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Kunezindlela ezimbalwa zokuhlela i-akhawunti yakho ye-AdWords. Ngezansi ngizofaka umdlalo obanzi, Amagama angukhiye angalungile, Amaqembu esikhangiso segama elingukhiye elilodwa, kanye nama-SKAG. Iyiphi esebenza kangcono ebhizinisini lakho? Qhubeka ufunde ukuze uthole ukuthi iyiphi indlela ekusebenzela kangcono. Nawa amathiphu ambalwa okukuqalisa. Bese, ungakwazi ukuthuthukisa imikhankaso yakho. Nansi indlela yokuthuthukisa i-akhawunti yakho futhi uthole okuningi ku-Adwords.
Uma ufuna ukubona amanani okuguqulwa aphezulu futhi wehlise izindleko ngokuchofoza ngakunye, sebenzisa ukufana okubanzi okushintshiwe ku-Adwords. Isizathu ukuthi izikhangiso zakho zizohlobana kakhulu kubasebenzisi bakho, futhi uzoba nokulawula okwengeziwe kubhajethi yakho yesikhangiso. Ukufana okubanzi ku-Adwords kungadla ngokushesha ibhajethi yakho yokukhangisa. Ngenhlanhla, kunezindlela ezilula zokuhlola zombili izinhlobo zomentshisi. Qhubeka ufunde ukuze ufunde indlela yokukhulisa ibhajethi yakho yesikhangiso.
Uma isikhangiso sakho sibonisa igama lokusesha elingaqukethe igama lakho elingukhiye, sebenzisa i-Broad Match modifier. Lokhu kuzobonisa isikhangiso sakho sosesho oluhlobene olungase luhlanganise amagama afanayo nokunye okuhlukile kwegama elingukhiye. I-Broad Match Modifier ingenye yezinhlobo zomdlalo ezinophawu. Ukuze wengeze lesi silungisi, chofoza ithebhu yegama elingukhiye bese uchofoza okuthi + sayina eduze kwegama elingukhiye ngalinye. Izilungisi zokufanisa ezibanzi zisebenza kakhulu ekushayeleni imikhondo yekhwalithi.
Ukuhlola kwe-Google okufanayo okubanzi ku-Adwords kungase kuhlukumeze abakhangisi abathile, kodwa ngeke kulimaze i-Quality Score yakho. Nakuba abakhangisi abaningi becabanga ukuthi i-CTR ephezulu ayilungile ku-Quality Score yabo, lokhu akunjalo. Empeleni, ukuthuthukiswa kwegama elingukhiye elingalungile kuzothuthukisa isikolo sakho sekhwalithi. I-CTR yokufanisa okubanzi ibaluleke kakhulu kuleveli yegama elingukhiye Ikhwalithi Yesikolo ku-AdWords kune-CTR efana nse. Nokho, igama elingukhiye elihle le-CTR lizosiza isikhangiso sakho ukuthi sithole ukuchofoza okuphezulu kakhulu ngangokunokwenzeka.
Ukufana okubanzi ku-Adwords kulungele abakhangisi abangenalo uhlu lwamagama angukhiye oluphelele. Ingaqeda imiphumela yosesho engafunwa futhi yehlise izindleko zokuchofoza, ikuvumela ukuthi ugxile kumagama angukhiye asebenzela izethameli zakho. Uma uhlanganisa amagama angukhiye angalungile nokufanisa okubanzi, ungaqhubeka nokwandisa i-ROI yakho. Le nketho yethulwa eminyakeni embalwa edlule kodwa ithole ukunakwa okuncane kuze kube manje. Uma usebenzisa amagama angukhiye aphikisayo ngendlela efanele, bazothuthukisa ukukhomba kwakho kanye ne-ROI.
Ungavimba ukusetshenziswa kwamagama ajwayelekile nemishwana emikhankasweni yakho yezikhangiso ngokusebenzisa amagama angukhiye aphikisayo. Kufanele wengeze amagama angukhiye aphikisayo kumkhankaso wakho, noma okungenani emaqenjini athile ezikhangiso, ukuze ugcine izikhangiso zakho zingaveli kule migomo. Lokhu kungasiza ukonga imali eningi. Nansi indlela okwenza ngayo lokhu:
Sesha i-Google ukuze uthole amagama angukhiye angalungile. Thayipha igama elingukhiye ofuna ukulikhomba futhi ubone ukuthi uthola ini. Engeza noma yiziphi izikhangiso ezingafunwa ohlwini lwakho lwamagama angukhiye aphikisayo e-AdWords. Ungaphinda uhlole i-Google Search Console yakho kanye nezibalo ukuze uthole ukuthi yimaphi amagama angukhiye akudalela ithrafikhi eningi.. Qiniseka ukuthi ungeza le migomo ohlwini lwakho. Izokunikeza umbono wokuthi yiziphi okufanele uzikhiphe emikhankasweni yakho yezikhangiso.
Igama elingukhiye eliphikisayo eliyisisekelo lisho igama elisegameni elingukhiye elibaluleke kakhulu emkhankasweni wakho. Uma ukhangisa i-plumber, awufuni ukukhomba abafuna imisebenzi. Labo abafuna osebenza ngamapayipi, Ngokwesibonelo, angangena “osebenza ngamapulangwe”, okungaba igama elingukhiye elingalungile. Amagama angukhiye angalungile wokufanisa okubanzi, Ngokwesinye isandla, vimbela izikhangiso zakho ukuthi zingaveli lapho umuntu ebhala wonke amagama ebinzana elingukhiye.
Sebenzisa ukufaniswa okunegethivu okubanzi noma ukufanisa amagama ukuze uvimbele izikhangiso. Ukufana okunegethivu okubanzi kuzovimba izikhangiso zosesho olunawo womabili amagama angukhiye angemahle. Lolu hlobo lokufanisa okunegethivu okubanzi ngeke lubonise izikhangiso uma umbuzo wakho uhlanganisa wonke amagama angukhiye angalungile, kodwa ezinye zazo zizovela ekusesheni. Ukufanisa ncamashi okungekuhle kusetshenziswe kangcono kumabhrendi noma okunikezwayo okufanayo, futhi awufuni abantu basebenzise engalungile. Esimweni esinjalo, ukufanisa okubanzi okungalungile kuzokwenza.
Uma uzama ukushayela izikolo zekhwalithi ephezulu zezikhangiso zakho, kufanele usebenzise amaqembu esikhangiso segama elingukhiye elilodwa. Lezi zikhangiso zicaciswe kakhulu egameni elingukhiye elilodwa, futhi ikhophi yesikhangiso izoba 100% elihambisana nalelo gama elingukhiye. Uma udala amaqembu esikhangiso segama elingukhiye elilodwa, bheka izinga lokuchofoza, okuvelayo, kanye nokuncintisana kwamagama angukhiye angawodwana. Ungasebenzisa umhleli wegama elingukhiye ukuze ukhethe alungile.
Amaqembu ezikhangiso zegama elingukhiye elilodwa ayindlela enhle yokuhlola ukuhluka okuhlukile kokukopisha izikhangiso nokuthuthukisa imikhankaso yakho. Nokho, ungathola ukuthi amaqembu esikhangiso segama elingukhiye elilodwa athatha isikhathi esiningi ukusetha nokuphatha kunamaqembu esikhangiso esinamagama amaningi. Lokho kungenxa yokuthi badinga amasethi ezikhangiso ahlukene egama elingukhiye ngalinye. Ngomkhankaso wamagama amaningi, uzoba namakhulu amagama angukhiye, futhi kuyinkimbinkimbi kakhulu ukuphatha nokuhlaziya zonke.
Ngaphezu kokwandisa amazinga akho okuguqulwa, amaqembu esikhangiso segama elingukhiye elilodwa angathuthukisa ukuhambisana kwezikhangiso zakho. Njengoba abasebenzisi kulindeleke ukuthi basebenzise i-Google ukuze bathole ulwazi, balindele ukubona imiphumela efanele. Izikhangiso eziqukethe igama lokusesha elifanayo nezithameli zizokhiqiza ukuchofoza nokuguqulwa okwengeziwe. Ama-SKAG nawo ayisinqumo esihle kakhulu sokukhangisa imikhiqizo noma amasevisi amaningi. Ekugcineni, uzojabula kakhulu ngemiphumela yakho uma usebenzisa amaqembu esikhangiso anegama elingukhiye elilodwa esikhundleni samaqembu esikhangiso semikhiqizo eminingi.
Yize amaqembu esikhangiso esinegama elingukhiye elilodwa engaphelele kulo lonke uhlobo lwebhizinisi, ziyinketho enhle uma ubheke ukukhulisa isikolo sakho sekhwalithi futhi ukhuphule izinga lokuchofoza. Lawa maqembu ezikhangiso aqondene ngqo ne-hyper-specific futhi azokusiza ukuthi uqonde kangcono i-CTR yakho. Ngokwandisa ukuhambisana kwezikhangiso zakho, uzokwazi ukwehlisa i-CPC yakho. Uzozuza futhi kumphumela wekhwalithi engcono, okuzoholela ezindlekweni zokuguqulwa eziphansi.
Ama-SKAG ku-Adwords akuvumela ukuthi wenze ngendlela oyifisayo izikhangiso zakho zibe ngamagama angukhiye athile. Lokhu kukhulisa ukuhambisana ne-Google, kanye nemiphumela yekhwalithi yesikhangiso sakho. Umphumela wekhwalithi ungenye yezinto ezibaluleke kakhulu okufanele uzicabangele lapho unquma ukuthi ungawuthuthukisa kanjani umkhankaso wakho. Amaqembu ezikhangiso endabuko ngokuvamile anamagama angukhiye amaningana eqenjini ngalinye lesikhangiso. Ukushintsha isikhangiso sakho kungakhuphula i-CTR yakho yamagama angukhiye athile, ngenkathi ehlisela abanye. Izikhangiso ezinama-SKAG zinezikhangiso ezihambisana kakhulu ezifinyelela i-CTR ephezulu kanye ne-CPA ephansi.
Uma usetha ama-SKAG, kufanele uqiniseke ukuthi usebenzisa ilebula efanayo egameni elingukhiye ngalinye. Ngale ndlela, lapho igama elingukhiye elilodwa liqala elinye, isikhangiso ngeke sivele. Ngokufanayo, uma igama elingukhiye elilodwa lingahambisani nemisho noma ukufana ncamashi, isikhangiso ngeke sivele. Lokhu akuyona inkinga enkulu uma usuvele unombono omuhle wokuthi amagama akho angukhiye asebenza kanjani.
Iphutha elivamile elenziwa abakhangisi abaningi ukusebenzisa ama-SKAG amaningi. Ukwandisa isabelomali sakho sesikhangiso ngokusebenzisa amagama angukhiye angabalulekile kuyindlela eqinisekile yokumosha imali yakho. Ama-SKAG akusiza ukuthi uhlunge amagama angukhiye angalungile futhi akwenze kube lula ukugada ukusebenza kwakho. Umqondo omuhle lona, uma unamakhulu amagama angukhiye. Iphinde iqinisekise ukuthi izikhangiso zakho zibalulekile kubavakashi bakho’ izidingo.
Ama-SKAG ku-Adwords ayindlela enhle yokuhlukanisa imikhankaso yakho futhi uqondise i-zoekwooden efanele. Uma unamaqembu amaningana ezikhangiso zegama elingukhiye elilodwa, ngayinye kufanele ibe nekhasi layo lokufika. Ungakwazi futhi ukudala eziningi ngangokunokwenzeka 20 amaqembu esikhangiso segama elingukhiye elilodwa. Lokhu kuzokusiza ukuthi usebenzise ngokugcwele i-akhawunti yakho ye-AdWords. I-SKAG eyodwa ingaqukatha imikhankaso eminingi.
Uma udala ikhasi lokubikezela lomkhankaso wakho we-Adwords, kunezinto eziningi okufanele zicatshangelwe. Izivakashi ezichofoza isixhumanisi sesikhangiso noma sombhalo ngokuvamile zilindele ukuthola okuqukethwe okufana nalokhu ebezikufuna. Uma ungenakho okuqukethwe okufanele ekhasini lakho lokubikezela, izivakashi zakho cishe zizochofoza zisuke. Kunalokho, bagxile ekunikezeni ulwazi olufanele olungabasiza ukuthi benze isinqumo. Qiniseka ukuthi ikhasi lakho lokubikezela lilula ukulizulazula, iqukethe ucingo olucacile esenzweni futhi inikeza umsebenzisi lokho akudingayo.
Okuqukethwe ekhasini lakho lokubikezela kufanele kuqukathe imibuzo ebalulekile futhi kube lula ukufundeka. Gwema ukugcwala, umbhalo ophazamisayo nezigelekeqe. Ikhasi lokufika le-Invision yisibonelo esihle kakhulu. Ihlanzekile futhi iqukethe iphuzu elilodwa kuphela lesenzo, kodwa i “Buka Ividiyo” ulwazi lufakwe ebhokisini lokukhanya, okungaphazamisi ukuguqulwa. Kulula ukuzulazula, izinga lokuguqulwa kwakho liphezulu.
Ukuhambisana kungenye into ebalulekile. Izivakashi zekhasi lakho lokubikezela zizoza nenhloso ethile, ngakho-ke kufanele uqiniseke ukuthi ikhasi lakho libonisa ngokushesha ukuhambisana. Kufanele ibasize bathole ulwazi abayidingayo futhi ibaqinisekise ukuthi basekhasini elilungile. Okuphezulu ukuhambisana, ikhwalithi yakho izoba phezulu futhi isikhangiso sakho sizoba phezulu futhi sibize kancane. Okubhalwe ngezansi ezinye zezinto ezibaluleke kakhulu zekhasi lokufika le-Adwords.
Ikhasi lakho lokubikezela kufanele futhi lihambisane negama elingukhiye oliqondise. Ngokwesibonelo, uma usebenzisa igama elingukhiye “ukuthenga izicathulo,” uzofuna ukwenza isiqiniseko sokuthi ikhasi lakho lokubikezela lifana nenjongo yesisheshi. Okuqukethwe ekhasini lakho lokubikezela kuzosuselwa kumagama akho angukhiye futhi kuzonquma Ikhwalithi Yesikolo sakho. Ukusebenzisa izinqubo ezihamba phambili kuzonyusa izinga lakho lokuguqulwa. Ngomphumela Ongcono Wekhwalithi, uzokwazi ukunciphisa ukusetshenziswa kwakho kwezikhangiso futhi wandise imbuyiselo yakho ekutshalweni.
