Konke Odinga Ukukwazi Ngobuhlakani Bokufakelwa kanye Nomphumela Wako ku-PPC, Abomdabu, kanye Nokukhangisa Kokubonisa

Ukuhlakanipha okungekhona okwangempela

Kulo nyaka ngenze imisebenzi embalwa yokuvelela. Enye bekuyingxenye yokuthuthuka kwami ​​kobungcweti, ukufunda konke engingakufunda ngobuhlakani bokufakelwa (i-AI) nokumaketha, kanti enye ibigxile ocwaningweni lwaminyaka yonke lobuchwepheshe besikhangiso bomdabu, ngokufana nalokhu okwethulwe lapha ngonyaka odlule - i-2017 Native Advertising Technology Landscape.

Ngangingazi ngaleso sikhathi, kodwa i-ebook yonke yaphuma ocwaningweni olwalandela lwe-AI, "Konke Odinga Ukukwazi Ngokumaketha Kwezibalo kanye Nobuhlakani Bokufakelwa. ” Empeleni iyikho konke odinga ukukwazi mayelana nokumaketha kanye ne-AI namuhla nomthelela wayo kuma-analytics, okutholakele, okuphethwe nabezindaba abakhokhelwayo. Ngenxa yalokhu, ngithanda ukuhlanganyela engikufundile ngiqhuba lonke lolu cwaningo lwakamuva ochungechungeni lwezingxenye ezimbili.

Ingxenye yokuqala izogxila kumthelela we-AI kwimidiya ekhokhelwayo ukufaka iPPC, ukubonisa nokukhangisa komdabu. Lokho kuzohlangana kube yindatshana yesibili egxile kuphela kumkhakha wobuchwepheshe bokukhangisa bomdabu kulo nyaka. Ikhule ngo-48% kusuka ngonyaka odlule.

Ngaphambi kokuthi siqale ngomthelela we-AI kwimidiya ekhokhelwayo kufanele siqale sibheke umthelela wayo kuma-analytics. Lokho, mhlawumbe, ngaphezu kwanoma yini enye kunomthelela oqonde kakhulu kwimidiya ekhokhelwayo.

I-Artificial Intelligence ne-Analytics

Iningi lethu lijwayele ukusebenzisa eyodwa yezinkundla ezinkulu ezintathu noma ngaphezulu zezibalo. Bazohlala bengenagama. Lezi zinkundla ziphinde zibe nezindawo zokukhangisa eziku-inthanethi ezinkulu kunazo zonke emhlabeni. Abanaso isisusa esiningi sokusisiza sisebenzise imali encane futhi sizuze okuningi.

Ngenxa yalokho, bagxila kuphela kudatha efinyelela ezingeni elilodwa kude namawebhusayithi ethu. Nakhu okubukeka ngathi:

Izinga elilodwa lokwehlukana

Iningi lethu selikhulile lalijwayele ukubheka ama-analytics kule modeli yesichasiso. Kodwa-ke, le modeli imelela kuphela ama-20% wemininingwane etholakala ngaphakathi kwendawo yethu yethonya ku-inthanethi. Uma sifuna ukubuka amanye ama-80% imodeli izodinga ukugxila kudatha ama-degree amathathu kude namawebhusayithi ethu. Nakhu okubukeka ngathi:

Izigaba ezintathu zokuhlukana

Kusetshenziswa i-AI ukudonsa imifudlana eminingi ehlelekile nengahlelekile yedatha, ama-analytics angabona cishe i-100% ye-topical sphere yewebhusayithi yethonya online, ukuvula i-80% esingayiboni sisebenzisa eyodwa yezinkundla ezinkulu ezintathu zokuhlaziya. Kuyafana nokubuka i-Intanethi kanjena:

Ukubukwa kwe-3D kwe-Intanethi

Ngokuphikisana nje nalo mbono osinikwa yibo abathathu abakhulu:

Ukubuka okukodwa kwe-Intanethi

Ukuba nalo mbono kunomthelela omkhulu kakhulu kwimidiya etholakele, ephethwe futhi ekhokhelwayo futhi ngihlola isigaba ngasinye kanye nezigaba zazo ku-ebook yami entsha. Kodwa-ke, ngale ndatshana ake sibheke umthelela wayo kwimidiya ekhokhelwayo ikakhulukazi.

Ubuhlakani Bokuzenzela kanye Nokukhangisa Kokubonisa

Izinkulumo ezithi “programmatic” nokuthi “real-time bidding” (RTB) bekulokhu kuyisiphithiphithi eminyakeni eminingana edlule ekubonisweni naseduze, nemithombo yezindaba ekhokhelwayo ngokujwayelekile. Kwesinye isikhathi, le misho ixoxwa eceleni kwe-AI, ukufundwa komshini nokucutshungulwa kolimi lwemvelo. Ngenkathi zombili izinhlelo nezinhlelo ze-RTB zine-tinge ye-AI, zimele ubuchwepheshe bebhuloho obuhambisa ukukhangisa kokubonisa kusuka esimweni sayo samanje sokusebenza obala, kuye ekusaseni eliphelele futhi elivelayo.

Ubuchwepheshe obubili buzoba nomthelela omkhulu kulolu shintsho - i-AI ne-blockchain. Isikhala sokubonisa silwa nobala nokubekwa obala. Kunabantu abaningi besithathu laphaya abafaka izandla zabo esitsheni sikaswidi bese bebamba amasenti ngesikhathi sezabelomali zethu eziyigugu esizichithile. Faka kulokho okuminzile kwama-spam bots enza ukukhwabanisa kokuchofoza futhi unohlelo olugcwele izinkinga.

Ngokwesilinganiso, ukukhangisa kokubonisa kune- isilinganiso esingu-0.05% sokuchofoza. Kulawo ma-click-throughs angama-30 kuya ku-40% kuphela wawo angabhampi ngokushesha. Ukungasebenzi kahle kwalesi siteshi kuyamangaza. Isikhangiso sokuqala sokubonisa sasivela ku-AT & T emuva ngo-1994 futhi sinezinga lokuchofoza elingu-44%. Ngo-1998 amanani okuchofoza ehla kakhulu - kusondele kulokho esikubonayo namuhla.

Izindaba ezimnandi ukuthi ubuchwepheshe busiza ukulungisa lezi zinkinga ngokungasebenzi kahle. Esimweni sokuhlola esiqhutshwa yi-AI esinama-degree amathathu wokunikezela kude newebhusayithi, imikhiqizo ngeke nje ikwazi ukubona iziteshi ezisebenza kahle kakhulu ezihambisa ithrafikhi kubo, kepha zonke iziteshi ezishayela kahle ithrafikhi kuyo yonke iwebhusayithi ehlakaniphile embonini yabo naseduze.

Ngama-analytics aqhutshwa yi-AI, imikhiqizo izokwazi kahle lapho kudingeka iphindwe kabili nalapho badinga ukudonsa isabelomali. Leli zinga lokuqonda lisiza amanani aphindwe kabili, ngisho nakathathu okuchofoza kanye nokusebenza okuphelele kokuchofoza kokuthunyelwe kokubonisa ukukhangisa.

Ubuhlakani Bokufakelwa kanye ne-Pay Per Click

Izixazululo ze-analytics eziqhutshwa yi-AI zingaveza imishwana yamagama angukhiye enomthelela omkhulu wohlobo lomkhiqizo isebenzisa imithombo eminingi yedatha engahlelekile. I-PPC akuyona eyokukhangisa ku-Google kuphela. Ikhomba izikhala futhi ichaze amagama angukhiye amasha, ukulungiswa kwebhidi namaqembu esikhangiso. Isiza abathengisi ukuphatha kahle isabelomali sabo.

Ukuhlanganiswa okungenzeka kwemishwana yamagama asemqoka, amaqembu ezikhangiso, ukukhomba, njll. Kucishe kungapheli komkhiqizo. Ukuvumela le datha enkulu ukuthi ihlaziywe kusetshenziswa ama-analytics aqhutshwa yi-AI kuyindlela ephumelela kunazo zonke yokuqinisekisa ukuthi umkhiqizo utshala imali kuzinhlanganisela nezimvume ezingcono kakhulu.

Kusetshenziswa imishini yokufunda ukwenza ngcono kuphela ngokuhamba kwesikhathi. Kuhlala kuthuthukiswa ukushayela imali engenayo noma yiziphi izinhloso ezisungulelwe i-PPC. Ngemvelo yesikhathi sangempela, ama-analytics aqhutshwa yi-AI asetshenziselwa ukunika amandla ukuphathwa kwe-akhawunti, kubaluleke kakhulu emikhiqizweni ezwela ekusetshenzisweni okusheshayo kwesizini, emakethe noma kumashifu wabathengi.

Ngenkathi i-AI yenze imigwaqo eminingi yokuphela ku-PPC, namanje ayikho ezingeni lapho ukuphathwa kwe-akhawunti kungazenzekela ngokuphelele ngaphandle komthengisi ngemuva kwesondo. Kodwa-ke, ukubuyela emuva kwesikhathi esizayo okwakhiwe ngaphezulu kwamanethiwekhi we-neural anekhono lokufunda okujulile kuzofika lapho. Njengoba nje i-AI ingafundiswa ukudlala umdlalo kangcono kunomuntu, ngakho-ke nayo izokwazi ukwenza umkhankaso we-PPC ngokwayo ngosuku olulodwa.

Ubuhlakani Bokufakelwa Nokukhangisa Kwabantu Bomdabu

I-AI inethonya elikhulu ekukhangiseni komdabu vele. Ngasohlangothini lobuchwepheshe besikhangiso, ukusetshenziswa kwemishini yokufunda kudala izindleko kumamodeli wokuzibandakanya (i-CPE), ngokungafani ne-CPC yendabuko, i-CPM noma i-CPA. Lokhu kuhle kubakhangisi abafisa ukusabalalisa okuqukethwe kwabo okwe-funnel ngezinga. Abathengisi bokuqukethwe bafuna okuqukethwe kwabo kuhlanganyele nakho.

Ngokombono we-analytics, zonke izinzuzo ezifanayo i-AI ezihlinzeka ngokukhangisa okuboniswayo ziyagcwaliseka, futhi - ukwazi ukuthi imaphi amasayithi asebenza kahle kakhulu ukuletha ithrafikhi engenzeka ize ifike kumadigri amathathu kude. Le datha ivumela ukuthi amabhajethi asuswe azungezwe kuphela kulawo masayithi asebenzayo futhi avumela imikhiqizo ukuthi ibuyise isabelomali emuva kulawo masayithi angasebenzi. Leli zinga lokubonakala lisiza abathengisi ukuthi bagweme cishe yonke imfucuza, ukukhwabanisa nokuhlukumeza okuhlobene nemidiya ekhokhelwa online.

Ibuye inikeze umbono wokuncintisana onembe kakhulu. Lokhu kuyasiza kwezinye izizathu ezingacacile. Ukuqoqa uhlu lwempahla yokuncintisana yokuncintisana ekukhangiseni komdabu kulawo manyunithi asebenza kahle kungasiza ekunikezeni ama-brand umkhawulo wokuncintisana kubuciko bawo. Ngaphezu kwalokho, ubuhlakani bokuqukethwe obakhelwe kuma-analytics aqhutshwa yi-AI benza umthengisi azi ukuthi yikuphi okuqukethwe okungenza okuhle kakhulu lapho esebenzisa izixazululo zomdabu zokukhangisa ukukala ukusatshalaliswa.

Ubuhlakani bokufakelwa nokuqukethwe okuxhasiwe

Amathuluzi wobuhlakani bokuqukethwe asuselwa ku-AI nawo alungele ukwambula ukuhlangana okukhokhelwayo namathuba wokuqukethwe axhasiwe. Ngokusho kukaMargaret Boland weBusiness Insider, eminyakeni emihlanu ezayo okuqukethwe okuxhasiwe kuzoba yifomethi yendabuko ekhula ngokushesha. Okuqukethwe okuxhasiwe kubhekwa njengokukhangisa komdabu okudala. Yindatshana ephelele noma uchungechunge lwama-athikili abhalwe ukushicilelwa noma uphawu uqobo.

Ukuhlakanipha kokuqukethwe kungasiza abathengisi ukwenza uhlu oluhlosiwe oluhle lokushicilelwa kanye / noma amabhulogi ukuze bacele okuqukethwe okuxhasiwe noma ukuthengiswa okukhokhelwayo. Ibuye inikeze indlela ekahle yokulandela ukusebenza kwayo ngokuhamba kwesikhathi ngaphandle kokuthembela ekushicilelweni ukunikela ngemininingwane.

I-Artificial Intelligence kanye Nemithombo Yezokuxhumana Ekhokhelwe

Ngokuhamba kwesikhathi, ukubonakala kwemidiya yezenhlalo yemikhiqizo kunciphile kakhulu. Lokhu kuphoqe abaningi ukuthi batshale imali ngobuningi bezixazululo ezikhokhelwayo zokudla ngaphakathi eziteshini zenhlalo. Empeleni, I-60% yengqikithi yesikhangiso sohlelo lomhlaba jikelele esetshenzisiwe ekukhangisweni komdabu kuzoba kuFacebook ngo-2020.

Abakhangisi bezokuxhumana abakhokhelwayo babona izinzuzo ezifanayo njengoba kuchaziwe esigabeni esingenhla sokukhangisa sendabuko. Kodwa-ke, enye inzuzo enkulu ayinikezayo ngokukhangisa kwezokuxhumana okukhokhelwayo ukuzimela kwedatha. Abathengisi abadingi ukuthembela kuphela kuma-dashboard e-Twitter noma e-Facebook ukuqapha ukusebenza. Ukujwayelekile kwedatha nokubeka uphawu kuzona zonke iziteshi zemidiya yokuxhumana kuyinzuzo futhi.

Futhi, ngokubukwa kwama-degree amathathu, abathengisi bazokwazi ukubona ukuthi umsebenzisi ubekuphi ngaphambi kokuvakashela inethiwekhi yezokuxhumana. Lolu lwazi lungaba lusizo olukhulu ekukhombeni izindawo ezintsha zokukhangisa noma ukufaka umbono wendaba kuwo.

Iqiniso lokuthi imithelela ye-AI ithinta kanjani imidiya ekhokhelwayo ilula - ukusebenza okungcono nezindleko eziphansi. Ukusingathwa, ukukhwabanisa nokuhlukumeza kukhonjwe kangcono, futhi sinombono ongcono ngemboni yomkhakha wethu we-Intanethi. Sijoyine futhi ngesonto elizayo njengoba singena shí kulo lonke ulwazi lobuchwepheshe bokukhangisa bomdabu. Ukuthola okuningi ngokuthi imithelela ye-AI itholwa kanjani nabezindaba okungezabo, nezigaba zabo ezingaphansi, zizwe ukhululekile ukulanda i-ebook yami yakamuva.

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