Njengomnini weshishini, kukho imfuneko yokuqinisekisa ukuba unxibelelana nabona baphulaphuli bafanelekileyo kunye nokuphucula i-ROAS yakho (ukubuyisela kwinkcitho yentengiso). Ngethamsanqa, oku kunokwenzeka nge-geotargeting, isicwangciso esisekelwe kwindawo ekujoliswe kuyo I-95% yeenkampani zehlabathi sebenzisa ukubamba ingqalelo yabathengi kunye nothethathethwano.
Usenokuba uyazibuza ukuba yintoni geotargeting kwaye isebenza njani. Kweli nqaku, siza kuphonononga le ngcamango yokuthengisa ngokweenkcukacha ngakumbi, sixoxa ngezibonelelo zayo kunye namanyathelo e-geotarget ukukhulisa ishishini lakho. Funda ngakumbi ukuze ufunde ngakumbi.
Isiqulatho
I-Geotargeting icacisile
Isebenza njani igeotargeting?
Iintlobo ze-geotargeting
Ziziphi iingenelo ze-geotargeting?
Uyenza njani igeotarget
isiphelo
I-Geotargeting icacisile
I-Geotargeting yi indlela yokwenza iintengiso okanye umxholo malunga neshishini lakho, imveliso, okanye inkonzo usebenzisa ulwazi olusekwe kwindawo ukuze abathengi abafanelekileyo babone iintengiso ezithe ngqo kwindawo abakuyo.
Kweli qhinga, ulwazi lwendawo yomsebenzisi luqokelelwa kusetyenziswa imiqondiso ye-GPS, iidilesi ze-IP, okanye idatha yeselula, ukwenza imikhankaso yakho isebenze ngakumbi ekuqhubeni ingeniso kunye nokufikelela kwawona mathemba abalulekileyo.
Isebenza njani igeotargeting?
Njengoko kuxoxwe ngaphambili, i-geotargeting luhlobo lwentengiso olusebenzisa idatha esuka kwisixhobo somsebenzisi, njenge-GPS yabo, idilesi ye-IP, i-ID yesixhobo, i-WiFi, i-Bluetooth, kunye nokunye, ukuchonga indawo yabo yokwenyani. Idatha yendawo ke imisela uhlobo lweentengiso okanye umxholo oza kuboniswa kumthengi olindelekileyo.
Amaqonga eentengiso amaninzi akuvumela ukuba ubonise iintengiso ezisekwe kwindawo kubasebenzisi. Njengokuba, Izikhangiso zeGoogle I-geotargeting ikuvumela ukuba uchaze ummandla kwiiMephu zikaGoogle okanye irediyasi yejografi ongathanda ukuba iintengiso zakho zinikwe abantu, njengakwivenkile yakho yokuthengisa. Amanye amaqonga eendaba ezentlalo anokusetyenziselwa i-geotargeting abandakanya i-Facebook, i-Twitter, kunye ne-Instagram.
Umzekelo omhle wentengiso ye-geotargeted yivenkile yekofu kwisiXeko saseNew York ebonisa iintengiso ngaphakathi kwe-5-mile yerediyo yendawo yoshishino. Xa umthengi esebenzisa iselfowuni yakhe ukukhangela “ivenkile yekofu ekufutshane nam,” intengiso yale venkile yekofu ibonakala inenkuthazo yokuhenda umsebenzisi wasekuhlaleni ukuba atyelele ivenkile yayo.
Ngaba i-geotargeting iyafana ne-geofencing?
I-Geotargeting kunye ne-geofencing ziindlela zokuthengisa zedijithali eziphakamisa idatha yendawo evela kubaphulaphuli abanokubakho. Noko ke, kukho umahluko phakathi kwezi zimbini.
Nge-geotargeting, ubonisa iintengiso kubathengi ngokusekelwe kwindawo yabo-inokuba yindawo abahlala kuyo okanye abasebenza kuyo-ukuze iintengiso zibafumane apho bakhoyo. I-Geotargeting ikwakwenza ukuba wenze iintengiso ezenzelwe wena ngokusekwe kwizinto anomdla kuzo abasebenzisi, ukuziphatha, okanye ubume bomntu.
Kwelinye icala, i-geofencing ijolise kuphela kubaphulaphuli abaninzi kwindawo ecacileyo. Kwi-geofencing, wenza "ucingo" olubonakalayo ukuze abathengi ngaphakathi okanye ukuwela eso sithintelo beze kuwe. Amashishini asekuhlaleni ahlala esebenzisa i-geofencing ukuthengisa iimveliso okanye iinkonzo abazinikezelayo kwinginginya yabantu.
Iintlobo ze-geotargeting
I-Geotargeting ibalulekile kuwo omabini amashishini amancinci afuna ukwandisa amashishini abo kunye namashishini amakhulu afuna ukulungisa kakuhle isicwangciso sabo sentengiso. Ukuba ufuna ukusebenzisa obu buchule, ungasebenzisa i-geotargeting ngeendlela ezininzi, njengoko kucacisiwe ngezantsi:
1. Ikhowudi ye-ZIP okanye ikhowudi yeposi geotargeting
Njengomrhwebi, unokufuna ukunxibelelana nabathengi kwicandelo elincinci kunye nelithe ngqo lendawo. Oku kunokufezekiswa ngekhowudi ye-ZIP geotargeting, apho ukhetha i-ZIP enye okanye ezininzi, iikhowudi zeposi, okanye zelizwe kwaye ulungelelanise umxholo wakho ukuze ulingane abasebenzisi kwezo ndawo.
2. I-geotargeting yommandla okanye isixeko
I-geotargeting yommandla yenza ukuba amashishini apapashe kubasebenzisi ngaphakathi kommandla othile okanye isixeko. Olu hlobo lwe intengiso yobuqu isebenza ukuba ishishini lakho lisebenza kwimimandla emininzi okanye izixeko, livumela unyuso lwasekhaya kunye nolwazi.
3. Ujoliso lweRadiyosi (ukusondela kwi-geotargeting)
Kolu hlobo lwe-geotargeting, abathengisi bahambisa iintengiso okanye umxholo kubasebenzisi ngaphakathi kwendawo ethile yendawo. Yicinge njengomxube phakathi kwekhowudi ye-ZIP geotargeting.
Unokukhetha irediyasi ngaphakathi kommandla othile kwaye ujolise kubathengi apho. Oku kunokubandakanya abathengi abasuka kwiikhowudi ezininzi ze-zip okanye abathengi abasuka kumaqhekeza amaninzi esixeko esinye.
4. GPS-based geotargeting
Kule mihla, abathengisi banokusebenzisa idatha ye-GPS kwizixhobo eziphathwayo ukubonisa iintengiso zabathengi abajoliswe kuyo okanye umxholo osekelwe kwindawo ekuyo kanye. Into entle kukuba idatha yeGPS ichanekile kakhulu, iyenza igqibelele ukuthengisa okusekwe kwindawo yexesha lokwenyani kubantu abasoloko behamba.
Ziziphi iingenelo ze-geotargeting?
I-Geotargeting ineenzuzo ezininzi kwishishini lakho. Ziquka oku kulandelayo:
1. Ukwenza amava omntu
Ukuze iintengiso zakho zisebenze, kufuneka uqinisekise ukuba ubonelela abaphulaphuli bakho. Abathengi bakho bafuna ukwazi ukuba unenkxalabo malunga neemfuno kunye neemfuno zabo, kwaye i-geotargeting ikuvumela ukuba ubenzele umxholo olungiselelwe bona.
Oku kukhokelela kumava angcono abasebenzisi, akhuthaza ubudlelwane obukhulu kunye nobude obude kunye nabathengi bakho.
2. Ukukhuthaza ukuthengisa
Ukuqulunqa imiyalezo yentengiso eyenzelwe wena ngokusekwe kwindawo yomsebenzisi inegalelo kumava angcono kubathengi, nto leyo ekhokelela ekuthengisweni okuphezulu.
Ngokutsho kolunye uphando, ukwenziwa komntu phambili, okunokwenzeka nge-geotargeting, kubangele a 200% ROI kwi-70% yabathengisi. Kolunye uphando, Abarhwebi abalithoba kwabalishumi bavumile ukuba intengiso esekwe kwindawo yayisisizathu sokwanda kwentengiso yabo.
3. Fikelela kubathengi abaninzi
Enye yezona njongo zixhaphakileyo zabathengisi kukufikelela kwimarike ebanzi kwaye itsale abathengi abaninzi. Ngombulelo, i-geotargeting inokunceda ukufezekisa oku.
Ukujoliswa kwejografi yindlela elula yokufikelela kubathengi abaninzi kuba unokuqulunqa amava kubaphulaphuli ngokuxhomekeke kwidatha yedemografi, efana neminyaka, isini, kunye nendawo yokuhlala. Unokwenza umxholo wakho ulungele iinkcubeko ezahlukeneyo, iminyhadala, kunye neemveliso zonyaka.
4. Ukwandiswa kothethathethwano
Iintengiso ezifanelekileyo kubathengi kunye neendawo zabo zinokuthi zibambe ingqalelo yabo, zinyusa amathuba okunxibelelana. Uya kufikelela abanokuba ngabathengi abalindeleke kakhulu ukuba baguquke, njengoko beza kubona iintengiso ezihambelana nabo.
Ngamanye amazwi, iintengiso ze-geotargeting ziyakwazi ukuvelisa amazinga aphezulu okuzibandakanya kunezinye iindlela zomkhankaso wokuthengisa.
5. Ukufaneleka okuphuculweyo
Akukho msebenzisi ufuna ukubona imveliso okanye inkonzo engabonelelwanga kwisixeko okanye kwingingqi yabo, kwaye kulapho i-geotargeting ingena khona. Nge-geotargeting, unokubeka iintengiso phambi kwabantu abahlala kwindawo yakho, uqinisekise ukuba udala iikhankaso zentengiso ezibhenela kubo kwaye ujongane neemfuno zabo.
Uyenza njani igeotarget
Ngoku uyazi ukuba yintoni i-geotargeting kwaye iluncedo njani kwishishini lakho, unokuzibuza malunga namanyathelo okuphumeza esi sicwangciso sokuthengisa sedijithali. Iindaba ezimnandi zezokuba i-geotargeting yinkqubo ethe ngqo.
Uninzi lwamaqonga anezixhobo ze-geotargeting ezakhelwe ngaphakathi, ngoko ke ukuqalisa akufanele kube yingxaki. Ukuqalisa nge-geo-thargeting, landela la manyathelo ma-3:
1. Qinisekisa ukuba ufuna ukuya phi i-geotarget
Eyona njongo iphambili ye-geotargeting kukujolisa kumaqela athile endawo. Nangona kunjalo, ukuze ibe yimpumelelo, into yokuqala ekufuneka uyenzile kukufumana indawo apho ujonge ukufumana abathengi bokuxhasa ishishini lakho. Ukuba ishishini lakho libonelela abathengi kwiindawo ezininzi, kuya kufuneka wenze iintengiso ezifanelekileyo kuloo ndawo.
Emva kokumisela indawo ekujoliswe kuyo ukuba ugxile kuyo, yenza uphando oluya kukunceda ubone ukuba zeziphi iintengiso oza kuzenza. Oku kuqinisekisa ukuba udala umxholo ofanelekileyo onxibelelana nabantu abakubo kufutshane, isixeko, okanye ilizwe, kwandisa ulwazi lwebrendi kwaye ikhokelela kumazinga aphezulu okuguqulwa.
2. Sebenzisa izixhobo ezakhelwe kumaqonga eendaba ezentlalo
Iiplatifti ezinkulu zePPC zinezixhobo ezakhelwe ngaphakathi ezenza ukuba amashishini abonise iintengiso zabo kubantu abakwiindawo ezahlukeneyo. Iifowuni eziphathwayo ezifana ne-Facebook, Twitter, kunye ne-Instagram zonke zinezinto ze-geotargeting.
UGoogle lelona qonga lidumileyo lentengiso, eline a 39% isabelo semarike. Ukujoliswa kwendawo yeentengiso zikaGoogle kukuvumela ukuba wenze umxholo wentengiso weendawo ezahlukeneyo zejografi, ezinje ngeendawo ezingaphakathi kwelizwe, iradiyasi ejikeleze isixeko, okanye amaqela eendawo anomdla awohlukeneyo kunye neenkcukacha zabantu.
3. Yenza iintengiso
Nje ukuba unendawo ofuna ukuyenza i-geotarget kunye nezixhobo oza kuzisebenzisa ukwenza njalo, lixesha lokudala iintengiso.
Xa usenza iintengiso, qiniseka ukuba zenzelwe wena kwaye zifanelekile ukubhenela iqela elithile ojonge ukujolisa kulo. Musa ukuzibekela umda kwiqonga elinye; sebenzisa amaqonga eendaba ezentlalo ezininzi ukuze uphindaphinde umbono wakho kwaye, ekugqibeleni, noguqulo lwakho.
isiphelo
Ukubandakanya i-geotargeting kumxube wakho wokuthengisa kuyimfuneko ukuba ufuna ukwandisa ukufikelela komthengi wakho kunye nokunyusa ingeniso yeshishini lakho. I-Geotargeting ikunceda ukuba wenze amava obuqu kubathengi bakho, kwaye xa abathengi befumana umxholo ofanelekileyo, ivutha unxibelelwano, iresiphi yokuguqulwa. Ke ngoko, qalisa ukusebenzisa esi sicwangciso sisekwe kwindawo, kwaye umgca wakho osezantsi uya kukubulela.
