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Kungenzeka ukuthi uzwile nge-Google Adwords, inkundla yokukhangisa evela ku-Google. Kodwa, uyazi ukuthi ungayisebenzisa kanjani ukuze ukhulise inzuzo yakho? Ingabe kuwufanele ukuqalisa? Nawa amanye amathiphu. Leli ithuluzi elihle kakhulu labakhangisi bedijithali, ikakhulukazi ama-startups. Kodwa kungase kubize. Qhubeka ufunde ukuze ufunde kabanzi mayelana naleli thuluzi elinamandla. Okubhalwe ngezansi ezinye zezinzuzo zayo kanye nokubi. Noma ngabe ngeyokuqala kwakho noma eyebhizinisi elisunguliwe, I-Adwords inezinzuzo zayo kanye nokubi.
Nakuba akuyona imfihlo ukuthi i-Google ingumdlali omkhulu endaweni yokukhangisa, akuwona wonke umuntu owazi ukusebenzisa amathuluzi enkampani ngempumelelo. Lesi sihloko sibheka izindlela ezahlukahlukene ongawasebenzisa ngazo ngokugcwele amathuluzi okukhangisa e-Google. Uma umusha ku-Google AdWords, nansi isibuyekezo esisheshayo salokho okufakiwe. Uma usufundile ngamathuluzi, uzoba nombono ongcono wokuthi ungayandisa kanjani impumelelo yebhizinisi lakho.
I-Google AdWords isebenza njengendali lapho amabhizinisi ebhida khona ukubekwa emiphumeleni yenjini yokusesha. Lolu hlelo lusiza izinkampani ukuthi zithole ikhwalithi ephezulu, ithrafikhi efanele. Abakhangisi bakhetha ibhajethi kanye nokucaciswa okuhlosiwe, futhi angengeza inombolo yocingo noma isixhumanisi ekhasini eliyinhloko lewebhusayithi. Ngokwesibonelo, ake sicabange ukuthi umsebenzisi uyasesha “izicathulo ezibomvu.” Babona izikhangiso ezimbalwa ezivela ezinkampanini ezahlukene. Umkhangisi ngamunye ukhokha inani elithile lokubekwa kwesikhangiso.
Lapho ukhetha uhlobo lomkhankaso olufanele, kubalulekile ukucabangela izindleko ngokuchofoza ngakunye. Leli inani olikhokhelayo ngakho konke okuvelayo kwezikhangiso eziyinkulungwane. Ungasebenzisa futhi izindleko ngokuhlanganyela ngakunye, okusho ukuthi ukhokha isikhathi ngasinye lapho othile echofoza esikhangisweni sakho futhi aqedele isenzo esithile. Kunezinhlobo ezintathu zomkhankaso onezikhangiso ze-Google: sesha izikhangiso, bonisa izikhangiso, kanye nezikhangiso zevidiyo. Izikhangiso zosesho zifaka umbhalo, isithombe, kanye nokuqukethwe kwevidiyo. Zivela emakhasini ewebhu ngaphakathi kwenethiwekhi yokubonisa ye-Google. Amavidiyo ayizikhangiso ezimfushane, ngokuvamile eziyisithupha ukuze 15 imizuzwana, futhi uvele ku-YouTube.
Indlela Izikhangiso ze-Google ezisebenza ngayo isekelwe ekukhokheni ngokuchofoza ngakunye (I-PPC) imodeli. Abakhangisi baqondise amagama angukhiye athile ku-Google futhi benze amabhidi kulawa magama angukhiye. Baqhudelana ngalawa magama angukhiye nabanye abathengisi. Amanani ebhidi ngokuvamile asekelwe kumkhawulo webhidi. Ibhidi ephezulu, ngcono ukubekwa. Lapho ibhizinisi lithola ukubekwa kwezikhangiso okwengeziwe, izindleko eziphansi ngokuchofoza ngakunye.
Ukuze kwandiswe ukusebenza kahle kwezikhangiso ze-Google, kubalulekile ukuqonda ukuthi uzenza kanjani ngokwezifiso izikhangiso. Izikhangiso zingavela emakhasini wemiphumela yosesho, emakhasini ewebhu ku-Google Display Network, nakwamanye amawebhusayithi nezinhlelo zokusebenza. Izikhangiso zingaba yisithombe noma zisekelwe emibhalweni, futhi azovezwa eduze kokuqukethwe okuhlobene. Ngaphezu kwalokho, ungenza ngokwezifiso izikhangiso ngokukhomba izigaba ezihlukene zefaneli yokuthengisa.
Esikhathini se-inthanethi, amabhizinisi afuna izindlela ezintsha zokufinyelela amakhasimende amasha. Ukunyuka kwezinhlelo zokusheshisa kuyisibonelo esihle salokhu. Abaqalayo bavame ukuphoqeleka ukuthi basebenze endaweni ehlanganyelwe yamahhovisi. Ukuze uthole isabelo sobunikazi bokulingana enkampanini, laba batshalizimali bazimisele ukubekezelela izinga eliphezulu lobungozi. Ngaphandle kwalokho, ama-accelerator asiza ukuqalisa ukugwema izindleko eziphezulu ezingatholwa yibhizinisi lendabuko. Nazi ezinye zezinzuzo zokusebenzisa uhlelo lokusheshisa.
Yini eyenza inkampani ikhule? Impendulo yingqalasizinda ekhulayo, njengoba isikali sesevisi sikhula. Nge-IaaS, ukhokhela umthamo owengeziwe ngaphandle kokufaka izindleko ezengeziwe zehadiwe, izibuyekezo zesofthiwe, noma ukwanda kokusetshenziswa kwamandla. Futhi nge-cloud computing, ungafinyelela idatha yakho noma yikuphi. Izinzuzo zisobala. Qhubeka ufunde ukuze ufunde ukuthi lolu hlobo lwengqalasizinda lungabaluleka kanjani ebhizinisini lakho. Uhlu olungezansi yizindlela ezinhlanu ibhizinisi lakho elingasebenzisa ngazo izinsiza ezitholakala emafini.
Isofthiwe njengesevisi, noma i-SaaS, isofthiwe esekwe emafini esingethwe ku-inthanethi ngumthengisi wezinkampani zangaphandle. Ungakwazi ukufinyelela isofthiwe ngokusebenzisa isiphequluli sewebhu. Ngoba iphethwe maphakathi, Izinsizakalo ze-SaaS zikhuphuka kakhulu. Ngaphezu kwalokho, Imikhiqizo ye-SaaS iyavumelana nezimo futhi iyakaleka ngoba ayidingi ukufakwa kumadivayisi angawodwana. Lokhu kuwenza abe wusizo ikakhulukazi emaqenjini asabalalisiwe omhlaba. Futhi ngenxa yokuthi abadingi umkhawulokudonsa, abasebenzisi akudingeki bakhathazeke ngezibuyekezo zesofthiwe.
Uma ukhathazekile ukuthi kubiza kakhulu, awuwedwa. Abantu abaningi banokukhathazeka okufanayo: “Kuyabiza ukusebenzisa i-Adwords.” Ngenkathi ungadingi ukuchitha $10,000 inyanga ukubona imiphumela, kungase kubonakale kuwumsebenzi osabisayo. Nokho, kunezindlela ezimbalwa zokunciphisa izindleko zakho ngokuchofoza ngakunye ngaphandle kokuphula ibhange. Ngokulandela imithetho embalwa elula, ungathola imiphumela engcono kakhulu ngebhajethi enesizotha.
Into yokuqala okudingeka uyenze ukuthola ukuthi izokubiza malini i-AdWords yakwaGoogle. Ku 2005, isilinganiso sezindleko ngokuchofoza ngakunye kwaba $0.38 amasenti. Ngu 2016, lezi zindleko zifinyelele $2.14, futhi akunakwenzeka ukuthi yehle noma nini maduze. Ummeli, Ngokwesibonelo, angalindela ukukhokha $20 ku $30 ngokuchofoza ngakunye. Kodwa uma ungakwazi ukukhokhela leyo mali, ungase ufune ukubheka ezinye izindlela.
