Riba:
- Ikon fahimtar mahimman ra'ayoyi kamar tsarin watsa labarai, isa, mita, CPM/CPC da amfani da hankali na wucin gadi don samar da tashoshi da yanayin kasafin kuɗi.
- Ikon ƙirƙirar daftarin haɗin tashar tashoshi da yanayin rarraba tare da tallafin fasaha na wucin gadi bisa ga masu sauraro da aka yi niyya, manufa da kasafin kuɗi
- Ƙarfin rarrabewa cewa rarraba kasafin kuɗin da aka ba da shawara ta hanyar basirar wucin gadi lamari ne kuma yana buƙatar tabbatarwa tare da ainihin farashi da bayanan dandamali.
Ko da mafi kyawun tallace-tallace yana lalacewa idan an nuna shi a wuri mara kyau kuma a lokacin da bai dace ba. Shirin da ke ƙayyade "inda, ga wane, da wane kasafin kuɗi, da sau nawa" yakin zai bayyana ana kiransa tsarin watsa labarai. Shirye-shiryen watsa labarai na ɗaya daga cikin mafi yawan ƙididdigewa da dabarun talla saboda yana da alaƙa kai tsaye da kuɗi: ya zama dole a ware ƙarancin kasafin kuɗi ga tashoshi waɗanda za su kawo mafi ƙima. AI shine janareta mai ƙarfi mai ƙarfi a cikin wannan yanki: yana iya yin saurin ƙira nau'ikan rarraba kasafin kuɗi daban-daban, gauraya tashoshi, da matches masu sauraro. Amma ka'idar maimaituwa ita ma ta shafi nan: kasafi kasafin kudin da AI ya ba da shawara shi ne yanayin farko, ba tabbataccen shiri ba ne da ake shirin aiwatarwa. Ba a aiwatar da shi ba tare da tabbatarwa ta ainihin farashi da aikin da ya gabata ba.
Kafofin watsa labarai na asali
Kafin mu yi magana game da shirin kafofin watsa labarai, bari mu fayyace ƴan asali ra'ayoyi. Isarwa shine adadin keɓaɓɓun mutane waɗanda suka ga tallan aƙalla sau ɗaya. Mitar ita ce sau nawa matsakaita mutum ya ga tallan. Ra'ayi shine jimlar adadin lokutan tallan ya bayyana akan allon. CPM (Cost Per Mille) shine farashin kowane ra'ayi dubu; Ma'auni ne na gama-gari a cikin kamfen ɗin sa alama. CPC (Cost Per Click) shine farashin kowane danna; Ana amfani da shi a cikin kamfen da aka mayar da hankali kan zirga-zirga. CPA (Cost Per Acquisition) shine farashin kowane saye (siyan, rajista); Yana da ma'auni na kamfen da aka mayar da hankali kan juyawa. Akwai kuma manufa: shin yakin yana son wayar da kan jama'a, zirga-zirga, canzawa? Manufar ita ce ke ƙayyade tashar da zaɓin awo.
Tebur mai zuwa yana taƙaita tashar da ta dace da awo ta manufa:
Manufar yakin neman zabe
Ma'aunin fifiko
Akwai tashoshi (misali)
Fadakarwa (sabon alama)
Shiga, CPM
YouTube, Instagram, waje
Traffic (ziyarci wurin)
CPC, danna-ta ƙimar
Binciken Google, kafofin watsa labarun
Juyawa (sayarwa/sa hannu)
CPA, ROAS
Binciken Google, sake tallatawa
Aminci (abokin ciniki na yanzu)
Haɗin kai, ƙimar buɗewa
Imel, kafofin watsa labarun
Ɗayan ƙarin ra'ayi yana da mahimmanci: kasafin kuɗi. Maimakon mayar da hankali ga kasafin kuɗi kawai a kan lokacin tallace-tallace, yana da lafiya a cikin dogon lokaci don rarraba shi daidai da fahimtar (saman mazurari), kimantawa (tsakiyar) da juyawa (ƙasa). Alamar da ke sanya kuɗi kawai akan juyawa zai yi gwagwarmaya don neman sabbin abokan ciniki na tsawon lokaci saboda ba zai iya haɓaka saman mazurari ba. AI yana da amfani wajen tsara wannan ma'auni a matsayin labari; Amma daidaitaccen rabo yana ƙaddara ta mutane bisa ga balaga da bayanan tarihi na alamar.
Tukwici: Bayyana wurin da ake nufi kafin zaɓar tasha. Hanyar da ta dace ba don sanya kasafin kuɗi a can ba "kawai saboda kowa yana kan Instagram", amma don zaɓar tashar da ta fi dacewa da burin ku (sani ko juyawa). Hakazalika, yi nufin rarraba kasafin kuɗi daidai gwargwado daga wayar da kan jama'a zuwa canji, maimakon zuwa mataki guda ɗaya.
Mataki-mataki: kafa tsarin watsa labarai
Mataki 1 - Ƙayyade burin da KPI. Fadakarwa ko canji? Da wane adadi ne za a auna nasara?
Mataki 2 - Daidaita masu sauraro da tasha. A wace tasha ce mutuminku yake bata lokaci, kuma da wace niyya?
Mataki na 3 - Samar da yanayin kasafin kuɗi. Samfuran jimlar kasafin kuɗi tare da rabawa daban-daban. AI yana zuwa tare da ƴan yanayi a nan.
Mataki 4 - Tabbatar da ainihin farashi. Gwada yanayin tare da ainihin matakan CPM/CPC da bayanan kamfen na tarihi. Ƙididdigar kuɗin da AI ta bayar na iya zama bayan zamani.
Mataki na 5 - Rarraba da inganta kasafin gwaji. Ware wasu daga cikin kasafin kuɗi don koyo; Gungura zuwa tashar da bayanai ke nunawa.
uku mini lokuta
Case 1 - Gudun tsara rubutun. Sarkar gidan cin abinci ta gida ba ta san yadda ake rarraba kasafin buɗe 60,000 TL ba. Sun ba AI makasudin (fadakarwa a cikin yankin nan da nan) da kuma kasafin kuɗi kuma sun nemi yanayin rarrabawa guda uku: daya mai da hankali kan waje, wanda ya mayar da hankali kan kafofin watsa labarun, kuma ɗaya daidaitacce. AI ta tsara abubuwa uku. Ƙungiyar ta zaɓi kafofin watsa labarun + yanayin da aka yi niyya na gida bisa nasu bayanan yanki kuma sun sabunta shi tare da farashi na gaske. AI ta haifar da yanayin, yanke shawara da tabbatarwa sun kasance tare da ɗan adam.
Case 2 - Farashin farashi mara tabbaci. Alamar kasuwancin e-commerce ta yi tsari bisa ga kimanta YZ na "CPM akan Instagram kusan 15 TL" kuma ya raba kasafin tare da wannan zato. Ainihin CPM ya kasance mafi girma saboda yanayi; Kasafin kudin ya kare tun da wuri fiye da yadda ake tsammani kuma ba a cimma burin da aka cimma ba. Kuskure: Sanya ƙididdigar ƙimar AI gaba ɗaya a cikin shirin ba tare da inganta shi tare da ainihin bayanan dandamali ba.
Harka 3 - Darajar kasafin gwaji. Alamar software tana son sanya dukkan kasafin kuɗi cikin tashoshi ɗaya (binciken Google). Tare da shawarar AI, sun ware kashi 20 cikin 100 na kasafin kuɗi don gwada hanyoyin madadin biyu. Gwaji ya nuna cewa LinkedIn ya dawo da ƙananan CPA don wannan samfurin B2B. A wata mai zuwa, an canza kasafin kudin a can kuma farashin saye ya ragu. Kasafin kudin gwaji ya hana makauniyar aiki.
Samfura huɗu masu kwafi
1) Taswirar Tashar Target:
Manufar yaƙin neman zaɓe: [fadakarwa/ zirga-zirga/canzawa].Masu sauraro manufa: [summary na mutum - inda yake ciyar da lokaci] Jimlar kasafin kuɗi: [adadi]. Duration: [kwanaki / mako] .Aiki: Ba da shawarar tashoshi 4-5 da suka dace da wannan manufa da masu sauraro. Ga kowane tashar: dalilin da yasa ya dace, ma'aunin fifiko (CPM / CPC / CPA), da haɗarin yin la'akari. Ba da ainihin farashi; A ɗauka na tabbatar da ainihin bayanan dandamali.
2) janareta yanayin kasafin kuɗi:
Jimlar kasafin kuɗi: [adadi]. Target: [manufa]. Tashoshi: [jeri].Aiki: Ƙirƙirar yanayi daban-daban na rarraba kasafin kuɗi 3 (misali lafiya, daidaitacce, m).Yi kowane labari tebur: tashar | rabon kasafin kuɗi (%) | Matsayin da ake tsammani. Faɗa a farkon cewa waɗannan yanayi ne kuma za a tabbatar da su tare da ainihin farashi da aikin da ya gabata. Kar a bada ainihin lamba.
3) Gwaji da tsarin ilmantarwa:
Budget: [adadin]. Babban tashar: [tashar] .Aiki: Ba da shawarar tsarin gwaji wanda ke ware wani ɓangare na kasafin kuɗi (misali 15-20%) don koyo.
4) Teburin taƙaitaccen tsarin watsa labarai:
Maida waɗannan shawarwari masu zuwa zuwa teburin taƙaitaccen tsarin watsa labarai: Manufar: [...]. Masu sauraro: [...]. Tashoshi da hannun jari na kasafin kuɗi: [...].Aiki: ginshiƙan tebur: tashar, manufa, rabon kasafin kuɗi, ma'aunin fifiko, hanyar aunawa, alhakin. Alama filayen da na bari a ɓace a matsayin "za a cika".
Rauni mai ƙarfi / Ƙarfi mai ƙarfi
Rawanin faɗakarwa:
Rarraba kasafin kuɗi na 100 dubu TL zuwa tashoshin talla a hanya mafi kyau.
Babu manufa, masu sauraro da tsawon lokaci; AI kawai yana ba da rarraba tare da farashi na gabaɗaya da ƙima, ba za a iya tabbatar da shi ba.
Ƙarfi mai ƙarfi:
Manufar yaƙin neman zaɓe: zazzagewa (canzawa) sabon wasan hannu a wata na farko. Masu sauraro: 18-30 shekaru, masu amfani waɗanda ke buga wasannin hannu. Jimlar kasafin kuɗi: 100,000 TL. Duration: makonni 4. Aiki: Samar da yanayin rarraba kasafin kuɗi 3 (tebur). Bari a sami rabon tashoshi da rawar wannan tasha a kowane yanayi. Bari CPA ta zama ma'aunin farko. Daidaitaccen farashi mai dacewa; A ɗauka cewa kowane yanayi za a inganta shi tare da ainihin bayanan dandamali kuma za a ware kasafin gwaji na 15%.
Sautin na biyu yana ba da manufa, masu sauraro, kasafin kuɗi, da tsawon lokaci; Ana ɗaukar fitarwa azaman yanayi kuma an tabbatar da shi tare da ainihin bayanai.
Kuskuren gama gari
- Zaɓi tashar ba tare da fayyace manufar ba. Fadakarwa da juyawa suna buƙatar tashoshi daban-daban da ma'auni.
- Kuskure kimanta ƙimar AI don gaskiya. CPM/CPC na yanzu da takamaiman dandamali; Ba a sanya shi cikin shirin ba tare da tabbatarwa ba.
- Haɗa dukkan kasafin kuɗi zuwa tashar guda ɗaya. Rashin ware kasafin gwaji yana nufin ba a taɓa ganin tashoshi mafi kyau ba.
- Yin watsi da mita. Nuna talla ga mutum ɗaya sau da yawa (yawanci) yana haifar da gajiya da ɓarna na kasafin kuɗi.
- Kuskure yanayin don shiri. Sakamakon AI shine farkon; Shirin ƙarshe yana balaga da ainihin bayanai.
Hankali: Tsarin kafofin watsa labarai takarda ce mai rai. Rabawar farko shine hasashe; Ƙaddamar da kasafin kuɗi (ingantawa) bisa ga jagorar da aka nuna ta hanyar bayanan yayin da yakin ke gudana yana samar da ainihin ƙimar aikin.
a takaice
Shirye-shiryen watsa labarai shine fasahar rarraba ƙarancin kasafin kuɗi zuwa tashoshi waɗanda zasu kawo mafi ƙima kuma shine mafi girman yanki na talla. Ra'ayoyi kamar samun dama, mita, CPM, CPC, CPA sune harshen shirin; Manufar (fadakarwa / zirga-zirga / canzawa) yana ƙayyade tashar da zaɓin awo. AI shine janareta mai saurin yanayi: yana iya ƙirar rarraba kasafin kuɗi daban-daban a cikin mintuna. Amma farashi da rabon da ya bayar shine yanayin farawa; ba a aiwatar da shi ba tare da tabbatarwa akan ainihin farashin dandamali da aikin da ya gabata ba. Bayar da kasafin kuɗi na gwaji da ingantawa bisa bayanai shine ƙimar kasuwancin dindindin.
Aikin aikace-aikace
Zaɓi yaƙin neman zaɓe. (1) Rubuta burin (fadakarwa / zirga-zirga / canzawa), masu sauraro, jimlar kasafin kuɗi, da tsawon lokaci. (2) Sami shawarwarin tashoshi 4-5 tare da "Target-channel mapper". (3) Cire al'amuran rarraba guda 3 tare da "Janarwar yanayin kasafin kuɗi". (4) Zaɓi yanayi, tabbatar da farashin da aka tsara tare da ainihin bayanan dandamali (ta hanyar bincike) da sabuntawa idan akwai. (5) Ware wani ɓangare na kasafin kuɗi don koyo tare da "gwaji da tsarin koyo"; Kula da ma'aunin nasara da lokacin yanke shawara.
jerin abubuwan dubawa
- [ ] Na fayyace manufar kamfen da KPI kafin zaɓin tashar.
- [ ] Na daidaita masu sauraro da tashoshi da suke ciyar da lokaci a kansu.
- [ ] Na ɗauki shawarar kasafin kuɗin AI a matsayin "scenario", ba tabbataccen shiri ba.
- [ ] Na inganta ƙididdiga na farashi tare da ainihin bayanan dandamali.
- [ ] Na yi kasafin kuɗi don gwaji da koyo.
- [ ] Na haɗa da mitar da shirin ingantawa.