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Unemikhankaso eminingi ye-AdWords esebenza ngesikhathi esisodwa. Ufuna ukwenza isiqiniseko sokuthi ngamunye wale mikhankaso uletha ithrafikhi eningi kuwebhusayithi yakho. Kulapho Amaqembu Esikhangiso namagama angukhiye aqala khona ukusebenza. Kunezindlela eziningi ezahlukene zokukhomba izethameli ezahlukene ngezikhangiso zakho, futhi kunezindlela eziningi zokuthola amagama angukhiye anevolumu ephezulu.
Izindleko ngokuchofoza ngakunye kwe-Adwords zingahle zibe phansi $1 noma phezulu njengoba $59. Kuncike embonini, umkhiqizo, kanye nezethameli eziqondiwe. Imboni ebiza kakhulu imboni yezomthetho, kuyilapho izindleko eziphansi ziku-eCommerce kanye nezimboni zokuhamba nezokungenisa izihambi. Ngaphezu kwe-CPC, amabhizinisi nawo adinga ukucabangela izinga lawo lokuguqulwa kanye nemigomo ye-ROI. Okwamabhizinisi amaningi, isilinganiso semali engenayo-kuya-kusetshenziswe-isikhangiso siyamukeleka.
I-Google AdWords iyithuluzi elibalulekile labamakethi be-e-commerce. Ibeka imikhiqizo yabo phambi kwamakhasimende afuna ngenkuthalo imikhiqizo efana neyakhe. I-Google Ads iphinda ilandelele uhambo lwazo olugcwele lwesivakashi futhi ikhokhisa kuphela uma ukuchofoza kuphumelele. Kulula kakhulu ukuqapha izindleko kanye ne-ROI ye-Google AdWords.
Izindleko ngokuchofoza ngakunye kwe-Adwords zinqunywa ifomula noma inqubo yokubhida. Isikhangiso sika-Google ngeke size sibize ukwedlula ibhidi ephezulu kakhulu, kodwa ingabiza kancane kunomkhangisi oseduze kakhulu. Nokho, kubalulekile ukuqaphela ukuthi noma ngabe ababhidi banamaphuzu ekhwalithi afanayo, bangase banikeze inani elihlukile legama elingukhiye elifanayo.
Isikolo sekhwalithi yesikhangiso sakho siyisici esikhulu ekunqumeni izindleko ngokuchofoza ngakunye. Izikhangiso zekhwalithi ephezulu kungenzeka zihehe ukuchofoza futhi zithole i-CPC ephansi. Ngenhlanhla, ungathuthukisa i-CTR yakho ngamasu alula njengokuthuthukisa iwebhusayithi yakho nezikhangiso. Ngokuthuthukisa i-CTR yakho, uzogcina imali ku-CPC, ngenkathi ikhulisa ukuguqulwa.
I-Amazon iyindawo enkulu ye-e-Commerce. Ukukhangisa ku-Amazon kubiza u-$0.44/ngokuchofoza izingubo, $0.79 okwe-elekthronikhi, futhi $1.27 eyezempilo kanye nemikhiqizo yasendlini. Ngaphezu kwalokho, uzokhokha $0.9 kwezemidlalo nezikhangiso zangaphandle. Nokho, lezi zindleko zingashintsha unyaka nonyaka.
Ofaka isicelo angakhetha ukusebenzisa ukubhida okwenziwa ngesandla noma okuzenzakalelayo. Endabeni yokugcina, obhidayo ukhetha ibhidi ephezulu yegama elingukhiye ngalinye noma iqembu lesikhangiso. Ngenkathi ukubhida okwenziwa mathupha kukunikeza ukulawula phezu kwamabhidi akho, ukubhida okuzenzakalelayo kuvumela i-Google ukuthi ikhethe ibhidi engcono kakhulu yebhajethi yakho.
Uma ufuna ukukhulisa izinga lokuchofoza lezikhangiso zakho, kufanele ugxile ekuthuthukiseni i-Quality Score yakho. Umphumela Wekhwalithi Yesikhangiso sakho unqunywa izici eziningi ezahlukene, okuhlanganisa igama elingukhiye olisebenzisayo kanye nekhophi yesikhangiso. Uma isikhangiso sakho sihambisana kakhulu nenhloso yokusesha yomsebenzisi, izinga lakho eliphezulu lekhwalithi.
Isikolo sekhwalithi siyimethrikhi ebaluleke kakhulu yemikhankaso ye-Adwords. I-Google iyisebenzisela ukuqinisekisa ukuthi izikhangiso ozibona emiphumeleni yosesho zihambisana nombuzo wosesho. Isebenzisa ama-algorithms afanayo emiphumeleni yosesho ephilayo futhi izobuyisela kuphela izikhangiso okungenzeka ziguqule. Ngokwesibonelo, uma isikhangiso sakho sithole ukuchofoza okuhlanu, izoba neQuality Score ye 0.5%.
Ngaphezu kwalokho, ikhophi yakho yesikhangiso kufanele ihambisane namagama angukhiye owaqondise. Isikhangiso esingabhalwanga kahle noma esingabalulekile singazizwa sikhohlisa futhi singaholela umsebenzisi ukuthi achofoze. Ngakho-ke, kufanele udale ikhophi yesikhangiso ekhangayo engasuki kude nesihloko. Kufanele futhi izungezwe umbhalo ohlobene ukuze ihehe ithrafikhi efaneleka kakhulu ngangokunokwenzeka. Isikolo sekhwalithi ye-Adwords sisekelwe ezintweni ezimbalwa, kuhlanganise ne-CTR.
Ikhwalithi yekhwalithi ibalulekile ku-Adwords ngoba izonquma ukuthi izikhangiso zakho zizobekwa kanjani emiphumeleni yosesho nokuthi zizokubiza imali noma cha.. Nokho, ukulungiselela amaphuzu ekhwalithi kungaba nzima ngoba ezinye izici zingaphezu kwamandla akho. Ngokwesibonelo, amakhasi okufika kumele aphathwe yi-IT kanye nezingcweti zokuklama, nezinye izingxenye zifaka isandla kumphumela wekhwalithi uwonke.
I-Adwords inezici eziningi ezihloselwe ukuthuthukisa ikhwalithi yezikhangiso zakho futhi ngaleyo ndlela kuthuthukiswe isikolo sakho sekhwalithi Yezikhangiso. Lezi zici zisiza abakhangisi be-PPC bakhuphule amanani abo okuchofoza futhi bakhulise isikolo sabo sekhwalithi. Ngokwesibonelo, ungangeza izinkinobho zekholi, ulwazi lwendawo, noma izixhumanisi zezingxenye ezithile zewebhusayithi yakho.
Uma ufuna ukonga imali kumkhankaso wakho we-Adwords, ungakwazi ukwehlisa inani lebhidi yakho kumagama angukhiye angasebenzi kahle. Ungakwenza lokhu ngokwehlisa inani lebhidi labachithi bakho abakhulu, okungamagama angukhiye asekelwe ngokujwayelekile angakutholi ithrafikhi ehlosiwe oyidingayo. Lawa magama angukhiye angase abe ne-CPC ephakeme kunalokho ongathanda. Ngokwehlisa ibhidi yakho, ungagcina imali ngenkathi ukhulisa i-CPC yamagama angukhiye aqondiswe kakhulu.
I-Adwords’ uhlelo lokubhida lusebenza ngokuqhuba izindali. Uma kunesikhala sokukhangisa, indali inquma ukuthi yisiphi isikhangiso esiboniswayo. Ukubhida kungasuselwa enanini lokuvelayo, ukuchofoza, noma ukuguqulwa. Qiniseka ukuthi ucabangela inani lokuchofoza ngakunye nokuthi ukuguqulwa noma ukuhola kuwufanele ini.
I-Adwords inikeza izinhlobo ezimbili eziyisisekelo zokubhida: manual kanye ne-othomathikhi. Ukubhida mathupha kukunikeza ukulawula okwengeziwe. Ungasetha amabhidi ahlukene wamagama angukhiye angawodwana, amaqembu ezikhangiso, noma ukubekwa kwezikhangiso. Uma usebenzisa ukubhida okwenziwa ngesandla, ungasetha inani ngokuchofoza ngakunye ozimisele ukulikhokhela isikhangiso ngasinye.
Ukuphatha ukubhida kwegama lakho elingukhiye ngaphakathi kwenkundla Yezikhangiso ze-Google kungase kudide. Ukuze ilawuleke, I-Google ihlele amagama angukhiye aba amaqembu ezikhangiso. Iqembu ngalinye lesikhangiso lihlotshaniswa nomkhankaso. Umkhankaso ungaqukatha amaqembu ezikhangiso amaningi, futhi ulungisa isabelomali sansuku zonke ezingeni lomkhankaso.
Ukusetha inani lebhidi kungenye yezinto ezibaluleke kakhulu zomkhankaso wakho we-Adwords. Njengoba amabhizinisi amaningi anesabelomali esilinganiselwe, kubalulekile ukuyisebenzisa ngokuhlakanipha futhi ukwandise i-ROI. Ngaphezu kweqembu lamagama angukhiye, ikhophi yesikhangiso oyisebenzisayo kufanele ihlobane negama elingukhiye olikhethile. Kufanele ichaze umkhiqizo noma isevisi oyinikezayo. Lokhu kuzokwandisa amathuba okuthola ukuchofoza okufunayo.
Ukukhomba amagama angukhiye wevolumu ephezulu kungaba indlela ephumelelayo yokufinyelela izethameli eziningi ngezindleko eziphansi ngokuqhathaniswa ngokuchofoza ngakunye. Nokho, uma izindleko ngokuchofoza ngakunye ziphakeme kunezindleko zegama elingukhiye levolumu ephansi, kungase kungafaneleki. Kubalulekile futhi ukukhomba amagama angukhiye anevolumu ephezulu ahlobene nomkhiqizo wakho. Lokhu kubaluleke kakhulu uma uku-niche yokuncintisana futhi kungenzeka ubone amabhidi ezimbangi zakho’ brand noma amagama.
Okubalulekile ukukhetha amagama angukhiye afana nenjongo yezithameli oziqondise. Uma uqhuba umkhankaso obanzi wokuqwashisa, cishe awufuni ukukhomba amagama angukhiye wevolumu ephezulu. Ngokufanayo, uma uqhuba umkhankaso wokuphendula oqondile, cishe awudingi ukukhomba amagama angukhiye anenhloso ephezulu. Kuye ngezinjongo zakho, ungase uthande ukucabangela ezinye izici zomkhankaso wakho futhi.
Isinyathelo sokuqala ukunquma umthamo wokusesha wegama elingukhiye. Umthamo wokusesha wegama elingukhiye inombolo yokusesha okwenzeka ngesikhathi esithile. Uma usuwazi inani lokusesha, unganquma ukuthi yimaphi amagama angukhiye ozowaqondisa. Isinyathelo esilandelayo ukuchaza inhloso yegama elingukhiye. Inhloso yegama elingukhiye wuhlobo lombuzo umthengi okuqondiwe awufunayo. Lokhu kuzoqinisekisa ukuthi okuqukethwe kwakho kuhambisana nezithameli futhi kuzokwandisa amathuba okuguqulwa.
Esinye isinyathelo esibalulekile sokukhomba amagama angukhiye wevolumu ephezulu ukusungula uhlu lwamagama angukhiye. Ungakwenza lokhu ngokusebenzisa i-Adwords keyword planner. Uma usunohlu lwamagama angukhiye ahlobene nomkhiqizo wakho, ungawengeza emaqenjini ezikhangiso. Nokho, ukudala amaqembu amasha ezikhangiso kungaba luqili.
Elinye icebiso ukukhawulela izindleko ezihlobene ne-Adwords. Inhloso yakho enkulu kufanele kube ukukhulisa ukuvezwa komkhiqizo wakho. Ukuchayeka okwengeziwe onakho, inzuzo eyengeziwe uzoyenza. Ngaphezu kwalokho, ungaphinda udale amaqembu amasha ezikhangiso aqondise amagama angukhiye ekhwalithi ephansi.
Uma usubahlonzile izethameli eziqondiwe, kufanele wenze ngokufanele. Ukusebenzisa amasu we-SEO kanye ne-Pay Per Click ukukhuthaza umkhiqizo wakho kungakhuphula imali engenayo kanye nenzuzo. Ngaphezu kwalokho, ukusebenzisa amagama angukhiye angalungile kusiza ekulawuleni ukuhamba kwethrafikhi. Ungathola amagama angukhiye angalungile ngombiko wethemu losesho le-Adwords kanye nesihleli segama elingukhiye.
