Ithegi: I-arhente yeNtengiso zikaGoogle

Zininzi iindlela zokuphucula iintengiso zakho zeAdwords. Ungakopa kwaye uncamathisele iintengiso ezikhoyo kwiakhawunti yakho, okanye khangela zombini iibhokisi ukwenza utshintsho. Emva kokuba ukhuphele kwaye unamathisele, unokuthelekisa ikopi yakho kunye nesihloko kwezinye iintengiso. Ukuba ikopi ayisebenzi, zama ukuyibhala kwakhona kwaye ujonge amazinga akho okuguqula. Ungade ufune ukwenza utshintsho kwikopi, ngokunjalo. Nazi ezinye iingcebiso zokuphucula umkhankaso wakho we-Adwords:

Iindleko ngokucofa

Ngelixa i-CPC iyinto ebalulekileyo kwintengiso ye-intanethi, kukho iindlela ezithile zokugcina iindleko ziphantsi kolawulo. Ngokusebenzisa iGoogle AdWords, ungabeka iintengiso kuyo nayiphi na iwebhusayithi esekwe kulo naliphi na igama okanye ibinzana. Nokuba loluphi uhlobo lweshishini lakho, Kuya kufuneka ubeke iliso elibukhali kwiintlawulo zikaGoogle ukunqanda ukuya ngaphezulu. Apha ngezantsi kukho iingcebiso eziluncedo onokuthi uzigcine engqondweni xa umisela iindleko zakho ngokucofa.

Iindleko ngokuchofoza kwi-Adwords ziyahluka ngokusekelwe kwimveliso ebhengezwayo. Uninzi lwamaqonga entengiso kwi-Intanethi asekwe kwifandesi, oku kuthetha ukuba abathengisi bahlawula ngokusekelwe kwinani lokucofa abakufumanayo. Iphezulu ababhidi’ iibhidi, kokukhona iintengiso zabo ziya kubonwa kwi-feed yeendaba. Ukuba ishishini lakho lijonge ukugcwala okuphezulu, ii-CPC eziphezulu zinokukunceda ukwandisa ukubonakala kwakho. Ungasebenzisa i-Google Analytics ukuze ubone ukuba yeyiphi amagama angundoqo aguqula okulungileyo.

Ixabiso elifanelekileyo ngokucofa kuya kuxhomekeka kwithagethi yakho ye-ROI. Amashishini amaninzi ajonga umlinganiselo wesihlanu ukuya kwenye owamkelekileyo xa usebenzisa ixabiso ngembonakaliso nganye (CPI) intengiso. Enye indlela yokujonga iindleko ngokucofa njengepesenti yokucofa kwingeniso. Ngokwandisa umyinge wexabiso lomthengi, iCPC yakho iya kuba phezulu. Injongo yokwandisa imbuyekezo kutyalo-mali (I-ROI).

Ukwandisa i-CPC kwiphulo lakho le-Adwords, cinga ukuphucula i-ROI yamanye amajelo akho okuthengisa. Ukufezekisa le njongo kuya kukuvumela ukuba uthathe ithuba lokubuyisela iintengiso kwimidiya yoluntu kunye nokuthunyelwa ngokuthe ngqo. Ukongeza, I-imeyile inokusebenza kunye nawo onke amanye amajelo akho okuthengisa, ukwandisa ishishini lakho kunye nokunciphisa iindleko. Unokulawula uhlahlo lwabiwo-mali ngelixa ukhulisa i-ROI yakho ngokusebenza kunye neNdleko yokuFumana koMthengi. Ngoko, Ingaba ulunde ntoni?

Iindleko ngokufunyanwa

CPA, okanye ixabiso ngokufunyanwa, ilinganisa iindleko zizonke zokufumana umthengi. Isiganeko soguqulo sinokuba yintengo, ukungeniswa kwefomu, ukhuphelo lwesicelo, okanye ucele ukufowunelwa. Ixabiso ngokufunyanwa lihlala lisetyenziselwa ukulinganisa ukusebenza kwemidiya yoluntu, ukuthengisa nge-imeyile, kunye nentengiso ehlawulelwayo. Ngelixa i-SEO ingenazo iindleko zokuthengisa ngokuthe ngqo, kuyenzeka ukuba ufumane uluvo olungcono lwempumelelo yokuthengisa nge-imeyile ngokubala iCPA ngesenzo ngasinye.

Ngoxa i-CPA ibalulekile kulo naliphi na iphulo lokuthengisa, Kunzima ukuthelekisa ngokuchasene nebenchmark eqhelekileyo. Iyahluka ngokubanzi ngokusekelwe kwimveliso, ishishini, kunye nexabiso. Ixabiso eliphantsi ngokufunyanwa kwento nganye, ngcono iphulo lakho lentengiso. Ukubala eyakho iCPA, kufuneka ubale inani leemethrikhi, kuquka izinga lokutsiba kunye notyelelo olulodwa. Ukuba iCPA yakho iphezulu, isicwangciso sakho sokuthengisa sinokudinga ukulungiswa.

Unako kwakhona ukubala CPA kumashishini ngaphandle iimveliso okanye iinkonzo. La mashishini anokulandelela ukuguqulwa, njengokuzaliswa kwefomu kunye nobhaliso lwedemo, usebenzisa iifom. Nangona kunjalo, akukho mgangatho wokumisela ixabiso elifanelekileyo ngokufunyanwa kwento nganye, njengoko ishishini ngalinye kwi-intanethi lineemveliso ezahlukeneyo, amaxabiso, imida, iindleko zokusebenza, kunye namaphulo entengiso. Eyona ndlela ilungileyo yokubala i-CPA kukulandelela ukuba zingaphi iinguquko ezivelisa iphulo lakho lentengiso.

CPA yindlela eqhelekileyo ukulandelela impumelelo kwintengiso injini yokukhangela. Kuyanceda ukubona ukuba yimalini oyichithayo ukufumana umthengi omtsha. I-CPA idla ngokubalwa kuguqulelo lokuqala, njengobhaliso lwefomu okanye ubhaliso lwedemo. Ungaphinda ulandelele kwaye ulinganise impumelelo yeentengiso zakho kwaye ubone ukuba zixabisa malini ukuzifumana. Okukhona ufumana iinguquko ezininzi, kancinci uya kuhlawula ekuhambeni kwexesha.

Izinga loguqulo

Ukuba ujonge ukwandisa izinga lokuguqulwa kwakho kwi-Adwords, kukho izinto ekufuneka uyenzile ukuyiphucula. Ekuqaleni, kufuneka uqonde ukuba leliphi izinga lokuguqulwa. Izinga lokuguqulwa kwiGoogle Adwords yipesenti yeendwendwe ezicofa kwintengiso yakho kwaye ziguqule. Eli zinga lokuguqulwa linokuba nantoni na ukusuka 10% ukuya 30%. Elona nqanaba lokuguqulwa liphezulu ngokuphindwe kathathu ukuya kahlanu kunomndilili woshishino. Ukuze unyuse izinga loguqulo lwakho, kufuneka ulinge ngeentengiso ezahlukeneyo kwaye uvavanye ukuhamba kwewebhusayithi yakho. Oku kuya kukunceda uqonde into esebenzayo nengasebenziyo. Ngaphezu koko, ungathatha ithuba lokumaketha kwakhona ukubuyisela iindwendwe ezibonise umdla kwiimveliso zakho.

Ngokubanzi, umthengisi ngamnye kufuneka ajonge izinga lokuguqulwa okungenani 2.00%. Oku kuthetha ukuba wonke umntu 100 iindwendwe zewebhusayithi, ubuncinane ababini kufuneka bagcwalise ifom yoqhagamshelwano. Kwiinkampani zeB2B, lo mgangatho kufuneka ube ngaphezulu kwesibini. Kwiiwebhusayithi ze-e-commerce, kufuneka ibe ziodolo ezimbini ngekhulu labatyeleli. Nangona kunjalo, kukho iimeko ezithile xa undwendwe lungazalisi ifomu, kodwa uguqulo kufuneka luqhubeke ukubala. Nokuba yeyiphi na imeko, izinga eliphezulu lokuguqulwa kwi-Adwords liya kwandisa ishishini lakho kwaye likhulise i-ROI yakho.

Enye into ebalulekileyo ekuphuculeni izinga lokuguqulwa kukugxila kubathengi bakho abafanelekileyo. Ngokugxininisa kubaphulaphuli abafanelekileyo, uya kukwazi ukubamba umzantsi we-funnel traffic oyifunayo. Ngelixa abathengisi abaninzi bechitha imali eninzi kwiintengiso, yipesenti encinci kuphela eguqulayo. Ukuba ugxininisa kubaphulaphuli abafanelekileyo, uya kukwazi ukwandisa ingeniso yakho kwaye unciphise iindleko zakho. Xa unabathengi abafanelekileyo, izinga loguqulo lwakho liya kunyuka!

Uphando lwamagama angundoqo

Ukuba ufuna iphulo lakho lokuthengisa lisebenze ngokusemandleni, kubalulekile ukuqonda ukubaluleka kophando lwegama elingundoqo. Ukukhetha igama elingundoqo elingalunganga kuya kuchitha ixesha lakho kunye nomzamo, njengabantu abayikhangelayo akunakwenzeka ukuba bakhangele imveliso yakho. Ukusebenzisa iseti ethile yamagama angundoqo kuya kuqinisekisa ukuba ufikelela kubaphulaphuli ekujoliswe kubo. Nazi ezinye iingcebiso zokwenza inkqubo yakho yophando yegama elingundoqo ibe lula. – Funda malunga nomthengi persona. Umthengi persona liqela lamagama angundoqo abonisa injongo yokukhangela efanayo. Inokukunceda ukuba ujolise kubaphulaphuli abathile, kunye nomxholo wobugcisa ngokufanelekileyo.

– Bazi abaphulaphuli bakho. Uphando lwegama elingundoqo lukunika ukuqonda okufunayo ukuze ubone iimfuno zabaphulaphuli bakho ekujoliswe kubo. Ikwakunceda ukuba ufumane amagama angundoqo afanelekileyo kwiwebhusayithi yakho, kwaye ezona zikhuphisana kakhulu. Olu lwazi lunokuba luncedo kwisicwangciso sakho somxholo kunye nesicwangciso sakho sokuthengisa ngokubanzi. Amaxesha amaninzi, abantu bafuna izisombululo kwi-intanethi, kunye nokusebenzisa amagama angundoqo afanelekileyo kunokukunceda ukuba ujolise kubaphulaphuli abafanelekileyo. Okukhona umxholo wakho ujolise ngakumbi, kokukhona itrafikhi engaphezulu onokulindela ukuyifumana.

– Lwazi ukhuphiswano lwakho. Ukusebenzisa izixhobo zophando zamagama angundoqo, ungafumanisa ukuba abakhuphisana bakho bajolise phi kwaye bakhuphisana kangakanani. Qinisekisa ukuba ukhetha amagama angundoqo angakhuphisani ngokugqithisileyo okanye aqhelekileyo. Khetha ii-niches ezinomthamo omkhulu wetrafikhi. Amabinzana afanelekileyo aya kutsala inani eliphezulu labantu. Ekugqibeleni, thelekisa amagama akho angundoqo nabakhuphisana nabo’ umxholo kunye nokubeka. Nje ukuba ube nombono ocacileyo weemfuno zabaphulaphuli bakho, ungaqala ukubhala umxholo ukuzalisekisa ezo mfuno.

Ukwenza intengiso enyanzelisayo

Ukwenza intengiso elungileyo kubalulekile ukuba ufuna ishishini lakho ligqame kwabanye. Isibhengezo esilungileyo kufuneka sibe semxholweni kwaye sisebenzise izinto ezininzi, kwaye uphendule umbuzo anokuthi umfundi abe nawo malunga nemveliso okanye inkonzo yakho. Ukwenza intengiso kulula kwaye kunzima, kuba ihlabathi ledijithali linezikhokelo ezininzi kunye nezixhobo. Nazi izinto ezisixhenxe ekufuneka uzigcine engqondweni xa usenza intengiso eyimpumelelo:

Sebenzisa amagama anamandla – la ngamagama angundoqo atsala umfundi kwaye avuse umdla wabo. Ukusebenzisa igama “wena” kwintengiso yakho yenye yezona ndlela zisebenzayo zokufumana ingqalelo yabaphulaphuli bakho. Abantu basabela kakuhle kwikopi yentengiso egxile kubo, kunokuba ishishini lakho. I “wena” kwikopi yakho yentengiso ijolise kumthengi kumntu ofunda intengiso, kwaye ngoko kwandisa amathuba okuba bacofe kuyo.

Xa udala ikopi yakho yentengiso, khumbula ukubhala isihloko esinyanzelisayo, echaza ukuba yintoni imveliso okanye inkonzo yakho kwaye ibandakanya igama elingundoqo eliphezulu kwiqela lakho leentengiso. Oku kuya kunceda amanqaku akho asemgangathweni wegama elingundoqo. Ukuba unamagama angundoqo amaninzi kwiqela, ungaziva unyanzelekile ukuba ubhale isicatshulwa sentengiso esahlukileyo sesinye ngasinye. Kunoko, cinga malunga nokuba yintoni umxholo opheleleyo weqela leentengiso, kwaye ubhale isicatshulwa malunga namagama angundoqo abonakala ebaluleke kakhulu kwiqela leentengiso.

Ukuba umtsha kwiAdwords, esi sikhokelo sikhawulezayo siya kugubungela iziseko: Uphando lwamagama angundoqo, Iintlobo zephulo, Iibhidi zeCPC, kunye namagama angundoqo angalunganga. Emva kokufunda eli nqaku, uya kulungela ukusungula iphulo lakho lokuqala le-AdWords! Qhubeka ufunda iingcebiso kunye namaqhinga okwenza iphulo lakho libe yimpumelelo. Uya kuba nokuzithemba ngakumbi kunangaphambili! Ngoko qalisa! Kwaye ungalibali ukujonga ezinye izikhokelo zethu ze-Adwords kunye nendlela yokwenza amanqaku ukuze ufumane iingcebiso kunye namaqhinga..

Uphando lwamagama angundoqo

Enye yeendlela ezilungileyo zokufumana amagama angundoqo afanelekileyo kukusebenzisa isixhobo esifana nesixhobo segama elingundoqo le-Bing. I-Bing yinjini yokukhangela yesibini ngobukhulu kwihlabathi, ukusetyenzwa ngaphezulu 12,000 izigidi ezifunayo nyanga nganye. Esi sixhobo siya kukunika uluhlu lweengcebiso zegama elingundoqo ngokusekelwe kumagama akho angundoqo akhethiweyo. Sebenzisa olu luhlu ukwenza umxholo, ukwandisa amathuba akho okutsala iindwendwe ezintsha. Unokusebenzisa olu luhlu ukuphuhlisa umxholo omtsha, njengeposti yebhlog okanye ividiyo.

Uphando lwegama elingundoqo yinkqubo yokuchonga amagama angundoqo asetyenziswa ngabantu ukukhangela iimveliso okanye iinkonzo zakho. Ngokwenza oku, uya kufunda malunga nokuba zeziphi izihloko ezidumileyo kwaye zeziphi iintlobo zomxholo abantu abazikhangelayo. Ukwazi ukuba ngawaphi amagama aphambili adumileyo phakathi kwabaphulaphuli ojolise kubo kuya kukunceda uqonde ukuba zeziphi iintlobo zomxholo oza kuvelisa. Nje ukuba uludwe lwakho lwamagama angundoqo, ungajolisa la magama angundoqo ngokukhuphela intengiso, ukuthengisa kwimidiya yoluntu, kunye nezinye izicwangciso.

Xa uphanda amagama angundoqo, uya kufuna ukugxila kwezo zithe ngqo ngakumbi kunezo ziqhelekileyo. Isizathu silula: ukuba igama elingundoqo libanzi, akunakwenzeka ukufikelela kubaphulaphuli bakho ekujoliswe kubo. Ukuba usebenzisa amagama angundoqo aqhelekileyo, uya kuchitha ixesha kunye nemali. Amagama angundoqo abanzi, kwelinye icala, ayiyi kuzisa itrafikhi eninzi. Xa ufumana amagama angundoqo athile, ubukho bakho kwi-intanethi buya kuba yimpumelelo. Uluhlu lwegama elingundoqo elenziwe kakuhle liya kukuvumela ukuba ujolise kubaphulaphuli abathile kunye nomxholo ochanekileyo.

Kukho izixhobo zamagama angundoqo asimahla kunye neprimiyamu ezinokukunceda ngophendlo lwakho lwamagama angundoqo athile. I-Moz's Keyword Explorer sesinye isixhobo esinjalo, kwaye ibonelela ngeenguqulelo zasimahla kunye neprimiyamu. Uphononongo lukaLarry Kim lweMoz's Keyword Explorer inokukunika umbono wokuba iluncedo njani iMoz's Keyword Explorer.. I-SEMrush sesinye isixhobo esilungileyo segama elingundoqo kunye nenguqulelo yasimahla kunye nehlawulweyo. Ungazama zombini phambi kokuba wenze isigqibo sokugqibela.

Uhlobo lwephulo

Kukho iindlela ezininzi zokwandisa ibhajethi yakho yentengiso ngokusetyenziswa kweentlobo ezahlukeneyo zePhulo ezikhoyo kwi-Adwords. Xa umkhangeli echwetheza igama eliqhelekileyo, Injini yokukhangela izakucebisa iibhrashi zeMorphe kumsebenzisi. Olu hlobo lokukhangela lulungile kwiimpawu ezinolwazi oluphezulu, kuba injongo yeyokuba umkhangeli abe ngumthengi. Ngelixa imivuzo yolu hlobo lwephulo iphezulu, akukho lula ukuguqula abo baphandi babe ngabathengi. Umzekelo, xa umntu efuna “Iibrashi zeMorphe,” intengiso iya kuvela kwiibhrashi zeMorphe ezithengiswa kakhulu. Okufanayo kunokuthiwa nge-eyeshadow palettes.

Olunye uhlobo lwephulo liphulo lomxholo, ebeka iintengiso zakho kwiiwebhusayithi ezifanayo. Olu hlobo lwephulo luluncedo kakhulu kumashishini asekuhlaleni. Olu hlobo lwentengiso lubonisa ulwazi olufanelekileyo lweshishini ngendlela yemizobo esebenzayo. Unokukhetha ukuba ungajolisa phi kwaye ufuna ukuba iintengiso zakho ziqhube ixesha elingakanani. Olu hlobo lwentengiso lunokonyusa ukuvezwa kophawu lwakho kwaye lonyuse ukusebenza kokuthengisa kwakhona. Ukuba uqhuba iphulo le-infographic, iintengiso zakho ziya kubekwa kwiiwebhusayithi ezifanayo.

Kukho ezinye iindlela zokunyusa ukusebenza kwephulo lakho le-Adwords. Iphulo lokukhangela elinophawu linokukunceda ukuba ufumane ukuqonda okubalulekileyo kwinto efunwa ngabaphulaphuli bakho. Imikhankaso yokukhangela ephawulweyo inokukunceda ukuba wenze izikhokelo kunye neenjongo eziphezulu. Umzekelo, ungaqhuba intengiso yewebhusayithi yeshishini lakho, kwaye emva koko usebenzise i-URL yephepha lokufika ukuqhuba ngaphezulu kwetrafikhi. Le yindlela elungileyo yokutsala iindwendwe ezintsha kunye nokunyusa izinga lakho lokuguqulwa.

Ibhidi yeCPC

Usenokuzibuza indlela yokunciphisa ibhidi yakho yeCPC yeAdwords ukwandisa inzuzo. Nangona le yeyona ndlela icacileyo yokwenza oko, yenye kuphela kwiinketho ezininzi. Kufuneka kwakhona ucinge ngokunciphisa eminye imiba yephulo lakho. Ukusebenzisa i-Pathvisit sisixhobo sokuthengisa sonke-in-one esinokulandela umnxeba, guqula iindwendwe ezininzi, kunye nokuvelisa iingxelo zentengiso. Ngokuthoba ibhidi yakho yeCPC, ungawandisa amathuba akho okubona i-ROI ephezulu kunye nenkcitho encinci yentengiso.

Kuxhomekeke kuhlahlo lwabiwo-mali lwakho, Ungacwangcisa ixabiso eliphezulu leCPC ngegama ngalinye elingundoqo okanye iqela lentengiso. Unokuzihlengahlengisa ngokwenza iibhidi zakho, okanye usebenzise ukhetho lokubhida oluzenzekelayo. Ukubhida ngesandla kukuvumela ukuba usete eyona mali iphezulu ozimisele ukuyichitha kwigama elithile elingundoqo okanye iqela leentengiso. Oku kukuvumela ukuba ulawule uhlahlo lwabiwo-mali lwakho kwaye ufumane iqhinga ngakumbi nge-ROI yakho yentengiso kunye neenjongo zeshishini. Kukho iingenelo ezininzi zokusebenzisa ibhidi ngesandla.

Ngelixa uninzi lwabasebenzisi beAdWords basebenzisa ibhidi yeCPC kumaphulo abo, usenokucinga ukusebenzisa enye indlela – CPM. Ngelixa ibhidi yeCPC iluseto olungagqibekanga lwephulo lePPC, I-CPM yeyona ndlela ilungileyo ukuba ufuna iintengiso zakho zibonakale kumaphepha aphezulu eenjini zokukhangela. Xa kuziwa ekulawuleni iindleko, I-CPC yimetric esisiseko. Iya kwahluka kumaphulo ahlukeneyo kunye neentengiso.

Njengayo nayiphi na enye indlela yentengiso, uhlahlo lwabiwo-mali lwemihla ngemihla lubalulekile. Ukuba awuzange upapashe kwi-intanethi ngaphambili, iphulo lokuqala leGoogle Adwords kufuneka liqale kwi $20 – $50 uluhlu, kwaye emva koko uhlengahlengise njengoko kufuneka. Njengoko uqhubeka ukubeka esweni iziphumo, ungatshintsha ibhajethi yakho nangaliphi na ixesha. Ukusebenzisa iGoogle AdWord Tools kunokukunceda ulungelelanise uhlahlo lwabiwo-mali lwakho lwemihla ngemihla ukuze ulungiselele amaphulo akho. Ukuba unobunzima bokulungelelanisa isicelo sakho, IGoogle AdWords Grader sesona sixhobo sinokukunceda wenze ezona zigqibo zilungileyo kwishishini lakho.

Amagama angundoqo angalunganga

Enye indlela yokwandisa ukubaluleka kwentengiso yakho kukubandakanya amagama angundoqo angalunganga kumaphulo akho ePPC. La magama angundoqo akadibanisi ngokuzenzekelayo nombuzo ofanayo. Kufuneka babandakanye izithethantonye, isinye kunye neenguqulelo zesininzi, kunye nezinye iinguqulelo zegama. Umzekelo, ukuba uzama ukulinganisa “intaba,” umkhankaso wakho wegama elingundoqo elibi kufuneka libandakanye ukwahluka okunje ngentaba kunye nentaba. Nangona kunjalo, amagama angundoqo angalunganga awasebenzi ngokuzenzekelayo ngendlela efanayo namaphulo okukhangela, ke qiniseka ukuba uvavanya iindlela ezininzi.

Ukwenza okuninzi kwesi sicwangciso, kufuneka wazi ukuba yeyiphi imigaqo echwethezwa ngabantu kwi-injini yokukhangela kwaye yeyiphi engabalulekanga kwishishini lakho. Ingxelo yoMbuzo woPhando kwi-Adwords iya kukwazisa ukuba yeyiphi imigaqo abantu abayibhalayo ngaphambi kokuba bafike kwiwebhusayithi yakho.. Nje ukuba uyazi ukuba ngawaphi amagama abalulekileyo achwethezwa ziindwendwe zakho kwibhokisi yokukhangela, unokukhetha ukuzifaka kwiphulo lakho lentengiso.

Ngokusebenzisa amagama angundoqo angakhiyo, ungaphucula ukhangelo lwakho ngokubanzi ngokungaquki amagama angenamsebenzi wophendlo. Ungakwazi nokukhuphela ngaphandle umbhalo wentengiso we “amatye abomvu” okanye iinketho ezifanayo. Isiphumo esipheleleyo sokusebenzisa amagama angundoqo angalunganga kukwela phantsi kubaphulaphuli bakho ekujoliswe kubo kwaye ukwandise imbuyekezo yakho kutyalo-mali. Funda indlela yokuzisebenzisa kwi-AdWords ngokufunda eli nqaku. Uya kubona indlela amagama angundoqo angalunganga anokunyusa ngayo inzuzo yakho kwiiveki nje ezimbalwa.

Ukusebenzisa amagama angundoqo angalunganga kwi-Adwords akuyi kuphucula kuphela ukusebenza kwentengiso yakho, kodwa baya kukugcina imali ngokuthoba iindleko zakho ngokucofa (CPC). Ngokunciphisa inani lokucofa okungaguqukiyo, uya konga imali onokuthi uyibeke kwimikhankaso esebenzayo ngakumbi. Kodwa eyona nzuzo iphambili yokusebenzisa amagama angundoqo angalunganga kukuba aya kukunceda uphucule amaxabiso akho okuguqula kwaye unciphise amaxabiso e-bounce..

Ubukrelekrele bokukhuphisana

Iinzuzo zobukrelekrele obukhuphisanayo kwishishini lakho zihamba ngaphezu kokuqonda abo bakhuphisana nabo. Ikunceda ukuba umisele isiphakamiso sabo sokuthengisa esisodwa, abantu ekujoliswe kubo, izicwangciso zamaxabiso, kunye nokuninzi. Ubukrelekrele obukhuphisanayo bukunceda wenze izigqibo eziqhutywa yidatha ezinokwenza iintengiso zakho, amaphulo, kunye neendawo zokuthengisa ezisebenzayo ngakumbi. Olu lwazi lunokukunceda uphucule umgangatho weentengiso zakho kunye namaphulo okuthengisa, kunye nokuchonga amathuba amatsha kunye nezoyikiso ezinokunyusa inzuzo yakho. Makhe sijonge eminye imizekelo yobukrelekrele bokukhuphisana.

Ukufumana ubukrelekrele obukhuphisanayo kuthetha ukwazi abo ukhuphisana nabo’ izicwangciso eziphambili, indlela abasondela ngayo kwintengiso, kwaye ngawaphi amaqhinga abawasebenzisayo ukwandisa imigca yabo esezantsi. Ngokungaphezulu 4.9 izigidi zabasebenzisi be-intanethi, ukuhlala inyathelo elinye phambi kokhuphiswano lwakho kubalulekile kwimpumelelo yeshishini. Ngokutsho kweCrayon's State of Intelligence Market,’ 77% yamashishini ikhankanya ubukrelekrele obukhuphisanayo njengento ebalulekileyo ekuzuzeni isabelo semarike. Ubukrelekrele bokukhuphisana bukwaluncedo kwiimpawu ezijonge ukwandisa ingeniso ngokukhawuleza.

Enye indlela yokuqokelela ubukrelekrele obukhuphisanayo kwiphulo lakho le-Adwords kukubeka iliso kukhuphiswano lwakho. Isixhobo esilungileyo sobuchule sokhuphiswano siya kukuvumela ukuba uthelekise umxholo okhuphisana nabo ababelana ngawo kwaye uya kukwazisa xa umxholo omtsha upapashwa.. Njengokuba, I-BuzzSumo sisixhobo esibalaseleyo sophando, njengoko kuya kukunceda uqonde ukuba zeziphi iintlobo zomxholo okhuphisana nabo ozisebenzisayo ukufikelela kubathengi. Esi sixhobo sobuchule sokhuphiswano sithenjwa ziinkampani ezinjengeHubSpot, Expedia, kunye neTelegraph. Inokukunceda ukuba ufumane indlela abakhuphisana nabo abasebenzisa ngayo umxholo ukuvelisa i-traffic kunye nokuguqulwa.

I-spreadsheet yembonakalo yomgangatho ophezulu yokhuphiswano iya kuqulatha ulwazi malunga neemetrics zomntu ngamnye, amagama enkampani, iintengiso ezinegama, kunye neentengiso ezingaphawulwanga. Kufuneka kwakhona iqulethe iithebhu ezongezelelweyo ezigubungela amagama angundoqo afanelekileyo, iintengiso, amaphepha okumisa, kunye nokuninzi. Ukuba ujonge abantu okhuphisana nabo abathile abaqhuba iimvavanyo, ungaqhubela phantsi ukuze ubone ukuba zeziphi iintengiso zabo kunye namaphepha okuhla aqhuba kakuhle. Ungaqalisa ke ukuthelekisa ezakho iziphumo ngokuchasene nezabo. Ukuba usebenzisa iAdwords yePPC, uya kuba nomphetho ngaphezu kwabo bakhuphisana nabo ukuba uyayazi into oyenzayo.

Kukho iindlela ezahlukeneyo zokuseta iakhawunti yakho ye-Adwords. Kuxhomekeke kwiinjongo zakho, ungasebenzisa enye yezi zakhiwo zilandelayo: Injongo yephulo, Inkqubo yokubhida, kunye Neendleko. Uvavanyo lokwahlula kwakhona lukhetho. Nje ukuba umisele eyona fomati igqwesileyo yephulo lakho, lixesha lokumisela indlela yokuchitha ibhajethi yakho yentengiso. Apha ngezantsi kukho iingcebiso zokukunceda uqalise. Ukudala amaphulo asebenzayo, funda esi sikhokelo.

Iindleko

Iindleko ze-Adwords ziyahluka ngokuxhomekeka kwiinguqu ezininzi. Ixabiso eliphakathi lijikeleze $1 ukuya $5 ngonqakrazo ngalunye, ngelixa iindleko zeNethiwekhi yokuBonisa zisezantsi kakhulu. Amanye amagama angundoqo abiza kakhulu kunamanye, kwaye ukhuphiswano phakathi kwemarike lukwachaphazela iindleko. Amagama angundoqo e-Adwords axabisa kakhulu ahlala ebiza kakhulu kunomndilili, kwaye ihlala iphantsi kweemarike ezikhuphisana kakhulu, njengamashishini omthetho kunye ne-inshorensi. Nangona kunjalo, nokuba iindleko eziphezulu, I-Adwords iseyeyona ndlela ibalaseleyo yokuthengisa ishishini lakho kwi-Intanethi.

Nangona i-CPC inganikeli ukuqonda okuninzi iyodwa, sisiqalo esihle sokuqonda iindleko ze-Adwords. Enye i-metric eluncedo yi-CPM, okanye ixabiso-ngewaka ngalinye. Le metric ikunika umbono wokuba yimalini oyichitha kwiintengiso, kwaye iluncedo kuzo zombini ii-CPC kunye namaphulo e-CPM. Iimpawu zokuthengisa zibalulekile ekusekeni iphulo lentengiso yexesha elide.

Iindleko ze-Adwords sisixa seendleko zakho ngokuchofoza (CPC) kunye nexabiso lemibono yewaka ngalinye (CPM). Le mali ayiquki ezinye iindleko, njengokusingatha iwebhusayithi yakho, kodwa imele uhlahlo lwabiwo-mali lwakho lulonke. Ukumisela uhlahlo lwabiwo-mali lwemihla ngemihla kunye nebhidi ephezulu kunokukunceda ukulawula iindleko zakho. Ungakwazi nokuseta iibhidi kwigama elingundoqo okanye inqanaba leqela leentengiso. Ezinye iimetrics eziluncedo zokubeka iliso ziquka indawo ephakathi, ekuxelela ukuba intengiso yakho ibekwa njani phakathi kwezinye iintengiso. Ukuba awuqinisekanga malunga nendlela yokuseta iibhidi zakho, ungasebenzisa ulwazi lweFandesi ukubona ukuba abanye abathengisi bahlawula malini.

Ukongeza kuhlahlo lwabiwo-mali lwakho, izinga lakho lomgangatho lichaphazela ixabiso le-Adwords. I-Google ibala iindleko zephulo le-Adwords ngokusekelwe kwinani labathengisi abaneentengiso zegama elithile elingundoqo. Ukuphakama komgangatho wakho wokulinganisa, iindleko ezisezantsi ngonqakrazo ngalunye ziya kuba. Kwelinye icala, ukuba umgangatho wakho uphantsi, uya kuhlawula kakhulu kunokhuphiswano lwakho. Ngoko, kubalulekile ukuqonda uhlahlo lwabiwo-mali lwakho lwe-Adwords ukuze uhlale ngaphakathi kwaye ubone iziphumo ezilungileyo.

Inkqubo yokubhida

Utshintsho kwinkqubo yokubhida kunye nenkqubo ehambelanayo kwi-Adwords inabagxeki abaninzi abagxeka iGoogle. Ngaphambili, umthengisi wekhonkco lehotele unokubiza igama “ihotele,” ukuqinisekisa ukuba intengiso yakhe iya kufikelela phezulu kwi-SERPs. Kwakhona kwakuthetha ukuba iintengiso zabo ziya kuvela kumabinzana aqulathe eli gama “ihotele.” Oku kwaziwa njengomdlalo obanzi. Kodwa ngoku, ngotshintsho lukaGoogle, ezi nkqubo zimbini azisahlukanga kangako.

Kukho izicwangciso ezininzi ezikhoyo zokwandisa ukucofa kwakho kuhlahlo lwabiwo-mali. Ezi zicwangciso zifanelekile ukuba ufuna ukwandisa izinga lakho lokuguqulwa kwaye ufumane umthamo ongaphezulu. Kodwa qaphela ukuba uhlobo ngalunye lwesicwangciso sokubhida luneenzuzo zalo. Apha ngezantsi kukho iintlobo ezintathu eziphambili zenkqubo yokubhida kunye neenzuzo zazo. Ukuba umtsha kwiAdwords, olona khetho lungcono kukuzama iqhinga loNxibelelaniso loGuqulo, elungisa ngokuzenzekelayo iibhidi zokwandisa iinguquko.

Amacebo okubhida okuzenzekelayo athatha uqikelelo ngaphandle kweentengiso ezihlawulelwayo, kodwa usenokufumana iziphumo ezingcono ngeendlela zezandla. Ibhidi yimali ozimisele ukuyihlawula ngegama elithile elingundoqo. Kodwa khumbula ukuba ibhidi ayichazi isikhundla sakho; UGoogle akafuni ukunika indawo ephezulu kumntu ochitha imali eninzi kwigama elingundoqo. Yiyo loo nto kufuneka ufunde malunga nenkqubo yefandesi ngaphambi kokuba uyisebenzise.

Ukubhida ngesandla kukuvumela ukuba ulawule isixa sebhidi kwintengiso nganye. Ungasebenzisa iNkqubo yokuThengisa ukusika ibhajethi yakho xa iintengiso zingasebenzi kakuhle. Njengokuba, ukuba imveliso yakho ithandwa kakhulu, ungafuna ukusebenzisa umdlalo obanzi endaweni yomdlalo ngqo. Umdlalo obanzi lukhetho olungcono kukhangelo jikelele, kodwa iya kukubiza kancinci. Kungenjalo, ungakhetha eyona match okanye ibinzana elihambelanayo.

Injongo yephulo

Kukho iindlela ezininzi zokuseta injongo yephulo kwiGoogle Adwords. Unokubeka uhlahlo lwabiwo-mali lwemihla ngemihla, elilingana notyalo-mali lwakho lwenyanga lwephulo. Emva koko, wahlule elo nani ngenani leentsuku enyangeni leyo. Emva kokuba uzimisele uhlahlo lwabiwo-mali lwakho lwemihla ngemihla, unokuseta isicwangciso sakho sebhidi ngokufanelekileyo. Ukwengeza, iinjongo zomkhankaso zinokumiselwa kwiintlobo ezahlukeneyo zetrafikhi. Kuxhomekeke kwiinjongo zakho zephulo, ungakhetha ukujolisa nokuba ziindawo ezithile okanye abaphulaphuli abathile.

Injongo yephulo yeyona nto iphambili kulo lonke iphulo. Injongo kufuneka ichaze ngokucacileyo oko kufuneka kuguqulwe ukuze iphulo libe yimpumelelo. Kufuneka ibe mfutshane kangangoko, kwaye kufuneka ibhalwe ngendlela yokuba bonke abo babandakanyekayo kweli phulo bayiqonde. Usukelo nalo lufanele lungqale, inokufikeleleka, kunye nenyani. Oku kunceda ekumiseleni izibonelelo ezifunekayo ukuphumeza loo njongo. Ukusebenzisa iithiyori zotshintsho, ungazibekela usukelo olusengqiqweni lwephulo lakho.

Ukwahlula iintengiso zovavanyo

Kukho amanyathelo amabini asisiseko okwahlulahlula-ukuvavanya iintengiso zakho kwiiAdwords zikaGoogle. Ekuqaleni, kufuneka wenze iintengiso ezimbini ezahlukeneyo kwaye uzibeke kwiqela lakho leentengiso. Emva koko, uya kufuna ukucofa kuyo nganye ukuze ubone ukuba yeyiphi eyenza ngcono. Ungabona ke ukuba yeyiphi inguqulelo yentengiso yakho esebenza ngakumbi. Ukwenza uvavanyo lokwahlula-hlula lusebenze kangangoko, landela la manyathelo angezantsi.

Yenza iiseti ezimbini ezahlukeneyo zentengiso kwaye usete ibhajethi yentengiso nganye. Intengiso enye iya kubiza kancinci, ngelixa enye ibiza ngaphezulu. Ukumisela ibhajethi yakho yentengiso, ungasebenzisa isibali sebhajethi yephulo. Ngenxa yokuba iimvavanyo zokwahlula zibiza imali eninzi, uya kugqiba ulahlekelwe yimali, kodwa uya kwazi ukuba iiseti zakho zentengiso ziyasebenza. Ukuba iiseti ezimbini zentengiso ziyafana, qiniseka ukuba uluhlengahlengisa uhlahlo lwabiwo-mali lwakho ngokufanelekileyo.

Emva kokuba ukhethe amaqela amabini eentengiso, khetha eyona inokwenza elona nani liphezulu lonqakrazo. UGoogle uya kukuxelela ukuba yeyiphi ephumelele ngakumbi. Ukuba intengiso yakho yokuqala ifumana okona kucofa kakhulu, ke luphawu oluhle. Kodwa iqela lesibini le-ad linereyithi yokucofa esezantsi. Uya kufuna ukuthoba ibhidi yakho xa ulindele ukubona eyona CTR iphezulu ukusuka kwelinye iqela leentengiso. Le ndlela, unokuvavanya impembelelo yeentengiso zakho kuguqulelo lwakho.

Enye indlela yokwahlulahlula iintengiso zikaFacebook kukuhlela iphulo lakho elikhoyo. Ukwenza oku, hlela iiseti zentengiso yakho kwaye ukhethe i Yahlula iqhosha. I-Facebook iya kwenza ngokuzenzekelayo iseti entsha yentengiso kunye notshintsho kwaye ibuyisele eyona nto yokuqala. Uvavanyo lokwahlula luya kuqhuba de ucwangcise ukuba luyeke. Ukuba uvavanyo lwakho lokwahlulahlula luphumelele, kufuneka uqhubeke nephulo kunye neziphumo zovavanyo lwakho. Ungafuna ukwahlula iintengiso zibe ngamaphulo amabini okanye amathathu ahlukeneyo.

I-ROI

I-injini yokuthengisa intengiso yindlela eneendleko zokufikelela kumathuba afanelekileyo ngexesha elifanelekileyo. Ikwabonelela ngakumbi ngomkhondo, ikuvumela ukuba ubone ukuba zeziphi iintengiso okanye amagama okukhangela abangele ukuthengiswa. Nangona kunjalo, abathengisi kufuneka bayazi indlela yokwandisa i-ROI ngokukhetha amagama angundoqo afanelekileyo, ukwaba uhlahlo lwabiwo-mali olufanelekileyo kunye nezicwangciso zokuhlenga-hlengisa njengoko kuyimfuneko. Eli nqaku lixoxa ngezinto ezibalulekileyo zokugcina engqondweni ukwandisa i-ROI nge-Adwords. Funda ngakumbi ukuze ufunde ngakumbi.

Xa ubala i-ROI ye-Adwords, kubalulekile ukukhumbula ukuba unqakrazo lwewebhusayithi alusoloko luguqulela kwiintengiso. Uya kufuneka ulandelele ukuguqulwa ukubala i-ROI ye-Adwords. Oku kunokwenziwa ngokukhokelela kwiifowuni zeefowuni, kunye nokulandela umkhondo de undwendwe lufike kumdlalo wokugqibela “Enkosi” iphepha. Njengalo naliphi na iphulo lokuthengisa, i-ROI iya kuxhomekeka ekubeni zingaphi iindwendwe zakho eziqhutywa ziintengiso zakho kwiwebhusayithi yakho. Ukwenza oku, kufuneka ukhethe amagama angundoqo ngenjongo yokuthenga.

Ukuphucula i-ROI yakho ye-Adwords, cinga ukongeza izandiso kwiintengiso zakho. Ukusebenzisa izandiso zephepha lokufika kuya kukunceda utsale iindwendwe ezijoliswe kuzo. Ukongeza kwisandiso segama elingundoqo, Ungasebenzisa kwakhona ii-callouts okanye izandiso zendawo. Le yokugqibela yongeza iqhosha lokufowuna eliphilayo kwiwebhusayithi yakho. Unokusebenzisa uphononongo kunye nekhonkco lesayithi ukwalathisa abantu kumaphepha anxulumeneyo. Kuya kufuneka uvavanye iinketho ezahlukeneyo ngaphambi kokuzinza kwezilungileyo. Ukuba ufuna ukwandisa i-ROI, qiniseka ukuba uvavanya yonke into.

Uhlalutyo lukaGoogle lukuvumela ukuba uthege ngokuzenzekelayo amaphulo e-Adwords nge-auto-tagging. Iingxelo ziya kukubonisa i-ROI yamaphulo e-Adwords. Kufuneka kwakhona ungenise idatha yakho yeendleko kwiinkonzo zokuthengisa ezihlawulwayo kwi-Google Analytics ukujonga ukusebenza kwazo. Ukwenza oku kuya kukunceda ukuba ubeke iliso kwiindleko zakho zentengiso, ingeniso kunye ne-ROI. Olu lwazi luya kukuvumela ukuba wenze izigqibo ezingcono malunga nokuba ungayityala phi imali yakho. Kwaye esi sisiqalo nje. Ungakwazi ukulandelela ngokulula i-ROI ye-Adwords ngokulandela ezi zikhokelo.

Xa umisela iphulo lakho, UGoogle uyakukwenzela amaqela eentengiso. Oku kuya kwenza ukulawula iintengiso zakho kube lula. Iqela ngalinye lentengiso linentengiso enye, igama elinye okanye amaninzi angundoqo, kunye nokuba kungqamaniso olubanzi okanye ukuhambelana kwebinzana. UGoogle useta igama lakho eliphambili kumdlalo obanzi ukuze abasebenzisi bachwetheze amagama akho aphambili naphi na. Ngesiqhelo, oku kusebenza ukuba ngowona mdlalo ubalaseleyo. Emva koko uya kufuna ukulungisa iindleko ngokucofa, ixabiso ngembono nganye, kunye neendleko ngokufunyanwayo ukuze zihambelane nebhajethi yakho kunye neenjongo.

Iindleko ngokucofa

Iindleko ezifanelekileyo ngokucofa kwi-Adwords zichongwa ngokumisela i-ROI yakho ekujoliswe kuyo. Kumashishini amaninzi, iisenti ezintlanu ngonqakrazo ngalunye zanele. Enye indlela yokubonakalisa oku lixabiso ngokufunyanwa kwento nganye, okanye 20% yengeniso. Ukwandisa i-ROI, cinga ngokuthengisa abathengi bakho abakhoyo ukunyusa umyinge wexabiso lentengiso nganye. Ukumisela ukuba ungayijolisa njani iCPC yakho, sebenzisa izinga lokuguqulwa kwetshathi engezantsi. Ukusebenzisa le tshathi, unokwenza isigqibo malunga nokuba ubize ntoni ngegama ngalinye elingundoqo kunye nentengiso.

Eyona ndlela isebenzayo yokuthoba iCPC yakho kukujolisa amagama angundoqo anomsila omde. La magama angundoqo anomthamo ophantsi wokukhangela kwaye akanakutsala uphendlo olungenamsebenzi. La magama angundoqo athande ukuba neNqaku loMgangatho ophezulu, oluluphawu lokufaneleka kunye nexabiso eliphantsi ngokuchofoza. I-Adwords CPC isekwe kwishishini okulo kunye namanqanaba okhuphiswano. Ukhuphiswano ngakumbi ishishini lakho, iphezulu iCPC.

Kukho iindlela ezininzi zokuseta ubuninzi beeCPCs, kuquka ukubhida okuzenzekelayo kunye ngesandla. Ibhidi ye-Manual yeendleko-ngonqakrazo lolona hlobo luqhelekileyo lwe-CPC. Indlela ye-manual ibandakanya ukulungiswa kwe-CPC ephezulu ngesandla, ngelixa ibhidi ezenzekelayo isebenzisa isoftware elungelelanisa ngokuzenzekelayo obona bukhulu beCPC bulungiselelwe wena. Ukuba awuqinisekanga ukuba yeyiphi indlela efanelekileyo kwishishini lakho, UGoogle unikezela ngeengcebiso. Kodwa nokuba yeyiphi na oyikhethayo, kufuneka ulandele iingcebiso ezivela kwi-arhente eqinisekisiweyo kaGoogle.

Intengiso yokuhlawula ngokucofa isekelwe kwinkqubo yefandesi. Njengoko umpapashi edwelisa amaxabiso okuhlawula ngokucofa, abathengisi bakhululekile ukukhetha ukuba yeyiphi elungele uhlahlo lwabiwo-mali lwabo. Nje, Ixabiso eliphezulu lokucofa, Ixabiso eliphezulu ngonqakrazo ngalunye. Nangona kunjalo, ungathethathethana nomshicileli wakho ukuze uthethe ngexabiso eliphantsi ngokucofa, ngakumbi ukuba usayina isivumelwano sexesha elide okanye esixabisekileyo.

Ngelixa ixabiso-ngokuchofoza lihluka kakhulu, umyinge wonqakrazo olunye ujikeleze $1 ukuya $2 kwiAdWords zikaGoogle. Kwinethiwekhi yokubonisa, I-avareji ye-CPCs ingaphantsi kwedola. Kuxhomekeke kukhuphiswano, ungachitha kangangoko $50 ngonqakrazo ngalunye. Umzekelo, ishishini lezindlu nomhlaba lingachitha $10000 ukuya $10000 kwi-Adwords ngonyaka ngamnye. Nangona kunjalo, ukuba ujonge umxhasi omtsha, ungachitha kancinci kangangoko $40 ngonqakrazo ngalunye.

Amagama angundoqo angalunganga

Unokugcina iindleko phantsi ngokusebenzisa amagama angundoqo angalunganga kwimikhankaso yakho ye-Adwords. Kubalulekile ukukhumbula ukuba akuyiyo yonke imibuzo yokukhangela efanelekileyo kwiphulo lakho, ke kuya kufuneka wongeze amagama angundoqo angalunganga kumaqela akho eentengiso kunye namaphulo. Ukuba awuqinisekanga ngendlela yokusebenzisa amagama angundoqo angalunganga, funda kwisikhokelo senyathelo nenyathelo. Kukho iindlela ezininzi zokusebenzisa amagama angundoqo angalunganga kwi-Adwords. Nazi ezinye iindlela zokuzisebenzisa.

Enye yeendlela ezilungileyo zokufumana amagama angundoqo angalunganga kukwenza uphando lukaGoogle. Chwetheza nje igama ozama ukujolisa kwaye ubone ukuba kuza ntoni. Kuya kufuneka ke wongeze nawaphi na amagama okukhangela angahambelani nephulo lakho kuluhlu lwegama elingundoqo elibi. Ukuba awuqinisekanga ukuba ngawaphi amagama angundoqo ongawongeza, khangela iKhonsoli yakho yoPhendlo lukaGoogle okanye uhlalutyo loluhlu lwamagama angundoqo angalunganga. Nje ukuba wongeze amagama abalulekileyo kwiphulo lakho le-Adwords, uya kuba noluhlu lweentengiso ezinganxulumananga ukuba uziphephe.

Enye indlela yokuphucula i-CTR kukusebenzisa amagama angundoqo angalunganga. Ukusebenzisa amagama angundoqo angalunganga kuya kuqinisekisa ukuba iintengiso zakho zivela ngokuchasene namagama okukhangela afanelekileyo, ukunciphisa inani lokucofa okuchithwayo. Iya kwandisa umyinge weendwendwe ezifanelekileyo kwiphulo lakho kwaye iphucule i-ROAS. Inzuzo yokugqibela yokusebenzisa amagama angundoqo angalunganga kukuba awuyi kuhlawulela iintengiso ezingahambelani nemveliso okanye inkonzo yakho.. Oko kuthetha ukuba ungagcina imali kwibhajethi yakho yentengiso.

Ukusebenzisa amagama angundoqo angalunganga kwi-Adwords kunokugcina ixesha kunye nemali ngokuvimba ukukhangela okungenamsebenzi. Unokwenza amagama angundoqo angalunganga afanelekileyo kwimveliso yakho njengegama elingundoqo olifunayo. Umzekelo, ukuba ufuna ukuthengisa iimveliso ezinxulumene nempilo simahla, sebenzisa igama elithi 'simahla'. Abantu abafuna ukhathalelo lwempilo lwasimahla okanye imisebenzi banokungabikho kwimarike ojolise kuyo. Ukusebenzisa amagama angundoqo angalunganga yindlela efanelekileyo yokugcina uhlahlo lwabiwo-mali olulahlekileyo phantsi kolawulo.

Iindleko ngembono nganye

Iindleko ngembono nganye (CPM) yeyona metric ephambili yokulandelela kwintengiso ye-intanethi. Le metric ilinganisa iindleko zamaphulo entengiso, kwaye isetyenziswa rhoqo ekukhetheni imidiya. Yeyona ndlela ilungileyo yokulandela ulwazi olukwinqanaba eliphezulu lenkampani kwaye ugqibe ukuba yimalini enokuthengiswa kwiintlobo ezahlukeneyo zentengiso.. Kwiimeko ezininzi, I-CPM ingasetyenziselwa ukuqikelela ukusebenza kwephulo lokuthengisa. Ngaphandle kokuba yimetric ebalulekileyo ukulandelela, I-CPM ikwanceda abathengisi babone ukuba zeziphi iiqonga ezisebenza ngakumbi ekufezekiseni iinjongo zabo.

Ii-CPM zonyukile ukususela kwi-Q3 2017 kodwa zange ziguquguquke kakhulu ukusukela ngoko. Kwi-avareji, abathengisi bahlawulwe $2.80 ngewaka ngalinye lemibono kwi-Q1 2018, ukwanda okuthobekileyo kodwa okuzinzileyo. Ukusukela kwi-Q1 2018, abathengisi bahlawulwe $2.8 ngewaka lemibono, phezulu idola ukusuka Q1 2017. Okuchasene, Ii-CPCs kwiNethiwekhi yokuBonisa kaGoogle bezibuyile $0.75 ngonqakrazo ngalunye, okanye malunga 20 iisenti eziphezulu kune-Q4 2017.

Ngelixa imiboniso yentengiso yasimahla isebenza ngakumbi kuneentengiso ezihlawulelwayo, azifanelanga iindleko. Ezi “ayaziwa” ukukhangela kwenzeka yonke imihla. Oku kuthetha ukuba uGoogle akanakuqikelela injongo yokukhangela, kodwa inokuqikelela ukuphindaphinda kwamagama athile angundoqo, njenge “i-inshurensi yemoto,” kwaye emva koko ulungise iintengiso zayo ngokusekwe kuloo magama angundoqo. Emva koko, abathengisi bahlawula kuphela ucofo abalufumanayo.

Ngelixa ii-CPC kumaqonga eendaba ezentlalo ziyahluka, ixabiso ngembono nganye lidla ngokuba phezulu kakhulu. Umzekelo, I-CPC kaFacebook $0.51 ngokwembono nganye, ngelixa iCPC ye-LinkedIn i $3.30. Amaqonga eendaba ezentlalo afana ne-Instagram kunye ne-Twitter ayabizi kakhulu, nge-avareji yeCPC ye $0.70 ukuya $0.71 ngokwembono nganye. Ezi ntengiso ziya kubonisa kuphela ukuba ibhajethi ihlaziywa yonke imihla. Le ndlela, abathengisi akufuneki bakhathazeke malunga nokuchitha ngaphezulu okanye ukuchitha ngaphezulu kunokuba kufuneka.

Iindleko ngokufunyanwa

Enye yezona zinto zibalulekileyo ekufuneka ziqwalaselwe xa ubhida kwintengiso kwi-Adwords lixabiso lokufunyanwa ngakunye.. Inokusuka naphi na ukusuka kwiidola ezimbalwa ukuya ngaphantsi $100, kunye ne-avareji CPA yi $0.88. Isizathu sokuba eli nani libephantsi kakhulu kukuba uninzi lwabathengisi abasayi kubhida phezulu kakhulu kwiintengiso zabo. Umzekelo, ukuba iikawusi zeeholide zibiza $3, ibhidi $5 kuba elo xesha aliyi kusebenza.

Ngelixa kubalulekile ukwazi ukuba amaphulo akho entengiso akubiza malini, kuyenzeka ukubala i CPA ngokusekelwe kuguqulo lwakho. Ukuba uguqulo lwenzekile okanye hayi kunzima ukumisela, kodwa inokwenziwa ngokulandela umkhondo wokuzalisa iifom kunye nokubhaliswa kweedemo. Nangona kunjalo, akukho mgangatho jikelele wokumisela iindleko ngokufunyanwayo, kwaye ishishini ngalinye kwi-intanethi liya kuba nemveliso eyahlukileyo, ixabiso, imida, iindleko zokusebenza, kunye nephulo lentengiso.

Iindleko ngokufunyanwa, okanye CPA, ibhekisa kwisixa semali umthengisi ayichithayo kuguqulo ngalunye oluveliswa ziintengiso zabo. Oku kubandakanya intengiso, Ukucofa, iifom, imirhumo yencwadana, kunye nezinye iifom. Abakhangisi ngokubanzi baya kuthethathethana ngale reyithi kunye neenethiwekhi zentengiso, kodwa kufanele kuphawulwe ukuba asingabo bonke abaya kuvumelana nayo. Nje ukuba uthethe ngexabiso nomthengisi, Ixabiso lokufunyanwa linokumiselwa.

Iindleko zokufumana enye i-metric ebalulekileyo yokulandelela kwinkqubo yentengiso. Xa uthatha isigqibo sokuchitha imali kwi-CPA, Kuya kufuneka uqikelele ukuba yimalini na oza kuyidinga ukuze uvelise intengiselwano yokuthengisa. Abasebenzisi beAdWords banokulinganisa impumelelo yeentengiso zabo ngokuvavanya ukuba zixabisa malini na ngokwexabiso lokuguqulwa olwenziwa yintengiso nganye.. Ixabiso ngokufunyanwa lihlala linxulunyaniswa nomjelo othile wokuthengisa, ngoko ke iphezulu iCPA, kokukhona umthengisi eza kwenza inzuzo.

Unokusebenzisa iGoogle Adwords ukuthengisa iwebhusayithi yakho. Inkqubo ilula kakhulu: kufuneka wenze i-akhawunti, khetha amagama angundoqo ambalwa afanelekileyo, kwaye uqale ukubabiza. Nantsi indlela yokwandisa izinga lokucofa kwaye uqale ukuthengisa iwebhusayithi yakho! Ngethemba lokuba eli nqaku liza kukunceda uqalise nge-Adwords. Ukuba akukho njalo, unokufunda ngakumbi malunga neziseko zentengiso kuGoogle kweli nqaku. Kude ibe lilixa elizayo, ibhidi yolonwabo!

Intengiso kuGoogle

Unokubhengeza kwinkqubo yeGoogle Adwords ngokubhida amagama angundoqo afanelekileyo kwishishini lakho. Intengiso yakho iya kubonakala xa abathengi abanokubakho bekhangela kuGoogle amagama aphambili onqwenela ukuwajolisa. UGoogle uya kuthatha isigqibo sokuba zeziphi iintengiso ezivela kwiphepha leziphumo zophendlo, kwaye iphezulu ibhidi yakho, kokukhona intengiso yakho iya kubekwa. Into ephambili kukubamba abathengi abanokubakho’ amehlo kwaye ubaqinisekise ukuba bacofe kwintengiso yakho. Apha ngezantsi kukho iingcebiso zokwenza intengiso yakho isebenze ngakumbi.

Iintengiso kuGoogle zinokusebenza kakhulu ukuba imveliso okanye inkonzo yakho ibalulekile kubathengi’ iimfuno. Olu hlobo lwentengiso lunokujoliswa kakhulu kubaphulaphuli bakho ngendawo, ubudala, kunye namagama angundoqo. UGoogle ukwabonelela ngeentengiso ekujoliswe kuzo ngokuxhomekeke kwixesha lemini. Uninzi lwamashishini asebenzisa iintengiso zawo kuphela phakathi evekini, ukusuka 8 AM ukuya 5 PM. Abazenzi iintengiso ngeempelaveki, kodwa ngeentsuku zeveki, ungajolisa intengiso yakho kubathengi abanokubakho ngokusekelwe xa bekwi-intanethi.

Xa usebenzisa iGoogle Adwords, kukho iindidi ezimbini ezisisiseko zeentengiso. Uhlobo lokuqala luPhendlo, ebonisa intengiso yakho nanini na umntu ekhangela imveliso okanye inkonzo yakho. Iintengiso zokubonisa zidla kancinci, kodwa azijoliswanga njengemibuzo njengeentengiso zokukhangela. Amagama angundoqo ngamagama okukhangela abantu abawachwetheza kuGoogle ukufumana imveliso okanye inkonzo. Kwiimeko ezininzi, UGoogle uyakuvumela ukuba usebenzise amagama angundoqo ukuya kuthi ga kwishumi elinesihlanu, kodwa ungasoloko ulonyusa inani kamva.

Kwishishini elincinci, ukuhlawula-ngokuchofoza intengiso inokuba sisisombululo esihle kakhulu. Kuba kufuneka uhlawule kuphela ngonqakrazo ngalunye, intengiso yokucofa intlawulo ingabiza, kodwa abathengisi abahlakaniphile bakha amaphulo abo ukutsala abantu abafanelekileyo kwiwebhusayithi yabo. Oku kuya kwandisa ukuthengisa kwabo ekugqibeleni. Kwaye ukuba ishishini lakho liqala nje, le ndlela ifanelekile ukujonga. Kodwa khumbula ukuba izinto ezingathandekiyo azikho kwintando yakho xa kufikwa kusetyenziso lokukhangela lwendalo (SEO).

Ukubhida kumagama angundoqo

Xa uqala ukubiza amagama angundoqo kwi-Adwords, kufuneka uthathele ingqalelo kwiCTR yakho (nqakraza kwireyithi) ingxelo. Le ngxelo iya kukunceda uvavanye izimvo ezintsha kwaye uhlengahlengise ibhidi yakho ngokufanelekileyo. Ukwengeza, kufuneka ubeke iliso isicwangciso sakho rhoqo. Intengiso yokukhangela itshintsha ngokukhawuleza, kwaye kufuneka uhambisane neendlela zamva nje. Funda ngakumbi ngesi sihloko, okanye uqeshe ingcali yokuphatha amaphulo akho. Nazi ezinye iingcebiso zokwandisa uhlahlo lwabiwo-mali lwakho.

Ekuqaleni, misela uhlahlo lwabiwo-mali okhululekile ukuyisebenzisa kwiintengiso zakho. Khumbula ukuba uninzi lwabantu alujongi ngaphaya kweziphumo ezimbalwa zokuqala kukhangelo lukaGoogle, ngoko ke kunyanzelekile ukuba uvele phezulu kwiiSERPs. Isixa osibhidayo kwigama elingundoqo ngalinye liya kugqiba ukuba yimalini oyichithayo iyonke kunye nokuba uya kubonakala kangakanani kwiphepha lokuqala. Ngegama ngalinye elingundoqo, UGoogle uyingenisa kwifandesi enoyena mntu uphezulu.

Unokusebenzisa amagama angundoqo angalunganga ukunciphisa iibhidi zakho kukhangelo olungenamsebenzi. Amagama angundoqo angalunganga ayinxalenye yokujolisa okungalunganga kwaye anokuthintela ekubhideni kumagama angundoqo angahambelaniyo neshishini lakho.. Le ndlela, Iintengiso zakho ziya kuvela kuphela kwimibuzo yophendlo equka amagama angundoqo angakhiyo. Okukhona igama elingundoqo lingalunganga, Okuya kusezantsi isicelo sakho. Unokukhetha amagama angundoqo angalunganga kwiqela lakho lentengiso ukuze uwasuse kwiphulo lakho.

Xa ubhida kumagama angundoqo, qwalasela amanqaku akho omgangatho. UGoogle ujonga izinto ezintathu xa evavanya umxholo wentengiso kunye nokufaneleka. Amanqaku aphezulu aphezulu luphawu lokufaneleka kwewebhusayithi. Umxholo wakho unakho ukuvelisa ithrafikhi ebalulekileyo, ngoko ke cinga ukulungisa isicelo sakho ngokufanelekileyo. Emva kokuba iintengiso zakho zibukhoma, uya kufumana idatha malunga nokusebenza kwephulo lakho kwaye uhlengahlengise ibhidi yakho ngokufanelekileyo.

Ukwenza iintengiso

Kukho izinto ezininzi ekufuneka uzigcine engqondweni xa usenza iintengiso kwi-Adwords. Into enye, kufuneka usazi ubume beqonga, kwaye usebenzise izixhobo ze-SEO ezifana ne-Keyword Planner kunye ne-enaka ye-Google ukufumana amagama abalulekileyo afanelekileyo. Emva koko, bhala umxholo wakho wentengiso kwaye ulungise intengiso ukuze ufumane okona kucofa kakhulu ngereyithi. Emva koko, yipapashe kwiwebhusayithi kaGoogle ukufumana inani eliphezulu leembono kunye nokucofa.

Nje ukuba intengiso yakho yenziwe, Kuya kufuneka uyiqwalasele igrama kunye neempazamo zopelo. UGoogle ubonisa iintengiso zakho ngenye indlela, ngoko kubalulekile ukubona ukuba yeyiphi eyenza ngcono. Xa sele uphumelele, cela umngeni kuyo ukuyiphucula. Ukuba unengxaki yokubhala intengiso yakho, ungajonga nokuba benza ntoni okhuphisana nabo. Khumbula ukuba akulindelekanga ukuba uyile ivili – akukho mfuneko yokubhala intengiso ukuba unokufumana into esele ikhona esebenzayo!

Xa udala iintengiso ze-Adwords, kubalulekile ukukhumbula ukuba intengiso nganye iya kulahleka elwandle lomxholo. Ithuba lokuthatha indawo nganye lincinci kakhulu. Ngoko ke, kubalulekile ukwazi iinjongo zokugqibela zabathengi bakho ngaphambi kokudala iintengiso zakho. Umzekelo, ukuba ishishini lakho ligxile kumayeza e-acne, ungafuna ukujolisa kubasebenzisi abafuna iyeza le-acne. Ukusebenzisa ezi njongo zokugqibela kuya kunceda iintengiso zakho zigqame kukhuphiswano.

Ukuphucula izinga lokucofa

Ukuphucula izinga lokucofa kubalulekile ekwandiseni imbuyekezo yakho kwinkcitho yentengiso. Iireyithi zokucofa zidla ngokuphenjelelwa yirenki yentengiso, ebhekisa kwindawo yentengiso kwiziphumo zophando ezihlawulweyo. Iphezulu i-CTR, ngcono, kuba luphawu oluthe ngqo lomgangatho weentengiso zakho. Nje, ukuphucula i-CTR kunokunyusa ukuguqulwa kunye nokuthengisa ngexesha elikhawulezayo elinokwenzeka. Okokuqala, Jonga indawo yentengiso yakho ngokuchasene nabo bakhuphisana nabo kwishishini lakho.

Ukwandisa iCTR yakho, chonga amagama angundoqo asetyenziswa ngabaphulaphuli bakho ukufumana iwebhusayithi yakho. I-Google Analytics kunye neConsole yoPhendlo zizixhobo ezibalaseleyo kule nto. Qinisekisa ukuba amagama akho angundoqo akwi-url yentengiso, enceda iindwendwe zithathe isigqibo sokuba zicofa phi. Ukusebenzisa ikopi yentengiso enyanzelisayo nako kubalulekile. Yazi ukhetho lwabaphulaphuli bakho kwaye usebenzise olu lwazi ukwenza ikopi yentengiso eya kubahenda ukuba bathathe inyathelo.

Nje ukuba umisele abaphulaphuli ojolise kubo, zama ukwahlula amaphulo akho entengiso. Oku kuya kukuvumela ukuba ujolise ngcono kwiinzame zakho zentengiso kunye nokunyusa i-CTR. Into ekhoyo kwiwebhusayithi kaGoogle ebizwa ngokuba “Abasebenzisi Babuze kwakhona” inokukunceda ukuba ujolise kubaphulaphuli abathile ngokubanika iingcebiso ezifanelekileyo. Iireyithi zokucofa zikwasetyenziselwa ukulinganisa ukusebenza kwephulo lakho lokuthengisa idijithali. I-CTR ephantsi ingaba ngumqondiso wengxaki kunye nephulo le-ad, okanye kungenzeka ukuba iintengiso zakho azibonakali xa abathengi abafanelekileyo bekhangela.

Ukuba ukhangelo lwakho lwentengiso luyasilela ukutsala iCTR ephezulu, uphoswe lithuba elikhulu. Lixesha lokuthatha inyathelo elilandelayo. Thatha imayile eyongezelelweyo ukuphucula iCTR yakho kunye namanqaku asemgangathweni. Zama ukusebenzisa ukucenga ngezinto ezibonakalayo ukunyusa izinga lokucofa. Ukusebenzisa ubuchule obufana nokutofa, ungaqinisekisa abaphulaphuli bakho ukuba babone ukukhanya ekupheleni kwetonela. Injongo yokugqibela yokucenga kukubakhokelela kwisigqibo okanye ubizo lwesenzo.

Ukujolisa kwakhona

Ukubuyisela kwakhona nge-Adwords sisixhobo esinamandla sokufikelela kubathengi abatsha. UGoogle unemithetho engqongqo malunga nokuqokelela iinkcukacha zobuqu kubasebenzisi bayo, kuquka neenombolo zefowuni, iidilesi ze-imeyile, kunye neenombolo zekhadi letyala. Amaphulo okuthengisa kwakhona angaqhutywa kwiphepha lasekhaya likaGoogle, ii-apps eziphathwayo, kunye nemidiya yoluntu. Isixhobo sikaGoogle sokubuyisela kwakhona sinokunceda amashishini afikelele kubathengi abanokubakho ngamaqonga amaninzi. Eyona ndlela ilungileyo yokuqalisa kukuphonononga ezi zicwangciso zilandelayo.

Ukubuyisela kwakhona nge-Adwords kungasetyenziselwa ukujolisa abathengi abathile abatyelele iphepha elithile kwiwebhusayithi yakho. Unokwenza intengiso eqhelekileyo ekhuthaza abo baza kuba ngabathengi ukuba bakhangele indawo yakho, okanye ungenza intengiso ephinda ijongise ebonisa iintengiso kubantu abakhe bandwendwela indawo yakho ngaphambili. Injongo kukubamba ingqalelo yabantu abandwendwele indawo yakho ngaxa lithile, nokuba abathenganga nto.

Ukubuyisela kwakhona nge-Adwords kunokujolisa kwiindwendwe ezithile ngokudala abaphulaphuli abaqhelekileyo abahambelana ne-demographics yendwendwe yewebhusayithi ethile.. Abaphulaphuli obadalayo baya kubona kuphela iintengiso ezihambelana nezinto anomdla kuzo kunye neenkcukacha zabantu. Ukuze kuphunyezwe iziphumo ezilungileyo, kufuneka uhlukanise iindwendwe zakho zewebhusayithi zibe ngamaqela ahlukeneyo, usebenzisa idemographics ukujolisa kwimizamo yakho yokuthengisa kwakhona. Ukuba umtsha kwihlabathi lentengiso, qala ngeGoogle Adwords.

Ukubuyisela kwakhona nge-Adwords kusebenza ngokubeka ikhowudi encinci kwiwebhusayithi yakho. Le khowudi, ikwabizwa ngokuba yi-pixel, iya kuhlala ingabonwa ngabatyeleli besiza. Emva koko isebenzisa iikuki zesiphequluli ezingaziwa ukulandela abaphulaphuli bakho kwiwebhu. Le khowudi iya kwazisa iintengiso zikaGoogle xa ziboniswa iintengiso kubantu abandwendwele indawo yakho. Yeyona ndlela isebenzayo yokufikelela abathengi abanokubakho. Le ndlela iyakhawuleza kwaye iyafikeleleka, kwaye iya kunika iziphumo ezinkulu.

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.

Iindleko

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.

Iintlobo zomdlalo

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.

Ukujolisa kwakhona

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.

Amanqaku asemgangathweni

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 lwamagama angundoqo

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.

Kukho iindlela ezintathu zokusebenzisa i-Adwords kwishishini lakho le-SaaS. Ezi ndlela zibizwa ngokuba yiNdleko ngokucofa (CPC) intengiso, Uphando lwamagama angundoqo, kunye nebhidi. Ukuba ufuna ukubona iziphumo ezikhawulezayo, kufuneka uqinisekise ukuba uhlawulela umgangatho wetrafikhi. Ukusebenzisa le ndlela kuya kuqinisekisa ukuba uhlawulela unqakrazo oluya kuguqulwa lube lukhokelo. Ukuze uqalise, kufuneka uqokelele ulwazi oluninzi kangangoko. Eli nqaku liza kuchaza ukubaluleka kophando lwegama elingundoqo kunye nendlela yokwandisa ibhidi yakho.

Iindleko ngokucofa (CPC) intengiso

Iindleko ngokucofa okanye iCPC lixabiso elihlawulwa ngabathengisi ngalo lonke ixesha umntu ecofa intengiso yakhe. Ii-CPC zikholisa ukuba phezulu kumashishini anamazinga aphezulu okuguqulwa kunye nabathengisi abakhuphisanayo. Ngelixa kukho iindlela zokuthoba iCPC yakho, akukho ndlela iqinisekileyo yokunciphisa ngokupheleleyo. Nazi ezinye izinto ekufuneka uzigcine engqondweni xa ulungiselela ii-CPCs zakho. Ekuqaleni, qwalasela indlela efanelekileyo ngayo indawo yakho kwimarike ekujoliswe kuyo. Ukuba iwebhusayithi yakho ayihambelani nabaphulaphuli ojolise kubo, iCPC yakho inokuba phezulu kakhulu.

Isibini, uqonde umahluko phakathi kwexabiso elithe tyaba kunye nexabiso elisekelwe kwixabiso lokucofa. I-CPC enezinga elicaba kulula ukuyilandela kune-CPC esekwe kwibhidi. Ii-CPC ezisekelwe kwiibhidi azibizi kakhulu, kodwa abakajoliswanga kangako. Ngaphezu koko, abathengisi kufuneka baqwalasele ixabiso elinokubakho lokucofa kumthombo onikiweyo. I-CPC ephezulu ayinakuguqulela kwingeniso ephezulu.

I-invoyisi ye-CPC nayo inomngcipheko wokusetyenziswa gwenxa. Abasebenzisi banokucofa kwiintengiso ngempazamo. Oku kunokubiza umthengisi isixa esibalulekileyo semali. Nangona kunjalo, UGoogle uzama ukucutha ukusetyenziswa kakubi ngokungahlawulisi ucofa olungasebenziyo. Nangona kungenakwenzeka ukulawula unqakrazo ngalunye, ungathethathethana ngexabiso eliphantsi. Ngethuba nje uzimisele ukusayina isivumelwano sexesha elide kunye nomshicileli, ungadla ngokuthethathethana ngexabiso eliphantsi.

Kwihlabathi lentengiso ehlawulwayo, ixabiso lentengiso ngumba obalulekileyo. Ngexabiso elifanelekileyo ngokucofa, ungayandisa imbuyekezo yakho kwinkcitho yentengiso. Iintengiso zeCPC sisixhobo esinamandla kumashishini amaninzi, ngoko ukuqonda ukuba uhlawula malini ngokuchofoza kunokuphucula ukuthengisa kwakho. Kwaye okoko nje usazi ukuba abaphulaphuli bakho bajonge ntoni, iyakusebenzela. Yiyo loo nto kubaluleke kakhulu ukuba wazi ngeCPC yakho.

Uphando lwamagama angundoqo

Injini yokukhangela yokusebenzela (SEO) ubugcisa bokukhetha amagama angundoqo afanelekileyo kunye nezihloko zomxholo ukubeka kwi-SERPs. Xa yenziwe ngokuchanekileyo, uphando oluchanekileyo lwegama elingundoqo lunceda ukunyusa i-traffic ye-organic kunye nokwazisa nge-brand. Uphando lwegama elingundoqo yinkqubo ekhethekileyo eyenziwa ngabathengisi ukuchonga ukuba yeyiphi ibinzana kunye namagama abasebenzisi abanokuthi bakhangele. Emva kokuba unamagama angundoqo afanelekileyo, unokubeka phambili isicwangciso sakho kwaye wenze umxholo ojolise kwaba basebenzisi. Uphando lwegama elingundoqo lunceda ukuphucula umgangatho wendawo yakho kwiinjini zokukhangela, nto leyo eya kuqhuba itrafikhi ekujoliswe kuyo.

Phambi kokuqalisa iphulo, uphando lwegama elingundoqo lubalulekile. Ngokuchonga amagama angundoqo anenzuzo kunye nenjongo yokukhangela, unokucwangcisa eyona mikhankaso yentengiso ingcono. Ngelixa ukhetha amagama angundoqo kunye namaqela eentengiso, qwalasela iinjongo zakho kunye nohlahlo lwabiwo-mali lwakho. Unokunciphisa ugxininiso lwakho kwaye ugcine imali ngokujolisa kuphela amagama angundoqo afanelekileyo. Khumbula, ufuna ukwenza uluvo oluhlala luhleli kubantu abajonga ngenkuthalo imveliso okanye inkonzo yakho. Kungcono ukusebenzisa ngaphezu kwegama elinye elingundoqo, nangona.

Kukho iindlela ezininzi zokwenza uphando lwegama elingundoqo. Injongo ephambili kukuthatha ingcamango kwaye uchonge awona magama angundoqo. La magama angundoqo abekwe ngokulandelelana kwexabiso lawo kunye namandla okuvelisa i-traffic. Nje ukuba uyenzile le nto, ungadlulela kwinyathelo elilandelayo – umxholo wokubhala obonelela ngexabiso kwiindwendwe. Kufuneka usoloko ubhala ngendlela ofuna ukubhalwa ngayo. Emveni kwakho konke, abaphulaphuli bakho ojolise kubo kusenokwenzeka ukuba babe nemibuzo efanayo kwabo ubhekisa kubo.

Ngelixa uphando lwegama elingundoqo le-Adwords liyinxalenye ebalulekileyo yaso nasiphi na isicwangciso sokuthengisa, ikwangumba obalulekileyo wephulo eliyimpumelelo. Ukuba uphando lwakho alwenziwanga kakuhle, uya kugqiba ukuchitha imali eninzi kwi-PPC kwaye uphoswe kwiintengiso. Kodwa kubalulekile ukugcina engqondweni ukuba uphando lwegama elingundoqo luthatha ixesha kunye nomzamo. Ukuba yenziwe ngokuchanekileyo, uya kuba nephulo lentengiso eliya kuba yimpumelelo!

Ukubhida

Kukho iingcebiso ezimbalwa omele uzigcine engqondweni xa ubhida kwi-Adwords. Eyokuqala kukugcina ibhajethi yakho ikuPS200 ngenyanga. Nangona kunjalo, le mali ingahluka ngokuxhomekeka kwi-niche yakho kunye nomthamo we-traffic website oyilindele ngenyanga. Nje ukuba ugqibe uhlahlo lwabiwo-mali lwakho lwenyanga, yahlule ngamashumi amathathu ukuze ufumane umbono wohlahlo lwabiwo-mali lwakho lwemihla ngemihla. Nje ukuba usete ibhajethi yakho yemihla ngemihla, inyathelo elilandelayo kukugqiba ukuba yimalini ekufuneka uyibhide ngosuku ngalunye. Inkqubo yebhidi kaGoogle isebenza ngokulawula ezona bhidi ziphezulu neziphantsi kusetyenziswa ubuninzi bemetric yeCPC. Ukuba awuqinisekanga malunga neendleko ezifanelekileyo ngokucofa kwishishini lakho, sebenzisa isixhobo sokubikezela i-Adwords.

Ngelixa ukubhida kwi-Adwords kunokubonakala ngathi ngumbono olungileyo, kukho izinto ezingeloncedo kakhulu ekukhuphisaneni neenkampani ezinkulu. Ukuba uneshishini elincinci, Ibhajethi yakho yentengiso ayiphantse ibe nkulu njengeyenkampani yesizwe, ngoko ungalindeli ukuba ube nohlahlo lwabiwo-mali olufanayo ukuze ukhuphisane nabo. Nokuba unako ukuthenga ibhidi ephezulu, amathuba akho okufumana imbuyekezo kutyalo-mali (I-ROI) ukusuka kwiphulo lakho le-Adwords liphantsi.

Ukuba abantu okhuphisana nabo basebenzisa igama lebrand yakho kwiintengiso zabo, qiniseka ukuba usebenzisa ikopi yentengiso eyahlukileyo. Ukuba ubhida ngokwemiqathango yokhuphiswano lwakho, usemngciphekweni wokuvalwa kuGoogle. Isizathu silula: abantu okhuphisana nabo banokubhida ngokwemiqathango yakho, nto leyo eya kubangela ukuba amanqaku asezantsi akumgangatho kunye neendleko-ngokucofa. Ukongeza, ukuba umntu okhuphisana naye ubhida ngokwemiqathango yakho, unokuba uchitha imali yakho kwiqela lekopi yentengiso engenanto yakwenza negama lebhrendi yakho.

Inqaku lomgangatho

Amanqaku asemgangathweni kwi-Adwords yinto ebalulekileyo xa kuziwa ekufumaneni indawo engcono kakhulu yeentengiso zakho. Kubalulekile ukubeka iliso kwiNqaku lakho loMgangatho kwaye uguqule iintengiso zakho ngokufanelekileyo. Ukuba uqaphela ukuba iCTR yakho iphantsi kakhulu, emva koko kufuneka unqumame iintengiso zakho kwaye utshintshe amagama angundoqo kwenye into. Amanqaku akho oMgangatho aya kubonisa imizamo yakho ekuhambeni kwexesha, ngoko ke kufuneka wenze konke onako ukuwandisa. Nangona kunjalo, iNqaku loMgangatho kwi-Adwords ayikho isayensi. Inokuhlolwa ngokuchanekileyo kuphela xa une-traffic eyaneleyo kunye nedatha ukugqiba ukuba yintoni umgangatho womgangatho kufuneka ube.

Amanqaku asemgangathweni kwi-Adwords anqunywe zizinto ezintathu: ireyithi yokucofa, ukusebenza kwentengiso, kunye nempumelelo yephulo. Ireyithi yokucofa ihambelana ngokuthe ngqo nenqaku lakho lomgangatho, ngoko ke ukuphucula umgangatho wakho wamanqaku kunokuphucula ukusebenza kwentengiso yakho. Iintengiso ezisebenza kakubi ziya kuchitha uhlahlo lwabiwo-mali lwakho kwaye zingahambelani nabaphulaphuli ojolise kubo. Amanqaku akumgangatho ophezulu sisiseko sephulo eliyimpumelelo le-AdWords.

Amaqela egama elingundoqo anokuba banzi kakhulu kwintengiso yakho, ebangela ukuba ingahoywa ziindwendwe. Sebenzisa amagama angundoqo ekujoliswe kuwo kwiphulo lakho lentengiso. Amanqaku aphezulu oMgangatho aya kuthetha ukuba iintengiso zakho ziya kufumana ingqalelo engakumbi kwaye zifaneleke ngakumbi kwinjongo yokukhangela abaphulaphuli. Kwakhona, cinga ngokusebenzisa amaphepha okumisa anemifanekiso yabantu abadala. Uvavanyo lubalulekile, kunye nokudala iintengiso ezininzi ezahlukeneyo kuya kukunceda ukuba ukhulise amava akho ephepha lokufika.

Ukuphucula umgangatho wakho wamanqaku, kufuneka udale indibaniselwano elungileyo yamagama angundoqo kunye neentengiso. Amagama angundoqo angasebenzi kakuhle kufuneka abhekiswe kwiphepha lokufika elisemgangathweni okanye aya kuthotywa. Ngokwenza oku, ungaphucula umgangatho wakho wamanqaku kwaye ufumane ixabiso eliphantsi-ngonqakrazo ngalunye (CPC).

Ukujolisa kwakhona

Usenokuba uqhelene nesakhono sokuphinda sijongise kuGoogle, kodwa awuqinisekanga ukuba yintoni kanye kanye. I-Adwords retargeting ikuvumela ukuba ufikelele kubasebenzisi kwezinye iiwebhusayithi kunye namaqonga. Ikwakuvumela ukuba ubeke imigaqo yokuba ubongeza bani kubaphulaphuli bakho. Ngokwahlula iindwendwe kwindawo yakho, ungajolisa kwimizamo yakho yokuthengisa kwakhona. Okukhona uchaneke ngakumbi malunga nokuba ngubani obona iintengiso zakho, kokukhona ukubuyisela kwakho ukubuyisela kuya kusebenza ngakumbi.

Zininzi izibonelelo zokuphinda uqalise ngeAdwords, kwaye enye yezona zinto zisebenzayo kukukwazi ukubonisa abantu iintengiso ngokusekelwe kwimisebenzi yabo yangaphambili ye-intanethi. Ukongeza ekuboniseni intengiso yakho ngokusekelwe kwiimveliso abasanda kuzijonga, Iintengiso zikaGoogle zinokubonisa iintengiso kwabo bashiye ibhaskithi yabo yokuthenga okanye bachithe ixesha elininzi bejonga imveliso yakho. Nangona kunjalo, kubalulekile ukuba uqaphele ukuba ukubuyisela kwakhona nge-Adwords akusiyo yabaqalayo. Inokuba lukhetho olukhulu kumashishini anebhajethi encinci.

Ukubuyisela kwakhona nge-Adwords kunokuba yindlela esebenzayo yokubandakanya abathengi abakhoyo kunye nokufumana abatsha. IGoogle Adwords ikuvumela ukuba ubeke iithegi zeSikripthi kwiwebhusayithi yakho, ukuqinisekisa ukuba abantu abakhe bandwendwela indawo yakho ngaphambili baya kuzibona iintengiso zakho kwakhona. Ukubuyisela kwakhona nge-Adwords kungasetyenziswa kuwo wonke amaziko eendaba ezentlalo, njengoFacebook. Inokusebenza kakhulu ukufikelela kubathengi abatsha kunye nokwandisa ukuthengisa. Nangona kunjalo, Kubalulekile ukuqaphela ukuba umgaqo-nkqubo kaGoogle uyakwalela ukusetyenziswa kolwazi olunokuchonga umntu kwintengiso ekujoliswe kuyo..

Ukubuyisela kwakhona ngeentengiso yindlela esebenzayo yokujolisa abathengi abanokubakho emva kokuba beshiyile indawo yakho. Ngokulandela iikuki zezi ndwendwe, intengiso yakho iya kubonisa intengiso efanayo kwabo bantu bebekhe bandwendwela indawo yakho ngaphambili. Le ndlela, ungenza iintengiso zakho zichaneke kwiimveliso ebezihanjelwe mva nje. Kukwabalulekile ukusebenzisa ipikseli ukwenza iintengiso ezijoliswe kuzo ngokusekwe kulwazi olunikezelwa yikuki ngeentengiso zikaGoogle.