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Uma usetha umkhankaso wakho, I-Google izokudalela amaqembu ezikhangiso. Lokhu kuzokwenza ukuphatha izikhangiso zakho kube lula. Iqembu ngalinye lesikhangiso liqukethe isikhangiso esisodwa, igama elingukhiye elilodwa noma amaningana, kanye nokulinganisa okubanzi noma ukufanisa amagama. I-Google isetha igama lakho elingukhiye ukuze lifane kakhulu ukuze abasebenzisi babhale amagama akho angukhiye noma yikuphi. Ngokuvamile, lokhu kusebenza njengomdlalo omuhle kakhulu. Uzobe usufuna ukulungisa izindleko ngokuchofoza ngakunye, izindleko ngombono ngamunye, kanye nezindleko zokutholwa ngakunye ukuze zivumelane nesabelomali sakho nemigomo yakho.
Izindleko ezifanelekile ngokuchofoza ngakunye kwe-Adwords zinqunywa ngokunquma i-ROI oyiqondisayo. Okwamabhizinisi amaningi, amasenti amahlanu ngokuchofoza anele. Enye indlela yokuveza lokhu izindleko ngokutholwayo ngakunye, noma 20% yemali engenayo. Ukwandisa i-ROI, cabanga ukuthengisa ngokuphambanayo amakhasimende akho akhona ukuze ukhuphule inani elimaphakathi lendali ngayinye. Ukuze unqume ukuthi ungayikhomba kanjani i-CPC yakho, sebenzisa ishadi lezinga lokuguqulwa elingezansi. Ukusebenzisa leli shadi, unganquma ukuthi uzobhida ini ngegama elingukhiye nesikhangiso ngasinye.
Indlela ephumelela kakhulu yokwehlisa i-CPC yakho ukukhomba amagama angukhiye anomsila omude. Lawa magama angukhiye anevolumu yokusesha ephansi futhi mancane amathuba okuthi ahehe ukusesha okungabalulekile. Lawa magama angukhiye futhi athambekele ekubeni ne-Quality Score ephezulu, okuyinkomba yokuhambisana kanye nezindleko eziphansi ngokuchofoza ngakunye. I-Adwords CPC isuselwe embonini okuyo kanye namazinga okuncintisana. Imboni yakho inokuncintisana kakhulu, i-CPC ephezulu.
Kunezindlela ezimbalwa zokusetha ama-CPC aphezulu, okuhlanganisa ukubhida okuzenzakalelayo kanye nesandla. Ukubhida okwenziwa mathupha ngokuchofoza ngakunye kuwuhlobo oluvame kakhulu lwe-CPC. Indlela yesandla ibandakanya ukulungisa i-CPC ephezulu mathupha, kuyilapho ukubhida okuzenzakalelayo kusebenzisa isofthiwe elungisela wena ngokuzenzakalelayo ubukhulu be-CPC. Uma ungaqiniseki ukuthi iyiphi indlela elungele ibhizinisi lakho, I-Google inikeza amathiphu. Kodwa noma iyiphi oyikhethayo, kufanele ulandele izincomo ezivela ejensi yakho enesitifiketi se-Google.
Ukukhangisa ngokuchofoza ngakunye kusekelwe ohlelweni lwendali. Njengoba umshicileli ebala amanani okukhokha ngokuchofoza ngakunye, abakhangisi bakhululekile ukukhetha ukuthi iyiphi evumelana nebhajethi yabo kangcono. Ngenjwayelo, inani eliphezulu lokuchofoza, ziphakeme izindleko ngokuchofoza ngakunye. Nokho, ungaxoxisana nomshicileli wakho ukuze nixoxisane ngezindleko eziphansi ngokuchofoza ngakunye, ikakhulukazi uma usayina inkontileka yesikhathi eside noma ebalulekile.
Ngenkathi izindleko zokuchofoza ngakunye zihluka kakhulu, inani elimaphakathi lokuchofoza okukodwa liseduze $1 ku $2 ku-Google AdWords. Kunethiwekhi yesibonisi, ama-CPC amaphakathi angaphansi kwedola. Kuye ngomncintiswano, ungasebenzisa imali engakanani $50 ngokuchofoza ngakunye. Ngokwesibonelo, ibhizinisi ingcebo angasebenzisa $10000 ku $10000 kuma-Adwords unyaka ngamunye. Nokho, uma ufuna iklayenti elisha, ungasebenzisa kancane njengoba $40 ngokuchofoza ngakunye.
Ungagcina izindleko ziphansi ngokusebenzisa amagama angukhiye angalungile emikhankasweni yakho ye-Adwords. Kubalulekile ukukhumbula ukuthi akuyona yonke imibuzo yosesho ehambisana nomkhankaso wakho, ngakho-ke kufanele wengeze amagama angukhiye angalungile emaqenjini akho ezikhangiso nemikhankaso. Uma ungaqiniseki ukuthi ungasebenzisa kanjani amagama angukhiye angalungile, funda ukuze uthole umhlahlandlela wesinyathelo nesinyathelo. Kunezindlela eziningi zokusebenzisa amagama angukhiye angalungile ku-Adwords. Nazi ezinye izindlela zokuzisebenzisa.
Enye yezindlela ezinhle kakhulu zokuthola amagama angukhiye angalungile ukwenza usesho lwe-Google. Vele uthayiphe igama ozama ukulikhomba futhi ubone ukuthi yini ezayo. Uzodinga ukungeza noma yimaphi amatemu okusesha angahlobene nomkhankaso wakho ohlwini lwakho lwamagama angukhiye angalungile. Uma ungaqiniseki ukuthi yimaphi amagama angukhiye angalungile ongawengeza, hlola i-Google Search Console yakho noma izibalo ukuze uthole uhlu lwamagama angukhiye angemuhle. Uma usungeze amagama angukhiye angalungile kumkhankaso wakho we-Adwords, uzoba nohlu lwezikhangiso ezingahlobene okufanele uzigweme.
Enye indlela yokuthuthukisa i-CTR ukusebenzisa amagama angukhiye angalungile. Ukusebenzisa amagama angukhiye angalungile kuzoqinisekisa ukuthi izikhangiso zakho zivela ngokumelene namagama okusesha ahlobene, ukunciphisa inani lokuchofoza okumoshiwe. Kuzophinda kukhuphule ingxenye yezivakashi ezifanele emkhankasweni wakho futhi kuthuthukise i-ROAS. Inzuzo yokugcina yokusebenzisa amagama angukhiye angalungile ukuthi ngeke ukhokhele izikhangiso ezingahambisani nomkhiqizo noma isevisi yakho.. Lokho kusho ukuthi ungonga imali kubhajethi yakho yokukhangisa.
Ukusebenzisa amagama angukhiye angalungile ku-Adwords kungakongela isikhathi nemali ngokuvimbela ukusesha okungabalulekile. Ungakha amagama angukhiye angalungile ahambisana nomkhiqizo wakho njengegama elingukhiye olifisayo. Ngokwesibonelo, uma ufuna ukuthengisa imikhiqizo yamahhala ehlobene nezempilo, sebenzisa igama elithi ‘mahhala’. Abantu abafuna ukunakekelwa kwezempilo kwamahhala noma imisebenzi kungenzeka bangabikho emakethe oyiqondisayo. Ukusebenzisa amagama angukhiye angalungile kuyindlela enhle yokugcina isabelomali esimoshiwe silawulwa.
Izindleko ngombono ngamunye (CPM) iyimethrikhi eyinhloko okufanele uyilandele ekukhangiseni ku-inthanethi. Le metric ikala izindleko zemikhankaso yokukhangisa, futhi ivame ukusetshenziselwa ukukhetha imidiya. Kuyindlela enhle yokulandelela ukuqwashisa okusezingeni eliphezulu kwenkampani nokunquma ukuthi ungabhida malini ngezinhlobo ezahlukene zokukhangisa. Ezimweni eziningi, I-CPM ingasetshenziswa ukulinganisa ukusebenza komkhankaso wokumaketha. Ngaphandle kokuba imethrikhi ebalulekile okufanele ilandelwe, I-CPM iphinde isize abakhangisi banqume ukuthi yiziphi izinkundla ezisebenza kangcono ekufezeni imigomo yabo.
Ama-CPM anyukile kusukela ku-Q3 2017 kodwa azishintshile kakhulu kusukela lapho. Ngokwesilinganiso, abakhangisi bakhokhiwe $2.80 ngemibono eyinkulungwane ku-Q1 2018, ukwanda okuthobekile kodwa okuqhubekayo. Kusukela ku-Q1 2018, abakhangisi bakhokhiwe $2.8 ngemibono eyinkulungwane, phezulu ngedola ukusuka ku-Q1 2017. Ngokungqubuzanayo, Ama-CPC ku-Google Display Network ayebuyile ngo $0.75 ngokuchofoza ngakunye, noma mayelana 20 amasenti aphezulu kune-Q4 2017.
Nakuba izikhangiso zamahhala ezivelayo zisebenza kangcono kunezikhangiso ezikhokhelwayo, azifanele izindleko. Lezi “akwaziwa” ukusesha kwenzeka nsuku zonke. Lokhu kusho ukuthi i-Google ayikwazi ukubikezela inhloso yeseshi, kodwa ingalinganisa imvamisa yamagama angukhiye athile, njenge “umshwalense wemoto,” bese ulungiselela izikhangiso zayo ngokusekelwe kulawo magama angukhiye. Bese, abakhangisi bakhokhela kuphela ukuchofoza abakutholayo.
Ngenkathi ama-CPC ezinkundleni zokuxhumana ehluka, izindleko ngombono ngamunye ngokuvamile aziphezulu kakhulu. Ngokwesibonelo, I-CPC ye-Facebook $0.51 ngombono ngamunye, kuyilapho i-CPC ye-LinkedIn injalo $3.30. Izinkundla zokuxhumana ezifana ne-Instagram ne-Twitter zibiza kancane, nge-CPC emaphakathi ye $0.70 ku $0.71 ngombono ngamunye. Lezi zikhangiso zizoboniswa kuphela uma isabelomali sivuselelwa nsuku zonke. Ngale ndlela, abakhangisi akudingeki bakhathazeke ngokuchitha ngokweqile noma ukusebenzisa imali engaphezu kwalokho abakudingayo.
Enye yezinto ezibaluleke kakhulu okufanele icatshangelwe lapho ubhida ukukhangisa ku-Adwords yizindleko zokutholwa ngakunye.. Ingasukela noma kuphi ukusuka kumadola ambalwa kuye ngaphansi $100, futhi isilinganiso CPA kuyinto $0.88. Isizathu esenza lesi sibalo sibe phansi kangaka yingoba abakhangisi abaningi ngeke babhide kakhulu ezikhangisweni zabo. Ngokwesibonelo, uma amasokisi eholide ebiza $3, ukubhida $5 ngoba lelo gama ngeke lisebenze kakhulu.
Yize kubalulekile ukwazi ukuthi imikhankaso yakho yezikhangiso ikubiza malini, kungenzeka ukubala i-CPA ngokusekelwe ekuguquleni kwakho. Ukuthi ukuguqulwa kwenzeka ngempela noma cha kunzima ukucacisa, kodwa kungenziwa ngokulandelela ukugcwalisa amafomu kanye nokubhaliswa kwedemo. Nokho, alikho izinga elijwayelekile lokunquma izindleko ngokutholwayo ngakunye, futhi ibhizinisi ngalinye eliku-inthanethi lizoba nomkhiqizo ohlukile, intengo, amamajini, izindleko zokusebenza, kanye nomkhankaso wesikhangiso.
Izindleko ngokutholwayo ngakunye, noma i-CPA, isho inani lemali elichithwa umkhangisi ekuguquleni ngakunye okukhiqizwa yizikhangiso zabo. Lokhu kubandakanya ukuthengisa, ukuchofoza, amafomu, okubhaliselwe kwephephandaba, kanye namanye amafomu. Abakhangisi ngokuvamile bazoxoxisana ngaleli zinga namanethiwekhi ezikhangiso, kodwa kufanele kuqashelwe ukuthi akubona bonke abazovumelana nayo. Uma usuxoxisane ngentengo nomkhangisi, izindleko zokutholwa ngakunye zinganqunywa.
Izindleko zokutholwa ngakunye kungenye imethrikhi ebalulekile okufanele ilandelelwe kunqubo yokukhangisa. Lapho unquma ukusebenzisa imali ku-CPA, uzodinga ukunquma ukuthi yimalini ozodinga ukuyisebenzisa ukuze ukhiqize ukuthengiselana kokuthengisa. Abasebenzisi be-AdWords bangakala impumelelo yezikhangiso zabo ngokuhlola ukuthi zibiza malini ngokwenani lokuguqulwa elikhiqizwa isikhangiso ngasinye.. Izindleko zokutholwa ngakunye zivame ukuhlotshaniswa nesiteshi esithile sokumaketha, ngakho-ke i-CPA ephezulu, umkhangisi uzozuza kakhulu.
