La ukuthenga kohlelo uhlelo lokuthenga lokukhangisa oluzenzakalelayo olukuvumela ukuthi usebenzise amandla ama-algorithms we Amapulatifomu e-DSP (Demand Side Platform) ukufinyelela izinqolobane zomhlaba kanyekanye nangesikhathi sangempela ezifaka izinketho eziningi zokukhangisa ngomzuzwana ezivumelanisa nalokho umkhangisi ngamunye akufunayo.
Into ethokozisayo ngokuthengwa kohlelo ukuthi inqubo ezenzakalelayo evumela wena ukuthi uthenge izikhala kuwo wonke ama-AdExchanges, imidiya kanye namakhasi e-web kusuka kuphaneli efanayo yokulawula, ufuna imodeli yokuthenga yezithameli ezithile, abasebenzisi, futhi hhayi ukufuna okungekho- iqoqo lezithameli. Ngaphezu kwalokho, lokhu kuyathuthuka lapho kusetshenziswa amasu wokuziphatha nokuhlela kabusha.
Izincomo zokwenza ukuthengisa okungeziwe ngokuthenga okuhleliwe
Zanox yethulwe eminyakeni embalwa edlule IZanox RTB, umugqa webhizinisi omusha owenza indlela yokuthenga imidiya ngesikhathi sangempela abakhangisi abangafinyelela kuzithameli ezifanele ngomyalezo ofanele nangesikhathi esifanele. Ukuqonda ukusebenza kwemodeli yokubhida ye-RTB (Real Time Bidding) nokwazi izinzuzo zohlobo lwebhizinisi lohlelo, iZanox inikeza izincomo eziyishumi zokukhiqiza ukuthengiswa okungeziwe ngokuthenga okuhleliwe
Chaza izinhloso futhi ucace uma kuyisenzo sokubeka uphawu noma sokusebenza:
Kubaluleke kakhulu ukusebenzisa ama-KPI afanele enhlosweni ngayinye. Inani lokuthengisa okwenziwe nezindleko ngokuthengisa ngakunye kuyizinkomba ezibalulekile, kepha uma zisetshenziswa ngaphandle kokubhekiswa enhlosweni yomkhankaso, akuyona indlela engcono yokukala inqubekela phambili. Ngaphezu kwalokho, kufanele sicacelwe ukuthi yisiphi isinyathelo esizosithatha ukufeza isithombe somkhiqizo omuhle noma inani elithile lokuguqulwa.
Yazi imvelo futhi uhlaziye ukusebenza komsebenzisi
Ngaphambi kokwethula umkhankaso, izindawo ezahlukahlukene kufanele zihlolwe ukuthi zisebenza kahle yini nomphumela wekhasimende kumathebulethi, izingcingo eziphathwayo kanye ne-eCommerce. Kufanele futhi ufunde izibalo zeklayenti lakho ukuze uthole ukusebenza okungcono.
Vikela umkhiqizo
Kunconywa ukuthi ukhethe umlingani oqinisekisa ukufakwa kwekhwalithi. Umkhiqizo uyikhadi lobunikazi lenkampani. Uma isibhengezo singaveli kumongo ofanele, singalimaza isithombe sakho. Udinga ukuqinisekisa ukuthi amathuluzi afanele asetshenzisiwe ukuqinisekisa ikhwalithi yamakhasi akhonjiswe ngabadali bakho. Kufanele futhi ulawule imvamisa yemithelela yokukhangisa futhi ube nobuchwepheshe obufanele bokuqinisekisa ukubonakala okulungile kwesikhangiso ngumsebenzisi ongaba khona.
Hlunga okuqukethwe okungafuneki
Kufanele sisuke emahoreni asebusuku nasezinhlelweni ezizenzakalelayo futhi siphathe kahle i-inventory, abasebenzisi abanomthelela ngezikhathi ezinhle kakhulu ezihlobene nenhloso. Ngalokhu, kubalulekile ukuthi ube nolwazi oluhle lokuhlaziya iklayenti lakho. Kunconywa ukuvimba abasebenzisi abazenzakalelayo nokwandisa i-CPM.
Sebenzisa amafomethi afanele futhi ukhathazeke nge-CTR
Kufanele uqale umkhankaso ngamafomethi ahlukile wokudala. Amafomethi abizwa nge- “impact” (300 × 250, 180 × 600…) angakhuphula ukubonakala komkhankaso futhi andise ukunakwa kwabasebenzisi. Kumele futhi uhlaziye imiphumela yokuqala ukuze ekugcineni ube nalabo abasebenza kahle kakhulu futhi ukhathazeke ngokuba nezimpahla zokudala ezine-CTR enhle yokuziqinisa.
Hlaziya imininingwane ngaphambi kokwenza ushintsho emkhankasweni
Kubalulekile ukuthi kucace bha ngezinguquko ezizokwenziwa nokuthi kungani. Khumbula ukuthi noma yiluphi ushintsho ludinga isikhathi ukuze lukwazi ukuhlaziya ukusebenza kwalo. Kuyalulekwa ukuthi ungenzi ushintsho oluzumayo, ngoba yonke imikhankaso idinga ibhalansi ukuze ikwazi ukwenza ukuhlaziywa okuhle.
Faka imali ekuhlolweni
Kungakuhle ukubekeka ingxenye yesabelomali ukuze uvivinye futhi uvivinye amafomethi ahlukahlukene wobuciko, okunikezwayo okuhlukile, izingxenye ezintsha ukuthola indlela engcono yokuxhumana namakhasimende futhi ubameme ukuthi bazothenga. Kwesinye isikhathi ukutshala imali kumasheya obungawethembi phambilini kungakunika injabulo enkulu uma kukhulunywa ngokuhlaziya ukusebenza.
### Tshala imali kuvidiyo
Kubalulekile ukugwema ukusakaza izikhangiso ze-TV kwi-Intanethi. Kufanele uphathe izethameli eziku-inthanethi ngokwehlukile kunezethameli ze-TV. Kubo, kungakuhle ukuthi ukhiqize amavidiyo akhethekile ale ndlela, usabalalise amavidiyo amafushane, amnandi noma ahlekisayo akusiza ukuthi wakhe isithombe esihle somkhiqizo.
Nikeza inani lamakhasimende ngaphezu kokuphinda ufune
Kufanele ungeze inani kwikhasimende ngokuthola abasebenzisi abasha ngokuphelele futhi wenze ukuphathwa okwanele kokubuyisela emuva ngaphandle kokuthinta kakhulu umsebenzisi. Kusalelwe ukuncoma ukulinganisela okungu-70% nokubheka phambili okungama-30%.
Ukubheja kanzima phakathi
I-RTB iyiqiniso elibalulekile elikhula kakhulu. Kumele kukhunjulwe ukuthi ukubheja ngale ndlela kudinga utshalomali olwanele, kanye nenani elibalulekile lomuntu elihlala lilawula umkhankaso wakho wokufuna ukwandisa utshalomali.