Dibana nabaqhubi aba-3 bokuSebenza koMkhankaso wokuFumana abaSebenzi

Ukusebenza kwePhulo lokuThengisa

Zininzi iindlela zokuphucula ukusebenza kwephulo. Yonke into evela kumbala kwifowuni yokwenza iqhosha lokuvavanya iqonga elitsha inokukunika iziphumo ezingcono.

Kodwa oko akuthethi ukuba yonke i-UA (ukuFunyanwa koMsebenzisi) iqhinga lokusebenzisa oya kuthi usebenze kulo ulifanele ukwenza.

Oku kuyinyani ngakumbi ukuba unezinto ezinqongopheleyo. Ukuba ukwiqela elincinci, okanye uneengxaki zohlahlo-lwabiwo mali okanye iingxaki zexesha, ezo zithintelo ziya kukuthintela ekuzameni lonke iqhinga lokusebenzisa incwadi.  

Nokuba awukho wedwa, kwaye unazo zonke izixhobo ozifunayo, kuhlala kukho umcimbi ekugxilwe kuwo. 

Ukugxininisa kunokuba yeyona nto ixabisekileyo kuthi. Phakathi kwayo yonke ingxolo yolawulo lwemihla ngemihla, ukukhetha eyona nto kugxilwe kuyo kwenza wonke umahluko. Akukho ngongoma ekuvaleni uluhlu lwakho lwezinto eziza kwenziwa kunye neendlela zokwenza izinto ezingayi kwenza umahluko omkhulu. 

Ngethamsanqa, akukho nzima ukubona ukuba zeziphi iindawo ekugxilwe kuzo ezifanelekileyo. Emva kokulawula ngaphezulu kwe- $ 3 yezigidigidi kwinkcitho yentengiso, sibonile ukuba yintoni eyenza umahluko, kwaye yintoni engenziyo. Kwaye ezi, ngokungathandabuzekiyo, zezona zinto zintathu zokuqhuba komkhankaso we-UA ngoku:

  • Ulungelelwaniso loyilo
  • ibhajethi
  • Ujoliso

Fumana ezo zinto zintathu zidaywe ngaphakathi, kwaye onke amanye amaqhinga okunyusa amandla awazukubaluleka phantse kangako. Nje ukuba uyilo, ukujolisa, kunye nohlahlo-lwabiwo mali lusebenze kwaye luhambelane, amaphulo akho e-ROAS aya kuba sempilweni ngokwaneleyo ukuba awuzukufuna ukusukela zonke iindlela zokwenza ubuchule oziva malunga nokuphuculwa okungabonakaliyo. 

Masiqale ngolona tshintsho lukhulu lomdlalo:

UkuSebenza koBuchule

Ukulungiswa koyilo zizandla ezantsi kweyona ndlela isebenzayo yokunyusa i-ROAS (Buyela kwiNkcitho yeNtengiso). Ixesha. Ityumza nasiphi na esinye isicwangciso sokusebenza, kwaye ngokunyanisekileyo, siyayibona izisa iziphumo ezingcono kunayo nayiphi na eminye imisebenzi yeshishini nakweliphi isebe. 

Kodwa asithethi ngokuqhuba nje iimvavanyo ezimbalwa zokwahlulahlula. Ukuze usebenze ngempumelelo, ubuchule bokuyila kufuneka bube nesicwangciso esiliqili, esisebenzayo, kwaye siqhubeke 

Siye saqulunqa indlela epheleleyo yokuyilwa koyilo ekuthiwa Uvavanyo lwexabiso lokuBala. Izinto ezisisiseko zezi:

  • Yipesenti encinci yeentengiso ozenzileyo ezakha zenziwa. 
  • Ngokwesiqhelo, ziipesenti ezintlanu zeentengiso ezakha zabetha ulawulo. Kodwa yile nto uyifunayo, akunjalo - ayisiyiyo enye nje intengiso, kodwa intengiso elungileyo ngokwaneleyo ukuba ingasebenza, kwaye ibaleke ngokunenzuzo. Umsantsa wentsebenzo phakathi kwabaphumeleleyo nabaphumeleleyo mkhulu, njengoko ubona ngezantsi. Itshathi ibonisa intengiso ichithe ukwahluka kumaqhekeza angama-5 ahlukeneyo okuyilo, kwaye sabela inkcitho ngokungqongqo kwintsebenzo. Zimbalwa kuphela ezo ntengiso zingama-600 zenziwe ngenene.

Uvavanyo oluninzi lobuchule

  • Siphuhlisa kwaye sivavanye iintlobo ezimbini ezingundoqo zoyilo: iiConcepts kunye nokwahluka. 

I-80% yento esivivinyayo yintlukwano kwintengiso ephumeleleyo. Oku kusinika ukonyuka okuphumeleleyo ngelixa kusivumela ukuba sinciphise ilahleko. Kodwa sikwavavanya iikhonsepthi- ezinkulu, ezinesibindi izimvo ezintsha- iipesenti ezingama-20 zexesha. Imiqondo ihlala itanki, kodwa ngamanye amaxesha bayayenza. Ke ngamanye amaxesha, bafumana iziphumo zekhefu ezivuselela indlela yethu yokuyila kangangeenyanga. Isikali sezo mpumelelo silungisa ilahleko. 

iikhonsepthi ngokuchaseneyo nokwahluka

  • Asidlali ngemigaqo esemgangathweni yokubaluleka kwamanani kuvavanyo lwe-A / B. 

Kuvavanyo lwe-A / B oluqhelekileyo, udinga malunga nenqanaba lokuzithemba le-90-95% ukufezekisa ukubaluleka kweenkcukacha manani. Kodwa (kwaye oku kubalulekile), uvavanyo oluqhelekileyo lujonga izibonelelo ezincinci, ezonyukayo, njengokuphakamisa iipesenti ezi-3. 

Asivavanyi ukunyuswa kwe-3%. Sijonge okungenani i-20% yokuphakamisa okanye ngcono. Kungenxa yokuba sijonge uphuculo olukhulu kangako, kwaye ngenxa yendlela ezisebenza ngayo izibalo, sinokuqhuba iimvavanyo zexesha elingaphantsi kakhulu kunakwimveli yovavanyo lwe-a / b oluya kufuna. 

Le ndlela igcina abathengi bethu itoni yemali kwaye isenzela iziphumo ezinokukhawuleza. Oko, kuthi, kusivumele ukuba sikhawuleze ngokukhawuleza ngakumbi kunabo sikhuphisana nabo. Sinokwandisa ubuchule ngexesha elincinci kwaye sinemali encinci kunesiqhelo, isikolo esidala kuvavanyo lwe-a / b luya kuvumela. 

Sicela abathengi bethu ukuba babe bhetyebhetye malunga nezikhokelo zorhwebo. 

Ukuphawula kubalulekile. Siyayifumana. Kodwa ngamanye amaxesha iimfuno zebrendi ziyayiphazamisa ukusebenza. Ke, siyavavanya. Uvavanyo esilwenzileyo olukhokelela kwizikhokelo zokuthobela uphawu aluhambi ixesha elide, bambalwa kakhulu abantu abazibonayo, kwaye ke akukho monakalo mncinci kulungelelwaniso lwebrand. Sikwenza konke okusemandleni ukulungelelanisa uyilo ngokukhawuleza okukhulu, ke kuyahambelana nezikhokelo zebrendi ngelixa kugcinwa ukusebenza. 

Izikhokelo eziguqukayo vs ezingqongqo zorhwebo

La ngamanqaku aphambili kwindlela yethu yangoku malunga nokuvavanywa koyilo. Indlela yethu ihlala iguquka - siyavavanya kwaye sicele umngeni kwindlela yethu yokuvavanya phantse kangangoko sinako ukuyilawula. Ukufumana inkcazo enzulu malunga nendlela esiqala ngayo ukuvavanya kunye nokuvavanya iintengiso eziyi-100x, jonga iposti yebhlog yethu yamva nje, Izinto ezenziwa nguFacebook: Uyenza njani iMveliso kunye nokuSebenzisa iiNtengiso zeSelfowni kwinqanaba, okanye iphepha lethu elimhlophe, Ukusebenza kweDrive yokuqhuba kwiNtengiso ye-Facebook!

Kutheni iliXesha lokuCinga kwakhona ngokuYila njengoMqhubi oPhambili wokuSebenza koMkhankaso

Ukuqamba igama njengeyona ndlela # 1 yokuphucula intsebenzo ayiqhelekanga kwi-UA nakwintengiso yedijithali, ubuncinci phakathi kwabantu ebekade bekwenza okwethutyana. 

Iminyaka, xa umphathi we-UA esebenzisa igama ukwenziwa, bathetha ukwenza utshintsho kulwabiwo-mali kunye nokujolisa kubaphulaphuli. Ngenxa yemida yetekhnoloji esinayo kude kube ngoku kutshanje, khange sifumane idatha yokusebenza kwephulo ngokukhawuleza ngokwaneleyo ukuba sisebenze kuyo kwaye senze umahluko ngexesha lephulo. 

Ezo ntsuku ziphelile. Ngoku, sifumana ixesha lokwenyani okanye phantse idatha yexesha lokwenyani evela kwimikhankaso. Kwaye yonke micron yokusebenza unokuyikhupha kwimicimbi yephulo. Oku kuyinyani ngakumbi kwimeko yentengiso ehamba phambili, apho izikrini ezincinci zithetha ukuba akukho sithuba saneleyo kwiintengiso ezine; kukho indawo enye kuphela. 

Ke, ngelixa ukujolisa kunye nohlahlo-lwabiwo mali zizindlela ezinamandla zokuphucula ukusebenza (kwaye kufuneka usebenzise novavanyo loyilo), siyazi ukuba uvavanyo lokuyila lubetha ibhlukhwe kuzo zombini. 

Ngokomndilili, ukubekwa kumajelo eendaba kuphela malunga ne-30% yempumelelo yephulo lophawu ngelixa i-yoyile iqhuba i-70%.

Cinga ngoGoogle

Kodwa ayisiyiyo kuphela kwesizathu sokujolisa kwi-laser malunga nokwenza ubuchule bokuyila. Ngokufanelekileyo, esona sizathu sokugxila kuyilo kungenxa yokuba eminye imilenze emibini ye-UA stool - uhlahlo-lwabiwo mali kunye nokujolisa- iya isiba ngumatshini ozenzekelayo. I-algorithms kwiiNtengiso zikaGoogle kunye noFacebook zithathe uninzi lwezinto ebezisakuba yimisebenzi yomphathi we-UA yemihla ngemihla. 

Oku kuneziphumo ezininzi ezinamandla, kubandakanya nenqanaba lokudlala kwinqanaba elikhulu. Ke, nawuphi na umphathi we-UA ebekade efumana ithuba lokubulela kubuchwephesha besikhangiso somntu wesithathu ngaphandle kwethamsanqa. Abo bakhuphisana nabo ngoku banokufikelela kwizixhobo ezifanayo. 

Oko kuthetha ukhuphiswano olongezelelekileyo, kodwa okona kubaluleke kakhulu, kuthetha ukuba sitshintshela kwihlabathi apho ubugcisa kuphela kwenyhweba yokwenene eseleyo. 

Konke okuthethileyo, kusekho impumelelo yokusebenza ebalulekileyo ekufuneka yenziwe ngokujolisa ngcono kunye nohlahlo-lwabiwo mali. Akunakuba nefuthe elifanayo njengobuchule, kodwa kufuneka batyhilwe kuyo okanye ubuchule bakho abuyi kwenza ngendlela enokwenzeka ngayo.

Ujoliso

Nje ukuba ufumane umntu olungileyo ukuba ubhengeze kuye, kwaye isiqingatha sedabi siphumelele. Kwaye enkosi kwizixhobo ezithandekayo ezinje ngabaphulaphuli abakhangeleka ngoku (ngoku ziyafumaneka kuzo zombini iFacebook kunye noGoogle), sinokwenza ngokucacileyo ukwahlulahlulwa kwabaphulaphuli. Singaqhekeza abaphulaphuli ngokuthi:

  • "Ukugcwala" okanye ukudibanisa abaphulaphuli abakhangeleka befana
  • Ukuzahlula ngokwelizwe
  • Abaphulaphuli "be-Nesting", apho sithatha i-2% yabaphulaphuli, sichonge i-1% yamalungu ngaphakathi kuyo, emva koko sithabathe i-1% yeerandi ngaphandle ukuze sishiyeke ngabaphulaphuli aba-2% abamsulwa.

Ezi ntlobo zabaphulaphuli ezijolise kakhulu zisivumela ukuba sonyuse ukusebenza kwinqanaba uninzi lwabathengisi abangenako ukukwenza, kodwa likwasivumela ukuba kuphephe ukudinwa kwabaphulaphuli kukude kakhulu kunendlela ebesinokukwenza ngayo. Isixhobo esibalulekileyo sokwenza ukusebenza okuphezulu. 

Senza isahlulo sabaphulaphuli kunye nomsebenzi wokujolisa esakha isixhobo sokwenza kube lula. Ukuboniswa kwabaPhulaphuli Masenze amakhulu wabaphulaphuli abajongeka njengokujolisa ngokuhlekisayo ngegranular kwimizuzwana. Ikwasivumela ukuba silitshintshe ixabiso labaphulaphuli abathile ngokwaneleyo ukuze i-Facebook ikwazi ukujolisa ngcono kumathemba aphezulu.

Ngelixa lonke olujolise kubaphulaphuli olunoburharha lunceda ukusebenza, inesinye isibonelelo: Isivumela ukuba sigcine uyilo siphila kwaye siqhuba kakuhle ixesha elide ngaphandle kokujolisa phambili. Ixesha elide sinako ukugcina uyilo luphila kwaye lusebenza kakuhle, ngcono. 

Uhlahlo lwabiwo-mali

Sivela kude kukuhlenga-hlengiso lwebhidi kwiseti yentengiso okanye kwinqanaba lamagama aphambili. Kunye Ukuphuculwa kohlahlo lwabiwo-mali, Ukubhida i-AEO, ukubhida ixabiso, kunye nezinye izixhobo, ngoku sinokuthi ngokulula sixelele ialgorithm ukuba zeziphi iintlobo zenguqu esizifunayo, kwaye sizakuzifumanela zona. 

Kusekho ubugcisa kuhlahlo-lwabiwo mali, nangona kunjalo. Nganye Ulwakhiwo lukaFacebook weSikali ezona ndlela zilungileyo zokuziphatha, ngelixa abaphathi be-UA kufuneka babuye umva kulawulo olusondeleyo lohlahlo-lwabiwo mali, banenqanaba elinye lolawulo olushiyekileyo. Oko kukutshintsha ukuba leliphi inqanaba lomjikelo wokuthenga abafuna ukujolisa kuwo. 

Ke ukuba, bathi, umphathi we-UA kufuneka afumane uguquko ngakumbi ukuze i-Facebook algorithm isebenze ngcono, inako hambisa umsitho abalungiselela wona kufutshane nomphezulu wefaneli - ukufakela usetyenziso, umzekelo. Ke, njengoko idatha inyuka kwaye benoguquko olwaneleyo lokucela isiganeko esithile, esingaphantsi kwesiqhelo (njengokuthenga kwangaphakathi nohlelo), emva koko banokutshintsha ukujolisa komsitho kwinto ebaluleke ngakumbi. 

Olu iseluhlahlo-lwabiwo mali, ngendlela yokuba ilawula inkcitho, kodwa ilawula inkcitho kwinqanaba lesicwangciso. Kodwa Ngoku ii-algorithms ziqhuba kakhulu kweli cala lolawulo lwe-UA, thina bantu sishiyeke ukuba sifumane isicwangciso, hayi ibhidi nganye. 

Ukusebenza kwe-UA sisihlalo esinemilenze emithathu

Ngalinye laba baqhubi beeprayimari libaluleke kakhulu kwiphulo lokusebenza, kodwa ayide ibe uyayisebenzisa kwikhonsathi yokuba baqala ukubamba i-ROAS. Zonke ziyinxalenye yesitulo esinemilenze emithathu. Ungayihoyi enye, kwaye ngequbuliso ezinye ezimbini azizukukubamba. 

Le yinxalenye enkulu yobugcisa bolawulo lwephulo ngoku-ukuzisa uyilo, ukujolisa, kunye nohlahlo-lwabiwo mali kunye ngendlela elungileyo. Ukuphunyezwa ngokuchanekileyo koku kuyahluka ukusuka kumzi mveliso ukuya kumzi mveliso, umthengi ukuya kubaxhasi, kwaneveki iveki. Kodwa lo ngumceli mngeni kulawulo olukhulu lokufumana umsebenzisi ngoku. Abanye bethu, kumnandi kakhulu. 

Ingaba ucinga ntoni?

Le sayithi isebenzisa i-Akismet ukunciphisa ugaxekile. Funda indlela idatha yakho yokubhaliweyo isetyenziswe ngayo.