I-SEM isichazamazwi se-Search Engine Marketing. Ukuthi lapho sikhuluma nge-SEM sijwayele ukubhekisa emikhankasweni yezikhangiso yenjini yokusesha ekhokhelwe yize empeleni kungukuthi, sihlanza, I-SEM isho noma yisiphi isenzo sokumaketha ngaphakathi kwezinjini zokusesha, noma ngabe zikhokhelwe noma cha. Kunoma ikuphi, basebenza njengethuluzi elinamandla lokuthuthukisa omunye wemikhankaso eminingi kusukela manje.
Kunjalo-ke ubungcono bokusebenzisa leli qhinga kwezentengiso ezidijithali okwenza ukwaziwa ngomunye weminikelo yalo efanelekile. Ngoba empeleni, ungakhohlwa ukuthi i-SEM ukusetshenziswa kwamathuluzi namasu okusisiza ukuthi sikwenze kube lula ukubonakala futhi sikhulise ukufinyeleleka kwamawebhusayithi namakhasi ewebhu ngenxa yezinjini zokusesha.
Uzokwazi ukuqinisekisa ukuthi ungathola izinzuzo eziningi kulolu hlobo lokudlala nangohlobo oluhlukahlukene. Ngokuqondene nesibonelo, ngenxa ye- izikhangiso ezixhasiwe kulezo zinjini zokusesha (I-Google AdWords, Izikhangiso ze-Bing noma i-Yahoo! Search Marketing) ithrafikhi yekhwalithi yenziwa kuwebhu. Futhi kusuka lapho ungathuthukisa khona umkhankaso walezi zici ezikhethekile kusuka manje.
Imikhankaso kaSem: yini ongayithola?
Vele, lena ngenye yezinjongo abaningi balabo ababhekele isitolo esiku-inthanethi noma ibhizinisi abazibekela zona. Ngoba kungabasiza bafeze izinhloso zabo esikhathini esifushane kunezinye izinhlelo ezihlukile, ezijwayelekile kakhulu noma zendabuko. Ukuze ngale ndlela, ube sesimweni esiphelele sokufeza ezinye zalezi zifiso esizokudalula ngezansi:
Kuzo zonke izimo, ivumela ukwazisa ngokushesha umkhiqizo noma insizakalo ngomthamo omkhulu ekusatshalalisweni kwayo. Phakathi kwezinye izizathu, ngoba izotholakala, izodonsa inani elikhulu labasebenzisi noma amaklayenti.
Ikuvumela ukuthi uncintisane ngokulingana nabanye abasincintisana nabo futhi ngale ndlela ngeziqinisekiso ezinkulu zempumelelo ekwandisweni kwakho njengomugqa webhizinisi.
Ngokombono wezomnotho, akungabazeki ukuthi ukubuya kotshalo-mali kushesha kakhulu kunezinye izinhlelo zentuthuko. Kepha inqobo nje uma imikhankaso yalezi zici ithuthukiswa ngempela kusukela ekuqaleni nokuthi ekugcineni kosuku okubandakanyeka kulawa macala akhethekile.
Futhi ekugcineni, kuyithuba elihle ekugcineni ukuletha ithrafikhi ehlukaniswe kakhulu kuwebhusayithi yesitolo sethu noma ukuhweba kwedijithali.
Yenza izenzo ezinenzuzo
Kunoma ikuphi, asikwazi ukukhohlwa ngalesi sikhathi ukuthi lezi zinhlobo zamasu esikhuluma ngawo ziza kubandakanya imisebenzi efana nokuseshwa kwamagama asemqoka, ukwenziwa kwezikhangiso nokuphathwa kwamabhidi. Lokhu yilokho okubhekisele kuzenzo zedijithali ezaziwa kubo bonke njengaku-PPC (Khokha Ngokuchofoza ngakunye) ne-CPC (Izindleko Ngokuchofoza Kunye).
Ngoba ngaphakathi kwezinhlobo zemikhankaso ye-SEM ye-eCommerce bahlala lapho kwenziwa khona imali ngewebhusayithi yenkampani yakho, isitolo noma ukuhweba online. Izinga lokuthi ibe ngumthombo wemali yomsebenzi wakho wobungcweti. Yize kuliqiniso ukuthi akuyona imali ephansi ebonakalayo. Uma kungenjalo, kunalokho, ukukhokhela ezinye izindleko kwezentengiselwano ngogesi. Kunoma ikuphi, kungaba ukusekelwa okunenzuzo uma wazi ukuthi ungayisebenzisa kanjani kahle kusukela manje kuqhubeke.
Ukucabangela igama elingukhiye
Kusuka kuleli qhinga elithile ekumaketheni kwanamuhla kungashiwo ngaphandle kokwesaba ukuthi kungalungile ukuthi ngenxa yakho konke lokhu okungenhla, bangaya ukumisa amagama angukhiye lokho kuzophumelela isu le-SEM ngesandla. Ukukhethwa kwale migomo kuzonquma ukuthi izikhangiso zizokhonjiswa nini, ngakho-ke akufanele ubeke isikhathi sokuzikhetha noma ukusungula ukufana okuzosetshenziswa kubo.
Ngakolunye uhlangothi, ikhasi lewebhu kuzoba indawo lapho abasebenzisi bachofoza khona kuzikhangiso, ngakho-ke kufanele futhi ukuhlaziywa kwangaphambili. Uma izikhangiso emkhankasweni wethu we-SEM zihambisa abasebenzisi kuwebhusayithi engakhombisi ukwethembeka, ayinaso isivinini sokulayisha esanele noma ayinayo imibhalo enamandla ekhuthaza ukuguqulwa, leli su lokumaketha kwezinjini zokusesha.
Funda ukuthi ungawusebenzisa kanjani kangcono umkhankaso wakho we-AdWords
Yize ukulungiselelwa okukhulu kunakho konke kufanele kwenziwe lapho inani ledatha elitholakalayo likhona, kunezinye izenzo ezingenziwa nsuku zonke.
Isibonelo, emikhankasweni yokuqala ye-SEM, kunconywa ukuqapha amatemu okusesha adale izikhangiso. Ngaphandle kokuthi i-Keyword Research eyedlule isinikeze izinkomba eziningi zokwenza uhlu lwamagama amabi, umuntu ubekwazi njalo ukungena. Ukuhlola lokhu nokwenza kabi imigomo esingenayo intshisekelo kuyo ngeke kumoshe isabelomali ngokuchofoza okungahambelani nenkampani eyenza umkhankaso we-SEM.
Lolu hlelo olukhetheke kakhulu luzokusiza ukufeza ezinye izinhloso zakho ezifanele kakhulu. Phakathi kwalabo abavelele okulandelayo esikuvezela khona ngezansi:
Kuzokusiza ukwazi umncintiswano kusuka kulo mzuzu futhi bayimikhawulo yanoma yiluphi uhlobo.
Ukuthengisa: Uma inhloso yakho ukushayela ukuthengisa online, kuhlelo lokusebenza, ngocingo noma esitolo.
Amathuba wokuthengisa: Inhloso ekahle yokukhuthaza amakhasimende ukuthi athathe isinyathelo ukukhiqiza ukuhola nokunye ukuguqulwa.
Ithrafikhi yewebhusayithi: Le nhloso yiyona okufanele uyimake uma inhloso yakho ukuthola abasebenzisi abafanele ukuthi bavakashele iwebhusayithi yakho.
Njengoba kungenzeka ubonile, kuzokunikeza ithuba elihle lokwethula umkhankaso osebenza kahle ozokusiza ekutholeni ukulanda okuningi kohlelo lwakho lokusebenza nokwenza abasebenzisi basebenzisane kakhulu nalo, lena yinhloso eyiyo.
Lapho kufanele ucabangele khona manje ukuthi ibhizinisi ngalinye lihlukile, ngakho-ke kudinga isu lomkhankaso we-SEM elenzelwe lesi sici. Ngoba ayikho ifomula yomlingo yazo zonke, njengoba ungacabanga ngesikhathi esithile empilweni yakho yobungcweti. Ngakolunye uhlangothi, ungakhohlwa ukuthi kuzokukwenza ufinyelele kwinani elikhulu labasebenzisi futhi kwandise ukuduma komkhiqizo noma kwensizakalo yakho.
Umkhankaso wokumaketha kabusha
Lolu hlobo lomkhankaso lukuvumela ukuthi ubonise izikhangiso kubasebenzisi abake bafika kuwebhusayithi yakho ngokujwayelekile noma esigabeni esithile. Kepha kusuka kundlela ethe xaxa yezentengiso kunokutholakala ekuzikhangiseni uqobo. Ngokuqinisekile kungenye yezindlela ezintsha kakhulu ezingatholakala okwamanje emkhakheni wedijithali noma online. Ngoba inikela ngezindlela zokwandisa izikhala zokuthola amakhasimende amasha noma abasebenzisi benhlangano yakho.
Ngakolunye uhlangothi, akunakulibaleka ukuqonda kangcono kangcono lesi sigaba semikhankaso ekukhangiseni kwanamuhla ukuthi ukumaketha kabusha kufaneleke kakhulu kulabo bakhangisi abafuna ukukhulisa ukuthengisa kwabo ngokuthinta kabusha amakhasimende abo angaba khona lapho bephequlula amanye amawebhusayithi, noma lapho sebenzisa izinhlelo ezithile zobuchwepheshe bamuva. Ngakho-ke, ukusebenza kwayo kungaba kukhulu kusukela ekuqaleni kwayo, noma kungenjalo ngaphandle kobunzima obuthile.
Esinye isici okufanele sihlolwe ngokusetshenziswa kwaleli su eliyingqayizivele ukuthi ekugcineni abasebenzisi ngokwabo bagcina bengamakhasimende ethu. Ukuba ngakolunye uhlangothi, enye yezinhloso zethu eziseduze kakhulu kusukela kulo mzuzu kuqhubeke. Ngemuva kwakho konke, eziningi zezenzo zethu ziqondiswe kulawa mazinga esenzweni esenziwayo.
Qalisa imikhankaso yevidiyo
Inhloso yomkhankaso wevidiyo ukukhuthaza nokunikeza ukubonakala esikhangisweni sakho sevidiyo, hhayi kuphela kungxenyekazi ye-YouTube, kodwa naku-Google Display Network nezinye ezingaziwa kubasebenzisi abaningi. Ngokwalo mbono, akungabazeki ukuthi ukusetshenziswa kwayo ekugcineni kuzokhulisa ukuthanda kwabasebenzisi ngemikhiqizo yethu, izindatshana noma izinsizakalo. Ukuze ngale ndlela uphawu lwethu lokuhweba lwaziwe kangcono futhi ngendlela ethile i uphawu
Ungaya ngisho nakwezinye izinhlelo ezijwayelekile emiphumeleni yabo. Njengesibonelo, izinhlobo zezikhangiso umuntu onentshisekelo azokwazi ukunquma ukuthi uzoyibona noma cha futhi, ngakho-ke, umkhangisi uzokhokha kuphela uma kuchofozwa. Kulokho okuyinketho yamakhasi ewebhu ezitolo eziku-inthanethi noma amabhizinisi ukuhlangabezana nezidingo zawo ukuheha inani elikhulu lamakhasimende noma abasebenzisi.
Ngalo mqondo, ukubaluleka kwalokho okubandakanya ukwenza imikhankaso yamavidiyo kudlulela ngalé kwalokho okubizwa ngamabhizinisi endabuko. Ukufika ekugcineni kokuthi lolu hlobo lwesikhangiso luba nefomethi yokukhiqiza engaphakama kunayo yonke enye.