Ko Hono Fakaʻaongaʻi ʻ info@onmascout.de
Telefoní: +49 8231 9595990
Kapau ʻoku ke feinga ke totongi ha kau ʻenisinia, ʻe tokoni ʻa e founga ʻo e fekumi ki he foʻi lea mahuʻinga mo hono faʻu ʻo ha ngaahi foʻi lea ʻoku ola lelei ke ke maʻu ai ha ngaahi foʻi lea mahuʻinga. Neongo ia, ʻOku ʻi ai ha ngaahi meʻa ke manatuʻi ʻi he taimi ʻoku fili ai e ngaahi foʻi lea mahuʻinga. ʻOku totonu ke ke fakapapauʻi ʻoku tonu ʻa e faʻahinga ʻoku hoa mo ia. ʻE lava foki ke tokoni atu ʻa e fekumi ki he foʻi lea mahuʻinga ke ke faʻu ha ngaahi peesi mo ha ngaahi tuʻuaki ki he ngaahi tuʻunga fakaʻenisinia foʻou. Kapau ʻoku ke fakangaueʻi e kau ʻenisinia fakakomipiuta, hangē ko ʻení, te ke lava ʻo faʻu ha feinga ke tohoakiʻi mai ʻa e kau ʻenisinia foʻou.
Mahalo kuo ke fanongo ʻi he FPC (totongi ki he lomiʻi ʻi he) mo e FPM (totongi ki he ongo), ka ko e ha honau? ʻOku ʻuhinga ʻa e ngaahi foʻi lea ki he fakamole ʻo e ngaahi tuʻuaki ʻo makatuʻunga ʻi he lomi mo e ngaahi ongo. Neongo ʻe lava ke mamafa ʻa e ongo founga fakatouʻosi, te nau lava ʻo fakatupu ha foki fakaofo. Ko e Google ko e misini fekumi lahi taha ia mo e ngaahi fekumi makehe ʻe laui miliona ʻi he Google he mahina takitaha. ʻOku ʻai ʻe he meʻa ni ke mahuʻinga ke maʻu hoʻo uepisaiti ki he ngaahi foʻi lea mahuʻinga ʻoku feʻauʻauhi.
Meʻamālie, ʻOku ʻomi ʻe he ngaahi foʻi lea ko ʻeni ha ngaahi meʻangaue lahi ke tokoni ki hono fakaleleiʻi hoʻo kau fanongo. Fakaʻaongaʻi ʻo e demographics, feituʻu, mo e meʻangaue targeting, te ke lava ʻo fakafeʻungaʻi hoʻo ngaahi tuʻuaki ke aʻu ki ha falukunga kakai pau. Hangē ko ʻení, te ke lava ʻo fakataumuʻa ki he kau fakaʻaongaʻi ʻo e telefoni toʻ 18 ki he 34 pe kau ngaue pau ʻi he ʻIunaiteti Siteiti. Ko e metric mahuʻinga ʻe taha ke fakakaukauʻi ko e maaka lelei. ʻOku ʻuhinga ʻa e tuʻunga lelei maʻolunga ange ʻe saiʻia ʻa e Google ʻi hoʻo tuʻuaki, ʻa ia ʻoku faʻa ʻuhinga ia ki he totongi maʻulalo ange.
ʻOku kehekehe lahi ʻa e fakamole ki he ngaahi foʻi lea ʻoku makatuʻunga ʻi hoʻo pisinisi mo e faʻahinga foʻi lea mahuʻinga ʻoku ke targeting. Hangē ko ʻení, Ko e ngaahi foʻi lea mamafa taha ʻi he Google ʻoku fekauʻaki ia mo e meʻa fakapaʻanga, maluʻí, mo e ngaahi ngaueʻanga kehe ʻoku fekauʻaki mo e lahi ʻo e paʻanga. ʻOku kau ʻi he ngaahi foʻi lea manakoa kehe ʻa e ako mo e “mataʻitohi.” Kapau ʻoku ke palani ke fakahu ʻa e ngaahi konga ko ʻeni, ʻamanaki ke totongi maʻolunga ʻa e CS. Ko e meʻa tatau pe, Kapau ʻoku ke kamata ha feituʻu ke fai ai ha faitoʻo, ʻiloʻi ʻa e ngaahi CS maʻolunga.
Kapau ʻoku ke fakaʻaongaʻi ʻa e senolo tuʻuaki ʻoku ui ko e ngaahi lea ki hoʻo pisinisi, mahalo te ke fifili pe ʻoku ke maʻu ʻa e ngaahi ola lelei taha ʻe lava. ʻE aleaʻi ʻe he fakamatala ko ʻeni ʻa e ngaahi fotunga ʻo e ngaahi foʻi lea te ne fakapapauʻi ʻoku ke maʻu ʻa e haEulu lahi taha ki hoʻo buck. Mahalo te ke fifili foki pe ʻoku fai nai ʻe hoʻo tauʻataina ke fili ha ngaue lelei ʻi hono tokangaʻi ia. Tau vakaiʻi muʻa ha ngaahi meʻa mahuʻinga ʻe nima ʻo e ngaahi foʻi lea ke fai ʻaki e konga lahi hoʻo ngaue fakamaketi.
ʻOku kei hokohoko atu pe ʻa e tokanga ʻa e Google ki he misini toʻotoʻo mo e talamahuʻinga. Ko e “Ngaahi fokotuʻu mo e ʻahiʻahiʻi” ngaue ʻi he ngaahi lea ʻoku kau ai ha ongo fakaleleiʻi lalahi ʻe ua. Ko e ʻuluaki ko ha “fakaangaanga” founga ʻoku ne ʻai ke ke fai ha ngaahi liliu ʻo ʻikai fakatupu ha ngaue ki he moʻui. Kuo ʻosi maʻu ʻa e konga foʻou ko ʻeni ʻo fakafou ʻi he ngaahi meʻangaue ki hono tokangaʻi ʻo e faʻahi tolu hange ko e ʻetita ʻo e ngaahi lea. ʻOku ne fakaʻata koe ke ke siviʻi ha ngaahi kehekehe ʻo hoʻo ngaue pea vakai pe ʻoku ʻi ai haʻanau kaunga ki hoʻo pisinisi.
ʻOku kau ʻi he Interface foʻou ʻo e ngaahi foʻi lea ko ʻeni ha ngaahi meʻa naʻe ʻikai ke ʻi he Dashboard motuʻa. Neongo ia, ʻOku vave ni pe hono maʻu vahenga malolo ʻo e Dashboard motuʻa. ʻE fetongi ʻe he Dashboard foʻou ʻa e ngaahi faingamalie. ʻOku ʻi ai ha ngaahi kaati fakamatala fakanounou mo ha ngaahi fehokotakiʻanga ki ha fakamatala lahi ange fekauʻaki mo e ngaahi meʻa ʻi he konga ko ia. Lolotonga ia, te ke lava ʻo vakaiʻi e fakalakalaka hoʻo feinga tuʻuaki ʻaki haʻo lomiʻi ʻi he ngaahi foʻi lea mahuʻinga ʻoku fakaʻilongaʻi. ʻOku mahuʻinga ke mahino ʻa e ngaahi faikehekehe ʻi he dashboards motuʻa mo foʻou ke lahi ange hoʻo patiseti tuʻuaki.
ʻI he taimi ʻoku fakaʻaongaʻi ai ʻa e Google Adwords, ʻOku ke maʻu ʻa e fili ke fokotuʻu ha targeting fakasiokalafi ke fakapapauʻi ʻoku toki fakaha pe hoʻo ngaahi tuʻuaki ki he kau fakaʻaongaʻi ʻi ha feituʻu fakasiokalafi pau. ʻE fakapapauʻi ʻe Geotargeting ʻoku toki fakaha pe hoʻo ngaahi tuʻuaki ki he kau fakatau ʻi he feituʻu ʻoku ke fakamahinoʻi, ʻa ia te ne fakalahi hoʻo uepisaiti mo e fakatau ʻInitaneti. Te ke totongi pe ʻa e lomi ʻa e kau fakaʻaongaʻi ʻoku fekauʻaki mo hoʻo koloa mo e ngaahi ngaue. Te ke lava ʻo fokotuʻu ʻa e faʻahinga tuʻuaki ko ʻeni ʻo fakafou ʻi hoʻo ngaahi netiueka fakasosiale pe ʻi he ngaahi misini kumi, koeʻuhi ke ke lava ʻo fakataumuʻa ki he kakai ʻo makatuʻunga ʻi he feituʻu ʻoku nau nofo ai.
ʻOku ʻi ai ha faʻahinga ʻe ua ʻo e kouti fakasiokalafi-targeting ʻoku lava ke maʻu ʻi he Google ngaahi foʻi lea: fakavahelahi mo e hyperlocal. ʻOku fakaʻata koe ʻe he ʻuluaki faʻahinga ʻo e geo-targeting ke ke fili ha feituʻu pau ʻi ha fonua. ʻOku fakangatangata pe ʻa e targeting fakavahelahi, ʻi he taimi ʻoku maʻu ai ʻe he fonua takitaha ha ngaahi kolo mo ha ngaahi feituʻu. Ngaahi fonua ʻe niʻihi, neongo ia, ʻi ai haʻo fili lahi ange. Hange ko ʻeni, ʻi he ʻIunaiteti Siteití, ʻE lava ke fakapapauʻi ʻa e ngaahi vahefonua fokotuʻu fakafalealea ʻaki ʻa e Google Adwords. Neongo ia, Ko e ngaahi vahefonua fokotuʻu fakafalealea ko ha fili lelei ia ki he kau politikale. ʻIkai tatau mo e ngaahi vahefonua, te ke lava foki ʻo fakamahinoʻi ha feituʻu pau ʻi ha kolo, hange ko ha kaungaʻapi, ke lausiʻi hoʻo kau fanongo.
Hange ko ha faʻahinga founga fakamaketi foʻou, ʻe lava ʻe he geo-targeting ʻo fakatupulaki hoʻo ului. Neongo ia, ʻOku totonu ke ke manatuʻi ʻoku ʻi ai ha ngaahi fakangatangata ki he fili ko ʻeni, pea ʻoku fie maʻu ke ke ʻilo e founga ke fakahoko ai ia ʻi hoʻo ngaue. Neongo ʻe ngali ko ha fili lelei ia ki he ngaahi pisinisi fakalotofonua, Mahalo ʻoku ʻikai ko e founga totonu ia ki he motolo kautaha fotunga fakaemamani lahi. Ko hono aofangatuku, ʻOku ʻikai ko ha fetongi ʻa e geo-targeting ki ha founga SEO fakavahaʻapuleʻanga lelei.
Ko e taha ʻo e ngaahi founga lelei taha ke aʻu ai ki he kau fakatau totonu ko hono fakataumuʻa ki he kau kasitoma ʻoku nau fekumi ki hoʻo koloa pe ngaahi ngaue. ʻOku mahuʻinga ke ʻiloʻi pe ko e fe ʻa e ngaahi foʻi lea mahuʻinga ʻoku maʻolunga ʻenau fekumi, ʻi he hoko ʻa e ngaahi meʻa ni ko e feʻauʻauhi mo e ngalingali te ne fakatupu ʻa e fakafetuʻutaki mo e ongo taha. Ko ha ngaahi tokoni ʻeni ki he founga hono fili ʻo e ngaahi foʻi lea totonu ki hoʻo pisinisi. ʻE tokoni hono fakaʻaongaʻi ʻo e ngaahi foʻi lea ko ʻeni ke ke maʻu ha muimuitaha fakahokohoko lelei ange ʻi SERPs. Ko ha ngaahi tokoni ʻeni ki hono fili ʻo e ngaahi foʻi lea totonu:
Kimuʻa pea ke fili hoʻo ngaahi foʻi lea mahuʻinga, hiki ha lisi ʻo e ngaahi foʻi lea ʻoku fekauʻaki mo iá. Ko e felingiaki ko ha sitepu mahuʻinga ia ʻi he fekumi ki he foʻi lea mahuʻinga. Tohiʻi ha faʻahinga foʻi lea ʻoku haʻu ki ho ʻulu. Fili ʻa e ngaahi lea ʻoku ʻuhingamalie ki hoʻo pisinisi pea fakaʻaongaʻi kinautolu ʻi hoʻo ngaahi tuʻuaki tuʻuaki. Kapau he ʻikai ke ke lava ʻo maʻu ha meʻa ʻiate koe pe, hiki e ngaahi foʻi lea mahuʻinga ʻoku ke saiʻia ai ʻi ha toe fekumi. Hangē ko ʻení, mahalo te ke fie fakaʻaongaʻi ha foʻi lea hange ko e “konokona” ʻi he ngaahi tuʻuaki tuʻuaki.
Vakai ki he ngaahi tohi fekumi ʻi he mahina ki he mahina. ʻE lava ke maʻu ʻe ha foʻi lea fakafehoanaki fakataimi ha spike lahi ʻi he tohi fekumi ʻi ʻOkatopa, ka ʻoku maʻulalo ʻa e fekumi ʻo aʻu ki ʻOkatopa. Palani hoʻo meʻa ʻi loto ʻo makatuʻunga ʻi he ngaahi foʻi lea mahuʻinga ko ʻeni he taʻu kakato. Ke fakapapauʻi fakafehoanaki fakataimi ngaahi foʻi lea mahuʻinga, te ke lava ʻo fakaʻaongaʻi ʻa e Google fetoʻaki fakamatala pe Clickstream fakamatala. ʻE lava ke fakafehoanaki fakataimi ʻa e tohi fekumi ʻo e foʻi lea mahuʻinga ʻi ha ngaahi fonua kehekehe. Kapau ʻoku ke fakaʻaongaʻi ʻa e ngaahi foʻi lea ko e tefitoʻi maʻuʻanga tokoni ʻo e feʻaluʻaki, fakapapauʻi ʻoku fakakau ia ʻi hoʻo meʻa ʻi loto.
ʻI he taimi ʻoku ke feinga ai ke lahi ange hoʻo patiseti ʻi he ngaahi foʻi lea, ʻoku ʻi ai ha tefitoʻi founga ʻe ua ke fakahoko ai ia. ʻUluaki, te ke lava ʻo fakaʻaongaʻi ʻa e ngaahi ngaue fakaului ke tokoni atu ʻi hoʻo fokotuʻutuʻu ʻa e mavae. ʻI hono fokotuʻutuʻu ʻo e ngaahi ngaue fakaului, te ke lava ʻo fai ha tefitoʻi ngaue ʻe taha $10 mo ha ngaue hono ua ʻe taha $20. Hangē ko ʻení, ʻoku mahuʻinga ʻa e taki $10, ʻOku mahuʻinga ʻa e tuʻuaki koloa ʻoku feʻunga $20, pea ʻoku mahuʻinga ha fakatau $50. ʻI hono fakaʻaongaʻi ʻo e fekau ʻoku makatuʻunga ʻi he tuʻunga, ʻOku ke fakamoleki ha meʻa lahi ange ʻi he kau fakatau ʻaonga lolotonga hoʻo fakamoleki ha ngaahi tuʻunga ʻulungaanga mahuʻinga ʻo e ului.
Ko ha fili lelei ange ʻa e fekau ke fakamahuʻingaʻi koeʻuhi he ʻoku ne fakamalohiʻi ʻa e Google ke tokanga taha ki he tuʻunga lelei ʻo e ngaahi ongo tuʻuaki. ʻOku toe tokoni foki ia advertisers lahi ange ʻenau ngaahi tuʻuaki ʻo fakatatau ki he meʻa ʻoku mahuʻinga taha kiate kinautolu – lelei ange ʻa e feʻaluʻaki mo e founga ʻo e ului. Ko e Optimizing ki he tuʻunga ʻulungaanga mahuʻinga ʻo e kasitoma pe LTV ko ha fili lelei ia ki he ngaahi pisinisi ʻoku nau fie maʻu ke fakakau lahi ʻa e kau fakatau. ʻIkai ngata ai, ʻe lava ke faingofua hoʻo muimuiʻi e ngaahi tuʻunga ʻulungaanga mahuʻinga ʻo e ului, pea fakatatau hoʻo founga kole mo hoʻo ngaahi taumuʻa fakapisinisi.
ʻOku makatuʻunga ʻa e totongi ʻo e lomiʻi takitaha ʻi he maaka lelei ʻo e tuʻuaki, pea ko e maʻulalo ange ʻa e maka, ʻa e maʻamaʻa ange ʻa e lomiʻi. Neongo ia, ʻe uesia ʻe he maaka lelei ʻo e ngaahi ongo tuʻuaki ʻa e tuʻunga ʻo hoʻo tuʻuaki ʻi he ngaahi ola ʻo e fekumi. ʻE hanga ʻe he tuʻunga lelei maʻolunga ange ʻo fakalahi ho ngaahi faingamalie ke fakaʻaliʻali, tupu ʻi ha totongi maʻulalo ange ʻi he lomiʻi ʻi he. Ko ia, ʻe hanga ʻe ha PC maʻulalo ange ʻo ʻai ke toe mamaʻo ange hoʻo patiseti.
