Ungayisebenzisa Kanjani I-PPC Advertising Ukukhulisa Ukufinyelela Kwakho Ngo-2024

Amabhizinisi awuqonda kahle kangakanani umqondo "wokukhangisa okukhokhelwayo?" Ingabe bazizwa beqiniseka ngokwanele ukwethula nokuphatha amasu aphumelelayo okukhokha ngokuchofoza (PPC)? Izibalo zibonisa lokho Ama-55% amabhizinisi amancane ase-US ukuzibandakanya ekukhangiseni ku-inthanethi, kodwa ukuthi ungathola kanjani okuningi ekukhangiseni kwe-PPC kuhlala kunzima kwabaningi.

Nokho, bonke abakhangisi kufanele okungenani baqonde izisekelo zokukhangisa kwe-PPC. Lo mhlahlandlela uzohlinzeka ngezeluleko zochwepheshe mayelana nezinzuzo zokukhangisa okukhokhelwayo nokuthi ungaqala kanjani imikhankaso ye-PPC ephumelelayo ngo-2024.

Okuqukethwe
Ukuqonda okuyisisekelo kokukhangisa kwe-PPC
Izinyathelo amabhizinisi angazithatha lapho edala imikhankaso ye-PPC
Izindlela ezi-4 ezihamba phambili okufanele uzikhumbule lapho usebenzisa isu le-PPC
Amazwi wokugcina

Ukuqonda okuyisisekelo kokukhangisa kwe-PPC

Ukukhangisa kwe-PPC kuvumela amabhizinisi ukuthi asebenzise imali ethile ukuze abonise iwebhusayithi yawo kuma-SERPs (amakhasi emiphumela yenjini yokusesha) ngemva kokusesha kwamagama angukhiye athile. Nokho, abathengisi bakhokha kuphela uma abasebenzisi bechofoza isikhangiso—ukuze ukusiveza ngeke kuhehe izindleko. I-PPC iyindlela enhle yokukhiqiza umkhondo wekhwalithi kanye ne-ROI ephezulu, kodwa kuphela lapho amabhrendi ekusebenzisa kahle.

Nakuba izikhangiso ze-PPC zivela kakhulu ezinjinini zokusesha, abathengisi bangakwazi futhi ukuzisebenzisa ezinkundleni zokuxhumana—yize amabhizinisi amaningi ekhetha i-CPM (izindleko zenkulungwane ngayinye) eziteshini zokuxhumana. UBeth Chernes, uchwepheshe we-SEO, uchaza ukuthi imikhankaso ye-PPC ingaheha amakhasimende ngokushesha, iwaqondise ezinsizeni zebhizinisi ngokushesha. Lokhu kusho ukuthi i-PPC igcwalisa isu le-SEO ngokuhlinzeka ngokuwina okusheshayo ngenkathi ukufinyelela kwemvelo kukhula.

Izinyathelo amabhizinisi angazithatha lapho edala imikhankaso ye-PPC

Manje njengoba amabhrendi eqonda izinzuzo zokukhangisa ze-PPC, angakha umkhankaso wekhwalithi. Izinyathelo ezilandelayo zizobonisa amabhrendi ukuthi angayenza kanjani imikhankaso ye-PPC ezisekelweni ezifana ne-Google AdWords.

1. Chaza amapharamitha omkhankaso

Okokuqala, qala inqubo yokwakha umkhankaso ngokusetha amapharamitha—lokhu kuqinisekisa ukuthi isikhangiso siqondise kubantu abalungile futhi senza kahle. Ingabe imigomo yebhizinisi isibekiwe kakade? Bese uziqondanise nomkhankaso wesikhangiso futhi ubone ukuthi uzoba nomthelela omuhle kangakanani ekuzifezeni.

Abathengisi kufanele futhi banqume ngemiphumela abayifunayo, njengokuqwashisa ngomkhiqizo, ukuvakasha, nokuthengisa, futhi babeke ibhajethi yokukufeza lokho. Okokugcina, le migomo ingasiza ekuchazeni izethameli eziqondiwe.

2. Setha imigomo ethile namamethrikhi ahlobene

Imigomo akufanele neze ibe yodwa. Kufanele ngaso sonke isikhathi zihambisane nezinjongo/amapharamitha ebhizinisi. Okubaluleke nakakhulu, amabhizinisi kufanele anqume ukuthi azoyilinganisa kanjani le migomo. Kodwa-ke, khumbula ukuthi amamethrikhi egoli ayahluka emikhankasweni, ngakho amabhrendi kumele ahlale ewaphatha ngendlela ehlukile. Nazi ezinye izinjongo ezijwayelekile ze-PPC kanye namamethrikhi azo ahlobene.

• Ukuqwashisa ngomkhiqizo: Lo mgomo ukala ukujwayelana kwezithameli nomkhiqizo. Amabhizinisi angakwazi ukukukala ngokulandela ukusebenzelana komphakathi, ithrafikhi eqondile, nezinhlolovo.

• Isizukulwane sokuhola: Lo mgomo uyenzeka lapho abathengisi behlanganisa ikhasi eliyisiqalo eliphelele nesu labo le-PPC. Bangakwazi ukuyilandelela ngamaphikseli okulandelela ezikhangiso ze-Google noma amapharamitha e-UTM kusuka kwamanye amathuluzi afana ne-HubSpot.

• Amaphromoshini: Omunye umgomo omuhle wezikhangiso ze-PPC ukuthi ukukhushulwa kungasiza ukuheha abathengi abasha futhi kuvuselele intshisekelo yamakhasimende abuyayo. Amabhizinisi angalandelela abasebenzisi bawo abashayelwa yizikhangiso ngezaphulelo zesikhathi esilinganiselwe, amakhodi esaphulelo ahlukile, namakhasi okubhalisa azinikele.

• Ukuthengisa: Lo mgomo ubonisa ukuthi mingaki imikhiqizo/amasevisi amabhizinisi athengisa ngemizamo ye-PPC. Bangakwazi ukuyilandelela kalula ngokubika kwesibaluli noma isofthiwe ye-CMS.

• Ithrafikhi yesayithi: Ingabe amabhizinisi anokuqukethwe kwekhwalithi ephezulu? Bese, ukwanda kwethrafikhi yesayithi kuwumgomo ophelele womkhankaso wabo we-PPC. Uma okuqukethwe kungcono, ayanda amathuba okuba izivakashi ziguquke.

3. Khetha uhlobo lomkhankaso oluncamelayo

Amabhizinisi angawukhangisa kuphi futhi kanjani umkhankaso wawo okhokhelwayo? Yilokho amabhrendi okufanele akucabangele ngokulandelayo. Ngenhlanhla, banezinketho eziningi, nokukhetha kuye ngokuthi bangafinyelela kuphi izethameli zabo eziqondiwe. Njengomthetho wesithupha, amabhizinisi angaqala amancane futhi alungise imikhankaso yawo kancane kancane.

Khumbula ukuthi indlela “yokuqala kancane” ayinqamuki kusetshenziswa izindlela ezihlukene. Amabhizinisi angahlanganisa noma yiluphi uhlobo olusohlwini olungezansi—kodwa akumele ayeke ukuhlola nokucwenga amasu awo.

• Sesha izikhangiso: Lezi yizikhangiso zombhalo ze-PPC ezivame kakhulu emiphumeleni yosesho.

• Izikhangiso zomphakathi: Esikhundleni sama-SERPs, lezi zikhangiso ze-PPC ziqondise izinkundla zokuxhumana ezifana ne-LinkedIn, Instagram, X (eyayiyi-Twitter ngaphambilini), ne-Facebook. Ngokuvamile zivela kokuphakelayo kwezithameli noma kwezinye izingxenye zamaphrofayela abo.

• Khombisa izikhangiso: Esikhundleni sombhalo kuphela, lezi zikhangiso zisebenzisa izithombe ukuze uthole ulwazi oluthe xaxa olubukwayo. Zivela kumawebhusayithi angaphandle, okuhlanganisa nenkundla yezokuxhumana. Abathengisi bangazithenga ngamanethiwekhi afana ne-GDN (Google Display Network).

• Ukuthenga ku-Google: Izingosi ze-E-commerce nazo zinezinhlobo zazo zezikhangiso ze-PPC. Lezi zikhangiso zibonisa izintengo, izithombe zemikhiqizo, nezincazelo ezimfushane ezisekelwe kumagama angukhiye okuqondiwe.

• Ukumaketha kabusha: Lezi zikhangiso zigxile ezivakashini zangaphambilini ezihambe ngaphandle kokwenza isenzo esifiswayo. Ngezikhangiso ze-PPC, amabhizinisi angasebenzisa amakhukhi noma uhlu lokuxhumana ukuze afinyelele lawa makhasimende angaba khona.

4. Ucwaningo lwamagama angukhiye lubalulekile—ungalushayi indiva

Imikhankaso ivamise ukuhlanganisa amaqembu ezikhangiso ahlukene, futhi ukukhangisa kwe-PPC akuhlukile. Kodwa-ke, amabhizinisi kufanele asethe amagama angukhiye eqembu ngalinye lesikhangiso ukuze ama-algorithms osesho azi ukuthi kufanele aboniswe kuphi futhi nini. Indlela enhle yokwandisa amagama angukhiye iwukwengeza elilodwa kuya kwamahlanu eqenjini ngalinye lesikhangiso.

Kodwa noma yiliphi igama elingukhiye ngeke lisebenze. Amagama angukhiye kufanele ahambisane kakhulu netimu yeqembu lesikhangiso, noma umphumela wekhwalithi uzoba ngaphansi. Uma amagama athile angukhiye engalingani neqembu lesikhangiso, amabhizinisi angadala ahlukene. Amagama angukhiye nawo awawona unomphela—abathengisi bangawalungisa kuwo wonke umkhankaso we-PPC.

Ekhuluma ngokulungisa amagama angukhiye, amabhizinisi kufanele abuyekeze uhlu lwawo njalo. Lokhu kuzisiza ukuthi zisuse amagama angukhiye ngokusebenza okuphansi noma okungafunwa futhi zibhide okwengeziwe kulawo awenzayo. Nakuba ukukhetha amagama angukhiye alungile kudingekile, abathengisi ngeke bakuthole kahle lapho bezama okokuqala—ungesabi ukuzama amagama angukhiye amasha.

5. Sebenzisa amakhono okulandelela i-Google Analytics

Ngemuva kokudala umkhankaso, amabhizinisi adinga indlela ethembekile yokulandelela ukusebenza. Elinye lamathuluzi aziwa kakhulu (namahhala) ale njongo i-Google Analytics. Inikeza imininingwane ngokusebenzisana kwabasebenzisi, ukusebenza kwewebhusayithi, nokuqukethwe okunezivakashi eziningi. I-Google Analytics inikeza idatha ebalulekile engasiza ukuthuthukisa ukukhangisa kwe-PPC namanye amasu okumaketha.

Izindlela ezi-4 ezihamba phambili okufanele uzikhumbule lapho usebenzisa isu le-PPC

Abathengisi namabhrendi kufanele balandele ezinye izindlela ezihamba phambili ngaphambi kokusebenzisa imali abayisebenzele kanzima ezikhangisweni. Nawa amanye amasu e-PPC ukusiza ukukhulisa imizamo kanye nesabelomali. Le ngxoxo izogxila kakhulu ezikhangisweni zokusesha ezikhokhelwayo, lezo ezibonwa ezinjinini zokusesha.

1. Yenza ikhophi yesikhangiso ye-PPC ehehayo

Ukubhida kumagama angukhiye ahlosiwe kubeka isikhangiso phambi kwezithameli ezifanele, kuyilapho ikhophi yesikhangiso ephoqelelayo ikhuthaza ukuchofoza. Izikhangiso kufanele zihambisane nenjongo yeseshi ngokunikeza ngokucacile ezikufunayo. Amabhizinisi angaqinisekisa kanjani ukuthi izikhangiso zawo zihambisana nenjongo yosesho? Ngokucabangela izidingo nezisusa zamakhasimende. Buza le mibuzo elandelayo: Yiziphi amaphuzu abo ezinhlungu? Kungani benza izinqumo zokuthenga? Umkhiqizo ungabhekana kanjani nezidingo zabo?

Ukuphendula le mibuzo kusiza ukwakha uhlu lwamagama angukhiye okuhlosiwe wekhophi yesikhangiso. Nokho, izikhangiso zosesho zifaka phakathi isihloko, i-URL, nencazelo emfushane, ngayinye enemikhawulo yezinhlamvu. Ngakho-ke, uma amabhizinisi efuna ukwandisa lesi sikhala, angenza lokhu okulandelayo:

• Khuluma ngqo nezithameli eziqondiwe.

• Faka igama elingukhiye eliyinhloko.

• Nikeza nge-CTA ecacile nesebenzayo.

• Yenza okunikezwayo kukhange.

• Sebenzisa ulimi oluhambisana nekhasi lokubikezela.

• Yenza ukuhlolwa kokuhlukaniswa kwe-A/B.

2. Hlola izikhangiso ze-PPC ze-A/B ngaphambi kokwethulwa

Abakhangisi abavamile ukukhiphela izethameli zabo okuthile ngaphandle kokukuhlola kuqala. Lo mgomo uyasebenza nasemikhankasweni ye-PPC. Njengoba kushiwo ngaphambili, ukuhlolwa kwe-A/B kubalulekile kunoma yimuphi umkhankaso wesikhangiso okhokhelwayo. Kodwa uyini umgomo wangempela wokuhlola izikhangiso ze-PPC?

Umgomo oyinhloko wokuhlola uwukukhuphula izinga lokuchofoza nezinga lokuguqulwa. Ngakho-ke, izikhangiso zinezici ezine ezibalulekile okufanele zihlolwe: isihloko, incazelo, ikhasi lokubikezela, namagama angukhiye okuqondiwe. Kuyathakazelisa ukuthi noma yiziphi izinguquko (ezinkulu noma ezincane) kunoma iyiphi yalezi zingxenye zingathinta kakhulu imiphumela. Ngakho-ke, yenza izinguquko ngesikhathi esisodwa ukuze ulandelele ukuthuthukiswa ngokunembile.

Njengoba amabhizinisi angahlola ukuhlukahluka okuningi ngakunye, kungcono ukuklelisa ongakhetha kukho futhi uzinikeze izinto eziza kuqala ngokusekelwe kumthelela ongaba khona. Okokugcina, vumela izikhangiso zidlale isikhathi eside ngokwanele ukuze ziqoqe idatha eyanele futhi zihlole kusenesikhathi ukuze ugweme ukuchitha isabelomali ngezikhangiso ezingenzi kahle.

3. Lungiselela amakhasi okufika

Ngokungangabazeki, ingxenye ebaluleke kakhulu ye-PPC, ngemuva kwekhophi yesikhangiso, yikhasi lokufika elibonwa izivakashi ngemuva kokuchofoza isikhangiso. Leli khasi kufanele liqondiswe kakhulu, lihambisane nesikhangiso, ligcwalise isithembiso, futhi linikeze ulwazi olungenazihibe. Phela inhloso yekhasi lokufikela ukuguqula izivakashi zibe umkhondo noma amakhasimende, hhayi ukubaxosha.

Ukwengeza, ikhasi lokubikezela eliguqulela phezulu lithuthukisa Umphumela Wekhwalithi. Umphumela Wekhwalithi ephezulu uhumushela ekubekweni okungcono kakhulu kwezikhangiso. Kodwa akukho lutho olulimaza izinzuzo ze-PPC ngaphezu kwekhasi lokufika eliklanywe kabi. Yini okufanele ikhasi lokubikezela le-PPC lifake ukukhulisa ukuguqulwa? Nazi izinto ezibalulekile:

• Isihloko esiqinile esihambisana nesikhangiso sosesho.

• Idizayini ehlanzekile nesakhiwo.

• Ifomu lokuphendula elinenkinobho ye-CTA evelele.

• Ikhophi eqondile nehambisanayo eqondise amagama angukhiye.

• Ukulethwa komnikelo othenjisiwe kusukela esikhangisweni.

• I-A/B ihlolelwe ukuthuthukiswa.

4. Khulisa i-ROI yomkhankaso

Ukukhulisa i-ROI yomkhankaso we-PPC kuhilela ukucabangela inani lokuphila kwekhasimende kanye nezindleko zokutholwa. Lawa maphuzu asiza ukunquma isabelomali sokuthola imikhondo emisha nokuthi amabhizinisi angasebenzisa malini ekukhangiseni okukhokhelwayo. Nakhu okokufaka kanye nemiphumela amabhizinisi okufanele agxile kukho: 1) ekwehliseni izindleko ngomthofu ngamunye (CPL) kanye no-2) nokwenyusa imali engenayo. Ziningana izici ezithonya lokhu, ngakho-ke nakhu ukuhlukaniswa:

Izindlela zokunciphisa okokufaka

• Ukusetha ibhajethi yesikhangiso ngaphambi kokuqala.
• Ukudala izikhangiso ezihambisana kakhulu ku-CPC ephansi.
• Ukuthuthukisa Ikhwalithi Yekhwalithi ukuze unciphise izindleko zokuchofoza.

Izindlela zokwandisa imali engenayo

• Landela izinqubo ezihamba phambili zekhasi lokubikezela ukuze uthuthukise amanani okuguqulwa.
• Ikhwalithi eqondisiwe ihola ngezikhangiso ezithile, okwandisa amathuba okuguqulwa nokutholwa kwamakhasimende.

Amazwi wokugcina

Kungenzeka ukuthi i-PPC isinesikhathi eside ikhona (kusukela ngeminyaka yawo-1990), kodwa ithola ukunakwa okwengeziwe namuhla. Ngokuvamile, ukukhangisa okukhokhelwayo kuhilela ukubamba ukunaka, okungelula emphakathini wanamuhla. Kodwa-ke, i-PPC inikeza ikhambi eliphelele lokuvimbela izabelomali ezimoshiwe, yingakho ukukhangisa kwe-PPC kungenye yezindlela ezingcono kakhulu zokufinyelela izethameli ngaphandle kokuthembela kumazinga ezinto eziphilayo.