Ngakho-ke uqale umkhankaso wakho wokuqala wesikhangiso se-Facebook futhi manje uhlezi, uzibuza ukuthi uyasebenza yini. Nazi izinto ezimbalwa okufanele uzibheke ukuze unqume ukuthi iyasebenza yini nokuthi yiziphi izinguquko (uma zikhona) okudingeka uzenze.
Finyelela kumphathi wakho wezikhangiso ngaphakathi ibhizinisi.facebook.com or facebook.com/adsmanager futhi ubheke izindawo ezilandelayo.
Qaphela: Uma ungaliqondi igama elingezansi, ungasesha kokuthi Isiphathi Sezikhangiso ukuze uthole incazelo eyengeziwe kubha Yokusesha phezulu noma uhlole ibhulogi, “Ukuguqulwa, okuvelayo, ama-CTA, oh!"
Isikolo Esihlobene
Isikolo sakho sokuhambisana sikusiza ukuthi wazi ukuthi isikhangiso sakho se-Facebook sithintana kahle kangakanani nezithameli zakho. Kukalwa ukusuka koku-1 kuye ku-10. Amaphuzu aphansi asho ukuthi isikhangiso asihambisani neze nezithameli zakho ezikhethiwe futhi sizophumela enanini eliphansi lokuvelayo kanye nezindleko eziphakeme. Uma kuphakeme ukuhambisana, kuyanda okuvelayo futhi izindleko zesikhangiso zizoba phansi.
Uma unesikolo esiphansi sokuhlobana (okungukuthi 5 noma ngaphansi), uzofuna ukusebenza ekukhetheni izithameli zakho. Hlola izethameli ezihlukene ngesikhangiso esifanayo futhi ubone ukuthi umphumela wakho wokuhlobana ushintsha kanjani.
Uma usuqalile ukudayela izethameli zakho, ungaqala ukwenza ukuhlola okwengeziwe ezikhangisweni (izithombe, imibala, izihloko, njll.). Ukusebenzisa ucwaningo lwakho lomuntu kungakusiza ekuqaleni ngezithameli zakho eziqondise kanye nabadali bezikhangiso.
Okuvelile
Okuvelayo ukuthi isikhangiso sakho se-Facebook siboniswe izikhathi ezingaki. Lapho kubonakala izikhathi eziningi, yilapho-ke ukwazi okwengeziwe ngenkonzo yakho. Uma uqala isu lakho le-M2DMM, ukuqwashisa ngomkhiqizo kubaluleke kakhulu. Kubalulekile ukusiza abantu ukuthi bacabange ngomlayezo wakho kanye ne(amakhasi) akho.
Konke okuvelayo akufani. Lezo ezisesiphakelini sezindaba zikhulu kakhulu ngosayizi futhi (mhlawumbe) zinomthelela kakhulu kunezinye njengezikhangiso zekholomu engakwesokudla. Ukubheka ukubona ukuthi izikhangiso zibeka kuphi kubalulekile. Uma uthola ukuthi ngokwesibonelo, u-90% wezikhangiso zakho uyabonakala futhi uyabandakanyeka noma kuyasetshenziswa kusuka kuselula, vumela lokho kukusize unqume ukwakheka kwesikhangiso sakho kanye nezindleko zezikhangiso emikhankasweni yesikhathi esizayo.
I-Facebook izophinde ikutshele i-CPM noma ibize ngezinkulungwane zezikhangiso zakho. Njengoba uhlela ukusetshenziswa kwezikhangiso zesikhathi esizayo, bheka i-CPM yakho ukuze ikusize unqume indawo engcono kakhulu ongachitha kuyo ibhajethi yesikhangiso ukuze uthole okuvelayo nemiphumela.
Ukuchofoza
Ngaso sonke isikhathi lapho umuntu echofoza isikhangiso sakho se-Facebook kubalwa njengokuchofoza. Uma umuntu ethatha isikhathi sokuchofoza esikhangisweni futhi aye ekhasini lokubikezela, lapho-ke kungenzeka ukuthi uhlanganyele kakhulu futhi unentshisekelo eyengeziwe.
I-Facebook izokutshela kokuthi Isiphathi Sesikhangiso i-CTR yakho noma i-Click-Through-Rate. Ukuba phezulu kwe-CTR, kunentshisekelo enkulu abantu ababenayo kuleso sikhangiso. Uma wenza uhlolo lwe-AB, noma unezikhangiso eziningi, i-CTR ingakutshela ukuthi iyiphi esiza ekushayeleni ukubuka okwengeziwe ekhasini lakho lokubikezela, nokuthi iyiphi enentshisekelo enkulu.
Bheka futhi izindleko ngokuchofoza ngakunye (CPC) zezikhangiso zakho. I-CPC izindleko ngokuchofoza ngakunye kwesikhangiso futhi ikusiza ukuthi wazi ukuthi kubiza malini ukwenza abantu baye ekhasini lakho lokubikezela. I-CPC ephansi iba ngcono. Ukusiza ukugcina isikhangiso sakho sichitha imali ephansi, qapha i-CPC yakho futhi ukhuphule imali echithwa yizikhangiso (kancane kancane, ungalokothi udlule u-10-15% ngesikhathi) onenombolo ye-CPC ehamba phambili.
Njengokuvelayo, lapho isikhangiso sakho siboniswa khona sizothinta i-CTR ne-CPC yakho. Izikhangiso zekholomu yesokudla ngokuvamile zishibhile ngokuphathelene ne-CPC futhi zine-CTR ephansi. Izikhangiso ze-Newsfeed ngokuvamile zizobiza ngaphezulu kodwa zizoba ne-CTR ephezulu. Kwesinye isikhathi abantu bazochofoza okuphakelayo kwezindaba ngaphandle kokwazi ukuthi empeleni kuyisikhangiso, ngakho lena indawo ozofuna ukuyilandelela ngokuhamba kwesikhathi. Abanye abantu bangase bangachofozi ngisho esikhangisweni kodwa babe nesithakazelo, ngakho-ke ubheka umkhankaso esikhathini esithile usebenzisa kokubili i-Facebook Analytics kanye -Google Analytics kuzokusiza ukuthi uthole amaphethini.
Ukuguqulwa kwamamethrikhi
Ukuguqulwa kubhekisela ezenzweni ezithathwe kuwebhusayithi yakho. Enkonzweni yakho kungase kusho othile ocela iBhayibheli, ukuthumela umlayezo wangasese, ukulanda okuthile, noma okunye omcele ukuba akwenze.
Beka ukuguqulwa kumongo ngokulinganisa inani lokuguqulwa lihlukaniswe ngenombolo yokuvakashelwa kwekhasi, noma izinga lokuguqulwa. Ungase ube ne-CTR ephezulu (i-click-through-ratio) kodwa ukuguqulwa okuphansi. Uma kunjalo, ungase ufune ukuhlola ikhasi lakho lokubikezela ukuze uqiniseke ukuthi "buza" kucacile futhi kuyaphoqa. Ushintsho esithombeni, amagama, noma ezinye izinto ekhasini lokubikezela, okuhlanganisa isivinini sekhasi, konke kungadlala indima kumazinga akho okuguqulwa.
Imethrikhi engakusiza ukuthi unqume ukusebenza kahle kwesikhangiso sakho se-Facebook imali yokukhangisa ehlukaniswa ngenani lokuguqulwa, noma izindleko ngesenzo ngasinye (CPA). Uma i-CPA iphansi, uthola ukuguqulwa okuningi ngokuncane.
Isiphetho:
Kungase kubonakale kunzima njengoba uqala umkhankaso wesikhangiso se-Facebook ukuze wazi ukuthi uyaphumelela noma cha. Ukwazi inhloso yakho, ukuba nesineke (nikeza isikhangiso okungenani izinsuku ezingu-3 ukuze uvumele i-algorithm ye-Facebook yenze umsebenzi wayo), kanye nokusebenzisa amamethrikhi angenhla kungakusiza ukuthi unqume ukuthi uwukala nini futhi nini umkhankaso.
