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Uma ufuna ukudala umkhankaso ophumelelayo ku-Adwords, uzodinga ukwazi izinto ezimbalwa eziyisisekelo ukuze wenze isikhangiso sakho sigqame. Ukwenza lokhu, kufanele ugxile kumagama akho angukhiye, CPC (izindleko ngokuchofoza ngakunye), Isikolo sekhwalithi kanye nobuhlakani besimbangi. Ukuze uqalise, ungaqala ngamabhidi azenzakalelayo. Ungakwazi futhi ukusetha amabhidi ngokwakho, kodwa lokhu kungase kudinge ukunakekelwa okwengeziwe. Ngaphezu kwalokho, ikhophi yakho yesikhangiso kufanele ibe mfushane futhi iqonde ngqo. Isihloko siyinto yokuqala abasebenzisi abayibonayo futhi okufanele bakholwe ukuthi bayichofoze. Ukubizelwa esenzweni okucacile nakho kubaluleke kakhulu.
Uma uzama ukuheha amakhasimende amasha kuwebhusayithi yakho, ungase ufune ukuzama ukusebenzisa usesho olukhokhelwayo noma i-AdWords ukuze uphromothe umkhiqizo wakho. Lolu hlobo lokukhangisa luvame ukusetshenziswa amabhizinisi amancane afuna ukuthengisa okuthile njengamanje, kodwa kungabiza kubakhangisi. Ukukhomba igama elingukhiye ku-Adwords kukuvumela ukuthi wenze ngendlela oyifisayo izikhangiso zakho ukuze ziqondise kulabo basebenzisi abafuna umkhiqizo noma isevisi yakho. Ngokukhomba amagama angukhiye, izikhangiso zakho zizovela kuphela uma zingaba nentshisekelo kulokho okunikezayo.
Ngokwesibonelo, ibhulogi yemfashini iyindawo enhle yokukhangisa. Umsebenzisi usesha “izitayela esikhwameni.” Bathola i-athikili bese bechofoza esikhangisweni esiqondiswe kugama elingukhiye esine-handbag ene-margin ephezulu.. Ngoba isikhangiso sihambisana nomongo, isivakashi maningi amathuba okuthi sichofoze kuso. Lokhu kwandisa amathuba okuthi othile azochofoza isikhangiso futhi athenge umkhiqizo.
Ukuqondisa kwegama elingukhiye ku-Adwords kusebenza ngokubonisa isikhangiso esiboniswayo noma isikhangiso sevidiyo kubantu abafuna imikhiqizo noma amasevisi owanikezayo.. Ungakwazi futhi ukukhomba amakhasi athile ewebhusayithi yakho ukuze isikhangiso noma ividiyo yakho ibonakale ekhasini lewebhu elikhethwa ngumsebenzisi. Uma umuntu echofoza ohlwini lwezinto eziphilayo, isikhangiso sakho sizovezwa, kanye nanoma yikuphi okuqukethwe okuhlobene okufana negama elingukhiye.
Elinye isu elidumile ku-Adwords ukusebenzisa Ithuluzi elingukhiye lezikhangiso ze-Google ukuthola amagama angukhiye amasha. Ikuvumela ukuthi uhlanganise uhlu lwamagama angukhiye amaningi futhi ulandele ivolumu yokusesha ngesihloko esithile. Ngaphandle kwalokho, ithuluzi lizohlinzeka ngedatha yevolumu yokusesha yomlando yamagama angukhiye akhethiwe. Lawa magama angukhiye angakusiza ukuthi ucwenge amasu wakho wegama elingukhiye ngokusekelwe kulokho izithameli zakho eziqondiswe kuzo. Ngaphezu kokukhomba amagama angukhiye, ukuqondisa kwegama elingukhiye kungakusiza ukuthi ulungise isu lakho kuye ngesizini noma izindaba.
Kunezici ezimbalwa ezinquma izindleko ngokuchofoza ngakunye kwe-Adwords. Lokhu kufaka phakathi isikolo sekhwalithi, amagama angukhiye, umbhalo wesikhangiso, kanye nekhasi lokufika. Ukuze wehlise izindleko zakho ngokuchofoza ngakunye, qiniseka ukuthi zonke lezi zakhi zifanelekile futhi ziyasebenza. Futhi, kubalulekile ukukhuphula izinga lokuchofoza (I-CTR) ukuqinisekisa ukuthi uthola i-ROI ephezulu. Ukuze unqume i-CTR yakho, dala i-Google Sheet futhi urekhode izindleko zokuchofoza ngakunye.
Uma usunombono oyisisekelo wokuthi yimalini i-CPC yakho, ungaqala ukulungisa umkhankaso wakho. Indlela elula yokuthuthukisa izikhangiso zakho ukuthuthukisa isikolo sazo sekhwalithi. Ikhwalithi ephezulu yamaphuzu, i-CPC yakho izoba ngaphansi. Zama ukuthuthukisa okuqukethwe kwewebhusayithi yakho kanye nekhophi yesikhangiso, futhi uqiniseke ukuthi izikhangiso zakho zibalulekile kubasebenzisi’ usesho. Zama ukuthuthukisa isikolo sakho sekhwalithi, futhi ungagcina kufikela ku 50% noma ngaphezulu ku-CPC yakho.
Enye indlela yokunciphisa i-CPC yakho ukukhulisa amabhidi akho. Awudingi ukwandisa ibhidi yakho kakhulu, kodwa ingakusiza ukuthi uthole ukuguqulwa okuningi ngemali encane. Okubalulekile ukwazi ukuthi ungabhida malini ngaphambi kokuthi ukuguqulwa kwakho kungabi nanzuzo. Ubuncane be $10 ingaletha umkhawulo wenzuzo enempilo. Ngaphezu kwalokho, uma ubhidela phezulu, maningi amathuba okuba uthole ukuguqulwa okufunayo.
Ekugcineni, izindleko ngokuchofoza ngakunye kwe-Adwords zincike embonini okuyo. Ngokwesibonelo, uma uthengisa a $15 umkhiqizo we-e-commerce, izindleko ngokuchofoza ngakunye kwe $2.32 ingenza umqondo ngaphezu kuka-a $1 chofoza ukuze a $5,000 isevisi. Kubalulekile ukuqonda ukuthi izindleko ngokuchofoza ngakunye ziyahlukahluka kuye ngokuthi hlobo luni lomkhiqizo oluthengisayo. Ngenjwayelo, nakuba, uma kuyisevisi noma ibhizinisi elibukeka kahle, izindleko ngokuchofoza ngakunye zizoba phezulu.
Kunezici ezimbalwa ezinomthelela kumphumela wekhwalithi yezikhangiso zakho. Ungathuthukisa isikolo sakho Sekhwalithi ngokudala izikhangiso ezifanele namakhasi okubikezela. I-Quality Score akuyona i-KPI, kodwa ithuluzi lokuxilonga elingakusiza uqonde ukuthi umkhankaso wakho usebenza kanjani. Iwumhlahlandlela ozokusiza ukuthi uthole umphumela ongcono. Kufanele uhlale uhlose ukuthola Ikhwalithi ephezulu Emkhankasweni wakho wesikhangiso. Ukuze uthole okuningi emikhankasweni yakho yezikhangiso, nanka amathiphu ambalwa:
Okokuqala, zama ukukhetha amagama angukhiye alungile omkhankaso wakho wesikhangiso. Ungakwenza lokhu ngokusebenzisa ithuluzi lamagama angukhiye. Ithuluzi elikuvumela ukuthi uthole amagama angukhiye afanelekile liyatholakala kwa-Google. Kuzokusiza ukuthi ukhethe iqembu lesikhangiso elifaneleka kakhulu. Ngaphezu kwalokho, qiniseka ukuthi izikhangiso zakho ziqukethe igama elingukhiye esihlokweni. Lokhu kuzothuthukisa isikolo sakho sekhwalithi futhi kwandise namathuba okuthi ichofozwe. Ungahlola ukuthi amagama akho angukhiye abalulekile noma cha ngokuchofoza ku- “Amagama angukhiye” ingxenye kubha eseceleni yesokunxele bese uchofoza “Sesha Imigomo.”
Ngaphandle kwamagama angukhiye, kufanele futhi uhlole izinga lokuchofoza lezikhangiso zakho. Umphumela Wekhwalithi ephezulu usho ukuthi isikhangiso sihambisana nabaseshi’ imibuzo namakhasi okufika. Umphumela Wekhwalithi ephansi usho ukuthi izikhangiso zakho azibalulekile. Umgomo oyinhloko we-Google uwukunikeza abaseshi umuzwa ongcono kakhulu ongakhona futhi lokho kusho ukwenza izikhangiso zihambisane namagama angukhiye. Umphumela Wekhwalithi ephezulu ungcono kakhulu ezikhangisweni zakho uma zithola ukuchofoza okuningi ngangokunokwenzeka.
Enye yezindlela ezinhle kakhulu zokuqoqa ubuhlakani bokuncintisana be-Adwords ukucwaninga izimbangi zakho. Lokhu kusho ukuqonda izinhlu zabo zamagama angukhiye, isakhiwo somkhankaso, izipesheli, kanye namakhasi okufika. Kufanele ngaso sonke isikhathi wenze ukuhlaziya okuncintisanayo ukuze uhlale uphezulu kwabancintisana nabo. Uma wazi okwengeziwe ngezimbangi zakho, kuzoba lula ukuqoqa ubuhlakani bokuncintisana. Lokhu kungaba usizo kakhulu ekwakheni isu lokumaketha. Ngaphezu kwalokho, kungaba usizo ukuhlonza amathuba amasha.
Amathuluzi obuhlakani okuncintisana angcono kakhulu avuselelwa njalo, ukuze uhlale uhamba ngesinyathelo esisodwa ngaphambi kwezimbangi zakho. Idatha oyiqoqayo kulawa mathuluzi izokusiza wenze izinqumo ezinolwazi futhi uhlale uphezulu kwabancintisana nabo. Ngokwesilinganiso, bangu 29 izinkampani ezisondelene kakhulu nezakho. Ngokusebenzisa la mathuluzi, ungabona ukuthi lezi zinkampani zenzani nokuthi zenzani kahle. Ungathola futhi amasu abo bese unquma ukuthi azokusiza yini uphumelele.
I-SimilarWeb ingelinye ithuluzi elihle ongalisebenzisa ubuhlakani bokuncintisana. Leli thuluzi likuvumela ukuthi uqhathanise iwebhusayithi yakho nezimbangi’ ukubona ukuthi hlobo luni lokusebenza abalutholayo. Ngaphezu kwethrafikhi, ungabheka izizinda nezimbangi ukuze ubone ukuthi ziyakhuphula ithrafikhi noma zilahlekelwa isabelo semakethe. Lobu buhlakani bokuncintisana bubalulekile ekukhangiseni ngedijithali. Kuzofanele wazi umncintiswano wakho ukuze uphumelele. Ngenhlanhla, kukhona amathuluzi wamahhala angakunikeza umbono ongemuhle wokuthi umi kuphi embonini.
Uma usubabonile oqhudelana nabo, ungaqala ukuqhathanisa amandla nobuthakathaka babo. Ukuba nobuhlakani okuncintisanayo kwabancintisana nabo kuzokunikeza unqenqema futhi kwenze isu lakho lokumaketha libe ngcono. Ithimba lokumaketha lingasebenzisa le datha ukuthuthukisa izinhlelo ezintsha zokumaketha, futhi umnyango wezokuthengisa ungasebenzisa lolu lwazi ukuze ulungise kahle imibhalo yawo yokuthengisa. Kubalulekile ukufaka ukuthengisa kanye nempendulo yekhasimende lapho uhlela umkhankaso wakho olandelayo.
Uma usebenzisa i-Adwords, kubalulekile ukukhumbula ukusebenzisa amagama angukhiye abonisa ukunikezwa kwebhizinisi lakho. Ngamanye amazwi, gwema amagama awodwa ajwayelekile kakhulu. Kunalokho, sebenzisa imishwana emide njenge “ukulethwa kwebhokisi lemifino ye-organic,” okuwumusho ocacile kakhulu ozoheha amakhasimende alungile. Akusebenzi kahle ukusebenzisa amagama angukhiye amaningi ngokuhlukene, nakuba. Kubalulekile ukuqaphela ukuthi amakhasimende ahlukene angasebenzisa amagama ahlukahlukene ukuchaza imikhiqizo namasevisi akho, ngakho qiniseka ukuthi ubhala zonke lezi zinhlobonhlobo. Lokhu kuhlukahluka kungabandakanya ukuhlukahluka kwesipelingi, amafomu amaningi, kanye nemibandela yokuxoxisana.
I-Google Ads Smart Campaign isebenzisa izingqikithi zamagama angukhiye, ezehlukile emikhankasweni yosesho lwe-Google. Lawa matimu asetshenziselwa ukufanisa izikhangiso zakho nosesho umuntu angalwenza kumikhiqizo noma amasevisi akho. Ngokuvamile, I-Google incoma umkhawulo wezingqikithi zamagama angukhiye ayisikhombisa kuya kwayishumi, kodwa inani lamatimu owasebenzisayo likuwe. Qiniseka ukuthi usebenzisa izingqikithi zamagama angukhiye afana nosesho abantu abangalusebenzisa ukuze bathole umkhiqizo noma isevisi yakho. Lapho itimu yegama elingukhiye ihambisana kakhulu, maningi amathuba okuthi izikhangiso zakho zivele ekhasini lemiphumela yosesho.
Ukudala imikhankaso eminingi kuyindlela enhle yokukhomba izigaba zemikhiqizo ehlukene. Ngale ndlela, ungagxila kakhulu kubhajethi yakho yokukhangisa emkhiqizweni noma isevisi ethile kuyilapho ukwenza kube lula ukuqhathanisa ukusebenza kwamagama angukhiye ahlukahlukene emkhankasweni wakho. Ngaphezu kwalokho, ungasebenzisa amagama angukhiye ahlukene ezigabeni ezahlukene zomkhiqizo. Futhi ungenza imikhankaso ehlukene ukuze ngamunye wabo agqamise isici esisodwa sebhizinisi lakho. Ungahlela umkhankaso ohlakaniphile ngokuchofoza igama lawo bese ukhetha izingqikithi zamagama angukhiye.
