Amamodeli Amathathu Okukhangisa Kwemboni Yezokuvakasha: I-CPA, i-PPC, ne-CPM

Amamodeli Wokukhangisa Kwemboni Yezokuvakasha - CPA, CPM, CPC

Uma ufuna ukuphumelela embonini eqhudelana kakhulu njengokuhamba, udinga ukukhetha isu lokukhangisa elihambisana nezinjongo zebhizinisi lakho nezinto eziza kuqala. Ngenhlanhla, maningi amasu okuthi ungawuthuthukisa kanjani umkhiqizo wakho ku-inthanethi. Sinqume ukuqhathanisa okudume kakhulu kubo futhi sihlole ubuhle nobubi babo.

Ukwethembeka, akunakwenzeka ukukhetha imodeli eyodwa ehamba phambili yonke indawo futhi njalo. Imikhiqizo emikhulu isebenzisa amamodeli amaningana, noma ngisho nawo wonke ngesikhathi esisodwa, kuye ngokuthi isimo.

Imodeli ye-Pay-Per-Click (PPC).

Khokha ngokuchofoza ngakunye (PPC) ukukhangisa kungenye yezindlela ezidume kakhulu zokukhangisa. Isebenza kalula kakhulu: amabhizinisi athenga izikhangiso ngokushintshana ngokuchofoza. Ukuthenga lezi zikhangiso, izinkampani zivame ukusebenzisa izinkundla ezifana ne-Google Ads kanye nokukhangisa kwengqikithi.

I-PPC ithandwa kakhulu ngemikhiqizo ngoba ilula futhi kulula ukuyiphatha. Ngokuya ngezidingo zakho, unganquma ukuthi izethameli zakho zihlala kuphi, wengeze noma yiziphi izici ozidingayo. Ngaphezu kwalokho, umthamo wethrafikhi awunamkhawulo (okuwukuphela komkhawulo isabelomali sakho).

Umkhuba ojwayelekile ku-PPC ukubhida komkhiqizo, lapho amabhizinisi ebhida ngemibandela yomkhiqizo wenkampani yangaphandle ukuze abahlule futhi bahehe amakhasimende abo. Ngokuvamile izinkampani ziphoqeleka ukuba zenze lokhu ngoba izimbangi zithenga ukukhangisa ngokusekelwe ezicelweni zomkhiqizo zabaqhudelana nabo. Isibonelo, uma usesha i-Booking.com ku-Google kuzoba eyokuqala esigabeni samahhala kodwa i-block block ye-Hotels.com nezinye izinhlobo ihamba phambili. Izilaleli ekugcineni ziya kulowo othenga ukukhangisa kwe-PPC; ngakho-ke, i-Booking.com idinga ukukhokha ngisho noma ingumholi wokusesha kwamahhala. Uma inkampani oyifunayo ingaveli esigabeni sesikhangiso, ingase ilahlekelwe amakhasimende emini kwabha. Ngakho, ukukhangisa okunjalo kuye kwanda yonke indawo.

Kodwa-ke, imodeli ye-PPC inobubi obukhulu: ukuguqulwa akuqinisekisiwe. Izinkampani zingahlola imiphumela yemikhankaso ukuze zikwazi ukunqamula leyo engasebenzi. Kungenzeka futhi ukuthi inkampani isebenzise imali engaphezu kwaleyo eyitholayo. Yingozi ebaluleke kakhulu okufanele icatshangelwe ngaso sonke isikhathi. Ukuze unciphise, ngincoma ukuthi wenze isiqiniseko sokuthi imikhankaso yakho ifinyelela izethameli ozihlosile. Gcina umqondo ovulekile futhi uhlale uvumelana nezimo.

I-Cost-Per-Mile (I-CPM) Imodeli

I-Cost-Per-Mile ingenye yamamodeli aziwa kakhulu kulabo abafuna ukuthola ukufakwa. Izinkampani zikhokha ngokubuka okuyinkulungwane noma imibono yesikhangiso. Ivamise ukusetshenziswa ekukhangiseni okuqondile, njengalapho isitolo sisho umkhiqizo wakho kokuqukethwe kwakho noma kwenye indawo.

I-CPM isebenza kahle kakhulu ekwakheni ukuqwashisa ngomkhiqizo. Izinkampani zingakala umthelela zisebenzisa izinkomba ezihlukahlukene. Isibonelo, ukukhulisa ukuqashelwa komkhiqizo, inkampani ingahlola inani lezikhathi abantu abasesha ngazo umkhiqizo, inombolo yokuthengisa, njll.

I-CPM itholakala yonke indawo ukumaketha kwamathonya, okusewumkhakha omusha. Eminyakeni yamuva nje, kube nokwanda okuphawulekayo kwabathonya embonini.

Usayizi wemakethe yenkundla yokumaketha emhlabeni wonke wawulinganiselwa ku-USD 7.68 bhiliyoni ngo-2020. Kulindeleke ukuthi ukhule ngesilinganiso sokukhula sonyaka esiyinhlanganisela (CAGR) esingu-30.3% ukusuka ngo-2021 kuya ku-2028. 

Ukubukwa Okubukwa Okukhulu

Nokho, i-CPM nayo inezinye izithiyo. Isibonelo, ezinye izinkampani ziyalenqaba leli su ekuqaleni kwebhizinisi labo ngoba kunzima ukukala umthelela walezi zikhangiso.

Izindleko-Ngesenzo ngasinye (CPA) Imodeli

I-CPA iyimodeli elungile yokuheha ithrafikhi - amabhizinisi akhokhela kuphela ukuthengisa noma ezinye izenzo. Kuyinkimbinkimbi, ngoba akunakwenzeka ukwethula inkampani yokukhangisa emahoreni ama-2, njenge-PPC, kodwa imiphumela ithembeke kakhulu. Uma ukuthole ekuqaleni, imiphumela izolinganiseka kuzo zonke izici. Lokhu kuzokuvumela ukuthi ufinyelele izethameli ozihlosile futhi kukunikeze idatha yobuningi mayelana nempumelelo yemikhankaso yakho.

Ngiyazi engikhuluma ngakho: inethiwekhi yokumaketha ehlangene inkampani yami - Izinkokhelo zokuhamba - inikeza isebenza ngemodeli ye-CPA. Kokubili izinkampani zokuhamba kanye nama-blogger okuhamba anentshisekelo ekusebenzisaneni okuhle njengoba izinkampani zikhokha kuphela isenzo, kuyilapho ngesikhathi esifanayo zithola ukufakwa kanye nokuvelayo, futhi abanikazi bethrafikhi banesithakazelo esikhulu ekukhangiseni imikhiqizo noma izinsizakalo ezifanele kubabukeli babo, njengoba zithola amakhomishini aphezulu. uma amakhasimende ethenga amathikithi noma abhukha ihhotela, ukuvakasha noma enye isevisi yokuhamba. Ukumaketha okuhlangene ngokujwayelekile - kanye Izinkokhelo zokuhamba ikakhulukazi - isetshenziswa izinkampani ezinkulu zokuhamba ezifana Ukubhuka, I-Getyourguide, TripAdvisor kanye nezinkulungwane zezinye izinkampani zokuhamba.

Noma i-CPA ingase ibonakale njengesu elingcono kakhulu lesikhangiso, ngincoma ukucabanga kabanzi. Uma uthemba ukubandakanya ingxenye enkulu yezethameli oziqondise, leli akulona iqhinga lakho kuphela. Nokho, uma ukuhlanganisa esu lakho lebhizinisi, uzofinyelela izethameli eziningi ngenxa yokuthi uzohlanganisa izethameli zozakwenu. Akwenzeki ukuthi ukukhangisa kokuqukethwe kufeze lokhu.

Njengenothi lokugcina, nali ithiphu: kubalulekile ukukhumbula ukuthi awekho amasu asohlwini ayisixazululo esikhulu. Kunezingibe kuzo zonke, ngakho-ke qiniseka ukuthi uthola inhlanganisela efanele yamasu ngokusekelwe kubhajethi yakho nezinjongo.