Maka: Google Ads-Ratschlägen

I-Adwords ingenye yezindlela ezidume kakhulu futhi ezinenzuzo zokumaketha ku-inthanethi. Ungafinyelela izethameli eziningi ngosizo lwe-Adwords. Inkundla yeGoogle isineminyaka cishe engamashumi amabili ikhona. Ngokocwaningo, abathengisi benza i-ROI ye $116 izigidigidi ngonyaka endaweni yesikhulumi, futhi bahola isilinganiso $8 ngedola ngalinye abalichitha endaweni yesikhulumi.

Izindleko

Uma unquma ukusebenzisa i-Google AdWords emkhankasweni wakho wokumaketha, kufanele uqaphele izindleko zegama elingukhiye ngalinye. Lokhu kuzokusiza ukuthi uhlale ngaphakathi kwesabelomali sakho, futhi izokunikeza nombono wamathrendi athuthukayo ngezindleko ze-AdWords. Ukuze uthole umbono wezindleko zegama elingukhiye, bheka amagama ayo angukhiye ayishumi aphezulu abiza kakhulu e-AdWords.

Izindleko ze-AdWords ziyahlukahluka ngokuya ngegama elingukhiye nezimboni. Kodwa ngokujwayelekile, isilinganiso sezindleko ngokuchofoza ngakunye cishe $2.32 kunethiwekhi yokusesha kanye $0.58 kunethiwekhi yesibonisi. Ukuhlukaniswa okuningiliziwe kwamamethrikhi e-AdWords kuyatholakala kuwebhusayithi ye-Google. Umphumela Wekhwalithi wegama elingukhiye ngalinye lithinta ukusebenza kahle kwezindleko zalo, ngakho-ke ukuqiniseka ukuthi isikhangiso sakho sinekhwalithi ephezulu kuzokongela imali futhi wenze isikhangiso sakho sibonwe abasebenzisi abaningi.

Ukusebenzisa ithuluzi lokuhlela amagama angukhiye kungakusiza ukulinganisa izindleko zamagama angukhiye ebhizinisi lakho. Leli ithuluzi lamahhala elinikezwe Izikhangiso ze-Google elizokuvumela ukuthi ucabange ngemibandela ehlukene ehlobene nebhizinisi lakho futhi uthole ukuthi ziyini izindleko zento ngayinye.. Uma ungaqiniseki ukuthi yimaphi amagama angukhiye ongawakhetha, sebenzisa i-Google's keyword planner ukuze uthole ukuthi yimaphi amagama okusesha izethameli zakho eziwafunayo.

Izindleko ze-AdWords zincike ekutheni kungakanani ukuchofoza ofisa ukukuzuza. Ngokwesibonelo, kungase kudingeke ukhokhele amagama angukhiye angadumile kakhulu kunamanye, kodwa lawa magama angukhiye azokwandisa inzuzo yakho. Ungakwazi ukulawula i-CPC yakho ngokusetha isabelomali sansuku zonke esiphezulu.

Amagama angukhiye

Uma uqhuba umkhankaso usebenzisa i-Google Adwords, udinga ukwazi ukuthi ungawakhetha kanjani amagama angukhiye afanele ebhizinisi lakho. Umgomo uwukuheha ukuchofoza okufanelekayo esikhangisweni sakho futhi ugcine izindleko zakho zokuchofoza ziphansi ngangokunokwenzeka. Amagama angukhiye anevolumu ephezulu aletha ithrafikhi eyengeziwe, kodwa futhi ziyaqhudelana futhi zibiza kakhulu. Ukudala ibhalansi efanele phakathi kwevolumu nezindleko kuwubuciko nesayensi.

Enye yezindlela ezinhle kakhulu zokwenza lokhu ukusebenzisa i-Google's keyword planner. Leli thuluzi lizokubonisa inombolo yokusesha kwegama elingukhiye elithile, kanye nezindleko ngokuchofoza ngakunye kanye nokuncintisana kwalelo gama elingukhiye. Leli thuluzi lizophinde likubonise amagama angukhiye afanayo nemisho esetshenziswa izimbangi zakho.

Uma usuwazi amagama angukhiye azoheha izivakashi eziningi, ungathuthukisa iwebhusayithi yakho ukuze ubahehe. Amagama angukhiye alungile azokhuphula amazinga akho okuguqulwa, yehlisa izindleko zakho ngokuchofoza ngakunye, futhi ushayele ithrafikhi eyengeziwe kusayithi lakho. Lokhu kuzoholela ezindlekweni zokukhangisa eziphansi kanye nenzuzo ephezulu ekutshalweni kwezimali. Ungasebenzisa futhi ithuluzi lamagama angukhiye ukuze uqhamuke nemibono yokuthunyelwe kwebhulogi nokuqukethwe.

Enye yezindlela ezingcono kakhulu zokuthola amagama angukhiye alungile ukusebenzisa ukufanisa imisho nokufanisa ncamashi. Amagama angukhiye wokufanisa imisho anikeza abakhangisi ukulawula okukhulu ekusebenziseni kwabo imali. Lezi zikhangiso zizovela kusesho olunamagama womabili embuzweni ofanayo.

Ukubhida

Ukubhida ku-Adwords kungenye yezinto ezibaluleke kakhulu zomkhankaso we-AdWords. Umgomo uwukwandisa ukuchofoza, ukuguqulwa, kanye nembuyiselo ekusetshenzisweni kwezikhangiso. Kunezindlela ezahlukene zokubhida, ngokusekelwe kuzithameli zakho ezihlosiwe kanye nesabelomali sakho. Izindleko ngokuchofoza ngakunye (CPC) wuhlobo oluvame kakhulu lokubhida, futhi isebenza kangcono kumawebhusayithi adinga ukuheha izinhlobo ezithile zezivakashi. Nokho, ayisebenzi kahle kumawebhusayithi adinga ukukhiqiza inani elikhulu lethrafikhi yansuku zonke. Ukubhida kwe-CPM kusetshenziselwa izikhangiso ezivela kumawebhusayithi ahlobene nemikhiqizo noma amasevisi athuthukiswayo kusayithi..

Ngaphandle kokubiza amagama angukhiye, kufanele futhi unake ukuthi izimbangi zakho zivela kangaki emiphumeleni yosesho. Ngokuhlaziya ukuthi zingakanani izikhangiso zabo ezivela ku-SERP, ungathola ukuthi ungagqama kanjani emncintiswaneni. Ngaphezu kwalokho, ungaphinda uhlole lapho izimbangi zakho zivela khona futhi uthole ukwabelana kwabo okuvelayo.

Imikhankaso ye-Smart AdWords ihlukanisa ukubhida kwayo ngokwehlukile “amaqembu ezikhangiso” futhi zihlole ngokwehlukana. I-Smart Bidding isebenzisa izinqubo ezihamba phambili ukusuka emikhankasweni yakho edlule ukuya kumkhankaso wakho omusha. Izobheka amaphethini phakathi kwezikhangiso futhi yenze ukulungiselelwa ngokusekelwe kudatha eyiqoqayo. Ukuze uqalise, ungafunda umhlahlandlela we-Google wokuthi ungayisebenzisa kanjani le ndlela.

Isikolo sekhwalithi

Uma usebenzisa i-Google Adwords ukukhuthaza iwebhusayithi yakho, kubalulekile ukuqonda ukubaluleka Komphumela Wekhwalithi. Le nombolo izonquma indawo nezindleko zesikhangiso sakho. Uma unokuqukethwe kwekhwalithi ephezulu ekhasini lakho lokubikezela kanye nezikhangiso ezifanele, uzothola Ikhwalithi Yekhwalithi ephezulu. Lokhu kuzokusiza ukuthi uthole isikhundla esingcono kanye ne-CPC ephansi.

Isikolo sekhwalithi ye-AdWords sibalwa ngezici ezimbalwa. Lokhu kubandakanya amagama angukhiye owakhethayo kanye nesikhangiso ngokwaso. Isikolo sikunikeza umbono wokuthi umkhankaso wakho usebenza kanjani. Amaphuzu aphezulu asho ukuthi ungakwazi ukwedlula amathenda aphezulu ngaphandle kokuthi ukhokhele kakhulu izikhangiso zakho. Iphinde iqinisekise ukuthi izikhangiso ozibekayo azixhumi kumawebhusayithi angahambisani nokuqukethwe kwesayithi lakho..

Isikolo sekhwalithi ephansi sizokubiza imali eyengeziwe. Isikolo sekhwalithi sisekelwe kudatha yomlando, ngakho awukwazi ukulindela ukuthi iphelele, kodwa ungayithuthukisa ngokuhamba kwesikhathi. Ngokwesibonelo, ungashintsha amagama angukhiye aphikisayo kukhophi yakho yesikhangiso. Kungenjalo, ungamisa isikhashana lezo zikhangiso ezine-CTR ephansi futhi uzishintshe ufake ezinye.

Ukuze ukhulise Ikhwalithi yakho Yomphumela, kufanele ulungiselele ikhasi lakho lokubikezela kanye namagama angukhiye. Isikhangiso sakho kufanele siqukathe amagama angukhiye ahambisana nokuqukethwe kwekhasi. Kubalulekile futhi ukuthuthukisa ikhophi yesikhangiso. Kufanele lifane negama elingukhiye futhi libe nombhalo ohlobene olizungezile. Ngokwenza kanjalo, uzothuthukisa isikolo sakho Sekhwalithi ku-Google Adwords.

Izandiso zesikhangiso

Izandiso zesikhangiso izindlela ezinhle zokwengeza ulwazi olwengeziwe esikhangisweni sakho. Esikhundleni sokuvele ubonise inombolo yakho yocingo, ungafaka ulwazi olwengeziwe njengezixhumanisi zewebhusayithi. Kubalulekile ukusebenzisa lezi zandiso zesikhangiso ngendlela ehambisana nengxenye yokuqala yesikhangiso sakho. Ngokuhlanganisa lezi zandiso zesikhangiso esikhangisweni sakho, uzokwazi ukufinyelela amakhasimende amaningi angaba khona.

Kunezinhlobo ezimbili zezandiso zesikhangiso: okwenziwa ngesandla kanye nokuzenzakalelayo. Ngenkathi izandiso ezenziwa mathupha zidinga ukusethwa mathupha, izandiso ezizenzakalelayo zingasetshenziswa ngokuzenzakalelayo yi-Google. Zombili izinhlobo zingangezwa emikhankasweni, amaqembu ezikhangiso, kanye nama-akhawunti. Ungacacisa ngisho nesikhathi sosuku izandiso zakho ezizosebenza ngazo. Vele uqiniseke ukuthi usetha isikhathi sokuthi ziboniswe, njengoba ungafuni abantu bashayele isikhangiso sakho ngezikhathi zomsebenzi.

Izandiso zesikhangiso zingasiza futhi ukuthuthukisa ikhwalithi yakho yokuhola. Basiza ukuzifanelekela abangaba amakhasimende, okwehlisa izindleko zakho ngomthofu ngamunye. Ngaphezu kwalokho, basiza isikhangiso sakho ukuthi sithole izinga elingcono enjinini yokusesha. I-Google isebenzisa izici ezimbalwa ukuze inqume indawo yesikhangiso emiphumeleni yosesho.

Ama-Sitelink nawo awuhlobo lwesandiso sesikhangiso. Avela kumugqa owodwa kuya kwemibili ngaphansi kwesikhangiso sakho futhi angafaka incazelo emfushane. Lezi zandiso zingaba usizo ekwandiseni amanani okuchofoza, kodwa kufanele isetshenziswe ngokuzibophezela.

Izinga lokuchofoza

Izinga lokuchofoza lemikhankaso ye-Adwords isilinganiso senani labantu abachofoza esikhangisweni. Lesi sibalo sisetshenziselwa ukwahlulela ukuthi umkhankaso wesikhangiso usebenza kanjani. Izinga eliphezulu lokuchofoza lizokwandisa amathuba akho okuguqulwa. Ukusebenzisa amagama angukhiye ahambisana nemikhiqizo namasevisi akho kuzothuthukisa ukusebenza kahle kwesikhangiso sakho.

Izinga lokuchofoza libalwa ngokuhlukanisa inombolo yokuchofoza ngenani lokuvelayo. Ngokuvamile, izikhangiso ezikhiqiza izinga eliphezulu lokuchofoza ziqondiswe kumikhiqizo namasevisi anenani eliphezulu. Nokho, izitolo eziku-inthanethi ngokuvamile zizoba nama-CTR aphansi. Ukwandisa i-CTR yakho kuzokusiza ukuthi uthuthukise i-ROI yakho ngokukhomba ikhasimende lakho elifanelekile.

I-CTR ekhuphukile ilingana nemali engenayo ekhuphukile kanye nokuguqulwa okukhuphukile. Iziteshi ze-PPC zikhiqiza ithrafikhi eqhutshwa inhloso kakhulu kuneminye imithombo yethrafikhi. Nokho, izinga lokuchofoza lesikhangiso esithile lingathinta ukuguqulwa kanye nemali engenayo. Ngenxa yalokho, kubalulekile ukugada njalo i-CTR yakho futhi wenze ama-tweaks njengoba kudingeka.

Izinga lokuchofoza lezikhangiso eziboniswayo liphansi kunalelo lezikhangiso zosesho. Lokhu kungenxa yokuthi abantu ngokuvamile abachofozi izikhangiso eziboniswayo ngoba besaba amagciwane noma okunye ukuhlaselwa. Izinga lokuchofoza kwesikhangiso esibonisiwe ngokuvamile liseduze 0.35%. Ungathola lolu lwazi ezibalweni zesikhangiso.

I-AdWords iyindlela enhle yokuthuthukisa inkampani yakho ye-SaaS. Ungakha isikhangiso samahhala emizuzwini embalwa, ihambise ukuze ibuyekezwe, futhi uphile phakathi nezinsuku. Ungakwazi futhi ukuqasha i-ejensi ye-PPC eqeqeshiwe ukuze ikusize uthuthukise umkhankaso wesikhangiso oklanyelwe ukuthuthukisa ukukhula. I-Directive ingakusiza ngalokhu, futhi ingakunikeza isiphakamiso samahhala. Kungenjalo, ungajoyina umphakathi wamahhala wabathengisi be-SaaS ababizwa ngeSociety.

Ucwaningo lwamagama angukhiye

Lapho ucwaninga amagama angukhiye emikhankaso ye-AdWords, esinye sezici ezibaluleke kakhulu inhloso. Ufuna ukusebenzisa Izikhangiso ze-Google ukuze uqondise kubasebenzisi abafuna ngenkuthalo izixazululo zezinkinga zabo. Nokho, abanye abantu bangahle baphequlule iwebhu ukuze bathole ulwazi noma bafune imfundo. Lapho ukhetha amagama akho angukhiye, cabangela inhlanganisela yamagama evolumu ephansi kanye nevolumu ephezulu.

Ngaphezu kocwaningo lwamagama angukhiye lwangaphakathi, udinga ukucwaninga amagama angukhiye angaphandle futhi. Layisha uhlu lwakho lwamagama angukhiye ku-Google Keyword Planner ukuze ubone ukuthi usesho luni. Ungaphinda uhlole Amathrendi e-Google ukuze uthole inani legama elingukhiye ngalinye. Uma ithola ithrafikhi inyanga nenyanga, kungenzeka ukuthi uyisebenzise kumkhankaso wakho we-Adwords.

Ucwaningo lwamagama angukhiye luyingxenye ebalulekile yokumaketha kwe-organic search. Kukusiza ukuthi uqonde izethameli ozihlosile futhi ikunikeze ulwazi olubalulekile. Ukuze uthole okuningi ocwaningweni lwamagama angukhiye, udinga ukuba namathuluzi afanele kanye nengqondo. Kunamathuluzi amaningana wamahhala okucwaninga amagama angukhiye, kodwa cishe uzofuna ukukhokha kancane ukuze uthole ithuluzi elithuthuke kakhulu.

Ucwaningo lwamagama angukhiye emikhankaso ye-Adwords kufanele luqale ekuqaleni kwenqubo yokuhlela. Ukwenza kanjalo kuzokusiza ukuthi ubeke okulindelwe okungokoqobo ngezindleko, futhi unikeze umkhankaso wakho ithuba elingcono kakhulu lempumelelo. Qiniseka ukuthi wenza ucwaningo lwakho ngokucophelela, njengoba ukukhethwa kwegama elingukhiye okungalungile kungaholela kumkhankaso ongaphumelelanga kanye namathuba okuthengisa aphuthelwe.

Uhlu lwamagama angukhiye kufanele lugcwaliswe ngamagama nemisho echaza ibhizinisi lakho. Uma usukhombe imigomo nemisho echaza ibhizinisi lakho, ungasebenzisa ithuluzi lokucwaninga igama elingukhiye ukuze ukhethe amagama angukhiye wamasu akho okuthengisa ku-inthanethi. Inhloso yocwaningo lwegama elingukhiye ukudala okuvelayo okuqinile phakathi kwabantu okungenzeka babe nentshisekelo kumkhiqizo wakho noma iminikelo yesevisi.

Izinketho zokubhida

I-Google inezinketho eziningi zokubhida ze-Adwords, futhi ongcono kakhulu womkhankaso wakho othile ungahluka kuye ngesabelomali sakho. Ungakwazi ukwandisa noma ukunciphisa i-CPC yakho enkulu ngokufika 30%, kuye ngokuncintisana kanye nohlobo lokusesha. Lolu hlobo lokubhida lutholakala kuphela Kunethiwekhi Yokubonisa ye-Google kanye Nenethiwekhi Yokusesha.

Ukubhida mathupha kuyinketho yabakhangisi abanesabelomali esilinganiselwe, noma abafuna ukugxila ekuqwashiseni umkhiqizo. Le nketho ikusiza ukuthi ukhulise ukuvezwa komkhiqizo nokuguqulwa. Nokho, kudla isikhathi esiningi futhi akuphumelelanga njengokubhida okuzenzakalelayo. Uma ufuna ukukhulisa ulwazi lomkhiqizo, ungasebenzisa ukubhida kwezindleko ngokuchofoza ngakunye.

Indlela yokubhida ezenzakalelayo i-Broad Match, okubonisa izikhangiso zakho kubasebenzisi abafuna igama lakho elingukhiye. Nokho, ungaphinda ukhethe ukubhida ngemibandela enebhrendi, okungamagama ezinkampani noma imikhiqizo ehlukile kuzo. Nokho, le ndlela ingabiza kakhulu. Abadayisi abaningi bayaphikisana ngokuthi babhide ngemibandela enegama noma cha.

Ukubhida kwe-Adwords kubalulekile, kodwa kufanele ucabangele i-ROI yakho kanye nenani olungele ukulisebenzisa. Uma ibhajethi yakho iphansi kakhulu, ngeke uthole ukuchofoza okuningi ngendlela ongathanda ngayo. Kuzodingeka futhi ukuthi ulinde uze ube nemali eyengeziwe yokwandisa umkhankaso wakho. Futhi, kubalulekile ukugcina ithrekhi yezitayela. Eminye imikhiqizo kungenzeka idayiswe ngezikhathi ezithile zonyaka, ngakho-ke kufanele unake lezi zindlela lapho uthatha isinqumo ngesabelomali sakho.

I-Google isebenzisa amasiginali ukunquma ibhidi efaneleke kakhulu yegama elingukhiye elinikeziwe. Lezi zimpawu zingabandakanya izinto ezifana nesimo sezulu, ukuvakasha kwesayithi kwangaphambilini, kanye nesithakazelo. Iphinde icabangele ezinye izici ezithinta izinga lokuguqulwa, njengendawo.

Izindleko ngokuchofoza ngakunye

Izindleko ngokuchofoza ngakunye noma i-CPC yinani olikhokhelayo kuso sonke isikhangiso esichofozwayo. Kuyahlukahluka kuye ngohlobo lwemboni kanye negama elingukhiye oliqondise. Ngokwesibonelo, embonini yezokwelapha, i-CPC $2.32, kuyilapho umkhiqizo ofanayo wezinkonzo zezimonyo ungase ubize nxazonke $4. Nokho, kufanele uhlose ukuthola i-CPC ngezansi $2.73 ukuheha amakhasimende amaningi angaba khona. Ungasebenzisa ithuluzi lamahhala elibizwa nge-Wordstream ukuze uqhathanise i-CPC nezinye izikhangiso ze-Adwords. Bese, ungasebenzela ukwenza izikhangiso zakho zisebenze kangcono.

I-CPC ye-Adwords incike ezintweni ezintathu eziyinhloko: ikhwalithi yamagama angukhiye, umbhalo wesikhangiso, kanye nekhasi lokufika. Ngokwazi lezi zici ezintathu, ungakwazi ukuthuthukisa umkhankaso wakho ukuze uthole i-ROI ephezulu. Okubhalwe ngezansi amanye amathiphu azokusiza ukuthi uthole i-ROI eningi emkhankasweni wakho we-Adwords.

Ngenkathi ungakwazi ukunciphisa i-CPC ngamathiphu e-PPC, kufanele ngaso sonke isikhathi ucabangele isikolo sekhwalithi yezikhangiso zakho. Isikolo sekhwalithi ephezulu sizokulethela ukuchofoza okwengeziwe kubhajethi yakho, okungaba yinzuzo ebhizinisini lakho. Ngaphezu kwalokho, izophinde ikulethele imayela eliningi lomkhiqizo kanye nokuchayeka kwamahhala. Isikolo sekhwalithi ephezulu siyingxenye ebalulekile yesu lakho le-PPC.

Kufanele futhi wazi ukuthi ungayibala kanjani i-CPC. Le metric ibalulekile ukuze usebenzise kahle isabelomali sakho sokumaketha. I-CPC emaphakathi iyahlukahluka kumkhangisi kuya kumkhangisi, kodwa yizindleko ozikhokhayo ngokuchofoza ngakunye. I-CPC emaphakathi yizindleko ezimaphakathi zakho konke ukuchofoza okuhlukaniswa ngenani lokuchofoza. Nokho, kufanele wazi ukuthi i-CPC yangempela izohluka.

Kungcono ukulinganisa i-CPC yakho ne-Target ROI yakho ukuze usethe isabelomali esifanele semikhankaso yakho ye-Adwords. Ngokuqhathanisa imali engenayo evela ezikhangisweni zakho ezikhokhelwayo nezindleko zezikhangiso zakho, uzokwazi ukubona ukuthi yiziphi izinhlobo zezikhangiso ezingenisa imali eningi yebhizinisi lakho. Lokhu kuzokusiza futhi ukuthi ulungise isabelomali sakho sokumaketha ukuze uthole izinhlobo zezikhangiso ezenza kahle.

Isikolo sekhwalithi

Isikolo sekhwalithi siyingxenye ebalulekile ye-AdWords futhi sisekelwe enombolweni esuka kuyo 0-10. Amaphuzu aphezulu asho ukuthi isikhangiso sisezingeni eliphezulu. Kungenzeka futhi ukuthi uthole izinga elihle le-SERP futhi uhehe ithrafikhi yekhwalithi ephezulu nokuguqulwa. Kunezici ezimbalwa ezithinta amaphuzu, kodwa okubaluleke kakhulu kuzo yi-CTR, noma izinga lokuchofoza.

Ukusebenzisa ikhophi yesikhangiso yekhwalithi ephezulu kubalulekile ekuthuthukiseni Umphumela Wekhwalithi. Kufanele ifane namagama angukhiye asetshenzisiwe futhi izungezwe umbhalo ofanele. Ukuhambisana kungenye into ebalulekile ekuthuthukiseni Umphumela Wekhwalithi. Ukuhlola Kuqala Kwesikhangiso Se-Google kanye Nethuluzi Lokuxilonga lingakusiza ulungiselele zonke lezi zici.

Nakuba i-Adwords Quality Score isekelwe kudatha yomlando, ungayithuthukisa ngokuhamba kwesikhathi. Ungabona kuphela inani lemizamo yakho uma unethrafikhi eyanele nedatha. Akuyona isayensi ephelele. Ngokwenza izinguquko ezincane ekhophini yesikhangiso sakho, ungathuthukisa Isikolo sakho Sekhwalithi.

I-AdWords Quality Score iyimethrikhi enquma ukuhambisana kwesikhangiso sakho kanye nenani lebhidi yakho. Umphumela Wekhwalithi ephezulu uzothuthukisa izinga lesikhangiso sakho futhi wehlise i-CPC yakho. Izophinde ithuthukise i-ROI yakho. Le metric ikalwa esikalini esisodwa kuya kweshumi.

Isikolo sekhwalithi yezikhangiso ze-Adwords sihlanganisa izici ezintathu: igama elingukhiye ukuhambisana, ukuhlobana, nezinga lokuchofoza. Amagama angukhiye angaba banzi noma abe mncane, kodwa kungcono kakhulu ukukhetha ukufana okubanzi komkhiqizo. Ukufanisa ibinzana kuwusizo ezincazelweni ezibanzi zomkhiqizo, njengencazelo evamile.

Amazinga okuguqulwa

Uma kukhulunywa nge-Adwords, amazinga okuguqulwa angaba semqoka empumelelweni yakho. Ngaphesheya kwebhodi, izinkampani eziningi zibheke ukushaya uphawu lokuguqulwa okuphezulu. Ngenkathi 25 amaphesenti ezinkampani eziphezulu afinyelela lowo mgomo, izinkampani eziningi kufanele zihlose ukuba nezinga lokuguqulwa elingaphezu kwamaphesenti ayishumi. Ukufeza lo mgomo, kufanele usebenzise isu lokuthuthukisa izinga lokuguqulwa.

Enye yezindlela ezibaluleke kakhulu zokuthuthukisa izinga lokuguqulwa kwakho ukuthuthukisa ikhophi yesikhangiso sakho. Kunezinto eziningi ongazenza ukuze uthuthukise ukukopishwa kwakho kwesikhangiso nokukhomba, ukuze ukwazi ukuzuza izinga eliphezulu lokuguqulwa. Uma ikhophi yesikhangiso sakho ingaguquli ithrafikhi yakho, ungazama ukunikezwa okuhlukile noma ikhophi yesikhangiso ukuze ukhuphule izinga lakho lokuguqulwa. Izikhangiso ze-Amazon zingenye yezindlela ezinhle kakhulu zokwandisa izinga lakho lokuguqulwa, futhi ungahlola amakhophi ezikhangiso ahlukene kanye nokunikezwayo ukuze ubone ukuthi yiziphi ezenza kahle kakhulu.

Ngaphezu kwalokho, kufanele uqaphele izinga lokugxuma kwesayithi lakho, okusho inombolo yezivakashi ezichofoze ngaphandle kokuthatha isinyathelo ekhasini lakho. Amazinga okugxuma akusiza ukuthi ubone amakhasi okubikezela angasebenzi kahle. Izinga eliphezulu lokugxuma lisho ukuthi isayithi lakho aliguquli izivakashi.

Ukuze uthuthukise izinga lakho lokuguqulwa, kufanele ugxile ekhophini yesikhangiso ngenhloso ethile yegama elingukhiye. Lokhu kuzokwandisa amathuba akho okuguqula ithrafikhi futhi kuthuthukise isikolo sakho sekhwalithi. Ngaphezu kwalokhu, kufanele futhi uzame ukwenza amaqembu akho ezikhangiso aqondiswe kakhulu futhi acacise. Ungakwazi futhi ukuthuthukisa isikolo sekhwalithi yeqembu lakho ngokwandisa inombolo yamagama angukhiye athile.

Amazinga okuguqulwa ancike ezintweni ezihlukahlukene, kubandakanya imboni, umkhiqizo, kanye nohlobo lokuguqulwa. Izinga lokuguqulwa kwesitolo sezicathulo, Ngokwesibonelo, izoba ngaphansi kunendawo yokuthengisa izimoto.

Uma kuziwa ekusebenziseni i-Adwords yebhizinisi lakho, kunenqwaba yezinto ezibalulekile okufanele zicatshangelwe. Okokuqala ukuthi yimalini ozimisele ukuyisebenzisa emkhankasweni wakho. I-AdWords ikuvumela ukuthi usethe ibhajethi bese ukhokhisa imali encane ngokuchofoza ngakunye. Uzokwazi futhi ukulandelela ukuqhubeka komkhankaso wakho futhi wenze izinguquko njengoba ubona kufanelekile.

Ukumaketha kabusha

Ukumaketha kabusha kuwuhlobo lokukhangisa ku-inthanethi olubonisa izikhangiso ezithile kubantu abake bavakashela iwebhusayithi yakho noma abasebenzisa uhlelo lwakho lokusebenza lweselula.. Uma usuqoqile uhlu lwamakheli e-imeyili, ungalayisha lolu hlu ku-Google futhi uqale ukulusebenzisela izikhangiso zakho eziku-inthanethi. Nokho, kubalulekile ukuqaphela ukuthi le nqubo ingathatha 24 amahora ukuze i-Google iwucubungule.

Ucwaningo lwamagama angukhiye

Ucwaningo lwamagama angukhiye lwe-AdWords lubandakanya ukukhetha kokubili amagama evolumu ephezulu nephansi. Umgomo wokukhetha amagama angukhiye kufanele kube wukuqinisekisa ukuthi isikhangiso sakho siyavela uma abasebenzisi basesha imigomo oyikhethile.. Inhloso yokusesha nayo ibalulekile, njengoba ufuna ukunxenxa abasebenzisi abafuna ngenkuthalo izixazululo zezinkinga. Nokho, udinga ukukhumbula ukuthi kunabantu abavele baphequlule iwebhu noma abafuna ulwazi, kodwa ngeke asebenze ngokuqhubekayo ukuthola isisombululo noma isevisi ethile.

Ucwaningo lwamagama angukhiye lwe-Adwords lubaluleke kakhulu futhi kufanele lwenziwe ekuqaleni komkhankaso. Ukwenza kanjalo kuzokuvumela ukuthi ubeke izindleko ezingokoqobo futhi ube nethuba elingcono kakhulu lokuphumelela. Ngaphezu kwalokho, ucwaningo lwegama elingukhiye lungakusiza ukuthi unqume inani lokuchofoza ozokuthola ngesabelomali owabele umkhankaso wakho.. Khumbula ukuthi izindleko ngokuchofoza ngakunye zingahluka kakhulu kusuka kwegama elingukhiye kuye kwegama elingukhiye, ngakho ukukhetha amagama angukhiye alungile kubalulekile ekwenzeni umkhankaso we-AdWords oyimpumelelo.

Ucwaningo lwamagama angukhiye lungathatha noma yini ukusuka emaminithini amahlanu kuya emahoreni ambalwa. Lokhu kuzoncika enanini lolwazi okufanele uluhlaziye, ubukhulu bebhizinisi lakho, kanye nohlobo lwewebhusayithi oyisebenzisayo. Nokho, umkhankaso wokucwaninga wegama elingukhiye owenziwe kahle uzokunikeza ukuqonda ngokuziphatha kokusesha kwemakethe okuhlosiwe. Ngokusebenzisa amagama angukhiye afanelekile, uzokwazi ukwanelisa izidingo zezivakashi zakho futhi uphumelele izimbangi zakho.

Imodeli yokubhida

Kunezinhlobo ezimbalwa zamamodeli wokubhida atholakala ku-Adwords, ngakho-ke kubalulekile ukuqonda ukuthi iyiphi elungele umkhankaso wakho. Kuye ngezinjongo zakho, imodeli ngayinye inezinzuzo ezahlukene zokwandisa ukuguqulwa. Ukusebenzisa imodeli efanele kuyisihluthulelo sokwandisa imbuyiselo ekutshalweni kwezimali zomkhankaso wakho.

Imodeli ephumelela kakhulu ithi Lungiselela Ukuguqulwa, osetha ngokuzenzakalelayo amabhidi ngokusekelwe kunani lakho lokuguqulwa. Leli nani alilona inani lenombolo kodwa iphesenti. Ukusebenzisa le modeli kudinga ukulandelela ukuguqulwa okuhle kanye nomlando wokuguqulwa. Uma usebenzisa i-tROAS, ungalokothi ubeke umgomo wakho phezulu kakhulu. Kungcono ukuqala ngenombolo ephansi bese uyandisa njengoba umkhankaso wakho uthuthuka.

I-Adwords inikeza amamodeli ahlukene wokubhida, kufaka phakathi izindleko ngokuchofoza ngakunye, izindleko-ngenkulungwane-ngokubuka, kanye ne-Smart Bidding. Ukusebenzisa lezi zinketho ndawonye, ungakwazi ukuthuthukisa izikhangiso zakho ukuze uthole inani elingcono lokuguqulwa kanye nezindleko eziphansi ngokuchofoza ngakunye. Nokho, usadinga ukuphatha izikhangiso zakho futhi uqonde imiphumela yemikhankaso yakho. Ungathintana nenkampani egxile kulolu hlobo lokuphatha umkhankaso, MuteSix.

Indlela ye-Manual CPC idla isikhathi, kodwa iheha ithrafikhi yekhwalithi futhi ikuvikela ekuchithweni okumoshiwe. Inani lokuguqulwa ngokuvamile liwumgomo omkhulu wemikhankaso eminingi. Ngakho-ke, inketho ye-Manual CPC iyisinqumo esihle kakhulu sale njongo.

Izindleko ngokuchofoza ngakunye

Izindleko ngokuchofoza ngakunye (CPC) kuyisici esibalulekile okufanele usicabangele lapho udala isu lakho lokukhangisa. Ingahluka kakhulu ngokusekelwe kugama elingukhiye nembonini oyiqondise. Ngokuvamile, izindleko zokuchofoza zisukela $1 ku $2. Nokho, kwezinye izimboni, izindleko zokuchofoza ziphansi kakhulu.

Kunezinhlobo ezimbili eziyinhloko ze-CPC, okusekelwe kubhidi kanye nesilinganiso esiphansi. Womabili amamodeli adinga ukuthi umkhangisi acabangele inani elingaba khona lokuchofoza ngakunye. Le metric isetshenziselwa ukuhlola ukuthi kubiza malini ukwenza isivakashi sichofoze esikhangisweni, ngokusekelwe ekutheni isivakashi sizochitha malini kuwebhusayithi.

Izindleko ngokuchofoza ngakunye kwe-Adwords zinqunywa inani lethrafikhi elitholwa yisikhangiso. Ngokwesibonelo, ukuchofoza kumphumela wosesho lwe-Google kubiza $2.32, ngenkathi ukuchofoza ekhasini lokubonisa umshicileli kubiza $0.58. Uma iwebhusayithi yakho igxile kakhulu ekuthengisweni kunethrafikhi, lapho-ke kufanele ugxile ekubhideni kwe-CPC noma kwe-CPA.

Izinga le-CPC lezikhangiso ze-Facebook liyahluka kuye ngezwe. I-Canada ne-Japan inamanani aphezulu e-CPC, nomuntu ophansi kakhulu $0.19 ngokuchofoza ngakunye. Nokho, e-Indonesia, Brazil, naseSpain, Izilinganiso ze-CPC zezikhangiso ze-Facebook ziphansi, isilinganiso $0.19 ngokuchofoza ngakunye.

Izindleko zokuguqulwa ngakunye

Izindleko ngokuguqulwa ngakunye kuyindlela enhle yokulandelela ukusebenza komkhankaso wakho wokukhangisa. Lolu hlobo lokukhangisa luyindlela ehlakaniphile yokukhulisa ibhajethi yakho yokukhangisa. Ikuvumela ukuthi ulandele imethrikhi ethile, njengenani labantu abavakashela isayithi lakho futhi bathenge. Nokho, kufanele uqaphele ukuthi le metric ingahluka kuye ngomkhankaso nomkhankaso. Ngokwesibonelo, abakhangisi be-e-commerce bangafuna ukulandelela ukuthi bangaki abantu abagcwalisa ifomu lokuxhumana. Izinkundla zokukhiqiza umthofu nazo zingasetshenziswa ukukala ukuguqulwa.

Izindleko zokuguqulwa ngakunye zingabalwa ngokubheka inani lokuguqulwa ngokuqhathaniswa nezindleko zalokho kuguqulwa.. Ngokwesibonelo, uma usebenzisa i-PS5 ngokuchofoza okuholela ekuthengisweni, uzokwenza inzuzo ye-PS45. Le metric ikusiza ukuthi uqhathanise izindleko zakho nenzuzo yakho, futhi iwusizo ikakhulukazi kubantu abafuna ukunciphisa izindleko.

Ngaphandle kwezindleko zokuguqulwa ngakunye, abakhangisi kufanele futhi bacabangele izindleko ezimaphakathi ngokutholwayo ngakunye. Lesi silinganiso sivame ukuba phezulu kunezindleko ngokuchofoza ngakunye, futhi kungaba njengoba $150. Kuya ohlotsheni lomkhiqizo noma isevisi oyithengisayo, kanye namanani aseduze abathengisi.

Ngaphezu kwalokho, kubalulekile ukuqaphela ukuthi izindleko zokuguqulwa ngakunye kwe-Adwords azihlali zilinganisa nezindleko ezihlukaniswe ngokuguqulwa.. Kudinga ukubala okuyinkimbinkimbi. Lokhu kungenxa yokuthi akukona konke ukuchofoza okufanele ukubikwa kokulandelela ukuguqulwa, futhi isixhumi esibonakalayo sokulandelela ukuguqulwa sibonisa lezi zinombolo ngokuhlukile kunekholomu yezindleko.

Umlando we-akhawunti

Umlando we-Akhawunti ye-Adwords yilapho ongalandelela khona lonke ulwazi lokukhokha lokukhangisa kwakho. Kuyindlela elula yokwazi ibhalansi ye-akhawunti yakho noma kunini. Ukuze ufinyelele kuleli khasi, mane uchofoze isithonjana segiya ekhoneni eliphezulu kwesokudla kwesikrini sakho. Kusukela lapho, ungabuyekeza izindleko zakho zokukhangisa ezingakhokhelwa kanye nezinkokhelo ozenzile.

Ungakwazi futhi ukubona noma yiziphi izinguquko ezenziwe abanye. Ungasebenzisa lesi sici ukuze ugade ukuziphatha kwabanye ku-akhawunti yakho. Ibonisa noma yiziphi izinguquko ezenziwe ku-akhawunti yakho nokuthi yiziphi izinguquko ezithintekile. Ungakwazi ngisho nokuhlunga imibiko yomlando woshintsho ngokuguqulwa uma ufuna. Umbiko womlando woshintsho uphinde ubonise noma yiziphi izinguquko ezenziwe ku-akhawunti yakho noma imikhankaso.

Ukuba nalolu lwazi kuzokongela isikhathi esiningi. Ungabona ukuthi abantu bashintshile, lapho beyishintsha, nokuthi bawushintshele kumuphi umkhankaso. Ungakwazi futhi ukuhlehlisa izinguquko uma uthola ukuthi zidale inkinga. Lesi sici siwusizo ikakhulukazi ngezinjongo zokuhlola. Uma uphethe umkhankaso we-PPC ne-ejensi ye-PPC, cishe uzofuna ukuhlola umlando wokushintsha umlando ukuze uqinisekise ukuthi konke kunjengoba kufanele kube.

Uma usebenzisa Izikhangiso ze-Google, ungafinyelela umlando we-akhawunti yakho kusici sokushintsha umlando. Umlando wokushintsha ungakunikeza iminyaka emibili yomlando wezikhangiso zakho. Ukuze ufinyelele lo mlando, vele ungene ngemvume ku-akhawunti yakho Yezikhangiso ze-Google bese uchofoza “shintsha umlando” ithebhu.

I-Adwords iyinkokhelo yokuchofoza ngakunye (I-PPC) inkundla yokukhangisa. Isebenza ngemodeli yokubhida, okusho ukuthi ukhokhela konke ukuchofoza kwesikhangiso sakho. Nakuba kungase kubize, le sevisi ingathuthukisa ukuqwashisa komkhiqizo. Nokho, kubalulekile ukwazi izinto eziyisisekelo ngaphambi kokuthi ungene kukho.

I-Adwords iyinkokhelo yokuchofoza ngakunye (I-PPC) inkundla yokukhangisa

Ukukhangisa kwe-PPC kuvumela abakhangisi ukuthi baqondise amakhasimende kunoma yisiphi isigaba sohambo lwabo lwamakhasimende. Kuya ngokuthi ikhasimende liseshani, Izikhangiso ze-PPC zingavela emiphumeleni yenjini yokusesha noma ezinkundleni zokuxhumana. Abakhangisi bangenza ikhophi yabo yesikhangiso ngokwezifiso ukuze bakhombe izethameli ezithile nendawo yazo. Ngaphezu kwalokho, bangalungisa izikhangiso zabo ngokusekelwe esikhathini sosuku noma idivayisi abayisebenzisayo ukufinyelela iwebhu.

Inkundla yokukhangisa ye-PPC ivumela amabhizinisi ukuthi aqondise izethameli zawo futhi akhuphule izinga lawo lokuguqulwa. Kungenzeka ukukhomba iqembu elithile lamakhasimende usebenzisa amagama angukhiye athile. Ukusebenzisa amagama angukhiye aqondile kusho ukufinyelela izivakashi ezimbalwa, kodwa amaphesenti aphezulu azo aphenduke amakhasimende. Ngaphezu kwalokho, abakhangisi bangakhomba amakhasimende ngokwendawo nolimi.

Ukukhangisa ngokuchofoza ngakunye kuyimboni enkulu. I-alfabhethi iyodwa ikhiqiza ngaphezulu $162 izigidigidi zemali engenayo ngonyaka ngokusebenzisa izinkundla zayo zezikhangiso. Nakuba kunezinkundla ezimbalwa zokukhangisa ze-PPC, ezidume kakhulu yi-Google Ads kanye ne-Bing Ads. Okwamabhizinisi amaningi, I-Google Ads iyindawo engcono kakhulu ongaqala ngayo. Izinkundla ze-PPC zinikeza izindlela eziningi ezahlukene zokusetha umkhankaso wakho.

Inkundla yokukhangisa ye-PPC kulula ukuyiqonda kodwa iyinkimbinkimbi ukuyiphatha. Ukukhangisa ngokuchofoza ngakunye kungadla imali eningi futhi kudinga isikhathi esiningi. Ngenhlanhla, I-Google yenze inqubo yaba lula ngokunikeza isistimu ezenzakalelayo esiza ngocwaningo lwamagama angukhiye kanye nokubhida. Nge-AdWords, abakhangisi bangenza ngendlela oyifisayo ukubukeka nomuzwa wezikhangiso zabo.

Uma usebenzisa inkundla yokukhangisa yokukhokha ngokuchofoza, kubalulekile ukuhlola ukusebenza kwemikhankaso yezikhangiso futhi uqondise izethameli eziqondiswe kubo. Ukusebenzisa izibalo ezakhelwe ngaphakathi noma isofthiwe yezibalo ehlukene kungasiza abathengisi baqonde ukuthi imikhankaso yabo isebenza kanjani futhi bacwengisise imizamo yabo ngokusekelwe emiphumeleni.. Ngaphezu kwalokho, izinkundla zokukhangisa ze-PPC zamanje zinikeza amafomethi ezikhangiso enziwe ngokwezifiso kanye nezinketho zokukhomba, ukunika amandla abakhangisi ukuthi balungiselele imikhankaso yanoma yiliphi ibhizinisi.

Isebenzisa imodeli yokubhida

Ukubhida okuhlakaniphile kuyithuluzi elinamandla elingakusiza ukuthi ukhuphule inani lokuguqulwa okuvela emikhankasweni yakho yezikhangiso. Le modeli izenzela ngokuzenzakalelayo ukulungiswa kwamabhidi akho ukuze uthole imiphumela ehamba phambili. Lokhu kungaholela kuvolumu yokuguqulwa ephezulu kanye nemali engenayo enkulu. Inqubo ayisheshi, nokho; kuzothatha isikhathi ukulungisa nokufunda kudatha yomkhankaso wakho.

Ukubhida kungenza noma kuphule umkhankaso wakho. Ukunquma ukuthi yiluphi uhlobo lwebhidi olulungele wena, qala ngokunquma imigomo yakho. Imigomo ehlukene izodinga amasu amabhidi ahlukene. Ngokwesibonelo, uma uqondise izivakashi zewebhusayithi, kufanele ugxile ekuchofozweni. Ngokwesinye isandla, uma uhlose ukukhiqiza ukulanda okwengeziwe nemali engenayo, kufanele ukhethe i-CPA noma imikhankaso ye-Cost-per-acquisition.

Uma umgomo wakho uwukuqwashisa ngomkhiqizo, gxila ekuchofozweni nasekuveleni. Qiniseka ukuthi uqapha ukuthi isikhangiso sakho senza kanjani futhi ulungise amabhidi akho ngokufanele. Ungahlola futhi i-ROI yakho ngokushintsha isabelomali sosuku. Le ndlela yokubhida ayinzima njengoba izwakala, futhi ikuvumela ukuthi uzame amasu ahlukene ngaphandle kokubeka umzamo omkhulu kuwo.

Ukubhida okuhlakaniphile kuthuthukisa imikhankaso yakho ngokusebenzisa idatha yokuguqulwa evela ku-Google Ads. Ngokwenza lokhu, ungagwema ukubhida ngokweqile futhi wandise inani lokuguqulwa okwenzayo. Uma izindleko zakho ezimaphakathi ngokuguqulwa ngakunye zingaphansi kwebhajethi yakho, kufanele ukhethe lelisu lokukhulisa imali oyisebenzisayo ngokusekelwe kulokhu.

Idatha yangaphakathi ye-Google ibonisa ukuthi ukulungiselela inani kungaholela ezinzuzweni ezicacile. Kuyaziwa ukuthuthukisa inani lokuguqulwa nge 14% imikhankaso yosesho, ngenkathi kuze 30% ye-Smart Shopping kanye nemikhankaso Yokuthenga Okujwayelekile. Lokhu kusho ukuthi ingakhiqiza i-ROI ephezulu kanye nama-CPL aphansi.

Kungaba eqolo

I-AdWords isiteshi sokumaketha esidumile esingabiza kakhulu uma singaphathwa ngendlela efanele. Ukuba nesabelomali nokuphatha isabelomali ngendlela efanele kubalulekile emkhankasweni oyimpumelelo. Umphathi we-akhawunti omuhle angakusiza ngalokhu. Qinisekisa ukuthi ibhajethi yakho yesikhangiso ihambisana nezinjongo zakho zokumaketha.

Ukusebenzisa amagama angukhiye angalungile ukuze ukhiphe amagama angukhiye angafuneki kuzokonga isabelomali sakho. Ngokusebenzisa amagama angukhiye aphikisayo, uzokhawulela inani lezikhangiso ozitholayo zamagama angukhiye athile. Lokhu kuzokusiza ukuthi uphendule abasebenzisi’ imibuzo ngempumelelo kakhudlwana futhi ngaleyo ndlela wonge imali. Ngaphezu kwalokho, uzosebenzisa imali encane uma unezikhangiso ezihambisana kakhulu.

Kungakhulisa ukuqwashisa komkhiqizo

Ziningi izindlela zokwandisa ukuqwashisa ngomkhiqizo. Enye ephumelela kakhulu iwukwenza uhlelo lokudlulisela. Inhloso yalolu hlelo ukwenza abathengi bancome ibhizinisi lakho kubangani nomndeni wabo. Ungakwenza lokhu ngokusebenzisa izipho zokuphromotha. Lezi zipho zivame ukuba usizo noma zikhange, futhi zishiya umbono ohlala njalo kumathemba. Futhi akwenza kube lula ukukhumbula umkhiqizo wakho.

Enye indlela yokuqwashisa ngomkhiqizo ngokuqukethwe. Ungakha okuthunyelwe kwebhulogi nokuqukethwe mayelana nemikhiqizo namasevisi akho futhi ufake amagama angukhiye olwazi ukuze usize izethameli zakho zazi ibhizinisi lakho.. Lawa magama angukhiye kufanele afane nosesho abantu abalwenzayo njengoba beqala uhambo lwabo lokuthenga noma ukufunda okwengeziwe ngemikhiqizo yakho. Ungasebenzisa amathuluzi afana nama-Ahrefs, I-SEMrush, kanye ne-Moz Keyword Explorer ukuthola amagama angukhiye abalulekile kubabukeli bakho.

Imithombo yezokuxhumana ye-Organic nayo iyindlela enhle yokuqwashisa ngomkhiqizo. Udinga ukudala okuqukethwe kwekhwalithi ephezulu okuvusa ukusabela komzwelo kubalandeli bakho. Okuqukethwe kwakho kwenkundla yezokuxhumana kufanele kwengeze inani ezimpilweni zabo. Ukunikeza amasampula mahhala kuyindlela ephumelelayo yokwandisa ukuqwashisa komkhiqizo. Kubalulekile futhi ukudala ubudlelwano namanye amabhrendi anezinhloso ezifanayo. Ukubambisana namanye amabhrendi kuzosiza izinkampani zombili zifinyelele abantu abaningi futhi kwandise ukwethembana phakathi kwababukeli bazo.

Enye indlela yokwandisa ukuqwashisa ngomkhiqizo ukudala okuqukethwe ngevidiyo. Ngokusebenzisa ividiyo, ungakwazi ukwandisa ababukeli bakho’ ukunaka kuyanwebeka futhi kudale izinga eliphezulu lokuqwashisa ngomkhiqizo. Abantu bafuna okuqukethwe kwevidiyo okunokuqukethwe kwangempela. Ungasebenzisa izisebenzi zangaphakathi noma ithalente langaphandle ukuze udale amavidiyo, futhi lawa mavidiyo angaba abagqugquzeli abadumile abasiza ukusabalalisa ukuqwashisa ngomkhiqizo omuhle.

Ingakhuphula ukuguqulwa

Ngenkathi usebenzisa i-Adwords ebhizinisini lakho eliku-inthanethi, kufanele njalo uqaphe ikhwalithi yokuguqulwa. Uma izinga lakho lokuguqulwa liphansi, kunezinto ezimbalwa ongazenza ukuze uthuthukise. Enye yezinto zokuqala ongayenza ukufinyelela izethameli eziningi. Ngokwenza lokhu, ungabona ukuthi yiluphi uhlobo lwesikhangiso olusebenza kahle kakhulu. Ungasebenzisa futhi isici se-Enhanced CPC ukuze ubhide ngokuzenzakalelayo 30% aphezulu kumagama angukhiye aholela ekuguquleni.

Enye yezinkinga ezinkulu amabhizinisi amaningi aku-inthanethi anazo ukuthi anesikhathi esilinganiselwe sokudonsa abasebenzisi. Ukhiye uwukusebenzisa ngokugcwele isikhathi onakho ukudweba abasebenzisi. Kufanele udale amakhasi okubikezela asabelayo futhi ulungisele ama-breakpoints ahlukene. Lokhu kuzosiza iwebhusayithi yakho ukuthi isebenze kangcono kuwo wonke amadivayisi, nciphisa ukwehla, futhi udale indlela eqinile eya ekuguquleni. I-Adwords ingasebenza kahle uma udala amakhasi okufika asebenziseka kalula.

Uhlelo lwe-AdWords luvumela abakhangisi ukuthi babeke izikhangiso zemikhiqizo noma amasevisi ahlukahlukene. Ngokuvamile, abakhangisi basebenzisa imodeli yokukhokha ngokuchofoza. Nokho, bangasebenzisa nezinye izindlela zokubhida, njengezindleko zombono ngamunye noma izindleko zokuthola ngakunye. I-AdWords iphinde ivumele abasebenzisi ukuthi baqondise izethameli ezithile. Ngaphezu kwalokho, abasebenzisi abathuthukile bangasebenzisa inani lamathuluzi okuthengisa, okuhlanganisa ukwenziwa kwamagama angukhiye kanye nezinhlobo ezithile zokuhlola.

Izindleko ngokuchofoza ngakunye

Izindleko ngokuchofoza ngakunye kwe-Adwords ziyimethrikhi ebalulekile okufanele uyilandele lapho wakha umkhankaso wokumaketha. Ingahluka kuye ngezici eziningana, kufaka phakathi ikhwalithi yamagama akho angukhiye, umbhalo wesikhangiso, kanye nekhasi lokufika. Nokho, kunezindlela zokuthuthukisa amabhidi akho ukuze uthole i-ROI ehamba phambili.

Enye indlela yokwehlisa izindleko zakho ngokuchofoza ngakunye ukuthuthukisa isikolo sekhwalithi yezikhangiso zakho. I-Google isebenzisa ifomula ebizwa nge-CTR ukuze inqume ikhwalithi. Uma i-CTR yakho iphezulu, kubonisa ku-Google ukuthi izikhangiso zakho zihlobene nombuzo wosesho wesivakashi. Isikolo sekhwalithi ephezulu singehlisa izindleko zakho ngokuchofoza ngakunye kuze kufike 50%.

Isilinganiso sezindleko ngokuchofoza ngakunye kwe-Adwords sincike ezintweni eziningi, kubandakanya imboni yakho, uhlobo lomkhiqizo noma isevisi oyinikezayo, kanye nezethameli eziqondiwe. Ngokwesibonelo, imboni yokuqomisana neyomuntu siqu inezinga eliphakeme kakhulu elimaphakathi lokuchofoza, kuyilapho imboni yezomthetho inesilinganiso esiphansi kakhulu.

Izindleko ngokuchofoza ngakunye kwe-Adwords ziyahlukahluka kakhulu, futhi kungaba ngaphansi njengoba $1 noma phezulu njengoba $2. Nokho, kunezimboni eziningi lapho ama-CPC ephakeme, futhi lawa mabhizinisi ayakwazi ukuthethelela ama-CPC aphezulu ngoba inani lokuphila kwamakhasimende awo liphezulu. I-CPC emaphakathi yamagama angukhiye kulezi zimboni ngokuvamile ihluka phakathi $1 futhi $2.

Izindleko ngokuchofoza ngakunye kwe-Adwords zingahlukaniswa ngamamodeli amabili ahlukene: isilinganiso esiphansi kanye nebhidi esekelwe. Lokhu kokugcina kubandakanya ukuthi umkhangisi avume ukukhokha inani elithile ngokuchofoza ngakunye, kuyilapho eyokuqala iyisilinganiso esisuselwe enanini lezivakashi. Kumodeli yesilinganiso esingaguquki, kokubili umkhangisi nomshicileli bavumelana ngenani elithile.

Isikolo sekhwalithi

Isikolo sekhwalithi siyingxenye ebalulekile ye-Adwords, isilinganiso sokuthi isikhangiso sakho sihambisana kahle kangakanani negama lakho elingukhiye. Lapho igama lakho elingukhiye lihambisana kakhulu, kuzoba ngcono isikhangiso sakho. Isinyathelo sokuqala sokuthuthukisa isikolo sakho sekhwalithi yesikhangiso ukuqonda ukuthi ikhophi yesikhangiso sakho ihlobana kanjani negama lakho elingukhiye. Bese, ungalungisa umbhalo esikhangisweni sakho ukuze uthuthukise ukuhambisana kwakho.

Okwesibili, I-Quality Score yakho izoba nomthelela ezindlekweni ngokuchofoza ngakunye (CPC). Umphumela Wekhwalithi ephansi ungakhuphula i-CPC yakho, kodwa umphumela ungahluka kusuka kwegama elingukhiye kuye kwegama elingukhiye. Nakuba kungase kube nzima ukubona imiphumela ngokushesha, izinzuzo Zekhwalithi Yekhwalithi ephezulu zizokwakha ngokuhamba kwesikhathi. Amaphuzu aphezulu asho ukuthi izikhangiso zakho zivela emiphumeleni emithathu ephezulu.

Isikolo sekhwalithi ye-AdWords sinqunywa inhlanganisela yezinto ezintathu. Lezi zici zifaka phakathi inani lethrafikhi olithola kumkhankaso othile, noma ngabe usaqala, noma umsebenzisi oseqophelweni eliphezulu. I-Google iklomelisa labo abakwaziyo abakwenzayo futhi ijezisa labo abaqhubeka nokusebenzisa amasu aphelelwe yisikhathi.

Ukuba nekhwalithi ephezulu kuzonyusa ukubonakala kwesikhangiso sakho futhi kukhuphule ukusebenza kwaso. Kungasiza futhi ukukhulisa impumelelo yomkhankaso wakho futhi kunciphise izindleko ngokuchofoza ngakunye. Ngokwandisa isikolo sakho Sekhwalithi, ungakwazi ukweqa labo oqhudelana nabo ngamabhidi aphezulu. Nokho, uma i-Quality Score yakho iphansi, kungaba yingozi ebhizinisini lakho.

Kunezici ezintathu ezithinta Isilinganiso Sekhwalithi yakho futhi ukuzithuthukisa zontathu kuzothuthukisa izinga lakho ezikhangisweni. Isici sokuqala ikhwalithi yekhophi yesikhangiso. Qiniseka ukuthi isikhangiso sakho sihambisana namagama akho angukhiye futhi sizungezwe umbhalo ohlobene. Isici sesibili yikhasi lokufika. I-Google izokunikeza Ikhwalithi Yekhwalithi ephezulu uma ikhasi lokubikezela lesikhangiso sakho linolwazi oluhlobene.

Uhlobo lokufanisa

Izinhlobo zokufanisa ku-Adwords zivumela abakhangisi ukuthi balawule indlela abasebenzisa ngayo imali futhi bafinyelele izethameli ezihlosiwe. Izinhlobo zokufanisa zisetshenziswa cishe kuzo zonke izikhangiso ezikhokhelwayo ku-inthanethi, kuhlanganise ne-Yahoo!, Microsoft, kanye ne-Bing. Uhlobo lokufanisa lunembe kakhulu, izinga lokuguqulwa eliphezulu kanye nembuyiselo ekutshalweni kwezimali. Nokho, ukufinyelela kwezikhangiso ezisebenzisa amagama angukhiye afanayo kuncane.

Ukuze uqonde ukuthi ungafanisa kanjani kahle amagama akho angukhiye omkhankaso wakho, qala ubheke imibiko yetemu lokusesha. Le mibiko ikubonisa ukuthi yimaphi amagama abantu abaseshayo ngaphambi kokuchofoza esikhangisweni sakho. Le mibiko iphinde ibale “uhlobo lokufanisa” kuthemu ngalinye lokusesha. Lokhu kukuvumela ukuthi wenze izinguquko futhi ulungiselele amagama angukhiye asebenza kahle kakhulu. Futhi, ingakusiza ukuthi ubone amagama angukhiye angemuhle futhi uwasuse emkhankasweni wakho.

Ukukhetha uhlobo lokufanisa kuyingxenye ebalulekile yokuthuthukisa umkhankaso wakho we-AdWords. Kufanele ucabangele ngokucophelela imigomo yomkhankaso wakho kanye nesabelomali osibekele umkhankaso. Kufanele futhi ucabangele izimfanelo zesikhangiso sakho futhi usenze ngokugcwele ngokuvumelana nazo. Uma ungaqiniseki ukuthi yiluphi uhlobo lokufanisa okufanele ulusebenzise, ungabonisana nochwepheshe.

Uhlobo lokufanisa oluzenzakalelayo ku-Adwords lufana kakhulu, okusho ukuthi izikhangiso zizovela ekusesheni amagama nemishwana efana neyakho. Le nketho futhi ikuvumela ukuthi ufake amagama afanayo futhi uvale ukwahluka kwegama lakho elingukhiye ezikhangisweni zakho. Lokhu kusho ukuthi uzothola okuvelayo okwengeziwe, kodwa uzothola ithrafikhi ephansi.

Ngaphandle kwesilinganiso esibanzi, ungaphinda ukhethe ukufanisa ibinzana. Ukufanisa imisho kuzokuvumela ukuthi uqondise izethameli ezincane, okusho ukuthi isikhangiso sakho sizovela oseshweni oluhlobene kakhulu. Ngokungqubuzanayo, ukufana okubanzi kungakhiqiza izikhangiso ezingahlobene nokuqukethwe kuwebhusayithi yakho.

Umlando we-akhawunti ye-Adwords

Ukuze uqonde ukuthi umkhankaso wakho we-Adwords ushintshe kanjani, kuyasiza ukuba nomlando we-akhawunti. I-Google inikeza lesi sici kubasebenzisi bayo, ukuze ubone ukuthi yini eshintshile futhi nini. Umlando woshintsho ungasiza futhi ukuhlonza isizathu soshintsho olusheshayo kumkhankaso wakho. Nokho, ayithathi indawo yezaziso ezikhethekile.

Ithuluzi lomlando wokushintsha le-AdWords litholakala kokuthi Amathuluzi & Ithebhu Yokuhlaziya. Uma usuyifakile, chofoza “Shintsha Umlando” ukuze ubuke zonke izinguquko ezenziwe ku-akhawunti yakho. Bese, khetha isikhathi esibekelwe. Ungakhetha usuku noma isonto, noma khetha ibanga ledethi.

Ukukhomba kabusha

Ukukhomba kabusha kungasetshenziselwa ukukhomba abasebenzisi ngokusekelwe ezenzweni zabo kuwebhusayithi yakho. Ngokwesibonelo, ungakhomba izivakashi ezibuke isikhangiso ekhasini lakho lasekhaya. Ungasebenzisa le nqubo ukuthumela izivakashi ekhasini lokubikezela elithuthukiselwe imikhiqizo noma amasevisi abawathandayo.. Ngokunjalo, ungaphinda uqondise abasebenzisi ngokusekelwe ekusebenzelaneni kwabo nama-imeyili akho. Abantu abavula futhi bachofoze izixhumanisi kuma-imeyili akho ngokuvamile banentshisekelo enkulu kumkhiqizo wakho kunalabo abangenawo.

Isihluthulelo sokuphinda ukhombe ngempumelelo ukuqonda ukuthi izethameli zakho zenziwa kanjani. Ngokuqonda izici zezivakashi zakho, ungakhomba amaqembu athile ngezikhangiso ze-Adwords. Lezi zikhangiso zizovela kumawebhusayithi kuyo yonke Inethiwekhi Yokubonisa ye-Google, okukuvumela ukuthi ufinyelele abantu abaningi. Ngokwesibonelo, uma iwebhusayithi yakho inakekela izingane, ungakha ingxenye yezibalo futhi usebenzise leyo ukuze uqondise izikhangiso ezikhonjwe kabusha kumawebhusayithi ezingane.

Izikhangiso zokuphinda ziqondiswe zingasebenzisa amakhukhi ukulandelela indawo yesivakashi esisha. Lolu lwazi luqoqwa inkundla yokukhomba kabusha ye-Google. Ingase futhi isebenzise ulwazi olungaziwa mayelana nemikhuba yokuphequlula yezivakashi zangaphambili ukuze ibonise izikhangiso ezihlobene nemikhiqizo umsebenzisi ayibukile..

Enye indlela yokusebenzisa ukukhomba kabusha ingosi yezokuxhumana. I-Facebook ne-Twitter yizinkundla zokuxhumana ezimbili ezidumile zalokhu. I-Facebook iyithuluzi elihle lokukhiqiza umthofu nokukhulisa. I-Twitter isiphelile 75% yabasebenzisi bayo kumadivayisi eselula, ngakho qiniseka ukuthi wenza izikhangiso zakho zisebenziseke kumaselula. Ukuphinda uqondise nge-Adwords kuyindlela enamandla yokubamba ukunaka kwezithameli zakho futhi uziguqule zibe amakhasimende.

Uma ungumkhiqizo we-SaaS noma inkampani ye-SaaS, khona-ke i-Adwords ingaba yindlela enhle yokushayela ukukhula. I-Adwords ikuvumela ukuthi udale imikhankaso yesikhangiso yomkhiqizo noma isevisi yakho, futhi ungakwazi kalula ukudala umkhankaso ngamaminithi. Ungabe usuyihambisa ukuze ibuyekezwe, futhi isikhangiso sakho singaba bukhoma ezinsukwini ezimbalwa. Noma ungaqasha i-ejensi ye-PPC echwepheshile ukuthuthukisa umkhankaso wesikhangiso webhizinisi lakho ozothuthukisa ukukhula. Bazokubhalela neziphakamiso zamahhala.

Amagama angukhiye anevolumu yokusesha ephezulu

Lapho ufuna ukukhomba izethameli eziningi, uzofuna ukucabangela igama elingukhiye elinevolumu yokusesha ephezulu. Igama elingukhiye elibanzi lizokusiza ukuthi uthole ukuchayeka okwengeziwe futhi uthumele ithrafikhi eyengeziwe kuwebhusayithi yakho. Nokho, qaphela ukuthi izinjini zokusesha azihlali zinembile. Lokhu kusho ukuthi igama elingukhiye levolumu yokusesha ephezulu lizoba nokuncintisana okuningi ngakho-ke, ibhidi ephakanyisiwe ingaba phezulu. Yingakho kubalulekile ukuthola igama elingukhiye elingaqhudelani kakhulu futhi elingeke lidle ingxenye enkulu yesabelomali sakho.

Ngenhlanhla, kunezindlela ezimbalwa zokuthola amagama angukhiye anevolumu yokusesha ephezulu. Okokuqala, ungabheka imiqulu yosesho yanyanga zonke. Amanye amagama angukhiye ane-spike enkulu kuvolumu yosesho phakathi kuka-Okthoba noDisemba. Ezinye izinyanga zingase zibe nevolumu yokusesha ephansi. Lokhu kusho ukuthi udinga ukuhlela okuqukethwe kwakho ngendlela efanele unyaka wonke. Enye indlela yokuthola amagama angukhiye anevolumu yokusesha ephezulu ukusebenzisa idatha ye-Google Trends noma idatha ye-Clickstream ukuze unqume ukuthandwa kwawo.

Uma usuwazi ukuthi yimaphi amagama angukhiye aphezulu ngevolumu yokusesha, ungaqala ukuzihlolela ukuhambisana kwazo. Igama elingukhiye levolumu yokusesha ephezulu linamathuba aphezulu okukhiqiza ithrafikhi, kuyilapho igama elingukhiye levolumu ephansi lizothola ithrafikhi encane. Ngokufanelekile, amagama akho angukhiye kufanele aqondiswe ezinhlotsheni zabantu abafuna umkhiqizo noma isevisi yakho ethile. Ngale ndlela, ungaqinisekisa ukuthi isikhangiso sakho sizoheha izethameli ezifanele.

Ngaphezu kwevolumu yokusesha ephezulu, kufanele futhi ucabangele ukuncintisana kwegama elingukhiye. Amagama angukhiye anevolumu yokusesha ephansi kulula ukuwakala futhi abe nomncintiswano ophansi. Lokhu kubalulekile uma ufuna ukuheha inqwaba yezivakashi ezintsha. Kuyafaneleka futhi ukucabangela iqiniso lokuthi amagama angukhiye wevolumu yokusesha ephezulu azodinga isikhathi esiningi nomzamo ukuze afinyelele amazinga aphezulu.

I-Moz Keyword Explorer iyithuluzi elihle ongalisebenzisa ukuhlola ukuncintisana kwamagama angukhiye. Kumahhala ukuyisebenzisa futhi iza ne-Moz Pro suite. Uma ufuna ithuluzi lokuhlaziya igama elingukhiye elithuthukile, lokhu kungase kube inketho engcono kakhulu kuwe. Inikeza inkomba enembile yokuthi igama elingukhiye lincintisana kangakanani futhi iphakamisa amanye amagama angukhiye afanelekile. Iphinde ibonise igunya lesizinda kanye nezikolo zegunya lekhasi zamagama angukhiye wevolumu ephezulu.

Ukulinganisa okubanzi kukuvumela ukuthi ufinyelele izethameli ezibanzi kakhulu

Uma kukhulunywa ngamagama angukhiye ku-Google Adwords, ukufana okubanzi ukulungiselelwa okuzenzakalelayo. Lokhu kukuvumela ukuthi ufinyelele izethameli ezibanzi ngangokunokwenzeka. Nokho, inkinga ngomdlalo obanzi ukuthi awukwazi ukukhomba izethameli zakho. Ngaphezu kwalokho, kungamosha okuningi kwesabelomali sakho.

Ukuze unciphise izethameli zakho, ungasebenzisa ukufanisa amagama. Le nketho izokuvumela ukuthi usebenzise ukuhlukahluka okuningi kwamagama akho angukhiye, njengokuhluka okuseduze kwegama lakho elingukhiye eliyinhloko noma umushwana oza ngaphambi noma ngemva komusho wakho. Lesi silungiselelo sizophinda sisuse amathuba okuthi izikhangiso zivele kumagama osesho angabalulekile.

Okunye okucatshangelwayo okubalulekile uma kufikwa ekufanisweni kwegama elingukhiye ukuthi zingaki izinhlobo zegama elingukhiye ezizovela ezikhangisweni. Ukufanisa okubanzi ukulungiselelwa okuzenzakalelayo ku-Google Adwords futhi kuzobonisa izikhangiso zakho kukho konke ukuhlukahluka kwebinzana elingukhiye. Lolu hlobo lokufanisa amagama angukhiye luzomosha imali eningi ngokucupha izikhangiso zomqondo ofanayo kanye nokungapeli kahle kahle, okungahlosiwe. Ukufanisa okubanzi nakho kungenye yezilungiselelo ezidume kakhulu zokufanisa amagama angukhiye. Ikunikeza ukufinyelela okukhulu kakhulu, kodwa kungaba nomthelela ongemuhle izinga lakho lokuchofoza.

Enye inzuzo yomdlalo obanzi ukuthi ayinayo ukuncintisana kunomdlalo omncane. Amagama angukhiye wokufanisa abanzi nawo awacacile kakhulu, okusho ukuthi bangakwazi ukufinyelela abantu abangazidingi izinsiza zakho. Ngokwesibonelo, uma ungumnikazi wenkampani ecwaninga ama-digital marketing, ungase ulinganisele igama elingukhiye lomdlalo obanzi “ukumaketha kwedijithali.” Lokhu kuzovumela izikhangiso zakho ukuthi zifinyelele abantu abafuna amavidiyo namasofthiwe okuthengisa ngedijithali.

Ukuqonda amagama angukhiye afanayo kuzokongela imali futhi kukusize uzulazule kumafayela osizo. Amagama angukhiye wokufanisa okubanzi ngokuvamile awaqondisiwe kancane futhi anezikolo zekhwalithi ephansi, kodwa baletha inani eliphakeme kakhulu lethrafikhi. Amagama angukhiye wokufanisa okubanzi awacacisi kangako, kodwa futhi bangase babe ne-CPC ephansi. Ukuze uthole okuningi ngemali yakho, sebenzisa isu elibanzi lokufanisa igama elingukhiye elihlanganisa amagama amahle nebinzana noma igama elingukhiye lokufanisa ncamashi.

Ukulinganisa okubanzi kuyisinqumo esingcono kakhulu uma ufuna ukufinyelela izethameli ezibanzi kakhulu. Akuthathi isikhathi eside ukusetha futhi kungashintshwa ngaphandle kokuphazamiseka kwedatha. Ngaphezu kwalokho, ikunika ithuba elengeziwe lokufinyelela izethameli ezahlukene.

Izindleko ngokuchofoza ngakunye

Izindleko ngokuchofoza ngakunye kwezikhangiso ze-Adwords zingahluka kakhulu kuye ngomkhakha wakho. Ngamagama angukhiye amaningi, uzokhokha $1 ku $2 ngokuchofoza ngakunye. Nokho, Ama-CPC angaba phezulu kakhulu ezimbonini ezithile, njengezinkonzo zomthetho. Ngokwesibonelo, izindleko ngokuchofoza ngakunye kwezinsizakalo zomthetho zingafinyelela ku $50 ngokuchofoza ngakunye, kuyilapho izindleko zokuhamba nezokungenisa izihambi ziphansi njenge $0.30. Nokho, kuhlala kungcono ukuthi ucabangele i-ROI yakho ngaphambi kokufaka umkhankaso we-Adwords.

Kwabakhangisi, izindleko ngokuchofoza ngakunye kwe-Adwords zinqunywa uhlobo lomkhiqizo noma isevisi oyinikezayo. Uma uthengisa a $15 umkhiqizo we-e-commerce, khona-ke bekungeke kube nengqondo ukukhokha $20 ngokuchofoza ngakunye. Nokho, uma uthengisa a $5,000 isevisi, izindleko ngokuchofoza ngakunye kwesikhangiso sakho zingaba phezulu njenge $50 ngokuchofoza ngakunye.

Izindleko ngokuchofoza ngakunye kwe-Adwords iphesenti lemali engenayo etholakala ngokuchofoza ngakunye. Iyahlukahluka kuye ngohlobo lomkhiqizo okhangiswayo kanye nekhadi lesilinganiso lomshicileli. Ngenjwayelo, umkhiqizo ubaluleke kakhulu, ziphakeme izindleko ngokuchofoza ngakunye. Kungenzeka ukuxoxisana ngenani eliphansi nomshicileli wakho, ikakhulukazi uma usebenza ngenkontileka yesikhathi eside.

I-Adwords ikuvumela ukuthi usebenzise amamodeli ahlukene wokubhida, okuhlanganisa ukulandelela ukuguqulwa okuguquguqukayo kanye nokubhida kwe-CPC. Noma iyiphi imodeli yokubhida oyikhethayo izoncika kuwo wonke amagoli akho omkhankaso. Ukusebenzisa ukubhida kwe-CPC ezikhangisweni zakho kungakhuphula ukuguqulwa kwakho, kuyilapho ukulandelela ukuguqulwa okuguquguqukayo kungathuthukisa okuvelayo kwakho.

Izindleko ngokuchofoza ngakunye kwe-Adwords azilungisiwe, futhi izitayela ziyashintsha ngokuhamba kwesikhathi. Idatha yakamuva iyatholakala kwa-SECockpit. Kumadivayisi eselula, inani le-CPC liboniswa kukholamu ebizwa “I-CPC emaphakathi”. I-Google ithi le kholomu inembe kakhulu kunethuluzi legama elingukhiye elidala, ngakho-ke amanani e-CPC angase ahluke kancane ku-SECockpit.

Ngenkathi i-CPC ephezulu isho ukuthi ukhokha kakhulu ngokuchofoza ngakunye, kungase futhi kusho ukuthi isikhangiso sakho asihambisani nezethameli zakho futhi udinga ukushintsha isu lakho lokukhomba. Ngokuphambene, i-CPC ephansi isho ukuthi uthola ukuchofoza okuningi kubhajethi yakho. Kuye ngezinhloso zenkampani yakho, ungalungisa i-CPC yakho ngokusekelwe ekubuyiseleni kwakho ekutshaleni imali.

Isikolo sekhwalithi

I-Adwords’ Umphumela Wekhwalithi uyisici esibalulekile ekunqumeni ukubekwa kwezikhangiso zakho kanye nezindleko ngokuchofoza ngakunye (CPC) ukuthi uzokhokha. Amaphuzu aphezulu asho ukuthi izikhangiso zakho kungenzeka zihehe ithrafikhi yekhwalithi futhi ziguqule kahle. Kunezici ezimbalwa ezithinta lesi sikolo. Ngenkathi i-CTR ingenye ebaluleke kakhulu, kukhona nabanye abaningi okufanele bacatshangelwe futhi.

Imiphumela yekhwalithi yesikhangiso sakho iwukubonakaliswa kwewebhusayithi yakho kanye nezinhlobo zezikhangiso ozidlalayo. Ukuba nemiphumela yekhwalithi ephezulu kuzosho ukuthi izikhangiso zakho zibalulekile futhi ziwusizo kubabukeli bakho. Ukwandisa isikolo sakho sekhwalithi kuzokusiza ukuthi ukhuphule izinga lesikhangiso sakho.

Izikhangiso ezinekhwalithi ephezulu zizoboniswa phezulu emakhasini enjini yokusesha. Ngaphezu kwalokho, isikolo sekhwalithi ephezulu singaholela ezingeni eliphezulu lesikhangiso, ukwenza isikhangiso sakho sibonakale kakhulu kuzithameli zakho ozihlosile. Lokhu kungaholela ezindlekweni eziphansi ngokuchofoza ngakunye kanye nempumelelo yomkhankaso ephakeme.

Ukuze uthuthukise Ikhwalithi Yekhwalithi yesikhangiso sakho, qiniseka ukuthi ikhophi yakho ihambisana namagama akho angukhiye. Ikhophi yesikhangiso engabalulekile ingase ibonakale njengedukisa abasebenzisi. Ngokufanelekile, ikhophi yesikhangiso kufanele ihambisane futhi ihehe, ngaphandle kokuphambukela kude kakhulu nethrekhi. Ngaphezu kwalokho, kufanele izungezwe umbhalo ofanele ofana namagama angukhiye. Ngokwenza lokhu, uzokwazi ukuqinisekisa ukuthi isikhangiso sithola ukuchofoza okuhlobene kakhulu ngangokunokwenzeka.

Ikhwalithi Yekhwalithi Yesikhangiso sakho ingenye yezinto ezibaluleke kakhulu ekunqumeni ukubekwa kwesikhangiso sakho emiphumeleni yosesho.. Lesi silinganiso sisekelwe ezintweni ezimbalwa, kuhlanganise nombhalo wesikhangiso sakho, ukulingana kwegama elingukhiye, kanye nokuhambisana kwekhasi lokufika. Uma isikhangiso sakho sithola Umphumela Wekhwalithi ephezulu, kufanele ivele ekhasini lesibili noma lesithathu lemiphumela yosesho.

Amakhasi okufika nawo adlala indima ebalulekile ekuguquleni. Ikhasi lokufika elintula isikhala esimhlophe futhi elimatasa kakhulu ngemibala lingase liholele ezivakashini ezishiya ikhasi. Ukuze kuthuthukiswe amazinga okuguqulwa, ikhasi lakho lokufika kufanele libe lifushane, i-laser-igxile, futhi ngaphandle kokuphazamiseka okuningi.

I-Adwords iyithuluzi elinamandla lokuthuthukisa iwebhusayithi yakho. Ingashayela izinkulungwane zezivakashi ezintsha kusayithi lakho ngendaba yamaminithi. Nokho, kubalulekile ukukhetha amagama angukhiye alungile kanye nezinhlobo zokufanisa. Ake sibheke amanye amathiphu ongawasebenzisa ukuze uthuthukise umkhankaso wakho. Ngokwesibonelo, uma ufuna ukuqasha onjiniyela abasha, ungasebenzisa ikhasi lokubikezela kanye nomkhankaso we-AdWords ukuze uqondise abantu abafuna onjiniyela.

Ucwaningo lwamagama angukhiye

Ucwaningo lwamagama angukhiye luyingxenye ebalulekile yokumaketha ku-inthanethi. Isiza ukukhomba izimakethe ezinenzuzo kanye nenhloso yokusesha ukuthuthukisa impumelelo yemikhankaso yokukhangisa ngokuchofoza okukodwa. Ukusebenzisa umakhi wesikhangiso we-Google AdWords, amabhizinisi angakhetha amagama angukhiye angcono kakhulu ukuze alungiselele izikhangiso zawo. Umgomo omkhulu uwukwenza imibono eqinile kubantu abafuna lokho abangakunikeza.

Isinyathelo sokuqala ocwaningweni lwamagama angukhiye ukwazi izethameli zakho. Kufanele unqume ukuthi hlobo luni lokuqukethwe izethameli zakho ezizolufuna nokuthi ziyisebenzisa kanjani i-inthanethi ukuze zenze izinqumo. Cabangela inhloso yabo yosesho, Ngokwesibonelo, okwenziwayo noma ulwazi. Futhi, hlola ukuhlobana kwamagama angukhiye ahlukene. Ngaphezu kwalokho, ungathola ukuthi amagama angukhiye athile ahlobene kakhulu nesayithi lakho kunamanye.

Ucwaningo lwamagama angukhiye lubalulekile ekunqumeni amagama alungile ongawasebenzisa ukukhuthaza iwebhusayithi yakho. Ucwaningo lwamagama angukhiye luzophinde lunikeze iziphakamiso zokuthuthukisa isayithi lakho. Kubalulekile futhi ukucabangela izithakazelo zakho ezihlosiwe kanye namaphuzu obuhlungu. Ngokuqonda izidingo zabo, uzokwazi ukwenza amasu asekelwe kulezo zidingo.

Isihleli segama elingukhiye le-AdWords ye-Google inezici eziningi zokukusiza ngocwaningo lwakho lwamagama angukhiye. Ingakusiza ukuthi udale izikhangiso futhi ukopishele iwebhusayithi yakho. Kumahhala ukusebenzisa futhi kudinga kuphela i-akhawunti ye-Google AdWords nesixhumanisi sayo. Kukusiza futhi ukuthi ubone amagama angukhiye amasha izethameli zakho ezizowafuna.

Ucwaningo lwamagama angukhiye lwe-Adwords lubandakanya ukwenza ucwaningo ngokuqukethwe izimbangi. Amagama angukhiye angaphezu kwegama elilodwa; zingaba imishwana noma inhlanganisela yamagama. Lapho udala okuqukethwe kwesayithi lakho, zama ukusebenzisa amagama angukhiye anomsila omude. Amagama angukhiye anomsila omude azokusiza ukuthi uthole ithrafikhi eqondisiwe inyanga nenyanga. Ukuze uthole ukuthi igama elingukhiye libalulekile, ungabheka ivolumu yosesho kanye ne-Google Trends.

Ibhidi kumagama angukhiye anophawu lokuhweba

Ukubhida kumagama angukhiye anophawu lwentengiso ku-AdWords yinkinga yezomthetho. Kuya ngezwe ophokophele kulo, imigomo ephawuliwe ingaba semthethweni embhalweni wesikhangiso. Ngenjwayelo, amagama angukhiye anophawu lokuhweba kufanele agwenywe, kodwa kukhona okuhlukile. Amawebhusayithi olwazi nabadayisi bangase bakwazi ukusebenzisa lawa magama angukhiye.

Okokuqala, kufanele ucabangele izintshisekelo zakho zebhizinisi. Ngokwesibonelo, ingabe uzimisele ngempela ukunikeza izimbangi zakho inzuzo engafanele? Uma kunjalo, akufanele ubhide kwabancintisana nabo’ amagama angukhiye anophawu lokuhweba. Ukwenza kanjalo kungaholela ecaleni lokuphulwa kophawu lwentengiso. Kuzokwenza futhi kubukeke sengathi izimbangi zakho zifuna lawo magama angukhiye.

Uma oqhudelana naye esebenzisa uphawu lokuhweba kumagama akho angukhiye, ungafaka isikhalazo ku-Google. Kodwa, kufanele uhlale ukhumbula ukuthi isikhangiso sombangi wakho sizohlushwa isikhalazo sakho, okuzokwehlisa isikolo sakho sekhwalithi futhi kukhuphule izindleko zakho ngokuchofoza ngakunye. Okubi kakhulu, oqhudelana naye angase angaboni nakancane ukuthi abhida ngemibandela yophawu lokuhweba. Ngaleso sizathu, bangase bazimisele kakhulu ukwamukela igama elingukhiye eliphikisayo esikhundleni salokho.

Akuvamile ukubona igama lomkhiqizo womuntu oncintisana naye livela esikhangisweni sakho. Ukubhida egameni lomkhiqizo wabo nakho kuyisu elisebenzayo uma ufuna ukukhomba imakethe yabo. Lokhu kuzokusiza ukwandisa ukubonakala komkhiqizo wakho futhi uthuthukise ukuthengisa kwakho. Uma igama elingukhiye lombangi wakho lidumile, ungakhetha ukubhida ngaleso sikhathi. Indlela engcono kakhulu yokuqinisekisa ukuthi izikhangiso zakho zibonwa izethameli zakho ukugqamisa isiphakamiso sakho esiyingqayizivele sokuthengisa (USP).

Izinga lokuchofoza

Uma uqhuba umkhankaso we-AdWords oyimpumelelo, ufuna ukwazi ukukala inani labantu abachofoza esikhangisweni sakho. Lesi sibalo siwusizo ekuhloleni izikhangiso zakho nokuzilungisa kabusha uma kudingeka. Ungakwazi futhi ukukala ukusebenza komkhankaso wakho ngokulandelela ukuthi bangaki abantu abalanda okuqukethwe kwakho. Izinga eliphezulu lokulanda liwuphawu lwenzalo ephezulu, okusho ukuthi kungenzeka ukuthengisa okwengeziwe.

Izinga elimaphakathi lokuchofoza ku-Google Ads (I-CTR) kuyinto 1.91% kunethiwekhi yosesho, futhi 0.35% kunethiwekhi yesibonisi. Ukuze imikhankaso yezikhangiso ikhiqize imbuyiselo engcono kakhulu ekutshalweni kwezimali, udinga i-CTR ephezulu. Kubalulekile ukukhumbula ukuthi i-AdWords CTR yakho ibalwa ngokuhlukanisa inani lokuvelayo ngenombolo yokuchofoza. Ngokwesibonelo, i-CTR ye 5% kusho ukuthi abantu abahlanu bachofoza kukho konke 100 okuvelayo kwezikhangiso. I-CTR yesikhangiso ngasinye, uhlu, noma igama elingukhiye lihlukile.

Izinga lokuchofoza liyimethrikhi ebalulekile ngoba lithinta ngqo Umphumela Wekhwalithi yakho. Ngenjwayelo, I-CTR yakho kufanele okungenani ibe 2%. Nokho, eminye imikhankaso izokwenza kangcono kuneminye. Uma i-CTR yakho inkulu kunalena, kufanele ucabangele ezinye izici ezithinta ukusebenza komkhankaso wakho.

I-CTR yomkhankaso we-Google AdWords incike ezintweni eziningi. Kubalulekile ukuqaphela ukuthi i-CTR ephansi izodonsela phansi Isilinganiso Sekhwalithi yesikhangiso sakho, ezithinta ukubekwa kwayo esikhathini esizayo. Ngaphezu kwalokho, ama-CTR aphansi akhombisa ukuntula ukuhambisana nesibukeli sesikhangiso.

I-CTR ephezulu isho ukuthi amaphesenti amakhulu abantu ababona isikhangiso sakho bayachofoza kuso. Ukuba nezinga eliphezulu lokuchofoza kukusiza ukuthi ukhulise ukubonakala kwesikhangiso sakho, futhi kwandisa amathuba okuguqulwa.

Ikhasi lokufika

Ikhasi lokufika liyingxenye ebaluleke kakhulu yomkhankaso we-Adwords. Kufanele iqukathe amagama angukhiye owaqondisayo futhi kube lula ukuyifunda. Kufanele futhi iqukathe incazelo nesihloko, okufanele kwakhe amazwibela okusesha. Lokhu kuzokusiza ukuthi uthole ukuchofoza okwengeziwe futhi kwandise ukuguqulwa.

Abantu abachofoza izikhangiso bafuna ukwazi okwengeziwe ngomkhiqizo noma isevisi ephromothiweyo. Kuyakhohlisa ukuthumela abantu emakhasini ahlukene noma okuqukethwe okungahambisani nosesho lwabo. Ngaphezu kwalokho, kungakwenza uvinjelwe ezinjinini zokusesha. Ngokwesibonelo, isikhangiso sesibhengezo esikhuthaza umbiko wokuncipha kwesisindo samahhala akufanele siqondise kabusha kusayithi elithengisa isaphulelo sikagesi. Ngakho, kubalulekile ukunikeza okuqukethwe okugxile kakhulu ekhasini lokufika.

Ngaphezu kokuguqula izivakashi zibe amakhasimende, ikhasi lokubikezela linikela kumphumela wekhwalithi ephezulu weqembu lesikhangiso noma igama elingukhiye. Ukuphakama kwekhasi lakho lokubikezela imiphumela, kulapho isikolo sakho sekhwalithi siphezulu futhi kwenza umkhankaso wakho we-AdWords usebenze kangcono. Ngakho-ke, ikhasi lokufika liyingxenye ebalulekile yanoma yiliphi isu lokumaketha.

Ukudala ikhasi lokubikezela elithuthukiselwe i-AdWords isinyathelo esibalulekile sokwandisa ukuguqulwa. Ngokuhlanganisa isigelekeqe senhloso yokuphuma, ungathwebula amakheli e-imeyili abasebenzisi abashiya isayithi lakho ngaphandle kokuthenga. Uma lokhu kwenzeka, ungasebenzisa le-pop-up ukuze uphinde ubabandakanye ngokuhamba kwesikhathi.

Esinye isici esibalulekile sekhasi lokufika le-Adwords umlayezo walo. Ikhophi kufanele ifane namagama angukhiye, umbhalo wesikhangiso, kanye nombuzo wosesho. Kufanele futhi kube nokubizelwa esenzweni okucacile.

Ukulandelela ukuguqulwa

Ukusetha ukulandelela ukuguqulwa kwe-Adwords kulula. Okokuqala, kufanele uchaze ukuguqulwa ofuna ukukulandela. Lokhu kuguqulwa kufanele kuhlobane nesenzo esithile esithathwa ngumsebenzisi kuwebhusayithi yakho. Izibonelo zifaka ukuhambisa ifomu lokuxhumana noma ukulanda i-ebook yamahhala. Uma iwebhusayithi yakho iyisizinda se-ecommerce, ungachaza noma yisiphi isenzo esiholela ekuthengeni. Bese ungasetha ikhodi yokulandelela yaleso senzo.

Ukulandelela ukuguqulwa kudinga amakhodi amabili: i-Global Site Tag kanye nekhodi yokuguqula. Ikhodi yokuqala ingeyokuguqulwa kwewebhusayithi, kanti eyesibili ingeyezingcingo. Ikhodi kufanele ibekwe kuwo wonke amakhasi ukuze ilandelelwe. Ngokwesibonelo, uma isivakashi sichofoza inombolo yakho yocingo, ikhodi izolandelela ukuguqulwa futhi ibonise imininingwane.

Ukulandelela ukuguqulwa kuwusizo ngenxa yezizathu ezimbalwa. Ingakusiza uqonde i-ROI yakho futhi wenze izinqumo ezingcono mayelana nemali oyisebenzisayo izikhangiso. Ukwengeza, ingakusiza ukuthi usebenzise amasu Okubhida Okuhlakaniphile, elungiselela ngokuzenzakalelayo imikhankaso yakho ngokusekelwe kudatha ye-cross-device kanye ne-cross-browser. Uma usumise ukulandelela ukuguqulwa, ungaqala ukuhlaziya idatha yakho ngokuhlaziya ukusebenza kwezikhangiso nemikhankaso yakho.

Ukulandelela ukuguqulwa kwe-AdWords kukuvumela ukuthi wenze ukuguqulwa kwekhredithi ngesikhathi esithile, okungaba usuku noma inyanga. Lokhu kusho ukuthi uma othile echofoza esikhangisweni sakho futhi athenge okuthile ezinsukwini ezingamashumi amathathu zokuqala, isikhangiso sizofakwa kulokho okwenziwayo.

Ukulandelela ukuguqulwa kwe-AdWords kusebenza ngokuhlanganisa i-Google Analytics ne-AdWords. Ikhodi yokulandelela yokuguqulwa ingasetshenziswa ngokuqondile ngesilungiselelo sombhalo noma nge-Google Tag Manager.

Uma usebhizinisini lokuqasha onjiniyela, ikhasi lokufika kanye nomkhankaso we-Adwords izindlela ezimbili ezinhle zokuthola abafake izicelo abasha. Ngaphezu kwegama elingukhiye ngokwalo, qiniseka ukuthi uhlobo lokufanisa lufanelekile. Ukuze uthole ukuthi izethameli zakho ezihlosiwe zifunani, yenza ukusesha kwesayithi kanye ne-Google Analytics. Lawa mathuluzi azokuvumela ukuthi uthole ukuthi yimaphi amagama angukhiye izivakashi zakho eziwaseshayo. Bese, sebenzisa lawa magama angukhiye kumkhankaso wakho we-AdWords ukuze uhehe abafake izicelo abasha.

Ukumaketha kabusha

Ukumaketha kabusha nge-Adwords kuyithuluzi lokumaketha elinamandla elingakusiza ukuthi umakethe kabusha kumakhasimende ake avakashela iwebhusayithi yakho ngaphambilini.. Umaka wokumaketha kabusha ikhodi oyingeza kuwebhusayithi yakho ukuze uvumele i-adwords ukuthi iqondise izivakashi zakho ngezikhangiso ezifanayo.. Ngokuvamile, le khodi yengezwe ngaphansi kwewebhusayithi futhi ikuvumela ukuthi uqondise abantu abavakashele isayithi lakho. Kufanele ufake le khodi kuwo wonke amakhasi ewebhu ofuna ukumaketha kabusha kuwo.

Ukumaketha kabusha nge-Adwords kuyindlela enamandla yokufinyelela ezivakashini ezedlule kuwebhusayithi yakho futhi uzibuyisele kuwebhusayithi yakho.. Le ndlela ikuvumela ukuthi uthumele izikhangiso ezifanele ezivakashini zangaphambilini, okuzobabuyisela kuwebhusayithi yakho. Lokhu kukuvumela ukuthi uguqule lezi zivakashi ezedlule zibe izithengiso nemikhondo. Ngaphezu kwalokho, ikuvumela ukuthi uqondise amaqembu ezithameli akhethekile. Ungafunda kabanzi mayelana nokumaketha kabusha nge-Adwords kule infographic evela ku-Google.

Ukusebenzisa ukumaketha kabusha nge-AdWords kusebenza kahle uma ufuna ukukhomba izethameli ezithile. Ngesici sokumaketha kabusha, ungaqondisa izethameli zakho ngokusekelwe ekuziphatheni kwazo nasekuthandeni kwazo. Ngokwesibonelo, ungaqondisa abantu abebefuna izicathulo ezisemthethweni kanti umuntu osesha izicathulo ezijwayelekile uzoboniswa isikhangiso sezicathulo ezijwayelekile.. Le mikhankaso yokumaketha kabusha ijwayele ukuba namazinga aphezulu okuguqulwa, okusho ukuthi i-ROI ephakeme.

Amagama angukhiye angalungile

Uma ufuna ukukhangisa kwakho kudonse ukunaka kwezithameli ezifanele, kufanele usebenzise amagama angukhiye aphikisayo. Ngale ndlela, ungaqinisekisa ukuthi izikhangiso zakho azikhonjiswa ekusesheni okungabalulekile. Kuyindlela enhle yokwandisa inzuzo yakho ekutshaleni imali (I-ROI) futhi unciphise ukusetshenziswa kwezikhangiso okumoshiwe. Nawa amanye amathiphu okusebenzisa amagama angukhiye angalungile. Ungaphinda ubukele le vidiyo ukuze ubone ukuthi ungazisebenzisa kanjani. Le vidiyo izobonisa indlela yokuthola nokusebenzisa amagama angukhiye angalungile.

Into yokuqala okufanele uyenze ukuthola ukuthi yini ukusesha abantu abakwenzayo kusayithi lakho, bese wengeza amagama angukhiye aphikisayo kule mibuzo. Ungakwenza lokhu ngokusebenzisa i-Analytics ne-AdWords. Uma usunalawa magama angukhiye amabi, ungawafaka kusihleli se-AdWords njengamagama angukhiye aphikisanayo. Ungakwazi futhi ukwengeza amagama angukhiye aphikisayo emaqenjini athile ezikhangiso. Qiniseka ukuthi usebenzisa uhlobo lokufanisa ibinzana lapho wengeza amagama angukhiye aphikisayo kumkhankaso wakho.

Kufanele futhi ufake ukuhlukahluka kobuningi bamagama akho angukhiye aphikisayo. Ukungapelwa kahle kugcwele emibuzweni yosesho, ngakho-ke kufaka phakathi izinguqulo zobuningi zamagama akho angukhiye angalungile kuzoqinisekisa uhlu olunembe kakhudlwana. Ngokusebenzisa amagama angukhiye aphikisayo eqenjini lakho lesikhangiso, uzokwazi ukuthuthukisa i-CTR yakho (izinga lokuchofoza). Lokhu kungaholela ezikhundleni ezingcono zezikhangiso kanye nezindleko eziphansi ngokuchofoza ngakunye. Nokho, kufanele usebenzise kuphela amagama angukhiye angalungile uma ehambisana ne-niche yakho.

Ukusebenzisa amagama angukhiye angalungile kuyinqubo edinga abasebenzi abaningi. Ngenkathi ingakhuphula i-ROI yakho, ayimahhala. Ngenkathi inqubo yokusebenzisa amagama angukhiye angalungile kumkhankaso wakho we-Adwords ingadla isikhathi, kuyafaneleka. Izophinde ithuthukise izikhangiso zakho futhi ikhulise i-ROAS yakho ne-CTR. Ungakhohlwa ukuqapha imikhankaso yakho masonto onke! Kufanele ugade imikhankaso yakho masonto onke futhi wengeze amagama angukhiye amasha noma nini uma uwathola.

Ngemva kokungeza amagama angukhiye angalungile kumkhankaso wakho wokukhangisa, kufanele futhi ubheke ithebhu yakho yamagama okusesha. Le thebhu izokunikeza ulwazi olwengeziwe lwalokho abantu abakuseshayo. Lawa magama angukhiye angasetshenziswa ngokuhambisana namagama angukhiye angalungile ukuze uthole amazinga aphezulu okusesha. Ungakwazi ngisho nokwengeza usesho oluhlobene namagama akho angukhiye aphikisayo. Lezi kuyindlela enhle yokukhomba izethameli ezifanele zebhizinisi lakho. Uma ufuna ukuphumelela ku-Adwords, ungakhohlwa ukusebenzisa amagama angukhiye angalungile.

Izinketho zokubhida

Kunezinketho eziningi zokubhida zemikhankaso ye-Adwords. Ukubhida mathupha kuhle kubakhangisi abanesabelomali esilinganiselwe abafuna ukukhulisa ukuchayeka kwemikhiqizo yabo futhi bagxile ekuguquleni. Ukubhida okuqondiwe kuyinketho enhle kubakhangisi abafuna ukukhulisa ithrafikhi yabo nokuqwashisa ngomkhiqizo. Ububi balolu hlobo lwesu lokubhida ukuthi kungadla isikhathi futhi kungasebenzi njengokubhida okuzenzakalelayo. Noma kunjalo, kuseyinketho enhle kubakhangisi abafuna ukukhulisa ukuchayeka komkhiqizo nokwandisa ukuguqulwa.

Ukubhida mathupha kubandakanya ukulungisa amabhidi ngokwakho noma ukusetha amabhidi amaningi. Le ndlela isetshenziswa kangcono ngokulandelela ukuguqulwa futhi inikeza i-ROI ephezulu. Nokho, idinga ukuthi umsebenzisi azenzele izinqumo ngokwakhe. Ukubhida ngokwenza kungase kungasebenzi njengezinye izinketho zokubhida, ngakho-ke qiniseka ukuthi ufunda imigomo nemibandela ngaphambi kokukhetha le ndlela. Uma usukhethe inketho ekufanele kakhulu, ungaqala ukusebenzisa izinketho ezihlukahlukene zokubhida ze-Adwords.

I-Google inikeza izinketho ezimbalwa zokubhida ze-Adwords. Indlela ezenzakalelayo yaziwa ngokuthi i-Broad Match. Le ndlela ibonisa isikhangiso sakho kubantu abasesha igama elingukhiye olikhethile. Iphinde ibonise izikhangiso ezihambisana nomqondo ofanayo nosesho oluhlobene. Kuyisinqumo esihle sokukhangisa okunezindleko eziphansi, kodwa kungakubiza imali eningi. Ungaphinda ukhethe ukubhida ngemibandela enebhrendi, okuyilawo anegama lenkampani yakho noma igama lomkhiqizo eliyingqayizivele elinamathiselwe kuwo. Abathengisi abaningi bayaphikisana ngokuthi kufanele babhide ngale migomo noma cha, njengoba ukubhida ngamathemu ezinto eziphilayo kuvame ukubonakala njengokumosha imali.

Ukubhida okuzenzakalelayo kuyindlela ephumelela kakhulu yokulungisa amabhidi. Inzuzo yale nketho ukuthi ungakwazi ukuthuthukisa imikhankaso yakho ukuze ukhiqize inani eliphakeme kakhulu lokuchofoza. Ukubhida ngokwenza kudla isikhathi esiningi futhi kudinga ukuthi wenze izinguquko njalo. Ukubhida mathupha kuvumela ukulawula okukhulu nokwenza ngendlela oyifisayo amabhidi akho, futhi ivumela ukusetshenziswa kwezilaleli ezithile, indawo, kanye nezilungiselelo zosuku nehora. Ngenjwayelo, bangu 3 izinketho zokubhida zezikhangiso ze-Google: Ukubhida mathupha kanye nokubhida okuzenzakalelayo.

Ukwenza ibhajethi

Enye yezindlela eziphumelela kakhulu zokuthuthukisa iwebhusayithi nge-Adwords. Lolu hlelo lukuvumela ukuthi ufinyelele izethameli ezinkulu ezitholakala kuwebhu. Nokho, ukuhlela isabelomali se-Adwords kungaba nzima. Kufanele uqale uqonde ukuthi isebenza kanjani. Kuye ngezinjongo zebhizinisi lakho, ungasebenzisa inani elithile lemali ngokuchofoza ngakunye noma umbono. Ngale ndlela, ungaqiniseka ukuthi izikhangiso zakho zizothola ukuchayeka okubafanele.

Enye yezinto ezibaluleke kakhulu okufanele uzicabangele lapho wenza ibhajethi ye-Adwords ukugcina engqondweni i-ROI. Uma umkhankaso wakho ukhawulelwe ibhajethi yakho, uzogcina ungatholi ukuchofoza okuningi ngendlela obungathanda ngayo. Kuzodingeka ulinde uze ube nemali eyengeziwe ngaphambi kokwandisa ukukhangisa kwakho. Futhi, ungakhohlwa ukugcina iso kumathrendi. Ngokwesibonelo, uma unomkhiqizo othengisa kahle, maningi amathuba okuthi uthole ukuthengisa ngezinsuku ezithile noma izikhathi.

Kufanele futhi uqonde ukuthi isabelomali sakho sizohamba kuze kube manje. Uma uqondise izethameli ezincane, isabelomali sakho singashabalala ngokushesha. Esimweni esinjalo, uzodinga wehlise amabhidi akho ukuze uthole ukuchofoza okwengeziwe nama-CPA. Nokho, lokhu kuzokwehlisa isikhundla sakho esimaphakathi emiphumeleni yenjini yokusesha. Lokhu kuhle ngoba ukuguqulwa kwesimo kungasho ushintsho kumazinga okuguqulwa. Uma usebenzisa imali enkulu ku-Adwords, ingakhokha ekugcineni.

Nakuba abakhangisi abaningi abanolwazi basathembele ku-Google njengesiteshi esibalulekile, abakhangisi baphendukela kwezinye izinkundla ezifana ne-Facebook ne-Instagram ukuze bafinyelele amakhasimende amasha. Ukuncintisana kushubile, kodwa usazokwazi ukuncintisana nabafana abakhulu. Ngakho, isihluthulelo ukuthola amagama angukhiye alungile futhi usebenzise imali yakho ngokuhlakanipha. Lapho uhlela isabelomali sakho, ungakhohlwa ukunaka izici ezihlukene zomkhankaso wakho.

Lapho uhlela isabelomali sakho sansuku zonke, qiniseka ukuthi ufaka umkhawulo wokuthi uchitha malini ekukhangiseni kwe-Google. I-Adwords izobonisa a “Inqunyelwe Isabelomali” umlayezo wesimo ekhasini lesimo somkhankaso wakho. Eduze kwalo mlayezo, uzobona isithonjana segrafu yebha. Eduze kwayo, uzobona isabelomali sosuku ne-akhawunti oyabele lo mkhankaso. Bese, ungalungisa ibhajethi yakho njengoba kudingeka.

Kunezinhlobo eziningi ezahlukene zezikhangiso ongazibeka ku-Adwords. Lezi zinhlobo zezikhangiso zinezindleko ezihlukile kanye ne-CPC. Ukuqonda ukuthi lezi zici zisho ukuthini kuzokusiza ukhethe isikhangiso esingcono kakhulu ongasibeka. Uzofuna futhi ukwenza isiqiniseko sokuthi usebenzisa isikhangiso sekhwalithi ephezulu, okuyinto engcono kakhulu ibhizinisi lakho. Lesi yisihluthulelo sempumelelo! Kulesi sihloko, uzofunda ukuthi ungakhetha kanjani uhlaka lomkhankaso we-AdWords olungcono kakhulu lwewebhusayithi yakho.

Ukubhida

Isihluthulelo sokukhangisa okukhokhelwayo okuyimpumelelo ukuhlale uqapha futhi wenza ngcono umkhankaso wakho. Kubalulekile ukuqiniseka ukuthi uqondise amagama angukhiye alungile, ezihambisana kakhulu nebhizinisi lakho. Kufanele futhi ugade futhi ulungise umkhankaso wakho njalo, njengoba kudingeka, ukuze uthuthukise imiphumela yakho. Ngokusho kukaWeslee Clyde, i-inbound marketing strategist ne-New Breed, kubalulekile ukugxila kokuhlangenwe nakho kwekhasimende lakho, futhi ulungise isicelo sakho njengoba kudingeka.

Kunezindlela ezahlukahlukene zokuthuthukisa amabhidi akho, kusuka kumanuwali kuya kokuzenzakalelayo. Amasu amabhidi azenzakalelayo ahlose ukukhulisa ukusebenza kwesikhangiso sakho. Lokhu kufaka phakathi ukukhomba intengo efanele ngokuchofoza ngakunye, izindleko ngesenzo ngasinye, kanye nembuyiselo eqondiwe ekusetshenzisweni kwezikhangiso. Kodwa noma ngabe usebenzisa isu lokubhida elizenzakalelayo, kubalulekile ukukhumbula ukuthi i-Google isekela amabhidi ayo ekusebenzeni kwangaphambilini, ngakho-ke uzofuna ukulungisa izintengo zakho mathupha uma izehlakalo zakamuva noma izinguquko ebhizinisini lakho zikwenza kudingeke.

Izindleko ngokuchofoza ngakunye noma i-CPC, ngenye indlela eyaziwa ngokuthi i-PPC, ingenye yezindlela ezidume kakhulu nezisebenzayo zokubhida ku-Adwords yakwaGoogle. Le ndlela iphumelela kakhulu uma uqondise iqembu elithile lamakhasimende futhi ungalindeli ukuthola umthamo omkhulu wethrafikhi nsuku zonke.. Kodwa uma uhlela ukushayela umthamo omkhulu wethrafikhi, le ndlela akuyona inketho engcono kakhulu. Enye indlela yi-CPM noma izindleko nge-mille ngayinye. Izikhangiso ze-CPM ziboniswa kakhulu kumawebhusayithi ahlobene abonisa izikhangiso ze-AdSense.

I-CPC noma I-Enhance Cost Per Click enye indlela okufanele icatshangelwe. Le ndlela ihloselwe abakhangisi abangafuni ukuyeka ukulawula kwabo. Ngokubhida kwe-CPC okwenziwa ngesandla, ungasetha izinga le-CPC ngesandla futhi ngeke lidlule 30%. Ngokungafani nenketho yangaphambilini, I-ECPC ine-CPC ephezulu kune-CPC eyenziwa ngesandla, kodwa i-Google isazama ukugcina i-CPC emaphakathi ingaphansi kwebhidi ephezulu. Kungase futhi kukhuphule izinga lakho lokuguqulwa futhi kuthuthukise imali yakho engenayo.

Ngaphandle kwe-CPC, esinye isici esibalulekile sokukhangisa okukhokhelwayo ukubiza amagama angukhiye. Ibhidi iyinani ozimisele ukuyikhokha ngokuchofoza ngakunye. Nakuba ibhidi eliphezulu libalulekile, akuqinisekisi indawo ephezulu ekhasini lokuqala. I-algorithm ye-Google ibheka izici ezimbalwa lapho inquma izinga lesikhangiso sakho. I-algorithm yayo iphinde ibe nesici kumphumela wekhwalithi wamagama akho angukhiye. Ngenkathi ibhidi ephezulu kakhulu ngeke ikuqinisekise indawo ephezulu ku-SERP, nakanjani kuzothuthukisa ithuba lakho lokuthola ukuchofoza esikhangisweni sakho.

Isikolo sekhwalithi

Isikolo sekhwalithi (eyaziwa nangokuthi i-QS) kuyinto ebaluleke kakhulu okufanele icatshangelwe lapho usebenzisa umkhankaso we-Adwords. Ithinta ngokuqondile izindleko ngokuchofoza ngakunye kanye nokuma kwesikhangiso sakho. Ngenkathi ukulungiselela i-QS kungaba inselele, kubalulekile kumkhankaso oyimpumelelo. Nokho, ezinye izici zingaphezu kwamandla omphathi we-akhawunti. Ngokwesibonelo, ikhasi lokubikezela lizodinga ukuphathwa yi-IT, umklamo, kanye nentuthuko. Kubalulekile futhi ukukhumbula ukuthi ziningi ezinye izici ezinomthelela ku-QA.

Isikolo sekhwalithi siyisamba sezici ezintathu ezinquma izinga lesikhangiso. Amaphuzu aphezulu asho ukuthi isikhangiso sihambisana kakhulu futhi sizovikela indawo enhle ye-SERP futhi sihehe ithrafikhi yekhwalithi. Ku-AdWords, izinga lekhwalithi lithonywa izinto eziningi ezahlukene, kodwa isici esibaluleke kakhulu yi-CTR. Uma ufuna ukuthola amaphuzu aphezulu, kukhona amathiphu ambalwa okuthuthukisa i-CTR yakho.

Ukwandisa umphumela wekhwalithi wamagama akho angukhiye kungathuthukisa ukwabelana kwakho okuvelayo wosesho futhi kunciphise izindleko zakho ngokuchofoza ngakunye. Ku-Adwords, kubalulekile ukunaka imibiko yokusebenza kwegama elingukhiye ukuze ubone ukuthi yini ongayenza ukuze ukhulise isikolo sakho sekhwalithi. Uma igama elingukhiye line-QS ephansi, kubalulekile ukwenza izinguquko esikhangisweni. Isikolo esihle sekhwalithi sibalulekile empumelelweni yomkhankaso wakho wesikhangiso. Uma ulungiselela ikhophi yesikhangiso segama elingukhiye, ungathuthukisa isikhangiso sakho ukuze uhehe ithrafikhi eyengeziwe futhi wandise isikolo sakho sekhwalithi.

Ngaphezu kokuthuthukisa i-CTR, isikolo sekhwalithi sizothuthukisa izikhangiso zakho’ isikhundla ku-Google. Izikhangiso ezine-QS ephezulu zizoboniswa phezulu ekhasini lemiphumela yosesho. Futhi, kunjalo, i-QS ephakeme izoholela ku-CPC ephakeme kanye nokubekwa okungcono. Futhi kulapho i-Siteimprove ingena khona. Ungathola ukuhlaziya okujulile kwemikhankaso yakho yezikhangiso’ ikhwalithi ngewebhusayithi yabo.

Ukuhambisana kungenye into esiza ukukhulisa i-QS. Amagama angukhiye kufanele ahlobane nokuqukethwe kuwebhusayithi yakho, futhi kufanele zibambeke ngokwanele ukugcina ukunaka komsebenzisi. Amagama angukhiye afanelekile kufanele afakwe kukhophi yesikhangiso nekhasi lokubikezela. Uma amagama akho angukhiye ehlobene nokuqukethwe kwesayithi lakho, Isikhangiso sakho sizoboniswa kubasebenzisi abafaneleka kakhulu. Lokhu kubalulekile emikhankasweni yezikhangiso yekhwalithi ephezulu.

Izindleko ngokuchofoza ngakunye

Kunezici ezimbalwa ezithinta izindleko ngokuchofoza ngakunye, okuhlanganisa imboni okuyo kanye nohlobo lomkhiqizo noma isevisi oyinikezayo. I-ROI yenkampani yakho kufanele icatshangelwe, futhi. Ngenkathi ezinye izimboni zingakwazi ukukhokha i-CPC ephezulu, abanye abakwazi. Ukusebenzisa izindleko zokuchofoza ngakunye kuzokusiza ukuthi unqume i-CPC engcono kakhulu yebhizinisi lakho. Lokhu kungaba usizo ngenxa yezizathu ezihlukahlukene, okuhlanganisa nokuthuthukisa umkhankaso wakho wesikhangiso.

Isici sokuqala esinquma izindleko zakho ngokuchofoza ngakunye uhlobo lomkhiqizo noma isevisi oyikhangisayo. Imikhiqizo ebizayo namasevisi cishe azodonsa ukuchofoza okwengeziwe, futhi ngaleyo ndlela izodinga i-CPC ephakeme. Ngokwesibonelo, uma umkhiqizo wakho ubiza $20, uzofuna ukukhokha $20 ngokuchofoza ngakunye. Lokho kusho ukuthi isikhangiso sakho sizokubiza $4,000, kodwa angangenisa $20,000.

Isici esilandelayo okufanele icatshangelwe izinga lokuguqulwa. Izikhathi eziningi, i-CPC ephezulu, izinga lokuguqulwa eliphezulu. Ngenhlanhla, Isici sokuthuthukisa ibhidi ye-CPC Ethuthukisiwe ye-Google sizolungisa ngokuzenzakalelayo amabhidi akho ngokusekelwe emiphumeleni, ukuze ibhajethi yakho ingamoshi. I-CPC emaphakathi ye-Adwords $2.68. Le nombolo ingaba phezulu kakhulu uma uqondise igama elingukhiye eliqhudelana kakhulu.

Ukukhetha amagama angukhiye ancintisana kancane nakho kuyisici esibalulekile. Ngokwesibonelo, izindleko ngokuchofoza ngakunye kwamagama angukhiye anomsila omude zingaba ngaphansi kunamagama angukhiye ajwayelekile kanye nokufanisa okubanzi. Amagama angukhiye anomsila omude anomncintiswano ophansi amelela inhloso yomsebenzisi ethile futhi abiza kancane kunamagama angukhiye ajwayelekile kanye nomdlalo obanzi.. Ukusebenzisa amagama angukhiye anomsila omude kuzokusiza ukuthi uthuthukise isikolo sakho futhi wehlise i-CPC yakho. Ngaphezu kwamagama angukhiye angabizi kakhulu, kufanele futhi unake amagama angukhiye anemiqulu yokusesha ephezulu.

Ngenkathi i-AdWords ingathumela izivakashi kuwebhusayithi yakho, kukuwe ukuthi uguqule lokho kuchofozwa kube amadola. Ukwenza lokhu, udinga ukudala amakhasi okubikezela alungiselelwe ukuguqulwa kanye namaqembu esikhangiso ahambisana namakhasi athile omkhiqizo. Ukuze usebenzise imikhankaso yakho yezikhangiso ngokugcwele, udinga ukuthengisa imikhiqizo eyanele ukukhokhela izindleko zakho. Ukuqinisekisa ukuthi unezinga eliphezulu lokuguqulwa okungenzeka, kufanele udale amakhasi okufika anemininingwane futhi angaguquki.

Isakhiwo somkhankaso

Ukuze uthole imininingwane engenzeka emkhankasweni wakho, udinga ukumisa isakhiwo somkhankaso. Lesi sakhiwo sihlanganisa amaqembu ezikhangiso kanye nekhophi yesikhangiso, ukuze ukwazi ukukhomba amagama angukhiye afanelekile. Ngeqembu ngalinye, kufanele udale izinguqulo ezimbalwa zekhophi efanayo yesikhangiso. Uma uqondise amagama angukhiye amaningi anemisho efanayo, dala imikhankaso ehlukene yeqembu ngalinye. Qiniseka ukuthi iqembu ngalinye lesikhangiso lixhunywe kumgomo othile womkhankaso.

Isakhiwo somkhankaso semikhankaso ye-Adwords singakusiza uthole i-ROI engcono. Kuzokwenza kube lula kuwe ukuphatha i-akhawunti yakho. Ungakha amaqembu futhi uwabele ibhajethi. Inombolo yemikhankaso izoncika ezinhlosweni zebhizinisi lakho namakhono okuphatha isikhathi. Ungakwazi futhi ukudala imikhankaso eminingi yezinhlobo ezahlukene zemikhiqizo. Kafushane, isakhiwo somkhankaso kumele ube nakho ekukhangiseni nge-inthanethi. Ngaphandle kohlobo lwebhizinisi lakho, kunezinzuzo eziningi zokusebenzisa lolu hlobo lwesakhiwo.

Uma ususungule uhlaka lomkhankaso, sekuyisikhathi sokuqamba imikhankaso. Igama lomkhankaso wakho lizobeka inkundla yokuhlunga nokuhlela. Igama kufanele lifake izici ezibalulekile zokuhlukaniswa, njengohlobo lomkhankaso, indawo, idivayisi, njalo njalo. Ngale ndlela, ungabona ukuthi yiziphi izici zomkhankaso wakho ezifanele kakhulu ebhizinisini lakho. Ngaphezu kokuqamba imikhankaso yakho, qiniseka ukuthi ufaka izici eziyinhloko zokuhlukanisa, njengomkhiqizo noma isevisi oyithengisayo.

Ukukhetha amagama angukhiye alungile ebhizinisi lakho kubalulekile ukuze uthole imiphumela emihle kumkhankaso wakho we-AdWords. Igama elingukhiye elihle yilelo elinevolumu yokusesha ephezulu kanye nokuncintisana okuphansi. Igama elingukhiye elinokuncintisana okuphezulu liyisinqumo esihle, kodwa onevolumu yokusesha ephansi ngeke ikunikeze imiphumela oyifunayo. Kubalulekile ukukhetha amagama angukhiye abonisa inhloso yomsebenzisi. Kungenjalo, isikhangiso sakho sizohluleka ukukhiqiza ukuchofoza okwanele.

Ngaphezu kwamagama angukhiye, kufanele futhi ukhethe isakhiwo somkhankaso sezikhangiso zakho. Abanye abakhangisi bakhetha ukuhlukanisa imikhankaso yabo ngeminyaka. Ngenkathi abanye bekhetha ukuhlukanisa imikhankaso yabo ngemikhiqizo, abanye bakha imikhankaso ngokusekelwe kunani lokuphila kwekhasimende. Okwamabhizinisi asekelwe ekubhaliseni, isakhiwo somkhankaso singabaluleka kunqubo yakho yokuthengisa. Kulezi zimo, kubalulekile ukudala imikhankaso eminingi ukuze uqinisekise ukuthi izikhangiso zakho zivela ekhasini elilungile ngesikhathi esifanele.

Uma ubheke ukukhulisa ibhajethi yakho yokukhangisa, I-Adwords iyindawo efanele ukuqala. Ungasetha imikhankaso eminingi kanye nenqwaba Yamaqembu Esikhangiso namagama angukhiye ku-akhawunti yakho. Kulula futhi ukudala Izikhangiso ezimbalwa futhi uzishintshe kamuva. Kodwa ngaphambi kokuthi uphume konke ngemikhankaso yakho ye-AdWords, kunezinto ezimbalwa okufanele uzazi. Amathiphu alandelayo azokusiza ukuthi ukhulise imikhankaso yakho ye-AdWords.

Izindleko ngokuchofoza ngakunye

Izindleko ngokuchofoza ngakunye kokukhangisa kwe-AdWords ziyahlukahluka kakhulu kuye ngomkhakha, umkhiqizo, kanye nezethameli eziqondiwe. Ama-CPC aphezulu kakhulu naphansi atholakala kwezomthetho, ezokwelapha, kanye nezimboni zezinsizakalo zabathengi. Kuya ngokuthi ubhidela malini, isikolo sakho sekhwalithi, kanye nezimbangi zakho’ amabhidi nezinga lezikhangiso. Ezimweni eziningi, kungenzeka ukuthi ukhokha kakhulu ngokuchofoza uma kungaqondisiwe kakhulu.

Izindleko ngokuchofoza ngakunye kwe-Adwords zingahluka kakhulu, kakhulu kuye ngekhwalithi yamagama akho angukhiye, umbhalo wesikhangiso, kanye nekhasi lokufika. Ngokulungiselela ngokucophelela, unganciphisa izindleko zakho futhi ukhiqize i-ROI ephezulu ngangokunokwenzeka. Kodwa ayikho ifomula yomlingo yokuthi uyehlisa kanjani i-CPC yakho. Kunezindlela ezimbalwa zokukwenza. Qhubeka ufunde ukuze ufunde kabanzi mayelana nokuthi ungawulungiselela kanjani umkhankaso wakho we-Adwords. Isinyathelo sokuqala ukuhlaziya idatha yakho. Sebenzisa isici senani se-SECockpit's CPC. Izokunikeza ukuqhathanisa kwamagama angukhiye ahlukahlukene.

Ngokuvamile, isilinganiso se-CPC ye-Adwords kunethiwekhi yokusesha $2.32, kodwa kuyehluka ngokwezimboni. “Ukuphepha kwasekhaya” ikhiqiza ukuchofoza okuphindwe kahlanu njengokuningi “upende.” Kwesinye isibonelo, I-Harry's Shave Club ikhokhiwe $5.48 ngokuchofoza ngakunye naphezu kokuba sekhasini lesithathu lemiphumela yosesho. Ngenxa yalokho, inkampani ezuzile $36,600. Ngalokho, I-AdWords iyi-investimenti enhle yebhizinisi lakho eliku-inthanethi.

Isikolo sekhwalithi

Isikolo sekhwalithi yisici esithinta indawo nezindleko zesikhangiso sakho. Ngokwesibonelo, uma izinhlobo ezimbili zinezikhangiso ezifanayo, lowo onezinga eliphezulu amaphuzu uzobekwa endaweni #1, kuyilapho omunye ezoba sesimweni #2. Nawa amanye amathiphu okukhulisa isikolo sakho sekhwalithi. Ukuze uthuthukise isikolo sakho, lungiselela ikhasi lakho lokubikezela. Qinisekisa ukuthi isikhangiso sakho sihambisana nokuqoqwa kwamagama angukhiye esiwaqondisayo.

Umphumela Wekhwalithi yakho ungenye yezinto ezibaluleke kakhulu i-Google ezicabangelayo lapho ibala indawo yesikhangiso sakho emiphumeleni yosesho.. Uma unekhwalithi ephezulu yamaphuzu, ungalindela ukukhokha kancane ngokuchofoza ngakunye. Isikolo sekhwalithi ephansi, Ngokwesinye isandla, uzojezisa. Ukuhlolwa kwakamuva kwezinkulungwane zama-akhawunti e-PPC kubonise ukuthi izikhangiso ze-Quality Score eziphansi zibiza cishe 400% okuningi ngokuchofoza ngakunye kunezikhangiso zekhwalithi ephezulu. Ngakho umphumela wekhwalithi ephezulu ungakongela kuze kufike kuwo 50%.

Ikhwalithi ephezulu yamaphuzu, indawo ephezulu yesikhangiso izoba semiphumeleni yosesho. Izikhangiso ezinemiphumela Yekhwalithi ephezulu zibonakala kakhulu, okuholela kumazinga aphezulu okuchofoza kanye nokuguqulwa okuphezulu. Ngaphezu kwalokho, I-Google iklomelisa ababhali bezikhangiso abangochwepheshe ngokuqinisekisa ukuthi isikolo sabo sekhwalithi yesikhangiso siphezulu. Ukukhulisa Ikhwalithi Yakho Ngeke nje kwandise impumelelo yomkhankaso wakho, kuzokwehlisa nezindleko zakho.

Ukubhida

Uma uyi-control freak, uzothanda i-Adwords. Ikuvumela ukuthi unqume ukuthi nini, lapho, malini, nokuthi uzokhangisa kubani. Ungakwazi ukukhomba amakhasimende akho ngokwecebo futhi wenze isiqiniseko sokuthi isikhangiso sakho sivela emiphumeleni embalwa yokuqala. Ungakwazi futhi ukulawula ukubhida futhi uhlale ngaphambi komncintiswano wakho empini yokubhida. Faka isicelo kumagama angukhiye alungile ukuze uthole ukuchofoza okuningi futhi wandise i-ROI yakho.

Izindleko Ngokuchofoza ngakunye (CPC) ukubhida kuyindlela ejwayeleke kakhulu abakhangisi abangayisebenzisa emikhankasweni yabo ye-Adwords. Ngale ndlela, abakhangisi banquma ukuthi bazokhokha malini ngokuchofoza ngakunye, noma “chofoza”. Lokhu kubhekwa njengendlela evamile yokubhida, kodwa kukhona abanye abaningana. Funda indlela yokusebenzisa ukubhida kwe-CPC ukuze uthuthukise ibhajethi yakho yokukhangisa. Ngokulandela la macebiso, uzokwazi ukukhulisa inzuzo yakho ekutshalweni kwezimali (I-ROI) futhi ukhuphule ikhwalithi yokuguqulwa kwakho.

Ukubhida ku-Adwords kuyinqubo eyinkimbinkimbi kakhulu. Lapho umkhankaso wakho we-Adwords uba yinkimbinkimbi kakhulu, ukwaziswa okwengeziwe kokuthuthukisa ibhidi yakho kungaba. Ungasebenzisa izilungisi zebhidi ukuze uqondise izindawo ezithile zendawo noma izikhathi zosuku. Ukusebenzisa izilungisi zebhidi kuyindlela enhle kakhulu yokwandisa ukuchofoza kwakho ngaphandle kokuphula ibhange. Ziningi izindlela zokwenza ngokwezifiso ibhidi yakho, kodwa umgomo oyisisekelo uwukusetha ibhidi ephezulu yegama elingukhiye ofuna ukulikhomba.

Izindleko zokuguqulwa ngakunye

Enye yamamethrikhi abaluleke kakhulu wokumaketha ku-inthanethi yizindleko zokuguqulwa ngakunye. I-CPC ephezulu isho amazinga okuguqulwa aphezulu. Ukuze uthole izinga lokuguqulwa elingcono kakhulu, cabangela isici sokuthuthukisa ibhidi ye-CPC Ethuthukisiwe ye-Google, elungisa ngokuzenzakalelayo ibhidi yakho ngokusekelwe emiphumeleni. Lokhu kuwusizo kakhulu kumagama angukhiye we-niche futhi kukusiza ukuthi welule isabelomali sakho ngokuqhubekayo. Kusukela 2016, isilinganiso sezindleko zokuguqulwa ngakunye $2.68. Nokho, kufanele ukhumbule ukuthi akusona isilinganiso esiphelele. Kuseyinkomba enhle yalokho okufanele ukusebenzise ku-Adwords.

Izindleko zokuguqulwa ngakunye ku-Adwords zincike ezintweni ezimbalwa ezihlukile, kuhlanganise negama elingukhiye, umbhalo wesikhangiso, kanye nekhasi lokufika. Ngenjwayelo, i-CTR ephakeme ikhombisa ukuthi isikhangiso sakho siyasebenza futhi siyasebenza. Sebenzisa i-Google Sheet ukuze ulandelele izilinganiso zakho zokuguqulwa. Isikhangiso sakho sihambisana kakhulu, i-CPC ephansi. Ngale ndlela, ungakwazi ukukala imbuyiselo ekutshalweni kwezimali. Ukusebenzisa le ndlela kuzokusiza uqonde izindleko zakho zizonke futhi ubone ukuthi ungakwazi yini ukunciphisa imali oyisebenzisayo.

Okunye okucatshangelwayo okubalulekile yizibalo zabantu. Njengoba abantu abaningi basebenzisa amadivaysi eselula ukucinga i-inthanethi, kufanele wabele isabelomali sakho esiningi kusesho lweselula. Kungenjalo, usengozini yokumosha imali kuthrafikhi engafanelekile. Kubalulekile ukudala izikhangiso ezikhanga abasebenzisi beselula ukuze wandise inzuzo yakho nge-Adwords. Uma ungabazi izethameli zakho ezihlosiwe, ngeke ukwazi ukuzikhomba ngokuphumelelayo. Kufanele ucabangele izibalo zabantu lapho ukhetha amagama angukhiye eqembu lakho lesikhangiso.

Umgomo womkhankaso

Ungasetha umgomo womkhankaso we-akhawunti yakho ye-Adwords ngokusekelwe enanini lokuguqulwa ofuna ukukufeza. Le metric itholakala kalula esigabeni samaphuzu wokulungiselela sedeshibhodi yomkhankaso. Ungakhetha kunombolo yezinketho uma udala umgomo womkhankaso. Ezinye izinketho zihlanganisa ukuguqula izivakashi, ukwandisa inani lokuguqulwa, ukwandisa izinga lokuchofoza, noma ukwabelana okubonakalayo. Lezi zonke izinjongo zomkhankaso ezingenzeka futhi zingenziwa ngendlela oyifisayo ngokwezidingo zakho.

Umgomo womkhankaso ungenye yezinto ezibaluleke kakhulu zemikhankaso Yezikhangiso ze-Google. Kukusiza ukuthi ubone ukuthi yiziphi izici ozidingayo ukuze wenze umkhankaso wakho uphumelele. Kubalulekile ukuvumelanisa umgomo nenhloso yakho enkulu yebhizinisi. Ngokwesibonelo, uma ufuna ukwandisa ukuthengisa, kufanele ubeke umgomo wokushayela ithrafikhi yewebhusayithi. Ngale ndlela, unganjiniyela imikhankaso yakho ukuze uthole i-ROI oyifunayo. Uma usuzibekele umgomo, ungaqala ukudala umkhankaso wakho.

Ungasetha amabhidi ahlukene ngezinhloso ezahlukene. Uma ufuna ukuthuthukisa izikhangiso zakho ekuvakasheni kwesitolo, setha isibaluli esithengekayo sazo zonke izinto ze-CampaignConversionGoal ezinesigaba store_visit. Uma usukwenzile lokho, ungakwazi ukuthuthukisa izikhangiso zakho ukuze wenze ukuguqulwa. Ungakwazi futhi ukusetha isigaba semigomo futhi ulungise amabhidi awo ngokufanele. Uma ufuna ukuthuthukisa imikhankaso yakho yesitolo vakashela, setha isibaluli esithengekayo sibe yiqiniso kumgomo ngamunye.