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Mukakhazikitsa kampeni yanu, Google ikupangirani magulu otsatsa. Izi zipangitsa kuwongolera zotsatsa zanu kukhala kosavuta. Gulu lililonse lazotsatsa lili ndi malonda amodzi, mawu amodzi kapena angapo, komanso kufananiza kwakukulu kapena kufananiza mawu. Google imayika mawu anu ofunikira kuti agwirizane kwambiri kuti ogwiritsa ntchito alembe mawu anu osakira kulikonse. Kawirikawiri, izi zimakhala zofananira bwino kwambiri. Mudzafuna kusintha mtengo uliwonse, mtengo pa chithunzi chilichonse, ndi mtengo uliwonse wogula kuti ugwirizane ndi bajeti yanu ndi zolinga zanu.
Mtengo woyenera pakudina kulikonse kwa Adwords umatsimikiziridwa ndikuzindikira ROI yanu. Kwa mabizinesi ambiri, masenti asanu pakudina kulikonse ndi okwanira. Njira ina yowonetsera izi ndi mtengo pakupeza, kapena 20% za ndalama. Kuti muwonjezere ROI, ganizirani kugulitsa makasitomala anu omwe alipo kuti muwonjezere mtengo wamalonda aliwonse. Kuti mudziwe momwe mungayendetsere CPC yanu, gwiritsani ntchito tchati chosinthika chomwe chili pansipa. Kugwiritsa ntchito tchati ichi, mutha kusankha zomwe mungagule pa liwu lililonse lachinsinsi ndi malonda.
Njira yothandiza kwambiri yochepetsera CPC yanu ndikutsata mawu osakira amchira wautali. Mawu osakirawa ali ndi kuchuluka kwakusaka kocheperako ndipo sangakope kusaka kosayenera. Mawu osakirawa amakhalanso ndi Score yapamwamba kwambiri, chomwe chiri chisonyezero cha kufunikira ndi mtengo wotsika podina. Adwords CPC imachokera kumakampani omwe muli nawo komanso mipikisano yampikisano. M'pamenenso makampani anu amapikisana, kuposa CPC.
Pali njira zingapo zokhazikitsira ma CPC ambiri, kuphatikizirapo kuyitanitsa pamanja ndi pamanja. Kutsatsa kwapamanja-pa-click-per-click ndi mtundu wodziwika kwambiri wa CPC. Njira yamanja imaphatikizapo kusintha CPC pamanja pamanja, pomwe kuyitanitsa kumagwiritsa ntchito pulogalamu yomwe imasinthiratu CPC yayikulu kwambiri kwa inu. Ngati simukutsimikiza kuti ndi njira iti yomwe ili yoyenera bizinesi yanu, Google imapereka malangizo. Koma chomwe mwasankha, muyenera kutsatira malangizo ochokera ku bungwe lanu lovomerezeka ndi Google.
Kutsatsa kwapang'onopang'ono kumatengera njira yogulitsira. Monga wosindikiza akulemba mitengo yolipira-pa-kudina, otsatsa ali ndi ufulu wosankha yomwe ikugwirizana ndi bajeti yawo. Mwambiri, mtengo wongodina umakwera kwambiri, kukwera kwa mtengo uliwonse. Komabe, mutha kukambirana ndi wofalitsa wanu kuti mukambirane za mtengo wotsika podina, makamaka ngati mukusaina mgwirizano wanthawi yayitali kapena wamtengo wapatali.
Ngakhale mtengo wa kudina kulikonse umasiyana kwambiri, kuchuluka kwa kudina kamodzi kuli pafupi $1 ku $2 mu Google AdWords. Pa network yowonetsera, ma CPC ambiri ali pansi pa dola imodzi. Kutengera mpikisano, mutha kuwononga ndalama zambiri $50 paliponse. Mwachitsanzo, bizinesi yogulitsa nyumba ikhoza kuwononga $10000 ku $10000 pa Adwords chaka chilichonse. Komabe, ngati mukuyang'ana kasitomala watsopano, mutha kuwononga ndalama zochepa $40 paliponse.
Mutha kutsitsa mtengo pogwiritsa ntchito mawu osafunikira pamakampeni anu a Adwords. Ndikofunika kukumbukira kuti si mafunso onse osaka omwe ali okhudzana ndi kampeni yanu, chifukwa chake muyenera kuwonjezera mawu osakira m'magulu anu otsatsa ndi makampeni. Ngati simukudziwa momwe mungagwiritsire ntchito mawu osakira, werengani kuti muwongolere pang'onopang'ono. Pali njira zambiri zogwiritsira ntchito mawu osakira mu Adwords. Nazi njira zina zogwiritsira ntchito.
Imodzi mwa njira zabwino zopezera mawu osakira ndikufufuza pa Google. Ingolembani mawu omwe mukuyesera kutsata ndikuwona zomwe zikubwera. Kenako muyenera kuwonjezera mawu osakira omwe sakugwirizana ndi kampeni yanu pamndandanda wanu wamawu osafunikira. Ngati simukudziwa kuti ndi mawu ati osafunikira omwe mungawonjezere, yang'anani Google Search Console yanu kapena ma analytics kuti mupeze mndandanda wa mawu osakira onse. Mukangowonjezera mawu osakira pa kampeni yanu ya Adwords, mudzakhala ndi mndandanda wa malonda osagwirizana kuti mupewe.
Njira ina yosinthira CTR ndikugwiritsa ntchito mawu osakira. Kugwiritsa ntchito mawu osakira kuwonetsetsa kuti malonda anu akuwoneka motsutsana ndi mawu ofunikira, kuchepetsa kuchuluka kwa kudina kotayidwa. Iwonjezeranso kuchuluka kwa alendo oyenerera pa kampeni yanu ndikuwongolera ROAS. Phindu lomaliza la kugwiritsa ntchito mawu osakira ndikuti simulipira zotsatsa zomwe sizikugwirizana ndi malonda kapena ntchito yanu.. Izi zikutanthauza kuti mutha kusunga ndalama pa bajeti yanu yotsatsa.
Kugwiritsa ntchito mawu osakira mu Adwords kumatha kukupulumutsirani nthawi ndi ndalama poletsa kusaka kopanda ntchito. Mutha kupanga mawu osakira omwe ali ogwirizana ndi malonda anu monga mawu omwe mukufuna. Mwachitsanzo, ngati mukufuna kugulitsa zinthu zaulere zokhudzana ndi thanzi, gwiritsani ntchito mawu oti 'mfulu'. Anthu omwe akufunafuna chithandizo chamankhwala chaulere kapena ntchito mwina sangakhale pamsika womwe mukufuna. Kugwiritsa ntchito mawu osakira ndi njira yabwino yochepetsera bajeti yowononga.
Mtengo pa chithunzi chilichonse (CPM) ndiye metric yofunika kutsatira pakutsatsa pa intaneti. Metric iyi imayesa mtengo wamakampeni otsatsa, ndipo nthawi zambiri amagwiritsidwa ntchito posankha media. Ndi njira yabwino yowonera chidziwitso chapamwamba cha kampani ndikuzindikira kuchuluka kwa zotsatsa zamitundu yosiyanasiyana. Nthawi zambiri, CPM ikhoza kugwiritsidwa ntchito kuyerekezera mphamvu ya kampeni yotsatsa. Kupatula kukhala metric yofunika kutsatira, CPM imathandizanso otsatsa kuti adziwe kuti ndi nsanja ziti zomwe zimakwaniritsa zolinga zawo.
Ma CPM awonjezeka kuyambira pa Q3 2017 koma sizinasinthe kwambiri kuyambira pamenepo. Pafupifupi, otsatsa adalipira $2.80 pachiwonetsero chilichonse mu Q1 2018, kuwonjezeka pang'ono koma kosalekeza. Pa Q1 2018, otsatsa adalipira $2.8 pachiwonetsero chilichonse, kukwera dollar kuchokera ku Q1 2017. Motsutsana, Ma CPC pa Google Display Network anali atabwerera $0.75 paliponse, kapena za 20 masenti apamwamba kuposa mu Q4 2017.
Ngakhale mawonedwe aulere a Ad ndi othandiza kwambiri kuposa malonda omwe amalipidwa, iwo sali oyenera mtengo. Izi “osadziwika” kufufuza kumachitika tsiku ndi tsiku. Izi zikutanthauza kuti Google sangathe kulosera cholinga cha wofufuza, koma imatha kuyerekeza kuchuluka kwa mawu osakira, monga “galimoto inshuwalansi,” ndiyeno konzani zotsatsa zake kutengera mawu osakirawo. Ndiye, otsatsa amangolipira kudina komwe amalandira.
Pomwe ma CPC pamasamba ochezera amasiyana, mtengo pa chithunzi chilichonse sichokwera kwambiri. Mwachitsanzo, CPC ya Facebook ndi $0.51 pa chithunzi chilichonse, pomwe LinkedIn ya CPC ili $3.30. Ma social media monga Instagram ndi Twitter ndiotsika mtengo, ndi CPC avareji ya $0.70 ku $0.71 pa chithunzi chilichonse. Zotsatsa izi zingowoneka ngati bajeti imatsitsimutsidwa tsiku lililonse. Tiyeni uku, otsatsa sayenera kuda nkhawa ndi kuwononga ndalama zambiri kapena kuwononga ndalama zambiri kuposa momwe amafunikira.
Chimodzi mwazinthu zofunika kwambiri kuziganizira potsatsa malonda pa Adwords ndi mtengo wopeza. Itha kukhala paliponse kuchokera ku madola angapo mpaka kuchepera $100, ndipo pafupifupi CPA ndi $0.88. Chifukwa chomwe chiwerengerochi ndi chochepa kwambiri ndi chakuti otsatsa ambiri sangabwereke kwambiri pazotsatsa zawo. Mwachitsanzo, ngati holide masokosi mtengo $3, kuyitanitsa $5 pakuti nthawi imeneyo ingakhale yosagwira ntchito.
Ngakhale ndikofunikira kudziwa kuchuluka kwa zotsatsa zanu zomwe zimakuwonongerani, ndizotheka kuwerengera CPA kutengera kutembenuka kwanu. Ngati kutembenuka kukuchitika kapena ayi ndizovuta kudziwa, koma zitha kuchitika potsatira kudzaza mafomu ndi ma signups. Komabe, palibe muyezo wapadziko lonse wodziwira mtengo pakugula kulikonse, ndipo bizinesi iliyonse yapaintaneti idzakhala ndi chinthu chosiyana, mtengo, m'mphepete, ndalama zoyendetsera ntchito, ndi kampeni yotsatsa.
Mtengo pakupeza, kapena CPA, zimatanthawuza kuchuluka kwa ndalama zomwe wotsatsa amawononga pakusintha kulikonse komwe kumapangidwa ndi malonda awo. Izi zikuphatikizapo malonda, kudina, mawonekedwe, zolembetsa zamakalata, ndi mitundu ina. Otsatsa nthawi zambiri amakambirana za mtengowu ndi maukonde otsatsa, koma zidziwike kuti si onse amene angagwirizane nazo. Mukakambirana za mtengo ndi wotsatsa, mtengo pakupeza kungadziwike.
Mtengo pakupeza ndi njira ina yofunika kutsatira pakutsatsa. Posankha kugwiritsa ntchito ndalama pa CPA, muyenera kudziwa kuchuluka kwa ndalama zomwe muyenera kugwiritsa ntchito kuti mupange malonda. Ogwiritsa ntchito a AdWords amatha kuyeza kupambana kwa zotsatsa zawo powona kuchuluka kwa ndalama zomwe malondawo akupanga.. Mtengo wogula nthawi zambiri umalumikizidwa ndi njira inayake yotsatsa, kotero ndipamwamba CPA, m'pamenenso wotsatsa amapindula kwambiri.
