Maka: I-ejensi ye-Google

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

Ukukhangisa ku-Google

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

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

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

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

Ukubhida ngamagama angukhiye

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

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

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

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

Ukudala izikhangiso

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

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

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

Ukuthuthukisa izinga lokuchofoza

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

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

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

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

Ithagetha kabusha

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

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

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

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

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

Izindleko

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

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

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

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

Izinhlobo zokufanisa

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

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

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

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

Ithagetha kabusha

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

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

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

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

Izikolo zekhwalithi

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

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

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

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

Ucwaningo lwamagama angukhiye

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

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

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

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

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

Izindleko ngokuchofoza ngakunye (CPC) ukukhangisa

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

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

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

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

Ucwaningo lwamagama angukhiye

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

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

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

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

Ukubhida

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

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

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

Isikolo sekhwalithi

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

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

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

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

Ithagetha kabusha

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

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

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

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

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.