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Uma usanda kuqalisa nge-akhawunti yakho ye-AdWords, mhlawumbe ubulokhu uzibuza ukuthi uzoyihlela kanjani. Kunezindlela ezimbalwa zokwenza lokhu. Qhubeka ufunda ukuze uthole ukuthi ungayihlela kanjani i-akhawunti yakho ye-AdWords ukuze ifanele izidingo zakho. Kulesi sihloko, sizodlula ekubhideni kwe-CPA kanye nokubhida kwe-CPM. Sizophinde sihlanganise ukuthi ungasetha kanjani i-akhawunti yakho ukuze uqiniseke ukuthi ukhulisa izinzuzo zayo.
Ngenkathi ukukhangisa kokukhokha ngokuchofoza ngakunye ku-Adwords kungase kubonakale kulula phezulu, kunezici eziningana okufanele zicatshangelwe. I-CTR ephezulu ibonisa ukuthi isikhangiso sakho siwusizo futhi sibalulekile. I-CTR ephansi isho ukuthi akekho ochofoze esikhangisweni sakho, yingakho i-Google ikhetha izikhangiso ezine-CTR ephezulu. Ngenhlanhla, kunezici ezimbili ongazilawula ukuze ukhulise i-CTR yakho.
Ukukhangisa kwe-PPC kusebenzisa amagama angukhiye ukuxhuma amabhizinisi nabathengi abaqondisiwe. Lawa magama angukhiye asetshenziswa amanethiwekhi okukhangisa nezinjini zokusesha ukuze ukhethe izikhangiso ezihambisana nenhloso yomthengi kanye nezinto azithakaselayo.. Ukuze wenze okuningi ngezikhangiso zakho, khetha amagama angukhiye akhuluma nezithameli zakho. Khumbula ukuthi abantu abafuni ngaso sonke isikhathi into efanayo, ngakho qiniseka ukuthi ukhetha amagama angukhiye abonisa lokhu. Ngaphezu kwalokho, ungenza ngokwezifiso imikhankaso yakho ngokukhomba abasebenzisi ngokusekelwe endaweni yabo, idivayisi, nesikhathi sosuku.
Umgomo wokukhangisa kokukhokha ngokuchofoza ukukhiqiza ukuguqulwa. Kubalulekile ukuhlola amagama angukhiye ahlukene nemikhankaso ukuze uthole ukuthi yimaphi azosebenza kakhulu. Ukukhangisa ngokuchofoza ngakunye kuyindlela enhle yokuhlola izethameli ezihlukene ngokutshalwa kwezimali okuncane, uze ubone ukuthi yimaphi asebenza kahle. Ungakwazi ukumisa okwesikhashana izikhangiso zakho uma zingasebenzi njengoba bekulindelekile. Lokhu kungakusiza futhi ukuthi ubone ukuthi yimaphi amagama angukhiye asebenza kakhulu ebhizinisini lakho.
Enye indlela yokukhulisa umkhankaso wakho we-PPC ukuthuthukisa ikhasi lakho lokubikezela. Ikhasi lakho lokubikezela yikhasi elivakashelwa ababukeli bakho ngemuva kokuchofoza isikhangiso sakho. Ikhasi elihle lokufika lizoguqula izivakashi zibe amakhasimende noma likhuphule izinga lokuguqulwa. Ekugcineni, ufuna ukubona izinga eliphezulu lokuguqulwa. Lapho usebenzisa le ndlela, khumbula ukuthi uzokwenza imali kuphela uma ubona izinga eliphezulu lokuguqulwa.
Izilinganiso zokukhangisa ze-PPC zivame ukunqunywa ngebhidi noma ngenani eliphansi. Umkhangisi ukhokhela umshicileli inani elingashintshi isikhathi ngasinye lapho isikhangiso sakhe sichofozwa kuso. Abashicileli ngokuvamile bagcina uhlu lwezilinganiso ze-PPC. Kubalulekile ukuthenga eduze nenani eliphansi, okungase kuxoxiswane ngaso ngesinye isikhathi. Ngaphezu kokuxoxisana, amanani aphezulu noma izinkontileka zesikhathi eside ngokuvamile zizoholela emazingeni aphansi.
Uma umusha ekukhangiseni kwe-PPC ku-Adwords, kubalulekile ukukhumbula ukuthi izinga lomkhankaso wakho libalulekile. I-Google iklomelisa ukubekwa kwezikhangiso ezihamba phambili nezindleko eziphansi kumabhizinisi anikeza ulwazi oluhle kakhulu lomsebenzisi. Ukusebenza kwesikhangiso sakho nakho kukalwa ngezinga lokuchofoza. Uzodinga isisekelo esiqinile ngaphambi kokuthi uqale ukuphatha i-akhawunti yakho ye-PPC. Ungafunda kabanzi mayelana nokukhangisa kwe-PPC e-PPC University.
Ukusebenzisa amasistimu okuphatha amabhidi azenzakalelayo kuwumbono omuhle uma ungathanda ukukhulisa impumelelo nesikali. Amasistimu anjalo angakuphatha izigidi zamabhidi e-PPC futhi athuthukise izikhangiso zakho ukuze uthole imbuyiselo ephakeme kakhulu ngangokunokwenzeka. Zivame ukuboshelwa kuwebhusayithi yomkhangisi, bese uphakela imiphumela yokuchofoza ngakunye emuva ohlelweni. Ngale ndlela, uzoqiniseka ukuthi isikhangiso sakho sibonwa amakhasimende angaba khona kakhulu.
I-vCPM (i-CPM ebonakalayo) inketho yokubhida iyindlela enhle yokwandisa amathuba okuthi isikhangiso sakho sivele. Lesi silungiselelo sikuvumela ukuthi usethe ibhidi ephezulu kakhulu kwimikhangiso ebukekayo eyinkulungwane. Lapho ukhetha ukusebenzisa lesi silungiselelo, I-Google Adwords izokukhokhisa kuphela uma isikhangiso sakho siboniswa ngaphezu kwesikhangiso esiphezulu esilandelayo. Ngokubhida kwe-vCPM, izikhangiso zombhalo zihlala zithola sonke isikhala sesikhangiso, ngakho-ke maningi amathuba okuba babonakale.
Uma uqhathanisa izinhlobo ezimbili zezikhangiso, Ukubhida kwe-CPM kuvame ukuba yinketho engcono kakhulu yemikhankaso yokuqwashisa ngomkhiqizo. Lolu hlobo lokukhangisa lugxile kakhulu enanini kunemibono. Uzokhokha yonke imibono eyinkulungwane, kodwa ungathola ukuchofoza okunguziro. Ngoba Inethiwekhi Yokubonisa isuselwe enanini, Izikhangiso ze-CPM ngokuvamile zizoba phezulu ngaphandle kokuchofoza. Ukubhida kwe-CPC, Ngokwesinye isandla, isekelwe ekuhlobaneni kanye ne-CTR.
Enye indlela yokukhulisa i-CPM yakho ukwenza izikhangiso zakho ziqondiswe kakhulu. Ukubhida kwe-CPM kuyindlela ethuthuke kakhulu yokubhida. Ukubhida kwe-CPM kudinga ukulandelela ukuguqulwa. Nge-CPM ethuthukisiwe, udinga ukunikeza i-Google idatha ukuze ubone ukuthi zingaki izivakashi eziguqulela emakethe noma ekubhaliseni. Ngokusebenzisa le ndlela, uzokwazi ukukhomba kangcono imakethe yakho futhi wandise i-ROI yakho.
I-CPC ethuthukisiwe inketho yokubhida ku-Google Adwords. I-CPC ethuthukisiwe idinga ukubhida kwegama elingukhiye mathupha kodwa ivumela i-Google ukuthi ilungise ibhidi ngokusekelwe emandleni okuguqulwa.. Ivumela i-Google ukuthi ilungise ibhidi ngokufika 30% ngapha nangapha, futhi kwenza i-CPC emaphakathi ibe phansi kunebhidi yakho ephezulu. Inzuzo ye-ECPC ukuthi ungakwazi ukulungisa kahle ukuqondisa kwakho kwesikhangiso kanye nesabelomali.
Ukubhida kwe-Optimum CPM kuyinketho enhle yokwandisa izinga lokuchofoza kanye nokugcina ibhajethi yakho yansuku zonke ngaphakathi kwesabelomali sakho.. Nokho, kubalulekile ukukhumbula ukuthi i-CPM akuyona ukuphela kwesici sokuthuthukisa umkhankaso wakho. Kufanele futhi uzame ukuthuthukisa umkhankaso wokuguqulwa ngokusebenzisa i-CPA eqondiwe (izindleko-ngesenzo ngasinye) noma i-CPC (izindleko-ngesenzo ngasinye).
Ukubhida kwe-CPC okwenziwa mathupha kukunikeza ukulawula okugcwele kumabhidi akho futhi kuyisiqalo esihle uma umusha ku-Google Adwords. Iphinde ikunikeze izinga lokulawula ongeke ukuthole kumasu okubhida okuzenzakalelayo. Ukubhida kwe-CPC okwenziwa ngesandla kukuvumela ukuthi uguqule amabhidi akho noma nini lapho ufuna, ngaphandle kwama-algorithms anquma isinqumo sakho. Uzobona ukuchofoza okuningi uma uthuthukisa ikhwalithi yamagama akho angukhiye nezikhangiso.
Okokugcina, Ukubhida kwe-CPC ku-Google Adwords yiyona ndlela engcono kakhulu uma ufuna ukukhulisa imali yakho engenayo. Amagama angukhiye anomsila omude athathwa njengafaneleka kakhulu kunemibuzo emifushane enothile ngamagama angukhiye, ngakho-ke ishibhile ukukhomba. Awufuni ukubhida okungaphezu kwalokho okudingayo, kodwa kuyafaneleka uma uthola amakhasimende amaningi. Ama-CPC aku-Google Adwords aphansi kakhulu, ngakho-ke cishe uzokwazi ukuthola imbuyiselo enhle yesabelomali sakho.
I-CPA iyisilinganiso sezindleko zokutholwa ngakunye, noma inani lokuphila kwekhasimende, futhi ingasetshenziswa ukunquma impumelelo yomkhankaso wokukhangisa wedijithali. Okunye ukusetshenziswa kwe-CPA kufaka phakathi ukukala ukubhaliswa kwencwadi yezindaba, ukulandwa kwe-e-book, kanye nezifundo eziku-inthanethi. Njengemethrikhi ephezulu, I-CPA ikuvumela ukuthi uxhume ukuguqulwa kwesibili kokuyinhloko. Ngokuphambene nokubhida kwe-CPC, lapho ukhokha ngakho konke ukuchofoza, Ukubhida kwe-CPA kudinga ukuthi ukhokhele ukuguqulwa okukodwa kuphela, ngalokho kunciphisa izindleko zomkhankaso.
Nakuba ukubhida kwe-CPA kusebenza kakhulu kune-CPC, kufanele ucabangele ubuhle nobubi bakho kokubili. I-CPA iyindlela esebenzayo yokulawula izindleko zokuguqulwa kuyilapho isavumela imali ethile kanye nokubonakala kwesikhangiso. Ukubhida ngokwenza kungaba nokubi, njengokuba nzima ukukusebenzisa, ukukhawulela ukulawula kwakho, kanye nokungakwazi ukulinganisa ukucatshangelwa okubili kwemali engenayo nokuguqulwa.
Nakuba umgomo ophezulu we-CPA ungasiza ekwandiseni i-CPA yakho, kufanele uqaphele ukuthi amabhidi anolaka angalimaza i-akhawunti yakho ngokuyibangela ukuba izibambele mathupha. Lokhu kungaholela ekutheni a 30% ukwehla kwemali engenayo. I-CPA ephakeme akusho ukuthi kufanele usebenzise imali engaphezu kwesabelomali sakho. Kunalokho, lungiselela okuqukethwe kwakho ukwandisa ukuguqulwa futhi wehlise i-CPA yakho.
Ngaphandle kwezinzuzo zokubhida kwe-CPA, kungenzeka futhi ukubhida ku-Facebook. I-Facebook inenketho yokuhlanganisa le ndlela nokukhomba okuthuthukile ukuze kuqondiswe izethameli ezithile. I-Facebook iyindlela enhle yokukala impumelelo yomkhankaso wakho, futhi uzokhokha kuphela uma uthola ukuguqulwa. Ukusebenzisa i-cost-per-acquisition (CPA) ukubhida ku-Google Adwords kungakusiza wehlise izindleko zakho ngokutholwayo ngakunye ngemajini ebalulekile.
Uma ibhizinisi lakho lingathengisi izinto ezibonakalayo, ungakwazi ukubala i-CPA ngokusekelwe kwamanye amamethrikhi, njengokubanjwa komthofu, ukubhaliswa kwedemo, kanye nokudayisa. Ungakwazi ukubala i-CPA ngokuhlela i-CPA emaphakathi ngokumelene ne-Quality-weighted Score. Ama-CPA aphezulu ngokuvamile abonisa i-ROI ephansi, ngakho-ke kubalulekile ukufeza kokubili i-CPA kanye ne-Quality Score. Kodwa uma i-Quality Score yakho ingaphansi kwesilinganiso, cishe uzokwandisa i-CPA yakho uma kuqhathaniswa nezimbangi futhi kuzolimaza i-ROI yakho yonke.
Izikhangiso ezinekhwalithi ephezulu zizozuza amazinga aphezulu ezikhangiso kanye ne-CPA ephansi. Lokhu kuzodikibalisa abakhangisi ababi ekukhangiseni ngokuqukethwe kwekhwalithi embi. Nakuba izikhangiso zekhwalithi ephezulu zizohlala ziheha ukuchofozwa okwengeziwe, abakhangisi abane-CPA ephansi bazokwazi kuphela ukuzuza izikhundla eziphezulu zezikhangiso ngokubhida inani elimba eqolo. Ekugcineni kuzofanele bazinze ezilinganisweni eziphansi.
Nakuba ukubhida kwe-CPA ku-Google Adwords kungeyona indlela engcono kakhulu yokwandisa imali yakho yokumaketha, izohlinzeka nge-ROI ephezulu kunezikhangiso zekhwalithi ephansi. Ngokuthuthukisa isikolo sekhwalithi, ungathuthukisa i-CPA. Ngale ndlela, ukusetshenziswa kwakho kwezikhangiso ngeke kube phezulu ngendlela ebekungaba ngayo. Ngakho, ngokuzayo uma ubhida, qiniseka ukuthi ulungiselela ukuguqulwa kunezindleko.
