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I-Google Adwords iwuhlelo olufana nokuqukethwe kokukhangisa namakhasi omshicileli ukuze kwandiswe ithrafikhi. Futhi isiza abakhangisi ngokuthola ukuchofoza okuwumgunyathi nokwabelana ngemali engenayo nomshicileli. Abashicileli banezinzuzo ezimbalwa ezihlobene ne-Adwords. Lezi zihlanganisa: Izindleko ngokuchofoza ngakunye, isikolo sekhwalithi, kanye nokutholwa kokukhwabanisa. I-Adwords iyithuluzi elisebenzayo lokwenza imali ngokuqukethwe kanye nokwenza ngcono ithrafikhi yonke yewebhusayithi. Futhi kumahhala ukuthi abashicileli bayisebenzise futhi itholakala kunoma ubani ongathanda ukuqala ibhizinisi ku-inthanethi.
Izindleko ngokuchofoza ngakunye kwe-Adwords iyingxenye ebalulekile yokuthengisa online, kodwa kufanele ukhokhe malini? Inethiwekhi ye-Adwords yakwaGoogle inamakhulu ezinkulungwane zamagama angukhiye atholakalayo ukuze abhide. Nakuba ama-CPC ngokuvamile engaphansi $1, ukuchofoza kungabiza kakhulu, ikakhulukazi ezimakethe ezincintisana kakhulu. Noma kunjalo, kubalulekile ukucabangela i-ROI lapho uhlela umkhankaso. Ngezansi ukuhlukaniswa kwama-CPC yimboni.
Izindleko zokukhokha ngokuchofoza ngakunye zincike ekutheni izikhangiso zakho zifana kanjani nemigomo yosesho yamakhasimende akho. Kunezindlela ezimbalwa zokuqinisekisa ukuthi izikhangiso zakho zifana namakhasimende akho’ imibuzo. Enye indlela ukusebenzisa amagama angukhiye aphikisayo, okungamagama azwakala afana nalawo ofuna avele, kodwa abe nencazelo ehlukile. Kufanele ugweme ukusebenzisa amagama angukhiye angalungile ngaphandle uma ebaluleke kakhulu ebhizinisini lakho. Lezi zindlela azisebenzi nje kuphela kodwa zingakhuphula izindleko zakho ngokuchofoza ngakunye.
Amamethrikhi e-CPC ahlukaniswe abe izinhlobo ezintathu – isilinganiso, esiphezulu, kanye nemanuwali. I-CPC enkulu inani ocabanga ukuthi ukuchofoza kulifanele. Kodwa khumbula ukuthi kubalulekile ukusetha i-CPC ephezulu ephansi uma uqhathanisa izindleko ngokuchofoza ngakunye nenani ozolenza ngempela kulokho kuchofoza.. I-Google incoma ukusetha i-CPC yakho ephezulu kokuthi $1. Izindleko ezenziwa mathupha ngokuchofoza ngakunye zihlanganisa ukusetha ubuningi be-CPC mathupha.
Ikhwalithi Yomphumela womkhankaso wakho we-Adwords inqunywa izici ezimbalwa. Izinga lokuchofoza elilindelekile (I-CTR), ukubaluleka kwesikhangiso, kanye nolwazi lwekhasi lokubikezela konke kudlala indima. Uzobona ukuthi namagama angukhiye afanayo kuwo wonke amaqembu ezikhangiso azoba nemiphumela Yekhwalithi ehlukile. Lezi zici zincike ekudaleni izikhangiso, amakhasi okufika, kanye nokukhomba abantu. Uma isikhangiso sakho siba bukhoma, I-Quality Score ilungisa ngokufanele. I-Google inikeza amaphuzu amathathu ekhwalithi ahlukene emikhankaso eyahlukene: “Phansi”, “Maphakathi”, futhi ‘Phezulu.”
Ngenkathi ingekho into efana namaphuzu aphelele, ziningi izinto ongazenza ukuze uthuthukise isikolo sakho se-QA. Enye yalezi zinto ishintsha ikhasi lakho lokubikezela. Qiniseka ukuthi ifana nemikhankaso yakho ye-Adwords namagama angukhiye. Ngokwesibonelo, uma uthengisa amapeni aluhlaza, kufanele udale iqembu lesikhangiso elinalelo gama elingukhiye. Ikhasi lakho lokubikezela kufanele linikeze inani eliphelele lolwazi. Okuqukethwe kwekhasi lakho lokubikezela kubaluleke ngokufanayo njengeqembu lesikhangiso.
Isikolo sekhwalithi yesikhangiso sakho sizothinta ukuma kwaso ku-SERP kanye nezindleko zayo. Uma unesikhangiso esibonisa ikhwalithi ephezulu, izobekwa phezulu kwe-SERP. Lokhu kusho abangaba abavakashi abaningi nokuguqulwa kwesikhangiso sakho. Nokho, Ukuthuthukisa Isikolo sakho Sekhwalithi akuwona umzamo wesikhathi esisodwa. Empeleni, kuzothatha isikhathi ukubona imiphumela.
Ukuze wenze okuhle nge-AdWords, kufanele wenze ucwaningo olunzulu lwamagama angukhiye. Ngenkathi kufanele ugxile kumagama angukhiye adumile, kufanele futhi ucabangele niche namagama angukhiye angancintisani kakhulu. Isinyathelo sokuqala ocwaningweni lwamagama angukhiye ukukhomba ukuthi yimaphi amagama angukhiye azoletha imiphumela engcono kakhulu. Sebenzisa amathuluzi azokunikeza umbono womncintiswano wegama elingukhiye ofuna ukuliqondisa. I-Keyword Planner ye-Google iyithuluzi eliwusizo lokucwaninga kwamagama angukhiye, futhi kumahhala.
Lapho usesha igama elingukhiye elilungile, udinga ukucabangela inhloso yomsebenzisi. Injongo yezikhangiso ze-Google ukuheha amakhasimende afuna ngenkuthalo izixazululo zenkinga. Nokho, akufanele ukhohlwe ukuthi abantu abangazisebenzisi izinjini zokusesha bangase bavele baphequlule futhi babheke umkhiqizo noma isevisi. Ngaleyondlela, ngeke uchithe isikhathi sakho kubantu abangenandaba nalokho okumele unikeze.
Uma usuwanciphise amagama angukhiye azodonsa abantu abaningi kuwebhusayithi yakho, sekuyisikhathi sokwenza ucwaningo lwegama elingukhiye. Lokhu kubalulekile kumkhankaso we-AdWords oyimpumelelo. Ucwaningo lwamagama angukhiye lukusiza ukuthi unqume ukuthi udinga ukusebenzisa malini ngokuchofoza ngakunye. Khumbula ukuthi izindleko ezimaphakathi ngokuchofoza ngakunye ziyahlukahluka kuye ngomkhakha kanye negama elingukhiye. Uma ungazi ukuthi yimalini ongayisebenzisa kumagama angukhiye, ungase uthande ukucabangela ukukhipha umsebenzi kuchwepheshe.
Ngokungafani nezikhangiso ze-Google ezivamile, I-Adwords Express idinga kuphela isikhangiso esisodwa emkhankasweni ngamunye. Iphinde ikuvumela ukuthi udale imikhankaso eminingi. Ungaqalisa nge-Adwords Express ngokugcwalisa izinyathelo ezimbalwa ezilula. Dala isikhangiso sakho sombhalo kanye nebhajethi, futhi i-Google izodala uhlu lwamagama angukhiye ahlobene namawebhusayithi ahlobene. Ungakhetha ifomethi yesikhangiso evumelana kangcono nebhizinisi lakho. Ukuze uthuthukise ukubekwa kwakho kwesikhangiso, zama ukusebenzisa ukuhluka kwegama elingukhiye elithize.
Enye inzuzo ebalulekile ye-Adwords Express ukusetha kwayo okunezindleko eziphansi. Ngokungafani nemikhankaso egcwele ye-Adwords, ayidingi ukutshalwa kwezimali kokuqala. Ungadala umkhankaso kumaminithi ambalwa bese uqala ukuwuhlola ngokushesha. Ngosizo lwezibalo ezakhelwe ngaphakathi, uzokwazi ukubona imiphumela yomkhankaso wakho wesikhangiso, futhi ubone ukuthi yimaphi amagama angukhiye asebenza kangcono. Kuye ngezinjongo zakho, ungase ufise ukudala umkhankaso ongaphezu kowodwa.
Okunye ukuhlehlisa okukhulu kwe-Adwords Express ukuthi ayakhelwe abaqalayo. Ifaneleka kakhulu amabhizinisi amancane nezinhlangano ezinesabelomali esilinganiselwe. Leli thuluzi lingazuzisa izinhlangano ezinezinsiza ezincane zabasebenzi. Nokho, amabhizinisi amancane kufanele aqhubeke ngokuqapha futhi acabange ukuqasha i-ejensi ye-PPC noma umxhumanisi we-PPC ukusiza ngomkhankaso. Awudingi ukuba uchwepheshe ku-PPC ukuze uvune izinzuzo zaleli thuluzi.
Ukubuyisela kabusha nge-Adwords kuyindlela enhle yokufinyelela izethameli ezihlosiwe zewebhusayithi yakho. Ubuchwepheshe bokuphinda kuthage busebenza ngokusebenzisa amakhukhi omsebenzisi omusha, okungamafayela amancane agcinwe esipheqululini futhi aqukethe ulwazi olufana nezintandokazi. Uma othile evakashela iwebhusayithi yakho futhi, ukuqondisa kabusha izikhangiso kuzongeza imininingwane yazo engaziwa kusizindalwazi se-Google futhi ikwazise ukubonisa izikhangiso zabo. Nansi indlela ongasetha ngayo izikhangiso ezikhonjwa kabusha:
Izikhangiso ezikhomba kabusha kufanele zihambisane nokuqukethwe kuwebhusayithi yakho, kunokuba jikelele, imiyalezo ejwayelekile. Kufanele baqondise abangaba amakhasimende ekhasini lomkhiqizo elilungiselelwe lowo mkhiqizo. Kubalulekile ukudala uhlu lokuqondisa kabusha oluqondise kumakhasimende ashiye obhasikidi wawo wokuthenga noma achitha isikhathi ephequlula imikhiqizo yakho. Ngale ndlela, ungakwazi ukuhlela izikhangiso zakho ukuze zifinyelele amakhasimende okungenzeka kakhulu ukuthi athenge umkhiqizo wakho. Ngaphezu kokusebenzisa isici sokukhomba kabusha, ungakha uhlu lwakho lokumaketha kabusha futhi uqondise abantu ngokusekelwe ekuthengeni kwabo kwangaphambilini.
Imikhankaso yokumaketha kabusha ye-Google Adwords ingaqalwa kusetshenziswa i-akhawunti yakho ekhona, futhi ungakhetha ukuphinda uqondise izethameli ezifanayo kuyo yonke Inethiwekhi Yokubonisa ye-Google, I-YouTube, kanye nezinhlelo zokusebenza ze-Android. I-Google isebenzisa i-CPM (Izindleko Ngezinkulungwane Ngemibono) kanye ne-CPC (Izindleko Ngokuchofoza ngakunye) amamodeli entengo, futhi ungakhetha phakathi kwezindleko zokuthola ngakunye (CPA) imodeli noma i-CPA (Izindleko Ngesenzo ngasinye).
I-CPC (izindleko zokuguqulwa ngakunye) ye-Adwords isilinganiso sokuthi ukhokha malini ngokuguqulwa ngakunye. Imele izindleko zokudayisela ikhasimende umkhiqizo noma isevisi. Njengesibonelo, umnikazi wehhotela angase asebenzise Izikhangiso ze-Google ukuze andise inani lokubhukha kwehhotela. Ukuguqulwa kulapho isivakashi siqeda isenzo esithile esifana nokubhalisela i-akhawunti, ukuthenga umkhiqizo, noma ukubuka ividiyo. Izindleko ngokuguqulwa ngakunye zibalulekile ngoba kumelela impumelelo yesikhangiso, kuyilapho i-CPC iyizindleko zesikhangiso.
Ngaphandle kwe-CPC, umnikazi wewebhusayithi angakwazi futhi ukumisa imibandela ethile yokuguqula yezikhangiso zabo. Imethrikhi evamile yokuguqulwa ukuthenga okwenziwa ngewebhusayithi, kodwa abakhangisi be-e-commerce bangasebenzisa ifomu lokuxhumana ukuze balinganise ukuthengiswa. Uma iwebhusayithi iqukethe inqola yokuthenga, ukuthenga kuzothathwa njengokuguqulwa, kuyilapho inkundla yokukhiqiza ehamba phambili ingase icabangele ukugcwalisa ifomu lokuxhumana njengokuguqulwa. Ngaphandle kwenhloso yomkhankaso wakho, izindleko zemodeli ngayinye yokuguqulwa kuwukutshalwa kwezimali okuzwakalayo ku-AdWords.
Izindleko zokuguqulwa ngakunye ziphezulu kune-CPC ngokuchofoza nje, futhi ngokuvamile kufika $150 noma ngaphezulu ukuze uguqule. Izindleko zokuguqulwa zizohluka kuye ngomkhiqizo noma isevisi ethengiswayo kanye nezinga eliseduze lomthengisi. Izindleko zokuguqulwa ngakunye nazo zibalulekile ngoba zizonquma i-ROI yebhajethi yakho yokukhangisa. Uma ufuna ukwazi okwengeziwe mayelana nokuthi yimalini okufanele uyikhokhele i-AdWords, qala ngokulinganisa isilinganiso sehora sommeli wakho.
