Umhlahlandlela Omangalisayo Wokubhida Kwezikhangiso ze-Amazon

I-Amazon isiphenduke imakethe enkulu kunazo zonke eku-inthanethi endaweni yanamuhla ye-e-commerce, eqongelela izigidi zamakhasimende nezigidigidi zabathengisi emhlabeni jikelele. Ngakho-ke, akumangazi ukuthi kunokuncintisana okunzima endaweni yesikhulumi, njengoba amabhizinisi amaningi elwela ukukhulisa ukuthengisa futhi aqhubekisele phambili ukugcwala emikhiqizweni yawo.

Ngokujabulisayo, ukubhida kwezikhangiso ze-Amazon kungasiza amabhrendi ukuthi athuthukise ukubonakala kwawo, akhulise ithrafikhi yawo futhi andise ukuthengisa kwawo. Kodwa ngamasu amaningi kangaka ahlukene atholakalayo, kungathatha isikhathi ukunquma ukuthi iyiphi okufanele ilandelwe.

Lesi sihloko sizofaka konke amabhizinisi adinga ukukwazi mayelana nokubhida kwezikhangiso ze-Amazon, okuhlanganisa izinhlobo zawo ezihlukene namathiphu awusizo ukusiza amabhrendi abhide ngempumelelo endaweni yemakethe eku-inthanethi.

Okuqukethwe
Izisekelo zokubhida kwe-Amazon
Izinhlobo zokukhomba ongazisebenzisa e-Amazon
Izinhlobo zokubhida kwezikhangiso ze-Amazon
Amathiphu okusiza ukukhetha isu elilungile lokubhida
Ukuhlanganisa

Izisekelo zokubhida kwe-Amazon

Ukubhida kwe-Amazon kusebenzisa uhlelo lwendali oluvumela abathengisi ukuthi babhide ngamagama angukhiye noma imikhiqizo bafisa ukukala. Uma igama lokusesha lomthengi lifana namagama angukhiye ahlosiwe omkhiqizo, i-Amazon inikeza izikhangiso kuye ngenani lebhidi, ukubaluleka kwesikhangiso, nokusebenza kwangaphambilini. Amabhizinisi anamagama angukhiye athengiswa kakhulu futhi abiza inani eliphakeme kakhulu awina endalini, futhi i-Amazon ikhombisa izikhangiso zabo kumakhasimende angaba khona.

Abakhangisi bakhokha kuphela lapho amakhasimende echofoza ezikhangisweni zabo; lolu hlelo lubizwa nge-cost-per-click noma ukukhangisa kwe-CPC.

Amabhizinisi afuna inzuzo yesikhathi eside kufanele athuthukise isu lawo lokubhida endawenikazi, acabangele izici ezifana nesabelomali, imigomo yokukhangisa, nezithameli eziqondiwe. Kubalulekile futhi ukuhlola ukusebenza komkhankaso njalo, ubuyekeze amagama angukhiye ukuze uthuthukise ukuhambisana nezikhangiso, futhi ulungise amabhidi lapho kudingeka, njengoba lokhu kuqinisekisa ukuthi ahlala encintisana ngokuqhubekisela phambili ithrafikhi eya ohlwini lwemikhiqizo yawo.

Izinhlobo zokukhomba ongazisebenzisa e-Amazon

Amabhizinisi angasebenzisa izinhlobo ezimbili zokukhomba kwe-Amazon lapho ehlela amagama angukhiye emikhankaso yokukhangisa. Lokhu ukukhomba okuzenzakalelayo kanye nokukhomba mathupha.

Ukuqondisa okuzenzakalelayo

Amabhizinisi angasebenzisa isici se-algorithm ye-Amazon ukwenza ukubekwa okufanelekile namagama angukhiye asuselwe kumakhathalogi womkhiqizo, izigaba, namaphethini okusesha amakhasimende. I-Amazon inikezela ngezinhlobo ezine zokufanisa lapho isetha ukukhomba okuzenzakalelayo:

Vala okufanayo: Lokhu kuzokhiqiza amagama angukhiye ahlobene eduze nemikhiqizo.

Okufanayo okuxekethile: Lokhu kuzokhiqiza amagama angukhiye ahlobene kancane nezinto.

Okuhambisanayo: Izobonisa izikhangiso kumakhasimende avakashela amakhasi emikhiqizo ehambisana nezinto (isibonelo, ukubonisa izikhangiso zomuthi wokuxubha engxenyeni yesixubho)

Okushintshwayo: Lokhu kuzobonisa izikhangiso kubathengi abavakashela amakhasi omkhiqizo anezinto ezifanayo.

Ngenkathi bebhida, abathengisi bangalungisa amabhidi abo ngokusekelwe eqenjini lesikhangiso uma kukhona ukufakwa kuhlu okumbalwa. Nokho, amaqembu ezikhangiso anokufakwa kuhlu okumbalwa awakwazi ukuhlonza imiphumela engcono kakhulu. Ngakho-ke, ukukhawulela inani lokufakwa kuhlu eqenjini elilodwa lesikhangiso kunconywa ngokwengeza kuphela amasegimenti ahlobene eduze.

Ukuqondisa okuzenzakalelayo kulungele abathengisi abasha noma imikhiqizo enamakhathalogi amakhulu emikhiqizo, njengoba i-Amazon iphatha lonke ucwaningo lwamagama angukhiye, okwenza kube lula ukuqhuba imikhankaso.

buhle:

- Kalula nakakhulu

- Ukuchitha isikhathi esincane

- Isiza ukwenza imikhiqizo emisha noma izigaba zibonakale

- Idinga kancane noma akukho ubuchwepheshe

bawo:

- Ukulawula okulinganiselwe kwamagama angukhiye okuqondiwe

- Amathuba amancane okuguqulwa

- Kubiza kakhulu uma kungagadiwe kahle

Ukukhomba mathupha

Ukukhomba mathupha kuvumela abathengisi ukuthi bakhethe amagama abo angukhiye nokubeka izikhangiso zabo. Ilungele amabhizinisi aziqonda kahle izethameli eziqondiswe kubo, njengoba emathubeni amaningi okuzuza ngokuchofoza nokuguqulwa. I-Amazon inikeza izinhlobo ezintathu zokufanisa zamagama angukhiye kulokhu kukhomba. Kunjalo:

Ukufanisa okubanzi: Icupha lapho amakhasimende esesha amagama angukhiye aqondiswe kunoma iyiphi indlela, okuhlanganisa amagama afanayo. Lezi zinhlobo zokufanisa aziqinisekisi imiphumela emihle kodwa zifanele ukuqoqwa kwedatha.

Ukufanisa imisho: Icupha uma umthengi esesha amagama angukhiye ngokulandelana okufanayo, okuhlanganisa iziqalo noma izijobelelo.

Okufana ncamashi: Lokhu kuzobonisa kuphela isikhangiso uma umthumeli esebenzisa amagama afanayo njengamagama angukhiye aqondiwe. Le nketho idala ukuguqulwa okuningi futhi yehlise nezindleko.

Amabhizinisi angafaka amabhidi kumagama angukhiye namaleveli eqembu lesikhangiso ekuqondiseni mathupha. Nokho, ukubhida ezingeni lamagama angukhiye kungcono njengoba kulungele kangcono ukuthengiswa kwesizini.

buhle:

- Ukulawulwa okwengeziwe kwamagama angukhiye okuqondiwe

- Kwenziwa ngokwezifiso kalula ukuze kuhlangatshezwane nezinhloso ezithile zomkhankaso

- Amathuba aphezulu okuguqulwa kokuchofoza okubalulekile

- Kushibhile uma kwenziwa ngempumelelo

bawo:

- Kuyakhathaza futhi kudla isikhathi

- Idinga ukulungiswa okuqhubekayo kanye nokwenza kahle ukuze kugcinwe ukusebenza kahle

- Idinga ubuchwepheshe ocwaningweni lwamagama angukhiye nasekukhangiseni kanye nolwazi oluhle lwezithameli eziqondiwe

Izinhlobo zokubhida kwezikhangiso ze-Amazon

Ukubhida ezingeni lokubeka

Le ndlela isho ukubhida ekubekeni izikhangiso ezithile emiphumeleni yosesho ephezulu ye-Amazon noma emakhasini emininingwane yomkhiqizo. Abakhangisi bangalungisa amabhidi abo ngokusekelwe ekusebenzeni kwesikhangiso nomthelela waso ezinhlosweni zabo zomkhankaso. Ivamise ukusetshenziselwa ukukhomba ukubekwa okusezingeni eliphezulu futhi kuvinjwe lezo ezingasebenzi kahle.

Ukubhida kuleveli yegama elingukhiye

Amanani ebhidi abekwe kumagama angukhiye athile nemishwana ehambisana nomkhiqizo noma izethameli eziqondiwe. Amabhizinisi angalungisa amabhidi kuye ngokusebenza kwamagama angukhiye angawodwana.

Izikhathi ezikhethekile okufanele zicatshangelwe

Isho izikhathi ezithinta imikhankaso yokukhangisa ye-Amazon, njengamaholide esizini noma imicimbi ebalulekile yokuthengisa.

Amabhizinisi ayelulekwa ukuthi alungise amasu awo asafufusa ukuze azuze ngawo ngalezi zikhathi. Kungaba ngokukhuphula amabhidi wamagama angukhiye athile adingeka kakhulu ngalezo zikhathi zonyaka kanye nokulungisa isabelomali sawo ukuze kugcinwe ukusetshenziswa kwezikhangiso okwenyuka okungase kuvele ngenxa yokuncintisana okukhulu ngalezo zikhathi zonyaka.

Amathiphu okusiza ukukhetha isu elilungile lokubhida

Ukubhida okunamandla (phansi kuphela) ukubheja okuphephile

Isu lokubhida okuphansi kuphela lehlisa ngokuzenzakalelayo amabhidi ngokuchofoza okumbalwa okungase kuphenduke ukuthengisa. I-Amazon izonciphisa ibhidi ngokufika ku-100% ngokuzenzakalelayo kuwo wonke umkhankaso oqhubekayo, inciphise ubungozi bokumoshwa kwezindleko zokukhangisa.

Le nketho ifanele isu eligxile enzuzweni futhi iyinketho ephephile kubathengisi abasha be-Amazon noma amabhizinisi anesabelomali esilinganiselwe.

Ukubhida okunamandla (phezulu naphansi) kuyingozi kakhulu

Lapha, i-Amazon iphakamisa ibhidi kuze kufike ku-100% uma ukuchofoza kungase kuguqule futhi kunyuke ngo-50% kukho konke okunye ukubekwa. Izophinda yehlise ibhidi kufika ku-100% uma ukuchofoza kunethuba elincane lokuguqula. Bangakwenzela amabhidi ekubekweni emiphumeleni yosesho yekhasi lokuqala.

Leli su linolaka kakhulu futhi lidinga ukukhangisa ochwepheshe nolwazi lokuthuthukisa imikhankaso. Amabhizinisi angasebenzisa leli su uma amabhidi engazinzile kakhulu emakethe yawo, njengoba evumelana nezimo futhi eholela ekuthengisweni okwengeziwe.

Noma kunjalo, ingase inyuse noma yehlise izindleko zokukhangisa ngokuya ngamathuba okuguqulwa, ngakho-ke akukhuthazwa.

Amabhidi angaguquki ayindlela yokuya emikhiqizweni emisha

Amabhidi angaguquki avumela abathengisi ukuthi babeke inani elithile lebhidi endaweni ngayinye kanye negama elingukhiye, baqinisekise ulawulo olukhulu phezu kwezindleko nembuyiselo ekutshalweni. Njengoba i-Amazon ingeke ilungise ibhidi ngokusekelwe ekuguquleni, amabhizinisi angasungula isisekelo sokufeza okuthile futhi abikezele kalula izindleko zawo zokukhangisa. Abakhangisi bangase bazuze kulokhu ngokuqhuba imikhankaso emisha kuyilapho i-Amazon isaqoqa idatha.

Amabhidi angashintshi alungele ukukhuliswa ukuqwashisa ngomkhiqizo nokukhulisa umbono. Ngeshwa, kungabangela ukukhokha ngokweqile njengoba i-Amazon isebenzisa ibhidi ehleliwe kukho konke ukubekwa, kungakhathaliseki ukuthi kuzoholela ekuguquleni.

Gada i-CPC

Izindleko ngokuchofoza ngakunye ziyimethrikhi ebalulekile ekukhangiseni ebonisa ukuthi amabhizinisi kufanele akhokhe malini ngokuchofoza ngakunye esikhangisweni sawo. Ngakho-ke, ukuqapha i-CPC kanye nokulungisa amabhidi lapho kudingeka kubalulekile ukuze ugweme ukusebenzisa ngokweqile amagama angukhiye noma ukubekwa okungenzi kahle.

Cabanga ukusebenzisa i-Amazon AI

Amabhizinisi angacabangela ukusebenzisa i-AI ye-Amazon ukuze alungiselele ngokuzenzakalelayo amabhidi awo ngokusekelwe ekusebenzeni komkhankaso, ikakhulukazi uma enamakhathalogi amakhulu emikhiqizo noma izinsiza zezimali ezilinganiselwe, njengoba kuthuthukisa ukusebenza kahle kwezindleko futhi kusiza isikhathi samahhala seminye imisebenzi.

Ukuhlanganisa

Ukubhida kwezikhangiso ze-Amazon kuyingxenye ebalulekile yokukhangisa endawenikazi, futhi amabhizinisi afuna ukukhulisa imali engenayo kumele abe yingcweti yobuciko bokubhida. Bangakwazi ukukufeza ngokusebenzisa isu elifanele lokubhida ngokufunda mayelana nezithameli abazihlosile futhi bathuthukise ukusebenza komkhankaso wabo ukuze bahole umncintiswano.

Bobabili abathengisi abasha nabe-pro-Amazon kumele bahlale benolwazi ngezitayela nezinqubo ezihamba phambili ku-Amazon Ads, baqiniseke ukuthi basebenzisa amathuluzi ahlukahlukene atholakalayo. Amabhizinisi angahlola futhi athuthukise indlela yawo yomkhankaso ukuze athuthukise ukusebenza kahle kwemikhankaso yawo futhi azuze impumelelo ehlala njalo kunkundla yokuncintisana.