IiModeli ezintathu zokuThengisa iShishini lokuHamba: CPA, PPC, kunye neCPM

Iimodeli zeNtengiso yoShishino lokuHamba - CPA, CPM, CPC

Ukuba ufuna ukuphumelela kushishino olukhuphisana kakhulu njengokuhamba, kufuneka ukhethe isicwangciso sentengiso esihambelana neenjongo zeshishini lakho kunye nezinto eziphambili. Ngethamsanqa, zininzi izicwangciso zendlela yokukhuthaza uphawu lwakho kwi-intanethi. Sagqiba ekubeni sithelekise ezona zidumileyo kubo kwaye sivavanye izinto eziluncedo nezingalunganga.

Ukunyaniseka, akunakwenzeka ukukhetha imodeli enye eyona nto ingcono kuyo yonke indawo kwaye rhoqo. Iimpawu ezinkulu zisebenzisa iimodeli ezininzi, okanye zonke ngaxeshanye, kuxhomekeke kwimeko.

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

Hlawula ngokucofa (PPC) intengiso yenye yeendlela ezidumileyo zentengiso. Isebenza ngokulula kakhulu: amashishini athenga iintengiso ngokutshintshiselana ngokucofa. Ukuthenga ezi ntengiso, iinkampani zihlala zisebenzisa amaqonga afana neeNtengiso zikaGoogle kunye nentengiso yeemeko.

I-PPC ithandwa ziimpawu kuba ilula kwaye kulula ukuyilawula. Ngokuxhomekeke kwiimfuno zakho, unokugqiba ukuba abaphulaphuli bakho bahlala phi, ukongeza naziphi na iimpawu ozifunayo. Ngaphezu koko, umthamo wetrafikhi awunamda (kuphela komda luhlahlo lwabiwo-mali lwakho).

Into eqhelekileyo kwi-PPC kukubhida ibhrendi, xa amashishini ebhidila ngokwemigaqo yebhrendi yomntu wesithathu ukubabetha kwaye atsale abathengi bawo. Amaxesha amaninzi iinkampani ziye zinyanzeleke ukuba zenze oku kuba abo bakhuphisana nabo bathenga iintengiso ngokusekelwe kwizicelo zegama labo bakhuphisana nabo. Umzekelo, xa ukhangela i-Booking.com kwiGoogle iya kuba yeyokuqala kwicandelo lasimahla kodwa ibhloko yentengiso ene-Hotels.com kunye nezinye iimpawu zihamba kuqala. Abaphulaphuli ekugqibeleni baya kulowo othenga intengiso yePPC; ngenxa yoko, i-Booking.com idinga ukuhlawula naxa iyinkokeli yokukhangela simahla. Ukuba inkampani oyikhangelayo ayibonakali kwicandelo leentengiso, inokulahlekelwa ngabathengi emini. Ngaloo ndlela, ezo zibhengezo ziye zasasazeka kuyo yonke indawo.

Nangona kunjalo, imodeli ye-PPC inomngcipheko omkhulu: uguqulo aluqinisekiswanga. Iinkampani zinokuphonononga iziphumo zamaphulo ukuze ziphelise ezo zingasebenziyo. Kwakhona kunokwenzeka ukuba inkampani isebenzise imali engaphezu kwaleyo iyifumanayo. Ngowona mngcipheko ubalulekileyo ukuba uqwalaselwe ngamaxesha onke. Ukunciphisa, ndincoma ukuba uqinisekise ukuba amaphulo akho afikelela kubaphulaphuli ojolise kubo. Gcina ingqondo evulekile kwaye uhlale ubhetyebhetye.

Ixabiso-Ngemayile (CMP) Umzekelo

I-Cost-Per-Mile yenye yezona modeli zidumileyo kwabo bafuna ukufumana ukhuseleko. Iinkampani zihlawula iwaka ngalinye lemibono okanye intengiso yentengiso. Ihlala isetyenziswa kwintengiso ngokuthe ngqo, njengaxa ivenkile ikhankanya uphawu lwakho kumxholo wayo okanye kwenye indawo.

I-CPM isebenza kakuhle ngakumbi ekwakheni ulwazi lwebrendi. Iinkampani zinokulinganisa impembelelo ngokusebenzisa izikhombisi ezahlukeneyo. Umzekelo, ukonyusa ukuqondwa kophawu, inkampani iya kuhlola inani lamaxesha abantu abakhangela ngalo uphawu, inani lokuthengisa, njl.

I-CPM ifumaneka kuyo yonke indawo ukuthengisa okunempembelelo, eseyintsimi entsha ngokwentelekiso. Kwiminyaka yakutshanje, kukho ukwanda okubonakalayo kwabaphembeleli kwishishini.

Iqonga lentengiso yeqonga lehlabathi ubungakanani bemalike buqikelelwe kwi-USD 7.68 yeebhiliyoni ngo-2020. Kulindeleke ukuba yande ngesantya sokukhula sonyaka esihlanganisiweyo (CAGR) se-30.3% ukusuka ngo-2021 ukuya ku-2028. 

Uphando oluKhulu ngokujonga

Nangona kunjalo, i-CPM ikwanazo ezinye iingxaki. Umzekelo, ezinye iinkampani ziyasikhaba esi sicwangciso kumanqanaba okuqala eshishini labo kuba kunzima ukulinganisa impembelelo yezi ntengiso.

Ixabiso-Ngesenzo (CPA) Umzekelo

I-CPA yeyona modeli ilungileyo yokutsalwa kwezithuthi - amashishini ahlawula kuphela ukuthengisa okanye ezinye iintshukumo. Kunzima kakhulu, kuba akunakwenzeka ukuqalisa inkampani yentengiso kwiiyure ezi-2, njengePPC, kodwa iziphumo zithembeke ngakumbi. Ukuba uyifumene kwasekuqaleni, iziphumo ziya kuba nokulinganiswa kuzo zonke iinkalo. Oku kuya kukuvumela ukuba ufikelele kubaphulaphuli bakho kwaye kukunike idatha yobuninzi malunga nokusebenza kwamaphulo akho.

Ndiyayazi into endithetha ngayo: inethiwekhi yokuthengisa edibeneyo inkampani yam - Ukuhlawulwa ngehambo – ibonelela isebenza kwimodeli CPA. Zombini iinkampani zokuhamba kunye neeblogi zokuhamba zinomdla kwintsebenziswano elungileyo kuba iinkampani zihlawula kuphela isenzo, ngelixa kwangaxeshanye zifumana i-coverage kunye nemibono, kwaye abanikazi bezithuthi banomdla kakhulu ekukhangiseni iimveliso ezifanelekileyo okanye iinkonzo kubaphulaphuli babo, njengoko zifumana iikomishoni eziphezulu. ukuba abathengi bathenga amatikiti okanye babhukishe ihotele, ukhenketho okanye enye inkonzo yokuhamba. Intengiso edibeneyo ngokubanzi - kunye Ukuhlawulwa ngehambo ngokukodwa - isetyenziswa ziinkampani ezinkulu zokuhamba ezifana Booking.com, Getyourguide, IngcebisoEzintathu kunye namawaka ezinye iikomishoni zokuhamba.

Nangona i-CPA ingabonakala njengeyona ndlela ilungileyo ye-ad, ndincoma ukucinga ngokubanzi. Ukuba unethemba lokubandakanya icandelo elikhulu labaphulaphuli ojolise kubo, esi ayinakuba sisicwangciso sakho kuphela. Xa uyifaka kwisicwangciso sakho seshishini, nangona kunjalo, uya kufikelela kubaphulaphuli abaninzi kuba uya kudibanisa abaphulaphuli bakho. Akwenzeki ukuba intengiso yomxholo ifezekise oku.

Njengenqaku lokugqibela, nali ingcebiso: kubalulekile ukukhumbula ukuba akukho nasinye kwiindlela ezidwelisiweyo esona sisombululo. Kukho imigibe kubo bonke, ke qiniseka ukuba ufumana indibaniselwano elungileyo yezicwangciso ezisekelwe kuhlahlo lwabiwo-mali kunye neenjongo zakho.