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Ukuthola okuningi emkhankasweni wakho we-Adwords kubalulekile ekwandiseni i-ROI nokukhiqiza ithrafikhi yewebhusayithi yakho. Ungasebenzisa i-SEO kanye nenkundla yezokuxhumana ukukusiza ukushayela ithrafikhi kusayithi lakho futhi ulinganise inzuzo yomkhankaso wakho. Uma umkhankaso wakho we-Adwords usunenzuzo, ungakwazi ukwandisa isabelomali sakho ukuze uthole i-ROI ephakeme. Ukuze uqalise, qala ngomkhankaso we-Adwords oyisisekelo futhi uwufake nge-SEO kanye nenkundla yezokuxhumana. Ngemva kwalokho, unganweba ibhajethi yakho yokukhangisa ukuze ufake imithombo eyengeziwe yethrafikhi, njengebhulogi yakho.
Kunezici ezimbalwa okufanele uzicabangele lapho unquma izindleko zokuchofoza ku-Google Adwords. Ngokwesibonelo, kuyilapho izimboni eziningi zibona ama-CPC aphezulu, isilinganiso singaphansi $1. Njengomnikazi webhizinisi, kufanele ucabangele i-ROI yakho ngaphambi kokuthatha isinqumo sokusebenzisa imali ku-AdWords. Izindleko zokuchofoza okumaphakathi zizohluka ngokwezimboni. Uma umaketha ihhovisi likadokotela wamazinyo, ungabeka izikhangiso zakho kunethiwekhi yosesho lwe-Google yeziguli ezifuna izinsiza zamazinyo.
Ngaphezu kokubala isilinganiso se-CPC, kufanele futhi ulinganise izinga lakho lokuguqulwa. Ngenkathi imininingwane ye-AdWords izobonisa isikhangiso sokugcina esichofozwayo, I-Google Analytics izokunikeza isithombe esinemininingwane eminingi yezinga lakho lokuguqulwa. Futhi, kufanele usebenzise isici esaziwa ngokuthi i-Enhanced CPC, ezibiza ngokuzenzakalelayo 30% aphezulu kumagama angukhiye aholela ekuguquleni. Isivinini Sekhasi siyisici esikhulu ekunqumeni ukuguqulwa. Ucwaningo lubonisa ukuthi uma ikhasi lakho lithatha isikhathi esingaphezu kwemizuzwana emibili ukulayisha, cishe ingxenye yezivakashi zakho izohamba.
Uma usunokuqonda okuhloniphekile kwamamethrikhi ahlukahlukene e-CPC, ungasebenzisa umshini wokubala we-CPC ukuze unqume ukuthi kufanele uchithe malini. Izindleko zokuchofoza ngakunye yingxenye ebaluleke kakhulu yomkhankaso wakho we-PPC, njengoba inquma ukuthi yimalini odinga ukuyisebenzisa ukuze wenze imbuyiselo ekutshaleni kwakho. Izonquma ukuthi kufanele yini usebenzise ukubhida okuthuthukisiwe noma okwenziwa mathupha ukuze ufinyelele ibhajethi yakho oyifunayo. Kuzokusiza ukuthi unqume ukuthi yiluphi uhlobo lwezikhangiso ongazisebenzisa nokuthi yimaphi amagama angukhiye okufanele uwaqondise.
Izindleko ezinhle ngokuchofoza ngakunye kuzokunikeza ikhono lokuqapha izimbangi’ CPC, kanye nevolumu yokusesha yewebhusayithi yakho. Lawa mamethrikhi azokusiza ukuthi wenze izinqumo ezihlakaniphile mayelana namagama angukhiye nemikhankaso yesikhangiso ongayiqondisa. Ekupheleni, kuwufanele ukutshala imali esebenza kahle ngesoftware ngokuchofoza ngakunye. Cabangela izindleko zesofthiwe nesikhathi sokubhalisa ngaphambi kokuthi ubhalise. Kunezinhlelo eziningi ezitholakalayo zokukusiza ukuthi usebenzise umkhankaso wakho we-Google AdWords ngempumelelo.
Ukubhida kwe-CPC okwenziwa mathupha kukuvumela ukuthi usethe ibhidi eliphezulu eqenjini ngalinye lesikhangiso noma igama elingukhiye. Lolu hlobo lokuzenzakalela kwebhidi lukunikeza ukulawula okukhulu, kodwa futhi ingakwazi ukushayela ama-CPC phezulu. Ukubhida mathupha kulungele kangcono imikhankaso yesigaba sangaphambi kwesikhathi, lapho udinga ukuqoqa idatha eyengeziwe mayelana nemikhankaso yakho. Ukubhida kwe-CPC Manuwali kukuvumela ukuthi usethe ibhidi ephezulu eqenjini ngalinye lesikhangiso, kuyilapho wandisa ukuchofoza ngaphakathi kwebhajethi ethile.
I-Google inikeza izindlela eziningi zokubhida izikhangiso. Abakhangisi abaningi bagxila kokuvelayo, ukuchofoza, nokuguqulwa, noma ekubukweni kwezikhangiso zevidiyo. Kodwa uma kuziwa ekubekweni kwezikhangiso, kufanele wazi ukuthi indawo yesikhangiso ye-Google endalini. Ibhidi yakho iyona enquma ukuthi zingaki izikhangiso ezivela endaweni ethile, ngakho-ke kufanele uqonde ama-nuances endalini ngaphambi kokubhida. Kufakwe ohlwini ngezansi amasu ambalwa okwenza okuningi kwemodeli yokubhida.
Lapho unquma isu lokubhida, cabangela inhloso yomkhankaso wakho. Nquma ukuthi umgomo wakho uwukuyisa ithrafikhi kuwebhusayithi yakho noma wakhe intshisekelo. Kuye ngezinjongo zakho, ungase ufune ukusebenzisa izindleko ngokuchofoza ngakunye (CPC) ukubhida. Nokho, uma umgomo wakho uwukukhulisa umkhondo nokwandisa ukuthengisa, ungase ufune ukusunduza okuvelayo nokuguqulwa okuncane. Uma umusha ku-Adwords, cabangisisa ngezinhloso zakho.
Lapho ubhidela amagama angukhiye athile, kubalulekile ukuwahlola enqubweni yokuhlola ehlukene. Ukuhlolwa kokuhlukanisa kukuvumela ukuthi ulinganise inani lemali engenayo elilethwa igama elingukhiye ngalinye. Ngokwesibonelo, uma ibhidi ephezulu yenkampani A yegama elingukhiye ingu $2, bazokhombisa kuphela izikhangiso zabo kubantu abangabanikazi bamakhompyutha. Uma inkampani B ine-a $5 ibhidi, bangase babe nombono ohlukile wokuthi a “okuhlosiwe” izilaleli zifuna.
Imethrikhi yezindleko zokuguqulwa ngakunye iyisici esibalulekile okufanele sicatshangelwe lapho unquma ukuthi imalini ongayisebenzisa ku-AdWords. Inombolo ivame ukuba phezulu kakhulu kunezindleko zokuchofoza ngakunye. Ngokwesibonelo, kungenzeka ukuthi uyakhokha $1 ngokuchofoza ngakunye, kodwa endaweni yomshwalense, ungase uchithe kuze kufike $50. Ukwazi ukuthi uzochitha malini kuzokusiza ukuthi ugxile esu elingcono kakhulu lesikhangiso. Nazi ezinye izindlela zokunquma izindleko zokuguqulwa ngakunye:
Okokuqala, kufanele wazi ukuthi ungachaza kanjani “ukuguqulwa.” Le metric iyahlukahluka kuye ngemboni. Izenzo zokuguqulwa zingasukela kumsebenzi wokuthengisa, ukubhalisa, noma ukuvakashela ikhasi elingukhiye. Abakhangisi abaningi futhi basebenzisa i-metric yezindleko zokuthola ngakunye ukuhlola ukusebenza kwabo. Kwezinye izimo, le metric yaziwa ngokuthi “izinga lokuchofoza.”
Ibhidi yakho iphezulu, izinga eliphezulu lokuguqulwa kwakho kungaba phezulu. Ukwandisa ibhidi yakho kuzokwandisa amathuba akho okuzuza ukuguqulwa okwengeziwe, kodwa kubalulekile ukuqaphela inani eliphezulu ongalisebenzisa ngaphambi kokuba ukuguqulwa kungabi nanzuzo. Isibonelo semethrikhi yezindleko zokuguqulwa yizinga lokuchofoza (I-CTR) kumkhankaso we-Google AdWords.
Enye indlela yokukala izindleko zokuguqulwa ngakunye ukukala izindleko zokuthola ikhasimende. Ukuguqulwa kungenzeka uma umsebenzisi ethenga, irejista ye-akhawunti, landa uhlelo lokusebenza, noma ucela ukushayelwa ucingo. Lesi silinganiso sisetshenziswa kakhulu ukukala impumelelo yokukhangisa okukhokhelwayo. Nokho, ukumaketha nge-imeyili, njenge-SEO, futhi inezindleko eziphezulu. Esimweni esinjalo, I-CPC iyisilinganiso esingcono.
Ngenkathi ungasetha i-CPA target ku-Adwords, I-Google isebenzisa ukufunda komshini okuthuthukisiwe kanye nama-algorithms okubhida okuzenzakalelayo ukuze inqume ibhidi ye-CPC engcono kakhulu kuwe. Kuye ngabalaleli bakho kanye nomkhiqizo, ungakhokha ngaphezu kwalokho okuhlosile ekuguquleni okuthile, kuyilapho ezinye zingakubiza kancane kunalokho obukulindele. Ohambeni olude, lawa mandla alinganisela ngaphandle futhi ngeke udinge ukulungisa amabhidi akho e-CPC.
Impumelelo yokumaketha kabusha nge-AdWords yenyukile esikhathini esidlule 5 iminyaka. Ithemu yokubuyisela kabusha’ iyi-oxymoron yabadayisi, kodwa sekwaba ngundabamlonyeni wezinsuku, futhi ngesizathu esihle. Isikhathi sokukhetha emazweni afana neFrance, China, naseRussia. Kunendatshana yezindatshana ezimayelana nokumaketha kabusha, kodwa lesi sihloko sizoxoxa ngezinzuzo zayo nokuthi kungani isebenza.
Umqondo oyisisekelo wokumaketha kabusha nge-AdWords ukukhomba izivakashi ezishiye iwebhusayithi yakho ngaphandle kokuthenga lutho. Izikhangiso ezihambisana nezivakashi zakho’ Izidingo zibe seziqondiswe kulabo bantu njengoba bephequlula iwebhu. Ukwenza lokhu, ungangeza ikhodi yokumaketha kabusha ye-AdWords kuwo wonke amakhasi ewebhusayithi yakho, noma kwezinye zazo. Izingxenye zokumaketha kabusha ezithuthukile zingakhiwa kusetshenziswa i-Google Analytics. Uma izivakashi sezihlangabezana nesethi yemibandela ethile, zengezwe ohlwini lwakho lokumaketha kabusha. Ungasebenzisa lolu hlu ukuze ubabandakanye Kunethiwekhi Yokubonisa.
Ukuze unqobe impi ngokumelene nezimbangi zakho endaweni yemakethe eku-inthanethi, udinga ukuqonda ubuthakathaka bezimbangi zakho. Uma umkhiqizo noma isevisi yakho ingekho ezingeni eliphezulu kunoma imaphi amagama angukhiye, oqhudelana naye kungenzeka ukuthi usebenzisa inzuzo engafanele. Ukusebenzisa amathuluzi obuhlakani esincintisana nawo, ungathola ukuthi ungasizakala kanjani ngalokhu ngokuwashaya esiteshini esingabalulekile kangako. Lobu buhlakani bokuncintisana buzokusiza futhi ukwaba isabelomali eziteshini ezahlukahlukene futhi ubeke phambili ukugxila kwegama elingukhiye..
Ngokusebenzisa amathuluzi obuhlakani okuncintisana, ungathola isifinyezo izimbangi zakho’ isu lokumaketha kwedijithali. Lawa mathuluzi angaba mahhala, amathuluzi ayisisekelo ezinhlelweni zokuhlaziya izinga lebhizinisi. Lawa mathuluzi akusiza ukuthi uhlale uphezulu kwenqwaba futhi ulawule izimbangi zakho emhlabeni we-inthanethi. Empeleni, ngokwezibalo, isilinganiso sebhizinisi sinokufika koku 29 izimbangi, okwenza kube semqoka ukuqapha ukuthi izimbangi zakho zenzani ukuze uthole unqenqema.
Isinyathelo esilandelayo kunqubo yesu le-PPC ukuhlaziya ukuncintisana kwakho. Izimbangi’ ikhophi yesikhangiso ingakutshela okuningi mayelana nokuthi yini ebasebenzelayo nokuthi yini engasebenzi. Ngobuhlakani be-PPC yokuncintisana, ungakwazi ukukhomba izimbangi zakho’ amagama angukhiye aphezulu futhi ufunde ikhophi yawo yezikhangiso ukuze udale izikhangiso ezisebenza kahle kakhulu. Ngaphezu kwamathuluzi e-PPC okuncintisana, Amathuluzi okuhlaziya umncintiswano wesikhangiso angakusiza ukuthi uthole umkhawulo kwabaqhudelana nabo.
Nakuba i-SpyFu ne-iSpionage inikeza amathuluzi obuhlakani okuncintisana amahle, isikhombimsebenzisi sabo asinembile neze. I-SpyFu iyisibonelo esihle salokhu, ukuhlinzeka ngemininingwane enemininingwane ohlwini lwamagama angukhiye esiqhudelana nawo kanye nekhophi yesikhangiso. Kuhlanganisa nemininingwane mayelana namakhasi okufikela esiqhudelana naye. Inenguqulo yamahhala ekuvumela ukuthi ubone ikhophi yesikhangiso esincintisana naye namakhasi okufika. Inikeza imibiko yesimbangi yamahhala, kanye nezixwayiso ezincintisana naye ezintathu ngosuku.
