I-Infographic: Amasu Amasha Avelayo Ukushayela Ukukhula Kokuthengisa Ngezikhangiso zeGoogle

Umbiko Wokuncintisana Kwezimpawu Zezikhangiso zeGoogle Wokuthengisa

Esifundweni sayo sesine saminyaka yonke ngokusebenza kwemboni yezokuthengisa kuzikhangiso zeGoogle, Sidecar uncoma ukuthi abathengisi be-e-commerce bacabange kabusha amasu abo futhi bathole isikhala esimhlophe. Inkampani ishicilele ucwaningo ku Umbiko wama-Benchmarks ka-2020: Izikhangiso zeGoogle ku-Retail, ucwaningo olunzulu ngokusebenza komkhakha wezentengiso kuzikhangiso zeGoogle.

Ukutholwa kukaSidecar kukhombisa izifundo ezisemqoka ezidingidwa ngabathengisi kulo lonke u-2020, ikakhulukazi phakathi kwendawo enoketshezi eyenziwe ukuqubuka kwe-COVID-19. I-2019 ibincintisana kakhulu kunanini ngaphambili, kepha abathengisi bakwazile ukugcina ngempumelelo imali ngokuzivumelanisa nesimo sezulu, bagxila ezinhlelweni zabo zezilaleli, futhi babeka phambili ukukhula okukhulayo, ngokungafani nokwenyuka okukhulu. Leyo misipha yokuzivumelanisa iyisihluthulelo sokugcina amabhizinisi ahamba futhi esekela abathengi kuso sonke lesi sikhathi sokuntengantenga.

UMike Farrell, Umqondisi Omkhulu Wecebo Elihlanganisiwe Ledijithali eSidecar

Izici Eziyinhloko Zokusebenza Kwe-Google Ad Ad Retail:

I-Sidecar iveze lezi zinto ezilandelayo ezinomthelela ekusebenzeni kwabathengisi ngo-2019:

  • Ukushintshwa kwesabelomali - Abathengisi baphinde banikezela ngezikhangiso ze-Google ngo-2019, bebeka phambili umsebenzi weshaneli ephansi ku-Google Shopping nokubuyisela kabusha imikhankaso yabo yokusesha ekhokhelwe yokonga izindleko.
  • Okusemqoka ekusebenzeni kahle - Abathengisi bagcizelele ukusebenza kahle ekufuneni okukhokhelwayo, ngokwengxenye ngokutshala imali kuzikhangiso ezingamaselula ezingabizi kakhulu, okuholele ekutholakaleni kwemali engenayo efanayo unyaka nonyaka.
  • Umncintiswano ovela e-Amazon - Lo mncintiswano wehlise amazinga okuguqulwa kwe-Google Shopping kuwo wonke amadivayisi, okuphoqa abathengisi ukuthi basebenzise imali ukuze balondoloze ukukhula kwemali engenayo.
  • Ukugcizelelwa kumasu ezethameli - Abathengisi bakhulise ukugxila kwabo kuzethameli eziyimbudumbudu ezibhekiswe kumephu engcono yezikhangiso zeGoogle kuzo zonke izigaba zomsele wokuthenga.
  • Ukunakwa okungantengantengi ku-Google - Abathengisi bagcina imali engenayo kusuka kwipulatifomu yezikhangiso zeGoogle ezinde, futhi bafuna ukuzuza okungeziwe ngamapulatifomu amasha wesikhangiso, njenge-Amazon ne-Pinterest.

Uma ubheka phambili, iGoogle nakanjani izoqhubeka nokwakha ipulatifomu yayo yezikhangiso zeGoogle ukuze incintisane nezinkundla zokukhangisa ezikhulayo nezinokuncintisana ezifana ne-Facebook, Instagram ne-Amazon.

Ukuthola Okusemqoka Kwama-Benchmarks Wokuthengisa We-Google Ads:

  • Abathengisi baphakamisela inselelo yokuncintisana. Abathengisi bakhule kahle kakhulu ekuseshweni okukhokhelwayo, konga ama-8% kuzindleko unyaka nonyaka, ngenkathi beshayela imali efanayo. Abathengisi bakwazile ukuphawula imali engenayo ye-Google Shopping ngo-7% ngokunyuka okulinganiselwe okungu-7% kwemali esetshenzisiwe.
  • Ukusetshenziswa kwesikhangiso somthengisi kushintshiwe. I-Google Shopping yakha u-80% wezabelomali phakathi kwalezi ziteshi ezimbili, njengoba idlala indima ekhulayo ekuguquleni abathengi abaphansi. Ngenkathi usesho olukhokhelwayo luqukethe imali esetshenzisiwe engama-20%, abathengisi basondela kulezi zikhangiso ngobumbudumbudu obuningi ukuze bahehe abathengi ngenhla kwesikhala.
  • Isabelo sokubonisa se-Google Shopping se-Amazon sifinyelele ku-60% ku-B2B, indlu & ikhaya, kanye nama-vertical merchants verticals ku-Q3 2019. Isabelo sombono se-Amazon sehle kancane ku-Q4, savumela abathengisi ukuthi babuyise ukuvezwa okuthile ngesikhathi esinzima sonyaka.
  • Isabelo sombono se-Amazon sisuswe kancane kusesho olukhokhelwe ngo-2019, sazungeza cishe ngama-40% noma sehla kubo bonke abathengisi abahlaziyiweyo. Abathengisi bezempilo nobuhle kanye nokuma kwendlu namakhaya babone ukwabiwa kwesabelo kwe-Amazon kwehla cishe ngamaphesenti ayi-7 kuye kwayi-8 amaphesenti ezigabeni zabo ngonyaka we-2019. Lokhu okutholakele kukhombisa ukuthi ukusesha okukhokhelwe kungaba yithuluzi elibalulekile kubathengisi ukuze bakwazi ukubhekana ne-Amazon nezinye izimbangi ' ubukhona ku-SERP ekhokhelwayo.
  • I-Prime Day inikeza abathengisi amathuba amasha kuzikhangiso zeGoogle. Ukukhula konyaka ngaphezu konyaka kubonwe ngokuvela kanye nemali engenayo kumadivayisi wonkana ngeviki eligcwele le-Prime Day ku-Google Shopping. Ezikhangisweni zokuthenga kuselula, kube nokukhula konyaka nonyaka kuma-KPIs abalulekile (ama-4% ama-oda, ama-6% ngokuchofoza, kanye no-13% wemali engenayo). Ngokwengeziwe, izikhangiso ezikhokhelwayo zokusesha okukhokhelwe zibone ukuzuza okukhulu ngokunyuka kwama-25% kuma-oda kanye nama-28% ngonyaka wemali engenayo onyakeni.

Finyelela kumbiko ogcwele futhi ungathola ama-KPI wokuma kwakho okuqondile okuthengiswayo, kufaka phakathi izitayela ezinkulu ezithinta indawo yokuthengisa kanye nezincomo zeSidecar.

Landa umbiko we-Sidecar's 2020 Benchmarks

okuthengiswayo kwe-google ad benchmarks infographic

Mayelana neSidecar

I-Sidecar inikeza ukusebenza kahle kokukhangisa kubathengisi nemikhiqizo. Ubuchwepheshe obuthuthukile be-Sidecar nedatha yokuphathelene, kuhlanganiswe neminyaka yobuchwepheshe bokumaketha ukusebenza, kusiza amakhasimende ayo ukuvula amandla aphelele eziteshi zanamuhla zokusesha ezinamandla kakhulu, ezitolo, ezenhlalo nezimakethe.

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