Hlangana nabashayeli abathathu bokusebenza komkhankaso wokutholwa komsebenzisi

Ukusebenza Komkhankaso Wokukhangisa

Kunezindlela eziningi zokuthuthukisa ukusebenza komkhankaso. Yonke into kusuka kumbala osenkingweni yocingo kuya esenzweni ekuhlolweni kwepulatifomu entsha kungakunika imiphumela engcono.

Kepha lokho akusho ukuthi zonke izindlela zokwenza i-UA (Ukutholwa Komsebenzisi) ozosebenza kuzo kufanele ukwenze.

Lokhu kuyiqiniso ikakhulukazi uma unezinsizakusebenza ezikhawulelwe. Uma ukuqembu elincane, noma unezithiyo zebhajethi noma izingqinamba zesikhathi, leyo mikhawulo izokuvimbela ekuzameni wonke amaqhinga wokusebenzisa encwadini.  

Noma ngabe uwedwa, futhi unazo zonke izinsiza ozidingayo, kuhlale kunendaba yokugxila. 

Ukugxila empeleni kungaba yinto yethu eyigugu kakhulu. Phakathi kwawo wonke umsindo wokuphathwa komkhankaso wansuku zonke, ukukhetha into okufanele ugxile kuyo kwenza umehluko. Akunangqondo ekuvaleni uhlu lwakho lwezinto okufanele uzenze ngamasu wokusebenzisa ongeke enze mehluko omkhulu. 

Ngenhlanhla, akunzima ukubona ukuthi iziphi izindawo zokugxila ezizuzisayo. Ngemuva kokuphatha ngaphezulu kwe- $ 3 billion ekusetshenzisweni kwesikhangiso, sibonile ukuthi yini ngempela eyenza umehluko, nokuthi yini engenzi njalo. Futhi, ngokungenakuphikwa, abashayeli abathathu abakhulu bokusebenza komkhankaso we-UA njengamanje:

  • Ukusebenziseka kokudala
  • isabelomali
  • Ukuqondisa

Thola lezo zinto ezintathu ezishayelwe, futhi onke amanye amaqhinga okwandisa amancane ngeke abaluleke kangako. Lapho nje ukudala, ukukhomba, kanye nesabelomali kusebenza futhi kwaqondiswa, i-ROAS yemikhankaso yakho izoba nempilo ngokwanele ukuthi ngeke kudingeke ukuba uxoshe yonke inqubo yokwenza kahle oyizwa mayelana nentuthuko engabonakali. 

Ake siqale ngoguquko olukhulu lomdlalo:

Ukusebenziseka Kobuhlakani

Ukwenza okuhle ngukubhala phansi izindlela eziphumelela kakhulu zokuthuthukisa ama-ROAS (Return on Ad Spend). Isikhathi. Ichoboza noma yiliphi elinye isu lokusebenzisa, futhi ngokuthembeka, siyibona iletha imiphumela engcono kunanoma yimuphi omunye umsebenzi webhizinisi kunoma yimuphi omunye umnyango. 

Kepha asikhulumi ngokuqhuba nje izivivinyo ezimbalwa zokuhlukanisa. Ukuze isebenze kahle, ukwenziwa ngobuciko kufanele kube nesu, kusetshenziswe kahle, futhi kuqhubeke. 

Sakhe yonke indlela ezungeze ukwenziwa kokudala okubizwa ngokuthi Ubuningi Bokuhlola Okudala. Izisekelo zalo yilezi:

  • Amaphesenti amancane kuphela wezikhangiso owenzayo awake enze. 
  • Imvamisa, zingu-5% kuphela izikhangiso ezike zishaye isilawuli. Kepha yilokho okudingayo, angithi - hhayi nje esinye isikhangiso, kepha isikhangiso esanele ukuba usebenze, futhi usebenzise ngokunenzuzo. Igebe lokusebenza phakathi kwabaphumelele nabaphumile likhulu, njengoba ubona ngezansi. Ishadi likhombisa ukuchitha kwesikhangiso ukwahlukahluka kuzicucu ezahlukahlukene ezingama-600 zokudala, futhi sabela imali ngokuqinile ekusebenzeni. Zimbalwa kuphela zalezo zikhangiso ezingama-600 ezenziwe ngempela.

ukuhlolwa kobungako obuningi

  • Sakha futhi sihlole izinhlobo ezimbili eziyinhloko zokudala: Imiqondo nokuhluka. 

Okungu-80% walokho esikuhlolayo kungokwehluka esikhangisweni esiwinayo. Lokhu kusinikeza ukunqoba okwandayo ngenkathi kusivumela ukuthi sinciphise ukulahleka. Kepha futhi sihlola imiqondo - imibono emisha, emisha emisha - engama-20% wesikhathi. Imiqondo ivame ukuba ne-tank, kepha kwesinye isikhathi iyasebenza. Bese kuthi kwesinye isikhathi, bathole imiphumela yokuphumula evuselela indlela yethu yokudala izinyanga. Isilinganiso salowo onqobayo sifakazela ukulahleka. 

imiqondo ngokuqhathaniswa nokwehluka

  • Asidlali ngemithetho ejwayelekile yokubaluleka kwezibalo ekuhlolweni kwe-A / B. 

Ekuhlolweni kwe-A / B yakudala, udinga isilinganiso sokuzethemba esingu-90-95% ukuze uzuze ukubaluleka kwezibalo. Kepha (futhi lokhu kubalulekile), ukuhlolwa okujwayelekile kubheka ukuzuza okuncane, okukhulayo, njengokuphakamisa okungu-3%. 

Asihloleli ukuphakanyiswa okungu-3%. Sifuna okungenani ukuphakama okungu-20% noma okungcono. Ngoba sibheke ukuthuthuka okukhulu kangako, futhi ngenxa yendlela izibalo ezisebenza ngayo, singaqhuba izivivinyo isikhathi esincane kakhulu kunokuhlolwa kwendabuko kwe-a / b kungadinga. 

Le ndlela isindisa amaklayenti ethu ithani lemali futhi isitholela imiphumela esheshayo ngokushesha okukhulu. Lokho-ke kusivumela ukuthi sibuyele ngokushesha okukhulu kunabancintisana nabo. Singakhulisa ubuciko ngesikhathi esincane kakhulu futhi ngemali encane kunokuhlolwa kwendabuko, esikoleni esidala i-a / b kungavumela. 

Sicela amaklayenti ethu aguquguquke ngezinkombandlela zomkhiqizo. 

Ukuphawula kubalulekile. Siyakuthola. Kepha kwesinye isikhathi izidingo zomkhiqizo zivimbela ukusebenza. Ngakho-ke, siyahlola. Izivivinyo esizenzayo eziqondisa imihlahlandlela yokuhambisana nomkhiqizo azihambi isikhathi eside, bambalwa kakhulu abantu abazibonayo, ngakho-ke kukhona ukulimala okuncane kokuvumelana komkhiqizo. Senza konke okusemandleni ukulungisa ubuciko ngokushesha okukhulu, ngakho-ke kuyahambisana nemikhombandlela yomkhiqizo ngenkathi kugcinwa ukusebenza. 

imihlahlandlela yomkhiqizo eguquguqukayo eqinile

Lawa ngamaphoyinti abalulekile endlela yethu yamanje yokuhlolwa kokudala. Indlela yethu iguquka njalo - sihlola futhi siphonsela inselelo indlela yethu yokuhlola cishe njengobuciko esisebenzisa ngabo. Ukuthola incazelo ejulile yokuthi sizithuthukisa futhi sizivivinye kanjani izikhangiso eziyi-100x, bona okuthunyelwe kwethu kwakamuva kwebhulogi, Abadali be-Facebook: Ungakhiqiza kanjani futhi Usebenzise i-Mobile Ad Creative ku-Scale, noma iphepha lethu elimhlophe, Ukusebenza Kwama-Creative Drives Ekukhangiseni kwe-Facebook!

Kungani Isikhathi Sokucabanga kabusha ngobuciko njengoMshayeli Oyinhloko Wokusebenza Komkhankaso

Ukuqamba igama lokudala njengendlela # 1 yokwenza ngcono ukusebenza akuhambisani nokukhangisa kwe-UA nokukhishwa kwedijithali, okungenani kubantu asebekwenzile isikhashana. 

Sekuyiminyaka, lapho umphathi we-UA esebenzisa igama elithi optimization, babeqonde ukwenza ushintsho ekwabelweni kwesabelomali nasekuqondisweni kwezethameli. Ngenxa yemikhawulo yobuchwepheshe esibe nayo kuze kube muva nje, asitholanga idatha yokusebenza komkhankaso ngokushesha ngokwanele ukuba sisebenze kuyo futhi senze umehluko phakathi nomkhankaso. 

Seziphelile lezozinsuku. Manje, sithola idatha yesikhathi sangempela noma cishe yesikhathi sangempela kusuka kumikhankaso. Futhi yonke imicron yokusebenza ungakhipha ezindabeni zomkhankaso. Lokhu kuyiqiniso ikakhulukazi endaweni yezikhangiso ekhula ngokuhamba phambili, lapho izikrini ezincane zisho ukuthi ayikho indawo eyanele yezikhangiso ezine; kukhona indawo eyodwa kuphela. 

Ngakho-ke, ngenkathi ukukhomba nokukhwabanisa kwesabelomali kuyizindlela ezinamandla zokwenza ngcono ukusebenza (futhi udinga ukusebenzisa nokuhlolwa kokudala), siyazi ukuthi ukuhlolwa kokudala kushaya amabhulukwe kubo bobabili. 

Ngokwesilinganiso, ukufakwa kwemidiya kubanga cishe i-30% yempumelelo yomkhankaso womkhiqizo ngenkathi ukudala kudonsa i-70%.

Cabanga ngeGoogle

Kepha akusona ukuphela kwesizathu sokugxila kwelaser mayelana nokwenza ngcono ukudala. Ngokunokwenzeka, isizathu esihle sokugxila kwezokudala ukuthi kungenxa yokuthi eminye imilenze emibili yesitulo se-UA - isabelomali nokukhomba - iya ngokuya iba semishini. Ama-algorithms ezikhangiso zeGoogle nakuFacebook athathe okungaphezulu kwalokho obekuyimisebenzi yansuku zonke yomphathi we-UA. 

Lokhu kunemiphumela eminingana enamandla, kufaka phakathi ukuthi ikala inkundla yokudlala ngezinga elikhulu. Ngakho-ke, noma imuphi umphathi we-UA obekade ethola inzuzo ngenxa yobuchwepheshe besikhangiso esivela eceleni empeleni akananhlanhla. Abancintisana nabo manje sebenamathuluzi afanayo. 

Lokho kusho ukuncintisana okwengeziwe, kepha okubaluleke kakhulu, kusho ukuthi sishintshela ezweni lapho ukudala kungukuphela kwenzuzo yangempela yokuncintisana esele. 

Konke okushiwo, kusenezimpumelelo zokusebenza ezibalulekile okufanele zitholwe ngokukhomba okungcono kanye nesabelomali. Zingahle zingabi nomthelela ofanayo njengobuciko, kepha kufanele zishayelwe noma ubuciko bakho ngeke busebenze ngangokunokwenzeka.

Ukuqondisa

Lapho usuthole umuntu ofanele ongamkhangisela, nengxenye yempi iyanqotshwa. Futhi ngenxa yamathuluzi amahle njengezithameli ezibukeka njengamanje (manje sezitholakala kuzo zombili i-Facebook ne-Google), singenza isigaba sezethameli esinemininingwane emangalisayo. Singaphula izethameli ngo:

  • "Ukunqwabelana" noma ukuhlanganisa izethameli ezibukeka njengokubukeka
  • Ukuhlukaniswa ngezwe
  • Izethameli ze- “Nesting”, lapho sithatha khona izethameli ezi-2%, sikhomba amalungu ayi-1% ngaphakathi kwawo, bese sikhipha i-1% ers ngaphandle ngakho-ke sisele nezithameli ezi-2% ezimsulwa

Lezi zinhlobo zezethameli eziqonde kakhulu zisivumela ukuthi sithuthukise ukusebenza ezingeni abanye abakhangisi abangenakukwazi ukukwenza, kodwa futhi kusivumela ukuthi gwema ukukhathala kwezilaleli isikhathi eside kakhulu kunalokho ebesizokwazi ukukwenza. Kuyithuluzi elibalulekile lokusebenza okuphezulu. 

Senza ukwahlukaniswa kwezithameli okuningi nomsebenzi wokukhomba ukuthi sakhe ithuluzi lokwenza kube lula. Izethameli Builder Express kusivumela ukuthi sakhe amakhulukhulu ezethameli ezibukeka ngokukhomba okuhlekisayo okuyimbudumbudu ngemizuzwana. Kusivumela nokuthi siguqule inani lezithameli ezithile ngokwanele ukuze i-Facebook ikwazi ukukhomba kangcono amathemba aphezulu kakhulu.

Yize konke lokhu okubhekiswe kubabukeli abanolaka kusiza ukusebenza, kunenye inzuzo eyodwa: Kusivumela ukuthi sigcine ubuciko siphila futhi senza kahle isikhathi eside kunokukhonjwa kwethu okuthuthukile. Uma isikhathi eside singagcina ubuciko buphila futhi busebenza kahle, kuzoba ngcono. 

Ukubhajetha

Sivela kude ngokuhlelwa kwebhidi kusethi yesikhangiso noma ezingeni lamagama angukhiye. Nge Ukwenza kahle umkhankaso wesabelomali, Ukubhida kwe-AEO, ukubhida inani, namanye amathuluzi, manje sesingavele sitshele i-algorithm ukuthi yiziphi izinhlobo zokuguqulwa esizifunayo, futhi zizositholela zona. 

Kusenobuciko bokwenza isabelomali, noma kunjalo. Per Ukwakheka kwe-Facebook kwesikali imikhuba emihle, ngenkathi abaphathi be-UA bedinga ukubuyela emuva ekuphatheni okusondele kwezabelomali zabo, banezinga elilodwa lokulawula elisele. Lokho ukushintsha ukuthi yisiphi isigaba somjikelezo wokuthenga abafuna ukusikhomba. 

Ngakho-ke uma bethi, umphathi we-UA udinga ukuthola ukuguqulwa okuningi ukuze i-algorithm ye-Facebook ikwazi ukwenza kangcono, ikwazi hambisa umcimbi abalungiselela wona eduze kwaphezulu kofanele - ukufakwa kohlelo lokusebenza, ngokwesibonelo. Lapho-ke, njengoba idatha inqwabelana futhi benokuguqulwa okwanele ukucela umcimbi othile ocacile, ongajwayelekile (njengokuthengwa kwangaphakathi nohlelo), lapho-ke bangashintsha umgomo womcimbi wabo wokuguqula baye kokuthile okubaluleke kakhulu. 

Lokhu kusabhajethi, ngomqondo wokuthi ilawula ukusetshenziswa kwemali, kepha ilawula ukusetshenziswa kwemali ezingeni lamasu. Kepha manje njengoba ama-algorithms asebenza kakhulu kulolu hlangothi lokuphathwa kwe-UA, thina bantu sisele ukuthola isu, hhayi amabhidi ngamanye. 

Ukusebenza kwe-UA kuyisihlalo esinemilenze emithathu

Ngamunye walaba bashayeli abayinhloko ubalulekile emkhankasweni wokusebenza, kepha kuze kube yilapho uwasebenzisa ekhonsathini ukuthi baqala ukubamba i-ROAS. Zonke ziyingxenye yesitulo semilenze emithathu esiyisaga. Ziba eyodwa, futhi ngokuzumayo lezi ezinye ezimbili ngeke zikubambe. 

Le yingxenye enkulu yobuciko bokuphathwa komkhankaso njengamanje - ukuletha ubuciko, ukukhomba, nokwenza isabelomali ndawonye ngendlela efanele. Ukusebenza ngqo kwalokhu kuyahluka kusuka embonini kuye embonini, iklayenti kuye kumakhasimende, ngisho nangesonto ngesonto. Kepha leyo yinselelo yokuphathwa okuhle kokutholwa komsebenzisi njengamanje. Kwabanye bethu, kumnandi kakhulu. 

UCABANGANI?

Le sayithi isebenzisa i-Akismet ukunciphisa ugaxekile. Funda ukuthi idatha yakho yokuphawula isetshenziswa kanjani.