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    Founga hono fakaʻaongaʻi ʻo e ngaahi foʻi lea ke fakalahi hoʻo fakamaketi mo e kasitoma fakamaʻu

    Ngaahi Talamuʻaki

    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.

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