Uyisebenzisa njani iNtengiso yePPC ukukhulisa ukufikelela kwakho ngo-2024

Amashishini awuqonda kakuhle kangakanani umba “wentengiso ehlawulwayo?” Ngaba baziva bezithembile ngokwaneleyo ukuba baqalise kwaye balawule ngempumelelo amacebo okuhlawula ngokucofa (PPC)? Izibalo zibonisa ukuba I-55% yamashishini amancinci aseMelika Ukuzibandakanya ngokukhutheleyo kwintengiso ye-intanethi, kodwa indlela yokufumana okuninzi kwintengiso ye-PPC kuhlala kunzima kwabaninzi.

Nangona kunjalo, bonke abathengisi kufuneka baqonde iziseko zePPC yentengiso. Esi sikhokelo siya kubonelela ngeengcebiso zengcali malunga nezibonelelo zentengiso ehlawulwayo kunye nendlela yokuqalisa ngempumelelo amaphulo e-PPC ngo-2024.

Isiqulatho
Ukuqonda iziseko zentengiso yePPC
Amanyathelo anokuthi athathwe ngamashishini xa esenza amaphulo ePPC
Iindlela ezi-4 ezifanelekileyo zokukhumbula xa uqhuba isicwangciso sePPC
Amazwi okugqibela

Ukuqonda iziseko zentengiso yePPC

Intengiso ye-PPC ivumela amashishini achithe imali ukuze abonise iwebhusayithi yawo kwii-SERPs (amaphepha eziphumo zenjini yokukhangela) emva kokukhangela amagama angundoqo. Nangona kunjalo, abathengisi bahlawula kuphela xa abasebenzisi becofa intengiso-ngoko ukuyibonisa akuyi kutsala iindleko. I-PPC yindlela enhle yokuvelisa umgangatho okhokelayo kunye ne-ROI ephezulu, kodwa kuphela xa ii-brand ziyiphumeza kakuhle.

Nangona iintengiso ze-PPC zibonakala ngakumbi kwiinjini zokukhangela, abathengisi banokuzisebenzisa kumaqonga eendaba ezentlalo-nangona uninzi lwamashishini lukhetha i-CPM (ixabiso-ngewaka ngalinye) kumajelo asekuhlaleni. UBeth Chernes, ingcali yokubonisana ne-SEO, ichaza ukuba iikhankaso ze-PPC zinokutsala ngokukhawuleza abathengi, zibaqondise kwiinkonzo zeshishini ngokukhawuleza. Oku kuthetha ukuba i-PPC izalisekisa isicwangciso se-SEO ngokubonelela ngokuphumelela ngokukhawuleza ngelixa ukufikelela kwezinto eziphilayo kukhula.

Amanyathelo anokuthi athathwe ngamashishini xa esenza amaphulo ePPC

Ngoku ukuba iibrendi ziqonda izibonelelo zentengiso ye-PPC, zinokudala iphulo elisemgangathweni. La manyathelo alandelayo aya kubonisa iibrendi indlela yokudala amaphulo ePPC kumaqonga afana neGoogle AdWords.

1. Chaza iiparamitha zephulo

Okokuqala, qalisa inkqubo yokwakha iphulo ngokumisela iiparamitha-oku kuqinisekisa ukuba i-ad ijolise kubantu abafanelekileyo kwaye yenza kakuhle. Ngaba usukelo lweshishini sele lubekiwe? Emva koko uzilungelelanise nephulo lentengiso kwaye ubone ukuba liya kuba negalelo elingakanani ekuphumezeni.

Abathengisi kufuneka bathathe isigqibo ngeziphumo abazinqwenelayo, ezinje ngokwazisa ngebrand, utyelelo, kunye nokuthengisa, kwaye usete uhlahlo lwabiwo-mali lokuzifeza. Okokugqibela, ezi njongo zinokunceda ukuchaza abaphulaphuli ekujoliswe kubo.

2. Misela iinjongo ezithile kunye neemetrics ezinxulumeneyo

Usukelo akufunekanga lube lodwa. Kufuneka zihlale zihambelana neenjongo/imilinganiselo yoshishino. Okubaluleke ngakumbi, amashishini kufuneka athathe isigqibo sokuba aza kuzilinganisa njani ezi njongo. Nangona kunjalo, khumbula ukuba iimetriki zenjongo zahlukile kumaphulo, ke iibrendi kufuneka zihlale zibaphatha ngokwahlukileyo. Nazi ezinye iinjongo zePPC eziqhelekileyo kunye neemetrics ezinxulumene nazo.

• Ulwaziso lwebrand: Le njongo ilinganisa ukuqhelana kwabaphulaphuli nophawu. Amashishini anokuyilinganisa ngokulandela unxibelelwano loluntu, i-traffic ngqo, kunye nophando.

• Imveliso ekhokelayo: Le njongo yenzeka xa abathengisi bedibanisa iphepha lasekhaya eligqibeleleyo kunye nesicwangciso sabo sePPC. Banokuyilandelela ngeepikseli zomkhondo zeNtengiso zikaGoogle okanye iiparamitha ze-UTM ezivela kwezinye izixhobo ezifana neHubSpot.

• Unyuselo: Olunye usukelo olukhulu lweentengiso zePPC kukuba ukunyuselwa kunokunceda ukutsala abathengi abatsha kunye nokuvuselela umdla wabathengi ababuyayo. Amashishini anokulandelela abasebenzisi abaqhutywa ziintengiso kunye nezaphulelo zexesha eliqingqiweyo, iikhowudi ezizodwa zezaphulelo, kunye namaphepha azinikeleyo okubhalisa.

• sales: Le njongo ibonisa ukuba zingaphi iimveliso / iinkonzo zamashishini athengisa kwiinzame zePPC. Bangakwazi ukuyilandelela ngokulula ngengxelo yophawu okanye isoftware yeCMS.

• Uxinzelelo lwendawo: Ngaba amashishini anomxholo okumgangatho ophezulu? Ke, ukonyuka kwetrafikhi kwindawo yeyona njongo ifanelekileyo yephulo labo lePPC. Okungcono umxholo, aphezulu amathuba okuba iindwendwe ziguquke.

3. Khetha uhlobo lwephulo olukhethiweyo

Amashishini ayeza kulibhengeza phi kwaye njani iphulo lawo elihlawulelwayo? Yiloo nto iibrendi kufuneka ziqwalasele ngokulandelayo. Ngethamsanqa, banokhetho oluninzi, kunye nokukhetha kuxhomekeke apho banokufikelela khona ngakumbi kubaphulaphuli abajolise kubo. Njengomthetho wesithupha, amashishini anokuqala amancinci kwaye ahlengahlengise amaphulo awo ngokuthe ngcembe.

Khumbula ukuba indlela “yokuqala kancinane” ayinqumi kusetyenziswa iindlela ezahlukeneyo. Amashishini anokudibanisa naluphi na uhlobo oludweliswe ngezantsi-kodwa akufanele bayeke ukuvavanya kunye nokuphucula izicwangciso zabo.

• Phendla iintengiso: Ezi zezona ntengiso ziqhelekileyo zombhalo wePPC kwiziphumo zophendlo.

• Iintengiso zasekuhlaleni: Esikhundleni se-SERPs, ezi ntengiso ze-PPC zijolise kwiiplatifomu zentlalo ezifana ne-LinkedIn, i-Instagram, i-X (eyayisakuba yi-Twitter), kunye ne-Facebook. Zidla ngokuvela kwifidi yabaphulaphuli okanye kwamanye amacandelo eprofayile zabo.

• Bonisa iintengiso: Endaweni yombhalo kuphela, ezi ntengiso zisebenzisa imifanekiso ukuze ufumane amava abonakalayo. Zivela kwiiwebhusayithi zangaphandle, kuquka imidiya yoluntu. Abathengisi banokuzithenga ngeenethiwekhi ezifana ne-GDN (Inethiwekhi yokuBonisa kaGoogle).

• Ukuthenga kuGoogle: Iisayithi ze-E-commerce nazo zineentlobo zazo zeentengiso zePPC. Ezi ntengiso zibonisa amaxabiso, imifanekiso yeemveliso, kunye neenkcazo ezimfutshane ezisekelwe kumagama angundoqo ekujoliswe kuwo.

• Ukuthengisa kwakhona: Ezi ntengiso zijolise kwiindwendwe zangaphambili eziye zahamba ngaphandle kokwenza isenzo esifunwayo. Ngeentengiso zePPC, amashishini anokusebenzisa iikuki okanye uluhlu lwabafowunelwa ukufikelela kwaba banokuba ngabathengi.

4. Uphando lwamagama angundoqo lubalulekile—ungalihoyi

Amaphulo ahlala equlathe amaqela ahlukeneyo entengiso, kwaye intengiso yePPC ayohlukanga. Nangona kunjalo, amashishini kufuneka abeke amagama angundoqo kwiqela ngalinye le-ad ukuze ii-algorithms zokukhangela zazi ukuba ziboniswa phi kwaye nini. Indlela enkulu yokwandisa amagama angundoqo kukongeza enye ukuya kwesihlanu kwiqela ngalinye lentengiso.

Kodwa naliphi na igama elingundoqo aliyi kusebenza. Amagama angundoqo kufuneka ahambelane kakhulu nomxholo weqela leentengiso, okanye umgangatho womgangatho uya kuba ngaphantsi. Ukuba amanye amagama angundoqo awahambelani neqela leentengiso, amashishini anokwenza ahlukeneyo. Amagama angundoqo nawo awahlali esisigxina-abathengisi banokuwahlengahlengisa kulo lonke umkhankaso wePPC.

Ukuthetha ngokulungisa amagama angundoqo, amashishini kufuneka ahlaziye uluhlu lwawo rhoqo. Oku kubanceda basuse amagama angundoqo ngokusebenza okuphantsi okanye okungafunwayo kwaye babhide ngakumbi kwabo bakwenzayo. Nangona ukukhetha amagama angundoqo afanelekileyo kuyimfuneko, abathengisi abayi kuyifumana ngokugqibeleleyo kumzamo wokuqala-ungoyiki ukuzama amagama angundoqo amatsha.

5. Sebenzisa amandla okulandelela i-Google Analytics

Emva kokudala iphulo, amashishini adinga indlela ethembekileyo yokulandelela ukusebenza. Esinye sezona zixhobo zidumileyo (kwaye zikhululekile) kule njongo yi-Google Analytics. Inika ulwazi malunga nokusebenzisana komsebenzisi, ukusebenza kwewebhusayithi, kunye nomxholo kunye neendwendwe ezininzi. I-Google Analytics inikezela ngedatha ebalulekileyo enokunceda ukuphucula intengiso yePPC kunye nezinye izicwangciso zokuthengisa.

Iindlela ezi-4 ezifanelekileyo zokukhumbula xa uqhuba isicwangciso sePPC

Abathengisi kunye neebrendi kufuneka balandele ezinye iindlela ezilungileyo ngaphambi kokuchitha imali abayisebenzele nzima kwiintengiso. Nazi ezinye izicwangciso zePPC zokunceda ukwandisa iinzame kunye nohlahlo lwabiwo-mali. Le ngxoxo iya kugxila ngokukodwa kwiintengiso zokukhangela ezihlawulweyo, ezo zibonwa kwiinjini zokukhangela.

1. Yenza ikopi yentengiso yePPC ebandakanyayo

Ukubhida kumagama angundoqo ekujoliswe kuwo kubeka intengiso phambi kwabaphulaphuli abafanelekileyo, ngelixa ikopi yentengiso enyanzelisayo ikhuthaza ukucofa. Iintengiso kufuneka zihambelane nenjongo yomphandi ngokunikezela ngokucacileyo oko zikufunayo. Amashishini anokuqinisekisa njani ukuba iintengiso zawo ziyahambelana nenjongo yokukhangela? Ngokuqwalasela iimfuno zabathengi kunye nezizathu. Buza le mibuzo ilandelayo: Ziziphi iintlungu zabo? Kutheni besenza izigqibo zokuthenga? Imveliso inokujongana njani neemfuno zabo?

Ukuphendula le mibuzo kunceda ukwakha uluhlu lwamagama angundoqo ekujoliswe kuwo kwikopi yesikhangiso. Nangona kunjalo, iintengiso zokukhangela ziquka isihloko, i-URL, kunye nenkcazo emfutshane, nganye inomda wabalinganiswa. Ke, ukuba amashishini afuna ukwandisa le ndawo, anokwenza oku kulandelayo:

• Thetha ngokuthe ngqo kubaphulaphuli ekujoliswe kubo.

• Bandakanya igama elingundoqo.

• Ukubonelela nge-CTA ecacileyo nesebenzayo.

• Yenza eso sithembiso sibe nomtsalane.

• Sebenzisa ulwimi oluhambelana nephepha lokufika.

• Yenza iimvavanyo zokwahlulahlula kwe-A/B.

2. Iintengiso ze-A/B ze-PPC ngaphambi kokuqalisa

Abathengisi abafane bakhulule into kubaphulaphuli babo ngaphandle kokuyivavanya kuqala. Lo mgaqo usebenza kumaphulo e-PPC ngokunjalo. Njengoko bekutshiwo ngaphambili, uvavanyo lwe-A/B lubalulekile kulo naliphi na iphulo lentengiso elihlawulelwayo. Kodwa yeyiphi eyona njongo yokuvavanya iintengiso zePPC?

Injongo ephambili yokuvavanya kukunyusa i-clickthrough kunye nezinga lokuguqulwa. Ke, iintengiso zinezinto ezine eziphambili zokuvavanya: intloko, inkcazo, iphepha lokufika, kunye namagama angundoqo ekujoliswe kuwo. Okubangela umdla kukuba, naziphi na iinguqu (ezinkulu okanye ezincinci) kuzo naziphi na iziqendu zinokuchaphazela kakhulu iziphumo. Ke ngoko, yenza utshintsho ngexesha elinye ukuze ulandelele uphuculo ngokuchanekileyo.

Kuba amashishini anokuvavanya iinguqulelo ezininzi ngokwahlukeneyo, kungcono ukudwelisa iinketho ezinokubakho kwaye uzinike izinto eziphambili ngokusekwe kwimpembelelo enokubakho. Okokugqibela, vumela iintengiso ziqhube ixesha elide ngokwaneleyo ukuqokelela idatha eyaneleyo kwaye zivavanye kwangethuba ukunqanda ukuchitha uhlahlo lwabiwo-mali kwiintengiso ezingasebenzi kakuhle.

3. Lungiselela amaphepha okumisa

Ngokungathandabuzekiyo, eyona nxalenye ibalulekileyo yePPC, emva kwekopi yentengiso, liphepha lokufika elibonwa ngabatyeleli emva kokucofa intengiso. Eli phepha kufuneka lijoliswe kakhulu, lihambelana nentengiso, lizalisekise isithembiso, kwaye linike amava angenamthungo. Emva kwayo yonke loo nto, injongo yephepha lokufika kukuguqula iindwendwe zibe zikhokelo okanye abathengi, hayi ukubagxotha.

Ukongezelela, iphepha lokumisa eliphezulu eliguqukayo liphucula iNqaku loMgangatho. Umgangatho ophezulu wamanqaku uguqulela ekubekweni kweentengiso ezingcono. Kodwa akukho nto ibuhlungu kwinzuzo yePPC ngaphezu kwephepha lokufika eliyilwe kakubi. Iphepha lokufika lePPC kufuneka liquke ntoni ukonyusa iinguquko? Nazi izinto ezibalulekileyo:

• Isihloko esinamandla esihambelana nentengiso yokukhangela.

• Uyilo olucocekileyo kunye noyilo.

• Ifomu yokuphendula eneqhosha le-CTA elibalaseleyo.

• Ikopi ethile kunye nefanelekileyo ekujoliswe kuyo kumagama angundoqo.

• Ukuhanjiswa kwesithembiso esithenjisiweyo esivela kwintengiso.

• I-A/B ivavanyelwe ukufaneleka.

4. Yandisa i-ROI yephulo

Ukwandisa umkhankaso we-PPC we-ROI kubandakanya ukuqwalasela ixabiso lobomi bomthengi kunye neendleko zokufumana. La manqaku anceda ukumisela uhlahlo lwabiwo-mali lokufumana izikhokelo ezintsha kunye nokuba yimalini na amashishini anokuchitha kwiintengiso ezihlawulelwayo. Nanga amagalelo kunye neziphumo amashishini kufuneka agxininise: 1) ekunciphiseni iindleko ngokukhokela (CPL) kunye 2) nokunyusa ingeniso. Zininzi izinto eziphembelela ezi, ngoko ke nantsi inkcazo:

Iindlela zokunciphisa igalelo

• Ukuseta ibhajethi yentengiso ngaphambi kokuba uqalise.
• Ukwenza iintengiso ezifanelekileyo kakhulu kwiCPC esezantsi.
• Ukuphucula iNqaku loMgangatho ukunciphisa iindleko zokucofa.

Iindlela zokunyusa ingeniso

• Landela ezona ndlela zilungileyo zephepha lokufikela ukonyusa izinga loguqulo.
• Umgangatho ekujoliswe kuwo ukhokelela ngeentengiso ezithile, ukwandisa amathuba okuguqulwa kunye nokufumana abathengi.

Amazwi okugqibela

I-PPC isenokuba ikhona ixeshana (ukususela ngoo-1990), kodwa ifumana ingqalelo engakumbi namhlanje. Ngokuqhelekileyo, ukukhangisa okuhlawulelwayo kubandakanya ukubamba ingqalelo, okungelula kuluntu lwanamhlanje. Nangona kunjalo, i-PPC inikezela ngesisombululo esifanelekileyo sokuthintela uhlahlo lwabiwo-mali oluchithwayo, yiyo loo nto intengiso ye-PPC yenye yeendlela ezilungileyo zokufikelela kubaphulaphuli ngaphandle kokuxhomekeka kumanqanaba ezinto eziphilayo.