Ubuchwepheshe BokukhangisaSesha Marketing

Isebenza Kanjani Indali Yezikhangiso Ze-Google? (Ibuyekezelwe u-2023)

Izikhangiso ze-Google isebenza ohlelweni lwendali, eyenzeka njalo uma umsebenzisi enza ukusesha. Ukuze uqonde ukuthi isebenza kanjani, kubalulekile ukuhlukanisa inqubo ibe izingxenye ezibalulekile:

  • Amagama angukhiye: Abakhangisi bakhetha amagama angukhiye abafuna ukubhida kuwo. Lawa amagama ezinkampani, amagama ezinkampani, amagama, noma imishwana ehlobene nebhizinisi labo abakholelwa ukuthi abasebenzisi bazoyibhala enjinini yokusesha lapho befuna imikhiqizo noma amasevisi abo.
  • Ukusesha: Uma umuntu esesha -Google, injini yokusesha inquma ukuthi umbuzo uqukethe amagama angukhiye abakhangisi ababhida kuwo.
  • Indali: Indali iyaqaliswa uma abakhangisi bebhidela amagama angukhiye ahlobene nombuzo wosesho. Abakhangisi abakwazi ukusebenzisa imali engaphezu kwesilinganiso esiphezulu sebhidi ngezikhangiso zabo.
  • Izinga Lekhwalithi: Ngaphambi kokuthi indali inqume ukuthi yiziphi izikhangiso ezizoboniswa, idinga ukuhlola Umphumela Wekhwalithi wesikhangiso ngasinye. I-Google ibala lesi sikolo ngokusekelwe ezintweni ezimbalwa, okuhlanganisa ukuhambisana kwesikhangiso nombuzo wosesho, izinga lokuchofoza elilindelekile (CTR), kanye nekhwalithi yekhasi lokufika.
  • Izinga lesikhangiso: Indawo yesikhangiso ekhasini lemiphumela yosesho inqunywa Izinga laso lesikhangiso, inhlanganisela yenani lebhidi kanye neQuality Score.
  • Intengo: Inani langempela elikhokhwe umkhangisi libalwa ngokusekelwe Kuzinga Lesikhangiso lesikhangiso esingaphansi kwesabo kanye ne-Quality Score yabo, kanye nesenti elilodwa.

Indlela Inqubo Yendali Esebenza Ngayo

Nansi inkomba yesinyathelo ngesinyathelo yenqubo yendali yezikhangiso ze-Google:

  1. Ukukhethwa kwegama elingukhiye nezinhlobo zokufanisa: Abakhangisi bakhetha amagama angukhiye besebenzisa:
    • Umdlalo Oqondile ukuze uthole ukukhomba okunembile.
    • Umeshi obanzi ukuze kufinyeleleke kakhulu.
    • Umdlalo Wamagama ukuze uthole ibhalansi yokufinyelela nokunemba.
    • Amagama angukhiye angalungile ukukhipha ukusesha okungabalulekile.
  2. Izinketho zokukhomba: Abakhangisi bacwenga izethameli zabo ngezinketho zokukhomba njengendawo, izibalo zabantu, idivayisi, nokuhlelwa kwezikhangiso.
  3. Usesho lomsebenzisi nezinketho zesikhangiso: Ekusesheni komsebenzisi, i-Google ibheka igama elingukhiye kanye nokufanisa okuhlosiwe. Abakhangisi banezinketho ezimbalwa zefomethi yesikhangiso abangakhetha kuzo:
    • Izikhangiso zombhalo: Ifomethi yesikhangiso ejwayelekile enezihloko zezindaba nemigqa yencazelo.
    • Bonisa Izikhangiso: Izikhangiso ezibonakalayo ezivela kunethiwekhi yokubonisa yakwa-Google.
    • Izikhangiso zokuthenga: Ukufakwa kuhlu kwemikhiqizo yezimpahla zokudayisa.
    • Izikhangiso zevidiyo: Izikhangiso ezidlala ku-YouTube nakwamanye amasevisi evidiyo.
    • Izikhangiso zohlelo lokusebenza: Amaphromoshini wokufakwa kwezinhlelo zokusebenza zeselula.
    • Chofoza-ukuze-Ushayele Izikhangiso: Izikhangiso zeselula ezivumela abasebenzisi ukuthi bashayele ibhizinisi ngokuqondile.
  4. Ukucatshangelwa kwesabelomali: Ngaphambi kokungena endalini, abakhangisi kufanele basethe amapharamitha wabo wesabelomali:
    • Isabelomali sansuku zonke: Inani umkhangisi azimisele ukulisebenzisa usuku ngalunye.
    • Ukubhida:
      • Izindleko Ngokuchofoza ngakunye (I-CPC): Abakhangisi bangasetha ubuningi bebhidi ye-CPC, okuyisilinganiso esiningi abazimisele ukusikhokhela ngokuchofoza.
      • Izindleko-Per-Mille (I-CPM): Abakhangisi bangase bakhethe ukubhida kwe-CPM ukuze baboniswe nevidiyo, bakhokhe ngemibono eyinkulungwane ngayinye.
      • I-Cost-Per-Acquisition (CPA): Abakhangisi bangasebenzisa ukubhida kwe-CPA ukuze bakhokhele ukuguqulwa, njengokuthengisa noma ukubhalisa, kunokuchofoza noma okuvelayo.
      • Amasu Okubhida Athuthukisiwe: Amasu okubhida okuzenzakalelayo njenge-Enhance CPC (ECPC) kanye ne-Target CPA ivumela i-Google ukuthi ilungise amabhidi ukuze kwandiswe ukuguqulwa ngaphakathi kwesabelomali esimisiwe.
    • Izabelomali ezabiwe: Uma uphethe imikhankaso eminingi, abakhangisi bangasebenzisa isabelomali esabelwe ukusabalalisa izimali emikhankasweni yonkana ngokusekelwe ekusebenzeni.
  5. Indali: Izikhangiso ezinamagama angukhiye afanayo neziqondiso zingena endalini. Ifomethi yesikhangiso (isb, isibonisi, umbhalo, ukuchofoza ukuze ushaye ucingo) nayo ibhekwa ngendlela esingenza ngayo ngokuya ngokuzibandakanya komsebenzisi kanye nokuhambisana.
  6. Ukuhlolwa Kwemiphumela Yekhwalithi: Isikhangiso ngasinye sithola Umphumela Wekhwalithi ngokusekelwe kulokho okwenzeka ekhasini lokubikezela, ukuhambisana nezikhangiso, kanye ne-CTR elindelekile. Ifomethi yesikhangiso ekhethiwe ingaba nomthelela kulezi zici, njengoba izikhangiso ezibukwayo noma ezisebenzisanayo zingase zinikeze ulwazi oluhlukile lomsebenzisi.
  7. Ukunqunywa kwezinga lesikhangiso: Izinga lesikhangiso libalwa nge-Quality Score ephindwe ngebhidi ephezulu. Uhlobo lwesikhangiso lungathinta Umphumela Wekhwalithi, njengoba amafomethi athile afana nokuchofoza ukuze-ushayele angase abe nokuzibandakanya okuphezulu, okuholela ku-CTR engaba ngcono.
  8. Izindleko zokubala: Eqinisweni I-CPC kubalwa. Uma isikhangiso siwina indawo, umkhangisi ukhokha ngokusekelwe ku-Ad Rank ephezulu kakhulu ehlukaniswa nge-Quality Score yabo, kanye nesenti elilodwa. Ifomethi yesikhangiso ingaba nomthelela ekusebenzeni kahle kwezindleko, ngamafomethi afana nezikhangiso zokubonisa okungenzeka anezindleko ezimaphakathi ezihlukile uma kuqhathaniswa nezikhangiso zombhalo.
  9. Ukubekwa Kwesikhangiso: Izikhangiso ziboniswa ekhasini lemiphumela yosesho noma kuwo wonke amanethiwekhi e-Google, izindawo ezinqunywe yi-Ad Rank. Amafomethi ezikhangiso ahlukene angavela ezindaweni ezihlukene noma amanethiwekhi—ukubonisa izikhangiso zingase zivele kumawebhusayithi ozakwethu, kuyilapho izikhangiso zombhalo zivame ukuvela emakhasini wemiphumela yosesho.
  10. Umsebenzi wangemuva kokuchofoza:
    • Ikhasi lokufika: Umsebenzisi uqondiswe ekhasini lokubikezela lomkhangisi, okufanele lihambisane nesikhangiso nombuzo wosesho ukuze kuhlinzekwe ulwazi olunzulu ngomsebenzisi olungenazihibe.
    • Ukulandelela ukuguqulwa: Abakhangisi balandelela izenzo zabasebenzisi njengokuthenga, ukubhalisa, noma ukulanda ukuze kukale impumelelo yesikhangiso.
    • Ukuhlaziywa Kwezindleko: Umkhangisi uhlola izindleko zokuchofoza ngokuqhathanisa nesenzo somsebenzisi sokunquma imbuyiselo ekutshalweni kwezimali (RIO).
  11. Ukulungiselela: Ngokusekelwe kudatha eqoqwe ezenzweni zabasebenzisi, abakhangisi bangathuthukisa izikhangiso zabo, amagama angukhiye, isu lokubhida, kanye nekhasi lokubikezela ukuze basebenze kangcono ezindalini ezizayo.

Ngokuhlanganisa ngempumelelo izinhlobo ezifanele zokufanisa, izinketho zokukhomba, namafomethi ezikhangiso, abakhangisi bangakha isu lezikhangiso ze-Google elikhulisa ukubonakala, ukuzibandakanya, ne-ROI, baqinisekise ukuthi izikhangiso zabo zifinyelela izethameli ezihlosiwe ngendlela ephoqayo futhi engabizi kakhulu. Ukuhlaziywa okuqhubekayo nokuthuthukiswa kwazo zonke izici—amagama angukhiye, amafomethi ezikhangiso, isabelomali, Ikhwalithi Yekhwalithi, nekhasi lokubikezela—ukuqinisekisa impumelelo yesikhathi eside yomkhankaso nokusebenza kahle.

Umphumela wale nqubo yendali eyinkimbinkimbi ukuthi amabhizinisi angakwazi ukukhangisa ngezindleko eziphansi, kuyilapho abaseshi bebona izikhangiso ezifanele kakhulu, ezisezingeni eliphezulu. Lokhu kusebenza kahle kubonakala ngembuyiselo ebikiwe engu-800% ekusetshenzisweni kwezikhangiso (I-ROAS), lapho abakhangisi benza u-$8 kuyo yonke i-$1 echithwa ku-Google Ads.

Ngokubhekisela ku-infographic, umuntu angakwazi ukuqonda imininingwane eyinkimbinkimbi nesimo sokuncintisana senqubo yendali, eklanyelwe ukunikeza inani kubakhangisi nabasebenzisi, okwenza isimo siphumelele.

Isebenza Kanjani Indali Yezikhangiso Ze-Google (Infographic)
Source: I-WordStream

Douglas Karr

Douglas Karr i-CMO ye VulaINSIGHTS kanye nomsunguli we Martech Zone. UDouglas usize inqwaba yeziqalo eziphumelelayo ze-MarTech, uye wasiza ekukhuthaleni okungaphezu kuka-$5 bil ekuthengeni nasekutshalweni kwe-Martech, futhi uyaqhubeka nokusiza izinkampani ekusebenziseni nasekuzenzeleni amasu azo okuthengisa nokumaketha. UDouglas uyingcweti yokuguqula idijithali eyaziwa emhlabeni wonke kanye nesikhulumi se-MarTech. UDouglas futhi ungumbhali oshicilelwe wencwadi kaDummie kanye nencwadi yobuholi bebhizinisi.

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