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Ngaphambi kokuzama ukusebenzisa i-Adwords, udinga ukucwaninga amagama akho angukhiye. Ngaphezu kwalokho, udinga ukwazi ukuthi ungakhetha kanjani uhlobo lomdlalo, okusho ukuthi i-Google ifana eduze kangakanani negama lakho elingukhiye nalokho abantu abakuseshayo. Izinhlobo ezahlukene zokufanisa zihlanganisa okuqondile, umusho, futhi ebanzi. Ufuna ukukhetha uhlobo olunembile kakhulu lokufanisa, futhi okubanzi wuhlobo oluthile lokufanisa okuncane kakhulu. Uma ungaqiniseki ukuthi yiluphi uhlobo ongalukhetha, cabanga ukuskena iwebhusayithi yakho futhi ukhethe inhlanganisela engcono kakhulu ngokusekelwe kokuqukethwe kwayo.
Indlela enhle yokwenza ngokugcwele umkhankaso wakho we-AdWords ukwenza ucwaningo lwamagama angukhiye. Ungasebenzisa ithuluzi lamagama angukhiye lamahhala le-Google, i-Keyword Planner, noma elinye ithuluzi lokucwaninga igama elingukhiye elikhokhelwayo. Kunoma yikuphi, ucwaningo lwakho kufanele lugxile emagameni anethuba eliphakeme kakhulu lokukleliswa kusesho lwe-Google. I-buer persona yiphrofayili yekhasimende elifanelekile. Ichaza izici zabo, imigomo, izinselele, amathonya, kanye nemikhuba yokuthenga. Ukusebenzisa lolu lwazi, ungakhetha amagama angukhiye afaneleka kakhulu omkhankaso wakho we-AdWords. Ungasebenzisa futhi amathuluzi okucwaninga amagama angukhiye afana ne-Alexa ukuze uthole ulwazi ngabancintisana nabo namagama angukhiye akhokhelwayo.
Uma usunohlu lwamagama angukhiye, ungahlunga uhlu lwakho ukuze uthole lezo ezizokhiqiza inzuzo ephezulu kakhulu. Igama elingukhiye lembewu ibinzana elidumile elichaza umkhiqizo noma isevisi. Ngokwesibonelo, “ushokoledi” kungase kube igama elingukhiye lembewu enhle. Bese, usebenzisa ithuluzi lokukhetha igama elingukhiye njenge-Google Keyword Tool, nwebisa ukusesha kwakho kwamanye amatemu ahlobene. Ungasebenzisa inhlanganisela yamagama ahlobene ukuze uqhubeke ucwenge icebo lakho.
Kubalulekile ukwenza ucwaningo lwamagama angukhiye ezigabeni zokuqala zomkhankaso wakho. Ukwenza kanjalo kuzoqinisekisa ukuthi isabelomali sakho sifanelekile futhi umkhankaso wakho unethuba elingcono kakhulu lokuphumelela. Ngaphandle kokunquma inani lokuchofoza okudingekayo ukuze kukhiqizwe inani elithile lemali engenayo, ucwaningo lwamagama angukhiye luphinde luqinisekise ukuthi uqondise amagama angukhiye alungile omkhankaso wakho. Khumbula, izindleko ezimaphakathi ngokuchofoza ngakunye zingahluka kakhulu kusuka kwegama elingukhiye kuye kwegama elingukhiye kanye nezimboni kuya embonini.
Uma usuwahlonze amagama angukhiye alungile, usukulungele ukuthola ukuthi izimbangi zenzani kumawebhusayithi abo. I-SEO ihlanganisa izici ezihlukene zokumaketha kwedijithali, njengokushiwo ezinkundleni zokuxhumana kanye nethrafikhi yamagama angukhiye athile. I-SOV yomkhiqizo kanye nokuma okuphelele emakethe kuzokusiza ukuthi unqume ukuthi unganweba kanjani futhi ubahehe abasebenzisi bakho. Ngaphezu kokucwaninga amagama angukhiye, ungakwazi futhi ukuqhathanisa izimbangi’ amasayithi ocwaningo lwamagama angukhiye wezinto eziphilayo.
Ukubhida ku-Google Adwords kuyinqubo yokukhokhela i-Google ithrafikhi efinyelela kuwebhusayithi yakho. Ungakhetha phakathi kwezindlela ezihlukene zokubhida. Ukubhida kwezindleko ngokuchofoza ngakunye yikhona okudume kakhulu. Ngale ndlela, ukhokha kuphela uma othile echofoza esikhangisweni sakho. Nokho, Ukubhida kwe-CPC nakho kuyinketho. Ngokubhida ngale ndlela, ukhokha kuphela uma othile echofoza esikhangisweni sakho.
Nakuba kungenzeka ukuthenga isikhangiso futhi ubone ukuthi senza kanjani, kusabalulekile ukuyigada. Uma ufuna ukubona inani eliphakeme kakhulu lokuguqulwa futhi ukuguqulele ekuthengisweni, udinga ukwenza isiqiniseko sokuthi izikhangiso zakho ziqondiswe kubantu abathanda lokho okunikezayo. Umncintiswano ushubile futhi ungasebenzisa lolu lwazi ukwenza umkhankaso osebenza ngempumelelo. Ungahlala ufunda kubo njengoba ulungiselela umkhankaso wakho ukuze uthole i-ROI ephezulu kakhulu.
Isikolo sekhwalithi enye imethrikhi okufanele icatshangelwe. Umphumela wekhwalithi isilinganiso sokuthi isikhangiso sakho sifaneleka kangakanani emibuzweni yosesho. Ukuba nekhwalithi ephezulu kuzosiza izinga lesikhangiso sakho, ngakho ungesabi ukuyithuthukisa! Ngokwandisa ibhidi yakho, ungathuthukisa isikolo sakho sekhwalithi yesikhangiso. Kufanele uhlose ukuthola okungenani isikolo sekhwalithi 6.
Kubalulekile ukukhumbula ukuthi inkundla ye-Google ye-Adwords ingaba nzima ngezinye izikhathi. Ukukusiza uqonde yonke inqubo, yihlukanise ibe izingxenye ezincane. Iqembu ngalinye lesikhangiso lingelomkhankaso, okuyilapho ungaphatha khona ibhajethi yakho yansuku zonke kanye nesabelomali esiphelele. Imikhankaso iwumgogodla womkhankaso wakho futhi kufanele kube into oyigxilisa kakhulu kuyo. Kodwa ungakhohlwa ukuthi umkhankaso wakho ungaqukatha amaqembu ezikhangiso amaningi.
I-Adwords’ Umphumela Wekhwalithi isilinganiso sokuthi izikhangiso zakho zifana kangakanani nokuqukethwe kwesayithi lakho. Kukuvimbela ekuboniseni izikhangiso ezingabalulekile. Le metric ingaba nzima ukuyiqonda futhi uthuthuke uwedwa. Ingafinyelelwa kuphela Ngombiko Wokusebenza Wamagama Angukhiye we-Adwords. Awukwazi ukuyisebenzisa kwezinye izinhlelo ezinikeza izikhangiso ezifana ne-DashThis. Uhlu olungezansi yizinqubo ezihamba phambili zokuthuthukisa Isikolo sakho Sekhwalithi.
I-CTR iyinkimbinkimbi kakhulu kunalokho engase ibonakale. Icabangela idatha yomlando kanye nokuncintisana kwamanje kwegama elingukhiye. Ngisho noma igama elingukhiye line-CTR ephansi, isengathola amaphuzu ekhwalithi ephezulu. I-Google izokwazisa kusengaphambili ukuthi yimalini ongalindela ukuyithola lapho isikhangiso sakho siba bukhoma. Lungisa umbhalo wesikhangiso sakho ngokufanele. Ungathuthukisa Isikolo sakho Sekhwalithi ngokuthuthukisa lezi zingxenye ezintathu.
Izinga lokuchofoza kungenye into ebalulekile. Uma isikhangiso sakho sithola ukuchofoza okuhlanu, izoba nekhwalithi yamaphuzu 0.5%. Ukuthola okuvelayo okuningi emiphumeleni yosesho akusizi uma kungekho muntu ochofoza kukho. Le nkomba isetshenziselwa ukunquma ukuhambisana kwezikhangiso zakho. Uma izikhangiso zakho zingakutholi ukuchofoza okwanele, I-Quality Score yakho ingase ibe ngaphansi kunomncintiswano. Nokho, akusho ukuthi kufanele uyeke ukudlala izikhangiso uma i-Quality Score yakho iphansi.
Ngaphezu kwezinga eliphezulu lokuchofoza, izikhangiso zakho kufanele zihambisane namagama angukhiye aqondiwe. Umphathi omuhle wesikhangiso uyazi ukuthi ujula kangakanani namaqembu wamagama angukhiye. Kunezici eziningi ezakha isikolo sekhwalithi, futhi ukusebenzela ukuzithuthukisa kungaba yinzuzo ngokuhamba kwesikhathi. Ekugcineni, kungathuthukisa ukuma kwakho, kanye nezindleko zakho ngokuchofoza ngakunye. Nokho, lokhu akukwazi ukufezwa ngobusuku obubodwa, kodwa ngomsebenzi othile, kungenza umehluko omkhulu ngokuhamba kwesikhathi.
Ungase uzibuze ukuthi ungayibala kanjani i-ROI yakho nge-Cost ngokuchofoza ngakunye kwe-Adwords. Ukusebenzisa amabhentshimakhi ezimboni ezahlukene kungakusiza ukuthi usethe isabelomali sakho sokumaketha futhi uzibekele imigomo. Nawa amanye amabhentshimakhi embonini yezindlu ezithengiswayo. Ngokuvumelana namabhentshimakhi womkhakha we-AdWords, I-CPC yale mboni 1.91% kunethiwekhi yokusesha kanye 0.24% kunethiwekhi yesibonisi. Uma uhlela ukusebenzisa i-Google AdWords kuwebhusayithi yakho noma ibhizinisi, gcina lezi zilinganiso engqondweni.
Izintengo ze-CPC zivame ukubizwa ngokuthi zikhokha ngokuchofoza ngakunye (I-PPC) amanani entengo. Izikhangiso ezivela emiphumeleni ephezulu yenjini yokusesha ye-Google zingabiza kancane 81 amasenti ngokuchofoza ngakunye. Lokhu kungase kube izinga legolide lokukhangisa uma kuziwa emapanini okuthosa. Okuphezulu kwe-PPC yakho, lapho inzuzo yakho ekutshalweni izoba phezulu. Nokho, isabelomali sakho se-PPC sizohluka kuye ngokuthi uhambe ngosuku, ukuncintisana kwamagama angukhiye, kanye nekhwalithi yesikolo.
Izindleko ezimaphakathi ngokuchofoza ngakunye kwe-Adwords ziyahlukahluka ngomkhakha, uhlobo lwebhizinisi, kanye nomkhiqizo. Izindleko eziphezulu ngokuchofoza ngakunye zikumasevisi omthengi, izinsiza zomthetho, kanye ne-eCommerce. Izindleko eziphansi ngokuchofoza ngakunye kusekuhambeni nasekuphatheni izihambi. Izindleko ngokuchofoza ngakunye kwegama elingukhiye elithile zincike enanini lebhidi, isikolo sekhwalithi, kanye namabhidi okuncintisana. Izindleko ngokuchofoza ngakunye zingase zishintshe kuye ngezimbangi zakho’ amabhidi kanye nezinga lesikhangiso sakho.
Ukunciphisa izindleko ngokuchofoza ngakunye, ungakhetha ukwenza amabhidi akho ngesandla noma ngokuzenzakalelayo. Bese, I-Google izokhetha ibhidi ehambisana kakhulu ngokwebhajethi yakho. Ungakwazi futhi ukusetha ibhajethi yansuku zonke yomkhankaso wakho, bese ushiye konke ku-AdWords. Ungakwazi ukuthuthukisa i-akhawunti yakho ngokudala nokugcina isakhiwo esifanele, kanye nokwenza ukucwaninga kaningi ukuze kutholakale noma yimaphi amaphutha. Ngakho, ubala kanjani i-CPC yakho?
Ukuba nephikseli yokulandelela ukuguqulwa kwe-Adwords yingxenye ebalulekile yesu lakho lokumaketha ku-inthanethi. Le khodi ikuvumela ukuthi ubone ukuthi zingaki izivakashi eziguqula ngempela kuwebhusayithi yakho. Ungabese usebenzisa le datha ukuze ulungise izikhangiso zesikhathi esizayo futhi uthuthukise ukusebenza kwesayithi lakho lonke. Ukusetha ukulandelela ukuguqulwa kuwebhusayithi yakho, vele udale iphikseli yokulandelela ukuguqulwa kuwebhusayithi futhi ukuyisebenzisele ukulandelela izivakashi’ umsebenzi. Ungabuka idatha kumaleveli amaningana, okuhlanganisa nomkhankaso, Iqembu lesikhangiso, Isikhangiso, kanye negama elingukhiye. Ungakwazi ngisho nokubhida ngamagama angukhiye ngokusekelwe ekusebenzeni kwawo ekuguquleni.
Ukusetha ukulandelela ukuguqulwa kwe-AdWords kulula: umane ufake i-ID yokuguqulwa, Ilebula yokuguqulwa, kanye Nenani Lokuguqulwa. Ungakhetha futhi i- “Umlilo Uvuliwe” idethi yokuthi ikhodi yokulandela iqhume. Ungakhetha idethi ekhasini elithile, njenge “Ngiyabonga” ikhasi, ukuqinisekisa ukuthi ikhodi ivutha ngosuku olufunayo. Idethi ethi Fire On kufanele ibe izinsuku ezimbalwa ngaphambi kwedethi ofisa ukuthwebula ngayo idatha yokuguqulwa.
Ukusebenzisa i-AdWords ngaphandle kokulandelela ukuguqulwa kufana nokukhipha imali emseleni. Kuwukumosha isikhathi nemali ukuqhubeka nokudlala izikhangiso ngesikhathi ulinde inkampani yangaphandle ukuthi isebenzise ikhodi yokulandelela. Idatha yangempela izoqala ukubonakala kuphela uma usunayo ikhodi yokulandelela endaweni. Ngakho-ke yimaphi amaphutha ajwayelekile okulandelela ukuguqulwa? Nazi ezinye izimbangela ezivamile:
Ukusebenzisa ukulandelela ukuguqulwa kwe-AdWords kuyindlela enhle yokubona ukuthi zingaki izivakashi eziguqulayo kusayithi lakho. Ukulandelela ukuguqulwa kwe-AdWords kuyingxenye ebaluleke kakhulu yokumaketha okuku-inthanethi kwamabhizinisi amancane, njengoba ukhokhela konke ukuchofoza. Ukwazi ukuthi zingaki izivakashi eziguqulela ekuthengisweni kuzokusiza ukuthi unqume ukuthi imali oyisebenzisayo ekukhangiseni yenza imali noma cha. Ulazi kangcono izinga lakho lokuguqulwa, izinqumo ezingcono ongazithatha. Ngakho, qala ukusebenzisa ukulandelela ukuguqulwa kwe-AdWords namuhla.
