Maka: I-Google Ads Agentur

Ziningi izindlela zokuthuthukisa izikhangiso zakho ze-Adwords. Ungakopisha futhi unamathisele izikhangiso ezikhona ku-akhawunti yakho, noma hlola womabili amabhokisi ukuze wenze izinguquko. Ngemuva kokuthi ukopishe futhi unamathisele, ungaqhathanisa ikhophi yakho nesihloko nezinye izikhangiso. Uma ikhophi ingasebenzi, zama ukuyibhala kabusha futhi uhlole amazinga akho okuguqulwa. Ungase ufune nokwenza ezinye izinguquko kukhophi, futhi. Nawa amanye amathiphu okuthuthukisa umkhankaso wakho we-Adwords:

Izindleko ngokuchofoza ngakunye

Ngenkathi i-CPC iyingxenye ebalulekile yokukhangisa ku-inthanethi, kunezindlela ezithile zokugcina izindleko zingaphansi kokulawulwa. Ngokusebenzisa i-Google AdWords, ungabeka izikhangiso kunoma iyiphi iwebhusayithi ngokusekelwe kunoma yiliphi igama noma ibinzana. Ngaphandle kohlobo lwebhizinisi lakho, kufanele ubeke iso elibukhali ezindlekweni ze-Google ukuze ugweme ukweqa. Okubhalwe ngezansi amanye amathiphu awusizo okufanele uwakhumbule lapho unquma izindleko zakho ngokuchofoza ngakunye.

Izindleko ngokuchofoza ngakunye kwe-Adwords ziyahlukahluka kuye ngomkhiqizo okhangiswayo. Izinkundla eziningi zokukhangisa ku-inthanethi zisekelwe endalini, okusho ukuthi abakhangisi bayakhokha ngokusekelwe enanini lokuchofoza abakutholayo. Ayanda abafaka amathenda’ amabhidi, maningi amathuba okuthi izikhangiso zabo zibonakale esiphakelini sezindaba. Uma ibhizinisi lakho lifuna ithrafikhi ephezulu, ama-CPC aphezulu angakusiza ukuthi ukhulise ukubonakala kwakho. Ungasebenzisa i-Google Analytics ukuze ubone ukuthi yimaphi amagama angukhiye aguqula okungcono kakhulu.

Izindleko ezifanele ngokuchofoza ngakunye zizoncika ekuhlosweni kwakho kwe-ROI. Amabhizinisi amaningi abheka isilinganiso esiyisihlanu kuya kokukodwa esamukelekayo uma kusetshenziswa izindleko ngombono ngamunye (CPI) ukukhangisa. Enye indlela yokubheka izindleko ngokuchofoza ngakunye ifana nephesenti lokuchofozwa kwemali engenayo. Ngokwandisa inani lekhasimende elimaphakathi, i-CPC yakho izoba phezulu. Hlela ukukhulisa imbuyiselo ekutshalweni kwezimali (I-ROI).

Ukwandisa i-CPC yomkhankaso wakho we-Adwords, cabanga ukuthuthukisa i-ROI yezinye iziteshi zakho zokumaketha. Ukufeza lo mgomo kuzokuvumela ukuthi usebenzise ithuba lokuphinda ukhombe izikhangiso ezinkundleni zokuxhumana kanye nokudluliselwa okuqondile. Ukwengeza, i-imeyili ingasebenza kanye nazo zonke ezinye iziteshi zakho zokumaketha, ukwandisa ibhizinisi lakho nokunciphisa izindleko. Ungaphatha ibhajethi yakho kuyilapho wandisa i-ROI yakho ngokusebenzisa Izindleko Zokutholwa Kwekhasimende. Ngakho, Ulindeni?

Izindleko ngokutholwayo ngakunye

CPA, noma izindleko ngokutholwayo ngakunye, ikala izindleko eziphelele zokuthola ikhasimende. Umcimbi wokuguqulwa ungaba ukuthenga, ukuhanjiswa kwefomu, ukulanda kohlelo lokusebenza, noma ucele ukushayelwa ucingo. Izindleko zokutholwa ngakunye zivame ukusetshenziselwa ukukala ukusebenza kahle kwenkundla yezokuxhumana, ukumaketha nge-imeyili, kanye nokukhangisa okukhokhelwayo. Nakuba i-SEO ingenazo izindleko zokukhangisa eziqondile, kungenzeka ukuthola umbono ongcono wokuphumelela kokumaketha nge-imeyili ngokubala i-CPA ngesenzo ngasinye.

Nakuba i-CPA ibalulekile kunoma yimuphi umkhankaso wokumaketha, kunzima ukuqhathanisa ngokumelene nebhentshimakhi evamile. Ihlukahluka kakhulu ngokusekelwe kumkhiqizo, imboni, kanye nenani. Izindleko eziphansi ngokutholwayo ngakunye, ngcono umkhankaso wakho wesikhangiso. Ukuze ubale i-CPA yakho, kufanele ubale inani lamamethrikhi, okuhlanganisa izinga lokugxuma kanye nokuvakasha okuyingqayizivele. Uma i-CPA yakho iphezulu, isu lakho lokumaketha lingadinga ukulungiswa.

Ungakwazi futhi ukubala i-CPA yamabhizinisi ngaphandle kwemikhiqizo noma amasevisi. Lawa mabhizinisi angakwazi ukulandelela ukuguqulwa, njengokugcwalisa amafomu nokubhalisa kwedemo, ngokusebenzisa amafomu. Nokho, alikho izinga lokunquma izindleko ezifanelekile ngokutholwa ngakunye, njengoba ibhizinisi ngalinye eku-inthanethi linemikhiqizo ehlukene, amanani, amamajini, izindleko zokusebenza, nemikhankaso yezikhangiso. Indlela engcono kakhulu yokubala i-CPA ukulandelela ukuthi zingaki izinguquko ezikhiqizwa umkhankaso wakho wesikhangiso.

I-CPA iyindlela evamile yokulandelela impumelelo ekukhangiseni kwenjini yokusesha. Kuyasiza ukunquma ukuthi uchitha malini ukuze uthole ikhasimende elisha. I-CPA ivamise ukubalelwa ukuguqulwa kokuqala, njengokubhalisa kwefomu noma ukubhaliswa kwedemo. Ungaphinda ulandelele futhi ulinganise ukusebenza kahle kwezikhangiso zakho futhi unqume ukuthi kubiza malini ukuze uthole. Ukuthola ukuguqulwa okwengeziwe, imali encane ozoyikhokha ngokuhamba kwesikhathi.

Izinga lokuguqulwa

Uma ubheke ukukhulisa izinga lakho lokuguqulwa ku-Adwords, kukhona ezinye izinto okufanele uzenze ukuze uthuthuke. Okokuqala, udinga ukuqonda ukuthi liyini izinga lokuguqulwa. Izinga lokuguqulwa ku-Google Adwords iphesenti lezivakashi ezichofoza esikhangisweni sakho bese ziyasiguqula. Leli zinga lokuguqulwa lingaba yinoma yini 10% ku 30%. Izinga lokuguqulwa elingcono kakhulu liphakeme ngokuphindwe kathathu kuya kahlanu kunesilinganiso somkhakha. Ukuze ukhuphule izinga lakho lokuguqulwa, kufanele uzame ngeminikelo ehlukene futhi uhlole ukuhamba kwewebhusayithi yakho. Lokhu kuzokusiza ukuthi uqonde ukuthi yini esebenzayo nokuthi yini engasebenzi. Ngaphezu kwalokho, ungathatha ithuba lokumaketha kabusha ukuze ubambe kabusha izivakashi ezibonise intshisekelo emikhiqizweni yakho.

Ngokuvamile, wonke umkhangisi kufanele ahlose izinga lokuguqulwa okungenani 2.00%. Lokhu kusho ukuthi wonke umuntu 100 izivakashi zewebhusayithi, okungenani ababili kufanele bagcwalise ifomu lokuxhumana. Okwezinkampani ze-B2B, leli zinga kufanele libe ngaphezu kwamabili. Okwamawebhusayithi e-e-commerce, kufanele kube ama-oda amabili ngezivakashi eziyikhulu. Nokho, kunezimo ezithile lapho isivakashi singaligcwalisi ifomu, kodwa ukuguqulwa kusafanele kubalwe. Kungakhathaliseki icala, izinga eliphezulu lokuguqulwa ku-Adwords lizokhuphula ibhizinisi lakho futhi likhulise i-ROI yakho.

Esinye isici esibalulekile ekuthuthukiseni izinga lokuguqulwa ukugxila kumakhasimende akho afanelekile. Ngokugxila ezilalelini ezifanele, uzokwazi ukuthatha phansi kwethrafikhi yefaneli oyifunayo. Nakuba abakhangisi abaningi bechitha imali eningi ekukhangiseni, iphesenti elincane kuphela eliguqulayo. Uma ugxila kuzithameli ezifanele, uzokwazi ukukhulisa imali yakho engenayo futhi wehlise izindleko zakho. Uma unamakhasimende alungile, izinga lakho lokuguqulwa lizokhuphuka kakhulu!

Ucwaningo lwamagama angukhiye

Uma ufuna umkhankaso wakho wokukhangisa usebenze ngendlela ongakhona ngayo, kubalulekile ukuqonda ukubaluleka kocwaningo lwegama elingukhiye. Ukukhethwa kwegama elingukhiye okungalungile kuzomosha isikhathi sakho nomzamo, njengabantu abawuseshayo mancane amathuba okuthi bacinge umkhiqizo wakho. Ukusebenzisa isethi ethile yamagama angukhiye kuzoqinisekisa ukuthi ufinyelela izethameli zakho ozihlosile. Nawa amanye amathiphu okwenza inqubo yakho yocwaningo lwegama elingukhiye ibe lula. – Funda mayelana nomuntu womthengi. I-buer persona yiqembu lamagama angukhiye abonisa inhloso yesisheshi efanayo. Ingakusiza ukuthi uqondise izethameli ezithile, futhi wenze okuqukethwe ngokufanele.

– Yazi izethameli zakho. Ucwaningo lwamagama angukhiye lukunikeza ukuqonda okudingayo ukuze unqume izidingo zababukeli bakho ohlosiwe. Kukusiza futhi ukuthi uthole ukuthi yimaphi amagama angukhiye afaneleka kakhulu kuwebhusayithi yakho, futhi okuyizinto ezincintisana kakhulu. Lolu lwazi lungaba usizo esu lakho lokuqukethwe kanye namasu akho okuthengisa jikelele. Izikhathi eziningi, abantu basesha izixazululo ku-inthanethi, futhi ukusebenzisa amagama angukhiye afanelekile kungakusiza ukuthi uqondise izethameli ezifanele. Lapho okuqukethwe kwakho kuqondiswe kakhulu, ithrafikhi eyengeziwe ongalindela ukuyithola.

– Yazi ukuncintisana kwakho. Ukusebenzisa amathuluzi okucwaninga amagama angukhiye, ungathola ukuthi izimbangi zakho ziqondise ini nokuthi zincintisana kangakanani. Qiniseka ukuthi ukhetha amagama angukhiye angancintisani ngokweqile noma ajwayelekile kakhulu. Khetha ama-niches anevolumu ephezulu yethrafikhi. Imisho efanelekile izoheha inani eliphezulu labantu. Okokugcina, qhathanisa amagama akho angukhiye nezimbangi zakho’ okuqukethwe kanye nokuma. Uma usunombono ocacile wezidingo zababukeli bakho, ungaqala ukubhala okuqukethwe ukuze ugcwalise lezo zidingo.

Ukudala isikhangiso esihehayo

Ukudala isikhangiso esihle kubalulekile uma ufuna ibhizinisi lakho ligqame kwezinye. Isikhangiso esihle kufanele sihambisane futhi senze izinto ezihlukahlukene, bese uphendula umbuzo umfundi angaba nawo mayelana nomkhiqizo noma isevisi yakho. Ukudala isikhangiso kulula futhi kuyinselele, ngoba umhlaba wedijithali unemihlahlandlela namathuluzi amaningi. Nazi izinto eziyisikhombisa okufanele uzikhumbule lapho udala isikhangiso esiyimpumelelo:

Sebenzisa amagama anamandla – lawa amagama angukhiye adonsa umfundi futhi avuse isithakazelo sabo. Ukusebenzisa igama “wena” esikhangisweni sakho ingenye yezindlela eziphumelela kakhulu zokuthola ukunaka kwababukeli bakho. Abantu basabela kahle ekhophini yesikhangiso egxile kubo, kunebhizinisi lakho. I “wena” ekhophini yesikhangiso sakho kugxilwa kukhasimende kumuntu ofunda isikhangiso, futhi ngaleyo ndlela andisa amathuba okuthi bachofoze kuso.

Uma udala ikhophi yesikhangiso sakho, khumbula ukubhala isihloko esihehayo, okuchaza ukuthi yini umkhiqizo noma isevisi yakho futhi kufaka phakathi igama elingukhiye levolumu ephezulu elivela eqenjini lakho lesikhangiso. Lokhu kuzosiza izikolo zakho zekhwalithi yegama elingukhiye. Uma unamagama angukhiye amaningi eqenjini, ungazizwa ubophekile ukubhala umbhalo ohlukene wesikhangiso ngasinye. Kunalokho, cabanga ukuthi iyini ingqikithi yeqembu lesikhangiso, bese ubhala umbhalo uzungeze amagama angukhiye abonakala ebaluleke kakhulu eqenjini lesikhangiso.

Uma umusha ku-Adwords, lo mhlahlandlela osheshayo uzohlanganisa izinto eziyisisekelo: Ucwaningo lwamagama angukhiye, Izinhlobo zomkhankaso, Amabhidi e-CPC, kanye namagama angukhiye angalungile. Ngemva kokufunda lesi sihloko, uzobe ulungele ukwethula umkhankaso wakho wokuqala we-AdWords! Qhubeka ufunda ukuze uthole amathiphu namasu okuthi uwenza kanjani umkhankaso wakho ube yimpumelelo. Uzoba nokuzethemba okukhulu kunangaphambili! Ngakho qala! Futhi ungakhohlwa ukubheka eminye imihlahlandlela yethu ye-Adwords kanye nezindatshana zendlela yokwenza ukuze uthole amanye amathiphu namasu..

Ucwaningo lwamagama angukhiye

Enye yezindlela ezinhle kakhulu zokuthola amagama angukhiye afanelekile ukusebenzisa ithuluzi elifana nethuluzi lamagama angukhiye we-Bing. I-Bing iyinjini yokusesha yesibili ngobukhulu emhlabeni, ukucubungula kuphelile 12,000 ukusesha okuyizigidi inyanga ngayinye. Leli thuluzi lizokunikeza uhlu lweziphakamiso zamagama angukhiye ngokusekelwe kumagama angukhiye owakhethile. Sebenzisa lolu hlu ukuze udale okuqukethwe, ukwandisa amathuba akho okuheha izivakashi ezintsha. Ungasebenzisa futhi lolu hlu ukuze uthuthukise okuqukethwe okusha, njengokuthunyelwe kwebhulogi noma ividiyo.

Ucwaningo lwamagama angukhiye luyinqubo yokuhlonza amagama angukhiye asetshenziswa abantu ukuze baseshe imikhiqizo noma amasevisi akho. Ngokwenza lokhu, uzofunda mayelana nezihloko ezidumile nokuthi yiziphi izinhlobo zokuqukethwe abantu abakuseshayo. Ukwazi ukuthi yimaphi amagama angukhiye adumile phakathi kwezithameli zakho ezihlosiwe kuzokusiza ukuthi unqume ukuthi yiziphi izinhlobo zokuqukethwe ongakukhiqiza. Uma usunohlu lwakho lwamagama angukhiye, ungakhomba lawa magama angukhiye ngokukopisha isikhangiso, ukumaketha kwezokuxhumana, kanye namanye amasu.

Lapho ucwaninga amagama angukhiye, uzofuna ukugxila kulezo eziqondile kakhulu kunalezo ezijwayelekile. Isizathu silula: uma igama elingukhiye libanzi, mancane amathuba okuthi ifinyelele izethameli zakho ozihlosile. Uma usebenzisa amagama angukhiye ajwayelekile, cishe uzomosha isikhathi nemali. Amagama angukhiye abanzi, Ngokwesinye isandla, ngeke ilethe ithrafikhi eningi. Lapho uthola amagama angukhiye athile, ubukhona bakho ku-inthanethi buzophumelela. Uhlu lwamagama angukhiye aklanywe kahle luzokuvumela ukuthi uqondise izethameli ezithile ngokuqukethwe okulungile.

Kunamathuluzi amaningana amahhala namagama angukhiye angakusiza ngokusesha kwakho amagama angukhiye athile. I-Moz's Keyword Explorer ingelinye lamathuluzi anjalo, futhi inikeza izinguqulo zamahhala ne-premium. Ukubuyekezwa kukaLarry Kim kwe-Moz's Keyword Explorer kungakunikeza umbono wokuthi iwusizo kangakanani i-Keyword Explorer ye-Moz. I-SEMrush ingelinye ithuluzi elihle lamagama angukhiye elinenguqulo yamahhala nekhokhelwayo. Ungazizama zombili ngaphambi kokuthi wenze isinqumo esingujuqu.

Uhlobo lomkhankaso

Ziningi izindlela zokwandisa ibhajethi yakho yokukhangisa ngokusebenzisa izinhlobo ezahlukene Zomkhankaso ezitholakala ku-Adwords. Uma iseshi sithayipha igama elijwayelekile, injini yokusesha izophakamisa amabhulashi e-Morphe kumsebenzisi. Lolu hlobo losesho luhle kumabhrendi anolwazi oluphezulu lomkhiqizo, ngoba inhloso ukuthi iseshi sibe ikhasimende. Nakuba imivuzo yalolu hlobo lomkhankaso mikhulu, akulula ukuguqula lezo ziseshi zibe amakhasimende. Ngokwesibonelo, uma umuntu esesha “Amabhulashi e-Morphe,” kuzovela isikhangiso samabhulashi e-Morphe athengiswa kakhulu. Okufanayo kungashiwo ngama-eyeshadow palettes.

Olunye uhlobo lomkhankaso umkhankaso onomongo, okubeka izikhangiso zakho kumawebhusayithi afanayo. Lolu hlobo lomkhankaso luwusizo ikakhulukazi kumabhizinisi endawo. Lolu hlobo lwesikhangiso lubonisa imininingwane yebhizinisi efanele ngendlela yezithombe ezisebenzisanayo. Ungakhetha ukuthi ungakhomba kuphi nokuthi ufuna ukuthi izikhangiso zakho zidlale isikhathi esingakanani. Lolu hlobo lwesikhangiso lungathuthukisa ukuvezwa komkhiqizo wakho futhi lukhulise ukusebenza kahle kokumaketha kabusha. Uma uqhuba umkhankaso we-infographic, izikhangiso zakho zizofakwa kumawebhusayithi afanayo.

Kukhona ezinye izindlela zokuthuthukisa ukusebenza komkhankaso wakho we-Adwords. Umkhankaso wokusesha onegama ungakusiza uthole ukuqonda okubalulekile kokuthi izethameli zakho zifunani. Imikhankaso yosesho enegama futhi ingakusiza ukuthi ukhiqize umkhondo nezinjongo zefaneli ephezulu. Ngokwesibonelo, ungadlala isikhangiso sewebhusayithi yebhizinisi lakho, bese usebenzisa i-URL yekhasi lokubikezela ukushayela ithrafikhi eyengeziwe. Lena indlela enhle yokuheha izivakashi ezintsha futhi ukhuphule izinga lakho lokuguqulwa.

Ibhidi ye-CPC

Ungase uzibuze ukuthi wehlisa kanjani ibhidi yakho ye-CPC ye-Adwords ukuze ukhulise inzuzo. Nakuba lena kuyindlela esobala kakhulu yokwenza kanjalo, ingenye yezinketho eziningi. Kufanele futhi ucabangele ukunciphisa ezinye izici zomkhankaso wakho. Ukusebenzisa i-Pathvisit iyithuluzi lokumaketha elihlanganisa konke elingakwazi ukulandelela izingcingo, guqula izivakashi eziningi, kanye nokukhiqiza imibiko yokumaketha. Ngokwehlisa ibhidi yakho ye-CPC, ungakhuphula amathuba akho okubona i-ROI ephezulu kanye nokumosheka okuncane kwezikhangiso.

Kuye ngesabelomali sakho, ungasetha ubuningi bebhidi ye-CPC yegama elingukhiye ngalinye noma iqembu lesikhangiso. Ungakwazi ukulungisa amabhidi akho mathupha, noma usebenzise inketho yokubhida ezenzakalelayo. Ukubhida mathupha kukuvumela ukuthi usethe inani eliphezulu ozimisele ukulisebenzisa egameni elingukhiye elithize noma iqembu lesikhangiso. Lokhu kukuvumela ukuthi uphathe ibhajethi yakho futhi uthole amasu kakhudlwana nge-ROI yakho yokukhangisa nezinjongo zebhizinisi. Kunezinzuzo ezimbalwa zokusebenzisa ukubhida okwenziwa ngesandla.

Nakuba abasebenzisi abaningi be-AdWords basebenzisa ukubhida kwe-CPC emikhankasweni yabo, ungase futhi uthande ukucabanga ukusebenzisa okunye – CPM. Ngenkathi ukubhida kwe-CPC kuwulungiselelo oluzenzakalelayo lomkhankaso we-PPC, I-CPM iyindlela engcono kakhulu uma ufuna izikhangiso zakho zibonakale emakhasini aphezulu ezinjini zokusesha. Uma kuziwa ekulawuleni izindleko, I-CPC iyimethrikhi eyisisekelo. Izohluka emikhankasweni nezikhangiso ezahlukene.

Njenganoma iyiphi enye indlela yokukhangisa, isabelomali sansuku zonke sibalulekile. Uma ungakaze ukhangise ku-inthanethi ngaphambilini, umkhankaso we-Google Adwords wokuqala kufanele uqale ku- $20 – $50 ububanzi, bese ulungisa njengoba kudingeka. Njengoba uqhubeka nokuqapha imiphumela, ungashintsha ibhajethi yakho nganoma yisiphi isikhathi. Ukusebenzisa i-Google AdWord Tools kungakusiza ukuthi ulungise ibhajethi yakho yansuku zonke ukuze uthuthukise imikhankaso yakho. Uma unobunzima bokulungisa ibhidi yakho, I-Google AdWords Grader iyithuluzi elingcono kakhulu lokukusiza wenze izinqumo ezingcono kakhulu zebhizinisi lakho.

Amagama angukhiye angalungile

Enye indlela yokukhulisa ukuhambisana kwesikhangiso sakho ukufaka amagama angukhiye angalungile emikhankasweni yakho ye-PPC. Lawa magama angukhiye awahlobanisi ngokuzenzakalela nombuzo ofanayo. Kufanele afake amagama afanayo, ubunye nobuningi izinguqulo, nezinye izinhlobo zegama. Ngokwesibonelo, uma uzama ukukala “intaba,” umkhankaso wakho wegama elingukhiye elingalungile kufanele futhi ufake ukuhluka okufana nentaba nentaba. Nokho, amagama angukhiye angalungile awasebenzi ngokuzenzakalelayo ngendlela efanayo nemikhankaso yosesho, ngakho-ke qiniseka ukuthi uhlola izindlela eziningi.

Ukuze wenze okuningi ngalelisu, udinga ukwazi ukuthi yimaphi amagama abantu abawabhalayo enjinini yokusesha nokuthi yimaphi angabalulekile ebhizinisini lakho. Umbiko Wombuzo Wosesho ku-Adwords uzokwazisa ukuthi yimaphi amagama abantu abawabhalayo ngaphambi kokuthi bafike kuwebhusayithi yakho.. Uma usuwazi ukuthi yimaphi amagama angukhiye angalungile izivakashi zakho eziwabhalayo ebhokisini lokusesha, ungakhetha ukuzifaka emkhankasweni wakho wesikhangiso.

Ngokusebenzisa amagama angukhiye aphikisayo, ungathuthukisa inhloso yakho yosesho ngokungafaki amatemu okusesha angabalulekile. Ungaphinda ukhiphe umbhalo wesikhangiso we “amatshe abomvu” noma izinketho ezifanayo. Umphumela ophelele wokusebenzisa amagama angukhiye angalungile uwukwehlela izethameli zakho ozihlosile futhi wandise imbuyiselo yakho ekutshalweni kwezimali. Funda ukuthi zisetshenziswa kanjani ku-AdWords ngokufunda lesi sihloko. Uzobona ukuthi amagama angukhiye angemahle angakhuphula kanjani inzuzo yakho emasontweni ambalwa nje.

Ukusebenzisa amagama angukhiye angalungile ku-Adwords ngeke nje kuthuthukise ukusebenza kahle kwesikhangiso sakho, kodwa futhi bazokongela imali ngokwehlisa izindleko zakho ngokuchofoza ngakunye (CPC). Ngokunciphisa inani lokuchofoza okungaguquki, uzokonga imali ongayibeka emikhankasweni esebenza ngempumelelo. Kodwa inzuzo enkulu yokusebenzisa amagama angukhiye angalungile ukuthi azokusiza ukuthi uthuthukise amazinga akho okuguqulwa futhi unciphise amazinga okugxuma..

Ubuhlakani bokuncintisana

Izinzuzo zobuhlakani bokuncintisana zebhizinisi lakho zidlula nje ukuqonda izimbangi zakho. Kukusiza ukuthi unqume isiphakamiso sabo esiyingqayizivele sokuthengisa, izethameli eziqondiwe, izinhlelo zamanani, futhi nokuningi. Ubuhlakani bokuncintisana bukusiza ukuthi wenze izinqumo eziqhutshwa yidatha ezingenza izikhangiso zakho, imikhankaso, kanye nezinkundla zokuthengisa zisebenza kangcono. Le mininingwane ingakusiza ukuthi uthuthukise ikhwalithi yezikhangiso zakho nemikhankaso yokumaketha, kanye nokuhlonza amathuba amasha nezinsongo ezingakhuphula inzuzo yakho. Ake sibheke ezinye izibonelo zobuhlakani bokuncintisana.

Ukuthola ubuhlakani bokuncintisana kusho ukwazi izimbangi zakho’ amasu abalulekile, indlela abasondela ngayo kwezokukhangisa, nokuthi yimaphi amaqhinga abawasebenzisayo ukukhulisa imigqa yabo engezansi. Ngokuphela 4.9 izigidigidi zabasebenzisi be-inthanethi, ukuhlala isinyathelo esisodwa ngaphambi komncintiswano wakho kubalulekile empumelelweni yebhizinisi. Ngokusho kwe-Crayon's State of Market Intelligence,’ 77% yamabhizinisi icaphuna ubuhlakani bokuncintisana njengento ebalulekile ekuzuzeni isabelo semakethe. Ubuhlakani bokuncintisana bubuye buwusizo kumabhrendi afuna ukukhulisa imali engenayo ngokushesha okukhulu.

Enye indlela yokuqoqa ubuhlakani bokuncintisana bomkhankaso wakho we-Adwords ukuqapha ukuncintisana kwakho. Ithuluzi elihle lokuncintisana lobuhlakani lizokuvumela ukuthi uqhathanise okuqukethwe izimbangi zakho ezabelana ngakho futhi lizokwazisa uma okuqukethwe okusha kushicilelwa.. Ngokwesibonelo, I-BuzzSumo iyithuluzi lokucwaninga elincintisana elihle kakhulu, njengoba izokusiza ukuthi unqume ukuthi yiziphi izinhlobo zokuqukethwe izimbangi zakho ezizisebenzisayo ukuze ufinyelele kubathengi. Leli thuluzi lokuncintisana lobuhlakani lithenjwa izinkampani ezifana neHubSpot, I-Expedia, kanye neThe Telegraph. Ingakusiza ukuthi uthole ukuthi izimbangi basebenzisa kanjani okuqukethwe ukukhiqiza ithrafikhi nokuguqulwa.

Isipredishithi sokwakheka kwezwe esinokuncintisana okusezingeni eliphezulu sizoqukatha ulwazi olumayelana namamethrikhi angawodwana, amagama ezinkampani, izikhangiso ezinegama, kanye nezikhangiso ezingenalo uphawu. Kufanele futhi iqukathe amathebhu engeziwe amboze amagama angukhiye afanelekile, izikhangiso, amakhasi okufika, futhi nokuningi. Uma ufuna izimbangi ezithile eziqhuba izivivinyo, ungakwazi ukushayela phansi ukuze ubone ukuthi yiziphi izikhangiso zabo namakhasi okufika enza kahle. Ungaqala-ke ukuqhathanisa imiphumela yakho neyakhe. Uma usebenzisa i-Adwords ye-PPC, uzoba nomkhawulo phezu kwezimbangi zakho uma wazi ukuthi wenzani.

Kunezindlela ezahlukahlukene zokusetha i-akhawunti yakho ye-Adwords. Kuye ngezinjongo zakho, ungasebenzisa esinye salezi zakhiwo ezilandelayo: Umgomo womkhankaso, Uhlelo lokubhida, kanye Nezindleko. Ukuhlola ukuhlukaniswa nakho kuyinketho. Uma ususungule ifomethi engcono kakhulu yomkhankaso wakho, sekuyisikhathi sokunquma ukuthi ungasebenzisa kanjani ibhajethi yakho yokukhangisa. Kufakwe ohlwini ngezansi amanye amathiphu angakusiza ukuthi uqalise. Ukudala imikhankaso ephumelela kakhulu, funda lo mhlahlandlela.

Izindleko

Izindleko ze-Adwords ziyahlukahluka kuye ngokuguquguquka okuningana. Izindleko ezimaphakathi ziseduze $1 ku $5 ngokuchofoza ngakunye, kuyilapho izindleko Zenethiwekhi Yokubonisa ziphansi kakhulu. Amanye amagama angukhiye abiza kakhulu kunamanye, futhi ukuncintisana phakathi kwemakethe nakho kuthinta izindleko. Amagama angukhiye e-Adwords abiza kakhulu avame ukubiza kakhulu kunesilinganiso, futhi ngokuvamile ingeyezimakethe ezincintisana kakhulu, njengezimboni zomthetho nezomshwalense. Nokho, ngisho nezindleko eziphakeme, I-Adwords iseyindlela enhle kakhulu yokumaketha ibhizinisi lakho ku-inthanethi.

Nakuba i-CPC inganikezi ukuqonda okuningi iyodwa, kuyisiqalo esihle sokuqonda izindleko ze-Adwords. Enye imethrikhi ewusizo yi-CPM, noma okuvelayo kwezindleko eziyinkulungwane. Le metric ikunikeza umbono wokuthi uchitha malini ekukhangiseni, futhi iwusizo kuyo yomibili imikhankaso ye-CPC ne-CPM. Ukuvela komkhiqizo kubalulekile ekusunguleni umkhankaso wokumaketha wesikhathi eside.

Izindleko ze-Adwords ziyisamba sezindleko zakho ngokuchofoza ngakunye (CPC) kanye nezindleko zokuvelayo eziyinkulungwane (CPM). Leli nani alibandakanyi ezinye izindleko, njengokusingathwa kwewebhusayithi yakho, kodwa imele isabelomali sakho esiphelele. Ukusetha ibhajethi yansuku zonke kanye nebhidi ephezulu kungakusiza ulawule izindleko zakho. Ungase futhi usethe amabhidi egameni elingukhiye noma ileveli yeqembu lesikhangiso. Amanye amamethrikhi awusizo ongawagada afaka phakathi indawo emaphakathi, okukutshela ukuthi isikhangiso sakho sima kanjani phakathi kwazo zonke ezinye izikhangiso. Uma ungaqiniseki ngendlela yokusetha amabhidi akho, ungasebenzisa imininingwane yeNdali ukuze ubone ukuthi abanye abakhangisi bakhokha malini.

Ngaphezu kwesabelomali sakho, ukukala kwakho kwekhwalithi nakho kuthinta izindleko ze-Adwords. I-Google ibala izindleko zomkhankaso we-Adwords ngokusekelwe enanini labakhangisi abanezikhangiso zegama elingukhiye elithile. Isilinganiso sakho sekhwalithi siphezulu, izindleko eziphansi ngokuchofoza ngakunye zizoba. Ngokwesinye isandla, uma isilinganiso sakho sekhwalithi singesihle, uzokhokha kakhulu kunomncintiswano wakho. Ngakho, kubalulekile ukuqonda ibhajethi yakho ye-Adwords ukuze uhlale ngaphakathi kwayo futhi ubone imiphumela emihle.

Uhlelo lokubhida

Izinguquko kusistimu yokubhida kanye nesistimu yokufanisa ku-Adwords inabagxeki abaningi abaklolodelayo ku-Google. Ngaphambilini, umkhangisi wochungechunge lwamahhotela angabhida egameni “ihhotela,” eqinisekisa ukuthi isikhangiso sakhe sizovela phezulu kwe-SERPs. Futhi kwakusho ukuthi izikhangiso zabo zizovela emishwaneni equkethe igama “ihhotela.” Lokhu kwakwaziwa njengokufana okubanzi. Kodwa manje, ngezinguquko ze-Google, lezi zinhlelo ezimbili azisahlukene kangako.

Kunamasu amaningana atholakalayo okwandisa ukuchofoza kwakho ngaphakathi kwebhajethi. Lawa maqhinga alungile uma ufuna ukukhulisa izinga lakho lokuguqulwa futhi uthole ivolumu eyengeziwe. Kodwa qaphela ukuthi uhlobo ngalunye lwesu lokubhida linezinzuzo zalo. Uhlu olungezansi yizinhlobo ezintathu eziyinhloko zezinhlelo zokubhida kanye nezinzuzo zazo. Uma umusha ku-Adwords, inketho yakho engcono kakhulu ukuzama isu Lokukhulisa Ukuguqulwa, elungisa ngokuzenzakalelayo amabhidi ukuze kwandiswe ukuguqulwa.

Amasu amabhidi azenzakalelayo akhipha ukuqagela ekukhangisweni okukhokhelwayo, kodwa usengathola imiphumela engcono ngezindlela ezenziwa ngesandla. Ibhidi yinani ozimisele ukulikhokhela ngegama elingukhiye elithile. Kodwa khumbula ukuthi ibhidi ayinqumi izinga lakho; I-Google ayifuni ukunikeza indawo ephezulu kumuntu osebenzisa imali eningi ngegama elingukhiye. Kungakho udinga ukufunda ngohlelo lwendali ngaphambi kokulusebenzisa.

Ukubhida mathupha kukuvumela ukuthi ulawule inani lebhidi yesikhangiso ngasinye. Ungasebenzisa Uhlelo Lokubhida ukuze unciphise isabelomali sakho lapho izikhangiso zingenzi kahle. Ngokwesibonelo, uma umkhiqizo wakho uthandwa kakhulu, ungase ufune ukusebenzisa okufanayo okubanzi esikhundleni sokufanisa ncamashi. Ukufanisa okubanzi kuyindlela engcono yokusesha okuvamile, kodwa izokubiza kancane. Kungenjalo, ungakhetha ukufana okuqondile noma ukufanisa ibinzana.

Umgomo womkhankaso

Kunezindlela ezimbalwa zokusetha umgomo womkhankaso ku-Google Adwords. Ungasetha ibhajethi yansuku zonke, okulingana nokutshalwa kwezimali komkhankaso wakho wanyanga zonke. Bese, hlukanisa leyo nombolo ngenani lezinsuku enyangeni. Uma usunqume ibhajethi yakho yansuku zonke, ungasetha isu lakho lokubhida ngokufanele. Ngaphezu kwalokho, imigomo yomkhankaso ingasethelwa izinhlobo ezahlukene zethrafikhi. Kuye ngezinjongo zomkhankaso wakho, ungakhetha ukukhomba izindawo ezithile noma izethameli ezithile.

Umgomo womkhankaso uyisici esibalulekile sawo wonke umkhankaso. Umgomo kufanele uchaze ngokucacile ukuthi yini okufanele ishintshwe ukuze umkhankaso uphumelele. Kufanele ibe mfushane ngangokunokwenzeka, futhi kufanele ibhalwe ngendlela yokuthi bonke ababambe iqhaza emkhankasweni bayiqonde. Umgomo kufanele futhi ube oqondile, okufinyelelekayo, futhi namaqiniso. Lokhu kusiza ekunqumeni izinsiza ezidingekayo ukuze kufezwe lowo mgomo. Ukusebenzisa amathiyori woshintsho, ungabeka imigomo engokoqobo yomkhankaso wakho.

Hlukanisa izikhangiso zokuhlola

Kunezinyathelo ezimbili eziyisisekelo zokuhlukanisa-ukuhlola izikhangiso zakho ku-Adwords ye-Google. Okokuqala, udinga ukudala izikhangiso ezimbili ezihlukene futhi uzifake eqenjini lakho lesikhangiso. Bese, uzofuna ukuchofoza ngakunye ukuze ubone ukuthi iyiphi eyenza kangcono. Ungabona ukuthi iyiphi inguqulo yesikhangiso sakho esebenza kangcono. Ukwenza ukuhlolwa kokuhlukaniswa kuphumelele ngangokunokwenzeka, landela izinyathelo ezingezansi.

Dala amasethi amabili ezikhangiso ahlukene bese usetha isabelomali sesikhangiso ngasinye. Isikhangiso esisodwa sizobiza kancane, kuyilapho enye izobiza ngaphezulu. Ukunquma ibhajethi yakho yesikhangiso, ungasebenzisa isibali sebhajethi yomkhankaso. Ngoba ukuhlolwa kokuhlukaniswa kuyabiza, uzogcina ulahlekelwe yimali, kodwa uzokwazi futhi uma izikhangiso zakho ziyasebenza. Uma amasethi amabili ezikhangiso afana, qiniseka ukuthi ulungisa ibhajethi yakho ngendlela efanele.

Ngemuva kokuthi ukhethe amaqembu amabili ezikhangiso, khetha leyo engase ikhiqize inombolo ephezulu yokuchofoza. I-Google izokutshela ukuthi iyiphi ephumelela kakhulu. Uma isikhangiso sakho sokuqala sithola ukuchofoza okuningi, khona-ke kuwuphawu oluhle. Kodwa iqembu lesibili lesikhangiso linezinga eliphansi lokuchofoza. Uzofuna ukwehlisa ibhidi yakho uma ulindele ukubona i-CTR ephezulu kakhulu esuka kwelinye iqembu lesikhangiso. Ngale ndlela, ungahlola umthelela wezikhangiso zakho ekuguquleni kwakho.

Enye indlela yokuhlukanisa izikhangiso ze-Facebook ngokuhlela umkhankaso wakho osuvele ukhona. Ukwenza lokhu, hlela amasethi ezikhangiso zakho bese ukhetha inkinobho yokuhlukanisa. I-Facebook izodala ngokuzenzakalelayo isethi yesikhangiso esisha nezinguquko bese ibuyisela esokuqala. Ukuhlolwa kokuhlukanisa kuzosebenza uze uhlele ukuthi kume. Uma ukuhlolwa kwakho kokuhlukaniswa kuphumelele, kufanele uqhubeke nomkhankaso ngemiphumela yokuhlolwa kwakho. Ungase ufune ukuhlukanisa izikhangiso zibe imikhankaso emibili noma emithathu ehlukene.

I-ROI

Ukukhangisa kwenjini yokusesha kuyindlela engabizi kakhulu yokufinyelela amathemba alungile ngesikhathi esifanele. Iphinde inikeze ukulandelela okwengeziwe, okukuvumela ukuthi unqume ukuthi yiziphi izikhangiso noma amagama okusesha aholele ekuthengisweni. Nokho, abathengisi kumele bazi ukuthi bangayandisa kanjani i-ROI ngokukhetha amagama angukhiye alungile, ukwaba isabelomali esifanele kanye namasu okulungisa njengoba kudingeka. Lesi sihloko sixoxa ngezinto ezibalulekile okufanele uzikhumbule ukuze ukwandise i-ROI nge-Adwords. Qhubeka ufunde ukuze ufunde kabanzi.

Lapho ubala i-ROI ye-Adwords, kubalulekile ukukhumbula ukuthi ukuchofoza kwewebhusayithi akuhumushi ngaso sonke isikhathi ekuthengisweni. Uzodinga ukulandelela ukuguqulwa ukuze ubale i-ROI ye-Adwords. Lokhu kungenziwa ngokusebenzisa izingcingo zezingcingo, kanye nokulandelela kuze kube yilapho isivakashi sifika ekugcineni “Ngiyabonga” ikhasi. Njenganoma yimuphi umkhankaso wokumaketha, i-ROI izoncika ekutheni zingaki izivakashi ezihanjiswa izikhangiso zakho kuwebhusayithi yakho. Ukwenza lokhu, kufanele ukhethe amagama angukhiye ngenhloso yokuthenga.

Ukuze uthuthukise i-ROI yakho ye-Adwords, cabanga ukwengeza izandiso ezikhangisweni zakho. Ukusebenzisa izandiso zekhasi lokubikezela kuzokusiza ukuthi uhehe izivakashi eziqondiswe kakhulu. Ngaphezu kwesandiso segama elingukhiye, ungasebenzisa futhi ama-callout noma izandiso zendawo. Lokhu kwengeza inkinobho yokushaya bukhoma kuwebhusayithi yakho. Ungakwazi futhi ukusebenzisa izibuyekezo nezixhumanisi zesayithi ukuze uqondise abantu emakhasini ahlobene. Kufanele uhlole izinketho ezahlukene ngaphambi kokulungisa ezifanele. Uma ufuna ukukhulisa i-ROI, qiniseka ukuhlola konke.

I-Google Analytics ikuvumela ukuthi umake ngokuzenzakalelayo imikhankaso ye-Adwords ngokumaka okuzenzakalelayo. Imibiko izokubonisa i-ROI yemikhankaso ye-Adwords. Kufanele futhi ungenise idatha yakho yezindleko kusuka ezinsizeni zokumaketha ezikhokhelwayo ku-Google Analytics ukuze ugade ukusebenza kwazo. Ukwenza lokhu kuzokusiza ukuthi uqaphe izindleko zakho zokukhangisa, imali engenayo kanye ne-ROI. Lolu lwazi luzokuvumela ukuthi wenze izinqumo ezingcono zokuthi ungayitshala kuphi imali yakho. Futhi lokhu kuyisiqalo nje. Ungakwazi ukulandelela kalula i-ROI ye-Adwords ngokulandela le mihlahlandlela.

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 ngokuchofoza ngakunye

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.

Amagama angukhiye angalungile

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

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.

Izindleko ngokutholwayo ngakunye

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.

Ungasebenzisa i-Google Adwords ukukhangisa iwebhusayithi yakho. Inqubo ilula kakhulu: udinga ukudala i-akhawunti, khetha amagama angukhiye ambalwa ahambisanayo, bese uqala ukubabiza. Nansi indlela yokuthuthukisa izinga lokuchofoza bese uqala ukukhangisa iwebhusayithi yakho! Sethemba ukuthi lesi sihloko sizokusiza ukuthi uqalise nge-Adwords. Uma kungenjalo, ungafunda kabanzi mayelana nezisekelo zokukhangisa ku-Google kulesi sihloko. Kuze kube ngokuzayo, ukubhida okujabulisayo!

Ukukhangisa ku-Google

Ungakhangisa ohlelweni lwe-Google Adwords ngokubhida amagama angukhiye ahlobene nebhizinisi lakho. Isikhangiso sakho sizovela uma okungenzeka amakhasimende asesha ku-Google amagama angukhiye ofisa ukuwakhomba. I-Google izonquma ukuthi yiziphi izikhangiso ezivela ekhasini layo lemiphumela yosesho, futhi ibhidi yakho iphezulu, isikhangiso sakho sizobekwa phezulu. Okubalulekile ukubamba abangaba amakhasimende’ amehlo futhi abakholise ukuthi bachofoze esikhangisweni sakho. Okubhalwe ngezansi amathiphu okwenza isikhangiso sakho siphumelele kakhulu.

Izikhangiso ku-Google zingasebenza kakhulu uma umkhiqizo noma isevisi yakho ihambisana namakhasimende’ izidingo. Lolu hlobo lokukhangisa lungaqondiswa kakhulu izethameli zakho ngendawo, iminyaka yobudala, kanye namagama angukhiye. I-Google iphinde inikeze izikhangiso ezihlosiwe kuye ngesikhathi sosuku. Amabhizinisi amaningi asebenzisa izikhangiso zawo phakathi nezinsuku kuphela, kusuka 8 AM kuye 5 PM. Abazenzi izikhangiso ngezimpelasonto, kodwa phakathi nezinsuku, ungakhomba isikhangiso sakho kubantu abangaba amakhasimende ngokususelwe ekutheni baku-inthanethi nini.

Uma usebenzisa i-Google Adwords, kunezinhlobo ezimbili eziyisisekelo zezikhangiso. Uhlobo lokuqala luthi Sesha, okubonisa isikhangiso sakho noma nini lapho othile asesha umkhiqizo noma isevisi yakho. Izikhangiso zokubonisa ngokuvamile zibiza kancane, kodwa aziqondiswe embuzweni njengezikhangiso zosesho. Amagama angukhiye amagama okusesha abantu abawathayiphayo ku-Google ukuze bathole umkhiqizo noma isevisi. Ezimweni eziningi, I-Google izokuvumela ukuthi usebenzise amagama angukhiye afika kwayishumi nanhlanu, kodwa ungakwazi njalo ukwandisa inombolo kamuva.

Okwebhizinisi elincane, ukukhangisa ngokuchofoza ngakunye kungaba yisixazululo esihle kakhulu. Ngoba kufanele ukhokhele ngokuchofoza ngakunye kuphela, ukukhangisa ngokuchofoza ngakunye kungabiza, kodwa abakhangisi abahlakaniphile bakha imikhankaso yabo ukuze bahehe ithrafikhi efanelekayo kuwebhusayithi yabo. Lokhu ekugcineni kuzokwandisa ukuthengisa kwabo. Futhi uma ibhizinisi lakho lisanda kuqala, le ndlela kuwufanele ukuhlola. Kodwa khumbula ukuthi izingqinamba azikuvuneli uma kukhulunywa ngosesho lwe-organic (I-SEO).

Ukubhida ngamagama angukhiye

Uma uqala ukubhida ngamagama angukhiye ku-Adwords, kufanele unake i-CTR yakho (chofoza isilinganiso) umbiko. Lo mbiko uzokusiza ukuthi uhlole imibono emisha futhi ulungise ibhidi yakho ngokufanele. Ngaphezu kwalokho, udinga ukuqapha isu lakho njalo. Ukukhangisa kokusesha kushintsha ngokushesha, futhi udinga ukuhambisana nezitayela zakamuva. Funda kabanzi ngalesi sihloko, noma uqashe uchwepheshe ozophatha imikhankaso yakho. Nawa amanye amathiphu okukhulisa ibhajethi yakho.

Okokuqala, nquma isabelomali okhululekile ukusichitha ezikhangisweni zakho. Khumbula ukuthi abantu abaningi ababheki badlule emiphumeleni yokuqala embalwa kusesho lwe-Google, ngakho-ke kubalulekile ukuvela phezulu kwe-SERPs. Inani olibhidayo egameni elingukhiye ngalinye lizonquma ukuthi uchitha malini lilonke nokuthi uzovela kahle kangakanani ekhasini lokuqala. Ngegama elingukhiye ngalinye, I-Google iyifaka endalini enomthengi ophakeme kakhulu.

Ungasebenzisa futhi amagama angukhiye aphikisayo ukuze ukhawulele amabhidi akho oseshweni olungabalulekile. Amagama angukhiye angalungile ayingxenye yokukhomba okungekuhle futhi angakuvimbela ekubhideni amagama angukhiye angahambisani nebhizinisi lakho. Ngale ndlela, izikhangiso zakho zizovela kuphela emibuzweni yosesho efaka amagama angukhiye aphikisayo. Lapho igama elingukhiye lingemuhle kakhulu, ibhidi yakho izoba ngaphansi. Ungakwazi ngisho nokukhetha amagama angukhiye angalungile eqenjini lakho lesikhangiso ukuze uwasuse emkhankasweni wakho.

Lapho ubhida ngamagama angukhiye, cabangela isikolo sakho sekhwalithi. I-Google ibheka izici ezintathu lapho ihlola okuqukethwe kwesikhangiso nokufaneleka. Isikolo sekhwalithi ephezulu siwuphawu lokuhambisana kwewebhusayithi. Okuqukethwe kwakho nakho kungenzeka kukhiqize ithrafikhi ebalulekile, ngakho-ke cabanga ukulungisa ibhidi yakho ngokufanele. Ngemuva kokuthi izikhangiso zakho sezibukhoma, uzothola idatha mayelana nokusebenza komkhankaso wakho futhi ulungise ibhidi yakho ngokufanele.

Ukudala izikhangiso

Kunezinto ezimbalwa okufanele uzikhumbule lapho udala izikhangiso ku-Adwords. Kokunye, kumele wazi ukwakheka komsamo, futhi usebenzise amathuluzi we-SEO afana ne-Keyword Planner kanye ne-enaka ye-Google ukuze uthole amagama angukhiye afanelekile. Bese, bhala okuqukethwe kwesikhangiso sakho futhi ulungiselele isikhangiso ukuze uthole ukuchofoza okuphezulu kakhulu ngezinga. Bese, yishicilele kuwebhusayithi ye-Google ukuze uthole inani eliphezulu lokubuka nokuchofoza.

Uma isikhangiso sakho sesidaliwe, kufanele uyihlolele amaphutha ohlelo lolimi nesipelingi. U-Google ubonisa izikhangiso zakho ngenye indlela, ngakho-ke kubalulekile ukubona ukuthi iyiphi eyenza kahle kakhulu. Uma usunomnqobi, inselelo yokuyithuthukisa. Uma unenkinga yokubhala isikhangiso sakho, ungabheka nokuthi izimbangi zakho zenzani. Khumbula ukuthi akulindelekile ukuthi usungule isondo – asikho isidingo sokubhala isikhangiso uma ungathola okuthile osekuvele kukhona okusebenzayo!

Uma udala izikhangiso ze-Adwords, kubalulekile ukukhumbula ukuthi isikhangiso ngasinye sizolahleka olwandle lokuqukethwe. Ithuba lokuthatha indawo ngayinye mancane kakhulu. Ngakho-ke, kubalulekile ukwazi imigomo yokugcina yamakhasimende akho ngaphambi kokudala izikhangiso zakho. Ngokwesibonelo, uma ibhizinisi lakho ligxile emithini yezinduna, ungafuna ukukhomba abasebenzisi abafuna umuthi wezinduna. Ukusebenzisa le migomo yokugcina kuzosiza izikhangiso zakho zigqame emqhudelwaneni.

Ukuthuthukisa izinga lokuchofoza

Ukuthuthukisa izinga lokuchofoza kubalulekile ekwandiseni imbuyiselo yakho ekusetshenzisweni kwezikhangiso. Amazinga okuchofoza avame ukuthonywa izinga lesikhangiso, okubhekisela endaweni yesikhangiso emiphumeleni yosesho ekhokhelwayo. Inani eliphakeme kakhulu lama-CTR, okungcono, njengoba kuwukubonakaliswa okuqondile kwekhwalithi yezikhangiso zakho. Ngenjwayelo, ukuthuthukisa i-CTR kungathuthukisa ukuguqulwa nokuthengisa ngesikhathi esisheshayo ngangokunokwenzeka. Okokuqala, hlola izinga lesikhangiso sakho uma uqhathanisa nalabo oqhudelana nabo embonini yakho.

Ukwandisa i-CTR yakho, khomba amagama angukhiye izethameli zakho eziwasebenzisela ukuthola iwebhusayithi yakho. I-Google Analytics ne-Search Console angamathuluzi amahle kakhulu alokhu. Qiniseka ukuthi amagama akho angukhiye aku-url yesikhangiso, esiza izivakashi zinqume ukuthi zizochofoza kuphi. Ukusebenzisa ikhophi yesikhangiso ephoqelelayo nakho kubalulekile. Yazi okuthandwa yizithameli zakho futhi usebenzise lolu lwazi ukuze udale ikhophi yesikhangiso ezobaheha ukuthi bathathe isinyathelo.

Uma ususungule izethameli zakho ozihlosile, zama ukuhlukanisa imikhankaso yezikhangiso zakho. Lokhu kuzokuvumela ukuthi uqondise kangcono imizamo yakho yokukhangisa futhi wandise i-CTR. Isici esitholakala kuwebhusayithi ye-Google okuthiwa “Abasebenzisi Baphinde Babuze” ingakusiza ukuthi uqondise izethameli ezithile ngokuzinikeza iziphakamiso ezifanele. Amazinga okuchofoza asetshenziselwa ukukala ukusebenza kahle komkhankaso wakho wokumaketha wedijithali. I-CTR ephansi ingaba inkomba yenkinga ngomkhankaso wesikhangiso, noma kungenzeka ukuthi izikhangiso zakho aziveli lapho abathengi abafanelekile basesha.

Uma isikhangiso sakho esisuselwe ekusesheni sihluleka ukuheha i-CTR ephezulu, ulahlekelwe yithuba elikhulu. Isikhathi sokuthatha isinyathelo esilandelayo. Thatha imayela elingeziwe ukuze uthuthukise i-CTR yakho nekhwalithi yesikolo. Zama ukusebenzisa ukuncenga ngezinto ezibonakalayo ukuze ukhuphule izinga lokuchofoza. Ukusebenzisa amasu afana nokujova, ungakholisa izethameli zakho ukuthi zibone ukukhanya ekupheleni komhubhe. Umgomo wokugcina wokunxenxa ukubaqondisa esinqumweni noma ekubizweni esenzweni.

Ithagetha kabusha

Ukuqondisa kabusha nge-Adwords kuyithuluzi elinamandla lokufinyelela amakhasimende amasha. I-Google inemithetho eqinile mayelana nokuqoqa ulwazi lomuntu siqu kubasebenzisi bayo, kuhlanganise nezinombolo zocingo, amakheli e-imeyili, kanye nezinombolo zekhadi lesikweletu. Imikhankaso yokumaketha kabusha ingenziwa ekhasini eliyisiqalo le-Google, izinhlelo zokusebenza zeselula, kanye nezinkundla zokuxhumana. Ithuluzi le-Google lokuqondisa kabusha lingasiza amabhizinisi ukuthi afinyelele abangaba amakhasimende ngokusebenzisa izinkundla eziningi. Indlela engcono kakhulu yokuqalisa iwukubuyekeza amasu alandelayo.

Ukuqondisa kabusha nge-Adwords kungasetshenziswa ukukhomba amakhasimende athile avakashele ikhasi elithile kuwebhusayithi yakho. Ungakha isikhangiso esivamile esikhuthaza abangaba amakhasimende ukuthi baphequlule isayithi lakho, noma ungakha isikhangiso esikhomba kabusha esibonisa izikhangiso kubantu abavakashele isayithi lakho ngaphambilini. Umgomo uwukubamba ukunaka kwabantu abavakashele isayithi lakho ngesikhathi esithile, noma bengathenganga lutho.

Ukuphinda uqondise nge-Adwords kungakhomba izivakashi ezithile ngokwakha izethameli ngokwezifiso ezifana nezibalo zabantu zesivakashi sewebhusayithi ethile.. Izithameli ozidalayo zizobona kuphela izikhangiso ezihambisana nezinto azithakaselayo kanye nezibalo zabantu. Ukuze kuzuzwe imiphumela engcono kakhulu, kufanele uhlukanise izivakashi zewebhusayithi yakho zibe amaqembu ahlukene, usebenzisa izibalo zabantu ukuze uqondise imizamo yakho yokumaketha kabusha. Uma umusha emhlabeni wokukhangisa, qala nge-Google Adwords.

Ukubuyisela kabusha nge-Adwords kusebenza ngokubeka ucezu oluncane lwekhodi kuwebhusayithi yakho. Le khodi, eyaziwa nangokuthi iphikseli, izohlala ingabonwa abavakashi besayithi. Ibese isebenzisa amakhukhi esiphequluli angaziwa ukulandela izethameli zakho kuwebhu yonkana. Le khodi izokwazisa Izikhangiso ze-Google ukuthi ungazibonisa nini izikhangiso kubantu abavakashele isayithi lakho. Kuyindlela ephumelela kakhulu yokufinyelela amakhasimende angaba khona. Le ndlela iyashesha futhi iyathengeka, futhi ingaveza imiphumela emikhulu.

Ngaphambi kokuthi uqale ukukhangisa ku-Google, kufanele wazi ukuthi yini ozifaka kuyo. Nazi izinto ezimbalwa okufanele uzikhumbule: Izinhlobo zokufanisa, Izikolo zekhwalithi, Izindleko, kanye ne-Retargeting. Uma usuziqondisile lezi zinto, uzokwazi ukuhlela umkhankaso we-Adwords osebenza kahle kakhulu. Futhi uma usukwazi konke lokhu, usukulungele ukuqala! Nokho, ngaphambi kokwenza lokho, kufanele wenze ucwaningo ngamagama akho angukhiye.

Izindleko

Kunezici eziningi ezinquma ukuthi yimalini okufanele uyisebenzise ku-Adwords. Ngokwesibonelo, iyini izindleko ezimaphakathi ngokuchofoza ngakunye? Izindleko zezimpahla ezithengiswayo (I-COGS) kuhlanganisa ukukhiqiza kanye nezindleko zezikhangiso. Kuzodingeka unqume ukuthi ingakanani imali oyisebenzisile ekukhangiseni ukuze uthole imbuyiselo ekutshaleni kwakho. Bese ungaqhathanisa lezo zindleko nemali yakho engenayo evela emikhankasweni ye-AdWords futhi unqume ukuthi yimaphi amagama angukhiye anenzuzo kakhulu.

Izindleko ngokuchofoza ngakunye (CPC) ihlukahluka kakhulu ngokusekelwe kumagama angukhiye kanye nezimboni. Ama-CPC ajwayelekile akhona $2.32 kunethiwekhi yokusesha kanye $0.58 kunethiwekhi yesibonisi. Ukuze uthole ulwazi olwengeziwe, bona lesi sihloko semethrikhi ye-AdWords. Enye indlela yokunciphisa i-CPC yakho ukukhomba amagama angukhiye nge-Quality Quality Score. Amagama angukhiye e-High Quality Score azuza ukubekwa okungcono ekhasini, ukongela imali nokuqinisekisa ukuthi izikhangiso zakho zivela emakhasini alungile.

Ungalungisa ibhidi yakho yegama elingukhiye elithize uma wazi ukuthi yimaphi asebenza kangcono. Ngokuphambene, unganciphisa ibhidi yakho kumagama angukhiye angakhiqizi imiphumela. Khumbula ukuthi amanye amagama angukhiye abiza kakhulu kunamanye, futhi kufanele uhlale uqapha futhi ulungise amabhidi akho ngokufanele. Njengomnikazi webhizinisi, kufanele uqaphele izinguquko kumanani e-Adwords futhi ulungele ukuzivumelanisa nezimo ngokufanele. Uma usufundile ukuthi yimaphi amagama angukhiye asebenza kahle kuwebhusayithi yakho, ungakwazi ukukhulisa imali yakho engenayo futhi usike ama-CPC akho ukuze uthole i-ROI ehamba phambili.

Umkhankaso we-CPC uyindlela esetshenziswa kakhulu. Yindlela ejwayeleke kakhulu futhi ibiza ngaphansi kwamasenti ayikhulu ngokuchofoza ngakunye. Nokho, izindleko zokuchofoza ngakunye zihlukile ezindlekweni zokuvelayo. Uma ufuna ukwazi izindleko zomkhankaso wakho wokukhangisa, ungasebenzisa umhleli wegama elingukhiye ukuze uthole isilinganiso sezindleko zakho ngokuchofoza ngakunye. Ngale ndlela, uzokwazi kahle ukuthi uzokhokha malini ngokuchofoza ngakunye nokuthi kungakanani okuvelayo okutholayo.

Izinhlobo zokufanisa

Uma ufuna ukwandisa inani lokuguqulwa futhi usebenzise imali encane ezikhangisweni zakho, kufanele uhlukanise amagama akho angukhiye abe izinhlobo ezahlukene zokufanisa. Ku-Adwords, lokhu kwenziwa ngokuhlukanisa izikhangiso ngokwezinhlobo zokufanisa. Ngokukhetha izinhlobo ezifanele zomdlalo, uzokwazi ukufinyelela izethameli zakho ozihlosile futhi ugweme ukuchitha imali ngokuchofoza okungabalulekile. Ngalokhu, kufanele usebenzise ithuluzi lamagama angukhiye lamahhala ukuze unqume izethameli zakho ozihlosile bese uhlukanisa izikhangiso zakho ngokufanele.

I-Exact Match yiyona eqondiswe kakhulu kuwo wonke amagama angukhiye afanayo, futhi idinga ukuthi igama elingukhiye libe ncamashi. Nokho, ungakwazi ukwengeza imigomo eyengeziwe embuzweni wakho uma kudingeka. I-Exact Match iyinketho engcono kakhulu yabakhangisi abafuna ukushayela ukuguqulwa ngokubonisa kuphela izikhangiso ezihambisana namagama angukhiye abawaqondisayo.. Okufanayo ngqo nakho kunezinga eliphezulu lokuchofoza. Nokho, kubalulekile ukuqonda ukuthi ukusebenzisa okufanayo kungase kungabi yisinqumo esingcono kakhulu sawo wonke amabhizinisi.

Uma ufuna ukukhomba amagama athile, emva kwalokho ungasebenzisa amagama angukhiye ashintshiwe ngokubanzi. Lokhu kuqondile ukukusebenzisa futhi utshele i-Google ukuthi ibonise izikhangiso zakho zamagama athile noma imishwana. Amagama angukhiye angaba nganoma iyiphi indlela. Ungafaka la magama usebenzisa uphawu lokuhlanganisa (+) ngaphambi kwegama elingukhiye ngalinye. Ifomethi yegama elingukhiye eguquliwe kabanzi ingasetshenziselwa imishwana futhi. I-Full Media igxile emikhankasweni ye-AdWords PPC yezinkampani ezincane neziphakathi nendawo.

Okufanayo okubanzi nokuqondile yizinhlobo zomdlalo ezidume kakhulu, kodwa kukhona futhi izinhlobonhlobo eziseduze. Uhlobo olubanzi lokufanisa luhlanganisa konke okungase kupelwe kahle kwegama elingukhiye kuyilapho uhlobo oluqondile lukuvumela ukuthi uqondise ukusesha okubanzi okuhlobene. Ungaphinda ukhiphe okuhlukile ngokungeza amagama angukhiye aphikisayo. Nokho, lokhu akuwona umkhuba omuhle njengoba kunganciphisa inani lokuchofoza. Uhlobo olubanzi lokufanisa luyinketho engcono kakhulu yabakhangisi abafuna ukukhomba imigomo ethile.

Ithagetha kabusha

Ukubuyisela kabusha kuwuhlobo lokukhangisa ku-inthanethi oluvumela abakhangisi ukuthi babonise izikhangiso ezihlosiwe ezivakashini ezedlule zewebhusayithi.. Isu lokumaketha kabusha lisebenza ngokubeka ikhodi yokulandelela ekhasini lewebhu futhi unike amandla izikhangiso ukuthi ziboniswe isivakashi esidlule.. Imiphumela yalolu hlobo lokumaketha kabusha ibalulekile. Kuboniswe ukuthi kwenyusa ukuthengisa ngokufika 70% lapho abantu abavakashele iwebhusayithi ngaphandle kokuthenga noma yini bethenga ngomkhankaso wokumaketha kabusha.

Uma iwebhusayithi yakho ingalungiselelwanga ukukhonjwa kabusha, ungase ungakwazi ukubona imiphumela. Uma umkhankaso wakho wokumaketha kabusha ungasebenzi, kungase kudingeke ukuthi uthathe iseluleko senkampani yokuphatha ye-Google Adwords. Bazokusiza ukuthi usethe umkhankaso wokukhomba kabusha ngendlela efanele. Izilungiselelo ezifanele zizokwenza umehluko omkhulu ekusebenzeni. Uma usunezilungiselelo ezifanele, ungasebenzisa ukuphinda ukhombe ukukhomba abathengi kuwo wonke amanethiwekhi omphakathi ahlukene.

Ukuze uhlele izikhangiso ezikhonjwa kabusha, kufanele uqale usethe i-Google Analytics. Ikhodi yokukhomba kabusha izolandelela amakhukhi, okungamafayela amancane agcinwe ngokuzenzakalelayo esipheqululini somsebenzisi. Izikhangiso ze-Google zizokwaziswa ukuze zibonise izikhangiso kusivakashi sesayithi elithile ngokusekelwe kumlando waso wangaphambili wokuphequlula. Ukukhomba kabusha nge-Adwords kungaba yindlela enhle yokuthuthukisa isu lakho lokumaketha ku-inthanethi.

Ukuphinda ukhombe nge-Adwords kungasebenza kahle eziteshini zezokuxhumana, ikakhulukazi Facebook. Kungaba futhi indlela ephumelelayo yokwakha okulandelayo kwe-Twitter. Khumbula, phezu 75% yabasebenzisi abaku-Twitter bakumadivayisi eselula. Izikhangiso zakho kufanele zihambisane neselula ukuze wandise amathuba akho okudonsa ukunaka kwezithameli zakho. Ukukhomba kabusha nge-Adwords kungakusiza uguqule laba basebenzisi babe amakhasimende. Ngakho, qala kabusha nge-Adwords ukuze ukhulise imali yakho engenayo.

Izikolo zekhwalithi

Ziningi izindlela zokwenza ngcono i-Quality Score yakho ku-Google Adwords. Nakuba kungekho sixazululo esisodwa somlingo, ziningi izindlela zokuthuthukisa isikolo sakho. Isinyathelo sokuqala ukungena ku-akhawunti yakho bese uzulazula uye kuphaneli yokubonisa igama elingukhiye. Lapho, ungabona izikolo zekhwalithi zamaqembu akho ezikhangiso asebenzayo. Bese, ungaqala ukwenza izinguquko ukuze uthuthukise isikolo sakho. Ngemva kwamasonto ambalwa, kufanele uqaphele umehluko omkhulu.

Umphumela Wekhwalithi wesikhangiso sakho ubalwa ngokucabangela izici ezintathu: ukuhlobana, ubuciko besikhangiso, kanye nolwazi lwekhasi lokufika. Ngisho nalapho usebenzisa amagama angukhiye afanayo, Ikhwalithi Yezikolo izohluka phakathi kwamaqembu ezikhangiso. Ngokwesibonelo, uma ungumnikazi webhizinisi eliqashisayo lendlu eqashisayo, ungasebenzisa igama elingukhiye “izinqaba jumper” ukukhomba amakhasimende angaba khona asesha izindlu ezibhampayo. Lokho kuzothuthukisa Umphumela Wekhwalithi yakho uma izikhangiso zakho zihambisana futhi zikhanga abasebenzisi bawo wonke amadivayisi.

Kufanele futhi wazi ukuthi Ikhwalithi Yekhwalithi yeqembu elithile lesikhangiso incike kwikhwalithi yegama elingukhiye. Lesi sici singathonya izindleko zakho ngokuchofoza ngakunye (CPC) nezinga lokuchofoza (I-CTR). Izikhangiso ze-Google ziphinde ziveze ikhwalithi yeqembu lesikhangiso. Ngakho, uma iqembu lamagama angukhiye linekhwalithi ephezulu, cishe izokleliswa kahle emiphumeleni yosesho lwe-Google. Uma uhlela ukwenza umkhankaso wesikhangiso wegama elingukhiye elithile, izoba nekhwalithi engcono kakhulu kunaleyo uma usebenzisa igama elijwayelekile.

Uma uhlaziya umkhankaso wakho wesikhangiso, qaphela kakhulu i-CTR. I-CTR ephezulu iwuphawu oluhle. Izikhangiso ezine-CTR ephezulu zizothola ukuchofoza okwengeziwe, kanjalo ukwandisa i-CPC yakho. Nokho, khumbula ukuthi i-CTR izothintwa ezinye izici njengendawo yendawo. Ngaphezu kwalokho, udinga ukwenza isiqiniseko sokuthi amagama akho angukhiye afana nekhophi yesikhangiso sakho kanye nekhasi lokubikezela. Ukwandisa i-CTR yakho kungasiza i-Quality Score yakho, kodwa futhi kuzokwandisa izindleko zakho ngokuchofoza ngakunye (CPC).

Ucwaningo lwamagama angukhiye

Ucwaningo lwamagama angukhiye luyinqubo yokuhlonza amagama angukhiye alungile ewebhusayithi yakho noma umkhankaso wokukhangisa. Kunezindlela eziningi zokwenza ucwaningo lwamagama angukhiye. Umgomo oyinhloko ukuthatha umbono nokukhomba amagama angukhiye anamandla okukhiqiza ithrafikhi. Amagama angukhiye alinganiswa ngevelu nethuba lokuzuza ithrafikhi. Ucwaningo lwamagama angukhiye lukusiza ukuthi udale okuqukethwe okufanele kanye namasu okukhangisa ukuze uhehe abangaba amakhasimende. Ukuqala, sebenzisa ithuluzi legama elingukhiye le-Google ukuze uthole ukuthi yimaphi amagama angukhiye adumile.

Nakuba kungathatha isikhathi nomzamo, ucwaningo lwamagama angukhiye lubalulekile empumelelweni yomkhankaso wakho we-AdWords. Ngaphandle kocwaningo lwegama elingukhiye olufanele, umkhankaso wakho ungahluleka noma ubize ukuthengisa. Uhlu ngezansi amanye amathiphu ukuze uqale:

Sebenzisa i-Google Keyword Planner. Leli thuluzi likukhombisa ivolumu yokusesha ngenyanga. Ngokwesibonelo, uma ufuna ukuheha ithrafikhi ngesikhathi sasehlobo, kufanele uqondise amagama angukhiye aseshwa kakhulu kule sizini. Futhi, cabanga ukukhawulela usesho lwakho esikhathini esithile, njengaphakathi kukaMeyi no-Agasti. Uma usuwazi ukuthi yimaphi amagama angukhiye anenzuzo, ungasebenzisa ithuluzi le-AdWords ukuze uthole amagama angukhiye ahlobene. Leli thuluzi lizokhiqiza amakhulukhulu wamagama angukhiye ahlobene ngokususelwe kuzithiyo zegama lakho elingukhiye.

Lapho ukhetha amagama angukhiye, nquma inhloso yewebhusayithi yakho. Yenza ucwaningo lwakho ukuze uthole izethameli ozihlosile kanye nenhloso yokusesha yemakethe yakho ohlosiwe. Ungase futhi uthande ukucabangela ukuthi iwebhusayithi yakho ihlobene kanjani nalawa magama angukhiye. Ingabe ikhona imikhiqizo noma amasevisi anemigomo efanayo? Ingabe banayo imiqulu yokusesha ephezulu? Abantu bafunani uma befuna umkhiqizo noma isevisi ethile? Umthamo wokusesha ophezulu uwuphawu oluhle. Uma kungenjalo, zama ukuthola igama elingukhiye le-niche elithe xaxa ozoliqondisa.

Kunezindlela ezintathu zokusebenzisa i-Adwords yebhizinisi lakho le-SaaS. Lezi zindlela zibizwa ngokuthi Izindleko ngokuchofoza ngakunye (CPC) ukukhangisa, Ucwaningo lwamagama angukhiye, kanye nokubhida. Uma ufuna ukubona imiphumela esheshayo, kufanele uqiniseke ukuthi ukhokhela ithrafikhi yekhwalithi. Ukusebenzisa le ndlela kuzoqinisekisa ukuthi ukhokhela ukuchofoza okuzoguqulwa kube imikhondo. Ukuze uqalise, kufanele uqoqe ulwazi oluningi ngangokunokwenzeka. Lesi sihloko sizochaza ukubaluleka kocwaningo lwegama elingukhiye kanye nendlela yokukhulisa ibhidi yakho.

Izindleko ngokuchofoza ngakunye (CPC) ukukhangisa

Izindleko ngokuchofoza ngakunye noma i-CPC inani elikhokhelwa abakhangisi isikhathi ngasinye lapho othile echofoza esikhangisweni sakhe. Ama-CPC avame ukuba phezulu ezimbonini ezinezinga eliphezulu lokuguqulwa kanye nabakhangisi abaqhudelanayo. Yize zikhona izindlela zokwehlisa i-CPC yakho, ayikho indlela eqinisekile yokuwanciphisa ngokuphelele. Nazi ezinye izinto okufanele uzikhumbule lapho ulungiselela ama-CPC akho. Okokuqala, cabanga ukuthi isayithi lakho lihambisana kangakanani nemakethe yakho ohlosiwe. Uma iwebhusayithi yakho ingahambisani nezithameli zakho ezihlosiwe, i-CPC yakho ingaba phezulu kakhulu.

Okwesibili, qonda umehluko phakathi kwesilinganiso esiphansi kanye nezindleko ezisekelwe kubhidi ngokuchofoza ngakunye. I-CPC yezinga eliphansi kulula ukuyilandelela kune-CPC esekelwe kubhidi. Ama-CPC asuselwa kubhidi ayabiza kancane, kodwa basahlosiwe kancane. Ngaphezu kwalokho, abakhangisi kufanele bacabangele inani elingaba khona lokuchofoza emthonjeni othile. I-CPC ephezulu ingase ingahumusheli emgudwini wemali engenayo ephezulu.

Ama-invoyisi e-CPC nawo anengozi yokusetshenziswa kabi. Abasebenzisi bangachofoza izikhangiso ngephutha. Lokhu kungabiza umkhangisi inani elikhulu lemali. Nokho, I-Google izama ukukhawulela ukusetshenziswa kabi ngokungakhokhisi ngokuchofoza okungavumelekile. Nakuba kungenakwenzeka ukulawula konke ukuchofoza, ungakwazi ukuxoxisana ngenani eliphansi. Inqobo nje uma uzimisele ukusayina inkontileka yesikhathi eside nomshicileli, ungavame ukuxoxisana ngezinga eliphansi.

Emhlabeni wokukhangisa okukhokhelwayo, izindleko zokumaketha ziyisici esibalulekile. Ngezindleko ezifanele ngokuchofoza ngakunye, ungakwazi ukwandisa imbuyiselo yakho ekuchithweni kokukhangisa. Izikhangiso ze-CPC ziyithuluzi elinamandla lamabhizinisi amaningi, ngakho ukuqonda ukuthi ukhokha malini ngokuchofoza ngakunye kungathuthukisa ukumaketha kwakho. Futhi inqobo nje uma wazi ukuthi izethameli zakho zifunani, izokusebenzela. Kungakho kubaluleke kakhulu ukuthi wazi i-CPC yakho.

Ucwaningo lwamagama angukhiye

Ukuthuthukisa injini yokusesha (I-SEO) ubuciko bokukhetha amagama angukhiye alungile nezihloko zokuqukethwe ukuze ukale kuma-SERP. Lapho kwenziwa ngendlela efanele, ucwaningo olufanele lwegama elingukhiye lusiza ukukhulisa ithrafikhi yezinto eziphilayo kanye nokuqwashisa ngomkhiqizo. Ucwaningo lwamagama angukhiye luyinqubo ehlukile esetshenziswa abamakethi ukukhomba ukuthi yimiphi imishwana namagama abasebenzisi okungenzeka bawaseshe. Uma usunamagama angukhiye alungile, ungakwazi ukubeka phambili isu lakho futhi udale okuqukethwe okuqondiswe kulaba basebenzisi. Ucwaningo lwamagama angukhiye lusiza ukuthuthukisa izinga lesayithi lakho ezinjinini zokusesha, okuzophinde kushayele ithrafikhi eqondisiwe.

Ngaphambi kokuqala umkhankaso, ucwaningo lwegama elingukhiye lubalulekile. Ngokuhlonza amagama angukhiye anenzuzo kanye nenhloso yokusesha, ungahlela imikhankaso yesikhangiso engcono kakhulu. Ngenkathi ukhetha amagama angukhiye namaqembu ezikhangiso, cabangela imigomo yakho kanye nesabelomali sakho. Unganciphisa ukugxila kwakho futhi wonge imali ngokukhomba amagama angukhiye afanelekile kuphela. Khumbula, ufuna ukwenza okuvelayo okuhlala njalo kubantu abafuna umkhiqizo noma isevisi yakho. Kungcono ukusebenzisa amagama angukhiye angaphezu kwelilodwa, nakuba.

Ziningi izindlela zokwenza ucwaningo lwamagama angukhiye. Umgomo oyinhloko ukuthatha umbono nokukhomba amagama angukhiye angaba khona kakhulu. Lawa magama angukhiye abalwa ngokulandelana kwevelu yawo namandla okukhiqiza ithrafikhi. Uma usukwenzile lokhu, ungadlulela esinyathelweni esilandelayo – ukubhala okuqukethwe okunikeza inani ezivakashini. Kufanele ngaso sonke isikhathi ubhale ngendlela ongathanda ukubhalwa ngayo. Ngemva kwakho konke, izethameli zakho ozihlosile kungenzeka zibe nemibuzo efanayo naleyo okhuluma ngayo.

Ngenkathi ucwaningo lwamagama angukhiye lwe-Adwords luyingxenye ebalulekile yanoma yiliphi isu lokumaketha, futhi kuyisici esibalulekile somkhankaso oyimpumelelo. Uma ucwaningo lwakho lungenziwanga ngendlela efanele, uzogcina usebenzisa imali eningi ku-PPC futhi uphuthelwe ukuthengisa. Kepha kubalulekile futhi ukukhumbula ukuthi ucwaningo lwamagama angukhiye luthatha isikhathi nomzamo. Uma kwenziwe ngendlela efanele, uzoba nomkhankaso wesikhangiso ozoba yimpumelelo!

Ukubhida

Kunamathiphu ambalwa okufanele uwakhumbule lapho ubhida ku-Adwords. Okokuqala ukugcina ibhajethi yakho iku-PS200 ngenyanga. Nokho, leli nani lingahluka ngokuya nge-niche yakho kanye nenani lethrafikhi yewebhusayithi oyilindele nyanga zonke. Uma usunqume ibhajethi yakho yanyanga zonke, ihlukanise ngamashumi amathathu ukuze uthole umbono wesabelomali sakho sansuku zonke. Uma usubeke ibhajethi yakho yansuku zonke, isinyathelo esilandelayo ukunquma ukuthi uzobhida malini ngosuku. Isistimu yokubhida ye-Google isebenza ngokulawula amabhidi aphezulu kakhulu naphansi kusetshenziswa i-metric ephezulu ye-CPC. Uma ungaqiniseki ngezindleko ezifanele ngokuchofoza ngakunye kwebhizinisi lakho, sebenzisa ithuluzi lokubikezela le-Adwords.

Ngenkathi ukubhida ku-Adwords kungase kubonakale kuwumqondo omuhle, kukhona ukungalungi okukhulu kokuncintisana nezinkampani ezinkulu. Uma unebhizinisi elincane, isabelomali sakho sokukhangisa asicishe sibe sikhulu njengeyenkampani kazwelonke, ngakho ungalindeli ukuba nesabelomali esifanayo ukuze uqhudelane nabo. Ngisho noma ungakwazi ukukhokhela ibhidi eliphezulu, amathuba akho okuzuza inzuzo ekutshalweni kwezimali (I-ROI) kusuka kumkhankaso wakho we-Adwords ziphansi.

Uma izimbangi zakho zisebenzisa igama lomkhiqizo wakho ezikhangisweni zabo, qiniseka ukuthi usebenzisa ikhophi yesikhangiso ehlukile. Uma ubhida ngemibandela yesimbangi sakho, usengozini yokuvinjelwa ku-Google. Isizathu silula: izimbangi zakho zingase zibhide ngemibandela yakho, okuzoholela kumphumela wekhwalithi ephansi kanye nezindleko zokuchofoza ngakunye. Ukwengeza, uma lowo oqhudelana naye efaka isicelo ngemibandela yakho, kungenzeka ukuthi uchitha imali yakho eqoqweni lamakhophi esikhangiso angahlanganise lutho negama lomkhiqizo wakho.

Isikolo sekhwalithi

Isikolo sekhwalithi ku-Adwords siyisici esibalulekile uma kuziwa ekutholeni indawo engcono kakhulu yezikhangiso zakho. Kubalulekile ukuqapha Umphumela Wekhwalithi yakho futhi uguqule izikhangiso zakho ngokufanele. Uma ubona ukuthi i-CTR yakho iphansi kakhulu, lapho-ke kufanele ume kancane izikhangiso zakho futhi uguqule amagama angukhiye kwenye into. I-Quality Score yakho izobonisa imizamo yakho ngokuhamba kwesikhathi, ngakho kufanele wenze konke ongakwenza ukuze ukwandise. Nokho, I-Quality Score ku-Adwords akuyona isayensi. Ingahlolwa ngokunembile kuphela uma unethrafikhi eyanele nedatha ukuze unqume ukuthi isikolo sekhwalithi kufanele sibe yini.

Isikolo sekhwalithi ku-Adwords sinqunywa izici ezintathu: izinga lokuchofoza, ukusebenza kwesikhangiso, kanye nempumelelo yomkhankaso. Izinga lokuchofoza lihlobene ngokuqondile nesikolo sakho sekhwalithi, so improving your Quality Score can improve your ad’s performance. Ads that perform poorly will waste your budget and not be relevant to your target audience. A high Quality Score is the foundation of a successful AdWords campaign.

Keyword groups can be too broad for your ad, causing it to be ignored by visitors. Use more targeted keywords for your ad campaign. A higher Quality Score will mean that your ads will receive more attention and be more relevant to the audience’s search intent. Futhi, consider using landing pages with pictures of older people. Testing is important, and creating several ad variations will help you to optimize your landing page experience.

To improve your quality score, you must create a good combination of keywords and ads. Keywords that don’t perform well must be directed to a quality landing page or they will be degraded. Ngokwenza lokhu, you can improve your quality score and get a lower cost-per-click (CPC).

Ithagetha kabusha

You may be familiar with Google’s retargeting capabilities, but aren’t sure what exactly it is. Adwords retargeting allows you to reach users on other websites and platforms. It also allows you to set rules for who you add to your audience. By segmenting visitors to your site, you can target your remarketing efforts. The more precise you can be about who sees your ads, the more effective your retargeting will be.

There are many benefits to retargeting with Adwords, and one of the most effective is the ability to show people ads based on their previous online activity. In addition to displaying your ad based on the products they have recently looked at, Google Ads can also display ads to those who left their shopping basket or spent a significant amount of time viewing your product. Nokho, it is important to note that retargeting with Adwords is not for beginners. It can be a great option for businesses with small budgets.

Retargeting with Adwords can be an effective way to engage existing customers as well as find new ones. Google Adwords allows you to place Script tags on your website, ensuring that people who have visited your site before will see your ads again. Retargeting with Adwords can also be used across social media sites, such as Facebook. It can be highly effective for reaching new customers and increasing sales. Nokho, it is important to note that Google’s policy prohibits the use of personally identifiable information to target advertising.

Retargeting with ads is an effective way to target potential customers after they have left your site. By tracking the cookies of these visitors, your ad will display the same ad to those people who have previously visited your site. Ngale ndlela, you can make your ads specific to the products that were most recently visited. It is also important to use a pixel to create targeted ads based on the information the cookie provides Google Ads.