Isigaba: Ibhulogi

Ngaphambi kokuthi uqale ukukhangisa ku-Google, kufanele wazi ukuthi yini ozifaka kuyo. Nazi izinto ezimbalwa okufanele uzikhumbule: Izinhlobo zokufanisa, Izikolo zekhwalithi, Izindleko, kanye ne-Retargeting. Uma usuziqondisile lezi zinto, uzokwazi ukuhlela umkhankaso we-Adwords osebenza kahle kakhulu. Futhi uma usukwazi konke lokhu, usukulungele ukuqala! Nokho, ngaphambi kokwenza lokho, kufanele wenze ucwaningo ngamagama akho angukhiye.

Izindleko

Kunezici eziningi ezinquma ukuthi yimalini okufanele uyisebenzise ku-Adwords. Ngokwesibonelo, iyini izindleko ezimaphakathi ngokuchofoza ngakunye? Izindleko zezimpahla ezithengiswayo (I-COGS) kuhlanganisa ukukhiqiza kanye nezindleko zezikhangiso. Kuzodingeka unqume ukuthi ingakanani imali oyisebenzisile ekukhangiseni ukuze uthole imbuyiselo ekutshaleni kwakho. Bese ungaqhathanisa lezo zindleko nemali yakho engenayo evela emikhankasweni ye-AdWords futhi unqume ukuthi yimaphi amagama angukhiye anenzuzo kakhulu.

Izindleko ngokuchofoza ngakunye (CPC) ihlukahluka kakhulu ngokusekelwe kumagama angukhiye kanye nezimboni. Ama-CPC ajwayelekile akhona $2.32 kunethiwekhi yokusesha kanye $0.58 kunethiwekhi yesibonisi. Ukuze uthole ulwazi olwengeziwe, bona lesi sihloko semethrikhi ye-AdWords. Enye indlela yokunciphisa i-CPC yakho ukukhomba amagama angukhiye nge-Quality Quality Score. Amagama angukhiye e-High Quality Score azuza ukubekwa okungcono ekhasini, ukongela imali nokuqinisekisa ukuthi izikhangiso zakho zivela emakhasini alungile.

Ungalungisa ibhidi yakho yegama elingukhiye elithize uma wazi ukuthi yimaphi asebenza kangcono. Ngokuphambene, unganciphisa ibhidi yakho kumagama angukhiye angakhiqizi imiphumela. Khumbula ukuthi amanye amagama angukhiye abiza kakhulu kunamanye, futhi kufanele uhlale uqapha futhi ulungise amabhidi akho ngokufanele. Njengomnikazi webhizinisi, kufanele uqaphele izinguquko kumanani e-Adwords futhi ulungele ukuzivumelanisa nezimo ngokufanele. Uma usufundile ukuthi yimaphi amagama angukhiye asebenza kahle kuwebhusayithi yakho, ungakwazi ukukhulisa imali yakho engenayo futhi usike ama-CPC akho ukuze uthole i-ROI ehamba phambili.

Umkhankaso we-CPC uyindlela esetshenziswa kakhulu. Yindlela ejwayeleke kakhulu futhi ibiza ngaphansi kwamasenti ayikhulu ngokuchofoza ngakunye. Nokho, izindleko zokuchofoza ngakunye zihlukile ezindlekweni zokuvelayo. Uma ufuna ukwazi izindleko zomkhankaso wakho wokukhangisa, ungasebenzisa umhleli wegama elingukhiye ukuze uthole isilinganiso sezindleko zakho ngokuchofoza ngakunye. Ngale ndlela, uzokwazi kahle ukuthi uzokhokha malini ngokuchofoza ngakunye nokuthi kungakanani okuvelayo okutholayo.

Izinhlobo zokufanisa

Uma ufuna ukwandisa inani lokuguqulwa futhi usebenzise imali encane ezikhangisweni zakho, kufanele uhlukanise amagama akho angukhiye abe izinhlobo ezahlukene zokufanisa. Ku-Adwords, lokhu kwenziwa ngokuhlukanisa izikhangiso ngokwezinhlobo zokufanisa. Ngokukhetha izinhlobo ezifanele zomdlalo, uzokwazi ukufinyelela izethameli zakho ozihlosile futhi ugweme ukuchitha imali ngokuchofoza okungabalulekile. Ngalokhu, kufanele usebenzise ithuluzi lamagama angukhiye lamahhala ukuze unqume izethameli zakho ozihlosile bese uhlukanisa izikhangiso zakho ngokufanele.

I-Exact Match yiyona eqondiswe kakhulu kuwo wonke amagama angukhiye afanayo, futhi idinga ukuthi igama elingukhiye libe ncamashi. Nokho, ungakwazi ukwengeza imigomo eyengeziwe embuzweni wakho uma kudingeka. I-Exact Match iyinketho engcono kakhulu yabakhangisi abafuna ukushayela ukuguqulwa ngokubonisa kuphela izikhangiso ezihambisana namagama angukhiye abawaqondisayo.. Okufanayo ngqo nakho kunezinga eliphezulu lokuchofoza. Nokho, kubalulekile ukuqonda ukuthi ukusebenzisa okufanayo kungase kungabi yisinqumo esingcono kakhulu sawo wonke amabhizinisi.

Uma ufuna ukukhomba amagama athile, emva kwalokho ungasebenzisa amagama angukhiye ashintshiwe ngokubanzi. Lokhu kuqondile ukukusebenzisa futhi utshele i-Google ukuthi ibonise izikhangiso zakho zamagama athile noma imishwana. Amagama angukhiye angaba nganoma iyiphi indlela. Ungafaka la magama usebenzisa uphawu lokuhlanganisa (+) ngaphambi kwegama elingukhiye ngalinye. Ifomethi yegama elingukhiye eguquliwe kabanzi ingasetshenziselwa imishwana futhi. I-Full Media igxile emikhankasweni ye-AdWords PPC yezinkampani ezincane neziphakathi nendawo.

Okufanayo okubanzi nokuqondile yizinhlobo zomdlalo ezidume kakhulu, kodwa kukhona futhi izinhlobonhlobo eziseduze. Uhlobo olubanzi lokufanisa luhlanganisa konke okungase kupelwe kahle kwegama elingukhiye kuyilapho uhlobo oluqondile lukuvumela ukuthi uqondise ukusesha okubanzi okuhlobene. Ungaphinda ukhiphe okuhlukile ngokungeza amagama angukhiye aphikisayo. Nokho, lokhu akuwona umkhuba omuhle njengoba kunganciphisa inani lokuchofoza. Uhlobo olubanzi lokufanisa luyinketho engcono kakhulu yabakhangisi abafuna ukukhomba imigomo ethile.

Ithagetha kabusha

Ukubuyisela kabusha kuwuhlobo lokukhangisa ku-inthanethi oluvumela abakhangisi ukuthi babonise izikhangiso ezihlosiwe ezivakashini ezedlule zewebhusayithi.. Isu lokumaketha kabusha lisebenza ngokubeka ikhodi yokulandelela ekhasini lewebhu futhi unike amandla izikhangiso ukuthi ziboniswe isivakashi esidlule.. Imiphumela yalolu hlobo lokumaketha kabusha ibalulekile. Kuboniswe ukuthi kwenyusa ukuthengisa ngokufika 70% lapho abantu abavakashele iwebhusayithi ngaphandle kokuthenga noma yini bethenga ngomkhankaso wokumaketha kabusha.

Uma iwebhusayithi yakho ingalungiselelwanga ukukhonjwa kabusha, ungase ungakwazi ukubona imiphumela. Uma umkhankaso wakho wokumaketha kabusha ungasebenzi, kungase kudingeke ukuthi uthathe iseluleko senkampani yokuphatha ye-Google Adwords. Bazokusiza ukuthi usethe umkhankaso wokukhomba kabusha ngendlela efanele. Izilungiselelo ezifanele zizokwenza umehluko omkhulu ekusebenzeni. Uma usunezilungiselelo ezifanele, ungasebenzisa ukuphinda ukhombe ukukhomba abathengi kuwo wonke amanethiwekhi omphakathi ahlukene.

Ukuze uhlele izikhangiso ezikhonjwa kabusha, kufanele uqale usethe i-Google Analytics. Ikhodi yokukhomba kabusha izolandelela amakhukhi, okungamafayela amancane agcinwe ngokuzenzakalelayo esipheqululini somsebenzisi. Izikhangiso ze-Google zizokwaziswa ukuze zibonise izikhangiso kusivakashi sesayithi elithile ngokusekelwe kumlando waso wangaphambili wokuphequlula. Ukukhomba kabusha nge-Adwords kungaba yindlela enhle yokuthuthukisa isu lakho lokumaketha ku-inthanethi.

Ukuphinda ukhombe nge-Adwords kungasebenza kahle eziteshini zezokuxhumana, ikakhulukazi Facebook. Kungaba futhi indlela ephumelelayo yokwakha okulandelayo kwe-Twitter. Khumbula, phezu 75% yabasebenzisi abaku-Twitter bakumadivayisi eselula. Izikhangiso zakho kufanele zihambisane neselula ukuze wandise amathuba akho okudonsa ukunaka kwezithameli zakho. Ukukhomba kabusha nge-Adwords kungakusiza uguqule laba basebenzisi babe amakhasimende. Ngakho, qala kabusha nge-Adwords ukuze ukhulise imali yakho engenayo.

Izikolo zekhwalithi

Ziningi izindlela zokwenza ngcono i-Quality Score yakho ku-Google Adwords. Nakuba kungekho sixazululo esisodwa somlingo, ziningi izindlela zokuthuthukisa isikolo sakho. Isinyathelo sokuqala ukungena ku-akhawunti yakho bese uzulazula uye kuphaneli yokubonisa igama elingukhiye. Lapho, ungabona izikolo zekhwalithi zamaqembu akho ezikhangiso asebenzayo. Bese, ungaqala ukwenza izinguquko ukuze uthuthukise isikolo sakho. Ngemva kwamasonto ambalwa, kufanele uqaphele umehluko omkhulu.

Umphumela Wekhwalithi wesikhangiso sakho ubalwa ngokucabangela izici ezintathu: ukuhlobana, ubuciko besikhangiso, kanye nolwazi lwekhasi lokufika. Ngisho nalapho usebenzisa amagama angukhiye afanayo, Ikhwalithi Yezikolo izohluka phakathi kwamaqembu ezikhangiso. Ngokwesibonelo, uma ungumnikazi webhizinisi eliqashisayo lendlu eqashisayo, ungasebenzisa igama elingukhiye “izinqaba jumper” ukukhomba amakhasimende angaba khona asesha izindlu ezibhampayo. Lokho kuzothuthukisa Umphumela Wekhwalithi yakho uma izikhangiso zakho zihambisana futhi zikhanga abasebenzisi bawo wonke amadivayisi.

Kufanele futhi wazi ukuthi Ikhwalithi Yekhwalithi yeqembu elithile lesikhangiso incike kwikhwalithi yegama elingukhiye. Lesi sici singathonya izindleko zakho ngokuchofoza ngakunye (CPC) nezinga lokuchofoza (I-CTR). Izikhangiso ze-Google ziphinde ziveze ikhwalithi yeqembu lesikhangiso. Ngakho, uma iqembu lamagama angukhiye linekhwalithi ephezulu, cishe izokleliswa kahle emiphumeleni yosesho lwe-Google. Uma uhlela ukwenza umkhankaso wesikhangiso wegama elingukhiye elithile, izoba nekhwalithi engcono kakhulu kunaleyo uma usebenzisa igama elijwayelekile.

Uma uhlaziya umkhankaso wakho wesikhangiso, qaphela kakhulu i-CTR. I-CTR ephezulu iwuphawu oluhle. Izikhangiso ezine-CTR ephezulu zizothola ukuchofoza okwengeziwe, kanjalo ukwandisa i-CPC yakho. Nokho, khumbula ukuthi i-CTR izothintwa ezinye izici njengendawo yendawo. Ngaphezu kwalokho, udinga ukwenza isiqiniseko sokuthi amagama akho angukhiye afana nekhophi yesikhangiso sakho kanye nekhasi lokubikezela. Ukwandisa i-CTR yakho kungasiza i-Quality Score yakho, kodwa futhi kuzokwandisa izindleko zakho ngokuchofoza ngakunye (CPC).

Ucwaningo lwamagama angukhiye

Ucwaningo lwamagama angukhiye luyinqubo yokuhlonza amagama angukhiye alungile ewebhusayithi yakho noma umkhankaso wokukhangisa. Kunezindlela eziningi zokwenza ucwaningo lwamagama angukhiye. Umgomo oyinhloko ukuthatha umbono nokukhomba amagama angukhiye anamandla okukhiqiza ithrafikhi. Amagama angukhiye alinganiswa ngevelu nethuba lokuzuza ithrafikhi. Ucwaningo lwamagama angukhiye lukusiza ukuthi udale okuqukethwe okufanele kanye namasu okukhangisa ukuze uhehe abangaba amakhasimende. Ukuqala, sebenzisa ithuluzi legama elingukhiye le-Google ukuze uthole ukuthi yimaphi amagama angukhiye adumile.

Nakuba kungathatha isikhathi nomzamo, ucwaningo lwamagama angukhiye lubalulekile empumelelweni yomkhankaso wakho we-AdWords. Ngaphandle kocwaningo lwegama elingukhiye olufanele, umkhankaso wakho ungahluleka noma ubize ukuthengisa. Uhlu ngezansi amanye amathiphu ukuze uqale:

Sebenzisa i-Google Keyword Planner. Leli thuluzi likukhombisa ivolumu yokusesha ngenyanga. Ngokwesibonelo, uma ufuna ukuheha ithrafikhi ngesikhathi sasehlobo, kufanele uqondise amagama angukhiye aseshwa kakhulu kule sizini. Futhi, cabanga ukukhawulela usesho lwakho esikhathini esithile, njengaphakathi kukaMeyi no-Agasti. Uma usuwazi ukuthi yimaphi amagama angukhiye anenzuzo, ungasebenzisa ithuluzi le-AdWords ukuze uthole amagama angukhiye ahlobene. Leli thuluzi lizokhiqiza amakhulukhulu wamagama angukhiye ahlobene ngokususelwe kuzithiyo zegama lakho elingukhiye.

Lapho ukhetha amagama angukhiye, nquma inhloso yewebhusayithi yakho. Yenza ucwaningo lwakho ukuze uthole izethameli ozihlosile kanye nenhloso yokusesha yemakethe yakho ohlosiwe. Ungase futhi uthande ukucabangela ukuthi iwebhusayithi yakho ihlobene kanjani nalawa magama angukhiye. Ingabe ikhona imikhiqizo noma amasevisi anemigomo efanayo? Ingabe banayo imiqulu yokusesha ephezulu? Abantu bafunani uma befuna umkhiqizo noma isevisi ethile? Umthamo wokusesha ophezulu uwuphawu oluhle. Uma kungenjalo, zama ukuthola igama elingukhiye le-niche elithe xaxa ozoliqondisa.

Kunezindlela ezintathu zokusebenzisa i-Adwords yebhizinisi lakho le-SaaS. Lezi zindlela zibizwa ngokuthi Izindleko ngokuchofoza ngakunye (CPC) ukukhangisa, Ucwaningo lwamagama angukhiye, kanye nokubhida. Uma ufuna ukubona imiphumela esheshayo, kufanele uqiniseke ukuthi ukhokhela ithrafikhi yekhwalithi. Ukusebenzisa le ndlela kuzoqinisekisa ukuthi ukhokhela ukuchofoza okuzoguqulwa kube imikhondo. Ukuze uqalise, kufanele uqoqe ulwazi oluningi ngangokunokwenzeka. Lesi sihloko sizochaza ukubaluleka kocwaningo lwegama elingukhiye kanye nendlela yokukhulisa ibhidi yakho.

Izindleko ngokuchofoza ngakunye (CPC) ukukhangisa

Izindleko ngokuchofoza ngakunye noma i-CPC inani elikhokhelwa abakhangisi isikhathi ngasinye lapho othile echofoza esikhangisweni sakhe. Ama-CPC avame ukuba phezulu ezimbonini ezinezinga eliphezulu lokuguqulwa kanye nabakhangisi abaqhudelanayo. Yize zikhona izindlela zokwehlisa i-CPC yakho, ayikho indlela eqinisekile yokuwanciphisa ngokuphelele. Nazi ezinye izinto okufanele uzikhumbule lapho ulungiselela ama-CPC akho. Okokuqala, cabanga ukuthi isayithi lakho lihambisana kangakanani nemakethe yakho ohlosiwe. Uma iwebhusayithi yakho ingahambisani nezithameli zakho ezihlosiwe, i-CPC yakho ingaba phezulu kakhulu.

Okwesibili, qonda umehluko phakathi kwesilinganiso esiphansi kanye nezindleko ezisekelwe kubhidi ngokuchofoza ngakunye. I-CPC yezinga eliphansi kulula ukuyilandelela kune-CPC esekelwe kubhidi. Ama-CPC asuselwa kubhidi ayabiza kancane, kodwa basahlosiwe kancane. Ngaphezu kwalokho, abakhangisi kufanele bacabangele inani elingaba khona lokuchofoza emthonjeni othile. I-CPC ephezulu ingase ingahumusheli emgudwini wemali engenayo ephezulu.

Ama-invoyisi e-CPC nawo anengozi yokusetshenziswa kabi. Abasebenzisi bangachofoza izikhangiso ngephutha. Lokhu kungabiza umkhangisi inani elikhulu lemali. Nokho, I-Google izama ukukhawulela ukusetshenziswa kabi ngokungakhokhisi ngokuchofoza okungavumelekile. Nakuba kungenakwenzeka ukulawula konke ukuchofoza, ungakwazi ukuxoxisana ngenani eliphansi. Inqobo nje uma uzimisele ukusayina inkontileka yesikhathi eside nomshicileli, ungavame ukuxoxisana ngezinga eliphansi.

Emhlabeni wokukhangisa okukhokhelwayo, izindleko zokumaketha ziyisici esibalulekile. Ngezindleko ezifanele ngokuchofoza ngakunye, ungakwazi ukwandisa imbuyiselo yakho ekuchithweni kokukhangisa. Izikhangiso ze-CPC ziyithuluzi elinamandla lamabhizinisi amaningi, ngakho ukuqonda ukuthi ukhokha malini ngokuchofoza ngakunye kungathuthukisa ukumaketha kwakho. Futhi inqobo nje uma wazi ukuthi izethameli zakho zifunani, izokusebenzela. Kungakho kubaluleke kakhulu ukuthi wazi i-CPC yakho.

Ucwaningo lwamagama angukhiye

Ukuthuthukisa injini yokusesha (I-SEO) ubuciko bokukhetha amagama angukhiye alungile nezihloko zokuqukethwe ukuze ukale kuma-SERP. Lapho kwenziwa ngendlela efanele, ucwaningo olufanele lwegama elingukhiye lusiza ukukhulisa ithrafikhi yezinto eziphilayo kanye nokuqwashisa ngomkhiqizo. Ucwaningo lwamagama angukhiye luyinqubo ehlukile esetshenziswa abamakethi ukukhomba ukuthi yimiphi imishwana namagama abasebenzisi okungenzeka bawaseshe. Uma usunamagama angukhiye alungile, ungakwazi ukubeka phambili isu lakho futhi udale okuqukethwe okuqondiswe kulaba basebenzisi. Ucwaningo lwamagama angukhiye lusiza ukuthuthukisa izinga lesayithi lakho ezinjinini zokusesha, okuzophinde kushayele ithrafikhi eqondisiwe.

Ngaphambi kokuqala umkhankaso, ucwaningo lwegama elingukhiye lubalulekile. Ngokuhlonza amagama angukhiye anenzuzo kanye nenhloso yokusesha, ungahlela imikhankaso yesikhangiso engcono kakhulu. Ngenkathi ukhetha amagama angukhiye namaqembu ezikhangiso, cabangela imigomo yakho kanye nesabelomali sakho. Unganciphisa ukugxila kwakho futhi wonge imali ngokukhomba amagama angukhiye afanelekile kuphela. Khumbula, ufuna ukwenza okuvelayo okuhlala njalo kubantu abafuna umkhiqizo noma isevisi yakho. Kungcono ukusebenzisa amagama angukhiye angaphezu kwelilodwa, nakuba.

Ziningi izindlela zokwenza ucwaningo lwamagama angukhiye. Umgomo oyinhloko ukuthatha umbono nokukhomba amagama angukhiye angaba khona kakhulu. Lawa magama angukhiye abalwa ngokulandelana kwevelu yawo namandla okukhiqiza ithrafikhi. Uma usukwenzile lokhu, ungadlulela esinyathelweni esilandelayo – ukubhala okuqukethwe okunikeza inani ezivakashini. Kufanele ngaso sonke isikhathi ubhale ngendlela ongathanda ukubhalwa ngayo. Ngemva kwakho konke, izethameli zakho ozihlosile kungenzeka zibe nemibuzo efanayo naleyo okhuluma ngayo.

Ngenkathi ucwaningo lwamagama angukhiye lwe-Adwords luyingxenye ebalulekile yanoma yiliphi isu lokumaketha, futhi kuyisici esibalulekile somkhankaso oyimpumelelo. Uma ucwaningo lwakho lungenziwanga ngendlela efanele, uzogcina usebenzisa imali eningi ku-PPC futhi uphuthelwe ukuthengisa. Kepha kubalulekile futhi ukukhumbula ukuthi ucwaningo lwamagama angukhiye luthatha isikhathi nomzamo. Uma kwenziwe ngendlela efanele, uzoba nomkhankaso wesikhangiso ozoba yimpumelelo!

Ukubhida

Kunamathiphu ambalwa okufanele uwakhumbule lapho ubhida ku-Adwords. Okokuqala ukugcina ibhajethi yakho iku-PS200 ngenyanga. Nokho, leli nani lingahluka ngokuya nge-niche yakho kanye nenani lethrafikhi yewebhusayithi oyilindele nyanga zonke. Uma usunqume ibhajethi yakho yanyanga zonke, ihlukanise ngamashumi amathathu ukuze uthole umbono wesabelomali sakho sansuku zonke. Uma usubeke ibhajethi yakho yansuku zonke, isinyathelo esilandelayo ukunquma ukuthi uzobhida malini ngosuku. Isistimu yokubhida ye-Google isebenza ngokulawula amabhidi aphezulu kakhulu naphansi kusetshenziswa i-metric ephezulu ye-CPC. Uma ungaqiniseki ngezindleko ezifanele ngokuchofoza ngakunye kwebhizinisi lakho, sebenzisa ithuluzi lokubikezela le-Adwords.

Ngenkathi ukubhida ku-Adwords kungase kubonakale kuwumqondo omuhle, kukhona ukungalungi okukhulu kokuncintisana nezinkampani ezinkulu. Uma unebhizinisi elincane, isabelomali sakho sokukhangisa asicishe sibe sikhulu njengeyenkampani kazwelonke, ngakho ungalindeli ukuba nesabelomali esifanayo ukuze uqhudelane nabo. Ngisho noma ungakwazi ukukhokhela ibhidi eliphezulu, amathuba akho okuzuza inzuzo ekutshalweni kwezimali (I-ROI) kusuka kumkhankaso wakho we-Adwords ziphansi.

Uma izimbangi zakho zisebenzisa igama lomkhiqizo wakho ezikhangisweni zabo, qiniseka ukuthi usebenzisa ikhophi yesikhangiso ehlukile. Uma ubhida ngemibandela yesimbangi sakho, usengozini yokuvinjelwa ku-Google. Isizathu silula: izimbangi zakho zingase zibhide ngemibandela yakho, okuzoholela kumphumela wekhwalithi ephansi kanye nezindleko zokuchofoza ngakunye. Ukwengeza, uma lowo oqhudelana naye efaka isicelo ngemibandela yakho, kungenzeka ukuthi uchitha imali yakho eqoqweni lamakhophi esikhangiso angahlanganise lutho negama lomkhiqizo wakho.

Isikolo sekhwalithi

Isikolo sekhwalithi ku-Adwords siyisici esibalulekile uma kuziwa ekutholeni indawo engcono kakhulu yezikhangiso zakho. Kubalulekile ukuqapha Umphumela Wekhwalithi yakho futhi uguqule izikhangiso zakho ngokufanele. Uma ubona ukuthi i-CTR yakho iphansi kakhulu, lapho-ke kufanele ume kancane izikhangiso zakho futhi uguqule amagama angukhiye kwenye into. I-Quality Score yakho izobonisa imizamo yakho ngokuhamba kwesikhathi, ngakho kufanele wenze konke ongakwenza ukuze ukwandise. Nokho, I-Quality Score ku-Adwords akuyona isayensi. Ingahlolwa ngokunembile kuphela uma unethrafikhi eyanele nedatha ukuze unqume ukuthi isikolo sekhwalithi kufanele sibe yini.

Isikolo sekhwalithi ku-Adwords sinqunywa izici ezintathu: izinga lokuchofoza, ukusebenza kwesikhangiso, kanye nempumelelo yomkhankaso. Izinga lokuchofoza lihlobene ngokuqondile nesikolo sakho sekhwalithi, so improving your Quality Score can improve your ad’s performance. Ads that perform poorly will waste your budget and not be relevant to your target audience. A high Quality Score is the foundation of a successful AdWords campaign.

Keyword groups can be too broad for your ad, causing it to be ignored by visitors. Use more targeted keywords for your ad campaign. A higher Quality Score will mean that your ads will receive more attention and be more relevant to the audience’s search intent. Futhi, consider using landing pages with pictures of older people. Testing is important, and creating several ad variations will help you to optimize your landing page experience.

To improve your quality score, you must create a good combination of keywords and ads. Keywords that don’t perform well must be directed to a quality landing page or they will be degraded. Ngokwenza lokhu, you can improve your quality score and get a lower cost-per-click (CPC).

Ithagetha kabusha

You may be familiar with Google’s retargeting capabilities, but aren’t sure what exactly it is. Adwords retargeting allows you to reach users on other websites and platforms. It also allows you to set rules for who you add to your audience. By segmenting visitors to your site, you can target your remarketing efforts. The more precise you can be about who sees your ads, the more effective your retargeting will be.

There are many benefits to retargeting with Adwords, and one of the most effective is the ability to show people ads based on their previous online activity. In addition to displaying your ad based on the products they have recently looked at, Google Ads can also display ads to those who left their shopping basket or spent a significant amount of time viewing your product. Nokho, it is important to note that retargeting with Adwords is not for beginners. It can be a great option for businesses with small budgets.

Retargeting with Adwords can be an effective way to engage existing customers as well as find new ones. Google Adwords allows you to place Script tags on your website, ensuring that people who have visited your site before will see your ads again. Retargeting with Adwords can also be used across social media sites, such as Facebook. It can be highly effective for reaching new customers and increasing sales. Nokho, it is important to note that Google’s policy prohibits the use of personally identifiable information to target advertising.

Retargeting with ads is an effective way to target potential customers after they have left your site. By tracking the cookies of these visitors, your ad will display the same ad to those people who have previously visited your site. Ngale ndlela, you can make your ads specific to the products that were most recently visited. It is also important to use a pixel to create targeted ads based on the information the cookie provides Google Ads.

Uma usanda kuqalisa nge-akhawunti yakho ye-AdWords, mhlawumbe ubulokhu uzibuza ukuthi uzoyihlela kanjani. Kunezindlela ezimbalwa zokwenza lokhu. Qhubeka ufunda ukuze uthole ukuthi ungayihlela kanjani i-akhawunti yakho ye-AdWords ukuze ifanele izidingo zakho. Kulesi sihloko, sizodlula ekubhideni kwe-CPA kanye nokubhida kwe-CPM. Sizophinde sihlanganise ukuthi ungasetha kanjani i-akhawunti yakho ukuze uqiniseke ukuthi ukhulisa izinzuzo zayo.

Khokha ngokuchofoza ngakunye (I-PPC) ukukhangisa

Ngenkathi ukukhangisa kokukhokha ngokuchofoza ngakunye ku-Adwords kungase kubonakale kulula phezulu, kunezici eziningana okufanele zicatshangelwe. I-CTR ephezulu ibonisa ukuthi isikhangiso sakho siwusizo futhi sibalulekile. I-CTR ephansi isho ukuthi akekho ochofoze esikhangisweni sakho, yingakho i-Google ikhetha izikhangiso ezine-CTR ephezulu. Ngenhlanhla, kunezici ezimbili ongazilawula ukuze ukhulise i-CTR yakho.

Ukukhangisa kwe-PPC kusebenzisa amagama angukhiye ukuxhuma amabhizinisi nabathengi abaqondisiwe. Lawa magama angukhiye asetshenziswa amanethiwekhi okukhangisa nezinjini zokusesha ukuze ukhethe izikhangiso ezihambisana nenhloso yomthengi kanye nezinto azithakaselayo.. Ukuze wenze okuningi ngezikhangiso zakho, khetha amagama angukhiye akhuluma nezithameli zakho. Khumbula ukuthi abantu abafuni ngaso sonke isikhathi into efanayo, ngakho qiniseka ukuthi ukhetha amagama angukhiye abonisa lokhu. Ngaphezu kwalokho, ungenza ngokwezifiso imikhankaso yakho ngokukhomba abasebenzisi ngokusekelwe endaweni yabo, idivayisi, nesikhathi sosuku.

Umgomo wokukhangisa kokukhokha ngokuchofoza ukukhiqiza ukuguqulwa. Kubalulekile ukuhlola amagama angukhiye ahlukene nemikhankaso ukuze uthole ukuthi yimaphi azosebenza kakhulu. Ukukhangisa ngokuchofoza ngakunye kuyindlela enhle yokuhlola izethameli ezihlukene ngokutshalwa kwezimali okuncane, uze ubone ukuthi yimaphi asebenza kahle. Ungakwazi ukumisa okwesikhashana izikhangiso zakho uma zingasebenzi njengoba bekulindelekile. Lokhu kungakusiza futhi ukuthi ubone ukuthi yimaphi amagama angukhiye asebenza kakhulu ebhizinisini lakho.

Enye indlela yokukhulisa umkhankaso wakho we-PPC ukuthuthukisa ikhasi lakho lokubikezela. Ikhasi lakho lokubikezela yikhasi elivakashelwa ababukeli bakho ngemuva kokuchofoza isikhangiso sakho. Ikhasi elihle lokufika lizoguqula izivakashi zibe amakhasimende noma likhuphule izinga lokuguqulwa. Ekugcineni, ufuna ukubona izinga eliphezulu lokuguqulwa. Lapho usebenzisa le ndlela, khumbula ukuthi uzokwenza imali kuphela uma ubona izinga eliphezulu lokuguqulwa.

Izilinganiso zokukhangisa ze-PPC zivame ukunqunywa ngebhidi noma ngenani eliphansi. Umkhangisi ukhokhela umshicileli inani elingashintshi isikhathi ngasinye lapho isikhangiso sakhe sichofozwa kuso. Abashicileli ngokuvamile bagcina uhlu lwezilinganiso ze-PPC. Kubalulekile ukuthenga eduze nenani eliphansi, okungase kuxoxiswane ngaso ngesinye isikhathi. Ngaphezu kokuxoxisana, amanani aphezulu noma izinkontileka zesikhathi eside ngokuvamile zizoholela emazingeni aphansi.

Uma umusha ekukhangiseni kwe-PPC ku-Adwords, kubalulekile ukukhumbula ukuthi izinga lomkhankaso wakho libalulekile. I-Google iklomelisa ukubekwa kwezikhangiso ezihamba phambili nezindleko eziphansi kumabhizinisi anikeza ulwazi oluhle kakhulu lomsebenzisi. Ukusebenza kwesikhangiso sakho nakho kukalwa ngezinga lokuchofoza. Uzodinga isisekelo esiqinile ngaphambi kokuthi uqale ukuphatha i-akhawunti yakho ye-PPC. Ungafunda kabanzi mayelana nokukhangisa kwe-PPC e-PPC University.

Ukusebenzisa amasistimu okuphatha amabhidi azenzakalelayo kuwumbono omuhle uma ungathanda ukukhulisa impumelelo nesikali. Amasistimu anjalo angakuphatha izigidi zamabhidi e-PPC futhi athuthukise izikhangiso zakho ukuze uthole imbuyiselo ephakeme kakhulu ngangokunokwenzeka. Zivame ukuboshelwa kuwebhusayithi yomkhangisi, bese uphakela imiphumela yokuchofoza ngakunye emuva ohlelweni. Ngale ndlela, uzoqiniseka ukuthi isikhangiso sakho sibonwa amakhasimende angaba khona kakhulu.

Izindleko ngombono ngamunye (CPM) ukubhida

I-vCPM (i-CPM ebonakalayo) inketho yokubhida iyindlela enhle yokwandisa amathuba okuthi isikhangiso sakho sivele. Lesi silungiselelo sikuvumela ukuthi usethe ibhidi ephezulu kakhulu kwimikhangiso ebukekayo eyinkulungwane. Lapho ukhetha ukusebenzisa lesi silungiselelo, I-Google Adwords izokukhokhisa kuphela uma isikhangiso sakho siboniswa ngaphezu kwesikhangiso esiphezulu esilandelayo. Ngokubhida kwe-vCPM, izikhangiso zombhalo zihlala zithola sonke isikhala sesikhangiso, ngakho-ke maningi amathuba okuba babonakale.

Uma uqhathanisa izinhlobo ezimbili zezikhangiso, Ukubhida kwe-CPM kuvame ukuba yinketho engcono kakhulu yemikhankaso yokuqwashisa ngomkhiqizo. Lolu hlobo lokukhangisa lugxile kakhulu enanini kunemibono. Uzokhokha yonke imibono eyinkulungwane, kodwa ungathola ukuchofoza okunguziro. Ngoba Inethiwekhi Yokubonisa isuselwe enanini, Izikhangiso ze-CPM ngokuvamile zizoba phezulu ngaphandle kokuchofoza. Ukubhida kwe-CPC, Ngokwesinye isandla, isekelwe ekuhlobaneni kanye ne-CTR.

Enye indlela yokukhulisa i-CPM yakho ukwenza izikhangiso zakho ziqondiswe kakhulu. Ukubhida kwe-CPM kuyindlela ethuthuke kakhulu yokubhida. Ukubhida kwe-CPM kudinga ukulandelela ukuguqulwa. Nge-CPM ethuthukisiwe, udinga ukunikeza i-Google idatha ukuze ubone ukuthi zingaki izivakashi eziguqulela emakethe noma ekubhaliseni. Ngokusebenzisa le ndlela, uzokwazi ukukhomba kangcono imakethe yakho futhi wandise i-ROI yakho.

I-CPC ethuthukisiwe inketho yokubhida ku-Google Adwords. I-CPC ethuthukisiwe idinga ukubhida kwegama elingukhiye mathupha kodwa ivumela i-Google ukuthi ilungise ibhidi ngokusekelwe emandleni okuguqulwa.. Ivumela i-Google ukuthi ilungise ibhidi ngokufika 30% ngapha nangapha, futhi kwenza i-CPC emaphakathi ibe phansi kunebhidi yakho ephezulu. Inzuzo ye-ECPC ukuthi ungakwazi ukulungisa kahle ukuqondisa kwakho kwesikhangiso kanye nesabelomali.

Ukubhida kwe-Optimum CPM kuyinketho enhle yokwandisa izinga lokuchofoza kanye nokugcina ibhajethi yakho yansuku zonke ngaphakathi kwesabelomali sakho.. Nokho, kubalulekile ukukhumbula ukuthi i-CPM akuyona ukuphela kwesici sokuthuthukisa umkhankaso wakho. Kufanele futhi uzame ukuthuthukisa umkhankaso wokuguqulwa ngokusebenzisa i-CPA eqondiwe (izindleko-ngesenzo ngasinye) noma i-CPC (izindleko-ngesenzo ngasinye).

Ukubhida kwe-CPC okwenziwa mathupha kukunikeza ukulawula okugcwele kumabhidi akho futhi kuyisiqalo esihle uma umusha ku-Google Adwords. Iphinde ikunikeze izinga lokulawula ongeke ukuthole kumasu okubhida okuzenzakalelayo. Ukubhida kwe-CPC okwenziwa ngesandla kukuvumela ukuthi uguqule amabhidi akho noma nini lapho ufuna, ngaphandle kwama-algorithms anquma isinqumo sakho. Uzobona ukuchofoza okuningi uma uthuthukisa ikhwalithi yamagama akho angukhiye nezikhangiso.

Okokugcina, Ukubhida kwe-CPC ku-Google Adwords yiyona ndlela engcono kakhulu uma ufuna ukukhulisa imali yakho engenayo. Amagama angukhiye anomsila omude athathwa njengafaneleka kakhulu kunemibuzo emifushane enothile ngamagama angukhiye, ngakho-ke ishibhile ukukhomba. Awufuni ukubhida okungaphezu kwalokho okudingayo, kodwa kuyafaneleka uma uthola amakhasimende amaningi. Ama-CPC aku-Google Adwords aphansi kakhulu, ngakho-ke cishe uzokwazi ukuthola imbuyiselo enhle yesabelomali sakho.

Izindleko ngokutholwa ngakunye (CPA) ukubhida

I-CPA iyisilinganiso sezindleko zokutholwa ngakunye, noma inani lokuphila kwekhasimende, futhi ingasetshenziswa ukunquma impumelelo yomkhankaso wokukhangisa wedijithali. Okunye ukusetshenziswa kwe-CPA kufaka phakathi ukukala ukubhaliswa kwencwadi yezindaba, ukulandwa kwe-e-book, kanye nezifundo eziku-inthanethi. Njengemethrikhi ephezulu, I-CPA ikuvumela ukuthi uxhume ukuguqulwa kwesibili kokuyinhloko. Ngokuphambene nokubhida kwe-CPC, lapho ukhokha ngakho konke ukuchofoza, Ukubhida kwe-CPA kudinga ukuthi ukhokhele ukuguqulwa okukodwa kuphela, ngalokho kunciphisa izindleko zomkhankaso.

Nakuba ukubhida kwe-CPA kusebenza kakhulu kune-CPC, kufanele ucabangele ubuhle nobubi bakho kokubili. I-CPA iyindlela esebenzayo yokulawula izindleko zokuguqulwa kuyilapho isavumela imali ethile kanye nokubonakala kwesikhangiso. Ukubhida ngokwenza kungaba nokubi, njengokuba nzima ukukusebenzisa, ukukhawulela ukulawula kwakho, kanye nokungakwazi ukulinganisa ukucatshangelwa okubili kwemali engenayo nokuguqulwa.

Nakuba umgomo ophezulu we-CPA ungasiza ekwandiseni i-CPA yakho, kufanele uqaphele ukuthi amabhidi anolaka angalimaza i-akhawunti yakho ngokuyibangela ukuba izibambele mathupha. Lokhu kungaholela ekutheni a 30% ukwehla kwemali engenayo. I-CPA ephakeme akusho ukuthi kufanele usebenzise imali engaphezu kwesabelomali sakho. Kunalokho, lungiselela okuqukethwe kwakho ukwandisa ukuguqulwa futhi wehlise i-CPA yakho.

Ngaphandle kwezinzuzo zokubhida kwe-CPA, kungenzeka futhi ukubhida ku-Facebook. I-Facebook inenketho yokuhlanganisa le ndlela nokukhomba okuthuthukile ukuze kuqondiswe izethameli ezithile. I-Facebook iyindlela enhle yokukala impumelelo yomkhankaso wakho, futhi uzokhokha kuphela uma uthola ukuguqulwa. Ukusebenzisa i-cost-per-acquisition (CPA) ukubhida ku-Google Adwords kungakusiza wehlise izindleko zakho ngokutholwayo ngakunye ngemajini ebalulekile.

Uma ibhizinisi lakho lingathengisi izinto ezibonakalayo, ungakwazi ukubala i-CPA ngokusekelwe kwamanye amamethrikhi, njengokubanjwa komthofu, ukubhaliswa kwedemo, kanye nokudayisa. Ungakwazi ukubala i-CPA ngokuhlela i-CPA emaphakathi ngokumelene ne-Quality-weighted Score. Ama-CPA aphezulu ngokuvamile abonisa i-ROI ephansi, ngakho-ke kubalulekile ukufeza kokubili i-CPA kanye ne-Quality Score. Kodwa uma i-Quality Score yakho ingaphansi kwesilinganiso, cishe uzokwandisa i-CPA yakho uma kuqhathaniswa nezimbangi futhi kuzolimaza i-ROI yakho yonke.

Izikhangiso ezinekhwalithi ephezulu zizozuza amazinga aphezulu ezikhangiso kanye ne-CPA ephansi. Lokhu kuzodikibalisa abakhangisi ababi ekukhangiseni ngokuqukethwe kwekhwalithi embi. Nakuba izikhangiso zekhwalithi ephezulu zizohlala ziheha ukuchofozwa okwengeziwe, abakhangisi abane-CPA ephansi bazokwazi kuphela ukuzuza izikhundla eziphezulu zezikhangiso ngokubhida inani elimba eqolo. Ekugcineni kuzofanele bazinze ezilinganisweni eziphansi.

Nakuba ukubhida kwe-CPA ku-Google Adwords kungeyona indlela engcono kakhulu yokwandisa imali yakho yokumaketha, izohlinzeka nge-ROI ephezulu kunezikhangiso zekhwalithi ephansi. Ngokuthuthukisa isikolo sekhwalithi, ungathuthukisa i-CPA. Ngale ndlela, ukusetshenziswa kwakho kwezikhangiso ngeke kube phezulu ngendlela ebekungaba ngayo. Ngakho, ngokuzayo uma ubhida, qiniseka ukuthi ulungiselela ukuguqulwa kunezindleko.

Uma ufuna ukuqasha onjiniyela, inqubo yocwaningo lwamagama angukhiye nokudala umkhankaso osebenzayo we-Adwords kuzokusiza ukuthi uthole amagama angukhiye afanelekile. Nokho, kukhona ezinye izinto okufanele uzikhumbule lapho ukhetha amagama angukhiye. Kufanele uqiniseke ukuthi uhlobo lokufanisa lulungile. Ucwaningo lwamagama angukhiye lungakusiza futhi ukuthi udale amakhasi okufika kanye nezikhangiso zezikhundla ezintsha zobunjiniyela. Uma uqasha onjiniyela besoftware, Ngokwesibonelo, ungadala umkhankaso we-AdWords ukuze uhehe onjiniyela abasha.

Izindleko

Cishe uzwile nge-CPC (izindleko ngokuchofoza ngakunye) kanye ne-CPM (izindleko ngombono ngamunye), kodwa ziyini? Imigomo ibhekisela ezindlekweni zokusebenzisa izikhangiso ezisekelwe ekuchofozweni nasekuvelayo. Nakuba zombili izindlela zingabiza, bangakwazi ukukhiqiza imbuyiselo emangalisayo. I-Google iyinjini yokusesha enkulu kunazo zonke futhi izigidi zabasebenzisi abahlukile baqedela ukusesha ku-Google njalo ngenyanga. Lokhu kwenza kubeluleka ukwenza iwebhusayithi yakho ibekwe phezulu kumagama angukhiye ancintisana kakhulu.

Ngenhlanhla, I-AdWords inikezela ngamathuluzi amaningi ukusiza ukucwenga izethameli zakho eziqondiwe. Ukusebenzisa izibalo zabantu, indawo, nokukhomba idivayisi, ungakwazi ukuhlela izikhangiso zakho ukuze zifinyelele iqembu elithile labantu. Ngokwesibonelo, ungakhomba abasebenzisi beselula asebekhulile 18 ku 34 noma abasebenzisi bedolobha elithile e-United States. Enye imethrikhi eyinhloko okufanele icatshangelwe i-Quality Score. Izikolo Zekhwalithi Ephakeme zisho ukuthi i-Google izonikeza okuncamelayo esikhangisweni sakho, ngokuvamile okusho izindleko eziphansi.

Izindleko ze-Adwords ziyahlukahluka kakhulu kuye ngebhizinisi lakho kanye nohlobo lwamagama angukhiye owaqondisayo. Ngokwesibonelo, amagama angukhiye abiza kakhulu ku-Google ahlobene nezezimali, umshwalense, nezinye izimboni ezisebenza ngemali eshisiwe. Amanye amagama angukhiye adumile ahlanganisa imfundo kanye “iziqu.” Uma uhlela ukungena kulezi zinkambu, lindela ukukhokha ama-CPC aphezulu. Ngokufanayo, uma uqala indawo yokwelapha, qaphela ama-CPC aphezulu.

Izici

Uma usebenzisa isiteshi sokukhangisa esibizwa nge-AdWords sebhizinisi lakho, ungase uzibuze ukuthi ingabe uthola imiphumela engcono kakhulu ngangokunokwenzeka. Lesi sihloko sizoxoxa ngezici ze-Adwords ezizoqinisekisa ukuthi uthola i-bang eningi yemali yakho. Ungase uzibuze ukuthi ngabe i-ejensi yakho yenza umsebenzi omuhle ukuyilawula. Ake sihlole izici ezinhlanu ezibalulekile ze-Adwords ukuze sisebenzise ngokugcwele umkhankaso wakho wokumaketha.

I-Google iqhubekile nokugxila kumakhalekhukhwini kanye ne-bid automation. I “Okusalungiswa kanye Nokuhlolwa” ukusebenza ku-AdWords kufaka phakathi ukuthuthukiswa kwemikhiqizo emibili emikhulu. Esokuqala ngu-a “okusalungiswa” imodi ekuvumela ukuthi wenze izinguquko ngaphandle kokucupha umkhankaso obukhoma. Lesi sici esisha sesivele sitholakala ngamathuluzi okuphatha ezinkampani zangaphandle njenge-AdWords Editor. Ikuvumela ukuthi uhlole ukuhlukahluka okuhlukile komkhankaso wakho futhi ubone ukuthi ayinawo yini umthelela ebhizinisini lakho.

Ukuxhumana okusha kwe-AdWords kufaka phakathi izici eziningi ebezingekho kudeshibhodi endala. Nokho, ideshibhodi endala izoyekiswa maduze. Ideshibhodi entsha izongena esikhundleni sethebhu Amathuba. Inamakhadi esifinyezo anezixhumanisi zokuthola ulwazi olwengeziwe ngezici kuleyo thebhu. Okwamanje, ungaqapha ukuqhubeka komkhankaso wakho wokukhangisa ngokuchofoza amagama angukhiye agqanyisiwe. Kubalulekile ukuqonda umehluko phakathi kwamadeshibhodi amadala namasha ukuze uthuthukise ibhajethi yakho yokukhangisa.

Ukukhomba indawo

Uma usebenzisa i-Google Adwords, unenketho yokusetha ukukhomba kwendawo ukuze uqinisekise ukuthi izikhangiso zakho ziboniswa kuphela kubasebenzisi endaweni ethile. I-Geotargeting izoqinisekisa ukuthi izikhangiso zakho ziboniswa kuphela kumakhasimende endaweni oyishoyo, okuzokhuphula ukuguqulwa kwewebhusayithi yakho nokuthengiswa kwe-inthanethi. Uzokhokhela kuphela ukuchofoza kwabasebenzisi abahambisana nemikhiqizo namasevisi akho. Ungakwazi ukumisa lolu hlobo lokukhangisa ngokusebenzisa izingosi zokuxhumana nabantu noma izinjini zokusesha, ukuze ukwazi ukukhomba abantu ngokusekelwe lapho behlala khona.

Kunezinhlobo ezimbili ze-geo-targeting ezitholakala nge-Google Adwords: zesifunda kanye hyperlocal. Uhlobo lokuqala lwe-geo-targeting likuvumela ukuthi ukhethe indawo ethile ngaphakathi kwezwe. Ukuqondisa kwesifunda kunomkhawulo kububanzi, njengoba izwe ngalinye linesethi yalo yamadolobha nezifunda. Amanye amazwe, nokho, ube nokukhetha okubanzi. Ngokwesibonelo, e-United States, Izifunda ze-Congressional zingaqondiswa nge-Google Adwords. Nokho, Izifunda zeCongressional ziyisinqumo esihle kakhulu Kosopolitiki. Ngokungafani nezifunda, ungaphinda ucacise indawo ethile phakathi kwedolobha, njengomakhelwane, ukuze unciphise izethameli zakho.

Njenganoma yiliphi isu elisha lokumaketha, i-geo-targeting ingakhuphula amazinga akho okuguqulwa. Nokho, kufanele ugcine engqondweni ukuthi kukhona ukulinganiselwa kule nketho, futhi udinga ukwazi ukuthi ungayisebenzisa kanjani emkhankasweni wakho. Nakuba kungase kuzwakale kuyinketho enhle kumabhizinisi endawo, kungase kungabi yisixazululo esifanele semikhiqizo yomhlaba. Ekugcineni, i-geo-targeting ayithathi indawo yesu le-SEO lamazwe ngamazwe elisebenzayo.

Amagama angukhiye anevolumu yokusesha ephezulu

Enye yezindlela ezisebenza kahle kakhulu zokufinyelela amakhasimende alungile ukukhomba amakhasimende asesha imikhiqizo noma amasevisi akho. Kubalulekile ukwazi ukuthi yimaphi amagama angukhiye anevolumu yokusesha ephezulu, njengoba lezi kuyizo ezincintisana kakhulu futhi ezingase zikhiqize ukwabelana okuningi kokuchayeka kanye nokuvelayo. Nawa amanye amathiphu okuthi ungawakhetha kanjani amagama angukhiye afanele ebhizinisi lakho. Ukusebenzisa lawa magama angukhiye kuzokusiza uzuze amazinga angcono kuma-SERP. Nawa amanye amathiphu ekukhetheni amagama angukhiye alungile:

Ngaphambi kokunquma ngamagama angukhiye, yenza uhlu lwamagama ahlobene. I-Brainstorming yisinyathelo esibalulekile ocwaningweni lwamagama angukhiye. Bhala phansi noma yiliphi igama elifika ekhanda lakho. Khetha amagama anengqondo ebhizinisini lakho futhi uwasebenzise emikhankasweni yakho yokukhangisa. Uma ungakwazi ukuza nanoma yini uwedwa, bhala amagama angukhiye onentshisekelo kuwo ocwaningweni olwengeziwe. Ngokwesibonelo, ungase ufune ukusebenzisa igama elithi “ezinosawoti” emikhankasweni yezikhangiso.

Bheka imiqulu yosesho inyanga nenyanga. Igama elingukhiye lesizini lingase libe ne-spike enkulu kuvolumu yokusesha ngo-Okthoba, kodwa ivolumu yokusesha ephansi kuze kube ngu-Okthoba. Hlela okuqukethwe kwakho ngokusekelwe kulawa magama angukhiye unyaka wonke. Ukunquma amagama angukhiye esizini, ungasebenzisa idatha ye-Google Trends noma idatha ye-Clickstream. Ivolumu yokusesha yegama elingukhiye ingaba ngesizini emazweni ahlukene. Uma usebenzisa i-Adwords njengomthombo wakho oyinhloko wethrafikhi, qiniseka ukuthi uyakufaka kokuqukethwe kwakho.

Imodeli yokubhida

Uma uzama ukuthuthukisa ibhajethi yakho ku-Adwords, kunezindlela ezimbili eziyisisekelo zokwenza. Okokuqala, ungasebenzisa izenzo zokuguqula ukukusiza ukuthi usethe amabhidi. Ngokupakisha izenzo zokuguqulwa, ungenza isenzo esisodwa esiyinhloko $10 kanye nesinye isenzo sesibili $20. Ngokwesibonelo, ukuhola kuwufanele $10, umthofu ofanelekayo wokuthengisa ufanelekile $20, futhi ukudayiswa kuwufanele $50. Ngokusebenzisa ukubhida okusekelwe kumanani, uchitha imali eningi kumakhasimende anenzuzo kuyilapho usebenzisa imali encane kulawo anenani eliphansi lokuguqulwa.

Ukubhida ngenani kuyinketho engcono ngoba kuphoqa i-Google ukuthi igxile kwikhwalithi yezikhangiso. Futhi kusiza abakhangisi balungiselele imikhankaso yabo ngokuya ngalokho okubaluleke kakhulu kubo – ithrafikhi engcono kanye nenqubo elawulekayo yangemva kokuguqulwa. Ukulungiselela inani lokuphila kwekhasimende noma i-LTV kuyisinqumo esihle kakhulu samabhizinisi afuna ukubandakanya amakhasimende ngokujulile. Ngaphezu kwalokho, ungakwazi ukulandelela kalula amanani okuguqulwa, futhi uqondanise isu lakho lokubhida nezinjongo zebhizinisi lakho.

Izindleko zokuchofoza ngakunye zincike Kumphumela Wekhwalithi wesikhangiso, futhi amaphuzu aphansi, ukuchofoza okushibhile. Nokho, ikhwalithi yemiphumela yezikhangiso izothinta izinga lesikhangiso sakho emiphumeleni yosesho. Izikolo Zekhwalithi Ephakeme zizokwandisa amathuba akho okuboniswa, okuholela ezindlekweni eziphansi ngokuchofoza ngakunye. Ngakho-ke, i-CPC ephansi izokwenza isabelomali sakho siye phambili.

Impumelelo yebhizinisi lakho le-inthanethi incike ekufinyeleleni kwakho kokumaketha kanye nokuzibandakanya kwamakhasimende. Kufanele wazi ukuthi uzisebenzisa kanjani izinkundla ze-PPC njenge-AdWords ukukhulisa ukuchayeka kwakho nokuzibandakanya kwamakhasimende. Qhubeka ufunde mayelana nalezi zindawo ezibalulekile. Akukaze kusheshe kakhulu ukuqala ukusebenzisa amapulatifomu e-PPC, kufaka phakathi i-AdWords. Nawa amanye amathiphu namasu abalulekile ukuze uqalise:

Ucwaningo lwamagama angukhiye

Esinye sezinyathelo zokuqala zokudala umkhankaso oyimpumelelo we-AdWords ukwenza ucwaningo lwamagama angukhiye olufanele. Ukusebenzisa i-Google Keyword Planner kungakusiza ukuthi unqume inani lokusesha lamagama angukhiye owacabangayo, igama elingukhiye ngalinye libiza malini, futhi iphakamisa ngisho namanye amagama nemishwana okufanele isetshenziswe. Lapho kwenziwa ngendlela efanele, lolu cwaningo luzokusiza ukuthi udale umkhankaso oqondisiwe ohambisana nemakethe yakho ohlosiwe. Ukukhumbula ukuthi ucwaningo lwakho lwegama elingukhiye lucacile, izikhangiso zakho zizoqondiswa kakhulu.

Enye yezindlela ezidume kakhulu nezisebenzayo zokuqala ukucwaninga amagama angukhiye ukusebenzisa i-Google Keyword Planner. Leli thuluzi libonisa imiqulu yosesho yamagama angukhiye ngenyanga. Uma amagama akho angukhiye eningi kuthrafikhi yasehlobo, kufanele uwakhombe ngaleso sikhathi. Enye indlela yocwaningo lwamagama angukhiye isebenzisa amathuluzi afana ne-Google AdWords’ umakhi wesikhangiso ukuze uthole amagama angukhiye ahlobene. Uma usunciphise uhlu lwakho lwamagama angukhiye, ungaqala ukukhiqiza okuqukethwe ngokusekelwe kulokho kusesha.

Ngenkathi usebenzisa ucwaningo lwakho lwegama elingukhiye, kufanele ucabangele lokho ofuna ukuthi iwebhusayithi yakho ikufeze. Ngale ndlela, uzokwazi kahle ukuthi izethameli zakho ezihlosiwe zifunani. Kufanele futhi ucabangele inhloso yabo yosesho – zinolwazi, ukuzulazula, noma okwenziwayo? Ukusebenzisa i-Google Keyword Planner, ungathola umbono wamagama angukhiye adumile we-niche yakho. Kufanele futhi uhlole ukuthi lawa magama angukhiye ahlobene yini newebhusayithi yakho. Ukusebenzisa amagama angukhiye endaweni efanele kuzoqinisekisa ukuthi izikhangiso zakho zibonwa abantu abalungile.

Ukwakha isu legama elingukhiye elisebenzayo, kufanele futhi ucwaninge izimbangi zakho’ amawebhusayithi. Izimbangi zakho’ amawebhusayithi angaqukatha okuqukethwe okungahambisani nemikhiqizo noma amasevisi akho njengawakho. Ukusebenzisa i-Google's keyword planner, uzokwazi ukuthola ukuthi yimaphi amagama angukhiye ashayela ithrafikhi eningi kubancintisana nabo. Ungasebenzisa lolu lwazi ukuze udale isu legama elingukhiye eliqhudelanayo. Ngale ndlela, ungasebenzisa leli su ukuthuthukisa izinga lewebhusayithi yakho ku-Google.

Isikolo sekhwalithi

Isikolo sekhwalithi ye-Adwords singenye yezinto ezibaluleke kakhulu ukwenza izikhangiso zakho zihambisane kakhulu. I-Adwords’ isikolo sekhwalithi sinqunywa isethi yama-algorithms afana ne-organic ranking algorithms. Ikhwalithi yakho ephezulu yamaphuzu, izikhangiso zakho zizohambisana kakhulu nezithameli zakho futhi ekugcineni izinga lakho lokuguqulwa. Nazi ezinye izindlela zokuthuthukisa isikolo sakho sekhwalithi yesikhangiso. Sizoxoxa ngezinye zezinto ezivame kakhulu ezinomthelela kumphumela wekhwalithi yesikhangiso sakho.

Indlela enhle yokwandisa isikolo sakho sekhwalithi ukuqapha izinga lokuguqulwa lezikhangiso zakho. Naka kakhulu isikolo sakho sekhwalithi futhi ukhiphe lezo zikhangiso nge-CTR ephansi. Zama ukushintsha isihloko sakho ukuze ukhuphule izinga lokuguqulwa lezikhangiso zakho. Bese, zama umkhankaso omusha wesikhangiso onekhophi ehlukile yesikhangiso. Lokhu kuzokwandisa isikolo sakho sekhwalithi kakhulu. Ukuze uthuthukise izinga lakho lokuguqulwa, gxila ekuthuthukiseni lezi zingxenye ezintathu:

Umphumela Wekhwalithi ephansi ungakhuphula Izindleko zakho Ngokuchofoza ngakunye (CPC). Ingahluka ngokusekelwe kumagama angukhiye owaqondisayo, kodwa Ikhwalithi Yekhwalithi ephezulu ingehlisa i-CPC yakho. Ngokuthembakala, kungaba nzima ukubona umphumela we-Quality Score, kodwa kuzocaca ngokuhamba kwesikhathi. Ziningi ezinye izinzuzo zekhwalithi ephezulu. Khumbula ukuthi lezi zinzuzo ziyanqwabelana ngokuhamba kwesikhathi. Akufanele uzame ukwenza ushintsho olulodwa ngobusuku obubodwa – umphumela uzozakha ngokuhamba kwesikhathi.

Ikhwalithi ephezulu kakhulu izothuthukisa ukubonakala kwesikhangiso sakho emiphumeleni yosesho. I-Google iklomelisa abakhangisi abakwaziyo ukudala izikhangiso zekhwalithi ephezulu. Futhi isikhangiso sekhwalithi ephansi singalimaza ibhizinisi lakho. Uma unesabelomali sokwenza lezi zinguquko, cabanga ukuqasha umbhali wesikhangiso. Umkhankaso wakho uzoba yimpumelelo kakhulu futhi ungabizi kakhulu uma i-Quality Score yakho iphezulu. Ngakho, qaphela: Amaphuzu ekhwalithi akuyona into okufanele ithathwe kalula.

CPC

Izindleko ngokuchofoza ngakunye (CPC) yesikhangiso se-Adwords siyahlukahluka kuye ngezinto ezimbalwa. Igama elingukhiye nemboni oyiqondisayo inquma i-CPC. Lokhu kunquma ukuthi yimalini okufanele uyikhokhe ukuze uqhube umkhankaso wakho. Ngezansi ezinye zezinto ezinquma i-CPC. Qhubeka ufunde ukuze ufunde kabanzi. -Yiziphi izithameli ofuna ukuzikhomba? Iluphi uhlobo lwemikhiqizo noma amasevisi izikhangiso zakho ezizoheha kulo?

-Ufuna ukukhokha malini ngokuchofoza ngakunye? Inani olibhidayo akufanele libe ngaphezu kwephuzu lakho lokulinganisa. Ukusetha i-CPC yakho ephezulu kakhulu kuzoholela ekuguquleni okuningi, okuzogcina kunciphise i-ROI yakho nokuthengisa. Ngokufanayo, ukwehlisa inani eliphezulu le-CPC kuzokwehlisa i-ROI yakho, kodwa umphumela wokuthengisa okumbalwa. I-CPC ibalulekile ngoba i-Google ibeka izikhangiso zakho phezulu emiphumeleni yosesho uma zinezinga eliphezulu lesikhangiso.

-Kufanele usebenzise malini ngokuchofoza ngakunye? Ngenkathi i-CPC ibalulekile ekuzuzeni ukuguqulwa, I-CPM ingcono ekukhuliseni i-ROI yakho. Ngokuvamile, ungazuza okwengeziwe ngokuchofoza ngakunye nge-CPC ephansi. Nokho, uma uqondise i-CPC ephansi, kuzoba lula ukuthola i-ROI ephakeme. Indlela engcono kakhulu yokuthuthukisa ibhajethi yakho ye-Adwords ukunquma isilinganiso sezindleko ngokuchofoza ngakunye futhi ubale izindleko zakho ngenkulungwane ngayinye.

-I-CPC inqunywa igama elingukhiye oliqondise kanye nezindleko zokuchofoza ngakunye okuzotholwa isikhangiso sakho. Kunezici eziningi ezizoba nomthelela ku-CPC yesikhangiso sakho, okuhlanganisa ukuhambisana kwegama elingukhiye, ikhwalithi yekhasi lokufika, kanye nezici zomongo. Uma uqondise amagama angukhiye anegama, Umphumela Wekhwalithi ephezulu ungakulethela imbuyiselo enenzuzo kumkhankaso wakho we-PPC. Ekugcineni, umgomo wakho uwukukhulisa i-CPC yakho ngangokunokwenzeka, ngaphandle kokuphuka.

Ukumaketha kabusha

Ukumaketha kabusha nge-Google AdWords kukuvumela ukuthi ubonise izikhangiso zangokwezifiso kubavakashi bewebhusayithi bangaphambilini. Ungakwazi futhi ukudala izikhangiso zokumaketha kabusha ezinamandla ezisuselwe kokuphakelayo ukuze ufinyelele izivakashi ezedlule. Ukusebenzisa ukumaketha kabusha kungakunikeza ithuba lokuguqula izivakashi zesikhathi esisodwa zibe amakhasimende aphindayo. Ukuze ufunde okwengeziwe ngale nqubo, funda uqhubeke. Lesi sihloko sichaza izinzuzo nokusetshenziswa kokumaketha kabusha nge-AdWords. Kungase kube inketho okufanele icatshangelwe ebhizinisini lakho.

Ukumaketha kabusha kuyindlela esebenzayo yokukhumbuza izivakashi ngemikhiqizo noma amasevisi akho. Ungakha ukuhluka kwezikhangiso okuhlukile ngokusekelwe ohlotsheni lomkhiqizo abake bawubuka kusayithi lakho. Ngokwesibonelo, ungakhomba izivakashi ezivakashele ikhasi lenqola ngosuku lwesikhombisa noma 15 noma kuphela labo ababuke ikhasi ngosuku lwesikhombisa. Ngokukhomba izethameli zakho ngokusekelwe ekuziphatheni kwazo, ungakwazi ukwandisa izinga lakho lokuguqulwa kanye ne-ROI.

Izindleko ngokuchofoza ngakunye

Uma uzibuza ukuthi uchitha malini ku-Cost ngokuchofoza ngakunye kwe-Adwords, awuwedwa. Abantu abaningi bachitha ngaphezulu $4 ngokuchofoza ngakunye ezikhangisweni. Futhi, ngocwaningo olufanele, ungakwazi ukwehlisa leyo nombolo kakhulu. Amasu amaningana angakusiza wenze kanjalo. Okokuqala, geo-target izikhangiso zakho. Lokhu kuzokuvumela ukuthi ubonise izikhangiso ezinhlotsheni ezithile zamadivayisi eselula. Okwesibili, ungakhawulela inani lezikhangiso ezivela ekhasini elinikeziwe, ukuze kuboniswe abafanelekile kuphela kubavakashi bakho.

I-AdWords’ I-CPC iphansi kakhulu ezimbonini eziningi. I-CPC emaphakathi yokusesha ku-Google imayelana $1 futhi $2, kodwa angafinyelela $50 uma ufuna ukuqondiswa kakhulu. Kuye ngemboni yakho, inani lakho lebhidi, kanye nezimbangi zakho’ amabhidi, ungasebenzisa amakhulu noma izinkulungwane zamadola ngosuku ku-AdWords. Noma kunjalo, khumbula ukuthi nangamathuluzi amahhala e-Google, usengenza imali ngokukhangisa.

Enye indlela yokwandisa ibhidi yakho ngokwandisa ibhidi yakho. Nokho, kuyafaneleka ukuqaphela ukuthi ukubhida kwegama elingukhiye kuyahlukahluka embonini kuya embonini. Uma usembonini yezezimali, isilinganiso sakho sokuguqulwa simayelana 2.70%. Okwezimboni ezifana ne-e-commerce kanye nomshwalense, isilinganiso singaphansi kwamaphesenti amabili. Noma kunjalo, kubalulekile ukuqapha imikhankaso yakho ngokucophelela futhi ulungise ibhidi yakho ngokufanele. Futhi ungakhohlwa ukusebenzisa i-Google Sheet ukuze ulandelele imikhankaso yakho.

Nakuba isikolo sekhwalithi ne-CPC zibalulekile kumkhankaso wakho we-AdWords, kufanele futhi ucabangele ukubekwa kwegama lakho elingukhiye kanye nekhasi lokufika. I-AdWords’ Umphumela Wekhwalithi isilinganiso sokuhambisana kokuqukethwe kwakho kubaseshi. Okuphezulu kwe-CTR yakho, maningi amathuba okuthi isikhangiso sakho sichofozwe. Uma ikhasi lakho lokubikezela lingafaneleki, isikhangiso sakho sizongcwatshwa kumaSERPs.