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Kubudirira kwebhizinesi rako repamhepo kunoenderana nekusvika kwako kwekushambadzira uye kubatanidzwa kwevatengi. Iwe unofanirwa kuziva mashandisiro ePPC mapuratifomu akadai seAdWords kuwedzera kuratidzwa kwako uye kuita kwevatengi. Verenga kuti udzidze nezve idzi nzvimbo dzakakosha. Hazvina kumbobvira zvakanyanyisa kutanga kushandisa PPC mapuratifomu, kusanganisira AdWords. Heano mamwe matipi akakosha uye matipi ekuti iwe utange:
Imwe yematanho ekutanga ekugadzira yakabudirira AdWords mushandirapamwe iri kuita chaiyo keyword research. Kushandisa Google Keyword Planner kunogona kukubatsira kuona huwandu hwekutsvaga kwemazwi akakosha auri kufunga, yakawanda sei keyword imwe neimwe inodhura, uye inotokurudzira mamwe mazwi nezvirevo zvekushandisa. Kana zvaitwa nemazvo, tsvagiridzo iyi ichakubatsira iwe kugadzira mushandirapamwe wakanangwa unoenderana nemusika wako waunoda. Kuramba uchifunga kuti zvakanyanya kutarisisa yako kiyi yekutsvaga ndeye, zvakanyanya kunangwa shambadzo dzako.
Imwe yedzakanyanya kufarirwa uye inoshanda nzira dzekutanga kutsvaga keywords ndeye kushandisa Google Keyword Planner. Ichi chishandiso chinoratidza mavhoriyamu ekutsvaga emazwi akakosha nemwedzi. Kana mazwi ako akakosha akakwira muzhizha traffic, unofanira kuvananga panguva iyoyo. Imwe nzira yekutsvagisa mazwi akakosha kushandisa zvishandiso seGoogle AdWords’ ad builder kuti uwane ane hukama mazwi. Paunenge uchinge wadzikisira pasi rondedzero yako yemazwi akakosha, unogona kutanga kugadzira zvemukati zvichibva pane izvo tsvakiridzo.
Uchiri kuita yako keyword research, iwe unofanirwa kufunga zvaunoda kuti webhusaiti yako iite. Nenzira iyi, iwe unonyatsoziva izvo vateereri vako vari kutsvaga. Iwe unofanirwawo kufunga nezvechinangwa chavo chekutsvaga – vane ruzivo, navigational, kana kutengeserana? Kushandisa Google Keyword Planner, iwe unogona kuwana pfungwa yeanozivikanwa mazwi makuru kune yako niche. Iwe unofanirwawo kutarisa kana aya mazwi akakosha ane chekuita newebhusaiti yako. Kushandisa mazwi akakosha muchimiro chakakodzera kunoita kuti kushambadzira kwako kuonekwe nevanhu chaivo.
Kugadzira inoshanda keyword strategy, iwe unofanirwawo kuongorora vakwikwidzi vako’ websites. Vakwikwidzi vako’ mawebhusaiti anogona kunge aine zvirimo zvisina basa kune zvigadzirwa kana masevhisi ako seako. Kushandisa Google's keyword planner, iwe unozogona kuona kuti ndeapi mazwi makuru ari kutyaira zvakanyanya traffic kune vakwikwidzi vako. Iwe unogona ipapo kushandisa ruzivo urwu kugadzira inokwikwidza keyword zano. Nenzira iyi, unogona kushandisa zano iri kuvandudza chinzvimbo chesaiti yako paGoogle.
Hunhu hwemhando yeAdwords ndechimwe chezvinhu zvakakosha kuita kuti kushambadzira kwako kuve kwakakosha. Adwords’ chibodzwa chemhando inotarwa neseti yealgorithms yakafanana neiyo organic ranking algorithms. Iyo yakakwirira yemhando yezvibodzwa, iyo inonyanya kukosha ads yako ichave kune vateereri vako uye pakupedzisira chiyero chako chekushandura. Hedzino dzimwe nzira dzekuvandudza yako ad mhando chibodzwa. Isu tichakurukura zvimwe zvezvakajairika zvinhu zvinopesvedzera kunaka kwead yako.
Nzira yakanaka yekuwedzera yako yemhando zvibodzwa ndeyekutarisa shanduko yemashambadziro ako. Nyatsoteerera kumhando yako yemhando uye bvisa izvo kushambadzira neiyo yakaderera CTR. Edza kushandura musoro wenyaya kuti uwedzere shanduko yemashambadziro ako. Zvadaro, edza mushandirapamwe mutsva une imwe ad kopi. Izvi zvichawedzera kunaka kwako zvibodzwa zvakanyanya. Kuti uvandudze shanduko yako, tarisa pakuvandudza zvikamu zvitatu izvi:
A low Quality Score inogona kukwidza Mutengo wako Pakudzvanya (CPC). Inogona kusiyana zvichienderana nemazwi akakosha aunonongedza, asi high Quality Score inogona kuderedza CPC yako. Kutaura chokwadi, zvinogona kuve zvakaoma kuona mhedzisiro ye Quality Score, asi zvichabuda pachena nekufamba kwenguva. Kune mamwe akawanda mabhenefiti kune yakakwira Quality Score. Ramba uchifunga kuti mabhenefiti aya anowedzera nekufamba kwenguva. Haufanire kuedza kuita shanduko imwe chete husiku – mhedzisiro yacho ichazvivaka nekufamba kwenguva.
Iyo yepamusoro Quality Score inovandudza kuoneka kwead yako mumitsva yekutsvaga. Google inopa mibairo vashambadzi vanokwanisa kugadzira ads zvemhando yepamusoro. Uye ad yemhando yakaderera inogona kukuvadza bhizinesi rako. Kana iwe uine bhajeti rekuita shanduko idzi, funga kuhaya munyori ad. Mushandirapamwe wako uchabudirira uye uchidhura-inoshanda kana yako Quality Score yakakwira. Saka, cherechedza: Chibodzwa chemhando hachisi chinhu chinotorwa kurerutsa.
Mutengo wega wega (CPC) yeAdwords ad inosiyana zvichienderana nezvakati wandei zvinhu. Izwi rakakosha uye indasitiri yauri kunanga inosarudza iyo CPC. Izvi zvinotarisa kuti imarii yauchafanirwa kubhadhara kuti uite mushandirapamwe wako. Pazasi pane zvimwe zvezvinhu zvinosarudza CPC. Verenga kuti udzidze zvakawanda. -Ndeapi vateereri vaunoda kunanga? Ndeapi mhando yezvigadzirwa kana masevhisi achafadza ads yako?
-Imarii yaunoda kubhadhara pakudzvanya? Mari yauno bhidha haifanire kunge inopfuura yako break-even point. Kuseta yako max CPC yakanyanya kukwirira kunozokonzera shanduko dzakawanda, iyo inozopedzisira yadzikisa ROI yako uye kutengesa. Saizvozvowo, kudzikisa huwandu hwakanyanya hweCPC hunodzikisa ROI yako, asi zvinoguma nekutengesa kushoma. CPC yakakosha nekuti Google inoisa ads yako kumusoro mumibairo yekutsvaga kana vane yepamusoro Ad Rank.
-Imarii yaunofanira kushandisa pakudzvanya? Nepo CPC yakakosha pakuwana shanduko, CPM iri nani pakuwedzera ROI yako. Kazhinji, unogona kuwana yakawanda pakudzvanya neCPC yakaderera. Zvisinei, kana uri kunanga CPC yakaderera, zvichava nyore kuwana ROI yepamusoro. Nzira yakanakisa yekukwirisa yako Adwords bhajeti ndeyekuona iyo avhareji mutengo pakudzvanya uye kuverenga mutengo wako pachuru.
-CPC inotemerwa nezwi rakakosha rauri kunanga uye mutengo wekudzvanya uko kuchazogashira ad yako. Pane zvakawanda zvinhu zvinokanganisa iyo CPC yechishambadzo chako, kusanganisira keyword relevancy, peji yekumhara mhando, uye mamiriro ezvinhu. Kana uri kunanga makiyi emhando, yakakwira Quality Score inogona kukuunzira purofiti yekudzoka pamushandirapamwe wako wePPC. Pakupedzisira, chinangwa chako ndechekuwedzera CPC yako zvakanyanya sezvinobvira, pasina kuparara.
Kutengesazve neGoogle AdWords kunobvumidza iwe kuti uratidze tsika ads kune yapfuura vashanyi webhusaiti. Iwe unogona zvakare kugadzira ane simba remarketing ads zvichienderana nemafeed kuti asvike vashanyi vekare. Kushandisa kushambadzira kunogona kukupa iwe mukana wekushandura vashanyi venguva imwe chete kuva vatengi vanodzokorora. Kuti udzidze zvakawanda nezve tekiniki iyi, ramba uchiverenga. Ichi chinyorwa chinotsanangura mabhenefiti uye mashandisiro ekutengesazve neAdWords. Inogona kunge iri sarudzo yakakodzera kufunga nezve bhizinesi rako.
Kutengesazve inzira inoshanda yekuyeuchidza vashanyi nezvezvigadzirwa zvako kana masevhisi. Iwe unogona kugadzira akasiyana ad kusiyanisa zvichienderana nerudzi rwechigadzirwa chavakamboona pane yako saiti. Semuyenzaniso, unogona kunanga vashanyi vakashanyira peji rengoro pazuva rechinomwe kana 15 kana kuti avo chete vakaona peji pazuva rechinomwe. Nekunangisa vateereri vako zvichienderana nemaitiro avo, unogona kuwedzera kutendeuka kwako uye ROI.
Kana iwe uchinetseka kuti marii yauri kushandisa paMutengo pakudzvanya kweAdwords, hausi wega. Vanhu vazhinji vanopedza zvinopfuura $4 nekudzvanya pane ads. Uye, netsvakurudzo yakarurama, unogona kuderedza nhamba iyoyo zvakanyanya. Nzira dzinoverengeka dzinogona kukubatsira kuita kudaro. Chekutanga, geo-tarisisa ads yako. Izvi zvinokutendera kuti uratidze ads kune chaiwo marudzi enharembozha. Chechipiri, unogona kudzikisira nhamba yema ads anoratidza pane yakapihwa peji, kuitira kuti chete akakodzera anoratidzwa kune vashanyi vako.
AdWords’ CPC yakadzikira kune akawanda maindasitiri. Avhareji yeCPC yekutsvaga paGoogle ndeye $1 uye $2, asi anogona kusvika $50 kana iwe uchida kuve wakanangwa zvakanyanya. Zvichienderana neindasitiri yako, mari yako yekubhadhara, nevakwikwidzi vako’ bids, unogona kushandisa mazana kana kunyange zviuru zvemadhora pazuva paAdWords. Zvakadaro, yeuka kuti kunyangwe neGoogle zvishandiso zvemahara, iwe unogona kuita mari kubva pakushambadzira.
Imwe nzira yekuwedzera bhidhi yako ndeyekuwedzera bhidhi yako. Zvisinei, zvakakosha kuziva kuti keyword kubhidha inosiyana kubva kuindasitiri kuenda kune indasitiri. Kana iwe uri muindasitiri yezvemari, mwero yako yeavhareji yekutendeuka inenge 2.70%. Kune maindasitiri senge e-commerce uye inishuwarenzi, avhareji iri pasi pezvikamu zviviri kubva muzana. Chero zvazvingava, zvakakosha kuti utarise mishandirapamwe yako zvine hungwaru uye kugadzirisa bhidhi yako zvinoenderana. Uye usakanganwa kushandisa Google Sheet kuteedzera mishandirapamwe yako.
Kunyange zvibodzwa zvemhando uye CPC zvakakosha kumushandirapamwe wako weAdWords, iwe unofanirwawo kufunga yako keyword yekuisa uye yekumhara peji. AdWords’ Quality Score chiyero chekukoshera kwezvinyorwa zvako kune vanotsvaga. Iyo yakakwirira CTR yako, zvinonyanya kuitika kuti ad yako inodzvanywa. Kana peji yako yekumhara isina basa, ad yako ichavigwa muSERPs.