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.
