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Ungaba nemikhankaso eminingi ku-akhawunti yakho ye-Adwords. Umkhankaso ngamunye ungaqukatha amagama angukhiye amaningana namaqembu esikhangiso. Ungangeza futhi izinhlobo zezikhangiso. Lokhu kuzokusiza ukuthi udale izikhangiso eziqondiswe kakhulu eziheha abangaba amakhasimende. Nokho, kufanele futhi ukhumbule ukuthi kubalulekile ukuqonda izindleko ngokuchofoza ngakunye (CPC) kanye nekhwalithi yesikolo (QS) yesikhangiso ngasinye.
Izindleko ngokuchofoza ngakunye (CPC) inani olikhokhayo uma othile echofoza esikhangisweni sakho. Iyahlukahluka kuye ngezimboni. Ngokwesilinganiso, amasevisi abathengi kanye nezinsizakalo zomthetho zinama-CPC aphezulu kakhulu. Ngokungqubuzanayo, I-eCommerce kanye nezokuhamba kanye nezokungenisa izihambi zinama-CPC aphansi kakhulu. Izindleko ngokuchofoza ngakunye nazo zincike kubhidi yakho, isikolo sekhwalithi, kanye nokuncintisana.
I-CPC iyithuluzi elihle lokukala impumelelo yakho yokukhangisa. Ku-Google Analytics, ungasetha amamodeli esibaluli ukuze ulandelele imiphumela yemikhankaso yakho. Ngokwesibonelo, ungasebenzisa imodeli yesichasiso Yokuchofoza Okungaqondile Kokugcina, okuzohlanganisa ukuthengwa okwenziwe ngokuchofoza okungaqondile kokugcina (ngaphandle kokuchofoza okuqondile). Khetha imodeli eqondana eduze nemigomo yebhizinisi lakho futhi enikeza isithombe esicacile sayo yonke imizamo yakho yokukhangisa. Ngokufanayo, ungasetha amaqembu ezikhangiso ahlukene ukuze ulinganise izici ezihlukene zomkhankaso, njengomkhankaso we-Black Friday Sales.
Enye indlela esebenzayo yokwandisa i-CPC ukukhulisa ibhidi. Amabhidi aphezulu angaletha ukuguqulwa okwengeziwe ngezindleko eziphansi uma kuqhathaniswa. Nokho, kufanele wazi ukuthi yimalini ongayisebenzisa ngaphambi kokuthi ukuthengiselana kungabi nanzuzo. Ibhidi elincane le $10 kungenza umehluko omkhulu ekuthengiseni, ngakho-ke ungesabi ukubiza kancane.
Izindleko ngokuchofoza ngakunye ziyahlukahluka ngomkhakha, kodwa ingasebenza noma kuphi ukusuka kumadola ambalwa ukuya ngaphansi $100. Nokho, izindleko ezimaphakathi ngokuchofoza ngakunye kwemikhiqizo ye-e-commerce seziseduze $0.88. Lokhu kusho ukuthi abakhangisi abazimisele ukubhida amanani angenangqondo, njenge $1000 ngepheya leholide lamasokisi.
I-CPC ekahle yomkhankaso wakho wokukhangisa incike ku-ROI oyifunayo. Ngokwesibonelo, uma ufuna ukuthengisa $200 ukubaluleka komkhiqizo, kufanele uqondise i-CPC ye $.80. Ngale ndlela, ngabe wenze inzuzo ephindwe kahlanu $40 utshale imali emkhankasweni. Ungasebenzisa ifomula engezansi ukuze unqume i-CPC engcono kakhulu yomkhankaso wakho.
I-Google AdWords ingaba yisizinda samandla esikhulu sokukhula kwabathengisi be-e-commerce. Ibeka imikhiqizo yakho phambi kwamakhasimende asesha imikhiqizo efanayo. Futhi njengoba i-Google ilandelela uhambo oluphelele lwesivakashi, ingakusiza ukuthi uthuthukise ukuguqulwa kwakho kanye nenzuzo. Ingxenye engcono kakhulu ukuthi izindleko ngokuchofoza ngakunye zikhokhiswa kuphela uma othile echofoza esikhangisweni sakho.
Uma ufuna indlela yokukhulisa ukusebenza kahle komkhankaso wakho we-Adwords, isikolo sekhwalithi siyisici esibalulekile. Ngokuqondile, le metric inesibopho sokunquma ukuthi izikhangiso zakho zivela kuphi nokuthi zibiza malini. Empeleni, izinga eliphezulu lesikolo sakho, kunciphisa izindleko zakho ngokuchofoza ngakunye futhi uzothola ukuchayeka okwengeziwe.
Kunezindlela ezimbalwa zokuthuthukisa isikolo sakho Sekhwalithi. Okokuqala, qiniseka ukuthi usebenzisa amagama angukhiye afanelekile kukhophi yakho yesikhangiso. Izikhangiso ezingenangqondo kuzithameli zakho zizobukeka zingabalulekile futhi zizwakale zidukisa. Futhi, qiniseka ukuthi ikhophi yakho inetimu evamile. Ukufaka amagama ahlobene kukhophi yakho kuzokusiza uhehe ukuchofozwa okwengeziwe.
Isici sesibili ku-Quality Score ukuhambisana kwekhasi lakho lokubikezela. Ukusebenzisa ikhasi lokubikezela elihlobene kungathuthukisa amathuba esikhangiso sakho sokuchofozwa amakhasimende angaba khona. Kuyasiza futhi uma ikhasi lakho lokubikezela lihambisana namagama angukhiye owaqondise. Uma ikhasi lakho lokubikezela lingabalulekile, uzogcina unekhwalithi ephansi.
Okwesibili, qiniseka ukuthi ikhasi lakho lokubikezela lifana nomsebenzi wakho we-Adwords. Ngokwesibonelo, uma uthengisa amapeni aluhlaza, uzofuna ukwenza isiqiniseko sokuthi ikhasi lakho lokubikezela lifana nezikhangiso zeqembu lesikhangiso. Uzodinga ikhasi lokubikezela elifana kahle nekhophi yakho yesikhangiso namagama angukhiye.
Ngaphezu kwe-Ad Positioning, Ikhwalithi Yekhwalithi enhle iphinde inikeze iwebhusayithi yakho umkhawulo wokuncintisana. Isikolo sekhwalithi ephezulu sisho ukuthi iwebhusayithi yakho isebenza kahle. Lena into ebalulekile ezokwenza noma yephule umkhankaso wakho wokukhangisa we-PPC. Uma iwebhusayithi yakho inesikolo esihle sekhwalithi, izikhangiso zakho zizovela ziphakeme futhi kaningi kunezimbangi zakho. Ngaphezu kwalokho, ukwanda kokuduma kwezikhangiso ze-Google kubhebhezele ukuncintisana okushubile phakathi kwabakhangisi.
Ucwaningo lwamagama angukhiye lubalulekile empumelelweni yanoma yimuphi umkhankaso wokumaketha wosesho. Ukusebenzisa i-Google Keyword Planner, ungathola amatemu afanelekile ebhizinisi lakho futhi ugade umthamo wabo wosesho. Kuphinde kufake phakathi ulwazi olubalulekile njengedatha ye-Google Trends kanye nezibalo zendawo. Ngokusebenzisa le datha, ungakha isu lokuqukethwe kuleyo migomo.
Umgomo wocwaningo lwamagama angukhiye ukuthola izimakethe ezinenzuzo kanye nenhloso yokusesha. Amagama angukhiye anenhloso engalungile awasebenzi. Ngokwesibonelo, sesha izinhloso ze “ukuthenga ikhekhe lomshado” futhi “izitolo zekhekhe lomshado eduze kwami” zihlukile. Owokuqala uhlobene nendawo yokuthenga eseduze, kuyilapho lesi sakamuva sigxile kakhulu entshisakalweni evamile.
Ukuze ukhethe amagama angukhiye alungile, kufanele uqale unqume ukuthi iwebhusayithi yakho imayelana nani. Lokhu kwenziwa ngokucabangela izethameli eziqondiwe kanye nohlobo lokusesha ezilwenzayo. Kubalulekile futhi ukucabangela inhloso yabo yokusesha, okungaba ulwazi, okwenziwayo, noma kokubili. Bese, kufanele uhlole ukuhlobana phakathi kwamagama angukhiye ahlukene.
Ucwaningo lwamagama angukhiye luyisinyathelo esibalulekile empumelelweni yanoma yimuphi umkhankaso we-AdWords. Kuzokusiza ukuthi unqume ibhajethi yakho futhi uqinisekise ukuthi umkhankaso wakho uzoveza imiphumela oyifunayo. Ukusebenzisa Isihleli Segama elingukhiye, ungabona futhi ukuthi igama elingukhiye elithile liseshwa kangaki, nokuthi bangaki abaqhudelana nabo abaqhudelanayo. Lokhu kuzokuvumela ukuthi wenze umkhankaso wakho uhambisane nemakethe yakho ohlosiwe.
I-Google Keyword Planner iyithuluzi elihle lokucwaninga kwegama elingukhiye le-Adwords. Ithuluzi lizokusiza ukuthi wenze izinguquko embhalweni wakho wesikhangiso. Ngokwesibonelo, uma usebenzisa i-AdWords yebhizinisi lakho, ungasebenzisa i-Keyword Planner ye-Google ukuze uqhathanise imishwana futhi ubone ukuthi iyiphi ephumelela kakhulu.
Esinye sezici ezibaluleke kakhulu ze-AdWords inqubo yokubhida. Lena inqubo yokubeka izindleko eziphezulu zesikhangiso sakho kanye nenani elimaphakathi ngokuchofoza ngakunye. Isistimu yokubhida ye-Google isekelwe ekuhlinzekeni nasekufuneni. Abakhangisi abathuthukile basebenzisa izinguquko zamabhidi ukuze balungiselele amabhidi abo usuku lonke.
Uma umusha ku-AdWords, kufanele ucabangele izinjongo zebhizinisi lakho ngaphambi kokubeka isu lokubhida. Kulula ukuchitha imali eningi kumabhidi wamagama angukhiye uma ungayazi inqubo. Ukuze ugweme lokhu, ungahlola isu lakho lokubhida usebenzisa amathuluzi afana ne-PPExpo.
Ukubhida ngamagama angukhiye kuyingxenye ebalulekile yomkhankaso wakho we-Adwords. Inquma ukuthi uzokhokha malini ngekhasimende ngalinye elisha. Kufanele ukhumbule ukuthi ufuna ukwenza imali, lingalahleki. Ngakho, amabhidi wakho wegama elingukhiye kufanele abonise lokhu. Kodwa kungase kube nzima ukulungisa la manani.
Isinyathelo sokuqala sokudala isu lebhidi lomkhankaso wakho we-AdWords ukunquma ukuthi uzimisele ukusebenzisa malini ngokuguqulwa ngakunye.. Ungasebenzisa indlela ye-CPC noma ukubhida kwe-CPA ukuze usethe amabhidi kumagama angukhiye athile. Nokho, kufanele ukhumbule ukuthi ukuguqulwa okuhlukahlukene kubiza amanani ahlukene emali. Ngakho-ke, isu lokubhida elithuthukisiwe lizokusiza ukuthi uthole inombolo ephezulu kakhulu yokuguqulwa ngenani elincane lemali.
Izindleko ezithuthukisiwe ngokuchofoza ngakunye (ECPC) ukubhida okuhlakaniphile kuzokhuphula noma kunciphise ibhidi yakho ngokusekelwe emathubeni okuthengisa. Le ndlela yokubhida isebenza kudatha yokuguqulwa yomlando kanye nama-algorithms e-Google ukuze anqume ukuthi yimaphi amagama angukhiye angase aholele ekuguquleni. Ngokulungisa ibhidi ngokusekelwe kulolu lwazi, ungakwazi ukwandisa noma wehlise ukusebenza komkhankaso wakho, futhi wehlise izindleko zakho ngokuguqulwa ngakunye.
Ukuchofozwa kwekhwalithi ephezulu kakhulu nokuguqulwa kuyimigomo yokugcina yemikhankaso eminingi. I-CPC ethuthukisiwe ikhulisa ithuba lakho lokuthola lokho kuguqulwa ngesikhangiso sakho.
