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Uma umusha ku-Adwords, ungase uzibuze ukuthi ungayandisa kanjani imali oyisebenzisayo. Kunezinto ezimbalwa okufanele uzicabangele lapho usungula umkhankaso oyimpumelelo, kuhlanganise Izindleko ngokuchofoza ngakunye (CPC), Isu lokubhida, Izinga lokuchofoza, kanye namagama angukhiye angalungile. Kulesi sihloko, uzofunda ukuthi ungasebenzisa kanjani lawa mathuluzi ngempumelelo ukuze uthole imali eningi kakhulu yemali yakho. Uma ungaqiniseki ukuthi yimaphi amamethrikhi okufanele uwalandele, sihlukanise izisekelo.
Uma ufuna ukwazi ukuthi zibiza malini izikhangiso zakho, kufanele wazi ukuthi kunezici ezimbalwa ezinquma inani olisebenzisayo ngokuchofoza ngakunye. Amagama akho angukhiye, umbhalo wesikhangiso, ikhasi lokufika, kanye nemiphumela yekhwalithi konke kudlala indima enanini olisebenzisayo ngokuchofoza ngakunye. Ukuze uthuthukise i-CTR yakho, qiniseka ukuthi zonke lezi zici zihambisana nebhizinisi lakho. Ukuthola i-CTR ephezulu kuzoqinisekisa i-Google ukuthi iwebhusayithi yakho ihambisana namagama okusesha abantu abawabhalayo.
Enye yezinto ezibaluleke kakhulu okumele uyikhumbule yisilinganiso sezindleko ngokuchofoza ngakunye kwe-AdWords (CPC). Nakuba le nombolo ingahluka kakhulu, ngokuvamile lingaphansi kwedola elilodwa. I-CPC emaphakathi ye-e-commerce ingu $0.88, ngakho ukubhida $5 ngokwetemu elihlobene namasokisi eholide ngeke libe nanzuzo. Uma amasokisi ayenjalo $3, isilinganiso se-CPC singaba ngaphansi kakhulu. Kufanele njalo uqiniseke ukuthi ulandelela izindleko zakho nge-Google Spreadsheet noma uhlelo olufanayo.
Ngaphandle kwezindleko eziphezulu ze-AdWords, kusengenzeka ukugcina isabelomali sakho sokumaketha sisesimweni. I-AdWords ikuvumela ukuthi uqonde amakhasimende akho ngokusekelwe endaweni, ulimi, kanye nedivayisi. Ngaphezu kwalokho, ungasebenzisa ngisho ne-Google Pay ukuze ukhokhe $1,000,000 kuzikweletu ze-Adwords. Unganweba isikweletu emikhankasweni yakho yokukhangisa futhi uyikhokhe nyanga zonke ngendlela yebhili. Abakhangisi abaningi abakhulu sebevele basebenzisa le nketho ukuze bakhokhele amakhasimende abo.
Enye into ebalulekile okufanele uyicabangele izindleko zemikhankaso yakho. Imikhankaso eminingi yezikhangiso eyimpumelelo yileyo eshayela i-ROI ephezulu kakhulu, ngaphandle kokulahlekelwa noma yikuphi ukuthengisa noma amathuba okuhola. Kufanele futhi ukhumbule ukuthi amabhidi aphansi awakhiqizi ithrafikhi yekhwalithi ephezulu. Ngenxa yalokho, I-CPC yakho ephezulu akuyona inani olikhokhayo, futhi ukhokha kuphela okwanele ukusula imikhawulo Yezinga Lesikhangiso futhi wehlule izimbangi zakho.
Ukuze ukwandise inzuzo yomkhankaso wakho we-Adwords, kufanele usebenzise isu lokubhida elihlakaniphile. Leli su lilungele labo abangenaso isiqiniseko sokuthi imaphi amagama angukhiye azobalethela inzuzo enkulu noma abangenaso isikhathi sokusetha amabhidi mathupha.. Leli su lokubhida libandakanya ukusetha ibhidi ephezulu yamagama angukhiye athile futhi lisebenza kuphela kulawo magama angukhiye. Lolu hlobo lwesu lokubhida luzoqinisekisa ukuthi izikhangiso zakho zithola ukuvezwa okuphezulu.
Leli su lokubhida lingasetshenziswa ukukhulisa ukuguqulwa. Izobonisa izikhangiso lapho abantu besesha igama lakho elingukhiye noma bavale ukuhluka. Nokho, kuyabiza futhi. Kufanele usebenzise leli su kuphela uma ibhajethi yakho inkulu. Leli su likukongela isikhathi esiningi ngoba lizenzela amabhidi. Kodwa kungase kungafaneleki kulabo abangenaso isikhathi sokucwaninga nokuhlola amasu ahlukene. Indlela engcono kakhulu ongayisebenzisa emkhankasweni wakho ukuthola leyo elungele izethameli zakho ozihlosile kanye nesabelomali sakho.
Zibekele ukukhulisa amazinga okuguqulwa ngokwandisa ibhidi yezikhangiso ezingase zikhiqize ukuguqulwa okwengeziwe. Ukusebenzisa leli su kungathuthukisa i-ROI yomkhankaso wakho. Ibhidi ephezulu izoholela ekuchofozweni okwengeziwe, kodwa izokubiza imali eyengeziwe uma yehluleka ukushayela ukuguqulwa. Ngakho, uma ukhetha isu lokubhida lomkhankaso wakho we-Adwords, khumbula ukuthi leli su akulona elabo bonke abakhangisi.
Leli su lokubhida lilungele abasebenzisi abanemigomo ethile. Uma uzama ukukhulisa ukuchofoza kwakho ngezinga noma izinga lokuvelayo, i-CPM ebukekayo iyindlela enhle yokufeza umgomo wakho. Uma uthola ukuguqulwa okwengeziwe ngezindleko ezithile, imali eningi oyoyenza. Leli su lokubhida lizokusiza futhi ukuthi uthuthukise ukuqashelwa komkhiqizo wakho futhi ukhulise ukuqwashisa komkhiqizo. Ngakho, sebenzisa leli su ukuze wandise inzuzo yakho. Nokho, kufanele ukhumbule ukuthi abukho usayizi owodwa olingana sonke isixazululo uma kuziwa ekukhetheni isu lokubhida.
Ukuthola izinga eliphezulu lokuchofoza emikhankasweni ye-Adwords kuwuphawu oluhle, kodwa uma isikhangiso sakho sihluleka ukuguqula izivakashi zibe amakhasimende akhokhayo, imiphumela ingaphansi kokwanelisayo. Ukudala izikhangiso ezifanele ezikhomba amagama angukhiye alungile kuyisihluthulelo sokukhulisa amanani okuchofoza, ngakho-ke kubalulekile ukuhlola isici ngasinye. Ucwaningo lwamagama angukhiye lungenye ingxenye ebalulekile, ngakho qiniseka ukuthi izikhangiso zakho ezikhokhelwayo zihambisana nabantu abasesha imikhiqizo noma amasevisi owanikezayo.
Izinga lokuchofoza elimaphakathi lemikhankaso ye-AdWords seliseduze 5% yokusesha kanye 0.5-1% kumanethiwekhi okubonisa. Izilinganiso zokuchofoza ziyasiza lapho uklama kabusha imikhankaso, njengoba bekhombisa intshisekelo yabathengi abangaba. Izilinganiso zokuchofoza zingakalwa ngokuthi kungakanani okulandwayo okuqukethwe umsebenzisi akutholayo. Kwenze kube lula kumakhasimende ukulanda okuqukethwe kwakho, njengoba lokhu kuzokhulisa ukwaneliseka kwamakhasimende, futhi ekugcineni, amathuba abo okuthenga imikhiqizo yakho.
Ukuze uqonde indlela yokwandisa i-CTR yakho, bheka idatha evela ezinhlotsheni ezahlukahlukene zama-akhawunti e-AdWords. Ngokwesibonelo, Ama-akhawunti e-B2B ngokuvamile anama-CTR aphezulu kunama-akhawunti e-B2C. Lawa ma-akhawunti maningi amathuba okuthi akhiqize umkhondo ofanelekayo futhi athengise izinto ezinenani eliphezulu. Lawo ma-akhawunti anama-CTR aphansi angahlaziywa kusetshenziswa isampula yama-akhawunti awo, okusho ukuthi imiphumela ayikwazi ukumela uhla olubanzi lwama-akhawunti.
Uma usebenzisa umkhankaso wesikhangiso sosesho, ungalindela ukuthola i-CTR ephakeme kakhulu embonini yokuqomisana noma yokuhamba. Imikhankaso eyenziwe yasendaweni nayo ingakhuphula i-CTR yakho, njengoba abathengi bendawo bethemba izitolo zasendaweni. Yize izikhangiso zombhalo nezithombe zingase zingakhohlisi njengalezo ezisetshenziselwa ukukhiqiza okuphambili, izikhangiso zolwazi zingavusa ilukuluku futhi zikholise ababukeli ukuthi bazichofoze. Kubalulekile ukwazi ukuthi igama elingukhiye ngalinye, isikhangiso, futhi ukufakwa kuhlu kune-CTR yayo.
Kunezizathu eziningi zokusebenzisa amagama angukhiye angalungile ku-Adwords. Ukuzisebenzisa kuzokusiza ukuthi uqondise izethameli ezifanele kakhulu futhi wehlise ukuchofoza okumoshayo. Ukwengeza, lawa mathuluzi azokusiza ukuthi ugweme ukubhida ngokwakho noma ukwenza abantu ababonayo badle inyama. Ngakho, ungasebenzisa kanjani amagama angukhiye angalungile? Ungafunda ukuze uthole ukuthi kungani amagama angukhiye angalungile ebaluleke kangaka. Nazi ezinye zazo:
Amagama angukhiye abalulekile abhekisela egameni elimaphakathi noma elibaluleke kakhulu lebinzana elingukhiye. Ngokwesibonelo, uma uyi-plumber, ufuna ukukhangisa kulabo abafuna izinsiza zakho, hhayi kulabo abafuna umsebenzi. Ngakho-ke, igama lakho elingukhiye elingalungile lithi “osebenza ngamapulangwe” futhi “osebenza ngamapulangwe.” Uma ukhangisa ibhodi lomsebenzi, uzosebenzisa izwi “umsebenzi” njengegama elingukhiye eliphikisayo.
Enye indlela yokuhlonza amagama angukhiye angemuhle ukubuka umbiko wakho Wombuzo Wosesho. Ukusebenzisa lo mbiko, ungakwazi ukukhomba imibuzo yosesho engahambisani ne-niche yakho. Ngokusebenzisa amagama angukhiye aphikisayo, uzokwazi ukuthuthukisa imikhankaso yakho yezikhangiso. Ngokwesibonelo, uma uthengisa umatilasi, ungase ukhethe ukukhangisa umatilasi wamadoda, kodwa ungathanda ukugxila kwabesifazane. Kwabesilisa, nokho, amagama angukhiye aphikisayo angase angafaneleki kangako.
Nakuba ukufaniswa okunegethivu okubanzi akusebenzi ekufanisweni kwamagama, izovimbela izikhangiso ukuthi zingaveli uma umbuzo unawo wonke amagama nemisho engemihle. Ukufana ncamashi nokunegethivu kuzovimbela izikhangiso ukuthi zingaveli emibuzweni yosesho equkethe lawo magama. Lawa magama angukhiye angemahle mahle kumagama ebhrendi anobudlelwano obuseduze kanye neminikelo efanayo. Kubalulekile ukwazi ukuthi amagama angukhiye angalungile asho ukuthini kuwe. Uma ungafuni ukuchitha imali eningi ezikhangisweni, amagama angukhiye angalungile ayindlela engcono kakhulu yokwenza izikhangiso zakho zihambisane.
I-CTR ephezulu akuyona kuphela imethrikhi ebalulekile ekukhangiseni. Imikhankaso yezikhangiso ingakwazi ukuguqulwa ngenxa yokuthi ayiqondile amagama angukhiye alungile. Ukuvimbela lokhu, kubalulekile ukuhlola yonke into yesikhangiso sakho. Ucwaningo lwamagama angukhiye lungenye ingxenye ebalulekile, ukuze izikhangiso zakho ezikhokhelwayo zihambisane. Uma wehluleka ukwenza njalo, uzochitha imali.
Ungakwazi ukukhuphula izinga lokuchofoza ngokwenza isikhangiso sakho sikhonge ngangokunokwenzeka. Zama ukuphakamisa umnikelo okhethekile. Qiniseka ukuthi ugxile esihlokweni sakho sokuthengisa esiyingqayizivele futhi unikeze izinzuzo ezibonakalayo kubasebenzisi bakho. Ngokwenza kube lula ukuthatha isinyathelo, abantu bazokwazi ukuchofoza esikhangisweni sakho. Kuzosiza futhi ukubhala ikhophi yesikhangiso ekhangayo. Ngokulandela lezi zinyathelo, uzobe usendleleni eya ekudaleni izikhangiso ngezinga lokuchofoza okungenani 8%.
