Isigaba: Ibhulogi

I-AdWords iyithuluzi elinamandla lokumaketha ku-inthanethi. Abantu abaningi bayisebenzisela ukukhangisa ngokuchofoza ngakunye, kodwa ungasebenzisa futhi ukubhida kwe-cost-per-impression noma i-cost-per-acquisition ukuze uqondise izethameli ezithile. Ngaphezu kwalokho, abasebenzisi abathuthukile bangasebenzisa i-AdWords ukuze bakhe futhi basebenzise amathuluzi okuthengisa ahlukahlukene, njengamajeneretha wegama elingukhiye nezinhlobo ezithile zokuhlola.

I-Adwords ifana nendlu yendali

I-Google Adwords iyindlu yendali lapho amabhizinisi eqhudelana khona ukuze abonakale emiphumeleni yenjini yokusesha ngokubhida indawo yesikhangiso. Umgomo uwukushayela ithrafikhi yekhwalithi kuwebhusayithi. Abakhangisi bacacisa ibhajethi yezikhangiso zabo, kanye nezithameli abazifunayo. Bangakwazi futhi ukufaka izixhumanisi ezigabeni ezithile zesayithi labo, ikheli labo, nezinombolo zocingo.

I-AdWords isebenza ngokubhida kumagama angukhiye ahlukene. Kuya ngekhwalithi yemiphumela yesikhangiso, isikhangiso sizokleliswa phezulu noma ngaphansi. Izikhangiso ezisezingeni eliphezulu zikhokha kancane “izindleko ngokuchofoza ngakunye” kunalabo abangaphansi kwabo. Ikhasi lokufika elihle lizokleliswa phezulu emiphumeleni yenjini yokusesha futhi libize kancane.

Ngaphezu kokubhida ezikhundleni zezikhangiso, I-Google iphinda ibhide ngezinkulungwane zamagama angukhiye. Lo mkhuba usudale impikiswano. Nakuba i-Google ithi ukuthenga kwayo izikhangiso akunamthelela kwabanye abakhangisi, iye yagxekwa ngokudala a “ukungqubuzana kwezintshisekelo” lokho kuthinta ukulunga kwendali. I-Wall Street Journal yagqamisa lolu daba embikweni wakamuva.

I-Google inesu lokubhida elivelele. Izama ukubhida ngangokunokwenzeka inani umthengi angathanda ukulikhokha. Kodwa lokhu akusebenzi ngaso sonke isikhathi. Kungcono ukubhida phezulu kunokuphansi bese uthemba okungcono kakhulu. I-Google akuyona ukuphela kwenkampani ebambe iqhaza endalini.

Abakhangisi be-AdWords bachitha izinkulungwane zamaRandi inyanga ngayinye emikhankasweni yabo. Kodwa badinga ukwazi ukuthi yimiphi imikhankaso ekhiqiza ithrafikhi eningi. Uma umkhankaso A ukhiqiza imikhondo eyishumi ngosuku, kodwa Umkhankaso B ushayela amahlanu kuphela, badinga ukwazi ukuthi yimuphi umkhankaso oqhuba ukuthengisa okwengeziwe. Badinga futhi ukulandelela imali engenayo ngayinye yale mikhankaso.

I-Adwords iyimakethe yokuncintisana. Ukukhetha amagama angukhiye alungile kubalulekile. Ukuntuleka kocwaningo kungashiya izikhangiso zakho zivele ezindaweni ezingahleliwe. Ngaphandle kokulandela ukuguqulwa, ucwaningo lwakho lwegama elingukhiye ngeke lusebenze. Ungasebenzisa i-SEMrush ukuhlaziya izimbangi zakho’ amagama angukhiye. Ikubonisa i-CTR emaphakathi yalawo magama angukhiye nokuthi bangaki abanye abakhangisi abachithile kuwo.

Kungenzeka ukudala imikhankaso eminingi yegama elingukhiye ngalinye. Empeleni, ungaba nemikhankaso embalwa enamaqembu ezikhangiso ambalwa. Lokhu kwenza kube lula ukuqhathanisa izikhangiso ezivela ezinkampanini ezahlukene. Ungasebenzisa futhi amathuluzi afana ne-CrazyEgg, okubonisa ukuchofoza kanye nemiqulu yezivakashi.

Kuyaqhudelana

I-AdWords iyindali yokuncintisana lapho kuvela khona isikhangiso sakho uma othile ethayipha umbuzo ovumelekile. Kukhona nezinye izimbangi ezifaka izicelo kumagama angukhiye afanayo. Uma ufuna ukuhlala ngaphambi komncintiswano wakho, sebenzisa ukuqondisa kwezithameli ezihambisana ngokwezifiso namagama angukhiye womongo. Kubalulekile futhi ukuqapha izimbangi zakho’ amasu futhi ulandele indlela asebenza ngayo.

Ibiza izindleko

Uma unquma ukuphumelela kwezindleko zokukhangisa, udinga ukunaka izici ezimbili: imali engenayo kanye nezindleko. Imali engenayo yimali ekhiqizwa ngokuchofoza, kanti izindleko zezimpahla ezithengisiwe zihlanganisa ukusetshenziswa kwezikhangiso, izindleko zokukhiqiza, kanye nanoma yiziphi ezinye izindleko. Ngokubala imali engenayo, ungakwazi ukubala i-ROI yomkhankaso futhi ubone ukuthi kubiza malini usuwonke ukukhiqiza ukuthengisa.

Izinga lokuguqulwa elimaphakathi le-AdWords ngu 2.70%, kodwa leli nani liyahlukahluka kuye ngemboni yakho. Ngokwesibonelo, imboni yezezimali kanye nomshwalense inezinga lokuguqulwa 10%, kuyilapho i-e-commerce ibona izinga lokuguqulwa kuphela 2%. Ungakwazi ukulandelela izilinganiso zakho zokuguqulwa usebenzisa i-Google Sheet.

I-Google Adwords iyithuluzi lokukhangisa elinamandla elinikeza cishe amandla angenamkhawulo. Kumahhala ukusebenzisa futhi kungakhuliswa imikhankaso emikhulu. Kulula ukuyisebenzisa futhi inikeza izigidi zamagama angukhiye ongakhetha kuzo. Iphinde inikeze okwenziwayo okungenabungozi ngaphandle kwezivumelwano noma izibopho. Ngaphezu kwalokho, ungakwazi ukulungisa kalula isabelomali sakho futhi ukhansele umkhankaso wakho uma ungayiboni imiphumela oyifunayo.

Imikhankaso ye-Adwords ingadla izinkulungwane zamaRandi, kodwa ngisho nebhizinisi elincane lingathola imiphumela ngamakhulu amadola. Awudingi ukuchitha ngaphezulu $10,000 ngenyanga ngomkhankaso oyimpumelelo, futhi ungasetha izingqinamba zesabelomali kanye namabhidi aphezulu nsuku zonke. Ungaphinda uqondise izethameli ngezintshisekelo zazo nokuziphatha, okungakusiza wehlise izindleko zakho ngokuchofoza ngakunye. Ungakwazi futhi ukuqasha uchwepheshe we-PPC ukuze ehlise izindleko zakho ngokuchofoza ngakunye. Kodwa ukuqasha uchwepheshe we-PPC akufanele kubize – ngokuvamile kushibhile ukukhokha ngenkokhelo yanyanga zonke noma nyanga zonke.

Isihleli samagama angukhiye se-Google siyithuluzi eliwusizo lokulinganisa ibhidi yakho. Inikeza izilinganiso zamanani amaphakathi e-CPC kumagama angukhiye ahlukene. Ngaphezu kwalokho, ikuvumela ukuthi udale uhlu lwamagama angukhiye ngamakholomu futhi unqume ikhasi lokuqala elilinganiselwe, ikhasi eliphezulu, kanye nebhidi yesikhundla sokuqala. Ithuluzi lizokwazisa futhi mayelana namazinga okuncintisana wegama elingukhiye.

Kuyindlela enhle yokuqwashisa ngomkhiqizo

Uma usebenzisa i-Adwords ukukhuthaza umkhiqizo wakho, udinga ukuqiniseka ukuthi uqondise kumakhasimende alungile. Lokhu kusho ukusebenzisa imibuzo yomkhiqizo esigabeni socwaningo lwamagama angukhiye. Ungasebenzisa futhi i-Google Trends ukuze uqaphe ukusesha kwegama lomkhiqizo. Kufanele futhi usebenzise izingosi zokuxhumana nabantu ukukala ukuthi amakhasimende asabela kanjani kumkhiqizo wakho. I-Hootsuite iyithuluzi elihle kakhulu lalokhu. Futhi, qiniseka ukuthi ufaka ucwaningo emkhankasweni wakho we-imeyili ukuze ukwazi ukukala ukuqwashisa ngomkhiqizo.

Ukuqwashisa ngomkhiqizo kubalulekile ezimakethe zanamuhla, lapho ukuncintisana kuye kwanda futhi abathengi sebekhetha kakhulu. Amakhasimende angaba khona afuna ukuthenga kumabhrendi ajwayelekile futhi athembekile. Ngamanye amazwi, bafuna ukuzizwa sengathi bayabazi abantu abasemuva komkhiqizo. Ukusebenzisa imikhankaso yezikhangiso ukukhulisa ukuqwashisa ngomkhiqizo kuyindlela enhle yokufinyelela izethameli ezifanele.

Ungasebenzisa futhi i-Facebook ukuqwashisa ngomkhiqizo. Le nethiwekhi yokuxhumana nabantu ingenye yemiphakathi emikhulu eku-inthanethi emhlabeni. Ungakhomba abasebenzisi ku-Facebook ngokwakha iphrofayili ku-Facebook futhi ubacele ukuthi balandele isixhumanisi sakho. Abantu kungenzeka balandele kusayithi lakho uma bebona igama lomkhiqizo wakho emugqeni wabo wesikhathi we-Facebook.

Ukusebenzisa ukumaketha kabusha ukukhuthaza umkhiqizo wakho kungenye inketho esebenzayo. Lesi sici sikuvumela ukuthi uqondise abantu abavakashele amakhasi athile noma ababuke amavidiyo athile. Ungabese udala imikhankaso yokumaketha kabusha ukuze uphromothe imikhiqizo ethile noma amasevisi. Leli thuluzi futhi livumelana nezimo kakhulu futhi linikeza izinketho eziningi zokukhomba.

Ukusebenzisa imikhankaso yokuqondisa kabusha kuyindlela enhle yokukhiqiza umkhondo nokuthengisa. Leli su lisebenza kangcono ezinkampanini ezithengisa imikhiqizo yazo ku-inthanethi. Ngokuheha kanye nokuqondisa kabusha abantu asebebonise intshisekelo emikhiqizweni yakho, uzokwazi ukukhulisa ukuthengisa nokuhola isizukulwane.

I-AdWords iyinkundla yokukhangisa ye-Google. Ivumela amabhizinisi ukuthi enze izikhangiso futhi alandelele ukusebenza kwazo. Isebenza ngokubhida amagama angukhiye afanelekile. Ochwepheshe abaningi bokumaketha kwedijithali bayisebenzisela ukukhulisa imali yabo engenayo futhi bafinyelele amakhasimende okuhlosiwe. Ziningi izinzuzo zokusebenzisa le nkundla. Lezi zihlanganisa: uhlelo lwendali ebukhoma, ukuhambisana kwegama elingukhiye kanye nemiphumela yokulandelela.

I-Google AdWords iyinkundla yokukhangisa ye-Google

I-Google AdWords iyinkundla yamabhizinisi yokufinyelela izethameli ezihlosiwe ngezikhangiso zabo. Inkundla isebenza kumodeli yokukhokha ngokuchofoza, okusho ukuthi amabhizinisi akhokha kuphela uma abasebenzisi bechofoza ezikhangisweni futhi bebuka amawebhusayithi abo. Iphinde ivumele amabhizinisi ukuthi alandelele ukuthi yiziphi izikhangiso ezichofozwayo nokuthi yiziphi izivakashi ezithatha isinyathelo.

I-Google AdWords iyindlela enhle yokuthuthukisa iwebhusayithi noma umkhiqizo. Ungakha futhi uphathe isikhangiso sakho ngamafomethi ahlukahlukene, okuhlanganisa umbhalo nesithombe. Kuye ngefomethi yesikhangiso oyikhethayo, izikhangiso zombhalo zizoboniswa kosayizi abajwayelekile abambalwa.

I-Google AdWords ikuvumela ukuthi uqondise amakhasimende angaba khona ngokusekelwe kumagama angukhiye kanye nendawo. Ungakwazi futhi ukukhomba izikhangiso zakho ezikhathini ezithile zosuku, njengamahora ebhizinisi. Ngokwesibonelo, amabhizinisi amaningi asebenzisa izikhangiso kuphela kusuka 8 AM kuye 5 PM, kuyilapho amanye amabhizinisi engase avulwe ngezimpelasonto kuphela. Ngokusebenzisa amagama angukhiye ahambisana nomkhiqizo noma isevisi yakho, ungafinyelela izethameli eziningi futhi wandise i-ROI yakho.

Ukukhangisa ku-Google Search kwenza ingxenye enkulu yemali engenayo ye-Google. Iphinde yandisa imizamo yayo yokukhangisa ku-YouTube, owabona a 50% ukwanda konyaka nonyaka ngekota yayo yokuqala. Ibhizinisi lokukhangisa le-YouTube lithatha ingxenye enkulu yamadola esikhangiso kude ne-TV ewumugqa.

I-Google AdWords ayiyona inkundla elula ukuyisebenzisa, kodwa inikeza izinzuzo eziningi zamabhizinisi e-ecommerce. Inkundla inikeza izinhlobo ezinhlanu zemikhankaso. Ungasebenzisa eyodwa ukuze uqondise izethameli ezithile, okubalulekile kumabhizinisi e-ecommerce. Ngokwesibonelo, ungasetha umkhankaso wokukhomba amakhasimende ngokusekelwe emikhubeni yawo yokuthenga kanye nenjongo yokuthenga.

Ngaphambi kokudala izikhangiso ze-Google AdWords, kubalulekile ukuchaza izinhloso zakho. Ngokufanelekile, izikhangiso kufanele zishayele ithrafikhi ekhasini lokubikezela elifanele. I-Google AdWords inikeza izinhlobo ezimbili zokubhida: ukusetha ngokwenza ibhidi nokusebenzisa isihleli segama elingukhiye. Lokhu kwakamuva kungase kungabizi kakhulu, kodwa kudinga ukulungiswa okwengeziwe.

Yindali ebukhoma

Ukubhida kwe-AdWords kuyinqubo yokubhida indawo ethile yesikhangiso emiphumeleni yosesho. Inani olibhidayo ngesikhangiso sakho lizothinta isikolo sekhwalithi ositholayo. Uma unekhwalithi ephezulu yamaphuzu, isikhangiso sakho sizothola amazinga aphezulu kanye ne-CPC ephansi.

Kule nqubo, isikhangiso esenza kahle sithola indawo ephezulu yesikhangiso emiphumeleni yosesho. Ukwandisa ibhidi yakho akuqinisekisi ukuthi usendaweni ephezulu. Kunalokho, udinga ukuba nesikhangiso esihle kakhulu esihambisana netemu losesho futhi esihlangabezana nemikhawulo Yezinga Lesikhangiso.

I-AdWords ikhiqiza Isilinganiso Sekhwalithi ngesikhathi sangempela sawo wonke amagama angukhiye. Le algorithm icabangela izici eziningi lapho kubalwa isikolo sekhwalithi. Uma i-Quality Score iphansi, I-AdWords ngeke ibonise isikhangiso sakho. Uma unamaphuzu aphezulu, isikhangiso sakho sizoboniswa phezulu kwemiphumela yosesho lwe-Google.

Ukuze ufake ibhidi, kufanele wazi igama lakho elingukhiye futhi usethe izinhlobo zakho zokufanisa. Lokhu kuzothinta inani olikhokhelayo ngegama elingukhiye ngalinye nokuthi uzoba sekhasini lokuqala yini. Ukubhida kukufaka endalini ye-Google ukuze unqume ukuthi yiziphi izikhangiso ezizovela. Ngokuqonda ama-nuances ale nqubo, uzokwazi ukubhida ngokuhlakanipha.

Ivumela abakhangisi ukuthi bakhethe amagama angukhiye ahambisana nebhizinisi labo

Uma ukhetha amagama angukhiye omkhankaso wakho wesikhangiso, kufanele ugcine ukuhambisana kwesikhangiso sakho negama elingukhiye engqondweni. Ukuhambisana kwesikhangiso kuyisici esibalulekile ngoba kuthonya ibhidi yakho nezindleko ngokuchofoza ngakunye. Ku-Adwords, ungabheka isikolo sekhwalithi yamagama akho angukhiye ukuze uthole ukuhlobana kwesikhangiso sakho. Isikolo sekhwalithi inombolo i-Google eyinika igama elingukhiye ngalinye. Isikolo sekhwalithi ephezulu sisho ukuthi isikhangiso sakho sizobekwa ngaphezu kwalabo oqhudelana nabo amaphuzu abo aphansi.

Uma usunohlu lwamagama angukhiye, ungaqala ukwakha ikhasi lokubikezela eliqondise lawa magama angukhiye. Leli khasi lokufika lizobe seliqondisa abafakizicelo abasha abafuna ukusebenza ebhizinisini lakho. Ngaphezu kwamakhasi okufika, ungase futhi uqalise imikhankaso ye-Adwords ukuze uqondise lawa magama angukhiye.

Okunye okucatshangelwayo okubalulekile lapho ukhetha amagama angukhiye omkhankaso wakho wesikhangiso yivolumu yosesho yamagama akho angukhiye. Amagama angukhiye anevolumu yokusesha ephezulu abiza kakhulu ukubhida kuwo. Lokhu kusho ukuthi kufanele ukhethe kuphela amagama angukhiye ambalwa anevolumu yokusesha emaphakathi. Lokhu kuzokusiza ukuthi ulondoloze isabelomali sakho ukuze uthole amanye amagama angukhiye okungenzeka ukuthi akhiqize imiphumela.

Ivumela amabhizinisi ukuthi alandelele ukusebenza kwezikhangiso zawo

I-Google AdWords ivumela amabhizinisi ukuthi alandelele ukusebenza kwezikhangisi zawo, okuhlanganisa ukuthi bangakhi ukuchofoza abakutholayo nokuthi bangaki ukuthengisa abakwenzayo. Amabhizinisi angakwazi futhi ukusetha ibhajethi futhi aziguqule njengoba kudingeka. Ngokwesibonelo, uma ufuna ukusebenzisa inani elithile ngokuchofoza ngakunye, ungasetha isabelomali esiphansi samadivayisi athile kanye nesabelomali esiphezulu samanye amadivayisi. Bese, I-AdWords izolungisa ngokuzenzakalelayo amabhidi akho ngokuya ngomkhankaso wakho.

Ukulandelela ukuguqulwa kungenye indlela yokulandela impumelelo yezikhangiso zakho. Ikuvumela ukuthi ubone ukuthi mangaki amakhasimende owazuzile ngezikhangiso zakho kanye nesamba senani lemali oyisebenzisile ekuguquleni ngakunye. Lesi sici singokuzithandela, kodwa ngaphandle kwayo, kuzodingeka uqagele ukuthi ingakanani i-ROI ongayilindela emkhankasweni wakho. Ngokulandela ukuguqulwa, ungakwazi ukulandelela yonke into kusukela ekuthengisweni kwewebhusayithi kuya ekulandeni uhlelo lokusebenza kuya kumakholi wefoni, futhi ulinganise ne-ROI kusukela ekuguqulweni ngakunye.

I-Google AdWords iyithuluzi elibalulekile lamabhizinisi amancane. Nokho, kubalulekile ukukhumbula ukuthi udinga ukuqapha futhi uthuthukise izikhangiso zakho njalo. Kungenjalo, ungase ugcine usebenzisa imali eningi emkhankasweni wesikhangiso ongakhiqizi imiphumela.

Enye inzuzo enhle yokusebenzisa i-Google AdWords imodeli yokukhokha ngokuchofoza. Ukukhokha kuphela uma othile echofoza esikhangisweni sakho kuvumela amabhizinisi ukuthi onge imali. Ngaphezu kwalokho, I-Adwords ivumela amabhizinisi ukuthi alandelele ukusebenza kwezikhangiso zawo ngokulandelela ukuthi yiziphi izikhangiso ezichofozwayo nokuthi yiziphi ezibukwa umsebenzisi..

I-Adwords yakwaGoogle iyinkundla yokukhangisa evumela amabhizinisi ukuthi aqondise kubasebenzisi kuwo wonke amanethiwekhi okusesha nokubonisa. Izikhangiso zidalwa ngamagama angukhiye kanye nekhophi yesikhangiso ehambisana nalokho okufunwa yisisheshi. Uhlelo lusebenziseka kalula futhi luvumela amabhizinisi ukuthi aqale futhi amise imikhankaso kalula. Nawa amanye amathiphu okuthola okuningi kuwo.

I-Google AdWords iyinkokhelo yokuchofoza ngakunye (I-PPC) inkundla yokukhangisa

Inkundla yokukhangisa ye-Google AdWords yokukhokha ngokuchofoza ngakunye ikuvumela ukuthi ubeke izikhangiso ekhasini lemiphumela yenjini yokusesha ye-Google ngokukhetha amagama athile okusesha.. Inkundla ikuvumela ukuthi ubhide amagama angukhiye alungile ukuze ufike phambi kwezithameli ezifanele, futhi ihlinzeka ngamamethrikhi ukukusiza ukulandelela ukuthi isikhangiso sakho sisebenza kahle kangakanani. Futhi ikuvumela ukuthi ufinyelele amakhasimende angaba khona noma yikuphi lapho bekhona, futhi kungakhathaliseki ukuthi iyiphi idivayisi abayisebenzisayo.

Ukukhangisa ngokuchofoza ngakunye kuyindlela enhle yokufinyelela izethameli ozihlosile noma ngabe ziphi. Nge-Google AdWords, ungaphromotha imikhiqizo yakho namasevisi kubo nganoma yisiphi isikhathi. Uma ubheke ukukhulisa ibhizinisi lakho futhi ufuna ukukhulisa ukubonakala kwakho, Ukukhangisa kwe-PPC kuwutshalomali oluhle kakhulu.

Izikhangiso ze-Google futhi zikunikeza inketho yokuphromotha ibhizinisi lakho ngaphandle kokuthi Usesho lwe-Google. Ikuvumela ukuthi ubeke izikhangiso ezinkulungwaneni zamawebhusayithi ku-inthanethi. Ungakhetha ukuthi imaphi amasayithi ofuna ukukhangisa kuwo, kanye nokuthi yiziphi izinhlobo zabantu ofuna ukuzikhomba. Lena indlela enhle yokwandisa ukufinyelela kwakho izethameli ezifanele futhi wonge imali.

Uma uqhuba umkhankaso wokukhangisa wokukhokha ngokuchofoza, kubalulekile ukugcina ukuguqulwa engqondweni. Uma umkhankaso wakho uhlanganiswa kakhulu, maningi amathuba okuthi uguqule abaseshi. Ungasebenzisa idatha oyiqoqayo ukuze ubhale izikhangiso zakho futhi usethe ibhajethi yakho. Ngale ndlela, uzokwazi kahle ukuthi izikhangiso zakho ziletha ini.

I-Google AdWords inikeza izinhlobo zomkhankaso eziyisikhombisa ezahlukene. Lokhu kufaka phakathi izikhangiso zosesho, bonisa izikhangiso, nemikhankaso yokuthenga. Ngayinye igxile ezithamelini ezithile. Ungasebenzisa futhi Inethiwekhi Yokubonisa ye-Google ukuze uqondise izibalo zabantu kanye nababukeli.

Ivumela amabhizinisi ukuthi aqondise abasebenzisi ekusesheni nasekuboniseni amanethiwekhi

I-Google Adwords ivumela amabhizinisi ukuthi aqondise kubasebenzisi kukho kokubili amanethiwekhi okusesha nawokubonisa. Ngenkathi izikhangiso zosesho ziqondise kubasebenzisi abafuna umkhiqizo noma isevisi, bonisa izikhangiso eziqondiswe kubasebenzisi abaphequlula izindawo ezithile ze-inthanethi. Lokhu kuvumela amabhizinisi ukuthi afinyelele izethameli eziqondiswe kakhulu futhi akhulise ukuqwashisa ngomkhiqizo wabo.

Kuya ngohlobo lwebhizinisi, amabhizinisi angakhomba izinhlobo ezahlukene zabasebenzisi abasebenzisa i-Adwords. Ngokwesibonelo, abakhangisi ababonisayo bangakhomba abasebenzisi abeze kusayithi labo evikini elidlule noma amabili edlule. Lezi zinhlobo zabasebenzisi zaziwa njengabasebenzisi abashisayo. Abakhangisi ababonisayo balungisa amabhidi abo ngokusekelwe kulaba basebenzisi.

Ngenkathi inethiwekhi yokusesha iqukethe izikhangiso zombhalo, inethiwekhi yesibonisi ivumela amabhizinisi ukuthi aqondise abasebenzisi ngezithombe nezikhangiso zevidiyo. Izikhangiso zokubonisa zingafakwa kumasayithi ozakwethu be-Google kanye naku-Gmail, I-YouTube, kanye nezinkulungwane zamanye amawebhusayithi. Lokhu ukubekwa okukhokhelwayo futhi kusebenza kangcono kakhulu emabhizinisini afuna ukukhombisa ngemikhiqizo yawo noma amasevisi ngento ebonakalayo.

Ngokungeziwe ekuqondisweni kwesihloko, amabhizinisi angakhomba abasebenzisi ngokusekelwe kulokho abakuthandayo. Ukuqondisa kwentshisekelo kuvumela amabhizinisi ukuthi anikeze izikhangiso kumawebhusayithi anetimu ehlobene nomkhiqizo noma isevisi ethile. Ngokwesibonelo, ibhizinisi elithengisa ukudla okunempilo lingakhetha ukukhomba abasebenzisi abavakashela amasayithi anetimu yezempilo. Ngokufanayo, abakhangisi bangakhomba abasebenzisi ngokuya ngeminyaka yabo, ubulili, imali yasendlini, kanye nesimo sabazali. Ngokwesibonelo, umkhangisi othengisa izingubo zabesifazane angase akhawulele izikhangiso zabo kubasebenzisi besifazane.

Ivumela abakhangisi ukuthi babhide ngamagama angukhiye anophawu lokuhweba

I-Google isuse umkhawulo ovimbe abakhangisi ekubhideni amagama angukhiye anophawu lokuhweba. Izinkampani eziningi ezinkulu zinamagama azo abhaliswe njengezimpawu zokuthengisa. Lokhu kusho ukuthi bangabanikazi abakhethekile bemigomo futhi abakwazi ukusetshenziswa ezinye izinhlobo. Nokho, abathengisi abasemthethweni bavunyelwe ukusebenzisa amagama anophawu lwentengiso ezikhangisweni zabo.

Nokho, amabhizinisi abhida ngamagama angukhiye anophawu lokuhweba kufanele ahlale ngaphakathi kwemikhawulo esemthethweni yomthetho. Ikhophi yesikhangiso ne-URL yesayithi akumele iqukathe uphawu lokuhweba lomuntu oqhudelana naye. Lokhu kuqinisekisa ukuthi indawo yezikhangiso ze-Google akuyona eyamahhala yakho konke. Ngokwesibonelo, umthengisi welensi yokuxhumana 1-800 Othintwayo basabisa ngokubamangalela 14 yezimbangi zayo zokwephulwa kwezimpawu zokuhweba futhi yabaphoqa ukuthi bayeke ukubhida kumagama angukhiye afanayo.

I-Google ngeke isaphenya amagama angukhiye anophawu lokuhweba, kodwa izoqhubeka nokukhawulela ukusetshenziswa kwemigomo ezindaweni ezithile. E-China, Ngokwesibonelo, imigomo yophawu lokuhweba ngeke isaqala izikhangiso. Nakuba ukuvikelwa kwezimpawu zokuhweba akuyona imfuneko ngokuphelele, abakhangisi bangasebenzisa izimpawu zokuthengisa njengendlela yokugwema ukuvinjelwa endaweni yokukhangisa ye-Google.

Nokho, abanikazi bamagama bakhathazekile ngomkhuba we-Google wokuvumela abakhangisi ukuthi babhide ngemibandela yophawu. Bathi i-Google yeba igama lomkhiqizo wabo ngokungafanele futhi idala ukudideka phakathi kwabathengi. Lo mkhuba kungenzeka ungekho emthethweni, kodwa i-Google iyabavumela abakhangisi ukuthi babhide ngemibandela enophawu kwamanye amazwe, kuhlanganise ne-United States.

Nakuba izimpawu zokuhweba zingasetshenziswa kumagama osesho avikelwe yizimpawu zokuhweba, kungaba nzima ukuhlukanisa phakathi kwabo. Ezinye izimpawu zokuhweba amagama ajwayelekile, kuyilapho ezinye ziyizimpawu zokuthengisa ezibhalisiwe. Ukubhida ngemibandela yophawu lokuhweba kungase kube semthethweni uma inkampani iyisebenzisela ukumaketha imikhiqizo yayo. Ezimweni eziningi, kuyatuseka ukuthintana nommeli ngaphambi kokuzama ukubhida ngemibandela enezimpawu zokuhweba.

Kulula ukuyisebenzisa

I-Google AdWords iwuhlelo lokukhangisa oluvela kwa-Google. Kunezindlela ezimbili eziyisisekelo zokukhangisa nge-AdWords. Okokuqala ukubeka ibhajethi kanye nebhidi, okuyimali ozoyikhokha ngokuchofoza ngakunye. Abantu abaningi baqala ngokusebenzisa isici sebhidi esizenzakalelayo, kodwa futhi kungenzeka ukuthi uhlele ibhidi lakho mathupha. Ukubhida ngokwenza ngokuvamile ishibhile, kodwa ingadinga ukulungiswa okwengeziwe.

Indlela yesibili ukusebenzisa i-Keyword Planner, okuyithuluzi elinamandla elikwenza ukwazi ukuthola amagama angukhiye akhiqiza ithrafikhi. Ungakwazi futhi ukwenza izinguquko ungaxhunyiwe ku-inthanethi usebenzisa Isihleli Sezikhangiso. Ukusebenzisa i-Keyword Planner kukuvumela futhi ukuthi uguqule izikhangiso zakho ngobuningi. Ungasebenzisa futhi ithebhu yasekhaya ukuze ubuke imininingwane enentshisekelo kumagama akho angukhiye.

Okokuqala nje, uzodinga ukudala i-akhawunti ye-Google. Akuthathi isikhathi eside ukudala i-akhawunti yamahhala, futhi kulula kakhulu ukuqalisa. Kusukela lapho, ungadala umkhankaso wakho wokuqala. Uma usuyidalile i-akhawunti yakho, uzokwazi ukusetha isabelomali sakho kanye nezithameli ezihlosiwe. Ungasetha futhi amabhidi akho bese ubhala ikhophi yesikhangiso sakho.

Enye yezinto ezibaluleke kakhulu okufanele uzikhumbule lapho usebenzisa i-Google AdWords ukuthi kufanele uthuthukise izikhangiso zakho. Uma izikhangiso zakho zithuthukiswa kakhulu, ithuba elingcono abazolithola lokukhiqiza imbuyiselo ekutshalweni kwezimali. Empeleni, ngokombiko we-Google Economic Impact, amabhizinisi angenza okuningi njengoba $2 per dollar in advertising with AdWords.

It is complicated

Many small businesses open an account with Adwords but don’t understand how the system works. They don’t have the time to dedicate to the process and don’t understand the bidding system. Google controls budgets for advertisements and will not show ads that have too low a bid.

Google AdWords is a pay-per-click advertising platform that allows businesses to choose keywords related to their products or services. Ingakala kakhulu futhi inikezela ngokukhangisa okuqondiswe kusayithi. Uhlu olungezansi yizimiso eziyisisekelo zokukhangisa kwe-AdWords. Uma usuzazi lezi, ungathuthukisa umkhankaso wakho ukuze ushayele amakhasimende amaningi kuwebhusayithi yakho.

I-Google AdWords iyinkokhelo ngokuchofoza ngakunye (I-PPC) inkundla yokukhangisa

I-PPC (khokha ngokuchofoza ngakunye) ukukhangisa kuyindlela edumile yokufinyelela izethameli ezintsha nokwandisa ithrafikhi yewebhusayithi. Ucwaningo lukhombisa ukuthi izivakashi ezivela ezikhangisweni ze-PPC maningi amathuba okuthi zithenge kunezivakashi zemvelo. Iphinde ikhiqize i-ROI ephezulu. Ngokwesilinganiso, abakhangisi bangalindela imbuyiselo ekutshalweni kwezimali nxazonke $2 ngokuchofoza ngakunye.

Abantu abaningi abazi ukuthi ukulandelela ukuguqulwa kuyisici esibalulekile senkokhelo ngokuchofoza ngakunye ukukhangisa. Abakhangisi abaningi abasha bayehluleka ukubona ukubaluleka kokulandelela ukuguqulwa. Abanye baze baqashe i-ejensi yokumaketha yedijithali ukuphatha imikhankaso yabo ye-PPC, kodwa bayehluleka ukuqaphela ukuthi i-ejensi ayiziqondi izinjongo zabo zebhizinisi kanye nesidingo sokulandelela ukuguqulwa. Ngakho-ke, abakhangisi bedijithali kufanele bafundise amakhasimende ukuthi angamisa kanjani ukulandela ngomkhondo ukuguqulwa ohlangothini lwe-PPC nakuwebhusayithi.

Ukukhangisa ngokuchofoza ngakunye kuhilela ukuthenga izikhangiso ezinjinini zokusesha zamagama angukhiye athile. Isikhangiso sikhonjiswa ngenhla noma eceleni kwemiphumela yosesho lwendalo. Izindleko zokuchofoza zinqunywa ibhidi ephezulu kanye nenani lekhwalithi yesikhangiso. Amabhidi angasukela kumasenti ambalwa ukuya kumadola angamakhulu ambalwa. Amabhidi aphezulu awavamile, nokho. Ngokwesibonelo, uma isikhangiso sakho simayelana ne-akhawunti yokuhlola ibhizinisi yamahhala, a $10 bid would ensure that your ad is in the top spot of the search results.

Using Google AdWords to promote your business is an important way to reach your target audience. The Google display network consists of thousands of sites on the web. Ngaphezu kwalokho, ungakhetha ukuthi imaphi amasayithi ongakhangisa kuwo bese ukhetha izinhlobo zezethameli ofuna ukuzikhomba. Lezi zikhangiso azithathi indawo yamazinga okusesha okuphilayo, kodwa bangakusiza ukuthi ufinyelele amakhasimende akho noma yikuphi.

Ivumela amabhizinisi ukuthi akhethe amagama angukhiye ahambisana nemikhiqizo noma amasevisi awo

Enye indlela yokuthola okuningi ku-Adwords ukukhetha amagama angukhiye ahambisana kakhulu nemikhiqizo noma amasevisi akho. Ngokwesibonelo, uma usebhizinisini lokuletha imifino ephilayo, ungase ufune ukukhetha “ukulethwa kwebhokisi lemifino ye-organic” njengegama lakho elingukhiye. Ukusebenzisa leli gama elingukhiye kuzokusiza ukuthi uhehe amakhasimende alungile. Ungasebenzisa futhi ukuhlukahluka okuhlukile kwalawa magama angukhiye, okuhlanganisa ukungapeli kahle kahle kanye namagama asetshenziswayo.

Lapho ukhetha amagama angukhiye ezikhangiso zakho, qiniseka ukuzisebenzisa kukhophi yakho yesikhangiso kanye nekhophi yekhasi lokubikezela. Izikhathi eziningi, awukwazi ukusho ukuthi yimaphi amagama angukhiye azosebenza uze uwahlole. Ngakho-ke, kungcono ukuhamba nomuzwa wakho wamathumbu lapho ukhetha amagama angukhiye omkhankaso wakho.

Enye indlela yokuthola amagama angukhiye ukusebenzisa i-keyword planner. Leli thuluzi likusiza ukuthi uthole amagama angukhiye amasha ngokubheka amagama angukhiye afanayo kumawebhusayithi esiqhudelana nawo. Ngaphezu kwalokho, I-Google Analytics izokukhombisa ukuthi yimaphi amagama angukhiye abantu asebevele bewasebenzisa ukuthola iwebhusayithi yakho. Ngale ndlela, ngeke uqhudelane nethrafikhi ekhona.

Inikeza ukukhangisa okuqondiswe kusayithi nokukhomba kabusha

Ukubuyisela kabusha kukuvumela ukuthi ukhombe kabusha izivakashi ezivakashele iwebhusayithi yakho esikhathini esidlule. Isebenza ngokubeka ucezu oluncane lwekhodi, ebizwa nge-pixel, kuwebhusayithi yakho. I-pixel ayibonakali kubavakashi besayithi, kodwa yehlisa ikhukhi yesiphequluli engaziwa, okuvumela umhlinzeki okhomba kabusha ukuthi azi ukuthi uzokunikeza nini izikhangiso.

Iyakhula kakhulu

I-Google AdWords iwuhlobo lokukhangisa ku-inthanethi olungakala kakhulu. Lokhu kusho ukuthi imali eningi etshalwe emkhankasweni wakho izokhiqiza inzuzo ethe xaxa. Iphinde ibe sobala kakhulu. Noma ngabe uqondise amabhizinisi endawo noma umhlaba wonke, ungabona ukuthi yini esebenzayo nengasebenzi. Ngekhono lokulinganisa i-ROI namazinga okuguqulwa, ungakwazi ukuhlela umkhankaso wakho ukuze uthole ukuguqulwa okwengeziwe.

Kubuye kuhlaziywe kakhulu, okusho ukuthi isabelomali sakho singakhula njengoba ibhizinisi lakho likhula. Ungakwazi ngisho nokwandisa isabelomali sakho uma uthola umkhankaso wesikhangiso onenzuzo. Lokhu kuzoholela enzuzweni eyengeziwe kanye nemikhondo. I-AdWords iyindlela esheshayo nesebenzayo yokuheha ithrafikhi yekhwalithi kuwebhusayithi yakho. Ungakha izikhangiso ezidonsa amehlo eziguqula kahle. Ungakwazi futhi ukunciphisa izindleko zezikhangiso zakho ngokugxila kumagama angukhiye angemahle.

Ivumela amabhizinisi ukuthi athuthukise amabhidi ukuze akhulise ukuguqulwa

Inketho yokubhida ye-CPC Ethuthukisiwe ku-Adwords isiza amabhizinisi akhulise amathuba okuguqulwa. Lolu hlobo lwebhidi luphakamisa ibhidi kaningi futhi luhlose ukukhulisa i-CTR, CVR, kanye ne-CPC yegama elingukhiye ngalinye. Iphinde izame ukuthuthukisa zonke izindleko ngokuchofoza ngakunye. Kungcono ukusebenzisa lolu hlobo lwebhidi uma ufuna ukwandisa ukuguqulwa kwakho.

Isu lebhidi ye-Maxime Conversions livumela amabhizinisi ukuthi athuthukise amabhidi awo ukuze akhulise ukuguqulwa ngaphandle kokusebenzisa imali engaphezu kwalokho abakwazi ukuyikhokhela.. Leli su lifanele amabhizinisi e-ecommerce amancane kuya kwaphakathi nendawo angenaso isabelomali esikhulu. Ngokuphakamisa amabhidi, amabhizinisi angafinyelela izikhundla eziphezulu zesikhangiso emiphumeleni yosesho.

Ukuze uthuthukise amabhidi akho ukuze uthuthukise ukuguqulwa, kufanele ube nokulandela ukuguqulwa ku-Adwords. Ekuqaleni, izindleko zakho ngokutholwayo ngakunye zizoba phezulu, kodwa ngokuhamba kwesikhathi, izindleko zokuguqulwa ngakunye zizokwehla. Uma ungakwazi ukunquma ukuthi ukuguqulwa kubiza malini, lelisu lingaba lukhuni kancane.

I-Smart Bidding isici esisebenzisa ukufunda komshini ukuze kuthuthukiswe amabhidi ukuze kwandiswe ukuguqulwa. I-Google ihlaziya amasignali edatha oseshweni ngalunye futhi yandise noma yehlise ibhidi yakho ngokusekelwe emandleni okuguqulwa.. Amabhidi aphezulu asethelwe abaseshi okungenzeka ukuthi bathenge. Nokho, I-Google futhi idinga ukuthi ulandelele ukuguqulwa kwakho. Ngokwesibonelo, I-Google incoma ukuthi ube nakho okungenani 30 ukuguqulwa esikhathini esedlule 30 izinsuku ngaphambi kokuthi usebenzise i-Target CPA kanye ne-Target ROAS.

Ukuze ukwandise umthelela we-Adwords, kufanele ukhethe amagama angukhiye ahlobene eduze nemikhiqizo yakho. Okokuqala, hlaziya amagama angukhiye isayithi lakho eliwasebenzisa njalo. Amagama angukhiye ahlobene nebhizinisi lakho azokhiqiza ukuchofoza okuningi nemikhondo. Olandelayo, thola ukuthi i-Google ifana eduze kangakanani namagama akho angukhiye. Kunezinhlobo ezine ezahlukene zomdlalo: ngqo, umusho, ebanzi, kanye nokukhomba kabusha.

Ucwaningo lwamagama angukhiye

Ucwaningo lwamagama angukhiye luyinqubo yokuthola amagama angukhiye anenzuzo kakhulu ezikhangisweni zakho. Inikeza ukuqonda kokuthi izethameli zakho ozihlosile zifunani ku-inthanethi futhi ingakusiza wenze isu lokuqukethwe nohlelo lokumaketha. Amagama angukhiye asetshenziswa abantu ukubheka ulwazi, izimpahla, namasevisi kuwebhu. Ngokubeka okuqukethwe kwakho phambi kwalaba basebenzisi, uzothuthukisa amathuba akho okuzuza ukuthengisa.

Ingxenye ebalulekile yocwaningo lwamagama angukhiye ihlaziya imiqulu yosesho. Lokhu kwenziwa ngokufaka igama elingukhiye enjinini yokusesha bese ubheka imiphumela. Ngaphezu kwalokho, kufanele ucwaninge amagama okusesha afanayo. Ngamanye amazwi, uma amakhasimende akho efuna imishini ye-spy, ungase ufune ukukhomba lokho kusesha.

Ufuna nokwazi izimbangi zakho. Uma uthengisa umkhiqizo noma isevisi ku-inthanethi, ungazikhomba ngezikhangiso zokuthenga kanye namakhasi okubikezela alungiselelwe ukuguqulwa. Kodwa uma umkhiqizo noma isevisi yakho ingeyasendaweni, kufanele ugxile kumagama angukhiye endawo esikhundleni sawomhlaba jikelele. Ukwenza lokhu, ungasebenzisa ithuluzi lokucwaninga lamagama angukhiye ukuze ubone amagama angukhiye angcono kakhulu.

Ucwaningo lwamagama angukhiye luyingxenye ebalulekile ye-SEO. Ngokwenza ucwaningo, ungathola amagama angukhiye afaneleka kakhulu ezikhangisweni zakho. Ngokukhetha amagama angukhiye alungile, uzokonga isikhathi nemali. Ngaphezu kwalokho, kuzokusiza ukuthi udale okuqukethwe okufanele izethameli zakho. Ungathola amagama angukhiye afaneleka kakhulu usebenzisa amathuluzi afana ne-Google’s keyword planner. Leli thuluzi likusiza ukuthi ugade amathrendi ngesikhathi sangempela futhi unqume ukuthi bangaki abantu abasesha amagama angukhiye athile. Ngaphezu kwalokho, ikunikeza uhlu lwemisho enevolumu yokusesha ephezulu, ezithrendayo futhi ezikhulayo ngokuduma.

Ucwaningo lwamagama angukhiye lubalulekile empumelelweni yomkhankaso we-Adwords. Kukusiza ukuthi unqume amagama angukhiye angcono kakhulu azokhuphula ithrafikhi kuwebhusayithi yakho. Uma usuwazi ukuthi yimaphi amagama angukhiye aqondiswe kakhulu, ungakha umkhankaso wesikhangiso eduze kwabo. Futhi ungenza izikhangiso zakho ziqondiswe kakhulu ngokukhomba imakethe encane eqondiwe.

Amagama angukhiye asebenza kahle kakhulu azohlobana kakhulu nomkhiqizo wakho futhi abe nokuncintisana okuphansi. Ngokukhetha amagama angukhiye anomsila omude, ungakwazi ukwandisa amathuba okufinyelela izethameli zakho ezihlosiwe futhi uthengise imikhiqizo ngenzuzo. Ngaphezu kocwaningo lwegama elingukhiye, ungasebenzisa umhleli wegama elingukhiye le-Google ukuze uthole amagama angukhiye adume kakhulu nemishwana yezikhangiso zakho. Ithuluzi futhi lihlinzeka ngamagama angukhiye ahlobene, okuzokusiza ukuthi unqume isu lebhidi.

Ukubhida ngamagama angukhiye

Ukubhida ngamagama angukhiye kuyindlela enamandla yokuthuthukisa ukusebenza komkhankaso wakho wesikhangiso. Ikuvumela ukuthi uqondise izethameli zakho ngokunembe kakhudlwana futhi ube ne-CPC ephezulu. Ngomkhankaso wesikhangiso oyimpumelelo, udinga ukukhetha ngokucophelela amagama angukhiye ofuna ukuwakhangisa. Inani eliphakeme kakhulu lama-CPC, ngcono amathuba akho okukleliswa phezulu ngezinjini zokusesha.

Ungakwazi ukulungisa ngokwakho ibhidi yakho noma usebenzise ithuluzi lokubhida elizenzakalelayo. Ngenkathi lokhu kwakamuva kungathatha isikhathi eside, inikeza ukulawula okuyimbudumbudu futhi iqinisekisa ukuthi izinguquko zenziwa ngokushesha. Nokho, amathuluzi okubhida okuzenzakalelayo awaluleki kuma-akhawunti amakhulu ngoba kunzima ukuqapha imiphumela futhi kukhawulela ikhono lakho lokubuka “isithombe esikhulu.” Ukubhida mathupha kukuvumela ukuthi uqaphe amagama akho angukhiye ngesisekelo segama elingukhiye ngalinye, ngaphandle kokubeka engcupheni isabelomali sakho sesikhangiso.

Ungasebenzisa futhi ithuluzi lokulandelela ukuguqulwa kwegama elingukhiye le-Google ukuze unqume ukusebenza komkhankaso wegama elingukhiye. Leli thuluzi likunikeza imibiko eqhathanisa izindleko ngokuchofoza ngakunye nezinguqulo. Ngale datha, ungalungisa izindleko eziphezulu ngokuchofoza ngakunye ukuze wandise inzuzo yakho. Leli thuluzi lizokwazisa nokuthi ngabe usebenzisa imali eningi kugama elingukhiye elithile.

Ungakwazi futhi ukusetha uhlobo lokufanisa lwegama elingukhiye. Uhlobo lokufanisa oluzenzakalelayo lubanzi, okusho ukuthi isikhangiso sakho sizovela kunoma yimiphi imiphumela yosesho yalelo gama elingukhiye. Lokhu kungaholela enanini eliphezulu lokuvelayo, kodwa futhi kungabangela izindleko eziphezulu. Ungasebenzisa nezinye izinhlobo zokufanisa, njenge-Prase Match, Ukufana Okuqondile, noma I-Negative Match.

Ungakwazi futhi ukusetha ibhidi yakho enkulu ye-CPC eqenjini lesikhangiso nakuleveli yamagama angukhiye. Abakhangisi abaningi baqala ngebhidi enkulu ye-CPC engu-US$1. Nokho, ungase futhi usethe ibhidi enkulu ye-CPC yamagama angukhiye angawodwana ngokusebenzisa ithuluzi elifana nokuthi Khulisa Ukuchofoza.

Enye into okufanele icatshangelwe lapho ubhida amagama angukhiye ku-Adwords Ikhwalithi Yekhwalithi. Umphumela Wekhwalithi ephezulu usho ukuthi isikhangiso sakho sihambisana kakhulu nombuzo wosesho. I-Google izonikeza izinga eliphezulu ezikhangisweni ezinemiphumela Yekhwalithi ephezulu.

Ukukhomba kabusha

Ukuphinda uqondise nge-Adwords kuyindlela enhle yokuxhumana namakhasimende akhona futhi uhehe amasha. Kubandakanya ukubeka omaka be-Script kuwebhusayithi yakho okuzokwenza kube lula ngawe ukuthi ufinyelele izethameli zakho kwamanye amawebhusayithi.. I-Google ikuvumela ukuthi uhlukanise izethameli zakho ngokusekelwe emikhiqizweni noma amasevisi ezibukwe kusayithi lakho. Ngokwenza kanjalo, uzokwazi ukubonisa izikhangiso eziqondiswe kakhulu kulabo bantu.

Izikhangiso eziqondiswe kabusha zizovela esikrinini sekhompyutha yomuntu ngemva kokubuka ikhasi elithile. Ngokwesibonelo, umuntu oke waya ekhasini lasekhaya lewebhusayithi yakho uzoboniswa isikhangiso esingokwezifiso semikhiqizo efanayo. Izikhangiso ziyabonakala nakubantu abafuna ibhizinisi lakho ku-Google Search.

Uma umusha ekukhangiseni, I-Adwords iyindawo enhle yokuqala. Leli thuluzi elinamandla likuvumela ukuthi ubonise izikhangiso kumakhasimende adlule njengoba ephequlula amawebhusayithi ahlukahlukene, bonisa amasayithi enethiwekhi, izinhlelo zokusebenza zeselula, namavidiyo e-YouTube. Lokhu kukuvumela ukuthi uphinde uhlanganyele namakhasimende akhona futhi ukhuphule amanani akho okuguqulwa.

Izindleko ngokuchofoza ngakunye

Uma usebenzisa i-Google Adwords yebhizinisi lakho, kufanele unqume izindleko ezifanele ngokuchofoza ngakunye. Lezi zindleko zincike emkhiqizweni wakho, imboni, kanye nemakethe eqondiwe. Nokho, kufanele ugcine engqondweni ukuthi izindleko ezimaphakathi ngokuchofoza ngakunye $269 ukukhangisa ukusesha kanye $0,63 ukukhangisa. Izindleko ngokuchofoza ngakunye nazo zithintwa yikhwalithi yemiphumela yesikhangiso sakho, ibhidi, kanye nokuncintisana.

Ithuluzi lamagama angukhiye le-Google likukhombisa i-CPC emaphakathi yamagama angukhiye asetshenziswa kakhulu. Kulula ukuqhathanisa ama-CPCs wamagama angukhiye ukuze ubone ukuthi iyiphi ezoletha imbuyiselo engcono kakhulu. I-Google ithi le kholomu entsha izonemba kakhulu kuneThuluzi lamagama angukhiye langaphambilini, kodwa lokhu kuzoholela kumanani ahluke kancane kuwo womabili amathuluzi.

Izindleko ngokuchofoza ngakunye imodeli yentengo yokukhangisa lapho umkhangisi ekhokhela umshicileli ngokuchofoza ngakunye esikhangisweni.. Lokhu kwenza kube lula kubakhangisi ukuxhuma utshalomali lwabo lokukhangisa ku-ROI. Izindleko ngokuchofoza ngakunye imodeli ingenye yezindlela ezidume kakhulu zokukhangisa ku-inthanethi. Isiza abadayisi banqume izindleko ezifanele ngokuchofoza ngakunye ngokusebenzisa amasu ahlukahlukene wokubhida. Umgomo uwukukhulisa inombolo yokuchofoza ngezindleko eziphansi kakhulu. Ngokwesibonelo, Isitolo sezimpahla esincane singasebenzisa isikhangiso se-CPC ku-Facebook ukukhangisa ingubo entsha. Uma umsebenzisi eskrola wadlula isikhangiso, umthengisi ngeke akhokhe umkhangisi.

Phakathi kwezinto eziningi ezithinta izindleko ngokuchofoza ngakunye, intengo yomkhiqizo iyona ebaluleke kakhulu. Intengo yomkhiqizo iphezulu, ziphakeme izindleko ngokuchofoza ngakunye. Kwezinye izimo, i-CPC ephakeme ingcono ebhizinisini lakho. Ngokwesibonelo, uma uthengisa izingubo, izindleko ngokuchofoza ngakunye kwehembe zingaba phezulu kunezindleko zehembe.

Kunamamodeli amabili wezindleko zokuchofoza ngakunye asetshenziswa ne-Google AdWords. Enye ibizwa nge-Fixed CPC, futhi kusho ukubambisana phakathi komkhangisi nomshicileli. Le modeli ivumela abakhangisi ukuthi bahlele ibhidi yabo ephezulu ngokuchofoza ngakunye, futhi kwandisa amathuba abo okufika endaweni enhle yesikhangiso.

I-Adwords ingenye yezindlela ezidume kakhulu futhi ezinenzuzo zokumaketha ku-inthanethi. Ungafinyelela izethameli eziningi ngosizo lwe-Adwords. Inkundla yeGoogle isineminyaka cishe engamashumi amabili ikhona. Ngokocwaningo, abathengisi benza i-ROI ye $116 izigidigidi ngonyaka endaweni yesikhulumi, futhi bahola isilinganiso $8 ngedola ngalinye abalichitha endaweni yesikhulumi.

Izindleko

Uma unquma ukusebenzisa i-Google AdWords emkhankasweni wakho wokumaketha, kufanele uqaphele izindleko zegama elingukhiye ngalinye. Lokhu kuzokusiza ukuthi uhlale ngaphakathi kwesabelomali sakho, futhi izokunikeza nombono wamathrendi athuthukayo ngezindleko ze-AdWords. Ukuze uthole umbono wezindleko zegama elingukhiye, bheka amagama ayo angukhiye ayishumi aphezulu abiza kakhulu e-AdWords.

Izindleko ze-AdWords ziyahlukahluka ngokuya ngegama elingukhiye nezimboni. Kodwa ngokujwayelekile, isilinganiso sezindleko ngokuchofoza ngakunye cishe $2.32 kunethiwekhi yokusesha kanye $0.58 kunethiwekhi yesibonisi. Ukuhlukaniswa okuningiliziwe kwamamethrikhi e-AdWords kuyatholakala kuwebhusayithi ye-Google. Umphumela Wekhwalithi wegama elingukhiye ngalinye lithinta ukusebenza kahle kwezindleko zalo, ngakho-ke ukuqiniseka ukuthi isikhangiso sakho sinekhwalithi ephezulu kuzokongela imali futhi wenze isikhangiso sakho sibonwe abasebenzisi abaningi.

Ukusebenzisa ithuluzi lokuhlela amagama angukhiye kungakusiza ukulinganisa izindleko zamagama angukhiye ebhizinisi lakho. Leli ithuluzi lamahhala elinikezwe Izikhangiso ze-Google elizokuvumela ukuthi ucabange ngemibandela ehlukene ehlobene nebhizinisi lakho futhi uthole ukuthi ziyini izindleko zento ngayinye.. Uma ungaqiniseki ukuthi yimaphi amagama angukhiye ongawakhetha, sebenzisa i-Google's keyword planner ukuze uthole ukuthi yimaphi amagama okusesha izethameli zakho eziwafunayo.

Izindleko ze-AdWords zincike ekutheni kungakanani ukuchofoza ofisa ukukuzuza. Ngokwesibonelo, kungase kudingeke ukhokhele amagama angukhiye angadumile kakhulu kunamanye, kodwa lawa magama angukhiye azokwandisa inzuzo yakho. Ungakwazi ukulawula i-CPC yakho ngokusetha isabelomali sansuku zonke esiphezulu.

Amagama angukhiye

Uma uqhuba umkhankaso usebenzisa i-Google Adwords, udinga ukwazi ukuthi ungawakhetha kanjani amagama angukhiye afanele ebhizinisi lakho. Umgomo uwukuheha ukuchofoza okufanelekayo esikhangisweni sakho futhi ugcine izindleko zakho zokuchofoza ziphansi ngangokunokwenzeka. Amagama angukhiye anevolumu ephezulu aletha ithrafikhi eyengeziwe, kodwa futhi ziyaqhudelana futhi zibiza kakhulu. Ukudala ibhalansi efanele phakathi kwevolumu nezindleko kuwubuciko nesayensi.

Enye yezindlela ezinhle kakhulu zokwenza lokhu ukusebenzisa i-Google's keyword planner. Leli thuluzi lizokubonisa inombolo yokusesha kwegama elingukhiye elithile, kanye nezindleko ngokuchofoza ngakunye kanye nokuncintisana kwalelo gama elingukhiye. Leli thuluzi lizophinde likubonise amagama angukhiye afanayo nemisho esetshenziswa izimbangi zakho.

Uma usuwazi amagama angukhiye azoheha izivakashi eziningi, ungathuthukisa iwebhusayithi yakho ukuze ubahehe. Amagama angukhiye alungile azokhuphula amazinga akho okuguqulwa, yehlisa izindleko zakho ngokuchofoza ngakunye, futhi ushayele ithrafikhi eyengeziwe kusayithi lakho. Lokhu kuzoholela ezindlekweni zokukhangisa eziphansi kanye nenzuzo ephezulu ekutshalweni kwezimali. Ungasebenzisa futhi ithuluzi lamagama angukhiye ukuze uqhamuke nemibono yokuthunyelwe kwebhulogi nokuqukethwe.

Enye yezindlela ezingcono kakhulu zokuthola amagama angukhiye alungile ukusebenzisa ukufanisa imisho nokufanisa ncamashi. Amagama angukhiye wokufanisa imisho anikeza abakhangisi ukulawula okukhulu ekusebenziseni kwabo imali. Lezi zikhangiso zizovela kusesho olunamagama womabili embuzweni ofanayo.

Ukubhida

Ukubhida ku-Adwords kungenye yezinto ezibaluleke kakhulu zomkhankaso we-AdWords. Umgomo uwukwandisa ukuchofoza, ukuguqulwa, kanye nembuyiselo ekusetshenzisweni kwezikhangiso. Kunezindlela ezahlukene zokubhida, ngokusekelwe kuzithameli zakho ezihlosiwe kanye nesabelomali sakho. Izindleko ngokuchofoza ngakunye (CPC) wuhlobo oluvame kakhulu lokubhida, futhi isebenza kangcono kumawebhusayithi adinga ukuheha izinhlobo ezithile zezivakashi. Nokho, ayisebenzi kahle kumawebhusayithi adinga ukukhiqiza inani elikhulu lethrafikhi yansuku zonke. Ukubhida kwe-CPM kusetshenziselwa izikhangiso ezivela kumawebhusayithi ahlobene nemikhiqizo noma amasevisi athuthukiswayo kusayithi..

Ngaphandle kokubiza amagama angukhiye, kufanele futhi unake ukuthi izimbangi zakho zivela kangaki emiphumeleni yosesho. Ngokuhlaziya ukuthi zingakanani izikhangiso zabo ezivela ku-SERP, ungathola ukuthi ungagqama kanjani emncintiswaneni. Ngaphezu kwalokho, ungaphinda uhlole lapho izimbangi zakho zivela khona futhi uthole ukwabelana kwabo okuvelayo.

Imikhankaso ye-Smart AdWords ihlukanisa ukubhida kwayo ngokwehlukile “amaqembu ezikhangiso” futhi zihlole ngokwehlukana. I-Smart Bidding isebenzisa izinqubo ezihamba phambili ukusuka emikhankasweni yakho edlule ukuya kumkhankaso wakho omusha. Izobheka amaphethini phakathi kwezikhangiso futhi yenze ukulungiselelwa ngokusekelwe kudatha eyiqoqayo. Ukuze uqalise, ungafunda umhlahlandlela we-Google wokuthi ungayisebenzisa kanjani le ndlela.

Isikolo sekhwalithi

Uma usebenzisa i-Google Adwords ukukhuthaza iwebhusayithi yakho, kubalulekile ukuqonda ukubaluleka Komphumela Wekhwalithi. Le nombolo izonquma indawo nezindleko zesikhangiso sakho. Uma unokuqukethwe kwekhwalithi ephezulu ekhasini lakho lokubikezela kanye nezikhangiso ezifanele, uzothola Ikhwalithi Yekhwalithi ephezulu. Lokhu kuzokusiza ukuthi uthole isikhundla esingcono kanye ne-CPC ephansi.

Isikolo sekhwalithi ye-AdWords sibalwa ngezici ezimbalwa. Lokhu kubandakanya amagama angukhiye owakhethayo kanye nesikhangiso ngokwaso. Isikolo sikunikeza umbono wokuthi umkhankaso wakho usebenza kanjani. Amaphuzu aphezulu asho ukuthi ungakwazi ukwedlula amathenda aphezulu ngaphandle kokuthi ukhokhele kakhulu izikhangiso zakho. Iphinde iqinisekise ukuthi izikhangiso ozibekayo azixhumi kumawebhusayithi angahambisani nokuqukethwe kwesayithi lakho..

Isikolo sekhwalithi ephansi sizokubiza imali eyengeziwe. Isikolo sekhwalithi sisekelwe kudatha yomlando, ngakho awukwazi ukulindela ukuthi iphelele, kodwa ungayithuthukisa ngokuhamba kwesikhathi. Ngokwesibonelo, ungashintsha amagama angukhiye aphikisayo kukhophi yakho yesikhangiso. Kungenjalo, ungamisa isikhashana lezo zikhangiso ezine-CTR ephansi futhi uzishintshe ufake ezinye.

Ukuze ukhulise Ikhwalithi yakho Yomphumela, kufanele ulungiselele ikhasi lakho lokubikezela kanye namagama angukhiye. Isikhangiso sakho kufanele siqukathe amagama angukhiye ahambisana nokuqukethwe kwekhasi. Kubalulekile futhi ukuthuthukisa ikhophi yesikhangiso. Kufanele lifane negama elingukhiye futhi libe nombhalo ohlobene olizungezile. Ngokwenza kanjalo, uzothuthukisa isikolo sakho Sekhwalithi ku-Google Adwords.

Izandiso zesikhangiso

Izandiso zesikhangiso izindlela ezinhle zokwengeza ulwazi olwengeziwe esikhangisweni sakho. Esikhundleni sokuvele ubonise inombolo yakho yocingo, ungafaka ulwazi olwengeziwe njengezixhumanisi zewebhusayithi. Kubalulekile ukusebenzisa lezi zandiso zesikhangiso ngendlela ehambisana nengxenye yokuqala yesikhangiso sakho. Ngokuhlanganisa lezi zandiso zesikhangiso esikhangisweni sakho, uzokwazi ukufinyelela amakhasimende amaningi angaba khona.

Kunezinhlobo ezimbili zezandiso zesikhangiso: okwenziwa ngesandla kanye nokuzenzakalelayo. Ngenkathi izandiso ezenziwa mathupha zidinga ukusethwa mathupha, izandiso ezizenzakalelayo zingasetshenziswa ngokuzenzakalelayo yi-Google. Zombili izinhlobo zingangezwa emikhankasweni, amaqembu ezikhangiso, kanye nama-akhawunti. Ungacacisa ngisho nesikhathi sosuku izandiso zakho ezizosebenza ngazo. Vele uqiniseke ukuthi usetha isikhathi sokuthi ziboniswe, njengoba ungafuni abantu bashayele isikhangiso sakho ngezikhathi zomsebenzi.

Izandiso zesikhangiso zingasiza futhi ukuthuthukisa ikhwalithi yakho yokuhola. Basiza ukuzifanelekela abangaba amakhasimende, okwehlisa izindleko zakho ngomthofu ngamunye. Ngaphezu kwalokho, basiza isikhangiso sakho ukuthi sithole izinga elingcono enjinini yokusesha. I-Google isebenzisa izici ezimbalwa ukuze inqume indawo yesikhangiso emiphumeleni yosesho.

Ama-Sitelink nawo awuhlobo lwesandiso sesikhangiso. Avela kumugqa owodwa kuya kwemibili ngaphansi kwesikhangiso sakho futhi angafaka incazelo emfushane. Lezi zandiso zingaba usizo ekwandiseni amanani okuchofoza, kodwa kufanele isetshenziswe ngokuzibophezela.

Izinga lokuchofoza

Izinga lokuchofoza lemikhankaso ye-Adwords isilinganiso senani labantu abachofoza esikhangisweni. Lesi sibalo sisetshenziselwa ukwahlulela ukuthi umkhankaso wesikhangiso usebenza kanjani. Izinga eliphezulu lokuchofoza lizokwandisa amathuba akho okuguqulwa. Ukusebenzisa amagama angukhiye ahambisana nemikhiqizo namasevisi akho kuzothuthukisa ukusebenza kahle kwesikhangiso sakho.

Izinga lokuchofoza libalwa ngokuhlukanisa inombolo yokuchofoza ngenani lokuvelayo. Ngokuvamile, izikhangiso ezikhiqiza izinga eliphezulu lokuchofoza ziqondiswe kumikhiqizo namasevisi anenani eliphezulu. Nokho, izitolo eziku-inthanethi ngokuvamile zizoba nama-CTR aphansi. Ukwandisa i-CTR yakho kuzokusiza ukuthi uthuthukise i-ROI yakho ngokukhomba ikhasimende lakho elifanelekile.

I-CTR ekhuphukile ilingana nemali engenayo ekhuphukile kanye nokuguqulwa okukhuphukile. Iziteshi ze-PPC zikhiqiza ithrafikhi eqhutshwa inhloso kakhulu kuneminye imithombo yethrafikhi. Nokho, izinga lokuchofoza lesikhangiso esithile lingathinta ukuguqulwa kanye nemali engenayo. Ngenxa yalokho, kubalulekile ukugada njalo i-CTR yakho futhi wenze ama-tweaks njengoba kudingeka.

Izinga lokuchofoza lezikhangiso eziboniswayo liphansi kunalelo lezikhangiso zosesho. Lokhu kungenxa yokuthi abantu ngokuvamile abachofozi izikhangiso eziboniswayo ngoba besaba amagciwane noma okunye ukuhlaselwa. Izinga lokuchofoza kwesikhangiso esibonisiwe ngokuvamile liseduze 0.35%. Ungathola lolu lwazi ezibalweni zesikhangiso.

I-AdWords iyindlela enhle yokuthuthukisa inkampani yakho ye-SaaS. Ungakha isikhangiso samahhala emizuzwini embalwa, ihambise ukuze ibuyekezwe, futhi uphile phakathi nezinsuku. Ungakwazi futhi ukuqasha i-ejensi ye-PPC eqeqeshiwe ukuze ikusize uthuthukise umkhankaso wesikhangiso oklanyelwe ukuthuthukisa ukukhula. I-Directive ingakusiza ngalokhu, futhi ingakunikeza isiphakamiso samahhala. Kungenjalo, ungajoyina umphakathi wamahhala wabathengisi be-SaaS ababizwa ngeSociety.

Ucwaningo lwamagama angukhiye

Lapho ucwaninga amagama angukhiye emikhankaso ye-AdWords, esinye sezici ezibaluleke kakhulu inhloso. Ufuna ukusebenzisa Izikhangiso ze-Google ukuze uqondise kubasebenzisi abafuna ngenkuthalo izixazululo zezinkinga zabo. Nokho, abanye abantu bangahle baphequlule iwebhu ukuze bathole ulwazi noma bafune imfundo. Lapho ukhetha amagama akho angukhiye, cabangela inhlanganisela yamagama evolumu ephansi kanye nevolumu ephezulu.

Ngaphezu kocwaningo lwamagama angukhiye lwangaphakathi, udinga ukucwaninga amagama angukhiye angaphandle futhi. Layisha uhlu lwakho lwamagama angukhiye ku-Google Keyword Planner ukuze ubone ukuthi usesho luni. Ungaphinda uhlole Amathrendi e-Google ukuze uthole inani legama elingukhiye ngalinye. Uma ithola ithrafikhi inyanga nenyanga, kungenzeka ukuthi uyisebenzise kumkhankaso wakho we-Adwords.

Ucwaningo lwamagama angukhiye luyingxenye ebalulekile yokumaketha kwe-organic search. Kukusiza ukuthi uqonde izethameli ozihlosile futhi ikunikeze ulwazi olubalulekile. Ukuze uthole okuningi ocwaningweni lwamagama angukhiye, udinga ukuba namathuluzi afanele kanye nengqondo. Kunamathuluzi amaningana wamahhala okucwaninga amagama angukhiye, kodwa cishe uzofuna ukukhokha kancane ukuze uthole ithuluzi elithuthuke kakhulu.

Ucwaningo lwamagama angukhiye emikhankaso ye-Adwords kufanele luqale ekuqaleni kwenqubo yokuhlela. Ukwenza kanjalo kuzokusiza ukuthi ubeke okulindelwe okungokoqobo ngezindleko, futhi unikeze umkhankaso wakho ithuba elingcono kakhulu lempumelelo. Qiniseka ukuthi wenza ucwaningo lwakho ngokucophelela, njengoba ukukhethwa kwegama elingukhiye okungalungile kungaholela kumkhankaso ongaphumelelanga kanye namathuba okuthengisa aphuthelwe.

Uhlu lwamagama angukhiye kufanele lugcwaliswe ngamagama nemisho echaza ibhizinisi lakho. Uma usukhombe imigomo nemisho echaza ibhizinisi lakho, ungasebenzisa ithuluzi lokucwaninga igama elingukhiye ukuze ukhethe amagama angukhiye wamasu akho okuthengisa ku-inthanethi. Inhloso yocwaningo lwegama elingukhiye ukudala okuvelayo okuqinile phakathi kwabantu okungenzeka babe nentshisekelo kumkhiqizo wakho noma iminikelo yesevisi.

Izinketho zokubhida

I-Google inezinketho eziningi zokubhida ze-Adwords, futhi ongcono kakhulu womkhankaso wakho othile ungahluka kuye ngesabelomali sakho. Ungakwazi ukwandisa noma ukunciphisa i-CPC yakho enkulu ngokufika 30%, kuye ngokuncintisana kanye nohlobo lokusesha. Lolu hlobo lokubhida lutholakala kuphela Kunethiwekhi Yokubonisa ye-Google kanye Nenethiwekhi Yokusesha.

Ukubhida mathupha kuyinketho yabakhangisi abanesabelomali esilinganiselwe, noma abafuna ukugxila ekuqwashiseni umkhiqizo. Le nketho ikusiza ukuthi ukhulise ukuvezwa komkhiqizo nokuguqulwa. Nokho, kudla isikhathi esiningi futhi akuphumelelanga njengokubhida okuzenzakalelayo. Uma ufuna ukukhulisa ulwazi lomkhiqizo, ungasebenzisa ukubhida kwezindleko ngokuchofoza ngakunye.

Indlela yokubhida ezenzakalelayo i-Broad Match, okubonisa izikhangiso zakho kubasebenzisi abafuna igama lakho elingukhiye. Nokho, ungaphinda ukhethe ukubhida ngemibandela enebhrendi, okungamagama ezinkampani noma imikhiqizo ehlukile kuzo. Nokho, le ndlela ingabiza kakhulu. Abadayisi abaningi bayaphikisana ngokuthi babhide ngemibandela enegama noma cha.

Ukubhida kwe-Adwords kubalulekile, kodwa kufanele ucabangele i-ROI yakho kanye nenani olungele ukulisebenzisa. Uma ibhajethi yakho iphansi kakhulu, ngeke uthole ukuchofoza okuningi ngendlela ongathanda ngayo. Kuzodingeka futhi ukuthi ulinde uze ube nemali eyengeziwe yokwandisa umkhankaso wakho. Futhi, kubalulekile ukugcina ithrekhi yezitayela. Eminye imikhiqizo kungenzeka idayiswe ngezikhathi ezithile zonyaka, ngakho-ke kufanele unake lezi zindlela lapho uthatha isinqumo ngesabelomali sakho.

I-Google isebenzisa amasiginali ukunquma ibhidi efaneleke kakhulu yegama elingukhiye elinikeziwe. Lezi zimpawu zingabandakanya izinto ezifana nesimo sezulu, ukuvakasha kwesayithi kwangaphambilini, kanye nesithakazelo. Iphinde icabangele ezinye izici ezithinta izinga lokuguqulwa, njengendawo.

Izindleko ngokuchofoza ngakunye

Izindleko ngokuchofoza ngakunye noma i-CPC yinani olikhokhelayo kuso sonke isikhangiso esichofozwayo. Kuyahlukahluka kuye ngohlobo lwemboni kanye negama elingukhiye oliqondise. Ngokwesibonelo, embonini yezokwelapha, i-CPC $2.32, kuyilapho umkhiqizo ofanayo wezinkonzo zezimonyo ungase ubize nxazonke $4. Nokho, kufanele uhlose ukuthola i-CPC ngezansi $2.73 ukuheha amakhasimende amaningi angaba khona. Ungasebenzisa ithuluzi lamahhala elibizwa nge-Wordstream ukuze uqhathanise i-CPC nezinye izikhangiso ze-Adwords. Bese, ungasebenzela ukwenza izikhangiso zakho zisebenze kangcono.

I-CPC ye-Adwords incike ezintweni ezintathu eziyinhloko: ikhwalithi yamagama angukhiye, umbhalo wesikhangiso, kanye nekhasi lokufika. Ngokwazi lezi zici ezintathu, ungakwazi ukuthuthukisa umkhankaso wakho ukuze uthole i-ROI ephezulu. Okubhalwe ngezansi amanye amathiphu azokusiza ukuthi uthole i-ROI eningi emkhankasweni wakho we-Adwords.

Ngenkathi ungakwazi ukunciphisa i-CPC ngamathiphu e-PPC, kufanele ngaso sonke isikhathi ucabangele isikolo sekhwalithi yezikhangiso zakho. Isikolo sekhwalithi ephezulu sizokulethela ukuchofoza okwengeziwe kubhajethi yakho, okungaba yinzuzo ebhizinisini lakho. Ngaphezu kwalokho, izophinde ikulethele imayela eliningi lomkhiqizo kanye nokuchayeka kwamahhala. Isikolo sekhwalithi ephezulu siyingxenye ebalulekile yesu lakho le-PPC.

Kufanele futhi wazi ukuthi ungayibala kanjani i-CPC. Le metric ibalulekile ukuze usebenzise kahle isabelomali sakho sokumaketha. I-CPC emaphakathi iyahlukahluka kumkhangisi kuya kumkhangisi, kodwa yizindleko ozikhokhayo ngokuchofoza ngakunye. I-CPC emaphakathi yizindleko ezimaphakathi zakho konke ukuchofoza okuhlukaniswa ngenani lokuchofoza. Nokho, kufanele wazi ukuthi i-CPC yangempela izohluka.

Kungcono ukulinganisa i-CPC yakho ne-Target ROI yakho ukuze usethe isabelomali esifanele semikhankaso yakho ye-Adwords. Ngokuqhathanisa imali engenayo evela ezikhangisweni zakho ezikhokhelwayo nezindleko zezikhangiso zakho, uzokwazi ukubona ukuthi yiziphi izinhlobo zezikhangiso ezingenisa imali eningi yebhizinisi lakho. Lokhu kuzokusiza futhi ukuthi ulungise isabelomali sakho sokumaketha ukuze uthole izinhlobo zezikhangiso ezenza kahle.

Isikolo sekhwalithi

Isikolo sekhwalithi siyingxenye ebalulekile ye-AdWords futhi sisekelwe enombolweni esuka kuyo 0-10. Amaphuzu aphezulu asho ukuthi isikhangiso sisezingeni eliphezulu. Kungenzeka futhi ukuthi uthole izinga elihle le-SERP futhi uhehe ithrafikhi yekhwalithi ephezulu nokuguqulwa. Kunezici ezimbalwa ezithinta amaphuzu, kodwa okubaluleke kakhulu kuzo yi-CTR, noma izinga lokuchofoza.

Ukusebenzisa ikhophi yesikhangiso yekhwalithi ephezulu kubalulekile ekuthuthukiseni Umphumela Wekhwalithi. Kufanele ifane namagama angukhiye asetshenzisiwe futhi izungezwe umbhalo ofanele. Ukuhambisana kungenye into ebalulekile ekuthuthukiseni Umphumela Wekhwalithi. Ukuhlola Kuqala Kwesikhangiso Se-Google kanye Nethuluzi Lokuxilonga lingakusiza ulungiselele zonke lezi zici.

Nakuba i-Adwords Quality Score isekelwe kudatha yomlando, ungayithuthukisa ngokuhamba kwesikhathi. Ungabona kuphela inani lemizamo yakho uma unethrafikhi eyanele nedatha. Akuyona isayensi ephelele. Ngokwenza izinguquko ezincane ekhophini yesikhangiso sakho, ungathuthukisa Isikolo sakho Sekhwalithi.

I-AdWords Quality Score iyimethrikhi enquma ukuhambisana kwesikhangiso sakho kanye nenani lebhidi yakho. Umphumela Wekhwalithi ephezulu uzothuthukisa izinga lesikhangiso sakho futhi wehlise i-CPC yakho. Izophinde ithuthukise i-ROI yakho. Le metric ikalwa esikalini esisodwa kuya kweshumi.

Isikolo sekhwalithi yezikhangiso ze-Adwords sihlanganisa izici ezintathu: igama elingukhiye ukuhambisana, ukuhlobana, nezinga lokuchofoza. Amagama angukhiye angaba banzi noma abe mncane, kodwa kungcono kakhulu ukukhetha ukufana okubanzi komkhiqizo. Ukufanisa ibinzana kuwusizo ezincazelweni ezibanzi zomkhiqizo, njengencazelo evamile.

Amazinga okuguqulwa

Uma kukhulunywa nge-Adwords, amazinga okuguqulwa angaba semqoka empumelelweni yakho. Ngaphesheya kwebhodi, izinkampani eziningi zibheke ukushaya uphawu lokuguqulwa okuphezulu. Ngenkathi 25 amaphesenti ezinkampani eziphezulu afinyelela lowo mgomo, izinkampani eziningi kufanele zihlose ukuba nezinga lokuguqulwa elingaphezu kwamaphesenti ayishumi. Ukufeza lo mgomo, kufanele usebenzise isu lokuthuthukisa izinga lokuguqulwa.

Enye yezindlela ezibaluleke kakhulu zokuthuthukisa izinga lokuguqulwa kwakho ukuthuthukisa ikhophi yesikhangiso sakho. Kunezinto eziningi ongazenza ukuze uthuthukise ukukopishwa kwakho kwesikhangiso nokukhomba, ukuze ukwazi ukuzuza izinga eliphezulu lokuguqulwa. Uma ikhophi yesikhangiso sakho ingaguquli ithrafikhi yakho, ungazama ukunikezwa okuhlukile noma ikhophi yesikhangiso ukuze ukhuphule izinga lakho lokuguqulwa. Izikhangiso ze-Amazon zingenye yezindlela ezinhle kakhulu zokwandisa izinga lakho lokuguqulwa, futhi ungahlola amakhophi ezikhangiso ahlukene kanye nokunikezwayo ukuze ubone ukuthi yiziphi ezenza kahle kakhulu.

Ngaphezu kwalokho, kufanele uqaphele izinga lokugxuma kwesayithi lakho, okusho inombolo yezivakashi ezichofoze ngaphandle kokuthatha isinyathelo ekhasini lakho. Amazinga okugxuma akusiza ukuthi ubone amakhasi okubikezela angasebenzi kahle. Izinga eliphezulu lokugxuma lisho ukuthi isayithi lakho aliguquli izivakashi.

Ukuze uthuthukise izinga lakho lokuguqulwa, kufanele ugxile ekhophini yesikhangiso ngenhloso ethile yegama elingukhiye. Lokhu kuzokwandisa amathuba akho okuguqula ithrafikhi futhi kuthuthukise isikolo sakho sekhwalithi. Ngaphezu kwalokhu, kufanele futhi uzame ukwenza amaqembu akho ezikhangiso aqondiswe kakhulu futhi acacise. Ungakwazi futhi ukuthuthukisa isikolo sekhwalithi yeqembu lakho ngokwandisa inombolo yamagama angukhiye athile.

Amazinga okuguqulwa ancike ezintweni ezihlukahlukene, kubandakanya imboni, umkhiqizo, kanye nohlobo lokuguqulwa. Izinga lokuguqulwa kwesitolo sezicathulo, Ngokwesibonelo, izoba ngaphansi kunendawo yokuthengisa izimoto.

Uma kuziwa ekusebenziseni i-Adwords yebhizinisi lakho, kunenqwaba yezinto ezibalulekile okufanele zicatshangelwe. Okokuqala ukuthi yimalini ozimisele ukuyisebenzisa emkhankasweni wakho. I-AdWords ikuvumela ukuthi usethe ibhajethi bese ukhokhisa imali encane ngokuchofoza ngakunye. Uzokwazi futhi ukulandelela ukuqhubeka komkhankaso wakho futhi wenze izinguquko njengoba ubona kufanelekile.

Ukumaketha kabusha

Ukumaketha kabusha kuwuhlobo lokukhangisa ku-inthanethi olubonisa izikhangiso ezithile kubantu abake bavakashela iwebhusayithi yakho noma abasebenzisa uhlelo lwakho lokusebenza lweselula.. Uma usuqoqile uhlu lwamakheli e-imeyili, ungalayisha lolu hlu ku-Google futhi uqale ukulusebenzisela izikhangiso zakho eziku-inthanethi. Nokho, kubalulekile ukuqaphela ukuthi le nqubo ingathatha 24 amahora ukuze i-Google iwucubungule.

Ucwaningo lwamagama angukhiye

Ucwaningo lwamagama angukhiye lwe-AdWords lubandakanya ukukhetha kokubili amagama evolumu ephezulu nephansi. Umgomo wokukhetha amagama angukhiye kufanele kube wukuqinisekisa ukuthi isikhangiso sakho siyavela uma abasebenzisi basesha imigomo oyikhethile.. Inhloso yokusesha nayo ibalulekile, njengoba ufuna ukunxenxa abasebenzisi abafuna ngenkuthalo izixazululo zezinkinga. Nokho, udinga ukukhumbula ukuthi kunabantu abavele baphequlule iwebhu noma abafuna ulwazi, kodwa ngeke asebenze ngokuqhubekayo ukuthola isisombululo noma isevisi ethile.

Ucwaningo lwamagama angukhiye lwe-Adwords lubaluleke kakhulu futhi kufanele lwenziwe ekuqaleni komkhankaso. Ukwenza kanjalo kuzokuvumela ukuthi ubeke izindleko ezingokoqobo futhi ube nethuba elingcono kakhulu lokuphumelela. Ngaphezu kwalokho, ucwaningo lwegama elingukhiye lungakusiza ukuthi unqume inani lokuchofoza ozokuthola ngesabelomali owabele umkhankaso wakho.. Khumbula ukuthi izindleko ngokuchofoza ngakunye zingahluka kakhulu kusuka kwegama elingukhiye kuye kwegama elingukhiye, ngakho ukukhetha amagama angukhiye alungile kubalulekile ekwenzeni umkhankaso we-AdWords oyimpumelelo.

Ucwaningo lwamagama angukhiye lungathatha noma yini ukusuka emaminithini amahlanu kuya emahoreni ambalwa. Lokhu kuzoncika enanini lolwazi okufanele uluhlaziye, ubukhulu bebhizinisi lakho, kanye nohlobo lwewebhusayithi oyisebenzisayo. Nokho, umkhankaso wokucwaninga wegama elingukhiye owenziwe kahle uzokunikeza ukuqonda ngokuziphatha kokusesha kwemakethe okuhlosiwe. Ngokusebenzisa amagama angukhiye afanelekile, uzokwazi ukwanelisa izidingo zezivakashi zakho futhi uphumelele izimbangi zakho.

Imodeli yokubhida

Kunezinhlobo ezimbalwa zamamodeli wokubhida atholakala ku-Adwords, ngakho-ke kubalulekile ukuqonda ukuthi iyiphi elungele umkhankaso wakho. Kuye ngezinjongo zakho, imodeli ngayinye inezinzuzo ezahlukene zokwandisa ukuguqulwa. Ukusebenzisa imodeli efanele kuyisihluthulelo sokwandisa imbuyiselo ekutshalweni kwezimali zomkhankaso wakho.

Imodeli ephumelela kakhulu ithi Lungiselela Ukuguqulwa, osetha ngokuzenzakalelayo amabhidi ngokusekelwe kunani lakho lokuguqulwa. Leli nani alilona inani lenombolo kodwa iphesenti. Ukusebenzisa le modeli kudinga ukulandelela ukuguqulwa okuhle kanye nomlando wokuguqulwa. Uma usebenzisa i-tROAS, ungalokothi ubeke umgomo wakho phezulu kakhulu. Kungcono ukuqala ngenombolo ephansi bese uyandisa njengoba umkhankaso wakho uthuthuka.

I-Adwords inikeza amamodeli ahlukene wokubhida, kufaka phakathi izindleko ngokuchofoza ngakunye, izindleko-ngenkulungwane-ngokubuka, kanye ne-Smart Bidding. Ukusebenzisa lezi zinketho ndawonye, ungakwazi ukuthuthukisa izikhangiso zakho ukuze uthole inani elingcono lokuguqulwa kanye nezindleko eziphansi ngokuchofoza ngakunye. Nokho, usadinga ukuphatha izikhangiso zakho futhi uqonde imiphumela yemikhankaso yakho. Ungathintana nenkampani egxile kulolu hlobo lokuphatha umkhankaso, MuteSix.

Indlela ye-Manual CPC idla isikhathi, kodwa iheha ithrafikhi yekhwalithi futhi ikuvikela ekuchithweni okumoshiwe. Inani lokuguqulwa ngokuvamile liwumgomo omkhulu wemikhankaso eminingi. Ngakho-ke, inketho ye-Manual CPC iyisinqumo esihle kakhulu sale njongo.

Izindleko ngokuchofoza ngakunye

Izindleko ngokuchofoza ngakunye (CPC) kuyisici esibalulekile okufanele usicabangele lapho udala isu lakho lokukhangisa. Ingahluka kakhulu ngokusekelwe kugama elingukhiye nembonini oyiqondise. Ngokuvamile, izindleko zokuchofoza zisukela $1 ku $2. Nokho, kwezinye izimboni, izindleko zokuchofoza ziphansi kakhulu.

Kunezinhlobo ezimbili eziyinhloko ze-CPC, okusekelwe kubhidi kanye nesilinganiso esiphansi. Womabili amamodeli adinga ukuthi umkhangisi acabangele inani elingaba khona lokuchofoza ngakunye. Le metric isetshenziselwa ukuhlola ukuthi kubiza malini ukwenza isivakashi sichofoze esikhangisweni, ngokusekelwe ekutheni isivakashi sizochitha malini kuwebhusayithi.

Izindleko ngokuchofoza ngakunye kwe-Adwords zinqunywa inani lethrafikhi elitholwa yisikhangiso. Ngokwesibonelo, ukuchofoza kumphumela wosesho lwe-Google kubiza $2.32, ngenkathi ukuchofoza ekhasini lokubonisa umshicileli kubiza $0.58. Uma iwebhusayithi yakho igxile kakhulu ekuthengisweni kunethrafikhi, lapho-ke kufanele ugxile ekubhideni kwe-CPC noma kwe-CPA.

Izinga le-CPC lezikhangiso ze-Facebook liyahluka kuye ngezwe. I-Canada ne-Japan inamanani aphezulu e-CPC, nomuntu ophansi kakhulu $0.19 ngokuchofoza ngakunye. Nokho, e-Indonesia, Brazil, naseSpain, Izilinganiso ze-CPC zezikhangiso ze-Facebook ziphansi, isilinganiso $0.19 ngokuchofoza ngakunye.

Izindleko zokuguqulwa ngakunye

Izindleko ngokuguqulwa ngakunye kuyindlela enhle yokulandelela ukusebenza komkhankaso wakho wokukhangisa. Lolu hlobo lokukhangisa luyindlela ehlakaniphile yokukhulisa ibhajethi yakho yokukhangisa. Ikuvumela ukuthi ulandele imethrikhi ethile, njengenani labantu abavakashela isayithi lakho futhi bathenge. Nokho, kufanele uqaphele ukuthi le metric ingahluka kuye ngomkhankaso nomkhankaso. Ngokwesibonelo, abakhangisi be-e-commerce bangafuna ukulandelela ukuthi bangaki abantu abagcwalisa ifomu lokuxhumana. Izinkundla zokukhiqiza umthofu nazo zingasetshenziswa ukukala ukuguqulwa.

Izindleko zokuguqulwa ngakunye zingabalwa ngokubheka inani lokuguqulwa ngokuqhathaniswa nezindleko zalokho kuguqulwa.. Ngokwesibonelo, uma usebenzisa i-PS5 ngokuchofoza okuholela ekuthengisweni, uzokwenza inzuzo ye-PS45. Le metric ikusiza ukuthi uqhathanise izindleko zakho nenzuzo yakho, futhi iwusizo ikakhulukazi kubantu abafuna ukunciphisa izindleko.

Ngaphandle kwezindleko zokuguqulwa ngakunye, abakhangisi kufanele futhi bacabangele izindleko ezimaphakathi ngokutholwayo ngakunye. Lesi silinganiso sivame ukuba phezulu kunezindleko ngokuchofoza ngakunye, futhi kungaba njengoba $150. Kuya ohlotsheni lomkhiqizo noma isevisi oyithengisayo, kanye namanani aseduze abathengisi.

Ngaphezu kwalokho, kubalulekile ukuqaphela ukuthi izindleko zokuguqulwa ngakunye kwe-Adwords azihlali zilinganisa nezindleko ezihlukaniswe ngokuguqulwa.. Kudinga ukubala okuyinkimbinkimbi. Lokhu kungenxa yokuthi akukona konke ukuchofoza okufanele ukubikwa kokulandelela ukuguqulwa, futhi isixhumi esibonakalayo sokulandelela ukuguqulwa sibonisa lezi zinombolo ngokuhlukile kunekholomu yezindleko.

Umlando we-akhawunti

Umlando we-Akhawunti ye-Adwords yilapho ongalandelela khona lonke ulwazi lokukhokha lokukhangisa kwakho. Kuyindlela elula yokwazi ibhalansi ye-akhawunti yakho noma kunini. Ukuze ufinyelele kuleli khasi, mane uchofoze isithonjana segiya ekhoneni eliphezulu kwesokudla kwesikrini sakho. Kusukela lapho, ungabuyekeza izindleko zakho zokukhangisa ezingakhokhelwa kanye nezinkokhelo ozenzile.

Ungakwazi futhi ukubona noma yiziphi izinguquko ezenziwe abanye. Ungasebenzisa lesi sici ukuze ugade ukuziphatha kwabanye ku-akhawunti yakho. Ibonisa noma yiziphi izinguquko ezenziwe ku-akhawunti yakho nokuthi yiziphi izinguquko ezithintekile. Ungakwazi ngisho nokuhlunga imibiko yomlando woshintsho ngokuguqulwa uma ufuna. Umbiko womlando woshintsho uphinde ubonise noma yiziphi izinguquko ezenziwe ku-akhawunti yakho noma imikhankaso.

Ukuba nalolu lwazi kuzokongela isikhathi esiningi. Ungabona ukuthi abantu bashintshile, lapho beyishintsha, nokuthi bawushintshele kumuphi umkhankaso. Ungakwazi futhi ukuhlehlisa izinguquko uma uthola ukuthi zidale inkinga. Lesi sici siwusizo ikakhulukazi ngezinjongo zokuhlola. Uma uphethe umkhankaso we-PPC ne-ejensi ye-PPC, cishe uzofuna ukuhlola umlando wokushintsha umlando ukuze uqinisekise ukuthi konke kunjengoba kufanele kube.

Uma usebenzisa Izikhangiso ze-Google, ungafinyelela umlando we-akhawunti yakho kusici sokushintsha umlando. Umlando wokushintsha ungakunikeza iminyaka emibili yomlando wezikhangiso zakho. Ukuze ufinyelele lo mlando, vele ungene ngemvume ku-akhawunti yakho Yezikhangiso ze-Google bese uchofoza “shintsha umlando” ithebhu.