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Usenokuba sele uvile ngamagama angundoqo kunye neebhidi, kodwa usenokungayazi indlela yokuyakha kakuhle iakhawunti yakho ukuze ukwandise ukusebenza kweedola zakho zentengiso. Apha ngezantsi kukho iingcebiso malunga nendlela yokumisa iakhawunti yakho. Nje ukuba unombono wendlela yokwenza iakhawunti yakho, ungaqalisa namhlanje. Unokujonga kwakhona isikhokelo sethu esineenkcukacha malunga nendlela yokukhetha amagama angundoqo afanelekileyo. Ukukhetha amagama angundoqo afanelekileyo kubalulekile ekwandiseni utshintsho lwakho kunye nokuthengisa.
Ngelixa ukhetha amagama angundoqo e-Adwords, khumbula ukuba ayingawo onke amagama angundoqo adalwe alinganayo. Ngoxa ezinye zibonakala zisengqiqweni ekuqaleni, zisenokungasebenzi. Umzekelo, ukuba umntu uyachwetheza “wifi password” kuGoogle, mhlawumbi abakhangeli igama lokugqitha leWiFi yabo yasekhaya. Kungenjalo, banokukhangela i-password ye-wifi yomhlobo. Ukuthengisa kwigama elifana nephasiwedi ye-wifi kuya kuba lilize kuwe, kuba abantu abanakukwazi ukukhangela olo hlobo lolwazi.
Kubalulekile ukwazi ukuba amagama angundoqo atshintsha ngokuhamba kwexesha, ngoko kufuneka uhambisane neendlela zamva nje zokujolisa igama elingundoqo. Ukongeza kwikopi yentengiso, igama elingundoqo ekujoliswe kulo kufuneka lihlaziywe rhoqo, njengoko iimarike ekujoliswe kuzo kunye nemikhwa yabaphulaphuli itshintsha. Umzekelo, abathengisi basebenzisa ulwimi lwendalo ngakumbi kwiintengiso zabo, kwaye amaxabiso ahlala eguquka. Ukuze uhlale ukhuphisana kwaye ufanelekile, kufuneka usebenzise amagama angundoqo amva nje aza kuqhuba i-traffic eninzi kwiwebhusayithi yakho.
Indlela ephambili yokuphepha ukuchitha imali kwi-traffic esemgangathweni ephantsi kukwenza uluhlu lwamagama angundoqo angalunganga. Oku kuya kukunceda ukuba uphephe ukuchitha imali kumagama okukhangela angenamsebenzi, kwaye wandise unqakrazo lwakho lokugqitha. Ngelixa ukufumana amagama angundoqo anokubakho kulula, ukusebenzisa ezingalunganga kunokuba lucelomngeni. Ukusebenzisa amagama angundoqo angalunganga ngokufanelekileyo, kufuneka uqonde ukuba ngawaphi amagama angundoqo kunye nendlela yokuwachonga. Kukho iindlela ezininzi zokufumana amagama angundoqo aguqukayo kwaye uqinisekise ukuba afanelekile kwiwebhusayithi yakho.
Kuxhomekeke kubume bewebhusayithi yakho, kunokufuneka ukhethe ngaphezu kwegama elinye elingundoqo ngophendlo ngalunye. Ukwenza uninzi lwamagama angundoqo e-Adwords, khetha ezibanzi kwaye zinokubamba abaphulaphuli abaninzi. Khumbula ukuba ufuna ukuhlala uphezulu kwingqondo yabaphulaphuli bakho, kwaye akuphelelanga apho. Kuya kufuneka wazi ukuba abantu bafuna ntoni ngaphambi kokuba ukhethe isicwangciso esilungileyo segama elingundoqo. Kulapho uphando lwegama elingundoqo luza khona.
Unokufumana amagama angundoqo amatsha ngokusebenzisa i-Google's keyword tool okanye nge-webmaster search analytics query report edityaniswe ne-akhawunti yakho ye-Adwords.. Nangeyiphi ndlela, qiniseka ukuba amagama akho angundoqo ahambelana nomxholo wewebhusayithi yakho. Ukuba ujolise kukhangelo lolwazi, kufuneka usebenzise amagama angundoqo wokufanisa ibinzana kwaye utshatise ibinzana kumxholo wewebhusayithi yakho. Umzekelo, iwebhusayithi ethengisa izihlangu inokujolisa iindwendwe ezifuna ulwazi “kwenziwa kanjani” – zombini zijolise kakhulu.
Kwi-Adwords, unokwenza ibhidi yetrafikhi yakho ngeendlela ezininzi. Eyona ndlela iqhelekileyo yindleko-ngokuchofoza, apho uhlawula kuphela ngonqakrazo ngalunye intengiso yakho ifumana. Nangona kunjalo, Ungasebenzisa kwakhona ibhidi yexabiso-nge-mille, exabisa kancinci kodwa ikuvumela ukuba uhlawule amawaka emibono kwintengiso yakho. Ezi zilandelayo ziingcebiso zokubhida kwi-Adwords:
Unokuphanda amaphulo e-AdWords adlulileyo kunye namagama angundoqo ukuze ubone ukuba zeziphi iibhidi ezisebenza kakhulu. Ungasebenzisa kwakhona idatha yomntu okhuphisana naye ukujonga ngcono ukuba ngawaphi amagama angundoqo kunye neentengiso oza kubhida kuzo. Zonke ezi datha zibalulekile xa udibanisa iibhidi. Baza kukunceda wazi ukuba ungakanani umsebenzi ekufuneka uwufake. Nangona kunjalo, kungcono ukufuna uncedo lwengcali kwasekuqaleni. I-arhente elungileyo iya kukwazi ukukukhokela kuyo yonke inkqubo, ukusuka ekumiseleni uhlahlo lwabiwo-mali ukuya kuhlengahlengiso lohlahlo lwabiwo-mali lwemihla ngemihla.
Ekuqaleni, qonda imarike yakho ekujoliswe kuyo. Yintoni abafuna ukuyifunda abaphulaphuli bakho? Bafuna ntoni? Buza abantu abaqhelene nentengiso yakho kwaye basebenzise ulwimi lwabo ukuyila intengiso yakho ukuze ihambelane neemfuno zabo. Ukongeza ekwazini imarike yakho ekujoliswe kuyo, qwalasela ezinye izinto ezinjengokhuphiswano, uhlahlo lwabiwo-mali, kunye nemarike ekujoliswe kuyo. Ngokwenza oku, uya kuba nakho ukumisela ukuba zixabisa malini iintengiso zakho. Ukuba unohlahlo lwabiwo-mali olulinganiselweyo, kungcono ukugxila kumazwe angabizi kakhulu, kuba la mazwe adla ngokuphendula kakuhle kwintengiso yakho kunalawo axabisa imali eninzi.
Emva kokuba unesicwangciso esifanelekileyo endaweni, ungasebenzisa i-Adwords ukwandisa ukubonakala kweshishini lakho. Unokujolisa abathengi basekhaya ngokunjalo, okuthetha ukuba unokulandela indlela yokuziphatha komsebenzisi kwaye uphucule umgangatho weshishini lakho. Ukongeza ekunyuseni kwetrafikhi, ungathoba iindleko zakho ngokucofa ngokuphucula umgangatho weentengiso zakho. Ukuba unabaphulaphuli basekuhlaleni, ukugxila kwi-SEO kuya kukunceda uphephe nayiphi na imigibe.
Kukho izinto ezintathu eziphambili ezichaphazela umgangatho wakho wezinga kwi-Adwords. Zikwindawo yentengiso, iindleko, kunye nempumelelo yephulo. Nanku umzekelo wendlela nganye echaphazela ngayo enye. Kulo mzekelo ungezantsi, ukuba iibrendi ezimbini zineentengiso ezifanayo, amanqaku aphezulu umntu awafumanayo aya kuboniswa kwindawo #1. Ukuba enye ibhrendi idweliswe kwindawo #2, kuya kubiza ngaphezulu ukufumana indawo ephezulu. Ukuze ukwandise inqaku lakho loMgangatho, kufuneka uqiniseke ukuba intengiso yakho iyahlangabezana nale migaqo.
Into yokuqala ekufuneka uyiqwalasele xa uzama ukuphucula inqaku lakho loMgangatho liphepha lakho lokufika. Ukuba usebenzisa igama elingundoqo njengeepeni eziluhlaza, kufuneka udale iphepha elibonisa elo gama lingundoqo. Emva koko, iphepha lakho lokufika kufuneka libandakanye amagama “iipeni eziluhlaza.” Iqela leentengiso liza kubandakanya ikhonkco kwiphepha lokufika elinegama elingundoqo elifanayo. Iphepha lokufika kufuneka libe yindawo entle yokufumana ulwazi oluninzi malunga neepeni eziluhlaza.
Inqaku lesibini yibhidi yakho yeCPC. Amanqaku akho asemgangathweni aya kunceda ukufumanisa ukuba zeziphi iintengiso ezicofa kuzo. Amanqaku oMgangatho oPhezulu athetha ukuba iintengiso zakho ziya kuqatshelwa ngabaphandi. Ikwangumba omisela inqanaba lentengiso yakho kwifandesi kwaye inokukunceda ukuba ukhuphe amaxabiso aphezulu anemali eninzi kunexesha.. Unokwandisa iNqaku lakho loMgangatho ngokwenza iintengiso zakho zihambelane nemiqathango ezijolise kuyo.
Into yesithathu kwi-Adwords Quality Score yi-CTR yakho. Lo mlinganiselo uya kukuvumela ukuba uvavanye ukufaneleka kweentengiso zakho kubaphulaphuli bakho. Ikwanceda ukumisela iCPC yeentengiso zakho. IiCTR eziphezulu zithetha i-ROI ephezulu. Ekugqibeleni, iphepha lakho lokufika kufuneka lihambelane namagama angundoqo akwiintengiso zakho. Ukuba iphepha lakho lokufika alihambelani nabaphulaphuli bakho, iintengiso zakho ziya kufumana iCPC esezantsi.
Into yokugqibela echaphazela iNqaku lakho loMgangatho ngamagama akho angundoqo kunye nentengiso yakho. Amagama angundoqo kunye neentengiso ezingahambelaniyo kubaphulaphuli bakho abayi kufumana amanqaku aphezulu. Ukongeza kumagama angundoqo kunye neCPC, amanqaku akho omgangatho nawo aya kuba nefuthe kwiindleko zeentengiso zakho. Iintengiso ezikumgangatho ophezulu zihlala ziguquka kwaye zifumane i-CPC esezantsi. Kodwa ulonyusa njani inqaku lakho loMgangatho? Uluhlu olungezantsi ezinye izicwangciso zokuphucula iNqaku lakho loMgangatho kwi-Adwords.
Ukuze ufumane ingcamango echanekileyo yeendleko zephulo lakho le-Adwords, kufuneka uqale uqonde ingqikelelo yeCPC (ixabiso-ngokuchofoza). Ngoxa i-CPC iyibhloko yokwakha ebalaseleyo yokuqonda iindleko ze-Adwords, akwanelanga. Kufuneka kwakhona uthathele ingqalelo iindleko zokubhalisa kwiprogram ye-software ye-Adwords. Umzekelo, I-WordStream inikezela ngemirhumo yeenyanga ezintandathu, 12-inyanga, kunye nezicwangciso zonyaka ezihlawulwa kwangaphambili. Qinisekisa ukuba uyayiqonda imiqathango yezi zivumelwano phambi kokuba usayine.
Kule minyaka yangoku, ixabiso le-Adwords liye landa kathathu ukuya kahlanu kwezinye ii-verticals. Ixabiso liye lahlala liphezulu nangona imfuno evela kubadlali abangaxhunyiwe kwi-intanethi kunye nokuqala kwe-cash-flush start-ups. UGoogle ubonisa ixabiso elikhulayo le-Adwords kukhuphiswano olwandisiweyo kwimarike, ngamashishini amaninzi kunangaphambili esebenzisa iwebhu ukuthengisa iimveliso zawo. Iindleko ze-Adwords zihlala zingaphezulu 50% yexabiso lemveliso, kodwa ibiphantsi kakhulu kwezinye iindawo ezithe nkqo.
Nangona kubiza, I-AdWords sisixhobo esisebenzayo sokuthengisa. Ngoncedo lweAdWords, ungafikelela kwizigidi zabasebenzisi abakhethekileyo kwaye wenze imbuyekezo ebalulekileyo kutyalo-mali lwakho. Unokude ulandelele iziphumo zephulo lakho kwaye ubone ukuba ngawaphi amagama angundoqo avelisa ezona zithuthi zininzi. Ngesi sizathu, le nkqubo sisisombululo esigqibeleleyo kumashishini amancinci amaninzi. Kuya kukunceda ufumane izinga eliphezulu lokuguqulwa kunangaphambili.
Xa useka ibhajethi ye-AdWords, qiniseka ukuba wabela inxalenye yohlahlo lwabiwo-mali lwentengiso lulonke kwiphulo ngalinye. Kuya kufuneka ujolise kuhlahlo lwabiwo-mali lwemihla ngemihla lwePS200. Isenokuba phezulu okanye ngaphantsi, kuxhomekeke kwi-niche yeshishini lakho kunye nesixa setrafikhi olindele ukuvelisa ngenyanga. Yahlula uhlahlo lwabiwo-mali lwenyanga nge 30 ukufumana ibhajethi yakho yemihla ngemihla. Ukuba awuyazi indlela yokumisela uhlahlo lwabiwo-mali olufanelekileyo lwephulo lakho le-AdWords, unokuba udlala ngebhajethi yakho yentengiso. Khumbula, uhlahlo lwabiwo-mali yinxalenye ebalulekileyo yokufunda indlela yokuphumelela ngeAdwords.
Ingaba usebenzisa i-Adwords ukufumana izikhokelo ezininzi okanye ukuthengisa ngaphezulu, kuya kufuneka wenze isigqibo sokuba yimalini ofuna ukuyichitha kunqakrazo ngalunye. I-AdWords yenza abathengi abatsha, kwaye kufuneka wazi ukuba nganye kuzo inexabiso elingakanani, kokubini kwintsebenziswano yokuqala kunye nobomi bonke. Umzekelo, omnye wabathengi bam usebenzisa i-Adwords ukwandisa inzuzo yabo. Kule meko, iphulo lentengiso eliyimpumelelo lingamgcina amawaka eedola kwinkcitho eyinkcitho yentengiso.
