Maka: I-ejensi ye-Google Adwords

Ucwaningo lwamagama angukhiye

Ucwaningo lwamagama angukhiye luyingxenye ebalulekile yanoma yimuphi umkhankaso we-AdWords. Kuzokusiza ukuthi uthole amagama angukhiye abantu abawaseshayo ku-inthanethi futhi kuzoqinisekisa ukuthi umkhankaso wakho uqondiswe ngendlela ongakhona ngayo. Ngaphezu kwalokho, ucwaningo lwegama elingukhiye lungakusiza ukuthi usethe ibhajethi engokoqobo yomkhankaso wakho. Njengoba izindleko ngokuchofoza ngakunye zihluka kakhulu kusuka kwegama elingukhiye kuye egameni elingukhiye kanye nezimboni kuya embonini, kubalulekile ukwenza ucwaningo oluningi ngangokunokwenzeka ukuze uqinisekise ukuthi ibhajethi yakho isetshenziswa kahle.

Ukuze uqale, sebenzisa igama elingukhiye lembewu, okuyinto emfushane, igama elingukhiye elidumile elichaza umkhiqizo noma isevisi yakho. Ngokwesibonelo, uma ibhizinisi lakho lisebenza ngoshokoledi, ungase ukhethe “ushokoledi”. Kusukela lapho, nweba uhlu lwamagama angukhiye embewu lube uhlu lwezinga eliphezulu lwamagama angukhiye ahlobene. I-Google Keyword Tool ingakusiza ukuthi ukhiqize imibono yohlu lwakho lwembewu.

Esinye isinyathelo esibalulekile ocwaningweni lwamagama angukhiye ukucacisa inhloso yomsebenzisi. Ukukhetha amagama angukhiye asuselwe kunhloso kubalulekile ngoba amagama angukhiye angabalulekile awasebenzi. Ngokwesibonelo, umuntu omfunayo “ikhekhe lomshado” inenhloso ehlukile kuneyomuntu oseshayo “amakhekhe omshado eduze kwami”. Okwakamuva usesho oluqondiswe kakhulu, futhi kungenzeka kuphumele ekuthengeni.

Uma usunqume izethameli zakho ozihlosile, ungaqala ucwaningo lwegama elingukhiye. Ngenkathi kukhona amathuluzi wokucwaninga wegama elingukhiye wamahhala njenge-Google Adwords Keyword Tool, kubalulekile ukucabangela amathuluzi okucwaninga amagama angukhiye akhokhelwayo afana nama-Ahrefs ukuze ubone ukuthi amagama akho angukhiye abaluleke kangakanani. Lawa mathuluzi futhi akunikeza amamethrikhi mayelana namagama akho angukhiye.

Ucwaningo lwamagama angukhiye lubalulekile uma ufuna ukuthola okwengeziwe emkhankasweni wakho we-AdWords. Kubalulekile ukwazi izinhlobo zamagama angukhiye abantu abawafunayo nokuthi yimaphi ancintisana kakhulu. Uma usunqume uhlobo lwamagama angukhiye, ungagxilisa umkhankaso wakho kulawo anevolumu yokusesha ephezulu. Ungasebenzisa futhi ithuluzi le-Google Keyword Planner ukuze ubone ukuthi akhona yini amagama angukhiye ahlobene.

Inqubo yokubhida

Uma isivakashi sichofoza esikhangisweni sakho, uzokhokhiswa ngokusekelwe kubhidi oyibeka kuleso sikhangiso. Ukubhida ezikhangisweni ze-Google kufana nemakethe yamasheya ngoba kusekelwe ekuhlinzekeni nasekufuneni. Imikhankaso ethuthukisiwe ingasebenzisa ukulungiswa kwebhidi ukuze ithuthukise amabhidi ayo ngokuhamba kwesikhathi.

Ukuhlola amabhidi ahlukene, ungasebenzisa Uhlaka & Ukuhlola kufaka phakathi Izikhangiso ze-Google. Lesi sici sizokuvumela ukuthi uhlole amanani ebhidi ahlukene futhi ubone ukuthi iyiphi ekhiqiza imiphumela engcono kakhulu. Ngokwesibonelo, uma uphromotha umkhankaso wokuqwashisa ngomkhiqizo, ungalungisa ibhidi yakho ngokuthi 20% kumadivayisi eselula. Nokho, kufanele ukuqaphele ukwenza izinguquko ezinqala kubhidi yakho uze ube nedatha eyanele yokwenza izinguquko ezidingekayo. Futhi ungenza inqubo yokubhida ibe lula ngokugcina ukwakheka kwe-akhawunti yakho kulula.

Ukubhida ngamagama angukhiye ku-Adwords kungadida, ikakhulukazi kulabo abasanda kuhlanganyela ohlelweni lokukhangisa. Abantu abaningi bagcina besebenzise imali eningi ekuguquleni okumbalwa kakhulu. Bakholelwa ngephutha ukuthi kufanele bahlose isikhundla esiphezulu kumaSERPs we-Google. Nokho, kukhona amasu okubhida asebenzayo angeke nje ehlise izindleko zakho, kodwa futhi wandise ukuguqulwa kwakho kanye nezinga lesikhangiso.

Uma ungenawo umuzwa wokubhida kuzikhangiso ze-Google, ungathintana nochwepheshe ukuze uthole ibhidi elilungile lomkhankaso wakho. Indlela enhle yokuqala ukucabangela izinjongo zebhizinisi lakho nokuthi ufuna ukuzifeza kanjani. Le migomo izokuqondisa kumabhidi akho. Kufanele futhi ucabangele umlando wamagama akho angukhiye.

Ukubhida ngamagama angukhiye kubalulekile ekukhangiseni okukhokhelwayo okuyimpumelelo. Khetha amagama angukhiye ahambisana nebhizinisi lakho. Bese, hlaziya futhi ulungise ngokufanele ukuze uthole imiphumela engcono. Ngaphandle kwalokho, kufanele uqiniseke ukuthi uhlala uqapha umkhankaso wakho futhi ulungisa amagama akho angukhiye uma ehluleka ukuletha imiphumela oyifunayo. U-Weslee Clyde ungusomaqhinga wokumaketha ongenayo kwa-New Breed. Uqhutshwa ulwazi lwamakhasimende.

Kunezindlela eziningi zokuthuthukisa amabhidi owenzela izikhangiso zakho ku-Google. Ungakhetha ukugxila ezindlekweni ngokuchofoza ngakunye, isikhundla esimaphakathi, ukuguqulwa, noma umshado, noma ungasebenzisa inhlanganisela yalawa mamethrikhi. I-Google iphinde icabangele Ikhwalithi Yekhwalithi, izinga lokuchofoza elilindelekile, kanye nokufaneleka kwesikhangiso. Ukwandisa isikolo sakho sekhwalithi kungehlisa izindleko zakho ngokuchofoza ngakunye futhi kukhuphule isikhundla sakho esimaphakathi.

Ukulandelela imiphumela

Ukulandelela imiphumela yemikhankaso yokukhokha ngokuchofoza ngakunye kwe-Adwords kungaba nzima. Nakuba kulula ukukala ukuguqulwa kusuka kuwebhusayithi, akulula ukulandelela isenzo ungaxhunyiwe ku-inthanethi. Ngokwesibonelo, abanye abathengi bangase babe nentshisekelo kusevisi kodwa bancamela ukukhuluma nomuntu wangempela ngocingo. Ukulandelela ucingo kuhluke kakhulu kunokulandelela ukuguqulwa kwewebhusayithi, kodwa kungenzeka.

Ukulandelela ukuguqulwa kwemikhankaso engeyona eye-ecommerce, ungasetha inani lokuguqulwa elibonisa imali engenayo ekugcineni. Leli nani lingasethwa kuzilungiselelo zokulandelela ukuguqulwa ku-AdWords. Ukusebenzisa lesi sici, kufanele uhlele amazwibela ekhodi ku-akhawunti ye-AdWords. Uzodinga ukungeza okuhlukile kusistimu yakho yekalishi.

Uma usufake lonke ulwazi oludingekayo, ungakwazi ukulandelela imiphumela yemikhankaso ye-Adwords. Ungakwazi futhi ukubuka inombolo yokuguqulwa kuzo zonke izenzo zokuguqulwa. Ngaphezu kwalokhu, ungabona imodeli yesichasiso yokuguqulwa ngakunye. Uma ufuna ukuqonda kangcono ukuthi yimaphi amagama angukhiye namafomethi esikhangiso akhiqiza imiphumela engcono kakhulu, ungasetha isifanekiso sokulandelela futhi usebenzise lolu lwazi lokulandelela emikhankasweni ezayo.

Ungakwazi futhi ukuhlanganisa ama-akhawunti akho e-AdWords nawe-Google Analytics. Izibalo zimahhala futhi zinikeza izici ezengeziwe ezihlukahlukene. Ungafunda kabanzi mayelana nokuthi ungazixhumanisa kanjani lezi zinhlelo ezimbili ku-Google Amandla Ahlanganisiwe we-AdWords kanye newebhu yezibalo.. Kuyi-webinar endala, kodwa kusewusizo ekuqondeni ubudlelwano phakathi kwalokhu okubili.

Enye indlela yokulandelela imiphumela yemikhankaso ye-Adwords ukubheka amaqembu ezikhangiso. Lawa amaqoqo ezikhangiso anamagama angukhiye afanayo. Lawa maqembu ezikhangiso angadalelwa imikhiqizo ehlukene noma izinhlobo zesevisi. Lawa maqembu angakwazi ukumakwa ngokuzenzakalelayo futhi ahlukaniswe. Lesi isici esiwusizo kakhulu ekulandeleleni imiphumela.

Isikolo sekhwalithi

Ikhwalithi Score yezikhangiso zakho ze-Adwords izinga elilinganiselwe lokuhambisana phakathi kwesikhangiso sakho nokusesha komsebenzisi. Kunqunywa izici eziningana, okuhlanganisa ukuhambisana kwesikhangiso nolwazi lomsebenzisi ekhasini lakho lokubikezela. Isikolo sakho Sekhwalithi sizohluka kumagama angukhiye ahlukene, amaqembu ezikhangiso, kanye nemikhankaso. Umphumela wekhwalithi ephansi ungaholela ekumoshweni kwesabelomali sezikhangiso kanye nokusebenza kabi kwezikhangiso.

Izinga lokuchofoza libhekisela enanini labantu abachofoza esikhangisweni sakho, futhi iyimethrikhi eyinhloko yokunquma ukusebenza komkhankaso wakho. Uma abantu bengachofozi esikhangisweni sakho, uzogcina une Quality Score ephansi. Uma izinga lokuchofoza liphezulu, isikhangiso sakho sizovela phezulu emiphumeleni yosesho futhi izindleko zakho ngokuchofoza ngakunye zizokwehla.

Ukwandisa isikolo sakho sekhwalithi, qiniseka ukuthi izikhangiso zakho zihambisana nokuqukethwe kwesayithi lakho. Ungakwenza lokhu ngokukhetha ukufanisa okubanzi, Ukufanisa ibinzana, noma Amaqembu ezikhangiso zegama elingukhiye elilodwa. Uma uzama ukufinyelela abantu abasesha umkhiqizo noma isevisi ethile, kufanele usebenzise i-Broad match, njengoba kuyindlela efanele kakhulu yokufinyelela kubo. Ukufanisa ibinzana kuyinketho efaneleke kakhulu kubantu abavame kakhulu ekusesheni kwabo, kodwa awukwazi ukukhomba izici ezithile zomkhiqizo wakho.

Uma izikhangiso zakho zingahlangabezani nenhloso yeseshi, ngeke ziboniswe endalini. Ngokwandisa isikolo sakho Sekhwalithi, uzokwazi ukwedlula izimbangi ezikhokha idola eliphezulu lesikhala sesikhangiso. Umphumela Wekhwalithi ephezulu ungasiza abakhangisi abanesabelomali esilinganiselwe ukuthi baqhudelane nabathengi abaphezulu.

Ngaphezu kokukhomba amagama akho angukhiye, kufanele futhi unake amakhasi akho okufika. Umphumela Wekhwalithi omuhle uzothuthukisa izikhangiso zakho’ ukusebenza ngokuhamba kwesikhathi. Ukuphakama kwakho kwekhwalithi Score, izindleko zakho ngokuchofoza ngakunye zizoba phansi. Lokhu kungenxa yokuthi amakhasi akho okubikezela kufanele ahlobane neqembu lamagama angukhiye. Umphumela Wekhwalithi omuhle uzoqinisekisa ukuthi izikhangiso zakho zivela phezulu emiphumeleni yosesho yemvelo futhi zehlise izindleko zakho ngokuchofoza ngakunye. Ngakho-ke kubalulekile ukugada Umphumela Wekhwalithi wezikhangiso zakho futhi uzithuthukise kaningi ngangokunokwenzeka.

Isikolo sakho sekhwalithi singathuthukiswa ngokuthuthukisa ukuhlobana kwamagama akho angukhiye. Iphinde icabangele ulwazi lwekhasi lakho lokubikezela. I-CTR ephansi isho ukuthi isikhangiso sakho asinakho ukuhambisana. I-CTR ephezulu inyusa isikolo sakho sekhwalithi, kanti ophansi uyayehlisa.

Amagama angukhiye

Ukuze ukwandise inani lokuchofoza okutholwa umkhankaso wakho wokukhangisa, ungazama izinhlobo ezahlukene zamagama angukhiye ku-AdWords. Inketho eyodwa ibizwa ngokuthi amagama angukhiye afanayo, okuqinisekisa ukuthi isikhangiso sakho sizovela uma abaseshi basebenzisa umusho ofanayo ngendlela efanayo. Ukusebenzisa igama elingukhiye lokufanisa kuzonciphisa kakhulu imali oyisebenzisayo i-PPC, kodwa kuzokwenza izikhangiso zakho zibe nzima ukuzibona.

Kubalulekile ukukhetha amagama angukhiye ahambisana nebhizinisi lakho nokuqukethwe. Lokhu kuzokwandisa amathuba akho okuguqulwa futhi kufake imali eningi ephaketheni lakho. Ngokwesibonelo, uma uyisitolo sezinsiza zezempilo, kufanele ucabangele amagama angukhiye ahlobene namavithamini, izithako, amakhambi, kanye namanye amakhambi emvelo. Akuwona wonke azokwenza umqondo ngomkhankaso wakho, ngakho-ke qiniseka ukuthi ucabanga ukuthi hlobo luni lwamakhasimende alufunayo ku-niche yakho.

Lapho ukhetha amagama angukhiye e-AdWords, cabangela inhloso yababukeli bakho. Khumbula ukuthi amagama angukhiye afaneleka kakhulu yilawo azoheha abasebenzisi abafuna ngenkuthalo isixazululo senkinga yabo. Umuntu omane ephequlula iwebhu noma ofuna imfundo, Ngokwesibonelo, ngeke ibheke umkhiqizo noma isevisi. Ukusebenzisa amagama angukhiye alungile kungenza noma kuphule umkhankaso wakho.

Ungasebenzisa futhi isilungisi sokufanisa esibanzi ukuze uqondise abantu abafuna umkhiqizo noma isevisi ethile. Ngokwesibonelo, inkampani yokuhlola ukumaketha kwedijithali ingaklelisa igama elingukhiye lomdlalo obanzi “ukumaketha kwedijithali.” Lokhu kuzoqinisekisa ukuthi izikhangiso zabo zivela kumakhasimende asesha lelo themu ngqo.

Ukubhida

Ungabhida ezikhangisweni zakho ngezindlela eziningi. Ungasebenzisa ukubhida kwezindleko ngokuchofoza ngakunye noma ukubhida ngakunye kokutholwayo. Ekubhideni kwezindleko ngokuchofoza ngakunye, uzokhokha kuphela uma othile echofoza esikhangisweni sakho. Ukubhida kwezindleko ngokutholwayo kuhlukile. I-Google Adwords isebenzisa isistimu yendali ukuze inqume ukuthi kufanele ubhide kangakanani esikhangisweni ngasinye. Inani olibhidayo egameni elingukhiye lizoncika ekutheni liguquka kahle kangakanani nokuthi zingaki izivakashi ezichofoza kulo.

Ukubhida ku-Adwords kungaba inselele. Indlela ejwayeleke kakhulu yokubhida nge-Cost-Per-Click. Le ndlela ingcono kakhulu ekushayeleni ithrafikhi eqondiwe. Nokho, ayisebenzi uma uzama ukuheha amanani ezimoto nsuku zonke. Ukubhida kwe-CPC kusebenza kangcono uma isikhangiso sakho siboniswa kumasayithi anokuqukethwe okuhlobene.

Enye indlela yokwandisa ibhidi yakho ukuhlanganisa amagama angukhiye. Kufanele uzame ukukhetha amagama angukhiye ahambisana nebhizinisi lakho kanye nemikhiqizo noma amasevisi owanikezayo. Bese udinga ukuqapha ukusebenza kwesikhangiso sakho njalo. Kufanele wenze izinguquko kuyo njengoba kudingeka ukuze uthole i-ROI enkulu. Bese, ungazama ukulungisa amabhidi akho ngokuya ngemiphumela yakho yamanje.

Qaphela imizamo yokukhangisa yomncintiswano wakho. Uma izimbangi zakho zisebenzisa igama lomkhiqizo ezikhangisweni zabo, ungafaka isikhalazo ku-Google. Kungenjalo, ungazama ukusebenzisa igama lomkhiqizo wenze ikhophi yesikhangiso sakho ngokwemvelo. Ngokwesibonelo, uma uncintisana nomholi wemicabango ye-SEO ethandwayo, kufanele uzame ukubhida kulelo gama. Ngenkathi ubhida izimbangi zakho’ imigomo ingase ikutholele ukuchofoza okwengeziwe, kungaba nomthelela omubi esimeni somkhiqizo wakho.

Isikolo sekhwalithi

Isikolo sekhwalithi siyisici esibaluleke kakhulu se-Adwords futhi sithinta ukuma kwezikhangiso kanye nezindleko ngokuchofoza ngakunye. Nokho, kunzima ukuyilungiselela, njengoba kunezici eziningi ezingaphezu kwamandla omphathi we-akhawunti. Ngokwesibonelo, ikhasi lokufika lidinga ukuphathwa umklamo, ukuthuthukiswa kanye nethimba le-IT, futhi kunezinye izingxenye eziningi ezifaka isandla kumphumela wekhwalithi.

Ukuze uthuthukise isikolo sakho sekhwalithi, qiniseka ukuthi amagama akho angukhiye, isikhangiso nekhasi lokubikezela konke kuhlobene. Noma igama lakho elingukhiye lisebenza kancane, idinga ukuqondiswa ekhasini elizoheha amakhasimende afiswayo. Kungenjalo, uzogcina ukhokha kakhulu isikhala sesikhangiso ku-Google kunalokho okufanele.

Izinga lokuchofoza liphinde lithinte isikolo sakho sekhwalithi ye-AdWords. Izinga eliphezulu lokuchofoza lisho ukuthi isikhangiso sakho sibalulekile futhi siwusizo kumuntu ochofoze kuso. Ngaphezu kwalokho, Umphumela Wekhwalithi othuthukisiwe ungakhuphula izinga lesikhangiso sakho. Uma izikhangiso zakho zifanelekile futhi zikhanga izethameli eziqondiwe, zizoboniswa phezulu emiphumeleni.

Esinye isici esibalulekile esithinta isikolo sakho se-QA yindlela isivakashi esisabela ngayo lapho sifika kuwebhusayithi. Uma isivakashi sinokuhlangenwe nakho okungalungile ngemva kokufika kuwebhusayithi, mancane amathuba okuthi baguqule. Uma isipiliyoni sisibi kakhulu, bazosuka endaweni, futhi lokhu kuzokwehlisa isikolo sakho se-QA.

Ukumaketha kabusha

Ukumaketha kabusha kuyithuluzi elinamandla lokukhulisa izinga lokuguqulwa kwewebhusayithi yakho nokwenza izikhangiso zakho zihambisane kakhulu nezithameli zakho. Indlela yokusebenza ingaqondisa izethameli ezithile ngokusekelwe kumapharamitha ahlukahlukene. Ngokwesibonelo, ungakhetha ukukhomba abantu ngokusekelwe ekusesheni kwabo kwangaphambilini noma ngolimi. Kungenzeka futhi ukwenza uhlu olusekelwe ezingeni labo lemali engenayo kanye nesizinda semfundo. Imikhankaso yokumaketha kabusha ye-AdWords ingakhuphula izinga lakho lokuguqulwa futhi ithuthukise i-ROI yakho ngokukhumbuza izethameli zakho ngemikhiqizo namasevisi akho..

Ukuze usebenzise ukumaketha kabusha ngemikhankaso ye-AdWords, kufanele wazi izinto ezimbalwa mayelana nenqubo yokukhomba izikhangiso. Kufanele wenze isiqiniseko sokuthi iwebhusayithi yakho iyahambisana nethegi yokumaketha kabusha. Ungabese usebenzisa Uhlu Lokumaketha Kabusha esigabeni selabhulali eyabiwe ye-akhawunti yakho ye-AdWords ukuze udale imikhankaso eyahlukene yokumaketha kabusha. Uma usulumisile uhlu, udinga ukutshela i-AdWords ukuthi iyiphi idatha ongayisebenzisela izikhangiso zakho.

Ukumaketha kabusha nge-AdWords kukuvumela ukuthi unikeze izikhangiso ezihlosiwe ezivakashini ezivakashele iwebhusayithi yakho ngaphambilini. Ngokuphinda uqondise lezi zivakashi ezedlule, ungabakhuthaza ukuthi babuyele kuwebhusayithi yakho futhi bathathe isinyathelo kokunikezwayo. Ngenxa yalokho, laba bantu maningi amathuba okuba babe ngabaphambili noma abadayisi.

Izindleko

Izindleko ze-Adwords ziphuma ekulawuleni amagama angukhiye amaningi. Kwakungekubi kangako eminyakeni embalwa edlule, kodwa manje njengoba amabhizinisi engeziwe ebhida kulezi zikhangiso, izindleko sezimba eqolo. Manje selingabiza ama-EUR5 ngokuchofoza ngakunye ukuze ibhizinisi elisha likhiphe igama lalo lapho.

Kunezici eziningi okufanele zicatshangelwe ekunqumeni izindleko ze-AdWords, kubandakanya nobubanzi bomkhankaso, zingaki izikhangiso ozidingayo, nokuthi udinga usizo olungakanani. Ngenjwayelo, nakuba, umkhankaso we-AdWords ungabiza noma kuphi $9,000 ku $10,000 inyanga noma ngaphezulu.

Isamba sezindleko ze-Adwords yisamba sezindleko ngokuchofoza ngakunye (CPC) kanye nezindleko zokuvelayo eziyinkulungwane (CPM) esetshenzisiwe. Akubandakanyi izindleko zezinye izindleko, njengokuchofoza kuwebhusayithi yakho. Ukuba nesabelomali esimaphakathi sansuku zonke nokusetha amabhidi egameni elingukhiye noma ileveli yeqembu lesikhangiso kungakusiza ulawule izindleko. Kufanele futhi ubheke ukuma okumaphakathi kwesikhangiso sakho uma kuqhathaniswa neyabanye abakhangisi. Lokhu kungaba usizo ekuqondeni imbuyiselo ekutshaleni kwakho.

Nakuba i-CPC ingeyona inkomba enhle yokusebenza kwesikhangiso sakho ku-Google, kuyisisekelo sokuqonda izindleko zakho zokukhangisa zizonke. I-CPC ephezulu isho izindleko eziphezulu ngokuchofoza ngakunye, kodwa akuqinisekisi inani eliphezulu lamakhasimende akhokhayo. Nokho, iqinisekisa ukukhuphuka kwethrafikhi kuwebhusayithi yakho.

Ukuthuthukisa umkhankaso

Esinye sezinyathelo zokuqala zokuthuthukisa umkhankaso ukuqonda izethameli zakho. Ukudala umuntu othanda izethameli kungakusiza uqonde ukuthi amathemba akho afunani. Futhi ikusiza ukuthi ukhethe amagama angukhiye nokuqukethwe ngokusekelwe kulokho abakuthakaselayo namaphuzu obuhlungu. Uma usunesithombe esicacile sokuthi obani abaqondiswe kubo, ungathuthukisa ukukhomba kwakho ukuze uhehe amakhasimende alungile.

Kufanele futhi wazi umncintiswano wakho wamagama angukhiye. Uma igama lakho elingukhiye lincintisana kakhulu, imali eningi izokubiza. Lesi yisizathu sokuthi kungani kuwumqondo omuhle ukudala izinguqulo ezimbalwa ezihlukene zegama elingukhiye elifanayo. Ngokwesibonelo, ungase ufune ukudala umkhankaso ngokusekelwe kumagama angukhiye ahlobene nomkhiqizo wakho, kodwa hhayi ukuncintisana kakhulu. Kwalokhu, ungasebenzisa i-keyword planner ukuze uqhamuke nohlu lwemisho ongayiqondisa.

Okokuqala 30 izinsuku zomkhankaso we-PPC zibalulekile. Kulesi sikhathi, kubalulekile ukulungiselela isikolo sekhwalithi nezinga lesikhangiso. Kufanele futhi ulungiselele ikhophi yesikhangiso kanye nekhasi lokufika. Ekugcineni, kufanele uhlose ukukhulisa inzuzo evela ezikhangisweni zakho. Ngokusungula ama-KPI, ungaphatha kangcono imikhankaso yakho futhi uthole imiphumela ehamba phambili.

Ukusebenzisa 'Izivivinyo’ isici ku-Google Ads, ungakha ukuhluka kwezikhangiso ngesikhathi esifushane. Ngokwahluka kwesikhangiso ngasinye, ungayilebula futhi ubuyekeze imiphumela. Okokugcina, akumele uyeke ukuthuthukisa umkhankaso wakho we-AdWords. Hlala njalo uhlola futhi uzama imibono emisha. Ungakwazi ngisho nokuhlukanisa Amaqembu Ezikhangiso zakho ube amakhophi esikhangiso ahlukahlukene namakhasi okubikezela. Qinisekisa ukuthi usebenzisa inhlanganisela yezinhlobo zokufanisa, amakhasi okufika, kanye nombhalo wesikhangiso ukuze uthole imiphumela ehamba phambili.

I-AdWords iyisevisi enikezwa i-Google evumela amabhizinisi akhangise imikhiqizo noma amasevisi awo. Ikuvumela ukuthi ufinyelele amakhasimende kuzo zonke izigaba zohambo lwamakhasimende, futhi ikuvumela ukuthi ulandelele ukusebenza kwezikhangiso zakho. Isevisi isebenziseka kalula futhi inikezela ngezinketho eziningi zokwenza ngokwezifiso izikhangiso zakho.

I-Google AdWords iyisevisi yokukhangisa ye-Google

I-AdWords iyisevisi yokukhangisa yenjini yokusesha evumela amabhizinisi ukuthi akhokhe inani elimisiwe ukuze abeke izikhangiso kumawebhusayithi e-Google.. Izikhangiso ziboniswa ekhasini lewebhu, ngesimo sombhalo noma izithombe, elingisa ukubukeka nomuzwa womphumela wosesho omaphakathi. Izikhangiso zifakwa kumawebhusayithi ahlobene ngaphakathi kwenethiwekhi yokuqukethwe ye-Google. Ukuze kwandiswe ukubonakala kwezikhangiso, abakhangisi bangakhetha izinketho zokukhomba isayithi kuphaneli yabo yokulawula.

Isevisi isebenza nesistimu yokubhida, ukuvumela abakhangisi ukuthi bakhethe ibhidi yabo ephezulu, okuhluka kuye ngokuthi isikhangiso sithola ukuchofoza okungaki. Abakhangisi bangakhetha eyodwa yezinhlobo ezintathu zokubhida: izindleko ngokuchofoza ngakunye, okuyinani elikhokhwa ngokuchofoza ngakunye, izindleko-ngenkulungwane, kanye nezindleko zokuzibandakanya, okuyinani elikhokhwayo lapho umsebenzisi eguqula.

I-Google AdWords ayinayo impikiswano. Ngo-April 2002, icala lokwephulwa kwelungelo lobunikazi lifakwe ku-Google ngesevisi. Ku 2004, lezi zinkampani ezimbili zifinyelele esivumelwaneni futhi i-Google yakhishwa 2.7 amasheya ayizigidi zesitoko esivamile ku-Yahoo! ngokubuyisela ilayisensi yaphakade ngaphansi kwelungelo lobunikazi.

I-AdWords ivumela amabhizinisi ukuthi aqondise izikhangiso zawo kulabo abazoba amakhasimende ngokusekelwe endaweni akuyo, iminyaka yobudala, kanye namagama angukhiye. Ngaphezu kwalokho, abakhangisi bangakhetha isikhathi sosuku nendawo yesikhangiso. Ngokwesibonelo, amabhizinisi amaningi asebenzisa izikhangiso kusukela ngoMsombuluko kuya kuLwesihlanu phakathi 8 AM kanye 5 PM, kuyilapho abanye bedlala izikhangiso ngezimpelasonto kuphela.

Inzuzo ebaluleke kakhulu ye-AdWords yikhono layo lokonga amabhizinisi inani elikhulu lemali. Isevisi ikhokhisa abakhangisi kuphela uma umsebenzisi achofoza esikhangisweni sakhe, okusho ukuthi bangabona izikhangiso zabo kumawebhusayithi amaningi ngaphandle kokuchitha imali eshisiwe. Ngaphezu kwalokho, amabhizinisi angalandelela izikhangiso zawo ngokubheka ukuthi yiziphi izikhangiso ezichofozwayo nokuthi ubani.

Isevisi ye-Google AdWords iyisevisi yokukhangisa ekhokhelwayo ehlinzekwa u-Google. Amabhizinisi angayisebenzisela ukwandisa ukuthengisa ngokufaka izikhangiso ku-Google namawebhusayithi ayo axhumene nayo, kanye nezinhlelo zokusebenza zeselula namavidiyo. I-Digital Logic inikezela ngezinsizakalo zokuphathwa kwe-Adwords, futhi igxile kakhulu ekuzuzeni okuningi kwizabelomali zabo zokukhangisa.

I-Google AdWords iphinde isize amabhizinisi aqhudelane endaweni yokudlala, okwenza kube lula ukuthi amabhizinisi amancane aqhudelane nezinkampani ezinkulu. Isevisi isiza izinkampani ukuthi zizuze ngokuvundlile, kuyilapho amabhizinisi amancane angagxila ezimakethe ze-niche. I-Google Ads iphinde ivumele abakhangisi ukuthi bakhuphule Amazinga ezikhangiso nekhwalithi yesikhangiso. Lezi yizici ezimbili ezibalulekile ekwenzeni isikhangiso esiyimpumelelo. Amazinga Ezikhangiso Aphakeme kanye nezikolo Zekhwalithi Yesikhangiso zivumela amabhizinisi amancane ukuthi afinyelele amazinga aphezulu futhi ahlale encintisana.

I-AdWords isebenza ohlelweni lwendali, futhi ngaso sonke isikhathi umsebenzisi enza usesho, Amabhidi e-Google ezikhangisweni ezihambisana kakhulu. Lokhu kusiza abakhangisi abanemiphumela Yekhwalithi ephezulu behlise izindleko zabo ngokuchofoza ngakunye, lokho kwandisa i-ROI. Lezi zikhangiso zivela futhi ezindaweni ezingcono ku-SERP, okuholela ekuchofozweni okwengeziwe nokuguqulwa.

Ivumela amabhizinisi ukuthi afinyelele amakhasimende kuzo zonke izinyathelo zohambo lwamakhasimende

Kunezindlela eziningi zokutholwa nokugcinwa kwamakhasimende, futhi i-Adwords ingasiza amabhizinisi ukuthi afinyelele lawa makhasimende kuzo zonke izigaba zohambo lwawo. Akuzona zonke izindlela eziholela endaweni efanayo, kodwa uma amabhizinisi esebenzisa amaphuzu amaningi okuthinta kulo lonke uhambo lwamakhasimende, bazokwandisa amathuba okuguqula imikhondo ibe amakhasimende akhokhayo.

Ivumela amabhizinisi ukuthi alandelele ukusebenza kwezikhangiso zawo

I-AdWords iyinkundla yokukhangisa eyenza amabhizinisi akwazi ukudala nokulandelela izikhangiso zawo. Bangakwazi ukulandelela ukuthi izikhangiso zabo zisebenza ngempumelelo kangakanani ngokulandelela inombolo yokuchofoza abakutholayo, kanye nenani labavakashi kuwebhusayithi yabo. Amabhizinisi angaphinda alandelele ukuthi asebenza kahle kangakanani ngokuya ngokuqwashisa ngomkhiqizo, isizukulwane esiholayo, nokuguqulwa. Lokhu kusiza amabhizinisi athuthukise imikhankaso yawo ukuze akhiqize imiphumela efiselekayo.

Amabhizinisi angakwazi futhi ukubona imbuyiselo yawo ekutshalweni kwezimali, ukuqhathanisa imiphumela nezimbuyiselo ezivela kwezinye iziteshi. Uma ukubuyisela kungaphansi kunokulindelekile, kungase kusho ukuthi i-akhawunti idinga ukuthuthukiswa noma izikhangiso zisendaweni engafanele. Uma bethola inzuzo ephezulu, kungase kube uphawu oluhle ukuqhubeka nokutshala imali esiteshini. Enye indlela yokunquma ukusebenza kahle kwesikhangiso ukusiqhathanisa nezindleko zokuguqulwa ngakunye. Le metric ikutshela ukuthi yimalini ibhizinisi eliyisebenzisayo esikhangisweni esithile nokuthi liguqula izikhathi ezingaki.

I-AdWords iphinde inikeze nge-API enamandla evumela amabhizinisi ukuthi alandelele ukusebenza kwamaqembu abo ezikhangiso nemikhankaso. Imibhalo ezenzakalelayo ingalandelela futhi ilinganise ukusebenza komkhankaso kusetshenziswa i-API. Amabhizinisi angaphinda alinganise ukusebenza kwezikhangiso ezingazodwana ngokuhlola izikhangiso zawo ngemibhalo ezenzakalelayo. I-Google AdWords API ivumela abakhangisi ukuthi bakhulise amakhono abo okubika futhi bathuthukise izikhangiso zabo. Lawa mathuluzi anciphisa isikhathi sokuya emakethe semikhankaso yawo yokukhangisa.

Ngolwazi olufanele nokuhlela, I-Google AdWords ingaba yingxenye ekhiqizayo yokuhlanganiswa kwakho kokumaketha. I-Google inikeza amathuluzi amahhala ukukusiza ukuphatha umkhankaso wakho. Uma unemibuzo, zikhona izinkundla zokubuza bona. Kubalulekile futhi ukwazi ukuthi yiziphi izinjongo zakho, kungani usebenzisa i-AdWords, nokuthi ungayikala kanjani impumelelo yakho.

Amagama angukhiye anomsila omude

Uma ufuna ukushayela ithrafikhi eyengeziwe kusayithi lakho, kuwumqondo omuhle ukukhomba amagama angukhiye anomsila omude esikhundleni samagama angukhiye abanzi. Le migomo inokuncintisana okuphansi kanye namazinga aphezulu okuguqulwa. Angase futhi aphumele ekuthengeni, njengoba abantu bevame ukuthenga uma besesha amagama athile.

Amagama angukhiye anomsila omude ngokuvamile anevolumu yokusesha ephansi futhi ayi-niche kakhulu ngokwemvelo kunamagama angukhiye adumile. Ungathola uhlu lwamagama angukhiye anomsila omude phakathi nemizuzu emihlanu usebenzisa ithuluzi elifana ne-KwFinder. Leli thuluzi lamahhala lizokukhombisa ukuthi yimaphi amagama angukhiye anenzuzo futhi anevolumu yokusesha ephansi. Ngaphezu kwalokho, leli thuluzi lingakusiza ukuthi ukhethe amagama angukhiye ngobunzima be-seo obuphansi.

Enye indlela yokuthola amagama angukhiye anomsila omude ukusebenzisa amathuluzi okucwaninga amagama angukhiye. Ngenkathi ithuluzi legama elingukhiye elidume kakhulu i-Google Keyword Planner, ezinye izindlela zocwaningo lwegama elingukhiye zifaka phakathi ukufunda okuqukethwe kumawebhusayithi ahlobene ne-niche yakho nomkhiqizo. Lawa mathuluzi angakunikeza ulwazi ngokuncintisana kwakho. Ungaphinda ubheke okuqukethwe kwamanye amawebhusayithi ukuze uthole imibono yamagama akho angukhiye anomsila omude.

Ukusebenzisa idatha kumagama angukhiye anomsila omude kungakusiza futhi ukuthi wenze ikhophi yesikhangiso. Nakuba kungase kulinge ukubhala isikhangiso sawo wonke amagama angukhiye anomsila omude, ezifanele kakhulu zizokhiqiza amanani okuguqulwa aphezulu kakhulu. Kungcono ukudala imikhankaso ehlukene yegama lakho elingukhiye elinomsila omude. Lokhu kuzokusiza ukuthi uqhathanise idatha futhi ugweme impinda.

Enye indlela yokuhlola ukusebenza kwamagama angukhiye anomsila omude ukuqapha ukusebenza kwemikhankaso yakho. Ukusebenzisa i-Google Analytics, ungabona ukuthi yimaphi amagama angukhiye athola ukuchofoza okuningi nokuthi yimaphi angekho. Ngale ndlela, ungalungisa amabhidi akho ngokusekelwe ekusebenzeni kwemikhankaso yakho.

Amagama angukhiye anamavolumu okusesha amaphakathi

Amagama angukhiye anamavolumu aphezulu okusesha angabiza ukubhida. Uma isabelomali sakho sinomkhawulo, kufanele ugxile kumagama angukhiye anamavolumu okusesha amaphakathi. Lawa amagama angukhiye okungenzeka afanele izethameli zakho eziqondiwe. Amagama angukhiye anamavolumu okusesha amaphakathi awavamile ukuncintisana futhi angasetshenziswa ekukhishweni. Ukuze uthole lawa magama angukhiye, ungasebenzisa ithuluzi legama elingukhiye le-Google.

Amagama angukhiye anamavolumu okusesha aphezulu azoba nokuncintisana okuphezulu. Lokhu kusho ukuthi ngeke ukwazi ukuthola isayithi lakho ekhasini lokuqala le-Google. Ngaphezu kwalokho, amawebhusayithi anegunya eliphansi ngeke akwazi ukubeka kahle ekhasini lokuqala. Khumbula lokho 95% labaseshi abalokothi babheke ekhasini lokuqala le-Google. Ngakho, udinga ukuthola igama elingukhiye elinokuncintisana okuphansi kanye nevolumu yokusesha emaphakathi. Izindaba ezinhle ukuthi kunamagama angukhiye amaningi anamavolumu okusesha amaphakathi ongawasebenzisa ukuheha ithrafikhi.

Ukulinganisa okubanzi okushintshiwe vs. ukufana okubanzi

Ukufanisa okubanzi okushintshiwe kuyinketho esebenzayo uma ufuna ukuthuthukisa ukuhambisana nekhwalithi yethrafikhi yezikhangiso zakho. Le ndlela ikuvumela ukuthi ukhiphe amagama angukhiye angalungile, bomcondvofana, nokusesha ngevolumu ephezulu emkhankasweni wakho wesikhangiso. Kukusiza futhi ukuthi uthuthukise Ikhwalithi yakho Yomphumela kanye Nezinga Lesikhangiso.

Nokho, uma kuziwa ekufanisweni kwegama elingukhiye, ukufanisa okubanzi okulungisiwe akuhlali kungcono kunokufanisa okubanzi. I-Google ihlela ukushona kwelanga okufanayo okulungisiwe ngoJulayi 2021, futhi izoshintshela ekufaniseni ibinzana. Lolu shintsho kulindeleke ukuthi longe abakhangisi isikhathi esiningi, kodwa kuzodinga ukulungiswa kabusha kwemikhankaso yabo. Kuze kwenziwe ushintsho, kubalulekile ukuqapha amamethrikhi akho okusebenza. Okwamanje, ungase uthande ukucabangela ukugxila kumagama angukhiye afaneleka kakhulu.

Ukulinganisa okubanzi okushintshiwe kuyavumelana nezimo kunokufanisa okubanzi. Inikeza abakhangisi ukulawula okwengeziwe ezikhangisweni zabo, futhi ibasize baqonde izimakethe ezithile. Le ndlela ingaba yinzuzo emikhankasweni yokumaketha kabusha, njengoba kuzovumela izikhangiso zakho ukuthi zivele kaningi uma othile asesha umkhiqizo wakho. Uma kuqhathaniswa nokulinganisa okubanzi, ukufanisa okubanzi okulungisiwe kuhambisana kakhulu futhi kuzokhuphula amazinga akho okuchofoza.

Okufanayo okulungisiwe kuwuhlobo olusha lwesikhangiso olunikeza abakhangisi ukulawula okwengeziwe emiphumeleni yabo yosesho. Iyafana ne-Prase Match, ngaphandle kokuthi ivumela abakhangisi ukuthi basebenzise amagama angukhiye aqondile ngaphandle kokukhawulela ukufinyelela kwawo. Ngaphezu kwalokho, ukufanisa okubanzi okulungisiwe ngeke kubonise izikhangiso zomqondofana nosesho oluhlobene.

Ukufanisa okubanzi okushintshiwe kukuvumela ukuthi uqondise amakhasimende ngokusekelwe kumagama okusesha athile, kuyilapho ukufanisa okubanzi kuvame kakhulu. Ngaphezu kwalokho, modified wide match ikuvumela ukuthi ukhawulele uhlu lwamagama angukhiye angalungile. Amagama angukhiye wokufanisa abanzi asazongezwa emkhankasweni wakho wesikhangiso, kuyilapho ukufanisa okubanzi okulungisiwe kukuvumela ukuthi ukhethe ukuthi yimiphi imigomo ozoyiqondisa.

Amagama angukhiye angalungile

Ukwengeza amagama angukhiye angalungile emikhankasweni yakho ye-AdWords kuyindlela esebenzayo yokukhawulela ithrafikhi engafuneki futhi ugcine isayithi lakho lingenamagama angukhiye angabalulekile. Amagama angukhiye angalungile angangezwa kuwo wonke umkhankaso noma emaqenjini athile ezikhangiso. Vele uqiniseke ukuthi uyawengeza ezingeni elifanele, ngaphandle kwalokho bangamosha imikhankaso yakho. Amagama angukhiye angalungile engezwa afana nse, ngakho qiniseka ukuwengeza ezingeni elifanele.

Kunezindlela eziningi ezahlukene zokuthola amagama angukhiye angalungile, kodwa enye yezindlela ezilula zokuzithola iwukusebenzisa iGoogle uqobo. Zama ukusesha umkhiqizo noma isevisi yakho ku-Google futhi uqaphele noma yiziphi izikhangiso ezingahlobene noma izixhumanisi ezivelayo. Uma usuwahlonze lawa magama angukhiye, bangeze ohlwini lwakho lwamagama angukhiye aphikisayo ku-AdWords. Enye indlela enhle yokuthola amagama angukhiye angalungile ukusebenzisa i-Search Console ye-Google ukuhlaziya izikhangiso zakho ezikhokhelwayo.

Amagama angukhiye angalungile angaba yinoma yini engahlobene nomkhiqizo noma isevisi yakho. Ngokwesibonelo, inkampani ethengisa amawijethi aluhlaza ingase ifune ukukhipha imibuzo yosesho yayo yonke eminye imibala. Ngale ndlela, yilezo zikhangiso kuphela ezizovela kumawijethi aluhlaza. Ungasebenzisa amagama angukhiye aphikisayo ukuze ukhuphule amanani okuguqulwa futhi wehlise izindleko zakho ngokuguqulwa ngakunye.

Amagama angukhiye angalungile angangezwa emkhankasweni wesikhangiso ezingeni lomkhankaso kanye neqembu lesikhangiso. Ngale ndlela, ungaqiniseka ukuthi izikhangiso zakho aziboniswa kulabo bantu abangenantshisekelo kumikhiqizo namasevisi akho. Ukwengeza, ungasebenzisa amagama angukhiye aphikisayo ukuze akusize unqume ukuthi yiziphi izikhangiso ezingasebenzi ngendlela obungathanda ngayo.

Ungasebenzisa amagama angukhiye aphikisayo ukuze uvimbe imibuzo ethile yosesho emkhankasweni. Ngokwesibonelo, uma unesitolo sezicathulo, kufanele wengeze amagama angukhiye angalungile ezingeni lomkhankaso ukuze lezi zikhangiso zingaboniswa kubantu abafuna izicathulo ezingahlobene nezicathulo. Igama elingukhiye eliphikisayo olingezayo ezingeni lomkhankaso lizosebenza njengegama elingukhiye elingalungile emaqenjini ezikhangiso azayo.

Ukusetha amabhidi mathupha

Ku-Google Adwords, ukusetha amabhidi mathupha akunconyiwe. Uma usaqala, kufanele ucabange ukusebenzisa isu lokubhida elizenzakalelayo esikhundleni salokho. Ukubhida mathupha kungaba yingozi ngoba kungase kuholele ekumosheni ibhajethi yakho yesikhangiso. Noma kunjalo, ungenza okuningi ngesabelomali esitholakalayo ngokusebenzisa isu lebhidi elizenzakalelayo. Leli su libandakanya ukunquma ibhidi elifanele lawo wonke amagama angukhiye neqembu lesikhangiso, okuzokuvumela ukuthi ukhuphule ibhidi yakho uma iqembu elithile lesikhangiso noma igama elingukhiye lenza kahle.

Enye indlela yokuhlola amabhidi ukusebenzisa i-Google Bid Simulator. Ngokunika amandla i- “amakholomu” inketho kuzinga legama elingukhiye, ungabona umthelela woshintsho lwebhidi kubhajethi yakho yansuku zonke. Qaphela ukuthi idatha ingase ingabi nembi kangako uma imikhankaso yakho ihlale ifinyelela ibhajethi yayo yansuku zonke noma isanda kushintsha amabhidi wayo.

Ekusetheni amabhidi mathupha ku-Google Adwords, udinga ukwazi izici ezihlukahlukene zohlelo, okuhlanganisa Izinga Lesikhangiso kanye Nomphumela Wekhwalithi. Ungakhuphula amabhidi wakho wamagama angukhiye angcono kakhulu asuselwa ekusebenzeni kanye ne-ROAS, futhi wehlise amabhidi akho kulabo abangasebenzi kahle.

Ungadala imithetho emkhankasweni, iqembu lesikhangiso, kanye nezinga lesikhangiso. Le mithetho izokusiza ukuthi ulungiselele umkhankaso wakho wesikhangiso ukuze uthole ukuguqulwa okuphezulu. Ngokwenza imithetho yomkhankaso ngamunye, ungase futhi wonge isikhathi futhi uqinisekise ukuthi izikhangiso zakho zidlala kahle. Izinzuzo zokubhida mathupha ngaphezu kokubhida okuzenzakalelayo zicacile: ikunikeza ukulawula ibhajethi yakho futhi ikusiza ukuthi uthuthukise ukusebenza komkhankaso wakho.

Ukusetha amabhidi ngokwenza ku-Google Adwords kubiza kakhulu kunenketho ezenzakalelayo. Nokho, kuzodingeka ubeke isabelomali sansuku zonke futhi ukhethe amagama angukhiye kanye namanani ebhidi ngokucophelela. Ngaphezu kwalokho, izikhangiso ezingaphezulu kwemiphumela yosesho lwe-Google zivame ukubiza kakhulu. Ngakho, kubalulekile ukubeka ibhajethi yansuku zonke futhi ukhumbule izinhloso zakho.

Uma ufuna ukukhulisa imizamo yakho yokuthengisa online, I-Adwords ingakusiza ukuthi ukwenze. Ukukhangisa kwe-AdWords kukuvumela ukuthi uqondise amakhasimende angaba khona ngokusebenzisa ukukhangisa okusekelwe egameni elingukhiye. Le ndlela yokukhangisa inezinzuzo eziningi. Ingasetshenziselwa ukuthola amakhasimende amasha, qondisa izindawo zezwe, futhi wenze ngcono imizamo yakho ye-SEO. Ngaphezu kwalokho, I-AdWords inikezela ngezinketho eziningi ezivumelana nezimo, njengezinhlobo zokufanisa amagama angukhiye, izikhathi eziqondile nezindawo, izandiso zesikhangiso, kanye nohlu lwezinye izici.

Ukukhangisa ngokuchofoza ngakunye

Ukukhangisa ngokuchofoza ngakunye kuyindlela evamile yokukhangisa nge-inthanethi, nabakhangisi abavuma ukukhokhela umshicileli inani elithile ngokuchofoza ngakunye. Kunezinhlobo ezimbili eziyisisekelo zokukhangisa kwe-PPC: isilinganiso esiphansi kanye nesisekelo sokubhida. Uhlobo lokuqala lubiza kancane, futhi kubandakanya umkhangisi okhokha isilinganiso esinqunyiwe ngokuchofoza ngakunye. Abashicileli ngokuvamile banekhadi lokulinganisa elinemininingwane yamazinga ahlukene okukhokha ngokuchofoza ngakunye, futhi bazimisele ukuxoxisana ngamanani aphansi ngenani eliphezulu, izinkontileka zesikhathi eside.

Ukuze ukukhangisa ngokuchofoza ngakunye kusebenze, kubalulekile ukuhlukanisa amagama angukhiye abe amaqembu futhi uthuthukise ikhophi yesikhangiso esiqondiswe eqenjini ngalinye. Ngemva kokudala iqembu lamagama angukhiye, hlola izinguqulo ezihlukene zekhophi yesikhangiso sakho ukuze ubone ukuthi yiziphi ezenza kahle kakhulu. Ungasebenzisa futhi omaka bokulandelela ukukala ukusebenza kahle kwezikhangiso zakho zokukhokha ngokuchofoza.

Ngenkathi imiphumela yosesho yemvelo inqunywa izinjini zokusesha, Izikhangiso ze-PPC zisekelwe kuma-algorithms. Ngakho-ke, izindawo eziphezulu ekhasini ziphumela ekuchofozweni okuphezulu. Ukuze uthole isikhundla esiphezulu, abakhangisi kufanele babhide kakhulu futhi bakhokhe ngaphezulu ngokuchofoza ngakunye. Nokho, izikhangiso zokukhokha ngokuchofoza ngakunye ziba ingxenye edidiyelwe yomsebenzisi kuwebhu. Nakuba ukukhangisa kokukhokha ngokuchofoza kuyindlela evamile yokukhangisa ku-inthanethi, kube nokwamukelwa okuxubile. Nakuba abanye abantu bamukele imodeli yokukhangisa, abanye abaholi bamabhizinisi bazwakalise ukukhathazeka ngezindleko kanye nokufaneleka kwemodeli yokukhangisa. Amanye ama-CEO aze abuza ubuqotho bokubeka izikhangiso ezikhokhelwayo ekhasini lenjini yokusesha elingathathi hlangothi.

Ukukhangisa ngokuchofoza ngakunye kuyindlela edumile yokuthola izinga eliphezulu le-SERP, futhi ingenye yezindlela ezisheshayo nezisebenza kahle kakhulu zokuthola ithrafikhi ephezulu. Imodeli yokukhangisa yokukhokha ngokuchofoza ngakunye isebenza ngokubhida ngegama elingukhiye, lapho abakhangisi babeka khona inani eliphakeme ngokuchofoza ngakunye.

Ukukhangisa kokukhokha ngokuchofoza ngakunye kuvele kumodeli yezindleko zokuchofoza ngakunye kwaba inkundla eqinile enikeza izinkundla nezinqubo ezihlukahlukene.. Iphinde yavela ukuze ifake ukubhida okuhlakaniphile, okuvumela abakhangisi ukuba benze intengo ngokutholwa nevelu yokuguqulwa. Izinkampani eziningi eziku-inthanethi zisebenzisa ukukhangisa kokukhokha ngokuchofoza ngakunye ukuze zenze imali ngamasevisi azo amahhala.

Ukukhomba indawo

Ukukhomba indawo kubalulekile uma uzama ukufinyelela izethameli ezithile okuqondiwe kuzo. Nakuba kungase kubangele “baphonse inetha elibanzi,” i-geotargeting ikusiza ukuthi ugweme ukuchitha imali ngokukhawulela umkhankaso wakho endaweni ethile noma idolobha. Ukukhomba indawo kuyokusiza futhi ukuthi unqume ukuthi ikhophi yesikhangiso sakho izoheha izethameli ezithile eziqondiwe yini. Ngokwesibonelo, uma uyinkampani yokufulela, ungase uqaphele izinga lokuphendula eliphezulu elivela kumakhasimende ezifundeni ezithile kunakwezinye. Noma, uma ubheka ukufaka ama-solar panel, ungase uthande ukucabangela ukukhomba kuphela izindawo ezicebe kakhulu.

I-Geotargeting ingenye yezindlela zokwandisa i-ROI yakho ku-Google Adwords. Ukusebenzisa isici sokukhomba indawo kuzokhuphula ukuhambisana kwezikhangiso zakho futhi kuthuthukise i-CTR. I-Geo-targeting nayo izokusiza ukuthi wenze izikhangiso zakho zibe ngokwakho ngokugxila olimini nasemicimbini endaweni yangakini.

Ukuqondisa kwendawo ku-Google Adwords kukuvumela ukuthi uqondise abasebenzisi ngokusekelwe endaweni yabo, kodwa futhi ungasebenzisa idatha yomlando ukuze uqondise indawo ethile. Ngokwesibonelo, ungakhomba abantu abavakashele isifunda esithile, kodwa awuthenganga umkhiqizo. Ungakwazi futhi ukukhomba abantu abahlala endaweni ethile eminyakeni embalwa edlule. Kunezinketho eziningi ze-geotargeting zezinhlobo ezahlukene zezikhangiso, ukuze ukwazi ukuzisebenzisa ukuze uqondise izethameli ezifaneleka kakhulu zomkhiqizo wakho.

Indlela yokuqala ukusebenzisa ikhodi yeposi. Uma uzama ukufinyelela abantu abaningi endaweni ethile, cabanga indlela yokukhomba ikhodi yeposi. Ngale ndlela, uzokwazi ukukhomba abantu abahlala endaweni ethile yedolobha. Bese, ungasetha isikhangiso esihambisana nalabo bantu abahlala kuleyo ndawo.

I-Geo-targeting ingakusiza ukuthi wonge imali futhi ufinyelele izethameli ezifanele ngesikhangiso esithile. Ungakha okuqukethwe okuthile kwezifunda ezahlukahlukene, okufaka amakhuphoni noma amadili ahambisana nendawo. Ngokwesibonelo, umthengisi we-inthanethi angakhomba abantu endaweni yase-Miami ngezikhangiso zempahla yokubhukuda, kuyilapho eyodwa e-Boston ingase ikhuthaze amafosholo eqhwa. Ukwengeza, izinhlangano ezinezindawo eziningi zingabonisa ikheli lehhovisi eliseduze ukuze zisize abantu balithole.

Imodeli yokubhida

Kunamamodeli ahlukene wokubhida ohlelweni lwe-Google Adwords, futhi uzodinga ukukhetha ezokusebenzela kangcono umkhankaso wakho. Kubalulekile ukuqonda imigomo yakho kanye nalokho othemba ukukuzuza ngomkhankaso wakho ngaphambi kokukhetha imodeli yokubhida. Imikhankaso ehlukene izodinga amasu ahlukene ukuze kwenyuswe amanani okuguqulwa.

Imodeli eyodwa yokubhida ethandwayo ukubhida okusekelwe enanini, egxile ekwandiseni ukubaluleka kokuvela kwesikhangiso. Leli su lenza abakhangisi basebenzise imali eningi kumakhasimende anenzuzo futhi encane kulawo angabalulekile kangako. Ngokugxila enanini lekhasimende, abakhangisi bangathuthukisa imikhankaso yabo ukuze bathole amanani angcono okuguqulwa kanye nezindleko eziphansi zangemuva kokuguqulwa.

Amamodeli wokubhida ku-Adwords ahlukaniswe abe izinhlobo ezimbili eziyinhloko: ukubhida okuzenzakalelayo kanye nokubhida okwenziwa ngesandla. Ukubhida okuzenzakalelayo kuyinhlanganisela yokubhida okuhlakaniphile nokubhida okwenziwa mathupha. Umsebenzisi usetha ama-CPC ayisisekelo wamaqembu ezikhangiso namagama angukhiye futhi uvumela i-Google ukuthi ilungise amabhidi njengoba kudingeka. Ngokubhida okuzenzakalelayo, I-Google izama ukwenza isilinganiso samabhidi, kodwa inelungelo lokukhuphula noma lehlise ibhidi yakho ngenxa yokuncipha kwamathuba okuguqulwa.

Enye imodeli esetshenziselwa ukubhida okuzenzakalelayo i-Optimize Conversions. Le modeli isebenzisa isilinganiso senani lokuguqulwa kuzindleko zokuchofoza. Ukusebenzisa le ndlela, I-Google izolungisa isamba esichithwe yizikhangiso ukuze kukhulu ukuguqulwa. Izozama nokuthola imikhondo eshibhile, kodwa ngekhono eliphezulu lokuguqulwa. Elinye isu lokubhida elihlakaniphile yi-ROAS. Ngokusebenzisa le modeli, ungasetha i-ROI eqondiwe kanye nenani lokuthengisa lokuguqulwa ngakunye.

Ukuthuthukisa amabhidi akho ngokusekelwe enanini lokuguqulwa okwenziwe kubalulekile ukuze uphumelele umkhankaso wakho. Ukuze kuthuthukiswe ukuguqulwa, kufanele uhlukanise imikhankaso yokuhlola ukuze ubone ukuthi yimaphi amagama angukhiye akhiqiza ukuguqulwa okuningi nokuthi yimaphi angenzi. Nakuba bangase balethe imali efanayo, amagama angukhiye ahlukene anamanani ahlukene edola namamajini. Ngakho-ke, akufanele usethe ibhidi yengubo yawo wonke amagama angukhiye.

I-Optimize Conversions ingenye isu elisebenzisa ukufunda komshini ukuze kuthuthukiswe ngokuzenzakalelayo amabhidi omkhankaso. Isebenzisa idatha yomlando nendawo ukuze isethe amabhidi ngokusekelwe ekuguquleni. Le ndlela iyisinqumo esihle kulabo abafuna ukonga isikhathi nokuphatha ibhajethi yabo.

Izindleko

Ukuze unqume izindleko ezifanele zemikhankaso ye-Adwords, kubalulekile ukuqonda izindleko ngokuchofoza ngakunye. Le nombolo izokusiza ukuthi uhlale ngaphakathi kwesabelomali sakho futhi ikunikeze umbono wamathrendi ezindlekweni ze-Adwords. Izindleko ngokuchofoza ngakunye zisekelwe ezindlekweni ezimaphakathi zegama elingukhiye elithile. Kungcono ukugxila kumagama angukhiye wevolumu ephezulu nge-CPC ongakwazi ukuyikhokhela ngokunethezeka.

Izindleko ezimaphakathi ngokuchofoza ngakunye ku-AdWords ziyahlukahluka ngamagama angukhiye nangezimboni, kodwa kubi $2.32 ngezikhangiso zosesho kanye $0.58 ukuze kuboniswe izikhangiso. Ukuze uthole ulwazi olwengeziwe, funda mayelana namamethrikhi e-AdWords. Enye into ebalulekile ezindlekweni ze-AdWords ngokuchofoza ngakunye Ikhwalithi Yesikolo, esetshenziswa i-Google ukunquma ukuhambisana kwezikhangiso. Amagama angukhiye anesikolo sekhwalithi ephezulu azuza ama-CPC aphezulu.

Amagama angukhiye ayishumi aphezulu abiza kakhulu e-AdWords ahlobene nezezimali nezimboni eziphatha izimali ezinkulu.. Amadivaysi eselula nawo aya ngokuduma njengoba abantu basesha iwebhu besebenzisa amafoni abo. Ngenxa yalokho, abakhangisi kufanele babele isabelomali esiningi ezinjinini zokusesha zamaselula. Ngaphezu kwalokho, kufanele baqaphele ama-CPC aphezulu ezimbonini ezifana nezemfundo nokwelashwa.

Abakhangisi be-AdWords kufanele babe nokulawula okungcono emikhankasweni yabo. Kube nezikhalazo mayelana nokuntuleka kokubika nokuphathwa kwe-akhawunti ku-Google AdWords. Ngamathuluzi okubika athuthukisiwe, abakhangisi banganciphisa ukukhathazeka mayelana nokukhwabanisa ngokuchofoza. Bangakwazi futhi ukushintsha isabelomali sabo baye ezinhlotsheni zezikhangiso ezinama-CPC aphezulu.

Isikolo sekhwalithi: Isikolo sekhwalithi ye-AdWords siyisibalo esiyinkimbinkimbi esinquma izindleko ngokuchofoza ngakunye kanye nokubekwa kwesikhangiso. Ukukhetha isikhangiso sekhwalithi ephezulu kunganciphisa izindleko zakho ngokuchofoza ngakunye 50%. Nokho, isikhangiso sekhwalithi ephansi singakhuphula izindleko zakho ngokuchofoza ngakunye 400%.

Kungenzeka ukuthi uyazibuza ukuthi ungayenza kanjani inzuzo ye-Google Adwords. Indlela engcono kakhulu yokwenza lokhu ukuqonda izisekelo zesikhulumi. Kunezindlela ezimbalwa ezahlukahlukene zokwenza ngakho, kodwa izinto ezibaluleke kakhulu okufanele uzikhumbule ukungenzi inkimbinkimbi kakhulu. Kugcine kulula ngangokunokwenzeka, futhi wenze okuncane ngokuvumela kwenkundla. Futhi, khumbula ukuthi udinga ukubekezela. Kuthatha isikhathi ukuthola okuningi ku-Adwords.

I-Google Adwords

I-Google AdWords inikeza ikhono lokulandelela nokuhlaziya ukusebenza kahle komkhankaso wakho wesikhangiso. Kunamamethrikhi ambalwa angakusiza ukuthi unqume ukusebenza komkhankaso wakho, kufaka phakathi i-CTR yakho evamile, inani lakho lebhidi, nokubizelwa kwakho esenzweni (isiphi isenzo ofuna abasebenzisi basenze ngemva kokuchofoza isikhangiso sakho). Lolu lwazi lungaba usizo lapho udala umkhankaso omusha wesikhangiso noma ulungisa okhona kakade.

I-Google AdWords isebenza ngokuchofoza ngakunye (I-PPC) imodeli, okusho ukuthi ubhida ngamagama angukhiye ahambisana nomkhiqizo noma isevisi yakho. I-Google izobe isibonisa izikhangiso zakho lapho othile asesha amagama angukhiye owakhethayo. Izikhangiso zizovela kukho kokubili ukusesha namanethiwekhi okubonisa.

Kunezinhlobo ezimbalwa zemikhankaso ezitholakalayo. Umkhankaso ngamunye unomgomo ohlukile futhi uzodinga ulwazi oluhlukile. Kufanele ukhethe uhlobo lwezithameli ofuna ukuzikhomba ngokusekelwe olwazini olunikezayo. Ngokwesibonelo, uma ungathanda ukwenza izithameli, kufanele ukhethe umkhankaso wokusesha. Ungakhetha ukuvela kumanethiwekhi ahlukahlukene futhi uqondise izilimi ezithile nezethameli.

Uma unebhizinisi elincane, I-Google Adwords ingaba namandla. Kungaba nzima ukukhetha indlela engcono kakhulu yomkhankaso wakho, kodwa inkundla yesikhangiso ye-Google inikeza amathuluzi enza inqubo ibe lula. Ngokuzibekela imigomo nokusebenzisa indlela ehlelekile, I-Adwords ingakusiza ukuthi ufinyelele imigomo yakho.

Lapho ukhetha umkhankaso, cabanga ukuthi uzimisele ukusebenzisa malini. Ungakwazi futhi ukuhlela isabelomali usuku ngalunye ukuze ukhokhele izikhangiso. I-Google AdWords ivumela abakhangisi ukuthi babhide ngamagama angukhiye anophawu lokuhweba. Ku 2004, I-Google yethule le nketho, futhi ngoMeyi 2008, baphinde banweba inqubomgomo kwabaqhudelana nayo. Ukusebenzisa uphawu lokuhweba, nokho, kufanele uqale uyibhalise nethimba le-Google Advertising Legal Support.

Amaqembu esikhangiso segama elingukhiye elilodwa

Ukudala amaqembu esikhangiso segama elingukhiye elilodwa kuyisu elisebenzayo elikusiza ukuthi usebenzise ngokugcwele umkhankaso wakho wosesho olukhokhelwayo. Ungasebenzisa zontathu izinhlobo zokufanisa eqenjini lesikhangiso segama elingukhiye elilodwa, kodwa ngokuvamile kuhle kakhulu ukunamathela ohlotsheni oluqondile lwe-Broad Match. Ngenxa yalokho, uzothola imiphumela engcono ngokukhomba amagama angukhiye amaningi.

Ikhwalithi yemiphumela yezikhangiso zakho izoncika ekutheni zihambisana kangakanani nesethi yegama elingukhiye. Ikhwalithi yakho ephezulu yamaphuzu, izindleko zakho zizoba ziphansi, futhi isikhangiso sakho sizovela ezindaweni eziphezulu. Ukusebenzisa amaqembu esikhangiso egama elingukhiye elilodwa kungase kungasebenzi kuwe. Kufanele ulungele ukwenza umsebenzi omningi ngaphambili.

Isinyathelo sokuqala ukukhetha amagama akho angukhiye. Sebenzisa ithuluzi lamagama angukhiye ku-akhawunti yakho Yezikhangiso ze-Google ukuze uthole ukuthi yimaphi amagama angukhiye asebenza kahle kakhulu. Kufanele wengeze zontathu izinhlobo zokufanisa kumagama akho angukhiye, kodwa kungcono ukusebenzisa ukufanisa okubanzi kwamagama angukhiye abaluleke kakhulu. Ungakwazi futhi ukwengeza umbhalo wencazelo ozowudlala enhlosweni yesesheli.

Amaqembu esikhangiso segama elingukhiye elilodwa le-Adwords anezinzuzo eziningi. Ikuvumela ukuthi wenze amakhasi afaneleka kakhulu okudala nawokufikela aqondene negama lakho elingukhiye, ngalokho kuthuthukisa i-CTR yakho namazinga okuguqulwa. Amaqembu ezikhangiso zegama elingukhiye elilodwa nawo aziwa ngokuthuthukisa isikolo. Ingxenye engcono kakhulu, isofthiwe imahhala ukulanda nokusebenzisa.

Amaqembu ezikhangiso zegama elingukhiye elilodwa angahluka kakhulu kwelinye. Lokhu kusho ukuthi kubalulekile ukuwahlola futhi uwalungiselele ukuze unqume ukuthi yiziphi ezisebenza kahle kakhulu kumkhankaso wakho. Lokhu kungenxa yokuthi ungakwazi ukulungisa amagama angukhiye futhi ugweme ukuchitha imali ngokuchofoza okungabalulekile. Ungasebenzisa futhi imininingwane yedatha yegama elingukhiye ukuze uhlonze amagama angukhiye amahle Amaqembu Esikhangiso Egama elingukhiye Elilodwa.

Ukubhida okuzenzakalelayo

Nakuba ukubhida okuzenzakalelayo kusiza kwezinye izimo, akuyona inketho engcono kakhulu ngaso sonke isikhathi. Ukubhida okuzenzakalelayo akukuvumeli ukuthi wenze izinguquko ezikhethiwe zebhidi, futhi kwesinye isikhathi ingashiya izikhangiso zakho zigqitshwe phansi kwekhasi. Kulezi zimo, ukubhida ngesandla kuyinketho engcono. Kubalulekile futhi ukuqaphela ukuthi ukubhida okuzenzakalelayo akukuvumeli ukuthi ulawule ibhidi yamagama angukhiye athile.

Okunye okukhathazayo okuyinhloko kokubhida okuzenzakalelayo ku-Adwords ukuthi kungaholela ekuchofozweni okubizayo. Nakuba ukuchofoza ngokuvamile kungafinyeleli amanani aphezulu, unganciphisa inani lokuchofoza ngokusetha i-CPC ephezulu. I-Google incoma ubuncane bezinsuku eziyisikhombisa ngaphambi kokusebenzisa lolu shintsho.

Ukubhida okuzenzakalelayo ku-Adwords kusebenza kancane kunokubhida okwenziwa mathupha ezimeni ezithile, okuhlanganisa nokuzuza izikhundla eziphezulu. Leli su liphinde lenze kube nzima ukuncintisana nezimbangi futhi lingenza kube nzima ukuhambisana nezitayela zemakethe. Kuphinde kuthinte zonke izici zomkhankaso futhi akuyona i-granular, okusho ukuthi awukwazi ukusizakala ngayo yonke inkambiso yemakethe.

Okunye okungalungile kokubhida okuzenzakalelayo ukuthi akwenzeki ukusetha isivalo sebhidi. Lokhu kusho ukuthi ungasebenzisa imali ngokushesha kakhulu ngesikhangiso sakho. Udinga ukulandelela wonke amabhidi akho futhi uqiniseke ukuthi anenzuzo. Amasu okubhida okuzenzakalelayo angasiza ezimweni ezithile, kodwa ngokujwayelekile, kufanele zisetshenziswe kuphela ezimeni lapho ukuguqulwa kuwumgomo oyinhloko.

Kunamaqhinga ahlukahlukene atholakalayo okwenza ukubhida okuzenzakalelayo ku-Adwords kukusebenzele. Abanye babo bangcono kunabanye, kuyilapho ezinye zingalimaza i-akhawunti yakho. Ezinye zingcono kakhulu ezinhlotsheni ezithile zamabhizinisi.

Izikolo zekhwalithi

Kunezici ezimbalwa ezinomthelela kumphumela wekhwalithi. Okokuqala, ikhasi lakho lokubikezela kufanele likunikeze ulwazi oluhle lomsebenzisi. Lokhu kuhlanganisa ukuba lula ukuzulazula nokunikeza ulwazi mayelana nebhizinisi lakho. Ikhasi lakho lokubikezela kufanele futhi licace mayelana nendlela elisebenzisa ngayo ulwazi oluvela kubavakashi. Okwesibili, umlando wakho wokuchofoza-udlula-izinga (I-CTR) kuyisici esiyinhloko ku-Quality Score yakho. I-Google isebenzisa le CTR ukuhlola isikhangiso sakho. Labo abane-CTR ephakeme bavame ukuthola amaphuzu angcono, ngakho-ke kufanele uhlose lokho.

Okwesithathu, cabanga ukusebenzisa amagama angukhiye afanelekile. Ukucwaninga amathrendi angukhiye angakusiza ukuthi ubhale izikhangiso ezingcono nokuqukethwe. Ukusebenzisa amagama angukhiye alungile kungasiza iwebhusayithi yakho ibekwe phezulu emiphumeleni yosesho lwe-Google. Ukusesha kwamagama angukhiye kungaphinda kuveze ukuthi amakhasimende akho afunani. Uma unokuzwisisa kahle ukuthi amakhasimende akho afunani, ungakha amakhasi okufika afana nezidingo zawo.

Izikolo zekhwalithi ye-AdWords zisekelwe ezintweni ezintathu: izinga lokuchofoza, ukubaluleka kwesikhangiso, kanye nolwazi lwekhasi lokufika. Amaqembu ezikhangiso ahlukene egama elingukhiye elifanayo azoba nemiphumela Yekhwalithi ehlukile. Lokhu kungenxa yokuthi ukwakhiwa kwesikhangiso nekhasi lokubikezela lingase lihluke. Ukukhonjwa kohlobo lwabantu nakho kungase kuhluke. Umphumela Wekhwalithi ephezulu uzokwandisa amathuba okuthi isikhangiso sakho sibonwe abantu abafuna umkhiqizo noma isevisi yakho.

I-Adwords ihlale ikhipha izici ezintsha ukuze ithuthukise ukusebenza kwabasebenzisi bayo. Lezi zici ziklanyelwe ukuthuthukisa ukusebenza kahle kwesikhangiso se-PPC ngokwandisa izinga lokuchofoza kanye nokubonakala kwesikhangiso sisonke.. Ngokuthuthukisa lawa mamethrikhi, uzothola Ikhwalithi Yekhwalithi ephezulu. Ngokwesibonelo, ungazama ukwengeza inkinobho yokushaya, ulwazi lwendawo, kanye nezixhumanisi eziya ezingxenyeni ezithile zewebhusayithi yakho.

Izandiso zekholi

Izandiso zekholi ziyindlela enhle yokuguqula ukuchofoza kwakho okuningi kube amakholi wefoni. Bangakusiza ukuthi ukhuphule izinga lokuguqulwa ngokususa isinyathelo esengeziwe ohambweni lomthengi oluya ebhizinisini lakho. Ukwengeza izandiso zekholi kumkhankaso wakho Wezikhangiso ze-Google kulula futhi kudinga izilungiselelo ezimbalwa eziyisisekelo.

Izandiso zekholi zinhle kunoma yimuphi umkhankaso, kodwa ziwusizo ikakhulukazi emikhankasweni yeselula neyendawo. Uma usebenzisa izandiso zekholi, uzofuna ukwenza isiqiniseko sokuthi ukulandela kwakho kwe-PPC kusethelwe ukulandelela ivolumu yocingo lwakho. Abathengisi abaningana bahlinzeka ngamamethrikhi ekholi ongawasebenzisa ukulandelela ivolumu yekholi yakho.

Izandiso zekholi zivela eduze naphansi kwesikhangiso sakho, lapho abaseshi bangabathinta khona ukuze baxhumane nawe. Izandiso zekholi zingathuthukisa ukuguqulwa ngokwandisa izinga lokuchofoza, njenge 70% sezisheli zeselula zisebenzisa isici sokuchofoza ukuze ushayele ucingo uhlobo. Ngaphezu kwalokho, 47% yabaseshi ukuhlola ezinye izinhlobo ngemva kokushaya ucingo.

Izandiso zekholi ziyindlela ewusizo yamabhizinisi e-ecommerce. Izandiso zekholi zivumela abathengi ukuthi bashayele ibhizinisi lakho ngokuqondile ngaphandle kokugcwalisa ifomu eliku-inthanethi. Angasetshenziswa futhi ukunikeza ukwesekwa kwefoni kumakhasimende. Ngokwesibonelo, UDell unikeza ukwesekwa kwefoni kumalaptop ebhizinisi akhe. Ungasebenzisa futhi izandiso zekholi ku-Google Adwords.

Imibiko yokulandelela ikholi ikusiza ukuthi uqonde ukuthi imikhankaso yakho yedijithali iguquka kanjani. Ukwazi ukuthi yiziphi iziteshi ezikhiqiza ukuguqulwa okuningi kubalulekile ekuthuthukiseni i-akhawunti yakho. Ukwazi ukuthi yimaphi amagama angukhiye acupha izingcingo kuzokusiza ukuthi usethe isu elisebenzayo lokuthengisa.

I-Google Adwords iyinkundla yokukhangisa ekhokha ngokuchofoza ngakunye. Isebenza ngokuqalisa izindali nokusebenzisa amakhukhi ukuze uqondise izikhangiso zakho kubasebenzisi abathile. Ukusebenzisa le nkundla kuyindlela engabizi kakhulu yokukhangisa. Okubhalwe ngezansi ezinye zezindlela ongayisebenzisa ngayo ebhizinisini lakho.

I-Google Adwords iyinkundla yokukhokha ngokuchofoza ngakunye

I-Google AdWords ingelinye lamanethiwekhi amakhulu okukhangisa aku-inthanethi, ukusiza amabhizinisi afinyelele abangaba amakhasimende emhlabeni jikelele. Isebenza ngokuvumela abakhangisi ukuthi babhide ngamagama angukhiye azobangela ukuthi izikhangiso ezixhasiwe ziboniswe. I-Google izokhetha ukuthi iziphi izikhangiso ezizoboniswa ngokusekelwe kumphumela wekhwalithi yesikhangiso, kanye nebhidi yomkhangisi. Ngomqondo othile, kufana nendali, lapho ibhidi ephezulu, maningi amathuba okuthi isikhangiso sizovela.

Uma usebenzisa i-Google Adwords, kubalulekile ukwenza ucwaningo lwamagama angukhiye. Awufuni ukusebenzisa imali ezikhangisweni ezingahlobene nezidingo zababukeli bakho. Kubalulekile futhi ukwazi imakethe futhi uqonde ama-nuances wokukhokha ngokuchofoza ngakunye.

I-Google Adwords iyinkundla ekhokhayo yokuchofoza ngakunye ekuvumela ukuthi ubeke izikhangiso emiphumeleni yosesho, izingosi ezingasesheli, izinhlelo zokusebenza zeselula, namavidiyo. Abakhangisi bakhokhela i-Google ngokuchofoza ngakunye, umbono, noma kokubili. Uma uqala umkhankaso we-Google, kubalulekile ukunaka kakhulu Ikhwalithi yakho bese ukhetha amagama angukhiye ahambisana nebhizinisi lakho. Lokhu kuzokusiza ukwandisa amathuba akho okuzuza ukuthengisa okunenzuzo.

Njenganoma yiluphi olunye uhlobo lokukhangisa olukhokhelwayo, kukhona ijika lokufunda. I-Google Adwords ingenye yezinkundla ezidume kakhulu zokukhangisa ezikhokhelwayo. Ihlanganisa amasu okuthuthukisa kanye nezici eziqondene nendawo yesikhulumi. Njenganoma iyiphi inkundla yokukhangisa ekhokhelwayo, ukhokhela ukubonakala, kanye nokuchofozwa okwengeziwe izikhangiso zakho zithola, ayanda amathuba okuzuza amakhasimende amasha.

Ukukhomba kabusha kungenye isu elisebenzayo. Isebenza ngokusebenzisa amakhukhi okulandelela ukulandelela imisebenzi yomsebenzisi kuwebhu. Lawa makhukhi alandela umsebenzisi ku-inthanethi futhi amqondise ngezikhangiso. Amathemba amaningi adinga ukubona ukumaketha kwakho izikhathi ezimbalwa ngaphambi kokuba abe ikhasimende. Kunezinhlobo ezinhlanu zemikhankaso engadalwa ku-Google Adwords.

Iqala indali

Uma umsebenzisi esesha igama elingukhiye elithize noma ibinzana, I-Google inquma ukuthi yiziphi izikhangiso ezizoboniswa ngokusekelwe kumkhawulo webhidi kanye nesikolo sekhwalithi. Lezi zici ezimbili zinquma ukuthi yiziphi izikhangiso ezivela ekhasini lomphumela wosesho nokuthi zizobiza malini. Ikhwalithi yakho ephezulu yamaphuzu, maningi amathuba okuthi isikhangiso sakho siboniswe.

Ungaqapha ukuthi isikhangiso sakho sisebenza kanjani ngokusebenzisa imininingwane yendali. Amathuluzi ahlinzeka ngolwazi olubalulekile ukukusiza ukuthi ulungiselele imikhankaso yakho. Idatha itholakalela imikhankaso ethile, amagama angukhiye, namaqembu ezikhangiso. Uma unamagama angukhiye amaningi, ungasebenzisa lolu lwazi ukuze unqume ukuthi yiziphi ezithola imiphumela engcono kakhulu.

Injini yokusesha ye-Google isebenza ngaphezu kwalokho 3.5 ukusesha kwezigidigidi ngosuku. Amaphesenti angamashumi ayisishiyagalombili nane abasebenzisi be-inthanethi basebenzisa injini yokusesha okungenani kathathu ngosuku. Isikolo sekhwalithi nezindleko ngokuchofoza ngakunye (CPC) siza i-Google inqume ukuthi yiziphi izikhangiso ezihambisana kakhulu nombuzo weseshi. Njalo uma useshi ethayipha umbuzo ofana nezikhangiso zakho, isicelo sibalwe kabusha, futhi isikhangiso esiwinayo siyavezwa.

Esinye isici esibalulekile okufanele sicatshangelwe ukuncintisana. Uma ukhokha kakhulu ngegama elingukhiye elithile, uzibeka engcupheni yokweqiwa yilowo oncintisana naye. Uma izimbangi zakho zikhokha kakhulu, ungakhokha kancane ngokuchofoza ngakunye. Kodwa uma unomncintiswano ophansi, lokhu kungasho ukuthi ungathola okuningi esikhangisweni sakho.

I-Google yenza izigidigidi zezindali njalo ngenyanga. Lokhu kuqinisekisa ukuthi isikhangiso sakho sibonakala kubasebenzisi abafanelekile futhi kubiza ngaphansi kwezimbangi zakho. Izindali zenza i-Google imali, kodwa futhi zikusiza wenze imali. Futhi ungakhohlwa ukukhetha igama lomkhankaso wakho wesikhangiso! A elula, Igama elihehayo ngokuvamile lihamba phambili!

Isebenzisa amakhukhi ukukhomba abasebenzisi

Amakhukhi amafayela ombhalo amancane agcinwa kuwebhusayithi kukhompyutha yomsebenzisi. Iwebhusayithi kuphela engafunda okuqukethwe kwalawa mafayela. Ikhukhi ngalinye lihlukile esipheqululini sewebhu esithile. Ziqukethe ulwazi olungaziwa njengegama lewebhusayithi, isihlonzi esiyingqayizivele, namadijithi. Amakhukhi anika amandla amawebhusayithi ukuthi alandelele izintandokazi njengokuqukethwe kwenqola yokuthenga, futhi uvumele abakhangisi ukuthi baqondise izikhangiso eqenjini elithile.

Noma kunjalo, izinguquko zakamuva emithethweni yobumfihlo ziphoqa abakhangisi ukuthi babheke izindlela ezintsha zokukhomba abasebenzisi. Iziphequluli eziningi zewebhu manje sezivimba amakhukhi ezinkampani zangaphandle. Isiphequluli se-Safari se-Apple sisanda kubuyekezwa ukuze uvimbele amakhukhi ezinkampani zangaphandle, futhi i-Mozilla ne-Google bamemezele izinhlelo ezifanayo zeFirefox ne-Chrome. Lokhu ukubuyisela emuva kubakhangisi, kodwa kuzobanikeza isikhathi sokuthola ezinye izindlela.

Amakhukhi ezinkampani zangaphandle angasetshenziswa futhi ukukhomba abasebenzisi. Bavumela amawebhusayithi ukuthi anikeze izikhangiso kubasebenzisi ngaphandle kokuthi bashiye iwebhusayithi yabo. Lokhu kungaba yinzuzo ezitolo ze-eCommerce, kodwa futhi kungaholela kumuzwa wokwephulwa kwabantu ngabanye. Kubalulekile ukukhumbula lokhu uma usebenzisa lawa makhukhi emikhankasweni yakho yokukhangisa ku-inthanethi.

Amakhukhi enkampani yokuqala adalwa iwebhusayithi oyivakashelayo. Baqoqa ulwazi mayelana nokuziphatha kwakho ukuze bakwazi ukuthuthukisa isayithi labo. Ngokwesibonelo, bangakhumbula inqola yakho yokuthenga noma usayizi wesikrini sakho. Amakhukhi enkampani yangaphandle, Ngokwesinye isandla, adalwe inkampani yezinkampani zangaphandle futhi asetshenziselwa ukuthumela izikhangiso ezihambisana kakhulu nomsebenzisi.

Ukukhangisa okusekelwe kukhukhi akukusha. Empeleni, iqala emuva 1994, lapho amakhukhi okuqala asungulwa. Ngaphambi kwamakhukhi, amawebhusayithi amile ayejwayelekile. Kodwa ngokuthuthukiswa kwamakhukhi, abakhangisi bakwazile ukwenza ngokwezifiso amawebhusayithi kubasebenzisi babo. Bekungasadingeki ukuthi bahlonze amawebhusayithi mathupha.

Ibiza izindleko

Ukusebenza kahle kwezindleko kuyisici esibalulekile okufanele sicatshangelwe lapho unquma ngesabelomali sokukhangisa. Ibhidi ephezulu ingaholela ekuthengisweni okwengeziwe ngezindleko eziphansi uma kuqhathaniswa. Nokho, lokhu akusho ngaso sonke isikhathi ukuthi kufanele ukhuphule ibhidi yakho ngokuphawulekayo. Kunemikhawulo ethile lapho ungakhuphula khona ibhidi yakho ngaphambi kokuthi ingabi nanzuzo. Uma usebenzisa $10 esikhangisweni futhi uthole izindali ezinhlanu, lokho kungaba yimbuyiselo enhle kakhulu ekusetshenzisweni kwakho kwezikhangiso.

Enye yezinzuzo ezinkulu zokusebenzisa i-AdWords imbuyiselo engaba khona ekutshalweni kwezimali. Imikhankaso ye-AdWords iyalinganiseka futhi iyalandeleka, okwenza kube nokwenzeka ukubona ukuthi yiziphi izikhangiso eziletha ithrafikhi eningi. Lokhu kungaba yindlela enhle yokunciphisa izindleko zokukhangisa.

Izindleko ze-Adwords ziyahlukahluka kakhulu kuye ngemboni okuyo. Ucwaningo lwamagama angukhiye lungakusiza ukuthi unqume ukuthi ungathanda ukusebenzisa malini emkhankasweni wakho wesikhangiso. Uma ungaqiniseki ngamagama angukhiye ongawasebenzisa, zama ukuxoxisana nokubhala amagama ongasesha ebhizinisi lakho. Elinye ithuluzi elihle lokucwaninga kwamagama angukhiye Izikhangiso ze-Google’ khulula umhleli wegama elingukhiye.

Ukuze ukwandise imbuyiselo yakho ekutshalweni kwezimali, kufanele uzimisele ukutshala inani elifanele lemali. I-AdWords ingabiza kakhulu uma uyibhizinisi elincane. Kodwa kungenzeka ukuthi uthole imiphumela emihle uma usebenzisa imali elinganiselwe nsuku zonke. Kufanele uqale ngesabelomali esimaphakathi, futhi kancane kancane wenze ibhajethi yakho njengoba ufunda kabanzi mayelana nohlelo.

Enye indlela yokunciphisa izindleko zakho ze-AdWords ukusebenzisa amagama angukhiye aphikisayo. Lawa magama angukhiye anokuncintisana okuncane futhi anikeza i-ROAS engcono. Ngale ndlela, ibhajethi yakho isetshenziswa ngokuphumelelayo.

Kulula ukuyisebenzisa

Ziningi izinzuzo zokusebenzisa i-Google Adwords. Uma kwenziwe kahle, le nkundla inganikeza imiphumela elinganisekayo kuwo wonke umjikelezo wempilo yekhasimende – kusukela ekuqwashiseni umkhiqizo kuya ekuguquleni. Okubaluleke kakhulu, ithola umkhiqizo wakho phambi kwabantu abafuna ukuthenga. Abantu abaningi abafuna igama elingukhiye ku-Google banenhloso yokuthenga eqinile. Lokhu kukuvumela ukuthi ukhombe abantu abakulungele ukuthenga futhi ukhuphule izinga lakho lokuguqulwa.

I-Google AdWords isebenza njengendlu yendali. Ukhetha ibhajethi bese ubhidela izikhangiso zakho, eziboniswa kumakhasimende angaba khona. Uma othile echofoza esikhangisweni sakho, uzokhokha inani elithile ngalokho kuchofoza. Ngephutha, ukhawulelwe ekubhideni $2 noma ngaphansi, ukuze izikhangiso zakho ziboniswe kubantu abangabhidi okwengeziwe. Lokhu kungenxa yokuthi i-Google ifuna ukukhulisa imali engenayo. Uma kungekho muntu obhidayo ephakeme kunaleyo $2, isikhangiso sakho sizoboniswa kumuntu wokuqala osichofozayo.

Enye yezinzuzo ezinkulu ze-Google Ads yikhono lokukhomba izethameli zakho usebenzisa amagama angukhiye wezikhangiso. Lokhu kuphumela ekusetshenzisweni kwemali okuphansi kwezikhangiso kanye nokukhiqiza okuphezulu okuholayo. Ngokwesibonelo, uma ibhizinisi lakho lihlinzeka ngezinsizakalo zokususa iqhwa e-Buffalo, NY, angeke kube nengqondo ukusebenzisa igama elibanzi lokufanisa njengokuthi “izinsiza zasekhaya” ngoba uzobe uncintisana nabo bonke abahlinzeki besevisi yasekhaya.

Izinguquko ezimbalwa ezincane zingaholela ekwenyukeni okumangalisayo kumazinga okuchofoza. Uma usebenzisa ikhasi lokubikezela noma isikhangiso esihambisana kakhulu, ungakwazi ukukhuphula izinga lokuguqulwa kwakho kufika 50%. Ukuhlola ukuhlukanisa izikhangiso zakho namakhasi okubikezela nakho kuyanconywa kakhulu. Ukuhambisa ifomu kungakhuphula izinga lokuguqulwa kwakho 50%. Futhi, qiniseka ukuthi usetha ibhidi ephezulu yokuncintisana, njengoba lokhu kuzokugcina uphambi komncintiswano wakho.

I-AdWords inezinketho eziningi ongakhetha kuzo. Ungakhetha amagama angukhiye, imodeli yokubhida, Isikolo sekhwalithi, kanye nezindleko. Ukuze wenze okuningi emikhankasweni yezikhangiso zakho, kunezici eziningana okufanele zicatshangelwe. Qhubeka ufunde ukuze ufunde mayelana nezinketho ezahlukene ongakhetha kuzo. Bese ungakhetha leyo evumelana kangcono nebhizinisi lakho.

Amagama angukhiye

Uma usebenzisa i-Google AdWords kuwebhusayithi yebhizinisi lakho, udinga ukukhetha amagama akho angukhiye ngokuhlakanipha. Umgomo uwukuthola ukuchofoza okufanelekile kumakhasimende futhi ukhawulele inani lesikhangiso sakho esivelayo. Amagama angukhiye wokufanisa abanzi, nokho, zincintisana kakhulu futhi zingaheha amakhasimende angakudingi lokho okunikezayo. Ngokwesibonelo, uma ungumnikazi wenkampani ehlinzeka ngezinsizakalo zokucwaningwa kwamabhuku ezidijithali, awufuni ukukhangisa igama “ukumaketha kwedijithali.” Kunalokho, zama ukukhomba amatemu aqondile afana nalawa “ukumaketha kwedijithali” noma “izinsiza zokumaketha zedijithali”.

Ukukhomba igama elingukhiye kuyinqubo eqhubekayo. Kufanele uhlale ubheke amagama angukhiye amasha nasebenza kahle kakhulu akhanga izethameli zakho. Amagama angukhiye ashintsha njalo futhi ahlolwe kabusha njengoba kuvela ubuchwepheshe obusha namathrendi. Ngaphezu kwalokho, izimbangi njalo ukushintsha indlela yabo, amanani, kanye nezibalo zezethameli ziyashintsha.

Amagama angukhiye egama elilodwa mahle kumatemu okusesha ajwayelekile, kodwa akunakwenzeka ukuthi zikhiqize ukuthengisa. Kufanele uhlose ukuthola amagama angukhiye acacile nachazayo uma ufuna ukutholwa amakhasimende aqondiswe kakhulu. Ukuze uthole amagama angukhiye alungile, qalisa usesho ku-Google futhi ubone ukuthi yini ezayo. Chofoza ezikhangisweni ezimbalwa ukuze ubone ukuthi abanye abantu bafunani. Ungasebenzisa futhi izinsiza ezikhokhelwayo, njenge-Moz's Keyword Difficulty Tool, okunikeza isivivinyo samahhala sezinsuku ezingama-30.

I-Google inethuluzi eliyingqayizivele lokuhlela amagama angukhiye elingakusiza ukuthi uthole amagama angukhiye afanelekile. Ungayisebenzisa ukuze usize ukuthuthukisa izikhangiso zakho zosesho futhi udale amaposi ebhulogi, amakhasi okufika, kanye namakhasi omkhiqizo. Ingase futhi ikunikeze umbono wemisho noma amagama asetshenziswa izimbangi zakho.

Imodeli yokubhida

Ngaphezu kwemodeli ye-CPC yendabuko, I-Adwords iphinde inikeze inketho yokubhida ehlakaniphile nezenzakalelayo. Ngokubhida okuhlakaniphile, abasebenzisi basetha ama-CPC ayisisekelo kumagama abo angukhiye namaqembu esikhangiso. Nokho, I-Google inelungelo lokukhulisa noma lokwehlisa lawo mabhidi njengoba kudingeka. Ngokuvamile, izama ukwenza isilinganiso samabhidi ngenani eliphakeme ngokuchofoza ngakunye, kodwa ingase yehlise amabhidi lapho izinga lokuguqulwa liphansi.

Ungasebenzisa i-Google Analytics nokulandelela ukuguqulwa ukuze unqume amanani akho ebhidi. Ungasebenzisa futhi amathuluzi afana ne-Keyword Planner ukuze uthuthukise amabhidi omkhankaso wakho. Lawa mathuluzi angakusiza ukuthi unqume amagama angukhiye asebenza kahle kakhulu futhi usethe i-CPC yakho ngokufanele. Lawa maqhinga angasiza izikhangiso zakho zifinyelele izinga eliphezulu lokuchofoza futhi zikhulise ukuguqulwa.

Ukuhlolwa kokuhlukanisa kuyindlela ebalulekile yokuhlola isu lakho lokubhida. Ngokuhlola amabhidi ahlukene, ungakwazi ukukala ukuthi yimaphi amagama angukhiye ashayela ukuguqulwa okuningi nokuthi yimaphi akubiza kancane. Ungaphinda uqhathanise ukusebenza kwamaqembu akho ezikhangiso nemikhankaso. Bese, ungalungisa ibhidi yakho ngokufanele.

Isu le-Maxize Conversions lihlose ukukhulisa amanani okuchofoza ngenkathi uhlala ngaphakathi kwesabelomali sakho sansuku zonke. Isu le-Maxime Conversions lingasethwa njengomkhankaso owodwa, iqembu lesikhangiso, noma igama elingukhiye. Leli su lizolungisa ngokuzenzakalelayo amabhidi asekelwe kudatha yomlando ukuze kwenyuswe izinga lokuguqulwa kwakho. Leli su lifanele izinkampani ezifuna ukwethula imikhiqizo emisha, shintsha isitoko esisele, noma hlola imikhiqizo emisha.

Ungasebenzisa futhi imodeli yebhidi eyenziwa ngesandla. Lokhu kukunikeza ikhono lokushuna kahle izikhangiso zakho ngokusetha amabhidi wamagama angukhiye angawodwana kanye nokubeka izikhangiso. Ngokuvamile kuwumkhuba ophikisanayo, njengoba amathenda aphezulu ngokuvamile ethandwa kunamabhidi aphansi.

Isikolo sekhwalithi

Isikolo sekhwalithi siyisici esibalulekile somkhankaso wakho we-Adwords. Inquma ukuthi uchitha malini egameni elingukhiye ngalinye, futhi amaphuzu ekhwalithi ephansi azoholela ekusebenzeni kabi kanye namazinga okuchofoza aphansi (I-CTR). Amaphuzu ekhwalithi ephezulu yizindaba ezinhle, njengoba kuzosho ukubekwa kwezikhangiso okwengeziwe kanye nezindleko eziphansi. Isikolo sekhwalithi ye-AdWords sibalwa esikalini ukusuka kwesisodwa ukuya kweshumi. Kubalulekile ukuqonda isikolo sakho njengoba singase sihluke ngokusekelwe kumagama angukhiye owasebenzisayo namaqembu owadalayo.

Enye into ethinta umphumela wekhwalithi umuzwa wekhasi lokubikezela. Qinisekisa ukuthi ikhasi lakho lokubikezela lihambisana neqembu lamagama angukhiye futhi lihlobene nokuqukethwe kwesikhangiso sakho. Ikhasi lokubikezela elinokuqukethwe okufanele lizoba nemiphumela yekhwalithi ephezulu. Nokho, ikhasi lokubikezela elingabalulekile ekuqoqweni kwamagama angukhiye lizothola amaphuzu ekhwalithi ephansi.

Izinga lokuchofoza iphesenti labantu abachofoza isikhangiso sakho. Uma abantu abahlanu bechofoza esikhangisweni, bese unayo a 0.5% izinga lokuchofoza. Lesi yisici esibaluleke kakhulu ekunqumeni isikolo sakho Sekhwalithi. Futhi kuyinkomba yokuthi isikhangiso sakho sihambisana kangakanani nezidingo zoseshi.

Ukwengeza Ikhwalithi Yesikolo sakho se-Adwords kubalulekile empumelelweni yomkhankaso wakho we-AdWords. Amaphuzu aphezulu angakhuphula ukubonakala kwesikhangiso sakho futhi ehlise izindleko zomkhankaso wakho. Nokho, amaphuzu ekhwalithi ephansi angalimaza ibhizinisi lakho, ngakho-ke kubalulekile ukwenza okuqukethwe kwesikhangiso sakho kuhambisane ngangokunokwenzeka. Uma ungaqiniseki ukuthi ungasithuthukisa kanjani isikolo sakho Sekhwalithi, ungaqasha umbhali wesikhangiso ochwepheshile ukuze akusize ubhale isikhangiso esifanele izethameli zakho.

I-AdWords Quality Score iyimethrikhi ebalwa i-Google ukuze ihlole ikhwalithi yezikhangiso zakho. I-AdWords’ isikolo sekhwalithi sisekelwe kwikhwalithi yesikhangiso sakho namagama angukhiye. Umphumela wekhwalithi ephezulu uhumusha ezindlekweni eziphansi ngokuchofoza ngakunye. Lokhu kusho amathuba amaningi okuguqulwa.

Izindleko

I-CPC noma i-Cost-per-click iyisisekelo semikhankaso eminingi ye-Adwords. Nakuba le metric ayinikezi imininingwane eminingi iyodwa, kuyisiqalo esihle sokuqonda izindleko zomkhankaso wakho wokumaketha. Futhi kuyindlela enhle yokubona inani labantu ababona isikhangiso sakho. Lolu hlobo lolwazi luwusizo ikakhulukazi lapho usungula umkhankaso wokumaketha ophumelelayo ozohlala isikhathi eside.

Kunezindlela eziningana zokunciphisa izindleko zemikhankaso ye-Adwords. Okokuqala, ungasebenzisa isihleli segama elingukhiye, okuyithuluzi lamahhala elinikezwe inkundla Yezikhangiso ze-Google. Leli thuluzi likusiza ukuthi uthole inani lethrafikhi igama lakho elingukhiye elitholwayo, izinga lokuncintisana, kanye nezindleko ngokuchofoza ngakunye. Ungasebenzisa lolu lwazi ukwenza amabhidi akho ancintisane futhi wehlise izindleko zakho.

Izindleko ze-AdWords zingahluka kakhulu, futhi kuncike ezicini eziningana, kuhlanganise nokuncintisana, ivolumu yokusesha, kanye nesikhundla. Inombolo yamagama angukhiye owakhethayo ingase ibe nomthelela kubhajethi yakho. Kufanele uhlose ukuba nesabelomali ongakwazi ukukwenza. Nokho, kubalulekile ukuqaphela ukuthi izindleko ze-AdWords zingakhuphuka uma ukhetha amagama angukhiye ancintisana kakhulu.

Enye indlela yokunciphisa izindleko ze-AdWords ukuqasha isisebenzi esizimele. Izindleko zokuqasha i-freelancer kulo msebenzi zingasukela $100 ku $150 ngehora. Kodwa isisebenzi esizimele esihle singakongela imali eningi ngokugwema ukusetshenziswa kwezikhangiso okungasebenzi kahle.

Enye indlela yokunciphisa izindleko ze-Adwords ukusebenzisa i-cost-per-acquisition. Nakuba i-CPA ibiza kakhulu kunokukhangisa okujwayelekile, kuseyinzuzo. Uma usebenzisa i-CPA, ungalungisa izindleko zakho ngokuchofoza ngakunye ukuze ugcine ibhajethi yakho ifinyeleleka kalula. Lokhu kuzokunikeza nombono wokuthi uchitha malini ngokuchofoza ngakunye kwesikhangiso.

Izinga lokuguqulwa

Izinga lokuguqulwa liyimethrikhi ebalulekile okufanele ilandelwe ku-AdWords. Izinga lokuguqulwa liphezulu, ithrafikhi eningi oyishayelayo kuwebhusayithi yakho. Nokho, izinga eliphansi lokuguqulwa lingabangelwa izizathu ezimbalwa ezahlukene. Uma uqondise kubathengi emkhakheni wakho, kufanele uhlose ukuzuza a 2.00% izinga lokuguqulwa noma okungcono. Uma ukwazi ukufeza lokhu, uzokhiqiza imikhondo eminingi futhi, esikhundleni salokho, amabhizinisi amaningi.

Okokuqala, uzodinga ukuqoqa ulwazi mayelana namakhasimende akho. Kufanele ukwazi ukunikeza okunikezwayo komuntu siqu. Ukwenza lokhu, ungasebenzisa amafomu noma amakhukhi kusayithi lakho. Ungabese usebenzisa le datha ukuze wenze okunikezwayo okuzohambisana namakhasimende akho. Lokhu kuzokusiza ukuthi ukhuphule izinga lakho lokuguqulwa.

Izinga lokuguqulwa lincike ezintweni eziningi ezihlanganisa imboni kanye nomkhiqizo. Kwezentengiselwano, Ngokwesibonelo, isilinganiso sokuguqulwa esimaphakathi 8.7%. Okwamanje, Izinga lokuguqulwa kwe-AdWords lilungile 2.35%. Nangezimboni ezifana nezezimali, phezulu 10% amazinga ukuguqulwa kukhona 5 izikhathi eziphakeme kunesilinganiso. Ngenjwayelo, ufuna ukuphokophela izinga lokuguqulwa okungenani 10%.

Ukuze ukhuphule izinga lakho lokuguqulwa, kufanele ugxile kumakhasimende akho afanelekile. Ukugxila kumakhasimende alungile ngeke nje kungonga izindleko zakho zokukhangisa, kodwa futhi kuzokwandisa amathuba akho okuphumelela. Amakhasimende anelisekile kakhulu azobuyela kusayithi lakho futhi abe abagqugquzeli bomkhiqizo. Ngaphezu kwalokho, uzokwazi ukukhulisa inani lempilo yakho yamakhasimende.

Ukuze ukhuphule izinga lakho lokuguqulwa ku-Adwords, qiniseka ukuthi wenza kahle ikhasi lakho lokubikezela. Ungakwenza lokhu ngokuthuthukisa ukwakheka kwekhasi lakho lokubikezela, ukubhala ikhophi ephoqelelayo futhi ucwenge umkhankaso wakho oqondiswe kuwo. Ngaphezu kwalokho, kuzosiza ukuthuthukisa izinga lakho lokuguqulwa uma isayithi lakho lakhelwe abasebenzisi beselula. Ngaphezu kwalokhu, ungase futhi usebenzise ukumaketha kabusha ukuze ugudluze izivakashi zakho ekuthengeni.

Kunezinto ezimbalwa okufanele uziqonde mayelana ne-Adwords – Ucwaningo lwamagama angukhiye, Izindleko ngokuchofoza ngakunye, Isikolo sekhwalithi, kanye nokukhomba kabusha. Uma usuyiqonda le mibono, uzokwazi ukuthola okuningi emikhankasweni yakho yokukhangisa. Isinyathelo sokuqala ukusetha isikolo sekhwalithi samagama akho angukhiye. I-Quality Score iyinani lenombolo elikala ukuthi izikhangiso zakho zihambisana kangakanani nezithameli zakho.

Ucwaningo lwamagama angukhiye lwe-Adwords

Ucwaningo lwamagama angukhiye lwe-Adwords luyingxenye ebalulekile yokuchaza imakethe yakho ohlosiwe kanye nokuthuthukisa umkhankaso wokukhangisa ophumelelayo.. Amagama angukhiye akusiza ukuthi ubone amagama okusesha anenzuzo nemishwana yawo ehlobene, futhi zihlinzeka ngemininingwane yezibalo ngokuziphatha kwabasebenzisi be-inthanethi. Ungasebenzisa ithuluzi lamahhala njenge-Google Adwords Keyword Tool noma ithuluzi elikhokhelwayo elifana nama-Ahrefs ukuze uthole uhlu lwamagama angukhiye angaba khona esikhangisweni sakho..

Esinye sezinyathelo ezibaluleke kakhulu ocwaningweni lwamagama angukhiye ukuqonda inhloso yamagama angukhiye. Ngaphandle kwalokhu kuqonda, uzomosha isikhathi sakho ngemibandela ngenhloso engalungile. Ngokwesibonelo, abaseshi abafuna amakhekhe omshado e-Boston bazoba nenhloso ehluke ngokuphelele kunalabo abafuna izitolo zamakhekhe omshado eduze kwami. Abokuqala bafuna ulwazi oluthile, kuyilapho lezi zamuva zivamile.

Uma usunohlu lwamagama angukhiye, ungahlunga usesho usebenzisa izinketho ezahlukahlukene ezitholakala ekhoneni elingezansi kwesokunxele kwesikrini. Ungakhetha ukubonisa kuphela amagama angukhiye abalulekile futhi ukhiphe amagama angafanele ohlwini. Lokhu kwenziwa kahle kakhulu uma unohlu olude lwamagama. Ngokukhetha igama elingukhiye elifanele, ungakwazi ukwandisa amathuba okuthola amakhasimende kanye nokuthengisa okushayela.

Ngaphandle kwe-Google, ungase futhi ucwaninge amagama adumile ezingosini zokuxhumana. Ngokuqondene, I-Twitter ingenye yemithombo enenzuzo kakhulu yamagama angukhiye. Isici se-hashtag ku-Twitterchat ingenye yezindlela ezingcono kakhulu zokuthola izingxoxo ezifanele mayelana negama lakho elingukhiye. Ungasebenzisa futhi amathuluzi afana ne-Tweetchat ne-Twitterfall ukuze uthole ukuthi izethameli zakho ezihlosiwe zikhuluma ngani.

Uma uzazi izinkinga izithameli zakho ezibhekene nazo, ungagxilisa ucwaningo lwakho lwegama elingukhiye kuzo. Ukuthi ubhala okuthunyelwe kwebhulogi noma amakhasi okufika, ungakwazi ukubhekana nezinkinga zabo ngokunikeza isixazululo. Kungakhathaliseki isihloko, kubalulekile ukuqinisekisa ukuthi okuqukethwe kwakho kuwusizo futhi ugweme ukuphoqa.

Izindleko ngokuchofoza ngakunye

Uma ufuna ukukhangisa ku-Google, kufanele ucabangele izindleko ngokuchofoza ngakunye. I-CPC ibalwa ngokuhlukanisa inani lezindleko zesikhangiso ngenani lokuchofoza elikutholayo. Le nombolo ingahluka kuye ngamagama angukhiye owakhethayo, kanye nomncintiswano wendawo yesikhangiso.

Kunezinhlobo ezimbili eziyinhloko zamamodeli e-CPC: okusekelwe kubhidi kanye nesilinganiso esiphansi. Ekukhetheni imodeli yezindleko ngokuchofoza ngakunye, umkhangisi kufanele acabangele inani lokuchofoza ngakunye ngokusekelwe emalini engenayo ekhiqizwa isivakashi ngasinye. Izikhangiso zekhwalithi ephezulu zizoveza ama-CPC aphansi.

Ama-CPC angahluka kakhulu embonini ngezimboni, futhi kungcono ukulandelela izindleko ezimaphakathi ngokuguqulwa ngakunye ku-niche yakho. Ngokwesibonelo, isitolo sezicathulo singase sibe nezindleko eziphezulu ngokuguqulwa ngakunye, kuyilapho inkampani yezezimali ingathola kuphela 2%. Kuye ngemboni yakho, kufanele futhi ubheke izindleko ezimaphakathi zemikhiqizo namasevisi.

Inani olikhokhayo ngokuchofoza ngakunye lincike ohlotsheni lomkhiqizo owuthengisayo kanye nomncintiswano. Ngokwesibonelo, uma uthengisa amasokisi eholide, ungase ufune ukukhokhisa ngaphezu kwenkampani yomthetho edayisayo $15 amasokisi eholide. Nokho, izindleko eziphakeme ngokuchofoza ngakunye kungase kungabi nengqondo uma umkhiqizo wakho ubiza $5,000.

Nakuba izindleko ngokuchofoza ngakunye zingase zethuse, akufanele kube yinkinga. Uma usebenzisa ucwaningo lwamagama angukhiye ukuze ulungiselele izikhangiso zakho, ungenza isikhangiso sakho sihambisane kakhulu nabantu abasesha imikhiqizo noma amasevisi owanikezayo. Kuzokusiza ukuthi unqume amagama angukhiye alungile ukuze uqondise futhi ubeke phambili usesho oluhlobene. Izindleko ezimaphakathi ngokuchofoza ngakunye zizosukela noma kuphi $1 ku $2 kumanethiwekhi okubonisa kanye namanethiwekhi okusesha. Izindleko ngokuchofoza ngakunye zibalwa ngokuphindaphinda inani lezindleko ngenani lezikhathi isikhangiso esichofozwa ngazo.

Ungahlola futhi isilinganiso se-CPC ngokusebenzisa i “I-CPC emaphakathi” ikholomu emikhankasweni yakho. Lesi sibalo sizokunikeza umbono ojwayelekile wokuthi ungachitha malini ngokuchofoza ngakunye esikhangisweni sakho.

Isikolo sekhwalithi

I-Adwords’ Amaphuzu ekhwalithi angathinteka yizinto ezimbalwa. Lezi zici zifaka ukuhambisana kwegama elingukhiye, ikhwalithi yesikhangiso, nendawo oya kuyo. Ukwenyusa amaphuzu ekhwalithi kungenza umehluko omkhulu emkhankasweni. Nazi izindlela ezimbalwa zokuthuthukisa isikolo sakho sekhwalithi. Sebenzisa amathuluzi anikezwe i-Google ukuthuthukisa umkhankaso wakho.

Okokuqala, thuthukisa ikhophi yakho yesikhangiso. Uma ikhophi yakho yesikhangiso ihambisana kakhulu, ngcono izokwenza, futhi ngalokho, khulisa isikolo sakho Sekhwalithi. Ungakwazi ukufeza lokhu ngokubhala okuthakazelisayo, ikhophi efanele futhi iyizungezile ngombhalo ohlobene. Lokhu kuzoqinisekisa ukuthi isikhangiso sihambisana kakhulu nombuzo weseshi.

I-AdWords iphinde ikuvumela ukuthi ubuke ukuhlaziywa kwegama elingukhiye, okubikwa ku a 1-10 isikali. Lokhu kukuvumela ukuthi uhlaziye ukuthi amagama akho angukhiye asebenza kahle yini. Uma amagama akho angukhiye enza ukuchofoza okumbalwa, cabanga ukususa lezo zikhangiso futhi udale ezintsha. Lokhu kuzokusiza ukuthi uthole izikhundla ezingcono kanye nama-CPC aphansi.

Isikolo sekhwalithi ye-Google sinqunywa izici ezimbalwa, kusukela kukhwalithi yezikhangiso zakho kuya ekuhlobaneni kokuqukethwe kwakho. Iyahlukahluka kusuka ku-akhawunti kuya ku-akhawunti futhi inganqunywa ngamagama angukhiye angawodwana. Isikolo sekhwalithi yinto ozofuna ukusebenza phezu kwayo ngokuhamba kwesikhathi ngoba izokwenza imikhankaso yakho isebenze kakhulu. Uzokhokha kancane ngokuchofoza ngakunye uma ukhuphula isikolo sakho sekhwalithi.

Isilinganiso sekhwalithi sinqunywa kakhulu ukuhambisana kwezikhangiso zakho namakhasi okubikezela. Izikhangiso ezinokuhlobana okuphezulu zivame ukuthola amaphuzu ekhwalithi enhle. Uma zingabalulekile noma zingahambisani nenjongo yomsebenzisi, bazothola amaphuzu amaphakathi noma angaphansi kwesilinganiso. Bese, uzofuna ukuthuthukisa amakhasi akho okufika, njengoba zithinta isikolo sekhwalithi.

Ukukhomba kabusha

Ukuphinda uqondise inqubo yokubonisa izikhangiso ezifanele ezivakashini ezivakashele isayithi lakho ngaphambilini. Ngokuvamile, isikhangiso sizibonakalisa ezivakashini ezinsukwini ezimbalwa ngemva kokuvakasha kwazo kokuqala, futhi kungaba yindlela ebalulekile yokuthola ibhizinisi eliphindayo. Nokho, kubalulekile ukukhumbula ukuthi ubude besikhangiso sokuboniswa kufanele bube okungenani 30 izinsuku ukuze isebenze.

Ukuze kwandiswe impumelelo yomkhankaso wokumaketha kabusha, kufanele uqonde indlela yokuhlukanisa izethameli zakho. Ngokwesibonelo, uma iwebhusayithi yakho iqondise amakhasimende avela kunombolo yabantu efanayo, ungakhetha ukubaqondisa ngezikhangiso ezifanayo ngokusekelwe kokuncamelayo nezithakazelo zabo. Uma usudale izingxenye zezethameli zakho, ungakwazi bese ukhetha inkundla yokukhangisa yomkhankaso wakho wokumaketha kabusha. Kwalokhu, I-Google inikeza amamodeli entengo amathathu ahlukene: Izindleko Ngezinkulungwane Ngemibono (CPM), Izindleko Ngokuchofoza ngakunye (CPC) kanye ne-Cost Per Acquisition (CPA).

Ukuphinda uqondise kungase kube indlela enhle yokukhomba izethameli ezintsha ngemikhiqizo namasevisi akho. Ngokwesibonelo, uma usanda kwethula umugqa omusha wobucwebe, ungasebenzisa ukuqondisa kabusha ukuze wethule iqoqo lakho elisha. Ungasebenzisa futhi ukukhomba kabusha ukuze umakethe ezivakashini ezishiye isayithi lakho ngaphandle kokuthenga lutho.

Ukukhomba kabusha kusebenza ngokusebenzisa ubuchwepheshe obusekelwe kukhukhi. Lobu buchwepheshe buvumela izinkampani ukuthi zilandelele izethameli zazo ngokungaziwa futhi zizithumele izikhangiso ezifanele ezisuselwe kuzintshisekelo zazo. Futhi ibavumela ukuthi basebenzise umlando wokuphequlula ukuze baqondise izethameli zabo ngezikhangiso ezifanele. Ngenxa yalokho, imikhankaso yokuqondisa kabusha iholela kumthelela omuhle kubasebenzisi abaningi.

Imikhankaso yokukhomba kabusha ikusiza ukuthi ukholise amakhasimende okungenzeka ukuthi anikeze umkhiqizo wakho elinye ithuba futhi wenze amakhasimende akhona asebenze. Futhi kuyindlela enhle yokukhumbuza abantu okungenzeka baphumile kuwebhusayithi yakho. Uma izivakashi zakho zishiya iwebhusayithi yakho ngaphandle kokuthatha isinyathelo, ukuphinda uqondise imikhankaso kuzokuvumela ukuthi uxhumane nabo futhi.

Amagama angukhiye angalungile

Ukusebenzisa amagama angukhiye angalungile kumkhankaso wakho we-Adwords kungakusiza ugweme ukuchofoza okungafunwa ngokunciphisa inani lokuchofoza okungaguquki. Ungakwazi ukwengeza amagama angukhiye angalungile kumazinga ahlukene, kufaka phakathi umkhankaso uwonke noma amaqembu esikhangiso athile. Nokho, kubalulekile ukukhetha izinga elifanele lomkhankaso wakho, njengoba ukwengeza amagama angukhiye angalungile ezingeni elingalungile kungamosha umkhankaso wakho. Ngokuvimbela amagama ajwayelekile afana “i-ninja air fryer”, ungenza izikhangiso zakho zicace kakhulu futhi wonge imali.

Isinyathelo sokuqala sokwenza uhlu lwamagama angukhiye angalungile ukuhlola umbiko wakho wamatemu okusesha. Lokhu kuzokwazisa ukuthi yimaphi amagama okusesha abalulekile ebhizinisini lakho. Ungasebenzisa futhi umbiko ukuze wenze ngcono amagama akho angukhiye. Uma uqaphela inombolo ephezulu yamagama angukhiye angabalulekile, ungawengeza ohlwini lwakho lwamagama angukhiye aphikisayo e-AdWords.

Ukwengeza amagama angukhiye angalungile akuyona inkimbinkimbi njengoba ungase ucabange. Ungalandela okokufundisa okusemthethweni kwe-Google ukuze uqiniseke ukuthi usebenzisa indlela engcono kakhulu yokwengeza amagama angukhiye angalungile kumkhankaso wakho we-Adwords. Uma usukwenzile lokho, uzokwazi ukwenza lula ithrafikhi yakho futhi unciphise ukuchitha imali kwezikhangiso.

Amagama angukhiye angalungile nawo awusizo ekuthwebuleni abaphambili kanye nokuvimbela izikhangiso ukuthi ziboniswe kusesho olungabalulekile. Ngokwesibonelo, uma ibhizinisi lakho lithengisa amathoyizi ezinja, ungafaka amagama angukhiye angalungile osesho oluhlobene nenja. Ngokusebenzisa amagama angukhiye aphikisayo, I-Google ngeke ihambisane namagama angukhiye okufanisa okubanzi nosesho oluhlobene nezinja.

Ukwengeza amagama angukhiye angalungile kumkhankaso wakho kufana kakhulu nokwengeza amagama avumayo. Umehluko kuphela ukuthi amagama angukhiye anegethivu engezwa ngophawu lokususa (-). Ngokungeza amagama angukhiye angalungile kumkhankaso wakho, ungavimba amagama okusesha athile. Ngokwesibonelo, ukusebenzisa izicathulo ezifanayo okunegethivu kuzovimbela isikhangiso sakho ekuboniseni usesho oluqukethe umusho oqondile “izicathulo ezigijima.” Nokho, lokhu akusho ukuthi ngeke uthole eminye imiphumela yosesho yamanye amatemu ahlobene.

I-AdWords ingelinye lamathuluzi anamandla kakhulu kubakhangisi abaku-inthanethi. Inkundla ingakusiza ukuthi ufinyelele izethameli zakho ngokuphromotha imikhiqizo yakho namasevisi ngokukhangisa okuhlosiwe. Ngaphandle kwe-AdWords, ungasebenzisa nezinye izinkundla ze-PPC njengezikhangiso ze-Facebook ne-Instagram, Izikhangiso ze-Twitter, kanye nezikhonkwane ezinyusiwe ze-Pinterest. Ungasebenzisa futhi Izikhangiso zenjini yokusesha, njengezikhangiso ze-Bing ukukhuthaza iwebhusayithi yakho.

Izikhangiso zombhalo

Ukudala izikhangiso zombhalo we-Adwords ezisebenzayo kudinga ulwazi namakhono. Kubalulekile ukubhala izikhangiso ezizoyenga abasebenzisi ukuthi bachofoze isixhumanisi futhi bathenge. Ikhophi yesikhangiso kufanele ibe nokubizelwa esenzweni okucacile, intengo, ukukhushulwa, kanye nemininingwane mayelana nomkhiqizo noma isevisi. Kufanele futhi iqondiswe kumadivayisi amaningi futhi isebenzise igama lomkhiqizo. Indlela engcono kakhulu yokwandisa ukusebenza kahle kwezikhangiso zakho zombhalo we-Adwords ukuzithuthukisa futhi uzenze zibonakale kakhulu..

Uma udala isikhangiso sombhalo we-AdWords, kufanele ucabangele ubude bombhalo. Isikhangiso esijwayelekile se-Google siqukethe izinto ezinhlanu, kuhlanganise nesihloko esithi 25 abalingiswa, ezimbili Incazelo Imigqa ye 35 izinhlamvu ngamunye, kanye ne-URL yokubonisa engaqukatha kufika 255 abalingiswa. I-URL kufanele ibe kusizinda sezinga eliphezulu elifanayo njengekhasi lokubikezela. Nakuba kungeyona impoqo, kuwumqondo omuhle ukuxhuma amagama angukhiye kusixhumanisi esibonisiwe, uma kunesidingo.

Izikhangiso zombhalo we-AdWords ziyindlela enhle yokukhangisa ibhizinisi lakho. Ungasebenzisa imigqa emibili yombhalo kuze kube 35 izinhlamvu ubude, futhi kufanele uqiniseke ukuthi umlayezo wakho uyabandakanya futhi ubizela esenzweni. Ungakwazi futhi ukunweba ulwazi olufaka esikhangisweni sakho ngokudala i-akhawunti nge-AdWords. Yize izinketho zokwelula izikhangiso zombhalo we-AdWords zincike ohlotsheni lomkhangisi onguye, ukunweba ulwazi esikhangisweni sakho kungaba yindlela enhle yokuthola ukuchofoza okuningi futhi wenze ukuthengisa okwengeziwe.

Ukuze ukwandise ukusebenza kahle kwezikhangiso zakho zombhalo we-Adwords, kufanele usebenzise ikhasi lokufika elilungile kubo. Ukukhetha ikhasi lokubikezela elingalungile kungavala abasebenzisi futhi kuphumele emazingeni aphansi okuguqulwa. Ngaphezu kwalokho, kufanele uhlale uhlola futhi uzama ngezikhangiso zakho ukuze uthuthukise indlela ezisebenza ngayo. Ngeke wazi ukuthi yini ezosebenza nokuthi yini engeke isebenze, ngakho ungesabi ukuzama!

I-AdWords yethule ifomethi entsha yezikhangiso zombhalo, okunikeza abakhangisi isikhala esengeziwe sokubonisa imikhiqizo namasevisi abo. Izikhangiso zombhalo onwetshiwe zidinga ukubhalwa kabusha kancane, kodwa bakunika isikhala esiphindwe kabili.

Ukufanisa ibinzana

Ukufanisa imisho ku-Adwords kuyindlela enembe kakhudlwana yokukhomba izikhangiso zakho, futhi inikeza izinga eliphezulu lokulawula. Uma ukhetha le nketho, isikhangiso sakho sizovela kuphela uma umbuzo wosesho uqukethe umusho oqondile owukhethile. Ungakwazi ngisho nokufaka amagama ngaphambi nangemuva kwebinzana. Usengakwazi ukufinyelela izethameli eziningi usebenzisa lolu hlobo lokukhomba.

Ukufanisa ibinzana kudinga ukuthi usebenzise incazelo yegama elingukhiye embuzweni wakho, futhi ikuvumela ukuthi ufake umbhalo owengeziwe esikhangisweni sakho. Uhlobo lokufanisa alusa-odwe ngokuqinile, njengoba ukufunda ngomshini kwe-Google kuhle ngokwanele ukuhlukanisa ukuthi ukuhleleka kwamagama kubalulekile noma cha. Kufana nokufanisa okubanzi ngoba ungasebenzisa ukufanisa ibinzana ukuze ubonise izikhangiso kubantu abafuna amagama angukhiye ahlobene.

Ukuze usebenzise amagama afanayo, kufanele uqale uqinisekise ukuthi amagama akho angukhiye anevolumu eyanele yokusesha. Ukusebenzisa amagama angukhiye ahlukile afanayo kuzokwandisa ukufinyelela kwakho futhi kukunike ikhono lokukhomba amagama angukhiye anevolumu yokusesha ephansi. Lolu hlobo lokumatanisa luphoqa abathengisi bokusesha ukuthi banakekele kakhudlwana esu labo le-SEM kanye nokwenza kahle.

Bese, ungasebenzisa amagama angukhiye aphikisayo. Ukuphikisa kwemisho yokufanisa engeza a “” ekuqaleni nasekupheleni kwegama. Ngokwesibonelo, uma usebenzisa +idatha +isayensi, ngeke ubone izikhangiso uma kukhona ezicingayo “okusha” noma “okusha.” Okuphikisayo kokufanisa imisho nakho kuyasiza ekuvimbeni amagama angukhiye wokufanisa abanzi.

Kunezinhlobo ezintathu eziyinhloko zokufanisa imisho ebalulekile etholakala ku-Adwords: ukufana okubanzi, ukuhambisana kwamagama, kanye nomdlalo wangempela. Ungakhetha uhlobo lokufanisa olungcono kakhulu kuye ngezidingo zebhizinisi lakho. Uma ungayitholi imiphumela emihle ngokufana okubanzi, unganciphisa amagama akho angukhiye ukuze afane nemisho. Ungaphinda ufake okuhlukile okusondelene noma amagama afanayo ukuze unciphise ivolumu yakho yosesho.

NgoSepthemba, I-Google iguqule i-algorithm ye-Prase Match ukuze inembe kakhudlwana. Manje, uma usebenzisa i-Prase Match, izikhangiso zakho ngeke zifane nemisho eqondile nje, kodwa nokuhlukahluka kwalawo magama. Lokhu kusho ukuthi isikhangiso sakho sizohambisana kakhulu ne-niche yakho.

Amagama angukhiye anevolumu yokusesha ephezulu

Uma ufuna ukuthola izivakashi eziningi kusayithi lakho, kufanele ukhethe amagama angukhiye anevolumu yokusesha ephezulu. Umthamo wokusesha ungatholwa ngokubheka ukuthi leli gama lithola ukusesha okungaki ngenyanga ezinyangeni eziyishumi nambili ezedlule. Bese, bheka umncintiswano walelo gama elingukhiye: bangaki abakhangisi abaqhudelana ngegama elingukhiye elifanayo nokuthi ziyini izindleko zabo ngokuchofoza ngakunye. Lolu lwazi lubalulekile ekuhleleni umkhankaso wakho we-SEM.

Amagama angukhiye anevolumu yokusesha ephezulu abonisa ukuthi amakhasimende akho afuna ulwazi ngesihloko esithile. Lawa makhasimende kungenzeka aphendukele ku-Google ukuze athole izimpendulo zemibuzo yawo. Ukusebenzisa amagama angukhiye evolumu yokusesha ephezulu kuzothuthukisa izinga lenjini yokusesha yesayithi lakho nokuqwashisa ngomkhiqizo. Ngaphezu kwalokho, kuzokusiza ukuthi uthole ithrafikhi eyengeziwe.

Nokho, akuwona wonke amagama angukhiye anevolumu yokusesha ephezulu asebenzayo kumkhankaso wakho. Ngokwesibonelo, umkhankaso wokuhlinzwa wamehlo we-laser ungase ungazuzi ngamagama angukhiye wevolumu yokusesha ephezulu. Ngokungqubuzanayo, umkhankaso wethawula lephepha ungazuza kumthamo ophansi wokusesha. Ngaphezu kwalokho, amagama angukhiye evolumu yokusesha ephansi kulindeleke ukuthi abe nokuncintisana okuncane. Lokhu kusho ukuguqulwa okungcono.

Amagama angukhiye anevolumu ephezulu ngokuvamile abiza kakhulu kunamagama angukhiye anevolumu ephansi, kodwa bazokutholela ithrafikhi eyengeziwe. Nokho, kufanele ukhumbule ukuthi amagama angukhiye evolumu ephezulu anokuncintisana okuphezulu kunamagama angukhiye wevolumu ephansi. Ngaphezu kwalokho, amagama angukhiye anevolumu ephezulu kunzima ukuwabeka ezingeni. Noma kunjalo, bafanele imali eyengeziwe uma ungakwazi ukudlula umncintiswano.

Enye indlela yokuthola amagama angukhiye wevolumu ephezulu ukusebenzisa umhleli wegama elingukhiye. Ikuvumela ukuthi useshe ukuhluka kwamagama angukhiye ahambisana nebhizinisi lakho. Isihleli segama elingukhiye siphinde sinikeze izinketho zokuhlunga ukuze ukwazi ukukhipha amagama angukhiye asevele asetshenziswe ku-Adwords. Ngamagama angukhiye anevolumu ephezulu, ungasebenzisa ngisho nethuluzi lokucwaninga elingukhiye.

Ukuze uthole amagama angukhiye anevolumu yokusesha ephezulu, udinga ukwazi ukuthi bangaki abantu abasesha leyo migomo ku-Google njalo ngenyanga. Lokhu kuzokusiza ukuthi unqume ukuthi yimaphi amagama angukhiye ozowaqondisa futhi uwasebenzise ekwenzeni iwebhusayithi yakho ibe ngcono.

Ibhidi ngemibandela yophawu lokuhweba

Eminyakeni yakamuva, I-Google isuse eminye imikhawulo ekubhideni kwemigomo ephawuliwe emikhankasweni ye-Adword. Lokhu kuvumela amabhrendi ukuthi abonise izikhangiso zawo emiphumeleni yosesho lapho okungenzeka ikhasimende licinga igama lomkhiqizo. Nokho, kunezinye iziqondiso okufanele uzikhumbule lapho ubhida ngemibandela yophawu lokuhweba.

Okokuqala, ungasebenzisi amatemu anophawu lwentengiso kukhophi yakho yesikhangiso. Uma wenza njalo, usengozini yokwephula izinqubomgomo zezimpawu zokuhweba. Ukusebenzisa amatemu anophawu lwentengiso kukhophi yakho yesikhangiso kuzoholela ekutheni isikhangiso sakho sivele emiphumeleni yosesho lwe-Google njengesimbangi. Futhi kuwukwephula izinqubomgomo zophawu lokuhweba futhi kungaholela esikhalazweni esivela enkampanini ephethe uphawu lokuhweba. Ukuze ugweme noma yimiphi imiphumela yezomthetho noma yokuziphatha, qiniseka ukuthi uqapha izimbangi zakho’ Umsebenzi we-Adwords. Uma ubona ukuthi umuntu oqhudelana naye ubelokhu ebhida ngamagama emikhiqizo yakhe, ungathatha amasu afanelekile akhokhelwayo nangokwemvelo ukuze unciphise umonakalo.

Ngenkathi amabhidi wophawu lokuhweba anganciphisa kakhulu ithrafikhi yezinto eziphilayo, basengaba nomthelela omubi kumava amakhasimende. Izikhangiso zabo zizokhonjiswa eduze kokufakwa kuhlu kwezinto eziphilayo futhi zingaholela ekuhlangenwe nakho okubi kwamakhasimende. Kungakho amabhrendi kufanele acabangele ukukhawulela ukubhida kophawu lwentengiso. Le mikhawulo ingasukela ekuvinjweni okuphelele kokubhida kumagama angukhiye anebhrendi kuya kuziqondiso ezithile zokuthi yimaphi amagama angukhiye avunyelwe. Ungakwazi futhi ukubeka umkhawulo emikhangisweni kanye nezindawo ukuze uvimbele izimbangi zakho ekubhideleni imigomo yakho enophawu.

Uma ungenaso isiqiniseko sokuthi ungakwazi yini ukubhida ngethemu lophawu lokuhweba, thintana ne-Google futhi uthole ikhophi yemigomo ephawuliwe. Ungakwazi ukusebenzisa le migomo ezikhangisweni zakho njengamagama angukhiye kanye nobufakazi bomphakathi. Kodwa uma ukhathazekile ngokuphulwa komthetho, bese uthintana nomuntu ophethe i-akhawunti yakho bese ubuza ngamalungelo akho.

Uma oqhudelana naye esebenzisa uphawu lwakho lokuhweba, ungase uthande ukucabangela ukuhambisa isikhalazo sokwephulwa kophawu lwentengiso ku-Google. Kuyisu eliyingozi ngoba lingalimaza isikolo sakho sekhwalithi futhi kwenyuse izindleko zakho ngokuchofoza ngakunye. Uma ungafuni ukuzifaka engozini yokumangalelwa, ungase uthande ukucabangela ukwengeza igama elingukhiye eliphikisayo ku-akhawunti yakho ye-Adwords esikhundleni salokho.