Ukuhlawula ngokucofa, okanye i-PPC, intengiso iphakathi kwezona zicwangciso zisetyenziswa kakhulu kwintengiso namhlanje, nobuncinci. I-65% yamashishini aphakathi ukuya kumancinci ukutyala imali kumaphulo ePPC. Isebenza ngamashishini abeka iintengiso ezibonisa umbhalo, imifanekiso, okanye ividiyo kwiwebhu iphela ukukhuthaza inkampani yabo kwiziphumo zokukhangela, iiwebhusayithi, okanye amaqonga eendaba ezentlalo.
Le ndlela yokuthengisa kwi-intanethi iyasebenza njengoko amashishini eyisebenzisela ukuvelisa okukhokelayo, ukonyusa intengiso ye-intanethi, ukwandisa ukugcwala kwewebhusayithi, kunye nokudala ulwazi lophawu. Ngokwezibalo ezivela kwiingcali zemarike, iintengiso zePPC zine 200% ROI kwaye uvelise itrafikhi ephindwe kabini njengokukhangela kwezinto eziphilayo. Ukongeza, banokwandisa ulwazi lwebrand ukuya kuthi ga kwi-80%.
Nangona ukusebenzisa i-PPC inokuba yindlela yokuthengisa enamandla, ukuza neqhinga elizisa iziphumo ozilindeleyo kunokuba ngumngeni kwaye kufuna indlela ebekwe kakuhle. Ke ngoko, eli nqaku liza kujonga ekwandiseni iintengiso zakho zePPC ukwandisa ukusebenza kwaye liya kuqaqambisa iimpazamo eziqhelekileyo ofanele uziphephe.
Masiqalise.
Isiqulatho
Ingaba inkulu kangakanani imakethi yentengiso yePPC?
Usenza njani isicwangciso sakho sePPC
Iimpazamo onokuziphepha kwisicwangciso sakho sePPC
isiphelo
Ingaba inkulu kangakanani imakethi yentengiso yePPC?
Ngo-2024, inkcitho yentengiso kwintengiso yokukhangela ehlawulweyo imiselwe ukufikelela I-US $ 306.7 yezigidigidi, kwaye eli nani liqikelelwa ukuba lifikelele kwi-US $ 417.4 yezigidigidi ngo-2028, likhula ngesantya sokukhula ngonyaka we-8.01%.
Abadlali kwimarike yePPC babandakanya iinjini zokukhangela ezifana neYahoo, Bing, Baidu, DuckDuckGo, kunye noGoogle. Nangona kunjalo, uGoogle uqhayisa ngesabelo esikhulu semakethi 92%. UGoogle uphinde watyhila oko kuye wonke umntu US $ 1 ishishini lichitha kwiintengiso zikaGoogle, benza umndilili we-US $2.
Ukwandisa oku nokwenzeka, ukuba nomdlalo wakho wePPC ekunene akunakuphepheka. Ke makhe sijonge ezona zenzo zilungileyo ezinokunceda ukwandisa isicwangciso sakho sePPC ukonyusa iinguquko.
Usenza njani isicwangciso sakho sePPC
Kuya kufuneka uqwalasele izinto ezahlukeneyo ukwenza imikhankaso yakho yePPC isebenze, kubandakanya ukwenziwa kwephepha lokufika lePPC, inkcitho yentengiso, kunye nombutho wamagama angundoqo. Nazi ezinye zezona ndlela zisebenzayo zokuphucula iintengiso zakho zePPC.
1. Khetha amagama angundoqo asebenzayo
Isicwangciso esiyimpumelelo sokuhlawula-ngokuchofoza sibandakanya ukukhetha amagama angundoqo afanelekileyo, apho kufuneka uqinisekise ukuba ubhida kwawona magama abalulekileyo afanelekileyo kwishishini lakho. Ukuhamba kwegama ithi ubuncinci i-64.6% yokucofa kwiintengiso zikaGoogle zivela kukhangelo olunenjongo ephezulu yokuthengisa.
Icebo elihle lokukunceda ngalo yophando ngegama elingundoqo kwaye ukhethe ezona zikhethwa zingcono kukusebenzisa isicwangcisi segama elingundoqo likaGoogle AdWords.
Nangona kunjalo, qaphela ukuba abantu okhuphisana nabo baya kusebenzisa amagama angundoqo. Kule meko, sebenzisa amagama angundoqo ngenjongo yokuthenga kwaye ugweme amagama angundoqo aqhelekileyo angenako ukuzisa umgangatho okhokelayo.
Yongeza into ethile abathengi abayifunayo kwaye basebenzise amagama angundoqo achazayo, abandakanya igama lebhrendi, uhlobo lwemveliso, kunye namagama afanelekileyo afana "nokuqinisekiswa," "okuthembekileyo," okanye "okufikelelekayo."
2. Ukubonelela ngexabiso kuqala
Xa usungula iphulo lePPC, kufuneka ugxininise ekutsaleni izikhokelo ezisemgangathweni. Uyenza njani le nto? Qala ngokunikezela okukhulu kuqala amava kubaphulaphuli bakho ekujoliswe kubo.
Ngale ndlela, ukuguqula iindwendwe zibe ziinkokeli ezinomdla kwinkampani yakho okanye iimveliso ozibonelelayo kuba lula, kwaye ekugqibeleni baba ngabathengi abahlawulayo.
Ukusetyenziswa kwamanyathelo okulandelela abathengi kudlala indima ebalulekileyo apha. Ukulandelela abathengi bakho, iimetrics ofanele uzilinganise ziquka:
- Imbali yokuthenga: Idatha yakho yokuthengisa iqulethe ulwazi oluxabisekileyo malunga nabathengi bakho ukuze bakuncede ubone uhlobo lweemveliso, iinkonzo, kunye nokwenyuso omele ukubandakanya kwiikhankaso zakho zentengiso.
- Ulwazi loqhagamshelwano lwabathengi: Ukulandelela ulwazi lwabathengi kukunceda ufunde ngendawo abakuyo okanye ubudala ukuze ulungelelanise iintengiso zakho ukuba zijolise kubo ngokukodwa.
- Indawo yokuthengisa: Kufuneka ulandelele abathengi abadlula kwifuneli yakho yokuthengisa ukuze ufunde ukuba baphi kwinkqubo yokuthengisa. Ngoko ke, ikuvumela ukuba wenze iphulo lentengiso elikhokelela ekuguquleni okungakumbi.
- Imijelo yendlela: Ukulinganisa iziteshi zakho zetrafikhi nako kubalulekile ukukunceda wazi ukuba abathengi bakho bavela phi.
- Iyakhuphela: Izinto ezikhutshelwayo njengezikhokelo zimagnethi ezinkulu ezikhokelayo. Unokuzisebenzisa ukuze ufunde malunga nezinto ezinomdla kwiinkokeli zakho. Ngale ndlela, unokwenza iintengiso ngokusekelwe kwinto efunwa ngabakhokeli bakho.
Ukulandelela ezi zinto kukuvumela ukuba wenze ngokwezifiso iintengiso zakho ngokusekelwe kwiinjongo zabo ezizodwa kunye neminqweno, ukongeza ixabiso kubasebenzisi kuwo wonke umxholo wakho.
3. Sebenzisa amagama angundoqo omsila omde
Uninzi lwabantu lusebenzisa amagama angundoqo anomsila omfutshane kwimikhankaso yabo yentengiso njengoko bahlala begubungela izihloko ezibanzi. Imizekelo yamagama angundoqo omsila omfutshane abandakanya "indlela yokunciphisa umzimba" okanye "ivenkile ye-t-shirt egqwesileyo kwi-intanethi."
Nangona kunjalo, esi sicwangciso sinokungabi yindlela efanelekileyo. La magama aphambili ajolise kubaphulaphuli abaninzi kunye nocofa ngakumbi, kodwa iphulo lakho linokusilela ukufikelela kubaphulaphuli abafanelekileyo.
Igama elingundoqo elinomsila omde kufuneka libe namagama amahlanu okanye ngaphezulu. Omnye umzekelo “yibhikini esetelwe amabhinqa alingana nesayizi enkulu.”
Nangona lo mzekelo wegama elingundoqo ungafumani unqakrazo oluninzi njengegama elingundoqo lomsila, licacile, kwaye abantu abacofayo kule ntengiso baya kuguqula ngenxa yokuba inika isisombululo kwimfuno ethile.
Abasebenzisi abafuna isisombululo sakho banokufumana kwaye bahlawule ingqalelo kumagama angundoqo omsila omde. Ke ngoko, khetha amagama angundoqo anomsila omde asebenza kakuhle ngemveliso okanye inkonzo yakho ngeziphumo ezizezona zilungileyo.
4. Kujoliswe kubo abathengi abalindelekileyo nababuyayo
Xa umntu ecofa okokuqala kwisibhengezo sakho, kukho ithuba eliphezulu lokuba afune ukufunda ngakumbi malunga nempahla okanye iinkonzo ozithengisayo, nto leyo ephawula ukuqala kwentengiso. uhambo lokuthengisa. Ingqwalasela yentengiso yakho kukuzoba kubathengi abanokubakho abafuna ukubona ixabiso kwinkampani yakho ngaphambi kokuba baguquke.
Abantu abakude kuhambo lwabathengi bafuna isicwangciso esahlukileyo kuba bayayazi into enikezelwa lishishini lakho kwaye banenjongo yokuthenga. Kule meko, kufuneka uphinde ujonge la mathuba usebenzisa amagama angundoqo ahambelana nawo.
Umzekelo, ukuba uthengisa iidyasi zecashmere, sebenzisa amagama afana nelithi “Thenga idyasi yekheshmere ngesaphulelo se-30%” endaweni yegama elifana nelinye elithi “idyasi yecashmere iyathengiswa.”
Ukuphinda kujongwe kwakhona kubalulekile kuba abo baza kuba ngabathengi bafuna iindawo ezininzi zokuchukumisa neshishini ngaphambi kokuba benze isigqibo sokuthenga.
5. Yiba nomnxeba wokuthatha isenzo (CTA)
Ukubizelwa kwisenzo ngumba obalulekileyo wokwenziwa kwePPC. Njengoko ikopi yesikhangiso ibonelela ngexabiso kumthengi, indima yeCTA kukuqondisa umthengi ukuba yeyiphi inyathelo elilandelayo.
Nje ukuba abathengi abanokubakho befumene ixabiso abalilindeleyo kwisicatshulwa sentengiso, kufuneka ubaxelele into ekufuneka beyenzile ukuze bafezekise izibonelelo ozichazile kumzimba wesibhengezo.
Umzekelo, umnxeba kwisenzo kufuneka uqondise abathengi ukuba bandwendwele iwebhusayithi yakho, bathenge imveliso, bajoyine uluhlu lwakho lwe-imeyile, okanye bafumane incwadana yeendaba. Ukufunda ngakumbi malunga neefowuni kwisenzo se-ecommerce, Cofa apha.
6. Gxininisa kumgangatho endaweni yobuninzi
Kuya kufuneka uqinisekise ukuba abathengi babona umxholo okumgangatho ophezulu kwiwebhusayithi yakho okanye iphepha lokufika emva kokuba becofe intengiso yakho yePPC. Ngoku uhlawulele ukucofa, lixesha lokuqinisekisa ukuba ufumana okuninzi kwiindleko zakho zePPC.
Ukubonelela ngomxholo okhuthazayo obambeneyo oyilelwe ukuguqula abafundi babe ngabathengi kubalulekile. Cinga ukuba kutheni amathemba eza kwiwebhusayithi yakho kuqala kunye nendlela onokunikezela ngayo ngexabiso kunye nexabiso elongezelelweyo emva kokuzibandakanya neshishini lakho.
7. Cinga nge-geotargeting
I-Geotargeting inokudlala indima ekuqinisekiseni ukuba isicwangciso sakho sePPC siphumelele kuba abaphulaphuli bayahluka ngokwejografi kwaye banokukhetha okwahlukileyo.
Nge-geotargeting, ungaqhuba amaphulo ahlukeneyo kwiindawo ezahlukeneyo kwaye ulungelelanise iinzame zakho zokuthengisa ukuze uhlangabezane neemfuno zakho kunye neemfuno zabasebenzisi abahlukeneyo.
8. Lungiselela iphulo lakho lePPC leselula
Umxholo okwidesktop kunye nezixhobo eziphathwayo zahluke kakhulu kwenye. Kuba abantu abaninzi ngakumbi bafikelela kwi-intanethi ngezixhobo eziphathwayo, kuya kufuneka uyile iintengiso zePPC eziphendulayo ezilungele amava omsebenzisi weselula.
Nazi I-5.3 yeebhiliyoni zababhalisi bezixhobo eziphathwayo kwihlabathi jikelele, kwaye izigidi ezingama-400 ngaphezulu zilindelwe ngo-2025, ngokophononongo lwezoqoqosho oluhambahambayo lwe-GSMA.
Ngenxa yabaphulaphuli abaninzi, ukuthengiswa kwesixhobo esiphathwayo kubalulekile, kwaye ke, kukho imfuneko yokubeka umgudu omkhulu ekudaleni umxholo osebenzayo kwaye uguqule kakuhle kwizixhobo eziphathwayo.
9. Gxininisa kumaqela eentengiso
Amaqela entengiso abalulekile kwintengiso yePPC; Ukufaneleka kubalulekile ukufumana iqela leentengiso ukuba lifikelele kuMgangatho woMgangatho ophezulu. Ke ngoko, kufuneka ube nenjongo ethile kwiqela ngalinye lentengiso olisebenzisayo.
Xa ufuna ukucofa ngakumbi kunye nokuguqulwa kwamagama akho angundoqo, ukwakha amaqela entengiso awodwa kusebenza ngakumbi kunokujolisa wonke umntu onentengiso efanayo.
Amaqela eentengiso asebenza kakuhle xa abaphulaphuli ekujoliswe kubo bebancinci, ngakumbi xa inxalenye encinci yabathengi be-intanethi bekholelwa ukuba iintengiso kwiwebhusayithi zibalulekile kubo kuphela.
Ungasebenzisa ulwahlulo ukuseta amaqela akho entengiso ngokwahlukeneyo ngendawo, amanani abantu, okanye uhambo lohambo lomthengi. Umzekelo, ukuba uthengisa iilaptops, umthengi okhangela ilaptop yokudlala uya kuba neemfuno ezahlukeneyo ngokwahlukileyo kumntu okhangela ilaptop yomfundi.
Iimpazamo onokuziphepha kwisicwangciso sakho sePPC
1. Kuphephe ukugxila kakhulu ekuveliseni izithuthi
Nangona iikhankaso zentengiso yokuhlawula-ngonqakrazo zihlala zinyusa itrafikhi yewebhu, oku akufanele kube yinjongo yakho kuphela.
Ukusebenzisa amagama angundoqo aqhelekileyo kuya kuvelisa iindwendwe ezininzi kwindawo yakho. Sekunjalo, uninzi lwabo lusenokungabi namdla wokwenene kwishishini lakho okanye kwiimveliso okanye kwiinkonzo ozinikezelayo.
Endaweni yoko, iphulo lakho ngalinye le-PPC kufuneka libe neenjongo ze-SMART (ezithile, ezinokulinganiseka, ezifikelelekayo, ezifanelekileyo, kunye neenjongo ezisekwe kwixesha) eziluncedo ngokuthe ngqo kwishishini lakho. Umzekelo, ukuba umtsha kwi-PPC, injongo kufuneka ibe kukuvelisa izikhokelo ezikumgangatho ophezulu.
Nangona kunjalo, ukuba iwebhusayithi yakho itsala amathemba kodwa iyasilela ukuthenga okanye ukubonelela ngolwazi lwabo, ukuphucula izinga lokuguqulwa usebenzisa izixhobo zePPC kufuneka kube yinjongo yakho.
Ukuba iindwendwe ziza kwiwebhusayithi yakho kodwa zichithe imali encinci kuphela, isicwangciso sakho sentengiso yePPC kufuneka sijolise ekunyuseni inkcitho yomthengi wakho.
2. Musa ukwalathisa abaphulaphuli kwindawo eyilwe kakubi okanye i-laggy site
Nokuba ngezona ntengiso zinamandla zePPC, abatyeleli baya kushiya indawo yakho okanye iphepha lokufika ukuba bayalifumana libolile, licotha, okanye lingacacanga.
Ukucaca, isantya, kunye noyilo lwewebhusayithi zonke zibalulekile. Ngenxa yoko, qinisekisa ukuba lonke iphepha lokufika kunye newebhusayithi ziyakhawuleza ukulayisha, zinokukhangela okusebenziseka lula, kwaye ube nazo ikopi ebhalwe kakuhle ngenkcazelo eneenkcukacha yeemveliso okanye iinkonzo zakho. Ezi zinto zenza umbono olungileyo kubathengi kwaye zenza kube lula kubo ukuba bathathe amanyathelo athile.
3. Ungalibali ukufaka iCTA
Nje ukuba abantu bacofe kwintengiso yakho kwaye bafike kwiphepha lakho lokufika, kufuneka ubaxelele ukuba leliphi inyathelo ekufuneka balithathe. Okanye baya kulaqaza bathathe ishishini labo kwenye indawo. Ukubandakanya iqhosha lokubizela-kwisenzo yinto ekufuneka uyenzile ukucacisa ukuba yeyiphi inyathelo ekufuneka bayenze xa befika kwindawo yakho.
Umzekelo, unokufuna ukuba bajoyine uluhlu lwakho lwe-imeyile. Ukuba kunjalo, beka uxwebhu olulula lobhaliso ngentla kwesibaya ukuze abantu bakuqaphele ngokukhawuleza. Ukongeza, sebenzisa iigraphics kunye nemibala engqindilili ukwenza kube lula kubo ukuyibona.
Banike inkuthazo yokujoyina kwaye ubaxelele into abalindele ukuyifumana xa becofa iqhosha lokungenisa okanye lokubhalisa. Ukuba ufuna ukuba baodole kwivenkile yakho ye-intanethi, yongeza eyona mveliso idumileyo kwiphepha lasekhaya kwaye ubazise ngazo naziphi na izinikezelo ezikhethekileyo.
4. Musa ukubeka amakhonkco amaninzi kwiphepha lakho lokufika
Ngokukhethekileyo, uya kuthumela iindwendwe zakho zePPC kwiphepha lokufika kunewebhusayithi yakho ephambili. Injongo yephepha lakho lokufikela kukuqhuba iindwendwe ngefenitshala yokuthengisa, ngelixa iwebhusayithi yakho ibanzi kakhulu, kwaye ukongeza amakhonkco amaninzi kunokuphazamisa abasebenzisi bakho.
Kunoko, nikela ingqalelo ekubaxeleleni inyathelo abafanele balithabathe.
Ufuna ukuqinisekisa ukuba inxalenye enkulu yeendwendwe ezicofa kwiintengiso zakho ziya kuguqula, njengephepha eligxininisiweyo lokumisa lisango lokufezekisa iinjongo zakho zokuguqula.
Ukwenza amaphepha akho okumisa asebenze ngakumbi ekuveliseni izikhokelo, yenza ezininzi ngamaphulo athile ePPC kunye nezicwangciso zokujolisa.
5. Ungalibali ukuvavanya kunye nokulandelela ii-KPIs
Ukuvavanya zonke izinto zephulo, kubandakanywa nesihloko sentengiso, ikopi, kunye noyilo, kubalulekile. Oku kwenziwa nge uvavanyo A okanye B, eya kukunceda ubone ukuba zeziphi izinto ezisebenzayo kwaye ulungise ezo zingaqhubi kakuhle. Yenza esi sicwangciso sibe yinxalenye eqhubekayo yenkqubo yakho.
Kwakhona, sebenzisa izalathisi eziphambili zokusebenza, ezifana nezinga lokucofa, izinga lokuguqulwa, kunye neendleko ngonqakrazo ngalunye, ukumisela ukusebenza kwamaphulo akho. Unako kwakhona ukugqiba ukuba zeziphi ii-KPIs ezibalulekileyo kwaye wenze izigqibo zoshishino ngokusekelwe kuzo.
Ngokomzekelo, ukuba izinga lakho lokucofa liphezulu kodwa izinga lokuguqulwa liphantsi, unokwenza iintengiso zakho ze-PPC zigxininise kwiimpawu eziphantsi.
isiphelo
Xa yenziwe ngokufanelekileyo, intengiso yePPC inokuba sisicwangciso esisebenzayo. Nangona kunjalo, kuthatha uvavanyo kunye nempazamo ukuvelisa iziphumo ezilungileyo. Iingcebiso zeengcali kwesi sikhokelo zinokukunceda uphucule isicwangciso sakho sePPC kwaye ugweme iimpazamo eziqhelekileyo ezinokugcina uhlahlo lwabiwo-mali lwakho lwentengiso.
Ngexesha kunye nomzamo, iinzame zakho zePPC ziya kuhlawulela ekuhambeni kwexesha. Kwaye ekugqibeleni, ungalibali ukulandela I-Chovm.com ifundeka ukuhlala uhlaziyiwe kunye nophuhliso lwamva nje lwelizwe le-ecommerce.
