Tagi: SEO

Pali zambiri zomwe muyenera kuzidziwa mukamagwiritsa ntchito Adwords. Mtengo pa dinani, Zotsatira zabwino, Kufanana kwakukulu kosinthidwa, ndipo mawu osakira ndi ochepa chabe. Mutha kupeza njira yabwino yotsatsa pogwiritsa ntchito njirazi m'nkhaniyi. Mupezanso njira zabwino zokwaniritsira kampeni yanu ndikugwiritsa ntchito bwino bajeti yanu. Werengani kuti mupeze zinsinsi zotsatsa ndi Adwords. Chinsinsi cha kampeni yopambana ndikukwaniritsa zonse mtengo ndi mtundu.

Zotsatira zabwino

Adwords’ Zotsatira Zapamwamba (QS) ndi muyeso womwe umatsimikizira kuti zotsatsa zanu zili zoyenera komanso zapamwamba. Dongosololi likufanana ndi ma algorithms a Google organic. Zotsatsa zokhala ndi QS zapamwamba ndizofunikira kwambiri kwa ogwiritsa ntchito ndipo zitha kusinthidwa. Komanso, high QS idzachepetsa mtengo uliwonse (Zamgululi).

QS yanu ndiyofunikira chifukwa imatsimikizira kuti mudzalipira zingati pa liwu lililonse. Mawu osakira okhala ndi QS otsika apangitsa kuti pakhale kusachita bwino komanso kutsika kwa CTR. Zotsatsa zokhala ndi QS zapamwamba zilandila kuyika bwino komanso zotsika mtengo. Mlingo waubwino umayezedwa pa sikelo ya imodzi mpaka 10. Mungafunike kupewa mawu osakira m'magulu. Kutengera makampani anu, QS yanu ikhoza kugwera pansi pa khumi, zomwe zingakulitse ndalama zanu.

Google Quality Score imatsimikiziridwa ndi kufunikira kwa zotsatsa zanu, mawu osakira, ndi tsamba lofikira. Ngati Quality Score ndi yayikulu, malonda anu adzakhala ogwirizana kwambiri ndi mawu osakira. Mosiyana ndi zimenezo, ngati QS yanu ili yotsika, simungakhale ofunikira monga momwe mukuganizira. Ndicho cholinga chachikulu cha Google kuti apereke chidziwitso chabwino kwa ogwiritsa ntchito komanso ngati malonda anu sakugwirizana ndi zomwe zili patsamba, mudzataya makasitomala omwe angakhale nawo.

Kuti muwonjezere QS yanu, muyenera kuwonetsetsa kuti zotsatsa zanu zikugwirizana ndi zomwe ogwiritsa ntchito anu akufuna. Izi zikutanthauza kuti mawu anu osakira ayenera kugwirizana kwambiri ndi zomwe akufuna. Mofananamo, kope lotsatsa liyenera kukhala lokopa koma lisachoke pamutuwu. Kuphatikiza apo, iyenera kuzunguliridwa ndi mawu osaka oyenerera ndi malemba okhudzana nawo. Izi zimatsimikizira kuti malonda anu aziwoneka bwino kwambiri.

Mwachidule, kuchuluka kwabwino ndi chizindikiro cha momwe zotsatsa zanu zilili zofunika komanso momwe zimagwirira ntchito. Zotsatira zabwino zimawerengedwa kutengera mtengo wa CPC womwe mwakhazikitsa. Kupambana kwakukulu kukuwonetsa kuti malonda anu akuyenda bwino ndipo akusintha alendo. Komabe, ndikofunikira kukumbukira kuti QS yapamwamba idzachepetsanso mtengo wanu pakudina (Zamgululi) ndi kuwonjezera kuchuluka kwa zotembenuka zomwe mumalandira.

Kufanana kwakukulu kosinthidwa

Kufanana kwakukulu mu Adwords kungakhale lingaliro loipa. Zotsatsa zitha kuwonetsedwa kwa anthu omwe amasaka mawu osagwirizana nawo, kuwonongera otsatsa ndalama zomwe alibe ndikuzitaya kwa otsatsa ena. Mutha kugwiritsa ntchito machesi osinthidwa kuti mupewe zovuta zotere, koma muyenera kugwiritsa ntchito “mu” kapena “kuphatikiza” lowani muzosaka zanu. Ndiko kuti, mutha kusiyanitsa mawu ngati ofiira, pinki, ndi makulidwe, koma simungawonjeze ku zoipa zanu.

Kusinthasintha kokulirapo ndi malo apakati pakati pa mafananidwe otakata ndi mawu. Njirayi imakulolani kuti mugwirizane ndi omvera ambiri ndi ndalama zochepa. Kusintha kokulirapo kumatsekera mawu amodzi m'mawu ofunikira pogwiritsa ntchito “+” parameter. Imauza Google kuti funso losaka liyenera kukhala ndi mawuwo. Ngati simukuphatikiza mawu “kuphatikiza” mukusaka kwanu, malonda anu awonetsedwa kwa aliyense.

The Modified wide match in Adwords imakupatsani mwayi wosankha mawu enieni omwe amayambitsa malonda anu. Ngati mukufuna kufikira anthu ambiri momwe mungathere, gwiritsani ntchito machesi akulu. Mutha kuphatikizanso zofananira ndi zofanana. Machesi amtunduwu amakupatsani mwayi wowonetsa zotsatsa zomwe zimagwirizana ndikusaka. Mutha kugwiritsanso ntchito kuphatikiza kwamasewera otakata ndi zosintha kuti muwongolere omvera ambiri ndikuchepetsa chidwi chanu.

Mwambiri, kusinthidwa kotakata ndi chisankho chabwinoko ikafika pakutsata mawu osaka. Machesi otakata osinthidwa ndi abwino kwa misika yaying'ono chifukwa pali opikisana nawo ochepa. Amatha kutsata mawu osakira omwe ali ndi mawu osaka ochepa. Anthu awa amatha kugula zinthu zomwe zimagwirizana nawo. Poyerekeza ndi machesi ambiri, mafananidwe otakata osinthidwa amakhala ndi chiwongola dzanja chokwera kwambiri. Machesi osinthidwa mu Adwords amatha kutsata misika ya niche.

Mawu osakira

Kuwonjezera mawu osakira mu kampeni yanu ya Adwords kumapangitsa tsamba lanu kukhala lopanda magalimoto osafunikira. Mawu osakirawa akhoza kuwonjezeredwa pamagulu osiyanasiyana, kuyambira kampeni yonse mpaka magulu amalonda. Komabe, kuwonjezera mawu osafunikira pamlingo wolakwika kumatha kusokoneza kampeni yanu ndikupangitsa kuti magalimoto osafunikira awonekere patsamba lanu.. Chifukwa mawu osakirawa ndi ofanana ndendende, onetsetsani kuti mwasankha mulingo woyenera musanawonjeze. Pansipa pali maupangiri okuthandizani kuti mugwiritse ntchito bwino mawu osakira mu kampeni yanu ya Adwords.

Gawo loyamba ndikupanga mndandanda wamawu osafunikira pamakampeni anu a Adwords. Mutha kupanga mndandanda wamakasitomala osiyanasiyana munjira yofanana. Kupanga mndandanda, dinani chizindikiro cha chida pamwamba kumanja kwa Adwords UI ndikusankha “Laibulale Yogawana.” Mutha kutchula mndandanda momwe mukufunira. Mukakhala ndi mndandanda wanu, tchulani mawu osafunikira ndikuwonetsetsa kuti machesiwo ndi olondola.

Chotsatira ndikuwonjezera mawu anu osafunikira pamakampeni anu a Adwords. Powonjezera mawu osakira awa, mutha kuwonetsetsa kuti malonda anu akuwonetsedwa kwa anthu omwe ali ndi chidwi ndi malonda kapena ntchito zanu. Pomwe kuwonjezera mawu osafunikira kudzakuthandizani kuwongolera ndalama zomwe mumawononga, adzakuthandizaninso kuwongolera kuchuluka kwa magalimoto anu pochotsa zotsatsa zowononga. Pali njira zambiri zogwiritsira ntchito mawu osakira pa kampeni yanu, koma phunziro ili likuphunzitsani njira yothandiza kwambiri.

Langizo lina lofunika kukumbukira mukamapanga mawu osafunikira pamakampeni anu ndikuwonjezera malembedwe olakwika komanso kusiyanasiyana. Nthawi zambiri mawu olakwika amapezeka posakasaka, komanso powonjezera mitundu yambiri, mudzawonetsetsa kuti mndandanda wa mawu osakira ndi wokwanira momwe mungathere. Powonjezera mawu osakirawa, mutha kuletsa zotsatsa kuti zisawonekere mawu ndi mawu enaake. Pali njira zina zopangira mawu osakira pa kampeni yanu. Mutha kuphatikiza mawu osakirawa m'magulu otsatsa ndi makampeni, monga kugwiritsa ntchito mawu osagwirizana ndikuwawonjezera ku kampeni yanu yotsatsa.

Pokhazikitsa mawu osakira, muyenera kutero pamlingo wa kampeni. Mawu osakirawa aletsa zotsatsa kuti ziwonekere pazosaka zomwe sizikugwirizana ndi malonda anu. Mwachitsanzo, ngati mukugulitsa nsapato zamasewera, zingakhale bwino kugwiritsa ntchito mawu osakira pagulu la kampeni. Komabe, njirayi siyoyenera kwa onse otsatsa. Onetsetsani kuti mwafufuza mawu osakira abizinesi yanu musanakhazikitse mawu osakira mu Adwords.

Pakati pa zabwino zambiri za Google Adwords ndikuti imangofanana ndi otsatsa’ zotsatsa patsamba la osindikiza. Adwords amalola otsatsa kuti awonjezere kuchuluka kwa anthu patsamba lawo ndikugawana ndalama ndi wofalitsa. Zimathandizanso ofalitsa kupanga ndalama zomwe ali nazo poyang'anira kudina kwachinyengo. Dziwani zambiri za Adwords ndi maubwino ake. Kapenanso, pitani patsamba lothandizira la Google Adwords kuti mudziwe zambiri. Ndi zaulere komanso zothandiza kwambiri!

Kutsatsa kwa PPC

Mosiyana ndi zotsatsa zachikhalidwe, Kutsatsa kwa PPC pa nsanja ya Google ya Adwords kumagwiritsa ntchito malonda achiwiri kuti adziwe CPC. Wotsatsa malonda amalowetsa ndalama (otchedwa “bid”) kenako amadikirira kuti awone ngati malonda awo asankhidwa kuti awonetsedwe. Pamene apambana, malonda awo amawonekera patsamba lazotsatira za injini zosakira. Otsatsa amatha kutsata malo kapena zida zinazake, ndipo amatha kukhazikitsa zosintha zamabizinesi ndi malo.

Kuti mupeze zotsatira zambiri, kampeni yopambana ya PPC iyenera kukhazikitsidwa pakusaka kwa mawu osakira komanso kupanga tsamba lofikira lomwe limakonzedwa ndi mawu osakirawo. Kampeni zoyenera zimabweretsa zotsika mtengo, popeza Google ndiyokonzeka kulipira zochepa pazotsatsa zoyenera komanso tsamba lofikira lokhutiritsa. Gawani magulu otsatsa, Mwachitsanzo, mutha kukulitsa kudina-kudutsa ndi Quality Score yazotsatsa zanu. Ndipo potsiriza, zotsatsa zanu ndizofunikira komanso zopangidwa bwino, m'pamenenso kutsatsa kwanu kwa PPC kudzakhala kopindulitsa.

Kutsatsa kwa PPC ndi chida champhamvu cholimbikitsira bizinesi yanu pa intaneti. Imalola otsatsa kutsata omvera ena malinga ndi chidwi chawo ndi zolinga zawo. Atha kusinthira kampeni yawo kuti igwirizane ndi malo enaake, zipangizo, nthawi ya tsiku, ndi chipangizo. Ndi kulunjika koyenera, mutha kufikira omvera omwe akuwunikiridwa mosavuta ndikukulitsa kuchita bwino kwa kampeni yanu yotsatsa. Komabe, simuyenera kuchita nokha, chifukwa zingabweretse zotayika. Katswiri atha kukuthandizani kukhathamiritsa kampeni yanu ya PPC kuti muwonjezere kubweza ndalama zanu.

Google Adwords

Kuti mumve zambiri kudzera pa Google AdWords, muyenera kusankha mawu osakira ndikuyika ndalama zambiri. Zotsatsa zokhala ndi mawu osakira okhudzana ndi bizinesi yanu ndizomwe zimawonetsedwa anthu akagwiritsa ntchito mawu osakira. Mawu osakirawa atha kupangitsa kutembenuka. Komabe, pali zina zomwe muyenera kuziganizira musanayambe kampeni yanu. M'munsimu muli malangizo opambana. Izi sizikutanthauza kuti zisinthe zoyesayesa zanu za SEO. Koma atha kukuthandizani kuti mupindule kwambiri ndi kampeni yanu yotsatsa.

Dziwani omvera anu ndikupanga kopi yotsatsa yomwe ili yokakamiza komanso yofunikira. Zotsatsa zomwe mumalemba ziyenera kutengera kafukufuku wanu wamsika komanso zomwe kasitomala amakonda. Google imakupatsirani maupangiri ndi zolemba zotsatsira zachitsanzo kuti zikuthandizeni kulemba makope otsatsa. Mukachita izi, mutha kuyika zambiri zamabilu anu, zotsatsa, ndi zina zambiri. Kutsatsa kwanu kudzasindikizidwa patsamba la Google mkati 48 maola.

Komanso, mutha kugwiritsa ntchito gulu lowongolera mu Adwords kutsata masamba omwe ali gawo la netiweki ya Google. Njira imeneyi imadziwika kuti Site-Targeting. Mutha kuwonetsanso zotsatsa kwa ogwiritsa ntchito omwe adayendera kale tsamba lanu. Njira imeneyi imawonjezera kutembenuka kwanu. Ndipo, potsiriza, mutha kuwongolera bajeti ya kampeni yanu. Koma, kuti muwonjezere kuchita bwino kwa kampeni yanu, onetsetsani kuti mukugwiritsa ntchito zotsatsa zotsika mtengo kwambiri.

Mtengo pa dinani

Mtengo pakudina kulikonse kwa Adwords zimatengera zinthu zingapo, kuphatikiza chigoli chapamwamba, mawu osakira, ad text, ndi tsamba lofikira. Zinthu izi ziyenera kukhala zogwirizana ndi zotsatsa, ndi CTR (dinani-kudutsa-mlingo) ayenera kukhala mkulu. Ngati CTR yanu ili pamwamba, zimatsimikizira kwa Google kuti tsamba lanu ndi lothandiza. Ndikofunikiranso kumvetsetsa ROI. Nkhaniyi ifotokoza zina mwazinthu zomwe zimakhudzidwa ndi mtengo uliwonse wa Adwords.

Choyamba, lingalirani za Return on Investment yanu (MFUMU). Mtengo wongodina kamodzi wa madola asanu pa dola iliyonse yomwe imagwiritsidwa ntchito potsatsa ndi yabwino kwa mabizinesi ambiri, kutanthauza kuti mukupeza madola asanu pa malonda aliwonse. Chiŵerengerochi chikhoza kuwonetsedwanso ngati mtengo pakupeza (CPA) za 20 peresenti. Ngati simungathe kukwaniritsa chiŵerengero ichi, yesani kugulitsa kwa makasitomala omwe alipo.

Njira ina yowerengera mtengo wanu pakudina kulikonse ndikuchulukitsa mtengo wamalonda aliwonse ndi kuchuluka kwa alendo omwe adadina.. Google imalimbikitsa kukhazikitsa CPC yochuluka kwambiri $1. Mtengo wapamanja pakudina kulikonse, mbali inayi, zikutanthauza kuti mumakhazikitsa CPC yayikulu nokha. Mtengo wapamanja pakudina kulikonse kumasiyana ndi njira zodzipangira zokha. Ngati simukutsimikiza kuti CPC yayikulu kwambiri ndi chiyani, yambani ndikuyang'ana kuchuluka kwa otsatsa ena’ malonda.

Zotsatira zabwino

Kuti muwongolere kuchuluka kwa kampeni yanu ya Adwords, muyenera kumvetsetsa zigawo zitatu za gawo labwino. Zigawo izi zikuphatikizapo: kupambana kwa kampeni, mawu osakira ndi kukopera ad. Pali njira zingapo zowonjezerera Quality Score yanu, ndipo chilichonse mwa izi chikhudza momwe kampeni yanu ikuyendera. Koma bwanji ngati simukudziwa zomwe iwo ali? Ndiye musadandaule. Ndikufotokozerani momwe mungasinthire zigawo zitatu izi, kotero mutha kuyamba kuwona zotsatira mwachangu!

Choyamba, kudziwa CTR. Ichi ndi chiwerengero cha anthu omwe amadinadi malonda anu. Mwachitsanzo, ngati muli nawo 500 mawonedwe a mawu ofunika kwambiri, Quality Score yanu ingakhale 0.5. Komabe, nambala iyi idzasiyana ndi mawu osakira osiyanasiyana. Choncho, zingakhale zovuta kuweruza zotsatira zake. Mbiri Yabwino Yabwino imakula pakapita nthawi. Ubwino wa CTR wapamwamba udzamveka bwino.

Zotsatsa zotsatsa ziyenera kukhala zogwirizana ndi mawu osakira. Ngati malonda anu amayambitsidwa ndi mawu osafunikira, zitha kuwoneka ngati zosocheretsa ndipo sizingakhale zogwirizana ndi mawu osakira omwe mwawatsata. Zotsatsa zotsatsa ziyenera kukhala zokopa, komabe osasiya kutsatira kufunikira kwake. Kuphatikiza apo, iyenera kuzunguliridwa ndi mawu ofunikira komanso mawu osakira. Tiyeni uku, malonda anu adzawoneka ngati oyenera kwambiri kutengera zomwe wofufuza akufuna.

Kuyesa kwagawikana

Ngati ndinu watsopano ku kuyesa kwa A / B kugawanika mu Adwords, mungadabwe momwe mungayikhazikitsire. Ndikosavuta kukhazikitsa ndikugwiritsa ntchito njira zoyesera zoyendetsedwa ndi data kuti kampeni yanu ya AdWords ikhale yogwira mtima momwe mungathere. Zida zoyesera zogawanika ngati Optmyzr ndi njira yabwino yoyesera makope atsopano pamlingo waukulu. Chida ichi chimakuthandizani kuti musankhe mtundu wabwino kwambiri wotsatsa kutengera mbiri yakale komanso mayeso am'mbuyomu a A/B.

Kuyesa kugawanika mu SEO ndi njira yabwino yokwaniritsira tsamba lanu kuti lisinthe ma aligorivimu ndi zomwe ogwiritsa ntchito akukumana nazo. Onetsetsani kuti kuyesa kwanu kumayendetsedwa pa tsamba lalikulu lokwanira; ngati muli ndi masamba angapo kapena kuchuluka kwa anthu ochepa kwambiri, zotsatira zake zidzakhala zosadalirika. Kuwonjezeka pang'ono kwa kusaka kungayambitse kukwera kwa mitengo, ndi zinthu zina zingakhudze zotsatira zake. Ngati simukudziwa momwe mungayendetsere mayeso ogawanika, yesani chida choyesera cha SEO chowerengera ngati SplitSignal.

Njira ina yogawa mayeso mu SEO ndikusintha zomwe zili patsamba lanu. Mwachitsanzo, ngati mukuyang'ana mawu ofunika kwambiri, mutha kusintha zomwe zili patsamba lanu kuti zikhale zokopa kwa ogwiritsa ntchito. Ngati musintha gulu limodzi ndikuwona mtundu uti womwe umadina kwambiri, inu mukudziwa ngati ikugwira ntchito kapena ayi. Ichi ndichifukwa chake kuyesa kugawa mu SEO ndikofunikira.

Mtengo pa kutembenuka

Mtengo pa Kupeza (CPA) ndi Mtengo Pakutembenuka (Zamgululi) ndi mawu awiri omwe sali ofanana. CPA ndi kuchuluka kwa ndalama zofunika kugulitsa malonda kapena ntchito kwa kasitomala. Mwachitsanzo, ngati mwini hotelo akufuna kusungitsa zambiri, atha kugwiritsa ntchito Google Ads kuti apeze zitsogozo zambiri. Komabe, chiwerengerochi sichikuphatikiza mtengo wopezera munthu wokondweretsedwa kapena wofuna kukhala kasitomala. Mtengo pa kutembenuka ndi ndalama zomwe kasitomala amalipira pa ntchito yanu.

Mtengo pa dinani (Zamgululi) pamaneti osakira amasiyanasiyana malinga ndi makampani ndi mawu osakira. Avereji ya CPC ndi $2.32 pakudina kulikonse kwa netiweki yosakira, pamene ma CPC owonetsera malonda a netiweki ndi otsika kwambiri. Monga njira zina zotsatsira, mawu ena osakira amawononga ndalama zambiri kuposa ena. Mitengo ya Adwords imasiyana malinga ndi mpikisano womwe uli mkati mwa msika. Mawu osakira okwera mtengo kwambiri amapezeka m'mafakitale opikisana kwambiri. Komabe, Adwords ndi njira yabwino yolimbikitsira bizinesi yanu yapaintaneti.

Kupatula mtengo wa kutembenuka kulikonse, CPC ikuwonetsanso kangati mlendoyo adachitapo kanthu. Ngati chiyembekezo adadina awiri malonda, ayenera kupereka ndalama zonse ziwirizo m'makhodi onse otembenuka. Ngati kasitomala anagula zinthu ziwiri, CPC idzakhala yotsika. Komanso, ngati mlendo adina pa malonda awiri osiyana, azigula onse awiri, kutanthauza kuti PS50 yonse. Za ichi, ROI yabwino idzakhala yayikulu kuposa PS5 pakudina kulikonse.

Mukakonzeka kupanga kampeni yotsatsa kampani yanu ya SaaS, mwina mukudabwa momwe mungayambire. Pali zinthu zingapo zofunika kuziganizira, kuphatikizapo ndalama, mawu osakira, malonda, ndi kutsatira kutembenuka. Ngati simukudziwa poyambira, werengani chitsogozo chathu choyambira ku Adwords. Izi zikupatsirani chidziwitso chofunikira kuti muyambe komanso kuti mupindule kwambiri ndi kampeni yanu yotsatsa. Mutha kupezanso upangiri wamtengo wapatali ndi malangizo kuchokera kwa ogulitsa ena a SaaS.

Mtengo

Kuti muwonjezere kuchita bwino kwa kampeni yanu yotsatsa, ndikofunikira kuyendetsa bwino ndalama za Adwords. Mutha kutsitsa mtengo wazotsatsa zanu powonjezera mphambu yanu yabwino. Pogwiritsa ntchito mawu osakira, mutha kupewa kutsata omvera okwera mtengo ndikukulitsa kampeni yanu. Kuwonjezera pa kutsitsa mtengo, mutha kusintha kufunikira kwa zotsatsa zanu. M'munsimu muli maupangiri angapo okulitsa Score yanu Yabwino:

Yang'anani mtengo wa mawu anu achinsinsi tsiku lililonse. Kutsata mtengo wa liwu lililonse lofunikira kumakuthandizani kusungabe bajeti yanu yotsatsa ndikuzindikira zomwe zikuchitika. Izi ndizofunika makamaka ngati omwe akupikisana nawo akugwiritsa ntchito ndalama zambiri pa mawu ofanana. Komanso, kumbukirani kuti CPC ikhoza kuchulukirachulukira ngati mukuyang'ana mawu osakira opikisana kwambiri. Chofunika kwambiri kukumbukira ndikuti ndalama za Adwords zidzakwera pamene mpikisano ukuwonjezeka, chifukwa chake muyenera kuganizira za mpikisano wa mawu osakira omwe mwasankha.

Mukhozanso kuwunika kutembenuka kwanu, zomwe zimakuuzani kangati mlendo amachita zinthu zinazake. Mwachitsanzo, ngati wina adina pa malonda anu ndikulembetsa mndandanda wanu wa imelo, AdWords ipanga khodi yapadera yomwe idzalumikiza ma seva kuti agwirizanitse zomwezo ndi kuchuluka kwa kudina kotsatsa.. Gawani mtengo wonsewo ndi 1,000 kuti muwone mtengo wanu wonse pakutembenuka.

Pali zinthu zingapo zomwe zimakhudza mtengo pakudina, koma zambiri, mawu okwera mtengo kwambiri mu AdWords amakhudzana ndi zachuma, mafakitale omwe amayendetsa ndalama zambiri, ndi gawo lazachuma. Mawu osakira okwera mtengo m'gululi nthawi zambiri amakhala okwera mtengo kuposa mawu ena osafunikira, kotero ngati mukufuna kulowa mu gawo la maphunziro kapena kuyambitsa malo opangira chithandizo, muyenera kuyembekezera kulipira ma CPC apamwamba. Mawu osakira okwera mtengo kwambiri akuphatikizapo azachuma ndi maphunziro, kotero onetsetsani kuti mukudziwa ndendende zomwe mukupeza musanayambe kutsatsa.

Mtengo wanu wokwanira pakudina (Zamgululi) ndiye ndalama zapamwamba kwambiri zomwe mukuganiza kuti kudina ndikoyenera, ngakhale sizomwe kasitomala wanu wamba amalipira. Mwachitsanzo, Google ikukupangirani kukhazikitsa CPC yanu yochuluka kwambiri $1. Kuwonjezera pamenepo, mutha kukhazikitsa pamanja CPC yanu yayikulu, kukhazikitsidwa kosiyana ndi njira zotsatsa zokha. Ngati simunagwiritsepo ntchito AdWords kale, ndi nthawi yoti muyambe.

Mawu osakira

Ngakhale kufufuza kwa mawu osakira ndi gawo lofunikira pakuwunikira mawu, muyenera kusintha nthawi ndi nthawi kuti mukhale ndi zosintha. Ichi ndi chifukwa omvera zizolowezi, mafakitale, ndipo misika yomwe mukufuna ikusintha nthawi zonse. Ngakhale kufufuza mawu ofunika kungakuthandizeni kupanga malonda oyenera, mpikisano akusinthanso njira zawo. Mawu osakira omwe ali ndi mawu awiri kapena atatu ndiye kubetcha kwabwino kwambiri. Komabe, kumbukirani kuti palibe yankho limodzi lolondola kapena lolakwika. Mawu osakira ayenera kukhala ogwirizana ndi bizinesi yanu komanso mutu watsamba lanu lotsatsa ndi tsamba lofikira.

Mukakhala ndi mndandanda wa mawu osakira, mutha kuyesa kugwiritsa ntchito chida cha Keyword Planner. Mutha kutumiza mawu osakira omwe aperekedwa, koma ndi njira yotopetsa. Mukhozanso kugwiritsa ntchito “Pamwamba pa tsamba” ndime kuti mupeze zotsatsa zapatsamba zapamwamba zamawu anu osakira. Chida ichi chimagwira ntchito pa Google's Display Network, zomwe zikuwonetsa zotsatsa pafupi ndi zofanana. Mutha kuyesa mawu osakira kuti mupeze mawu abwino kwambiri. Mukapeza mawu osakira omwe mumakonda, mutha kuzigwiritsa ntchito pamakampeni anu a Adwords.

Posankha mawu ofunika, kumbukirani cholinga. Mwachitsanzo, mukufuna kuti anthu azidina zotsatsa zanu chifukwa akufunafuna njira yothetsera vuto. Komabe, izi sizingakhale choncho pamene anthu akufufuza kunja kwa injini zosaka, Mwachitsanzo. Mwina akungoyang'ana pa intaneti kapena kufunafuna maphunziro. Kusankha mawu ofananira ndi mawu kumakupatsani mwayi wowongolera ndalama ndikutsata makasitomala enieni. Zimatsimikiziranso kuti zotsatsa zanu ziziwoneka kwa makasitomala omwe akufunafuna mawu enieniwo.

Posankha mawu ofunika, kumbukirani kuti si mawu onse omwe amapangidwa mofanana. Ngakhale ena angawoneke anzeru poyamba, ena sali. Kufufuza “wifi password” zikuwonetsa kuti anthu akufuna password ya wifi, osati chinthu kapena ntchito inayake. Mwachitsanzo, wina yemwe akufunafuna mawu achinsinsi a WiFi atha kuchotsedwa pa wifi ya wina, ndipo simungafune kutsatsa malonda anu pa wifi yawo!

Zotsatsa

Mutha kusintha zotsatsa zanu pa Adwords kutengera zotsatira zanu. Google ili ndi mawonekedwe omwe angakuthandizeni kudziwa kuchuluka kwa mawu osakira. Mutha kugwiritsa ntchito chida ichi kuyerekeza CPC ndi malo amitundu yosiyanasiyana yotsatsa. Ndalama zomwe mumapereka zingadalirenso bajeti yomwe mwakhazikitsa pa kampeni yanu yotsatsa. M'munsimu muli maupangiri osinthira ma Adwords kuti muwonjezere zotsatira zanu.

Dziwani omvera omwe mukufuna. Pogwiritsa ntchito anthu otsatsa malonda, mutha kulunjika bwino omvera anu ndi AdWords. Mwachitsanzo, mutha kuwona maola awo ogwirira ntchito komanso nthawi yoyendera. Komanso, mukhoza kudziwa kutalika kwa nthawi imene amakhala kuntchito kapena popuma. Podziwa zinthu izi, mutha kukonza zotsatsa zanu kuti ziwonetse zomwe omvera anu akutsata. Izi ndizothandiza makamaka ngati mukuyang'ana makasitomala omwe amatha kugula zinthu ndi ntchito zokhudzana ndi makampani ena.

Dziwani mitundu ya omwe ogwiritsa ntchito amatsatsa. Mwachitsanzo, wosuta yemwe akufunafuna 'Bike Shop’ kuchokera pakompyuta yawo mwina akufunafuna malo enieni. Komabe, munthu amene akufunafuna funso lomwelo pa foni yam'manja amathanso kufunafuna magawo anjinga pa intaneti. Otsatsa omwe akufuna kufikira anthu apaulendo ayenera kuyang'ana pazida zam'manja m'malo mogwiritsa ntchito kompyuta kapena piritsi. Okwera ambiri ali munjira yofufuzira ndipo amakonda kugula komaliza kuchokera pakompyuta kapena piritsi lawo.

Mawu osakira amakhudza kwambiri bizinesi yanu ndi malonda anu, kotero mungafunike kuchita zongopeka mukakhazikitsa zoyambira zanu, koma mudzatha kuzisintha mukakhala ndi ziwerengero zanu. Mutha kutsata chiwongolero cha mawu osakira kuti mukhazikitse zotsatsa zanu zoyambira ndikuzisintha mkati mwa milungu ingapo mutatsegula akaunti yanu.. Mutha kusintha mabidi anu achinsinsi mutazindikira bajeti yanu ndi omvera omwe mukufuna.

Kutengera ndi kukula kwa bajeti yanu, mutha kusankha kuyika mabidi anu pamanja kapena kugwiritsa ntchito njira imodzi yokha. Pali njira zina zingapo zokometsera zotsatsa zanu pa Adwords, koma njira ya Maximize Conversions ndiyo yotchuka kwambiri. Google imagwiritsa ntchito kuphunzira pamakina kupanga mabidi potengera bajeti yanu yatsiku ndi tsiku. Komabe, muyenera kugwiritsa ntchito njirayi ngati muli ndi bajeti yayikulu ndipo mukufuna kusinthiratu njira yokhazikitsira malonda pa Adwords.

Kutsata kutembenuka

Mutha kugwiritsa ntchito kutsatira kutembenuka kwa AdWords kuti muwone kuchuluka kwa malonda anu akusintha. Kawirikawiri, muwona kuchuluka kwa zosintha patsamba lanu lotsimikizira mukagwiritsa ntchito nambala yosinthira pazinthu ziwiri. Ngati chiyembekezo chinadina pazotsatsa zonse ziwiri zomaliza 30 masiku, ndiye muyenera kutha kupereka ndalama zomwezo m'makhodi onse otembenuka. Koma kuchuluka kwa otembenuka kumasiyana kutengera mtundu wa zomwe mumagwiritsa ntchito.

Kutembenuka sikuli kwapadera kwa kasitomala m'modzi, kotero ndizotheka kugwiritsa ntchito mtengo wosiyana pa chilichonse. Nthawi zambiri, mfundozi zimagwiritsidwa ntchito kuyeza ROI pa kampeni iliyonse yotsatsa. Mutha kugwiritsanso ntchito mitundu yosiyanasiyana pamitengo yosiyanasiyana komanso mitundu yosinthira. Mtengo wa kutembenuka uyenera kulowetsedwa mu gawo lolingana. Komabe, mungafune kugwiritsa ntchito mtengo umodzi wosinthira pazotsatsa zanu zonse kuti muwonetsetse kuti mutha kuyeza ROI ya malonda aliwonse.

Mukakhazikitsa Webusayiti kapena Imbani Zosintha Patsamba, dinani pa Advanced Settings tabu. Izi ziwonetsa gawo la Converted Clicks. Mukhozanso kuona kutembenuka deta pa misinkhu angapo, kuphatikizapo Campaign, Ad Group, Malonda, ndi Keyword. Mutha kugwiritsanso ntchito data yotsata kutembenuka kuti muwone mitundu ya malonda omwe ali othandiza kwambiri kutembenuza. Poyang'anira kutembenuka kwanu, mudzakhala ndi chithunzi cholondola chazotsatsa zanu ndikuzigwiritsa ntchito ngati chitsogozo cholembera zotsatsa zamtsogolo.

Kukhazikitsa kutsatira kutembenuka kwa AdWords ndikosavuta. Gawo loyamba ndikukhazikitsa code yanu yotsata. Mutha kutanthauzira kutembenuka kwa malonda anu aliwonse powafotokozera molingana ndi mtundu wa zochitika zomwe wogwiritsa ntchito adachita.. Mwachitsanzo, mutha kusankha kutsatira zosintha ngati kutumiza fomu yolumikizirana kapena kutsitsa kwaulere ebook. Kwa masamba a Ecommerce, mutha kutanthauza kugula kulikonse ngati kutembenuka. Mukangopanga code, mukhoza kuyamba kutsatira malonda anu.

Kutsata kutembenuka kumasiyana pakati pa Google Analytics ndi AdWords. Google Analytics imagwiritsa ntchito podina komaliza ndikutsimikizira kutembenuka pomwe kudina komaliza kwa AdWords kudadina. Mbali inayi, AdWords amatengera zomwe mwasinthazo ngakhale mutakhala ndi njira zina zolumikizirana ndi wogwiritsa ntchito asanafike patsamba lanu.. Koma njira iyi mwina siyingakhale yoyenera bizinesi yanu. Chifukwa chake, muyenera kugwiritsa ntchito kutsatira kutembenuka kwa AdWords ngati muli ndi njira zingapo zotsatsira pa intaneti.

Ngati mukufuna kugwiritsa ntchito Google Adwords pa kampeni yanu yotsatsa, muyenera kudziwa zambiri za momwe zimagwirira ntchito. Muyenera kugwiritsa ntchito mtengo-pa-kudina (Zamgululi) kuyitanitsa, Kutsatsa kwapatsamba, ndikuwongoleranso kuti muwonjezere mitengo yanu yodulira. Kuti tiyambe, werengani nkhaniyi kuti mudziwe zofunikira kwambiri za AdWords. Nditawerenga nkhaniyi, muyenera kupanga kampeni yopambana.

Mtengo-pa-kudina (Zamgululi) kuyitanitsa

Kutsatsa kwamitengo-pa-click-per-click ndi gawo lofunikira kwambiri pa kampeni yabwino ya PPC. Pochepetsa mtengo-pa-kudina kwanu, mutha kuwonjezera kuchuluka kwa magalimoto anu ndikusintha. CPC imatsimikiziridwa ndi kutsatsa kwanu komanso njira yomwe imaganizira zamtundu wa malonda, ad udindo, ndi zotsatira zowonetsera zowonjezera ndi mawonekedwe ena otsatsa. Njirayi imachokera pazifukwa zingapo, kuphatikiza mtundu wa webusayiti yomwe muli nayo ndi zomwe zili.

Njira zotsatsa za CPC ndizosiyana patsamba lililonse. Ena amagwiritsa ntchito kuyitanitsa pamanja pomwe ena amadalira njira zodzipangira okha. Pali ubwino ndi kuipa kwa onse awiri. Ubwino umodzi wofunikira pakutsatsa pawokha ndikuti umatulutsa nthawi yochita ntchito zina. Njira yabwino idzakuthandizani kukweza ndalama zanu ndikupeza zotsatira zabwino. Mukakhazikitsa kampeni yanu ndikuwongolera zotsatsa zanu, mudzakhala mukupita kukulitsa mawonekedwe anu ndikusintha magalimoto anu.

CPC yotsika imakulolani kuti muzidina zambiri pa bajeti yanu, ndipo kudina kwapamwamba kumatanthawuza kutsogola kowonjezereka kwa tsamba lanu. Pokhazikitsa CPC yotsika, mudzatha kukwaniritsa ROI yapamwamba kusiyana ndi njira zina. Lamulo labwino la chala chachikulu ndikukhazikitsa malonda anu pazomwe mukuyembekezera kupanga pamwezi. Kutembenuka kochulukira komwe mumalandira, kukweza ROI yanu.

Ndi mazana masauzande a mawu osakira omwe alipo, mtengo-pa-click-per-click ndi gawo lofunikira pa kampeni yopambana ya PPC. Ngakhale ma CPC apamwamba safunikira pamakampani aliwonse, kukwera mtengo kungawapangitse kukhala otsika mtengo. Mwachitsanzo, ngati bizinesi ikupereka chinthu chamtengo wapatali, imatha kulipira CPC yayikulu. Motsutsana, mafakitale okhala ndi mtengo wokwera wapakati pakadina amatha kulipira CPC yapamwamba chifukwa cha mtengo wamoyo wamakasitomala.

Kuchuluka kwa ndalama zomwe mumawononga pakudina kulikonse kumadalira zinthu zingapo, kuphatikizira chigoli chapamwamba komanso kufunikira kwa mawu osakira. Ngati mawu anu ofunikira sakugwirizana ndi msika womwe mukufuna kugulitsa bizinesi yanu, mtengo wanu ukhoza kuwonjezeka 25 peresenti kapena kuposa. CTR yapamwamba ndi chizindikiro chimodzi chosonyeza kuti malonda anu ndi ofunika. Itha kukulitsa CPC yanu ndikuchepetsa Avg yanu. Zamgululi. Otsatsa a Smart PPC amadziwa kuti kuyitanitsa kwa CPC sikungokhudza mawu osakira, koma kuphatikiza zinthu zina.

Pamene CPC ikuyitanitsa Adwords, mumalipira wosindikiza ndalama zina pakadina kulikonse kutengera mtengo wa malonda anu. Mwachitsanzo, ngati mutagula madola chikwi ndikupeza kudina kamodzi, mudzalipira mtengo wokwera kuposa ngati mugwiritsa ntchito intaneti yotsatsa ngati Bing. Njirayi imakuthandizani kuti mufikire makasitomala ambiri komanso kuti muchepetse mtengo uliwonse mukangodina.

Kutsatsa kwapatsamba

Ndi Site Targeting m'malo, Otsatsa a Google amatha kusankha masamba omwe amatsatsa malonda awo. Mosiyana ndi kutsatsa kwapa-pa-kudina, Site Targeting imalola otsatsa kutsata masamba enaake. Ngakhale kutsatsa kwapa-pa-click ndikwabwino kwa otsatsa omwe amadziwa zomwe makasitomala awo akufuna, zimasiya gawo lomwe lingakhalepo pamsika osagwiritsidwa ntchito. Nawa maupangiri opangitsa kuti zotsatsa zanu ziwonekere:

Gawo loyamba pakukulitsa mitengo yanu yotembenuka ndikusankha zotsatsa zomwe zikugwirizana ndi tsamba. Zotsatsa zomwe zimagwirizana ndi zomwe zili patsamba linalake zitha kusintha. Sankhani zolemba zapawebusayiti kuti mupewe kutopa ndi anthu, ndipamene omvera amatopa ndikuwona malonda omwewo atha. Izi ndizofunikira makamaka pakutsatsa kwa anthu omwe ali ndi milingo yochepa yowerengera. Ichi ndichifukwa chake kusintha opanga zotsatsa pafupipafupi kumatha kuthandiza.

Kulunjikanso

Kugwiritsa ntchito kubwerezanso ndi Adwords kungakhale kothandiza kwambiri. Itha kugwiritsidwa ntchito kukopa makasitomala omwe angakhale nawo patsamba lanu. Facebook ili ndi zambiri kuposa 75% kwa ogwiritsa ntchito mafoni, kupanga chisankho chabwino kwambiri chowonjezera kupezeka kwanu pa Twitter. Kuphatikiza apo, mutha kugwiritsa ntchito mwayi pa Adwords’ mawonekedwe osavuta kugwiritsa ntchito mafoni kuti mukope chidwi cha omvera anu. Tiyeni uku, mukhoza kuwasintha kukhala makasitomala. Kugwiritsa ntchito Facebook ndi Twitter poyang'ananso ndi njira yabwino yopezera bwino kwambiri njira yotsatsira yamphamvuyi..

Kuyang'ananso ndi Adwords kuli ndi zabwino zambiri. Zimakuthandizani kuti muzilumikizana ndi makasitomala omwe alipo ndikufikira atsopano. Poyika ma Script tag patsamba lanu, anthu omwe adayendera tsamba lanu m'mbuyomu adzawonanso zotsatsa zanu, kupanga bizinesi yobwereza. Google imakulolani kuti mugwiritsenso ntchito kutsatanso ndi Adwords pamayendedwe osiyanasiyana ochezera, kuphatikizapo Facebook, Twitter, ndi YouTube.

Google Ads imagwiritsa ntchito khodi yotchedwa “kubwezeretsanso” yomwe imagwira ntchito ndi msakatuli wa mlendo kutumiza zotsatsa. Khodiyo sikuwoneka pazenera la mlendo wa webusayiti, koma imalumikizana ndi msakatuli wa wogwiritsa ntchito. Ndikofunikira kudziwa kuti wogwiritsa ntchito intaneti aliyense amatha kuletsa ma cookie, zomwe zipangitsa kuti kutsatsa kwapaintaneti kusakhale kwamunthu payekha. Mawebusayiti omwe ali kale ndi tag ya Google Analytics yoyikapo akhoza kudumpha kuwonjezera nambala yowunikiranso ya Google Ads..

Njira ina yowunikiranso ndi Adwords ndikubwezanso pamndandanda. Mu mtundu uwu wa kubwerezanso zolinga, ogwiritsa adayendera kale webusayiti ndikudina mpaka patsamba lofikira. Malonda omwe akutsatawa amatha kulimbikitsa alendo kuti agule kapena kukweza kuti azilembetsa. Kuwongoleranso ndi Adwords ndi njira yabwino kwambiri yopangira zotsogola zapamwamba.

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.