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Uma umusha ku-Adwords, lo mhlahlandlela osheshayo uzohlanganisa izinto eziyisisekelo: Ucwaningo lwamagama angukhiye, Izinhlobo zomkhankaso, Amabhidi e-CPC, kanye namagama angukhiye angalungile. Ngemva kokufunda lesi sihloko, uzobe ulungele ukwethula umkhankaso wakho wokuqala we-AdWords! Qhubeka ufunda ukuze uthole amathiphu namasu okuthi uwenza kanjani umkhankaso wakho ube yimpumelelo. Uzoba nokuzethemba okukhulu kunangaphambili! Ngakho qala! Futhi ungakhohlwa ukubheka eminye imihlahlandlela yethu ye-Adwords kanye nezindatshana zendlela yokwenza ukuze uthole amanye amathiphu namasu..
Enye yezindlela ezinhle kakhulu zokuthola amagama angukhiye afanelekile ukusebenzisa ithuluzi elifana nethuluzi lamagama angukhiye we-Bing. I-Bing iyinjini yokusesha yesibili ngobukhulu emhlabeni, ukucubungula kuphelile 12,000 ukusesha okuyizigidi inyanga ngayinye. Leli thuluzi lizokunikeza uhlu lweziphakamiso zamagama angukhiye ngokusekelwe kumagama angukhiye owakhethile. Sebenzisa lolu hlu ukuze udale okuqukethwe, ukwandisa amathuba akho okuheha izivakashi ezintsha. Ungasebenzisa futhi lolu hlu ukuze uthuthukise okuqukethwe okusha, njengokuthunyelwe kwebhulogi noma ividiyo.
Ucwaningo lwamagama angukhiye luyinqubo yokuhlonza amagama angukhiye asetshenziswa abantu ukuze baseshe imikhiqizo noma amasevisi akho. Ngokwenza lokhu, uzofunda mayelana nezihloko ezidumile nokuthi yiziphi izinhlobo zokuqukethwe abantu abakuseshayo. Ukwazi ukuthi yimaphi amagama angukhiye adumile phakathi kwezithameli zakho ezihlosiwe kuzokusiza ukuthi unqume ukuthi yiziphi izinhlobo zokuqukethwe ongakukhiqiza. Uma usunohlu lwakho lwamagama angukhiye, ungakhomba lawa magama angukhiye ngokukopisha isikhangiso, ukumaketha kwezokuxhumana, kanye namanye amasu.
Lapho ucwaninga amagama angukhiye, uzofuna ukugxila kulezo eziqondile kakhulu kunalezo ezijwayelekile. Isizathu silula: uma igama elingukhiye libanzi, mancane amathuba okuthi ifinyelele izethameli zakho ozihlosile. Uma usebenzisa amagama angukhiye ajwayelekile, cishe uzomosha isikhathi nemali. Amagama angukhiye abanzi, Ngokwesinye isandla, ngeke ilethe ithrafikhi eningi. Lapho uthola amagama angukhiye athile, ubukhona bakho ku-inthanethi buzophumelela. Uhlu lwamagama angukhiye aklanywe kahle luzokuvumela ukuthi uqondise izethameli ezithile ngokuqukethwe okulungile.
Kunamathuluzi amaningana amahhala namagama angukhiye angakusiza ngokusesha kwakho amagama angukhiye athile. I-Moz's Keyword Explorer ingelinye lamathuluzi anjalo, futhi inikeza izinguqulo zamahhala ne-premium. Ukubuyekezwa kukaLarry Kim kwe-Moz's Keyword Explorer kungakunikeza umbono wokuthi iwusizo kangakanani i-Keyword Explorer ye-Moz. I-SEMrush ingelinye ithuluzi elihle lamagama angukhiye elinenguqulo yamahhala nekhokhelwayo. Ungazizama zombili ngaphambi kokuthi wenze isinqumo esingujuqu.
Ziningi izindlela zokwandisa ibhajethi yakho yokukhangisa ngokusebenzisa izinhlobo ezahlukene Zomkhankaso ezitholakala ku-Adwords. Uma iseshi sithayipha igama elijwayelekile, injini yokusesha izophakamisa amabhulashi e-Morphe kumsebenzisi. Lolu hlobo losesho luhle kumabhrendi anolwazi oluphezulu lomkhiqizo, ngoba inhloso ukuthi iseshi sibe ikhasimende. Nakuba imivuzo yalolu hlobo lomkhankaso mikhulu, akulula ukuguqula lezo ziseshi zibe amakhasimende. Ngokwesibonelo, uma umuntu esesha “Amabhulashi e-Morphe,” kuzovela isikhangiso samabhulashi e-Morphe athengiswa kakhulu. Okufanayo kungashiwo ngama-eyeshadow palettes.
Olunye uhlobo lomkhankaso umkhankaso onomongo, okubeka izikhangiso zakho kumawebhusayithi afanayo. Lolu hlobo lomkhankaso luwusizo ikakhulukazi kumabhizinisi endawo. Lolu hlobo lwesikhangiso lubonisa imininingwane yebhizinisi efanele ngendlela yezithombe ezisebenzisanayo. Ungakhetha ukuthi ungakhomba kuphi nokuthi ufuna ukuthi izikhangiso zakho zidlale isikhathi esingakanani. Lolu hlobo lwesikhangiso lungathuthukisa ukuvezwa komkhiqizo wakho futhi lukhulise ukusebenza kahle kokumaketha kabusha. Uma uqhuba umkhankaso we-infographic, izikhangiso zakho zizofakwa kumawebhusayithi afanayo.
Kukhona ezinye izindlela zokuthuthukisa ukusebenza komkhankaso wakho we-Adwords. Umkhankaso wokusesha onegama ungakusiza uthole ukuqonda okubalulekile kokuthi izethameli zakho zifunani. Imikhankaso yosesho enegama futhi ingakusiza ukuthi ukhiqize umkhondo nezinjongo zefaneli ephezulu. Ngokwesibonelo, ungadlala isikhangiso sewebhusayithi yebhizinisi lakho, bese usebenzisa i-URL yekhasi lokubikezela ukushayela ithrafikhi eyengeziwe. Lena indlela enhle yokuheha izivakashi ezintsha futhi ukhuphule izinga lakho lokuguqulwa.
Ungase uzibuze ukuthi wehlisa kanjani ibhidi yakho ye-CPC ye-Adwords ukuze ukhulise inzuzo. Nakuba lena kuyindlela esobala kakhulu yokwenza kanjalo, ingenye yezinketho eziningi. Kufanele futhi ucabangele ukunciphisa ezinye izici zomkhankaso wakho. Ukusebenzisa i-Pathvisit iyithuluzi lokumaketha elihlanganisa konke elingakwazi ukulandelela izingcingo, guqula izivakashi eziningi, kanye nokukhiqiza imibiko yokumaketha. Ngokwehlisa ibhidi yakho ye-CPC, ungakhuphula amathuba akho okubona i-ROI ephezulu kanye nokumosheka okuncane kwezikhangiso.
Kuye ngesabelomali sakho, ungasetha ubuningi bebhidi ye-CPC yegama elingukhiye ngalinye noma iqembu lesikhangiso. Ungakwazi ukulungisa amabhidi akho mathupha, noma usebenzise inketho yokubhida ezenzakalelayo. Ukubhida mathupha kukuvumela ukuthi usethe inani eliphezulu ozimisele ukulisebenzisa egameni elingukhiye elithize noma iqembu lesikhangiso. Lokhu kukuvumela ukuthi uphathe ibhajethi yakho futhi uthole amasu kakhudlwana nge-ROI yakho yokukhangisa nezinjongo zebhizinisi. Kunezinzuzo ezimbalwa zokusebenzisa ukubhida okwenziwa ngesandla.
Nakuba abasebenzisi abaningi be-AdWords basebenzisa ukubhida kwe-CPC emikhankasweni yabo, ungase futhi uthande ukucabanga ukusebenzisa okunye – CPM. Ngenkathi ukubhida kwe-CPC kuwulungiselelo oluzenzakalelayo lomkhankaso we-PPC, I-CPM iyindlela engcono kakhulu uma ufuna izikhangiso zakho zibonakale emakhasini aphezulu ezinjini zokusesha. Uma kuziwa ekulawuleni izindleko, I-CPC iyimethrikhi eyisisekelo. Izohluka emikhankasweni nezikhangiso ezahlukene.
Njenganoma iyiphi enye indlela yokukhangisa, isabelomali sansuku zonke sibalulekile. Uma ungakaze ukhangise ku-inthanethi ngaphambilini, umkhankaso we-Google Adwords wokuqala kufanele uqale ku- $20 – $50 ububanzi, bese ulungisa njengoba kudingeka. Njengoba uqhubeka nokuqapha imiphumela, ungashintsha ibhajethi yakho nganoma yisiphi isikhathi. Ukusebenzisa i-Google AdWord Tools kungakusiza ukuthi ulungise ibhajethi yakho yansuku zonke ukuze uthuthukise imikhankaso yakho. Uma unobunzima bokulungisa ibhidi yakho, I-Google AdWords Grader iyithuluzi elingcono kakhulu lokukusiza wenze izinqumo ezingcono kakhulu zebhizinisi lakho.
Enye indlela yokukhulisa ukuhambisana kwesikhangiso sakho ukufaka amagama angukhiye angalungile emikhankasweni yakho ye-PPC. Lawa magama angukhiye awahlobanisi ngokuzenzakalela nombuzo ofanayo. Kufanele afake amagama afanayo, ubunye nobuningi izinguqulo, nezinye izinhlobo zegama. Ngokwesibonelo, uma uzama ukukala “intaba,” umkhankaso wakho wegama elingukhiye elingalungile kufanele futhi ufake ukuhluka okufana nentaba nentaba. Nokho, amagama angukhiye angalungile awasebenzi ngokuzenzakalelayo ngendlela efanayo nemikhankaso yosesho, ngakho-ke qiniseka ukuthi uhlola izindlela eziningi.
Ukuze wenze okuningi ngalelisu, udinga ukwazi ukuthi yimaphi amagama abantu abawabhalayo enjinini yokusesha nokuthi yimaphi angabalulekile ebhizinisini lakho. Umbiko Wombuzo Wosesho ku-Adwords uzokwazisa ukuthi yimaphi amagama abantu abawabhalayo ngaphambi kokuthi bafike kuwebhusayithi yakho.. Uma usuwazi ukuthi yimaphi amagama angukhiye angalungile izivakashi zakho eziwabhalayo ebhokisini lokusesha, ungakhetha ukuzifaka emkhankasweni wakho wesikhangiso.
Ngokusebenzisa amagama angukhiye aphikisayo, ungathuthukisa inhloso yakho yosesho ngokungafaki amatemu okusesha angabalulekile. Ungaphinda ukhiphe umbhalo wesikhangiso we “amatshe abomvu” noma izinketho ezifanayo. Umphumela ophelele wokusebenzisa amagama angukhiye angalungile uwukwehlela izethameli zakho ozihlosile futhi wandise imbuyiselo yakho ekutshalweni kwezimali. Funda ukuthi zisetshenziswa kanjani ku-AdWords ngokufunda lesi sihloko. Uzobona ukuthi amagama angukhiye angemahle angakhuphula kanjani inzuzo yakho emasontweni ambalwa nje.
Ukusebenzisa amagama angukhiye angalungile ku-Adwords ngeke nje kuthuthukise ukusebenza kahle kwesikhangiso sakho, kodwa futhi bazokongela imali ngokwehlisa izindleko zakho ngokuchofoza ngakunye (CPC). Ngokunciphisa inani lokuchofoza okungaguquki, uzokonga imali ongayibeka emikhankasweni esebenza ngempumelelo. Kodwa inzuzo enkulu yokusebenzisa amagama angukhiye angalungile ukuthi azokusiza ukuthi uthuthukise amazinga akho okuguqulwa futhi unciphise amazinga okugxuma..
Izinzuzo zobuhlakani bokuncintisana zebhizinisi lakho zidlula nje ukuqonda izimbangi zakho. Kukusiza ukuthi unqume isiphakamiso sabo esiyingqayizivele sokuthengisa, izethameli eziqondiwe, izinhlelo zamanani, futhi nokuningi. Ubuhlakani bokuncintisana bukusiza ukuthi wenze izinqumo eziqhutshwa yidatha ezingenza izikhangiso zakho, imikhankaso, kanye nezinkundla zokuthengisa zisebenza kangcono. Le mininingwane ingakusiza ukuthi uthuthukise ikhwalithi yezikhangiso zakho nemikhankaso yokumaketha, kanye nokuhlonza amathuba amasha nezinsongo ezingakhuphula inzuzo yakho. Ake sibheke ezinye izibonelo zobuhlakani bokuncintisana.
Ukuthola ubuhlakani bokuncintisana kusho ukwazi izimbangi zakho’ amasu abalulekile, indlela abasondela ngayo kwezokukhangisa, nokuthi yimaphi amaqhinga abawasebenzisayo ukukhulisa imigqa yabo engezansi. Ngokuphela 4.9 izigidigidi zabasebenzisi be-inthanethi, ukuhlala isinyathelo esisodwa ngaphambi komncintiswano wakho kubalulekile empumelelweni yebhizinisi. Ngokusho kwe-Crayon's State of Market Intelligence,’ 77% yamabhizinisi icaphuna ubuhlakani bokuncintisana njengento ebalulekile ekuzuzeni isabelo semakethe. Ubuhlakani bokuncintisana bubuye buwusizo kumabhrendi afuna ukukhulisa imali engenayo ngokushesha okukhulu.
Enye indlela yokuqoqa ubuhlakani bokuncintisana bomkhankaso wakho we-Adwords ukuqapha ukuncintisana kwakho. Ithuluzi elihle lokuncintisana lobuhlakani lizokuvumela ukuthi uqhathanise okuqukethwe izimbangi zakho ezabelana ngakho futhi lizokwazisa uma okuqukethwe okusha kushicilelwa.. Ngokwesibonelo, I-BuzzSumo iyithuluzi lokucwaninga elincintisana elihle kakhulu, njengoba izokusiza ukuthi unqume ukuthi yiziphi izinhlobo zokuqukethwe izimbangi zakho ezizisebenzisayo ukuze ufinyelele kubathengi. Leli thuluzi lokuncintisana lobuhlakani lithenjwa izinkampani ezifana neHubSpot, I-Expedia, kanye neThe Telegraph. Ingakusiza ukuthi uthole ukuthi izimbangi basebenzisa kanjani okuqukethwe ukukhiqiza ithrafikhi nokuguqulwa.
Isipredishithi sokwakheka kwezwe esinokuncintisana okusezingeni eliphezulu sizoqukatha ulwazi olumayelana namamethrikhi angawodwana, amagama ezinkampani, izikhangiso ezinegama, kanye nezikhangiso ezingenalo uphawu. Kufanele futhi iqukathe amathebhu engeziwe amboze amagama angukhiye afanelekile, izikhangiso, amakhasi okufika, futhi nokuningi. Uma ufuna izimbangi ezithile eziqhuba izivivinyo, ungakwazi ukushayela phansi ukuze ubone ukuthi yiziphi izikhangiso zabo namakhasi okufika enza kahle. Ungaqala-ke ukuqhathanisa imiphumela yakho neyakhe. Uma usebenzisa i-Adwords ye-PPC, uzoba nomkhawulo phezu kwezimbangi zakho uma wazi ukuthi wenzani.
