Isigaba: Ibhulogi

Kunokucatshangelwa okuningana okubalulekile uma usebenzisa i-Adwords kuwebhusayithi yakho. Ukwazi izindleko, ukubhida amagama angukhiye, kanye nokulandelela ukuguqulwa konke kubalulekile ekwenzeni lolu hlelo lokumaketha oluku-inthanethi ngokugcwele. Ulwazi olukulesi sihloko luzokusiza ukuthi uqalise ngokushesha. Ungasebenzisa futhi amathiphu asuka esihlokweni ukuze ufunde kabanzi mayelana nezinye izici ze-Adwords. Lesi sihloko sizokunikeza ukubuka konke okuyisisekelo kwenqubo, kusukela ocwaningweni lwamagama angukhiye ukuya ekubhideni kuya ekulandeleleni ukuguqulwa.

Ucwaningo lwamagama angukhiye

Esinye sezinyathelo zokuqala ocwaningweni lwamagama angukhiye ukuqonda ibhizinisi lakho. Ngokuhlaziya imibuzo ebuzwa yizithameli zakho, ungakha okuqukethwe okuzobakhanga. Indlela enhle yokuqoqa idatha yocwaningo lwamagama angukhiye ukuzicwilisa emphakathini wakho. Sebenzisa izilandeleli zamagama ukuhlonza ukuthi abantu ku-niche yakho bafuna ini. Sebenzisa ulwazi ukuze uthuthukise okuqukethwe okuzokhanga izethameli zakho ezihlosiwe futhi wandise ithrafikhi yesayithi lakho. Nazi ezinye izindlela zokuqoqa idatha yocwaningo lwamagama angukhiye yebhizinisi lakho.

Ngemuva kokuthi ukhethe amagama akho angukhiye, zibeke phambili ngokubaluleka. Qiniseka ukuthi aqondene ngqo nokuqukethwe kwesayithi lakho. Sebenzisa amagama angukhiye amathathu noma amahlanu ngegama elingukhiye ngalinye. Gxila kuma-niches athile ukwenza umkhankaso wakho usebenze kakhulu. Futhi, gwema ukusebenzisa amagama angukhiye agcwele ukuncintisana. Ucwaningo lwamagama angukhiye lungakusiza futhi ukuthi uthole izingqikithi eziphindaphindayo ngaphakathi kwe-niche yakho. Lapho ubhalela ukushicilelwa ku-inthanethi, sebenzisa ucwaningo lwegama elingukhiye ukukhomba izingqikithi eziphindaphindayo embonini yakho.

Uma usebenzisa ukukhangisa okukhokhelwayo ukukhuthaza iwebhusayithi yakho, ucwaningo lwegama elingukhiye lubalulekile. Ukwazi ukuziphatha kokusesha kwezithameli zakho kubalulekile ebhizinisini lakho. Sebenzisa lolu lwazi ukuze ubhalele izethameli zakho okuqukethwe okufanele. Khumbula ukuthi kunezinhlobo ezahlukene zabantu abafuna ulwazi olufanayo nolwakho. Uma izethameli zakho zisebenzisa amagama afanayo, uzoba nethuba elingcono lokutholakala kuma-SERPs. Inzuzo eyinhloko ocwaningweni lwamagama angukhiye ukuthi ingakusiza ukunquma ukuthi yimaphi amagama angukhiye asebenza kahle kakhulu emkhankasweni wakho wokukhangisa.

Ukuqonda izethameli zakho ezihlosiwe kubalulekile ekwandiseni ubukhona bakho ku-inthanethi. Uma usebenzisa amagama angukhiye ajwayelekile, cishe uzoqondisa izethameli eziningi kunalokho obuhlosile. Ngokwazi izidingo zababukeli bakho ohlosiwe, ungakha uhlu lwamagama angukhiye namasu ukuhlangabezana nezidingo zabo. Ngosizo oluncane oluvela ocwaningweni lwamagama angukhiye, ungakha amasu okufanisa imikhiqizo namasevisi akho nezidingo zawo. Uzomangala ukuthi ungathuthukisa kangakanani izinga lenjini yokusesha yewebhusayithi yakho futhi wandise ukuthengisa kwakho.

Ibhidi yamagama angukhiye

Ukubhida kwamagama angukhiye ku-Adwords kungenziwa ezingeni lamagama angukhiye noma ezingeni leqembu lesikhangiso. Ibhidi yeleveli yegama elingukhiye ivumelana nezimo futhi ilungele ukukhulisa ibhidi yomphumela ofisayo womkhankaso. Ukwandiswa kwamagama angukhiye nakho kuyenzeka futhi kungakhuphula ibhidi yalo lonke iqembu lesikhangiso. Ukusebenzisa amaqembu ezikhangiso nokubhida kwamagama angukhiye kulula ukukuphatha. Ungasebenzisa futhi ukubhida kweqembu lezikhangiso ezinsukwini ezimbalwa zokuqala zomkhankaso wakho ukuze uhlole amasu ahlukahlukene.

Ngegama elingukhiye ngalinye, ungalungisa inani lebhidi ngokushintsha inombolo yezikhangiso eziboniswa lelo gama elingukhiye. Ukwandisa ibhidi egameni elingukhiye eliyinhloko kungase kuthuthukise isikhundla sakho eqenjini lesikhangiso. Ngokunjalo, ukwehlisa ibhidi yeqembu lesikhangiso kungase kunciphise izindleko zokuguqulwa ngakunye. Kufanele futhi uqaphe isikhathi sokuvala ukuze wenze ibhidi engcono kakhulu yegama elingukhiye. Umgomo uwukugcina imali ngaphandle kokudela ukuguqulwa.

Uma ubhidela igama elingukhiye ku-Adwords, inani elikhokhiwe lisuselwa ekudumeni kwegama elingukhiye. Igama elingukhiye linamandla okushayela ithrafikhi eningi uma isiseshi sithayipha igama elingukhiye okukhulunywa ngalo. Ukukhethwa kwegama elingukhiye elihle kufanele kuhambisane nezilaleli. Ngokukhomba izethameli ezifanele, ungafinyelela izethameli eziningi futhi wakhe umkhankaso oqinile we-PPC. Ngaphandle kwalokho, umkhankaso wokubhida igama elingukhiye ungaphathwa yi-ejensi yochwepheshe, njengoDeksia.

Uma usuthuthukise isikhangiso sakho, qapha imiphumela futhi wenze izinguquko njengoba kudingeka. Uma udlala izikhangiso ezikhokhelwayo, qiniseka ukuthi ukhomba amagama angukhiye afanelekile futhi uhlole ukusebenza kwawo ngezikhathi ezithile ukuze uqinisekise ukuthi imiphumela ilungile. Ngokulandela amathiphu angenhla, uzoba sendleleni efanele yokufinyelela izinhloso zakho. Vele ukhumbule ukuthi umgomo wakho kufanele ube ofanele futhi ufezeke. Khumbula nje ukulungisa amabhidi akho uma kudingeka.

Izindleko

Amagama angukhiye abiza kakhulu e-AdWords yilawo afaka ezezimali nezimboni ezilawula izindodla zemali.. Amanye amagama angukhiye abiza kakhulu ku-Google ahlanganisa imfundo kanye “iziqu,” izigaba ezimbili ezingathathwa njengezincintisana kakhulu. Abantu abafuna ukungena embonini yezemfundo nokwelashwa kufanele balindele ama-CPC aphezulu. Izinkampani ezisebenzelana nokunakekelwa kwezempilo nemithi kufanele nazo zikuqaphele lokhu. Ngaphandle kokunakekelwa kwezempilo, izinkampani zomshwalense namafemu ezezimali zisebenzisa kakhulu ku-AdWords.

Esinye isici okufanele icatshangelwe lapho kubalwa izindleko ze-Adwords izinga lokuguqulwa. Izinga lokuguqulwa liyiphesenti lezindleko zokuchofoza eliholela esenzweni. Ngokwesibonelo, uma othile echofoza isixhumanisi ukuze abhalisele ukubhaliswa kwe-imeyili, umsebenzisi we-AdWords angakha ikhodi ehlukile ukuze alandelele okubhaliselwe kwe-imeyili kwalesi sivakashi esithile. Le khodi izothumela ama-pings ezikhathi ezithile kumaseva e-AdWords ukuze ihlobanise idatha. Uma idatha isihlanganisiwe, izindleko zokuguqulwa ngakunye zihlukaniswa ngenani eliphelele lokuchofoza.

Izindleko ezimaphakathi zokuchofoza ziyahlukahluka kakhulu futhi zincike egameni elingukhiye kanye nomkhakha. Kunethiwekhi yosesho, ama-CPC aphakathi nendawo $2.32. Kunethiwekhi yesibonisi, kunjalo $0.58. Ukuze uthole ulwazi olwengeziwe ngalawa mamethrikhi, vakashela i-athikili yethu yamamethrikhi e-AdWords. Enye indlela yokonga imali ku-AdWords ukusebenzisa amagama angukhiye anesikolo sekhwalithi ephezulu. Amagama angukhiye e-High Quality Score azuza amazinga angcono ezikhangiso futhi onge imali.

Uma usebenzisa umkhankaso we-PPC nge-Google, kubalulekile ukuqonda izindleko ngokuchofoza ngakunye. I-Google ineqoqo lamathuluzi elisiza amabhizinisi ukuthi aqaphe futhi alinganise ukuphumelela kokukhangisa kwawo. Lokhu kubandakanya isofthiwe ye-Google Analytics, okulinganisa izindleko ngokuchofoza ngakunye. Kodwa ngaphambi kokuthatha isinqumo sokusebenzisa leli thuluzi, qiniseka ukuthi wazi ngokugcwele izindleko nobude besikhathi somkhankaso ngamunye. Ngaphezu kwalokho, isabelomali sokumaketha senkampani cishe sizonquma inani lemali elibizayo ukusebenzisa ukukhangisa kwe-PPC.

Ukulandelela ukuguqulwa

Ukulandelela ukuguqulwa ku-AdWords kunezinzuzo ezimbalwa. Okokuqala, ingakhuphula izinombolo zakho zokuguqulwa ngokubuyela emuva, ngokufaka ikhredithi ukuchofoza kokugcina kanye nedethi yokwenziwayo. Okwesibili, ikuvumela ukuthi ulandelele ukuguqulwa kwangemuva, noma ukuguqulwa okungakenzeki evikini lokuqala lokuhlola izibalo. Kwalokhu, uzofuna ukwakha ikhukhi lokulandelela elizohlala okungenani izinsuku ezingamashumi amathathu. Ikhukhi iba yinde, okungcono, njengoba izokusiza ukuthi ulandelele zonke izinguquko ezenziwe.

Lapho usetha Iwebhusayithi noma Shayela ukuguqulwa kwendawo, uzofuna ukunika amandla iwindi lokuguqula lokubuka. Lesi silungiselelo silandelela izivakashi ezibuka isikhangiso sakho kodwa ezingachofozi. Laba bantu bangase babuye kamuva futhi baguqule. Ungasetha isikhathi phakathi kokubuka nokuguqulwa ukuthi kube noma yikuphi ukusuka osukwini olulodwa ukuya 30 izinsuku. Ungaphinda ukhethe inani Ngokwezifiso, ezolandelela izivakashi nganoma yisiphi ubude besikhathi. Ukulandelela ukuguqulwa, uzodinga ukwazi ukuthi yiziphi izikhangiso ezithola ithrafikhi eningi.

Ukulandelela ukuguqulwa ku-Adwords kungasethwa ukuze kukalwe inombolo yezingcingo ezenzeka ngemva kokuchofoza isikhangiso sakho.. Ungakhetha kuhlu lwezinketho ngokusekelwe ekutheni ukuguqulwa kwakho kubukeka kanjani. Ukuguqulwa kwewebhusayithi, Ngokwesibonelo, hlanganisa ukuthenga nokubhalisa. Amakholi efoni, Ngokwesinye isandla, ingafaka amakholi efoni asuka esikhangisweni sakho bese ephelela ocingweni lwekhasimende. Okwalezi zinhlobo zokuguqulwa, uzodinga inombolo yefoni ukuze ukuguqulwa kulandelelwe.

Ukulandelela ukuguqulwa ku-AdWords akusebenzi namakhasimende anganawo amakhukhi anikwe amandla. Noma iningi labasebenzisi be-inthanethi liphequlula ngamakhukhi anikwe amandla, basengakwazi ukukhubaza ikhukhi le-tracker yokuguqulwa. Ungasebenzisa futhi i-plugin yokulandelela ukuguqulwa ku-AdWords ukuze uguqule ikhodi yokuguqula. Uma usenezinkinga, cabanga ukuxhumana ne-ejensi yokukhangisa noma umthuthukisi wewebhusayithi. Bangakujabulela ukusiza.

Amagama angukhiye angalungile

Cishe uzwile ngamagama angukhiye angalungile ku-Adwords, kodwa uzisebenzisa kanjani kahle? Iyiphi indlela engcono kakhulu yokuzisebenzisa? Hhayi-ke, empeleni ilula. Okokuqala, udinga ukudala isethi eyabiwe yamagama angukhiye angemuhle. Bese, ungaqala ukwengeza amagama angukhiye angalungile kumkhankaso wakho. Ngale ndlela, uzokwazi ukugwema ukuchitha imali emikhankasweni yezikhangiso engaguquki.

Lapho wakha uhlu lwakho, qiniseka ukuthi ukhetha izinhlobo ezifanele zamagama angukhiye angalungile. Lawa amagama axhumene ngokwe-semantically, kodwa azihlobene nemikhiqizo noma amasevisi akho. Izikhangiso ezibonisa imigomo engahambisani nemikhiqizo noma amasevisi akho mancane amathuba okuthi zikhiqize ukuthengisa, ngakho-ke kufanele ugweme ukusebenzisa lawo magama angukhiye. Ungasebenzisa futhi amagama angukhiye angalungile emibuzweni yokusesha engathengi. Lokhu kungasiza imikhankaso yakho ukuthi ifinyelele amazinga aphezulu okuguqulwa.

Uma udala uhlu lwamagama angukhiye aphikisayo, kufanele ukhethe amagama azoba nzima kakhulu kuwe ukuthi uwalinganisele. Ungasebenzisa amagama angukhiye aqukethe ubuningi bamagama noma imishwana ongafuni ukuyikhomba. Kuye ngomgomo wakho, ungakwazi ukwengeza amagama angukhiye angalungile emaqenjini ezikhangiso noma emikhankasweni futhi usebenzise ukufanisa ibinzana elithi negative ukuze ukhiphe noma imaphi amatemu angenamsebenzi. Lokhu kungakusiza wehlise i-CPC yakho, futhi wandise ukubekwa kwesikhangiso sakho.

Ukwakha uhlu lwamagama angukhiye angalungile, kufanele udale iqembu elihlukile lesikhangiso lohlobo ngalunye lwegama elingukhiye. Lawa magama angukhiye kufanele ahlanganise imiqondo ehlukene ehlobene nezinkampani zezimboni nokukhiqiza. Ngale ndlela, ungalungisa amagama akho angukhiye futhi uxhumane nabantu abafanelekile. Nokho, kufanele uqaphele ukuthi ungangezi amagama angukhiye angalungile ezingeni elingalungile. Zizokwengezwa njengokufana nse. Uma ukhetha izinga elingalungile, uzogcina unesiphithiphithi somkhankaso.

Uma umusha ku-Adwords, kungcono ukugcina izinto zilula. Ungazami ukwenza okungaphezu kwalokho okuvunyelwe yipulatifomu. Futhi ubekezele – kuzothatha isikhathi ukuthi izinyawo zakho zibe manzi. Lesi sihloko sizokuhambisa ezinyathelweni zokuqala zokuqala umkhankaso wakho. Kuningi ku-Adwords kunokumisa umkhankaso, nokho. Qhubeka ufunda ukuze ufunde kabanzi mayelana nezikhangiso zokuhlola ukuhlukaniswa nokuthuthukisa amakhasi okufika.

Ucwaningo lwamagama angukhiye

Uma usebenzisa ukukhangisa kokukhokha ngokuchofoza ukukhangisa iwebhusayithi yakho, ucwaningo lwegama elingukhiye lubalulekile. Ngokuqonda ukuthi amakhasimende afunani ku-inthanethi, ungakha okuqukethwe okufanele. Kukusiza futhi ukuthi uqondise izethameli ezithile, njengalabo abasebenza embonini yezokwelapha noma labo abathanda ukuhlinzwa komgogodla. Ngokwesibonelo, uma imakethe yakho ehlosiwe ingodokotela abahlinzayo bomgogodla, ungawakhomba ngesikhangiso esiqondisiwe. Ukusebenzisa i-Google Keyword Planner kungakusiza uthole amagama angukhiye alungile.

Okokuqala, sebenzisa ithuluzi lamagama angukhiye elikuvumela ukuthi uhlole izihloko, imibuzo, kanye nemiphakathi ehambisana newebhusayithi yakho. I-Bing iyinjini yokusesha yesibili ngobukhulu emhlabeni, ukucubungula 12,000 ukusesha okuyizigidi njalo ngenyanga. Uma usuwakhethile amagama akho angukhiye, ungabhala okuqukethwe okusebenzisa la magama. Lokhu kuzokwandisa amathuba okuheha izivakashi ezintsha, ukuthuthukisa ithrafikhi yesayithi lakho. Ngemva kokucwaninga amagama angukhiye, khetha okungcono kakhulu kokuqukethwe kwakho.

Elinye ithuluzi lokucwaninga kwamagama angukhiye ama-Ahrefs. Leli thuluzi lamahhala likunikeza imininingwane enemininingwane mayelana namagama angukhiye, kuhlanganise nevolumu yabo yokusesha, ukuncintisana, kanye nethrafikhi yewebhusayithi. Ingakutshela futhi ukuthi yiziphi izimbangi ezinevolumu yokusesha ephezulu futhi abasebenzisa amanye amasu ukukala phezulu ezinjinini zokusesha. Qiniseka ukuthi ubuyekeza amawebhusayithi aqhudelana naye ngaphambi kokukhetha igama elingukhiye ozoliqondisa. Ngaphandle kwezinhloso zakho, kubalulekile ukuqonda umncintiswano nokuthi zikleliswa kanjani kumagama angukhiye owakhethayo.

Isinyathelo esibaluleke kakhulu ocwaningweni lwamagama angukhiye ukwazi izethameli zakho. Ufuna ukudonsa ukunaka kwezithameli zakho ozihlosile, futhi ukwazi ukuthi yini abayifunayo kuzokusiza wenze lokho. Lokhu kungenziwa ngokusebenzisa ithuluzi lamagama angukhiye lamahhala njengethuluzi legama elingukhiye le-Google, noma ithuluzi lokucwaninga lamagama angukhiye akhokhelwayo njenge-Ahrefs. Ungasebenzisa lolu lwazi ukubhala okuthunyelwe okusha okuhambisana nezithameli zakho. Leli ithuluzi eliyigugu elingasetshenziselwa ukukhiqiza okuqukethwe okusha.

Umgomo womkhankaso we-Adwords

I-Google ihlinzeka ngezinhlobo ezahlukene zeziqondiso ukukusiza ukuthi ukhethe izikhangiso ezisebenza kahle kakhulu zewebhusayithi yakho. Ungakhetha phakathi kwezinjongo zokuguqulwa ezijwayelekile nezingokwezifiso, futhi ziwusizo kumasu okubhida. Uma unesitolo sezingubo eziku-inthanethi, Ngokwesibonelo, ungase ufune ukusebenzisa imigomo yokuguqulwa ngokwezifiso ukuze ukhuphule inani lemali engenayo oyenzayo. Bese, ungakwazi ukwengeza izenzo zokuguqula njengokugcwalisa ifomu lokuhola noma ukuthenga umkhiqizo. Ukudala umkhankaso we-Adwords wesitolo sezingubo, landela lawa macebiso.

Ngaphambi kokwethula umkhankaso we-Google Adwords, nquma isabelomali ozimisele ukusichitha. Umthetho omuhle wesithupha uwukusebenzisa okungenani $20-$50 usuku. Ungase udinge ukuchitha imali eningi noma encane kuye ngokuncintisana kwamagama angukhiye kanye ne-CPC elinganiselwe. Kufanele futhi wazi izindleko zokuthola ikhasimende noma ukuhola ngaphambi kokusetha ibhajethi. Nokho, kusabalulekile ukuzibekela imigomo enengqondo futhi wenze izinguquko ukuze wandise imiphumela.

Hlukanisa izikhangiso zokuhlola

Uma uhlukanisa izikhangiso zokuhlola ku-Adwords, ungakhetha izinguqulo ezimbili zezikhangiso ezinezici ezihlukile. Ngokwesibonelo, esikhangisweni sokuqala, ungase ubhale ngosonhlamvukazi uhlamvu lokuqala kuyilapho okwesibili, futhi ngokuphambene. Ngaphezu kwalokho, ungashintsha i-URL yokubonisa kuzo zombili izinguqulo zesikhangiso. Ngale ndlela, uzokwazi ukubona ukuthi yisiphi isikhangiso esisebenza kangcono. Bese, ungakhetha ukuthi usebenzise siphi isikhangiso.

Ukunquma ukuthi yisiphi isikhangiso esisebenza kangcono kunesinye, ungasebenzisa isofthiwe yokuhlola ukuhlukaniswa. Lezi zinhlelo zesofthiwe zikuvumela ukuthi ubone amamethrikhi ahlukahlukene, njengemali engenayo nokuguqulwa. Lawo mamethrikhi abalulekile empumelelweni yebhizinisi lakho, ngakho-ke khetha lezo ezithinta ngqo imiphumela yakho. Ngokwesibonelo, ungahlaziya imithombo ehlukene yethrafikhi yewebhusayithi futhi unqume ukuthi yimiphi eholela emalini engenayo eningi. Isofthiwe yokuhlola ukuhlukaniswa izokubonisa ukuthi yimiphi imithombo yethrafikhi enenzuzo kakhulu ebhizinisini lakho.

Ngemva kokukhetha okuhlukile kwesikhangiso, sekuyisikhathi sokuhlaziya imiphumela. Ukwenza kanjalo, Iya ku “Buka Umlando Wokushintsha” futhi ubheke idethi nesikhathi isethi ngayinye yesikhangiso esilungiswe ngayo. Ngokwesibonelo, uma wenze ushintsho esikhangisweni sakho sombhalo ngoSepthemba 23 kwe 7:34 pm, chofoza ku “Bonisa Imininingwane” isixhumanisi ukuze ubone isikhathi esiqondile nedethi oyenze ngayo ushintsho.

Ukuhlukanisa izikhangiso zokuhlola ku-Facebook, qiniseka ukuthi ukhetha isabelomali esiletha imiphumela. I-Facebook inesabelomali esincane nesinconyiwe okufanele usilandele. Bese, hlukanisa isabelomali ngokulinganayo phakathi kwalezi zikhangiso ezimbili. Ukuze uthole umphumela onembe kakhudlwana, qiniseka ukuthi uhlola ukubaluleka kwezibalo zomehluko. Uma ungaqiniseki, sebenzisa izindleko zemethrikhi ngayinye yokuguqulwa. Izindleko ezimaphakathi ngokuchofoza ngakunye kuzo zombili izikhangisi zingase zibe phezulu futhi ngokuphambene nalokho.

Ilungiselela amakhasi okufika

Ukuhlola ukusebenza kwezakhi ezihlukahlukene zamakhasi akho okubikezela kuyisihluthulelo sokuthuthukisa ngempumelelo. Enye indlela yokulinganisa ukusebenza kwezakhi ezihlukene ukusebenzisa amamephu okushisa. Lokhu kungakubonisa lapho abantu bachofoza khona ekhasini lakho, noma ngabe baziba ukubizelwa esenzweni noma bagxile kwezinye izici ezingabalulekile. Ngokulandelela ukuziphatha kwezivakashi, uzokwazi ukwenza izinguquko ukuze uthuthukise isayithi lakho. Ngenkathi amamephu okushisa engenye yezindlela ezivame kakhulu zokuhlola amakhasi akho okubikezela, akuzona ukuphela kwendlela yokuzithuthukisa. Eminye imibiko yedatha ebonakalayo ihlanganisa amamephu wokuskrola, imbondela, kanye nohlu lwemibiko.

Isivinini sekhasi esinye isici esibalulekile okufanele sicatshangelwe. Uma ikhasi lakho lokubikezela lithatha isikhathi eside ukulayisha, izivakashi zizolahlekelwa isithakazelo ngokushesha. Lokhu kungase kubangele izinga eliphezulu lokugxuma, okwazisa i-Google ngolwazi lomsebenzisi olubi futhi okungase kube nomthelela Wezinga Lesikhangiso sakho. Ngokusebenzisa i-browser caching kanye nokunciphisa umbhalo ongadingekile, ungakwazi ukwandisa isivinini sekhasi ngesikhathi esifanayo wehlisa i-CPC. Ngokubhekana nalezi zinkinga, ungathuthukisa ulwazi lomsebenzisi lekhasi lakho lokubikezela futhi uthuthukise amazinga alo okuguqulwa.

Ikhasi lokubikezela eliklanywe kahle libalulekile ekwandiseni ukuguqulwa. Akufanele ingabi nemfuhlumfuhlu futhi kube lula ukuyizulazula. Kufanele futhi kube lula ukuzulazula, ukuze izivakashi zitshelwe ukuthi zithathe isinyathelo ngokushesha. Kufanele kube lula ukuzulazula, futhi kufanele ifake ulwazi oluhlobene nemikhiqizo noma amasevisi okunikezwayo. Ikhasi lokufika lidinga ukusebenza kuzo zonke lezi zindlela ukuze kukhuliswe imali engenayo. Isinyathelo sokuqala sokuthuthukisa ikhasi lakho lokubikezela ukuhlola nokuhlola iziphakamiso zamanani ahlukene. Olandelayo, hlola futhi ulungise izinkambu zefomu ukuze uzenze zithandeke kakhulu. Ekugcineni, engeza ubufakazi bomphakathi ekhasini lakho lokubikezela ukuze ukhulise ukwethembeka.

Ukulandelela ukuguqulwa

Esinye sezinyathelo ezibaluleke kakhulu ekulandeleni ukuguqulwa nge-Adwords ukukhomba uhlobo lokuguqulwa. Ukuguqulwa kuyehluka ngevelu kuye ngohlobo lwesenzo. Ukuchofoza nokuthengisa, Ngokwesibonelo, zombili ziwuhlobo lokuguqulwa, ngakho-ke inani ngalinye liyahlukahluka. Ungasebenzisa futhi imodeli yesichasiso ukuze unqume ukuthi singakanani isikweletu ongasinika uhlobo ngalunye lokuguqulwa. Uma ungazi ukuthi ungakubalula kanjani ukuguqulwa, Nazi ezinye izinyathelo zokukusiza ukuthi uqalise:

Okokuqala, qiniseka ukuthi unomaki wesayithi lomhlaba jikelele, noma ikhodi erekhoda ukuguqulwa ngakunye. Ngokwesibonelo, uma unohlelo lokusebenza noma iwebhusayithi enenombolo yocingo, ikhodi yakho yokuguqula ingarekhoda ikholi yakho. Ungasebenzisa futhi ikhodi yokuguqula yangokwezifiso ukulandelela izingcingo. Ngale ndlela, i-akhawunti yakho ye-AdWords izothola ikhodi yokulandelela eyingqayizivele uma isivakashi sichofoza isixhumanisi senombolo yocingo ethile.

Enye indlela yokulandelela ukuguqulwa nge-Adwords ukusetha amakhodi okulandelela ekhasini ngalinye lewebhusayithi yakho. Ungakwazi ukugcwalisa ifomu kuwebhusayithi ye-AdWords ukwenza njalo noma unamathisele ikhodi ekhasini lakho lewebhu. Uma lokhu sekwenziwe, ungaqamba ukuguqulwa futhi ulandelele ukusebenza kwesikhangiso ngasinye. Uma ufuna ukwazi kahle ukuthi bangaki abantu abaguqukayo besuka ezikhangisweni zakho, lena indlela engcono kakhulu yokukala umkhankaso wakho.

Uma usumise ikhodi yokuguqula yesayithi lakho, ungafaka i-Google Tag Manager ukuze ulandelele impumelelo yokuchofoza ngakunye kwesikhangiso. Izokuqondisa ohlelweni lwesinyathelo ngesinyathelo, okuhlanganisa ukusetshenziswa kwe-ID yokuguqula, ilebula yokuguqulwa, kanye nesixhumi. I-Google Tag Manager izophinda ikunikeze ukuthunyelwa kwe-JSON okudingayo. Ungabe usulungiselela omaka futhi ulandelele ukuguqulwa nge-Adwords.

Kunezinto ezimbalwa okufanele uzazi ngaphambi kokwethula umkhankaso wesikhangiso ku-Adwords. Uma ungaqiniseki ukuthi ungaqala kuphi, funda lesi sihloko ukuze ufunde mayelana nezindikimba zamagama angukhiye, Izinketho zokukhomba, Ukubhida, kanye nokulandela ukuguqulwa. Ungakwazi ngisho nokuhlola womabili amabhokisi futhi ukopishe futhi unamathisele izikhangiso ezivela kweminye imithombo. Uma usukopishe isikhangiso sakho, qiniseka ukuthi ushintsha isihloko bese ukopisha uma kudingeka. Ekupheleni, izikhangiso zakho kufanele zibukeke njengalezi ozitholile uma uziqhathanisa.

Izingqikithi zamagama angukhiye

I-Google isanda kwethula isici esisha esibizwa ngokuthi ‘Izindikimba zamagama angukhiye’ okuzosiza abakhangisi baqondise izikhangiso zabo ngokuphumelelayo. Izindikimba zamagama angukhiye zizotholakala kusici se-Smart Campaigns emasontweni azayo. I-Google imemezele inqwaba yamathuluzi amasha aklanyelwe ukunciphisa imiphumela yokuvalwa kwe-COVID-19, okuhlanganisa Imikhankaso Ehlakaniphile. Funda ukuze uthole ukuthi ungasebenzisa kanjani la mathuluzi amasha. Ake sicwilise kwezimbalwa zazo.

Enye inzuzo yezingqikithi zegama elingukhiye ukuthi benza ukuqhathanisa phakathi kwamagama angukhiye ngaphakathi kwesigaba esifanayo kalula. Ngokwesibonelo, kunzima ukuqhathanisa ukusebenza kwamagama angukhiye ahlukene wezicathulo neziketi uma ziqoqwe eqenjini lesikhangiso elifanayo. Nokho, uma ulandela isikimu setimu esinengqondo, uzokwazi ukuqhathanisa kalula ukusebenza kwegama elingukhiye kuyo yonke imikhankaso namaqembu ezikhangiso. Ngale ndlela, uzoba nesithombe esicacile sokuthi yimaphi amagama angukhiye anenzuzo kakhulu esigabeni somkhiqizo ngamunye.

Ukuhambisana – Uma abantu basebenzisa izinjini zokusesha ze-Google ukuthola imikhiqizo, izikhangiso eziqukethe amagama angukhiye ahlobene cishe zizochofozwa. Ukuhambisana kusiza futhi ukuthuthukisa Isikolo Sekhwalithi kanye nezinga lokuchofoza. Ngokusebenzisa amagama angukhiye afanayo emaqenjini ezikhangiso ahlukene, ungagcina imali nesikhathi. Amasu ambalwa abalulekile wokuthuthukisa ukuhambisana kwegama elingukhiye ahlanganisa:

Izinketho zokukhomba

Ungakhetha ukusebenzisa ukuqondisa kwezinga lomkhankaso kuselula nezikhangiso eziboniswayo. Ukuqondisa komkhankaso ngokuvamile kusebenza kuzo zonke izikhangiso ezikumkhankaso, futhi amaqembu esikhangiso angase akhiphe ukuqondisa komkhankaso. Ukushintsha umkhankaso wakho oqondiswe kuwo, kufanele uye kuthebhu ethi Izilungiselelo, bese uchofoza okuqondiwe Kwendawo. Chofoza u-Hlela ukuze ulungise izindawo eziqondisiwe ozikhethile. Ungakhipha izindawo ezithile kuzithameli oziqondise. Kungenjalo, ungalungisa ibhidi yezindawo ezithile.

Esinye isici esibalulekile somkhankaso wokukhangisa wenkundla yezokuxhumana ukukhomba okusebenzayo. I-YouTube, Ngokwesibonelo, ikuvumela ukuthi uqondise ngedeskithophu, ithebhulethi, noma amadivaysi eselula. Ungaphinda ukhethe ukuthi isikhangiso sizovela noma cha endaweni ethile. Imikhiqizo eminingi imaketha kuzwelonke nasendaweni, ngakho-ke kubalulekile ukucabangela ukuthi izethameli zihlala kuphi. Uma uzama ukufinyelela izethameli eziningi, ungase ufune ukusebenzisa i-metro targeting. Kodwa qaphela ukuthi ukuqondiswa kwe-metro kungase kubanzi kakhulu ebhizinisini lakho lendawo.

Ukusebenzisa izethameli ezihambisanayo kungakusiza ukuthi uqondise izethameli zakho ngokusekelwe kulokho okuthakaselayo, imikhuba, neminye imininingwane. Ngale ndlela, uzokwazi ukufinyelela abantu okungenzeka babe nentshisekelo kumikhiqizo noma amasevisi akho. Ngaphezu kwalokho, ungakhomba laba bantu ngokuqondile ngokufaka kuhlu iwebhusayithi yakho noma amagama angukhiye. I-Google Adwords izosebenzisa idatha yegama elingukhiye ukuze idale izethameli zakho ezihambisanayo. Bese, isikhangiso sakho sizovela phambi kwabantu abalungile ngokusekelwe kuzintshisekelo zabo, imikhuba, kanye nedatha yezibalo zabantu.

Ukuqondisa kabusha izikhangiso kuyinketho enhle uma ungazi ukuthi yiziphi izethameli oziqondise. Ukumaketha kabusha kukuvumela ukuthi ufinyelele izivakashi ezikhona ngenkathi ukuqondisa kabusha kukuvumela ukuthi ukhombe ezintsha. Okufanayo kuyasebenza ekuboniseni izikhangiso kwamanye amawebhusayithi. Ungakwazi ngisho nokukhomba amakhasi amaningi omkhankaso wakho wesikhangiso. Ngalezi zindlela, ungafinyelela izethameli eziningi. Uma ufuna ukufinyelela izethameli eziningi, ungakhomba amakhasi amaningi esihlokweni esithile.

Ngenkathi ukukhomba igama elingukhiye bekuwumgogodla wokusesha okukhokhelwayo kusukela ekuqaleni kwakho, ukukhomba izethameli kuyithuluzi elibalulekile ekukhangiseni ku-inthanethi. Ikuvumela ukuthi ukhethe ukuthi ubani obona izikhangiso zakho futhi iqinisekise ukuthi ibhajethi yakho yokukhangisa iya kubantu okungenzeka kakhulu babathenge.. Ngale ndlela, uzoqiniseka ukuthi uthola imbuyiselo kubhajethi yakho yesikhangiso. Kubalulekile ukuthi uhlale ubuyela esu lakho lapho unquma ngokuqondisa izethameli.

Ukubhida

Ungakhetha phakathi kwezindlela ezimbili ezihlukene zokubhida ku-Adwords. Okuvame kakhulu I-Cost Per Click (CPC). Lolu hlobo lokubhida ludinga abakhangisi ukuthi banqume ukuthi bazimisele ukukhokha malini ngokuchofoza ngakunye. Le ndlela ibhekwa njengejwayelekile, kodwa akuyona ukuphela kwendlela yokufaka isicelo. Kukhona ezinye izindlela eziningana, kanjalo. Nazi ezinye zazo:

Amagama angukhiye womkhiqizo akuwona amagama angukhiye ncamashi e-AdWords (I-PPC). Lawa amagama emikhiqizo nezincazelo abantu abazibhala kubha yokusesha. Uzodinga futhi ukubuyekeza amagama omkhiqizo uma imibuzo enenzuzo iqala ukuvela kumkhankaso wakho we-PPC. Nawa amanye amathiphu okuthuthukisa ukukhetha kwakho igama elingukhiye. Ezikhangisweni ze-PPC, bonisa izilinganiso zomdayisi. Ukuze kwandiswe ukuguqulwa, uzodinga ukulungisa amagama akho angukhiye namabhidi.

Amasu amabhidi azenzakalelayo angakusiza ukuthi ukhiphe ukuqagela ezikhangisweni ezikhokhelwayo, kodwa ukulungisa ngokwenza amabhidi akho kungakunikeza imiphumela engcono. Ngenkathi ibhidi yakho inquma ukuthi uzokhokha malini ngegama elingukhiye elithile, ayicacisi ukuthi ubeka kuphi emiphumeleni yosesho lwe-Google. Empeleni, I-Google ngeke ifune ukuthi uthole indawo ephezulu yegama lakho elingukhiye uma usebenzisa imali engaphezu kwesidingo. Ngale ndlela, uzothola umbono onembe kakhudlwana we-ROI yakho.

Ungasebenzisa futhi izilungisi zebhidi ukuze uqondise izindawo ezithile zejografi, izinto zikagesi, kanye nezikhathi ezimisiwe. Ngokusebenzisa izilungisi zamabhidi, ungaqinisekisa ukuthi izikhangiso zakho zivela kumawebhusayithi ahlobene kuphela. Kubalulekile futhi ukuqapha izikhangiso namabhidi akho ukuze uqiniseke ukuthi uthola i-ROI ehamba phambili. Futhi ungakhohlwa ukuqapha ukusebenza kwezikhangiso zakho namabhidi – zibalulekile empumelelweni yomkhankaso wakho wokukhangisa okhokhelwayo.

Imikhankaso ehlakaniphile ihlukanisa ukubhida kwayo kube okuningi “amaqembu esikhangiso.” Babeka imishwana ehlobene eyishumi kuya kwamashumi amahlanu eqenjini ngalinye, futhi uhlole ngamunye ngamunye. I-Google isebenzisa ibhidi ephezulu eqenjini ngalinye, ngakho-ke isu ngemuva komkhankaso lihlukaniswe ngobuhlakani imishwana. Ngakho, uma ufuna izikhangiso zakho ziboniswe phambi kwezithameli zakho ozihlosile, kufanele wenze izinqumo ezihlakaniphile mayelana nokubhida ku-Adwords. Ngale ndlela, izikhangiso zakho zingafinyelela izethameli ozihlosile futhi zandise ukuthengisa.

Ukulandelela ukuguqulwa

Ukuze ukhuphule imbuyiselo yakho ekusetshenzisweni kwezikhangiso, kufanele usethe ukulandelwa kokuguqulwa kwe-Adwords. Ungakwenza lokhu ngokufaka amanani ahlukene ezinhlobo ezahlukene zokuguqulwa. Ungase futhi ukhethe ukulandelela i-ROI ngokufaka amanani ahlukene ngamaphoyinti entengo ahlukene. Ungakhetha ukufaka phakathi ukuguqulwa phakathi nenani elithile lesikhathi, Ngokwesibonelo, ngaso sonke isikhathi lapho othile elayisha kabusha isikhangiso sakho. Ngale ndlela, ungakwazi ukulandelela ukuthi bangaki abantu ababuke isikhangiso sakho, kodwa hhayi ngempela ukuthenga okuthile.

Uma ususebenzise ukulandelela ukuguqulwa kwe-Adwords, ungakhipha le datha ku-Google Analytics ukuze ubone ukuthi yiziphi izikhangiso eziholele ekuguquleni okuningi. Ungakwazi ngisho nokungenisa lezi zinguquko ku-Google Analytics. Kodwa qiniseka ukuthi awulandeleli kabili futhi ungenise idatha kusuka emthonjeni owodwa kuya komunye. Kungenjalo, ungagcina usunamakhophi amabili edatha efanayo. Lokhu kungabangela izinkinga. Lena inkinga evamile futhi ingagwenywa ngokusebenzisa ithuluzi elilodwa lokulandelela ukuguqulwa kwe-AdWords.

Nakuba usengasebenzisa ukulandelela ukuguqulwa kwe-Adwords ukuze wenze ibhizinisi lakho lisebenze kahle, kungase kudle isikhathi futhi kukhungathekise ukuthola ukuthi yini esebenzayo nengasebenzi. Okubalulekile wukuthola ukuthi yiluphi uhlobo lokuguqulwa olubaluleke kakhulu ebhizinisini lakho bese ulandelela. Uma usunqume ukuthi yiluphi uhlobo lokuguqulwa ozolulandela, uzokwazi ukunquma ukuthi ingakanani imali oyenzayo ngokuchofoza ngakunye noma ngokuguqulwa.

Ukuze uqalise ngokulandelela ukuguqulwa kwe-Adwords, uzodinga ukuxhuma i-Google Analytics kuwebhusayithi yakho. Uzodinga ukukhetha isigaba esihambisanayo kanye nokuguqulwa kwamagama ku-Google Analytics. Ukulandelela ukuguqulwa kuwusizo kakhulu ekulandeleleni ukusebenza kahle kwezikhangiso kanye nezenzo zamakhasimende. Ngisho nokwenyuka okuncane kwezinga lokuguqulwa kungakusiza ukhulise ibhizinisi lakho. Njengoba konke ukuchofoza kubiza imali, uzofuna ukwazi ukuthi yini esebenzayo nokuthi yini engasebenzi.

Umsizi Womaka we-Google angakusiza ukuthi usethe ukulandelela ukuguqulwa kwewebhusayithi yakho. Ungasebenzisa futhi Isiphathi Somaka se-Google ukuze usisebenzise. Ukusebenzisa i-Google Tag Assistant, ungabheka isimo samathegi okulandelela ukuguqulwa. Uma umaka usuqinisekisiwe, ungasebenzisa i-plugin ye-Google Tag Assistant ukuze ubone ukuthi ingabe ikhodi yakho yokulandelela ukuguqulwa iyasebenza. Futhi khumbula ukusebenzisa enye indlela yokulandelela ukuguqulwa esebenza kahle kuwebhusayithi yakho. Lawa mathiphu angakusiza ukuthi uthole okuningi emikhankasweni yakho ye-Adwords.

Uma umusha ku-Adwords, ungabambeki kakhulu emininingwaneni eyinkimbinkimbi. Kugcine kulula ngokwenza ubuncane obuvunyelwe yinkundla. Ngaphezu kwalokho, khumbula ukuthi i-AdWords idinga isikhathi nesineke. Uma ungaqiniseki ukuthi ungaqala kuphi, nanka amanye amathiphu ukuze uqalise:

Ucwaningo lwamagama angukhiye

Ngenkathi ucwaningo lwamagama angukhiye lwe-Adwords ludla isikhathi, kuyisinyathelo sokuqala esidingekayo esiya emkhankasweni oyimpumelelo. Ukucwaninga kwamagama angukhiye okungekuhle kungakubiza izinkulungwane zamadola ekuthengisweni okugejiwe. Ngenhlanhla, kunezindlela ezimbalwa ezilula zokuthuthukisa ucwaningo lwakho lwamagama angukhiye. Nawa amanye amathiphu ukuze uqale:

Sebenzisa Isihleli Segama elingukhiye. Leli thuluzi lizokutshela ukuthi ingakanani ithrafikhi igama elingukhiye elitholwa njalo ngenyanga. Uma traffic spikes ehlobo, uzofuna ukukhomba lawa magama angukhiye. Futhi, sebenzisa i-Keyword Planner ukuze uthole amagama angukhiye ahlobene asekelwe emigoqweni yakho. Ungakwazi ngisho nokuphequlula amakhulukhulu amagama angukhiye usebenzisa leli thuluzi. Uma unciphise uhlu lwakho, khetha ezifanele kakhulu. Qiniseka ukuthi uhlola ukuncintisana kwegama lakho elingukhiye, njengoba kungaba nomthelela empumelelweni yomkhankaso wakho.

Ungasebenzisi amagama angukhiye afanayo njalo ngenyanga. Uzolahlekelwa yimali uma ukhetha amagama angukhiye ancintisana kakhulu. Amagama angukhiye omsila omude alungele okuthunyelwe kwebhulogi, kodwa kumele baqhubeke nokukhula ngokuduma inyanga nenyanga. Sizofaka amagama angukhiye omsila omude kokuthunyelwe okuzayo. Enye indlela yokuhlola ukuthandwa kwegama elingukhiye ukusebenzisa i-Google Trends. Uma ingekho idatha ekudumeni kwegama elingukhiye elithile, awukwazi ukuyisebenzisa ku-Adwords.

Ucwaningo lwamagama angukhiye luyingxenye ebalulekile yokumaketha kokusesha okuphilayo. Kuyisinyathelo esibalulekile esu lakho, njengoba inikeza ukuqonda kokuncamelayo kwezithameli zakho. Ungasebenzisa ulwazi oluthola kulolu cwaningo ukuze wenze ngcono okuqukethwe kwakho kanye namasu we-SEO. Umphumela uzoba inani eliphezulu lethrafikhi yezinto eziphilayo kanye nokuqwashisa ngomkhiqizo. Imikhankaso ye-SEO ephumelela kakhulu iqala ngocwaningo lwamagama angukhiye nokudala okuqukethwe. Uma okuqukethwe kwakho newebhusayithi sekushicilelwe, imizamo yakho ye-SEO izolungiselelwa amagama angukhiye owakhombile.

Imodeli yokubhida

Kunezinhlobo ezimbili zamasu ebhidi ku-Adwords: mathupha futhi ithuthukisiwe. I-Manual CPC ihlose ukushayela ithrafikhi yekhwalithi nokuqinisekisa izinga lokuchofoza eliphezulu. I-CPC ethuthukisiwe igxile ekwandiseni izilinganiso zokuchofoza ngenkathi ivikela ekuchithweni okumoshiwe. Womabili amasu e-CPC okwenziwa ngesandla nathuthukisiwe adla isikhathi. Ngenkathi i-CPC eyenziwa ngesandla ikhiqiza inani eliphakeme kakhulu lokuchofoza, I-CPC ethuthukisiwe ingcono kakhulu yokukhulisa ukuqwashisa ngomkhiqizo nokuqoqa idatha yokuguqulwa okuzayo.

Izindleko ngokuchofoza ngakunye (CPC) iyindlela evame kakhulu yokubhida ye-Adwords. Ngokuvamile isetshenziselwa imikhankaso eqondise izethameli ezincane futhi engadingi umthamo omkhulu wethrafikhi. Indlela yokubhida ye-cost-per-mille iwusizo kuzo zombili izinhlobo zemikhankaso ngoba inikeza imininingwane enanini lokuvelayo. Le datha ibalulekile emikhankasweni yokumaketha yesikhathi eside. Uma isabelomali sakho siqinile, cabanga isu lokubhida le-CPC lenziwa mathupha.

Imodeli yokubhida ye-Adwords iwuhlelo oluyinkimbinkimbi olusebenzisa izindlela eziningi zokuthuthukisa imikhankaso yezikhangiso. Kuye ngezinjongo zomkhankaso wakho, ungasetha ibhidi enkulu yegama elingukhiye noma ulungise ibhidi ngokwakho ngokusekelwe enanini lokuguqulwa nokuthengiswayo. Okwabasebenzisi abathuthukile, ukubhida okuguquguqukayo kungasetshenziswa ukulandelela ukuguqulwa nokulungisa ibhidi ngokufanele. Umkhankaso oyimpumelelo uzokhuphula ibhidi lapho inhloso yomkhankaso ifinyelelwa.

Ukubhida mathupha kungasetshenziswa ukulungisa ukukhonjwa kwezikhangiso. Ukubhida mathupha kungasetshenziselwa amaqembu ezikhangiso namagama angukhiye angawodwana. Ukubhida kwe-CPC okwenziwa mathupha kuyifanele kakhulu imikhankaso yokuqala nokuqoqwa kwedatha. Ngokusebenzisa lelisu, ukhokha kuphela uma isikhangiso sichofozwa. Ukubhida kwe-CPC okwenziwa mathupha kukuvumela ukuthi ulungise amabhidi akho ngawodwana ukuze uzuze imiphumela emihle. Ungaphinda ukhethe ukusetha i-CPC ephezulu ukuze ukhulise ukulawula umkhankaso wakho.

Izinga lokuchofoza

Ucwaningo olukhishwe yi-WordStream ngezinga elimaphakathi lokuchofoza (I-CTR) emikhankasweni ye-AdWords ithole ukuthi isukela ku 0.35% ku 1.91%. Ucwaningo luphinde lwahlonza izici ezikhulisa noma ezinciphisa i-CTR, okuhlanganisa nenani lokuchofoza ngesikhangiso ngasinye, izindleko ngokuchofoza ngakunye (CPC), kanye nezindleko ngesenzo ngasinye (CPA).

Ngenkathi i-CTR ephezulu isho okuvelayo okuphezulu, lokhu akusho ukuthi umkhankaso wesikhangiso usebenza kahle. Ukusebenzisa amagama angukhiye angalungile kungadla imali futhi kungaguquki. Izikhangiso kufanele zihlolwe kuzo zonke izici zokudalwa kwazo ukuze kuqinisekiswe ukuthi zihambisana nezithameli ezihlosiwe ngangokunokwenzeka. Ngaphandle kocwaningo lwamagama angukhiye, okuqukethwe kwesikhangiso kufanele futhi kuthuthukiswe ukuze kuthuthukiswe i-CTR. Nawa amanye amathiphu okuthuthukisa i-CTR yakho:

Okokuqala, nquma ukuthi yiluphi uhlobo lwewebhusayithi oyisebenzisayo. Ngokwesibonelo, Amawebhusayithi e-eCommerce azoba ne-CTR ephansi kunezindawo zokukhiqiza ezihamba phambili. Okwamawebhusayithi eCommerce, imikhankaso yendawo ingakhuphula i-CTR, njengoba abathengi bethemba amabhizinisi endawo. Nakuba izikhangiso zombhalo nezithombe zingezona ezithonya kakhulu kumawebhusayithi akhiqiza abaphambili, izikhangiso ezinolwazi neziphoqayo zingasiza ekuqhubekiseni ilukuluku lombukeli. Lokhu kuzoholela ekugcineni ekuchofozeni. Nokho, i-CTR incike ezintweni ezimbalwa, kufaka phakathi uhlobo lokunikezwayo kanye nenethiwekhi.

Ukwandisa i-CTR kuyisici esibalulekile sokukhangisa okuphumelelayo kokukhokha ngokuchofoza. I-CTR ephezulu ithinta ngqo izindleko ngokuchofoza ngakunye, okunquma isikolo sekhwalithi. Izinga lokuchofoza libalwa ngokuhlukanisa inombolo yemibono ngenombolo yokuchofoza. Uma i-CTR yakho ingaphezu kwamaphesenti amahlanu, kusho ukuthi ingxenye enkulu yabantu ababona izikhangiso zakho bazozichofoza. Inqobo nje uma kunje, kufanelekile ukuthuthukisa izikhangiso zakho zokuchofoza ngakunye ukuze uthole i-CTR ephezulu.

Amagama angukhiye angalungile

Ku-Adwords, amagama angukhiye aphikisayo amagama noma imisho evimbela izikhangiso zakho ukuthi zingaveli uma umsebenzisi ezicinga. Udala amagama angukhiye angalungile ngokungeza uphawu lokususa ngaphambi kwegama elingukhiye noma ibinzana. Ungasebenzisa noma yiliphi igama noma ibinzana njengegama elingukhiye eliphikisayo, njengokuthi 'i-ninja air fryer'. Igama elingukhiye elingalungile lingaba banzi noma licacise ngendlela ofisa ngayo. Nazi ezinye izindlela zokusebenzisa amagama angukhiye angalungile emikhankasweni yakho ye-Adwords.

Uhlobo oluzenzakalelayo lokufanisa igama elingukhiye elingalungile liwukufaniswa okunegethivu okubanzi. Lokhu kusho ukuthi amagama angukhiye wokufanisa okunegethivu ngeke abonakale emibuzweni equkethe wonke amagama angemahle. Uma unamagama ambalwa kuphela angalungile embuzweni wakho, izikhangiso zakho ngeke zivele. Lokhu kusho ukuthi uzokwazi ukudala imikhankaso ngokushesha ngokukhetha amagama angukhiye wokufanisa abanzi. Kodwa kufanele uqaphele lapho ukhetha amagama angukhiye wokufanisa abanzi. Awufuni ukubambeka ngomkhankaso ongenakho ukuthengisa.

Ungasebenzisa amagama angukhiye aphikisayo ezingeni leqembu lesikhangiso ukuze uvikele izikhangiso zakho emigomeni ejwayelekile. Ngale ndlela, uzokwazi ukuvimba noma yikuphi ukusesha okungasebenzi eqenjini lakho lesikhangiso. Leli su liwusizo ikakhulukazi uma ufuna ukukhawulela amaqembu athile ezikhangiso. Igama elingukhiye eliphikisayo lizoba igama elingukhiye elingalungile elizenzakalelayo lamaqembu ezikhangiso azayo. Vele uqiniseke ukuthi uhlola iwebhusayithi ye-Google namaqembu esikhangiso ukuze uthole noma yikuphi ukungaqondakali.

Uhambo lwakho lokusebenzisa amagama angukhiye angalungile luqala ngokuthola amagama angukhiye angabalulekile ebhizinisini lakho. Uma usuwahlonze lawa magama angukhiye, kufanele usebenzise ithebhu yamagama okusesha ukuze uthole imibuzo yosesho ejulile yalawo magama angukhiye. Buyekeza lo mbiko njalo ukuze uqinisekise ukuthi izikhangiso zakho azichithi isikhathi sakho esibalulekile nemali yakho ngamagama angukhiye angabalulekile. Khumbula, awusoze wathengisa uma ungaqondile abantu abalungile! Uma ungasebenzisi amagama angukhiye angalungile ku-Adwords, uzogcina unomkhankaso wesikhangiso esidala.

Iqondise izethameli zakho

Uma ucabanga ngokusebenzisa imikhankaso yokumaketha kabusha kumkhankaso wakho we-AdWords, uzofuna ukukhomba amaqembu athile abantu. Lawa maqembu asevele aphequlula iwebhu, kodwa ungakwazi ukwengeza noma ukukhipha lawo maqembu. Uma uqondise i-demographics ethize, uzofuna ukuwakhetha ngaphambi kokuthi uqale ukwakha umkhankaso wakho. Ukusebenzisa Isiphathi Sezethameli se-Google kuzokusiza ukuthi unqume ukuthi yimaphi amaqembu okufanele uwaqondise nokuthi lungakanani ulwazi abanalo ngawe.

Ukuze uthole izethameli ezifanele, kufanele uqale unqume indawo okuhloswe ngayo iwebhusayithi yakho nolimi. Uma izethameli zakho eziqondisiwe zitholakala e-United States, bese ukuzikhomba ngolimi lwase-US kuzobe kungasebenzi. Ngamanye amazwi, uma iwebhusayithi yakho inamakhasimende endawo kuphela, kufanele ubhekise kubantu abasendaweni yangakini. Ngokwesibonelo, uma ungumuntu osebenza ngamapayipi wendawo, akufanele ubhekise abantu abahlala e-USA.

Uma uqondise izethameli zakho nge-Adwords, ungasebenzisa izethameli ezifanayo noma ukumaketha kabusha ukuze ufinyelele abantu abanezintshisekelo ezifanayo nokuziphatha. Ngaphezu kwalokho, ungakha izethameli ngokwezifiso ngokungeza amagama angukhiye afanelekile, Ama-URL, nezinhlelo zokusebenza ohlwini lwakho lwezethameli. Lena indlela enhle yokukhomba amasegimenti ezithameli ezithile. Lokhu kukuvumela ukuthi ufinyelele abantu asebethathe isinyathelo esithile kuwebhusayithi yakho. Ekugcineni, ukhiye ekuqondiseni kahle izithameli ukuqonda ukuthi yini eyenza umuntu othile achofoze esikhangisweni sakho.

Isinyathelo sokuqala sokuthuthukisa umkhankaso we-Adwords oyimpumelelo ukukhomba izethameli zakho. I-Adwords’ izici eziqondiswe kuzithameli zingakusiza ukuthi uqondise abantu ababonise intshisekelo kumikhiqizo noma amasevisi akho. Lokhu kuzothuthukisa ukusebenza komkhankaso wakho, kuyilapho wehlisa imali echithwa yisikhangiso sakho kumabhola amehlo angathandeki. Futhi ungakhomba abantu abavakashele iwebhusayithi noma uhlelo lwakho lokusebenza. Lokhu kuzokusiza ukuthi uqondise kangcono izethameli zakho futhi uthuthukise isu lakho lokubhida.

Ngaphambi kokuzama ukusebenzisa i-Adwords, udinga ukucwaninga amagama akho angukhiye. Ngaphezu kwalokho, udinga ukwazi ukuthi ungakhetha kanjani uhlobo lomdlalo, okusho ukuthi i-Google ifana eduze kangakanani negama lakho elingukhiye nalokho abantu abakuseshayo. Izinhlobo ezahlukene zokufanisa zihlanganisa okuqondile, umusho, futhi ebanzi. Ufuna ukukhetha uhlobo olunembile kakhulu lokufanisa, futhi okubanzi wuhlobo oluthile lokufanisa okuncane kakhulu. Uma ungaqiniseki ukuthi yiluphi uhlobo ongalukhetha, cabanga ukuskena iwebhusayithi yakho futhi ukhethe inhlanganisela engcono kakhulu ngokusekelwe kokuqukethwe kwayo.

Ucwaningo lwamagama angukhiye

Indlela enhle yokwenza ngokugcwele umkhankaso wakho we-AdWords ukwenza ucwaningo lwamagama angukhiye. Ungasebenzisa ithuluzi lamagama angukhiye lamahhala le-Google, i-Keyword Planner, noma elinye ithuluzi lokucwaninga igama elingukhiye elikhokhelwayo. Kunoma yikuphi, ucwaningo lwakho kufanele lugxile emagameni anethuba eliphakeme kakhulu lokukleliswa kusesho lwe-Google. I-buer persona yiphrofayili yekhasimende elifanelekile. Ichaza izici zabo, imigomo, izinselele, amathonya, kanye nemikhuba yokuthenga. Ukusebenzisa lolu lwazi, ungakhetha amagama angukhiye afaneleka kakhulu omkhankaso wakho we-AdWords. Ungasebenzisa futhi amathuluzi okucwaninga amagama angukhiye afana ne-Alexa ukuze uthole ulwazi ngabancintisana nabo namagama angukhiye akhokhelwayo.

Uma usunohlu lwamagama angukhiye, ungahlunga uhlu lwakho ukuze uthole lezo ezizokhiqiza inzuzo ephezulu kakhulu. Igama elingukhiye lembewu ibinzana elidumile elichaza umkhiqizo noma isevisi. Ngokwesibonelo, “ushokoledi” kungase kube igama elingukhiye lembewu enhle. Bese, usebenzisa ithuluzi lokukhetha igama elingukhiye njenge-Google Keyword Tool, nwebisa ukusesha kwakho kwamanye amatemu ahlobene. Ungasebenzisa inhlanganisela yamagama ahlobene ukuze uqhubeke ucwenge icebo lakho.

Kubalulekile ukwenza ucwaningo lwamagama angukhiye ezigabeni zokuqala zomkhankaso wakho. Ukwenza kanjalo kuzoqinisekisa ukuthi isabelomali sakho sifanelekile futhi umkhankaso wakho unethuba elingcono kakhulu lokuphumelela. Ngaphandle kokunquma inani lokuchofoza okudingekayo ukuze kukhiqizwe inani elithile lemali engenayo, ucwaningo lwamagama angukhiye luphinde luqinisekise ukuthi uqondise amagama angukhiye alungile omkhankaso wakho. Khumbula, izindleko ezimaphakathi ngokuchofoza ngakunye zingahluka kakhulu kusuka kwegama elingukhiye kuye kwegama elingukhiye kanye nezimboni kuya embonini.

Uma usuwahlonze amagama angukhiye alungile, usukulungele ukuthola ukuthi izimbangi zenzani kumawebhusayithi abo. I-SEO ihlanganisa izici ezihlukene zokumaketha kwedijithali, njengokushiwo ezinkundleni zokuxhumana kanye nethrafikhi yamagama angukhiye athile. I-SOV yomkhiqizo kanye nokuma okuphelele emakethe kuzokusiza ukuthi unqume ukuthi unganweba kanjani futhi ubahehe abasebenzisi bakho. Ngaphezu kokucwaninga amagama angukhiye, ungakwazi futhi ukuqhathanisa izimbangi’ amasayithi ocwaningo lwamagama angukhiye wezinto eziphilayo.

Ukubhida

Ukubhida ku-Google Adwords kuyinqubo yokukhokhela i-Google ithrafikhi efinyelela kuwebhusayithi yakho. Ungakhetha phakathi kwezindlela ezihlukene zokubhida. Ukubhida kwezindleko ngokuchofoza ngakunye yikhona okudume kakhulu. Ngale ndlela, ukhokha kuphela uma othile echofoza esikhangisweni sakho. Nokho, Ukubhida kwe-CPC nakho kuyinketho. Ngokubhida ngale ndlela, ukhokha kuphela uma othile echofoza esikhangisweni sakho.

Nakuba kungenzeka ukuthenga isikhangiso futhi ubone ukuthi senza kanjani, kusabalulekile ukuyigada. Uma ufuna ukubona inani eliphakeme kakhulu lokuguqulwa futhi ukuguqulele ekuthengisweni, udinga ukwenza isiqiniseko sokuthi izikhangiso zakho ziqondiswe kubantu abathanda lokho okunikezayo. Umncintiswano ushubile futhi ungasebenzisa lolu lwazi ukwenza umkhankaso osebenza ngempumelelo. Ungahlala ufunda kubo njengoba ulungiselela umkhankaso wakho ukuze uthole i-ROI ephezulu kakhulu.

Isikolo sekhwalithi enye imethrikhi okufanele icatshangelwe. Umphumela wekhwalithi isilinganiso sokuthi isikhangiso sakho sifaneleka kangakanani emibuzweni yosesho. Ukuba nekhwalithi ephezulu kuzosiza izinga lesikhangiso sakho, ngakho ungesabi ukuyithuthukisa! Ngokwandisa ibhidi yakho, ungathuthukisa isikolo sakho sekhwalithi yesikhangiso. Kufanele uhlose ukuthola okungenani isikolo sekhwalithi 6.

Kubalulekile ukukhumbula ukuthi inkundla ye-Google ye-Adwords ingaba nzima ngezinye izikhathi. Ukukusiza uqonde yonke inqubo, yihlukanise ibe izingxenye ezincane. Iqembu ngalinye lesikhangiso lingelomkhankaso, okuyilapho ungaphatha khona ibhajethi yakho yansuku zonke kanye nesabelomali esiphelele. Imikhankaso iwumgogodla womkhankaso wakho futhi kufanele kube into oyigxilisa kakhulu kuyo. Kodwa ungakhohlwa ukuthi umkhankaso wakho ungaqukatha amaqembu ezikhangiso amaningi.

Isikolo sekhwalithi

I-Adwords’ Umphumela Wekhwalithi isilinganiso sokuthi izikhangiso zakho zifana kangakanani nokuqukethwe kwesayithi lakho. Kukuvimbela ekuboniseni izikhangiso ezingabalulekile. Le metric ingaba nzima ukuyiqonda futhi uthuthuke uwedwa. Ingafinyelelwa kuphela Ngombiko Wokusebenza Wamagama Angukhiye we-Adwords. Awukwazi ukuyisebenzisa kwezinye izinhlelo ezinikeza izikhangiso ezifana ne-DashThis. Uhlu olungezansi yizinqubo ezihamba phambili zokuthuthukisa Isikolo sakho Sekhwalithi.

I-CTR iyinkimbinkimbi kakhulu kunalokho engase ibonakale. Icabangela idatha yomlando kanye nokuncintisana kwamanje kwegama elingukhiye. Ngisho noma igama elingukhiye line-CTR ephansi, isengathola amaphuzu ekhwalithi ephezulu. I-Google izokwazisa kusengaphambili ukuthi yimalini ongalindela ukuyithola lapho isikhangiso sakho siba bukhoma. Lungisa umbhalo wesikhangiso sakho ngokufanele. Ungathuthukisa Isikolo sakho Sekhwalithi ngokuthuthukisa lezi zingxenye ezintathu.

Izinga lokuchofoza kungenye into ebalulekile. Uma isikhangiso sakho sithola ukuchofoza okuhlanu, izoba nekhwalithi yamaphuzu 0.5%. Ukuthola okuvelayo okuningi emiphumeleni yosesho akusizi uma kungekho muntu ochofoza kukho. Le nkomba isetshenziselwa ukunquma ukuhambisana kwezikhangiso zakho. Uma izikhangiso zakho zingakutholi ukuchofoza okwanele, I-Quality Score yakho ingase ibe ngaphansi kunomncintiswano. Nokho, akusho ukuthi kufanele uyeke ukudlala izikhangiso uma i-Quality Score yakho iphansi.

Ngaphezu kwezinga eliphezulu lokuchofoza, izikhangiso zakho kufanele zihambisane namagama angukhiye aqondiwe. Umphathi omuhle wesikhangiso uyazi ukuthi ujula kangakanani namaqembu wamagama angukhiye. Kunezici eziningi ezakha isikolo sekhwalithi, futhi ukusebenzela ukuzithuthukisa kungaba yinzuzo ngokuhamba kwesikhathi. Ekugcineni, kungathuthukisa ukuma kwakho, kanye nezindleko zakho ngokuchofoza ngakunye. Nokho, lokhu akukwazi ukufezwa ngobusuku obubodwa, kodwa ngomsebenzi othile, kungenza umehluko omkhulu ngokuhamba kwesikhathi.

Izindleko ngokuchofoza ngakunye

Ungase uzibuze ukuthi ungayibala kanjani i-ROI yakho nge-Cost ngokuchofoza ngakunye kwe-Adwords. Ukusebenzisa amabhentshimakhi ezimboni ezahlukene kungakusiza ukuthi usethe isabelomali sakho sokumaketha futhi uzibekele imigomo. Nawa amanye amabhentshimakhi embonini yezindlu ezithengiswayo. Ngokuvumelana namabhentshimakhi womkhakha we-AdWords, I-CPC yale mboni 1.91% kunethiwekhi yokusesha kanye 0.24% kunethiwekhi yesibonisi. Uma uhlela ukusebenzisa i-Google AdWords kuwebhusayithi yakho noma ibhizinisi, gcina lezi zilinganiso engqondweni.

Izintengo ze-CPC zivame ukubizwa ngokuthi zikhokha ngokuchofoza ngakunye (I-PPC) amanani entengo. Izikhangiso ezivela emiphumeleni ephezulu yenjini yokusesha ye-Google zingabiza kancane 81 amasenti ngokuchofoza ngakunye. Lokhu kungase kube izinga legolide lokukhangisa uma kuziwa emapanini okuthosa. Okuphezulu kwe-PPC yakho, lapho inzuzo yakho ekutshalweni izoba phezulu. Nokho, isabelomali sakho se-PPC sizohluka kuye ngokuthi uhambe ngosuku, ukuncintisana kwamagama angukhiye, kanye nekhwalithi yesikolo.

Izindleko ezimaphakathi ngokuchofoza ngakunye kwe-Adwords ziyahlukahluka ngomkhakha, uhlobo lwebhizinisi, kanye nomkhiqizo. Izindleko eziphezulu ngokuchofoza ngakunye zikumasevisi omthengi, izinsiza zomthetho, kanye ne-eCommerce. Izindleko eziphansi ngokuchofoza ngakunye kusekuhambeni nasekuphatheni izihambi. Izindleko ngokuchofoza ngakunye kwegama elingukhiye elithile zincike enanini lebhidi, isikolo sekhwalithi, kanye namabhidi okuncintisana. Izindleko ngokuchofoza ngakunye zingase zishintshe kuye ngezimbangi zakho’ amabhidi kanye nezinga lesikhangiso sakho.

Ukunciphisa izindleko ngokuchofoza ngakunye, ungakhetha ukwenza amabhidi akho ngesandla noma ngokuzenzakalelayo. Bese, I-Google izokhetha ibhidi ehambisana kakhulu ngokwebhajethi yakho. Ungakwazi futhi ukusetha ibhajethi yansuku zonke yomkhankaso wakho, bese ushiye konke ku-AdWords. Ungakwazi ukuthuthukisa i-akhawunti yakho ngokudala nokugcina isakhiwo esifanele, kanye nokwenza ukucwaninga kaningi ukuze kutholakale noma yimaphi amaphutha. Ngakho, ubala kanjani i-CPC yakho?

Ukulandelela ukuguqulwa

Ukuba nephikseli yokulandelela ukuguqulwa kwe-Adwords yingxenye ebalulekile yesu lakho lokumaketha ku-inthanethi. Le khodi ikuvumela ukuthi ubone ukuthi zingaki izivakashi eziguqula ngempela kuwebhusayithi yakho. Ungabese usebenzisa le datha ukuze ulungise izikhangiso zesikhathi esizayo futhi uthuthukise ukusebenza kwesayithi lakho lonke. Ukusetha ukulandelela ukuguqulwa kuwebhusayithi yakho, vele udale iphikseli yokulandelela ukuguqulwa kuwebhusayithi futhi ukuyisebenzisele ukulandelela izivakashi’ umsebenzi. Ungabuka idatha kumaleveli amaningana, okuhlanganisa nomkhankaso, Iqembu lesikhangiso, Isikhangiso, kanye negama elingukhiye. Ungakwazi ngisho nokubhida ngamagama angukhiye ngokusekelwe ekusebenzeni kwawo ekuguquleni.

Ukusetha ukulandelela ukuguqulwa kwe-AdWords kulula: umane ufake i-ID yokuguqulwa, Ilebula yokuguqulwa, kanye Nenani Lokuguqulwa. Ungakhetha futhi i- “Umlilo Uvuliwe” idethi yokuthi ikhodi yokulandela iqhume. Ungakhetha idethi ekhasini elithile, njenge “Ngiyabonga” ikhasi, ukuqinisekisa ukuthi ikhodi ivutha ngosuku olufunayo. Idethi ethi Fire On kufanele ibe izinsuku ezimbalwa ngaphambi kwedethi ofisa ukuthwebula ngayo idatha yokuguqulwa.

Ukusebenzisa i-AdWords ngaphandle kokulandelela ukuguqulwa kufana nokukhipha imali emseleni. Kuwukumosha isikhathi nemali ukuqhubeka nokudlala izikhangiso ngesikhathi ulinde inkampani yangaphandle ukuthi isebenzise ikhodi yokulandelela. Idatha yangempela izoqala ukubonakala kuphela uma usunayo ikhodi yokulandelela endaweni. Ngakho-ke yimaphi amaphutha ajwayelekile okulandelela ukuguqulwa? Nazi ezinye izimbangela ezivamile:

Ukusebenzisa ukulandelela ukuguqulwa kwe-AdWords kuyindlela enhle yokubona ukuthi zingaki izivakashi eziguqulayo kusayithi lakho. Ukulandelela ukuguqulwa kwe-AdWords kuyingxenye ebaluleke kakhulu yokumaketha okuku-inthanethi kwamabhizinisi amancane, njengoba ukhokhela konke ukuchofoza. Ukwazi ukuthi zingaki izivakashi eziguqulela ekuthengisweni kuzokusiza ukuthi unqume ukuthi imali oyisebenzisayo ekukhangiseni yenza imali noma cha. Ulazi kangcono izinga lakho lokuguqulwa, izinqumo ezingcono ongazithatha. Ngakho, qala ukusebenzisa ukulandelela ukuguqulwa kwe-AdWords namuhla.

Uma ucabanga ukukhangisa kunkundla yokukhangisa ye-Google, khona-ke udinga ukwazi ukuthi ungawumisa kanjani umkhankaso, khetha amagama angukhiye, futhi udale izikhangiso. Isihloko esilandelayo sinikeza amacebiso awusizo nolwazi oluzokusiza ukuthi uqalise. Ungakwazi futhi ukufunda okwengeziwe mayelana nokubika kwe-Google AdWords nezici zokuthuthukisa. Nawa amanye amathiphu abaluleke kakhulu okufanele uwakhumbule lapho wenza umkhankaso ku-Google. Qhubeka ufunda! Ngemva kokufunda lesi sihloko, kufanele ukwazi ukudala izikhangiso ezisebenzayo ze-AdWords.

Ukukhangisa kunkundla yokukhangisa ye-Google

Okwamanje, iwebhusayithi edume kakhulu emhlabeni, Google, inezigidigidi zabasebenzisi. I-Google yenza imali ngalesi sisekelo sabasebenzisi ngezindlela ezimbili ezinkulu: ngokwakha amaphrofayili abasebenzisi babo nokwabelana ngale datha nabakhangisi. I-Google ibe isicela abakhangisi ukuthi babhide ezikhangisweni ngazinye ezibekwe izinkampani zangaphandle. Le nqubo, okubizwa ngebhidi yesikhathi sangempela, iyindlela ephumelela kakhulu yokufinyelela izethameli ezibanzi zabathengi abangahle. Amakhulu ezinkampani ahlinzeka i-Google ngedatha edingekayo kanye nolwazi lokubekwa kwezikhangiso.

Isetha umkhankaso

Kunezinketho eziningi ezahlukene ezitholakalayo zokusetha umkhankaso ku-Google Adwords. Uma usuwakhethile amagama akho angukhiye, ungasetha isabelomali futhi uqondise indawo yendawo. Ungabe usukhetha ukuthi yiluphi uhlobo lwemiphumela ofuna iboniswe emkhankasweni, njengokuchofoza noma ukuguqulwa. Ungaphinda ucacise inani lezinsuku ngenyanga. Lokhu kuzovumela izikhangiso zakho ukuthi zivele kuphela emakhasini ewebhu abantu bakuleyo ndawo.

Ungakhetha ukukhomba isikhangiso sakho ekhelini elithile noma endaweni enkulu, njengekhodi ye-zip. Ungaphinda ukhethe ukukhomba abantu ngokuya ngeminyaka, ubulili, kanye nezinga lemali engenayo. Kuye ngohlobo lwesikhangiso ofuna ukusiveza, ungakhomba abantu ngokusekelwe kulokho abakuthandayo. Uma ungazi ukuthi izithameli zakho ezihlosiwe ziyini, ungakhetha izigaba ezibanzi njenge “zonke izakhamizi zase-US,” noma “cishe zonke izakhamizi zase-United States” okwezikhangiso.

Uma usetha umkhankaso, kufanele ukhethe umgomo. Lokhu kungasho izinto ezihlukene zamabhizinisi ahlukene. Umgomo ochazwe kahle uzokwenza umehluko phakathi kokukhiqizwa komthofu nokwehluleka. Ungase futhi usethe izinhloso ze-SMART ukukusiza ukuthi uthuthukise amasistimu nezindlela zokufeza izinjongo zakho ze-Google Adwords. Isibonelo esihle somgomo wokuguqula inombolo yokuchofoza okutholwa yisikhangiso. Lesi sibalo sizokutshela ukuthi udinga ukusebenzisa malini emkhankasweni wakho.

Uma umusha ku-AdWords, kungcono ukusabalalisa isabelomali sakho sonke ngokulinganayo kuyo yonke imikhankaso yakho. Khetha ibhajethi esekelwe ezinhlosweni zebhizinisi lakho, futhi wehlise isabelomali salezo ezingabalulekile kangako. Ungakhohlwa ukuthi ungakwazi njalo ukushintsha isabelomali sanoma yimuphi umkhankaso. Akukaze kusheshe kakhulu ukulungisa isabelomali ukuze uthole imiphumela engcono kakhulu. Uma usetha umkhankaso wakho ku-Google Adwords, khumbula ukucabangela izinhloso zakho futhi ulandelele imiphumela yakho.

Ukukhetha amagama angukhiye

Ngaphambi kokuthi ukhethe amagama akho angukhiye, udinga ukunaka ukuthi iyini imigomo yakho yomkhankaso wakho wesikhangiso. Uma umgomo wakho uwukuthuthukisa ukuqwashisa ngebhizinisi lakho, ungase ungadingi amagama angukhiye anenhloso ephezulu. Uma uzama ukukhulisa ukuthengisa, ungase ufune ukugxila kumagama angukhiye aqondiswe kakhulu izethameli zakho futhi abe nevolumu yokusesha ephansi. Nakuba umthamo wokusesha kuyisici esibalulekile okufanele sicatshangelwe, kufanele futhi ucabangele ezinye izici, njengezindleko, ukuhambisana nokuncintisana, lapho wenza isinqumo.

Ukufaneleka isilinganiso sekhwalithi esingasetshenziswa ukuhlela uhlu olude lwamagama angukhiye futhi siwabonise ngokulandelana kokuhambisana. Ukusebenzisa ukufinyelela kwegama elingukhiye kubonisa ukuthi bangaki abantu abazosesha leli gama. Ukuduma kuhlobene eduze nevolumu yokusesha yegama elingukhiye. Ukusebenzisa igama elingukhiye elidumile kungakusiza ukuthi ufinyelele abantu abaningi ngokuphindwe kashumi kunabangadumile kangako. Igama elingukhiye elinevolumu yokusesha ephezulu lingaheha abasebenzisi abaningi futhi likhulise ukuguqulwa kwakho.

Ngenkathi ungasebenzisa isihleli segama elingukhiye le-Google ukuthola amagama angukhiye, ayinikezi ikholomu lapho ungakala khona amandla okukhangisa. Ukuhlola ikhwalithi yamathuba wakho wegama elingukhiye, kufanele wenze uhlu lwemibandela ebalulekile ebhizinisini lakho. Nazi 3 indlela eyisisekelo okufanele icatshangelwe lapho ukhetha amagama angukhiye ku-Adwords:

Uma ukhetha amagama angukhiye omkhankaso wakho wesikhangiso, qiniseka ukuthi uyazi izethameli eziqondiwe zebhizinisi lakho. Ngokwesibonelo, isitolo esikhulu sezicathulo singakhetha igama elingukhiye elijwayelekile, ezovela kuhlu lokusesha, njengezicathulo. Esimweni esinjalo, igama elingukhiye lingase lihambisane nenani elincane labantu, kodwa kungase kungabi ukukhetha okungcono kakhulu. Ngaphezu kwalokho, ungazama amaqembu ezikhangiso asuselwa kumikhiqizo noma amasevisi owathengisayo. Ngale ndlela, ungaqinisekisa ukuthi izikhangiso zakho zizovela emiphumeleni yosesho yabantu abafanelekile.

Ukudala izikhangiso

Isinyathelo sokuqala sokuqinisekisa ukuthi isikhangiso sakho sisebenza ngempumelelo ngangokunokwenzeka ukwenza isiqiniseko sokuthi uheha uhlobo olufanele lwamathemba. Nakuba abantu abangafaneleki mancane amathuba okuthi bachofoze esikhangisweni sakho, amathemba afanelekayo. Uma unesikhangiso esihle, uzothola ukuthi izindleko zakho ngokuchofoza ngakunye ziphansi. Isinyathelo esilandelayo ukudala ukuhluka okuningana kwesikhangiso sakho futhi ugade ukusebenza kwaso ngasinye.

Okokuqala nje, kufanele wazi ukuthi yimaphi amagama angukhiye ofuna ukuwakhomba. Kunamathuluzi amaningi wamahhala wegama elingukhiye atholakala ku-inthanethi azokusiza uthole amagama angukhiye alungile omkhankaso wakho wesikhangiso. Indawo enhle ongaqala ngayo ukusebenzisa ithuluzi elibizwa ngokuthi i-Keyword Planner. Kuzokusiza ukuthi uthole igama elingukhiye elizokwenza isikhangiso sakho sihluke kwezinye. Uma usulikhethile igama elingukhiye, sebenzisa ithuluzi lokuhlela amagama angukhiye ukuze uthole ukuthi leli gama linomncintiswano ongakanani.

Ukulandelela ukuguqulwa

Uma uzibuza ukuthi ulandelela kanjani ukuguqulwa okuvela emikhankasweni yakho ye-Google Adwords, lo mhlahlandlela uzokusiza ukuthi uqalise. Ukulandelela ukuguqulwa kulula ukukusebenzisa, kodwa idinga ukuthi ufake mathupha “chofoza” I-HTML imaka kukhodi yakho ye-Google. Ungasebenzisa lo mhlahlandlela ukuze uthole indlela engcono kakhulu yokusebenzisa ukulandelela ukuguqulwa emikhankasweni yakho ye-Adwords. Kunezindlela eziningi zokulandelela ukuguqulwa okuvela emikhankasweni yakho ye-Adwords.

Okokuqala, uzodinga ukuthola ukuthi iyiphi imodeli yesichasiso ofuna ukuyisebenzisela umkhankaso wakho we-AdWords. Ngenkathi i-Google Analytics ilandelela ngokuzenzakalelayo ukuguqulwa kusukela ekuchofozeni kokuqala komsebenzisi, I-AdWords izokweleta ukuchofoza kokugcina kwe-AdWords. Lokhu kusho ukuthi uma othile echofoza esikhangisweni sakho, kodwa bese ushiya isayithi lakho, i-akhawunti yakho ye-Google Analytics izobanika ikhredithi ngalokho kuchofoza kokuqala.

Ikhodi ecushwa ekhasini lokubonga lesitolo sakho sewebhu izothumela idatha ku-Google Ads. Uma ungayisebenzisi le khodi, uzodinga ukuguqula ikhodi yakho yokulandela yesikhulumi se-e-commerce ukuze uthole idatha oyidingayo. Ngoba yonke inkundla ye-e-commerce isebenzisa indlela ehlukile yokulandelela, le nqubo ingaba yinselele, ikakhulukazi uma umusha ezinhlelweni zewebhu noma i-HTML.

Uma wazi ukuthi ukuguqulwa kubukeka kanjani, ungakwazi ukulandelela ukuthi ukuchofoza ngakunye kuwufanele kangakanani. Lokhu kubaluleke kakhulu ekulandeleleni inani lokuguqulwa, njengoba imali etholwa ngokuchofoza ikhombisa imali engenayo yangempela. Kuyasiza futhi ukwazi ukuthi ulihumusha kanjani izinga lokuguqulwa ukuze wandise inzuzo yakho emikhankasweni yakho ye-Adwords. Akukho okungathatha indawo yokulandelela okunembile. Uzomangala ngemiphumela.

Ukuze wenze okuningi ngomkhankaso wakho we-AdWords, kufanele ugxile ekuletheni amakhasimende akhokha kakhulu, ukungena, kanye nabathengi. Ngokwesibonelo, umkhankaso A ungaletha 10 ukuhola nomkhankaso B ungaletha imikhondo emihlanu nekhasimende elilodwa, kodwa inani le-oda elimaphakathi lizoba phezulu kuMkhankaso A. Ngakho, kubalulekile ukusetha ibhidi yakho enkulu futhi uqondise i-CPC ephezulu ukuze uthole i-ROI ehamba phambili. Kufakwe ohlwini ngezansi amanye amathiphu okuthuthukisa umkhankaso wakho we-AdWords ukuze uqinisekise ukuthi uzokhiqiza imiphumela engcono kakhulu yebhizinisi lakho.

Izindleko ngokuchofoza ngakunye

CPC (izindleko ngokuchofoza ngakunye) ku-Google Adwords iyahlukahluka kusuka kwedola elilodwa kuya kwamabili, kodwa kungaba phezulu njengoba $50. Ngenkathi ukuchofoza kungabiza kakhulu, lezi zindleko akudingeki zibe phezulu kangangokuthi abanikazi bamabhizinisi amancane abaningi bangakwazi ukufinyelela kuzo. Ukukusiza ukuthi ugcine izindleko zisezingeni eliphansi, cabangela lawa macebiso. Sebenzisa amagama angukhiye omsila omude anevolumu yokusesha ephansi kanye nenhloso yokusesha ecacile. Amagama angukhiye engeziwe azoheha amabhidi amaningi.

Izindleko zokuchofoza ngakunye ngokuvamile zinqunywa izici ezimbalwa, okuhlanganisa indawo yesikhangiso kanye nenani labaqhudelana nabo. Uma imboni inokuncintisana kakhulu, i-CPC izoba phezulu. Kwezinye izimo, ungakwazi ukwehlisa izindleko ze-CPC ngokubhuka amanani amakhulu ezikhangiso. Okokugcina, khumbula ukuthi i-CPC inqunywa izici ezimbalwa, njengenani lokuncintisana embonini, ukubaluleka kwewebhusayithi, kanye nomthamo wezikhangiso.

Ngaphezu kokwehlisa i-CPC yakho, ungakwazi futhi ukuthuthukisa umuzwa wesikhangiso ngokusebenzisa izandiso nokuthuthukisa ukuguqulwa kwekhasi lokubikezela. U-Marta Turek uchaze amathiphu ambalwa angakusiza wehlise izindleko zakho ngokuchofoza ngakunye. Ungagcina ithani lemali ngenkathi usathola ukuchayeka kanye nemayela lomkhiqizo. Ayikho indlela yomlingo yokwehlisa i-CPC ku-AdWords, kodwa ungathatha lawa macebiso ukuze uthuthukise umkhankaso wakho futhi wehlise izindleko ngokuchofoza ngakunye.

Ngenkathi izindleko nge-mille kuyindlela esebenzayo yokuqwashisa ngomkhiqizo nomkhiqizo, I-CPC ithathwa njengesebenza kangcono ekwenzeni imali. Umehluko phakathi kwe-CPC nezindleko ngokuchofoza ngakunye ungabonakala ezinhlotsheni zamabhizinisi nezinhlobo zemikhiqizo enikezwayo. Nakuba izinkampani zikagesi zingasebenzisa amakhulukhulu amadola ikhasimende ngalinye, imboni yomshwalense ingachitha amadola ambalwa ngokuchofoza ngakunye. Lokhu kokugcina kuyindlela enhle yokuthola izethameli ngaphandle kokuchitha amakhulu amadola ngokuchofoza ngakunye.

Ibhidi ephezulu

Ungashintsha ibhidi yakho ephezulu ku-Google Adwords ukuze uthuthukise izikhangiso zakho. Kunezindlela eziningana zokwenza lokhu, futhi kukhona amasu ongawasebenzisa azokwenza kube lula ukusebenzisa imali yakho ngobuhlakani. Lokhu kufaka phakathi isu eliphezulu lebhidi, I-ROAS eqondiwe, kanye nesu le-Maximus Conversion. Isu le-Maxime Conversions lilula kakhulu futhi livumela i-Google ukuthi isebenzise ibhajethi yakho yansuku zonke ngokugcwele.

Inani olibhidayo lizohluka ngokuya ngezinhloso zakho nesabelomali. Ngamanye amazwi, ungasetha ubuningi be-CPC ngokusekelwe kubhajethi yakho kanye nenombolo oyifunayo yokuguqulwa. Lokhu kulungele kangcono imikhankaso egxile ekuqwashiseni umkhiqizo, okungafezwa ngemikhankaso Yenethiwekhi Yosesho, I-Google Display Network, kanye Nokuthenga Okujwayelekile. Ukubhida mathupha kukuvumela ukuthi wenze ngendlela oyifisayo amabhidi akho, ikuvumela ukuthi usebenzise okuningi kumagama angukhiye athile noma ukubeka.

Ngendlela efanayo, ungase futhi usebenzise isu le-Maximum CPC ukuze ulungiselele umkhankaso wakho wokumaketha kabusha. Leli su lisebenzisa idatha yomlando namasiginali womongo ukuze lilungise ngokuzenzakalelayo i-Max CPC yakho ngokusekelwe kuthrafikhi yewebhusayithi yakho. Nakuba leli su lithanda ukwenza iphutha, iyasebenza ekwandiseni ukubonakala komkhiqizo kanye nokuqwashisa ngomkhiqizo omusha. Kungenjalo, ungasebenzisa amanye amasu asekelwe ekuguquleni azoshayela ithrafikhi efanele. Kodwa lawa maqhinga akuwona awo wonke umuntu.

Ngaphezu kokusetha i-CPC yakho ephezulu, ungase futhi usebenzise isu lokubhida elibizwa ngokuthi Khulisa Ukuchofoza. Kuyindlela elula yokukhulisa i-ROI yakho ngokwandisa inani lethrafikhi oyitholayo. Futhi ngenxa yokuthi i-Google Adwords iyanda futhi yehlisa ngokuzenzakalelayo ibhidi yakho ngokusekelwe enanini lokuguqulwa, izoqinisekisa ukuthi isikhangiso sakho sithola ukuchayeka kakhulu. Uma usebenzisa I-Target Cost ngesenzo ngasinye sokubhida, kungcono ukukhetha i-CPA eqondiwe engaphansi kuka 80%.

Ucwaningo lwamagama angukhiye

Ukumaketha kwenjini yokusesha kumayelana nokusebenzisa amagama angukhiye alungile ukuze uthole imiphumela yosesho ehamba phambili. Ngaphandle kocwaningo lwegama elingukhiye, umkhankaso wakho wokukhangisa uzoba ukwehluleka futhi izimbangi zakho zizokufica. Ukuqinisekisa impumelelo yomkhankaso wakho wokukhangisa, udinga ukusebenzisa amathuluzi namasu akamuva, kufaka phakathi ucwaningo lwegama elingukhiye. Amagama angukhiye aphumelela kakhulu yilawo asetshenziswa izethameli zakho. Ithuluzi lamahhala lokucwaninga igama elingukhiye njenge-SEMrush lingakusiza ukuthi unqume ukuthi igama elingukhiye lidume kangakanani futhi ulinganise ukuthi mingaki imiphumela yosesho ezofakwa ohlwini ku-SERP.

Ukwenza ucwaningo lwamagama angukhiye, uzodinga ukuqoqa amagama angukhiye afanelekile. Ungakwenza lokhu ngamathuluzi amahhala afana ne-Google Keyword Planner, kodwa kuwumqondo omuhle ukusebenzisa amathuluzi akhokhelwayo uma ufuna idatha enemininingwane eyengeziwe. Amathuluzi wamagama angukhiye afana ne-Ubersuggest akuvumela ukuthi ukhiphe amagama angukhiye njenge-PDF futhi uwafunde ungaxhunyiwe ku-inthanethi. Faka amagama angukhiye owathandayo bese uchofoza “phakamisa” ukuze uthole iziphakamiso nedatha mayelana nezihloko zezindaba zakamuva, ukuncintisana nobunzima bokulinganisa lelo gama elingukhiye.

Uma usunohlu lwakho lwamagama angukhiye, kufanele uzibeke phambili bese ukhetha ukusesha okuthathu noma okuhlanu okudume kakhulu. Ungakwazi futhi ukunciphisa uhlu lwakho ngokwakha ikhalenda lokuqukethwe kanye nesu lokuhlela. Ucwaningo lwegama elingukhiye lungakusiza ukuthi uqonde izingqikithi ezivelayo ngaphakathi kwe-niche yakho. Uma usuzazi lezi, ungakha okuthunyelwe okusha nokuthunyelwe kwebhulogi okuhlobene nalezi zihloko. Indlela engcono kakhulu yokwandisa inzuzo evela kumkhankaso wakho we-Adwords ukugxila kumagama angukhiye ambalwa bese ukhetha afaneleka kakhulu kuzithameli zakho..

Ngaphezu kokuthola amagama angukhiye adume kakhulu, kufanele futhi usebenzise amathuluzi ukuze uhlonze izethameli zakho ozihlosile. Lawa mathuluzi angakusiza ukuthi uqondise izethameli zakho ngokuya ngezidingo nezintshisekelo zazo. Ngokwesibonelo, uma ibhizinisi lakho lithengisa izingubo, ungase ufune ukukhomba abesifazane abafuna izicathulo ezintsha, noma amadoda anentshisekelo yokuthenga izesekeli. Laba basebenzisi kungenzeka basebenzise imali eningi ezimpahleni nasezicathulweni. Ukusebenzisa amagama angukhiye, ungathola ukuthi laba bantu bafunani futhi wenze okuqukethwe okuhlobene.

Ibhidi kumagama angukhiye anophawu lokuhweba

Ngaphezu kokusebenzisa amathuluzi okucwaninga amagama angukhiye, abakhangisi bangabhida ngemibandela yophawu lokuhweba. Ngokwenza kanjalo, bakhulisa amathuba abo okuthola ukubekwa okuphezulu kwezikhangiso zabo emiphumeleni yosesho. Ukwengeza, ukubhida kumigomo ephawuliwe kuvumela izimbangi ukuthi zithenge izindawo ezifanele futhi zigweme izindleko eziphezulu ngokuchofoza ngakunye. Nakuba izimbangi ngokuvamile ngeke zikwazi ukubhida uphawu lokuhweba, bangase bazimisele ukwengeza amagama angukhiye angalungile.

Umkhuba wokubhida kumagama angukhiye anophawu lokuhweba uyinkinga. Ezinye izinkampani zinqume ukuthenga amagama angukhiye anezimpawu zokuhweba esikhundleni sokuthatha izinyathelo zomthetho. Ku 2012, Inkampani Rosetta Stone Ltd. ufake isimangalo sokwephula uphawu lokuhweba ngokumelene ne-Google, Inc. I-Google ishintshe uhlelo lwayo ukuze ivumele amabhidi kumagama anophawu lwentengiso 2004. Kusuka lapho, Ngaphezu kwe 20 izinkampani zivule amacala omthetho ngokumelene ne-Google, Inc.

Ngenkathi umthetho wophawu lokuhweba uxazululiwe ngamacala, akucaci ukuthi yini engenziwa esikhathini esizayo. Umyalelo ogunyazwe yinkantolo ungaphoqa izimbangi ukuthi zikhokhe ngaphezulu amagama angukhiye anophawu lokuhweba. Nokho, le ndlela ingaba nomthelela omubi emkhankasweni. Kuzodingeka futhi amabhidi angahambisani nevelu yophawu lokuhweba. Ngokulandela lezi ziqondiso, abakhangisi bangagwema ukumangalelwa ngokwephula uphawu lwentengiso.

Kubalulekile futhi ukuqaphela ukuthi ukusetshenziswa kwamagama emikhiqizo esiqhudelana nayo ekukhangiseni kungase futhi kufakwe kusigaba njengokwephulwa kwezimpawu zokuhweba.. Ukubhida ngamagama angukhiye anophawu lwentengiso ku-Adwords kuyingozi ngoba ungagcina usufuna amagama angukhiye anophawu lomuntu oncintisana naye.. Esimeni esinjalo, imbangi angabika umsebenzi ku-Google. Uma oqhudelana naye abika isikhangiso sakho, angase akuvimbele ekusebenziseni lelo gama lomkhiqizo.

Ukuthuthukisa umkhankaso

Ukukhethwa kwamagama angukhiye kubalulekile ekuthuthukiseni umkhankaso. Ukusebenzisa umhleli wegama elingukhiye kumahhala futhi kungakusiza ukuthi unqume ibhajethi yakho nokuthi uzobhida malini. Khumbula ukuthi amagama angukhiye amade ngeke afane namagama okusesha, ngakho-ke gcina lokho engqondweni lapho udala isikhangiso sakho. Ukudala i-persona kubalulekile ekuqondeni imakethe yakho ohlosiwe kanye nokunquma amagama angukhiye angcono kakhulu omkhankaso wakho. Kuyasiza futhi ukwazi ukuthi ubani ozobuka isikhangiso sakho.

Ungaphinda uzame ukusebenzisa ukwabelana okubonakalayo okuqondiwe ukuze unqume izindleko ngokuchofoza ngakunye. Amaphesenti aphezulu ezithameli zakho, amabhidi akho azoba phezulu. Lokhu kuzokhulisa ukubonakala kwesikhangiso sakho futhi kungase kuholele ekuguquleni okwengeziwe. Nokho, kungenzeka ukuthi isikhangiso sakho sizothola ukuchofoza okungaphansi kwalokho okufunayo, kodwa uzobe ungenisa imali eyengeziwe. Uma usebenzisa Izikhangiso ze-Google ukukhuthaza iwebhusayithi yakho, cabanga ukusebenzisa ukwabelana okuvelayo okuqondiwe.

Ukwenza umkhankaso wokuthuthukisa ube lula, sebenzisa isici Sokuphatha Umsebenzi. Ungabela amalungu eqembu imisebenzi ehlukene yokuthuthukisa. Futhi ungagcina amathiphu ewusizo njengokuthi ungasebenzisa kanjani izandiso zesikhangiso. Thuthukisa isikhangiso sakho ngokusebenzisa okungenani 4 izandiso zesikhangiso. Lokhu kufaka phakathi izixhumanisi zewebhusayithi, callouts, namazwibela ahleliwe. Ungakwazi futhi ukudala isibuyekezo noma isandiso sephromoshini. Izandiso eziningi ozisebenzisayo, umkhankaso wakho uzoba yimpumelelo kakhulu.

Ukuthuthukisa umkhankaso we-Google Adwords kungaba inselele, kodwa kuyafaneleka uma ungakwazi ukuthuthukisa i-CTR futhi wehlise i-CPC. Ngokulandela lezi 7 izinyathelo, uzobe usendleleni yokuthola i-CPC ephezulu ne-CTR engcono yezikhangiso zakho. Maduze uzobona ukuthuthuka okukhulu ekusebenzeni kwemikhankaso yakho. Ungakhohlwa ukuthi ukuthuthukiswa komkhankaso oyimpumelelo kudinga ukuhlaziya okuvamile. Uma ungayilandeli imiphumela yakho, uzosala ujaha imiphumela yakudala efanayo.

Kunezinyathelo ezithile eziyisisekelo okufanele uzilandele lapho usebenzisa i-Adwords. Lokhu kubandakanya imodeli yokubhida yokuncintisana, Ukulandelela ukuguqulwa, kanye namagama angukhiye angalungile. Nazi ezinye izibonelo zendlela yokusebenzisa i-AdWords ukuze uzuze. Uma usukwazile lokhu, sekuyisikhathi sokwenza isikhangiso sakho sokuqala. Ezigabeni ezilandelayo, Ngizobheka ezinye zezihloko ezibaluleke kakhulu okudingeka uzazi. Ungase futhi ufune ukuhlola izixhumanisi ezingezansi ukuze ufunde kabanzi.

Izindleko ngokuchofoza ngakunye

Ukuthi uqhuba owakho umkhankaso we-PPC ku-Facebook, Google, noma ezinye izinkundla zokukhangisa ezikhokhelwayo, ukuqonda ukuthi zingakanani izindleko zezikhangiso zakho ezibaluleke kakhulu ekusetshenzisweni kahle kokumaketha. Izindleko ngokuchofoza ngakunye, noma i-CPC ngamafuphi, isho inani umkhangisi azolikhokha ngokuchofoza ngakunye esikhangisweni. Izindleko ngokuchofoza ngakunye kuyindlela enhle kakhulu yokulinganisa ukusebenza komkhankaso wakho, njengoba ikwazisa kahle ukuthi kubiza malini izikhangiso zakho uma abantu bechofoza kuzo.

Izinto ezahlukahlukene zithinta izindleko zakho ngokuchofoza ngakunye, kufaka phakathi isikolo sekhwalithi, ukuhambisana kwegama elingukhiye, kanye nokuhambisana kwekhasi lokufika. Lapho zonke izingxenye ezintathu zihambisana kahle, i-CTR (izinga lokuchofoza) kungenzeka kube phezulu. I-CTR ephezulu isho ukuthi isikhangiso sakho sifanelekile futhi siheha izivakashi. Ukwandisa i-CTR kusho ukuthi izikhangiso zakho zihambisana kakhulu nesisheli, futhi izokwehlisa izindleko zakho zizonke ngokuchofoza ngakunye. Nokho, i-CTR ephezulu akulona uphawu oluhle kakhulu ngaso sonke isikhathi.

Izindleko ngokuchofoza ngakunye ziyahlukahluka kuye ngohlobo lwemboni, umkhiqizo, kanye nezethameli eziqondiwe. Ngokujwayelekile, I-CPC ye-Adwords iphakathi $1 futhi $2 kunethiwekhi yosesho, nangaphansi $1 okwenethiwekhi yokubonisa. Amagama angukhiye abiza kakhulu azobiza ngaphezu kwalokho $50 ngokuchofoza ngakunye, futhi zisezimbonini ezincintisana kakhulu ezinenani eliphezulu lokuphila kwekhasimende. Nokho, abathengisi abakhulu bangachitha $50 izigidi noma ngaphezulu ngonyaka ku-Adwords.

Nge-CPC, ungafaka izikhangiso zakho kumawebhusayithi, futhi ulandelele izivakashi’ lonke uhambo kusayithi lakho. I-AdWords iwumgogodla wabathengisi be-e-commerce, ukubeka imikhiqizo yakho phambi kwabathengi abafuna umkhiqizo noma isevisi efana neyakho. Ngokukhokhisa kuphela ukuchofoza, I-CPC ingakusiza ukuthi uzuze $2 kuwo wonke $1 esetshenzisiwe. Ungasebenzisa lawa mathuluzi ukukhulisa ibhizinisi lakho ngenkathi ukhulisa inzuzo ngasikhathi sinye.

Imodeli yokubhida yokuncintisana

Imodeli yokubhida yokuncintisana ye-Google Adwords isetshenziselwa ukunquma izindleko eziphezulu kakhulu ngokuchofoza ngakunye. Le modeli iyahlukahluka kuye ngezinjongo zomkhankaso wokukhangisa. Isikhangiso esinezindleko eziphansi singase singakhiqizi inzalo eningi, ngakho abakhangisi bangase bacabangele ukubhida ngamagama angukhiye ekhwalithi ephezulu. Nokho, ukubhida okunolaka kungabangela izindleko eziphezulu ngokuchofoza ngakunye, ngakho-ke kungcono ukukugwema uma kungenzeka.

Isu elilula ukulilandela ukukhulisa ukuguqulwa. Kulelisu, abakhangisi bamisa ibhajethi enkulu yansuku zonke futhi bavumele i-Google ukuthi yenze amabhidi. Ngokwandisa ukuguqulwa, bangathola ithrafikhi eyengeziwe ngemali yabo. Ngaphambi kokwenza noma yiziphi izinqumo, nokho, kubalulekile ukulandelela i-ROI futhi unqume ukuthi ukwandisa ukuguqulwa kukhiqiza ukuthengisa okunenzuzo. Uma lokhu sekuqinisekisiwe, abakhangisi bangalungisa amabhidi abo ngokufanele. Nakuba kunamasu amaningi angenzeka, le modeli iphumelela kakhulu kumabhizinisi amancane naphakathi nendawo.

Ukubhida kwe-CPC okwenziwa mathupha kungahlanganiswa nezilungisi zebhidi, ezicabangela izimpawu ezahlukene. Le modeli iwusizo ikakhulukazi kumabhizinisi amancane anamazinga aphansi okuguqulwa, njengoba iningi lokuguqulwa kwabo kungumkhondo, futhi izinga lale mikhondo liyahlukahluka kakhulu. Akuwona wonke umkhondo oguqulela kumakhasimende akhokhayo, kodwa uma uchaza ukuhola njengesenzo sokuguqula, I-Google izobaphatha ngendlela efanayo, kungakhathaliseki izinga.

Imodeli yokubhida ye-CPC iyisu elizenzakalelayo labaqalayo, kodwa kungase kudle isikhathi futhi kube nzima ukukwazi kahle. Uzodinga ukusetha amabhidi wamaqembu ahlukene nokubekwa. I-ECPC ingasiza ukulawula amabhajethi futhi ilungise amabhidi ngokuya ngamathuba okuguqulwa. Kukhona nezinketho ezizenzakalelayo zokubhida kwe-CPC ngesandla, okuyindlela ethandwa kakhulu. Kunezinhlobo ezintathu eziyinhloko zamamodeli ebhidi: Ibhidi ye-CPC eyenziwa mathupha, ECPC, kanye ne-ECPC.

Ukulandelela ukuguqulwa

Ngaphandle kokulandela ukuguqulwa kwe-Adwords, ukhipha imali endlini yangasese. Ukuqalisa izikhangiso zakho ngenkathi ulinde inkampani yangaphandle ukuthi isebenzise ikhodi yokulandelela kuwukumosha imali nje. Kuphela ngemva kokuba ususebenzise ikhodi yokulandelela ukuguqulwa lapho ungaqala khona ukubona idatha yangempela evela ezikhangisweni zakho. Ngakho-ke yiziphi izinyathelo zokuqalisa ukulandelela ukuguqulwa? Qhubeka ufunde ukuze ufunde kabanzi. Futhi khumbula: uma kungasebenzi, awuwenzi kahle umsebenzi wakho.

Okokuqala, kufanele uchaze ukuguqulwa. Ukuguqulwa kufanele kube izenzo ezibonisa ukuthi umuntu ubenentshisekelo kuwebhusayithi yakho futhi uthenge okuthile. Lezi zenzo zingasukela ekuhanjisweni kwefomu lokuxhumana kuye ekulandeni i-ebook yamahhala. Kungenjalo, uma unesayithi le-ecommerce, ungase ufune ukuchaza noma yikuphi ukuthenga njengokuguqulwa. Uma usuchazile ukuguqulwa, uzodinga ukusetha ikhodi yokulandelela.

Olandelayo, udinga ukusebenzisa i-Google Tag Manager kuwebhusayithi yakho. Lokhu kuzodinga ukuthi wengeze amazwibela ekhodi ye-JavaScript kukhodi yakho ye-HTML yesayithi. Uma usukwenzile lokho, ungakha i-Tag entsha. Kumphathi Womaka, uzobona uhlu lwazo zonke izinhlobo zamathegi atholakalayo kusayithi lakho. Chofoza umaka we-Google AdWords bese ugcwalisa imininingwane edingekayo.

Uma usukwenzile lokho, ungafaka ikhodi yokulandelela ukuguqulwa kuwebhusayithi yakho. Bese, ungabuka ukuguqulwa kwakho kumazinga ahlukahlukene. Iqembu lesikhangiso, Isikhangiso, kanye nedatha yezinga legama elingukhiye izoboniswa kusixhumi esibonakalayo sokulandelela ukuguqulwa. Ukulandelela ukuguqulwa kuzokusiza ukuthi ubone ukuthi iyiphi ikhophi yesikhangiso esebenza kahle kakhulu. Ungasebenzisa lolu lwazi ukuze uqondise ukubhalwa kwezikhangiso zesikhathi esizayo. Ikhodi yokulandelela ukuguqulwa izophinde ikuvumele ukuthi usekele amabhidi akho kumagama akho angukhiye ngokusekelwe ekutheni aguqula kahle kangakanani.

Amagama angukhiye angalungile

Ukuze uthuthukise ukusebenza kahle kwenjini yakho yokusesha, sebenzisa amagama angukhiye angalungile emikhankasweni yakho yezikhangiso. Lena imigomo abasebenzisi bakho abangafuni ukuyibona, kodwa zihlobene ngokwezibalo nomkhiqizo noma isevisi yakho. Ukusebenzisa amagama angukhiye angabalulekile kungaholela ekuhlangenwe nakho okudumazayo kubasebenzisi bakho. Ngokwesibonelo, uma umuntu esesha “izimbali ezibomvu,” isikhangiso sakho ngeke sivele. Ngokufanayo, uma umuntu esesha “ama roses abomvu,” isikhangiso sakho sizovezwa.

Ungasebenzisa futhi amathuluzi ukuze uthole ukungapeli kahle okujwayelekile. Ungakwenza lokhu ngokumba imibuzo yosesho olungaphekiwe ukuze uthole ukuthi abantu bavamise ukupela ngendlela engafanele igama elingukhiye. Amanye amathuluzi angakhipha ngisho nohlu lokungapelwa kahle okujwayelekile, ikuvumela ukuthi useshe lokhu ngokuchofoza. Uma usunohlu lokungapelwa kahle, ungawengeza emikhankasweni yakho yesikhangiso ekufanisweni kwamagama, ukufana ngqo, noma ukungavumelani okubanzi.

Amagama angukhiye angalungile ku-Adwords anganciphisa imali echithwayo yezikhangiso ngokuqinisekisa ukuthi isikhangiso sakho sizovela kuphela kubantu abafuna into ngqo oyithengisayo.. Lawa mathuluzi asebenza kahle kakhulu ekuqedeni ukusetshenziswa kwemali okumoshayo kwezikhangiso nokwandisa imbuyiselo ekutshalweni. Uma ungaqiniseki ngendlela engcono kakhulu yokusebenzisa amagama angukhiye angalungile emikhankasweni yakho ye-Adwords, ungafunda isihloko sikaDerek Hooker ngesihloko.

Nakuba amagama angukhiye angalungile engabangeli izikhangiso, bangakhuphula ukuhambisana kwemikhankaso yakho. Ngokwesibonelo, uma uthengisa izinto zokugibela, isikhangiso sakho ngeke siboniswe kubantu abafuna imishini yokugibela. Lokhu kungenxa yokuthi abantu abasesha leyo nto ethile abafani nephrofayili yemakethe oyiqondisayo. Ngakho-ke, igama elingukhiye elibi lingathuthukisa imikhankaso yakho. Nokho, kubalulekile ukungaguquguquki. Kumanuwali ye-Adwords, ungashintsha amagama akho angukhiye aphikisayo noma nini lapho kudingeka.

Ukuqondisa ngedivayisi

Manje ungaqondisa izikhangiso zakho ngokusekelwe ohlotsheni lwedivayisi esetshenziswa othile. Ngokwesibonelo, uma uyibhizinisi, ungase ufune ukukhomba izikhangiso kubantu abasebenzisa amadivaysi abo eselula. Nokho, uma ufuna ukufinyelela kubasebenzisi beselula futhi uthuthukise amazinga okuguqulwa, kufanele wazi uhlobo lwedivayisi abalusebenzisayo. Ngaleyondlela, ungalungisa kangcono okuqukethwe kwesikhangiso sakho kanye nemiyalezo ngohlobo lwedivayisi abayisebenzisayo.

Njengoba abasebenzisi beselula beqhubeka nokukhula ngenani, ukuqondisa kwedivayisi kuzobaluleke kakhulu kubakhangisi. Ngokunaka ukuziphatha komsebenzisi kuwo wonke amadivayisi, ungaqonda ukuthi amakhasimende akuphi ohlelweni lokuthenga futhi unikeze ukuguqulwa okuncane ngokufanele. Ngalolu lwazi, uzokwazi ukwakha imikhankaso esebenza ngempumelelo futhi unikeze ulwazi olungenazihibe kumakhasimende akho. Ngakho, ngesikhathi esilandelayo lapho uhlela ukukhomba abasebenzisi beselula, qiniseka ukuthi ucabanga ukukhonjwa kwe-cross-device.

Uma uqondise kubasebenzisi bamathebulethi, uzofuna ukusebenzisa ukuqondisa kwedivayisi ku-Adwords. Ngale ndlela, izikhangiso zakho zizohlobana kakhulu kulabo basebenzisi abasebenzisa amathebulethi. I-Google ikhipha izinketho zokukhomba idivayisi emasontweni ezayo, futhi izokwazisa uma isitholakala. Lokhu kuzokhuphula izindleko zokukhangisa kweselula yakho futhi kukuvumele ukuthi ulungise izikhangiso zakho ukuze ziqondise abantu okungenzeka basebenzise idivayisi yakho yethebhulethi..

Ku-Google Adwords, ukukhomba ngedivayisi kuyisinyathelo esibalulekile kunoma yimuphi umkhankaso wezikhangiso ze-Google. Ngaphandle kokukhomba idivayisi ngendlela efanele, ungase ugcine wenze ukucabangela okungalungile mayelana nezisusa zamakhasimende akho. Ngakho-ke, kubalulekile ukuqonda le nqubo. Ungahlukanisa okuqukethwe kwakho futhi useshe imikhankaso futhi uqhube umkhankaso osebenza ngempumelelo ngokucabangela idivayisi yabasebenzisi. Kodwa ungasetha kanjani ukuqondisa kwedivayisi? Nansi indlela ongakwenza ngayo.