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Ngaphambi kokuba uqale ukuthengisa kuGoogle, kufuneka uyazi into ozifaka kuyo. Nazi izinto ezimbalwa ekufuneka uzigcine engqondweni: Iintlobo zomdlalo, Amanqaku asemgangathweni, Iindleko, kunye nokuRetargeting. Wakuba uziqonde ezi zinto, uya kukwazi ukucwangcisa iphulo elisebenzayo le-Adwords. Kwaye emva kokuba uye wakwazi konke oku, ukulungele ukuqalisa! Nangona kunjalo, ngaphambi kokuba wenze oko, kufuneka wenze uphando kumagama akho angundoqo.
Kukho izinto ezininzi ezibonisa ukuba yimalini omele uyichithe kwi-Adwords. Umzekelo, yintoni i-avareji yeendleko ngokucofa? Iindleko zeempahla ezithengisiweyo (COGS) ibandakanya imveliso kunye nenkcitho yentengiso. Kuya kufuneka uqikelele ukuba yimalini oyichithe kwiintengiso ukuze ufumane imbuyekezo kutyalo-mali lwakho. Emva koko unokuthelekisa ezo ndleko kwingeniso yakho evela kwimikhankaso ye-AdWords kwaye unqume ukuba yeyiphi amagama angundoqo anenzuzo kakhulu.
Iindleko ngokucofa (CPC) iyahluka kakhulu ngokusekelwe kumagama angundoqo kunye neshishini. Ii-CPC eziqhelekileyo zijikeleze $2.32 kwinethiwekhi yokukhangela kunye $0.58 kwinethiwekhi yokubonisa. Ukuze ufumane inkcazelo engakumbi, bona eli nqaku le-AdWords metrics. Enye indlela yokunciphisa iCPC yakho kukujolisa amagama angundoqo ngeNqaku loMgangatho ophezulu. Amagama angundoqo weNqaku eliPhezulu afumana ukubekwa okungcono kwiphepha, ukongela imali kunye nokuqinisekisa ukuba iintengiso zakho zivela kumaphepha afanelekileyo.
Unokuhlengahlengisa ibhidi yakho yegama elingundoqo elithile ukuba uyazi ukuba zeziphi ezisebenza kakuhle. Ngokuchaseneyo, unokunciphisa ibhidi yakho kumagama angundoqo angavelisi ziphumo. Gcina ukhumbule ukuba amanye amagama angundoqo axabisa ngaphezulu kunamanye, kwaye kufuneka ubeke iliso rhoqo kwaye uhlengahlengise iibhidi zakho ngokufanelekileyo. Njengomnini weshishini, kufuneka uqaphele utshintsho kwixabiso le-Adwords kwaye ulungele ukulungelelanisa ngokufanelekileyo. Nje ukuba ufunde amagama angundoqo asebenza kakuhle kwiwebhusayithi yakho, ungayandisa ingeniso yakho kwaye usike iiCPC zakho ukuze ufumane eyona ROI ilungileyo.
Iphulo le-CPC yeyona ndlela isetyenziswa kakhulu. Yeyona ndlela iqhelekileyo kwaye ixabisa ngaphantsi kweesenti ezilikhulu ngokuchofoza. Nangona kunjalo, Ixabiso lonqakrazo ngalunye lahlukile kwixabiso lemibono. Ukuba ufuna ukwazi iindleko zephulo lakho lentengiso, ungasebenzisa umcwangcisi wegama elingundoqo ukufumana uqikelelo lweendleko zakho ngokucofa. Le ndlela, uya kuyazi kakuhle ukuba uya kuhlawula malini ngocofa ngalunye kwaye zingaphi iimpembelelo ozifumanayo.
Ukuba ufuna ukwandisa inani lokuguqulwa kwaye uchithe imali encinci kwiintengiso zakho, Kuya kufuneka ukhuphe amagama akho aphambili kwiintlobo ezahlukeneyo zomdlalo. Kwi-Adwords, oku kwenziwa ngokwahlulahlula iintengiso ngokweentlobo zomdlalo. Ngokukhetha iintlobo ezifanelekileyo zomdlalo, uya kukwazi ukufikelela kubaphulaphuli ojolise kubo kwaye uphephe ukuchitha imali ngokucofa okungenamsebenzi. Ngenxa yale njongo, kufuneka usebenzise isixhobo segama elingundoqo sasimahla ukumisela abaphulaphuli bakho ekujoliswe kubo kwaye emva koko uhlukanise iintengiso zakho ngokufanelekileyo.
Umdlalo ochanekileyo ngowona ujolise kuwo onke amagama angundoqo, kwaye ifuna ibinzana legama elingundoqo libe lichanekile. Nangona kunjalo, unokongeza imimiselo eyongezelelweyo kumbuzo wakho ukuba kuyimfuneko. Umdlalo ochanekileyo lolona khetho lulungileyo lwabathengisi abafuna ukuqhuba uguquko ngokubonisa kuphela iintengiso ezihambelana namagama angundoqo abawajongileyo.. Ungqamaniso oluchanekileyo lukwanalo izinga eliphezulu lokucofa. Nangona kunjalo, Kubalulekile ukuqonda ukuba ukusebenzisa iimatshisi ngqo isenokungabi lolona khetho lulungileyo kwishishini ngalinye.
Ukuba ufuna ukujolisa amagama athile, emva koko ungasebenzisa amagama angundoqo aguqulwe ngokubanzi. Ezi zilula ukuzisebenzisa kwaye uxelele uGoogle ukuba abonise iintengiso zakho zamagama athile okanye amabinzana. Amagama angundoqo anokuba naluphi na ulandelelwano. Ungangenisa la magama usebenzisa isimboli yokudibanisa (+) phambi kwegama ngalinye elingundoqo. Ifomati yegama elingundoqo elilungisiweyo ngokubanzi lingasetyenziselwa amabinzana ngokunjalo. Imidiya egcweleyo igxile kwimikhankaso ye-AdWords PPC yeenkampani ezincinci kunye neziphakathi.
Umdlalo obanzi nochanekileyo zezona ntlobo zomdlalo zidumileyo, kodwa kukwakho ukwahluka okusondeleyo. Uhlobo lomdlalo olubanzi lubandakanya konke upelo olungalunganga olunokwenzeka lwegama elingundoqo ngelixa uhlobo oluchanekileyo lukuvumela ukuba ujolise kuphendlo olubanzi olunxulumeneyo.. Usenokungabandakanyi ukwahluka okusondeleyo ngokongeza amagama angundoqo angalunganga. Nangona kunjalo, oku ayisiyonto ilungileyo njengoko inokunciphisa inani lokucofa. Uhlobo olubanzi lomdlalo lolona khetho lungcono kubathengisi abafuna ukujolisa kwimigaqo ethile.
Ukubuyisela kwakhona luhlobo lwentengiso ye-intanethi evumela abathengisi ukuba babonise iintengiso ezijoliswe kuzo kwiindwendwe ezidlulileyo zewebhusayithi.. Indlela yokuthengisa kwakhona isebenza ngokulahla ikhowudi yokulandelela kwiphepha lewebhu kunye nokwenza ukuba iintengiso ziboniswe kumtyeleli odlulileyo.. Iziphumo zolu hlobo lokuthengisa kwakhona zibalulekile. Kuye kwaboniswa ukwandisa ukuthengisa ukuya kuthi ga 70% xa abantu abaye batyelela iwebhusayithi ngaphandle kokuthenga nantoni na ukuthenga ngephulo lokuthengisa kwakhona.
Ukuba iwebhusayithi yakho ayilungiselelwanga ukujongwa kwakhona, usenokungakwazi ukubona naziphi na iziphumo. Ukuba iphulo lakho lokuthengisa kwakhona alisebenzi, unokufuna ukuthatha iingcebiso zenkampani yolawulo ye-Google Adwords. Baya kukunceda umise umkhankaso wokubuyisela ngokuchanekileyo. Izicwangciso ezifanelekileyo ziya kwenza umehluko omkhulu ekusebenzeni. Nje ukuba useto oluchanekileyo, ungasebenzisa ukubuyisela ukujolisa kubathengi kuzo zonke iinethiwekhi zentlalo ezahlukeneyo.
Ukwenzela ukuseta iintengiso eziphinda zijonge, kufuneka uqale usete iGoogle Analytics. Ikhowudi yokubuyisela izakulandela iikuki, eziziifayile ezincinci ezigcinwe ngokuzenzekelayo kwisikhangeli somsebenzisi. Iintengiso zikaGoogle ziya kwaziswa ukuba zibonise iintengiso kumtyeleli othile wendawo ngokusekwe kwimbali yabo yangaphambili yokukhangela. Ukubuyisela kwakhona nge-Adwords kunokuba yindlela efanelekileyo yokuphucula isicwangciso sakho sokuthengisa kwi-intanethi.
Ukubuyisela kwakhona nge-Adwords kunokusebenza kumajelo eendaba ezentlalo, ngakumbi Facebook. Inokuba yindlela esebenzayo yokwakha i-Twitter elandelayo. Khumbula, ngaphaya 75% yabasebenzisi kuTwitter bakwizixhobo eziphathwayo. Iintengiso zakho kufuneka zisebenziseke kwiselula ukuze ukwandise amathuba akho okuthatha ingqalelo yabaphulaphuli bakho. Ukubuyisela kwakhona nge-Adwords kunokukunceda ukuguqula aba basebenzisi babe ngabathengi. Ngoko, qala ukubuyisela kwakhona ngeAdwords ukonyusa ingeniso yakho.
Kukho iindlela ezininzi zokuphucula umgangatho wakho weNqaku kwiGoogle Adwords. Nangona kungekho sisombululo somlingo, zininzi iindlela zokuphucula amanqaku akho. Isinyathelo sokuqala kukungena kwi-akhawunti yakho kwaye uhambe uye kwipaneli yokubonisa igama elingundoqo. Kanye apho, ungawabona amanqaku asemgangathweni kumaqela akho entengiso asebenzayo. Emva koko, ungaqalisa ukwenza utshintsho ukuphucula amanqaku akho. Emva kweeveki ezimbalwa, kufuneka uqaphele umahluko omkhulu.
Inqaku loMgangatho wentengiso yakho libalwa ngokuthathela ingqalelo izinto ezintathu: ukubaluleka, intengiso yokuyila, kunye namava ephepha lokufika. Naxa usebenzisa amagama angundoqo afanayo, Amanqaku asemgangathweni aya kwahluka phakathi kwamaqela entengiso. Umzekelo, ukuba ungumnikazi weshishini lokurenta indlu enqabileyo, unokusebenzisa igama elingundoqo “iinqaba jumper” ukujolisa abathengi abanokubakho abafuna izindlu ezibhampayo. Oko kuyakuphucula iNqaku lakho loMgangatho ukuba iintengiso zakho zifanelekile kwaye zinomtsalane kubasebenzisi bazo zonke izixhobo.
Kufuneka ukwazi kwakhona ukuba iNqaku loMgangatho kwiqela elithile lentengiso lixhomekeke kumgangatho wegama elingundoqo. Lo mba unokuchaphazela ixabiso lakho ngokucofa (CPC) kunye nesantya sokucofa (CTR). Iintengiso zikaGoogle zikwabonisa umgangatho weqela leentengiso. Kungoko, ukuba iqela legama elingundoqo lineNqaku loMgangatho ophezulu, inokuba ngcono kwiziphumo zophendlo lukaGoogle. Ukuba uceba ukuqhuba iphulo lentengiso yegama elithile elingundoqo, iya kuba neNqaku loMgangatho elingcono kunokuba usebenzisa nje igama eliqhelekileyo.
Xa uhlalutya iphulo lakho lentengiso, nikela ingqalelo kakhulu kwi-CTR. I-CTR ephezulu luphawu oluhle. Iintengiso ezineCTR ephezulu ziya kufumana ucofa ngakumbi, ngoko ukwandisa iCPC yakho. Nangona kunjalo, khumbula ukuba i-CTR iya kuchatshazelwa zezinye izinto ezinje ngejografi. Ukwengeza, kufuneka uqiniseke ukuba amagama akho angundoqo ahambelana nekopi yakho yentengiso kunye nephepha lokufika. Ukwandisa iCTR yakho kunokunceda iNqaku lakho loMgangatho, kodwa iya kwandisa iindleko zakho ngokucofa (CPC).
Uphando lwegama elingundoqo yinkqubo yokuchonga amagama angundoqo afanelekileyo kwiwebhusayithi yakho okanye umkhankaso wentengiso. Kukho iindlela ezininzi zokwenza uphando lwegama elingundoqo. Injongo ephambili kukuthatha ingcamango kwaye uchonge amagama angundoqo anamandla okuvelisa i-traffic. Amagama angundoqo abekwe ngokwexabiso kunye nethuba lokufumana itrafikhi. Uphando lwegama elingundoqo lukunceda ukuba wenze umxholo ochanekileyo kunye nesicwangciso sokukhangisa ukutsala abathengi abanokubakho. Ukuqalisa, sebenzisa isixhobo segama elingundoqo likaGoogle ukufumanisa amagama angundoqo adumileyo.
Nangona kungathatha ixesha kunye nomgudu, Uphando lwegama elingundoqo lubalulekile kwimpumelelo yephulo lakho le-AdWords. Ngaphandle kophando lwegama elingundoqo elifanelekileyo, umkhankaso wakho unokusilela okanye uhlawule ukuthengisa. Apha ngezantsi kukho iingcebiso zokukunceda uqalise:
Sebenzisa i-Google Keyword Planner. Esi sixhobo sibonisa umthamo wokukhangela ngenyanga. Njengokuba, ukuba ufuna ukutsala i-traffic ngexesha lehlobo, kufuneka ujolise kumagama angundoqo akhangelwe kakhulu kweli xesha lonyaka. Kwakhona, cinga ukunciphisa uphendlo lwakho kwixesha elithile, njengaphakathi kukaMeyi noAgasti. Nje ukuba uyazi ukuba ngawaphi amagama angundoqo anenzuzo, ungasebenzisa isixhobo se-AdWords ukufumana amagama angundoqo anxulumeneyo. Esi sixhobo siya kuvelisa amakhulu amagama angundoqo ahambelanayo ngokusekelwe kwimithintelo yegama elingundoqo.
Xa ukhetha amagama angundoqo, misela injongo yewebhusayithi yakho. Yenza uphando lwakho ukumisela abaphulaphuli ojolise kubo kunye nenjongo yokukhangela kwimarike yakho ekujoliswe kuyo. Ungaphinda ufune ukuqwalasela indlela iwebhusayithi yakho ehambelana ngayo nala magama angundoqo. Ngaba kukho iimveliso okanye iinkonzo ezinemiqathango efanayo? Ngaba banemiqulu ephezulu yokukhangela? Bakhangela ntoni abantu xa bekhangela imveliso okanye inkonzo ethile? Umthamo wokukhangela ophezulu luphawu oluhle. Ukuba akukho njalo, zama ukufumana igama elingundoqo le-niche elingaphezulu ekujoliswe kulo.
