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Ngaphambi kokuthi uqale ukukhangisa ku-Google, kufanele wazi ukuthi yini ozifaka kuyo. Nazi izinto ezimbalwa okufanele uzikhumbule: Izinhlobo zokufanisa, Izikolo zekhwalithi, Izindleko, kanye ne-Retargeting. Uma usuziqondisile lezi zinto, uzokwazi ukuhlela umkhankaso we-Adwords osebenza kahle kakhulu. Futhi uma usukwazi konke lokhu, usukulungele ukuqala! Nokho, ngaphambi kokwenza lokho, kufanele wenze ucwaningo ngamagama akho angukhiye.
Kunezici eziningi ezinquma ukuthi yimalini okufanele uyisebenzise ku-Adwords. Ngokwesibonelo, iyini izindleko ezimaphakathi ngokuchofoza ngakunye? Izindleko zezimpahla ezithengiswayo (I-COGS) kuhlanganisa ukukhiqiza kanye nezindleko zezikhangiso. Kuzodingeka unqume ukuthi ingakanani imali oyisebenzisile ekukhangiseni ukuze uthole imbuyiselo ekutshaleni kwakho. Bese ungaqhathanisa lezo zindleko nemali yakho engenayo evela emikhankasweni ye-AdWords futhi unqume ukuthi yimaphi amagama angukhiye anenzuzo kakhulu.
Izindleko ngokuchofoza ngakunye (CPC) ihlukahluka kakhulu ngokusekelwe kumagama angukhiye kanye nezimboni. Ama-CPC ajwayelekile akhona $2.32 kunethiwekhi yokusesha kanye $0.58 kunethiwekhi yesibonisi. Ukuze uthole ulwazi olwengeziwe, bona lesi sihloko semethrikhi ye-AdWords. Enye indlela yokunciphisa i-CPC yakho ukukhomba amagama angukhiye nge-Quality Quality Score. Amagama angukhiye e-High Quality Score azuza ukubekwa okungcono ekhasini, ukongela imali nokuqinisekisa ukuthi izikhangiso zakho zivela emakhasini alungile.
Ungalungisa ibhidi yakho yegama elingukhiye elithize uma wazi ukuthi yimaphi asebenza kangcono. Ngokuphambene, unganciphisa ibhidi yakho kumagama angukhiye angakhiqizi imiphumela. Khumbula ukuthi amanye amagama angukhiye abiza kakhulu kunamanye, futhi kufanele uhlale uqapha futhi ulungise amabhidi akho ngokufanele. Njengomnikazi webhizinisi, kufanele uqaphele izinguquko kumanani e-Adwords futhi ulungele ukuzivumelanisa nezimo ngokufanele. Uma usufundile ukuthi yimaphi amagama angukhiye asebenza kahle kuwebhusayithi yakho, ungakwazi ukukhulisa imali yakho engenayo futhi usike ama-CPC akho ukuze uthole i-ROI ehamba phambili.
Umkhankaso we-CPC uyindlela esetshenziswa kakhulu. Yindlela ejwayeleke kakhulu futhi ibiza ngaphansi kwamasenti ayikhulu ngokuchofoza ngakunye. Nokho, izindleko zokuchofoza ngakunye zihlukile ezindlekweni zokuvelayo. Uma ufuna ukwazi izindleko zomkhankaso wakho wokukhangisa, ungasebenzisa umhleli wegama elingukhiye ukuze uthole isilinganiso sezindleko zakho ngokuchofoza ngakunye. Ngale ndlela, uzokwazi kahle ukuthi uzokhokha malini ngokuchofoza ngakunye nokuthi kungakanani okuvelayo okutholayo.
Uma ufuna ukwandisa inani lokuguqulwa futhi usebenzise imali encane ezikhangisweni zakho, kufanele uhlukanise amagama akho angukhiye abe izinhlobo ezahlukene zokufanisa. Ku-Adwords, lokhu kwenziwa ngokuhlukanisa izikhangiso ngokwezinhlobo zokufanisa. Ngokukhetha izinhlobo ezifanele zomdlalo, uzokwazi ukufinyelela izethameli zakho ozihlosile futhi ugweme ukuchitha imali ngokuchofoza okungabalulekile. Ngalokhu, kufanele usebenzise ithuluzi lamagama angukhiye lamahhala ukuze unqume izethameli zakho ozihlosile bese uhlukanisa izikhangiso zakho ngokufanele.
I-Exact Match yiyona eqondiswe kakhulu kuwo wonke amagama angukhiye afanayo, futhi idinga ukuthi igama elingukhiye libe ncamashi. Nokho, ungakwazi ukwengeza imigomo eyengeziwe embuzweni wakho uma kudingeka. I-Exact Match iyinketho engcono kakhulu yabakhangisi abafuna ukushayela ukuguqulwa ngokubonisa kuphela izikhangiso ezihambisana namagama angukhiye abawaqondisayo.. Okufanayo ngqo nakho kunezinga eliphezulu lokuchofoza. Nokho, kubalulekile ukuqonda ukuthi ukusebenzisa okufanayo kungase kungabi yisinqumo esingcono kakhulu sawo wonke amabhizinisi.
Uma ufuna ukukhomba amagama athile, emva kwalokho ungasebenzisa amagama angukhiye ashintshiwe ngokubanzi. Lokhu kuqondile ukukusebenzisa futhi utshele i-Google ukuthi ibonise izikhangiso zakho zamagama athile noma imishwana. Amagama angukhiye angaba nganoma iyiphi indlela. Ungafaka la magama usebenzisa uphawu lokuhlanganisa (+) ngaphambi kwegama elingukhiye ngalinye. Ifomethi yegama elingukhiye eguquliwe kabanzi ingasetshenziselwa imishwana futhi. I-Full Media igxile emikhankasweni ye-AdWords PPC yezinkampani ezincane neziphakathi nendawo.
Okufanayo okubanzi nokuqondile yizinhlobo zomdlalo ezidume kakhulu, kodwa kukhona futhi izinhlobonhlobo eziseduze. Uhlobo olubanzi lokufanisa luhlanganisa konke okungase kupelwe kahle kwegama elingukhiye kuyilapho uhlobo oluqondile lukuvumela ukuthi uqondise ukusesha okubanzi okuhlobene. Ungaphinda ukhiphe okuhlukile ngokungeza amagama angukhiye aphikisayo. Nokho, lokhu akuwona umkhuba omuhle njengoba kunganciphisa inani lokuchofoza. Uhlobo olubanzi lokufanisa luyinketho engcono kakhulu yabakhangisi abafuna ukukhomba imigomo ethile.
Ukubuyisela kabusha kuwuhlobo lokukhangisa ku-inthanethi oluvumela abakhangisi ukuthi babonise izikhangiso ezihlosiwe ezivakashini ezedlule zewebhusayithi.. Isu lokumaketha kabusha lisebenza ngokubeka ikhodi yokulandelela ekhasini lewebhu futhi unike amandla izikhangiso ukuthi ziboniswe isivakashi esidlule.. Imiphumela yalolu hlobo lokumaketha kabusha ibalulekile. Kuboniswe ukuthi kwenyusa ukuthengisa ngokufika 70% lapho abantu abavakashele iwebhusayithi ngaphandle kokuthenga noma yini bethenga ngomkhankaso wokumaketha kabusha.
Uma iwebhusayithi yakho ingalungiselelwanga ukukhonjwa kabusha, ungase ungakwazi ukubona imiphumela. Uma umkhankaso wakho wokumaketha kabusha ungasebenzi, kungase kudingeke ukuthi uthathe iseluleko senkampani yokuphatha ye-Google Adwords. Bazokusiza ukuthi usethe umkhankaso wokukhomba kabusha ngendlela efanele. Izilungiselelo ezifanele zizokwenza umehluko omkhulu ekusebenzeni. Uma usunezilungiselelo ezifanele, ungasebenzisa ukuphinda ukhombe ukukhomba abathengi kuwo wonke amanethiwekhi omphakathi ahlukene.
Ukuze uhlele izikhangiso ezikhonjwa kabusha, kufanele uqale usethe i-Google Analytics. Ikhodi yokukhomba kabusha izolandelela amakhukhi, okungamafayela amancane agcinwe ngokuzenzakalelayo esipheqululini somsebenzisi. Izikhangiso ze-Google zizokwaziswa ukuze zibonise izikhangiso kusivakashi sesayithi elithile ngokusekelwe kumlando waso wangaphambili wokuphequlula. Ukukhomba kabusha nge-Adwords kungaba yindlela enhle yokuthuthukisa isu lakho lokumaketha ku-inthanethi.
Ukuphinda ukhombe nge-Adwords kungasebenza kahle eziteshini zezokuxhumana, ikakhulukazi Facebook. Kungaba futhi indlela ephumelelayo yokwakha okulandelayo kwe-Twitter. Khumbula, phezu 75% yabasebenzisi abaku-Twitter bakumadivayisi eselula. Izikhangiso zakho kufanele zihambisane neselula ukuze wandise amathuba akho okudonsa ukunaka kwezithameli zakho. Ukukhomba kabusha nge-Adwords kungakusiza uguqule laba basebenzisi babe amakhasimende. Ngakho, qala kabusha nge-Adwords ukuze ukhulise imali yakho engenayo.
Ziningi izindlela zokwenza ngcono i-Quality Score yakho ku-Google Adwords. Nakuba kungekho sixazululo esisodwa somlingo, ziningi izindlela zokuthuthukisa isikolo sakho. Isinyathelo sokuqala ukungena ku-akhawunti yakho bese uzulazula uye kuphaneli yokubonisa igama elingukhiye. Lapho, ungabona izikolo zekhwalithi zamaqembu akho ezikhangiso asebenzayo. Bese, ungaqala ukwenza izinguquko ukuze uthuthukise isikolo sakho. Ngemva kwamasonto ambalwa, kufanele uqaphele umehluko omkhulu.
Umphumela Wekhwalithi wesikhangiso sakho ubalwa ngokucabangela izici ezintathu: ukuhlobana, ubuciko besikhangiso, kanye nolwazi lwekhasi lokufika. Ngisho nalapho usebenzisa amagama angukhiye afanayo, Ikhwalithi Yezikolo izohluka phakathi kwamaqembu ezikhangiso. Ngokwesibonelo, uma ungumnikazi webhizinisi eliqashisayo lendlu eqashisayo, ungasebenzisa igama elingukhiye “izinqaba jumper” ukukhomba amakhasimende angaba khona asesha izindlu ezibhampayo. Lokho kuzothuthukisa Umphumela Wekhwalithi yakho uma izikhangiso zakho zihambisana futhi zikhanga abasebenzisi bawo wonke amadivayisi.
Kufanele futhi wazi ukuthi Ikhwalithi Yekhwalithi yeqembu elithile lesikhangiso incike kwikhwalithi yegama elingukhiye. Lesi sici singathonya izindleko zakho ngokuchofoza ngakunye (CPC) nezinga lokuchofoza (I-CTR). Izikhangiso ze-Google ziphinde ziveze ikhwalithi yeqembu lesikhangiso. Ngakho, uma iqembu lamagama angukhiye linekhwalithi ephezulu, cishe izokleliswa kahle emiphumeleni yosesho lwe-Google. Uma uhlela ukwenza umkhankaso wesikhangiso wegama elingukhiye elithile, izoba nekhwalithi engcono kakhulu kunaleyo uma usebenzisa igama elijwayelekile.
Uma uhlaziya umkhankaso wakho wesikhangiso, qaphela kakhulu i-CTR. I-CTR ephezulu iwuphawu oluhle. Izikhangiso ezine-CTR ephezulu zizothola ukuchofoza okwengeziwe, kanjalo ukwandisa i-CPC yakho. Nokho, khumbula ukuthi i-CTR izothintwa ezinye izici njengendawo yendawo. Ngaphezu kwalokho, udinga ukwenza isiqiniseko sokuthi amagama akho angukhiye afana nekhophi yesikhangiso sakho kanye nekhasi lokubikezela. Ukwandisa i-CTR yakho kungasiza i-Quality Score yakho, kodwa futhi kuzokwandisa izindleko zakho ngokuchofoza ngakunye (CPC).
Ucwaningo lwamagama angukhiye luyinqubo yokuhlonza amagama angukhiye alungile ewebhusayithi yakho noma umkhankaso wokukhangisa. Kunezindlela eziningi zokwenza ucwaningo lwamagama angukhiye. Umgomo oyinhloko ukuthatha umbono nokukhomba amagama angukhiye anamandla okukhiqiza ithrafikhi. Amagama angukhiye alinganiswa ngevelu nethuba lokuzuza ithrafikhi. Ucwaningo lwamagama angukhiye lukusiza ukuthi udale okuqukethwe okufanele kanye namasu okukhangisa ukuze uhehe abangaba amakhasimende. Ukuqala, sebenzisa ithuluzi legama elingukhiye le-Google ukuze uthole ukuthi yimaphi amagama angukhiye adumile.
Nakuba kungathatha isikhathi nomzamo, ucwaningo lwamagama angukhiye lubalulekile empumelelweni yomkhankaso wakho we-AdWords. Ngaphandle kocwaningo lwegama elingukhiye olufanele, umkhankaso wakho ungahluleka noma ubize ukuthengisa. Uhlu ngezansi amanye amathiphu ukuze uqale:
Sebenzisa i-Google Keyword Planner. Leli thuluzi likukhombisa ivolumu yokusesha ngenyanga. Ngokwesibonelo, uma ufuna ukuheha ithrafikhi ngesikhathi sasehlobo, kufanele uqondise amagama angukhiye aseshwa kakhulu kule sizini. Futhi, cabanga ukukhawulela usesho lwakho esikhathini esithile, njengaphakathi kukaMeyi no-Agasti. Uma usuwazi ukuthi yimaphi amagama angukhiye anenzuzo, ungasebenzisa ithuluzi le-AdWords ukuze uthole amagama angukhiye ahlobene. Leli thuluzi lizokhiqiza amakhulukhulu wamagama angukhiye ahlobene ngokususelwe kuzithiyo zegama lakho elingukhiye.
Lapho ukhetha amagama angukhiye, nquma inhloso yewebhusayithi yakho. Yenza ucwaningo lwakho ukuze uthole izethameli ozihlosile kanye nenhloso yokusesha yemakethe yakho ohlosiwe. Ungase futhi uthande ukucabangela ukuthi iwebhusayithi yakho ihlobene kanjani nalawa magama angukhiye. Ingabe ikhona imikhiqizo noma amasevisi anemigomo efanayo? Ingabe banayo imiqulu yokusesha ephezulu? Abantu bafunani uma befuna umkhiqizo noma isevisi ethile? Umthamo wokusesha ophezulu uwuphawu oluhle. Uma kungenjalo, zama ukuthola igama elingukhiye le-niche elithe xaxa ozoliqondisa.
