I-Contextual Targeting - Umhlahlandlela ophelele onezibonelo

Ukuqondisa kokuqukethwe kuyisici Sesikhangiso se-PPC esikuvumela ukuthi uphromothe imikhiqizo yakho kuzithameli zakho ngaphandle kokuncika kumakhukhi ezinkampani zangaphandle.

Kuyindlela endala yokukhangisa ekade ikhona iminyaka kodwa esanda kuthola udumo ngemuva kwemikhawulo yobumfihlo ebekwe izinkampani ezinkulu zobuchwepheshe.

Namuhla, cishe u-61% wamabhrendi uncamela ngaphezu kokuqondiswa kokuziphatha futhi ayisebenzisele izikhangiso zabo zokubonisa.

Kulesi sihloko, ngizofaka izisekelo zokukhomba umongo (CT) nokuthi ingakusiza kanjani ukuthi uthole ukuchofoza okwengeziwe.

Ake siqale ngezisekelo.

Kuyini i-Contextual Targeting?

Ukuqondisa kokuqukethwe kuwukuzenzakalela kokubekwa kwesikhangiso okusebenzisa izikhangiso zakho zokubonisa kuphela emakhasini anokuqukethwe okumeshayo okungcono kakhulu.

Isebenza ngendlela efanayo ekuqondisweni kokuziphatha, kodwa esikhundleni sokusebenzisa umlando wokuphequlula ukuze inqume isithakazelo sezivakashi, ithola amakhasi abonisa okuqukethwe okuhlobene nemikhiqizo yakho.

Le nqubo ikusiza ukuthi ubeke umkhiqizo wakho endaweni efanele kanye nesikhathi ukuze uthole ukuchayeka okuphezulu.

Iphinde ishayele imiphumela engcono ngoba ikuvumela ukuthi ubeke Isikhangiso sakho sesibhengezo phambi kwezithameli zakho ngaphandle kokuphusha.

Ukuze siwubambe ngokugcwele umqondo, ake sihlole umehluko phakathi kokuziphatha nokukhomba umongo.

Umehluko Phakathi Kokuziphatha Nokuqondiswa Kokuqukethwe

Ukuqondisa ukuziphatha kusebenzisa amakhukhi ezinkampani zangaphandle ukulandelela uhlobo lwamasayithi owavakashele, futhi ngokusekelwe kulolo lwazi, kubonisa izikhangiso ezifanele izikhathi eziningi ukuze udonse ukunaka kwakho.

Kuyindlela esebenzayo yokuphinda uqondise ukumaketha okukhiqiza ukuguqulwa okungu-6.8% ngaphezulu kunezinye izinhlobo. Kodwa kukhona ukuhlehla okukhulu kukho.

Ngokubonisa ngokuphindaphindiwe isikhangiso esifanayo ngokuvamile kudala okuphambene - nokubi - ukusabela.

Ake nginike isibonelo.

Uyakubona okuthunyelwe okungenhla?

Isibhengezo sivele ngemuva kokuhlola isihloko sokuthengisa se-B2B ezinsukwini ezimbalwa ezedlule.

I-Google iqoqe intshisekelo yami kudatha eqoqwe amakhukhi futhi yaqala ukunginikeza uchungechunge lwezikhangiso zokuthuthukisa ibhizinisi.

Bengilokhu ngiyibona kuwo wonke amasayithi kusukela lapho, noma ngabe ngivakashela yiphi isayithi.

Iposi elijahayo belizongethusa kakhulu, ukube bengingazi ukuthi belithola kanjani ulwazi lwami.

Abaningi bathola Izikhangiso ezihloselwe kabusha ziwusizo ngoba zibanikeza abakufunayo, kodwa Ama-54% asazizwa ecashile ngezinga labo lokunemba.

Ngakolunye uhlangothi, ukuqondisa kokuqukethwe, kusebenzisa izindlela ezingahlaseli.

Kunokugxila ekuziphatheni kokuphequlula, iskena amagama akho angukhiye ngamakhasi osokhaya futhi ibonise Isikhangiso sakho kumasayithi isebenzisa amagama aqondile noma okuqukethwe okungaphansi.

Ngakho-ke, uma uthengisa ama-shampoos e-herbal, Isikhangiso sakho sizovela kuphela kumasayithi abelana ngokunakekelwa kwezinwele noma inhlanzeko yomuntu siqu.

Kucabange njenge-Google SEO ukwenza kahle.

Eqinisweni, okuthunyelwe kwenjini yokusesha kuyisibonelo sangempela sayo!

Ayiveli ngokungahleliwe esipheqululini sakho ngaphandle uma uthayipha igama elingukhiye elithile noma umbuzo.

Amapulatifomu adumile anikezela nge-Contextual Targeting Izinketho

Njengamanje, izinkampani ezingaphezu kwamashumi amathathu zibalwa njengamanethiwekhi ezikhangiso ezinkampani zangaphandle eziphezulu emakethe, futhi ezimbalwa zazo zinikeza izici eziqondiswe komongo.

Kodwa ukuze ugweme ukukuthwalisa kanzima ngolwazi, ngilunciphise uhlu lwaba yizinkundla ezintathu ezidumile lapha.

1. Google AdSense

I-Google ibiwuphawu lokuqala olwethula ukukhomba ngokomongo kumkhiqizo wayo we-AdSense, futhi kusewukuqala u-97% wabakhangisi abawufunayo.

Isici sayo se-CT silandelela itimu emaphakathi yamakhasi futhi sibeka ngokuzenzakalelayo isibhengezo sakho kulawo ahlobene eduze niche yomkhiqizo wakho. Senza isikhangiso sakho esibonisiwe sisebenze kakhulu futhi sishayelela amathani ethrafikhi yekhwalithi kusayithi lakho.

Ngokwemvelo kunezici ezimbalwa i-Google ezicabangelayo ukuze zenze ukubamba imali okunembile, kodwa kuncike kakhulu kuzo yakho idatha yomkhankaso ecacisiwe ukuze ulungise usesho lwayo.

Ungafinyelela kanjani kuyo?

I-Google inikeza le nketho ngendlela yayo yomkhankaso ngezansi kwezigaba zezibalo zabantu. Noma ubani one-akhawunti ye-AdSense angayisebenzisela ukwenza ukubekwa kwakhe kwesikhangiso ngokuzenzakalelayo.

2. I-Amazon DSP

I-Amazon isingatha izigidi zemikhiqizo futhi, ngenxa yalokho, inikezela ngezinsizakalo zokukhangisa ezihlukene ukuvumela abathengisi ukuthi bakhuthaze imikhiqizo yabo ukuze banqobe umncintiswano.

Omunye wemikhiqizo yayo ubizwa nge-DSP. Kuyisevisi yokubeka isikhangiso ekuvumela ukuthi uthenge isikhala sesibhengezo sakho.

Akudingekile ukuba ube Umthengisi we-Amazon ukuze uzitholele le nkonzo. Ungayisebenzisa ukuze ubonise Izikhangiso zakho kokuthunyelwe kwamabhulogi angaphandle, izinhlelo zokusebenza ze-android, amakhasi omkhiqizo, nanoma iyiphi isayithi kuyo yonke iwebhu.

Inikeza zonke izinhlobo ezintathu zesikhangiso ezimile, zevidiyo, nezomsindo ukuze zikusize uthole ukuchayeka.

Ungayithola Kanjani?

I-Amazon DSP itholakala kuwe kuphela ngezinsizakalo zezinkampani zangaphandle. Inikeza izinketho ezimbili zokufinyelela isici.

• Ungaqasha umxhumanisi we-Amazon ukuthi akuphathele yona.
• Ungaya kuma-ejensi ukuze asebenzise lo msebenzi.

Xhumana nokuthengiswa kwezikhangiso ze-Amazon ukufunda kabanzi ngakho.

3. Ukubhalisa

I-Adroll iyithuluzi lokumaketha elinikeza ububanzi obubanzi bemisebenzi ukukusiza uqalise umkhankaso wesikhangiso oyimpumelelo.

Ukuqondisa kokuqukethwe kuyingxenye yomkhankaso wayo wokuqwashisa umkhiqizo. Ikunikeza inkambu yangokwezifiso ukuze ucacise i-niche yomkhiqizo wakho futhi wabelane ngokuzenzakalela ngesikhangiso sakho kumawebhusayithi afanelekile.

Ngayo, ungakha kokubili Izikhangiso ezimile nevidiyo futhi ulawule lapho ofuna ukuzibonisa khona ukuze uguqule imikhondo eminingi.

Nakuba inketho yokukhomba ye-Adroll ingasebenzi ngendlela efana ne-Google noma i-Amazon, inokufinyelela okungcono futhi inikeza ezinye izici eziseceleni eziyenza ibe ithuluzi elikhangayo. Njengokuheha izivakashi ezivela ezikhangisweni zakho zokubonisa ngezincomo zomkhiqizo ezizenzakalelayo.

Hlola isayithi ukuze ufunde kabanzi ngayo.

Ungafinyelela kanjani kuyo?

Ungathenga okubhaliselwe kwanyanga zonke kwe-Adroll ukuze uthole amasevisi. Ikhokhisa ubuncane buka-$19 ngenyanga. Ungakwazi futhi ukuyihlola mahhala.

I-Contextual Targeting isebenza kanjani?

I-Contextual Targeting ihlanganisa ukuchaza ukuthi isikhangiso sakho simayelana nani, iyiphi iwebhusayithi engaba yi-niche engagqamisa imikhiqizo yakho, nokuthi yiliphi ikhasi elifaneleka kakhulu.

Uma usebenzisa i-Google AdSense, uzokwazi ukuhlangabezana nezinjongo ezingenhla ngamagama angukhiye, izihloko, nokubeka.

Isihloko sikhomba isigaba sekhasi. Ukubekwa kukhuluma ngesiteshi sakho sokumaketha osithandayo, futhi igama elingukhiye linquma ukuhlobana kwekhasi.

Kusebenza kanjani ukukhomba umongo

Ake sithi uyi-a Ukukhangisa kwe-B2B umxhumanisi osiza osomabhizinisi abasafufusa ukukala izinkampani zabo. Imakethe yakho ohlosiwe ihlanganisa abanikazi bamabhizinisi amancane abangase babe nentshisekelo yokufunda ukuthi bangakufeza kanjani lokho.

Ungafuna ukufaka kuphi isikhangiso sakho ukuze uthole ukubonakala okwengeziwe?

Indawo okuyiwa kuyo efika engqondweni yi- blog on ukumaketha nokuthengisa. Iwebhusayithi izoba indawo yakho, kuyilapho ukuthengisa nokumaketha kuzoba izihloko zakho.

Ungalungisa uhlu lwakho ngokuqhubekayo ngamagama angukhiye ahlobene afana nalawa indlela yokukhulisa ukuthengisa, khulisa imali engenayo, isizukulwane esiholayo, kanye nemibandela efanayo.

Ngokusho lokhu okungenhla emkhankasweni wakho, utshela i-Google ukuthi ibeke isikhangiso sakho kuma-Webblogs wokumaketha emakhasini adingida ukukhiqizwa okuholayo, izimali ezingenayo, nokuthengisa.

Yileyo ndlela ngempela ukukhomba umongo okusebenza ngayo.

Kungani Kufanele Usebenzise I-Contextual Targeting?

Kunezizathu ezintathu ezinkulu okufanele ukhethe ukukhomba ngokomongo kumkhankaso wakho olandelayo.

• Iyabiza.
• Kuphephile ukusebenzisa.
• Inikeza ukwenza kube ngokwakho okwengeziwe.

Ake ngichaze ngayinye kafushane.

I-1. Kuqiza kahle 

Ubuwazi ukuthi ibhizinisi elincane elimaphakathi lichitha cishe u-$9k kuya ku-$10 ngenyanga kuzikhangiso ze-Google?

Osomabhizinisi bachitha ingxenye enkulu yesabelomali sabo ekukhangiseni ukuze bakhe ukuqwashisa ngomkhiqizo futhi bathole ukuthengisa okwengeziwe. Ngalolo tshalomali olungaka emgqeni, ungafuna umkhankaso wakho ukhange imikhondo efanelekayo emakhasini akho okufika.

Izikhangiso Zokuqukethwe ziqondise kuphela lezo zivakashi ezikhona okwamanje ukuhlola izihloko ezihlobene nomkhiqizo wakho. Ikuvumela ukuthi wehlise izindleko zokutholwa ngokwenza isiqiniseko sokuthi Izikhangiso zakho azigcini emakhasini angahleliwe.

2. Zivikele

Anginaso isiqiniseko sokuthi uyazi yini kodwa iziphequluli ezidumile njengeFirefox neSafari kudala zakhawula amakhukhi ezinkampani zangaphandle ukuthi zihlole ukuziphatha kwalowo ongase abe amakhasimende akho.

Manje, iGoogle isanda kumemezela uhlelo olubizwa ngokuthi “Ubumfihlo beSandbox” lokho ekugcineni kungenza amakhukhi ezinkampani zangaphandle aphelelwe yisikhathi.

Yize isimemezelo sibathokozisile abasebenzisi besayithi, silethe inselele enkulu kubakhangisi abathembele kubo ukuthi balandelele okuthandwa yizithameli zabo.

Njengoba Izikhangiso ezingokuqukethwe zingawadingi amakhukhi ukukala ukuziphatha kwezivakashi, akufanele ukhathazeke ngezinguquko ezizayo ezithinta umkhankaso wakho we-PPC.

3. Kwenziwe ngentando yakho 

Abantu bavezwa amakhulu ezikhangiso nsuku zonke, futhi cishe u-10% wazo uzithola zinentshisekelo ngokwanele ukuthi ungazichofoza. Ngemakethe enzima kangaka, ukuphela kwendlela yokubamba ukunaka kwezithameli zakho ukwenza kube ngokwakho.

Ukuqondisa kokuqukethwe kushintsha ukubekwa kwakho kwesikhangiso ngokusekelwe esihlokweni sakho ozithakaselayo.

Kukunika ithuba lokukhetha izihloko ezingenza imikhiqizo yakho ikhange nakakhulu kumakhasimende akho angaba khona—njengokunikeza amathuluzi okwenza inhlaka kubhulogi ye-DIY jewelry craft.

Izibonelo Zokukhomba Kokuqukethwe 

Manje njengoba sesinombono ovamile mayelana nokukhomba umongo, ake sedlule izibonelo ezintathu zesikhathi sangempela ukuze sibone izindlela ezihlukene zokusebenzisa izikhangiso eziboniswayo ukuze sifinyelele izethameli zakho.

1. I-Cartier Yabesifazane

Okuthunyelwe kwabesifazane bakwaCartier kuyisibonelo esihle sokuthi ungagqamisa kanjani umkhiqizo wakho ngokucacisa indawo, izihloko, nokukhomba kwegama elingukhiye.

Esimweni esingenhla, ibhulogi yindawo, iForbes iyona isigaba sebhizinisi, ngenkathi"inqubo yokwandisa ukuthengisa” ibinzana elihlobene elifana nemikhiqizo kanye nenjongo yebhulogi.

Lapha, isebenzise izifiso zosomabhizinisi besifazane zokukhula ukuze benze ngendlela oyifisayo ukubekwa kwayo kwesikhangiso.

Amabhulogi avame ukusetshenziselwa ukuboniswa kwezikhangiso ngoba u-60% wezivakashi uyawafunda ukuze athole ulwazi olufunayo. Ngokukhetha ngokucophelela amagama akho angukhiye, ungakwazi ukukhuphula izinga lokuchofoza.

2. I-spruce iyadla

I-Spruce Eats iyindawo yokudla eyenza imali ngokuthengisa izinto zasekhishini nezincwadi zokupheka. Iqondise abantu bokudla abathanda ukupheka futhi abangathanda ukuhlola amathuluzi ahlukene ukuze bawengeze eqoqweni labo.

Kusithombe-skrini esingenhla, ithumele isikhangiso sayo sokuqwashisa ngomkhiqizo kwenye ibhulogi yokudla ethi "ukwenza kanjani" ejabulisa izethameli ezifanayo.

Ngalesi Sikhangiso, u-Spruce uqondise abapheki abangafundile abafuna izindlela zokupheka ze-lasagna futhi wabaheha ngomnikelo ovuselelayo, “iba umpheki oyinhloko ekhaya.”

Lesi sibonelo sibonisa umthelela ohlanganisiwe wokukhomba umongo kanye nekhophi ethonyayo.

3. Hlola iGorilla

I-Test Gorilla iyithuluzi lokuhlola umsebenzi elenza kube lula kubaqashi amakhandidethi esikrini.

Ngithole le vidiyo ngenkathi ngibheka indlela engcono kakhulu yokubhala i-imeyili yochwepheshe ku-YouTube. Lesi sibonelo sikunikeza amazwibela okuthi i-Google ivamise ukusebenzisa kanjani isigaba sesigaba ekuqondisweni komongo ukuze kutholwe amavidiyo ahlobene esikhangiso sakho.

Imibandela ye-Google yeziteshi ezimile nezigqwayizayo ihluke kancane.

Emakhasini amile, iskena umbhalo ukuze ilinganise ukuhambisana, kodwa kumavidiyo e-YouTube, ibheka inhlanganisela yomsindo nokuqukethwe ukukhomba isixhumanisi phakathi kwakho kokubili.

Kusampula engenhla, ukuhlobana okungenzeka phakathi kwe-Test Gorilla nokusalungiswa kwe-imeyili yi-HR kanye ne-business niche.

IZwi Final

Kusukela kulokhu esesikuqoqile kuze kube manje, kusobala ukuthi ukukhomba umongo kungenye yezindlela ezinhle kakhulu zokukhiqiza imikhondo eminingi.

Kodwa kunenzuzo eyodwa eyengeziwe kuyo eyenza ibe inketho ekhanga kakhulu.

Ungaqalisa Izikhangiso zokuqukethwe ukuze uvule idatha yesikhathi sangempela kungani othile angaba nentshisekelo emikhiqizweni yakho. Ngalolo lwazi, ungathuthukisa isu lakho futhi thuthukisa ikhophi yakho yokuthengisa.

Nakuba ungakwazi, vele, uthole izisusa zalowo ongase abe ikhasimende lakho ngocwaningo olwandulela oluvamile, ukukhomba umongo kuvele kukugcinele isikhathi.

Ngikufisela inhlanhla!