Umkhakha wokukhangisa we-PPC uthuthuka ngokushesha, ugqugquzelwa ukuthuthuka kwezobuchwepheshe, ukushintshashintsha kokuziphatha kwabathengi, kanye nenkundla yokumaketha yedijithali ehlala ishintsha. Onyakeni odlule, Izitayela zokuthengisa ze-PPC ziye zavela njengethuluzi elibalulekile lamabhizinisi, enikeza indlela eqondile yokuxhumana nezithameli abazifunayo. 

Ekugcineni, ukuchofoza ngokukodwa (PPC) iyindlela yokukhangisa eku-inthanethi lapho abakhangisi benxephezela khona injini yokusesha ngokubekwa okuvelele emiphumeleni yosesho. Isebenza njengohlobo lokumaketha kwe-inthanethi lapho abakhangisi benza khona izindleko njalo lapho umsebenzisi achofoza esikhangisweni sakhe. Injini yokusesha noma inkundla, yona, ithola inkokhelo kuphela uma idonsela ithrafikhi kuwebhusayithi yomkhangisi ngokuchofoza izikhangisi. Kule bhulogi, uzohlola ukusebenza kwe-PPC, ukubaluleka kwayo, futhi uveze amasu okuphatha imikhankaso ye-PPC ephumelelayo.

Yini i-PPC?

I-PPC, kafushane ngokukhokha ngokuchofoza ngakunye, iwuhlobo lokukhangisa ku-inthanethi lapho abakhangisi bacela khona ukubonisa izikhangiso zabo emiphumeleni yenjini yokusesha namawebhusayithi. Lokhu bakwenza ukuze bathuthukise iminikelo yabo. Kule modeli, abakhangisi bakhokhela abashicileli isikhathi ngasinye lapho othile echofoza esikhangisweni sakhe. Yingakho kubizwa ngokuchofoza ngakunye - abakhangisi bakhokha kuphela uma othile echofoza esikhangisweni sakhe. Uma othile ebona isikhangiso kodwa angachofozi kuso, umkhangisi usaziswa mayelana nombono kodwa akudingeki akhokhe ngoba akukho ukuchofoza okwenzekile.

Ngokuhlaziya idatha yezikhangiso ezivelayo nokuchofoza, abakhangisi bangalungisa izikhangiso zomkhankaso wabo we-PPC ukuze bahlangabezane nezinhloso zabo zomkhankaso. Le migomo ingahluka, kusukela ekukhuphuleni ukulandwa kohlelo lokusebenza kuya ekukhuthazeni ukubhalisela izilingo zamahhala.

Izwe Izitayela zokuthengisa ze-PPC ithuthuka ngokushesha. Ngokuthuthuka kwezobuchwepheshe kanye namashifu ekuziphatheni kwabathengi, isimo sokumaketha kwedijithali sishintsha njalo. Kuso sonke lesi sihloko, sizongena phezulu Izitayela ze-PPC zango-2024 nokuthi ungahlala kanjani ngaphambi kwejika.

Abakhangisi baphendukela Ekulandeleleni Idatha Yenkampani Yokuqala ngo-2024

Kunoshintsho olukhulu olwenzekayo endleleni abakhangisi abafinyelela ngayo kumakhasimende. Kulo nyaka, ukusebenzisa idatha eqoqwe ngokuqondile ezithamelini zabo (njengezivakashi zewebhusayithi nabasebenzisi bohlelo lokusebenza) kuba yinjwayelo enkulu. Ake singene sijule ekutheni kungani lokhu “kulandelwa kwedatha yomuntu wokuqala” kubaluleke kangaka.

Imithetho Yobumfihlo kanye Nokuphela Kwamakhukhi: Imithetho emisha yobumfihlo nezinkampani zobuchwepheshe ezimisa ukusetshenziswa kwedatha ethile (njengamakhukhi) kusho ukuthi abakhangisi ngeke besakwazi ukuthembela ezindleleni ezindala. Idatha yenkampani yokuqala, eqoqwe ngemvume yamakhasimende akho, ikusiza ukuthi uhlale ohlangothini olulungile lomthetho futhi ikulungiselele ikusasa ngedatha yangaphandle encane.

Ukuqonda Okungcono Kwamakhasimende Akho:  Njengoba le datha ivela ngokuqondile kuzithameli zakho, inembe kakhulu futhi ikutshela ngqo lokho amakhasimende akho akufunayo. Lokhu kukuvumela ukuthi udale izikhangiso eziqondiwe nemilayezo ehambisana nazo, okuholela emikhankasweni engcono. 

Amakhasimende Ajabule Kakhudlwana, Ukuthengisa Okuningi:  Ngokuqonda amakhasimende akho kangcono, ungenza umuzwa wabo ube ngokwakho. Cabanga ubonisa izaphulelo zemikhiqizo abayithandayo noma uncoma izinto abangase bazithande. Lokhu kwakha ubudlelwano obuqinile futhi kugcina amakhasimende ebuya.

Ukuqinisekisa Ikusasa Lakho Ukumaketha:  Umhlaba wokukhangisa uhlala ushintsha. Ukuba nohlelo oluqinile lokuqoqa idatha yakho kusho ukuthi ulungele noma yini elandelayo, okukugcina uphambi komncintiswano.

U-2024 unyaka abakhangisi abamukela ukulandelela idatha yenkampani yokuqala. Akukhona nje ngokulandela imithetho yobumfihlo; imayelana nokudala ukukhangisa okunembe kakhudlwana, okusebenzayo, nokugxile kumakhasimende. Lesi isinyathelo esikhulu esibheke endleleni engcono yokumaketha esikhathini sedijithali. 

I-AI ne-ML Ziwaguqula Kanjani Amasu Omkhankaso ngo-2024

Ngo-2024, i-Artificial Intelligence (AI) ne- Machine Learning (ML) zinyakazisa ukukhangisa kwe-Pay-Per-Click (PPC) ngezindlela ezinkulu. Lawa akuwona nje amagama asemfashinini; zishintsha indlela esenza ngayo, siyiqhube, futhi siyithuthukise kanjani imikhankaso ye-PPC. Ake singene kulokhu abakwenzayo:

Izibalo Zokuqagela: I-AI ne-ML kuhle kakhulu ekubhekeni inqwaba yedatha nokuqagela ukuthi kuzokwenzekani ngokulandelayo. Ku-PPC, lokhu kusho ukuthi bangakwazi ukuthola ukuthi yiziphi izikhangiso ezingachofozwa kakhulu ngokusekelwe kudatha edlule. Abakhangisi bangagxila ezikhangisweni ezingase zisebenze kangcono.

Ukuthuthukiswa Kwebhidi Yesikhathi Sangempela: I-AI iwusizo kakhulu ekulungiseni amabhidi ezikhangisweni njengoba zidlala. Ama-algorithms e-ML ahlala efunda endleleni izikhangiso ezisebenza ngayo futhi aguqule amabhidi ukuze uthole imali eningi kakhulu. Lokhu kusho ukuthi imikhankaso ihlala ibangcono ngaphandle kokudinga umuntu ozoyilungisa ngaso sonke isikhathi.

Izikhangiso ezenziwe zaba ngezakho: I-AI ingenza izikhangiso ezilingana nalokho abantu abakukho. Ibheka ukuthi abasebenzisi benzani ku-inthanethi futhi yenza izikhangiso ezifana nezinto abazithandayo. Lokhu kwenza izikhangiso zibe maningi amathuba okuba zihehe othile futhi zimenze afune ukuthenga okuthile.

Imikhankaso Ephumelelayo: I-AI ne-ML ingaphatha izinto eziningi eziyisicefe emikhankasweni ye-PPC, njengokuthola amagama angukhiye amahle noma ukuhlola ikhophi yesikhangiso. Lokhu kukhulula isikhathi futhi kusheshise ukuthi ungayethula futhi uguqule imikhankaso ngokushesha kangakanani.

Umuzwa Ongcono Womsebenzisi: I-AI ayenzi nje izikhangiso; kubenza babe ngcono. Ngokwenza izikhangiso ezifanelana nalokho abantu abafuna ukukubona, azicasuli futhi ziwusizo kakhulu. Lokhu kwenza abantu bazizwe bengcono ngomkhiqizo ongemuva kwesikhangiso.

Imininingwane eyengeziwe: Amathuluzi e-AI anikeza abakhangisi ukubheka okujulile kokuthi imikhankaso yabo yenza kanjani nokuthi abantu benzani ku-inthanethi. Lokhu kubasiza ukuthi benze izinqumo ezihlakaniphile mayelana nezikhangiso zabo futhi bathole imiphumela engcono.

Ukuvula Impumelelo ye-PPC: Ukusebenzisa Amaqhinga Amagama angukhiye Wokukhangisa Okungcono ngo-2024

Njengoba i-AI ne-ML ziqhubeka zibangcono futhi kulula ukuzisebenzisa, sizobona eziningi zazo ekukhangiseni kwe-PPC. Lokhu kungasho izikhangiso ezisebenza kangcono nakakhulu kanye nokushintshela ezikhangisweni ezigxile kakhulu kulokho okufunwa ngabasebenzisi.

Ngo-2024, ukusebenzisa amagama angukhiye anomsila omude nasuselwa kunhloso kuyinto enkulu Izitayela zokuthengisa ze-PPC, futhi yingakho kufanele ukhathalele njengomkhangisi:

Amagama angukhiye anomsila omude amabinzana anemininingwane eminingi asetshenziswa abantu abasondele ekuthengeni okuthile noma abasebenzisa ukusesha ngezwi. Noma bengatholi ithrafikhi engaka, baletha abantu abanentshisekelo ngempela okungenzeka ukuthi bachofoze isikhangiso sakho bathenge okuthile.

Amagama angukhiye asuselwe kunhloso asisiza ukuthi siqonde ukuthi kungani othile asesha. Lokhu kusisiza ukuthi sibonise izikhangiso zethu kubantu abazimisele ngokufuna lokho esikunikezayo, okuthuthukisa amathuba okuba bathenge.

Nakhu ukuthi kungani le threndi ibalulekile:

Amanani okuguqulwa angcono: Izikhangiso eziqondise lezi zinhlobo zamagama angukhiye ngokuvamile zithola ukuthengiswa okwengeziwe noma ukubhaliswa ngoba zifinyelela abantu abakulungele ukuthenga.

Izindleko eziphansi: Njengoba lawa magama angukhiye ecacile, anokuncintisana okuncane, okusho ukuthi ukhokha kancane ngokuchofoza ngakunye.

Ukufaneleka Kwesikhangiso Okuthuthukisiwe: Ngalawa magama angukhiye, ungenza izikhangiso ezikhuluma ngqo nalokho okufunwa yisisheshi, uzenze zibe maningi amathuba okuthi zichofoze futhi zithenge.

Ukusebenziseka Kokusesha Ngezwi: Amagama angukhiye anomsila omude abalulekile ekusesheni ngezwi ngoba abantu bakhuluma ngokwemvelo uma besesha ngezwi.

Ukuqonda Kangcono Izithameli Zakho: Amagama angukhiye asuselwe ezihlosweni akusiza ukuthi uqonde ukuthi isiphi isigaba senqubo yokuthenga izethameli zakho, okuyinto ewusizo kakhulu ekuhleleni ukumaketha kwakho.

Ngokugxumela kulo mkhuba, awugcini nje ngokulandela isixuku; wenza ukukhetha okuhlakaniphile okwenza izikhangiso zakho zibe phambi kwabantu abalungele ukuthenga. Lokhu kusho imikhankaso engcono, isamba esikhulu semali yakho, kanye nenzuzo ephezulu ekusetshenzisweni kwakho kwezikhangiso.

Ukuqonda izinhlobo zokufanisa zamagama angukhiye we-Google nakho kubalulekile kuwena Isu le-PPC 2024. I-Google inezinhlobo ezintathu eziyinhloko:

Okufanayo Okubanzi: Ibonisa izikhangiso zakho zosesho oluhlobene negama lakho elingukhiye, nanoma amagama awafani ncamashi. Ifinyelela kubantu abaningi kodwa ingase ingacacisi kakhulu.

Ukufana Kwemisho: Ibonisa izikhangiso zakho zosesho olufaka incazelo yegama lakho elingukhiye, kodwa ngohlelo oluthile. Ibhalansi phakathi kokufana okubanzi kanye nokuqondile.

Okufanayo ngqo: Ibonisa izikhangiso zakho kuphela kusesho olufana ncamashi negama lakho elingukhiye. Inembe kakhulu kodwa ingase ingafinyeleli abantu abaningi.

Nakhu ukuthi kungani lokhu kubalulekile:

Ukusebenza kahle nokufaneleka: Ukusebenzisa izinhlobo ezifanele zokufanisa kwenza isiqiniseko sokuthi izikhangiso zakho ziboniswa abantu abalungile, okuthuthukisa amathuba akho okuthola ukuthengisa kuyilapho uphatha ibhajethi yakho kahle.

Ukufinyelela Kokulinganisa Nokunemba: Ungasebenzisa imiksi yezinhlobo zokufanisa ukuze ufinyelele izethameli eziningi kuyilapho usaqondise lezo okungenzeka kakhulu zithenge.

Ukusebenzisa i-Automation: I-Google iphakamisa ukusebenzisa i-Smart Bidding ngamagama angukhiye wokufanisa abanzi. Kusiza ukuthuthukisa amabhidi akho osesho okungenzeka luguqulwe, usebenzisa i-Google AI.

Imikhankaso yokwenza lula: Ukuqonda lokho kufana okubanzi kufaka phakathi konke ukusesha okuvela kumameshi amancane nokunye kukusiza ukuthi ugcine uhlu lwakho lwamagama angukhiye lulawuleka.

Ngokusebenzisa le mininingwane ezikhangisweni zakho ze-PPC, awulandeli nje amathrendi; usebenzisa amathuluzi e-Google ukuze ufinyelele izethameli zakho kangcono. Khumbula, umgomo uwukuxhumana nezithameli zakho ngendlela engcono kakhulu, futhi izinhlobo zokufanisa amagama angukhiye zikusiza ukuthi wenze lokho kanye.

Ukusesha Ngezwi Okuyingcweti: Kubalulekile Kumathrendi akho Wokuthengisa we-PPC ka-2024

Ukuthuthukisa ukusesha ngezwi kuyindaba enkulu yecebo lakho le-PPC, ikakhulukazi njengoba singena ku-2024. Njengoba abantu abaningi basebenzisa izipikha ezihlakaniphile nabasizi bezwi njenge-Alexa ne-Siri, ukusesha ngezwi kuya kuba yinde futhi kuyingxoxo. Lokhu kusho ukuthi yisikhathi sokulungisa uhlelo lwakho lwe-PPC.

Ukuze wenze kahle ngokusesha ngezwi, udinga ukugxila emagameni angukhiye amade, ahambisana nendlela abantu abakhuluma ngayo. Esikhundleni sokusesha okufushane, okulula, cabanga ngemibuzo noma izicelo ezithile. Ngokwesibonelo, esikhundleni sokuthayipha “isimo sezulu eNew York,” omunye angase abuze, “Sinjani isimo sezulu namuhla eNew York?”

Ukuze uqinise lokhu, udinga ukulungisa umkhankaso wakho we-PPC. Sebenzisa amagama angukhiye afana nemibuzo abantu abayibuzayo, bhala okuqukethwe kwesikhangiso okuphendula leyo mibuzo ngokuqondile, futhi uqondise izikhangiso zakho ukuze zilingane nalokho abantu abakufunayo. Abasebenzisi bokusesha ngezwi bafuna izimpendulo ezisheshayo, ikakhulukazi ezintweni zasendaweni, ngakho-ke kubalulekile ukugxila ku-SEO yasendaweni futhi unikeze izimpendulo ezimfushane, ezicacile emibuzweni okungenzeka.

Ngokwenza ngokwezifiso izikhangiso zakho ze-PPC zokusesha ngezwi, awugcini nje ngokunqoba umncintiswano wakho; futhi uxhumana kangcono nezithameli zakho. Njengoba abantu abaningi basebenzisa ukusesha ngezwi, ukulilungiselela kuzoba yisidingo sesu lakho le-PPC, kunikeze ibhizinisi lakho umkhawulo emakethe ekhulayo. Bheka ibhulogi yethu ukuze uthole amanye amathiphu okuthi ungaxuba kanjani i-AI nokusesha ngezwi ohlelweni lwakho lwesikhangiso.

I-Mastering Omnichannel PPC: Ukufinyelela Amakhasimende Amasha Kuwo wonke Amapulatifomu Amaningi ngo-2024

Ngo-2024, ukusebenzisa indlela ye-omnichannel ekukhangiseni kwe-PPC kuyadingeka. Kusho ukusebenzisa amapulatifomu amaningi ngaphezu nje izitayela zezikhangiso ze-google. Lezi zinkundla zinikeza izethameli ezahlukene namafomethi ezikhangiso, okunikeza abakhangisi izindlela eziningi zokufinyelela amakhasimende amasha. Ake sibheke ezinye zezinkundla eziphezulu:

I-Facebook ne-Instagram: Lezi zikhulu zenkundla yezokuxhumana zinedatha eningi yomsebenzisi, ngakho-ke ungakwazi ukukhomba izikhangiso zakho kahle. Futhi, ngezici ezifana ne-Instagram Stories ne-Reels, ungathola ubuciko ngezikhangiso zakho futhi ubandakanye abasebenzisi ngezindlela ezihlukene.

I-TikTok: Le nkundla idumile, ikakhulukazi kubantu abasha. Amavidiyo ayo amafushane alungele ukudonsa ukunaka, okwenza kube ukukhetha okuhle kumabhrendi azama ukuxhumana no-Gen Z kanye neMillennials.

LinkedIn: Uma usemakethe ye-B2B, i-LinkedIn indawo ongaba kuyo. Ungaqondisa ochwepheshe ngokusekelwe ezintweni ezifana nesihloko sabo somsebenzi kanye nomkhakha, ukwenze kuphelele ekukhiqizeni okuholayo nokuqwashisa ngemikhiqizo emhlabeni webhizinisi.

Ukukhangisa kwe-Amazon: Nge-e-commerce, i-Amazon ibalulekile. Ungabonisa izikhangiso kubantu abakulungele ukuthenga, futhi kunezinketho eziningi zezikhangiso ongakhetha kuzo. Ngamathuluzi amasha afana ne-BrightBid, ungathatha ngisho nabantu uqonde kusuka ku-Google uye esitolo sakho se-Amazon.

Pinterest: Le nkundla imayelana nogqozi kanye nokutholwa. Uma umkhiqizo wakho unemikhiqizo ekhangayo, njengokuhlobisa ikhaya noma imfashini, i-Pinterest iyindawo enhle yokubonisa izinto zakho.

I-Snapchat: Nakuba kungeyona eyawo wonke umuntu, i-Snapchat inamafomethi ezikhangiso ahlukile asebenza kahle ekufinyeleleni izethameli ezincane. Izinto ezifana namalensi e-AR nezikhangiso zevidiyo zesikrini esigcwele zingasiza umkhiqizo wakho ugqame.

X (Twitter): I-Twitter iseyinketho enhle yokuzibandakanya nezingxoxo ngesikhathi sangempela. Izikhangiso zayo zinhle kakhulu ekuqwashiseni umkhiqizo kanye nokuzibandakanya namathrendi noma imicimbi.

-YouTube: I-YouTube iyinkosi yokukhangisa ngamavidiyo. Njengoba abantu abaningi kangaka bebuka amavidiyo, izikhangiso zakho zingathola ukubonakala okuningi. Futhi, kunezinketho ezahlukene zezikhangiso ongakhetha kuzo, njengezikhangiso ezeqekayo noma izikhangiso ezitholwa yividiyo.

I-Microsoft Advertising (eyayiyizikhangiso ze-Bing): I-Bing ingase ingadumile njenge-Google, kodwa isafinyelela izethameli ezihlukile. Kungenye indlela enhle yokukhangisa kosesho uma ufuna ukwandisa ukufinyelela kwakho.

I-TV Exhunyiwe (CTV) Ukukhangisa: Lona umkhuba omkhulu ka-2024 ngoba abantu abaningi babuka izinsiza zokusakaza kuma-TV abo. Ngezikhangiso ze-CTV, ungaqondisa ababukeli ngokusekelwe kudatha yabo, njengakwezinye izinkundla, okwenza imikhankaso yakho isebenze kakhulu.

Ukusebenzisa zonke lezi zinkundla ndawonye kungakusiza ukuthi ufinyelele abantu abaningi futhi wenze izikhangiso zakho zisebenze kangcono. Konke kumayelana nokuthola umlayezo wakho phambi kwabantu abalungile, noma ngabe uku-inthanethi kuphi.

Isiphetho

Umhlaba wokukhokha ngokuchofoza (PPC) uhlala ushintsha. Ukuze ahlale phambili ku-PPC ngo-2024, amabhizinisi adinga ukuhambisana nalezi zinguquko, amukele ubuchwepheshe obusha, futhi alungise namasu awo.

Ngezw3, a Ochwepheshe Bokumaketha ku-inthanethi, sincoma ukugxila kubuhlakani bokwenziwa nokufunda komshini, ukuthuthukisa izwi nevidiyo, ukuqinisekisa ukuthobela ubumfihlo, kanye nokuhlanganisa i-PPC kuqhinga lakho lonke ledijithali. Lezi Izitayela zokuthengisa ze-PPC kungasiza ukukhulisa ukusebenza kahle kwemizamo yakho ye-PPC futhi kugqame izimbangi zakho.

Nokho, kubalulekile ukukhumbula ukuthi amasu e-PPC asebenzayo awakona nje ukulandela amathrendi. Kudingeka futhi uqonde ukuthi lezi zitayela zihambisana kanjani nezinjongo zebhizinisi lakho futhi zibhekelele izethameli ozihlosile. Qhubeka ufunda, qhubeka uzama, futhi qhubeka nokulungisa indlela yakho ukuze uzuze imiphumela engcono kakhulu ye-PPC kulo nyaka.

• I-SEO Powered Content & PR Distribution. Khuliswa Namuhla.
• I-PlatoData.Network Vertical Generative Ai. Zinike Amandla. Finyelela Lapha.
• I-PlatoAiStream. I-Web3 Intelligence. Ulwazi Lukhulisiwe. Finyelela Lapha.
• I-PlatoESG. Ikhabhoni, I-CleanTech, Amandla, Environment, Ilanga, Ukuphathwa Kwemfucuza. Finyelela Lapha.
• I-PlatoHealth. I-Biotech kanye ne-Clinical Trials Intelligence. Finyelela Lapha.
• Source: https://www.w3era.com/essential-ppc-marketing-trends/