ebook google adword cơ bản - dành cho Đối tác của google

1

n Tp Bi Thi: C bn v qung co

Bi kim tra c bn v qung co bao gm cc kha cnh c bn ca AdWords v qung co trc tuyn, k

c qun l ti khon v gi tr ca qung co tm kim.

Ni dung n tp

1. Gii thiu AdWords

2. Qun l ti khon

3. Qun l chin dch v nhm qung co

4. Nhm mc tiu theo t kha

5. Nhm mc tiu theo ngn ng & v tr

6. nh dng qung co

7. Ngn sch v t gi thu

8. o lng v ti u ha

9. Hiu sut, li nhun v tng trng

10. Qun l nhiu ti khon

2

1. Gii thiu AdWords

Hiu AdWords

Qung co trn Google AdWords: tng quan

Cch thc AdWords hot ng

To t vng qung co trc tuyn ca bn

S khc bit gia kt qu tm kim v qung co ca Google

Nhng g cn theo di da trn mc tiu qung co ca bn

Chi ph c tnh nh th no trong AdWords

Hiu v tr qung co v Xp hng qung co

Hiu Mng Google

Mng Google

Gii thiu v Mng tm kim ca Google

Gii thiu v Mng hin th ca Google

V tr qung co c th xut hin trong Mng hin th

Gii thiu v nhm mc tiu theo ng cnh

1.1. Qung co trn Google AdWords: tng quan

AdWords, chng trnh qung co trc tuyn ca Google, cho php bn tip cn cc khch

hng mi v pht trin doanh nghip ca mnh.

Chn ni qung co ca bn xut hin, t ngn sch m bn thy hi lng v o lng

tc ng ca qung co.

Khng c cam kt chi tiu ti thiu. Bn c th tm dng hoc dng bt k lc no.

Hy bt u ti https://adwords.google.com.vn.

Tip cn mi ngi khi h tm kim t hoc cm t (m chng ti gi l t kha) hoc duyt

cc trang web c ch lin quan n doanh nghip ca bn. Qung co ca bn c th xut

hin trn Google v cc trang web i tc ca Google. Vi t gi thu gi mi nhp chut (CPC),

bn ch b tnh ph khi ai nhp vo qung co ca bn.

Qung co ca bn xut hin

bn cnh ni dung c lin quan

Mi ngi nhp vo qung co

ca bn

V kt ni vi doanh nghip ca

bn

Lm Ch Qung Co Google Adword Trong 3 Ngyhttp://biquyethoctap.com/google-adword-3-ngay

https://support.google.com/partners/answer/1704410?hl=vi&ref_topic=2799732https://support.google.com/partners/answer/2497976?hl=vi&ref_topic=2799732https://support.google.com/partners/answer/2789620?hl=vi&ref_topic=2799732https://support.google.com/partners/answer/1722080?hl=vi&ref_topic=2799732https://support.google.com/partners/answer/1722036?hl=vi&ref_topic=2799732https://support.google.com/partners/answer/1704424?hl=vi&ref_topic=2799732https://support.google.com/partners/answer/1722122?hl=vi&ref_topic=2799732https://support.google.com/partners/answer/1721923?hl=vi&ref_topic=2799734https://support.google.com/partners/answer/1722047?hl=vi&ref_topic=2799734https://support.google.com/partners/answer/2404190?hl=vi&ref_topic=2799734https://support.google.com/partners/answer/2404191?hl=vi&ref_topic=2799734https://support.google.com/partners/answer/2404186?hl=vi&ref_topic=2799734https://adwords.google.com.vn/https://support.google.com/partners/answer/answer.py?answer=6323http://biquyethoctap.com/google-adword-3-ngay

3

Li ch ca qung co vi Google AdWords

Mt vi iu quan trng khin AdWords khc bit so vi cc loi qung co khc. S dng

AdWords, bn c th:

Tip cn mi ngi vo ng thi im h ang tm kim

nhng g bn cung cp

Qung co ca bn c hin th cho nhng ngi ang tm

kim cc loi sn phm v dch v m bn cung cp. Bi vy

nhng ngi c nhiu kh nng thc hin hnh ng hn.

Bn c th chn v tr qung co ca mnh xut hin -- trn

trang web c th no v trong khu vc a l no (tiu bang,

th trn hoc thm ch vng ln cn).

Ch tnh ring Mng hin th ca Google (GDN) tip cn 80%

ngi dng Internet Hoa K.

Kim sot ngn sch ca bn

Vi t gi thu gi mi nhp chut (CPC), bn ch b tnh ph

khi ai nhp vo qung co ca bn, ch khng phi khi

qung co ca bn xut hin. C nhiu ty chn t gi thu

khc nhau m bn c th chn.

Bn quyt nh s tin nhiu hay t m mnh mun chi tiu

hng thng v bn s khng bao gi b tnh ph nhiu hn s

tin .

Khng c cam kt chi tiu ti thiu.

Thy chnh xc phn no c hiu qu trong qung co ca bn

v xy dng da trn phn

Xem bo co v mc hiu qu m qung co ca bn ang

hot ng -- xem s lng khch hng mi kt ni vi doanh

nghip ca bn t qung co, h n t u, v.v...

S dng cng c ca AdWords chnh sa v ci thin

qung co ca bn v tng s lng khch hng tim nng

lin h vi doanh nghip ca bn.

V d:

Gi s bn qun l mt ca hng sa xe p gn Boston. Hy t qung co ca bn xut

hin cho cc khch hng ngay a im v khi ai ang sng hoc n tm kim

"sa xe p gn Boston" trn Google, h c th nhn thy qung co ca bn v nhp vo

kt ni vi doanh nghip ca bn.

1.2. Cch thc AdWords hot ng


https://support.google.com/partners/answer/answer.py?answer=117120http://biquyethoctap.com/google-adword-3-ngay

4

Gi y bn c tng quan v AdWords ca chng ti v hiu cch chng trnh qung co

ca Google c th gip bn pht trin doanh nghip ca mnh, hy cng i su vo mt s khi

nim quan trng ca AdWords. hiu cch AdWords hot ng, quan trng l t lm quen vi

mt s nn tng xy dng chnh -- nh t kha, v tr, Xp hng qung co, gi thu v im

cht lng.

Lm cch no t kha kch hot qung co ca bn xut hin

T kha l cc t hoc cm t m bn chn c th kch hot qung co ca mnh hin th trn

cc trang web tm kim v cc trang web khc. V d: nu bn phn phi hoa ti, bn c th s

dng "phn phi hoa ti" lm mt t kha trong chin dch AdWords ca mnh. Khi ai tm

kim trn Google s dng cm t "phn phi hoa ti" hoc cm t tng t, qung co ca

bn c th xut hin bn cnh kt qu tm kim ca Google. Qung co ca bn cng c th

xut hin trn cc trang web khc trong Mng Google lin quan n phn phi hoa ti.

Mo

Bng cch to mt danh sch t kha lin quan n sn phm hoc dch v ca bn v m

bo rng chng c th thay v chung chung (v d: "phn phi hoa ti" thay v ch n gin l

"hoa"), bn thng c th hin th qung co ca bn cho nhng ngi quan tm nht n

sn phm hoc dch v ca bn. iu ny ci thin hiu sut qung co ca bn v gip s

tin qung co ca bn c lu hn.

V tr: Qung co trn trang web khng tm kim

T kha c th kch hot qung co ca bn xut hin bn cnh kt qu tm kim trn Google

v cc trang web tm kim khc. Nhng t kha cng c th kch hot qung co ca bn

hin th trn cc trang web khc trn Internet -- v d: cc sn phm do Google s hu nh

YouTube v trang web i tc ca Google nh NYTimes.com hoc Families.com. Chng ti gi

y l "v tr". V tr c th bao gm ton b trang web hoc ch l mt phn ca trang web. V

cc trang web ny l tt c cc phn ca nhng g chng ti gi l Mng hin th.

Google c th t ng xc nh v tr qung co ca bn xut hin bng cch i snh t kha

ti cc trang web trong Mng hin th. Hoc, nu bn mun kim sot tt hn i vi v tr

qung co ca bn xut hin, bn c th t chn cc v tr c th. Bn c th t gi thu cho

mi v tr v chn trang web m qung co ca bn c th xut hin.

Xp hng qung co: Cch Google xc nh qung co no xut hin ti v tr no

By gi, gi s rng nhiu nh qung co s dng t kha ging nhau kch hot qung co

ca h hoc mun qung co ca h xut hin trn cng cc trang web. Lm cch no Google

xc nh qung co ca ai s xut hin v theo th t no? iu c thc hin t ng,

da trn iu chng ti gi l Xp hng qung co.

Xp hng qung co ca bn da trn s kt hp gi thu (s tin bn sn sng chi tiu)

v im cht lng ca bn (o lng cht lng qung co, t kha v trang web ca bn).

Ty thuc vo ni qung co ca bn hin th v loi nhm mc tiu bn s dng, cng thc

cho Xp hng qung co c th khc i cht nhng lun kt hp gi thu v im cht lng.

Chng ti s i vo chi tit hn v im cht lng bn di; iu quan trng cn bit y l

cht lng v mc lin quan ca cc t kha, trang ch v qung co ca bn c tm quan

trng i vi xp hng qung co ca bn nh s tin bn sn sn chi tiu.

Gii thiu i cht v t gi thu v im cht lng


http://support.google.com/adwords/bin/answer.py?hl=vi&answer=1752334http://support.google.com/adwords/bin/answer.py?hl=vi&answer=117120http://support.google.com/adwords/bin/answer.py?hl=vi&answer=1752122http://support.google.com/adwords/bin/answer.py?hl=vi&answer=140351http://biquyethoctap.com/google-adword-3-ngay

5

Gi thu v im cht lng ca bn c th hot ng hi khc qua cc loi chin dch khc

nhau. Sau y l mt s v d gip minh ha.

Vi qung co c nhm mc tiu theo t kha trn Google v i tc tm kim ca Google,

gi thu ca bn s l gi thu gi ti a mi nhp chut -- s tin ti a bn sn sng tr cho

mi nhp chut trn qung co ca bn. im cht lng da trn mc lin quan ca cc t

kha, cht lng trang ch, t l nhp chut (CTR) ca qung co c iu chnh cho v tr

ca qung co trn trang v mt vi yu t khc.

Trong trng hp qung co c nhm mc tiu theo v tr trn Mng hin th ca Google, vic

s dng t gi thu t gi thu gi mi nghn ln hin th (CPM), im cht lng ca bn

ch da trn cht lng ca trang ch.

C nhiu bin th, nhng ch chung th ging nhau.

Ty chn thanh ton ca bn vo cui ngy

Bn s lun tr s tin thp nht c th cho v tr tt nht m bn c th nhn c im cht

lng v gi thu nht nh. tm s tin ny, Google xem xt Xp hng qung co ca qung

co hin th ti v tr tip theo (v d: vi qung co xut hin trn trang tm kim ca Google,

y s l v tr ngay bn di qung co ca bn) v ch tnh ph bn s tin gi thu thp nht

vt qua Xp hng qung co ca qung co , lm trn n xu gn nht. V vy, d s tin

gi thu ca bn l bao nhiu, bn s ch tr mc ti thiu cn vt qua nh qung co bn

di bn.

1.3. To t vng qung co trc tuyn ca bn

Bn mi lm quen vi qung co trc tuyn? Trc khi bt u qung co vi AdWords, bn s

mun to t vng trc tuyn ca mnh. Chng ti a ra 6 cm t quan trng cho cc nh

qung co mi nh bn. V cc cm t y c to da trn mt cm t khc, hy c gng

c chng theo th t. Khi bn hon tt, bn s thy cc cm t c a vo ng cnh vi

cng ty cho thu kayak h cu California.

nh ngha V d:

Cm t tm kim: Cc t hoc cm t m mi

ngi s dng khi tm kim trc tuyn. Bn

cht ca thng tin, sn phm hoc dch v m

h mun tm.

Cn c gi l: cm t tm kim v truy vn tm

kim

Chin dch: K hoch ca bn hin th

qung co cho nhng ngi c nhiu kh nng

mun dch v ca bn nht. Chin dch kt hp

cc yu t sau y gip qung co ca bn

T kha: cho thu kayak, cho thu kayak CA,

ca hng kayak

Qung co:


http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2615875http://support.google.com/adwords/bin/answer.py?hl=vi&answer=6310http://support.google.com/adwords/bin/answer.py?hl=vi&answer=6111http://biquyethoctap.com/google-adword-3-ngay

6

hin th cho ng ngi vo ng thi im:

T kha: Cm t tm kim m bn ngh

rng khch hng c th s dng khi tm

kim iu g c lin quan n dch v

ca bn.

Qung co: Thng ip duy nht v hng

ha, sn phm hoc dch v ca bn.

Qung co c th l vn bn, hnh nh

hoc video, min l bn m t dch v ca

mnh, bao gm cc im bn hng quan

trng v cho khch hng bit cch phn

hi.

Phng php nhm mc tiu: Cc iu

kin cho thi im hin th qung co ca

bn, chng hn nh v tr, ngn ng v

hn th na.

Phng php nhm mc tiu: California, gii

tr v th thao

Khng phi tr tin so vi qung co: Google

chia cc kt qu tm kim thnh hai loi danh

sch:

Khng phi tr tin: Danh sch cc trang

web i snh vi cm t tm kim ca

ngi no . Khng ai phi tr tin

trang web ca h hin th trong cc kt

qu ny.

Qung co: Danh sch qung co i

snh vi cm t tm kim ca ngi no

. Nh qung co c th tr tin

qung co ca h hin th da trn cc t

kha v cc phng php nhm mc tiu

m h chn v cc qung co m h

to.

Qung co cn c gi l: kt qu phi tr tin

S ln hin th: S ln qung co ca bn xut

hin trn trang web, ng dng trn in thoi

di ng hoc bt k ni no khc m qung co

hin th. S ln hin th l mt n v o lng,

ging nh qung co truyn hnh c s lng

xem b truyn hnh v qung co tp ch c s

lng n bn bn.

Cn c gi l: s ln hin th qung co

CPC tr.bnh hoc gi mi nhp chut trung

bnh: Gi trung bnh bn phi tr mi khi c ai

nhp vo qung co ca bn. CPC tr.bnh

rt hu ch khi bn mun so snh hiu sut ca

cc t kha, chin dch, qung co, v.v... khc

nhau.

CPC tr.bnh = Chi ph

S nhp chut

Cn c gi l: tr tin cho mi ln nhp chut

Chin dch cho thu kayak ny c chi ph l

50 la M v nhn c 25 nhp chut

qung co.

CPC tr.bnh = 50 la

25 nhp chut

CPC tr.bnh l 2 la.


http://biquyethoctap.com/google-adword-3-ngay

7

Trang ch: Trang web ni bn a khch

hng n sau khi h nhp vo qung co

ca bn. Trang ch nn bao gm cc chi tit,

im bn hng v thng tin khuyn mi ging

vi qung co ca bn.

1.4. S khc bit gia kt qu tm kim v qung co ca Google

Khi mi ngi tm kim iu g h mun trn Google, h s tm thy hai loi kt qu: kt qu

tm kim v qung co AdWords. Kt qu tm kim xut hin di dng lin kt trn cc trang

kt qu tm kim v khng phi l mt phn ca chng trnh qung co ca Google. Qung

co AdWords xut hin trong nhn "Qung co" v c th c t ti mt vi v tr xung quanh

cc kt qu tm kim min ph.

Kt qu tm kim: Cc kt qu ny hin th di dng lin kt trn trang tm kim ca

Google. Bn cng c th xem kt qu c lin quan trn bn lit k v tr doanh nghip

a phng, thng tin lin h v hng dn ch ng. Kt qu tm kim ca Google c

lp vi cc chng trnh qung co ca Google.

Qung co AdWords: Nhng qung co ny xut hin trong nhn "Qung co" dc theo,

bn trn hoc bn di kt qu tm kim min ph. Nu bn cha phi l nh qung co

AdWords nhng mun hin th qung co ti y, bn c th ng k trn trang ch

AdWords.

Di y l tng quan nhanh gip bn hiu s khc bit gia hai loi kt qu:

Kt qu tm kim Qung co AdWords

V tr qung

co s xut

hin

Thng thng pha di gia trang,

bn di hp c t mu

Thng thng dc theo cnh trang

(nh u trang, bn phi v cui

trang), trn nn c t mu


https://adwords.google.com.vn/https://adwords.google.com.vn/http://biquyethoctap.com/google-adword-3-ngay

8

Cch qung

co c

i snh

Google hin th cc lin kt n cc

trang web c lin quan n tm kim

ca mt ngi da trn vn bn trn

trang v lin kt n trang

Google i snh qung co vi tm

kim ca mt ngi da trn tm kim

i snh cht ch nh th no vi t

kha bn chn v ci t chin dch

ca bn

Cch qung

co c

sp xp

Kt qu c sp xp trn trang da

trn nhng iu nh mc lin quan

n cm t tm kim v tnh ph bin

Qung co c sp xp da trn s

kt hp ca gi thu CPC v mc

lin quan

1.5. Nhng g cn theo di da trn mc tiu qung co ca bn

Google AdWords l tt c v kt qu. T ln u tin bn to qung co, iu quan trng l phi

bit bn mun nhn c g t chin dch v bit cch o lng thnh cng ca mnh. Bn

mun tng lu lng truy cp vo trang web ca mnh? Hoc tng doanh s bn hng, chuyn

i hoc ROI? Tng nhn thc v thng hiu? Ging nh bng tuyt, khng c hai chin dch

qung co hon ton ging nhau, nhng nhiu chin dch chia s cc mc tiu tng t. Chn

mc tiu ca bn bn di v chng ti s cho bn bit d liu tt nht nn theo di.

Hy nh rng iu quan trng l phi xc nh r v u tin cc mc tiu c th m bn mun

t c vi qung co AdWords ca mnh v sau qun l cc chin dch da trn cc mc

tiu . Mc tiu ci t s gip bn thc hin thay i thng minh ci thin hiu sut.

Mc tiu ca bn l g?

Tng lu lng truy cp vo trang web ca ti

Chin dch tp trung vo vic tng lu lng truy cp c th c to bi t chc mun qung

b t vn ng gy qu mi hoc doanh nghip mun tng doanh s bn hng ca mt sn

phm mi.

Tp trung vo: s nhp chut, t l nhp, hiu sut t kha, cm t tm kim

Tng s nhp chut v CTR

Nu bn mun s dng AdWords tng lu lng truy cp n trang web ca bn,

hy th tp trung tng s nhp chut v t l nhp (CTR). Bn c th t c iu

ny bng cch to vn bn qung co tuyt vi, t chc nhm qung co ca bn theo

ch ph bin, sn phm hoc mc tiu, ng thi to cc danh sch nh hn (v d:

di t 20-30 t) ca t kha c nhm theo ch cht ch nhm m bo qung

co ca bn c lin quan cao v rt thu ht khch hng. Sau , iu quan trng l phi


http://support.google.com/adwords/bin/answer.py?answer=6326https://support.google.com/adwords/bin/answer.py?hl=vi&answer=31799https://support.google.com/adwords/bin/answer.py?hl=vi&answer=2615875https://support.google.com/adwords/bin/answer.py?hl=vi&answer=6323http://biquyethoctap.com/google-adword-3-ngay

9

theo di cht ch hiu sut ca bn. Nhn nhiu mo khc to qung co vn bn

thnh cng.

Duy tr danh sch t kha tt

Bn cng s mun theo di hiu sut t kha ca mnh cng nh xa v thay th

nhng t kha khng hiu qu vi bn. Theo nguyn tc chung, CTR l 1% hoc cao hn

v im cht lng t 5 tr ln cho thy t kha ang hot ng tt. Tuy nhin, iu

ny c th khc nhau gia cc ti khon, do , hon ton ty thuc vo vic bn quyt

nh t kha c ang to lu lng truy cp cht lng cao hay khng.

Xem xt cm t tm kim ca bn

Cm t tm kim l mt yu t quan trng khc cn xem xt. AdWords cho php

bn xem danh sch tm kim ca khch hng kch hot qung co ca bn v sau

thm cc tm kim di dng t kha mi. Hoc, nu bn nhn thy cc cm t tm

kim khng c lin quan n doanh nghip ca mnh, bn c th thm chng di dng

t kha ph nh. Bo co cm t tm kim c th gip bn phn bit gia lu lng

truy cp chung vo qung co ca bn v lu lng truy cp thc s c lin quan (ni

cch khc l kiu ngi bn mun chuyn thnh khch hng).

Tm hiu thm v d liu tt nht nn theo di khi bn mun tng lu lng truy cp v

ni tm thy lu lng truy cp trong ti khon ca bn.

Tng doanh s bn hng hoc cc loi chuyn i khc

Chin dch c tp trung vo vic tng doanh s bn hng v chuyn i c th c to bi

mt cng ty mun bn c nhiu sn phm c th hoc mt t chc phi li nhun mun

khuyn khch khch truy cp k vo n thnh cu v nguyn nhn quan trng.

Tp trung vo: d liu chuyn i, URL ch

Tng chuyn i

Chuyn i AdWords xy ra khi c ai nhp vo qung co ca bn v thc hin hnh

ng trn trang web m bn ngh l c gi tr, cho d l mua hng, ng k bn tin

hay yu cu nhn thm thng tin v t chc ca bn. Bc quan trng nht m bn c

th thc hin tng doanh s bn hng v chuyn i khc l -- bn c th on c

-- bt u quan tm cht ch n d liu chuyn i v cp nht chin dch ca mnh

da trn nhng g bn tm hiu.

V d: sau khi theo di chuyn i, bn c th nhn thy rng mt t kha nht nh

dn n nhiu chuyn i, trong khi mt t kha khc th khng. Bn c th chn chi

tiu nhiu ngn sch hn cho t kha to ra nhiu chuyn i hn.

Chn URL ch c lin quan

Ngoi vic theo di chuyn i, bn cng nn m bo URL ch m bn s dng cho

mi qung co hng khch hng n trang c lin quan nht trong trang web ca bn.

Tt nht, trang web s c dnh ring cho sn phm hoc dch v c th c lm

ni bt trong qung co ca bn.

Tm hiu loi d liu no cn theo di khi bn mun tng doanh s bn hng v ni tm

thy d liu trong ti khon ca bn.


https://support.google.com/adwords/bin/answer.py?hl=vi&answer=1704392https://support.google.com/adwords/bin/answer.py?hl=vi&answer=1704392https://support.google.com/adwords/bin/answer.py?hl=vi&answer=68034https://support.google.com/adwords/bin/answer.py?hl=vi&answer=1722035https://support.google.com/adwords/bin/answer.py?hl=vi&answer=2684490https://support.google.com/adwords/bin/answer.py?hl=vi&answer=1722135http://biquyethoctap.com/google-adword-3-ngay

10

Ti mun tng nhn thc v thng hiu

Chin dch tp trung vo nhn thc v thng hiu c th c to bi cng ty xe hi mun to

hiu ng lan truyn cho kiu xe mi hoc cng ty phim nh mun qung b b phim mi bng

cch cung cp cho khch truy cp on trch nh.

Tp trung vo: s ln hin th, tng tc ca khch hng, phm vi tip cn v tn

sut

Tng s ln hin th

Nu mc tiu qung co l xy dng thng hiu, l do qung co trc tuyn chnh l

tng nhn thc v kh nng hin th sn phm, dch v hoc s nghip ca bn. Mc

tiu ca bn c th bao gm vic tng lu lng truy cp vo trang web v khuyn khch

khch hng tng tc hoc tm hiu thm v thng hiu ca bn. t c iu

ny, bn s mun thc y s ln hin th nhm c gng hin th qung co ca mnh

cho nhiu ngi nht c th trong phm vi i tng mc tiu ca bn.

h4>Thc y tng tc ca khch hng

Trong khi s ln hin th th hin s lng khch hng xem qung co ca bn, th

tng tc ca khch hng th hin mc th v m khch hng thy qung co ca

bn. Khch hng c thc s nhp vo qung co hoc xem video khng? iu c

ngha l h tng tc. Bn c th s dng CTR cho cc chin dch ca Mng tm kim

v chuyn i cho cc chin dch ca Mng hin th o lng tng tc. S dng cc

con s v phm vi tip cn v tn sut tm hiu s ngi tip xc vi qung co

ca bn v tn sut h thy qung co.

Tm hiu thm v iu g xc nh chin dch xy dng thng hiu, d liu no cn

theo di v ni tm thy d liu trong ti khon ca bn.

Ti mun tng li tc u t (ROI) ca mnh

Bn c th s dng tnh ton ROI so snh hai chin dch qung co vi nhau xem bn

kim c bao nhiu tin t mi chin dch. V d: mt nh sn xut gm c th xc nh

rng bnh mu xanh dng r hn bn chy hn trong mt chin dch thc s to ra li nhun

nhiu hn so vi bnh mu xanh l cy t hn trong mt chin dch khc.

Tp trung vo: chuyn i

ROI l t l chi ph so vi li nhun ca bn. ROI thng l thc o quan trng nht i

vi nh qung co, bi v s liu ny da trn cc mc tiu qung co c th v cho thy

tc ng ti chnh ca n lc qung co ln doanh nghip ca bn. ci thin ROI,

trc tin, bn cn phi bt u o lng chuyn i. Khi bn hon thnh, bn c

th nh gi ROI m bo rng s tin bn chi tiu vo qung co ang chuyn

thnh li nhun cho doanh nghip ca mnh.

1.6. Chi ph c tnh nh th no trong AdWords

AdWords cho bn quyn kim sot chi ph qung co ca mnh. Khng c s tin ti thiu m

bn phi chi tiu. Bn t ngn sch hng ngy trung bnh v chn cch bn s tiu tin ca

mnh. Vo ti khon ca bn tihttps://adwords.google.com.vn xem ton b bo co ca chi

ph qung co v lch s thanh ton ca bn bt k lc no.


https://support.google.com/adwords/bin/answer.py?hl=vi&answer=1722100https://support.google.com/adwords/bin/answer.py?hl=vi&answer=6365http://adwords.google.com.vn/https://adwords.google.com.vnhttp://biquyethoctap.com/google-adword-3-ngay

11

Mi khi ai tm kim trn Google, AdWords s chy phin u gi xc nh qung co hin

th trn trang kt qu tm kim v xp hng ca nhng qung co trn trang. t qung

co ca bn trong phin u gi ny, trc tin bn phi quyt nh loi hnh ng ca khch

hng m bn mun tr tin cho. V d: bn c th chn tr tin cho nhng hnh ng sau:

S ln qung co ca bn c hin th.

y c gi l gi thu gi mi nghn ln hin th hay CPM. Chng

ti khuyn s dng phng php t gi thu CPM nu bn mun

tng nhn bit v thng hiu ca mnh. Lu rng t gi thu

CPM ch c sn cho chin dch trn Mng hin th.

Mi khi mt trong cc qung co ca bn nhn c nhp

chut.

y c gi l gi thu gi mi nhp chut hay CPC. Chng ti

khuyn s dng phng php t gi thu CPC nu bn mun thc

y lu lng truy cp n trang web ca mnh.

Mi khi mi ngi thc hin hnh ng c th trn trang web

ca bn sau khi nhp vo mt trong nhng qung co ca bn.

y c gi l gi thu gi mi chuyn i hay CPA. Chng ti

ngh phng php t gi thu CPA cho cc nh qung co

AdWords dy dn quan tm nchuyn i, nh mua hng hoc

ng k.

Cc phng php ny c gi l ty chn t gi thu ca bn. Hu ht mi ngi bt u

trong AdWords u s dng ty chn t gi thu CPC c bn, c ngha l h tch ly chi ph

da trn s lng nhp chut h nhn c trn qung co ca mnh.

Nu bn s dng ty chn ny, s tin bn b tnh ph cho mi nhp chut ty thuc mt phn

vo gi thu gi ti a mi nhp chut bn t trong ti khon ca mnh, cn c gi l gi

thu CPC ti a. S tin ny tng ng vi s tin cao nht m bn s tr cho mt nhp chut

vo qung co (tr khi bn t iu chnh gi thu hoc s dng CPC nng cao). Thc t, s

tin nhiu nht bn s tr l s tin ti thiu bt buc gi v tr qung co v bt k nh

dng qung co no c hin th cng vi qung co ca bn (bao gm bt k ph dch

v hin hnh no c th p dng cho chin dch trn Mng hin th).

V d:

Gi s bn t gi thu CPC ti a l 1 la cho qung co ca mnh. S tin nhiu nht bn

s tr khi khch hng nhp vo qung co ca bn l 1 la. Thng bn s tr t hn gi

thu ti a ca mnh. S tin bn tr c gi l CPC thc t.


https://support.google.com/partners/answer/answer.py?answer=117120https://support.google.com/partners/answer/answer.py?answer=6365http://support.google.com/adwords/bin/answer.py?answer=6326http://support.google.com/adwords/answer/2732132&hl=vihttp://support.google.com/adwords/bin/answer.py?answer=2390590&hl=vihttp://support.google.com/adwords/bin/answer.py?answer=3226400&hl=vihttp://support.google.com/adwords/bin/answer.py?answer=3226400&hl=vihttp://support.google.com/adwords/answer/6297http://biquyethoctap.com/google-adword-3-ngay

12

c thm: u gi qung co

Khi nim

Mi khi qung co AdWords xut hin, qung co phi tri qua iu m chng ti gi

l u gi qung co, quy trnh quyt nh qung co no s xut hin v theo th t

no. u gi qung co y khng ging u gi ngh thut ni ngi t gi thu

cao nht lun chin thng; thay vo , AdWords thc hin iu th v hn mt cht:

1. Tm kim

Jose tm kim "giao pizza" trong tnh trng bng i cn co.

2. Qung co c rt gn

H thng AdWords tm tt c cc qung co c t kha i snh gn vi cm t "giao

pizza".

3. Qung co c rt gn nhiu hn

T tp hp cc qung co i snh , h thng b qua mi qung co khng iu

kin, nh qung co nhm mc tiu quc gia khc hoc b t chi.

4. Qung co c sp xp th t

Qung co cn li c hin th, sp xp th t trn trang da trn cng thc chng ti

gi l Xp hng qung co, kt hp s tin gi thu, cht lng v tc ng d kin

ca tin ch m rng v nh dng qung co khc.

5. Qung co xut hin!

Jose nhn thy cc qung co c lin quan xut hin v t hng bnh pizza m mnh

mun.

6. Lp li qu trnh

Lc no cng c ai mun n bnh pizza v thc hin tm kim, ton b qu trnh u

gi bt u li vi kt qu c th khc bit mi ln, ty thuc vo i th cnh tranh lc

.

Ti sao ngn sch hng ngy trung bnh li quan trng

iu quan trng nht cn nh l qu trnh u gi s dng c cht lng, gi thu v

tc ng d kin ca tin ch m rng v nh dng qung co khc xc nh v tr

qung co ca bn. V vy, ngay c khi i th cnh tranh ca bn t gi thu cao hn

bn, bn vn c th ginh c v tr cao hn -- vi gi thp hn -- bng t kha, qung

co v tin ch m rng c lin quan cao.



13

ng thi, hy nh rng qu trnh u gi c lp li cho mi tm kim trn Google,

mi ln vi kt qu c th khc nhau ty thuc vo i th cnh tranh ti thi im

v qung co no bn s dng. Do , ng lo lng nu v tr ca bn trn trang dao

ng -- vic v tr thay i mi ln l bnh thng.

Cch bn s thy iu

Trong bc 4 c trnh by trn, qung co c sp xp th t trn trang (tc l v

tr qung co ca bn) s dng cng thc c gi l Xp hng qung co. Cc thnh

phn chnh ca Xp hng qung co l gi thu, cht lng ca qung co, t kha v

trang web ca bn, cng nh tc ng d kin ca tin ch m rng v nh dng qung

co khc. Nu bn mun tng v tr ca mnh, bn cn nh bi i th cnh tranh ca

mnh bng cht lng, s tin gi thu hoc kt hp c hai bin php.

Kim sot chi ph ca bn

V bn hiu c cc khi nim c bn v cch chi ph hot ng trong AdWords nh th

no, hy xem cc cch bn c th kim sot chi ph ca mnh:

t ngn sch hng ngy kim sot s tin bn chi tiu

gn sch hng ngy ca bn xc nh s tin trung bnh bn mun chi tiu mi ngy

cho tng chin dch qung co trong ti khon ca mnh. Quy m ngn sch ca bn

hon ton ty thuc vo bn v bn c th chnh sa s tin ny bt k khi no mnh

thch.

Hy nh rng khi bn t gi thu CPC ti a, s tin bn b tnh ph cho mt nhp

chut ln qung co ca bn trong mt phin u gi c th c th t hn so vi s tin

ti a ca bn. iu ny c ngha l s tin m bn tr cho nhp chut ln qung co

ca mnh - CPC thc t - c kh nng s thay i theo tng phin u gi. Mc d CPC

thc t ca bn c th thay i, ngn sch hng ngy ca bn s gii hn s tin bn c

th tch ly cho chi ph nhp chut t ngy ny sang ngy khc.

Google c th cho php pht sinh thm ti a 20% s nhp chut trong mt ngy so vi

ngn sch hng ngy m bn ch nh. Chng ti gi y l phn phi qu. Phn phi

qu c th gip b li cho nhng ngy m lu lng truy cp chm v qung co ca

bn khng nhn c nhiu hin th qung co. Tuy nhin, trong thi hn thanh ton

nht nh, bn s khng bao gi b tnh ph nhiu hn s ngy trung bnh trong mt

thng (khong 30,4) nhn vi ngn sch hng ngy ca mnh.

V d:

Nu ngn sch cho chin dch qung co ca bn vn l 10 la mi ngy trong sut

ton b thng th s tin ti a bn s b tnh ph cho chin dch trong thng l

304 la (10 la x trung bnh 30,4 ngy mi thng).

Tinh ch nh gi thu ca bn

Nu bn s dng ty chn t gi thu gi mi nhp chut, bn s t gi thu CPC ti

a cho qung co ca mnh. Bn lun lun c th gim s tin gi thu ca mnh, nhng

nu bn lm vy, iu ny c th khin qung co ca bn hin th v tr thp hn trn

trang u tin ca kt qu tm kim, khin qung co di chuyn t v tr u tin xung



14

cnh hoc v tr di cng hoc khin qung co b loi khi trang u tin ca kt

qu tm kim. Ni chung, gi thu CPC ti a cao hn c th cho php qung co ca

bn hin th v tr cao hn trn trang.

Mo

Bn c th t ng cp nht gi thu ca mnh, da trn ngn sch hng ngy bn

t. Khi , h thng s tch cc tm nhiu nhp chut nht c th cho ngn sch ca

bn. Ty chn ny c gi lt gi thu t ng.

To qung co c lin quan hn nhn c nhiu nht cho s tin ca bn

Qung co v t kha cht lng cao l cch quan trng m bo rng bn ang

nhn c nhiu nht cho s tin ca mnh.

Bn c th tng gi thu CPC ti a c gng gip qung co ca mnh hin th v tr

cao hn trn trang. Nhng bn cng c th tng v tr ca qung co bng cch ci thin

cht lng qung co, t kha v trang web m khng tng chi ph.

khuyn khch qung co cht lng cao, Google s dng php o c gi l im

cht lng. Cht lng qung co ca bn cng cao, s tin bn tr cho mt v tr

qung co cho trc cng thp v ngc li.

V d:

Gi s gi thu CPC ti a ca bn l 2 la. Trong khi , i th cnh tranh ca

bn c gi thu CPC ti a l 3 la nhng cht lng qung co ca h di mc

trung bnh. Do cht lng qung co ca bn cao hn, qung co ca bn thc t c

th hin th v tr cao hn trn trang, ngay c khi gi thu ca bn thp hn.

1.7. Hiu v tr qung co v Xp hng qung co

V tr qung co l th t m qung co ca bn xut hin trn mt trang. V d: v tr qung

co "1" c ngha qung co ca bn l qung co u tin trn mt trang. Ni chung, vic c v

tr qung co cao s tt hn, v nhiu kh nng s c nhiu khch hng nhn thy qung co ca

bn hn. Qung co c th xut hin u trang kt qu tm kim, bn cnh trang hoc

cui trang.

V tr qung co c xc nh nh th no

V tr qung co c xc nh bi Xp hng qung co ca bn trong phin u gi. Xp hng qung co l

im s da trn gi thu v im cht lng ca

bn. Nu bn ang s dng ty chn t gi thu gi

mi nhp chut, gi thu ca bn l s tin bn mun

tr cho mt nhp chut vo qung co ca mnh. im

cht lng ca bn l php o mc lin quan v hu

ch ca t kha, vn bn qung co v trang ch i vi

nhng g ngi dng ang tm kim. Lu rng nu bn

ang s dng tin ch m rng, chng hn nh lin kt

trang web, tc ng d kin t cc tin ch m rng

l yu t c tnh vo Xp hng qung co. iu ny c


https://support.google.com/adwords/answer/1752122?hl=vihttp://biquyethoctap.com/google-adword-3-ngay

15

ngha l nu hai qung co cnh tranh c cng gi thu v cht lng, th qung co c tc ng

d kin tt hn t tin ch m rng thng s xut hin v tr cao hn qung co cn li.

ci thin v tr qung co, bn c th tng gi thu hoc bn c th tp trung vo ci thin

im cht lng ca mnh. Xem phn "Bc tip theo" bn di bit thm thng tin v im

cht lng v cch ti u ha v tr qung co ca bn bng cch ci thin cht lng qung

co.

Lu

Do tnh a dng ca cc trang web trn Mng hin th ca Google, nn v tr trung bnh c th

km hu ch trong vic ti u ha cho hiu sut trn mng ny. Nu bn mun o lng

hiu sut trn Mng hin th, chng ti khuyn bn nn tp trung vo cc s liu nh chuyn

i v ROI. c thm v cch nh gi hiu sut qung co trn Mng hin th.

Cch cc qung co xoay vng qua cc trang kt qu tm kim

Qung co xoay vng qua cc trang kt qu tm kim da

trn Xp hng qung co. Qung co c Xp hng qung co

cao nht s xut hin v tr iu kin u tin trn trang

kt qu tm kim. Qung co c Xp hng qung co cao th

hai s xut hin di v tr v tip tc gim dn xung

di trang.

Khi khch hng duyt n cc trang kt qu tm kim tip

theo (v d: h nhp voTip theo xem thm cc trang

kt qu tm kim), hai quy tc sau thng s p dng cho cc

qung co iu kin hin th, trong :

V tr "Hng u" (trn cng ca trang): Tt c qung co xp hng cao u iu kin

hin th v tr trn cng, min l cc qung co vt ngng im cht lng v

ngng gi thu gi mi nhp chut (CPC) nht nh. Ti a ba qung co c th hin th

v tr trn cng trn mi trang.

V tr "Khc" (bn cnh hoc cui trang): Bn cnh v cui trang kt qu tm kim c

ghi l "Khc" trong thng k AdWords ca bn v c th hin th ti a tm qung co.

Thng thng, nhng qung co trc y cha xut hin v tr bn cnh hoc cui

trang mi iu kin xut hin cnh trang hoc cui trang. V d: nu qung co xut

hin cnh Trang 1, th qung co thng s khng xut hin cnh Trang 2 hoc

trang tip theo.

Di y l v d gip bn hiu cch qung co xoay vng qua cc trang kt qu tm kim.

Qung co 1-25 c sn hin th cho mt cm t tm kim nht nh v qung co 1-7

iu kin cho nhng v tr hng u. Cc qung co c th c xp hng trn trang ny nh

sau:

Trang V tr hng u V tr "Khc"

Trang 1 Qung co 1-3 Qung co 4-11

Trang 2 Qung co 1, 2, 4 Qung co 3, 12-18

Trang 3 Qung co 1, 2, 5 Qung co 19-25


https://support.google.com/adwords/bin/answer.py?answer=2404178https://support.google.com/adwords/answer/1722087https://support.google.com/adwords/answer/2454072http://biquyethoctap.com/google-adword-3-ngay

16

Lu :

Do im cht lng v ngng c tnh li trn mi trang nn i khi qung co c th

xut hin v tr hng u trn mt trang v sau li xut hin v tr "Khc" trn trang tip

theo (hoc xut hin v tr "Khc" trn mt trang v sau li xut hin v tr hng u

trn trang tip theo). Thng thng, qung co s ch c hin th mt ln v tr "Khc" v

s khng xut hin li v tr trn cc trang tip theo.

i tm v tr qung co trung bnh ca bn

Trong ti khon AdWords ca bn, bn c th d dng xem v tr qung co trung bnh ca bn

l g. Hy qua cc bc ny xem v tr trung bnh ca bn:

1. ng nhp vo ti khon AdWords ca bn ti http://adwords.google.com.vn.

2. Nhp vo tab Chin dch trn cng.

3. Tm ct V.tr tr.bnh trong bng thng k. Nu bn khng thy ct ny trong bng ca

mnh, bn c th thm ct ny bng cch nhp vo nt Ct trong thanh cng c pha trn

bng thng k.

Bn cng c th nhp vo tab Qung co hoc T kha xem v tr trung bnh ca bn theo

qung co hoc theo t kha. xem tn sut qung co ca bn xut hin u trang,

bn cnh trang hoc cui trang, bn c th phn on d liu ca mnh.

1.8. Mng Google

Khi nim

Khch hng ca bn c xu hng thc hin trc tuyn nhiu hn -- h tm kim, mua sm, c

tin tc v duyt qua cc trang web th v. V vy, chng ti ngh bn s c th tip cn khch

hng ca mnh bt k h ang lm g trn web. Cu tr li ca chng ti: Mng Google, tn ca

chng ti cho cc v tr ni qung co AdWords ca bn c th xut hin, bao gm trang web

ca Google, trang web hp tc vi chng ti v cc v tr khc nh ng dng trn in thoi di

ng. Nh th bn ang trnh by thng bo ca mnh cho mt sn vn ng y ngi hm

m -- Google thu thp mt m ng nhng ngi quan tm v mang h n sn vn ng,

sau bn bt u chng trnh.

Gi trang web ny chng ti gi l Mng Google c chia thnh cc nhm cung cp cho

bn nhiu quyn kim sot hn ni bn mun qung co ca mnh xut hin:

Mng tm kim: Mng hin th:

Tm kim ca Google, Google mua sm,

Google Maps, Google Images v Google

Groups.

Trang web tm kim hp tc vi Google (i

tc tm kim) nh AOL

Cc trang web ca Google (nh YouTube,

Blogger v Gmail) v hng ngn cc trang web

i tc trn Internet

Ti sao Mng Google li quan trng


http://adwords.google.com.vn/http://support.google.com/adwords/bin/answer.py?answer=1294894http://biquyethoctap.com/google-adword-3-ngay

17

Mng Google c th kt ni bn vi khch hng ti thi im chnh xc khi h ang thc hin

hot ng trc tuyn c lin quan n nhng g bn cung cp -- nh tm kim cc sn phm

hoc c blog v ngnh ca bn. Bi v qung co ca bn c th c hin th nhng v tr c

lin quan, bn c c hi tt hn chuyn ngi xem thnh khch hng.

Bng cch hiu mng ca chng ti l g v bn c th kim sot ci t mng ca mnh nh th

no, bn c th tn dng li th ca th gii khch hng quan tm ny.

Cch s dng

i vi mi chin dch qung co ca bn, bn s chn ci t mng cho Google bit ni bn

mun qung co ca mnh hin th. Bn c th chn Tm kim ca Google v Google mua sm

hoc ton b Mng tm kim (bao gm cc trang web tm kim khc ca Google nh Maps v

Images, cc trang web tm kim hp tc vi Google), ch Mng hin th hoc tt c cc mng.

1.9. Gii thiu v Mng tm kim ca Google

Mng tm kim ca Google l nhm cc trang web lin quan n tm kim ti qung co ca

bn c th xut hin, bao gm cc trang web tm kim ca Google v trang web i tc tm kim

hp tc vi Google hin th qung co, c gi l i tc tm kim. Qung co c i

snh vi cc trang kt qu tm kim da trn cm t c s dng tm kim. Vi mt vi

ngoi l, c m t bn di, qung co vn bn l nh dng qung co chnh c s dng

trn Mng tm kim ca Google.

V tr qung co c th xut hin

Khi bn nhm mc tiu chin dch ca mnh n Mng tm kim v thm t kho vo nhm

qung co ca chin dch, qung co ca bn c th xut hin trn Google v cc trang web tm

kim khc da trn cc t kha m bn chn:

Trn cc trang web tm kim ca Google: Qung co c th xut hin dc theo, pha

trn hoc bn di kt qu tm kim trn Tm kim ca Google, Google mua sm, Google

Maps, Google Images v Google Groups.

Trn cc trang web khc l mt phn ca Mng tm kim (i tc tm kim): Qung

co c th xut hin dc theo hoc bn trn kt qu tm kim trn trang web ca i tc

tm kim, chng hn nh AOL.

hin th qung co trn tt c cc trang web ca Mng tm kim, hy iu hng n phn

"Mng" trong trang ci t ca chin dch v m bo rng hp kim cho "Bao gm i tc tm

kim" c chn (ty chn ny c chn theo mc nh khi bn to chin dch "Ch mng tm


http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2616017http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2616017http://biquyethoctap.com/google-adword-3-ngay

18

kim", "Mng tm kim c Chn hin th" hoc "Mng tm kim & hin th"). Trang web trn

Mng tm kim hu ht hin th qung co vn bn, thng c gn nhn l "Qung co" trn

Tm kim ca Google cng nh trn trang web ca i tc tm kim. Google Images cng c th

bao gm qung co hnh nh.

V d:

Bn c doanh nghip cung cp dch v sn mt ti cc ba tic dnh cho tr em. Nu bn

thm t kha "sn mt tr em" vo nhm qung co ca mnh v sau chn hin th qung

co trn ton b Mng tm kim, qung co ca bn iu kin xut hin trn trang kt

qu tm kim AOL khi ai nhp "sn mt".

Google Instant v qung co ca bn

Cch Google Instant hot ng

Google Instant gip mi ngi tm thng tin nhanh hn bng cch hin th kt qu c

lin quan khi h nhp cm t tm kim trn tm kim ca Google. Khi ai bt u nhp

cm t tm kim, Google Instant s t ng hin th kt qu cho tm kim ph bin bt

u bng cc ch ci . Thut ton s c gng tin on phn cn li ca cm t l g

da trn cc tm kim ph bin c ngi dng khc nhp. Vn bn c d on

c hin th bng mu xm sng trong hp tm kim, ng thi kt qu tm kim v

qung co c t ng hin th cho cm t c d on .

Mc d Google Instant s khng thay i cch qung co c phn pht, qung co v

kt qu tm kim c th hin th cho cm t tm kim c d on. V d: nu c ai

nhp "hoa" vo Google, thut ton s tin on rng ngi dng ang tm kim "hoa

hng" (cm t tm kim c d on) v do , hin th c danh sch tm kim v

qung co cho cc loi hoa. Cc kt qu s tip tc hin th tr khi cc ch ci tip

theo m ngi dng nhp s dn n mt cm t c d on khc.

Cch chng ti tnh s ln hin th qung co

Khi c ai tm kim bng Google Instant, s ln hin th qung co c tnh theo cc

trng hp sau:

Ngi ny bt u nhp cm t tm kim trn Google v nhp vo bt c ni no

trn trang (kt qu tm kim, qung co, sa li chnh t, tm kim c lin quan).

Ngi ny chn mt cm t tm kim c th bng cch nhp vo nt Tm kim,

nhn Enter hoc chn mt trong cc cm t c d on.

Ngi ny ngng nhp v kt qu c hin th trong ti thiu ba giy.

Chng ti khuyn bn nn theo di hiu sut qung co ca mnh ging nh cch bn

thng lm. Google Instant c th tng hoc gim cc cp hin th tng th ca bn. Tuy

nhin, Google Instant c th ci thin cht lng cc nhp chut ca bn v Google

Instant gip mi ngi tm kim bng cch s dng cc thut ng kt ni h trc tip

hn vi nhng cu tr li h cn. Do , hiu sut chin dch tng th ca bn c th ci

thin.

1.10. Gii thiu v Mng hin th ca Google



19

Bn c tng nhn thy qung co AdWords trn trang web tin tc yu thch hay trong ti khon

Gmail ca mnh v t hi lm th no qung co AdWords ny c th c hin th ? Cc

trang web nh th ny l mt phn trong Mng hin th ca Google. Mng hin th l mt tp

hp cc trang web i tc v cc trang web c th ca Google -- bao gm Google Finance,

Gmail, Blogger v YouTube -- hin th qung co AdWords. Mng ny cng bao gm cc trang

web v ng dng trn in thoi di ng.

Khi hin th qung co trn Mng hin th, bn c th tip cn rt nhiu khch hng c s thch

rng, chn trang web hoc trang no xut hin v thu ht ngi dng bng cc nh dng

qung co hp dn.

Tip cn khch hng mi: Nm bt s ch ca ngi no cc im khc nhau

trong chu k mua. V d: nu bn chy ca hng cung cp tranh nh, bn c th thu ht s

ch ca mt ngi m khi c y c cc nh gi v cc thng hiu sn c th ra c

tt nht, nhng trc khi c t a tr mi tp i vo gh xe hi v bt u mua.

Chn ni qung co ca bn xut hin: Trong Mng hin th, bn c th chn c th hn

ni bn mun qung co ca mnh xut hin -- bn c th chn cc loi trang hoc cc

trang web c th cho qung co, cng nh i tng hin th qung co ca mnh.

Thu ht ngi dng bng cc nh dng qung co hp dn: nh dng vn bn, hnh

nh, video hoc a phng tin c th xut hin trn Mng hin th.

Kh nng hin th ca Mng hin th

T hng triu trang web i tc, trang tin tc v blog n cc trang web ca Google, k c Gmail

v YouTube, Mng hin th c th gip bn hin th thng ip ca mnh cho nhiu khch hng

hn.

Mng hin th tip cn 83% s lng ngi dng Internet trn khp th gii (ngun: DoubleClick

Ad Planner), k c nhng ngi ni hn 30 ngn ng ti hn 100 quc gia. gip m bo

qung co ca bn xut hin trn cc trang web v sn phm cht lng cao, tt c cc trang

web v sn phm trong Mng hin th u c Google xem xt v theo di.

Mt s i tc hin th ca chng ti

Di y l mt s i tc ca chng ti trn Mng hin th ca Google:

i snh qung co ca bn vi cc trang web trong Mng hin th

Tm ng i tng trn hng triu trang web c th kh khn. Mng hin th ca Google cho

php bn t thng ip ca mnh trc khch hng tim nng ng v tr v vo ng thi

im theo nhiu cch.



20

Tip cn ngi dng bng t kha v cc ch : S dng nhm mc tiu theo ng

cnh, AdWords tm nhng v tr tt nht cho qung co ca bn trn ton b Mng hin

th ca Google, da trn t kha ca bn. iu ny c th gip bn hin th qung co ca

mnh cho i tng quan tm n doanh nghip ca bn v c nhiu kh nng thc hin

hnh ng hn.

Chn cc trang web hoc trang c th: t thng ip ca bn trn cc trang web m

bn ngh l ph hp nht cho doanh nghip ca mnh bng cch s dng nhm mc tiu

theo v tr. Bng cch thm v tr c qun l, bn c th hin th qung co ca mnh

trn cc trang web, video trc tuyn, tr chi, ngun cp d liu RSS cng nh trang web

v ng dng trn in thai di ng c th m bn chn. Bn thm ch c th chn qung

co ca mnh khi cc trang web bn ngh khng c lin quan.

Tm ngi dng quan tm n nhng g bn cung cp: Hin th qung co ca bn

trn cc trang web trong Mng hin th cho cc nhm ngi c th. Bn c th tip cn

nhng ngi truy cp trang web ca mnh trc khi to chin dch tip th li hoc

khch hng quan tm n cc danh mc c th, bng cch thm danh mc s thch. Sau

, bn c th hin th cho h nhng thng ip c lin quan cao khi h duyt qua cc

trang web khc trn Mng hin th ca Google.

V d:

Nu bn cung cp dch v hun luyn ch New York, bn c th tip cn khch hng trn

Mng hin th theo nhng cch sau:

Thm t kha "hun luyn ch con" v bn c th c t ng i snh vi blog v ch.

Xc nh trang web bn chi cho ch con ni bn mun qung co ca mnh hin th v

thm trang web di dng v tr c qun l.

S dng tip th li hin th qung co ca bn cho nhng khch hng truy cp vo

trang web ca bn trc y -- ngay c khi h duyt cc trang v cho thuyn kayak thay

th.

Gii thiu v hai loi trang web c th trn Mng hin th

Tn min tr hng:

Trang web tn min tr hng l trang web cha c pht trin thuc v cng ty ng

k tn min hoc ch s hu tn min. Chng trnh AdSense cho tn min ca chng

ti t qung co AdWords trn cc trang web tn min tr hng, l mt phn trong

Mng hin th ca Google.

Mi ngi n trang web tn min tr hng khi h nhp URL ca trang web cha c

pht trin trong thanh a ch ca trnh duyt. Trc y, trang web tn min tr hng

l nhng trang trng, c ngha l mi ngi n mt trong cc trang web ny phi th

li tm kim ca mnh.

Trang web tn min tr hng cung cp qung co c th c lin quan n tm kim

ca mt ngi. Mt s trang web tn min tr hng cng bao gm hp tm kim, cho

php mi ngi tinh chnh thm tm kim ca mnh. Ty thuc vo thit k trang web,

trang web tn min tr hng c th c phn loi l trang web Mng tm kim hoc

trang web Mng hin th. iu c ngha l qung co ca bn c th hin th trn

trang web tn min tr hng nu bn chn chy chin dch ca mnh trn Mng tm

kim hoc Mng hin th.

Ni chung, chng ti nhn thy rng qung co trn trang web tn min tr hng

hot ng tt hoc tt hn qung co trn cc trang web khc ca Mng tm kim v

hin th. Nu bn khng mun hin th qung co ca mnh trn cc trang web tn min

tr hng, bn c th loi tr cc trang web khi chin dch ca mnh.


http://support.google.com/adwords/bin/answer.py?answer=1726458http://support.google.com/adwords/bin/answer.py?answer=1726458http://support.google.com/adwords/bin/answer.py?answer=99502http://support.google.com/adwords/bin/answer.py?answer=173945http://support.google.com/adwords/bin/answer.py?answer=140188https://www.google.com.vn/domainpark/http://support.google.com/adwords/bin/answer.py?answer=140188http://biquyethoctap.com/google-adword-3-ngay

21

Nu bn c thc mc v vic s dng nhn hiu ca mnh trong tn min tr hng, hy

tm hiu cch gi n khiu ni v nhn hiu AdSense cho tn min.

Trang li:

Chng trnh AdSense pht hin li ca chng ti hin th qung co AdWords khi mi

ngi nhp URL cha c ng k hoc cm t tm kim vo thanh a ch ca trnh

duyt thay v vo cng c tm kim, chng hn nh Google. Trc y, nhng tm kim

ny a n cc trang li (v d: trang "404 error"), lm cho mt ngi khng c ty

chn no khc ngoi vic thc hin mt tm kim khc. Gi y, nhng trang ny cung

cp qung co (mt s trang cng bao gm cc kt qu tm kim thc s) c th l

thng tin c lin quan.

AdSense pht hin li s dng cng ngh ca Google gii thch cm t tm kim

trc khi phn phi qung co c nhm mc tiu, c lin quan theo ng cnh cho

mi ngi. Cc trang hin th qung co ca bn thng qua Adsense pht hin li thuc

v Mng hin th ca chng ti. Qung co ca bn c th xut hin trn cc trang ny

ch khi bn chn Mng hin th ca Google trong ci t chin dch ca mnh.

Nu bn khng mun hin th qung co ca mnh trn cc trang web li, bn c

th loi tr cc trang web khi chin dch ca mnh.

Loi qung co trn Mng hin th

Ngoi qung co vn bn, bn s thy trong tm kim ca Google, cc trang web trn Mng hin

th cng hin th cc loi qung co trc quan hp dn khc. Di y l danh sch cc nh

dng qung co m bn c th s dng thu ht khch hng trn Mng hin th:

Qung co vn bn

Qung co hnh nh - qung co bao gm nh hoc tc phm ngh thut

Qung co a phng tin - qung co c hot nh hoc cc loi chuyn ng khc

Qung co video


http://support.google.com/adwords/bin/answer.py?answer=50003http://support.google.com/adwords/bin/answer.py?answer=1722050http://support.google.com/adwords/bin/answer.py?answer=2454012http://biquyethoctap.com/google-adword-3-ngay

22

Quyt nh xem Mng hin th c ph hp vi bn khng

Nu bn quan tm n vic thu ht khch hng v phn phi thng ip hp dn v doanh

nghip ca mnh th qung co trn Mng hin th c th lm vic cho bn. Qung co hin th

hnh nh -- v d: qung co video hoc qung co hnh nh -- c th thc s tng hiu sut

chin dch qung co trc tuyn ca bn v li n tng cho khch hng.

Di y l mt s mc tiu ph bin m bn c th t c bng cch qung co trn Mng

hin th:

Bn nhiu sn phm hoc dch v hn

Xy dng lng trung thnh ca khch hng

Thu ht khch hng

Tng nhn thc v thng hiu

o lng mc hiu qu ca qung co trn Mng hin th

m bo bn ang t c cc mc tiu doanh nghip ca mnh vi Mng hin th, bn

cng c th xem li bo co chi tit.

Bo co: Xem chnh xc trn cc trang web m qung co ca bn chy, qung co no

phn phi nhiu nhp chut nht v trang web no mang li cho bn doanh s bn hng

nhiu nht vi chi ph thp nht. Bng cch phn on hiu sut qung co ca bn theo

mng v bng cch theo di hiu sut qung co trn cc v tr ring l trong Mng hin

th, bn c th xem thi gian v a im qung co hot ng tt nht. Sau , bn c th

iu chnh chin lc nhm mc tiu v t gi thu nhn c nhiu gi tr nht cho

ng tin ca mnh.

Gi tr: Nu d liu ca chng ti cho thy rng mt nhp chut t trang trong Mng ca

Google t c kh nng chuyn thnh kt qu kinh doanh hu dng -- chng hn nh bn

hng trc tuyn, ng k, gi in thoi hoc ng k bn tin -- chng ti c th t

ng gim gi thu cho trang web , tnh ph cho bn t hn cho cng mt nhp chut.

ghin cu in hnh

Hc t tri nghim ca cc nh qung co ging nh bn bng cch xem v d v cc nh qung

co ny, nhng ngi nhn thy rng Mng hin th ph hp vi h:

Carnival Cruise Lines s dng nhm mc tiu theo ng cnh trn Mng hin th ca

Google tng t ch ln 284% trong nm tun, cho thy gim chi ph cho mi chuyn

i xung 72% v tng khch hng tim nng ln 36%.


http://support.google.com/adwords/bin/answer.py?answer=134761https://www.google.com.vn/ads/displaynetwork/success-stories/https://www.google.com.vn/ads/displaynetwork/success-stories/http://biquyethoctap.com/google-adword-3-ngay

23

Jordan Brand s dng Mng hin th ca Google nhm mc tiu i tng ph hp

v ci thin nhn thc v thng hiu v tham gia.

Yankee Candle s dng tip th li trn Mng hin th ca Google thu ht li ngi

mua sm, tng t l chuyn i ln 600% v ct gim mt na gi mi chuyn i.

1.11. V tr qung co c th xut hin trong Mng hin th

Khi bn qung co trn Mng hin th ca Google, qung co ca bn c th xut hin trn tp

hp ln cc trang web i tc, ng dng trn in thoi di ng v ni dung video. iu ny

bao gm:

Trang web ca nh xut bn Google AdSense, bao gm AdSense cho tn min v AdSense

pht hin li

Trang web ca nh xut bn DoubleClick Ad Exchange

Trang web ca Google v d nh Google Finance, Gmail, Blogger v YouTube (khng bao

gm tm kim ca Google)

Vi hn 2 triu trang web Mng hin th tip cn trn 90% ngi dng Internet trn ton th

gii (Ngun: Comscore), nn s c rt nhiu c hi tip cn khch hng. Tuy nhin, nhm

mc tiu khch hng ca bn mt cch hiu qu, chn ci t chin dch v thm phng php

nhm mc tiu vo nhm qung co m ch nh cc iu kin cho thi im qung co ca

bn c th hin th trn Mng hin th.

Chn ci t chin dch ca bn

Ci t chin dch gip bn kim sot xem qung co ca bn c hin th trn Mng hin th, v

tr v thit b m chng c th xut hin hay khng.

Loi chin dch V tr Thit b

Qung co ca bn c

th xut hin trn Mng

hin th khi bn chn

mt trong cc loi chin

dch sau:

Mng tm kim &

hin th

Mng tm kim c

Chn hin th

Ch Mng hin th

Qung co ca bn

c th xut hin mi

ni hoc ti thnh

ph, vng hoc quc

gia c th m bn

ch nh.

Qung co ca bn c th hin th trn tt

c loi thit b t my tnh bn, my

tnh bng v thit b di ng hoc ch trn

cc thit b bn ch nh theo kiu, h iu

hnh, v.v... Ty chn nng cao ny ch c sn

cho mt s loi chin dch Ch Mng hin

th.

Thm phng php nhm mc tiu vo nhm qung co ca bn

Phng php nhm mc tiu l tiu ch cho v tr qung co ca bn nn hin th trn Mng

hin th. Bn c mt s ty chn chn t:



24

T kha V tr Ch i tng

Qung co

c th hin

th trn

Mng hin

th da trn

danh sch

t kha ca

bn.

Qung co ca bn

c th hin th trn

trang web Mng

hin th, ng dng

trn in thoi di

ng hoc video c

th m bn chn

th cng (cng c

gi l v tr c

qun l).

Qung co ca bn c

th hin th trn nhiu

trang Mng hin th

v mt ch c th,

nh Du lch hoc t

& Xe c.

Qung co ca bn c th hin

th cho cc i tng c th

trn trang web Mng hin th.

Bn c th tip cn nhng

ngi nhm tui hoc gii

tnh nht nh, nhng ngi

truy cp trang web ca bn

trc khi to chin dch tip

th li hoc nhng ngi quan

tm n cc danh mc c th,

bng cch thm danh mc s

thch.

1.12. Gii thiu v nhm mc tiu theo ng cnh

Nhm mc tiu theo ng cnh l mt trong s t cc phng php khc nhau m bn c th s

dng a qung co ca mnh ln cc trang web l mt phn ca Mng hin th ca Google.

Phng php nhm mc tiu ny s dng t kha hoc ch bn chn i snh qung

co ca bn vi cc trang web c lin quan.

1. Bn chn t kha v ch

Nhm mc tiu theo ng cnh bt u bng vic bn thm t kha hoc ch vo nhm

qung co trong chin dch Mng hin th ca mnh. T kha l cc t ring l, trong khi ch

l khi nim hoc ch trng tm ca trang web thay v cc cm t ring l.

Nhm mc tiu theo ng cnh ch nhm mc tiu cc trang web l mt phn ca Mng hin th.

V vy, bn s ch c th s dng cc loi chin dch sau:

"Mng tm kim & hin th Tt c cc tnh nng"

Mng tm kim & hin th Tiu chun"

"Ch Mng hin th Tt c cc tnh nng"

"Ch Mng hin th Tip th li"

2. H thng ca chng ti phn tch cc trang web to thnh Mng hin th

H thng ca chng ti phn tch ni dung ca tng trang web hoc URL ca Mng hin th,

xem xt cc yu t nh sau:

Vn bn

Ngn ng

Cu trc lin kt

Cu trc trang

Da trn phn tch ny, ch trng tm ca tng trang web c xc nh.

3. Qung co ca bn c t v tr

Theo t kha


https://support.google.com/partners/answer/answer.py?answer=99502https://support.google.com/partners/answer/answer.py?answer=99502https://support.google.com/partners/answer/answer.py?answer=117120http://biquyethoctap.com/google-adword-3-ngay

25

Khi t kha ca bn i snh vi khi nim hoc ch trng tm ca trang web,

qung co ca bn c iu kin xut hin trn trang web (cn gi l v tr t

ng). Liu thc t qung co ca bn c hin th , c xc nh bng mt s yu

t, bao gm nhm mc tiu theo ngn ng v v tr ca bn v lch s duyt gn y ca

ngi xem qung co ca bn.

V d:

Gi s bn to mt nhm qung co qung co dng sn phm mi nht cho

hng xe ca mnh v bn bao gm cc t kha nh xe hi tit kim nhin liu v xe

hi in 2013. Chng ti s dng nhm mc tiu theo ng cnh xc nh v t v

tr qung co ca bn trn cc trang ca Mng hin th i snh vi nhng t kha

.

Qung co ca bn cng c th xut hin trn cc trang m khng nht thit v xe

hi nhng c xem bi nhng ngi gn y xem cc trang v xe hi. V d: ai

c th bt u phin duyt ca h bng cch nghin cu mua xe hi v sau

chuyn sang c tin tc. Chng ti c th hin th qung co ca bn trn trang web

tin tc m h ang xem, mc d bn thn trang khng phi v xe hi.

Mo ca chuyn gia

i khi, qung co ca bn c th hin th trn cc v tr dng nh khng c lin

quan n t kha m bn ang nhm mc tiu. Trong nhng trng hp nh vy, c

th qung co ca bn ang c hin th cho ai da trn lch s duyt gn y

hay cc yu t khc, thay v ni dung ca trang h hin ang xem. V vy, qung co

ca bn vn lin quan ti ngi ang xem qung co.

xem chi tit v v tr t ng xem liu chng c lin quan v ng cnh vi t kha

bn chn hay lin quan n ni dung trang m mt ngi duyt gn y, hy th

phn on v tr t ng ca bn bng Ch nhm mc tiu t tab V tr. Phn

on i snh ng cnh t kha c ngha l v tr c lin quan v ng cnh vi t

kha ca bn. Phn on i snh t kha m rng c ngha l v tr c lin quan

vi t kha v cc yu t khc, k c trang m ngi xem qung co ca bn

duyt gn y.

Theo ch

Khi ch ca bn i snh vi ch trng tm ca trang web, qung co ca bn c

iu kin xut hin trn trang web . Liu thc t qung co ca bn c hin th

, c xc nh bng mt s yu t nh nhm mc tiu theo ngn ng v v tr ca

bn.

V d:

Hy tng tng mt ln na l bn mun hin th qung co v xe hi in bn.

Bn c th thm ch ph T ng & xe > Mua sm xe > Thng s k thut ca xe,

xem xt & so snh vo nhm qung co ca mnh. Vic ny s gip bn nhm mc

tiu tt c cc trang trn Mng hin th lin quan n vic xem xt v so snh xe hi

bt k t kha chnh xc c xut hin trn trang hay khng.


https://support.google.com/partners/answer/answer.py?answer=99463https://support.google.com/partners/answer/answer.py?answer=99463http://biquyethoctap.com/google-adword-3-ngay

26

2. Qun l ti khon

iu hng ti khon AdWords ca bn

Thay i ci t ti khon ca bn

Thit lp n v tin t v mi gi

Thay i thng tin ng nhp AdWords ca bn

Hiu cnh bo v thng bo

T chc ti khon ca bn thnh cng

2.1. iu hng ti khon AdWords ca bn

Nu bn mi s dng AdWords, chng ti mun m bo bn cm thy thoi mi khi trong

phm vi ti khon ca mnh. Hy dnh vi pht khm ph su tab chnh: Trang ch, Chin

dch, C hi, Cng c v phn tch, Thanh ton v Ti khon ca ti.

1. Trang ch: Tab ny cha trang Xem nhanh ti khon, bn tm tt thng tin quan trng

ca ti khon rt d c.

2. Chin dch: y l ni bn s dnh hu ht thi gian khi bn qun l ti khon AdWords

ca mnh. Bn c th to v chnh sa chin dch, qung co, t kha v ci t chin dch.

Trong biu tm lc hiu sut u trang, bn s thy tng quan v cch chin dch

ca mnh ang hot ng. Bn cng c th ti xung cc bng cha s liu hiu sut ca

mnh di dng bo co.

3. C hi: Tm cc tng t kha, gi thu v ngn sch c th gip ci thin hiu sut

chin dch ca bn.

4. Cng c v phn tch: Tm cc cng c ti khon s gip bn qun l v ci thin ti khon

ca mnh. S dng cc cng c bo co nng cao pht hin cc vn tim n v khc

phc trc khi chng tr thnh vn thc s.

5. Thanh ton: Nhp v thay i chi tit thanh ton, xem ton b lch s thanh ton ca bn,

cng nh in ha n.

6. Ti khon ca ti: Kim sot thng tin c nhn ca bn, chng hn nh thng tin ng

nhp v ty chn ngi dng. Nu bn chn, bn c th s dng tab ny mi bn b

hoc ng nghip qun l ti khon AdWords ca mnh.

2.2. Thay i ci t ti khon ca bn

Bn c th thc hin cc thay i cho ti khon AdWords ca mnh, chng hn nh xem ti

khon AdWords bng ngn ng khc hoc xem s nh dng khc. C th thay i mi gi ti

khon mt ln trong ton b thi hn ca ti khon. Nu bn cn chnh sa la chn mi gi,

vui lng lin h vi chng ti yu cu thay i. Tuy nhin, mt iu khng th thay i c

trong ti khon AdWords ca bn l n v tin t.


https://support.google.com/partners/answer/1704378?hl=vi&ref_topic=2799682https://support.google.com/partners/answer/1704334?hl=vi&ref_topic=2799682https://support.google.com/partners/answer/1704358?hl=vi&ref_topic=2799682https://support.google.com/partners/answer/1704356?hl=vi&ref_topic=2799682https://support.google.com/partners/answer/1704338?hl=vi&ref_topic=2799682https://support.google.com/partners/answer/2375470?hl=vi&ref_topic=2799682https://support.google.com/adwords/answer/1704422https://support.google.com/adwords/answer/1704365https://support.google.com/adwords/answer/1704390https://support.google.com/adwords/answer/1722070https://support.google.com/adwords/answer/3205703https://support.google.com/adwords/answer/1722032https://support.google.com/adwords/contact/timezone_changehttp://biquyethoctap.com/google-adword-3-ngay

27

Bn cng c th thay i ci t -- chng hn nh ngn ng, quc gia v m zip -- cho tt c cc

sn phm Google ca bn. Tuy nhin, bt k cc thay i bn thc hin, nhng ci t ny

khng thay i cch mi ngi nhn thy qung co ca bn.

Thc hin thay i ch AdWords

thay i ngn ng hoc nh dng s -- chng hn nh cch ngy hoc n v tin t xut

hin -- trong ti khon AdWords ca bn:

1. ng nhp vo ti khon AdWords ca bn ti https://adwords.google.com.vn.

2. T tab Ti khon ca ti, chn Ty chn.

3. Bn cnh "Ty chn ngn ng v s", nhp vo Ch nh sa.

4. Chn ngn ng m bn mun xem ti khon AdWords v nh dng bn mun cho thi

gian, ngy v s ca ti khon ca mnh.

5. Nhp vo Lu thay i.

Thc hin thay i cho tt c cc sn phm Google ca bn

thay i tn ring, bit hiu, quc gia hoc mi gi cho tt c cc sn phm Google ca bn:

1. ng nhp vo Ti khon Google ca bn ti https://accounts.google.com.vn.

2. Bn cnh "Email", hy nhp vo Ch nh sa.

3. Thay i bit hiu, m zip, quc gia v mi gi nh bn mun. La chn mc nh cho mi

gi c da trn la chn quc gia ca bn -- nu bn khng thy mi gi mnh mun,

hy nhp vo hp bn cnh "Hin th tt c mi gi".

4. Nhp vo Lu.

thay i ci t bo mt ca bn:

1. ng nhp vo Ti khon Google ca bn ti https://accounts.google.com.vn.

2. Trong trnh n iu hng, hy chn Tiu s v bo mt.

3. thay i nhng ci t ring t ny, hy nhp vo nt bn cnh sn phm c ci t

bn mun thay i. xem v chnh sa ci t ring t cho nhiu sn phm hn na,

hy nhp vo ng nhp vo Trang tng quan gn cui trang.

2.3. Thit lp n v tin t v mi gi

Khi bn to ti khon ca mnh, bn s c yu cu chn c loi tin t v mi gi. Bn ch c

th thay i n v tin t ca mnh mt ln, do , hy chn cc ci t ny cn thn. Chng

c s dng xc nh cch bn c lp ha n.

Chn n v tin t ca bn

Bn nn chn n v tin t m bn mun s dng thanh ton chi ph qung co ca mnh.

Lu


http://adwords.google.com.vn/select/https://accounts.google.com.vn/https://accounts.google.com.vn/http://biquyethoctap.com/google-adword-3-ngay

28

Ty chn n v tin t ca bn c th thay i ty thuc vo quc gia m bn ng k ti

khon ca mnh. Ch c th s dng cc n v tin t nht nh mt s quc gia. V d:

Nga ch c th thanh ton bng RUB, cc n v tin t khc chng hn nh USD hoc EUR.

Ngoi ra, la chn n v tin t ca bn c th nh hng n cc la chn thanh ton ha

n, chng hn nh phng thc thanh ton m bn c th s dng thanh ton s d ca

mnh. Nu mun thanh ton bng mt n v tin t khc, bn phi to ti khon AdWords mi

v chn n v tin t mong mun ti thi im to ti khon.

Chn mi gi cho ti khon ca bn

Tt c cc bo co, thng k v ha n thanh ton u chu nh hng ca mi gi bn chn.

V d: cc ci t nh ngn sch hng ngy ca bn chy trn lch trnh 24 gi. Vi hn 200 mi

gi chn, ti khon AdWords c th c t cho hu ht cc mi gi chun trn th gii.

Chng ti khuyn bn nn chn mi gi a phng ca mnh chu k ngn sch ca bn kt

thc khi ht ngy.

Tt c mi gi phi gia tng theo n v l mt gi hoc na gi so vi gi GMT. Nu mi gi a

phng bn l mt trong s t mi gi b 15 pht theo gi GMT, h thng AdWords khng th

h tr mi gi ca bn. Vui lng chn mi gi khc cho ti khon ca bn.

Hy nh rng la chn mi gi ch nh hng n vic qun tr ti khon ca bn. La chn ca

bn khng nh hng n v tr qung co ca bn c th hin th.

C th thay i mi gi ti khon mt ln trong ton b thi hn ca ti khon. Nu bn cn

phi chnh sa la chn mi gi ca mnh, vui lng lin h vi chng ti yu cu thay i.

2.4. Thay i thng tin ng nhp AdWords ca bn

Bn c th thay i thng tin m mnh s dng ng nhp vo ti khon AdWords bng mt

s cch. Phng php bn chn s nh hng n cch bn ng nhp vo cc sn phm khc

ca Google.

Nu bn ang gp s c khi ng nhp vo ti khon, bn cng c th th trnh g ri ng

nhp ca chng ti.

Thay i mt khu

Thay i mt khu ca bn cho AdWords cng s thay i mt khu bn s dng ng nhp

vo tt c cc sn phm ca Google.

thay i mt khu ca bn:

1. ng nhp vo Ti khon Google bng a ch email AdWords

ti https://accounts.google.com.vn.


https://adwords.google.com/select/AfpoFinderhttps://adwords.google.com/select/AfpoFinderhttps://support.google.com/adwords/contact/timezone_change?hl=vihttps://support.google.com/adwords/troubleshooter/2364595https://support.google.com/adwords/troubleshooter/2364595https://accounts.google.com.vn/http://biquyethoctap.com/google-adword-3-ngay

29

2. Nhp vo Chnh sa bn cnh " a ch email chnh".

3. Nhp mt khu hin ti ca bn v mt khu mi m bn mun s dng. Chng ti

khuyn bn nn s dng mt khu mnh.

Cc cch thay i a ch email hoc tn ngi dng ca bn

Thay i a ch email ca bn cho AdWords cng s thay i a ch email bn s dng ng

nhp vo tt c cc sn phm ca Google. Do , bn nn xem xt vic n gin ch thm a

ch email vo ti khon ca mnh hay lin kt Ti khon khc ca Google vi ti khon

AdWords ca mnh, gip bn c linh hot hn.

Di y l cc ty chn ca bn thay i thng tin ng nhp:

1. Thay i a ch email trn ti khon ca bn

iu ny s thay i a ch email bn s dng ng nhp vo tt c cc sn phm ca

Google v khng c sn cho ngi dng Gmail.

2. Thm a ch email thay th vo ti khon ca bn

iu ny s cho php bn s dng nhiu a ch email ng nhp vo tt c cc sn phm

ca Google.

3. Cho php a ch email khc truy cp ti khon AdWords ca bn

iu ny s cho php hai ti khon ring ng nhp, xem v chnh sa ti khon AdWords

ca bn.

Thay i a ch email trn ti khon ca bn

Nu bn khng s dng Gmail, bn c th thay i a ch email cho ti khon ca

mnh. Thay i ny s nh hng ti tt c cc sn phm ca Google bn s dng, bi

vy cc sn phm khc ca Google c th gi email ti a ch email ny v bn s phi

ng nhp vo tt c cc sn phm bng a ch email ny.

thay i a ch email trn ti khon ca bn:

1. ng nhp vo ti khon AdWords ca bn ti https://accounts.google.com.vn.

2. Trong phn "Bo mt", nhp vo Thay i email.

3. Nhp a ch email mi v mt khu hin ti ca bn.

4. Nhp vo Lu.

Khi bn lu thay i, bn s nhn c mt th xc minh ti a ch email bn va

nhp. hon tt cc thay i, bn cn nhp vo lin kt xc minh trong th ny. Bn

cng s nhn c th ti a ch email c ca bn xc nhn rng bn khng cn s

dng email ny ng nhp na.

Thm a ch email thay th

Bn c th thm mt a ch email khng phi l a ch email chnh trn mt Ti khon

khc ca Google hoc ti khon Gmail. Cc a ch email thay th hot ng gn ging


http://www.google.com/support/accounts/bin/answer.py?hl=vi&answer=98564https://support.google.com/partners/answer/answer.py?answer=17779http://accounts.google.com.vn/http://biquyethoctap.com/google-adword-3-ngay

30

nh a ch email chnh ca bn -- bn c th s dng a ch email thay th ng

nhp v nhn thng bo, ngoi cc a ch khc.

thm a ch email thay th vo Ti khon Google ca bn:

1. ng nhp vo ti khon AdWords ca bn ti https://accounts.google.com.vn.

2. Nhp vo Ch nh sa bn cnh " a ch email".

3. Thm a ch email thay th ca bn vo hp bn cnh "Thm a ch email b

sung".

4. Nhp vo Lu.

Cp quyn truy cp vo ti khon AdWords ca bn

Nu bn khng mun thay i a ch email trn ti khon ca mnh, bn c th cho

php Ti khon khc ca Google quyn truy cp vo ti khon AdWords ca bn. Ti

khon c quyn truy cp s kh nng khc chnh sa hoc xem ti khon ca bn ty

thuc vo cp quyn m bn cung cp cho ti khon.

2.5. Hiu cnh bo v thng bo

i khi AdWords c thng tin chng ti mun bn xem ngay lp tc. Nhng thng bo ny

thng phc v mt trong ba mc ch sau:

cnh bo bn v vn tim n vi vic phn phi qung co hoc thit lp chin dch

thng bo tnh nng hoc cp nht mi ca AdWords

xut c hi gip ci thin hiu sut chin dch ca bn

Chng ti s hin th cho bn nhng thng bo ny ngay trong ti khon AdWords ca bn ch

ti mt ni. Bn cng c th t ty chn nhn chng qua email.

V d v thng bo

Cnh bo quan trng v ti khon ca bn c ch nh bng hnh tam gic mu . Nhng

thng bo ny nhm mc ch gip gi cho ti khon ca bn hot ng bng cch cnh bo

bn v nhng vn quan trng nh khi qung co ca bn khng chy v mt s l do hoc

khi thng tin thanh ton ca bn cn c cp nht.

Thng bo v tnh nng hoc cp nht h thng mi ca AdWords c biu th bng biu

tng thng tin mu xanh. V d: Nhng thng bo ny c th cho bn bit v bo co mi c

sn gip bn theo di hiu sut theo cch khc hoc cng c mi c th gip bn chn t

kha tt hn.

C hi ci thin hiu sut ti khon c biu th bng bng n mu vng. Nhng xut

ny c iu chnh c th cho ti khon ca bn v thng t vn hnh ng m bn c th

thc hin nh thm t kha hoc ty chn nhm mc tiu c th gip bn tip cn nhiu khch

hng hn.


http://accounts.google.com.vn/http://biquyethoctap.com/google-adword-3-ngay

31

Xem thng bo trong ti khon AdWords ca bn

Cnh bo quan trng nht nh nhng cnh bo thng bo cho bn rng khng c qung co

no ang chy, hin th trong thanh mu trn u mn hnh ti khon ca bn.

Thng bo quan trng nhng khng cp bch c hin th trong thanh xem trc gn u

mn hnh ca bn. xem tt c thng bo, hy nhp vo Xem tt c trong thanh xem trc

ny to trnh n th xung lit k tt c cc thng bo ca bn. Bn c th nhp vo ty

chn nh Xem v Khc phc n trang cn x l vn hoc nhp vo Tm hiu thm

c v vn trong Trung tm tr gip AdWords.

Nu bn ch c thng bo u tin thp hn ang ch xem, s khng c thanh xem trc nhng

bn s thy du chm than bn cnh biu tng chung gn u mn hnh. Nhp vo du

chm than xem thng bo.

hn thng bo qua email

Bn c th iu chnh ty chn ti khon nhn mt s thng bo bng email. Bn s lun

nhn c cc thng bo cnh bo quan trng nh vn thanh ton v qung co b t chi

bng email, nhng bn cng c th t ty chn email nhn cc loi thng bo khc qua

email.

1. ng nhp vo ti khon AdWords ca bn ti https://adwords.google.com.vn.

2. T tab Ti khon ca ti, hy chn Ci t thng bo.

3. Trong ct "Email", hy nhp vo mi tn to trnh n th xung cho php bn chn

loi thng bo bn mun nhn qua email. (Thng bo qua email c gi n a ch

email trn ti khon AdWords).

2.6. T chc ti khon ca bn thnh cng

T chc ti khon tt gip bn nhanh chng thc hin thay i, nhm mc tiu qung co hiu

qu v cui cng l t c nhiu mc tiu qung co. Bng cch to cc chin dch c cu

trc tt theo ch hoc sn phm, bn s nhn c nhiu hn ch vi mt ti khon d qun

l v c t chc: bn cng s c cc tp hp qung co v t kha c lin quan trc tip vi

nhau, gip ci thin im cht lng ca bn. Vi im cht lng cao hn, bn c th nhn

c nhiu gi tr nht cho ng tin ca mnh.

Ti khon c cu trc tt bao gm cc chin dch ring bit cho tng dng sn phm, ch

chung hoc cc loi dch v m bn cung cp. Ln lt, tng chin dch trong s cc chin dch

bao gm cc nhm qung co c ch cht ch tp trung vo mt sn phm, dch v hoc

ch c th. V mi nhm qung co phi cha danh sch t kha c th c lin quan trc

tip n vn bn qung co c kt hp.

Vi ti khon c cu trc tt, bn c th:


http://adwords.google.com.vn/select/https://support.google.com/adwords/answer/140351http://biquyethoctap.com/google-adword-3-ngay

32

Xc nh qung co no ang to chuyn i ti u (nh bn hng hoc khch hng tim

nng) v lu lng truy cp.

D dng theo di thay i.

C quyn kim sot ngn sch v chi ph tt hn.

Nhanh chng tm t kha c th.

D dng qun l v chnh sa chin dch ca bn.

Ba mo hng u cu trc ti khon ca bn

Quy tc ngn tay ci hay to cu trc chin dch hiu qu l phn nh cu trc trang web ca

bn. Bng cch to chin dch v nhm qung co xung quanh ch hoc sn phm c th,

bn c th to danh sch t kha c lin quan trc tip n vn bn qung co tng ng v

qung co lin kt trc tip n trang ca sn phm trong trang web ca mnh.

V d: trang web ca ca hng ni tht c kh nng c cc phn khc nhau cho tng loi sn

phm, nh ni tht phng ng v ni tht phng n. Trang web cng c th c cc phn hoc

trang ring cho mi sn phm c th, nh mt chic ging hoc kiu bn nht nh.

Di y l v d v cu trc ti khon tt:

Ti khon

Ca hng ni tht

Chin dch Chin dch

Bn Phng ng

hm qung

co hm qung co hm qung co

hm qung

co

Bn c ph Bn u ging Ging sofa Ging ngoi c

Bn c th thay i nh dng ny cho ph hp vi doanh nghip v phm vi qung co ca

mnh. V d: nu bn bn nhiu loi ging, bn c th c chin dch "Ging" vi cc ch

nhm qung co nh "Ging tng", "Ging kch c ln" v "Ging sofa". Hoc, nu bn ch

bn mt sn phm hoc dch v, bn c th to cu trc chin dch n gin xung quanh sn

phm . V d: nu bn ch bn n, bn c th to mt s nhm qung co da trn ch

m t nh "n dng chui" v "n hin i".



33

Nu doanh nghip ca bn phn pht mt s khu vc, bn c th to chin dch ring cho tng

v tr. V d: nu bn c mt ca hng Php v mt ca hng , hy thit lp hai chin dch

ring bit, mi chin dch nhm mc tiu vo mt trong cc v tr ny. Mi chin dch phi c

dch sang ngn ng a phng v phi nhn mnh rng dch v hoc sn phm ca bn c sn

quc gia .

V d

Cc chin dch c cp trn nhm mc tiu n v Php phi c qung co bng

ting v ting Php, tng ng.

Cc doanh nghip a phng, chng hn nh ca hng ni tht, nh pht trin bt ng

sn hoc i l xe hi c th to chin dch cho tng vng v trong mi chin dch, to mt

nhm qung co khc nhau cho mi thnh ph hoc khu th m chin dch bao ph.

Nu bn ang chy qung co mt thnh ph c th, bn c th to mt chin dch ch

nhm mc tiu n thnh ph .

Mo

Nu bn ch d nh thay i t gi thu cho mt vng, bn cng c th lm iu trong

cng mt chin dch s dng chin dch nng cao. Tm hiu thm v chin dch nng cao.

AdWords Editor l ng dng min ph ca Google qun l chin dch qung co AdWords ca

bn. Bn c th s dng AdWords Editor thc hin cc thay i cho ti khon ca mnh mt

cch nhanh chng v thun tin, cho d bn ang chnh sa mt t kha hay ang thm hng

trm qung co vn bn.

Trong s cc li ch khc, bn c th:

Ti xung AdWords Editor gip ti u ha chin dch AdWords ca bn.

1. T chc chin dch phn nh trang web ca bn

o Ti khon cha tt c mi th lin quan n ca hng ni tht.

o Chin dch c t chc xung quanh khu vc sn phm rng (danh mc ni tht

nh khch hng c th nhm chng).

o Mi chin dch cha mt s nhm qung co tp trung vo mt sn phm c th

(nh bn v ging).

2. To cc chin dch ring qung co nhiu vng

3. S dng AdWords Editor qun l cc chin dch ca bn

o Thm, chnh sa v xa cc chin dch, nhm qung co, qung co, t kha v v tr.

o Thc hin nhanh chng cc thay i trong phm vi ln.

o Thc hin cc tm kim v chnh sa nng cao.

o Sp xp v xem cc thng k hiu sut.

o Sao chp hoc di chuyn cc mc gia cc chin dch, nhm qung co v ti khon.

o Xut nh chp nhanh ca ti khon lu tr hoc chia s.


http://support.google.com/adwords/bin/answer.py?answer=2909484&hl=vihttp://www.google.com/intl/vi/adwordseditor/http://biquyethoctap.com/google-adword-3-ngay

34

3. Qun l chin dch v nhm qung co

To v qun l chin dch ca bn

T chc cc chin dch v qung co trong ti khon ca bn

To chin dch qung co ca bn

Chn loi chin dch ph hp vi bn

Chn ci t v tr v ngn ng ca bn

Chn gi thu v ngn sch

Chn cch phn phi qung co

Hiu trng thi chin dch ca bn

To v qun l nhiu chin dch

To v qun l nhm qung co ca bn

t gi thu mc nh ca nhm qung co ca bn

To nhm qung co mi

Cch nhm qung co hot ng

Hiu trng thi nhm qung co ca bn

3.1. T chc cc chin dch v qung co trong ti khon ca bn

Gi y khi bn lm ch qung co u tin ca mnh, bn ang tng bc to nhiu qung

co hn na, ng khng? Trc khi bn thc hin, iu quan trng l phi bit thit k ba lp

ca AdWords. Hiu mi quan h gia cc lp ny ca ti khon s gip bn t chc qung co,

t kha v nhm qung co thnh cc chin dch hiu qu nhm mc tiu ng i tng.

Cch AdWords c t chc

AdWords c t chc thnh ba lp: ti khon, chin dch v nhm qung co.

1. Ti khon ca bn c lin kt vi mt a ch email, mt khu v thng tin thanh ton

duy nht.

2. Chin dch qung co ca bn c ngn sch v ci t ring xc nh ni cc qung co

ca bn xut hin.

3. hm qung co ca bn c cha mt lot cc qung co tng t cng nh t v cm

t, c gi l t kha, m bn mun kch hot hin th qung co ca mnh.


https://support.google.com/partners/answer/1704396?hl=vi&ref_topic=2799735https://support.google.com/partners/answer/1704395?hl=vi&ref_topic=2799735https://support.google.com/partners/answer/2567043?hl=vi&ref_topic=2799735https://support.google.com/partners/answer/1722072?hl=vi&ref_topic=2799735https://support.google.com/partners/answer/2375454?hl=vi&ref_topic=2799735https://support.google.com/partners/answer/2404248?hl=vi&ref_topic=2799735https://support.google.com/partners/answer/1722131?hl=vi&ref_topic=2799735https://support.google.com/partners/answer/1722093?hl=vi&ref_topic=2799735https://support.google.com/partners/answer/2375408?hl=vi&ref_topic=2799760https://support.google.com/partners/answer/2375452?hl=vi&ref_topic=2799760https://support.google.com/partners/answer/2375404?hl=vi&ref_topic=2799760https://support.google.com/partners/answer/2375403?hl=vi&ref_topic=2799760http://support.google.com/adwords/bin/answer.py?answer=6300/?hl=vihttp://biquyethoctap.com/google-adword-3-ngay

35

Ti khon

Email v mt khu duy nht

Thng tin thanh ton

Chin dch Chin dch

Ngn sch

Ci t

Ngn sch

Ci t

hm qung co hm qung co hm qung co hm qung

co

Qung co

T kha

Qung co

T kha

Qung co

T kha

Qung co

T kha

L do bn nn t chc qung co ca mnh thnh cc nhm qung co v chin dch

Khi mi ngi tm kim trc tuyn v h nhp t hoc cm t, h ang tm kim thng tin lin

quan cht ch n nhng t . V d: nu Eric nhp my nh k thut s v thy qung co cho

cun phim, c kh nng anh s khng nhp vo qung co .

hin th qung co c lin quan n tm kim ca nhng ngi m bn ang c gng tip

cn, hy gn qung co c lin quan cng vi t kha c lin quan vo nhm qung co. Bng

cch , tt c qung co c lin quan ca bn c th c hin th cho khch hng ang tm

kim nhng iu tng t.

Mt tp hp cc nhm qung co to thnh mt chin dch. Chin dch l kim sot chnh cho

cc nhm qung co ca bn, ni bn c th chn:

Bn mun chi tiu bao nhiu cho nhp chut hoc chuyn i t qung co ca mnh

Mng v v tr a l ni bn mun qung co ca mnh hin th

Cc ci t cp cao nht khc nh hng n cc cm nhm qung co

V d:

Gi s bn s hu mt ca hng in t trc tuyn v bn to ti khon AdWords c th

bt u qung co cc sn phm m bn bn. cp ti khon, bn c th chn ngi khc

m bn mun c quyn truy cp vo ti khon AdWords v phng thc thanh ton c

u tin ca bn. Lp trn cng ca ti khon ca bn c th ging nh sau:



36

Ti khon

Ca hng in t trc tuyn

Bn quyt nh bn mun qung co khong khng qung co tivi v my nh, v vy,

bn to chin dch ring l cho tng mt hng. Vic tch ti khon ca bn thnh hai chin

dch m bo rng bn c th dnh t nht mt na ngn sch qung co trc tuyn ca

mnh cho mi khu vc sn phm.

Chin dch Chin dch

Tivi My nh

Bng vic tp trung vo chin dch my nh, bn c th to nhiu nhm qung co khc

nhau cho cc loi my nh khc nhau, nh my nh k thut s v my nh nh gn.

i vi chin dch tivi, bn c th to mt nhm qung co cho tng loi tivi bn bn, chng

hn nh Tivi mn hnh phng hay Tivi plasma.

hm qung co hm qung co hm qung co hm qung co

Tivi mn hnh phng Tivi plasma My nh k thut s My nh nh gn

Trong mt nhm qung co c th, bn mun chn t kha c lin quan cht ch n vn

bn qung co ca mnh. i vi nhm qung co my nh k thut s, bn c th th t

kha cho cc thng hiu, kiu v gi khc nhau dnh cho my nh k thut s m bn bn

(m bo bn tun th quy nh v nhn hiu ca chng ti).

Tp trung tt c li vi nhau, cu trc ti khon tng th ca bn c th ging nh sau:

Ti khon

Ca hng in t trc tuyn

Chin dch Chin dch


https://support.google.com/adwordspolicy/answer/6118http://biquyethoctap.com/google-adword-3-ngay

37

Ngn sch

Tivi

Ngn sch

My nh

hm qung co hm qung co hm qung co hm qung co

Tivi mn hnh phng Tivi plasma My nh k thut s My nh nh gn

Mo

Mt phng php ph bin t chc ti khon AdWords l t chc theo cch m trang

web ca bn c cu trc, vi mi nhm qung co trnh by mt trang hoc danh mc

khc nhau trn trang web ca bn.

Xem t chc ti khon ca bn trong nhy mt

Sau khi to chin dch u tin, bn s thy bng iu khin "Tt c chin dch trc tuyn" xut

hin pha bn tri trong tabChin dch ca ti khon AdWords. T bng iu khin ny, bn c

th thy ngay cch cc chin dch ca bn c t chc. Nhp vo mt trong cc chin dch v

bn cng s thy cc nhm qung co ca mnh. Cu trc th mc ny cng cho php bn

nhanh chng di chuyn xung quanh ti khon ca mnh.

Mo

Bt u t chc cc chin dch v nhm qung co ca bn khi bn to chng. Vic t chc

li ti khon sau khi bn to vi chin dch v nhm qung co lm mt tt c d liu c

gi tr bn tch ly, c th nh hng n cch qung co ca bn hot ng.

Nhiu ti khon c t chc tt nht bng cch to mt chin dch vi mt vi nhm

qung co, 2 hoc 3 qung co cng vi 10-35 t kha bn trong mi nhm qung co.

Gii hn ti khon AdWords

Sau y l cc gii hn cho ti khon AdWords (mc d hu ht nh qung co khng t n

cc gii hn ny):

10.000 chin dch (bao gm c chin dch ang hot ng v b tm dng)

20.000 nhm qung co cho mi chin dch

20.000 mc nhm mc tiu nhm qung co cho mi nhm qung co (chng hn nh t

kha, v tr, danh sch i tng v mc tiu sn phm)

300 qung co hin th hnh nh cho mi nhm qung co (bao gm c qung co hnh

nh)

50 qung co vn bn cho mi nhm qung co

4 triu qung co ang hot ng hoc b tm dng cho mi ti khon



38

5 triu mc nhm mc tiu nhm qung co cho mi ti khon (chng hn nh t kha, v

tr, danh sch i tng v mc tiu sn phm)

1 triu mc nhm mc tiu theo chin dch cho mi ti khon (chng hn nh nhm mc

tiu theo a l v t kha ph nh cp chin dch)

10.000 mc tiu v tr (c nhm mc tiu v b loi tr) cho mi chin dch, bao gm ti

a 500 mc tiu vng ln cn cho mi chin dch

20 danh sch v tr ph nh c chia s cho mi ti khon

65.000 v tr cho mi danh sch v tr ph nh

20 danh sch t kha ph nh c chia s cho mi ti khon*

5.000 t kha cho mi danh sch t kha ph nh*

100.000 tin ch m rng qung co c ang hot ng cho mi ti khon

1,3 triu tham chiu n tin ch m rng qung co c cho mi ti khon**

100.000 tin ch m rng qung co c nng cp ang hot ng cho mi ti khon

10.000 tham chiu nhm qung co n tin ch m rng qung co c nng cp trn

mi ti khon***

10.000 tham chiu chin dch n tin ch m rng qung co c nng cp cho mi ti

khon***

Nu nhm qung co ca bn gn t n gii hn t kha, chng ti s t thng bo

trong ti khon ca bn. Tm hiu thm v gii hn t kha v cch to danh sch t kha

hiu qu.

** V d: gi s bn c mt chin dch s dng tin ch m rng lin kt trang web c. Sau

, bn thm ba chin dch khc, mi chin dch chia s cng mt tin ch m rng lin kt

trang web c. By gi, ti khon ca bn c bn tham chiu n mt tin ch m rng

qung co c ang hot ng.

*** V d: gi s bn c mt chin dch s dng tin ch m rng lin kt trang web c

nng cp. Sau bn b sung thm mt chin dch v mt nhm qung co khc, mi loi

chia s cng tin ch m rng lin kt trang web c nng cp. By gi, ti khon ca bn

c 1 tin ch m rng qung co c nng cp ang hot ng, 2 tham chiu chin dch

n tin ch m rng qung co c nng cp v 1 tham chiu nhm qung co n tin

ch m rng c nng cp.

3.2. To chin dch qung co ca bn

Gip qung co ca bn tip cn ng ngi bng cch hiu khch hng, t ngn sch

v t chc chin dch.

Chn ng ci t chin dch gip bn t c mc tiu qung co ca mnh.

S dng nhng g bn tm hiu to chin dch.

Bt u tip cn khch hng bng cch to qung co v chn ng t kha.


http://support.google.com/adwords/bin/answer.py?hl=vi&answer=10316http://support.google.com/adwords/bin/answer.py?hl=vi&answer=10316http://biquyethoctap.com/google-adword-3-ngay

39

Vi AdWords, bn s s dng chin dch t chc thng ip v qung co m bn mun hin

th cho khch hng. Trc khi bn to chin dch u tin, c mt vi khi nim quan trng cn

nm c:

Hiu khch hng ca bn

t ngn sch

T chc chin dch ca bn

Hiu khch hng ca bn

Trc khi bn to chin dch qung co u tin, hy dnh thi gian to tiu s ca khch hng

trong u, nhng ngi m bn ang c gng tip cn. Xem xt s thch, thi quen v c im

ca khch hng c th gip bn chn ci t ng cho chin dch ca mnh. Di y l mt s

yu t quan trng cn xem xt v s thch v hnh vi ca khch hng ca bn:

T v cm t h s dng tm kim trc tuyn: Nu bn iu hnh mt ca hng

ni tht, hy ngh v nhng t kha m khch hng tim nng c th s dng tm kim

ni tht. H s s dng cc cm t tm kim chung chung nh ni tht hay ca

hng ni tht? C nhiu kh nng khch hng s s dng cc cm t c th hn da

trn nhng g h ang tm kim, chng hn nh mua gh sofa ghp hoc gh phng n.

Loi trang web h truy cp: Ngh v nhng loi trang web m khch hng c th quan

tm. Nhng ngi tm kim ni tht cng s truy cp vo cc trang web sa sang nh

ca, trang web c lin quan n thit k ni tht hay trang web c thit k ring cho cc

ng b b m mi c con? Xem xt loi ni dung web no tht ph hp vi qung co

ni tht ca bn.

V tr a l: Ngh v ni khch hng tim nng . Nu bn ch phn phi ni tht cho

cc khch hng thnh ph, th bn nn gii hn nhm mc tiu ca chin dch n thnh

ph ca bn. iu ny gip m bo rng bn ch phi tr cho cc nhp chut ln qung

co t nhng ngi sng khu vc bn phn phi v c th mua n