Maka: Isikhangiso se-Google AdWords

Uma usanda kuqalisa nge-akhawunti yakho ye-AdWords, mhlawumbe ubulokhu uzibuza ukuthi uzoyihlela kanjani. Kunezindlela ezimbalwa zokwenza lokhu. Qhubeka ufunda ukuze uthole ukuthi ungayihlela kanjani i-akhawunti yakho ye-AdWords ukuze ifanele izidingo zakho. Kulesi sihloko, sizodlula ekubhideni kwe-CPA kanye nokubhida kwe-CPM. Sizophinde sihlanganise ukuthi ungasetha kanjani i-akhawunti yakho ukuze uqiniseke ukuthi ukhulisa izinzuzo zayo.

Khokha ngokuchofoza ngakunye (I-PPC) ukukhangisa

Ngenkathi ukukhangisa kokukhokha ngokuchofoza ngakunye ku-Adwords kungase kubonakale kulula phezulu, kunezici eziningana okufanele zicatshangelwe. I-CTR ephezulu ibonisa ukuthi isikhangiso sakho siwusizo futhi sibalulekile. I-CTR ephansi isho ukuthi akekho ochofoze esikhangisweni sakho, yingakho i-Google ikhetha izikhangiso ezine-CTR ephezulu. Ngenhlanhla, kunezici ezimbili ongazilawula ukuze ukhulise i-CTR yakho.

Ukukhangisa kwe-PPC kusebenzisa amagama angukhiye ukuxhuma amabhizinisi nabathengi abaqondisiwe. Lawa magama angukhiye asetshenziswa amanethiwekhi okukhangisa nezinjini zokusesha ukuze ukhethe izikhangiso ezihambisana nenhloso yomthengi kanye nezinto azithakaselayo.. Ukuze wenze okuningi ngezikhangiso zakho, khetha amagama angukhiye akhuluma nezithameli zakho. Khumbula ukuthi abantu abafuni ngaso sonke isikhathi into efanayo, ngakho qiniseka ukuthi ukhetha amagama angukhiye abonisa lokhu. Ngaphezu kwalokho, ungenza ngokwezifiso imikhankaso yakho ngokukhomba abasebenzisi ngokusekelwe endaweni yabo, idivayisi, nesikhathi sosuku.

Umgomo wokukhangisa kokukhokha ngokuchofoza ukukhiqiza ukuguqulwa. Kubalulekile ukuhlola amagama angukhiye ahlukene nemikhankaso ukuze uthole ukuthi yimaphi azosebenza kakhulu. Ukukhangisa ngokuchofoza ngakunye kuyindlela enhle yokuhlola izethameli ezihlukene ngokutshalwa kwezimali okuncane, uze ubone ukuthi yimaphi asebenza kahle. Ungakwazi ukumisa okwesikhashana izikhangiso zakho uma zingasebenzi njengoba bekulindelekile. Lokhu kungakusiza futhi ukuthi ubone ukuthi yimaphi amagama angukhiye asebenza kakhulu ebhizinisini lakho.

Enye indlela yokukhulisa umkhankaso wakho we-PPC ukuthuthukisa ikhasi lakho lokubikezela. Ikhasi lakho lokubikezela yikhasi elivakashelwa ababukeli bakho ngemuva kokuchofoza isikhangiso sakho. Ikhasi elihle lokufika lizoguqula izivakashi zibe amakhasimende noma likhuphule izinga lokuguqulwa. Ekugcineni, ufuna ukubona izinga eliphezulu lokuguqulwa. Lapho usebenzisa le ndlela, khumbula ukuthi uzokwenza imali kuphela uma ubona izinga eliphezulu lokuguqulwa.

Izilinganiso zokukhangisa ze-PPC zivame ukunqunywa ngebhidi noma ngenani eliphansi. Umkhangisi ukhokhela umshicileli inani elingashintshi isikhathi ngasinye lapho isikhangiso sakhe sichofozwa kuso. Abashicileli ngokuvamile bagcina uhlu lwezilinganiso ze-PPC. Kubalulekile ukuthenga eduze nenani eliphansi, okungase kuxoxiswane ngaso ngesinye isikhathi. Ngaphezu kokuxoxisana, amanani aphezulu noma izinkontileka zesikhathi eside ngokuvamile zizoholela emazingeni aphansi.

Uma umusha ekukhangiseni kwe-PPC ku-Adwords, kubalulekile ukukhumbula ukuthi izinga lomkhankaso wakho libalulekile. I-Google iklomelisa ukubekwa kwezikhangiso ezihamba phambili nezindleko eziphansi kumabhizinisi anikeza ulwazi oluhle kakhulu lomsebenzisi. Ukusebenza kwesikhangiso sakho nakho kukalwa ngezinga lokuchofoza. Uzodinga isisekelo esiqinile ngaphambi kokuthi uqale ukuphatha i-akhawunti yakho ye-PPC. Ungafunda kabanzi mayelana nokukhangisa kwe-PPC e-PPC University.

Ukusebenzisa amasistimu okuphatha amabhidi azenzakalelayo kuwumbono omuhle uma ungathanda ukukhulisa impumelelo nesikali. Amasistimu anjalo angakuphatha izigidi zamabhidi e-PPC futhi athuthukise izikhangiso zakho ukuze uthole imbuyiselo ephakeme kakhulu ngangokunokwenzeka. Zivame ukuboshelwa kuwebhusayithi yomkhangisi, bese uphakela imiphumela yokuchofoza ngakunye emuva ohlelweni. Ngale ndlela, uzoqiniseka ukuthi isikhangiso sakho sibonwa amakhasimende angaba khona kakhulu.

Izindleko ngombono ngamunye (CPM) ukubhida

I-vCPM (i-CPM ebonakalayo) inketho yokubhida iyindlela enhle yokwandisa amathuba okuthi isikhangiso sakho sivele. Lesi silungiselelo sikuvumela ukuthi usethe ibhidi ephezulu kakhulu kwimikhangiso ebukekayo eyinkulungwane. Lapho ukhetha ukusebenzisa lesi silungiselelo, I-Google Adwords izokukhokhisa kuphela uma isikhangiso sakho siboniswa ngaphezu kwesikhangiso esiphezulu esilandelayo. Ngokubhida kwe-vCPM, izikhangiso zombhalo zihlala zithola sonke isikhala sesikhangiso, ngakho-ke maningi amathuba okuba babonakale.

Uma uqhathanisa izinhlobo ezimbili zezikhangiso, Ukubhida kwe-CPM kuvame ukuba yinketho engcono kakhulu yemikhankaso yokuqwashisa ngomkhiqizo. Lolu hlobo lokukhangisa lugxile kakhulu enanini kunemibono. Uzokhokha yonke imibono eyinkulungwane, kodwa ungathola ukuchofoza okunguziro. Ngoba Inethiwekhi Yokubonisa isuselwe enanini, Izikhangiso ze-CPM ngokuvamile zizoba phezulu ngaphandle kokuchofoza. Ukubhida kwe-CPC, Ngokwesinye isandla, isekelwe ekuhlobaneni kanye ne-CTR.

Enye indlela yokukhulisa i-CPM yakho ukwenza izikhangiso zakho ziqondiswe kakhulu. Ukubhida kwe-CPM kuyindlela ethuthuke kakhulu yokubhida. Ukubhida kwe-CPM kudinga ukulandelela ukuguqulwa. Nge-CPM ethuthukisiwe, udinga ukunikeza i-Google idatha ukuze ubone ukuthi zingaki izivakashi eziguqulela emakethe noma ekubhaliseni. Ngokusebenzisa le ndlela, uzokwazi ukukhomba kangcono imakethe yakho futhi wandise i-ROI yakho.

I-CPC ethuthukisiwe inketho yokubhida ku-Google Adwords. I-CPC ethuthukisiwe idinga ukubhida kwegama elingukhiye mathupha kodwa ivumela i-Google ukuthi ilungise ibhidi ngokusekelwe emandleni okuguqulwa.. Ivumela i-Google ukuthi ilungise ibhidi ngokufika 30% ngapha nangapha, futhi kwenza i-CPC emaphakathi ibe phansi kunebhidi yakho ephezulu. Inzuzo ye-ECPC ukuthi ungakwazi ukulungisa kahle ukuqondisa kwakho kwesikhangiso kanye nesabelomali.

Ukubhida kwe-Optimum CPM kuyinketho enhle yokwandisa izinga lokuchofoza kanye nokugcina ibhajethi yakho yansuku zonke ngaphakathi kwesabelomali sakho.. Nokho, kubalulekile ukukhumbula ukuthi i-CPM akuyona ukuphela kwesici sokuthuthukisa umkhankaso wakho. Kufanele futhi uzame ukuthuthukisa umkhankaso wokuguqulwa ngokusebenzisa i-CPA eqondiwe (izindleko-ngesenzo ngasinye) noma i-CPC (izindleko-ngesenzo ngasinye).

Ukubhida kwe-CPC okwenziwa mathupha kukunikeza ukulawula okugcwele kumabhidi akho futhi kuyisiqalo esihle uma umusha ku-Google Adwords. Iphinde ikunikeze izinga lokulawula ongeke ukuthole kumasu okubhida okuzenzakalelayo. Ukubhida kwe-CPC okwenziwa ngesandla kukuvumela ukuthi uguqule amabhidi akho noma nini lapho ufuna, ngaphandle kwama-algorithms anquma isinqumo sakho. Uzobona ukuchofoza okuningi uma uthuthukisa ikhwalithi yamagama akho angukhiye nezikhangiso.

Okokugcina, Ukubhida kwe-CPC ku-Google Adwords yiyona ndlela engcono kakhulu uma ufuna ukukhulisa imali yakho engenayo. Amagama angukhiye anomsila omude athathwa njengafaneleka kakhulu kunemibuzo emifushane enothile ngamagama angukhiye, ngakho-ke ishibhile ukukhomba. Awufuni ukubhida okungaphezu kwalokho okudingayo, kodwa kuyafaneleka uma uthola amakhasimende amaningi. Ama-CPC aku-Google Adwords aphansi kakhulu, ngakho-ke cishe uzokwazi ukuthola imbuyiselo enhle yesabelomali sakho.

Izindleko ngokutholwa ngakunye (CPA) ukubhida

I-CPA iyisilinganiso sezindleko zokutholwa ngakunye, noma inani lokuphila kwekhasimende, futhi ingasetshenziswa ukunquma impumelelo yomkhankaso wokukhangisa wedijithali. Okunye ukusetshenziswa kwe-CPA kufaka phakathi ukukala ukubhaliswa kwencwadi yezindaba, ukulandwa kwe-e-book, kanye nezifundo eziku-inthanethi. Njengemethrikhi ephezulu, I-CPA ikuvumela ukuthi uxhume ukuguqulwa kwesibili kokuyinhloko. Ngokuphambene nokubhida kwe-CPC, lapho ukhokha ngakho konke ukuchofoza, Ukubhida kwe-CPA kudinga ukuthi ukhokhele ukuguqulwa okukodwa kuphela, ngalokho kunciphisa izindleko zomkhankaso.

Nakuba ukubhida kwe-CPA kusebenza kakhulu kune-CPC, kufanele ucabangele ubuhle nobubi bakho kokubili. I-CPA iyindlela esebenzayo yokulawula izindleko zokuguqulwa kuyilapho isavumela imali ethile kanye nokubonakala kwesikhangiso. Ukubhida ngokwenza kungaba nokubi, njengokuba nzima ukukusebenzisa, ukukhawulela ukulawula kwakho, kanye nokungakwazi ukulinganisa ukucatshangelwa okubili kwemali engenayo nokuguqulwa.

Nakuba umgomo ophezulu we-CPA ungasiza ekwandiseni i-CPA yakho, kufanele uqaphele ukuthi amabhidi anolaka angalimaza i-akhawunti yakho ngokuyibangela ukuba izibambele mathupha. Lokhu kungaholela ekutheni a 30% ukwehla kwemali engenayo. I-CPA ephakeme akusho ukuthi kufanele usebenzise imali engaphezu kwesabelomali sakho. Kunalokho, lungiselela okuqukethwe kwakho ukwandisa ukuguqulwa futhi wehlise i-CPA yakho.

Ngaphandle kwezinzuzo zokubhida kwe-CPA, kungenzeka futhi ukubhida ku-Facebook. I-Facebook inenketho yokuhlanganisa le ndlela nokukhomba okuthuthukile ukuze kuqondiswe izethameli ezithile. I-Facebook iyindlela enhle yokukala impumelelo yomkhankaso wakho, futhi uzokhokha kuphela uma uthola ukuguqulwa. Ukusebenzisa i-cost-per-acquisition (CPA) ukubhida ku-Google Adwords kungakusiza wehlise izindleko zakho ngokutholwayo ngakunye ngemajini ebalulekile.

Uma ibhizinisi lakho lingathengisi izinto ezibonakalayo, ungakwazi ukubala i-CPA ngokusekelwe kwamanye amamethrikhi, njengokubanjwa komthofu, ukubhaliswa kwedemo, kanye nokudayisa. Ungakwazi ukubala i-CPA ngokuhlela i-CPA emaphakathi ngokumelene ne-Quality-weighted Score. Ama-CPA aphezulu ngokuvamile abonisa i-ROI ephansi, ngakho-ke kubalulekile ukufeza kokubili i-CPA kanye ne-Quality Score. Kodwa uma i-Quality Score yakho ingaphansi kwesilinganiso, cishe uzokwandisa i-CPA yakho uma kuqhathaniswa nezimbangi futhi kuzolimaza i-ROI yakho yonke.

Izikhangiso ezinekhwalithi ephezulu zizozuza amazinga aphezulu ezikhangiso kanye ne-CPA ephansi. Lokhu kuzodikibalisa abakhangisi ababi ekukhangiseni ngokuqukethwe kwekhwalithi embi. Nakuba izikhangiso zekhwalithi ephezulu zizohlala ziheha ukuchofozwa okwengeziwe, abakhangisi abane-CPA ephansi bazokwazi kuphela ukuzuza izikhundla eziphezulu zezikhangiso ngokubhida inani elimba eqolo. Ekugcineni kuzofanele bazinze ezilinganisweni eziphansi.

Nakuba ukubhida kwe-CPA ku-Google Adwords kungeyona indlela engcono kakhulu yokwandisa imali yakho yokumaketha, izohlinzeka nge-ROI ephezulu kunezikhangiso zekhwalithi ephansi. Ngokuthuthukisa isikolo sekhwalithi, ungathuthukisa i-CPA. Ngale ndlela, ukusetshenziswa kwakho kwezikhangiso ngeke kube phezulu ngendlela ebekungaba ngayo. Ngakho, ngokuzayo uma ubhida, qiniseka ukuthi ulungiselela ukuguqulwa kunezindleko.

Uma ufuna ukuqasha onjiniyela, inqubo yocwaningo lwamagama angukhiye nokudala umkhankaso osebenzayo we-Adwords kuzokusiza ukuthi uthole amagama angukhiye afanelekile. Nokho, kukhona ezinye izinto okufanele uzikhumbule lapho ukhetha amagama angukhiye. Kufanele uqiniseke ukuthi uhlobo lokufanisa lulungile. Ucwaningo lwamagama angukhiye lungakusiza futhi ukuthi udale amakhasi okufika kanye nezikhangiso zezikhundla ezintsha zobunjiniyela. Uma uqasha onjiniyela besoftware, Ngokwesibonelo, ungadala umkhankaso we-AdWords ukuze uhehe onjiniyela abasha.

Izindleko

Cishe uzwile nge-CPC (izindleko ngokuchofoza ngakunye) kanye ne-CPM (izindleko ngombono ngamunye), kodwa ziyini? Imigomo ibhekisela ezindlekweni zokusebenzisa izikhangiso ezisekelwe ekuchofozweni nasekuvelayo. Nakuba zombili izindlela zingabiza, bangakwazi ukukhiqiza imbuyiselo emangalisayo. I-Google iyinjini yokusesha enkulu kunazo zonke futhi izigidi zabasebenzisi abahlukile baqedela ukusesha ku-Google njalo ngenyanga. Lokhu kwenza kubeluleka ukwenza iwebhusayithi yakho ibekwe phezulu kumagama angukhiye ancintisana kakhulu.

Ngenhlanhla, I-AdWords inikezela ngamathuluzi amaningi ukusiza ukucwenga izethameli zakho eziqondiwe. Ukusebenzisa izibalo zabantu, indawo, nokukhomba idivayisi, ungakwazi ukuhlela izikhangiso zakho ukuze zifinyelele iqembu elithile labantu. Ngokwesibonelo, ungakhomba abasebenzisi beselula asebekhulile 18 ku 34 noma abasebenzisi bedolobha elithile e-United States. Enye imethrikhi eyinhloko okufanele icatshangelwe i-Quality Score. Izikolo Zekhwalithi Ephakeme zisho ukuthi i-Google izonikeza okuncamelayo esikhangisweni sakho, ngokuvamile okusho izindleko eziphansi.

Izindleko ze-Adwords ziyahlukahluka kakhulu kuye ngebhizinisi lakho kanye nohlobo lwamagama angukhiye owaqondisayo. Ngokwesibonelo, amagama angukhiye abiza kakhulu ku-Google ahlobene nezezimali, umshwalense, nezinye izimboni ezisebenza ngemali eshisiwe. Amanye amagama angukhiye adumile ahlanganisa imfundo kanye “iziqu.” Uma uhlela ukungena kulezi zinkambu, lindela ukukhokha ama-CPC aphezulu. Ngokufanayo, uma uqala indawo yokwelapha, qaphela ama-CPC aphezulu.

Izici

Uma usebenzisa isiteshi sokukhangisa esibizwa nge-AdWords sebhizinisi lakho, ungase uzibuze ukuthi ingabe uthola imiphumela engcono kakhulu ngangokunokwenzeka. Lesi sihloko sizoxoxa ngezici ze-Adwords ezizoqinisekisa ukuthi uthola i-bang eningi yemali yakho. Ungase uzibuze ukuthi ngabe i-ejensi yakho yenza umsebenzi omuhle ukuyilawula. Ake sihlole izici ezinhlanu ezibalulekile ze-Adwords ukuze sisebenzise ngokugcwele umkhankaso wakho wokumaketha.

I-Google iqhubekile nokugxila kumakhalekhukhwini kanye ne-bid automation. I “Okusalungiswa kanye Nokuhlolwa” ukusebenza ku-AdWords kufaka phakathi ukuthuthukiswa kwemikhiqizo emibili emikhulu. Esokuqala ngu-a “okusalungiswa” imodi ekuvumela ukuthi wenze izinguquko ngaphandle kokucupha umkhankaso obukhoma. Lesi sici esisha sesivele sitholakala ngamathuluzi okuphatha ezinkampani zangaphandle njenge-AdWords Editor. Ikuvumela ukuthi uhlole ukuhlukahluka okuhlukile komkhankaso wakho futhi ubone ukuthi ayinawo yini umthelela ebhizinisini lakho.

Ukuxhumana okusha kwe-AdWords kufaka phakathi izici eziningi ebezingekho kudeshibhodi endala. Nokho, ideshibhodi endala izoyekiswa maduze. Ideshibhodi entsha izongena esikhundleni sethebhu Amathuba. Inamakhadi esifinyezo anezixhumanisi zokuthola ulwazi olwengeziwe ngezici kuleyo thebhu. Okwamanje, ungaqapha ukuqhubeka komkhankaso wakho wokukhangisa ngokuchofoza amagama angukhiye agqanyisiwe. Kubalulekile ukuqonda umehluko phakathi kwamadeshibhodi amadala namasha ukuze uthuthukise ibhajethi yakho yokukhangisa.

Ukukhomba indawo

Uma usebenzisa i-Google Adwords, unenketho yokusetha ukukhomba kwendawo ukuze uqinisekise ukuthi izikhangiso zakho ziboniswa kuphela kubasebenzisi endaweni ethile. I-Geotargeting izoqinisekisa ukuthi izikhangiso zakho ziboniswa kuphela kumakhasimende endaweni oyishoyo, okuzokhuphula ukuguqulwa kwewebhusayithi yakho nokuthengiswa kwe-inthanethi. Uzokhokhela kuphela ukuchofoza kwabasebenzisi abahambisana nemikhiqizo namasevisi akho. Ungakwazi ukumisa lolu hlobo lokukhangisa ngokusebenzisa izingosi zokuxhumana nabantu noma izinjini zokusesha, ukuze ukwazi ukukhomba abantu ngokusekelwe lapho behlala khona.

Kunezinhlobo ezimbili ze-geo-targeting ezitholakala nge-Google Adwords: zesifunda kanye hyperlocal. Uhlobo lokuqala lwe-geo-targeting likuvumela ukuthi ukhethe indawo ethile ngaphakathi kwezwe. Ukuqondisa kwesifunda kunomkhawulo kububanzi, njengoba izwe ngalinye linesethi yalo yamadolobha nezifunda. Amanye amazwe, nokho, ube nokukhetha okubanzi. Ngokwesibonelo, e-United States, Izifunda ze-Congressional zingaqondiswa nge-Google Adwords. Nokho, Izifunda zeCongressional ziyisinqumo esihle kakhulu Kosopolitiki. Ngokungafani nezifunda, ungaphinda ucacise indawo ethile phakathi kwedolobha, njengomakhelwane, ukuze unciphise izethameli zakho.

Njenganoma yiliphi isu elisha lokumaketha, i-geo-targeting ingakhuphula amazinga akho okuguqulwa. Nokho, kufanele ugcine engqondweni ukuthi kukhona ukulinganiselwa kule nketho, futhi udinga ukwazi ukuthi ungayisebenzisa kanjani emkhankasweni wakho. Nakuba kungase kuzwakale kuyinketho enhle kumabhizinisi endawo, kungase kungabi yisixazululo esifanele semikhiqizo yomhlaba. Ekugcineni, i-geo-targeting ayithathi indawo yesu le-SEO lamazwe ngamazwe elisebenzayo.

Amagama angukhiye anevolumu yokusesha ephezulu

Enye yezindlela ezisebenza kahle kakhulu zokufinyelela amakhasimende alungile ukukhomba amakhasimende asesha imikhiqizo noma amasevisi akho. Kubalulekile ukwazi ukuthi yimaphi amagama angukhiye anevolumu yokusesha ephezulu, njengoba lezi kuyizo ezincintisana kakhulu futhi ezingase zikhiqize ukwabelana okuningi kokuchayeka kanye nokuvelayo. Nawa amanye amathiphu okuthi ungawakhetha kanjani amagama angukhiye afanele ebhizinisi lakho. Ukusebenzisa lawa magama angukhiye kuzokusiza uzuze amazinga angcono kuma-SERP. Nawa amanye amathiphu ekukhetheni amagama angukhiye alungile:

Ngaphambi kokunquma ngamagama angukhiye, yenza uhlu lwamagama ahlobene. I-Brainstorming yisinyathelo esibalulekile ocwaningweni lwamagama angukhiye. Bhala phansi noma yiliphi igama elifika ekhanda lakho. Khetha amagama anengqondo ebhizinisini lakho futhi uwasebenzise emikhankasweni yakho yokukhangisa. Uma ungakwazi ukuza nanoma yini uwedwa, bhala amagama angukhiye onentshisekelo kuwo ocwaningweni olwengeziwe. Ngokwesibonelo, ungase ufune ukusebenzisa igama elithi “ezinosawoti” emikhankasweni yezikhangiso.

Bheka imiqulu yosesho inyanga nenyanga. Igama elingukhiye lesizini lingase libe ne-spike enkulu kuvolumu yokusesha ngo-Okthoba, kodwa ivolumu yokusesha ephansi kuze kube ngu-Okthoba. Hlela okuqukethwe kwakho ngokusekelwe kulawa magama angukhiye unyaka wonke. Ukunquma amagama angukhiye esizini, ungasebenzisa idatha ye-Google Trends noma idatha ye-Clickstream. Ivolumu yokusesha yegama elingukhiye ingaba ngesizini emazweni ahlukene. Uma usebenzisa i-Adwords njengomthombo wakho oyinhloko wethrafikhi, qiniseka ukuthi uyakufaka kokuqukethwe kwakho.

Imodeli yokubhida

Uma uzama ukuthuthukisa ibhajethi yakho ku-Adwords, kunezindlela ezimbili eziyisisekelo zokwenza. Okokuqala, ungasebenzisa izenzo zokuguqula ukukusiza ukuthi usethe amabhidi. Ngokupakisha izenzo zokuguqulwa, ungenza isenzo esisodwa esiyinhloko $10 kanye nesinye isenzo sesibili $20. Ngokwesibonelo, ukuhola kuwufanele $10, umthofu ofanelekayo wokuthengisa ufanelekile $20, futhi ukudayiswa kuwufanele $50. Ngokusebenzisa ukubhida okusekelwe kumanani, uchitha imali eningi kumakhasimende anenzuzo kuyilapho usebenzisa imali encane kulawo anenani eliphansi lokuguqulwa.

Ukubhida ngenani kuyinketho engcono ngoba kuphoqa i-Google ukuthi igxile kwikhwalithi yezikhangiso. Futhi kusiza abakhangisi balungiselele imikhankaso yabo ngokuya ngalokho okubaluleke kakhulu kubo – ithrafikhi engcono kanye nenqubo elawulekayo yangemva kokuguqulwa. Ukulungiselela inani lokuphila kwekhasimende noma i-LTV kuyisinqumo esihle kakhulu samabhizinisi afuna ukubandakanya amakhasimende ngokujulile. Ngaphezu kwalokho, ungakwazi ukulandelela kalula amanani okuguqulwa, futhi uqondanise isu lakho lokubhida nezinjongo zebhizinisi lakho.

Izindleko zokuchofoza ngakunye zincike Kumphumela Wekhwalithi wesikhangiso, futhi amaphuzu aphansi, ukuchofoza okushibhile. Nokho, ikhwalithi yemiphumela yezikhangiso izothinta izinga lesikhangiso sakho emiphumeleni yosesho. Izikolo Zekhwalithi Ephakeme zizokwandisa amathuba akho okuboniswa, okuholela ezindlekweni eziphansi ngokuchofoza ngakunye. Ngakho-ke, i-CPC ephansi izokwenza isabelomali sakho siye phambili.

Impumelelo yebhizinisi lakho le-inthanethi incike ekufinyeleleni kwakho kokumaketha kanye nokuzibandakanya kwamakhasimende. Kufanele wazi ukuthi uzisebenzisa kanjani izinkundla ze-PPC njenge-AdWords ukukhulisa ukuchayeka kwakho nokuzibandakanya kwamakhasimende. Qhubeka ufunde mayelana nalezi zindawo ezibalulekile. Akukaze kusheshe kakhulu ukuqala ukusebenzisa amapulatifomu e-PPC, kufaka phakathi i-AdWords. Nawa amanye amathiphu namasu abalulekile ukuze uqalise:

Ucwaningo lwamagama angukhiye

Esinye sezinyathelo zokuqala zokudala umkhankaso oyimpumelelo we-AdWords ukwenza ucwaningo lwamagama angukhiye olufanele. Ukusebenzisa i-Google Keyword Planner kungakusiza ukuthi unqume inani lokusesha lamagama angukhiye owacabangayo, igama elingukhiye ngalinye libiza malini, futhi iphakamisa ngisho namanye amagama nemishwana okufanele isetshenziswe. Lapho kwenziwa ngendlela efanele, lolu cwaningo luzokusiza ukuthi udale umkhankaso oqondisiwe ohambisana nemakethe yakho ohlosiwe. Ukukhumbula ukuthi ucwaningo lwakho lwegama elingukhiye lucacile, izikhangiso zakho zizoqondiswa kakhulu.

Enye yezindlela ezidume kakhulu nezisebenzayo zokuqala ukucwaninga amagama angukhiye ukusebenzisa i-Google Keyword Planner. Leli thuluzi libonisa imiqulu yosesho yamagama angukhiye ngenyanga. Uma amagama akho angukhiye eningi kuthrafikhi yasehlobo, kufanele uwakhombe ngaleso sikhathi. Enye indlela yocwaningo lwamagama angukhiye isebenzisa amathuluzi afana ne-Google AdWords’ umakhi wesikhangiso ukuze uthole amagama angukhiye ahlobene. Uma usunciphise uhlu lwakho lwamagama angukhiye, ungaqala ukukhiqiza okuqukethwe ngokusekelwe kulokho kusesha.

Ngenkathi usebenzisa ucwaningo lwakho lwegama elingukhiye, kufanele ucabangele lokho ofuna ukuthi iwebhusayithi yakho ikufeze. Ngale ndlela, uzokwazi kahle ukuthi izethameli zakho ezihlosiwe zifunani. Kufanele futhi ucabangele inhloso yabo yosesho – zinolwazi, ukuzulazula, noma okwenziwayo? Ukusebenzisa i-Google Keyword Planner, ungathola umbono wamagama angukhiye adumile we-niche yakho. Kufanele futhi uhlole ukuthi lawa magama angukhiye ahlobene yini newebhusayithi yakho. Ukusebenzisa amagama angukhiye endaweni efanele kuzoqinisekisa ukuthi izikhangiso zakho zibonwa abantu abalungile.

Ukwakha isu legama elingukhiye elisebenzayo, kufanele futhi ucwaninge izimbangi zakho’ amawebhusayithi. Izimbangi zakho’ amawebhusayithi angaqukatha okuqukethwe okungahambisani nemikhiqizo noma amasevisi akho njengawakho. Ukusebenzisa i-Google's keyword planner, uzokwazi ukuthola ukuthi yimaphi amagama angukhiye ashayela ithrafikhi eningi kubancintisana nabo. Ungasebenzisa lolu lwazi ukuze udale isu legama elingukhiye eliqhudelanayo. Ngale ndlela, ungasebenzisa leli su ukuthuthukisa izinga lewebhusayithi yakho ku-Google.

Isikolo sekhwalithi

Isikolo sekhwalithi ye-Adwords singenye yezinto ezibaluleke kakhulu ukwenza izikhangiso zakho zihambisane kakhulu. I-Adwords’ isikolo sekhwalithi sinqunywa isethi yama-algorithms afana ne-organic ranking algorithms. Ikhwalithi yakho ephezulu yamaphuzu, izikhangiso zakho zizohambisana kakhulu nezithameli zakho futhi ekugcineni izinga lakho lokuguqulwa. Nazi ezinye izindlela zokuthuthukisa isikolo sakho sekhwalithi yesikhangiso. Sizoxoxa ngezinye zezinto ezivame kakhulu ezinomthelela kumphumela wekhwalithi yesikhangiso sakho.

Indlela enhle yokwandisa isikolo sakho sekhwalithi ukuqapha izinga lokuguqulwa lezikhangiso zakho. Naka kakhulu isikolo sakho sekhwalithi futhi ukhiphe lezo zikhangiso nge-CTR ephansi. Zama ukushintsha isihloko sakho ukuze ukhuphule izinga lokuguqulwa lezikhangiso zakho. Bese, zama umkhankaso omusha wesikhangiso onekhophi ehlukile yesikhangiso. Lokhu kuzokwandisa isikolo sakho sekhwalithi kakhulu. Ukuze uthuthukise izinga lakho lokuguqulwa, gxila ekuthuthukiseni lezi zingxenye ezintathu:

Umphumela Wekhwalithi ephansi ungakhuphula Izindleko zakho Ngokuchofoza ngakunye (CPC). Ingahluka ngokusekelwe kumagama angukhiye owaqondisayo, kodwa Ikhwalithi Yekhwalithi ephezulu ingehlisa i-CPC yakho. Ngokuthembakala, kungaba nzima ukubona umphumela we-Quality Score, kodwa kuzocaca ngokuhamba kwesikhathi. Ziningi ezinye izinzuzo zekhwalithi ephezulu. Khumbula ukuthi lezi zinzuzo ziyanqwabelana ngokuhamba kwesikhathi. Akufanele uzame ukwenza ushintsho olulodwa ngobusuku obubodwa – umphumela uzozakha ngokuhamba kwesikhathi.

Ikhwalithi ephezulu kakhulu izothuthukisa ukubonakala kwesikhangiso sakho emiphumeleni yosesho. I-Google iklomelisa abakhangisi abakwaziyo ukudala izikhangiso zekhwalithi ephezulu. Futhi isikhangiso sekhwalithi ephansi singalimaza ibhizinisi lakho. Uma unesabelomali sokwenza lezi zinguquko, cabanga ukuqasha umbhali wesikhangiso. Umkhankaso wakho uzoba yimpumelelo kakhulu futhi ungabizi kakhulu uma i-Quality Score yakho iphezulu. Ngakho, qaphela: Amaphuzu ekhwalithi akuyona into okufanele ithathwe kalula.

CPC

Izindleko ngokuchofoza ngakunye (CPC) yesikhangiso se-Adwords siyahlukahluka kuye ngezinto ezimbalwa. Igama elingukhiye nemboni oyiqondisayo inquma i-CPC. Lokhu kunquma ukuthi yimalini okufanele uyikhokhe ukuze uqhube umkhankaso wakho. Ngezansi ezinye zezinto ezinquma i-CPC. Qhubeka ufunde ukuze ufunde kabanzi. -Yiziphi izithameli ofuna ukuzikhomba? Iluphi uhlobo lwemikhiqizo noma amasevisi izikhangiso zakho ezizoheha kulo?

-Ufuna ukukhokha malini ngokuchofoza ngakunye? Inani olibhidayo akufanele libe ngaphezu kwephuzu lakho lokulinganisa. Ukusetha i-CPC yakho ephezulu kakhulu kuzoholela ekuguquleni okuningi, okuzogcina kunciphise i-ROI yakho nokuthengisa. Ngokufanayo, ukwehlisa inani eliphezulu le-CPC kuzokwehlisa i-ROI yakho, kodwa umphumela wokuthengisa okumbalwa. I-CPC ibalulekile ngoba i-Google ibeka izikhangiso zakho phezulu emiphumeleni yosesho uma zinezinga eliphezulu lesikhangiso.

-Kufanele usebenzise malini ngokuchofoza ngakunye? Ngenkathi i-CPC ibalulekile ekuzuzeni ukuguqulwa, I-CPM ingcono ekukhuliseni i-ROI yakho. Ngokuvamile, ungazuza okwengeziwe ngokuchofoza ngakunye nge-CPC ephansi. Nokho, uma uqondise i-CPC ephansi, kuzoba lula ukuthola i-ROI ephakeme. Indlela engcono kakhulu yokuthuthukisa ibhajethi yakho ye-Adwords ukunquma isilinganiso sezindleko ngokuchofoza ngakunye futhi ubale izindleko zakho ngenkulungwane ngayinye.

-I-CPC inqunywa igama elingukhiye oliqondise kanye nezindleko zokuchofoza ngakunye okuzotholwa isikhangiso sakho. Kunezici eziningi ezizoba nomthelela ku-CPC yesikhangiso sakho, okuhlanganisa ukuhambisana kwegama elingukhiye, ikhwalithi yekhasi lokufika, kanye nezici zomongo. Uma uqondise amagama angukhiye anegama, Umphumela Wekhwalithi ephezulu ungakulethela imbuyiselo enenzuzo kumkhankaso wakho we-PPC. Ekugcineni, umgomo wakho uwukukhulisa i-CPC yakho ngangokunokwenzeka, ngaphandle kokuphuka.

Ukumaketha kabusha

Ukumaketha kabusha nge-Google AdWords kukuvumela ukuthi ubonise izikhangiso zangokwezifiso kubavakashi bewebhusayithi bangaphambilini. Ungakwazi futhi ukudala izikhangiso zokumaketha kabusha ezinamandla ezisuselwe kokuphakelayo ukuze ufinyelele izivakashi ezedlule. Ukusebenzisa ukumaketha kabusha kungakunikeza ithuba lokuguqula izivakashi zesikhathi esisodwa zibe amakhasimende aphindayo. Ukuze ufunde okwengeziwe ngale nqubo, funda uqhubeke. Lesi sihloko sichaza izinzuzo nokusetshenziswa kokumaketha kabusha nge-AdWords. Kungase kube inketho okufanele icatshangelwe ebhizinisini lakho.

Ukumaketha kabusha kuyindlela esebenzayo yokukhumbuza izivakashi ngemikhiqizo noma amasevisi akho. Ungakha ukuhluka kwezikhangiso okuhlukile ngokusekelwe ohlotsheni lomkhiqizo abake bawubuka kusayithi lakho. Ngokwesibonelo, ungakhomba izivakashi ezivakashele ikhasi lenqola ngosuku lwesikhombisa noma 15 noma kuphela labo ababuke ikhasi ngosuku lwesikhombisa. Ngokukhomba izethameli zakho ngokusekelwe ekuziphatheni kwazo, ungakwazi ukwandisa izinga lakho lokuguqulwa kanye ne-ROI.

Izindleko ngokuchofoza ngakunye

Uma uzibuza ukuthi uchitha malini ku-Cost ngokuchofoza ngakunye kwe-Adwords, awuwedwa. Abantu abaningi bachitha ngaphezulu $4 ngokuchofoza ngakunye ezikhangisweni. Futhi, ngocwaningo olufanele, ungakwazi ukwehlisa leyo nombolo kakhulu. Amasu amaningana angakusiza wenze kanjalo. Okokuqala, geo-target izikhangiso zakho. Lokhu kuzokuvumela ukuthi ubonise izikhangiso ezinhlotsheni ezithile zamadivayisi eselula. Okwesibili, ungakhawulela inani lezikhangiso ezivela ekhasini elinikeziwe, ukuze kuboniswe abafanelekile kuphela kubavakashi bakho.

I-AdWords’ I-CPC iphansi kakhulu ezimbonini eziningi. I-CPC emaphakathi yokusesha ku-Google imayelana $1 futhi $2, kodwa angafinyelela $50 uma ufuna ukuqondiswa kakhulu. Kuye ngemboni yakho, inani lakho lebhidi, kanye nezimbangi zakho’ amabhidi, ungasebenzisa amakhulu noma izinkulungwane zamadola ngosuku ku-AdWords. Noma kunjalo, khumbula ukuthi nangamathuluzi amahhala e-Google, usengenza imali ngokukhangisa.

Enye indlela yokwandisa ibhidi yakho ngokwandisa ibhidi yakho. Nokho, kuyafaneleka ukuqaphela ukuthi ukubhida kwegama elingukhiye kuyahlukahluka embonini kuya embonini. Uma usembonini yezezimali, isilinganiso sakho sokuguqulwa simayelana 2.70%. Okwezimboni ezifana ne-e-commerce kanye nomshwalense, isilinganiso singaphansi kwamaphesenti amabili. Noma kunjalo, kubalulekile ukuqapha imikhankaso yakho ngokucophelela futhi ulungise ibhidi yakho ngokufanele. Futhi ungakhohlwa ukusebenzisa i-Google Sheet ukuze ulandelele imikhankaso yakho.

Nakuba isikolo sekhwalithi ne-CPC zibalulekile kumkhankaso wakho we-AdWords, kufanele futhi ucabangele ukubekwa kwegama lakho elingukhiye kanye nekhasi lokufika. I-AdWords’ Umphumela Wekhwalithi isilinganiso sokuhambisana kokuqukethwe kwakho kubaseshi. Okuphezulu kwe-CTR yakho, maningi amathuba okuthi isikhangiso sakho sichofozwe. Uma ikhasi lakho lokubikezela lingafaneleki, isikhangiso sakho sizongcwatshwa kumaSERPs.

Kunokucatshangelwa okuningana okubalulekile uma usebenzisa i-Adwords kuwebhusayithi yakho. Ukwazi izindleko, ukubhida amagama angukhiye, kanye nokulandelela ukuguqulwa konke kubalulekile ekwenzeni lolu hlelo lokumaketha oluku-inthanethi ngokugcwele. Ulwazi olukulesi sihloko luzokusiza ukuthi uqalise ngokushesha. Ungasebenzisa futhi amathiphu asuka esihlokweni ukuze ufunde kabanzi mayelana nezinye izici ze-Adwords. Lesi sihloko sizokunikeza ukubuka konke okuyisisekelo kwenqubo, kusukela ocwaningweni lwamagama angukhiye ukuya ekubhideni kuya ekulandeleleni ukuguqulwa.

Ucwaningo lwamagama angukhiye

Esinye sezinyathelo zokuqala ocwaningweni lwamagama angukhiye ukuqonda ibhizinisi lakho. Ngokuhlaziya imibuzo ebuzwa yizithameli zakho, ungakha okuqukethwe okuzobakhanga. Indlela enhle yokuqoqa idatha yocwaningo lwamagama angukhiye ukuzicwilisa emphakathini wakho. Sebenzisa izilandeleli zamagama ukuhlonza ukuthi abantu ku-niche yakho bafuna ini. Sebenzisa ulwazi ukuze uthuthukise okuqukethwe okuzokhanga izethameli zakho ezihlosiwe futhi wandise ithrafikhi yesayithi lakho. Nazi ezinye izindlela zokuqoqa idatha yocwaningo lwamagama angukhiye yebhizinisi lakho.

Ngemuva kokuthi ukhethe amagama akho angukhiye, zibeke phambili ngokubaluleka. Qiniseka ukuthi aqondene ngqo nokuqukethwe kwesayithi lakho. Sebenzisa amagama angukhiye amathathu noma amahlanu ngegama elingukhiye ngalinye. Gxila kuma-niches athile ukwenza umkhankaso wakho usebenze kakhulu. Futhi, gwema ukusebenzisa amagama angukhiye agcwele ukuncintisana. Ucwaningo lwamagama angukhiye lungakusiza futhi ukuthi uthole izingqikithi eziphindaphindayo ngaphakathi kwe-niche yakho. Lapho ubhalela ukushicilelwa ku-inthanethi, sebenzisa ucwaningo lwegama elingukhiye ukukhomba izingqikithi eziphindaphindayo embonini yakho.

Uma usebenzisa ukukhangisa okukhokhelwayo ukukhuthaza iwebhusayithi yakho, ucwaningo lwegama elingukhiye lubalulekile. Ukwazi ukuziphatha kokusesha kwezithameli zakho kubalulekile ebhizinisini lakho. Sebenzisa lolu lwazi ukuze ubhalele izethameli zakho okuqukethwe okufanele. Khumbula ukuthi kunezinhlobo ezahlukene zabantu abafuna ulwazi olufanayo nolwakho. Uma izethameli zakho zisebenzisa amagama afanayo, uzoba nethuba elingcono lokutholakala kuma-SERPs. Inzuzo eyinhloko ocwaningweni lwamagama angukhiye ukuthi ingakusiza ukunquma ukuthi yimaphi amagama angukhiye asebenza kahle kakhulu emkhankasweni wakho wokukhangisa.

Ukuqonda izethameli zakho ezihlosiwe kubalulekile ekwandiseni ubukhona bakho ku-inthanethi. Uma usebenzisa amagama angukhiye ajwayelekile, cishe uzoqondisa izethameli eziningi kunalokho obuhlosile. Ngokwazi izidingo zababukeli bakho ohlosiwe, ungakha uhlu lwamagama angukhiye namasu ukuhlangabezana nezidingo zabo. Ngosizo oluncane oluvela ocwaningweni lwamagama angukhiye, ungakha amasu okufanisa imikhiqizo namasevisi akho nezidingo zawo. Uzomangala ukuthi ungathuthukisa kangakanani izinga lenjini yokusesha yewebhusayithi yakho futhi wandise ukuthengisa kwakho.

Ibhidi yamagama angukhiye

Ukubhida kwamagama angukhiye ku-Adwords kungenziwa ezingeni lamagama angukhiye noma ezingeni leqembu lesikhangiso. Ibhidi yeleveli yegama elingukhiye ivumelana nezimo futhi ilungele ukukhulisa ibhidi yomphumela ofisayo womkhankaso. Ukwandiswa kwamagama angukhiye nakho kuyenzeka futhi kungakhuphula ibhidi yalo lonke iqembu lesikhangiso. Ukusebenzisa amaqembu ezikhangiso nokubhida kwamagama angukhiye kulula ukukuphatha. Ungasebenzisa futhi ukubhida kweqembu lezikhangiso ezinsukwini ezimbalwa zokuqala zomkhankaso wakho ukuze uhlole amasu ahlukahlukene.

Ngegama elingukhiye ngalinye, ungalungisa inani lebhidi ngokushintsha inombolo yezikhangiso eziboniswa lelo gama elingukhiye. Ukwandisa ibhidi egameni elingukhiye eliyinhloko kungase kuthuthukise isikhundla sakho eqenjini lesikhangiso. Ngokunjalo, ukwehlisa ibhidi yeqembu lesikhangiso kungase kunciphise izindleko zokuguqulwa ngakunye. Kufanele futhi uqaphe isikhathi sokuvala ukuze wenze ibhidi engcono kakhulu yegama elingukhiye. Umgomo uwukugcina imali ngaphandle kokudela ukuguqulwa.

Uma ubhidela igama elingukhiye ku-Adwords, inani elikhokhiwe lisuselwa ekudumeni kwegama elingukhiye. Igama elingukhiye linamandla okushayela ithrafikhi eningi uma isiseshi sithayipha igama elingukhiye okukhulunywa ngalo. Ukukhethwa kwegama elingukhiye elihle kufanele kuhambisane nezilaleli. Ngokukhomba izethameli ezifanele, ungafinyelela izethameli eziningi futhi wakhe umkhankaso oqinile we-PPC. Ngaphandle kwalokho, umkhankaso wokubhida igama elingukhiye ungaphathwa yi-ejensi yochwepheshe, njengoDeksia.

Uma usuthuthukise isikhangiso sakho, qapha imiphumela futhi wenze izinguquko njengoba kudingeka. Uma udlala izikhangiso ezikhokhelwayo, qiniseka ukuthi ukhomba amagama angukhiye afanelekile futhi uhlole ukusebenza kwawo ngezikhathi ezithile ukuze uqinisekise ukuthi imiphumela ilungile. Ngokulandela amathiphu angenhla, uzoba sendleleni efanele yokufinyelela izinhloso zakho. Vele ukhumbule ukuthi umgomo wakho kufanele ube ofanele futhi ufezeke. Khumbula nje ukulungisa amabhidi akho uma kudingeka.

Izindleko

Amagama angukhiye abiza kakhulu e-AdWords yilawo afaka ezezimali nezimboni ezilawula izindodla zemali.. Amanye amagama angukhiye abiza kakhulu ku-Google ahlanganisa imfundo kanye “iziqu,” izigaba ezimbili ezingathathwa njengezincintisana kakhulu. Abantu abafuna ukungena embonini yezemfundo nokwelashwa kufanele balindele ama-CPC aphezulu. Izinkampani ezisebenzelana nokunakekelwa kwezempilo nemithi kufanele nazo zikuqaphele lokhu. Ngaphandle kokunakekelwa kwezempilo, izinkampani zomshwalense namafemu ezezimali zisebenzisa kakhulu ku-AdWords.

Esinye isici okufanele icatshangelwe lapho kubalwa izindleko ze-Adwords izinga lokuguqulwa. Izinga lokuguqulwa liyiphesenti lezindleko zokuchofoza eliholela esenzweni. Ngokwesibonelo, uma othile echofoza isixhumanisi ukuze abhalisele ukubhaliswa kwe-imeyili, umsebenzisi we-AdWords angakha ikhodi ehlukile ukuze alandelele okubhaliselwe kwe-imeyili kwalesi sivakashi esithile. Le khodi izothumela ama-pings ezikhathi ezithile kumaseva e-AdWords ukuze ihlobanise idatha. Uma idatha isihlanganisiwe, izindleko zokuguqulwa ngakunye zihlukaniswa ngenani eliphelele lokuchofoza.

Izindleko ezimaphakathi zokuchofoza ziyahlukahluka kakhulu futhi zincike egameni elingukhiye kanye nomkhakha. Kunethiwekhi yosesho, ama-CPC aphakathi nendawo $2.32. Kunethiwekhi yesibonisi, kunjalo $0.58. Ukuze uthole ulwazi olwengeziwe ngalawa mamethrikhi, vakashela i-athikili yethu yamamethrikhi e-AdWords. Enye indlela yokonga imali ku-AdWords ukusebenzisa amagama angukhiye anesikolo sekhwalithi ephezulu. Amagama angukhiye e-High Quality Score azuza amazinga angcono ezikhangiso futhi onge imali.

Uma usebenzisa umkhankaso we-PPC nge-Google, kubalulekile ukuqonda izindleko ngokuchofoza ngakunye. I-Google ineqoqo lamathuluzi elisiza amabhizinisi ukuthi aqaphe futhi alinganise ukuphumelela kokukhangisa kwawo. Lokhu kubandakanya isofthiwe ye-Google Analytics, okulinganisa izindleko ngokuchofoza ngakunye. Kodwa ngaphambi kokuthatha isinqumo sokusebenzisa leli thuluzi, qiniseka ukuthi wazi ngokugcwele izindleko nobude besikhathi somkhankaso ngamunye. Ngaphezu kwalokho, isabelomali sokumaketha senkampani cishe sizonquma inani lemali elibizayo ukusebenzisa ukukhangisa kwe-PPC.

Ukulandelela ukuguqulwa

Ukulandelela ukuguqulwa ku-AdWords kunezinzuzo ezimbalwa. Okokuqala, ingakhuphula izinombolo zakho zokuguqulwa ngokubuyela emuva, ngokufaka ikhredithi ukuchofoza kokugcina kanye nedethi yokwenziwayo. Okwesibili, ikuvumela ukuthi ulandelele ukuguqulwa kwangemuva, noma ukuguqulwa okungakenzeki evikini lokuqala lokuhlola izibalo. Kwalokhu, uzofuna ukwakha ikhukhi lokulandelela elizohlala okungenani izinsuku ezingamashumi amathathu. Ikhukhi iba yinde, okungcono, njengoba izokusiza ukuthi ulandelele zonke izinguquko ezenziwe.

Lapho usetha Iwebhusayithi noma Shayela ukuguqulwa kwendawo, uzofuna ukunika amandla iwindi lokuguqula lokubuka. Lesi silungiselelo silandelela izivakashi ezibuka isikhangiso sakho kodwa ezingachofozi. Laba bantu bangase babuye kamuva futhi baguqule. Ungasetha isikhathi phakathi kokubuka nokuguqulwa ukuthi kube noma yikuphi ukusuka osukwini olulodwa ukuya 30 izinsuku. Ungaphinda ukhethe inani Ngokwezifiso, ezolandelela izivakashi nganoma yisiphi ubude besikhathi. Ukulandelela ukuguqulwa, uzodinga ukwazi ukuthi yiziphi izikhangiso ezithola ithrafikhi eningi.

Ukulandelela ukuguqulwa ku-Adwords kungasethwa ukuze kukalwe inombolo yezingcingo ezenzeka ngemva kokuchofoza isikhangiso sakho.. Ungakhetha kuhlu lwezinketho ngokusekelwe ekutheni ukuguqulwa kwakho kubukeka kanjani. Ukuguqulwa kwewebhusayithi, Ngokwesibonelo, hlanganisa ukuthenga nokubhalisa. Amakholi efoni, Ngokwesinye isandla, ingafaka amakholi efoni asuka esikhangisweni sakho bese ephelela ocingweni lwekhasimende. Okwalezi zinhlobo zokuguqulwa, uzodinga inombolo yefoni ukuze ukuguqulwa kulandelelwe.

Ukulandelela ukuguqulwa ku-AdWords akusebenzi namakhasimende anganawo amakhukhi anikwe amandla. Noma iningi labasebenzisi be-inthanethi liphequlula ngamakhukhi anikwe amandla, basengakwazi ukukhubaza ikhukhi le-tracker yokuguqulwa. Ungasebenzisa futhi i-plugin yokulandelela ukuguqulwa ku-AdWords ukuze uguqule ikhodi yokuguqula. Uma usenezinkinga, cabanga ukuxhumana ne-ejensi yokukhangisa noma umthuthukisi wewebhusayithi. Bangakujabulela ukusiza.

Amagama angukhiye angalungile

Cishe uzwile ngamagama angukhiye angalungile ku-Adwords, kodwa uzisebenzisa kanjani kahle? Iyiphi indlela engcono kakhulu yokuzisebenzisa? Hhayi-ke, empeleni ilula. Okokuqala, udinga ukudala isethi eyabiwe yamagama angukhiye angemuhle. Bese, ungaqala ukwengeza amagama angukhiye angalungile kumkhankaso wakho. Ngale ndlela, uzokwazi ukugwema ukuchitha imali emikhankasweni yezikhangiso engaguquki.

Lapho wakha uhlu lwakho, qiniseka ukuthi ukhetha izinhlobo ezifanele zamagama angukhiye angalungile. Lawa amagama axhumene ngokwe-semantically, kodwa azihlobene nemikhiqizo noma amasevisi akho. Izikhangiso ezibonisa imigomo engahambisani nemikhiqizo noma amasevisi akho mancane amathuba okuthi zikhiqize ukuthengisa, ngakho-ke kufanele ugweme ukusebenzisa lawo magama angukhiye. Ungasebenzisa futhi amagama angukhiye angalungile emibuzweni yokusesha engathengi. Lokhu kungasiza imikhankaso yakho ukuthi ifinyelele amazinga aphezulu okuguqulwa.

Uma udala uhlu lwamagama angukhiye aphikisayo, kufanele ukhethe amagama azoba nzima kakhulu kuwe ukuthi uwalinganisele. Ungasebenzisa amagama angukhiye aqukethe ubuningi bamagama noma imishwana ongafuni ukuyikhomba. Kuye ngomgomo wakho, ungakwazi ukwengeza amagama angukhiye angalungile emaqenjini ezikhangiso noma emikhankasweni futhi usebenzise ukufanisa ibinzana elithi negative ukuze ukhiphe noma imaphi amatemu angenamsebenzi. Lokhu kungakusiza wehlise i-CPC yakho, futhi wandise ukubekwa kwesikhangiso sakho.

Ukwakha uhlu lwamagama angukhiye angalungile, kufanele udale iqembu elihlukile lesikhangiso lohlobo ngalunye lwegama elingukhiye. Lawa magama angukhiye kufanele ahlanganise imiqondo ehlukene ehlobene nezinkampani zezimboni nokukhiqiza. Ngale ndlela, ungalungisa amagama akho angukhiye futhi uxhumane nabantu abafanelekile. Nokho, kufanele uqaphele ukuthi ungangezi amagama angukhiye angalungile ezingeni elingalungile. Zizokwengezwa njengokufana nse. Uma ukhetha izinga elingalungile, uzogcina unesiphithiphithi somkhankaso.

Uma umusha ku-Adwords, kungcono ukugcina izinto zilula. Ungazami ukwenza okungaphezu kwalokho okuvunyelwe yipulatifomu. Futhi ubekezele – kuzothatha isikhathi ukuthi izinyawo zakho zibe manzi. Lesi sihloko sizokuhambisa ezinyathelweni zokuqala zokuqala umkhankaso wakho. Kuningi ku-Adwords kunokumisa umkhankaso, nokho. Qhubeka ufunda ukuze ufunde kabanzi mayelana nezikhangiso zokuhlola ukuhlukaniswa nokuthuthukisa amakhasi okufika.

Ucwaningo lwamagama angukhiye

Uma usebenzisa ukukhangisa kokukhokha ngokuchofoza ukukhangisa iwebhusayithi yakho, ucwaningo lwegama elingukhiye lubalulekile. Ngokuqonda ukuthi amakhasimende afunani ku-inthanethi, ungakha okuqukethwe okufanele. Kukusiza futhi ukuthi uqondise izethameli ezithile, njengalabo abasebenza embonini yezokwelapha noma labo abathanda ukuhlinzwa komgogodla. Ngokwesibonelo, uma imakethe yakho ehlosiwe ingodokotela abahlinzayo bomgogodla, ungawakhomba ngesikhangiso esiqondisiwe. Ukusebenzisa i-Google Keyword Planner kungakusiza uthole amagama angukhiye alungile.

Okokuqala, sebenzisa ithuluzi lamagama angukhiye elikuvumela ukuthi uhlole izihloko, imibuzo, kanye nemiphakathi ehambisana newebhusayithi yakho. I-Bing iyinjini yokusesha yesibili ngobukhulu emhlabeni, ukucubungula 12,000 ukusesha okuyizigidi njalo ngenyanga. Uma usuwakhethile amagama akho angukhiye, ungabhala okuqukethwe okusebenzisa la magama. Lokhu kuzokwandisa amathuba okuheha izivakashi ezintsha, ukuthuthukisa ithrafikhi yesayithi lakho. Ngemva kokucwaninga amagama angukhiye, khetha okungcono kakhulu kokuqukethwe kwakho.

Elinye ithuluzi lokucwaninga kwamagama angukhiye ama-Ahrefs. Leli thuluzi lamahhala likunikeza imininingwane enemininingwane mayelana namagama angukhiye, kuhlanganise nevolumu yabo yokusesha, ukuncintisana, kanye nethrafikhi yewebhusayithi. Ingakutshela futhi ukuthi yiziphi izimbangi ezinevolumu yokusesha ephezulu futhi abasebenzisa amanye amasu ukukala phezulu ezinjinini zokusesha. Qiniseka ukuthi ubuyekeza amawebhusayithi aqhudelana naye ngaphambi kokukhetha igama elingukhiye ozoliqondisa. Ngaphandle kwezinhloso zakho, kubalulekile ukuqonda umncintiswano nokuthi zikleliswa kanjani kumagama angukhiye owakhethayo.

Isinyathelo esibaluleke kakhulu ocwaningweni lwamagama angukhiye ukwazi izethameli zakho. Ufuna ukudonsa ukunaka kwezithameli zakho ozihlosile, futhi ukwazi ukuthi yini abayifunayo kuzokusiza wenze lokho. Lokhu kungenziwa ngokusebenzisa ithuluzi lamagama angukhiye lamahhala njengethuluzi legama elingukhiye le-Google, noma ithuluzi lokucwaninga lamagama angukhiye akhokhelwayo njenge-Ahrefs. Ungasebenzisa lolu lwazi ukubhala okuthunyelwe okusha okuhambisana nezithameli zakho. Leli ithuluzi eliyigugu elingasetshenziselwa ukukhiqiza okuqukethwe okusha.

Umgomo womkhankaso we-Adwords

I-Google ihlinzeka ngezinhlobo ezahlukene zeziqondiso ukukusiza ukuthi ukhethe izikhangiso ezisebenza kahle kakhulu zewebhusayithi yakho. Ungakhetha phakathi kwezinjongo zokuguqulwa ezijwayelekile nezingokwezifiso, futhi ziwusizo kumasu okubhida. Uma unesitolo sezingubo eziku-inthanethi, Ngokwesibonelo, ungase ufune ukusebenzisa imigomo yokuguqulwa ngokwezifiso ukuze ukhuphule inani lemali engenayo oyenzayo. Bese, ungakwazi ukwengeza izenzo zokuguqula njengokugcwalisa ifomu lokuhola noma ukuthenga umkhiqizo. Ukudala umkhankaso we-Adwords wesitolo sezingubo, landela lawa macebiso.

Ngaphambi kokwethula umkhankaso we-Google Adwords, nquma isabelomali ozimisele ukusichitha. Umthetho omuhle wesithupha uwukusebenzisa okungenani $20-$50 usuku. Ungase udinge ukuchitha imali eningi noma encane kuye ngokuncintisana kwamagama angukhiye kanye ne-CPC elinganiselwe. Kufanele futhi wazi izindleko zokuthola ikhasimende noma ukuhola ngaphambi kokusetha ibhajethi. Nokho, kusabalulekile ukuzibekela imigomo enengqondo futhi wenze izinguquko ukuze wandise imiphumela.

Hlukanisa izikhangiso zokuhlola

Uma uhlukanisa izikhangiso zokuhlola ku-Adwords, ungakhetha izinguqulo ezimbili zezikhangiso ezinezici ezihlukile. Ngokwesibonelo, esikhangisweni sokuqala, ungase ubhale ngosonhlamvukazi uhlamvu lokuqala kuyilapho okwesibili, futhi ngokuphambene. Ngaphezu kwalokho, ungashintsha i-URL yokubonisa kuzo zombili izinguqulo zesikhangiso. Ngale ndlela, uzokwazi ukubona ukuthi yisiphi isikhangiso esisebenza kangcono. Bese, ungakhetha ukuthi usebenzise siphi isikhangiso.

Ukunquma ukuthi yisiphi isikhangiso esisebenza kangcono kunesinye, ungasebenzisa isofthiwe yokuhlola ukuhlukaniswa. Lezi zinhlelo zesofthiwe zikuvumela ukuthi ubone amamethrikhi ahlukahlukene, njengemali engenayo nokuguqulwa. Lawo mamethrikhi abalulekile empumelelweni yebhizinisi lakho, ngakho-ke khetha lezo ezithinta ngqo imiphumela yakho. Ngokwesibonelo, ungahlaziya imithombo ehlukene yethrafikhi yewebhusayithi futhi unqume ukuthi yimiphi eholela emalini engenayo eningi. Isofthiwe yokuhlola ukuhlukaniswa izokubonisa ukuthi yimiphi imithombo yethrafikhi enenzuzo kakhulu ebhizinisini lakho.

Ngemva kokukhetha okuhlukile kwesikhangiso, sekuyisikhathi sokuhlaziya imiphumela. Ukwenza kanjalo, Iya ku “Buka Umlando Wokushintsha” futhi ubheke idethi nesikhathi isethi ngayinye yesikhangiso esilungiswe ngayo. Ngokwesibonelo, uma wenze ushintsho esikhangisweni sakho sombhalo ngoSepthemba 23 kwe 7:34 pm, chofoza ku “Bonisa Imininingwane” isixhumanisi ukuze ubone isikhathi esiqondile nedethi oyenze ngayo ushintsho.

Ukuhlukanisa izikhangiso zokuhlola ku-Facebook, qiniseka ukuthi ukhetha isabelomali esiletha imiphumela. I-Facebook inesabelomali esincane nesinconyiwe okufanele usilandele. Bese, hlukanisa isabelomali ngokulinganayo phakathi kwalezi zikhangiso ezimbili. Ukuze uthole umphumela onembe kakhudlwana, qiniseka ukuthi uhlola ukubaluleka kwezibalo zomehluko. Uma ungaqiniseki, sebenzisa izindleko zemethrikhi ngayinye yokuguqulwa. Izindleko ezimaphakathi ngokuchofoza ngakunye kuzo zombili izikhangisi zingase zibe phezulu futhi ngokuphambene nalokho.

Ilungiselela amakhasi okufika

Ukuhlola ukusebenza kwezakhi ezihlukahlukene zamakhasi akho okubikezela kuyisihluthulelo sokuthuthukisa ngempumelelo. Enye indlela yokulinganisa ukusebenza kwezakhi ezihlukene ukusebenzisa amamephu okushisa. Lokhu kungakubonisa lapho abantu bachofoza khona ekhasini lakho, noma ngabe baziba ukubizelwa esenzweni noma bagxile kwezinye izici ezingabalulekile. Ngokulandelela ukuziphatha kwezivakashi, uzokwazi ukwenza izinguquko ukuze uthuthukise isayithi lakho. Ngenkathi amamephu okushisa engenye yezindlela ezivame kakhulu zokuhlola amakhasi akho okubikezela, akuzona ukuphela kwendlela yokuzithuthukisa. Eminye imibiko yedatha ebonakalayo ihlanganisa amamephu wokuskrola, imbondela, kanye nohlu lwemibiko.

Isivinini sekhasi esinye isici esibalulekile okufanele sicatshangelwe. Uma ikhasi lakho lokubikezela lithatha isikhathi eside ukulayisha, izivakashi zizolahlekelwa isithakazelo ngokushesha. Lokhu kungase kubangele izinga eliphezulu lokugxuma, okwazisa i-Google ngolwazi lomsebenzisi olubi futhi okungase kube nomthelela Wezinga Lesikhangiso sakho. Ngokusebenzisa i-browser caching kanye nokunciphisa umbhalo ongadingekile, ungakwazi ukwandisa isivinini sekhasi ngesikhathi esifanayo wehlisa i-CPC. Ngokubhekana nalezi zinkinga, ungathuthukisa ulwazi lomsebenzisi lekhasi lakho lokubikezela futhi uthuthukise amazinga alo okuguqulwa.

Ikhasi lokubikezela eliklanywe kahle libalulekile ekwandiseni ukuguqulwa. Akufanele ingabi nemfuhlumfuhlu futhi kube lula ukuyizulazula. Kufanele futhi kube lula ukuzulazula, ukuze izivakashi zitshelwe ukuthi zithathe isinyathelo ngokushesha. Kufanele kube lula ukuzulazula, futhi kufanele ifake ulwazi oluhlobene nemikhiqizo noma amasevisi okunikezwayo. Ikhasi lokufika lidinga ukusebenza kuzo zonke lezi zindlela ukuze kukhuliswe imali engenayo. Isinyathelo sokuqala sokuthuthukisa ikhasi lakho lokubikezela ukuhlola nokuhlola iziphakamiso zamanani ahlukene. Olandelayo, hlola futhi ulungise izinkambu zefomu ukuze uzenze zithandeke kakhulu. Ekugcineni, engeza ubufakazi bomphakathi ekhasini lakho lokubikezela ukuze ukhulise ukwethembeka.

Ukulandelela ukuguqulwa

Esinye sezinyathelo ezibaluleke kakhulu ekulandeleni ukuguqulwa nge-Adwords ukukhomba uhlobo lokuguqulwa. Ukuguqulwa kuyehluka ngevelu kuye ngohlobo lwesenzo. Ukuchofoza nokuthengisa, Ngokwesibonelo, zombili ziwuhlobo lokuguqulwa, ngakho-ke inani ngalinye liyahlukahluka. Ungasebenzisa futhi imodeli yesichasiso ukuze unqume ukuthi singakanani isikweletu ongasinika uhlobo ngalunye lokuguqulwa. Uma ungazi ukuthi ungakubalula kanjani ukuguqulwa, Nazi ezinye izinyathelo zokukusiza ukuthi uqalise:

Okokuqala, qiniseka ukuthi unomaki wesayithi lomhlaba jikelele, noma ikhodi erekhoda ukuguqulwa ngakunye. Ngokwesibonelo, uma unohlelo lokusebenza noma iwebhusayithi enenombolo yocingo, ikhodi yakho yokuguqula ingarekhoda ikholi yakho. Ungasebenzisa futhi ikhodi yokuguqula yangokwezifiso ukulandelela izingcingo. Ngale ndlela, i-akhawunti yakho ye-AdWords izothola ikhodi yokulandelela eyingqayizivele uma isivakashi sichofoza isixhumanisi senombolo yocingo ethile.

Enye indlela yokulandelela ukuguqulwa nge-Adwords ukusetha amakhodi okulandelela ekhasini ngalinye lewebhusayithi yakho. Ungakwazi ukugcwalisa ifomu kuwebhusayithi ye-AdWords ukwenza njalo noma unamathisele ikhodi ekhasini lakho lewebhu. Uma lokhu sekwenziwe, ungaqamba ukuguqulwa futhi ulandelele ukusebenza kwesikhangiso ngasinye. Uma ufuna ukwazi kahle ukuthi bangaki abantu abaguqukayo besuka ezikhangisweni zakho, lena indlela engcono kakhulu yokukala umkhankaso wakho.

Uma usumise ikhodi yokuguqula yesayithi lakho, ungafaka i-Google Tag Manager ukuze ulandelele impumelelo yokuchofoza ngakunye kwesikhangiso. Izokuqondisa ohlelweni lwesinyathelo ngesinyathelo, okuhlanganisa ukusetshenziswa kwe-ID yokuguqula, ilebula yokuguqulwa, kanye nesixhumi. I-Google Tag Manager izophinda ikunikeze ukuthunyelwa kwe-JSON okudingayo. Ungabe usulungiselela omaka futhi ulandelele ukuguqulwa nge-Adwords.

Kunezinto ezimbalwa okufanele uzazi ngaphambi kokwethula umkhankaso wesikhangiso ku-Adwords. Uma ungaqiniseki ukuthi ungaqala kuphi, funda lesi sihloko ukuze ufunde mayelana nezindikimba zamagama angukhiye, Izinketho zokukhomba, Ukubhida, kanye nokulandela ukuguqulwa. Ungakwazi ngisho nokuhlola womabili amabhokisi futhi ukopishe futhi unamathisele izikhangiso ezivela kweminye imithombo. Uma usukopishe isikhangiso sakho, qiniseka ukuthi ushintsha isihloko bese ukopisha uma kudingeka. Ekupheleni, izikhangiso zakho kufanele zibukeke njengalezi ozitholile uma uziqhathanisa.

Izingqikithi zamagama angukhiye

I-Google isanda kwethula isici esisha esibizwa ngokuthi ‘Izindikimba zamagama angukhiye’ okuzosiza abakhangisi baqondise izikhangiso zabo ngokuphumelelayo. Izindikimba zamagama angukhiye zizotholakala kusici se-Smart Campaigns emasontweni azayo. I-Google imemezele inqwaba yamathuluzi amasha aklanyelwe ukunciphisa imiphumela yokuvalwa kwe-COVID-19, okuhlanganisa Imikhankaso Ehlakaniphile. Funda ukuze uthole ukuthi ungasebenzisa kanjani la mathuluzi amasha. Ake sicwilise kwezimbalwa zazo.

Enye inzuzo yezingqikithi zegama elingukhiye ukuthi benza ukuqhathanisa phakathi kwamagama angukhiye ngaphakathi kwesigaba esifanayo kalula. Ngokwesibonelo, kunzima ukuqhathanisa ukusebenza kwamagama angukhiye ahlukene wezicathulo neziketi uma ziqoqwe eqenjini lesikhangiso elifanayo. Nokho, uma ulandela isikimu setimu esinengqondo, uzokwazi ukuqhathanisa kalula ukusebenza kwegama elingukhiye kuyo yonke imikhankaso namaqembu ezikhangiso. Ngale ndlela, uzoba nesithombe esicacile sokuthi yimaphi amagama angukhiye anenzuzo kakhulu esigabeni somkhiqizo ngamunye.

Ukuhambisana – Uma abantu basebenzisa izinjini zokusesha ze-Google ukuthola imikhiqizo, izikhangiso eziqukethe amagama angukhiye ahlobene cishe zizochofozwa. Ukuhambisana kusiza futhi ukuthuthukisa Isikolo Sekhwalithi kanye nezinga lokuchofoza. Ngokusebenzisa amagama angukhiye afanayo emaqenjini ezikhangiso ahlukene, ungagcina imali nesikhathi. Amasu ambalwa abalulekile wokuthuthukisa ukuhambisana kwegama elingukhiye ahlanganisa:

Izinketho zokukhomba

Ungakhetha ukusebenzisa ukuqondisa kwezinga lomkhankaso kuselula nezikhangiso eziboniswayo. Ukuqondisa komkhankaso ngokuvamile kusebenza kuzo zonke izikhangiso ezikumkhankaso, futhi amaqembu esikhangiso angase akhiphe ukuqondisa komkhankaso. Ukushintsha umkhankaso wakho oqondiswe kuwo, kufanele uye kuthebhu ethi Izilungiselelo, bese uchofoza okuqondiwe Kwendawo. Chofoza u-Hlela ukuze ulungise izindawo eziqondisiwe ozikhethile. Ungakhipha izindawo ezithile kuzithameli oziqondise. Kungenjalo, ungalungisa ibhidi yezindawo ezithile.

Esinye isici esibalulekile somkhankaso wokukhangisa wenkundla yezokuxhumana ukukhomba okusebenzayo. I-YouTube, Ngokwesibonelo, ikuvumela ukuthi uqondise ngedeskithophu, ithebhulethi, noma amadivaysi eselula. Ungaphinda ukhethe ukuthi isikhangiso sizovela noma cha endaweni ethile. Imikhiqizo eminingi imaketha kuzwelonke nasendaweni, ngakho-ke kubalulekile ukucabangela ukuthi izethameli zihlala kuphi. Uma uzama ukufinyelela izethameli eziningi, ungase ufune ukusebenzisa i-metro targeting. Kodwa qaphela ukuthi ukuqondiswa kwe-metro kungase kubanzi kakhulu ebhizinisini lakho lendawo.

Ukusebenzisa izethameli ezihambisanayo kungakusiza ukuthi uqondise izethameli zakho ngokusekelwe kulokho okuthakaselayo, imikhuba, neminye imininingwane. Ngale ndlela, uzokwazi ukufinyelela abantu okungenzeka babe nentshisekelo kumikhiqizo noma amasevisi akho. Ngaphezu kwalokho, ungakhomba laba bantu ngokuqondile ngokufaka kuhlu iwebhusayithi yakho noma amagama angukhiye. I-Google Adwords izosebenzisa idatha yegama elingukhiye ukuze idale izethameli zakho ezihambisanayo. Bese, isikhangiso sakho sizovela phambi kwabantu abalungile ngokusekelwe kuzintshisekelo zabo, imikhuba, kanye nedatha yezibalo zabantu.

Ukuqondisa kabusha izikhangiso kuyinketho enhle uma ungazi ukuthi yiziphi izethameli oziqondise. Ukumaketha kabusha kukuvumela ukuthi ufinyelele izivakashi ezikhona ngenkathi ukuqondisa kabusha kukuvumela ukuthi ukhombe ezintsha. Okufanayo kuyasebenza ekuboniseni izikhangiso kwamanye amawebhusayithi. Ungakwazi ngisho nokukhomba amakhasi amaningi omkhankaso wakho wesikhangiso. Ngalezi zindlela, ungafinyelela izethameli eziningi. Uma ufuna ukufinyelela izethameli eziningi, ungakhomba amakhasi amaningi esihlokweni esithile.

Ngenkathi ukukhomba igama elingukhiye bekuwumgogodla wokusesha okukhokhelwayo kusukela ekuqaleni kwakho, ukukhomba izethameli kuyithuluzi elibalulekile ekukhangiseni ku-inthanethi. Ikuvumela ukuthi ukhethe ukuthi ubani obona izikhangiso zakho futhi iqinisekise ukuthi ibhajethi yakho yokukhangisa iya kubantu okungenzeka kakhulu babathenge.. Ngale ndlela, uzoqiniseka ukuthi uthola imbuyiselo kubhajethi yakho yesikhangiso. Kubalulekile ukuthi uhlale ubuyela esu lakho lapho unquma ngokuqondisa izethameli.

Ukubhida

Ungakhetha phakathi kwezindlela ezimbili ezihlukene zokubhida ku-Adwords. Okuvame kakhulu I-Cost Per Click (CPC). Lolu hlobo lokubhida ludinga abakhangisi ukuthi banqume ukuthi bazimisele ukukhokha malini ngokuchofoza ngakunye. Le ndlela ibhekwa njengejwayelekile, kodwa akuyona ukuphela kwendlela yokufaka isicelo. Kukhona ezinye izindlela eziningana, kanjalo. Nazi ezinye zazo:

Amagama angukhiye womkhiqizo akuwona amagama angukhiye ncamashi e-AdWords (I-PPC). Lawa amagama emikhiqizo nezincazelo abantu abazibhala kubha yokusesha. Uzodinga futhi ukubuyekeza amagama omkhiqizo uma imibuzo enenzuzo iqala ukuvela kumkhankaso wakho we-PPC. Nawa amanye amathiphu okuthuthukisa ukukhetha kwakho igama elingukhiye. Ezikhangisweni ze-PPC, bonisa izilinganiso zomdayisi. Ukuze kwandiswe ukuguqulwa, uzodinga ukulungisa amagama akho angukhiye namabhidi.

Amasu amabhidi azenzakalelayo angakusiza ukuthi ukhiphe ukuqagela ezikhangisweni ezikhokhelwayo, kodwa ukulungisa ngokwenza amabhidi akho kungakunikeza imiphumela engcono. Ngenkathi ibhidi yakho inquma ukuthi uzokhokha malini ngegama elingukhiye elithile, ayicacisi ukuthi ubeka kuphi emiphumeleni yosesho lwe-Google. Empeleni, I-Google ngeke ifune ukuthi uthole indawo ephezulu yegama lakho elingukhiye uma usebenzisa imali engaphezu kwesidingo. Ngale ndlela, uzothola umbono onembe kakhudlwana we-ROI yakho.

Ungasebenzisa futhi izilungisi zebhidi ukuze uqondise izindawo ezithile zejografi, izinto zikagesi, kanye nezikhathi ezimisiwe. Ngokusebenzisa izilungisi zamabhidi, ungaqinisekisa ukuthi izikhangiso zakho zivela kumawebhusayithi ahlobene kuphela. Kubalulekile futhi ukuqapha izikhangiso namabhidi akho ukuze uqiniseke ukuthi uthola i-ROI ehamba phambili. Futhi ungakhohlwa ukuqapha ukusebenza kwezikhangiso zakho namabhidi – zibalulekile empumelelweni yomkhankaso wakho wokukhangisa okhokhelwayo.

Imikhankaso ehlakaniphile ihlukanisa ukubhida kwayo kube okuningi “amaqembu esikhangiso.” Babeka imishwana ehlobene eyishumi kuya kwamashumi amahlanu eqenjini ngalinye, futhi uhlole ngamunye ngamunye. I-Google isebenzisa ibhidi ephezulu eqenjini ngalinye, ngakho-ke isu ngemuva komkhankaso lihlukaniswe ngobuhlakani imishwana. Ngakho, uma ufuna izikhangiso zakho ziboniswe phambi kwezithameli zakho ozihlosile, kufanele wenze izinqumo ezihlakaniphile mayelana nokubhida ku-Adwords. Ngale ndlela, izikhangiso zakho zingafinyelela izethameli ozihlosile futhi zandise ukuthengisa.

Ukulandelela ukuguqulwa

Ukuze ukhuphule imbuyiselo yakho ekusetshenzisweni kwezikhangiso, kufanele usethe ukulandelwa kokuguqulwa kwe-Adwords. Ungakwenza lokhu ngokufaka amanani ahlukene ezinhlobo ezahlukene zokuguqulwa. Ungase futhi ukhethe ukulandelela i-ROI ngokufaka amanani ahlukene ngamaphoyinti entengo ahlukene. Ungakhetha ukufaka phakathi ukuguqulwa phakathi nenani elithile lesikhathi, Ngokwesibonelo, ngaso sonke isikhathi lapho othile elayisha kabusha isikhangiso sakho. Ngale ndlela, ungakwazi ukulandelela ukuthi bangaki abantu ababuke isikhangiso sakho, kodwa hhayi ngempela ukuthenga okuthile.

Uma ususebenzise ukulandelela ukuguqulwa kwe-Adwords, ungakhipha le datha ku-Google Analytics ukuze ubone ukuthi yiziphi izikhangiso eziholele ekuguquleni okuningi. Ungakwazi ngisho nokungenisa lezi zinguquko ku-Google Analytics. Kodwa qiniseka ukuthi awulandeleli kabili futhi ungenise idatha kusuka emthonjeni owodwa kuya komunye. Kungenjalo, ungagcina usunamakhophi amabili edatha efanayo. Lokhu kungabangela izinkinga. Lena inkinga evamile futhi ingagwenywa ngokusebenzisa ithuluzi elilodwa lokulandelela ukuguqulwa kwe-AdWords.

Nakuba usengasebenzisa ukulandelela ukuguqulwa kwe-Adwords ukuze wenze ibhizinisi lakho lisebenze kahle, kungase kudle isikhathi futhi kukhungathekise ukuthola ukuthi yini esebenzayo nengasebenzi. Okubalulekile wukuthola ukuthi yiluphi uhlobo lokuguqulwa olubaluleke kakhulu ebhizinisini lakho bese ulandelela. Uma usunqume ukuthi yiluphi uhlobo lokuguqulwa ozolulandela, uzokwazi ukunquma ukuthi ingakanani imali oyenzayo ngokuchofoza ngakunye noma ngokuguqulwa.

Ukuze uqalise ngokulandelela ukuguqulwa kwe-Adwords, uzodinga ukuxhuma i-Google Analytics kuwebhusayithi yakho. Uzodinga ukukhetha isigaba esihambisanayo kanye nokuguqulwa kwamagama ku-Google Analytics. Ukulandelela ukuguqulwa kuwusizo kakhulu ekulandeleleni ukusebenza kahle kwezikhangiso kanye nezenzo zamakhasimende. Ngisho nokwenyuka okuncane kwezinga lokuguqulwa kungakusiza ukhulise ibhizinisi lakho. Njengoba konke ukuchofoza kubiza imali, uzofuna ukwazi ukuthi yini esebenzayo nokuthi yini engasebenzi.

Umsizi Womaka we-Google angakusiza ukuthi usethe ukulandelela ukuguqulwa kwewebhusayithi yakho. Ungasebenzisa futhi Isiphathi Somaka se-Google ukuze usisebenzise. Ukusebenzisa i-Google Tag Assistant, ungabheka isimo samathegi okulandelela ukuguqulwa. Uma umaka usuqinisekisiwe, ungasebenzisa i-plugin ye-Google Tag Assistant ukuze ubone ukuthi ingabe ikhodi yakho yokulandelela ukuguqulwa iyasebenza. Futhi khumbula ukusebenzisa enye indlela yokulandelela ukuguqulwa esebenza kahle kuwebhusayithi yakho. Lawa mathiphu angakusiza ukuthi uthole okuningi emikhankasweni yakho ye-Adwords.

Uma umusha ku-Adwords, ungabambeki kakhulu emininingwaneni eyinkimbinkimbi. Kugcine kulula ngokwenza ubuncane obuvunyelwe yinkundla. Ngaphezu kwalokho, khumbula ukuthi i-AdWords idinga isikhathi nesineke. Uma ungaqiniseki ukuthi ungaqala kuphi, nanka amanye amathiphu ukuze uqalise:

Ucwaningo lwamagama angukhiye

Ngenkathi ucwaningo lwamagama angukhiye lwe-Adwords ludla isikhathi, kuyisinyathelo sokuqala esidingekayo esiya emkhankasweni oyimpumelelo. Ukucwaninga kwamagama angukhiye okungekuhle kungakubiza izinkulungwane zamadola ekuthengisweni okugejiwe. Ngenhlanhla, kunezindlela ezimbalwa ezilula zokuthuthukisa ucwaningo lwakho lwamagama angukhiye. Nawa amanye amathiphu ukuze uqale:

Sebenzisa Isihleli Segama elingukhiye. Leli thuluzi lizokutshela ukuthi ingakanani ithrafikhi igama elingukhiye elitholwa njalo ngenyanga. Uma traffic spikes ehlobo, uzofuna ukukhomba lawa magama angukhiye. Futhi, sebenzisa i-Keyword Planner ukuze uthole amagama angukhiye ahlobene asekelwe emigoqweni yakho. Ungakwazi ngisho nokuphequlula amakhulukhulu amagama angukhiye usebenzisa leli thuluzi. Uma unciphise uhlu lwakho, khetha ezifanele kakhulu. Qiniseka ukuthi uhlola ukuncintisana kwegama lakho elingukhiye, njengoba kungaba nomthelela empumelelweni yomkhankaso wakho.

Ungasebenzisi amagama angukhiye afanayo njalo ngenyanga. Uzolahlekelwa yimali uma ukhetha amagama angukhiye ancintisana kakhulu. Amagama angukhiye omsila omude alungele okuthunyelwe kwebhulogi, kodwa kumele baqhubeke nokukhula ngokuduma inyanga nenyanga. Sizofaka amagama angukhiye omsila omude kokuthunyelwe okuzayo. Enye indlela yokuhlola ukuthandwa kwegama elingukhiye ukusebenzisa i-Google Trends. Uma ingekho idatha ekudumeni kwegama elingukhiye elithile, awukwazi ukuyisebenzisa ku-Adwords.

Ucwaningo lwamagama angukhiye luyingxenye ebalulekile yokumaketha kokusesha okuphilayo. Kuyisinyathelo esibalulekile esu lakho, njengoba inikeza ukuqonda kokuncamelayo kwezithameli zakho. Ungasebenzisa ulwazi oluthola kulolu cwaningo ukuze wenze ngcono okuqukethwe kwakho kanye namasu we-SEO. Umphumela uzoba inani eliphezulu lethrafikhi yezinto eziphilayo kanye nokuqwashisa ngomkhiqizo. Imikhankaso ye-SEO ephumelela kakhulu iqala ngocwaningo lwamagama angukhiye nokudala okuqukethwe. Uma okuqukethwe kwakho newebhusayithi sekushicilelwe, imizamo yakho ye-SEO izolungiselelwa amagama angukhiye owakhombile.

Imodeli yokubhida

Kunezinhlobo ezimbili zamasu ebhidi ku-Adwords: mathupha futhi ithuthukisiwe. I-Manual CPC ihlose ukushayela ithrafikhi yekhwalithi nokuqinisekisa izinga lokuchofoza eliphezulu. I-CPC ethuthukisiwe igxile ekwandiseni izilinganiso zokuchofoza ngenkathi ivikela ekuchithweni okumoshiwe. Womabili amasu e-CPC okwenziwa ngesandla nathuthukisiwe adla isikhathi. Ngenkathi i-CPC eyenziwa ngesandla ikhiqiza inani eliphakeme kakhulu lokuchofoza, I-CPC ethuthukisiwe ingcono kakhulu yokukhulisa ukuqwashisa ngomkhiqizo nokuqoqa idatha yokuguqulwa okuzayo.

Izindleko ngokuchofoza ngakunye (CPC) iyindlela evame kakhulu yokubhida ye-Adwords. Ngokuvamile isetshenziselwa imikhankaso eqondise izethameli ezincane futhi engadingi umthamo omkhulu wethrafikhi. Indlela yokubhida ye-cost-per-mille iwusizo kuzo zombili izinhlobo zemikhankaso ngoba inikeza imininingwane enanini lokuvelayo. Le datha ibalulekile emikhankasweni yokumaketha yesikhathi eside. Uma isabelomali sakho siqinile, cabanga isu lokubhida le-CPC lenziwa mathupha.

Imodeli yokubhida ye-Adwords iwuhlelo oluyinkimbinkimbi olusebenzisa izindlela eziningi zokuthuthukisa imikhankaso yezikhangiso. Kuye ngezinjongo zomkhankaso wakho, ungasetha ibhidi enkulu yegama elingukhiye noma ulungise ibhidi ngokwakho ngokusekelwe enanini lokuguqulwa nokuthengiswayo. Okwabasebenzisi abathuthukile, ukubhida okuguquguqukayo kungasetshenziswa ukulandelela ukuguqulwa nokulungisa ibhidi ngokufanele. Umkhankaso oyimpumelelo uzokhuphula ibhidi lapho inhloso yomkhankaso ifinyelelwa.

Ukubhida mathupha kungasetshenziswa ukulungisa ukukhonjwa kwezikhangiso. Ukubhida mathupha kungasetshenziselwa amaqembu ezikhangiso namagama angukhiye angawodwana. Ukubhida kwe-CPC okwenziwa mathupha kuyifanele kakhulu imikhankaso yokuqala nokuqoqwa kwedatha. Ngokusebenzisa lelisu, ukhokha kuphela uma isikhangiso sichofozwa. Ukubhida kwe-CPC okwenziwa mathupha kukuvumela ukuthi ulungise amabhidi akho ngawodwana ukuze uzuze imiphumela emihle. Ungaphinda ukhethe ukusetha i-CPC ephezulu ukuze ukhulise ukulawula umkhankaso wakho.

Izinga lokuchofoza

Ucwaningo olukhishwe yi-WordStream ngezinga elimaphakathi lokuchofoza (I-CTR) emikhankasweni ye-AdWords ithole ukuthi isukela ku 0.35% ku 1.91%. Ucwaningo luphinde lwahlonza izici ezikhulisa noma ezinciphisa i-CTR, okuhlanganisa nenani lokuchofoza ngesikhangiso ngasinye, izindleko ngokuchofoza ngakunye (CPC), kanye nezindleko ngesenzo ngasinye (CPA).

Ngenkathi i-CTR ephezulu isho okuvelayo okuphezulu, lokhu akusho ukuthi umkhankaso wesikhangiso usebenza kahle. Ukusebenzisa amagama angukhiye angalungile kungadla imali futhi kungaguquki. Izikhangiso kufanele zihlolwe kuzo zonke izici zokudalwa kwazo ukuze kuqinisekiswe ukuthi zihambisana nezithameli ezihlosiwe ngangokunokwenzeka. Ngaphandle kocwaningo lwamagama angukhiye, okuqukethwe kwesikhangiso kufanele futhi kuthuthukiswe ukuze kuthuthukiswe i-CTR. Nawa amanye amathiphu okuthuthukisa i-CTR yakho:

Okokuqala, nquma ukuthi yiluphi uhlobo lwewebhusayithi oyisebenzisayo. Ngokwesibonelo, Amawebhusayithi e-eCommerce azoba ne-CTR ephansi kunezindawo zokukhiqiza ezihamba phambili. Okwamawebhusayithi eCommerce, imikhankaso yendawo ingakhuphula i-CTR, njengoba abathengi bethemba amabhizinisi endawo. Nakuba izikhangiso zombhalo nezithombe zingezona ezithonya kakhulu kumawebhusayithi akhiqiza abaphambili, izikhangiso ezinolwazi neziphoqayo zingasiza ekuqhubekiseni ilukuluku lombukeli. Lokhu kuzoholela ekugcineni ekuchofozeni. Nokho, i-CTR incike ezintweni ezimbalwa, kufaka phakathi uhlobo lokunikezwayo kanye nenethiwekhi.

Ukwandisa i-CTR kuyisici esibalulekile sokukhangisa okuphumelelayo kokukhokha ngokuchofoza. I-CTR ephezulu ithinta ngqo izindleko ngokuchofoza ngakunye, okunquma isikolo sekhwalithi. Izinga lokuchofoza libalwa ngokuhlukanisa inombolo yemibono ngenombolo yokuchofoza. Uma i-CTR yakho ingaphezu kwamaphesenti amahlanu, kusho ukuthi ingxenye enkulu yabantu ababona izikhangiso zakho bazozichofoza. Inqobo nje uma kunje, kufanelekile ukuthuthukisa izikhangiso zakho zokuchofoza ngakunye ukuze uthole i-CTR ephezulu.

Amagama angukhiye angalungile

Ku-Adwords, amagama angukhiye aphikisayo amagama noma imisho evimbela izikhangiso zakho ukuthi zingaveli uma umsebenzisi ezicinga. Udala amagama angukhiye angalungile ngokungeza uphawu lokususa ngaphambi kwegama elingukhiye noma ibinzana. Ungasebenzisa noma yiliphi igama noma ibinzana njengegama elingukhiye eliphikisayo, njengokuthi 'i-ninja air fryer'. Igama elingukhiye elingalungile lingaba banzi noma licacise ngendlela ofisa ngayo. Nazi ezinye izindlela zokusebenzisa amagama angukhiye angalungile emikhankasweni yakho ye-Adwords.

Uhlobo oluzenzakalelayo lokufanisa igama elingukhiye elingalungile liwukufaniswa okunegethivu okubanzi. Lokhu kusho ukuthi amagama angukhiye wokufanisa okunegethivu ngeke abonakale emibuzweni equkethe wonke amagama angemahle. Uma unamagama ambalwa kuphela angalungile embuzweni wakho, izikhangiso zakho ngeke zivele. Lokhu kusho ukuthi uzokwazi ukudala imikhankaso ngokushesha ngokukhetha amagama angukhiye wokufanisa abanzi. Kodwa kufanele uqaphele lapho ukhetha amagama angukhiye wokufanisa abanzi. Awufuni ukubambeka ngomkhankaso ongenakho ukuthengisa.

Ungasebenzisa amagama angukhiye aphikisayo ezingeni leqembu lesikhangiso ukuze uvikele izikhangiso zakho emigomeni ejwayelekile. Ngale ndlela, uzokwazi ukuvimba noma yikuphi ukusesha okungasebenzi eqenjini lakho lesikhangiso. Leli su liwusizo ikakhulukazi uma ufuna ukukhawulela amaqembu athile ezikhangiso. Igama elingukhiye eliphikisayo lizoba igama elingukhiye elingalungile elizenzakalelayo lamaqembu ezikhangiso azayo. Vele uqiniseke ukuthi uhlola iwebhusayithi ye-Google namaqembu esikhangiso ukuze uthole noma yikuphi ukungaqondakali.

Uhambo lwakho lokusebenzisa amagama angukhiye angalungile luqala ngokuthola amagama angukhiye angabalulekile ebhizinisini lakho. Uma usuwahlonze lawa magama angukhiye, kufanele usebenzise ithebhu yamagama okusesha ukuze uthole imibuzo yosesho ejulile yalawo magama angukhiye. Buyekeza lo mbiko njalo ukuze uqinisekise ukuthi izikhangiso zakho azichithi isikhathi sakho esibalulekile nemali yakho ngamagama angukhiye angabalulekile. Khumbula, awusoze wathengisa uma ungaqondile abantu abalungile! Uma ungasebenzisi amagama angukhiye angalungile ku-Adwords, uzogcina unomkhankaso wesikhangiso esidala.

Iqondise izethameli zakho

Uma ucabanga ngokusebenzisa imikhankaso yokumaketha kabusha kumkhankaso wakho we-AdWords, uzofuna ukukhomba amaqembu athile abantu. Lawa maqembu asevele aphequlula iwebhu, kodwa ungakwazi ukwengeza noma ukukhipha lawo maqembu. Uma uqondise i-demographics ethize, uzofuna ukuwakhetha ngaphambi kokuthi uqale ukwakha umkhankaso wakho. Ukusebenzisa Isiphathi Sezethameli se-Google kuzokusiza ukuthi unqume ukuthi yimaphi amaqembu okufanele uwaqondise nokuthi lungakanani ulwazi abanalo ngawe.

Ukuze uthole izethameli ezifanele, kufanele uqale unqume indawo okuhloswe ngayo iwebhusayithi yakho nolimi. Uma izethameli zakho eziqondisiwe zitholakala e-United States, bese ukuzikhomba ngolimi lwase-US kuzobe kungasebenzi. Ngamanye amazwi, uma iwebhusayithi yakho inamakhasimende endawo kuphela, kufanele ubhekise kubantu abasendaweni yangakini. Ngokwesibonelo, uma ungumuntu osebenza ngamapayipi wendawo, akufanele ubhekise abantu abahlala e-USA.

Uma uqondise izethameli zakho nge-Adwords, ungasebenzisa izethameli ezifanayo noma ukumaketha kabusha ukuze ufinyelele abantu abanezintshisekelo ezifanayo nokuziphatha. Ngaphezu kwalokho, ungakha izethameli ngokwezifiso ngokungeza amagama angukhiye afanelekile, Ama-URL, nezinhlelo zokusebenza ohlwini lwakho lwezethameli. Lena indlela enhle yokukhomba amasegimenti ezithameli ezithile. Lokhu kukuvumela ukuthi ufinyelele abantu asebethathe isinyathelo esithile kuwebhusayithi yakho. Ekugcineni, ukhiye ekuqondiseni kahle izithameli ukuqonda ukuthi yini eyenza umuntu othile achofoze esikhangisweni sakho.

Isinyathelo sokuqala sokuthuthukisa umkhankaso we-Adwords oyimpumelelo ukukhomba izethameli zakho. I-Adwords’ izici eziqondiswe kuzithameli zingakusiza ukuthi uqondise abantu ababonise intshisekelo kumikhiqizo noma amasevisi akho. Lokhu kuzothuthukisa ukusebenza komkhankaso wakho, kuyilapho wehlisa imali echithwa yisikhangiso sakho kumabhola amehlo angathandeki. Futhi ungakhomba abantu abavakashele iwebhusayithi noma uhlelo lwakho lokusebenza. Lokhu kuzokusiza ukuthi uqondise kangcono izethameli zakho futhi uthuthukise isu lakho lokubhida.

Ngaphambi kokuzama ukusebenzisa i-Adwords, udinga ukucwaninga amagama akho angukhiye. Ngaphezu kwalokho, udinga ukwazi ukuthi ungakhetha kanjani uhlobo lomdlalo, okusho ukuthi i-Google ifana eduze kangakanani negama lakho elingukhiye nalokho abantu abakuseshayo. Izinhlobo ezahlukene zokufanisa zihlanganisa okuqondile, umusho, futhi ebanzi. Ufuna ukukhetha uhlobo olunembile kakhulu lokufanisa, futhi okubanzi wuhlobo oluthile lokufanisa okuncane kakhulu. Uma ungaqiniseki ukuthi yiluphi uhlobo ongalukhetha, cabanga ukuskena iwebhusayithi yakho futhi ukhethe inhlanganisela engcono kakhulu ngokusekelwe kokuqukethwe kwayo.

Ucwaningo lwamagama angukhiye

Indlela enhle yokwenza ngokugcwele umkhankaso wakho we-AdWords ukwenza ucwaningo lwamagama angukhiye. Ungasebenzisa ithuluzi lamagama angukhiye lamahhala le-Google, i-Keyword Planner, noma elinye ithuluzi lokucwaninga igama elingukhiye elikhokhelwayo. Kunoma yikuphi, ucwaningo lwakho kufanele lugxile emagameni anethuba eliphakeme kakhulu lokukleliswa kusesho lwe-Google. I-buer persona yiphrofayili yekhasimende elifanelekile. Ichaza izici zabo, imigomo, izinselele, amathonya, kanye nemikhuba yokuthenga. Ukusebenzisa lolu lwazi, ungakhetha amagama angukhiye afaneleka kakhulu omkhankaso wakho we-AdWords. Ungasebenzisa futhi amathuluzi okucwaninga amagama angukhiye afana ne-Alexa ukuze uthole ulwazi ngabancintisana nabo namagama angukhiye akhokhelwayo.

Uma usunohlu lwamagama angukhiye, ungahlunga uhlu lwakho ukuze uthole lezo ezizokhiqiza inzuzo ephezulu kakhulu. Igama elingukhiye lembewu ibinzana elidumile elichaza umkhiqizo noma isevisi. Ngokwesibonelo, “ushokoledi” kungase kube igama elingukhiye lembewu enhle. Bese, usebenzisa ithuluzi lokukhetha igama elingukhiye njenge-Google Keyword Tool, nwebisa ukusesha kwakho kwamanye amatemu ahlobene. Ungasebenzisa inhlanganisela yamagama ahlobene ukuze uqhubeke ucwenge icebo lakho.

Kubalulekile ukwenza ucwaningo lwamagama angukhiye ezigabeni zokuqala zomkhankaso wakho. Ukwenza kanjalo kuzoqinisekisa ukuthi isabelomali sakho sifanelekile futhi umkhankaso wakho unethuba elingcono kakhulu lokuphumelela. Ngaphandle kokunquma inani lokuchofoza okudingekayo ukuze kukhiqizwe inani elithile lemali engenayo, ucwaningo lwamagama angukhiye luphinde luqinisekise ukuthi uqondise amagama angukhiye alungile omkhankaso wakho. Khumbula, izindleko ezimaphakathi ngokuchofoza ngakunye zingahluka kakhulu kusuka kwegama elingukhiye kuye kwegama elingukhiye kanye nezimboni kuya embonini.

Uma usuwahlonze amagama angukhiye alungile, usukulungele ukuthola ukuthi izimbangi zenzani kumawebhusayithi abo. I-SEO ihlanganisa izici ezihlukene zokumaketha kwedijithali, njengokushiwo ezinkundleni zokuxhumana kanye nethrafikhi yamagama angukhiye athile. I-SOV yomkhiqizo kanye nokuma okuphelele emakethe kuzokusiza ukuthi unqume ukuthi unganweba kanjani futhi ubahehe abasebenzisi bakho. Ngaphezu kokucwaninga amagama angukhiye, ungakwazi futhi ukuqhathanisa izimbangi’ amasayithi ocwaningo lwamagama angukhiye wezinto eziphilayo.

Ukubhida

Ukubhida ku-Google Adwords kuyinqubo yokukhokhela i-Google ithrafikhi efinyelela kuwebhusayithi yakho. Ungakhetha phakathi kwezindlela ezihlukene zokubhida. Ukubhida kwezindleko ngokuchofoza ngakunye yikhona okudume kakhulu. Ngale ndlela, ukhokha kuphela uma othile echofoza esikhangisweni sakho. Nokho, Ukubhida kwe-CPC nakho kuyinketho. Ngokubhida ngale ndlela, ukhokha kuphela uma othile echofoza esikhangisweni sakho.

Nakuba kungenzeka ukuthenga isikhangiso futhi ubone ukuthi senza kanjani, kusabalulekile ukuyigada. Uma ufuna ukubona inani eliphakeme kakhulu lokuguqulwa futhi ukuguqulele ekuthengisweni, udinga ukwenza isiqiniseko sokuthi izikhangiso zakho ziqondiswe kubantu abathanda lokho okunikezayo. Umncintiswano ushubile futhi ungasebenzisa lolu lwazi ukwenza umkhankaso osebenza ngempumelelo. Ungahlala ufunda kubo njengoba ulungiselela umkhankaso wakho ukuze uthole i-ROI ephezulu kakhulu.

Isikolo sekhwalithi enye imethrikhi okufanele icatshangelwe. Umphumela wekhwalithi isilinganiso sokuthi isikhangiso sakho sifaneleka kangakanani emibuzweni yosesho. Ukuba nekhwalithi ephezulu kuzosiza izinga lesikhangiso sakho, ngakho ungesabi ukuyithuthukisa! Ngokwandisa ibhidi yakho, ungathuthukisa isikolo sakho sekhwalithi yesikhangiso. Kufanele uhlose ukuthola okungenani isikolo sekhwalithi 6.

Kubalulekile ukukhumbula ukuthi inkundla ye-Google ye-Adwords ingaba nzima ngezinye izikhathi. Ukukusiza uqonde yonke inqubo, yihlukanise ibe izingxenye ezincane. Iqembu ngalinye lesikhangiso lingelomkhankaso, okuyilapho ungaphatha khona ibhajethi yakho yansuku zonke kanye nesabelomali esiphelele. Imikhankaso iwumgogodla womkhankaso wakho futhi kufanele kube into oyigxilisa kakhulu kuyo. Kodwa ungakhohlwa ukuthi umkhankaso wakho ungaqukatha amaqembu ezikhangiso amaningi.

Isikolo sekhwalithi

I-Adwords’ Umphumela Wekhwalithi isilinganiso sokuthi izikhangiso zakho zifana kangakanani nokuqukethwe kwesayithi lakho. Kukuvimbela ekuboniseni izikhangiso ezingabalulekile. Le metric ingaba nzima ukuyiqonda futhi uthuthuke uwedwa. Ingafinyelelwa kuphela Ngombiko Wokusebenza Wamagama Angukhiye we-Adwords. Awukwazi ukuyisebenzisa kwezinye izinhlelo ezinikeza izikhangiso ezifana ne-DashThis. Uhlu olungezansi yizinqubo ezihamba phambili zokuthuthukisa Isikolo sakho Sekhwalithi.

I-CTR iyinkimbinkimbi kakhulu kunalokho engase ibonakale. Icabangela idatha yomlando kanye nokuncintisana kwamanje kwegama elingukhiye. Ngisho noma igama elingukhiye line-CTR ephansi, isengathola amaphuzu ekhwalithi ephezulu. I-Google izokwazisa kusengaphambili ukuthi yimalini ongalindela ukuyithola lapho isikhangiso sakho siba bukhoma. Lungisa umbhalo wesikhangiso sakho ngokufanele. Ungathuthukisa Isikolo sakho Sekhwalithi ngokuthuthukisa lezi zingxenye ezintathu.

Izinga lokuchofoza kungenye into ebalulekile. Uma isikhangiso sakho sithola ukuchofoza okuhlanu, izoba nekhwalithi yamaphuzu 0.5%. Ukuthola okuvelayo okuningi emiphumeleni yosesho akusizi uma kungekho muntu ochofoza kukho. Le nkomba isetshenziselwa ukunquma ukuhambisana kwezikhangiso zakho. Uma izikhangiso zakho zingakutholi ukuchofoza okwanele, I-Quality Score yakho ingase ibe ngaphansi kunomncintiswano. Nokho, akusho ukuthi kufanele uyeke ukudlala izikhangiso uma i-Quality Score yakho iphansi.

Ngaphezu kwezinga eliphezulu lokuchofoza, izikhangiso zakho kufanele zihambisane namagama angukhiye aqondiwe. Umphathi omuhle wesikhangiso uyazi ukuthi ujula kangakanani namaqembu wamagama angukhiye. Kunezici eziningi ezakha isikolo sekhwalithi, futhi ukusebenzela ukuzithuthukisa kungaba yinzuzo ngokuhamba kwesikhathi. Ekugcineni, kungathuthukisa ukuma kwakho, kanye nezindleko zakho ngokuchofoza ngakunye. Nokho, lokhu akukwazi ukufezwa ngobusuku obubodwa, kodwa ngomsebenzi othile, kungenza umehluko omkhulu ngokuhamba kwesikhathi.

Izindleko ngokuchofoza ngakunye

Ungase uzibuze ukuthi ungayibala kanjani i-ROI yakho nge-Cost ngokuchofoza ngakunye kwe-Adwords. Ukusebenzisa amabhentshimakhi ezimboni ezahlukene kungakusiza ukuthi usethe isabelomali sakho sokumaketha futhi uzibekele imigomo. Nawa amanye amabhentshimakhi embonini yezindlu ezithengiswayo. Ngokuvumelana namabhentshimakhi womkhakha we-AdWords, I-CPC yale mboni 1.91% kunethiwekhi yokusesha kanye 0.24% kunethiwekhi yesibonisi. Uma uhlela ukusebenzisa i-Google AdWords kuwebhusayithi yakho noma ibhizinisi, gcina lezi zilinganiso engqondweni.

Izintengo ze-CPC zivame ukubizwa ngokuthi zikhokha ngokuchofoza ngakunye (I-PPC) amanani entengo. Izikhangiso ezivela emiphumeleni ephezulu yenjini yokusesha ye-Google zingabiza kancane 81 amasenti ngokuchofoza ngakunye. Lokhu kungase kube izinga legolide lokukhangisa uma kuziwa emapanini okuthosa. Okuphezulu kwe-PPC yakho, lapho inzuzo yakho ekutshalweni izoba phezulu. Nokho, isabelomali sakho se-PPC sizohluka kuye ngokuthi uhambe ngosuku, ukuncintisana kwamagama angukhiye, kanye nekhwalithi yesikolo.

Izindleko ezimaphakathi ngokuchofoza ngakunye kwe-Adwords ziyahlukahluka ngomkhakha, uhlobo lwebhizinisi, kanye nomkhiqizo. Izindleko eziphezulu ngokuchofoza ngakunye zikumasevisi omthengi, izinsiza zomthetho, kanye ne-eCommerce. Izindleko eziphansi ngokuchofoza ngakunye kusekuhambeni nasekuphatheni izihambi. Izindleko ngokuchofoza ngakunye kwegama elingukhiye elithile zincike enanini lebhidi, isikolo sekhwalithi, kanye namabhidi okuncintisana. Izindleko ngokuchofoza ngakunye zingase zishintshe kuye ngezimbangi zakho’ amabhidi kanye nezinga lesikhangiso sakho.

Ukunciphisa izindleko ngokuchofoza ngakunye, ungakhetha ukwenza amabhidi akho ngesandla noma ngokuzenzakalelayo. Bese, I-Google izokhetha ibhidi ehambisana kakhulu ngokwebhajethi yakho. Ungakwazi futhi ukusetha ibhajethi yansuku zonke yomkhankaso wakho, bese ushiye konke ku-AdWords. Ungakwazi ukuthuthukisa i-akhawunti yakho ngokudala nokugcina isakhiwo esifanele, kanye nokwenza ukucwaninga kaningi ukuze kutholakale noma yimaphi amaphutha. Ngakho, ubala kanjani i-CPC yakho?

Ukulandelela ukuguqulwa

Ukuba nephikseli yokulandelela ukuguqulwa kwe-Adwords yingxenye ebalulekile yesu lakho lokumaketha ku-inthanethi. Le khodi ikuvumela ukuthi ubone ukuthi zingaki izivakashi eziguqula ngempela kuwebhusayithi yakho. Ungabese usebenzisa le datha ukuze ulungise izikhangiso zesikhathi esizayo futhi uthuthukise ukusebenza kwesayithi lakho lonke. Ukusetha ukulandelela ukuguqulwa kuwebhusayithi yakho, vele udale iphikseli yokulandelela ukuguqulwa kuwebhusayithi futhi ukuyisebenzisele ukulandelela izivakashi’ umsebenzi. Ungabuka idatha kumaleveli amaningana, okuhlanganisa nomkhankaso, Iqembu lesikhangiso, Isikhangiso, kanye negama elingukhiye. Ungakwazi ngisho nokubhida ngamagama angukhiye ngokusekelwe ekusebenzeni kwawo ekuguquleni.

Ukusetha ukulandelela ukuguqulwa kwe-AdWords kulula: umane ufake i-ID yokuguqulwa, Ilebula yokuguqulwa, kanye Nenani Lokuguqulwa. Ungakhetha futhi i- “Umlilo Uvuliwe” idethi yokuthi ikhodi yokulandela iqhume. Ungakhetha idethi ekhasini elithile, njenge “Ngiyabonga” ikhasi, ukuqinisekisa ukuthi ikhodi ivutha ngosuku olufunayo. Idethi ethi Fire On kufanele ibe izinsuku ezimbalwa ngaphambi kwedethi ofisa ukuthwebula ngayo idatha yokuguqulwa.

Ukusebenzisa i-AdWords ngaphandle kokulandelela ukuguqulwa kufana nokukhipha imali emseleni. Kuwukumosha isikhathi nemali ukuqhubeka nokudlala izikhangiso ngesikhathi ulinde inkampani yangaphandle ukuthi isebenzise ikhodi yokulandelela. Idatha yangempela izoqala ukubonakala kuphela uma usunayo ikhodi yokulandelela endaweni. Ngakho-ke yimaphi amaphutha ajwayelekile okulandelela ukuguqulwa? Nazi ezinye izimbangela ezivamile:

Ukusebenzisa ukulandelela ukuguqulwa kwe-AdWords kuyindlela enhle yokubona ukuthi zingaki izivakashi eziguqulayo kusayithi lakho. Ukulandelela ukuguqulwa kwe-AdWords kuyingxenye ebaluleke kakhulu yokumaketha okuku-inthanethi kwamabhizinisi amancane, njengoba ukhokhela konke ukuchofoza. Ukwazi ukuthi zingaki izivakashi eziguqulela ekuthengisweni kuzokusiza ukuthi unqume ukuthi imali oyisebenzisayo ekukhangiseni yenza imali noma cha. Ulazi kangcono izinga lakho lokuguqulwa, izinqumo ezingcono ongazithatha. Ngakho, qala ukusebenzisa ukulandelela ukuguqulwa kwe-AdWords namuhla.

Uma ucabanga ukukhangisa kunkundla yokukhangisa ye-Google, khona-ke udinga ukwazi ukuthi ungawumisa kanjani umkhankaso, khetha amagama angukhiye, futhi udale izikhangiso. Isihloko esilandelayo sinikeza amacebiso awusizo nolwazi oluzokusiza ukuthi uqalise. Ungakwazi futhi ukufunda okwengeziwe mayelana nokubika kwe-Google AdWords nezici zokuthuthukisa. Nawa amanye amathiphu abaluleke kakhulu okufanele uwakhumbule lapho wenza umkhankaso ku-Google. Qhubeka ufunda! Ngemva kokufunda lesi sihloko, kufanele ukwazi ukudala izikhangiso ezisebenzayo ze-AdWords.

Ukukhangisa kunkundla yokukhangisa ye-Google

Okwamanje, iwebhusayithi edume kakhulu emhlabeni, Google, inezigidigidi zabasebenzisi. I-Google yenza imali ngalesi sisekelo sabasebenzisi ngezindlela ezimbili ezinkulu: ngokwakha amaphrofayili abasebenzisi babo nokwabelana ngale datha nabakhangisi. I-Google ibe isicela abakhangisi ukuthi babhide ezikhangisweni ngazinye ezibekwe izinkampani zangaphandle. Le nqubo, okubizwa ngebhidi yesikhathi sangempela, iyindlela ephumelela kakhulu yokufinyelela izethameli ezibanzi zabathengi abangahle. Amakhulu ezinkampani ahlinzeka i-Google ngedatha edingekayo kanye nolwazi lokubekwa kwezikhangiso.

Isetha umkhankaso

Kunezinketho eziningi ezahlukene ezitholakalayo zokusetha umkhankaso ku-Google Adwords. Uma usuwakhethile amagama akho angukhiye, ungasetha isabelomali futhi uqondise indawo yendawo. Ungabe usukhetha ukuthi yiluphi uhlobo lwemiphumela ofuna iboniswe emkhankasweni, njengokuchofoza noma ukuguqulwa. Ungaphinda ucacise inani lezinsuku ngenyanga. Lokhu kuzovumela izikhangiso zakho ukuthi zivele kuphela emakhasini ewebhu abantu bakuleyo ndawo.

Ungakhetha ukukhomba isikhangiso sakho ekhelini elithile noma endaweni enkulu, njengekhodi ye-zip. Ungaphinda ukhethe ukukhomba abantu ngokuya ngeminyaka, ubulili, kanye nezinga lemali engenayo. Kuye ngohlobo lwesikhangiso ofuna ukusiveza, ungakhomba abantu ngokusekelwe kulokho abakuthandayo. Uma ungazi ukuthi izithameli zakho ezihlosiwe ziyini, ungakhetha izigaba ezibanzi njenge “zonke izakhamizi zase-US,” noma “cishe zonke izakhamizi zase-United States” okwezikhangiso.

Uma usetha umkhankaso, kufanele ukhethe umgomo. Lokhu kungasho izinto ezihlukene zamabhizinisi ahlukene. Umgomo ochazwe kahle uzokwenza umehluko phakathi kokukhiqizwa komthofu nokwehluleka. Ungase futhi usethe izinhloso ze-SMART ukukusiza ukuthi uthuthukise amasistimu nezindlela zokufeza izinjongo zakho ze-Google Adwords. Isibonelo esihle somgomo wokuguqula inombolo yokuchofoza okutholwa yisikhangiso. Lesi sibalo sizokutshela ukuthi udinga ukusebenzisa malini emkhankasweni wakho.

Uma umusha ku-AdWords, kungcono ukusabalalisa isabelomali sakho sonke ngokulinganayo kuyo yonke imikhankaso yakho. Khetha ibhajethi esekelwe ezinhlosweni zebhizinisi lakho, futhi wehlise isabelomali salezo ezingabalulekile kangako. Ungakhohlwa ukuthi ungakwazi njalo ukushintsha isabelomali sanoma yimuphi umkhankaso. Akukaze kusheshe kakhulu ukulungisa isabelomali ukuze uthole imiphumela engcono kakhulu. Uma usetha umkhankaso wakho ku-Google Adwords, khumbula ukucabangela izinhloso zakho futhi ulandelele imiphumela yakho.

Ukukhetha amagama angukhiye

Ngaphambi kokuthi ukhethe amagama akho angukhiye, udinga ukunaka ukuthi iyini imigomo yakho yomkhankaso wakho wesikhangiso. Uma umgomo wakho uwukuthuthukisa ukuqwashisa ngebhizinisi lakho, ungase ungadingi amagama angukhiye anenhloso ephezulu. Uma uzama ukukhulisa ukuthengisa, ungase ufune ukugxila kumagama angukhiye aqondiswe kakhulu izethameli zakho futhi abe nevolumu yokusesha ephansi. Nakuba umthamo wokusesha kuyisici esibalulekile okufanele sicatshangelwe, kufanele futhi ucabangele ezinye izici, njengezindleko, ukuhambisana nokuncintisana, lapho wenza isinqumo.

Ukufaneleka isilinganiso sekhwalithi esingasetshenziswa ukuhlela uhlu olude lwamagama angukhiye futhi siwabonise ngokulandelana kokuhambisana. Ukusebenzisa ukufinyelela kwegama elingukhiye kubonisa ukuthi bangaki abantu abazosesha leli gama. Ukuduma kuhlobene eduze nevolumu yokusesha yegama elingukhiye. Ukusebenzisa igama elingukhiye elidumile kungakusiza ukuthi ufinyelele abantu abaningi ngokuphindwe kashumi kunabangadumile kangako. Igama elingukhiye elinevolumu yokusesha ephezulu lingaheha abasebenzisi abaningi futhi likhulise ukuguqulwa kwakho.

Ngenkathi ungasebenzisa isihleli segama elingukhiye le-Google ukuthola amagama angukhiye, ayinikezi ikholomu lapho ungakala khona amandla okukhangisa. Ukuhlola ikhwalithi yamathuba wakho wegama elingukhiye, kufanele wenze uhlu lwemibandela ebalulekile ebhizinisini lakho. Nazi 3 indlela eyisisekelo okufanele icatshangelwe lapho ukhetha amagama angukhiye ku-Adwords:

Uma ukhetha amagama angukhiye omkhankaso wakho wesikhangiso, qiniseka ukuthi uyazi izethameli eziqondiwe zebhizinisi lakho. Ngokwesibonelo, isitolo esikhulu sezicathulo singakhetha igama elingukhiye elijwayelekile, ezovela kuhlu lokusesha, njengezicathulo. Esimweni esinjalo, igama elingukhiye lingase lihambisane nenani elincane labantu, kodwa kungase kungabi ukukhetha okungcono kakhulu. Ngaphezu kwalokho, ungazama amaqembu ezikhangiso asuselwa kumikhiqizo noma amasevisi owathengisayo. Ngale ndlela, ungaqinisekisa ukuthi izikhangiso zakho zizovela emiphumeleni yosesho yabantu abafanelekile.

Ukudala izikhangiso

Isinyathelo sokuqala sokuqinisekisa ukuthi isikhangiso sakho sisebenza ngempumelelo ngangokunokwenzeka ukwenza isiqiniseko sokuthi uheha uhlobo olufanele lwamathemba. Nakuba abantu abangafaneleki mancane amathuba okuthi bachofoze esikhangisweni sakho, amathemba afanelekayo. Uma unesikhangiso esihle, uzothola ukuthi izindleko zakho ngokuchofoza ngakunye ziphansi. Isinyathelo esilandelayo ukudala ukuhluka okuningana kwesikhangiso sakho futhi ugade ukusebenza kwaso ngasinye.

Okokuqala nje, kufanele wazi ukuthi yimaphi amagama angukhiye ofuna ukuwakhomba. Kunamathuluzi amaningi wamahhala wegama elingukhiye atholakala ku-inthanethi azokusiza uthole amagama angukhiye alungile omkhankaso wakho wesikhangiso. Indawo enhle ongaqala ngayo ukusebenzisa ithuluzi elibizwa ngokuthi i-Keyword Planner. Kuzokusiza ukuthi uthole igama elingukhiye elizokwenza isikhangiso sakho sihluke kwezinye. Uma usulikhethile igama elingukhiye, sebenzisa ithuluzi lokuhlela amagama angukhiye ukuze uthole ukuthi leli gama linomncintiswano ongakanani.

Ukulandelela ukuguqulwa

Uma uzibuza ukuthi ulandelela kanjani ukuguqulwa okuvela emikhankasweni yakho ye-Google Adwords, lo mhlahlandlela uzokusiza ukuthi uqalise. Ukulandelela ukuguqulwa kulula ukukusebenzisa, kodwa idinga ukuthi ufake mathupha “chofoza” I-HTML imaka kukhodi yakho ye-Google. Ungasebenzisa lo mhlahlandlela ukuze uthole indlela engcono kakhulu yokusebenzisa ukulandelela ukuguqulwa emikhankasweni yakho ye-Adwords. Kunezindlela eziningi zokulandelela ukuguqulwa okuvela emikhankasweni yakho ye-Adwords.

Okokuqala, uzodinga ukuthola ukuthi iyiphi imodeli yesichasiso ofuna ukuyisebenzisela umkhankaso wakho we-AdWords. Ngenkathi i-Google Analytics ilandelela ngokuzenzakalelayo ukuguqulwa kusukela ekuchofozeni kokuqala komsebenzisi, I-AdWords izokweleta ukuchofoza kokugcina kwe-AdWords. Lokhu kusho ukuthi uma othile echofoza esikhangisweni sakho, kodwa bese ushiya isayithi lakho, i-akhawunti yakho ye-Google Analytics izobanika ikhredithi ngalokho kuchofoza kokuqala.

Ikhodi ecushwa ekhasini lokubonga lesitolo sakho sewebhu izothumela idatha ku-Google Ads. Uma ungayisebenzisi le khodi, uzodinga ukuguqula ikhodi yakho yokulandela yesikhulumi se-e-commerce ukuze uthole idatha oyidingayo. Ngoba yonke inkundla ye-e-commerce isebenzisa indlela ehlukile yokulandelela, le nqubo ingaba yinselele, ikakhulukazi uma umusha ezinhlelweni zewebhu noma i-HTML.

Uma wazi ukuthi ukuguqulwa kubukeka kanjani, ungakwazi ukulandelela ukuthi ukuchofoza ngakunye kuwufanele kangakanani. Lokhu kubaluleke kakhulu ekulandeleleni inani lokuguqulwa, njengoba imali etholwa ngokuchofoza ikhombisa imali engenayo yangempela. Kuyasiza futhi ukwazi ukuthi ulihumusha kanjani izinga lokuguqulwa ukuze wandise inzuzo yakho emikhankasweni yakho ye-Adwords. Akukho okungathatha indawo yokulandelela okunembile. Uzomangala ngemiphumela.