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Kunezici ezimbalwa okufanele zicatshangelwe uma usebenzisa i-Adwords. Lezi zici zifaka iqembu lesikhangiso segama elingukhiye elilodwa (I-SHAFT), Isikolo sekhwalithi, Ibhidi ephezulu, kanye Nezindleko ngokuchofoza ngakunye. Lezi zici zingakusiza ukuthi udale ikhasi lokubikezela elikhangayo futhi elinikeza inani ezivakashini. Nawa amanye amathiphu angakusiza ukuthi udale ikhasi lokufika elizoheha izivakashi futhi liziguqule libe abathengi.
Iqembu Elilodwa Lesikhangiso Elingukhiye, noma SKAG, iyindlela enhle yokudala ubudlelwano obugxilile phakathi kwegama elingukhiye nekhophi yesikhangiso, kuyilapho ugwema inkimbinkimbi yokudala inani elikhulu lamaqembu Esikhangiso. Nokho, Amaqembu esikhangiso segama elingukhiye elilodwa awawona awo wonke umkhankaso. Le nqubo ayinconywa emikhankasweni enetimu, njengewebhusayithi enikezelwe kumkhiqizo noma isevisi eyodwa.
Ama-SKAG aphinde avumele ukulawula okwengeziwe kumabhidi wamagama angukhiye kanye nesabelomali se-PPC. Lapho isetshenziswe ngendlela efanele, bangakusiza ukuthi ugcine umkhankaso wakho we-PPC ulawulwa. Ngoba igama elingukhiye elilodwa kuphela elivela eqenjini elilodwa lesikhangiso, ungabheka zonke izindleko zomkhankaso wesikhangiso futhi uqaphe amagama angukhiye kalula.
Indlela ye-Single Keyword Ad Group ingakusiza ukuthi uthuthukise imikhankaso yakho ye-PPC ngokuthuthukisa ukuhambisana kwayo. Ikuvumela ukuthi usebenzise igama elingukhiye elilodwa kuwo wonke amaqembu esikhangiso, ukuqinisekisa ukuthi izikhangiso zakho zizovela phambi kwezinhlobonhlobo zabasebenzisi. Isebenza kahle kakhulu ngemikhankaso emincane, kodwa njengoba umkhankaso wakho ukhula, ukusebenzisa amaqembu amaningi esikhangiso samagama angukhiye kungenza ukuphatha umkhankaso wakho kube nzima kakhulu.
Kunezici ezimbalwa ezithinta Ikhwalithi Yemiphumela yezikhangiso zakho. Okubaluleke kakhulu izinga lakho lokuchofoza. Lesi isilinganiso sokuthi abantu bachofoze kangaki esikhangisweni sakho, okusho ukuthi uma uthola izinga eliphezulu lokuchofoza, isikhangiso sakho kungenzeka sihlobane futhi siphumelele.
Ukuhambisana kwekhophi yesikhangiso sakho nakho kuyisici esibaluleke kakhulu Esifundweni Sekhwalithi. Lokhu kubalulekile ngoba okuqukethwe okusebenzisayo kufanele kuhlobane namagama akho angukhiye. Kungenjalo, izikhangiso zakho zingase zibonakale njengezingabalulekile noma ziyadukisa. Ikhophi efanelekile kufanele ihehe, kodwa ayikhambi kangangokuba ichezuka endikimbeni yamagama angukhiye. Futhi, kufanele izungezwe umbhalo ofanele. Ngokwenza lokhu, uzokwazi ukuletha isikhangiso esibaluleke kakhulu kongase abe ikhasimende.
Esinye isici esithinta isikolo sakho sekhwalithi isabelomali. Uma unesabelomali esincane, ukuhlukanisa izikhangiso zakho kungase kungabi inketho engcono kakhulu. Ukuhlola okuhlukanisayo ngeke nje kube nomthelela kuzo zonke izikhangiso zakho, kodwa futhi uzoba nemali encane ongazama ngayo. Nokho, akunakwenzeka ukuthuthukisa Umphumela Wekhwalithi wezikhangiso zakho.
Ikhwalithi Score ye-akhawunti yakho ye-AdWords iyimethrikhi ebaluleke kakhulu ezonquma ukuthi izikhangiso zakho zisebenza ngempumelelo kangakanani. Umphumela Wekhwalithi ephezulu uzosho amabhidi aphansi e-CPC kanye nokuchayeka okungcono kwesayithi lakho. Uma izikhangiso zakho zihambisana kakhulu, lapho umphumela wakho Wekhwalithi uzoba phezulu. Ngokusebenzisa okuqukethwe okufanele, uzokwazi ukwedlula abathengi abaphezulu endalini.
Ngaphezu kwebhidi yakho ye-CPC, I-Quality Score izophinde inqume ukuhambisana kwezikhangiso zakho. Lokhu kubalulekile ngoba kunomthelela ezingeni lesikhangiso. Ikhwalithi ephezulu yamaphuzu, maningi amathuba okuthi abantu bazochofoza ezikhangisweni zakho. Kuwufanele ukutshala isikhathi nomzamo ekukhuliseni isikolo sakho Sekhwalithi ngoba sizokunikeza indawo engcono nezindleko eziphansi ngokuchofoza ngakunye.
Uma unesabelomali esincane, usengakwazi ukuncintisana ngokumelene nesabelomali esikhulu sabanye. Khumbula, ungakwazi ukushaya labo abachitha izigidi zamaRandi ngaphandle kokunaka kakhulu izinga. Inqobo nje uma uletha imiphumela emihle, kufanele uklonyeliswe ngokubekwa okungcono.
Uma ufuna ukusebenzisa imali encane kumkhankaso wakho we-Google Adwords, ukwehlisa ibhidi kumagama angukhiye athile emaqenjini athile ezikhangiso kungaba yindlela enhle yokunciphisa izindleko zakho zokuguqulwa ngakunye. Leli su lizonciphisa isabelomali sakho sonke ngoba uzobe uchitha imali encane kumagama angukhiye angaguquki futhi. Lawa magama angukhiye ngokuvamile anesisekelo esibanzi futhi kungenzeka awashayeli ithrafikhi efanele noma aguqule ngezinga olifunayo. Kungakhathaliseki, zingakubiza ngaphezu kwalokho ongathanda. Ukwandisa amabhidi akho ngamagama angukhiye athile nakho kuzokusiza ukuthi wonge imali.
Ngaphambi kokukhetha ibhidi, udinga ukunquma inhloso yomkhankaso wakho. Kunezindlela ezahlukahlukene ongakwenza ngazo lokhu, futhi isu elilungile lokubhida lingenza noma liphule umkhankaso wakho. Uma usuwazi umgomo wakho, ungakwazi ke ukulungisa ibhidi yakho ukuze uyifeze. Uma umgomo wakho uwukukhiqiza ithrafikhi eyengeziwe, ungakhuphula ibhidi yakho ephezulu ukuze uhehe abantu abaningi kuwebhusayithi yakho.
Uma ubhida ku-Google Adwords, udinga ukwenza isiqiniseko sokuthi isikhangiso sakho sihambisana kakhulu. I-Google izonikeza igama elingukhiye ngalinye isikolo sekhwalithi ukusuka kweyodwa ukuya kweyishumi. Ikhwalithi ephezulu yamaphuzu, lapho isikhangiso sakho sizovela phezulu endaweni ephezulu yemiphumela yosesho.
Ungasebenzisa futhi i-ROAS eqondiwe (Buyela Ku-AdWords Spend) ukusetha ibhidi efanele. I-ROAS eqondiwe yinani lokuguqulwa elimaphakathi ngedola ngalinye elichithwe ezikhangisweni zakho. Ngamanye amazwi, uma usebenzisa $1 ekubekweni kwesikhangiso, kufanele ulindele ukukhiqiza $3 ekuthengisweni. Ungakwazi futhi ukusetha inani elithile lokuguqulwa lemikhankaso yakho ngokusebenzisa ukulandelela ukuguqulwa. Ukusebenzisa lesi sici, udinga ukuba nakho 15 ukuguqulwa kokugcina 30 izinsuku.
Isici se-Google sokulandelela ukuguqulwa sikuvumela ukuthi uhlaziye ukusebenza kwezikhangiso zakho futhi ulandelele ukuthi ziguquka kahle kangakanani. Ingakusiza wenze izinqumo ezinolwazi mayelana nokuthi ungakhuphula noma cha umkhawulo webhidi noma uguqule isu leqembu ngalinye lesikhangiso.
Izindleko ze-AdWords zingahluka kakhulu, kuye ngohlobo lomkhiqizo noma isevisi oyithengisayo. Ngokwesibonelo, a $15 umkhiqizo we-e-commerce noma a $5,000 isevisi ingase ingakufanelekeli ukuchitha imali engaphezu kwalokho $20 ngokuchofoza ngakunye ukuze uthole isivakashi esisodwa kusayithi lakho. Ukuze unqume izindleko ezifanele ngokuchofoza ngakunye, cabangela i-ROI yakho. Isilinganiso semali engenayo kuya kweyokuchitha isikhangiso ngokuvamile siyenelisa.
Nakuba kungase kubonakale kulinga ukonga imali ngokukhokhela kancane isikhangiso, lokhu kungaba yingozi ebhizinisini lakho. Akukhona nje ukuthi lokhu kuwukumosha imali, kodwa kungenzeka ukuthi awutholi ukuchofoza okuqondiwe. Izinkampani zezikhangiso zivame ukusetha ama-CPC zisebenzisa ifomula noma inqubo yokubhida. I-CPC inani ozolikhokhela umshicileli njalo uma othile echofoza esikhangisweni sakho, futhi iningi labashicileli lisebenzisa umhlinzeki wenkampani yangaphandle ukuze likuxhumanise nabazoba amakhasimende.
Amamethrikhi e-CPC ahlukaniswe izigaba ezimbili: isilinganiso kanye esiphezulu. I-CPC emaphakathi yinani ocabanga ukuthi ukuchofoza ngakunye kulifanele, kuyilapho i-CPC enkulu iyinani eliphezulu ozimisele ukulikhokha. I-Google incoma ukusetha ubuningi be-CPC kokuthi $1. Izindleko ezenziwa mathupha ngokuchofoza ngakunye kuyindlela eyengeziwe yokusetha ama-CPC aphezulu.
I-AdWords ingaba ithuluzi lebhizinisi elinamandla labathengisi be-e-commerce. Kusiza ukubeka imikhiqizo yakho phambi kwamakhasimende asesha imikhiqizo efanayo. Ngezikhangiso ze-Google, ukhokha kuphela uma othile echofoza esikhangisweni sakho. Ungasebenzisa imali encane $2 ngokuchofoza ngakunye uma uzimisele ukutshala isikhathi nemali edingekayo ukuze udale umkhankaso oyimpumelelo we-AdWords.
I-Google AdWords iwuhlelo lokukhangisa ku-inthanethi olusetshenziswa kakhulu. Kulula ukubala i-ROI futhi usethe imigomo yokumaketha. Ungaqhathanisa izindleko zakho ngokuchofoza ngakunye nezilinganiso zomkhakha. Ngokwesibonelo, isilinganiso sesilinganiso sokuchofoza senkampani yezindlu 1.91% okwenethiwekhi yokusesha kanye 0.35 iphesenti lenethiwekhi yesibonisi.
Ngaphezu kokulinganisa i-CPC, kufanele futhi ucabangele ukubaluleka kokuguqulwa. Lapho uthuthukisa imali yakho yokukhangisa, kufanele usebenzise imodeli yesichasiso efanele imigomo yebhizinisi lakho. Ngokwesibonelo, uma usebenzisa umkhankaso Wokuthengisa NgoLwesihlanu Olumnyama, kufanele usebenzise imodeli yesichasiso Yokuchofoza Okungaqondile Kokugcina. Le modeli yesichasiso izobalula ukuthenga ekuchofozweni okungaqondile kokugcina.
