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Ngati ndinu watsopano kugwiritsa ntchito Google Adwords, mwina mukuganiza momwe mungakhazikitsire zotsatsa zanu. Pali zinthu zingapo zofunika kuziganizira, kuphatikiza mtengo pa dinani (Zamgululi) kutsatsa, mawu osakira, Kutsatsa kwapatsamba, ndi retargeting. Nkhaniyi ifotokoza zonsezi, ndi zina. Nkhaniyi ikuthandizaninso kusankha mtundu wa malonda omwe ali abwino pa tsamba lanu. Mosasamala kanthu za zomwe mwakumana nazo ndi PPC, muphunzira zambiri za Adwords m'nkhaniyi.
Pali zabwino zotsatsa za CPC. Zotsatsa za CPC nthawi zambiri zimachotsedwa pamasamba ndi masamba azotsatira zakusaka pakangofika bajeti. Njira iyi ikhoza kukhala yothandiza kwambiri pakuwonjezera kuchuluka kwa anthu patsamba labizinesi. Zimagwiranso ntchito pakuwonetsetsa kuti ndalama zotsatsira sizikuwonongeka, monga otsatsa amangolipira chifukwa cha kudina kopangidwa ndi omwe angakhale makasitomala. Komanso, otsatsa amatha kukonzanso zotsatsa zawo kuti awonjezere kuchuluka kwa kudina komwe amalandira.
Kuti muwonjezere kampeni yanu ya PPC, yang'anani mtengo pakudina. Mutha kusankha kuchokera pa zotsatsa za CPC mu Google Adwords pogwiritsa ntchito ma metric omwe amapezeka padashboard yanu ya admin. Ad Rank ndi chiwerengero chomwe chimayesa kuchuluka kwa kudina kulikonse kudzawononga ndalama zingati. Zimatengera Ad Rank ndi Quality Score, komanso zotsatira zoyembekezeredwa kuchokera kumitundu ina yotsatsa ndi zowonjezera. Kuwonjezera mtengo pa pitani, pali njira zina zochulukitsira mtengo uliwonse kudina.
CPC itha kugwiritsidwanso ntchito kudziwa kubwerera kwa ndalama. Mawu osakira a CPC amakonda kutulutsa ROI yabwinoko chifukwa ali ndi kutembenuka kwakukulu. Zingathandizenso otsogolera kudziwa ngati akuwononga ndalama zochepa kapena akuwononga. Izi zikapezeka, mutha kuyenga njira yanu yotsatsira CPC. Koma kumbukirani, CPC si chilichonse – ndi chida chokha chothandizira kampeni yanu ya PPC.
CPC ndi muyeso wa zoyesayesa zanu zamalonda pa intaneti. Zimakupatsani mwayi wodziwa ngati mukulipira ndalama zambiri pazotsatsa zanu komanso osapeza phindu lokwanira. Ndi CPC, mutha kusintha malonda anu ndi zomwe muli nazo kuti muwonjezere ROI yanu ndikuyendetsa magalimoto ambiri patsamba lanu. Zimakupatsaninso mwayi wopanga ndalama zambiri ndikudina pang'ono. Kuphatikiza apo, CPC imakulolani kuti muwone momwe kampeni yanu ikuyendera ndikusintha moyenera.
Ngakhale CPC imatengedwa kuti ndiyo njira yabwino kwambiri yotsatsira pa intaneti, ndikofunikira kudziwa kuti si njira yokhayo. CPM (mtengo pa chikwi) ndi CPA (mtengo pakuchitapo kapena kugula) zilinso zothandiza. Mtundu womalizawu ndi wothandiza kwambiri kwa ma brand omwe amayang'ana kwambiri kuzindikirika kwamtundu. Mofananamo, CPA (mtengo pakuchitapo kapena kugula) ndi mtundu wina wotsatsa mu Adwords. Posankha njira yoyenera yolipira, mudzatha kukulitsa bajeti yanu yotsatsa ndikupanga ndalama zambiri.
Kuwonjezera mawu osakira ku Adwords ndi njira yosavuta. Tsatirani maphunziro ovomerezeka a Google, chomwe chiri chaposachedwa kwambiri komanso chokwanira, kuti mudziwe momwe mungakhazikitsire mbali yofunikayi. Kutsatsa kwapali-pa-kulitsa kumatha kuchulukirachulukira, kotero mawu osafunikira amathandizira kuwongolera kuchuluka kwa magalimoto anu ndikuchepetsa kuwononga ndalama zotsatsa. Kuti tiyambe, muyenera kupanga mndandanda wamawu osafunikira ndikukhazikitsa nthawi yowunikiranso mawu osakira muakaunti yanu.
Mukangopanga mndandanda wanu, pitani kumakampeni anu ndikuwona kuti ndi mafunso ati omwe adadina. Sankhani omwe simukufuna kuti awonekere pazotsatsa zanu ndikuwonjezera mawu osakira pamafunso amenewo. AdWords idzachotsa funsolo ndikuwonetsa mawu osakira. Kumbukirani, ngakhale, kuti kufunso kwa mawu osakira sikungakhale ndi zambiri kuposa 10 mawu. Choncho, onetsetsani kuti mukuigwiritsa ntchito mosamala.
Muyeneranso kuphatikizira molakwika ndi mitundu yambiri ya mawuwa pamndandanda wanu wamawu osafunikira. Malembo olakwika ali ponseponse pofufuza, kotero ndizothandiza kugwiritsa ntchito mitundu yambiri ya mawu kuti mutsimikizire mndandanda wathunthu. Mukhozanso kusiyanitsa mawu osagwirizana ndi malonda anu. Tiyeni uku, malonda anu sawoneka pamasamba omwe sakugwirizana ndi malonda anu. Ngati mawu anu osafunikira amagwiritsidwa ntchito mochepera, iwo akhoza kukhala ndi zotsatira zosiyana ndi zomwe amachita.
Kupatula kupewa mawu osakira omwe sangasinthe, mawu osakira amathandizanso pakuwongolera zomwe mukufuna kutsata kampeni yanu. Pogwiritsa ntchito mawu ofunikawa, mudzawonetsetsa kuti malonda anu akuwoneka pamasamba oyenerera, zomwe zingachepetse kudina kotayidwa komanso kuwononga ndalama kwa PPC. Pogwiritsa ntchito mawu osakira, mupeza omvera abwino kwambiri pa kampeni yanu yotsatsa ndikuwonjezera ROI. Mukachita bwino, mawu osakira atha kukulitsa kwambiri ROI pazoyeserera zanu zotsatsa.
Ubwino wogwiritsa ntchito mawu osakira ndi ambiri. Sikuti adzakuthandizani kukonza kampeni yanu yotsatsa, koma zidzakulitsa phindu la kampeni yanu. Pamenepo, kugwiritsa ntchito mawu osakira ndi imodzi mwa njira zosavuta zolimbikitsira kampeni yanu ya AdWords. Zida zodzipangira zokha za pulogalamuyo zimasanthula zomwe zafunsidwa ndikuwonetsa mawu osafunikira omwe angachulukitse mwayi woti malonda anu aziwonetsedwa pazotsatira zakusaka.. Mudzapulumutsa ndalama zambiri pogwiritsa ntchito mawu osakira ndikuchita bwino kwambiri ndi kampeni yanu yotsatsa.
Adwords’ Site Targeting imalola otsatsa kuti akwaniritse zomwe akufuna kugwiritsa ntchito tsamba lawo. Zimagwira ntchito pogwiritsa ntchito chida chopezera mawebusayiti okhudzana ndi malonda kapena ntchito zomwe wotsatsa akupereka. Mtengo wotsatsa ndi Site Targeting ndi wotsika kuposa CPC wamba, koma mitengo yotembenuka imasiyana kwambiri. Mtengo wocheperako ndi $1 pachiwonetsero chilichonse, zomwe zikufanana ndi 10C/kudina. Kutembenuka kumasiyana kwambiri kutengera makampani ndi mpikisano.
Retargeting ndi njira yabwino yofikira makasitomala omwe alipo ndikutsimikizira alendo omwe amakayikakayika kuti apatse mtundu wanu mwayi wina. Njirayi imagwiritsa ntchito ma pixel ndi ma cookie kutsata alendo omwe achoka patsamba lanu osachitapo kanthu. Zotsatira zabwino zimapezedwa pogawa omvera anu potengera zaka, jenda, ndi zokonda. Ngati mumagawa omvera anu ndi zaka, jenda, ndi zokonda, mutha kutsata zoyeserera zotsatsanso mosavuta. Koma samalani: kugwiritsa ntchito retargeting posachedwa kumatha kukwiyitsa alendo anu pa intaneti ndikuwononga chithunzi cha mtundu wanu.
Muyeneranso kukumbukira kuti Google ili ndi malamulo okhudza kugwiritsa ntchito deta yanu pobwezanso. Nthawi zambiri, ndikoletsedwa kusonkhanitsa kapena kugwiritsa ntchito zambiri zanu monga manambala a kirediti kadi kapena ma adilesi a imelo. Malonda obwereza omwe Google amapereka amatengera njira ziwiri zosiyana. Njira ina imagwiritsa ntchito cookie ndipo ina imagwiritsa ntchito mndandanda wa ma adilesi a imelo. Njira yotsirizayi ndi yabwino kwa makampani omwe amapereka mayesero aulere ndipo amafuna kuwatsimikizira kuti apititse patsogolo ku mtundu wolipidwa.
Mukamagwiritsa ntchito retargeting ndi Adwords, ndikofunikira kukumbukira kuti ogula amatha kuchita nawo malonda omwe ali oyenera kwa iwo. Izi zikutanthauza kuti anthu omwe amayendera tsamba lazogulitsa amatha kugula kuposa alendo omwe amafika patsamba lanu. Choncho, m'pofunika kupanga wokometsedwa pambuyo kuwonekera pofikira tsamba lokhala ndi kutembenuka-centric zinthu. Mutha kupeza kalozera wokwanira pankhaniyi pano.
Kubwereranso ndi makampeni a Adwords ndi njira imodzi yofikira alendo otayika. Njirayi imalola otsatsa kuti awonetse zotsatsa kwa alendo omwe ali patsamba lawo kapena mapulogalamu am'manja. Kugwiritsa ntchito Google Ads, mutha kufikiranso ogwiritsa ntchito mafoni a m'manja. Kaya mukutsatsa tsamba la e-commerce kapena sitolo yapaintaneti, retargeting ikhoza kukhala njira yothandiza kwambiri yolumikizirana ndi makasitomala osiyidwa.
Kubwereranso ndi makampeni a Adwords ali ndi zolinga zazikulu ziwiri: kusunga ndi kusintha makasitomala omwe alipo komanso kuonjezera malonda. Yoyamba ndikumanga otsatira pamasamba ochezera. Facebook ndi Twitter onse ndi nsanja zothandiza kupeza otsatira. Twitter, Mwachitsanzo, ali ndi zambiri kuposa 75% ogwiritsa ntchito mafoni. Chifukwa chake, malonda anu a Twitter ayeneranso kukhala ochezeka ndi mafoni. Omvera anu asintha kwambiri ngati awona malonda anu pazida zawo zam'manja.
