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Uma ufuna ukuqasha onjiniyela, inqubo yocwaningo lwamagama angukhiye nokudala umkhankaso osebenzayo we-Adwords kuzokusiza ukuthi uthole amagama angukhiye afanelekile. Nokho, kukhona ezinye izinto okufanele uzikhumbule lapho ukhetha amagama angukhiye. Kufanele uqiniseke ukuthi uhlobo lokufanisa lulungile. Ucwaningo lwamagama angukhiye lungakusiza futhi ukuthi udale amakhasi okufika kanye nezikhangiso zezikhundla ezintsha zobunjiniyela. Uma uqasha onjiniyela besoftware, Ngokwesibonelo, ungadala umkhankaso we-AdWords ukuze uhehe onjiniyela abasha.
Cishe uzwile nge-CPC (izindleko ngokuchofoza ngakunye) kanye ne-CPM (izindleko ngombono ngamunye), kodwa ziyini? Imigomo ibhekisela ezindlekweni zokusebenzisa izikhangiso ezisekelwe ekuchofozweni nasekuvelayo. Nakuba zombili izindlela zingabiza, bangakwazi ukukhiqiza imbuyiselo emangalisayo. I-Google iyinjini yokusesha enkulu kunazo zonke futhi izigidi zabasebenzisi abahlukile baqedela ukusesha ku-Google njalo ngenyanga. Lokhu kwenza kubeluleka ukwenza iwebhusayithi yakho ibekwe phezulu kumagama angukhiye ancintisana kakhulu.
Ngenhlanhla, I-AdWords inikezela ngamathuluzi amaningi ukusiza ukucwenga izethameli zakho eziqondiwe. Ukusebenzisa izibalo zabantu, indawo, nokukhomba idivayisi, ungakwazi ukuhlela izikhangiso zakho ukuze zifinyelele iqembu elithile labantu. Ngokwesibonelo, ungakhomba abasebenzisi beselula asebekhulile 18 ku 34 noma abasebenzisi bedolobha elithile e-United States. Enye imethrikhi eyinhloko okufanele icatshangelwe i-Quality Score. Izikolo Zekhwalithi Ephakeme zisho ukuthi i-Google izonikeza okuncamelayo esikhangisweni sakho, ngokuvamile okusho izindleko eziphansi.
Izindleko ze-Adwords ziyahlukahluka kakhulu kuye ngebhizinisi lakho kanye nohlobo lwamagama angukhiye owaqondisayo. Ngokwesibonelo, amagama angukhiye abiza kakhulu ku-Google ahlobene nezezimali, umshwalense, nezinye izimboni ezisebenza ngemali eshisiwe. Amanye amagama angukhiye adumile ahlanganisa imfundo kanye “iziqu.” Uma uhlela ukungena kulezi zinkambu, lindela ukukhokha ama-CPC aphezulu. Ngokufanayo, uma uqala indawo yokwelapha, qaphela ama-CPC aphezulu.
Uma usebenzisa isiteshi sokukhangisa esibizwa nge-AdWords sebhizinisi lakho, ungase uzibuze ukuthi ingabe uthola imiphumela engcono kakhulu ngangokunokwenzeka. Lesi sihloko sizoxoxa ngezici ze-Adwords ezizoqinisekisa ukuthi uthola i-bang eningi yemali yakho. Ungase uzibuze ukuthi ngabe i-ejensi yakho yenza umsebenzi omuhle ukuyilawula. Ake sihlole izici ezinhlanu ezibalulekile ze-Adwords ukuze sisebenzise ngokugcwele umkhankaso wakho wokumaketha.
I-Google iqhubekile nokugxila kumakhalekhukhwini kanye ne-bid automation. I “Okusalungiswa kanye Nokuhlolwa” ukusebenza ku-AdWords kufaka phakathi ukuthuthukiswa kwemikhiqizo emibili emikhulu. Esokuqala ngu-a “okusalungiswa” imodi ekuvumela ukuthi wenze izinguquko ngaphandle kokucupha umkhankaso obukhoma. Lesi sici esisha sesivele sitholakala ngamathuluzi okuphatha ezinkampani zangaphandle njenge-AdWords Editor. Ikuvumela ukuthi uhlole ukuhlukahluka okuhlukile komkhankaso wakho futhi ubone ukuthi ayinawo yini umthelela ebhizinisini lakho.
Ukuxhumana okusha kwe-AdWords kufaka phakathi izici eziningi ebezingekho kudeshibhodi endala. Nokho, ideshibhodi endala izoyekiswa maduze. Ideshibhodi entsha izongena esikhundleni sethebhu Amathuba. Inamakhadi esifinyezo anezixhumanisi zokuthola ulwazi olwengeziwe ngezici kuleyo thebhu. Okwamanje, ungaqapha ukuqhubeka komkhankaso wakho wokukhangisa ngokuchofoza amagama angukhiye agqanyisiwe. Kubalulekile ukuqonda umehluko phakathi kwamadeshibhodi amadala namasha ukuze uthuthukise ibhajethi yakho yokukhangisa.
Uma usebenzisa i-Google Adwords, unenketho yokusetha ukukhomba kwendawo ukuze uqinisekise ukuthi izikhangiso zakho ziboniswa kuphela kubasebenzisi endaweni ethile. I-Geotargeting izoqinisekisa ukuthi izikhangiso zakho ziboniswa kuphela kumakhasimende endaweni oyishoyo, okuzokhuphula ukuguqulwa kwewebhusayithi yakho nokuthengiswa kwe-inthanethi. Uzokhokhela kuphela ukuchofoza kwabasebenzisi abahambisana nemikhiqizo namasevisi akho. Ungakwazi ukumisa lolu hlobo lokukhangisa ngokusebenzisa izingosi zokuxhumana nabantu noma izinjini zokusesha, ukuze ukwazi ukukhomba abantu ngokusekelwe lapho behlala khona.
Kunezinhlobo ezimbili ze-geo-targeting ezitholakala nge-Google Adwords: zesifunda kanye hyperlocal. Uhlobo lokuqala lwe-geo-targeting likuvumela ukuthi ukhethe indawo ethile ngaphakathi kwezwe. Ukuqondisa kwesifunda kunomkhawulo kububanzi, njengoba izwe ngalinye linesethi yalo yamadolobha nezifunda. Amanye amazwe, nokho, ube nokukhetha okubanzi. Ngokwesibonelo, e-United States, Izifunda ze-Congressional zingaqondiswa nge-Google Adwords. Nokho, Izifunda zeCongressional ziyisinqumo esihle kakhulu Kosopolitiki. Ngokungafani nezifunda, ungaphinda ucacise indawo ethile phakathi kwedolobha, njengomakhelwane, ukuze unciphise izethameli zakho.
Njenganoma yiliphi isu elisha lokumaketha, i-geo-targeting ingakhuphula amazinga akho okuguqulwa. Nokho, kufanele ugcine engqondweni ukuthi kukhona ukulinganiselwa kule nketho, futhi udinga ukwazi ukuthi ungayisebenzisa kanjani emkhankasweni wakho. Nakuba kungase kuzwakale kuyinketho enhle kumabhizinisi endawo, kungase kungabi yisixazululo esifanele semikhiqizo yomhlaba. Ekugcineni, i-geo-targeting ayithathi indawo yesu le-SEO lamazwe ngamazwe elisebenzayo.
Enye yezindlela ezisebenza kahle kakhulu zokufinyelela amakhasimende alungile ukukhomba amakhasimende asesha imikhiqizo noma amasevisi akho. Kubalulekile ukwazi ukuthi yimaphi amagama angukhiye anevolumu yokusesha ephezulu, njengoba lezi kuyizo ezincintisana kakhulu futhi ezingase zikhiqize ukwabelana okuningi kokuchayeka kanye nokuvelayo. Nawa amanye amathiphu okuthi ungawakhetha kanjani amagama angukhiye afanele ebhizinisi lakho. Ukusebenzisa lawa magama angukhiye kuzokusiza uzuze amazinga angcono kuma-SERP. Nawa amanye amathiphu ekukhetheni amagama angukhiye alungile:
Ngaphambi kokunquma ngamagama angukhiye, yenza uhlu lwamagama ahlobene. I-Brainstorming yisinyathelo esibalulekile ocwaningweni lwamagama angukhiye. Bhala phansi noma yiliphi igama elifika ekhanda lakho. Khetha amagama anengqondo ebhizinisini lakho futhi uwasebenzise emikhankasweni yakho yokukhangisa. Uma ungakwazi ukuza nanoma yini uwedwa, bhala amagama angukhiye onentshisekelo kuwo ocwaningweni olwengeziwe. Ngokwesibonelo, ungase ufune ukusebenzisa igama elithi “ezinosawoti” emikhankasweni yezikhangiso.
Bheka imiqulu yosesho inyanga nenyanga. Igama elingukhiye lesizini lingase libe ne-spike enkulu kuvolumu yokusesha ngo-Okthoba, kodwa ivolumu yokusesha ephansi kuze kube ngu-Okthoba. Hlela okuqukethwe kwakho ngokusekelwe kulawa magama angukhiye unyaka wonke. Ukunquma amagama angukhiye esizini, ungasebenzisa idatha ye-Google Trends noma idatha ye-Clickstream. Ivolumu yokusesha yegama elingukhiye ingaba ngesizini emazweni ahlukene. Uma usebenzisa i-Adwords njengomthombo wakho oyinhloko wethrafikhi, qiniseka ukuthi uyakufaka kokuqukethwe kwakho.
Uma uzama ukuthuthukisa ibhajethi yakho ku-Adwords, kunezindlela ezimbili eziyisisekelo zokwenza. Okokuqala, ungasebenzisa izenzo zokuguqula ukukusiza ukuthi usethe amabhidi. Ngokupakisha izenzo zokuguqulwa, ungenza isenzo esisodwa esiyinhloko $10 kanye nesinye isenzo sesibili $20. Ngokwesibonelo, ukuhola kuwufanele $10, umthofu ofanelekayo wokuthengisa ufanelekile $20, futhi ukudayiswa kuwufanele $50. Ngokusebenzisa ukubhida okusekelwe kumanani, uchitha imali eningi kumakhasimende anenzuzo kuyilapho usebenzisa imali encane kulawo anenani eliphansi lokuguqulwa.
Ukubhida ngenani kuyinketho engcono ngoba kuphoqa i-Google ukuthi igxile kwikhwalithi yezikhangiso. Futhi kusiza abakhangisi balungiselele imikhankaso yabo ngokuya ngalokho okubaluleke kakhulu kubo – ithrafikhi engcono kanye nenqubo elawulekayo yangemva kokuguqulwa. Ukulungiselela inani lokuphila kwekhasimende noma i-LTV kuyisinqumo esihle kakhulu samabhizinisi afuna ukubandakanya amakhasimende ngokujulile. Ngaphezu kwalokho, ungakwazi ukulandelela kalula amanani okuguqulwa, futhi uqondanise isu lakho lokubhida nezinjongo zebhizinisi lakho.
Izindleko zokuchofoza ngakunye zincike Kumphumela Wekhwalithi wesikhangiso, futhi amaphuzu aphansi, ukuchofoza okushibhile. Nokho, ikhwalithi yemiphumela yezikhangiso izothinta izinga lesikhangiso sakho emiphumeleni yosesho. Izikolo Zekhwalithi Ephakeme zizokwandisa amathuba akho okuboniswa, okuholela ezindlekweni eziphansi ngokuchofoza ngakunye. Ngakho-ke, i-CPC ephansi izokwenza isabelomali sakho siye phambili.
