I-2019 emnyama ngolwesiHlanu kunye neQ4 yeFacebook yeAd yokudlala: Ungahlala njani uQinisekile xa amaxabiso enyuka

Izikhangiso ze-Facebook

Ixesha lokuthenga ngeholide selifikile. Kubathengisi, i-Q4 kwaye ngakumbi iveki ejikeleze uLwesihlanu omnyama ayifani nelinye ixesha lonyaka. Iindleko zentengiso zihlala zinyuka nge-25% okanye nangaphezulu. Ukhuphiswano lwempahla esemgangathweni luyoyikeka. 

Abathengisi be-ecommerce balawula ixesha labo le-boom, ngelixa abanye abathengisi- njengemidlalo yeeselfowuni kunye neeapps-benethemba lokuvala unyaka womelele.  

Ukufika emva kwexesha le-Q4 lelona xesha lixakekileyo lonyaka kubathengisi, ke ayifani namanye amaqonga entengiso athe cwaka. Kodwa intengiso ye-Facebook ifumana ukhuphiswano ngakumbi ukusuka ngo-Okthobha ukuya kuthi ga nge-23 kaDisemba. Kodwa nangona Iintengiso ze-Facebook amaxabiso spike emva kwexesha le-Q4, iselona qonga libalaseleyo edolophini. Uninzi lwabathengisi abaphambili luya kubhida ngomsindo. 

Nokuba amaxabiso anyukile, uninzi lwabathengisi be-ecommerce benza kakuhle. Uphononongo lwamva nje oluvela Ivenkile yokuThengisa ibonakalise ukuba abathengisi be-ecommerce bathi iintengiso ze-Facebook zezona jelo lisebenzayo kwintsha ukufunyanwa kwabathengi ngeeholide. 

Iindlela ezi-5 eziPhezulu zokuThengwa kweeHolide

Ewe kunjalo, ayimangalisi into yokuba unyaka nonyaka iintengiso ziye zibize kakhulu malunga noLwesihlanu oMnyama, uMvulo weCyber, kunye nazo zonke iiholide zikaDisemba. Wonke umthengisi uyayazi le nto. Bangena nje kwisizini benobuso obukhaliphileyo, bekulungele ukubiza ixabiso eliphezulu ukubetha iithagethi zabo zonyaka. Nabani na okhe wajonga kwideshibhodi yeNtengiso kaFacebook ngexesha leeholide kuye kwafuneka aginye isigaqa samalahle xa bejonga indleko zabo ngokunqakraza.

Ngokuqinisekileyo, i-80% yabathengisi be-ecommerce bathi "ukunyuka kweendleko zentengiso" kukuxhalabisa ukuthengisa ngeholide.

Iinkxalabo eziPhezulu ze-Ecommerce yeholide

Ngaphandle kweendleko kunye nokhuphiswano, i-Q4 lithuba elikhulu. Kubathengisi, lithuba lokunyusa elona xesha lokuthenga lifanelekileyo lonyaka. Kwimidlalo yeselfowuni kunye neeapps, iiholide zandulela elona xesha lixabiso lokwenza intengiso lonyaka kwaye ziya kuba zeziphi ii-CPMs ezisezantsi zika-2020.

Ukukunceda ujonge ixesha, nazi ezintlanu I-Facebook yentengiso yeendlela ezilungileyo yeQ4 yasemva kwexesha: 

1. Lawula iinguqu kwiQhinga lokuSebenzisa inkcitho.

Yenziwe ngokuchanekileyo, i-ramp-up ukuya kwintengiso yeholide inokubaluleka njengeeholide ngokwazo. Abathengisi banokuphinda baphinde bajonge ekujongeni kwakhona, uluhlu lwe-imeyile, kunye nezinye iindlela ezingabizi kakhulu emva koDisemba 8th - if Baye benyusa imikhankaso yabo ngokufanelekileyo ngaphambi koko. 

Ixesha lokufumana iholide

Kodwa sukuyijongela phantsi i-boom yokuthenga emva kweKrisimesi. Wonke umntu uyathanda ukutyibilika ngemali yakhe yeKrisimesi kwaye bazithengele into engakhange iziswe nguSanta. Kungenxa yoko le nto ixesha elifanelekileyo emva kukaDisemba 26 linokusebenza ngakumbi. Thatha eli xesha ukuvavanya iintengiso zeefowuni ezintsha (njenge-iPhone 11), ividiyo, kunye nomyalezo omtsha / uyilo. Kwaye musa ukuyeka kude kube nguJanuwari 15 okanye uSuku lweValentine. Uninzi lwabathengisi bemveli lubuyisa umva intengiso yabo ekuqaleni konyaka, beshiya enye iwindow entle yethu sonke.

2.Yandisa Umndilili Ubungakanani beOrder.

Nini Iindleko zokufumana umsebenzisi Vuka, unokhetho olubini lokugcina inzuzo: sika iindleko zakho eziphezulu / zeemveliso, okanye uphakamise ubungakanani beodolo yomyalelo. Ngethamsanqa, ukwanda komndilili wobungakanani be-odolo kugqibezela okwenzekayo kwi-Q4 kakuhle-abantu bachitha ngaphezulu, kokubini kubo nakwabanye.

Zininzi iindlela zokunyusa ubungakanani be-odolo yoku-odola:

  • Iimveliso zokubopha
  • Ukunikezela ngeempawu ezongezelelweyo ngesaphulelo
  • Sebenzisa i- $ -off ngezaphulelo (“chitha i- $ X, fumana iidola uphume”)

Unokufuna nje ukutsiba esi sicwangciso silinganiselweyo sobungakanani beodolo ngokupheleleyo, naye. Kuxhomekeka kwinkampani yakho nakwimeko yakho, kunokuba sengqiqweni ukuhamba nenkokeli yelahleko kwiQ4 kwaye uyisebenzise ukwakha isiseko sabathengi bakho. 

Ukuba ulawula iqhinga lokukhokhela ilahleko kakuhle, ungaphula (okanye wenze inzuzo encinci), kodwa uya kongeza itoni yabantu kuluhlu lwabathengi bakho. Bhangqa ukuba ngokuthengisa okusebenzayo, kunye neKrisimesi inokuba lithuba elihle lokufumana abathengi abaninzi ngangokunokwenzeka. 

3. Yilinde ngaphandle okanye ufumane iipokotho zokuSebenza ngokukuko.

Ewe, ayinguye wonke umntu oku-ecommerce. Ukuba wenza ukuthengisa usetyenziso okanye ukuvelisa isizukulwana, iiholide zibonisa ingxaki eyahlukileyo. 

Kubathengisi be-Facebook abangekho kwi-ecommerce, elona xesha lilungileyo lokulinganisa inkcitho kwikota yesine iphakathi kuka-Okthobha u-1 ngokuBonga. Ii-CPMs ziyanda ngeli xesha, kodwa hayi kakhulu. Ke sicebisa ukuba ubuyise umva okanye ushiye inkcitho phakathi kwe-28 kaNovemba ukuya kwi-10 kaDisemba.

Nazi ezinye iingcebiso zokukunceda ulwe namaxabiso anyukayo ngexesha lokunyuka kweendleko ze-CPM:

Uhlahlo lwabiwo-mali:

  • Ukuba uza kuchitha imali kwikota yesine kwaye awuyiyo inkampani ye-ecommerce, zama ukulayisha ngaphambili uchithe imali kangangoko kunokwenzeka ngo-Okthobha nango-Novemba. 

Ukujolisa kubaphulaphuli:

  • Gxila kwiimarike ezinokhuphiswano oluncinci ngexesha leemfuno eziphezulu.
  • Yabela uhlahlo-lwabiwo mali olungaphezulu kwi-Android. Ihlala ibona ukunyuka okuncinci kwamaxabiso.
  • Ukufumana idatha ukusuka kwimikhankaso yamanye amazwe yokunyusa i-EMEA (iYurophu, Middle East, kunye ne-Afrika), APAC (Asia-Pacific), kunye neLATAM (Latin America) apho ukhuphiswano lweholide alunamandla kangako.

Iindlela zeNtengiso ye-CPM yoThengiso lweMidlalo yokuSasaza yeFowuni
ukusuka kwi-2019 Q4 NA (emNtla Melika) Iholide yokudlala iPDF

Ukubhida:

  • Yandisa ukujolisa kwihlabathi liphela ngokusebenzisa ulwenziwo lwexabiso ukukala kwiimarike zehlabathi, ngelixa kwangaxeshanye ulungiselela ixabiso eliphantsi ngentengo nganye. Oko kuhlala kugcina i-ROAS ngelixa kusenziwa umsebenzi wokwandisa.
  • Uphando lwe-Facebook kuLwakhiwo lwayo lweSikali esitsha (S4S) lubonakalisile ukuba ukuhanjiswa kweentengiso kuzinzisa xa iseti yentengiso ifezekisa ubuncinci iinguqu ezingama-50 ngeveki. Bafumene unxibelelwano ngokuthe ngqo phakathi kweeseti zentengiso ezifezekisa le volumu, ukunciphisa ii-CPAs, kunye ne-ROAS eyomeleleyo. Ngamaxesha athile ukuphuculwa kwe-ROAS kungagqitha kuma-25%.
  • Qala encinci ngebhidi encinci ye-ROAS, kodwa uyisebenzise. Ubuncinci bebhidi ye-ROAS ivumela abathengisi ukuba bangenise imbuyekezo abayifunayo kwinkcitho yentengiso kwiseti nganye yentengiso. Ungaseta ubuncinci be-ROAS ngenani elingaphezulu kwe-0.01%, emva koko u-Facebook uza kuyeka ukuhambisa intengiso yakho ukuba abanakho ukubetha ipesenti ethile. Isebenza ngcono ukuba uqala ngokuvavanya injongo esezantsi ye-ROAS (<1%) ngokuchasene nabaphulaphuli ababanzi, emva koko iyokuma nge-intshi ngokunyuka ukuba intsebenzo ayikho (1%, 2%, njl. Musa ukuqala phezulu kwaye ulinganise kwakhona; Ubuncinci be-ROAS busebenza ngcono ngokunyuswa ngokunyuka.
  • Sebenzisa i-AEO yeeBhidi zeNcwadi yokuThenga. Ukuba ufumana ukuhanjiswa okungaphantsi okanye ukuguqulwa komgangatho osezantsi nge-autobid, cinga ukutshintshela kwiibhidi ezikhuphisanayo (ixabiso eliphantsi ngentengo yebhidi). Kunye neemeko zokubhida ezingalindelekanga ezinje ngeeholide, ii-smart bids ziyindlela elungileyo yokugcina unikezelo oluzinzileyo.

Uyilo:

  • Cwangcisa ngaphezulu Ukuhlaziya rhoqo kuyilo ukuba ukulwa nokudinwa kokuyila. Kuya kufuneka ucwangcise ngaphambi kwexesha loku, kuba uninzi lwabasebenzi lufuna ixesha elithile lokuphumla ngeeholide. Okanye, ukuba kukho imfuneko, jonga kwiqabane lokuyila ukwandisa amandla.
  • Ukuphuhlisa iholide-umxholo wokuyila ukwandisa amanqaku afanelekileyo. Oku kunokunceda ukunciphisa ezinye zeendleko eziphezulu zeentengiso zeholide.
  • uvavanyo Iintengiso ezinokudlalwa kwinethiwekhi yabaphulaphuli ukuqhuba ukubandakanyeka ngakumbi, ukufakwa komgangatho ophezulu. UFacebook uthi ezi ntengiso zifumana eyona ntsebenzo ifanelekileyo.

Ngethamsanqa, iintsuku ezibizayo ziyadlula. Phantse njengomlingo, ngoDisemba 26th, iindleko ziyehla. Uninzi lwabathengisi be-ecommerce basebenzise uhlahlo-lwabiwo mali, bathengisa uluhlu lwabo, kwaye baqwalasele unyaka owenziweyo. 

Kulapho abathengisi be-non-ecommerce- njengemidlalo kunye neeapps zeselfowuni- banosuku lwabo oluhle. Bazokonwabela ezinye ze-CPMs ezisebenzayo zonyaka ukusukela nge-26 kaDisemba ukuya kuSuku lweValentine ngoFebruwari 14, 2020.

Amaxabiso entengiso ye-CPM ngoLwesihlanu omnyama

Thatha ithuba lokwehla kwe-CPIs kunye nokungena kwempahla ukusuka ngoDisemba 26 ukuya kuValentine's Day ngokusebenzisa Intengiso kwifandesi. Emva kweKrisimesi ikwalixesha elihle lokujolisa kubasebenzisi besixhobo esitsha, kwaye izixhobo ezithile zokuyila zihlala zikufumanela ibump eyongezelelweyo ngokubaluleka. Ewe kunjalo, ukuba ufuna ukulawula ukubhida ngexesha leentsuku zobugqi, kuya kufuneka ubeke uhlahlo-lwabiwo mali ngaphambi kwexesha. 

4. Gxila kwiFowuni.

Wonke umntu uyazi ukugcwala kweselfowuni ngoku kudlula ukugcwala kwedesktop. Kodwa abathengisi abaninzi basakholelwa ukugcwala kwetrafikhi akuguquki… Okanye ubuncinci ukuba ayiguquli kunye netrafikhi yedesktop. 

Isenokungabi yinyani. 

Ukufunda Iintengiso zikaGoogle Utyhile ukwanda okumandla kumanqanaba okuguqula iselfowuni kule minyaka imbalwa idlulileyo. Amaxabiso okuguqulwa kwabathengi abaqala kunye nokuphelisa uhambo lomthengi wabo kwizixhobo eziselfowuni bonyuke nge-252%.

Ukuthengwa kweGoogle yokuNgena kweZitishi

Kodwa linda… kukho okungakumbi:

Indlela yabathengi eqala ukukhangela kwidesktop kunye nokugqibezela ukuthenga kwabo kwiselfowuni inyuke ngama-259% ngonyaka.

Ngamanye amagama, abanye abantu bakhetha ukukhangela ngeselula kunakwidesktop.

Ewe kunjalo, kukuthenga kukaGoogle, hayi iintengiso kuFacebook. Kodwa Facebook yenze uphando lwayo. Baye bafumanisa ukuba abasebenzisi beselfowuni baba ngabathengi abahambahambayo.

Izibalo zokuThenga iiFowuni zokuqala

5. Sebenzisa iVidiyo.

Ukuba uxhonywe emva kutyalo-mali lwevidiyo okanye utyalomali ngakumbi kwividiyo, isenokuba ngumda oyifunayo kwi-Q4 2019. 

Phantse umthengi o-1 kwaba-3 ovavanywayo e-US uthe ividiyo yeyona ndlela iphambili yokufumana iimveliso ezintsha.

Uphando lwe-Facebook

Ke, ukuba ufuna ukufumana abathengi abaninzi, yenza iividiyo ezininzi- zombini ze-Facebook kunye ne-Instagram. Kwaye, eVirginia, kusekho ixesha elaneleyo lokufumana iividiyo zenziwe ngaphambi kweeholide ezinkulu zokuthenga. 

Amanyathelo alandelayo

Inkampani yakho okanye iarhente iya kulawula njani ukwanda kweendleko zeentengiso zeQ4 kuFacebook? Ngaba izicwangciso zakho zeQ4 zisebenze kakuhle kulo nyaka uphelileyo? Cinga malunga nalapho ubucwangcise khona apho usinge khona. Cinga nje ngokukhawuleza; NgoLwesihlanu omnyama uphezu kwethu.

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