Kapau ʻoku ke feinga ke fakaʻaongaʻi ʻa e Google ngaahi foʻi lea ki hoʻo tuʻuaki fakamaketi, ʻe fie maʻu ke ke ʻilo ha ngaahi tefitoʻi fakaikiiki fekauʻaki mo e founga ʻoku ngaue ai. ʻOku totonu ke ke fakaʻaongaʻi ʻa e fakamole-ki he-lomiʻi (FPC) fekau, Tuʻuaki ʻo e saiti, pea toe targeting ke fakalahi hoʻo lomiʻi ʻi he fakautuutu. Ke kamata, lau ʻa e fakamatala ko ʻeni ke ʻiloʻi ʻa e ngaahi fotunga mahuʻinga taha ʻo e ngaahi foʻi lea. Hili hono lau e fakamatala ko ʻení, ʻOku totonu ke ke lava ʻo faʻu ha ngaue lelei.
Totongi-ki he-lomiʻi (FPC) fekau
Ko e totongi-ki he-lomiʻi ʻi he kole ko ha konga mahuʻinga ia ʻo ha ngaue PPC lelei. ʻAki hono fakasiʻisiʻi hoʻo fakamole-ki he-lomiʻi, te ke lava ʻo fakalahi hoʻo ngaahi meʻalele mo e tuʻunga ʻo e ului. ʻOku fakapapauʻi ʻa e PC ʻi hoʻo talamahuʻinga pea mo ha founga ʻoku fie maʻu ki he tuʻunga lelei ʻo e tuʻuaki, tuʻunga tuʻuaki, mo hono fakafuofuaʻi ʻo e monu mo e ngaahi founga tuʻuaki kehe. ʻOku makatuʻunga ʻa e founga ko ʻeni ʻi ha ngaahi meʻa lahi, kau ai ʻa e faʻahinga uepisaiti ʻoku ke maʻu mo hono kanotohi.
ʻOku kehekehe pe ʻa e ngaahi founga ʻa e PC ki he saiti takitaha. ʻOku fakaʻaongaʻi ʻe ha niʻihi ʻa e tohi lesoni kae fakafalala ʻa e niʻihi kehe ki he ngaahi founga fakakomipiuta. ʻOku ʻi ai ha ngaahi lelei mo ha ngaahi palopalema ki he ongo. Ko e taha ʻo e ngaahi lelei mahuʻinga taha ʻo e kole fakakomipiuta ko ʻene fakatauʻatainaʻi ʻa e taimi ki he ngaahi ngaue kehe. ʻE tokoniʻi koe ʻe ha founga lelei ke lahi ange hoʻo fakamole pea maʻu e ngaahi ola lelei taha. Ko hoʻo fokotuʻu pe hoʻo ngaue pea optimized hoʻo mavae, te ke ʻi ho hala ke huhu hoʻo fakatokangaʻi mo fakaului hoʻo ngaahi meʻalele.
ʻOku fakaʻata koe ʻe ha PC maʻulalo ke ke maʻu ha lomi lahi ange ki hoʻo patiseti, pea ʻoku ʻuhinga ʻa e lahi ange ʻo e lomi ki he meʻa ʻe malava ke iku ki hoʻo uepisaiti. ʻI hono fokotuʻu ha FPC ʻoku maʻulalo, te ke lava ʻo aʻusia ha tuʻunga maʻolunga ange ʻi he ngaahi founga kehe. Ko e lao lelei ʻo e motuʻa tuhu ke fakatefito hoʻo talamahuʻinga ʻi he ʻavalisi ʻo e fakatau ʻoku ke ʻamanaki ke fai he mahina. Ko e lahi ange ʻo e ului ʻokú ke maʻú, ko e maʻolunga ange hoʻo ROI.
ʻOku ʻi ai ha ngaahi foʻi lea mahuʻinga ʻe laungeau ʻoku lava ke maʻu, totongi-ki he-lomiʻi ʻi he kole ko ha konga mahuʻinga ia ʻo ha ngaue PPC lelei. Neongo ʻoku ʻikai fie maʻu ʻa e ngaahi CS maʻolunga ki he ngaue kotoa pe, ʻe lava ʻe he totongi maʻolunga ʻo ʻai ke nau maʻamaʻa ange. Hangē ko ʻení, Kapau ʻoku ʻomi ʻe ha pisinisi ha koloa mahuʻinga maʻolunga, te ne lava ʻo totongi ha PC maʻolunga. ʻI he tafaʻaki ʻe tahá, ngaahi ngaueʻanga ʻoku ʻi ai e ʻavalisi ʻo e totongi ki he lomiʻi ʻe lava ke totongi ʻaki ha PC maʻolunga ange koeʻuhi ko e mahuʻinga ʻo e moʻui ʻa e kau fakatau.
ʻOku makatuʻunga e lahi ʻo e paʻanga ʻoku ke fakaʻaongaʻi ʻi he lomiʻi ʻi ha ngaahi meʻa lahi, kau ai ʻa e maaka lelei mo e foʻi lea mahuʻinga. Kapau ʻoku ʻikai fekauʻaki hoʻo foʻi lea mahuʻinga mo e maketi ʻoku fakataumuʻa ki ai hoʻo pisinisi, ʻe lava ke tupulaki hoʻo talamahuʻinga ʻaki 25 peseti ʻe taha pe lahi ange. Ko e FKT māʻolungá ko ha fakaʻilonga ia ʻe taha ʻoku ʻaonga hoʻo tuʻuakí. Te ne lava ʻo fakatupulaki hoʻo PC lolotonga hono fakasiʻisiʻi hoʻo Avg. FPC. Smart PPC marketers ʻiloʻi ʻoku ʻikai ko e fekauʻaki ʻataʻata pe ʻa e PC mo e ngaahi foʻi lea mahuʻinga, ka ko hano fakatahaʻi ʻo ha ngaahi meʻa kehe.
ʻI he taimi ʻoku kole ai ʻa e PC ki he ngaahi foʻi lea, ʻOku ke totongi ki ha tokotaha faipulusi ha paʻanga pau ki he lomiʻi takitaha ʻo makatuʻunga ʻi he mahuʻinga ʻo hoʻo tuʻuaki. Hange ko ʻeni, Kapau te ke lea ʻaki ha paʻanga ʻe tahaafe pea lomiʻi tuʻo taha, te ke totongi ha mahuʻinga maʻolunga ange ʻi haʻo fakaʻaongaʻi ha netiueka tuʻuaki hange ko Bing. ʻOku tokoni ʻa e founga ko ʻeni ke ke aʻu ai ki ha tokolahi ange ʻo e kau fakatau mo ha totongi maʻulalo ange ʻi he lomiʻi.
Tuʻuaki ʻo e saiti
Mo e Saiti Targeting ʻi he feituʻu, ʻOku lava ʻe he Google advertisers ʻo fili ʻa e ngaahi uepisaiti ʻe ʻasi ai ʻenau ngaahi tuʻuaki. ʻOku ʻikai tatau ia mo e totongi-lomiʻi ʻi he tuʻuaki, ʻOku fakaʻata ʻe he saiti Targeting ʻa e advertisers ke fakataumuʻa ki ha ngaahi feituʻu pau. Neongo ʻoku lelei ʻa e tuʻuaki -ki he advertisers ʻoku nau ʻiloʻi lelei ʻa e meʻa ʻoku fekumi ki ai ʻenau kau fakatau, ʻOku ne tuku ʻa e ngaahi meʻa ʻe ala hoko ʻi he maketi. Ko ha ngaahi tokoni ʻeni ke ʻai hoʻo ngaahi tuʻuaki ke makehe:
Ko e ʻuluaki sitepu ʻi maximizing hoʻo ului ko hono fili ʻo e ngaahi tuʻuaki totonu ʻo e saiti. Ko e ngaahi tuʻuaki ʻoku fekauʻaki mo ha saiti pau ʻe ngalingali ʻe fakaului. Fili ha mohu founga pau ke fakaʻehiʻehi ai mei he kakai burnout, ʻa ia ko e taimi ʻoku helaʻia ai ʻa e haʻofanga ʻi heʻenau mamata ki he ngaahi tuʻuaki tatau. ʻOku matuʻaki mahuʻinga ʻeni ʻi he taimi ʻoku tuʻuaki ai ki he kakai ʻoku siʻisiʻi ʻenau laukonga. Ko e ʻuhinga ʻeni ʻe lava ke tokoni ai hono liliu ʻo e tuʻuaki creatives.
Toe targeting
ʻE lava ke ola lelei ʻaupito hono fakaʻaongaʻi ʻo e targeting mo e ngaahi foʻi lea ko ʻeni. ʻE lava ke fakaʻaongaʻi ia ke tohoakiʻi ʻaki e kau fakatau ki hoʻo uepisaiti. ʻOku lahi ange ʻa e meʻa ʻi he Facebook ʻi he 75% ʻo e kau fakaʻaongaʻi ʻo e telefoni to, ʻai ke hoko ia ko ha fili lelei ke takiekina hoʻo ʻi he Twitter. ʻIkai ngata ai, te ke lava ʻo fakaʻaongaʻi lelei ʻa e ngaahi foʻi lea ko e M’ founga anga fakakaumeʻa toʻotoʻo ke maʻu e tokanga ʻa hoʻo kau fanongo. ʻI he founga ni, te ke lava ʻo fakaului kinautolu ki he kau fakatau. Ko hono fakaʻaongaʻi ʻo e Facebook mo e Twitter ke toe targeting ko ha founga lelei ia ke fakahoko ai ʻa e lahi taha ʻo e founga tuʻuaki malohi ko ʻeni.
Toe targeting mo e ngaahi foʻi lea ʻoku lahi hono ngaahi lelei. ʻOku tokoni ia ke ke fetuʻutaki ai mo hoʻo kau fakatau lolotonga pea aʻu ki he ngaahi meʻa foʻou. ʻI hono fokotuʻu ha ngaahi fakaʻilonga script ʻi hoʻo uepisaiti, ʻe toe mamata ʻa e kakai kuo nau ʻaʻahi ki hoʻo saiti ʻi he kuohili ki hoʻo ngaahi tuʻuaki, faʻu ʻo e pisinisi. ʻOku toe fakaʻata foki koe ʻe he Google ke ke toe fakaʻaongaʻi ʻa e targeting mo e ngaahi foʻi lea ʻi he ngaahi senolo mitia fakasosiale kehekehe, kau ai ʻa e Facebook, Twitter, mo e YouTube.
ʻOku fakaʻaongaʻi ʻe he Google tuʻuaki ha kouti ʻoku ui ko e “retargeting” ʻOku ngaue mo ha browser ʻa ha tokotaha ʻaʻahi ke ʻave ha ngaahi tuʻuaki. ʻOku ʻikai ʻasi ʻa e kouti ʻi ha screen ʻo e tokotaha ʻaʻahi ki he uepisaiti, ka ʻoku fetuʻutaki ia mo e browser ʻa e tokotaha fakaʻaongaʻi. ʻOku mahuʻinga ke fakatokangaʻi ʻe lava ʻe he tokotaha ngaue kotoa pe ʻi he ʻInitaneti ʻo toʻo ʻa e cookies, ʻa ia te ne ʻai ke siʻisiʻi ange ʻa e aʻusia ʻo e fakamaketi ʻi he ʻInitaneti. ʻE lava ke hiki fakalaka ʻa e ngaahi uepisaiti ko ia kuo ʻosi ʻi ai ha Google Analytics tag ʻi hono tanaki atu ʻo e Google ngaahi tuʻuaki-targeting code.
Ko e founga ʻe taha ki hono toe targeting ʻaki e ngaahi foʻi lea ko e lisi ʻoku makatuʻunga ia ʻi he retargeting. ʻI he faʻahinga targeting ko ʻeni, kuo ʻosi ʻaʻahi ʻa e kau fakaʻaongaʻi ki ha uepisaiti pea lomiʻi ʻi ha peesi ʻo e lomiʻi ʻi he Post. ʻE lava ʻe he ngaahi tuʻuaki ko ʻeni ʻoku fakataumuʻa ki ai ʻo poupouʻi ʻa e kau ʻaʻahi ke nau fai ha fakatau pe upgrade ki ha makasini. Ko e toe targeting mo e ngaahi foʻi lea ko ha founga lelei ia ki hono faʻu ʻo e tuʻunga lelei maʻolunga.
