Google Adwords Advance - Google Adwords Nâng Cao

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    16-Apr-2017

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  • 1

    n Tp Bi Thi: Tm kim nng cao

    Bi kim tra tm kim nng cao bao gm cc phng php hay nht t trung cp n nng cao

    qun l Chin dch AdWords.

    Ni dung n tp

    1. Xem li cc nguyn tc c bn v tm kim

    2. nh dng qung co

    3. Cht lng qung co & trang web

    4. Cng c ca AdWords

    5. Theo di hiu sut v bo co

    6. Ti u ha hiu sut

    7. Hiu sut, li nhun v tng trng

    8. AdWords API

    https://support.google.com/partners/topic/2795210?hl=vi&ref_topic=2792638https://support.google.com/partners/topic/2795211?hl=vi&ref_topic=2792638https://support.google.com/partners/topic/2795275?hl=vi&ref_topic=2792638https://support.google.com/partners/topic/2795214?hl=vi&ref_topic=2792638https://support.google.com/partners/topic/2795215?hl=vi&ref_topic=2792638https://support.google.com/partners/topic/2795276?hl=vi&ref_topic=2792638https://support.google.com/partners/topic/2795277?hl=vi&ref_topic=2792638https://support.google.com/partners/topic/2795216?hl=vi&ref_topic=2792638

  • 2

    1. Xem li cc nguyn tc c bn v tm kim

    Xem li cc nguyn tc c bn v tm kim

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

    S dng ty chn i snh t kha

    S dng i snh r ng

    S dng c ng c sa i i snh r ng

    Hiu sut ti khon, chin dch v nhm qung co

    Hiu v tr qung co v Xp hng qung co

    Gi mi nhp chu t (CPC) thc t

    1.1. Xem li cc nguyn tc c bn v tm kim

    Cho mng bn n vi Trung tm kin thc kim tra v qung co tm kim nng cao.

    Phn ln ti liu c cp trong bi kim tra ny l duy nht so vi ti liu c cp trong

    Bi kim tra cc nguyn tc c bn. Tuy nhin, bi kim tra Tm kim nng cao cng xem xt m t

    s khi nim ca Cc nguyn tc c bn.

    Bn nn xem xt Cc nguyn tc c bn c cp trong phn ny khi nghin cu bi kim tra

    v Qung co tm kim nng cao. Chc bn may mn!

    1.2. 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 kh ng? 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 m t a ch email, mt khu v thng tin thanh ton

    duy nht.

    https://support.google.com/partners/answer/2796174?hl=vi&ref_topic=2795210https://support.google.com/partners/answer/1704396?hl=vi&ref_topic=2795210https://support.google.com/partners/answer/2497836?hl=vi&ref_topic=2795210https://support.google.com/partners/answer/2497828?hl=vi&ref_topic=2795210https://support.google.com/partners/answer/2497702?hl=vi&ref_topic=2795210https://support.google.com/partners/answer/2404036?hl=vi&ref_topic=2795210https://support.google.com/partners/answer/1722122?hl=vi&ref_topic=2795210https://support.google.com/partners/answer/6297?hl=vi&ref_topic=2795210

  • 3

    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. h m ung co ca bn c cha m t lot cc qung co tng t cng nh t v cm

    t, c gi l t kh , m bn mun kch hot hin th qung co ca mnh.

    i khon

    Email v mt khu duy nht

    Thng tin thanh ton

    Chin dch Chin dch

    Ngn sch

    Ci t

    Ngn sch

    Ci t

    h m ung co h m ung co h m ung co h m ung

    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 th ng tin lin

    quan cht ch n nhng t . V d: nu Eric nhp my nh k thut s v thy qung co cho

    cu n phim, c kh nng anh s kh ng 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 ung 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.

    M t tp hp cc nhm qung co to thnh m t 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 chu t 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

    http://support.google.com/adwords/bin/answer.py?answer=6300/?hl=vi

  • 4

    V d:

    Gi s bn s hu m t 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:

    i khon

    Ca hng in t trc tuyn

    Bn quyt nh bn mun qung co khong kh ng 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 m t 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 m t nhm qung co cho tng loi tivi bn bn, chng

    hn nh Tivi mn hnh phng hay Tivi plasma.

    h m ung co h m ung co h m ung co Nhm ung co

    Tivi mn hnh phng Tivi plasma My nh k thut s My nh nh gn

    Trong m t 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 t i).

    Tp trung tt c li vi nhau, cu trc ti khon tng th ca bn c th ging nh sau:

    i khon

    https://support.google.com/adwordspolicy/answer/6118

  • 5

    Ca hng in t trc tuyn

    Chin dch Chin dch

    Ngn sch

    Tivi

    Ngn sch

    My nh

    h m ung co h m ung co h m ung co h m ung co

    Tivi mn hnh phng Tivi plasma My nh k thut s My nh nh gn

    o

    M t 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 m t 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 m t 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.

    M o

    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 m t chin dch vi m t 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 kh ng 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

  • 6

    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

    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 r ng qung co c ang hot ng cho mi ti khon

    1,3 triu tham chiu n tin ch m r ng qung co c cho mi ti khon**

    100.000 tin ch m r ng qung co c nng cp ang hot ng cho mi ti khon

    10.000 tham chiu nhm qung co n tin ch m r ng qung co c nng cp trn

    mi ti khon***

    10.000 tham chiu chin dch n tin ch m r ng 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 m t chin dch s dng tin ch m r ng lin kt trang web c. Sau

    , bn thm ba chin dch khc, mi chin dch chia s cng m t tin ch m r ng lin kt

    trang web c. By gi, ti khon ca bn c bn tham chiu n m t tin ch m r ng

    qung co c ang hot ng.

    *** V d: gi s bn c m t chin dch s dng tin ch m r ng lin kt trang web c

    nng cp. Sau bn b sung thm m t chin dch v m t nhm qung co khc, mi loi

    chia s cng tin ch m r ng lin kt trang web c nng cp. By gi, ti khon ca bn

    c 1 tin ch m r ng qung co c nng cp ang hot ng, 2 tham chiu chin dch

    n tin ch m r ng qung co c nng cp v 1 tham chiu nhm qung co n tin

    ch m r ng c nng cp.

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=10316http://support.google.com/adwords/bin/answer.py?hl=vi&answer=10316

  • 7

    1.3. S dng ty chn i snh t kha

    S dng ty chn i snh cng vi t kha gip kim sot nhng tm kim no c th

    kch hot qung co ca bn.

    Khi chn loi i snh ph hp cho t kha, chng t i thng khuyn nn bt u bng i

    snh r ng ti a ha tim nng hin th qung co ca bn trn tm kim c lin quan.

    S dng bo co cm t tm kim theo di xem bin th t kha no kch hot qung

    co ca bn.

    Loi i snh t kha gip kim sot nhng tm kim no c th kch hot qung co ca bn. V

    d: bn c th s dng i snh r ng hin th qung co ca bn cho i tng r ng hoc

    bn c th s dng i snh chnh xc tp trung vo nhng nhm khch hng c th.

    Nhn chung, ty chn i snh t kha cng r ng, tim nng lu lng truy cp qung co c

    cng nhiu. Ngc li, ty chn i snh t kha cng hp, t kha s cng c lin quan n tm

    kim ca ngi dng. Hiu nhng khc bit ny c th gip bn trong vic chn ty chn i

    snh t kha ph hp v c th gip bn ci thin li tc u t.

    Gii thiu cc loi i snh t kha

    Mi loi i snh, c ch nh bng m t biu tng c bit, s kch hot qung co ca bn

    hin th cho tm kim ca khch hng theo nhng cch khc nhau.

    Biu bn di ng vai tr nh li gii thiu v cc loi i snh khc nhau, theo th t t

    r ng n hp. Chng t i s cung cp nhiu th ng tin hn v mi ty chn trong cc phn bn

    di.

    Loi i

    snh

    Biu

    tng

    c bit

    T kha

    mu

    Qung co c th hin th

    trn cc tm kim Tm kim mu

    i snh

    rng

    khng c m dnh

    cho n

    bao gm li chnh t, t ng

    ngha, tm kim c lin quan v

    cc bin th c lin quan khc

    mua m qu b

    Cng c

    sa i

    i snh

    rng

    +t kha +m +dnh+

    cho +n

    cha cm t c sa i

    (hoc cc bin th gn ging,

    nhng kh ng ng ngha),

    theo th t bt k

    dnh cho m

    n

    i snh

    cm t

    "t kha" "m dnh

    cho n"

    l cm t v cc bin th gn

    ging ca cm t

    mua m dnh

    cho n

    https://support.google.com/adwords/answer/14090/?hl=vi

  • 8

    i snh

    chnh xc

    [t kha] [m dnh

    cho n]

    l cm t chnh xc v cc bin

    th gn ging ca cm t

    chnh xc

    m dnh cho n

    i snh

    ph nh

    -t kha -n l tm kim khng c cm t

    m bng chy

    Cch cc loi i snh t kh hot ng

    Di y l tng quan v mi loi i snh, theo th t t r ng n hp:

    i snh rng

    y l tu chn i snh mc nh. Vi i snh r ng, qung co ca bn c th hin th

    nu cm t tm kim cha cm t t kha ca bn theo bt k th t no v c th cng

    vi cc cm t khc. Qung co ca bn cng c th hin th cho cc bin th gn ging

    ca cc t kha ca bn.

    Kt hp vi mc nh i snh r ng l s la chn tuyt vi nu bn kh ng mun tn

    nhiu thi gian vo vic to danh sch t kha ca mnh v mun thu c khi lng

    lu lng truy cp qung co cao nht c th. Bn c th s dng i snh r ng vi t

    kha ph nh trnh lu lng truy cp kh ng lin quan cao.

    V d:

    T kha i snh rng Qung co c th hin th trn cc tm kim

    m dnh cho n m dnh cho n

    mua m qu b

    m li trai n

    m cho bn gi

    m dnh cho n

    Mua m dnh cho n

    Cng c s i i snh rng

    Bn c th thm c ng c sa i, du c ng trn bn phm (+), vo bt k cm t no l

    m t phn ca cm t t kha i snh r ng ca bn. Bng cch thm c ng c sa i,

    qung co ca bn ch c th hin th khi tm kim ca ai cha nhng cm t sa

    i hoc bin th gn ging ca cc cm t sa i, theo bt k th t no. C ng

    c sa i s kh ng hot ng vi i snh cm t hoc i snh chnh xc.

    Kh ng ging nh t kha i snh r ng, t kha i snh r ng sa i s kh ng hin

    th qung co ca bn cho cc t ng ngha hoc tm kim c lin quan. V l do ny,

    https://support.google.com/adwords/answer/105671/?hl=vihttps://support.google.com/adwords/answer/105671/?hl=vi

  • 9

    c ng c s thm cp kim sot b sung. S dng c ng c sa i i snh r ng l la

    chn tuyt vi nu bn mun tng mc lin quan ngay c khi iu ny c ngha l bn

    c th nhn t lu lng truy cp qung co hn i snh r ng.

    V d:

    Cng c sa i

    i snh rng

    Qung co c th hin th

    trn cc tm kim

    Qung co s khng hin th

    trn cc tm kim

    +m +dnh cho n m dnh cho n

    mua m dnh cho n

    M dnh cho n

    m bo him dnh cho n

    vnh m n

    i snh cm t

    Vi i snh cm t, qung co ca bn c th hin th khi ai tm kim t kha chnh

    xc hoc t kha chnh xc ca bn vi cc t b sung trc hoc sau t kha . Chng

    t i cng s hin th qung co ca bn khi ai tm kim cc bin th gn ging ca t

    kha chnh xc hoc vi cc t b sung trc hoc sau t kha .

    S dng i snh cm t c th gip bn tip cn nhiu khch hng hn, trong khi vn

    cp cho bn nhm mc tiu chnh xc hn. Ni cch khc, t kha ca bn t c kh nng

    hin th qung co cho nhng khch hng ang tm kim cm t kh ng lin quan n

    sn phm hoc dch v ca bn.

    s dng t kha i snh cm t, ch cn t ton b t kha trong du ngoc kp. V

    d: "m dnh cho n".

    V d:

    T kha i snh

    cm t

    Qung co c th hin th

    trn cc tm kim

    Qung co s khng hin

    th trn cc tm kim

    "m dnh cho n" m dnh cho n

    mua m dnh cho n

    m n

    M dnh cho n

    m cho bn gi

    m bng chy n

    i snh chnh xc

  • 10

    Vi i snh chnh xc, qung co ca bn ch c th xut hin khi ai tm kim t kha

    chnh xc ca bn, kh ng c bt k cm t no khc trong tm kim. Chng t i cng s

    hin th qung co ca bn khi ai tm kim cc bin th gn ging ca t kha c th

    .

    Kh ng ging nh i snh cm t, nu ai tm kim thm cc t trc hoc sau t

    kha chnh xc ca bn, qung co ca bn s kh ng hin th. S dng i snh chnh

    xc ngha l t kha ca bn c nhm mc tiu chnh xc hn i snh r ng hoc i

    snh cm t.

    s dng t kha i snh chnh xc, ch cn t ton b t kha trong du ngoc

    vu ng. V d: [m dnh cho n].

    V d:

    T kha i snh

    chnh xc

    Qung co c th hin

    th trn cc tm kim

    Qung co s khng hin th

    trn cc tm kim

    [m dnh cho n] m dnh cho n

    m n

    mua m dnh cho n

    m dnh cho n gim gi

    i snh ph nh

    Bn c th s dng i snh ph nh ngn qung co ca bn hin th cho nhng

    ngi tm kim cc cm t nht nh. Qung co ca bn s kh ng hin th nu cm t

    tm kim c cha cm t t kha m bn xc nh vi tin t du tr (-). T kha ph

    nh l m t cch c bit hu ch lc ra lu lng truy cp kh ng lin quan v do

    ngn cc nhp chu t kh ng mong mun.

    Bn c th s dng t kha ph nh kt hp vi cc loi i snh khc. V d: bn c th

    s dng t kha ph nh i snh chnh xc ngn qung co ca bn hin th cho

    nhng ngi tm kim t kha chnh xc .

    V d:

    Nu t kha ca bn l m dnh cho n v bn thm t kha ph nh -n, qung co

    ca bn s kh ng xut hin cho bt k tm kim no cha t n.

    T kha i

    snh ph nh

    Qung co c th hin th

    trn cc tm kim

    Qung co s khng hin

    th trn cc tm kim

    -n m cho bn gi M dnh cho n

  • 11

    m r ng vnh m dnh cho n

    -"m dnh cho

    n"

    m cho bn gi

    m bng chy dnh cho n

    m dnh cho n

    mua m dnh cho n

    m n

    M dnh cho n

    -[m dnh cho

    n]

    mua m dnh cho n

    m dnh cho n gim gi

    m dnh cho n

    m n

    iu quan trng cn phi nh l bn ch nn thm tin t du tr (-) vo t kha m

    bn kh ng mun kch hot qung co ca mnh, nh -bng chy nh c minh ha

    trong v d ny.

    to t kha ph nh, hy chuyn n bng t kha trong ti khon ca bn v tm

    lin kt T kha ph nhbn di bng t kha ca bn. Khi bn to t kha ph nh

    (hoc to t kha ph nh t t kha hin ti bng cch thm du tr), loi t kha ny

    s hin th ti .

    M o

    Ty thu c vo sn phm hoc dch v bn qung co, c m t vi cm t m bn c

    th mun thm di dng t kha ph nh vo nhm qung co ca mnh: "min

    ph", "kha hc" hoc "lp hc" v "c ng vic". Vic thm nhng cm t ny s gip

    ngn chn hin th qung co ca bn khi mi ngi tm kim cc mc hoc dch v,

    kha hc hoc lp hc min ph c lin quan n t kha hoc c ng vic c th bao

    gm t kha ca bn.

    Lu

    T kha khng phn bit ch hoa ch thng, ngha l t kha c i snh m

    kh ng tnh n ch hoa hoc ch thng. V d: bn khng cn phi nhp m dnh

    cho n v M dnh cho n lm t kha -- ch cn m dnh cho n s bao gm c hai.

    Bn c th s dng cc loi i snh t kha vi chin dch hin th qung co

    trn Mng tm kim hoc c Mng tm kim v Mng hin th kt hp. Trn Mng

    hin th, t kha c coi l i snh r ng.

    Bin th t kha gn ging

    Chng t i s t ng hin th qung co cho cc bin th gn ging ca t kha ca bn ti

    a ha tim nng hin th qung co ca bn trn cc tm kim c lin quan. Cc bin th gn

    ging bao gm li chnh t, dng s t v s nhiu, cm t vit tt, bin th t gc (chng hn

    nh floor v flooring), ch vit tt v du. V vy, kh ng cn phi thm ring cc bin th gn

    ging lm t kha.

    Nu bn kh ng mun qung co hin th trn cc bin th gn ging ca t kha i snh chnh

    xc hoc i snh cm t, bn c th thu hp nhm mc tiu i snh chnh xc v i snh

    cm t ca mnh.

    https://support.google.com/adwords/answer/90956/?hl=vihttps://support.google.com/adwords/answer/117120/?hl=vihttps://support.google.com/adwords/answer/117120/?hl=vi

  • 12

    Cch thu hp nhm mc tiu i snh chnh xc v nhm mc tiu i snh cm t

    thu hp nhm mc tiu i snh chnh xc v i snh cm t ca bn, bn s cn phi

    chn m t trong cc loi chin dch sau khi bn to chin dch ca mnh hoc ang s dng

    m t trong cc loi chin dch sau:

    "Ch Mng tm kim - Tt c cc tnh nng"

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

    Tm hiu v cc loi chin dch c s n khc nhau. Nu bn c m t loi chin dch khc, bn s

    kh ng th hn ch ty chn i snh ca mnh.

    Thc hin theo cc bc sau hn ch i snh chnh xc v i snh cm t:

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

    2. Nhp vo tab Chin dch.

    3. Nu bn mun hn ch i snh chnh xc v i snh cm t cho chin dch mi, hy

    nhp vo Chin dch mi. Nu bn mun hn ch i snh chnh xc v i snh cm

    t cho chin dch hin ti, chn chin dch v nhp vo tab C i t.

    4. Cu n n phn "Ci t nng cao". Nhp vo lin kt Ty chn i snh t kha. Lu

    rng bn s khng thy lin kt ny, c th l do bn ch c th hn ch i snh chnh

    xc v i snh cm t cho m t s loi chin dch nht nh, nh "Ch Mng tm kim -

    Tt c cc tnh nng".

    5. Trong phn " i snh chnh xc v i snh cm t", hy chn Khng bao gm cc bin

    th g n ging.

    Cch chn loi i snh t kha ph hp

    Khi chn loi i snh ph hp cho t kha, chng t i thng khuyn dng chin lc "t r ng

    n hp". Bt u bng t kha i snh r ng ti a tim nng hin th qung co ca bn

    trn tm kim c lin quan. Theo di hiu sut t kha ca bn theo thi gian v lm cho loi i

    snh t kha ca bn c th hn nu bn nhn thy rng qung co ca mnh ang hin th cho

    qu nhiu bin th kh ng lin quan ca t kha.

    Khi i snh r ng ca bn thu thp hin th v nhp chu t, hy xem xt bo co cm t tm

    kim theo di xem cc bin th t kha no kch hot qung co. M t vi mo v s dng

    thng tin trong bo co:

    Nhn vo c t "Loi i snh" xem cc cm t tm kim kch hot qung co ca bn

    trn Google c lin quan cht ch ti mc no vi cc t kha trong ti khon ca bn.

    Thng tin ny s cung cp cho bn tng v loi i snh no bn c th mun s dng

    cho cc t kha ca mnh. V d: nu bn thy rng hu ht cc bin th c trnh by

    trong bo co cm t tm kim ca bn kh ng lin quan n nhng g bn ang qung co,

    hy xem xt vic lm cho loi i snh t kha ca bn c th hn.

    Thm cm t tm kim mi c tim nng cao lm t kha.

    https://support.google.com/adwords/answer/2567043/?hl=vihttp://adwords.google.com.vn/https://support.google.com/adwords/bin/answer.py?hl=vi&answer=2684537https://support.google.com/adwords/bin/answer.py?hl=vi&answer=2684537

  • 13

    Loi tr bt k cm t no kh ng lin quan n doanh nghip ca bn bng cch thm cm

    t lm t kha ph nh

    1. . S dng i snh r ng

    Khi bn s dng i snh r ng, qung co ca bn t ng chy trn nhng bin th c lin

    quan ca t kha, ngay c khi cc cm t ny kh ng nm trong danh sch t kha ca bn. iu

    ny gip bn thu ht nhiu khch truy cp hn n trang web ca bn, dnh t thi gian hn vo

    vic xy dng danh sch t kha v tp trung chi tiu ca bn vo nhng t kha hot ng.

    i snh r ng l loi i snh mc nh m tt c cc t kha c ch nh nu bn kh ng ch

    nh m t loi i snh khc (i snh chnh xc, i snh cm t hoc i snh ph nh). H

    thng Google AdWords t ng chy qung co ca bn trn nhng bin th c lin quan ca t

    kha, bao gm t ng ngha, dng s t v s nhiu, li chnh t c th c, bin th t gc

    (chng hn nh sn v lm sn), tm kim c lin quan v cc bin th c lin quan khc.

    V d:

    T kha i snh r ng: Qung co c th hin th trn cc tm kim:

    ch n king t cht b t ng thc phm khng c cht b t ng

    ch n king t cht b t ng

    cng thc nu n t calo

    Ch n king a Trung Hi

    chng trnh ch n king t hyrat-cacbon

    Cch i snh rng c th gip bn

    Bn c th t bt k hoc tt c cc t kha c nhm mc tiu tm kim thnh i snh r ng

    gip bn thc hin nhng iu sau:

    Dnh t thi gian hn xy dng danh sch t kha: Bn khng phi suy ngh v mi

    bin th t kha c th c -- h thng ca chng ti thc hin cng vic ny cho bn. Tit

    kim thi gian hn, bi khong 20% tm kim m Google nhn c mi ngy l nhng tm

    kim m chng t i cha thy trong t nht 90 ngy. Hnh vi tm kim khng th on trc

    ny c th lm cho bn gn nh kh ng th to ra m t danh sch t kha ch s dng i

    snh chnh xc bao qut tt c cc tm kim c th c lin quan.

    Tr tin cho t kha hot ng: Nu qung co ca bn khng nhn c nhp chu t

    no trn m t bin th t kha c th, h thng ca chng ti s nhanh chng ngng hin

    th qung co cho t kha v cc cm t tm kim tng t. iu ny ngn cn bn tch

    ly cc khon ph nhp chu t cho cc bin th t kha khng hot ng v gip bn tp

    trung vo cc t kha hot ng.

    https://support.google.com/adwords/bin/answer.py?answer=2407781https://support.google.com/adwords/bin/answer.py?answer=2407781

  • 14

    Khi cc ty chn khc c th hu ch hn

    im cht lng ca bn gip xc nh v tr qung co ca mnh hin th v t kha i

    snh r ng c th gp phn lm cho im cht lng thp nu t kha ca bn dng nh

    c lin quan cho qu nhiu cm t tm kim. V d: xem xt t kha m t t "ng" (v t

    kha m t t hu nh lun qu chung chung). Bn c th bn ng ti vn, nhng t kha

    ca bn cng s c lin quan n cc cm t tm kim cho ng t, hng dt kim, ng cu

    ha, v.v...

    Th ng thng, bn s t c T l nhp chut (CTR) cao hn vi i snh chnh xc v

    i snh cm t do qung co ca bn bao gm cc cm t chnh xc m khch hng ca

    bn ang tm kim.

    S dng c ng c s i i snh rng kim sot nhiu hn i vi i snh rng

    Vic thm t kha i snh r ng c sa i c th tng nhp chu t v chuyn i ca chin

    dch trong khi cung cp kim sot chnh xc hn i snh r ng. i snh r ng c sa i cho

    php bn ch nh rng cc cm t kha i snh r ng nht nh hoc cc bin th gn ging

    ca chng, phi xut hin kch hot qung co ca bn. Cc bin th gn ging bao gm li

    chnh t, dng s t/s nhiu, ch vit tt v cm t vit tt v bin th t gc (nh "sn" v "lm

    sn"). Bin th kh ng bao gm t ng ngha hoc tm kim c lin quan.

    M o

    Chng ti khuyn bn nn s dng kt hp hai hoc nhiu loi i snh t kha chy

    chin dch qung co c hiu qu. Nu bn s dng i snh r ng v cm t, v d: bn s

    tip cn i tng r ng hn trong khi vn kim sot nhng ngi c th nhn thy qung

    co ca bn.

    Nu bn mun m bo rng qung co ca bn kh ng hin th cho cm t tm kim nht

    nh, hy thm cm t vo nhm qung co hoc chin dch ca bn lm t kha ph

    nh.

    Vic tm dng hoc xa t kha s kh ng ngn m t trong cc t kha c i snh r ng

    ang hot ng "m r ng" cho cm t . V d: nu nhm qung co ca bn cha t

    kha c i snh r ng hoa v hoa tulip v bn tm dng t kha hoa tulip, qung co

    ca bn c th vn c kh nng hin th cho cm t tm kim hoa tulip, v n tng t nh

    t kha c i snh r ng ang hot ng hoa.

    1.5. S dng c ng c sa i i snh r ng

    Bn c th thm c ng c sa i vo t kha i snh r ng nhm xc nh rng cc t nht nh

    phi c bao gm trong cm t tm kim ca ngi kch hot qung co ca bn. V c ng

    c sa i i snh r ng cho php bn nhm mc tiu cc tm kim bao gm t nht m t t kha

    trong s cc t kha ca bn nn c ng c ny c th gip tng mc c lin quan ca lu

    https://support.google.com/adwords/bin/answer.py?hl=vi&answer=140351https://support.google.com/adwords/bin/answer.py?answer=2615875https://support.google.com/adwords/bin/answer.py?hl=vi&answer=63235https://support.google.com/adwords/bin/answer.py?hl=vi&answer=63235

  • 15

    lng truy cp vi qung co ca bn v do , ci thin t l nhp (CTR) v t l chuyn i ca

    bn. to c ng c sa i i snh r ng, ch cn thm du c ng (+) trc m t hoc nhiu t

    trong t kha i snh r ng ca bn.

    Theo mc nh, AdWords s dng ty chn i snh rng nhm mc tiu tm kim bao gm

    bt k kt hp no ca cc t gm cm t t kha ca bn, cng nh tm kim cha cc t ng

    ngha hoc cc bin th khc ca cc t (nh tm kim c lin quan). Do , mc d t kha

    i snh r ng nh giy qun vt c th gi nhiu lu lng truy cp nhp chu t c lin quan ti

    trang web ca bn, bn c th tip cn vi nhiu tm kim hn so vi d kin ban u.

    Vi c ng c sa i i snh r ng, bn c th kim sot v bit chnh xc t kha ca mnh c

    m r ng nh th no bng cch yu cu cm t t kha nht nh phi l m t phn trong tm

    kim ca khch hng tim nng. V d: nu bn ch nh rng bn mun qung co ca mnh ch

    hin th khi tm kim ca ai bao gm c qun vt v giy, sau , qung co ca bn t nhin

    tr nn lin quan hn ti tm kim giy qun vt ca khch hng tim nng. Phm vi tip cn

    c nhm mc tiu ny c th gip t kha ca bn t c t l nhp (CTR) cao hn, t

    c th gip trang web ca bn nhn c nhiu khch hng thanh ton hn hoc cc chuyn i

    khc.

    Cng c s i i snh rng tc ng nh th n o n lu lng truy cp v nhp chut

    C ng c sa i thm nhiu c trng hn cho cc t kha i snh r ng ca bn v do thu

    hp phm vi tip cn ca t kha. V vy, mc d vic s dng c ng c sa i i snh r ng c

    th tng mc lin quan ca t kha th i li c ng c ny c th gim lu lng truy cp d

    kin ca bn.

    Di y l m t s thc tin tt nht nu bn mun nhn thm cc nhp chu t c lin quan:

    cc t kha i snh r ng hin ti ca bn hot ng (thay v sa i hoc xa chng).

    Thm t kha i snh r ng c sa i mi cho chin dch hin ti trong nhm qung

    co ring l khin vic so snh gia t kha mi v t kha hin ti da trn hiu sut

    c quan st d dng hn.

    Nu bn ch yu s dng t kha i snh r ng, hy xem xt vic iu chnh gi thu ca

    mnh khi bn thm nhiu t kha i snh r ng c sa i c lin quan hn. Gi

    thu gi mi nhp chut (CPC) cao hn c th tng khi lng nhp chu t v chuyn i

    ca bn.

    Nu bn ch yu s dng i snh chnh xc v i snh cm t, vic thm t kha i

    snh r ng c sa i c th gip bn tip cn vi nhiu khch hng hn trong khi duy tr

    kim sot cc cm t tm kim no i snh vi t kha ca mnh.

    Lu rng tnh nng c ng c sa i i snh r ng ch hot ng khi c s dng vi t kha

    i snh r ng. Nu bn mun tng t l nhp chu t v chuyn i c th l kt qu t cc t

    kha i snh cm t hoc chnh xc, bn c th th to m t nhm qung co ring l v thm

    t kha i snh r ng c sa i tng ng cho mi t kha i snh cm t hoc chnh xc.

    https://support.google.com/adwords/bin/answer.py?hl=vi&answer=2407779https://support.google.com/adwords/bin/answer.py?hl=vi&answer=2615875https://support.google.com/adwords/bin/answer.py?answer=116495

  • 16

    Nu hin ti bn

    c...

    ...Bn c th thm cc t kha i snh rng c sa i ny

    nhn thm cc nhp chut c lin quan

    "mua giy da l n

    mu xanh"

    "mua giy da l n

    mu xanh"

    "mua giy da l n"

    +mua +giy +da l n +mu xanh

    +mua +giy +da l n +mu xanh

    +mua +giy +da l n

    "giy da l n mu

    xanh"

    "da l n mu xanh

    giy"

    "da l n giy mu

    xanh"

    +giy +da l n +mu xanh

    Thit lp c ng c s i i snh rng

    Ch cn thm du c ng (+) trc m t hoc nhiu t trong t kha i snh r ng ca bn. Mi t

    bt u bng du c ng phi xut hin chnh xc trong tm kim ca ai hoc di dng bin

    th gn ng. Cc bin th gn ng bao gm li chnh t, dng s t v s nhiu, ch vit tt v

    t vit tt v bin th t gc (nh "sn" v "lm sn"). T ng ngha (nh "nhanh" v "nhanh

    chng") v cc tm kim c lin quan (nh "giy" v "giy ng") kh ng c coi l cc bin th gn

    ng.

    M o

    Kh ng du cch gia tin t du c ng (+) v t bn ang sa i!

    ng: +giy +da

    Sai: + giy + da

    Sai: +giy+da

    to mt cng c sa i i snh rng mi t u, hy thc hin theo cc bc sau:

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

    2. Nhp vo tab Chin dch.

    3. Trong Tt c chin dch trc tuyn, nhp vo tn chin dch hoc nhm qung co m

    bn mun chnh sa.

    4. Nhp vo tab T kha.

    5. Nhp vo nt + T kha.

    6. Nhp t kha i snh r ng ca bn, c du c ng (+) trc t hoc cc t bn mun xut

    hin chnh xc trong tm kim ca khch hng tim nng hoc di dng bin th gn

    ng.

    7. Nhp vo Lu.

    https://adwords.google.com.vn/

  • 17

    thm mt cng c sa i cho t kha i snh rng hin ti, hy thc hin theo cc

    bc sau:

    1. Lp li cc bc t 1 n 4 bn trn n tab T kha.

    2. Nhp vo t kha chnh sa t kha n i dng.

    3. Thm tin t du c ng (+) vo bt k (cc) t no bn mun bao gm cm t bt bu c.

    4. Nhp vo Lu.

    1.6. Hiu sut ti khon, chin dch v nhm qung co

    AdWords c t chc thnh ba cp : ti khon, chin dch v nhm qung co. Bng cch t

    mnh lm quen vi cc cp khc nhau ca ti khon AdWords, bn c th d dng tm c

    d liu hiu sut chnh xc m bn ang tm kim.

    Hy lu ba cp ny, bn c th ty chnh ch xem ca d liu hiu sut ca bn lm

    cho ch xem r ng hoc c th nh bn mun. gip bn iu hng, bng iu khin bn

    cnh ca ti khon AdWords bt u vi cp r ng nht -- "Tt c chin dch trc tuyn" -- v

    thu hp tp trung khi bng iu khin di chuyn xung. Sau khi nhp vo chin dch ring l, bn

    s thy nhm qung co nm trong mi chin dch.

    Ti khon ca bn c lin kt vi m t a ch email, mt khu v th ng tin thanh ton duy

    nht. Cho mc ch bo co, mc d hu ch khi ngh rng ti khon ca bn l m t tp hp cc

    chin dch. Nu bn mun xem d liu hiu sut cho ton b ti khon ca mnh, hy nhp

    vo t c chin dch trc tuyn trong bng iu khin bn cnh ca ti khon AdWords ca

    bn. Tng s cho tt c cc hng c lit k cui bng thng k ca bn.

    Xem d liu cho ton b ti khon ca bn

    Xem thng k cho ton b ti khon c tng quan nhanh v hiu sut AdWords tng th

    ca bn.

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tab Tham s.

    4. Nhp vo nt Ch xem chn khong thi gian m bn mun s dng t chc

    thng k ca mnh.

    5. Khi bng d liu thng k ging theo cch bn mun, ch cn nhp vo nt ti

    xung ti xung bng thng k lm bo co.

    http://adwords.google.com.vn/

  • 18

    Chin dch qung co ring l c ngn sch v ci t ring xc nh ni cc qung co

    ca bn xut hin v c to thnh t m t tp hp cc nhm qung co. Mi chin dch

    ca bn c lit k trong bng iu khin bn cnh ca ti khon AdWords ca bn v cc

    chin dch cng xut hin khi bn nhp vo tab Chin dch gia mn hnh.

    Xem d liu chin dch

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tn chin dch m bn quan tm xem nhm qung co ca chin dch

    ang hot ng nh th no. xem cc chin dch c th cho bo co ca bn, hy

    nhp vo nt B lc thit lp b lc chin dch.

    4. Khi bng d liu thng k ging theo cch bn mun, ch cn nhp vo nt ti

    xung ti xung bng thng k lm bo co.

    Nhm ung co ca bn c cha m t lot cc qung co tng t cng nh t v cm t,

    c gi l t kha, m bn mun kch hot qung co ca mnh hin th. Khi bn nhp vo

    m t chin dch, AdWords s hin th cho bn ch xem hiu sut ca chin dch c chia

    nh theo cc nhm qung co ring l ca chin dch. Bn cng c th xem d liu nhm

    qung co bng cch nhp vo tab Nhm ung co gia mn hnh.

    Xem d liu nhm qung co

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

    2. Nhp vo tab Chin dch.

    3. Chn nhm qung co m bn quan tm.

    o a vo tt c nhm qung co t m t chin dch c th, hy nhp vo tn chin

    dch trong bng. Bn s c a n tab "Nhm qung co" cho chin dch .

    o a vo tt c nhm qung co trong ti khon ca bn, hy nhp vo tab Nhm

    qung co trong khi xem "Tt c cc chin dch trc tuyn".

    o a vo cc nhm qung co c th t cc chin dch khc nhau, trc tin, hy

    nhp vo tab Nhm qung co trong khi xem "Tt c cc chin dch trc tuyn". Sau

    nhp vo nt B lc thit lp b lc nhm qung co.

    V d:

    Hy xem cch m t doanh nghip c th thit lp chin dch v nhm qung co AdWords ca

    mnh. Ti khon thu c v nh sn xut s -c-la (ngon tuyt!) ngi mun qung co sn

    phm ca mnh tng doanh s bn hng trc tuyn.

    Ch s hu quyt nh t chc n lc qung co ca h vo hai chin dch. M t chin dch

    qung b loi thanh ko s -c-la mi v chin dch th hai qung b h p qu tng ngy l ca

    h. H chia mi chin dch thnh cc nhm qung co c lin quan c nhm mc tiu. M t

    trong cc nhm qung co cho chin dch thanh ko s -c-la c dnh ring cho thanh ko

    mm x i ph bin ca c ng ty. M t nhm qung co khc dnh ring cho thanh ko caramel

    v nhm th ba cho thanh ko s -c-la ngm vi gng. Ti khon s ging nh bn di:

    http://adwords.google.com.vn/http://support.google.com/adwords/bin/answer.py?hl=vi&answer=6323http://adwords.google.com.vn/

  • 19

    Ti khon:

    Nh sn xut s-c-la

    Chin dch 1:

    Thanh ko s-c-la

    Chin dch 2:

    H p qu tng Ngy l tnh nhn

    Nhm qung co:

    Thanh ko mm xi

    Thanh ko caramel

    Thanh ko gng

    Nhm qung co:

    h p qu gim gi 30%

    Giao h p qu min ph

    S-c-la cho Valentine xa x

    Mi nhm qung co c th cha nhiu qung co. iu ny gip nh sn xut s -c-la so

    snh v d nh hiu sut cho vn bn qung co khc nhau v xem m t phin bn to nn

    nhiu nhp chu t hn hoc bn c nhiu hn phin bn khc hay kh ng.

    Khi bn quen vi cu trc ti khon AdWords ca mnh, bn c th xem v ty chnh d liu

    trong bng thng k v ti xung bo co theo di hiu sut chin dch, cc chin dch ring l

    v nhm qung co -- cng nh qung co v t kha ca bn.

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

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

    "1" c ngha qung co ca bn l qung co u tin trn m t 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.

  • 20

    V tr qung co c xc nh nh th no

    V tr qung co c xc nh bi Xp hng ung

    coca bn trong phin u gi. Xp hng qung co

    l im s da trn gi th u v im cht lng ca

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

    mi nhp chu t, gi thu ca bn l s tin bn mun

    tr cho m t nhp chu t 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 r ng, chng hn

    nh lin kt trang web, tc ng d kin t cc tin ch

    m r ng l yu t c tnh vo Xp hng qung

    co. iu ny c 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 r ng 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 th ng 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 t i 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 vo ip 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

    https://support.google.com/adwords/answer/1752122?hl=vihttps://support.google.com/adwords/answer/1752122?hl=vihttps://support.google.com/adwords/bin/answer.py?answer=2404178https://support.google.com/adwords/answer/1722087

  • 21

    ngng gi thu gi mi nhp chu t (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.

    Th ng 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 s n hin th cho m t 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

    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 m t trang v sau li xut hin v tr "Khc" trn trang tip theo

    (hoc xut hin v tr "Khc" trn m t trang v sau li xut hin v tr hng u trn

    trang tip theo). Th ng thng, qung co s ch c hin th m t ln v tr "Khc" v s

    kh ng 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 c t V.tr tr.bnh trong bng thng k. Nu bn khng thy c t ny trong bng ca

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

    bng thng k.

    https://support.google.com/adwords/answer/2454072http://adwords.google.com.vn/

  • 22

    Bn cng c th nhp vo tab Qung co hoc 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. Gi mi nhp chu t (CPC) thc t

    Gi mi nhp chu t thc t (CPC thc t) ca bn l s tin cui cng bn b tnh ph cho m t

    nhp chu t. Bn thng b tnh ph t hn -- i khi t hn nhiu -- gi thu gi mi nhp chu t ti

    a (CPC ti a), l s tin cao nht bn s b tnh ph cho m t nhp chu t.

    CPC thc t thng thp hn CPC ti a bi v vi phin u gi AdWords, s tin cao nht bn

    s tr l s tin ti thiu bt bu c gi v tr qung co v bt k nh dng qung co no

    c hin th cng vi qung co chng hn nh lin kt trang web.

    Cch hot ng

    Chng t i kt hp im cht lng, gi thu CPC ti a cng nh tc ng d kin ca cc tin

    ch m r ng v cc nh dng qung co khc xc nh Xp hng ung co. Khi c tnh tc

    ng d kin ca tin ch m r ng v nh dng qung co, chng t i xem xt cc yu t nh

    mc lin quan, t l nhp v s ni bt ca tin ch m r ng hoc nh dng trn trang kt

    qu tm kim. Sau s dng Xp hng qung co ca tng nh qung co xc nh ni

    qung co xut hin v loi tin tch m r ng no v nh dng qung co no khc s hin th

    cng vi qung co (hoc qung co hay nh dng qung co s hon ton xut hin).

    Vi qung co trn Mng tm kim, Xp hng qung co ti thiu bt bu c i vi qung co pha

    trn kt qu tm kimthng ln hn Xp hng qung co ti thiu bt bu c i vi qung co

    bn cnh kt qu tm kim. Kt qu l CPC thc t khi bn xut hin pha trn kt qu tm kim

    c th cao hn CPC thc t nu bn xut hin bn cnh kt qu tm kim, ngay c khi kh ng c

    nh qung co no khc ngay bn di bn. Mc d bn c th tr tin nhiu hn cho mi nhp

    chu t, nhng qung co hng u thng c t l nhp cao hn v c th cho php bn hin th

    m t s tin ch m r ng qung co nht nh v ch s n c cc tnh nng khc nhng v tr

    qung co hng u. Nh mi khi, bn s kh ng bao gi b tnh ph nhiu hn gi thu CPC ti

    a.

    i vi m t s qung co nht nh trn Mng hin th, CPC thc t s khc so vi m t. Tm

    hiu thm v u gi qung co trn Mng hin th.

    V d:

    Nu nh qung co ngay bn di bn t gi thu 2 la M v nu qung co ca nh

    qung co c cng cht lng vi qung co ca bn (ng thi c tin ch m r ng v

    nh dng qung co c cng hiu qu hot ng), bn thng cn phi t gi thu nhiu

    hn 2 la M 1 xu xp hng cao hn nh qung co v vn duy tr v tr cng nh

    http://support.google.com/adwords/bin/answer.py?answer=1294894https://support.google.com/partners/answer/answer.py?answer=117120https://support.google.com/partners/answer/answer.py?answer=1752122https://support.google.com/adwords/answer/1722087/?hl=vihttps://support.google.com/adwords/answer/1722087/?hl=vihttps://support.google.com/adwords/answer/2996564/?hl=vi

  • 23

    nh dng qung co ca mnh. Vi AdWords, l s tin cao nht bn s tr (khong 2,01

    la M), cho d gi thu ca bn l 3 la M, 5 la M hay cao hn.

    Nu nh qung co ngay bn di bn t gi thu l 2 la M v c qung co cht

    lng cao hn bn, bn s tr nhiu hn 1 xu so vi s tin bt bu c i snh vi Xp

    hng qung co cao hn ca nh qung co (v vn duy tr v tr v nh dng qung co

    ca bn), nhng kh ng bao gi nhiu hn gi thu CPC ti a ca bn (tr khi bn ang

    t iu chnh gi thu hoc s dng CPC nng cao).

    https://support.google.com/adwords/answer/2732132/?hl=vihttps://support.google.com/adwords/answer/2464964/?hl=vi

  • 24

    2. nh dng ung co

    nh dng ung co

    Qung co vn bn

    iu g to nn qung co vn bn

    Mo to qung co vn bn thnh cng

    S dng qung co mua sm c lp cho sn phm ca bn

    Thit lp chin dch Qung co danh sch sn phm thng thng

    S dng qung co tm kim ng

    To mc tiu cho Qung co tm kim ng

    Tin ch m rng qung co

    Tin ch m r ng v tr

    Nng cao qung co ca bn bng cc tin ch m r ng

    Hin th qung co vi xc nhn ca trang Google+

    Lin kt Google a im vi AdWords

    Thm s in thoi vo qung co ca bn

    Hin th xp hng ngi bn vi qung co ca bn

    Hin th lin kt b sung bn di vn bn qung co ca bn

    2.1. Qung co vn bn

    Loi qung co AdWords chun. Qung co vn bn thng bao gm lin kt n trang web v

    m t hoc qung b sn phm hoc dch v ca bn.

    Qung co vn bn bao gm ta cng l lin kt c th nhp vo n trang web ca

    bn, m t hoc hai dng vn bn v a ch trang web ca bn c hin th bng mu xanh

    l cy.

    Nhng qung co ny c th xut hin trn trang kt qu tm kim ca Google v trn ton

    b Mng Google. Qung co vn bn c th tr ng khc trn Mng hin th.

    Qung co vn bn i khi c gi l "lin kt c ti tr" do ta lin kt n trang

    web c qung co.

    Di y l m t vi iu m qung co vn bn tuyt vi c th lm: nh du nhng g

    lm cho doanh nghip hoc sn phm ca bn c o; bao gm gi, khuyn mi hoc

    https://support.google.com/partners/answer/14093?hl=vi&ref_topic=2795283https://support.google.com/partners/answer/1704389?hl=vi&ref_topic=2795283https://support.google.com/partners/answer/1704392?hl=vi&ref_topic=2795283https://support.google.com/partners/answer/2454022?hl=vi&ref_topic=2795283https://support.google.com/partners/answer/2456103?hl=vi&ref_topic=2795283https://support.google.com/partners/answer/2471185?hl=vi&ref_topic=2795283https://support.google.com/partners/answer/2497706?hl=vi&ref_topic=2795283https://support.google.com/partners/topic/2795905?hl=vi&ref_topic=2795222https://support.google.com/partners/answer/2375499?hl=vi&ref_topic=2795222https://support.google.com/partners/answer/1722132?hl=vi&ref_topic=2795222https://support.google.com/partners/answer/1704343?hl=vi&ref_topic=2795222https://support.google.com/partners/answer/2453991?hl=vi&ref_topic=2795222https://support.google.com/partners/answer/2375474?hl=vi&ref_topic=2795222https://support.google.com/partners/answer/2375416?hl=vi&ref_topic=2795222

  • 25

    phiu mua hng c quyn; c li gi hnh ng r rng; v s dng t nht m t trong cc

    t kha ca bn trong vn bn qung co.

    2.2. iu g to nn qung co vn bn

    Tt c qung co trc tuyn v c bn u l nhng th ng ip c th nhp, kt ni khch hng

    vi trang web.

    Qung co vn bn, phin bn n gin nht ca th ng ip c th nhp, gm ba thnh phn:

    dng tiu , RL hin th v m t. Hy xem cc thnh phn ca qung co mu bn di:

    Qung co vi Google

    adwords.google.com.vn

    Mun c kt qu nhanh chng?

    To chin dch qung co ca bn ngay h m nay!

    Dng tiu

    URL hin th

    M t

    Qung co vn bn trong Google AdWords phi p ng cc yu cu v di sau:

    Qung co mu d i ti

    (h u ht cc ng n

    ng)

    d i ti

    (cc ng n ng 2

    byte*)

    Dng tiu : Trang web mu 25 k t 12 k t

    Dng m t 1: Khuyn mi ma h 35 k t 17 k t

    Dng m t 2: Tit kim 15% 35 k t 17 k t

    URL hin th: www.Example.com 35 k t 17 k t

    Mo

    Bn c th to qung co vn bn di hn nu bn nhm mc tiu cc quc gia hoc khu vc

    nht nh: Azerbaijan, Belarus, Trung Quc, Hng K ng, Nht Bn, Kazakhstan, Kyrgyzstan,

    Lin bang Nga, Hn Quc, i Loan, Tajikistan, Turkmenistan, Ukraina v Uzbekistan. Tm

    hiu cch to qung co vn bn di hn.

    Dng tiu

    Dng u tin trong qung co ca bn l dng m khch hng c nhiu kh nng ch nht.

    Nu bn thc s mun dng tiu ca mnh ni bt, hy xem xt vic a t kha vo. Mi

    ngi c nhiu kh nng ch n dng tiu ph hp vi iu h ang tm kim hn. Trong

    qung co mu ca chng t i, t kha "qung co" s thu ht s ch ca nhng ngi ang

    tm kim cc cch qung co trc tuyn. Chng t i c th hin th ti a 25 k t trong dng

    tiu ca bn.

    URL hin th

    https://support.google.com/partners/answer/1704389?hl=vi&ref_topic=2799766https://support.google.com/adwords/answer/1704441

  • 26

    Xut hin vi mu xanh l cy, dng ny trong qung co ca bn hin th a ch ca trang web

    m bn ang qung co. AdWords cho php bn chn URL hin th ngn gn nhng ngha

    cung cp cho nhng ngi nhn thy qung co ca bn tng r rng v ni m h s c

    a n khi h nhp vo lin kt. ng sau , bn cng c th gn cho qung co vn bn ca

    mnh m t URL ch di hn, RL ny s a ngi nhp vo qung co ca bn ti v tr chnh

    xc trn cng m t trang web c lin quan n chnh qung co . Mi ngi ch c th nhn

    thy RL hin th trong qung co ca bn ch kh ng nhn thy RL ch.

    URL hin th d i

    Chng t i c th hin th ti a 35 k t trn RL hin th ca bn do kh ng gian c gii hn. i

    vi nhng ng n ng s dng k t 2 byte, nh ting Trung (gin th hoc phn th), ting Nht

    hoc ting Hn, chng t i c th hin th ti a 17 k t trn RL hin th ca bn. Nu RL hin

    th ca bn di hn di k t ti a, chng t i s rt ngn RL hin th ca bn khi chng t i

    hin th qung co ca bn.

    URL hin th c nng c o bng lin kt tr ng web

    Bn c th thy rng RL hin th ca qung co vn bn ca bn bao gm m t tp hp

    lin kt hin th v tr ca cc trang trn trang web ca bn. Chng t i gi nhng lin kt

    ny l nhng ng dn - ly cm hng t cc ng dn m Hansel li qua cc

    cnh rng tm ng v nh trong truyn c tch Grimm "Hansel v Gretel". Nhng

    lin kt ng dn ny gip cc khch hng d dng iu hng n cc phn c lin

    quan ca trang web ca bn.

    i vi m t s nh qung co, chng t i s t ng thm ng dn vo qung co xut

    hin trn cng hoc di cng ca kt qu tm kim ca Google, gip qung co ca

    bn c lin quan hn vi khch hng. Khch hng c th nhp vo lin kt ng dn c

    nhn nhanh chng iu hng n trang hoc phn ca trang web ca bn m h

    thy c lin quan.

    V d:

    Gi s m t khch hng mun mua m t i dp xng an v c y tm kim "dp xng

    an cho ph n". Chng t i c th hin th cho c y qung co c nng cao bng

    ng dn sau y:

    Quyt nh rng c y c th mun xem nhiu th hn l ch dp xng an, c y

    nhp vo lin kt ng dn "Giy cho ph n". C y xem nhng i bt v dp

    xng an m bn bn -- v tm thy nhng i giy m c y thch! -- th nn c y

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2616010http://support.google.com/adwords/bin/answer.py?answer=2684490

  • 27

    quyt nh mua m t i bt da mu nu v dp xng an mu hng t trang web ca

    bn.

    L m th n o hin th ng dn vi ung co c bn

    Bn c th chnh sa m ca trang web ca bn v thm ch thch ng dn hin th

    qung co ca bn vi ng dn. Lu rng bn c quyn kim sot m c s dng

    trn trang web ca mnh to ng dn. V chng t i s dng ch thch ng dn t

    trang ch ca qung co ca bn to lin kt ng dn, nn bn cng c quyn

    kim sot ng dn no c hin th vi qung co ca mnh hoc liu cc ng dn

    c c hin th hay kh ng. Tm hiu thm v cch bn c th chnh sa m trang web

    ca bn hin th ng dn.

    ng dn v chi ph

    Chng t i s tnh ph bn mi ln m t khch hng nhp vo bt k lin kt no trn

    qung co ca bn, bt k lin kt c nhp vo l dng tiu ca qung co ca bn

    hay l lin kt ng dn. Bn c th quyt nh khon tin ln nht bn mun tr cho

    m t nhp chu t bng cch t gi thu gi mi nhp chu t (CPC).

    Xem d liu hiu sut ng dn c bn

    Bn c th s dng phn on xem ng dn ca bn ang hot ng nh th no.

    xem s ln ai nhp chu t vo lin kt ng dn truy cp trang web ca bn,

    chn tab Qung co v phn on d liu ca bn theo "Loi nhp chu t". D liu hiu

    sut ca bn s c bao gm trong loi nhp chu t " ng dn".

    M t

    Cc dng cui cng trong qung co vn bn l ni bn m t sn phm hoc dch v mnh ang

    qung co. Kh ng gian b gii hn, v vy hy chn t ng ca bn m t cch cn thn nu bt

    cc chi tit v li ch quan trng nht. Chng t i c th hin th ti a 35 k t cho mi dng m

    t.

    Lu rng cc qung co vn bn trn Mng hin th ca Google c th tr ng khc nhau.

    S dng cc k t c bit vi ung co c bn

    Bn c th vit qung co ca mnh bng m t s ng n ng c h tr. Hu ht cc k t kh ng

    phi ting Anh, bao gm du ng, m sc v du mc di, s xut hin chnh xc trong qung

    co ca bn, k c RL hin th.

    i vi nhng ng n ng s dng cc k t 2 byte, nh ting Trung (gin th hoc phn th),

    ting Nht hoc ting Hn, qung co vn bn ca bn s xut hin trong kt qu tm kim ca

    Google ging nh khi xut hin trong ti khon ca bn. Lu rng dng tiu , dng m t v

    https://support.google.com/webmasters/bin/answer.py?hl=vi&answer=185417https://support.google.com/webmasters/bin/answer.py?hl=vi&answer=185417http://support.google.com/adwords/bin/answer.py?hl=vi&answer=112269http://support.google.com/adwords/bin/answer.py?hl=vi&answer=166377

  • 28

    RL hin th ca bn phi p ng gii hn k t ca chng t i. Chng t i khuyn bn nn xem

    trc qung co ca mnh m bo bn hi lng vi cch qung co xut hin. V nh

    kim tra qung co ca bn bng cch s dng C ng c xem trc v chn on qung co thay

    v tm kim trn Google.

    2.3. o to qung co vn bn thnh c ng

    Kh ng d bao gm mi th bn mun ni v doanh nghip ca mnh ch trong m t vi t.

    Hy bt u bng cch dnh m t cht thi gian xem xt nhng vic bn mun lm vi

    qung co ca mnh. Sau , hy s dng 6 mo trong bi vit ny to qung co chnh xc,

    ph hp v hp dn v hy vng s mang li cho bn nhiu nhp chu t!

    L m ni bt iu khin do nh nghip, sn phm hoc phiu mu h ng

    c bn tr th nh duy nht

    Giao hng min ph? Nhiu la chn? Hy cho mi ngi bit! Lm ni bt cc

    tnh nng hoc lnh vc gip doanh nghip ca bn ni bt so vi i th cnh

    tranh.

    B o gm gi, khuyn mi v c uyn

    Nu bn c th g c bit cho bn, hy m bo khch hng ca bn

    thy c ngh . Mi ngi thng tm kim quyt nh v th g .

    Cung cp cho h nhng g h cn gip h quyt nh. V d: nu bn gim

    gi 10% trong thi gian gii hn hoc c sn phm c quyn, ng qun cho

    khch hng ca bn bit!

    Cho khch h ng bit h c th l m g

    Bn ang bn? Cho khch hng bit h c th mua nhng g. Bn ang cung

    cp dch v? Cho khch hng bit h s nhn c nhng g. Cc ng t

    mnh nh Mua hng, Gi ngay hm nay, t hng, Duyt qua, ng k hoc Ly

    bo gi cho khch hng ca bn bit nhng g h c th mong i thc hin

    khi h n trang web ca bn.

    B o gm t nht mt trong s cc t kh c bn trong vn bn ung

    co

    Qung co vn bn thnh c ng c xu hng cha cc t ph hp vi tm kim

    ca m t ngi. Bao gm m t trong s cc t kha ca bn trong vn bn

    qung co c th thu ht s ch ca nhng ngi tm kim t kh v

    cho thy rng qung co ca bn c lin quan n nhng g h mun. Ngoi

    ra, t kha bn s dng s xut hin bng ch in m trong qung co ca

    bn, ging nh trong kt qu tm kim, gip d thy hn v mc lin quan

    ca qung co. Gi s bn bao gm t kha my nh k thut s trong dng

    tiu ca qung co, nh "Mua my nh k thut s" v m t khch hng tm

    kim my nh k thut s. Dng tiu ca qung co s xut hin bng ch in

    m, nh "Mua my nh k thut s". Dng tiu ca qung co cng c

    th xut hin bng ch in m nu khch hng tm kim mua my nh SLR,

    nh "Mua my nh k thut s", v "mua" v "my nh" ph hp vi nhng t

    trong cm t tm kim ca khch hng.

    https://support.google.com/adwords/answer/148778http://support.google.com/adwords/bin/answer.py?answer=6323

  • 29

    Kt hp ung co vi tr ng ch c bn

    Xem xt trang trn trang web m bn ang lin kt n t qung co ca

    mnh, trang ny c gi l trang ch. m bo khuyn mi hoc sn phm

    trong qung co ca bn c bao gm trong trang . Cho mi ngi bit h

    c th mong i g khi h nhp vo qung co. Nu khch truy cp kh ng tm

    thy nhng g h mong i s thy khi tip cn trang web ca bn, c th h s

    ri khi.

    hu ht khch h ng ng xem ung co c bn trn thit b di ng

    Khi khch hng ang di chuyn, m t s th ng tin nht nh c th hu ch hn

    cho h (nh v tr ca hng hoc s in thoi) hay th ng ip c th c th

    thu ht c s ch ca h. Bn c th hin th cho khch hng trn in

    thoi di ng s in thoi hoc bn c v tr doanh nghip ca bn bng

    cch s dng tin ch m r ng cu c gi (cn c gi l nhp gi) hoc tin

    ch m r ng v tr cung cp cho khch hng th ng tin h cn thc hin hnh

    ng trong khi h ang di chuyn. Ngoi ra, hy xem xt to qung co b

    sung ph hp vi cc thit b di ng, nh vn bn lm ni bt cc u i c

    bit hoc gim gi cho in thoi di ng c th hay RL hin th c ti u

    ha cho in thoi di ng.

    h nghim

    To t 3 n 4 qung co cho mi nhm qung co, th cc th ng ip khc

    nhau xem th ng ip no hot ng tt nht vi khch hng ca bn.

    AdWords c th t ng hin th qung co c hiu sut tt hn trong nhm

    qung co thng xuyn hn. iu ny s loi b vic phng on v cho

    php bn xy dng trn nhng g bn hc c t th nghim ca mnh.

    V d: nu ba iu lm cho doanh nghip ca bn ni bt l giao hng min

    ph, gim gi theo ma v c quyn t hng trc, hy to cc qung co

    khc nhau lm ni bt tng tnh nng v xem qung co no hot ng tt

    hn.

    Mo: Vit hoa ch ci u tin ca tng t trong ta ca qung co gip lm cho cc t

    ni bt.

    V d:

    Bn s hu ca hng my nh v mun bn my nh 8 megapixel d i ra nhng ch

    cho hng ha mi. tm khch hng c th ang tm kim my nh ny, bn quyt nh

    chy m t qung co gim gi 20%. Qung co ca bn c th tr ng ging nh sau:

    My nh 8 Megapixel

    www.example.com

    Gim 20% my nh k thut s.

    Giao hng min ph. Mua ngay hm nay!

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2453991http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2404182http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2404182

  • 30

    Qung co vn bn thnh c ng c xu hng cha cc t i snh vi tm kim ca m t

    ngi v cho h bit nhng g h c th mong i khi nhp vo qung co. Lu cch cc

    ch ci vit hoa trong qung co "My nh 8 Megapixel" khin t ni bt.

    2. . S dng qung co mua sm c lp cho sn phm ca bn

    Qung co danh sch sn phm l nh dng qung co duy nht cho php bn bao gm th ng

    tin sn phm a dng nh hnh nh, ta , gi, th ng ip khuyn mi v ca hng hay tn

    doanh nghip ca bn. Qung co danh sch sn phm xut hin trong h p ring ca qung co

    trn Google tm kim, ring bit vi qung co vn bn v trn Google mua sm ( cc quc gia

    c chn).

    bt u s dng Qung co danh sch sn phm, bn s cn c ti khon AdWords v ti

    khon Google Merchant Center. Sau , bn cn phi lin kt hai ti khon. Ti khon Merchant

    Center cho php bn qun l th ng tin sn phm ca mnh, trong khi ti khon AdWords gip

    bn qun l qung co v chin dch ca mnh. By gi, bn c th to v phn phi Qung co

    danh sch sn phm hp dn v c lin quan cho khch hng tim nng. Nu bn cha c ti

    khon, hy to ti khon Adwords ngay hm nay.

    Trc khi bn to Qung co danh sch sn phm, hy tm hiu thm v nhng iu sau:

    Li ch ca vic s dng Qung co danh sch sn phm

    Cch Qung co danh sch sn phm hot ng

    Qung co danh sch sn phm tr ng nh th no

    V tr Qung co danh sch sn phm xut hin

    Chi ph Qung co danh sch sn phm l bao nhiu

    Nguyn tc qung co dnh cho Qung co danh sch sn phm

    Lu

    Qung co danh sch sn phm c s n cc quc gia sau: c, o, B, Braxin, Canada, C ng

    ha Sc, an Mch, Php, c, n , , Nht Bn, Mexico, H Lan, Na y, Ba Lan, Nga, Ty

    Ban Nha, Thy in, Thy S, Th Nh K, Vng quc Anh v Hoa K.

    Li ch ca Qung co danh sch sn phm

    Nhiu lu lng truy cp v khch hng tim nng hn: Nhiu doanh nghip nhn

    thy t l nhp (CTR) cao hn ng k vi Qung co danh sch sn phm so vi qung

    co vn bn c hin th ti cng v tr cho tm kim Google mua sm. Trong m t s

    trng hp, nh qung co nhn thy t l nhp tng gp hai hoc gp ba ln t l nhp

    chun.

    Khch hng tim nng c cht lng tt hn: L ngi bn, bn c th tng cht lng

    ca khch hng tim nng bng cch lm ni bt thng tin sn phm trc tip trong qung

    https://support.google.com/adwords/answer/2456103https://support.google.com/partners/answer/answer.py?answer=6304https://support.google.com/adwords/answer/1704354http://support.google.com/adwords/answer/2615875

  • 31

    co ca mnh gip ngi mua sm a ra quyt nh mua hng sng sut. iu ny lm

    cho ngi mua sm c nhiu kh nng hon tt vic mua hng trn trang web ca bn.

    D dng qun l: Thay v t kha, Qung co danh sch sn phm s dng thu c tnh sn

    phm m bn xc nh trong ngun cp d liu Merchant Center ca bn hin th

    qung co trn cc tm kim c lin quan.

    Phm vi tip cn rng hn: Nhiu Qung co danh sch sn phm ca bn c th xut

    hin cho m t tm kim nht nh ca khch hng v nu c lin quan, Qung co danh sch

    sn phm v qung co vn bn cng c th xut hin cng m t lc. iu ny c ngha l

    phm vi tip cn ca bn vi ngi mua sm cho m t tm kim c th tng gp i.

    Cch Qung co danh sch sn phm hot ng

    Qung co danh sch sn phm s dng ngun cp d liu sn phm Merchant Center hin

    ti -- kh ng phi t kha -- quyt nh cch thc v v tr hin th qung co ca bn. Chng

    t i s s dng th ng tin trong ngun cp d liu sn phm ny khi chng t i hin th danh sch

    c lin quan n tm kim ca khch hng trn Google tm kim v Google mua sm, do ,

    chng t i khuyn bn nn lu n cp nht ngun cp d liu sn phm ca mnh. Tm hiu thm

    v Ngun cp d liu sn phm Merchant Center.

    Chng t i cung cp hai cch qun l Qung co danh sch sn phm ca bn trong AdWords:

    Chin dch Mua sm - c xut

    Nu bn ang tm kim cch n gin v linh hot t chc v qung b khong kh ng qung

    co sn phm Google Merchant Center trong AdWords, chng t i khuyn bn nn s dng chin

    dch Mua sm qun l Qung co danh sch sn phm ca mnh. (Chin dch Mua sm hin

    c s n cho m t s nh qung co c gii hn. Chin dch ny s c cung cp ton cu trong

    vi thng ti.) Chin dch Mua sm cung cp cho bn c ng c tp trung vo bn l nhm v

    t gi thu trn cc sn phm bn mun cng nh c ng c bo co v o im chun mnh

    m theo di v ti u ha hiu sut.

    Tm hiu thm v cch chin dch Mua sm hot ng.

    Chin dch Qung co danh sch sn phm thng thng

    Bn s qun l Qung co danh sch sn phm ca mnh th ng qua ci t chin dch AdWords

    chun. Thay v s dng d liu Merchant Center bn trong AdWords t chc cc sn phm,

    nh vi chin dch Mua sm, bn s thit lp mc tiu sn phm kim sot nhng sn phm

    no c hin th cng vi qung co cho m t chin dch nht nh.

    Tm hiu thm v thit lp chin dch Qung co danh sch sn phm thng thng.

    Qung co danh sch sn phm tr ng nh th no

    Qung co danh sch sn phm s hin th m t tp hp sn phm c lin quan cho m t tm

    kim nht nh. Sn phm xut hin vi cc th ng tin b sung nh hnh nh sn phm, gi v tn

    ngi bn m kh ng cn bn phi to qung co duy nht cho mi sn phm bn bn. Giao din

    http://support.google.com/adwords/bin/answer.py?answer=2382952https://www.google.com/support/merchants/bin/answer.py?hl=vi&answer=188478https://support.google.com/adwords/answer/3455564http://support.google.com/adwords/answer/2382955https://support.google.com/adwords/answer/2456103

  • 32

    ca qung co c th thay i khi chng t i th nghim vi cc ty chn hin th tt nht cho

    nh dng ny.

    V d: di y l kt qu tm kim cho Qung co danh sch sn phm tr ng nh th no sau

    khi tm kim "bnh nu i c vng" trn Goolge:

    V tr Qung co danh sch sn phm xut hin

    Qung co danh sch sn phm xut hin trong h p ring ca qung co trn Google tm kim,

    ring bit vi qung co vn bn v trn Google mua sm ( cc quc gia c chn). Qung co

    danh sch sn phm c th xut hin cng lc vi qung co vn bn, m t Trang kt qu tm

    kim ca Google c th hin th c Qung co danh sch sn phm v qung co vn bn.

    V d:

    Nu bn bn giy ba l v c qung co vn bn cho dng c ma ba l v Qung co danh

    sch sn phm cho giy ba l, khch hng c th nhn thy c hai qung co ca bn trn

    cng m t Trang kt qu tm kim ca Google.

    Chng t i cho php Qung co danh sch sn phm xut hin cng lc vi qung co vn bn

    bi v chng t i mun cung cp cho ngi mua sm quyn truy cp vo ton b cc sn phm

    i snh vi tm kim ca h. Khi ngi mua sm tm kim mt hng thng mi trc tuyn, nh

    m t i giy, tr chi video hoc xe hi, h thng c gng xem tt c cc kh nng mua hng

    cho mt hng m h ang tm kim.

    Chng t i mun Qung co danh sch sn phm cung cp tt c cc bin th c th c s n cho

    mt hng , gip ngi mua sm tm thy mt hng ph hp nht trc khi nhp vo thc

    hin mua hng. iu ny gip nhng ngi bn nh bn kt thc bn hng cho tm kim ca

    khch hng c nhm mc tiu nhiu hn.

    Chi ph Qung co danh sch sn phm l bao nhiu

    Chng t i tnh ph nhp chu t ln Qung co danh sch sn phm ca bn trn c s gi mi

    nhp chut (CPC). V Qung co danh sch sn phm kh ng s dng t kha, bn s s dng

    cc thu c tnh trong ngun cp d liu sn phm Merchant Center ca mnh xc nh mc

    tiu sn phm. Sau , bn s t gi th u gi ti mi nhp chut (CPC)cho mc tiu sn

    http://support.google.com/adwords/answer/116495/?hl=vihttp://support.google.com/adwords/answer/116495/?hl=vihttp://support.google.com/adwords/answer/6326/?hl=vi

  • 33

    phm ca mnh. Cng ging nh cch t gi thu lm vic cho cc nh dng qung co

    AdWords, bn s ch tr s tin ti thiu cn thit nh bi v tr qung co thp hn v tr

    qung co ca bn v bn thng s tr t hn gi thu ti a ca mnh.

    Nguyn tc qung co dnh cho Qung co danh sch sn phm

    N i dung ca qung co, bao gm vn bn v hnh nh (c phn pht ng t th ng tin trong

    ti khon Merchant Center ca bn) phi tun th chnh sch ca chng t i.

    Lu

    Trng thi chnh sch Merchant Center m sn phm lin kt kh ng c c chuyn hng.

    Tuy nhin, bn c th s dng chuyn hng vi thu c tnh "adwords redirect" m chng ti

    s s dng khi s dng th ng tin sn phm ca bn hin th Qung co danh sch sn

    phm. Tm hiu thm v thu c tnh "adwords redirect".

    2.5. Thit lp chin dch Qung co danh sch sn phm th ng thng

    Khi bn quen vi Qung co danh sch sn phm v cch qung co ny hot ng, bn

    s n sng thit lp chin dch bt u qung b khong kh ng qung co sn phm ca mnh.

    C hai cch khc nhau qun l Qung co danh sch sn phm ca bn trong AdWords:

    Chin dch mua sm (c xut)

    Chin dch Qung co danh sch sn phm th ng thng

    Chin dch mua sm cho php bn s dng d liu sn phm Merchant Center ca mnh trong

    AdWords kim sot nhng sn phm no c hin th cng vi qung co ca bn cho m t

    chin dch nht nh. Ngc li, chin dch Qung co danh sch sn phm th ng thng cho

    php bn qun l qung co sn phm ca mnh th ng qua ci t chin dch AdWords chun.

    Bn s thit lp mc tiu sn phm kim sot nhng sn phm no c hin th cng vi

    qung co ca mnh. Di y, chng t i s cho bn thy cch thit lp chin dch Qung co

    danh sch sn phm th ng thng.

    M o

    Nu bn ang tm kim cch n gin v linh hot t chc v qung b khong kh ng

    qung co sn phm Google Merchant Center ca mnh trong AdWords, chng ti khuyn

    bn nn dng th chin dch Mua sm thay v chin dch Qung co danh sch sn phm

    th ng thng. Chin dch mua sm cung cp cho bn cc c ng c tp trung vo bn l

    nhm v t gi thu trn cc sn phm bn mun cng nh c ng c bo co v o im

    chun mnh m theo di v ti u ha hiu sut. Tm hiu thm v cch chin dch Mua

    sm hot ng.

    Chin dch mua sm hin c s n cho m t s nh qung co c gii hn. Chin dch ny s

    c cung cp ton cu trong vi thng ti.

    https://support.google.com/merchants/answer/188484http://support.google.com/merchants/bin/answer.py?hl=vi&answer=188479https://support.google.com/adwords/answer/2454022http://support.google.com/adwords/answer/2382955/?hl=vihttps://support.google.com/adwords/answer/3455564https://support.google.com/adwords/answer/3455564

  • 34

    Nhp vo m t trong cc phn sau bt u vi chin dch Qung co danh sch sn phm

    th ng thng ca bn:

    Lin kt cc ti khon Google Merchant Center v AdWords

    Thit lp chin dch Qung co danh sch sn phm thng thng

    To mc tiu sn phm

    Thit lp b lc sn phm

    Qun l ngun cp d liu sn phm Merchant Center ca bn

    Lu

    Qung co danh sch sn phm c s n cc quc gia sau: c, o, B, Braxin, Canada, C ng ha

    Sc, an Mch, Php, c, n , , Nht Bn, Mexico, H Lan, Na y, Ba Lan, Nga, Ty Ban Nha,

    Thy in, Thy S, Th Nh K, Vng quc Anh v Hoa K.

    Lin kt ti khon Google Merchant Center vi ti khon AdWords ca bn

    Qung co danh sch sn phm hin th, bn cn phi lin kt ti khon Google Merchant

    Center vi ti khon AdWords ca mnh. Google Merchant Center l c ng c gip bn ti ln

    danh sch sn phm c s dng cho Google mua sm, Qung co danh sch sn phm v

    Google Commerce Search. Bn c th lin kt nhiu ti khon AdWords vi m t ti khon

    Merchant Center.

    Di y l cch lin kt ti khon Merchant Center vi ti khon AdWords ca bn:

    1. Trong ti khon Merchant Center ca bn, hy nhp vo Ci t v sau nhp

    vo AdWords.

    2. Nhp ID khch hng AdWords. Bn c th tm ID khch hng u bt k trang AdWords

    no gn a ch email ca bn khi bn ng nhp.

    3. Nhp vo Thm.

    Bn cng s cn lin kt chin dch AdWords vi ti khon Merchant Center ca mnh. Chng t i

    s cho bn thy cch thc hin vic lin kt trong phn tip theo ca bi vit ny.

    Thit lp chin dch Qung co danh sch sn phm th ng thng

    To chin dch Qung co danh sch sn phm thng thng mi

    Khi bn lin kt ti khon Merchant Center vi ti khon AdWords ca mnh, bn

    s n sng thit lp chin dch Qung co danh sch sn phm th ng thng mi:

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

    2. Nhp vo tab Chin dch. Sau , nhp vo + Chin dch v chn Ch Mng tm kim.

    Qung co danh sch sn phm ca bn chy, chin dch ca bn phi c

    chn tham gia Mng tm kim ca Google v Qung co danh sch sn phm ch c

    s n trn Google tm kim v Google mua sm ( cc quc gia chn).

    https://support.google.com/partners/answer/answer.py?answer=2456103#LinkAccounthttps://support.google.com/partners/answer/answer.py?answer=2456103#CreateCampaignhttps://support.google.com/partners/answer/answer.py?answer=2456103#CreateTargetshttps://support.google.com/partners/answer/answer.py?answer=2456103#Filtershttps://support.google.com/partners/answer/answer.py?answer=2456103#product_feedhttp://google.com/merchantshttps://adwords.google.com.vn/http://support.google.com/adwords/bin/answer.py?hl=vi&answer=90956

  • 35

    3. Chn nt radio bn cnh "Qung co danh sch sn phm" trong phn loi chin

    dch ca trang. Nu bn khng thy ty chn Qung co danh sch sn phm, th c

    th l do ty chn ny c s n cho chin dch "Ch Mng tm kim".

    4. Cu n n phn "Tin ch m r ng qung co" ca trang v chn ti khon Merchant

    Center c lin kt kt hp vi chin dch ca bn. Nu khng c ti khon no

    c s n lin kt, bn cn phi quay li Merchant Center hon tt bc ny

    trc tin.

    5. Nu bn mun chin dch Mua sm bao gm cc sn phm c bn ca hng

    a phng v bn thit lp ngun cp d liu Sn phm a phng c xc

    minh trong Google Merchant Center, bn c th chn ty chn trong phn "knh

    mua sm" (ch kh dng Hoa K). Theo mc nh, chin dch Qung co danh sch

    sn phm c t thnh "Trc tuyn", c ngha l sn phm c bn trn trang

    web ca bn v c gi n Google Merchant Center bng ngun cp d liu Sn

    phm s hin th cng vi chin dch ny. Chn " a phng" nu bn mun chin

    dch ca mnh hin th cc sn phm a phng c bn ca hng thc t v

    c gi n Google Merchant Center bng ngun cp d liu Sn phm a

    phng. Chn c "Trc tuyn" v " a phng" hin th sn phm t c knh

    trc tuyn v knh mua sm a phng. Tm hiu thm v tnh kh dng a

    phng cho Qung co danh sch sn phm.

    6. Nhp vo Lu v tip tc.

    7. By gi, bn s to nhm qung co u tin ca mnh. Trong phn "To qung

    co", bn c ty chn nhp vn bn qung co cho qung co ca mnh. Vn bn

    qung co ny s xut hin cng vi bt k sn phm no c kt hp vi nhm

    qung co ny, do , hy m bo rng vn bn c lin quan n tt c cc sn

    phm m bn ang qung co. V d: gi s qung co ca bn l "Giao hng min

    ph cho n hng trn $50" v bn mun qung b sn phm cho giy Thng hiu

    X v Thng hiu Y. Phiu mua hng ny cn phi c lin quan n qung co danh

    sch sn phm ca bn bt k phiu mua hng hin th giy Thng hiu X hay

    Thng hiu Y.

    8. Tip theo, bn s thm mc tiu "Tt c sn phm" vo nhm qung co ca mnh

    theo mc nh. Bn c th thm nhiu mc tiu sn phm hn vo nhm qung

    co ny sau . (Bn s c thm v mc tiu sn phm trong phn tip theo ca

    bi vit ny).

    9. Nhp gi thu mc nh cho nhm qung co ny trong phn "Gi thu nhm

    qung co".

    10. Nhp vo Lu nhm qung co.

    To Qung co danh sch sn phm mi trong chin dch hin ti

    thit lp Qung co danh sch sn phm trong chin dch Qung co danh sch sn

    phm th ng thng hin ti, trc tin hy m bo rng chin dch c lin kt vi ti

    https://support.google.com/partners/answer/answer.py?answer=2456103#LinkAccounthttps://support.google.com/partners/answer/answer.py?answer=2456103#LinkAccounthttps://support.google.com/merchants/answer/3057972https://support.google.com/merchants/answer/3057972http://support.google.com/adwords/answer/6298/?hl=vihttps://support.google.com/partners/answer/answer.py?answer=2456103#LinkAccount

  • 36

    khon Merchant Center ca bn. Chng t i s cho bn bit cch kim tra xem chin dch

    ca bn c c lin kt vi ti khon Merchant Center trong cc bc sau kh ng.

    to Qung co danh sch sn phm trong chin dch hin ti:

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

    2. Chn chin dch ni bn mun to qung co.

    3. m bo rng chin dch c lin kt vi ti khon Merchant Center ca bn,

    hy nhp vo tab Tin ch m r ng qung co v chn Ch xem: Tin ch m

    r ng sn phm t trnh n th xung. Trong bng, bn s thy thng tin ti khon

    Merchant Center ca mnh. Nu bn khng thy ti khon Merchant Center ca

    mnh, hy thm ti khon bng cch nhp vo + Tin ch m r ng v chn ti khon

    ca bn t trnh n th xung "Chn tin ch m r ng". Sau , nhp vo Lu.

    4. Chn tab Nhm qung co.

    5. Nhp vo +Nhm qung co mi v t tn nhm qung co ca bn.

    6. Bn c ty chn nhp vn bn qung co cho qung co ca mnh. Vn bn

    qung co s xut hin cng vi bt k sn phm no c kt hp vi nhm qung

    co ny, do , hy m bo rng vn bn c lin quan n tt c cc sn phm m

    bn ang qung co. V d: gi s qung co ca bn l "Giao hng min ph cho

    n hng trn $50" v bn mun qung b sn phm cho giy Thng hiu X v

    Thng hiu Y. Phiu mua hng ny cn phi c lin quan n qung co danh sch

    sn phm ca bn bt k phiu mua hng hin th giy Thng hiu X hay Thng

    hiu Y.

    7. Tip theo, bn s thm mc tiu Tt c sn phm vo nhm

    qung co ca mnh theo mc nh. Bn c th thm nhiu mc tiu sn phm hn

    vo nhm qung co ny sau . (Bn s c thm v mc tiu sn phm trong

    phn tip theo ca bi vit ny)

    8. Nhp gi thu mc nh cho nhm qung co ny trong phn "Gi thu nhm

    qung co".

    9. Nhp vo Lu.

    C th mt n 12 gi k t khi bn cp nht ci t Qung co danh sch sn phm

    ca bn xut hin. Nu bn gi ngun cp d liu sn phm ln u tin, th c th mt

    n hai ngy lm vic xem xt cc ngun cp d liu mi.

    S dng cc knh mua sm qung b sn phm c bn c h ng a

    phng

    Theo mc nh, chin dch Qung co danh sch sn phm hin th qung

    co cho cc sn phm c bn t trang web trc tuyn. Nu bn mun

    chin dch ca mnh hin th cc sn phm c bn v tr ca hng

    thc t v bn xc minh ngun cp d liu Sn phm a phng

    c thit lp trong Google Merchant Center, th bn c th thay i ci

    https://adwords.google.com.vn/

  • 37

    t "knh mua sm" t tab ci t chin dch (ch kh dng Hoa K). Tm

    hiu thm v tnh kh dng a phng cho Qung co danh sch sn

    phm.

    Di y l cc knh mua sm bn c th s dng:

    Trc tuyn (y l ci t mc nh): Chn h p ny nu bn mun

    chin dch hin th cc sn phm c bn t trang web ca mnh.

    Cc sn phm trc tuyn c gi n Google Merchant Center

    bng ngun cp d liu Sn phm.

    a phng - Chn h p ny nu bn mun chin dch hin th cc

    sn phm c bn ca hng a phng. Sn phm a phng

    c bn ca hng thc t v c gi n Google Merchant

    Center bng ngun cp d liu Sn phm a phng. Google c th

    xc minh tnh chnh xc ca khong khng qung co ti ca hng

    trc khi hin th sn phm a phng.

    Trc tuyn v a phng - Chn c hai h p ny nu bn mun

    chin dch hin th sn phm t c knh a phng v knh trc

    tuyn.

    Thm v chnh sa knh mua sm a phng

    Lm ni bt Qung co danh sch sn phm ca bn bng th ng ip qung co

    Bn c th thm vn bn qung co vo Qung co danh sch sn phm nu

    bn mun lm ni bt th ng tin c bit p dng cho tt c cc sn phm bn

    ang nhm mc tiu trong m t nhm qung co c th. Nhng th ng ip ny

    kh ng nn c s dng di dng vn bn qung co, nhng thay vo s

    dng di dng cnh bo c th thc hin phn bit bn vi i th cnh

    tranh. Vn bn qung co c gii hn trong 45 k t v chn t kha s kh ng

    hot ng vi vn bn ny hoc vn bn th ng tin sn phm c cung cp ng

    t ti khon Merchant Center ca bn.

    m bo vn bn qung co ca bn p ng chnh sch AdWords v tiu chun

    bin tp v mc lin quan, r rng v chnh xc trnh mi s tr hon

    kh ng lng trc.

    M o

    Do vn bn qung co AdWords phi tri qua qu trnh xem xt, bn c th

    gp phi s chm tr trong vic cho khch hng nhn thy th ng ip ca

    mnh. Nu bn mun lm ni bt phiu mua hng c bit hoc khuyn mi

    giao hng vi Qung co danh sch sn phm ca mnh, hy cn nhc s

    dng m t trong cc ty chn sau thay v vn bn qung co AdWords:

    bit cc khuyn mi trc tuyn nh phiu mua hng c bit v gim

    gi, hy ng k tiMerchant Promotions.

    https://support.google.com/merchants/answer/3057972https://support.google.com/merchants/answer/3057972http://support.google.com/adwords/bin/answer.py?hl=vi&answer=74996https://support.google.com/adwordspolicy/answer/176095https://support.google.com/adwordspolicy/answer/176095https://support.google.com/adwordspolicy/answer/176098https://support.google.com/merchants/answer/3187865

  • 38

    bit cc khuyn mi c lin quan n giao hng, hy s dng thu c tnh

    giao hng trong ngun cp d liu sn phm ca bn.

    Di y l m t vi li thng gp nn trnh trong qung co ca bn:

    Khng s dng m khuyn mi c cc s 0 lin tip

    Khng vit hoa ton b t

    Khng s dng du chm than i

    Khng s dng k hiu hoc hnh dng

    V d:

    Vn bn qung co

    c

    php? L do

    S dng m phiu thng

    HALZ c gim $10 lc

    thanh ton

    c php vit hoa tt c ch ci

    trong m khuyn mi

    Chng ti l TT NHT!!

    Vn bn qung co cha vit hoa qu

    mc v du chm than i

    S dng m phiu thng

    Z00LZ tit kim 20%

    M khuyn mi c cha cc s 0 lin

    tip

    Giao hng min ph 1 ngy vi

    bt k ln mua hng no t

    $100 tr ln

    c php s dng cc s khng lin

    tip trong gi tr tin t

    Gi thp nht | Gim gi tt

    c cc sn phm

    Vn bn qung co cha k hiu

    Giao hng min ph cho n

    hng trn $50

    c php s dng k hiu la ($)

    ch gi tr tin t trong vn bn

    qung co

    Mua sn phm th hai

    c gim 50%

    c php s dng k hiu phn

    trm (%) trong vn bn qung co

    https://support.google.com/merchants/answer/160162https://support.google.com/merchants/answer/160162

  • 39

    Chng t i khuyn bn nn s dng vn bn qung co bao gm li ch c th cho

    khch hng tim nng nu h nhp vo qung co ca bn. Trnh s dng m t

    mp m hoc chung chung.

    Di y l m t vi v d v qung co sn phm km hu ch:

    m bo hi lng

    c chng nhn l nh bn l trang phc tt nht Vng vnh

    Gi thp, c m bo

    To mc tiu sn phm

    Mc tiu sn phm cho php bn chn nhng sn phm no iu kin hin th trn Qung

    co danh sch sn phm v mc tiu sn phm cng cho php bn t gi thu khc nhau trn

    cc tp hp sn phm khc nhau. Bn s cn t nht m t mc tiu sn phm chy Qung co

    danh sch sn phm v mc tiu sn phm cho chng t i bit bn mun qung co nhng sn

    phm no.

    Ban u, khi bn thit lp chin dch Qung co danh sch sn phm th ng thng hoc thm

    Qung co danh sch sn phm vo chin dch hin ti, mc tiu sn phm cho tt c cc sn

    phm trong ngun cp d liu sn phmc to theo mc nh. Bn c th to mc tiu sn

    phm b sung v qun l cc mc tiu ny t tab Mc tiu t ng m bn s thy khi bn lin

    kt ti khon Merchant Center vi chin dch ca mnh.

    Hiu mc tiu sn phm v t kha

    Thay v t kha, chin dch Qung co danh sch sn phm th ng thng s dng mc tiu sn

    phm xc nh thi im cc mc trong ti khon Merchant Center ca bn xut hin trn

    trang kt qu tm kim. Xc nh danh sch t kha cho nhm mc tiu ch ng s kh ng c

    bt k nh hng no n Qung co danh sch sn phm hoc mc tiu sn phm ca bn ti

    thi im ny. Tuy nhin, bn c th s dng t kha ph nh gii hn tm kim qung co

    no s hin th. C th p dng t kha ph nh cp nhm qung co hoc cp chin dch.

    S dng mc tiu sn phm "Tt c sn phm" (mc tiu sn phm mc nh)

    Bn c th to mc tiu sn phm "Tt c sn phm" s dng tt c cc sn phm trong ngun

    cp d liu sn phm Merchant Center nhm mc tiu qung co ca bn, nu bn kh ng

    cn ch nh m t tp hp con cc sn phm c th. Theo mc nh, mc tiu "Tt c sn phm"

    ny c to trong bt k nhm qung co mi no trong chin dch c ngun cp d liu

    Merchant Center c kt hp vi chin dch .

    S dng thu c tnh cng vi mc tiu sn phm xc nh tp hp cc sn phm

    Mc tiu sn phm c xc nh bng cch s dng thu c tnh c t trong ti khon

    AdWords v Merchant Center. Cc thu c tnh nh loi sn phm hoc iu kin sn phm, xc

    https://support.google.com/partners/answer/answer.py?answer=2382952http://support.google.com/adwords/answer/105671/?hl=vi

  • 40

    nh cc sn phm ca bn m t cch c o. Nu bn mun t gi thu khc cho nhm sn

    phm ring hoc ch t chc chin dch ca mnh vi nhm sn phm c th, th bn s cn phi

    to mc tiu sn phm bng cch s dng cc thu c tnh khc nhau m chng t i cho php.

    Bn c th xc nh cc nhm sn phm bng cch chn thu c tnh t ngun cp d liu

    Merchant Center v t gi tr m nhng thu c tnh cn phi c cho cc sn phm bn ch

    nh. Bn c th cn phi to thu c tnh b sung trong ngun cp d liu Merchant Center ca

    mnh s dng m t s ci t mc tiu sn phm. Khi bn xc nh nhm sn phm theo cch

    ny, Qung co danh sch sn phm trong nhm qung co s iu kin hin th cho bt k

    tm kim no ca khch hng c lin quan n cc sn phm m bn ch nh.

    Thu c tnh

    Di y l v d v cc thu c tnh bn c th s dng:

    id: T nh danh (id) cho tng sn phm trong ti khon Merchant Center ca bn.

    thng hiu: Thng hiu ca sn phm nh c ch nh trong ti khon Merchant

    Center ca bn. V d: Google.

    loi sn phm: Danh mc sn phm. V d: giy, giy cao gt hoc t lnh.

    iu kin: iu kin ca sn phm. V d: mi, s dng v tn trang li.

    nhm adwords: Nhm sn phm c xc nh ty chnh. Thu c tnh ny ch chp nhn

    m t gi tr cho mi sn phm. Bn c th to nhm ca ring mnh nu bn thy ph hp.

    V d v nhm ty chnh c th l cc nhm sn phm cho mi ma, mi nh thit k, mi

    nh sn xut, mi nm, mi m hnh, v.v...

    nhn adwords: Ging vi nhm adwords, nhng chp nhn ti a 10 gi tr. Bn c th

    nhm cc sn phm ca mnh thnh hai nhm ng thi khc nhau. V d: xe hi c

    nhm theo mu v theo nh sn xut.

    M o

    Nu chin dch ca bn ang s dng phng thc t gi CPC, chng t i khuyn bn nn s

    dng nhn adwords.

    Cch thit lp mc tiu sn phm ca bn

    Di y l cch to mc tiu sn phm:

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

    2. Chn chin dch ni bn mun to mc tiu ca mnh.

    3. Nhp vo tab Mc tiu t ng.

    4. Nhp vo Thm mc tiu sn phm.

    5. Chn nhm qung co bn mun to mc tiu sn phm.

    6. Chn ti a ba thu c tnh sn phm v nhp gi tr tng ng ca ba thu c tnh . Cc

    gi tr ny phi khpchnh xc vi gi tr trong ngun cp d liu Merchant Center, nu

    khng qung co ca bn s kh ng iu kin hin th cho nhng mc tiu ny.

    7. Nhp vo Lu.

    https://adwords.google.com.vn/

  • 41

    M o

    Bn c th thm nhiu mc tiu sn phm vo mi nhm qung co ca mnh. Bn nn

    xem xt lm nh vy nu bn mun c cc th ng ip khuyn mi khc nhau cho mi

    mc tiu sn phm.

    Ging nh gi thu v tr v gi thu cp t kha duy nht, bn c th t gi thu cho

    cc mc tiu sn phm ca mnh. iu ny s cho php bn ch nh s tin bn mun

    tr khi khch hng nhp vo Qung co danh sch sn phm c kch hot bi m t

    mc tiu c th. Bn c th c thm v mc tiu sn phm v gi thu trong phn tip

    theo.

    Mo thit lp chin dch Qung co danh sch sn phm th ng thng ca bn

    Ty thu c vo mc tiu chin dch, bao gm chin lc t gi thu v nhu cu gi th ng ip

    khuyn mi, iu ny c th gip thit lp chin dch Qung co danh sch sn phm th ng

    thng theo nguyn tc nht nh.

    Thit lp chin dch Qung co danh sch sn phm th ng thng da trn chin lc t

    gi th u v nhu c u gi th ng ip

    Chin lc t

    gi th u

    Nhu c u gi thng

    ip

    Phng php tip cn c xut

    t gi thu

    cng m t s

    tin cho tt c

    cc sn phm

    Kh ng c th ng ip

    khuyn mi hoc m t

    th ng ip cho tt c

    cc sn phm ca bn

    1. To m t nhm qung co.

    2. To m t mc tiu sn phm c t trn

    "Tt c sn phm" (c bt theo mc nh

    trong khi to nhm qung co).

    3. To m t qung co danh sch sn phm.

    t gi thu

    cng m t s

    tin cho tt c

    cc sn phm

    Th ng ip khuyn mi

    khc nhau cho tp hp

    sn phm khc nhau

    1. To nhiu nhm qung co.

    2. i vi mi nhm qung co, hy to m t

    b mc tiu sn phm vi m t mc tiu

    sn phm cho mi b .

    3. To qung co danh sch sn phm tng

    ng cho mi nhm qung co cng vi

    th ng ip khuyn mi.

    4. S dng cng gi thu hoc tin hoa hng

    cho mi nhm qung co.

    Gi thu khc

    nhau cho tp

    hp cc sn

    phm khc

    nhau

    Kh ng c th ng ip

    khuyn mi hoc m t

    th ng ip cho tt c

    cc sn phm ca bn

    Merchant Center:

    Thit lp d liu ngun cp d liu trong

    ti khon Merchant Center ca bn xc

    nh cc nhm sn phm (chng hn nh

    theo thng hiu, danh mc, v.v...).

    AdWords:

    1. To m t nhm qung co.

  • 42

    2. Trong nhm qung co, hy to cc mc

    tiu sn phm nh nhau i snh tt c

    cc tp hp sn phm khc nhau vi gi

    thu (CPC) ring bit bn mun.

    3. Thu c tnh mc tiu sn phm: Hy s

    dng thu c tnh iu kin, thng

    hiu, loi sn phmhoc nhn adwords

    to cc mc tiu sn phm khc nhau.

    4. To t nht m t qung co danh sch sn

    phm tng ng cho nhm qung co.

    Gi thu khc

    nhau cho tp

    hp cc sn

    phm khc

    nhau

    Th ng ip khuyn mi

    khc nhau cho tp hp

    sn phm khc nhau

    Merchant Center:

    Thit lp d liu ngun cp d liu trong

    ti khon Merchant Center ca bn xc

    nh cc nhm sn phm (chng hn nh

    theo thng hiu, danh mc, v.v...).

    AdWords:

    1. To nhiu nhm qung co.

    2. To m t mc tiu sn phm cho mi nhm

    qung co c qung co danh sch sn

    phm tng ng vi th ng ip khuyn

    mi.

    3. Thu c tnh mc tiu sn phm: Hy s

    dng thu c tnh iu kin, thng

    hiu, loi sn phmhoc nhn adwords

    to cc mc tiu sn phm khc nhau.

    4. Cho bit gi thu hoc tin hoa hng ca

    bn cho mi mc tiu sn phm m bn

    xc nh.

    M o

    Nu bn ang trin khai CPC, chng t i khuyn bn nn s dng thu c tnh nhn

    adwords v thu c tnh ny linh hot hn.

    Thc tin tt nht v t gi th u

    Di y l m t vi mo gip bn bt u vi t gi thu cho chin dch Qung co danh

    sch sn phm th ng thng ca mnh:

    Nu bn ang s dng t gi th u gi ti mi nhp chut (CPC ti ), hy th

    t cng m t gi thu CPC ti a m bn s dng cho qung co vn bn hin ti v sau

    xem cch Qung co danh sch sn phm hot ng.

    Bn c th thay i gi thu thng xuyn nh bn mun. Tuy nhin, xem xt t s tin

    gi thu v sau xem cch Qung co danh sch sn phm hot ng. Khi bn thu

    thp d liu, bn c th xc nh mc sinh li ca mc tiu sn phm vi gi thu

    hin ti ca chng. Sau , bn c th iu chnh gi thu ph hp.

    http://support.google.com/adwords/answer/6326/?hl=vi

  • 43

    Thay i gi thu cho nhiu mc tiu cng m t lc trn tab Mc tiu t ng. Trc

    tin, hy chn h p kim bn cnh bt k mc tiu no bn mun thay i. Sau , nhp

    vo trnh n Chnh sa v chn Thay i gi th u CPC ti , Thay i CPA

    % hoc Thay i URL ch.

    S dng b lc sn phm hn ch cc sn phm trong ti khon Merchant Center ca

    bn xut hin vi qung co

    B lc sn phm l cch bn xc nh sn phm no trong ti khon Merchant Center c th

    xut hin cho Qung co danh sch sn phm ca mnh. Theo mc nh, chng t i s i snh

    tm kim ca mi ngi vi cc sn phm c lin quan t ton b ngun cp d liu sn phm

    Merchant Center ca bn. Tuy nhin, nu bn to b lc sn phm cho nhm sn phm nm

    trong ngun cp d liu sn phm ca bn, th chng t i s ch hin th sn phm t ngun cp

    d liu sn phm ca bn, l sn phm ph hp vi b lc bn to trong Qung co danh

    sch sn phm.

    V d:

    Gi s chin dch ca bn c lin kt n ti khon Merchant Center m t giy chy b ,

    qun o n, sch v m t lot cc thit b gia dng. Cng gi s bn phn loi ng cc sn

    phm ca mnh bng cch s dng thu c tnhloi sn phm .

    i vi chin dch ny, bn ch mun qung co sn phm ca mnh bao gm sn phm t

    ngun cp d liu nm trong danh mc "Qun o dnh cho n", do , b lc sn phm ca

    bn s phi l: loi sn phm l "Qun o dnh cho n". Khi b lc sn phm ny c t,

    ch cc mc qun o dnh cho n mi iu kin hin th trn Qung co danh sch sn

    phm.

    Cch thit lp b lc sn phm

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

    2. Chn chin dch ni bn mun thm b lc sn phm.

    3. Chn tab Tin ch m rng qung co. Chn Tin ch m rng sn phm t trnh

    n th xung "Ch xem" bn trn bng thng k.

    4. Nu bn c ti khon Merchant Center c kt hp vi chin dch ca mnh, hy

    nhp vo mc nhp ca ti khon trong bng thng k chnh sa ti khon. Nu

    khng, hy nhp vo "Tin ch m r ng mi" bt u.

    5. Chn h p B lc trong bng iu khin s xut hin.

    6. Chn ti a 10 cu lnh "OR" lm yu cu xc nh nhng sn phm no t ngun

    cp d liu ca bn iu kin xut hin trong cc qung co trong chin dch ny.

    Bn c th ch nh ti a 5 iu kin trong mi cu lnh "OR".

    7. Nhp vo Lu.

    https://support.google.com/merchants/bin/answer.py?hl=vi&answer=160081https://adwords.google.com.vn/

  • 44

    M o

    Cc gi tr bn nhp trong iu kin phi khp chnh xc vi thu c tnh ngun cp d liu

    Merchant Center, nu kh ng iu kin s kh ng i snh vi bt k sn phm no v

    Qung co danh sch sn phm s khng phn pht cho chin dch ny.

    t tn c ng ty c hin th trong qung co ca bn

    Tn c ng ty hin th trong qung co ca bn c xc nh trong ti khon Merchant

    Center lin kt ca chin dch.

    Bn c th thay i tn c ng ty cho ti khon Merchant Center ca mnh trong Ci t >

    Chung > Tn cng ty hoc t chc (Bt buc).

    Tm hiu thm v ci t ny v nguyn tc v tn cng ty ca Merchant Center.

    Qun l ngun cp d liu sn phm Google Merchant Center ca bn

    Ngun cp d liu sn phm Merchant Center ca bn cha cc nhm thu c tnh c s dng

    m t nhng sn phm nh danh mc, loi sn phm, thng hiu, tnh trng, ID mt hng

    v nhn AdWords. Chng t i s dng nhng thu c tnh xc nh Qung co danh sch sn

    phm iu kin hin th, do iu quan trng l n i dung ngun cp d liu Merchant

    Center chnh xc v cp nht.

    Bn c th thy th ng bo mi nht v thit lp v duy tr ngun cp d liu sn phm ca mnh

    trong Trung tm tr gip Merchant Center. Di y l m t vi bi vit hu ch nht:

    To ngun cp d liu - Tm hiu cch to v gi d liu sn phm n Merchant Center

    c im ngun cp d liu sn phm - Nhn danh sch thu c tnh bn cn cung cp, theo

    quc gia mc tiu cho cc sn phm ca bn c lit k trong Google mua sm.

    Cung cp d liu cht lng cao: Kim tra d liu sn phm m bn gi n ngun cp d

    liu sn phm ca mnh m bo d liu c cht lng cao -- mi, chnh xc v ton

    din.

    Tm tt yu cu thu c tnh: Kim tra ngun cp d liu sn phm ca bn m bo rng

    chng ang s dng thu c tnh bt bu c.

    Chnh sch Google mua sm: m bo d liu sn phm ca bn p ng chnh sch cho

    Google mua sm.

    G ri ngun cp d liu: Tm cu tr li cho cc vn c th bn c th gp phi khi s

    dng ngun cp.

    Trng thi sn phm ca ti: m bo sn phm ca bn c gn nhn hot ng.

    Thc tin tt nht cho ngun cp d liu sn phm Merchant Center

    Sau y l m t s mo gip m bo rng ngun cp d liu sn phm ca bn c

    thit lp chnh xc:

    http://www.google.com/support/merchants/bin/answer.py?hl=vi&answer=160556https://support.google.com/merchantshttps://support.google.com/merchants/answer/188478https://support.google.com/merchants/answer/188494https://support.google.com/merchants/answer/188489https://support.google.com/merchants/answer/1344057https://support.google.com/merchants/answer/188484https://support.google.com/merchants/answer/188476https://support.google.com/merchants/answer/160491

  • 45

    Thit lp thu c tnh ca bn

    Kim tra ngun cp d liu sn phm ca bn m bo rng chng ang s dng

    thu c tnh bt bu c. Tm hiu thm v cc yu cu thu c tnh ca chng ti.

    Kim tra cht lng ca cc d liu sn phm ca bn

    Kim tra d liu sn phm m bn gi n ngun cp d liu sn phm ca mnh

    m bo d liu c cht lng cao -- mi, chnh xc v ton din. c tng v cch

    bn c th ci thin cht lng d liu ca mnh, hy ng nhp vo ti khon Merchant

    Center ca bn v xem xt cht lng d liu v th ng tin ngun cp d liu ca bn.

    c thm v cht lng d liu ca bn.

    Kim tra sn phm trong ngun cp d liu sn phm ca bn

    Sn phm trong ngun cp d liu sn phm ca bn phi c gn nhn "hot ng"

    hin th Qung co danh sch sn phm. Tm hiu thm v sn phm "hot ng".

    Truy cp Trung tm tr gip Merchant Center tm hiu cch g ri ngun cp d liu.

    S dng tr ng Merch nt Center xem xt thng tin sn phm ca bn

    Trang Merchant Center trong AdWords cung cp cho bn quyn truy cp "ch c" vo

    d liu sn phm cho tt c cc ti khon Merchant Center c lin kt vi ti khon

    AdWords ca bn. T trang Merchant Center, bn c th thy th ng tin nh trng thi

    ngun cp d liu sn phm v cht lng th ng tin sn phm, c th c s dng

    ci thin Qung co danh sch sn phm.

    Lu

    Nu bn qun l bt k ti khon Merchant Center no xut hin trn trang Merchant

    Center ca bn, bn phi ng nhp vo ti khon Merchant Center ca bn thc

    hin mi thay i th ng tin sn phm. Nu bn kh ng qun l bt k ti khon

    Merchant Center no xut hin trn trang Merchant Center ca bn, bn s cn phi

    lin h vi ch s hu ca mi ti khon Merchant Center v yu cu h thay i

    th ng tin sn phm.

    bt u, nhp vo trnh n th xung Cng c v phn tch ri nhp vo Google

    Merchant Center. Bn s thy m t bng vi cc c t sau y:

    Tn ca hng Merchant Center Danh sch tt c tn ca hng Merchant Center

    c lin kt vi ti khon AdWords ca bn.

    Tng s cc mc ng hot ng trong qung co sn phm: S lng sn

    phm ang hot ng trong tng ca hng Merchant Center. Hot ng c ngha l

    sn phm c gi v c chp nhn trong Merchant Center. Nu sn phm

    c gi gn y, sn phm c th cha c x l hon ton v cha iu kin

    xut hin trong Qung co danh sch sn phm ca bn.

    https://support.google.com/merchants/answer/1344057https://support.google.com/merchants/answer/188489https://support.google.com/merchants/answer/160491

  • 46

    Nhp vo lin kt cho mi tn ca hng xem th ng tin sn phm chi tit hn. Khi bn

    nhp vo lin kt, bn s thy tab Trang tng quan v tab Sn phm. c cc phn bn

    di tm hiu thm v nhng th ng tin m bn s thy trn mi tab.

    Tab Trang tng quan

    Trn tab Trang tng quan, bn s thy ba phn cho bn bit d liu chi tit hn v sn

    phm. Cc phn l tnh trng d liu, ngun cp d liu v tn hiu cht lng d liu.

    Tnh trng d liu

    Biu "Tnh trng d liu" cho bn bit liu sn phm ca bn c iu kin xut

    hin hoc hin c ang xut hin chnh xc trong Qung co danh sch sn phm ca

    bn kh ng. Trong biu , bn s thy s lng sn phm ang hot ng, ang ch

    xem xt hoc b t chi. Di y l nh ngha ca tng trng thi sn phm:

    Hot ng c ngha l sn phm c gi v c chp nhn trong Merchant

    Center. Nu sn phm c gi gn y, sn phm ny c th cha iu kin

    xut hin vi Qung co danh sch sn phm. Hy lu rng bn phi to Qung

    co danh sch sn phm qung co ca bn xut hin.

    ng ch xem xt c ngha l chng t i ang xem xt sn phm m bo rng

    sn phm tun th chnh sch ca chng t i trc khi chp nhn sn phm vo

    Merchant Center. c thm v chnh sch ca chng ti.

    B t chi c ngha l sn phm b t chi v khng hot ng trong kt qu tm

    kim. Ni cch khc, sn phm kh ng iu kin xut hin vi Qung co danh

    sch sn phm ca bn.

    Ngun cp d liu

    Bng "Ngun cp d liu" cho bn bit danh sch ngun cp d liu c cp nht gn

    y nht cho sn phm ca bn, bao gm ngy v trng thi ti ln gn y nht. Trong

    bng ny, bn s thy tn tp ngun cp d liu, ngy ngun cp d liu c ti ln mi

    nht v s lng sn phm c a vo. c thm v ngun cp d liu.

    Tn hiu cht lng d liu

    Bng "Tn hiu cht lng d liu" cho bn bit cht lng ca d liu sn phm cho m t

    nh bn l nht nh. Trong bng ny, bn s thy cc loi li v t l phn trm cng

    nh s ln li xy ra trong qu trnh phn tch d liu sn phm cui cng ca chng t i.

    Trong Merchant Center, chng t i phn loi cc li ny thnh cc mc da trn

    nghim trng ca li. Nu bn thy s lng li ln, bn c th mun lin h vi Google

    Merchant Center ca mnh tm hiu xem y c l nhng li nghim trng kh ng. c

    thm v tng loi li.

    https://support.google.com/merchants/answer/160491https://support.google.com/merchants/answer/188484https://support.google.com/merchants/answer/188478https://support.google.com/merchants/answer/1680021https://support.google.com/merchants/answer/1680021

  • 47

    Tab Sn phm

    Trn tab Sn phm, bn s thy m t bng trnh by danh sch cc sn phm nm trong

    ti khon Merchant Center bn chn.

    Trong bng ny, bn s thy nhiu th ng tin khc v tng sn phm, bao gm tnh trng

    sn phm, quc gia mc tiu v ng n ng ca sn phm. Trong c t "Qung co sn

    phm", cc biu tng s cho bn tng xem sn phm c iu kin xut hin

    trong Qung co danh sch sn phm ca bn kh ng. Di y l ngha ca tng biu

    tng:

    Du chn mu xanh l cy c ngha l sn phm ang hot ng v iu kin

    xut hin trong qung co sn phm ca bn.

    ng h ct mu vng c ngha l sn phm ang c xem xt m bo sn

    phm tun th chnh sch ca chng ti.

    Hnh trn mu c ngha l sn phm b t chi.

    Bn cng c th lc cc sn phm theo trng thi sn phm bng cch nhp vo trnh

    n th xung "Trng thi" (theo mc nh s l "C th tm kim") v chn trng thi

    bn mun lc. Di y l nh ngha ca tng trng thi sn phm:

    Hot ng c ngha l sn phm c gi v c chp nhn trong Merchant

    Center.

    C th tm kim c ngha l Merchant Center v AdWords x l sn phm v

    sn phm c iu kin xut hin trong Qung co danh sch sn phm.

    Khng hot ng c ngha l chng t i ang xem xt sn phm m bo sn

    phm ny tun th chnh sch ca chng ti hoc sn phm b t chi v khng

    hot ng trong kt qu tm kim. c thm vchnh sch ca chng ti.

    Lu

    Khi bn lc cc sn phm, c th c cc sn phm m bn c th kh ng mong i

    xem cho m t tnh trng c th. l do c th phi mt vi gi th nhng cp nht

    mi nht cho th ng tin sn phm ca bn mi xut hin trong bng.

    Khi bn xem xt th ng tin sn phm trong bng, bn c th nhp vo lin kt cho sn

    phm v xem thm th ng tin nh RL, chi tit k thut v sn phm v ngun cp d

    liu v bt k thu c tnh sn phm no c thm vo Merchant Center. Sau , bn

    c th s dng th ng tin ny kim tra cc thu c tnh ca nhiu sn phm khc nhau

    trong ngun cp d liu Merchant Center ca bn. Hy lu rng nhng thu c tnh ny

    tc ng n cch bn to cc nhm sn phm cho Qung co danh sch sn phm ca

    mnh.

    2.6. S dng qung co tm kim ng

    https://support.google.com/merchants/answer/160491https://support.google.com/merchants/answer/188484

  • 48

    Mc d hu ht qung co tm kim u s dng t kha xc nh thi im qung co hin

    th trn Google tm kim, Qung co tm kim ng khc im chng kh ng s dng t kha.

    Thay vo , Qung co tm kim ng t ng hin th qung co da trn n i dung trang web

    ca bn. iu ny c ngha l bn kh ng phi chn t kha, hy th ng bo cho chng t i bit khi

    bn thm trang vo trang web hay g trang xung hoc to qung co cho tng trang sn phm

    trn trang web ca mnh. Ti sao Qung co tm kim ng hu ch? Qung co tm kim ng

    d duy tr, c t ng to, c th gip bn nhn c thm lu lng truy cp v bn kh ng

    phi to danh sch t kha di.

    Ai nn s dng Qung co tm kim ng

    Di y l m t s v d v loi hnh doanh nghip ph hp cho s dng Qung co tm kim

    ng:

    Trang web ca bn c nhiu sn phm hay dch v khc nhau.

    Bn cung cp danh sch cc dch v hoc sn phm thng xuyn thay i.

    Bn bn dng sn phm theo ma v hoc sn phm bn ra theo ma v khc.

    Mun bit Qung co tm kim ng c tc dng cho cc doanh nghip khc nh th no?

    Bn c th xem cc nghin cu in hnh sau y tm hiu xem Qung co tm kim ng c

    tc dng cho cc doanh nghip ny nh th no:

    Holiday Check

    Qoo10

    Soft32

    Ai khng nn s dng Qung co tm kim ng

    Qung co tm kim ng c th kh ng phi l loi chin dch tt nht cho m t s doanh nghip

    nht nh. Di y l m t s v d v cc doanh nghip nh vy:

    r ng web sn phm v u tng c th t y chnh. H thng Qung co tm kim ng

    s dng n i dung t trang web nhm mc tiu qung co ca bn. i vi nhng trang

    web bn sn phm c th ty chnh hoc sn phm c bit, h thng c th gp kh khn

    trong vic i snh qung co ca bn vi cm t tm kim c lin quan nht. V d: hy

    tng tng trang web ca bn bn o ph ng, chn v p phch c nh ca nhng ch ch

    con. By gi, gi s ai mun nu i m t ch ch con v tm kim ch con trn Google. Bn

    c th kh ng mun hin th qung co ca mnh cho ngi ny do c kh nng ngi ny

    s kh ng quan tm n nhng g bn ang qung co.

    r ng web so snh mu sm v tr ng web c n v lin kt. Ni chung, cc trang web

    hin th cho khch hng m t danh sch cc sn phm hoc dch v khc t cc nh bn l

    trc tuyn v hng lu lng truy cp n trang web ca bn th ba kh ng ph hp cho

    Qung co tm kim ng.

    https://storage.googleapis.com/support-kms-prod/SNP_A9FDD4D92EA2A32DD341807F7911B06E9216_3248210_en_v0https://storage.googleapis.com/support-kms-prod/SNP_A9FDD4D92EA2A32DD341807F7911B06E9216_3248216_en_v0https://storage.googleapis.com/support-kms-prod/SNP_A9FDD4D92EA2A32DD341807F7911B06E9216_3248185_en_v0

  • 49

    r ng web c u i h ng ng y. Trang web c u i hng ngy kh ng ph hp nht cho

    Qung co tm kim ng. Tuy nhin, chng t i ang lm vic lm cho Qung co tm

    kim ng ph hp hn cho cc trang web c u i hng ngy trong tng lai.

    Mt s tr ng web nh nht nh. Cc trang web c s lng trang ch nh (v d: nh

    hn m t vi trm) kh ng ph hp cho Qung co tm kim ng.

    Ti s o li s dng Qung co tm kim ng

    Di y l m t s li ch ca vic s dng Qung co tm kim ng:

    Tit kim thi gian. Bn khng cn phi sp xp t kha, gi thu v vn bn qung co

    cho tng sn phm trn trang web ca mnh na. Thay vo , chng t i s s dng ch

    mc tm kim khng phi tr tin ca Google cho trang web ca bn xc nh nhng tm

    kim no c th c lin quan n cc sn phm trn trang web ca bn.

    Hin th qung co c lin quan. Khi tm kim ca khch hng c lin quan n sn phm

    hoc dch v ca bn, chng ti s to ng qung co vi dng tiu bao gm cc t t

    cm t tm kim ca khch hng v trang ch trong qung co.

    Kim sot chin dch ca bn. Bn c th hin th qung co da trn ton b trang web

    ca mnh hoc cc danh mc hay trang c th. Hoc ngn kh ng cho qung co hin th

    cho cc sn phm tm thi ht hng.

    Ginh thm lu lng truy cp Qung co tm kim ng c th gip bn nhn c lu

    lng truy cp b sung v doanh thu bng cch qung b doanh nghip ca bn n nhiu

    khch hng hn bn c th tip cn bng chin dch c nhm mc tiu theo t kha.

    Cch qung co tm kim ng lm vic

    Thay v t kha, chng t i s dng n i dung t tn min trang web ca bn nhm mc tiu

    qung co cho tm kim. lm nh vy, chng t i s dng ch mc tm kim kh ng phi tr tin

    ca Google cho trang web ca bn xc nh nhng tm kim no c th c lin quan n cc

    sn phm v dch v c cung cp trn trang web ca bn. iu ny c ngha l chng t i

    kh ng thu thp th ng tin trang web ca bn ring l. Bn cho chng t i bit liu tt c cc trang

    hay ch cc phn c th s c s dng nhm mc tiu qung co ca bn bng cch to

    mc tiu qung co ng. Mc tiu qung co ng c th l ton b trang web ca bn hoc

    cc phn c th, chng hn nh sau:

    Cc trang thu c v cc danh mc c th

    Cc trang c tiu cha cc t nht nh

    Cc trang c URL cha cc chui vn bn nht nh

    Cc trang cha cc t nht nh

    Khi chng t i tm thy tm kim ph hp vi mc tiu qung co ng ca bn, chng t i s to

    dng tiu vn bn qung co c RL ch lin kt n trang ph hp nht trong trang web

    ca bn. Dng tiu l m t t hp ng to bi cc t c ly t cm t tm kim v n i dung

  • 50

    ca trang ch c chn cho qung co. Phn cn li ca qung co l mu m bn vit khi

    thit lp hoc chnh sa chin dch ca mnh.

    V d

    Qung co vi Google dng tiu c to ng

    www.adwords.google.com.vn mu qung co do bn vit

    Mun c kt qu nhanh chng?

    To chin dch qung co ca bn ngay hm nay!

    Qung co tm kim ng v ti khon ca bn

    Mc d Qung co tm kim ng thay i cch qung co c nhm mc tiu cho tm kim,

    chng kh ng tc ng n cch qung co c xp hng, hiu sut ca qung co da trn t

    kha hay mc kim sot bn c i vi ti khon ca mnh.

    Cng mt xp hng. Khi tham gia u gi, xp hng ca qung co tm kim ng c

    xc nh ging nh qung co da trn t kha. Xp hng ny da trn gi thu gi mi

    nhp chu t (CPC) ti a m bn xc nh cho mc tiu qung co ng v im cht

    lng ca qung co tm kim ng s dng cng m t cch tnh c s dng vi cc

    qung co tm kim khc. Gi cho m t nhp chu t da trn im cht lng v Xp hng

    qung co ngay di qung co ca bn, cng ging nh cc qung co tm kim khc.

    Hot ng cng vi cc chin dch da trn t kha ca bn. Qung co tm kim ng

    ca bn s khng hin th khi cm t tm kim ca khch hng i snh chnh xc vi m t

    trong nhng t kha ca bn (iu ny p dng cho tt c cc ti khon v chin dch da

    trn t kha s dng cng m t tn min nh chin dch Qung co tm kim ng). Tuy

    nhin, chng ti c th hin th qung co tm kim ng ca bn thay v qung co c

    nhm mc tiu theo t kha khi cm t tm kim ca khch hng l i snh r ng hoc i

    snh cm t vi m t trong nhng t kha ca bn v khi qung co tm kim ng ca bn

    c im cht lng cao hn. Ngoi ra, hiu sut ca Qung co tm kim ng s khng

    nh hng n qung co da trn t kha v ngc li v chng ti x l lch s ca

    Qung co tm kim ng ring bit vi cc qung co khc ca bn.

    Bn s vn nm quyn kim sot. Vi Qung co tm kim ng, bn kim sot cc mc

    tiu qung co ng, mu qung co, gi thu v ngn sch ca mnh. Bn c th s

    dng t kha ph nh, nh min ph hoc tr li, ging nh vi cc chin dch truyn

    thng trnh hin th qung co khng chuyn i thnh bn hng trn cc tm kim.

    ng thi, bn c th ngn chn qung co khi cc t hoc cm t c th xut hin trn

    trang, nh tm thi ht hnghoc bn ht, khi bn thm loi tr mc tiu qung co ng

    chn cc trang cha nhng t ny.

    https://support.google.com/adwords/bin/answer.py?answer=6111https://support.google.com/adwords/bin/answer.py?answer=140351https://support.google.com/adwords/bin/answer.py?answer=140351https://support.google.com/adwords/bin/answer.py?hl=vi&answer=87411https://support.google.com/adwords/bin/answer.py?hl=vi&answer=105671

  • 51

    Bn s nhn bo co y . Bn c th xem bo co cm t tm kim bit mi ngi

    tm kim nhng t kha no khi h nhp vo qung co ca bn v xem cc dng tiu

    ng cng nh trang ch chn cho cc cm t tm kim . Bn cng c th xem

    bo co danh mc bit cc danh mc khc nhau trn trang web ca mnh hot ng

    nh th no. Ngoi ra, bn c th thy t l nhp trung bnh, gi mi nhp chu t v d liu

    chuyn i cho qung co ca mnh.

    Hot ng vi tin ch m rng qung co. Bn c th bao gm bt k tin ch m rng

    qung co no ca chng ti cng vi Qung co tm kim ng ca bn, hin th cho

    khch hng thng tin doanh nghip b sung nh nhiu lin kt trang web hn chng hn.

    2.7. To mc tiu cho Qung co tm kim ng

    hin th Qung co tm kim ng ca bn cho khch hng, chng t i s s dng mc tiu

    qung co ng m bn to da trn n i dung trang web ca bn. Bn c th thit lp mc tiu

    qung co ng tng th bao gm tt c cc trang trong tn min ca trang web ca bn. Chng

    t i cng s hin th cho bn 10 ch da trn n i dung trang web ca bn (c gi l "danh

    mc") m bn c th mun xem xt khi nhm mc tiu qung co ca mnh. Bn cng c th to

    cc loi mc tiu qung co ng b sung hoc chn cc trang bng loi tr mc tiu qung co

    ng.

    Thc hin theo cc bc trong ti khon ca bn

    Nhp vo lin kt ny chuyn n ti khon ca bn v xem hng dn. Chng ti s hng

    dn bn qua tng bc thm mc tiu t ng vo chin dch qung co tm kim ng ca

    bn.

    Hoc bn c th c cc hng dn bn di.

    http://support.google.com/adwords/answer/2393094http://support.google.com/adwords/answer/2393094

  • 52

    Cc cch nhm mc tiu

    Qung co tm kim ng t ng hin th qung co da trn n i dung trang web ca bn. iu

    ny ngha l thay v t kha, chng t i s dng mc tiu qung co ng hin th qung co

    ca bn cho khch hng. Vi mc tiu qung co ng, bn c th chn tt c hoc tp hp con

    cc trang trong tn min ca trang web s c s dng nhm mc tiu qung co ca bn

    n khch hng. iu quan trng cn phi nh l Qung co tm kim ng s dng trang ch

    t tn min trang web ca bn c lp ch mc trong ch mc tm kim kh ng phi tr tin ca

    Google.

    Di y l nm loi mc tiu qung co ng m bn c th s dng tinh chnh cch chng

    t i s hin th qung co ca bn:

    Tt c cc trang web: Mi trang n trong tn min ca trang web ca bn.

    V d:

    Gi s bn c trang web v in t, www.electronicsexample.com.

    nhm mc tiu tt c cc trang trn www.electronicsexample.com, hy chn

    nt Thm tt c cc trang web t phn "Thm mc tiu qung co ng" ca tab Mc

    tiu t ng. Sau , nhp vo Lu.

    Danh mc: H thng Qung co tm kim ng s dng ch mc tm kim khng phi tr

    tin ca Google cho trang web ca bn xem ch ca n i dung trang web. Khi h

    thng ca chng ti nhn dng cc ch ny, chng ti to "danh mc" m bn c th

    nhm mc tiu. Vic nhp danh mc ca chnh bn thay v chn t danh mc ca AdWords

    c th ngn chn h thng nhm ng mc tiu n cc phn ca trang web ca bn. l

    do h thng ca chng ti cn i snh trang ch t trang web ca bn vi cc danh mc

    m bn to v i khi c th kh khn cho h thng ca chng t i hiu cc danh mc

    m bn to.

    V d:

    Gi s bn c trang web v in t c t chc thnh cc phn cho cc thit b khc

    nhau, h thng Qung co tm kim ng no c th xc nh l cc danh mc khc

    nhau nh "my nh", "tivi" v "video". Bn cng c th xem cc danh mc ph trong

    mi danh mc nh "ph kin my nh" v "kiu my nh" trong danh mc "my nh".

    nhm mc tiu cc trang theo cc danh mc, hy chn nt Thm nhm trang

    web t phn "Thm mc tiu qung co ng" ca tab Mc tiu t ng. Hy chn

    "DANH MC" t trnh n th xung v bn s thy danh sch cc danh mc c h

    thng ca chng t i xc nh nh "my nh", "ti vi" v "video". Sau , nhp vo Lu.

    Bn s thy mc tiu qung co ng ging nh "DANH MC cha my nh".

    URL: Cc trang c URL cha cc chui nht nh m bn ch nh.

    V d:

    Gi s bn mun nhm mc tiu tt c cc trang lin quan n dch v ca trang web v

    in t da trn chui RL xut hin khi bn iu hng trang web. Nu RL cho

    trang ch cho phn dch v ca bn l www.electronicsexample.com/dch

    https://support.google.com/adwords/bin/answer.py?hl=vi&answer=2471185

  • 53

    v/main/id=64725, khi , bn c th nhm mc tiu tt c cc RL cha cm t "dch

    v".

    nhm mc tiu cc trang theo RL, hy chn nt Thm nhm trang web t phn

    "Thm mc tiu qung co ng" ca tab Mc tiu t ng. Chn " RL" t trnh n

    th xung v nhp "dch v". Sau , nhp vo Lu. Bn s thy mc tiu qung co

    ng ging nh " RL cha /dch v/".

    Tiu trang: Cc trang c tiu cha cc t nht nh. Bn khng bit tiu trang l

    g? Nhp vo google.com v xem u ca s trnh duyt ca bn. Bn s thy tiu

    trang "Google" trn u.

    V d:

    Bn c th mun nhm mc tiu cc trang c tiu cha cc t nht nh nh "my

    nh".

    nhm mc tiu cc trang theo tiu , hy chn nt Thm nhm trang web t phn

    "Thm mc tiu qung co ng" ca tab Mc tiu t ng. Chn "PAGE_TITLE" t

    trnh n th xung v nhp "my nh". Sau , nhp vo Lu. Bn s thy mc tiu

    qung co ng ging nh "PAGE_TITLE cha my nh".

    Ni dung trang: Cc trang cha cc t nht nh m bn ch nh.

    V d:

    Gi s bn mun s dng tt c cc trang cha t "my nh k thut s" nhm mc

    tiu qung co ca bn.

    nhm mc tiu cc trang theo n i dung, hy chn nt Thm nhm trang web t

    phn "Thm mc tiu qung co ng" ca tab Mc tiu t ng. Chn

    "PAGE_CONTENT" t trnh n th xung v nhp "my nh k thut s". Sau , nhp

    vo Lu. Bn s thy mc tiu qung co ng ging nh "PAGE_CONTENT cha my

    nh".

    V d v cch hot ng ca mc tiu qung co ng

    Hy ngh ti mc tiu qung co ng theo cch bn ngh v cc ton t, l cc lnh

    tm kim c th m mi ngi s dng tinh chnh tm kim ca h trn Google hoc

    cc c ng c tm kim khc. gip bn hiu cch h thng Qung co tm kim ng s

    dng mc tiu qung co ng hin th qung co ca bn, hy xem cc v d sau v

    cch ton t hot ng trn tm kim ca Google:

    Tt c cc trang web

    Nu ai s dng ton t site:google.com.vn, sau ch mc tm kim kh ng phi tr

    tin s bao gm tt c cc trang web trong tn min google.com.vn. xem v d, hy

    nhp vo lin kt sau: https://www.google.com/search?&q=site%3Agoogle.com.

    URL

    Gi s ai mun tm kim cc trang web c RL cha nhng cm t nht nh. Nu

    ngi s dng ton tinurl:adwords, sau ch mc tm kim kh ng phi tr tin s

    http://google.com.vn/http://google.com.vn/http://google.com.vn/https://www.google.com/search?&q=site%3Agoogle.com

  • 54

    bao gm tt c cc trang web c RL cha cm t "AdWords". xem v d, hy nhp

    vo lin kt

    sau: https://www.google.com.vn/search?q=site%3Agoogle.com.vn+inurl%3Aadwords

    Tiu trang

    Nu ai ch mun xem cc trang web c tiu trang nht nh, ngi c th s

    dng ton t intitle:"adwords help". Sau , ch mc tm kim kh ng phi tr tin s

    bao gm tt c cc trang web c tiu cha "Tr gip AdWords". xem v d, hy

    nhp vo lin kt sau: https://www.google.com/search?q=site%3Agoogle.com+intitle%3A

    Ni dung trang

    Gi s ngi no ch mun thy cc trang web c cha n i dung nht nh. Nu ngi

    s dng ton tintext:"dynamic search", khi , ch mc tm kim kh ng phi tr

    tin s bao gm tt c cc trang web c n i dung c cha cm t "Tm kim ng".

    xem v d, hy nhp vo lin kt

    sau: https://www.google.com/search?q=site%3Agoogle.com+intext:%22dynamic+search

    %22

    To mc tiu qung co ng

    Bn c th thm m t hoc nhiu mc tiu qung co ng vo chin dch Qung co tm kim

    ng ca mnh.

    Lu

    Lu rng bn ch c th bao gm ba thu c tnh cho mi mc tiu qung co ng. V d:

    nu bn thm mc tiu qung co ng RL bao gm "my nh", sau bn ch c th thm

    hai thu c tnh na cho mc tiu qung co ny. Sau , m t thu c tnh c th l mc tiu

    qung co tiu trang bao gm "my nh k thut s" v thu c tnh khc c th l mc tiu

    qung co n i dung trang bao gm "bn hng".

    Di y l cch thm mc tiu qung co ng:

    1. T chin dch Qung co tm kim ng ca bn, hy nhp vo tab Mc tiu t ng.

    2. Nhp vo nt +Thm mc tiu qung co ng.

    3. Chn Thm tt c cc trang web hoc Thm nhm trang web. Nu bn chn ty chn

    sau, hy chn nhm mc tiu theo danh mc, RL, tiu trang hoc n i dung trang. i

    vi tiu trang hoc n i dung trang c th, hy thm du ngoc kp, nh "my nh" vo

    cm t bn mun bao gm.

    4. Nhp vo Lu.

    M o

    kt hp bt k mc tiu qung co ng no, hy nhp vo lin kt Thm mc tiu

    khc xut hin bn di mc tiu qung co ng u tin ca bn.

    nhm mc tiu tn min ph, hy chn nhm mc tiu theo "URL" v nhp tn min

    ph bn mun nhm mc tiu. V d: khi bn to mc tiu qung co ng nhm mc

    https://www.google.com.vn/search?q=site%3Agoogle.com.vn+inurl%3Aadwordshttps://www.google.com/search?q=site%3Agoogle.com+intitle%3A%22adwords+help%22https://www.google.com/search?q=site%3Agoogle.com+intext:https://www.google.com/search?q=site%3Agoogle.com+intext:

  • 55

    tiu tn min ph, mc tiu qung co ng c th ging nh sau: " RL cha

    subdomain.example.com".

    To mc tiu qung co ng c xc nh r ng hn gip tng lu lng truy cp gia

    tng ca bn. Nu bn to mc tiu qung co ng vi qu t trang ch c lp ch mc,

    khi , qung co ca bn c th khng nhn c bt k lu lng truy cp gia tng no.

    Bn c th t iu chnh gi thu tng hoc gim gi thu mc tiu qung co ng

    theo t l phn trm. iu chnh gi thu c th cho php bn kim sot nhiu hn v thi

    im v v tr qung co ca bn c hin th. Tm hiu thm v cch s dng iu chnh

    gi thu vi chin dch Qung co tm kim ng.

    Chn trang bng loi tr mc tiu qung co ng

    To mc tiu qung co ng loi tr cc trang trn trang web ca bn m bn kh ng

    mun s dng to qung co. V d: bn c th mun loi tr cc trang c cha

    nhng t nh "ht hng" ngn chn khch hng nhn thy cc trang trn trang web

    ca bn c cha nhng sn phm m h kh ng th mua.

    Di y l cch thm loi tr mc tiu qung co ng:

    1. T trang "Tt c chin dch trc tuyn", hy nhp vo tab Mc tiu t ng.

    2. Nhp vo "Ch xem" v chn Mc tiu qung co ng.

    3. Cu n ti cui trang v nhp vo + Loi tr .

    4. Trong mc m r ng, nhp vo +Thm.

    5. Ch nh loi tr mc tiu qung co ng ca bn vo nhm qung co.

    6. Chn loi tr cc trang theo danh mc, RL, tiu trang hoc n i dung trang. i

    vi tiu trang hoc n i dung trang, hy thm du ngoc kp cho cm t bn

    mun loi tr.

    7. Nhp vo Lu. Loi tr mc tiu qung co ng mi ca bn s xut hin trong

    mc "Loi tr".

    M o

    Chng t i thc s khuyn bn nn to cc loi tr cho trang c cha nhng t

    nh " ht hng" hoc "kh ng c s n". iu ny s ngn chn khch hng thy cc

    trang trn trang web ca bn cha nhng sn phm h s kh ng th mua.

    Thm t kha ph nh

    Bn c th thm t kh ph nh vo chin dch Qung co tm kim ng ging nh

    cch bn mun thm t kha ph nh vo bt k chin dch no trong ti khon ca

    bn. Mc d Qung co tm kim ng kh ng s dng t kha, nhng h thng ca

    chng t i xem xt t kha ph nh khi n hin th qung co n khch hng tim nng.

    http://support.google.com/adwords/answer/2732132http://support.google.com/adwords/answer/2732132https://support.google.com/adwords/bin/answer.py?hl=vi&answer=105671

  • 56

    Di y l cch thm t kha ph nh:

    1. T trang "Tt c chin dch trc tuyn", hy nhp vo tab T kha.

    2. Cu n xung tm phn t kha ph nh bn di bng t kha chnh. M r ng

    phn bng cch nhp vo du "+".

    3. Bn s thy hai bng: "Cp nhm qung co" v "Cp chin dch".

    4. thm t kha ph nh vo m t nhm qung co, hy nhp vo

    nt +Thm trong bng "Cp nhm qung co". thm t kha ph nh vo m t

    chin dch, hy nhp vo nt Thm trong bng "Cp chin dch".

    5. Thm cc t kha ph nh ca bn, m t t kha trn mi dng. Khng cn bao

    gm du tr (-) trc mi t kha. Nu bn thm t kha ph nh i snh r ng,

    bn s cn thm phin bn s nhiu ca chng. thm t kha i snh cm t

    ph nh, hy t cm t trong du ngoc kp, nh "c". thm t kha i snh

    chnh xc ph nh, hy t cm t trong du ngoc vu ng, nh [c].

    6. Nhp vo Lu.

    V d:

    Gi s bn mun ngn chn qung co v thit b in t hin th cho ngi no

    ang tm kim my nh c hoc tivi c. Bn mun thm c lm t kha ph nh v

    ngi s kh ng mua my nh v tivi mi ca bn.

    2.8. Tin ch m r ng v tr

    Hin th th ng tin doanh nghip a phng ca bn

    Thit lp tin ch m r ng v tr

    Mo thit lp tin ch m r ng v tr

    2.8.1. Hin th th ng tin doanh nghip a phng ca bn

    ngh

    Qung co trn my tnh bn: Tin ch m

    r ng v tr hp nht a ch v s in thoi

    doanh nghip ca bn vi vn bn qung

    co.

    Qung co trn in thoi di ng: Tin ch

    m r ng v tr s bao gm lin kt ch ng

    n doanh nghip ca bn v cng c th

    https://support.google.com/partners/answer/2404180?hl=vi&ref_topic=2795905https://support.google.com/partners/answer/2404182?hl=vi&ref_topic=2795905https://support.google.com/partners/answer/2404183?hl=vi&ref_topic=2795905

  • 57

    hin th qung ng t ch khch hng n

    v tr doanh nghip ca bn l bao xa.

    S nhp chu t ln qung co c tin ch m

    r ng v tr s c tnh ph ging nh gi

    mi nhp chut (CPC)mi ln khch hng

    nhp vo bt k lin kt no trong qung co

    ca bn.

    L do bn nn s dng

    Nu bn c doanh nghip truyn thng, tin ch m r ng v tr gip mi ngi d dng tm

    thy v gh thm doanh nghip ca bn, khng ch truy cp trang web ca bn. Ging nh

    vic trao danh thip cho ai , tin ch m r ng v tr cho php bn lm ni bt v tr doanh

    nghip ca bn v khuyn khch khch hng ch thn n ch bn.

    Tin ch m r ng v tr c th c thm vo qung co ca bn cho d bn c m t ca

    hng hay nhiu v tr.

    Qung co c tin ch m r ng v tr c th cho thy t l nhp tng cao hn trung bnh l

    10% so vi qung co khng c tin ch m r ng v tr.

    V d:

    Gi s bn s hu m t ca hng sa xe p ti trung tm thnh ph Tokyo. Vi tin ch m

    r ng v tr, khch hng gn ca hng ca bn tm kim sa cha xe p c th thy qung

    co ca bn, cng vi ch ng n doanh nghip ca bn -- v c th dt thng chic xe b

    xp lp n ca hng ca bn.

    Cch thit lp tin ch m rng v tr

    Hng dn thm, chnh sa hoc xa tin ch m rng v tr

    Yu c u v loi chin dch:

    Tin ch m r ng v tr kh ng c s n cho loi chin dch Ch Mng hin th - Tip th li

    hoc loi chin dch Ch Mng hin th - Qung co danh sch sn phm

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tn chin dch m bn mun chnh sa.

    4. Nhp vo tab Tin ch m rng qung co. Bn s thy trng thi tin ch m r ng

    v tr hin ti dnh cho chin dch ca mnh.

    5. Chn Ch xem: Tin ch m rng v tr t trnh n th xung pha trn bng

    tin ch m r ng.

    6. Thc hin theo cc bc thm tin ch m r ng mi hay chnh sa hoc xa tin

    ch m r ng hin ti.

    o Thm tin ch m rng: Nhp vo Tin ch m rng mi theo m t trong hai

    ty chn sau:

    https://support.google.com/adwords/answer/answer.py?answer=14074https://support.google.com/adwords/answer/answer.py?answer=14074https://adwords.google.com.vn/select/

  • 58

    S dng a ch t ti khon Google a im: Chn ty chn ny

    lin kt ti khon Google a im hin ti vi chin dch ca bn..

    Chng ti khuyn bn nn s dng ti khon Google a im c th d

    dng qun l v tr doanh nghip ca mnh ti m t ni, thay v thm tng v

    tr m t. Tm hiu thm v li ch ca vic s dng Google a im.

    S dng a ch nhp theo cch th cng: Bn c th nhp ti a

    100.000 a ch doanh nghip theo cch th cng.

    o Chnh sa tin ch m rng: t con tr trn ti khon Goolge a im hoc

    v tr bn mun thay i v nhp khi biu tng bt ch xut hin.

    o Xa tin ch m rng: chn h p bn cnh ti khon hoc v tr ca Google a

    im v nhp vo Xa pha trn bng.

    7. Nhp vo Lu khi bn hon tt.

    AdWords Editor v AdWords API

    AdWords Editor: Tm hiu cch qun l tin ch m r ng v tr trong AdWords Editor.

    AdWords API: Tm hiu thm chi tit v cch qun l tin ch m r ng v tr thng qua

    AdWords API.

    Quc gia c sn tin ch m rng v tr

    Tin ch m r ng v tr s n c cho nh qung co AdWords ti cc quc gia sau:

    Argentina

    c

    o

    B

    Braxin

    Bulgaria

    Canada

    Chile

    Trung Quc

    Colombia

    Croatia

    C ng ha Sc

    an Mch

    Ai Cp

    Phn Lan

    Php

    c

    https://support.google.com/adwords/answer/1704343/?hl=vihttps://support.google.com/places/answer/143059/?hl=vihttp://support.google.com/adwords/editor/topic/29887/?hl=vihttp://support.google.com/adwords/editor/topic/29887/?hl=vihttp://code.google.com/apis/adwords/docs/reference/latest/CampaignAdExtensionService.LocationExtension.htmlhttp://code.google.com/apis/adwords/docs/reference/latest/CampaignAdExtensionService.LocationExtension.html

  • 59

    Hng Kng

    Hungary

    n

    Ireland

    Israel

    Nht Bn

    Kenya

    Liechtenstein

    Malaysia

    Mexico

    H Lan

    New Zealand

    Nigeria

    Na Uy

    Ba Lan

    B o Nha

    Rumani

    Nga

    -Rp X-t

    Singapore

    Slovakia

    Nam Phi

    Hn Quc

    Ty Ban Nha

    Thy in

    Thy S

    i Loan

    Thi Lan

    Ukraina

    Cc Tiu Vng quc Rp Thng nht

    Vng quc Anh

    Hoa K

    Vit Nam

    Trang web ni tin ch m rng v tr c th xut hin

    Tin ch m r ng v tr c th xut hin trn cc sn phm ca Google nh Google.com.vn,

    Google Maps v trang web i tc Mng tm kim. Chng cng c th xut hin vi qung co

    trn m.google.com.vn v Mng hin th di ng khi c xem trn thit b di ng cao cp s

    dng trnh duyt h tr Internet y nh cc thit b iPhone hoc Android.

    http://support.google.com/adwords/answer/90956/?hl=vihttp://m.google.com.vn/http://support.google.com/adwords/answer/117120/?hl=vi

  • 60

    Kh nng xut hin trn thit b hoc mng ca qung co v tng th c th b nh hng bi

    ngn sch, ci tnhm mc tiu, Xp hng ung co hoc trng thi ph duyt qung co.

    Tin ch m r ng v tr c th xut hin nu chng t i pht hin ra rng khch hng gn v tr

    c nhm mc tiu ca bn hoc nu chng t i pht hin ra cc cm t v tr c th trong tm

    kim ca khch hng, chng hn nh ca hng c ph New York, ch ra mi quan tm n khu

    vc m bn nhm mc tiu.

    Mng tm kim ca Google: Trn Mng tm kim ca Google, qung co c tin ch m

    r ng v tr c th xut hin di dng qung co vn bn chun c a ch doanh nghip ca

    bn v nt Gi c th nhp cho php khch hng tip cn bn qua in thoi.

    Trang web i tc Mng tm kim ca Google: trn trang web i tc tm kim ca

    Google, qung co c tin ch m r ng v tr s xut hin khc nhau cho mi trang web v

    cng khc nhau theo ci t mng ca bn. i tc tm kim ca Google c th hin th cc

    phin bn c th ng tin a ch ca bn, k c trn bn . Nu i tc tm kim ca Google

    khng th hin th th ng tin a ch b sung th qung co ca bn s xut hin m khng

    c tin ch m r ng v tr.

    Google Maps: Qung co c tin ch m r ng v tr iu kin xut hin trn Google Maps

    nu bn cng chn tham gia qung co vi i tc tm kim ca chng t i trong ci t

    mng ca chin dch. Tm hiu thm chi tit v qung co trng nh th no trn Google

    Maps.

    Thit b di ng: Trn cc thit b di ng c trnh duyt Internet hon chnh, nh in

    thoi iPhone v Android, qung co vn bn c tin ch m r ng v tr c th xut hin trn

    Mng tm kim v hin th ca Goolge cng nh Google Maps for mobile. Qung co s

    xut hin cng vi ty chn Tm ch ng n v tr doanh nghip ca bn.

    Chnh sch qung co

    Chnh sch qung co ca chng t i gip thc y tri nghim an ton v tch cc cho ngi

    dng ca chng t i. Hy truy cp Trung tm tr gip chnh sch AdWords ca chng t i

    xem chnh sch qung co v yu cu s dng tin ch m r ng v tr.

    C i t v tnh nng b sung ca tin ch m rng v tr

    Tin ch m rng dng chung: S dng tin ch m rng v tr hin ti t chin dch

    khc

    Tin ch m r ng dng chung cho php bn s dng cng tin ch m r ng trn nhiu chin dch,

    gip bn tit kim thi gian v c ng sc to li tng tin ch m r ng m t cho mi chin dch.

    Hy nh rng mi khi bn chnh sa tin ch m r ng dng chung, tin ch m r ng dng chung

    s c cp nht cho tt c chin dch ni tin ch m r ng ny ang c s dng.

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

    2. Nhp vo tab Chin dch.

    https://support.google.com/adwords/answer/answer.py?answer=1726527https://support.google.com/adwords/answer/answer.py?answer=1752122https://support.google.com/adwords/answer/answer.py?answer=2616017https://support.google.com/adwords/answer/answer.py?answer=2616017https://support.google.com/adwords/answer/3246303/?hl=vihttps://support.google.com/adwords/answer/3246303/?hl=vihttps://support.google.com/adwordspolicy/answer/144649/?hl=vihttps://adwords.google.com.vn/select/

  • 61

    3. Nhp vo tn chin dch m bn mun chnh sa.

    4. Nhp vo tab Tin ch m rng qung co. Bn s thy trng thi tin ch m r ng qung

    co hin ti dnh cho chin dch ca mnh.

    5. Nhp vo Tin ch m rng mi pha trn bng.

    6. Bn s c th to tin ch m r ng mi hoc chn m t tin ch m r ng hin ti cho loi tin

    ch m r ng ny t trong ca s mi. Chn tin ch m r ng bn mun chin dch ca mnh

    chia s.

    7. Nhp vo Lu.

    Tin ch m rng v tr nhp gi: Thm s in thoi c th nhp

    Bn c th thm s in thoi cng vi a ch ca mnh khch hng c th nhp khi xem

    qung co trn thit b di ng cao cp c trnh duyt Internet hon chnh. m bo bn

    chn tham gia hin th qung co trn iPhones v cc thit b di ng khc t tab Ci t cho

    chin dch ca bn.

    Biu tng: Thay i biu tng tin ch m rng v tr trn Google Maps

    Biu tng im nh du trn bn mc nh c cung cp khi bn to tin ch m r ng v

    tr, xut hin cng vi qung co ca bn trn Google Maps. Khi thit lp tin ch m r ng, bn

    s c ty chn chn biu tng mc nh khc hoc bn c th chn t m t trong s hnh

    nh c ti ln ca chnh mnh.

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tn chin dch bn mun chnh sa.

    4. Nhp vo tab Tin ch m rng qung co. Bn s thy trng thi tin ch m r ng v tr

    hin ti dnh cho chin dch ca mnh.

    5. Chn Ch xem: Tin ch m rng v tr t trnh n th xung pha trn bng tin ch

    m r ng.

    6. chnh sa tin ch m r ng, hy t con tr ln ti khon hoc v tr ca Google a im

    m bn mun thay i v nhp vo khi biu tng bt ch xut hin.

    7. Trong phn Biu tng bn , hy chn t cc ty chn sau y: Chn mt biu tng

    khc, Ti ln biu tng mi hoc S dng biu tng mc nh.

    8. Nhp vo Lu khi bn hon tt.

    B lc: Ch nh a ch Goolge a im s dng trong tin ch m rng v tr

    https://adwords.google.com.vn/

  • 62

    Nu bn s dng th ng tin Google a im thit lp tin ch m r ng v tr, bn c th ch

    nh a ch bn mun s dng qung co bng cch lc a ch theo tn hoc danh mc doanh

    nghip.

    Cch lin kt ti khon Google a im vi ti khon AdWords ca bn

    V d:

    Gi s bn s hu hai nh hng: Bob's Barbecue v Bob's Sushi. Bn mun chy m t chin

    dch ch dnh cho nh hng nng ca mnh. lm iu ny, bn to b lc v ch bao

    gm nh hng c Tn doanh nghip l "Bob's Barbecue".

    Cch thit lp b lc

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tn chin dch bn mun chnh sa.

    4. Nhp vo tab Tin ch m rng qung co. Bn s thy trng thi tin ch m r ng v tr

    hin ti dnh cho chin dch ca mnh.

    5. Chn Ch xem: Tin ch m rng v tr t trnh n th xung pha trn bng tin ch

    m r ng.

    6. t con tr ln tin ch m r ng c kt hp vi ti khon Google a im m bn mun

    lc v nhp vo biu tng bt ch xut hin.

    7. Nhp vo h p kim B lc t b lc ca bn.

    8. Chn ci t b lc ca bn t trnh n ko xung. Bn c th t nhiu hn ch bn

    trong m t b lc. B lc s ch hot ng nu bn nhp thng tin khp chnh xc vi

    danh mc bn chn.

    9. thm cc hn ch khc, hy nhp vo Thm mt hn ch khc. xa m t hn ch,

    hy nhp vo Xa.

    10. Nhp vo Lu khi bn hon tt.

    Xem cc v tr ph hp vi b lc ca bn

    Sau khi bn to b lc tin ch m r ng v tr, AdWords s ng b ha vi ti khon Google a

    im ca bn v truy lc cc a ch ph hp. Hy ch vi gi, sau thc hin theo cc bc sau

    xem nhng a ch no c i snh cho chin dch :

    1. Nhp vo Ch xem: Tin ch m rng v tr t tab Tin ch m rng qung co.

    2. M r ng lin kt trong phn " a ch t Google a im".

    3. B lc s c lit k cho chin dch vi chin dch m b lc c kt hp.

    Tin ch m r ng v tr cp qung co

    Tin ch m r ng v tr c t cp chin dch theo mc nh nhng chng cng c th c

    t cp qung co. Bn c th thit lp tin ch m r ng v tr cp qung co cho qung co c

    th nu bn thm tin ch m r ng v tr cp chin dch vo chin dch. Khi bn thit lp tin

    https://support.google.com/adwords/answer/1704343/?hl=vihttps://adwords.google.com.vn/select/

  • 63

    ch m r ng v tr cp qung co, bn s c th la chn t cc v tr c thm cp chin dch.

    Tin ch m r ng v tr cp chin dch ca bn vn s iu kin xut hin cho bt k qung

    co no kh ng c tin ch m r ng v tr cp qung co.

    Tin ch m r ng v tr cp qung co c th ph hp nu:

    Bn mun kt hp m t v tr doanh nghip c th vi m t th ng ip qung b hoc tip th

    c th.

    Bn mun hng mi qung co ca mnh n m t trang ch khc dnh ring cho v tr

    doanh nghip.

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

    2. iu hng n nhm qung co bn mun chnh sa.

    3. Nhp vo tab Qung co.

    4. Nhp vo biu tng bt ch chnh sa qung co.

    5. Thc hin theo cc bc bn di thm hoc xa tin ch m r ng v tr cp qung co:

    o Thm tin ch m rng v tr cp qung co: Nhp vo Lun hin th cng vi mt

    a ch. Chn a ch t danh sch. Cc a ch c s n u kh ng iu kin xut

    hin cho bt k qung co no trong phm v cng m t chin dch.

    o Xa tin ch m rng v tr cp qung co: Nhp vo S dng tt c cc a ch t

    chin dch. Nhp vo Lu.

    Theo di v ci thin hiu sut

    nh gi hiu sut tin ch m r ng v tr ca bn, hy nhp vo tab in ch m rng ung

    co trong AdWords. Bn s c th thy s lng khch hng xem a ch c th c t sng

    cng vi v tr v thng k i km cho cc ln xem qung co , k c t l nhp (CTR). Do tin

    ch m r ng v tr gip bn kt ni tm kim ca khch hng vi doanh nghip thc t ca bn,

    nn cc thng k ny c th gip bn xc nh tm kim trc tuyn no c th dn n chuyn

    iti ca hng.

    Khi xem s liu v tin ch m r ng v tr, hy nh rng hnh vi ca khch hng c th khc nhau

    m t s vng. V d: nu khch hng tah c nhiu kh nng nhp vo cc lin kt cho chui

    Ca hng c ph ca Sally hn, bn c th thy a ch tah c CTR cao hn. xem th ng tin

    chi tit v ngun n ca s nhp chu t, hy kim tra bo co hiu sut a l.

    1 C c nhiu tm kim hn bng t kha c lin quan

    T kha i snh cm t v i snh rng: Khch hng c th bao gm tn v tr cng

    vi t kha ca h tm cc doanh nghip trong khu vc ca bn. t t kha ca bn

    trn i snh cm t v i snh r ng c th gip i snh t kha vi cc tm kim bao

    gm tn v tr ca bn, chng hn nh thnh ph hoc vng.

    V d:

    John s hu m t ca hng bn pizza New York. thu ht khch hng tm kim nh

    hng trong vng ln cn ca John, anh ta thm t kha i snh cm t "nh hng

    https://adwords.google.com.vn/select/http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2615875http://support.google.com/adwords/bin/answer.py?hl=vi&answer=6365http://support.google.com/adwords/bin/answer.py?hl=vi&answer=6365https://support.google.com/adwords/answer/answer.py?answer=2453994

  • 64

    pizza". Khi khch hng tm kim "nh hng pizza New York", t kha i snh cm

    t "nh hng pizza" ca anh y c i snh vi tm kim ca h v qung co ca

    anh y c th xut hin.

    Tn a phng trong t kha: Doanh nghip ca bn c nm trong vng ln cn hoc

    qun c tn c bit khng? Hy th bao gm t kha c cc tn vng ln cn "a

    phng" ny vo i snh chnh xc c lin quan hn n tm kim ca khch hng.

    V d:

    Ca hng pizza ca John nm trong khu nh ht Broadway New York. thu ht

    khch hng ang tm kim cc nh hng trong khu nh ht Broadway m t cch c

    th, John thm t kha i snh chnh xc "pizza qun broadway" vo danh sch t

    kha ca mnh.

    2. Vit vn bn qung co c lu v tin ch m rng v tr ca bn

    Qung co c tin ch m r ng v tr c th xut hin cng vi a ch doanh nghip hoc

    trn bn m bn c th nhn mnh trong vn bn qung co ca mnh. Bn cng c

    th to qung co thu ht ngi dng in thoi di ng, nhng ngi c th gn

    a im ca doanh nghip bn hoc nhng ngi ang tm kim p ng m t nhu

    cu tc th.

    V d:

    John ang s dng tin ch m r ng v tr trong qung co ca hng pizza ca mnh v

    qung co ca anh s xut hin cng vi bn hin th v tr doanh nghip ca anh

    y. lm ni bt cch n ca hng pizza cho nhng ngi n qun Broadway,

    John a on vn bn "Ta lc gn nh ht Broadway" vo.

    3. Nhm mc tiu v t gi th u da trn tin ch m rng v tr ca bn

    Nhm mc tiu tin ch m r ng v tr cho php bn nhm mc tiu bn knh c ch

    nh quanh tin ch m r ng v tr hin ti ca bn hin th qung co. Ngoi ra, bn

    c th chn t gi thu cao hn hoc thp hn khi ai gn doanh nghip ca bn

    tm kim m t trong cc t kha ca bn.

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tn chin dch m bn mun chnh sa.

    4. Nhp vo tab Ci t.

    5. Nhp vo Chnh sa bn cnh V tr.

    6. Nhp vo Tm kim nng cao.

    7. u ca s, nhp vo Nhm mc tiu tin ch m rng v tr.

    http://adwords.google.com.vn/

  • 65

    8. Nhp bn knh m bn mun nhm mc tiu quanh mi tin ch m r ng v tr ca

    mnh.

    9. Nhp vo Thm.

    10. Nhp vo Hon tt.

    11. Nhp vo Lu lu ci t ca bn.

    4. Qun l nhiu tin ch m rng qung co

    Bn c th thm nhiu loi tin ch m r ng vo qung co ca mnh, nhng lu rng

    m t s tin ch m r ng, chng hn nh lin kt trang web, c th ghi tin ch m

    r ng v tr ca bn. Trong cc trng hp ny, chng t i s kh ng hin th tin ch m

    r ng v tr trong qung co ca bn.

    Ngoi ra, nu bn ang s dng c tin ch m r ng v tr v tin ch m r ng phiu mua

    hng v bn c ti khon Google a im c lin kt n chin dch ca mnh, th cc

    v tr t ti khon Google a im ca bn s t ng hin th trn trang Phiu mua hng

    Google ca phiu mua hng ca bn.

    Khc phc vn vi tin ch m rng v tr

    Hiu thng bo li

    Hy xem xt danh sch th ng bo li c th xy ra tm hiu v cch khc phc vn

    c th c vi qung co ca bn.

    Thng bo li M t

    "Khng th tm

    thy a ch

    ny"

    Nu bn thy th ng bo li ny khi ang tm cch thm a ch

    c nhp theo cch th c ng, chng t i khuyn bn th thc

    hin m t trong nhng hnh ng sau:

    Lin h qua Google Maps: Tm kim a ch ca bn trong

    Google Maps. Khi bn thy a ch thch hp, hy nhp vo

    lin kt "Bo co vn ".

    Thm a ch vo ti khon Google a im ca bn:

    Nu bn c ti khon Google a im, hy lin kt ti

    khon a im vi ti khon AdWords. Sau , sa i ci

    t tin ch m r ng v tr hin ti ca bn s dng a

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    ch Google a im ca bn.

    "Khng th

    nhp a ch t

    Goolge a

    im"

    Thng bo li ny c th cho bit rng bn chn tham gia vo

    "Khng hin th a ch doanh nghip ca ti trn danh sch

    Google Maps" trong ti khon Goolge a im ca bn. B chn

    ty chn ny nhp a ch ca bn hoc nhp a ch theo

    cch th cng vo AdWords.

    Vn bit

    Kh ng c vn bit cho tnh nng ny.

    2.8.2. Thit lp tin ch m r ng v tr

    Thu ht khch hng tim nng ti khu vc ca bn bng cch s dng tin ch m r ng v tr

    thm a ch v s in thoi ca bn vo qung co.

    thit lp tin ch m r ng v tr cho chin dch mi hoc chin dch c to trc y,

    bn c th:

    o Lin kt ti khon Google a im cp ti khon (ch vi c nng cp)

    o Thm a ch vo chin dch theo cch th cng (ch vi C)

    o Chia s tin ch m r ng t chin dch khc (ch vi C)

    Google im dnh cho doanh nghip gip nhp v tr doanh nghip vo AdWords d dng.

    Vi Google a im, bn c th thm tt c cc v tr doanh nghip cng m t lc, thay v thm

    cc a ch vo tng chin dch theo cch th c ng. Google a im cng s cho php bn qun

    l v chnh sa danh sch doanh nghip d dng v lu n duy tr cp nht v tr ca bn trn

    Google Maps. bt u vi tin ch m r ng v tr, lin kt ti khon Google a im dnh cho

    doanh nghip vi AdWords. Nu bn cha s dng Google a im dnh cho doanh

    nghip, ng k min ph.

    Nu bn kh ng phi l ch s hu doanh nghip (v kh ng iu kin cho ti khon a im),

    bn c th thm ti a 100.000 tin ch m r ng v tr c vo ti khon theo cch th c ng hoc

    s dng AdWords Editor hay AdWords API nhp tin ch m r ng v tr.

    Lu

    thm tin ch m r ng v tr, bn cn phi s dng m t trong cc loi chin dch sau:

    Mng tm kim & hin th - Tiu chun"

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

    Ch Mng tm kim - Tiu chun"

    "Ch Mng tm kim - Tt c cc tnh nng"

    Ch Mng hin th - ng dng trn thit b di ng"

    Ch Mng hin th - Tt c cc tnh nng"

    Nu bn s dng m t loi chin dch khc vi cc loi c lit k trn, tin ch m r ng v

    tr s kh ng c s n cho chin dch ca bn. Tm hiu v Loi chin dch AdWords.

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2382892https://support.google.com/adwords/answer/1704343/?hl=vihttps://support.google.com/adwords/answer/1704343/?hl=vihttp://google.com.vn/placeshttps://support.google.com/partners/answer/answer.py?answer=2567043

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    Cch thit lp tin ch m rng v tr

    Bn c th truy cp v thit lp c tin ch m r ng v tr c nng cp hoc c t tab Tin ch

    m rng qung co.

    Tin ch m rng v tr c nng cp cho php bn thm tt c cc v tr doanh nghip cp

    ti khon bng cch lin kt ti khon Google a im dnh cho doanh nghip. Vic ny mang

    n cho bn quyn kim sot v tnh linh hot trong vic s dng tin ch m r ng v tr trong tt

    c cc chin dch hoc ch chin dch v nhm qung co bn chn.

    Tin ch m rng v tr c c thm v qun l ring l cp chin dch. Nu bn thm tin

    ch m r ng v tr cp chin dch, chng s tip tc hot ng nh bnh thng v bn vn s c

    th qun l chng trong AdWords.

    Thm hoc xa tin ch m r ng v tr cp ti khon (ch vi c nng cp)

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

    2. Nhp vo tab Chin dch v chn m t trong cc chin dch ca bn.

    3. Nhp vo tab Tin ch m rng qung co.

    4. Chn Ch xem: Tin ch m rng v tr t trnh n th xung pha trn bng tin ch

    m r ng.

    5. Thc hin theo cc bc thm hoc xa tin ch m r ng v tr.

    o Thm tin ch m rng: Nhp vo + Tin ch m rng lin kt ti khon Google

    a im hin ti vi chin dch ca bn. Khi lin kt ti khon Google a im, v tr

    doanh nghip a im ca bn s c p dng cho tt c cc chin dch, tr khi bn

    thit lp b lc loi tr bt k chin dch no trong s cc chin dch ca bn.

    o Xa tin ch m rng: Chn h p bn cnh tin ch m r ng v nhp vo Xa pha

    trn bng.

    Thm, chnh sa hoc xa tin ch m rng v tr cp chin dch (ch vi C)

    Yu c u v loi chin dch:

    Tin ch m r ng v tr kh ng c s n cho loi chin dch Ch Mng hin th - Tip th li hoc loi

    chin dch Ch Mng hin th - Qung co danh sch sn phm.

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tn chin dch m bn mun chnh sa.

    4. Nhp vo tab Tin ch m rng qung co. Bn s thy trng thi tin ch m r ng v tr

    hin ti dnh cho chin dch ca mnh.

    5. Chn Ch xem: Tin ch m rng v tr t trnh n th xung pha trn bng tin ch

    m r ng.

    6. Thc hin theo cc bc thm tin ch m r ng mi hay chnh sa hoc xa tin ch m

    r ng hin ti.

    o Thm tin ch m rng: Nhp vo Tin ch m rng mi theo m t trong hai ty

    chn sau:

    S dng a ch t ti khon Google a im: Chn ty chn ny lin kt

    ti khon Google a im hin ti vi chin dch ca bn.. Chng ti khuyn bn

    nn s dng ti khon Google a im c th d dng qun l v tr doanh

    https://support.google.com/adwords/answer/1704343/?hl=vihttps://adwords.google.com.vn/select/https://support.google.com/adwords/answer/1704343/?hl=vihttps://support.google.com/adwords/answer/1704343/?hl=vihttps://adwords.google.com.vn/select/https://support.google.com/adwords/answer/1704343/?hl=vihttps://support.google.com/adwords/answer/1704343/?hl=vi

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    nghip ca mnh ti m t ni, thay v thm tng v tr m t. Tm hiu thm v li ch

    ca vic s dng Google a im.

    S dng a ch nhp theo cch th cng: Bn c th nhp ti a 100.000

    a ch doanh nghip theo cch th cng.

    o Chnh sa tin ch m rng: t con tr trn ti khon Goolge a im hoc v tr

    bn mun thay i v nhp khi biu tng bt ch xut hin.

    o Xa tin ch m rng: chn h p bn cnh ti khon hoc v tr ca Google a im v

    nhp vo Xa pha trn bng.

    7. Nhp vo Lu khi bn hon tt.

    Tin ch m r ng v tr nhp gi: Thm s in thoi c th nhp

    Vi tin ch m r ng v tr nhp gi, khch hng trn thit b di ng cao cp c trnh duyt

    Internet hon chnh c th nhp vo s in thoi trong qung co c tin ch m r ng v tr

    gi in thoi n doanh nghip ca bn.

    thit lp tin ch m r ng v tr nhp gi, hy thc hin theo cc bc sau:

    1. To qung co c tin ch m r ng v tr v s in thoi ca bn.

    2. m bo bn chn tham gia hin th qung co ca mnh trn iPhone v cc thit b di

    ng khc c trnh duyt Internet hon chnh. Kim tra xem bn ang qung co trn

    nhng thit b no t tab Ci t cho chin dch ca mnh.

    Lc tin ch m rng v tr

    Mc d ti khon Google a im c th cha tt c cc v tr doanh nghip ca bn, i khi bn

    c th mun ch s dng m t s a ch c gii hn t danh sch . iu ny cho php bn ch

    hin th danh sch lc trong ti khon Google a im vi qung co ca bn.

    V d:

    Gi s bn s hu hai nh hng: Bob's Barbecue v Bob's Sushi. Bn mun chy m t chin

    dch ch dnh cho nh hng nng ca mnh. lm iu ny, bn to b lc v ch bao

    gm nh hng c Tn doanh nghip l "Bob's Barbecue".

    B lc: Ch nh v tr doanh nghip (ch vi c nng cp)

    to b lc cho v tr ca bn khi bn thm tin ch m r ng, thc hin theo cc bc sau:

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

    2. Nhp vo tab Chin dch v chn m t trong cc chin dch ca bn.

    3. Nhp vo tn chin dch bn mun chnh sa.

    4. Nhp vo tab Tin ch m rng qung co.

    5. Chn Ch xem: Tin ch m rng v tr t trnh n th xung pha trn bng tin ch

    m r ng.

    https://support.google.com/places/answer/143059/?hl=vihttps://support.google.com/places/answer/143059/?hl=vihttps://adwords.google.com.vn/select/

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    6. Nu bn ang thm ti khon a im ln u, hy nhp vo + Tin ch m rng lin

    kt ti khon Google a im hin ti. Trc tin, thc hin theo cc bc lin kt v

    xc minh ti khon, sau thm b lc. Bn c th chn lc v tr ti khon theo tn

    hoc danh mc doanh nghip bng cch chn ty chn thch hp t trnh n th xung.

    7. thm cc hn ch khc, nhp vo + V.

    8. Nhp vo Hon tt.

    B lc: Ch nh v tr doanh nghip (ch vi C)

    Thit lp b lc ca bn

    to b lc cho tin ch m r ng v tr ca bn, hy thc hin theo cc bc sau:

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

    2. Nhp vo tab Chin dch v chn m t trong cc chin dch ca bn.

    3. Nhp vo tn chin dch bn mun chnh sa.

    4. Nhp vo tab Tin ch m rng qung co. Bn s thy trng thi tin ch m r ng v tr

    hin ti dnh cho chin dch ca mnh.

    5. Chn Ch xem: Tin ch m rng v tr t trnh n th xung pha trn bng tin ch

    m r ng.

    6. t con tr ln tin ch m r ng c kt hp vi ti khon Google a im m bn mun

    lc v nhp vo biu tng bt ch xut hin.

    7. Nhp vo h p kim B lc t b lc ca bn.

    8. Chn ci t b lc ca bn t trnh n ko xung. Bn c th t nhiu hn ch bn

    trong m t b lc. B lc s ch lm vic nu bn nhp th ng tin i snh chnh xc vi

    danh mc m bn chn. V d: nu bn nhp hn ch cho tn doanh nghip "Bob's

    Barbecue", bn s khng lc c cc doanh nghip c tn "Bob's Texas Barbecue".

    9. thm cc hn ch khc, hy nhp vo Thm mt hn ch khc. xa m t hn ch,

    hy nhp vo Xa.

    10. Nhp vo Lu khi bn hon tt.

    Xem cc v tr ph hp vi b lc ca bn

    Sau khi bn to b lc tin ch m r ng v tr, AdWords s ng b ha vi ti khon Google a

    im ca bn v truy lc cc a ch ph hp. Hy ch vi gi, sau thc hin theo cc bc sau

    xem nhng a ch no c i snh cho chin dch :

    1. Nhp vo Ch xem: Tin ch m rng v tr t tab Tin ch m rng qung co.

    2. M r ng lin kt trong phn " a ch t Google a im".

    3. B lc s c lit k cho chin dch vi chin dch m b lc c kt hp.

    https://support.google.com/adwords/answer/1704343/?hl=vihttps://support.google.com/adwords/answer/1704343/?hl=vihttps://adwords.google.com.vn/select/

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    2.8.3. o thit lp tin ch m r ng v tr

    V bn lm quen vi tin ch m r ng v tr l g v cch thit lp tin ch m r ng v tr, bn

    di chng t i a ra m t s mo gip bn:

    Th tin ch m r ng v tr c nng cp

    Ci thin t kha v vn bn qung co

    o lng hiu sut tin ch m r ng v tr

    S dng tin ch m rng v tr c nng cp

    in ch m rng v tr c nng cp gip nhp v qun l v tr doanh nghip ca bn nhanh

    chng v d dng hn bng ti khon Google a im dnh cho doanh nghip. Bn cng s c

    quyn kim sot v tnh linh hot trong vic s dng tin ch m r ng v tr trong tt c cc chin

    dch hoc ch chin dch v nhm qung co m bn chn.

    bt u s dng tin ch m r ng v tr c nng cp, hy lin kt ti khon Google a im

    dnh cho doanh nghip vi AdWords. Nu bn cha c ti khon, bn c th ng k Google a

    im dnh cho doanh nghip min ph qun l tt c cc v tr doanh nghip m t ni.

    Sau khi hon tt quy trnh xc minh doanh nghip trong Google a im dnh cho doanh

    nghip, danh sch ca bn c th xut hin trn Google tm kim v Google Maps cng nh bn

    c ty chn tng tc trc tip vi khch hng nu bng cch nng cp ln trang Google+ a

    phng.

    in ch m rng v tr c c thm v qun l ring l cp chin dch. Nu bn thm tin

    ch m r ng v tr cp chin dch, chng s tip tc hot ng nh bnh thng v bn s vn c

    th chnh sa v xa chng. Nu bn quyt nh s dng tin ch m r ng v tr c nng cp v

    lin kt ti khon Google a im dnh cho doanh nghip, chng t i s kh ng kch hot tin ch

    m r ng v tr c nng cp cho chin dch cho n khi bt k tin ch m r ng cp chin dch

    no b xa.

    T kh v vn bn qung co

    Ging nh bt k qung co AdWords no, t kha v vn bn qung co cng c lin quan,

    qung co cng c nhm mc tiu n khch hng c th quan tm n doanh nghip hoc

    dch v ca bn. Xem xt cc mo sau khi to qung co vi tin ch m r ng v tr:

    T kha i snh cm t v i snh rng: Khch hng c th bao gm tn v tr cng vi

    t kha ca h tm cc doanh nghip trong khu vc ca bn. t t kha ca bn trn

    i snh cm t v i snh r ng c th gip i snh t kha vi cc tm kim bao gm

    tn v tr ca bn, chng hn nh thnh ph hoc vng.

    V d:

    John s hu m t ca hng bn pizza New York. thu ht khch hng tm kim nh

    hng trong vng ln cn ca John, anh ta thm t kha i snh cm t "nh hng

    pizza". Khi khch hng tm kim "nh hng pizza New York", t kha i snh cm t

    "nh hng pizza" ca anh y c i snh vi tm kim ca h v qung co ca anh y

    c th xut hin.

    https://support.google.com/partners/answer/2404183?hl=vi&ref_topic=2795905#upgradedlocationextensionshttps://support.google.com/partners/answer/2404183?hl=vi&ref_topic=2795905#improve-keywordshttps://support.google.com/partners/answer/2404183?hl=vi&ref_topic=2795905#measure-performancehttps://support.google.com/adwords/answer/1704343/?hl=vihttps://support.google.com/adwords/answer/1704343/?hl=vihttp://google.com.vn/placeshttp://google.com.vn/placeshttps://support.google.com/places/answer/177852/?hl=vi

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    Tn a phng trong t kha: Doanh nghip ca bn c nm trong vng ln cn hoc

    qun c tn c bit khng? Hy th bao gm t kha c cc tn vng ln cn "a phng"

    ny vo i snh chnh xc c lin quan hn n tm kim ca khch hng.

    V d:

    Ca hng pizza ca John nm trong khu nh ht Broadway New York. thu ht khch

    hng ang tm kim cc nh hng trong khu nh ht Broadway m t cch c th, John

    thm t kha i snh chnh xc "pizza qun broadway" vo danh sch t kha ca

    mnh.

    Hy nh vit vn bn qung co vi tin ch m rng v tr ca bn: Qung co c tin

    ch m r ng v tr c th xut hin cng vi a ch doanh nghip hoc trn bn m bn

    c th nhn mnh trong vn bn qung co ca mnh. Bn cng c th to qung co

    thu ht ngi dng in thoi di ng, nhng ngi c th gn a im ca doanh

    nghip bn hoc nhng ngi ang tm kim p ng m t nhu cu tc th.

    V d:

    John ang s dng tin ch m r ng v tr trong qung co ca hng pizza ca mnh v

    qung co ca anh s xut hin cng vi bn hin th v tr doanh nghip ca anh y.

    lm ni bt cch n ca hng pizza cho nhng ngi n qun Broadway, John a

    on vn bn "Ta lc gn nh ht Broadway" vo.

    nh gi hiu sut tin ch m rng v tr

    nh gi hiu sut tin ch m r ng v tr ca bn, hy nhp vo tab in ch m rng ung

    co trong AdWords. Bn s c th thy s lng khch hng xem a ch c th c t sng

    cng vi v tr v thng k i km cho cc ln xem qung co , k c t l nhp (CTR). Do tin

    ch m r ng v tr gip bn kt ni tm kim ca khch hng vi doanh nghip thc t ca bn,

    nn cc thng k ny c th gip bn xc nh tm kim trc tuyn no c th dn n chuyn

    iti ca hng.

    Khi xem s liu tin ch m r ng v tr, hy nh rng hnh vi ca khch hng cc vng khc

    nhau i khi c th nh hng n hiu sut qung co tng th ca bn. V d: nu khch hng

    tah c nhiu kh nng nhp vo cc lin kt cho chui Ca hng c ph ca Sally hn khch

    hng Florida, Sally c th mong i qung co c a ch tah c CTR cao hn qung co c

    a ch Florida. xem th ng tin chi tit v nhp chu t ca bn n t u, hy khm ph bo

    co hiu sut a l.

    Lu

    thm tin ch m r ng v tr, bn cn phi s dng m t trong cc loi chin dch sau:

    Mng tm kim c la chn hin th - Tiu chun

    "Mng tm kim c la chn hin th - Tt c cc tnh nng"

    Mng tm kim & hin th - Tiu chun"

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

    Ch Mng tm kim - Tiu chun"

    "Ch Mng tm kim - Tt c cc tnh nng"

    Ch Mng hin th - ng dng trn thit b di ng"

    Ch Mng hin th - Tt c cc tnh nng"

    Nu bn s dng m t loi chin dch khc vi cc loi c lit k trn, tin ch m r ng v

    tr s kh ng c s n cho chin dch ca bn. Tm hiu v cc loi chin dch AdWords.

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2615875http://support.google.com/adwords/bin/answer.py?hl=vi&answer=6365http://support.google.com/adwords/bin/answer.py?hl=vi&answer=6365https://support.google.com/partners/answer/answer.py?answer=2567043

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    2.9. Nng cao qung co ca bn bng cc tin ch m r ng

    Tm hiu cch tin ch m r ng qung co c th cung cp cho khch hng nhiu l do hn

    nhp vo qung co ca bn

    Chn loi tin ch m r ng qung co tt nht p ng cc mc tiu doanh nghip ca

    bn

    Nhn c nhiu gi tr nht t tin ch m r ng bng cch hiu v ty chn t gi, t gi

    thu v nhm mc tiu

    Thit lp tin ch m r ng u tin ca bn cho chin dch hoc chia s tin ch m r ng

    trn cc chin dch

    Cung cp cho khch hng nhiu l do nhp vo qung co ca bn

    Bng cch bao gm th ng tin doanh nghip b sung vi qung co, chng hn nh a ch v s

    in thoi ca bn, lin kt trang ca cc trang web khc hoc nh gi ca bn th ba, tin ch

    m r ng qung co mang n cho khch hng nhiu l do hn na nhp vo qung co ca

    bn. Tin ch m r ng qung co xut hin cng vi qung co ca bn trn Google v trong m t

    s trng hp trn ton b Mng hin th ca Google. Thm tin ch m r ng vo chin dch s

    kh ng mt ph, nhng nh mi khi, bn b tnh ph cho nhp chu t ln qung co, cng nh m t

    s tng tc nht nh ca ngi dng vi tin ch m r ng qung co, chng hn nh nhp vo

    nt gi.

    Hu ht qung co c tin ch m r ng xut hin pha trn kt qu tm kim. V tr ny thng

    c gi mi nhp chut (CPC) cao hn CPC cho qung co xut hin bn cnh kt qu tm kim.

    hin th th ng tin c lin quan hn cho ngi dng, chng t i kt hp tc ng d kin t tin

    ch m r ng ca bn vo Xp hng qung co c tnh ton (kt hp gi thu, cht lng qung

    co v trang ch ca bn, tc ng d kin ca tin ch m r ng v cc nh dng qung co

    khc). iu ny c ngha l nu hai qung co cnh tranh c cng gi thu v cht lng, th

    qung co c tc ng d kin tch cc hn t tin ch m r ng thng s xut hin v tr

    qung co cao hn qung co cn li.

    Do qung co pha trn kt qu tm kim, ni hu ht cc qung co c tin ch m r ng xut

    hin, thng c chi ph cao hn qung co bn cnh hoc bn di kt qu tm kim v do Xp

    hng qung co ca bn (cc yu t trong tc ng d kin ca tin ch m r ng, gi thu v

    im cht lng ca bn) xc nh liu qung co ca bn c iu kin hin th vi tin ch

    m r ng qung co hay kh ng, bn c th cn tng gi thu hoc im cht lng (hoc c hai)

    tin ch m r ng ca bn hin th.

    Hu ht tin ch m r ng qung co c to cp chin dch. Bn c th thit lp tin ch m

    r ng trong khi to chin dch ca mnh ln u tin hoc to tin ch m r ng mi bn trong

    chin dch hin ti. M t s loi tin ch m r ng nht nh c nng cp c tnh nng b sung, v

    d: kh nng c to cp nhm qung co hoc kh nng hin th trn qung co m kh ng

    cn bt k thit lp no.

    https://support.google.com/adwords/answer/6297https://support.google.com/adwords/answer/1722087https://support.google.com/adwords/answer/116495https://support.google.com/partners/answer/answer.py?answer=140351

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    Chn loi tin ch m rng qung co

    Chn tin ch m r ng da trn hnh ng bn mun mi ngi trn web thc hin khi h xem

    qung co ca bn v loi th ng tin bn mun qung b.

    d:

    Gi s bn s hu m t ca hiu sa xe p ti Tokyo v Rie, khch hng ang p xe gn

    ca hng ca bn, b xt lp. Khi c tm kim "sa xe p" trn in thoi di ng ca mnh, c

    y s thy qung co ca bn vi tin ch m r ng v tr v s in thoi. C c th nhp vo

    s in thoi gi cho bn ngay lp tc c tr gip hoc nhp vo a ch tm

    ng n ch bn.

    Di y l cc tin ch m r ng qung co m bn c th s dng cung cp cho khch hng

    thm th ng tin v doanh nghip ca mnh:

    Tin ch m r ng v tr

    Tr gip ngi tiu dng ln cn tm thy hoc gi n ca hng gn nht ca bn. Tm hiu

    thm

    Tin ch m r ng cu c gi

    Kt ni trc tip ngi dng vi doanh nghip ca bn bng in thoi. Tm hiu thm

    https://support.google.com/adwords/answer/2404180https://support.google.com/adwords/answer/2404180https://support.google.com/adwords/answer/2453991

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    Lin kt trang web

    Qung b nhiu trang hn bn trong trang web ca bn ngoi trang ch chnh ca qung

    co. Tm hiu thm

    Ch thch trn mng x h i

    Cho bit s lng ngi theo di trang Google+ m doanh nghip ca bn c trn qung co ca

    bn. Tm hiu thm

    Xp hng ngi bn

    Hin th xp hng doanh nghip trc tuyn ca bn trong qung co. Tm hiu thm

    https://support.google.com/adwords/answer/2375416https://support.google.com/adwords/answer/1722132https://support.google.com/adwords/answer/2375474

  • 75

    Tin ch m r ng ng dng

    Hin th lin kt n ng dng trn in thoi di ng hoc my tnh bng ca bn ngay bn

    di qung co. Tm hiu thm

    Tin ch nh gi

    Trnh by cc nh gi tch cc v li khen tng bn di qung co ca bn. Tm hiu thm

    Ch thch lt truy cp trc

    Hin th cho mi ngi nu h nhp th ng qua trang web ca bn t kt qu Tm kim ca

    Google trc y. Tm hiu thm

    Tin ch m r ng phiu mua hng t ng

    Qung b giao dch c cp trong vn bn qung co ca bn

    Cch tin ch m r ng phiu mua hng t ng hot ng

    i vi m t s nh qung co, bn c th thy rng qung co ca bn c nng cao vi

    tin ch m r ng phiu mua hng t ng, lin kt c gn nhn "Xem giao dch ca qung co

    ny". Chng t i s t ng thm lin kt ny vo qung co ca bn, cho php bn qung b

    giao dch c cp trong vn bn qung co vi lin kt n trang ch v cung cp cho khch

    hng m t l do khc nhp vo qung co ca bn.

    https://support.google.com/adwords/answer/2402582https://support.google.com/adwords/answer/3236114https://support.google.com/adwords/answer/2375416

  • 76

    Khi bn to qung co, h thng AdWords s qut vn bn qung co xem liu c bt k iu

    khon no lin quan n u i hoc khuyn mi c bit hay kh ng. Nu qung co ca bn

    bao gm cc iu khon nh vy, th chng t i s xem xt vn bn v RL ch ca qung co

    ca bn m bo rng giao dch c qung co c s n trn trang ch v tun th chnh

    sch ca chng t i. Nu giao dch ca bn iu kin xut hin, chng t i s hin th lin kt

    "Xem giao dch ca qung co ny" bn di vn bn qung co. Lu rng lin kt s a

    khch hng n cng m t trang ch c s dng trong RL ch ca qung co hoc RL ch

    ca t kha.

    d:

    Gi s bn bn th nhi b ng v to m t qung co qung b giao hng min ph cho gu

    nhi b ng khng l ca bn. Khi khch hng tm kim gu nhi bng khng l, chng ti c th

    hin th cho h qung co sau:

    Lu

    K t khi chng ti s dng vn bn v RL ch m bn cung cp hin th tin ch m

    r ng phiu mua hng t ng, bn c quyn kim sot tin ch m r ng phiu mua hng t

    ng c hin th cng vi qung co ca bn hoc xem chng c c hin th hay

    khng.

    Tin ch m r ng phiu mua hng t ng c gii hn ch cho qung co bng ting Anh.

    V d: iu ny c ngha l nu qung co ca bn c vit bng ting Anh v nhm mc

    tiu n khch hng ni ting Anh Nht Bn, qung co ca bn iu kin hin th

    tin ch m r ng phiu mua hng t ng.

    Khi no qung co ca bn c th xut hin vi tin ch m r ng phiu mua hng t ng

    Ngoi vic xem xt vn bn qung co ca bn xc nh xem qung co ca bn iu kin

    xut hin vi tin ch m r ng phiu mua hng t ng hay kh ng, c nhng tiu ch khc m

    bn phi p ng qung co ca bn iu kin xut hin vi tnh nng ny. Di y l cc

    tiu ch:

    Chin dch ca bn phi c chn tham gia vo Mng tm kim ca Google

    Chin dch ca bn phi nhm mc tiu n my tnh bn

    Qung co ca bn phi iu kin xut hin ti m t trong cc v tr pha trn kt qu

    tm kim ca Google

    Nu bn mun chn kh ng tham gia tin ch m r ng phiu mua hng t ng, bn c th cho

    chng ti bit qua biu mu ny. Nu bn i , bn lu n c th chn tham gia li bng cch s

    dng cng biu mu .

    https://services.google.com/fb/forms/AutomaticOfferExtensionshttps://services.google.com/fb/forms/AutomaticOfferExtensions

  • 77

    Tin ch m r ng phiu mua hng t ng hot ng vi cc tin ch m r ng qung co khc

    nh th no

    Nu qung co ca bn ang s dng tin ch m r ng qung co v qung co ca bn cng

    iu kin hin th tin ch m r ng phiu mua hng t ng, th chng t i s hin th tin ch

    m r ng qung co thay v tin ch m r ng phiu mua hng t ng. V d: nu qung co gu

    nhi b ng khng l ca bn iu kin xut hin vi tin ch m r ng qung co lin kt

    trang web v n cng iu kin xut hin vi tin ch m r ng phiu mua hng t ng, th

    chng t i s hin th lin kt trang web cng vi qung co ca bn.

    Lu

    Cc tin ch m r ng qung co sau y c s n ton cu:

    Lin kt trang web

    Tin ch m r ng cu c gi khng s dng s chuyn tip Google

    Ch thch trn mng x h i

    Tin ch nh gi (ch ngn ng ting Anh)

    tm hiu xem liu cc tin ch m r ng khc c s n c ti v tr ca bn hay kh ng, hy truy

    cp bi vit cho tin ch m r ng , c lin kt trn.

    Hiu chi ph ca bn

    Bn c th thm bt k hoc tt c th ng tin b sung ny vo qung co ca mnh m kh ng mt

    thm chi ph. Vng, min ph! AdWords ch tnh ph bn cho mi nhp chu t bn trong qung co

    v tin ch m r ng ca qung co, ti a hai nhp chu t cho mi hin th. Bn kh ng b tnh ph

    cho mi nhp chu t ln tin ch nh gi.

    Chng t i s tnh ph bn cng m t s tin mi ln khch hng nhp vo bt k lin kt no trn

    qung co ca bn, bt k lin kt c nhp l dng tiu ca qung co hay lin kt qung

    b giao dch ca bn. Bn c th quyt nh s tin ti a bn mun tr cho m t nhp chu t

    bng cch t gi thu gi mi nhp chut (CPC).

    Tin ch m r ng qung co cung cp thm c h i khch hng nhp vo v bn trong qung

    co ca bn, nhng bn s kh ng b tnh ph nhiu hn 2 nhp chu t cho mi ln hin th qung

    co. Nhp vo m t s tin ch m r ng (tin ch m r ng x h i v tin ch xp hng ngi bn)

    hon ton kh ng b tnh ph v Adwords c cc quy trnh lc ra bt k nhp chut trng lp

    hoc khng hp l no m chng t i pht hin.

    Hiu ty chn nhm mc tiu v t gi th u ca bn

    Bn c th chn hin th qung co ca mnh trn Mng tm kim v hin th ca Google. Hu

    ht tin ch m r ng qung co ch c th xut hin trn Google.com.vn v m t s trang web

    trn Mng tm kim ca Google, chng hn nh Google Maps (dnh cho tin ch m r ng v tr), v

    vy, khi bn thit lp chin dch, bn cn t gi thu gi mi nhp chut (CPC).

    https://support.google.com/partners/answer/answer.py?answer=116495https://support.google.com/partners/answer/answer.py?answer=42995https://support.google.com/partners/answer/answer.py?answer=42995https://support.google.com/partners/answer/answer.py?answer=116495

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    To tin ch m rng qung co

    Mc d bn c th to bt k tin ch m r ng qung co no bng cch thc hin theo cc bc

    chung c trnh by trong bi vit ny, mi tin ch m r ng qung co u c thit lp, bo

    co v cc phng php hay nht duy nht ca ring mnh. Hy truy cp vo bi vit cho tin ch

    m r ng bn mun to tm hiu thm (lin kt cho mi tin ch m r ng c s n trn).

    Lu

    Bn kh ng thy tin ch m r ng bn ang tm kim? M t s tin ch m r ng ch c s n cho

    cc loi chin dch nht nh bt "Tt c cc tnh nng". Bn c th chuyn chin dch ca

    mnh thnh "Tt c cc tnh nng" bt k lc no. Lu rng lm nh vy c th n hoc tt

    m t s tnh nng nh hng n vic phn pht qung co.

    M t s loi tin ch m r ng nht nh, v d nh ch thch trn mng x h i, c to t

    ng v kh ng yu cu cc bc bn di qun l chng.

    To tin ch m r ng u tin trong chin dch

    Di y l cch to tin ch m r ng u tin trong chin dch bng cch s dng trang to

    chin dch:

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

    2. Trn tab Chin dch , nhp vo nt + Chin dch v chn loi chin dch bn mun to.

    3. Bn s c a n tab Ci t ca chin dch mi.

    4. Trong Tin ch m rng qung co, hy chn h p bn cnh loi tin ch m r ng qung

    co bn mun thm vo chin dch mi ca mnh.

    o Nu bn to tin ch m r ng qung co trong m t chin dch khc trong ti khon

    ca mnh, bn c th chn s dng tin ch m r ng hin ti (y cn c gi l

    tin ch m r ng dng chung). Tin ch ny gip bn tit kim thi gian v cng sc to

    tin ch m r ng tng t cho chin dch mi theo cch th cng.

    S dng tin ch m rng dng chung

    Khi bn to tin ch m r ng mi trong qu trnh thit lp chin dch hoc sau , khi bn thm

    tin ch m r ng cho chin dch hin ti, bn s c cung cp ty chn b qua m t s bc

    b sung bng cch s dng tin ch m r ng hin ti. Bn cng c th chia s nhiu loi tin ch

    m r ng. V d: nu bn c tin ch m r ng cu c gi v tin ch m r ng lin kt trang web trong

    m t chin dch, bn c th chia s cc tin ch m r ng cho c hai loi trong chin dch mi.

    Xem v d: Thm ci t tin ch m r ng v tr hin ti vo chin dch mi.

    Chnh sa tin ch m rng dng chung: Khi bn chnh sa tin ch m r ng dng chung,

    thay i ny s c p dng cho tt c cc chin dch chia s tin ch m r ng. Nu bn ch

    mun thay i m t tin ch m r ng cho m t trong cc chin dch c chia s, bn phi

    to tin ch m r ng mi v ring bit.

    https://adwords.google.com.vn/

  • 79

    Xa tin ch m rng dng chung: Nu bn cn li t nht m t chin dch c tin ch m

    r ng, vic xa tin ch m r ng khi chin dch khc s n gin c ngha l cc chin dch

    s khng dng chung tin ch m r ng. Nu bn ch c m t chin dch c tin ch m

    r ng v bn xa tin ch m r ng ny th thay i ny l vnh vin v ci t tin ch m

    r ng ca bn s kh ng c lu.

    S dng b lc cho tin ch m rng v tr dng chung: B lc c bao gm di dng

    m t phn ca loi tin ch m r ng ny.

    d:

    Gi s bn to tin ch m r ng v tr cho Chin dch "Gim gi giy nam" lin kt vi ti

    khon Google a im v chia s tin ch m r ng v tr ny vi m t Chin dch khc

    "Gim gi giy n".

    Ti khon Google a im c th ng tin v hai thng hiu ca hng, HappyShoes v

    SunnyShoes v ch HappyShoes ang c gim gi. Nu bn to b lc cho "Gim gi giy

    nam" qung co ca bn ch i km vi cc a ch ca HappyShoes, th "Gim gi

    giy n" s c cp nht s dng b lc tng t.

    Tin ch m rng v tr -- chia s a ch th cng: Vi tin ch m r ng v tr, bn c th

    nh km ngun cp d liu Google a im hoc nhp a ch theo cch th cng. Bn

    cng c th chia s nhng a ch th cng ny gia cc chin dch. Tuy nhin, hin ti

    kh ng c cch no xc nh b a ch th cng v chia s b a ch ny gia cc chin

    dch. Bn c th chia s nhiu a ch th cng trong chin dch, nhng bn s cn phi lm

    nh vy mi ln cho tng a ch th cng.

    2.10. Hin th qung co vi xc nhn ca trang Google+

    Google+ gip mi ngi d dng chia s n i dung web. Khi trang Google+ v qung co ca bn

    c lin kt, Google c th hin th xc nhn cho doanh nghip ca bn t ngi theo di

    Google+ ca bn. Nhng xc nhn ny c gi l ch thch, cn c gi l xc nhn c chia

    s khi hin th vi tn hoc nh ngi dng Google+. Qung co ca bn c th hin th ch thch

    trn mng x h i kh ng cn phi thit lp hay qun l. Nu bn cha quen vi ch thch,

    hykhm ph Google+ dnh cho doanh nghip ngay by gi.

    C ba bc cn hon tt trc khi qung co ca bn c th c iu kin hin th ch thch

    trn mng x h i:

    Trang Google+ ca bn c RL c xc minh.

    Tn min URL ca trang Google+ khp vi tn min URL ca qung co ca bn.

    Trang Google+ ca bn cn c cc bi ng gn y, cht lng cao v m t s lng ng

    k ngi theo di. i vi hu ht cc doanh nghip, iu ny c ngha l c khong 100

    ngi theo di.

    https://support.google.com/adwords/bin/answer.py?hl=vi&answer=2370264http://www.google.com/+/business/https://support.google.com/adwords/answer/14845

  • 80

    Cch ch thch trn mng x hi hot ng

    Qung co AdWords xut hin trn Google v m t s i tc tm kim iu kin hin th ch

    thch trn mng x h i khi h thng ca chng t i pht hin trang Google+ ang hot ng v

    c xc minh. Cc ch thch ny s c hin th khi h thng ca chng t i d on rng

    chng s ci thin hiu sut chin dch. Di y bn s thy ch thch trn mng x h i tr ng

    nh th no.

    V d:

    Bn s hu m t nh hng v to trang Google+ cho doanh nghip ca mnh. Bn cng to

    chin dch AdWords c m t s qung co. Khi 100 ngi theo di trang Google+ ca nh

    hng, qung co ca bn s hin th m t ch thch trn mng x h i cho bit trang ca bn c

    100 ngi theo di.

    Cch ch thch trn mng x h i lm vic vi tnh nng AdWords

    Di y l cch ch thch trn mng x h i lm vic vi cc kha cnh khc trong chin dch

    qung co ca bn:

    t gi: Bn s c tnh ph cho cc nhp chu t chun ln qung co vn bn ca bn khi

    ngi dng nhp vo qung co truy cp vo trang web ca bn. Bn s khng b tnh

    ph khi m t ngi nhp vo nt +1 hoc lin kt n trang Google+ ca bn.

    Mng: Ch thch cho qung co xut hin trn tt c cc nh dng qung co AdWords,

    trn Google v m t s i tc tm kim. Ch thch khng phi lc no cng xut hin cng

    vi qung co ca bn.

    Bo co: Phn on d liu hiu sut theo "ch thch +1" xem qung co ca bn hot

    ng nh th no khi chng c hin th vi cc loi ch thch x h i khc nhau.

    Nguyn tc qung co

    Vui lng m bo thc hin theo chnh sch qung co chun, bao gm c chnh sch khuyn

    khch tng tc x h ic trnh by trong Trung tm chnh sch AdWords. M t s loi doanh

    nghip nht nh kh ng iu kin hin th ch thch trn mng x h i.

    Thm ch thch trn mng x hi vo chin dch

    Ch thch trn mng x h i c th t ng hin th vi qung co ca bn, khng cn phi thit

    lp hay qun l! Tuy nhin, c m t vi yu cu qung co ca bn iu kin hin th cc

    ch thch t ng ny:

    http://support.google.com/adwordspolicy/bin/answer.py?hl=vi&answer=1316548&rd=1http://support.google.com/adwordspolicy/bin/answer.py?hl=vi&answer=1187836http://support.google.com/adwordspolicy/bin/answer.py?hl=vi&answer=1187836http://support.google.com/adwordspolicy/answer/2458772/?hl=vihttp://support.google.com/adwordspolicy/answer/2458772/?hl=vi

  • 81

    Trang Google+ phi c lin kt vi trang web ca bn.

    Thc hin theo cc hng dn ny lin kt trang Google+ vi trang web ca bn nu

    chng cha c lin kt. iu ny s cho php ch thch trn mng x h i xut hin v

    cng s gip trang Google+ v trang web ca bn c pht hin trong tm kim ca

    Google.

    Tn min ca URL hin th ca qung co phi khp vi URL trang web m bn thm vo

    trang Google+ ca mnh.

    o V d: Qung co ca George c URL l happysnacks.com/low-carb s khp vi trang

    Google+ hin th URL trang web l happysnacks.com do chng c chung tn min.

    o Nu bn c cng trang web c tn min cp cao nht hoc cp th hai khc nhau cho

    cc quc gia khc nhau, hylin h vi chng ti v yu cu chng t i i snh cc tn

    min ny. V d: qung co ca bn dn n google.fr v google.co.uk, nhng trang

    Google+ ca bn hin th URL google.com

    Trang Google+ ca bn cn phi c cc bi vit gn y, cht lng cao v m t s lng

    ng k ngi theo di, c ngha l c ti thiu 100 ngi theo di i vi hu ht cc cng

    ty.

    Lu

    Ch thch trn mng x h i c th khng hin th tt c thi gian trn qung co ca bn.

    Vic ch thch c hin th hay khng ph thu c vo m t s yu t, bao gm c kch thc

    ca ca s trnh duyt v tin ch m r ng hoc th ng tin khc hin th cng vi qung co

    ca bn.

    Bn c th chn khng tham gia hin th ch thch trn mng x h i trn nhng qung co

    c kt hp vi trang Google+ ca mnh bng cch s dng biu mu ny hoc lin h vi

    chng ti.

    Bo co hiu sut cho ch thch trn mng x hi

    Bn c th xem qung co ca bn hot ng nh th no khi chng c hin th vi cc loi

    ch thch x h i khc nhau bao gm nh sau:

    C nhn (xc nhn c chia s): Khi ch thch c nhn xut hin vi qung co ca bn,

    ngi xem s thy s lng ngi trong vng kt ni ca h +1 trang ch hoc trang

    Google+ ca bn. V d: ch thch c nhn "(Maria v 28 ngi khc +1 ln qung co ny)"

    s xut hin cho John Smith nu Maria l m t trong nhng vng kt ni ca anh y, +1

    trang ch hoc trang Google+ ca bn.

    C bn (ch thch chung): Ch thch c bn cho bit s lng ngi trn ton b web

    +1 trang ch hoc trang Google+ ca bn. V d: ch thch c bn (300 ngi +1 ln qung

    co ny) s xut hin cho John Smith nu 300 ngi +1 trang ch hoc trang Google+

    ca bn nhng kh ng ngi no trong vng kt ni ca chnh anh y +1 trang ch hoc

    trang Google+.

    Di y l cch xem bo co cho ch thch trn mng x h i:

    1. Chn chin dch bn quan tm t iu hng bn.

    2. Nhp vo Phn on, sau chn Ch thch +1 t trnh n th xung.

    http://support.google.com/plus/answer/1713826/?hl=vihttps://support.google.com/adwords/?hl=vicontact=1https://services.google.com/fb/forms/socialannotations/https://support.google.com/adwords/?hl=vicontact=1https://support.google.com/adwords/?hl=vicontact=1

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    2.11. Lin kt Google a im vi AdWords

    Lin kt ti khon Google a im dnh cho doanh nghip vi ti khon AdWords s

    dng vi tin ch m r ng v tr v cc tnh nng c lin quan n v tr khc.

    Vic lin kt nhng ti khon ny cho php bn a a ch doanh nghip ca mnh vo

    qung co AdWords bn c th thu ht thm khch hng -- c bit l nhng khch

    hng gn v ang tm kim th bn ang cung cp.

    Cch lin kt ti khon Google im vi AdWords

    Nu bn c ti khon Google a im dnh cho doanh nghip, bn c th lin kt ti khon

    vi ti khon AdWords. Xem cc bc lin kt ti khon ca bn cho tin ch m r ng c

    nng cp hoc tin ch m r ng c.

    Hng dn lin kt ti khon Google a im (ch vi c nng cp)

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

    2. Nhp vo tab Chin dch v chn m t trong cc chin dch ca bn.

    3. Nhp vo tab Tin ch m rng qung co.

    4. Chn Ch xem: Tin ch m rng v tr t trnh n th xung bn trn bng tin ch

    m r ng.

    5. Nhp vo + Tin ch m rng lin kt ti khon Google a im hin ti vi chin dch

    ca bn. Khi lin kt ti khon Google a im, v tr doanh nghip a im ca bn s

    c p dng cho tt c cc chin dch, tr khi bn thit lp b lc loi tr bt k chin

    dch no trong s cc chin dch ca bn.

    Hng dn lin kt ti khon Google a im (ch vi C)

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

    2. Nhp vo tab Chin dch.

    3. Nu bn nhn thy tab Tin ch m rng qung co trong phn "Tt c chin dch trc

    tuyn", hy nhp vo tab . Nu bn khng thy tab , hy nhp vo hnh tam gic, kim

    tra h p bn cnh "Tin ch m r ng qung co" v nhp vo OK. Sau , nhp vo tab Tin

    ch m rng qung co.

    4. Nhp vo trnh n th xung "Ch xem" v chn "Tin ch m r ng v tr".

    5. Nhp vo " a ch t Google a im".

    6. Nhp vo Tin ch m rng mi.

    7. Trong phn "Chn chin dch", chn chin dch qung co bn mun lin kt vi ti khon

    Google a im.

    8. Kim tra xem email c hin th trong phn "Thm ti khon Google a im" c phi l

    ti khon bn mun lin kt vi chin dch ny khng. Nu khng, nhp vo S dng ti

    khon khc.

    9. Nu bn ch mun lin kt m t s a ch trong ti khon a im ca mnh s lin kt vi

    chin dch ny, chn h p bn cnh "B lc", sau chn cch bn mun xc nh cc a

    http://support.google.com/adwords/bin/answer.py?answer=2382892/?hl=vihttp://adwords.google.com.vn/select/https://support.google.com/adwords/answer/1704343/?hl=vihttps://support.google.com/adwords/answer/1704343/?hl=vihttp://adwords.google.com.vn/select/

  • 83

    ch thm vo. Bn c th thm nhiu iu kin bng cch nhp vo + Thm iu kin

    khc. V d: bn c th to b lc cho tn doanh nghip c th trong vng ch hin th

    m t nhm cc ca hng ca mnh.

    10. Nhp vo Lu.

    Bn c th lp li quy trnh ny lin kt thm chin dch qung co vi ti khon Google a

    im ny hoc ti khon Google a im khc.

    2.12.Thm s in thoi vo qung co ca bn

    Nu bn mun khuyn khch khch hng gi in n doanh nghip ca mnh, tin ch m rng

    cuc gi (cn c gi l nhp gi trn thit b di ng) cho php bn thm s in thoi vo

    qung co ca mnh, gip khch hng d dng gi trc tip cho bn. Tin ch m r ng cu c gi

    cng cung cp cho bn bo co chi tit v cc cu c gi m bn nhn c t qung co ca

    mnh.

    Tin ch m r ng cu c gi c cc tnh nng khc nhau ty thu c vo loi thit b m tin ch ny

    ang c hin th:

    Trn in thoi di ng cao cp (chng hn nh iPhone v thit b Android c trnh duyt

    Internet hon chnh): Qung co ca bn c th bao gm nt "Gi" c th nhp, c hin

    th cho khch hng l nhng ngi nhn thy qung co ca bn trn tm kim

    Google.com.vn, Tm kim bng ging ni, Google Mobile App, Google Maps for Mobile hoc

    m t s trang web i tc tm kim.

    Trn my tnh bn hoc my tnh xch tay v my tnh bng: Qung co ca bn s

    xut hin vi s in thoi, ngay c khi tin ch m r ng cu c gi khng s dng s chuyn

    tip.

    Khi khch hng nhp vo s in thoi trn thit b di ng c kh nng thc hin cu c gi in

    thoi, bn s b tnh ph ging nh ph tnh cho nhp chu t chun vo qung co. Lu rng tin

    ch m r ng cu c gi ca bn s ch c th nhp vo trn cc thit b cho php ngi dng nhp

    v gi (v, v d: s kh ng th nhp vo trn thit b iPod Touch).

    Lu rng khi bn thm tin ch m r ng cu c gi vo chin dch hoc nhm qung co, tin ch

    m r ng cu c gi ny p dng cho tt c qung co ca bn trong chin dch hoc nhm qung

    co .

    V d:

    Bn s hu m t ca hng bn pizza trong trung tm thnh ph Chicago. Vi tin ch m r ng

    cu c gi, m t khch hng ang tm kim pizza trn in thoi di ng ca mnh c th nhp

    vo nt ngay bn cnh qung co ca bn v gi ngay t m t vi chic bnh pizza xc

    xch b v heo rc thm tiu c ln.

  • 84

    Li ch ca tin ch m rng cuc gi

    Di y l m t vi li ch ca vic s dng tin ch m r ng cu c gi:

    o lng v ti u ha chuyn i cuc gi in thoi: Hiu mc hiu qu ca

    qung co ca bn bng cch m s cu c gi dn n chuyn i. Chng ti rt khuyn

    khch bn s dng tnh nng ny nu lu lng truy cp cu c gi quan trng i vi doanh

    nghip ca bn. Tm hiu thm v chuyn i cu c gi.

    o lng cuc gi min ph vi s chuyn tip Google: Bn s khng b tnh ph khi s

    dng s chuyn tip Google trn in thoi di ng, my tnh bn v my tnh bng.

    c ty chnh cho cc thit b khc nhau: Bn c th to tin ch m r ng cu c gi

    c ti u ha cho thit b di ng hin th trn thit b di ng hoc v hiu ha tin

    ch m r ng cu c gi c th trn thit b bn chn.

    Bo co tin ch m rng tt hn: Xem bn nhn c bao nhiu nhp chu t trn mi

    phn ca qung co khi tin ch m r ng cu c gi xut hin, chng hn nh nhp chu t vo

    dng tiu ca qung co so vi nhp chu t vo tin ch m r ng cu c gi. Chia nh cc

    s liu thng k ny theo chin dch, nhm qung co hoc qung co.

    Tnh linh hot: Tin ch m r ng cu c gi c th c thm vo nhm qung co cng nh

    chin dch.

    Chnh sa ti ch: Chnh sa tin ch m r ng cu c gi ca bn m khng cn t li

    thng k hiu sut ca tin ch m r ng cu c gi.

    Ngy bt u/ngy kt thc v lp lch: Ch nh ngy, cc ngy trong tun hoc thi gian

    trong ngy khi tin ch m r ng cu c gi ca bn s xut hin.

    Lu

    Bn c th s dng tin ch m r ng cu c gi cho chin dch nhm mc tiu Mng hin th.

    Di y l m t s iu cn ghi nh:

    Tin ch m r ng cu c gi nhm mc tiu Mng hin th s ch hin th trn in thoi di

    ng cao cp, khng hin th trn my tnh bn, my tnh xch tay hoc my tnh bng.

    Nhng tin ch m r ng ny khng h tr s dng s chuyn tip Google hoc theo di

    cu c gi di dng chuyn i.

    Trn Mng hin th, tin ch m r ng cu c gi c th c t hin th di dng s hoc

    lin kt c th nhp, cng nh nh dng ch cu c gi.

    Thc hin theo cc bc trong ti khon ca bn

    Nhp vo lin kt ny chuyn n ti khon ca bn v thc hin theo cc bc c hng

    https://support.google.com/adwords/answer/2454052#call_conversions

  • 85

    dn thm tin ch m r ng cu c gi vo qung co.

    Hoc bn c th c cc hng dn bn di.

    Cch thm tin ch m r ng cu c gi

    Di y l cch thit lp tin ch m r ng cu c gi cho tt c qung co trong chin dch hoc

    nhm qung co m bn chn:

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

    2. Chn chin dch hoc nhm qung co m bn mun thm tin ch m r ng cu c gi.

    3. Chuyn n tab Tin ch m rng qung co. Nu bn khng th thy tab ny, hy c

    cch bt tab ny.

    4. gc pha trn, hy chn Ch xem: Tin ch m rng cuc gi t trnh n th xung.

    5. Bn cnh "Ci t tin ch m r ng cu c gi", hy nhp vo Chnh sa.

    6. Trong biu mu xut hin, bn s thy m t cng c chn c cc s in thoi bn thit

    lp trc . Bn c th chn m t trong cc tin ch m r ng ny hoc to tin ch m r ng

    mi bng cch nhp vo nt +S in thoi mi. Cc bc sau y s hng dn bn cch

    thm tin ch m r ng mi.

    7. Nhp s in thoi doanh nghip ca bn cng nh quc gia ca s in thoi.

    8. Ti m t s quc gia nht nh, bn c th chn loi s in thoi bn s s dng cho tin

    ch m r ng cu c gi ca mnh: S in thoi chuyn tip Google hoc s in thoi ca

    chnh doanh nghip bn.

    9. Chn xem bn c mun qung co ca mnh bao gm c s in thoi v trang web hay ch

    s in thoi ca bn. Ty chn ny ch nh hng n thit b di ng; trn my tnh bng

    v my tnh bn hoc my tnh xch tay, trang web v s in thoi vn c th xut hin

    cng nhau.

    10. Nu bn ang s dng s in thoi chuyn tip Google v mun theo di cu c gi in

    thoi di ng di dng chuyn i, hy chn h p bn cnh Bo co chuyn i cuc gi

    in thoi.

    11. Ch nh thi lng ca cu c gi cu c gi c bo co l m t chuyn i. Nhng

    cu c gi in thoi di hn thi lng bn ch nh s c bo co l chuyn i

    thng xuyn. Nhng cu c gi t qung co trn my tnh bn s c bo co l

    chuyn i c tnh trong c t "Tng s chuyn i c tnh".

    12. Bn c th chn s in thoi ny lm tin ch m r ng u tin hin th trn thit b di

    ng. lm iu ny, hy chn h p "Di ng" bn cnh "Ty chn thit b".

    13. Nu bn mun gii hn thi gian s in thoi phi iu kin xut hin trong qung

    co ca mnh (chng hn nh vo nhng ngy c th trong tun hoc thi gian trong ngy),

    hy nhp vo Ngy bt u/kt thc, lp lch v chn thi gian mong mun.

    14. Nhp vo Lu.

    Ty chnh tin ch m rng cuc gi cho cc thit b di ng

    https://adwords.google.com.vn/https://support.google.com/adwords/bin/answer.py?hl=vi&answer=179874http://support.google.com/adwords/answer/2454052/?hl=vi

  • 86

    Tin ch m r ng hin th trn tt c cc thit b theo mc nh, nhng c hai cch m bn c th

    ty chnh tt c cc tin ch m r ng cu c gi cho cc thit b di ng v my tnh bn v my

    tnh bng:

    Bn c th to s in thoi c th cho in thoi di ng. V d: nu bn mun nhng

    ngi nhn thy qung co trn in thoi di ng ca bn gi cho s in thoi khc vi s

    in thoi m nhng ngi thy qung co ca bn trn my tnh bn, ch cn thm s

    in thoi di ng u tin v chn h p Di ng bn cnh Ty chn thit b trong ca s

    S in thoi mi.

    Bn c th gii hn cc thit b m s in thoi ca bn xut hin trn cp chin dch

    hoc cp nhm qung co. V d: nu bn mun s in thoi cho m t chin dch nht nh

    ch xut hin trn my tnh bn v my tnh bng, ch cn chnh sa Ci t tin ch m

    r ng cu c gi cp chin dch v chn Ch my tnh bn v my tnh bng bn cnh

    Hin th tin ch m r ng ny trn.

    Di y l cch to s in thoi di ng c th:

    1. Chn chin dch c s in thoi bn mun chnh sa:

    2. Nhp vo tab Tin ch m rng qung co.

    3. Trn trnh n th xung Ch xem, hy chn Tin ch m rng cuc gi.

    4. Chuyn n phn Ci t tin ch m rng cuc gi v nhp vo Chnh sa.

    5. Bn s thy danh sch s in thoi trong chin dch ny.

    6. Tm s in thoi bn mun ty chnh v nhp vo hng bn phi chn.

    7. Trn s in thoi bn chn, nhp vo mi tn xung xut hin bn cnh biu tng bt

    ch v chn Chnh sa.

    8. Trong biu mu xut hin, chn Di ng bn cnh Ty chn thit b.

    9. Thay i s in thoi nu cn ti u ha cho in thoi di ng.

    10. Nhp vo Lu.

    M o

    Bn c th chn ch thc y cu c gi (v kh ng phi dng tiu qung co ca bn,

    chng hn) khi qung co ca bn hin th trn thit b di ng. Chn Ch s in thoi bn

    cnh "Hin th cc lin kt sau". Tuy nhin, khi qung co ca bn xut hin trn cc thit b

    khc, bn vn c th nhn c nhp chu t vo dng tiu t cc thit b nh my tnh

    bn, my tnh xch tay, my tnh bng hoc iPod Touch, cc thit b ny kh ng th thc hin

    cu c gi in thoi. Trn nhng thit b ny, ngi dng s c hng n RL ch trong

    qung co. Nhp chu t vo tin ch m r ng cu c gi ca qung co hoc dng tiu ca

    qung co s c tnh cng m t gi CPC.

    Lu

    S in thoi c ty chn thit b c t thnh di ng s c u tin hn tin ch m

    r ng cu c gi chun trn thit b di ng.

    Tin ch m r ng cu c gi chun s c u tin hn tin ch m r ng cu c gi c ti u

    ha cho thit b di ng cng loi trn my tnh bn v my tnh xch tay.

    Nu chin dch hoc nhm qung co ch c tin ch m r ng cu c gi c ti u ha cho

    thit b di ng, cc tin ch m r ng ny c th hin th trn my tnh bn v my tnh

    xch tay. trnh vn ny, chng ti khuyn bn nn c tin ch m r ng cu c gi

  • 87

    chun cng loi lm tin ch m r ng cu c gi c ti u ha cho thit b di ng trong

    chin dch ca mnh.

    M o

    Bn c th thm ti a 20 tin ch m r ng cu c gi cho mi chin dch hoc nhm qung

    co.

    Nu bn ang Hoa K, Vng quc Anh, Php hoc c, bn c th s dng tin ch m

    r ng cu c gi c s in thoi chuyn tip Google. Tm hiu cch thm tin ch m r ng

    cu c gi c s chuyn tip.

    Nhn thng tin v cuc gi ca bn

    Bn c th nhn c bo co v hiu sut ca qung co c tin ch m r ng cu c gi cho tng

    chin dch hoc nhm qung co. i vi thit b di ng, xem s nhp chu t vo nt "Gi". Nu

    bn ang s dng s chuyn tip Google, bn cng c th thy chi tit v s cu c gi hp l

    c kt ni, k c nhng cu c gi dn n chuyn i (nu bn chn "bo co chuyn i cu c

    gi in thoi" khi to tin ch m r ng cu c gi).

    Di y l cch bn c th xem li s lng cu c gi m bn nhn cho mi nhm qung co

    hoc chin dch:

    1. Trn tab Chin dch hoc Nhm qung co trn trang Chin dch, nhp vo nt Phn

    on pha trn bng thng k.

    2. Chn Loi nhp chut xem nhp chu t no dn n s lt truy cp vo trang web

    hoc cu c gi in thoi ca bn.

    3. S dng "Nhp gi trn in thoi di ng" xem bn nhn c bao nhiu nhp

    chu t vo s in thoi trong qung co ca bn.

    4. Nu bn ang s dng s chuyn tip Google, bn cng c th chn xem cc c t thng k

    b sung tm hiu xem c bao nhiu cu c gi c kt ni. Nhp vo nt Ct pha trn

    bng thng k trn tab Chin dch hoc Nhm qung co, chn "Ty chnh c t" v thm cc

    c t t danh mc "Chi tit cu c gi".

    5. xem d liu chuyn i cho tin ch m r ng cu c gi in thoi di ng s dng s

    chuyn tip Google, hy nhp vo nt Ct pha trn bng thng k trn tab Chin dch hoc

    Nhm qung co, chn Ty chnh ct v thm cc c t t danh mc Chuyn i. Do cu c

    gi c thc hin t my tnh bn nn khng th lin kt qung co vi nhp chu t,

    nhng cu c gi c bo co l chuyn i c tnh trong c t "Tng s chuyn i c

    tnh".

    Hy nh rng i vi thit b di ng, nhp gi c bo co ngay khi khch hng nhp gi

    n s in thoi ca bn, bt k cu c gi c c hon tt hay kh ng.

    S dng tin ch m r ng cu c gi cng vi tin ch m r ng v tr

    Tin ch m r ng cu c gi v tin ch m r ng v tr c th hot ng cng nhau hoc c lp. C

    hai tnh nng u cho php bn thm s in thoi vo qung co vn bn khch hng c th

    tip cn bn d dng hn. Nu bn ang s dng tin ch m r ng v tr v cng bao gm s

    https://support.google.com/adwords/bin/answer.py?hl=vi&answer=2454052https://support.google.com/adwords/bin/answer.py?hl=vi&answer=2454052https://support.google.com/adwords/bin/answer.py?hl=vi&answer=173003

  • 88

    in thoi trong tin ch m r ng v tr ca mnh, qung co ca bn c th c hin th vi nt

    "Gi" cng nh lin kt "Nhn hng dn".

    V d:

    Gi s bn s hu m t chui nh hng vi hng nghn v tr khp c nc. kt ni vi cc

    khch hng ang i, bn c th cho php khch hng kt ni vi bn qua in thoi hoc xem

    hng dn n m t trong cc a im nh hng ca bn v hng dn nhng khch hng

    n m t nh hng gn vi h nht.

    Lu rng s kh ng theo chi ph chun c s n cho tin ch m r ng in thoi, nhng khng c

    s n cho tin ch m r ng v tr. "S kh ng theo chi ph chun" thng c ngha l s in thoi c

    th kh ng c bao gm trong gi dch v in thoi ca khch hng th ng thng v cho cu c

    gi c th chu khon ph b sung.

    Nu bn c tin ch m r ng v tr v tin ch m r ng cu c gi c bt cho cng m t qung co,

    khch hng gn s thy lin kt n a ch ca doanh nghip bn nh c lit k trong tin

    ch m r ng v tr v nt "Gi" c th nhp vo s kt ni mi ngi n s in thoi nh c

    lit k trong tin ch m r ng cu c gi.

    M o

    c kt hp tt nht ca nhm mc tiu theo a phng v phm vi tip cn r ng hn, chng

    ti khuyn bn nn bt c tin ch m r ng v tr v tin ch m r ng cu c gi trn qung co ca

    mnh. Tin ch m r ng cu c gi thch hp nht nu bn c trung tm dch v quc gia hoc nu

    doanh nghip ca bn kh ng c gn vi m t v tr thc t c th.

    Cch s in thoi lm vic vi tin ch m r ng cu c gi

    Tin ch m r ng cu c gi c th c s dng vi s min ph, s chun, s di ng, s chia s

    chi ph hoc s kh ng theo chi ph chun.

    Di y l m t s iu cn ghi nh:

    Cc s in thoi chia s chi ph s dng phng thc thanh ton m cc cu c gi n

    m t s in thoi quc t c th c ngi nhn cu c gi thanh ton m t phn (nhng

    khng phi ton b ) cc ph. Nu bn s dng m t trong nhng s ny cho qung co

    nhp gi ca mnh, tuyn b t chi trch nhim s xut hin cho bit khon ph b

    sung c th p dng.

    S khng theo chi ph chun l s in thoi c th kh ng c bao gm trong gi dch v

    in thoi ca khch hng th ng thng v cho cu c gi c th chu khon ph b sung. V

    qung co kh ng cp n khon ph gi mi pht v v gi ca tng i cho cc s ny c

    th khc nhau, chng ti s bao gm tuyn b t chi trch nhim ngn trong vn bn

    qung co c n i dung "Khon ph b sung c th p dng" bt c khi no s khng theo

    chi ph chun c hin th trong qung co. Tuyn b t chi trch nhim s ch c hin

    th cho cc s khng theo chi ph chun, nhng kh ng hin th cho cc loi s khc xut

    hin trong qung co nhp gi, chng hn nh s min ph, s chun hoc s di ng.

    Tin ch m r ng cu c gi Braxin

  • 89

    bt tin ch m r ng cu c gi Braxin, phi m bo bn bao gm m mng di ng cho

    mng di ng m bn chn. V d: thay v "11 5555-1234", hy s dng "0XX11 5555 1234"

    (trong "XX" thay cho m mng di ng). i vi s min ph hoc s c bit, chng hn nh

    4004 hoc 0800, kh ng cn dng m mng di ng.

    Xem cc s khng theo chi ph chun theo quc gia

    Ty thu c vo quc gia bn ang , cc s kh ng theo chi ph chun khc nhau c th c s n cho

    bn s dng cng vi tin ch m r ng cu c gi.

    Tn uc gia S khng theo chi ph chun

    Cc Tiu Vng

    quc Rp Thng

    nht

    07000, 07005

    Albani 0808

    Algeria 0801 10, 0801 11, 0801 12, 0801 13, 0801 14, 0801 15, 0801 16, 0801 17,

    0801 18, 0801 19, 0802 10, 0802 11, 0802 12, 0802 13, 0802 14, 0802 15,

    0802 16, 0802 17, 0802 18, 0802 19

    Armenia 0801, 0802, 0803, 0804

    o 0810, 0820, 0821, 0828

    Bosnia v

    Herzegovina

    082

    Braxin 3003, 4000, 4001, 4002, 4003, 4004, 4005, 4006, 4007, 4008, 4009

    C ng ha Sc 810, 811, 812, 813, 814, 815, 816, 817, 818, 819, 830, 831, 832, 833, 834,

    835, 836, 837, 838, 839, 840, 841, 842, 843, 844, 845, 846, 847, 848, 849

    Php 0810, 0811, 0819, 0820, 0821, 0825, 0826, 0884, 0890

  • 90

    c 0180

    Vng quc Anh 0843, 0844, 0845, 0870

    Hy Lp 801, 806, 812, 825

    Ireland 1850, 1890

    Israel 1-700, 1-809

    Jordan 0810, 0850, 0851, 0852, 0853, 0854, 0855, 0856, 0857, 0858, 0859, 0870,

    0871, 0872, 0873, 0874, 0875, 0876, 0877, 0878, 0879

    Lebanon 090, 091

    Liechtenstein 900 22, 900 27, 900 28, 900 79, 901 23, 906 66, 0900, 0901, 0906

    Macedonia 0801, 0802, 0803, 0804, 0805, 0806, 0807, 0808, 0809, 0810, 0811, 0812,

    0813, 0814, 0815, 0816, 0817, 0818, 0819, 0820, 0821, 0822, 0823, 0824,

    0825, 0826, 0827, 0828, 0829, 0830, 0831, 0832, 0833, 0834, 0835, 0836,

    0837, 0838, 0839, 0840, 0841, 0842, 0843, 0844, 0845, 0846, 0847, 0848,

    0849, 0850, 0851, 0852, 0853, 0854, 0855, 0856, 0857, 0858, 0859, 0860,

    0861, 0862, 0863, 0864, 0865, 0866, 0867, 0868, 0869, 0870, 0871, 0872,

    0873, 0874, 0875, 0876, 0877, 0878, 0879, 0880, 0881, 0882, 0883, 0884,

    0885, 0886, 0887, 0888, 0889, 0890, 0891, 0892, 0893, 0894, 0895, 0896,

    0897, 0898, 0899

    Antille thu c H

    Lan

    100, 101, 102, 103, 104, 105, 106, 107, 108, 109, 690, 691, 692, 693, 694,

    695, 696, 697, 698, 699

    Na Uy 810 00, 810 01, 810 02, 810 03, 810 04, 810 05, 810 06, 810 20, 810 21, 810

    22, 810 23, 810 24, 810 25, 810 26, 810 27, 810 28, 810 29, 810 30, 810 31,

    810 32, 810 33, 810 34, 810 35, 810 36, 810 37, 810 38, 810 39, 810 40, 810

    41, 810 42, 810 43, 810 44, 810 45, 810 46, 810 47, 810 48, 810 49, 810 50,

    810 51, 810 52, 810 53, 810 54, 810 55, 810 56, 810 57, 810 58, 810 59, 810

    60, 810 61, 810 62, 810 63, 810 64, 810 65, 810 66, 810 67, 810 68, 810 69,

    810 70, 810 71, 810 72, 810 73, 810 74, 810 75, 810 76, 810 77, 810 78, 810

  • 91

    79, 810 80, 810 81, 810 82, 810 83, 810 84, 810 85, 810 86, 810 87, 810 88,

    810 89

    Pakistan 021 111, 022 111, 025 111, 040 111, 041 111, 042 111, 044 111, 046 111,

    047 111, 048 111, 049 111, 051 111, 052 111, 053 111, 055 111, 056 111,

    057 111, 061 111, 062 111, 063 111, 064 111, 065 111, 066 111, 067 111,

    068 111, 071 111, 074 111, 081 111, 086 111, 091 111, 0232 111, 0233 111,

    0235 111, 0238 111, 0242 111, 0243 111, 0244 111, 0292 111, 0293 111,

    0294 111, 0295 111, 0296 111, 0297 111, 0298 111, 0453 111, 0454 111,

    0457 111, 0459 111, 0542 111, 0543 111, 0544 111, 0546 111, 0547 111,

    581111, 582111, 586111, 0604 111, 0606 111, 0608 111, 0722 111, 0723

    111, 0726 111, 0822 111, 0823 111, 0824 111, 0825 111, 0826 111, 0828

    111, 0829 111, 0832 111, 0833 111, 0835 111, 0837 111, 0838 111, 0843

    111, 0844 111, 0847 111, 0848 111, 0852 111, 0853 111, 0855 111, 0856

    111, 0922 111, 0932 111, 0937 111, 0938 111, 0939 111, 0942 111, 0943

    111, 0944 111, 0945 111, 0946 111, 0963 111, 0965 111, 0966 111, 0969

    111, 0992 111, 0993 111, 0944 111, 0995 111, 0996 111, 0997 111

    Ba Lan 0801

    Runion 0810, 0811, 0819, 0820, 0821, 0825, 0826, 0884, 0890

    Rumani 0801

    Slovakia 0850, 0851, 0852, 0853, 0854, 0855, 0856, 0857, 0858, 0859, 0860, 0861,

    0862, 0863, 0864, 0865, 0866, 0867, 0868, 0869, 0870, 0871, 0872, 0873,

    0874, 0875, 0876, 0877, 0878, 0879, 0880, 0881, 0882, 0883, 0884, 0885,

    0886, 0887, 0888, 0889, 0890, 0891, 0892, 0893, 0894, 0895, 0896, 0897,

    0898, 0899

    Ty Ban Nha 901, 902

    Thy S 0840, 0842, 0844, 0848

    Tanzania 0840, 0860, 0861

  • 92

    2.13. Hin th xp hng ngi bn vi qung co ca bn

    Xp hng ngi bn cho php ngi dng Google bit nh qung co no c xp hng cao v

    dch v cht lng. Chng t i xp hng ngi bn da trn kt hp nh gi ca khch hng v

    th ng tin t cc ngun c xc minh. Th ng tin ny gip khch hng a ra cc quyt nh

    duyt v mua hng sng sut hn. Xp hng ngi bn cng c th gip bn kim c khch

    hng tim nng cht lng hn v tng hiu sut qung co ca bn.

    Cch xp hng ngi bn hot ng

    Xp hng ngi bn l cc ch thch hin th kt hp th ng tin v nh gi t m t s ngun bn

    cnh qung co AdWords ca bn (hin ti trn trang kt qu tm kim ca Google v cc i tc

    tm kim ca Google). Nhng nh gi v xp hng ny ch yu phn nh tri nghim ngi

    tiu dng tng th ca khch hng vi cc doanh nghip ny, thay v cc sn phm c th.

    Chng ti i snh nhng nh gi ny vi qung co ca bn bng cch ghp tn min ca RL

    hin th vi tn min ca nh qung co t ngun nh gi trn Google. Xp hng ngi bn c

    th xut hin trn my tnh bn v my tnh xch tay v trn cc thit b di ng cao cp c

    trnh duyt Internet hon chnh.

    Di y l v d v qung co c th tr ng nh th no vi xp hng ngi

    bn:

    Xp hng n t u

    Xp hng ngi bn da trn tng hp nh gi v th ng tin t cc ngun sau y:

    nh gi ca khch hng c thu thp bi Google mua sm: Google mua sm tng

    hp nh gi t rt nhiu ngun trn Internet. nh gi ca Google Trusted Stores cng

    c bao gm, nu c.

    StellaService: StellaService l m t c ng ty c lp nh gi hiu sut dch v khch hng

    ca cc doanh nghip trc tuyn.

    Google Trusted Stores: Google Trusted Stores l m t chng trnh chng ch min ph c

    th ci thin t l chuyn i ca bn v kch thc n hng trung bnh bng cch cam

    oan m t ln na vi khch hng tim nng rng bn cung cp tri nghim mua sm tuyt

    vi.

    Khi no qung co ca bn c th xut hin vi xp hng ngi bn

    Ch nhng qung co nht nh iu kin xut hin vi ch thch xp hng ngi bn. Khi bn

    p ng c tiu ch sau, vic phn phi l t ng v bn c chn tham gia vo hin th xp

    hng ngi bn vi qung co ca bn trn kt qu tm kim ca Google v cc i tc tm kim

    ca Google. Di y l cc tiu ch:

    https://support.google.com/partners/answer/answer.py?answer=2616017https://support.google.com/partners/answer/answer.py?answer=2616017https://support.google.com/merchants/answer/190657http://www.stellaservice.com/about_us/https://www.google.com/trustedstores/

  • 93

    Loi chin dch ca bn phi l "Mng tm kim c la chn hin th", "Mng tm kim &

    hin th" hoc "Ch Mng tm kim".

    Khch hng phi ang tm kim trn Google.com, Google.co.uk, Google.de, Google.fr hoc

    Google.nl.

    Trong hu ht cc trng hp, doanh nghip ca bn phi c t nht 30 nh gi duy nht --

    mi nh gi c a ra trong vng 12 thng qua -- v xp hng tng hp t t nht 3,5

    sao tr ln. Tuy nhin, chng ti c th hin th xp hng cho ngi bn c t hn 30 nh

    gi nu chng t i c d liu t cc ngun khc xc nh xp hng chnh xc. t nht

    10 trong s nhng nh gi ny phi bng ngn ng giao din Google ca khch hng.

    Bn khng cn ti khon Google Merchant Center qung co ca bn iu kin cho

    xp hng ngi bn.

    Nu bn mun chn kh ng tham gia tnh nng ny, bn c th cho chng ti bit qua biu mu

    ny. Nu bn i , bn lu n c th chn tham gia li bng cch s dng cng biu mu .

    Chi ph xp hng ngi bn l bao nhiu

    Trn trnh duyt trn my tnh bn v trnh duyt trn thit b di ng, khch hng c th

    nhp qua xem nh gi v doanh nghip ca bn v xc minh ngun v bo co sau xp

    hng. Bn s kh ng b tnh ph cho nhng nhp chu t ny. Xp hng ngi bn thng nhn

    c t nhp chu t hn so vi dng tiu ca qung co, v vy, trong hu ht cc trng hp,

    khch hng thng s kh ng b chuyn hng t trang web ca bn. Li ch ca tnh nng ny l

    lm tng t l nhp da trn xp hng theo sao trong bn thn qung co.

    Cch bn c th ci thin xp hng ngi bn v nh gi ca mnh

    Cch tt nht ci thin xp hng ca bn l m bo rng khch hng ca bn nhn c

    dch v khch hng tuyt vi. Khch hng hi lng s thu ht thm nhiu khch hng hi lng

    khc, nhng ngi s n sng nh gi bn tt v ni cho ngi khc bit v doanh nghip hoc

    sn phm ca bn.

    c nh gi v doanh nghip ca bn v ch ng gii quyt cc vn m khch hng ca

    bn t ra vi kt qu p ng hp l cho tt c cc bn, k c bn.

    i khi nh gi s lm ni bt vn m doanh nghip ca bn kh ng c quyn kim sot trc

    tip. V d: khch hng c th c vn vi c ng ty giao hng ca bn hoc cht lng hng ha

    bn bn m bn kh ng sn xut. Khi xp hng ngi bn tng hp xp hng t m t s

    ngun, m t s xp hng nh th ny s kh ng tc ng ng k n xp hng tng th ca bn.

    gip m bo khch hng gi xp hng cho ng doanh nghip, hy xc nhn rng cc trang

    web nh gi ca Google mua sm hin th ng tn doanh nghip v RL ca trang web cho

    danh b doanh nghip ca bn. Tn doanh nghip v RL trang web ca bn nn nht qun trn

    cc trang web nh gi v cng phi nht qun vi ti khon Google Merchant Center ca bn

    nu bn c. iu ny gip khch hng nhn dng ng doanh nghip v gip gi xp hng cho

    cc doanh nghip khc c bao gm trong xp hng ngi bn ca ring bn.

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2567043https://services.google.com/fb/forms/SellerRatingExtensionshttps://services.google.com/fb/forms/SellerRatingExtensions

  • 94

    2.1 . Hin th lin kt b sung bn di vn bn qung co ca bn

    Tin ch m r ng qung co lin kt trang web cho php bn hin th lin kt n cc trang c

    th trn trang web bn di vn bn qung co (v ngoi trang ch chnh), gip khch hng tm

    thy nhng g h ang tm kim trn trang web ca bn ch vi m t nhp chu t. Lin kt trang

    web xut hin trong qung co u v cui kt qu tm kim ca Google. Bn c th kch hot

    lin kt trang web khi bn chn ci t chin dch ca mnh. Bn c th chnh sa vn bn lin

    kt v RL v xem qung co cha lin kt trang web hot ng nh th no t tab in ch m

    rng ung co trong ti khon AdWords ca bn.

    V d:

    Bn s hu m t chui ca hng bnh pizza v mun khch hng c th t hng d dng

    nht c th. Bng cch thm lin kt trang web vo qung co, bn c th gip khch hng

    trc tip n trang trn trang web m h ang tm kim hoc trang to ra nhiu bn hng

    nht. Qung co ny bao gm 4 lin kt trang web m bn c th hin th bn di vn bn

    qung co ca mnh.

    Qung co trn cc trang kt qu tm kim c hin th trn my tnh bn v my tnh bng

    c th hin th t 2 n 6 lin kt ngoi RL hin th. Qung co trn cc trang kt qu tm kim

    c hin th trn in thoi di ng c trnh duyt Internet hon chnh c th hin th thm ti

    a 4 lin kt (kh ng c s n cho in thoi WAP).

    Trong m t s trng hp, chng t i c th b sung lin kt trang web ca bn bng cc m t

    m bn cung cp v nhng trang . Hoc bn c th t mnh thm cc chi tit khi to hay

    chnh sa lin kt trang web hoc chng t i c th t ng s dng th ng tin trong ti khon ca

    bn c lin quan n lin kt trang web ring l -- v d: t cc qung co khc nhau trong ti

    khon ca bn. Bng cch hin th th ng tin b sung vi lin kt trang web, qung co ca bn

    c th c lin quan hn n khch hng tim nng.

    L do s dng lin kt trang web

    Di y l m t vi l do xem xt thm lin kt trang web vo qung co ca bn:

    Hin th phm tt: khch hng xem v nhp vo cc phn ph bin hoc phn c chuyn

    i cao trn trang web ca bn m t cch nhanh chng.

    Gim thiu cng vic: To lin kt trang web c lp t qung co vn bn ca bn, kch

    hot cc lin kt trang web t trang ci t chin dch ca bn. Ni cch khc, bn khng

    cn phi to qung co vn bn mi hoc chnh sa qung co vn bn bao gm cc lin

    kt trang web.

    Cp nht d dng: Thay i vn bn lin kt v URL bt c khi no bn mun, lun cp

    nht qung co cho bn hng v phiu mua hng c bit.

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=14086

  • 95

    Tnh linh hot: Bn c th thm lin kt trang web vo chin dch hoc nhm qung co,

    cung cp cho bn nhiu quyn kim sot hn i vi nhng qung co c th m lin kt

    trang web hin th bn cnh.

    Bo co chi tit: Tm hiu s nhp chu t xy ra trn bt k phn no ca qung co,

    mi khi lin kt trang web ring l xut hin. Chia nh thng k theo chin dch, nhm

    qung co hoc qung co. Phn on thng k ca bn bng cch s dng "Tin ch m

    r ng ny so vi khc" xem s nhp chu t xy ra trn cc lin kt trang web ring l so

    vi m t phn khc ca qung co (v d: dng tiu , lin kt trang web khc hoc m t

    tin ch m r ng khc).

    S dng d liu: Chnh sa lin kt trang web ca bn m kh ng t li thng k hiu sut

    ca lin kt trang web .

    Lin kt trang web c ty chnh cho thit b di ng:To lin kt trang web c ti

    u ha cho thit b di ng hin th trn thit b di ng hoc tt lin kt trang web c

    th trn thit b bn chn.

    Lp lch vi ngy bt u v ngy kt thc: Ch nh ngy, ngy trong tun hoc thi gian

    trong ngy m lin kt trang web ca bn c iu kin hin th.

    Lu

    Lin kt trang web c gii hn kh ng qu 25 k t trong hu ht ng n ng hoc 12 k t

    trong cc ng n ng 2 byte. Ng n ng 2 byte l cc ng n ng s dng cc k t 2 byte nh

    ting Trung, ting Nht v ting Hn.

    Xem xt tt c cc chnh sch v tin ch m r ng lin kt trang web.

    Thc hin theo trong ti khon ca bn

    Nhp vo nt bn di chuyn n ti khon ca bn v thc hin hng dn tng bc v

    cch thm lin kt trang web vo qung co.

    Hoc bn c th thc hin theo hng dn bn di.

    To v qun l lin kt trang web

    To lin kt trang web mi

    Lu

    Bn kh ng thy lin kt trang web? Tnh nng ny ch s n c cho chin dch

    ang hin th trn Google tm kim. iu ny c ngha l s dng lin kt

    https://support.google.com/adwordspolicy/answer/1054210

  • 96

    trang web, bn cn phi chn m t trong s cc loi chin dch sau khi bn to

    chin dch ca mnh:

    "Mng tm kim c la chn hin th"

    "Mng tm kim & hin th"

    Ch Mng tm kim"

    Tm hiu thm v cc loi chin dch khc nhau c s n.

    to lin kt trang web cp chin dch:

    1. Chn chin dch bn mun thm tin ch m r ng vo.

    2. Nhp vo tab Tin ch m rng qung co.

    3. Chn Tin ch m r ng lin kt trang web t trnh n th xung Ch

    xem.

    4. Bn cnh lin kt Ci t lin kt trang web, nhp vo Chnh sa.

    5. Bn s thy tt c cc lin kt trang web nm trong ti khon ny.

    o s dng lin kt trang web hin ti, nhp vo lin kt trang web .

    o to lin kt trang web mi, nhp vo nt Mi.

    6. in vn bn lin kt trang web v URL vo.

    7. Trng M t l ty chn. Khi bn in vo c hai dng m t, th lin kt

    trang web ca bn c th iu kin hin th vi nhng chi tit ny. Tm

    hiu thm trong phn Lin kt trang web vi chi tit b sungbn di.

    8. Nhp vo Lu lu ci t lin kt trang web cho chin dch ca bn.

    9. cui ca s tin ch m r ng lin kt trang web ca chin dch bn cnh

    Hin th tin ch m r ng ny trn, chn thit b m bn mun lin kt

    trang web trong chin dch xut hin trn . Bn c th chn hin th lin

    kt trang web trn Tt c thit b (y l ci t mc nh) hoc ch

    nh Ch thit b di ng hoc Ch my tnh bn v my tnh bng.

    10. Nhp vo Lu.

    M o

    Gi cho vn bn lin kt ngn. iu ny lm tng s lng lin kt c th

    hin th v cung cp cho AdWords nhiu lin kt trang web hn chn.

    Nhn vo thanh iu hng trang web ca bn c cc tng lin kt

    trang web d dng.

    Th t ca lin kt trang web v cch cc lin kt trang web hot ng

    tc ng n tn sut lin kt trang web c chn hin th trong qung

    co.

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2567043https://support.google.com/partners/answer/answer.py?answer=2375416#SitelinkDescriptions

  • 97

    Lin kt trang web cp nhm qung co

    Trc khi bn to lin kt trang web cp nhm qung co, hy lu nhng iu

    sau:

    Theo mc nh, nhm qung co s dng lin kt trang web ca chin dch

    m nhm qung co nm trong .

    Nu bn to m t loi lin kt trang web cho nhm qung co, loi lin kt

    ny s ghi loi lin kt trang web cp chin dch ging vy.

    Bn cng c th v hiu lin kt trang web cho nhm qung co. Vic ny s

    xa bt k lin kt trang web no bn to trong nhm qung co v

    ngng bt k lin kt trang web cp chin dch no hin th vi nhng qung

    co . Ni cch khc, kh ng c lin kt trang web no ca loi chn s

    hin th cho nhm qung co.

    to lin kt trang web cp nhm qung co:

    1. Chn nhm qung co bn mun thm lin kt trang web vo.

    1. Nhp vo tab Tin ch m rng qung co.

    2. Chn Ch xem: Tin ch m rng lin kt trang web t trnh n th

    xung.

    3. Bn cnh lin kt Ci t tin ch m rng lin kt trang web, nhp

    vo Chnh sa.

    4. Chn S dng lin kt trang web nhm qung co to lin kt trang

    web c th cho nhm qung co.

    5. Bn s thy tt c cc lin kt trang web nm trong ti khon ny.

    1. s dng lin kt trang web hin ti, hy nhp vo mi tn bn cnh

    lin kt trang web bn mun thm vo nhm qung co.

    2. to lin kt trang web mi trong nhm qung co, nhp vo

    nt Mi.

    6. in vn bn lin kt trang web v URL vo.

    7. Trng M t l ty chn. Khi bn in vo c hai dng m t, th lin kt

    trang web ca bn c th iu kin hin th vi nhng chi tit ny. Tm

    hiu thm trong phn Lin kt trang web vi chi tit b sungbn di.

    8. Nhp vo Lu v tr v ca s tin ch m r ng lin kt trang web ca

    nhm qung co.

    https://support.google.com/partners/answer/answer.py?answer=2375416#SitelinkDescriptions

  • 98

    9. cui ca s tin ch m r ng lin kt trang web ca nhm qung co bn

    cnh Hin th tin ch m r ng ny trn, chn thit b m bn mun lin

    kt trang web trong nhm qung co xut hin trn . Bn c th chn

    hin th lin kt trang web trn Tt c thit b (y l ci t mc nh) hoc

    ch nh Ch thit b di ng hoc Ch my tnh bn v my tnh bng.

    10. Nhp vo Lu.

    M o

    Chn S dng ci t chin dch s dng cc lin kt trang web ca

    chin dch. Lu rng lin kt trang web cp chin dch s c s dng

    cho nhm qung co theo mc nh, do , ty chn ny ch hu ch nu

    bn mun xa ci t trc .

    Chn V hiu tin ch m rng lin kt trang web xa lin kt trang

    web ca nhm qung co v n lin kt trang web ca chin dch cho nhm

    qung co ny. iu ny c ngha l nhm qung co s khng hin th lin

    kt trang web ca bn.

    Chnh sa lin kt trang web

    chnh sa lin kt trang web cp chin dch hoc cp nhm qung co:

    1. Chn chin dch hoc nhm qung co c lin kt trang web bn mun chnh

    sa.

    2. Nhp vo tab Tin ch m rng qung co.

    3. Chn Ch xem: Tin ch m rng lin kt trang web t trnh n th

    xung.

    4. T phn Ci t tin ch m rng lin kt trang web, nhp vo Chnh sa.

    5. Bn s thy tt c cc lin kt trang web trong chin dch hoc nhm qung

    co ny. Cu n n lin kt trang web cp chin dch hoc cp nhm qung co

    tm lin kt trang web bn mun chnh sa. Nhp vo mi tn bn phi

    chn.

    6. Trn lin kt trang web bn chn, nhp vo mi tn hng xung xut

    hin bn cnh biu tng bt ch v chn Chnh sa.

    7. Thc hin thay i vi lin kt trang web bn chn.

    o Trng M t l ty chn. Khi bn in vo c hai dng m t, th lin kt

    trang web ca bn c th iu kin hin th vi nhng chi tit ny. Tm

    hiu thm trong phn Lin kt trang web vi chi tit b sung bn di.

    https://support.google.com/partners/answer/answer.py?answer=2375416#SitelinkDescriptions

  • 99

    8. Sau khi bn hon tt vic chnh sa, hy nhp vo Lu.

    9. Lin kt trang web s c chnh sa cho nhm qung co v chin dch bt

    k chia s lin kt trang web.

    M o

    Gi cho vn bn lin kt ngn. iu ny lm tng s lng lin kt c th hin

    th v cung cp cho AdWords nhiu lin kt trang web hn chn.

    Nhn vo thanh iu hng trang web ca bn c cc tng lin kt trang

    web d dng.

    Th t ca lin kt trang web v cch cc lin kt trang web hot ng tc

    ng n tn sut lin kt trang web c chn hin th trong qung co.

    Xa lin kt trang web

    xa lin kt trang web cp chin dch hoc cp nhm qung co:

    1. Chn chin dch hoc nhm qung co c lin kt trang web bn mun xa.

    2. Nhp vo tab Tin ch m rng qung co.

    3. Chn Ch xem: Tin ch m rng lin kt trang web t trnh n th

    xung.

    4. Chuyn n phn Ci t tin ch m rng lin kt trang web v nhp vo

    plusbox m r ng phn .

    5. Bn s thy tt c cc lin kt trang web trong chin dch hoc nhm qung

    co ny. Cu n n tin ch m r ng cp chin dch hoc cp nhm qung

    co, di con tr chu t ln tp hp cc lin kt trang web cha m t lin kt bn

    mun xa v nhp vo biu tng bt ch xut hin gc trn.

    6. Trong tiu Tin ch m rng lin kt trang web chn, nhp vo mi

    tn bn cnh tng tin ch m r ng bn mun xa khi chin dch hoc

    nhm qung co. Nu bn ang xa lin kt trang web khi chin dch, th

    vic ny cng s xa lin kt trang web cho tt c cc nhm qung co trong

    chin dch.

    7. Nhp vo Lu khi bn hon tt.

    xa tt c cc lin kt trang web cng m t loi khi chin dch hoc nhm

    qung co:

  • 100

    1. Chn chin dch hoc nhm qung co c lin kt trang web bn mun xa.

    2. Nhp vo tab Tin ch m rng qung co.

    3. Chn Ch xem: Tin ch m rng lin kt trang web t trnh n th

    xung.

    4. Chuyn n phn Ci t tin ch m rng lin kt trang web v nhp vo

    plusbox m r ng phn .

    5. Bn s thy tt c cc lin kt trang web trong chin dch hoc nhm qung

    co ny. Cu n n lin kt trang web cp chin dch hoc cp nhm qung

    co bn mun xa v nhp vo h p kim bn cnh cc lin kt trang web .

    6. Nhp vo Xa.

    Ty chnh lin kt trang web cho thit b di ng

    Theo mc nh, tin ch m r ng hin th trn tt c cc thit b, nhng c 2 cch bn c th ty

    chnh tin ch m r ng lin kt trang web cho cc thit b di ng, my tnh bn v my tnh

    bng.

    Bn c th to lin kt trang web c th cho in thoi di ng. V d: nu bn c cc trang

    sn phm c th cho in thoi di ng trn trang web ca mnh v mun s dng lin kt

    trang web c u tin trn thit b di ng cho ngi dng trc tip ti , ch cn to lin

    kt trang web c u tin trn thit b di ng v chn h p Di ng bn cnh Ty chn

    thit b trong ca s Lin kt trang web mi.

    Bn c th gii hn nhng thit b m tin ch m r ng lin kt trang web c th xut hin

    trn cp chin dch hoc cp nhm qung co. V d: nu bn mun lin kt trang web

    cho chin dch c th ch xut hin trn my tnh bn v my tnh bng, ch cn chnh

    sa ci t tin ch m r ng cp chin dch v chn Ch my tnh bn v my tnh

    bng bn cnh Hin th tin ch m r ng ny trn.

    Di y l cch to lin kt trang web c th cho in thoi di ng:

    1. Chn chin dch c lin kt trang web bn mun chnh sa.

    2. Nhp vo tab Tin ch m rng qung co.

    3. Trn trnh n th xung Ch xem, chn Tin ch m rng lin kt trang web.

    4. Chuyn n phn Ci t tin ch m rng lin kt trang web v nhp vo Chnh sa.

    5. Bn s thy danh sch tt c cc lin kt trang web trong chin dch ny.

    6. Tm lin kt trang web bn mun ty chnh v nhp vo mi tn bn phi chn.

    7. Trn lin kt trang web bn chn, nhp vo mi tn hng xung xut hin bn cnh

    biu tng bt ch v chn Chnh sa.

    8. Trong biu mu s xut hin, hy chn Di ng bn cnh ty chn thit b.

    9. Thay i lin kt trang web, nu cn, ti u ha cho thit b di ng.

    10. Nhp vo Lu.

    Lu

    Lin kt trang web c ty chn thit b c t l di ng s c u tin hn lin kt

    trang web chun trn thit b di ng.

    Lin kt trang web chun s c u tin hn lin kt trang web c ti u ha cho thit

    b di ng cng loi trn my tnh bn v my tnh xch tay.

  • 101

    Nu chin dch hoc nhm qung co ch c lin kt trang web c ti u ha cho thit b

    di ng, th cc lin kt trang web ny c th hin th trn my tnh bn v my tnh xch

    tay. trnh iu ny, chng ti khuyn bn nn c lin kt trang web chun cng loi vi

    lin kt trang web c ti u ha cho thit b di ng trong chin dch ca mnh

    Lp lch lin kt trang web

    Di y l cch thu hp phm vi ngy hoc gi c th xut hin lin kt trang web:

    1. Chn chin dch c lin kt trang web bn mun chnh sa.

    2. Nhp vo tab Tin ch m rng qung co.

    3. Chn Ch xem: Tin ch m rng lin kt trang web t trnh n th

    xung.

    4. Chuyn n phn Ci t tin ch m rng lin kt trang web v nhp

    vo Chnh sa.

    5. Bn s thy danh sch tt c cc tin ch m r ng trong chin dch ny.

    6. Di con tr chu t qua lin kt trang web bn mun lp lch. Nhp vo mi tn

    hng xung xut hin bn cnh biu tng bt ch v chn Chnh sa.

    o Hy nh rng bt k thay i no bn thc hin s nh hng n tt c

    chin dch hoc nhm qung co chia s lin kt trang web ny. thc

    hin thay i ch cho chin dch ny, chn Sao chp v chnh sa thay

    th.

    7. Trong biu mu s xut hin, nhp vo phn Ngy bt u/kt thc, lp lch.

    8. Nhp vo bn trong h p ngy bt u v ngy kt thc chn ngy m lin

    kt trang web s bt u v ngng xut hin.

    9. S dng phn Lp lch t cc ngy trong tun v s ln trong ngy m lin

    kt trang web s xut hin. Tt c thi gian c tnh theo mi gi ca ti khon

    ca bn.

    10. Nhp vo Lu.

    nh dng lin kt trang web vi chi tit b sung

    Gi s bn ang chy m t chin dch vi lin kt trang web. Trong m t s trng

    hp, chng t i c th b sung cho cc lin kt trang web ca bn nhng m t

    m bn cung cp v nhng trang , v vy ton b n v qung co ca bn

    tr ng ging nh v d sau:

  • 102

    Hoc bn c th t mnh thm cc chi tit khi to hay chnh sa lin kt trang

    web hoc chng t i c th t ng s dng th ng tin trong ti khon ca bn c

    lin quan n lin kt trang web ring l -- v d: t cc qung co khc nhau

    trong ti khon ca bn. Bng cch hin th th ng tin b sung vi lin kt trang

    web, qung co ca bn c th c lin quan hn n khch hng tim nng.

    Cch thm m t vo lin kt trang web ca bn

    Khi to lin kt trang web mi hoc chnh sa lin kt trang web hin ti, hy

    in vo c hai dng trong trng "M t" cc lin kt trang web ca bn

    iu kin hin th vi nhng chi tit .

    Xem phn bn trn bit hng dn v cch to hoc chnh sa lin kt trang

    web.

    Cch lin kt trang web cng vi chi tit b sung hot ng t ng

    V d:

    Bn to lin kt trang web cho chin dch nh hng pizza v qung co ca

    bn c th hin th lin kt trang web tng t qung co sau:

    By gi, gi s ti khon ca bn cng bao gm qung co vn bn sau:

  • 103

    V qung co vn bn trong ti khon bao gm th ng tin tng t vi lin kt

    trang web ca bn, chng t i c th thm m t s th ng tin vo lin kt

    trang web v hin th cho khch hng tim nng n v qung co c th tr ng

    ging nh sau:

    Lu : iu quan trng cn nh l chng t i s b sung lin kt trang web ca

    bn vi th ng tin m bn cung cp. iu ny c ngha l bn ang kim sot

    th ng tin, chng hn nh vn bn qung co, m chng t i hin th trong tin

    ch m r ng lin kt trang web ca bn.

    Lu

    Chng t i s ch hin th lin kt trang web vi th ng tin b sung nu chin

    dch lin kt trang web ca bn p ng tiu ch c th, bao gm nh sau:

    Qung co hin ti ca bn hin th cng vi hai hoc ba dng lin kt trang

    web v xut hin pha trn kt qu tm kim ca Google.

    Bn in thng tin b sung cho cc lin kt trang web ca mnh HOC

    chng t i tm thy cc qung co khc trong ti khon ca bn ph hp

    vi lin kt trang web ca bn.

    Lin kt trang web c chi ph l bao nhiu

    Chi ph ca m t nhp chu t vo lin kt trang web bng vi chi ph ca m t nhp chu t vo RL

    hin th trong cng m t qung co. Ni cch khc, bn s b tnh cng m t s tin bt k lin kt

    no trong cng m t qung co RL ch hay lin kt trang web m ai nhp vo. Lin kt

    trang web cung cp thm c h i khch hng nhp ln v vo bn trong qung co ca bn,

    nhng bn s kh ng b tnh ph nhiu hn 2 nhp chu t cho mi hin th qung co. Tuy nhin,

    nu c ai nhp nhanh vo nhiu lin kt trong khi xem qung co, vic ny c coi l nhp

    chut trng lp hoc khng hp l v bn s kh ng b tnh ph.

    Hiu sut v bo co

    Gi s bn mun xem cc lin kt trang web ca mnh hot ng nh th no, nh s nhp

    chu t hoc s ln hin th, xy ra khi lin kt trang web c hin th cng vi qung co ca

    bn. Bn c th s dng d liu hiu sut lin kt trang web ca mnh xem lin kt trang web

    https://support.google.com/partners/answer/answer.py?answer=42995https://support.google.com/partners/answer/answer.py?answer=42995

  • 104

    no hot ng tt nht v sau ti u ha cc lin kt trang web ca bn gip bn t c

    mc tiu qung co ca mnh.

    Theo di hiu sut lin kt trang web

    Bn c th phn tch hiu sut ca qung co cha lin kt trang web t tab in ch m rng

    ung co ca mnh. C t s nhp chu t tnh s nhp chu t ln c lin kt trang web v ln

    qung co ca bn khi lin kt trang web ca bn xut hin cng vi nhp chu t.

    Di y l cch xem d liu hiu sut lin kt trang web ca bn:

    1. Chn chin dch c cc lin kt trang web. Sau , nhp vo tab Tin ch m rng qung

    co.

    2. Chn Ch xem: Tin ch m rng lin kt trang web t trnh n th xung.

    3. Bn s thy bng thng k cha d liu v hiu sut ca ton b n v qung co khi lin

    kt trang web xut hin. Ni cch khc, d liu ny bao gm hiu sut ca lin kt trang

    web, cng nh qung co v bt k lin kt trang web no khc xut hin cng.

    4. Phn tch d liu hiu sut ca bn xem lin kt trang web no ang hot ng tt v ti

    u ha cc lin kt trang web ca bn cho ph hp.

    Phn on d liu hiu sut ca bn

    S dng phn on xem xt k hn hiu sut lin kt trang web ring l. Chng t i khuyn

    bn nn s dng phn on "Tin ch m r ng ny so vi khc" so snh s lng nhp chu t

    m lin kt trang web ring l ca bn nhn c vi cc lin kt trang web hoc dng tiu

    khc xut hin trong qung co ca bn.

    Di y l cch phn on d liu ca bn theo "Tin ch m r ng ny so vi khc":

    1. Nhp vo tab Tin ch m rng qung co ca chin dch c lin kt trang web

    2. Nhp vo Ch xem: Tin ch m rng lin kt trang web t trnh n th xung.

    3. Nhp vo trnh n th xung Phn on.

    4. Chn "Tin ch m r ng ny so vi khc".

    5. Trong bng, bn s thy m t hng c tn l "Khc" v m t hng c tn l "Tin ch m r ng

    ny". Bn c th so snh s liu thng k hai hng ny xem cc tin ch m r ng ring

    l ca bn ang hot ng nh th no v ti u ha chng cho ph hp.

    Di y l cch bn c th so snh s lng nhp chu t m RL hin th ca qung co nhn

    c so vi lin kt trang web ca qung co:

    1. T tab Tin ch m rng qung co ca chin dch c lin kt trang web, hy nhp vo

    trnh n th xung "Phn on".

    2. Chn "Loi nhp chu t".

  • 105

    o

    Ty chnh bng thng k chia nh hiu sut lin kt trang web ca bn theo chin dch

    hoc nhm qung co. lm nh vy, hy nhp vo trnh n th xung Ct v chn Ty

    chnh ct. Trong phnCp chi tit, bn c th thm cc c t Chin dch v Nhm ung

    co ring bit vo bng bng cch nhp vo lin kt Thm.

    Theo di trong Google Analytics

    T ng gn th cc lin kt s dn n vic RL trang ch ca bn b ghi li vi th ng s lin

    kt trang web khc.

    iu ny c ngha l RL trang ch s xut hin di dng mc nhp ring trong bo co N i

    dung hng u ca bn cng nh c s n cho bn trong phn AdWords ca Ngun lu lng truy

    cp.

    Bn cng c th phn tch hiu sut ca RL trang ch ny trong chin dch AdWords ca mnh.

    S dng th nguyn ph xem kt hp vn bn qung co v trang ch (lin kt trang

    web) no s hot ng tt nht.

    Lu : Tab B mc tiu 1 c chn, tuy nhin nu Theo di thng mi in t c bt trn

    trang web ca bn, bn c th thy con s Doanh thu v Giao dch.

    L do lin kt trang web ca bn khng hin th

    Lu rng kh ng phi lc no qung co ca bn cng hin th lin kt trang web. ng thi, khi

    qung co ca bn hin th lin kt trang web, nh dng xut hin c th thay i. V d: bt c

    ni no c dn n t 2 n 6 lin kt trang web c th xut hin trn qung co trn my

    tnh bn.

    Chng t i cn nhc m t s yu t khi xc nh loi lin kt trang web m chng t i s hin th

    cng vi qung co ca bn v liu chng t i c hin th hon ton lin kt trang web kh ng. Cc

    yu t ny bao gm nh sau:

    im cht lng ca t kha ca bn.

    V tr qung co ca bn trn trang kt qu tm kim ca Google.

    Trang ch ca qung co v lin kt trang web ca bn.

    Tin ch m r ng qung co khc c bt trong chin dch ca bn.

    Cm t tm kim c s dng bi khch hng tim nng.

    Mc lin quan ca cc qung co khc trn trang.

    Cc phng php hay nht sau y s gip tng c h i hin th lin kt trang web ca bn:

    Tng URL lin kt trang web ca bn trong chin dch hoc nhm qung co phi hng

    n trang ch duy nht, vi n i dung duy nht. Lin kt trang web trong chin dch tr n

    cng m t n i dung s khng hin th.

    Qung co ca bn phi c m t trong cc v tr ngay bn trn hoc bn di kt qu tm

    kim ca Google.

    T kha ca bn phi c im cht lng rt cao.

    URL lin kt trang web ca bn phi hng khch hng n cc trang c lin quan n sn

    phm hoc dch v ca bn.

  • 106

    Thm s lng lin kt trang web ti a m bn c th vo chin dch ca mnh. Chin dch

    ca bn cn ti thiu l hai lin kt trang web c chp thun vi cc trang ch khc nhau

    cc lin kt trang web xut hin vi qung co ca bn trn my tnh bn hoc my

    tnh bng v m t lin kt trang web c chp thun vi m t trang ch khc t cc qung

    co ca bn xut hin trn thit b di ng.

    Gi cho vn bn lin kt trang web ngn.

    Hy m bo rng tt c cc lin kt trang web ca bn u c chp thun. Kim tra

    c t Trng thi bn cnh mi lin kt trang web m bo rng trng thi l " c chp

    thun". Chnh sa hoc xa bt k lin kt trang web no l "Kh ng c chp thun".

    Lu

    Sau khi bn to lin kt trang web, cc lin kt trang web c th xut hin cng vi qung

    co ca bn trong vi tun v sau ngng xut hin. Thay i ny c th xy ra bi v c s

    chm tr trong qu trnh xem xt m chng t i thc hin m bo rng lin kt trang web

    ca bn p ng cc chnh sch ca chng t i. Nu lin kt trang web ca bn ngng xut

    hin, kim tra RL ch ca lin kt trang web ca bn m bo rng mi lin kt trang

    web trong chin dch ca bn hng khch hng n m t trang ch duy nht.

  • 107

    3. Cht lng ung co & tr ng web

    Kim tra v hiu im cht lng

    Hiu tri nghim trang ch

    To trang web trn in thoi di ng hiu qu

    Gii thiu v lu lng truy cp kh ng hp l

    3.1. Kim tra v hiu im cht lng

    im cht lng l c tnh mc lin quan ca qung co, t kha v trang ch vi ngi

    ang xem qung co ca bn. C im cht lng cao c ngha l h thng ca chng t i ngh

    rng qung co, t kha v trang ch hon ton c lin quan v hu ch cho ai ang xem

    qung co ca bn. Bn c th tm hiu v im cht lng cho bt k t kha no ca mnh.

    d:

    V gi s bn s hu m t trang web chuyn v v v Sam, m t khch hng, ang tm kim v

    sc. S kh ng tuyt vi sao nu Sam nhp "v sc" vo tm kim ca Google, thy qung co

    ca bn v v sc, nhp vo qung co v sau n trang web ca bn v mua m t s v

    sc ng nghnh mi?

    iu g s xy ra nu, mt khc, Sam n gin ch nhn thy qung co v "v" hoc "qun

    o", c bit l nu anh y nhn thy cng vi qung co ca i th cnh tranh v "v sc"?

    Trong trng hp u tin, khch hng tm kim v tm thy chnh xc nhng g anh ang

    tm. l iu chng t i xem nh m t tri nghim ngi dng tuyt vi v l iu c th

    mang li cho bn im cht lng cao. Hn na, qung co c lin quan c xu hng nhn

    c nhiu nhp chu t hn, xut hin v tr cao hn v mang li cho bn nhiu thnh c ng

    nht.

    Kim tr im cht lng ca bn

    Bn c th kim tra im cht lng bng cch tm kim bn trong tab T kha ca mnh. C

    m t vi cch kim tra im cht lng ca bn, nh sau.

    Chy chn on t kha:

    https://support.google.com/partners/answer/2454010?hl=vi&ref_topic=2795275https://support.google.com/partners/answer/2404197?hl=vi&ref_topic=2795275https://support.google.com/partners/answer/2549057?hl=vi&ref_topic=2795275https://support.google.com/partners/answer/2549113?hl=vi&ref_topic=2795275

  • 108

    1. Nhp vo tab Chin dch trn cng.

    2. Chn tab T kha.

    3. Nhp vo bong bng thoi mu trng bn cnh trng thi ca bt k t kha no

    xem chi tit v im cht lng ca t kha . Bn s c th xem xp hng cho t l nhp

    c mong i, mc lin quan ca qung co vtri nghim trang ch.

    M t cch khc xem im cht lng ca bn l bt c t im cht lng:

    1. Nhp vo tab Chin dch trn cng.

    2. Chn tab T kha.

    3. Tm c t im cht lng trong bng thng k. Nu bn khng nhn thy c t ny trong

    bng ca mnh, bn c th thm c t ny bng cch thc hin nh sau:

    o Nhp vo trnh n th xung Ct trong thanh cng c trn bng thng k.

    o Chn Ty chnh ct.

    o Chn huc tnh.

    o Nhp vo Thm bn cnh im cht lng.

    o Nhp vo Lu.

    Mi t kha s nhn c im cht lng trn thang t l t 1 n 10, trong 1 l im thp

    nht v 10 l im cao nht. Chng ti s tnh ton li im cht lng mi khi qung co ca

    bn iu kin cho u gi qung co, c kh nng xy ra nhiu ln trong ngy. Thay v hin th

    cc im cht lng khc nhau sut c ngy, chng ti hin th cho bn m t im cht lng s

    cung cp cho bn c tnh cht lng tng th ca t kha .

    Cch chng t i tnh im cht lng

    Mi khi c ai thc hin tm kim kch hot qung co ca bn, chng t i s tnh im cht

    lng. tnh im cht lng ny, chng t i xem xt m t s iu khc nhau c lin quan n

    ti khon ca bn. Bng cch ci thin cc yu t sau, bn c th gip ci thin im cht lng

    ca mnh:

    T l nhp (CTR) c mong i ca t kha: CTR c mong i l m t phn ca CTR

    trong qu kh ca t kha hoc tn sut t kha dn n nhp chu t ln qung co.

    CTR trong qu kh ca URL hin th ca bn: Tn sut bn nhn c nhp chu t vi

    URL hin th ca mnh

    Lch s ti khon ca bn: CTR tng th ca tt c cc qung co v t kha trong ti

    khon ca bn

    Cht lng trang ch ca bn: Trang ca bn c lin quan, r rng v d iu hng nh

    th no

    Mc lin quan ca t kha/qung co: T kha c lin quan nh th no n qung

    co ca bn

    https://support.google.com/adwords/bin/answer.py?hl=vi&answer=1659696https://support.google.com/adwords/bin/answer.py?hl=vi&answer=1659696https://support.google.com/adwords/bin/answer.py?hl=vi&answer=1659752https://support.google.com/adwords/bin/answer.py?hl=vi&answer=1659694https://support.google.com/adwords/bin/answer.py?hl=vi&answer=1704431

  • 109

    Mc lin quan ca t kha/tm kim ca bn: T kha ca bn c lin quan nh th

    no n thng tin m khch hng tm kim

    Hiu sut a l: Ti khon ca bn thnh c ng nh th no trong cc vng m bn

    nhm mc tiu

    Hiu sut qung co ca bn trn trang web: Qung co ca bn ang lm vic tt nh

    th no trn trang web ny v trang web tng t (nu bn ang nhm mc tiu Mng hin

    th)

    Thit b c nhm mc tiu ca bn: Qung co ca bn c hiu sut tt nh th no

    trn cc loi thit b khc nhau, nh my tnh bn/my tnh xch tay, thit b di ng v

    my tnh bng - bn nhn c im cht lng khc nhau cho cc loi thit b khc nhau

    im cht lng nh hng nh th n o n bn

    im cht lng c s dng theo m t s cch khc nhau v c th nh hng n nhng

    iu sau y trong ti khon ca bn:

    Kh nng iu kin cho u gi qung co: im cht lng cao hn s gip t kha

    tham gia u gi qung co d dng hn v r hn.

    Gi mi nhp chut (CPC) thc t ca t kha ca bn: im cht lng cao hn dn

    n CPC thp hn. iu c ngha l bn tr t hn cho mi nhp chu t khi t kha ca

    bn c im cht lng cao hn.

    c tnh gi th u trang u tin ca t kha ca bn: im cht lng cao hn dn

    n c tnh gi thu trang u tin thp hn. iu c ngha l qung co ca bn hin

    th trn trang u tin ca kt qu tm kim d dng hn khi t kha c im cht lng

    cao hn.

    c tnh gi th u u trang ca t kha ca bn: im cht lng cao hn dn n c

    tnh gi thu u trang thp hn. iu c ngha l qung co ca bn hin th v pha

    u trang d dng hn khi t kha c im cht lng cao hn.

    V tr qung co: im cht lng cao hn dn n v tr qung co cao hn. iu c

    ngha l qung co ca bn c th hin th cao hn trn trang khi t kha c im cht

    lng cao hn.

    Tnh iu kin cho tin ch m r ng qung co v nh dng qung co khc: M t s

    nh dng qung co yu cu im cht lng ti thiu hin th. Ngoi ra, Xp hng

    qung co xc nh qung co ca bn c iu kin c hin th vi tin ch m

    r ng qung co v nh dng qung co khc hay khng, chng hn nh lin kt qung co.

    Do Xp hng qung co l m t chc nng ca im cht lng, nn im cht lng cao

    hn c th lm tng kh nng qung co hin th vi tin ch m r ng v nh dng khc.

    Tm li, im cht lng cao hn thng dn n mc gi thp hn v v tr qung co tt hn.

    H thng AdWords hot ng tt nht cho mi i tng nh qung co, khch hng, nh xut

    bn v Google khi nhng qung co chng t i hin th c lin quan, ph hp nht vi th ng tin

    m khch hng tm kim. Qung co c lin quan c xu hng nhn c nhiu nhp chu t hn,

    xut hin v tr cao hn v mang li cho bn nhiu thnh c ng nht.

    https://support.google.com/adwords/bin/answer.py?hl=vi&answer=6297https://support.google.com/adwords/bin/answer.py?hl=vi&answer=105665https://support.google.com/adwords/bin/answer.py?hl=vi&answer=1652129https://support.google.com/adwords/bin/answer.py?hl=vi&answer=6300

  • 110

    3.2. Hiu tri nghim trang ch

    ri nghim trang ch cp n nh gi ca chng t i v tri nghim ca m t ngi tt

    nh th no khi h truy cp vo trang ch ca bn (trang web m h kt thc sau khi nhp vo

    qung co ca bn). Bn c th ci thin tri nghim trang ch bng cch:

    cung cp n i dung c lin quan, hu ch v nguyn bn,

    qung b tnh minh bch v tng nim tin vo trang web ca bn (v d: bng cch gii thch

    sn phm hoc dch v trc khi yu cu khch truy cp in vo biu mu chia s thng

    tin ca chnh h) v

    gip cho khch hnh iu hng trang web d dng (bao gm c trn trang web trn in

    thoi di ng).

    Tri nghim trang ch ca bn nh hng kh ng ch n im cht lng, m cn n chi ph

    qung co v v tr qung co.

    L do tri nghim tr ng ch li quan trng

    Trang ch l loi xe hi ging nh vy - m bo cc trang ch c hiu chnh ng v bn s

    c kh nng nhn c hiu sut tt hn, ng thi gip trang ch kh ng b tm hon. Tn

    dng ti a trang ch ca bn bng cch gip cho khch truy cp thc hin mua hng, ng k

    bn tin hoc thc hin cc vic khc m bn mun h lm trn trang web ca bn d dng hn.

    Ci thin tri nghim tr ng ch ca bn

    Chng t i s dng kt hp h thng t ng v nh gi bi con ngi xc nh tri nghim

    trang ch trn trang web ca bn. Qung co ca bn c th hin th t thng xuyn hn nu

    chng tr n trang web cung cp tri nghim ngi dng km. Nu bn ang c gng ci thin

    tri nghim trang ch, y c th l lc bn hiu chnh trang ch ca mnh. Hy th xem xt

    nhng nguyn tc chung bn di gip bn ngh ra cch ci thin tri nghim trang ch v c

    c hiu sut tt hn trong s cc trang ch ang b tm hon.

    1. Ni dung c lin quan, hu ch v nguyn bn

    o m bo trang ch c lin quan trc tip n vn bn qung co v t kha ca bn.

    o Cung cp thng tin hu ch v bt k iu g bn ang qung co trn trang ch ca

    mnh.

    o C gng cung cp tnh nng hoc n i dung hu ch c o cho trang web ca bn.

    2. Tnh minh bch v tin cy

    o Gip khch truy cp d dng tm thy thng tin lin h ca bn.

    o Nu bn yu cu thng tin c nhn t khch hng, hy lm r ti sao bn yu cu iu

    ny v bn s lm g vi th ng tin .

    o Phn bit cc lin kt c ti tr, nh qung co, vi phn cn li ca n i dung trang

    web ca bn.

    o Chia s ci m thng tin v doanh nghip ca bn v nu r doanh nghip ca bn

    hot ng lnh vc g.

    https://support.google.com/adwords/bin/answer.py?hl=vi&answer=140351

  • 111

    3. Kh nng iu hng d dng

    o Kh ng mi ngi phi tm kim lng vng thng tin m h cn.

    o Gip mi ngi nhanh chng v d dng t hng sn phm c cp trong qung

    co ca bn.

    o Khng gy kh chu cho khch hng bng ca s bt ln hoc cc tnh nng khc nh

    hng n vic h iu hng trn trang web ca bn.

    o m bo mi ngi c th d dng tm thy thng tin tm hiu thm v sn phm

    c qung co.

    H thng AdWords thng xuyn truy cp v nh gi cc trang ch. Nu bn thc hin

    nhng thay i quan trng ci thin tri nghim trang ch ca mnh th c th dn n im

    cht lng cao hn theo thi gian. Bn c th kh ng thy tc ng ngay lp tc nhng bn c

    th thy kt qu trong vi ngy hoc tun.

    Loi tr trang ch ca bn kh i xem xt

    Theo mc nh, h thng AdWords xem xt trang ch c qung co nh gi tri

    nghim trang ch. Nu bn kh ng mun m t s trang ch ca bn c xem xt, bn

    c th thc hin theo cc bc bn di hn ch vic h thng AdWords truy cp vo

    trang web ca bn. Tuy nhin, nu bn lm vy, c th dn n im cht lng ca bn

    s b gim xung ng k do chng t i s kh ng c nhiu th ng tin xc nh mc

    lin quan v tri nghim trang ch ca bn. iu ny c ngha l qung co ca bn c

    th hin th t thng xuyn hn nhiu tr khi bn tng gi ti a mi nhp chu t (tm

    li l gi thu ca bn) ln ng k. Tuy nhin, ngay c vi gi thu cao hn, kh nng

    qung co ca bn hin th rt thng xuyn s kh xy ra v thm ch kh ng h hin

    th. Ngoi ra, lu rng nu bn hn ch quyn truy cp vo ton b trang web hoc nu

    bn hn ch quyn truy cp vo qu nhiu trang ch, vic ny khin h thng AdWords

    kh khn khi xem xt ti khon ca bn mc c ngha, th trang web ca bn s b

    tm ngng.

    Mc d chng t i thc s khuyn bn kh ng nn hn ch tnh nng xem xt t ng do

    h thng ca chng t i thc hin i vi trang ch ca bn, nhng bn c th chnh sa

    tp robots.txt ca trang web nh c trnh by bn di trnh b xem xt.

    ngn h thng AdWords truy cp ton b trang web, thm m sau vo

    tp robots.txt:

    User-agent: AdsBot-Google

    Disallow: /

    M t s phn ca trang web c th khng hot ng nh trang ch ang hot ng

    cho qung co ca bn v bn c th c l do ngn h thng AdWords truy cp

    vo . ngn h thng AdWords truy cp vo m t s phn nht nh ca trang

    web (v d: bn trong th mc c tn /shopping_cart/), thm m sau vo

    tprobots.txt:

  • 112

    User-agent: AdsBot-Google

    Disallow: /shopping_cart/

    Lu rng hng dn ch p dng cho AdsBot-Google. C cc bot khc do Google s hu

    cng xem xt trang web (v d: googlebot). trnh vic gim im cht lng v tng

    CPC cho cc nh qung co kh ng c nh hn ch AdWords truy cp cc trang web ca

    h, h thng s b qua cc loi tr chung chung v k t i din (v d: User-agent: *)

    trong tp robots.txt.

    S lt truy cp bng di ng vo trang ch ca bn

    H thng AdWords cng s truy cp vo trang ch ca bn nh gi trang web ca

    bn khi c xem bng iPhone v cc thit b di ng khc c trnh duyt hon chnh.

    Hin ti, chng t i s dng tiu Tc nhn ngi dng HTTP sau y xc nh s ln

    truy cp bng di ng vo AdWords:

    AdsBot-Google-Mobile (+http://www.google.com/mobile/adsbot.html) Mozilla (iPhone; U;

    CPU iPhone OS 3 0 nh Mac OS X) AppleWebKit (KHTML, nh Gecko) Mobile Safari

    Nu bn c phin bn khc bit, c ti u ha cho in thoi di ng ca trang web

    ca bn, chng t i khuyn bn nn nh cu hnh cho my ch ca bn hin th trang

    web c ti u ha cho in thoi di ng khi Tc nhn ngi dng di ng ca

    AdWords c pht hin.

    Xem tri nghim tr ng ch ca trang web

    Bn c th xem tri nghim trang ch cho bt k trang web ch no bng cch truy cp tab

    kha v t con tr ln bong bng thoi bn cnh trng thi ca t kha bt k. Tri nghim

    trang ch c th l:

    Trn trung bnh hoc Trung bnh: Nu bn thy bt k m t trong hai trng thi ny, bn

    ang trng thi tt im cht lng ca bn s khng b nh hng tiu cc bi tri

    nghim trang ch ca bn.

    Di trung bnh: iu ny c ngha l tri nghim trang ch ca bn cn c ci thin v

    kt qu l im cht lng ca bn c th thp hn. Bn c th mun xem xt m t s thay

    i ci thin trang ch ca trang web bng cc yu t c tho lun trong bi vit ny

    l hng dn.

    Chnh sch v tri nghim tr ng ch so vi trang web

    Khi chng t i xem xt trang ch, i khi chng t i gp cc trang kh ng tun theo Chnh sch

    qung co ca chng t i. V d: nu trang ch ca bn cha phn mm c hi (nh vi rt), th

    l m t trang ch kh km. Thay v gn cho bn trng thi tri nghim trang ch "Di trung

    http://support.google.com/adwordspolicy/answer/1316548/?hl=vihttp://support.google.com/adwordspolicy/answer/1316548/?hl=vi

  • 113

    bnh", bn s hon ton kh ng nhn c im. Thay vo , bn s thy trng thi cht lng

    trang ch ca mnh l "Kh ng p dng" v bt k t kha hoc qung co no tr n trang web

    u s nhn c trng thi "Trang web b tm ngng". Trng thi ny c ngha l trang web

    ca bn kh ng th c qung co vi AdWords bi v trang web kh ng tun theo m t trong

    cc chnh sch trang web ca chng t i.

    Chnh sch trang web tham chiu n Chnh sch qung co phi c tun th trn trang ch

    v trang web ca bn qung co trn AdWords. Nu trang ch hoc trang web ca bn cha

    n i dung chng t i kh ng cho php, nh phn mm c hi hoc sn phm bt hp php,

    chng t i c th tm ngng trang web ca bn bo v khch hng ca chng t i. Khi trang

    web b tm ngng, iu c ngha l bn s kh ng th qung co trang web b tm ngng

    cho n khi tt c cc vi phm chnh sch c gii quyt.

    3.3. To trang web trn in thoi di ng hiu qu

    Nhng ngi dng in thoi di ng cao cp, nh iPhone hoc in thoi Android, c th thy

    qung co AdWords chun v trang web chun. Ch v khch hng tim nng c th xem trang

    web trn my tnh bn trn in thoi di ng kh ng c ngha l trang web ca bn thn

    thin vi in thoi di ng.

    tip cn vi hu ht cc khch hng trn in thoi di ng, vic to trang web trn in

    thoi di ng c thit k cho mn hnh nh v gip mi ngi d dng mua sm hoc thc

    hin hnh ng khc trn trang web ca bn s tht hu ch.

    Khi thit k trang web ca mnh, hy lu cc thc tin tt nht trn in thoi di ng, nh

    iu hng n gin v lm ni bt cc ty chn a phng ca doanh nghip ca bn. Nu

    bn mun tip cn cc khch hng s dng in thoi WAP, bn cng cn s dng m thn thin

    vi in thoi di ng to trang web ca mnh.

    Tip cn khch h ng trn in thoi di ng bng cch s dng trang web HTML

    Bt k bn c trang web trn in thoi di ng hay kh ng, AdWords s cho php bn hin th

    qung co vn bn cho khch hng s dng Tm kim ca Google trn in thoi di ng cao

    cp, nh iPhone hoc in thoi Android. Cc "in thoi th ng minh" ny c trnh duyt

    Internet hon chnh (ging nh my tnh bn), v vy khch hng nhp vo qung co vn bn

    t trang kt qu tm kim c th truy cp vo trang web chun ca bn.

    Lu

    Nu bn chn tham gia, m bo rng trang ch ca bn kh ng cha n i dung Flash. Flash

    hin kh ng c h tr trn iPhone hoc iPad v ch c h tr hn ch trn thit b

    https://support.google.com/adwords/bin/answer.py?answer=2780124http://support.google.com/adwordspolicy?hl=vi

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    Android v in thoi di ng cao cp khc. Nu h thng ca chng t i pht hin trang ch

    ca bn c nhiu n i dung Flash, chng t i s t ng hn ch qung co ca bn chy trn

    in thoi di ng cao cp.

    Ngy nay, nhiu thit b di ng c trnh duyt chun, nhng m t s in thoi thng kh ng c

    trnh duyt hon chnh v ch c th xem trang web ring cho in thoi di ng. tip cn

    khch hng trn cc thit b ny, bn cn to m t ung co trn in thoi di ng WAP v

    trang web trn in thoi di ng thn thin vi WAP, m chng t i s ni nhiu hn bn di.

    Thc tin tt nht thit k trang web trn in thoi di ng

    Khi to trang web trn in thoi di ng, bn cn lu m t vi chin lc tn dng tt nht li

    th v kch thc nh ca mn hnh in thoi di ng v hnh vi ca ngi dng in thoi di

    ng. Cc chin lc ny c th m bo trang web trn in thoi di ng ca bn mang li tri

    nghim tuyt vi cho khch hng v hng h thc hin cc hnh ng mong mun trn trang

    web ca bn.

    Nhanh chng

    1. Gim cc khi vn bn ln v s dng du chn u dng.

    2. Nn nh thu nh nh gip trang web ti nhanh hn.

    Gip d mua sn phm hoc lin h vi bn.

    1. Gim s lng bc cn hon thnh giao dch.

    2. S dng biu mu ngn gn vi s dng s lng trng t nht c th.

    3. S dng cc h p kim, danh sch v trnh n cu n gip nhp d liu d hn.

    4. S dng chc nng nhp gi cho tt c cc s in thoi.

    n gin ha iu hng

    1. Gim thiu cu n v ch s dng cu n dc.

    2. S dng phn cp r rng trong cc trnh n v trnh phi nhn ng thi.

    3. Gip khch hng iu hng gia cc cp c nt quay li v nt trang ch r rng.

    4. S dng 7 lin kt tr xung trn mi trang iu hng.

    Gip mi ngi tm v n trang web phng c bn

    1. t a ch ca bn hoc cng c nh v ca hng trn trang ch.

    2. Bao gm bn v hng dn. S dng GPS c nhn ha khi c th.

    3. Cho php khch hng kim tra xem cc ca hng gn c hng khng.

    4. m bo trang web trn in thoi di ng ca bn c lp ch mc cho tm kim web.

    Thit k tr ng web cho in thoi di ng WAP

    Trong khi trang web trn my tnh bn thng c vit bng HTML, trang ch cho thit b

    WAP s cn c vit bng ng n ng m ha khc. Trang web trn in thoi di ng thn thin

    vi WAP c th c vit bng m t vi ng n ng nh du khc, bao gm XHTML, CHTML v

    WML. Mi ng n ng tng thch vi cc thit b di ng khc nhau.

    http://support.google.com/webmasters/bin/answer.py?hl=vi&answer=35769

  • 115

    Bng cch xem xt xem bn thch qung co ca mnh xut hin trn loi thit b no nht, bn

    c th lp k hoch tt nht xem ng n ng hoc cc ng n ng no bn nn s dng to trang

    web trn in thoi di ng.

    Cc hng dn chi tit to trang web bng m thn thin vi in thoi di ng c s n

    trong Trung tm tr gip dnh cho qun tr vin web.

    Lu

    Khi bn t xong vi trang web trn in thoi di ng ca mnh, m bo rng qung co

    trn in thoi di ng WAP bn to c t hin th bng (cc) ng n ng nh du

    chnh xc c vit trn trang web trn in thoi di ng ca bn. Bn s thy bc ny khi

    bn to hoc chnh sa qung co WAP, trong "Ch nh ng n ng nh du c vit trn

    trang web trn in thoi di ng ca bn".

    3. . Gii thiu v lu lng truy cp kh ng hp l

    Lu lng truy cp khng hp l cp n nhp chu t v hin th trn qung co AdWords m

    chng t i nghi ng kh ng phi l kt qu t s quan tm thc s ca khch hng. V d v lu

    lng truy cp kh ng hp l bao gm nhp chu t v hin th c thc hin bi c ng c t

    ng, cng nh cc nhp chu t tnh c v d: nu ai nhp p vo qung co ca bn.

    Chng t i kh ng tnh ph cc nhp chu t v hin th kh ng hp l do chng t i ngh rng chng

    c t hoc kh ng c gi tr.

    Loi lu lng truy cp khng hp l

    Di y l m t s loi nhp chu t v hin th m chng t i cho l kh ng hp l:

    Cc nhp chu t tnh c khng c gi tr, chng hn nh nhp chu t th hai ca nhp chu t

    i

    Cc nhp chu t th cng nhm mc ch tng chi ph qung co ca ai

    Cc nhp chu t th cng nhm mc ch tng li nhun cho ch s hu trang web lu tr

    qung co ca bn

    Cc nhp chu t v hin th bng cng c t ng, r bt hoc phn mm nh la khc

    Cc hin th nhm mc ch gim gi to t l nhp (CTR) ca nh qung co

    Cch Google bo v bn kh i lu lng truy cp khng hp l

    Chng t i gip bo v nh qung co khi lu lng truy cp kh ng hp l bng cch c gng c

    lp v lc ra cc nhp chu t kh ng hp l tim nng trc khi chng tip cn c bo co ti

    khon ca bn. Mi nhp chu t ln qung co AdWords u c h thng ca chng t i kim

    tra. Google xem xt nhiu im d liu cho tng nhp chu t, bao gm a ch IP, thi gian nhp

    chu t, bt k nhp chu t trng lp no v nhiu dng nhp chu t khc. Sau , h thng ca

    http://www.google.com/support/webmasters/bin/answer.py?hl=vi&answer=72462

  • 116

    chng t i phn tch cc yu t ny c gng c lp v lc ra cc nhp chu t kh ng hp l tim

    n trc khi chng hin th trong ti khon ca bn.

    Tm hiu thm v bo v chng li s nhp chu t khng hp l ca Google

    Cch Google x l lu lng truy cp khng hp l

    Khi h thng ca chng t i pht hin cc nhp chu t kh ng hp l trn qung co ca bn,

    chng t i s t ng lc nhng nhp chu t ny ra khi bo co ca bn bn kh ng b tnh ph

    v cc nhp chu t . Tuy nhin, bn vn c ty chn xem d liu nhp chu t kh ng hp l nu

    bn mun. Xem phn di y v "Xem d liu nhp chu t kh ng hp l" bit th ng tin v

    cch xem d liu nhp chu t kh ng hp l trong ti khon ca bn.

    Nu chng t i pht hin cc nhp chu t kh ng hp l m bng cch no nm ngoi pht hin

    t ng ca chng t i trong hai thng qua, bn s nhn c m t khon tn dng cho nhng

    nhp chu t ny. xem nhng khon tn dng ny cho cc nhp chu t kh ng hp l, nhp vo

    tab Thanh ton. Bt k khon tn dng cho nhp chu t kh ng hp l no bn nhn c u

    s c gn nhn "Hot ng kh ng hp l" trn trang lch s giao dch v s c ghi c cho

    bn.

    Nu chng t i pht hin bt k hin th kh ng hp l no trong ti khon ca bn, d liu ny s

    kh ng nh hng n CTR c s dng xc nh im cht lng ca t kha ca bn.

    Xem d liu nhp chut khng hp l

    Bn c th xem s nhp chu t kh ng hp l m qung co ca bn nhn c bng cch

    thm cc c t Nhp chut khng hp l v T l nhp chut khng hp l khi xem thng k

    chin dch ca mnh. Hy nh rng bn kh ng b tnh ph cho cc nhp chu t ny, do , chng

    kh ng lm nh hng n thng k ti khon ca bn.

    1. Nhp vo tab Chin dch chnh.

    2. Bn c th xem d liu nhp chu t khng hp l cho tng chin dch ca mnh hoc xem

    d liu theo khong thi gian.

    o xem d liu theo chin dch, hy nhp vo tab Chin dch.

    o xem d liu theo khong thi gian, hy nhp vo tab D liu thng k. Chn ch

    xem thch hp bng cch nhp vo trnh n th xung Ch xem trong thanh

    cng c pha trn bng thng k. Chn khong thi gian, chng hn nh "Ngy trong

    tun".

    3. Nhp vo Ct, sau nhp vo Ty chnh ct.

    4. Nhp vo Hiu sut, sau nhp vo Thm bn cnh cc ty chn sau:

    o Nhp chut khng hp l: Xem s nhp chu t khng hp l c lc ra trong

    khong thi gian chn.

    o T l nhp chut khng hp l: Xem phn trm tng s nhp chu t c lc ra trong

    khong thi gian chn.

    5. Nhp vo Lu.

    http://www.google.com.vn/ads/adtrafficquality/invalid-click-protection.html

  • 117

    By gi, d liu nhp chu t kh ng hp l s xut hin trong bng ca bn. Nu bn mun ti

    xung d liu, hy nhp vo trong thanh c ng c pha trn bng.

    Tm hiu thm v to bo co

    T theo di nhp chut khng hp l

    Nu bn lo lng v cc nhp chu t kh ng hp l trong ti khon ca mnh, c m t s iu bn c

    th lm theo di hot ng ca ti khon.

    Theo di nhp chut khng hp l trong thng k ti khon ca bn: Nh m t

    phn trn, hy thm c t d liu nhp chu t khng hp l vo bng thng k chin dch ca

    bn xem s v phn trm nhp chu t khng hp l trong ti khon ca bn. Hy nh

    rng bn khng b tnh ph cho cc nhp chu t ny, do , chng kh ng lm nh hng n

    thng k ti khon ca bn.

    Ti u ha ti khon ca bn: Tuyn phng ng u tin chng li hot ng khng hp

    l l ti u ho ti khon ca bn qung co ca bn ch nhn c nhp chu t v hin

    th c nhm mc tiu tt nht. Hy nh rng t l chuyn i l m t trong s cc ch s

    tt nht ca qung co thnh cng. Vic xc nh v chnh sa cc khu vc chuyn i thp

    trong ti khon ca bn cng s hng n vic xc nh khu vc hot ng khng hp l

    tim nng.

    Theo di ti khon ca bn vi Google Analytics: Google Analytics l m t cng c min

    ph gip bn theo di nhiu kha cnh khc nhau ca ti khon AdWords, bao gm t l

    chuyn i, hnh vi ca khch truy cp v hiu sut chin dch. Google Analytics cung cp

    cc bo co m bn c th s dng tinh chnh lu lng truy cp cho qung co ca

    mnh. Bn cng c th s dng t ng gn th gip theo di hiu sut t kha ca bn.

    Theo di t l chuyn i trn Mng hin th: i vi chin dch c chn tham gia vo

    Mng hin th, hy theo di t l chuyn i ca qung co ca bn trn trang web Mng

    hin th c bo co v tr. Nu bn nhn thy rng nhp chu t t Mng hin th khng

    chuyn i tt nh nhp chu t t Google hoc Mng tm kim, hy xem xt vic gim gi

    thu trn Mng hin th ca bn. Nu bn thy rng m t trang web c th trn Mng hin

    th khng chuyn i tt, hy xem xt loi tr trang web khi chin dch ca bn.

    T l chuyn i thp

    T l chuyn i thp kh ng phi lc no cng c ngha l bn nhn c nhp chu t kh ng

    hp l. M t s cc yu t khc c th dn n mc lu lng truy cp cao nhng doanh s

    bn hng tng i thp. Di y l m t s nguyn nhn v gii php ph bin cho t l

    chuyn i thp:

    Cc thay i v iu kin ca th trng, hnh vi ca ngi dng v ni dung

    web c th nh hng n hiu sut chin dch ca bn. M t s nh qung co ca

    chng ti c li tc u t (ROI) thp hn v ngnh ca h i mt vi vic gia tng cnh

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2404176http://www.google.com.vn/ads/adtrafficquality/advertisers/best-practices-for-generating-leads.htmlhttp://support.google.com/adwords/bin/answer.py?hl=vi&answer=2684489http://www.google.com/ads/adtrafficquality/advertisers/better-understand-your-ad-traffic.html#auto-tagginghttp://support.google.com/adwords/bin/answer.py?hl=vi&answer=52762

  • 118

    tranh trong th trng qung co trn Internet. Chng ti khuyn bn nn theo di cht

    ch ROI cho tng t kha v qung co, ng thi iu chnh gi thu theo ngn sch

    ph hp vi doanh nghip ca bn. Tm hiu cch t gi thu chin lc c th tng ti

    a ROI ca bn.

    Cc trang web kh iu hng c th lm mt khch hng tim nng. Xem xt nh

    gi thit k tng th, b cc v chc nng ca trang web ca bn. Vi Google Analytics,

    bn c th thy nu khch truy cp thng ri khi trang web ca bn ti m t im nht

    nh trc khi mua hng.

    T kha v vn bn qung co ca bn c th kh ng c th. Nu bn s dng t

    kha v vn bn qung co chung chung, th ngi no c th n trang web ca bn,

    hy vng s tm c thng tin m bn khng cung cp. Cc t kha v vn bn qung

    co c nhm mc tiu cao s gip bo m qung co ca bn ch hin th cho khch

    hng quan tm n sn phm hoc dch v ca bn.

    Chin dch ca bn c th khng c ti u ha cho Mng hin th: Nu chin dch

    ca bn c chn tham gia vo Mng hin th nhng kh ng c ti u ha, th qung

    co ca bn c th xut hin trn trang web Mng hin th kh ng c lin quan n cc

    sn phm hay dch v m bn ang qung co. Khch truy cp c nhiu kh nng mua

    hng trn trang web ca bn nu qung co ca bn lin quan n cc trang web m h

    hin ang duyt. c kt qu tt nht, iu quan trng l mi nhm qung co ca

    bn phi cha m t danh sch t kha ngn, c th ch tp trung vo m t sn phm hoc

    dch v. Tm hiu thm v ti u ho Mng hin th.

    Tm hiu thm v hiu r hn v lu lng truy cp qung co ca bn

    Nhiu nhp chut t cng mt a ch IP

    Nhiu nhp chu t t cng m t a ch IP kh ng nht thit cho thy hot ng kh ng hp l.

    C m t s l do c th cho iu ny:

    Truy cp tr li: Khch truy cp ring l c th nhp vo qung co ca bn nhiu ln

    khi so snh gi hoc tr li trang web ca bn tm thm thng tin.

    a ch IP chia s: Nhiu nhp chu t t m t ngun c th l do m t Nh cung cp dch

    v Internet (ISP) ch nh cc a ch IP ging nhau cho nhiu ngi dng. M t s ISP nht

    nh, chng hn nh AOL, phn phi m t s lng tng i nh cc a ch IP lun

    phin, chia s cho m t s lng ln ngi dng. Kt qu l nhiu khch truy cp c th

    truy cp trang web ca bn t cc a ch IP ging nhau, to cm gic c cc nhp chu t

    lp i lp li t m t khch truy cp duy nht.

    Nht k my ch web: Nht k my ch web ca trang web ca bn bao gm d liu

    cho tt c khch truy cp vo trang web ca bn, khng ch nhng khch truy cp n

    sau khi nhp vo qung co AdWords. Bn c th thy cc lin kt gii thiu

    "Google.com" t nhng khch truy cp truy cp trang web ca bn qua kt qu tm

    kim ca Google ch khng qua qung co ca bn. Hy yn tm rng ti khon ca bn

    ch b tnh ph cho cc nhp chu t m qung co ca bn nhn c.

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=50081http://support.google.com/adwords/bin/answer.py?hl=vi&answer=50081http://support.google.com/adwords/bin/answer.py?hl=vi&answer=54588http://www.google.com.vn/ads/adtrafficquality/advertisers/best-practices-for-generating-leads.html

  • 119

    Ph n mm bn th ba: Chng ti nhn thy rng m t s phn mm bo co ghi li cc

    nhp chu t gia cc trang khi khch truy cp iu hng qua trang web ca bn. Kt qu

    l c v nh bn nhn c s lng ln cc nhp chu t t m t khch truy cp trong

    m t khong thi gian ngn. c cch chnh xc hn nhm ch theo di cc nhp chu t

    AdWords, chng ti khuyn bn nn s dng t ng gn th.

    Nhp chut t Google

    M t s ngi hi chng t i liu h c b tnh ph cho cc nhp chu t bt ngun t a

    ch IP ca Google hay kh ng. Bn kh ng cn lo lng v iu cc nhp chu t ln

    qung co AdWords t bn trong Google kh ng b tnh ph vo ti khon ca bn. Bn c

    th xem hot ng ny trong nht k my ch web ca mnh, nhng hy yn tm rng

    bn kh ng b tnh ph cho hot ng ny. iu ny cng p dng i vi r bt thu thp

    th ng tin trn web ca Google.

    Nhng l do ph bin cho lu lng truy cp tng

    Ch v bn thy s tng t bin v s nhp chu t hoc s ln hin th trong ti khon ca bn,

    iu kh ng phi lc no cng c ngha l qung co ca bn b nh hng bi lu lng truy

    cp kh ng hp l. Trong hu ht cc trng hp, s tng t bin v lu lng truy cp ny l do

    nhng l do khc.

    V d v l do bn c th thy lu lng truy cp tng:

    Nhng thay i v ngn sch hng ngy: Nu bn tng ngn sch hng ngy cho chin

    dch ca mnh, vic ny s cho php qung co ca bn nhn c nhiu hin th hn v -

    tt nhin - nhiu nhp chu t hn.

    Nhng thay i v CPC ti cho t kha: Vic tng CPC (gi mi nhp chu t) ti a cho

    m t hoc nhiu t kha c th cho php qung co ca bn hin th thng xuyn hn.

    iu ny cng c th cho php cc qung co hin th v tr cao hn so vi trc y. iu

    ny cng ng cho nhng qung co hin th trn Mng hin th CPC cao hn c th dn

    n v tr cao hn v do nhiu ln hin th v nhp chu t hn.

    Thm t kha mi: Thm t kha mi vo chin dch ca bn, c bit nu t kha kh

    chung chung hoc tng ng vi cc truy vn tm kim ph bin, c th tng s ln hin th

    cng nh s nhp chu t bn nhn c.

    Qung co ng hin th trn trang web mi ca Mng hin th: Nu chin dch qung

    co ca bn s dng v tr t ng v c ngn sch hng ngy th lu lng truy cp ca

    qung co ca bn c th tng ng k nu qung co bt u hin th trn trang web mi

    ca nh xut bn.

    Xu hng theo ma hoc s kin tin tc: i khi, s gia tng t ng t v vic quan tm

    n ch c th c th lm tng lu lng truy cp v d: nu l ngy l c bit hoc

    nu ngi ni ting no ng blog hoc ni v m t ch c th.

    http://www.google.com/ads/adtrafficquality/advertisers/better-understand-your-ad-traffic.html#auto-tagging

  • 120

    Tm hiu thm v l do hp l tng lu lng truy cp

    Bo co nhp chut khng hp l

    Nh cp trong phn trn, c nhiu l do ph bin cho vic lu lng truy cp tng m

    kh ng lin quan ti nhp chu t kh ng hp l. Tuy nhin, nu bn nghi ng ti khon ca mnh

    thc s b nh hng bi hot ng nhp chu t kh ng hp l, chng t i rt s n lng iu tra ti

    khon ca bn.

    Nhm chuyn gia ca chng t i s s dng nhiu du hiu khc nhau, k c th ng tin nhp

    chu t v hin th, xc nh cc ngun hot ng kh ng hp l. V s lng ln cc im d

    liu m chng t i xem xt, vic iu tra ti khon ca bn c th mt vi ngy lm vic hon

    tt. Khi bn yu cu iu tra, vui lng chia s nhiu th ng tin nht c th v lu lng truy cp

    bn quan tm n.

    http://www.google.com.vn/ads/adtrafficquality/advertisers/valid-reasons-for-increases-in-traffic.html

  • 121

    4. C ng c c AdWords

    Tng quan v c ng c adwords

    Xem lch s ti khon ca bn

    C ng c t kho

    C ng c nhm mc tiu

    C ng c t gi thu v ngn sch

    Troubleshooting Tools

    AdWords Editor

    4.1. Tng quan v c ng c AdWords

    C ng c AdWords c th c s dng cho nhiu chc nng khc nhau.

    C ng c un l t i khon gip bn xem, chnh sa v cp nht ti khon ca mnh hiu

    qu.

    C ng c t kh cung cp ti nguyn chn t kha hiu qu.

    C ng c tinh chnh v tr cho php bn ti u ha v tr qung co xut hin.

    C ng c un l gi th u v ngn sch gip tn dng ti a ngn sch qung co ca

    bn, bng cch tit kim thi gian cho bn hoc cung cp th ng tin chi tit v gi thu bn

    nn t cho qung co ca mnh.

    C ng c to ung co cho php bn to qung co c ty chnh qung b doanh

    nghip ca mnh.

    C ng c g ri gip bn tm cch gii quyt cc vn pht sinh trong ti khon ca mnh.

    V d: s dng b lc qung co b t chi gip bn nhanh chng tm v cp nht qung co

    kh ng chy v l do chnh sch.

    Chng ti khng mong i mi nh qung co s thy tng c ng c AdWords u hu ch,

    nhng chng t i thc s hy vng rng bn s thy hu ch khi s dng cc c ng c hot ng tt

    cho ti khon ca bn. S dng c ng c ph hp cho ti khon ca bn ging nh s dng c ng

    c ph hp khi bn xy nh: Cc c ng c gip thc hin c ng vic d dng hn v ci thin cht

    lng sn phm c hon thnh. S dng c ng c AdWords ph hp c th gip ci thin ROI

    ca bn v tit kim thi gian khi bn qun l ti khon.

    .2. Xem lch s ti khon ca bn

    https://support.google.com/partners/answer/152306?hl=vi&ref_topic=2795214https://support.google.com/partners/answer/2454137?hl=vi&ref_topic=2795214https://support.google.com/partners/topic/2795941?hl=vi&ref_topic=2795214https://support.google.com/partners/topic/2795977?hl=vi&ref_topic=2795214https://support.google.com/partners/topic/2795978?hl=vi&ref_topic=2795214https://support.google.com/partners/topic/2795979?hl=vi&ref_topic=2795214https://support.google.com/partners/topic/2795912?hl=vi&ref_topic=2795214

  • 122

    Bn bao gi kt hp nhiu nguyn liu vi nhau lm nn m t ba n tuyt vi -- c th vi

    m t vi ngi nu n khc trong bp -- v mun i ngc thi gian ghi li c ng thc cha?

    Ti khon AdWords cha lch s thay i cho php bn xem nhng g bn lm trong qu kh,

    do , bn c th hiu c c ng thc dn n thnh c ng -- v nhm n cc kt qu thm ch

    tt hn trong tng lai.

    Bng cch xem thng k ti khon cng vi cc thay i bn thc hin trn ton b chin dch

    ca mnh, bn c th hiu nhng s kin no gy ra thay i trong hiu sut qung co. Bn

    c th ty chnh nhng thay i no bn mun xem -- theo phm vi ngy, chin dch hoc nhm

    qung co, ngi dng v loi thay i -- v, nu nhn thy cc thay i bn thc hin kh ng

    gip bn t c mc tiu qung co, bn c th phc hi cc thay i bng cch s dng

    tnh nng "Hon tc".

    Cch xem v s dng lch s th y i ca bn

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

    2. Nhp vo tab Cng c v chn Lch s thay i.

    3. Trn trang s xut hin, hy chn cc loi thay i m bn mun xem. Bn c th lc cc

    thay i m bn s xem theo bn cch:

    Khong thi gian: Xem cc thay i cho m t phm vi ngy c th bng cch s dng trnh

    n th xung gn u mn hnh.

    Phm vi: Chn xem bn mun xem thay i trn ton b ti khon hay chn chin dch

    hoc nhm qung co c th s dng danh sch trn thanh iu hng bn cnh.

    o xem cc thay i c thc hin cp ti khon (nh thm ngi dng mi), hy

    nhp vo Thay i ti khon.

    o xem cc thay i c thc hin cho tt c chin dch, hy nhp vo Tt c thay

    i.

    o Nhp vo tn chin dch ch xem nhng thay i nh hng n chin dch .

    o Trong chin dch, hy nhp vo tn nhm qung co ch xem nhng thay i nh

    hng n nhm qung co .

    Ngi dng: Nu nhiu ngi dng c th ng tin ng nhp khc nhau qun l ti khon

    ca bn, bn c th s dng trnh n th xung trong phn c thay i bi xem

    cc thay i c thc hin bi m t ngi dng c th.

    Loi thay i: S dng h p kim lc theo loi thay i. Chn Tt c xem tt c cc

    thay i thc hin hay chn m t hoc nhiu loi thay i thu hp kt qu. Chng t i

    s i vo chi tit ca tng loi thay i trong phn tip theo.

    4. xem thm thng tin v tng thay i, hy nhp vo Hin th tt c chi tit. n gin

    ha ch xem, hy nhp vo n tt c chi tit.

    5. Xut lch s thay i ca bn bng cch nhp vo nt Ti xung.

    https://adwords.google.com.vn/

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    H nh ng ti khon c theo di trong lch s th y i ca bn

    Di y l cc loi thay i khc nhau c theo di trong lch s ca bn:

    Qung co: Cc hnh ng c thc hin to, chnh sa, tm dng, tip tc hoc xa

    qung co

    Ngn sch: iu chnh cho ngn sch chin dch ca bn

    CPC: iu chnh cho gi thu gi mi nhp chu t (CPC) ti a ca bn

    Mng: Thay i i vi ci t mng c chn cho chin dch

    T kha: Cc hnh ng c thc hin thm, tm dng, tip tc hoc xa t kha;

    iu chnh cho gi thu gi ti a mi nhp chu t (CPC) cp t kha hoc RL ch

    Trng thi: Cc hnh ng c thc hin tm dng, tip tc hoc xa chin dch hay

    nhm qung co

    Nhm mc tiu: iu chnh cho nhm mc tiu theo v tr hoc ngn ng ca chin dch

    Ngoi nhng thay i c thc hin trc tip trong ti khon AdWords ca bn, lch s thay i

    s hin th cc thay i c thc hin qua quy tc t ng, AdWords API v AdWords Editor.

    Lch s thay i ca bn kh ng theo di nhng iu sau y:

    Qung co c chp thun hoc b t chi

    Thay i mt khu (v l do bo mt)

    d:

    Gi s tr l ca bn, Stu, kh ng nh r v s tin gn y. V vy, bn mun xem tt c

    cc thay i m Stu thc hin cho ngn sch hng ngy v gi thu gi mi nhp chu t

    (CPC) ca bn vo tun trc.

    u tin, trong danh sch cc chin dch trong thanh bn ca trang, hy m bo chn Tt

    c cc thay i.

    Tip theo, trong trnh n th xung ngy, hy t ngy cho tun trc.

    Trong phn "Loi thay i", hy chn cc h p c gn nhn Ngn sch v CPC.

    m bo chn Stu t trnh n th xung c thay i bi.

    Khng thy bt k th y i no?

    C th khng c bt k thay i no trong khong thi gian , da trn cc gii hn m

    bn t. Hy th m r ng ty chn ca bn xem cc thay i.

    Bn ch cn thc hin m t thay i. Nu ch mi m t vi pht, hy ch thm vi pht na v

    th li.

    S dng biu trong lch s th y i ca bn

    Nu tng dng thay i c lit k lm bn b hoa mt, hy xem biu trong lch s thay i

    ca bn. Thay i c nh x n biu v bn c th chn thng k no cn hin th.

    http://support.google.com/adwords/answer/2407588

  • 124

    Xem cc s liu khc nhau: Bn c th xem m t hoc hai thng k trong biu . Chn

    m t thng k t trnh n th xung u tin v thm thng k khc so snh bng cch

    s dng trnh n th xung th hai, nu bn mun.

    Xem s chnh xc: Di chuyn con tr chu t qua m t im trong biu v chng ti s

    hin th cho bn s liu c th cho im d liu .

    M o

    Thch danh sch? n biu bng cch nhp vo biu tng biu .

    Hon tc cc thay i trong lch s ti khon ca bn

    Bn kh ng th i ngc thi gian, nhng tnh nng "Hon tc" cho php bn phc hi cc thay

    i bn thc hin trong ti khon ca mnh trong 30 ngy qua v trng thi trc .

    Bn c th hon tc cc thay i m bn thc hin cho ti khon ca mnh trn trang Lch s

    thay i, c ch bo bng nt mi tn bn cnh tp hp cc hnh ng. Nu c

    nhiu thay i c thc hin vo ngy gi c th v c lit k trong cng m t hng trn trang

    Lch s thay i, tnh nng "Hon tc" s hon tc tt c cc thay i ny cng nhau.

    Nhiu, nhng kh ng phi tt c, thay i kh ng th hon tc. Nu thay i kh ng th hon tc,

    bn s kh ng thy nt mi tn bn cnh thay i .

    Trong trng hp him hoi, chng t i s kh ng th hon tc cc thay i ngay c khi bn

    nhp vo nt mi tn (chng t i s cho bn bit nu iu xy ra). iu ny c th do cc mc

    c lin quan b xa k t khi thay i c thc hin hoc ngi no c quyn truy cp

    vo ti khon ca bn hon tc thay i k t ln bn lm mi trang sau cng, chng hn.

    Di y l cch hon tc cc thay i trong lch s ti khon ca bn:

    1. Xc nh hng c tp hp cc thay i bn mun hon tc v nhp vo nt mi tn cui

    hng (lu ch c th hon tc cc thay i c thc hin trong 30 ngy qua).

    2. Bn s c hin th xc minh rng c th hon tc thay i. Nu nh vy, hy nhp vo

    nt Hon tc thay i tip tc.

    3. Bn s c a tr li trang Lch s thay i. Nu thay i thnh cng, m t h p mu vng

    s xut hin xc nhn s thay i bn va hon tc. C t "Hon tc" trn hng thay i m

    bn va hon nguyn s hin th " hon tc".

    4. M t hng mi s xut hin trn trang Lch s thay i cho bit cc hnh ng hon tc bn

    va thc hin. Tuy nhin, thay i c th mt t 30 pht n 3 gi mi xut hin trong ti

    khon v trn trang Lch s thay i ca bn, v vy, hy tm h p mu vng c m t

    bc 4 xc nhn ngay lp tc.

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    .3. C ng c t kha

    Thm t kha ph nh vo chin dch ca bn

    T kha ph nh c th gip bn tip cn c nhng khch hng quan tm nht, gim chi ph

    v tng li tc u t (ROI) ca bn. Khi bn thm cm t di dng t kha ph nh (s n c

    cho chin dch "Ch Mng tm kim" v "Mng tm kim & hin th") hoc di dng loi tr t

    kha (cho chin dch "Ch Mng hin th"), qung co ca bn s kh ng hin th cho nhng ngi

    tm kim cc cm t hay truy cp trang web cha cc cm t .

    Vi t kha ph nh, bn c th:

    Ngn qung co ca bn hin th cho nhng ngi ang tm kim hoc truy cp vo trang

    web v nhng g bn khng cung cp.

    Hin th qung co ca bn cho nhng ngi c nhiu kh nng nhp chu t vo qung co.

    Gim chi ph bng cch loi tr nhng t kha m bn c th chi tin nhng kh ng nhn

    c li tc.

    Khi bn chn t kha ph nh, bn s mun chn cc cm t tm kim tng t nh t kha

    ca bn, nhng l tn hiu cho thy mi ngi ang tm kim m t sn phm khc.

    V d:

    Gi s bn l k thut vin o mt c bn knh. Bn mun ngn qung co ca bn hin th

    cho nhng ngi tm kim hoc truy cp vo cc trang web c cha cm t nh "knh xy

    dng" v "knh c ng nghip", v ngi chc chn kh ng mua knh mt ca bn.

    How to add negative keywords in AdWords

    In this video you'll learn how to keep specific search queries from matching your ads using

    negative keywords. Learn more about adding negative keywords: http://goo.gl/IMwBgH

    Subscribe to AdWords Help on YouTube: http://www.YouTube.com/AdWordsHelp

  • 126

    Thc hin theo cc bc trong ti khon ca bn

    Nhp vo lin kt ny chuyn n ti khon ca bn v xem hng dn s hng dn bn

    tng bc thm t kha ph nh nhm tip cn ng khch hng. Lu rng quy trnh tng

    bc ny c s n cho chin dch Ch Mng tm kim v Mng tm kim v hin th.

    Hoc bn c th c cc hng dn bn di.

    Thm t kha ph nh (chin dch "Ch Mng tm kim" hoc "Mng tm kim & hin th")

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

    2. Nhp vo chin dch hoc nhm qung co m bn mun thm t kha ph nh.

    3. Chn tab T kha.

    4. Cu n xung tm phn t kha ph nh bn di bng t kha chnh. M r ng

    phn ny bng cch nhp vo "+".

    5. Bn s thy hai bng: "Cp nhm qung co" v "Cp chin dch".

    6. thm t kha ph nh vo m t nhm qung co, hy nhp vo nt +

    Thm trong bng "Cp nhm qung co". thm t kha ph nh vo m t chin

    dch, hy nhp vo nt Thm trong bng "Cp chin dch".

    7. Thm t kha ph nh ca bn, m t t kha trn mi dng. Khng cn bao gm

    du tr (-) trc mi t kha. Nu bn thm t kha ph nh i snh r ng, bn s

    cn thm phin bn s nhiu ca chng, nh "cc loi knh xy dng". thm t

    kha i snh cm t ph nh, hy t cm t trong du ngoc kp. thm t

    kha ph nh i snh chnh xc, hy t cm t trong du ngoc vung. Tm hiu

    thm v s dng t kha ph nh vi cc loi i snh.

    Lu

    Chc chn rng t kha ph nh ca bn kh ng trng lp vi t kha th ng

    thng, v iu ny s lm cho qung co ca bn kh ng hin th.

    8. Nhp vo Lu.

    Chnh sa, xa hoc ti xung t kha ph nh (chin dch "Ch Mng tm kim" hoc

    "Mng tm kim & hin th")

    https://adwords.google.com.vn/https://support.google.com/adwords/answer/3205250

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    Khi bn thm t kha ph nh vo chin dch ca mnh, bn c th chnh sa, xa hoc

    ti xung cc t kha .

    bt u, hy thc hin theo cc bc sau:

    1. Chn chin dch hoc nhm qung co bao gm t kha ph nh m bn mun

    chnh sa, xa hoc ti xung.

    2. Chn tab T kha.

    3. Cu n xung tm phn t kha ph nh bn di bng t kha chnh. M r ng

    phn ny bng cch nhp vo lin kt +T kha ph nh.

    4. Bn s thy hai bng: "Cp nhm qung co" v "Cp chin dch".

    Thc hin theo cc bc sau chnh sa t kha ph nh ca bn:

    1. Chn cc h p kim bn cnh t kha ph nh m bn mun chnh sa.

    2. Nhp vo Chnh sa trong bng "Cp nhm qung co" hoc bng "Cp chin

    dch". Thc hin thay i ca bn cho tng t kha ph nh ring l trong cc h p

    xut hin. Chn loi i snh t trnh n th xung thay i loi i snh ca

    tng t kha ph nh.

    3. Nhp vo Lu.

    Thc hin theo cc bc sau xa t kha ph nh ca bn:

    1. Chn cc h p kim bn cnh t kha ph nh m bn mun xa.

    2. Nhp vo Xa trong bng "Cp nhm qung co" hoc bng "Cp chin dch".

    Thc hin theo cc bc sau ti xung t kha ph nh ca bn:

    1. Chn cc h p kim bn cnh t kha ph nh m bn mun ti xung.

    2. Nhp vo Ti xung trong bng "Cp nhm qung co" hoc bng "Cp chin dch".

    3. Bn s thy phn "Ti xung v lp lch bo co". Nhp tn cho bo co ca bn

    trong h p "Tn bo co". Chn m t nh dng cho tp ca bn t trnh n th

    xung " nh dng".

    4. Nhp vo To.

    Loi tr t kha (chin dch "Ch Mng hin th")

    Bn c th gii hn kh nng hin th ca qung co trn Mng hin th ca Google bng

    cch loi tr t kha. Khi bn loi tr t kha khi chin dch hoc nhm qung co ca

    mnh, AdWords trnh hin th qung co ca bn cc trang web Mng hin th cha cc

    cm t ny.

    T kha ph nh ca bn kh ng phi l ton din. V d: ngn qung co ca bn

    hin th v tr v knh xy dng, vic thm t kha ph nh -xy dng s c hiu qu.

    Ngoi l i vi trng hp ny l t kha kt hp, nh da chu t bao t. Nu bn ch

    s dng t kha ph nh bao t, qung co ca bn c th vn xut hin trn trang c

    cha cm t da chu t bao t do ngha thay i khi bao t v da chu t c ghp

    vi nhau.

  • 128

    Nu bn loi tr t kha khi nhm qung co c v tr, qung co ca bn s t c kh

    nng xut hin trn v tr v t kha b loi tr m bn chn. Tuy nhin, t kha b loi

    tr kh ng hot ng chnh xc trn Mng hin th nh trn Mng tm kim, do , qung

    co ca bn vn c th thnh thong xut hin trn cc trang cha cc cm t ny ty

    thu c vo cc t kha khc trong nhm qung co ca bn.

    V d:

    Gi s bn chn 5 trang web mua sm khc nhau lm v tr, sau thm t kha ph

    nh -xy dng vo nhm qung co. Qung co ca bn c th xut hin trn bt k

    trang web no trong s nm trang web , nhng qung co t c kh nng xut hin

    trn cc trang ca nhng trang web v knh xy dng.

    Di y l cch loi tr t kha:

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

    2. Trong tab Chin dch, chuyn n tab Mng hin th v nhp vo + Nhm mc

    tiu pha trn biu .

    3. Chn nhm qung co.

    4. Nhp vo trnh n th xung Thm loi tr nhm qung co hoc Thm loi tr

    chin dch v chn Hin th t kha.

    5. Thm t kha ca bn, m t t kha trn mi dng. Lu : Chc chn rng t kha

    b loi tr ca bn khng trng lp vi t kha th ng thng, v iu ny s lm cho

    qung co ca bn khng hin th.

    6. Nhp vo ng v sau nhp vo Lu.

    M o

    Hy th loi tr trang web hoc danh mc gii hn kh nng hin th ca qung

    co ca bn.

    Nhn tng t kha ph nh

    Bn c th chy bo co cm t tm kim nhn tng t kha ph nh. Bo co

    cm t tm kim s hin th cho bn mi tm kim lm cho qung co ca bn c kch

    hot v c nhp.

    Sau y l cch chy bo co cm t tm kim:

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

    2. Nhp vo chin dch hoc nhm qung co m bn mun nhn tng t kha

    ph nh.

    3. Nhp vo tab T kha.

    4. Chn h p kim bn cnh t kha m bn mun chy bo co cm t tm kim hoc

    bn c th chy bo co cm t tm kim cho tt c t kha ca mnh. Tt nht nn

    t trnh n phm vi ngy gc trn cng ca trang thnh "14 ngy qua" hoc "30

    ngy qua". Bng cch , bn s c th ng tin gip mnh chn tng.

    https://adwords.google.com.vn/http://support.google.com/adwords/bin/answer.py?hl=vi&answer=116270https://adwords.google.com.vn/

  • 129

    5. Nhp vo nt Chi tit t kha. Nhp vo chn to bo co cho t kha c

    h p kim c nh du. Nu khng, hy chn Tt c to bo co cho tt c t

    kha c lit k.

    6. Danh sch cm t tm kim s xut hin trn trang. Chn h p bn cnh cc t kha

    m bn mun thm lm t kha ph nh v nhp vo nt Thm lm t kha ph

    nh.

    Lu

    Chc chn rng t kha ph nh ca bn kh ng trng lp vi t kha th ng

    thng, v iu ny s lm cho qung co ca bn kh ng hin th.

    7. Bn c th chn thm t kha ph nh cp nhm qung co hoc cp

    chin dch.

    8. Nhp vo Lu.

    Lu

    Chn t kha ph nh ca bn m t cch cn thn. Nu bn s dng qu nhiu t kha

    ph nh, th qung co ca bn c th tip cn t khch hng hn.

    Qung co ca bn vn c th hin th trn cc tm kim v trang c cha cc bin th ca

    cm t bn chn lm t kha ph nh. Qung co ca bn vn c th hin th trn cc tm

    kim ch cha m t trong cc cm t t kha ph nh ca bn nu cm t t kha ca bn

    nhiu hn m t t. Gi s bn thm t kha ph nh "chai ru vang". Qung co ca bn

    vn c th hin th cho cc tm kim v trang c cha "ly ung ru kh ng chn", "ru

    vang " hoc "chai thy tinh". Tuy nhin, qung co ca bn s khng hin th cho cc tm

    kim "chai ru vang ", "dng c khui nt chai ru vang" hoc "dng c khui nt chai

    ru".

    Chng ti vn c th hin th qung co ca bn khi ai tm kim cm t di hn 10 t v

    t kha ph nh ca bn nm sau t th 10 . Gi s t kha ph nh ca bn l "gim

    gi". Qung co ca bn c th hin th khi ai tm kim "phng khch sn sch p ti

    Los Angeles gn bin gim gi" do t kha ph nh ca bn l t th 11 trong cm t. Mt

    khc, chng ti s khng hin th qung co ca bn khi ai tm kim "phng khch sn

    sch p Los Angeles nhn ra bin gim gi" do t kha ph nh ca bn l t th 10

    trong cm t.

    . . C ng c nhm mc tiu

    . .1. Nhm mc tiu qung co n cc v tr a l

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    Nhm mc tiu theo v tr ca AdWords cho php qung co ca bn xut hin cc v tr

    a l m bn chn: quc gia, cc khu vc trong m t quc gia, bn knh xung quanh v tr

    hoc cc nhm v tr.

    Nhm mc tiu theo v tr gip bn tp trung qung co vo cc khu vc ni bn s tm thy

    ng khch hng v hn ch qung co cc khu vc ni bn khng tm thy ng khch

    hng -- iu ny c th gip tng li tc u t (ROI) ca bn.

    Khi ni n qung co trn AdWords, hy xem xt cu chm ng n v bt ng sn: "V tr, v tr, v

    tr!" Bt k qung co ca bn tuyt vi nh th no, c th qung co s kh ng hot ng tt

    nu qung co kh ng xut hin ng v tr. Tip cn khch hng ca bn theo ni h sng v

    ni doanh nghip ca bn c th phc v h bng cch s dng nhm mc tiu theo v tr ca

    AdWords. Bn c th t v sau iu chnh ci t nhm mc tiu theo v tr ca mnh bt k

    lc no.

    Nhm mc tiu ng v tr cho doanh nghip ca bn

    Nhn hng dn v cch chn cc mc tiu v tr thch hp nht cho doanh nghip ca bn.

    So snh cc loi mc tiu v tr: quc gia, cc khu vc trong mt quc gia hoc bn knh

    Xem thm chi tit bn di v tng cp nhm mc tiu theo v tr v cc loi doanh

    nghip c th ph hp.

    Mc

    tiu

    v tr

    M t Cc loi doanh nghip

    c th c hng

    li

    Cc loi doanh

    nghip c th

    khng c

    hng li

    Quc

    gia

    Vic nhm mc tiu qung

    co ca bn n m t hoc

    nhiu quc gia c th l

    tng hay nu bn cung cp

    cc sn phm v dch v cho

    nhng khu vc r ng ln .

    Nhm mc tiu ton b cc

    quc gia cho php bn nhn

    c nhiu hin th qung

    co hn so vi nhm mc

    tiu m t vi thnh ph hoc

    vng ring l trong m t

    quc gia.

    Doanh nghip

    quc gia phn

    pht ton b

    quc gia

    Nh bn l trc

    tuyn giao hng

    trn ton th gii

    Doanh nghip

    quc t bn hng

    cho m t s quc

    gia

    Doanh nghip

    khng phc v

    tt c cc vng

    hoc thnh ph.

    Trong trng

    hp ny, bn c

    th nhm mc

    tiu vng hoc

    thnh ph ring

    l thay th.

    Cc Xem xt s dng nhm mc Doanh nghip Doanh nghip

    http://support.google.com/adwords/answer/14090/?hl=vi

  • 131

    khu

    vc

    trong

    m t

    quc

    gia

    tiu chnh xc hn nu

    doanh nghip ca bn

    khng phc v tt c cc

    vng hoc thnh ph hoc

    bn mun tp trung n lc

    qung co vo cc khu vc

    nht nh trong quc gia.

    Ty thu c vo quc gia, bn

    c th nhm mc tiu cc

    vng, thnh ph hoc m

    bu in.

    phc v vng ln

    cn a phng

    Doanh nghip c

    phiu mua hng

    c bit cc v

    tr chn

    Doanh nghip

    bn sn phm

    cc vng hoc

    thnh ph

    chn

    ang tm cch

    tip cn hu ht

    cc vng trong

    m t quc gia, ch

    vi m t vi ngoi

    l (gi s ton b

    Hoa K ngoi tr

    Alaska). Trong

    trng hp ny,

    tt hn nn

    nhm mc tiu

    trn c nc v

    sau loi tr

    cc khu vc khc.

    Bn

    knh

    xung

    quanh

    m t v

    tr

    Nhm mc tiu theo bn

    knh (cn c gi l nhm

    mc tiu vng ln cn hoc

    "Nhm mc tiu bn knh")

    cho php bn chn hin th

    qung co ca mnh cho

    khch hng trong m t

    khong cch nht nh t

    doanh nghip ca bn, thay

    v chn cc thnh ph, vng

    hoc quc gia ring l.

    Doanh nghip

    phn phi trong

    phm vi bn knh

    chn

    Doanh nghip a

    phng c c s

    khch hng nm

    trong phm vi bn

    knh xung quanh

    doanh nghip

    Doanh nghip

    ch mun tip

    cn cc thnh

    ph, vng hoc

    quc gia c th.

    Mo chn v tr ph hp cho doanh nghip ca bn

    Nhng iu cn xem xt khi chn mc tiu v tr:

    Hy chc chn nhm mc tiu cc v tr ni khch hng ca bn ang sng -- khng

    nht thit phi cng v tr vi doanh nghip ca bn. V d: nu bn s hu cng ty

    thng mi in t, hy nhm mc tiu tt c cc v tr bn giao hng n, khng

    ch v tr ca doanh nghip ca bn trn thc t.

    Nu bn nhm mc tiu khu vc m doanh nghip ca bn khng nm , bn s

    khng th thy qung co ca mnh khi bn tm kim trn Google.com.vn. Tuy

    nhin, bn c th s dng Cng c xem trc qung co tm qung co ca

    mnh.

    cng l tng hay gi ci t nhm mc tiu theo ngn ng v nhm mc

    tiu theo v tr ca bn nht qun. V d: nu bn ang nhm mc tiu ngi dng

    ni ting Anh Anh, hy nh nhm mc tiu ngn ng ting Anh v chc chn rng

    qung co ca bn c vit bng ting Anh.

    https://support.google.com/partners/answer/answer.py?answer=148778

  • 132

    V d:

    Adrian mun qung co khch sn ca mnh Ty Ban Nha cho khch hng ni ting

    Anh ang sng Anh. Adrian nhm mc tiu qung co ca mnh n Anh v vit

    qung co ca mnh bng ting Anh.

    Thit lp nhm mc tiu theo v tr

    Nhp vo ty chn bn di c hng dn nhm mc tiu theo v tr. Hy nh rng cc loi

    mc tiu v tr c s n khc nhau theo quc gia.

    Thi gian xut cho tc v: 5-7 pht

    Cch nhm mc tiu ton b cc quc gia

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tn ca chin dch m bn mun chnh sa.

    4. Nhp vo tab C i t.

    5. Nhp vo Chnh s bn cnh V tr.

    6. Nhp tn ca quc gia m bn mun nhm mc tiu.

    7. Nhp vo Thm thm v tr.

    8. Nhp vo Lu lu ci t ca bn.

    Cch nhm mc tiu cc khu vc trong mt quc gia

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tn ca chin dch m bn mun chnh sa.

    4. Nhp vo tab C i t.

    5. Nhp vo Chnh s bn cnh V tr.

    6. Nhp m bu in hoc tn ca v tr m bn mun nhm mc tiu. Nu bn nhp tn

    thnh ph, hy nh thm c tn quc gia. Bn khng mun nhm mc tiu Paris, Php nu

    bn ang c gng bn m cao bi cho khch hng Paris, Texas.

    7. Nhp vo Thm thm v tr.

    8. Nhp vo Lu lu ci t ca bn.

    Cch nhm mc tiu bn knh xung quanh mt v tr

    https://support.google.com/adwords/bin/answer.py?hl=vi&answer=1722075https://support.google.com/adwords/bin/answer.py?hl=vi&answer=1722075http://adwords.google.com.vn/http://adwords.google.com.vn/

  • 133

    Chn bn knh

    Khi bn nhm mc tiu bn knh, chng t i s hin th danh sch cc v tr nm trong phm vi

    bn knh , cn c gi l "V tr bn trong mc tiu ny". Tt nht l xem xt cc v tr ny

    m bo rng bn nm bt c cc khu vc m bn mong i. Bn cng s c ty chn

    tinh chnh nhm mc tiu bng cch chn cc thnh ph hoc vng trong phm vi bn knh

    ring l.

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tn ca chin dch m bn mun chnh sa.

    4. Nhp vo tab Ci t.

    5. Nhp vo Chnh sa bn cnh "V tr" v nhp vo m kim nng cao.

    6. Nhp vo Nhm mc tiu theo bn knh.

    7. Trong h p tm kim, hy nhp a ch ca v tr bn mun s dng lm tm bn knh. Nhp

    bn knh m bn mun nhm mc tiu v chn n v o lng t trnh n th xung.

    8. Nhp vo Tm kim nh v bn knh trn bn .

    9. Kim tra bn m bo bn ang nhm mc tiu ng khu vc. Khi bn s n sng,

    hy nhp vo Thm thm mc tiu bn knh. Bn cng c th chn Thm tt c thm

    tt c cc v tr ring l trong phm vi bn knh m bn chn thay v thm mc tiu bn

    knh. Nu bn mun tinh chnh danh sch cc khu vc m bn mun tip cn, bn c th

    ch nhm mc tiu cc v tr nht nh hoc loi tr m t s v tr khi danh sch V tr bn

    trong mc tiu ny. Trong m t s trng hp, chng ti s khng th hin th phm vi tip

    cn cho khu vc qu nh hoc do kh ng c d liu cho v tr.

    10. Nhp vo Ho n tt cui ca s.

    11. Nhp vo Lu lu ci t ca bn.

    Gii thiu xut nhm mc tiu theo v tr c cung cp

    Bn c th nhn thy rng khi bn chnh sa ci t nhm mc tiu theo v tr, AdWords xut

    cc v tr khc m bn c th mun nhm mc tiu. Bn c th xem xt cc xut ny xem

    liu chng c ngha cho chin dch qung co ca bn hay kh ng.

    xut nhm mc tiu theo v tr c s n:

    V tr b o u nh: V tr bao quanh l cc khu vc ln hn c v tr m bn chn. Bn c

    th xem xt thm v tr bao quanh ln hn ny nu bn mun tip cn i tng ln hn.

    V tr c lin u n: V tr c lin quan c th gn v tr m bn nhp, c tn tng t

    hoc bao quanh v tr c tn tng t. C th thm vo hoc loi tr cc v tr c lin quan

    khi chin dch ca bn.

    V tr ln cn: Bn cnh tn v tr, bn cng c th thy lin kt Ln cn. V tr ln cn, nh

    bn c th on, l cc v tr gn m bn cng c th xem xt thm vo hoc loi tr khi

    chin dch ca mnh.

    http://adwords.google.com.vn/

  • 134

    Nhm v tr

    Nhm v tr cho php bn tip cn khch hng da trn cc loi a im h truy cp hoc th ng

    tin nhn khu hc da trn v tr ca h. Bn s tm thy tab Nhm v tr bng cch chuyn n

    tab Ci t, nhp vo Chnh sa bn cnh V tr v nhp vo Tm kim nng cao.

    Cch nhm mc tiu a im quan tm

    Nhm mc tiu a im quan tm tip cn nhng ngi ang sng khu vc sn

    bay, trng i hc v trung tm thng mi.

    Nhm mc tiu sn bay hoc trng i hc ring l

    nhm mc tiu m t sn bay, hy nhp m sn bay hoc tn sn bay y cng vi

    tn quc gia (v d: San Francisco International Airport, Hoa K). Xem danh sch y

    cc sn bay m bn c th nhm mc tiu trong AdWords (chn "Sn bay" lm Loi mc

    tiu).

    nhm mc tiu m t trng i hc, hy nhp tn y ca trng i hc.

    Nhm mc tiu tt c cc khu vc sn bay, trung tm thng mi v trng i hc c

    sn

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tn chin dch bn mun chnh sa.

    4. Nhp vo tab Ci t.

    5. Nhp vo Chnh sa bn cnh "V tr" v nhp vo m kim nng cao.

    6. Nhp vo Nhm v tr.

    7. Nhp vo Chn loi nhm v tr.

    8. Chn a im quan tm v nhp v tr bn mun nhm mc tiu bn trong.

    9. Nhp vo Chn loi v chn t Khu vc sn bay, Trung tm thng mi hoc

    rng i hc.

    10. Nhp vo Thm.

    11. Nhp vo Hon tt cui ca s.

    12. Nhp vo Lu.

    Cch nhm mc tiu v tr theo nhn khu hc (ch thu nhp h gia nh trung bnh

    hin ti)

    Nhm mc tiu v tr theo nhn khu hc tip cn nhm ngi da trn thu nhp h

    gia nh trung bnh gn ng v tr ca h. Da trn d liu c s n c ng khai t Dch v

    https://support.google.com/adwords/answer/1722075#POIhttp://en.wikipedia.org/wiki/List_of_airportshttps://developers.google.com/adwords/api/docs/appendix/geotargetinghttps://developers.google.com/adwords/api/docs/appendix/geotargetinghttps://adwords.google.com/

  • 135

    doanh thu n i b Hoa K (IRS), nh qung co c th nhm mc tiu qung co n cc

    khu vc nht nh theo thu nhp h gia nh trung bnh ca h. Tnh nng ny hin ch

    c s n cho cc v tr Hoa K.

    Cc mc thu nhp h gia nh c sn (ch Hoa K)

    Khong thu nhp c tnh v nhng khu vc c th hin trn bn c th c cp

    nht cho tng mc theo thi gian, do thay i v dn s trong mi khu vc.

    Mc Mc thu nhp ti thiu hng nm

    c tnh ca h gia nh

    Mc thu nhp ti hng nm c

    tnh ca h gia nh

    Di 50% $0 $64.000

    31-40% $64.001 $80.000

    21-30% $80.001 $102.000

    11-20% $102.001 $146.000

    10% thu nhp

    hng u

    $146.001 > $146.001

    Hng dn nhm mc tiu v tr theo nhn khu hc

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tn chin dch bn mun chnh sa.

    4. Nhp vo tab Ci t.

    5. Nhp vo Chnh sa bn cnh "V tr" v nhp vo m kim nng cao.

    6. Nhp vo Nhm v tr.

    7. Nhp vo Chn loi nhm v tr.

    8. Chn V tr theo nhn khu hc v nhp v tr bn mun nhm mc tiu.

    9. Nhp vo Chn loi v chn t Thu nhp h gia nh trung bnh hoc Chi tiu h

    gia nh trung bnh.

    10. Nhp vo Thm.

    11. Nhp vo Hon tt cui ca s.

    12. Nhp vo Lu.

    https://adwords.google.com/

  • 136

    Nhm mc tiu v tr theo nhn khu hc hoc a im quan tm

    m bo rng qung co ca bn tip cn hu ht khch hng, cho d nhm mc tiu v tr

    theo nhn khu hc hay a im quan tm, chng t i cng khuyn bn nn nhm mc tiu khu

    vc tng th r ng hn. Sau bn c th t iu chnh gi thu v tr cho cc v tr theo nhn

    khu hc hoc a im quan tm. V d: tip cn khch hng cc khu vc c thu nhp cao

    ca tiu bang New York, chng t i khuyn bn nn nhm mc tiu c tiu bang New York v cc

    khu vc c thu nhp cao New York, ng thi t iu chnh gi thu v tr ln +50% cho cc

    khu vc c thu nhp cao .

    Nng cao: Nhm mc tiu nhiu v tr hng lot

    AdWords cho php bn thm hng lot vi danh sch ln n 1000 mc tiu v tr cng m t lc,

    thay v thm ln lt tng v tr m t. Chng t i cng cung cp cc c ng c dnh cho chnh sa

    hng lot. Nhp vo ty chn bn di tm hiu thm.

    Cch thm nhiu mc tiu v tr hng lot

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tn ca chin dch m bn mun chnh sa.

    4. Nhp vo tab Ci t.

    5. Nhp vo Chnh sa bn cnh "V tr" v nhp vo m kim nng cao.

    6. Nhp vo Hng lot v tr.

    7. Trong h p, hy dn hoc nhp tn ca ti a 1000 v tr m bn mun nhm mc tiu v

    thm cc v tr t m t quc gia cng m t lc. Xem danh sch cc v tr c th c nhm

    mc tiu.

    o nhm mc tiu nhiu hn 1000 v tr, bn c th thm mc tiu v tr hng lot

    nhiu ln. V d: nu bn mun nhm mc tiu 1200 v tr, hy thm 1000 mc tiu

    v tr u tin ca bn. Khi bn hon tt, hy thm 200 v tr cn li.

    o nhm mc tiu thnh ph hoc m zip, cng bao gm tn y ca quc gia

    hoc tiu bang -- v d:Oxford, Anh hoc 94103, California.

    8. Chn m quc gia cho tp hp cc v tr ny.

    9. Khi bn nhp v tr ca mnh, hy nhp vo Tm kim.

    10. Chng ti s hin th tt c v tr ph hp vi tm kim ca bn trong bng iu khin

    xem li. Xem xt cc kt qu ca bn, ri nhp vo Thm tt c v tr ph hp nhm

    mc tiu tt c v tr ph hp vi tm kim ca bn.

    o Nu bn tm kim bt k mc tiu v tr no cha c tm thy, bn s thy

    chng trong h p m bn nhp danh sch cc v tr.

    o Vic chn Xa tt c v tr ph hp s xa tt c v tr khi bng iu khin xem li,

    cng nh khi mc tiu v tr hoc loi tr v tr hin ti ca bn.

    11. Trong phn Cc v tr chn, bn s thy mc tiu v tr m bn va thm.

    https://support.google.com/adwords/answer/2914785http://adwords.google.com.vn/https://developers.google.com/adwords/api/docs/appendix/geotargetinghttps://developers.google.com/adwords/api/docs/appendix/geotargetinghttps://developers.google.com/adwords/api/docs/appendix/countrycodes

  • 137

    12. Nhp vo Hon tt.

    13. Sau khi bn xc nhn cc thay i ca mnh, hy nhp vo Lu trn tab Ci t.

    Ty chn chnh sa hng lot khc

    AdWords Editor: ng dng min ph, c th ti xung ca chng ti qun l chin

    dch qung co AdWords ca bn ngoi tuyn. Tm hiu cch thc hin thay i hng

    lot cho mc tiu v tr trong AdWords Editor.

    AdWords API: AdWords API ca chng ti cho php nh pht trin to cc ng dng

    tng tc trc tip vi nn tng AdWords. Tm hiu thm v ty chn nhm mc tiu

    theo a l ca AdWords API.

    Xem cc gii hn mc tiu v tr cho chin dch ca bn.

    . .2. Cch qung co c i snh vi v tr a l

    AdWords cho php bn nhm mc tiu khch hng ti v tr a l m bn chn, v vy

    qung co ca bn c th xut hin ti nhng khu vc ni bn kinh doanh.

    V tr c th c xc nh bi v tr thc t ca ai hoc v tr m h th hin s quan

    tm (cn gi l v tr c quan tm).

    Bn c th s dng ty chn v tr nng cao chn xem mnh mun qung co xut hin

    cho v tr thc t ca ai , v tr c quan tm hay c hai (l ci t mc nh).

    i ngi dng sng (v tr thc t)

    H thng AdWords s dng m t s yu t xc nh v tr thc t chung ca ai v c hin

    th qung co ca bn hay kh ng. Khi c th, chng t i s xc nh v tr thc t chung da trn

    v tr my tnh hoc thit b di ng ca ai .

    a ch IP:

    V tr thng da trn a ch Giao thc internet (IP), l s duy nht c ch nh bi Nh

    cung cp dch v internet cho mi my tnh c kt ni Internet.

    Nu thit b di ng c kt ni vi mng Wi-Fi, chng t i c th pht hin a ch IP ca

    thit b di ng xc nh v tr thc t. Nu thit b di ng c kt ni vi my ch

    proxy ca mng di ng th chng t i c th s dng IP ca mng di ng xc nh v tr

    ca thit b.

    V tr thit b:

    http://support.google.com/adwords/editor/?hl=vihttp://support.google.com/adwords/editor/answer/33114&hl=vihttp://support.google.com/adwords/editor/answer/33114&hl=vihttp://code.google.com/apis/adwords/?hl=vihttp://code.google.com/apis/adwords/docs/reference/latest/LocationCriterionService.htmlhttp://code.google.com/apis/adwords/docs/reference/latest/LocationCriterionService.htmlhttps://support.google.com/adwords/bin/answer.py?hl=vi&answer=40907https://support.google.com/adwords/answer/1722038/?hl=vi

  • 138

    Nu ngi dng bt chia s v tr chnh xc trn thit b di ng, th chng t i c th

    pht hin v tr thit b v s dng trn mng tm kim t m t trong cc ngun sau da

    trn tnh kh dng:

    o GPS: chnh xc thay i ty thu c vo tn hiu v kt ni GPS.

    o Wi-Fi: chnh xc s tng t nh phm vi truy cp ca b nh tuyn Wi-Fi thng

    thng.

    o C s d liu v tr cell ID (thp pht sng) ca Google: c s dng trong

    trng hp khng c Wi-Fi hoc GPS. chnh xc ph thu c vo s lng thp pht

    sng c t bn trong khu vc v d liu c s n, m t s thit b khng h tr v tr

    cell ID.

    V tr ngi dng ca bn th hin s quan tm (v tr c quan tm)

    Nu h thng AdWords pht hin khu vc a l m ai quan tm, chng t i c th hin

    th qung co thch hp c nhm mc tiu n khu vc (cn gi l v tr c quan

    tm), ngay c khi trn thc t ngi ny kh ng v tr .

    M t s v d v cch chng t i c th pht hin v tr c quan tm nu ngi dng thc

    hin bt k vic no sau y:

    Bao gm tn v tr c th nhn dng trong tm kim ca ngi ny.

    Tm kim trong khu vc bn trn Google Maps hoc Google Maps for Mobile.

    t v tr ty chnh cho kt qu tm kim Google.

    S dng tn min ca quc gia c th, chng hn nh google.fr (Php), m khng

    cn bao gm v tr khc trong tm kim. iu ny s cho bit quc gia c ch nh

    trong tn min (trong trng hp ny l Php) l v tr m ngi c th quan

    tm.

    Xem n i dung trn Mng hin th ca Google c lin quan n v tr a l. V tr c

    cp trn trang c th khng lun cho thy s quan tm n v tr . V d: ai

    ang c tin tc v San Francisco khng nht thit l quan tm n qung co cho

    ngi trng hoa San Francisco. V l do , chng t i s xc nh v tr t nhm

    trang c gii hn khi chng ti tin n c th hu ch cho vic nhm mc tiu qung

    co ca bn.

    Chng t i cng c th c tnh v tr thc t hoc v tr c quan tm gn chnh xc v

    phn pht qung co c lin quan da trn tm kim hoc v tr thc t trong qu kh

    ca m t ngi nu ngi bt nhng tnh nng ny.

    V tr a thch kh ng b hn ch cho quc gia m ngi dng ang sng hoc tn min

    tm kim trn Google m ngi dng ang tm kim -- v d: nu ai sng Paris, Php

    tm kim taxi Los Angeles trn google.fr (Php), chng t i s vn xc nh Los Angeles l

    https://support.google.com/websearch/answer/179386/?hl=vihttp://www.google.fr/http://www.google.fr/

  • 139

    v tr m ngi ny quan tm. Do tm kim c thc hin trn google.fr, cng c th

    ngi ny s thy qung co cho t kha taxi Los Angeles c nhm mc tiu n

    Php.

    Ty chn v tr nng cao

    Ty chn v tr nng cao mc nh trong AdWords s s dng c v tr thc t hoc v tr c

    quan tm xc nh ni qung co ca bn c th xut hin. Bn c th cp nht ty chn v tr

    nng cao ca mnh bt c lc no.

    Thnh ph c lin quan

    Khi bn nhm mc tiu n thnh ph, chng t i cng c th hin th qung co ca bn cho

    khch hng ti cc thnh ph ln cn, c lin quan cht ch, thng c th kh ng c nhm

    mc tiu do dn s t, kh ng c d liu v khu vc a l hoc do nhm mc tiu cp thnh

    ph kh ng s n c. V d: nu bn nhm mc tiu n thnh ph Portland, chng t i cng c th

    hin th qung co ca bn cho ngi tm kim ti vng ngoi ln cn ca Portland.

    Qung co trn Google.cn v Google.com.hk

    Nhm mc tiu theo v tr hot ng khc nhau i vi ngi dng tm kim

    trn google.cn v google.com.hk:

    Ngi dng Hng Kng tm kim trn google.cn hoc google.com.hk s thy qung co

    c nhm mc tiu n Hng Kng.

    Ngi dng bn ngoi Hng Kng tm kim trn google.cn hoc google.com.hk s thy

    qung co c nhm mc tiu n Trung Quc.

    . .3. Loi tr a ch IP

    Bn nhn cc nhp chu t kh ng mong mun khin bn b tnh ph? Bn c th xa qung co

    ca mnh khi cc vng ln cn trn bn Internet, ni cch khc l bng cch loi tr a ch IP

    my tnh hoc mng khi tab Ci t.

    Tab Ci t cho php bn loi tr a ch Giao thc internet (IP) theo chin dch chn tt c

    qung co trong chin dch khi my tnh v mng c lin kt vi cc a ch .

    M o

    Bn c ang c gng ngn kh ng cho qung co ca mnh hin th cc v tr a l nht nh

    kh ng? Hy thloi tr qung co khi v tr a l thay v loi tr a ch IP.

    L do loi tr theo a ch IP

    Di y l m t s l do khin bn mun loi tr theo a ch IP:

    http://www.google.fr/https://support.google.com/adwords/answer/1722038/?hl=vihttps://support.google.com/adwords/answer/1722038/?hl=vihttp://www.google.cn/http://www.google.com.hk/http://www.google.cn/http://www.google.com.hk/http://www.google.cn/http://www.google.com.hk/http://support.google.com/adwords/bin/answer.py?hl=vi&answer=6322http://support.google.com/adwords/bin/answer.py?hl=vi&answer=1722040

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    Tn dng li th ca kim sot loi tr nng cao m AdWords cung cp.

    Loi tr a ch IP ca i th cnh tranh ca bn.

    Gii hn s ln hin th v s nhp chu t khng mong mun t mng cng ty ca bn.

    V d:

    Nhng ngi lm vic ti c ng ty ca bn thng xuyn kim tra kt qu tm kim kh ng phi

    tr tin trn trang web ca bn, ni qung co ca bn i khi hin th. V hin th qung co

    kh ng mong mun v nhp chu t v gy tn km, bn quyt nh loi tr a ch IP ca

    mng c ng ty ca mnh.

    Lu

    loi tr a ch IP, bn cn s dng m t trong cc loi chin dch sau:

    "Mng tm kim c Chn hin th - Tt c cc tnh nng"

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

    "Ch Mng tm kim Tt c cc tnh nng"

    "Ch Mng hin th Tt c cc tnh nng"

    "Ch Mng hin th Tip th li"

    Nu bn c loi chin dch khc vi nhng loi c lit k trn, bn s kh ng th loi tr

    a ch IP. Tm hiu v cc loi chin dch ca AdWords.

    Cch loi tr a ch IP

    Di y l cch chn kh ng cho qung co ca bn hin th cho cc a ch IP nht nh:

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

    2. Trong tab Chin dch chnh, nhp vo tab Ci t.

    3. Nhp vo chin dch bn mun loi tr a ch IP.

    4. Cu n xung phn Ci t nng cao v nhp vo lin kt Loi tr IP.

    5. Nhp vo Chnh sa bn cnh "Qun l loi tr IP".

    6. Trong h p m ra, hy nhp danh sch a ch IP m bn mun loi tr. Ch nhp m t a ch

    IP trn mi dng, ti a 500 a ch mi chin dch.

    7. Nhp vo Lu.

    Nu bn mun xem hoc chnh sa a ch IP m bn loi tr cho chin dch, hy tr li

    tab Ci t.

    Lu

    M t s Nh cung cp dch v internet (ISP) ln ch nh cng m t a ch IP cho m t s lng

    ln my tnh. Nu bn loi tr a ch IP nh vy, bn c th chn kh ng cho nhiu khch

    hng chnh ng nhn thy qung co ca bn.

    Cch xa loi tr a ch IP ca bn

    Di y l cch xa loi tr a ch IP khi chin dch ca bn:

    1. Thc hin theo cc bc t 1 n 5 ( trn).

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2567043https://adwords.google.com.vn/select/

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    2. Trong h p m ra, hy xa bt k loi tr a ch IP no m bn mun xa.

    3. Nhp vo Lu.

    .5. C ng c t gi thu v ngn sch

    Gi mi nhp chu t nng cao (ECPC)

    Gii thiu v Trnh ti u ha chuyn i

    Thit lp Trnh ti u ha chuyn i

    G ri cho trnh ti u ha chuyn i

    S dng t gi thu t ng

    t gi thu gi mi chuyn i (CPA)

    .5.1. Gi mi nhp chu t nng cao (ECPC)

    Gi mi nhp chu t nng cao (ECPC) l tnh nng t gi thu s tng gi thu cho cc nhp

    chu t c v nh c nhiu kh nng dn n bn hng hoc chuyn i trn trang web ca bn.

    iu gip bn nhn c nhiu gi tr hn t ngn sch qung co ca mnh.

    Hy hnh dung rng c ng vic ca bn l ng bn ngoi tim ht tc v mang n khch hng

    mi. Nu m t doanh nhn c mi tc x i b ngang qua, bn hy vy tay v cho hi anh ta.

    Nu ngi c u hi i ngang qua, bn ng lm nh vy.

    ECPC thc hin c ng vic tng t cho qung co AdWords ca bn. ECPC l tnh nng t gi

    thu s tm kim cc phin u gi qung co c nhiu kh nng dn n bn hng cho bn v

    sau tng gi th u CPC ti ca bn ln n 30% cnh tranh khc lit hn cho nhng

    nhp chu t . Khi thy phin u gi kh ng c v ha hn, ECPC s gim gi thu ca bn.

    Bng cch , bn c c nhiu ln bn hng v chuyn i hn t s tin qung co m bn

    chi tiu.

    ECPC hot ng trn Google, Mng tm kim v Mng hin th, nhng kh ng c s n cho loi

    chin dch "Ch Mng hin th - ng dng trn in thoi di ng".

    V d:

    Gi s bn bn giy trn trang web ca mnh v bn t CPC ti a l 1 la M, ng thi

    bn c tnh nng t gi thu ECPC c bt. Nu h thng AdWords thy phin u gi c

    kh nng dn ai mua giy trn trang web ca bn, n c th t gi thu ca bn mc

    cao l 1,3 la M cho phin u gi (c ngha l gi thu CPC ti a 1 la M c ng thm

    30%).

    https://support.google.com/partners/answer/2464964?hl=vi&ref_topic=2795978https://support.google.com/partners/answer/2471188?hl=vi&ref_topic=2795978https://support.google.com/partners/answer/2472674?hl=vi&ref_topic=2795978https://support.google.com/partners/answer/152565?hl=vi&ref_topic=2795978https://support.google.com/partners/answer/2470106?hl=vi&ref_topic=2795978https://support.google.com/partners/answer/2472713?hl=vi&ref_topic=2795978https://support.google.com/adwords/bin/answer.py?hl=vi&answer=6326http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2567043http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2567043

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    CPC nng cao

    Learn about Enhanced CPC, an automatic AdWords bid management feature designed to

    increase your conversions while lowering your costs.

    o

    Hy tit kim thi gian v c ng sc qun l gi thu ca bn bng cch th t gi thu ECPC

    lm chin lc gi thu linh hot. Bn s c th p dng ti u ha gi thu ECPC m t cch

    chin lc hn cho ton b cc chin dch hoc nhm qung co c th m bn chn. Cch

    s dng chin lc gi thu linh hot.

    L m cch n o ECPC bit phin u gi no ha hn?

    H thng AdWords tm kim cc mu nhp chu t v chuyn i, ng thi so snh cc mu

    nhp chu t v chuyn i vi kt qu trong qu kh ca bn. V d: nu cc kt hp tm kim

    hoc t kha nht nh dn n nhiu ln bn hng hn, th ECPC s bit. l l do bn phi

    bt tnh nng theo di chuyn i s dng ECPC, bi v d liu n t .

    ECPC s tng gi thu CPC ti a ca bn ln n 30% khi thy c c h i tt. ECPC cng s gim

    CPC ti a ca bn xung bt k s tin no (thm ch nhiu hn 30%) nu ECPC xc nh m t

    chuyn i kh ng c kh nng, do , bn s tr t hn cho cc nhp chu t chuyn i t. Nu

    bn chn s liu gi thu chuyn i quan trng nht i vi bn trn trang ci t chuyn i,

    ECPC s tp trung vo Chuyn i (m t ln cho mi nhp chu t) hoc Chuyn i (nhiu ln cho

    mi nhp chu t). Nu bn quan tm v ti a ha doanh s bn hng v theo di mi ln bn

    hng di dng chuyn i, bn c th chn chuyn i nhiu ln cho mi nhp chu t. i vi

    cc khch hng tim nng, chng hn nh ng k, bn c th chn m t ln cho mi nhp

    chu t.

    o

    Bi v ECPC s tng gi thu CPC ti a ca bn ln n 30% khi ECPC thy c c h i tt, ng

    ngc nhin nu bo co AdWords hin th CPC trung bnh trn mc CPC ti a ca bn.

    L m cch n o bit ECPC ng tr gip ti?

    ECPC t kim tra k bng cch c lp m t phn lu lng truy cp lm vic vi gi thu CPC

    ti a th ng thng ca bn. Sau , ECPC s so snh hai tp hp kt qu v iu chnh cho ph

    hp. Do , khi bn chn ECPC, bn s thy kt qu chuyn i tt hn, hay t nht tng t vi

    kt qu bn c c khi kh ng s dng ECPC.

    ECPC khc vi Trnh ti u h chuyn i nh th no?

    C ECPC v Trnh ti u ha chuyn i u lm vic gip bn c c nhiu chuyn i

    hn. S khc bit chnh: ECPC lm vic vi gi thu CPC ti a bn t, kh ng bao gi vt qu

    http://support.google.com/adwords/answer/2979071/?hl=vihttp://support.google.com/adwords/answer/2979071/?hl=vihttps://support.google.com/adwords/bin/answer.py?answer=6308/?hl=vihttps://support.google.com/adwords/bin/answer.py?hl=vi&answer=2390684

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    30% CPC ti a. Trnh ti u ha chuyn i kh ng cn CPC ti a mc d Trnh ti u ha

    chuyn i yu cu gi thu CPA.

    Trnh ti u ha chuyn i cung cp cho bn c h i tt nht ci thin kt qu, nhng ECPC

    cung cp mc kim sot v tin dng m m t s ngi thch.

    C ECPC v trnh ti u h chuyn i

    S dng d liu theo di chuyn i hoc Google Analytics t ti khon ca bn

    D on t l chuyn i cho mi phin u gi

    iu chnh gi thu ca bn gip bn ginh c nhp chu t ha hn nht

    ECPC

    Hot ng vi tt c cc ci t chin dch v gi thu CPC ti a ca bn

    C th tng gi thu ln n 30%

    Hot ng vi h thng t gi thu ca bn th ba

    Trnh ti u h chuyn i

    Cho php bn t CPA mc tiu hoc CPA ti a

    C ton quyn t gi thu CPC ca bn cho mi phin u gi

    Khng th hot ng vi m t s gii php qun l gi thu da trn API

    M o

    Nu chin dch ca bn kh ng c theo di chuyn i c bt, vic chn tham gia vo ECPC

    s kh ng c tc ng no n gi thu ca bn.

    Cch bt ECPC

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

    2. T tab Chin dch, nhp vo tn chin dch bn mun lm vic.

    3. Nhp vo tab Ci t.

    4. Tm phn "Chin lc gi thu". Nhp vo Chnh sa.

    5. Nhp vo Ty chn nng cao, ri nhp vo Bt CPC nng cao.

    Khi bn chn ECPC, chng t i s t ng t ci t xoay vng ung co ca bn thnh "ti

    u ha cho chuyn i" ngay c khi xoay vng qung co hin c t thnh "ti u ha cho

    nhp chu t".

    Hy nh rng bn cng phi bt tnh nng theo di chuyn i ECPC lm vic.

    https://support.google.com/adwords/bin/answer.py?answer=2401634/?hl=vihttps://adwords.google.com.vn/https://support.google.com/adwords/bin/answer.py?hl=vi&answer=112876

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    4.5.2. Gii thiu v Trnh ti u ha chuyn i

    Vi Trnh ti u ha chuyn i, mc tiu l em li cho bn nhiu chuyn i nht cho ngn

    sch ca bn. Thay v tp trung vo s nhp chu t (CPC) hoc s ln hin th (CPM), Trnh ti u

    ha chuyn i tp trung vo vic ti a ha chuyn i. Bn c th t gi mi chuyn i (CPA)

    ti a, l chi ph cao nht bn mun tr cho mi chuyn i hoc gi mi chuyn i mc tiu,

    l s tin trung bnh bn mun tr cho m t chuyn i. Bn c th hng dn Trnh ti u ha

    chuyn i tp trung vo Chuyn i (m t ln cho mi nhp chu t) hoc Chuyn i (nhiu

    ln cho mi nhp chu t) bng cch chn s liu gi thu chuyn i trn trang ci t chuyn

    i ca bn. Bng cch s dng th ng tin lch s v chin dch ca bn, Trnh ti u ha chuyn

    i s t ng tm gi thu CPC tng ng ti u cho qung co ca bn mi khi qung co

    iu kin xut hin. Bn vn phi tr tin cho mi ln nhp chu t, nhng bn kh ng cn phi

    iu chnh gi thu theo cch th c ng t c mc tiu chuyn i ca mnh.

    Bn c bit...

    Bn cng c th s dng Trnh ti u ha chuyn i cho cc chin dch qung b ng dng

    trn in thoi di ng. Nu bn ang chy chin dch qung b ti xung ng dng trn in

    thoi di ng, Trnh ti u ha chuyn i c th gip bn nhn c s ln ti xung nhiu

    nht cho ngn sch ca mnh.

    Trnh ti u ha chuyn i cung cp cho bn gi thu CPA ti a v gi thu CPA mc tiu c

    xut gip bn bt u. Tt nht bn nn s dng m t trong cc gi thu c ngh ny

    khi bt u bi v nhng gi thu ny c tnh gip m bo vic chuyn sang ch t gi

    thu mi ca bn c tr i chy. T im bt u ny, bn c th quan st hiu sut v iu

    chnh gi thu ca mnh cho ph hp. Cng nh t gi thu CPC, gi thu CPA bn t l s

    kim sot chnh s lng chuyn i bn s nhn c v s tin bn s tr cho nhng chuyn

    i ny. Bn c th tng gi thu CPA ca mnh nu bn mun tng lu lng truy cp v chuyn

    i. Nu CPA trung bnh ca bn cao hn mong mun, th bn c th h gi thu, s lm gim c

    CPA trung bnh v s lng chuyn i. Tm hiu cch iu chnh gi thu CPA ca bn.

    V d:

    Hoa bn o ph ng in hnh ban nhc mi v theo phong cch c in trc tuyn. C s

    dng thnh c ng nhm mc tiu theo ng cnh tip cn cc khch hng tim nng khi h

    dnh thi gian trn cc blog m nhc v c cc tp ch gii tr trc tuyn, nhng c cho rng

    vn cn kh nng ci thin. Do , c quyt nh th dng Trnh ti u ha chuyn i.

    Hoa bit rng, trung bnh c mun chi tr $5,00 cho m t chuyn i trn trang web ca mnh

    nn c t gi ny lm Gi thu CPA mc tiu v sau Trnh ti u ha chuyn i thc

    hin phn vic cn li. Vi tun sau, Hoa kim tra hiu sut chin dch ca mnh. C vui

    mng khi khm ph ra rng t l chuyn i c ci thin hn 0,5%!

    https://support.google.com/adwords/bin/answer.py?hl=vi&answer=2472713https://support.google.com/adwords/bin/answer.py?hl=vi&answer=2472713https://support.google.com/adwords/bin/answer.py?hl=vi&answer=2470106

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    Di y l ba v d v nhng cch Trnh ti u ha chuyn i c kh nng thc hin

    t c mc tng ny:

    Theo kinh nghim, qua thi gian, m t blog v cc ban nhc thp nin 80 tng chuyn i

    mc chi ph cao do gi cho Hoa nhiu nhp chu t khng chuyn thnh chuyn i. Cc

    cp gi thu cho trang web ny c t ng gim xung cho n khi qung co ca

    Hoa ngng xut hin trn trang web ny, do , gii phng thm ngn sch cho cc trang

    web c hiu sut cao hn.

    Theo kinh nghim, xt m t cch tng th, qung co ca Hoa nhn c cc nhp chu t vi

    chi ph thp hn trn cc trang web c hnh nn l ban nhc heavy metal. Tuy nhin, cc

    nhp chu t t khch truy cp vo cc trang web ny dn n t l phn trm chuyn i

    cao. Do , Trnh ti u ha chuyn i m bo t gi thu thnh cng trn thm ch

    nhiu trang web hn trn Mng hin th c lin quan n cc ban nhc heavy metal.

    Yu c u cho Trnh ti u h chuyn i:

    Bn s cn p ng cc yu cu sau bt u s dng Trnh ti u ha chuyn i:

    Chin dch ca bn s dng Theo di chuyn i AdWords hoc nhp d liu t Google

    Analytics.

    Chin dch nhn c t nht 15 chuyn i trong 30 ngy qua. Lch s chuyn i ny

    cho php h thng a ra nhng d on chnh xc v t l chuyn i trong tng lai ca

    bn. Do , chng t i cng c nhiu d liu th d on ca chng ti cng chnh xc.

    Chin dch phi nhn c chuyn i vi t l tng t trong t nht vi ngy.

    ng chuyn i ca chin dch

    Di y l m t s tng tng s lng chuyn i trong chin dch ca bn:

    o Nu bn s n lng chi tiu nhiu hn cho qung co v hin thng xuyn t n ngn

    sch ca mnh, bn c th tng ngn sch.

    o Nu bn s n lng chi tiu nhiu hn cho qung co, nhng kh ng t n ngn sch ca

    mnh, bn c th tng gi thu CPC cho cc nhm qung co trong chin dch b nh

    hng. Gi thu cao hn gip tng Xp hng qung co, dn n kh nng hin th

    qung co ca bn nhiu hn. Vi kh nng hin th nhiu hn, bn c th nhn c

    nhiu nhp chu t dn n chuyn i hn.

    o Nu bn mun gi nguyn chi ph, hy xem xt di chuyn m theo di chuyn i trn

    trang web ca mnh. V d: Jean chy m t trang web v bo him. M theo di ca c

    nm trn trang m khch hng s tip cn sau khi ng k n bo him. C quyt nh

    chuyn m theo di n trang cung cp bo gi bo him. D liu chuyn i t trang

    ny vn c ngha cho doanh nghip ca c v s chuyn i tng ln bi v c nhiu

    khch hng tip cn trang ny hn trang "Cm n". Lu : Nu bn di chuyn m theo

    https://support.google.com/adwords/bin/answer.py?hl=vi&answer=99468https://support.google.com/adwords/answer/1752122/?hl=vi

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    di chuyn i, hy chc chn ch hai tun trc khi bt Trnh ti u ha chuyn i

    cho php h thng c thi gian iu chnh.

    o Kt hp chin dch ca bn vi m t chin dch khc cho m t sn phm c lin quan c t

    l chuyn i tng t. Bn c th s dng AdWords Editor sao chp v dn cc

    nhm qung co gia cc chin dch. Lu : Nu bn thc hin loi thay i ln ny cho

    cc chin dch ca mnh, hy chc chn ch hai tun trc khi bt Trnh ti u ha

    chuyn i cho php h thng c thi gian iu chnh.

    o Chn tham gia Mng hin th ca Google.

    o Thm nhiu t kha c lin quan hn vo cc nhm qung co ca bn.

    o Thay i qung co hoc trang ch ca bn c gng tng t l nhp (CTR) hoc t l

    chuyn i.

    Ngoi ra, nhng c trng sau ca chin dch c th gip tng chuyn i:

    Chin dch c nh hng phn hi trc tip. V d: chin dch tp trung to doanh s

    trn m t trang web thng mi in t.

    Chin dch c loi chuyn i c xc nh r rng, chng hn nh m t ln mua hng

    hoc ng k c hon tt.

    Chin dch c t l chuyn i tng i bn vng, kh ng c thay i ln no (chng hn

    nh xc nh li s kin chuyn i hoc di chuyn m theo di chuyn i) trong hai tun

    qua.

    Vo lc ny, cc tnh nng sau ca AdWords kh ng tng thch vi Trnh ti u ha chuyn i:

    Gi thu ring trn Mng hin th: lu rng Trnh ti u ha chuyn i s t ng ti u

    ha gi thu ca bn trn Mng tm kim v hin th.

    Tt c cc loi iu chnh gi thu, tr trng hp iu chnh gi thu thit b di ng l -

    100%. Trnh ti u ha chuyn i t ng tnh c chnh lch t l chuyn i gia cc thit

    b, ngy, thi gian v v tr. Do iu chnh gi thu c tch hp vo cng ngh m Trnh

    ti u ha chuyn i s dng, nn khng cn thit phi t iu chnh ring bit.

    Bn c bit...

    Trnh ti u ha chuyn i xem xt tt c Chuyn i (AdWords) v/hoc d liu Theo di

    mc tiu (Google Analytics) c nhp, nhng trnh ny tnh trng s cho cc d liu gn y

    cao hn.

    h y i v lu lng truy cp

    Nu bn thy lu lng truy cp (s nhp chu t v chuyn i) gim sau khi bt Trnh ti u ha

    chuyn i, th c th c m t vi iu sau din ra:

    https://support.google.com/adwords/bin/answer.py?hl=vi&answer=99478https://support.google.com/adwords/bin/answer.py?hl=vi&answer=16928https://support.google.com/adwords/bin/answer.py?hl=vi&answer=6141https://support.google.com/adwords/bin/answer.py?hl=vi&answer=6141

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    1. Gi thu CPA c th qu thp. Nu bn ang s dng gi thu CPA mc tiu, hy so snh

    gi thu ca bn vi CPA trung bnh lch s ca chin dch. Nu gi thu ca bn thp hn

    ng k so vi CPA trung bnh lch s, th CPA mc tiu ca bn khng th t c trong

    khi vn gi mc lu lng truy cp hp l v bn nn xem xt tng gi thu ca mnh.

    2. Thay v chuyn i, bn c th xem xt s nhp chu t hoc s ln hin th. Do Trnh ti u

    ha chuyn i hng n vic gip bn nhn c nhiu chuyn i hn bng cch trnh

    lu lng truy cp khng dn n chuyn i, nn bn c th thy gim s ln hin th

    hoc s nhp chu t trong khi tng s lng chuyn i.

    h y i v t l chuyn i

    Bn c th thy t l chuyn i gim khi bt u s dng Trnh ti u ha chuyn i. Thay i

    ny c th xy ra bi v bn quan st mc trung bnh ca t l chuyn i trn tt c cc nhp

    chu t. V d: gi s Trnh ti u ha chuyn i lm tng cc nhp chu t rt r vi t l chuyn

    i hi thp hn trong chin dch ca bn. Nu kh ng c cc thay i khc trong chin dch ca

    bn, th thay i v t l chuyn i ny s xut hin di dng gim i. Tuy nhin, thay i v

    chi ph c th nh hng rt tch cc n ROI ca chin dch ca bn.

    Di y l v d: Gi s bn thng nhn c m t chuyn i cho mi 10 nhp chu t t m t

    trang web c th v m t nhp chu t gi $1. iu ny c ngha l bn c t l chuyn i l 10%

    vi tng chi ph l $10 trn mi chuyn i. Sau , gi s Trnh ti u ha chuyn i thay i

    gi thu ca bn, do bn qung co trn trang web m bn tr $0,10 cho mi nhp chu t,

    nhng ch c m t trong s 50 ngi chuyn i t nhng nhp chu t ny. T l chuyn i

    ca bn s gim xung ch cn 2%, nhng chi ph cho mi chuyn i cng s gim xung ch

    cn $5.

    S dng Trnh ti u h chuyn i mt cch hiu qu cho chin dch ng dng trn in

    thoi di ng

    Nu mc tiu qung co ca bn l qung b ti xung ng dng trn in thoi di ng, bn c

    th mun th cc phng php sau y:

    1. Khi bn khi chy chin dch qung b ng dng trn in thoi di ng, hy trnh ci t

    chin dch hn ch qu mc (v d: qu nhiu nhm mc tiu theo v tr) c th lm gim

    lu lng truy cp ca bn.

    2. Theo di hiu sut ca bn trong hai tun u tin, sau loi tr cc trang web v danh

    mc kh ng t c mc tiu ca bn.

    3. Khi bn ti u ha chin dch ca mnh v t c CPA bn vng, hy bt u s dng

    Trnh ti u ha chuyn i v t CPA mc tiu ph hp vi hiu sut ca bn. Lu rng

    ti xung theo di chuyn i ch c s n cho nh qung co qung b cc ng dng

    Android v cho ngi dng hin ti ca dch v dch iOS AdMob.

    4. S dng cc phng php nhm mc tiu sau tinh chnh thm lu lng truy cp ca

    bn:

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    o Nhm mc tiu thit b mi

    o Thm danh mc s thch vo nhm qung co ca bn tip cn nhng ngi quan

    tm n sn phm v dch v tng t vi nhng g doanh nghip ca bn cung cp

    o S dng lp lch qung co nng cao cng vi iu chnh gi thu cho cc ngy c th

    trong tun v gi c th trong ngy.

    10 mo s dng Trnh ti u h chuyn i thnh cng

    1. t CPA t.a hoc CPA mc tiu da trn s liu no quen thu c nht vi bn.

    2. Tng gi thu CPA ti a hoc gi thu CPA mc tiu ca mnh tng lu lng truy cp v

    chuyn i.

    3. Bt u vi gi thu CPA c ngh v sa i gi thu ca bn thng xuyn tm gi

    thu ph hp vi bn.

    4. S dng Trnh ti u ha chuyn i vi cc chin dch hin ti. Chin dch s dng theo di

    chuyn i cng lu v cng nhn c nhiu chuyn i trong 30 ngy qua, th Trnh ti

    u ha chuyn i c th to cng nhiu d liu to cc d on.

    5. Hy nh rng nhng thay i v hiu sut qung co l t nhin v i khi, bn cn phi s

    dng Trnh ti u ha chuyn i bit c chnh xc nh hng ca cng c ny ln

    hiu sut ca chin dch.

    6. Khng thc hin thay i ln cho chin dch trong khi chy Trnh ti u ha chuyn i (v

    d: xa tt c cc nhm qung co v thay th bng cc nhm qung co mi).

    7. Hy thc hin cc thay i nh cho chin dch ph hp vi doanh nghip ca bn (v d:

    thm/xa t kha, thay i qung co, thay i trang ch).

    8. Khng xa m theo di chuyn i khi trang web hoc di chuyn m n m t v tr khc

    trong khi chy Trnh ti u ha chuyn i.

    9. Tng gi thu CPA ti a hoc CPA mc tiu ca bn nu bn mun tng lu lng truy cp

    v chuyn i. Gim gi thu CPA ti a hoc CPA mc tiu nu bn mun gim CPA trung

    bnh. Lu lng truy cp c th gim.

    10. So snh CPA v t l chuyn i ca bn trc v sau khi s dng Trnh ti u ha chuyn

    i o lng tc ng ca n ln chin dch ca bn.

    11. Nh rng bn lun c th tt Trnh ti u ha chuyn i v chin dch ca bn s tr li gi

    thu CPC trc m bn s dng.

    12. Nu bn thng xuyn t n ngn sch ca mnh, hy tng ngn sch cho php

    qung co ca bn hin th nhiu hn.

    13. Chn tham gia Mng hin th ca Google.

    14. Thm nhiu t kha c lin quan hn vo cc nhm qung co ca bn.

    .5.3. Thit lp Trnh ti u ha chuyn i

    https://support.google.com/adwords/bin/answer.py?hl=vi&answer=2497941https://support.google.com/adwords/bin/answer.py?hl=vi&answer=99468https://support.google.com/adwords/bin/answer.py?hl=vi&answer=99478https://support.google.com/adwords/bin/answer.py?hl=vi&answer=16928

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    Trnh ti u ha chuyn i s dng Theo di chuyn i, Theo di chuyn i nhiu ti

    khon hoc d liu Google Analytics gip bn nhn nhiu chuyn i hn chi ph thp

    hn.

    Bng cch ti u ha v tr ca bn trong tng phin u gi qung co, Trnh ti u ha

    chuyn i gip bn trnh cc nhp chu t khng c kh nng sinh li v mang n cho bn

    nhiu nhp chu t c kh nng sinh li nht c th.

    Trnh ti u ha chuyn i cng lm cho vic qun l t gi thu AdWords ca bn d

    dng hn nhiu khi ti a ha kt qu.

    Bt u vi Trnh ti u h chuyn i

    Trc khi thit lp Trnh ti u ha chuyn i, trc tin m bo rng bn s n sng nhp

    d liu chuyn i ca mnh vo ti khon AdWords ca bn bng cch bt Theo di chuyn

    i hoc theo di chuyn i nhiu ti khon hoc bng cch nhp d liu mc tiu v giao dch

    t Google Analytics.

    Chin dch ca bn phi nhn c t nht 15 chuyn i trong 30 ngy qua v phi nhn c

    cc chuyn i t l tng t trong t nht vi ngy. c kt qu tt nht, chng t i khuyn

    bn nn chy Theo di chuyn i t nht hai tun trc khi th Trnh ti u ha chuyn i --

    lu hn nu bn kh ng c khi lng chuyn i cao.

    Cch bt Trnh ti u ha chuyn i nu s dng t gi thu th cng

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

    2. Chn tab Chin dch.

    3. Chn tn chin dch.

    4. Chn tab C i t.

    5. Bn cnh "Chin lc gi thu", hy nhp vo Chnh s .

    6. Nhp vo nt radio "Tp trung vo chuyn i" (Trnh ti u ha chuyn i).

    7. Trong Ty chn nng cao, chn CPA ti a hoc CPA mc tiu v chn "Bt u vi gi thu

    c ngh" hoc chn v t gi thu ty chnh. i vi chin dch qung b ti xung

    ng dng trn in thoi di ng, bn ch c th t CPA mc tiu.

    8. Nhp vo Lu hon tt

    Cch bt Trnh ti u h t ng nu c s dng gi th u t ng

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

    2. Chn tab Chin dch.

    3. Chn tn chin dch.

    4. Chn tab C i t.

    5. Bn cnh "Chin lc gi thu", hy nhp vo Chnh s .

    6. Chn nt radio bn cnh "T i s t gi thu cho nhp chu t theo cch th c ng".

    7. Nhp vo Lu.

    8. Bn cnh "Chin lc gi thu", hy nhp vo Chnh s m t ln na.

    https://support.google.com/adwords/bin/answer.py?hl=vi&answer=1722022https://support.google.com/adwords/bin/answer.py?hl=vi&answer=1722022https://support.google.com/adwords/bin/answer.py?hl=vi&answer=3061730https://support.google.com/analytics/answer/1034306/?hl=vihttps://support.google.com/analytics/answer/1034306/?hl=vihttps://adwords.google.com.vn/https://adwords.google.com.vn/

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    9. Nhp vo nt radio "Tp trung vo cc chuyn i" (Trnh ti u ha chuyn i).

    10. Nhp vo Lu hon tt.

    Cch v hiu Trnh ti u h chuyn i

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

    2. Chn tab Chin dch.

    3. Chn tn chin dch.

    4. Chn tab Ci t.

    5. Bn cnh "Chin lc gi thu", hy nhp vo Chnh sa.

    6. Chn nt radio bn cnh la chn t gi thu mi ca bn.

    7. Nhp vo Lu hon tt.

    Lu

    Nu bn v hiu Theo di chuyn i bng cch xa chuyn i m bn ang theo di, th

    qung co trong chin dch s dng Trnh ti u ha chuyn i s ngng chy. bt u

    hin th li qung co, bn s cn bt Theo di chuyn i hoc chuyn sang t gi th u

    th cng.

    Cch chuyn Trnh ti u ha chuyn i v CPC nng cao gia chuyn i nhiu l n

    cho mi nhp chut v chuyn i mt l n cho mi nhp chut

    Bn c th t Trnh ti u ha chuyn i v CPC nng cao tp trung vo Chuyn i (m t

    ln cho mi nhp chu t) hoc Chuyn i (nhiu ln cho mi nhp chu t) bng cch chn s liu

    gi thu chuyn i trn tab Ci t cho tt c cc chuyn i ca bn. Nu bn kh ng a ra

    la chn, Trnh ti u ha chuyn i s tp trung vo chuyn i.

    Bn c th cn cp nht gi thu ca bn nu bn thay i s liu gi thu chuyn i ca mnh.

    V d: gi s trung bnh m t nhp chu t dn n 2 ln bn hng v bn mun tr $10 trung bnh

    cho mi ln bn hng. Nu bn chn Chuyn i (m t ln cho mi nhp chu t), bn c th t

    CPA mc tiu l $20 cho mi gi thu duy nht. Nu bn chn Chuyn i (nhiu ln cho mi

    nhp chu t), bn c th t CPA mc tiu l $10. Trong v d ny, bn nn s dng ty chn th

    hai t gi thu p ng mc tiu kinh doanh ca bn v tp trung Trnh ti u ha

    chuyn i vo ti a ha loi bn hng quan trng nht i vi bn.

    Nu bn thay i s liu gi thu chuyn i ca bn, ng qun cp nht c t chuyn i

    xem d liu ph hp. V d: nu bn t s liu gi thu chuyn i ca mnh thnh Chuyn i

    (nhiu ln cho mi nhp chu t), bn nn bt c t Chuyn i (nhiu ln cho mi nhp chu t)

    xem hiu sut.

    Cch thit lp Trnh ti u h chuyn i cho nhiu loi chuyn i v gi tr trong mt

    chin dch

    https://adwords.google.com.vn/https://support.google.com/partners/answer/answer.py?answer=2390250https://support.google.com/partners/answer/answer.py?answer=2390250

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    Di y l m t s v d v cch x l cc tnh hung phc tp hn:

    Nhiu hn m t loi chuyn i

    C th m t trong cc chin dch ca bn c m t loi chuyn i din ra thng xuyn hn cc

    loi chuyn i khc. V d: gi s 10% s khch truy cp trc tuyn ca bn ng k danh sch

    gi th v CPA ca bn cho chuyn i ny l $2. Ngoi ra, 20% s khch truy cp ny cng thc

    hin vic mua hng, trong CPA ca bn l $10. Trnh ti u ha chuyn i ch xem xt

    chuyn i u tin (ng k). ti u ha c vic ng k ln mua hng, hy t gi thu gi

    mi chuyn i (CPA) ti a ch yu da trn gi tr ca cc ng k, cng vi s ln mua hng

    tng nh. Di y l cch hot ng:

    Loi chuyn i: ng k

    T l chuyn i: 10%

    CPA ti a: $2

    Loi chuyn i: Mua hng

    T l chuyn i: 20% ca 10% trn

    CPA ti a: $10

    $2 + (20% ca $10) = $4 = gi thu CPA ti a ca bn

    Gi tr CPA khc nhau cho cc sn phm khc nhau

    Bn c m t loi chuyn i (v d nh mua hng), nhng c cc gi tr CPA khc nhau cho cc

    sn phm khc nhau. Gi thu CPA ti a ca bn phi c tnh l gi trung bnh ca nhng

    bn hng ny. Di y l cch hot ng:

    Sn phm: ng en

    Phn trm tng bn hng: 75%

    CPA ti a: $20

    Sn phm: ng mu ta

    Phn trm tng bn hng: 25%

    CPA ti a: $50

    (75% * 20) + (25% * 50) = $27,50 = gi thu CPA ti a c tnh ca bn

    Nhiu hn m t trang ch

    Sn phm ca bn ch yu nm trn cc trang ch khc nhau. Hy bo m mi cp sn phm

    v trang ch c nhm qung co ring v sau t gi thu CPA ti a duy nht cho mi nhm

    qung co.

    iu chnh cho kinh doanh theo ma

    Trnh ti u ha chuyn i c th iu chnh cc thay i dn dn trong t l chuyn i. Tuy

    nhin, nu t l chuyn i ca bn thay i t ng t tng ngy trong khong thi gian theo

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    ma, chng t i khuyn bn nn theo di cht ch hiu sut v iu chnh gi thu ca mnh cho

    ph hp.

    V d: nh sn xut chi c th tri qua nhng thay i sau trong sut ma mua sm:

    Nhiu khch hng tim nng tm kim bng cc truy vn c lin quan n chi, dn n

    c nhiu hin th qung co hn.

    Ngi dng c nhiu kh nng nhp vo qung co hn, dn n CTR cao hn v nhiu

    nhp chu t hn.

    Ngi dng nhp vo qung co c nhiu kh nng thc hin vic mua hng sau , dn

    n t l chuyn i cao hn.

    Nu bn ang s dng Trnh ti u ha chuyn i, iu quan trng l cn phi ch n yu t

    th ba (tng t ng t t l chuyn i). H thng AdWords phi mt thi gian tm hiu v

    thch ng vi kiu thay i ny. Trong sut thi gian sau thay i t ng t trong t l chuyn i,

    bn c th b p bng cch thay i gi thu CPA ti a hoc CPA mc tiu ca mnh. Tng t,

    bn c th gim gi thu CPA ti a hoc CPA mc tiu ca mnh trong sut thi gian c t l

    chuyn i thp hn. Theo so snh, bn c th thc hin tng t vi chin dch CPC, tng gi

    thu khi t l chuyn i cao hn v h gi thu khi t l chuyn i gim xung.

    Lu : S thay i t ng t v t l chuyn i ca bn c th lm cho h thng AdWords d

    on xc sut chuyn i cao hn v c th lm cho CPA trung bnh vt qu gi thu CPA ti a

    hoc CPA mc tiu.

    L m cch n o bn bit Trnh ti u h chuyn i ng hot ng

    Nu bn ang s dng Theo di chuyn i hoc nhp d liu ca mnh t Google Analytics, c

    th bn quan tm n hai s liu:

    S lng chuyn i bn nhn mi ngy

    Chi ph trung bnh cho mi chuyn i trong s nhng chuyn i ny (y l CPA trung

    bnh ca bn hoc gi mi chuyn i).

    Di y l ba bc nh gi liu Trnh ti u ha chuyn i c ang hot ng cho bn hay

    khng.

    Nguyn tc 1: So snh cc chuyn i v CPA trung bnh ca chin dch t trc khi bn bt

    Trnh ti u ha chuyn i vi hiu sut hin ti ca chin dch.

    Hy nh rng nhng yu t bn ngoi, chng hn nh cc thay i trong qung co ca i th

    cnh tranh, c th nh hng n s liu quan trng ca chin dch hng tun. gip xc nh

    liu hiu sut chin dch ca bn c b nh hng bi cc thay i bn thc hin hoc bi cc

    thay i bn ngoi hay kh ng, bn c th xem xt so snh cc thay i trong hiu sut ca chin

    dch c s dng Trnh ti u ha chuyn i vi cc thay i trong chin dch khc ca mnh.

    http://adwords.blogspot.com/2009/06/import-your-google-analytics-goals-into.html

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    Nguyn tc 2: Xem hiu sut chin dch ca bn theo mc tiu bn t ra cho Trnh ti u ha

    chuyn i.

    Di y l m t s mc tiu v d:

    Duy tr cng s CPA trung bnh v nhn c nhiu chuyn i hn.

    Gim CPA trung bnh v nhn c nhiu chuyn i hn bn c so vi t gi thu CPC,

    vi CPA thp hn.

    Tng CPA trung bnh v nhn c nhiu chuyn i hn bn c trong khi tng CPA trung

    bnh bng vi s tin t gi thu CPC.

    Bn c th thay i hiu sut theo mc tiu chnh ca mnh nu bn ang s dng gi thu CPA

    ti a bng cch tng v gim gi thu CPA ti a. Bn c th tng gi thu CPA ti a nu bn

    mun tng lu lng truy cp v chuyn i. Nu CPA trung bnh ca bn cao hn mong mun,

    th bn c th h gi thu, s lm gim c CPA trung bnh v s lng chuyn i.

    Nguyn tc 3: Hy nh rng cc thay i v hiu sut qung co l t nhin v i khi, bn cn

    phi s dng Trnh ti u ha chuyn i bit c chnh xc nh hng ca c ng c ny ln

    hiu sut ca chin dch ca bn. V d: gi s m t chin dch th ng thng nhn c 10

    chuyn i/ngy v sau khi bt u s dng Trnh ti u ha chuyn i th ch nhn c tm

    chuyn i/ngy. y c th l m t phn ca bin ng bnh thng. Chng t i khuyn bn nn

    theo di t l chuyn i trong m t khong thi gian di hn trc khi nh gi xem y c l

    m t phn ca thay i di hn trong hiu sut chin dch hay kh ng.

    Bn c bit...

    Nu chin dch ca bn tt xung di 15 chuyn i trong 30 ngy, th Trnh ti u ha

    chuyn i s vn tip tc c bt tr khi bn tt. Tuy nhin, nu bn chn v hiu Trnh ti

    u ha chuyn i, bn s kh ng th bt li cho n khi t c yu cu.

    .5. . G ri cho trnh ti u ha chuyn i

    Bn c th gp phi m t s vn hoc hn ch sau khi s dng Trnh ti u ha chuyn i:

    Kh ng th bt rnh ti u h chuyn i:

    Trnh ti u ha chuyn i hot ng da trn d liu lch s c thu thp th ng qua Theo di

    chuyn i AdWords nn tnh nng ny s n c cho cc chin dch mi, cc chin dch mi bt

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2472713

  • 154

    u s dng theo di chuyn i hoc chin dch nhn t hn 15 chuyn i trong 30 ngy

    qua.

    Gi mi chuyn i (CPA) thc t vt u gi mi chuyn i (CPA) ti :

    CPA thc t ca bn ty thu c vo cc yu t nm ngoi kim sot ca Google, do CPA thc

    t c th vt qu CPA ti a bn ch nh. Trnh ti u ha chuyn i s dng d liu chuyn

    i lch s d on kh nng chuyn i ca qung co ca bn. Tuy nhin, t l chuyn i

    thc t c th b nh hng bi cc thay i cho trang web v qung co ca bn hoc cc yu t

    bn ngoi, chng hn nh tng tnh cnh tranh. Nu t l chuyn i thc t ca bn tr nn

    thp hn t l chuyn i c d on, th CPA thc t ca bn c th vt qu gi thu CPA ti

    a.

    Gi mi chuyn i trung bnh c o:

    Nu CPA trung bnh ca bn cao hn mong mun, th bn c th h gi thu, s lm gim c CPA

    trung bnh v s lng chuyn i. Ngc li, bn c th tng gi thu CPA ti a nu bn mun

    tng lu lng truy cp v chuyn i.

    l lu lng truy cp gim s u khi bt rnh ti u h chuyn i:

    Nu bn nhn thy lu lng gim xung sau khi bt Trnh ti u ha chuyn i, iu ny c

    th do gi thu CPA ti a ban u qu thp. Vic t gi thu CPA ti a thp tng ng vi

    vic gim gi thu CPC ban u; iu c th dn n vic qung co ca bn c v tr thp hn

    v t lu lng truy cp hn. V l do ny, tt nht bn nn s dng gi thu CPA ngh c

    cung cp khi bn bt u s dng Trnh ti u ha chuyn i. Gi thu ny c tnh gip

    bo m vic chuyn sang ch t gi thu mi ca bn c tr i chy. Do Trnh ti u ha

    chuyn i hng n vic gip bn nhn c nhiu chuyn i hn bng cch trnh lu lng

    truy cp kh ng dn n chuyn i, nn bn c th thy gim s ln hin th hoc s nhp chu t

    trong khi tng s lng chuyn i.

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    l chuyn i gim s u khi bt rnh ti u h chuyn i:

    Bn c th thy t l chuyn i gim khi bt u s dng Trnh ti u ha chuyn i do bn

    ang quan st mc trung bnh ca t l chuyn i trn tt c cc nhp chu t. V d: gi s Trnh

    ti u ha chuyn i lm tng cc nhp chu t rt r vi t l chuyn i hi thp hn trong

    chin dch ca bn. Nu kh ng c cc thay i khc trong chin dch ca bn, th thay i ny s

    xut hin theo m t mc gim. Tuy nhin, thay i v chi ph c th nh hng rt ln n li

    nhun chin dch ca bn.

    Kh nng tng thch vi tnh nng khc c AdWords, Mng tm kim v hin th, ung

    co bn th b :

    Cc tnh nng sau ca AdWords kh ng tng thch vi Trnh ti u ha chuyn i:

    Gi thu trn Mng hin th ring (Trnh ti u ha chuyn i s t ng ti u ha gi

    thu ca bn trn Mng tm kim v hin th).

    Lp lch qung co nng cao (Lu rng lp lch qung co c bn c h tr).

    Trnh ti u ha chuyn i kh ng hot ng trn Mng tm kim v hin th v qung co bn

    th ba. (Lu rng Theo di chuyn i AdWords vn bt bu c s dng Trnh ti u ha

    chuyn i vi qung co bn th ba.)

    .5.5. S dng t gi thu t ng

    t gi thu t ng cho php bn t gi thu trn t ng trin khai vi mc tiu l nhn c

    nhiu nhp chu t nht c th trong phm vi ngn sch ca mnh. Bn cng c th t gii hn

    gi thu gi mi nhp chu t nu bn kh ng mun vt qu gi c th cho mi nhp chu t. Bt

    k lc no bn u c th chuyn sang ty chn t gi thu th c ng, ty chn cho php bn

    chn s tin gi thu ring ca bn thay th.

    t gi thu t ng l ty chn t gi thu n gin nht ca AdWords. Bn kh ng cn ch

    nh gi thu ring cho t kha, nhm qung co hoc v tr ca mnh. Thay vo , bn t ngn

  • 156

    sch hng ngy v AdWords s gip iu chnh gi th u gi mi nhp chut (CPC) ca bn

    nhn c nhiu nhp chu t nht c th trong phm vi ngn sch ca mnh.

    t gi thu t ng l l tng i vi cc nh qung co kh ng mun tn nhiu thi gian t

    gi thu, nhng mun nhn c nhiu nhp chu t nht c th cho qung co trong ngn sch

    ca h. Nu bt k lc no bn kh ng thch xut gi thu, bn u c th d dng chuyn

    sang s dng t gi thu th c ng, cch t gi thu ny cung cp cho bn ton quyn kim

    sot bn t t s tin gi thu.

    V d:

    Liz iu hnh m t i l du lch nh v mun mi ngi truy cp vo trang web ca c y. Liz

    s dng t gi thu t ng gip qung co ca mnh nhn c s nhp chu t ti a

    trong phm vi ngn sch l 100 la M/ngy, m kh ng phi qun l gi thu t kha ring

    l.

    o

    Tit kim thi gian v c ng sc qun l gi thu ca bn bng cch th Ti ha cc nhp

    chut lm chin lc gi thu linh hot. Bn s c th p dng ti u ha gi thu m t cch

    chin lc hn cho ton b cc chin dch hoc nhm qung co v t kha c th m bn

    chn. Cch s dng chin lc gi thu linh hot.

    Bn c th chuyn sang t gi thu t ng bt k lc no. Tuy nhin, lu rng t gi thu t

    ng kh ng hot ng vi chin dch "Ch Mng hin th - ng dng trn in thoi di ng".

    Ngoi ra, hy lu rng nu bn chuyn chin dch bng cch s dng iu chnh gi thu da

    trn ngy v thi gian (lp lch qung co ty chnh) sang t gi thu t ng, vo nhng ngy

    v thi gian ny iu chnh gi thu s kh ng c p dng cho gi thu ca bn.

    thit lp t gi thu t ng, ch cn thc hin theo cc bc bn di:

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

    2. Trong danh sch Chin dch, hy nhp vo tn chin dch.

    3. Chn tab Ci t.

    4. Nhp vo Chnh sa bn cnh chin lc gi thu ca bn.

    5. Chn "AdWords s t gi thu gip ti a ha s nhp chu t trong ngn sch mc tiu

    ca ti".

    6. Nhp vo Lu.

    M o

    t iu chnh gi thu lm tng hoc gim gi thu ca bn khi qung co ang cnh

    tranh xut hin trn thit b di ng v v tr c th. iu chnh gi thu cho php bn

    kim sot nhiu hn thi gian v v tr qung co ca bn xut hin.

    Thit lp lp lch qung co ty chnh hin th qung co ca bn vo cc ngy nht nh

    hoc trong thi gian c th v s dng t gi thu t ng ti a ha cc nhp chu t

    trong nhng ngy v thi gian . Lu rng nu bn t iu chnh gi thu theo ngy v

    http://support.google.com/adwords/answer/116495/?hl=vihttp://support.google.com/adwords/answer/2979071/?hl=vi&https://adwords.google.com.vn/http://support.google.com/adwords/answer/2732132/?hl=vihttp://support.google.com/adwords/answer/2404244/?hl=vi

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    gi vi chin dch s dng t gi thu t ng, nhng iu chnh gi thu s khng

    c p dng cho gi thu ca bn.

    Nu bn mun kim sot gi thu ca mnh nhiu hn, bn c th quan tm n vic tm

    hiu cch t gi thu CPC cho cc t kha hoc v tr ring l.

    Xem gi th u t ng ca bn

    xem gi thu t ng cho chin dch ca bn, hy thc hin theo cc bc bn di:

    1. Nhp vo tab Nhm qung co hoc T kha.

    2. Bn di tiu "CPC t.a mc nh", bn s thy gi thu gi ti a gi mi nhp chu t m

    h thng AdWords ang s dng cho chin dch ca bn, nh c biu th bng th "t

    ng".

    Cc gii hn gi th u CPC cho chin dch ca bn

    Bn kh ng th t gi thu CPC ring l vi t gi thu t ng, nhng bn c th t gi thu

    CPC ti a cho ton b chin dch ca mnh. Gi thu CPC ti a ny, c gi l gii hn gi

    thu CPC, cho php bn kim sot s tin ti a bn mun tr cho mi nhp chu t. V d: nu

    bn ch nh gii hn gi thu l 1 la M th gi thu CPC ca bn s kh ng vt qu 1 la

    M cho bt k m t nhp chu t no.

    Nu vic kim sot chi ph cho cc nhp chu t ring l trn qung co quan trng i vi doanh

    nghip ca bn th tt nht bn nn ch nh gii hn gi thu CPC bn c quyn kim sot chi

    ph mi nhp chu t nhiu hn. Tuy nhin, hy nh rng gii hn gi thu CPC c th hn ch v

    tr qung co hoc s lng nhp chu t m qung co ca bn nhn c.

    V d:

    Bn bn m bng chy trc tuyn tr gi 10 la M. to li nhun, bn kh ng mun tr

    nhiu hn 1 la M cho mi nhp chu t vo qung co AdWords ca mnh. Bn t gii hn

    gi thu CPC l 1 la M gi thu ca bn s kh ng vt qu 1 la M khi bn s dng

    t gi thu t ng.

    Nu bn chn kh ng t gii hn gi thu, t gi thu t ng s hot ng nh bnh thng

    bng cch t ng chn gi thu CPC ti a c th cho php bn nhn nhiu nhp chu t nht c

    th trong phm vi ngn sch ca bn.

    Thit lp gii hn gi th u CPC

    Nu bn ang s dng t gi thu t ng v t gii hn gi thu CPC cho chin dch

    ca mnh, gii hn gi thu CPC s p dng cho tt c cc nhm qung co trong chin

    dch.

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2472712

  • 158

    t gii hn gi thu CPC, hy thc hin theo cc bc bn di:

    1. ng nhp vo ti khon AdWords ca bn.

    2. Chn chin dch bn mun chnh sa.

    3. Chn tab C i t.

    4. Bn cnh "Ty chn t gi thu", nhp vo Chnh s .

    5. Nhp gii hn gi thu vo trng c nhn "Gii hn gi thu CPC".

    6. Nhp vo Lu.

    .5.6. t gi thu gi mi chuyn i (CPA)

    t gi thu gi mi chuyn i (CPA) l phng php t gi thu cho php bn cho AdWords

    bit s tin bn mun tr cho mi chuyn i. l m t phn ca tnh nng Trnh ti u ha

    chuyn i AdWords, d on nhng nhp chu t no c kh nng dn n chuyn i v t

    ng t gi thu ca bn c gng mang li cho bn nhiu chuyn i nht c th, gi thu

    gi mi chuyn i m bn ch nh. t gi thu CPA rt tt do n c th t gi thu khc

    nhau theo tng phin u gi mang li cho bn nhiu khch hng c kh nng thc hin

    hnh ng trn trang web ca bn.

    Trong nhiu trng hp, mc tiu ca bn l khch hng nhp vo qung co ca bn v thc

    hin hnh ng trn trang web, d l mua hng hay ng k bn tin. Nhng hnh ng ny

    c gi l chuyn i. Kh ng ging vi t gi thu gi mi nhp chu t, t gi thu CPA tp

    trung vo vic ti a ha chuyn i, thay v nhp chu t. Bn vn tr cho mi nhp chu t, nhng

    AdWords s t ng t gi thu gip bn nhn c nhiu chuyn i hn, tit kim c ng

    sc v thi gian ca bn.

    Loi gi th u CPA

    Bn c th s dng t gi thu CPA bng cch thit lp theo di chuyn i v bt Trnh ti

    u ha chuyn i cho chin dch ca mnh. Khi thit lp Trnh ti u ha chuyn i, bn c

    th chn gia hai loi gi thu CPA:

    Gi th u CPA mc tiu l s tin trung bnh bn mun tr cho m t chuyn i. M t s gi

    thu s cao hn gi thu mc tiu ny v m t s s thp hn, nhng ni chung, gi mi

    chuyn i trung bnh s bng CPA mc tiu m bn t.

    Gi th u CPA ti (gi thu CPA t.a) l s tin nhiu nht m bn s n sng tr cho mi

    chuyn i, chng hn nh m t ln mua hng hoc ng k. Khi bn s dng Trnh ti u

    ha chuyn i, hu ht cc gi thu ca bn s di bt k mc ti a no m bn t.

    Chng t i khuyn bn nn s dng CPA mc tiu do bn s d dng hn trong vic theo di chi

    ph chuyn i trung bnh ca mnh. Ngoi ra, nhng ngi s dng ty chn ny c xu hng

    thy nhiu chuyn i hn.

    https://support.google.com/adwords/answer/6308/?hl=vihttps://support.google.com/adwords/answer/2390684/?hl=vihttps://support.google.com/adwords/answer/2390684/?hl=vi

  • 159

    M o

    Hy tit kim thi gian v c ng sc qun l gi thu ca bn bng cch th t gi thu CPA

    mc tiu lm chin lc gi thu linh hot. Bn s c th p dng ti u ha Gi thu CPA

    mc tiu m t cch chin lc hn cho ton b cc chin dch hoc nhm qung co c th

    m bn chn. Cch s dng chin lc gi thu linh hot.

    Xc nh s tin gi thu CPA ca bn

    Khi bn thit lp Trnh ti u ha chuyn i, chng t i cung cp gi thu c ngh, c

    tnh ton gip bo m vic chuyn sang ch t gi thu mi ca bn c tr i chy. Gi

    thu c ngh da trn hiu sut lch s ca bn, do tt nht bn nn bt u vi gi

    thu c ngh ny, sau theo di hiu sut v iu chnh khi cn thit. Nu bn t s tin

    ngh cho gi thu CPA t.a hoc gi thu CPA mc tiu, bn s thy nhiu chuyn i hn m

    kh ng thy CPA trung bnh hin ti ca mnh thay i nhiu. Nu bn t gi thu thp hn s

    tin ngh, bn c th tr t hn cho mi chuyn i, nhng cng c kh nng nhn c t lu

    lng truy cp vo qung co v t chuyn i hn.

    Sau khi bn s dng Trnh ti u ha chuyn i trong m t thi gian, nu chi ph trung bnh

    ca bn nm trong phm vi c th chp nhn c, bn c th tng gi thu CPA t.a nhn

    c nhiu chuyn i hn. Nu chi ph ca bn cao hn mc mong mun, th bn c th h gi

    thu c th gim CPA trung bnh v s lng chuyn i.

    S tin cui cng bn b tnh ph

    CPA thc t ca bn ty thu c vo cc yu t ngoi tm kim sot ca Google, chng hn nh

    cc thay i cho trang web v qung co ca bn hoc cc yu t bn ngoi, chng hn nh

    cnh tranh tng. Do , c kh nng CPA thc t ca bn c th vt qu Gi thu CPA t.a hoc

    Gi thu CPA mc tiu m bn xc nh. Trnh ti u ha chuyn i s dng d liu chuyn i

    lch s d on kh nng chuyn i ca qung co ca bn. Nu t l chuyn i thc t ca

    bn tr nn thp hn t l chuyn i c d on, th CPA thc t ca bn c th vt qu Gi

    thu CPA t.a hoc Gi thu CPA mc tiu ca bn: Nhng do h thng c thit k iu

    chnh trong m t khong thi gian di, nn kh nng CPA thc t ca bn vt qu gi thu CPA

    ca bn lm gim khong thi gian s dng t gi thu CPA ca bn.

    Cch chnh sa gi th u CPA ca bn

    Bn cung cp gi thu CPA u tin ca mnh khi bt Trnh ti u ha chuyn i cho chin dch.

    Khi bn thit lp trnh ny, bn c th cp nht gi thu CPA ca mnh bt k lc no theo cc

    bc sau:

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tab Nhm qung co.

    http://support.google.com/adwords/answer/2979071/?hl=vihttps://adwords.google.com.vn/

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    4. Tm nhm qung co c cha gi thu CPA t.a hoc gi thu CPA mc tiu m bn mun

    chnh sa. Khi bn t con tr ln cc hng, biu tng bt ch xut hin. Nhp vo Gi

    th u CPA t. hoc Gi th u CPA mc tiu chnh sa.

    5. Nhp s tin bn mun s dng cho gi thu ca mnh.

    6. Chn Lu hon tt.

    Bn cng c th thay i gi thu CPA t.a hoc gi thu CPA mc tiu cho nhiu nhm qung

    co cng m t lc. Lm theo cc hng dn sau:

    1. Trn tab "Nhm qung co", chn h p kim bn cnh c t "Nhm qung co". Hnh ng

    ny s chn tt c cc h p kim cho mi nhm qung co.

    2. Nhp vo trnh n Edit (Chnh sa).

    3. Chn Thay i gi th u.

    4. Chn trng CPA t. hoc CPA mc tiu t trnh n v nhp s tin gi thu bn mun

    s dng cho tt c cc nhm qung co chn.

    5. Nhp vo Thc hin thay i lu.

    4.6. Troubleshooting Tools

    Khc phc qung co b t chi

    Tm qung co ca bn

    Tm cc qung co u tin ca bn

    .6.1. Khc phc qung co b t chi

    Nu bt k qung co no b t chi, rt tic iu c ngha l qung co kh ng th chy vo

    thi im . qung co ca bn bt u v chy, hy tm xem qung co no b t chi v

    sau chnh sa qung co qung co p ng chnh sch qung co ca chng t i.

    Cch khc phc qung co b t chi

    Di y l cch qung co ca bn bt u v chy:

    1. Tm hiu l do ti sao qung co b t chi.

    2. Thc hin thay i cho qung co nu c n.

    3. i qung co c xem xt.

    https://support.google.com/partners/answer/1704381?hl=vi&ref_topic=2795979https://support.google.com/partners/answer/1704363?hl=vi&ref_topic=2795979https://support.google.com/partners/answer/1704360?hl=vi&ref_topic=2795979https://support.google.com/adwordspolicy/https://support.google.com/partners/answer/1704381?hl=vi&ref_topic=2795979#whyhttps://support.google.com/partners/answer/1704381?hl=vi&ref_topic=2795979#changeshttps://support.google.com/partners/answer/1704381?hl=vi&ref_topic=2795979#review

  • 161

    Bc 1: Tm hiu l do ti sao qung co b t chi

    Bn c th tm thy qung co no b t chi v l do t chi bng cch xem c t "Trng thi" trn

    tab Qung co trong ti khon ca mnh. Di chu t qua li thoi mu trng bn cnh "B t

    chi" v nhp vo l do t chi tm hiu thm v chnh sch.

    Mo: Bt c t "Chi tit chnh sch" trong ti khon xem chnh sch chnh xc c cp v

    lin kt n thng tin v cch khc phc qung co ca bn. Xem cch bt c t "Chi tit chnh

    sch".

    Cch xem tt c qung co b t chi cng mt lc

    Nu bn c ti khon ln vi nhiu qung co, bn c th thy hu ch khi s dng cc b lc

    tm tt c qung co b t chi ca mnh.

    1. Truy cp vo tab Qung co trong ti khon ca bn.

    2. Nhp vo B lc xut hin pha trn bng thng k.

    3. Chn To b lc.

    4. Chn Trng thi ph duyt t trnh n th xung u tin.

    5. B du chn khi tt c cc h p kim ngoi tr h p kim B t chi.

    6. Chn h p kim Lu b lc trong trng hp bn c k hoch s dng li b lc ny v

    mun tit kim thi gian.

    7. Nhp vo p dng.

    Bng s t ng cp nht hin th cho bn tt c qung co b t chi ca bn.

    Bc 2: Thc hin cc th y i cho qung co hoc trang web

    C trang web b tm ngng? Nu trang web ca bn b tm ngng do cc vn v chnh sch,

    hy tm hiu cch khc phc trang web trc khi bn gi li qung co ca mnh.

    khc phc qung co b t chi, hy c k chnh sch v sau chnh sa qung co

    qung co tun th chnh sch. Di y l cch chnh sa qung co:

    1. Truy cp vo tab Qung co trong ti khon ca bn.

    2. Di chu t qua qung co m bn cn chnh sa. Nhp vo biu tng bt ch bn cnh

    qung co ca bn v bn s c th chnh sa qung co ngay ti .

    https://adwords.google.com/cm/CampaignMgmt?%23r.ONLINE.create&app=cm#r.ONLINE.create&app=cmhttps://support.google.com/adwords/answer/1704380#policy_columnhttps://support.google.com/adwords/answer/1704380#policy_columnhttps://adwords.google.com/cm/CampaignMgmt?%23r.ONLINE.create&app=cm#r.ONLINE.create&app=cmhttps://support.google.com/adwords/answer/1704383https://adwords.google.com/cm/CampaignMgmt?%23r.ONLINE.create&app=cm#r.ONLINE.create&app=cm

  • 162

    3. Chnh sa qung co qung co tun th tt c cc chnh sch ca chng t i v sau

    nhp vo Lu. m bo rng bn thc s chnh sa qung co ca mnh -- nu bn khng

    thc hin bt k thay i no cho qung co, qung co s kh ng c gi li xem xt.

    4. Qung co ca bn t ng c gi li cho chng t i xem xt.

    Vui lng khng gi qung co xem xt cho n khi bn chc chn rng vi phm

    c khc phc. iu ny quan trng bi v nu qung co, t kha hoc trang web ca

    bn lin tc b t chi do vi phm chnh sch qung co ca chng ti, ti khon AdWords

    ca bn c th b tm ngng, ngha l qung co ca bn s khng cn chy na. Nu bn

    tin chc rng vi phm l li pha chng ti, bn c th lin h vi chng ti. Tuy nhin, lu

    rng nu xem xt ca chng ti xc nhn rng qung co ca bn thc s vi phm chnh

    sch, bn cn phi sa qung co v gi li, lm cho bn phi i lu hn qung co ca

    bn chy.

    Lu rng vic chnh sa qung co ging nh vic xa qung co gc v to qung co mi, v

    vy, bt k thng k no cho qung co s c t li thnh 0.

    Cch gi li ton b chin dch xem xt

    Nu qung co ca bn b t chi v cc vn vi RL ch ca qung co, bn c

    th c ty chn s dng lin kt trong ti khon ca bn gi li tt c cc qung co

    iu kin trong ton b chin dch . V d: nu ban u qung co ca bn b t

    chi do trang ch ca bn tm thi ngng hot ng, bn c th s dng ty chn ny

    gi li chin dch khi trang web ca bn hot ng tr li.

    Lu rng ty chn ny ch c s n cho qung co b t chi v m t s vn nht

    nh lin quan n trang web hoc RL ch ca bn.

    1. Truy cp vo tab Qung co trong ti khon ca bn.

    2. Xem c t "Trng thi" v di chu t qua li thoi mu trng bn cnh "B t chi".

    3. Nhp vo "Gi li chin dch ca ti xem xt". Hy nh rng lin kt ny ch

    xut hin nu qung co ca bn b t chi v m t s vn nht nh lin quan

    n trang web hoc RL ch ca bn.

    4. Thc hin theo hng dn trn mn hnh gi li qung co b t chi iu

    kin trong chin dch .

    Bc 3: i qung co c xem xt

    Khi bn chnh sa v lu qung co, qung co s t ng c gi cho chng t i xem xt.

    C t Trng thi s thay i t "B t chi" thnh " ng xem xt" hoc " iu kin".

    Chng t i xem xt hu ht qung co trong vng 1 ngy lm vic. M t s xem xt c th mt

    thi gian lu hn v m t s qung co yu cu xem xt phc tp hn. Khi chng t i xem xt

    https://support.google.com/adwordspolicy/answer/2375414https://support.google.com/adwords/contact/approvalshttps://adwords.google.com/cm/CampaignMgmt?%23r.ONLINE.create&app=cm#r.ONLINE.create&app=cmhttps://support.google.com/adwords/answer/99486https://support.google.com/adwords/answer/188700

  • 163

    qung co ca bn, trng thi ca qung co s c cp nht trong ti khon ca bn hin

    th trng thi ph duyt hin ti ca qung co. Nu qung co ca bn c trng thi ang xem

    xt hn 1 ngy lm vic ton thi gian, hy kin nhn! Chng t i s xem xt qung co ca bn

    ngay khi c th. Trong trng hp ny, bn cng c th lin h vi chng ti.

    .6.2. Tm qung co ca bn

    Khi bn to qung co vn bn, bn s c th t m mun xem qung co ca mnh s nh

    th no trn kt qu tm kim ca Google. Hoc bn c th ch mun bng chng rng qung

    co thc s ang chy. Hai cch tt nht thc hin iu ny l bng cch s dng c ng c

    Xem trc v chn on qung co, m bo rng qung co ca bn c bt v kim tra

    thng k ti khon ca bn.

    M o

    Nu bn va to hoc thay i qung co, hy nh Google cn xem xt v chp thun qung

    co ca bntrc khi qung co c th chy trn Mng hin th, trang web i tc tm kim v

    i khi c trn Google. Bn c th xem liu qung co ca mnh c ang c xem xt hay

    khng bng cch xem c t "Trng thi" trn tabQung co trong ti khon ca bn.

    Kim tra qung co ca bn m khng nh hng n hiu sut ca qung co

    Chng t i bit iu tht cm d, nhng tt nht nn kim ch s th i thc tm kim qung

    co ca chnh bn trn Google.com.vn. Di y l l do:

    Bng cch thc hin cc tm kim kch hot qung co ca bn, bn s tng s l n hin

    th m khng cn nhp chu t, c th lm gim t l nhp ca bn v ngn qung co xut

    hin vi tn sut nh bnh thng.

    Nu bn lin tc tm kim qung co ca chnh mnh bng cch s dng tm kim ca

    Google nhng kh ng bao gi nhp vo qung co , bn c th hon ton khng cn nhn

    thy qung co na. l v h thng ca Google ngng hin th cho bn qung co m h

    thng cho rng bn kh ng quan tm n.

    Cch tt nht kim tra qung co ca bn

    Ty chn 1: S dng cng c Xem trc v chn on qung co

    Xem ni qung co ca bn xut hin trong kt qu tm kim cho m t truy vn tm kim c

    th. y l cch n gin kim tra cch qung co ca bn xut hin theo ng cnh v

    cng c ny cung cp kt qu chnh xc nh tm kim ca Google m kh ng tch ly bt k

    ln hin th no. Ch cn truy cp vo http://www.google.com/AdPreview hoc nhp

    vo Xem trc v chn on qung co trong tab Cng c v phn tch u ti khon

    https://support.google.com/adwords/answer/1704380#definitionshttps://support.google.com/adwords/contact/approval_requesthttps://support.google.com/adwords/answer/1722120/?hl=vihttps://support.google.com/adwords/answer/1722120/?hl=vihttps://support.google.com/adwords/answer/6320/?hl=vihttps://support.google.com/adwords/answer/6320/?hl=vihttp://www.google.com/adpreview

  • 164

    AdWords ca bn. Sau khi chn ty chn thch hp trn cng, bn c th xem chnh xc

    qung co no ang c kch hot bi cm t tm kim m bn nhp bt k v tr no.

    M o

    Nu bn nhm mc tiu qung co ca mnh n m t s ng n ng, v tr hoc thit b nht

    nh, hy m bo ch r th ng tin ny khi s dng c ng c. V d: nu bn nhm mc tiu

    qung co ca mnh ch xut hin cho khch hng Los Angeles, bn cn phi nhp Los

    Angeles trong h p "V tr".

    Ty chn 2: m bo qung co ca bn c bt

    Nhp vo tab Qung co ca bn v tm vng trn mu xanh l cy bn cnh qung co.

    Qung co b tm dng s c du "b tm dng" bn cnh chng. Bn c th thay i qung

    co t trng thi B tm dng sang c bt bng cch nhp vo du b tm dng v

    chn vng trn mu xanh l cy t trnh n th xung.

    Ty chn 3: Kim tra thng k ti khon ca bn

    Xem liu qung co ca bn c ang nhn c lu lng truy cp t khch hng hay

    kh ng. ng nhp vo ti khon AdWords ca bn v nhp vo tab Chin dch. Trn mi

    tab, bn s thy thng k hin th thng tin chi tit v s l n nhp chut, s l n hin

    th, t l nhp (CTR) v nhiu thng tin khc. Bn c th s dng th ng tin ny m bo

    qung co ca bn thc s ang chy v nhn lu lng truy cp.

    Ty chn 4: Truy cp vo tab T kha

    m bo rng t kha ca bn hin kch hot qung co. Nhp vo biu tng bong bng

    thoi trong c t "Trng thi" nhn thng tin v vic liu t kha c ang kch hot

    qung co ca bn xut hin hay khng.

    .6.3. Tm cc qung co u tin ca bn

    Sau khi bn to cc qung co ca mnh, iu quan trng l phi m bo cc qung co ny

    thc s xut hin cho khch hng. Bn c th s dng c ng c Xem trc v chn on qung

    co v kim tra thng k ti khon ca bn tm hiu xem cc qung co ca bn bt u

    v chy hay cha.

    Ty chn 1: S dng cng c Xem trc v chn on qung co xem chnh xc cc

    qung co vn bn ca bn tr ng nh th no trn kt qu tm kim ca Google. Ch cn

    truy cp vo http://www.google.com.vn/AdPreviewv chn ty chn thch hp trn cng

    xem chnh xc qung co c kch hot bi cc thut ng tm kim bn nhp vo bt k

    v tr no. Bn s nhn c nhiu thng tin chn on c th hn nu bn ng nhp vo

    ti khon AdWords ca mnh trc tin, nhng bn vn c th s dng cng c ny m

    khng cn ng nhp.

    https://support.google.com/adwords/answer/31799/?hl=vihttps://support.google.com/adwords/answer/6320/?hl=vihttps://support.google.com/adwords/answer/6320/?hl=vihttps://support.google.com/adwords/answer/2615875/?hl=vihttp://www.google.com.vn/adpreview

  • 165

    Ti sao li s dng cng c Xem trc v chn on qung co thay v tm kim qung co

    ca chnh bn trn Google.com.vn?

    Bng cch thc hin cc tm kim kch hot qung co ca bn, bn s tch ly s l n hin

    th m kh ng cn nhp chu t, c th lm gim t l nhp ca bn v khin cho qung co

    kh ng xut hin thng xuyn theo ng kh nng. Ngoi ra, nu bn lin tc tm kim

    qung co ca chnh mnh bng cch s dng tm kim ca Google nhng kh ng bao gi

    nhp vo qung co , bn c th hon ton kh ng cn nhn thy qung co na. l v

    h thng ca Google ngng hin th cho bn qung co m h thng cho rng bn kh ng

    quan tm n.

    Ty chn 2: m bo qung co ca bn c bt

    ng nhp vo ti khon AdWords ca bn, nhp vo tab Qung co v tm vng trn mu

    xanh l cy bn cnh qung co. Qung co b tm dng s c du "b tm dng" bn cnh

    chng. Bn c th thay i qung co t trng thi B tm dng sang c bt bng

    cch nhp vo du b tm dng v chn vng trn mu xanh l cy t trnh n th xung.

    Ty chn 3: Kim tra thng k ti khon c bn xem liu qung co ca bn c ang

    nhn c lu lng truy cp t khch hng hay kh ng. ng nhp vo ti khon AdWords

    ca bn v nhp vo tab Chin dch. Trn mi tab, bn s thy thng k hin th th ng tin

    chi tit v s ln nhp chu t, s ln hin th, t l nhp v nhiu th ng tin khc. Tuy nhin,

    hy nh bo co AdWords kh ng phi theo thi gian thc. iu ny c ngha l bn kh ng

    th thy s ln nhp chu t v s ln hin th bn nhn c trong ba gi qua.

    Ty chn 4: Truy cp vo tab T kha

    m bo rng t kha ca bn hin ang kch hot qung co. Nhp vo biu tng bong

    bng thoi trong c t "Trng thi" nhn thng tin v vic liu t kha hin c kch

    hot qung co ca bn xut hin hay khng.

    Ty chn 5: G ri

    S dng trnh g ri ca chng ti tm kim cc l do khc khin bn khng th thy

    qung co ca mnh.

    M o

    Vic qung co ca bn s kh ng hin th mi lc l iu bnh thng. Chng t i thng dn

    tri s lt xem qung co ca bn trong sut c ngy. Khi bn bt u t n ngn sch

    hng ngy, chng t i s lm chm hoc dng phn pht qung co ca bn. Nu bn mun

    qung co hin th thng xuyn hn, hy xem xt tng ngn sch ca mnh. Tm hiu thm

    v t ngn sch cho chin dch ca bn.

    Hy cn nhc nhiu hn khi bn th tm kim qung co ca mnh

    C nhiu yu t s xc nh thi gian v v tr qung co ca bn s xut hin. Di y l m t s

    yu t chnh:

    hm mc tiu: Qung co ca bn thng s ch hin th cho nhng ngi bn nhm mc

    tiu, thng l nhng ngi tm kim t kha ca bn bng ng n ng v v tr bn chn.

    Nu bn ang th tm kim qung co ca mnh, bn c th kh ng thy qung co nu ci

    https://support.google.com/partners/answer/answer.py?answer=6320https://support.google.com/partners/answer/answer.py?answer=6320https://support.google.com/partners/answer/answer.py?answer=2615875https://support.google.com/adwords/troubleshooter/1711301https://support.google.com/partners/answer/answer.py?answer=99474

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    t ca bn khc so vi nhng g bn ang nhm mc tiu. V d: nu bn ang tm kim t my

    tnh ti San Francisco nhng qung co ca bn nhm mc tiu Los Angeles, qung co ca bn

    s kh ng xut hin trong tm kim ca bn. Tuy nhin, bng cch s dng c ng c Xem trc v

    chn on qung co, bn c th chn bt k ci t nhm mc tiu theo v tr no xem trc

    thnh c ng qung co ca bn.

    Xem xt ph duyt ung co: Trong khi m t s qung co c th chy trn cc trang Mng

    tm kim ca Google trc khi c xem xt xem qung co c tun th chnh sch qung

    co ca chng t i hay kh ng, th cc qung co khc li hon ton kh ng th chy cho n khi

    qung co c xem xt. Nu qung co ca bn c ph duyt, qung co s bt u chy v

    bn s thy s ln hin th trong thng k ti khon ca mnh. Bn c th kim tra trng thi ph

    duyt ca tng qung co bng cch xem c t rng thi trn tab Qung co trong ti khon

    AdWords ca bn.

    V tr ung co: Nu xp hng qung co ca bn kh ng cao, th qung co c th kh ng

    xut hin trn trang u tin trong kt qu tm kim ca Google. Xp hng qung co ca bn

    c xc nh bi cht lng ca qung co (im cht lng) v gi thu gi ti a mi nhp

    chu t bn t. Google kh ng hin th cc qung co ging nhau trn mi trang nn qung

    co ca bn c th xut hin trn trang th hai, th ba hoc trang tip theo. Tm hiu thm v

    cch xc nh v tr qung co.

    4.7. AdWords Editor

    AdWords Editor

    AdWords Editor Functions: Add, Edit and Delete

    AdWords Editor Functions: View and Sort Information

    AdWords Editor Functions: Share and Post Changes

    Thc tin tt nht

    iu hng adwords editor

    Ci t AdWords Editor

    Ti xung ti khon hoc chin dch

    4.7.1. AdWords Editor

    AdWords Editor l m t ng dng trn my tnh bn min ph, c th ti xung qun l

    chin dch qung co AdWords ca bn. Bn c th s dng AdWords Editor ti xung th ng

    https://support.google.com/adwordspolicy/bin/answer.py?hl=vi&answer=1316548https://support.google.com/adwordspolicy/bin/answer.py?hl=vi&answer=1316548https://support.google.com/partners/answer/answer.py?answer=140351https://support.google.com/partners/answer/answer.py?answer=6111https://support.google.com/partners/answer/2375449?hl=vi&ref_topic=2795912https://support.google.com/partners/topic/2796030?hl=vi&ref_topic=2795912https://support.google.com/partners/topic/2796164?hl=vi&ref_topic=2795912https://support.google.com/partners/topic/2796165?hl=vi&ref_topic=2795912https://support.google.com/partners/answer/152373?hl=vi&ref_topic=2795912https://support.google.com/partners/answer/152348?hl=vi&ref_topic=2795912https://support.google.com/partners/answer/157500?hl=vi&ref_topic=2795912https://support.google.com/partners/answer/157501?hl=vi&ref_topic=2795912

  • 167

    tin ti khon ca mnh, chnh sa chin dch ngoi tuyn v sau ti cc thay i ca bn ln

    AdWords.

    AdWords Editor cho php bn thc hin cc thay i cho ti khon ca mnh m t cch nhanh

    chng v thun tin, cho d bn ang chnh sa m t t kha hay ang thm hng trm qung

    co vn bn. Vi AdWords Editor, bn s c th:

    Thm, chnh sa v xa hng lot cc chin dch, nhm qung co, qung co, t kha v v

    tr.

    Qun l nhiu ti khon hoc ti khon Trung tm khch hng.

    Thc hin cc tm kim v chnh sa nng cao.

    Xut d liu ti khon v nhp thay i qua tp CSV hoc Excel.

    Lm vic ngoi tuyn trn MAC hoc My tnh ca bn -- sau ti ln cc thay i khi bn

    trc tuyn.

    Tt c nh qung co Google AdWords u c th s dng AdWords Editor. AdWords Editor c

    bit hu ch nu bn mun thc hin thay i cho cc danh sch t kha hoc qung co di

    hay nu bn qun l nhiu ti khon. AdWords Editor c th gip bn tit kim thi gian v gip

    thc hin hng lot cc thay i d dng hn -- v d: nu bn mun tm kim cc mc trn ton

    b ti khon ca mnh, thc hin nhanh chng nhiu thay i hoc xut v chia s cc thay i

    c xut ca bn trc khi bn ti chng ln.

    Khi s dng AdWords Editor, bn vn c th ng nhp v thc hin cc thay i cho ti khon

    AdWords ca mnh bt k lc no ti http://adwords.google.com.vn

    4.7.2. Chc nng AdWords Editor: Thm, Chnh sa v Xa

    Thm cc mc ring l

    Bn c th thm chin dch, nhm qung co, qung co, t kha hoc v tr ring l theo nhiu

    cch. Hai cch n gin nht l:

    Chuyn n trnh n D liu v chn loi b sung bn mun thc hin. V d: thm t

    kha vo Chin dch s 1, chuyn n trnh n D liu > Thm t kha mi.

    Nhp vo nt Thm trn tab thch hp. V d: thm nhm qung co vo Chin dch s

    2, chn Chin dch s 2 trong ch xem dng cy. Tip theo, chuyn n tab Nhm

    qung co v nhp vo Thm nhm qung co.

    Khi bn thm mc mi vo ti khon, du c ng (+) xut hin bn cnh mc .

    http://adwords.google.com.vn/

  • 168

    Nu bn mun to phin bn d tho cc phn b sung, kh ng cn ng nhng phn , bn c

    th to chin dch d tho. Chin dch d tho kh ng c ng ln ti khon cho n khi bn

    thay i trng thi chin dch sang "Hot ng". to chin dch d tho, chuyn n trnh

    n D liu> Chin dch > Thm chin dch CPC d tho hoc Thm chin dch CPM d

    tho.

    Thm nhiu mc

    C ng c thm nhiu mc cho php bn thm s lng ln t kha, v tr, qung co hoc nhm

    qung co cng m t lc. Nhng c ng c ny c s n t trnh n D liu hoc trn thanh c ng c

    tab. Ch cn nhp hoc dn danh sch mc vo c ng c thm chng vo nhng v tr bn ch

    nh.

    V d: c ng c Thm nhiu t kha cho php bn thm t kha vo m t nhm qung co, vo

    tt c cc chin dch v nhm qung co hoc ch vo nhm qung co bn ch nh. Sau khi bn

    nhp hoc dn th ng tin t kha ca mnh, hy nhp vo Tip theo xem li t kha v Hon

    tt p dng thay i.

    C ng c Thm nhiu hot ng rt ging vi cch c ng c Thm/Cp nht nhiu t kha hot

    ng. Bn c th tm hng dn chi tit cho tng c ng c trong Trung tm tr gip AdWords

    Editor.

    Chnh sa mc ring l

    thc hin m t thay i chng hn nh cp nht ngn sch chin dch hoc chnh sa gi thu

    t kha, hy thc hin theo cc bc c bn sau:

    1. Chn ng cnh ph hp trong ch xem dng cy. y c th l tn ti khon ca bn

    hoc chin dch c th hay nhm qung co cha mc bn mun chnh sa.

    2. Nhp vo tab c lin quan trn ch xem d liu.

    3. Chn mc bn mun chnh sa trong ch xem d liu.

    4. Thc hin nhng thay i trong bng chnh sa hoc trc tip trong ch xem d liu.

    V d: chnh sa RL ch ca t kha trong Nhm qung co s 1, chn nhm qung co

    trong ch xem dng cy, sau nhp vo tab T kha. Chn t kha bn mun chnh sa,

    sau nhp RL ch mi vo hng t kha.

    Bn c th hon nguyn bt k thay i no trong AdWords Editor m kh ng c ng. Chn

    m t hoc nhiu mc trong ch xem d liu v nhp vo Hon nguyn cc thay i chn.

    Lu rng vic hon nguyn cc thay i s xa bt k thay i no cha c ng, kh ng ch

    thay i cui cng. V d: gi s bn thm m t nhm qung co mi, sau thm t kha v

    qung co vo nhm qung co . Nu bn chn nhm qung co v nhp vo Hon nguyn

    cc thay i chn, nhm qung co v tt c cc qung co v t kha mi s u b xa.

    http://www.google.com/support/adwordseditorhttp://www.google.com/support/adwordseditor

  • 169

    Chnh sa nhiu mc

    chnh sa nhiu mc cng m t lc, bn c th nhp danh sch thay i vo c ng

    c Thm/Cp nht nhiu hoc bn c th chn mc v chnh sa trc tip mc .

    Thm/Cp nht nhiu cng c

    Nhng c ng c ny l tng cho vic to danh sch di cc thay i c th cho gi thu CPC hoc

    gi thu CPM, RL ch hoc ci t nhm qung co. s dng c ng c Thm/Cp nht nhiu

    (c s n cho t kha, v tr, qung co v nhm qung co), chuyn n trnh n D liu v chn

    c ng c bn mun s dng. Sau nhp danh sch thay i ca bn.

    Chn v chnh sa mc c th

    chn nhiu mc, gi phm Control hoc Command v nhp vo mc bn mun chnh

    sa.

    chn danh sch mc lin tip, chn mc u tin, sau gi phm Shift v chn mc

    cui cng trong danh sch.

    chn tt c cc mc trong ch xem d liu, chuyn n Chnh sa trnh n > Chn

    tt c.

    Khi bn chn mc chnh sa, bn c th chnh sa cc mc bng hai cch:

    Nhp thay i ca bn vo bng chnh sa bn di ch xem d liu. Bt k thay i

    no c thc hin cho trng nht nh s p dng cho tt c cc mc chn.

    S dng cng c Thay i URL nng cao hoc cng c Thay i gi thu nng cao. (Xem

    phn tip theo, c tiu "Cng c chnh sa nng cao").

    Chnh sa nng cao

    C ng c Thay i gi th u nng cao v Thay i URL nng cao cho php bn thay i s lng

    ln gi thu CPC, gi thu CPM v RL ch nhanh chng.

    s dng m t trong nhng c ng c ny, chn mc trong ch xem d liu m bn mun

    chnh sa, sau nhp voThay i gi th u nng cao hoc Thay i URL nng cao cui

    bng chnh sa. Trong c ng c, bn c cc ty chn sau.

    Thay i gi thu nng cao:

    Tng hoc gim gi thu ca bn theo phn trm.

    Xa gi thu cp t kha hoc cp v tr chng s dng gi thu mc nh cp nhm

    qung co

    Km bt k thay i no gi thu khng gim xung di hoc vt qu gi tr nht nh.

    Thay i RL nng cao:

    t URL c th cho tt c cc t kha, v tr hoc qung co chn.

    Ni vn bn vo tng URL.

  • 170

    Xa thng s URL c th.

    Tm v thay th

    Tnh nng Thay th vn bn cho php bn tm v thay th vn bn trong t kha, v tr, qung

    co v RL ch. Ch cn chn mc bn mun tm kim, sau chuyn n trnh n Chnh sa

    > Thay th vn bn trong mc chn. Ngi dng nng cao cng c th mun s dng t

    c ng thc chn tn chin dch hoc nhm qung co vo mc chn.Tm hiu thm v t

    cng thc.

    Bn c th cng mun s dng c ng c Ni vn bn thm vn bn trc hoc sau vn bn

    hin ti trong c t nht nh cho tt c cc hng chn. V d: bn c th s dng c ng c ny

    thm t "mi" u t kha hoc dng tiu qung co chn hoc thm " t hng

    ngay" cui dng m t qung co vn bn. s dng c ng c ny, chn hng bn mun

    chnh sa, sau chuyn n trnh n Chnh sa > Ni vn bn vo mc chn.

    Xa mc

    Cng ging nh vic thm v chnh sa, bn c th xa cc mc ring l hoc xa nhiu mc

    cng m t lc.

    thc hin xa ring l, chn mc xa trong ch xem d liu. i vi t kha, qung co

    hoc t kha hay trang web ph nh, nhp vo nt Xa trong thanh c ng c tab. i vi chin

    dch hoc nhm qung co, thay i trng thi sang xa trong bng chnh sa. Du tr (-) s

    xut hin bn cnh mc c xa trong ch xem d liu.

    xa danh sch t kha, v tr, t kha ph nh hoc qung co vn bn khi cc v tr khc

    nhau, s dng c ng c Xa nhiu thch hp. Nhng c ng c ny c s n qua trnh n D

    liu hoc trong thanh c ng c tab.

    tm v xa danh sch mc p ng tiu ch c th (chng hn nh t kha hoc qung co

    vn bn hot ng km cha m t t nht nh), s dng tm kim nng cao. Bn s tm hiu

    thm v tm kim nng cao trong bi hc ny sau.

    Sao chp hoc ct v dn

    Bn c th sao chp hoc di chuyn cc mc trong ti khon hoc gia hai ti khon khc nhau.

    Sao chp hoc di chuyn c bn

    1. Trong ch xem d liu, chn hng bn mun sao chp hoc ct.

    2. Chuyn n trnh n Chnh sa > Sao chp hoc Ct.

    3. Trong ch xem dng cy, chn nhm qung co hoc chin dch ch mi. Nu bn ang

    di chuyn g sang ti khon khc, chuyn n trnh n Tp > M ti khon, sau

    chn v tr mi trong ch xem dng cy.

    4. Chuyn n trnh n Chnh sa > Dn.

    http://www.google.com/support/adwordseditor/bin/answer.py?hl=vi&answer=94246http://www.google.com/support/adwordseditor/bin/answer.py?hl=vi&answer=94246

  • 171

    Ko v th

    di chuyn nhanh mc no , chn mc trong ch xem d liu v ko n v tr mi

    trong ch xem dng cy. sao chp mc, gi phm Control (Ctrl).

    V d: di chuyn qung co vn bn sang nhm qung co mi, chn qung co trong ch

    xem dng cy ca tab Qung co vn bn, sau ko la chn ca bn n nhm qung co

    ch trong ch xem dng cy. Nhm qung co gc s hin th nhng qung co l xa

    v nhm qung co mi s hin th nhng qung co l c thm.

    sao chp hoc di chuyn cc nhm qung co, bn c th ko v th chng trong ch xem

    dng cy.

    Sao chp ty chn

    Ch sao chp vn bn t kha hoc URL v tr.

    Ch sao chp nhm mc tiu chin dch.

    Sao chp chin dch hoc nhm qung co "rng" cho php bn sao chp chin dch hoc

    nhm qung co khng c mc no bn trong, sau dn chin dch hoc nhm qung

    co trng lp vo v tr mi.

    Tt c cc ty chn ny c s n t trnh n Chnh sa > Sao chp c bit.

    Dn vo nhiu v tr

    dn qung co, t kha hoc v tr vo nhiu nhm qung co, hy chn nhm qung co

    ch trong ch xem d liu ca tab Nhm qung co. Tip theo, hy chuyn n trnh n

    Chnh sa > Dn c bit > Dn vo nhm qung co chn. dn t kha hoc trang

    web ph nh ca chin dch vo nhiu chin dch, hy chn chin dch ch trong ch xem d

    liu ca tab Chin dch. Tin theo, hy chuyn n trnh n Chnh sa > Dn c bit > Dn

    t kha ph nh vo chin dch chn.

    C i t chi ph v ngn sch

    Bn c th thc hin cc thay i sau vi ci t chi ph v ngn sch trong AdWords Editor:

    Thay i ngn sch chin dch ca bn.

    Thay i gi thu mc nh ca nhm qung co.

    Thay i gi thu cho t kha hoc v tr ring l.

    Kh ng th thay i ty chn t gi thu chin dch (chng hn nh bt Trnh ti u ha chuyn

    i hoc chuyn t t gi thu t ng sang t gi thu th c ng). Cng kh ng th thay i ty

    chn thanh ton cp ti khon ca bn. thc hin nhng thay i ny, vui lng ng nhp

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

    https://adwords.google.com.vn/select/

  • 172

    Nhn cc th y i g n y

    Sau khi bn ti xung ti khon cho AdWords Editor, n i dung chin dch c lu tr trong my

    tnh ca bn. Trc khi bn bt u phin chnh sa ti khon ti xung trc , bn nn

    m bo mnh ang lm vic vi phin bn th ng tin chin dch gn y nht.

    ti xung v xem xt bt k thay i gn y no c thc hin k t ln ti xung trc,

    nhp vo Nhn cc thay i g n y trong thanh c ng c. Chn ty chn c bn (nhanh hn)

    hoc nhiu d liu (chm hn). Ty chn "nhiu d liu" bao gm c tnh gi thu u trang,

    c tnh gi thu trang u tin, im cht lng v th ng tin ph duyt.

    Hy th ngay by gi: ng b ha ti khon

    Khi c m t s ngi thc hin thay i vi ti khon, iu quan trng l bn phi lu n lm

    vic trn cc phin bn ti khon gn y nht.

    Thc hin theo cc hng dn sau tm hiu cch ti xung v xem xt cc thay i ti

    khon gn y.

    1. M Adwords Editor.

    2. Chn ti khon m.

    3. Nhp vo Nhn cc thay i g n y (C bn).

    4. Nhp vo Tt c chin dch.

    Cu hi cn xem xt:

    1. Ti sao vic nhn cc thay i gn y trc khi lm vic trn ti khon li quan trng?

    2. C hai ty chn khc khi bn nhp vo Nhn cc thay i g n y (C bn). M t s l do

    ti sao bn c th mun cp nht cc chin dch c la chn hoc cp nht cc chin

    dch bn va ti xung l g?

    .7.3. Chc nng AdWords Editor: Xem v sp xp th ng tin

    Biu tng v mu sc

    Di y l m t s biu tng, mu sc v hnh nh khc bn s thy trong AdWords Editor:

    Du c ng (+): mc thm

    Delta (): mc chnh sa

    Du tr (-): mc xa

  • 173

    Vng trn mu : li s ngn vic ng (chng hn nh vi phm chnh sch qung co

    tim nng hoc vn v cu trc, nh ngn sch hng ngy cho chin dch bng khng)

    Vng trn mu vng: cnh bo

    Vng trn mu xanh l cy: mc vt qua kim tra ca AdWords Editor nhng cha

    c ng

    Biu tng inh ghim: mc c nhn xt ( xem cc mc c nhn xt, hy chuyn n trnh

    n Xem > Mc c nhn xt)

    In m: thay i cha ng

    Mu xm: chin dch hay nhm qung co b tm dng hoc xa

    ng gch ngang: mc xa

    Xem hoc n cc mc x

    Bn c th t ty chn xem hoc n cc mc xa trong ti khon ca mnh. thay i

    ty chn ca bn, hy chuyn n Trnh n cng c > Ci t. Chn hoc b chn h p thch

    hp trong n tt c cc mc xo v kt thc. xem n i dung ca chin dch v nhm

    qung co xa hoc kt thc, hy chn h p bn cnh Ti xung cc chin dch v nhm

    qung co xa v kt thc. Ln tip theo bn ti xung ti khon ca mnh hoc nhp

    voNhn cc thay i g n y, cc mc xa s xut hin trong AdWords Editor.

    Hin th thng k hiu sut

    ti xung v xem thng k hiu sut nh th ng tin v t l nhp, chi ph, v tr v chuyn i,

    hy chn phm vi ngy bng nt Xem thng k trong thanh c ng c. C th mt vi pht ti

    xung th ng tin.

    Khi ti xung hon tt, hy nhp qua cc tab xem thng k hiu sut cho tng cp ti

    khon ca bn. Bn c th kim sot c t no c hin th vi c ng c chn c t, nm gc trn

    cng bn phi ch xem d liu.

    Thng k m bn ti xung s duy tr trong AdWords Editor cho n khi bn chn khong thi

    gian thng k mi hoc ti xung ti khon ca mnh m t ln na. Bn s nhn c cnh bo

    trc khi thng k ti xung trc ca bn b xa.

    Tm kim v ch xem ty chnh

    AdWords Editor cung cp nhiu cch bn tm kim v lc th ng tin trong nhm qung co v

    chin dch ca bn:

    S dng h p Tm kim bn trn ch xem d liu thc hin tm kim t hoc s n

    gin trong ti khon ca bn hay chin dch hoc nhm qung co c th.

    S dng trnh n Xem lc thng tin xut hin trn tng tab.

  • 174

    Nhp vo Tm kim nng cao thc hin tm kim chi tit hn cho cc mc p ng tiu

    ch c th chng hn nh thng k hiu sut hoc loi i snh t kha. Khi bn s dng

    tm kim nng cao, kt qu c gi l ch xem ty chnh.

    V d: s dng tm kim nng cao tm tt c cc t kha hot ng km:

    1. Trong thanh cng c, hy s dng trnh n Xem thng k ti xung cc thng k ti

    khon gn y.

    2. Trong ch xem dng cy, hy chn tn ti khon.

    3. Nhp vo Tm kim nng cao bn cnh h p tm kim.

    4. Trong phn Thng k hiu sut, hy s dng trnh n th xung chn s liu c th. V

    d: tm tt c t kha c t l nhp nh hn 0,5%, hy chn "CTR" t trnh n th xung

    u tin v "nh hn" t trnh n th xung th hai. Sau nhp "0,5" vo h p vn bn.

    5. Nu bn ngh mnh mun thc hin tm kim tng t ny sau , hy chn h p bn cnh

    "Lu tm kim ny s dng li" v nhp tn cho tm kim ca bn.

    6. Nhp vo Tm kim.

    7. xem t kha i snh vi tm kim ca bn, hy chn ti khon hoc chin dch c th

    trong ch xem dng cy, sau chn tab T kha.

    xem li ton b danh sch t kha, hy chuyn n trnh n Xem > Tt c. Bn c th tr

    li ch xem ty chnh gn y nht ca mnh bt c lc no bng cch chuyn n trnh

    n Xem v chn Ch xem ty chnh ch c t tn g n y nht hoc tm kim vic

    la chn ca bn c t tn trong Ch xem ty chnh lu.

    Sp xp ch xem d liu

    sp xp hng trong ch xem d liu, hy nhp vo tiu c t. V d: sp xp theo gi

    thu gi mi nhp chu t (CPC) ti a, hy nhp vo tiu c t CPC ti . o th t hng,

    hy nhp li vo tiu c t. tr li cc hng v th t ban u ca n, hy nhp vo ln th

    ba.

    sp xp theo nhiu c t cng m t lc, hy chuyn n D liu > Sp xp. Chn ti a ba c t,

    sau nhp vo OK. Cc c t c s n sp xp ch l cc c t bn hin th trong ch xem

    d liu. V d: nu bn cha ti xung thng k hiu sut, bn s kh ng th sp xp theo c t

    thng k hiu sut, chng hn nh s nhp chu t v s ln hin th.

    Khi bn sp xp theo nhiu c t, cc s xut hin trong tiu c t cho bit c t no bn s

    dng sp xp. Nu bn nhp vo bt k tiu c t no khc, bn s hon tc sp xp nhiu

    c t.

    Thm v xem nhn xt

    Bn c th thm nhn xt cho bt k mc no trong AdWords Editor. Cc nhn xt c th l nhc

    nh c nhn hu ch hoc nhng nhc nh ny c th gii thch thay i ca bn khi bn chia s

    cc thay i vi ngi dng AdWords Editor khc.

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    thm nhn xt cho m t mc, hy chn mc trong ch xem d liu v nhp vo Thm

    nhn xt cui tab. Nhp nhn xt ca bn vo trong h p vn bn. (Nu bn mun c ng tc vi

    nhng ngi khc, bn c th mun bao gm tn h vit tt ca mnh phn bit nhn xt ca

    bn vi nhng ngi khc).

    Biu tng inh ghim mu xut hin bn tri mc c nhn xt trong ch xem d liu.

    xem tt c nhn xt, hy chuyn n trnh n Xem > Mc c nhn xt.

    Tm t kha trng lp

    S dng c ng c Tm t kha trng lp xc nh t kha b lp li trong ti khon ca bn.

    truy cp c ng c ny, hy chuyn n trnh n Cng c >Tm t kha trng lp.

    T kha trng lp s xut hin trong danh sch trn tab T kha, ti bn c th chnh sa

    hoc xa t kha trng lp nu cn. Sau , chn t kha trng lp c th m t cch nhanh

    chng, hy nhp vo nt Chn cc t kha trng lp theo trn thanh c ng c tab. Chn m t

    trong cc ty chn trnh n, chng hn nh CTR > Thp nht v cc t kha p ng tiu ch

    chn s c chn. Sau , bn c th chnh sa hoc xa cc t kha nu cn.

    Cng c t kho

    AdWords Editor bao gm nhiu c ng c ly tng t kha v t chc t kha trong ti

    khon. Nhng c ng c ny c s n trong trnh n Cng c.

    C ng c nhm t kha: Cng c nhm t kha chia nh danh sch t kha thnh cc nhm

    cm t c lin quan v cho php bn to nhm qung co mi vi cc t kha c lin quan .

    T kha ca bn s c t ng sao chp vo nhm qung co mi v b xa khi v tr ban u

    ca chng.

    C ng c to t kho: C ng c ny bao gm nhiu tnh nng tm cc t kha mi cho ti khon

    ca bn v thm cc t kha mi ny trc tip vo nhm qung co mi hoc nhm qung co

    hin ti. Cc tnh nng ca C ng c to t kho bao gm:

    M rng t kho: To tng t kha da trn t hoc cm t miu t. V d: hy nhp

    cm t "c ph cho ngi snh iu" xem cc cm t c lin quan khc cng vi khi

    lng tm kim c tnh v cnh tranh cho mi t kha.

    T kho da trn tm kim: Tm t kha mi c lin quan n trang web ca bn. Da

    trn URL trang web ca bn, tnh nng ny to danh sch cc truy vn ngi dng c lin

    quan xy ra trn cc thu c tnh tm kim ca Google vi m t s tn sut trong nm qua.

    Cc xut t kha s khng trng lp vi bt k t kha hin ti no trong chin dch ca

    bn.

    Ghp t kho: Kt hp danh sch cc cm t to danh sch t kha mi. V d: danh

    sch u tin ca bn cha cc tnh t, nh "r" v "gim gi". Danh sch th hai cha cc

    sn phm hoc dch v, nh "khch sn" v "nh ngh". Sau , c ng c ny s hin th kt

    hp cc t kha , v vy bn c th chn cc kt hp ph hp cho ti khon ca mnh. T

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    kha c lu lng truy cp tm kim thp s t ng b loi tr khi danh sch c kt

    hp.

    .7. . Chc nng AdWords Editor: Chia s v ng thay i

    Xut v nhp thng tin ti khon

    Bn c th xut nh chp nhanh ti khon, chin dch hoc nhm qung co bt k lc no

    xem xt hoc chia s vi cc ng nghip. AdWords Editor cung cp cc nh dng xut sau

    trong trnh n Tp.

    Xut bng tnh (CSV): To tp gi tr c phn tch bng du phy (CSV) m bn c th

    xem hoc chnh sa trong chng trnh bng tnh.

    Xut bng tnh vi hnh nh (ZIP): Vi ty chn ny, tp CSV c nn thnh tp ZIP vi

    bt k hnh nh no bn c trong ti khon.

    Xut tm tt (HTML): Xem tm tt r rng ti khon ca bn vi cc t kha, v tr v

    qung co cng nhau.

    Xut sao lu (AEA): To sao lu m bn c th nhp sau khi phc ti khon ca bn

    v trng thi hin ti. Ty chn xut ny l ty chn xut duy nht bao gm cc chin dch

    d tho. Sao lu nh dng Lu tr AdWords Editor (AEA).

    Xut cc thay i chia s (AES): Chia s thay i ca bn vi ngi dng AdWords

    Editor. C th h s nhp cc thay i ca bn vo AdWords Editor, xem xt cc thay i v

    thm nhn xt. Chia s tp nh dng Chia s AdWords Editor (AES).

    Bn cng c th nhp nhiu loi tp vo AdWords Editor. Tt c cc ty chn c s n trong trnh

    n Tp.

    Nhp sao lu (AEA): Khi bn nhp tp sao lu, bn s khi phc ti khon v trng thi m

    lc tp sao lu c to. C hai loi tp sao lu:

    o Sao lu th cng: Nhng sao lu ny c to khi bn chn ty chn Tp > Xut sao lu.

    o Sao lu t ng: AdWords Editor t ng to tp AEA sao lu trong khi phin bn nng cp

    v khi bn chy "Ly ton b ti khon". Nhng tp ny c t ng lu tr trong tp

    c gi l "t ng sao lu" trn my tnh ca bn. Tm hiu thm v nhp sao lu.

    Nhp CSV: Nu bn c nhng thay i hoc b sung vo ti khon trong bng tnh, bn c

    th nhp nhng cp nht vi ty chn Nhp CSV. Bng tnh phi bao gm ng tiu

    c t v c lu dng m ha CSV. Tm hiu thm v nhp tp CSV.

    Nhp tp chia s (AES): Xem v chp nhn hoc t chi nhng thay i c xut.

    Trc khi nhp tp AES, hy chc bn ti xung phin bn ti khon gn y nht (s

    dng Ly thay i gn y). Vic nhp c th khng thnh cng nu ch xem ti khon

    http://www.google.com/support/adwordseditor/bin/answer.py?hl=vi&answer=38667http://www.google.com/support/adwordseditor/bin/answer.py?hl=vi&answer=56368

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    ca bn c hn hoc mi hn phin bn xut. Cng lu rng, tp ch c th c nhp

    vo ti khon m chng c to. Tm hiu thm v nhp tp chia s.

    Hy th ngay by gi: xut thng tin ti khon

    Tm hiu cch xut th ng tin ti khon t Adwords Editor vo Microsoft Excel. Tnh nng ny

    cung cp cch chia s th ng tin ti khon ca bn vi ai kh ng s dng AdWords

    Editor.

    Thc hin theo nhng hng dn sau xut ti khon.

    1. M Adwords Editor.

    2. Chn ti khon m.

    3. T trnh n Tp, chn Xut bng tnh (CSV).

    4. Chn Xut ton b ti khon.

    Cu hi cn xem xt:

    1. C m t vi ty chn khc xut trong trnh n th xung. M t s l do m bn mun s

    dng Xut sao lul g?

    2. Bn cng c th Xut thay i chia s. Ty chn ny hu ch nh th no khi lm vic

    cng vi cc thnh vin nhm khc?

    Xem xt tp nhp

    Khi bn nhp tp, bng Xem xt thay i c xut xut hin. Bng cha m cho cc thay

    i c nh du trong ti khon ca bn: thay i c xut c mu xanh l cy, thay i

    cc b cha ng c mu ta v mu thun gia thay i c xut v thay i cha ng c

    mu .

    ch xem cc thay i c xut trong ch xem d liu trong tng tab, chuyn n trnh

    n Xem > Ch thay i c xut. ch xem cc thay i cha ng trng lp vi nhng

    thay i c xut, chn Ch nhng thay i ch ng c nhng thay i c xut.

    Chp nhn hoc t chi th y i

    Khi bn xem xt cc thay i m bn nhp trong AdWords Editor, bn c ty chn t chi

    bt k thay i no bn kh ng mun p dng cho ti khon.

    t chi ton b chnh sa c xut, chn hng cha chnh sa bn mun t chi, sau

    nhp vo T chi xut chn trong thanh c ng c tab. Ty chn ny cng c trong trnh

    n Chnh sa. Trong trng hp l m t nhm qung co hoc chin dch mi c xut,

    thao tc ny cng s t chi mi chnh sa c xut trong nhm qung co hoc chin dch

    .

    t chi kha cnh v chnh sa c xut mu thun vi thay i cc b cha ng ca

    chnh bn, hy chn hng cha chnh sa bn mun t chi. Chuyn n trnh n Chnh sa >

    T chi xut mu thun chn.

    http://www.google.com/support/adwordseditor/bin/answer.py?hl=vi&answer=47637

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    Nu thay vo bn mun hon nguyn thay i cha ng ca mnh trong hng chn v gi

    cc thay i c xut, ch cn nhp vo Hon nguyn cc thay i chn trong thanh

    c ng c tab.

    Ngay khi xem li cc thay i c xut, bn c th thc hin cc tc v sau xa ht

    bng kt hp v nh du kt hp hon tt :

    1. Nhp vo Gi cc thay i c xut chp nhn tt c cc xut bn cha t chi

    m t cch r rng.

    2. Nhp vo T chi cc thay i c xut xa ht mi thay i c xut. Hnh

    ng ny s khng nh hng n bt k chnh sa no bn thc hin t khi nhp tp

    xut.

    giai on ny, bn c th ng chnh sa cho ti khon hay xut v chia s vi ngi dng

    AdWords Editor khc.

    Kim tr th y i

    Khi bn nhp vo Kim tra thay i trong thanh c ng c, AdWords Editor xem xt tt c cc

    thay i cha ng ca bn, gip m bo nhng thay i ny tun th chnh sch AdWords.

    kim tra nhng thay i ca bn, thc hin theo cc bc sau:

    1. Nhp vo Kim tra thay i trn thanh cng c.

    2. Xem li s thay i s c kim tra.

    3. Nhp vo Kim tra thay i tip tc vi nhng kim tra bin tp.

    4. Nu bn cn tm dng trong khi ang kim tra cc thay i, nhp vo Tm d ng trong h p

    thoi. Sau , nhp voTip tc khi bn s n sng bt u.

    5. Nhp vo ng khi kim tra thay i hon tt.

    Sau khi kim tra hon tt, cc mc kim tra kh ng thnh c ng c vng trn mu vi du

    chm than trong ch xem d liu. xem li c th, chn mc trong ch xem d liu. H p

    mu bn di ch xem d liu hin cc gii thch v vic vi phm v xut cch khc

    phc nhng vi phm .

    AdWords Editor cng bao gm tnh nng kim tra chnh t cho m t s ng n ng nht nh (ting

    Anh, ting Php, ting , ting c, ting Ty Ban Nha, ting B o Nha Braxin v ting H Lan).

    kim tra chnh t trng, nhp phi vo trng v chn Kim tra chnh t trng ny.

    Li v Cnh bo

    AdWords Editor hin th cc sc vng v (vng kt ni) khi c ng c ny pht hin cc vn

    ngn chin dch ca bn ng chnh xc, chng hn nh cc vn bin tp hay thiu cc gi tr

    gi mi nhp chu t (CPC) ti a. xem xt li v cnh bo i vi thay i ca bn, hy thc

    hin theo cc bc sau:

    1. Chuyn n trnh n Xem > Ch li v cnh bo, Ch li hoc Ch cnh bo.

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    2. Cc mc khp vi la chn ca bn s xut hin trong ch xem d liu. Nhp vo tab

    xem li i vi t kha, qung co, v.v...

    3. xem chi tit li hoc cnh bo c th, hy chn mc trong ch xem d liu. Gii thch

    li s xut hin trong bng chnh sa vi hng dn sa li vi phm hoc gi yu cu

    ngoi l.

    4. tr li ch xem bnh thng, hy chuyn n trnh n Xem > Tt c.

    ng th y i

    ng thay i cho ti khon AdWords ca mnh, hy nhp vo ng thay i trong thanh

    c ng c. Nu bn c s lng ln thay i, c th mt m t thi gian ng mi th ng tin. Nu

    bn cn tm dng trong khi cc thay i ca mnh ang ng, hy nhp vp Tm d ng trong

    h p thoi ang ng. Sau nhp vo Tip tc ng khi bn s n sng.

    Nhng thay i m bn thc hin th ng qua AdWords Editor s ngay lp tc c phn nh

    trong ti khon ca bn. Tuy nhin, khi c bt k thay i no i vi ti khon ca bn, s c i

    cht chm tr trc khi nhng thay i c phn nh trn Mng ca Google.

    .7.5. Thc tin tt nht

    Di y l 10 thc tin tt nht s dng AdWords Editor, c theo sau l m t vi mo a

    thch v tnh nng ca ngi dng. Nhng vic ny ch n thun l cc tng tn dng tt

    nht AdWords Editor m bn c th thc hin cho ti khon ca ring bn. c hng dn

    chi tit, hy truy cp Trung tm tr gip AdWords Editor.

    1. S o chp hoc ct v dn gi cc nh m ung co, chin dch h y nhiu t i khon. Bn

    c th s dng cc lnh ca trnh n Chnh sa hoc phm tt trn bn phm (Control hoc

    Command + X, C v V). V d:

    Sao chp 6 qung co t m t nhm qung co sang 15 nhm qung co khc.

    Chn 10 t kha v sao chp cc t kha ny sang nhm qung co khc.

    Nu bn qun l nhiu ti khon, hy sao chp chin dch gia cc ti khon v ty chnh

    ci t chin dch cho tng ti khon.

    2. hc hin th y i h ng lot cho t kh hoc URL ch bng c ng c hm/Cp nht

    nhiu t kh hoc h y i URL nng c o. V d:

    Thm 100 t kha vo nhm qung co bng c ng c hm/Cp nht nhiu t

    kha trong hc hin nhiu th y i trn tab T kha.

    S dng h y i URL nng cao chnh sa RL ch cho 20 qung co trong 10 nhm

    qung co khc nhau.

    3. u bn c n chnh s t kh hoc ung co c mnh trong bng tnh, th bn c

    th thc hin li th y i vi AdWords Editor. V d:

    http://www.google.com/support/adwordseditor/?hl=vi

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    Sao chp cc mc chnh sa t ch xem d liu v dn cc mc ny vo bng tnh.

    Thc hin thay i, sau dn n i dung ca bng tnh trc tip vo c ng c Thm/Cp nht

    nhiu thch hp.

    Xut ton b ti khon hoc chin dch chn di dng tp CSV, thc hin thay i, sau

    nhp tp CSV tr li vo AdWords Editor.

    4. h nh ch ng tm kim t kh tr ng lp trong t i khon c bn h y trong chin dch

    v nh m ung co chn, s u chn mt trong t ng tp hp t kh tr ng lp

    x hoc chnh s .

    5. h nh ch ng tm kim t i khon c bn v thc hin th y i h ng lot trn cc kt

    u tm kim. V d:

    Nhp t kha vo h p tm kim xc nh tt c cc trng hp t kha trong ti

    khon, sau ni vn bn vi t kha hoc chnh sa vn bn .

    6. S dng tm kim nng c o tm cc mc p ng nhiu tiu ch m bn ch nh. Lu

    rng bn cn ti xung thng k trc khi bn c th tm kim tiu ch hiu sut. V d:

    Lc trng thi hiu sut ca t kha (CTR cao hn 2%) v tng gi thu ci thin v tr v

    hiu sut.

    Tm tt c cc t kha c v tr trung bnh nh hn 1%. Xem xt cc t kha ny v xa

    chng hoc s dng h y i gi th u nng c o tng gi thu ca cc t kha ny.

    Tm tt c t kha c 0 nhp chu t. Hy lu cc t kha c nhiu ln hin th nhng

    kh ng c nhp chu t. Nhng t kha ny c th t lin quan v do lm gim CTR tng

    th ca bn. Bn c th mun s dng m t trong cc c ng c hc hin nhiu th y

    i trn tab iu hng thm bt k cm t kh ng lin quan no lm t kha ph nh

    ca chin dch hoc nhm qung co.

    7. Khi bn ch nh tiu ch cho tm kim nng c o, h y lu tm kim s dng li

    trong tng l i. V d:

    Kim tra nhanh tnh hp l hng ngy. Chy hn th y i g n y, sau s dng cc

    tm kim lu xem cc t kha hot ng tt nht hoc km nht.

    8. hc hin chnh s h ng lot ni dng. V d:

    Chn 3 trong 10 chin dch trong m t ti khon v thay i ngn sch cho tt c cc chin

    dch cng m t lc.

    9. hc y nhiu lu lng truy cp hn n tr ng web c bn v ci thin ROI bng

    C ng c to t kh . V d:

    S dng tab m r ng t kha tm tng t kha mi da trn cc cm t hin ang

    hot ng tt cho ti khon ca bn.

    S dng tab t kha da trn tm kim tm v thm 10 t kha c lin quan vo nhm

    qung co mi.

    S dng tab ghp t kha kt hp danh sch t vo cc t kha mi v c ng c ny s

    m bo bn ch thm nhng t kha mang li lu lng truy cp cho trang web ca mnh.

    10. Kt hp cc c ng c c AdWords Editor vi cc bo co truy vn tm kim c sn trong

    t i khon AdWords trc tuyn c bn. V d:

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    ng nhp vo ti khon AdWords, sau chy bo co truy vn tm kim cho m t nhm

    qung co. Ti xung bo co di dng tp CSV. a ra 5 t kho m nhn c nhiu

    nhp chu t nht v thm chng dng t kha khng nh vo nhm qung co ny.

    ng nhp vo ti khon AdWords, sau chy bo co truy vn tm kim cho ti khon

    ca bn. Ti xung bo co di dng tp CSV. M bng tnh v xa bt k truy vn i sch

    chnh xc no khi danh sch ca bn. Sau , sp xp theo CTR gim dn. Sao chp truy

    vn hot ng tt nht vo c ng c Thm nhiu t kha trong AdWords Editor, i vi

    chin dch mi hoc chin dch hin ti.

    Mo v tnh nng yu thch khc:

    Ti xung cc chin dch chn nu bn mun tp trung lm vic vo tp hp con chin

    dch.

    Phc hi v kch hot qung co vn bn xa trc .

    T ng t chc t kha vo nhm qung co da trn ch ph bin bng cch s dng

    C ng c nhm t kha.

    Gi nhiu yu cu ngoi l cng m t lc.

    Lu nh chp nhanh ca ti khon lu tr hoc chia s. Sau , bn c th nhp tp lu

    tr kh i phc ci t ti khon trc .

    .7.6. iu hng AdWords Editor

    Bn c th iu hng qua ti khon trong AdWords Editor bng cch s dng ch xem dng

    cy ca ti khon bn cnh mn hnh, cng vi tab cho cc mc khc nhau trong ti khon ca

    bn.

    Ch xem dng cy: Ch xem dng cy hin th tn ti khon, ng trc tn chin dch v

    nhm qung co trong ti khon. Nhp vo du c ng v du tr m r ng hoc thu hp ch

    xem dng cy v xem chin dch v nhm qung co trong ti khon.

    Tab: Khi bn chn tn ti khon hoc chin dch hay nhm qung co c th trong ch

    xem dng cy, s dng tab chn loi no bn mun xem hoc chnh sa. Mi tab hin m t

    phn ca ti khon, chng hn nh t kha, nhm qung co hoc chin dch. V d: xem

    nhm qung co trong Chin dch s 1, chn Chin dch s 1 trong ch xem dng cy v nhp

    vo tab Nhm ung co.

    Ct: Bn c th ty chnh c t xut hin trn tab c th. Nhp vo vu ng nh xut hin sau tiu

    c t cui cng, ri chn hoc b chn c t bn mun hin. Lu rng c t thng k hiu sut

    ch xut hin sau khi bn ti xung thng k. Nhp p vo tiu c t lm chiu r ng va

    vi n i dung hoc nhp chu t phi vo tiu c t v chn 'Chnh kch thc t ng cho c t'.

    chnh kch thc t ng cho tt c cc c t cng m t lc, nhp chn c t v chn "T ng nh

    kch thc tt c cc c t".

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    Thanh cng c: Thanh c ng c cha cc nt cho hnh ng cp ti khon, chng hn

    nh ng thay i v Xem thng k. Ngoi ra, mi tab c thanh c ng c vi cc nt cho chc

    nng trong tab. V d: tab kha c cc nt thm v xa t kha, thc hin nhiu thay i

    v hon nguyn cc thay i. Cc ty chn thm v chnh sa cng c s n trongtrnh n D

    liu.

    Ch xem d liu v bng chnh s : Ch xem d liu chim phn ln mn hnh bn

    di cc tab hin th chi tit v tab chn. Khi bn chn m t hng trong ch xem d liu,

    bn c th chnh sa d liu trc tip trong hng hoc trong bng chnh sa bn di ch

    xem d liu.

    .7.7. Ci t AdWords Editor

    Bn c th ch nh ci t sau trong menu C ng c > Ci t:

    Bt theo di s dng v gi d liu n danh cho Google gip ci thin AdWords Editor.

    Chn xem c n cc mc xa trong ti khon ca bn kh ng v xem c bao gm cc

    mc xa v kt thc khi bn ti xung ti khon kh ng.

    Bt ghi nht k chn on. Khi bt tnh nng ghi nht k chn on, AdWords Editor t

    ng lu bo co cha th ng bo c gi gia AdWords Editor v my ch AdWords. Nu

    bn gp phi vn k thut, Chuyn gia AdWords c th yu cu bn gi cho chng t i

    nht k gip cc k s ca chng t i g ri vn .

    Chn ng n ng ca bn, xc nh tin t v ng n ng giao din trong AdWords Editor.

    Chn nhm mc tiu chin dch mc nh. Khi bn to chin dch mi trong AdWords

    Editor, cc chin dch ny s t ng s dng nhm mc tiu theo ng n ng v v tr mc

    nh bn chn ti y.

    .7.8. Ti xung ti khon hoc chin dch

    Bn c th ti xung ton b ti khon hoc cc chin dch c th ca mnh. Khi bn ti xung

    th ng tin ti khon cho AdWords Editor, bn c th lm mi th ng tin bt k lc no bng tnh

    nng "Nhn cc thay i gn y". Nu bn ch ti xung m t s chin dch, bn c th thay i

    tp hp chin dch bt c lc no.

    ti xung ti khon AdWords trong AdWords Editor, thc hin theo cc bc sau:

    1. Chuyn n p > M t i khon.

  • 183

    2. Nhp vo hm t i khon.

    3. Nhp tn ngi dng v mt khu AdWords ca bn v nhp vo ip theo.

    4. Chn phn ti khon bn mun ti xung.

    Nu bn qun l nhiu ti khon AdWords, AdWords Editor c th lu tr tt c d dng xem

    v chnh sa. Ch c th chnh sa tng ti khon m t, nhng bn c th d dng thm nhiu ti

    khon hn hoc chuyn gia cc ti khon m bn ti xung. Nu bn c ti khon Trung

    tm khch hng, bn c th s dng AdWords Editor thc hin thay i vi ti khon khch

    hng th ng qua ti khon MCC ca bn.

  • 184

    5. heo di hiu sut v bo co

    Gii thiu Bo co AdWords

    Gii thiu Bo co AdWords

    Khm ph cc ty chn d liu ca bn

    Ty chnh d liu hiu sut ca bn

    S dng cc c t tm d liu hiu sut c th

    To, lu v lp lch bo co

    Tm, chnh sa hoc xa bo co

    Din gii Bo co AdWords

    Hiu sut ti khon, chin dch v nhm qung co

    nh gi hiu sut qung co trn Mng tm kim

    nh gi hiu sut qung co trn Mng hin th

    Hiu bo co Theo di chuyn i

    o lng hiu sut t kha cho cc chin dch tm kim

    o lng kh nng hin th v tn sut

    o lng hiu sut a l

    o lng v so snh hiu sut theo cc khong thi gian

    Thng tin chi tit hn v hiu sut

    S dng thng tin chi tit v phin u gi so snh hiu sut

    S dng tab Trang ch theo di hiu sut ca bn

    S dng nhn trong AdWords

    S dng phn on xem d liu hiu sut

    Hiu bo co Cm t tm kim

    o lng hiu sut tin ch m r ng qung co

    5.1. Gii thiu Bo co AdWords

    To bo co c ty chnh y v cc ch c th chng hn nh chin dch, t kha v

    vn bn qung co. Nhng bo co ny cho php bn xc nh xu hng quan trng qua cc

    tun, thng hoc nm. V v mi bo co c th c ty chnh vi cc c t v b lc hiu sut c

    https://support.google.com/partners/answer/2796425?hl=vi&ref_topic=2796031https://support.google.com/partners/answer/2454005?hl=vi&ref_topic=2796031https://support.google.com/partners/answer/2454067?hl=vi&ref_topic=2796031https://support.google.com/partners/answer/2454071?hl=vi&ref_topic=2796031https://support.google.com/partners/answer/2404176?hl=vi&ref_topic=2796031https://support.google.com/partners/answer/2404251?hl=vi&ref_topic=2796031https://support.google.com/partners/answer/2404036?hl=vi&ref_topic=2796167https://support.google.com/partners/answer/2404037?hl=vi&ref_topic=2796167https://support.google.com/partners/answer/2404178?hl=vi&ref_topic=2796167https://support.google.com/partners/answer/1722023?hl=vi&ref_topic=2796167https://support.google.com/partners/answer/2453974?hl=vi&ref_topic=2796167https://support.google.com/partners/answer/2472714?hl=vi&ref_topic=2796167https://support.google.com/partners/answer/2453994?hl=vi&ref_topic=2796167https://support.google.com/partners/answer/2454008?hl=vi&ref_topic=2796167https://support.google.com/partners/answer/2579754?hl=vi&ref_topic=2796168https://support.google.com/partners/answer/2453989?hl=vi&ref_topic=2796168https://support.google.com/partners/answer/2475865?hl=vi&ref_topic=2796168https://support.google.com/partners/answer/2454072?hl=vi&ref_topic=2796168https://support.google.com/partners/answer/2472708?hl=vi&ref_topic=2796168https://support.google.com/partners/answer/2454049?hl=vi&ref_topic=2796168

  • 185

    th nh cu hnh, chng ch cung cp th ng tin bn cn gip bn xc nh th mnh ca

    mnh v khu vc c hiu sut thp.

    Bn c th xem bo co ca mnh trc tuyn hoc ti xung my tnh v m bo co bng ng

    dng bng tnh, chng hn nh Microsoft Excel. Bn cng c th lp lch bo co chy thng

    xuyn v gi qua email cho bn.

    Loi bo co

    Bn c th ti xung bng d liu bt k trn mi tab trong ti khon ca mnh to bo

    co. Ty chnh bng bng cch s dng c t, phn on v b lc, bo co ch cha nhng d

    liu bn mun xem. Di y l m t s bo co c s dng thng xuyn nht:

    Hiu sut t kha: Bng trn tab T kha hin th chi tit v cc t kha chn v t chc

    thng k theo t kha.

    Hiu sut qung co: Bng trn tab Qung co trnh by cc thng k c lin quan cho cc

    bin th qung co, chng hn nh qung co vn bn, qung co hnh nh, qung co

    video v qung co doanh nghip a phng.

    Hiu sut URL ch: Ch xem "URL ch" trn tab Th nguyn hin th thng k v o

    lng hiu sut ca cc URL ch.

    Hiu sut nhm qung co: Tab Nhm qung co hin th thng k cho tng nhm qung

    co ca bn.

    Hiu sut chin dch: Tab Chin dch hin th thng k cho tng chin dch ca bn.

    Hiu sut ti khon: Cc ch xem trn tab Th nguyn hin th thng k cho ton b ti

    khon ca bn.

    Hiu sut a l: Ch xem " a l" trn tab Th nguyn hin th ngun gc a l ca

    khch truy cp ca bn.

    Hiu sut nhn khu hc: Ch xem "Nhn khu hc" trn tab Th nguyn hin th tui

    v gii tnh ca khch truy cp ca bn.

    Hiu sut cm t tm kim: Tab T kha hin th d liu hiu sut cho cm t tm kim

    kch hot qung co ca bn.

    Hiu sut Qung co danh sch sn phm: Tab Mc tiu t ng hin th d liu hiu sut

    cho Qung co danh sch sn phm

    Hiu sut Qung co tm kim ng: Tab Mc tiu t ng hin th d liu hiu sut cho

    Qung co tm kim ng.

    Hiu sut trn mi nhn: Cc ch xem trn tab Th nguyn hin th thng k trn mi

    nhn.

    Phn on thi gian: Cc ch xem ca tab th nguyn hin th thng k trn mi khong

    thi gian: Gi, ngy, tun, thng, qu, nm v mi ngy trong tun.

    Thng tin chi tit v phin u gi: Tab T kha hin th d liu hiu sut cho t kha c

    th so vi cc nh qung co khc cnh tranh trong cng phin u gi.

  • 186

    5.2. Khm ph cc ty chn d liu ca bn

    Tab Chin dch l im dng u tin hiu hiu sut qung co ca bn. Ti y, bn c th

    theo di thng k tng th o lng thnh c ng ca ton b chin dch hoc xem d liu c

    th hn cho nhm qung co, qung co v t kha. Bn c th ty chnh cch bn xem d liu

    bn c th d dng thy iu g quan trng nht i vi mnh.

    Trong ti khon AdWords ca bn, hy xem xt cc tab xut hin sau khi bn nhp vo

    tab Chin dch chnh u mn hnh. Mi tab "chuyn" v m t ch xem d liu khc nhau v

    bn s c th s dng m t vi ch xem trong s chng nhiu hn cc ch xem khc ty

    vo th ng tin bn mun bit.

    V d: nu bn quan tm n vic cc qung co c th thc hin nh th no, bn s mun

    tab Qung co, ni bn c th so snh hiu sut ca qung co ring l so vi m t qung co

    khc. Hoc nu bn mun iu chnh cc ci t nh hng n ton b chin dch, chng hn

    nh ngn sch, ty chn t gi thu hoc nhm mc tiu theo v tr v thit b, th tab Ci t l

    ni bt u.

    S u y l tng quan v nhng g bn s tm c trn mi tab:

    1. Chin dch

    Tab Chin dch l im bt u tuyt vi phn tch hiu sut ca chin dch ca bn. Ging

    nh hu ht cc tab, bn c th ty chnh ch xem d liu ca mnh trn tab Chin dch. iu

    ny c ngha l bn c th thm cc c t vo bng thng k hin th d liu hu ch nht cho

    bn. Bn c th mun bt u vi cc nhp chu t, hin th v CTR so snh thnh c ng ca

    cc chin dch ca mnh. Nu bn mun th ng tin c th hn, bn c th nhp vo cc chin dch

    ring l bit thm chi tit.

    2. Nhm qung co

    S dng tab Nhm ung co hiu r xem cc nhm qung co ring l ca bn thc hin

    nh th no. Bn c th s dng th ng tin ny v nhng g ang hot ng tt nht tinh

    chnh nhm qung co hin ti v cc qung co c th v lp k hoch cho chin dch tng lai.

    3. Ci t

    Tab Ci t cho php bn iu chnh cc ci t nh hng n ton b chin dch, chng hn

    nh ngn sch, mng v ty chn t gi thu; ng n ng; nhm mc tiu theo v tr; nhm

    mc tiu theo thit b; ngy kt thc chin dch; v lp lch qung co.

    4. Qung co

    Tab Qung co l ni bn c th xem d liu v tng qung co ring l trong ti khon ca

    mnh. iu ny cho php bn so snh qung co, xem qung co no thnh c ng nht v thm

    http://support.google.com/adwords/bin/answer.py?answer=6317&hl=vihttp://support.google.com/adwords/bin/answer.py?answer=107461&hl=vihttp://support.google.com/adwords/bin/answer.py?answer=107461&hl=vihttp://support.google.com/adwords/bin/answer.py?answer=117585&hl=vi

  • 187

    ch s dng th ng tin to qung co tt hn. Bn cng c th chnh sa, tm dng hoc

    xa qung co hin kh ng hot ng tt nh nhng qung co khc.

    5. T kha

    Tab kha l m t ca hng qun l t kha duy nht. Bn c th xem t kha m bn chn

    cho tt c cc chin dch ca mnh hoc ch nhng t kha cho m t nhm qung co. Bn cng

    c th nhn th ng tin hiu sut v cht lng v nhng t kha c th gip bn quyt nh to

    nhiu t kha hn hay chnh sa, tm dng hoc xa t kha m bn to.

    6. Tin ch m r ng qung co

    Tin ch m r ng qung co gip mi ngi d dng tm hiu thm v doanh nghip ca bn v

    nhng g n mang li bng cch cung cp th ng tin doanh nghip b sung, chng hn nh a

    ch v s in thoi ca bn, thm lin kt trang v hnh nh v sn phm. Nu bn chn

    tham gia s dng tin ch m r ng qung co ti a ha nh hng ca chin dch ca bn,

    tab in ch m rng ung co l ni bn c th theo di xem chng hiu qu nh th no.

    7. D liu thng k

    Tab D liu thng k cho php bn chia nh d liu theo tham s bn chn trong nhm qung

    co, chin dch hoc ton b ti khon ca mnh. Bn c th s dng Tham s xem thng k

    qua cc tab AdWords khc. V d: bn c th xem ton b thng k ca mnh theo thng, gi

    hoc theo vng a l trong m t bo co. Bn c th chy bo co so snh tng s nhp

    chu t trong Thng 1 trn ton b nhm qung co hoc xem cc thnh ph ring l ni pht

    sinh nhp chu t ca bn.

    8. Mng hin th

    Tab Mng hin th l ni bn c th qun l cc chin dch hin th ca mnh v xem d liu hiu

    sut v qung co ca bn trn Mng hin th. Qun l chin dch hin th ca bn bng cch

    thm hoc chnh sa cc phng php nhm mc tiu nh t kha, v tr, ch , s thch v

    danh sch tip th li, gii tnh v tui. Xem th ng tin chi tit v cc nhm qung co ca bn

    hot ng nh th no, s dng d liu ti u ha, qun l gi thu v xa cc phng php

    nhm mc tiu hot ng km. Bn c th xem cc phng php nhm mc tiu ca mnh trong

    m t chin dch duy nht hoc trn tt c cc chin dch nhm mc tiu "ch Mng hin th" hoc

    "Mng tm kim & hin th".

    5.3. Ty chnh d liu hiu sut ca bn

    http://support.google.com/adwords/answer/117120http://support.google.com/adwords/answer/1726527http://support.google.com/adwords/answer/53215http://support.google.com/adwords/answer/1752338

  • 188

    Bn c th ty chnh c ph (loi ln, nhiu bt) v bnh m kp tht (vui lng kh ng cho

    hnh!), vy ti sao kh ng phi l d liu ca bn? Bng cch iu chnh phm vi ngy, c t, phn

    on, b lc v biu , bn c th ty chnh bng thng k ca mnh ch xem d liu m bn

    quan tm. Hy ngh v mc tiu AdWords ca bn v thng k no l quan trng nht cho qu

    trnh o lng i vi cc mc tiu v sau ty chnh bng ca bn theo. Sau , nu bn

    chn ti xung bng di dng bo co, bo co s cha cng m t d liu c hin th trong

    bng ca bn.

    Sau y l cch ty chnh bng thng k ca bn:

    iu chnh phm vi ngy

    Nhp vo phm vi ngy gn u trang. Chn t m t nhm phm vi t trc hoc t

    phm vi ngy ty chnh ca ring bn. Bng v biu hiu sut, t ng iu chnh

    hin th cho bn d liu ca phm vi ngy m bn chn.

    Bn cng c th s dng nt thanh trt bt/tt cui trnh n th xung ca phm

    vi ngy hin th d liu trong biu hiu sut cho hai phm vi ngy. lm nh vy,

    hy m bo chn bt bn cnh "So snh ngy" trong trnh n th xung. Khi , bn

    s c th chn cc ngy m bn mun so snh.

    Khi bn nhp vo Bt u, bn c th xem d liu trong biu hiu sut cho c hai

    phm vi ngy chn. Tuy nhin, iu quan trng cn lu l phn cn li ca s liu

    (cc s liu trong bng bn di biu ) s ch hin th d liu cho cc phm vi sau cng

    m bn chn.

    Thm hoc xa ct

    Cc c t cung cp nhiu thng k khc nhau v ti khon v la chn c t ca bn khc

    nhau ty thu c vo bng thng k m bn ang xem. Bn c th chn c t no bn mun

    xem, sp xp li chng v lu chng theo th t bn mun.

    thm hoc xa c t khi bng, nhp vo nt Ct trong thanh c ng c trn bng

    thng k. Khi bn hon thnh, nhp vo Lu.

    Sau khi thm cc c t m bn quan tm, bn c th nhp vo bt k tn c t no sp

    xp theo ch . V d: nhp vo c t Nhm qung co sp xp cc nhm qung

    co theo th t bng ch ci hoc nhp vo c t S l n hin th sp xp nhm qung

    co ca bn t s ln hin th nhiu nht n t nht. Th nhp li vo S l n hin th

    o ngc th t v xem thng k ca bn t s ln hin th t nht n nhiu nht.

    Khi chn m t tp hp cc c t, bn c th lu tp hp ny d truy cp trong tng

    lai bng cch chn h p kim "Lu tp hp c t ny".

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2450261

  • 189

    p dng cc phn on chia nh d liu ca bn

    Phn on tch ch xem d liu ca bn thnh cc phn ring bit. C nhiu phn

    on khc nhau m bn c th p dng cho d liu ca mnh, chng hn nh thit b,

    loi nhp chu t, mng v khong thi gian.

    s dng phn on, hy nhp vo nt Phn on trong thanh c ng c pha trn

    bng thng k v chn mc chi tit bn mun p dng cho d liu trong bng ca mnh.

    Ty chn phn on no c s n cho bn ty thu c vo bn ang xem t kha, nhm

    qung co hay bng chin dch.

    V d:

    Di y l m t s th ng tin chi tit bn c th c c v d liu bng cc phn

    on:

    1. Xc nh khch hng chnh ca bn bng cch chia nh t kha theo thit b. Vi

    cch ny bn c th mng tng xem bn c nhn c ROI tt hn t qung co

    hin th trn in thoi di ng hay trn my tnh bn v my tnh xch tay.

    2. So snh hiu sut ca bn trn Google v trang web i tc tm kim vi hiu sut

    ca bn trn Mng hin th bng cch chia nh d liu chin dch v d liu nhm

    qung co theo mng.

    3. Tch bit cc thay i trong hiu sut ca bn bng cch s dng ty chn phn

    on thi gian (ngy, tun hoc ngy trong tun, thng, qu hoc nm). V d: nu

    bn phn on d liu theo ngy trong tun v thy rng hiu sut qung co ca

    bn khc nhau ng k vo cc ngy Th By, bn c th sa i gi thu cho ti

    khon thay i hnh vi ca khch truy cp.

    S dng b lc tm kim d liu ca bn

    S dng cc b lc tm kim th ng tin c th trong bng ca bn, chng hn nh vn

    bn t kha, gi thu v t l nhp.

    to b lc, hy nhp vo B lc trong thanh c ng c pha trn bng thng k. Bn c

    th lu cc b lc d dng truy cp trong tng lai.

    Xem hoc n cc mc x

    Bn c th bao gm hoc n chin dch, nhm qung co, qung co, t kha v mng xa

    trong cc bng thng k ca mnh. Trnh n u tin trn thanh c ng c pha trn bng cho

    php bn kim sot vic hin th cc mc xa.

    1. n cc mc xa, hy nhp vo nt u tin trn thanh cng c v chn Tt c cc

    mc tr mc xa.

  • 190

    2. hin th cc mc xa, hy nhp vo nt u tin trn thanh cng c v chn Tt

    c xem tt c mc bt, b tm dng v xa. i vi bng chin dch v nhm

    qung co, bn cng c th chn Tt c cc mc bt ch xem cc mc ang hot

    ng.

    Xem biu tm tt hiu sut

    Nu kh ng th nhn thy biu hiu sut pha trn bng d liu ca bn, nhp vo biu

    tng biu trn thanh c ng c pha trn bng lm cho biu ny xut hin.

    (Bn c th nhp vo biu tng m t ln na lm biu bin mt).

    Bn c th so snh hai s liu bng cch s dng cc trnh n th xung ngay pha trn

    biu bn tri. Nhp vo tng trnh n th xung v chn s liu m bn quan tm.

    V d: nu bn mun nh gi mc hiu qu ca t kha c th, bn c th chn xem

    s ln hin th v s ln nhp chu t cng lc.

    Bn cng c th so snh hai phm vi ngy cho cc s liu ny bng cch chn "So snh

    ngy" t trnh n th xung phm vi ngy gc trn bn phi ca trang. V d: bn c

    th xem tng s nhp chu t v s ln hin th t tun ny cng vi tng s nhp chu t

    v s ln hin th t tun trc.

    Bn cng c th thay i cp chi tit cho biu ca bn theo Hng ngy, Hng tun,

    Hng thng hoc Hng qu, t trnh n th xung bn trn biu .

    M o

    Khi bng thng k ca bn hin th chnh xc nhng g bn mun, bn c th ti

    xung d liu di dng bo co nhiu nh dng khc nhau bng cch nhp vo

    nt ti xung trong thanh c ng c.

    5.4. S dng cc c t tm d liu hiu sut c th

    Cc c t trong bng thng k cung cp nhiu th ng tin khc nhau v ti khon ca bn. La chn

    c t ca bn khc nhau ty thu c vo bng thng k v tab m bn ang xem. Bn c th chn

    cc c t bn mun xem v sp xp li cng nh lu cc c t theo th t m bn thch. Bng

    cch ny bn c th c s n tt c d liu quan trng nht vi bn trong bng thng k trong

    nhy mt.

  • 191

    Di y l cch thm hoc xa ct trong bng thng k:

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

    2. Nhp vo tab Chin dch.

    3. xem d liu cho m t khong thi gian c th, hy nhp vo trnh n phm vi ngy

    gc trn cng ca trang v chn khong thi gian bn mun phn tch.

    4. Nhp vo m t trong cc tab xut hin gia trang, chng hn nh tab Chin dch, Nhm

    qung co, Qung cohoc T kha.

    5. Nhp vo nt Ct pha trn bng thng k.

    6. Chn "Ty chnh c t" t trnh n th xung.

    7. Chn cc c t bn mun trong bng ca mnh. Bn c th thm hoc xa tt c cc c t trong

    m t danh mc bng cch nhp vo "Thm tt c cc c t" hay "Xa tt c cc c t".

    8. Ko v th cc c t sp xp cc c t theo th t bn thch.

    9. Nu bn mun lu cc c t s dng trong tng lai, hy chn h p kim Lu tp hp cc

    c t ny" v nhp ta trong h p s xut hin. C t lu by gi s xut hin trong trnh

    n th xung "Ty chnh c t".

    10. Nhp vo Lu. Nu bn thm c t, bn s thy chng xut hin trong bng thng k ca

    mnh.

    11. Khi bng thng k ging nh cch bn mun, bn c th ti xung d liu trong bo co.

    Ch cn nhp vo nt ti xung .

    M o

    Sau khi thm cc c t m bn quan tm, bn c th nhp vo bt k tn c t no sp xp

    theo ch . V d: nhp vo c t "Nhm qung co" sp xp nhm qung co theo th

    t bng ch ci hoc nhp vo c t "Hin th" sp xp nhm qung co ca bn t nhiu

    hin th nht n t hin th nht.

    Cc ct ph bin

    Bn c th tm thy cc c t nht nh trn hu ht mi tab trong ti khon AdWords ca mnh.

    Ct trng thi

    C t "Trng thi" trn tab Chin dch v Nhm qung co hin th th ng tin v trng thi

    hin ti ca cc chin dch hoc nhm qung co ring l v xem l cc chin dch hoc

    nhm qung co b tm dng, b xa, b gii hn bi ngn sch hay c cc trng thi khc.

    Trn tab Qung co, c t "Trng thi" cho bn bit qung co ca bn c ang chy hay

    khng v nu khng, qung co b tm dng, xa hay b t chi.

    Trn tab T kha, c t ny cho bn bit liu mi t kha c iu kin kch hot

    qung co hay kh ng hay c nh du b tm dng, xa, b t chi hoc m t

    trng thi khc.

    Nhn thm th ng tin v cc trng thi chin dch, nhm qung co, qung co v t kha.

    Ct Thuc tnh, Hiu sut, Chuyn i v Chi tit cuc gi

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2450261https://adwords.google.com.vn/http://support.google.com/adwords/bin/answer.py?answer=2549115http://support.google.com/adwords/bin/answer.py?answer=138188http://support.google.com/adwords/bin/answer.py?answer=2549108http://support.google.com/adwords/bin/answer.py?answer=99482

  • 192

    Ct Thuc tnh

    Loi chin lc gi th u: Tn ca chin lc gi thu qun l gi thu cho t kha,

    nhm qung co hoc chin dch. V d: nu chin dch ca bn ang s dng t gi

    thu CPC th cng, bn s thy "CPC" trong c t ny. Hoc nu chin dch ca bn ang

    s dng t gi thu t ng, bn s thy "T ng" trong c t ny. Bn cng c th

    thy "(nng cao)", c ngha l AdWords s iu chnh gi thu CPC t.a t c mc

    tiu ca bn, nh ti a ha chuyn i.

    Chin lc gi th u: y l chin lc gi thu linh hot qun l gi thu cho t kha,

    nhm qung co hoc chin dch ca bn. Lu rng trong c t ny, bn s thy tn m

    bn to cho chin lc gi thu linh hot. Nu bn khng s dng chin lc gi

    thu linh hot, bn s thy du gch ngang "-".

    Ct Hiu sut

    Nhp chut - Khi ai nhp vo qung co ca bn, nh trn dng tiu mu xanh

    ca qung co vn bn, chng t i tnh l m t nhp chu t.

    Hin th - Hin th c tnh mi khi qung co ca bn c hin th trn trang kt

    qu tm kim hoc trang khc trn Mng Google.

    CTR - T l hin th tn sut nhng ngi thy qung co ca bn kt thc bng cch

    nhp vo qung co . CTR c th c s dng nh gi xem t kha v qung

    co ca bn ang hot ng tt nh th no.

    CPC tr.bnh - S tin trung bnh m bn b tnh ph cho m t nhp chu t vo qung

    co ca mnh.

    CPM tr.bnh - S tin trung bnh m bn b tnh ph trn mi 1.000 lt xem qung co

    ca bn (nu bn s dng t gi thu CPM).

    Chi ph - Chi ph l tng gi mi nhp chu t (CPC) v gi mi nghn ln hin th (CPM)

    ca bn.

    V tr tr.bnh - V tr tr.bnh m t v tr qung co ca bn thng xut hin trn trang

    kt qu tm kim so vi cc qung co khc.

    Ct Chuyn i

    Nu bn thit lp Theo di chuyn i trn trang web ca mnh, cc c t ny c th cung

    cp cho bn th ng tin chuyn su v hiu sut chuyn i. Di chu t qua du chm hi

    u mi c t bit nh ngha.

    D liu h tr v d liu chuyn i c h tr t Knh tm kim

    Nhng c t ny c th gip bn hiu vai tr ca cc t kha trong tm kim trn

    Google.com.vn dn n chuyn i. Th ng thng, "nhp chu t cui cng" trc khi chuyn

    i nhn c tt c tn dng v nhp chu t dn trc tip n bn hng, chuyn i hoc

    ng k m bn ang c gng nhn c. Nhng cng c cc t kha tr gip c th

    hng dn khch hng ca bn n chuyn i trong qu trnh thc hin. D liu h tr

    https://support.google.com/adwords/answer/2979071/?hl=vihttp://support.google.com/adwords/bin/answer.py?hl=vi&answer=31799http://support.google.com/adwords/bin/answer.py?hl=vi&answer=6320http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2615875http://support.google.com/adwords/bin/answer.py?hl=vi&answer=14074http://support.google.com/adwords/bin/answer.py?hl=vi&answer=6310http://support.google.com/adwords/bin/answer.py?hl=vi&answer=14075http://support.google.com/adwords/bin/answer.py?hl=vi&answer=1722022http://support.google.com/adwords/bin/answer.py?hl=vi&answer=1722023#searchfunnels

  • 193

    v d liu chuyn i c h tr t Knh tm kim c th cung cp cho bn bc tranh hon

    thin hn v gi tr ca t kha ring l ca bn khi ni n vic to ra cc chuyn i. Ging

    nh c t chuyn i, bn s cn thit lp Theo di chuyn itrn trang web ca mnh

    xem d liu h tr.

    Ct Chi tit cuc gi

    Cc c t ny cung cp bo co cho cc cu c gi t qung co hin th s in thoi chuyn

    tip Google trn my tnh bn/my tnh xch tay, my tnh bng v in thoi di ng cao

    cp, ng thi c th c tm thy trn tabNhm qung co v Chin dch. Tm hiu thng

    k no c s n trong C t Chi tit cu c gi.

    Ct ch xut hin trn cc tab nht nh

    M t s c t ch c th c tm thy trn cc tab nht nh ca ti khon AdWords. Di y l

    th ng tin m cc c t c th cho bn bit v hiu sut ca bn:

    iu chnh gi th u hin hot

    iu chnh gi thu hin hot l loi iu chnh gi thu m bn t. V d: nu bn

    t iu chnh gi thu trn thit b di ng, bn s thy "Thit b". Bn c th tng hoc

    gim gi thu t gi thu cnh tranh nhiu hn hoc t hn trn thit b, v tr, thi

    gian trong ngy v hn th na. iu chnh gi thu cho php bn kim sot nhiu hn

    v thi im v v tr qung co ca bn c hin th.

    C t ny ch s n c trn tab Nhm qung co.

    Loi qung co

    C t ny c s n trn tab Qung co v cho bit bn ang chy loi qung co no: qung

    co vn bn, qung co hnh nh, qung co trn in thoi di ng hay qung co

    video.

    CPC t. mc nh

    Gi ti a mi nhp chu t (CPC t.a) mc nh l s tin cao nht bn s n sng tr cho

    m t nhp chu t. Gi thu CPC t.a mc nh c t cp nhm qung co, nhng

    bn c th ghi gi ny bng cch t CPC t.a c th cho t kha ring l. Lu rng

    bn s kh ng tr nhiu hn CPC t.a ca mnh v thng th bn s tr t hn. Bn c th

    thy s tin trung bnh bn tr cho cc nhp chu t trong c t "CPC tr.bnh".

    Bn c th thy nhn "t ng" hoc "(nng cao)" bn cnh gi thu ca mnh. Di y

    l ngha ca chng:

    https://support.google.com/partners/answer/answer.py?hl=vi&answer=1722022http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2454052

  • 194

    T ng: iu ny c ngha l AdWords s t ng t gi thu m bn thy trong

    c t ny. Bn c th thy "T ng" nu chin dch ca mnh ang s dng t gi

    thu t ng hoc chin lc gi thu linh hot ROAS mc tiu. Lu rng bn

    khng th chnh sa s tin gi thu ny.

    Nng cao: iu ny c ngha l h thng AdWords s iu chnh gi thu c hin

    th trn c s tng phin u gi t c mc tiu ca chin lc t gi thu

    m bn ang s dng, nh ti a ha chuyn i cho CPC nng cao hoc ti a ha

    gi tr chuyn i cho ROAS mc tiu. Lu rng i vi mi t kha trong nhm

    qung co ny s dng gi thu mc nh, AdWords c gng t gi thu trung bnh

    gn bng vi gi thu c hin th.

    Lu rng gi thu cho m t s chin lc t gi thu, nh ROAS mc tiu c th c

    t t ng v nng cao. Nu bn ang s dng ROAS mc tiu, gi thu c hin th

    kh ng c s dng cho phin u gi Mng hin th.

    C t "CPC t.a mc nh" ch s n c trn tab Nhm qung co.

    URL ch

    C t URL ch c th c tm thy trn tab T kha, trong s cc tab khc. Nu bn t RL

    ch cp t kha, RL ny s c u tin hn RL ch m bn t cho mi qung co. Gi

    s bn chn nh sau:

    URL ch ca qung co: www.example.com

    T kha: apple

    URL ch ca t kha: www.example.com/apple

    Nu qung co ca bn c kch hot bi t kha "apple", khi qung co s s

    dng www.example.com/applethay v www.example.com di dng RL ch ca qung

    co.

    Gi th u tr ng u tin c tnh / Gi th u u tr ng c tnh

    Cc s liu "Gi thu trang u tin c tnh" v "Gi thu u trang c tnh" c lng

    gi thu gi mi nhp chu t (CPC) cn qung co tip cn trang u tin hoc u kt

    qu tm kim ca Google khi cm t tm kim khp chnh xc vi t kha ca bn. c

    tnh da trn im cht lng v cnh tranh gia nh qung co hin ti cho t kha

    .

    Trong m t s t trng hp, "Gi thu u trang c tnh" c th vt qu 100 la M

    v c biu hin di dng >= S$100. Hin ti, gi thu c tnh ln hn 100 la M

    kh ng c hin th. Khi xem "Gi thu u trang c tnh" bng cc n v tin t khc,

    bn c th thy ch thch tng t cho s tin tng ng 100 la M bng n v

    tin t a thch ca mnh.

    https://support.google.com/adwords/answer/2979071#Benefitshttps://support.google.com/adwords/answer/2979071#Benefitshttp://support.google.com/adwords/bin/answer.py?hl=vi&answer=2684490http://support.google.com/adwords/bin/answer.py?hl=vi&answer=140351

  • 195

    Lu rng nhng c tnh ny kh ng m bo cho v tr. V tr qung co b nh hng

    bi nhiu yu t, bao gm hot ng ca nh qung co khc, hot ng tm kim ca

    ngi dng, ci t ti khon v hot ng ti khon, chng hn nh thay i ngn sch.

    V tt c nhng l do ny, qung co ca bn kh ng th hin th trn trang u tin hoc

    u trang, ngay c khi bn p ng cc c tnh.

    Nhng c t ny ch c s n trn tab T kha.

    ID

    y l s ID c nhn ca qung co. C t ny ch c s n trn tab Qung co.

    URL hnh nh

    Nu bn chn chy qung co hnh nh trn Mng hin th, hnh nh c lu tr

    trn my ch ca Google v c tham chiu t RL ny. C t ny ch c s n trn

    tab Qung co.

    T l hin th, T l hin th b mt (xp hng), T l hin th b mt (ngn sch), T l hin

    th i snh chnh xc

    T l hin th l phn trm hin th m bn nhn c chia cho s ln hin th c tch

    m bn iu kin nhn c. Tnh iu kin da trn ci t nhm mc tiu, trng

    thi ph duyt, gi thu v im cht lng ca qung co hin ti ca bn. Bit thm

    chi tit v t l hin th, T l hin th b mt v T l hin th i snh chnh xc.

    C t ny c s n trn tab Chin dch v tab Nhm qung co. D liu t l hin th cng

    c s n trn bo co "Thi gian" trong tab D liu thng k.

    Nhp chut khng hp l / T l nhp chut khng hp l

    Cc c t ny cho bit s v phn trm nhp chu t c phn loi l kh ng hp l v t

    ng c lc khi ti khon ca bn. Bn kh ng b tnh ph cho nhng nhp chu t ny

    v chng kh ng nh hng n thng k ti khon ca bn. D liu cho nhp chu t

    kh ng hp l ch c s n sau ngy 1 thng 1 nm 2006. Tm hiu thm v nhp chu t

    khng hp l.

    C t ny ch c s n trn tab Chin dch v tab D liu thng k.

    Loi i snh

    i vi chin dch nhm mc tiu Mng tm kim ca Google, bn c th s dng cc loi

    i snh t kho sau: i snh r ng, i snh cm t, i snh chnh xc hoc i snh

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2393023http://support.google.com/adwords/bin/answer.py?hl=vi&answer=52760http://support.google.com/adwordspolicy/bin/static.py?hl=vi&topic=1310885&guide=1308259&page=guide.cs&answer=55004http://support.google.com/adwordspolicy/bin/static.py?hl=vi&topic=1310885&guide=1308259&page=guide.cs&answer=55004

  • 196

    ph nh. Cc ty chn i snh t kha ny gip bn kim sot ai xem qung co ca

    bn. Bn c th thy nhiu hin th, nhp chu t v chuyn i hn cho qung co vi

    m t s loi i snh hoc t hin th hn v nhm mc tiu hp hn vi cc loi i snh

    khc. C t "Loi i snh" trn tab T kha cho bit bn chn ci t no cho mi t

    kha v cho php bn thay i ci t. Tm hiu thm v cc loi i snh t kha.

    C t ny nm trn tab T kha.

    S liu "loi i snh" b sung cng c s n trong AdWords:

    Phn on loi i snh cm t tm kim: Xem d liu t kha ca bn c phn

    on theo loi i snh cm t tm kim, l cm t tm kim i snh r ng, i snh cm

    t v i snh chnh xc kch hot t kha ca bn. Vic ny cho php bn so snh

    thng k chng hn nh s nhp chu t, s ln hin th, t l nhp (CTR) hoc t l chuyn

    i cho cm t tm kim kch hot qung co ca bn. S dng ty chn phn

    on ny xc nh xem t kha no ang thc y hiu sut tt nht cho loi i

    snh cm t tm kim c th.

    Ct "Loi i snh" trong bo co cm t tm kim: C t ny trong bo co cm t tm

    kim cho bn bit loi i snh no cho php ngi dng thy qung co ca bn khi

    h tm kim m t cm t c th. S dng th ng tin ny ci thin danh sch t kha

    ca bn.

    CPC t.

    Gi mi nhp chu t ti a (CPC t.a) l s tin cao nht bn s n sng tr cho m t nhp

    chu t. Bn c th t CPC t.a cho cc t kha ring l nu bn mun t gi thu cao

    hn hoc thp hn cho cc t kha ring l da trn hiu sut ca chng. Lu rng bn

    s kh ng tr nhiu hn CPC t.a ca mnh v thng th bn s tr t hn. Bn c th

    thy s tin trung bnh bn tr cho cc nhp chu t trong c t "CPC tr.bnh".

    Bn c th thy nhn "t ng" hoc "(nng cao)" bn cnh gi thu ca mnh. Di y

    l ngha ca chng:

    T ng: iu ny c ngha l AdWords s t ng t gi thu m bn thy trong

    c t ny. Bn c th thy "T ng" nu chin dch ca mnh ang s dng t gi

    thu t ng hoc chin lc gi thu linh hot ROAS mc tiu. Lu rng bn

    khng th chnh sa s tin gi thu ny.

    Nng cao: iu ny c ngha l h thng AdWords s iu chnh gi thu c hin

    th trn c s tng phin u gi t c mc tiu ca chin lc t gi thu

    m bn ang s dng, nh ti a ha chuyn i cho CPC nng cao hoc ti a ha

    gi tr chuyn i cho ROAS mc tiu. Lu rng i vi mi t kha trong nhm

    qung co ny s dng gi thu mc nh, AdWords c gng t gi thu trung bnh

    gn bng vi gi thu c hin th.

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=6324http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2454072http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2454072http://support.google.com/adwords/bin/answer.py?hl=vi&answer=68034http://support.google.com/adwords/bin/answer.py?hl=vi&answer=68034https://support.google.com/adwords/answer/2979071#Benefitshttps://support.google.com/adwords/answer/2979071#Benefits

  • 197

    Lu rng gi thu cho m t s chin lc t gi thu, nh ROAS mc tiu c th c

    t t ng v nng cao. Nu bn ang s dng ROAS mc tiu, gi thu c hin th

    kh ng c s dng cho phin u gi Mng hin th.

    C t "CPC t.a" ch s n c trn tab T kha.

    im cht lng

    C t ny s hin th im cht lng ca t kha, php o mc lin quan v hu ch

    ca qung co v trang ch i vi ngi xem qung co.

    C t ny ch c s n trn tab T kha.

    C R tng i

    CTR tng i l cch o xem qung co ca bn ang hot ng nh th no trn Mng

    hin th so vi qung co ca nh qung co ang xut hin trn cng trang web.

    Chng t i tnh CTR tng i bng cch ly t l nhp ca bn chia cho t l nhp trung

    bnh ca tt c cc nh qung co trn nhng v tr qung co ca bn c hin th. V

    y l s liu cnh tranh, kh ng phi l s liu tnh. S liu ny s thay i da trn cc

    trang web m qung co ca bn xut hin v nhng g cc nh qung co khc thc

    hin.

    C t ny ch c s n trn tab Chin dch v tab Nhm qung co.

    d:

    Gi s nh qung co bn my nh k thut s ang nhn c Nhp chu t qua

    Mng hin th l 0,05%. Nh qung co ny ang xut hin trn m t trang v nhip

    nh trn Mng hin th cng vi ba nh qung co khc. Cc nh qung co khc

    ang nhn c CTR l 0,005%.

    Nh qung co u tin nhn c CTR ln gp 10 ln so vi CTR ca i th cnh

    tranh (0,05%/0,005% = 10). Do mi ngi ch hn n cc sn phm ca nh qung

    co ny nn nh qung co ny c CTR tng i rt cao (10).

    c phn pht

    C t ny cho bit phn trm thi gian m qung co ca bn c hin th c lin

    quan n phn cn li ca qung co ang hot ng trong cng m t nhm qung co.

    C t ny ch c s n trn tab Qung co.

    M o

    Khi bn so snh % phc v gia hai qung co, hy m bo iu chnh phm vi ngy

    cho m t khong thi gian khi c hai qung co chy c so snh chnh xc.

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=140351

  • 198

    Phn trm phc v qung co hoc s ln hin th c tch ly cho mi qung co trong

    nhm qung co ca bn khc nhau l iu bnh thng. Cc yu t sau y nh hng

    n tn sut xut hin ca m t qung co nht nh:

    Xoay vng qung co

    Theo mc nh, tt c cc chin dch c t thnh phn pht qung co ti u

    ha. iu ny c ngha l nu m t qung co c t l nhp (CTR) cao hn, qung

    co s hin th thng xuyn hn cc qung co khc trong nhm qung co ca

    bn. H thng ny t ng u tin nhng qung co hot ng tt hn mang li

    nhiu lu lng truy cp hn cho trang web ca bn.

    Bn c th chn kh ng tham gia phn pht qung co ti u ha nu bn mun h

    thng AdWords xoay vng qung co ca mnh m t cch kh ng u. Nu bn

    lm nh vy, hy lu rng qung co ca bn vn c th tch ly phn trm phc

    v qung co hoc s ln hin th khc nhau. iu ny l do h thng AdWords xem

    xt im cht lng ca qung co khi xp hng qung co trn trang kt qu

    tm kim. Qung co c im cht lng cao c th xut hin trn trang u tin

    ca kt qu tm kim, ni qung co tch ly hin th mi khi c phn pht. Mt

    khc, qung co c im cht lng thp c th xut hin trn trang th hai ca kt

    qu tm kim, ni qung co s ch tch ly hin th nu ngi dng nhp qua

    n trang .

    Thi gian

    Nu qung co c to vo cui ngy, qung co s c phn trm phc v qung

    co thp hn so vi qung co hin ti khi ngy kt thc. Chnh lch ny s gim

    i theo thi gian.

    Trng thi ph duyt

    Nu qung co cha c xem xt v chp thun, qung co s ch xut hin trn

    Google. Nu cha to ra hin th trn Mng Google, qung co s c phn trm

    phc v qung co thp hn.

    Tng chi ph

    Tng chi ph m chin dch tch ly trong khung thi gian bn chn.

    C t ny ch c s n trn tab Chin dch.

    M o

    C th so snh hiu sut gia cc phm vi ngy v xem kt qu trong cc c t ca bng thng

    k.

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=112876http://support.google.com/adwords/bin/answer.py?hl=vi&answer=112876http://support.google.com/adwords/bin/answer.py?hl=vi&answer=140351

  • 199

    Bn mun bit qung co ca mnh c nhp thng xuyn hn vo Th Su hay Ch nht?

    Bn mun d dng so snh s ln hin th ca nhm qung co theo qu? AdWords cung cp

    nhiu cch so snh hiu sut theo thi gian.

    Bn c th xem hiu sut AdWords qua thi gian theo cc cch sau:

    So snh hiu sut gia hai khong thi gian

    Phn on d liu ca bn theo cc khong thi gian

    S dng ch xem Thi gian trong tab Th nguyn

    So snh hiu sut gia hai khong thi gian

    Gi s bn mun bit chin dch ca mnh hot ng vo tun trc nh th no so vi tun

    trc . Hoc c th bn mun xem d liu cho thng hin ti c so vi thng ny nm

    ngoi. Bn c th xem tt c so snh ny bng cch s dng ty chn "so snh ngy" trong trnh

    n th xung phm vi ngy.

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo mi tn xung trong phm vi ngy gc pha trn bn phi ca mn hnh.

    4. Hy m bo t ty chn "So snh ngy" thnh BT.

    5. Trong phn trn cng ca trnh n, chn phm vi ngy bn quan tm. Sau , trong phn

    bn di "So snh ngy", chn xem liu bn mun so snh Giai on trc hay Cng k

    nm ngoi hoc to so snh Ty chnh. (Nu bn chn Ty chnh, bn s c nhc nhp

    phm vi ngy c th).

    6. Nhp vo Tm. Bn s thy kt qu cho c hai khong thi gian c ghi vo biu hiu

    sut ca mnh.

    xem s liu so snh trong bng thng k, bn cn nhp vo biu tng + xut hin trong

    tng tiu c t ca bn. Lm nh vy s m r ng c t thnh bn c t hin th: khong thi gian

    hin ti, khong thi gian trc , tr s thay i gia hai khong thi gian v t l phn trm

    thay i.

    Khi bn chn m t khong thi gian, c ring v m t phn ca so snh, th nhng ngy p

    dng trn ti khon ca bn (cho n khi bn thay i ).

    Tnh nng "so snh ngy" cho php bn so snh hiu sut trn hai khong thi gian, nhng

    kh ng qu hai khong thi gian. V d: nu bn mun xem hiu sut mi ngy trong thng trc,

    bn nn s dng cc phn on m chng t i m t bn di.

    Phn on d liu theo thi gian

    Phn on c th cung cp ch xem chi tit hn v d liu ca bn. V d: gi s bn s dng

    h p phm vi ngy v chn "Tun trc" xem xt hiu sut tng th ca tun trc. Nhng

    https://adwords.google.com.vn/

  • 200

    sau bn quyt nh mnh mun xem d liu ca tun c chia nh theo ngy. thc

    hin vic ny, bn nn s dng phn on.

    Khi bn to phn on "Ngy trong tun", m t hng d liu ca bn s tr thnh tm hng d

    liu: hng ban u c ng vi m t hng mi cho mi ngy trong tun.

    Nhp vo nt Phn on pha trn bng thng k ca bn v chn hi gian t trnh n th

    xung. Vic ny s chia bng thng k ca bn thnh cc hng da trn khong thi gian bn

    chn.

    Cc ty chn bao gm:

    Ngy trong tun (v d: Th Hai, Th Ba, Th T)

    Ngy (v d: Th T, ngy 21 thng 12 nm 2011)

    Tun

    Thng

    Qu

    Nm

    Gi trong ngy

    S dng ch xem "Thi gian" trong tab Th nguyn

    Tab h nguyn cho php bn chia nh d liu theo khong thi gian trong nhm qung co,

    chin dch hoc ton b ti khon ca mnh. V d: bn c th mun theo di hiu sut ca

    nhm qung co theo gi xem nhm qung co hot ng tt nh th no ti cc thi im

    khc nhau trong ngy. Bn c th s dng nhng hiu bit ny lp lch qung co ca

    mnh cho nhng gi m qung co c kh nng nhn c s lng hin th v nhp chu t

    nhiu nht.

    V d: bn c th chy m t bo co so snh tng s nhp chu t ca bn trong thng M t trn

    cc nhm qung co hoc tm hiu xem m t chin dch nht nh c CTR tt hn vo lc 10 gi

    sng hay 2 gi chiu. Bn xem d liu ca mnh nh th no l ty thu c vo bn.

    Di y l cch xem hiu sut theo khong thi gian trong tab Th nguyn:

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

    2. Nhp vo tab Chin dch.

    3. Chn chin dch hoc nhm qung co bn mun xem trong bng iu khin bn cnh.

    Bn cng c th xem thng k cho ton b ti khon ca mnh bng cch nhp vo Tt c

    cc chin dch trc tuyn trong bng iu khin.

    4. xem d liu cho m t khong thi gian c th, hy nhp vo trnh n phm vi ngy

    gc trn cng bn phi ca trang v chn khong thi gian bn mun phn tch.

    5. Nhp vo tab Th nguyn.

    6. Nhp vo nt Xem trong thanh cng c pha trn bng thng k ca bn.

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=136676http://support.google.com/adwords/bin/answer.py?hl=vi&answer=136676https://adwords.google.com.vn/

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    7. Chn Thi gian t trnh n th xung, sau chn Ngy, Tu n, Thng, v.v.... Bng thng

    k ca bn s cp nht d liu thi gian.

    8. Khi bng thng k ging nh cch bn mun, bn c th ti xung d liu trong bo co.

    Ch cn nhp vo nt ti xung trong thanh cng c.

    5.5. To, lu v lp lch bo co

    Bn c th tm d liu hiu sut c th m bn quan tm bng cch ty chnh bng thng k ti

    khon AdWords s dng c t, phn on v b lc. Khi bng c giao din chnh xc nh bn

    mun, bn c th ti xung lm bo co nhiu nh dng v AdWords s t ng lu n cho

    bn. Bn cng c th thit lp bo co chy trong nhng khong thi gian c th v lp lch bo

    co c gi qua email cho bn hoc nhng ngi khc c quyn truy cp vo ti khon ca

    bn.

    Vi AdWords, bn lu n lu n c hai ty chn d dng xem v phn tch d liu hiu sut ca

    mnh:

    Ty chnh bng thng k ca bn trong tab Chin dch s dng c t, phn on v b lc

    nhn c d liu m bn cn trong nhy mt.

    To bo co m t ln hoc nh k t d liu trong bng thng k m bn c th ti xung,

    lp lch v chia s vi nhng ngi khc.

    Thc hin theo cc bc bn di to v ti xung bo co v lp lch bo co c gi nh

    k qua email.

    Ty chnh bng thng k ca bn to bo co

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

    2. Nhp vo tab Chin dch.

    3. Chuyn n tab cha bng thng k bn mun ti xung. m bo rng bng cha phm

    vi ngy, cc c t, b lc v phn on m bn mun a vo bo co ca mnh. Cc phn

    on m bn p dng cho d liu trong bng s hin th trong bo co ca bn di

    dng c t. Tm hiu cch to ch xem d liu ty chnh ca bn

    Ti xung bng lm bo co

    1. Nhp vo trong thanh cng c bn trn bng m bng iu khin ti xung.

    2. Trong bng iu khin ti xung, hy t tn cho bo co ca bn.

    3. S dng trnh n th xung " nh dng" chn loi tp cho bo co ca bn.

    http://adwords.google.com.vn/http://support.google.com/adwords/bin/answer.py?hl=vi&answer=166377

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    Gi email v lp lch bo co ca bn

    1. gi bo co ca bn qua email cho chnh bn hoc cho ngi khc, hy nhp vo lin

    kt Gi email v lp lch bo co trong bng iu khin ti xung. Chn ngi nhn bo

    co v tn sut bn mun to bo co.

    2. Nhp vo To. Bo co m t ln s ti xung ngay lp tc.

    3. Bn khng phi lu bo co ca mnh. Chng ti t ng lu bt k bo co no m bn

    ti xung trong phn Bo co ca bng iu khin bn cnh ca ti khon AdWords truy

    cp trong tng lai.

    Thay i tn sut ca cc bo co hin ti

    Hy cc email bo co hoc thay i ngi nhn email

    M o

    Ngoi vic iu chnh tn sut v ngi nhn bo co nh c m t trn, bn cng c th

    d dng to bin th ca bo co hin ti vi ty chn o tng t v chnh sa tn, nh

    dng v phm vi ngy ca bo co hin ti. Ch cn nhp vo Bo co trong bng iu khin

    bn tri ca ti khon AdWords, bn di danh sch chin dch to nhng loi thay i

    ny.

    Khi bo co chy

    Bo co cho ti khon c nhn bt u chy lc 1 gi sng theo mi gi ch nh ca bn. Bo

    co cho Trung tm khch hng (MCC) bt u chy lc 5 gi sng theo mi gi ch nh ca

    bn. Bo co cho cc ti khon kh ng c mi gi c ch nh s bt u chy lc 1 gi sng

    theo gi PT cho ti khon c nhn v lc 5 gi sng theo gi PT cho ti khon MCC.

    5.6. Tm, chnh sa hoc xa bo co

    Chng t i lu bo co tit kim thi gian ca bn. Sau khi bn to v ti xung bo co t

    tab Chin dch, bn c th thy cc bo co trong danh sch. T danh sch ny, bn c th

    chy cng cc bo co bt c khi no bn mun hoc s dng cc bo co to bo co

    tng t.

    Bn cng c th thc hin cc thay i cho ci t bo co ca mnh trc tip t danh sch. Bn

    c th thay i tn, nh dng, ngi nhn email, phm vi ngy hoc tn sut. Nu bn kh ng

    cn mun d liu na, bn cng c th xa bo co hon ton.

    Xem danh sch cc bo co ca bn

    Hy thc hin theo cc bc sau:

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

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2375468https://adwords.google.com.vn/

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    2. Nhp vo tab Chin dch.

    3. Nhp vo Bo co pha bn tri ca trang, bn di danh sch cc chin dch v th vin

    c chia s ca bn.

    4. Nu bn ti xung cc bo co, bn s thy danh sch trong bng gia mn hnh.

    Nhp vo Chy ngay by gi xem bo co bn chn. Hoc, nhp vo o bo co tng

    t (nu c) to bo co mi bng cch sa i bo co hin ti.

    Chnh s c i t bo co t danh sch bo co ca bn

    Trc khi bn nhp vo Chy ngay by gi x l cc con s mi nht trn bo co yu thch

    ca mnh, hy xem li ci t bo co v cp nht cc ci t (nu mun) trc tip t danh

    sch.

    Bn c th cp nht cc ci t sau y t danh sch bo co:

    1. nh dng: chn xem thng tin ca bn bng cc nh dng khc nhau (v d: Excel hoc

    tp .pdf).

    2. Email: gi bo co cho chnh bn v/hoc ngi khc bng email.

    3. Phm vi ngy: thay i khung thi gian.

    4. T n sut: to lch biu lin tc t ng chy cc bo co.

    Hy thc hin theo cc bc sau:

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo Bo co pha bn tri ca trang, bn di danh sch chin dch ca bn.

    4. Tm bo co ca bn v nhp vo ci t ca bo co -- tn, nh dng, email, phm vi ngy

    hoc tn sut -- chnh sa cc ci t trc tip trn trang.

    to bin th ca bo co (v d: bng cch thm ngi nhn bo co mi, cc phm vi ngy

    hoc chin dch khc nhau), hy nhp vo o bo co tng t (nu c) trong c t "Tc v" cho

    bo co.

    Xa bo co

    Hy thc hin theo cc bc sau:

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo Bo co pha bn tri ca trang, bn di danh sch chin dch ca bn.

    4. Chn h p cho bo co bn mun xa v nhp vo Xa.

    M o

    Sp xp danh sch bo co ca bn bng cch nhp vo tiu c t.

    https://adwords.google.com.vn/https://adwords.google.com.vn/

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    Nu bn ang c gng hy email cho cc bo co c lp lch, bn c th ch cn thay i

    tn sut email ca bo co m khng xa bo co. Nhp vo la chn trong c t "Tn sut"

    cho bo co v chn Mt l n trong trnh n xut hin.

    5.7. Hiu sut ti khon, chin dch v nhm qung co

    AdWords c t chc thnh ba cp : ti khon, chin dch v nhm qung co. Bng cch t

    mnh lm quen vi cc cp khc nhau ca ti khon AdWords, bn c th d dng tm c

    d liu hiu sut chnh xc m bn ang tm kim.

    Hy lu ba cp ny, bn c th ty chnh ch xem ca d liu hiu sut ca bn lm

    cho ch xem r ng hoc c th nh bn mun. gip bn iu hng, bng iu khin bn

    cnh ca ti khon AdWords bt u vi cp r ng nht -- "Tt c chin dch trc tuyn" -- v

    thu hp tp trung khi bng iu khin di chuyn xung. Sau khi nhp vo chin dch ring l, bn

    s thy nhm qung co nm trong mi chin dch.

    Ti khon ca bn c lin kt vi m t a ch email, mt khu v th ng tin thanh ton duy

    nht. Cho mc ch bo co, mc d hu ch khi ngh rng ti khon ca bn l m t tp hp cc

    chin dch. Nu bn mun xem d liu hiu sut cho ton b ti khon ca mnh, hy nhp

    vo t c chin dch trc tuyn trong bng iu khin bn cnh ca ti khon AdWords ca

    bn. Tng s cho tt c cc hng c lit k cui bng thng k ca bn.

    Xem d liu cho ton b ti khon ca bn

    Xem thng k cho ton b ti khon c tng quan nhanh v hiu sut AdWords tng th ca

    bn.

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tab Tham s.

    4. Nhp vo nt Ch xem chn khong thi gian m bn mun s dng t chc

    thng k ca mnh.

    5. Khi bng d liu thng k ging theo cch bn mun, ch cn nhp vo nt ti xung

    ti xung bng thng k lm bo co.

    Chin dch qung co ring l c ngn sch v ci t ring xc nh ni cc qung co ca

    bn xut hin v c to thnh t m t tp hp cc nhm qung co. Mi chin dch ca bn

    c lit k trong bng iu khin bn cnh ca ti khon AdWords ca bn v cc chin dch

    cng xut hin khi bn nhp vo tab Chin dch gia mn hnh.

    http://adwords.google.com.vn/

  • 205

    Xem d liu chin dch

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tn chin dch m bn quan tm xem nhm qung co ca chin dch

    ang hot ng nh th no. xem cc chin dch c th cho bo co ca bn, hy

    nhp vo nt B lc thit lp b lc chin dch.

    4. Khi bng d liu thng k ging theo cch bn mun, ch cn nhp vo nt ti

    xung ti xung bng thng k lm bo co.

    Nhm ung co ca bn c cha m t lot cc qung co tng t cng nh t v cm t,

    c gi l t kha, m bn mun kch hot qung co ca mnh hin th. Khi bn nhp vo

    m t chin dch, AdWords s hin th cho bn ch xem hiu sut ca chin dch c chia

    nh theo cc nhm qung co ring l ca chin dch. Bn cng c th xem d liu nhm

    qung co bng cch nhp vo tab Nhm ung co gia mn hnh.

    Xem d liu nhm qung co

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

    2. Nhp vo tab Chin dch.

    3. Chn nhm qung co m bn quan tm.

    o a vo tt c nhm qung co t m t chin dch c th, hy nhp vo tn chin

    dch trong bng. Bn s c a n tab "Nhm qung co" cho chin dch .

    o a vo tt c nhm qung co trong ti khon ca bn, hy nhp vo tab Nhm

    qung co trong khi xem "Tt c cc chin dch trc tuyn".

    o a vo cc nhm qung co c th t cc chin dch khc nhau, trc tin, hy

    nhp vo tab Nhm qung co trong khi xem "Tt c cc chin dch trc tuyn". Sau

    nhp vo nt B lc thit lp b lc nhm qung co.

    V d:

    Hy xem cch m t doanh nghip c th thit lp chin dch v nhm qung co AdWords

    ca mnh. Ti khon thu c v nh sn xut s -c-la (ngon tuyt!) ngi mun qung co

    sn phm ca mnh tng doanh s bn hng trc tuyn.

    Ch s hu quyt nh t chc n lc qung co ca h vo hai chin dch. M t chin

    dch qung b loi thanh ko s -c-la mi v chin dch th hai qung b h p qu tng

    ngy l ca h. H chia mi chin dch thnh cc nhm qung co c lin quan c

    nhm mc tiu. M t trong cc nhm qung co cho chin dch thanh ko s -c-la c

    dnh ring cho thanh ko mm x i ph bin ca c ng ty. M t nhm qung co khc dnh

    ring cho thanh ko caramel v nhm th ba cho thanh ko s -c-la ngm vi gng. Ti

    khon s ging nh bn di:

    Ti khon:

    Nh sn xut s-c-la

    http://adwords.google.com.vn/http://support.google.com/adwords/bin/answer.py?hl=vi&answer=6323http://adwords.google.com.vn/

  • 206

    Chin dch 1:

    Thanh ko s-c-la

    Chin dch 2:

    H p qu tng Ngy l tnh nhn

    Nhm qung co:

    Thanh ko mm xi

    Thanh ko caramel

    Thanh ko gng

    Nhm qung co:

    h p qu gim gi 30%

    Giao h p qu min ph

    S-c-la cho Valentine xa x

    Mi nhm qung co c th cha nhiu qung co. iu ny gip nh sn xut s -c-la

    so snh v d nh hiu sut cho vn bn qung co khc nhau v xem m t phin bn to

    nn nhiu nhp chu t hn hoc bn c nhiu hn phin bn khc hay kh ng.

    Khi bn quen vi cu trc ti khon AdWords ca mnh, bn c th xem v ty chnh d liu

    trong bng thng k v ti xung bo co theo di hiu sut chin dch, cc chin dch

    ring l v nhm qung co -- cng nh qung co v t kha ca bn.

    5.8. nh gi hiu sut qung co trn ng tm kim

    Bn to qung co ca mnh, qung co bt u v ang chy. Bc tip theo ca bn l tm

    hiu cch qung co hot ng. Thng k theo di nh s nhp chu t, s ln hin th v t l

    nhp l m t cch tuyt vi bt u. M t iu cng quan trng l suy ngh v nhng g bn

    ang c gng thc hin vi chin dch ca ca bn, do , bn c th tp trung vo thng k c

    th gip bn t c mc tiu ca mnh.

    Nu bn mi s dng tnh nng theo di hiu sut, hy bt u bng cch nhp vo tab Chin

    dch trong ti khon AdWords ca mnh. Bng thng k trn tab Qung co v kha trong

    tab Chin dch cung cp ch xem hon chnh, c th ty chnh cho tt c d liu ca bn. Bn

    c th gi li bo co n gin hoc tm hiu k hn th ng tin chuyn su chi tit hn vo thnh

    c ng ca chin dch ca bn.

    S l n nhp chut, s l n hin th v t l nhp

    gip bn nhn c d liu theo di ph hp cho qung co chy trn Mng tm kim,

    chng t i khuyn bn nn theo di s ln nhp chu t, s ln hin th v c bit l t l nhp

    (CTR) ca qung co v t kha ca bn. CTR l t l phn trm s ngi nhp vo qung co

    ca bn sau khi h nhn thy qung co. Bng cch theo di t l ny, bn c th m bo rng

    qung co v t kha ca bn c sc hp dn i vi khch hng. Tm cc thng k ny c lit

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=90956http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2615875http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2615875

  • 207

    k trong c t trong bng thng k ca ti khon ca bn. Nu bn kh ng thy cc thng k, hy

    nhp vo nt Ct v chn cc thng k m bn mun bt.

    Video ny gii thch tm quan trng ca s ln nhp chu t, s ln hin th v t l nhp o

    lng s thnh c ng trong ti khon Google AdWords ca bn.

    Bn cng c th mun theo di th ng tin sau v qung co v t kha ca mnh:

    Hiu sut qung co

    Trng thi: Trong c t "Trng thi" ca bng thng k trn tab Qung co ca bn, bn c

    th thy tng qung co ca mnh ang chy.

    V tr trung bnh: Tm kim c t "V tr trung bnh" (V tr tr.bnh) trong bng thng k trn

    tab ti khon ca bn tm hiu chnh xc ni qung co ca bn ang xut hin trn

    trang kt qu tm kim ca Google. V tr t 1 n 10 thng xut hin trn trang u tin

    ca kt qu tm kim. y l cch tt nht kim tra v tr ca nhiu qung co cng m t

    lc.

    Nu bn kh ng thy c t ny trong bng thng k ca bn, bn c th thm c t bng cch

    chuyn n tab kha, sau nhp vo nt Ct v chn "Ty chnh c t" t trnh n th

    xung. Nhp vo Hiu sut, sau thm "V tr tr.bnh"

    Bin th qung co: Nu bn c nhiu qung co trong m t nhm qung co, qung co

    ca bn s c xoay vng v ln lt hin th. Bng cch so snh hiu sut ca cc qung

    co khc nhau, bn c th tm hiu xem khch hng ca mnh nhn thy iu g hp dn

    nht. V d: xem qung co no c CTR cao nht v ci thin nhng qung co c CTR thp

    nht. Chng ti khuyn bn nn th nghim t hai n bn qung co trong m t nhm

    qung co cng m t lc.

    Hiu sut t kha

    Trng thi t kha: C t Trng thi ca bng thng k trn tab T kha cho bn bit liu

    mi t kha ca bn c kch hot qung co chy hay khng. Nhp vo biu tng bong

    bng thoi c tm tt mi trng thi ca t kha. Hoc nhp vo nt trnh n

    th xung Chi tit t kha, sau chn Chn on t kha xem nhiu t kha cng

    m t lc.

    im cht lng: C t ny gip bn theo di im cht lng ca t kha. C t ny b v

    hiu theo mc nh trong cc ti khon mi, nhng bn c th lm cho c t ny xut hin

    trong bng thng k ca mnh bng cch chuyn n tab T kha, sau nhp vo

    nt Ct.

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=140351

  • 208

    Cm t tm kim: Bn c th thy cc cm t tm kim thc t hng lu lng truy cp

    n qung co ca mnh trn tab T kha. T nt th xung Chi tit t kha, trong phn

    "Cm t tm kim", chn Tt c xem danh sch tm kim kch hot qung co ca

    bn. Bn c th s dng th ng tin ny nhn din t kha no thnh cng nht v tm

    cc t kha mi thm vo ti khon ca mnh. Nu bn thy cc cm t khng c lin

    quan ang kch hot qung co ca mnh, bn c th thm cc cm t ny di dng t

    kha ph nh ngn kh ng cho qung co ca bn hin th trn cc cm t ny.

    Theo di thng k da trn mc tiu chin dch ca bn

    M t iu lu n quan trng l hy lu mc tiu chin dch ca ring bn khi bn xem thng k

    ti khon ca mnh. Ty thu c vo nhng g bn mun t c, cc thng k nht nh s c

    lin quan v hu ch cho bn, trong khi cc thng k khc c th kh ng hu ch. Chn mc tiu

    t danh sch bn di xem cc xut khc v nhng g cn theo di:

    Li tc u t

    Nhn thc v thng hiu

    Lu lng truy cp vo trang web ca bn

    Doanh thu v chuyn i

    Theo di thng k cho qung co trn in thoi di ng trn cc thit b cao cp

    S dng nt Phn on xem d liu trong chin dch ca bn c phn on theo thit b.

    Vic ny cho php bn so snh cc s liu thng k chng hn nh s ln nhp chu t, s ln

    hin th, CTR hoc t l chuyn i dnh cho my tnh bn v in thoi di ng cao cp. Phn

    on d liu ca bn c th gip bn xc nh xem nhng chin dch, nhm qung co, qung

    co hoc t kha no ang mang li hiu sut tt nht cho m t loi thit b c th, c bit i

    vi cc chin dch kt hp my tnh bn v thit b di ng.

    M o

    Di y l m t s d liu bn c th kh ng bit. Bn c th xem URL ch hot ng cho

    ton b ti khon hoc chin dch v nhm qung co c th nh th no. Ch cn nhp vo

    tab Tham s, sau nhp vo Ch xem v chn " RL ch" t trnh n th xung.

    5.9. nh gi hiu sut qung co trn ng hin th

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=105671http://support.google.com/adwords/bin/answer.py?hl=vi&answer=105671http://support.google.com/adwords/bin/answer.py?hl=vi&answer=1722066http://support.google.com/adwords/bin/answer.py?hl=vi&answer=1722064http://support.google.com/adwords/bin/answer.py?hl=vi&answer=1722035http://support.google.com/adwords/bin/answer.py?hl=vi&answer=1722068http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2684490

  • 209

    Cc tab Mng hin th v Qung co cung cp thng k gip bn

    nh gi hiu sut qung co ca mnh, cho d bn l ngi mi

    s dng qung co hin th hnh nh v ch mun bit cc th ng

    tin c bn hay qung co hin th c m t thi gian v mun

    i su vo thng k hiu sut v i tng tn dng nhiu hn

    na cc chin dch ca bn.

    M o

    Vic nh gi hiu sut qung co c thng xuyn hay kh ng l ty thu c vo bn. Nu bn

    l ngi mi s dng qung co hin th hnh nh, hy c gng dnh t m t gi tr ln mi

    tun.

    Thng tin chi tit c bn

    Xc nhn rng qung co ca bn ng hin th

    Kim tra xem qung co ca bn ang chy hay b tm dng t tab Qung co.

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

    2. Nhp vo tab Chin dch v chn chin dch ca bn.

    3. Nhp vo tab Qung co.

    4. Trong c t "Trng thi", hy tr n biu tng bong bng thoi bn cnh trng thi ca bt

    k phng php nhm mc tiu no ca bn. Bn s thy xc nhn cho bit qung co ca

    bn ang chy hay khng chy v l do cho trng thi ca qung co.

    Nhng iu nn xem xt:

    Xc nh nhng qung co khng chy.

    Hiu l do ti sao qung co ca bn khng chy v nhng g bn c th lm gii quyt

    vn .

    Ly d nh sch tr ng web ti ung co ca bn xut hin

    Xem cc trang web, video v ng dng hin th qung co ca bn t tab V tr.

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

    2. Nhp vo tab Chin dch v chn chin dch ca bn.

    3. Nhp vo tab Mng hin th.

    4. Nhp vo tab V tr.

    http://adwords.google.com.vn/http://adwords.google.com.vn/

  • 210

    1. Xem xt v tr c qun l ca bn xem ni qung co ca bn xut hin da trn

    trang web c th bn thm vo.

    2. Xem xt v tr t ng ca bn xem ni qung co xut hin da trn phng php

    nhm mc tiu, chng hn nh t kha hin th v ch hin th.

    3. Nhp vo trnh n th xung "Xem chi tit" xem danh sch RL trang web ni

    qung co ca bn hin th. ( c danh sch v tr t ng y trn ton b ti

    khon hoc chin dch c th, hy chuyn n tab Th nguyn, nhp vo trnh n

    th xung "Xem" v chn "V tr t ng".)

    Lu

    M t s RL bn thy c th kh ng y . C th c RL qu di hoc c cha th ng tin c

    nhn v ngi xem v tr , nh tn ngi dng hoc mt khu. Khi iu ny xy ra, RL

    c rt ngn bng m t hnh elip v c th b ly i m t phn, c kh nng a bn n m t

    trang khc vi trang m qung co ca bn c hin th.

    Nhng iu nn xem xt:

    V tr hot ng tt v c th hot ng tt hn khi tng gi thu.

    V tr khng lin quan hoc hot ng km loi tr.

    V d:

    M t c ng ty t chc hot ng ngoi tri c chin dch i b d ngoi ti Yosemite . Cng ty

    s dng v tr c qun l v mun tm thm trang web nhm mc tiu.

    V tr Trng thi Chin dch

    S l n hin

    th

    Chuyn

    i

    half-dome-hikes.com c qun

    l

    i b d ngoi ti

    Yosemite

    1.500 20

    adventure-hikes.com T ng i b d ngoi ti

    Yosemite

    1.500 25

    yosemite-power-

    drinks.com

    T ng i b d ngoi ti

    Yosemite

    3.000 2

    hikes-for-kids.com T ng i b d ngoi ti

    Yosemite

    2.000 0

  • 211

    Trong tab V tr, v tr t ng half-dome-hikes.com hot ng tt, do ngi qun l ti

    khon thm n lm v tr c qun l cho chin dch. Mt khc, cc v tr t ng yosemite-

    power-drinks.com vhikes-for-kids.com hot ng km. Cc v tr ny cng ang hng n

    nhng ngi kh ng phi i tng mc tiu ca c ng ty, do ngi qun l ti khon loi

    tr cc v tr ny.

    Xem liu qung co ca bn c ng nhn c hin th v nhp chut hay khng

    Tm hiu xem qung co ca bn c kim c bt k hin th, nhp chu t, v.v... t tab Qung

    co hay khng.

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

    2. Nhp vo tab Chin dch v chn chin dch ca bn.

    3. Nhp vo tab Qung co xem thng k hiu sut cho qung co ca chin dch.

    Nhng iu nn xem xt:

    Mc khc nhau ca cc qung co khi so snh v hiu sut

    Qung co no hot ng tt hn cc v tr nht nh

    nh dng qung co no (hnh nh, video, vn bn) hot ng tt hn

    V d:

    Chin dch i b d ngoi ti Yosemite ny c hai qung co khc nhau.

    Qung co Chin dch Nhp chut Chuyn i

    ni Half dome

    i b d ngoi ti Yosemite 150 20

    Ngi i b d ngoi

    i b d ngoi ti Yosemite 150 5

    Qung co ni Half dome nhn c nhiu chuyn i hn qung co Ngi i b d ngoi ,

    v vy ngi qun l ti khon quyt nh xa qung co sau khi chin dch ny.

    http://adwords.google.com.vn/

  • 212

    Thng k hiu sut v nhn khu hc

    Xc nh nhm mc tiu qung co thu c kt qu.

    Lt qua cc tab trong tab Mng hin th xem cc phng php nhm mc tiu qung co

    ca bn hot ng nh th no.

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

    2. Nhp vo tab Chin dch v chn chin dch ca bn.

    3. Nhp vo tab Mng hin th.

    4. Nhp vo bt k tab ph no: T kha hin th, V tr, Ch , S thch & tip th li,

    tui v Gii tnh.

    Nhng iu nn xem xt:

    Xa phng php nhm mc tiu khng hot ng tt hoc hn ch i tng ca bn qu

    nhiu.

    Xc nh cc phng php nhm mc tiu lm cho qung co ca bn xut hin cc v tr

    thch hp nht v trc i tng bn nhm n.

    V d:

    Ngi qun l ti khon s dng cc ch nh i b d ngoi & cm tri nhm mc

    tiu qung co cho chin dch i b ngoi ti Yosemite ca mnh. Tuy nhin, v tr t ng

    m cc qung co ny xut hin da trn nhm mc tiu theo ch ca ngi qun l

    kh ng c lin quan nh mong mun. V vy, anh quyt nh s dng ng thi cc t kha

    hin th nh i b d ngoi ti ni half dome v i b d ngoi ti Yosemite nhm mc

    tiu qung co ca mnh.

    Hiu su v l do ti sao qung co ca bn c i snh vi mt v tr c th

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

    2. Nhp vo tab Chin dch v chn chin dch ca bn.

    3. Nhp vo tab Mng hin th.

    4. Nhp vo tab V tr.

    5. Nhp vo trnh n th xung "Phn on" v chn "Ch nhm mc tiu". Bn s thy v

    tr ca bn c chia ra thnh cc danh mc sau:

    o Nhm mc tiu t ng: v tr c i snh do nhm mc tiu t ng bi Trnh

    ti u ha chin dch hin th tm thy.

    http://adwords.google.com.vn/http://adwords.google.com.vn/

  • 213

    o i snh nhm mc tiu hin th khc: v tr i snh nhm mc tiu theo v tr

    c qun l, s thch v tip th li, ch , gii tnh hoc tui.

    o i snh ng cnh t kha: v tr c lin quan theo ng cnh vi t kha bn chn.

    o i snh t kha r ng: v tr c lin quan vi t kha bn chn v cc yu t khc, k

    c trang m ngi xem qung co ca bn duyt gn y.

    Tm hiu nhm nhn khu hc n o ng xem ung co ca bn

    Khm ph cc nhm nhn khu hc bn ang tip cn t tab tui v Gii tnh. Bn s thy

    cc thng k ny, ngay c khi bn cha thm nhm mc tiu nhn khu hc.

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

    2. Nhp vo tab Chin dch v chn chin dch ca bn.

    3. Nhp vo tab Mng hin th.

    4. Nhp vo tab tui hoc Gii tnh xem thng k hiu sut.

    Nhng iu nn xem xt

    Nhm nhn khu hc c chuyn i cao

    Nhm nhn khu hc c gi mi chuyn i thp.

    Nhm tui hay gii tnh khng thu c i tng mc tiu ca bn m bn c th loi tr

    M t s nhm nht nh bn mun nhm mc tiu vi qung co v phng php nhm

    mc tiu ph hp hn vi i tng

    V d:

    Chin dch i b d ngoi ti Yosemite ny qung co cc chuyn du lch c lin quan n tt

    c cc nhm tui.

    Tui Chin dch T l nhp

    18-24 i b d ngoi ti Yosemite 0,26%

    25-34 i b d ngoi ti Yosemite 0,20%

    35-44 i b d ngoi ti Yosemite 0,16%

    45-54 i b d ngoi ti Yosemite 0,16%

    http://adwords.google.com.vn/

  • 214

    55-64 i b d ngoi ti Yosemite 0,14%

    Kh ng xc nh i b d ngoi ti Yosemite 0,15%

    Ngi qun l ti khon nhn thy t l nhp cao hn nhng ngi c nhm tui 18 - 24.

    Do nhng ngi trong nhm tui ny c xu hng nhp vo qung co trong chin dch ny

    thng xuyn hn so vi cc nhm tui khc, nn anh quyt nh xem xt li lm cho

    qung co v nhm mc tiu hp dn cc nhm tui khc.

    Lu

    Nu bn loi tr nhng ngi trong danh mc "kh ng xc nh", bn c th s loi tr m t

    s i tng mc tiu ca mnh.

    5.10. Hiu bo co Theo di chuyn i

    Khi bn thit lp Theo di chuyn i, bn s c quyn truy cp vo tp hp cc bo co hu

    ch v chuyn i ca mnh (nhng hnh ng quan trng m khch hng thc hin trn trang

    web ca bn, chng hn nh mua hng hoc ng k email).

    Nhng bo co ny c gi l Knh tm kim. D nhin, "Tm kim" l ch nhng ngi ang

    tm kim trn Google. "Knh" ch m t lot cc bc m khch hng ca bn thc hin trc

    khi hon tt chuyn i. Hy ngh y l ng dn (hoc knh) m th ng qua khch hng

    ca bn tip cn chuyn i.

    Knh tm kim c th cung cp cho bn th ng tin chi tit hn v qung co, nhp chu t v cc

    yu t khc l m t phn trong chin dch trc tuyn ca bn. iu ny cung cp cho bn cm

    nhn tt hn v khch hng ca bn v cui cng, hiu qu ca qung co v t kha m bn

    to.

    Chng t i s cho bn bit ni tm thy bo co Knh tm kim v nhng bo co c th cho

    bn bit g bn di.

    https://support.google.com/partners/answer/answer.py?answer=6365

  • 215

    Tm bo co

    Thc hin theo cc bc trong ti khon ca bn

    Nhp vo lin kt ny chuyn n ti khon ca bn v c hng dn bo co Knh tm

    kim.

    Hoc bn c th c cc hng dn bn di.

    Tm bo co theo di chuyn i ca bn

    1. Nhp vo tab Cng c v phn tch trong ti khon AdWords ca bn v chn "Chuyn

    i".

    2. pha bn tri ca trang, nhp vo lin kt Knh tm kim.

    3. By gi, bn s thy m t chui cc bo co m bn c th nhp vo tm hiu thm

    v nhp chu t v chuyn i.

    Thm thng tin d liu chuyn i vo cc bng trn tab Chin dch ca bn

    1. Trn tab Chin dch, hy nhn vo bng bn di v nhp vo nt Ct.

    2. , bn s thy d liu m bn c th thm vo bng d liu ca mnh. Chn h p d

    liu m bn mun bao gm.

    Bo co v d liu

    Bn cnh bo co ng quan v Chuyn i hng u bn s thy trn trang Knh tm kim,

    bn cng s tm thy m t vi loi bo co chi tit hn. Bo co chuyn i da trn chuyn i

    nhiu l n cho mi nhp chut tr khi c tuyn b khc i. Cc loi bo co ny bao gm:

    Bo co v cc kiu tm kim ca khch hng

    Bo co ny, c gi l ng dn hng u, hin th cho bn cc ng dn ph bin

    nht m khch hng ca bn thc hin hon tt chuyn i. Bo co cung cp thng tin

    ny da trn cc qung co c hin th hoc c nhp hay c hai, trc khi chuyn

    https://support.google.com/partners/answer/answer.py?answer=6365https://support.google.com/partners/answer/answer.py?answer=6365

  • 216

    i xy ra. Bn trong bo co ny, c bn bo co c th hn. Nhp vo cc lin kt bn

    di tm hiu v tng bo co:

    Bo co ng dn h ng u (S nhp chut)

    Bo co ny cho bit chui t kha m khch hng nhp vo trc khi hon

    tt chuyn i v tn sut m chui xy ra.

    V d: hng th t ca bo co ng dn hng u (S nhp chu t) ny cho

    thy rng c 24 chuyn i m trong khch hng nhp ln u vo qung

    co cho t kha "blog th v c", sau nhp vo qung co cho t kha

    "c blog" v sau nhp vo qung co cho "blog hi hc c", trc khi

    hon tt chuyn i. Bo co ny c s n cp chin dch, nhm qung co v t

    kha.

    Bo co ng dn h ng u (S l n hin th)

    Bo co ny cho thy nhiu t kha c lin quan m khch hng tm kim

    trc khi hon tt chuyn i. Bo co cng cho thy chui t kha m qung

    co xut hin cho khch hng khi h tm kim, bt k h c nhp vo hay

    khng.

    V d: hng trn cng ca bo co ng dn hng u (S ln hin th) ny cho

    thy rng c 199 chuyn i m trc tin khch hng tm kim v xem

    qung co cho t kha "blog hi hc", sau tm kim li v xem qung co

    cho cng t kha trc khi hon tt chuyn i. i vi mi ng dn ny,

    khch hng c th nhp vo m t trong hai qung co hoc c hai. Bo co ny

    c s n cp chin dch, nhm qung co v t kha.

    bo v quyn ring t ca mi ngi, bo co ny c ct nh vi tn sut

    10 chuyn i hoc t hn.

    Bo co ng dn h ng u (ng dn truy vn)

    Bo co ny cho thy tm kim thc t ca khch hng. Bo co ny khc vi

    ng dn t kha trong Knh tm kim, phn nh t kha c i snh bi

    tm kim ca khch hng.

  • 217

    V d: bo co ny cho thy rng 9 khch hng tm kim "blog ni ting" hai

    ln trc khi chuyn i.

    ng dn truy vn s ch phn nh qung co tm kim c nhp, kh ng phn

    nh s ln hin th tm kim. M t s lng nh cc chuyn i -- ni kh ng th

    pht hin d liu nht nh -- c th c lc khi bo co ng dn truy vn.

    Bo co ng dn h ng u (Chuyn tip)

    Bo co ny cng cho thy ng dn, nhng thu gn bt k t kha no

    c lp li trong qu trnh thc hin. iu ny hu ch xem ng dn

    chuyn i c cc t kha khc nhau v cch khch hng di chuyn gia cc t

    kha.

    V d: hng trn cng ca bo co ng dn hng u (Chuyn tip) ny cho

    thy rng c 30 chuyn i m trc tin khch hng tm kim v nhp vo

    qung co cho t kha "blog hi hc" m t hoc nhiu ln, sau tm kim

    v nhp vo qung co cho t kha "blog hi hc" m t hoc nhiu ln trc khi

    chuyn i. Bo co ny c s n cp t kha, nhm qung co v chin dch.

    Bo co v nhp chut h tr, hin th h tr v chuyn i c h tr

    Th ng thng, "nhp chu t cui cng" trc khi chuyn i nhn c tt c tn dng.

    Nhng cng c nhng yu t tr gip nh c th cng hng dn khch hng ca bn

    n chuyn i . C th, nhng yu t tr gip ny l:

    o Nhp chut h tr: Tt c cc nhp chu t dn n chuyn i -- ngoi tr nhp

    chut cui cng -- cho mi t kha.

    o Hin th h tr: Qung co hin th nhng kh ng c khch hng nhp vo khi

    h tm kim.

    Bo co hp chut v hin th h tr nhn dng nhng yu t tr gip nh ny, v vy,

    bn c th thy chng hu ch nh th no cho cc chin dch ca mnh. Nhp vo lin kt

    bn di xem thm chi tit v bo co ny:

    Bo co Nhp chut v hin th h tr

    Bo co ny cho bn bit nhp chu t v hin th h tr c th tr gip ngi

    dng nhn nhp chu t cui cng trc khi h mua sn phm hoc ng k

    bn tin ca bn.

  • 218

    Bo co ny cng cho bn thy t l nhp chu t h tr/nhp chu t cui cng v

    hin th h tr/nhp chu t cui cng. Nhng t l ny tr gip xc nh thm cc

    t kha c th kh ng c ch nu bn ch xem xt nhp chu t cui cng.

    Bo co ny da trn chuyn i mt l n cho mi nhp chut.

    V d:

    Bn s hu m t spa dnh cho ch v bn ang chy m t chin dch trc

    tuyn. M t trong nhng t kha ca bn, "mt xa chn min ph" nhn c

    rt nhiu nhp chu t cui cng trc khi khch hng mua cho ch ca h.

    M t trong nhng t kha khc ca bn, "nu ng chiu ch", kh ng nhn c

    nhiu nhp chu t cui cng. Nhng sau bn xem xt bo co Phn tch h

    tr v thy rng t kha ny mang rt nhiu khch hng n trang web ca

    bn, nhng ngi mun duyt qua m t cht trc khi mua cc dch v ca

    bn. V iu ny, bn u t nhiu hn vo "nu ng chiu ch", mang nhiu

    lu lng truy cp hn vo trang web ca bn.

    Cch tt nht xc nhn gi tr h tr ca t kha l bng cch kim tra xem

    tng u t c ci thin ROI hay kh ng.

    Bo co chuyn i c h tr

    Mc d tng t vi bo co "nhp chu t h tr", bo co "chuyn i c h

    tr" c m t s khc bit quan trng. Thay v xem xt qung co ca bn cung

    cp bao nhiu nhp chu t hoc hin th h tr, cc tab ny hin th s lng

    chuyn i m qung co ca bn h tr.

    V d: nu khch hng nhp vo hai qung co cho t kha "hng ha" trc

    khi nhp vo qung co cho t kha "ca hng" v chuyn i sau th iu

    ny s tnh l hai "nhp chu t h tr" nhng ch m t "chuyn i c h tr".

    Bo co ny l ti nguyn tuyt vi nhanh chng xc nh xem t kha no

    ang gip thc y nhiu chuyn i nht. Bn c th nhn thy rng m t s t

    kha l nhp chu t cui cng cho rt t chuyn i nhng thc s h tr

    nhiu chuyn i. Trong cc trng hp , bn c th chn th nghim tng

    u t cho cc t kha ny xem bn c th thc y nhiu chuyn i hn

    cho doanh nghip ca mnh hay khng.

    Bao gm D liu h tr trong bo co ct li ca bn

    https://support.google.com/partners/answer/answer.py?answer=6365

  • 219

    V d liu h tr v d liu chuyn i c h tr hu ch nht khi c xem xt

    cng vi phn cn li ca d liu hiu sut ca bn, chng t i to th ng tin

    ny s n c trong t kha, nhm qung co, chin dch v bo co qung co ca

    bn. Cc thng k nh nhp chu t h tr, hin th h tr v chuyn i c h

    tr c th cung cp cho bn bc tranh hon thin hn v gi tr ca t kha ring

    l ca bn. bao gm cc d liu ny trong cc bo co ct li ca bn, ch cn

    iu hng tr li vi m t trong cc tab ny, nhp vo "ty chnh c t" v tm kim

    danh mc Knh tm kim bn tri ca trnh n th xung ty chnh c t. Bng

    cch tch hp trc tip th ng tin ny vo bo co ca bn, bn c th a ra

    quyt nh c nhm mc tiu d dng hn kh ng ch da trn s liu th ng

    thng nh gi mi nhp chu t (CPC) trung bnh, t l nhp (CTR) v t l chuyn

    i, m cn da trn gi tr m t kha ca bn ng gp trong ton b tri

    nghim tm kim.

    Lu , nu Theo di chuyn i hin c bt, nhng bn kh ng thy d liu

    trong cc c t ny, c th kh ng c d liu cho phm vi ngy bn chn. (D liu

    ny kh ng c s n cho nhng ngy trc ngy 1 thng 5 nm 2011).

    Bo co v nhp chut u tin v nhp chut cui cng

    Nhp chu t u tin l m t cch hay tm thy t kha no gii thiu khch hng n

    trang web ca bn, trong khi nhp chu t cui cng gip bn thy t kha no hon tt

    chuyn i. Hy ngh y l cc nhn vin bn hng khc nhau trong ca hng bch ha:

    m t nhn vin bn hng c th l ngi u tin ni chuyn vi khch hng, trong khi m t

    nhn vin bn hng khc kt thc giao dch.

    Bo co v tnh thi gian

    Nhng bo co ny c th cung cp cho bn ngha ca cc bc m khch hng thc hin

    hoc cc trang h truy cp khi hon tt chuyn i. Quy trnh ny thng c gi l knh,

    dn n chuyn i hoc mc tiu kinh doanh. Nhng bo co ny cng c th cung cp

    cho bn ngha v vic knh thc hin trong bao lu.

    hp v o cc lin kt bn di tm hiu thm v t ng bo co:

    d i ng dn

    Bo co ny cung cp cho bn ci nhn mc cao v cc bc m khch hng

    ca bn thc hin hoc cc trang h xem trong qu trnh hon tt chuyn i.

    Di y l bo co tp trung vo nhp chu t:

  • 220

    iu ny cho thy rng hu ht chuyn i ca bn xy ra sau nhiu nhp chu t,

    cho bn bit rng c th c m t s c h i tinh chnh t kha v qung co ca

    mnh. Lu rng bo co ny ch phn nh cc t kha v qung co trong ti

    khon ca bn, v vy, l l do ti sao nhng ng dn nhp chu t ny c v

    ngn hn bn c th mong i.

    Bn cng c th s dng bo co di ng dn xem xt hin th. V d:

    bn c th xem hu ht chuyn i xy ra sau khi khch hng tm kim nhiu ln

    hay ln u tin h thy qung co ca bn.

    Tr thi gian

    Nh bn c th on, bo co ny c lin quan n thi gian. C th, phi mt bao

    nhiu thi gian khch hng hon tt chuyn i sau nhng iu sau y:

    Hin th u tin ca qung co hin th hnh nh

    Nhp chu t u tin ca h vo trang web ca bn

    Nhp chu t cui cng ca h vo trang web ca bn

    V tng th, c rt nhiu d liu v th ng tin tuyt vi c thu thp t ti khon

    AdWords ca bn. Bi v c th mt m t thi gian nh tt c, hy nhp vo lin

    kt bn di c bn tm tt v cc thut ng m chng t i cp y.

    Bn tm tt v thut ng chuyn i

    Nhp chut h tr: Mi nhp chu t vo qung co tm kim xy ra trc "nhp

    chu t cui cng" trc khi chuyn i.

    Chuyn i c h tr: S lng chuyn i c chin dch, nhm qung

    co hoc t kha c th h tr. Chuyn i c h tr khng bao gm chuyn i

    nhp chu t cui cng.

    Nhp chut h tr / Nhp chut cui cng: T l nhp chu t h tr / nhp chu t

    cui cng cho m t chin dch, nhm qung co hoc t kha c th.

    Hin th h tr: Mi hin th qung co tm kim kh ng c nhp vo v xy ra

    trc khi chuyn i.

    Hin th h tr / Nhp chut cui cng: T l hin th h tr / nhp chu t cui

    cng cho m t chin dch, nhm qung co hoc t kha c th.

    Nhp chut cui cng: Mi nhp chu t vo qung co tm kim xy ra ngay

    trc chuyn i.

  • 221

    Chuyn i nhp chut cui cng: S lng chuyn i c chin dch, nhm

    qung co hoc t kha c th di dng nhp chu t vo ngay trc qung co tm

    kim.

    di ng dn (S l n hin th): Tng s ln hin th qung co tm kim trc

    chuyn i. Qung co tm kim c th c nhp hoc kh ng c nhp.

    di ng dn (S nhp chut): Tng s nhp chu t vo qung co tm kim,

    k c "nhp chu t cui cng", trc khi chuyn i.

    Tr thi gian (t l n hin th u tin): Tng s thi gian t khi ngi xem thy

    m t trong cc qung co tm kim ca bn ln u tin (c nhp hoc cha c

    nhp) cho n khi chuyn i.

    Tr thi gian (t nhp chut u tin): Tng s thi gian t khi ngi dng nhp

    vo m t trong cc qung co tm kim ca bn ln u tin cho n khi chuyn i.

    Tr thi gian (t nhp chut cui cng): Tng s thi gian t khi "nhp chu t cui

    cng" xy ra cho n khi chuyn i. C th c tr thi gian ng k t nhp chu t

    cui cng, do AdWords s tnh m t nhp chu t xy ra sau nhp chu t cui cng

    trong thi lng chuyn i.

    ng dn hng u (S nhp chut): M t chui nhp chu t vo qung co tm

    kim dn n chuyn i. C th cp t kha, nhm qung co v chin dch.

    ng dn hng u (S l n hin th): M t chui hin th qung co tm kim

    dn n chuyn i. C th cp t kha, nhm qung co v chin dch.

    ng dn hng u (Ch s nhp chut, Chuyn tip): Thu hp "nhp chu t lp

    li" lin tip trn ng dn chuyn i.

    ng dn hng u (Ch s l n hin th, Chuyn tip): Thu hp "hin th lp li"

    lin tip trn ng dn chuyn i.

    D liu chuyn i xem qua

    Chuyn i xem qua xy ra khi khch hng xem qung co hnh nh hoc qung co a truyn

    th ng, sau hon tt chuyn i trn trang web ca bn. iu ny khc vi Chuyn i nhp

    qua, xy ra khi khch hng nhp vo m t qung co (chng hn nh trn Tm kim ca

    Google hoc Mng hin th c Google) trc y v sau hon tt chuyn i trn trang

    web ca bn.

    D liu bn thy trong cc bo co ca mnh c th b nh hng bi cch bn ang theo di

    chuyn i xem qua. Di y l cch thc hin, ty thu c vo vic tnh nng c c bt hoc

    b v hiu trong ti khon ca bn hay kh ng:

    https://support.google.com/partners/answer/answer.py?answer=3046555https://support.google.com/partners/answer/answer.py?answer=117120

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    B v hiu: Nu khch hng xem qung co hin th hnh nh ca bn, khng nhp vo

    qung co v sau nhp vo qung co chin dch tm kim, chng ti s tnh m t chuyn

    i xem qua v m t chuyn i nhp chu t.

    Bt: Nu khch hng xem qung co hin th hnh nh ca bn, khng nhp vo qung co

    v sau nhp vo qung co tm kim, chng ti s ch tnh loi chuyn i cui cng (v

    d: chuyn i nhp chu t).

    Li ch ca chuyn i xem qua

    Chuyn i xem qua l cch hu ch theo di gi tr ca cc chin dch qung co hin th

    hnh nh ca bn trn Mng hin th ca Google. l do chuyn i xem qua o lng cc

    chuyn i m khch hng xem -- nhng kh ng nhp vo -- qung co hin th hnh nh trn

    Mng hin th ca Google trc khi hon tt chuyn i. Ngc li, iu ny c th gip xc nh

    nhng ni tt nht qung co.

    Thit lp chuyn i xem qua

    xem li hoc thit lp ci t chuyn i xem qua cho chuyn i c th, hy thc hin theo

    cc bc sau:

    1. ng nhp vo ti khon AdWords ca bn.

    2. Nhp vo tab Cng c v phn tch, sau chn chuyn i.

    3. Nhp vo chuyn i bn mun chnh sa, sau nhp vo tab Nng cao.

    4. Nhp vo V hiu hoc Bt theo di chuyn i xem qua.

    D liu chuyn i thp

    i khi, cc s chuyn i thp hn bn c th mong i trn bo co ca mnh. iu ny c th

    xy ra v m t vi l do. Di y l nhng l do ph bin nht:

    Chuyn i c tnh trong thi hn chuyn i bn chn.

    Theo di chuyn i AdWords ch ghi li chuyn i xy ra trong thi hn chuyn i bn

    chn sau khi qung co AdWords c nhp vo. Do , nu khch hng ca bn hon

    tt chuyn i sau thi gian , chuyn i s kh ng c ghi li.

    Khch hng v hiu cookie

    Nu khch hng v hiu ha cookie trong trnh duyt web ca mnh trc khi truy cp

    vo trang web ca bn hoc chn cookie theo di chuyn i ca Google, chng ti khng

    th ghi li chuyn i ca h -- kh ng c cookie ghi li thng tin.

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    Khch hng khng truy cp vo trang web ca bn thng qua Google

    Nu khch hng tip cn trang web ca bn thng qua m t cng c tm kim khc Google,

    chuyn i ca khch hng s kh ng c ghi li.

    M o

    Bn c th chn gia 30 (mc nh), 60 v 90 ngy ca d liu lch s dn n ti a m t

    chuyn i bng cch s dng ca s lch s chuyn i. i vi bt k khong thi gian

    no bn chn, bn s c th thy s ln hin th qung co tm kim v s nhp chu t trong

    khong thi gian trc khi chuyn i. Thng tin s c bao gm trong tng bo co

    Knh tm kim, vi ty chn chuyn qua li gia cc khong thi gian.

    Bn c th so snh s lt chuyn i ca Mng hin th v t l chuyn i tm kim trong

    bo co ca mnh xung n cp nhm qung co.

    Tm dng chin dch hoc gii hn ngn sch ca bn c th ct gim khch hng tim

    nng ang gia qu trnh nghin cu sn phm ca bn.

    Nu bn bit rng khch hng truy cp nhiu ln trc khi chuyn i, hy xem xt thu ht

    li nhng khch truy cp lp li ny -- gi s vi n i dung trang web c nhm mc tiu

    hoc gim gi.

    5.11. o lng hiu sut t kha cho cc chin dch tm kim

    Ging nh tt c nhng ngi qun l tt thng xuyn nh gi hiu sut ca nhn vin, bn

    c th mun xem xt hiu sut t kha ca mnh xem t kha no ang gip bn p ng

    cc mc tiu qung co ca mnh cho cc chin dch nhm mc tiu theo Mng tm kim ca

    Google. thc hin iu ny, bn c th xem v ti xung hiu sut t kha ca mnh t

    khong thi gian c th hoc ty chnh bng thng k AdWords theo di cc t kha ca bn

    hot ng nh th no theo loi i snh. Bn cng c th chy chn on t kha xem xt

    im cht lng ca t kha ca mnh.

    Xem v ti xung hiu sut t kha ca bn

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tab T kha. m bo rng bng thng k ca bn cha phm vi ngy, cc

    c t, b lc v phn on m bn mun a vo bo co ca mnh. Cc phn on m

    bn p dng cho d liu trong bng s hin th trong bo co ca bn di dng

    c t. Tm hiu cch to ch xem ty chnh d liu ca bn.

    4. Nhp vo nt Ti xung .

    https://adwords.google.com.vn/http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2450261http://support.google.com/adwords/bin/answer.py?hl=vi&answer=166377

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    5. Bn s thy bng iu khin Ti xung v lp lch bo co pha trn bng thng k ca

    bn.

    6. t tn cho bo co ca bn v sau chn loi nh dng.

    7. Nhp vo To.

    Lu

    Do lng th ng tin ln phi c thu thp to cc bo co, d liu hon chnh cho

    m t ngy nht nh kh ng c s n cho n 3 gi chiu theo gi PT vo ngy h m sau.

    S dng cc phn on, ct hoc b lc c th theo di thng k t kha

    Bn c th ty chnh bng thng k ca mnh xem d liu t kha bng cch sau:

    Phn on: Chia d liu ca bn thnh cc hng theo cc ty chn m bn chn

    (nh ngy, loi nhp chu t hoc thit b).

    Ct: Thm cc loi d liu c th vo bng thng k ca bn.

    B lc: Tm kim thng k bn mun xem.

    S dng cc phn on xem hiu sut ca loi i snh cm t tm kim

    Bn c th xem d liu t kha ca mnh c phn on theo loi i snh cm t

    tm kim, l cc cm t tm kim i snh r ng, i snh cm t v i snh chnh

    xc kch hot t kha ca bn. Vic ny cho php bn so snh thng k chng hn

    nh s nhp chu t, s ln hin th, CTR hoc t l chuyn i dnh cho cm t tm kim

    kch hot qung co ca bn. S dng cc ty chn phn on xc nh xem t

    kha no ang mang li hiu sut tt nht cho m t loi i snh cm t tm kim c

    th.

    phn on d liu ca bn theo loi i snh cm t tm kim, hy nhp vo

    nt Phn on pha trn bng thng k ca bn v chn "Loi i snh cm t tm

    kim" t trnh n th xung.

    S dng c t theo di im cht lng

    im cht lng l thc o mc lin quan ca qung co, t kha v trang ch ca

    bn vi khch hng. Mi t kha s nhn c im cht lng trn thang t l t 1

    n 10, trong 1 l im thp nht v 10 l im cao nht.

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    bt c t im cht lng, chuyn n tab kha v nhp vo nt Ct pha trn

    bng thng k ca bn, sau chn Ty chnh ct. Trong phn huc tnh, nhp vo

    lin kt Thm bn cnh im cht lng.

    S dng c t xem c tnh gi thu trang u tin v c tnh gi thu u trang

    ca bn

    c tnh gi thu trang u tin v gi thu u trang ca bn l gi thu gi mi nhp

    chut (CPC) gn ng cn qung co ca bn tip cn trang u tin trong kt qu

    tm kim ca Google hoc u trang khi cm t tm kim i snh chnh xc vi t kha

    ca bn. c tnh da trn im cht lng ca bn v cnh tranh gia nh qung co

    hin ti cho t kha . Nu c tnh gi thu trang u tin ca bn rt cao, iu c

    th c ngha l im cht lng ca t kha km.

    xem c tnh gi thu trang u tin hoc gi thu u trang c tnh ca bn,

    chuyn n tab kha v nhp vo nt Ct pha trn bng thng k ca bn, sau

    chn Ty chnh ct. Trong phn huc tnh, nhp vo lin kt Thm bn cnh Gi

    th u trang u tin c c tnh hoc Gi th u u trang c c tnh.

    S dng c t xem loi i snh t kha ca bn

    Loi i snh t kha ca bn l cc ty chn i snh t kha -- r ng, cm t, chnh

    xc -- m chng t i s dng xc nh tm kim no ca Google c th kch hot

    qung co ca bn xut hin. Bn c th thy nhiu hin th, nhp chu t v chuyn i

    hn cho qung co vi m t s loi i snh hoc t hin th hn v nhm mc tiu hp

    hn vi cc loi i snh khc.

    theo di loi i snh t kha c th hot ng nh th no, chuyn n tab

    kha v nhp vo nt Ctpha trn bng thng k ca bn, sau chn Ty chnh ct.

    Trong phn huc tnh, nhp vo lin kt Thm bn cnh Loi i snh.

    S dng b lc sp xp d liu t kha ca bn

    B lc cho php bn tm kim cc loi d liu c th bn c th d dng nh gi

    hiu sut t kha ca mnh. Bn c th lc d liu ca mnh xem t kha no

    iu kin kch hot qung co hoc c th bn mun xem t kha no c li tc u t

    tt.

    to b lc, chuyn n tab kha v nhp vo nt B lc, sau chn o b lc.

    Trong bng iu khin b lc, chn b lc m bn mun s dng t trnh n th

    xung.

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=116495http://support.google.com/adwords/bin/answer.py?hl=vi&answer=116495http://support.google.com/adwords/bin/answer.py?hl=vi&answer=6324

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    Chn on t kha ca bn

    Nu bn mun bit liu t kha ca mnh c hin th qung co hay kh ng hoc nu bn

    mun c nh chp nhanh im cht lng ca t kha, bn c th d dng chn on

    t kha ca mnh. Hy thc hin theo cc bc bn di xem liu bn mun chn

    on cc t kha ring l hay nhiu t kha cng m t lc.

    Chn on cc t kha ring l:

    1. Nhp vo tab Chin dch.

    2. Nhp vo tab T kha.

    3. Di chu t qua bong bng thoi bn cnh trng thi t kha ca bn xem liu t

    kha ca bn c hin th qung co v im cht lng ca qung co hay khng.

    Nu t kha ca bn khng hin th qung co, chng ti s gii thch nguyn nhn

    v gip bn gii quyt vn . Bn cng s thy bng phn tch im cht lng,

    bao gm mc lin quan ca t kha, tri nghim trang ch v thi gian ti trang

    ch ca bn.

    Chn on nhiu t kha cng m t lc:

    1. Nhp vo tab Chin dch.

    2. Nhp vo tab T kha.

    3. Nhp vo trnh n th xung "Chi tit".

    4. Chn Chn on t kha.

    5. Bn s thy bng iu khin Chn on t kha ni bn c th ty chnh chn

    on ca mnh tr li cc cu hi c th v kh nng hin th qung co ca bn.

    V d: bn c th kim tra xem nhng ngi trn cc tn min c th ca Google,

    nhng ngi s dng Google bng ngn ng c th hoc nhng ngi cc quc

    gia c th c ang xem qung co ca bn hay khng. Chn thu c tnh m bn

    mun kim tra.

    6. Nhp vo Chy th nghim.

    7. Khi bn nhn c kt qu t chn on ca mnh, thng tin trong c t Trng

    thi s thay i. xem cc kt qu cho m t t kha c th, hy di chu t qua li

    thoi trong c t Trng thi. Nhp vo lin kt ng bn trn bng xa chn on

    ca bn.

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2453978

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    Lu

    Kt qu chn on ca bn ch c th p dng vo thi im khi bn chy chn on v c

    th nhanh chng tr nn li thi. Chn on gn y nht ca bn s c k hiu bng m t

    du thi gian pha trn bng thng k ca bn ("Chn on hon tt - -"). Chy m t chn

    on t kha mi khi no bn mun xem d liu mi.

    5.12. o lng kh nng hin th v tn sut

    Bng cch phn tch d liu kh nng hin th v tn sut, bn c th tm hiu s ngi xem

    qung co ca bn v s ln h xem qung co trong m t khong thi gian nht nh. Kh

    nng hin th l s lng khch hng duy nht xem m t qung co c th trong m t khong thi

    gian xc nh. Tn sut l s ln ti thiu m t ngi dng duy nht xem qung co ca bn

    trong m t khon thi gian nht nh.

    D liu kh nng hin th v tn sut hng ngy, hng tun v hng thng c s n cho mi chin

    dch CPM Gi mi nghn ln hin th trn Mng hin th, cng nh l chin dch Gi mi nhp

    chu t (CPC) trn Mng hin th ang s dng qung co da trn s thch v/hoc gii hn t n

    sut. Bo co kh dng t ngy 1 thng 9 nm 2011 n hin ti.

    Xem d liu kh nng hin th v t n sut

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tab Tham s. Nu bn mun chy bo co cho m t chin dch hoc nhm qung

    co c th, hy nhp vo tn chin dch trong bng iu khin bn cnh.

    4. Nhp vo Ch xem trong thanh cng c pha trn bng, sau nhp vo Kh nng

    hin th v t n sut. Bn c th chn xem thng k hng ngy, hng tun hoc hng

    thng.

    5. ti xung d liu trong bo co, hy nhp vo nt ti xung trong thanh cng c

    pha trn bng.

    Google tnh ton kh nng hin th v t n sut nh th no?

    Google tnh ton tn sut c tnh bng cch thu thp d liu t nhm mu. D liu ny sau

    c p dng vo tp hp y s ln hin th xc nh kh nng hin th c tnh.

    http://support.google.com/adwords/bin/answer.py?answer=6310http://support.google.com/adwords/bin/answer.py?answer=140185http://support.google.com/adwords/bin/answer.py?answer=117579http://support.google.com/adwords/bin/answer.py?answer=117579https://adwords.google.com.vn/

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    V d: gi s mi khch hng t nhm mu thy qung co trung bnh hai ln v c tng c ng

    500 ln hin th cho qung co. Kh nng hin th c tnh ton bng cch chia 500 cho hai

    xc nh kh nng hin th l 250 ngi dng duy nht. (Lu rng AdWords gim thiu kh

    nng m bt k ai c tnh hai ln, bao gm nhng ngi t li cookie ca h.)

    Bn c bit...

    Bn c th ngc nhin khi thy du phy trong c t gi dng duy nht, Nhp

    chut v Chuyn i nh sau:

    1.809.601,18

    Do tn sut c tnh da trn d liu nhm mu, c tnh ngi dng duy nht v s

    nhp chu t tip theo ca h kh ng phi lu n l m t s nguyn.

    Gii thiu v gii hn t n sut

    Nu bn bt tnh nng gii hn tn sut cho m t chin dch, bn s ch nh gii hn cho s

    lng hin th bn s cho php mi ngy, mi tun hoc mi thng cho m t ngi dng ring l

    trn Mng hin th ca Google. Bn cng chn c p dng gii hn cho mi qung co, nhm

    qung co hoc chin dch hay kh ng. Gii hn tn sut kh ng p dng cho Mng tm kim. Ci

    t gii hn tn sut c th hu ch nu bn mun gii hn s ln ai thy qung co ca bn

    hoc nu bn mun tp trung hn vo vic ginh hin th cho nhng ngi mi. Bn cng c th

    mun lu nhng iu sau:

    Thay i gii hn tn sut, nh thay i gii hn t hai thnh ba, c th mt ti a m t

    ngy c hiu lc.

    Mc d khng ph bin, s chm tr nh ca my ch c th lm gii hn tn sut m bn

    t ra b vt qu.

    Bn c th s dng d liu t cc c t CTR v T l chuyn i trong bo co tn sut ca

    mnh gip hng dn bn v v tr t gii hn.

    5.13. o lng hiu sut a l

    Xem hiu sut a l ca qung co hiu r hn v cch qung co ca bn ang hot

    ng cc v tr khc nhau.

    Bo co v tr trong AdWords c th hin th a im ni khch hng ca bn sng trn

    thc t hoc v tr h th hin s quan tm.

  • 229

    Rt ging nh mc ph bin ca m n ln s dng ng th Hawaii v trt tuyt bng xe

    Alaska, bn c th thy rng doanh nghip ca mnh kinh doanh pht t cc vng nht nh

    trn th gii. D liu hiu sut trong ti khon AdWords ca bn c th gip bn xc nh nhng

    khu vc a l , nn bn c th quyt nh ni tp trung nhiu hn n lc v ngn sch

    qung co ca mnh.

    Bo co a l v v tr ngi dng

    Nu bn p dng ci t nhm mc tiu theo v tr v chin dch ca bn chy m t thi

    gian, bn c th theo di hiu sut theo v tr trong tab Ci t, trong V tr.

    Bn c th xem d liu t hai loi bo co v tr khc nhau:

    Nhng g kch hot qung co ca bn (a l): Hin th v tr thc t ca khch hng

    hoc v tr m h th hin s quan tm thng qua tm kim hoc n i dung m h

    xem.

    gi dng ca bn u (v tr ca ngi dng): Ch hin th v tr thc t ca khch

    hng, bt k bt k v tr no m h c th th hin s quan tm.

    Bo co a l ca bn cho php bn xem hiu sut qung co ca mnh cp c th nht c s n

    cho nhm mc tiu -- ni cch khc, nu bn ang nhm mc tiu Hoa K, bn c th xem d

    liu v tr tr xung cp m bu in, trng i hc hoc sn bay. iu ny s cho bn ci nhn

    chi tit hn v v tr ni m chin dch ca bn ang hot ng tt.

    Lu rng bo co v tr ca bn ch c th hin th d liu v cc loi mc tiu v tr m bn c

    th nhm mc tiu trong quc gia. V d: ti n , nh qung co c th nhm mc tiu cp

    vng, v vy, bo co v tr ca bn cho n s hin th d liu cho cc vng. Ti cc quc gia

    kh ng c nhm mc tiu cp vng hoc thnh ph, d liu theo a l ch s n c cp quc gia.

    Tm hiu thm v cch chng ti xc nh v tr a l khi hin th qung co ca bn.

    Cch p dng bo co v tr

    Bn c th ko bo co cho nhng g kch hot qung co ca bn v m t bo co

    khc cho ni ngi dng ca bn , sau ph chng nhn tng v v tr ca

    khch hng, ngay c khi h quan tm n m t v tr khc vi v tr thc t ca h.

    V d:

    Bn s hu m t ca hng sch ti Sacramento. Khi bn ko bo co cho "Nhng g

    kch hot qung co ca bn" (bao gm v tr thc t v v tr ca d liu s thch),

    https://support.google.com/adwords/bin/answer.py?hl=vi&answer=6317https://support.google.com/adwords/answer/1722075https://support.google.com/adwords/answer/2453995

  • 230

    bn thy rng bn c 70 hin th qung co ti Sacramento v 30 hin th qung

    co ti San Francisco.

    Sau , bn ko bo co cho "V tr ca ngi dng " (ch bao gm d liu v tr thc

    t) v thy rng bn nhn 10 hin th qung co ti Sacramento v 90 hin th ti

    San Francisco.

    Bn kt lun rng hu ht mi ngi tm kim doanh nghip ca bn trn thc t u

    San Francisco, v vy, bn quyt nh phn b thm ngn sch qung co ca mnh

    .

    Cch xem bo co v tr ca bn

    1. Nhp vo tab Chin dch.

    2. Chn chin dch hoc nhm qung co bn mun xem trong bng iu khin bn cnh.

    Bn cng c th xem thng k cho ton b ti khon ca mnh bng cch nhp vo Tt

    c chin dch trc tuyn trong bng iu khin.

    3. Nhp vo trnh n phm vi ngy gc trn cng bn phi ca trang v chn khong

    thi gian bn mun xem xt.

    4. Nhp vo tab Ci t.

    5. Nhp vo V tr (bn di tab Ci t).

    6. Nhp vo Xem bo co v tr v chn Nhng g kch hot qung co ca

    bn hoc V tr ca ngi dng ca bn t trnh n th xung. D liu ca bn s

    c hin th theo v tr.

    7. Nu bn mun xem chi tit m t cp a l khc, hy chn h p bn cnh m t hoc nhiu

    v tr trong bng v nhp vo Chn ch xem cho...v tr. Bn s c th xem d liu

    cho cc loi mc tiu v tr c s n cho tt c cc v tr chn. Bn c th tip tc tinh

    chnh bo co bng cch chn v tr v nhp vo Chn ch xem cho...v tr.

    8. ti xung d liu trong bo co, nhp vo nt ti xung pha trn bng.

    Bin th trong s bo co a l

    D liu a l trong bng thng k AdWords ca bn c th khc nhau i cht gia cc d liu

    khc trong ti khon ca bn hoc cc ngun nh theo di bn th ba hoc nht k web. Nhp

    vo phn bn di xem m t vi l do c th c.

    L do cho bin th d liu

    Tm tt chin dch hoc thanh ton: D liu hiu sut c th hi khc nhau gia cc d

    liu trong tm tt chin dch hoc thanh ton do k thut thu thp d liu ca chng ti c

  • 231

    th khc nhau. Vi vic lp ha n v chi tiu ca chin dch, hy s dng cc bo co

    trong tab tm tt thanh ton.

    a ch IP: a ch IP thng c ch nh li v AdWords cp nht d liu IP ca n

    thng xuyn phn nh nhng thay i ny. Nh cung cp theo di bn th ba c th

    cp nht d liu IP ca h trn lch khc.

    Nhp chut khng hp l: AdWords lc ra nhp chut khng hp l, do s nhp

    chu t theo khu vc a l c th khc nhau gia nhng g c hin th bi cc ngun d

    liu khc.

    V tr thch: AdWords c th chn v tr m khch hng quan tm, nhng v tr m cc

    ngun d liu khc c th khng c kh nng pht hin ra.

    Ngun lu lng truy cp khc: Cc nh cung cp theo di bn th ba c th tnh tt c

    cc ngun lu lng truy cp vo trang web ca bn, thay v vic ch tnh lu lng truy cp

    AdWords. V d: gi s AdWords to ra 50 lt truy cp vo trang web ca bn nhng trang

    web ca bn c tng s 100 lt truy cp t tt c cc ngun. AdWords s ch bo co

    50 nhp chu t t lu lng truy cp ca AdWords.

    5.1 . o lng v so snh hiu sut theo cc khong thi gian

    Bn mun bit qung co ca mnh c nhp thng xuyn hn vo Th Su hay Ch nht?

    Bn mun d dng so snh s ln hin th ca nhm qung co theo qu? AdWords cung cp

    nhiu cch so snh hiu sut theo thi gian.

    Bn c th xem hiu sut AdWords qua thi gian theo cc cch sau:

    So snh hiu sut gia hai khong thi gian

    Phn on d liu ca bn theo cc khong thi gian

    S dng ch xem Thi gian trong tab Th nguyn

    So snh hiu sut gia hai khong thi gian

    Gi s bn mun bit chin dch ca mnh hot ng vo tun trc nh th no so vi tun

    trc . Hoc c th bn mun xem d liu cho thng hin ti c so vi thng ny nm

    ngoi. Bn c th xem tt c so snh ny bng cch s dng ty chn "so snh ngy" trong trnh

    n th xung phm vi ngy.

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

    2. Nhp vo tab Chin dch.

    https://support.google.com/adwords/bin/answer.py?hl=vi&answer=42995https://adwords.google.com.vn/

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    3. Nhp vo mi tn xung trong phm vi ngy gc pha trn bn phi ca mn hnh.

    4. Hy m bo t ty chn "So snh ngy" thnh BT.

    5. Trong phn trn cng ca trnh n, chn phm vi ngy bn quan tm. Sau , trong phn

    bn di "So snh ngy", chn xem liu bn mun so snh Giai on trc hay Cng k

    nm ngoi hoc to so snh Ty chnh. (Nu bn chn Ty chnh, bn s c nhc nhp

    phm vi ngy c th).

    6. Nhp vo Tm. Bn s thy kt qu cho c hai khong thi gian c ghi vo biu hiu

    sut ca mnh.

    xem s liu so snh trong bng thng k, bn cn nhp vo biu tng + xut hin trong

    tng tiu c t ca bn. Lm nh vy s m r ng c t thnh bn c t hin th: khong thi gian

    hin ti, khong thi gian trc , tr s thay i gia hai khong thi gian v t l phn trm

    thay i.

    Khi bn chn m t khong thi gian, c ring v m t phn ca so snh, th nhng ngy p

    dng trn ti khon ca bn (cho n khi bn thay i ).

    Tnh nng "so snh ngy" cho php bn so snh hiu sut trn hai khong thi gian, nhng

    kh ng qu hai khong thi gian. V d: nu bn mun xem hiu sut mi ngy trong thng trc,

    bn nn s dng cc phn on m chng t i m t bn di.

    Phn on d liu theo thi gian

    Phn on c th cung cp ch xem chi tit hn v d liu ca bn. V d: gi s bn s dng

    h p phm vi ngy v chn "Tun trc" xem xt hiu sut tng th ca tun trc. Nhng

    sau bn quyt nh mnh mun xem d liu ca tun c chia nh theo ngy. thc

    hin vic ny, bn nn s dng phn on.

    Khi bn to phn on "Ngy trong tun", m t hng d liu ca bn s tr thnh tm hng d

    liu: hng ban u c ng vi m t hng mi cho mi ngy trong tun.

    Nhp vo nt Phn on pha trn bng thng k ca bn v chn hi gian t trnh n th

    xung. Vic ny s chia bng thng k ca bn thnh cc hng da trn khong thi gian bn

    chn.

    Cc ty chn bao gm:

    Ngy trong tun (v d: Th Hai, Th Ba, Th T)

    Ngy (v d: Th T, ngy 21 thng 12 nm 2011)

    Tun

    Thng

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    Qu

    Nm

    Gi trong ngy

    S dng ch xem "Thi gian" trong tab Th nguyn

    Tab h nguyn cho php bn chia nh d liu theo khong thi gian trong nhm qung co,

    chin dch hoc ton b ti khon ca mnh. V d: bn c th mun theo di hiu sut ca

    nhm qung co theo gi xem nhm qung co hot ng tt nh th no ti cc thi im

    khc nhau trong ngy. Bn c th s dng nhng hiu bit ny lp lch qung co ca

    mnh cho nhng gi m qung co c kh nng nhn c s lng hin th v nhp chu t

    nhiu nht.

    V d: bn c th chy m t bo co so snh tng s nhp chu t ca bn trong thng M t trn

    cc nhm qung co hoc tm hiu xem m t chin dch nht nh c CTR tt hn vo lc 10 gi

    sng hay 2 gi chiu. Bn xem d liu ca mnh nh th no l ty thu c vo bn.

    Di y l cch xem hiu sut theo khong thi gian trong tab Th nguyn:

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

    2. Nhp vo tab Chin dch.

    3. Chn chin dch hoc nhm qung co bn mun xem trong bng iu khin bn cnh.

    Bn cng c th xem thng k cho ton b ti khon ca mnh bng cch nhp vo Tt c

    cc chin dch trc tuyn trong bng iu khin.

    4. xem d liu cho m t khong thi gian c th, hy nhp vo trnh n phm vi ngy

    gc trn cng bn phi ca trang v chn khong thi gian bn mun phn tch.

    5. Nhp vo tab Th nguyn.

    6. Nhp vo nt Xem trong thanh cng c pha trn bng thng k ca bn.

    7. Chn Thi gian t trnh n th xung, sau chn Ngy, Tu n, Thng, v.v.... Bng thng

    k ca bn s cp nht d liu thi gian.

    8. Khi bng thng k ging nh cch bn mun, bn c th ti xung d liu trong bo co.

    Ch cn nhp vo nt ti xung trong thanh cng c.

    M o

    Bn cng c th xem hiu sut theo v tr a l v xem d liu kh nng hin th v tn

    sut trn tab h nguyn.

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=136676http://support.google.com/adwords/bin/answer.py?hl=vi&answer=136676https://adwords.google.com.vn/http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2453994http://support.google.com/adwords/bin/answer.py?hl=vi&answer=59385http://support.google.com/adwords/bin/answer.py?hl=vi&answer=59385

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    5.15. S dng th ng tin chi tit v phin u gi so snh hiu sut

    Bo co Th ng tin chi tit v phin u gi cho php bn so snh hiu sut ca mnh vi cc nh

    qung co khc tham gia vo cng phin u gi bn tham gia. Vi bo co Th ng tin chi tit v

    phin u gi, bn c th thy cch thc so snh t l hin th, v tr trung bnh v cc thng k

    khc ca mnh vi nhng s liu ca cc nh qung co khc. Bo co ny c s n cp t

    kha, nhm qung co v chin dch.

    Vi bo co Th ng tin chi tit v phin u gi, bn c th thy tn sut xp hng qung co ca

    bn cao hn trong kt qu tm kim so vi cc nh qung co khc v cch t l tng s ln hin

    th c th c ca bn so vi t l tng s ln hin th ca h. Th ng tin ny c th gip bn a ra

    cc quyt nh chin lc v gi thu, ngn sch v la chn t kha bng cch cho bn bit v tr

    bn ang thnh c ng v v tr bn c th ang b l c h i ci thin hiu sut.

    Thng k thng tin chi tit v phin u gi

    Bo co Th ng tin chi tit v phin u gi cung cp nm thng k khc nhau: t l hin th, v tr

    trung bnh, t l trng lp, t l v tr pha trn v t l u trang. Bn c th to cho m t hoc

    nhiu t kha, nhm qung co hoc chin dch, min l chng p ng ngng hot ng ti

    thiu trong khong thi gian chn.

    V tr trung bnh

    V tr trung bnh l cch nhanh chng nh gi mc m qung co ca bn ang xp

    hng so vi xp hng qung co ca cc nh qung co khc ang cnh tranh trong cng

    cc phin u gi. V tr trung bnh l xp hng trung bnh ca qung co trong cc phin

    u gi, xc nh th t ca qung co trn trang kt qu tm kim.

    V d: nu m t trong nhng ngi tham gia khc trong bo co Th ng tin chi tit v phin

    u gi ca bn hin th "5" c t V tr trung bnh, iu ny c ngha l qung co ca ngi

    tham gia trung bnh hin th v tr th 5 trong phin u gi khi qung co cng hin

    th.

    T l hin th

    T l hin th l phn trm hin th m bn nhn c chia cho s ln hin th c tnh m

    bn iu kin nhn c. Tnh iu kin da trn ci t nhm mc tiu, trng thi

    ph duyt, gi thu v im cht lng ca qung co hin ti ca bn. Trong bo co

    Th ng tin chi tit v phin u gi, t l hin th cng cho bn bit v t l hin th ca cc

    nh qung co khc, l t l ca cc phin u gi m trong bn cng ang cnh tranh.

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=142918https://support.google.com/partners/answer/answer.py?answer=14075http://support.google.com/adwords/bin/answer.py?hl=vi&answer=6320http://support.google.com/adwords/bin/answer.py?hl=vi&answer=140351

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    T l trng lp

    T l trng lp l tn sut qung co ca m t ngi tham gia khc nhn c hin th khi

    qung co ca bn cng nhn c hin th.

    V d: nu m t trong nhng ngi tham gia khc trong bo co Th ng tin chi tit v phin

    u gi ca bn hin th "60%" c t T l trng lp, iu ny c ngha l c 6 trong mi 10

    ln qung co ca bn c hin th, qung co t ngi tham gia ny cng c hin th.

    T l v tr pha trn

    T l v tr pha trn l tn sut qung co ca ngi tham gia khc c hin th v tr cao

    hn cc qung co ca bn, khi c hai qung co ca bn c hin th cng m t lc.

    V d: nu m t trong s cc nh qung co khc trong bo co Th ng tin chi tit v phin

    u gi ca bn hin th "5%" c t T l v tr pha trn, iu ny c ngha l qung co ca

    ngi tham gia khc c hin th v tr trn cc qung co ca bn trong 5 trong s mi

    100 ln cc qung co ca bn c hin th cng m t lc.

    T l u trang

    T l u trang cho bn bit tn sut qung co ca bn (hoc qung co ca ngi tham

    gia khc, ty thu c vo dng bn ang xem) c hin th u trang, pha trn kt qu

    tm kim kh ng phi tr tin.

    Lu

    Bo co ny cung cp th ng tin v cc nh qung co khc tham gia cng cc phin u

    gi m bn tham gia. iu ny kh ng cho bit rng cc nh qung co khc c cng t kha,

    loi i snh hoc cc ci t nhm mc tiu khc ging bn. S liu ca cc nh qung co

    khc c hin th ch da trn cc trng hp khi qung co ca bn cng c nh gi

    iu kin xut hin. Bo co ny s kh ng hin th t kha, cht lng hoc cc ci t

    thc t t chin dch ca bn v bo co s kh ng cung cp cho bn th ng tin chi tit v

    cng th ng tin cho nhng ngi khc.

    Mc d th ng tin ny c s n bng cch tm kim trn Google -- v nhiu ngi c gng d

    tnh d liu ny bng cch qut cc qung co xut hin -- bo co ny s gip cho vic truy cp

    v hiu th ng tin ny d dng hn. Th ng tin ny c cung cp min ph cho cc nh qung co

    c t kha, nhm qung co v chin dch t ngng hot ng ti thiu.

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    Tm bo co Thng tin chi tit v phin u gi ca bn

    B lc Th ng tin chi tit v phin u gi cho php bn nhn thy ngay t kha, nhm qung co

    hoc chin dch no s n c bo co Th ng tin chi tit v phin u gi xem.

    Xem cch to b lc Thng tin chi tit v phin u gi

    Bn c th to b lc Thng tin chi tit v phin u gi cp chin dch, nhm qung co v t

    kha. Bn di l hng dn to b lc t tab T kha. to b lc Thng tin chi tit v

    phin u gi cho Chin dch hoc Nhm qung co, n tab tng ng v thc hin theo hng

    dn bn di bt u t Bc 4.

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tab T kha.

    4. Nhp vo nt "B lc" pha trn bng thng k ca bn.

    5. Nhp vo "To b lc".

    6. Nhp vo trnh n th xung trong bng iu khin xut hin xem danh sch cc iu

    kin cho b lc mi. Chn "Thng tin chi tit v phin u gi" v nhp vo vng trn bn

    cnh "C s n". (Nhp vo "Khng c s n" to b lc cho cc t kha cha c hot

    ng c bo co Thng tin chi tit v phin u gi).

    7. Lu b lc mi ny bng cch chn h p "Lu b lc" v nhp vo "p dng". Bng t ng

    cp nht hin th cho bn cc t kha c s n bo co Thng tin chi tit v phin u gi.

    Tm bo co Thng tin chi tit v phin u gi ca bn

    D liu Thng tin chi tit v phin u gi cho chin dch, nhm qung co v t kha p ng

    ngng hot ng ti thiu. Hng dn bn di dnh cho vic tm bo co Thng tin chi tit v

    phin u gi cho t kha. Nu bn mun tm d liu Thng tin chi tit v phin u gi cho

    chin dch hoc nhm qung co ca mnh, chuyn n tab tng ng v thc hin theo hng

    dn bn di bt u t Bc 3.

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tab T kha.

    4. Nu bn mun chn t kha c th hoc tp hp t kha (thay v chy m t bo co cho tt

    c t kha ca bn), nhp vo h p bn cnh t kha hoc t kha m bn quan tm. Lu :

    bn ch c th chn cc t kha trn m t trang cng m t lc (tr khi bn chy bo co cho

    Tt c).

    5. Nhp vo h p Chi tit u bng thng k.

    https://adwords.google.com.vn/select/https://adwords.google.com.vn/select/

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    6. Trong trnh n th xung, trong Th ng tin chi tit v phin u gi, nhp vo Tt c

    hoc chn".

    7. By gi, bn s c a n bo co Thng tin chi tit v phin u gi. Lu : ch t kha

    p ng ngng hot ng ti thiu mi c bo co Thng tin chi tit v phin u gi.

    5.16. S dng tab Trang ch theo di hiu sut ca bn

    Nh bn c th bit, tab Trang ch AdWords l m t im duy nht cung cp nhiu th ng tin ti

    khon ca bn. Khi bn quen vi trang web ny, bn c th ty chnh m t s m -un trn trang

    theo di tt hn hiu sut ca bn.

    Chn hoc xa m-un ca bn

    Khi bn ng nhp, bn c th thy nhiu hoc t m -un -- nhng h p trn trang hin th

    th ng tin v ti khon ca bn -- khi bn mun. Ch cn thc hin theo cch bc sau chn

    m t m -un quan trng nht vi bn:

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

    2. Nu bn khng trn tab Trang ch khi bn ng nhp, nhp vo tab Trang ch.

    3. Nhp vo lin kt Ty chnh m-un gc pha trn.

    4. Trong "Chn m-un", bn s thy cc m-un m bn c th chn. Bn cnh mi m-un,

    chn hoc b chn h p trong c t Hin th? , ty vo vic bn mun thy m-un khi

    ng nhp hay khng.

    5. Nhp vo Lu.

    Ty chnh m-un t trc

    Chng t i to m t s m -un t trc cho bn, da trn nhng g nhiu nh qung co

    thch thy. Bn s thy v d nh biu hiu sut, hin th cc nhp chu t ca bn qua thi

    gian.

    Tuy nhin, bn c th thy rng s ln hin th -- ch kh ng phi s ln nhp chut -- th v hn

    vi bn. Hoc c th bn mun xem c chi ph v s ln nhp chu t ca mnh trn biu Hiu

    sut c hin th ti y. Nu trng hp xy ra, bn ch c th ty chnh m -un t trc.

    Di y l cch thc hin:

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

    2. Nu bn khng trn tab Trang ch khi bn ng nhp, nhp vo tab Trang ch.

    3. Nhp vo lin kt Ty chnh m-un gc pha trn.

    https://adwords.google.com.vn/https://adwords.google.com.vn/

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    4. Bn di "Chn m-un", bn s thy tt c cc m-un t trc ca bn. T , nhp vo

    trnh n th xung chn vng no bn mun ty chnh. Nu bn chn v d nh "Tt c

    cc chin dch", c ngha l iu ny s nh hng n cc m-un bn di, l nhng m-

    un tp trung vo tt c ton b cc chin dch ca bn, nh Biu hiu sut.

    5. Trong trnh n th xung tip theo, chn s liu -- hoc thng k -- m bn mun lc. Nu

    bn chn "Chi ph", v d nh Biu hiu sut s hin th chi ph thay v s ln nhp chu t

    ca bn qua thi gian.

    6. Tip theo, nu bn mun, hy chn m t s liu khc so snh vi s liu u tin. V d:

    nu bn mun chn "Chi ph" cho s liu u tin v sau bn chn S ln nhp chu t

    trong trnh n th xung th hai ny, Biu hiu sut ca bn s hin th c s ln nhp

    chu t v chi ph ca bn qua thi gian.

    7. Khi hon thnh, nhp vo nt Lu bn trn m-un t trc.

    To m-un t y chnh

    Bn c mun xem qung co no lu n c hn 100 hin th kh ng? Hoc qung co no ca bn

    c di 50 nhp chu t? Bn c th to cc m -un ty chnh hin th th ng tin c th ca bn

    mi ln bn ng nhp. Di y l cch thc hin:

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

    2. Nhp vo tab Chin dch.

    3. Nh trong v d ca chng ti, bn s thy m t vi tab ph: Chin dch, Nhm qung

    co, Qung co, T kha,Mng, i tng, Tin ch m rng qung co v D liu

    thng k. Nu bn khng thy m t tab ph trong s ny nhng mun ly, hy nhp vo

    nt th xung cui tab thm thm.

    4. Nhp vo tab -- l danh mc -- bn mun to m-un ty chnh. Nu bn mun to m t

    m-un ty chnh cho v d nh t kha, nhp vo T kha. Sau , trong thanh mu xm

    bn di tab, nhp vo trnh n th xung c n i dungB lc.

    5. T y, bn c th xa m-un hin ti (bng cch nhp vo Xa bn cnh bt k m-un

    no c lit k) hoc To b lc to m-un mi.

    6. Sau khi nhp vo To b lc, bn s thy trnh n th xung c m t vi la chn cho cc

    khu vc bn c th lc. V d: nu bn mun to b lc cho t kha, bn c th lc theo

    nhp chu t, hin th hoc im cht lng.

    7. Sau khi thc hin la chn ca bn, bn s thy trnh n th xung th hai ni bn c th

    lc thm la chn ca mnh. Nhng ty chn ny s ph thu c vo vic bn thc hin

    la chn no trong trnh n th xung trc . Nu bn chn v d nh nhp chu t, bn

    s c th chn mnh mun nhp chu t ln hn, nh hn hoc bng m t con s nht nh.

    8. Nhp s lng bn mun lc vo h p rng.

    https://adwords.google.com.vn/

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    9. Nu bn mun lc s lng ny thm, nhp vo +Thm lin kt khc. Sau , bn s thc

    hin theo cng cc bc chn danh mc, loi b lc v nhp gi tr.

    10. Nhp vo h p b lc Lu, t tn cho b lc ca bn v nhp vo nt p dng. Sau ,

    thm b lc mi vo tabTrang ch ca bn, nhp vo tab Trang ch.

    11. Nhp vo lin kt Ty chnh m-un gc trn cng bn tay tri.

    12. Tm tn b lc mi ca bn trong danh sch cc m-un v nhp vo h p bn di

    c t Hin th?.

    13. Nhp vo Lu. By gi, bn s thy m-un ty chnh mi ny trn tab Trang ch ca

    mnh!

    5.17. S dng nhn trong AdWords

    Vi nhn, bn c th t chc cc yu t trong ti khon ca bn thnh cc nhm c ngha

    bn c th nhanh chng v d dng lc v bo co d liu m bn quan tm nht. Bn c th p

    dng nhn cho cc t kha, chin dch, nhm qung co v qung co, cho php bn xem cch

    cc danh mc ty chnh m bn to ang hot ng lin quan n mi danh mc khc v n

    cc mc kh ng c dn nhn trong ti khon ca bn.

    Bob l nh bn l trc tuyn, bn qun o v ph kin dnh cho nam gii v ph n. Anh c

    chin dch cho giy, qun o v ti xch cho mi th trng trong ba th trng chnh (New York,

    Massachusetts v Pennsylvania) v trong chin dch c nhm qung co ring bit cho cc t

    kha chung v thng hiu. Cu trc ny (v d: New York - Giy - Chung v Massachusetts - Giy

    - Chung) c ngha l anh c cng qung co v t kha trong cc phn khc nhau ca ti khon

    ca anh y. Bob kh ng th d dng sp xp ti khon ca anh hoc chy bo co xem giy

  • 240

    chi qun vt ang bn tt nh th no New York so vi Massachusetts m kh ng c nhn.

    Tuy nhin, vi nhn, Bob c th to nhn "giy chi qun vt" v p dng n vo tt c cc t

    kha lin quan n giy chi qun vt trn ti khon ca anh y. Sau , anh c th lc theo

    nhn ny trn tab T kha ch xem t kha giy chi qun vt hoc c th s dng bo co

    nhn tab d liu thng k tng hp hiu sut theo nhn. V d: bo co ny cho php anh so

    snh giy chi qun vt hot ng nh th no so vi tt c cc giy khc hoc nhn "giy chi

    qun vt" so snh vi cc nhn ring l khc.

    Hiu nh n

    Biu bn di minh ha cch bn c th s dng nhn nh gi hiu sut ca cc danh

    mc ty chnh trn ti khon ca mnh. Trong v d ny, bn p dng hai nhn, "a thch" v

    "Thng hiu" cho cc yu t khc nhau trong ti khon ca mnh. Quan trng l phi bit rng

    nhn kh ng c k tha trong sut chin dch. iu ny c ngha l nu bn p dng nhn cho

    chin dch, nhn ch p dng cho chin dch , kh ng p dng cho nhm qung co v t kha

    trong chin dch . Nu bn mun nhn p dng cho nhm qung co hoc t kha ring l,

    bn s cn p dng nhn cho mi nhm qung co hoc t kha m t cch c th.

  • 241

    C bn loi bo co nhn m bn c th chy, m t cho mi loi yu t: chin dch, nhm

    qung co, qung co v t kha. Chng nm trn tab D liu thng k trong ch

    xem "nhn".

    Khi bn chy bo co nhn cho chin dch ca mnh, bn s thy nhn "a thch" c kt hp

    vi 18 nhp chu t. l do tng s nhp chu t cho tt c t kha trong Chin dch #1, c nhn

    "a thch" c p dng cho chin dch, l 18. Nhn "Thng hiu" c kt hp vi 15 nhp

    chu t v t kha trong Chin dch #2, c nhn "Thng hiu" c p dng cho chin dch, l 15.

    Hng "Mi th khc" trng v kh ng c chin dch no trong ti khon ny kh ng c nhn.

    Nhng, v nhn kh ng c k tha, m t s iu tr ng khc khi bn chy bo co cp nhm

    qung co. Trong ti khon ny, ch c m t nhm qung co c nhn c p dng cho nhm

    qung co: Nhm qung co #2 trong Chin dch #1. T kha trong nhm qung co ny

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    nhn tng s bn nhp chu t. V vy, khi bn chy bo co nhn cho nhm qung co ca mnh,

    nhn "a thch" c ghi c vi bn nhp chu t. Nhn "Thng hiu" nhn kh ng c nhp

    chu t no cp nhm qung co v kh ng c nhm qung co no trong ti khon ny c nhn

    "Thng hiu". "Mi th khc" c 29 nhp chu t v l s nhp chu t c trn t kha trong

    nhm qung co kh ng c dn nhn.

    Bo co cp t kha cung cp ch xem khc nhau. y, "a thch" nhn 17 nhp chu t

    (t kha A v E) v "Thng hiu" nhn 12 nhp chu t (t kha A v F) v l tng s nhp

    chu t trn t kha c nhn . Lu rng by nhp chu t cho t kha A c tnh trong c hai

    hng v t kha A c c hai nhn c p dng cho t kha. V c kh nng nhiu t kha ca

    bn s c nhiu hn m t nhn, kh c kh nng s ln nhp chu t trong mi hng s thm ti

    a tng s nhp chu t. Trong bo co ny, "Mi th khc" c 11 nhp chu t v l tng s

    nhp chu t c kch hot bi t kha kh ng c dn nhn trong ti khon ny.

    Qun l nh n

    C nhiu cch qun l nhn trong ti khon ca bn. Bn c th to, thm v xa nhn trc

    tip khi trnh n th xung nhn trn bng thng k ca bn trn tab kha, Chin

  • 243

    dch, Nhm ung co v Qung co. Tuy nhin, nu bn mun thm hoc xa nhn cng nh

    chnh sa tn nhn, m t nhn v mu nhn ca bn hoc xem s yu t c ch nh vi

    nhn c th, bn c th truy cp vo trang qun tr Nhn bng cch nhp vo lin kt pha bn

    tri mn hnh ca bn.

    Nhp vo lin kt bn di bit cc bc v cch thc hin nhng vic sau:

    p dng v x nh n s dng t b Chin dch, h m ung co, Qung co v kh .

    1. Nhp vo tab kha (hoc tab Nhm qung co, Qung co hoc Chin dch).

    2. S dng nt "Ty chnh c t", thm c t "Nhn" vo bng thng k ca bn nu c t ny

    cha c trong bng thng k.

    3. Chn t kha m bn mun p dng nhn.

    4. Nhp vo trnh n th xung"nhn".

    5. Chn nhn m bn mun p dng hoc to nhn mi trong trnh n th xung.

    6. Nhp vo "p dng".

    Lu

    Nu bn c nhiu t kha hn hin ang hin th trong bng ca mnh v bn

    mun p dng nhn cho tt c cc t kha, trc tin bn s phi p dng nhn

    cho cc t kha ang hin th v sau chuyn sang trang thng k tip theo v

    p dng nhn cho cc t kha cn li.

    Lc theo nh n s dng t b Chin dch, h m ung co, Qung co v kh .

  • 244

    1. Nhp vo tab kha (hoc tab Nhm qung co, Qung co hoc Chin dch)

    2. Trong trnh n th xung "B lc", chn "Lc theo nhn"

    3. S dng trnh n th xung b sung, chn nhn hoc cc nhn m bn mun lc theo

    4. Nhp vo "p dng"

    5. Trong bng thng k, bn c th xem tt c cc t kha (hoc nhm qung co hoc

    qung co, ty thu c vo tab no bn ang lm vic trong ) c nhn (hoc kt hp cc

    nhn) cng nh cc nhn khc c p dng cho mi mc.

    Qun l nh n t tr ng un tr h n

    Bn c th c c v tr tt nht qun l nhn ca mnh bng cch nhp vo "Nhn"

    trong bng iu khin bn tri ca ti khon AdWords ca bn. Ti y, bn c th thy

    tt c cc nhn ca bn v s chin dch, nhm qung co, qung co v t kha c

    ch nh vi mi mc. Nu bn nhp vo m t s trong cc c t chin dch, nhm qung

    co, qung co hoc t kha ca bng ny, bn s c a n bng mi c lc ch

    vi nhn v mc .

    Bn cng c th thm v xa nhn cng nh chnh sa tn nhn, m t nhn v mu

    nhn.

    thay i tn nhn hoc mu nhn hoc thm hoc chnh sa m t, nhp vo tn

    nhn hoc hnh vu ng mu v h p bt ln s xut hin cho php bn nhp tn mi hoc

    chn mu mi.

  • 245

    Xem d liu hiu sut c bn theo nhn

    Di y l cch xem d liu hiu sut Nhn ca bn trn tab D liu thng k:

    1. Nhp vo tab D liu thng k

    2. Nhp vo "Ch xem"

    3. Trong trnh n th xung, chn "Nhn"

    4. Sau , chn xem bn c mun xem d liu Nhn theo t kha, qung co, nhm qung

    co hoc chin dch hay kh ng.

    5. Trong bng thng k, bn s thy d liu hiu sut ca bn c chia nh theo nhn cp

    bn chn cho phm vi ngy m bn ch nh. Hng cui cng, c gi l "Mi th

    khc" hin th tm tt v hiu sut ca tt c cc yu t kh ng lin quan n cc nhn trong

    bng.

    Mo

    Hng "Mi th khc" hin th tm tt v hiu sut ca tt c cc yu t kh ng lin quan

    n cc nhn trong bng. Trong trng hp m t bo co nhn kh ng c lc, hng Mi

    th khc s cha tng hiu sut cho tt c cc t kha kh ng c nhn. Nhng, nu bn lc

    bo co hin th hai trong s nm nhn, hng Mi th khc s cha cc kt qu cho tt

    c t kha kh ng c hai nhn

  • 246

    V d: hng ny hu ch khi bn ang gn nhn cc t kha c gn thng hiu so vi

    cc t kha kh ng c gn thng hiu. V t kha c gn thng hiu ca bn c th

    i din cho 10-20 t kha, bn kh ng cn to nhn cho hng nghn t kha kh ng c

    gn thng hiu trong ti khon ca bn. ng hn, bn c th ch cn chy bo co trn

    nhn c gn thng hiu v xem kt qu t cc t kha kh ng c gn thng hiu

    phn nh trong hng Mi th khc.

    5.18. S dng phn on xem d liu hiu sut

    S dng cc phn on chia d liu ca bn thnh cc hng da trn ty chn quan trng

    nht i vi bn, chng hn nh khong thi gian, loi nhp chu t hoc thit b. iu ny gip

    xem d liu d dng hn bng cch tch chnh xc nhng g bn mun xem. La chn phn

    on khc nhau ty thu c vo vic bn ang xem tab no trong ti khon AdWords ca mnh.

    Di y l cch thm hoc x phn on kh i cc hng trong bng thng k ca bn:

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

    2. Nhp vo tab Chin dch.

    3. xem d liu cho m t khong thi gian c th, hy nhp vo trnh n phm vi ngy

    gc trn cng bn phi ca trang v chn khong thi gian bn mun phn tch.

    4. Nhp vo m t trong cc tab xut hin gia trang, chng hn nh tab Chin dch, Nhm

    qung co hoc Qung co.

    5. Nhp vo nt Phn on pha trn bng thng k.

    6. thm phn on, hy chn phn on t trnh n th xung. xa phn on, hy

    chn "Khng".

    7. Mc d bn ch c th p dng m t phn on ti m t thi im trong bng thng k ca

    mnh, bn c th p dng nhiu phn on cho d liu nu bn chn ti xung bo co. Khi

    bng thng k ging theo cch bn mun, ch cn nhp vo nt ti xung to bo

    co.

    8. Trong bng iu khin m ra, hy thm cc phn on b sung bng cch nhp vo +Thm

    phn on.

    9. Nhp vo To.

    http://support.google.com/adwords/bin/answer.py?answer=2450261https://adwords.google.com.vn/

  • 247

    Phn on c sn

    M t s phn on c th c tm thy trn hu ht mi tab trong ti khon AdWords ca bn,

    trong khi cc phn on khc ch c s n trn cc tab c th. Trong m t s trng hp, bn c th

    cn phi ti xung bo co p dng phn on c th cho d liu ca mnh.

    Loi nhp chut

    S dng phn on ny xem nhp chu t no dn n cc lt truy cp vo trang

    web ca bn hoc nhp chu t vo s in thoi ca bn khi qung co c hin th trn

    thit b di ng (cn c gi l nhp gi).

    Lu

    Loi nhp chu t c th p dng cho nhiu kha cnh ca cng m t hin th (v d: hin th

    nhp gi c th hin th bn cnh hin th dng tiu trong cng m t qung co).

    Trong trng hp ny, bn s thy "--" thay v cc tng tm tt trong bo co ti

    xung ca mnh. Tng s s kh ng chnh xc v m t s hin th s c m hai ln.

    Di y l cch thm s in thoi vo qung co ca bn.

    Chuyn i

    Nu bn thit lp Theo di chuyn i trn trang web ca mnh, phn on "Tn hnh

    ng chuyn i" v "Mc ch theo di chuyn i" c th cung cp cho bn th ng tin

    chuyn su v hiu sut chuyn i theo hnh ng c nhn hoc loi chuyn i.

    Thit b

    S dng phn on ny so snh hiu sut trn cc thit b: my tnh, thit b di ng

    c trnh duyt hon chnh v my tnh bng c trnh duyt hon chnh.

    Th nghim

    Nu bn ang chy Th nghim chin dch, bn c th phn on d liu ca mnh theo

    nhm th nghim hoc nhm kim sot, hoc c hai, trn tab T kha, Qung

    co hoc Nhm qung co. Bn cng s c d liu "kim sot" v "th nghim" tng

    hp trn tab Chin dch ca mnh.

    http://support.google.com/adwords/bin/answer.py?answer=173346http://support.google.com/adwords/bin/answer.py?answer=1722022http://support.google.com/adwords/bin/answer.py?answer=2385204

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    T kha / V tr

    S dng phn on ny so snh cch nhng t kha ring ang hot ng cho cc

    qung co c th.

    Phn on ny ch c s n trn tab Qung co.

    Mng

    S dng phn on ny so snh hiu sut tm kim ca Google v hiu sut trn

    Mng hin th ca Google. Phn on ny thng c s dng so snh qung co

    ring l trn tab Qung co.

    Mng (vi cc i tc tm kim)

    S dng phn on ny so snh hiu sut tm kim ca Google, i tc tm kim v

    Mng hin th ca Google. Phn on ny thng c s dng so snh hiu sut

    theo mng cho cc qung co ring l trn tab Qung co.

    Ch thch +1

    S dng phn on ny xem khch hng ang tng tc nh th no vi nt +1 trn

    qung co ca bn.

    Loi i snh cm t tm kim

    Phn on t kha theo loi i snh cm t tm kim c th gip bn hiu cm t tm

    kim thc t c lin quan nh th no n t kha bn c. Loi phn on ny c th

    cho bn thy t kha ca bn hot ng nh th no trong i snh r ng, i snh cm

    t v i snh chnh xc ca t kha.

    Bn c th s dng phn on xem s ln nhp chu t, hin th hoc CTR t mi loi

    i snh cm t tm kim cho m t t kha nht nh. Khi , bn c th thc hin cc

    thay i cho loi i snh t kha ca mnh ci thin hiu sut.

    V d:

    Gi s bn c t kha chi cho ch m bn t thnh i snh r ng v khch

    hng tm kim chi mua cho ch. Loi i snh cm t tm kim s l rng. Nu

    http://support.google.com/adwords/bin/answer.py?answer=2370009

  • 249

    khch hng tm kim mua chi cho ch hoc mua chi dnh cho cc ch ch, loi

    i snh cm t tm kim s l cm t . Nu tm kim ca khch hng ch n gin

    l chi cho ch hoc chi dnh cho cc ch ch, loi i snh cm t tm kim s

    l chnh xc.

    T kha ca bn Cm t tm kim Loi i snh cm t tm kim

    chi cho ch chi mua cho cc ch ch i snh r ng

    chi cho ch mua chi cho ch

    mua chi cho ch

    i snh cm t

    chi cho ch chi cho ch

    chi cho ch

    i snh chnh xc

    By gi, gi s bn thm phn on vo bng thng k ca mnh v bn thy rng t

    kha i snh r ng chi cho ch hin th qung co ca bn cho tng loi i snh

    cm t tm kim (r ng, cm t v chnh xc). Da vo cch cm t chi cho

    ch hot ng cho tng loi i snh cm t tm kim, bn c th quyt nh tng

    hoc gim gi thu ca bn cho t kha.

    Lu

    Ngay c khi bn chn kh ng hin th qung co ca bn cho cc bin th gn ging

    ca t kha i snh chnh xc v i snh cm t, bn c th vn thy s loi i snh

    cm t tm kim chnh xc v theo cm t tng ln. V d: nu danh sch t kha ca

    bn bao gm t kha i snh r ng cc chi cho ch v c ai tm kim chi cho

    ch, chng t i s xc nh loi i snh cm t tm kim l chnh xc v chi cho

    ch l m t bin th gn ging ca cc chi cho ch.

    Danh mc c bit

    Phn on "Danh mc c bit" c s n khi bn ti xung bo co cho hiu sut v tr t

    ng ca bn trn Mng hin th ca Google. Danh mc c bit hin th hai loi trang

    hin th qung co ca bn: trang li v trang webtn min tr hng.

    Thi gian

    http://support.google.com/adwords/bin/answer.py?answer=2472712http://support.google.com/adwords/bin/answer.py?answer=2472712http://support.google.com/adwords/bin/answer.py?answer=2497836http://support.google.com/adwords/bin/answer.py?answer=99463http://support.google.com/adwords/bin/answer.py?answer=99463http://support.google.com/adwords/bin/answer.py?answer=62409http://support.google.com/adwords/bin/answer.py?answer=50002

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    S dng phn on ny chia bng thng k ca bn thnh cc hng da trn khong

    thi gian bn chn. Nu bn ang yu cu m t lng d liu ng k, bn c th nhn

    c th ng bo hng dn bn ti xung bo co.

    Cc ty chn bao gm:

    Ngy trong tun (Th Hai, Th Ba, Th T...)

    Ngy (v d: Th T, ngy 21 thng 12 nm 2011)

    Tun

    Thng

    Qu

    Nm

    Gi trong ngy

    M o

    Bn cng c th s dng tab D liu thng k xem hiu sut theo cc khong

    thi gian.

    Trn cng so vi Khc

    p dng phn on "Trn cng so vi Khc" cho cc bng thng k tm hiu xem

    qung co ca bn xut hin u trn trang kt qu tm kim ca Google v trang

    ca i tc tm kim. Phn on d liu theo "Trn cng so vi Khc" c th gip bn ti

    u ha cc chin dch tm kim ca mnh phn pht qung co trn cc phn ca

    trang hot ng tt nht cho bn.

    Cch din gii d liu

    Tm kim ca Google: Trn cng -- Qung co ca bn chy bn trn kt qu

    tm kim khng phi tr tin ca Google.

    Tm kim ca Google: Khc -- Bt k qung co vn bn AdWords no khng xut

    hin trc tip bn trn kt qu tm kim ca Google u c phn loi l "Tm

    kim ca Google: Khc".

    i tc tm kim: Trn cng -- Qung co ca bn chy bn trn kt qu tm

    kim khng phi tr tin ca i tc trn trang ca i tc tm kim.

    i tc tm kim: Khc -- Qung co khng xut hin trc tip bn trn kt qu tm

    kim ca i tc c phn loi l "Khc".

    Mng hin th ca Google -- Qung co ca bn chy trn Mng hin th ca

    Google.

    http://support.google.com/adwords/bin/answer.py?answer=2454008http://support.google.com/adwords/bin/answer.py?answer=2454008

  • 251

    5.19. Hiu bo co Cm t tm kim

    S dng bo co Cm t tm kim xem qung co ca bn hot ng nh th no khi c

    kch hot bi cc tm kim thc t bn trong Mng tm kim. Xc nh cm t tm kim mi c

    tim nng cao v thm cc cm t tm kim vo danh sch t kha ca bn. Tm cm t tm

    kim kh ng c lin quan n doanh nghip ca bn v thm cc cm t tm kim di dng

    t kha ph nh. iu ny c th gip bn trnh tr tin khi hin th qung co cho nhng

    ngi kh ng quan tm.

    S khc bit gia cm t tm kim v t kha l g? Cm t tm kim l t hoc tp hp t chnh

    xc m khch hng nhp khi tm kim trn Google.com.vn hoc m t trong s cc trang web

    trong Mng tm kim ca chng t i. T kha l t hoc tp hp t m nh qung co AdWords

    to cho nhm qung co nht nh nhm mc tiu qung co ca bn n khch hng.

    V d:

    David ang tm mua trc tuyn b hoa Ngy Valentine. David g "hoa hng " vo h p tm

    kim trn Google.com.vn. "Hoa hng " l cm t tm kim. Gi s bn l ch s hu doanh

    nghip hoa trc tuyn. Bi v bn bao gm t "hoa hng" lm t kha trong chin dch

    AdWords ca mnh, qung co ca bn c th iu kin hin th trn trang kt qu tm

    kim ca David.

    Xem d liu cm t tm kim ca bn

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tab T kha.

    4. Nhp vo nt "Chi tit" bn trn bng thng k ca bn.

    o Chn "Tt c" t trnh n th xung phn tch cm t tm kim cho tt c cc t

    kha c lit k ca bn.

    o ch xem cm t tm kim cho nhng t kha c th, trc tin, hy chn h p kim

    cho t kha bn quan tm, sau chn " chn" t trnh n.

    5. By gi bn s thy d liu v nhng cm t tm kim no kch hot hin th v nhp

    chu t. ti xung d liu trong bo co, hy nhp vo nt ti xung .

    Hy nh rng bn ch thy cc cm t tm kim c mi ngi s dng t nht 24 gi trc

    v nhn c nhp chu t trong 30 ngy qua hoc c m t s lng ngi ng k tm

    kim. Bt k cm t tm kim no kh ng p ng tiu ch ny s c tng kt trong dng 'Cm

    t tm kim khc'.

    http://support.google.com/adwords/answer/90956/?hl=vihttps://support.google.com/partners/answer/answer.py?answer=6323https://adwords.google.com.vn/

  • 252

    Hiu d liu cm t tm kim ca bn

    Hiu ct "T kha"

    C t "T kha" cho bn bit m t trong nhng t kha no ca bn i snh vi cm t

    tm kim ca ngi no v kch hot qung co ca bn. Th ng tin ny c th gip

    bn thy t kha ca bn "trong thc t" bng cch hin th cho bn cch chng i snh

    vi tm kim thc t.

    Bn c th s dng d liu trong c t "T kha" ci thin danh sch t kha ca mnh.

    V d: gi s bn bn hoa tulip. Khi bn xem bo co Cm t tm kim, bn thy rng t

    kha i snh r ng hoa kch hot qung co ca bn hin th khi mi ngi tm kim hoa

    hng v hoa lan tm -- nhng loi hoa bn kh ng bn. V vy, bn quyt nh tinh chnh

    danh sch t kha ca mnh tp trung vo cc cm t v thut ng c th hn cho

    cc sn phm m bn cung cp: hoa tulip.

    bt c t "T kha", hy nhp vo trnh n th xung Ct v chn "Ty chnh c t". Sau

    , nhp vo lin ktThm bn cnh "T kha" v nhp vo p dng.

    Hiu ct "Loi i snh"

    C t "Loi i snh" trong bo co cm t tm kim cho bn bit cc cm t tm kim

    kch hot qung co ca bn trn Google c lin quan mt thit nh th no n cc t

    kha thc s trong ti khon ca bn.Bng cch xem loi i snh no ang lm vic tt

    cho t kha v tm kim, bn c th tinh chnh cc loi i snh cho tt c cc t kha

    tp trung tt hn vo ng khch hng.

    Cch xc nh loi i snh cm t tm kim

    gip bn hiu loi i snh cm t tm kim c xc nh nh th no, chng t i s dng v

    d sau:

    Nhm qung co T kha

    Nhm qung co A T kha i snh chnh xc [hoa mu ta]

    Nhm qung co B T kha i snh cm t "hoa mu ta"

    Nhm qung co C T kha i snh r ng hoa mu ta

  • 253

    Ghi nh cc nhm qung co v t kha ny, chng t i s s dng bng sau hin th cho bn

    cc cm t tm kim khc nhau kch hot qung co ca bn trn Google c lin quan nh th

    no n t kha ca bn. Lu rng khi loi i snh cm t tm kim l bin th g n ging,

    iu ny bao gm li chnh t, dng s t v s nhiu, cm t vit tt, bin th t gc (nh sn v

    lm sn), ch vit tt hoc du.

    iu quan trng cn lu l loi i snh cm t tm kim c lit k trong bo co ca bn c

    th kh ng ging vi loi i snh m bn chn cho t kha kch hot qung co. iu ny

    l v cc t kha c cc loi i snh r ng hn vn c th i snh vi cc cm t tm kim theo

    nhng cch hp hn. V d: nu ai tm kim hoa mu ta v t kha i snh r ng hoa mu ta

    kch hot qung co ca bn, loi i snh cm t tm kim s l i snh chnh xc, mc d

    trong nhm qung co ca bn, hoa mu ta l i snh r ng.

    T kha

    ca bn

    Cm t tm

    kim ca

    khch

    hng

    Loi i snh

    cm t tm

    kim L do cho loi i snh cm t tm kim

    [hoa mu

    ta]

    hoa mu ta i snh chnh

    xc

    Cm t tm kim i snh chnh xc t kha

    i snh chnh xc ca bn t nhm qung

    co A.

    [hoa mu

    ta]

    hoa mu ta i snh chnh

    xc (bin th

    gn ging)

    Cm t tm kim l bin th gn ging (li

    chnh t) ca t kha i snh chnh xc

    t nhm qung co A.

    "hoa mu

    ta"

    hoa mu ta i snh chnh

    xc

    Cm t tm kim i snh chnh xc t kha

    i snh cm t ca bn t nhm qung

    co B.

    "hoa mu

    ta"

    hoa mu ta

    min ph

    i snh cm t Cm t tm kim cha t kha i snh cm

    t ca bn t nhm qung co B.

    "hoa mu

    ta"

    hoa mu ta

    min ph

    i snh cm t

    (bin th gn

    ging)

    Cm t tm kim l bin th gn ging (li

    chnh t) ca t kha i snh cm t ca

    bn t nhm qung co B.

    hoa mu

    ta

    hoa mu ta i snh chnh

    xc

    Cm t tm kim i snh chnh xc t kha

    i snh r ng ca bn t nhm qung co

    C.

  • 254

    hoa mu

    ta

    hoa mu ta

    min ph

    i snh cm t Cm t tm kim cha t kha i snh

    r ng ca bn t nhm qung co C.

    hoa mu

    ta

    hoa mu

    hng

    i snh r ng Cm t tm kim l bin th ca t kha i

    snh r ng ca bn t nhm qung co C.

    hoa mu

    ta

    gi hoa i snh r ng

    (da trn phin)

    Loi i snh ny ch ra rng cc cm t tm

    kim khc t phin tm kim ca ngi dng

    c xem xt khi h thng hin th qung

    co ca bn cho cm t tm kim ny. Do

    ngi dng tm kim "hoa mu ta" sm hn

    trong phin tm kim ca h, cm t tm

    kim c xem l bin th ca T kha i

    snh r ng tnhm qung co C.

    Hy nh rng nu bn chn kh ng hin th qung co ca bn cho cc bin th gn ging ca t

    kha i snh chnh xc v i snh cm t, bn c th vn thy cc loi i snh cm t tm

    kim " i snh chnh xc (bin th gn ging)" v " i snh cm t (bin th gn ging)" cho tm

    kim c kch hot bi t kha i snh r ng ca bn.

    V d: nu danh sch t kha ca bn bao gm t kha i snh r ng giy qun vt v c ai

    tm kim i giy qun vt, chng t i s xc nh cm t tm kim l " i snh chnh xc (bin

    th gn ging)" v i giy qun vt l m t bin th gn ging - s nhiu - ca giy qun vt.

    Qun l t kha ca bn da trn d liu cm t tm kim

    S dng d liu cm t tm kim thay i cc t kha ca bn c th c tc ng tch cc n

    hiu sut. Di y l m t s tng:

    Thm cm t tm kim c hiu sut cao vo nhm qung co ca bn lm t kha. Cng

    xem xt iu chnh gi thu ca bn, v cm t tm kim xut hin trong bo co cm t tm

    kim nhn c lu lng truy cp. Do , vic thm cc cm t lm t kha s

    kh ng lm c g nhiu tr khi c kt hp vi vic thay i gi thu, vn bn qung co

    hoc c hai.

    Nu cm t tm kim kh ng lin quan n cc sn phm hoc dch v m bn cung cp,

    hy thm cm t tm kim lm t kha ph nh thay th. iu ny s gip qung co

    ca bn khng hin th cho nhng ngi ang tm kim th g m bn khng bn. V d:

    nu bn bn knh mt v bn nhn thy rng cm t tm kim "knh xy dng" ang kch

    hot qung co ca bn, bn c th mun thm "xy dng" lm t kha ph nh.

    http://support.google.com/adwords/answer/105671

  • 255

    Chn loi i snh ng (v d: r ng, cm t, chnh xc hoc ph nh) cho cc t kha hin

    ti. C t "Loi i snh" (xem trn) c th gip bn hiu loi i snh t kha nh hng

    nh th no n hiu sut qung co ca mnh.

    M o

    Bn cng c th s dng tab D liu thng k xem danh sch cc cm t tm kim

    kch hot qung co ca bn cho ton b ti khon hoc chin dch hay nhm qung co c

    th. Ch cn nhp vo D liu thng k, sau nhp vo Xem v chn "Cm t tm kim" t

    trnh n th xung. Lu rng mc d cng m t th ng tin cho cc t kha ring l c s n

    khi xem bo co Cm t tm kim theo cch ny, bn kh ng th thm t kha hoc t kha

    ph nh trc tip t bo co nh bn c th thm khi xem bo co t tab kha.

    5.20. o lng hiu sut tin ch m r ng qung co

    Nu bn thm tin ch m r ng vo qung co ca mnh -- v d nh s in thoi hoc lin

    kt ti trang web ca bn -- bn c th xem tin ch m r ng ny hot ng nh th no. Ch cn

    truy cp vo ti khon AdWords ca bn xem c bao nhiu nhp chu t v hin th m tin ch

    m r ng qung co ca bn nhn c, chi ph c lin quan v cc thng k khc ca tin ch

    ny. D liu ny c th gip bn quyt nh loi tin ch m r ng qung co no hot ng tt

    nht cho qung co ca bn v thi im nn thm hay xa tin tch m r ng qung co hin ti.

    Tm thng k tin ch m rng qung co ca bn

    S dng tab Tin ch m rng qung co xem thng k cho tt c cc tin ch m r ng

    qung co trong chin dch ca bn. Bn cng c th qun l tin ch m r ng qung co ca

    mnh trn tab ny. (M t ngoi l l ch thch trn mng x h i, hon ton t ng). Nu bn

    bt tin ch m r ng qung co trong t nht m t chin dch, tab Tin ch m r ng qung co t

    ng xut hin trong ti khon ca bn.

    Di y l cch tm tab Tin ch m r ng qung co v xem thng k ca bn:

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

    2. Nhp vo tab Chin dch.

    3. Nhp vo tab Tin ch m rng qung co.

    Nu bn khng thy tab Tin ch m rng qung co, hy nhp vo nt th xung trn

    cng bn phi ca bng v chn h p bn cnh Tin ch m rng qung co. Nu bn

    khng mun thy tab, hy b chn h p.

    http://support.google.com/adwords/answer/6324http://support.google.com/adwords/answer/1722132/?hl=vihttps://adwords.google.com.vn/

  • 256

    4. Nhp vo nt th xung Ch xem: v chn loi tin ch m r ng bn mun xem thng

    k.

    5. xem thng k trn tt c chin dch ca bn, hy chn "Tt c chin dch trc tuyn" t

    iu hng bn. Nu khng, hy chn chin dch bn quan tm.

    6. Tng tin ch m r ng s xut hin trong hng ca n, bao gm c tin ch m r ng cha

    tch ly bt k thng k no.

    Thng k tin ch m rng qung co sn c

    Di y l n i dung cc c t trn tab Tin ch m rng qung co hin th:

    Trng thi: Cho bit tin ch m r ng qung co c nh du l " iu kin" hay "B t

    chi". Tin ch m r ng qung co iu kin s ch xut hin vi qung co ca bn khi

    chng c lin quan v qung co c kt hp cng iu kin chy. Tm hiu

    cch chnh sa qung co b t chi.

    M o

    Hy bt c t Chi tit chnh sch xem th ng tin v l do ti sao tin ch m r ng ca

    bn b t chi hoc gii hn da trn chnh sch qung co ca chng t i.

    S nhp chut: S lng nhp chu t m qung co ca bn nhn c khi qung co

    c hin th vi m t loi tin ch m r ng c th. S ny kt hp s nhp chu t ln dng

    tiu qung co v s nhp chu t ln tin ch m r ng qung co, nu c. xem s

    nhp chu t ch ln tin ch m r ng qung co, hy nhp vo nt th xung Phn on v

    chn Loi nhp chut.

    S l n hin th: S ln qung co ca bn xut hin cng vi tin ch m r ng qung co.

    T l nhp (CTR): S nhp chu t m qung co ca bn nhn c chia cho s ln qung

    co c hin th vi tin ch m r ng qung co.

    Chi ph: Tng chi ph nhp chu t ln qung co ca bn khi qung co xut hin vi tin ch

    m r ng qung co. Tm hiu thm v chi ph nhp chu t thc t ca bn.

    V tr trung bnh:V tr trung bnh ca qung co trn trang kt qu tm kim khi c

    hin th vi tin ch m r ng qung co.

    Gi mi nhp chut (CPC) trung bnh: S tin trung bnh bn tr cho mi nhp chu t khi

    qung co xut hin vi tin ch m r ng qung co. CPC trung bnh c xc nh bng

    cch ly tng chi ph ca tt c cc nhp chu t chia cho s nhp chu t nhn.

    https://support.google.com/adwords/answer/1704381https://support.google.com/adwords/answer/1704380?hl=vi#policy_columnhttps://support.google.com/adwords/answer/6297http://support.google.com/adwords/bin/answer.py?hl=vi&answer=14075

  • 257

    Thng k tin ch m r ng qung co c s n cho qung co xut hin trn Tm kim ca Google,

    cc i tc tm kim ca Google dnh cho di ng (bao gm Google Maps for mobile) v trong

    m t s trng hp l trn Mng hin th ca Google.

  • 258

    6. i u h hiu sut

    Tab C h i

    Th nghim chin dch

    S dng lp lch qung co ty chnh

    S dng chn t kha

    Nhn tng ci thin ti khon ca bn

    6.1. Tab C h i

    Nhn c nhiu hn t AdWords vi tab C h i ton b phn c dnh ring gip

    bn ci thin chin dch ca mnh.

    Hy ngh tab ny nh m t ngi tr l c nhn ty chnh cc c h i cho ti khon ca bn.

    Tab ny c th gip bn khm ph t kha mi, ci thin gi th u v ngn sch ca bn,

    v.v...

    Ngi qun l ti khon AdWords lu pht trin m t s lch s hiu sut nn dng

    th tab.

    b C hi hot ng nh th no

    Tab C h i xem xt lch s hiu sut ca ti khon, ci t chin dch ca bn cng nh xu hng

    v khi lng tm kim ca Google v t ng to cc c h i c th ci thin hiu sut ca bn.

    b C hi gip bn thc hin nhng g

    Nu bn c lch s ti khon lm vic, tab c th gip bn:

    Xem c tnh hiu sut d trn d liu lch s

    Mc d tab C h i kh ng d on c qung co ca bn c hot ng tt hay kh ng,

    nhng tab ny tham gia vo nhiu d liu trong qu kh nh hiu sut chin dch v nhng

    g mi ngi tm kim trn Google, cung cp cho bn tng v cch tng c h i c th

    ci thin hiu sut ca bn.

    Ci thin m khng mt nhiu thi gian

    Tab C h i tm kim cc c h i cho bn bn c th tp trung vo vic quyt nh thay v

    thc hin tm kim.

    Gi cho chin dch c bn lun mi

    https://support.google.com/partners/answer/3448398?hl=vi&ref_topic=2795276https://support.google.com/partners/topic/2795913?hl=vi&ref_topic=2795276https://support.google.com/partners/answer/2404244?hl=vi&ref_topic=2795276https://support.google.com/partners/answer/2454041?hl=vi&ref_topic=2795276https://support.google.com/partners/answer/3416396?hl=vi&ref_topic=2795276

  • 259

    Bn s dng cng m t t kha trong m t thi gian cha? Ln cui cng bn thay i gi

    thu l bao gi? Tab C h i c th gip bn gi ti khon ca mnh lu n mi.

    6.2. Th nghim chin dch

    Gii thiu v th nghim chin dch

    Thit lp th nghim

    Theo di th nghim ca bn

    6.2.1. Gii thiu v th nghim chin dch

    Th nghim chin dch AdWords cho php bn th nghim cc thay i cho ti khon trn m t

    phn ca phin u gi m qung co ca bn tham gia. Cng ging nh cho m t cht nc st

    cay vo m t phn ca ba n ca bn, Th nghim chin dch cung cp cho bn hng v ca

    ba n bn c th tm ra liu bn mun cho thm vo na kh ng! Bng cch ny, bn c th

    th nghim cc thay i cho t kha, gi thu, nhm qung co v v tr ca mnh.

    Kt qu t cc th nghim c th gip bn a ra quyt nh tt hn v gip bn tng li tc

    u t ca mnh.

    Cch th nghim hot ng

    Khi bn to th nghim, bn quyt nh nhng loi thay i no bn mun th nghim -- v d:

    t kha mi, gi thu cao hn, qung co mi hoc v tr khc. Sau , bn quyt nh phn trm

    phin u gi no ca mnh phi c thay i th nghim ny. Hy lu rng th nghim

    AdWords l th nghim u gi ngu nhin, c ngha l mi khi ngi dng thc hin tm kim

    trn Google.com.vn hoc i tc Tm kim ca chng t i hoc ngi dng mi ti m t trang web

    ln i tc N i dung ca chng t i, chng t i s quyt nh ngu nhin vic t phn tch th

    nghim hay phn tch kim sot ca bn hot ng cho phin u gi (da vo phn trm bn

    t trong ci t th nghim).

    Sau khi th nghim chy c m t thi gian ngn, bn c th xem kt qu trn bt k trang

    no bn thng s dng xem chin dch v qung co ca mnh. Nhng trang ny cng s

    cho bn bit liu cc thay i th nghim ca bn ang hot ng tt hn ng k hay t hn

    qung co kh ng c thay i.

    Bn c th chn kt thc th nghim, hy thay i th nghim hoc bt thay i th nghim cho

    tt c cc phin u gi qung co c lin quan bt k thi im no.

    https://support.google.com/partners/answer/2385204?hl=vi&ref_topic=2795913https://support.google.com/partners/answer/2375383?hl=vi&ref_topic=2795913https://support.google.com/partners/answer/2375390?hl=vi&ref_topic=2795913

  • 260

    V d:

    Gi s bn ang qung co nc st cay trong thnh ph ca mnh v bn t hi c nn tng

    gi thu nhn c nhiu lu lng truy cp hn hay kh ng. Bn mun xem liu thay i

    nh vy s nh hng n cc phin u gi ca mnh nh th no, nhng m t l h i gia v

    thc phm c lp lch bt u trong thnh ph ca bn ch trong hai ngy na k t by

    gi.

    Nu bn ch tng gi thu ca mnh v bn thy rng s nhp chu t v s ln hin th ca

    mnh tng ng k, bn s kh ng bit liu vic tng n t nhng thay i bn thc hin

    cho gi thu ca mnh hay xy ra bi v c nhiu ngi yu thch habanero trong thnh ph.

    Tuy nhin, bn c th thit lp th nghim chin dch ng thi s dng hai gi thu khc

    nhau trn cng t kha -- m t phn phin u gi ca bn s s dng m t gi thu v phn

    cn li s s dng gi thu cn li. iu ny c ngha l khi bn xem xt hiu sut ca hai b

    gi thu ny, s khc bit ng k duy nht s l s tin gi thu. Khi , bn s c th bit

    liu lu lng truy cp tng l kt qu ca gi thu cao hn hay ch l s gia tng quan

    tm n nc st cay kh ng c lin quan.

    Mc tiu ph bin v cc thnh ph n ca th nghim

    Mc d mc tiu th nghim s ph thu c vo doanh nghip ca bn, m t s mc tiu ph bin

    cho cc nh qung co bao gm:

    Tng chuyn i

    Tng s nhp chu t hoc s ln hin th

    Ci thin li tc u t

    Ci thin cht lng chin dch

    Ci thin vn bn qung co

    th nghim vi cc mc tiu ny, di y l m t s iu bn c th th nghim:

    Nu s dng Mng tm kim ca Google

    T kha mi

    Vn bn qung co mi

    Nhm qung co mi

    T kha ph nh cp nhm qung co

    Nhiu loi i snh t kha nht

    Gi thu mc nh ca nhm qung co, bao gm CPC t.a

    CPA t.a nu chin dch ang s dng Trnh ti u ha chuyn i

    Chn t kha

    th nghim m t s trong s cc yu t ny, bn c th cn phi sao chp nhm qung co

    trc.

  • 261

    Nu s dng Mng hin th ca Google

    Gi thu trn v tr c qun l

    V tr b sung

    T kha b sung cho nhm qung co c nhm mc tiu theo ng cnh

    Qung co vn bn hoc qung co hin th hnh nh mi

    Nhm qung co mi

    Gi thu mc nh ca nhm qung co, bao gm CPC t.a v CPM t.a

    CPA t.a nu chin dch ang s dng Trnh ti u ha chuyn i

    Ty chn tip th li

    Loi tr trang web

    th nghim m t s trong s cc yu t ny, bn c th cn phi sao chp nhm qung co

    trc.

    Nhng iu bn khng th th nghim

    Bt k ci t chin dch no bn chn cho chin dch ca mnh trong khi chy th nghim s p

    dng cho ton b chin dch, kh ng ch nhm th nghim hoc nhm kim sot. iu ny c

    ngha l v c bn bn kh ng th th nghim:

    Nhm mc tiu ca bt k loi no, k c nhm mc tiu theo a l, nhm mc tiu theo

    ngn ng, nhm mc tiu theo mng v nhm mc tiu theo thit b

    Tnh nng t gi thu

    Ngn sch hng ngy

    Tin ch m r ng qung co

    Lp lch qung co

    Gii hn tn sut

    T kha ph nh theo cp chin dch

    Ngoi ra, bn kh ng th thit lp th nghim vi t gi thu t ng hoc CPC nng cao v cc

    tnh nng ny lm vic theo cp chin dch. Bn s cn phi v hiu cc tnh nng ny chy

    th nghim v bn s kh ng th bt chng cho bt k chin dch no chy th nghim.

    Chi ph th nghim

    Mc d vic bt th nghim chin dch kh ng mt ph, th nghim c xem nh l thay i i

    vi ti khon ca bn v s c lp ha n nh bt k chin dch no khc. V d: nu bn

    tng gi thu ca mnh, bn s cn phi thanh ton chi ph c kt hp vi vic s dng gi

    thu tng cho bt c phn lu lng truy cp no b nh hng.

    Cu chuyn thnh cng

    Di y l cu chuyn ca hai c ng ty s dng th nghim chin dch ci thin mc tiu

    doanh nghip ca h:

    http://support.google.com/adwords/topic/1713898/?hl=vi

  • 262

    Belnick Inc.

    Belnick Inc. (www.bizchair.com) th nghim qung co v tng t l chuyn i ca h ln

    50%. H cng gim gi mi chuyn i ca mnh xung hn 50%.

    Xem nghin cu in hnh

    SEER Interactive

    SEER Interactive chy th nghim trang ch cho WidsomTree v nhn thy chuyn i tng

    400%.

    Xem nghin cu in hnh

    Th nghim chin dch v im cht lng

    Th nghim chin dch nh hng n im cht lng ca bn cho bt k t kha no c lin

    quan n th nghim.

    Chy th nghim c th tc ng tiu cc n im cht lng ca bn trong thi gian ngn bi

    v bn c th th nghim qung co hoc gi thu hot ng km hn qung co hoc gi thu

    hin ti ca bn. Tuy nhin, trong thi gian di, vic chy th nghim v tm qung co cht

    lng cao hoc gi thu tt hn s tng im cht lng ca bn, b li cho thi gian ngn b

    gim hiu sut ny.

    Th nghim chin dch v AdWords Editor

    Bn c th qun l m t s kha cnh ca th nghim chin dch th ng qua AdWords Editor.

    Bn c th lm g thng qua AdWords Editor

    Ti xung th nghim hin ti

    Thay i gi thu th nghim

    p dng v chnh sa trng thi th nghim (v d: "ch kim sot", "ch th nghim", "kim

    sot v th nghim") cp nhm qung co, qung co hoc t kha

    p dng v chnh sa CPC t.a mc nh, CPC t.a trn Mng hin th hoc h s gi thu

    CPM t.a cp nhm qung co

    p dng v chnh sa h s gi thu CPC t.a cp t kha

    Thay i gi thu CPC ti a v RL ch, thm t kha mi, thay i vn bn t kha v

    thay i loi i snh t kha

    Ti xung v ti ln trng thi th nghim v h s gi thu di dng CSV v XML

    Bn khng th lm g thng qua AdWords Editor

    To, tm dng hoc xa th nghim chin dch

    Hin th thng k c phn on cho cc nhm th nghim v kim sot

    https://docs.google.com/a/google.com/viewer?url=http://services.google.com/fh/files/helpcenter/google_adwords_bizchair.com_case_study.pdfhttp://services.google.com/fh/files/misc/SEERWisdomTreeACECaseStudy.pdf

  • 263

    Th nghim chin dch v cng c qun l gi th u

    Kh ng phi tt c c ng c qun l gi thu u c th c s dng lm vic vi th nghim

    chin dch. Gi s bn s dng cc c ng c kh ng c thit lp cho th nghim. Bn thay i

    gi thu ca mnh trn t kha c gi thu th nghim v ang hot ng trong c nhm kim

    sot v nhm th nghim. Kt qu l thay i gi thu s c p dng cho nhm kim sot v

    nhm th nghim s c thay i theo phn trm nht nh m bn t trc y.

    Nu bn thc hin cc thay i cho t kha kh ng c gi thu th nghim v ang hot ng

    trong c nhm kim sot v nhm th nghim, gi thu s cp nht nh bnh thng. Tng t,

    nu bn thc hin thay i cho t kha ch hot ng trong nhm kim sot hoc nhm th

    nghim, gi thu s cp nht nh bnh thng.

    Nu phn mm qun l gi thu ca bn cha c tch hp y vi Th nghim chin dch

    AdWords, chng t i khuyn bn nn lin h vi nh cung cp phn mm ca mnh bit thm

    thng tin.

    Th nghim chin dch v h s gi th u

    H s gi thu trong lp lch qung co nng cao c p dng cp chin dch, v vy, cc h s

    ny s c p dng trc tin. Nu bn thc hin bt k thay i gi thu th nghim no

    trong th nghim chin dch ca mnh, nhng thay i s c p dng ln th hai.

    V d:

    Gi s gi thu mc nh cp nhm qung co ca bn l $1,00. Vo cc ngy Th Ba, bn

    s dng tnh nng lp lch qung co nng cao p dng h s gi thu l 50%, v vy, trong

    c ngy Th Ba, gi thu ca bn l $1,50. Sau bn bt th nghim cho chin dch ny vi

    gi thu th nghim l +10%. Vo ngy Th Hai v Th T n Ch nht, gi thu ca bn s

    l $1,00 trong nhm kim sot v $1,10 trong nhm th nghim. Tuy nhin, vo cc ngy Th

    Ba, gi thu ca bn s l $1,50 trong nhm kim sot v $1,65 (+10% ca $1,50) trong nhm

    th nghim.

    6.2.2. Thit lp th nghim

    M t s nh qung co c th thy ty chn khc nhau trong cc tab ci t chin dch ca h.

    iu ny l do cc loi chin dch khc nhau h tr cc tnh nng khc nhau. Nu bn kh ng th

    xc nh cc ty chn bn di, hy tm hiu cch bn c th chuyn i loi chuyn dch xem

    cc ty chn .

    http://support.google.com/adwords/bin/answer.py?answer=2567043#campaign-types

  • 264

    Mi ln bn c th chy m t th nghim cho mi chin dch, kim tra hiu sut ca cc t kha,

    qung co v nhm qung co khc nhau. Th nghim ca bn c th bao gm t kha, qung

    co v nhm qung co hin ti, t kha mi hoc c hai. Khi bn thit lp th nghim, bn c

    th chn bn mun chy th nghim trong bao lu v phn trm s tm kim s thy cc thay

    i th nghim ca bn. Bn mun th nghim ca mnh bt u vo ngy c lp lch hay bt

    u theo cch th c ng l ty thu c vo bn.

    To th nghim, ng thi t phm vi v thi lng ca th nghim

    thit lp th nghim, hy bt u bng cch xc nh tn ca th nghim, mc lu lng truy

    cp s thy cc thay i th nghim ca bn v thi gian th nghim s chy:

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

    2. Nhp vo Chin dch.

    3. Nhp vo chin dch bn mun s dng cho th nghim ca mnh.

    4. Nhp vo Ci t.

    5. Trong "Ci t nng cao" gn cui trang, hy nhp vo Th nghim. Lu rng tnh kh

    dng ca cc ci t nht nh, nh ci t nng cao ny, c th ty thu c vo loi chin

    dch bn chn. So snh chi tit cc loi chin dch.

    6. Nhp vo Ch nh ci t th nghim.

    7. Trong phn s xut hin:

    o Nhp tn cho th nghim ca bn. Chng ti khuyn bn nn t tn th nghim m

    t nhng g bn ang c gng th nghim.

    o Chn s lng phin u gi ca bn phi s dng thay i th nghim bng cch

    chn m t trong cc phn tch kim sot/th nghim t trnh n th xung. Cch

    nhanh nht thu thp kt qu l phn tch 50-50, nhng nu thay i th nghim

    ca bn c ri ro hoc tn km, chng hn nh tng gp i gi thu, bn c th

    mun c t phin u gi hn s dng th nghim ca mnh. Bn khng th thay i

    ci t ny sau khi bt u th nghim ca mnh.

    o Chn xem bn mun bt u th nghim ca mnh theo cch th cng hay lc na

    m vo m t ngy c th. Nu bn chn ngy bt u l hm nay th th nghim s

    bt u ngay lp tc.

    o Chn xem bn mun kt thc th nghim ca mnh sau 30 ngy hay vo ngy nht

    nh. Chng ti khuyn bn nn chy th nghim ca mnh t 2 n 4 tun. Bt c lc

    no sau khi bn bt u th nghim ca mnh, bn c th ko di th nghim n 3

    thng tnh t ngy .

    8. Nhp vo Lu.

    http://adwords.google.com.vn/http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2567043

  • 265

    Chn th y i th nghim ca bn

    Bn c th thc hin ti a 1.000 thay i th nghim cho t kha v gi thu ca chin dch.

    Bn cng c th xc nh ton b cc nhm qung co l m t phn ca th nghim v t gi

    thu th nghim cho nhm qung co.

    m bo rng ci t cho t kha hoc qung co ca bn tng t nh ci t cho nhm

    qung co ca t kha hoc qung co nu kh ng, chng s kh ng hin th. V d: nu t

    kha hoc qung co ch th nghim nm trong nhm qung co ch kim sot th t kha hoc

    qung co ny s kh ng nhn c hin th. nhn c hin th, t kha hoc qung co ch

    th nghim s cn phi nm trong nhm qung co c t l ch th nghim hoc th nghim

    v kim sot.

    Chn t kha, qung co hoc nhm qung co hin ti cho th nghim ca bn

    Theo mc nh, t kha, qung co v nhm qung co hin ti s xut hin trong c nhm kim

    sot v nhm th nghim ca bn. Nu bn mun t kha, qung co v nhm qung co hin

    ti ch xut hin trong nhm kim sot hoc nhm th nghim:

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

    2. Nhp vo Chin dch.

    3. Nhp vo chin dch bn ang s dng cho th nghim ca mnh.

    4. Nhp vo T kha, Qung co hoc Nhm qung co ty thu c vo nhng g bn mun

    a vo.

    5. Trong c t trng thi bn cnh t kha, qung co hoc nhm qung co bn mun a

    vo, chn xem bn mun t kha, qung co hoc nhm qung co nm trong c kim

    sot v th nghim, ch kim sot hay ch th nghim.

    Thm t kha mi vo th nghim ca bn

    Mi t kha bn thm ring l s c tnh vo ti a 1.000 thay i cho mi th nghim.

    thm t kha th nghim:

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

    2. Nhp vo Chin dch.

    3. Nhp vo chin dch bn ang s dng cho th nghim ca mnh.

    4. Nhp vo T kha.

    5. Nhp vo + T kha.

    6. Chn nhm qung co bn mun s dng cho thay i th nghim ca mnh.

    7. Thm bt k t kha no bn mun s dng cho th nghim ca mnh.

    8. Nhp vo h p kim bn cnh "Thm lm t kha ch th nghim".

    http://adwords.google.com.vn/http://adwords.google.com.vn/

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    9. Nhp vo Lu.

    Thm nhm qung co mi vo th nghim ca bn

    Mi nhm qung co bn thm, bt k s lng qung co v t kha bn trong nhm, s ch

    c tnh l m t thay i. thm nhm qung co:

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

    2. Nhp vo Chin dch.

    3. Nhp vo chin dch bn ang s dng cho th nghim ca mnh.

    4. Nhp vo Nhm qung co.

    5. Nhp vo + Nhm qung co.

    6. t tn cho nhm qung co mi ca bn.

    7. To qung co mi cho nhm qung co ny. Bn c th thm nhiu qung co vo nhm

    qung co ny sau khi bn to.

    8. Thm t kha m bn mun qung co ny hin th. Bn c th thm nhiu t kha sau khi

    bn to nhm qung co.

    9. Nhp gi thu mc nh cho nhm qung co ca bn.

    10. Nhp vo h p kim bn cnh "Thm di dng nhm qung co ch th nghim".

    11. Nhp vo Lu nhm qung co.

    Thc hin thay i gi thu th nghim cho t kha

    Bn c th thay i s tin gi thu cho bt k t kha no trong th nghim ca mnh:

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

    2. Nhp vo Chin dch.

    3. Nhp vo chin dch bn ang s dng cho th nghim ca mnh.

    4. Nhp vo T kha.

    5. T trnh n Phn on, hy nhp vo Th nghim hin th kim sot v th nghim

    cho mi t kha.

    6. Trong c t "CPC ti a", hy nhp vo s tin gi thu trong hng "Th nghim" i vi t

    kha c gi thu m bn mun sa i.

    7. Chn xem bn mun tng hay gim s tin gi thu v nhp phn trm bn mun thay i

    gi thu ca mnh.

    8. Nhp vo Lu.

    Thc hin th y i gi th u th nghim cho nhm qung co

    http://adwords.google.com.vn/http://adwords.google.com.vn/

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    Bn c th thay i s tin gi thu cho bt k nhm qung co no trong th nghim ca mnh:

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

    2. Nhp vo Chin dch.

    3. Nhp vo chin dch bn ang s dng cho th nghim ca mnh.

    4. Nhp vo Nhm qung co.

    5. T trnh n Phn on, hy nhp vo Th nghim hin th chi tit kim sot v th

    nghim cho mi nhm qung co.

    6. Trong c t "CPC ti a mc nh", hy nhp vo s tin gi thu trong hng "Th nghim"

    cho nhm qung co c gi thu bn mun sa i.

    7. Chn xem bn mun tng hay gim s tin gi thu v nhp phn trm bn mun thay

    i gi thu ca mnh.

    8. Nhp vo Lu.

    Thc hin th y i th nghim cho qung co ca bn

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

    2. Nhp vo Chin dch.

    3. Nhp vo chin dch bn ang s dng cho th nghim ca mnh.

    4. Nhp vo Qung co.

    5. Nhp vo + Qung co.

    6. T trnh n th xung, hy chn loi qung co bn mun to.

    7. Chn nhm qung co bn mun s dng cho qung co mi ca mnh.

    8. Nhp vn bn v URL cho qung co mi ca bn.

    9. Nhp vo h p kim bn cnh "Thm di dng qung co ch th nghim".

    10. Nhp vo Lu.

    Ngoi vic th nghim tc ng ca vic thay i vn bn qung co ca bn, bn cng c th s

    dng quy trnh ny th nghim cc thay i cho RL hin th hoc RL ch.

    heo di lu lng truy cp th nghim ca bn

    Nu bn c Google Analytics hoc s dng tnh nng theo di lu lng truy cp khc, bn c

    th thm th ValueTrack vo RL ch theo di ca t kha hoc qung co bit nhp chu t

    xut pht t phn tch th nghim hay phn tch kim sot.

    V d: nu trang web ca bn l www.example.com, bn c th thay i RL ch cho t kha

    hoc qung co trong th nghim ca mnh thnh www.Example.comtype={aceid}.

    http://adwords.google.com.vn/http://adwords.google.com.vn/https://support.google.com/adwords/bin/answer.py?hl=vi&answer=2375447

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    M t s tng ng vi ID kim sot hoc ID th nghim s hin th trong RL tham chiu trn

    nht k web hoc trong phn mm theo di ca bn. Khi bn to th nghim ln u tin trong

    chin dch, bn c th tm ID th nghim v ID kim sot cho th nghim ca mnh trong c ng c

    Lch s thay i ca t i. y s l cc ID tng t c cp trong th Value Track ca bn.

    Bt u th nghim ca bn

    Nu bn kh ng t ngy bt u cho th nghim ca mnh, bn s cn phi bt u th

    nghim theo cch th c ng:

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

    2. Nhp vo Chin dch.

    3. Nhp vo chin dch c th nghim bn mun bt u.

    4. Nhp vo Ci t.

    5. Trong "Ci t nng cao" gn cui trang, hy nhp vo Th nghim nu phn th nghim

    khng m. Lu rng tnh kh dng ca cc ci t nht nh, nh ci t ny, c th ty

    thu c vo loi chin dch bn chn. So snh chi tit cc loi chin dch.

    6. Nhp vo Bt u chy th nghim.

    6.2.3. Theo di th nghim ca bn

    Khi th nghim ca bn ang chy, bn c th bt u xem d liu cho th nghim ca mnh

    trong chin dch v so snh n vi d liu kim sot ca bn. Bn s tm biu tng mi tn

    trong d liu hiu sut ti khon ca bn s gip bn ch ra mc mnh c th chc chn rng

    thay i trong d liu l do nhng thay i m bn thc hin. Bn cng c th ti xung d

    liu hoc thit lp ti khon ca mnh nhng ngi m bn chn c th nhn email thng

    xuyn vi bo co th nghim.

    Xem d liu chin dch ca bn trong qu trnh th nghim

    http://adwords.google.com.vn/http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2567043

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    Ngay khi bn bt u th nghim, chng t i s thu thp d liu cho kt qu kim sot v th

    nghim ca bn.

    Xem kt qu tng th ca bn

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

    2. Nhp vo Chin dch.

    3. Nhp vo trnh n ngy v chn Phm vi ngy ty chnh.

    4. Chn phm vi ngy.

    5. T trnh n Phn on, hy nhp vo Th nghim hin th chi tit kim sot v th

    nghim cho tng chin dch. D liu cho thay i th nghim ca bn s xut hin trong

    hng "Th nghim" v d liu cho nhm kim sot ca bn s xut hin trong hng "Kim

    sot".

    Xem t kha ring l, qung co hoc nhm qung co thc hin nh th no trong

    th nghim ca bn

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

    2. Nhp vo Chin dch.

    3. Nhp vo trnh n ngy v chn Phm vi ngy ty chnh.

    4. Chn phm vi ngy.

    5. Nhp vo chin dch bn ang s dng cho th nghim ca mnh.

    6. Nhp vo T kha, Qung co hoc Nhm qung co ty thu c vo mc bn mun xem

    kt qu.

    7. T trnh n Phn on, hy nhp vo Th nghim hin th chi tit kim sot v th

    nghim cho mi t kha, qung co hoc nhm qung co. D liu cho thay i th

    http://adwords.google.com.vn/http://adwords.google.com.vn/

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    nghim ca bn s xut hin trong hng "Th nghim" v d liu cho nhm kim sot ca

    bn s xut hin trong hng "Kim sot".

    Nu bn khng th thy d liu th nghim ca mnh

    m bo:

    Phm vi ngy ca bn bao gm thi gian th nghim ca bn ang chy.

    Qung co trong th nghim c chp thun hin th.

    Bt k gi thu th nghim no u cao hn gi thu trang u tin.

    Hiu bo co th nghim

    Nu d liu th nghim ca bn l thng k quan trng, ngha l c kh nng bt k khc bit

    no v hiu sut kh ng phi do tnh c, chng t i s hin th mi tn hng ln hoc mi

    tn hng xung bn cnh d liu ty thu c vo hiu sut ca bn tng hay gim. Ti a ba

    mi tn c th xut hin cng hng v cng nhiu mi tn cng hng th kt qu cng c

    ngha thng k quan trng. M t mi tn ngha l chng t i chc chn 95% rng thay i kh ng

    phi l do tnh c, hai mi tn c ngha l chng t i chc chn 99% v ba mi tn c ngha l

    chng t i chc chn 99,9%. Hai mi tn mu xm ngc hng vi nhau c ngha l kt qu

    kh ng c ngha thng k quan trng.

    Cng nhiu kt qu c ngha thng k quan trng, cng nhiu kh nng kt qu m bn thy

    trong th nghim s tip tc nu bn p dng nhng thay i th nghim ny. Bn cng c

    nhiu lu lng truy cp vo t kha, qung co hoc nhm qung co, bn cng nhanh c th

    c kt qu c ngha thng k quan trng.

    Hiu kt qu th nghim ca bn

  • 271

    Cch bn c kt qu th nghim ca bn lin quan trc tip n mc tiu qung co ca bn l

    g v cch bn hot ng doanh nghip ca mnh. V d: t l nhp chu t cao hn c th kh ng

    quan trng i vi bn nu bn kh ng thy chuyn i trang web ca mnh tng. Ngc li, CPC

    trung bnh cao hn c th quan trng vi chi ph b sung nu bn ang thu ht thm cc nhp

    chu t cht lng cao.

    Sau y l m t s mo chung nh gi kt qu th nghim ca bn:

    Thm ch nu hiu sut ca cc t kha, qung co hoc nhm qung co c th gim, bn c

    th thc hin tt hn trong ton b chin dch hoc ngc li. V d: bn c th ang s dng

    t kha cnh tranh vi nhau cho lu lng truy cp ging nhau vic c nhiu t kha vi t l

    nhp chu t thp hn c th c ngha l lu lng truy cp nhiu hn cho cc t kha khc, c

    th t tn km hn, trong chin dch ca bn.

    V d: bn c th c t l nhp chu t trong th nghim ca mnh vi ba mi tn hng ln bn

    cnh ngha l hiu sut th nghim c so snh vi kim sot ca bn hu nh chc chn

    hiu sut kh ng phi l do tnh c nhng t l c th ch cao hn 0,01%, kh ng ng k vi bn.

    Hn na, c th mc tiu qung co ca bn tp trung nhiu hn vo phm vi CPC trung bnh

    hoc hin th nhiu hn t l nhp chu t.

    Hy th nhn vo khong thi gian ln hn trong cc khong thi gian m t tun, thay v m t

    ngy ti m t thi im. iu ny s gip bn c c hnh nh ln hn v d liu t b nh hng

    bi bin ng trong lu lng truy cp do ngy trong tun gy ra.

    M t s th ch mt thm thi gian pht trin. l l do ti sao vic a ra kt lun da trn

    kt qu m kh ng c ngha thng k quan trng c th gy hiu lm hoc ch n thun l

    kh ng chnh xc. Do phm vi ngy ln hn bao gm nhiu d liu hn nn bn cng ch lu th

    cng c nhiu kh nng thy cc bin th c ngha hn.

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    1. nh gi ton b chin dch ca bn

    2. ngh thng k khng nht thit phi l quan trng

    3. Chn khung thi gian di hn

    4. Ch kt qu th nghim tr nn quan trng

    Hiu v s khc bit trong hin th gia cc nhm kim sot v th nghim

    Thm ch nu bn to th nghim s dng 50% u gi ca bn cho thay i th nghim v 50%

    cho kim sot, nhng nhm ny c th nhn s lng hin th khc nhau. iu ny c th xy ra

    do hiu sut ca t kha, qung co, nhm qung co v gi thu c th to nn t hoc nhiu

    hin th hn.

    V d: nu bn to m t th nghim vi gi thu th nghim cao hn 50% so vi gi thu trong

    nhm kim sot ca bn, gi thu cao hn c th lm cho qung co ca bn nhn nhiu hin

    th hn do ginh c nhiu u gi hn.

    Ti xung bo co th nghim ca bn v lp lch bo co thng xuyn qua email

    Bn c th mun ti xung bo co t th nghim hin ti hoc thng xuyn gi cc email c

    kt qu th nghim ca bn cho mi ngi:

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

    2. Nhp vo Chin dch.

    3. T trnh n Phn on, nhp vo Th nghim hin th chi tit kim sot v th

    nghim cho tng chin dch.

    4. Nhp vo nt ti xung .

    5. t tn cho bo co ca bn.

    6. Chn nh dng bn mun cho bo co ca mnh.

    http://adwords.google.com.vn/

  • 273

    7. Chn phn on bn mun p dng cho bo co ca mnh. Bn c th s dng iu ny

    nh gi d liu t khong thi gian nht nh hoc ch xem m t tp hp con ca d

    liu.

    8. Nu bn mun bo co qua email, nhp vo Email v lp lch bo co. Sau bn c th

    ch r ngi s nhn bo co v tn sut h s nhn bo co.

    9. Nhp vo To.

    Kt thc th nghim ca bn

    Bn c th dng th nghim ca mnh bt k lc no:

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

    2. Nhp vo Chin dch.

    3. Nhp vo chin dch c th nghim bn mun dng.

    4. Nhp vo Ci t.

    5. Trong "Ci t nng cao" gn cui trang, hy nhp vo Th nghim nu phn th nghim

    cha c m.

    6. Nhp vo Ng ng chy th nghim.

    Khi bn ngng th nghim, chin dch ca bn s gi d liu th nghim tr khi bn xa hoc p

    dng cc thay i th nghim. Tuy nhin, thay i th nghim ca bn s kh ng cn nh hng

    ti t kha, qung co, chin dch hoc gi thu.

    6.3. S dng lp lch qung co ty chnh

    Bn c th mun qung co ca mnh hin th bt c ni no khch hng tm kim trc tuyn.

    Hoc c l bn ch mun hin th qung co ca mnh vo cc ngy nht nh hoc trong gi lm

    http://adwords.google.com.vn/

  • 274

    vic khi bn x l truy vn ca khch hng. i vi chin dch c bt "Tt c cc tnh

    nng", bn c th s dng lp lch qung co ty chnh :

    Ch nh cc gi nht nh v/hoc cc ngy trong tun m bn mun qung co ca mnh

    hin th

    t iu chnh gi thu tng hoc gim gi thu cho cc ngy v gi c th

    Xem bo co xem qung co lp lch ca bn hot ng nh th no

    Theo mc nh, chin dch AdWords ca bn c t thnh "Hin th qung co tt c cc ngy

    v gi". iu ny c ngha l qung co ca bn iu kin xut hin trong tt c cc phin u

    gi c lin quan trong sut mi ngy theo lch. Khi bn s dng lp lch qung co ty chnh,

    qung co ca bn ch iu kin xut hin trong cc phin u gi din ra trong cc ngy v

    gi m bn ch nh.

    Khng thy lp lch qung co?

    Lp lch qung co ty chnh kh dng cho cc chin dch c bt "Tt c cc tnh nng". Nu

    bn t loi chin dch ph thnh "Tiu chun", bn s kh ng thy ty chn lp lch qung co

    trong tab Ci t ca chin dch. Bn c th cn phi thay i loi chin dch ph thnh "Tt

    c cc tnh nng". xem nhng tnh nng no kh dng theo loi chin dch, hy c chn

    loi chin dch ph hp cho bn.

    d:

    Gi s bn iu hnh doanh nghip du lch bng xe trt tuyt do ch ko Alaska. Bng

    cch xem hiu sut "Gi v ngy trong tun" trn tab ph Lch qung co, bn nhn thy

    rng qung co ca bn nhn c kt qu tt nht t 8 n 11 gi sng vo cc ngy Th

    Ba, khi a im cc lnh ang pht trn truyn hnh. Bn quyt nh iu chnh lch qung

    co ca mnh vo cc ngy Th Ba, qung co ca bn ch xut hin trong thi gian .

    To lch qung co

    Di y l cch lp lch qung co ca bn chy vo cc ngy v gi c th:

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

    2. Nhp vo tab Chin dch trn cng.

    3. Trong Tt c chin dch trc tuyn, hy nhp vo tn chin dch cn c lp lch. (Hy

    nh rng lp lch qung co ch kh dng cho cc chin dch c bt "Tt c cc tnh nng".)

    4. Nhp vo tab Ci t, sau nhp vo tab ph Lch qung co.

    5. Nhp vo nt + Lch qung co.

    6. Thc hin la chn ca bn cho cc ngy v gi c th.

    7. Nhp vo Lu. Bn s thy cc thay i ca mnh c phn nh trong bng thng k Lch

    qung co.

    iu chnh cho chnh lch mi gi

    Lch qung co bn t da trn mi gi bn chn khi to ti khon AdWords ban u. Do ,

    iu quan trng l bn iu chnh lch qung co cho ti khon i vi bt k chnh lch no v

    https://support.google.com/adwords/answer/2567043https://support.google.com/adwords/answer/2567043http://adwords.google.com.vn/select/

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    mi gi ca khch hng mc tiu. xc minh ci t mi gi trong ti khon ca bn, hy nhp

    vo tab Ti khon ca ti v chn Ty chn.

    t iu chnh gi thu

    Bn c th t iu chnh gi thu cho cc ngy v gi c th trong tab ph Lch qung

    co trong ci t chin dch ca mnh. Nu bn cng chn tham gia t iu chnh gi thu cho

    cc thit b di ng v v tr, tt c iu chnh ca bn s c nhn vi nhau xc nh iu

    chnh gi thu kt qu. Bng cch t iu chnh gi thu, chi tiu ca bn cho cc nhp chu t

    ring l c th khc nhau, nhng ngn sch hng ngy tng th s kh ng thay i.

    Lu

    iu chnh gi thu cho lp lch qung co kh ng kh dng vi cc chin dch bt t gi

    thu t ng. Tm hiu thm v t iu chnh gi thu.

    d:

    Hy tip tc v d trc y ca chng t i. Bn chy doanh nghip du lch bng xe trt tuyt

    do ch ko Alaska v bn c nhm qung co hin ti c gi thu CPC ti a l 1 la. Bn

    lp lch qung co ca mnh hin th vo cc ngy Th Ba t 8 n 11 gi sng. Bn

    quyt nh t iu chnh gi thu +10% vo cc ngy Th Ba t 8 gi n 10 gi sng. Do ,

    gi thu ca bn cho khong thi gian s l 1 la x (+10%) = 1,1 la.

    Bi v nhiu khch hng yu thch du lch bng xe trt tuyt do ch ko Anchorage, bn

    quyt nh t iu chnh b sung thm 20% cho Anchorage. Gi thu kt qu ca bn cho

    tm kim xy ra vo cc ngy Th Ba lc 9:30 sng cho khch hng Anchorage s l 1,32

    la. Di y l cch hot ng:

    Gi th u khi im: 1 la

    iu chnh vo cc ngy Th Ba, 8 n 10 gi sng: 1 la x (+10%) = 1,1 la

    iu chnh Anchorage: 1,1 la x (+20%) = 1,32 la

    Gi th u cui cng cho cc ngy Th Ba, 8 n 10 gi sng, ti Anchorage: 1,32 la

    Cch t iu chnh gi thu

    Di y l cch iu chnh gi thu:

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

    2. Nhp vo tab Chin dch trn cng.

    3. Trong Tt c chin dch trc tuyn, hy nhp vo tn chin dch cn c lp lch.

    4. Nhp vo tab Ci t, sau nhp vo tab ph Lch qung co.

    5. Xc nh hng cho thi gian lp lch m bn mun iu chnh v nhp vo trong c t

    " .chnh gi thu".

    6. Chn "Tng ln" hoc "Gim xung" t trnh n th xung v nhp s.

    7. Nhp vo Lu.

    Lu

    iu chnh gi thu s nh hng n tt c gi thu trong chin dch. Khi ht khong thi

    gian iu chnh gi thu, gi thu chin dch th ng thng ca bn s c kh i phc tr khi

    bn t iu chnh khc (v d: cho cc thit b hoc v tr).

    S dng v d bn trn, lc 10:01 sng Th Ba, gi thu ca bn s l 1 la x (+20%) hoc 1,2

    la cho tm kim xy ra Anchorage, cho n khi qung co ca bn ngng hin th lc 11

    gi sng.

    https://support.google.com/adwords/answer/2732132https://adwords.google.com.vn/

  • 276

    6. . S dng chn t kha

    Chn t kha cho php bn t ng cp nht vn bn qung co ca mnh vi t kha c s

    dng nhm mc tiu qung co. Chn t kha c th gip lm cho qung co ca bn c lin

    quan hn n khch hng tim nng, trong khi gip bn to qung co duy nht d dng hn

    cho s lng ln cc t kha.

    s dng chn t kha, bn ch cn thm m t on m vo vn bn qung co ca mnh. Sau

    , mi khi qung co ca bn hin th, chng t i s thay th m bng t kha kch hot

    qung co.

    S dng chn t kha vi qung co ca bn

    Bn c th s dng chn t kha vi bt k qung co da trn vn bn no, bao gm qung

    co vn bn chun, qung co vi tin ch m r ng v tr hoc qung co trn in thoi di ng.

    Chn t kha hot ng cho chin dch nhm mc tiu ch Mng tm kim, Mng tm kim c la

    chn hin th hoc ch Mng hin th.

    Di y l m t vi iu cn ghi nh:

    Qung co ca bn c th c cp nht ng vi bt k t kha no trong nhm qung

    co . Lu rng m bo tt c t kha trong nhm qung co s c ngha khi c

    chn vo qung co ca bn.

    Vi mi qung co m bn ang s dng chn t kha, m bo RL ch ca bn hng

    khch hng n trang ch c lin quan n bt k bin th tim nng no ca qung co.

    Bng cch , khch hng c chuyn hng n m t trang trn trang web ca bn c

    lin quan n qung co m h nhp. Tm hiu thm Bc tip theo cui bi vit

    ny.

    Bn c bit...

    Chng t i nhn thy rng nhng ngi ang tm kim c nhiu kh nng hn ngh v

    m t qung co hu ch nu qung co cp n m t sn phm c th, thay v m t

    qung co chung chung hn. iu ny c ngha l chn t kha c th gip ci thin t l

    nhp (CTR) ca qung co vn bn ca bn do tnh nng ny lm cho qung co ca bn c

    th hn cho nhng g khch hng ang tm kim.

    S dng m chn t kha

    Cch thm m chn t kha vo qung co

    Bn c th thm m chn t kha vi bt k thnh phn no ca qung co vn bn: dng tiu

    , dng m t, RL hin th hoc RL ch. V bn c th s dng m chn t kha nhiu ln

    trong m t qung co v trn nhiu qung co cng m t lc.

    Sau y l on m m bn s s dng: {keyword:vn bn mc nh}

    Trong on m ny, ch cn thay vn bn mc nh bng t hoc cm t m bn mun xut hin

    trong qung co ca mnh. T hoc cm t m bn s dng lm vn bn mc nh s xut hin

    https://support.google.com/adwords/bin/answer.py?hl=vi&answer=2615875https://support.google.com/adwords/bin/answer.py?hl=vi&answer=2615875

  • 277

    khi kh ng th chn ng t kha vo qung co (v d: khi t kha lm cho vn bn qung co

    ca bn vt qu gii hn k t).

    Khi bn chn on m vo qung co - gi s l dng tiu - qung co tr ng s nh sau trong

    ti khon ca bn:

    Dng tiu : Mua {keyword:S-c-la en}

    URL hin th: www.example.com

    Dng m t 1: Ko Artisan t San Francisco

    Dng m t 2: Giao min ph n hng trn $50

    Sau y l m t vi iu bn cn lu khi s dng chn t kha:

    m bo vn bn mc nh ngn gi cho qung co ca bn nm trong gii hn k

    t. Nu t kha ca bn qu di v c th lm cho vn bn qung co vt qu gii hn k

    t ca t kha, th vn bn mc nh ca qung co s c s dng thay th.

    T kha, khng phi l cm t tm kim kch hot qung co ca bn hin th, s c

    chn vo qung co ca bn. V d: nu khch hng tm kim s-c-la en khng phi tr

    tin v nhm qung co ca bn cha t kha s-c-la en, qung co ca bn c th xut

    hin vi dng tiu Mua s-c-la en. Vi chin dch Mng tm kim, nu t kha i snh

    cm t kch hot qung co ca bn, th t kha vn c s dng trong qung co.

    Cch s dng chn t kha vi vn bn qung co

    Gi s bn ang chy chin dch qung co ca hng ko ca mnh v bn c nhm

    qung co qung b cc sn phm ko s -c-la. Bn mun s dng chn t kha trong

    dng tiu ca qung co dng tiu c cp nht ng vi t kha kch hot

    qung co - lm cho dng tiu c lin quan hn n nhng g khch hng ang tm

    kim.

    on m m bn s chn vo vn bn qung co c th tr ng nh sau: {KeyWord:S-c-

    la}

    Trong v d ny, chng t i thay vn bn mc nh bng S-c-la. iu ny c ngha l

    khi kh ng th chn t kha vo qung co, chng t i s chn S-c-la thay th.

    Di y l t kha v vn bn qung co m bn c th to cho nhm qung co Ko

    s-c-la ca mnh:

    T kha Vn bn qung co

    s-c-la en

    s-c-la kh ng ng

    s-c-la ti dnh cho ngi snh n

    Dng tiu : Mua {KeyWord:S-c-la}

    URL hin th: www.example.com

    Dng m t 1: Ko Artisan t San Francisco

    Dng m t 2: Giao min ph n hng trn $50

    https://support.google.com/adwordspolicy/answer/175910/?hl=vihttps://support.google.com/adwordspolicy/answer/175910/?hl=vi

  • 278

    Ty thu c vo t kha c kch hot bi tm kim ca khch hng, qung co trn c

    th tr ng s khc. Di y l m t s v d v qung co ca bn tr ng s nh th no

    vi khch hng:

    Khch hng tm kim: Qung co ca bn c th trng ging nh

    sau:

    s-c-la en Mua S-c-la en

    www.example.com

    Ko Artisan t San Francisco

    Giao min ph n hng trn $50

    s-c-la kh ng ng Mua S-c-la khng ng

    www.example.com

    Ko Artisan t San Francisco

    Giao min ph n hng trn $50

    s-c-la ti dnh cho ngi snh

    n

    Mua S-c-la

    www.example.com

    Ko Artisan t San Francisco

    Giao min ph n hng trn $50

    Lu rng trong v d cui cng, vn bn mc nh c s dng trong tiu ca

    qung co do t kha qu di va.

    Cch s dng chn t kha vi URL hin th ca bn

    Chng t i s s dng cng m t nhm qung co nh trong v d trn gip bn hiu

    cch s dng chn t kha vi RL hin th. Bng cch s dng chn t kha vi RL

    hin th, bn c th gip cho qung co ca mnh c lin quan hn vi nhng g khch

    hng ang tm kim (v hy vng c nhiu kh nng hn nhp vo qung co ca bn).

    on m m bn s chn vo RL hin th c th tr ng nh sau: {KeyWord:S-c-la}

    Lu rng trong v d ny, chng t i thay vn bn mc nh bng S-c-la. iu ny

    c ngha l khi kh ng th chn t kha vo RL hin th, chng t i s chn S-c-la thay

    th.

    Di y l t kha v vn bn qung co m bn c th to cho nhm qung co Ko

    s-c-la ca mnh:

    T kha Vn bn qung co

    s-c-la en

    s-c-la kh ng ng

    s-c-la ti dnh cho ngi snh

    n

    Dng tiu : Mua ko s-c-la

    URL hin th: www.example.com/{keyword:S-c-

    la}

    Dng m t 1: Ko Artisan t San Francisco

  • 279

    Dng m t 2: Giao min ph n hng trn $50

    Ty thu c vo t kha c kch hot bi tm kim ca khch hng, qung co trn c

    th tr ng s khc. Di y l m t s v d v qung co ca bn tr ng s nh th no

    vi khch hng:

    Khch hng tm kim: Qung co ca bn c th trng ging nh

    sau:

    s-c-la en Mua ko s-c-la

    www.example.com/s-c-l en

    Ko Artisan t San Francisco

    Giao min ph n hng trn $50

    s-c-la kh ng ng Mua ko s-c-la

    www.example.com/s-c-l kh ng ng

    Ko Artisan t San Francisco

    Giao min ph n hng trn $50

    s-c-la ti dnh cho ngi snh

    n

    Mua ko s-c-la

    www.example.com/s-c-la

    Ko Artisan t San Francisco

    Giao min ph n hng trn $50

    M o

    i vi cc chin dch Mng tm kim, xem cch qung co chn t kha s xut

    hin cho khch hng tim nng bng cch s dng cng c Xem trc v chn on

    qung co, m bo qung co ca bn c bt v kim tra thng k ti khon.

    Nu bn ang s dng qung co t th vin c chia s, hy xem xt vic s

    dng chn t kha vi cc qung co . Theo cch , vn bn qung co ca bn

    s c iu chnh cho ph hp hn vi nhng g mi ngi ang tm kim.

    m bo rng tt c cc trnh duyt u hin th qung co chnh xc khi s

    dng tnh nng chn t kha, cc k t c bit kh ng c h tr y trong

    RL ch ca bn. V d: nu URL ca bn c cha ch ci "e" vi du sc (), th URL

    s xut hin vi '%C3%A9' thay th. trnh iu ny, chng ti khuyn bn khng

    nn bao gm k t c bit trong RL ch ca mnh.

    Nguyn tc chn t kha

    Qung co s dng tnh nng chn t kha phi tun th cc nguyn tc sau y, nu

    kh ng qung co s b t chi:

    https://support.google.com/adwords/answer/1704363https://support.google.com/adwords/answer/1704363https://support.google.com/adwords/bin/answer.py?hl=vi&answer=1722117#shared

  • 280

    Khi m t t kha xut hin trong qung co, qung co phi phn nh chnh xc

    ng php v du chm cu. Qung co cng phi chnh xc, r rng v c lin quan

    trc tip vi trang web, dch v hoc sn phm ca bn. c v chnh sch v mc

    lin quan, r rng v chnh xc ca chng t i m bo qung co s dng

    chn t kha p ng cc yu cu.

    Khi bn to qung co vn bn s dng chn t kha, bn phi tun th theo cc

    chnh sch nhn hiu ca chng ti. Tm hiu thm v cch chn t kha hot ng

    vi cm t c ng k nhn hiu.

    Cc qung co chn t kha khng th qung b n i dung ngi ln.

    Cng ging nh bt k qung co no m bn to, bn phi tun th chnh sch

    qung co ca chng ti khi to qung co vn bn s dng chn t kha.

    Chn t kha v vit hoa

    Bn c th thay i cch vit hoa ca t kha khi t kha c chn vo qung co ca

    bn. thc hin vic ny, ch cn sa i phn "keyword" ca m nh hin th trong

    biu bn di. Trong cc v d sau, gi s t kha ABC kch hot qung co ca bn

    hin th khi khch hng tm kim ABC, thanh ko s -c-la ng k nhn hiu ca bn.

    Tiu qung

    co ca bn

    Cch tiu qung

    co xut hin cho

    khch hng tim

    nng

    Ph n no ca t kha c vit hoa?

    Mua ko

    {keyword:S-c-la}

    Mua ko abc Khng vit hoa phn no

    Mua ko

    {Keyword:S-c-

    la}

    Mua ko Abc Ch ch ci u ca t u tin (vit hoa cu)

    Mua ko

    {KeyWord:S-c-

    la}

    Mua ko Abc Ch ci u ca mi t (vit hoa ch u)

    Mua ko

    {KEYWord:S-c-

    la}

    Mua ko Abc Ton b t u tin v ch ci u ca mi t

    khc

    Mua ko

    {KeyWORD:S-c-

    la}

    Mua ko Abc Ch ci u ca t u tin v ton b mi t

    khc

    Mua ko

    {KEYWORD:S-c-

    Mua ko Abc Ch ci u ca mi t (vit hoa ch u). Lu

    rng iu ny hot ng theo cch tng t

    https://support.google.com/adwordspolicy/bin/answer.py?hl=vi&answer=176098https://support.google.com/adwordspolicy/bin/answer.py?hl=vi&answer=176098https://support.google.com/adwordspolicy/bin/answer.py?hl=vi&answer=147914https://support.google.com/adwordspolicy/bin/answer.py?hl=vi&answer=147914https://support.google.com/adwordspolicy/?hl=vihttps://support.google.com/adwordspolicy/?hl=vi

  • 281

    la} nh v d "Mua ko {KeyWord:S-c-la}" trn.

    Sau y l m t vi iu bn cn nh khi s dng vit hoa vi chn t kha:

    Tiu chun bin tp ca AdWords vn c p dng, iu c ngha l qung co

    khng th bao gm vit hoa qu mc, chng hn nh MUA S-C-LA EN. Ch c th

    s dng vit hoa ton b khi cch pht m t nhin ca t yu cu, chng hn nh

    trong cc t vit tt, cc thut ng k thut v cc cm t c ng k nhn hiu,

    c trnh by trong v d bn di.

    m bo chn ty chn vit hoa nht qun vi phn cn li ca qung co. Bng

    cch , qung co ca bn trng s ging nh cch bn mun khi chn t kha. V

    d: nu bn mun dng tiu ca qung co trng ging nh Mua ko ABC, on

    m ca bn trng s ging nh {KEYWord:S-c-la}.

    Vn bn mc nh s xut hin nh cch bn vit v khng b nh hng bi cch

    bn vit hoa t kha trong on m ca bn. Trong mi v d trn, tiu s lun

    thnh Mua ko s-c-la nu vn bn mc nh c s dng.

    S dng chn t kha hiu qu

    Khi bn s dng chn t kha, hy m bo rng tt c t kha ca bn trong nhm

    qung co c lin quan cht ch v ph hp nht trong mi qung co c cha on m.

    Nu kh ng, qung co ca bn c th xut hin m t cch kh hiu hoc kh ng lin quan

    n khch hng tim nng khi c m t s t kha kh ng hot ng tt vi chn t kha.

    V d: nu bn c t kha ko cng trong nhm qung co hu ht cha t kha v s -

    c-la, bn c th mun chuyn t kha ko cng vo nhm qung co v ko cng.

    c tng v cch to nhm qung co c hiu qu khi s dng chn t kha, hy

    xem v d bn di. Ni chung, cc nhm qung co ca bn cng tp trung hp, chng

    cng thnh c ng hn.

    V d v nhm qung co tt

    Gi s bn s hu m t ca hng ko v bn nhiu loi n ngt. Bn to m t nhm

    qung co vi m t lot cc t kha bao gm tng loi ko. Bn cng c th to qung

    co chung c lin quan n tt c cc t kha trong nhm qung co ca mnh.

    Tn nhm qung co Ko

    T kha thanh ko, ko que, ko b cng, ko do, ko chua, ko cng

    Vn bn qung co Dng tiu : Mua {KeyWord:S-c-la}

    URL hin th: www.example.com

    Dng m t 1: Ko Artisan t San Francisco

    Dng m t 2: Giao min ph n hng trn $50

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    V d v nhm qung co tt hn

    Ngoi ra, bn c th mun to m t nhm qung co ring cho tng loi ko. Mi nhm

    qung co c th ch cha cc t kha v loi ko v cc qung co c th c th cho

    loi ko .

    Tn nhm qung co Ko chua

    T kha ko gu chua do, ko cc chua, ko chua ngt

    Vn bn qung co Dng tiu : Mua {KeyWord:Ko chua}

    URL hin th: www.example.com

    Dng m t 1: Ko Artisan t San Francisco

    Dng m t 2: Giao min ph n hng trn $50

    Lu

    Nu qung co chn t kha c vit tt v c tch ring thnh cc nhm qung

    co c t chc tt, cc qung co s c lin quan hn n cc khch hng tim

    nng v c nhiu kh nng mang li nhp chu t cho bn. iu ny cng c ngha l

    chn t kha c th gip ci thin im cht lng cho qung co v t kha ca

    bn theo thi gian th ng qua vic ci thin t l nhp (CTR) v hiu sut tng th.

    T kha khng xut hin trong qung co chn t kh c chp thun

    T kha ca bn c th c chp thun cho nhm qung co, nhng c th t kha

    ny kh ng thch hp chng t i chn vo vn bn qung co ca bn. Trong trng

    hp ny, t kha ca bn c chp thun c iu kin vi hn ch rng chng kh ng

    nn c chn vo qung co ca bn. Ni cch khc, t kha ca bn c th hin th

    qung co cho khch hng, nhng chng s kh ng xut hin trong vn bn qung co

    ca bn.

    gip bn c tng tt hn v l do t kha ca bn kh ng hin th trong qung co,

    di y l m t s l do ph bin ti sao t kha ca bn c th b hn ch:

    Qu nhiu k t: Qung co khng th cha nhiu hn 25 k t dng tiu

    hoc nhiu hn 35 k t m t trong hai dng m t. URL hin th trong qung co

    ca bn c th hin th ti a 35 k t. Nu URL ca bn di hn 35 k t, th RL

    s xut hin di dng c rt ngn khi qung co ca bn hin th.

    Qung co nhm mc tiu cc quc gia nht nh: Vi qung co vn bn nhm

    mc tiu cc quc gia nht nh, gii hn k t c th khc nhau. Qung co bng

    cc ngn ng c cc k t 2 byte (chng hn nh ting Trung (gin th hoc phn

    th), ting Nht hoc ting Hn) c th cha m t s k t sau y, bao gm c

    khong trng: 12 k t trong dng tiu , 17 k t trong m t trong hai dng m t

    v 17 k t trong URL hin th. M t s quc gia nht nh ti ng u v Chu h

    tr qung co vn bn di hn c th cha ti 30 k t trong dng tiu v 76 k

    t trong phn cn li ca vn bn qung co.

    https://support.google.com/adwords/bin/answer.py?hl=vi&answer=140351

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    Vn bn qung co khng r rng: Vn bn qung co ca bn phi c ngha. V

    d: trung u c th thch hp lm m t trong cc t kha ca bn. Tuy nhin, nu

    chng ti chn t kha vo dng tiu "Mua{KeyWord:Sn phm}", vn bn

    qung co kt qu s thnh "Mua Trung u".

    Ng php khng chnh xc: Vn bn qung co ca bn kh ng c sai ng php.

    V d: giy c th thch hp lm m t trong cc t kha ca bn. Tuy nhin, nu

    chng ti chn t kha vo dng tiu "Mua{KeyWord:Sn phm}", vn bn

    qung co kt qu s thnh "Mua Giy ". Dng tiu ny b sai ng php v

    phi l "Mua giy ".

    T sai chnh t: Chn t kha s kh ng c s dng khi nhm qung co cha t

    sai chnh t. V d: ipoddc th thch hp lm t kha c s dng nhm mc

    tiu qung co ca bn. Tuy nhin, theo chnh sch qung co ca chng t i, vn

    bn qung co kh ng c php c li chnh t, do , t ny khng thch hp

    s dng chn t kha vi nhm qung co c cha t kha sai chnh t.

    Ni dung khng c chp nhn: T kha m chng t i chn kh ng c qung

    co n i dung kh ng c chp nhn. V d: ban u, cc t kha c lin quan n

    n i dung hoc sn phm b hn ch nht nh, nh sng hoc thuc l c th thch

    hp lm t kha cho nhm qung co ca bn. Tuy nhin, nu chng ti chn m t

    trong cc t kha vo n i dung vn bn qung co, th qung co ca bn s

    khng tun th cc chnh sch qung co ca chng ti.

    Ni dung ngi ln: Chn t kha s kh ng c s dng khi qung co qung b

    n i dung khiu dm hoc ti liu cho ngi ln. V d: qung co qung b cu lc

    b ma thot y ban u c th thch hp bao gm trong nhm qung co. Tuy

    nhin, theo chnh sch qung co ca chng ti, qung co s dng chn t kha

    khng th qung b n i dung tnh dc hoc ti liu cho ngi ln. Yu cu ny gip

    chng ti duy tr m t tri nghim tch cc cho tt c khch hng ca chng ti v

    cho ton b cc nh qung co AdWords ca chng ti.

    Lu

    Bt k vn bn qung co no l kt qu ca t kha c chn vo vn bn qung

    co ca bn u phi tun th chnh sch qung co ca chng t i.

    Qung co chn t kha b t chi

    Nu bn s dng chn t kha vi qung co ca mnh v qung co b t chi, vn bn

    mc nh c th kh ng p ng chnh sch qung co ca chng t i hoc qung co ca

    bn c th s dng on m kh ng chnh xc. Bn di l cc v d v hai trng hp

    ph bin khi s dng chn t kha c th dn n qung co b t chi.

    n bn mc nh khng chnh xc

    Gi s bn chn on m vo dng tiu ca qung co nh v d sau:

    Dng tiu : Mua n cho ngi snh n {Keyword:Vn bn mc nh} ti y

    Dng tiu : Mua n cho ngi snh n {Keyword:Trng} ti y

    https://support.google.com/adwordspolicy/bin/static.py?hl=vi&page=guide.cs&guide=1316546https://support.google.com/adwordspolicy/bin/static.py?hl=vi&page=guide.cs&guide=1316546

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    Vn bn mc nh c s dng trong v d ny kh ng c ngha vi khch hng tim

    nng. Thay vo , vn bn mc nh phi m t sn phm hoc dch v bn cung cp. V

    d: vn bn mc nh sau y s c chp nhn:

    Dng tiu : Mua n cho ngi snh n {Keyword:S-c-la} ti y

    Li URL trang ch

    URL trang ch ca qung co s vn hot ng khi vn bn mc nh c chn vo

    thay v t kha i snh.

    Gi s trang web ang hy vng RL kt thc ch bng ?kw=nil, trang web kh ng th

    nhn ra ?kw=s-c-la. Do , khch hng tim nng s n m t trang li, m t trang web

    kh ng hot ng. Bn ch nn s dng chn t kha trong RL ch nu RL cui cng

    khch hng s c a n s l m t trang web ang hot ng. V d: RL ch sau

    y s c chp nhn:

    RL ch: http://www.example.com/?kw={keyword:s-c-la}

    6.5. Nhn tng ci thin ti khon ca bn

    Nhn c nhiu hn t AdWords vi tab C h i ton b phn c dnh ring gip

    bn ci thin chin dch ca mnh.

    Hy ngh tab ny nh m t ngi tr l c nhn ty chnh cc c h i cho ti khon ca bn.

    Tab ny c th gip bn khm ph t kha mi, ci thin gi th u v ngn sch ca bn,

    v.v...

    Ngi qun l ti khon AdWords lu pht trin m t s lch s hiu sut nn dng

    th tab.

    Hy c tip tm hiu thm v tng c h i, mo nh gi c h i ca bn, cch thay i bn

    p dng c tc dng v l do bn kh ng th thy c h i.

    C hi c lin u n n t kha

    C h i t kha c th gip bn tip cn khch hng tim nng tt hn bng cch hin th qung

    co ca bn cho nhng ngi c kh nng quan tm n nhng g bn cung cp nht. Bn c

    th thy nhng c h i sau c lin quan n t kha.

    Thm t kha mi

    Bn c th thy c h i t kha mi tng t vi nhng t kha khc c trong ti

    khon ca bn. i vi tng c h i trong nhng c h i ny, bn cng c th thy s ln

    hin th hoc s nhp chu t m bn c th nhn c mi tun nu bn thm t kha

    mi vo ti khon. Nhng c h i t kha ny c th gip bn tip cn khch hng tim

    nng quan tm n sn phm hoc dch v, nhng kh ng th thy qung co ca bn.

  • 285

    c ci nhn chi tit hn v c h i t kha, hy nhp vo Xem c hi. Bn s thy tt c

    cc c h i t kha c sp xp thnh nhm qung co m bn c th p dng trc tip

    cho ti khon ca mnh. Hoc bn c th nhp vo biu tng bt ch chnh sa cc

    c h i t kha mi. V d: bn c th thm c h i t kha mi vo nhm qung co khc,

    thay i gi thu hoc b chn t kha bn kh ng mun thm vo ti khon.

    Cch p dng c h i t kha mi

    1. Nhp vo Xem c hi xem tt c cc c h i t kha mi ca bn.

    2. Bn c th xem xt cc c h i, ri ngay lp tc p dng chng cho ti khon hoc

    chnh sa chng.

    o p dng cho ti khon: Nhp vo Thm tt c vo ti khon thm hng lot

    cc c h i hoc nhp vo Thm thm tng c h i ring.

    o Chnh sa: Nhp vo biu tng bt ch. Bn c th thay i nhm qung co m

    c h i t kha mi s c thm vo, thay i gi thu mc nh ca nhm qung

    co v chn c h i t kha no bn mun thm vo ti khon.

    3. Nhp vo Thm nu bn chnh sa c h i t kha.

    S dng loi i snh cm t hoc i snh rng

    Bn c th thy c h i loi i snh t kha, l loi i snh r ng hn ca cc t kha

    cht lng cao hin ti ca bn. Bn cng c th thy s ln hin th hoc s nhp chu t

    m bn c th nhn c mi tun nu bn p dng nhng t kha ny cho ti khon.

    Loi i snh r ng hn c th l phin bn i snh cm t hoc i snh r ng ca t

    kha hin ti. V d: nu ti khon ca bn cha t kha i snh chnh xc cht lng

    cao, th chng t i c th cho bn thy phin bn i snh cm t ca nhng t kha

    ny. Hoc nu ti khon ca bn cha t kha i snh cm t cht lng cao, th chng

    t i c th cho bn thy phin bn i snh rng ca nhng t kha ny. Bng cch s

    dng phin bn i snh cm t hoc i snh r ng ca t kha hin ti, bn c th hin

    th qung co cho nhiu khch hng tim nng hn.

    C hi c lin u n n gi th u v ngn sch

    C h i gi thu v ngn sch c th gip bn nhn c nhiu lu lng truy cp hn (nh s

    nhp chu t hoc s ln hin th), ci thin Xp hng ung co hoc ci thin hiu sut ca bn.

    Bn c th thy cc c h i sau c lin quan n gi thu v ngn sch.

    S dng gi thu u trang c tnh

    Bn c th thy cc c h i i snh gi thu u trang c tnh cho t kha cht lng cao

    ca mnh. Bn cng c th thy s nhp chu t b sung hoc t l nhp (CTR) tng m bn c

    th nhn c mi tun nu bn tng gi thu cho nhng t kha ny.

    Gi thu u trang c tnh l gi thu gi mi nhp chu t (CPC) c lng cn cho qung co

    hin th thng xuyn v tr hng u pha trn kt qu tm kim ca Google. Bng cch i

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    snh gi thu u trang c tnh, qung co ca bn c th xut hin ni khch hng tim

    nng c nhiu kh nng nhp vo hn pha trn kt qu tm kim.

    S dng gi th u tr ng u tin c tnh

    Bn c th thy cc c h i i snh gi thu trang u tin c tnh cho t kha cht

    lng cao. Bn cng c th thy s ln hin th m qung co c th mt trong m t

    tun do gi thu CPC ca t kha qu thp.

    Gi thu trang u tin c tnh l gi thu gi mi nhp chu t (CPC) c lng cn cho

    qung co hin th trn trang u tin ca kt qu tm kim ca Google khi cm t tm

    kim i snh chnh xc vi t kha ca bn. Bng cch i snh gi thu trang u tin

    c tnh, qung co ca bn c th xut hin ni khch hng tim nng c nhiu kh

    nng nhp vo hn trn trang u tin ca kt qu tm kim.

    Gim gi th u cho cc chin dch b gii hn bi ngn sch

    Bn c th thy c h i gim gi thu cho chin dch b gii hn bi ngn sch theo

    phn trm nht nh. Bn cng c th thy s nhp chu t b sung m bn c th nhn

    c mi tun nu bn gim gi thu.

    Bng cch gim gi thu, bn c th gim gi mi nhp chut trung bnh (CPC tr.bnh),

    l s tin trung bnh m bn b tnh ph cho m t nhp chu t. i vi chin dch b gii

    hn bi ngn sch, gi mi nhp chu t thp hn s gip bn nhn c nhiu nhp

    chu t hn cho cng m t ngn sch.

    ng gi th u hin th qung co ca bn thng xuyn hn cc nh ung co ging

    bn

    Bn c th thy c h i tng gi thu cho t kha ang kch hot qung co ca bn v

    qung co ca nhng nh qung co khc ang cnh tranh cho cng m t lu lng truy

    cp. Bn cng c th thy s lng t kha qung co ca bn c th hin th thng

    xuyn hn nhng nh qung co khc (nhng t kha s c xc nh bng RL

    trang web ca chng).

    Bng cch tng gi thu t kha, bn c th tng t l hin th, l s ln hin th m bn

    nhn c chia cho s ln hin th c tnh m bn iu kin nhn. Bng cch tng

    t l hin th, qung co ca bn c th hin th thng xuyn hn qung co ca cc

    nh qung co khc ang cnh tranh cho cng m t lu lng truy cp. D liu t l hin

    th c s dng xc nh nhng nh qung co khc ny ti t Bo co thng tin chi

    tit v phin u gi.

    t iu chnh gi th u v tr

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  • 287

    Nu bn ang s dng Theo di chuyn i, bn c th thy c h i t iu chnh

    gi thu v tr cp chin dch. Chng t i s cho bn thy c h i iu chnh gi thu nu

    nhp chu t t nhng ngi nhng v tr ny c nhiu kh nng hoc t kh nng dn

    n chuyn i da trn lch s chuyn i ca ti khon. Bn cng c th thy s lng

    chuyn i b sung m bn c th nhn c hoc s tin bn c th tit kim mi tun

    nu bn t cc iu chnh gi thu v tr ny.

    iu chnh gi thu v tr cho php bn t gi thu cnh tranh hn hoc km cnh tranh

    hn cho tm kim t nhng ngi nhng v tr khc nhau. Bng cch t iu chnh gi

    thu v tr, bn c th tp trung vo cc khu vc ni bn nhn c c ng vic kinh doanh

    nhiu hn.

    ng ngn sch

    Bn c th thy c h i tng ngn sch hng ngy cho chin dch b gii hn bi ngn

    sch. Bn cng c th thy s nhp chu t m bn c th b mt mi tun nu bn tng

    ngn sch hng ngy ca chin dch.

    Nu chin dch ca bn b gii hn bi ngn sch, iu c ngha l qung co ca bn

    kh ng hin th thng xuyn nh chng c th v ngn sch ca bn thp hn ngn

    sch hng ngy c ngh. Khi ngn sch ca bn thp hn s tin c ngh, iu

    c ngha l h thng ca chng t i d on rng ngn sch kh ng th cung cp tt c

    lu lng truy cp c s n cho t kha ca bn. Vic tng ngn sch hng ngy ca bn

    c th gip m bo bn kh ng mt khch hng tim nng.

    C hi c lin u n n tin ch m rng qung co

    C h i tin ch m r ng qung co c th gip bn ci thin hiu sut qung co hoc t c

    mc tiu qung co, nh nhn cu c gi in thoi trc tip t qung co. Bn c th thy cc c

    h i sau c lin quan n tin ch m r ng qung co.

    Thm tin ch m rng lin kt trang web

    Bn c th thy c h i thm tin ch m r ng lin kt trang web vo qung co trong

    nhng chin dch nhn lu lng truy cp v c kh nng hin th lin kt trang web.

    Bn cng c th thy s nhp chu t b sung hoc t l nhp (CTR) tng m bn c th

    nhn c mi tun nu bn thm lin kt trang web vo qung co.

    Tin ch m r ng lin kt trang web cung cp cho khch hng tim nng phm tt n sn

    phm, qung co hoc bt k trang web no khc bn mun. Chng cng c th gip

    qung co ca bn ni bt hn.

    Thm tin ch m rng cuc gi

    Bn c th thy c h i thm tin ch m r ng cu c gi vo qung co trong nhng

    chin dch nhn lu lng truy cp trn thit b di ng v c kh nng hin th tin

    ch m r ng cu c gi. Bn cng c th thy t l nhp (CTR) tng hoc s lng cu c gi

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    tng m bn c th nhn c mi tun nu bn thm tin ch m r ng cu c gi vo

    qung co.

    Tin ch m r ng cu c gi cung cp cho khch hng tim nng cch gi cho bn ngay

    trn thit b di ng ca h vi nt "Gi" c th nhp trn qung co ca bn.

    C hi c lin u n n cu trc ti khon

    C h i cu trc ti khon c th gip bn ci thin hiu sut ca ti khon. Bn c th thy c

    h i to nhm qung co mi t cc t kha hin ti.

    To nhm qung co mi t cc t kha hin ti

    Bn c th thy c h i to nhm ung co mi vi cc t kha trong nhm qung

    co hin ti ca bn. Nhng t kha hin ti ny s c nhm theo ch nh sn

    phm hoc dch v m bn cung cp.

    Bng cch to nhm qung co mi vi cc t kha tng t, khi bn c th to

    qung co c lin quan n ch ca nhng t kha ny gip ci thin hiu sut ca

    nhm qung co. l v khi mi ngi tm kim cc sn phm hoc dch v ca bn, h

    s c nhiu kh nng nhp vo qung co c lin quan n nhng g h ang tm kim.

    V d: mi ngi tm kim cm t giy chy b nam c nhiu kh nng nhp vo qung

    co v giy chy b thay v qung co v giy ni chung.

    chnh sa nhm qung co mi, bao gm tn nhm qung co, t kha hoc qung

    co, hy nhp vo Xem. Khi bn to nhm qung co mi v thm chng vo ti khon,

    hy lu rng t kha hin ti s b tm dng v vn cn trong nhm qung co gc.

    iu ny c ngha l t kha hin ti ca bn kh ng b xa hoc loi b khi nhm qung

    co hin cha chng.

    Mo nh gi, sp xp v lc c hi

    nh gi c hi ca bn

    Trc khi bn p dng c hi t kha, hy ngh v s ln hin th hay s nhp chu t tim

    nng m bn c th nhn c v khon u t thm p ng mc tiu qung co. Hy lu

    rng c nhiu t kha hn khi lng iu quan trng l mc lin quan ca t kha

    n nhng g bn qung co nh cc sn phm hoc dch v.

    Hy nh rng y l c h i c to t ng, v vy, vui lng xem xt cn thn cc c h i

    ny. Nu c h i c v kh ng lin quan n chin dch qung co hoc khng ph hp vi

    mc tiu qung co ca bn, chng ti khuyn bn khng nn p dng c h i .

    Sp xp v lc c hi

    Sp xp: gip bn nh gi cc c h i d dng, bn c th sp xp chng theo tiu ch

    khc nhau ty thu c vo loi c h i. V d: bn c th sp xp c h i t kha mi theo mc

    lin quan, thay i trong s nhp chu t hoc s ln hin th hoc tn chin dch. thc

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  • 289

    hin iu ny, hy nhp vo trnh n th xung "Sp xp theo" v chn tiu ch bn mun

    sp xp c h i theo.

    Lc: qun l c h i hiu qu hn, bn c th lc chng theo tiu ch khc nhau ty thu c

    vo loi c h i. V d: bn c th lc c h i t kha mi theo chin dch ch thy c h i c

    lin quan n m t s chin dch nht nh.

    Xem c hi ca bn

    Sau khi bn nhp vo nt Xem c hi, bn s thy danh sch tt c cc c h i. u danh sch

    ny, c hai nt bn c th nhp xem c h i ca mnh trong danh sch ny hoc trong ch

    xem bng. Ty thu c vo cch bn mun xem c h i v d liu c lin quan, bn c th thy hu

    ch khi nh gi d liu c h i trong bng.

    Cch th y i bn p dng c tc dng

    Khi bn p dng m t c h i hoc nhiu c h i cho ti khon bng cch nhp vo nt Thm hoc

    nt Thm tt c vo ti khon, nhng thay i thng s c tc dng ngay lp tc. Ln ti bn

    xem xt chin dch, bn s thy chng c cp nht phn nh thay i m bn p

    dng.

    M t ngoi l vi m t s c h i t kha. Tt c cc t kha phi tun th cc chnh sch ca

    AdWords, v vy, m t s t kha mi hoc c chnh sa c th cn phi ch xem xt v chp

    thun trc khi chng iu kin kch hot qung co ca bn.

    Khng c chc nng "hon tc" t ng. Khi bn quyt nh p dng cc c h i c

    xut, kh ng c cch no t ng hon nguyn tr li chin dch trc ca bn. Tuy

    nhin, bn c th thc hin cc thay i theo cch th cng cho chin dch ca mnh bt k

    lc no.

    Tt c cc thay i c chp thun p dng cho chin dch ca bn s c hin th

    trong Lch s thay i ca tica ti khon. iu ny c th gip bn xc nh n i dung

    no thay i trong chin dch ca mnh.

    Chng ti khuyn bn nn chy chin dch vi cc thay i t nht hai tun xem tc ng

    ca nhng thay i ln hiu sut chin dch ca bn. iu ny bo m rng cc nhm

    qung co ca bn tch ly lch s v hiu sut ng gp vo im Cht lng, v tr

    v t l chuyn i ca t kha. Chng t i cng khuyn bn nn theo di cc kt qu thay

    i bng cch s dng bo co hiu sut trong tab Chin dch ca mnh hoc m t trong

    cc cng c bo co min ph ca chng t i nh Theo di chuyn i v Google Analytics.

    L do bn khng th thy c hi

    Kh ng phi lc no chng t i cng c c h i cho mi chin dch - c rt nhiu l do ti sao bn

    kh ng th thy c h i.

    L do ph bin ti sao bn khng th thy c h i

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  • 290

    Ti khon ca bn khng c bt k thng tin thanh ton no. Tm hiu cch gi thng tin

    thanh ton ca bn

    Khng c t nht m t chin dch trong ti khon ca bn. Tm hiu cch to chin dch

    Qung co ca bn khng nhn c bt k lu lng truy cp no. Tm kim qung co

    ca bn vi Cng c xem trc v chn on qung co hoc tm hiu thm v l do qung

    co ca bn khng th hin th

    Qung co ca bn gn y bt u chy.

    Chin dch ca bn c ti u ha.

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    7. Hiu sut, li nhun v tng trng

    ng trng ngn sch

    Hiu tc ng ca ngn sch n li nhun

    Chia t l ngn sch theo hiu sut

    Tng trng chin dch c kh nng sinh li

    Tng trng trong thc tin

    Ci thin hiu sut khi ngn sch hng ngy b cn

    Tm hiu thng tin c bn v chin lc ngn sch trc tuyn

    t gi th u t c hiu sut

    Tm hiu nguyn tc c bn v t gi thu da trn hiu sut

    Chn s liu ti a ha li nhun

    Li nhun v gi tr lu di

    t c kh nng sinh li

    Cch c tnh gi tr chuyn i

    7.1. Hiu tc ng ca ngn sch n li nhun

    Biu bn di minh ha tc ng ca gii hn ngn sch n chin dch c kh nng sinh li

    v ti sao thng thng nn ti u ha ngn sch trc gi thu CPC.

    im (a): im bt u mu; li nhun b b l do ngn sch gii hn

    im (b): C th c li nhun bng cch ti u ha gi thu CPC trong phm vi ngn sch

    gii hn

    im (c): t c li nhun bng cch ti u ha ngn sch trc tin

    im (d): Ti a ha li nhun t c bng cch ti u ha gi thu CPC sau ngn sch

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  • 292

    Sau y l cch din gii biu

    :

    Trc y thng ng i din cho li nhun sau khi tr chi ph qung co.

    Trc x nm ngang i din cho gi thu CPC thp hn bn tri v gi thu CPC cao hn

    bn phi.

    Cc ng th li nhun thc t thay i theo t kha, vn bn qung co, trang ch v

    li nhun trn mi chuyn i.

    Do , ti a ha hon ton li nhun, trc tin hy ti u ha ngn sch ca bn (ni cch

    khc l t n im c), sau th nghim gi thu CPC khc ti u ha li nhun (im d).

    7.2. Chia t l ngn sch theo hiu sut

    Bng vic kt hp gia kh nng o lng v kim sot ny, nhiu doanh nghip c th chn

    ngn sch tip th linh hot chia t l cao hn i vi hiu sut tt. Gi s chin dch em li li

    nhun $2 cho mi $1 chi tiu qung co. Nu doanh nghip c th tip cn nhiu khch hng

    hn th tt hn nn tng ngn sch n im m ngn sch ginh c tt c lu lng truy cp

    c th sinh li s n c.

    Thc tin tt nht: Thm ch vi cc chin dch c th m r ng theo hiu sut, chng ti khuyn

    bn nn t ngn sch hng ngy AdWords mc thp gii hn chi tiu ca mnh nu c

    iu g xy ra ngoi mong i, nh s thay i t ng t v cht lng lu lng truy cp ca

    m t trong cc t kha ca bn do m t s kin tin tc.

    V d: Nu bn ang chy m t chin dch c kh nng sinh li vi chi ph trung bnh l $750/ngy,

    bn khng cn gii hn ngn sch hng ngy $10.000/ngy. Gii hn ngn sch hng ngy trong

    khong $1.000-1.500/ngy cho php c mc tng lu lng truy cp linh hot trong khi vn gip

    bn trnh tng ng k chi tiu.

    Chin dch chia t l theo hiu sut c th hot ng cho nhiu mc tiu qung co, bao gm:

  • 293

    Bn hng ha hoc dch v trc tip qua trang web thng mi in t

    To khch hng tim nng cho nhm bn hng

    Tng s lng ng k cho dch v thu bao hng thng

    Nu bn c th c tnh gi tr ca chuyn i cho doanh nghip ca mnh, ngn sch c th m

    r ng s rt ng khm ph.

    Chin dch chia t l theo hiu sut thng p ng cc iu kin sau:

    Bn c th c tnh gi tr chuyn i (v d: bn to li nhun trung bnh $50 mi ln bn

    hng)

    Bn hiu lng thi gian cn thit trc khi s n c li nhun ti u t (v d: bn bit

    rng mi mua chuyn i thnh giao dch trong 3-5 tun)

    Cc chi ph phc v khch hng mi vn n nh hoc gim khi bn tng trng (v d: bn

    cng ginh c thm nhiu khch hng th cc chi ph h tr mi khch hng mi s cng

    gim xung)

    Sau y l m t s iu kin c th khin chin dch kh chia t l theo hiu sut hn:

    Bn c chi ph c nh cao khin kh c tnh gi tr li nhun ca chuyn i (v d: chi ph

    sn xut ng k)

    Bn c cc gii hn cung ng hoc gii hn phc v khch hng (v d: bn khng th phc

    v thm khch hng nu bn tng trng)

    Bn c gii hn lung tin mt (v d: bn c CPA $100 cho ng k mi tr gi $500 trong 5

    nm)

    Bn gp phi nhng hn ch khi theo di doanh s bn hng (v d: hu ht doanh s bn

    hng ca bn kh theo di do xy ra ngoi tuyn)

    7.3. Tng trng chin dch c kh nng sinh li

    t c thnh cng vi AdWords, iu quan trng l hiu thi im chin dch c kh nng

    sinh li v cch gip chin dch tng trng. Chin dch mang li ROI thng tun theo ba giai

    on tng trng: th nghim, tng trng v chn mui.

    Giai on 1: h nghim

    Cc chin dch mi bt u giai on th nghim. Bn s thu thp d liu hiu sut hiu

    xem gi thu CPC, t kha v cc kt hp qung co no hot ng tt cho mnh. Trong giai

    on ny, mc tiu chnh ca bn l to ra kh nng sinh li bng cch so snh chi ph vi doanh

    thu.

    Khi bn t c kh nng sinh li, l thi im tng trng.

  • 294

    Giai on 2: ng trng

    Trong giai on tng trng, mc tiu ca bn l tip cn nhiu khch hng hn trong khi vn

    duy tr kh nng sinh li. Bn c th t c iu ny bng cch tng ngn sch chin dch

    AdWords trong khi gi nguyn gi thu CPC, t kha v vn bn qung co. Nu m t s phn

    ca chin dch khng cn c kh nng sinh li sau khi bn tng ngn sch, hy th iu chnh gi

    thu CPC, t kha hoc qung co ginh li kh nng sinh li trc khi bn tip tc tng

    trng.

    Bng cch t t tng ngn sch chin dch AdWords theo thi gian, bn s tip cn im khng

    cn gii hn hin th qung co ca bn. c tnh s tin ny, hy kim tra ngn sch c

    ngh trong phn Ngn sch ca tab Ci t ca bt k chin dch no.

    Giai on 3: Chn mui

    Nu chi ph ca bn khng t n ngn sch hng ngy AdWords v bn c li, th bn

    thnh cng trong vic chia t l ti a cho lu lng truy cp s n c. Xin chc mng!

    Sau y l m t s c im ca giai on ny:

    Ngn sch AdWords ca bn cao lun lun hin th do , bn khng b l hin th

    iu kin.

    Chi ph hng ngy, li nhun v doanh s bn hng ca bn c th tng v gim theo nhng

    dao ng thng xuyn trong lng tm kim.

    Mo: Ngay c khi qung co ca bn c th hin th cho mi hin th, bn vn c th ti u ha

    gi thu CPC, t kha v vn bn qung co t c li nhun cao hn. Xem Hng dn t

    gi thu AdWords bit thm chi tit.

    7. . Tng trng trong thc tin

    Bn thng c th tng trng li nhun nhanh hn bng cch xc nh nhng phn nh hn

    ca chin dch sinh li v trao cho nhng phn ny m t ngn sch ring trc khi bn c th xc

    nhn thnh cng ca ton b chin dch.

    V d: gi s bn ang qun l ca hng thng mi in t bn cc loi xe p v ph kin.

    Sau khi chy chin dch mi trong vi tun, bn nhn thy rng 20 nhm qung co c lu

    lng truy cp xc nhn kh nng sinh li, trong khi 50 nhm qung co khc cha c .

    Nu bn i tt c 70 nhm qung co tr nn sinh li trc khi bt tay vo mc tiu tng

    trng, thi gian c th my hng thng. Mt khc, nu bn tng ngn sch chin dch AdWords

    ngay by gi trc khi bn chc chn phn ln chin dch ca mnh sinh li, bn chu ri ro u

    t qu vo nhng phn chin dch c th khng hot ng.

    Bng cch to thm m t chin dch cho cc nhm qung co sinh li, bn c th t ngn sch

    chin dch AdWords ring bit v bt u tp trung vo tng trng. Vi hai chin dch, bn c

    th gi ngn sch gc v gii hn ri ro do cc nhm qung co c kh nng sinh li vn khng

    http://www.youtube.com/watch?v=jRx7AMb6rZ0http://www.youtube.com/watch?v=jRx7AMb6rZ0

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    r rng, trong khi cc phn tng trng vng chc ca chin dch bn bit ang hot ng.

    Theo thi gian, bn c th tip tc di chuyn cc nhm qung co sinh li t chin dch gc sang

    chin dch tng trng cho n khi bn hon tt th nghim kh nng sinh li.

    7.5. Ci thin hiu sut khi ngn sch hng ngy b cn

    Khi ngn sch hng ngy AdWords ca bn b cn, th y thng l du hiu bn c th ci

    thin hiu sut. Cc mc tiu kinh doanh ca bn s xc nh phng php tip cn tt nht nn

    thc hin.

    Chin dch tp trung vo li nhun

    V d: Bn iu hnh m t trang web thng mi in t bn xe p ang o lng kh nng

    sinh li bng Theo di chuyn i.

    Nu chin dch ca bn khng sinh li, ngn sch AdWords s gii hn s l ca bn. Bn

    c th ci thin hiu sut bng cch ti u ha gi thu, t kha v qung co cho n khi

    chin dch ca bn sinh li.

    Nu chin dch ca bn vn sinh li, th vic dng cn ngn sch AdWords ngn bn

    nhn c thm chuyn i c kh nng sinh li. Bn c th ci thin hiu sut bng cch

    t t tng ngn sch trong khi vn m bo chin dch duy tr kh nng sinh li.

    Chin dch tp trung vo hin th ung co

    V d: Bn s hu m t nh hng v bn ang s dng AdWords tng s ln hin th v s

    khch truy cp n trang web ca mnh.

    Nu bn u tin tng s nhp chu t hn so vi ci thin v tr qung co ca mnh v bn

    nhn thy rng bn thng xuyn t n ngn sch hng ngy ca mnh, th iu ny

    thng cho bit rng m t s gi thu CPC ca bn c th qu cao. Th nghim cc gi thu

    CPC thp hn c th tng s nhp chu t trong khi vn cho php bn duy tr trong phm vi

    ngn sch ca mnh.

    Nu bn u tin ci thin v tr qung co ca mnh hn so vi vic nhn c nhiu nhp

    chu t hn, th vic dng cn ngn sch l bnh thng.

    Lu rng bn c th ci thin hiu sut bng cch ti a ha gi thu v ngn sch chin dch

    AdWords trong mi tnh hung c lit k trn ngoi tr tnh hung sau cng. iu ny

    khng phi lc no cng n gin l cn bng cc mc tiu kinh doanh khc nhau trong thc t,

    nhng vic hiu cc nguyn tc c bn c trnh by y c th gip hng dn bn i

    ng hng.

    Cch lp ngn sch mt cch chin lc theo mc tiu kinh doanh

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    Nu mc tiu kinh doanh ca bn khng bao gm ti a ha c li nhun v hin th qung co,

    bn c th lp ngn sch m t cch chin lc bng cch to cc chin dch khc nhau cho mi

    mc tiu.

    V d: Bn iu hnh m t trang web thng mi in t bn chi. Bn c ngn sch tip th l

    $5.000 to chin dch s tng hin th qung co cho tr chi mi. Bn to chin dch th hai

    tp trung vo ti a ha li nhun cho cc dng sn phm hin ti ca mnh. Bn c th pht

    trin chin dch ny vi ngn sch linh hot da trn lu lng truy cp c kh nng sinh li c

    s n.

    7.6. Tm hiu th ng tin c bn v chin lc ngn sch trc tuyn

    Bn c th t ngn sch tip th cho chin dch trc tuyn ging nh cch bn s thc hin cho

    bt k hnh thc phng tin no khc. Nhng i khi, bn nn s dng phng php tip cn

    khc c iu chnh cho ph hp vi cc im mnh c th ca qung co trc tuyn. Trong

    phn ny, chng ti s xc nh m t s u im chnh ca chin dch trc tuyn v gii thch

    cch m t s chin dch c th chy m khng cn gii hn ngn sch min l ROI dng. Sau ,

    chng ti s xc nh ba giai on tng trng chin dch v cho bn bit cch ci thin hiu sut

    chin dch ca mnh khi b gii hn bi ngn sch.

    Chin dch trc tuyn: d o lng v kim sot

    Bn tng nghe ni v iu ny vi qung co truyn thng cha?

    Mt na s tin ti chi tiu cho qung co b lng ph; vn l ti khng bit mt na no.

    -- John Wanamaker

    May mn thay, y thng khng phi l vn vi qung co trc tuyn bi thnh cng d

    dng o lng hn nhiu. Bn c th tch bit phn no ca chin dch c kh nng sinh li v

    phn no khng, sau xc nh hoc xa cc phn khng hot ng.

    Ngoi ra, vi chin dch trc tuyn, thi gian t thi im u t ban u n khi li tc c th

    o lng ngn hn nhiu. V d: bn c th thit lp kh nng sinh li vi trang web thng mi

    in t mi trong ngy u tin ca chin dch trc tuyn v sa i ngn sch ngy tip theo.

    7.7. Tm hiu nguyn tc c bn v t gi thu da trn hiu sut

    Khi chin dch ca bn c tp trung vo hiu sut, iu quan trng l hiu cch iu chnh gi

    thu tc ng n tng s liu hiu sut. Bi vit ny trnh by cc nguyn tc c bn ca t gi

    thu ti a ha hiu sut v gii thch cch cn bng chin lc t gi thu cho cc mc tiu

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    kinh doanh khc nhau.

    t gi thu cn bng gia khi lng bn hng v kh nng sinh li

    Da trn t l chuyn i kh ng thay i nhiu theo v tr qung co, cn nh cc xu hng quan

    trng sau:

    Vic tng gi thu thng dn n nhiu chuyn i hn mc gi mi chuyn i (CPA)

    trung bnh cao hn.

    Vic gim gi thu thng dn n t chuyn i hn mc CPA trung bnh thp hn.

    Tng gi thu trong khi gii hn ngn sch hng ngy thng dn n t chuyn i hn

    mc CPA trung bnh cao hn.

    u tin cc mc tiu kinh doanh

    t c mc tiu m t cch hiu qu nht, bn nn u tin cc mc tiu kinh doanh ca

    mnh. Bn c th ti u ha chin dch AdWords t c nhiu mc tiu khc nhau nhng

    cn bng thng l cn thit.

    V d: xem xt qun l chin dch vi cc mc tiu sau:

    Nhm n cc v tr qung co 1-3

    Ti a ha li nhun

    Ti a ha chuyn i

    Ti a ha s nhp chu t

    Bn c th khm ph ra rng gi thu CPC sinh li nht n t cc v tr qung co nm ngoi ba

    v tr u tin.

    M t v d khc l xem xt vic ghp bt k mc tiu no c lit k trn vi mc tiu sau:

    Gi CPA di $10

    Gi thu CPC cn thit gi cho CPA di $10 c th thp hn gi thu CPC ti a ha li

    nhun, s nhp chu t hoc v tr qung co a thch.

    Mo: Khi qun l chin dch cho ngi khc, m bo rng h cng hiu cc cn bng c lin

    quan mi ngi nm r v cc k vng. V d: mc tiu kinh doanh ca h l gi CPA mc

    nht nh hay l ti a ha li nhun? Nu r rng l hai mc tiu mu thun vi m t mc

    tiu khc th mc tiu no l quan trng hn vi h?

    7.8. Chn s liu ti a ha li nhun

    http://adwords.blogspot.tw/2009/08/conversion-rates-dont-vary-much-with-ad.html

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    Vi qu nhiu ty chn, s liu AdWords no c hiu qu nht gip bn tip cn cc mc tiu

    kinh doanh ca mnh? Sau y, chng ti s tho lun v hai s liu quan trng xem xt nu

    bn quan tm n vic ti a ha li nhun v ch ra m t s cm by thng thng phng.

    Gi tr mi chuyn i

    Gi tr mi chuyn i l s tin li nhun hoc gi tr k vng m bn ginh c t mi chuyn

    i. Nu bn c th c tnh gi tr mi chuyn i cho m t sn phm hoc dch v nht nh,

    y l m t tiu chun hu ch xc nh gii hn trn m bn c th u t vo qung co trn

    mi chuyn i trc khi chng khng cn kh nng sinh li.

    Mc tiu CPA

    Mc tiu CPA c th hu ch trong vic thit lp hoc duy tr kh nng sinh li v thng c

    t thp hn gi tr mi chuyn i ca bn.

    V d: Nu mi ln bn trc thng iu khin t xa cho li nhun $50 v mi CPA thp hn gi tr

    u c kh nng sinh li, mc tiu CPA $10 c th gip t c li nhun mi ln bn hng

    n nh l $40 (sau khi tr chi ph qung co).

    Trnh ti u ha chuyn i cho php bn t ng t gi thu CPC cho mc tiu CPA mong

    mun.

    Lu v ti a ha li nhun

    Vic chn mc tiu CPA c kh nng sinh li d dng hn vic chn mc tiu CPA ti a ha li

    nhun. hiu l do ti sao, hy xem xt v d bn trn trong mi mc tiu CPA di $50

    u c kh nng sinh li. Mc tiu CPA no c kh nng cao nht ti a ha li nhun: $20,

    $30 hay $40?

    Trn thc t, bn khng th bit trc. Bng cch th nghim cc mc tiu khc nhau, bn c

    th tm hiu xem mc tiu no t c cn bng ti u gia li nhun mi ln bn hng v khi

    lng bn hng. c minh ha trc quan, vui lng xem Hng dn t gi thu AdWords.

    Mc tiu ROI ph bin khng c kh nng ti a ha li nhun

    Mc tiu c quyt nh trc chin dch (v d: Vi li nhun $50 trn mi chuyn i,

    $10 l m t mc tiu tt).

    Mc tiu da trn quy tc chung truyn thng (v d: Chi tiu qung co chim 9% doanh

    thu).

    Mc tiu da trn cc knh tip th khc (v d: E-mail v Tm kim phi c cng m t CPA).

    Mc d cc phng php tip cn c m t bn trn c th t c kh nng sinh li, chng

    khng tnh n cc thay i v khi lng bn hng cc mc tiu cao hn hoc thp hn. Hy

    o lng kh nng sinh li t c, sau th th nghim m t vi mc tiu khc nhau xem

    bn c th tm ra ng dn n kt qu tt hn khng!

    http://support.google.com/adwords/bin/answer.py?hl=vi&answer=2471188http://www.youtube.com/watch?v=jRx7AMb6rZ0

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    7.9. t c kh nng sinh li

    Hiu cch nh gi chnh xc xem chin dch ang kim tin hay mt tin l cha kha thnh

    cng v thng l iu kin tin quyt tng trng. Nu bn xc nh rng chin dch ca

    mnh khng c kh nng sinh li, thng c th t c kh nng sinh li bng cch so snh gi

    mi chuyn i (CPA) vi li nhun trn mi chuyn i d kin v iu chnh t kha hoc gi

    thu CPC n im c kh nng sinh li.

    Vic tm CPA ca bn s d dng vi Theo di chuyn i AdWords. Bn c th d dng tm chi

    ph cho cc hnh ng c th nh mua hng, ng k, mi mua, ng k thu bao v nhiu hnh

    ng khc.

    bt u vi m t v d n gin, gi s bn bn phn mm phi nhc c th ti xung vi gi

    $50. Cc chi ph ca bn l ti thiu, do gn nh ton b $50 s l li nhun cho mi ln bn

    bn hng.

    Trong chin dch AdWords, bn c th s dng tiu chun $50 ny nh gi kh nng sinh li

    ca cc phn khc nhau trong ti khon ca mnh.

    V d 1: Kh nng sinh li cp nhm qung co

    Gi s bn c ba nhm qung co, mi nhm c CPA ring:

    Nhm qung co 1: Phn mm phi nhc CPA: $35

    Nhm qung co 2: Sn xut nhc CPA: $85

    Nhm qung co 3: Trnh bin tp nhc CPA: $53

    Trong nhy mt, bn c th thy rng nhm qung co u tin c kh nng sinh li vi chi ph

    $35 cho li nhun $15 ($50 - 35). Nu chin dch ca bn ang t n ngn sch ca chin dch,

    nhm qung co ny l m t ng c vin tt cho tng trng.

    Hai nhm qung co sau c chi ph mi ln bn hng cao hn so vi li nhun d kin $50 ca

    bn. Bn s mun xem xt k hn t kha, qung co, gi thu v cc ci t khc lm cho

    chng c kh nng sinh li.

    V d 2: Kh nng sinh li cp t kha

    Hy xem xt k nhm qung co Sn xut nhc xem bn c th lm cho nhm qung co

    ny c kh nng sinh li khng. Nhm qung co ny c cc t kha sau:

    T kha 1: sn xut nhc CPA: $42

    T kha 2: phn mm sn xut nhc CPA: $28

    T kha 3: tm hiu v sn xut nhc CPA: $65

    T kha 4: cng ty sn xut nhc CPA: $230

    T kha 5: gi sn xut nhc CPA: $39

    Xem xt cp t kha, bn c th thy ba t kha trong nhm qung co ny thc s c kh

    nng sinh li. Hai t kha khng c kh nng sinh li l tm hiu v sn xut nhc v c ng ty sn

    xut nhc ang khin cho CPA trung bnh cho nhm qung co c v nh khng c kh nng

    sinh li.

    Xem xt k hn cc t kha khng c kh nng sinh li:

    https://support.google.com/adwords/certification/answer/2796498?hl=vi&ref_topic=2795915

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    c ng ty sn xut nhc r rng khng c kh nng sinh li: li nhun $50 - chi ph $230 =

    $180 b mt mi ln bn hng. Xa t kha ny c th a nhm qung co n im c

    kh nng sinh li.

    tm hiu v sn xut nhc khng c kh nng sinh li nhng c th c tim nng. Ngi

    dng quan tm n vic tm hiu v sn xut nhc c th mun s dng phn mm ca

    bn. y l m t tng tuyt vi chia nh t kha ny thnh nhm qung co tm hiu

    v sn xut nhc ring vi cc t kha h tr, vn bn qung co v trang ch. Nu bn

    khng c thi gian ti u ha hon ton, vic th nghim gi thu CPC thp hn c th

    dn n CPA thp hn $50.

    Lu rng trong cc v d trn, kh nng sinh li c tnh ton cp chuyn i cho m t

    sn phm hoc dch v nht nh. Cp ny thng mang tnh thc t cao hn so vi vic c gng

    nh gi cp chin dch hoc cp ti khon.

    V d: chin dch c chi ph qung co $5.000 cho nhiu sn phm hoc dch v khc nhau c th

    kh khn hn trong vic thit lp l c kh nng sinh li. Vic tnh ton li nhun trn mi

    chuyn i k vng cho tng sn phm hoc dch v cung cp cho bn m t tiu chun n gin

    v kh nng sinh li.

    7.10. Cch c tnh gi tr chuyn i

    Khi c tnh gi tr mi chuyn i, thng l chin lc tnh vo cc yu t nh kinh doanh

    khch hng quay li, truyn ming v gi tr khch hng lu di. Vic tnh vo nhng gi tr

    ny c th mang li cho bn tnh linh hot t gi thu cao hn trong khi t tin t gi thu

    di gi tr cho mi nhp chu t.

    Hy cng xem xt m t cng ty v my mc bn hng B2B (doanh nghip ti doanh nghip) c

    tn l Example Machines xem cch thc hot ng. Thay v bn trc tip trc tuyn, Example

    Machines s dng AdWords to khch hng tim nng cho i ng bn hng ca mnh.

    Chng ta cng tnh gi tr .

    Gi tr chuyn i ngn hn cho Example Machines

    Doanh thu giao dch trung bnh: $3.000

    Bin li nhun: 45%

    Khch hng tim nng chuyn i thnh giao dch: 20%

    Gi tr mi chuyn i (ngn hn): $270 ($3.000 * 45% * 20%)

    Tnh gi tr truyn ming

    Example Machines c d liu cho bit mi khch hng thng thu c thm 15% hot ng

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    kinh doanh thng qua truyn ming. Di dy l cch chng ta tnh gi tr :

    Gi tr mi khch hng tim nng (ngn hn): $270

    Li t truyn ming: 15%

    Gi tr mi chuyn i (+truyn ming): $310.50 ($270 * 115%)

    Lu rng chng ta nhn vi 115% thay v 15%. iu ny l do chng ta ang nhn s li thay

    cho l.

    Tnh gi tr khch hng lu di

    Cui cng, Example Machines bit rng mi khch hng mi thc hin mua hng lp li tr gi

    khong $5.000 trong doanh thu lu di. D dng nht l tnh cho gi tr ny thnh gi tr giao

    dch ban u.

    Doanh thu giao dch trung bnh: $3.000

    Hot ng kinh doanh lp li lu di: $5.000

    Bin li nhun: 45%

    Li nhun trn mi khch hng lu di: $3.600 ($3.000 + $5.000)*(45%)

    Sau , chng ta tnh tr li s lng khch hng tim nng chuyn i thnh giao dch v li t

    truyn ming:

    Li nhun trn mi khch hng lu di: $3.600

    Khch hng tim nng chuyn i thnh giao dch: 20%

    Li t truyn ming: 15%

    Gi tr mi chuyn i lu di: $828 ($3.600 * 20% * 115%)

    Lm cch no iu ny cho php t gi thu chin lc hn

    Gi s 5% s nhp chu t chuyn i thnh mi mua v xem iu ny nh hng nh th no

    n gi tr mi nhp chu t ca chng ta:

    Gi tr mi nhp chu t (ngn hn): $13,50 ($270,00 * 5%)

    Gi tr mi nhp chu t (+truyn ming): $15,53 ($310,50 * 5%)

    Gi tr mi nhp chu t (lu di): $41,40 ($828,00 * 5%)

    Lu rng cch tnh trong gi tr chuyn i hon ton cho php Example Machines xem xt

    phm vi gi thu CPC c kh nng sinh li r ng hn.

    Thch thc vi gi tr chuyn i

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    C nhiu yu t c th khin kh c tnh c gi tr chuyn i trong thc t. M t s v d bao

    gm:

    Chui khch sn m hng tn kho b gii hn bi thi gian v s phng trng

    Trang web thng mi in t ni khch hng tm kim m t sn phm, sau mua sn

    phm khc

    Dch v doanh nghip ni quy m giao dch c th thay i t hng nghn n hng triu

    la

    Dch v ng k m khch hng mi c th ng k nhiu loi dch v cung cp theo thi

    gian

    Ngay c trong nhng trng hp kh c tnh gi tr chuyn i, vn c th s dng phm vi c

    tnh cho gi tr chuyn i c kh nng ca bn hoc c tnh chuyn i cho cc yu t kh

    theo di. V d: nu bng trc gic bn tin chc rng li t hnh thc truyn ming chim 20-30%

    gi tr gia tng nhng bn khng c theo di chnh thc, vic s dng 15-20% c tnh chuyn

    i thng hu ch hn vic khng s dng gi tr no c.

    Chn gi tr chuyn i ca bn

    iu quan trng l s dng phng php c ngha i vi doanh nghip v mc tiu qung co

    ca bn. Gi tr chuyn i ngn hn c th hu ch khi bn mun ti a ha li nhun tc th

    hoc chuyn i ca khch hng di dng dng tin mt. Gi tr chuyn i lu di c th hu

    ch hn khi mun ti a ha tng trng di hn. Khi chn gi tr chuyn i, iu quan trng l

    chn phng php ph hp vi mc tiu ca bn.

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    8. AdWords API

    Giao din lp trnh ng dng (API) ca AdWords

    Li ch v ng n ng

    Using AdWords API

    8.1. Giao din lp trnh ng dng (API) ca AdWords

    Giao din lp trnh ng dng (API) ca Google AdWords c thit k dnh cho nh pht trin

    i din cho cc nh qung co ln, hiu bit v c ng ngh v cc bn th ba. Cc bn th ba

    ny bao gm i l, nh tip th bng c ng c tm kim (SEM) v cc chuyn gia tip th trc tuyn

    khc qun l nhiu ti khon khch hng hoc chin dch ln.

    Google AdWords API cho php nh pht trin to ng dng tng tc trc tip vi my ch

    Google AdWords. Vi nhng ng dng ny, nh qung co v bn th ba c th qun l chin

    dch v ti khon AdWords ln hoc phc tp ca mnh hiu qu hn v sng to hn.

    Cch bn c th s dng API

    Do vic trin khai AdWords API yu cu b quyt k thut v k nng lp trnh, kt qu tt nht c

    th t c bi cc nh qung co thu nh pht trin phn mm.

    API linh hot v hu dng -- bn c th s dng API to ng dng p ng cc nhu cu ca

    mnh. S dng API, bn c th:

    T ng to t kha, vn bn qung co, RL ch v bo co ty chnh.

    Tch hp d liu AdWords vi h thng kho hng ca bn qun l cc chin dch da

    trn kho hng.

    Pht trin cc cng c v ng dng b sung gip bn qun l cc ti khon.

    V bn thm ch c th pht trin bng ng n ng m mnh chn. Giao din API SOAP ca

    AdWords c tt c cc ng n ng lp trnh ph bin h tr, bao gm Java, PHP, Python, .NET,

    Perl, Ruby v JavaScript.

    Bt u vi API

    ng k d dng. Tt c nhng g bn cn l ti khon AdWords ang hot ng. Khi bn

    ng k l nh pht trin, bn c th truy cp vo Trung tm AdWords API qun l m th ng

    bo v ci t ngn sch ca mnh. M ca ngi pht trin ca bn l kt hp c o cc ch

    https://support.google.com/partners/answer/2375503?hl=vi&ref_topic=2795216https://support.google.com/partners/answer/3305308?hl=vi&ref_topic=2795216https://support.google.com/partners/topic/2795917?hl=vi&ref_topic=2795216

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    ci, s v k t s nhn dng hot ng AdWords API ca bn. l cha kha ca bn ni

    chuyn vi my ch AdWords v ti khon AdWords ca khch hng.

    8.2. Li ch v ng n ng

    Li ch ca AdWords API

    Vi AdWords API, bn c th s dng cc chng trnh gip bn tng tc vi ti khon AdWords

    ca mnh hiu qu hn. Bn c nhiu c h i pht trin v tch hp -- t n gin nh th ng bo

    bo co t ng cho n to cc ng dng phc tp tch hp vi c s d liu v h thng ca

    doanh nghip hin ti.

    Ty thu c vo nng lc lp trnh v nhu cu qung co ca bn, kh nng thc t kh ng c gii

    hn. M t s kh nng bao gm:

    To t ng t kho, vn bn qung co, URL v cc bo co ty chnh

    Tch hp d liu AdWords vi cc c s d liu khc, chng hn nh cc h thng kim k

    Pht trin cc cng c v ng dng b sung gip bn qun l cc ti khon AdWords tt

    hn

    Ngn ng lp trnh c h tr

    AdWords API s dng SOAP 1.1 v WSDL 1.1.

    SOAP l Giao thc truy cp i tng n gin. Giao thc ny c s dng trao i

    th ng tin v RPC, thng (nhng kh ng nht thit) qua HTTP. Bn c th tm hiu thm

    thng tin ti SoapRPC.com .

    WSDL l Ngn ng m t dch v web. WSDL cung cp m t chnh thc cho dch v web,

    nht l nh IDL ca CORBA.Tp WSDL l tt c nhng g bn cn bit cch gi dch v

    web; cc b cng c c th to m proxy trc tip t tp WSDL.

    Tt c th ng bo c gi th ng qua SSL (https) bo v quyn ring t ca ngi dng v

    c xc thc th ng qua mt khu c nhng. Chng t i hin kh ng s dng bt k th ng s

    k thut WS-* no cp cao hn.

    Mc tiu ca chng t i l c th lin kt hot ng vi b c ng c SOAP trong bt k m i trng

    pht trin no ca khch hng. Hin ti chng t i h tr Java, PHP, Python, .NET, Perl v Ruby.

    8.3. Using AdWords API

    Bt u vi AdWords API

    Cng c v ti nguyn

    8.3.1. Bt u vi AdWords API

    http://www.soaprpc.com/https://support.google.com/partners/answer/3305368?hl=vi&ref_topic=2796170https://support.google.com/partners/answer/3305375?hl=vi&ref_topic=2796171

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    ng k AdWords API

    ng k AdWords API, bn s cn ti khon Trung tm khch hng (MCC). c Cu hi thng

    gp ca chng t i tm hiu thm v MCC. Nu bn c ti khon MCC, bn c th ng k

    AdWords API trc tip t tab Ti khon ca ti. Nhp vo "Trung tm API" v thc hin theo cc

    hng dn p dng cho quyn truy cp AdWords API. m bo rng th ng tin ca bn l

    chnh xc v RL bn cung cp cho c ng ty l ang hot ng. Nu trang web kh ng phi l

    trang hot ng, chng t i s kh ng th x l ng dng ca bn. Trong qu trnh ng k

    AdWords API, bn s c yu cu cung cp th ng tin v nh pht trin, ng dng v ngi

    dng. Bn cng cn ng vi iu khon & iu kin ca chng t i v cung cp th ng tin thanh

    ton cho cc khon ph API.

    Xin lu rng vic lp ha n cho AdWords API ring bit vi thanh ton AdWords khc m bn

    c th thc hin cho cc khon ph khc (chng hn nh chi ph qung co). Tuy nhin, chi ph

    AdWords API s c p dng cho tng hn mc tn dng ca c ng ty bn vi Google. Bn c th

    c Cu hi thng gp ca chng t i bit thm th ng tin v thanh ton cho AdWords API.

    Bn s c ch nh M ca nh pht trin khi ng dng ca bn c chp thun. Chui

    vn bn duy nht bao gm ch ci, s v k hiu ny l m kha ca bn truy cp API. M

    th ng bo s c gi n a ch email ti khon ca bn v cng s s n c qua Trung tm

    AdWords API -- c th truy cp qua tab Ti khon ca ti.

    Khi c chp thun, m th ng bo ca bn s c kch hot v bn c th truy cp API bng

    cch a m ny vo tiu yu cu khi tng tc vi h thng ca chng t i. Di y l m t

    s ti nguyn m bn c th s dng gip bn bt u:

    Hng dn ca nh pht trin

    Din n ca nh pht trin

    M dnh cho ngi mi bt u

    Gii thiu v dch v web AdWords API

    Nh s dng AdWords API, bn c th to v qun l chin dch, nhm qung co, t kha v

    qung co. Bn cng c th to xut t kha, nhn c tnh lu lng truy cp cho s ln

    hin th c d on, nhn s ln nhp chu t v t l nhp cng nh truy xut bo co v hiu

    sut thc t.

    truy cp v qun l ti khon AdWords ca bn bng AdWords API, bn to ng dng khch

    kt ni vi m t hoc nhiu dch v web c cung cp. Mc d mi dch v c th c s dng

    c lp, nhng hu ht cc tnh hung thc t (chng hn nh thm chin dch mi c nhm

    qung co, qung co v t kha) i hi ng dng khch s dng nhiu dch v.

    C ng ngh nhn tin ct li cho AdWords API l Giao thc truy cp i tng n gin (SOAP), l

    giao thc da trn XML v HTTP c h tr r ng ri trong ngnh. AdWords API s dng kiu ti

    liu/ch SOAP 1.1.

    Kh nng theo phin bn ca AdWords API c lit k trong Hng dn ca nh pht trin.

    Danh sch y ca cc dch v web c s n c lit k trong ti liu.

    http://adwords.google.com/support/aw/bin/answer.py?hl=vi&answer=7725http://adwords.google.com/support/aw/bin/answer.py?hl=vi&answer=7725http://www.google.com/support/adwordsapi/bin/answer.py?=hl=vi&answer=173217https://www.google.com/apis/adwords/developer/https://groups-beta.google.com/group/adwords-apihttps://developers.google.com/adwords/api/docs/first-requesthttps://developers.google.com/adwords/api/docs/reference/https://developers.google.com/adwords/api/docs/#new-web-services

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    Yu c u i vi ngi dng AdWords API

    AdWords API c iu khon v iu kin ring m nh pht trin phi ng , nhng iu khon

    v iu kin ny ring bit vi (v b sung cho) iu khon v iu kin chun ca AdWords.

    Nhng iu khon v iu kin ny c th c tm thy trn trang web AdWords API.

    8.3.2. C ng c v ti nguyn

    Tng quan v cng c v ti nguyn ca AdWords API

    Dch v AdWords API c rt nhiu ti nguyn ngoi ti liu m gip nh pht trin bt u

    nhanh chng. Chng t i cung cp th vin khch hng ngun m v ng dng hin ti c th s

    dng lm nn tng cho cc ng dng mi. Ngoi ra chng t i cung cp m i trng h p ct

    nh pht trin c th th nghim m kh ng cn thc hin thay i vi ti khon hoc s dng

    n v AdWords API.

    Ngun thng tin v AdWords API

    Bn c 5 ngun th ng tin v AdWords API:

    Hng dn dnh cho nh pht trin AdWords API l ti liu k thut tham kho dnh cho

    cc c nhn ang to ng dng AdWords API.

    Trung tm tr gip AdWords API tr li cc cu hi thng gp v cung cp dch v

    AdWords API.

    Din n ca nh pht trin l ni tho lun v AdWords API vi cc nh pht trin ging

    nh bn v thnh vin ca nhm Google AdWords API.

    Blog ca AdWords API lu tr tt c cc thng bo, mo v cp nht chng trnh ca

    AdWords API. Tt c nhng thay i v sn phm v pht hnh phin bn mi c thng

    bo trn blog.

    Gii thiu v hp ct API ca AdWords

    H p ct l m i trng th nghim v pht trin ti to chc nng ca cc dch v web AdWords

    API. Bn c th s dng h p ct :

    Pht trin v th nghim ng dng m khng tiu tn n v API (cu c gi c thc hin

    trong h p ct l min ph)

    Th nghim logic s sa i chin dch AdWords ca bn (thay i vi h p ct khng bao

    gi nh hng n chin dch ang hot ng)

    Pht trin th vin khch hng AdWords API m khng cn c ti khon AdWords ( s

    dng h p ct ch cn c ti khon Google)

    Pht trin da trn cc phng php AdWords API mi hoc thay i trc khi thay i

    c hiu lc i vi dch v sn xut

    Tm hiu thm v thc tin tt nht v H p ct API ca AdWords.

    http://code.google.com/apis/adwords/docs/terms.htmlhttp://code.google.com/apis/adwords/docs/developer/index.htmlhttp://www.google.com/support/adwordsapi/?hl=vihttp://groups.google.com/group/adwords-api?pli=1http://googleadsdeveloper.blogspot.com/http://adwordsapi.blogspot.com/2009/03/adwords-api-sandbox-best-practices.html

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    Gii thiu v ti nguyn m AdWords API

    pht trin AdWords API nhanh hn Hng dn ca Nh pht trin v AdWords API bao gm

    nhiu mu v th vin mkhch hng. Th vin khch hng cung cp ch xem cp cao ca

    chc nng AdWords API, gip d dng hn trong vic pht trin nhanh cc ng dng.

    Vic s dng nhng ti nguyn ny cho php bn y nhanh c ng vic pht trin v tp trung

    vo cc nhu cu kinh doanh ca mnh.

    http://code.google.com/apis/adwords/docs/developer/index.htmlhttp://code.google.com/apis/adwords/docs/clients.html