1

n Tp Bi Thi: C bn v qung co

Bi kim tra c bn v qung co bao gm cc kha cnh c bn ca AdWords v qung co trc tuyn, k
c qun l ti khon v gi tr ca qung co tm kim.

Ni dung n tp
1. Gii thiu AdWords
2. Qun l ti khon
3. Qun l chin dch v nhm qung co
4. Nhm mc tiu theo t kha
5. Nhm mc tiu theo ngn ng & v tr
6. nh dng qung co
7. Ngn sch v t gi thu
8. o lng v ti u ha
9. Hiu sut, li nhun v tng trng
10. Qun l nhiu ti khon

2

1. Gii thiu AdWords
Hiu AdWords
Qung co trn Google AdWords: tng quan
Cch thc AdWords hot ng
To t vng qung co trc tuyn ca bn
S khc bit gia kt qu tm kim v qung co ca Google
Nhng g cn theo di da trn mc tiu qung co ca bn
Chi ph c tnh nh th no trong AdWords
Hiu v tr qung co v Xp hng qung co

Hiu Mng Google
Mng Google
Gii thiu v Mng tm kim ca Google
Gii thiu v Mng hin th ca Google
V tr qung co c th xut hin trong Mng hin th
Gii thiu v nhm mc tiu theo ng cnh

1.1. Qung co trn Google AdWords: tng quan
AdWords, chng trnh qung co trc tuyn ca Google, cho php bn tip cn cc khch
hng mi v pht trin doanh nghip ca mnh.
Chn ni qung co ca bn xut hin, t ngn sch m bn thy hi lng v o lng
tc ng ca qung co.
Khng c cam kt chi tiu ti thiu. Bn c th tm dng hoc dng bt k lc no.
Hy bt u ti https://adwords.google.com.vn.
Tip cn mi ngi khi h tm kim t hoc cm t (m chng ti gi l t kha) hoc duyt
cc trang web c ch lin quan n doanh nghip ca bn. Qung co ca bn c th xut
hin trn Google v cc trang web i tc ca Google. Vi t gi thu gi mi nhp chut (CPC),
bn ch b tnh ph khi ai nhp vo qung co ca bn.

Qung co ca bn xut hin
bn cnh ni dung c lin quan
Mi ngi nhp vo qung co
ca bn
V kt ni vi doanh nghip ca
bn

3

Li ch ca qung co vi Google AdWords
Mt vi iu quan trng khin AdWords khc bit so vi cc loi qung co khc. S dng
AdWords, bn c th:


Tip cn mi ngi vo ng thi im h ang tm kim
nhng g bn cung cp

Qung co ca bn c hin th cho nhng ngi ang tm
kim cc loi sn phm v dch v m bn cung cp. Bi vy
nhng ngi c nhiu kh nng thc hin hnh ng hn.
Bn c th chn v tr qung co ca mnh xut hin -- trn
trang web c th no v trong khu vc a l no (tiu bang,
th trn hoc thm ch vng ln cn).
Ch tnh ring Mng hin th ca Google (GDN) tip cn 80%
ngi dng Internet Hoa K.



Kim sot ngn sch ca bn

Vi t gi thu gi mi nhp chut (CPC), bn ch b tnh ph
khi ai nhp vo qung co ca bn, ch khng phi khi
qung co ca bn xut hin. C nhiu ty chn t gi thu
khc nhau m bn c th chn.
Bn quyt nh s tin nhiu hay t m mnh mun chi tiu
hng thng v bn s khng bao gi b tnh ph nhiu hn s
tin .
Khng c cam kt chi tiu ti thiu.



Thy chnh xc phn no c hiu qu trong qung co ca bn
v xy dng da trn phn

Xem bo co v mc hiu qu m qung co ca bn ang
hot ng -- xem s lng khch hng mi kt ni vi doanh
nghip ca bn t qung co, h n t u, v.v...
S dng cng c ca AdWords chnh sa v ci thin
qung co ca bn v tng s lng khch hng tim nng
lin h vi doanh nghip ca bn.

V d:
Gi s bn qun l mt ca hng sa xe p gn Boston. Hy t qung co ca bn xut
hin cho cc khch hng ngay a im v khi ai ang sng hoc n tm kim
"sa xe p gn Boston" trn Google, h c th nhn thy qung co ca bn v nhp vo
kt ni vi doanh nghip ca bn.

1.2. Cch thc AdWords hot ng
4

Gi y bn c tng quan v AdWords ca chng ti v hiu cch chng trnh qung co
ca Google c th gip bn pht trin doanh nghip ca mnh, hy cng i su vo mt s khi
nim quan trng ca AdWords. hiu cch AdWords hot ng, quan trng l t lm quen vi
mt s nn tng xy dng chnh -- nh t kha, v tr, Xp hng qung co, gi thu v im
cht lng.
Lm cch no t kha kch hot qung co ca bn xut hin
T kha l cc t hoc cm t m bn chn c th kch hot qung co ca mnh hin th trn
cc trang web tm kim v cc trang web khc. V d: nu bn phn phi hoa ti, bn c th s
dng "phn phi hoa ti" lm mt t kha trong chin dch AdWords ca mnh. Khi ai tm
kim trn Google s dng cm t "phn phi hoa ti" hoc cm t tng t, qung co ca
bn c th xut hin bn cnh kt qu tm kim ca Google. Qung co ca bn cng c th
xut hin trn cc trang web khc trong Mng Google lin quan n phn phi hoa ti.

Mo
Bng cch to mt danh sch t kha lin quan n sn phm hoc dch v ca bn v m
bo rng chng c th thay v chung chung (v d: "phn phi hoa ti" thay v ch n gin l
"hoa"), bn thng c th hin th qung co ca bn cho nhng ngi quan tm nht n
sn phm hoc dch v ca bn. iu ny ci thin hiu sut qung co ca bn v gip s
tin qung co ca bn c lu hn.
V tr: Qung co trn trang web khng tm kim
T kha c th kch hot qung co ca bn xut hin bn cnh kt qu tm kim trn Google
v cc trang web tm kim khc. Nhng t kha cng c th kch hot qung co ca bn
hin th trn cc trang web khc trn Internet -- v d: cc sn phm do Google s hu nh
YouTube v trang web i tc ca Google nh NYTimes.com hoc Families.com. Chng ti gi
y l "v tr". V tr c th bao gm ton b trang web hoc ch l mt phn ca trang web. V
cc trang web ny l tt c cc phn ca nhng g chng ti gi l Mng hin th.
Google c th t ng xc nh v tr qung co ca bn xut hin bng cch i snh t kha
ti cc trang web trong Mng hin th. Hoc, nu bn mun kim sot tt hn i vi v tr
qung co ca bn xut hin, bn c th t chn cc v tr c th. Bn c th t gi thu cho
mi v tr v chn trang web m qung co ca bn c th xut hin.
Xp hng qung co: Cch Google xc nh qung co no xut hin ti v tr no
By gi, gi s rng nhiu nh qung co s dng t kha ging nhau kch hot qung co
ca h hoc mun qung co ca h xut hin trn cng cc trang web. Lm cch no Google
xc nh qung co ca ai s xut hin v theo th t no? iu c thc hin t ng,
da trn iu chng ti gi l Xp hng qung co.
Xp hng qung co ca bn da trn s kt hp gi thu (s tin bn sn sng chi tiu)
v im cht lng ca bn (o lng cht lng qung co, t kha v trang web ca bn).
Ty thuc vo ni qung co ca bn hin th v loi nhm mc tiu bn s dng, cng thc
cho Xp hng qung co c th khc i cht nhng lun kt hp gi thu v im cht lng.
Chng ti s i vo chi tit hn v im cht lng bn di; iu quan trng cn bit y l
cht lng v mc lin quan ca cc t kha, trang ch v qung co ca bn c tm quan
trng i vi xp hng qung co ca bn nh s tin bn sn sn chi tiu.
Gii thiu i cht v t gi thu v im cht lng
5

Gi thu v im cht lng ca bn c th hot ng hi khc qua cc loi chin dch khc
nhau. Sau y l mt s v d gip minh ha.
Vi qung co c nhm mc tiu theo t kha trn Google v i tc tm kim ca Google,
gi thu ca bn s l gi thu gi ti a mi nhp chut -- s tin ti a bn sn sng tr cho
mi nhp chut trn qung co ca bn. im cht lng da trn mc lin quan ca cc t
kha, cht lng trang ch, t l nhp chut (CTR) ca qung co c iu chnh cho v tr
ca qung co trn trang v mt vi yu t khc.
Trong trng hp qung co c nhm mc tiu theo v tr trn Mng hin th ca Google, vic
s dng t gi thu t gi thu gi mi nghn ln hin th (CPM), im cht lng ca bn
ch da trn cht lng ca trang ch.
C nhiu bin th, nhng ch chung th ging nhau.
Ty chn thanh ton ca bn vo cui ngy
Bn s lun tr s tin thp nht c th cho v tr tt nht m bn c th nhn c im cht
lng v gi thu nht nh. tm s tin ny, Google xem xt Xp hng qung co ca qung
co hin th ti v tr tip theo (v d: vi qung co xut hin trn trang tm kim ca Google,
y s l v tr ngay bn di qung co ca bn) v ch tnh ph bn s tin gi thu thp nht
vt qua Xp hng qung co ca qung co , lm trn n xu gn nht. V vy, d s tin
gi thu ca bn l bao nhiu, bn s ch tr mc ti thiu cn vt qua nh qung co bn
di bn.

1.3. To t vng qung co trc tuyn ca bn
Bn mi lm quen vi qung co trc tuyn? Trc khi bt u qung co vi AdWords, bn s
mun to t vng trc tuyn ca mnh. Chng ti a ra 6 cm t quan trng cho cc nh
qung co mi nh bn. V cc cm t y c to da trn mt cm t khc, hy c gng
c chng theo th t. Khi bn hon tt, bn s thy cc cm t c a vo ng cnh vi
cng ty cho thu kayak h cu California.

nh ngha V d:
Cm t tm kim: Cc t hoc cm t m mi
ngi s dng khi tm kim trc tuyn. Bn
cht ca thng tin, sn phm hoc dch v m
h mun tm.

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

Chin dch: K hoch ca bn hin th
qung co cho nhng ngi c nhiu kh nng
mun dch v ca bn nht. Chin dch kt hp
cc yu t sau y gip qung co ca bn
T kha: cho thu kayak, cho thu kayak CA,
ca hng kayak

Qung co:
6

hin th cho ng ngi vo ng thi im:
T kha: Cm t tm kim m bn ngh
rng khch hng c th s dng khi tm
kim iu g c lin quan n dch v
ca bn.
Qung co: Thng ip duy nht v hng
ha, sn phm hoc dch v ca bn.
Qung co c th l vn bn, hnh nh
hoc video, min l bn m t dch v ca
mnh, bao gm cc im bn hng quan
trng v cho khch hng bit cch phn
hi.
Phng php nhm mc tiu: Cc iu
kin cho thi im hin th qung co ca
bn, chng hn nh v tr, ngn ng v
hn th na.


Phng php nhm mc tiu: California, gii
tr v th thao
Khng phi tr tin so vi qung co: Google
chia cc kt qu tm kim thnh hai loi danh
sch:
Khng phi tr tin: Danh sch cc trang
web i snh vi cm t tm kim ca
ngi no . Khng ai phi tr tin
trang web ca h hin th trong cc kt
qu ny.
Qung co: Danh sch qung co i
snh vi cm t tm kim ca ngi no
. Nh qung co c th tr tin
qung co ca h hin th da trn cc t
kha v cc phng php nhm mc tiu
m h chn v cc qung co m h
to.
Qung co cn c gi l: kt qu phi tr tin

S ln hin th: S ln qung co ca bn xut
hin trn trang web, ng dng trn in thoi
di ng hoc bt k ni no khc m qung co
hin th. S ln hin th l mt n v o lng,
ging nh qung co truyn hnh c s lng
xem b truyn hnh v qung co tp ch c s
lng n bn bn.

Cn c gi l: s ln hin th qung co

CPC tr.bnh hoc gi mi nhp chut trung
bnh: Gi trung bnh bn phi tr mi khi c ai
nhp vo qung co ca bn. CPC tr.bnh
rt hu ch khi bn mun so snh hiu sut ca
cc t kha, chin dch, qung co, v.v... khc
nhau.
CPC tr.bnh = Chi ph
S nhp chut
Cn c gi l: tr tin cho mi ln nhp chut
Chin dch cho thu kayak ny c chi ph l
50 la M v nhn c 25 nhp chut
qung co.
CPC tr.bnh = 50 la
25 nhp chut
CPC tr.bnh l 2 la.
7

Trang ch: Trang web ni bn a khch
hng n sau khi h nhp vo qung co
ca bn. Trang ch nn bao gm cc chi tit,
im bn hng v thng tin khuyn mi ging
vi qung co ca bn.


1.4. S khc bit gia kt qu tm kim v qung co ca Google
Khi mi ngi tm kim iu g h mun trn Google, h s tm thy hai loi kt qu: kt qu
tm kim v qung co AdWords. Kt qu tm kim xut hin di dng lin kt trn cc trang
kt qu tm kim v khng phi l mt phn ca chng trnh qung co ca Google. Qung
co AdWords xut hin trong nhn "Qung co" v c th c t ti mt vi v tr xung quanh
cc kt qu tm kim min ph.

Kt qu tm kim: Cc kt qu ny hin th di dng lin kt trn trang tm kim ca
Google. Bn cng c th xem kt qu c lin quan trn bn lit k v tr doanh nghip
a phng, thng tin lin h v hng dn ch ng. Kt qu tm kim ca Google c
lp vi cc chng trnh qung co ca Google.
Qung co AdWords: Nhng qung co ny xut hin trong nhn "Qung co" dc theo,
bn trn hoc bn di kt qu tm kim min ph. Nu bn cha phi l nh qung co
AdWords nhng mun hin th qung co ti y, bn c th ng k trn trang ch
AdWords.
Di y l tng quan nhanh gip bn hiu s khc bit gia hai loi kt qu:
Kt qu tm kim Qung co AdWords
V tr qung
co s xut
hin
Thng thng pha di gia trang,
bn di hp c t mu
Thng thng dc theo cnh trang
(nh u trang, bn phi v cui
trang), trn nn c t mu
8


Cch qung
co c
i snh
Google hin th cc lin kt n cc
trang web c lin quan n tm kim
ca mt ngi da trn vn bn trn
trang v lin kt n trang
Google i snh qung co vi tm
kim ca mt ngi da trn tm kim
i snh cht ch nh th no vi t
kha bn chn v ci t chin dch
ca bn
Cch qung
co c
sp xp
Kt qu c sp xp trn trang da
trn nhng iu nh mc lin quan
n cm t tm kim v tnh ph bin
Qung co c sp xp da trn s
kt hp ca gi thu CPC v mc
lin quan

1.5. Nhng g cn theo di da trn mc tiu qung co ca bn
Google AdWords l tt c v kt qu. T ln u tin bn to qung co, iu quan trng l phi
bit bn mun nhn c g t chin dch v bit cch o lng thnh cng ca mnh. Bn
mun tng lu lng truy cp vo trang web ca mnh? Hoc tng doanh s bn hng, chuyn
i hoc ROI? Tng nhn thc v thng hiu? Ging nh bng tuyt, khng c hai chin dch
qung co hon ton ging nhau, nhng nhiu chin dch chia s cc mc tiu tng t. Chn
mc tiu ca bn bn di v chng ti s cho bn bit d liu tt nht nn theo di.
Hy nh rng iu quan trng l phi xc nh r v u tin cc mc tiu c th m bn mun
t c vi qung co AdWords ca mnh v sau qun l cc chin dch da trn cc mc
tiu . Mc tiu ci t s gip bn thc hin thay i thng minh ci thin hiu sut.
Mc tiu ca bn l g?
Tng lu lng truy cp vo trang web ca ti
Chin dch tp trung vo vic tng lu lng truy cp c th c to bi t chc mun qung
b t vn ng gy qu mi hoc doanh nghip mun tng doanh s bn hng ca mt sn
phm mi.
Tp trung vo: s nhp chut, t l nhp, hiu sut t kha, cm t tm kim
Tng s nhp chut v CTR
Nu bn mun s dng AdWords tng lu lng truy cp n trang web ca bn,
hy th tp trung tng s nhp chut v t l nhp (CTR). Bn c th t c iu
ny bng cch to vn bn qung co tuyt vi, t chc nhm qung co ca bn theo
ch ph bin, sn phm hoc mc tiu, ng thi to cc danh sch nh hn (v d:
di t 20-30 t) ca t kha c nhm theo ch cht ch nhm m bo qung
co ca bn c lin quan cao v rt thu ht khch hng. Sau , iu quan trng l phi
9

theo di cht ch hiu sut ca bn. Nhn nhiu mo khc to qung co vn bn
thnh cng.
Duy tr danh sch t kha tt
Bn cng s mun theo di hiu sut t kha ca mnh cng nh xa v thay th
nhng t kha khng hiu qu vi bn. Theo nguyn tc chung, CTR l 1% hoc cao hn
v im cht lng t 5 tr ln cho thy t kha ang hot ng tt. Tuy nhin, iu
ny c th khc nhau gia cc ti khon, do , hon ton ty thuc vo vic bn quyt
nh t kha c ang to lu lng truy cp cht lng cao hay khng.
Xem xt cm t tm kim ca bn
Cm t tm kim l mt yu t quan trng khc cn xem xt. AdWords cho php
bn xem danh sch tm kim ca khch hng kch hot qung co ca bn v sau
thm cc tm kim di dng t kha mi. Hoc, nu bn nhn thy cc cm t tm
kim khng c lin quan n doanh nghip ca mnh, bn c th thm chng di dng
t kha ph nh. Bo co cm t tm kim c th gip bn phn bit gia lu lng
truy cp chung vo qung co ca bn v lu lng truy cp thc s c lin quan (ni
cch khc l kiu ngi bn mun chuyn thnh khch hng).

Tm hiu thm v d liu tt nht nn theo di khi bn mun tng lu lng truy cp v
ni tm thy lu lng truy cp trong ti khon ca bn.

Tng doanh s bn hng hoc cc loi chuyn i khc
Chin dch c tp trung vo vic tng doanh s bn hng v chuyn i c th c to bi
mt cng ty mun bn c nhiu sn phm c th hoc mt t chc phi li nhun mun
khuyn khch khch truy cp k vo n thnh cu v nguyn nhn quan trng.
Tp trung vo: d liu chuyn i, URL ch
Tng chuyn i
Chuyn i AdWords xy ra khi c ai nhp vo qung co ca bn v thc hin hnh
ng trn trang web m bn ngh l c gi tr, cho d l mua hng, ng k bn tin
hay yu cu nhn thm thng tin v t chc ca bn. Bc quan trng nht m bn c
th thc hin tng doanh s bn hng v chuyn i khc l -- bn c th on c
-- bt u quan tm cht ch n d liu chuyn i v cp nht chin dch ca mnh
da trn nhng g bn tm hiu.
V d: sau khi theo di chuyn i, bn c th nhn thy rng mt t kha nht nh
dn n nhiu chuyn i, trong khi mt t kha khc th khng. Bn c th chn chi
tiu nhiu ngn sch hn cho t kha to ra nhiu chuyn i hn.
Chn URL ch c lin quan
Ngoi vic theo di chuyn i, bn cng nn m bo URL ch m bn s dng cho
mi qung co hng khch hng n trang c lin quan nht trong trang web ca bn.
Tt nht, trang web s c dnh ring cho sn phm hoc dch v c th c lm
ni bt trong qung co ca bn.
Tm hiu loi d liu no cn theo di khi bn mun tng doanh s bn hng v ni tm
thy d liu trong ti khon ca bn.

10

Ti mun tng nhn thc v thng hiu
Chin dch tp trung vo nhn thc v thng hiu c th c to bi cng ty xe hi mun to
hiu ng lan truyn cho kiu xe mi hoc cng ty phim nh mun qung b b phim mi bng
cch cung cp cho khch truy cp on trch nh.
Tp trung vo: s ln hin th, tng tc ca khch hng, phm vi tip cn v tn
sut
Tng s ln hin th
Nu mc tiu qung co l xy dng thng hiu, l do qung co trc tuyn chnh l
tng nhn thc v kh nng hin th sn phm, dch v hoc s nghip ca bn. Mc
tiu ca bn c th bao gm vic tng lu lng truy cp vo trang web v khuyn khch
khch hng tng tc hoc tm hiu thm v thng hiu ca bn. t c iu
ny, bn s mun thc y s ln hin th nhm c gng hin th qung co ca mnh
cho nhiu ngi nht c th trong phm vi i tng mc tiu ca bn.
h4>Thc y tng tc ca khch hng
Trong khi s ln hin th th hin s lng khch hng xem qung co ca bn, th
tng tc ca khch hng th hin mc th v m khch hng thy qung co ca
bn. Khch hng c thc s nhp vo qung co hoc xem video khng? iu c
ngha l h tng tc. Bn c th s dng CTR cho cc chin dch ca Mng tm kim
v chuyn i cho cc chin dch ca Mng hin th o lng tng tc. S dng cc
con s v phm vi tip cn v tn sut tm hiu s ngi tip xc vi qung co
ca bn v tn sut h thy qung co.
Tm hiu thm v iu g xc nh chin dch xy dng thng hiu, d liu no cn
theo di v ni tm thy d liu trong ti khon ca bn.

Ti mun tng li tc u t (ROI) ca mnh
Bn c th s dng tnh ton ROI so snh hai chin dch qung co vi nhau xem bn
kim c bao nhiu tin t mi chin dch. V d: mt nh sn xut gm c th xc nh
rng bnh mu xanh dng r hn bn chy hn trong mt chin dch thc s to ra li nhun
nhiu hn so vi bnh mu xanh l cy t hn trong mt chin dch khc.
Tp trung vo: chuyn i
ROI l t l chi ph so vi li nhun ca bn. ROI thng l thc o quan trng nht i
vi nh qung co, bi v s liu ny da trn cc mc tiu qung co c th v cho thy
tc ng ti chnh ca n lc qung co ln doanh nghip ca bn. ci thin ROI,
trc tin, bn cn phi bt u o lng chuyn i. Khi bn hon thnh, bn c
th nh gi ROI m bo rng s tin bn chi tiu vo qung co ang chuyn
thnh li nhun cho doanh nghip ca mnh.

1.6. Chi ph c tnh nh th no trong AdWords
AdWords cho bn quyn kim sot chi ph qung co ca mnh. Khng c s tin ti thiu m
bn phi chi tiu. Bn t ngn sch hng ngy trung bnh v chn cch bn s tiu tin ca
mnh. Vo ti khon ca bn tihttps://adwords.google.com.vn xem ton b bo co ca chi
ph qung co v lch s thanh ton ca bn bt k lc no.
11

Mi khi ai tm kim trn Google, AdWords s chy phin u gi xc nh qung co hin
th trn trang kt qu tm kim v xp hng ca nhng qung co trn trang. t qung
co ca bn trong phin u gi ny, trc tin bn phi quyt nh loi hnh ng ca khch
hng m bn mun tr tin cho. V d: bn c th chn tr tin cho nhng hnh ng sau:

S ln qung co ca bn c hin th.

y c gi l gi thu gi mi nghn ln hin th hay CPM. Chng
ti khuyn s dng phng php t gi thu CPM nu bn mun
tng nhn bit v thng hiu ca mnh. Lu rng t gi thu
CPM ch c sn cho chin dch trn Mng hin th.

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

y c gi l gi thu gi mi nhp chut hay CPC. Chng ti
khuyn s dng phng php t gi thu CPC nu bn mun thc
y lu lng truy cp n trang web ca mnh.

Mi khi mi ngi thc hin hnh ng c th trn trang web
ca bn sau khi nhp vo mt trong nhng qung co ca bn.

y c gi l gi thu gi mi chuyn i hay CPA. Chng ti
ngh phng php t gi thu CPA cho cc nh qung co
AdWords dy dn quan tm nchuyn i, nh mua hng hoc
ng k.

Cc phng php ny c gi l ty chn t gi thu ca bn. Hu ht mi ngi bt u
trong AdWords u s dng ty chn t gi thu CPC c bn, c ngha l h tch ly chi ph
da trn s lng nhp chut h nhn c trn qung co ca mnh.

Nu bn s dng ty chn ny, s tin bn b tnh ph cho mi nhp chut ty thuc mt phn
vo gi thu gi ti a mi nhp chut bn t trong ti khon ca mnh, cn c gi l gi
thu CPC ti a. S tin ny tng ng vi s tin cao nht m bn s tr cho mt nhp chut
vo qung co (tr khi bn t iu chnh gi thu hoc s dng CPC nng cao). Thc t, s
tin nhiu nht bn s tr l s tin ti thiu bt buc gi v tr qung co v bt k nh
dng qung co no c hin th cng vi qung co ca bn (bao gm bt k ph dch
v hin hnh no c th p dng cho chin dch trn Mng hin th).

V d:
Gi s bn t gi thu CPC ti a l 1 la cho qung co ca mnh. S tin nhiu nht bn
s tr khi khch hng nhp vo qung co ca bn l 1 la. Thng bn s tr t hn gi
thu ti a ca mnh. S tin bn tr c gi l CPC thc t.

12

c thm: u gi qung co
Khi nim
Mi khi qung co AdWords xut hin, qung co phi tri qua iu m chng ti gi
l u gi qung co, quy trnh quyt nh qung co no s xut hin v theo th t
no. u gi qung co y khng ging u gi ngh thut ni ngi t gi thu
cao nht lun chin thng; thay vo , AdWords thc hin iu th v hn mt cht:
1. Tm kim
Jose tm kim "giao pizza" trong tnh trng bng i cn co.
2. Qung co c rt gn
H thng AdWords tm tt c cc qung co c t kha i snh gn vi cm t "giao
pizza".
3. Qung co c rt gn nhiu hn
T tp hp cc qung co i snh , h thng b qua mi qung co khng iu
kin, nh qung co nhm mc tiu quc gia khc hoc b t chi.
4. Qung co c sp xp th t
Qung co cn li c hin th, sp xp th t trn trang da trn cng thc chng ti
gi l Xp hng qung co, kt hp s tin gi thu, cht lng v tc ng d kin
ca tin ch m rng v nh dng qung co khc.
5. Qung co xut hin!
Jose nhn thy cc qung co c lin quan xut hin v t hng bnh pizza m mnh
mun.
6. Lp li qu trnh
Lc no cng c ai mun n bnh pizza v thc hin tm kim, ton b qu trnh u
gi bt u li vi kt qu c th khc bit mi ln, ty thuc vo i th cnh tranh lc
.
Ti sao ngn sch hng ngy trung bnh li quan trng
iu quan trng nht cn nh l qu trnh u gi s dng c cht lng, gi thu v
tc ng d kin ca tin ch m rng v nh dng qung co khc xc nh v tr
qung co ca bn. V vy, ngay c khi i th cnh tranh ca bn t gi thu cao hn
bn, bn vn c th ginh c v tr cao hn -- vi gi thp hn -- bng t kha, qung
co v tin ch m rng c lin quan cao.
13

ng thi, hy nh rng qu trnh u gi c lp li cho mi tm kim trn Google,
mi ln vi kt qu c th khc nhau ty thuc vo i th cnh tranh ti thi im
v qung co no bn s dng. Do , ng lo lng nu v tr ca bn trn trang dao
ng -- vic v tr thay i mi ln l bnh thng.
Cch bn s thy iu
Trong bc 4 c trnh by trn, qung co c sp xp th t trn trang (tc l v
tr qung co ca bn) s dng cng thc c gi l Xp hng qung co. Cc thnh
phn chnh ca Xp hng qung co l gi thu, cht lng ca qung co, t kha v
trang web ca bn, cng nh tc ng d kin ca tin ch m rng v nh dng qung
co khc. Nu bn mun tng v tr ca mnh, bn cn nh bi i th cnh tranh ca
mnh bng cht lng, s tin gi thu hoc kt hp c hai bin php.

Kim sot chi ph ca bn
V bn hiu c cc khi nim c bn v cch chi ph hot ng trong AdWords nh th
no, hy xem cc cch bn c th kim sot chi ph ca mnh:
t ngn sch hng ngy kim sot s tin bn chi tiu

gn sch hng ngy ca bn xc nh s tin trung bnh bn mun chi tiu mi ngy
cho tng chin dch qung co trong ti khon ca mnh. Quy m ngn sch ca bn
hon ton ty thuc vo bn v bn c th chnh sa s tin ny bt k khi no mnh
thch.

Hy nh rng khi bn t gi thu CPC ti a, s tin bn b tnh ph cho mt nhp
chut ln qung co ca bn trong mt phin u gi c th c th t hn so vi s tin
ti a ca bn. iu ny c ngha l s tin m bn tr cho nhp chut ln qung co
ca mnh - CPC thc t - c kh nng s thay i theo tng phin u gi. Mc d CPC
thc t ca bn c th thay i, ngn sch hng ngy ca bn s gii hn s tin bn c
th tch ly cho chi ph nhp chut t ngy ny sang ngy khc.

Google c th cho php pht sinh thm ti a 20% s nhp chut trong mt ngy so vi
ngn sch hng ngy m bn ch nh. Chng ti gi y l phn phi qu. Phn phi
qu c th gip b li cho nhng ngy m lu lng truy cp chm v qung co ca
bn khng nhn c nhiu hin th qung co. Tuy nhin, trong thi hn thanh ton
nht nh, bn s khng bao gi b tnh ph nhiu hn s ngy trung bnh trong mt
thng (khong 30,4) nhn vi ngn sch hng ngy ca mnh.

V d:
Nu ngn sch cho chin dch qung co ca bn vn l 10 la mi ngy trong sut
ton b thng th s tin ti a bn s b tnh ph cho chin dch trong thng l
304 la (10 la x trung bnh 30,4 ngy mi thng).
Tinh chnh gi thu ca bn
Nu bn s dng ty chn t gi thu gi mi nhp chut, bn s t gi thu CPC ti
a cho qung co ca mnh. Bn lun lun c th gim s tin gi thu ca mnh, nhng
nu bn lm vy, iu ny c th khin qung co ca bn hin th v tr thp hn trn
trang u tin ca kt qu tm kim, khin qung co di chuyn t v tr u tin xung
14

cnh hoc v tr di cng hoc khin qung co b loi khi trang u tin ca kt
qu tm kim. Ni chung, gi thu CPC ti a cao hn c th cho php qung co ca
bn hin th v tr cao hn trn trang.
Mo
Bn c th t ng cp nht gi thu ca mnh, da trn ngn sch hng ngy bn
t. Khi , h thng s tch cc tm nhiu nhp chut nht c th cho ngn sch ca
bn. Ty chn ny c gi lt gi thu t ng.
To qung co c lin quan hn nhn c nhiu nht cho s tin ca bn
Qung co v t kha cht lng cao l cch quan trng m bo rng bn ang
nhn c nhiu nht cho s tin ca mnh.
Bn c th tng gi thu CPC ti a c gng gip qung co ca mnh hin th v tr
cao hn trn trang. Nhng bn cng c th tng v tr ca qung co bng cch ci thin
cht lng qung co, t kha v trang web m khng tng chi ph.
khuyn khch qung co cht lng cao, Google s dng php o c gi l im
cht lng. Cht lng qung co ca bn cng cao, s tin bn tr cho mt v tr
qung co cho trc cng thp v ngc li.

V d:
Gi s gi thu CPC ti a ca bn l 2 la. Trong khi , i th cnh tranh ca
bn c gi thu CPC ti a l 3 la nhng cht lng qung co ca h di mc
trung bnh. Do cht lng qung co ca bn cao hn, qung co ca bn thc t c
th hin th v tr cao hn trn trang, ngay c khi gi thu ca bn thp hn.

1.7. Hiu v tr qung co v Xp hng qung co
V tr qung co l th t m qung co ca bn xut hin trn mt trang. V d: v tr qung
co "1" c ngha qung co ca bn l qung co u tin trn mt trang. Ni chung, vic c v
tr qung co cao s tt hn, v nhiu kh nng s c nhiu khch hng nhn thy qung co ca
bn hn. Qung co c th xut hin u trang kt qu tm kim, bn cnh trang hoc
cui trang.
V tr qung co c xc nh nh th no

V tr qung co c xc nh bi Xp hng qung co
ca bn trong phin u gi. Xp hng qung co l
im s da trn gi thu v im cht lng ca
bn. Nu bn ang s dng ty chn t gi thu gi
mi nhp chut, gi thu ca bn l s tin bn mun
tr cho mt nhp chut vo qung co ca mnh. im
cht lng ca bn l php o mc lin quan v hu
ch ca t kha, vn bn qung co v trang ch i vi
nhng g ngi dng ang tm kim. Lu rng nu bn
ang s dng tin ch m rng, chng hn nh lin kt
trang web, tc ng d kin t cc tin ch m rng
l yu t c tnh vo Xp hng qung co. iu ny c
15

ngha l nu hai qung co cnh tranh c cng gi thu v cht lng, th qung co c tc ng
d kin tt hn t tin ch m rng thng s xut hin v tr cao hn qung co cn li.
ci thin v tr qung co, bn c th tng gi thu hoc bn c th tp trung vo ci thin
im cht lng ca mnh. Xem phn "Bc tip theo" bn di bit thm thng tin v im
cht lng v cch ti u ha v tr qung co ca bn bng cch ci thin cht lng qung
co.

Lu
Do tnh a dng ca cc trang web trn Mng hin th ca Google, nn v tr trung bnh c th
km hu ch trong vic ti u ha cho hiu sut trn mng ny. Nu bn mun o lng
hiu sut trn Mng hin th, chng ti khuyn bn nn tp trung vo cc s liu nh chuyn
i v ROI. c thm v cch nh gi hiu sut qung co trn Mng hin th.
Cch cc qung co xoay vng qua cc trang kt qu tm kim

Qung co xoay vng qua cc trang kt qu tm kim da
trn Xp hng qung co. Qung co c Xp hng qung co
cao nht s xut hin v tr iu kin u tin trn trang
kt qu tm kim. Qung co c Xp hng qung co cao th
hai s xut hin di v tr v tip tc gim dn xung
di trang.
Khi khch hng duyt n cc trang kt qu tm kim tip
theo (v d: h nhp voTip theo xem thm cc trang
kt qu tm kim), hai quy tc sau thng s p dng cho cc
qung co iu kin hin th, trong :
V tr "Hng u" (trn cng ca trang): Tt c qung co xp hng cao u iu kin
hin th v tr trn cng, min l cc qung co vt ngng im cht lng v
ngng gi thu gi mi nhp chut (CPC) nht nh. Ti a ba qung co c th hin th
v tr trn cng trn mi trang.
V tr "Khc" (bn cnh hoc cui trang): Bn cnh v cui trang kt qu tm kim c
ghi l "Khc" trong thng k AdWords ca bn v c th hin th ti a tm qung co.
Thng thng, nhng qung co trc y cha xut hin v tr bn cnh hoc cui
trang mi iu kin xut hin cnh trang hoc cui trang. V d: nu qung co xut
hin cnh Trang 1, th qung co thng s khng xut hin cnh Trang 2 hoc
trang tip theo.
Di y l v d gip bn hiu cch qung co xoay vng qua cc trang kt qu tm kim.
Qung co 1-25 c sn hin th cho mt cm t tm kim nht nh v qung co 1-7
iu kin cho nhng v tr hng u. Cc qung co c th c xp hng trn trang ny nh
sau:

Trang V tr hng u V tr "Khc"
Trang 1 Qung co 1-3 Qung co 4-11
Trang 2 Qung co 1, 2, 4 Qung co 3, 12-18
Trang 3 Qung co 1, 2, 5 Qung co 19-25
16

Lu :
Do im cht lng v ngng c tnh li trn mi trang nn i khi qung co c th
xut hin v tr hng u trn mt trang v sau li xut hin v tr "Khc" trn trang tip
theo (hoc xut hin v tr "Khc" trn mt trang v sau li xut hin v tr hng u
trn trang tip theo). Thng thng, qung co s ch c hin th mt ln v tr "Khc" v
s khng xut hin li v tr trn cc trang tip theo.
i tm v tr qung co trung bnh ca bn
Trong ti khon AdWords ca bn, bn c th d dng xem v tr qung co trung bnh ca bn
l g. Hy qua cc bc ny xem v tr trung bnh ca bn:
1. ng nhp vo ti khon AdWords ca bn ti http://adwords.google.com.vn.
2. Nhp vo tab Chin dch trn cng.
3. Tm ct V.tr tr.bnh trong bng thng k. Nu bn khng thy ct ny trong bng ca
mnh, bn c th thm ct ny bng cch nhp vo nt Ct trong thanh cng c pha trn
bng thng k.

Bn cng c th nhp vo tab Qung co hoc T kha xem v tr trung bnh ca bn theo
qung co hoc theo t kha. xem tn sut qung co ca bn xut hin u trang,
bn cnh trang hoc cui trang, bn c th phn on d liu ca mnh.


1.8. Mng Google
Khi nim
Khch hng ca bn c xu hng thc hin trc tuyn nhiu hn -- h tm kim, mua sm, c
tin tc v duyt qua cc trang web th v. V vy, chng ti ngh bn s c th tip cn khch
hng ca mnh bt k h ang lm g trn web. Cu tr li ca chng ti: Mng Google, tn ca
chng ti cho cc v tr ni qung co AdWords ca bn c th xut hin, bao gm trang web
ca Google, trang web hp tc vi chng ti v cc v tr khc nh ng dng trn in thoi di
ng. Nh th bn ang trnh by thng bo ca mnh cho mt sn vn ng y ngi hm
m -- Google thu thp mt m ng nhng ngi quan tm v mang h n sn vn ng,
sau bn bt u chng trnh.
Gi trang web ny chng ti gi l Mng Google c chia thnh cc nhm cung cp cho
bn nhiu quyn kim sot hn ni bn mun qung co ca mnh xut hin:
Mng tm kim: Mng hin th:
Tm kim ca Google, Google mua sm,
Google Maps, Google Images v Google
Groups.
Trang web tm kim hp tc vi Google (i
tc tm kim) nh AOL
Cc trang web ca Google (nh YouTube,
Blogger v Gmail) v hng ngn cc trang web
i tc trn Internet

Ti sao Mng Google li quan trng
17

Mng Google c th kt ni bn vi khch hng ti thi im chnh xc khi h ang thc hin
hot ng trc tuyn c lin quan n nhng g bn cung cp -- nh tm kim cc sn phm
hoc c blog v ngnh ca bn. Bi v qung co ca bn c th c hin th nhng v tr c
lin quan, bn c c hi tt hn chuyn ngi xem thnh khch hng.
Bng cch hiu mng ca chng ti l g v bn c th kim sot ci t mng ca mnh nh th
no, bn c th tn dng li th ca th gii khch hng quan tm ny.
Cch s dng
i vi mi chin dch qung co ca bn, bn s chn ci t mng cho Google bit ni bn
mun qung co ca mnh hin th. Bn c th chn Tm kim ca Google v Google mua sm
hoc ton b Mng tm kim (bao gm cc trang web tm kim khc ca Google nh Maps v
Images, cc trang web tm kim hp tc vi Google), ch Mng hin th hoc tt c cc mng.

1.9. Gii thiu v Mng tm kim ca Google
Mng tm kim ca Google l nhm cc trang web lin quan n tm kim ti qung co ca
bn c th xut hin, bao gm cc trang web tm kim ca Google v trang web i tc tm kim
hp tc vi Google hin th qung co, c gi l i tc tm kim. Qung co c i
snh vi cc trang kt qu tm kim da trn cm t c s dng tm kim. Vi mt vi
ngoi l, c m t bn di, qung co vn bn l nh dng qung co chnh c s dng
trn Mng tm kim ca Google.
V tr qung co c th xut hin
Khi bn nhm mc tiu chin dch ca mnh n Mng tm kim v thm t kho vo nhm
qung co ca chin dch, qung co ca bn c th xut hin trn Google v cc trang web tm
kim khc da trn cc t kha m bn chn:
Trn cc trang web tm kim ca Google: Qung co c th xut hin dc theo, pha
trn hoc bn di kt qu tm kim trn Tm kim ca Google, Google mua sm, Google
Maps, Google Images v Google Groups.

Trn cc trang web khc l mt phn ca Mng tm kim (i tc tm kim): Qung
co c th xut hin dc theo hoc bn trn kt qu tm kim trn trang web ca i tc
tm kim, chng hn nh AOL.
hin th qung co trn tt c cc trang web ca Mng tm kim, hy iu hng n phn
"Mng" trong trang ci t ca chin dch v m bo rng hp kim cho "Bao gm i tc tm
kim" c chn (ty chn ny c chn theo mc nh khi bn to chin dch "Ch mng tm
18

kim", "Mng tm kim c Chn hin th" hoc "Mng tm kim & hin th"). Trang web trn
Mng tm kim hu ht hin th qung co vn bn, thng c gn nhn l "Qung co" trn
Tm kim ca Google cng nh trn trang web ca i tc tm kim. Google Images cng c th
bao gm qung co hnh nh.
V d:
Bn c doanh nghip cung cp dch v sn mt ti cc ba tic dnh cho tr em. Nu bn
thm t kha "sn mt tr em" vo nhm qung co ca mnh v sau chn hin th qung
co trn ton b Mng tm kim, qung co ca bn iu kin xut hin trn trang kt
qu tm kim AOL khi ai nhp "sn mt".
Google Instant v qung co ca bn
Cch Google Instant hot ng
Google Instant gip mi ngi tm thng tin nhanh hn bng cch hin th kt qu c
lin quan khi h nhp cm t tm kim trn tm kim ca Google. Khi ai bt u nhp
cm t tm kim, Google Instant s t ng hin th kt qu cho tm kim ph bin bt
u bng cc ch ci . Thut ton s c gng tin on phn cn li ca cm t l g
da trn cc tm kim ph bin c ngi dng khc nhp. Vn bn c d on
c hin th bng mu xm sng trong hp tm kim, ng thi kt qu tm kim v
qung co c t ng hin th cho cm t c d on .
Mc d Google Instant s khng thay i cch qung co c phn pht, qung co v
kt qu tm kim c th hin th cho cm t tm kim c d on. V d: nu c ai
nhp "hoa" vo Google, thut ton s tin on rng ngi dng ang tm kim "hoa
hng" (cm t tm kim c d on) v do , hin th c danh sch tm kim v
qung co cho cc loi hoa. Cc kt qu s tip tc hin th tr khi cc ch ci tip
theo m ngi dng nhp s dn n mt cm t c d on khc.
Cch chng ti tnh s ln hin th qung co
Khi c ai tm kim bng Google Instant, s ln hin th qung co c tnh theo cc
trng hp sau:
Ngi ny bt u nhp cm t tm kim trn Google v nhp vo bt c ni no
trn trang (kt qu tm kim, qung co, sa li chnh t, tm kim c lin quan).
Ngi ny chn mt cm t tm kim c th bng cch nhp vo nt Tm kim,
nhn Enter hoc chn mt trong cc cm t c d on.
Ngi ny ngng nhp v kt qu c hin th trong ti thiu ba giy.
Chng ti khuyn bn nn theo di hiu sut qung co ca mnh ging nh cch bn
thng lm. Google Instant c th tng hoc gim cc cp hin th tng th ca bn. Tuy
nhin, Google Instant c th ci thin cht lng cc nhp chut ca bn v Google
Instant gip mi ngi tm kim bng cch s dng cc thut ng kt ni h trc tip
hn vi nhng cu tr li h cn. Do , hiu sut chin dch tng th ca bn c th ci
thin.

1.10. Gii thiu v Mng hin th ca Google
19

Bn c tng nhn thy qung co AdWords trn trang web tin tc yu thch hay trong ti khon
Gmail ca mnh v t hi lm th no qung co AdWords ny c th c hin th ? Cc
trang web nh th ny l mt phn trong Mng hin th ca Google. Mng hin th l mt tp
hp cc trang web i tc v cc trang web c th ca Google -- bao gm Google Finance,
Gmail, Blogger v YouTube -- hin th qung co AdWords. Mng ny cng bao gm cc trang
web v ng dng trn in thoi di ng.
Khi hin th qung co trn Mng hin th, bn c th tip cn rt nhiu khch hng c s thch
rng, chn trang web hoc trang no xut hin v thu ht ngi dng bng cc nh dng
qung co hp dn.
Tip cn khch hng mi: Nm bt s ch ca ngi no cc im khc nhau
trong chu k mua. V d: nu bn chy ca hng cung cp tranh nh, bn c th thu ht s
ch ca mt ngi m khi c y c cc nh gi v cc thng hiu sn c th ra c
tt nht, nhng trc khi c t a tr mi tp i vo gh xe hi v bt u mua.
Chn ni qung co ca bn xut hin: Trong Mng hin th, bn c th chn c th hn
ni bn mun qung co ca mnh xut hin -- bn c th chn cc loi trang hoc cc
trang web c th cho qung co, cng nh i tng hin th qung co ca mnh.
Thu ht ngi dng bng cc nh dng qung co hp dn: nh dng vn bn, hnh
nh, video hoc a phng tin c th xut hin trn Mng hin th.
Kh nng hin th ca Mng hin th
T hng triu trang web i tc, trang tin tc v blog n cc trang web ca Google, k c Gmail
v YouTube, Mng hin th c th gip bn hin th thng ip ca mnh cho nhiu khch hng
hn.
Mng hin th tip cn 83% s lng ngi dng Internet trn khp th gii (ngun: DoubleClick
Ad Planner), k c nhng ngi ni hn 30 ngn ng ti hn 100 quc gia. gip m bo
qung co ca bn xut hin trn cc trang web v sn phm cht lng cao, tt c cc trang
web v sn phm trong Mng hin th u c Google xem xt v theo di.
Mt s i tc hin th ca chng ti
Di y l mt s i tc ca chng ti trn Mng hin th ca Google:

i snh qung co ca bn vi cc trang web trong Mng hin th
Tm ng i tng trn hng triu trang web c th kh khn. Mng hin th ca Google cho
php bn t thng ip ca mnh trc khch hng tim nng ng v tr v vo ng thi
im theo nhiu cch.
20

Tip cn ngi dng bng t kha v cc ch : S dng nhm mc tiu theo ng
cnh, AdWords tm nhng v tr tt nht cho qung co ca bn trn ton b Mng hin
th ca Google, da trn t kha ca bn. iu ny c th gip bn hin th qung co ca
mnh cho i tng quan tm n doanh nghip ca bn v c nhiu kh nng thc hin
hnh ng hn.
Chn cc trang web hoc trang c th: t thng ip ca bn trn cc trang web m
bn ngh l ph hp nht cho doanh nghip ca mnh bng cch s dng nhm mc tiu
theo v tr. Bng cch thm v tr c qun l, bn c th hin th qung co ca mnh
trn cc trang web, video trc tuyn, tr chi, ngun cp d liu RSS cng nh trang web
v ng dng trn in thai di ng c th m bn chn. Bn thm ch c th chn qung
co ca mnh khi cc trang web bn ngh khng c lin quan.
Tm ngi dng quan tm n nhng g bn cung cp: Hin th qung co ca bn
trn cc trang web trong Mng hin th cho cc nhm ngi c th. Bn c th tip cn
nhng ngi truy cp trang web ca mnh trc khi to chin dch tip th li hoc
khch hng quan tm n cc danh mc c th, bng cch thm danh mc s thch. Sau
, bn c th hin th cho h nhng thng ip c lin quan cao khi h duyt qua cc
trang web khc trn Mng hin th ca Google.

V d:
Nu bn cung cp dch v hun luyn ch New York, bn c th tip cn khch hng trn
Mng hin th theo nhng cch sau:

Thm t kha "hun luyn ch con" v bn c th c t ng i snh vi blog v ch.
Xc nh trang web bn chi cho ch con ni bn mun qung co ca mnh hin th v
thm trang web di dng v tr c qun l.
S dng tip th li hin th qung co ca bn cho nhng khch hng truy cp vo
trang web ca bn trc y -- ngay c khi h duyt cc trang v cho thuyn kayak thay
th.
Gii thiu v hai loi trang web c th trn Mng hin th
Tn min tr hng:
Trang web tn min tr hng l trang web cha c pht trin thuc v cng ty ng
k tn min hoc ch s hu tn min. Chng trnh AdSense cho tn min ca chng
ti t qung co AdWords trn cc trang web tn min tr hng, l mt phn trong
Mng hin th ca Google.
Mi ngi n trang web tn min tr hng khi h nhp URL ca trang web cha c
pht trin trong thanh a ch ca trnh duyt. Trc y, trang web tn min tr hng
l nhng trang trng, c ngha l mi ngi n mt trong cc trang web ny phi th
li tm kim ca mnh.
Trang web tn min tr hng cung cp qung co c th c lin quan n tm kim
ca mt ngi. Mt s trang web tn min tr hng cng bao gm hp tm kim, cho
php mi ngi tinh chnh thm tm kim ca mnh. Ty thuc vo thit k trang web,
trang web tn min tr hng c th c phn loi l trang web Mng tm kim hoc
trang web Mng hin th. iu c ngha l qung co ca bn c th hin th trn
trang web tn min tr hng nu bn chn chy chin dch ca mnh trn Mng tm
kim hoc Mng hin th.
Ni chung, chng ti nhn thy rng qung co trn trang web tn min tr hng
hot ng tt hoc tt hn qung co trn cc trang web khc ca Mng tm kim v
hin th. Nu bn khng mun hin th qung co ca mnh trn cc trang web tn min
tr hng, bn c th loi tr cc trang web khi chin dch ca mnh.
21


Nu bn c thc mc v vic s dng nhn hiu ca mnh trong tn min tr hng, hy
tm hiu cch gi n khiu ni v nhn hiu AdSense cho tn min.

Trang li:
Chng trnh AdSense pht hin li ca chng ti hin th qung co AdWords khi mi
ngi nhp URL cha c ng k hoc cm t tm kim vo thanh a ch ca trnh
duyt thay v vo cng c tm kim, chng hn nh Google. Trc y, nhng tm kim
ny a n cc trang li (v d: trang "404 error"), lm cho mt ngi khng c ty
chn no khc ngoi vic thc hin mt tm kim khc. Gi y, nhng trang ny cung
cp qung co (mt s trang cng bao gm cc kt qu tm kim thc s) c th l
thng tin c lin quan.
AdSense pht hin li s dng cng ngh ca Google gii thch cm t tm kim
trc khi phn phi qung co c nhm mc tiu, c lin quan theo ng cnh cho
mi ngi. Cc trang hin th qung co ca bn thng qua Adsense pht hin li thuc
v Mng hin th ca chng ti. Qung co ca bn c th xut hin trn cc trang ny
ch khi bn chn Mng hin th ca Google trong ci t chin dch ca mnh.
Nu bn khng mun hin th qung co ca mnh trn cc trang web li, bn c
th loi tr cc trang web khi chin dch ca mnh.
Loi qung co trn Mng hin th
Ngoi qung co vn bn, bn s thy trong tm kim ca Google, cc trang web trn Mng hin
th cng hin th cc loi qung co trc quan hp dn khc. Di y l danh sch cc nh
dng qung co m bn c th s dng thu ht khch hng trn Mng hin th:
Qung co vn bn

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

Qung co a phng tin - qung co c hot nh hoc cc loi chuyn ng khc
Qung co video
22


Quyt nh xem Mng hin th c ph hp vi bn khng
Nu bn quan tm n vic thu ht khch hng v phn phi thng ip hp dn v doanh
nghip ca mnh th qung co trn Mng hin th c th lm vic cho bn. Qung co hin th
hnh nh -- v d: qung co video hoc qung co hnh nh -- c th thc s tng hiu sut
chin dch qung co trc tuyn ca bn v li n tng cho khch hng.
Di y l mt s mc tiu ph bin m bn c th t c bng cch qung co trn Mng
hin th:
Bn nhiu sn phm hoc dch v hn
Xy dng lng trung thnh ca khch hng
Thu ht khch hng
Tng nhn thc v thng hiu


o lng mc hiu qu ca qung co trn Mng hin th
m bo bn ang t c cc mc tiu doanh nghip ca mnh vi Mng hin th, bn
cng c th xem li bo co chi tit.
Bo co: Xem chnh xc trn cc trang web m qung co ca bn chy, qung co no
phn phi nhiu nhp chut nht v trang web no mang li cho bn doanh s bn hng
nhiu nht vi chi ph thp nht. Bng cch phn on hiu sut qung co ca bn theo
mng v bng cch theo di hiu sut qung co trn cc v tr ring l trong Mng hin
th, bn c th xem thi gian v a im qung co hot ng tt nht. Sau , bn c th
iu chnh chin lc nhm mc tiu v t gi thu nhn c nhiu gi tr nht cho
ng tin ca mnh.
Gi tr: Nu d liu ca chng ti cho thy rng mt nhp chut t trang trong Mng ca
Google t c kh nng chuyn thnh kt qu kinh doanh hu dng -- chng hn nh bn
hng trc tuyn, ng k, gi in thoi hoc ng k bn tin -- chng ti c th t
ng gim gi thu cho trang web , tnh ph cho bn t hn cho cng mt nhp chut.

ghin cu in hnh
Hc t tri nghim ca cc nh qung co ging nh bn bng cch xem v d v cc nh qung
co ny, nhng ngi nhn thy rng Mng hin th ph hp vi h:
Carnival Cruise Lines s dng nhm mc tiu theo ng cnh trn Mng hin th ca
Google tng t ch ln 284% trong nm tun, cho thy gim chi ph cho mi chuyn
i xung 72% v tng khch hng tim nng ln 36%.
23

Jordan Brand s dng Mng hin th ca Google nhm mc tiu i tng ph hp
v ci thin nhn thc v thng hiu v tham gia.
Yankee Candle s dng tip th li trn Mng hin th ca Google thu ht li ngi
mua sm, tng t l chuyn i ln 600% v ct gim mt na gi mi chuyn i.


1.11. V tr qung co c th xut hin trong Mng hin th
Khi bn qung co trn Mng hin th ca Google, qung co ca bn c th xut hin trn tp
hp ln cc trang web i tc, ng dng trn in thoi di ng v ni dung video. iu ny
bao gm:
Trang web ca nh xut bn Google AdSense, bao gm AdSense cho tn min v AdSense
pht hin li
Trang web ca nh xut bn DoubleClick Ad Exchange
Trang web ca Google v d nh Google Finance, Gmail, Blogger v YouTube (khng bao
gm tm kim ca Google)
Vi hn 2 triu trang web Mng hin th tip cn trn 90% ngi dng Internet trn ton th
gii (Ngun: Comscore), nn s c rt nhiu c hi tip cn khch hng. Tuy nhin, nhm
mc tiu khch hng ca bn mt cch hiu qu, chn ci t chin dch v thm phng php
nhm mc tiu vo nhm qung co m ch nh cc iu kin cho thi im qung co ca
bn c th hin th trn Mng hin th.

Chn ci t chin dch ca bn
Ci t chin dch gip bn kim sot xem qung co ca bn c hin th trn Mng hin th, v
tr v thit b m chng c th xut hin hay khng.
Loi chin dch V tr Thit b
Qung co ca bn c
th xut hin trn Mng
hin th khi bn chn
mt trong cc loi chin
dch sau:
Mng tm kim &
hin th
Mng tm kim c
Chn hin th
Ch Mng hin th
Qung co ca bn
c th xut hin mi
ni hoc ti thnh
ph, vng hoc quc
gia c th m bn
ch nh.
Qung co ca bn c th hin th trn tt
c loi thit b t my tnh bn, my
tnh bng v thit b di ng hoc ch trn
cc thit b bn ch nh theo kiu, h iu
hnh, v.v... Ty chn nng cao ny ch c sn
cho mt s loi chin dch Ch Mng hin
th.

Thm phng php nhm mc tiu vo nhm qung co ca bn
Phng php nhm mc tiu l tiu ch cho v tr qung co ca bn nn hin th trn Mng
hin th. Bn c mt s ty chn chn t:
24

T kha V tr Ch i tng
Qung co
c th hin
th trn
Mng hin
th da trn
danh sch
t kha ca
bn.
Qung co ca bn
c th hin th trn
trang web Mng
hin th, ng dng
trn in thoi di
ng hoc video c
th m bn chn
th cng (cng c
gi l v tr c
qun l).
Qung co ca bn c
th hin th trn nhiu
trang Mng hin th
v mt ch c th,
nh Du lch hoc t
& Xe c.
Qung co ca bn c th hin
th cho cc i tng c th
trn trang web Mng hin th.
Bn c th tip cn nhng
ngi nhm tui hoc gii
tnh nht nh, nhng ngi
truy cp trang web ca bn
trc khi to chin dch tip
th li hoc nhng ngi quan
tm n cc danh mc c th,
bng cch thm danh mc s
thch.

1.12. Gii thiu v nhm mc tiu theo ng cnh
Nhm mc tiu theo ng cnh l mt trong s t cc phng php khc nhau m bn c th s
dng a qung co ca mnh ln cc trang web l mt phn ca Mng hin th ca Google.
Phng php nhm mc tiu ny s dng t kha hoc ch bn chn i snh qung
co ca bn vi cc trang web c lin quan.
1. Bn chn t kha v ch

Nhm mc tiu theo ng cnh bt u bng vic bn thm t kha hoc ch vo nhm
qung co trong chin dch Mng hin th ca mnh. T kha l cc t ring l, trong khi ch
l khi nim hoc ch trng tm ca trang web thay v cc cm t ring l.
Nhm mc tiu theo ng cnh ch nhm mc tiu cc trang web l mt phn ca Mng hin th.
V vy, bn s ch c th s dng cc loi chin dch sau:
"Mng tm kim & hin th Tt c cc tnh nng"
Mng tm kim & hin th Tiu chun"
"Ch Mng hin th Tt c cc tnh nng"
"Ch Mng hin th Tip th li"

2. H thng ca chng ti phn tch cc trang web to thnh Mng hin th
H thng ca chng ti phn tch ni dung ca tng trang web hoc URL ca Mng hin th,
xem xt cc yu t nh sau:
Vn bn
Ngn ng
Cu trc lin kt
Cu trc trang
Da trn phn tch ny, ch trng tm ca tng trang web c xc nh.
3. Qung co ca bn c t v tr
Theo t kha
25

Khi t kha ca bn i snh vi khi nim hoc ch trng tm ca trang web,
qung co ca bn c iu kin xut hin trn trang web (cn gi l v tr t
ng). Liu thc t qung co ca bn c hin th , c xc nh bng mt s yu
t, bao gm nhm mc tiu theo ngn ng v v tr ca bn v lch s duyt gn y ca
ngi xem qung co ca bn.
V d:
Gi s bn to mt nhm qung co qung co dng sn phm mi nht cho
hng xe ca mnh v bn bao gm cc t kha nh xe hi tit kim nhin liu v xe
hi in 2013. Chng ti s dng nhm mc tiu theo ng cnh xc nh v t v
tr qung co ca bn trn cc trang ca Mng hin th i snh vi nhng t kha
.
Qung co ca bn cng c th xut hin trn cc trang m khng nht thit v xe
hi nhng c xem bi nhng ngi gn y xem cc trang v xe hi. V d: ai
c th bt u phin duyt ca h bng cch nghin cu mua xe hi v sau
chuyn sang c tin tc. Chng ti c th hin th qung co ca bn trn trang web
tin tc m h ang xem, mc d bn thn trang khng phi v xe hi.
Mo ca chuyn gia
i khi, qung co ca bn c th hin th trn cc v tr dng nh khng c lin
quan n t kha m bn ang nhm mc tiu. Trong nhng trng hp nh vy, c
th qung co ca bn ang c hin th cho ai da trn lch s duyt gn y
hay cc yu t khc, thay v ni dung ca trang h hin ang xem. V vy, qung co
ca bn vn lin quan ti ngi ang xem qung co.
xem chi tit v v tr t ng xem liu chng c lin quan v ng cnh vi t kha
bn chn hay lin quan n ni dung trang m mt ngi duyt gn y, hy th
phn on v tr t ng ca bn bng Ch nhm mc tiu t tab V tr. Phn
on i snh ng cnh t kha c ngha l v tr c lin quan v ng cnh vi t
kha ca bn. Phn on i snh t kha m rng c ngha l v tr c lin quan
vi t kha v cc yu t khc, k c trang m ngi xem qung co ca bn
duyt gn y.
Theo ch
Khi ch ca bn i snh vi ch trng tm ca trang web, qung co ca bn c
iu kin xut hin trn trang web . Liu thc t qung co ca bn c hin th
, c xc nh bng mt s yu t nh nhm mc tiu theo ngn ng v v tr ca
bn.
V d:
Hy tng tng mt ln na l bn mun hin th qung co v xe hi in bn.
Bn c th thm ch ph T ng & xe > Mua sm xe > Thng s k thut ca xe,
xem xt & so snh vo nhm qung co ca mnh. Vic ny s gip bn nhm mc
tiu tt c cc trang trn Mng hin th lin quan n vic xem xt v so snh xe hi
bt k t kha chnh xc c xut hin trn trang hay khng.


26

2. Qun l ti khon
iu hng ti khon AdWords ca bn
Thay i ci t ti khon ca bn
Thit lp n v tin t v mi gi
Thay i thng tin ng nhp AdWords ca bn
Hiu cnh bo v thng bo
T chc ti khon ca bn thnh cng

2.1. iu hng ti khon AdWords ca bn
Nu bn mi s dng AdWords, chng ti mun m bo bn cm thy thoi mi khi trong
phm vi ti khon ca mnh. Hy dnh vi pht khm ph su tab chnh: Trang ch, Chin
dch, C hi, Cng c v phn tch, Thanh ton v Ti khon ca ti.
1. Trang ch: Tab ny cha trang Xem nhanh ti khon, bn tm tt thng tin quan trng
ca ti khon rt d c.
2. Chin dch: y l ni bn s dnh hu ht thi gian khi bn qun l ti khon AdWords
ca mnh. Bn c th to v chnh sa chin dch, qung co, t kha v ci t chin dch.
Trong biu tm lc hiu sut u trang, bn s thy tng quan v cch chin dch
ca mnh ang hot ng. Bn cng c th ti xung cc bng cha s liu hiu sut ca
mnh di dng bo co.
3. C hi: Tm cc tng t kha, gi thu v ngn sch c th gip ci thin hiu sut
chin dch ca bn.
4. Cng c v phn tch: Tm cc cng c ti khon s gip bn qun l v ci thin ti khon
ca mnh. S dng cc cng c bo co nng cao pht hin cc vn tim n v khc
phc trc khi chng tr thnh vn thc s.
5. Thanh ton: Nhp v thay i chi tit thanh ton, xem ton b lch s thanh ton ca bn,
cng nh in ha n.
6. Ti khon ca ti: Kim sot thng tin c nhn ca bn, chng hn nh thng tin ng
nhp v ty chn ngi dng. Nu bn chn, bn c th s dng tab ny mi bn b
hoc ng nghip qun l ti khon AdWords ca mnh.

2.2. Thay i ci t ti khon ca bn
Bn c th thc hin cc thay i cho ti khon AdWords ca mnh, chng hn nh xem ti
khon AdWords bng ngn ng khc hoc xem s nh dng khc. C th thay i mi gi ti
khon mt ln trong ton b thi hn ca ti khon. Nu bn cn chnh sa la chn mi gi,
vui lng lin h vi chng ti yu cu thay i. Tuy nhin, mt iu khng th thay i c
trong ti khon AdWords ca bn l n v tin t.
27

Bn cng c th thay i ci t -- chng hn nh ngn ng, quc gia v m zip -- cho tt c cc
sn phm Google ca bn. Tuy nhin, bt k cc thay i bn thc hin, nhng ci t ny
khng thay i cch mi ngi nhn thy qung co ca bn.
Thc hin thay i ch AdWords
thay i ngn ng hoc nh dng s -- chng hn nh cch ngy hoc n v tin t xut
hin -- trong ti khon AdWords ca bn:
1. ng nhp vo ti khon AdWords ca bn ti https://adwords.google.com.vn.
2. T tab Ti khon ca ti, chn Ty chn.
3. Bn cnh "Ty chn ngn ng v s", nhp vo Chnh sa.
4. Chn ngn ng m bn mun xem ti khon AdWords v nh dng bn mun cho thi
gian, ngy v s ca ti khon ca mnh.
5. Nhp vo Lu thay i.

Thc hin thay i cho tt c cc sn phm Google ca bn
thay i tn ring, bit hiu, quc gia hoc mi gi cho tt c cc sn phm Google ca bn:
1. ng nhp vo Ti khon Google ca bn ti https://accounts.google.com.vn.
2. Bn cnh "Email", hy nhp vo Chnh sa.
3. Thay i bit hiu, m zip, quc gia v mi gi nh bn mun. La chn mc nh cho mi
gi c da trn la chn quc gia ca bn -- nu bn khng thy mi gi mnh mun,
hy nhp vo hp bn cnh "Hin th tt c mi gi".
4. Nhp vo Lu.
thay i ci t bo mt ca bn:
1. ng nhp vo Ti khon Google ca bn ti https://accounts.google.com.vn.
2. Trong trnh n iu hng, hy chn Tiu s v bo mt.
3. thay i nhng ci t ring t ny, hy nhp vo nt bn cnh sn phm c ci t
bn mun thay i. xem v chnh sa ci t ring t cho nhiu sn phm hn na,
hy nhp vo ng nhp vo Trang tng quan gn cui trang.


2.3. Thit lp n v tin t v mi gi
Khi bn to ti khon ca mnh, bn s c yu cu chn c loi tin t v mi gi. Bn ch c
th thay i n v tin t ca mnh mt ln, do , hy chn cc ci t ny cn thn. Chng
c s dng xc nh cch bn c lp ha n.
Chn n v tin t ca bn
Bn nn chn n v tin t m bn mun s dng thanh ton chi ph qung co ca mnh.
Lu
28

Ty chn n v tin t ca bn c th thay i ty thuc vo quc gia m bn ng k ti
khon ca mnh. Ch c th s dng cc n v tin t nht nh mt s quc gia. V d:
Nga ch c th thanh ton bng RUB, cc n v tin t khc chng hn nh USD hoc EUR.
Ngoi ra, la chn n v tin t ca bn c th nh hng n cc la chn thanh ton ha
n, chng hn nh phng thc thanh ton m bn c th s dng thanh ton s d ca
mnh. Nu mun thanh ton bng mt n v tin t khc, bn phi to ti khon AdWords mi
v chn n v tin t mong mun ti thi im to ti khon.
Chn mi gi cho ti khon ca bn
Tt c cc bo co, thng k v ha n thanh ton u chu nh hng ca mi gi bn chn.
V d: cc ci t nh ngn sch hng ngy ca bn chy trn lch trnh 24 gi. Vi hn 200 mi
gi chn, ti khon AdWords c th c t cho hu ht cc mi gi chun trn th gii.
Chng ti khuyn bn nn chn mi gi a phng ca mnh chu k ngn sch ca bn kt
thc khi ht ngy.
Tt c mi gi phi gia tng theo n v l mt gi hoc na gi so vi gi GMT. Nu mi gi a
phng bn l mt trong s t mi gi b 15 pht theo gi GMT, h thng AdWords khng th
h tr mi gi ca bn. Vui lng chn mi gi khc cho ti khon ca bn.
Hy nh rng la chn mi gi ch nh hng n vic qun tr ti khon ca bn. La chn ca
bn khng nh hng n v tr qung co ca bn c th hin th.
C th thay i mi gi ti khon mt ln trong ton b thi hn ca ti khon. Nu bn cn
phi chnh sa la chn mi gi ca mnh, vui lng lin h vi chng ti yu cu thay i.


2.4. Thay i thng tin ng nhp AdWords ca bn
Bn c th thay i thng tin m mnh s dng ng nhp vo ti khon AdWords bng mt
s cch. Phng php bn chn s nh hng n cch bn ng nhp vo cc sn phm khc
ca Google.
Nu bn ang gp s c khi ng nhp vo ti khon, bn cng c th th trnh g ri ng
nhp ca chng ti.
Thay i mt khu
Thay i mt khu ca bn cho AdWords cng s thay i mt khu bn s dng ng nhp
vo tt c cc sn phm ca Google.
thay i mt khu ca bn:
1. ng nhp vo Ti khon Google bng a ch email AdWords
ti https://accounts.google.com.vn.
29

2. Nhp vo Chnh sa bn cnh "a ch email chnh".
3. Nhp mt khu hin ti ca bn v mt khu mi m bn mun s dng. Chng ti
khuyn bn nn s dng mt khu mnh.
Cc cch thay i a ch email hoc tn ngi dng ca bn
Thay i a ch email ca bn cho AdWords cng s thay i a ch email bn s dng ng
nhp vo tt c cc sn phm ca Google. Do , bn nn xem xt vic n gin ch thm a
ch email vo ti khon ca mnh hay lin kt Ti khon khc ca Google vi ti khon
AdWords ca mnh, gip bn c linh hot hn.
Di y l cc ty chn ca bn thay i thng tin ng nhp:
1. Thay i a ch email trn ti khon ca bn
iu ny s thay i a ch email bn s dng ng nhp vo tt c cc sn phm ca
Google v khng c sn cho ngi dng Gmail.
2. Thm a ch email thay th vo ti khon ca bn
iu ny s cho php bn s dng nhiu a ch email ng nhp vo tt c cc sn phm
ca Google.
3. Cho php a ch email khc truy cp ti khon AdWords ca bn
iu ny s cho php hai ti khon ring ng nhp, xem v chnh sa ti khon AdWords
ca bn.

Thay i a ch email trn ti khon ca bn
Nu bn khng s dng Gmail, bn c th thay i a ch email cho ti khon ca
mnh. Thay i ny s nh hng ti tt c cc sn phm ca Google bn s dng, bi
vy cc sn phm khc ca Google c th gi email ti a ch email ny v bn s phi
ng nhp vo tt c cc sn phm bng a ch email ny.
thay i a ch email trn ti khon ca bn:
1. ng nhp vo ti khon AdWords ca bn ti https://accounts.google.com.vn.
2. Trong phn "Bo mt", nhp vo Thay i email.
3. Nhp a ch email mi v mt khu hin ti ca bn.
4. Nhp vo Lu.
Khi bn lu thay i, bn s nhn c mt th xc minh ti a ch email bn va
nhp. hon tt cc thay i, bn cn nhp vo lin kt xc minh trong th ny. Bn
cng s nhn c th ti a ch email c ca bn xc nhn rng bn khng cn s
dng email ny ng nhp na.
Thm a ch email thay th
Bn c th thm mt a ch email khng phi l a ch email chnh trn mt Ti khon
khc ca Google hoc ti khon Gmail. Cc a ch email thay th hot ng gn ging
30

nh a ch email chnh ca bn -- bn c th s dng a ch email thay th ng
nhp v nhn thng bo, ngoi cc a ch khc.
thm a ch email thay th vo Ti khon Google ca bn:
1. ng nhp vo ti khon AdWords ca bn ti https://accounts.google.com.vn.
2. Nhp vo Chnh sa bn cnh "a ch email".
3. Thm a ch email thay th ca bn vo hp bn cnh "Thm a ch email b
sung".
4. Nhp vo Lu.
Cp quyn truy cp vo ti khon AdWords ca bn
Nu bn khng mun thay i a ch email trn ti khon ca mnh, bn c th cho
php Ti khon khc ca Google quyn truy cp vo ti khon AdWords ca bn. Ti
khon c quyn truy cp s kh nng khc chnh sa hoc xem ti khon ca bn ty
thuc vo cp quyn m bn cung cp cho ti khon.

2.5. Hiu cnh bo v thng bo
i khi AdWords c thng tin chng ti mun bn xem ngay lp tc. Nhng thng bo ny
thng phc v mt trong ba mc ch sau:
cnh bo bn v vn tim n vi vic phn phi qung co hoc thit lp chin dch
thng bo tnh nng hoc cp nht mi ca AdWords
xut c hi gip ci thin hiu sut chin dch ca bn
Chng ti s hin th cho bn nhng thng bo ny ngay trong ti khon AdWords ca bn ch
ti mt ni. Bn cng c th t ty chn nhn chng qua email.
V d v thng bo
Cnh bo quan trng v ti khon ca bn c ch nh bng hnh tam gic mu . Nhng
thng bo ny nhm mc ch gip gi cho ti khon ca bn hot ng bng cch cnh bo
bn v nhng vn quan trng nh khi qung co ca bn khng chy v mt s l do hoc
khi thng tin thanh ton ca bn cn c cp nht.
Thng bo v tnh nng hoc cp nht h thng mi ca AdWords c biu th bng biu
tng thng tin mu xanh. V d: Nhng thng bo ny c th cho bn bit v bo co mi c
sn gip bn theo di hiu sut theo cch khc hoc cng c mi c th gip bn chn t
kha tt hn.
C hi ci thin hiu sut ti khon c biu th bng bng n mu vng. Nhng xut
ny c iu chnh c th cho ti khon ca bn v thng t vn hnh ng m bn c th
thc hin nh thm t kha hoc ty chn nhm mc tiu c th gip bn tip cn nhiu khch
hng hn.
31

Xem thng bo trong ti khon AdWords ca bn
Cnh bo quan trng nht nh nhng cnh bo thng bo cho bn rng khng c qung co
no ang chy, hin th trong thanh mu trn u mn hnh ti khon ca bn.
Thng bo quan trng nhng khng cp bch c hin th trong thanh xem trc gn u
mn hnh ca bn. xem tt c thng bo, hy nhp vo Xem tt c trong thanh xem trc
ny to trnh n th xung lit k tt c cc thng bo ca bn. Bn c th nhp vo ty
chn nh Xem v Khc phc n trang cn x l vn hoc nhp vo Tm hiu thm
c v vn trong Trung tm tr gip AdWords.
Nu bn ch c thng bo u tin thp hn ang ch xem, s khng c thanh xem trc nhng
bn s thy du chm than bn cnh biu tng chung gn u mn hnh. Nhp vo du
chm than xem thng bo.
hn thng bo qua email
Bn c th iu chnh ty chn ti khon nhn mt s thng bo bng email. Bn s lun
nhn c cc thng bo cnh bo quan trng nh vn thanh ton v qung co b t chi
bng email, nhng bn cng c th t ty chn email nhn cc loi thng bo khc qua
email.
1. ng nhp vo ti khon AdWords ca bn ti https://adwords.google.com.vn.
2. T tab Ti khon ca ti, hy chn Ci t thng bo.
3. Trong ct "Email", hy nhp vo mi tn to trnh n th xung cho php bn chn
loi thng bo bn mun nhn qua email. (Thng bo qua email c gi n a ch
email trn ti khon AdWords).

2.6. T chc ti khon ca bn thnh cng
T chc ti khon tt gip bn nhanh chng thc hin thay i, nhm mc tiu qung co hiu
qu v cui cng l t c nhiu mc tiu qung co. Bng cch to cc chin dch c cu
trc tt theo ch hoc sn phm, bn s nhn c nhiu hn ch vi mt ti khon d qun
l v c t chc: bn cng s c cc tp hp qung co v t kha c lin quan trc tip vi
nhau, gip ci thin im cht lng ca bn. Vi im cht lng cao hn, bn c th nhn
c nhiu gi tr nht cho ng tin ca mnh.
Ti khon c cu trc tt bao gm cc chin dch ring bit cho tng dng sn phm, ch
chung hoc cc loi dch v m bn cung cp. Ln lt, tng chin dch trong s cc chin dch
bao gm cc nhm qung co c ch cht ch tp trung vo mt sn phm, dch v hoc
ch c th. V mi nhm qung co phi cha danh sch t kha c th c lin quan trc
tip n vn bn qung co c kt hp.
Vi ti khon c cu trc tt, bn c th:
32

Xc nh qung co no ang to chuyn i ti u (nh bn hng hoc khch hng tim
nng) v lu lng truy cp.
D dng theo di thay i.
C quyn kim sot ngn sch v chi ph tt hn.
Nhanh chng tm t kha c th.
D dng qun l v chnh sa chin dch ca bn.
Ba mo hng u cu trc ti khon ca bn
Quy tc ngn tay ci hay to cu trc chin dch hiu qu l phn nh cu trc trang web ca
bn. Bng cch to chin dch v nhm qung co xung quanh ch hoc sn phm c th,
bn c th to danh sch t kha c lin quan trc tip n vn bn qung co tng ng v
qung co lin kt trc tip n trang ca sn phm trong trang web ca mnh.
V d: trang web ca ca hng ni tht c kh nng c cc phn khc nhau cho tng loi sn
phm, nh ni tht phng ng v ni tht phng n. Trang web cng c th c cc phn hoc
trang ring cho mi sn phm c th, nh mt chic ging hoc kiu bn nht nh.
Di y l v d v cu trc ti khon tt:
Ti khon
Ca hng ni tht

Chin dch Chin dch
Bn Phng ng

hm qung
co
hm qung co hm qung co
hm qung
co
Bn c ph Bn u ging Ging sofa Ging ngoi c

Bn c th thay i nh dng ny cho ph hp vi doanh nghip v phm vi qung co ca
mnh. V d: nu bn bn nhiu loi ging, bn c th c chin dch "Ging" vi cc ch
nhm qung co nh "Ging tng", "Ging kch c ln" v "Ging sofa". Hoc, nu bn ch
bn mt sn phm hoc dch v, bn c th to cu trc chin dch n gin xung quanh sn
phm . V d: nu bn ch bn n, bn c th to mt s nhm qung co da trn ch
m t nh "n dng chui" v "n hin i".
33

Nu doanh nghip ca bn phn pht mt s khu vc, bn c th to chin dch ring cho tng
v tr. V d: nu bn c mt ca hng Php v mt ca hng , hy thit lp hai chin dch
ring bit, mi chin dch nhm mc tiu vo mt trong cc v tr ny. Mi chin dch phi c
dch sang ngn ng a phng v phi nhn mnh rng dch v hoc sn phm ca bn c sn
quc gia .
V d
Cc chin dch c cp trn nhm mc tiu n v Php phi c qung co bng
ting v ting Php, tng ng.
Cc doanh nghip a phng, chng hn nh ca hng ni tht, nh pht trin bt ng
sn hoc i l xe hi c th to chin dch cho tng vng v trong mi chin dch, to mt
nhm qung co khc nhau cho mi thnh ph hoc khu th m chin dch bao ph.
Nu bn ang chy qung co mt thnh ph c th, bn c th to mt chin dch ch
nhm mc tiu n thnh ph .
Mo
Nu bn ch d nh thay i t gi thu cho mt vng, bn cng c th lm iu trong
cng mt chin dch s dng chin dch nng cao. Tm hiu thm v chin dch nng cao.
AdWords Editor l ng dng min ph ca Google qun l chin dch qung co AdWords ca
bn. Bn c th s dng AdWords Editor thc hin cc thay i cho ti khon ca mnh mt
cch nhanh chng v thun tin, cho d bn ang chnh sa mt t kha hay ang thm hng
trm qung co vn bn.
Trong s cc li ch khc, bn c th:
Ti xung AdWords Editor gip ti u ha chin dch AdWords ca bn.
1. T chc chin dch phn nh trang web ca bn
o Ti khon cha tt c mi th lin quan n ca hng ni tht.
o Chin dch c t chc xung quanh khu vc sn phm rng (danh mc ni tht
nh khch hng c th nhm chng).
o Mi chin dch cha mt s nhm qung co tp trung vo mt sn phm c th
(nh bn v ging).
2. To cc chin dch ring qung co nhiu vng
3. S dng AdWords Editor qun l cc chin dch ca bn
o Thm, chnh sa v xa cc chin dch, nhm qung co, qung co, t kha v v tr.
o Thc hin nhanh chng cc thay i trong phm vi ln.
o Thc hin cc tm kim v chnh sa nng cao.
o Sp xp v xem cc thng k hiu sut.
o Sao chp hoc di chuyn cc mc gia cc chin dch, nhm qung co v ti khon.
o Xut nh chp nhanh ca ti khon lu tr hoc chia s.


34

3. Qun l chin dch v nhm qung co
To v qun l chin dch ca bn
T chc cc chin dch v qung co trong ti khon ca bn
To chin dch qung co ca bn
Chn loi chin dch ph hp vi bn
Chn ci t v tr v ngn ng ca bn
Chn gi thu v ngn sch
Chn cch phn phi qung co
Hiu trng thi chin dch ca bn
To v qun l nhiu chin dch

To v qun l nhm qung co ca bn
t gi thu mc nh ca nhm qung co ca bn
To nhm qung co mi
Cch nhm qung co hot ng
Hiu trng thi nhm qung co ca bn

3.1. T chc cc chin dch v qung co trong ti khon ca bn
Gi y khi bn lm ch qung co u tin ca mnh, bn ang tng bc to nhiu qung
co hn na, ng khng? Trc khi bn thc hin, iu quan trng l phi bit thit k ba lp
ca AdWords. Hiu mi quan h gia cc lp ny ca ti khon s gip bn t chc qung co,
t kha v nhm qung co thnh cc chin dch hiu qu nhm mc tiu ng i tng.
Cch AdWords c t chc
AdWords c t chc thnh ba lp: ti khon, chin dch v nhm qung co.
1. Ti khon ca bn c lin kt vi mt a ch email, mt khu v thng tin thanh ton
duy nht.
2. Chin dch qung co ca bn c ngn sch v ci t ring xc nh ni cc qung co
ca bn xut hin.
3. hm qung co ca bn c cha mt lot cc qung co tng t cng nh t v cm
t, c gi l t kha, m bn mun kch hot hin th qung co ca mnh.
35

Ti khon
Email v mt khu duy nht
Thng tin thanh ton

Chin dch Chin dch
Ngn sch
Ci t
Ngn sch
Ci t

hm qung co hm qung co hm qung co
hm qung
co
Qung co
T kha
Qung co
T kha
Qung co
T kha
Qung co
T kha

L do bn nn t chc qung co ca mnh thnh cc nhm qung co v chin dch
Khi mi ngi tm kim trc tuyn v h nhp t hoc cm t, h ang tm kim thng tin lin
quan cht ch n nhng t . V d: nu Eric nhp my nh k thut s v thy qung co cho
cun phim, c kh nng anh s khng nhp vo qung co .

hin th qung co c lin quan n tm kim ca nhng ngi m bn ang c gng tip
cn, hy gn qung co c lin quan cng vi t kha c lin quan vo nhm qung co. Bng
cch , tt c qung co c lin quan ca bn c th c hin th cho khch hng ang tm
kim nhng iu tng t.

Mt tp hp cc nhm qung co to thnh mt chin dch. Chin dch l kim sot chnh cho
cc nhm qung co ca bn, ni bn c th chn:
Bn mun chi tiu bao nhiu cho nhp chut hoc chuyn i t qung co ca mnh
Mng v v tr a l ni bn mun qung co ca mnh hin th
Cc ci t cp cao nht khc nh hng n cc cm nhm qung co

V d:
Gi s bn s hu mt ca hng in t trc tuyn v bn to ti khon AdWords c th
bt u qung co cc sn phm m bn bn. cp ti khon, bn c th chn ngi khc
m bn mun c quyn truy cp vo ti khon AdWords v phng thc thanh ton c
u tin ca bn. Lp trn cng ca ti khon ca bn c th ging nh sau:
36

Ti khon
Ca hng in t trc tuyn

Bn quyt nh bn mun qung co khong khng qung co tivi v my nh, v vy,
bn to chin dch ring l cho tng mt hng. Vic tch ti khon ca bn thnh hai chin
dch m bo rng bn c th dnh t nht mt na ngn sch qung co trc tuyn ca
mnh cho mi khu vc sn phm.
Chin dch Chin dch
Tivi My nh

Bng vic tp trung vo chin dch my nh, bn c th to nhiu nhm qung co khc
nhau cho cc loi my nh khc nhau, nh my nh k thut s v my nh nh gn.
i vi chin dch tivi, bn c th to mt nhm qung co cho tng loi tivi bn bn, chng
hn nh Tivi mn hnh phng hay Tivi plasma.
hm qung co hm qung co hm qung co hm qung co
Tivi mn hnh phng Tivi plasma My nh k thut s My nh nh gn

Trong mt nhm qung co c th, bn mun chn t kha c lin quan cht ch n vn
bn qung co ca mnh. i vi nhm qung co my nh k thut s, bn c th th t
kha cho cc thng hiu, kiu v gi khc nhau dnh cho my nh k thut s m bn bn
(m bo bn tun th quy nh v nhn hiu ca chng ti).
Tp trung tt c li vi nhau, cu trc ti khon tng th ca bn c th ging nh sau:
Ti khon
Ca hng in t trc tuyn

Chin dch Chin dch
37

Ngn sch
Tivi
Ngn sch
My nh

hm qung co hm qung co hm qung co hm qung co
Tivi mn hnh phng Tivi plasma My nh k thut s My nh nh gn

Mo
Mt phng php ph bin t chc ti khon AdWords l t chc theo cch m trang
web ca bn c cu trc, vi mi nhm qung co trnh by mt trang hoc danh mc
khc nhau trn trang web ca bn.
Xem t chc ti khon ca bn trong nhy mt
Sau khi to chin dch u tin, bn s thy bng iu khin "Tt c chin dch trc tuyn" xut
hin pha bn tri trong tabChin dch ca ti khon AdWords. T bng iu khin ny, bn c
th thy ngay cch cc chin dch ca bn c t chc. Nhp vo mt trong cc chin dch v
bn cng s thy cc nhm qung co ca mnh. Cu trc th mc ny cng cho php bn
nhanh chng di chuyn xung quanh ti khon ca mnh.

Mo
Bt u t chc cc chin dch v nhm qung co ca bn khi bn to chng. Vic t chc
li ti khon sau khi bn to vi chin dch v nhm qung co lm mt tt c d liu c
gi tr bn tch ly, c th nh hng n cch qung co ca bn hot ng.
Nhiu ti khon c t chc tt nht bng cch to mt chin dch vi mt vi nhm
qung co, 2 hoc 3 qung co cng vi 10-35 t kha bn trong mi nhm qung co.

Gii hn ti khon AdWords
Sau y l cc gii hn cho ti khon AdWords (mc d hu ht nh qung co khng t n
cc gii hn ny):
10.000 chin dch (bao gm c chin dch ang hot ng v b tm dng)
20.000 nhm qung co cho mi chin dch
20.000 mc nhm mc tiu nhm qung co cho mi nhm qung co (chng hn nh t
kha, v tr, danh sch i tng v mc tiu sn phm)
300 qung co hin th hnh nh cho mi nhm qung co (bao gm c qung co hnh
nh)
50 qung co vn bn cho mi nhm qung co
4 triu qung co ang hot ng hoc b tm dng cho mi ti khon
38

5 triu mc nhm mc tiu nhm qung co cho mi ti khon (chng hn nh t kha, v
tr, danh sch i tng v mc tiu sn phm)
1 triu mc nhm mc tiu theo chin dch cho mi ti khon (chng hn nh nhm mc
tiu theo a l v t kha ph nh cp chin dch)
10.000 mc tiu v tr (c nhm mc tiu v b loi tr) cho mi chin dch, bao gm ti
a 500 mc tiu vng ln cn cho mi chin dch
20 danh sch v tr ph nh c chia s cho mi ti khon
65.000 v tr cho mi danh sch v tr ph nh
20 danh sch t kha ph nh c chia s cho mi ti khon*
5.000 t kha cho mi danh sch t kha ph nh*
100.000 tin ch m rng qung co c ang hot ng cho mi ti khon
1,3 triu tham chiu n tin ch m rng qung co c cho mi ti khon**
100.000 tin ch m rng qung co c nng cp ang hot ng cho mi ti khon
10.000 tham chiu nhm qung co n tin ch m rng qung co c nng cp trn
mi ti khon***
10.000 tham chiu chin dch n tin ch m rng qung co c nng cp cho mi ti
khon***

Nu nhm qung co ca bn gn t n gii hn t kha, chng ti s t thng bo
trong ti khon ca bn. Tm hiu thm v gii hn t kha v cch to danh sch t kha
hiu qu.
** V d: gi s bn c mt chin dch s dng tin ch m rng lin kt trang web c. Sau
, bn thm ba chin dch khc, mi chin dch chia s cng mt tin ch m rng lin kt
trang web c. By gi, ti khon ca bn c bn tham chiu n mt tin ch m rng
qung co c ang hot ng.
*** V d: gi s bn c mt chin dch s dng tin ch m rng lin kt trang web c
nng cp. Sau bn b sung thm mt chin dch v mt nhm qung co khc, mi loi
chia s cng tin ch m rng lin kt trang web c nng cp. By gi, ti khon ca bn
c 1 tin ch m rng qung co c nng cp ang hot ng, 2 tham chiu chin dch
n tin ch m rng qung co c nng cp v 1 tham chiu nhm qung co n tin
ch m rng c nng cp.

3.2. To chin dch qung co ca bn
Gip qung co ca bn tip cn ng ngi bng cch hiu khch hng, t ngn sch
v t chc chin dch.
Chn ng ci t chin dch gip bn t c mc tiu qung co ca mnh.
S dng nhng g bn tm hiu to chin dch.
Bt u tip cn khch hng bng cch to qung co v chn ng t kha.
39

Vi AdWords, bn s s dng chin dch t chc thng ip v qung co m bn mun hin
th cho khch hng. Trc khi bn to chin dch u tin, c mt vi khi nim quan trng cn
nm c:
Hiu khch hng ca bn
t ngn sch
T chc chin dch ca bn

Hiu khch hng ca bn
Trc khi bn to chin dch qung co u tin, hy dnh thi gian to tiu s ca khch hng
trong u, nhng ngi m bn ang c gng tip cn. Xem xt s thch, thi quen v c im
ca khch hng c th gip bn chn ci t ng cho chin dch ca mnh. Di y l mt s
yu t quan trng cn xem xt v s thch v hnh vi ca khch hng ca bn:
T v cm t h s dng tm kim trc tuyn: Nu bn iu hnh mt ca hng
ni tht, hy ngh v nhng t kha m khch hng tim nng c th s dng tm kim
ni tht. H s s dng cc cm t tm kim chung chung nh ni tht hay ca
hng ni tht? C nhiu kh nng khch hng s s dng cc cm t c th hn da
trn nhng g h ang tm kim, chng hn nh mua gh sofa ghp hoc gh phng n.
Loi trang web h truy cp: Ngh v nhng loi trang web m khch hng c th quan
tm. Nhng ngi tm kim ni tht cng s truy cp vo cc trang web sa sang nh
ca, trang web c lin quan n thit k ni tht hay trang web c thit k ring cho cc
ng b b m mi c con? Xem xt loi ni dung web no tht ph hp vi qung co
ni tht ca bn.
V tr a l: Ngh v ni khch hng tim nng . Nu bn ch phn phi ni tht cho
cc khch hng thnh ph, th bn nn gii hn nhm mc tiu ca chin dch n thnh
ph ca bn. iu ny gip m bo rng bn ch phi tr cho cc nhp chut ln qung
co t nhng ngi sng khu vc bn phn phi v c th mua ni tht ca bn.
Cch h lin lc vi bn: Xem xt cch bn mun khch hng lin lc vi mnh. Nu bn
mun h trc tip ti ca hng, bn c th lm ni bt thng tin v tr trong qung co.
Hay c th bn mun h gi cho bn hoc in vo biu mu lin h trc tuyn. Bn c
th thm nhng ty chn ny v ty chn khc vo qung co vi tin ch m rng qung
co, c tho lun trong phn Hiu ci t chin dch ca bn bn di.
Tiu s ny ca khch hng cung cp cho bn mt s thng tin chi tit v ci t chin dch bn
c th xem xt, chng hn nh:
T kha s kch hot qung co ca bn hin th trong kt qu tm kim
Nhng trang web ni bn c th mun qung co ca mnh xut hin
V tr a l ni qung co ca bn s xut hin
Thng tin b sung bn c th mun bao gm trong qung co, chng hn nh s in
thoi hoc lin kt n trang lin h trn trang web ca bn
Chng ti s gii thch nhng ci t chin dch ny v ci t chin dch khc bn di.

t ngn sch
40

Khi bn hiu khch hng ca mnh l ai, hy ngh v s tin bn mun chi tiu tip cn h
bng qung co ca mnh v cc kt qu bn mong mun cho chin dch ca mnh thnh
cng.
AdWords cho php bn t ngn sch trung bnh hng ngy cho tng chin dch da trn mc
tiu qung co v tng s tin bn c th chi tiu mi ngy. Nhn mo v t ngn sch chin
dch.
Bn khng chc chn nhng g s b tnh ph? Tm hiu cch AdWords tnh chi ph.
T chc chin dch ca bn
R rng, t chc l thnh phn c bn em n thnh cng v AdWords cng khng phi l
ngoi l. Trc khi bn bt u to chin dch v qung co, iu quan trng l tm hiu cch
AdWords c cu trc gip bn to chin dch hiu qu nhm mc tiu n ng i
tng.
AdWords c t chc thnh ba lp: ti khon, chin dch v nhm qung co.
1. Ti khon ca bn c lin kt vi mt a ch email, mt khu v thng tin thanh ton
duy nht.
2. Mi chin dch qung co c ngn sch v ci t ring xc nh ni qung co ca
bn xut hin.
3. hm qung co c cha mt tp hp cc qung co tng t cng nh cc t v cm
t, c gi l t kha kch hot qung co ca bn hin th. Tp hp cc nhm qung
co to thnh mt chin dch. S dng nhm qung co nhm cc qung co c lin
quan vi t kha c lin quan hin th qung co c lin quan n tm kim ca nhng
ngi bn ang c gng tip cn. Tm hiu thm v vic t chc cc chin dch v qung
co trong ti khon ca bn.
Hiu ci t chin dch ca bn
By gi bn c c hnh dung tt hn v khch hng bn ang c gng tip cn, bn sn
sng xem xt ci t chin dch ph hp vi mc tiu ca mnh. Ci t chin dch bn chn s
p dng cho tt c cc qung co trong cng mt chin dch. Loi chin dch m bn chn xc
nh ci t no c sn cho bn.
Ci t bao gm ba lnh vc c bn c lin quan n qung co ca bn:
S tin bn s thanh ton bng cch t ngn sch v gi thu (bn lun c th iu chnh
chng sau)
Ngoi vn bn v lin kt, bn c th bao gm mt s ni dung vo qung co bng cch
s dng tin ch m rng qung co
Ni bn mun qung co ca mnh xut hin bng cch s dng cc ci t cho v tr a
l, ngn ng v v tr trn web (c gi l Mng).
Di y l tng quan v ci t chin dch bn cn phi gii quyt khi thit lp mt chin dch
AdWords mi:
41

Ci t M t
Tm hiu
thm
Chung y l ni bn nhp tn cho chin dch v chn loi chin dch ca
mnh. Mc d AdWords nhp tn chin dch mc nh cho bn,
bn nn chn tn m t r rng ch ca chin dch bn c
th d dng tm thy chin dch trong ti khon ca mnh. Tn
chin dch ca bn khng hin th cho khch hng.

Loi Loi chin dch xc nh ci t no m chng ti s hin th cho
bn khi bn to hoc chnh sa chin dch ca mnh. Loi bn
chn iu chnh thit lp chin dch thch hp vi mc tiu ca
bn, loi b cc tnh nng khng lin quan. Chng ti khuyn nh
qung co mi nn bt u vi loi chin dch "Mng tm kim c
la chn hin th", cung cp nhiu v tr tim nng khc nhau cho
qung co ca bn.
Chn loi
chin dch
ph hp
vi bn
V tr v
ngn ng
Qung co ca chin dch ca bn iu kin hin th cho cc
khch hng hoc quan tm n ci t v tr bn chn v s
dng Google bng ngn ng bn ch nh. Chng ti khuyn bn
nn chn cung cp ngn ng m khch hng ang s dng.
Nhm mc
tiu theo v
tr v ngn
ng
Mng v
thit b
Chn Mng ni bn mun qung co xut hin, chng hn nh
trn trang kt qu tm kim nh Google (Mng tm kim), trn
cc trang web khc hp tc vi Google hin th qung co
(Mng hin th) hoc c hai. Theo mc nh, cc chin dch mi
nhm mc tiu tt c cc loi thit b bao gm my tnh bn,
my tnh bng v thit b di ng. Sau , bn c th chn ty
chnh qung co cho cc thit b khc nhau.
Ci t
mng
t gi
thu v
ngn sch
Chn t gi thu cho nhp chut vo qung co theo cch th
cng hoc AdWords thc hin vic cho bn. Ty vo loi
chin dch, bn c th xem ty chn t gi thu b sung chn.

Chin lc gi thu kim sot cch bn thanh ton cho ngi
dng tng tc vi qung co ca bn.Gi thu mc nh l s
tin cao nht bn s tr cho mi nhp chut ln qung co trong
nhm qung co. Ngn sch l s tin trung bnh bn c th chi
tiu mi ngy vo chin dch ca mnh. Ngn sch bn chn hon
ton ty thuc vo bn v bn c th iu chnh ngn sch ca
mnh bt k lc no.
t gi
thu v
ngn sch
Tin ch
m rng
qung
co
Bao gm thng tin khc v qung co, chng hn nh thng tin v
tr, lin kt n trang trn trang web, s in thoi v trang
Google+.
Nng cao
qung co
ca bn
bng cch
s dng
cc tin ch
m rng
Ci t
nng cao
Khi bn cm thy hi lng vi vic s dng ci t c bn nht ca
AdWords, xem xt vic chp nhn mt hoc nhiu tnh nng ty
chn ny gip nhn chin dch qung co theo cng mt lch
nh khch hng ca bn:
Lp lch: t ngy bt u v kt thc ca chin dch.
Lp lch qung co: chn ngy hoc gi nht nh trong tun
qung co ca bn hin th.
S dng
lp lch
qung co
ty chnh
42

Phn phi qung co: Theo mc nh, AdWords hin th
qung co ca bn khi cc qung co c nhiu kh nng
nhn cc nhp chut hoc chuyn i nhng bn c th chn
hin th qung co ng u cho c ngy.
Mo
Nu bn thit lp chin dch tng t v bn mun s dng cng ci t, bn c th tit
kim thi gian bng cch ti ci t t chin dch hin ti vo chin dch mi ca mnh. Bn
s thy ty chn ny trong phn "Ci t chung", ngay bn di loi chin dch.
To chin dch
By gi bn c tiu s ca khch hng trong u v hiu ci t chin dch, bn sn sng s
dng thng tin to chin dch ng thi t ngn sch v gi thu. Bn s cn phi to t
nht mt chin dch trc khi bn c th to cc qung co trong ti khon ca mnh.
To chin dch v chn ci t chin dch
Di y l cch to chin dch v chn ci t chin dch ca bn:
1. Truy cp AdWords ti https://adwords.google.com.vn.
o Nu bn l ngi mi s dng AdWords, hy nhp vo Bt u ngay by gi to
ti khon ca bn. Trong qu trnh ny, chng ti cng s hng dn bn to chin
dch u tin ca mnh. Tm hiu thm vto ti khon AdWords v chin dch u
tin ca bn.
o Nu bn to ti khon AdWords, hy ng nhp. Sau , nhp vo tab Chin dch.
2. Nhp vo nt + Chin dch trn tab Chin dch.
3. T trnh n th xung, chn loi chin dch bn mun s dng ("Mng tm kim c la
chn hin th" (c ngh cho nh qung co mi), "Ch Mng tm kim" hoc "Ch
Mng hin th"). Tm hiu thm v chn loi chin dch ca bn.
4. Bn s c a n trang "Chn ci t chin dch". t tn chin dch ca bn. Sau ,
la chn cc ci t sau (bn c th tm thng tin b sung v nhng ci t ny trong
phn Hiu ci t chin dch ca bn trn):
o Thit b
o V tr
o Ngn ng
o t gi thu v ngn sch
o Tin ch m rng qung co
5. Nhp vo Lu v tip tc. Bn c th chnh sa ci t chin dch ca mnh bt k lc
no.

To qung co v chn t kha
Sau khi bn lu ci t chin dch ca mnh, bn s c a n trang "To qung
co v t kha". y l trang bn s to nhm qung co trong chin dch ca mnh.
Mt nhm qung co c to thnh bi tp hp cc t kha, qung co v gi thu.
Mi chin dch qung co bao gm mt hoc nhiu nhm qung co.
43

Ti y bn s chn nh dng qung co, to qung co v chn t kha bn ngh l
khch hng s s dng khi tm kim thng tin c lin quan n cc sn phm hoc dch
v ca mnh.
Chng ti s bao gm cch to qung co vn bn (nh dng qung co chng ti
khuyn cc nh qung co mi hn nn dng), nhng bn c th chn t nhiu nh
dng qung co khc nhau ty vo mc tiu qung co ca bn. Nhng nh dng ny
bao gm qung co video, qung co hnh nh, qung co trn in thoi di ng WAP,
qung co ni dung ng dng hoc k thut s v nhiu loi qung co khc. Tm hiu
v tt c cc nh dng qung co sn c v cch chn nh dng no ph hp vi bn.
Mo
B ngi vit chn? Cn tr gip quyt nh xem ni dung vn bn qung co nn l
g? Khm ph nhng mo ny to qung co vn bn thnh cng.
To qung co vn bn
to qung co vn bn, hy thc hin theo cc bc sau:
1. Trong phn "To qung co", chn Qung co vn bn.
2. Nhp vo dng tiu , m t, URL hin th v URL ch. URL hin th l a ch web,
thng l trang ch ca trang web, c hin th cho khch hng cng vi qung co ca
bn trong khi URL ch a khch hng n trang c th trong trang web ca bn. C hai
URL nn cha cng mt tn min. V d: qung co c www.google.com.vn l URL hin
th v www.google.com.vn/ads l URL ch chp nhn c v chng dng chung tn
min google.com.vn
3. Nhp t kha ca bn vo phn "T kha". Chng ti khuyn bn nn bt u vi 10-20
t kha. Bn lun c th chnh sa hoc thm nhiu t kha sau . Tm hiu cch chn
t kha v v tr khi bn to chin dch.
4. Nhp vo Lu. Nu y l chin dch u tin, hy nhp vo Lu v tip tc thanh
ton. Qung co khng th chy nu bn cha gi thng tin thanh ton.

3.3. Chn loi chin dch ph hp vi bn
Khi bt u thit lp chin dch, bn s c yu cu chn loi chin dch. Vic ny xc nh loi
ci t v ty chn no bn thy khi bn ty chnh chin dch ca mnh -- v d: loi qung co
no bn c th thit k v ni khch hng c th thy cc qung co ny.
Vic chn ng loi chin dch c th tit kim c thi gian ca bn, bng cch iu chnh
thit lp chin dch thch hp vi mc tiu ca bn v loi b cc tnh nng khng lin quan.
Gii thiu cc loi chin dch
Khi chn loi chin dch, trc tin hy chn mng ni bn mun qung co hin th.
44

Mng tm kim c la chn hin th
Qung co ca bn s hin th trn Mng tm kim ca Google, bao gm Google tm kim,
Google mua sm, Google Maps v cc trang web tm kim hp tc vi Google, nh AOL
v Mng hin th ca Google, bao gm cc trang web v ng dng hp tc vi Google
cng nh cc trang web ca Google nh Gmail, YouTube, Blogger v Google Finance. Nu
bn chn ty chn ny, bn s khng th qun l ngn sch ring l cho tng mng.

Tuy nhin, i vi Mng hin th, qung co ca bn c hin th c chn lc hn qung
co vi chin dch Mng tm kim & hin th. Qung co ca bn ch hin th cho nhng
khch hng ang tm kim sn phm v dch v c lin quan n t kha v nhng ngi
c kh nng mua hng nht. Tm hiu thm v loi chin dch mi.

Mng tm kim v hin th Khng cn c sn cho cc chin dch mi.
Qung co ca bn s hin th trn Mng tm kim ca Google v Mng hin th ca
Google. Vi ty chn ny, bn s khng th qun l ngn sch ring cho tng mng.

V d: Bn lm vic trong b phn Quan h cng chng v mun tng hin th qung co
cho ban nhc mi. Chin dch "Mng tm kim & hin th - Tt c cc tnh nng" cho php
bn tip cn i tng rng nht bng cch nhm mc tiu nhng ngi ang tm kim
nhc v nhng ngi ang duyt cc trang web c ch m nhc m bn ch nh trong
Mng hin th ca Google.
Ch Mng tm kim
Qung co ca bn s hin th trn cc trang web tm kim ca Google, bao gm Google
tm kim, Google mua sm, Google Maps, Google Images v Google Groups, cng nh
trong kt qu tm kim trn cc trang web hp tc vi Google, nh AOL.

V d: Bn c mt doanh nghip tu sa nh ca nh nhng bn rn kim c hu ht
doanh thu t sa h thng ng nc. Chin dch "Mng tm kim - chun" cho php bn
b qua tt c cc ci t nng cao v ch nhm mc tiu qung co ca bn vi khch hng
tim nng cao ang tm kim dch v sa ng nc ti nh.

Ch Mng hin th
Qung co ca bn s hin th trn mng cc trang web i tc ca Google, cng nh trn
cc trang web ca Google nh Gmail, YouTube, Blogger v Google Finance.
Tip theo, bn s chn loi chin dch ph c th hn m bn mun to. Nu bn l nh qung
co mi hoc mun chin dch hiu qu vi t rc ri hn, chng ti khuyn bn nn chn loi
chin dch Chun. Chng ti cng bao gm so snh tng kha cnh cc tnh nng bn di.
Loi chin dch chun
Chin dch Mng tm kim v hin th & chin dch trn Mng tm kim c la chn hin
th
45

Qung co vn bn c nhm mc tiu theo t kha hin th trn Mng tm kim ca Google
v Mng hin th ca Google.
Tnh nng c sn Tnh nng khng c sn
Nhm mc tiu theo v tr c
bn
Ci t ngn sch v t gi
thu c bn
Tin ch m rng qung co
chung bao gm s in
thoi, URL, v tr hoc lin
kt x hi.
Nhm mc tiu theo ngn
ng
Ci t th nghim v x hi nng cao
Ty chn cch phn phi qung co v lp lch
qung co
Ty chn v tr nng cao
Tin ch m rng ng dng trn thit b di ng
i snh t kha nng cao
Loi tr IP
Tab Mng hin th, bao gm cc phng php nhm
mc tiu, chng hn nh cc ty chn v tr c
qun l, ch , tip th li, danh mc s thch nhn
khu hc v danh mc trang web.
URL theo di ng
Chin dch ch Mng tm kim
Qung co vn bn c nhm mc tiu theo t kha hin th trn Mng tm kim ca Google.
Tnh nng c sn Tnh nng khng c sn
Nhm mc tiu theo v tr c bn
Ci t ngn sch v t gi thu c bn
Tin ch m rng qung co chung bao gm s
in thoi, URL, v tr hoc lin kt x hi.
Nhm mc tiu theo ngn ng
Ci t th nghim v x hi
nng cao
Ty chn cch phn phi qung
co v lp lch qung co
Ty chn v tr nng cao
Tin ch m rng ng dng trn
thit b di ng
i snh t kha nng cao
Loi tr IP
URL theo di ng
Loi chin dch tt c cc tnh nng
Chin dch trn Mng tm kim v hin th
Qung co vn bn c nhm mc tiu theo t kha hin th trn Mng tm kim ca Google.
Cng bao gm qung co vn bn, qung co hnh nh, qung co a phng tin v qung
co video hin th trn Mng hin th ca Google.
Tnh nng c sn
Tnh nng khng c
sn
Tt c ci t chun, bao gm cch phn phi qung co v tt c
tin ch m rng qung co
Khng c

Chin dch trn Mng tm kim c la chn hin th
46

Qung co vn bn c nhm mc tiu theo t kha hin th trn Mng tm kim ca Google.
Cng bao gm qung co vn bn, qung co hnh nh, qung co a phng tin v qung
co video hin th trn Mng hin th ca Google.
Tnh nng c sn Tnh nng khng c sn
Tt c ci t chun, bao
gm cch phn phi qung
co v tt c tin ch m
rng qung co
Tab Mng hin th, bao gm cc phng php nhm
mc tiu, chng hn nh cc ty chn v tr c
qun l, ch , tip th li, danh mc s thch nhn
khu hc v danh mc trang web.

Ch Mng tm kim
Qung co vn bn c nhm mc tiu theo t kha hin th trn Mng tm kim ca Google.
Tnh nng c sn
Tnh nng khng c
sn
Tt c ci t chun, bao gm cch phn phi qung co v tt c
tin ch m rng qung co
Khng c

Ch Mng hin th
Qung co vn bn, qung co hnh nh, qung co a phng tin v qung co video hin th
trn Mng hin th ca Google.
Tnh nng c sn
Tnh nng khng c
sn
Tt c ci t chun
Ty chn nhm mc tiu theo h iu hnh, kiu thit b,
mng di ng v mng khng dy
Cc cch phn phi qung co v tt c cc tin ch m rng
qung co
Khng c
Loi chin dch nng cao
Di y l mt vi loi chin dch b sung c th cung cp thm cch gip bn tip cn cc
khch hng tim nng ca mnh:
Chin dch ng dng trn in thoi di ng: hin th qung co trn mng Google v
mng AdMob trong cc ng dng trn thit b di ng trn cc thit b Android v iOS.
Chin dch Qung co danh sch sn phm: bao gm thng tin sn phm c th t ti
khon Google Merchant Center ca bn nh hnh nh, tiu , gi, thng ip khuyn mi
trong hp trn Google tm kim tch bit khi qung co vn bn.
Chin dch tip th li: cho php bn hin th qung co cho nhng ngi truy cp vo
trang web ca bn khi h duyt cc trang web khc trn Mng hin th ca Google.
47

Thay i loi chin dch
Thay i loi chin dch c th nh hng n hiu sut v phn pht qung co ca chin dch
hoc n v hy kch hot mt s tnh nng nht nh. Chng ti tt ty chn thay i gia
mt s loi chin dch nhm gip bn trnh gp phi nhng vn sau:
Thay i v loi chin dch c php
Ch Mng hin th thnh Mng tm kim & hin th
Khng c php
"Ch Mng hin th" thnh "Ch Mng tm kim"
Khng c php
Ch Mng tm kim thnh Mng tm kim & hin th
c php
Ch Mng tm kim thnh Ch Mng hin th
Khng c php
Mng tm kim & hin th" thnh "Ch Mng tm kim
c php
Mng tm kim & hin th" thnh "Ch Mng hin th
Khng c php
i vi cc loi chin dch m bn c th thay i, 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, hy nhp vo tn ca chin dch bn mun chnh
sa.
4. Nhp vo tab Ci t.
5. Nhp vo Chnh sa bn cnh "Loi", trong "Chung".
6. Chn loi chin dch chuyn i, sau nhp vo Lu.

Mo
Mun s dng tnh nng khng c sn vi loi chin dch hin ti ca bn? Hy xem xt to
chin dch mi vi loi thch hp v sau nhp cc nhm qung co hin ti ca bn vo
chin dch mi bng AdWords Editor.

3.4. Chn ci t v tr v ngn ng ca bn
Bn c th gip m bo rng qung co ca bn tip cn khch hng bn mun. S dng ci
t v tr v ngn ng qung co xut hin cho khch hng cc v tr a l c nhm
mc tiu ca bn hoc cho khch hng chn ngn ng c nhm mc tiu ca bn lm
ngn ng giao din ca h.
Vi ci t v tr, bn c th nhm mc tiu khu vc a l ni qung co ca bn c th xut
hin. V d: nu bn s hu ca hng thng mi in t ti Hoa K v bn mun nhm mc
tiu n tiu bang California, bn c th s dng ci t v tr ca mnh lm iu .
48

Ci t ngn ng cho php bn t qung co ca mnh trn cc sn phm ca Google v cc
trang web ca bn th ba bng ngn ng m khch hng ca bn ni.
V d:
Gi s bn s hu mt doanh nghip Na Uy v bn nhm mc tiu qung co ca mnh
n quc gia Na Uy, ng thi t ngn ng ch thnh ting Na Uy. iu ny c ngha l
qung co ca bn c th xut hin trn Google cho khch hng Na Uy t ting Na Uy
lm ngn ng giao din ca h.
Cch chn ci t v tr v ngn ng ca bn
1. Nhp vo tab Chin dch.
2. Trong bng iu khin bn tri, hy nhp vo Tt c cc chin dch trc tuyn.
3. Nhp vo nt + Chin dch.
4. Bn s c a n trang ni bn s c th cp nht ci t chin dch ca mnh. Hy tm
phn c tiu "V tr v ngn ng".
5. nhm mc tiu theo v tr, bn c ty chn :
o Chn v tr t cc ty chn c lit k...
o Hoc nhp v tr vo hp tm kim.
6. chnh sa ngn ng ch ca bn, hy nhp vo Chnh sa trong phn "Ngn ng".
7. Chn hp bn cnh ngn ng m bn mun nhm mc tiu.
8. Sau khi bn chn phn cn li ca ci t chin dch ca mnh, hy nhp vo Lu v tip
tc.

3.5. Chn gi thu v ngn sch
chy qung co ca bn trn Google, bn s cn phi quyt nh ngn sch chin dch v gi
thu nhm qung co ph hp. Ngn sch ca bn thit lp gii hn tnh ph cho mt chin
dch ring l, v vy, ngn sch ny phi l s tin m bn c th chi tiu mi ngy (hoc xem
trn ha n th tn dng hng thng ca bn nu bn nhn ngn sch vi 30,4, s ngy trung
bnh trong mt thng). Chi ph thc t ca bn c th thp hn, ty thuc vo cch bn qun l
gi thu ca mnh.

Gi thu ca bn l s tin cao nht bn mun chi tiu cho mi nhp chut. Bng cch qun l
gi thu, bn c th tc ng n s lng lu lng truy cp m qung co ca bn nhn
c, cng nh ROI m s lng lu lng truy cp ny to ra. Vi gi thu cao hn, chin dch
ca bn c kh nng nhn c nhiu lu lng truy cp hn mc d chi tiu nhiu tin hn.
Vi gi thu thp hn, chin dch ca bn c kh nng ci thin ROI nhng nhn c t nhp
chut v chuyn i hn.
Di y, bn s tm hiu cc bc t gi thu v ngn sch trong chin dch mi v cch
c tnh s tin bn s chi tiu.
49

Cc bc t gi thu v ngn sch ca bn cho chin dch mi
1. ng nhp vo ti khon AdWords ca bn ti http://adwords.google.com.vn
2. Nhp vo tab Chin dch.
3. Nhp vo Tt c chin dch trc tuyn, ri nhp vo nt + Chin dch v chn loi chin
dch t trnh n th xung.
4. Trong phn Chin lc gi thu ca ci t chin dch, chn chin lc. Nu bn chn ty
chn "th cng", cng hy nhp thm Gi thu mc nh.
5. i vi Ngn sch, s tin bn nhp phi l s tin cao nht bn mun chi tiu trung bnh
mi ngy cho chin dch ca mnh trong mt thng. Bn cng c th p dng ngn sch
c chia s m bn to trc .
6. Nhp vo Lu v tip tc (trn trang ci t tip theo, bn s c nhc to v lu nhm
qung co ca mnh).
7. Bn c th chnh sa li chin lc gi thu v ngn sch bt k lc no bng cch quay li
tab Ci t ca chin dch ca bn.
Gii thiu v ty chn t gi thu chin dch ca bn
Khi nhiu ngi ngh v phin u gi, h thng ngh n chin li phm c bn cho ngi
tr gi thu cao nht. Tuy nhin, u gi qung co ca chng ti s dng c cht lng v gi
thu xc nh v tr qung co ca bn. V vy, ngay c khi i th cnh tranh ca bn t gi
thu cao hn bn, bn vn c th ginh c v tr cao hn -- vi mc gi thp hn -- vi t kha
v qung co c lin quan cao. Bn thng s tr t hn gi thu ti a ca mnh, bi v vi
phin u gi qung co bn khng phi tr nhiu hn nhng g cn thit xp hng cao hn
nh qung co ngay bn di bn. S tin bn tr c gi l CPC thc t.
Gi mi nhp chut CPC ti a ca bn l s tin cao nht bn mun tr cho mt nhp chut
ln qung co ca mnh. Vi gi thu cao hn, chin dch ca bn c kh nng nhn c nhiu
lu lng truy cp hn mc d chi tiu nhiu tin hn. Vi gi thu thp hn, chin dch ca
bn c kh nng ci thin li tc u t (ROI) ca qung co, nhng nhn c t nhp chut v
chuyn i hn.
C hai chin lc gi thu c bn ( bit thm chi tit, hy xem Xc nh chin lc gi thu
da trn mc tiu ca bn):
t gi thu th cng: y l chin lc mc nh cho php bn t qun l gi thu
CPC ti a ca mnh. Bn c th t gi thu cp nhm qung co hoc cho cc t kha
ring l.
t gi thu t ng: Nu bn l ngi mi s dng AdWords (hoc nu bn ang bn
rn), chng ti khuyn bn nn chn chin lc ny. Tt c nhng g bn phi lm l t
ngn sch hng ngy v h thng AdWords qun l gi thu cho bn, mang li cho bn
nhiu nhp chut nht c th trong ngn sch ca bn.
Vi t gi thu th cng, s tin Gi thu mc nh ca nhm qung co ca bn s c p
dng cho tt c cc t kha trong nhm qung co ca chin dch mi ca bn. Bn c th thay
i s tin gi thu ca mnh bt k lc no. Bn cng c th thay i gi tr ny cho cc t kha
ring l thng qua ct CPC t.a trn tab T kha. Tm hiu cch Chn gi thu cho t kha ca
bn.
Mo
50

Hy th Cng c lp k hoch t kha nhn c tnh lu lng truy cp, nh s nhp
chut c tnh, s ln hin th c tnh hay CPC trung bnh c tnh cho t kha ca bn.
Nhng c tnh ny c th gip bn a ra quyt nh v gi thu v ngn sch no s t.
t iu chnh gi thu
Bn c th 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 tr c th v vo ngy v thi im c th.
iu chnh gi thu c th cho php bn kim sot nhiu hn thi gian v v tr qung co ca
bn xut hin v c p dng u gi thu hin ti ca bn. Bn cng c th ty chnh chin
lc t gi thu ca mnh bng cch t nhiu iu chnh cng hot ng, chng hn nh v tr
v thi gian trong ngy hoc thi gian trong ngy v thit b di ng.
Gii thiu v ngn sch chin dch ca bn
Hy nh rng s tin ngn sch ca bn l dnh cho mt chin dch, thay v tng s tin cho
ton b chin dch ca bn. Ngn sch chin dch ca bn phi l s tin cao nht m bn
mun chi tiu trung bnh mi ngy trong mt thng. Nu bn ang lm vic vi ngn sch
qung co hng thng, bn c th c tnh ngn sch hng ngy trung bnh ca mnh bng cch
chia s tin cho 30,4 (s ngy trung bnh mi thng). Lu rng c tnh ny c th thay i
cht t, do mt s thng di hn hoc ngn hn.
Mo
Bt u nh. Nu bn l ngi mi bt u, hy th ngn sch hng ngy trong khong t
10 n 50 la M. Kim tra ti khon ngay sau khi p dng ngn sch mi xem chin
dch ca bn hot ng nh th no.
Bi v lu lng truy cp ca khch hng dao ng hng ngy, Google c th cho php pht
sinh thm ti a 20% s nhp chut (hoc hot ng qung co khc cho cc chin dch mt
ty chn t gi thu khc) trong mt ngy so vi ngn sch hng ngy m bn ch nh. Chng
ti gi y l phn phi qu.
Tuy nhin, h thng ca chng ti m bo rng trong mt thi hn thanh ton c th, bn s
khng bao gi b tnh ph nhiu hn 30,4 nhn vi s tin ngn sch hng ngy ca bn. V d:
nu ngn sch ca bn l $10 mi ngy th s tin ti a bn s tr l $304.
Nu Google phn phi qung co qu nhiu v chi ph tch ly trong mt thi hn thanh
ton vt qu gii hn tnh ph cho ngn sch ca bn, khon tn dng s t ng c p
dng cho ti khon ca bn. V d: nu gii hn tnh ph hng thng ca bn l $304 v bn
tch ly $310 chi ph trong mt thi hn thanh ton c th, bn s nhn c khon tn dng l
$6 v ch b tnh ph $304.
Mo
Chin dch ca bn c s dng ht ngn sch khng? Ci t ngn sch ca bn bao gm ty
chn Xem ngn sch c xut, da trn phn tch hiu sut chin dch ca bn,
thng t 15 ngy qua.
51


3.6. Chn cch phn phi qung co
Phn phi qung co xc nh tn sut qung co ca bn hin th sut c ngy. Sau khi bn
t ngn sch chin dch ca mnh, bn c ty chn chn mt trong hai cch phn phi
qung co:
Phn phi bnh thng (ty chn mc nh) phn phi ngn sch sut c ngy trnh
vic s dng ht ngn sch ca bn qu sm. Ty chn ny c ngh nu bn mun
tip cn ng u i tng ca mnh sut c ngy, thay v ch trong bui sng.
Phn phi nhanh hin th qung co ca bn nhanh hn cho n khi bn ht ngn sch.
V vy, nu chin dch ca bn b gii hn bi ngn sch, qung co ca bn c th ngng
chy sm hn trong ngy.
C nhiu ty chn phn phi qung co trong "Ci t nng cao". Xoay vng qung co xc
nh tn sut chng ti phn phi cc qung co ang hot ng ca bn c lin quan ln nhau
trong nhm qung co. Bn c th chn ti u ha cho nhp chut hoc chuyn i hoc xoay
vng qung co ca mnh ng u hn. Nu bn ang chy qung co trn Mng hin th,
bn c th t gii hn s ln qung co ca mnh xut hin cho s lng khch truy cp bng
cch s dng gii hn tn sut.
Hiu phn phi qung co v ngn sch ca bn
i vi hu ht cc nh qung co, ngn sch c s dng mi khi khch hng tim nng
nhp vo qung co ca bn. Qung co ca bn hin th cng thng xuyn, bn s s dng
ht ngn sch hng ngy ca mnh cng nhanh. Qung co ca bn s ngng hin th ngay khi
ngn sch hng ngy c phn b ca bn cn. V vy, la chn cch phn phi ca bn xc
nh tn sut v lng thi gian qung co ca bn hin th, cng nh ngn sch ca bn ko
di trong bao lu.
Phn phi bnh thng (cch phn phi mc nh):
Cch hot ng: Chng ti s c gng phn phi ng u qung co ca bn trong sut
c ngy (12 gi sng 11:59 khuya).
Cch ny tt nht cho ai: Cch phn phi ny tt nht nu bn mun tip cn khch
hng vo cc thi im khc nhau trong ngy. Nu bn c ngn sch nh, cch phn phi
ny cng c th gip bn trnh chi tiu ton b ngn sch vo bui sng. V d: nu bn
iu hnh doanh nghip cung cp thc phm cho ngi snh n, bn mun m bo rng
bn tip cn khch hng vo ba n sng, n tra v n ti.
iu g s xy ra: V phn phi qung co ca bn xy ra sut c ngy, bn c th khng
nhn thy qung co ca mnh xut hin mi khi bn tm qung co. (Hy nh rng,
thy qung co ca bn trong ng cnh, bn nn s dngcng c xem trc qung
co hn l tm kim trn Google.)

Phn phi nhanh:
52

Cch hot ng: Ngay khi mi ngy bt u (12 gi sng), qung co ca bn xut hin
nhanh hn cho n khi bn t gii hn ngn sch ca mnh.
Cch ny tt nht cho ai: Cch phn phi ny tt nht nu iu quan trng i vi bn l
qung co ca bn hin th bt u vo bui sng v nhanh hn sau cho n khi t
n ngn sch ca bn, ngay c khi iu c ngha l qung co c th khng hin th
sut c ngy.
iu g s xy ra: Hy nh rng qung co ca bn s ngng hin th khi bn t n
ngn sch c phn b cho ngy (xem bn di bit thm chi tit). V vy, nu bn
t n gii hn ngn sch sm vo bui sng, qung co ca bn s khng chy li cho
n ngy hm sau.

Di y l cch t cch phn phi ca bn:
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 c phn phi.
4. Nhp vo tab Ci t.
5. Trong phn "t gi thu v ngn sch", hy nhp vo Cch phn phi (nng cao). Lu
rng tnh kh dng ca cc ci t nht nh, nh ci t ny, c th ty thuc vo loi
chin dch bn chn. So snh chi tit cc loi chin dch v tm hiu cch bn c th thay
i loi chin dch ca mnh.
6. Bn cnh "Cch phn phi", hy nhp vo Chnh sa.
7. Chn Bnh thng (mc nh) hoc Nhanh.
8. Nhp vo Lu.

Chn ci t xoay vng qung co cho chin dch ca bn
Xoay vng qung co l cch m chng ti phn phi qung co ca bn trn c Mng tm kim
v Mng hin th. Nu bn c nhiu qung co trong mt nhm qung co, th qung co ca
bn s xoay vng, bi v mi ln ch mt qung co t ti khon ca bn c th hin th. Nu
bn mun ch nh tn sut bn mun qung co trong nhm qung co ca mnh c phn
pht c lin quan ln nhau, bn c 4 ty chn:
Ti u ha cho nhp chut (mc nh): Qung co c mong i cung cp nhiu nhp
chut hn c phn phi vo phin u gi qung co thng xuyn hn cc qung co
khc trong nhm qung co. Nhng qung co c cht lng cao hn ny nhn c
nhiu hin th hn cc qung co khc trong nhm qung co, dn n phn trm
phn pht qung co cao hn. Bng cch s dng ty chn ny, nhm qung co ca bn
s c kh nng nhn c nhiu hin th v nhp chut tng th hn, v qung co c cht
lng cao hn s ginh c v tr tt hn v thu ht s ch ca ngi dng nhiu hn.
Cch hot ng
Ti u ha cho chuyn i: Qung co c mong i cung cp nhiu chuyn i hn
c phn phi vo phin u gi qung co thng xuyn hn cc qung co khc trong
nhm qung co. Ty chn ny ti u ha cho cc chuyn i, nn ty chn ny xt n
53

c t l nhp (CTR) v t l chuyn i. Nu khng c d liu chuyn i xc nh
qung co no s cung cp chuyn i nhiu nht, qung co s xoay vng bng cch s
dng d liu "Ti u ha cho nhp chut". Mc d ty chn ny c th dn n nhm
qung co ca bn nhn c t nhp chut hn so vi ty chn trc , c kh nng
nhm qung co s nhn c nhiu chuyn i hn, c th dn n li tc u t c
ci thin.
Xoay vng ng u: a qung co ca bn vo phin u gi qung co ng u hn.
Nu qung co trong nhm qung co khng thay i trong 90 ngy, th chin dch s t
ng bt u ti u ha cho nhp chut hoc chuyn i. Nu chin dch ang s dng
Trnh ti u ha chuyn i hoc CPC nng cao, chin dch s ti u ha cho chuyn i,
nu khng, chin dch s ti u ha cho nhp chut.
Mc d ci t ny cp chin dch, thi gian xoay vng ng u c theo di ring bit
cho tng nhm qung co. Thi gian xoay vng ng u bt u (v t li) cho nhm
qung co mi khi qung co trong nhm qung co thay i: c th l khi qung co
mi c thm vo, khi qung co hin ti b thay i hoc khi qung co b tm dng/b
xa c bt. Khi thi gian xoay vng ng u kt thc v chng ti ti u ha cho nhp
chut, ci t chin dch s tip tc thng bo "Xoay vng ng u". Lu rng i vi
cc chin dch s dng ty chn t gi thu CPM, qung co s tip tc xoay vng ng
u hn vt qu 90 ngy.
Xoay vng v thi hn: Tng t vi ci t "Xoay vng ng u", ty chn ny phn
phi qung co ca bn ng u hn vo phin u gi qung co, nhng lm nh vy
trong mt khong thi gian khng gii hn v khng ti u ha. Ty chn ny khng c
ngh cho hu ht cc nh qung co.
Ni chung, vic xoay vng ng u cho php qung co c t l nhp v t l chuyn i thp
hn hin th thng xuyn hn, do , ty chn ny c th dn n v tr trung bnh thp
hn hoc t nhp chut v chuyn i hn.
Cng lu rng trong ty chn "Xoay vng ng u" v "Xoay vng v thi hn", phn trm
qung co c phn pht trong nhm qung co s ng u hn so vi cc ty chn xoay
vng qung co khc. Tuy nhin, ty chn xoay vng qung co c th khng chnh xc v
AdWords xem xt im cht lng ca qung co khi xp hng trn trang kt qu tm kim v
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 so vi qung co c im cht lng thp
xut hin trn cc trang tip theo ch tch ly hin th nu ngi dng nhp qua n trang
.
t xoay vng qung co cho chin dch ca bn
Di y l cch t xoay vng qung co ca bn:
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 c phn phi.
4. Nhp vo tab Ci t.
54

5. Trong phn "Ci t nng cao", hy nhp vo Phn phi qung co: Xoay vng qung
co, gii hn tn sut. Lu rng tnh kh dng ca cc ci t nht nh, nh ci t
ny, c th ty thuc vo loi chin dch bn chn. So snh chi tit cc loi chin dch v
tm hiu cch bn c th thay i loi chin dch ca mnh.
6. Bn cnh "Xoay vng qung co", nhp vo Chnh sa chn phng php hin th
qung co.
7. Nhp vo Lu.

t gii hn tn sut v s ln hin th cho qung co trn Mng hin th
Gii hn tn sut gii hn s ln qung co ca bn xut hin cho mt ngi dng duy nht
trn Mng hin th ca Google. Tnh nng ny khng p dng cho Mng tm kim.
Nu bn bt gii hn tn sut cho mt chin dch, bn ch nh gii hn v s ln hin th m
bn s cho php mi ngy, mi tun hoc mi thng i vi ngi dng ring l. Bn cng chn
p dng gii hn cho mi qung co, nhm qung co hoc chin dch. Nu bn ang qung
co trn cc trang web c rt nhiu khch truy cp lp li (nh New York Times), iu ny s gip
bn trnh hin th qung co qu nhiu cho cng ngi.
Cch t gii hn tn sut
Di y l cch t gii hn tn sut:
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 c phn phi.
4. Nhp vo tab Ci t.
5. Trong phn "Ci t nng cao", hy nhp vo Phn phi qung co: Xoay vng qung
co, gii hn tn sut. Lu rng tnh kh dng ca cc ci t nht nh, nh ci t
ny, c th ty thuc vo loi chin dch bn chn. So snh chi tit cc loi chin dch v
tm hiu cch bn c th thay i loi chin dch ca mnh.
6. Nhp vo Chnh sa bn cnh "Gii hn tn sut".
7. Nhp s ln hin th. Gi tr phi l s nguyn (nh 100, khng phi 100,5).
8. Chn khong thi gian (mi ngy, mi tun hoc mi thng) v mc (mi nhm
qung co, mi qung co hoc cho chin dch ny).
9. Nhp vo Lu.
Mo
Nu bn mun kim sot nhiu hn thi im qung co xut hin v nu bn thc hin
mt s nghin cu v ngy v gi m khch hng nhp vo qung co ca bn nhiu nht,
bn c th to lch qung co ty chnh chn hin th qung co ca mnh vo cc ngy v
gi ny.
3.7. Hiu trng thi chin dch ca bn
Ct "Trng thi" ca trang "Tt c chin dch trc tuyn" cho bn bit liu cc chin dch ca bn
c ang hot ng hay khng v liu chin dch ca bn c b gii hn bi ngn sch hay khng.
55

Khi bn kim tra cnh bo ti khon v thng k cp cao nht ca mnh, hy xem xt ct Trng
thi xem liu chin dch ca bn c ang chy nh bn mong mun hay khng hoc gii
quyt bt k vn no c th lm nh tr chin dch ca bn.
Cch din gii trng thi chin dch ca bn
Ct "Trng thi" t trang "Tt c chin dch trc tuyn" hin th thng tin v trng thi hin ti
ca tng chin dch trong ti khon ca bn ti thi im bn ng nhp vo ti khon
AdWords ca mnh. T trang ny, bn c th xem trng thi ca mi chin dch bn tng to v
pht hin bt s c khng mong i no vi chin dch ca mnh.
Nu bn thy rng chin dch ca bn khng chy nh bn mong i, hy truy cp tab "Nhm
qung co", "Qung co" v "T kha" t trang chin dch AdWords ca bn kim tra trng
thi nhm qung co, trng thi qung co, trng thi t kha v gii quyt bt k vn no
c th gi cho qung co ca bn khng c phn pht.
Di y l cc loi trng thi chin dch khc nhau, ngha ca cc loi trng thi ny v nhng
g s thc hin tip theo:

Trng
thi
chin
dch iu ny c ngha l Bc tip theo
iu
kin
Hot ng v c th hin th qung co. Nu chin dch ca bn c
nh du " iu kin" nhng
bn vn khng thy qung co
ca mnh, hy tm hiu l do v
khc phc.
B tm
dng
Khng hot ng bi v bn tm dng
chin dch. Tm dng chin dch c ngha l
qung co ca bn khng hin th hoc tch
ly cc chi ph mi cho n khi c tip
tc.
Tm hiu cch tip tc chin dch
ca bn.
xa Khng hot ng bi v bn xa chin
dch. Xa chin dch c ngha l qung co
khng hin th hoc tch ly cc chi ph mi
cho n khi c bt li.
Tm hiu cch bt li chin dch
ca bn.
ang ch
x l
Khng hot ng nhng c lp lch
bt u vo mt ngy trong tng lai.
Tm hiu cch thay i ngy bt
u chin dch ca bn.
56

kt
thc
Khng hot ng bi v qu ngy kt
thc c lp lch ca chin dch.
Tm hiu cch thay i ngy kt
thc chin dch ca bn.
Tm
ngng
Khng hot ng bi v s d ti khon tr
trc ca bn ht. Ti khon b tm
ngng khng hin th qung co hoc tch
ly chi ph mi cho n khi s tin b sung
c thm trong "Thanh ton".
Tm hiu cch thm tin vo s
d ti khon tr trc.
B gii
hn bi
ngn
sch
Hot ng, nhng ch thnh thong mi
hin th qung co do nhng rng buc v
ngn sch. Bn c th di chut qua bong
bng bn cnh trng thi ny xem
"Ngn sch c xut" ca mnh.
Tm hiu thm v xut ngn
sch, sau iu chnh ngn sch
chin dch ca bn.

3.8. To v qun l nhiu chin dch
Bn c bit rng ti khon AdWords c th cha ti a 10.000 chin dch (bao gm chin dch
hin hot v chin dch b tm dng) trn mi ti khon, 20.000 nhm qung co trn mi chin
dch v 50 qung co vn bn trn mi nhm qung co khng? C rt nhiu th cn qun l!
Tht may l bn c th qun l chin dch v qung co ch t hai v tr trong ti khon ca
mnh. Tab Qung co v tab Chin dch (c hai u trong tab Chin dch chnh ca bn) l ni
bn c th xem v chnh sa cc chin dch v qung co ca mnh. Thm ch bn c th sao
chp ci t t mt chin dch sang nhiu chin dch v to qung co mi da trn cc qung
co hin ti.
Mo
Nu bn ang chy nhiu chin dch ring l m bo qung co ca bn hin th trn
cc thit b khc nhau, chin dch nng cao c th gip n gin ha cch bn qun l cc
chin dch ca mnh. Vi chin dch nng cao, bn c th hin th qung co ca mnh trn
tt c cc thit b t bn trong mt chin dch duy nht. Tm hiu thm v chin dch nng
cao.
hng g bn c th lm trong tab Chin dch v tab Qung co ca mnh
Tab Chin dch v tab Qung co l hai v tr trong ti khon ni bn s dnh nhiu thi gian.
Di y ch l mt vi iu bn c th lm ti cc v tr ny:
Xem mi th, t chi ph n s nhp chut, trong nhy mt.
Sp xp cc chin dch v qung co da trn ngn sch, s nhp chut v cc thng k
khc.
57

Thc hin cc thay i trc tip cho chin dch v qung co ca bn khi bn nhp vo
biu tng bt ch.
Xem chi tit ci t hoc t kha c lin quan n chin dch hoc qung co.
Thc hin thay i cho nhiu chin dch hoc qung co thng qua trnh n th
xung Chnh sa
Sao chp chin dch
Nu bn thit lp mt chin dch thnh cng, bn c th s dng chin dch bt u
thit lp cho chin dch tip theo ca mnh. thc hin vic ny, hy sao chp chin dch, sau
sa i mt trong cc bn sao. Bng cch , bn c th bt u bng chnh cu trc v ci
t ging nh vy cho nhm qung co, qung co v t kha ca mnh.
sao chp chin dch:
1. ng nhp vo ti khon AdWords ca bn ti https://adwords.google.com.vn.
2. Nhp vo tab Chin dch.
3. Chn hp bn cnh chin dch bn mun sao chp.
4. T trnh n Chnh sa, nhp vo Sao chp (hoc Control-C cho PC, Command-C cho
Mac).
5. Sau , t trnh n Chnh sa, nhp vo Dn (hoc Control-V cho PC, Command-V cho
Mac).
6. Ty chn: Trong hp thoi s xut hin, hy chn hp bn cnh Tm dng chin dch mi
sau khi sao chp to cc chin dch mi b tm dng. Nu khng, bt k cc bn sao
no ca chin dch hot ng khi c sao chp u s hot ng khi c dn.
7. Nhp vo Dn.
Khi , bn s c chin dch mi c cng cu trc v ci t vi chin dch gc. Tuy nhin, chin
dch mi s khng c lch s chin dch, t kha hoc qung co. Nu bn mun tip tc gi c
hai chin dch hot ng, chng ti khuyn bn nn gi chin dch gc chy ( lch s c
to ca chin dch tip tc) v sa i chin dch mi.
Sao chp ci t t mt chin dch sang nhiu chin dch
T tab Chin dch, bn c th chnh sa trc tip cc chin dch ring l cng nh sao chp ci
t ca mt chin dch cho nhiu chin dch. Di y l ci t c th c thay i cho nhiu
chin dch cng mt lc:
Trng thi Mng v thit b Lch qung co
Nhm mc tiu theo v tr Ngn sch Cch phn phi
Nhm mc tiu theo ngn ng Ngy kt thc Xoay vng qung co
Di y l cch bn sao chp ci t ca mt chin dch sang nhiu chin dch trong ti khon
ca mnh:
1. ng nhp vo ti khon AdWords ca bn ti https://adwords.google.com.vn.
2. T trang Tt c chin dch trc tuyn, hy nhp vo tab Ci t.
58

3. Chn hp kim bn cnh chin dch c ci t bn mun sao chp sang chin dch khc
cng nh chin dch c ci t bn mun thay i.
4. Nhp vo Chnh sa u bng.
5. Chin dch chn hin ang ch chnh sa v c nh du bng mu vng. Di
chut qua ci t ca chin dch bn mun sao chp sang cc chin dch khc.
6. Biu tng sao chp s xut hin trong ca ci t chin dch bn mun sao chp
cho cc chin dch khc chn. Nhp vo biu tng p dng ci t ca chin dch
cho tt c cc chin dch chn khc.
7. Nhp vo Lu u bng.
Di y l cch bn thay i trng thi chin dch ca nhiu chin dch cng mt lc:
1. Trn trang Tt c chin dch trc tuyn, hy chn cc hp kim bn cnh chin dch bn
mun chnh sa.
2. Nhp vo Chnh sa u bng.
3. Chn trng thi mi.
Sao chp qung co
Sp xp cc chin dch v qung co ca bn
sp xp cc chin dch hoc qung co ca bn, ch cn nhp vo tiu ca ct bn mun
sp xp. Ct c th c cc quy tc sp xp khc nhau. V d: khi bn nhp vo ct Chin
dch sp xp chin dch ca mnh, ct ny s sp xp theo th t bng ch ci hoc th t
bng ch ci ngc li. Khi bn nhp vo ct c cha cc thng k bng s, ct ny s sp xp
theo s ln nht hoc nh nht.

3.9. t gi thu mc nh ca nhm qung co ca bn
hm qung co l mt tp hp tt c cc qung co c kch hot bi tp hp cc t kha
c chia s. Khi bn to nhm qung co mi, chng ti s nhc bn to qung co ban u
v danh sch t kha ca qung co, ng thi nhc bn nhp gi thu nhm qung co mc
nh (CPC ti a) . Gi thu mc nh ny l mt cch thun tin qun l gi thu cho tt c
cc t kha trong nhm qung co ca bn. Bn c th ghi gi thu nhm qung co mc
nh cho cc t kha ring l bng cch tng hoc gim CPC ti a ca gi thu trn tab T
kha.
t gi thu ca bn khi to nhm qung co mi
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 hm qung co trong Tt c chin dch trc tuyn.
4. Nhp vo nt + hm qung co.
5. Chn chin dch, sau hon tt cc bc trn trang tip theo.
6. Nhp vo Lu nhm qung co.
Gi thu cp t kha ghi gi thu mc nh ca nhm qung co ca bn
59

Nu bn t gi thu t kha hoc gi thu v tr ring l th gi thu ring l s ghi gi thu
mc nh ca nhm qung co. V d: nu gi thu nhm qung co mc nh ca bn l $0,50,
nhng bn tng gi thu ca mt t kha ln $0,60 th gi thu t kha s p dng bt k lc
no mt t kha kch hot qung co ca bn.
Thit lp iu chnh gi thu cho chin dch ca bn
Vi enhanced campaigns, bn c th t iu chnh gi thu, tnh nng ny tng hoc gim gi
thu ca bn khi qung co ca bn ang cnh tranh xut hin trn thit b di ng, v tr
c th v vo ngy v thi gian c th. Bn cng c th t iu chnh gi thu cp nhm qung
co cho phng php nhm mc tiu nh ch hoc v tr nu chin dch ca bn ang chy
trn Mng hin th. iu chnh gi thu c th cung cp cho bn kim sot nhiu hn i vi
thi im v v tr qung co ca bn s xut hin.
Vi t gi thu t ng, chng ti s t gi thu mc nh cho bn
Nu bn chn t gi thu th cng cho chin dch ca mnh th bn c th chnh sa gi
thu mc nh bt k lc no.
Nu bn l ngi qun l ti khon c lp, khi t gi thu t ng c th ph hp cho bn.
Chng ti t mc nh da trn ngn sch ca bn. Bn khng th chnh sa gi thu mc
nh ca nhm qung co vi t gi thu t ng; tuy nhin, bn c th t gii hn gi thu
cho t gi thu t ng v thay i ngn sch chin dch ca mnh bt c lc no trn tab Ci
t.

3.10. To nhm qung co mi
Trong chin dch AdWords nht nh, nhm qung co cho php bn d dng qun l trng
thi v gi thu mc nh cho mt hoc nhiu qung co c lin quan cng nh tp hp t kha
c chia s ca chng.
V d: gi s bn s hu ca hng cung cp tranh nh. Bn c th to mt lot qung co cho
tt c mu nc sn ca mnh v nhm chng vo mt nhm qung co c tn l "mu nc."
T tab "Nhm qung co", bn c th ng thi tm dng tt c qung co mu nc ca mnh
(nu bn tm thi bn ht) hoc tng gi thu mc nh ca tt c t kha ca nhm qung
co nhn c nhiu nhp chut hn.
To nhm qung co mi trong mt chin dch
Nu bn vn cha c bt k chin dch no, hy nhp vo To chin dch mi v thc hin
theo hng dn trn trang hon tt nhm qung co ca mnh.
Nu bn c chin dch, hy thc hin theo cc bc sau:
1. ng nhp vo ti khon AdWords ca bn ti http://adwords.google.com.vn.
2. Nhp vo tab Chin dch.
60

3. Trong Tt c cc chin dch trc tuyn, hy nhp vo tn ca chin dch bn mun thm
nhm qung co vo.
4. Nhp vo tab hm qung co.
5. Nhp vo nt + hm qung co.
6. Trn trang "To nhm qung co" s xut hin, hy thc hin theo hng dn hon tt
nhm qung co mi ca bn (bn s c c hi to qung co ban u v t kha ca
qung co).
7. Nhp vo Lu nhm qung co.
Khi bn to nhm qung co mi ca mnh, nhiu kh nng bn s mun thm nhiu qung
co v t kha vo nhm qung co . Bn c th lm iu ny bng cch nhp vo tn nhm
qung co ca mnh, sau nhp vo tab Qung co hoc T kha ca nhm qung co.
Mo
Mt nhm qung co c th cha ti a 50 qung co vn bn v ti a 20.000 mc nhm
mc tiu ring l (mc nhm mc tiu ring l bao gm t kha, t kha ph nh, v tr,
danh sch i tng v mc tiu sn phm). Ngc li, mt chin dch c th cha ti a
20.000 nhm qung co.
S dng ty chn i snh t kha gip kim sot cm t tm kim s kch hot qung
co ca bn xut hin. Khi bn nhp t kha, chng ti s to i snh rng theo mc
nh. iu ny c ngha l qung co ca bn iu kin xut hin khi ai tm kim bt
k bin th no ca cc t kha . s dng cc ty chn i snh t kha khc, bn s
cn phi thm k t c bit cho t kha ca mnh. V d: vi ty chn i snh chnh xc,
bn c th lm cho qung co ca mnh iu kin hin th ch khi c ai tm kim
chnh xc t kha ca bn m khng phi l t kha no khc. Bn ch cn thm du
ngoc vung, nh [giy qun vt]cho t kha ca mnh.
Chnh sa nhm qung co ca bn
Trong bng trn tab hm qung co, bn c th chnh sa nhm qung co n l n gin
bng cch nhp vo biu tng trng thi hoc gi thu ca nhm qung co trong ct "CPC
t.a mc nh". thay i tn ca nhm qung co, hy nhp vo biu tng bt ch s xut
hin khi con tr ca bn bn cnh tn nhm qung co. Lu rng nu bn nhp vo tn
nhm qung co thay th, bn s chuyn n tab T kha. Bt k bn ang trn tab no, chi
tit nhm qung co ca bn u c th hin th v chnh sa c u trang!
"chnh sa hng lot" trong bng trn tab hm qung co, hy nhp vo hp kim bn
cnh mt hoc nhiu nhm qung co bt nt Chnh sa (hoc nhp vo hp kim ca
hng tiu "Chn tt c"). iu ny cho php bn chnh sa trng thi, tn v t gi cho
cc nhm qung co chn.

3.11. Cch nhm qung co hot ng
hm qung co cha mt hoc nhiu qung co nhm mc tiu mt tp hp cc t kha
c chia s. Bn t gi thu hoc gi, c s dng khi t kha ca nhm qung co kch
hot qung co xut hin. y c gi l gi thu gi mi nhp chut (CPC) . Bn cng c
61

th t gi cho cc t kha ring bn trong nhm qung co. S dng cc nhm qung co
t chc qung co ca bn theo ch ph bin, chng hn nh loi sn phm hoc dch v
m bn mun qung co.
Lm cho ni dung lin quan vi nhau
Nhiu nh qung co nhn thy iu ny hu ch da vo nhm qung co ca h trn cc
phn hoc cc danh mc xut hin trn trang web ca h. V d: gi s bn xy dng v sa
cha laser trong phng th nghim b mt v sau bn cc laser ny trn trang web ca mnh.
Trong bng bn di, mi nhm qung co cha danh sch t kha tp trung vo sn phm
bn bn. Danh sch t kha trong mi nhm qung co cho h thng ca chng ti bit ch
hin th qung co cho cc sn phm ny trn cc trang web c lin quan n sn phm.
hm qung co: h thng
laser
hm qung co: kh
laser
hm qung co: tinh th
laser
laser trng thi rn laser helium neon tinh th laser titan
laser trng thi rn laser helium neon tinh th laser titan
laser kh laser argon tinh th laser crom
laser kh laser argon tinh th laser crom
laser in t t do laser nit tinh th laser neodymium
laser in t t do laser nit tinh th laser neodymium


3.12. Hiu trng thi nhm qung co ca bn
Bn mun m bo rng nhm qung co trong chin dch ca bn ang chy tt? Ct Trng
thi trn tab hm qung co hin th nhm qung co ca bn (hoc chin dch cha nhm
qung co) b tm dng, xa hay khng iu kin chy. C mt s loi trng thi khc
nhau v chng ti hin th trng thi c lin quan nht ti bt k thi im nh no. Chng
ti nu ngha ca tng trng thi v nhng g cn nhm qung co ca bn hin th
qung co.
Lu : mc d chin dch v nhm qung co ca bn c th ang hot ng, iu quan trng
l xem xt cc cp khc ca ti khon m bo rng qung co ca bn ang chy.
Cch kim tra trng thi nhm qung co 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. Nhp vo tab hm qung co.
4. Nhn vo ct Trng thi.
62

5. Bn cnh mi nhm qung co, bn s nhn thy trng thi hin ti ca qung co.
Trng thi nhm qung co c th c
Mc d c nhiu trng thi m nhm qung co ca bn c th c, nu nhm qung co khng
chy, iu thng l do mt trong nhng l do sau:
Bn ngng hot ng mt nhm qung co hoc chin dch "m" ca nhm qung co
theo cch th cng, chng hn nh bng cch tm dng hoc xa n.
Chng ti tm iu kin cn p ng trc tin, trc khi qung co ca bn c th
chy, chng hn nh vn v thanh ton hoc lp lch qung co.
Trng thi iu c ngha l g
iu
kin
Nhm qung co iu kin chy v hin th qung co.
B tm dng Nhm qung co khng chy v bn tm dng n.
xa Nhm qung co khng chy v bn xa n.
Khng hon
tt
Nhm qung co cha hon tt v do khng th chy. V d: bn c th cn
to qung co hoc thm t kha hon tt qu trnh to nhm qung co.
Chin dch
b tm dng
Nhm qung co khng chy v bn tm dng chin dch cha nhm qung
co ny. Khi bn tm dng chin dch, tt c qung co trong chin dch
ngng chy v tch ly cc khon ph cho n khi bn tip tc chin dch.
Chin dch
xa
Nhm qung co khng chy v bn xa chin dch cha nhm qung co
ny. Ging nh chin dch b tm dng, cc chin dch xa c th c tip
tc bt k lc no.
Chin dch
kt thc
Nhm qung co ny khng chy v chin dch cha nhm qung co qu
ngy kt thc trong lch qung co ca nhm qung co v do khng chy
qung co.
Chin dch
b tm
ngng
Nhm qung co khng chy v s d ti khon tr trc ca bn ht. Chin
dch v cc nhm qung co ca bn trong s tip tc sau khi bn b sung
tin qua "Ty chn thanh ton" trong tab "Thanh ton" trong ti khon ca bn.
Chin dch
ang ch x
l
Nhm qung co khng chy v chin dch cha nhm qung co c lch qung
co vi ngy bt u trong tng lai v do cha bt u chy qung co.

Mo
Bn ang tm kim nhm qung co xa ca mnh? Chng ti t ng n nhm qung
co khi chng khng hot ng. xem tt c cc nhm qung co ca bn (hoc ch nhm
qung co c bt), hy nhp vo trnh n Tt c tr cc nhm qung co xa bn
trn biu v thay i ci t ca n.


63

4. hm mc tiu theo t kha
Tn dng ti a t kha ca bn
Cch t kha hot ng
S dng ty chn i snh t kha
S dng i snh rng
S dng i snh cm t
S dng i snh chnh xc
Thm t kha ph nh vo chin dch ca bn
Cch to danh sch t kha tt nht
Hiu trng thi t kha ca bn

T kha v Mng hin th
Cch v tr v t kha phi hp hot ng
Chn t kha cho chin dch Mng hin th
Ci thin t kha cho Mng hin th
Ly tng cho danh sch t kha ph nh v danh sch loi tr v tr

4.1. Cch t kha hot ng
Cc t kha bn chn c s dng hin th qung co cho khch hng ca bn. Vic chn
t kha cht lng cao, ph hp cho chin dch qung co ca bn c th gip bn tip cn
nhng khch hng m bn mun, khi bn mun.
Hy tng tng bn ang thm mt chic bnh hamburger. Bn hng ti mt nh hng v
thy cc mc trn thc n l " n" v "Tht kp gia bnh m". Ngay c khi nh hng ny
phc v bnh m kp ngon nht trong th trn, bn c th ri khi m khng t hng bt k
th g. H s mt c hi bn hng cho bn -- n gin v t h s dng khng ging vi t bn
ngh.
qung co ca bn xut hin khi mi ngi tm kim sn phm hoc dch v ca bn, t
kha bn chn cn khp vi cc t hoc cm t m mi ngi s dng hoc phi lin quan n
ni dung ca trang web m khch hng ca bn truy cp.
V d:
Nu bn bn da nha dng trong tr chi, bn c th thm "mua da nha dng trong tr
chi" lm t kha trong chin dch AdWords ca mnh. Khi mi ngi nhp "mua da nha
dng trong tr chi" trn tm kim ca Google, qung co ca bn c th xut hin trn
64

trang kt qu tm kim. Ngoi ra, qung co ca bn cng c th xut hin trn cc trang
web v da nha dng trong tr chi hng u.
Bn cng c th thm t kha ph nh, qung co ca bn khng hin th cho cc tm kim
bao gm nhng thut ng . iu ny c th gip bn gim chi ph bng cch m bo qung
co ca bn ch hin th vi i tng bn mun.

Khi bn chn t kha, bn chn s tin mnh sn sng tr mi ln khch hng nhp vo qung
co ca bn (y l gi mi nhp chut hoc CPC). Vic chn cc t kha c lin quan nht c
th ci thin hiu sut qung co ca bn v gip bn duy tr gi mi nhp chut thp.

Cch t kha hot ng trn tm kim ca Google, trang web i tc tm kim v Mng
hin th ca Google
Tm kim ca Google v trang web i tc tm kim: Khi bn to nhm qung co ca
mnh, bn chn t kha lin quan n thut ng mi ngi s dng khi h tm kim, bi
vy qung co ca bn tip cn khch hng ngay khi h tm kim nhng g bn cung cp.
Mng hin th ca Google: Nu bn chn hin th qung co trn cc trang web
Mng hin th, AdWords s dng t kha t qung co ca bn bn cnh ni dung
ph hp vi qung co. Cng ngh ca Google qut ni dung v a ch web ca trang web
v t ng hin th qung co c t kha ph hp cht ch vi ch hoc a ch web
ca trang . V d: trn trang web c cha cng thc lm bnh s c la hnh nhn,
AdWords c th hin th qung co v cng thc lm bnh s c la hnh nhn hoc cng
thc lm mn trng ming ngon.

Cht lng t kha
Bn mun t kha ca mnh c lin quan v c cht lng cao. l v cc t kha qu
chung chung s gy kh khn cho vic tip cn khch hng tim nng, bi vy bn c
th kim c t tin hn.
Nu bn chn t kho chung chung nh "ti" qung co cc sn phm lin quan n
hnh l, qung co ca bn c th hin th cho nhng ngi ang tm kim cc mt
hng khng c lin quan nh "ti tr" v "ti my ht bi". Lm cho cc t kha ca bn
c th hn v thm t m t nhng g bn bn c th gip bn tip cn ng khch
hng bng qung co ca mnh. Trong trng hp ny, bn c th chn cc t kho c
lin quan hn nh "ti hnh l", "ti du lch" v "mua ti hnh l trc tuyn".
Mo
Chn t kha ca bn mt cch cn thn. Bao gm cc thut ng hoc cm t
m khch hng s s dng m t sn phm hoc dch v ca bn. m bo t
kha ca bn c lin quan trc tip n ch ca qung co v trang m bn
ang hng khch hng ca mnh n. T kha c hai hoc ba t c khuynh
hng hot ng hiu qu nht.
hm cc t kha tng t.Th nhm cc t kha ca bn vo cc ch . Cc
ch ny c th c da trn sn phm, dch v hoc cc danh mc khc ca
65

bn. V d: nu bn nhn, bn c th c mt nhm t kha cho "nhn nh hn" v
mt nhm t kha khc cho "nhn ci". Sau , bn c th to cc nhm qung
co ring bit cho cc nhm t kha ny v c cc qung co c th cho "nhn
nh hn" v cc qung co c th cho "nhn ci".
Chn s lng t kha ph hp. Hu ht cc nh qung co u thy s hu ch
ca vic c khong 5 n 20 t kha cho mi nhm qung co.

t gi thu t kha

T kha cng gip xc nh s tin bn tr. Mi t kha c mt s tin gi thu CPC.
Cc gi thu ny ch nh s tin ti a bn sn sng tr mi khi c ai nhp vo
qung co ca mnh. S tin ny c gi l gi thu gi ti a mi nhp chut (hoc
CPC t.a) ca bn. Tuy nhin, bn c th khng cn tr ton b s tin CPC ti a cho
mi nhp chut. Phin u gi s chy mi khi ngi dng tm kim, xc nh qung co
hin th cho tm kim ny v th t hin th.
H thng AdWords nh gi t kha ca bn cho mi u gi v tnh im cht
lng ca t kha . im cht lng da trn hiu sut gn y ca t kha v
qung co ca bn, mc lin quan ca t kha v qung co vi cm t tm kim v
cc yu t khc. im cng cao, yu cu gi thu cng thp.
Mo
Nu bn mi bt u s dng AdWords, bn c th mun s dng t gi thu t
ng. Vi loi t gi thu ny, bn t ngn sch mc tiu 30 ngy v AdWords s
t gi thu cho bn, nhm mang li cho bn nhiu nhp chut nht c th c
trong phm vi ngn sch . Nu bn mun kim sot gi thu t kha ca mnh
nhiu hn, chn t gi thu th cng bn c th t t tng gi thu.
Khi t gi thu CPC ti a, hy xem xt gi tr ca mt nhp chut. Bn phi tr bao
nhiu tin ai truy cp trang web ca mnh? Nu gi tr cao, khi bn c th t
gi thu cao hn. Ni chung, gi thu CPC cao hn c th cho php qung co ca bn
hin th v tr cao hn trn trang.
Ci thin t l nhp chut bng t kha ph nh

T kha ph nh gip m bo rng qung co ca bn khng hin th cho cc tm
kim c bao gm thut ng , iu ny c th gip bn gim chi ph. T kha ph nh
hot ng cng vi cc t kha thng thng ch hin th qung co cho i tng
bn mun. V d: nu bn bn trang phc cho ch nhng doanh nghip ca bn khng
c bt k trang phc no cho mo, bn c th thm "mo" lm t kha ph nh
m bo qung co ca bn khng xut hin cho nhng ngi tm kim trang phc cho
mo.

4.2. S dng ty chn i snh t kha
66

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 ti thng khuyn nn bt u bng
i snh rng 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 rng hin th qung co ca bn cho i tng rng 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 rng, 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 mt 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
rng n hp. Chng ti s cung cp nhiu thng 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 +d
nh+ch
o +n
cha cm t c sa i (hoc
cc bin th gn ging, nhng khng
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
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


67

4.3. S dng i snh rng
Khi bn s dng i snh rng, qung co ca bn t ng chy trn nhng bin th c lin
quan ca t kha, ngay c khi cc cm t ny khng 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 rng l loi i snh mc nh m tt c cc t kha c ch nh nu bn khng ch
nh mt 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 rng: Qung co c th hin th trn cc tm kim:
ch n king t cht bt ng thc phm khng c cht bt ng
ch n king t cht bt 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
rng 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 ti cha thy trong t nht 90 ngy. Hnh vi tm kim khng th on trc
ny c th lm cho bn gn nh khng th to ra mt 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 chut
no trn mt 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 chut cho cc bin th t kha khng hot ng v gip bn tp
trung vo cc t kha hot ng.
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 rng 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 mt t "ng" (v
t kha mt t hu nh lun qu chung chung). Bn c th bn ng ti vn, nhng t
68

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...
Thng 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 cng c sa i i snh rng kim sot nhiu hn i vi i snh rng
Vic thm t kha i snh rng c sa i c th tng nhp chut v chuyn i ca chin
dch trong khi cung cp kim sot chnh xc hn i snh rng. i snh rng c sa i cho
php bn ch nh rng cc cm t kha i snh rng 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 khng bao gm t ng ngha hoc tm kim c lin quan.
Mo
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 rng v cm t, v d: bn s
tip cn i tng rng 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 khng 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 khng ngn mt trong cc t kha c i snh rng
ang hot ng "m rng" cho cm t . V d: nu nhm qung co ca bn cha t
kha c i snh rng 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 rng ang hot ng hoa.

4.4. S dng i snh cm t
Vi i snh cm t, bn c th hin th qung co ca mnh cho nhng khch hng ang tm
kim t kha chnh xc v cc bin th gn ging ca t kha chnh xc ca bn, vi cc t b
sung trc hoc sau. i snh cm t c nhm mc tiu nhiu hn so vi i snh rng mc
nh nhng linh hot hn i snh chnh xc. Gip bn kim sot nhiu hn vi t kha cn phi
i snh cht ch nh th no vi cm t tm kim ca mt ngi no qung co ca bn
c th xut hin.
Cch i snh cm t hot ng
Vi i snh cm t, qung co ca bn c th xut hin khi mi ngi tm kim cm t chnh
xc ca bn, thm ch nu chng bao gm mt hoc nhiu t trc hoc sau cm t . Chng
ti cng s hin th qung co ca bn khi ai tm kim cc bin th gn ging ca t kha i
69

snh cm t ca bn. 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 sn v lm sn), ch vit tt v du. Th t t quan
trng vi i snh cm t, ngha l qung co ca bn s khng xut hin nu ai nhp thm
mt t gia t kha ca bn.
i snh cm t linh hot hn i snh chnh xc nhng c nhm mc tiu nhiu hn so vi
ty chn i snh rng mc nh. Vi i snh cm t, bn c th tip cn nhiu khch hng
hn, trong khi vn hin th qung co ca mnh cho nhng khch hng c kh nng nhiu nht
ang tm kim sn phm hoc dch v ca bn.
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:
giy qun vt giy qun vt da mu
mua giy qun vt gim gi
giy qun vt
giy chi qun vt
dy giy chi qun vt
Lu
Chng ti s s dng t kha chnh xc ca bn - khng phi bin th gn ging - xc
nh im cht lng v c tnh gi thu trang u tin.
Cch i snh cm t 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 cm
t gip bn thc hin nhng iu sau:
To qung co bng cng mt t kha m khch hng ca bn tm kim: Bn c
th xem cm t tm kim khch hng ca bn s dng khi h nhp vo qung co ca
bn. Sau , thm cc t v cm t m bn tm vo danh sch t kha ca bn v s dng
cc cm t chnh xc trong qung co mi tip cn nhng khch hng c nhiu kh
nng quan tm n sn phm hoc dch v ca bn hn.
Tng t l nhp (CTR) ca bn: i snh cm t tng kh nng nhp chut bi qung co
ca bn ch hin th khi n khp vi cm t ca ngi tm kim. i snh cm t cng gip
gim hin th khng mong mun cho cm t tm kim khng khp vi cm t ca bn.
Vn bn qung co ca bn xut hin in m: Bt c khi no t kha chnh xc ca bn
khp vi cm t tm kim ca mt ngi no , t kha ca bn s xut hin in m.
iu ny c th gip thu ht s ch ca ngi tm kim khi qung co ca bn xut hin.
ng thi, bn khng th thm vn bn in m hoc nh dng khc vo vn bn qung
co ca mnh theo cch th cng, v vy i snh cm t l ty chn i snh ph hp lm
cho qung co ca bn d c nhn thy hn.
Khi loi i snh khc c th hu ch hn
i snh chnh xc l ty chn tt hn nu bn bit r khch hng ca mnh v mun
qung co ca bn kch hot vi cc t chnh xc m h tm kim.
70

i snh rng c th l ty chn tt hn nu bn ang c gng tip cn phm vi i
tng rng hn i snh cm t c th cung cp.
Mo
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 rng v cm t, v d: bn s
tip cn i tng rng hn trong khi vn kim sot nhng ngi c th nhn thy qung
co ca bn.
Cch thu hp nhm mc tiu i snh chnh xc v nhm mc tiu i snh cm t
Chng ti s hin th qung co ca bn cho cc bin th gn ging ca t kha i
snh chnh xc v t kha i snh cm t. Chng ti khuyn bn nn lm nh vy
ti a ha kh nng hin th qung co ca bn trn cc tm kim c lin quan.
Bn c th thu hp nhm mc tiu i snh chnh xc v i snh cm t cho cc chin
dch mi hoc chin dch hin ti. Ch cn nh rng lm nh vy c ngha l qung co
ca bn s khng hin th cho cc bin th gn ging ca c t kha i snh chnh xc
v t kha i snh cm t.
Lu
thu hp nhm mc tiu i snh chnh xc v i snh cm t ca bn, bn s
cn phi chn mt trong cc loi chin dch sau khi bn to chin dch ca mnh
hoc ang s dng mt trong cc loi chin dch ny:
"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 sn khc nhau
Nu bn c mt loi chin dch khc, bn s khng th hn ch ty chn i snh
ca mnh. Bn c th chuyn i loi chin dch ca mnh bt c lc no. Lu rng
lm nh vy c th n hoc tt mt s tnh nng nh hng n vic phn pht
qung co.
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 dich 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 Ci t.
4. Cun n phn "Ci t nng cao". Nhp vo lin kt Ty chn i snh t kha.
Lu rng nu bn khng thy lin kt ny th c th l do bn ch c th hn ch
i snh chnh xc v i snh cm t cho cc 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", chn Khng bao gm cc
bin th gn ging.
71

4.5. S dng i snh chnh xc
Vi i snh chnh xc, bn c th hin th qung co ca mnh cho nhng khch hng ang tm
kim t kha chnh xc hoc cc bin th gn ging ca t kha chnh xc ca bn ni ring.
Trong s bn ty chn i snh t kha, i snh chnh xc cho bn kh nng kim sot nhiu
nht i vi nhng ngi nhn thy qung co ca bn v c th to nn t l nhp (CTR) cao
hn.
Cch i snh chnh xc hot ng
Vi i snh chnh xc, qung co ca bn s xut hin khi ai tm kim t kha chnh xc,
khng c bt k t b sung no trc, sau hoc gia t kha ca bn. Chng ti cng s hin
th qung co ca bn khi ai tm kim cc bin th gn ging ca t kha ca bn. 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.
Khi s dng i snh chnh xc, bn c th khng nhn c nhiu hin th hoc nhp chut,
nhng bn c th s thy t l nhp (CTR) cao hn. l v qung co ca bn c th xut hin
cho nhng ngi ang tm kim cm t c lin quan gn nh chnh xc n sn phm hoc
dch v ca bn.
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
[giy qun vt] giy qun vt
giy qun vt
giy qun vt mu
mua giy qun vt
Lu
Chng ti s s dng t kha chnh xc ca bn - khng phi bin th gn ging - xc
nh im cht lng v c tnh gi thu trang u tin ca bn.
Cch i snh chnh xc c th gip bn
Gii hn ngi xem qung co ca bn: Bn c th s dng i snh chnh xc gii
hn ngi xem qung co ca bn ch l nhng ngi tm kim t kha chnh xc hoc cc
bin th gn ging ca t kha chnh xc ca bn. y l nhng ngi c kh nng quan
tm nhiu nht n nhng g bn cung cp.
Vn bn qung co ca bn xut hin in m: Bt c khi no t kha chnh xc ca bn
khp vi cm t tm kim ca mt ngi no , t kha ca bn s xut hin in m. T
kha in m ca bn c th gip thu ht s ch ca ngi no khi qung co ca bn
xut hin. Bn khng th thm vn bn in m hoc nh dng khc vo vn bn qung
co ca mnh theo cch th cng, v vy i snh chnh xc l ty chn i snh ph hp
lm cho qung co ca bn d c nhn thy hn.
Khi cc ty chn khc c th hu ch hn
72

To v duy tr danh sch cc t kha i snh chnh xc, bao gm c vic la chn gi thu
ti a cho mi t kha, yu cu cam kt v thi gian kh khn cho nhng ngi c lch bn
rn.
Vi i snh chnh xc, bn c th s khng nhn c nhiu hin th, nhp chut hoc
chuyn i nh l vi cc ty chn i snh khc. Tuy nhin, lu lng truy cp bn nhn
c c th quan tm nhiu hn n sn phm hoc dch v ca bn.
hn tr gip to danh sch t kha ca bn
m bo bn bao gm nhiu i snh chnh xc nht c th, c mt s iu bn c th thc
hin:
Chy bo co cm t tm kim thy danh sch cm t tm kim mi ngi s
dng trc khi xem v nhp vo qung co ca bn.
S dng Cng c lp k hoch t kha tm tt c cc bin th c lin quan ca t m
bn c th khng ngh ti thm vo danh sch t kha ca bn. Bn s tm thy cng
c bng cch nhp vo tab Cng c v phn tchtrong ti khon ca mnh.
Sau , bn c th thm vo danh sch t kha ca mnh nhng t v cm t m bn thy rng
ph hp vi doanh nghip ca bn v s dng cc cm t trong qung co mi ca bn.
Mo
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 rng v chnh xc, v d: bn
s tip cn i tng rng hn trong khi cng nhm mc tiu chnh xc nhng ngi c
th nhn thy qung co ca bn.
Nu bn mun m bo rng qung co ca bn khng 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.
Cch thu hp nhm mc tiu i snh chnh xc v nhm mc tiu i snh cm t
Chng ti s hin th qung co ca bn cho cc bin th gn ging ca t kha i
snh chnh xc v t kha i snh cm t. Chng ti khuyn bn nn lm nh vy
ti a ha kh nng hin th qung co ca bn trn cc tm kim c lin quan.
Bn c th thu hp nhm mc tiu i snh chnh xc v i snh cm t cho cc chin
dch mi hoc chin dch hin ti. Ch cn nh rng lm nh vy c ngha l qung co
ca bn s khng hin th cho cc bin th gn ging ca c t kha i snh chnh xc
v t kha i snh cm t.
Lu
thu hp nhm mc tiu i snh chnh xc v i snh cm t ca bn, bn s
cn phi chn mt trong cc loi chin dch sau khi bn to chin dch ca mnh
hoc ang s dng mt trong cc loi chin dch ny:
"Ch Mng tm kim - Tt c cc tnh nng"
73

"Mng tm kim & hin th - Tt c cc tnh nng"
Tm hiu v cc loi chin dch c sn khc nhau
Nu bn c mt loi chin dch khc, bn s khng th hn ch ty chn i snh
ca mnh. Bn c th chuyn i loi chin dch ca mnh bt c lc no. Lu rng
lm nh vy c th n hoc tt mt s tnh nng nh hng n vic phn pht
qung co.
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 dich 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 Ci t.
4. Cun n phn "Ci t nng cao". Nhp vo lin kt Ty chn i snh t kha.
Lu rng nu bn khng thy lin kt ny th c th l do bn ch c th hn ch
i snh chnh xc v i snh cm t cho cc 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", chn Khng bao gm cc
bin th gn ging.

4.6.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 (sn 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 khng 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 chut vo qung
co.
Gim chi ph bng cch loi tr nhng t kha m bn c th chi tin nhng khng 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 mt sn phm khc.
V d:
74

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 cng nghip", v ngi chc chn khng mua knh mt ca bn.

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. Cun xung tm phn t kha ph nh bn di bng t kha chnh. M rng 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 mt nhm qung co, hy nhp vo nt + Thm trong
bng "Cp nhm qung co". thm t kha ph nh vo mt chin dch, hy nhp vo
nt Thm trong bng "Cp chin dch".
7. Thm t kha ph nh ca bn, mt t kha trn mi dng. Khng cn bao gm du tr
(-) trc mi t kha. Nu bn thm t kha ph nh i snh rng, 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 khng trng lp vi t kha thng thng, v
iu ny s lm cho qung co ca bn khng 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")
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. Cun xung tm phn t kha ph nh bn di bng t kha chnh. M rng
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 hp 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 hp
75

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 hp 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 hp 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 hp "Tn bo co". Chn mt 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 khng 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 chut 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 chut bao t do ngha thay i khi bao t v da chut c
ghp vi nhau.
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 khng 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 thuc 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 + hm mc
tiu pha trn biu .
76

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, mt t kha trn mi dng. Lu : Chc chn rng t kha
b loi tr ca bn khng trng lp vi t kha thng thng, v iu ny s lm
cho qung co ca bn khng hin th.
6. Nhp vo ng v sau nhp vo Lu.
Mo
Hy th loi tr trang web hoc danh mc gii hn kh nng hin th ca qung
co ca bn.

hn 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 hp 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 thng tin gip mnh chn tng.
5. Nhp vo nt Chi tit t kha. Nhp vo chn to bo co cho t kha c hp
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 hp 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 khng trng lp vi t kha thng thng, v
iu ny s lm cho qung co ca bn khng 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 mt 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 mt trong cc cm t t kha ph nh ca bn nu cm t t kha ca
77

bn nhiu hn mt 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 khng 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.

4.7. Cch to danh sch t kha tt nht
Vic chn danh sch t kha ph hp cho chin dch c th gip bn hin th qung co cho
nhng khch hng m bn mun khi h tm kim cc thut ng c th hoc truy cp vo cc
trang web nht nh. T kha ca bn phi khp vi cc thut ng m khch hng tim nng s
s dng tm sn phm hoc dch v ca bn.
Mo c bn: Chn v t chc t kha ca bn
1. Suy ngh ging khch hng khi bn to danh sch ca mnh.
Hy vit ra cc danh mc chnh ca doanh nghip ca bn v nhng thut ng hoc
cm t c th nm trong tng danh mc . Bao gm cc thut ng hoc cm t m
khch hng s s dng m t sn phm hoc dch v ca bn.
V d
Nu bn bn giy th thao nam, bn c th bt u vi mt s danh mc c bn m
khch hng s s dng, nh giy th thao nam. Bn cng c th thm giy chi qun
vt nam hoc giy tennis nam, nu bn nhn thy nhng cm t ny thng dng cho
sn phm ca mnh. M rng thm danh sch ca bn bng cch bao gm tn
thng hiu v tn sn phm ca bn.
2. Chn t kha chung chung hoc c th hn ty thuc vo mc tiu ca bn.
Nu bn mun thu c kt qu tt nht, hy chn t kha c th lin quan trc tip
n ch ca qung co. Vic s dng cc t kha c th hn c ngha l qung co
ca bn ch xut hin cho cc cm t p dng cho doanh nghip ca bn. Tuy nhin, lu
rng nu t kha qu c th, bn c th khng tip cn c nhiu ngi nh bn
mun.
78

Nu bn mun tip cn cng nhiu ngi cng tt, hy chn t kha chung chung hn.
Trong hu ht cc trng hp, vic thm t kha rt chung chung c th khin kh tip
cn khch hng tim nng v qung co ca bn c th xut hin cho cc tm kim
khng phi lc no cng c lin quan n doanh nghip ca bn. Ngoi ra, cc t kha
chung chung hn c th c tnh cnh tranh cao hn v c th yu cu s tin gi thu
cao hn.
Bn nn th cc t kha c th hn v t c th hn ri sau quyt nh t kha no
cung cp cho bn kt qu tt hn. Cho d t kha ca bn chung chung hay c th nh
th no i chng na, chng lun phi lin quan n qung co v trang web ca bn
cng nhiu cng tt. Lu rng l mt thc tin tt trnh vic trng lp t kha
trong ti khon ca bn do Google ch hin th mt qung co cho mi nh qung co
trn mt t kha c th.
V d
Nu bn bn giy th thao nam, bn c th chn t kha c th nh giy chi bng
r, mt loi giy bn cung cp. Bng cch , v d: qung co ca bn s iu
kin xut hin khi c ai tm kim nhng loi giy ny hoc truy cp trang web
v bng r.
Nu bn l ca hng bn l giy ln, bn c th chn mt t kha chung chung
nh giy. Bng cch , v d: qung co ca bn s iu kin xut hin khi c
ai tm kim nhiu loi giy hoc truy cp trang web v thi trang.
3. hm cc t kha tng t thnh ch .
Nu bn thm tt c cc t kha v qung co ca mnh vo mt nhm qung co,
khch hng tm kim giy cao gt n c th thy qung co ca bn v giy qun vt
nam.

hin th qung co c lin quan nhiu hn cho khch hng tim nng, hy th nhm
cc t kha v qung co ca bn thnh nhm qung co da trn sn phm, dch v
hoc cc danh mc khc. Ngoi ra, bn c th duy tr t chc ti khon tt hn nu t
kha ca bn c nhm thnh cc ch .
V d
Nu s hu ca hng giy, bn c th to hai nhm qung co, mt cho giy chy b
v mt cho giy cao gt. Nhm qung co cho giy chy b s bao gm cc t kha
nh giy chy b vgiy chy mm v qung co c chnh cho ph hp vi
nhng ngi tm kim giy chy b. Nhm qung co cho giy cao gt s bao gm
cc t kha nh giy cao gt v giy cng s v qung co c chnh cho ph hp
vi nhng ngi tm kim giy cao gt.

Bng cch , chng ti c th hin th qung co v giy cao gt ca bn cho nhng
khch hng tim nng khi h tm kim mt trong nhng t kha trong nhm qung
co , chng hn nh giy cng s.
79

4. Chn s lng t kha ph hp.
Hu ht cc nh qung co thy hu ch khi c t 5 n 20 t kha trn mi nhm
qung co, mc d bn c th c nhiu hn 20 t kha trong mt nhm qung co. Hy
nh rng, mi nhm qung co m bn to phi cha cc t kha c lin quan trc tip
n ch ca nhm . Bn khng cn phi bao gm cc bin th khc ca cc t
kha, nh li chnh t c th c hoc cc phin bn s nhiu. T kha c hai hoc ba t
(cm t) c khuynh hng hot ng hiu qu nht.
Bn c th c n 20.000 mc nhm mc tiu ring l (bao gm t kha) trn mi
nhm qung co v ti a 5 triu mc nhm mc tiu ring l trong ti khon ca mnh.
Tuy nhin, hu ht cc nh qung co nhn thy rng mt vi t kha c nhm mc
tiu tt s c th phn phi phn ln nhp chut c lin quan ca chng.
V d
Nu nhm qung co ca bn cha t kha loi i snh rng giy qun vt, qung
co ca bn s iu kin xut hin khi ai tm kim t kha hoc bt k
bin th no ca t kha nh giy qun vt, mua giy qun vt, giy chy b hoc giy
chi qun vt.
Mo trung gian: S dng Cng c lp k hoch t kha, t kha ph nh v bo co cm
t tm kim
1. S dng Cng c lp k hoch t kha tm v chn t kha mi.
Bn c th ly tng t kha v c tnh lu lng truy cp gip bn xy dng
chin dch Mng tm kim bng cch s dng Cng c lp k hoch t kha. Cng c
ny cng s cho bn bit cch mt danh sch cc t kha c th hot ng v s ln
trung bnh mi ngi tm kim nhng t kha . iu ny c th gip bn quyt nh
nhng t kha c th gip thc y lu lng truy cp vo trang web ca bn v nng
cao nhn thc v sn phm ca bn chng hn.
V d
Nu bn nhp cm t giy chy b trong Cng c lp k hoch t kha, n c th
hin th cho bn giy chy b gim gi hoc giy chy b kim sot chuyn ng lm t
kha b sung xem xt. i vi mi tng t kha, bn s nhn c thng k,
nh mc cnh tranh ca t kha hoc s ln trung bnh mi ngi tm kim cm
t trn ton th gii. Bn c th s dng cc thng k ny gip bn quyt nh
thm t kha no vo danh sch ca mnh.
2. Ci thin t l nhp ca bn bng t kha ph nh
Trong mt s trng hp, bn s mun ngn khng cho qung co hin th cho cc cm
t khng c lin quan n sn phm hoc dch v ca mnh. Hy th thm t kha
ph nh gip bn gim chi ph v lm cho qung co ca bn ch xut hin cho cm
t tm kim m bn mun.
V d
80

Gi s ca hng giy chy b m bn s hu ch bn giy nam. Bn c th cn nhc
thm n vbn gi lm t kha ph nh ngn qung co hin th khi mi ngi
tm kim giy n hoc giy cho bn gi.
3. S dng bo co cm t tm kim ci thin thm danh sch t kha ca bn.
Bo co cm t tm kim cung cp cho bn thng tin v nhng g mi ngi ang tm
kim khi h xem qung co ca bn v nhp vo qung co . Thng tin ny c th
gip bn xa nhng t kha hot ng km hoc thm cc t kha mi. Bn cng c
th s dng bo co cm t tm kim gip bn xc nh t kha ph nh.
Mo nng cao: S dng cc loi i snh t kha v chn t kha cho Mng hin th
1. S dng cc loi i snh t kha kim sot tt hn vic ai xem qung co
ca bn.
Loi i snh t kha cung cp cho bn kim sot tt hn nhng ngi xem qung
co ca bn. V d: vi ty chn i snh chnh xc, bn c th lm cho qung co ca
mnh iu kin ch hin th khi ai tm kim chnh xc t kha hoc cc bin
th gn ng ca t kha chnh xc - nh t sai chnh t hoc dng s nhiu - v
khng phi l t kha no khc.
T kha khng phn bit ch hoa ch thng - t kha c i snh m khng tnh
n ch hoa hoc ch thng. V d: bn khng cn phi nhp giy chy b v Giy chy
b lm t kha - ch cn giy chy b s bao gm c hai.

V d
Nu bn ch mun hin th qung co ca mnh cho nhng ngi quan tm n vic
mua giy chy b nam, bn c th mun thm cc cm t nh giy chy b
nam v giy chy b cho namlm t kha i snh chnh xc.
Bng cch , qung co ca bn s iu kin hin th khi mi ngi tm kim
nhng cm t chnh xc hoc cc bin th gn ng ca cc cm t , nh giy
chy b nam. Qung co ca bn s khng hin th khi mi ngi tm kim cc cm
t nh giy chy b tt nht cho nam do cm t bao gm cm t tt nht, khng
thuc t kha i snh chnh xc hoc bin th gn ng ca cm t .
2. Chn cc t kha lin quan n trang web m khch hng ca bn xem.
Trn Mng hin th, danh sch t kha ca bn s gip chng ti hin th qung co
trn cc trang web c lin quan m khch hng ca bn truy cp. Hy th chn cc t
kha c lin quan vi nhau v c lin quan n cc trang web m khch hng ca bn
xem. Tm hiu thm v chn t kha cho chin dch ca Mng hin th.
V chng ti i snh qung co ca bn vi cc trang web c lin quan bng cch s
dng cc t kha ca bn, tt c cc t kha c s dng cho chin dch Mng hin th
c coi l i snh rng. Bn c th tinh chnh t kha ca mnh bng cch loi tr cc
t kha nht nh khi nhm qung co nhm mc tiu Mng hin th.
V d
81

Gi s bn to mt danh sch t kha bao gm cc cm t lin quan n bt. Cc
trang web v bt s c nhm mc tiu theo t kha trn danh sch ca bn. Bn
cng c th loi tr cc cm t trt tuyt v vn trt tuyt ngn qung co ca
bn xut hin trn nhng trang web v cc mn th thao ma ng.

4.8. Hiu trng thi t kha ca bn
Trng thi t kha ca bn cho bn bit t kha c hot ng hay khng. C mt s loi trng
thi t kha khc nhau, nhng chng ti s c gng hin th trng thi c lin quan nht n
chin dch ca bn bt k lc no. Bn c th thy trng thi t kha ca mnh trong ct "Trng
thi" trong bng thng k AdWords m bn c th truy cp t tab T kha.
i tm trng thi t kha ca bn
Bn c th thy trng thi t kha ca mnh trn ct "Trng thi" trong bng thng k. Di y
l cch truy cp ct:
1. ng nhp vo ti khon AdWords ca bn ti https://adwords.google.com.vn.
2. Nhp vo tab Chin dch trn cng.
3. Nhp vo tab T kha.
4. Nhn vo ct "Trng thi".
5. Bn cnh mi t kha, bn s nhn thy trng thi hin ti ca t kha.
Chng ti hin th trng thi t kha ca bn nh th no
Ct "Trng thi" trn tab T kha hin th cho bn thng tin v trng thi t hin ti ca t
kha ca bn ti thi im bn ng nhp. Chng ti s qun l trng thi t kha ca bn t
cc trng thi m bn kim sot n nhng trng thi b nh hng bi cc yu t khc, vi
nhng trng thi m bn kim sot chim u th hn nhng trng thi b nh hng bi cc
yu t khc. l do bt k thay i no vi trng thi m bn kim sot s c nh hng
nhiu hn vi ti khon ca bn.
Loi trng thi V d:
Trng thi m bn kim sot Chin dch b tm dng; B xa
Trng thi c lin quan n v tr t kha ca bn
trong quy trnh chp thun ca chng ti
iu kin
Trng thi b nh hng bi cc yu t khc Khi lng tm kim thp; Thp hn c
tnh gi thu trang u tin
V d:
Gi s bn c t kha c bt, nhng chin dch cha t kha b tm dng. Chng ti s
hin th trng thi ca t kha l b tm dng do trng thi ca chin dch -- b tm dng --
chim u th hn trng thi ca t kha.
82

Cch din gii trng thi t kha ca bn
Bn c th kim sot mt s trng thi t kha ca mnh, trong khi cc trng thi khc c lin
quan n v tr t kha ca bn trong quy trnh chp thun ca chng ti. Ngoi ra, mt s
trng thi cho bn bit t kha ca bn c ang b nh hng bi cc yu t khc hay khng,
nh khi lng tm kim thp.
Di y l cc loi trng thi t kha khc nhau v ngha ca trng thi t kha:
Trng thi t kha iu ny c ngha l
Chin dch b tm dng
Chin dch ang ch x
l
xa chin dch
Chin dch b tm ngng
Chin dch kt thc
T kha khng hot ng do trng thi chin dch ca bn. V d:
nu chin dch ca bn b tm dng, t kha trong chin dch
cng s dng hin th qung co.
Nhm qung co b tm
dng
Nhm qung co b
xa
Nhm qung co khng
hon tt
T kha khng hot ng do trng thi qung co ca bn. V d:
nu bn xa nhm qung co ca bn th t kha ca bn trong
nhm qung co s dng hin th.
B tm dng T kha khng hot ng bi v bn tm dng t kha. Vic
tm dng t kha c ngha l t kha s khng hin th qung co
hoc tch ly chi ph mi cho n khi c khi ng li.
B xa T kha khng hot ng bi v bn xa t kha. Vic xa t
kha c ngha l t kha s khng hin th qung co.
iu kin T kha hot ng v c th hin th qung co. Trong mt s
trng hp, t kha ca bn c th c nh du l iu
kin cho d hin ti, t kha khng hin th qung co. l
do giao din qung co ca bn cho t kha iu kin c th b
nh hng bi gi thu, im cht lng hoc nhng yu t khc
ca bn.
Thp hn c tnh gi
thu trang u tin
T kha hot ng v c th hin th qung co. Tuy nhin, t
kha ca bn hin khng hin th qung co trn trang u tin
trong kt qu tm kim ca Google.
B t chi T kha khng hot ng v khng hin th qung co. T kha b
t chi thng c ngha l c vn vi mt hoc nhiu chnh
sch qung co nh chnh sch nhn hiu ca chng ti.
Trang web b tm ngng T kha khng hot ng v khng hin th qung co do qung
co trong nhm qung co ca t kha ang tr n trang web
khng hot ng hoc vi phm mt hoc nhiu chnh sch
qung co ca chng ti.
Khi lng tm kim
thp
T kha khng iu kin hin th do t kha c kt hp vi
rt t lu lng tm kim trn cc ti sn ca chng ti. iu ny c
ngha l t kha ca bn c th khng c lin quan n tm kim
ca mi ngi hoc c th qu c th hoc khng bnh thng.
Nu s lng tm kim cho cc t kha ny tng, thm ch mt
83

lng nh, th t kha ca bn c th c kch hot li v s c
th bt u kch hot qung co ca bn hin th li.
Him khi c hin th
do im cht lng thp
T kha khng iu kin hin th qung co do im cht
lng thp. iu ny c ngha l bn nn xem xt vic xa t kha
ny v thm t kha c lin quan hn vo ti khon ca bn.
Mo
Khng lm bt c iu g nu t kha ca bn c khi lng tm kim thp. Nu s lng
tm kim cho cc t kha ny tng, thm ch mt lng nh, th t kha ca bn c th
c kch hot li v s c th bt u kch hot qung co ca bn hin th li. iu
ny c lin quan c bit nu bn ang qung co mt thng hiu, iu khon hoc sn
phm mi.
Th ti u ha ti khon ca bn bng cch ci thin qung co v t kha ca bn.

4.9. Cch v tr v t kha phi hp hot ng
V tr v t kha phi hp xc nh ni qung co ca bn s xut hin trn Mng hin th v
s tin bn s thanh ton cho qung co. Bn c th chn ch hin th qung co da trn danh
sch t kha ca mnh, s dng v tr iu chnh t gi thu ca bn. Hoc, bn c th s
dng kt hp v tr v t kha tinh chnh ni qung co ca bn c iu kin hin th.
T kha hoc v tr cho chin dch ca bn
Khi bn to chin dch hoc nhm qung co cho Mng hin th , bn c th s dng t kha,
v tr, ch , danh mc s thch, tip th li, tui hoc gii tnh hin th qung co. Hy
nh rng la chn lun lun l ca bn. Ngoi ra, nu bn bt u s dng t kha cho chin
dch hoc nhm qung co, bn lun c th thm v tr sau, chng hn. Hoc, bn c th bt
u s dng t kha, thm v tr sau v sau quyt nh ngng s dng cc t kha hon
ton. D bng cch no, bn khng bt buc phi gn cht vi mt la chn.
truy cp tt c cc tnh nng ca Mng hin th v qun l ngn sch c th cho qung co
hin th hnh nh ca bn, bn c th mun to chin dch "Ch Mng hin th - Tt c cc tnh
nng". iu ny s hn ch hin th qung co ca chin dch ch cho nhng ngi duyt trang
web trn Mng hin th. Bn cng c th truy cp tt c cc tnh nng ca Mng hin th khi bn
to chin dch "Mng tm kim & hin th - Tt c cc tnh nng". Tm hiu thm v loi chin
dch.
S dng v tr
Bn c th mun s dng v tr cho chin dch hoc nhm qung co nu bn mun chn v tr
c th qung co ca mnh xut hin. iu ny c th gip bn qung b thng hiu bng
cch cho qung co ca bn xut hin trn mt trang web nht nh hoc mt s nhm
trang web nht nh trn Mng hin th. Hoc, bn c th mun t mnh xem xt tt c v tr c
th trc khi chn.
84

S dng t kha
Nu bn quan tm nht n vic qung co xut hin bn cnh ni dung c lin quan, th vic
s dng cc t kha cho chin dch hoc nhm qung co c th l s la chn ph hp vi
bn. V d: nu bn n gin ch mun qung co xut hin trn cc trang web v qun vt, bt
u vi t kha c th l la chn tt nht.
S dng t kha v v tr hin th qung co
Khi bn thm v tr v t kha vo nhm qung co nhm mc tiu qung co, bn hn ch
qung co n cc trang web c th v ch hin th quang khi ni dung ca trang c lin quan
n t kha ca bn. AdWords s t ng tm cc trang trong Mng hin th c ni dung ph
hp vi t kha ca bn, iu ny c gi l nhm mc tiu theo ng cnh. Nu mt v tr c
nhiu trang web, th ch nhng trang ph hp vi t kha ca bn c th hin th qung co ca
bn.
Vic s dng t kha tinh chnh nhm mc tiu cho qung co trn v tr l mt ty chn tt
khi bn ang nhm mc tiu cc trang web c nhiu ni dung khc nhau, nh cc trang web tin
tc v mng x hi. Bng cch , qung co ca bn s c nhiu kh nng xut hin ti v tr c
lin quan trn nhng trang web . m bo theo di hiu sut qung co ca bn kim tra
xem bn ang thy kt qu mnh mun.
Lu
Khi bn s dng v tr v t kha cng nhau, kt hp s khng nh hng n v tr qung
co ca bn xut hin trn Mng tm kim, mng ny ch s dng t kha nhm mc tiu
qung co ca bn.
V d:
Gi s bn to nhm qung co vi cc v tr c qun l A, B v C, ng thi chn t
kha hoa hng cho chin dch ca mnh.

Qung co ca bn s ch xut hin trn cc v tr A, B, v C khi ni dung ca chng c lin
quan n hoa hng . V vy, nu h thng ca chng ti xc nh rng i snh cho hoa
hng ch xut hin trn A v B, th qung co ca bn s khng hin th trn v tr C, mc
d bn chn v tr . Do v tr C khng c bt k ni dung no v hoa hng , nn khng
phi l i snh theo ng cnh cho t kha ca bn.

By gi, gi s v tr A l mt trang web v hoa, c 100 trang khc nhau: 5 trang v hoa hng
v 95 trang v cc loi hoa khc. Do nhm mc tiu theo ng cnh s xy ra cp thp
hn l cp trang, nn h thng ca chng ti ch c th xc nh 5 trang v hoa hng l
i snh tt cho t kha ca bn. Qung co ca bn s khng xut hin trn 95 trang cn
li ca A nu nhng trang khng phi l i snh tt cho cc t kha ca bn, ngay c khi
bn nhm mc tiu ton b trang web.
Tm hiu thm v ci t nhm mc tiu trn Mng hin th.
85

Cch thc cc qung co nhm mc tiu v tr v t kha cnh tranh
V tr qung co
Qung co c nhm mc tiu theo v tr v qung co c nhm mc tiu theo t kha
cnh tranh xut hin trn cc trang trn Mng hin th da trn Xp hng qung co. Xp
hng qung co cho qung co c nhm mc tiu theo v tr hoc qung co c nhm mc
tiu theo t kha, cng nh tt c cc qung co khc c nhm mc tiu n Mng hin th,
c xc nh ty thuc vo vic chin dch s dng t gi thu gi mi nhp chut (CPC) hay
t gi thu gi mi nghn ln hin th (CPM). Sau y l cch qung co ca bn cnh tranh da
trn t gi thu m qung co ang s dng:
Mt n v qung co c th hin th mt hoc nhiu qung co vn bn hoc mt qung
co hin th hnh nh ty thuc vo Xp hng qung co v kt qu phin u gi.
Qung co vn bn s dng t gi thu CPC -- bt k l qung co vn bn c nhm
mc tiu theo t kha hay qung co vn bn c nhm mc tiu theo v tr -- cnh tranh
vi nhau xut hin trn mt n v qung co c th cha mt hoc nhiu qung co
vn bn.
Qung co vn bn s dng t gi thu CPM -- bt k l qung co vn bn c nhm
mc tiu theo t kha hay qung co vn bn c nhm mc tiu theo v tr - - s khng
xut hin trn mt n v qung co vi qung co vn bn khc.
Qung co hin th hnh nh -- bt k l qung co hin th hnh nh c nhm mc tiu
theo t kha hay qung co hin th hnh nh c nhm mc tiu theo v tr s dng t
gi thu CPC hay t gi thu CPM -- cnh tranh vi nhau xut hin trn ton b n v
qung co hin th hnh nh. Qung co hin th hnh nh ca bn s khng chia s mt
n v qung co vi cc qung co khc.
URL ch
i vi chin dch Mng hin th, bn c th thm URL ch cho v tr c qun l v t kha c
th. Nu hin th c phn pht c nhiu URL ch, AdWords s s dng URL ca phng
php nhm mc tiu c th nht.
Theo di d liu hiu sut ca bn
Bn c th xem d liu hiu sut ca mnh, bao gm c s ln hin th, cho qung co c
nhm mc tiu theo v tr v qung co c nhm mc tiu theo t kha ca bn.
S ln hin th cho v tr bn nhm mc tiu
Khi qung co xut hin v tr bn chn, hin th s c bo co c di dng hin th v tr
v hin th t kha.
Bn c th xem d liu cho v tr v t kha bng cch chn tab Mng hin th. Lu rng bn
c th xem d liu hiu sut cho chin dch nhm mc tiu Mng tm kim v hin th hoc ch
Mng hin th.
Di y l cch tm thng k ca bn:
86

xem s ln hin th cho v tr c qun l ca bn, nhp vo tab V tr v tm kim v tr
c trng thi "c qun l". Bn s thy d liu hiu sut ca mnh, bao gm c s ln
hin th.
xem s ln hin th cho t kha ca bn, nhp vo tab T kha hin th. Bn s thy
bng c d liu hiu sut ca mnh, bao gm c s ln hin th.

V d:
Gi s nhm qung co ca bn c ba t kha -- hoa hng, hoa tulip v hoa hng dng -- v
bn chn www.example.com lm v tr. Nu tnh nng nhm mc tiu theo ng cnh ca
AdWords quyt nh www.example.com l mt i snh cho cc t kha ca bn v t
qung co ca bn trn trang web , hin th s c bo co va l hin th t kha
va l hin th v tr. l do bn bao gm example.com lm v tr trong nhm qung co
ny.
S ln hin th cho v tr bn cha nhm mc tiu
Khi t kha trong nhm qung co kch hot qung co ca bn hin th trn v tr bn khng
nhm mc tiu, th hin th s c bo co va l hin th t kha va l hin th v tr.
Bn c th xem d liu cho v tr v t kha bng cch chn tab Mng hin th. Lu rng bn
c th xem d liu hiu sut ca bn cho chin dch nhm mc tiu tm kim v Mng hin th,
Mng tm kim v hin th hay ch Mng hin th.
Di y l cch tm thng k ca bn:
xem s ln hin th cho v tr t ng ca bn, nhp vo tab V tr v tm kim v tr c
trng thi "T ng". Bn s thy d liu hiu sut ca mnh, bao gm c s ln hin th.
xem s ln hin th cho t kha ca bn, nhp vo tab T kha hin th. Bn s thy
bng c d liu hiu sut ca mnh, bao gm c s ln hin th.

4.10. Chn t kha cho chin dch Mng hin th
Vic chn t kha cho chin dch Mng hin th ging nh vic ng vai tr l ngi mai mi
cho bn b ca bn: Bn mun chn t kha hoc nhng ngi bn tim nng, ph hp nht
vi chin dch ca bn hoc ngi bn kn chn. V d: nu bn ca bn thch i b, bn c th
ghp c y vi ai thch ra ngoi.
Sau y l ba iu bn nn thc hin khi chn t kha cho chin dch Mng hin th ca bn:
To cc nhm qung co cho sn phm hoc dch v ca bn chng ti c th hin th
qung co lin quan n sn phm hoc dch v.
Chn t kha m khch hng ca bn s s dng m t sn phm hoc dch v ca
bn v cc t kha c lin quan n nhau.
87

hn tng nhm qung co v t kha bng cch s dng Cng c lp k hoch
hin th.
To nhm qung co
Trc khi bn bt u chn t kha cho chin dch Mng hin th, m bo rng nhm qung
co cho tng chin dch ca bn c t chc theo sn phm hoc dch v bn cung cp. Tt
nht l bn nn bt u vi nhng t kha m t sn phm hoc dch v m bn ang qung
co. Sau , bn c th to qung co lin quan n nhng t kha chng ti c th hin
th cho khch hng khi h xem cc trang web c lin quan n sn phm hoc dch v ca bn.
Bn c th gi ti khon ca mnh c t chc tt hn bng cch nhm cc t kha ca bn
theo sn phm hoc dch v ca mnh.
V d:
Gi s bn ang to chin dch cho hiu bnh ca mnh. Khi thit lp chin dch ca mnh,
bn nn chia nhm qung co ca bn thnh cc loi sn phm khc nhau m bn bn.
Sau y l v d v nhm qung co c cu trc km v nhm qung co c cu trc
hiu qu bn hiu r hn v cch t chc cc nhm qung co ca bn:
hm qung co c cu trc km hm qung co c cu trc hiu qu
hm qung co: Hiu bnh
T kha:
bnh quy s-c-la chip
bnh quy yn mch
snickerdoodle
bnh s-c-la hnh nhn phi nhai nhiu
bnh s-c-la hnh nhn c qu hch
bnh s-c-la en hnh nhn
bnh nng nh mu nhung
bnh nng nh vani
bnh nng nh s-c-la

hm qung co: Bnh quy
T kha:
bnh quy s-c-la chip
bnh quy yn mch
snickerdoodle
hm qung co: Bnh s-c-la hnh nhn
T kha:
bnh s-c-la hnh nhn phi nhai nhiu
bnh s-c-la hnh nhn c qu hch
bnh s-c-la en hnh nhn
hm qung co: Bnh nng nh
T kha:
bnh nng nh mu nhung
bnh nng nh vani
bnh nng nh s-c-la
Mo
To thm cc t kha tng t vi nhng t kha ang hot ng tt cho bn.
Chn t kha
88

Danh sch t kha ca nhm qung co gip chng ti hin th qung co ca bn trn cc
trang web c lin quan m khch hng ca bn truy cp. Thc hin theo cc hng dn ny
to danh sch t kha cht lng cao:
Chn t kha c lin quan n sn phm hoc dch v ca bn.
To mt b t 5 n 20 t kha lin quan cht ch vi nhau v vi cc qung co trong
nhm qung co . T kha c hai hoc ba t (cm t) c khuynh hng hot ng hiu
qu nht.
Chn nhng t kha c lin quan n nhau. V d: nu bn bn hoa, bn c th mun
thm "hoa hng" v "s-c-la" vo danh sch t kha ca bn. Bng cch , t kha ca
bn c th hin th qung co ca bn ti khch hng c th quan tm ti vic mua mt t
hoa hng v mt hp s-c-la.
Chn cc t kha c lin quan n cc trang web m khch hng ca bn xem.
Nu bn c mt thng hiu mnh v ni ting, hy bao gm t kha c gn thng
hiu.
V d:
Nhm qung co: bnh s-c-la hnh nhn
T kha: bnh s-c-la hnh nhn, bnh s-c-la en hnh nhn, bnh s-c-la hnh nhn
phi nhai nhiu, mn trng ming, cng thc lm bnh s-c-la hnh nhn
Cng ngh ca chng ti qut ni dung v a ch web ca trang web xc nh ch chnh
ca trang web. Sau , chng ti t ng s dng la chn t kha v ch , cng vi ci t
nhm mc tiu theo v tr v ngn ng, cng cc ci t khc ca bn i snh ch vi
qung co ca bn. i khi, chng ti c th hin th qung co khi t kha khp vi ni dung
ca trang m mt ngi duyt gn y.
Mo
Hy th loi tr t kha m bo qung co ca bn khng xut hin trn cc trang
web khng lin quan.
Tinh chnh danh sch t kha ca bn bng cch thm hoc xa t kha.
hn tng nhm qung co v t kha
Bn c th s dng Cng c lp k hoch hin th nhn nhm qung co v tng t kha
theo ch m bn c th khng ngh ti khi bn to chin dch qung co ca mnh.
Sau y l cch s dng Cng c lp k hoch hin th
1. Nhp vo trnh n th xung Cng c v phn tch v chn Cng c lp k hoch hin
th.
2. Nhp s thch ca khch hng hoc loi trang ch h thng truy cp v nhp vo hn
tng.
3. Nhp vo tab tng nhm mc tiu ring l.
4. Nhp vo tab ph T kha.
89

5. Khi bn tm c tng t kha m bn mun, nhp vo bn cnh mi tng, thm
chng vo k hoch ca bn.
6. Sau khi bn hon tt vic thm tt c cc tng t kha ca mnh, nhp vo Xem li
k hoch.
7. to chin dch mi vi tng t kha ca bn, nhp vo Lu vo ti khon. Bn
cng c th ti xung tng t kha ca mnh lu vo ti khon AdWords sau.
Bn c th to cc nhm qung co mi bng cc tng t kha c lin quan trc tip t
AdWords hoc t AdWords Editor.
To nhm qung co trong AdWords:
1. Chn nhm qung co c xut v nhp vo nt Thm vo chin dch.
2. Chn chin dch v nhp vo To nhm qung co thm nhm qung co vo chin
dch ca bn.

Lu
Cc nhm qung co mi ca bn s b tm dng cho n khi bn to qung co v kch
hot chng.
To nhm qung co trc tip s dng AdWords Editor:
Trc tin, ti xung AdWords Editor, ri thc hin theo cc hng dn sau:
1. Chn nhm qung co c xut v nhp vo nt Xut n AdWords Editor.
2. Nhp tn chin dch, ri nhp vo Xut ti xung nhm qung co c xut di
dng tp CSV.
3. Nhp tp vo AdWords Editor.
4. ng nhng thay i ca bn ln ti khon AdWords ca bn.
5. t ngn sch hng ngy v qung co v m bo rng bn ch nhm mc tiu n Mng
hin th.

4.11. Ci thin t kha cho Mng hin th
Bi v bn ang chy chin dch ca Mng hin th, y l lc nh gi t kha ca bn v ci
thin nhng t kha hot ng km. Tt nht l suy ngh v hiu sut t kha c lin quan n
mc tiu qung co ca bn. Bng cch , bn c th thc hin cc thay i cho t kha ca
mnh da trn vic bn mun tng lu lng truy cp cho trang web hay tng chuyn i,
chng hn nh doanh s bn hng.
Tng lu lng truy cp vo trang web ca bn
Nu mc tiu qung co chnh ca bn l tng s lng ngi truy cp vo trang web,
bn s mun thc hin theo cc mo bn di.
90

Thm t kha chung chung hn
Th thm t kha chung chung hn vo chin dch nu bn mun qung co ca mnh
iu kin xut hin cho mt s lng ln cc trang web. V d: nu bn s hu ca
hng bn l, bn c th mun chn t kha chung chung nh "giy" thay v t kha c
th hn nh "giy da en cao gt".
Thm cc t kha khc nhau
Chng ti khuyn khch bn thm cc t kha mi l cm t, tng hoc khi nim
c o ci thin lu lng truy cp vo trang web ca bn. V d: thay v thm t
kha "giy", hy th thm t kha "giy mm". Nhng t kha c o, khc nhau
ny c th gip bn i snh qung co ca mnh vi cc trang b sung trn trang web,
c th gip bn tch ly thm hin th.
Tng gi thu ca bn cho nhng t kha hot ng tt
Tng gi thu gi mi nhp chut (CPC) ca bn cho nhng t kha hot ng tt
gip bn cnh tranh hn.
S dng chn t kha
Hy th s dng chn t kha cp nht ng vn bn qung co ca bn bao
gm mt trong cc t kha kch hot qung co ca bn. Chn t kha c th lm cho
qung co ca bn c lin quan hn vi khch hng, gip tng t l nhp (CTR) ca bn.
Gii hn chi ph ca bn trn nhng t kha khng dn n chuyn i
V d: i vi mt s t kha, bn c th thy rng mi ngi nhp vo qung co ca
bn nhng khng mua sn phm. Trong trng hp , bn s mun thc hin cc
thay i cho t kha gip ci thin doanh s bn hng v chuyn i ca mnh.
Thm t kha c th hn
Th tip cn khch hng hiu qu hn bng nhng t kha c th c lin quan trc tip
n sn phm hoc dch v ca bn. V d: nu bn s hu ca hng bn l ln, bn c
th mun chn t kha c th nh "bt da" thay v t kha chung chung hn nh
"giy". iu quan trng cn nh l bn khng th tip cn nhiu ngi nh bn mun
vi t kha c th hn.
Gim gi thu ca bn trn nhng t kha hot ng km
Bn c th c cc t kha nht nh khng hot ng tt nh nhng t kha khc v
bn mun gii hn s tin bn chi tiu trn nhng t kha . Bn c th gim gi thu
gi mi nhp chut (CPC) cho cc t kha bn chi tiu nhiu ngn sch hn cho
nhng t kha hot ng tt.
Tm dng t kha hot ng km
91

Gi s bn gim gi thu gi mi nhp chut (CPC) cho nhng t kha hot ng
km, nhng bn vn mun ci thin hiu sut chin dch ca mnh. Hy th tm dng
hoc xa cc t kha ngn chng hot ng km hiu qu trong tng lai.
gn khng cho qung co ca bn hin th cho cc cm t khng lin quan n
sn phm hoc dch v ca bn
Th loi tr cc t kha nht nh khi chin dch ca bn ngn khng cho qung
co hin th trn cc trang web nht nh khng c lin quan n sn phm hoc dch
v ca bn. Bng cch , bn c th trnh tr tin cho nhng nhp chut khng c kh
nng dn n chuyn i. V d: nu bn iu hnh ca hng giy, bn c th mun loi
tr nhng t kha nh " s dng" v "c" ngn khng cho qung co ca mnh
hin th trn cc trang web bn giy s dng. Hy lu rng nu bn loi tr qu
nhiu t kha, qung co ca bn c th tip cn t khch hng hn.
Loi tr trang web hot ng km
Xem cch qung co ca bn hot ng trn cc v tr c th trn Mng hin th bng
cch xem d liu hiu sut v tr. Bn c th thy rng qung co ang hin th trn cc
v tr m khch hng khng truy cp hoc khng thch hp cho qung co ca mnh. Sau
, bn c th loi tr cc v tr khi chin dch ca bn.
Bt Trnh ti u ha chuyn i
Th s dng Trnh ti u ha chuyn i, mt tnh nng ca AdWords s dng d liu
Theo di chuyn i AdWords ca bn gip bn nhn c nhiu chuyn i hn vi
chi ph thp hn. (Lu rng chin dch ca bn phi iu kin cho tnh nng ny).
Trnh ti u ha chuyn i c th gip bn trnh cc nhp chut khng c kh nng
sinh li v mang n cho bn nhiu nhp chut c kh nng sinh li nht c th.
Trin khai URL ch ca t kha
Hng lu lng truy cp vo trang trn trang web ca bn c lin quan trc tip n
t kha bng cch trin khai URL ch cp t kha. Nu bn ang s dng URL ch
cp t kha trong chin dch tm kim ca mnh, bn c th mun thc hin nh vy
cho Mng hin th.
Mo
Trn Mng hin th, tt c cc t kha ch c coi l i snh rng. iu ny c ngha l
bn khng cn phi bao gm dng s nhiu, t sai chnh t v cc bin th khc ca t
kha ca mnh.
Hy th s dng Cng c lp k hoch hin th nhn tng t kha cho cc chin
dch Mng hin th ca bn.

92

4.12. Ly tng cho danh sch t kha ph nh v danh sch loi tr v tr
Hy chng ti lm cng vic kh khn cho bn. H thng ca chng ti s qut ti khon ca
bn theo nh k xem t kha ph nh hoc loi tr v tr nht nh c xut hin trong nhiu
chin dch hay khng. Nu c, chng ti s hin th cho bn tng cho danh sch t kha ph
nh v danh sch loi tr v tr m bn c th s dng trn nhiu chin dch. V bn s c danh
sch chnh ca cc t kha ph nh hoc danh sch chnh ca cc loi tr v tr, nn iu ny
s gip bn qun l chng tt hn.
Cch ly tng cho danh sch t kha ph nh v danh sch loi tr v tr
bt u, bn c th mun ly tng v cch thc hot ng ca danh sch t kha ph
nh v danh sch loi tr v tr. Gi s bn thm t kha ph nh hoc v tr b loi tr cho
mt trong cc chin dch ca bn v bn quyt nh bn cng mun thc hin vic cho
nhng chin dch khc ca bn. Bn c th to danh sch chnh ca cc t kha ph nh hoc
cc loi tr v tr bn c th chia s gia nhiu chin dch, gip qun l t kha ph nh v loi
tr v tr ca bn d dng hn khi bn mun thm t kha ph nh v loi tr v tr b sung
cho chin dch ca mnh.
By gi, gi s bn mun nh chng ti thc hin cng vic kh khn l tm t kha ph nh
v loi tr v tr s dng trong nhiu chin dch ca bn. Bn c th ly tng cho danh
sch t kha ph nh v danh sch loi tr v tr bng cch s dng trnh xut danh sch
ca chng ti. Di y l cch thc hin:
1. ng nhp vo ti khon AdWords ca bn ti https://adwords.google.com.vn.
2. Nhp vo lin kt Th vin c chia s trong thanh iu hng.
3. Nhp vo T kha ph nh ca chin dch hoc Loi tr v tr ca chin dch.
4. Chn tab xut danh sch. Bn s thy bng c t kha ph nh hoc loi tr v tr
xut hin trong nhiu chin dch. Lu rng chng ti s hin th cho bn tng cho t
kha ph nh hoc loi tr v tr xut hin trong hai hoc nhiu chin dch bt k.
Mo
o xem tng cho t kha ph nh hoc loi tr v tr xut hin trong cc chin
dch c th, nhp vo trnh n th xung B lc, chn To b lc v thm chin dch
bn mun xem tng. Nhp vo p dng. Bn s thy chnh xc mt nhm trong
bng, cha tt c cc t kha ph nh hoc loi tr v tr xut hin trong mi chin
dch bn chn.
o xem chi tit hn cho mt tng, nhp vo nhm t kha hoc nhm v tr bn
mun xem thm thng tin. Bn s thy hai bng. Bng bn tri cho bn thy t
kha ph nh hoc loi tr v tr xut hin cng nhau trong cc chin dch c hin
th trong bng bn phi.
Thm tng cho chin dch ca bn
93

Khi bn xem xt tng ca mnh cho danh sch t kha ph nh hoc danh sch loi tr
v tr, bn c th thm chng vo chin dch ca mnh. Di y l cch thc hin:
1. Nhp vo lin kt Th vin c chia s trong thanh iu hng.
2. Nhp vo T kha ph nh ca chin dch hoc Loi tr v tr ca chin dch.
3. Chn tab xut danh sch. Bn s thy bng c t kha ph nh hoc loi tr v tr
xut hin trong nhiu chin dch.
4. Nhp vo nhm t kha hoc nhm v tr m bn mun thm trn nhiu chin dch. Bn
s thy ch xem chi tit ca nhm .
5. Nhp tn cho danh sch t kha ph nh hoc danh sch loi tr v tr ca bn.
6. Nhp vo p dng. Danh sch c cc t kha ph nh hoc loi tr v tr s c thm
vo mi chin dch, thay th t kha ph nh hoc loi tr v tr ban u ca bn.
Lu
Nu bn nhn c thng bo li trong khi thm tng cho danh sch t kha ph nh,
nguyn nhn c th nht l bn chnh sa mt trong cc t kha ph nh ca mnh sau
khi h thng ca chng ti qut ti khon ca bn ln trc . Hy th li sau, sau khi
chng ti qut li ti khon ca bn, xem xt v thm tng c cp nht. Lu
rng danh sch s c thm vo chin dch khng kch hot li.

94

5. hm mc tiu theo ngn ng & v tr
Chn ci t v tr v ngn ng ca bn
Nhm mc tiu qung co n cc v tr a l
Loi tr qung co khi v tr a l chn
Cch qung co c i snh vi v tr a l
Hiu phm vi tip cn
Tinh chnh nhm mc tiu theo v tr ca bn
Cc loi mc tiu v tr theo quc gia
Ty chn v tr nng cao
Thit lp ngn ng mc tiu ca qung co

5.1. Chn ci t v tr v ngn ng ca bn
Bn c th gip m bo rng qung co ca bn tip cn khch hng bn mun. S dng ci
t v tr v ngn ng qung co xut hin cho khch hng cc v tr a l c nhm
mc tiu ca bn hoc cho khch hng chn ngn ng c nhm mc tiu ca bn lm
ngn ng giao din ca h.
Vi ci t v tr, bn c th nhm mc tiu khu vc a l ni qung co ca bn c th xut
hin. V d: nu bn s hu ca hng thng mi in t ti Hoa K v bn mun nhm mc
tiu n tiu bang California, bn c th s dng ci t v tr ca mnh lm iu .
Ci t ngn ng cho php bn t qung co ca mnh trn cc sn phm ca Google v cc
trang web ca bn th ba bng ngn ng m khch hng ca bn ni.
V d:
Gi s bn s hu mt doanh nghip Na Uy v bn nhm mc tiu qung co ca mnh
n quc gia Na Uy, ng thi t ngn ng ch thnh ting Na Uy. iu ny c ngha l
qung co ca bn c th xut hin trn Google cho khch hng Na Uy t ting Na Uy
lm ngn ng giao din ca h.

5.2. Nhm mc tiu qung co n cc v tr a l
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 mt 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.
95

Khi ni n qung co trn AdWords, hy xem xt cu chm ngn 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 khng hot ng
tt nu qung co khng 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.
hm 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 .
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 mt hoc nhiu
quc gia c th l tng hay
nu bn cung cp cc sn phm
v dch v cho nhng khu vc
rng 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 mt vi thnh ph
hoc vng ring l trong mt
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 mt
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
khu
vc
trong
mt
quc
gia
Xem xt s dng nhm mc
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 thuc
vo quc gia, bn c th nhm
mc tiu cc vng, thnh ph
hoc m bu in.
Doanh nghip
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
Doanh nghip ang tm
cch tip cn hu ht cc
vng trong mt quc gia,
ch vi mt 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
mt 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 mt
khong cch nht nh t
doanh nghip ca bn, thay v
chn cc thnh ph, vng hoc
Doanh nghip
phn phi
trong phm vi
bn knh
chn
Doanh nghip
a phng c
c s khch
hng nm
Doanh nghip ch mun
tip cn cc thnh ph,
vng hoc quc gia c
th.
96

quc gia ring l. trong phm vi
bn knh xung
quanh doanh
nghip
Mo chn v tr ph hp cho doanh nghip ca bn
hng 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.

ng cao: hm 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 mt lc,
thay v thm ln lt tng v tr mt. Chng ti cng cung cp cc cng 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 Tm kim nng cao.
6. Nhp vo Hng lot v tr.
7. Trong hp, hy dn hoc nhp tn ca ti a 1000 v tr m bn mun nhm mc tiu v
thm cc v tr t mt quc gia cng mt 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 hp 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.
97

11. Trong phn Cc v tr chn, bn s thy mc tiu v tr m bn va thm.
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.

5.3. Loi tr qung co khi v tr a l chn
Ni qung co ca bn phi xut hin quan trng -- nhng ni qung co khng nn xut hin
cng quan trng khng km cho thnh cng ca chin dch. Loi tr v tr c th cho php bn
ngn khng cho qung co ca mnh hin th trong mt s phn nht nh ca v tr c nhm
mc tiu, chng hn nh vng bn trong mt quc gia hoc thnh ph bn trong mt tiu
bang. iu ny gip bn s dng ngn sch ca mnh mt cch khn ngoan bng cch ngn
qung co xut hin cho nhng ngi c nhiu kh nng s khng c quyn truy cp vo
nhng g bn ang cung cp.
Bn c th loi tr tng v tr mt kim sot nhiu hn hoc thun tin hn, bn c th loi
tr s lng ln tt c cc v tr cng mt lc vi tnh nng hng lot v tr ca chng ti.
Ai c th hng li t vic loi tr khu vc bn trong v tr c nhm mc tiu:
Doanh nghip khng giao hng hoc cung cp cc dch v trong thnh ph hay vng bn
trong mt khu vc ln hn.
Doanh nghip cung cp qung co c bit khng iu kin trong mt vi vng ca khu
vc c nhm mc tiu.
V d:
Nu bn chy chin dch qung co cho mt mi gii bt ng sn c lp Hawaii, nhng
bn khng c v tr ti Maui, bn c th nhm mc tiu ton b tiu bang Hawaii, nhng ch
loi tr Maui.
Mo
Hy nh rng khng cn phi loi tr cc khu vc bn cha nhm mc tiu -- chng ti s
khng hin th qung co ca bn cc v tr tr khi bn nhm mc tiu cc v tr r rng.
Trng hp ngoi l l nu bn nhm mc tiu mt khu vc theo v tr m ngi dng tm
kim hoc xem trang v loi tr cc khu vc khc theo v tr thc t ca khch hng. iu ny
hi phc tp hn mt cht -- hy xem bi vit ca chng ti v ty chn v tr nng cao
bit thm thng tin.
5.4. Cch qung co c i snh vi v tr a l
98

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 mt s yu t xc nh v tr thc t chung ca ai v c hin
th qung co ca bn hay khng. Khi c th, chng ti 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 ti 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 ti c th s dng IP ca mng di ng xc nh v tr
ca thit b.
V tr thit b:
Nu ngi dng bt chia s v tr chnh xc trn thit b di ng, th chng ti c th
pht hin v tr thit b v s dng trn mng tm kim t mt trong cc ngun sau da
trn tnh kh dng:
o GPS: chnh xc thay i ty thuc 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 thuc vo s lng thp pht
sng c t bn trong khu vc v d liu c sn, mt 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 ti 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 khng v tr .
Mt s v d v cch chng ti 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.
99

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 ni 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 ti 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 ti 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 mt ngi
nu ngi bt nhng tnh nng ny.
V tr a thch khng 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 ti s vn xc nh Los Angeles l 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 ti 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 khng c nhm
mc tiu do dn s t, khng c d liu v khu vc a l hoc do nhm mc tiu cp thnh
ph khng sn c. V d: nu bn nhm mc tiu n thnh ph Portland, chng ti cng c th
hin th qung co ca bn cho ngi tm kim ti vng ngoi ln cn ca Portland.
5.5. Hiu phm vi tip cn
Phm vi tip cn l c tnh s lng ngi dng trong mc tiu v tr chn, da trn cc
cookie duy nht. Bn c th s dng nhng s c cung cp ny bit qung co ca bn c
th tip cn bao nhiu ngi dng trong khu vc a l.
Vi phm vi tip cn, bn c th c tnh s lng khch hng c th nhn thy qung co ca
bn Michigan hoc Montana hay so snh s ngi c th thy qung co ca bn Detroit v
Ann Arbor. Bn c th s dng cc c tnh quyt nh xem bn nhm mc tiu ng
khu vc hay cha hay liu bn c cn phi chn nhng khu vc khc c th cung cp ng cp
hin th qung co hay khng.
c tnh phm vi tip cn c th khc nhau ng k so vi d liu iu tra dn s, bi v c
tnh da trn s lng ngi dng thy c trn cc sn phm ca Google. Ngoi ra, c
tnh phm vi tip cn thay i do mt lot cc yu t, bao gm s lng thit b hoc trnh
100

duyt trn mi ngi dng, s lng khch truy cp bn ngoi ti v tr chn v di thi
gian hot ng ca ngi dng.
Ch nn s dng c tnh phm vi tip cn ny lm hng dn chung xc nh s lng
ngi dng tng i trong mc tiu v tr, khi c so snh vi cc mc tiu v tr khc.
Khi bn tm kim hoc chn v tr nhm mc tiu trong AdWords, bn s tm thy phm vi
tip cn c c tnh ca v tr trong ct Phm vi tip cn . Bn cng c th nhn thy mt s
v tr c phm vi tip cn c gii hn, c ngha l qung co nhm mc tiu n cc v tr ny c
th c i tng hn ch hn. Chng ti s gii thch thm v phm vi tip cn v phm vi tip
cn c gii hn trong cc phn bn di.

Cch cc con s phm vi tip cn c c tnh
Bn c th nhn thy rng cc con s phm vi tip cn trong AdWords c th khc nhau ng
k so vi d liu iu tra dn s bi v cc s da trn s lng ngi dng c nhn thy
trn cc sn phm ca Google. Ngoi ra, phm vi tip cn ca v tr c th thay i do mt lot
cc yu t, bao gm:
S lng thit b (chng hn nh my tnh, my tnh xch tay, in thoi di ng hoc
my tnh bng c s dng truy cp internet) trn mi ngi.
S lng trnh duyt web (chng hn nh Chrome, Firefox, Internet Explorer) c s
dng trn mi ngi.
S lng khch truy cp vo v tr chn.
Lng thi gian m mi ngi b ra trn trang web.
Cc con s phm vi tip cn ch nn c s dng lm hng dn chung gip bn so snh s
lng ngi bn trong mt mc tiu v tr c lin quan n cc mc tiu v tr khc.
Mo
Phm vi tip cn gip bn c tnh tng s ngi m bn c kh nng tip cn bng qung
co ca mnh nhng phm vi tip cn s khng th cho bn bit tng s ln hin th m
qung co ca bn c th nhn c. c tnh tng s ln hin th cho qung co ca
bn, hy khm ph Cng c c tnh lu lng truy cp cho chin dch tm kim hoc Double
Click AdPlanner cho qung co trn Mng hin th ca Google.
Lm vic vi v tr c phm vi tip cn c gii hn
i vi mt s v tr, bn c th thy cnh bo "Phm vi tip cn c gii hn" trong AdWords.
Phm vi tip cn c gii hn c ngha l chng ti khng th kt hp mi ngi vi v tr a l
chn theo a ch Giao thc Internet (IP) ca h. Cc l do c th bao gm s lng ngi
dng thp ti v tr hoc cht lng IP cho bn v tr.

Nhm mc tiu cc khu vc c phm vi tip cn c gii hn
Phm vi tip cn c gii hn c th do dn s thp trong khu vc hoc thng tin c gii hn v
bn a ch IP. Nhng iu ny khng c ngha l bn khng th nhm mc tiu khch hng
cc v tr c phm vi tip cn c gii hn. Qung co ca bn vn c th xut hin trong cc
trng hp sau:
101

V d:
Molly qung co ging ng v ba sng quyn r trn AdWords. Khch sn ca c nm gn
Andover, New York. Gn y, Molly thm Andover vo mc tiu v tr ca mnh, mc d th
trn nh ny c phm vi tip cn c gii hn.
Ralph c in thoi di ng vi tnh nng "V tr ca ti" c bt v ang ving thm
Andover. Ralph cn mt ni , v vy, Ralph tm kim nh tr gn trn in thoi di
ng ca mnh. Bi v tnh nng "V tr ca ti" gip xc nh v tr ca Ralph, qung co ca
Molly xut hin trn in thoi ca Ralph.
V d:
John hin ang sng Los Angeles v anh lp k hoch ving thm Andover. John mun tm
mt ni khi chun b cho chuyn i ca mnh, do , anh tm kim "nh tr Andover"
trn Google. Bi v John s dng cm t v tr "Andover" trong tm kim ca mnh, qung
co ca Molly xut hin trong kt qu tm kim ca John.
hm mc tiu s dng v tr thc tNu khch hng ca bn bt tnh nng "V tr
ca ti" trn in thoi di ng cao cp ca h v thc t h ang sng khu vc m bn
nhm mc tiu th qung co ca bn c th xut trn thit b.
hm mc tiu s dng mc ch tm kimQung co ca bn c th xut hin khi c
ai tm kim cm t v tr c lin quan cng vi t kha ca bn.

5.6. Tinh chnh nhm mc tiu theo v tr ca bn
Nhm mc tiu theo v tr ca AdWords cho php bn chn khu vc a l xut hin qung
co ca bn, nhng n cng c th c s dng lm cng c ti u ha gip tng li
tc u t (ROI) ca bn.
Vic hiu hiu sut theo v tr c th gip bn tp trung hn na cc n lc v ngn sch
qung co trc tuyn vo nhng vng m doanh nghip ca bn thnh cng nht.
Chng ti lit k mt s mo hu ch bn di gip bn bt u tinh chnh nhm mc
tiu theo v tr ca mnh.
Xem hiu sut theo v tr
Bn c th s dng d liu hiu sut a l ca mnh xc nhn rng qung co ca bn ang
xut hin ti cc v tr nht nh, cng nh so snh xem qung co ang hot ng nh th no
ti cc v tr khc nhau. S dng thng tin ny nh v cc khu vc m bn mun tp trung v
kim tra cc mo trong danh sch ny gip bn lm cho qung co ca mnh hiu qu hn
tng khu vc.
V d:
Bn c chin dch nhm mc tiu ton b nc Nht, nhng bn ti mt quc gia khc.
Bng cch xem d liu hiu sut a l ca mnh, bn xc nhn rng qung co ca bn ang
nhn hin th ti cc thnh ph trn ton Nht Bn. Ngoi ra, bn nhn thy rng qung co
hot ng tt hn ti Tokyo v Kyoto nn bn quyt nh a ra chin lc qung co mi
nhm mc tiu cc khu vc .
Ch nh nhiu hoc t ngn sch cho cc khu vc nht nh
102

Nu chin dch ca bn ang hot ng tt hn nhng khu vc nht nh, bn c th mun
chy cc chin dch ring l ch c nhm mc tiu n cc khu vc thnh cng hn.iu ny
cho php bn tng gi thu t kha v ngn sch ca mnh ti a ha hin th qung co ti
nhng thnh ph c hiu qu hot ng cao. Xem xt vic to mt chin dch ring l nhm
mc tiu cc khu vc bn ngoi cc thnh ph c hiu qu hot ng hng u ca bn. Bn c
th mun s dng cc t kha ging vi nhng chin dch khc nhng t gi thu t kha
thp hn.
V d:
Bn ang nhm mc tiu ton b Hoa K trong chin dch qung co thit b ln, nhng bn
bn hu ht cc thit b ln ca mnh cho khch hng Hawaii. Bn to mt chin dch ring
ch nhm mc tiu n Hawaii, do , bn c th d dng thy cch chin dch hot ng
nh th no trong tiu bang v iu chnh ngn sch ca mnh.
Vit vn bn qung co ni bt cc khu vc a l nht nh
Lm ni bt cc im bn hng c o ca doanh nghip ca bn, chng hn nh cc sn
phm hoc dch v nht nh c nhiu kh nng thu ht khch hng nhng khu vc . Bn
cng c th cung cp cc qung co ch sn c cho cc khu vc nht nh.
V d:
Bn nhn thy rng ca hng qun o trc tuyn ca mnh bn nhiu gng tay h mng
mu nht cho mi ngi tiu bang Minnesota. thu ht khch hng Minnesota, bn
to qung co c nhm mc tiu n khch hng Minnesota nhm qung b gng tay
h mng mu ca mnh.
S dng cc trang ch theo v tr c th
Nu bn c trang ch khc nhau trn trang web cho tng vng m bn phc v, hy a khch
hng n trang ch c lin quan nht n khu vc a l ca h. Theo cch , h khng phi
mt thi gian tm kim thng tin lin quan n h.
V d:
Bn l mt i l bt ng sn v trang web ca bn c danh sch cc cn h ang bn trn
khp Florida. Nu mt khch hng ang tm kim cn h Miami, bn s mun a h n
trang ch ca mnh c cc cn h Miami, thay v cc cn h Orlando.
S dng tin ch m rng v tr lm ni bt a ch doanh nghip ca bn
Nu iu quan trng l cho khch hng bit ni t doanh nghip ca bn, vic thm tin ch
m rng v tr vo qung co ca bn c th hu ch. Tin ch m rng v tr s kt hp hon
ton a ch v s in thoi doanh nghip vi vn bn qung co ca bn.
Nu tt c cc doanh nghip trong tin ch m rng v tr ca bn ang Hoa K, bn c th
nhm mc tiu theo bn knh xung quanh tin ch m rng v tr ca mnh hin th qung co
cho nhng ngi gn doanh nghip ca bn. Vi h s gi thu, bn cng c th t nhiu gi
thu khc nhau cho cc khu vc ny.
V d:
103

Gi s bn s hu mt ca hng sa xe p trong trung tm thnh ph Chicago. Vi tin ch
m rng v tr, mt khch hng gn ca hng ca bn tm kim ca hng sa xe p c th
nhn thy qung co ca bn, cng vi a ch v s in thoi y -- v n ca hng ca
bn vi lp xe b xp.
Loi tr cc khu vc khng hot ng tt
Nu bn lin tc nhn c cc nhp chut c t l chuyn i thp t cc vng nht nh hoc
cc nhp chut t cc vng ni bn khng mun qung co ca mnh hin th, hy xem xt loi
tr cc vng khi nhm mc tiu ca bn.

V d:
Nu bn ang nhm mc tiu theo ton b Hoa K, nhng bn thy rng cc nhp chut t
Wyoming khng chuyn i tt cho doanh nghip ca mnh, bn c th loi tr Wyoming
trnh hin th qung co tiu bang .
5.8. Ty chn v tr nng cao
Ty chn v tr nng cao cho php bn bao gm hoc loi tr nhng ngi da trn v tr
c kh nng l ni h thc t sng hoc v tr h quan tm.
Cc nh qung co nng cao c th s dng nhng ty chn ny gii hn qung co
ca h ch xut hin cho v tr thc t hoc v tr c quan tm, thay v s dng ci t
mc nh hin th cho c hai loi v tr.
Khi xc nh ci t nhm mc tiu theo v tr v loi tr v tr, bn c th mun tinh chnh
lu lng truy cp ca mnh nhiu hn.
Ty chn nhm mc tiu theo v tr nng cao cho php bn tip cn:
Nhng ngi ang , ang tm kim hoc ang xem trang v v tr c nhm mc tiu
ca bn (mc nh)
Nhng ngi trong v tr c nhm mc tiu ca bn
Nhng ngi ang tm kim hoc ang xem trang v v tr c nhm mc tiu ca bn
Ty chn loi tr theo v tr nng cao cho php bn loi tr:
Nhng ngi ang , ang tm kim hoc ang xem trang v v tr b loi tr ca bn (mc
nh)
Nhng ngi trong v tr b loi tr ca bn
Ty chn v tr nng cao ca bn p dng cho cc qung co trn c Mng tm kim v Mng
hin th ca Google.
So snh cc ty chn nhm mc tiu
Theo mc nh, bn s c th tip cn nhng ngi c kh nng trn thc t sng khu vc
c nhm mc tiu cng nh nhng ngi th hin s quan tm n khu vc a l c
nhm mc tiu ca bn chng hn nh bng cch bao gm tn v tr trong tm kim, xem ni
dung v v tr hoc chn v tr trong ci t tm kim trn Google.
Khu vc m mi ngi th hin s quan tm n cng c bit n l v tr a thch, l nhng
v tr chng ti xc nh bt k tn min tm kim ca Google m ngi tm kim. Tm hiu
thm v cch chng ti xc nh v tr a l v v tr a thch.
104

Nu bn mun, bn c th chuyn sang ty chn nhm mc tiu khc. Hy xem xt cc ty
chn nhm mc tiu c sn ca chng ti v kim tra cch cc ty chn hot ng vi mt
s chin dch mu. Nhp vo bt k ty chn no bn di bit thm thng tin.
Mo
Hu ht cc chin dch s thy gim s ln hin th khi chuyn t ty chn nhm mc tiu
mc nh. Chng ti khuyn bn ch nn thay i ty chn nhm mc tiu nu bn mun
tinh chnh lu lng truy cp m chin dch ca bn ang nhn.
Tip cn nhng ngi ang , ang tm kim hoc ang xem trang v v tr c nhm
mc tiu ca ti
Ty chn mc nh v c khuyn dng l Tip cn nhng ngi ang , ang tm kim hoc
ang xem trang v v tr c nhm mc tiu ca ti s cho php bn tip cn nhng ngi c
kh nng trn thc t sng v tr c nhm mc tiu cng nh nhng ngi th hin s
quan tm n v tr c nhm mc tiu ca bn.
V d:
Gi s bn c mt cng ty taxi c tr s ti Los Angeles v bn mun tip cn c nhng
ngi Los Angeles ang tm xe taxi, cng nh bt k ai quan tm n vic tm cng ty taxi
Los Angeles cho chuyn i sp ti.
Bng cch s dng ci t mc nh tip cn nhng ngi , ang tm kim hoc ang
xem trang v v tr c nhm mc tiu ca ti, qung co ca bn c th xut hin cho
nhng ngi Los Angeles ang tm kim taxi, cng nh mi ngi trn khp th gii ang
tm kim taxi Los Angeles nu ngn ng tm kim ca h cng l ngn ng bn chn
trong ci t nhm mc tiu theo ngn ng ca bn.
Ty chn nhm mc tiu: Tip cn nhng ngi , ang tm kim hoc ang xem trang v v
tr c nhm mc tiu ca ti
V tr mc tiu: Los Angeles
T kha mc tiu: taxi
Mng V tr ca ngi Tm kim hoc xem
trang v
Qung co s c
hin th?
Mng tm kim hoc
hin th
Los Angeles
taxi

Mng tm kim hoc
hin th
New York Taxi Los Angeles

Mng tm kim hoc
hin th
Los Angeles taxi n San Diego *
Mng tm kim hoc
hin th
Los Angeles Taxi San Francisco *
Ch Mng tm kim Los Angeles
(tt c tn min Google
tm kim)
taxi

Ch Mng tm kim Paris, Php Taxi Los Angeles

105

(tt c tn min Google
tm kim)
* Nu cng ty taxi ca bn cng mun tip cn khch hng mun di chuyn t Los Angeles n
San Diego (v gi nh bn c qung co ph hp cho cc loi khch hng ny), bn c th s
dng ty chn v tr nng cao mc nh thc hin vic ny, bi v t kha taxi s iu kin
xut hin cho bt k ngi dng no Los Angeles. Ngoi ra, nhng ngi Los Angeles
iu kin thy qung co c nhm mc tiu n Los Angeles ca bn khi h tm kim taxi
San Francisco, mc d h s him khi thy qung co ny trn Google do cc yu t v cht
lng qung co khc.

Tip cn nhng ngi v tr c nhm mc tiu ca ti
Tip cn nhng ngi v tr c nhm mc tiu ca ti cho php bn ch hin th qung co
cho bt k ai c coi l thc t sng trong khu vc bn nhm mc tiu.
Nu nhng ngi bn ngoi khu vc c nhm mc tiu ca bn bao gm cc cm t c lin
quan n v tr c nhm mc tiu ca bn trong tm kim ca h, h s khng thy qung
co ca bn. Khi s dng ty chn nhm mc tiu ny, v tr c quan tm chng hn nh cm
t v tr trong truy vn s b b qua.
V d:
Gi s cng ty taxi c tr s Los Angeles ca bn ch mun tip cn nhng ngi Los
Angeles ang tm kim xe taxi. Bn c th tip cn nhng ngi v tr c nhm mc tiu
ca mnh, tip cn khch hng c kh nng trn thc t sng Los Angeles khi h tm
kim t kha taxi, bt k tn min Google m h s dng thc hin tm kim.
Nu ai sng New York tm kim taxi Los Angeles, qung co ca bn s khng xut
hin ngay c khi v tr Los Angeles c trong tm kim ca ngi ny.
Ty chn nhm mc tiu: Tip cn nhng ngi trong v tr c nhm mc tiu ca ti
V tr mc tiu: Los Angeles
T kha mc tiu: taxi
Mng V tr ca ngi Tm kim hoc xem
trang v
gi thy qung co
ca bn
Mng tm kim hoc
hin th
Los Angeles
taxi

Mng tm kim hoc
hin th
New York Taxi Los Angeles

Mng tm kim hoc
hin th
Los Angeles taxi n San Diego *
Mng tm kim hoc
hin th
Los Angeles Taxi San Francisco *
Ch Mng tm kim Los Angeles
(tt c tn min Google
tm kim)
taxi

* Nu cng ty taxi ca bn cng mun tip cn khch hng mun di chuyn t Los Angeles n
San Diego (v gi nh bn c qung co ph hp cho cc loi khch hng ny), bn c th s
106

dng ty chn v tr nng cao mc nh thc hin vic ny, bi v t kha taxi s iu kin
xut hin cho bt k ngi dng no Los Angeles. Ngoi ra, nhng ngi Los Angeles
iu kin thy qung co c nhm mc tiu n Los Angeles khi h tm kim taxi San
Francisco, mc d h s him khi thy qung co ny trn Google do cc yu t v cht lng
qung co khc.
Tip cn nhng ngi ang tm kim hoc ang xem trang v v tr c nhm mc
tiu ca ti
Tip cn nhng ngi ang tm kim hoc ang xem trang v v tr c nhm mc tiu ca
bn cho php bn hin th qung co ca mnh cho bt k ai th hin s quan tm n v tr
c nhm mc tiu ca bn. Mi ngi c thth hin s quan tm n v tr bng cch bao
gm tn v tr trong tm kim ca h, bng cch xem ni dung v v tr hoc bng v tr h xc
nh trong ci t tm kim ca mnh.
Khi s dng ty chn nhm mc tiu ny, v tr thc t ca ngi b b qua.
V d:
Xem xt cng ty taxi Los Angeles ca bn mt ln na. Bn quyt nh bn mun tip cn
bt k ai Hoa K r rng ang tm kim taxi Los Angeles. Khch hng New York, San
Francisco hoc bt k ni no ca Hoa K tm kim taxi Los Angeles gi c th thy qung
co ca bn nu ngn ng ca truy vn ph hp vi ci t ngn ng ca bn.
Tuy nhin, nu khch hng Los Angeles ch tm kim taxi, ngi ny s khng th thy
qung co ca bn.
Ty chn nhm mc tiu: Tip cn nhng ngi ang tm kim hoc ang xem trang v v tr
c nhm mc tiu ca ti
V tr mc tiu: Los Angeles
T kha mc tiu: taxi
Mng V tr ca ngi Tm kim hoc xem
trang v
gi thy qung co
ca bn
Mng tm kim hoc
hin th
Los Angeles
taxi

Mng tm kim hoc
hin th
New York Taxi Los Angeles

Mng tm kim hoc
hin th
Los Angeles taxi n San Diego

Mng tm kim hoc
hin th
Los Angeles Taxi San Francisco

Ch Mng tm kim Los Angeles taxi

Ch Mng tm kim Paris
(tt c tn min Google
tm kim)
Taxi Los Angeles

So snh cc ty chn loi tr
107

Theo mc nh, bn s loi tr nhng ngi trn thc t sng , ang tm kim hoc ang xem
trang v cc v tr b loi tr ca bn. Ci t mc nh ny gip bn trnh nhn c hin th
cho khu vc b loi tr ca mnh, bt k liu ai c ang sng hay quan tm n cc khu vc
.
Bn c ty chn thay i ci t mc nh thnh ch loi tr nhng ngi ang sng v tr
b loi tr ca bn. Hy xem xt cc ty chn loi tr c sn ca chng ti v kim tra cch cc
ty chn hot ng vi mt s chin dch mu. Nhp vo bt k ty chn no bn di
bit thm thng tin.
Loi tr nhng ngi ang , ang tm kim hoc xem trang v v tr b loi tr ca ti
Vi ci t ny, chng ti s khng hin th qung co ca bn cho nhng ngi trn thc t
ang sng v tr b loi tr ca bn HOC cho nhng ngi th hin s quan tm n v tr
b loi tr ca bn bng cch tm kim, xem ni dung v hoc c ci t lin quan n v tr b
loi tr.
V d:
Bn mun m bo rng qung co ca hng thit b trt tuyt ca bn s khng xut hin
cho bt k ai tm kim thit b trt tuyt Utah v nhng ngi tm kim c th ang tm kim
ca hng trt tuyt ti Utah. Loi tr theo v tr thc t hoc mc ch tm kim ngn qung
co ca bn xut hin cho nhng ngi trn thc t sng Utah HOC nhng ngi tm
kim thit b trt tuyt Utah.
Ty chn loi tr: Loi tr nhng ngi , ang tm kim hoc xem trang v v tr b loi tr
ca ti
V tr mc tiu: Hoa K
T kha mc tiu: thit b trt tuyt
V tr b
loi tr
Mng V tr ca
ngi
Tm kim hoc xem
trang v
gi thy qung
co ca bn
Utah Mng tm kim
hoc hin th
Utah thit b trt tuyt


California thit b trt tuyt
Utah
Loi tr nhng ngi v tr b loi tr ca ti
Ci t ny ngn qung co ca bn xut hin cho nhng ngi c kh nng trn thc t sng
khu vc m bn loi tr. Nhng ngi trn thc t ngoi nhng khu vc ny vn c th
thy qung co ca bn.
V d:
Gi s bn s hu mt ca hng thit b trt tuyt Colorado c giao hng bt k v tr no
Hoa K. Bn nhn thy rng bn c doanh s bn hng rt t t Kansas, do , bn mun
chuyn thm ngn sch ca mnh sang cc khu vc khc. Bn quyt nh s dng loi tr v
tr thc t ngn qung co ca bn xut hin cho nhng ngi Kansas tm kim thit b
trt tuyt.
108

Ty chn loi tr: Loi tr nhng ngi v tr b loi tr ca ti
V tr mc tiu: Hoa K
T kha mc tiu: thit b trt tuyt
V tr b loi
tr
Mng V tr ca
ngi
Tm kim hoc xem
trang v
gi thy qung
co ca bn
Kansas Mng tm kim
hoc hin th
Colorado thit b trt tuyt


Colorado thit b trt tuyt
kansas

Kansas thit b trt tuyt

Cch chnh sa ty chn v tr nng cao ca bn
Nhp vo lin kt bn di c hng dn thay i ty chn nhm mc tiu nng cao hoc
loi tr ca bn.
Hng dn chnh sa ty chn nhm mc tiu hoc loi tr ca bn
Lu
cp nht cc ty chn v tr nng cao, bn s cn s dng mt trong cc loi chin dch
sau:
"Mng tm kim c la chn hin th - Tt c cc tnh nng"
Mng tm kim & hin th - Tt c cc tnh nng"
"Ch Mng tm kim - Qung co danh sch sn phm"
"Ch Mng tm kim - Qung co tm kim ng"
"Ch Mng tm kim - Tt c cc tnh nng"
"Ch Mng hin th - Tip th li"
Ch Mng hin th - Tt c cc tnh nng"
Nu bn c mt loi chin dch khc vi nhng loi c lit k trn, bn s khng th sa
i cc ty chn v tr nng cao ca chin dch. Tm hiu v cc loi chin dch AdWords.
chnh sa ty chn v tr nng cao ca bn, hy thc hin theo cc bc bn di:
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 Ci t.
5. Nhp vo Ty chn v tr (nng cao).
6. Nhp vo Chnh sa.
7. Nhp vo Chnh sa bn cnh Nhm mc tiu cp nht ty chn nhm mc tiu ca
bn hoc Loi tr cp nht ty chn loi tr ca bn.
8. Khi bn thc hin la chn ca mnh, hy nhp vo Lu.



109

5.9. Thit lp ngn ng mc tiu ca qung co
Nu bn c gng giao tip vi nhng ngi khng ni cng mt ngn ng, bn c l thy
kh truyn ti thng ip ca mnh. Tng t vi AdWords, bn mun cc qung co ca
bn n vi cc khch hng c th hiu chng. Chng ti s xem xt k cch nhm mc tiu
ngn ng m khch hng ca bn ni, do bn c th chc chn tip cn ng i tng.
Vi tnh nng nhm mc tiu theo ngn ng ca AdWords, qung co ca bn c th xut
hin cho khch hng s dng cc sn phm ca Google v trang web ca bn th ba theo ngn
ng m chin dch ca bn nhm mc tiu. iu ny gip m bo rng qung co ca bn s
xut hin trn cc trang web c vit bng ngn ng ca khch hng m bn mun tip cn.
Xem danh sch ngn ng y m bn c th nhm mc tiu bng cch xem phn "Ngn
ng" trong ci t chin dch ca bn.
Cch nhm mc tiu theo ngn ng hot ng trong AdWords
Nhm mc tiu theo ngn ng cho php bn chn ngn ng ca cc trang web m bn mun
qung co ca mnh xut hin. Chng ti hin th qung co ca bn cho cc khch hng s
dng cc sn phm ca Google (chng hn nh Tm kim hoc Gmail) hoc truy cp cc trang
web trn Mng hin th ca Google (GDN) c cng ngn ng. Qung co ca bn phi c
vit bng ngn ng m bn nhm mc tiu, bi v AdWords khng dch qung co hoc t
kha.
V d:
Gi s bn bn ht c ph trc tuyn v bn mun nhm mc tiu n khch hng ni ting
Ty Ban Nha. Bn thit lp chin dch AdWords c nhm mc tiu theo ting Ty Ban Nha,
vi qung co v t kha bng ting Ty Ban Nha. Min l ci t ngn ng giao din Google
ca khch hng ca bn c t thnh ting Ty Ban Nha, qung co c ph ca bn c th
hin th khi khch hng ni ting Ty Ban Nha tm kim t kha ca bn.
Nhm mc tiu theo ngn ng cng hot ng cho qung co chy trn Mng hin th ca
Google, tp hp cc trang web hp tc vi Google hin th qung co AdWords.
V d:
Nu doanh nghip c ph ca bn c qung co hnh nh cho c ph mi xay vi vn bn
qung co bng ting Ty Ban Nha, bn c th nhm mc tiu qung co ca mnh ch
chy trn cc trang web ting Ty Ban Nha.
Cch chng ti pht hin ngn ng
Mi tn min Google u c ngn ng mc nh. V d: Google.com mc nh theo ting
Anh, Google.fr mc nh theo ting Php, Google.cn mc nh theo ting Trung Quc v
tng t nh vy.
C th thay i ngn ng mc nh qua lin kt Ty chn trn trang ch ca Google. V
d: mt ngi ni ting Ty Ban Nha sng Hoa K c th mun thc hin tm kim
trn tn min Hoa K, Google.com nhng c th thay i ci t ngn ng giao din
sang ting Ty Ban Nha. Trong trng hp , ngi ny s thy cc qung co nhm
mc tiu theo ting Ty Ban Nha thay v ting Anh.
110

Cc cch khc m chng ti pht hin ngn ng
Mc d chin dch ca bn lun nhm mc tiu cc tm kim c ngn ng giao din ph
hp, chin dch ca bn cng c th nhm mc tiu cc tm kim hoc trang web trn
Mng hin th ca Google m chng ti pht hin c vit bng ngn ng mc tiu ca
bn.
V d:
C nm ngn ng m bn c th nhm mc tiu theo ngn ng trong AdWords khi
cc ch ci ca tm kim xc nh duy nht ngn ng tm kim: ting Hy Lp, ting Do
Thi, b phn ting Nht, ting Hn v ting Thi. Do , nu bn c t
kha (ting Hy Lp c ngha l hoa) trong chin dch nhm mc tiu ting
Hy Lp, qung co ca bn s iu kin xut hin bt c khi no khch hng tm
kim, ngay c khi ngn ng giao din ca khch hng c t l ting
Anh.
Trn Mng hin th ca Google, AdWords c th xem xt ngn ng ca cc trang m
khch hng ang xem hoc xem gn y xc nh cn hin th qung co no.
iu ny c ngha l chng ti c th pht hin ngn ng t cc trang m mt ngi
xem trong qu kh hoc trang m ngi hin ang xem.
V d:
Maya xem mt vi blog v nu n trn Mng hin th ca Google c vit bng
ting Nht v c xem qung co t cc chin dch c nhm mc tiu n ngi ni
ting Nht. C cng c th thy qung co bng ting Nht ngay c khi c c cc
blog khc trn Mng hin th c vit bng ting Anh v lch s xem ca c.
hm mc tiu qung co n Ba T
Nu bn ch nhm mc tiu qung co ca mnh n Ba T, chng ti s hin th
qung co ca bn cho nhng ngi bn ngoi Iran (da trn v tr m chng ti
xc nh t a ch IP ca h).
Nu bn nhm mc tiu qung co ca mnh n ting Ba T v cc ngn ng khc,
ng thi bn bao gm Iran trong mc tiu v tr ca mnh, chng ti c th hin
th qung co ca bn cho nhng ngi Iran.
T chc chin dch theo ngn ng
Ci t nhm mc tiu theo ngn ng c t cp chin dch, v vy, nu bn ang
nhm mc tiu nhiu ngn ng, chng ti khuyn bn nn to cc chin dch ring bit
cho tng ngn ng. Vic to chin dch ring bit cho tng ngn ng m bo rng
qung co bn vit bng mt ngn ng cng xut hin trn trang web c vit
bng cng mt ngn ng. iu ny c th hu ch nu bn ang nhm mc tiu qung
co ca mnh n cc nc a ngn ng, chng hn nh Canada hoc Hoa K v bn c
qung co bng a ngn ng.
Nu bn nhm mc tiu nhiu ngn ng trong mt chin dch, qung co ca bn c
th xut hin trn cc trang web bng cc ngn ng khc nhau v khng ph hp vi
ngn ng ca qung co ca bn.
111

Hy nh rng bn s lun mun to qung co bng ngn ng m bn nhm mc tiu,
bi v AdWords khng dch qung co hay t kha.
V d:
Gi s bn mun nhm mc tiu ngi ni ting Php v ting vi chin dch
qung co cho bnh sng b s-c-la ca mnh. Bn s mun to mt chin dch c
t kha bng ting Php v qung co c lin quan n bnh sng b s-c-la c
nhm mc tiu theo ting Php. Sau , to mt chin dch ring bit c cc t kha
bng ting v qung co c lin quan n bnh sng b s-c-la v ln ny, nhm
mc tiu chin dch theo ting . Tuyt!

Thit lp nhm mc tiu theo ngn ng
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 m ci t chin dch ca bn.
4. Nhp vo tab Ci t.
5. Bn cnh ngn ng, hy nhp vo Chnh sa.
6. Chn (cc) ngn ng ch ca bn. Trong v d ca chng ti, chng ti chn ch ting
Anh.
7. Nhp vo Lu.

112

6. nh dng qung co
To qung co ca bn
Qung co hnh nh
Mo to qung co vn bn thnh cng
iu g to nn qung co vn bn
To qung co hnh nh nhng kch thc khc nhau
S dng AdWords to qung co video
Cc loi qung co trn in thoi di ng
Nng cao qung co ca bn bng cc tin ch m rng
Hin th qung co vi xc nhn ca trang Google+
Chn nh dng qung co

Qun l qung co ca bn
Mc lin quan, r rng v chnh xc
Nguyn tc qung co ca Google
Hiu trng thi qung co ca bn
Kim tra trng thi ph duyt ca qung co ca bn
Qung co b tm dng v quy trnh ph duyt
Kim tra v hiu im cht lng

6.1. Qung co hnh nh
Chnh sch l g?
Qung co hnh nh l qung co xut hin cng vi hnh nh. Cc quy tc p dng cho qung
co vn bn thng cng p dng cho qung co hnh nh. m bo qung co hnh nh
ca bn ph hp, chng ti cng c cc yu cu b sung khi s dng nh dng qung co hnh
nh, nh sau. Chnh sch bn di p dng cho c qung co hnh nh c lp v qung co
hnh nh c to bng Th vin mu qung co.
Yu cu k thut
Qung co hnh nh tnh
Loi tp .JPEG
.JPG d phng
.PNG
.GIF
Kch thc tp 150 KB tr xung
113

Kch thc hnh
nh
Hnh ch nht dc: 240 x 400
Hnh ch nht di trn in thoi di ng: 320 x 50
Biu ng: 468 x 60
Hnh ch nht di: 728 x 90
Hnh vung: 250 x 250
Hnh vung nh: 200 x 200
Hnh ch nht ln: 336 x 280
Hnh ch nht trong dng: 300 x 250
Hnh ch nht ng: 120 x 600
Hnh ch nht ng rng: 160 x 600
Na trang: 300 x 600
Hnh ch nht di ln: 970x90
Biu ng ln trn thit b di ng: 320 x 100
Bin qung co: 970 x 50
Xem kch thc hnh nh mu

Qung co hnh nh ng
Loi tp .GIF
Kch thc tp 150 KB tr xung
Kch thc hnh nh Biu ng: 468 x 60
Hnh ch nht di: 728 x 90
Hnh vung: 250 x 250
Hnh vung nh: 200 x 200
Hnh ch nht ln: 336 x 280
Hnh ch nht trong dng: 300 x 250
Hnh ch nht ng: 120 x 600
Hnh ch nht ng rng: 160 x 600
Na trang: 300 x 600
Hnh ch nht di ln: 970x90
Biu ng ln trn thit b di ng: 320 x 100
Bin qung co: 970 x 50
Xem kch thc hnh nh mu
Tc v di hot
nh
di hot nh phi t 30 giy tr xung
Hot nh c th c lp li nhng phi ngng sau 30 giy
Qung co hot nh nh dng GIF phi t 5 fps tr xung

Qung co Flash
Loi tp .SWF (Flash)
Kch thc
tp
150 KB tr xung
Kch thc
hnh nh
Biu ng: 468 x 60
Hnh ch nht di: 728 x 90
Hnh vung: 250 x 250
Hnh vung nh: 200 x 200
Hnh ch nht ln: 336 x 280
Hnh ch nht trong dng: 300 x 250
Hnh ch nht ng: 120 x 600
Hnh ch nht ng rng: 160 x 600
114

Na trang: 300 x 600
Hnh ch nht di ln: 970x90
Biu ng ln trn thit b di ng: 320 x 100
Bin qung co: 970 x 50
Xem kch thc hnh nh mu
Tc v
di hot nh
di hot nh phi t 30 giy tr xung
Hot nh c th c lp li nhng phi ngng sau 30 giy
Qung co Flash phi t 20 fps tr xung
Phin bn
Flash
Quan trng
Hin ti, AdWords ch h tr Adobe Flash Player phin bn 4 n 10.1.
Nu qung co ca bn s dng bt k phin bn no khc (chng hn
nh 10.2), bn khng th ti qung co ln c.
Vic bao gm cc thng s ny c th khin qung co Flash khng hot
ng trong mt s trng hp.
Lu
Mt s kch thc qung co hnh nh ch c sn mt s vng.
Google hn ch hnh vi c m ha sau y:
Cuc gi thm: M qung co khng th thc hin cuc gi my ch bn ngoi cho
Javascript b sung hoc chc nng khc. Tt c chc nng phi c a phng ha
thnh chnh m.
Theo di b qua: Khng th thay i hnh vi qung co trnh hoc loi tr URL chuyn
hng ca AdWords.
Thay i ch: Qung co phi hng ngi dng n trang web c URL ch thch hp.
Khng nn m URL ch trong Khung ni tuyn ca chnh qung co.
m thanh c tch hp: Qung co ch c th cha m thanh c bt u bi ngi
dng.
Hnh vi tr chut: Qung co c th nh hng hoc thay i con tr chut (mi tn) ca
ngi dng trong thng s qung co nhng ngi dng c th ngng tng tc ny nu
qung co khng do ngi dng thc hin hoc qung co phi t ng ngng sau 5 giy.
S ngu nhin: Qung co c th khng bao gm m to hoc s dng s ngu nhin.
Cc hnh vi ph v khc: Qung co c th khng c thit k hoc m ha ph v
lu lng c bn v thng thng ca AdWords. iu ny bao gm (nhng khng gii
hn) qung co c hin th bnh thng cho ngi dng, Google ghi li hin th v nhp
chut dn ngi dng n URL ch c ch nh bi nh qung co trong ti khon
AdWords ca h.
bit thm chi tit v Flash, bao gm c im k thut chi tit, hy tham kho trung tm tr
gip Flash chnh thc.
Yu cu ni dung
B cc ha
Qung co phi chim ton b khng gian ca kch thc hnh nh bn chn v chng
khng th xut hin nm nghing hoc lt ngc. Qung co khng c phn on, cha
nhiu bn sao ca chnh qung co bn trong qung co hoc xut hin nhiu qung co.
115

Google cng khng cho php qung co m rng ngoi khung hoc cch khc xm phm trn
trang web.
Lu rng trong mi qung co hnh nh, chng ti s nh km lp ph ha thng tin nh.
Chng ti s khng nh li kch thc hnh nh ca bn ph hp vi yu t ny. Qung co
ca bn phi lun c gi bng kch thc nh dng gc y v tnh n yu t lp ph
ny. Nu qung co bn gi c nh li kch thc trc, c th c thm khong trng hin
th khi qung co ca bn c hin th. Bn c th xem trc qung co ca bn s xut hin
nh th no vi lp ph ny trong qu trnh to qung co khi to qung co hnh nh chun
hoc qung co hnh nh mu trong Th vin mu qung co.
Mc lin quan v cht lng
Qung co hnh nh phi c lin quan n trang web c qung co. Hnh nh qung co phi
r rng v c th nhn ra, vi vn bn d c. Chng ti khng cho php s dng hnh nh
khng r rng, m hoc khng th nhn ra c trong qung co.
nh sng nhp nhy v nh sng le ln
Google khng cho php qung co nn nh sng nhp nhy, nh sng le ln hoc cch khc
lm xao lng.
Bt chc ni dung trang web, bn tin hoc qung co vn bn
Google khng cho php qung co bt chc ni dung ca nh xut bn hoc lp ph hoc cc
bn tin v tnh nng. Qung co cng khng th cha cc nh chp mn hnh ca qung co
vn bn Google AdWords hoc cch khc m phng qung co vn bn AdWords theo bt k
cch no.
La nhp chut
Google khng cho php cc hnh vi qung co c th nh la ngi dng nhp chut vo
qung co:
Qung co khng th gi v l cnh bo h thng hoc trang web.
Qung co khng th bt chc hoc ging vi hp thoi, thng bo li, v.v... ca h iu
hnh Windows, Mac, Unix hoc Chrome.
Qung co nn th hin r rng l qung co v tch bit vi ni dung trang.
o Hnh nn qung co phi c giao din khc bit ca mt qung co.
o Sn phm hoc ngh qung co phi c nhn dng/qung b gn lin vi
thng hiu, biu tng hoc tn tui ca bn.
o Trn tt c qung co c nn mt phn mu en, trng hoc trong sut, bn phi
thm ng vin hin th c mu tng phn vi mu nn ch o ca qung co.
Hnh pht ti thiu i vi mt qung co vi phm l khng chp thun chin dch.

La nhp chut (qung co hot nh)
Google khng cho php cc hnh vi qung co sau y c th nh la ngi dng nhp chut
vo qung co:
Qung co khng th cho mc ch duy nht l tham gia cuc thi hoc chi tr chi hoc
ginh gii thng. Tuy nhin, qung co c th qung b nh cc n c v cuc thi u
trn trang web ca h.
116

Qung co c th m phng chut hoc hnh ng my tnh nh bt chc s chuyn
ng ca biu tng chut trong thng s qung co min l hiu ng r chut ngng sau
5 giy.
Qung co c th bt chc tnh nng hoc biu tng hot nh min l chc nng hot
ng hoc mc ch ca cc tnh nng ny c th t c trn trang ch.

La nhp chut (Qung co trong th vin mu qung co)
Google khng cho php cc hnh vi qung co sau y c th nh la ngi dng nhp chut
vo qung co:
Qung co c th bt chc tnh nng hoc biu tng hot nh min l chc nng hot
ng hoc mc ch ca cc tnh nng ny c th t c trn trang ch.

Trng thi gia nh
Google ch nh trng thi gia nh cho tt c qung co m bo qung co c hin th
cho i tng thch hp. Qung co hnh nh v ni dung m qung co ch n phi l "an
ton cho gia nh". Mi qung co hnh nh v trang web c kt hp ca qung co khng
th cha ni dung "khng an ton cho gia nh" hoc "ngi ln".
Ti c th lm g nu qung co ca ti b t chi?
Nu qung co ca bn b t chi v vi phm chnh sch ny, hy th xem xt cc mo sau y
gip gii quyt vn ca bn:
L do t
chi
iu ny c ngha
l g? By gi ti phi lm g?
di hot
nh khng
c chp
nhn
di hot nh
qung co ca bn
di hn 30 giy.
m bo rng di hot nh qung co ca bn t
30 giy tr xung.
B cc hnh
nh khng
chnh xc
B cc qung co
ca bn tri quy
nh hoc m
rng ngoi khung.
m bo rng qung co ca bn chin ton b khng
gian ca kch thc hnh nh chn. Qung co
khng c xut hin nm nghing hoc lt ngc v
cng khng c xut hin nh th nhiu qung co.
Ngoi ra, hy kim tra v m bo rng qung co ca
bn khng m rng ngoi khung hoc cch khc xm
phm trn trang web.
Ni dung
hnh nh
khng
c chp
nhn
Hnh vi qung co
ca bn ang
nh la ngi
dng nhp chut
vo qung co.
m bo rng qung co ca bn khng cha mo
qung co s nh la ngi dng nhp chut vo
qung co.
Cht lng
hnh
nh/video
km
Qung co ca
bn khng r rng
hoc khng th
nhn ra.
Xa tt c hnh nh khng r rng, m hoc khng th
nhn ra c khi qung co ca bn.
Ni dung
hnh
Qung co ca
bn cha ni dung
Chnh sa qung co ca bn bng cch xa mi ni
dung ngi ln hoc khng an ton cho gia nh.
117

nh/video
khng
c chp
nhn
khng c xem
l an ton cho gia
nh.

Lm cch no gi li qung co ca ti xem xt?
Nu qung co ca bn b t chi, bn c th gi li qung co ca mnh xem xt n gin
bng cch chnh sa qung co v sau lu qung co. trnh b t chi li, hy m bo
qung co ca bn tun th chnh sch ca chng ti v bn xa mi tham chiu n ni dung
khng c chp nhn trc khi lu qung co ca mnh.
Di y l cch chnh sa qung co ca bn:
1. Truy cp vo tab Qung co.
2. Di chut qua hng ca bng lit k qung co bn mun 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 .
3. Nhp vo Lu khi bn hon tt chnh sa qung co.
Sau khi chnh sa v lu qung co, ct Trng thi s thay i t "B t chi" sang mt trng
thi khc nh "ang xem xt" hoc " iu kin". Chng ti xem xt hu ht cc qung co
trong vng 1 ngy lm vic. Mt s xem xt c th mt thi gian lu hn v mt s qung co
yu cu xem xt phc tp hn.
iu g xy ra nu ti vi phm chnh sch ny?
Qung co b t chi: Qung co khng tun th chnh sch ny c th b t chi. Qung
co b t chi s khng th chy cho n khi vi phm chnh sch c x l v qung co
c chp thun.
V hiu tn min: Chng ti c th tm ngng trang web vi phm chnh sch ny, c
ngha l trang web c th khng cn c qung co vi AdWords cho n khi vn
c x l.
Tm ngng ti khon: Ti khon c th b tm ngng nu bn c nhiu vi phm hoc
mt vi phm nghim trng. Nu iu ny xy ra, tt c cc qung co trong ti khon b
tm ngng s ngng chy v chng ti khng th chp nhn qung co t bn na. Bt k
ti khon no c lin quan cng c th b ngng vnh vin v ti khon mi ca bn c th
t ng b ngng khi thit lp. Tm hiu thm v ti khon b tm ngng.

6.2. Mo to qung co vn bn thnh cng
Khng d bao gm mi th bn mun ni v doanh nghip ca mnh ch trong mt vi t.
Hy bt u bng cch dnh mt 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 chut!
118


Lm ni bt iu khin doanh nghip, sn phm hoc phiu mua hng
ca bn tr thnh 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.

Bao gm gi, khuyn mi v c quyn
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 hng bit h c th lm 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.

Bao gm t nht mt trong s cc t kha ca bn trong vn bn qung
co
Qung co vn bn thnh cng c xu hng cha cc t ph hp vi tm kim
ca mt ngi. Bao gm mt trong s cc t kha ca bn trong vn bn
qung co c th thu ht s ch ca nhng ngi tm kim t kha 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 mt 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.

Kt hp qung co vi trang ch ca 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 khng tm
thy nhng g h mong i s thy khi tip cn trang web ca bn, c th h s
ri khi.

Thu ht khch hng ang xem qung co ca bn trn thit b di ng
Khi khch hng ang di chuyn, mt s thng tin nht nh c th hu ch hn
cho h (nh v tr ca hng hoc s in thoi) hay thng 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 rng cuc gi (cn c gi l nhp gi) hoc tin
ch m rng v tr cung cp cho khch hng thng 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 URL hin th c ti u
ha cho in thoi di ng.
119


Th nghim
To t 3 n 4 qung co cho mi nhm qung co, th cc thng ip khc
nhau xem thng 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 di ra nhng ch
cho hng ha mi. tm khch hng c th ang tm kim my nh ny, bn quyt
nh chy mt qung co gim gi 20%. Qung co ca bn c th trng 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!
Qung co vn bn thnh cng c xu hng cha cc t i snh vi tm kim ca mt
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.
6.3. iu g to nn qung co vn bn
Tt c qung co trc tuyn v c bn u l nhng thng ip c th nhp, kt ni khch hng
vi trang web.
Qung co vn bn, phin bn n gin nht ca thng ip c th nhp, gm ba thnh phn:
dng tiu , URL 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 hm 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 di ti a
(hu ht cc ngn ng)
di ti a
(cc ngn ng 2 byte*)
120

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 Kng, 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 ti, t kha "qung co" s thu ht s ch ca nhng ngi ang
tm kim cc cch qung co trc tuyn. Chng ti c th hin th ti a 25 k t trong dng
tiu ca bn.
URL hin th
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 mt URL ch di hn, URL ny s a ngi nhp vo qung co ca bn ti v tr chnh
xc trn cng mt trang web c lin quan n chnh qung co . Mi ngi ch c th nhn
thy URL hin th trong qung co ca bn ch khng nhn thy URL ch.
URL hin th di
Chng ti c th hin th ti a 35 k t trn URL hin th ca bn do khng gian c gii hn. i
vi nhng ngn ng s dng k t 2 byte, nh ting Trung (gin th hoc phn th), ting Nht
hoc ting Hn, chng ti c th hin th ti a 17 k t trn URL hin th ca bn. Nu URL hin
th ca bn di hn di k t ti a, chng ti s rt ngn URL hin th ca bn khi chng ti
hin th qung co ca bn.
URL hin th c nng cao bng lin kt trang web
Bn c th thy rng URL hin th ca qung co vn bn ca bn bao gm mt tp hp
lin kt hin th v tr ca cc trang trn trang web ca bn. Chng ti 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.
121

i vi mt s nh qung co, chng ti 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 mt khch hng mun mua mt i dp xng an v c y tm kim "dp
xng an cho ph n". Chng ti 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
quyt nh mua mt i bt da mu nu v dp xng an mu hng t trang web
ca bn.
Lm th no hin th ng dn vi qung co ca 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 ti 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 khng. 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 ti s tnh ph bn mi ln mt 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 mt nhp chut bng cch t gi thu gi mi nhp chut (CPC).
Xem d liu hiu sut ng dn ca bn
Bn c th s dng phn on xem ng dn ca bn ang hot ng nh th
no. xem s ln ai nhp chut 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 chut". D liu
hiu sut ca bn s c bao gm trong loi nhp chut "ng dn".
M t
122

Cc dng cui cng trong qung co vn bn l ni bn m t sn phm hoc dch v mnh
ang qung co. Khng gian b gii hn, v vy hy chn t ng ca bn mt cch cn thn
nu bt cc chi tit v li ch quan trng nht. Chng ti 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 trng khc nhau.
S dng cc k t c bit vi qung co ca bn
Bn c th vit qung co ca mnh bng mt s ngn ng c h tr. Hu ht cc k t
khng 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 URL hin th.
i vi nhng ngn 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
URL hin th ca bn phi p ng gii hn k t ca chng ti. Chng ti 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 Cng c xem trc v chn on qung
co thay v tm kim trn Google.

6.4. To qung co hnh nh nhng kch thc khc nhau
Bn c mun to n tng cho khch hng bng ha hp dn khng? S dng qung co
hnh nh thu ht s ch ca mi ngi khi h duyt cc trang web trong Mng hin th ca
Google. Mng ny cha hng nghn trang web v ng dng, t nhng t bo trc tuyn n
blog n cc trang web ca Google, chng hn nh Blogger. Qung co hnh nh mang li cho
bn mt cch li cun khch hng vo trang web ca mnh, s dng kt hp ha v vn
bn.
Trong bi vit ny, bn s tim hiu v:
Kch thc qung co c h tr cho qung co hnh nh trn my tnh bn
Thit b di ng cao cp
Cch to qung co hnh nh
Cch s dng Th vin mu qung co
Nu bn duyt trang web v xem qung co ha ln trn u trang web, th sau bn
quen thuc vi qung co hnh nh trng nh th no. Di y l v d v qung co hnh nh
trn trang web thch hp (c t sng bng mu ):
123


C hp thi trang khng? Qung co hnh nh ca AdWords c th xut hin theo nhiu kch
thc c chp thun trc khc nhau, c o lng bng pixel. S dng hnh nh ch
cn tng nhn thc v thng hiu ca bn hoc tng s nhp chut v lu lng truy cp vo
trang web ca bn.
V d:
Gi s bn bn khn chong c an bng tay trc tuyn v bn mun to nhiu doanh s
bn hng hn. To qung co hnh nh gii thiu khn chong c v nhm mc tiu cc
trang web Mng hin th bn qun o v ph kin. Hoc c l bn ch mun nhiu ngi
hn tm hiu v thng hiu ca bn v khng nht thit phi lin quan n doanh s bn
hng. Trong trng hp , bn c th mun s dng qung co hnh nh trn blog hoc
din n cho nhng ngi am m an.
Kch thc v nh dng qung co c h tr
Trc khi to qung co trong AdWords, bn s cn chun b mt tp hnh nh c kch thc v
nh dng thch hp. Cc yu cu v kch thc v nh dng ph thuc vo v tr bn nh hin
th qung co -- trang web trn trnh duyt my tnh hoc trn thit b di ng.
Bn c th chy nhiu loi qung co, khng ch qung co hnh nh, t cng mt ti khon
AdWords v trong mt s trng hp, t cng mt chin dch. Tm hiu v cc loi chin dch
khc nhau v nh dng qung co c sn.
c im k thut cho qung co hnh nh trn trnh duyt my tnh
Cc nh dng tp c th chp nhn: .GIF, .JPG, .JPEG, .PNG, .SWF
Gii hn kch thc tp: 150 KB tr xung i vi tt c cc tp.
Cc kch thc qung co c h tr:
Hnh vung 250 x 250

124

Kch thc qung co ny c th xut hin u trang, bn cnh trang hoc cui
trang.
Hnh vung nh 200 x 200

Kch thc qung co ny c th xut hin u trang, bn cnh trang hoc cui
trang.
Biu ng 468 x 60

Kch thc qung co ny c th xut hin u trang, gia trang hoc cui trang.
Hnh ch nht di 728 x 90

Kch thc qung co ny c th xut hin u trang, gia trang hoc cui trang.
Hnh ch nht trong dng 300 x 250

Kch thc qung co ny c th xut hin u trang, bn cnh trang hoc cui
trang.
Hnh ch nht ln 336 x 280
125


Kch thc qung co ny c th xut hin u trang, bn cnh trang hoc cui
trang.
Hnh ch nht ng 120 x 600

Kch thc qung co ny c th xut hin bn tri hoc bn phi ca trang.
Hnh ch nht ng rng 160 x 600
126


Kch thc qung co ny c th xut hin bn tri hoc bn phi ca trang.
Qung co na trang 300 x 600
Hnh ch nht di ln 970 x 90

Kch thc qung co ny c th xut hin u trang, gia trang hoc cui trang.
c im k thut cho qung co hnh nh trn thit b di ng cao cp
Bn cng c th to qung co hnh nh hin th trn iPhones v cc thit b di ng cao cp
khc c trnh duyt HTML y .
Cc nh dng tp c th chp nhn: .GIF, .JPG, .JPEG, .PNG
Gii hn kch thc tp: 150 KB tr xung i vi tt c cc tp.
Cc kch thc qung co c h tr:
Hnh ch nht di trn in thoi di ng 320 x 50

Hnh vung nh 200 x 200
127


Hnh vung 250 x 250

Hnh ch nht trong dng 300 x 250

Mo
Khi bn to qung co, hy chc chn rng bn chn ci t thit b ph hp cho chin
dch ca mnh hin th qung co trn thit b di ng cao cp. Tm hiu thm v qung
co trn in thoi di ng cao cp
Bn cng c th to qung co hnh nh cho thit b c h tr WAP, thng c mn hnh
nh hn. Tm hiu thm v qung co hnh nh WAP
Cc mu qung co trn s xut hin ging nh trn trang web di ng XHTML. S xut hin
"thanh ngi dng" ca qung co -- bao gm th "[Qung co]" v URL hin th -- c th hi
khc nhau ty thuc vo ngn ng nh du ca trang.
Cc thng s b sung
Chng ti ch a ra cc thng s c bn trn. Vui lng kim tra chnh sch qung co
qung co hnh nh bit thm yu cu v qung co hnh nh ng, qung co Flash v
ni dung qung co ni chung. Hy chc chn rng bn c giy php cn thit cho hnh nh
bn ang s dng.
To qung co hnh nh ca bn
128

Nhp vo cc lin kt bn di xem hng dn tng bc v to qung co hnh nh
theo hai cch khc nhau sau y:
Ti ln qung co hnh nh chun: Nu bn c tp qung co chun b, hy ti ln tp
ny trong AdWords.
S dng mu qung co hnh nh trong Th vin mu qung co: Bn cng c th tn
dng cc mu c sn trong Th vin mu qung co to qung co ty chnh. Hy s
dng kt hp hnh nh bn ti ln v hnh nh m chng ti cung cp trong phng trng
by hnh nh lu tr ca chng ti v chnh sa ni dung hnh nh ca bn trong cng c.

Bn ang s dng Flash trong qung co ca mnh phi khng?
Khng phi tt c thit b u h tr Flash. gip bn tip cn khch hng s dng cc thit b
khng h tr Flash, AdWords c th to phin bn khng phi Flash cho qung co ca bn.
Bn s thy ty chn xem trc phin bn khng phi Flash cho qung co ca mnh khi bn
ti tp Flash ln. Bn khng thy ty chn ny? m bo rng tp SWF ca bn s dng
ActionScript 2.0 v trnh cc b lc hoc phi mu nu c th.
AdWords c th chuyn i Flash thnh HTML5, c th xem c trn hu ht my tnh bn,
my tnh bng v thit b di ng. Qung co chuyn i c th khng ging 100% so vi
qung co Flash m bn to, do hy m bo rng bn xem trc n trc khi lu. Hu
ht cc hnh dng, phng c nhng, hot nh dng thi gian, vn bn, on video, nt v tp
lnh c h tr, nhng khng h tr b lc hoc phi mu. H thng t ng xc nh phin
bn no ca qung co hin th, da trn thit b m khch hng ca bn ang s dng.
Mo
Bn nn bao gm vn bn trong qung co hnh nh, chng hn nh mt on ngn m t
sn phm hoc gi hnh ng tng thm sc mnh cho thng ip qung co ca mnh.
iu ny cng gip mi ngi nhn ra h thc s c th tham gia vi qung co ca bn
thay v gi s rng do h ch . Xem thm mo to qung co hin th hnh nh hiu qu
Bn mun gii thiu hnh nh sn phm ca mnh trn kt qu tm kim ca Google? Xem
xt vic to qung co sn phm.
Lu
Du "x" nh xut hin gc qung co hnh nh trn Mng hin th ca Google, nh trong v
d di y.
129


Khi mi ngi nhp vo "x", h cho Google bit rng h khng cn mun thy qung co t
tn min web ca qung co na. iu ny c ngha l trong tng lai, Google s c gng
trnh hin th cho mi ngi qung co c lin kt vi URL ca chin dch qung co ny.
V d: nu c ai tt qung co t mikesmountaineering.com, qung co cp tn min
ca mikesmountaineering.com cng nh cc trang c th nh
mikesmountaineering.com/hikingboots cng s b tt. Tnh nng ny gip ngi tiu dng
kim sot c qung co h xem v nh qung co khng cn tr tin hin th qung
co ti nhng ngi khng thch th vi cc qung co .

6.5. S dng AdWords to qung co video
Video trc tuyn l cch th v v tng tc thu ht mi ngi trn web v khuyn khch h
nhp qua trang web ca bn. Bn c ty chn qung co doanh nghip ca mnh bng
nhiu nh dng qung co trn Mng hin th ca Google, mng ca cc nh xut bn ni dung
web ca Google. YouTube c bao gm trong mng nh l mt trong cc i tc ca chng
ti. Video TrueView trong lung c th xut hin trn cc video trn YouTube (Trang xem trn
YouTube) v trn cc trang ca nh xut bn video, tr chi v ng dng trong Mng hin th
ca Google (bao gm YouTube).
C hai cch to v khi chy chin dch qung co video: AdWords cho video v Th vin mu
qung co. Cch m bn s dng ty thuc vo m hnh t gi v nh dng qung co bn
thch. Chng ti s gii thch s khc bit gia hai cng c bn c th lm vic vi cng c
ph hp cho nhu cu ca mnh.
S dng cng c ph hp cho mc tiu doanh nghip ca bn
Trang web ca nh xut bn c th tp trung vo video trc tuyn nh l mt phn trong ni
dung trang web ca chng hoc chng c th lm ni bt video nh l ni dung b sung hoc
qung co a phng tin. YouTube l mt trong nhng nh xut bn ln nht v mnh nht
ca Google m t ni dung video. C mt vi cch t c th qung co ca bn trong video
130

trn YouTube hoc trong video trn bt k trang web ca nh xut bn no trong Mng hin th
ca Google.
Cng c m bn nn chn to qung co video ty thuc vo mc tiu doanh nghip ca
bn:
Tip cn ngi xem vi t gi thu gi mi ln xem
Nu bn tp trung vo vic tip cn ngi xem vi ni dung video bng cch s dng t
gi thu gi mi ln xem(CPV), chng ti khuyn bn nn chn nh dng video
TrueView v s dng AdWords cho video. Vi m hnh t gi thu CPV ca TrueView, bn
ch tr tin khi ngi xem chn xem video ca bn, thay v mi khi qung co ca bn
c hin th.
S dng kt hp cc nh dng, t gi thu gi mi nhp chut (CPC) hoc gi mi
nghn ln hin th (CPM)
Nu bn tp trung vo cc nh dng video khc ca AdWords, t gi thu CPC hoc CPM
cho cc chin dch video ca mnh, bn phi to chin dch qung co hin th hnh nh
chun v to qung co bng Th vin mu qung co. Bn cng nn s dng Th vin
mu qung co nu bn mun s dng nh dng video v cc nh dng qung co
khng phi l video trong cng mt chin dch.
S dng AdWords cho video
AdWords cho video l cng c qun l chin dch c thit k c bit gip bn to chin
dch video trc tuyn nhanh hn. Khi bn to qung co video, bn s khng s dng Th vin
mu qung co. Thay vo , bn s s dng cc mu c o cho AdWords cho video v cc
nh dng TrueView ca YouTube.
Ch cc nh dng video TrueView, cng nh t gi CPV, mi c h tr.
Qung co video phi c lu tr trn YouTube.
Ty chn bo co bao gm mc chi tit b sung dnh ring cho qung co video khng c
trong phn cn li ca cng c qun l chin dch AdWords.
Chin dch ca bn ch c th cha cc nh dng video TrueView. Cc chin dch ny
khng c bao gm vn bn, hnh nh hoc cc nh dng qung co video khc.
S dng Th vin mu qung co
Th vin mu qung co l cng c to qung co cung cp cc nh dng qung co hin th
hnh nh khc nhau trong cc danh mc khc nhau, k c video. Bn c th truy cp vo cng
c khi bt u to qung co mi trn tab Qung cotrn bt k trang no trong ti khon ca
mnh.
Ngoi cc nh dng hin th chun, bn c th to nhiu nh dng video, mt s nh
dng khng c lu tr trn YouTube.
Bn s s dng cc mu c thit k trc c o cho AdWords.
Bn c th t gi qung co theo CPC, CPM hoc CPV*.
131

C th kt hp qung co vi cc nh dng qung co khc trong mt chin dch
AdWords, ngoi tr nh dng qung co video TrueView.
Lu
*Lu : Tt c nh dng TrueView l CPV v bo co ny ch c sn trong AdWords cho
video > Ch xem tt c chin dch video trong ti khon ca bn.

6.6. Cc loi qung co trn in thoi di ng
Ngy cng c nhiu ngi truy cp trc tuyn bng cc thit b di ng, iu quan trng l tip
cn c cc khch hng ca bn c khi h ang di chuyn. Vi AdWords, qung co ca bn c
th hin th trn tt c cc loi thit b di ng, bao gm c in thoi thng minh v in thoi
thng. Qung co hin th trn cc thit b di ng cao cp, chng hn nh in thoi thng
minh, c gi l qung co trn in thoi di ng cao cp v qung co hin th trn in
thoi thng c gi l qung co trn in thoi di ng WAP.

Qung co trn in thoi di ng cao cp
trn in thoi thng minh
Qung co trn in thoi di ng
WAP
trn in thoi thng

Qung co trn in thoi di ng cao cp
in thoi di ng cao cp, chng hn nh in thoi thng minh, c trnh duyt Internet hon
chnh v c th hin th cc trang web tng t nh cc trang web bn thy trn my tnh
bn. b cho vic kch thc mn hnh nh hn, cc thit b ny thng cho php bn phng
to v thu nh iu hng xung quanh trang d dng hn.
Qung co trn in thoi di ng cao cp c hai bin th: qung co vn bn v qung co
hnh nh.
Qung co vn bn trn in thoi di ng cao cp: Nhng qung co ny trng ging
nh qung co vn bn thng thng m bn thy trn my tnh bn. im khc bit
chnh l chng ti c th hin th nhiu qung co hn trn mi trang khi ai ang tm
132

kim trn my tnh bn v t qung co hn trn mi trang khi ai ang tm kim trn
thit b di ng.
qung co vn bn ca bn chy trn cc thit b di ng, ch cn m bo bn nng
cp ln chin dch nng cao. Vi chin dch nng cao, qung co ca bn c th hin th
trn tt c cc thit b, bao gm c in thoi thng minh v cc thit b di ng khc.
Qung co hnh nh trn in thoi di ng cao cp: Nhng qung co ny tng t
nh qung co hnh nh thng thng m bn thy trn my tnh bn. Tuy nhin, kch
thc ph bin nht cho qung co trn thit b di ng l biu ng 320 x 50.
qung co hnh nh ca bn chy trn thit b di ng, ch cn m bo rng chin dch
ca bn chn tham gia vo Mng hin th. chy trn ng dng di ng v trang web
c thit k cho thit b di ng, kch thc qung co hnh nh ca bn phi l 320 x 50.
Qung co trn in thoi di ng WAP
Thit b c h tr WAP cho php mi ngi duyt trang web trn in thoi di ng c thit
k c bit cho cc thit b di ng nh. Nhng trang web ny thng n gin hn nhiu so
vi trang web chnh thc m bn thng thy trn my tnh bn.
Qung co trn in thoi di ng WAP c hai bin th: qung co vn bn v qung co hnh
nh.
Qung co vn bn trn in thoi di ng WAP: Nhng qung co ny c hai dng vn
bn, vi ti a 12 hoc 18 k t mi dng, ty vo ngn ng bn s dng. URL trang web
ca bn xut hin trn dng th ba, nu bn mun nhp mt URL. Bn cng c th thm
lin kt "Gi" cho php khch hng gi cho bn trc tip t qung co ca bn.
Qung co hnh nh trn in thoi di ng WAP: Nhng qung co ny trng ging
nh bt k tp hnh nh no m bn ti ln.


to qung co trn in thoi di ng WAP, ch cn chn ty chn "Qung co trn in
thoi di ng WAP" khi to qung co mi. Nu bn to qung co hnh nh, th chin dch
ca bn cng cn phi c chn tham gia Mng hin th.
Mo
Bn khng cn c trang web trn in thoi di ng chy qung co trn in thoi di
ng. Thay vo , hy khch hng gi cho bn trc tip t qung co ca bn. Khi to
133

qung co trn in thoi WAP ca bn, ch cn chn "Kt ni khch hng vi s in thoi
doanh nghip ca ti mi ngi c th nhp gi" v lin kt "Gi" s xut hin trn
qung co ca bn.

6.7. Nng cao qung co ca bn bng cch s dng tin ch m rng
Tm hiu cch tin ch m rng qung co c th cung cp cho khch hng nhiu l do
nhp vo qung co ca bn
Chn loi tin ch m rng qung co tt nht nhm p ng cc mc tiu kinh doanh ca
bn
Nhn c nhiu gi tr nht t tin ch m rng bng cch hiu v ty chn t gi, t
gi thu v nhm mc tiu
Thit lp tin ch m rng u tin ca bn cho chin dch hoc chia s tin ch m rng
trn cc chin dch
Cung cp cho khch hng nhiu l do nhp vo qung co ca bn
Bng cch bao gm thng 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 rng qung co mang n cho khch hng nhiu l do hn na nhp vo qung co ca
bn. Tin ch m rng qung co xut hin cng vi qung co ca bn trn Google v trong
mt s trng hp trn ton b Mng hin th ca Google. Thm tin ch m rng vo chin
dch s khng mt ph, nhng nh mi khi, bn b tnh ph cho nhp chut ln qung co, cng
nh mt s tng tc nht nh ca ngi dng vi tin ch m rng qung co, chng hn nh
nhp vo nt gi.

Hu ht qung co c tin ch m rng 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 thng tin c lin quan hn cho ngi dng, chng ti kt hp tc ng d kin t
tin ch m rng 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 rng 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 rng 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 rng 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 rng, gi thu v
im cht lng ca bn) xc nh liu qung co ca bn c iu kin c hin th vi
tin ch m rng qung co hay khng, bn c th cn phi tng gi thu hoc im cht
lng (hoc c hai) tin ch m rng ca bn hin th.
134

Hu ht tin ch m rng qung co c to cp chin dch. Bn c th thit lp tin ch m
rng trong khi to chin dch ca mnh ln u tin hoc to tin ch m rng qung co mi
bn trong chin dch hin ti. Mt s loi tin ch m rng 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 khng cn bt k thit lp no.
Chn loi tin ch m rng qung co
Chn tin ch m rng da trn hnh ng bn mun mi ngi trn web thc hin khi h xem
qung co ca bn v loi thng tin bn mun qung b.

V d:
Gi s bn s hu mt 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 rng 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 rng qung co m bn c th s dng cung cp cho khch hng
thm thng tin v doanh nghip ca mnh:
Tin ch m rng v tr
Tr gip ngi tiu dng ln cn tm thy hoc gi n ca hng gn nht ca bn. Tm hiu
thm


135

Tin ch m rng cuc gi
Kt ni trc tip ngi dng vi doanh nghip ca bn bng in thoi. Tm hiu thm

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 hi
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


Tin ch m rng 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


136

Tin ch m rng nh gi
Trnh by cc nh gi tch cc v li khen tng bn di qung co ca bn. Tm hiu thm


Tin ch m rng phiu mua hng t ng
Qung b giao dch c cp trong vn bn qung co ca bn
Cch tin ch m rng phiu mua hng t ng hot ng
Lu
Cc tin ch m rng qung co sau c sn ton cu:
Lin kt trang web
Tin ch m rng cuc gi khng s dng s chuyn tip Google
Ch thch trn mng x hi
Tin ch m rng nh gi (ch ngn ng ting Anh)
tm hiu xem liu cc tin ch m rng khc c sn c ti v tr ca bn khng, hy truy
cp bi vit cho tin ch m rng , c lin kt trn.
Hiu chi ph ca bn
Bn c th thm bt k hoc tt c thng tin b sung ny vo qung co ca mnh m khng
mt thm chi ph. Vng, min ph! AdWords ch tnh ph bn cho mi nhp chut bn trong
qung co v tin ch m rng ca qung co, ti a hai nhp chut cho mi hin th. Bn
khng b tnh ph cho mi nhp chut ln tin ch m rng nh gi.
Chng ti s tnh ph bn cng mt 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 mt nhp chut
bng cch t gi thu gi mi nhp chut (CPC).
Tin ch m rng qung co cung cp thm c hi khch hng nhp vo v bn trong qung
co ca bn, nhng bn s khng b tnh ph nhiu hn 2 nhp chut cho mi hin th qung
co. Nhp vo mt s tin ch m rng (tin ch m rng x hi v tin ch xp hng ngi bn)
hon ton khng b tnh ph v Adwords c cc quy trnh lc ra bt k nhp chut trng lp
hoc nhp chut khng hp l no m chng ti pht hin.
Hiu ty chn nhm mc tiu v t gi thu 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 rng qung co ch c th xut hin trn Google.com.vn v mt s trang web
137

trn Mng tm kim ca Google, chng hn nh Google Maps (dnh cho tin ch m rng v tr),
v vy, khi bn thit lp chin dch, bn cn phi t gi thu gi mi nhp chut (CPC).
To tin ch m rng qung co
Mc d bn c th to bt k tin ch m rng qung co no bng cch thc hin theo cc
bc chung c trnh by trong bi vit ny, mi tin ch m rng qung co u c ring thit
lp, bo co v thc tin tt nht duy nht ca ring mnh. Hy truy cp vo bi vit cho tin ch
m rng bn mun to tm hiu thm (lin kt cho mi tin ch m rng c sn tr).
Lu
Bn khng thy tin ch m rng bn ang tm kim? Mt s tin ch m rng ch c sn 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
mt s tnh nng nh hng n vic phn pht qung co.
Mt s loi tin ch m rng nht nh, v d nh ch thch mng x hi, c to t ng v
khng yu cu cc bc bn di qun l chng.
To tin ch m rng u tin trong chin dch
Di y l cch to tin ch m rng 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 , hy 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 hp bn cnh loi tin ch m rng qung
co bn mun thm vo chin dch mi ca mnh.
o Nu bn to tin ch m rng qung co trong mt chin dch khc trong ti
khon ca mnh, bn c th chn s dng tin ch m rng hin ti (y cn c
gi l tin ch m rng dng chung). Tin ch ny gip bn tit kim thi gian v cng
sc to tin ch m rng tng t cho chin dch mi theo cch th cng.
S dng tin ch m rng dng chung
Khi bn to tin ch m rng mi trong qu trnh thit lp chin dch hoc sau , khi bn thm
tin ch m rng cho chin dch hin ti, bn s c cung cp ty chn b qua mt s bc
b sung bng cch s dng tin ch m rng hin ti. Bn cng c th chia s nhiu loi tin ch
m rng. V d: nu bn c tin ch m rng cuc gi v tin ch m rng lin kt trang web
trong mt chin dch, bn c th chia s cc tin ch m rng cho c hai loi trong chin dch
mi.
Xem v d: Thm ci t tin ch m rng v tr hin ti vo chin dch mi.
Chnh sa tin ch m rng dng chung: Khi bn chnh sa tin ch m rng dng
chung, thay i ny s c p dng cho tt c cc chin dch chia s tin ch m rng.
138

Nu bn ch mun thay i mt tin ch m rng cho mt trong cc chin dch c chia
s, bn nn to tin ch m rng mi v ring bit.
Xa tin ch m rng dng chung: Nu bn cn li t nht chin dch c tin ch m rng,
vic xa tin ch m rng khi chin dch khc s n gin c ngha l cc chin dch s
khng dng chung tin ch m rng. Nu bn ch c mt chin dch c tin ch m rng v
bn xa tin ch m rng ny th thay i ny l vnh vin v ci t tin ch m rng ca
bn s khng c lu.
S dng b lc cho tin ch m rng v tr dng chung: B lc c bao gm di dng
mt phn ca loi tin ch m rng ny.
V d:
Gi s bn to tin ch m rng v tr cho Chin dch "Gim gi giy nam" lin kt vi ti
khon Google a im v chia s tin ch m rng ny vi mt chin dch khc "Gim
gi giy n".
Ti khon Google a im c thng 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 rng 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
khng 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.


6.8. Hin th qung co vi xc nhn ca trang Google+
Google+ gip mi ngi d dng chia s ni 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 hi khng 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 hi:
Trang Google+ ca bn c URL c xc minh.
Tn min URL ca trang Google+ khp vi tn min URL ca qung co ca bn.
139

Trang Google+ ca bn cn c cc bi ng gn y, cht lng cao v mt 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.
Cch ch thch trn mng x hi hot ng
Qung co AdWords xut hin trn Google v mt s i tc tm kim iu kin hin th ch
thch trn mng x hi khi h thng ca chng ti pht hin trang Google+ ang hot ng v
c xc minh. Cc ch thch ny s c hin th khi h thng ca chng ti d on rng
chng s ci thin hiu sut chin dch. Di y bn s thy ch thch trn mng x hi trng
nh th no.

V d:
Bn s hu mt nh hng v to trang Google+ cho doanh nghip ca mnh. Bn cng to
chin dch AdWords c mt s qung co. Khi 100 ngi theo di trang Google+ ca nh
hng, qung co ca bn s hin th mt ch thch trn mng x hi cho bit trang ca bn
c 100 ngi theo di.
Cch ch thch trn mng x hi lm vic vi tnh nng AdWords
Di y l cch ch thch trn mng x hi lm vic vi cc kha cnh khc trong chin dch
qung co ca bn:
t gi: Bn s c tnh ph cho cc nhp chut 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 mt 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 mt 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 hi khc nhau.
guyn 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 hic trnh by trong Trung tm chnh sch AdWords. Mt s loi doanh
nghip nht nh khng iu kin hin th ch thch trn mng x hi.
Thm ch thch trn mng x hi vo chin dch
140

Ch thch trn mng x hi c th t ng hin th vi qung co ca bn, khng cn phi thit
lp hay qun l! Tuy nhin, c mt vi yu cu qung co ca bn iu kin hin th cc
ch thch t ng ny:
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 hi 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 ti 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 mt 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 hi c th khng hin th tt c thi gian trn qung co ca bn.
Vic ch thch c hin th hay khng ph thuc vo mt s yu t, bao gm c kch thc
ca ca s trnh duyt v tin ch m rng hoc thng tin khc hin th cng vi qung co
ca bn.
Bn c th chn khng tham gia hin th ch thch trn mng x hi 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 hi 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 mt 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 khng 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 hi:
141

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.

6.9. Chn nh dng qung co
Qung co vn bn xut hin dc theo kt qu tm kim ca Google ch l mt loi nh dng
qung co m bn c th to vi AdWords. Bn cng c th qung co sn phm v dch v ca
mnh bng qung co video, qung co hnh nh, qung co trn in thoi di ng WAP,
qung co ng dng v qung co ni dung k thut s, v.v...
Mi nh dng qung co u c cc li ch ring, cho d l vic chy qung co vn bn d
dng v c tnh kinh t hay cch k chuyn y mu sc cng vi video. Bn c th chy nhiu
loi qung co t cng mt ti khon AdWords v trong mt s trng hp, t cng mt chin
dch.
nh dng qung co c sn trong ti khon AdWords
nh
dng
M t Li ch chnh
Vn
bn
Ch t kha. *

Duy tr qung co mt cch
nhanh chng v d dng. Tip
cn khch hng khi h tm
kim trn Google.
Tin
ch
m
rng
qung
co
M rng qung co ca bn vi nhiu thng tin
hn, chng hn nh lin kt b sung cho trang
web, a ch ca hng hoc s in thoi ca bn.

Cung cp thm chi tit v
thng tin lin h c th lm
cho qung co ca bn lin
quan hn n khch hng.
Bn c th chn m rng
qung co cho thit b di ng
khc vi cch bn m rng
qung co cho my tnh bng
v my tnh.
Hnh
nh
ha tnh hoc tng tc. C th s dng qung
co hot nh dng .gif v nh dng Flash.
Trng by sn phm hoc dch
v ca bn theo cch trc
quan. Tip cn khch hng
trn cc trang web hp tc vi
Google.
142


in
thoi
di
ng
WAP
To qung co vn bn hoc qung co hnh nh
cho cc thit b di ng WAP.
Lu : Giao thc ng dng khng dy (WAP) l tiu
chun cho vic truy cp thng tin qua mng khng
dy dnh cho thit b di ng.

Kt ni vi khch hng ang di
chuyn, nhm mc tiu qung
co ca bn da trn v tr ca
h.
Qung
co
qung
b
ng
dng
Tng lt ti xung ng dng vi qung co qung
b ng dng.
a khch hng ca bn n
thng ca hng ng dng trc
tuyn, chng hn nh Google
Play Market hoc Apple App
Store. Lu : Qung co s ch
xut hin trn cc thit b
tng thch vi ni dung ca
bn.
Video Qung co video hin th trc tuyn. Chy qung
co video c lp hoc chn qung co video vo
ni dung video trc tuyn.
Cung cp tri nghim phong
ph v hp dn cho khch
hng. Tip cn khch hng
trn cc trang web hp tc vi
Google.
143


Qung
co
danh
sch
sn
phm
Qung co vn bn cha cc tnh nng sn phm
v thng tin t gi. Chuyn n trang mua sn
phm trn trang web ca bn.


Khuyn khch khch hng ca
bn tm hiu v cc sn phm
m bn bn trc khi h nhp
vo trang web ca bn.
* Qung co vn bn c th trng khc trn Mng hin th.
Loi chin dch v nh dng qung co
Cc nh dng qung co c sn cho bn ty thuc vo loi chin dch ca bn (Ch Mng tm
kim, Ch Mng hin th, Mng tm kim c Chn hin th, Mng tm kim & hin th) v loi
chin dch ph (chng hn nh Tiu chun hoc Tt c cc tnh nng). Tm hiu thm v cc loi
chin dch khc nhau c sn.
Ti y, bn c th xem nh dng qung co no c sn vi mi loi chin dch.
Loi chin
dch
Qun
g co
vn
bn
Qung
co
hnh
nh
Qung
co
ng
dng/n
i
dung
k
thut
s
Qung
co
trn
in
thoi di
ng
WAP
Qung
co
danh
sch
sn
phm
Qung
co tm
kim
ng
Qung
co
video
Mng tm
kim c
Chn hin
th - Tiu
chun


144

Mng tm
kim c
Chn hin
th - Tt c
cc tnh
nng


Mng tm
kim v
hin th* -
Tiu chun


Mng tm
kim v
hin th* -
Tt c cc
tnh nng


Ch Mng
tm kim -
Tiu chun


Ch Mng
tm kim -
Tt c cc
tnh nng




Ch Mng
tm kim -
Qung co
tm kim
ng



Ch Mng
hin th -
Tt c cc
tnh nng





Ch Mng
hin th -
ng dng
trn in
thoi di
ng



Ch Mng
hin th -
Tip th li



* Loi chin dch Mng tm kim v hin th khng c sn cho cc chin dch mi. Nu bn
mun qung co trn c Mng tm kim v hin th, hy chn loi chin dch Mng tm kim c
Chn hin th.
Lu
Nu bn chn Mng tm kim c Chn hin th - Tt c cc tnh nng hoc bt k loi chin
dch no trong Ch Mng hin th, bn s c quyn truy cp vo Th vin mu qung co,
145

mt cng c to qung co. Tuy nhin, nh dng qung co thc t c sn cho bn trong
Th vin mu qung co ph thuc vo loi chin dch c th m bn chn. Tm hiu thm
v Th vin mu qung co.

Cc bc chn nh dng qung co
1. Chn chin dch v nhm qung co m bn mun to qung co mi.
2. Nhp vo tab Qung co.
3. Nhp vo nt th xung + Qung co.
4. Chn nh dng qung co bn mun to v hon tt cc hng dn c th cho nh dng
qung co .
5. Nhp vo Lu qung co.
Sau khi bn lu qung co, bn s thy qung co mi ca mnh c lit k trong
tab Qung co. Tuy nhin, qung co c th khng chy cho n khi qung co c xem xt
hoc c chp thun, c th mt vi giy hoc vi ngy ty thuc vo nh dng.


6.10. Mc lin quan, r rng v chnh xc
Chnh sch l g?
Vn bn qung co phi c lin quan, r rng, chnh xc v m t cc sn phm hoc dch v
c cung cp.
Mc lin quan
Qung co v t kha phi lin quan trc tip n ni dung trn trang ch cho qung co
ca bn. Khi ngi dng xem qung co ca bn, h s c th hiu ra loi sn phm, dch
v hoc ni dung khc no m h s tm thy trn trang web ca bn.
Cc sn phm hoc dch v c qung b trong qung co ca bn phi c phn nh
trn trang ch. Ngoi ra, xem chnh sch tuyn b ca nh qung co.
S in thoi
Khng th s dng s in thoi v s in thoi v ngha ti bt k v tr no trong vn
bn qung co hoc trong tin ch m rng lin kt trang web, tr trng hp tn cng ty
l s in thoi thc (v d nh "1800-EXAMPLE"). S in thoi trong qung co gy nhm
ln cho ngi dng, h c th ngh rng mnh s c dn n phin cuc gi thay v mt
trang web. cho php khch hng gi cho bn trc tip t qung co ca bn, hy s
dng tin ch m rng cuc gi thay th.
R rng
Qung co khng th m phng cc thng bo hp th n email.
Qung co khng th c bt k dng vn bn b thiu, khong trng qu mc hoc li ng
php nghim trng no.
146

Qung co s dng tnh nng chn t kha phi ng ng php v logic, ng thi phi
dn n vn bn qung co c ngha i vi ngi dng.
Qung co khng th s dng cc cm t gi hnh ng, chng hn nh "nhp vo y"
hoc "nhp +1" c th p dng cho bt k qung co no, bt k ni dung. Khi nim ny
bao gm cc cm t trong dng th ba ca qung co dn n URL hin th ca bn,
chng hn nh "Hy xem trang web ny".
Chng ti to chnh sch ny gip ngi dng ca chng ti tm thy thng tin r rng,
chnh xc v cc sn phm hoc dch v m h ang tm kim.
V d:
Qung co mu C th chp nhn?
Google AdWords
adwords.google.com.vn
Qung co trc tuyn ph hp
Hy to chin dch ca bn ngay hm
nay!
C th chp nhn
Vn bn qung co r rng v mang tnh m t.
Ad Words, Word Ads
adwords.google.com.vn
Chng ti l nhng t
qung co th gii. Qung co!
Khng c chp nhn
Vn bn qung co khng r rng v gy nhm ln.
Google AdWords
adwords.google.com.vn

Hy to chin dch ca bn ngay hm
nay!
Khng c chp nhn
Vn bn qung co thiu dng vn bn.
(1) Yu cu kt bn
example.com
Bn b ca bn phi lng
bn. Tm hiu thm!
Khng c chp nhn
Vn bn qung co ang c gng m phng thng
bo hp th n hoc yu cu th.
Google AdWords
c ti khon, hy nhp vo y
Tm hiu thm. Truy cp vo trang web
ca chng ti ti:
adwords.google.com.vn
Khng c chp nhn
Khng cho php cm t "nhp vo y". Ngoi ra,
dng th 3 tip ni vi URL hin th cng khng c
php.
Tr chi min ph khng cn ti xung
example.com
Tm kim tr chi min ph khng
cn ti xung
Xem Tr chi min ph khng cn ti
xung
Khng c chp nhn
T kha c chn dn n mt qung co v ngha.
My nh DSLR
example.com/search/DSLR+Camera
Mua my nh DSLR
Tit kim nhiu tin!
Khng c chp nhn
Qung co khng ch ra r rng rng trang ch kt
qu l mt trang tm kim.
My nh DSLR
example.com/search/DSLR+Camera
C th chp nhn
147

Tm kim my nh DSLR
Tm nhng u i ln!
Qung co ny cp r rng rng ngi dng s c
th tm kim my nh DSLR.
Ti c th lm g nu qung co ca ti b t chi?
Nu qung co ca bn b t chi v vi phm chnh sch ny, hy th xem xt cc mo sau y
gip gii quyt vn ca bn:
Kim tra k qung co v t kha ca bn, ng thi m bo cc qung co v t kha
lin quan trc tip n nhng g ngi dng s nhn thy khi h nhp vo qung co
ca bn.
Hy chc chn rng sn phm hay dch v m bn qung b trong qung co c hin th
trn trang ch ca bn.
Xem li vn bn qung co ca bn v sa bt k qung co no c dng vn bn b thiu,
khong trng qu mc hoc li ng php nghim trng.
Thay v bao gm s in thoi trong vn bn qung co hoc lin kt trang web ca bn,
hy xem xt s dng tin ch m rng cuc gi.
Kim tra bit rng qung co ca bn khng m phng thng bo hp th n email
hoc gi mo cc yu cu hoc thng bo "bn b/ngi phi lng".

Lm cch no gi li qung co ca ti xem xt?
Nu qung co ca bn b t chi, bn c th gi li qung co ca mnh xem xt n gin
bng cch chnh sa qung co v sau lu qung co. trnh b t chi li, hy m bo
qung co ca bn tun th chnh sch ca chng ti v bn xa mi tham chiu n ni dung
khng c chp nhn trc khi lu qung co ca mnh.
Di y l cch chnh sa qung co ca bn:
1. Truy cp vo tab Qung co.
2. Di chut qua hng ca bng lit k qung co bn mun 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 .
3. Nhp vo Lu khi bn hon tt chnh sa qung co.
Sau khi chnh sa v lu qung co, ct Trng thi s thay i t "B t chi" sang mt trng
thi khc nh "ang xem xt" hoc " iu kin". Chng ti xem xt hu ht cc qung co
trong vng 1 ngy lm vic. Mt s xem xt c th mt thi gian lu hn v mt s qung co
yu cu xem xt phc tp hn.
iu g xy ra nu ti vi phm chnh sch ny?
Qung co b t chi: Qung co khng tun th chnh sch ny c th b t chi. Qung
co b t chi s khng th chy cho n khi vi phm chnh sch c x l v qung co
c chp thun.
V hiu tn min: Chng ti c th tm ngng trang web vi phm chnh sch ny, c
ngha l trang web c th khng cn c qung co vi AdWords cho n khi vn
c x l.
148

Tm ngng ti khon: Ti khon c th b tm ngng nu bn c nhiu vi phm hoc
mt vi phm nghim trng. Nu iu ny xy ra, tt c cc qung co trong ti khon b
tm ngng s ngng chy v chng ti khng th chp nhn qung co t bn na. Bt k
ti khon no c lin quan cng c th b ngng vnh vin v ti khon mi ca bn c th
t ng b ngng khi thit lp. Tm hiu thm v ti khon b tm ngng.

6.11. Nguyn tc qung co ca Google
Cc yu cu qung co ca chng ti c th tng kt bng Nguyn tc qung co ca Google
c hin th bn di. thc y tri nghim an ton v tch cc cho ngi dng ca chng
ti, mi qung co u c xem xt da trn cc nguyn tc qung co ny.


Tri nghim ngi dng
Qung co phi cung cp tri nghim tch cc cho ngi dng.
Vic hin th ng qung co vo ng lc cho ngi dng c th thc s nng cao tri
nghim ca ngi dng. Chng ti tin rng qung co c th c hiu qu, hp dn v hu ch
m khng lm phin ngi xem. Khi mi ngi nhp vo qung co ca chng ti, h tin
cy chng ti s cung cp cho h mt trang ch c lin quan, nguyn bn v d iu hng.


An ton v bo mt
Qung co phi an ton cho tt c ngi dng.
An ton ngi dng l cng vic ca tt c mi ngi v chng ti khng th kinh doanh vi
nhng ai khng ng . Gian ln, la o, vi rt, trojan v phn mm xu khc trn Internet,
tt c u gy tn hi gi tr ca Internet cho tt c mi ngi ngi dng, nh xut bn,
nh pht trin v nh qung co. Vic tm cch lch cc chnh sch hoc "nh la h thng"
l khng cng bng i vi ngi dng ca chng ti v chng ti khng th cho php iu
.
Qung co chnh xc
Qung co phi chnh xc v trung thc.
Qung co c th c tnh thng tin, th v, mang tnh n d hoc thm ch k mt cu chuyn.
Tuy nhin, mi tuyn b thc t v phiu mua hng phi lun ng tin cy v chnh xc.
Nhng qung co gy hiu lm, khng chnh xc v la o s gy tn thng cho mi ngi
ngi dng, nh xut bn, nh pht trin v nh qung co.
Tnh r rng v quyn ring t
Qung co khng c vi phm quyn ring t hoc s tin cy ca ngi dng.
Tnh r rng v quyn ring t l nguyn tc ct li ca cng ty m bn s thy trong nguyn
tc v phn mm v nguyn tc bo mt ca chng ti. Ngi dng phi bit khi no h ang
xem mt qung co v h phi c th d dng tm thy ngi s hu qung co . Chng ti
c gng ci m v trung thc vi ngi dng ca mnh v chng ti mong cc nh qung co
cng lm nh vy. Tng t, chng ti mong cc nh qung co v nh xut bn tn trng
thng tin c nhn ca ngi dng, bng vic tun theo cc tiu chun cht ch v vic tit l,
la chn, trch nhim v li ch ca ngi dng.
Php l
Qung co phi tun th cc lut v quy nh.
Nhiu sn phm v dch v c iu chnh bi php lut, c th khc nhau gia cc quc
gia. Tt c qung co, cng nh cc sn phm v dch v ang c qung co, phi tun th
mt cch r rng tt c iu lut v quy nh hin hnh.
Phn ln chnh sch ca chng ti khng c thit k nhm m t cc lut thc t mi
149

quc gia. Tt c cc nh qung co chu trch nhim ring v vic hiu r cc lut p dng
cho doanh nghip ca h. Cc chnh sch ca chng ti thng hn ch hn lut, bi v chng
ti cn phi m bo chng ti c th cung cp cc dch v hp php v an ton cho tt c
ngi dng.
Thng hiu ca Google
Qung co phi ph hp vi quyt nh v thng hiu ca Google.
Qung co phi ph hp vi quyt nh v thng hiu ca cng ty. Cng ty chng ti c vn
ha v gi tr bn vng v chng ti chn khng cho php nhng qung co qung b sn
phm v dch v khng ph hp vi nhng gi tr ny. Ngoi ra, ging nh tt c cc cng ty,
thnh thong Google a ra quyt nh da trn cc gii hn v k thut, rng buc v ti
nguyn hoc yu cu t cc i tc kinh doanh ca chng ti. Cc chnh sch ca chng ti
phn nh nhng thc t ny.


6.12. Hiu trng thi qung co ca bn
Ct "Trng thi" trong tab Qung co ca bn bo hiu qung co c ang hot ng hay
khng v l do ca trng thi qung co. Trng thi ca qung co phn nh nhng thay i m
bn thc hin cho qung co hoc chin dch ca qung co v qung co c c chp
thun hay khng da trn chnh sch ca AdWords.
i tm trng thi qung co 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 Qung co.
4. Hy xem ct "Trng thi", bn cnh "Qung co", xem trng thi ca qung co.

Cch din gii trng thi qung co ca bn
Ct "Trng thi" t tab Qung co hin th thng tin v trng thi hin ti ca qung co ca
bn ti thi im bn ng nhp. Di y l cc loi khc nhau ca trng thi qung co:
1. B tm dng
2. ang ch x l
3. kt thc
4. xa
5. ang xem xt
6. iu kin
7. c chp thun
8. Chp thun (khng dnh cho gia nh)
9. c chp thun (dnh cho ngi ln)
10. chp thun (c gii hn)
11. B t chi
150

12. Trang web b tm ngng
Di y chng ti s ch bao gm bn trng thi qung co m bn c quyn kim sot:
B tm dng: Khng hot ng bi v bn tm dng qung co. Tm dng qung co
c ngha l qung co ca bn khng hin th hoc tch ly cc chi ph mi cho n khi
c tip tc. Bn cng c th nhn thy "Chin dch b tm dng" hoc "Nhm qung co
b tm dng" t tab Qung co ca mnh nu bn tm dng chin dch hoc nhm
qung co c cha qung co ny. Ngay c khi qung co b tm dng, qung co vn
c xem xt. Chng ti xem xt qung co b tm dng m bo rng qung co tun
th chnh sch AdWords v iu lut hin hnh, v cng qung co c chp thun
khi ang xem xt c th chy ngay sau khi bn hy tm dng qung co.
ang ch x l: Khng hot ng nhng c lp lch bt u vo mt ngy trong
tng lai. Bn cng c th nhn thy "Chin dch ang ch x l" hoc "Nhm qung co
ang ch x l" t tab Qung co ca mnh nu chin dch hoc nhm qung co c cha
qung co ang ch x l ny.
kt thc: Khng hot ng bi v qu ngy kt thc c lp lch ca qung co.
Bn cng c th nhn thy "Chin dch kt thc" hoc "Nhm qung co kt thc" t
tab Qung co ca mnh nu chin dch hoc nhm qung co c cha qung co kt
thc ny.
xa: Khng hot ng bi v bn xa qung co. Xa qung co c ngha l qung
co khng hin th hoc tch ly cc chi ph mi cho n khi c kch hot li. Bn
cng nhn thy "Chin dch xa" hoc "Nhm qung co xa" t tab Qung co ca
mnh nu bn xa chin dch hoc nhm qung co c cha qung co ny.
Cc loi cn li l cc trng thi c lin quan n chp thun hoc t chi qung co ca bn.
6.13. Kim tra trng thi ph duyt ca qung co ca bn
Khi chng ti xem xt qung co ca bn xem liu qung co c tun th chnh sch ca
chng ti khng, chng ti s gn mt trong s nhiu trng thi ph duyt cho qung co. Nu
qung co ca bn khng hin th cho nhng ngi dng nht nh hoc nu qung co khng
h hin th, th l do c th do trng thi ph duyt ca qung co ca bn.
Mt s trng thi ph duyt, nh "c chp thun (dnh cho ngi ln)" hoc "c chp
thun (c gii hn)", ngha l qung co ca bn ch c th hin th cho mt s ngi dng nht
nh. Cc trng thi ph duyt khc, nh "B t chi" hoc "Trang web b tm ngng", ngha l
qung co ca bn hin khng th hin th.
Cch kim tra trng thi ph duyt ca qung co
1. Truy cp vo tab Qung co.
2. Nhn vo ct Trng thi.
3. Bn cnh mi qung co, bn s thy trng thi hin ti ca qung co.

151

Xem chi tit chnh sch cho tng qung co
Bn ang bn khon ti sao qung co ca mnh c mt s trng thi nht nh? Ct Chi tit
chnh sch c th cho bn bit thng tin v chnh sch no ang nh hng n trng thi ph
duyt cho qung co ca bn.
Di y l cch bt ct Chi tit chnh sch:
1. Truy cp vo tab Qung co.
2. Nhp vo nt Ct trong thanh cng c pha trn bng thng k.
3. Nhp vo Ty chnh ct.
4. Trong phn "Thuc tnh", nhp vo Thm bn cnh "Chi tit chnh sch".
5. Nhp vo p dng.
Sau khi thc hin cc bc trn, bn s nhn thy ct Chi tit chnh sch trong tab Qung
co ca bn. Ct ny cung cp cho bn thng tin chnh sch v cc trng thi ph duyt nht
nh:
Nu qung co ca bn c trng thi c chp thun (c gii hn), bn s bit chi tit
ti sao qung co b gii hn i vi mt s i tng nht nh.
Nu qung co ca bn c trng thi B t chi, bn s bit l do ti sao qung co
khng c chp thun. Nhp vo l do b t chi tm hiu thm v chnh sch , ri
sau thc hin cc thay i i vi qung co ca bn (v trang web, nu c) qung
co ca bn tun th chnh sch ca chng ti.
Nu qung co ca bn c trng thi Trang web b tm ngng, kim tra email ca bn
bit chi tit ti sao trang web ca bn b tm ngng t AdWords. Email s cho bn bit tn
ca chnh sch b vi phm, trang web vi phm v lin kt cho bn bit thm thng tin v
chnh sch v cch gii quyt vn .
Trng thi ph duyt
Chng ti s gn mt trong s cc trng thi ph duyt cho qung co ca bn trong v sau qu
trnh xem xt ca chng ti nu qung co tun th chnh sch qung co ca chng ti.
Trng thi c th cho php qung co ca bn chy:
c chp thun -- Qung co tun th chnh sch ca chng ti, do , qung co c
php hin th cho tt c cc i tng.
ang phn phi (qung co video) -- Qung co video c chp thun xut hin trn
YouTube.
Trng thi c th cho php qung co ca bn chy vi nhng gii hn:
iu kin -- Qung co vn ang c xem xt, nhng qung co c th hin th trn
cc trang tm kim ca Google trong thi gian ch i.
c chp thun (c gii hn) -- Qung co c th chy, nhng khng phi trong tt c
trng hp do cc hn ch v chnh sch, chng hn nh chnh sch xung quanh vic s
dng nhn hiu v qung co c bc.
c chp thun (khng dnh cho gia nh) -- Qung co c th chy, nhng khng phi
trong tt c trng hp do cc hn ch v ni dung m chng ti coi l "khng an ton cho
gia nh".
c chp thun (dnh cho ngi ln) -- Qung co c th chy, nhng khng phi trong
tt c trng hp do cc hn ch v ni dung ngi ln.
152

Trng thi c th ngn qung co ca bn chy:
ang xem xt -- Qung co vn ang c xem xt v khng th hin th cho n khi
qung co c chp thun.
Cha phn phi (qung co video) - Qung co video cha c chp thun xut hin
trn YouTube nhng ang c xem xt.
B t chi -- Qung co khng th chy nh bnh thng ngay by gi bi v qung co vi
phm chnh sch AdWords.
Trang web b tm ngng -- Qung co khng th chy bi v trang web m qung co
qung b vi phm chnh sch AdWords.
Hin khng phn phi (qung co video) -- Tt c cc nh dng (dng tiu , m t,
video, v.v...) ca qung co video u b t chi.
Gp s c (qung co video) -- Mt hoc nhiu nh dng ca qung co video b nh du
l "B t chi" hoc "c chp thun (c gii hn)".


6.14. Qung co b tm dng v quy trnh ph duyt
Tt c cc qung co trong AdWords u phi c xem xt, cho d qung co b tm dng
hay ang hot ng. Bng cch xem xt qung co b tm dng ca bn, chng ti c th gip
bn lm cho qung co ca bn sn sng khi bn sn sng chy qung co.
Chng ti s c gng ht sc xem xt tt c cc qung co trong chng trnh ca mnh
nhanh nht c th v chng ti xem xt hu ht qung co trong vng 1 ngy lm vic. Mt s
xem xt c th mt thi gian lu hn v mt s qung co yu cu xem xt phc tp hn.
Hy hnh dung bn s khi chy mt chin dch ln mi vo tun ti. Nu bn ch cho n tun
ti mi to qung co ca mnh, c kh nng nhng qung co s khng chy ngay lp tc v
c th mt thi gian qung co ca bn c xem xt. Bng cch to trc qung co ca
bn v sau tm dng chng, bn s c c hi tt hn c xem xt qung co sm v
sn sng tip tc khi ti lc bt u chin dch ca bn.
Sa li qung co b t chi b tm dng
Nu chng ti thy qung co b tm dng ca bn khng tun th Chnh sch qung co ca
chng ti, chng ti c th t chi qung co ny. Nu qung co b tm dng ca bn hin th
trng thi "B t chi" khi bn hy tm dng, hy thc hin theo cc hng dn ca chng ti v
cch chnh sa qung co b t chi.
Kim tra trng thi ph duyt ca qung co b tm dng
xem xem qung co b tm dng ca bn c chp thun hay b t chi, bt ct Chi tit
chnh sch bt k lc no. Di y l cch thc hin:
1. Chuyn n tab Qung co trong ti khon ca bn.
2. Nhp vo nt Ct trong thanh cng c pha trn bng thng k.
153

3. Nhp vo Ty chnh ct.
4. Trong phn "Thuc tnh", nhp vo Add bn cnh "Chi tit chnh sch".
5. Nhp vo p dng.
Sau khi thc hin cc bc trn, bn s nhn thy ct Chi tit chnh sch trong tab Qung
co ca bn. Ct ny cho bn bit qung co ca bn c c chp thun hay khng. Nu
qung co ca bn khng c chp thun, bn s thy mt hoc nhiu l do t chi. Nhp vo
l do b t chi tm hiu thm v chnh sch , ri sau thc hin cc thay i i vi
qung co ca bn (v trang web, nu c) qung co ca bn tun th chnh sch ca chng
ti.
Gi cho qung co ca bn khng b xem xt
to qung co v gi cho qung co khng b xem xt, bn c th to qung co ngoi tuyn
bng cch s dng AdWords Editor v sau , ti qung co ln ti khon ca bn khi bn
sn sng qung co c xem xt. Chng ti khuyn bn khng nn xa qung co trnh
xem xt v bn khng th tip tc li qung co mt khi xa. Ngoi ra, nu bn xa v to li
qung co ca mnh, th thng k ca qung co mi s bt u mc 0.
To s lng ln cc qung co cho chin dch trong tng lai
Nu bn chun b khi chy mt trang web mi v mun to trc qung co qung b
trang mi , hy thc hin theo cc bc bn di:
1. To trang web mi m bn mun tr n. gip gi trang web ny n thi im hin
ti, khng lin kt n trang web mi t phn cn li ca trang web ca bn.
2. S dng "cu hnh robots.txt" c m t ti y khng ln vi ch mc thu thp thng
tin. Bng cch ny, Google s khng hin th trang web mi ca bn trong kt qu tm
kim ca chng ti trc khi trang web chnh thc c khi chy.
3. To qung co ca bn v tm dng qung co ngay lp tc. Bn cng c th to qung
co ca mnh trong chin dch hoc nhm qung co b tm dng bn tip tc nhiu
qung co cng mt lc d dng hn.
4. Khi bn sn sng a chin dch vo hot ng, bn c th tip tc li qung co, chin
dch hoc nhm qung co b tm dng ca mnh, xa mi cu hnh robots.txt v thm
lin kt n trang mi.

6.15. 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 ti 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.
V d:
154

V gi s bn s hu mt trang web chuyn v v v Sam, mt khch hng, ang tm kim
v sc. S khng 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 mt 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 ti xem nh mt 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 chut hn, xut hin v tr cao hn v mang li cho bn nhiu thnh cng
nht.
Kim tra 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
mt vi cch kim tra im cht lng ca bn, nh sau.
Chy chn on t kha:
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.

Mt cch khc xem im cht lng ca bn l bt ct im cht lng:
1. Nhp vo tab Chin dch trn cng.
2. Chn tab T kha.
3. Tm ct im cht lng trong bng thng k. Nu bn khng nhn thy ct ny trong
bng ca mnh, bn c th thm ct 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 Thuc tnh.
o Nhp vo Thm bn cnh im cht lng.
o Nhp vo Lu.

155

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 mt im cht
lng s cung cp cho bn c tnh cht lng tng th ca t kha .
Cch chng ti tnh im cht lng
Mi khi c ai thc hin tm kim kch hot qung co ca bn, chng ti s tnh im cht
lng. tnh im cht lng ny, chng ti xem xt mt 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 mt phn ca CTR
trong qu kh ca t kha hoc tn sut t kha dn n nhp chut ln qung co.
CTR trong qu kh ca URL hin th ca bn: Tn sut bn nhn c nhp chut 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
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 cng 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 no n bn
im cht lng c s dng theo mt 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 chut khi t kha ca
bn c im cht lng cao hn.
c tnh gi thu 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
156

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 thu 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 rng qung co v nh dng qung co khc: Mt 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
rng qung co v nh dng qung co khc hay khng, chng hn nh lin kt qung
co. Do Xp hng qung co l mt 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 rng 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 ti hin th c lin quan, ph hp nht vi
thng tin m khch hng tm kim. Qung co c lin quan c xu hng nhn c nhiu nhp
chut hn, xut hin v tr cao hn v mang li cho bn nhiu thnh cng nht.


157

7. gn sch v t gi thu
Gii thiu ngn sch
t ngn sch cho chin dch ca bn
L do chi ph c th vt qu ngn sch hng ngy ca bn
Trnh ngn sch hng ngy b cn

Gii thiu t gi thu
Hiu khi nim c bn v t gi thu
Xc nh chin lc gi thu da trn cc mc tiu ca bn
iu chnh gi thu t kha ca bn
Chn s tin gi thu hiu qu vi bn
t gi thu gi mi nhp chut
Gi mi nhp chut nng cao (ECPC)
t gi thu gi mi nghn ln hin th
Chn gi thu cho chin dch trn Mng hin th ca bn

7.1. t ngn sch cho chin dch ca bn
Nu bn tng ln k hoch ngh mt, bn bit tm quan trng ca vic xc nh gii hn cho
s tin bn c th chi tiu trong khi cho php chi nhng khon ngoi d kin. Tng t nh
vy, AdWords cho php bn t ngn sch hng ngy cho cc chin dch ca mnh vi s linh
hot thay i ngn sch bt k lc no.
Quyt nh s tin chi tiu
Vi AdWords, bn chn ngn sch hng ngy cho mi chin dch da trn mc tiu qung co
ca bn v tng s tin bn c th chi tiu mi ngy.
V d:
Gi s chi ph nhp chut trung bnh l $0,10 v bn mun khong 100 nhp chut mi
ngy. Bn c th t ngn sch l $10 mi ngy.
S dng v d ny, di y l cch bn tm ra ngn sch hng ngy ca mnh:
$0,10 x 100 = $10 mi ngy (Gi mi nhp chut x S nhp chut mi ngy = Ngn sch
hng ngy)
Nu bn thng lm vic vi ngn sch qung co hng thng, bn c th tnh ton s tin m
bn c th t ngn sch hng ngy ca mnh bng cch chia ngn sch hng thng ca bn
cho 30,4 - s ngy trung bnh mi thng.
158

V d:
Gi s bn thng chi $304 mi thng cho qung co. tm ra ngn sch hng ngy ca
bn, bn chia $304 cho 30,4 v s nhn ngn sch hng ngy l $10.
S dng v d ny, di y l cch bn tm ra ngn sch hng ngy ca mnh:
304 / 30,4 = $10 mi ngy (Ngn sch hng thng / S ngy trung bnh mi thng = Ngn
sch hng ngy)
Bn cng c th to ngn sch c chia s, cho php bn phn b ngn sch trn nhiu chin
dch.
t ngn sch hng ngy ca bn
Ngn sch hng ngy ca bn p dng cho mt chin dch, khng p dng cho tt c cc chin
dch trong ti khon ca bn. Di y l cch t ngn sch hng ngy ca bn cho chin dch
mi:
1. ng nhp vo ti khon AdWords ca bn ti http://adwords.google.com.vn.
2. Nhp vo tab Chin dch.
3. Nhp vo +Chin dch mi v chn loi chin dch bn mun to:
o "Mng tm kim c la chn hin th"
o "Ch Mng tm kim"
o "Ch Mng hin th"
4. Trn trang "Chn ci t chin dch", hy cun n phn "t gi thu v ngn sch" v
nhp ngn sch hng ngy ring l hoc s dng ngn sch c chia s.
5. Hon tt (hoc b qua) vic chn ci t chin dch khc ca bn v nhp vo Lu v tip
tc.
Mo
hn xut. AdWords hin th ngn sch c xut cho cc chin dch lin tc p
ng ngn sch hng ngy ca chin dch nhng c tim nng kim c nhiu nhp chut
v hin th hn. Tm hiu cch tm rangn sch hng ngy c xut.
ng t v sau b qun. Hy thng xuyn kim tra ti khon ca bn tm nhng
chin dch b gii hn bi ngn sch hoc cn tin. Ngn sch b gii hn c th c ngha l
t nhp chut v hin th hn bn c th kim c, trong khi ngn sch tng ln c th
thc s lm tng gi mi nhp chut ca qung co nu bn s dng t gi thu t
ng. Bn c th kim tra ct Trng thi trn tab Chin dch xem liu c bt k chin
dch no ca bn cho thy trng thi "B gii hn bi ngn sch" hay khng.

Thay i ngn sch hng ngy ca bn bt k lc no
Bn c th thay i ngn sch hng ngy ca mnh bt k lc no v nhiu ln nh bn mun.
Khi thay i ngn sch chin dch hng ngy, bn s thy nhng iu chnh ny ngay lp tc
trong ti khon ca mnh. Da vo thi im bn chnh sa ngn sch ca mnh, cch m chin
159

dch ca bn tiu th ngn sch c th khc nhau. Di y l nhng g s xy ra vi ngn sch
da trn thi im hoc tn sut thay i ca bn:
Gia
ngy
Chin dch thng s chi tiu khong 50% ngn sch trong na ngy u tin v
phn cn li trong na ngy sau. Tuy nhin, nu nhu cu cho qung co ca bn xy
ra sm nht trong ngy, bn c th chi tiu 70% ngn sch hng ngy trong bui
sng. Nu bn thc hin thay i ngn sch vo khong gia tra, bn c th chi
tiu thm 50% ngn sch hng ngy mi ca mnh vo bui chiu, c th dn n
tng chi tiu trong ngy hi nhiu hn so vi ngn sch hng ngy c hiu lc trong
ngy . Kt qu ny dn n t thc t h thng c thit k lm cho nhng
ngy c lu lng truy cp thp hi vt qu ngn sch hng ngy ca bn vo
nhng ngy c lu lng truy cp cao hn, min l chng ti khng bao gi vt
qu gii hn tnh ph hng thng ca bn.
Nu bn gim ng k ngn sch hng ngy, th cng c th phn phi qung
co ca bn s gim ng k cho thi gian cn li trong ngy.
hiu
ln mt
ngy
Bn s b tnh ph da trn ngn sch hng ngy cao nht m bn chn cho ngy
.
Gia
thng
Bn s b tnh ph trong thng khng nhiu hn ngn sch mi nhn vi s ngy
cn li trong thng cng vi tng s tin chi tiu cho chin dch trc khi thay i
ngn sch.
V d: nu vo ngy 24 thng 11, ngn sch hng ngy ca bn l 5 la M v bn
chi tiu 113 la M cho thng ny v vo cng ngy, bn thay i ngn sch
hng ngy ca mnh thnh 10 la M, bn s b tnh ph khng nhiu hn nh sau:
$113 chi tiu cho n thi im ny + ($10/ngy X 7 ngy cn li) = $183
hiu
ln mt
thng
Tnh ton tng t s p dng cho vic thay i ngn sch ca bn vo gia thng.
Lu
Ngay c khi bn khng c tnh thay i ngn sch chin dch hng ngy ca mnh, nhng hnh
ng sau y u c xem l thay i ngn sch ( tnh s tin ti a bn s b tnh ph trong
thng theo lch):
Thay i ngy kt thc chin dch ca bn.
Thay i ch phn phi ca bn (phn phi bnh thng hoc phn phi nhanh).
Chn mi gi khc cho ti khon AdWords ca bn.
Tm hiu cch chn mi gi v mi gi nh hng n chu k ngn sch ca bn nh th
no.

160

7.2. L do chi ph c th vt qu ngn sch hng ngy ca bn
AdWords gip bn ti a ha li tc u t (ROI) bng cch xem nhng ngy c lu lng truy
cp tm kim cao hn v sau hin th qung co ca bn thng xuyn hn vo nhng ngy
. Khi iu ny xy ra, tng chi ph hng ngy ca bn c th nhiu hn ti a 20% so vi ngn
sch hng ngy thng thng ca bn nhng AdWords s ngn khng cho chin dch ca bn
chi tiu qu kh nng trong c thng da trn gii hn tnh ph hng thng.
Khi chi ph chin dch nhiu hn ngn sch hng ngy ca chng
Nu bn nhn thy rng tng chi ph hng ngy ca mt chin dch qung co nhiu hn s
tin bn lp ngn sch cho ngy , iu c ngha l chin dch ca bn chi tiu ngn sch
nhiu hn vo nhng ngy c lu lng truy cp tm kim cao hn v t hn vo nhng ngy c
lu lng truy cp thp hn. Bng cch ny, ti a 120% ngn sch chin dch hng ngy ca
bn c th c s dng hin th qung co vo cc ngy nht nh trong tun hoc vo thi
im nht nh trong thng da trn dao ng trong lu lng truy cp, nhng khng nhiu
hn s tin bn chi tiu vo chin dch mi thng.
Lu lng truy cp tm kim c th dao ng v nhng l do sau:
1. Cho d l ngy cui tun hay ngy trong tun
2. Tnh thi v v ngy l
3. S kin a chnh tr v vn ha
Gim ngn sch hng ngy ca bn cho cc ngy khc trong thng gip chin dch ca bn tip
cn khch hng tim nng ca chng. Tuy nhin, trong trng hp chi ph vt qu gii hn
120%, bn s vn ch b tnh ph cho 20% vt qu ngn sch hng ngy ca mnh.
V d: nu ngn sch hng ngy ca bn l 10 la M mi ngy v bn tch ly chi ph 15
la M vo mt ngy nht nh, bn s ch b tnh ph 12 la M. AdWords s dng gii hn tnh
ph hng thng ngn bn v tnh b tnh ph qu mc.
Gii hn tnh ph hng thng
Mc d chi ph chin dch ca bn c th trn ngn sch hng ngy 20% vo mt ngy nht nh
bt k, AdWords s s dng gii hn tnh ph hng thng. Min l ngn sch ca bn nht qun
trong sut c thng, bn s khng b tnh ph nhiu hn ngn sch hng ngy nhn vi s ngy
trung bnh trong mt thng, 365 ngy trong mt nm 12 thng hoc 30,4 ngy/thng.
V d:
Nu ngn sch ca bn l 10 la M mi ngy trong sut c thng, th s tin ti a bn s
b tnh ph l 304 la M (ngn sch hng ngy 10 la M x trung bnh 30,4 ngy mi
thng) trong chu k thanh ton .
161

Nu ngn sch ca bn c cng gi tr trong sut mt thng v bn tch ly chi ph trong mt
thng theo lch nhiu hn gii hn hng thng cho php, bn s ch b tnh ph cho gii hn
hng thng ca mnh. V d: nu ngn sch hng ngy ca bn l 10 la M mi ngy trong
sut mt thng (gii hn tnh ph hng thng 304 la M) v bn tch lu chi ph 310 la
trong mt thng theo lch th bn s ch b tnh ph 304 la.
Tuy nhin, gii hn tnh ph hng thng s khng c s dng nu ngn sch hng ngy ca
bn thay i trong sut thng, mc d gii hn hng ngy 120% vn c p dng. i vi
nhng chin dch b tm dng gia thng hoc chin dch khng chy mt thng, bn c
th thy s khc bit gia ngn sch hng ngy trung bnh v tng chi ph ca mnh.

7.3. Trnh ngn sch hng ngy b cn
Nu bn c mt ngn sch hn ch, bn mun tn dng ti a tng xu bn chi tiu cho chin
dch qung co ca mnh. Khi ngn sch b gii hn, qung co ca bn khng th hin th
thng xuyn nh bn mun -- hoc c th hon ton khng hin th. Thay v ngng chin dch
v b l nhp chut hoc chi tiu nhiu hn kh nng ca bn, chng ti s chia s mt s k
thut chi tiu ngn sch ca bn hiu qu hn.
Gim gi thu cho cc chin dch "b gii hn bi ngn sch" c kh nng gim gi mi
nhp chut trung bnh.
Cho php AdWords t ng t gi thu cho bn nhn c nhiu nhp chut nht c
th vi ngn sch hng ngy hin ti cho chin dch ca bn.
Chn "Phn phi bnh thng" cho qung co ca bn, thay v "Phn phi nhanh".
Xem xt ngn sch c xut c tnh xem cch ngn sch khc c th ci thin
hiu sut ca bn.
Gim gi thu ca bn trong cc chin dch "b gii hn bi ngn sch"
Mc d phn trc gic, vic gim nh gi thu trong cc chin dch "b gii hn bi ngn sch"
c kh nng gip bn kim c nhiu nhp chut hn. Gim gi thu cho cc chin dch b
rng buc ngn sch c th lm gim s tin trung bnh bn tr khi c ai nhp vo qung
co ca bn, c kh nng ngn sch ca bn ko di hn v nhn c nhiu nhp chut hn.
Tuy nhin, gim gi thu qu nhiu c th dn n t nhp chut hn nu gi thu ca bn
khng cn cnh tranh na. Nu bn chn gim gi thu, hy kim tra chin dch vi ngy sau
m bo rng bn khng gim gi thu ca mnh qu nhiu. Tm hiu cch chnh sa gi
thu ca bn
Cho php AdWords t ng t gi thu cho bn
Gii php thay th cho vic gim gi thu ca chnh bn l cho php AdWords t ng iu
chnh gi thu cho bn. Khi AdWords t ng t gi thu cho bn, thay i gi thu gi ti a
mi nhp chut (CPC) ca t kha hoc v tr, gi thu s vn nm trong ngn sch hng
ngy mc tiu m bn t cho chin dch . Tm hiu thm v t gi thu t ng
162

Cch cho php AdWords t ng t gi thu thay mt bn
Lu : t gi thu t ng khng sn c vi cc tnh nng sau:
"Ch Mng hin th - ng dng trn in thoi di ng" loi chin dch
iu chnh gi thu da vo ngy v gi
1. Nhp vo tab Ci t trong chin dch bn mun chnh sa.
2. Cun n phn "Chin lc t gi thu" v chn "AdWords s t gi thu gip ti a
ha s nhp chut trong phm vi ngn sch mc tiu ca ti"
3. Nhp ngn sch hng ngy cho chin dch ca bn.
4. Nhp vo Lu v tip tc.
Thay i cch phn phi ca bn t "hanh" sang "Bnh thng"
Hy ngh rng "Phn phi nhanh" ging nh nhin liu my bay phn lc. Cch ny c kh nng
s dng ht ngn sch hng ngy ca chin dch sm trong ngy bng cch hin th qung co
ca bn nhanh hn cho n khi t n ngn sch ca bn. "Phn phi bnh thng" ging nh
ngn nn chy chm. Cch ny tri rng phn phi qung co ca bn ng u hn sut c
ngy.
Nu bn ang s dng t gi thu th cng, chin dch ca bn s c t thnh "Phn phi
bnh thng" theo mc nh. Khng th s dng "Phn phi nhanh" vi t gi thu t ng.
Cch thay i cch phn phi
1. ng nhp vo ti khon AdWords ca bn ti http://adwords.google.com.vn
2. Chn tab Ci t trong chin dch bn mun chnh sa.
3. Trong phn "t gi thu v ngn sch", hy nhp vo + Cch phn phi (nng cao) v
sau nhp vo lin kt Chnh sa.
4. Chn "Chun: Hin th qung co ng u theo thi gian".
5. Nhp vo Lu.

Tm "ngn sch c xut" cho chin dch ca bn
AdWords hin th ngn sch c xut cho cc chin dch lin tc p ng ngn sch hng
ngy ca chin dch nhng c tim nng kim c nhiu nhp chut v hin th hn. Bn c
th s dng chng c tnh cch ngn sch mi c th ci thin kh nng hin th qung co
ca chin dch. Nhng xut ny da trn phn tch chi tit v hiu sut ca chin dch trong
15 ngy qua, cng vi cc yu t khc c lit k bn di:
Hiu sut chin dch gn y
Ngn sch chin dch hin ti
Danh sch t kha
Ci t nhm mc tiu theo chin dch
AdWords s khng hin th ngn sch hng ngy c xut nu bn him khi p ng ngn
sch hng ngy hoc nu chin dch ca bn hn ch d liu. Nu bn khng thy ngn sch
163

c xut v bn bit qung co khng c hin th thng xuyn nh chng c th do
ngn sch ca bn b gii hn, bn c th mun xem xt tng ngn sch vi s tin m bn cm
thy ph hp vi mnh.
Cch tm ngn sch c xut ca chin dch

1. Chn tab Ci t trong chin dch bn mun chnh sa.
2. Bn cnh "Ngn sch", nhp vo Chnh sa.
3. Nhp vo Xem ngn sch c xut.
4. Xem li ngn sch hng ngy mi c xut, nu c, bao gm bt k hng dn no v
lu lng truy cp tim nng. Khi bn quyt nh ngn sch mi ca mnh s l bao nhiu,
hy nhp s tin mi.
5. Nhp vo Lu.

Cch tnh xut ngn sch
xut ngn sch da trn t kha v c xc nh bi tng s ln qung co ca bn c th
hin th nu bn c ngn sch khng gii hn. Ni cch khc, AdWords xem xt tn sut
qung co ca bn khng iu kin hin th da trn cc gii hn ngn sch.
Khi , AdWords so snh s ln hin th tim nng ny vi tn sut ngi no thc s nhp
vo qung co ca bn (t l nhp hoc CTR) v thc t cc nhp chut ca bn tn bao nhiu
chi ph (gi mi nhp chut thc t hoc CPC ca bn). So snh ny cho thy ngn sch ca bn
phi l bao nhiu p ng tt hn lu lng truy cp c sn cho bn.
xem xt lu lng truy cp tm kim v chi ph c th bin ng, xut ngn sch ca bn
s kt hp cc c tnh ca tng ngy ring bit. iu ny c ngha l ngay c khi doanh nghip
ca bn theo chu k tc l bn thng thy nhng t bin v lu lng truy cp trong c
tun ngn sch c xut da vo s lng lu lng truy cp trung bnh.
Mc d chng ti c th tnh ngn sch ca bn phi l bao nhiu trang tri tt c lu lng
truy cp c th c, chng ti khuyn bn khng nht thit phi b ra ton b s tin . Ngn
sch c xut ca bn c gng nm bt nhiu hin th qung co hn m khng thay i
ngn sch ca bn mt cch t ngt.
V d:
Nu ngn sch hng ngy hin ti ca bn l $10 v chng ti thy ngn sch cn phi l
$100 nm bt tt c lu lng truy cp c th c, nn s tin c xut c th t hn,
chng hn nh $20 (s tin c th khc nhau ty thuc vo ngn sch hin ti v lu lng
truy cp tim nng ca bn).

7.5. Hiu khi nim c bn v t gi thu
164

AdWords cung cp cho bn mt s cch t gi thu cho qung co ca mnh, ty thuc vo
cch no quan trng nht vi bn v doanh nghip ca bn. Hu ht cc nh qung co u tp
trung vo s nhp chut, s ln hin th hoc chuyn i.
V bn ang qung co trn AdWords, bn c th c mc tiu r rng cho qung co ca mnh.
Nu bn bn c ph, c th bn mun c c nhiu ngi n ca hng ca mnh hn. Nu
bn iu hnh cu lc b i b ng di, c th bn ang nhm n c c nhiu ngi
ng k bn tin ca bn hn. V tng t nh vy.
Vic bit bn mun qung co ca mnh lm iu g s gip bn quyt nh cch t gi thu.
Mo
AdWords chy phin u gi mi khi c sn khng gian qung co -- trn kt qu tm kim
hoc trn blog, trang web tin tc hoc mt s trang khc. Mi phin u gi quyt nh
nhng qung co AdWords no s hin th ti thi im trong khng gian . Gi thu
ca bn cho php bn tham gia phin u gi.
Bn c th tp trung vo ba yu t khc nhau khi t gi thu: nhp chut, hin th hoc chuyn
i. Bn s chn yu t no? Hy xem xt k cc yu t .
Tp trung vo nhp chut
Nu bn t ra mc tiu chnh l c ngi truy cp vo trang web ca mnh, khi , nhp chut
l ni l tng bt u. S dng t gi thu gi mi nhp chut (CPC) v bn s ch tr tin
khi c ai thc s nhp vo qung co v n trang web ca bn.
t gi thu CPC cung cp cho bn nhng la chn sau:
t gi thu t ng
y l cch d nht t gi thu. t ngn sch hng ngy v cho php AdWords iu
chnh gi thu CPC ca bn mang n cho bn nhiu nhp chut nht c th trong
phm vi ngn sch .
t gi thu th cng
Kim sot y gi thu CPC ca bn. t gi thu th cng cho php bn t gi thu
cp nhm qung co hoc cho t kha hay v tr t qung co ring l, do , bn bit
bn ch t gi thu bn mun cho cc nhp chut c ngha nht i vi bn.

V d:
Nu bn iu hnh cu lc b i b ng di Vermont, bn c th mun t gi thu
nhiu cho t kha nhp trc tip nh "i b ng di Vermont" v s tin khc cho t
kha rng hn nh "bn i b ng di".
165

Tp trung vo hin th
Thay v tr tin theo nhp chut, bn c th tr tin theo s ln qung co c hin th nu
chin dch ca bn ch nhm mc tiu n Mng hin th. iu c gi l t gi thu gi
mi nghn ln hin th (CPM), v bn tr tin cho mi 1.000 ln qung co ca bn xut hin.
Nu bn ch yu quan tm n vic t tn hoc biu tng ca mnh trc rt nhiu ngi,
y l ty chn thng minh.
t gi thu CPM, ging nh t gi thu CPC th cng, cho php bn t gi thu cp nhm
qung co hoc cho cc v tr ring l. Lu rng t gi thu CPM ch sn c cho loi chin
dch sau:
"Ch Mng hin th - Tt c cc tnh nng"
"Ch Mng hin th - Tip th li"
Tp trung vo chuyn i
Vi phng php t gi thu nng cao ny, bn cho AdWords bit s tin bn sn sng tr cho
mt chuyn i hay gi mi chuyn i (CPA). Chuyn i l hnh ng c th bn mun thy
trn trang web ca mnh. Thng l bn hng, nhng cng c th l ng k email hoc mt
s hnh ng khc. Bn tr cho mi nhp chut, nhng AdWords s t ng t gi thu cho
bn c gng gip bn c c cng nhiu chuyn i cng tt gi mi chuyn i bn ch
nh.
s dng t gi thu CPA, bn phi bt theo di chuyn i trong s cc tnh nng khc,
t gi thu CPA ph hp vi nhng ngi dng AdWords trung bnh v nng cao.

7.6. Xc nh chin lc gi thu da trn cc mc tiu ca bn
AdWords cung cp mt s chin lc gi thu c chnh cho ph hp vi cc loi chin dch
khc nhau. Ty thuc vo vic chin dch ca bn ang nhm mc tiu theo mng no v vic
bn mun tp trung vo nhn nhp chut, hin th hay chuyn i, bn c th xc nh chin
lc no tt nht cho mnh.
Hng khch hng vo trang web ca bn vi t gi thu gi mi nhp chut (th cng
hoc t ng).
m bo khch hng nhn thy thng ip ca bn vi t gi thu gi mi hin th.
Ti a ha chuyn i trn trang web ca bn vi t gi thu gi mi chuyn i.

Khi nim c bn v AdWords
Phin u gi: cch Google quyt nh qung co no s hin th v th t ca nhng qung
co
166

Mi chin lc gi thu ph hp cho cc loi chin dch v mc tiu qung co khc nhau. i
vi mc ch t gi thu, bn s mun xem xt ba loi mc tiu c bn, cng vi ci t chin
dch hin ti ca mnh.
Nu bn mun to lu lng truy cp vo trang web ca mnh, vic tp trung vo nhp
chut c th l tng cho bn. t gi thu gi mi nhp chut (CPC) -- th cng hoc t
ng -- c th ph hp vi chin dch ca bn.
Nu bn mun tng nhn thc v thng hiu -- khng hng lu lng truy cp n
trang web ca bn -- vic tp trung vo hin th c th l chin lc ca bn. Bn c th s
dng t gi thu gi mi nghn ln hin th (CPM) t thng ip ca mnh trc khch
hng.
Nu bn mun khch hng thc hin mt hnh ng trc tip trn trang web ca bn v
bn ang s dng theo di chuyn i, khi , tt nht bn nn tp trung vo chuyn
i. t gi thu gi mi chuyn i (CPA) cho php bn lm iu .
Mo
Tit kim thi gian v cng sc qun l gi thu ca bn bng cch th chin lc gi
thu linh hot. Bn s c th p dng ti u ha gi thu mt cch chin lc hn cho ton
b cc chin dch hoc nhm qung co v t kha c th (nu c) m bn chn. Cch s
dng chin lc gi thu linh hot.
Tp trung vo nhp chut vi t gi thu CPC
Nu bn ang tp trung vo vic t c nhp chut to lu lng truy cp cho trang web
ca mnh, c hai chin lc gi thu gi mi nhp chut bn nn xem xt:
t gi thu CPC t ng l chin lc gi thu thng dng v n gin nht. Tt c
nhng g bn phi lm l tngn sch hng ngy v h thng AdWords t ng qun l
gi thu cho bn, mang li cho bn nhiu nhp chut nht c th trong phm vi ngn sch
ca bn.
t gi thu CPC th cng l chin lc mc nh cho php bn t qun l gi thu
CPC ti a ca mnh. Bn c th t cc gi thu khc nhau cho mi nhm qung co
trong chin dch ca mnh hay cho cc t kha hoc v tr ring l. Nu bn thy rng mt
s t kha hoc v tr nht nh c li hn, bn c th s dng t gi thu th cng
phn b nhiu ngn sch qung co hn cho cc t kha hoc v tr .

Tm hiu thm v t gi thu CPC t ng
t gi thu CPC t ng c th l ty chn tt cho bn nu nhng m t sau y ng vi
chin dch ca bn:
Bn c mt ngn sch qung co m bn mun t n mt cch nht qun.
Bn khng mun tn thi gian theo di v cp nht gi thu gi mi nhp chut (CPC)
ring l v bn sn sng h thng AdWords cp nht gi thu CPC t ng.
Bn ch yu quan tm n vic tng lu lng truy cp trang web.
167

Bn l ngi mi s dng AdWords hoc khng bit chnh xc phi t gi thu bao
nhiu cho cc t kha hoc v tr c th.
Chin dch ca bn nhm mc tiu Mng tm kim, Mng hin th hay c hai.
t gi thu t ng khng phi l la chn tt cho bn nu mc tiu qung co ca bn bao
gm vic duy tr mt v tr qung co hoc gi mi chuyn i c th. Bn khng 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.
V d:
Bn c trang web bn nhiu loi tc phm ngh thut khc nhau v mc tiu chnh ca bn
l mang nhiu khch hng hn n trang web. Bn t s tin m bn mun chi tiu
cho qung co mi thng v khng c sn phm c th no bn mun lm ni bt nht.
t gi thu CPC t ng cho php bn quyt nh s tin ngn sch tng th ca mnh,
sau chng ti s tm cho bn nhiu khch hng nht da trn s tin .

Tm hiu thm v t gi thu CPC th cng
Vi t gi thu CPC th cng, bn c th tinh chnh gi thu CPC ti a gip kim sot chi
ph v khi lng nhp chut vo qung co ca mnh. t gi thu CPC th cng c th l la
chn tt cho bn nu chin dch ca bn ph hp vi m t sau:
Bn mun kim sot gi thu CPC ti a cho cc nhm qung co, t kha hoc v tr
ring l.
Bn ch yu quan tm n vic tng lu lng truy cp trang web, khng cn quan tm
n thng hiu.
Bn khng cn phi t n ngn sch mc tiu mi thng. (Nu bn cn phi t n
ngn sch mc tiu, t gi thu t ng c th l la chn tt hn).
Chin dch ca bn nhm mc tiu Mng tm kim, Mng hin th hay c hai.
Nu bn khng chc chn t kha hoc v tr no c th mang li nhiu li nhun nht hoc
nu bn khng c thi gian dnh cho vic qun l gi thu th cng, t gi thu t ng c
th ph hp hn cho bn.
V d:
Mc d trang web ca bn bn nhiu vt dng v tranh, nhng bn quan tm nht n
vic bn bt v. Vi t gi thu CPC th cng, ngay c khi nhm qung co ca bn c 15
t kha, bn c th chn t gi thu cao hn ch cho t kha "bt v", s c p dng
mi khi t kha kch hot qung co ca bn.

Tp trung vo hin th vi t gi thu CPM th cng
t gi thu th cng cho cc hin th, cn c gi l t gi thu CPM, cho php bn
kim sot kh nng hin th qung co ca mnh bng cch tinh chnh gi thu CPM ti
a ca bn.
168

Di y l mt s trng hp m chng ti xut t gi thu CPM th cng:
Loi chin dch ca bn l "Ch Mng hin th - Tip th li", khng phi Mng tm
kim ca Google.
Qung co ca bn c thit k tng s nhn bit nhng khng nht thit
phi to nhp chut hay lu lng truy cp.
Bn thch s liu ngnh truyn thng ca cc chin dch CPM (gi mi nghn ln
hin th).
Bn nhm mc tiu cc v tr c th, khng ch cc t kha. (Kt hp vi tnh nng
nhm mc tiu theo v tr, t gi thu cho hin th c th gip m bo qung co
ca bn xut hin cho i tng c th quan tm n qung co ca bn).
Bn ch yu quan tm n vic tng nhn thc v thng hiu. Qung co hnh
nh v cc nh dng a phng tin khc thng phc v mc ch tt nht v
cc nh dng qung co ny chy trn Mng hin th.
Thng ip ca bn trong chnh qung co, do , bn khng cn mi ngi
nhp qua trang web ca mnh. iu ny c th p dng cho cc s kin (chng hn
nh mt nh cung cp dch v truyn hnh hng u) hoc qung co chnh tr.
t gi thu CPM th cng c th khng dnh cho bn nu mc tiu chin dch ca bn
l phn hi trc tip t khch hng, nh mua sn phm hoc in vo biu mu.
V d:
Bn ang cung cp mt bui ha nhc min ph Paris v mun nhiu ngi yu m
nhc nht c th tham d. Bn ang chy chin dch c qung co hnh nh sinh
ng chia s ngy, thi gian v v tr ca s kin -- tt c mi th m ngi hm m
nhc rock cn bit s hin th. Min l mi ngi thy qung co ca bn, h s bit
ton b thng ip ca bn. t gi thu CPM c th gip bn t qung co trc
nhiu ngi nht c th.
Tp trung vo chuyn i vi t gi thu CPA
t gi thu CPA (gi mi chuyn i) l ty chn nng cao cho php bn t gi thu
trc tip cho cc chuyn i.
Chin dch ca bn phi p ng mt vi yu cu iu kin s dng t gi thu
CPA:
Bn bt theo di chuyn i.
Chin dch ca bn nhn c t nht 15 chuyn i trong 30 ngy qua. H
thng AdWords yu cu lch s chuyn i ny a ra cc d on chnh xc v
t l chuyn i trong tng lai ca bn.
Chin dch ca bn nhn c chuyn i vi t l tng t trong t nht vi
ngy.
Chin dch ca bn nhm mc tiu Mng tm kim, Mng hin th hay c hai.
Chng ti cng xut cc c im sau:
169

Chin dch ca bn v ang s dng tnh nng theo di chuyn i ca
AdWords trong t nht hai tun. H thng AdWords da trn d liu chuyn i
lch s, do , tnh nng theo di chuyn i cng chy lu, h thng cng c nhiu
d liu v vic ti u ha ROI ca bn cng c thc hin tt hn. Nu chin dch
ca bn nhn c lu lng truy cp thp, chng ti khuyn bn nn chy theo
di chuyn i lu hn trc khi th t gi thu CPA.
Chin dch ca bn c nh hng phn hi trc tip. V d: chin dch tp trung
vo vic to ng k hoc doanh s bn hng trn trang web thng mi in t.
Chin dch ca bn c mt loi chuyn i c xc nh tt, chng hn nh mt
ln mua hng hoc ng k c hon tt.
Chin dch ca bn c t l chuyn i tng i n nh, khng 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.
Lu
Nu chin dch ca bn s dng t gi thu CPA v gim xung di 15 chuyn
i trong 30 ngy qua, t gi thu CPA s vn tip tc c bt tr khi bn tt. Tuy
nhin, nu bn ngng s dng t gi thu CPA, bn s khng th bt cho n khi
bn t c yu cu.

Chn chin lc gi thu ca bn
thay i chin lc gi thu, hy thc hin cc bc sau:
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.
5. Chn chin lc gi thu mi.
6. Nhp vo Lu.

7.7. iu chnh gi thu t kha ca bn
Khi bn chn mi t kha, bn c th chn s tin mnh sn sng tr bt c khi no khch hng
tm kim trn t kha v nhp vo qung co ca bn. y l gi mi nhp chut ti a hoc
CPC t.a, s tin gi thu ca t kha. Mt s nh qung co thch kim sot vic h duy tr vi
gi thu th cng, trong khi mt s khc cm thy ph hp vi vic cho h thng AdWords t
gi thu cho h.
S dng t gi thu t ng n gin ha t gi thu
170

t gi thu t ng l l tng i vi cc nh qung co khng mun tn nhiu thi gian t
gi thu, nhng mun nhn c nhiu nhp chut nht c th cho qung co trong ngn sch
ca h. Bn khng cn ch nh gi thu ring cho t kha, nhm qung co hoc v tr ca
mnh. Tt c nhng g bn lm l t ngn sch hng ngy v h thng AdWords t ng iu
chnh gi thu CPC t.a mang li cho bn nhiu nhp chut nht c th trong ngn sch ca
mnh. c nhiu quyn kim sot gi thu hn, bn c th t gii hn gi thu CPC nu bn
khng mun vt qu gi c th cho mi nhp chut. Tm hiu thm v t gi thu t ng.
S dng t gi thu th cng c nhiu quyn kim sot gi thu hn
y l ty chn mc nh cho php bn t qun l gi thu CPC t.a ca mnh. Bn c th t
gi thu cp nhm qung co hoc cho cc t kha ring l. S tin gi thu mc nh ca
nhm qung co ca bn s c p dng cho tt c cc t kha trong nhm qung co ca
chin dch mi ca bn. Bn c th thay i s tin gi thu ca mnh bt k lc no cho bt k
hoc tt c cc t kha. Bn cng c th thay i gi tr ny cho cc t kha ring l thng qua
ct CPC t.a trn tabT kha.
Mo
Bn mi s dng AdWords v khng chc chn v s tin gi thu t kha t? Nhiu
nh qung co bt u bng gi thu CPC t.a l 1 la M.
Khi s dng t gi thu t ng, bn c th d dng chuyn sang t gi thu th cng
cung cp cho bn ton quyn kim sot bn t mnh t s tin gi thu.
S dng cng c AdWords gip chn gi thu t kha
Mt s cng c gip bn xc nh cc t kha m bn c th mun iu chnh theo cch th
cng. Cc cng c nng cao khc thc hin t gi thu cho bn, da trn s tin m bn chn.
Tab C hi trong ti khon ca bn c th gip bn xc nh t kha no ca bn dng
nh l ng c vin tt thay i gi thu. xut dnh cho gi thu tng ( gip c
c nhiu nhp chut hn) v gi thu gim ( gip gim chi ph ca bn). Tm hiu cch
s dng tab C hi.
Trnh m phng u gi chy cc kch bn "iu g s xy ra nu", chng hn nh: "Ti s
nhn c thm bao nhiu hin th nu ti tng gi thu ca mnh thm 0,1 la M?"
do , bn c th iu chnh gi thu ca mnh n mc ph hp cho ngn sch ca bn.
Trnh m phng u gi khng d on tng lai, nhng c tnh d liu nhp chut, chi
ph v hin th m qung co ca bn nhn trong by ngy qua cho cc gi thu t
kha cao hn hoc thp hn m bn t.
CPC nng cao 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 thu CPC t.a ca bn ln n 30%
cnh tranh khc lit hn cho nhng nhp chut . Khi thy phin u gi khng 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.
Theo di chuyn i l mt tnh nng nng cao hin th cho bn t kha no thng
c khch hng thc hin cc hnh ng m bn mun h thc hin (cc hnh ng ny,
chng hn nh mua hng hoc ng k bn tin, c gi lchuyn i). Vic theo di cc
171

chuyn i ca bn c th gip bn quyt nh xem c tng CPC t.a ca mnh cho cc t
kha hot ng tt v gim CPC t.a cho cc t kha hot ng km.
Tm gi thu t kha cho v tr qung co trang u tin
Nu iu quan trng l cho bn c qung co hin th trn trang u tin ca kt qu tm kim
ca Google, c tnh gi thu trang u tin s cho bn bit gi thu CPC gn ng cn
qung co ca bn tip cn thng xuyn trang u tin ca kt qu tm kim ca Google khi
truy vn tm kim ph hp chnh xc vi t kha ca bn. c tnh da trn im cht
lng ca t kha v cnh tranh vi nh qung co hin ti cho t kha , do , khng c g
m bo rng bn s thng xuyn trn trang u tin. Tm hiu v xem c tnh gi thu
trang u tin.
Tm gi thu t kha cho v tr qung co u trang
Nu mc tiu ca bn l c qung co v tr hng u trn trang u tin, c tnh gi thu
u trang s cho bn bit gi thu CPC gn ng cn qung co ca bn xut hin pha trn
trang u tin ca kt qu tm kim ca Google khi truy vn tm kim ph hp chnh xc vi t
kha ca bn. c tnh ny tng t nh c tnh gi thu trang u tin. Tm hiu v xem c
tnh gi thu u trang.
Cch thay i gi thu t kha ca bn
Nu bn mun thay th mt s gi thu ban u ca mnh bng gi thu mi, di y l cch
thc hin: trn tab Chin dch, nhp vo tab T kha. Sau , trong ct "CPC t.a" ca bng,
hy nhp vo gi thu bn mun thay i v nhp s tin gi thu mi.

Mo
Nu bn c chin dch "Mng tm kim & hin th", chng ti s dng gi thu t kha ca
bn cho c hai mng. Chng ti khuyn khch bn duy tr ci t. Tuy nhin, nu mun, bn
c th t gi thu trn Mng hin th, iu s ghi tt c gi thu t kha cho Mng
hin th.
Nu bn c chin dch "Ch Mng hin th", chng ti khuyn bn nn t gi thu nhm
qung co. Chng ti cng khuyn khch bn t gi thu c th cho cc t kha ca mnh
da trn hiu sut ca chng.

7.8. Chn s tin gi thu hiu qu vi bn
Nu bn va mi bt u trong AdWords, hy km vi ngn sch v s tin gi thu bn
cm thy hi lng. S dng iu chnh gi thu tng hoc gim gi thu da trn thit
b, v tr, thi gian trong ngy, v.v... ca khch hng.
172

Sau khi qung co ca bn chy c mt thi gian, hy nh gi t kha no hiu qu
hn trong vic mang li doanh s, s dng bo co trong ti khon ca bn.
iu chnh gi thu chi tiu nhiu hn vo t kha c chng minh lm vic. Vic
ny c th ci thin v tr qung co cho nhng t kha v thu ht nhiu khch hng
hn.
S dng cng c Google nhn c tnh gi thu ty chnh da trn mc tiu qung co
v lch s hiu sut ca bn. Bn cng c th thit lp t gi thu t ng cho php
Google hiu qu i vi bn.
Chn gi thu u tin ca bn
Gi thu ging nh kiu tc: khng c s tin gi thu c ngh no hot ng tt nht cho
tt c mi ngi. Gi thu ph hp cho bn s ty thuc vo chi ph ca t kha, loi chin
dch bn ang chy v li nhun ca bn.
Hu ht mi ngi bt u trong AdWords s dng t gi thu gi mi nhp chut tr cho
tng nhp chut ln qung co ca h. Vi ty chn ny, bn t gi thu gi ti a mi nhp
chut (gi thu CPC t.a) l s tin cao nht m bn sn sng tr cho mt nhp chut ln
qung co ca mnh. Do , hy ngh xem gi mi nhp chut vo qung co i vi bn l bao
nhiu. Nu bn khng chc chn nn bt u vi mc gi thu no, hy th t gi thu CPC ti
a l 1 la M. Gi thu CPC ti a ny s c p dng cho cc t kha bn chn cho nhm
qung co.
V d:
Gi s bn s hu mt ca hng vn trt v bn kim c 10 la M t mi ln mua
vn trt. Bn thy rng trung bnh 10 lt truy cp vo trang web ca bn th c mt ln
mua. Nu bn t Gi thu CPC ti a l 1 la M, bn s chia u (chi ph qung co =
doanh s). to li nhun, bn nn chi tiu t hn 1 la M c c nhp chut vo
qung co, ngha l bn mun t gi thu CPC ti a thp hn 1 la M.
Bn c th thay i gi thu mc nh ca nhm qung co ny bt k lc no. Nu mt s t
kha nht nh c lin quan hn nhng t kha khc cho doanh nghip bn, bn c th chn
t gi thu khc cho chng tng c hi qung co xut hin khi mi ngi tm kim vi
nhng t kha . Vi chin dch nng cao, bn cng c th t iu chnh gi thu tng
hoc gim gi thu da trn vic ai ang tm kim t thit b di ng vo thi im nht nh
trong ngy hay t v tr c th.
V d:
Gi s bn qun l ca hng ti San Francisco v bn t gi thu CPC ti a l 1 la
M. Bn c th s dng iu chnh gi thu nng cao c hi hin th qung co ca mnh
cho khch hng trong vng ln cn ca bn. V d: bn c th t iu chnh +20% cho m
zip ln cn, dn n s tin gi thu cui cng l 1,20 la M. Di y l cch tnh ton:
Gi thu khi im: $1
iu chnh v tr: 1 la x (+20%) = 1,2 la
Gi thu kt qu cho tm kim ln cn: 1,2 la
nh gi chi ph v doanh thu ca bn
173

Khi qung co ca bn chy c mt thi gian, nh gi hiu sut ca chng. Mt s cu
hi cn xem xt liu mc tiu ca bn c nhm thc y doanh s v lu lng truy cp trang
web khng:
T kha no dn n nhiu nhp chut nht ln qung co ca bn?
Khch hng tm kim t v tr v thit b no?
Ngy v gi cao im bn hng ca doanh nghip l g?
tr li nhng cu hi trn, hy tm hiu bo co AdWords trong ti khon ca bn. V d:
xem c bao nhiu nhp chut m bn nhn c trn mi t kha v chi ph ca chng l bao
nhiu, hy chuyn n tab T kha trong ti khon ca bn. Hy th lc t kha theo t l
nhp xem t kha no mang li cho bn nhiu hin th, nhng t nhp chut. Nu mc tiu
ca bn l nhm to doanh s, y l nhng t kha c kh nng khng hot ng tt.
Bn cng c th tm bo co a l v thi gian tng t trn tab Th nguyn. xem thit b
no mi ngi ang s dng khi h nhp vo qung co ca bn, hy phn on thng k theo
thit b.
Mo
hiu xem cc nhp chut c dn n bn hng thc t hay khng, chng ti khuyn
bn nn thit lpTheo di chuyn i cho ti khon ca mnh. Cng c min ph ny cho
bn bit iu g xy ra sau khi mi ngi nhp vo qung co, liu h mua sn phm
hay ng k bn tin ca bn. Vi thng tin ny, bn c th tnh ton li tc u t (ROI)
AdWords thc t ca mnh.
Khng c thi gian nh gi gi thu ca bn? Hy Google thc hin vic ny cho
bn. Vi t gi thu CPC t ng, bn t ngn sch hng ngy v AdWords s gip bn
iu chnh gi thu gi mi nhp chut nhn c nhiu nhp chut nht c th trong
phm vi ngn sch . Hoc nu bn ngh n mc tiu hiu sut c th, hy th chin
lc gi thu linh hot gip AdWords iu chnh gi thu da trn mc tiu ca bn.
iu chnh gi thu tng ROI
Khi bn xc nh t kha, v tr, thi gian v thit b no dn n bn hng cao, bn c th
iu chnh gi thu tng ng.
V d: nu t kha c CPC trung bnh thp nhng mi nhp chut li chuyn i tt, bn c th
th tng gi thu CPC t.a. iu ny c th ci thin v tr trung bnh ca qung co cho t kha
, gip qung co ca bn hin th nhiu hn v c tim nng tng ROI. Nu t kha c CPC
trung bnh cao nhng nhp chut him khi dn n chuyn i, bn c th th gim gi thu
CPC t.a. Gi thu CPC ti a thp hn c kh nng lm gim v tr trung bnh ca qung co
cho t kha , s ln hin th v s nhp chut m t kha nhn c v kt qu l gim
chi ph ca t kha . Chin lc ny khng ch c th ci thin ROI ca bn cho cc t kha
hot ng km, m cn gii phng mt phn ngn sch ca bn u t vo cc t kha c
gi tr hn. Qua thi gian, nu t kha tip tc c hiu sut km, bn c th mun xa hon
ton t kha .
174

Tng t, xem xt vic tng gi thu ti v tr m hiu sut ca bn mnh hn. Hoc nu bn c
xu hng thy lu lng truy cp thp hn cho ca hng trong gi nht nh, bn c th tng
gi thu trong khong thi gian v chy qung co cng vi phiu mua hng khuyn mi
thu ht nhiu ngi hn n doanh nghip ca mnh.
Mt s iu cn lu khi ngh v thay i t gi thu:
Chng ti khuyn bn nn thay i gi thu theo nhng gia s nh. Khi bn thc hin
chnh sa, hy xem bao nhiu nhp chut v chuyn i m t kha bt u tch ly trc
khi chnh sa li. Ngoi ra, hy nh rng lu lng truy cp Internet lun thay i, nn
iu quan trng l hy nh gi li gi thu CPC ca bn thng xuyn.
Hy nh rng c th ci thin v tr ca qung co bng cch ci thin cht lng qung
co, t kha v trang web m khng cn tng chi ph. im cht lng cho t kha cng
cao, s tin bn tr cho v tr qung co nht nh cng t v ngc li.

Mo t gi thu cho Mng hin th
T l nhp thng thp hn trn Mng hin th, v c th kh thu ht c s ch ca
ngi c hn. Nu bn ang hin th qung co trn Mng hin th, bn c th t gi
thu CPC ti a trong Mng hin th cho nhp chut ch xy ra trn Mng hin th. Tng
t vi cch bn nh gi t kha, nu qung co ca bn hot ng tt trn v tr nht
nh, bn c th xem xt vic tng gi thu cho nhng v tr . Bn cng c th t iu
chnh gi thu tng hoc gim gi thu cho cc phng php nhm mc tiu khc
nhau.
Thay v tr theo nhp chut, bn c th tr theo s ln qung co ca mnh hin th. iu
c gi l t gi thu gi mi nghn ln hin th (CPM), khi bn tr cho mi 1.000 ln
qung co ca bn xut hin. Nu bn ch yu quan tm n vic t tn hoc biu tng
ca mnh trc rt nhiu ngi, y l ty chn thng minh.

Cng c cho c tnh gi thu ty chnh
Bn cnh t gi thu t ng, Google cung cp mt vi cng c gip hng dn bn chn
gi thu s hot ng cho mc tiu ca bn. Sau khi chin dch ca bn chy c vi tun, cc
cng c ca chng ti s c thng tin cung cp cho bn nhiu xut c c nhn ha
hn:
Trnh m phng u gi: Nhn cu tr li cho trng hp iu g xy ra nu, chng hn
nh, Ti nhn thm c bao nhiu hin th nu tng gi thu ca mnh ln 0,1 la?.
Cng c ny c th gip bn hiu chnh gi thu ti mc ph hp cho bn. Tm hiu thm
v Trnh m phng u gi
c tnh gi thu trang u tin: Bn c mun qung co ca mnh hin th u hoc
trong trang u tin ca kt qu tm kim ca Google khng? Xem gi tr gi thu m bn
cn t gi thu c c v tr .
Tab c hi: Truy cp vo vng ny trong ti khon thy cc c hi nhm ci thin gi
thu CPC ca bn, c th gip bn nhn c nhiu lu lng truy cp hn, ci thin Xp
hng qung co hoc ci thin hiu sut ca bn.
175

7.9. t gi thu gi mi nhp chut
t gi thu gi mi nhp chut (CPC) cho php bn t mc gi ti a trn chi ph khi c ai
nhp vo qung co AdWords ca bn. Cch t gi thu ny cung cp cho bn gi tr tt do
bn ch tr tin khi ngi xem c s quan tm nhp vo qung co ca bn v tm hiu
thm.
Hy suy ngh v bin qung co: Nh qung co tr tin cho khng gian trn bin qung co
da trn s ngi c th thy qung co khi h li xe ngang qua, cho d nhng ngi c
thc s ch n qung co hay khng.
Qung co trn Internet th khc: Ngi xem c th nhp vo qung co ca bn khi h mun
tm hiu thm. Nu h nhp chut, bn bit rng h xem qung co v bn hy vng h thch
ni dung h xem.
t gi thu CPC ca AdWords cho php bn ch thanh ton khi c ai nhp vo qung co
ca bn. Nu c 100 ngi xem qung co ca bn v 3 ngi nhp vo qung co, th bn s
thanh ton cho 3 nhp chut , khng phi thanh ton cho 97 ln xem cn li.
t gi thu CPC
Vi cc chin dch t gi thu CPC, bn t gi mi nhp chut ti a "CPC ti a" - l s tin
cao nht m bn sn sng tr cho mt nhp chut ln qung co ca mnh (tr khi bn ang
t iu chnh gi thu hoc s dng CPC nng cao).
V d:
Nu bn ngh rng mt 25 xu c ai truy cp vo trang web ca mnh, bn c th t
$0,25 lm CPC ti a ca mnh. Bn s tr ti a l $0,25 khi mt ngi c qung co ca
bn v nhp vo qung co v bn s khng phi tr tin nu h khng nhp vo qung
co.
Gi s bn to vn bn v t gi thu CPC ti a l $0,25. 500 ngi xem qung co v 23
ngi trong s h nhp tm hiu thm. Bn ch tr cho 23 nhp chut . Gi thu CPC
ti a l $0,25, do bn s khng phi tr hn 23 nhp chut x $0,25 hay $5,75.
Lu rng thng th bn s tr t hn CPC ti a bi v vi phin u gi AdWords, s tin
cao nht bn s tr l s tin cn xp hng cao hn nh qung co ngay di bn. c
phn bn di v CPC thc t tm hiu thm v s tin cui cng bn b tnh ph cho mt
nhp chut.
t gi thu CPC cho php bn chn s tin gi thu ca ring bn -- c gi l t gi thu
th cng. Hoc, bn c th chn t gi thu t ng v AdWords t CPC ti a cho bn.
Vi t gi thu t ng, bn cho chng ti bit "t gi thu CPC ti a ca ti ti nhn
c nhiu nhp chut nht c th cho ngn sch tng th ca mnh".
Cch t gi thu CPC ti a
176

Bn c th p dng gi thu CPC ti a theo nhiu cch. Gi s bn c tim bnh v bn
thit lp nhm qung co "ba n sng" vi t kha nh bnh rn, bnh ca vt v to tm bt
rn. Di y l cch bn c th t gi thu ca mnh:
CPC ca nhm qung co: t cng mt CPC ti a cho tt c cc t kha trong mt
nhm qung co. Nu bn chn CPC $1, th l CPC ti a ca bn khi ai tm
kim bnh rn, bnh ca vt hoc to tm bt rn -- bt k t kha no ca bn. Cng mt
gi thu s p dng cho cc v tr nu bn ang chy qung co ca mnh trn Mng hin
th. y l cch d nht qun l CPC ca bn.
CPC cp t kha: t CPC ti a ring bit cho mi t kha trong nhm qung co. V d:
nu bn bit rng nhng ngi tm kim to tm bt rn c xu hng mua nhiu hn so
vi nhng ngi tm kim bnh rn, th bn c th t gi thu $1,25 cho mi nhp chut
ln to tm bt rn v $1 cho mi nhp chut ln bnh rn.
CPC cp v tr: Bn ang qung co trn Mng hin th phi khng? Bn c th t CPC
cho mi v tr nu bn thch. Nu bn bit rng mt trang web nht nh nhn c kt
qu tuyt vi cho bn, bn c th t gi thu nhiu hn cho v tr .
Cch quyt nh s tin gi thu CPC cn t
Lm cch no bn bit CPC cn t l bao nhiu? Bn c th tm ra con s ny da trn
nhng g bn bit v doanh nghip ca mnh v gi tr ca mt ln bn. V d: nu bn bn
nhn kim cng gi $5.000, mt khch hng mi c th c gi tr hn nu bn bn gi ko cao
su gi $0,99.
Khi bn t s tin CPC ti a m bn cm thy thoi mi, hy xem c bao nhiu nhp chut
m qung co ca bn bt u tch ly v liu nhng nhp chut c dn n kt qu kinh
doanh trn trang web ca bn hay khng. Ngoi ra, hy nh rng lu lng truy cp Internet
lun thay i, nn iu quan trng l hy nh gi li gi thu CPC ca bn thng xuyn.
S dng cng c ca Google gip bn quyt nh gi thu CPC
Trnh m phng u gi chy cc tnh hung "gi nh", nh "Ti s nhn c thm bao
nhiu hin th nu tun trc, gi thu ca ti cao hn $0,10?"
Cng c lp k hoch t kha cho bn bit tn sut mt s t kha c tm kim v cung
cp cho bn c tnh chi ph trong nhy mt.
c tnh gi thu trang u tin gip bn bit s tin bn cn t gi thu t qung
co ca mnh ln trang u tin trong kt qu tm kim ca Google.
S dng iu chnh gi thu tip cn ng khch hng
Vi chin dch nng cao, bn c th t iu chnh gi thu lm tng hoc gim gi thu CPC ti
a ca bn cho cc tm kim xut hin trn thit b di ng hoc ti v tr c th. Bn cng c th
t iu chnh gi thu cho phng php nhm mc tiu trong nhm qung co ca bn nh
ch hoc v tr nu chin dch ca bn nhm mc tiu Mng hin th. iu chnh gi thu cho
php bn kim sot nhiu hn thi gian v v tr qung co ca bn xut hin v c p dng
trn gi thu hin ti ca bn.
177

S tin cui cng bn b tnh ph
Gi thu CPC ti a ca bn l s tin cao nht bn s b tnh ph cho mt nhp chut, nhng
thng thng bn s b tnh ph t hn - i khi t hn nhiu. S tin cui cng bn b tnh ph
cho mt nhp chut c gi l CPC thc 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 buc 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.
By gi, hai yu t khc s tc ng n CPC thc t m bn tr: im cht lng v Xp hng
qung co. im cht lng l thc o v mc lin quan v hu ch ca qung co v trang
ch ca bn i vi ngi xem qung co ca bn. im cht lng da trn t l nhp v cc
yu t khc. Khi im cht lng c xc nh, n c kt hp vi gi thu CPC ti a ca
bn cng nh tc ng d kin ca tin ch m rng v nh dng qung co khc xp hng
qung co trong s cc qung co ca nh qung co khc. Kt hp ny c gi l Xp hng
qung co.
Cch gi thu CPC ti a nh hng n xp hng qung co ca bn
Xp hng qung co s gip xc nh v tr qung co ca bn trong s qung co khc trn
trang kt qu tm kim trongMng tm kim. Nu bn chy qung co ca mnh trn Mng
hin th, Xp hng qung co cng ng vai tr chnh . Do Xp hng qung co l im
da trn gi thu CPC ti a v cht lng qung co ca bn so vi qung co ca cc nh
qung co khc, nn tng CPC ti a c th tng c hi xut hin cho qung co ca bn.

7.10. Gi mi nhp chut nng cao (ECPC)
Gi mi nhp chut nng cao (ECPC) l tnh nng t gi thu s tng gi thu cho cc nhp
chut 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 cng vic ca bn l ng bn ngoi tim ht tc v mang n khch hng
mi. Nu mt 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 cng 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 thu CPC ti a ca bn ln n 30% cnh tranh khc lit hn cho nhng
nhp chut . Khi thy phin u gi khng 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 khng c sn cho loi
chin dch "Ch Mng hin th - ng dng trn in thoi di ng".
178

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 cng
thm 30%).
Mo
Hy tit kim thi gian v cng 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 mt 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.
Lm cch no ECPC bit phin u gi no ha hn?
H thng AdWords tm kim cc mu nhp chut v chuyn i, ng thi so snh cc mu
nhp chut 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 hi 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 mt
chuyn i khng c kh nng, do , bn s tr t hn cho cc nhp chut 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 (mt ln cho mi nhp chut) hoc Chuyn i (nhiu ln cho
mi nhp chut). 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 chut. i vi
cc khch hng tim nng, chng hn nh ng k, bn c th chn mt ln cho mi nhp
chut.
Mo
Bi v ECPC s tng gi thu CPC ti a ca bn ln n 30% khi ECPC thy c c hi tt,
ng ngc nhin nu bo co AdWords hin th CPC trung bnh trn mc CPC ti a ca bn.
Lm cch no bit ECPC ang tr gip ti?
ECPC t kim tra k bng cch c lp mt phn lu lng truy cp lm vic vi gi thu CPC
ti a thng 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 khng s dng ECPC.
ECPC khc vi Trnh ti u ha 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, khng bao gi vt qu
179

30% CPC ti a. Trnh ti u ha chuyn i khng 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 hi tt nht ci thin kt qu, nhng ECPC
cung cp mc kim sot v tin dng m mt s ngi thch.
C ECPC v trnh ti u ha 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 chut 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 ha 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 mt s gii php qun l gi thu da trn API
Mo
Nu chin dch ca bn khng c theo di chuyn i c bt, vic chn tham gia vo ECPC
s khng 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 ti s t ng t ci t xoay vng qung 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 chut".
Hy nh rng bn cng phi bt tnh nng theo di chuyn i ECPC lm vic.

7.11. t gi thu gi mi nghn ln hin th
Nhiu nh qung co hy vng ngi xem s nhp vo qung co ca h -- nhng khng phi
lc no cng l mc tiu chnh. C th bn ch mun c nhiu ngi xem qung co ca bn.
180

Trong trng hp , t gi thu theo gi mi nghn ln hin th (CPM) l cch tt tin hnh.
Vi t gi thu CPM, bn t gi thu cho qung co ca mnh da trn tn sut qung co
xut hin trn Mng hin th ca Google. Bn t s tin ti a bn mun tr cho qung co,
cho d qung co c c nhp hay khng.
Ti sao li s dng t gi thu CPM
Mt s ngi thch t gi thu CPM hn do h mun c th t s tin ti a h s tr cho
mi hin th, thay v cho mi nhp chut.
Nhng ngi khc n gin l khng quan tm n s nhp chut cho chin dch qung co
ca h. Cc doanh nghip ch mun tn ca mnh c nhiu ngi bit n hn chng hn, c
th quan tm nhiu n s ln xem qung co hn so vi s nhp chut v lt truy cp trang
web ca h.
t gi thu CPM hin ch c sn cho cc loi chin dch "Mng hin th ca Google - Tt c cc
tnh nng" v "Mng hin th ca Google - Tip th li".
Mo
Nu mc tiu chnh ca bn l bn hng trc tuyn hoc lt truy cp vo trang web, th t
gi thu gi mi nhp chut (CPC) c th l ty chn tt hn cho bn.
So snh nhanh gia t gi thu CPM v t gi thu CPC
Chng ti s i vo mt vi chi tit thm bn di, nhng sau y l mt s khi nim c bn:
t gi thu CPM t gi thu CPC
Cn nhc s
dng t gi
thu ny nu:
Bn quan tm nhiu hn n s
ln xem qung co thay v s nhp
chut c to ra
Bn quan tm nhiu hn n s
nhp chut
Gi thu: S tin ti a bn sn lng chi cho
1.000 ln hin th
S tin ti a bn sn lng chi cho
1 nhp chut
S tin thc t
c tnh:
Khng nhiu hn nhng g cn
thit xp hng cao hn nh
qung co ngay bn di bn
Khng nhiu hn nhng g cn
thit xp hng cao hn nh
qung co ngay bn di bn
Cch gi thu CPM v gi thu CPC cnh tranh
Qung co vi loi gi thu khc nhau c th cnh tranh cho cng mt v tr trn Mng hin th.
gi cng bng, khi qung co CPC v qung co CPM cnh tranh cho cng v tr trn Mng
hin th, hai loi qung co ny c so snh tng xng v s tin h sn sng tr cho hin th
mt cch hiu qu. Vi qung co CPM, gi thu CPM ti a th hin s tin nh qung co sn
lng tr cho mi 1.000 ln hin th; vi qung co CPC, Google c tnh s lng nhp chut
qung co c th nhn c trong 1.000 ln hin th so snh.
Tm hiu thm v cch gi thu CPM v gi thu CPC cnh tranh.
181

Cch s dng t gi thu CPM
Vi t gi thu CPM, bn t s tin cao nht bn mun tr cho mi 1.000 ln hin th qung
co. Chng ti gi y l gi thu CPM ti a hay n gin l "CPM t.a".
CPM ti a ca bn cng cao, c hi xut hin cho qung co ca bn cng ln. Nh mi khi, h
thng AdWords s ch tnh cho bn s tin cn thit duy tr qung co ca bn trn qung
co cao nht k tip.
Mo
Qung co vn bn CPM c th c li th c bit: khi qung co ny ginh c v tr, i
khi chng c dnh cho ton b khng gian qung co, thay v phi chia s khng gian vi
qung co vn bn khc. iu ny gip cho chng c nhiu kh nng c ch hn.
i vi cc chin dch thng thng, im bt u hp l cho gi thu CPM l c phn cao
hn gi thu CPC bn s s dng cho qung co vn bn CPC c cng nhm mc tiu.
Bn c th t gi thu CPM t.a ca mnh theo vi cch. Gi s bn bn hoa v bn thit lp
nhm qung co vi cc t kha nh hoa hng, hoa cc v hoa tulip.
CPM ca nhm qung co: t CPM t.a ca bn cp nhm qung co v bn s c
cng CPM cho tt c cc t kha v v tr trong nhm qung co . Gi s bn chn CPM
ca nhm qung co l 1,2 la M. Nu qung co ca bn hin th trn trang web lin
quan n hoa hng hoc hoa tulip hoc xut hin trn blog v hoa, CPM ti a lun lun l
1,2 la M. y l cch d dng nht qun l gi thu CPM ca bn.
CPM cp v tr: Bn c th t gi thu CPM cho mi v tr nu bn mun. Nu bn bit
rng mt trang web mang li kt qu tuyt vi cho bn, bn c th t gi thu nhiu hn
cho v tr .


7.12. Chn gi thu cho chin dch trn Mng hin th ca bn
Gi thu trn Mng hin th ca Google cho php bn tn dng gi tr ti a ca qung co
bng cch ch t mc gi ph hp cho qung co ca mnh trn Mng hin th. Tm hiu cch
bn c th s dng gi thu trn Mng hin th khi bn nhm mc tiu c Mng tm kim v
Mng hin th.
Qung co tm kim v qung co hin th hnh nh tip cn mi ngi ti cc thi im khc
nhau. Khi mi ngi ch ng tm kim th g , qung co tm kim ca bn c th l cu tr
li h cn. Tuy nhin, nhng ngi nhn thy qung co ca bn trn Mng hin th c th ch
ang duyt mt blog yu thch hoc ang xem video -- khng ch ng tm kim nhng g bn
cung cp.
182

T l nhp (CTR) thng thp hn trn Mng hin th, v c th kh thu ht c s ch ca
ngi c hn. l l do ti sao gi thu trn Mng hin th tn ti: cho php bn t Gi
thu CPC ti a cho cc nhp chut ch xy ra trn Mng hin th. Bn c nhiu quyn kim
sot hn i vi chi ph ca mnh v bn c th m bo gi thu ca mnh ph hp vi gi tr
bn nhn c t qung co ca mnh.
Lu
i vi cc chin dch m bn ch ang nhm mc tiu n Mng hin th, chng ti khuyn
bn khng nn t gi thu trn Mng hin th v AdWords s s dng gi thu thay v gi
thu t kha ring l, nu c. Thay vo , chng ti khuyn bn nn s dng gi thu
nhm qung co c bn hoc bt gi thu ty chnh -- nu chng c sn trong nhm qung
co -- cho mt trong cc phng php nhm mc tiu ca bn. Tm hiu v t gi thu ty
chnh.
Mo
Bn cng c th t iu chnh gi thu kim sot nhiu hn v thi gian v v tr qung
co ca bn s xut hin. C th t iu chnh gi thu cp chin dch (cho thit b di
ng, thi gian, ngy v v tr) v cng c th s dng iu chnh gi thu t gi thu
cnh tranh hn cho cc phng php nhm mc tiu c th, nh v tr hoc s thch, trong
nhm qung co ca bn.
Chn gi thu u tin ca bn
tm gi thu ph hp trn Mng hin th, bn c th t gi thu khi im, xem iu g xy
ra v sau chnh sa gi thu. Nu bn khng t gi thu c th trn Mng hin th,
AdWords s s dng gi thu mc nh ca nhm qung co ca bn.
Mng hin th c th mang li cho bn cc kt qu tt hn hoc t hn qung co tm kim, ty
thuc vo doanh nghip ca bn v cch bn qung co. V d: nu bn bn my nh, blog
dnh cho th chp nh c th l mt ni rt tt cho qung co ca bn, vi i tng hng th
vi nhng g bn bn.
Sau khi bn t gi thu u tin ca mnh, hy i vi ngy, sau truy cp vo ti khon ca
bn v trn ch xem "Tt c chin dch", tm hng "Tng cng" cho Mng hin th. Ti , bn
s nhn thy s ln hin th, s nhp chut v chi ph cho qung co ca mnh. Bn c th t hi
khng ch "ti c nhn c nhiu nhp chut khng?" m cn "cc nhp chut c mang li
kt qu ti mun khng?" Tip tc theo di s ln hin th v s nhp chut, nhng bn nn i
hai tun trc khi thc hin qu nhiu thay i. Nu bn chnh sa gi thu ca mnh qu
thng xuyn, bn c th khng nh gi c hiu sut ca mnh mt cch chnh xc.
Chng ti khuyn bn nn bt Theo di chuyn i v tnh nng ny c th gip bn thy cc
nhp chut no ang mang li kt qu tt cho bn trn trang web ca mnh.
Mo
Hiu sut qung co ca bn trn Mng hin th khng nh hng n xp hng ca bn cho
qung co tm kim. V CTR thp hn trn Mng hin th khng nh hng n im cht
lng ca qung co cho tm kim ca bn.
183

Google c th tnh ph dch v cho bn nu chin dch ca bn nhm mc tiu danh mc s
thch trn Mng hin th. Nu bn b tnh ph dch v, gi thu ti a ca bn c gim trc
phin u gi v ph c cng vo gi ng phin u gi. Tm hiu thm v u gi qung co
trn Mng hin th.
t gi thu trn Mng hin th
Nu chin dch ca bn nhm mc tiu Mng tm kim v hin th, bn c th thc hin cc
bc sau t gi thu ca ring bn trn Mng hin th:
1. Nhp vo tn chin dch.
2. Nhp vo tab hm qung co.
3. Tm ct c tiu "CPC ti a ca Mng hin th".
4. Mi hng nhm qung co s c mt trong nhng iu sau:
o gi thu hin ti (nu bn t gi thu)
o gi thu nhm qung co (xut hin c mu xm, nu bn t gi thu th cng
cho chin dch ca mnh, nhng cha t bt k gi thu c th no)
o t "t ng" (nu chin dch c chin lc t gi thu t ng, chng hn nh Trnh
ti u ha chuyn i)
5. Nhp trc tip vo gi thu v mt hp s m bn nhp gi thu mi ca mnh. Lu
rng bn khng th nhp vo gi thu nhm qung co hoc gi thu c t thnh
"t ng".
6. Nhp gi thu, sau nhp vo Lu.
Khi bn chuyn n nhm qung co trong chin dch, bn s thy trnh n th xung "t gi
thu" bn trn bng thng k trn tab Mng hin th. T trnh n ny, bn c th bt gi thu
ty chnh cho mt phng php nhm mc tiu trong nhm qung co ca bn. iu ny cho
AdWords bit bn mun s dng gi thu no.

Mo
Nu bn khng th nhp vo t "t ng", iu c ngha l bn chn "t gi thu t
ng" trong ci t chin dch ca mnh. Chnh sa ci t t gi thu v ngn sch chn
gi thu ca ring bn.
Nu bn ang to mt nhm qung co hon ton mi, bn s nhn thy trng "gi thu trn
Mng hin th" gn cui qu trnh. Bn c th nhp gi thu ca mnh vo .

184

8. o lng v ti u ha
Tng quan v o lng AdWords
o lng li tc u t (ROI)
o lng lu lng truy cp vo trang web ca bn
o lng nhn thc v thng hiu
o lng doanh thu v chuyn i
Thit lp theo di chuyn i
Hiu tnh nng theo di chuyn i

Nguyn tc c bn v ti u ha
Tng quan v cc mo cn thit ci thin kt qu AdWords ca bn
Hiu tri nghim trang ch
Cc cng c v chin lc ti u ha t kha

8.1. o lng li tc u t (ROI)
Khi bn s dng AdWords tng chuyn i, chng hn nh doanh thu, khch hng tim
nng v ti xung, o lng li tc u t (ROI) l mt tng hay. Khi bit ROI, bn s chc
chn rng s tin bn ang chi tiu cho qung co AdWords c l do chnh ng: li nhun tt
cho doanh nghip ca bn.
ROI l g?
ROI l t l li nhun rng so vi chi ph ca bn. Thng thng, y l s liu quan trng nht
cho nh qung co, bi v s liu ny da trn cc mc tiu qung co c th v cho thy nh
hng thc t ca n lc qung co ln vic kinh doanh ca bn. Phng php chnh xc m
bn s dng tnh ROI ty thuc vo cc mc tiu chin dch ca bn.
Mt cch xc nh ROI l (Doanh thu - Gi vn hng bn) / Gi vn hng bn.
Gi s bn c mt sn phm cn chi ph 100 la sn xut v bn vi gi 200 la. Bn bn
c 6 sn phm nh vo vic qung co cc sn phm ny trn AdWords. Tng doanh s ca
bn l 1.200 la v chi ph AdWords ca bn l 200 la. ROI ca bn l (1.200 la - (600
la + 200 la))/(600 la + 200 la) hoc 50%.
Ti sao ROI li quan trng
Bng cch tnh ROI, bn s bit c s tin bn kim c nh qung co vi AdWords. Bn c
th s dng ROI gip bn quyt nh cch chi tiu ngn sch ca mnh. V d: nu bn nhn
185

thy rng mt chin dch nht nh ang to ROI cao hn nhng chin dch khc, bn cng c
th p dng nhiu ngn sch hn cho chin dch thnh cng v t ngn sch hn cho chin dch
khng hot ng tt. Bn cng c th s dng thng tin ny c gng ci thin hiu sut ca
chin dch t thnh cng.
S dng chuyn i o lng ROI
xc nh ROI ca bn, trc tin bn cn phi o lng chuyn i, l nhng hnh ng
ca khch hng m bn tin l c gi tr, chng hn nh mua hng, ng k, truy cp trang web
hoc khch hng tim nng. Theo di chuyn i l cng c min ph gip bn theo di s
lng nhp chut dn n chuyn i. Bn c th s dng Theo di chuyn i xc nh li
nhun ca t kha hoc qung co v theo di t l chuyn i v gi mi chuyn i.

Mo
Nhiu nh qung co AdWords s dng Google Analytics theo di chuyn i. l cng
c phn tch web min ph gip bn tm hiu cch khch hng tng tc vi trang web ca
bn. Tm hiu thm v s khc bit gia Analytics v Theo di chuyn i.
Khi bn bt u o lng chuyn i, bn c th bt u nh gi ROI ca mnh. Gi tr ca
mi chuyn i nn ln hn s tin bn chi tiu c c chuyn i. V d: nu bn chi tiu
$10 cho cc nhp chut c c bn hng v nhn c $15 cho ln bn hng th bn
kim tin ($5) v nhn c mt li nhun tt v u t AdWords ca mnh.
Tnh ton ROI ca bn cho doanh thu
Vic xc nh ROI rt n gin nu mc tiu kinh doanh ca bn l bn hng trn web. Bn cn
3 con s:
Doanh thu ca bn kim c thng qua qung co AdWords
Chi ph lin quan n sn phm bn bn
Chi ph AdWords ca bn (c sn trong tab Chin dch ca ti khon AdWords)
Tnh li nhun rng bng cch ly tng chi ph ca bn tr i doanh thu AdWords trong mt
khong thi gian nht nh. Sau ly li nhun rng chia cho tng chi ph ca bn c c
ROI trong khong thi gian . Di y l v d:
($1300 - $1000) / $1000 = 0,3
Doanh thu ca bn (c
o bng cc chuyn i)
Tng chi ph
ca bn
Tng chi ph
ca bn
T l li nhun so vi tng chi
ph l 30% -- y l ROI ca bn.
186

Tnh ton ROI ca bn cho ln xem trang, khch hng tim nng v hn th na
i khi ROI ca bn c th yu cu cng thc khc. V d: nu bn quan tm n vic tnh ton
ROI cho mt ln xem trang hoc khch hng tim nng, bn s phi c tnh gi tr ca mi
hnh ng ny.
V d:
Qung co trn Nhng trang vng cho doanh nghip ca bn c th c gi $1000 mi nm
v mang li 100 khch hng tim nng. Mi ngi trong s khch hng tim nng tr
thnh khch hng v mi khch hng cung cp li nhun rng l $120, sau khi tnh ton chi
ph ca doanh nghip bn. Gi tr ca mi khch hng tim nng l $12 (li nhun rng
$1200/100 khch hng tim nng) v ROI ca bn cho qung co trn Nhng trang vng l
120% (li nhun rng $1200/$1000 chi ph qung co) x 100.
Di y l cng thc c s dng trong v d ny: (Tng doanh thu - Tng chi ph)/Chi ph
qung co x 100 = ROI qung co %
Mt la chn thay th n gin c tnh gi tr cho khch hng tim nng ca bn v ln
xem trang l s dng o lng gi mi chuyn i (CPA). t c l iu tng t nh chuyn
i: chng l hnh ng khch hng ca bn thc hin m bn ngh l c gi tr, chng hn nh
hon thnh mua hng hoc ng k nhn nhiu thng tin hn.
S dng phng php ny cho php bn tp trung ch yu v cch chi ph qung co ca bn
so snh vi s t c phn phi cc chi ph . S dng v d Nhng trang vng mt ln na,
qung co ca bn c th mt $1000, mang li 10 ln bn hng. V vy, CPA ca bn cho qung
co l $100. y l cng thc cho CPA: (Chi ph/Doanh thu) = CPA
CPA ca bn khng c vt qu li nhun m bn kim c t mi chuyn i. i vi
qung co trn Nhng trang vng ca bn, CPA t hn 20% so vi li nhun m chuyn i cung
cp.

8.2. o lng lu lng truy cp vo trang web ca bn
Nu mc tiu qung co chnh ca bn l tng lu lng truy cp vo trang web, hy th tp
trung tng nhp chut v t l nhp (CTR). Bt u bng cch to vn bn qung co tuyt vi
cng vi t kha mnh lm cho qung co c lin quan cao v rt hp dn khch hng ca
bn, sau theo di cht ch s nhp chut, CTR, t kha v cm t tm kim ca bn.
Ti sao phi lo lng v mi quan h gia vn bn qung co v t kha? Hy ngh v chic
xung v mi cho cng nh cch chng lm vic cng nhau i n im ch. T kha tt
c th a qung co c kt ni cht ch n ng khch hng, y mnh s nhp chut v
CTR ca bn.
187

S liu no nn o lng
Di y l mt s iu quan trng m bn c th o lng gip bn theo di v ci thin
chin dch c tp trung vo lu lng truy cp:
S nhp chut v t l nhp (CTR): Hai s liu ny gip bn hiu c bao nhiu ngi
nhn thy qung co ca bn hp dn thc s nhp vo qung co v truy cp vo
trang web ca bn. Bn c th o lng s nhp chut v CTR tt c cc cp trong ti
khon ca mnh. V d: bn c th xem s lng nhp chut m ton b chin dch, nhm
qung co hoc qung co nhn c hay bn c th xem s lng nhp chut m cc t
kha ring l to sau khi kch hot qung co ca bn. Trn Mng tm kim, CTR tt
thng c coi l 1% hoc cao hn.
T kha: Theo di hiu sut t kha vi cc chin lc sau:
o Cp nht danh sch t kha ca bn thng xuyn. Tm ngng hoc xa nhng t
khng hot ng tt cho bn (v d: nu chng c CTR di 1% hoc im cht
lng) thp v thm cc t mi. Thm ct v phn on vo bng thng k ca bn
trn tab T kha bit tng quan v s nhp chut, CTR, im cht lng ca t
kha, v.v...
o S dng bn ty chn i snh t kha gip kim sot ngi xem qung co.
Thm ct Loi i snh vo bng thng k trn tab T kha ca bn xem cc ty
chn i snh t kha khc nhau hot ng cho bn nh th no. Vi mt s ty
chn, bn s nhn c nhiu hin th, nhp chut v chuyn i hn cho qung co.
Vi cc ty chn khc, bn s nhn c t hin th hn v nhm mc tiu hp hn.
o c ci nhn ton din v cht lng t kha, hy chy chn on t kha. Chn
on t kha cung cp cho bn thng tin v im cht lng ca t kha v cho d
cc t kha c kch hot qung co ca bn hay khng. im cht lng t 5 tr
ln thng c xem l tt.
Cm t tm kim: Khi bn s dng t kha i snh rng (ci t mc nh), qung co
ca bn c th xut hin khi c ai tm kim bin th ca t kha, nh cm t hoc t c
lin quan tng t. xem danh sch tm kim kch hot qung co ca bn, chuyn
n tab T kha ca ti khon, nhp vo Chi tit t kha, ri chn Tt c. Bn c th s
dng bo co ny nhn dng cc cm t c lin quan ang hng lu lng truy cp
n trang web ca bn v sau thm chng di dng t kha mi. Hoc, nu bt k t
kha no khng c lin quan n doanh nghip ca bn, bn c th thm chng lm t
kha ph nh chng khng kch hot qung co ca bn.
Mo
Nu t kha c hp " thm" mu xanh l cy bn cnh, th c ngha l bn c cm t
tm kim chnh xc trong danh sch t kha ca mnh.
V d:
Nu chin dch ca bn c t kha my nh k thut s trn i snh rng, bo co c th
cho thy rng qung co ca bn xut hin cho truy vn tm kim "my nh k thut s
Lun n". Nu doanh nghip ca bn bn cho nhng ngi Lun n, bn c th thm
cm t ny lm t kha trong ti khon ca mnh. Nu bn khng phn pht Lun n,
bn c th thm Lun n lm t kha ph nh m bo qung co ca bn ngng
188

xut hin trn tm kim . Bng cch thm cc cm t tm kim khng c lin quan di
dng t kha ph nh, bn c th gip ci thin t l nhp ca mnh.

8.3. o lng nhn thc v thng hiu
Chin dch xy dng thng hiu c mt mc tiu duy nht: nng cao nhn thc v kh nng
hin th ca sn phm, dch v hoc s nghip ca bn. gip t c nhng mc tiu ny,
bn c th s dng cc chin dch AdWords tng lu lng truy cp vo trang web ca mnh
hoc khuyn khch khch hng tng tc vi thng hiu ca bn.
Khi bn thit lp cc mc tiu ca chin dch xy dng thng hiu, bn c th chn nhng
v tr tt nht hin th qung co ca mnh v sau o lng s thnh cng bng cch theo
di s ln hin th, chuyn i v cc thng k khc. Thng thng, bn s mun th t qung
co ca mnh trc nhiu ngi nht c th trong phm vi i tng mc tiu ca mnh.
Hu ht nh qung co c mc tiu xy dng thng hiu ch yu quan tm n vic to nhn
thc v thng hiu. H c th mun theo di chuyn i nh s ln xem trang thay v s ln
mua hng. V d: mt nh qung co gii thiu thc ung nng lng mi mun to nhn thc
v s quan tm cho nhiu ngi am m th thao nht c th v khng nht thit quan tm
n vic bn s lng chai nc ung thc t trc tuyn.
Mo
Bn khng chc nn bt u u? Nhn chin lc v to chin dch tng nhn thc
thng hiu
Cc mng dnh cho chin dch xy dng thng hiu ca bn
Google c hai mng ni qung co ca bn c th chy: Mng tm kim v Mng hin th. Trong
khi Mng tm kim ch yu chy qung co vn bn, Mng hin th chy qung co vn bn,
qung co hnh nh nhiu mu sc v qung co a phng tin (nh video hoc hot nh) c
th c bit tt hin th cc thng ip xy dng thng hiu. Qung co hin th hnh nh
c th to kt ni cm xc bng cch s dng cc yu t ha, m thanh v video k cu
chuyn c o cho cng ty ca bn.
Trn Mng hin th, bn c th nhm mc tiu qung co ca mnh rt hiu qu. Bng cch
chn chnh xc trang web v trang no s hin th qung co ca bn v to qung co c nhiu
tc ng trc quan, tht d dng thu ht s ch ca nhng ngi quan tm n nhng g
bn bn.
V d:
Gi s bn lm vic cho mt nh sn xut xe hi cao cp. Bn c th to qung co video
gii thiu cc tnh nng mi ca m hnh mi nht, SuDuperRossa, v chn ch chy
189

qung co trn cc trang web cho ch s hu nhng chic xe hiu sut cao, v chng l
mt phn ca nhn khu hc mc tiu ca bn.
iu g o lng nhn thc v thng hiu
Di y l mt vi s liu quan trng cho thy chin dch xy dng thng hiu ca bn c
thnh cng hay khng:
S ln hin th: S ln hin th l s liu quan trng cn theo di trong bt k chin dch
no, bt k mc tiu ca bn l g. Nhng s ln hin th c th c bit quan trng trong
cc chin dch xy dng thng hiu bi v chng i din cho s lng khch hng thc
s xem qung co ca bn. Bn c th khng quan tm n vic liu h kt thc
bng cch mua bt k th g t trang web ca mnh hay khng nhng bn mun h nh
khu hiu mi hp dn m bn tr nhiu tin pht trin v chia s vi mi ngi.
Mt cch thc s u tin s ln hin th l to chin dch gi mi nghn ln hin
th (thay cho chin dch gi mi nhp chut). Bng cch , bn s tr tin da trn s ln
hin th m qung co ca bn nhn c, thay v theo s nhp chut m qung co
nhn c.
Tng tc ca khch hng: Nu bn tp trung vo xy dng thng hiu, bn c th s
dng t l nhp (CTR) o lng tng tc ca khch hng vi qung co trn Mng tm
kim. Mc d hnh vi ca ngi dng khc nhau v CTR khng hu ch trn Mng hin th.
l v khch hng trn cc trang web ang duyt qua thng tin, ch khng tm kim
bng t kha. Ngoi ra, trn trang Mng hin th c nhiu truy cp, qung co phi cnh
tranh thu ht s ch ca ngi c nhiu hn trn trang tm kim. iu quan trng
hn l c gng t c CTR tt trn Mng tm kim (1% hoc cao hn) so vi trn Mng
hin th, ni t l nhp thng xuyn thp hn. Bn c th mun xem xt cc o lng
khc nh s ln chuyn i cho qung co trn Mng hin th.
Chuyn i c th gip bn xem liu qung co ca mnh c ang mang li hnh vi ca
khch truy cp c lin quan n xy dng thng hiu m bn ngh l c gi tr hay khng,
chng hn nh ng k hoc ln xem trang. Sau cng, bn c mun bit c bao nhiu
ngi tham gia danh sch gi th ca bn sau khi xem qung co video t m cng ty
ca bn va to khng?
Phm vi tip cn v tn sut: Phm vi tip cn l s lng khch truy cp xem mt
qung co. Phm vi tip cn tng c ngha l qung co c nhiu khch hng tim nng
xem, c th dn n nhn thc c nng cao. Tn sut l s ln trung bnh mt khch
truy cp xem qung co trong mt khong thi gian.

Bn c bit...
Ni v phm vi tip cn, di y l mt l do khc khin Mng hin th c th l i tc xy
dng thng hiu c gi tr: Mng hin th tip cn 83% ngi dng Internet duy nht trn
ton th gii. (Ngun: DoubleClick Ad Planner).

190

8.4. o lng doanh thu v chuyn i
Chuyn i AdWords xy ra khi c ai nhp vo qung co v thc hin hnh ng m bn
cng nhn l c gi tr trn trang web ca mnh, chng hn nh gi n doanh nghip ca bn
t in thoi di ng hoc mua hng trn trang web ca bn. Khi bn s dng AdWords
tng chuyn i hoc doanh s bn hng, hy theo di chuyn i ca bn bng cng c min
ph c gi l Theo di chuyn i. Bng cch , bn c th theo di thng k quan trng
nh gi mi chuyn i v t l chuyn i cho bn bit chin dch qung co ca mnh thnh
cng nh th no.
Chuyn i l ci bn chn l chuyn i
Chuyn i c th l mua hng, nhng chuyn i cng c th l cuc gi t in thoi di ng,
khch truy cp gi thng tin lin h ca mnh c bng bo gi bo him hoc ngi mua
tim nng ti xung bo co trng v kh nng phn mm ca cng ty bn. Hoc c th l yu
cu bit thm thng tin hoc xem trang m t ni bt sn phm mi ca bn. iu ty
thuc vo bn!
Mo
xem d liu chuyn i trong ti khon ca bn, trc tin bn cn phi thit lp Theo
di chuyn i. ng lo lng; hon ton min ph! Di y l cch bt u.
Bn c th o lng thng tin chuyn i no
Khi bn thit lp Theo di chuyn i, bn c th theo di mt s thng k quan trng nhm
gip bn o lng xem chin dch qung co ca mnh c thnh cng hay khng:
Mo
Tm hiu cch thm cc ct ty chnh d liu trong bng thng k ca bn. Sau khi thit
lp Theo di chuyn i, bn c th thm ct Chuyn i vo bt k bng thng k no trn
tab ti khon AdWords ca mnh xem d liu.
S lng chuyn i v gi mi chuyn i: Bn c th ch nh gi tr tin t cho
chuyn i khi thit lp theo di c thng tin doanh thu chi tit trong bo co ca mnh.
Vic xem xt tng s chuyn i v gi tr ca nhng chuyn i ny c th gip bn quyt
nh xem c nn tng ngn sch hoc thc hin cc thay i cho nhm qung co ca
mnh hay khng nhm thu ht thm nhiu khch truy cp c nhm mc tiu.
T l chuyn i: iu ny gip bn theo di s lng nhp chut dn n cc hnh ng
c gi tr nh bn hng hoc ng k. T l chuyn i c lit k trong ti khon ca bn
l s ln chuyn i chia cho s ln nhp chut ln qung co. Chuyn i ch c tnh
trn Google v cc i tc Mng Google ca chng ti. T l chuyn i c iu chnh
ch phn nh s nhp chut ln qung co m chng ti c th theo di chuyn i.
D liu chuyn i t kha: Theo di chuyn i cho bn thy iu g xy ra sau
khi khch hng nhp vo qung co ca bn -- liu h c mua sn phm hoc ng k bn
tin ca bn hay khng. Bng cch bit c iu ny, bn cng s bit t kha no tt
nht trong vic khuyn khch khch hng thc hin nhng hnh ng . Khi , bn c
191

th ci thin danh sch t kha ca mnh da trn nhng pht hin v u t thng minh
hn vo nhng t kha tt nht.
Xem cch khch hng tng tc vi qung co ca bn trn nhiu thit b: i khi,
khch hng nhp vo qung co ca bn trn mt thit b v sau thc hin mua hng
trn mt thit b khc. iu ny c gi l chuyn i trn nhiu thit b v bn c th
thy nhng chuyn i ny trong ct Tng s chuyn i c tnh trong ti khon
AdWords ca mnh.
URL ch: Bn c th thy cc URL ch ang dn n nhiu chuyn i nht trn tab Th
nguyn ca ti khon. Ch cn nhp vo nt Xem, sau chn "URL ch" t trnh n th
xung v chc chn rng bn thm ct chuyn i vo bng d liu.
Cng ging nh t kha v vn bn qung co nn tp trung vo sn phm hoc dch v
c th, URL ch (v trang ch) bn chn cho tng qung co cng nn l sn phm hoc
dch v c th. m bo rng URL ch m bn s dng cho mi qung co s dn khch
hng n trang c lin quan nht trong trang web ca bn. Tt nht, trang web s c
dnh ring cho sn phm hoc dch v c th c lm ni bt trong qung co ca bn.
V d:
Nu qung co ca i l bt ng sn lm ni bt cc cn h bn Lun n th trang
ch l tng c th m t tt c cc cn h sn c bn Lun n hn l trang ch ca
i l bt ng sn. Khch hng c nhiu kh nng mua hn nu h khng phi tm kim
trang web ca bn tm nhng g h ang tm kim.
Mo
Nhiu khch hng AdWords chn s dng Google Analytics theo di chuyn i. l
cng c phn tch web min ph gip bn tm hiu v cch khch hng tng tc vi trang
web ca bn. Tm hiu s khc bit gia Google Analytics v Theo di chuyn i ca
AdWords l g.
Tng s chuyn i c tnh trn cc sn phm bn cnh Google.com.vn
Do gii hn k thut, chng ti cha th bo co chuyn i trn nhiu thit b t AdSense cho
tm kim, hin th ca Google v cc sn phm khc ca Google. Nhm ca chng ti ang n
lc lm vic mang chuyn i trn nhiu thit b sng to mi ny n nhng sn phm
khc k trn.

8.5. Thit lp theo di chuyn i
Nu bn mun bit t kha no dn n nhp chut v chuyn i tt nht, chng hn nh
doanh s bn hng th Theo di chuyn i AdWords c th gip bn.
Cng c min ph ny trong AdWords c th hin th cho bn nhng g xy ra sau khi khch
hng nhp vo qung co ca bn (v d: h mua sn phm ca bn, gi t in thoi di
ng hay ti xung ng dng ca bn).
192

Nh bit iu ny, bn cng bit nhng t kha no tt cho cng vic kinh doanh ca bn, cho
php bn u t sng sut hn v tng li tc u t (ROI).
Trong bi vit ny, chng ti s cho bn bit cch thit lp Theo di chuyn i cho nhng
chuyn i xy ra trc tuyn, chng hn nh mua hng v ng k trn trang web, ti xung
ng dng trn in thoi di ng v gi n doanh nghip ca bn t in thoi di ng.
tm hiu cch theo di chuyn i xy ra ngoi tuyn, trong thc t, hy xem bi vit ca chng
ti v nhp chuyn i ngoi tuyn.

Theo di chuyn i trn trang web
s dng tnh nng Theo di chuyn i, bn s cn phi t mt on nh ca m
HTML v JavaScript trn trang m khch hng thy sau khi h hon thnh mt hnh
ng c gi tr trn trang web ca bn. V d: bn c th thm m vo trang xc nhn mua
hng ca bn, l trang m mi ngi thy sau khi h mua hng. Trc khi bn c th
thit lp tnh nng ny, bn s cn:
Ti khon AdWords: Bn cha c ti khon? ng k
ti http://adwords.google.com.vn.
Trang web: y l ni bn s t on m.
Kh nng chnh sa trang web: Nu bn khng bit g v HTML v Javascript, ng
lo lng -- bn vn c th to on m trong AdWords v gi on m n ngi
thc hin thay i cho trang web ca bn.
Nu bn c ba iu ny, bn sn sng thit lp Theo di chuyn i. Di y l
cch thc hin:
Bc 1: Ly on m
1. ng nhp vo ti khon AdWords ca bn ti http://adwords.google.com.vn.
2. Nhp vo tab Cng c v phn tch v chn Chuyn i t trnh n th xung.
3. Trong tab Chuyn i, nhp vo nt + Chuyn i.
4. Trong trng Tn chuyn i, hy nhp tn chuyn i bn mun theo di trn
trang web ca mnh. iu ny s gip bn nhn bit hnh ng ny sau ny khi hnh
ng hin th trong bo co chuyn i. V d: c th l "ng k bn tin" hoc "mua
b hoa ci".
5. Trong trng "Ngun", chn ni khch hng ca bn s hon tt chuyn i. V d:
nu khch hng t mua bnh nng nh trn trang web ca bn, bn s chn
"Trang web".
6. Nhp vo nt Lu v tip tc.
7. Trn trang tip theo, trong trng "Danh mc chuyn i", hy chn danh mc p
dng tt nht cho chuyn i ca bn. Nu bn ang theo di ng k bn tin, bn s
chn "ng k". i vi mua hng, bn s chn "Mua/Bn". Nu chuyn i ca bn
khng nm trong danh mc c lit k, hy chn "Khc". La chn ca bn ti y
s khng nh hng n cch ghi li chuyn i ca bn.
8. Nu bn mun, trong trng "Gi tr chuyn i", hy gn mt gi tr cho chuyn i
bn ang theo di.
193

9. Trong trng "Ch bo theo di", chn xem bn c mun cho khch hng bit rng bn
ang s dng theo di chuyn i bng cch t thng bo Thng k trang web ca
Google trn trang ca bn khng.

o Nu bn mun thm thng bo, hy chn "Thm thng bo 'Google Site Stats'
vo m c to cho trang ca ti". Sau , chn xem bn mun Google Site
Stats l mt hay hai dng, ngn ng thng bo v mu nn trang web m thng
bo s c hin th.

o Nu bn khng mun s dng thng bo, hy chn "Khng thm thng bo vo
m c to cho trang ca ti". Nhng chng ti yu cu bn thng bo cho
khch hng bit rng bn ang s dng tnh nng theo di chuyn i min ph
ca AdWords (chng hn nh thng qua chnh sch bo mt ca bn). iu ny
to lng tin v bo v quyn ring t ca h.
10. Nu bn khng chy chin dch trn Mng hin th, hy b qua bc tip theo. Nu bn
ang chy mt chin dch, bn c th nhp vo lin kt +Ty chn nng cao thit lp
theo di Chuyn i xem qua.

Cc bc cho phn Ty chn nng cao
Chuyn i xem qua xy ra khi khch hng xem (nhng khng nhp vo) qung
co hnh nh hoc qung co a truyn thng, 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 mt qung co (chng hn nh trn Tm kim ca Google hoc Mng
hin th ca Google) trc y, sau hon tt chuyn i trn trang web ca
bn.
Nu bn cng mun theo di Chuyn i xem qua, ch cn chn khung thi gian trong
trng Thi hn chuyn i xem qua. V d: nu bn chn thi hn l ba ngy, s
chuyn i ca bn c th bao gm nhng khch hng xem qung co a phng tin
ca bn vo Th Hai v hon tt chuyn i vo Th T. Nhng s chuyn i ny s
khng bao gm nhng khch hng xem qung co ca bn vo Th Hai v hon tt
chuyn i vo Th Su.
Tip theo, trng Loi b trng lp chuyn i xem qua. Ti y, hy quyt nh
cch bn mun theo di khch hng c th nhp vo qung co a phng tin v
qung co vn bn trc khi h hon tt chuyn i trn trang web ca bn.
o 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 mt Chuyn i xem qua v mt chuyn i nhp chut.
194

o 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 chut).
Ci t loi b trng lp tm kim chuyn i xem qua s c g b. Trong trng
hp , iu c ngha l chuyn i xem qua ca bn s lun lun loi tr chuyn
i t nhng ngi cng nhp vo Qung co tm kim ca bn.
11. Nhp vo Lu v tip tc.
12. Chn "Ngi no khc thc hin thay i i vi m" hoc "Ti thc hin thay i i
vi m", ty thuc vo ty chn no p dng cho bn.
o Nu bn chn "Ngi no khc thc hin thay i i vi m", ch cn in vo
biu mu email bt ln v nhp vo Gi email. on m s c gi cho bn
ngi chnh sa trang web ca bn!
o Nu bn chn "Ti thc hin thay i i vi m", mt ca s s m ra bn di
cng vi on m ca bn. Xin chc mng! Bn to c m. Sao chp m v
bn s sn sng cho bc tip theo.
Bc 2: Dn m vo HTML ca trang web ca bn
V bn hoc ngi ph trch trang web ca bn c on m, bn sn sng dn.
Di y l cch thc hin:

Di y l mt s chi tit m mu:
HTML mu trc m theo di chuyn i (ch l mu -- khng s dng trong m ca
trang web ca bn).

<html>
<head>
<title>Sample HTML File</title>
</head>
<body>
y l phn ni dung trang web ca bn.
</body>
</html>
HTML mu sau m theo di chuyn i (ch l mu -- khng s dng trong m ca
trang web ca bn).

195

<html>
<head>
<title>Sample HTML File</title>
</head>
<body> y l phn ni dung trang web ca bn.
<!-- Google Code cho Trang chuyn i mua hng -->
<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = 1234567890;
var google_conversion_language = "vi";
var google_conversion_format = "1";
var google_conversion_color = "666666";
var google_conversion_label = "Mua";
if (10.0) {
var google_conversion_value = 10.0
}
/* ]]> */
</script>
<script type="text/javascript"
src="//www.googleadservices.com/pagead/
conversion.js">
</script>
<noscript>
<img height=1 width=1 border=0
src="//www.googleadservices.com/pagead/
conversion/1234567890/
?value=10.0&label=Purchase&script=0">
</noscript>
</body>
</html>
1. M HTML cho trang m khch hng tip cn trn trang web ca bn sau khi h
hon tt chuyn i -- v d: trang "cm n bn mua hng!". y c gi l trang
chuyn i.
2. Gia cc th body (<body></body>) ca trang, hy dn on m bn to trong
AdWords.
3. Lu thay i i vi trang web ca bn. l tt c nhng g cn lm!

Theo di gi tr theo giao dch c th
Bn c th s dng nhiu cng ngh to v qun l trang web ca mnh. Theo di
chuyn i cng hot ng tt trn nhng loi trang ny, c gi l cc trang c to
ng. Ch cn m bo trang bn t on m l trang m khch hng thy sau
khi chuyn i.
196

Khi chn on m, bn s t on m vo phn tnh ca trang, c tm thy trong
phn <body>. Nhp vo cc phn bn di bit hng dn chi tit v cc loi trang
c th:
Trang my ch hot ng (ASP)
Sun Java Server Pages (JSP)
PHP: Hypertext Preprocessor (B tin x l siu vn bn) (PHP)
Cc trang web c cha khung
Cc trang bo mt v khng bo mt


Theo di chuyn i trn trang web trn in thoi di ng c s in thoi
Nu trang web trn in thoi di ng ca bn hin th s in thoi, khch hng c
thit b di ng c th nhp v gi s . Bn c th theo di cc cuc gi trong
AdWords v gn gi tr bng tin cho chng.
Theo di cuc gi l tnh nng hu ch nu cng ty ca bn thc hin nhiu cng vic
qua in thoi hoc nu bn khng nhn n t hng qua trang web ca mnh.
V d:
Bn bn bo him xe hi trn trang web ca mnh. Nhng nhiu khch hng tm
kim "bo him xe hi" mun ni chuyn vi i l bo him trc khi h mua. V
vy, h truy cp trang web ca bn trn in thoi di ng ca h, thy s in thoi
v gi. Vi tnh nng Theo di chuyn i, cuc gi ny c th c theo di v c
tnh trong AdWords. Khng c tnh nng ny, phn on khch hng quan trng ny
khng c tnh.
Tnh nng ny c v hu ch cho doanh nghip ca bn? Di y l cch bn c th
thit lp:
Bc 1: Ly on m
1. ng nhp vo ti khon AdWords ca bn ti http://adwords.google.com.vn.
2. Nhp vo tab Cng c v phn tch, sau chn Chuyn i t trnh n th
xung.
3. Trong tab Chuyn i, nhp vo nt + Chuyn i.
4. Trong trng Tn chuyn i, hy nhp tn chuyn i bn mun theo di trn
trang web trn in thoi di ng ca mnh. iu ny s gip bn nhn bit
chuyn i ny sau ny khi chuyn i hin th trong bo co. i vi cuc gi in
thoi, bn c th mun lit k s in thoi lm tiu , tip theo l "t trang web
trn in thoi di ng".
5. Trong trng "Ngun", chn "Cuc gi trn trang web".
6. Nhp vo nt Lu v tip tc.
7. Trn trang tip theo, trong trng "Danh mc chuyn i", chn danh mc p
dng tt nht cho chuyn i ca bn.
197

8. Nu bn mun, trong trng "Gi tr chuyn i", hy gn mt gi tr cho chuyn
i bn ang theo di.
9. Chn "Ngi no khc thc hin thay i i vi m" hoc "Ti thc hin thay i
i vi m", ty thuc vo ty chn no p dng cho bn.
o Nu bn chn "Ngi no khc thc hin thay i i vi m", ch cn in
vo biu mu email bt ln v nhp vo Gi email. M s c gi n ngi
thc hin iu ny cho ng dng trn in thoi di ng ca bn!
o Nu bn chn "Ti thc hin thay i i vi m", mt ca s s m ra bn
di cng vi on m ca bn. Xin chc mng! Bn to c m. Sao
chp m v bn s sn sng cho bc tip theo.
Bc 2: p dng on m s dng m HTML v JavaScript chnh xc (v d bn di)
V bn hoc ngi ph trch trang web ca bn c on m, bn sn sng dn.
Di y l cch thc hin:

Di y l mt s chi tit m mu:
HTML n gin trc m theo di chuyn i (Ch mu. Khng s dng trong m
ca trang web ca bn).

<html>
<head>
<title>Sample HTML File</title>
</head>
<body>
y l phn ni dung trang web ca bn.
</body>
</html>
S dng lnh sau nu s in thoi c hin th di dng:
lin kt vn bn:
<body>
<!-- Bn di l lin kt vn bn mu c s in thoi. Bn cn phi thay s bng s in
thoi ca ring bn v ch GI NGAY BY GI bng vn bn bn mun siu lin kt. -->
<a onclick="goog_report_conversion('tel:949-555-1234')" href="#" >GI GAY BY
GI</a>
198

</body>
</html>
hnh nh:
<!-- Di y l hnh nh mu quay s in thoi. Thay my_phone_button.gif bng hnh
nh nt v s in thoi bng s in thoi ca bn-->
<body>
<img src="my_phone_button.gif" alt="Gi: 949-555-1234" width="32" height="32"
onClick="goog_report_conversion('tel:949-555-1234')"/>
</body>
</html>
nt:
<body>
<!-- Di y l nt mu c s in thoi. Thay tt c cc nt gi trong trang ca bn
bng m bn di v thay s in thoi bng s in thoi ca bn. -->
<button onclick="goog_report_conversion('tel:949-555-1234')">Gi 949-555-
1234</button>
</body>
</html>
tnh nng theo di hot ng, bn cn phi m bo bao gm c on m v th
onclick thch hp t mt trong cc v d bn trn. iu ny gip AdWords ch ghi
nhn chuyn i khi khch hng nhp vo mt s in thoi c th. Khng c s
in thoi, s khng c chuyn i no c ghi li!
1. i ti trang trn trang web ca bn hin th s in thoi c th nhp. Sau , m
m HTML bn c th chnh sa m .
2. Tm cc th body (<body></body>) ca trang, sau dn on m bn to
trong AdWords gia hai th ny.
3. By gi, hy iu chnh m HTML bng lnh c tn onclick. Lnh onclick c th
m bn s dng s ty thuc vo cch s in thoi trn trang web trn in thoi
di ng ca bn c hin th: lin kt vn bn, hnh nh hoc nt.
Mo
Nu bn mun theo di cng mt trang chuyn i s dng hai ti khon AdWords
khc nhau, ch cn to m t mi ti khon v dn m vo HTML trong trang
chuyn i ca bn. Ch cn nh rng hp Google Site Stats ch hin th cho m
chuyn i u tin bn to, khng phi cho c hai.

199

Theo di ti xung ng dng trn in thoi di ng iOS
Ngoi theo di chuyn i xy ra trn trang web ca bn, Theo di chuyn i AdWords
cng cho php bn theo di ti xung ca cc ng dng ca bn. Bng cch ny, bn c
th bit bao nhiu ngi ang ti xung ng dng ca bn tm thy ng dng ny
thng qua qung co AdWords ca bn.
Hin ti, chng ti ch c th theo di ti xung ng dng iOS c dn n bng qung
co c phn pht trong ng dng trn in thoi di ng; chng ti khng th theo
di ti xung ng dng iOS c dn n bng qung co c phn pht trn tm
kim ca Google hoc Mng hin th ca Google. Thc hin theo cc bc bn di
theo di ti xung ng dng iOS.
1. ng nhp vo ti khon AdWords ca bn ti http://adwords.google.com.vn
2. Nhp vo tab "Cng c v phn tch", ri nhp vo tab "Chuyn i".
3. Nhp vo nt "+ Chuyn i".
4. t tn cho chuyn i ca bn, chn "Ti xung ng dng" v nhp vo "Lu v
tip tc".
5. Chn nn tng di ng "iOS" v nhp vo "Lu v tip tc".
6. Bn s c cung cp on m theo di chuyn i t vo ng dng ca
mnh.
Mo
Ngoi ra, mt s nh qung co qun l phn tch ngi dng ca ring h v thch
bo co s chuyn i ca ng dng trn in thoi di ng t my ch thng qua
cuc gi API. Xem hng dn chi tit cho c hai ty chn trong hng dn ny.

Theo di ti xung ng dng trn in thoi di ng Android
Theo di ti xung ng dng t Google Play khng yu cu thm on m. Vic ny c
th c hon tt m khng cn thay i m ca ng dng ca bn. Ch cn thc hin
theo cc bc bn di.
1. ng nhp vo ti khon AdWords ca bn ti http://adwords.google.com.vn
2. Nhp vo tab "Cng c v phn tch", ri nhp vo tab "Chuyn i".
3. Nhp vo nt "+ Chuyn i".
4. t tn cho chuyn i ca bn, chn "Ti xung ng dng" v nhp vo "Lu v
tip tc". Nhp tn gi. (Bn c th tm thy tn gi bng cch tm kim ng dng
ca bn trong Google Play. l mt phn ca URL c s nhn dng ng dng ca
bn: "https://play.google.com/store/apps/details?id=<package_name>"
5. Nhp vo "Lu v tip tc".
6. Trn mn hnh tip theo, nhp vo "Hon tt".
7. By gi, d liu chuyn i ti xung ng dng ca bn s bt u hin th cng
vi phn cn li ca d liu chuyn i trong vng 24 gi.
200

Lu : Theo di ti xung ng dng cho Android s ch hot ng nu lin kt ca bn
trong qung co Nhp ti xung hoc Tin ch m rng ng dng trn in thoi di
ng s tr trc tip n Ca hng Google Play. URL theo di bn th ba khng c
h tr ti thi im ny.

Theo di chuyn i trn nhiu thit b
Khch hng mua sm trn nhiu thit b. V h c th thch mt s thit b nht nh
cc giai on khc nhau khi mua hng -- gi s, in thoi di ng hoc my tnh bng
nghin cu v my tnh bn mua cui cng.
AdWords c th c tnh c bao nhiu khch hng nhp vo qung co ca bn trn
mt thit b v sau chuyn i trn thit b khc. Thng tin ny c th gip bn thy
tc ng m qung co i vi cng vic kinh doanh ca bn, nhm mc tiu khch
hng tt hn v tng li nhun ca bn.
V d:
Bn bn thc phm cao cp dnh cho tr trc tuyn. T cc bo co chuyn i, bn
thy rng nhiu khch hng ca mnh thng nghin cu trn trang web ca bn t
in thoi di ng vo ban ngy v sau mua thc phm trc tuyn t my tnh
bn ca h vo ban m. Trong trng hp ny, bn c th mun t gi thu cao
hn qung co ca bn c th xut hin trn thit b di ng vo gi ban ngy.
Theo di chuyn i thit b cho sn c trong AdWords, nu bn thit lp Theo
di chuyn i. Ch cn nhn vo ct Tng s chuyn i c tnh trn tab Chin dch
ca ti khon AdWords.

8.6. Hiu tnh nng theo di chuyn i
Theo di chuyn i l cng c min ph cho bn thy iu g s xy ra sau khi khch hng
nhp vo qung co ca bn -- xem h mua sn phm, ng k bn tin hay in vo biu
mu nhn thm thng tin.
Bng cch theo di nhng hnh ng ny, c gi l "chuyn i", bn s bit qung co, t
kha v chin dch no mang n hot ng kinh doanh cho bn. iu ny gip bn u t
mt cch khn ngoan hn vo nhng qung co, t kha v chin dch tt nht v cui cng l
tng li tc u t (ROI) ca bn.
V d
Bn c mt trang web cho ca hng qun o ca mnh v khi khch hng gi n t hng
ca h trc tuyn, h thy trang "Cm n bn mua hng!":
Bn mun xem t kha no trong s cc t kha ca mnh "qun jeans xanh" hay "mua
qun jeans ca nh thit k" dn n nhiu ln mua hng hn, nn bn thit lp Theo di
201

chuyn i. Trc tin, bn ti xung on m n l t AdWords cha HTML v JavaScript.
Sau , bn dn on m vo HTML cho trang "Cm n bn mua hng!":
Bn s sm bt u thy khch hng nhp vo qung co ca bn vi "mua qun jeans ca
nh thit k" lm t kha mua nhiu qun jeans. Trong thi gian ch i, bn thy rng c t
ngi nhp vo qung co vi "qun jeans xanh" lm t kha, nhng khng c ai trong s
h mua hng. Do , bn quyt nh ngng u t vo t kha "qun jeans xanh" v t
thm tin vo t kha "mua qun jeans ca nh thit k", dn n nhiu ln mua hng hn
v li tc u t ca bn cao hn.
c tip tm hiu thm v chuyn i, l do bn mun s dng theo di chuyn i, cch
theo di chuyn i hot ng v cch chng ti bo v quyn ring t v bo mt ca khch
hng.
Chuyn i
Chuyn i l hnh ng ca khch hng c gi tr vi doanh nghip ca bn, chng hn nh
mua hng, ti xung ng dng, truy cp trang web, in vo biu mu hoc k hp ng. Hnh
ng trc tuyn v ngoi tuyn c gi l chuyn i bi v nhp chut ca khch hng
bin i hoc chuyn i thnh hot ng kinh doanh.
Ti sao li o lng chuyn i
o lng chuyn i hu ch cho doanh nghip ca bn nu bn ang c gng thc hin nhng
vic sau:
Kt ni qung co v t kha vi mc tiu doanh nghip ca bn: C th bn mun
mi ngi xem mt trang c th nhiu hn hoc bn mun nhiu ln mua hng hn. Theo
di chuyn i c th hin th cho bn t kha no ang gip bn p ng cc mc tiu c
th bng cch kt ni cc t kha vi hnh ng.
Tng ROI ca bn: Khng phi tt c cc t kha u nh nhau. Nhng nu bn bit t
kha no c v t kha no khng mang li doanh thu nhiu nht, bn c th thc hin
u t thng minh hn vo cc t kha v trnh nhng t kha hon ton v ch.
Xem cch khch hng tng tc vi qung co ca bn trn nhiu thit b: i khi,
khch hng nhp vo qung co ca bn trn mt thit b v sau thc hin mua hng
trn mt thit b khc. iu ny c gi l chuyn i trn nhiu thit b v bn c th
thy nhng chuyn i ny trong ct Tng s chuyn i c tnh trong ti khon
AdWords ca mnh.
Cc loi chuyn i
C hai cch tnh chuyn i vi Theo di chuyn i: 1 ln cho mi nhp chut v nhiu ln
cho mi nhp chut. Bn c th chn s liu hu ch nht cho mnh khi thit lp Theo di
chuyn i.
Chuyn i (1 ln cho mi nhp chut)
Chuyn i (1 ln cho mi nhp chut) tnh mt chuyn i cho mi nhp chut ln qung
202

co AdWords dn n chuyn i trong thi hn chuyn i bn chn. iu ny c
ngha l nu nhiu chuyn i xy ra sau mt nhp chut duy nht ln qung co, cc
chuyn i sau chuyn i u tin s khng c tnh. Nhng s liu ny hu ch o
lng s chuyn i gn bng s ln ginh c khch hng duy nht nh khch hng
tim nng v ng k.

Chuyn i (nhiu ln cho mi nhp chut)
Chuyn i (nhiu ln cho mi nhp chut) tnh mt chuyn i mi ln chuyn i c
to thnh sau nhp chut AdWords, trong thi hn chuyn i bn chn. Chuyn i
(nhiu ln cho mi nhp chut) s tnh nhiu chuyn i cho mi nhp chut. S liu ny
hu ch cho vic o lng chuyn i c gi tr mi khi chuyn i xy ra nh mua hng.
Cch hot ng v thit lp
Theo di chuyn i hot ng bng cch thm mt on m HTML v JavaScript n l cho
trang web ca bn (tt nhin, khng lm chm trang web). C th, on m ny c t trn
trang m khch hng ca bn thy sau khi h hon tt chuyn i -- v d: trang "Cm n" m
h s thy sau khi mua hng.
Mi khi mt khch hng nhp vo qung co ca bn trn Google.com.vn hoc cc trang web
c chn trn Mng Google, cookie tm thi c t trn my tnh ca khch hng
chuyn i c th c ghi li khi ngi dng n trang chuyn i.
Chuyn i trc tuyn
thit lp theo di chuyn i cho trang web ca bn, bn s to on m HTML v JavaScript
trong AdWords. Sau , bn s t m trn trang web ca mnh. Xem hng dn thit lp ca
chng ti bn di c hng dn tng bc.

Chuyn i ngoi tuyn
Nu bn mun theo di chuyn i ngoi tuyn, chng hn nh bn hng qua in thoi hoc
ti vn phng ca bn, bn s thc hin cc bc sau theo di v nhp chuyn i ngoi
tuyn bn c th xem cc chuyn i ngoi tuyn ny trong AdWords.
Bo mt v quyn ring t
Tiu chun bo mt ca Google rt nghim ngt. Ch cc trang c cha m chuyn i ca
Google mi c theo di thng qua chng trnh ny. Chng ti s dng m ha d liu v
my ch bo mt.
Quyn ring t cng rt quan trng i vi Google. l l do chng ti thc hin nhng vic
sau bo v quyn ring t ca khch hng ca bn:
Cc my ch dnh cho theo di chuyn i v kt qu tm kim u c tch ring.
Cookie theo di chuyn i ch tn ti trong mt thi gian gii hn.
Chuyn i khng b tch bit: iu ny c ngha l bn khng th i snh d liu
chuyn i vi khch hng c th, ch cn xem d liu tng th cho qung co v t kha.
203

Theo di chuyn i bao gm ty chn thng bo cho khch hng v cookie:
Trong qu trnh thit lp, chng ti s gip bn to hp thng bo cho trang web ca bn
cho php khch hng bit h ang c theo di. Hp thng bo ny c gi l hp
Google Site Stats, xut hin trn trang chuyn i ca bn -- trang m khch hng s thy
sau khi h hon tt chuyn i. Thng bo ny ch xut
hin cho khch hng c Google ch dn n trang web ca bn. Khi khch hng nhp
vo thng bo, Google cho h bit rng h khng phi chp nhn cookie chuyn i nu
h khng mun v nhc h rng khng c thng tin c nhn no ca h c ghi li hoc
c s dng theo bt k cch no. Khch hng cng s c c hi cung cp phn hi v
trang web ca bn.
Qung b chnh sch bo mt r rng: Nu bn khng s dng hp Google Site Stats,
chng ti yu cu bn xem li chnh sch bo mt trn trang web ca mnh m bo
trang web cng khai vic bn s dng cng ngh theo di.
Mo
i vi thng bo Google Site Stats, chng ti khuyn bn nn t hnh nh gc di bn
phi ca trang chuyn i, khng cao hn 1/4 mn hnh t dng cui cng ca ni dung.


8.7. Tng quan v cc mo cn thit ci thin kt qu AdWords ca bn
V bn thit lp v chy, hiu r cch qun l qung co v o lng kt qu ca mnh, y l
lc suy ngh v vic ti u ha ti khon ca bn. Ti u ha c th nhm c c lu
lng truy cp nhiu hn v khch hng tim nng tt hn, gim chi ph qung co hoc ci
thin li tc u t (ROI) ca bn, trong s cc mc tiu qung co khc.
Ti u ha c ngha l thc hin cc bc nhn c kt qu bn mun bng cch ci thin
cht lng v hiu sut ti khon ca bn m khng tng chi ph. Ti u ha c th bao gm ci
thin vn bn qung co, thay i gi thu, thay i ty chn nhm mc tiu qung co, t chc
tt hn trong chin dch, v.v... Di y l tm tt cc mo quan trng ca chng ti ci thin
cht lng v hiu sut ti khon ca bn:
To qung co vn bn thnh cng
Khng d din t mi th bn mun ni v doanh nghip ca mnh ch trong mt vi t.
Tp trung vo nhng iu sau:
204

Lm ni bt nhng g khin cho sn phm v dch v ca bn ni bt; bao gm gi v
khuyn mi.
Cho khch hng ca bn bit rng hnh ng g h c th thc hin, s dng ng t
mnh nh "mua", "ng k ngay" hay "gi ngay hm nay".
Bao gm t nht mt t kha hot ng tt trong vn bn qung co ca bn.
m bo vn bn qung co ca bn khp vi vn bn m mi ngi s thy khi h truy
cp trang web ca bn.
Ci thin t kha ca bn
Khi bn bit cch tm kim d liu cho t kha ca mnh, bn c th xc nh cc t kha hot
ng km v lm cho n hot ng tch cc hn cho bn. Bn s mun ci thin mc lin
quan ca cc t kha ca mnh gip tng im cht lng ca cc t kha hoc sa i loi
i snh cho nhng t kha khng gip bn p ng mc tiu qung co ca mnh. Bn cng
c th xa hon ton cc t kha hot ng km khi chin dch ca mnh.
Tp trung vo ci thin li tc u t (ROI) ca bn
ci thin ROI ca bn, hy tp trung vo vic ci thin tim nng chuyn i thng qua vic
thu ht ng khch hng n doanh nghip ca bn. Bn c th thc hin vic ny bng cch
thc hin mt vi bc:
S dng t kha v vn bn qung co c lin quan cao. V d: nu bn iu hnh mt
doanh nghip chuyn v giy chy b dnh cho n, hy th s dng "giy chy b dnh
cho n" thay v ch n gin l "giy". Bn c th tng gi thu ca mnh cho nhng t
kha cho thy li nhun, tng hin th qung co v to nhiu lu lng truy cp hn
v bn c th gim gi thu cho t kha khng mang li li nhun, gim chi ph.
S dng trang ch trong trang web ca bn c lin quan nht n qung co ca bn,
m bo khch hng c c iu h mong i. Nu bn ang chy qung co cho mt
loi giy chy b c th dnh cho n -- gi s giy inh -- th hy c gng gi khch hng
n trang trong trang web ca bn lin quan n bn giy inh.
m bo trang web ca bn d dng iu hng.
Ci thin chi ph ca bn
Ti u ha ngn sch v gi thu khng nht thit phi chi tiu nhiu hn -- m l chi tiu thng
minh hn. Bc quan trng u tin l hiu mi quan h gia chi ph v cht lng. im cht
lng ca t kha cng cao, gi bn tr cho mi nhp chut cng thp v v tr qung co ca t
kha cng tt.
Mt khi bn nm vng c mi quan h gia cht lng v chi ph, bn c th theo di ROI
ca mnh, th nghim vi ngn sch v gi thu xem nhng g hiu qu nht, ng thi s
dng d liu hiu sut gip bn xc nh ni s tin ca bn s c tc ng nhiu nht.
T chc ti khon ca bn thnh cng
T chc ti khon tt gip bn nhanh chng thc hin thay i, nhm mc tiu qung co hiu
qu v cui cng l t c nhiu mc tiu qung co. Bng cch to cc chin dch c cu
205

trc tt theo ch hoc sn phm (giy inh dnh cho n, giy chy b dnh cho n, v.v...),
bn cng s c cc b qung co v t kha c lin quan trc tip vi nhau, gip ci thin im
cht lng ca bn. Vi ti khon c cu trc tt, bn c th:
Xc nh qung co no ang to chuyn i ti u (nh bn hng hoc khch hng tim
nng) v lu lng truy cp.
D dng theo di thay i.
Duy tr kim sot ngn sch v chi ph tt hn.
Nhanh chng tm t kha c th.
D dng qun l v chnh sa chin dch ca bn.
hn tng ci thin ti khon ca bn
S dng Tab c hi trong ti khon AdWords, bn c th c c hi c ty chnh cho ti khon
ca mnh. Tab ny c th gip bn khm ph t kha mi, ci thin gi thu v ngn sch ca
bn v nhiu hn na. Bn c th xem xt cc c hi, nh gi tc ng tim nng ca chng,
sau p dng chng trc tip cho ti khon ca bn.
Gim thiu nhp chut gi tr thp
Bn ang c c lu lng truy cp tt t cc qung co ca mnh nhng khng ngi
mua phi khng? Bn c th s dng Theo di chuyn i o lng s ngi thc s mua
hoc ng k iu g sau khi h truy cp vo trang web ca bn. Sau , c mt s iu bn
c th lm ci thin t l chuyn i ca bn, nh thm t kha v t kha ph nh c th
hn.


8.8. Hiu tri nghim trang ch
Tri nghim trang ch cp n nh gi ca chng ti v tri nghim ca mt 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 ni 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 khng ch n im cht lng, m cn n chi ph
qung co v v tr qung co.
L do tri nghim trang ch li quan trng
206

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 khng 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 trang ch ca bn
Chng ti 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. i 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 ni 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 thng tin .
o Phn bit cc lin kt c ti tr, nh qung co, vi phn cn li ca ni 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.
3. Kh nng iu hng d dng
o Khng 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 khng thy tc ng ngay lp tc nhng
bn c th thy kt qu trong vi ngy hoc tun.
Loi tr trang ch ca bn khi xem xt
Theo mc nh, h thng AdWords xem xt trang ch c qung co nh gi tri nghim
trang ch. Nu bn khng mun mt s trang ch ca bn c xem xt, bn c th thc hin
207

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 ti s khng c nhiu thng 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 chut (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 khng 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 ti thc s khuyn bn khng nn hn ch tnh nng xem xt t ng do h
thng ca chng ti 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: /
Mt 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 mt s phn nht nh ca trang web (v d: bn
trong th mc c tn /shopping_cart/), thm m sau vo tprobots.txt:
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 khng 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 ti 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 ti 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 trang ch ca trang web
208

Bn c th xem tri nghim trang ch cho bt k trang web ch no bng cch truy cp tab T
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 mt 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 mt 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 trang ch so vi trang web
Khi chng ti xem xt trang ch, i khi chng ti gp cc trang khng tun theo Chnh sch
qung co ca chng ti. V d: nu trang ch ca bn cha phn mm c hi (nh vi rt), th
l mt trang ch kh km. Thay v gn cho bn trng thi tri nghim trang ch "Di trung
bnh", bn s hon ton khng nhn c im. Thay vo , bn s thy trng thi cht lng
trang ch ca mnh l "Khng 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 khng th c qung co vi AdWords bi v trang web khng tun theo mt
trong cc chnh sch trang web ca chng ti.
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 ni dung chng ti khng cho php, nh phn mm c hi hoc sn phm bt hp php,
chng ti c th tm ngng trang web ca bn bo v khch hng ca chng ti. Khi trang
web b tm ngng, iu c ngha l bn s khng th qung co trang web b tm ngng
cho n khi tt c cc vi phm chnh sch c gii quyt.


8.9. Cc cng c v chin lc ti u ha t kha
S dng nhng cng c ny tm t kha mi v xc nh nhng t kha no cn ti
u ha
S dng Cng c t kha suy ngh v cc tng cho danh sch t kha v tm t kha
ph nh trong khi to chin dch. Khi cng c to mt s tng ban u th bn c
th nhp li cc kt qu c lin quan vo cng c to cc tng t kho c th hn
na. Thm t kha c lin quan vo nhm qung co tp trung vo ch hoc sn phm
.


S dng chn on t kha c ci nhn su sc v hiu sut t kha ca bn, bao gm
im cht lng trn thang im 1-10. Bn c th mun xa cc t kha c im cht
lng thp v thm nhiu t kha ging vi nhng t kha c im cao hn. Nu bn
thc s mun chy trn cc t kha , hy xem xt vic chuyn cc t kha ny sang
209

nhm qung co khc v th nghim chng vi mt qung co mi. Nu cc t kha vn
khng hot ng tt sau mt thng, hy xa cc t kha .


Chy bo co "cm t tm kim" xem tt c cc truy vn tm kim kch hot qung
co ca bn. Bn c th s dng bo co ny xc nh cc truy vn c lin quan thc
y lu lng truy cp n trang web ca bn v thm cc truy vn ny lm t kha mi.
Nu bn thy bt k cm t khng lin quan no, hy thm cc cm t lm t kha
ph nh vo nhm qung co hoc chin dch ca bn.


S dng Cng c c tnh lu lng truy cp tm cc c tnh lu lng truy cp v chi
ph ca t kha nhm xc nh cc t kha tim nng. Nh bit lu lng truy cp c
tnh cho t kha, bn cng c th t gi thu t kha thch hp s ti a ha hin th
qung co trong gii hn ngn sch hng ngy.


Ti u ha t kha c CTR tt hn
Nu bn tp trung vo CTR, bn c th mun xa cc t kha c s ln hin th cao nhng s
nhp chut thp. Nhng t kha ny c th qu chung chung hoc khng lin quan v ang
tch ly nhiu ln hin th nhng rt t nhp chut. i vi CTR, mt iu cng rt quan trng l
cn tp trung vo cc t kha ph nh ngn hin th khng c kh nng dn n nhp
chut. Cng vi t kha ph nh, hy xem xt dng th cc ty chn i snh t kha khc
nhau nh i snh cm t gim s tm kim khng lin quan.

Ti u ha t kha c ROI tt hn
im mu cht ca bt k t kha no l gi tr m t kha to ra so vi chi ph ca t kha.
xc nh kh nng sinh li ca t kha, bn c th theo di cc chuyn i t t kha bng
cng c theo di chuyn i min ph ca Google. Khi bn c d liu chuyn i, bn c th xc
nh v xa t kha tch ly chi ph cao nhng c rt t chuyn i. Khi bn hiu gi tr ca mi
t kha, bn cng c th tng kh nng sinh li ca t kha bng cch iu chnh gi thu
CPC hoc CPM ca t kha. i vi cc t kho c li nhun, hy tng gi thu tng hin th
v to lu lng truy cp ln hn. i vi cc t kho khng c li nhun, hy gim gi thu
gim chi ph ca bn.
C gng hiu ngi dng c th giai on no trong chu k mua hng. V d: ngi dng ang
tm kim cc cm t nh "nh gi" hoc "xp hng" c th vn nghin cu sn phm v c th
t c kh nng thc hin mua hng giai on . nhm mc tiu n ngi mua hng thc
s, bn c th th s dng cc cm t kha bao gm cc t c lin quan n chuyn i nh
"mua", "mua hng" hoc "t hng" v s dng "nh gi" lm t kha ph nh. Bn cng c
th bao gm tn sn phm c th m bn bn v s kiu. Ngi dng ang tm kim cc cm t
tht c th bit chnh xc nhng g h ang tm kim v c th c nhiu kh nng chuyn i
cho bn.
S dng ty chn i snh t kha thch hp kim sot nhng ai xem qung co ca
bn
Th nghim vi ty chn i snh t kha.Bn ty chn i snh ny xc nh tm kim no
ca Google c th kch hot qung co ca bn xut hin, gip bn kim sot nhng ai xem
qung co ca mnh. Vi i snh rng, bn thng s nhn s ln hin th qung co nhiu
nht.

S dng t kha ph nh loi tr cc nhp chut khng mong mun
T kha ph nh c th gip tng ROI v t l chuyn i bng cch ngn qung co ca bn
hin th cho cc tm kim bao gm t hoc cm t . Bng cch lc ra hin th khng mong
210

mun, t kha ph nh c th gip bn t c trin vng thch hp nht, gim chi ph v
tng li tc u t ca bn.
Khi to danh sch t kha ph nh, hy c gng cng tng tn cng tt. Tuy nhin, hy cn
thn khng c t kha ph nh no ca bn trng lp vi t kha thng thng do iu ny
c th khin qung co ca bn khng hin th cho t kha . V d: mt nh qung co cho t
chc ti chnh cung cp cc khon vay nhng khng cung cp bo gi li sut thc t m c th
mun bao gm "li sut" v "li" lm t kha ph nh. Tuy nhin, nu anh ta mun bao gm
"li sut cho vay c th chp c nh" trong danh sch t kha ca mnh, anh ta khng nn bao
gm "li sut" trong danh sch t kha ph nh ca chin dch.
Bn c th s dng t kha ph nh v mt s l do:
Lc ra cc sn phm hoc dch v khc nhau: V d: mt i l bt ng sn tp trung
vo vic bn nh c th mun khng ch bao gm t kha ph nh thu v cho thu m
cn s dng Cng c t kha tm tng cho cc bin th nh thu, cho thu v thu
mn s dng lm t kha ph nh b sung.
Lc ra tm kim khng lin quan: V d: nh qung co c th pht hin rng tn ca
mt trong nhng sn phm ca mnh tnh c cng l tn ca mt nhm nhc. Trong
trng hp ny, bn nn bao gm cc t kha ph nh, chng hn nh m nhc, ban
nhc, bui ha nhc, v, li bi ht, anbom, mp3 v cc phin bn s nhiu ca nhng t
ny.
Lc ngi mua thc s: Cc nh qung co hy vng bn c hng c th mun lc ra
cc tm kim c khuynh hng nghin cu bng cch thm cc t kha ph nh nh nh
gi, xp hng, so snh v phin bn s nhiu ca cc t .

S dng cng c Chnh sa t kha ph nh ca chin dch thm t kha ph nh vo ton
b chin dch cng mt lc.

211

9. Hiu sut, li nhun v tng trng
Chia t l ngn sch theo hiu sut
Tng trng chin dch c kh nng sinh li
Tm hiu nguyn tc c bn v t gi thu da trn hiu sut
Chn s liu ti a ha li nhun
t c kh nng sinh li
Hiu tc ng ca ngn sch n li nhun
Tm hiu thng tin c bn v chin lc ngn sch trc tuyn

9.1. 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 sn c.

Thc tin tt nht: Thm ch vi cc chin dch c th m rng 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 ngt v cht lng lu lng truy cp ca
mt trong cc t kha ca bn do mt s kin tin tc.
V d: Nu bn ang chy mt 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:
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 rng 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 sn c li nhun ti u t (v d: bn bit
rng mi mua chuyn i thnh giao dch trong 3-5 tun)
212

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 mt 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)

9.2. 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: Th 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.

Giai on 2: Tng 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 mt 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 sn c. Xin chc mng!
213

Sau y l mt 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.

9.3. 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 kinh doanh khc nhau.

t gi thu cn bng gia khi lng bn hng v kh nng sinh li
Gi s t l chuyn i khng khc nhiu theo v tr qung co, cc xu hng sau l quan trng
cn nh:
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 mt 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 chut
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.
Mt 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 chut hoc v tr qung co a thch.
214

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 mt mc
tiu khc th mc tiu no l quan trng hn vi h?

9.4. Chn s liu ti a ha li nhun
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 mt 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 mt sn phm hoc dch v nht
nh, y l mt 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, hy 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 mt 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 mt
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 mt vi mc tiu khc nhau
xem bn c th tm ra ng dn n kt qu tt hn khng!
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9.5. 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 mt 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 mt 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 cng 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:
cng 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.
216

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 mt 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 mt
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 mt tiu chun n gin
v kh nng sinh li.

9.6. 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

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.
217

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).

9.7. Tm hiu thng 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 mt s u im chnh ca chin dch trc tuyn v gii thch
cch mt 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.

218

10. Qun l nhiu ti khon
To Ti khon trung tm khch hng
S dng Trung tm khch hng
Hiu cc cp truy cp Trung tm khch hng (MCC)
Gii thiu v Bng iu khin MCC
Qun l mt ti khon ln hoc nhiu ti khon

10.1. To Ti khon trung tm khch hng
Nu bn l i l hoc ngi no qun l nhiu ti khon AdWords, th ti khon Trung tm
khch hng (MCC) c th gip bn tit kim thi gian bng cch cho php bn xem v d dng
qun l tt c cc ti khon AdWords ca bn t mt ti khon. Ngoi ra, vic c ti khon MCC
s cho php bn ly d liu, chy cc tp lnh v thc hin cc hnh ng trn tt c ti khon
ca mnh.
Cch ti khon MCC c th gip bn tit kim thi gian
D dng xem nhiu ti khon c qun l, bao gm cc ti khon MCC khc, qua ch
xem Trung tm khch hng.
Xem thng tin c lin quan cho tt c ti khon c qun l ti mt v tr.
Chy bo co trn nhiu ti khon c qun l mt lc hoc ti xung ch xem Trung
tm khch hng vo tp CSV.
S dng mt thng tin ng nhp duy nht truy cp vo tt c ti khon c qun l.
To v lin kt ti khon AdWords t trong ti khon MCC ca bn.
To ti khon MCC
to ti khon MCC, hy thc hin theo bn bc sau:
1. Truy cp http://www.google.com/intl/en/adwords/myclientcenter/ v nhp vo ng k
ngay by gi gc trn cng.
2. Chn tn ngi dng v mt khu mi. Khng c s dng tn ngi dng v mt khu
ny ng nhp vo cc ti khon AdWords khc.
3. t thng tin tng qut, chng hn nh tn ti khon v cch bn lp k hoch s dng
ti khon, cng nh mi gi mi v n v tin t mi. Bn c th mun chn mi gi bn
lm vic v n v tin t bn kinh doanh.
4. Nu bn ng vi iu khon dch v, hy chp nhn cc quy tc s dng v bn
hon tt. Bn c mt ti khon MCC hon ton mi!
Lin kt ti khon AdWords vi ti khon MCC ca bn
219

Lin kt ti khon AdWords hin ti
lin kt ti khon AdWords hin ti vi MCC ca bn:
1. Hy truy lc s ID khch hng AdWords ca khch hng ca bn (xut hin gc trn cng
ca trang ti khon AdWords).
2. ng nhp vo MCC ca bn ti https://adwords.google.com.vn.
3. Nhp vo Lin kt ti khon hin ti, xut hin pha trn bng ti khon c qun l
ca bn.
4. Nhp s ID khch hng ca khch hng mi vo trng thch hp.
5. Nhp vo Tip tc, sau Gi.
6. Khi bn nhp vo Gi, khch hng s nhn c thng bo ti khon mi h lin kt vi
ti khon ca bn. Nu h l qun tr vin trn ti khon, h c th chp nhn li mi ca
bn bng cch truy cp vo "Ti khon ca ti" > "Truy cp ti khon" trong ti khon ca
h v nhp vo "Chp nhn li mi".
Trong qu trnh ny, bn s thy thng bo ang ch x l i vi ti khon (sp) c qun l
trong MCC ca mnh. Khi khch hng chp nhn, bn s nhn c thng bo xc nhn v ti
khon s t ng c lin kt vi MCC ca bn.
Lin kt ti khon AdWords mi
to v lin kt ti khon AdWords vi MCC ca bn:
1. ng nhp vo MCC ca bn ti https://adwords.google.com.vn.
2. Nhp vo lin kt To ti khon pha trn bng ti khon c qun l ca bn.
3. Hon tt biu mu v nhp vo To ti khon.
4. Nhp vo To chin dch to chin dch cho khch hng ca bn trong trnh hng dn
ng k AdWords. Sau , hy quay li MCC ca bn nhp thng tin thanh ton ca
khch hng. Bn s cn phi nhp thng tin ny kch hot ti khon c qun l mi
ca bn. Bn cng c th quay li bc ny sau bng cch nhp vo ti khon c
qun l trong ch xem chnh ca MCC.
Hy lin kt ti khon AdWords khi ti khon MCC ca bn
Quan trng: Nu bn hy lin kt mt ti khon trn Chi tiu do ngi qun l xc nh (MDS),
th tt c ngn sch ang hot ng v ang ch x l s b v hiu v qung co ca ti khon
s ngng phn pht trong vng 30 pht. Bn s khng c lp ha n cho hot ng ca ti
khon din ra sau thi im ny. Tuy nhin, bn s c lp ha n cho bt k chi ph cha
thanh ton no c tch ly trc khi ti khon b hy lin kt. Ti khon s tip tc phn phi
qung co khi ti khon c lin kt vi MCC mi v c ch nh mt ngn sch.
hy lin kt ti khon t MCC ca bn:
1. ng nhp vo MCC ca bn ti https://adwords.google.com.vn.
2. Chn ti khon c qun l m bn mun hy lin kt.
3. Nhp vo "Sp xp ti khon".
220

4. Nhp vo "Hy lin kt (cc) ti khon".

10.2. S dng Trung tm khch hng
Trung tm khch hng (MCC) l cng c mnh m dng x l nhiu ti khon AdWords. Hy
xem MCC l ti khon vi nhiu ti khon AdWords (ti khon c qun l) c lin kt vi
ti khon . Ti khon tit kim thi gian bng cch cho php bn xem v d dng qun l
tt c cc ti khon AdWords ca mnh t mt v tr. Ti khon MCC khng phi l "bn nng
cp" ca ti khon AdWords ca bn. Thay vo , l mt ti khon hon ton mi m bn
to.
Ai nn s dng ti khon MCC
Nh qung co ln c nhiu ti khon AdWords
Cc bn th ba, chng hn nh:
o i l
o Nh tip th bng cng c tm kim (SEM)
o Ngi qun l gi thu t ng (ABM)
o V cc chuyn gia tip th trc tuyn khc qun l nhiu ti khon khch hng hoc
chin dch ln
Bn c th lm g vi ti khon MCC
S dng mt thng tin ng nhp truy cp vo tt c ti khon c qun l.
D dng xem nhiu ti khon c qun l, k c cc ti khon MCC khc, bng cch s
dng ch xem Trung tm khch hng.
Xem thng tin c lin quan cho tt c ti khon c qun l ti mt v tr.
Chy bo co trn nhiu ti khon c qun l cng mt lc hoc ti xung ch xem
Trung tm khch hng vo tp CSV.
Nhanh chng to v lin kt cc ti khon AdWords mi t trong ti khon MCC ca bn.
Nh thng l, ch s hu ti khon c qun l ring l c th ng nhp vo ti khon
AdWords ca h v duy tr quyn truy cp vo thng tin ng nhp ca mnh.
Cch to ti khon MCC
Hy thc hin theo bn bc c bn sau:
1. Truy cp http://www.google.com/intl/vi/adwords/myclientcenter/ v nhp vo "ng k
ngay by gi" gc trn cng.
2. Chn tn ngi dng v mt khu hon ton mi. Chng ti khuyn bn nn chn tn
ngi dng v mt khu khc vi bt k tn ngi dng hoc mt khu no m bn s
dng vi AdWords trc .
221

3. t thng tin tng qut, chng hn nh tn ti khon v cch bn lp k hoch s dng
ti khon, cng nh mi gi mi v n v tin t mi.
4. Chp nhn quy tc s dng v bn hon tt. Bn c ti khon MCC hon ton mi!

10.3. Hiu cc cp truy cp Trung tm khch hng (MCC)
Bn c th coi cp ti khon MCC nh mt ci cy. Mi MCC cp cao nht c th phn nhnh
qun l cc ti khon c nhn hoc cc MCC khc. Sau , cc MCC cp ph c th phn nhnh
qun l nhiu ti khon hoc MCC c nhn hn, v.v... gip bn iu hng thng qua cu
trc ny, ng dn nm u mi trang ti khon ghi li s lng cp ti khon cho v tr hin
ti ca bn. Lu rng bn c th lin kt vi ti a bn cp MCC trn hoc di cp ca mnh.
Tng quan v cp v vai tr ca ngi qun l MCC
Khi bn lin kt Trung tm khch hng (MCC) cp ph vi MCC cp cao nht ca mnh, bn c
th qun l ti khon ging nh cch m bn qun l ti khon AdWords ring l hin ti.
truy cp vo MCC c qun l, ng nhp vo MCC cp cao nht ca bn. T y, bn c
th iu hng n cc MCC khc bng cch thc hin mt trong nhng iu sau:
Chn MCC cp ph t trnh n th xung "Chuyn sang khch hng" c lit k u
trang. Cc MCC cp ph c biu th bng du hoa th.
Nhp vo MCC cp ph t bng ti khon c qun l. "Ngi qun l khch hng" s
c ch ra bn di ID khch hng.
Ch nh ngi qun l v cp MCC
Bn c th cp cho ai quyn ch truy cp vo mt s ti khon c qun l trong Trung tm
khch hng (MCC) bng cch tn dng kh nng lin kt MCC vi mt MCC khc. V d bn di
minh ha chi tit hn v tng ny:
Amy qun l nm ti khon v c mun i tc ca mnh, Bill gip c qun l ba trong s nm
ti khon . hon thnh vic ny:
1. Amy hy lin kt ba ti khon t MCC ca c.
2. Bill to MCC ca chnh mnh, lin kt ba ti khon .
3. Sau , Amy lin kt MCC ca Bill vi MCC ca c.
Amy vn c quyn truy cp vo ton b nm ti khon: hai qua MCC ca c v ba qua MCC ca
Bill. Ni cch khc, Bill ch c quyn truy cp vo ba ti khon trong MCC ca anh.
Thay i ngi qun l khch hng
Vic di chuyn ti khon c qun l sang mt Trung tm khch hng (MCC) khc rt n gin
trong MCC cp cao nht ca bn. Nu bn cn di chuyn MCC hoc ti khon c qun l ch
c quyn truy cp API, vui lng lin h vi chng ti v chng ti c th tr gip bn. Nu bn di
222

chuyn ti khon theo Chi tiu do ngi qun l xc nh (MDS) t mt MCC sang mt MCC
khc, c hai MCC phi c quyn truy cp vo n t hng do ngi qun l xc nh (MDO)
cung cp ti khon cho cc qung co tip tc chy. Nu MCC mi khng c quyn truy cp, tt
c ngn sch ang hot ng v cha x l ca ti khon ny s b v hiu ho, ng thi
qung co ca ti khon s ngng chy trong 30 pht. Vic cung cp qung co s c tip tc
li khi ngi qun l khch hng mi to mt ngn sch cho ti khon.
V d 1:
MDO c p dng cho MCC cp cao nht cha hai MCC cp ph. Bn di chuyn ti khon
c qun l t MCC ph 1 sang MCC ph 2. Qung co ca ti khon vn chy do ti khon
c qun l vn nm trong cng mt MDO.
V d 2:
MCC cp cao nht ca bn cha hai MCC cp ph. Tuy nhin, mi MCC ph c MDO ring. Bn
di chuyn ti khon c qun l t MCC ph 1 sang MCC ph 2. Ngn sch ca ti khon c
qun l b chm dt v qung co ngng chy do ti khon ny b thay i MDO. Qung co ca
ti khon ny s tip tc chy khi bn to mt ngn sch mi cho ti khon.



10.4. Gii thiu v Bng iu khin MCC
Bng iu khin MCC gip d dng xem nhiu loi thng k ti khon khch hng hn t cp ti
khon MCC cao nht. Thng k hiu sut v ngn sch cho cc ti khon khch hng hin c
hin th trn tng trang c gn tab ring, cung cp ch xem s liu thng k chnh ton
din hn, cp cao nht trn cc ti khon c qun l. By gi, bn cng c th chn khong
thi gian xem thng k, gip d dng gii hn ch xem thng k ti khon ca mnh theo
phm vi tun, thng, nm hoc ngy c th.
Trn trang Hiu sut, bn s tm thy s liu thng k v nhp chut, chuyn i v t l chuyn
i, cng nh cc ct Nhp chut qua Mng tm kim v Hin th ring l, cho php d dng so
snh hiu sut da trn v tr ca mng.
Trn trang Ngn sch, bn s tm thy thng tin v ngy bt u v ngy kt thc, phn trm chi
tiu ngn sch v tng chi tiu cho mi ti khon.
Vui lng c Cu Hi Thng Gp ca chng ti tm hiu v tn sut cp nht thng k ca
Bng iu khin MCC.

223

10.5. Qun l mt ti khon ln hoc nhiu ti khon
Nu bn ang c bi vit ny, th bn nm vng cc khi nhim c bn v AdWords v bn
sn sng tm hiu v mt s cng c nng cao ca chng ti -- c bit, cc cng c tit
kim thi gian m bn c th s dng qun l mt ti khon ln hoc nhiu ti khon cng
mt lc. Chng ti s nhn mnh: AdWords Editor, Giao din lp trnh ng dng (API) ca
AdWords, Trung tm khch hng (MCC) ca AdWords v AdWords ValueTrack. Nhng cng c
ny c th gip bn hp l ha lung cng vic, to cc ng dng v theo di thng tin chi tit
v mi nhp chut trn qung co ca mnh.
Hng lot tc v
Nu bn c mt ti khon, bn c th chn nhiu mc trn tab chin dch, t kha, nhm
qung co hoc qung co, sau , thc hin cc thay i cho cc la chn ny s dng
nt Chnh sa. V d: bn c th chn hng trm qung co, sau , thay i vn bn qung
co, URL ch hoc URL hin th trn tt c cc qung co ny. Bn c th thc hin hng lot
thay i tng t cho ngn sch ca chin dch v nhm qung co hoc gi thu trn t kha
chng hn.
AdWords Editor
Nu bn c s lng ln chin dch hoc t kha, AdWords Editor c th hp l ha cc thay i
ti khon ca bn v tit kim thi gian cho bn. Quy trnh c bn l: ti xung ti khon, chnh
sa chin dch ngoi tuyn, sau ti cc thay i ln AdWords.
D bn chnh sa mt t kha hay thm hng trm qung co vn bn, Editor u cho php
bn thc hin cc thay i cho ti khon ca mnh mt cch nhanh chng v thun tin. S
dng Editor, bn c th:
Thc hin tm kim chi tit trn cc chin dch
Lm vic ngoi tuyn, sau ti ln cc thay i ca bn bt k lc no.
Thc hin hng lot thay i, nh cp nht gi thu hoc thm t kha.
Sao chp hoc di chuyn cc mc gia cc nhm qung co v chin dch.
iu hng thng qua ti khon ca bn mt cch nhanh chng v d dng.
Truyn cc thay i c xut cho ngi khc v nhn phn hi t h trc khi bn
ng thay i.
Giao din lp trnh ng dng AdWords
Giao din lp trnh ng dng (API) ca Google AdWords cho php nh pht trin to cc ng
dng tng tc trc tip vi my ch Google AdWords. V API rt 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:
To t ng t kha, vn bn qung co, URL ch v bo co ty chnh.
224

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 ti khon.
Bn thm ch c th pht trin bng ngn ng m bn chn. Giao din API SOAP ca AdWords
c tt c cc ngn ng lp trnh ph bin h tr, bao gm Java, PHP, Python, .NET, Perl, Ruby
v Javascript.
Trung tm khch hng ca AdWords
Hy coi ti khon Trung tm khch hng (MCC) l ti khon "" vi nhiu ti khon AdWords
("ti khon c qun l") c lin kt vi n. Vi MCC, bn c th qun l nhiu ti khon
AdWords nhanh chng v d dng t mt v tr. S dng ti khon MCC, bn c th:
S dng mt thng tin ng nhp duy nht truy cp vo tt c ti khon c qun l.
D dng xem nhiu ti khon c qun l, bao gm cc ti khon MCC khc, qua ch
xem Trung tm khch hng.
Xem thng tin c lin quan cho tt c ti khon c qun l ti mt v tr.
Chy bo co trn nhiu ti khon c qun l cng mt lc hoc ti xung ch xem
Trung tm khch hng vo tp CSV.
Nhanh chng to v lin kt cc ti khon AdWords mi t trong ti khon MCC ca bn.
Ch s hu ti khon c qun l ring l lun c th ng nhp vo ti khon AdWords v
duy tr quyn truy cp vo thng tin ng nhp ca mnh.
Tm hiu cch to ti khon Trung tm khch hng.
AdWords ValueTrack
ValueTrack l tnh nng gn th URL AdWords d s dng ca chng ti. Bn c th s dng
ValueTrack vi Google Analytics hoc gii php theo di ca ring bn nhn c d liu chi
tit v tng nhp chut ln qung co ca mnh. Thng tin ny cho php bn iu chnh chin
dch v ci t ca mnh ci thin li tc u t.
y l cch tnh nng ny hot ng: khi mt ngi nhp vo qung co v truy cp trang web
ca bn, ValueTrack c th ghi li thng tin nht nh, v d nh trang web ni khch truy cp
nhp vo qung co ca bn, qung co c th c hin th v t kha khin qung
co xut hin. s dng ValueTrack, bn s thm th c bit m chng ti cung cp vo URL
ch ca qung co ca bn.