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Kungenzeka ukuthi usuzwile kakade ngamagama angukhiye namabhidi, kodwa ungase ungazi ukuthi ungayihlela kanjani kahle i-akhawunti yakho ukuze ukhulise ukusebenza kahle kwamadola akho okukhangisa. Okubhalwe ngezansi amathiphu okuthi uyihlela kanjani i-akhawunti yakho. Uma usunombono wokuthi ungayakha kanjani i-akhawunti yakho, ungaqala namuhla. Ungaphinda uhlole umhlahlandlela wethu onemininingwane wokuthi ungakhetha kanjani amagama angukhiye alungile. Ukukhetha amagama angukhiye alungile kubalulekile ekwandiseni ukuguqulwa nokuthengisa kwakho.
Ngenkathi ukhetha amagama angukhiye we-Adwords, khumbula ukuthi akuwona wonke amagama angukhiye adalwe alingana. Nakuba ezinye zibonakala zinengqondo ekuqaleni, empeleni zingase zingasebenzi. Ngokwesibonelo, uma othile ethayipha “iphasiwedi ye-wifi” ku-Google, mhlawumbe abafuni iphasiwedi ye-WiFi yabo yasekhaya. Kungenjalo, bangase bafune iphasiwedi ye-wifi yomngane. Ukukhangisa egameni elifana nephasiwedi ye-wifi ngeke kube nanzuzo kuwe, njengoba abantu bengeke bafune lolo hlobo lolwazi.
Kubalulekile ukwazi ukuthi amagama angukhiye ashintsha ngokuhamba kwesikhathi, ngakho-ke udinga ukuhambisana nezimo zakamuva zokukhomba igama elingukhiye. Ngaphezu kwekhophi yesikhangiso, ukuqondisa kwegama elingukhiye kudinga ukubuyekezwa njalo, njengoba izimakethe eziqondiwe kanye nemikhuba yababukeli ishintsha. Ngokwesibonelo, abakhangisi basebenzisa ulimi lwemvelo kakhulu ezikhangisweni zabo, futhi amanani ahlala eguquguquka. Ukuze uhlale unokuncintisana futhi ufanelekile, udinga ukusebenzisa amagama angukhiye akamuva azoshayela ithrafikhi eyengeziwe kuwebhusayithi yakho.
Indlela eyinhloko yokugwema ukumosha imali ngethrafikhi yekhwalithi ephansi iwukwenza uhlu lwamagama angukhiye angemahle. Lokhu kuzokusiza ukuthi ugweme ukuchitha imali ngamagama okusesha angabalulekile, futhi ukhuphule izinga lokuchofoza. Nakuba ukuthola amagama angukhiye anamandla kulula, ukusebenzisa ezingezinhle kungaba inselele. Ukusebenzisa amagama angukhiye aphikisayo ngendlela efanele, udinga ukuqonda ukuthi yimaphi amagama angukhiye angemuhle nokuthi uwakhomba kanjani. Kunezindlela eziningi zokuthola amagama angukhiye aguqulayo kakhulu futhi uqiniseke ukuthi ahambisana newebhusayithi yakho.
Kuya ngohlobo lwewebhusayithi yakho, ungase udinge ukukhetha igama elingukhiye elingaphezu kwelilodwa usesho ngalunye. Ukuze usebenzise amagama angukhiye e-Adwords ngokugcwele, khetha ezibanzi futhi ezingabamba izethameli eziningi. Khumbula ukuthi ufuna ukuhlala uphezulu emicabangweni yezethameli zakho, futhi hhayi lokho kuphela. Uzodinga ukwazi ukuthi abantu bafunani ngaphambi kokuthi ukhethe isu elihle lamagama angukhiye. Yilapho ucwaningo lwegama elingukhiye lungena khona.
Ungathola amagama angukhiye amasha ngokusebenzisa ithuluzi legama elingukhiye le-Google noma ngombiko wombuzo wezibalo zokusesha umphathi wewebhu oxhunywe ku-akhawunti yakho ye-Adwords. Noma kunjalo, qiniseka ukuthi amagama akho angukhiye ahambisana nokuqukethwe kuwebhusayithi yakho. Uma uqondise ukusesha kolwazi, kufanele usebenzise amagama angukhiye wokufanisa ibinzana bese uqondanisa umusho nokuqukethwe kuwebhusayithi yakho. Ngokwesibonelo, iwebhusayithi ethengisa izicathulo ingakhomba izivakashi ezifuna ulwazi “kanjani” – zombili eziqondiswe kakhulu.
Ku-Adwords, ungabhida ithrafikhi yakho ngezindlela eziningi. Indlela ejwayeleke kakhulu yizindleko ngokuchofoza ngakunye, lapho ukhokha kuphela ngokuchofoza ngakunye okutholwa yisikhangiso sakho. Nokho, ungasebenzisa futhi ukubhida kwe-cost-per-mille, okubiza kancane kodwa okukuvumela ukuthi ukhokhele izinkulungwane zemibono esikhangisweni sakho. Okulandelayo amanye amathiphu wokubhida ku-Adwords:
Ungacwaninga imikhankaso edlule ye-AdWords namagama angukhiye ukuze uthole ukuthi imaphi amabhidi asebenza kahle kakhulu. Ungasebenzisa futhi idatha yomuntu oqhudelana naye ukuze unqume kangcono ukuthi yimaphi amagama angukhiye nezikhangiso ongabhida kuzo. Yonke le datha ibalulekile uma uhlanganisa amabhidi. Bazokusiza ukuthi wazi ukuthi ungakanani umsebenzi okufanele uwufake. Nokho, kungcono ukufuna usizo lochwepheshe kusukela ekuqaleni. I-ejensi enhle izokwazi ukukuqondisa kuyo yonke inqubo, kusukela ekumiseni isabelomali kuya ekulungiseni isabelomali sansuku zonke.
Okokuqala, qonda imakethe yakho eqondiwe. Yini izilaleli zakho ezifuna ukuyifunda? Badingani? Buza abantu abajwayelene nemakethe yakho futhi basebenzise ulimi lwabo ukuze baklame isikhangiso sakho ukuze sihambisane nezidingo zabo. Ngaphezu kokwazi imakethe yakho ohlosiwe, cabangela ezinye izici ezinjengomncintiswano, isabelomali, kanye nemakethe eqondiwe. Ngokwenza lokhu, uzokwazi ukunquma ukuthi izikhangiso zakho kufanele zibiza malini. Uma unesabelomali esilinganiselwe, kungcono ukugxila emazweni ashibhile, njengoba lawa mazwe evame ukusabela kahle esikhangisweni sakho kunalawo abiza imali eningi.
Uma usunesu elifanele, ungasebenzisa i-Adwords ukukhulisa ukubonakala kwebhizinisi lakho. Ungakhomba namakhasimende endawo, okusho ukuthi ungakwazi ukulandelela ukuziphatha komsebenzisi futhi uthuthukise isikolo sakho sekhwalithi. Ngaphezu kokwanda kwethrafikhi, unganciphisa izindleko zakho ngokuchofoza ngakunye ngokuthuthukisa ikhwalithi yezikhangiso zakho. Uma unezithameli zendawo, ukugxila ku-SEO kuzokusiza ugweme noma yiziphi izingibe.
Kunezici ezintathu eziyinhloko ezithonya isikolo sakho sekhwalithi ku-Adwords. Ziyindawo yesikhangiso, izindleko, kanye nempumelelo yomkhankaso. Nasi isibonelo sendlela ngayinye ethinta ngayo enye. Esibonelweni esingezansi, uma izinhlobo ezimbili zinezikhangiso ezifanayo, amaphuzu aphezulu umuntu atholayo azovezwa endaweni #1. Uma omunye umkhiqizo usohlwini lwendawo #2, kuzobiza ngaphezulu ukuze uthole indawo ephezulu. Ukuze ukhuphule Ikhwalithi Yesikolo sakho, kufanele uqiniseke ukuthi isikhangiso sakho sihlangabezana nalezi zindlela zokunquma.
Ingxenye yokuqala okufanele icatshangelwe lapho uzama ukuthuthukisa Isikolo sakho Sekhwalithi yikhasi lakho lokubikezela. Uma usebenzisa igama elingukhiye elifana namapeni aluhlaza, udinga ukwakha ikhasi elifaka lelo gama elingukhiye. Bese, ikhasi lakho lokufika kufanele lifake amagama “amapeni aluhlaza.” Iqembu lesikhangiso lizobe selifaka isixhumanisi ekhasini lokubikezela elifaka igama elingukhiye elifanayo ncamashi. Ikhasi lokufika kufanele libe yindawo enhle yokuthola ulwazi olwengeziwe mayelana namapeni aluhlaza okwesibhakabhaka.
Isici sesibili ibhidi yakho ye-CPC. Isikolo sakho sekhwalithi sizosiza ukunquma ukuthi yiziphi izikhangiso ezichofozwa kuzo. Izikolo Zekhwalithi Ephezulu zisho ukuthi izikhangiso zakho zizoqashelwa abaseshi. Futhi kuyisici esinqumayo sezinga lesikhangiso sakho endalini futhi ingakusiza ukwedlula abathengi abaphezulu abanemali eningi kunesikhathi.. Ungakwazi ukwandisa isikolo sakho Sekhwalithi ngokwenza izikhangiso zakho zihambisane nemigomo eziqondiswe kuyo.
Into yesithathu ku-Adwords Quality Score i-CTR yakho. Lesi silinganiso sizokuvumela ukuthi uhlole ukuhlobana kwezikhangiso zakho kuzithameli zakho. Kuyasiza futhi ukucacisa i-CPC yezikhangiso zakho. Ama-CTR aphezulu asho i-ROI ephezulu. Ekupheleni, ikhasi lakho lokubikezela kufanele lihambisane namagama angukhiye akuzikhangiso zakho. Uma ikhasi lakho lokubikezela lingahambisani nezithameli zakho, izikhangiso zakho zizothola i-CPC ephansi.
Isici sokugcina esithinta isikolo sakho Sekhwalithi amagama akho angukhiye kanye nesikhangiso sakho. Amagama angukhiye nezikhangiso ezingahambisani nezithameli zakho ngeke zithole amaphuzu ekhwalithi ephezulu. Ngaphezu kwamagama angukhiye kanye ne-CPC, isikolo sakho sekhwalithi sizophinde sibe nomthelela ezindlekweni zezikhangiso zakho. Izikhangiso zekhwalithi ephezulu zivame ukuguqula futhi zikutholele i-CPC ephansi. Kodwa ungasikhulisa kanjani iSikole Sekhwalithi? Kufakwe ohlwini ngezansi amanye amasu okuthuthukisa Isilinganiso sakho Sekhwalithi ku-Adwords.
Ukuze uthole umbono onembile wezindleko zomkhankaso wakho we-Adwords, kufanele uqale uqonde umqondo we-CPC (izindleko ngokuchofoza ngakunye). Ngenkathi i-CPC iyisakhiwo esihle kakhulu sokuqonda izindleko ze-Adwords, akwanele. Kufanele futhi ucabangele izindleko zokubhalisa kuhlelo lwesofthiwe ye-Adwords. Ngokwesibonelo, I-WordStream inikeza okubhaliselwe izinyanga eziyisithupha, 12-inyanga, kanye nezinhlelo zonyaka ezikhokhelwa kusengaphambili. Qiniseka ukuthi uyayiqonda imigomo yalezi zinkontileka ngaphambi kokusayina.
Eminyakeni yakamuva, izindleko ze-Adwords zikhuphuke kathathu kuya kahlanu kwamanye aqondile. Intengo isalokhu iphezulu naphezu kwesidingo sabadlali abangaxhunyiwe ku-inthanethi nabaqalayo abakhipha imali. I-Google ibeka izindleko ezikhuphukayo ze-Adwords ukuncintisana okukhulayo emakethe, ngamabhizinisi amaningi kunangaphambili asebenzisa iwebhu ukumaketha imikhiqizo yawo. Izindleko ze-Adwords zivame ukudlula 50% wezindleko zomkhiqizo, kodwa ibe ngaphansi kakhulu kwamanye ama mpo.
Naphezu kokuba eqolo, I-AdWords iyithuluzi lokukhangisa elisebenzayo. Ngosizo lwe-AdWords, ungafinyelela izigidi zabasebenzisi abahlukile futhi wenze imbuyiselo ebalulekile ekutshalweni kwakho. Ungakwazi ngisho nokulandelela imiphumela yomkhankaso wakho futhi unqume ukuthi yimaphi amagama angukhiye akhiqiza ithrafikhi eningi. Ngokwalesi sizathu, lolu hlelo luyisixazululo esiphelele samabhizinisi amaningi amancane. Kuzokusiza ukuthi uthole izinga lokuguqulwa eliphezulu kunanini ngaphambili.
Uma usetha ibhajethi ye-AdWords, qiniseka ukuthi unikeza ingxenye yesabelomali sakho sokukhangisa somkhankaso ngamunye. Kufanele uhlose isabelomali sansuku zonke se-PS200. Kungaba ngaphezulu noma ngaphansi, ngokuya nge-niche yebhizinisi lakho kanye nenani lethrafikhi olindele ukulikhiqiza ngenyanga. Hlukanisa isabelomali sanyanga zonke nge 30 ukuze uthole isabelomali sakho sansuku zonke. Uma ungazi ukuthi ungasetha kanjani ibhajethi efanele yomkhankaso wakho we-AdWords, kungenzeka ukuthi umosha ibhajethi yakho yesikhangiso. Khumbula, ukuhlela isabelomali kuyingxenye ebalulekile yokufunda ukuthi ungaphumelela kanjani nge-Adwords.
Ukuthi usebenzisa i-Adwords ukuze uthole imikhondo eminingi noma ukuthengisa okwengeziwe, kuzomele unqume ukuthi ufuna ukusebenzisa malini ngokuchofoza ngakunye. I-AdWords ikhiqiza amakhasimende amasha, futhi udinga ukwazi ukuthi ngayinye yazo inenani elingakanani, kokubili ekuxhumaneni kokuqala naphakathi nesikhathi sokuphila. Ngokwesibonelo, elinye lamakhasimende ami lisebenzisa i-Adwords ukukhulisa inzuzo yalo. Esimweni esinjalo, umkhankaso wesikhangiso oyimpumelelo ungamongela izinkulungwane zamadola ekuchithweni okumoshiwe kwezikhangiso.
