Tagi: Wogulitsa Zotsatsa pa Google

Pali njira zambiri zosinthira malonda anu a Adwords. Mutha kukopera ndi kumata zotsatsa zomwe zilipo mu akaunti yanu, kapena chongani mabokosi onse awiri kuti musinthe. Mukamaliza kukopera ndikudina, mutha kufananiza kope lanu ndi mutu wanu ndi zotsatsa zina. Ngati kope silikugwira ntchito, yesani kulembanso ndikuwona matembenuzidwe anu. Mutha kufunanso kupanga zosintha zina kukopelo, nawonso. Nawa maupangiri owongolera kampeni yanu ya Adwords:

Mtengo pa dinani

Pomwe CPC ndichinthu chofunikira kwambiri pakutsatsa pa intaneti, pali njira zina zochepetsera ndalama. Pogwiritsa ntchito Google AdWords, mutha kuyika zotsatsa patsamba lililonse kutengera mawu kapena mawu. Mosasamala mtundu wabizinesi yanu, muyenera kuyang'anitsitsa zolipiritsa za Google kuti musapitirire. M'munsimu muli malangizo othandiza omwe muyenera kukumbukira posankha mtengo wanu podina.

Mtengo pakudina kulikonse kwa Adwords umasiyanasiyana kutengera zomwe zikutsatsa. Malo ambiri otsatsa pa intaneti amakhala otsatsa, kutanthauza kuti otsatsa amalipira malinga ndi kuchuluka kwa kudina komwe amalandira. Kukwera kwa otsatsa’ malonda, m'pamenenso malonda awo adzawoneka muzofalitsa zankhani. Ngati bizinesi yanu ikuyang'ana kuchuluka kwa magalimoto, ma CPC apamwamba angakuthandizeni kukulitsa mawonekedwe anu. Mutha kugwiritsa ntchito Google Analytics kuti muwone mawu osakira omwe akusintha bwino kwambiri.

Mtengo woyenera pakudina kulikonse udzadalira ROI yanu. Mabizinesi ambiri amawona kuti chiŵerengero cha zisanu ndi chimodzi ndi chovomerezeka pogwiritsira ntchito mtengo pa chithunzi chilichonse (Mtengo CPI) kutsatsa. Njira ina yowonera mtengo pakudina kulikonse ndi kuchuluka kwa kudina kwa ndalama. Powonjezera mtengo wa kasitomala, CPC yanu idzakhala yapamwamba. Khalani ndi cholinga chokulitsa kubweza kwa ndalama (MFUMU).

Kuti muwonjezere CPC pa kampeni yanu ya Adwords, ganizirani kukonza ROI ya njira zanu zina zotsatsa. Kukwaniritsa cholingachi kukulolani kuti mutengepo mwayi wotsatsanso zotsatsa pawailesi yakanema komanso kutumiza mwachindunji. Kuphatikiza apo, imelo imatha kugwira ntchito limodzi ndi njira zanu zonse zotsatsa, kukulitsa bizinesi yanu ndikuchepetsa mtengo. Mutha kuyang'anira bajeti yanu ndikukulitsa ROI yanu pogwira ntchito ndi Customer Acquisition Cost. Choncho, mukuyembekezera chiyani?

Mtengo pakupeza

CPA, kapena mtengo pa kugula, amayesa ndalama zonse zopezera kasitomala. Kusinthaku kungakhale kugula, kutumiza fomu, kutsitsa kwa pulogalamu, kapena kupempha kuyimbira foni. Mtengo pakupeza nthawi zambiri umagwiritsidwa ntchito poyesa mphamvu zamagulu ochezera, imelo malonda, ndi zotsatsa zolipira. Ngakhale SEO ilibe ndalama zotsatsa mwachindunji, n'zotheka kupeza lingaliro labwino la mphamvu ya malonda a imelo powerengera CPA pazochitika.

Ngakhale CPA ndiyofunikira pa kampeni iliyonse yotsatsa, ndizovuta kufananiza ndi benchmark yokhazikika. Zimasiyana mosiyanasiyana malinga ndi mankhwala, makampani, ndi mtengo. Kutsika mtengo pakupeza, ndibwinoko kampeni yanu yotsatsa. Kuwerengera CPA yanu, muyenera kuwerengera ma metrics angapo, kuphatikizirapo kubweza ndi maulendo apadera. Ngati CPA yanu ili pamwamba, njira yanu yotsatsa ingafunikire kusinthidwa.

Mutha kuwerengeranso CPA yamabizinesi opanda zinthu kapena ntchito. Mabizinesiwa amatha kutsatira otembenuka, monga kudzaza mafomu ndi kusaina ma demo, pogwiritsa ntchito mafomu. Komabe, palibe muyezo wodziwira mtengo woyenera pa kugula, popeza bizinesi iliyonse yapaintaneti imakhala ndi zinthu zosiyanasiyana, mitengo, m'mphepete, ndalama zoyendetsera ntchito, ndi kampeni zotsatsa. Njira yabwino yowerengera CPA ndikutsata kutembenuka kungati komwe kampeni yanu yotsatsa imapanga.

CPA ndi njira wamba younikira bwino kufufuza injini malonda. Zimakuthandizani kudziwa kuchuluka kwa ndalama zomwe mumawononga kuti mupeze kasitomala watsopano. CPA nthawi zambiri imawerengedwa kutembenuka koyamba, monga kusaina fomu kapena kulembetsa kwa demo. Muthanso kuyang'anira ndikuyesa kuchita bwino kwa zotsatsa zanu ndikuwona kuti ndi ndalama zingati kuti mupeze. M'pamene mumapeza matembenuzidwe ambiri, zochepa zomwe mudzalipira pakapita nthawi.

Mtengo wotembenuka

Ngati mukuyang'ana kuti muwonjezere kutembenuka kwanu pa Adwords, pali zina zomwe muyenera kuchita kuti muwongolere. Choyamba, muyenera kumvetsetsa kuti kutembenuka kuli kotani. Matembenuzidwe mu Google Adwords ndiye kuchuluka kwa alendo omwe amadina malonda anu ndikutembenuza. Kutembenuka uku kungakhale chirichonse kuchokera 10% ku 30%. Kutembenuka kwabwino kwambiri ndi katatu kapena kasanu kuposa kuchuluka kwamakampani. Kuti muwonjezere kutembenuka kwanu, muyenera kuyesa zotsatsa zosiyanasiyana ndikuyesa kuyenda kwa tsamba lanu. Izi zidzakuthandizani kumvetsetsa zomwe zikugwira ntchito ndi zomwe sizikugwira ntchito. Komanso, mutha kutenga mwayi pakutsatsanso kuti mutengenso alendo omwe awonetsa chidwi ndi zinthu zanu.

Nthawi zambiri, wotsatsa aliyense akuyenera kukhala ndi chiwongola dzanja cha otembenuka osachepera 2.00%. Izi zikutanthauza kuti kwa aliyense 100 obwera patsamba, osachepera awiri ayenera kulemba fomu yolumikizirana. Kwa makampani a B2B, mlingo uwu uyenera kukhala pamwamba pa ziwiri. Kwa mawebusayiti a e-commerce, ziyenera kukhala madongosolo awiri pa alendo zana. Komabe, pali zochitika zina pamene mlendo salemba fomu, koma kutembenuka kuyenera kuwerengedwabe. Mosasamala kanthu za mlanduwo, kutembenuka kwakukulu pa Adwords kudzakulitsa bizinesi yanu ndikukulitsa ROI yanu.

Chinthu chinanso chofunikira pakuwongolera kutembenuka ndikungoyang'ana makasitomala anu abwino. Mwa kulunjika pa omvera oyenera, mudzatha kulanda pansi pamayendedwe amtundu womwe mukuyang'ana. Ngakhale otsatsa ambiri amawononga ndalama zambiri potsatsa, ochepa okha peresenti kwenikweni otembenuza. Ngati muyang'ana pa omvera oyenera, mutha kukulitsa ndalama zanu ndikuchepetsa mtengo wanu. Mukakhala ndi makasitomala oyenera, kutembenuka kwanu kudzakwera kwambiri!

Kafukufuku wa mawu ofunika

Ngati mukufuna kuti kampeni yanu yotsatsa ikhale yothandiza momwe mungathere, ndikofunikira kumvetsetsa kufunikira kwa kafukufuku wamawu ofunikira. Kusankha mawu osafunikira kungawononge nthawi yanu ndi mphamvu zanu, popeza anthu omwe amazisaka sangakhale akufufuza malonda anu. Kugwiritsa ntchito mawu osakira kukuthandizani kuti mufikire omvera omwe mukufuna. Nawa maupangiri opangitsa kuti njira yanu yofufuzira mawu osakira ikhale yosavuta. – Phunzirani za munthu wogula. Wogula persona ndi gulu la mawu osakira omwe amawonetsa cholinga chofufuza chofanana. Ikhoza kukuthandizani kutsata omvera enieni, ndi kupanga zinthu moyenerera.

– Dziwani omvera anu. Kufufuza kwa mawu osakira kumakupatsani chidziwitso chomwe mukufunikira kuti mudziwe zosowa za omvera anu. Zimakuthandizaninso kudziwa kuti ndi mawu ati omwe ali oyenera patsamba lanu, ndi omwe ali opikisana kwambiri. Izi zitha kukhala zothandiza pamalingaliro anu okhutira komanso njira yanu yonse yotsatsa. Nthawi zambiri, anthu amafufuza mayankho pa intaneti, ndi kugwiritsa ntchito mawu ofunikira kungakuthandizeni kutsata omvera oyenera. M'mene zinthu zanu zimayang'ana kwambiri, kuchuluka kwa magalimoto omwe mungayembekezere kupeza.

– Dziwani mpikisano wanu. Kugwiritsa ntchito zida zofufuzira mawu osakira, mutha kudziwa zomwe omwe akupikisana nawo akulozera komanso momwe amapikisana nawo. Onetsetsani kuti mwasankha mawu osakira omwe sali opikisana kwambiri kapena osasintha. Sankhani ma niches okhala ndi kuchuluka kwamagalimoto ambiri. Mawu oyenerera adzakopa anthu ambiri. Pomaliza, yerekezerani mawu anu osakira ndi omwe akupikisana nawo’ zokhutira ndi malo. Mukakhala ndi lingaliro lomveka bwino la zosowa za omvera anu, mutha kuyamba kulemba zomwe zili kuti mukwaniritse zosowazo.

Kupanga malonda okopa

Kupanga kutsatsa kwabwino ndikofunikira ngati mukufuna kuti bizinesi yanu ikhale yosiyana ndi ena onse. Kutsatsa kwabwino kuyenera kukhala koyenera komanso kosiyanasiyana, ndikuyankha funso lomwe owerenga angakhale nalo lokhudza malonda kapena ntchito yanu. Kupanga malonda ndikosavuta komanso kovuta, chifukwa dziko la digito lili ndi malangizo ndi zida zambiri. Nazi zinthu zisanu ndi ziwiri zomwe muyenera kukumbukira popanga malonda opambana:

Gwiritsani ntchito mawu amphamvu – awa ndi mawu osakira omwe amakokera owerenga ndikukopa chidwi chawo. Kugwiritsa ntchito mawu “inu” muzotsatsa zanu ndi imodzi mwa njira zabwino kwambiri zopezera chidwi cha omvera anu. Anthu amayankha bwino pamakope otsatsa omwe amawayang'ana, osati bizinesi yanu. The “inu” mu malonda anu amaika kasitomala pa munthu amene akuwerenga malonda, ndipo potero amaonjezera mwayi wakuwadina.

Mukamapanga kopi yanu yotsatsa, kumbukirani kulemba mutu wankhani wokopa, zomwe zimalongosola zomwe malonda anu kapena ntchito yanu ili ndipo imaphatikizapo mawu ofunikira kwambiri kuchokera ku gulu lanu lazotsatsa. Izi zikuthandizani kuti mawu anu akhale abwino kwambiri. Ngati muli ndi mawu osakira angapo pagulu, musamve kuti muli ndi udindo wolemba zolemba zosiyana za aliyense. M'malo mwake, Ganizirani za mutu wonse wa gulu la zotsatsa, ndi kulemba mawu mozungulira mawu osakira omwe amawoneka ogwirizana kwambiri ndi gulu lazotsatsa.

Ngati ndinu watsopano ku Adwords, kalozera uyu wachangu adzaphimba zoyambira: Kafukufuku wa mawu ofunika, Mitundu ya kampeni, Mtengo wa CPC, ndi mawu osakira. Nditawerenga nkhaniyi, mudzakhala okonzeka kukhazikitsa kampeni yanu yoyamba ya AdWords! Pitilizani kuwerenga malangizo ndi zidule za momwe mungapangire kampeni yanu kukhala yopambana. Mudzakhala ndi chidaliro chochuluka kuposa kale! Choncho yambani! Ndipo musaiwale kuti muwone maupangiri athu ena a Adwords ndi zolemba za momwe mungapangire maupangiri ndi zidule zambiri.

Kafukufuku wa mawu ofunika

Imodzi mwa njira zabwino zopezera mawu osakira ndi kugwiritsa ntchito chida monga chida cha Bing's keyword. Bing ndi injini yosaka yachiwiri padziko lonse lapansi, processing mopitirira 12,000 amafufuza mamiliyoni mwezi uliwonse. Chida ichi chidzakupatsani mndandanda wamalingaliro achinsinsi malinga ndi mawu omwe mwasankha. Gwiritsani ntchito mindandanda iyi kuti mupange zinthu, kuwonjezera mwayi wanu wokopa alendo atsopano. Mukhozanso kugwiritsa ntchito mindandanda iyi kupanga zatsopano, monga positi yabulogu kapena kanema.

Kufufuza kwa mawu osakira ndi njira yodziwira mawu osakira omwe anthu amagwiritsa ntchito posaka zinthu kapena ntchito zanu. Pochita izi, muphunzira za mitu yomwe ili yotchuka komanso mitundu yazinthu zomwe anthu akufufuza. Kudziwa mawu osakira omwe ali otchuka pakati pa omwe mukufuna kukuthandizani kukuthandizani kudziwa zomwe mungapange. Mukakhala ndi mndandanda wa mawu osakira, mutha kulunjika mawuwa ndi zolemba zamalonda, malonda ochezera a pa Intaneti, ndi njira zina.

Pofufuza mawu osakira, mufuna kuyang'ana pa zomwe zili zenizeni kuposa zamba. Chifukwa chake ndi chosavuta: ngati mawu osakira ndi otakata, sizingatheke kufikira omvera anu. Ngati mugwiritsa ntchito mawu osakira, mukhoza kutaya nthawi ndi ndalama. Mawu osakira, mbali inayi, sichidzabweretsa magalimoto ambiri. Mukapeza mawu osakira enieni, kupezeka kwanu pa intaneti kudzakhala kopambana. Mndandanda wa mawu osakanizidwa bwino udzakulolani kuti mugwirizane ndi omvera omwe ali ndi zomwe zili zoyenera.

Pali zida zingapo zaulere komanso zoyambira zomwe zingakuthandizeni pakufufuza kwanu mawu osakira. Moz's Keyword Explorer ndi chida chimodzi chotere, ndipo imapereka mitundu yaulere komanso ya premium. Ndemanga ya Larry Kim ya Moz's Keyword Explorer ingakupatseni lingaliro la momwe Moz's Keyword Explorer ilili yothandiza.. SEMrush ndi chida china chabwino chachinsinsi chokhala ndi mtundu waulere komanso wolipira. Mukhoza kuyesa zonse ziwiri musanapange chisankho chomaliza.

Mtundu wa kampeni

Pali njira zambiri zowonjezerera bajeti yanu yotsatsa pogwiritsa ntchito mitundu yosiyanasiyana ya Kampeni yomwe ikupezeka mu Adwords.. Pamene wofufuza akulemba mawu odziwika, injini yosakira iwonetsa maburashi a Morphe kwa ogwiritsa ntchito. Kusaka kwamtunduwu ndikwabwino kwa ma brand omwe ali ndi chidziwitso chambiri, chifukwa cholinga chake ndi chakuti wofufuzayo akhale kasitomala. Pomwe mphotho za kampeni yamtunduwu ndi yayikulu, sikophweka kutembenuza osaka amenewo kukhala makasitomala. Mwachitsanzo, pamene wina akufufuza “Morphe brushes,” malonda adzatulukira kwa maburashi ogulitsa kwambiri a Morphe. N'chimodzimodzinso ndi mapepala a eyeshadow.

Mtundu wina wa kampeni ndi kampeni yokhazikika, zomwe zimayika malonda anu pamasamba ofanana. Mtundu wa kampeniwu ndiwothandiza makamaka kwa mabizinesi am'deralo. Zotsatsa zamtunduwu zimawonetsa zidziwitso zoyenera zamabizinesi munjira yolumikizirana. Mutha kusankha komwe mungayang'ane komanso nthawi yayitali bwanji yomwe mukufuna kuti zotsatsa zanu ziyendere. Zotsatsa zamtunduwu zimatha kukulitsa kuwonekera kwa mtundu wanu ndikuwonjezera mphamvu yakutsatsanso. Ngati mukuyendetsa kampeni ya infographic, zotsatsa zanu zidzayikidwa pamasamba ofanana.

Pali njira zina zolimbikitsira kampeni yanu ya Adwords. Kampeni yofufuzira yodziwika bwino ingakuthandizeni kudziwa bwino zomwe omvera anu akufuna. Makampeni osakira odziwika atha kukuthandizaninso kupanga zotsogola komanso zolinga zapamwamba. Mwachitsanzo, mutha kuyendetsa zotsatsa patsamba la bizinesi yanu, ndiyeno gwiritsani ntchito ulalo wa tsamba lofikira kuti muyendetse magalimoto ambiri. Iyi ndi njira yabwino yokopa alendo atsopano ndikuwonjezera kutembenuka kwanu.

Mtengo wa CPC

Mutha kukhala mukuganiza kuti mungachepetse bwanji kutsatsa kwa CPC kwa Adwords kuti muwonjezere phindu. Ngakhale iyi ndiyo njira yowonekera kwambiri yochitira zimenezo, ndi imodzi yokha mwa njira zambiri. Muyeneranso kuganizira zochepetsera mbali zina za kampeni yanu. Kugwiritsa ntchito Pathvisit ndi chida chotsatsa chilichonse chomwe chimatha kuyang'anira mafoni, tembenuzani alendo ambiri, ndikupanga malipoti otsatsa. Potsitsa mtengo wanu wa CPC, mutha kuwonjezera mwayi wanu wowona ROI yapamwamba komanso kuwononga ndalama zochepa.

Kutengera bajeti yanu, mutha kukhazikitsa kuchuluka kwa CPC pa liwu lililonse lachinsinsi kapena gulu lazotsatsa. Mutha kusintha mabidi anu pamanja, kapena gwiritsani ntchito njira yodzipangira yokha. Kutsatsa pamanja kumakupatsani mwayi wokhazikitsa kuchuluka komwe mungafune kugwiritsa ntchito mawu osakira kapena gulu lazotsatsa. Izi zimakupatsani mwayi wowongolera bajeti yanu ndikukhala mwanzeru kwambiri ndi zotsatsa zanu za ROI ndi zolinga zabizinesi.. Pali maubwino angapo ogwiritsira ntchito kuyitanitsa pamanja.

Pomwe ogwiritsa ntchito ambiri a AdWords amagwiritsa ntchito kuyitanitsa kwa CPC pamakampeni awo, mungafunenso kuganizira kugwiritsa ntchito njira ina – CPM. Pomwe kuyitanitsa kwa CPC ndikokhazikika kwa kampeni ya PPC, CPM ndiye njira yabwino kwambiri ngati mukufuna kuti zotsatsa zanu ziwonekere patsamba lapamwamba la injini zosaka. Pankhani yowongolera ndalama, CPC ndiye metric yoyambira. Idzasiyana pamakampeni ndi zotsatsa zosiyanasiyana.

Monga njira ina iliyonse yotsatsira, bajeti ya tsiku ndi tsiku ndiyofunikira. Ngati simunatsatsepo kale pa intaneti, kampeni yoyamba ya Google Adwords iyenera kuyamba mu $20 – $50 osiyanasiyana, ndiyeno sinthani mmene mungafunikire. Pamene mukupitiriza kuyang'anira zotsatira, mutha kusintha bajeti yanu nthawi iliyonse. Kugwiritsa ntchito Zida za Google AdWord kungakuthandizeni kusintha bajeti yanu yatsiku ndi tsiku kuti mukwaniritse bwino kampeni yanu. Ngati muli ndi vuto lililonse kusintha malonda anu, Google AdWords Grader ndiye chida chabwino kwambiri chothandizira kupanga zisankho zabwino kwambiri pabizinesi yanu.

Mawu osakira

Njira imodzi yowonjezerera kufunikira kwa malonda anu ndikuphatikiza mawu osafunikira pamakampeni anu a PPC. Mawu osakirawa samangolumikizana ndi funso lomwelo. Ayenera kukhala ndi mawu ofanana, amodzi ndi ambiri, ndi mitundu ina ya mawu. Mwachitsanzo, ngati mukuyesera kusankha “phiri,” kampeni yanu yamawu osafunikira iyeneranso kuphatikiza zosiyana monga phiri ndi phiri. Komabe, mawu osakira samangogwira ntchito mofanana ndi makampeni osaka, kotero onetsetsani kuyesa njira zingapo.

Kuti mupindule kwambiri ndi njira imeneyi, muyenera kudziwa mawu omwe anthu akulemba mu injini yosakira komanso omwe alibe ntchito pabizinesi yanu. Lipoti la Search Query mu Adwords likudziwitsani zomwe anthu akulemba asanafike patsamba lanu.. Mukangodziwa mawu osakira omwe alendo anu akulemba mubokosi losakira, mutha kusankha kuwaphatikiza mu kampeni yanu yotsatsa.

Pogwiritsa ntchito mawu osakira, mutha kukonza zonse zomwe mukufuna kufufuza popatula mawu osafunikira. Muthanso kusanja mawu otsatsa a “miyala yofiira” kapena zosankha zofanana. Zotsatira zonse zogwiritsa ntchito mawu osakira ndikutsata omvera anu ndikuwonjezera kubweza kwanu pazachuma. Phunzirani momwe mungagwiritsire ntchito mu AdWords powerenga nkhaniyi. Mudzawona momwe mawu osakira angakulitse phindu lanu m'masabata ochepa chabe.

Kugwiritsa ntchito mawu osakira mu Adwords sikungowonjezera kuchita bwino kwa malonda anu, koma adzakupulumutsirani ndalama pochepetsa mtengo wanu podina (Zamgululi). Pochepetsa kudina kosasintha, mudzasunga ndalama zomwe mungathe kuziyika ku kampeni yabwino kwambiri. Koma phindu lalikulu logwiritsa ntchito mawu osakira ndikuti adzakuthandizani kukweza matembenuzidwe anu ndikuchepetsa mitengo yotsika..

Nzeru zopikisana

Ubwino wampikisano wanzeru pabizinesi yanu umapitilira kungomvetsetsa omwe akupikisana nawo. Zimakuthandizani kudziwa malingaliro awo apadera ogulitsa, omvera omwe akufuna, mapulani amitengo, ndi zina. Luntha lampikisano limakuthandizani kupanga zisankho zoyendetsedwa ndi data zomwe zitha kupanga zotsatsa zanu, kampeni, ndi zogulitsa zogwira mtima kwambiri. Izi zitha kukuthandizani kukulitsa zotsatsa zanu komanso zotsatsa zanu, komanso kuzindikira mwayi watsopano ndi zoopseza zomwe zingakulitse phindu lanu. Tiyeni tiwone zitsanzo zina za nzeru zopikisana.

Kupeza nzeru zampikisano kumatanthauza kudziwa omwe akupikisana nawo’ njira zazikulu, momwe amafikira kutsatsa, ndi njira ziti zomwe amagwiritsa ntchito kuti awonjezere malire awo. Ndi kutha 4.9 mabiliyoni ogwiritsa ntchito intaneti, Kukhala patsogolo pa mpikisano wanu ndikofunikira kuti bizinesi ikhale yopambana. Malinga ndi Crayon's State of Market Intelligence,’ 77% mabizinesi amatchula nzeru zampikisano ngati chinthu chofunikira pakupambana msika. Luso lampikisano limathandizanso kwa ma brand omwe akuyang'ana kuti awonjezere ndalama mwachangu momwe angathere.

Njira ina yopezera nzeru zampikisano pa kampeni yanu ya Adwords ndikuwunika mpikisano wanu. Chida chabwino champikisano chanzeru chimakupatsani mwayi wofananiza zomwe omwe akupikisana nawo akugawana ndikukudziwitsani zatsopano zikasindikizidwa.. Mwachitsanzo, BuzzSumo ndi chida chabwino kwambiri chofufuzira, chifukwa zikuthandizani kudziwa zamtundu wanji zomwe mpikisano wanu akugwiritsa ntchito kufikira ogula. Chida ichi chanzeru champikisano chimadaliridwa ndi makampani ngati HubSpot, Expedia, ndi Telegraph. Ikhoza kukuthandizani kudziwa momwe opikisana nawo amagwiritsira ntchito zomwe zili kuti apange magalimoto ndi kutembenuka.

Maspredishiti apamwamba ampikisano okhala ndi mawonekedwe azikhala ndi zambiri zama metric, mayina amakampani, zotsatsa, ndi malonda omwe alibe chizindikiro. Iyeneranso kukhala ndi ma tabo owonjezera okhala ndi mawu osakira, malonda, masamba otsikira, ndi zina. Ngati mukuyang'ana omwe akupikisana nawo omwe akuyesa mayeso, mutha kuyang'ana pansi kuti muwone kuti ndi iti mwa malonda awo ndi masamba omwe akufikira omwe akuchita bwino. Mutha kuyamba kufananiza zotsatira zanu ndi zawo. Ngati mukugwiritsa ntchito Adwords kwa PPC, mudzakhala ndi malire pa mpikisano wanu ngati mukudziwa zomwe mukuchita.

Pali njira zingapo zokhazikitsira akaunti yanu ya Adwords. Kutengera zolinga zanu, mutha kugwiritsa ntchito imodzi mwamapangidwe awa: Cholinga cha kampeni, Biding system, ndi Mtengo. Kugawanitsa kuyesanso ndi njira. Mukakhazikitsa mtundu wabwino kwambiri wa kampeni yanu, ndi nthawi yoti mudziwe momwe mungagwiritsire ntchito bajeti yanu yotsatsa. M'munsimu muli malangizo ena okuthandizani kuti muyambe. Kupanga kampeni yothandiza kwambiri, werengani bukuli.

Mtengo

Mtengo wa Adwords umasiyana malinga ndi mitundu ingapo. Mtengo wapakati uli pafupi $1 ku $5 paliponse, pomwe ndalama za Display Network ndizotsika kwambiri. Mawu ena osakira ndi okwera mtengo kuposa ena, ndipo mpikisano mkati mwa msika umakhudzanso mtengo. Mawu ofunika kwambiri a Adwords nthawi zambiri amakhala okwera mtengo kuposa wapakati, ndipo nthawi zambiri amakhala m'misika yopikisana kwambiri, monga zamalamulo ndi mafakitale a inshuwaransi. Komabe, ngakhale ndi zokwera mtengo, Adwords akadali njira yabwino yogulitsira bizinesi yanu pa intaneti.

Ngakhale CPC sichipereka chidziwitso chochuluka pachokha, Ndilo poyambira kwambiri kumvetsetsa mtengo wa Adwords. Metric ina yothandiza ndi CPM, kapena zowonera mtengo pa chikwi. Metric iyi imakupatsani lingaliro la ndalama zomwe mumawononga potsatsa, ndipo ndiwothandiza pamakampeni onse a CPC ndi CPM. Mawonekedwe amtundu ndi ofunika pakukhazikitsa kampeni yotsatsa kwanthawi yayitali.

Mtengo wa Adwords ndi kuchuluka kwa mtengo wanu pakudina kulikonse (Zamgululi) ndi mtengo pa mawonedwe chikwi (CPM). Ndalamazi siziphatikiza ndalama zina, monga kuchititsa tsamba lanu, koma zikuyimira bajeti yanu yonse. Kukhazikitsa bajeti ya tsiku ndi tsiku komanso kubwereketsa kwambiri kungakuthandizeni kuwongolera mtengo wanu. Muthanso kuyika zotsatsa pamawu achinsinsi kapena gulu la zotsatsa. Ma metric ena ofunikira oti muwunikire ndi monga momwe alili, zomwe zimakuuzani momwe malonda anu alili pakati pa zotsatsa zina. Ngati simukudziwa momwe mungakhazikitsire zotsatsa zanu, mutha kugwiritsa ntchito chidziwitso cha Auction kuti muwone kuchuluka kwa otsatsa ena akulipira.

Kuwonjezera pa bajeti yanu, mlingo wanu wa khalidwe umakhudzanso mtengo wa Adwords. Google imawerengera mtengo wa kampeni ya Adwords kutengera kuchuluka kwa otsatsa omwe ali ndi zotsatsa za mawu ofunika kwambiri. Kukwezera mlingo wanu wapamwamba, kutsika mtengo pa kudina kudzakhala. Mbali inayi, ngati chiwongola dzanja chanu ndichabwino, mudzalipira zambiri kuposa mpikisano wanu. Choncho, ndikofunikira kumvetsetsa bajeti yanu ya Adwords kuti mukhalebe mkati mwake ndikuwona zotsatira zabwino.

Biding system

Zosintha pamachitidwe oyitanitsa ndi makina ofananirako mu Adwords ali ndi otsutsa ambiri omwe amanyoza Google. Poyamba, wotsatsa malonda a hotelo akhoza kutsatsa mawuwo “hotelo,” kuonetsetsa kuti malonda ake adzawonekera pamwamba pa SERPs. Zinkatanthauzanso kuti malonda awo amawonekera m'mawu omwe ali ndi mawuwo “hotelo.” Izi zimadziwika kuti machesi otambalala. Koma tsopano, ndi zosintha za Google, machitidwe awiriwa salinso osiyana kwambiri.

Pali njira zingapo zomwe mungawonjezere kudina kwanu mkati mwa bajeti. Njirazi ndi zabwino ngati mukufuna kukulitsa kutembenuka kwanu ndikupeza voliyumu yochulukirapo. Koma dziwani kuti mtundu uliwonse wa njira zopezera ndalama uli ndi phindu lake. Pansipa pali mitundu itatu ikuluikulu yamakina opangira ndalama komanso ubwino wake. Ngati ndinu watsopano ku Adwords, njira yanu yabwino ndikuyesa njira ya Maximize Conversions, zomwe zimangosintha zotsatsa kuti ziwonjezeke kutembenuka.

Njira zodzipangira zokha zimachotsa kutsatsa kolipira, koma mutha kupezabe zotsatira zabwino ndi njira zamanja. Kutsatsa ndi ndalama zomwe mungafune kulipira mawu ofunika kwambiri. Koma dziwani kuti kutsatsa sikumatengera udindo wanu; Google safuna kupereka malo apamwamba kwa munthu amene amawononga ndalama zambiri pa mawu ofunika. Ndicho chifukwa chake muyenera kuwerenga za ndondomeko yogulitsa malonda musanagwiritse ntchito.

Kutsatsa pamanja kumakupatsani mwayi wowongolera kuchuluka kwa zotsatsa zilizonse. Mutha kugwiritsa ntchito Bidding System kuti muchepetse bajeti yanu pomwe zotsatsa sizikuyenda bwino. Mwachitsanzo, ngati mankhwala anu ndi otchuka kwambiri, mungafune kugwiritsa ntchito mafananidwe otakata m'malo mofanana ndendende. Broad match ndi njira yabwinoko pakufufuza wamba, koma zidzakutengerani ndalama zochulukirapo. Kapenanso, mukhoza kusankha machesi enieni kapena mawu ofanana.

Cholinga cha kampeni

Pali njira zingapo zokhazikitsira cholinga cha kampeni mu Google Adwords. Mutha kukhazikitsa bajeti yatsiku ndi tsiku, zomwe ndi zofanana ndi ndalama zanu zamwezi zamwezi za kampeni. Ndiye, agawe chiŵerengerocho ndi chiŵerengero cha masiku a mwezi umodzi. Mukangopanga bajeti yanu yatsiku ndi tsiku, mutha kukhazikitsa njira yanu yoyitanitsa molingana. Kuphatikiza apo, Zolinga za kampeni zitha kukhazikitsidwa pamitundu yosiyanasiyana yamagalimoto. Kutengera zolinga zanu za kampeni, mukhoza kusankha kulunjika kaya malo enieni kapena omvera enieni.

Cholinga cha kampeni ndiye chinthu chofunikira kwambiri pa kampeni yonse. Cholingacho chiyenera kufotokoza momveka bwino zomwe ziyenera kusintha kuti kampeni ikhale yopambana. Ayenera kukhala achidule momwe angathere, ndipo ziyenera kulembedwa m’njira yoti onse okhudzidwa ndi ndawalayi amvetse. Cholingacho chiyeneranso kukhala chachindunji, chotheka, ndi zowona. Izi zimathandiza kudziwa zinthu zofunika kuti akwaniritse cholinga chimenecho. Kugwiritsa ntchito malingaliro osintha, mutha kukhazikitsa zolinga zenizeni za kampeni yanu.

Gawani zotsatsa zoyesa

Pali njira ziwiri zoyambira kuyesa zotsatsa zanu mu Google Adwords. Choyamba, muyenera kupanga malonda awiri osiyana ndikuwayika mu gulu lanu malonda. Ndiye, mudzafuna kudina chilichonse kuti muwone chomwe chikuchita bwino. Mutha kuwona kuti ndi mtundu wanji wa malonda anu omwe ali othandiza kwambiri. Kuti kuyesa-kugawa kukhala kothandiza momwe mungathere, tsatirani zotsatirazi.

Pangani magulu awiri osiyanasiyana otsatsa ndikukhazikitsa bajeti pazotsatsa zilizonse. Kutsatsa kumodzi kumawononga ndalama zochepa, pamene winayo adzawononga ndalama zambiri. Kuti mudziwe bajeti yanu yotsatsa, mutha kugwiritsa ntchito chowerengera bajeti ya kampeni. Chifukwa mayeso ogawa ndi okwera mtengo, mudzataya ndalama zina, koma mudzadziwanso ngati zotsatsa zanu zikugwira ntchito. Ngati ma seti awiriwa akufanana, onetsetsani kuti mwasintha bajeti yanu moyenera.

Mutatha kusankha magulu awiri otsatsa, sankhani yomwe ingapangitse kuchuluka kwa kudina. Google ikuwuzani yomwe ili yopambana kwambiri. Ngati malonda anu oyamba amadina kwambiri, ndiye ndi chizindikiro chabwino. Koma gulu lachiwiri la zotsatsa lili ndi kutsika kocheperako. Mufuna kutsitsa mtengo wanu mukayembekezera kuwona CTR yapamwamba kwambiri kuchokera kugulu lina lazotsatsa. Tiyeni uku, mukhoza kuyesa zotsatira za malonda anu pakusintha kwanu.

Njira ina yogawanitsa zotsatsa za Facebook ndikusintha kampeni yanu yomwe ilipo. Kuchita izi, sinthani zotsatsa zanu ndikusankha batani la Split. Facebook imangopanga zotsatsa zatsopano ndi zosinthazo ndikubwezera yoyambayo. Mayeso ogawanika adzatha mpaka mutakonzekera kuti asiye. Ngati mayeso anu ogawanika apambana, muyenera kupitiriza kampeni ndi zotsatira za mayeso anu. Mutha kugawa zotsatsazo kukhala makampeni awiri kapena atatu osiyana.

MFUMU

Kutsatsa kwa injini zosaka ndi njira yotsika mtengo yofikira ziyembekezo zoyenera panthawi yoyenera. Limaperekanso kutsatira kwambiri, kukulolani kuti mudziwe zotsatsa kapena mawu osakira omwe adayambitsa malonda. Komabe, otsatsa ayenera kudziwa momwe angakulitsire ROI posankha mawu oyenera, kugawa bajeti yoyenera ndikusintha njira zoyenera. Nkhaniyi ikufotokoza zinthu zina zofunika kukumbukira kuti muwonjezere ROI ndi Adwords. Werengani kuti mudziwe zambiri.

Powerengera ROI ya Adwords, ndikofunikira kukumbukira kuti kudina kwawebusayiti sikumatanthawuza nthawi zonse kugulitsa. Muyenera kutsata kutembenuka kuti muwerenge ROI ya Adwords. Izi zitha kuchitika pogwiritsa ntchito njira zoimbira foni, komanso kutsatira mpaka mlendo atafika komaliza “Zikomo” tsamba. Monga ndi kampeni iliyonse yotsatsa, ROI idzatengera alendo angati omwe malonda anu amayendetsa patsamba lanu. Kuchita izi, muyenera kusankha mawu osakira ndi cholinga chogula.

Kuti musinthe ROI yanu ya Adwords, lingalirani zowonjeza zotsatsa zanu. Kugwiritsa ntchito zowonjezera masamba otsetsereka kudzakuthandizani kukopa alendo omwe mukufuna. Kuwonjezera pa keyword extension, mutha kugwiritsanso ntchito callouts kapena zowonjezera zamalo. Chotsatiracho chimawonjezera batani loyimba foni patsamba lanu. Mukhozanso kugwiritsa ntchito ndemanga ndi maulalo atsamba kuti muwongolere anthu kumasamba ofananira nawo. Muyenera kuyesa zosankha zosiyanasiyana musanakhazikitse zoyenera. Ngati mukufuna kuwonjezera ROI, onetsetsani kuyesa zonse.

Google Analytics imakulolani kuti muyike makampeni a Adwords ndi ma tagging okha. Malipoti akuwonetsani ROI yamakampeni a Adwords. Muyeneranso kuitanitsa deta yanu yamtengo wapatali kuchokera ku ntchito zotsatsa zolipira mu Google Analytics kuti muwone momwe akugwirira ntchito. Kuchita izi kudzakuthandizani kuyang'anira ndalama zanu zotsatsa, ndalama ndi ROI. Izi zikuthandizani kuti mupange zisankho zabwino za komwe mungasungire ndalama zanu. Ndipo ichi ndi chiyambi chabe. Mutha kutsatira ROI ya Adwords mosavuta potsatira malangizo awa.

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 pa dinani

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.

Mawu osakira

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

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.

Mtengo pakupeza

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.

Mutha kugwiritsa ntchito Google Adwords kutsatsa tsamba lanu. Njirayi ndi yosavuta: muyenera kupanga akaunti, sankhani mawu osakira ochepa, ndikuyamba kuwayitanitsa. Umu ndi momwe mungakulitsire kuchuluka kwa kudina kwanu ndikuyamba kutsatsa tsamba lanu! Tikukhulupirira kuti nkhaniyi ikuthandizani kuti muyambe ndi Adwords. Ngati ayi, mutha kuphunzira zambiri za zoyambira zotsatsa pa Google m'nkhaniyi. Mpaka nthawi ina, kutsatsa kosangalatsa!

Kutsatsa pa Google

Mutha kutsatsa pa Google Adwords system poyitanitsa mawu osakira okhudzana ndi bizinesi yanu. Malonda anu adzawoneka makasitomala omwe angakhale nawo akasaka Google pa mawu osakira omwe mukufuna kutsata. Google isankha zotsatsa zomwe zikuwonekera patsamba lazotsatira zake, ndi kukweza mtengo wanu, kukwezera malonda anu adzayikidwa. Chinsinsi ndicho kugwira omwe angakhale makasitomala’ maso ndikuwatsimikizira kuti adina malonda anu. M'munsimu muli malangizo othandiza kuti malonda anu akhale ogwira mtima.

Kutsatsa pa Google kumatha kukhala kothandiza kwambiri ngati malonda kapena ntchito yanu ikugwirizana ndi makasitomala’ zosowa. Kutsatsa kwamtunduwu kumatha kuyang'ana kwambiri omvera anu ndi malo, zaka, ndi mawu osakira. Google imaperekanso zotsatsa zomwe mukufuna kutengera nthawi yatsiku. Mabizinesi ambiri amagwiritsa ntchito malonda awo mkati mwa sabata pokhapokha, kuchokera 8 AM ku 5 PM. Sayendetsa malonda kumapeto kwa sabata, koma mkati mwa sabata, mutha kutsata malonda anu kwa omwe angakhale makasitomala kutengera akakhala pa intaneti.

Mukamagwiritsa ntchito Google Adwords, pali mitundu iwiri yoyambira yotsatsa. Mtundu woyamba ndi Search, zomwe zimawonetsa malonda anu nthawi iliyonse wina akafufuza malonda kapena ntchito yanu. Zotsatsa zowonetsera nthawi zambiri zimakhala zotsika mtengo, koma sizongoyang'ana mafunso ngati zotsatsa. Mawu osakira ndi mawu osakira omwe anthu amalemba mu Google kuti apeze malonda kapena ntchito. Nthawi zambiri, Google ikulolani kuti mugwiritse ntchito mawu osakira mpaka khumi ndi asanu, koma mutha kuwonjezera nambala nthawi ina.

Kwa bizinesi yaying'ono, kutsatsa kwapa-pa-click kumatha kukhala yankho labwino kwambiri. Chifukwa muyenera kulipira aliyense pitani, kutsatsa kwapang'onopang'ono kumatha kukhala kokwera mtengo, koma otsatsa anzeru amapanga kampeni yawo kuti akope anthu oyenerera patsamba lawo. Izi zidzawonjezera malonda awo. Ndipo ngati bizinesi yanu ikuyamba, njira imeneyi ndi ofunika kufufuza. Koma kumbukirani kuti zovuta sizili kwa inu zikafika pakukhathamiritsa kwakusaka kwachilengedwe (SEO).

Kutsatsa pa mawu osakira

Mukayamba kuyitanitsa mawu osakira mu Adwords, muyenera kulabadira CTR yanu (dinani pamtengo) lipoti. Lipotili likuthandizani kuwunika malingaliro atsopano ndikusintha zomwe mukufuna. Kuphatikiza apo, muyenera kuyang'anira njira yanu nthawi zonse. Kutsatsa malonda akusintha mwachangu, ndipo muyenera kutsatira zomwe zachitika posachedwa. Werengani zambiri za mutuwu, kapena gwiritsani ntchito akatswiri kuti azisamalira kampeni yanu. Nawa maupangiri owonjezera bajeti yanu.

Choyamba, dziwani bajeti yomwe mumagwiritsa ntchito bwino pazotsatsa zanu. Kumbukirani kuti anthu ambiri sayang'ana kupyola zotsatira zochepa zoyambirira mukusaka kwa Google, kotero ndikofunikira kuwonekera pamwamba pa SERPs. Kuchuluka komwe mumapereka pa liwu lililonse lofunikira kumatsimikizira kuchuluka kwa ndalama zomwe mumawononga komanso momwe mungawonekere patsamba loyamba. Pa liwu lililonse lofunikira, Google ikugulitsa malonda ndi ogulitsa kwambiri.

Mutha kugwiritsanso ntchito mawu osakira kuti muchepetse kutsatsa kwanu pakusaka kopanda ntchito. Mawu osakira ndi gawo la kulunjika kolakwika ndipo amatha kukulepheretsani kuyitanitsa mawu osafunikira omwe sakugwirizana ndi bizinesi yanu.. Tiyeni uku, malonda anu azingowoneka muzofufuza zomwe zili ndi mawu osakira. Mawu osakira kwambiri amakhala, m'munsimu malonda anu adzakhala. Mutha kusankha mawu osakira pagulu lanu lazotsatsa kuti muwachotse pa kampeni yanu.

Pamene mukuyitanitsa mawu osakira, lingalirani zaubwino wanu. Google imayang'ana zinthu zitatu powunika zomwe zili ndi zotsatsa komanso kufunika kwake. Kupambana kwapamwamba ndi chizindikiro cha kufunikira kwa webusaitiyi. Zomwe zili patsamba lanu zitha kupangitsanso kuchuluka kwa anthu ambiri, kotero ganizirani kusintha malonda anu moyenera. Zotsatsa zanu zikatha, mupeza zambiri za momwe kampeni yanu ikugwirira ntchito ndikusintha zomwe mukufuna.

Kupanga zotsatsa

Pali zinthu zingapo zomwe muyenera kukumbukira mukamapanga zotsatsa mu Adwords. Chifukwa chimodzi, muyenera kudziwa mapangidwe a nsanja, ndikugwiritsa ntchito zida za SEO monga Keyword Planner ndi enaka ya Google kuti mupeze mawu ofunikira. Ndiye, lembani zomwe mwatsatsa ndikuwongolera zotsatsa kuti mudutse kwambiri. Ndiye, zisindikize pa tsamba la Google kuti mupeze kuchuluka kwa mawonedwe ndi kudina.

Malonda anu akapangidwa, muyenera kuyang'ana kuti muwone zolakwika za galamala ndi kalembedwe. Google imawonetsa zotsatsa zanu mwanjira ina, kotero ndikofunikira kuwona yomwe ikuchita bwino kwambiri. Mukakhala ndi wopambana, tsutsani kuti muwongolere. Ngati muli ndi vuto polemba malonda anu, mutha kuyang'ananso zomwe omwe akupikisana nawo akuchita. Kumbukirani kuti simukuyembekezeredwa kupanga gudumu – palibe chifukwa cholembera zotsatsa ngati mungapeze china chake chomwe chimagwira ntchito!

Mukamapanga zotsatsa za Adwords, ndikofunikira kukumbukira kuti malonda aliwonse adzatayika m'nyanja yazinthu. Mwayi wotenga malo aliwonse ndi wochepa kwambiri. Choncho, ndikofunikira kudziwa zolinga zomaliza za makasitomala anu musanapange zotsatsa zanu. Mwachitsanzo, ngati bizinesi yanu imagwiritsa ntchito mankhwala a acne, mungafune kutsata ogwiritsa ntchito omwe amasaka mankhwala aziphuphu. Kugwiritsa ntchito zolinga zomalizazi kukuthandizani kuti malonda anu awonekere pampikisano.

Konzani kudina-kudutsa

Kuwongolera kuchuluka kwa kudina ndikofunika kuti muwonjezere kubweza kwanu pakugwiritsa ntchito malonda. Kudulira-kudutsa nthawi zambiri kumatengera kuchuluka kwa malonda, zomwe zikutanthauza malo omwe amatsatsa pazotsatira zolipira. Mtengo wapatali wa magawo CTR, chabwino, popeza ndi chithunzithunzi chachindunji cha malonda anu. Mwambiri, kukonza CTR kumatha kulimbikitsa kutembenuka ndi kugulitsa munthawi yachangu kwambiri. Choyamba, yang'anani malo anu otsatsa motsutsana ndi omwe akupikisana nawo pamakampani anu.

Kuti muwonjezere CTR yanu, zindikirani mawu osakira omwe omvera anu amagwiritsa ntchito kuti apeze tsamba lanu. Google Analytics ndi Search Console ndi zida zabwino kwambiri pa izi. Onetsetsani kuti mawu anu osakira ali mu ulalo wotsatsa, zomwe zimathandiza alendo kusankha komwe angadule. Kugwiritsa ntchito makope otsatsa ndikofunikiranso. Dziwani zomwe omvera anu amakonda ndipo gwiritsani ntchito chidziwitsochi kuti mupange zotsatsa zomwe zingawakope kuti achitepo kanthu.

Mukangokhazikitsa omvera anu, yesani kugawa kampeni yanu yotsatsa. Izi zikuthandizani kuti muzitha kutsata zotsatsa zanu ndikuwonjezera CTR. Zomwe zikupezeka patsamba la Google lotchedwa “Ogwiritsa Amafunsanso” zingakuthandizeni kulunjika omvera enaake powapatsa malingaliro oyenera. Mitengo yodulitsa imagwiritsidwanso ntchito kuyeza mphamvu ya kampeni yanu yotsatsa digito. CTR yotsika ikhoza kukhala chizindikiro cha vuto ndi kampeni yotsatsa, kapena zitha kukhala kuti zotsatsa zanu sizikuwoneka mukakusaka koyenera.

Ngati malonda anu ozikidwa pakusaka akulephera kukopa CTR yapamwamba, mwaphonya mwayi waukulu. Yakwana nthawi yoti mutenge sitepe yotsatira. Tengani mtunda wowonjezera kuti muwongolere CTR yanu ndi kuchuluka kwabwino. Yesani kugwiritsa ntchito zokopa ndi zowoneka kuti muwonjezere kuchuluka kwanu. Kugwiritsa ntchito njira monga inoculation, mutha kutsimikizira omvera anu kuti awone kuwala kumapeto kwa ngalandeyo. Cholinga chomaliza cha kukopa ndikuwatsogolera ku chisankho kapena kuyitanira kuchitapo kanthu.

Retargeting

Kubwereranso ndi Adwords ndi chida champhamvu chofikira makasitomala atsopano. Google ili ndi malamulo okhwima okhudza kutolera zambiri zaumwini kuchokera kwa ogwiritsa ntchito, kuphatikizapo manambala a foni, ma adilesi a imelo, ndi manambala a kirediti kadi. Zotsatsa zotsatsa zitha kuchitidwa patsamba loyambira la Google, mapulogalamu a m'manja, ndi social media. Chida chobwezera cha Google chingathandize mabizinesi kufikira makasitomala omwe angakhalepo kudzera pamapulatifomu angapo. Njira yabwino yoyambira ndikuwunikanso njira zotsatirazi.

Kubwezeretsanso ndi Adwords kungagwiritsidwe ntchito kutsata makasitomala omwe adayendera tsamba linalake patsamba lanu. Mutha kupanga zotsatsa zomwe zimalimbikitsa omwe akufuna kukhala makasitomala kuti azisakatula patsamba lanu, kapena mutha kupanga zotsatsa zomwe zimawonetsa zotsatsa kwa anthu omwe adayendera tsamba lanu m'mbuyomu. Cholinga chake ndikutenga chidwi cha anthu omwe adayendera tsamba lanu nthawi ina, ngakhale sanagule kalikonse.

Kubwereranso ndi Adwords kumatha kulunjika alendo enieni popanga omvera omwe amafanana ndi kuchuluka kwa mlendo watsamba lanu.. Omvera omwe mumapanga azingowona zotsatsa zomwe zikugwirizana ndi zomwe munthuyo amakonda komanso kuchuluka kwake. Pofuna kukwaniritsa zotsatira zabwino, muyenera kugawa alendo anu pawebusayiti m'magulu osiyanasiyana, kugwiritsa ntchito kuchuluka kwa anthu kuti mukwaniritse zotsatsa zanu. Ngati ndinu watsopano kudziko lazotsatsa, yambani ndi Google Adwords.

Kubwezeretsanso ndi Adwords kumagwira ntchito poyika kachidutswa kakang'ono patsamba lanu. Kodi izi, amadziwikanso ngati pixel, adzakhala osazindikirika ndi alendo malo. Kenako imagwiritsa ntchito ma cookie osadziwika kuti atsatire omvera anu pa intaneti. Khodi iyi idziwitsa Google Ads nthawi yoyenera kuwonetsa zotsatsa kwa anthu omwe adayendera tsamba lanu. Ndi njira yabwino kwambiri yofikira makasitomala omwe angakhalepo. Njirayi ndiyofulumira komanso yotsika mtengo, ndipo akhoza kupereka zotsatira zazikulu.

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.