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Kunezinyathelo ezithile eziyisisekelo okufanele uzilandele lapho usebenzisa i-Adwords. Lokhu kubandakanya imodeli yokubhida yokuncintisana, Ukulandelela ukuguqulwa, kanye namagama angukhiye angalungile. Nazi ezinye izibonelo zendlela yokusebenzisa i-AdWords ukuze uzuze. Uma usukwazile lokhu, sekuyisikhathi sokwenza isikhangiso sakho sokuqala. Ezigabeni ezilandelayo, Ngizobheka ezinye zezihloko ezibaluleke kakhulu okudingeka uzazi. Ungase futhi ufune ukuhlola izixhumanisi ezingezansi ukuze ufunde kabanzi.
Ukuthi uqhuba owakho umkhankaso we-PPC ku-Facebook, Google, noma ezinye izinkundla zokukhangisa ezikhokhelwayo, ukuqonda ukuthi zingakanani izindleko zezikhangiso zakho ezibaluleke kakhulu ekusetshenzisweni kahle kokumaketha. Izindleko ngokuchofoza ngakunye, noma i-CPC ngamafuphi, isho inani umkhangisi azolikhokha ngokuchofoza ngakunye esikhangisweni. Izindleko ngokuchofoza ngakunye kuyindlela enhle kakhulu yokulinganisa ukusebenza komkhankaso wakho, njengoba ikwazisa kahle ukuthi kubiza malini izikhangiso zakho uma abantu bechofoza kuzo.
Izinto ezahlukahlukene zithinta izindleko zakho ngokuchofoza ngakunye, kufaka phakathi isikolo sekhwalithi, ukuhambisana kwegama elingukhiye, kanye nokuhambisana kwekhasi lokufika. Lapho zonke izingxenye ezintathu zihambisana kahle, i-CTR (izinga lokuchofoza) kungenzeka kube phezulu. I-CTR ephezulu isho ukuthi isikhangiso sakho sifanelekile futhi siheha izivakashi. Ukwandisa i-CTR kusho ukuthi izikhangiso zakho zihambisana kakhulu nesisheli, futhi izokwehlisa izindleko zakho zizonke ngokuchofoza ngakunye. Nokho, i-CTR ephezulu akulona uphawu oluhle kakhulu ngaso sonke isikhathi.
Izindleko ngokuchofoza ngakunye ziyahlukahluka kuye ngohlobo lwemboni, umkhiqizo, kanye nezethameli eziqondiwe. Ngokujwayelekile, I-CPC ye-Adwords iphakathi $1 futhi $2 kunethiwekhi yosesho, nangaphansi $1 okwenethiwekhi yokubonisa. Amagama angukhiye abiza kakhulu azobiza ngaphezu kwalokho $50 ngokuchofoza ngakunye, futhi zisezimbonini ezincintisana kakhulu ezinenani eliphezulu lokuphila kwekhasimende. Nokho, abathengisi abakhulu bangachitha $50 izigidi noma ngaphezulu ngonyaka ku-Adwords.
Nge-CPC, ungafaka izikhangiso zakho kumawebhusayithi, futhi ulandelele izivakashi’ lonke uhambo kusayithi lakho. I-AdWords iwumgogodla wabathengisi be-e-commerce, ukubeka imikhiqizo yakho phambi kwabathengi abafuna umkhiqizo noma isevisi efana neyakho. Ngokukhokhisa kuphela ukuchofoza, I-CPC ingakusiza ukuthi uzuze $2 kuwo wonke $1 esetshenzisiwe. Ungasebenzisa lawa mathuluzi ukukhulisa ibhizinisi lakho ngenkathi ukhulisa inzuzo ngasikhathi sinye.
Imodeli yokubhida yokuncintisana ye-Google Adwords isetshenziselwa ukunquma izindleko eziphezulu kakhulu ngokuchofoza ngakunye. Le modeli iyahlukahluka kuye ngezinjongo zomkhankaso wokukhangisa. Isikhangiso esinezindleko eziphansi singase singakhiqizi inzalo eningi, ngakho abakhangisi bangase bacabangele ukubhida ngamagama angukhiye ekhwalithi ephezulu. Nokho, ukubhida okunolaka kungabangela izindleko eziphezulu ngokuchofoza ngakunye, ngakho-ke kungcono ukukugwema uma kungenzeka.
Isu elilula ukulilandela ukukhulisa ukuguqulwa. Kulelisu, abakhangisi bamisa ibhajethi enkulu yansuku zonke futhi bavumele i-Google ukuthi yenze amabhidi. Ngokwandisa ukuguqulwa, bangathola ithrafikhi eyengeziwe ngemali yabo. Ngaphambi kokwenza noma yiziphi izinqumo, nokho, kubalulekile ukulandelela i-ROI futhi unqume ukuthi ukwandisa ukuguqulwa kukhiqiza ukuthengisa okunenzuzo. Uma lokhu sekuqinisekisiwe, abakhangisi bangalungisa amabhidi abo ngokufanele. Nakuba kunamasu amaningi angenzeka, le modeli iphumelela kakhulu kumabhizinisi amancane naphakathi nendawo.
Ukubhida kwe-CPC okwenziwa mathupha kungahlanganiswa nezilungisi zebhidi, ezicabangela izimpawu ezahlukene. Le modeli iwusizo ikakhulukazi kumabhizinisi amancane anamazinga aphansi okuguqulwa, njengoba iningi lokuguqulwa kwabo kungumkhondo, futhi izinga lale mikhondo liyahlukahluka kakhulu. Akuwona wonke umkhondo oguqulela kumakhasimende akhokhayo, kodwa uma uchaza ukuhola njengesenzo sokuguqula, I-Google izobaphatha ngendlela efanayo, kungakhathaliseki izinga.
Imodeli yokubhida ye-CPC iyisu elizenzakalelayo labaqalayo, kodwa kungase kudle isikhathi futhi kube nzima ukukwazi kahle. Uzodinga ukusetha amabhidi wamaqembu ahlukene nokubekwa. I-ECPC ingasiza ukulawula amabhajethi futhi ilungise amabhidi ngokuya ngamathuba okuguqulwa. Kukhona nezinketho ezizenzakalelayo zokubhida kwe-CPC ngesandla, okuyindlela ethandwa kakhulu. Kunezinhlobo ezintathu eziyinhloko zamamodeli ebhidi: Ibhidi ye-CPC eyenziwa mathupha, ECPC, kanye ne-ECPC.
Ngaphandle kokulandela ukuguqulwa kwe-Adwords, ukhipha imali endlini yangasese. Ukuqalisa izikhangiso zakho ngenkathi ulinde inkampani yangaphandle ukuthi isebenzise ikhodi yokulandelela kuwukumosha imali nje. Kuphela ngemva kokuba ususebenzise ikhodi yokulandelela ukuguqulwa lapho ungaqala khona ukubona idatha yangempela evela ezikhangisweni zakho. Ngakho-ke yiziphi izinyathelo zokuqalisa ukulandelela ukuguqulwa? Qhubeka ufunde ukuze ufunde kabanzi. Futhi khumbula: uma kungasebenzi, awuwenzi kahle umsebenzi wakho.
Okokuqala, kufanele uchaze ukuguqulwa. Ukuguqulwa kufanele kube izenzo ezibonisa ukuthi umuntu ubenentshisekelo kuwebhusayithi yakho futhi uthenge okuthile. Lezi zenzo zingasukela ekuhanjisweni kwefomu lokuxhumana kuye ekulandeni i-ebook yamahhala. Kungenjalo, uma unesayithi le-ecommerce, ungase ufune ukuchaza noma yikuphi ukuthenga njengokuguqulwa. Uma usuchazile ukuguqulwa, uzodinga ukusetha ikhodi yokulandelela.
Olandelayo, udinga ukusebenzisa i-Google Tag Manager kuwebhusayithi yakho. Lokhu kuzodinga ukuthi wengeze amazwibela ekhodi ye-JavaScript kukhodi yakho ye-HTML yesayithi. Uma usukwenzile lokho, ungakha i-Tag entsha. Kumphathi Womaka, uzobona uhlu lwazo zonke izinhlobo zamathegi atholakalayo kusayithi lakho. Chofoza umaka we-Google AdWords bese ugcwalisa imininingwane edingekayo.
Uma usukwenzile lokho, ungafaka ikhodi yokulandelela ukuguqulwa kuwebhusayithi yakho. Bese, ungabuka ukuguqulwa kwakho kumazinga ahlukahlukene. Iqembu lesikhangiso, Isikhangiso, kanye nedatha yezinga legama elingukhiye izoboniswa kusixhumi esibonakalayo sokulandelela ukuguqulwa. Ukulandelela ukuguqulwa kuzokusiza ukuthi ubone ukuthi iyiphi ikhophi yesikhangiso esebenza kahle kakhulu. Ungasebenzisa lolu lwazi ukuze uqondise ukubhalwa kwezikhangiso zesikhathi esizayo. Ikhodi yokulandelela ukuguqulwa izophinde ikuvumele ukuthi usekele amabhidi akho kumagama akho angukhiye ngokusekelwe ekutheni aguqula kahle kangakanani.
Ukuze uthuthukise ukusebenza kahle kwenjini yakho yokusesha, sebenzisa amagama angukhiye angalungile emikhankasweni yakho yezikhangiso. Lena imigomo abasebenzisi bakho abangafuni ukuyibona, kodwa zihlobene ngokwezibalo nomkhiqizo noma isevisi yakho. Ukusebenzisa amagama angukhiye angabalulekile kungaholela ekuhlangenwe nakho okudumazayo kubasebenzisi bakho. Ngokwesibonelo, uma umuntu esesha “izimbali ezibomvu,” isikhangiso sakho ngeke sivele. Ngokufanayo, uma umuntu esesha “ama roses abomvu,” isikhangiso sakho sizovezwa.
Ungasebenzisa futhi amathuluzi ukuze uthole ukungapeli kahle okujwayelekile. Ungakwenza lokhu ngokumba imibuzo yosesho olungaphekiwe ukuze uthole ukuthi abantu bavamise ukupela ngendlela engafanele igama elingukhiye. Amanye amathuluzi angakhipha ngisho nohlu lokungapelwa kahle okujwayelekile, ikuvumela ukuthi useshe lokhu ngokuchofoza. Uma usunohlu lokungapelwa kahle, ungawengeza emikhankasweni yakho yesikhangiso ekufanisweni kwamagama, ukufana ngqo, noma ukungavumelani okubanzi.
Amagama angukhiye angalungile ku-Adwords anganciphisa imali echithwayo yezikhangiso ngokuqinisekisa ukuthi isikhangiso sakho sizovela kuphela kubantu abafuna into ngqo oyithengisayo.. Lawa mathuluzi asebenza kahle kakhulu ekuqedeni ukusetshenziswa kwemali okumoshayo kwezikhangiso nokwandisa imbuyiselo ekutshalweni. Uma ungaqiniseki ngendlela engcono kakhulu yokusebenzisa amagama angukhiye angalungile emikhankasweni yakho ye-Adwords, ungafunda isihloko sikaDerek Hooker ngesihloko.
Nakuba amagama angukhiye angalungile engabangeli izikhangiso, bangakhuphula ukuhambisana kwemikhankaso yakho. Ngokwesibonelo, uma uthengisa izinto zokugibela, isikhangiso sakho ngeke siboniswe kubantu abafuna imishini yokugibela. Lokhu kungenxa yokuthi abantu abasesha leyo nto ethile abafani nephrofayili yemakethe oyiqondisayo. Ngakho-ke, igama elingukhiye elibi lingathuthukisa imikhankaso yakho. Nokho, kubalulekile ukungaguquguquki. Kumanuwali ye-Adwords, ungashintsha amagama akho angukhiye aphikisayo noma nini lapho kudingeka.
Manje ungaqondisa izikhangiso zakho ngokusekelwe ohlotsheni lwedivayisi esetshenziswa othile. Ngokwesibonelo, uma uyibhizinisi, ungase ufune ukukhomba izikhangiso kubantu abasebenzisa amadivaysi abo eselula. Nokho, uma ufuna ukufinyelela kubasebenzisi beselula futhi uthuthukise amazinga okuguqulwa, kufanele wazi uhlobo lwedivayisi abalusebenzisayo. Ngaleyondlela, ungalungisa kangcono okuqukethwe kwesikhangiso sakho kanye nemiyalezo ngohlobo lwedivayisi abayisebenzisayo.
Njengoba abasebenzisi beselula beqhubeka nokukhula ngenani, ukuqondisa kwedivayisi kuzobaluleke kakhulu kubakhangisi. Ngokunaka ukuziphatha komsebenzisi kuwo wonke amadivayisi, ungaqonda ukuthi amakhasimende akuphi ohlelweni lokuthenga futhi unikeze ukuguqulwa okuncane ngokufanele. Ngalolu lwazi, uzokwazi ukwakha imikhankaso esebenza ngempumelelo futhi unikeze ulwazi olungenazihibe kumakhasimende akho. Ngakho, ngesikhathi esilandelayo lapho uhlela ukukhomba abasebenzisi beselula, qiniseka ukuthi ucabanga ukukhonjwa kwe-cross-device.
Uma uqondise kubasebenzisi bamathebulethi, uzofuna ukusebenzisa ukuqondisa kwedivayisi ku-Adwords. Ngale ndlela, izikhangiso zakho zizohlobana kakhulu kulabo basebenzisi abasebenzisa amathebulethi. I-Google ikhipha izinketho zokukhomba idivayisi emasontweni ezayo, futhi izokwazisa uma isitholakala. Lokhu kuzokhuphula izindleko zokukhangisa kweselula yakho futhi kukuvumele ukuthi ulungise izikhangiso zakho ukuze ziqondise abantu okungenzeka basebenzise idivayisi yakho yethebhulethi..
Ku-Google Adwords, ukukhomba ngedivayisi kuyisinyathelo esibalulekile kunoma yimuphi umkhankaso wezikhangiso ze-Google. Ngaphandle kokukhomba idivayisi ngendlela efanele, ungase ugcine wenze ukucabangela okungalungile mayelana nezisusa zamakhasimende akho. Ngakho-ke, kubalulekile ukuqonda le nqubo. Ungahlukanisa okuqukethwe kwakho futhi useshe imikhankaso futhi uqhube umkhankaso osebenza ngempumelelo ngokucabangela idivayisi yabasebenzisi. Kodwa ungasetha kanjani ukuqondisa kwedivayisi? Nansi indlela ongakwenza ngayo.
