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Uma umusha ekusebenziseni i-Google Adwords, ungase uzibuze ukuthi uzokwenza kanjani ukusetha izikhangiso zakho. Kunezinto ezimbalwa okufanele uzicabangele, kufaka phakathi izindleko ngokuchofoza ngakunye (CPC) ukukhangisa, amagama angukhiye angalungile, Ukukhangisa okuqondiswe kusayithi, kanye ne-retargeting. Lesi sihloko sizowachaza wonke, futhi nokuningi. Lesi sihloko sizokusiza futhi ukuthi unqume ukuthi yiluphi uhlobo lwesikhangiso olulungele iwebhusayithi yakho. Kungakhathalekile izinga lakho lolwazi nge-PPC, uzofunda okuningi nge-Adwords kulesi sihloko.
Kukhona izinzuzo zokukhangisa kwe-CPC. Izikhangiso ze-CPC zivame ukususwa kumasayithi kanye namakhasi emiphumela yezinjini zokusesha uma isabelomali sesifinyelelwe. Le ndlela ingasebenza kakhulu ekwandiseni ithrafikhi yonke kuwebhusayithi yebhizinisi. Kuyasebenza futhi ekuqinisekiseni ukuthi isabelomali sokukhangisa asimoshi, njengoba abakhangisi bakhokhela kuphela ukuchofoza okwenziwe amakhasimende angaba khona. Ngokuqhubekayo, abakhangisi bangakwazi ukwenza kabusha izikhangiso zabo ukuze bakhulise inani lokuchofoza abakutholayo.
Ukuze uthuthukise umkhankaso wakho we-PPC, bheka izindleko ngokuchofoza ngakunye. Ungakhetha kusukela ekukhangiseni kwe-CPC ku-Google Adwords usebenzisa amamethrikhi atholakala kudeshibhodi yakho yomphathi. I-Ad Rank yisibalo esikala ukuthi ukuchofoza ngakunye kuzobiza malini. Kucatshangelwa Izinga Lesikhangiso kanye Nomphumela Wekhwalithi, kanye nomthelela ocatshangelwayo ovela kwamanye amafomethi nezandiso zesikhangiso. Ngaphezu kwezindleko ngokuchofoza ngakunye, kukhona ezinye izindlela zokwandisa inani lokuchofoza ngakunye.
I-CPC ingasetshenziswa futhi ukunquma imbuyiselo ekutshalweni kwezimali. Amagama angukhiye e-CPC aphezulu avame ukukhiqiza i-ROI engcono ngoba anezinga eliphezulu lokuguqulwa. Kungasiza futhi abaphathi ukuthi banqume ukuthi basebenzisa imali engaphansi noma basebenzisa ngokweqile. Uma lolu lwazi selutholakala, ungalungisa isu lakho lokukhangisa le-CPC. Kodwa khumbula, I-CPC akuyona yonke into – kuyithuluzi kuphela lokuthuthukisa umkhankaso wakho we-PPC.
I-CPC isilinganiso semizamo yakho yokumaketha emhlabeni we-inthanethi. Ikuvumela ukuthi unqume ukuthi ingabe ukhokha kakhulu izikhangiso zakho futhi awenzi inzuzo eyanele. Nge-CPC, ungathuthukisa isikhangiso sakho nokuqukethwe kwakho ukuze ukhulise i-ROI yakho futhi ushayele ithrafikhi eyengeziwe kuwebhusayithi yakho. Iphinde ikuvumela ukuthi wenze imali eningi ngokuchofoza okumbalwa. Ngaphezu kwalokho, I-CPC ikuvumela ukuthi uqaphe ukusebenza komkhankaso wakho futhi ulungise ngokufanele.
Ngenkathi i-CPC ithathwa njengohlobo oluphumelela kakhulu lokukhangisa ku-inthanethi, kubalulekile ukwazi ukuthi akuyona indlela kuphela. CPM (izindleko eziyinkulungwane) kanye ne-CPA (izindleko ngesenzo ngasinye noma ukutholwa) nazo ziyizinketho ezisebenzayo. Uhlobo lwakamuva lusebenza kangcono kumabhrendi agxile ekuqashelweni komkhiqizo. Ngokufanayo, CPA (izindleko ngesenzo ngasinye noma ukutholwa) olunye uhlobo lokukhangisa ku-Adwords. Ngokukhetha indlela yokukhokha efanele, uzokwazi ukukhulisa ibhajethi yakho yokukhangisa futhi wenze imali eyengeziwe.
Ukwengeza amagama angukhiye angalungile ku-Adwords kuyinqubo elula. Landela okokufundisa okusemthethweni kwe-Google, okuyiwona wakamuva futhi ophelele, ukuze ufunde ukuthi ungasetha kanjani lesi sici esibalulekile. Izikhangiso zokukhokha ngokuchofoza ngakunye zingangeza ngokushesha, ngakho amagama angukhiye angemahle azokwelula ithrafikhi yakho futhi anciphise ukusetshenziswa kwezikhangiso okumoshiwe. Ukuze uqalise, kufanele udale uhlu lwamagama angukhiye angalungile futhi usethe isikhathi sokubuyekeza amagama angukhiye ku-akhawunti yakho.
Uma usulwenzile uhlu lwakho, iya emikhankasweni yakho futhi ubone ukuthi iyiphi imibuzo echofoziwe. Khetha lawo ongafuni avele ezikhangisweni zakho bese wengeza amagama angukhiye aphikisayo kuleyo mibuzo. I-AdWords izobe isisusa umbuzo futhi ibonise amagama angukhiye abalulekile kuphela. Khumbula, nakuba, ukuthi igama elingukhiye eliphikisayo alikwazi ukuqukatha okungaphezu kwalokho 10 amazwi. Ngakho, qiniseka ukuthi uyisebenzisa kancane.
Kufanele futhi ufake ukungapeli kahle kahle nezinguqulo zobuningi zaleli gama ohlwini lwakho lwamagama angukhiye aphikisayo. Ukungapelwa kahle kugcwele emibuzweni yosesho, ngakho-ke kuyasiza ukusebenzisa izinguqulo zobuningi zamagama ukuze uqinisekise uhlu olubanzi. Ungaphinda ukhiphe imigomo engahlobene nemikhiqizo yakho. Ngale ndlela, izikhangiso zakho ngeke zivele kumasayithi angahambisani nomkhiqizo wakho. Uma amagama akho angukhiye aphikisayo asetshenziswa kancane, bangaba nomphumela ophambene njengalabo abenzayo.
Ngaphandle kokugwema amagama angukhiye angeke aguquke, amagama angukhiye angalungile nawo ayasiza ekuthuthukiseni ukukhomba komkhankaso wakho. Ngokusebenzisa la magama angukhiye, uzoqinisekisa ukuthi izikhangiso zakho zivela kuphela emakhasini ahlobene, okuzonciphisa ukuchofoza okumoshiwe kanye nokusetshenziswa kwe-PPC. Ngokusebenzisa amagama angukhiye aphikisayo, uzothola izethameli ezingcono kakhulu zomkhankaso wakho wokukhangisa futhi wandise i-ROI. Lapho kwenziwa ngendlela efanele, amagama angukhiye angalungile angakhuphula kakhulu i-ROI emizamweni yakho yokukhangisa.
Izinzuzo zokusebenzisa amagama angukhiye angalungile ziningi. Ngeke nje bakusize ukuthi uthuthukise umkhankaso wakho wesikhangiso, kodwa futhi zizothuthukisa inzuzo yomkhankaso wakho. Empeleni, ukusebenzisa amagama angukhiye angalungile kungenye yezindlela ezilula zokuthuthukisa imikhankaso yakho ye-AdWords. Amathuluzi ohlelo oluzenzakalelayo azohlaziya idatha yombuzo futhi aphakamise amagama angukhiye angalungile azokwandisa amathuba okuba izikhangiso zakho ziboniswe emiphumeleni yosesho.. Uzokonga inani elikhulu lemali ngokusebenzisa amagama angukhiye angalungile futhi ube nempumelelo eyengeziwe ngomkhankaso wakho wesikhangiso.
I-Adwords’ Isici sokukhomba isayithi sivumela abakhangisi ukuthi bafinyelele amathemba besebenzisa iwebhusayithi yabo. Isebenza ngokusebenzisa ithuluzi lokuthola amawebhusayithi ahlobene nomkhiqizo noma isevisi enikezwa umkhangisi. Izindleko zokukhangisa nge-Site Targeting ziphansi kune-CPC evamile, kodwa amazinga okuguqulwa ahluka kakhulu. Izindleko ezincane $1 ngemibono eyinkulungwane, okulingana no-10C/ngokuchofoza. Izinga lokuguqulwa liyahlukahluka kakhulu kuye ngemboni nokuncintisana.
Ukuqondisa kabusha kuyindlela enhle yokufinyelela amakhasimende akho akhona futhi ukholise izivakashi ezimanqikanqika ukuthi zinikeze umkhiqizo wakho elinye ithuba. Le ndlela isebenzisa amaphikseli okulandelela namakhukhi ukuze iqondise izivakashi ezishiye iwebhusayithi yakho ngaphandle kokuthatha isinyathelo. Imiphumela emihle kakhulu itholakala ngokuhlukanisa izethameli zakho ngeminyaka, ubulili, nezithakazelo. Uma uhlukanisa izethameli zakho ngeminyaka, ubulili, nezithakazelo, ungakwazi ukukhomba kalula imizamo yokumaketha kabusha ngokufanele. Kodwa qaphela: ukusebenzisa i-retargeting ngokushesha kakhulu kungase kucasule izivakashi zakho eziku-inthanethi futhi kulimaze isithombe somkhiqizo wakho.
Kufanele futhi ukhumbule ukuthi i-Google inezinqubomgomo mayelana nokusebenzisa idatha yakho ukuphinda ukhombe. Ngokuvamile, akuvunyelwe ukuqoqa noma ukusebenzisa ulwazi lomuntu siqu olufana nezinombolo zekhadi lesikweletu noma amakheli e-imeyili. Izikhangiso ezikhomba kabusha ezinikezwa yi-Google zisekelwe kumasu amabili ahlukene. Enye indlela isebenzisa ikhukhi kanti enye isebenzisa uhlu lwamakheli e-imeyili. Indlela yokugcina ingcono kakhulu ezinkampanini ezihlinzeka ngesilingo samahhala futhi ezifuna ukuzikholisa ukuthi zithuthukele enguqulweni ekhokhelwayo.
Uma usebenzisa ukukhomba kabusha nge-Adwords, kubalulekile ukukhumbula ukuthi abathengi kungenzeka kakhulu bazibandakanye nezikhangiso ezihambisana nabo. Lokhu kusho ukuthi abantu abavakashela ikhasi lomkhiqizo kungenzeka ukuthi bathenge kunezivakashi ezifika ekhasini lakho eliyisiqalo. Ngakho-ke, kubalulekile ukudala ikhasi lokubikezela elithuthukisiwe ngemuva kokuchofoza elifaka izici ezigxile ekuguquleni. Ungathola umhlahlandlela ophelele ngale ndaba lapha.
Ukuqondisa kabusha ngemikhankaso ye-Adwords kungenye yezindlela zokufinyelela ezivakashini ezilahlekile. Le nqubo ivumela abakhangisi ukuthi babonise izikhangiso ezivakashini zewebhusayithi yabo noma izinhlelo zokusebenza zeselula. Ukusebenzisa i-Google Ads, ungakwazi futhi ukufinyelela kubasebenzisi bezinhlelo zokusebenza zeselula. Ukuthi uphromotha iwebhusayithi ye-e-commerce noma isitolo se-inthanethi, ukubuyisela kabusha kungaba indlela ephumelela kakhulu yokugcina uthintana namakhasimende alahliwe.
Ukuqondisa kabusha ngemikhankaso ye-Adwords kunemigomo emibili eyinhloko: ukugcina nokuguqula amakhasimende akhona kanye nokwandisa ukuthengisa. Okokuqala ukwakha okulandelayo ezinkundleni zokuxhumana. I-Facebook ne-Twitter zombili izinkundla ezisebenzayo zokuthola abalandeli. Twitter, Ngokwesibonelo, inokungaphezu 75% abasebenzisi beselula. Ngakho, izikhangiso zakho ze-Twitter kufanele zihambisane neselula futhi. Izithameli zakho cishe zizoguquka uma zibona izikhangiso zakho kumakhalekhukhwini wazo.
