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Ngaphambi kokuthi uqalise nge-AdWords, kufanele uqonde i-CPA, ibhidi ye-AdWords efanele, kanye nokubaluleka kokulandelela ukuguqulwa. Ukuguqulwa kuwumphumela wohambo olusuka egameni elingukhiye ukuya ekhasini lokubikezela ukuya ekuthengisweni. I-Google Analytics ingakusiza ekulandeleleni uhambo. Kuyi-Software-as-a-Service yamahhala. Uma usuyiqonda le mibono, ungaqala ukusebenzisa i-AdWords ukuze uphromothe ibhizinisi lakho.
Kubalulekile ukwaba isabelomali semikhankaso ye-Adwords. Ngenkathi ubukhulu be-CPC bunqunywa i-Google, izindleko ngokuchofoza ngakunye ziyahlukahluka. Kufanele usethe isabelomali sansuku zonke se-PS200, kodwa lokhu kungahluka ngokusekelwe ku-niche yebhizinisi lakho kanye nethrafikhi yewebhusayithi elindelekile yanyanga zonke. Ukuze usethe isabelomali sansuku zonke semikhankaso ye-Adwords, hlukanisa isabelomali sakho sanyanga zonke nge 30 ukuze uthole isilinganiso sezindleko ngokuchofoza ngakunye. Ukuze uthole izindleko ezinembile ngokuchofoza ngakunye, kufanele ufunde imibhalo yosizo efakwe ne-Adwords.
Ukusebenzisa i-Cost Per Conversion noma indlela ye-CPA ukubala izindleko ngokutholwa ngakunye kuyindlela enhle yokuqonda ukusebenza kahle kwesu lakho lokukhangisa, futhi ingakusiza ukuthi ulawule ibhajethi yakho. Izindleko zokutholwa zikala inani labantu okungenzeka baqedele isenzo esifiselekayo. I-Adwords isebenzisa ikhodi eguqukayo emakhasini okubikezela ukulandelela izilinganiso zokuguqulwa. Kufanele uhlose izinga lokuguqulwa okungenani 1%. Le ndlela ikuvumela ukuthi ulungise ibhidi yakho ukuze uqinisekise ukuthi isabelomali sakho sihlala singaphakathi kwemikhawulo yesabelomali sakho sokukhangisa.
Izindleko ze-AdWords zingathethelelwa ngenzuzo oyenzayo ngekhasimende elisha. Ngamanye amazwi, uma uyibhizinisi lesevisi, kufanele unqume inani lokuphila kwekhasimende, kokubili ekuxhumaneni kokuqala nangesikhathi eside. Cabanga ngesibonelo senkampani edayisa izindlu. Isilinganiso senzuzo ngokuthengisa ngakunye ngu $3,000, futhi ngeke ubone ibhizinisi eliphindaphindiwe. Noma kunjalo, ukudluliselwa kwamagama-ngomlomo kungaba nenzuzo encane yokuphila konke.
Njenganoma iyiphi enye isevisi, udinga ukucabangela izindleko zokubhalisa. Iningi lesoftware ye-PPC linelayisensi, futhi uzodinga ukulinganisa izindleko zokubhalisa. Nokho, I-WordStream inikeza izinkontileka zezinyanga eziyi-12 kanye nenketho yonyaka ekhokhelwa kusengaphambili, ukuze ukwazi isabelomali ngendlela efanele. Kubalulekile ukuqonda ukuthi inkontileka yakho ihlanganisani ngaphambi kokubhalisela enye yalezi zinhlelo. Kodwa khumbula, intengo ngokuchofoza ngakunye isengaphansi kakhulu kunesamba sezindleko ze-AdWords.
Ngokukhuphuka Kwenethiwekhi Yokuqukethwe, manje ungagxila ezikhangisweni zakho kumasegimenti athile wamakhasimende. Ngaphambilini, bekufanele wengeze uhlu lwezethameli noma uhlu lokumaketha kabusha ukuze udale umkhankaso othile womuntu ngamunye. Manje, ungaqondisa imikhankaso yezikhangiso kumasegimenti athile wabasebenzisi, futhi ungakwazi ukukhuphula izilinganiso zokuguqulwa ngale mikhankaso eqondisiwe. Lesi sihloko sizobuyekeza izinhlobo ezinhlanu zokukhomba ezitholakala kuwe ku-Google Adwords. Uzofunda ukuthi kungani kufanele uqondise izethameli zakho ngokusekelwe kulokho abakuthandayo nokuziphatha.
Ukukhomba imali engenayo kukuvumela ukuthi uqondise abantu ngemali engenayo. Isebenza ngokuhlaziya idatha etholakala esidlangalaleni evela ku-Internal Revenue Service. I-Google AdWords ikhipha lolu lwazi ku-IRS bese ilufaka emkhankasweni wakho. Ungasebenzisa futhi ukukhomba indawo ngamakhodi e-Zip. I-Google Adwords inikeza kokubili imali engenayo kanye nokukhomba ikhodi ye-zip. Lokhu kwenza kube lula ukuthola amakhasimende ngokusekelwe ezindaweni ezithile. Futhi ungasebenzisa lezi zindlela zokukhomba ngokuhambisana ne-geolocation, okukuvumela ukuthi ukhombe izikhangiso endaweni ethile.
Ukuqondisa kokuqukethwe kufana nezikhangiso kokuqukethwe okufanele emakhasini ewebhu. Ngalesi sici, izikhangiso zakho zizoboniswa kubantu abathanda izihloko ezithile noma amagama angukhiye. Ngokwesibonelo, uhlobo lwezicathulo zezemidlalo lungafaka isikhangiso kubhulogi eligijimayo uma umgijimi efunda ngezicathulo. Umshicileli uskena okuqukethwe kwekhasi ukuze athole isikhundla esihambisana kakhulu. Ngalesi sici, ungaqinisekisa ukuthi izikhangiso zakho ziqondiswe kusisekelo samakhasimende akho.
Ukukhomba i-Adwords ngendawo kungenye indlela enamandla yokukhomba izethameli zakho. Uma ufuna ukukhomba izethameli ezithile, ungasebenzisa indawo kanye namazinga emali emaphakathi. Ngalezi zinguquko ezimbili, unganciphisa izethameli zakho ngenkathi wehlisa ukusetshenziswa kwezikhangiso okumoshiwe. Bese, unganciphisa umkhankaso wakho wesikhangiso ngokukhomba kuphela abantu abathanda umkhiqizo noma isevisi yakho. Ngakho, uzinciphisa kanjani izethameli zakho?
Umkhankaso we-adwords oyimpumelelo kufanele uqondise abantu abangaphezu kweyodwa. Yize okuqukethwe kwakho kuzofaneleka kuzo zonke izithameli, kungase kube nesithakazelo kuphela eqenjini elithile labantu. Esimeni esinjalo, ungasebenzisa i-automation ukuze uqondise leli qembu lezibalo zabantu. Ngokulandelela ukusebenza kwemikhankaso yezikhangiso zakho, ungalungisa isu lakho lokubhida ngokufanele. Ngaphandle kwalokho, ungase futhi usethe imithetho ezenzakalelayo ukuze uthole isixwayiso noma nini lapho i-CPC yakho ikhuphuka noma i-CPA yakho yehla.
Ukusebenzisa isu lebhidi elizenzakalelayo likhipha ukuqagela ezikhangisweni ezikhokhelwayo, kodwa uma ungathanda ukuba nemiphumela emikhulu, ngaso sonke isikhathi kufanele usebenzise isu lokubhida ngesandla. Ngenkathi ibhidi yakho imelela inani ozimisele ukulisebenzisa egameni elingukhiye elithile, ayinqumi amazinga alelo gama elingukhiye. Lokhu kungenxa yokuthi i-Google ayifuni ukunikeza umphumela ophezulu kulowo osebenzisa imali eningi.
Ukuze ukhethe imodeli yokubhida esebenza kahle kakhulu yomkhankaso wakho wesikhangiso, kufanele uhlele umkhankaso wakho ngendlela ezokhulisa ukubonakala kwegama lakho elingukhiye. Ngokwesibonelo, uma ufuna ukukhulisa izinga lakho lokuguqulwa, isicelo sakho kufanele sibe phezulu ngokwanele ukushayela ithrafikhi eyengeziwe. Kungenjalo, uma ufuna ukukhuphula amazinga akho okuguqulwa, hamba ngomkhankaso wezindleko zokuthola ngakunye. Konke kuncike ezidingweni zakho, kodwa kuwumqondo omuhle ukwenza isinqumo esinolwazi ngokusekelwe kuzithameli zakho ozihlosile.
Ngaphandle kwalokho, uma uhlola izikhangiso zakho, ungakhetha izilungisi zebhidi ngezikhathi ezithile zosuku, izibalo zabantu, kanye nezinto zikagesi. Ngokwesibonelo, ungakhetha isikhathi sokuthi izikhangiso zakho zivele ekhasini elilodwa lemiphumela yosesho lwe-Google. Inani olibhidayo lizophinde lincike ekutheni kuthatha isikhathi esingakanani ukuthi izethameli zakho eziqondiwe zithenge noma ziguqule. Kungenjalo, ungakhetha ukukhawulela isabelomali sakho kumagama angukhiye athile futhi uqondise izethameli ezithile ezinezikhangiso ezithile.
Izimboni eziphezulu eziguqulayo eminyakeni embalwa edlule kube yilezo ezikuMshuwalensi, Izimboni zezezimali nezokuqomisana. Namuhla, imboni yokuqomisana idlula zonke ezinye izimboni ngamanani okuguqulwa, isilinganiso esicishe sibe ngamaphesenti ayisishiyagalolunye ngokwesilinganiso. Ezinye izimboni ezidlula isikhathi sokuthandana ngamasevisi Abathengi, Okusemthethweni, kanye ne-Autos. Kuyathakazelisa, izimboni ezinezinga eliphezulu lokuguqulwa azinayo ngempela imikhiqizo noma amasevisi angcono kakhulu. Kunalokho, kungenzeka ukuthi basebenzisa amasu okuthuthukisa ukuguqulwa futhi bazame ngeminikelo ehlukene.
Izinga lokuguqulwa elimaphakathi le-PPC cishe 3.75% ukusesha, futhi 0.77% kumanethiwekhi okubonisa. Amazinga okuguqulwa ayahluka ngomkhakha, ngezimboni ezikhiqizayo zokuqomisana nezomuntu siqu 9.64% kwakho konke ukuguqulwa kwe-AdWords kanye Nokumela kanye Nempahla Yasekhaya ekhuphuka kakhulu. Ngaphezu kwalokho, amanani okuguqulwa kwe-Google Display Network aphansi kakhulu kunanoma iyiphi enye imboni. Lokhu akusho ukuthi ayikho indawo yokuthuthukisa.
Izinga eliphezulu lokuguqulwa yinto efiswa yizinkampani eziningi. Nakuba kungenakwenzeka ukufeza a 10 izinga lokuguqulwa kwephesenti, udinga ukuqiniseka ukuthi izinga lakho lokuguqulwa liphezulu ngokwanele ukushayela imiphumela enenzuzo. Amazinga okuguqulwa ku-Adwords ahluka kakhulu futhi kubalulekile ukukhetha indlela efanele yezidingo zenkampani yakho. Kufanele uhlose izinga lokuguqulwa kwe 10% noma ngaphezulu, okubhekwa njengomphumela omuhle kakhulu.
Nakuba izinqubo ezinhle zokuthuthukisa indawo zibalulekile ekuthuthukiseni izinga lokuguqulwa kwe-PPC yakho, kukhona nezinto eziseceleni komkhankaso okufanele zithuthukiswe ukuze kuchofozwe ikhwalithi ephezulu. Okokuqala, qiniseka ukuthi ukhetha isikhangiso esiphoqayo nekhasi lokufika. Bese, khomba izethameli zakho ezihamba phambili nezinkundla. Okwesibili, qiniseka ukuthi ulungiselela izikhangiso zakho ukuze uthole ukuchofoza kwekhwalithi ephezulu. Izilinganiso zokuguqulwa ku-AdWords zokusesha nokuboniswa zilingana nesilinganiso sezikhangiso ze-ecommerce, okuyisilinganiso cishe 1.66% futhi 0.89%. Futhi ekugcineni, qiniseka ukuthi izikhangiso zakho ziyavumelana newebhusayithi yakho futhi zihambisana nokuqukethwe kusayithi lakho.
Ukuze udale umkhankaso wesikhangiso oyimpumelelo, udinga ukwenza isiqiniseko sokuthi amagama akho angukhiye aqondiswe ngendlela efanele. Kunezinyathelo ezimbalwa ongazithatha ukuze uthuthukise ukusebenza komkhankaso wakho wesikhangiso. Ingxenye ejabulisa kakhulu yokusebenzisa umkhankaso we-Google Adwords ukuthuthukisa izikhangiso zakho namakhasi okubikezela. Isinyathelo esilandelayo ukushintshela kuModi Yochwepheshe. Kule modi, ungakhetha umgomo womkhankaso wakho, njengokuguqulwa, ihola, noma ukuthengisa. Ukulungiselelwa okuzenzakalelayo kuzokubonisa isikhangiso esiphumelela kakhulu, ukuze ukwazi ukukhetha isikhangiso esihle kakhulu esizofanelana nezithameli eziqondiwe. Nokho, uma ungafuni ukukhetha umgomo othile, ungasetha umkhankaso ngaphandle kwesiqondiso somgomo.
Enye ingxenye yezilungiselelo zomkhankaso uhlelo lwezikhangiso. Ishejuli yesikhangiso izonquma izinsuku isikhangiso sakho esizovela ngazo. Ungashintsha lokhu ngokusekelwe kumvelo yebhizinisi lakho. Ungakwazi futhi ukushintsha izilungiselelo zokuzungezisa isikhangiso, kodwa okwamanje, kungcono ukuyishiya ngokuzenzakalelayo. Ngaphezu kweshejuli yesikhangiso, ungenza ngokwezifiso izikhangiso zakho ngokusebenzisa amafomethi ezikhangiso ahlukene atholakalayo.
Uma usuqedile ukudala umkhankaso wakho, uzodinga ukufaka ulwazi lwakho lokukhokha nezindlela zokukhokha. Ungakhetha ukusebenzisa ikhadi lesikweletu, I-debit card, i-akhawunti yasebhange, noma ikhodi yephromoshini ukuze uxhase imikhankaso yakho. Ngokulandela lezi zinyathelo, uzobe usendleleni yokuqhuba umkhankaso oyimpumelelo we-AdWords. Lesi sihloko sizokuhamba ngezinyathelo ezahlukahlukene zokusetha umkhankaso ku-Google Adwords.
