Yadda ake Kara RPC Tallan ROAS A cikin Mintuna 5 tare da Nazarin Google

biya kowane danna nazari

Shin kuna amfani da bayanan Google Analytics don haɓaka sakamakon kamfen ɗinku na AdWords? Idan ba haka ba, kuna rasa ɗayan mafi kyawun kayan aikin da ake samu akan intanet! A zahiri, akwai rahotanni da yawa da ke akwai don haƙa bayanai, kuma kuna iya amfani da waɗannan rahotannin don haɓaka Kamfen ɗinku na PPC a duk faɗin.

Yin amfani da Google Analytics don inganta ku Komawa kan Ad Adend (ROAS) duk yana ɗauka, ba shakka, kuna da AdWords ɗinku, kuma Asusun Google Analytics yana aiki daidai kuma "Goal" da "Tracking Conversion Tracking" suna aiki.

First Matakai

Shiga cikin Asusun Google Analytics ɗinku. Danna kan Samu> AdWords> Kamfen. Danna kan Amfani da Yanar Gizo kuma zaku ga waɗannan sakamakon awo: Zama, Ra'ayoyin Shafi, Tsawon Zama, Sabbin Zama, ,imar Bounce, Goaddamar da Burin da kuma Haraji.

google-nazari-samo-adwords-kamfen

A cikin mintuna biyar kawai, zaku iya ganin abubuwa biyar waɗanda zasu haɓaka Kamfen ɗin ku na PPC tare da sakamako kawai na asali:

  • google-nazarin-zamanZama - Yanayin tsoho zai nuna maka jimlar zaman zuwa rukunin yanar gizon ku, amma kuma zaku iya duba ziyarar da PPC tayi zuwa shafinku. PPC, a cikin wannan akwatin, yana da asusu na kawai 1.81% na duk zaman, saboda ƙaramar kashe kuɗi. Adadin Zama zai zama abin misali a gare ku don auna yawan aikin kamfen ku.
  • google-nazarin-zaman-lokaciLokacin Zama - Matsakaicin Matsakaicin zaman zuwa shafin shine 2:46 (na biya) vs. 3:18. Ba al'ada bane ga zirga-zirgar PPC don samun Durationarancin Matsayin Zama, musamman a kan shafukan sauka da aka keɓe ga rukunin yanar gizon, amma makasudin shine a samu duk waɗannan ziyarar har zuwa aƙalla aƙalla minti uku a kowane tsawon zaman. Inganta wannan Lokacin Zama na iya zama Buri.
  • google-analytics-billa-kudiBounce Rate - Unceididdigar Bounce galibi suna kan Shafukan Sauke PPC na musamman, saboda shafuka ɗaya ne. Ba za mu taɓa zaɓa don firgita a waɗannan manyan lambobin ba, sai dai idan mun ga sun hau sama da 80%. A nan, za mu iya ganin cewa unceimar Bounce na kamfen ya fito daga 28% zuwa 68%. Kuna iya zaɓar duba Tabs na Na'ura a kusurwar hagu ta sama, kuma ku lura cewa akan kowane nau'ikan na'urori (Desktop, Mobile, da Tablet), lambobin suna cikin matsakaicin yanayi. Yanzu, za mu duba Ad Zaɓin rukuni, kuma ba a sami manyan matsaloli ba.
  • google-analytics-burin-kammalaAlarshen Goal - Kodayake kamfen ɗinmu da aka biya na asusun 1.81% na jimlar Zama, suna samar da kashi 1.72% na Totalarshen Burin alari duka (Jagora + Maamaloli). Ainihin, wannan rabon zai zama kwatankwacin Kashi na Zama, wanda za'a iya samu ta hanyar inganta aladdamar da Manufa har zuwa 10.2%. Inganta ƙayyadadden Goaddamar da Makasudin zuwa Zama zai iya sauƙi a sanya shi a matsayin wani Burin.
  • google-analytics-kudaden shigaKudade - Labari mai dadi game da wannan yakin shine cewa kashi 1.81% na Ziyara ne ke samar da kashi 6.87% na jimlar Haraji. Tare da waɗannan lambobin, ba za ku iya musun cewa PPC tana yin aikin da kyau ga wannan rukunin yanar gizon ba.Kamar nazarin waɗannan lambobin na iya nuna muku inda za ku iya haɓaka kasafin ku kuma ba da babban haɗarin rasa kuɗi a kan kamfen na PPC ba. Amma kafin ku ƙara wannan kasafin kuɗi, ɗauki minti ɗaya don kimanta aikin ROI da Haɓaka. Kallon wadannan lambobin zai baku tabbataccen amsar ko za a kara ko a'a… amma ba mu da lokacin da za mu magance wannan duka a cikin rubutu daya!

Hanyar tafi

Don haka, a cikin mintuna biyar kawai, mun amince da Manufa uku don ingantawa:

  1. Theara wa Tsawon Lokaci zuwa fiye da 3:00 a kowane shafi.
  2. Inganta Rabin Manufa Kammalawa zuwa Zama (ma'auni na Ecommerce yana da kyau, kuma sakamakon yana nuna cewa Ingantaccen Canzawa don shirin Lead Gen zai zama babban wuri don farawa)
  3. Yin nazarin mu ROI da gefe ma'auni don yanke shawara mai ilimi da rashin haɗari kan haɓaka kasafin kuɗi don kamfen na PPC.

Da fatan za a lura cewa kasancewar gidan yanar gizonku ya bambanta da namu, kuma kowane ƙwarewa zai zama na musamman. Sakamakonku bazai zama daidai da namu ba, amma waɗannan kayan aikin zasu taimaka muku nazarin waɗannan sakamakon, komai yawan lambobin.

Har ila yau, za mu so mu ba ku wani tallafi don inganta manufofin da kuka sanya a yayin zamanku na minti biyar. Anan akwai wasu hanyoyi masu sauki da zaku iya juya wadancan Manufofin zuwa gaskiya kuma taimakawa kamfen din PPC din ku samun ROI mafi girma ba tare da kara kudinku sama da abinda zaku iya ba.

Inganta Lokacin Zama

Da farko, za mu koma ga Tushen zirga-zirga> Talla> AdWords.

Na gaba, zamu kalli ayyukanmu ta hanyar kamfen. Daga cikin kamfen ɗinmu guda biyar masu aiki, biyu suna da Matsakaicin Matsakaicin Zama fiye da 3:30. Don haka, zamu mai da hankali kan sauran ukun.

Muna da Adungiyoyin Talla 40, kuma 10 waɗannan suna da Matsakaicin Zama Na Zamani <2:00.

A karkashin AdWords> Keywords, muna warewa ta Matsakaicin Zama, kuma muna gano Kalmomi 36 tare da Matsakaitan Zama <1:00.

Yanzu kafin mu fara kashe Keywords, bari mu kalli aikin ta Matsayi Mabuɗi.

  1. Zaɓi Mabuɗi kuma saita Matsayi na Secondary zuwa Matsayin Matsakaicin Matsakaici.
  2. Bincika Sakamakon.

A cikin wannan misalin, Mabuɗin da muka zaɓa yana aiki sosai a cikin-jirgi:

  1. Babban 1 - 02: 38 (Matsayi 1)
  2. Babban 2 - 07: 43 (Matsayi 2)
  3. Babban 3 - 05: 08 (Matsayi 3)
  4. Side 1 - 03:58 (Matsayi 4)

Matsayin Matsakaicin Matsakaicinmu na wannan Maɓallin - a cikin AdWords - shine 2.7, don haka tuni mun riga mun bugi dandano mai dadi game da shi. Koyaya, idan Matsayin Matsakaicin Matsayinmu ya kasance sama da 2.0 (1.0 zuwa 1.9), za muyi laakari da rage farashin Bayinmu na Max CPC don faduwa cikin Matsayin Ad mafi girma.

Ayyukan wasu maɓallin kewayawa na iya ba da shawarar ƙaruwa a cikin Kasuwancin Max CPC idan ayyukansu sun kasance tabbatattu a cikin Matsayin Ad mafi kyau.

Wasu Kalmomin za su fito fili su cancanci “yin ritaya,” kuma za mu dakatar ko share su a cikin Asusunmu na AdWords.

Karkashin Daypart Tab, zamu gano wadannan:

  1. 4na - 00:39
  2. 5na - 00:43
  3. 6na - 00:20

Dangane da waɗannan sakamakon, mun tafi zuwa Asusunmu na AdWords don daidaita Shirye-shiryen Ad don tabbatar da cewa tallanmu ba sa gudana tsakanin 4 na safe zuwa 7 na safe.

Kafin Dakatar da Adungiyoyin Talla, muna buƙatar yin nazarin Shafukanmu na Saukarwa don ingantaccen abun ciki. Ingancin abun ciki yana da mahimmanci ga nasara.

  • Gano da sake dubawa ko share abun ciki mai rikitarwa, mara daidai, mara daidai, ko na zamani.
  • Tambaya ko ana buƙatar takamaiman abubuwan ciki.
  • Gwajin abun ciki don tabbatar da cewa Baƙi zasu iya bin umarni cikin sauƙi da kammala ayyukan da ake so.
  • Inganta abun ciki tare da matakan awo marasa kyau.
  • Minimumirƙira mizanin mizanin aiki da sake dubawa ko share duk wani abun ciki wanda ba a aiwatar dashi.
  • Irƙiri sababbin Shafukan Saukowa don daidaita daidaitattun Tambayoyin Bincike, Contunshin Ad, da kuma Pageunshin Shafin Saukewa.

Aƙarshe, Shafukan Saukarmu na yanzu basa dauke da Bidiyo, kuma zamu nace cewa za'a ƙara su (mafi ƙasa ƙarƙashin Optarfafa Canzawa).

Inganta Canji

Dangane da abubuwan da muka gano yayin binciken farko, mun ƙaddara cewa ɓangaren Lead Gen na shirin mu yana kan aiwatarwa. Manufarmu ta kusa-kusa shine haɓaka increaseimar Canjin Gen ta kusan sama da 10%. Anan ne zamu fara (a shafin yanar gizo da cikin asusun mu na AdWords)

  1. Ofimar Shafukan Saukarmu. Ina muke tura mutane? Masu amfani za su bar idan ba su sami abin da suke so ko buƙata nan da nan ba.
    • Shin mun bayyana sarai abin da kasuwancinmu yake ko yake yi?
    • Shin muna jaddada Samfuran ko Sabis ɗin sabis maimakon fasali?
    • Shin muna da Contunshi Na Musamman don Samfurinmu ko Sabis ɗinmu wanda ba'a samo shi akan Shafukan Gasa ba?
    • Shin muna neman bayani da yawa ne?
    • Shin muna da Bidiyo akan Shafukan Saukewa? Idan ba haka ba, za mu so mu ƙara. A cikin kwarewarmu, kasancewar Bidiyo na ba da daga tsakanin 20% -25% a cikin Conimar Canjin, ko masu amfani suna Kallon su ko a'a!
  2. Idan ba mu da keɓaɓɓun Shafukan Sauke PPC, shin muna aika masu amfani da su zuwa shafukan yanar gizon da suka dace da ke ƙunshe da mafi amfani da ingantaccen bayani game da Samfuran ko fa'idodin da suke nema?
  3. Menene Kyautarmu? Yaya kyau yake aiki sosai? Kwanan nan mun gwada miƙa Demo ko Gwaji, kuma tayin gwajin ya fitar da Demo sama da 100%. Mafi muni, Tallace-tallace Kai tsaye sun faɗi 75% tsakanin masu amfani waɗanda aka fallasa tayin Demo. Duk Girman Girman da Kudaden Shiga sun sha wahala.
  4. Shin muna da Kira mai karfi don Aiki?
  5. Shin mun yi duk abin da za mu iya don cancanci samun damar ko hana waɗanda ba sa so? Misali, yawancin abokan cinikinmu sun cika da aikace-aikacen aiki “Lambobin sadarwa.” An gyara wannan ta hanyar amfani da Mahimman kalmomi a cikin kamfen ɗin mu don gano irin waɗannan tambayoyin (da ɓarnatarwar ɓarnatarwa).
  6. Irƙiri ko Shirya Rubutun Talla don inganta aikin Ad.
  7. Ididdigar Canjin Kuɗi don duk Keywords. Yi ritaya waɗanda ke yin ƙasa da ƙananan ƙofofin aiwatarwa (TBD).
  8. A ina kuma me yasa Baƙi ke ficewa daga nelungiyarmu ta Sauya Shawara?

Getimar Kasafin Kuɗi

A lokacin bincikenmu na mintina 5, mun gano cewa PPC tana yin duk wasu kafofin hanyoyin zirga-zirga dangane da Kudin Adadin Cinikin vs. Kashi na Kudin Jimlar Kasuwanci. Yanzu, zamu koma zuwa Nazarin Google don inganta ƙimar Budget na PPC.

Don wannan binciken, mun shiga cikin Asusun Google Analytics ɗinmu kuma mun shiga zuwa Abubuwan juyawa> Hoto kuma a ƙarƙashin Rubuta, zaɓi AdWords. Tsarin Tsoho shine Ma'amala ta andarshe kuma matakin farko shine Gangamin.

Wannan Duba yana samar mana da bayanai akan Kamfen, Kuɗaɗen, Abubuwan Saduwa na Lastarshe, Sadarwar Lastarshe CPA, Valimar hulɗar ƙarshe, da Komawa kan Talla Ad (ROAS).

Akwai manyan abubuwa guda biyu da ya kamata mu kiyaye kafin mu ci gaba. A cikin wannan misalin, kamfanin yana da ƙananan layuka kuma yana buƙatar samun ROAS na 1,000% (10 zuwa 1 ROI) don samun fa'ida, kuma yana aiki da ƙaramin Kasafin Kudi, wanda ke ba da damar haɓaka.

A kallo ɗaya, zamu ga ɗayan kamfen guda biyar tare da ROAS> 1,000%. Na gaba, muna matsawa zuwa hangen nesa na Groupungiyar Ad, kuma sami Rukunin Ad uku tare da ROAS tsakanin 2,160% da 8,445% bi da bi.

Kamfen na biyu da Groupungiyar Ad na uku suna aiki tare da ROAS> 800%.

Zamu iya buga maƙasudin 1,000% ROAS Goal a cikin kamfen na biyu ta hanyar kashe ɗaya ko fiye Adungiyoyin Ad. Sauran yakin sun riga sun aiwatar da + 38% vs. Goal. Zamu iya bayar da tabbaci mu bada shawarar kara Kasafin kudinmu na wata a kamfen guda biyu.

Adungiyoyin Tallan Uku ba masu ba da hankali don ƙaruwar Kasafin Kuɗi; na huɗu na iya matsawa cikin jerinmu bayan ingantawa (kashe Maballin aiki mara kyau ko Lissafin Samfurai).

Duk da yake ba a tabbatar da nasara ba, muna ɗauka cewa ƙarin kashi 50% na kashe kuɗi zai haifar da tsalle mai tsada, duk abubuwan da ake la'akari da su. A wannan yanayin, ga kowane ƙarin $ 700 na kashe kuɗi da aka yi niyya, za mu yi tsammanin ganin ƙarin $ 11,935 a cikin Haraji!

Me Yasa Duk Wadannan Matsaloli

A matsayinka na Manajan SEM, aikinka baya karewa lokacin da kake tura zirga-zirga zuwa wani shafi; yana farawa.
Nutse cikin Asusun Google Analytics ɗinku, fara da rahoto guda ɗaya, kuma duba nawa zaku iya samu a cikin mintuna biyar kawai. Ka yi tunanin yadda za ka gano yayin da kake duban sauran rahotanni da za ka iya bincika!

2 Comments

  1. 1

    Barka dai Chris, wannan bayani ne mai kayatarwa, amma ga alama bai dace ba yayin da Google suka canza kalmominsu daga abin da kuke amfani da su a shekarar 2013. http://marketingland.com/google-changes-menu-options-adds-new-reports-in-google-analytics-61060 Misali, sun canza “Tushen Hanyoyi" zuwa "Samun" kuma "Ziyara" yanzu "Zama ne."

    Hakanan, hanyarku: Tushen Hanyoyi> Talla> AdWords> Kamfen
    Shin yanzu: Samu> AdWords> Gangamin

    Kuma, hoton farko da kuka nuna shima yanzu ya bambanta… Ba zaku sami Lokacin Zama a wannan allon ba kuma. Hanya ɗaya da zaku samu yanzu shine zuwa Acquisition> Duk Traffic> Source / Medium sannan kuma ku tace CPC.

    Gaskiya kyakkyawa ce, amma zaiyi kyau ka ga wannan tare da hotunan kariyar zamani, tsari da bayanai.

    Godiya ga hankalin ku!

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