Ungawathuthukisa Kanjani Ikhwalithi Yakho Izikolo ku-Adwords

Ukwandisa i-CTR namazinga okuguqulwa, kubalulekile ukufaka izinombolo esihlokweni sezikhangiso zakho. Ucwaningo lubonisa ukuthi ukufaka izinombolo esihlokweni sezikhangiso zakho kukhulisa i-CTR nge 217%. Kodwa lokho akusho ukuthi kufanele uvuselele isondo. Iqhinga ukwenza isiphakamiso senani eliphoqelelayo kanye nehhuku ngaphandle kokuvuselela isondo. Nakuba izikhangiso ezihlakaniphile zingandisa i-CTR, zingabiza. Ngakho, ake sibheke amasu alula kodwa asebenzayo.

Ucwaningo lwamagama angukhiye

Ukuze wenze okuningi ngomkhankaso wakho we-AdWords, kufanele wenze ucwaningo lwamagama angukhiye. Amagama angukhiye angakhethwa ngokusekelwe ekudumeni kwawo, izindleko ngokuchofoza ngakunye, kanye nevolumu yokusesha. I-Google Keyword Planner iyithuluzi lamahhala ongalisebenzisa ngale njongo. Ngokusebenzisa leli thuluzi, ungakwazi ukunquma isilinganiso senani lokusesha igama elingukhiye elitholwa inyanga ngayinye kanye nezindleko ngokuchofoza ngakunye kwegama elingukhiye ngalinye. I-Google Keyword Planner iphinde iphakamise amagama angukhiye ahlobene ongawasebenzisa ukuze wakhe imikhankaso eqondiswe kakhulu.

Uma usunohlu lwamagama angukhiye, sekuyisikhathi sokuzibeka eqhulwini. Gxila emagameni ambalwa adume kakhulu. Khumbula ukuthi amagama angukhiye ambalwa azoholela kumkhankaso oqondiswe kakhulu kanye nenzuzo enkulu. Nokho, uma ungenaso isikhathi sokwenza ucwaningo lwegama elingukhiye kuwo wonke amagama angukhiye, ungasebenzisa ithuluzi lamahhala njenge-SEMrush ukuthola ukuthi yimaphi amagama angukhiye izethameli zakho ezihlosiwe ezibhala kuwo. Kungenzeka futhi ukusebenzisa ithuluzi lokucwaninga lamagama angukhiye njenge-SEMrush ukuze uthole ukuthi mingaki imiphumela evela ku-SERP.

Elinye ithuluzi elimahhala futhi elingasetshenziswa ukwenza ucwaningo lwamagama angukhiye ama-Ahrefs. Yindawo enhle yokuqala, njengoba ikuvumela ukuthi ubuke izimbangi zakho’ ithrafikhi yewebhusayithi, ukuncintisana, kanye nevolumu yegama elingukhiye. Ungabona futhi ukuthi yiluphi uhlobo lwamawebhusayithi asezingeni kulawo magama angukhiye futhi uhlaziye amasu awo. Lokhu kubalulekile, njengoba lawa magama angukhiye eyilokho ofuna ukukukala ku-Google. Nokho, akulula ngaso sonke isikhathi ukwabelana nabanye abathintekayo ngalokhu okutholakele.

Ukusebenzisa i-Keyword Planner ye-Google kukuvumela ukuthi ubone imiqulu yosesho ngenyanga, okungakusiza ukuthi uqondise izikhangiso zakho ngemibandela ecaciswe kakhulu. Isihleli samagama angukhiye siphinde sivumele ukuthi ubone amagama angukhiye afanayo. Leli thuluzi liphinde likubonise inani labantu abasesha igama elingukhiye ngokususelwe kuzingqinamba zakho. Ungasebenzisa futhi i-Keyword Planner ye-Google ukuze ubone ukuthi yimaphi amagama angukhiye ancintisana namagama angukhiye afana nelakho. Lawa mathuluzi azokunikeza umbono wamagama angukhiye adume kakhulu futhi akusize uthole angcono kakhulu emikhankasweni yakho yezikhangiso.

Imodeli yokubhida

Izindleko ngokuchofoza ngakunye (CPC) isu lingakhiqiza okuvelayo okunezindleko eziphansi kakhulu kune-CPM, ikakhulukazi izikhangiso ezingaphansi komkhawulo. Nokho, I-CPM isebenza kangcono uma ukuqwashisa ngomkhiqizo kuwumgomo wakho oyinhloko. Ukubhida kwe-CPC okwenziwa ngesandla kugxile ekusetheni amabhidi wamagama angukhiye athile. Kulo modeli, ungasebenzisa amabhidi aphezulu kuphela kulawa magama angukhiye ukuze ukhulise ukubonakala. Nokho, le ndlela ingadla isikhathi.

I-Adwords ikuvumela ukuthi uguqule amabhidi akho ngomkhankaso nezinga leqembu lezikhangiso. Lokhu kulungiswa kwebhidi kubizwa ngokuthi izilungisi zamabhidi. Izilungisi zebhidi ziyatholakala ku-Platform, InteractionType, kanye Nokuqukethwe Okuthandwayo. Lokhu kugcinwa ezingeni leqembu lesikhangiso nge-AdGroupCriterionService. Ngokunjalo, ukulungiswa kwebhidi yezinga lomkhankaso kungenziwa nge-CampaignBidModifierService. I-Google iphinde inikeze i-API yalezi zinguquko.

Ukubekwa kwesikhangiso okuzenzakalelayo kubizwa ngokuthi Broad Match. Lolu hlobo lubonisa isikhangiso sakho ekhasini lenjini yokusesha nganoma yiliphi igama elingukhiye, okuhlanganisa amagama afanayo nosesho oluhlobene. Ngenkathi le ndlela iholela enanini elikhulu lokuvelayo, futhi inezindleko eziphakeme. Ezinye izinhlobo zomdlalo zihlanganisa Exact Match, Ukufanisa Imisho, kanye Negative Match. Ngenjwayelo, kucace kakhulu ukufana kwakho, izindleko zakho zizoba ziphansi.

Imodeli yokubhida ye-Adwords isebenzisa amasu ahlukahlukene ukukusiza ukuthi ulungiselele imikhankaso yakho yezikhangiso. Ngokwesibonelo, ungasetha ibhidi ephezulu yegama elingukhiye elithile, bese ulungisa ibhidi yakho ngokusekelwe ekutheni zingaki izinguquko ozitholile. Uma wenze ukuthengisa, I-AdWords izokhuphula ibhidi yakho ngokusekelwe kulokho. Kubasebenzisi abathuthuke kakhulu, ungasebenzisa futhi ukulandelela ukuguqulwa okuguquguqukayo.

Ibhidi ye-CPA eqondiwe wuhlobo lwesu lesikhangiso eligxile ekuguquleni ukushayela. Isetha amabhidi omkhankaso osuselwe ku-CPA (Izindleko Ngokutholwa ngakunye), okuyizindleko zokuthola ikhasimende elilodwa. Le modeli ingaba yinkimbinkimbi uma ungazazi izindleko zakho zokuthola (CPA) noma zingaki izinguquko eziqhutshwa yizikhangiso zakho. Nokho, ukwazi okwengeziwe nge-CPA, kulapho uzokwazi ukusetha amabhidi akho ngokufanele.

Ukubhida mathupha nakho kuyinketho yokwandisa ukuchofoza, okuvelayo, kanye nokubukwa kwevidiyo. Ukukhetha leli su kuzokuvumela ukuthi ulawule ibhajethi yakho ngenkathi uthuthukisa i-ROI yemikhankaso yakho. Nokho, kufanele uqaphele ukuthi ukubhida mathupha akunconyiwe kuwo wonke umkhankaso. Inketho efaneleke kakhulu kungaba ukusebenzisa isu lokuguqula kakhulu, okuyi-hand-off futhi edinga umzamo omncane. Ungakwazi futhi ukwandisa ibhajethi yakho yansuku zonke uma uthola ukuthi imali oyisebenzisayo ingaphansi kunesabelomali sakho sansuku zonke.

Izikolo zekhwalithi

Ukuze uthuthukise Izikolo zakho Zekhwalithi ku-Adwords, udinga ukunaka izici ezithile ezibalulekile. Lezi zici zithinta Ikhwalithi yakho ngayinye futhi ngokuhlangene, futhi ingadinga ukulungiswa kuwebhusayithi yakho. Okubhalwe ngezansi ezinye izinto okufanele uzicabangele ukuze uthuthukise Isikolo sakho Sekhwalithi:

Umphumela Wekhwalithi yakho uhlobene ngokuqondile nendlela isikhangiso sakho esisebenza kahle ngayo. Umphumela Wekhwalithi ephezulu uhumusheka kulwazi olunzulu ngomsebenzisi oluqinile. Ukwandisa isikolo sakho sekhwalithi nakho kuwumbono omuhle njengoba kuzokusiza ukuthi ukhuphule izinga lesikhangiso sakho futhi wehlise izindleko zakho ngokuchofoza ngakunye.. Ukuthi uhlose ukubonakala okuphezulu ku-Google noma i-CPC ephansi, Ikhwalithi Yekhwalithi izothinta ukusebenza kwesikhangiso sakho ngokuhamba kwesikhathi. Ngaphezu kwalokhu, Ikhwalithi ephezulu izothuthukisa ukubekwa kwesikhangiso sakho emiphumeleni yosesho futhi yehlise izindleko zakho ngokuchofoza ngakunye.

Ungathuthukisa Umphumela Wekhwalithi yakho ngokuthuthukisa ukuhambisana kwegama elingukhiye lesikhangiso sakho. Ukufanisa igama elingukhiye kubhekisela ekutheni isikhangiso sakho sifana eduze kangakanani nombuzo wosesho lomsebenzisi. Ukuhambisana kwegama elingukhiye lesikhangiso sakho kukalwa kusetshenziswa Umphumela Wekhwalithi, futhi izonquma ukuthi izikhangiso zakho zikhonjiswa kanjani. Isikhangiso sakho kufanele sitshele abangaba amakhasimende ukuthi yini abangayilindela ebhizinisini lakho, nikeza isicelo esiphoqayo esenzweni, futhi ikhange kubasebenzisi kuwo wonke amadivayisi.

Izinto ezintathu ezinomthelela ku-Quality Score ye-akhawunti yakho yizo: izinga lokuchofoza elilindelekile (I-CTR), isipiliyoni sekhasi lokufika (LE), kanye nokuhambisana kwesikhangiso kunhloso yeseshi. Uma uqhathanisa amaphuzu angukhiye avela ngaphansi kwamaqembu ezikhangiso ahlukene, uzobona ukuthi Izilinganiso Zekhwalithi zalawo magama angukhiye zizohluka kumagama angukhiye afanayo kwamanye amaqembu ezikhangiso. Izizathu zalokhu zihlanganisa ukwakhiwa kwezikhangiso okuhlukile, amakhasi okufika, ukuqondisa kwezibalo zabantu, futhi nokuningi. Uma isikhangiso sakho sithola isikolo sekhwalithi ephansi, uzoba nokuqonda kangcono ukuthi isikolo sekhwalithi sibalwa kanjani. Imiphumela yalokhu kuhlaziya ishicilelwa kuwebhusayithi ye-Google futhi ibuyekezwa njalo ezinsukwini ezimbalwa.

Endalini ye-Adwords, I-Quality Score yakho ithonya izinga lesikhangiso sakho kanye nezindleko ngokuchofoza ngakunye. Uzothola ukuthi i-CPC ephansi isho imali encane esetshenzisiwe ngokuchofoza ngakunye. Izilinganiso Zekhwalithi nazo kufanele zicatshangelwe ngebhidi yakho. Ukuphakama kwakho kwekhwalithi Score, maningi amathuba okuthi uzovezwa esikhangisweni sakho. Endalini yesikhangiso, i-CPC ephakeme izongenisa imali eyengeziwe yenjini yokusesha.

Izindleko

Omunye wemibuzo ebaluleke kakhulu okufanele uzibuze yona “yini izindleko ze-Adwords?” Iningi labanikazi bamabhizinisi abazi ngezindleko ezihambisana nokukhangisa ku-inthanethi. Izindleko ngokuchofoza ngakunye noma i-CPC yizindleko ezilawulwa yi-Google Adwords kusetshenziswa imethrikhi ebizwa ngokuthi i-CPC ephezulu. Le metric ivumela abakhangisi ukuthi balawule amabhidi abo ngokuya ngenani lemali abangakwazi ukulisebenzisa ngokuchofoza ngakunye. Izindleko zokuchofoza ngakunye zincike kusayizi webhizinisi lakho kanye nomkhakha okuwo.

Ukuze uqonde izindleko zesofthiwe ye-PPC, uzofuna ukucabangela ukuthi uzokwaba kanjani isabelomali sakho. Ungakwazi ukwaba isabelomali sakho ekukhangisweni kweselula nedeskithophu, futhi ungaphinda uqondise kumadivayisi eselula athile ukuze ukhuphule ukuguqulwa. Izindleko zesofthiwe ye-PPC ngokuvamile zisekelwe kumodeli yokubhalisa, ngakho qiniseka ukuthi uhlanganisa izindleko zokubhalisa. I-WordStream inikeza izinhlelo ezikhokhelwa ngaphambili nezinkontileka zezinyanga eziyisithupha. Uzothola kulula ukwenza isabelomali sesofthiwe ye-PPC ngale ndlela, inqobo nje uma uqonda imigomo nemibandela.

Indlela ejwayeleke kakhulu yokunquma izindleko ze-Adwords yizindleko ngokuchofoza ngakunye (I-PPC). Isetshenziswa kangcono uma ufuna ukukhomba izethameli ezithile eziqondiwe futhi ungaqondile umthamo omkhulu wethrafikhi nsuku zonke. Izindleko ngemilimitha ngayinye, noma i-CPM, indlela yokubhida iwusizo kuzo zombili izinhlobo zemikhankaso. I-CPM ikunikeza ukuqonda ngenani lemibono etholwa isikhangiso sakho, okubalulekile uma usungula umkhankaso wokumaketha wesikhathi eside.

Njengoba inani labaqhudelana nabo ku-inthanethi liqhubeka nokukhuphuka, izindleko ze-Adwords ziyaphuma esandleni. Eminyakeni embalwa edlule, ukukhokhela ukuchofoza kwakuseyizindleko eziphansi uma kuqhathaniswa. Manje, nabantu abaningi ababhida ku-Adwords, kungenzeka ukuthi amabhizinisi amasha asebenzise i-EUR5 ngokuchofoza ngakunye kwamanye amagama angukhiye. Ngakho, ungakugwema kanjani ukusebenzisa imali eningi emikhankasweni yakho ye-Adwords? Kunezindlela eziningi zokulawula izindleko ezihlobene ne-Adwords.