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Musanayambe kutsatsa pa Google, muyenera kudziwa zomwe mukudzilowetsamo. Nazi zinthu zingapo zomwe muyenera kukumbukira: Mitundu yofananira, Zotsatira zabwino, Mtengo, ndi Retargeting. Mukamvetsetsa zinthu izi, mudzatha kukonzekera kampeni yabwino kwambiri ya Adwords. Ndipo mutadziwa zonsezi, mwakonzeka kuyamba! Komabe, musanachite zimenezo, muyenera kuchita kafukufuku pa mawu anu osakira.

Mtengo

Pali zinthu zambiri zomwe zimatsimikizira kuchuluka kwa ndalama zomwe muyenera kugwiritsa ntchito pa Adwords. Mwachitsanzo, mtengo wapakati pa kudina ndi chiyani? Mtengo wa katundu wogulitsidwa (COGS) zikuphatikizapo kupanga ndi ndalama zotsatsa. Muyenera kudziwa kuchuluka kwa ndalama zomwe mudawononga potsatsa kuti mubwezere ndalama zanu. Ndiye mutha kufananiza ndalamazo ndi ndalama zomwe mumapeza kuchokera ku makampeni a AdWords ndikuzindikira kuti ndi mawu ati omwe ali opindulitsa kwambiri.

Mtengo pa dinani (Zamgululi) zimasiyanasiyana kwambiri kutengera mawu osakira ndi mafakitale. Ma CPC odziwika ali pafupi $2.32 pa intaneti yosaka ndi $0.58 pa netiweki yowonetsera. Kuti mudziwe zambiri, onani nkhani iyi ya AdWords metrics. Njira imodzi yochepetsera CPC yanu ndikutsata mawu osakira omwe ali ndi Score Yapamwamba. Mawu osakira a High Quality Score amayika bwino patsamba, kukupulumutsirani ndalama ndikuwonetsetsa kuti malonda anu akuwonekera pamasamba oyenera.

Mutha kusintha zomwe mukufuna kuti mupeze mawu osakira ngati mukudziwa omwe amagwira ntchito bwino. Mosiyana ndi zimenezo, mutha kuchepetsa kuyitanitsa kwanu pamawu osatulutsa zotsatira. Kumbukirani kuti mawu ena osakira amawononga ndalama zambiri kuposa ena, ndipo muyenera kuyang'anira nthawi zonse ndikusintha mabizinesi anu moyenera. Monga mwini bizinesi, muyenera kudziwa za kusintha kwa mitengo ya Adwords ndikukhala okonzeka kusintha momwemo. Mukangophunzira mawu osakira omwe amagwira ntchito bwino patsamba lanu, mutha kukulitsa ndalama zanu ndikudula ma CPC anu kuti mupeze ROI yabwino kwambiri.

Kampeni ya CPC ndiyo njira yomwe imagwiritsidwa ntchito kwambiri. Ndi njira yodziwika kwambiri ndipo imawononga ndalama zosakwana masenti zana pakudina. Komabe, mtengo wa kudina kulikonse ndi wosiyana ndi mtengo wa zowonera. Ngati mukufuna kudziwa mtengo wa kampeni yanu yotsatsa, mutha kugwiritsa ntchito keyword planner kuti muwerenge mtengo wanu pakudina kulikonse. Tiyeni uku, mudzadziwa ndendende kuchuluka kwa momwe mudzalipire pakadina kulikonse komanso zowonera zingati zomwe mukupeza.

Mitundu yofananira

Ngati mukufuna kuwonjezera chiwerengero cha otembenuka ndikugwiritsa ntchito ndalama zochepa pazotsatsa zanu, muyenera kugawa mawu anu mumitundu yosiyanasiyana. Mu Adwords, izi zimachitika pogawa zotsatsa molingana ndi mitundu ya machesi. Posankha mitundu yofananira yoyenera, mudzatha kufikira omvera anu ndikupewa kuwononga ndalama pakudina kosayenera. Pachifukwa ichi, muyenera kugwiritsa ntchito chida cha mawu osakira kuti mudziwe omvera anu ndikugawa zotsatsa zanu molingana.

Exact Match ndiye omwe amayang'ana kwambiri mawu osakira onse, ndipo amafuna kuti mawu achinsinsi akhale enieni. Komabe, mukhoza kuwonjezera mawu owonjezera pafunso lanu ngati kuli kofunikira. Exact Match ndiye chisankho chabwino kwambiri kwa otsatsa omwe akufuna kuyendetsa zosintha powonetsa zotsatsa zomwe zimagwirizana ndi mawu osakira omwe akuwatsata.. Kufanana kwenikweni kulinso ndi kudina kwakukulu. Komabe, ndikofunikira kumvetsetsa kuti kugwiritsa ntchito machesi enieni sikungakhale chisankho chabwino pabizinesi iliyonse.

Ngati mukufuna kulunjika mawu ena, ndiye mutha kugwiritsa ntchito mawu osakira osinthidwa. Izi ndizosavuta kugwiritsa ntchito ndikuuza Google kuti ikuwonetseni zotsatsa zanu zamawu kapena ziganizo zina. Mawu osakira akhoza kukhala mwanjira iliyonse. Mutha kuyika mawuwa pogwiritsa ntchito chizindikiro chophatikiza (+) pamaso pa mawu aliwonse ofunika. Mawonekedwe achinsinsi osinthika atha kugwiritsidwanso ntchito pamawu. Full Media imagwira ntchito pamakampeni a AdWords PPC amakampani ang'onoang'ono ndi apakatikati.

Machesi otambalala komanso enieni ndi mitundu yotchuka kwambiri yamasewera, koma palinso zosiyana zapafupi. Mtundu wa machesi okulirapo umaphatikizapo kupelekedwa molakwika kwa mawu osakira pomwe mtundu weniweni umakupatsani mwayi wofufuza zambiri. Muthanso kusanja mitundu yoyandikira powonjezera mawu osakira. Komabe, uku sikuchita bwino chifukwa kumatha kuchepetsa kuchuluka kwa kudina. Mtundu wamasewera otakata ndiye chisankho chabwino kwambiri kwa otsatsa omwe akufuna kutsata mawu enaake.

Retargeting

Retargeting ndi njira yotsatsira pa intaneti yomwe imalola otsatsa kuti awonetse zotsatsa zomwe akufuna kwa omwe adabwera kale patsamba.. Njira yogulitsiranso imagwira ntchito poponya nambala yotsata patsamba lawebusayiti ndikupangitsa kuti zotsatsa ziwonetsedwe kwa mlendo wakale.. Zotsatira za mtundu uwu wa kugulitsanso ndizofunika kwambiri. Zawonetsedwa kuti zikuwonjezera malonda mpaka 70% pamene anthu omwe adayendera webusayiti osagula chilichonse amagula kudzera pa kampeni yotsatsanso.

Ngati tsamba lanu silinakonzedwenso kuti libwerezenso, mwina simungathe kuwona zotsatira zilizonse. Ngati kampeni yanu yotsatsa siikugwira ntchito, mungafunike kutsatira upangiri wa kampani yoyang'anira Google Adwords. Adzakuthandizani kukhazikitsa kampeni yobwereza molondola. Zokonda zoyenera zidzasintha kwambiri pakuchita. Mukakhala ndi zoikamo zolondola, mutha kugwiritsa ntchito retargeting kutsata ogula pamasamba osiyanasiyana ochezera.

Kuti mupange retargeting ads, muyenera kukhazikitsa Google Analytics. Khodi yobwereranso idzatsata ma cookie, omwe ndi mafayilo ang'onoang'ono omwe amasungidwa pa msakatuli wa wosuta. Malonda a Google adzadziwitsidwa kuti awonetse zotsatsa kwa mlendo watsamba linalake kutengera mbiri yawo yakusakatula. Kubwereranso ndi Adwords kungakhale njira yabwino yosinthira njira yanu yotsatsa pa intaneti.

Kubwezeretsanso ndi Adwords kumatha kukhala kothandiza pamayendedwe ochezera, makamaka Facebook. Itha kukhalanso njira yabwino yopangira otsatira a Twitter. Kumbukirani, chatha 75% Ogwiritsa ntchito pa Twitter ali pazida zam'manja. Zotsatsa zanu ziyenera kukhala zokomera mafoni kuti muwonjezere mwayi wanu wokopa chidwi cha omvera anu. Kubwereranso ndi Adwords kungakuthandizeni kusintha ogwiritsa ntchitowa kukhala makasitomala. Choncho, yambani kubwezeretsanso ndi Adwords kuti mukweze ndalama zanu.

Zotsatira zabwino

Pali njira zambiri zosinthira Makhalidwe Anu mu Google Adwords. Ngakhale palibe njira yothetsera matsenga, pali njira zambiri zowonjezerera chigoli chanu. Gawo loyamba ndikulowa muakaunti yanu ndikuyenda pagawo lowonetsera mawu osakira. Kamodzi kumeneko, mutha kuwona zigoli zamagulu anu otsatsa. Ndiye, mukhoza kuyamba kupanga zosintha kuti muwongolere mphambu yanu. Patapita milungu ingapo, muyenera kuzindikira kusiyana kwakukulu.

Ubwino Wotsatsa malonda anu amawerengedwa poganizira zinthu zitatu: kufunika, ad kulenga, ndi tsamba lofikira. Ngakhale mukugwiritsa ntchito mawu osakira omwewo, Zotsatira zaubwino zimasiyana m'magulu otsatsa. Mwachitsanzo, ngati muli ndi bizinesi yobwereketsa nyumba, mutha kugwiritsa ntchito mawu osakira “jumper Castles” kulunjika makasitomala omwe akufunafuna nyumba zotsika mtengo. Izi zidzakulitsa Ubwino Wanu ngati zotsatsa zanu zili zoyenera komanso zokopa kwa ogwiritsa ntchito zida zonse.

Muyeneranso kudziwa kuti Quality Score pagulu linalake lazotsatsa zimatengera mtundu wa mawu osakira. Izi zitha kukhudza mtengo wanu pakudina kulikonse (Zamgululi) ndi kudina-kudutsa (Mtengo CTR). Malonda a Google amawunikiranso mtundu wamagulu otsatsa. Chifukwa chake, ngati gulu la mawu ofunika lili ndi High Quality Score, zitha kukhala bwino pazotsatira zakusaka kwa Google. Ngati mukukonzekera kuyambitsa kampeni yotsatsa mawu ofunika kwambiri, idzakhala ndi Score Yabwinoko kuposa ngati mungogwiritsa ntchito mawu achidule.

Mukasanthula kampeni yanu yotsatsa, tcherani khutu ku CTR. CTR yapamwamba ndi chizindikiro chabwino. Malonda okhala ndi CTR apamwamba alandila zambiri, potero kuwonjezera CPC yanu. Komabe, kumbukirani kuti CTR idzakhudzidwa ndi zinthu zina monga malo. Kuphatikiza apo, muyenera kuwonetsetsa kuti mawu anu osakira akugwirizana ndi zomwe mumatsatsa komanso tsamba lofikira. Kuchulukitsa CTR yanu kungathandize Magole Abwino, koma zidzakulitsanso mtengo wanu pakudina (Zamgululi).

Kafukufuku wa mawu ofunika

Kufufuza kwa mawu osakira ndi njira yodziwira mawu osakira patsamba lanu kapena kampeni yotsatsa. Pali njira zambiri zochitira kafukufuku wa mawu osakira. Cholinga chachikulu ndikutenga lingaliro ndikuzindikira mawu osakira omwe ali ndi mwayi wopanga magalimoto. Mawu osakira amasankhidwa malinga ndi mtengo wake komanso mwayi wopeza magalimoto. Kufufuza kwa mawu osakira kumakuthandizani kuti mupange zomwe zili zoyenera komanso njira yotsatsira kuti mukope omwe angakhale makasitomala. Kuyamba, gwiritsani ntchito chida cha mawu a Google kuti mupeze mawu osakira omwe ali otchuka.

Ngakhale kuti zingatenge nthawi ndi khama, Kufufuza kwa mawu osakira ndikofunikira kuti kampeni yanu ya AdWords ikhale yopambana. Popanda kufufuza mawu ofunika, kampeni yanu ikhoza kulephera kapena kukuwonongerani malonda. M'munsimu muli malangizo ena oti muyambe:

Gwiritsani ntchito Google Keyword Planner. Chida ichi chikuwonetsa kuchuluka kwakusaka kwanu pamwezi. Mwachitsanzo, ngati mukufuna kukopa magalimoto nthawi yachilimwe, muyenera kulunjika mawu osakira omwe amafufuzidwa kwambiri munyengo ino. Komanso, lingalirani zochepetsera kusaka kwanu kunthawi inayake, monga pakati pa Meyi ndi Ogasiti. Mukangodziwa mawu osakira omwe ali opindulitsa, mutha kugwiritsa ntchito chida cha AdWords kuti mupeze mawu osakira. Chida ichi chipanga mazana a mawu osakira okhudzana ndi mawu osakira.

Posankha mawu osakira, dziwani cholinga cha tsamba lanu. Chitani kafukufuku wanu kuti mudziwe omvera anu komanso zomwe mukufuna kufufuza msika womwe mukufuna. Mwinanso mungafune kuganizira momwe tsamba lanu likugwirizanirana ndi mawu osakirawa. Kodi pali zinthu kapena ntchito zomwe zili ndi mawu ofanana? Kodi ali ndi mavoliyumu osaka kwambiri? Kodi anthu amafufuza chiyani akafuna chinthu kapena ntchito inayake? Kufufuza kwakukulu ndi chizindikiro chabwino. Ngati ayi, yesani kupeza mawu ofunikira kuti mukwaniritse.

Pali njira zitatu zogwiritsira ntchito Adwords pabizinesi yanu ya SaaS. Njirazi zimatchedwa Mtengo podina (Zamgululi) kutsatsa, Kafukufuku wa mawu ofunika, ndi kuyitanitsa. Ngati mukufuna kuwona zotsatira zachangu, muyenera kuonetsetsa kuti mukulipira magalimoto abwino. Kugwiritsa ntchito njirayi kuwonetsetsa kuti mumalipira kudina komwe kudzasinthidwa kukhala otsogolera. Kuti tiyambe, muyenera kusonkhanitsa zambiri momwe mungathere. Nkhaniyi ifotokoza kufunikira kwa kafukufuku wa Keyword komanso momwe mungakulitsire ndalama zanu.

Mtengo pa dinani (Zamgululi) kutsatsa

Mtengo pakudina kulikonse kapena CPC ndi mtengo womwe otsatsa amalipira nthawi iliyonse wina akadina malonda awo. Ma CPC amakonda kukhala apamwamba m'mafakitale omwe ali ndi mitengo yosinthika kwambiri komanso otsatsa ampikisano. Ngakhale pali njira zochepetsera CPC yanu, palibe njira yotsimikizika yowachepetsera kwathunthu. Nazi zina zomwe muyenera kukumbukira mukamakonza ma CPC anu. Choyamba, Ganizirani momwe tsamba lanu likugwirira ntchito pamsika womwe mukufuna. Ngati tsamba lanu silikugwirizana ndi omvera omwe mukufuna, CPC yanu ikhoza kukhala yokwera kwambiri.

Chachiwiri, mvetsetsani kusiyana pakati pa mtengo wokhazikika ndi mtengo wotengera kutsatsa kulikonse. CPC yokhazikika ndiyosavuta kutsatira kuposa CPC yotengera kutsatsa. Ma CPC otengera kutsatsa ndi otsika mtengo, koma iwo sakulunjikabe. Komanso, otsatsa akuyenera kuganizira za mtengo womwe ungakhalepo pakudina kuchokera kugwero lomwe laperekedwa. CPC yokwera sizingatanthauzire kukhala njira yopezera ndalama zambiri.

CPC invoicing imakhalanso ndi chiopsezo chogwiritsidwa ntchito molakwika. Ogwiritsa atha kudina zotsatsa mwangozi. Izi zitha kutengera wotsatsa ndalama zambiri. Komabe, Google imayesa kuchepetsa kugwiritsidwa ntchito molakwika posalipiritsa kudina kolakwika. Ngakhale kuti sizingatheke kulamulira kudina kulikonse, mukhoza kukambirana mlingo wotsika. Malingana ngati mukulolera kusaina mgwirizano wanthawi yayitali ndi wofalitsa, nthawi zambiri mukhoza kukambirana mlingo wotsika.

M'dziko lamalonda olipira, mtengo wamalonda ndi chinthu chofunikira kwambiri. Ndi mtengo woyenera pa dinani, mutha kukulitsa kubweza kwanu pakugwiritsa ntchito malonda. Zotsatsa za CPC ndi chida champhamvu pamabizinesi ambiri, kotero kumvetsetsa kuchuluka kwa ndalama zomwe mumalipira pakudina kungathe kukulitsa malonda anu. Ndipo bola ngati mukudziwa zomwe omvera anu akufuna, zidzakugwirirani ntchito. Ichi ndichifukwa chake ndikofunikira kwambiri kudziwa CPC yanu.

Kafukufuku wa mawu ofunika

Kukhathamiritsa kwa injini zosaka (SEO) ndi luso losankha mawu osakira ndi mitu yoyenera kuti muyike pa SERPs. Mukachita bwino, Kufufuza koyenera kwa mawu ofunikira kumathandiza kuonjezera kuchuluka kwa anthu komanso kuzindikira kwamtundu. Kufufuza kwa mawu osakira ndi njira yapadera yomwe otsatsa amagwiritsa ntchito kuti adziwe kuti ndi mawu ati omwe ogwiritsa ntchito amakonda kufufuza. Mukakhala ndi mawu ofunikira, mukhoza kuika patsogolo ndondomeko yanu ndikupanga zomwe zikugwirizana ndi ogwiritsa ntchitowa. Kufufuza kwa mawu osakira kumathandizira kukonza kusanja kwa tsamba lanu pamainjini osakira, zomwe zidzayendetsa magalimoto omwe akutsata.

Asanayambe kampeni, kufufuza kwa mawu ofunika ndikofunikira. Pozindikira mawu osakira opindulitsa ndi zomwe mukufuna kufufuza, mutha kukonzekera kampeni yabwino kwambiri yotsatsa. Posankha mawu osakira ndi magulu otsatsa, ganizirani zolinga zanu ndi bajeti yanu. Mutha kuchepetsa chidwi chanu ndikusunga ndalama pongoyang'ana mawu osakira. Kumbukirani, mukufuna kupanga chidwi chokhalitsa pa anthu omwe akufunafuna malonda kapena ntchito yanu. Ndibwino kugwiritsa ntchito mawu oposa amodzi, ngakhale.

Pali njira zambiri zopangira kafukufuku wa mawu osakira. Cholinga chachikulu ndikutenga lingaliro ndikuzindikira mawu omwe atha kukhala ofunika kwambiri. Mawu osakirawa amasankhidwa malinga ndi mtengo wake komanso kuthekera kopanga magalimoto. Mukachita izi, mukhoza kupita ku sitepe yotsatira – kulemba zomwe zimapereka phindu kwa alendo. Muyenera kulemba nthawi zonse momwe mungafune kulembedwera. Izi zili choncho, omvera anu omwe mukufuna kukhala nawo atha kukhala ndi mafunso ofanana ndi omwe mukukambirana nawo.

Ngakhale kufufuza kwa mawu osakira kwa Adwords ndi gawo lofunikira pazamalonda aliwonse, ilinso gawo lofunikira la kampeni yopambana. Ngati kafukufuku wanu sanachite bwino, mudzawononga ndalama zambiri pa PPC ndikuphonya malonda. Koma ndikofunikiranso kukumbukira kuti kufufuza kwa mawu ofunikira kumatenga nthawi komanso khama. Ngati mwachita bwino, mudzakhala ndi kampeni yotsatsa yomwe ingakhale yopambana!

Kutsatsa

Pali maupangiri ochepa omwe muyenera kukumbukira mukamagula Adwords. Choyamba ndikusunga bajeti yanu pa PS200 pamwezi. Komabe, ndalamazi zitha kusiyanasiyana kutengera niche yanu komanso kuchuluka kwamasamba omwe mukuyembekezera mwezi uliwonse. Mukangopanga bajeti yanu ya pamwezi, gawani ndi makumi atatu kuti mupeze lingaliro la bajeti yanu yatsiku ndi tsiku. Mukangopanga bajeti yanu yatsiku ndi tsiku, chotsatira ndicho kusankha ndalama zogulira tsiku lililonse. Dongosolo loyitanitsa la Google limagwira ntchito powongolera mabidi apamwamba kwambiri komanso otsika kwambiri pogwiritsa ntchito ma CPC metric apamwamba kwambiri. Ngati simukutsimikiza za mtengo woyenera pabizinesi yanu, gwiritsani ntchito chida cholosera za Adwords.

Ngakhale kuyitanitsa pa Adwords kungawoneke ngati lingaliro labwino, pali zovuta zina zazikulu zopikisana ndi makampani akuluakulu. Ngati ndinu bizinesi yaying'ono, bajeti yanu yotsatsa siili yayikulu ngati yamakampani akudziko, kotero musayembekezere kukhala ndi bajeti yofanana kuti mupikisane nawo. Ngakhale mutakhala ndi ndalama zambiri, mwayi wanu wopeza phindu pazachuma (MFUMU) kuchokera ku kampeni yanu ya Adwords ndizotsika.

Ngati omwe akupikisana nawo amagwiritsa ntchito dzina lamtundu wanu pazotsatsa zawo, onetsetsani kuti mukugwiritsa ntchito kopi ina yotsatsa. Ngati mukuyitanitsa malinga ndi mpikisano wanu, muli pachiwopsezo choletsedwa ku Google. Chifukwa chake ndi chosavuta: omwe akupikisana nawo atha kuyitanitsa zomwe mukufuna, zomwe zidzapangitse kutsika kwapamwamba komanso mtengo wapa-kudina. Kuphatikiza apo, ngati mpikisano wanu akuyitanitsa zomwe mukufuna, mutha kuwononga ndalama zanu pagulu lazotsatsa zomwe sizikugwirizana ndi dzina lanu.

Zotsatira zabwino

Kupambana kwabwino mu Adwords ndichinthu chofunikira pankhani yopeza malo abwino kwambiri otsatsa anu. Ndikofunika kuyang'anira Quality Score yanu ndikusintha malonda anu moyenera. Ngati muwona kuti CTR yanu ndiyotsika kwambiri, ndiye muyenera kuyimitsa zotsatsa zanu ndikusintha mawu osakira kukhala china. Quality Score yanu iwonetsa khama lanu pakapita nthawi, kotero muyenera kuchita zonse zomwe mungathe kuti muwonjezere. Komabe, Quality Score mu Adwords si sayansi. Ikhoza kuyesedwa molondola mukakhala ndi magalimoto okwanira ndi deta kuti mudziwe chomwe chiwerengero chapamwamba chiyenera kukhala.

Zotsatira zabwino mu Adwords zimatsimikiziridwa ndi zinthu zitatu: kudina-kudutsa, ad performance, ndi kupambana kwa kampeni. Kudina-kudutsa kumagwirizana mwachindunji ndi mphambu yanu yabwino, kotero kukweza Score Yanu Yabwino kumatha kupititsa patsogolo malonda anu. Zotsatsa zomwe sizikuyenda bwino zidzawononga bajeti yanu ndipo sizingakhale zogwirizana ndi omvera anu. Score Yapamwamba kwambiri ndiye maziko a kampeni yopambana ya AdWords.

Magulu a mawu osakira akhoza kukhala otakata kwambiri kwa malonda anu, kupangitsa kuti alendo asanyalanyazidwe. Gwiritsani ntchito mawu osakira kwambiri pa kampeni yanu yotsatsa. Zotsatira Zapamwamba Zapamwamba zitanthauza kuti zotsatsa zanu zilandila chidwi kwambiri komanso kukhala zogwirizana ndi zomwe omvera akufufuza. Komanso, ganizirani kugwiritsa ntchito masamba ofikira okhala ndi zithunzi za anthu okalamba. Kuyesa ndikofunikira, komanso kupanga zotsatsa zingapo kukuthandizani kuti muwongolere zomwe mwapeza patsamba lofikira.

Kuti muwongolere zabwino zanu, muyenera kupanga kuphatikiza kwabwino kwa mawu osakira ndi zotsatsa. Mawu osakira omwe sachita bwino ayenera kulunjikitsidwa patsamba lofikira labwino kapena adzanyozedwa. Pochita izi, mutha kukweza mphambu yanu yabwino ndikupeza mtengo wotsika pakudina kulikonse (Zamgululi).

Retargeting

Mutha kudziwa luso la Google la retargeting, koma sindikudziwa kuti ndi chiyani kwenikweni. Adwords retargeting imakupatsani mwayi wofikira ogwiritsa ntchito pamasamba ena ndi nsanja. Zimakupatsaninso mwayi wopanga malamulo omwe mumawonjezera kwa omvera anu. Pogawa anthu obwera patsamba lanu, mutha kutsata zoyesayesa zanu zotsatsanso. Momwe mungadziwire bwino za omwe amawona malonda anu, m'pamenenso retargeting yanu idzakhala yothandiza kwambiri.

Pali zabwino zambiri pakuyambiranso ndi Adwords, ndipo chimodzi mwazothandiza kwambiri ndikutha kuwonetsa anthu zotsatsa potengera zomwe adachita m'mbuyomu pa intaneti. Kuphatikiza pakuwonetsa zotsatsa zanu kutengera zomwe adaziwona posachedwa, Malonda a Google amathanso kuwonetsa zotsatsa kwa iwo omwe adasiya basiketi yawo yogulira kapena adakhala nthawi yayitali akuwona zomwe mwagulitsa. Komabe, ndikofunikira kuzindikira kuti kubwezeretsanso ndi Adwords si kwa oyamba kumene. Itha kukhala njira yabwino kwa mabizinesi omwe ali ndi bajeti yaying'ono.

Kubwezeretsanso ndi Adwords kungakhale njira yabwino yolumikizira makasitomala omwe alipo komanso kupeza atsopano. Google Adwords imakulolani kuti muyike ma tag a Script patsamba lanu, kuwonetsetsa kuti anthu omwe adabwerako patsamba lanu awonanso zotsatsa zanu. Kubwezeretsanso ndi Adwords kutha kugwiritsidwanso ntchito pamasamba ochezera, monga Facebook. Itha kukhala yothandiza kwambiri kufikira makasitomala atsopano ndikuwonjezera malonda. Komabe, ndikofunikira kudziwa kuti malamulo a Google amaletsa kugwiritsa ntchito zidziwitso zodziwikiratu pofuna kutsatsa malonda.

Kubwereranso ndi zotsatsa ndi njira yabwino yolozera makasitomala omwe angakhalepo atachoka patsamba lanu. Potsatira makeke a alendowa, malonda anu adzawonetsanso malonda omwewo kwa anthu omwe adayenderapo tsamba lanu. Tiyeni uku, mutha kupanga zotsatsa zanu kukhala zenizeni kuzinthu zomwe zidachezeredwa posachedwa. Ndikofunikiranso kugwiritsa ntchito pixel kupanga zotsatsa zomwe mukufuna kutsata malinga ndi zomwe cookie imapereka Google Ads.

Ngati mutangoyamba kumene ndi akaunti yanu ya AdWords, mwina mwakhala mukudabwa momwe mungapangire. Pali njira zingapo zochitira izi. Werengani kuti mudziwe momwe mungasankhire akaunti yanu ya AdWords kuti ikwaniritse zosowa zanu. M'nkhaniyi, tidzapita ku CPA ndi kuyitanitsa CPM. Tidzafotokozeranso momwe mungakhazikitsire akaunti yanu kuti muwonetsetse kuti mukukulitsa mapindu ake.

Lipirani paliponse (PPC) kutsatsa

Ngakhale kutsatsa kwapa-pa-click pa Adwords kungawoneke kosavuta pamtunda, pali zinthu zingapo zofunika kuziganizira. CTR yapamwamba imasonyeza kuti malonda anu ndi othandiza komanso oyenerera. CTR yotsika imatanthauza kuti palibe amene adadina pamalonda anu, ndichifukwa chake Google imakonda zotsatsa zokhala ndi CTR yayikulu. Mwamwayi, pali zinthu ziwiri zomwe mungathe kuzilamulira kuti muwonjezere CTR yanu.

Kutsatsa kwa PPC kumagwiritsa ntchito mawu osakira kulumikiza mabizinesi ndi ogula omwe akufuna. Mawu osakirawa amagwiritsidwa ntchito ndi maukonde otsatsa ndi injini zosaka kuti asankhe zotsatsa zomwe zimagwirizana ndi zomwe ogula akufuna komanso zomwe amakonda.. Kuti mupindule kwambiri ndi zotsatsa zanu, sankhani mawu osakira omwe amalankhula ndi omvera anu. Kumbukirani kuti anthu samayang'ana chinthu chomwecho nthawi zonse, kotero onetsetsani kuti mwasankha mawu osakira omwe akuwonetsa izi. Komanso, mutha kusinthanso makampeni anu potsata ogwiritsa ntchito kutengera komwe ali, chipangizo, ndi nthawi ya tsiku.

Cholinga cha kutsatsa kwapalipi-pa-kudina ndikupanga zosintha. Ndikofunikira kuyesa mawu osakira osiyanasiyana ndi makampeni kuti mudziwe omwe angakhale othandiza kwambiri. Kutsatsa kwapa-pa-click ndi njira yabwino yoyesera omvera osiyanasiyana ndi ndalama zazing'ono, mpaka mutha kuwona omwe akuchita bwino. Mutha kuyimitsa zotsatsa zanu ngati sizikuyenda momwe mukuyembekezera. Izi zitha kukuthandizaninso kuwona mawu osakira omwe ali othandiza kwambiri pabizinesi yanu.

Njira imodzi yowonjezerera kampeni yanu ya PPC ndikukulitsa tsamba lanu lofikira. Tsamba lanu lofikira ndi tsamba lomwe omvera anu amachezera akadina malonda anu. Tsamba labwino lofikira lidzatembenuza alendo kukhala makasitomala kapena kuonjezera kuchuluka kwa kutembenuka. Pomaliza, mukufuna kuwona kutembenuka kwakukulu. Pamene mukugwiritsa ntchito njira iyi, kumbukirani kuti mumangopanga ndalama ngati muwona kutembenuka kwakukulu.

Mitengo yotsatsa ya PPC nthawi zambiri imatsatiridwa potengera kutsatsa kapena kutsika. Wotsatsa amalipira wosindikiza ndalama zokhazikika nthawi iliyonse malonda ake akadina. Ofalitsa nthawi zambiri amasunga mndandanda wamitengo ya PPC. Ndikofunikira kugula mozungulira mtengo wotsika kwambiri, zomwe nthawi zina zimatha kukambirana. Kuwonjezera kukambirana, mapangano amtengo wapatali kapena anthawi yayitali nthawi zambiri amabweretsa mitengo yotsika.

Ngati ndinu watsopano pakutsatsa kwa PPC pa Adwords, ndikofunikira kukumbukira kuti mtundu wa kampeni yanu ndi wofunikira. Google imapereka mphotho zabwino kwambiri zotsatsa zotsatsa komanso zotsika mtengo kwambiri kwa mabizinesi omwe amapereka ogwiritsa ntchito bwino kwambiri. Kuchita bwino kwa malonda anu kumayesedwanso ndi kudina-kudutsa. Mufunika maziko olimba musanayambe kuyang'anira akaunti yanu ya PPC. Mutha kudziwa zambiri za kutsatsa kwa PPC ku PPC University.

Kugwiritsa ntchito makina opangira ma bid ndi lingaliro labwino ngati mukufuna kukulitsa bwino komanso kukula. Makina oterowo amatha kuyang'anira mamiliyoni akutsatsa kwa PPC ndikukulitsa zotsatsa zanu kuti mubweze kwambiri. Nthawi zambiri amamangiriridwa patsamba la otsatsa, ndi kudyetsa zotsatira za aliyense pitani kubwerera ku dongosolo. Tiyeni uku, mudzatsimikiza kuti malonda anu akuwoneka ndi makasitomala omwe angakhale nawo.

Mtengo pamalingaliro (CPM) kuyitanitsa

Mtengo wa vCPM (CPM yowoneka bwino) njira yotsatsa ndi njira yabwino yowonjezerera mwayi wotsatsa wanu kuwonekera. Zokondazi zimakupatsani mwayi wotsatsa malonda okwera kwambiri pazotsatsa chikwi chilichonse. Mukasankha kugwiritsa ntchito izi, Google Adwords idzakulipirani pokhapokha malonda anu awonetsedwa pamwamba pa malonda apamwamba kwambiri. Ndi kuyitanitsa kwa vCPM, zotsatsa zolembedwa nthawi zonse zimapeza malo onse otsatsa, kotero iwo amawonekera kwambiri.

Poyerekeza mitundu iwiri ya malonda, Kutsatsa kwa CPM nthawi zambiri kumakhala njira yabwino kwambiri yodziwitsa anthu zamtundu. Kutsatsa kwamtunduwu kumayang'ana kwambiri pamtengo kuposa zowonera. Mulipira pazowonera chikwi chilichonse, koma mutha kulandira ziro kudina. Chifukwa Display Network imatengera mtengo, Zotsatsa za CPM nthawi zambiri zimakhala zapamwamba popanda kudina. Mtengo wapatali wa magawo CPC, mbali inayi, zimatengera kufunika ndi CTR.

Njira ina yowonjezerera CPM yanu ndikupanga malonda anu kukhala olunjika. Kutsatsa kwa CPM ndi njira yapamwamba kwambiri yotsatsa. Kutsatsa kwa CPM kumafuna kutsata kutembenuka. Ndi CPM yowonjezera, muyenera kupatsa Google data kuti muwone kuti ndi alendo angati omwe akusintha kuti agulitse kapena kulembetsa. Pogwiritsa ntchito njira imeneyi, mudzatha kulunjika msika wanu ndikukulitsa ROI yanu.

CPC Yowonjezera ndi njira yotsatsa mu Google Adwords. CPC Yokwezedwa imafuna kuyitanitsa mawu osakira pamanja koma imalola Google kuti isinthe kutengera momwe angasinthire. Imalola Google kusintha mabizinesi mpaka 30% mbali iliyonse, komanso zimapangitsa kuti CPC ikhale yocheperapo kuposa momwe mumafunira. Ubwino wa ECPC ndikuti mutha kusintha zomwe mukufuna kutsatsa komanso bajeti.

Kutsatsa kwa Optimum CPM ndi njira yabwino yowonjezerera kuchuluka kwanu ndikusunga bajeti yanu yatsiku ndi tsiku mkati mwa bajeti yanu.. Komabe, ndikofunikira kukumbukira kuti CPM sizomwe zimapangitsa kuti kampeni yanu ikhale yabwino. Muyeneranso kuyesa kukhathamiritsa kampeni ya otembenuka pogwiritsa ntchito chandamale CPA (mtengo pazochitika) kapena CPC (mtengo pazochitika).

Kutsatsa pamanja kwa CPC kumakupatsani mphamvu zokwanira zotsatsa zanu ndipo ndi poyambira bwino ngati ndinu watsopano ku Google Adwords. Zimakupatsaninso mulingo wowongolera womwe simungapeze munjira zodzipangira zokha. Kutsatsa pamanja kwa CPC kumakupatsani mwayi wosintha mabidi anu nthawi iliyonse yomwe mukufuna, popanda ma aligorivimu kulamula chisankho chanu. Mudzawonanso zochulukira zambiri ngati mukweza mawu anu osakira ndi zotsatsa.

Pomaliza, Kutsatsa kwa CPC mu Google Adwords ndiye njira yabwino kwambiri ngati mukufuna kukweza ndalama zanu. Mawu osakira amchira wautali amaonedwa kuti ndi ofunikira kwambiri kuposa mafunso achidule okhala ndi mawu achidule, kotero iwo ndi otsika mtengo kulunjika. Simukufuna kuyitanitsa zambiri kuposa momwe mungafunire, koma ndizofunika ngati mutapeza makasitomala ambiri. Ma CPC mu Google Adwords ndi otsika kwambiri, kotero mutha kupeza phindu lalikulu la bajeti yanu.

Mtengo pakupeza (CPA) kuyitanitsa

CPA ndi muyeso wa mtengo pa kupeza, kapena mtengo wamoyo wamakasitomala, ndipo angagwiritsidwe ntchito kudziwa kupambana kwa kampeni yotsatsa digito. Ntchito zina za CPA zikuphatikiza kuyeza zolemba zamakalata, kukopera e-book, ndi maphunziro a pa intaneti. Monga metric yayikulu, CPA kumakuthandizani kulumikiza kutembenuka yachiwiri kwa woyamba. Mosiyana ndi kutsatsa kwa CPC, komwe mumalipira pakudina kulikonse, Kutsatsa kwa CPA kumafuna kuti mulipire kutembenuka kumodzi kokha, potero kuchepetsa mtengo wa kampeni.

Pomwe kuyitanitsa kwa CPA ndikothandiza kwambiri kuposa CPC, muyenera kuganizira ubwino ndi kuipa kwa zonsezi. CPA ndi njira yabwino kuwongolera mtengo wa otembenuka pomwe kulola ndalama zina ndi kuwonekera kwa malonda. Kutsatsa pamanja kungakhale ndi zovuta zake, monga kukhala kovuta kukhazikitsa, kuchepetsa ulamuliro wanu, komanso kulephera kulinganiza malingaliro awiri a ndalama ndi kutembenuka.

Ngakhale cholinga chandamale cha CPA chingathandize kukulitsa CPA yanu, muyenera kudziwa kuti kutsatsa mwaukali kumatha kuwononga akaunti yanu poyipangitsa kuti iwonongeke. Izi zitha kupangitsa kuti a 30% kuchepa kwa ndalama. A CPA apamwamba sizikutanthauza kuti muyenera amathera ndalama zambiri kuposa bajeti yanu. M'malo mwake, konzani zomwe zili zanu kuti muwonjezere kutembenuka ndikuchepetsa CPA yanu.

Kupatulapo phindu la CPA kuyitanitsa, ndizothekanso kuyitanitsa pa Facebook. Facebook ili ndi mwayi wophatikiza njira iyi ndi kulunjika kwapamwamba kuti ikwaniritse omvera ena. Facebook ndi njira yabwino yoyezera kupambana kwa kampeni yanu, Ndipo mudzalipira pokhapokha mutalandira kusintha. Kugwiritsa ntchito mtengo pakupeza (CPA) kuyitanitsa mu Google Adwords kungakuthandizeni kuchepetsa mtengo womwe mwapeza pamlingo waukulu.

Ngati bizinesi yanu sigulitsa zinthu zakuthupi, mutha kuwerengera CPA potengera ma metrics ena, monga kulanda kutsogolera, ma demo signups, ndi malonda. Mutha kuwerengera CPA pokonza CPA pafupifupi motsutsana ndi Score yolemera kwambiri. Ma CPA apamwamba nthawi zambiri amasonyeza ROI yochepa, kotero ndikofunika konza zonse CPA ndi Quality Score. Koma ngati Quality Score yanu ili pansi pa avareji, inu mwina kuonjezera CPA wanu poyerekeza ndi mpikisano ndi kuvulaza ROI wanu wonse.

Malonda okhala ndi zigoli zapamwamba adzalandira masanjidwe apamwamba komanso CPA yotsika. Izi zidzalepheretsa otsatsa osatsatsa malonda opanda zinthu zabwino. Ngakhale zotsatsa zapamwamba nthawi zonse zimakopa kudina kochulukirapo, otsatsa omwe ali ndi CPA yotsika azitha kupeza malo apamwamba potsatsa ndalama zochulukirapo. Pamapeto pake adzayenera kukhazikika pamasanjidwe apansi.

Ngakhale CPA kuyitanitsa mu Google Adwords si njira yabwino kwambiri malonda anu ndalama, idzapereka ROI yapamwamba kuposa malonda otsika kwambiri. Pokweza mphambu zabwino, mukhoza kusintha CPA. Tiyeni uku, zotsatsa zanu sizikhala zochuluka momwe zingakhalire. Choncho, nthawi ina mukamagula, onetsetsani kuti mukukonzekera zosintha osati mtengo.

Ngati mukuyang'ana ganyu mainjiniya, njira yofufuzira mawu osakira ndikupanga kampeni yabwino ya Adwords ikuthandizani kupeza mawu ofunikira. Komabe, pali zinthu zina zofunika kukumbukira posankha mawu osakira. Muyenera kuwonetsetsa kuti mtundu wa machesi ndi wolondola. Kufufuza kwa mawu osakira kungakuthandizeninso kupanga masamba otsikira ndi zotsatsa zamainjiniya atsopano. Ngati mukulemba ntchito akatswiri opanga mapulogalamu, Mwachitsanzo, mutha kupanga kampeni ya AdWords kuti mukope mainjiniya atsopano.

Mtengo

Mwina mudamvapo za CPC (mtengo pa dinani) ndi CPM (mtengo pa chithunzi chilichonse), koma iwo ndi chiyani? Mawuwa amatanthauza mtengo wotsatsa malonda potengera kudina ndi kuwonera. Ngakhale njira zonsezi zingakhale zodula, atha kupanga zobweza zosaneneka. Google ndiye injini yayikulu kwambiri yosakira ndipo mamiliyoni a ogwiritsa ntchito apadera amamaliza kusaka pa Google mwezi uliwonse. Izi zimapangitsa kuti pakhale kofunika kuti tsamba lanu likhale lodziwika bwino pamawu opikisana kwambiri.

Mwamwayi, AdWords imapereka zida zambiri zothandizira kuwongolera omvera anu. Kugwiritsa ntchito chiwerengero cha anthu, malo, ndi kulunjika kwa chipangizo, mutha kukonza zotsatsa zanu kuti zifikire gulu linalake la anthu. Mwachitsanzo, mutha kutsata ogwiritsa ntchito mafoni azaka 18 ku 34 kapena ogwiritsa ntchito mumzinda wina ku United States. Metric ina yofunika kuiganizira ndi Quality Score. Zotsatira Zapamwamba Zapamwamba zikutanthauza kuti Google ipereka zotsatsa zanu, zomwe nthawi zambiri zimatanthauza mtengo wotsika.

Mtengo wa Adwords umasiyana kwambiri kutengera bizinesi yanu komanso mtundu wa mawu osakira omwe mukulunjika. Mwachitsanzo, mawu ofunika kwambiri pa Google ndi okhudzana ndi zachuma, inshuwalansi, ndi mafakitale ena omwe amachita ndi ndalama zambiri. Mawu ena otchuka akuphatikizapo maphunziro ndi “digiri.” Ngati mukukonzekera kulowa m'magawo awa, kuyembekezera kulipira ma CPC apamwamba. Mofananamo, ngati mukuyamba chithandizo chamankhwala, dziwani ma CPC apamwamba.

Mawonekedwe

Ngati mukugwiritsa ntchito njira yotsatsira yotchedwa AdWords pabizinesi yanu, mungakhale mukudabwa ngati mukupeza zotsatira zabwino kwambiri. Nkhaniyi ifotokoza za Adwords zomwe zidzatsimikizire kuti mukupeza ndalama zambiri zandalama zanu. Mwinanso mungadabwe ngati bungwe lanu likuchita ntchito yabwino kuyang'anira. Tiyeni tiwone zinthu zisanu zofunika kwambiri za Adwords kuti mupindule kwambiri ndi kampeni yanu yotsatsa.

Google yapitiliza kuyang'ana pa mafoni ndi ma bid automation. The “Zolemba ndi Zoyeserera” magwiridwe antchito a AdWords akuphatikiza kuwongolera kwakukulu kwazinthu ziwiri. Choyamba ndi a “kulemba” zomwe zimakulolani kuti musinthe popanda kuyambitsa kampeni yamoyo. Zatsopanozi zakhala zikupezeka kale kudzera pazida zoyang'anira gulu lachitatu monga AdWords Editor. Zimakupatsani mwayi kuyesa mitundu yosiyanasiyana ya kampeni yanu ndikuwona ngati ingakhudze bizinesi yanu.

Mawonekedwe atsopano a AdWords akuphatikizapo zinthu zingapo zomwe sizinalipo mu dashboard yakale. Komabe, dashboard yakale ichotsedwa posachedwa. Dashboard yatsopano idzalowa m'malo mwa tabu ya Mwayi. Ili ndi makhadi achidule okhala ndi maulalo oti mumve zambiri pazomwe zili patsambali. M'menemo, mutha kuyang'anira momwe kampeni yanu yotsatsa ikuyendera podina mawu osakira. Ndikofunika kumvetsetsa kusiyana pakati pa ma dashboard akale ndi atsopano kuti mukwaniritse bajeti yanu yotsatsa.

Kulunjika kwa Geographic

Mukamagwiritsa ntchito Google Adwords, muli ndi mwayi wokhazikitsa malo omwe mukufuna kuti mutsimikizire kuti malonda anu akuwonetsedwa kwa ogwiritsa ntchito dera linalake. Geotargeting iwonetsetsa kuti zotsatsa zanu zimangowonetsedwa kwa makasitomala omwe mumawafotokozera, zomwe zidzakulitsa kutembenuka kwa tsamba lanu ndi malonda a intaneti. Mudzalipira kokha kudina kwa ogwiritsa ntchito omwe ali okhudzana ndi malonda ndi ntchito zanu. Mutha kukhazikitsa zotsatsa zamtunduwu kudzera pamasamba anu ochezera kapena pakusaka, kuti mutha kulunjika anthu potengera komwe amakhala.

Pali mitundu iwiri ya geo-targeting yomwe ikupezeka ndi Google Adwords: dera ndi hyperlocal. Mtundu woyamba wa geo-targeting umakupatsani mwayi wosankha malo enaake mkati mwa dziko. Zolinga zachigawo ndizochepa, popeza dziko lililonse lili ndi mizinda ndi zigawo zake. Mayiko ena, komabe, kukhala ndi kusankha kokulirapo. Mwachitsanzo, ku United States, Zigawo za DRM zitha kuyang'aniridwa ndi Google Adwords. Komabe, Madera a Congressional ndi chisankho chabwino kwambiri kwa Andale. Mosiyana ndi zigawo, mutha kutchulanso malo enaake mkati mwa mzinda, monga moyandikana, kuchepetsa omvera anu.

Monga ndi njira iliyonse yatsopano yotsatsa, geo-targeting imatha kukulitsa masinthidwe anu. Komabe, muyenera kukumbukira kuti pali zolepheretsa pa njirayi, ndipo muyenera kudziwa momwe mungagwiritsire ntchito kampeni yanu. Ngakhale zingamveke ngati njira yabwino kwa mabizinesi am'deralo, mwina sichingakhale yankho lolondola lamitundu yapadziko lonse lapansi. Pomaliza, geo-targeting sikulowa m'malo mwa njira yabwino yapadziko lonse lapansi ya SEO.

Mawu osakira okhala ndi kuchuluka kwakusaka

Imodzi mwa njira zothandiza kwambiri zofikira makasitomala abwino ndikutsata makasitomala omwe akufunafuna malonda kapena ntchito zanu. Ndikofunika kudziwa kuti ndi mawu ati omwe ali ndi mawu osaka kwambiri, popeza awa ndi omwe ali opikisana kwambiri komanso omwe atha kupanga chiwonetsero chambiri komanso kugawana zowonera. Nawa maupangiri amomwe mungasankhire mawu ofunikira pabizinesi yanu. Kugwiritsa ntchito mawu osakira kukuthandizani kuti mukhale ndi masanjidwe abwinoko mu SERPs. Nawa maupangiri osankha mawu oyenera:

Musanasankhe mawu anu ofunika, lembani mndandanda wa mawu ogwirizana nawo. Brainstorming ndi gawo lofunikira pakufufuza kwa mawu osakira. Lembani mawu aliwonse omwe amabwera m'mutu mwanu. Sankhani mawu omveka pabizinesi yanu ndikuwagwiritsa ntchito potsatsa malonda. Ngati simungathe kubwera ndi chilichonse nokha, lembani mawu osakira omwe mukufuna kuti mufufuze. Mwachitsanzo, mungafune kugwiritsa ntchito liwu ngati “mchere” mumakampeni otsatsa.

Onani ma voliyumu osakira mwezi ndi mwezi. Mawu osakira anyengo atha kukhala ndi chiwonjezeko chachikulu pakufufuza mu Okutobala, koma kuchuluka kwakusaka kochepera mpaka Okutobala. Konzani zomwe mwalemba potengera mawu osakirawa chaka chonse. Kuti mudziwe mawu ofunika a nyengo, mutha kugwiritsa ntchito data ya Google Trends kapena data ya Clickstream. Kusaka kwa mawu osakira kumatha kukhala nyengo m'maiko osiyanasiyana. Ngati mukugwiritsa ntchito Adwords ngati gwero lanu lalikulu la magalimoto, onetsetsani kuti mwaphatikiza muzinthu zanu.

Mtundu wotsatsa

Pamene mukuyesera kukhathamiritsa bajeti yanu pa Adwords, pali njira ziwiri zofunika kuchita izo. Choyamba, mutha kugwiritsa ntchito kutembenuka kukuthandizani kukhazikitsa mabidi. Mwa stacking zochita kutembenuka, mukhoza kupanga chinthu chimodzi choyambirira $10 ndi zochita zina zachiwiri $20. Mwachitsanzo, kutsogolera ndikoyenera $10, chiwongolero chogulitsa bwino ndichofunika $20, ndipo kugulitsa ndikoyenera $50. Pogwiritsa ntchito kuyitanitsa kotengera mtengo, mumawononga kwambiri makasitomala opindulitsa pomwe mumagwiritsa ntchito ndalama zochepa pamtengo wotsika mtengo.

Kutsatsa pamtengo ndi njira yabwinoko chifukwa imakakamiza Google kuyang'ana kwambiri zotsatsa. Zimathandizanso otsatsa kukhathamiritsa makampeni awo malinga ndi zomwe zili zofunika kwambiri kwa iwo – magalimoto abwino komanso njira yowongolera pambuyo potembenuka. Kukongoletsera mtengo wanthawi zonse wamakasitomala kapena LTV ndi chisankho chabwino kwambiri kwa mabizinesi omwe akufuna kuchititsa makasitomala mozama. Kuphatikiza apo, inu mosavuta younikira kutembenuka makhalidwe, ndikugwirizanitsa njira yanu yoyitanitsa ndi zolinga zabizinesi yanu.

Mtengo wakudina kulikonse umadalira Quality Score ya malonda, ndi kutsitsa chigoli, kutsika mtengo. Komabe, kuchuluka kwa zotsatsa kukhudza masanjidwe amalonda anu pazotsatira zakusaka. Zotsatira Zapamwamba Zapamwamba zidzakulitsa mwayi wanu wowonetsedwa, kubweretsa mtengo wotsika podina. Choncho, CPC yotsika idzapangitsa bajeti yanu kupita patsogolo.

Kupambana kwa bizinesi yanu yapaintaneti kumadalira momwe mumatsatsa komanso kukhudzidwa kwamakasitomala. Muyenera kudziwa momwe mungagwiritsire ntchito nsanja za PPC monga AdWords kuti muwonjezere kuwonekera kwanu komanso kuchitapo kanthu kwa kasitomala. Werengani kuti mudziwe za mbali zazikuluzikuluzi. Sikochedwa kwambiri kuti muyambe kugwiritsa ntchito nsanja za PPC, kuphatikiza AdWords. Nawa malangizo ndi zidule zofunika kuti muyambe:

Kafukufuku wa mawu ofunika

Chimodzi mwazinthu zoyamba kupanga kampeni yopambana ya AdWords ndikupanga kafukufuku wamawu oyenera. Kugwiritsa ntchito Google Keyword Planner kungakuthandizeni kudziwa kuchuluka kwakusaka kwa mawu osakira omwe mukuganizira, mtengo uliwonse wa mawu ofunika, ndipo amangopereka mawu ndi ziganizo zina zoti agwiritse ntchito. Mukachita bwino, kafukufukuyu adzakuthandizani kupanga kampeni yomwe ikugwirizana ndi msika womwe mukufuna. Kukumbukira kuti kufufuza kwanu kwa mawu osakira ndikokhazikika, m'pamenenso zotsatsa zanu zizikhala zolunjika.

Imodzi mwa njira zodziwika komanso zothandiza zoyambira kufufuza mawu osakira ndikugwiritsa ntchito Google Keyword Planner. Chida ichi chikuwonetsa kuchuluka kwa mawu osakira mwezi uliwonse. Ngati mawu anu osakira ndi okwera pamagalimoto achilimwe, muyenera kuwalunjika pa nthawi imeneyo. Njira ina yofufuzira mawu ofunikira ndikugwiritsa ntchito zida monga Google AdWords’ ad builder kuti mupeze mawu osakira. Mukangochepetsa mndandanda wa mawu osakira, mukhoza kuyamba kupanga zinthu kutengera kusaka kumeneko.

Pamene mukugwiritsa ntchito kafukufuku wanu wa mawu ofunika, muyenera kuganizira zomwe mukufuna kuti tsamba lanu likwaniritse. Tiyeni uku, mudzadziwa zomwe omvera anu akufuna. Muyeneranso kuganizira cholinga chawo chofufuzira – zili ndi chidziwitso, kuyenda panyanja, kapena transaction? Kugwiritsa ntchito Google Keyword Planner, mutha kupeza lingaliro la mawu osakira otchuka pa niche yanu. Muyeneranso kuwona ngati mawu osakirawa akukhudzana ndi tsamba lanu. Kugwiritsa ntchito mawu osakira m'malo oyenera kuwonetsetsa kuti malonda anu amawonedwa ndi anthu oyenera.

Kupanga njira yabwino ya mawu osakira, muyeneranso kufufuza omwe akupikisana nawo’ masamba. Opikisana nawo’ mawebusaiti angakhale ndi zinthu zomwe sizikugwirizana ndi malonda kapena ntchito zanu monga zanu. Kugwiritsa ntchito mawu achinsinsi a Google, mudzatha kudziwa kuti ndi mawu ati omwe akuyendetsa magalimoto ambiri kwa omwe akupikisana nawo. Mutha kugwiritsa ntchito chidziwitsochi kuti mupange njira yopikisana ndi mawu osakira. Tiyeni uku, mutha kugwiritsa ntchito njirayi kuti mukweze tsamba lanu pa Google.

Zotsatira zabwino

Kupambana kwabwino kwa Adwords ndi chimodzi mwazinthu zofunika kwambiri kuti zotsatsa zanu zikhale zogwirizana. Adwords’ kuchuluka kwapamwamba kumatsimikiziridwa ndi ma algorithms omwe ali ofanana ndi ma algorithms amtundu wa organic. Kukwezera mphambu yanu yabwino, m'pamenenso malonda anu azikhala oyenera kwa omvera anu ndipo pamapeto pake mutembenuke. Nazi njira zina zowonjezerera zotsatsa zanu. Tikambirana zina mwazinthu zodziwika bwino zomwe zimakhudza kuchuluka kwa malonda anu.

Njira yabwino yowonjezerera chiwongolero chanu ndikuwunika momwe matembenuzidwe amalonda anu akusinthira. Yang'anirani kwambiri kuchuluka kwanu ndikuchotsa zotsatsazo ndi CTR yotsika. Yesani kusintha mutu wanu kuti muwonjezere kutembenuka kwa malonda anu. Ndiye, yesani kampeni yatsopano yotsatsa yokhala ndi zotsatsa zina. Izi zidzakulitsa mphambu yanu yabwino kwambiri. Kuti muwongolere kusintha kwanu, yesetsani kuwongolera zigawo zitatu izi:

Kutsika Kwabwino Kwambiri kumatha kukweza Mtengo wanu Pakudina (Zamgululi). Zitha kusiyanasiyana kutengera mawu omwe mukufuna, koma High Quality Score imatha kutsitsa CPC yanu. Kunena zowona, zitha kukhala zovuta kuwona zotsatira za Quality Score, koma zidzadziwika pakapita nthawi. Pali maubwino ena ambiri pa High Quality Score. Kumbukirani kuti maubwino awa amawonjezeka pakapita nthawi. Musayese kusintha kamodzi kokha – zotsatira zidzamanga pakapita nthawi.

Zotsatira Zapamwamba kwambiri zithandizira kuwonekera kwa malonda anu pazotsatira zakusaka. Google imapereka mphotho kwa otsatsa omwe amatha kupanga zotsatsa zapamwamba kwambiri. Ndipo malonda otsika amatha kuwononga bizinesi yanu. Ngati muli ndi bajeti yosinthira izi, ganizirani kulemba ntchito wolemba malonda. Kampeni yanu ikhala yopambana komanso yotsika mtengo ngati Quality Score yanu ndiyokwera. Choncho, zindikirani: Kupambana kwabwino si chinthu choyenera kutengedwa mopepuka.

Zamgululi

Mtengo pa dinani (Zamgululi) zotsatsa za Adwords zimasiyanasiyana kutengera zinthu zingapo. Mawu osakira ndi makampani omwe mukuwatsata amatsimikizira CPC. Izi zimatsimikizira kuchuluka kwa ndalama zomwe muyenera kulipira kuti muyendetse kampeni yanu. Pansipa pali zina mwazinthu zomwe zimatsimikizira CPC. Werengani kuti mudziwe zambiri. -Ndi omvera omwe mukufuna kuwatsata? Ndi mtundu wanji wa malonda kapena ntchito zomwe malonda anu angakonde?

-Kodi mukufuna kulipira zingati pakudina? Ndalama zomwe mumapereka siziyenera kupitilira malo anu opuma. Kukhazikitsa max CPC yanu kukhala yokwera kwambiri kumabweretsa matembenuzidwe ambiri, zomwe pamapeto pake zidzachepetsa ROI yanu ndi malonda. Mofananamo, kuchepetsa kuchuluka kwa CPC kudzachepetsa ROI yanu, koma zotsatira zake zimakhala zochepa. CPC ndiyofunikira chifukwa Google imayika malonda anu apamwamba pazotsatira ngati ali ndi Malonda apamwamba.

-Kodi muyenera kuwononga ndalama zingati pakudina? Ngakhale kuti CPC ndiyofunikira kuti mupeze zosintha, CPM ndiyabwino kukulitsa ROI yanu. Nthawi zambiri, mutha kupeza zambiri pakudina ndi CPC yotsika. Komabe, ngati mukuyang'ana CPC yotsika, zidzakhala zosavuta kupeza ROI yapamwamba. Njira yabwino yokwaniritsira bajeti yanu ya Adwords ndikuzindikira mtengo wapakati pakudina ndikuwerengera mtengo wanu pachikwi.

-CPC imatsimikiziridwa ndi mawu osakira omwe mukuyang'ana komanso mtengo uliwonse womwe malonda anu adzalandira. Pali zinthu zambiri zomwe zingakhudze CPC yanu yotsatsa, kuphatikiza mawu ofunika, tsamba lofikira, ndi zinthu zomwe zikuchitika. Ngati mukuyang'ana mawu osakira, High Quality Score ikhoza kukubweretserani phindu pa kampeni yanu ya PPC. Pomaliza, cholinga chanu ndikuwonjezera CPC yanu momwe mungathere, popanda kusweka.

Kubwereza

Kutsatsanso ndi Google AdWords kumakupatsani mwayi wowonetsa zotsatsa zachikhalidwe kwa alendo omwe adabwera patsambalo. Mutha kupanganso zotsatsa zotsatsa kutengera ma feed kuti mufikire alendo am'mbuyomu. Kugwiritsa ntchito kutsatsanso kungakupatseni mwayi wosintha alendo anthawi imodzi kukhala makasitomala obwereza. Kuti mudziwe zambiri za njira iyi, werenganibe. Nkhaniyi ikufotokoza zaubwino ndi ntchito zotsatsanso ndi AdWords. Itha kukhala njira yoyenera kuiganizira pabizinesi yanu.

Kutsatsanso ndi njira yabwino yokumbutsa alendo zinthu kapena ntchito zanu. Mutha kupanga zotsatsa zosiyanasiyana kutengera mtundu wazinthu zomwe adaziwonapo patsamba lanu. Mwachitsanzo, mutha kulunjika alendo omwe adayendera tsamba langolo patsiku lachisanu ndi chiwiri kapena 15 kapena okhawo amene adawona tsambalo pa tsiku lachisanu ndi chiwiri. Mwa kulunjika omvera anu potengera khalidwe lawo, mutha kukulitsa kutembenuka kwanu ndi ROI.

Mtengo pa dinani

Ngati mukuganiza kuti mumagwiritsa ntchito ndalama zingati pamtengo pakudina kwa Adwords, simuli nokha. Anthu ambiri amawononga ndalama zambiri $4 podina pa zotsatsa. Ndipo, ndi kafukufuku woyenera, mukhoza kuchepetsa chiwerengero chimenecho kwambiri. Njira zingapo zingakuthandizeni kutero. Choyamba, geo-changitsani malonda anu. Izi zikuthandizani kuti muwonetse zotsatsa kumitundu ina yazida zam'manja. Kachiwiri, mutha kuchepetsa kuchuluka kwa zotsatsa zomwe zimawonekera patsamba lomwe laperekedwa, kotero kuti okhawo ofunikira amawonetsedwa kwa alendo anu.

AdWords’ CPC ndiyotsika kwambiri m'mafakitale ambiri. Pafupifupi CPC pakufufuza pa Google ndi pafupifupi $1 ndi $2, koma akhoza kufika $50 ngati mukufuna kutsata kwambiri. Kutengera makampani anu, mtengo wanu, ndi opikisana nawo’ malonda, mutha kuwononga mazana kapena masauzande a madola patsiku pa AdWords. Komabe, kumbukirani kuti ngakhale ndi zida zaulere za Google, mutha kupangabe ndalama kuchokera kutsatsa.

Njira inanso yowonjezerera malonda anu ndikuwonjezera malonda anu. Komabe, ndizofunika kudziwa kuti kuyitanitsa mawu ofunikira kumasiyanasiyana kuchokera kumakampani kupita kumakampani. Ngati muli mu bizinesi ya zachuma, kutembenuka kwanu kwapakati kuli pafupi 2.70%. Kwa mafakitale monga e-commerce ndi inshuwaransi, avareji ndi pansi pa awiri peresenti. Mwanjira ina iliyonse, ndikofunikira kuyang'anira kampeni yanu mosamala ndikusintha zomwe mukufuna. Ndipo musaiwale kugwiritsa ntchito Google Sheet kutsatira kampeni yanu.

Pomwe mphambu zabwino ndi CPC ndizofunikira pa kampeni yanu ya AdWords, muyenera kuganiziranso za kuyika mawu anu ndi tsamba lofikira. AdWords’ Quality Score ndi muyeso wa kufunikira kwa zomwe muli nazo kwa osaka. Kukweza CTR yanu, ndizotheka kuti malonda anu adzadindidwa. Ngati tsamba lanu lofikira silikugwirizana, malonda anu adzakwiriridwa mu SERPs.