Yaƙin don Holiday Lokacin --aukaka - Siyayya ta Google da Tallace-tallacen Samfurin Amazon a cikin Q4

zirga-zirga

Suna cewa "sanya kudinka a inda bakinka yake." Da kyau, kalma akan titi, kuma wataƙila kowane titi a duniya, shine Google da Amazon sune masu karɓar kuɗin ku idan ya zo ga tallan kan layi. Siyayya ta Google da Tallace-tallacen Samfurin Amazon babu shakka biyu ne daga cikin mafiya ƙarfi, wadatattun kuɗaɗen da aka biya kwatankwacin injunan siyayya (CSEs). Amma kowa ya san haka. Abin da galibi ba su sani ba shine matakan ƙasa na manyan ƙattai na CSE: rawanyen bayanai. Gaskiya mai bayyanawa.

Wane CSE ne ya fi kowa yin nasara a Q4? Dabarar CPC kwatancen Kasuwancin Google da Kayan Amazon Tallace-tallacen da suka dogara da mahimman matakan awo kamar zirga-zirga, ƙimar jujjuyawar gaba ɗaya, da matsakaicin tsada ta dannawa (CPC). Bari mu duba.

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zirga-zirga

Kar a firgita. Kasuwancin Amazon bai fadi kawai cikin Q3 ba. A gaskiya, akasin haka ya faru. Kasuwancin Kasuwancin Google ya yi yawa sosai saboda yawan zirga-zirgar Amazon ya fi ƙanƙanta. Google ya tura ƙarin zirga-zirgar 144% zuwa ga yan kasuwar kan layi fiye da Amazon. Wannan ya ninka adadin zirga-zirgar da aka ninka. Wannan babban ci gaba ne ga Google daga Q4 2011.

A cikin Q4 2012, Google ya aika 96% ƙarin zirga-zirga ga yan kasuwa fiye da na Amazon. Me yasa bambancin kwatsam? Sauran CSEs, kamar Shopzilla da Shopping.com, suna karɓar sanarwa game da babban ɗakunan zirga-zirgar Google kuma sun fara tallata kayayyaki akan Siyayya. Mai cinikin zirga-zirga: Kasuwancin Google.

Imar Canzawa (CR)

hira

Anan zamu ga abubuwa 2 masu karo da juna. Tun daga Q4 2011, jujjuyawar Siyayya ta Google yana ta raguwa daga 3.1% zuwa 2.4% a cikin Q4 2012. Wannan kenan a 22.35% ragu a cikin shekara guda. A gefe guda, muna da Amazon, wanda yawan tuba ya karu daga 1.8% a Q4 2011 zuwa 2.8% a Q4 2012. a 57.5% ya karu a cikin shekara guda.

Me yasa banbancin? Tun daga lokacin da Google ya canza zuwa tsarin CSE da aka biya, ya bayyana karara cewa takaddun yan kasuwa suna da babban tasiri kan yadda ake fallasa kayayyakin 'yan kasuwa, kuma saboda haka, yawan jujjuyawar su. Wanda yayi nasarar juyawa: Tallace-tallacen Samfurin Amazon.

Matsakaicin Kudin Ta Danna (CPC)

CPC

Kudin kowane danna kyakkyawar sabuwar manufa ce ga Google. Suna kawai a hukumance sun canza zuwa tsarin biyan da aka biya watanni da yawa da suka gabata a watan Oktoba, don haka muna iya ganin cewa ta hanyar Q4 2011 - Q2 2012, Google ba shi da matsakaicin CPC.

Koyaya, lokacin da CPC ta zama babban jigo tare da sabon Siyayya ta Google da aka biya a cikin Q3, ya fara ƙasa da Amazon kuma ya tsaya a haka a cikin Q4 duka, yana motsawa daga CPC na $ 0.30 zuwa $ 0.31. Matsakaicin CPC na Amazon ya karu dan kadan a cikin shekarar da ta gabata, ya fara daga $ 0.33 a cikin Q4 2011 kuma ya karu zuwa $ 0.41 a cikin Q4 2012. Abin da muke gani a nan shi ne cewa CPC na Google ya fi 32.5% rahusa fiye da na Amazon a cikin Q4 2012. Dan takarar CPC: Kasuwancin Google.

Kammalawa

Duk da yake gaskiyar ita ce ban ma kalli wasu mahimman matakan awo kamar farashin siyarwa ba (COS), kuɗaɗen shiga, da kuma amsar injin, Siyayya ta Google har yanzu ita ce jaruma a nan. A cikin cikakken rahoton (da za a fitar akan CPC Dabaru Blog mako mai zuwa), Google ya ƙaddamar da kansa a matsayin farkon CSE a cikin Q4 duk da kasancewa ɗan ƙaramin injin da aka biya.

Menene ma'anar wannan ga yan kasuwa? Dabarar lokacin cinikin hutunku, wanda yakamata ku shirya yanzu, yakamata ku mai da hankali kan babban siyayya ta Google saboda shine babban mai neman kuɗi da mai kuɗi a lokacin hutu.

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