Iikhankaso ezijoliswe kwigama eliphambili lizisebenzisa ukukhangisa kwi-Google nakwiNethiwekhi ye-Usesho lwe-Google. Iintengiso ziboniswa kumakhasi ophumo zophando. Xa usenza uphando kwiGoogle uze ubone izibhengezo eziphezulu kwiphepha okanye kwenye indawo; Ezi zezikhangiso ze-Adwords abanye abakhangisi abahlawulayo ukuba bavele.
Intanethi yeGoogle ibandakanya iindawo zokukhangela ezifana ne-AOL ne-Ask.com. Izikhangiso ziboniswa xa zibangelwa imibuzo yokukhangela. Ukuba umbuzo wokukhangela uquka amagama angundoqo oye wawachazela lakho iphulo, isikhangiso sakho singabonakalisa kwiCandelo leZiXhasi ezixhasiweyo.
Injongo ephambili kukuba xa umntu esesha iGoogle ngamagama athile angundoqo, unokuhlawula ukuba iintengiso zakho ziboniswe. Umzekelo, ukuba usemakethe yegalufu; xa umntu esesha iGoogle "indlela yokuphucula i-golf yami", unokwenza ukuba isikhangiso sakho sibonakale kunye neziphumo zophando.
Ukukhetha amagama akwichanekileyo kwaye afanelekileyo kubalulekile ekusebenzeni iphulo elijoliswe kwigama elingundoqo. Ukusebenzisa iteknoloji yegama elingundoqo le-Google kunokunceda ukuchonga amagama angaphezulu, afanelekileyo okufakela kukho uluhlu lwakho. Ukongezelela, iteknoloji yokudibanisa igama elingundoqo yeGoogle inokuvumela ukuba isikhangiso sakho sibonise ngokusetyenziswe ngokubanzi kwegama elingundoqo kumbuzo wokukhangela ongenakufanisa ngokuchanekileyo amagama akho achanekileyo.
Uyabona ukuba i-Google Adwords enye yeendlela ezininzi ezinamandla zokuqhuba i-traffic kwiwebhusayithi yakho .
01 - Indlela yokukhetha amagama angundoqo okukhangela kunye ne-Website Content
Akunakukukhetha kuphela amagama angundoqo ongafuni ukuzithengisa ukuze iintengiso zakho zivele xa abantu benza uphando lweGoogle, kodwa ungakhetha kwakhona indlela abenzi ngayo ukukhangela. Ngaba ufuna ukuba iintengiso zakho zivele kuphela xa zibonisa ibinzana elichanekileyo okanye ufuna ukubonisa isikhangiso sakho ukuba zifake ibinzana lokukhangela elibandakanya nayiphi na inhlanganisela yamagama abalulekileyo oyikhethile.
Makhe sijonge ezi nketho ngokubanzi.
Match Broad
Oku kukhetho olungagqibekanga. Ukuba amagama akho asemqoka afaka amagama aqhelekileyo okanye amabinzana afana neenkonzo zeeofisi , iintengiso zakho ziyakubonakala xa abasebenzisi befuna iofisi kunye nokubonelela , nakuphi na umyalelo, mhlawumbi kunye neminye imigomo. Ngokomzekelo, isikhangiso sakho sinokuvela kwiintengo zokuthenga iofisi kunye neenhlalo zeeofisi kodwa kungekhona izakhiwo zeofisi . Iintengiso zakho zingabonakala kwiimeko ezahlukeneyo zegama lakho elingundoqo kunye namagama amaninzi, kunye namanye amagama adibeneyo kunye namagama. Imifudlana ebanzi kaninzi ijoliswe ngaphantsi kwegama elifanayo okanye ibinzana kwaye ingakhokelela kwi-CTR ephantsi kuba kukho ukubonakala okungakumbi.
Iintengiso zakho ziza kubonakala zidla ngoku kunye nolu khetho kodwa zingenako ukufumana inani elininzi lokuchofoza.
Umdlalo weNkcazo
Ukuba ufaka igama lakho elingundoqo kwiimpawu zesikhetshi ("i- office supplies ") sakho isikhangiso siza kubonakala xa umsebenzisi esesha iibhokisi zeofisi zebhengezo , kule ndlela, kwaye mhlawumbi kunye neminye imiqathango kumbuzo wokukhangela. Kule meko, ukukhangela kungaphinda kuqulethe eminye imimiselo nje ngokuba ibandakanya ibinzana elichanekileyo ochaziweyo. Ngokomzekelo, isikhangiso sakho sinokuvela ngenxa yeemviwo zithengela izibonelelo zeofisi kunye neevenkile zokugcina iifisi kodwa zingaboneleli kwiofisi .
Uza kufumana iintengiso ezingaphantsi eziboniswe ngolu hlobo kunomdlalo obanzi, kodwa iintengiso ziya kuba zifanelekileyo kwaye zijoliswe ekufuneni.
Umdlalo ochanekileyo
Ukuba ujikeleze amagama akho akwiibhanki - [ iofisi yeeofisi ] - iintengiso zakho ziza kubonakala xa abasebenzisi bekhangela ibinzana elithile lenkxaso yeofisi , kulo myalelo, kwaye ngaphandle kwamanye amagama kumbuzo wokukhangela. Ngokomzekelo, isikhangiso sakho asiyi kubonakalisa ngenxa yesicelo seofisi zogcino. Nangona awunakufumana iimpawu ezininzi, unokufumana i-CTR ephezulu, ngenxa yokujoliswa kwayo ngokuchanekileyo.
Igama elingundoqo elingalunganga
La magama angundoqo akwenza ukuba iintengiso zakho zingabonakali, nangona ezinye amagama eziphambili kumdlalo wokufuna umbuzo. Ukucacisa igama elingundoqo elingundoqo, faka uphawu olubi (-) phambi kwegama elingundoqo. Umzekelo, unako ukongeza igama elingundoqo elingasetyenziswayo , ngoko ke isikhangiso sakho asiyi kuvela xa umsebenzisi esesha izixhobo ezisetyenziswayo zeofisi .
Le yindlela enhle yokuqinisekisa ukuba iintengiso zakho azibonakaliswanga ekutshweni ezingahambelani nento enikela ngayo kunye nokungazilungeli iintlobo ezithile zokukhangela.
Ukwazi nje ukulula ngokukhawuleza ngokukhawuleza izixhobo eziphambili ezifana nale nto kunokuba umahluko phakathi kwephulo eliyimpumelelo nelingaphumelelanga.
02 - I-CPC yakho (i-Cost-per-Click) Ireyithi inqunywe nguMawulo weMpawu
Iikhankaso ezijoliswe kumagama aphambili zihlawuliswa kwi-CPC (ixabiso lentengo nganye). Uhlawulwa kuphela xa umsebenzisi echofoza kwisibhengezo sakho aze athathwe kwikhasi lakho lokufika . Inqanaba le-CPC lixhomekeke kubhidi bakho be-CPC esiphezulu (uninzi uzimisele ukuhlawula ngokukhawulayo) kwakunye neenkqubo zangaphakathi zeGoogle zokufaka amanqaku egama elingundoqo. Awuyikubeka kuphela ibhidi lakho lePCC eliphezulu, kodwa unquma isigqibo esiphezulu sebhajethi yemihla ngemihla, ngoko awuze uchithe ngaphezulu kunakho. Xa usuchithe uhlahlo lwabiwo mali ngaloo mini, iintengiso zakho aziyi kubonakala de kube ngumhla olandelayo.
I-Google igqiba isantya se-CPC kunye nendlela ukuphakanyiswa kweentengiso zakho ziphakame ngayo ngokubala i-Quality Score kunye neNombolo yeBanga (isigaba sesikhangiso) ngasinye kwisigama segama elingundoqo.
Ikhwalithi yoMgangatho isekelwe kwimibandela emininzi, kubandakanywa nendlela efanelekileyo yokubhaliweyo kwimiyalezo ekhethwe ngayo, umgangatho wekhasi lakho lokuhlawula, kunye ne-CTR yakho yangoku (i-clickthrough rate). I-CTR yipesenti yokuchofoza ufumana xa isikhangiso sakho siboniswa. Kubalwa ngokuhlula inani lokuchofoza ngokubonakalayo (kaninzi kangakanani isikhangiso sakho sibonisiwe). I-CTR ephezulu ibonisa ukuba isikhangiso sakho sinobalulekileyo kwaye sinomdla kubasebenzisi, kwaye sivuzwa ngeMgangatho weMgangatho oPhezulu othoba iindleko ze-CPC yakho kwaye unikezela isikhangiso esiphezulu.
Ukusebenzisa amanqaku akho eMgangathweni, iGoogle inika ibhidi encinci yeCCC kwisibhengezo sakho. Ukuba ibhanki yakho ephezulu yeCCC ingaphantsi kwebhanki encinci ye-CPC, ibhanki yegama elingundoqo liza kwenziwa. Uya kufuneka ubeke ibhidi ephakamileyo okanye ukuphakamisa amanqaku akho eMgangatho ngokudala isikhangiso esilungileyo kunye nokusebenzisa amagama angundoqo afanelekileyo ukuze uphumele i-CTR.
I-Quality Score iyindlela ephezulu yokuqinisekisa ukuba abathengi beGoogle babona kuphela iintengiso ezifanelekileyo ezibonelela ngamava angcono kumsebenzisi kwaye zivuza umthengisi ngamaxabiso aphantsi ngokujoliswe ngakumbi kwiintengiso zabo.
I-Quality Score Score yindlela enye ongayiphucula ngayo umrhumo wakho wokukhangela umvuzo .
03 - Isikhundla sakho sokuBonakalisa isikhangiso sigqitywe yiNombolo yesiGaba
Ireyithi Inombolo ichaza isikhangiso sakho. Ukuphakama kweNombolo yeNgcaciso, iphakamileyo isikhangiso sakho siya kubonisa. Kubalwa ngokuphindaphinda ibhanki yakho ephezulu yeCCC kunye nePart Score. Oku kuthetha ukuba ukuba unomgangatho ophantsi weMigangatho, ungasiphakamisa iNombolo yeNombolo ngokubeka ibhidi ephezulu. Kule nkqubo, i-Google ivuza iintengiso eziphezulu ngezinga eliphantsi le-CPC, kwaye yenza iintengiso ezincinci zindleko ngaphezulu kweso sikhangiso esifanayo.
I-Rank Inombolo ibalwa ngalinye ngegama elingundoqo, kwaye lilungiswe rhoqo ixesha lophando lwenziwe. I-Google's Traffic Estimator ithuluzi lakho lolawulo lwephulo liya kukunika uqikelelo lwentsimo yakho yeentengiso.
Kwakhona, kukho inkuthazo yokuba ukhankanywe kakhulu kwiintengiso zakho. Ngubani ongeke afune ukuba iintengiso zabo ziphakame phezulu kwaye zihlawule umrhumo ophantsi ngexesha elinye?
Ukwazi ezi zicwangciso ze-Google Adwords kunye neengcwangciso zinganciphisa kakhulu iindleko zokuthengisa.
04 - Ukubonisa iziThumo zakho kwiiSayithi eziHlangeneyo eziHlangeneyo
Ukongeza kwiGoogle.com kunye neNethwekhi Yosesho lwe-Google, iintengiso ezijoliswe ngegama eliphambili zisebenza kwi-Google Content Network, kwakhona. Ngoxa iisayithi zokukhangela ziza kubonisa kuphela iimpawu zakho zegama eliphambili xa amagama athile angundoqo ayingxenye yombuzo wophendlo lomsebenzisi, ii-content sites zihambisa iintengiso zakho ukuba iphepha liqulethe umxholo ochaphazelekayo kwiintengiso zakho. Oku kubizwa ngokuba ngumxholo wokukhangisa. I-Google ihlalutya umxholo, umxholo, itekisi, kunye nolwimi lwephepha, kwaye ukhonza iintengiso ezihambelana ngokuthe ngqo. I-Google izakufometha ngokuzenzekelayo iintengiso zakho, kwaye zihlala zibhalwe njengekhonkco lokukhangisa / elixhasayo. Iimpawu zentengiso zabelana ngeyunithi yesikhangiso kunye nezinye iintengiso kwiiwebhusayithi.
Ukhethe ukungena kumnatha womxholo ngokuzenzekelayo. Unokugqiba ukuphuma ngokutshintsha i-akhawunti yakho. Ungakwazi kwakhona ukubeka ibhidi eyahlukileyo kwiintengiso ezihanjiswa kwiiwebhusayithi. Ukwandisa ukusebenza kakuhle, qwalasela ukudala iiprogram ezihlukeneyo zokukhangela kunye nomnatha womxholo.
Ireyithi yeCCC iyahluka phakathi kokusesha kunye nomxholo wesayithi. Intengo ye-smart smart yeGoogle iyancipha iindleko zokuchofoza kwiintengiso eziboniswe kwiindawo ezithile zokuqukethwe eziboniswa ukuba zinezinga eliguqukileyo lokuguqulwa kuneentengiso kumaphepha ophando. Kwakhona, i-CTR kwi-intanethi yekhontenti ayinanto ithintela kwisimo sakho kwisibhengezo kwiindawo zokucinga. I-CTR ebhengeziweyo kwiintengiso zegama elingundoqo kwi-akhawunti yakho ibonisa kuphela ukukhangela kwenethiwekhi. Ngenxa yokuba isantya se-CPC sichaphazeleka phakathi kokusesha kunye neziqulatho zomxholo, isikhangiso segama elingundoqo elingayifumananga ne-CPC ibhidi yokusesha kwiisayithi zokukhangela zisenokuqhuba kwiindawo ezinomxholo onomncinci we-CPC ophantsi.
Iintengiso ezihambayo kwiziko le-Google iqabane lingabi xabisa. Ukuba usanda kuqalisa kwaye ungakulungele ukutyalo kwi-Google Adwords ungazama ezinye zezi ndlela ukuvakalisa ishishini lakho kwisabelomali esincinci .
05 - Ukubeka iliso kunye nokwenza ngcono ukuPhucula iMiphumo yeeNkcazo zeeNkcukacha zeeNkcazo
Sebenzisa izixhobo ezibonelelwe yi-AdWords ukuze ufumane ezininzi kwiiprojekthi zakho. Unokujolisa kwiintengiso zakho nakuphi na ulwimi kunye nomhlaba jikelele. I-AdWords inikezela ngeengcebiso zebhajethi zemihla ngemihla ngokubhekisele kwidatha yokuqhosha kwembali yegama elifanayo okanye elifanayo.
Unokukhetha phakathi kweendlela ezimbini zokuhambisa. Ukunikezelwa okusemgangathweni kuza kubonisa iintengiso ngokulandelelana ngexesha (ukuze ungasebenzisi lonke uhlahlo lwabiwo-mali ekuqaleni kwemini). Ukuhanjiswa okukhawulezileyo kuya kubonisa iintengiso zakho ngokukhawuleza xa kunokwenzeka ukuba unquma ukuvavanya ukuba uhlahlo lwabiwo-mali lukhawuleza kangakanani.
Kukho iinketho ezimbini zokuhanjiswa kwezikhangiso. Ukuphucula kuya kubonisa ukuqhuba iintengiso kangangoko, ngelixa ujikelezayo uya kubonisa ngokufanayo. Inketho yesibini ilungele ukusebenzisa ukuhlola iintengiso ezahlukileyo kwizinga eliphezulu lokuguqula.
Jonga iiprogram ezahlukileyo kwaye ulandele utshintsho njengoko uvavanya kwiiyunithi zezibhengezo ezahlukeneyo, amagama angundoqo, amabhidi, uhlahlo lwabiwo-mali, kunye nezinye iindlela.
Ulungiswe nguShishino lwe-Intanethi / uNgcali wezokuHlala uBrian T. Edmondson