Faʻahinga: Blog

Kimuʻa pea ke kamata tuʻuaki ʻi he Google, ʻOku totonu ke ke ʻiloʻi ʻa e meʻa ʻoku ke maʻu ki. Ko ha ngaahi meʻa ʻeni ʻe niʻihi ke manatuʻi: Fakatauhoa e faʻahinga, Lahi e tuʻunga lelei, Ngaahi Totongí, mo e Retargeting. Ko ʻene mahino pē kiate koe ʻa e ngaahi meʻá ni, te ke lava ʻo palani ha tuʻuaki lelei ange ʻo e ngaahi foʻi lea. Pea ko hoʻo ʻiloʻi lelei kotoa ʻeni, ʻokú ke mateuteu ke kamata! Neongo ia, kimuʻa pea ke fai ia, ʻOku totonu ke ke fai ha fekumi ʻi hoʻo ngaahi foʻi lea mahuʻinga.

Ngaahi Totongí

ʻOku lahi ha ngaahi meʻa ʻoku ne fakapapauʻi ʻa e lahi ʻo e paʻanga ʻoku totonu ke ke fakamoleki ʻi he ngaahi foʻi lea. Hangē ko ʻení, Ko e ha ʻa e ʻavalisi ʻo e fakamole ki he lomiʻi ʻi he? Ko e totongi ʻo e ngaahi koloa naʻe fakatau atu (COGS) kau ai ʻa e faiva mo e tuʻuaki ʻo e fakamole. Kuo pau ke ke fakapapauʻi ʻa e lahi ʻo e paʻanga naʻa ke fakaʻaongaʻi ʻi he tuʻuaki kae lava ke ke foki ki hoʻo ʻinivesimeni. Pea te ke lava leva ʻo fakafehoanaki ʻa e ngaahi fakamole ko ia ki hoʻo paʻanga hu mai mei he ngaahi tuʻuaki ʻo e ngaahi lea pea fakapapauʻi pe ko e fe ʻa e ngaahi foʻi lea mahuʻinga taha.

Ko e totongi ki he lomiʻi ʻi he (FPC) kehekehe lahi ʻo makatuʻunga ʻi he ngaahi foʻi lea mahuʻinga mo e faʻa ngaue. ʻOku ʻi ai ha ngaahi CS angamaheni ʻoku ʻi he $2.32 ʻi he kulupu fekumi ki he netiueka mo e $0.58 ʻi he kulupu fengaueʻaki ʻoku fakaʻaliʻali. Ke maʻu ha fakamatala lahi ange, vakai ki he fakamatala fakasitetisitika ko ʻeni ʻo e ngaahi lea fakasitetisitika. Ko e founga ʻe taha ke fakasiʻisiʻi ai hoʻo PC ko hono fakataumuʻa e ngaahi foʻi lea mahuʻinga ʻaki ha maaka lelei maʻolunga. ʻOku maʻu ʻe he ngaahi foʻi lea mahuʻinga maʻolunga ʻa e tuʻunga lelei ange ʻi he pesi, fakahaofi hoʻo paʻanga mo fakapapauʻi ʻoku ʻasi hoʻo ngaahi tuʻuaki ʻi he peesi toʻomataʻu.

Te ke lava ʻo liliu hoʻo talamahuʻinga ki ha foʻi lea mahuʻinga pau kapau ʻoku ke ʻiloʻi pe ko e fe ʻa e ngaue lelei taha. ʻI he tafaʻaki ʻe taha, te ke lava ʻo fakasiʻisiʻi hoʻo talamahuʻinga ʻi he ngaahi foʻi lea mahuʻinga ʻoku ʻikai ke ne ʻomi ha ngaahi ola. Manatuʻi ʻoku lahi ange e fakamole ʻa e ngaahi foʻi lea ʻe niʻihi ʻi he niʻihi kehe, pea ʻoku totonu ke ke vakaiʻi mo liliu maʻu pe hoʻo mavae ʻo fakatatau ki. ʻI heʻene hoko ko ha tokotaha pisinisi, ʻOku totonu ke ke ʻiloʻi ʻa e ngaahi liliu ʻi he totongi ʻo e ngaahi foʻi lea pea mateuteu ke liliu ʻo fakatatau ki ai. Ko hoʻo ako pe ʻa e ngaahi foʻi lea mahuʻinga ʻoku ngaue lelei ki hoʻo uepisaiti, te ke lava ʻo fakalahi hoʻo paʻanga hu mai pea kosi hoʻo FPCs ke maʻu ʻa e lelei taha ʻoku ou.

Ko e ngaue ʻa e PC ko e founga angamaheni taha ia ʻoku fakaʻaongaʻi. Ko e founga angamaheni taha ia mo e fakamole ʻoku siʻi hifo he seniti ʻe teau ki he lomiʻi. Neongo ia, ʻOku kehe ʻa e fakamole ki he lomiʻi takitaha mei he totongi ʻo e ngaahi ongo. Kapau ʻoku ke fie ʻilo ki he totongi hoʻo ngaue tuʻuaki, te ke lava ʻo fakaʻaongaʻi ha foʻi lea mahuʻinga ke fakafuofuaʻi ʻaki hoʻo fakamole ki he lomiʻi ʻi he. ʻI he founga ni, te ke ʻiloʻi lelei ʻa e lahi ʻo e meʻa te ke totongi ki he lomiʻi takitaha pea mo e lahi ʻo e ngaahi ongo ʻoku ke maʻu.

Fakatauhoa e faʻahinga

Kapau ʻoku ke fie fakalahi ʻa e lahi ʻo e ului pea siʻisiʻi ange ʻa e paʻanga ʻi hoʻo ngaahi tuʻuaki, ʻOku totonu ke ke toʻo hoʻo ngaahi foʻi lea mahuʻinga ki ha ngaahi faʻahinga kehekehe. ʻI he ngaahi foʻi lea tuʻuaki, ʻOku fai ʻeni ʻe segmenting ngaahi tuʻuaki ʻo fakatatau ki he faʻahinga tatau. ʻI hono fili ʻo e faʻahinga tatau totonu, te ke lava ʻo aʻu ki he kakai ʻoku fakataumuʻa ki ai pea fakaʻehiʻehi mei hono maumauʻi e paʻanga ʻi he lomi taʻe ʻaonga. Ki he taumuʻa ko ʻení, ʻOku totonu ke ke fakaʻaongaʻi ha meʻangaue taʻetotongi ke fakapapauʻi ʻaki hoʻo ngaahi taumuʻa pea toki konga hoʻo ngaahi tuʻuaki ʻo fakatatau ki ai.

Ko e hoa totonu ko e meʻa ia ʻoku fakataumuʻa taha ki ai ʻa e foʻi lea mahuʻinga kotoa pe, pea ʻoku fie maʻu ʻa e kupuʻi lea mahuʻinga ke pau. Neongo ia, te ke lava ʻo tanaki atu ha ngaahi foʻi lea kehe ki hoʻo fehuʻi kapau ʻe fie maʻu. Ko e hoa totonu ko e fili lelei taha ia ki he advertisers ʻoku nau fie fakaʻuli ʻi he ului ʻaki hono fakahaaʻi pe ʻa e ngaahi tuʻuaki ʻoku fekauʻaki mo e ngaahi foʻi lea mahuʻinga ʻoku nau targeting. ʻOku ʻi ai foki mo ha tuʻunga maʻolunga ange ʻo e lomiʻi ʻi he vave. Neongo ia, ʻOku mahuʻinga ke mahino ko hono fakaʻaongaʻi ʻo e tatau totonu ʻoku ʻikai ko e fili lelei taha ia ki he pisinisi kotoa pe.

Kapau ʻoku ke fie fakataumuʻa ki ha ngaahi foʻi lea pau, pea te ke lava leva ʻo fakaʻaongaʻi ha ngaahi foʻi lea mahuʻinga lahi. ʻOku fakahangatonu ʻeni ke fakaʻaongaʻi mo fakaha ki he Google ke fakahaaʻi hoʻo ngaahi tuʻuaki ki ha ngaahi foʻi lea pe kupuʻi lea pau. ʻE lava ke ʻi ha faʻahinga fakahokohoko pe ʻa e ngaahi foʻi lea mahuʻinga. Te ke lava ʻo fakahu ʻa e ngaahi foʻi lea ko ʻeni ʻo fakaʻaongaʻi ʻa e fakaʻilonga tanaki (+) kimuʻa ʻi he foʻi lea mahuʻinga takitaha. ʻE lava ke fakaʻaongaʻi ʻa e founga ʻo e foʻi lea mahuʻinga lahi ki he ngaahi kupuʻi lea. ʻOku specializes ʻa e mitia kakato ʻi he ngaahi lea ʻa e PPC ki he fanga kiʻi kautaha iiki mo Lotoloto.

ʻOku lahi mo tatau pe ʻa e ngaahi faʻahinga ʻoku manakoa taha, ka ʻoku ʻi ai foki mo ha fakakeheʻi ofi. ʻOku kau ʻi he faʻahinga tatau lahi ʻa e ngaahi misspellings kotoa pe ʻo e foʻi lea mahuʻinga lolotonga ia ʻoku fakaʻata koe ʻe he faʻahinga totonu ke ke fakataumuʻa ki ha ngaahi fekumi ʻoku lahi ange. Te ke lava foki ʻo taʻofi ʻa e fakakeheʻi ofi ʻaki haʻo tanaki atu ha ngaahi foʻi lea ʻoku kovi. Neongo ia, ʻOku ʻikai ko ha founga lelei ʻeni he te ne lava ʻo fakasiʻisiʻi ʻa e lahi ʻo e lomi. Ko e faʻahinga tatau lahi ko e fili lelei taha ia ki he advertisers ʻoku nau fie maʻu ke fakataumuʻa ki ha ngaahi foʻi lea pau.

Toe fakataueleʻi

Ko e Retargeting ko ha founga ia ʻo e tuʻuaki ʻi he ʻInitaneti ʻoku ne fakaʻata ʻa e marketers ke fakahaaʻi ʻa e ngaahi tuʻuaki kuo ʻosi fakapapauʻi ki he kau ʻaʻahi ʻo ha uepisaiti. ʻOku ngaue ʻa e founga remarketing ʻaki hono ʻave ha kouti ki hono muimuiʻi ʻi ha peesi uepi pea fakaʻata ʻa e ngaahi tuʻuaki ke huluʻi ki ha tokotaha ʻaʻahi he kuohili. ʻOku mahuʻinga ʻa e ngaahi ola ʻo e faʻahinga remarketing ko ʻeni. Kuo fakahaaʻi ke fakalahi ʻa e fakatau ʻo aʻu ki he 70% ʻi he taimi ʻoku fai ai ʻe he kakai kuo nau ʻaʻahi ki ha uepisaiti taʻe fakatau ha meʻa ke fakatau ʻo fakafou ʻi ha tuʻuaki remarketing.

Kapau ʻoku ʻikai optimized hoʻo uepisaiti ki he retargeting, mahalo he ʻikai te ke lava ʻo sio ki ha faʻahinga ola. Kapau ʻoku ʻikai ngaue hoʻo ngaue remarketing, Mahalo naʻa fie maʻu ke ke fai e faleʻi ʻa ha kautaha pule ʻo e Google M. Te nau tokoni atu ke ke fokotuʻu totonu ʻa e ngaue retargeting. ʻE fakahoko ʻe he ngaahi feituʻu totonu ha faikehekehe lahi ʻi he ngaue. Ko hoʻo maʻu pe ʻa e ngaahi feituʻu totonu, te ke lava ʻo fakaʻaongaʻi ʻa e retargeting ke fakataumuʻa consumers ʻi he ngaahi netiueka fakasosiale kehekehe kotoa pe.

Ke lava ʻo fokotuʻu ha ngaahi tuʻuaki retargeting, kuo pau ke ke ʻuluaki fokotuʻu ʻa e Google Analytics. ʻE muimuiʻi ʻe he kouti retargeting ʻa e cookies, ʻa ia ko ha fanga kiʻi faile iiki ʻoku tauhi he taimi pe ko ia ʻi he browser ʻa e tokotaha fakaʻaongaʻi. ʻE fakatokangaʻi ʻa e ngaahi tuʻuaki ʻo e Google ke fakaʻaliʻali ha ngaahi tuʻuaki ki ha tokotaha ʻaʻahi pau ʻo makatuʻunga ʻi honau hisitolia kimuʻa. ʻE lava ke hoko ʻa e Retargeting mo e ngaahi foʻi lea ko ha founga lelei ke fakaleleiʻi ʻaki hoʻo founga fakamaketi ʻi he ʻInitaneti.

ʻE lava ke ʻaonga ʻa e Retargeting mo e ngaahi foʻi lea ki he ngaahi senolo mitia fakasosiale, tautautefito ki he Facebook. ʻE lava foki ke hoko ia ko ha founga lelei ke langa ai ha Twitter hili. Manatuʻi, ʻi he 75% ʻo e kau fakaʻaongaʻi ʻi he Twitter ʻoku ʻi he ngaahi meʻangaue toʻotoʻo. ʻOku totonu ke anga fakakaumeʻa hoʻo ngaahi tuʻuaki ke fakalahi ho ngaahi faingamalie ke maʻu e tokanga hoʻo kau fanongo. ʻE lava ke tokoni atu ʻa e Retargeting mo e ngaahi foʻi lea ko ʻeni ke ke fakaului ʻa e kau fakaʻaongaʻi ko ʻeni ki he kau fakatau. Ko ia, kamata retargeting ʻaki e ngaahi foʻi lea ke takiekina hoʻo paʻanga hu mai.

Lahi e tuʻunga lelei

ʻOku lahi ha ngaahi founga ke fakaleleiʻi ʻaki ho maaka lelei ʻi he Google ngaahi foʻi lea. Neongo ʻoku ʻikai ke ʻi ai ha founga faimana ʻe taha, ʻOku lahi ha ngaahi founga ke fakaleleiʻi ʻaki ho maka. Ko e ʻuluaki sitepu ko e hu ki hoʻo ʻakauni pea ʻalu ki he penolo ʻoku fakaʻaliʻali ai e foʻi lea mahuʻinga. ʻI heʻene aʻu ki ai, te ke lava ʻo sio ki he lahi ʻo e ngaahi meʻa lelei ki hoʻo ngaahi kulupu tuʻuaki malohi. Pea, te ke lava ʻo kamata fai ha ngaahi liliu ke fakaleleiʻi ho maka. Hili ha ngaahi uike siʻi, ʻoku totonu ke ke fakatokangaʻi ha faikehekehe lahi.

ʻOku fikaʻi ʻa e maaka lelei ki hoʻo tuʻuaki ʻaki haʻo fakakaukauʻi ha meʻa ʻe tolu: mahuʻinga, mohu founga tuʻuaki, mo e aʻusia ʻi he to ʻa e peesi. Naʻa mo e taimi ʻoku fakaʻaongaʻi ai ʻa e ngaahi foʻi lea mahuʻinga tatau, ʻE kehekehe pe ʻa e lahi ʻo e ngaahi kulupu tuʻuaki. Hangē ko ʻení, Kapau ʻoku ʻi ai haʻo pisinisi totongi fale, te ke lava ʻo fakaʻaongaʻi ʻa e foʻi lea mahuʻinga “ʻOloveti ʻu palasi e” ke fakataumuʻa ki he kau kasitoma ʻoku nau fekumi ki he ngaahi fale. Te ne fakaleleiʻi ho maaka lelei kapau ʻoku mahuʻinga mo fakamanako hoʻo ngaahi tuʻuaki ki he kau fakaʻaongaʻi ʻo e ngaahi meʻangaue kotoa pe.

ʻOku totonu foki ke ke ʻiloʻi ko e maaka lelei ki ha kulupu tuʻuaki pau ʻoku makatuʻunga ia ʻi he tuʻunga lelei ʻo e foʻi lea mahuʻinga. ʻE lava ke takiekina ʻe he meʻa ni hoʻo fakamole ki he lomiʻi ʻi he (FPC) pea lomiʻi ʻi he vave (FKT). ʻOku toe hoko foki ʻa e Google ngaahi tuʻuaki ʻi he tuʻunga lelei ʻo e kulupu tuʻuaki. Ko ia, Kapau ʻoku ʻi ai ha maaka lelei maʻolunga ʻo ha kulupu foʻi lea, ʻOku ngalingali ʻe lelei ia ʻi he ngaahi ola ʻo e fekumi ʻi he Google. Kapau ʻoku ke palani ke fakalele ha tuʻuaki ʻo ha foʻi lea mahuʻinga pau, ʻe ʻi ai ha maaka lelei ange ʻi he kapau te ke fakaʻaongaʻi pe ha foʻi lea angamaheni.

ʻI he taimi ʻoku ke vakavakaiʻi ai hoʻo ngaue tuʻuaki, tokanga ʻaupito ki he FKT. Ko e FKT māʻolungá ko ha fakaʻilonga lelei ia. ʻE maʻu ʻe he ngaahi tuʻuaki ʻoku māʻolunga angé ha lomi lahi ange, ʻo fakatupulaki ai hoʻo PC. Neongo ia, manatuʻi ʻe uesia ʻa e FKT ʻe he ngaahi meʻa kehe hangē ko e feituʻu fakasiokālafí. ʻIkai ngata ai, ʻOku fie maʻu ke ke fakapapauʻi ʻoku tatau hoʻo ngaahi foʻi lea mahuʻinga mo hoʻo tatau tuʻuaki mo e peesi ʻuluaki. ʻE lava ke tokoni hono fakatupulaki hoʻo FKT ki ho maaka lelei, ka te ne toe fakalahi foki hoʻo fakamole-ki he-lomiʻi (FPC).

Fekumi ki he foʻi lea mahuʻinga

Ko e fekumi ki he foʻi lea mahuʻinga ko e founga ia ki hono ʻiloʻi ʻo e ngaahi foʻi lea totonu ki hoʻo uepisaiti pe tuʻuaki. ʻOku lahi ha ngaahi founga ke fakahoko ai e fekumi ki he foʻi lea mahuʻinga. Ko e tefitoʻi taumuʻa ke toʻo ha fakakaukau pea ʻiloʻi ʻa e ngaahi foʻi lea mahuʻinga ʻoku malava ke ne fakatupu ha ngaahi meʻalele. ʻOku kau ʻa e ngaahi foʻi lea mahuʻinga ʻi he mahuʻinga mo e faingamalie ke maʻu ʻa e ngaahi meʻalele. ʻOku tokoni ʻa e fekumi ki he foʻi lea mahuʻinga ke ke faʻu ʻa e meʻa totonu mo e founga tuʻuaki ke tohoakiʻi ʻaki e kau fakatau ʻe ala hoko. Ke kamata, fakaʻaongaʻi e meʻangaue ki he foʻi lea mahuʻinga ʻa e Google ke ʻiloʻi pe ko e fe ʻa e ngaahi foʻi lea mahuʻinga ʻoku manakoa.

Neongo ʻe fie maʻu ki ai ha taimi mo ha ngāue, ʻOku mahuʻinga ʻa e fekumi ki he foʻi lea mahuʻinga ki hoʻo lavameʻa ʻi he ngaue. Ka ʻikai ha fekumi ki he foʻi lea totonu, ʻe lava ke taʻe-malava pe totongi hoʻo ngaue ʻi hoʻo fakatau. ʻOku hiki atu ʻi lalo ha ngaahi tokoni ke ke kamata ai:

Fakaʻaongaʻi ʻa e Google tohi palani mahuʻinga. ʻOku fakahaaʻi ʻe he meʻangaue ko ʻeni ʻoku ke fekumi ʻi he mahina. Hange ko ʻeni, Kapau ʻoku ke fie tohoakiʻi e feʻaluʻaki lolotonga e faʻahitaʻu mafana, ʻOku totonu ke ke fakataumuʻa ki he ngaahi foʻi lea mahuʻinga ʻoku fekumi lahi ki ai ʻi he faʻahitaʻu ko ʻeni. ʻIkai ngata ai, fakakaukau ke fakangatangata hoʻo fekumí ki ha vahaʻataimi pau, hangē ko e vahaʻa ʻo Mē mo ʻAokosí. Ko hoʻo ʻiloʻi pe ʻa e ngaahi foʻi lea mahuʻinga ʻoku ʻaonga, te ke lava ʻo fakaʻaongaʻi ʻa e meʻangaue ki he ngaahi foʻi lea ʻoku fekauʻaki mo ia. ʻE fakatupu ʻe he meʻangaue ko ʻeni ha ngaahi foʻi lea ʻe laungeau ʻoku fekauʻaki mo ia ʻo makatuʻunga ʻi hoʻo ngaahi fakangatangata.

ʻI he taimi ʻoku fili ai e ngaahi foʻi lea mahuʻinga, fakapapauʻi e taumuʻa hoʻo uepisaiti. Fai hoʻo fekumi ke fakapapauʻi hoʻo taumuʻa mo e taumuʻa ʻo e fekumi ʻi he maketi ʻoku fakataumuʻa ki ai. Mahalo te ke fie fakakaukau foki ki he founga ʻoku fekauʻaki ai hoʻo uepisaiti mo e ngaahi foʻi lea mahuʻinga ko ʻeni. ʻOku ʻi ai nai ha ngaahi koloa pe ngaahi ngaue ʻoku tatau mo e ngaahi lea? ʻOku ʻi ai nai haʻanau ngaahi tohi fekumi maʻolunga? Ko e ha ʻoku fekumi ki ai e kakai ʻi he taimi ʻoku nau fekumi ai ki ha koloa pe ngaue tokoni pau? Ko e tohi fekumi maʻolunga ko ha fakaʻilonga lelei ia. Kapau ʻoku ʻikai, feinga ke maʻu ha foʻi lea kuo fakamaʻalaʻala lahi ange ke fakataumuʻa ki ai.

ʻOku ʻi ai ha founga ʻe tolu ke fakaʻaongaʻi ai ʻa e ngaahi foʻi lea ki hoʻo pisinisi. ʻOku ui ʻa e ngaahi founga ko ʻeni ko e totongi ki he lomiʻi ʻi he (FPC) tuʻuaki, Fekumi ki he foʻi lea mahuʻinga, pea fekau. Kapau ʻoku ke fie sio ki he ngaahi ola ʻaukai, kuo pau ke ke fakapapauʻi ʻoku ke totongi ʻa e ngaahi meʻalele lelei. ʻE hanga ʻe hono fakaʻaongaʻi ʻo e founga ko ʻeni ʻo fakapapauʻi ʻoku ke totongi ʻa e lomi ʻe liliu moʻoni ke taki. Ke kamata, ʻoku totonu ke ke tānaki ʻa e fakamatala lahi taha ʻe lavá. ʻE fakamatalaʻi ʻe he fakamatala ko ʻeni ʻa e mahuʻinga ʻo e fekumi ki he foʻi lea mahuʻinga mo e founga ke fakalahi ai hoʻo talamahuʻinga.

Totongi ki he lomiʻi (FPC) tuʻuaki

Ko e totongi ki he lomiʻi pe FPC ko e totongi advertisers ia ki he taimi kotoa pe ʻoku lomiʻi ai ʻe ha taha ʻenau tuʻuaki. ʻOku fakahehema ʻa e FPCs ke maʻolunga ʻi he ngaahi ngaueʻanga ʻoku lahi ai e ului mo e feʻauʻauhi advertisers. Neongo ʻoku ʻi ai ha ngaahi founga ke holoki ai hoʻo PC, ʻoku ʻikai ha founga pau ke fakasiʻisiʻi kakato ai kinautolu. Ko ha ngaahi meʻa ʻeni ke manatuʻi ʻi he taimi ʻoku optimizing ai hoʻo FPCs. ʻUluaki, fakakaukau ki he mahuʻinga hoʻo saiti ki he maketi ʻoku fakataumuʻa ki ai. Kapau ʻoku ʻikai fekauʻaki hoʻo uepisaiti mo e kakai ʻoku fakataumuʻa ki ai, Mahalo ʻe fuʻu maʻolunga hoʻo PC.

Uá, mahino ʻa e faikehekehe ʻi he vave ʻo e paʻanga mo e totongi ʻoku makatuʻunga ʻi he talamahuʻinga-ki he-lomiʻi. ʻOku faingofua ange ke muimuiʻi ʻa e PC ʻoku ʻikai ke ʻi ai ha meʻa ʻi he ngaahi meʻa ʻoku makatuʻunga ʻi he talamahuʻinga. ʻOku ʻikai fuʻu mamafa ʻa e talamahuʻinga ʻoku makatuʻunga ʻi he CS, ka ʻoku kei siʻisiʻi ange hono fakataumuʻa. ʻIkai ngata ai, kuo pau ke advertisers fakakaukau ki he tuʻunga ʻulungaanga mahuʻinga ʻo ha lomiʻi mei ha maʻuʻanga tokoni. He ʻikai lava ke liliu ʻa e PC maʻolunga ki ha vaitafe paʻanga hu mai maʻolunga.

ʻOku toe maʻu foki ʻe he PC invoicing ʻa e fakatuʻutamaki ʻo hono fakaʻaongaʻi hala. ʻE lava ke lomiʻi ʻe he kau fakaʻaongaʻi ʻa e ngaahi tuʻuaki. ʻE lava ke totongi ʻe he meʻa ni ʻa e advertiser ha paʻanga lahi. Neongo ia, ʻOku feinga ʻa e Google ke fakangatangata hono fakaʻaongaʻi hala ʻaki ʻa e ʻikai fakafonu ki he lomi hala. Neongo ʻoku ʻikai malava ke mapuleʻi ʻa e lomiʻi kotoa pe, te ke lava ʻo aleaʻi ha vave maʻulalo ange. Kapau ʻoku ke loto fiemalie ke fakamoʻoni ʻi ha aleapau taimi loloa mo e tokotaha faipulusi, te ke lava ʻo faʻa aleaʻi ha vave maʻulalo ange.

ʻI he mamani ʻo e tuʻuaki totongi, ko e totongi ʻo e fakamaketi ko ha meʻa mahuʻinga ia. ʻI he totongi totonu ki he lomiʻi ʻi he, te ke lava ʻo fakalahi hoʻo foki ki he tuʻuaki ʻo e fakamole. Ko e ngaahi tuʻuaki ʻo e PC ko ha meʻangaue malohi ia ki ha ngaahi pisinisi lahi, ke mahino ʻa e lahi hoʻo totongi ʻi he lomiʻi te ne lava ʻo fakaleleiʻi hoʻo fakamaketi. Pea kapau ʻoku ke ʻilo ʻa e meʻa ʻoku fekumi ki ai hoʻo kau fanongo, ʻe ʻaonga ia kiate koe. Ko e ʻuhinga ia ʻoku fuʻu mahuʻinga ai ke ʻiloʻi hoʻo PC.

Fekumi ki he foʻi lea mahuʻinga

Kumi e misini optimization (SEO) Ko e ʻaati ia ʻo hono fili ʻo e ngaahi foʻi lea totonu mo e ngaahi tefito ki he kanotohi ʻi he SERPs. ʻI he taimi ʻoku fakahoko totonu aí, ʻOku tokoni ʻa e fekumi ki he foʻi lea totonu ke fakatupulaki ʻa e feʻaluʻaki mo e ʻilo. Ko e fekumi ki he foʻi lea mahuʻinga ko ha founga makehe marketers fakaʻaongaʻi ke ʻiloʻi pe ko e fe ʻa e ngaahi kupuʻi lea mo e ngaahi foʻi lea ʻoku ngalingali ʻe fekumi ki ai ʻa e kau fakaʻaongaʻi. Ko hoʻo maʻu pe ʻa e ngaahi foʻi lea mahuʻinga totonu, te ke lava ʻo fakamuʻomuʻa hoʻo palani pea faʻu ha meʻa ʻoku fakataumuʻa ki he kau fakaʻaongaʻi ko ʻeni. ʻOku tokoni ʻa e fekumi ki he foʻi lea mahuʻinga ke fakaleleiʻi ʻa e tuʻunga ʻo hoʻo saiti ʻi he ngaahi misini kumi, ʻa ia ʻe fakaʻuli ai ʻi he ngaahi meʻalele ʻoku fakataumuʻa ki ai.

Kimuʻa pea kamata ha tuʻuaki, ʻOku mahuʻinga ʻa e fekumi ki he foʻi lea mahuʻinga. ʻI hono ʻiloʻi e ngaahi foʻi lea mahuʻinga mo e taumuʻa ʻo e fekumi, te ke lava ʻo palani ʻa e ngaahi tuʻuaki lelei taha ʻe lava ke fai. Lolotonga hono fili ʻo e ngaahi foʻi lea mahuʻinga mo e ngaahi kulupu tuʻuaki, fakakaukau ki hoʻo ngaahi taumuʻa mo hoʻo patiseti. Te ke lava ʻo fakangatangata hoʻo tokanga pea seivi e paʻanga ʻaki targeting ngaahi foʻi lea mahuʻinga pe. Manatuʻi, ʻOku ke fie maʻu ke fai ha fakafotunga tuʻuloa ki he kakai ʻoku nau fekumi malohi ki hoʻo koloa pe ngaue. ʻOku lelei taha ke fakaʻaongaʻi ha foʻi lea mahuʻinga ʻe taha pe lahi ange, Neongo.

ʻOku lahi ha ngaahi founga ke fai ai e fekumi ki he foʻi lea mahuʻinga. Ko e tefitoʻi taumuʻa ke toʻo ha fakakaukau pea ʻiloʻi ʻa e ngaahi foʻi lea mahuʻinga taha ʻe ala hoko. ʻOku fakahokohoko ʻa e ngaahi foʻi lea mahuʻinga ko ʻeni ʻi honau mahuʻinga mo e malava ke fakatupu ha ngaahi meʻalele. Ko hoʻo fai pe ʻeni, te ke lava ʻo hoko atu ki he sitepu hokó – meʻa ʻi he tohi ʻoku ne ʻomi ʻa e mahuʻinga ki he kau ʻaʻahi. ʻOku totonu ke ke tohi maʻu pe ʻo hange ko hoʻo fie maʻu ke tohi. He ko hono moʻoni, ʻOku ngalingali ʻe ʻi ai ha ngaahi fehuʻi tatau ki he niʻihi ʻoku ke fakataumuʻa ki ai.

Neongo ko e fekumi ki he foʻi lea mahuʻinga ki he ngaahi foʻi lea ko ha konga mahuʻinga ia ʻo ha faʻahinga founga fakamaketi, ko ha konga mahuʻinga foki ia ʻo ha ngaue lavameʻa. Kapau ʻoku ʻikai fakahoko totonu hoʻo fekumí, te ke iku ʻo fakamoleki ha paʻanga lahi ʻi he PPC pea mole ʻi he fakatau. Ka ʻoku toe mahuʻinga foki ke manatuʻi ʻoku fie maʻu ha taimi mo ha ngaue ki he fekumi ki he foʻi lea mahuʻinga. Kapau ʻe fakahoko totonu, te ke maʻu ha tuʻuaki tuʻuaki ʻe ola lelei!

Fekau

ʻOku ʻi ai ha ngaahi tokoni ʻe niʻihi ʻoku totonu ke ke manatuʻi ʻi he taimi ʻoku ke kole ai ki he ngaahi foʻi lea. Ko e ʻuluaki ke tauhi hoʻo patiseti ʻi he PS200 he mahina. Neongo ia, ʻe lava ke kehekehe ʻa e lahi ʻo e paʻanga ko ʻeni ʻo makatuʻunga ʻi hoʻo kuo fakamaʻalaʻala mo e lahi ʻo e uepisaiti ʻoku ke ʻamanaki fakamahina ki ai. Ko hoʻo fakapapauʻi pe hoʻo patiseti fakamahina, vahevahe ia ʻaki ha tolungofulu ke maʻu ha fakakaukau ki hoʻo patiseti fakaʻaho. Ko hoʻo fokotuʻu pe hoʻo patiseti fakaʻaho, ko e sitepu hono hoko ke fakakaukauʻi pe ko e ha e lahi ʻo e talamahuʻinga ʻi he ʻaho takitaha. ʻOku ngaue ʻa e founga kole ʻa e Google ʻaki hono tokangaʻi ʻa e mavae maʻolunga mo maʻulalo taha ʻo fakaʻaongaʻi ʻa e PC metric. Kapau ʻoku ʻikai ke ke fakapapauʻi ʻa e totongi totonu ki he lomiʻi ʻi hoʻo pisinisi, fakaʻaongaʻi ʻa e meʻangaue ki hono fakaha ʻo e ngaahi foʻi lea.

Neongo ʻe hange ʻa e kole ʻi he ngaahi foʻi lea ko ha fakakaukau lelei, ʻOku ʻi ai ha ngaahi palopalema lalahi ke feʻauʻauhi mo e ngaahi kautaha lalahi. Kapau ko ha kiʻi pisinisi siʻisiʻi koe, ʻOku ʻikai ke fuʻu lahi hoʻo patiseti tuʻuaki ʻo hange ko e taha ʻo ha kautaha fakafonua, ko ia ʻoua naʻa ke ʻamanaki te ke maʻu ʻa e patiseti tatau ke feʻauhi mo kinautolu. Tatau ai pe pe te ke lava ʻo talamahuʻinga maʻolunga, ho ngaahi faingamalie ke maʻu ha foki ki he ʻinivesimeni (ʻOKU OU) mei hoʻo ngaahi foʻi lea ʻoku maʻulalo.

Kapau ʻoku fakaʻaongaʻi ʻe hoʻo ngaahi feʻauʻauhi ho hingoa ʻi heʻenau ngaahi tuʻuaki, fakapapauʻi ʻoku ke fakaʻaongaʻi ha tatau kehe ʻo e tuʻuaki. Kapau ʻoku ke kole ki he ngaahi lea ʻa hoʻo tama feʻauhi, ʻOku ke tuʻu fakatuʻutamaki ke banned mei he Google. ʻOku faingofua pe ʻa e ʻuhinga: ʻe lava ke kole hoʻo ngaahi feʻauʻauhi ki hoʻo ngaahi lea, ʻa ia ʻe iku ki he maaka lelei mo e totongi ki he lomiʻi. ʻIkai ngata ai, Kapau ʻoku kole hoʻo tama feʻauhi ki hoʻo ngaahi lea, Mahalo te ke fakamoleki hoʻo paʻanga ʻi ha tatau ʻo e tuʻuaki ʻoku ʻikai haʻane kaunga ki ho hingoa.

Maaka lelei

Ko e maaka lelei ʻi he ngaahi foʻi lea ko ha meʻa mahuʻinga ia ʻi he taimi ʻoku hoko mai ai ke maʻu ʻa e tuʻunga lelei taha ki hoʻo adverts. ʻOku mahuʻinga ke vakaiʻi ho maaka lelei pea liliu hoʻo ngaahi tuʻuaki ʻo fakatatau ki ai. Kapau ʻokú ke fakatokangaʻi ʻoku fuʻu māʻulalo hoʻo FKT, pea ʻoku totonu leva ke ke kiʻi taʻofi hoʻo adverts pea liliu ʻa e ngaahi foʻi lea mahuʻinga ki ha meʻa kehe. ʻE fakahaaʻi ʻe hoʻo maaka lelei hoʻo ngaahi ngaue ʻi ha vahaʻataimi, ko ia ʻoku totonu ke ke fai ʻa e meʻa kotoa pe te ke lava ke fakalahi ia. Neongo ia, Ko e maaka lelei ʻi he ngaahi foʻi lea ʻoku ʻikai ko ha saienisi. ʻE toki lava pe ke fakafuofuaʻi totonu ʻi he taimi ʻoku ke maʻu ai ha ngaahi meʻalele mo ha fakamatala feʻunga ke fakapapauʻi ʻa e maaka lelei ʻoku totonu ke.

ʻOku fakapapauʻi ʻa e maaka lelei ʻi he ngaahi foʻi lea ʻoku ʻi ai ha meʻa ʻe tolu: ʻa e lomiʻi ʻi he vave, ngaue tuʻuaki, mo e lavameʻa ʻi he tuʻuaki. ʻOku fekauʻaki hangatonu ʻa e vave ʻo e lomiʻi mo ho maaka lelei, ko ia ʻe lava ʻe hono fakaleleiʻi ho maaka lelei ʻo fakaleleiʻi e ngaue hoʻo tuʻuaki. ʻE maumauʻi ʻe he ngaahi tuʻuaki ʻoku ʻikai lelei hoʻo patiseti pea ʻikai ʻaonga ki hoʻo kau fanongo. Ko e maaka lelei maʻolunga ko e fakavaʻe ia ʻo ha ngaue ʻoku ola lelei.

ʻE lava ke fuʻu lahi ʻa e ngaahi kulupu foʻi lea mahuʻinga ki hoʻo tuʻuaki, fakatupu ke tukunoaʻi ia ʻe he kau ʻaʻahi. Fakaʻaongaʻi ha ngaahi foʻi lea mahuʻinga lahi ange ki hoʻo tuʻuaki ngaue. ʻE ʻuhinga ʻa e maaka lelei ange ʻe maʻu ʻe hoʻo ngaahi tuʻuaki ha tokanga lahi ange pea toe mahuʻinga ange ki he taumuʻa ʻo e fekumi ʻa e haʻofanga. ʻIkai ngata ai, fakakaukau ke fakaʻaongaʻi e ngaahi peesi ʻo e vaka mo e ngaahi fakatata ʻo e kakai matuʻotuʻa ange. ʻOku mahuʻinga ʻa e siviʻi, pea ʻe tokoni hono faʻu ʻo ha ngaahi kehekehe ʻo e tuʻuaki ke lahi ange hoʻo aʻusia ʻi he peesi.

Ke fakaleleiʻi ho maaka lelei, kuo pau ke ke faʻu ha fakatahaʻi lelei ʻo e ngaahi foʻi lea mo e ngaahi tuʻuaki. Ko e ngaahi foʻi lea mahuʻinga ʻoku ʻikai ke fakahoko lelei kuo pau ke ʻave ia ki ha peesi ʻo e to lelei pe ʻe fakasiʻisiʻia. ʻI hono fai ʻeni, te ke lava ʻo fakaleleiʻi ho maaka lelei pea maʻu ha totongi maʻulalo ange ʻi he lomiʻi (FPC).

Toe fakataueleʻi

Mahalo te ke maheni mo e ngaahi meʻa ʻoku malava ʻe he Google retargeting, ka ʻoku ʻikai ke ne fakapapauʻi pe ko e ha e meʻa ʻoku. ʻOku fakaʻata koe ʻe he ngaahi foʻi lea retargeting ke ke aʻu ki he kau fakaʻaongaʻi ʻi he ngaahi uepisaiti kehe mo e platforms. ʻOku ne fakaʻata foki koe ke ke fokotuʻu ha ngaahi lao ki he tokotaha ʻoku ke tanaki ki hoʻo kau fanongo. Fai ʻe segmenting kau ʻaʻahi ki hoʻo saiti, te ke lava ʻo ʻohofi hoʻo ngaahi ngaue remarketing. Ko e lahi ange hoʻo lava ʻo fai pe ko hai ʻoku sio ki hoʻo ngaahi tuʻuaki, Ko e lahi ange hoʻo retargeting ʻe.

ʻOku lahi e ngaahi lelei ke retargeting ʻaki e ngaahi foʻi lea, pea ko e taha ʻo e ngaahi ola lelei taha ko e malava ko ia ke fakahaaʻi e ngaahi tuʻuaki ʻa e kakai ʻo makatuʻunga ʻi heʻenau ʻekitiviti kimuʻa he ʻInitaneti. Makehe mei hono fakaʻaliʻali hoʻo tuʻuaki ʻo makatuʻunga ʻi he koloa ne nau toki sio ki ai, ʻE lava foki ke fakaʻaliʻali ʻe he Google ngaahi tuʻuaki ʻa e ngaahi tuʻuaki kiate kinautolu naʻa nau mavahe mei heʻenau kato fakatau pe fakamoleki ha taimi lahi ke mamataʻi ai hoʻo koloa. Neongo ia, ʻOku mahuʻinga ke fakatokangaʻi ko e retargeting mo e ngaahi foʻi lea ʻoku ʻikai maʻa e kau kamata foʻou. ʻE lava ke hoko ia ko ha fili lelei ki he ngaahi pisinisi ʻoku ʻi ai ʻenau patiseti iki.

ʻE lava ke hoko ʻa e Retargeting mo e ngaahi foʻi lea ko ha founga lelei ke fakakau ai ʻa e kau kasitoma lolotonga pea pehe ki hono kumi ha niʻihi foʻou. ʻOku fakaʻata koe ʻe he Google ngaahi foʻi lea ke ke fokotuʻu ha ngaahi fakaʻilonga script ʻi hoʻo uepisaiti, fakapapauʻi ko e kakai ko ia kuo nau ʻaʻahi ki hoʻo saiti kimuʻa, te nau toe sio ki hoʻo ngaahi tuʻuaki. ʻE lava foki ke fakaʻaongaʻi ʻa e Retargeting mo e ngaahi foʻi lea ʻi he ngaahi saiti mitia fakasosiale, hange ko e Facebook. ʻE lava ke ʻaonga ʻaupito ke aʻu ki he kau fakatau foʻou mo fakatupulaki e fakatau. Neongo ia, ʻOku mahuʻinga ke fakatokangaʻi ʻoku tapui ʻe he tuʻutuʻuni ʻa e Google ʻa hono fakaʻaongaʻi ʻo e fakamatala fakatautaha ke fakataumuʻa ki he tuʻuaki.

Ko e Retargeting mo e ngaahi tuʻuaki ko ha founga lelei ia ke fakataumuʻa ai e kau fakatau hili ʻenau mavahe mei hoʻo saiti. ʻI hono muimuiʻi e cookies ʻa e kau ʻaʻahi ko ʻeni, ʻe fakaʻaliʻali ʻe hoʻo tuʻuaki ʻa e tuʻuaki tatau ki he kakai ko ia kuo nau ʻaʻahi ki muʻa ki hoʻo saiti. ʻI he founga ni, te ke lava ʻo ʻai hoʻo ngaahi tuʻuaki ki he koloa naʻe toki ʻaʻahi kimui ni mai. ʻOku toe mahuʻinga foki ke fakaʻaongaʻi ha pixel ke faʻu ʻaki ha ngaahi tuʻuaki ʻoku fakataumuʻa ki ai ʻo makatuʻunga ʻi he fakamatala ʻoku ʻomi ʻe he cookie ʻa e Google ngaahi tuʻuaki.

Kapau ko hoʻo kamata pe ʻi hoʻo ʻakauni ʻa e ngaahi foʻi lea, mahalo kuo ke fifili pe te ke fokotuʻutuʻu fefe ia. ʻOku ʻi ai ha ngaahi founga ʻe niʻihi ke fakahoko ai ʻeni. Lau ke ʻiloʻi e founga ke fokotuʻutuʻu ai hoʻo ʻakauni ʻo e ngaahi lea ke feʻunga taha mo hoʻo ngaahi fie maʻu. ʻI he fakamatala ko ʻení, te tau ʻalu atu ʻi he CPA fekau mo e FPM. Te mau toe ʻufiʻufiʻi foki e founga ke fokotuʻu ai hoʻo ʻakauni ke fakapapauʻi ʻoku ke maximizing hono ngaahi lelei.

Totongi-ki he-lomiʻi (PPC) tuʻuaki

Neongo ʻe ngali faingofua ʻa e totongi-ki he-lomiʻi ʻi he ngaahi foʻi lea ʻi he fukahi tahi, ʻOku lahi ha ngaahi meʻa ke fakakaukauʻi. ʻOku fakahaaʻi ʻe he FKT māʻolungá ʻoku ʻaonga mo ʻaonga hoʻo tuʻuakí. ʻOku ʻuhinga ʻa e FKT maʻulalo ki ha taha ʻoku lomiʻi ʻi hoʻo tuʻuaki, ʻa ia ko e ʻuhinga ia ʻoku saiʻia ai ʻa e Google ʻi he ngaahi tuʻuaki ʻaki ha FKT maʻolunga. Meʻamalie, ʻoku ʻi ai ha meʻa ʻe ua te ke lava ʻo mapuleʻi ke fakalahi hoʻo FKT.

ʻOku fakaʻaongaʻi ʻe he PPC tuʻuaki ʻa e ngaahi foʻi lea mahuʻinga ke fakafehokotaki ʻaki e ngaahi pisinisi mo e consumers kuo fakataumuʻ. ʻOku fakaʻaongaʻi ʻa e ngaahi foʻi lea mahuʻinga ko ʻeni ʻe he ngaahi netiueka tuʻuaki mo e ngaahi misini kumi ke fili ʻa e ngaahi tuʻuaki ʻoku fekauʻaki mo e taumuʻa mo e ngaahi meʻa ʻoku manako ai ʻa e koloa. Ke fai ʻa e lelei taha mei hoʻo ngaahi tuʻuaki, fili ʻa e ngaahi foʻi lea mahuʻinga ʻoku lea ki he kakai ʻoku fakataumuʻa ki ai. Manatuʻi ʻoku ʻikai fekumi maʻu pē ʻa e kakaí ki he meʻa tatau, ko ia, fakapapauʻi ke fili ʻa e ngaahi foʻi lea mahuʻinga ʻoku ne fakahaaʻi ʻeni. ʻIkai ngata ai, te ke lava foki ʻo fakafeʻungaʻi hoʻo ngaahi tuʻuaki ʻaki targeting kau fakaʻaongaʻi ʻo makatuʻunga ʻi he feituʻu ʻoku nau ʻi ai, meʻangaue, mo e taimi ʻo e ʻahó.

Ko e taumuʻa ʻo e totongi-ki he-lomiʻi ʻi he tuʻuaki ke fakatupu ha ului. ʻOku mahuʻinga ke siviʻi e ngaahi foʻi lea mo e ngaahi tuʻuaki kehekehe ke fakapapauʻi pe ko e fe ʻe ola lelei taha. Ko ha founga lelei ʻa e totongi-ki he-lomiʻi ʻi he tuʻuaki ke siviʻi ha kakai kehekehe ʻoku ʻi ai ha fanga kiʻi ʻinivesimeni iiki, kae ʻoua kuo ke lava ʻo sio pe ko e fe ʻoku fakahoko lelei. Te ke lava ʻo taʻofi hoʻo ngaahi tuʻuaki kapau ʻoku ʻikai ke nau fakahoko ʻo hange ko e fie maʻu. ʻE lava foki ke tokoni ʻeni ke ke sio pe ko e fe ʻa e ngaahi foʻi lea mahuʻinga ʻoku ʻaonga taha ki hoʻo pisinisi.

Ko e founga ʻe taha ke fakatupulaki ai hoʻo ngaue PPC ko e lahi ange hoʻo peesi to. Ko hoʻo peesi ʻuluaki ko e peesi ia ʻoku ʻaʻahi ki ai hoʻo kau fanongo hili hoʻo lomiʻi ʻi hoʻo tuʻuaki. ʻE hanga ʻe ha peesi lelei ʻo fakaului ʻa e kau ʻaʻahi ki he kau fakatau pe fakalahi ʻa e vave ʻo e ului. Ko hono aofangatuku, ʻOku ke fie sio ki ha tuʻunga maʻolunga ʻo e ului. ʻI he taimi ʻoku ke fakaʻaongaʻi ai e founga ko ʻeni, manatuʻi te ke maʻu pe ha paʻanga kapau te ke sio ki ha tuʻunga maʻolunga ʻo e ului.

ʻOku faʻa fakapapauʻi ʻa e ngaahi tuʻuaki ʻo e PPC ʻi ha talamahuʻinga pe fakavaʻe ʻoku lafalafa. ʻOku totongi ʻe he advertiser ʻa e tokotaha faipulusi ʻi he taimi kotoa pe ʻoku lomiʻi ai ʻenau tuʻuaki ʻi he. Publishers faʻa tauhi ha lisi ʻo e PPC. ʻOku mahuʻinga ke fakatau takai ʻi he totongi maʻulalo taha, ʻa ia ʻe lava ke aleaʻi he taimi ʻe niʻihi. Makehe mei he aleá, ʻe faʻa iku ʻa e ngaahi aleapau ki he tuʻunga ʻulungaanga mahuʻinga pe taimi loloa ʻi ha tuʻunga maʻulalo ange.

Kapau ʻoku ke foʻou ki PPC tuʻuaki ʻi he ngaahi foʻi lea tuʻuaki, ʻOku mahuʻinga ke manatuʻi ʻoku mahuʻinga ʻa e tuʻunga lelei hoʻo ngaue. ʻOku foaki ʻe he Google ʻa e tuʻuaki lelei taha ngaue mo e fakamole maʻulalo taha ki he ngaahi pisinisi ʻoku nau ʻomi ha aʻusia lelei ʻaupito. ʻOku toe fakafuofuaʻi foki ʻa e ola lelei hoʻo tuʻuaki ʻaki haʻo lomiʻi ʻi he vave. Te ke fie maʻu ha fakavaʻe fefeka kimuʻa pea ke toki kamata tokangaʻi hoʻo ʻakauni PPC. Te ke lava ʻo ako lahi ange fekauʻaki mo PPC tuʻuaki ʻi he ʻUnivesiti PPC.

Ko ha fakakaukau lelei hono fakaʻaongaʻi ʻo e ngaahi founga tokangaʻi ʻo e talamahuʻinga kapau ʻoku ke fie maʻu ke ola lelei mo e meʻafua. ʻE lava ʻe he faʻahinga founga pehee ʻo tokangaʻi ha ngaahi PPC ʻe laui miliona maʻau pea lahi ange hoʻo ngaahi tuʻuaki ke maʻu ʻa e foki maʻolunga taha ʻe lava. ʻOku faʻa haʻi kinautolu ki he uepisaiti ʻa e advertiser, pea fafanga ʻa e ngaahi ola ʻo e lomiʻi takitaha ʻi mui ki he polokalama. ʻI he founga ni, te ke fakapapauʻi ʻoku fakatokangaʻi hoʻo tuʻuaki ʻe he kau kasitoma lelei taha ʻe ala hoko.

Totongi-ki he-fakaʻofoʻofa (FPM) fekau

Ko e vCPM (vakaiʻi ʻa e FPM) Ko e fili ki he talamahuʻinga ko ha founga lelei ia ke fakatupulaki ai e faingamalie ʻo hoʻo tuʻuaki. ʻOku fakaʻata koe ʻe he ʻatakai ko ʻeni ke ke fokotuʻu ʻa e talamahuʻinga maʻolunga taha ki he ngaahi ongo tuʻuaki ʻe lauiafe. ʻI hoʻo fili ke fakaʻaongaʻi e feituʻu ko ʻeni, ʻE toki tokangaʻi pe koe ʻe he Google ngaahi foʻi lea ʻi he taimi ʻoku huluʻi ai hoʻo tuʻuaki ʻi ʻolunga ʻi he tuʻuaki maʻolunga taha hono hoko. Mo e vCPM fekau, ʻOku maʻu maʻu pe ʻe he ngaahi tuʻuaki ʻo e text ʻa e feituʻu tuʻuaki kotoa, ko ia ʻoku ngalingali ʻe mamata ki ai.

ʻI he taimi ʻoku fakafehoanaki ai ʻa e ongo faʻahinga tuʻuaki, ʻOku faʻa hoko ʻa e kole ʻa e FPM ko e fili lelei taha ia ki he ngaahi tuʻuaki ʻo e ʻilo. ʻOku nofotaha ʻa e faʻahinga tuʻuaki ko ʻeni ʻi he totongi ʻi he ngaahi ongo. Te ke totongi ʻa e ngaahi ongo ʻe lauiafe kotoa pe, ka te ke lava ʻo maʻu ʻa e lomi noa. Koeʻuhi ʻoku makatuʻunga ʻa e kulupu fengaueʻaki ʻi he totongi, ʻE faʻa maʻolunga ʻa e ngaahi tuʻuaki ʻo e FPM ʻo ʻikai lomiʻi ʻi he. ʻOku fekau ʻe he PC, ʻi he tafaʻaki ʻe, ʻoku makatuʻunga ʻi he kaunga mo e FKT.

Ko e founga ʻe taha ke fakatupulaki ai hoʻo FPM ko hono ʻai ke toe fakataumuʻa ange hoʻo ngaahi tuʻuaki. ʻOku hoko ʻa e kole ʻa e FPM ko ha founga fakalakalaka ange ia ʻo e fekau. ʻOku fie maʻu ʻe he FPM ʻa e muimuiʻi ʻo e ului. ʻI hono fakalahi ʻo e FPM, ʻOku fie maʻu ke ke ʻoatu ʻa e Google mo e fakamatala ke sio pe ko e kau ʻaʻahi ʻe toko fiha ʻoku ului ki ha fakatau pe ko ha fakamoʻoni hingoa. ʻI hono fakaʻaongaʻi e founga ko ʻeni, te ke lava ʻo fakataumuʻa lelei ange ki hoʻo maketi pea toe lahi ange hoʻo ROI.

Ko hono fakalahi ʻo e PC ko ha fili ia ʻi he Google Adwords. ʻOku fie maʻu ʻe he PC ʻa e PC ʻa e foʻi lea ko e kole ki he tohi lesoni ka ʻoku ne fakaʻata ʻa e Google ke liliu ʻa e talamahuʻinga ʻo makatuʻunga ʻi he malava ke ului. ʻOku ne fakaʻata ʻa e Google ke liliu ʻa e talamahuʻinga ʻo aʻu ki 30% ʻi he ongo tafaʻakí, pea ʻoku ne ʻai foki ʻa e ʻavalisi ʻo e PC ke maʻulalo ange ʻi hoʻo talamahuʻinga. Ko e faingamalie ʻo e ECPC ko hoʻo lava ʻo fakaleleiʻi hoʻo tuʻuaki targeting mo e patiseti.

Ko ha fili lelei ʻa e FPM ki hono fakatupulaki hoʻo lomiʻi ʻi he vave mo tauhi hoʻo patiseti fakaʻaho ʻi hoʻo patiseti. Neongo ia, ʻOku mahuʻinga ke manatuʻi ʻoku ʻikai ko e meʻa pe ʻoku optimizing hoʻo ngaue. ʻOku totonu foki ke ke feinga ke lahi ange ʻa e feinga ke fakaului ʻaki haʻo fakaʻaongaʻi ʻa e ngaahi taumuʻa CPA (totongi-ki he-ngaue) pe FPC (totongi-ki he-ngaue).

ʻOku ʻoatu ʻe he tohi lesoni ʻa e PC ʻoku ne puleʻi kakato hoʻo mavae pea ko ha kamataʻanga lelei ia kapau ʻoku ke foʻou ki he Google ngaahi foʻi lea. ʻOku ne toe ʻoatu foki ha tuʻunga ʻo e mapuleʻi he ʻikai te ke maʻu ʻi he ngaahi founga kole fakakomipiuta. ʻOku hanga ʻe he tohi lesoni ʻa e PC ʻo ʻai ke ke liliu hoʻo mavae ʻi ha taimi pe ʻoku ke fie maʻu ai, ʻikai algorithms puleʻi hoʻo fili. Te ke toe sio foki ki ha throughs lahi ange kapau te ke fakaleleiʻi ʻa e tuʻunga lelei ʻo hoʻo ngaahi foʻi lea mo e ngaahi tuʻuaki.

Fakaʻosí, Ko e meʻa lelei taha ke fai ʻe he PC ʻi he Google Adwords kapau ʻoku ke fie maʻu ke takiekina hoʻo paʻanga hu mai. ʻOku lau ʻoku mahuʻinga ange ʻa e ngaahi foʻi lea mahuʻinga ʻi he ngaahi fehuʻi nounou, ko ia ʻoku nau maʻamaʻa ange ke fakataumuʻa. ʻOku ʻikai te ke fie lea ʻo lahi ange ʻi he meʻa ʻoku fie maʻu ke ke, ka ʻoku mahuʻinga ia kapau te ke maʻu ha kau fakatau tokolahi ange. ʻOku fuʻu maʻulalo ʻaupito ʻa e FPCs ʻi he Google M, ko ia mahalo te ke lava ʻo maʻu ha foki lelei ki hoʻo patiseti.

Totongi-ki he-maʻu (CPA) fekau

Ko e CPA ko ha meʻafua ia ʻo e fakamole ki hono maʻu, pe mahuʻinga ʻo e moʻui ʻa e kasitoma, pea ʻe lava ke fakaʻaongaʻi ia ke fakapapauʻi ʻaki e ola lelei ʻo ha tuʻuaki fakaʻilekitulonika. ʻOku kau ʻi he ngaahi fakaʻaongaʻi kehe ʻo e CPA ʻa hono fakafuofuaʻi ʻo e ongoongo signups, download ʻo e tohi ʻi-tohi, mo e ngaahi kalasi ʻi he ʻInitanetí. ʻI heʻene hoko ko ha metric fakalukufua, ʻOku ʻai ʻe he CPA ke ke lava ʻo fakafehokotaki ʻa e ului hono ua ki he Palaimeli. ʻI hono fakafehoanaki ki he PC ʻa e PC, feituʻu ʻoku ke totongi ai ʻa e lomiʻi kotoa pe, ʻOku fie maʻu ʻe CPA fekau ke ke totongi ha ului pe ʻe taha, fakasiʻisiʻi ai e fakamole ki he ngaue.

Neongo ʻoku ola lelei ange ʻa e kole CPA ʻi he FPC, ʻOku totonu ke ke fakakaukau ki he e kau palofesinale mo e e kovi ʻo e ongo. Ko e CPA ko ha founga lelei ia ke mapuleʻi ʻaki e fakamole ʻo e ului lolotonga ʻoku kei fakaʻata pe ha paʻanga hu mai mo ha tuʻuaki. ʻE lava ke maʻu ʻe he tohi lesoni ʻa hono ngaahi palopalema, hange ko e faingataʻa ke fakahoko, fakangatangata hoʻo mapuleʻi, pea ʻikai lava ke fakapalanisi ʻa e ongo fakakaukau ʻo e paʻanga hu mai mo e ului.

Neongo ʻe ala tokoni ha taumuʻa maʻolunga CPA ke fakatupulaki hoʻo CPA, kuo pau ke ke ʻiloʻi ʻe lava ʻe he mavae houtamaki ʻo uesia hoʻo ʻakauni ʻaki haʻo fakatupu ia ki he moʻui fakafalala pe kiate kita. ʻE lava ke iku ʻeni ki ha 30% holoa ʻi he paʻanga hu mai. ʻOku ʻikai ʻuhinga ʻa e CPA maʻolunga ange ʻoku totonu ke ke fakamoleki ha meʻa lahi ange ʻi hoʻo patiseti. Ka, lahi ange hoʻo meʻa ʻi loto ke fakatupulaki e ului pea tuku hifo hoʻo CPA.

Makehe mei he ngaahi lelei ʻo e CPA fekau, ʻOku malava foki ke talamahuʻinga ʻi he Facebook. ʻOku ʻi ai ha fili ʻa e Facebook ke fakatahaʻi ʻa e founga ko ʻeni mo e targeting fakalakalaka ke fakataumuʻa ki ha kakai pau. Ko e Facebook ko ha founga lelei ia ke fakafuofuaʻi ʻaki e ola lelei hoʻo ngaue, pea te ke toki totongi pe kapau te ke maʻu ha ului. Fakaʻaongaʻi ʻo e fakamole-ki he-maʻu (CPA) ʻe lava ke tokoni atu ʻa e kole ʻi he Google Adwords ke holoki hoʻo fakamole ke maʻu ʻe ha tafaʻaki mahuʻinga.

Kapau ʻoku ʻikai fakatau atu ʻe hoʻo pisinisi ʻa e ngaahi koloa fakatuʻasino, te ke lava ʻo fikaʻi ʻa e CPA ʻo makatuʻunga ʻi he ngaahi fika fakasitetisitika kehe, hange ko e taki ʻoku maʻu, fakaʻaliʻali signups, mo e tuʻuaki. Te ke lava ʻo fikaʻi ʻa e CPA ʻaki faʻufaʻu ʻa e ʻavalisi ʻo e CPA ki he maaka lelei. ʻOku fakahaaʻi ʻe he CPAs maʻolunga ange ʻa e maʻulalo ange ʻoku ou, ko ia ʻoku mahuʻinga ke lahi ange ʻa e CPA mo e maaka lelei fakatouʻosi. Ka ʻo kapau ʻoku ʻi lalo ho maaka lelei ʻi he ʻavalisi, ʻOku ngalingali te ke fakatupulaki hoʻo CPA ʻi hono fakafehoanaki ki he ngaahi feʻauʻauhi pea te ne fakamamahiʻi hoʻo ngaahi meʻa fakalukufua.

ʻE maʻu ʻe he ngaahi tuʻuaki ʻoku ʻi ai ha maaka lelei maʻolunga ange muimuitaha fakahokohoko mo maʻulalo ange CPA. ʻE fakalotosiʻiʻi ʻe he meʻa ni ʻa e advertisers kovi mei he tuʻuaki ʻo e ngaahi meʻa ʻoku kovi. Neongo ʻe tohoakiʻi maʻu pe ʻe he ngaahi tuʻuaki lelei maʻolunga ha lomi lahi ange, ko e advertisers ko ia ʻoku ʻi ai haʻanau CPA maʻulalo, te nau lava pe ʻo maʻu ha ngaahi tuʻunga tuʻuaki maʻolunga ʻaki haʻanau kole ha paʻanga totuʻa. Kuo pau ke nau nofo ʻi ha muimuitaha fakahokohoko maʻulalo ange.

Neongo ʻoku ʻikai ko e founga lelei taha ke fakalahi ʻaki hoʻo fakamaketi ʻi he Google Mʻoku ʻikai ko e founga lelei taha ia ke fakalahi ʻaki hoʻo fakamaketi, te ne ʻomi ha tuʻunga maʻolunga ange ʻi he ngaahi tuʻuaki lelei. ʻI hono fakaleleiʻi e maaka lelei, te ke lava ʻo fakaleleiʻi CPA. ʻI he founga ni, he ʻikai ke maʻolunga tatau hoʻo tuʻuaki mo e meʻa ʻe lava ke. Ko ia, ʻi he taimi te ke fekau ai, fakapapauʻi ʻoku ke optimizing ki he fakaului kae ʻikai ko e totongi.

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.

Ngaahi Totongí

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.

Ngaahi fotunga

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.

targeting fakasiokalafi

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.

Ngaahi foʻi lea mahuʻinga mo e tohi fekumi maʻolunga

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.

Sipinga ʻo e fekau

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.

ʻOku makatuʻunga e ola lelei hoʻo pisinisi ʻi he ʻInitaneti ʻi hoʻo fakamaketi mo e fakamaʻu ʻa e kasitoma. ʻOku totonu ke ke ʻilo e founga hono fakaʻaongaʻi ʻo e PPC platforms hange ko e ngaahi foʻi lea ke fakalahi hoʻo fakafetuʻutaki mo e fakamaʻu ʻo e kasitoma. Lau ke ako fekauʻaki mo e ngaahi tafaʻaki mahuʻinga ko ʻeni. ʻOku ʻikai ʻaupito ke fuʻu pongipongia ke kamata fakaʻaongaʻi ʻa e PPC platforms, kau ai ʻa e ngaahi foʻi lea ko e M. Ko ha ngaahi tokoni mahuʻinga ʻeni mo ha ngaahi fakaʻaliʻali ke ke kamata ai:

Fekumi ki he foʻi lea mahuʻinga

Ko e taha ʻo e ngaahi ʻuluaki sitepu ki hono faʻu ʻo ha ngaue ʻoku ola lelei ko hono fai ʻo e fekumi ki he foʻi lea totonu. ʻE lava ke tokoni atu hono fakaʻaongaʻi ʻo e Google foʻi lea ko e tohi palani ke ke fakapapauʻi ʻa e lahi ʻo e ngaahi fekumi ki he ngaahi foʻi lea mahuʻinga ʻoku ke fakakaukau ki ai, ko e ha hono lahi ʻo e fakamole ki he foʻi lea takitaha, pea aʻu ʻo ne fokotuʻu mai ha ngaahi foʻi lea mo ha ngaahi kupuʻi lea kehe ke fakaʻaongaʻi. ʻI he taimi ʻoku fakahoko totonu aí, ʻe tokoni atu ʻa e fakatotolo ko ʻeni ke ke faʻu ha tuʻuaki ʻoku fakataumuʻa ki he maketi ʻoku fakataumuʻa ki ai. Manatuʻi ko e lahi ange hoʻo fekumi ki he foʻi lea mahuʻinga ko e, Ko e lahi ange hoʻo ngaahi tuʻuaki ʻe.

Ko e taha ʻo e ngaahi founga manakoa mo lelei taha ke kamata fekumi ai ki he ngaahi foʻi lea mahuʻinga ko hono fakaʻaongaʻi ʻo e Google foʻi lea ko e tohi palani. ʻOku fakahaaʻi ʻe he meʻangaue ko ʻeni ʻa e ngaahi tohi fekumi ki he ngaahi foʻi lea mahuʻinga ʻi he mahina. Kapau ʻoku maʻolunga hoʻo ngaahi foʻi lea ʻi he faʻahitaʻu mafana, ʻOku totonu ke ke fakataumuʻa kinautolu ʻi he taimi ko ia. Ko e founga ʻe taha ʻo e fekumi ki he foʻi lea mahuʻinga ko hono fakaʻaongaʻi e ngaahi meʻangaue hange ko e Google ngaahi foʻi lea’ tufunga tuʻuaki ke maʻu ha ngaahi foʻi lea mahuʻinga ʻoku fekauʻaki mo ia. Ko hoʻo holoki pe hoʻo lisi ʻo e ngaahi foʻi lea mahuʻinga, ʻe lava ke ke kamata fokotuʻutuʻu e meʻa ʻi lotó ʻo makatuʻunga ʻi he ngaahi fekumi ko iá.

Lolotonga hono fakahoko hoʻo fekumi ki he foʻi lea mahuʻinga, ʻOku totonu ke ke fakakaukauʻi ʻa e meʻa ʻoku ke fie maʻu ke fakahoko ʻe hoʻo uepisaiti. ʻI he founga ni, te ke ʻiloʻi lelei ʻa e meʻa ʻoku fakataumuʻa ki ai hoʻo kau fanongo. ʻOku totonu foki ke ke fakakaukauʻi ʻenau taumuʻa fekumí – ʻOku nau fakamatala, Maʻuʻanga Fakamatala, pe transactional? Ko hono fakaʻaongaʻi ʻo e Google tohi palani mahuʻinga, te ke lava ʻo maʻu ha fakakaukau ki he ngaahi foʻi lea manakoa ki hoʻo kuo fakamaʻalaʻala. ʻOku totonu foki ke ke vakaiʻi pe ʻoku fekauʻaki ʻa e ngaahi foʻi lea mahuʻinga ko ʻeni mo hoʻo uepisaiti. ʻE hanga ʻe hono fakaʻaongaʻi ʻo e ngaahi foʻi lea mahuʻinga ʻi he tuʻunga totonu ʻo fakapapauʻi ʻoku fakatokangaʻi hoʻo ngaahi tuʻuaki ʻe he kakai totonu.

Ke faʻu ha founga lelei ʻo e foʻi lea mahuʻinga, ʻOku totonu foki ke ke fekumi ki hoʻo ngaahi feʻauʻauhi’ ngaahi uepisaití. Ko hoʻo ngaahi feʻauʻauhi’ ʻe lava ke kau ʻi he ngaahi uepisaiti ʻa e ngaahi meʻa ʻoku ʻikai fekauʻaki mo hoʻo koloa pe ngaue ʻo hange pe ko hoʻo. Ko hono fakaʻaongaʻi ʻo e foʻi lea mahuʻinga ʻa e Google, te ke lava ʻo ʻiloʻi pe ko e fe ʻa e ngaahi foʻi lea mahuʻinga ʻoku ne ʻave ʻa e ngaahi meʻalele lahi taha ki hoʻo ngaahi feʻauʻauhi. Te ke lava leva ʻo fakaʻaongaʻi ʻa e fakamatala ko ʻeni ke faʻu ʻaki ha founga feʻauʻauhi. ʻI he founga ni, te ke lava ʻo fakaʻaongaʻi ʻa e founga ko ʻeni ke fakaleleiʻi ʻaki hoʻo uepisaiti ʻi he Google.

Maaka lelei

Ko e maaka lelei ki he ngaahi foʻi lea ko e taha ia ʻo e ngaahi meʻa mahuʻinga taha ke ʻai hoʻo ngaahi tuʻuaki ke toe mahuʻinga ange. Ngaahi Talamuʻaki’ ʻOku fakapapauʻi ʻa e maaka lelei ʻe ha seti algorithms ʻoku faitatau mo e tuʻunga ʻoku ʻi ai algorithms. Ko e maʻolunga ange ho maaka lelei, Ko e lahi ange hoʻo ngaahi tuʻuaki ʻe fai ia ki hoʻo kau fanongo pea aʻu ki he vave hoʻo ului. Ko ha ngaahi founga ʻeni ke fakaleleiʻi ʻaki ho maaka tuʻuaki. Te tau aleaʻi ha niʻihi ʻo e ngaahi meʻa angamaheni taha ʻoku ne takiekina e maaka lelei hoʻo tuʻuaki.

Ko ha founga lelei ke fakatupulaki ai ho maaka lelei ko hono vakaiʻi e vave ʻo e ului ʻi hoʻo ngaahi tuʻuaki. Tokanga ʻaupito ki ho maaka lelei pea toʻo ʻa e ngaahi adverts ko ia ʻaki ha FKT maʻulalo. Feinga ke liliu hoʻo ʻuluʻi fakamatala ke fakalahi ʻa e vave ʻo e ului ʻi hoʻo ngaahi tuʻuaki. Pea, ʻahiʻahiʻi ha tuʻuaki tuʻuaki foʻou mo ha tatau kehe ʻo e tuʻuaki. ʻE hanga ʻe he meʻa ni ʻo fakatupulaki ho maaka lelei. Ke fakaleleiʻi e vave hoʻo uluí, tokanga taha ki hono fakaleleiʻi ʻo e ngaahi konga ko ʻeni ʻe tolú:

ʻE lava ʻe ha maaka lelei maʻulalo ʻo hiki hake hoʻo fakamole ki he lomiʻi ʻi he (FPC). ʻE lava ke kehekehe ia ʻo makatuʻunga ʻi he ngaahi foʻi lea mahuʻinga ʻoku ke fakataumuʻa ki ai, ka ʻe lava ʻe ha maaka lelei maʻolunga ʻo holoki hoʻo PC. Ke faitotonu, ʻe lava pe ke faingataʻa ke mamata ki he ola ʻo e maaka lelei, ka ʻe mahino ia ʻi ha vahaʻataimi. ʻOku lahi mo ha ngaahi lelei kehe ki ha maaka lelei maʻolunga. Manatuʻi ʻoku fakakatoa ʻa e ngaahi lelei ko ʻeni ʻi ha vahaʻataimi. ʻOku ʻikai totonu ke ke feinga ke fai ha liliu ʻe taha ʻi he po kakato – ʻe langa hake ʻa e ola ʻi ha vahaʻataimi.

ʻE hanga ʻe he maaka lelei taha ʻo fakaleleiʻi hoʻo tuʻuaki ʻi he ngaahi ola ʻo e fekumi. ʻOku fakapaleʻi ʻe he Google advertisers ʻa ia ʻoku nau lava ʻo faʻu ha ngaahi tuʻuaki lelei. Pea ʻe lava ʻe ha tuʻuaki lelei ʻo uesia hoʻo pisinisi. Kapau ʻoku ʻi ai haʻo patiseti ke fai e ngaahi liliu ko ʻení, fakakaukau ke fakangaueʻi ha tokotaha faʻu tohi tuʻuaki. ʻE ola lelei ange hoʻo ngaue pea ʻaonga kapau ʻoku maʻolunga ho maaka lelei. Ko ia, fakatokangaʻi ange: ʻOku ʻikai ko ha meʻa ke toʻo maʻamaʻa ʻa e maaka lelei.

FPC

Ko e totongi ki he lomiʻi ʻi he (FPC) ʻo ha tuʻuaki ʻo ha ngaahi foʻi lea ʻoku kehekehe ʻo makatuʻunga ʻi ha ngaahi meʻa lahi. ʻOku hanga ʻe he foʻi lea mahuʻinga mo e faʻa ngaue ʻoku ke targeting ʻo fakapapauʻi ʻa e PC. ʻOku fakapapauʻi ʻe he meʻa ni ʻa e lahi ʻo e paʻanga te ke totongi ke fakalele ʻaki hoʻo ngaue. ʻOku ʻoatu ʻi lalo ha niʻihi ʻo e ngaahi moʻoniʻi meʻa ʻoku ne fakapapauʻi ʻa e PC. Lau ke ako lahi ange. -Ko e ha e meʻa ʻoku ke fie maʻu ke fakataumuʻa ki ai? Ko e ha e faʻahinga naunau pe ngaue ʻe kole ʻe hoʻo ngaahi tuʻuaki ki he?

-Ko e ha e lahi hoʻo fie totongi ki he lomiʻi? ʻOku ʻikai totonu ke lahi ange ʻa e lahi ʻo e paʻanga ʻoku ke talamahuʻinga ki ai ʻi hoʻo tuʻunga. ʻE iku hono fokotuʻu hoʻo PC ʻoku fuʻu maʻolunga ʻi ha ngaahi ului lahi, ʻa ia te ne fakasiʻisiʻi hoʻo ngaahi fakatau mo e tuʻuaki. Ko e meʻa tatau pe, holoki ʻa e lahi taha ʻo e paʻanga ʻi he PC ʻe holoki ai hoʻo ROI, ka ʻoku iku ia ki he siʻisiʻi ange ʻa e fakatau. ʻOku mahuʻinga ʻa e PC koeʻuhi he ʻoku fokotuʻu ʻe he Google hoʻo ngaahi tuʻuaki ke maʻolunga ange ʻi he ola ʻo e fekumi kapau ʻoku ʻi ai haʻanau tuʻunga tuʻuaki maʻolunga ange.

-Ko e ha e lahi ʻo e meʻa ʻoku totonu ke ke fakamoleki ʻi he lomiʻi? Neongo ʻoku mahuʻinga ʻa e PC ki hono maʻu ʻo e ului, ʻOku lelei ange ʻa e FPM ki maximizing hoʻo ROI. ʻI he angamahení, te ke lava ʻo maʻu ha meʻa lahi ange ʻi he lomiʻi ʻi ha PC maʻulalo ange. Neongo ia, Kapau ʻoku ke targeting ha PC maʻulalo, ʻe faingofua ange ke maʻu ha tuʻunga maʻolunga ange. Ko e founga lelei taha ke lahi ange ai hoʻo patiseti ki he ngaahi foʻi lea ko hono fakapapauʻi ʻa e ʻavalisi ʻo e fakamole ki he lomiʻi pea fikaʻi hoʻo fakamole ki he lauiafe.

-ʻOku fakapapauʻi ʻa e PC ʻi he foʻi lea mahuʻinga ʻoku ke targeting pea mo e totongi ki he lomiʻi ʻe maʻu ʻe hoʻo tuʻuaki. ʻOku lahi ha ngaahi meʻa te ne uesia ʻa e PC ʻo hoʻo tuʻuaki, kau ai e mahuʻinga ʻo e foʻi lea mahuʻinga, tuʻunga lelei ʻo e pesi, mo e ngaahi moʻoniʻi meʻa. Kapau ʻoku ke targeting e ngaahi foʻi lea mahuʻinga kuo fakaʻilongaʻi, ʻe lava ke ʻomi ʻe ha maaka lelei maʻolunga ha foki lelei kiate koe ʻi hoʻo ngaue PPC. Ko hono aofangatuku, ko hoʻo taumuʻa ke fakalahi hoʻo PC ki he lahi taha ʻe lava, ʻo ʻikai toe maumauʻi.

Toe fakaʻaongaʻi ʻo e maketi

Remarketing mo e Google ngaahi lea ʻoku ne fakaʻata koe ke ke fakaʻaliʻali ʻa e ngaahi tuʻuaki angamaheni ki he kau ʻaʻahi ki he uepisaiti kimuʻa. Te ke lava foki ʻo faʻu ha ngaahi tuʻuaki remarketing ʻo makatuʻunga ʻi he fafanga ke aʻu ki he kau ʻaʻahi he kuohili. ʻE lava ʻe hono fakaʻaongaʻi ʻo e remarketing ʻo ʻoatu ha faingamalie ke ke fakaului ai ha kau ʻaʻahi tuʻo taha ke nau toe lea ʻaki ʻa e kau fakatau. Ke ʻilo lahi ange ki he founga ko ʻeni, lau ʻi he. ʻOku fakamatalaʻi ʻe he fakamatala ko ʻeni ʻa e ngaahi lelei mo hono fakaʻaongaʻi ʻo e remarketing mo e ngaahi foʻi lea. Mahalo ko ha fili mahuʻinga ia ke fakakaukauʻi ki hoʻo pisinisi.

Ko e Remarketing ko ha founga lelei ia ke fakamanatu ai ki he kau ʻaʻahi hoʻo koloa pe ngaue. Te ke lava ʻo faʻu ha ngaahi kehekehe ʻo e tuʻuaki ʻo makatuʻunga ʻi he faʻahinga koloa kuo nau mamataʻi kimuʻa ʻi hoʻo saiti. Hangē ko ʻení, te ke lava ʻo fakataumuʻa ki he kau ʻaʻahi naʻa nau ʻaʻahi ki ha peesi saliote ʻi he ʻaho hono fitu pe 15 pe ko kinautolu pe naʻa nau mamata ki he peesi ʻi he ʻaho hono fitu. ʻI targeting hoʻo kau fanongo ʻo makatuʻunga ʻi honau ʻulungaanga, te ke lava ʻo fakatupulaki hoʻo ului mo e ROI.

Totongi ki he lomiʻi

Kapau ʻoku ke fifili pe ko e ha e lahi hoʻo fakamole ʻi he totongi ki he lomiʻi ʻi he ngaahi foʻi lea, ʻoku ʻikai ke ke tuenoa. Ko e tokolahi taha ʻo e kakai ʻoku nau fakamoleki ʻa e $4 lomiʻi ʻi he ngaahi tuʻuaki. Pea, mo e fekumi totonu, te ke lava ʻo holoki ʻa e fika ko ia. ʻE lava ke tokoni atu ha ngaahi founga lahi ke ke fai ia. ʻUluaki, ʻOku fakataumuʻa hoʻo ngaahi tuʻuaki. ʻE lava heni ke ke fakaʻaliʻali ha ngaahi tuʻuaki ki ha faʻahinga meʻangaue toʻotoʻo pau. Ua, te ke lava ʻo fakangatangata ʻa e lahi ʻo e ngaahi tuʻuaki ʻoku ʻasi ʻi ha peesi ʻuluaki, koeʻuhi ke fakahaaʻi ʻa e ngaahi meʻa mahuʻinga pe ki hoʻo kau ʻaʻahi.

Ngaahi Talamuʻaki’ ʻOku fuʻu maʻulalo ʻaupito ʻa e PC ki he ngaahi ngaueʻanga lahi. Ko e ʻavalisi ʻo e PC ki ha fekumi ʻi he Google ʻoku fekauʻaki ia mo e $1 mo e $2, ka ʻe lava ke aʻu ki $50 Kapau ʻoku ke fie maʻu ke toe fakapapauʻi ange. Fakatatau mo hoʻo ngaue, lahi hoʻo talamahuʻinga, mo hoʻo ngaahi feʻauʻauhi’ talamahuʻinga, te ke lava ʻo fakamoleki ha paʻanga ʻe laungeau pe lauiafe ʻi he ʻaho ʻi he ngaahi foʻi lea. Ka neongo ia, manatuʻi naʻa mo e ngaahi meʻangaue taʻetotongi ʻa e Google, te ke kei lava pe ʻo maʻu ha paʻanga mei he tuʻuaki.

Ko e founga ʻe taha ʻo hono fakatupulaki hoʻo talamahuʻinga ko hono fakatupulaki hoʻo talamahuʻinga. Neongo ia, ʻOku mahuʻinga ke fakatokangaʻi ʻoku kehekehe ʻa e foʻi lea mahuʻinga ko ia mei he faʻa ngaue ki he faʻa ngaue. Kapau ʻoku ke ʻi he ngaahi ngaue fakapaʻanga, ʻoku fekauʻaki hoʻo ʻavalisi ʻo e ului mo e 2.70%. Ki he ngaahi ngaueʻanga hange ko e-Komesi mo e maluʻi, ʻOku ʻi lalo ʻa e ʻavalisi ʻi he peseti ʻe ua. ʻI ha faʻahinga meʻa pe, ʻOku mahuʻinga ke vakaiʻi fakalelei hoʻo ngaahi tuʻuaki pea liliu hoʻo talamahuʻinga ʻo fakatatau ki ai. Pea ʻoua naʻa ngalo ke fakaʻaongaʻi ʻa e Google laʻipepa ke muimuiʻi ʻaki hoʻo ngaahi tuʻuaki.

Neongo ʻoku mahuʻinga ʻa e maaka lelei mo e PC ki hoʻo ngaue ki he ngaahi lea, ʻOku totonu foki ke ke fakakaukauʻi hoʻo foʻi lea mahuʻinga mo e peesi ʻuluaki. Ngaahi Talamuʻaki’ Ko e maaka lelei ko ha meʻafua ia ʻo e mahuʻinga hoʻo meʻa ʻi loto ki he kau kumi. Ko e māʻolunga ange hoʻo FKT, Ko e lahi ange ʻa e ngalingali ʻe lomiʻi hoʻo tuʻuaki. Kapau ʻoku ʻikai mahuʻinga hoʻo peesi ʻuluaki, ʻe tanu hoʻo tuʻuaki ʻi he SERPs.