The Brand Tax: Google bɛ tɔnɔ sɔrɔ cogo min na ka bɔ ɲinini na i ye min ta kaban Yala i bɛ ka impositi dɔ sara Google la k’a sɔrɔ i t’a dɔn wa? Jagokɛyɔrɔ caman bɛ ɲinini saralenw jateminɛcogo ɲumanw ye, nka daɲɛ kolomaw minnu bɛ taamasiyɛn kɛ, olu ka teli ka tiɲɛ dɔ dogo min musaka ka bon. Nin ko in, n’o ye Google bɛ tɔnɔ sɔrɔ ɲinini na i ye baara kɛ kosɛbɛ walasa ka min da, o ye fɛnba ye min nafa ka bon kosɛbɛ nka a ka c’a la, a bɛ fɔ ka ban nizɛri feereli fɛɛrɛ la. I ka ɲinini kɛcogo saralen lakika faamuyali n’a sumani nafa ka bon walasa k’i ka baarakɛnafolo sɔrɔ kokura ani ka ROI lakika bonya. Nin jikuru jugu in bɛna taamasiyɛnw taji mekanikiniw sɛgɛsɛgɛ, a nɔba min bɛ i ka sɔrɔ la, ani fɛɛrɛ minnu bɛ se ka waleya i bɛ se ka minnu kɛ walasa ka kɛlɛ kɛ. An bɛna fɛnw tiɲɛ cogo min na i bɛ se ka min kɛ tiɲɛ na i ka jatebɔsɛbɛn kɔnɔ.
"Brand Tax" ye mun ye tigitigi? Marka impositi ye musaka ye i bɛ min sɔrɔ n’i ye ɲinini ɲininkaliw digilenw sara minnu kɔnɔ i yɛrɛ ka marka tɔgɔ walima i ka jagokɛyɔrɔ taamasiyɛnw bɛ sɔrɔ. I ye wari caman bila branding, content, ani PR la walasa k’o dɔnniya in jɔ. O bɛɛ n’a ta, ni baarakɛla dɔ y’i ɲini kɛrɛnkɛrɛnnenya la, Google bɛ wari ɲini i fɛ hali bi i ka nɛɛma kosɔn k’i yɛrɛ jira piblisite saralen yɔrɔ la. O bɛ kɛ sababu ye ka kɛ sababu ye i bɛ ka wari sara tiɲɛ na sirako la, n’a sɔrɔla i tun bɛna min sɔrɔ fu biologiquement. O ye sara dogolen ye i yɛrɛ ka ɲɛtaa kan.
Mun na a bɛ iko daɲɛ kolomaw minnu bɛ taamasiyɛn kɛ, olu bɛ baara kɛ kosɛbɛ Ni an y’a lajɛ, ka lici kɛ i ka fɛn dilannen tɔgɔ kan, o bɛ i n’a fɔ fɛɛrɛ kabakoma dɔ. Metiriw ka teli ka kɛ dolow ye. Click-through rates (CTR) bɛ sankolo la, wa a ka c’a la, clic kelen musaka (CPC) bɛ dɔgɔya. Yɛlɛma hakɛw fana ka ɲi kosɛbɛ bawo baarakɛla ka laɲini ye kɛrɛnkɛrɛnnen ye kosɛbɛ. O b’a to kanpaɲi minnu bɛ kɛ ni taamasiyɛn ye, olu bɛ kɛ i n’a fɔ u bɛ baara kɛ kosɛbɛ ani u bɛ nafa sɔrɔ kosɛbɛ sigidaw kɔnɔ i n’a fɔ Google Ads. Nka, o baarakɛcogo ɲuman in ka teli ka kɛ fɛn ye min bɛ gɛlɛya belebeleba dɔ datugu.
A bɛ nɔ lakika bila i ka piblisite baarakɛnafolo la Marka impositi bɛ nɔ min bila ka ɲɛ kosɛbɛ, o ye piblisite baarakɛnafolo dilu ye. Wari min bɛ kɛ ka klikɛliw kɛ minnu bɛ wele ko branded clicks, o ye wari ye i tɛ se ka min musaka kɛ tiɲɛ na net-new sɔrɔli cɛsiriw la. Ninnu ye klikiw ye minnu bɛ se ka kɛ cogo o cogo i ka Google Knowledge Panel biologique fɛ walima i ka listing organic top-ranking fɛ. O nafolo jiginni in bɛ dan sigi i ka bonya seko la. A b’i bali ka se ka lamɛnnikɛla kuraw sɔrɔ ka ɲɛ ani ka sugu yɔrɔ kuraw sɛgɛsɛgɛ.
I yɛrɛ ka Marka Takisi jatebɔ Walasa k’i ka fɛnw jiracogo faamu, i ka kan ka musaka jateminɛ. Aw bɛ nin fɛɛrɛ ninnu labato walasa ka aw ka kalo o kalo marka taji jateminɛ:
Isolate Brand Campaigns: I ka piblisite plateforme kɔnɔ, i ka filɛri kɛ walasa ka kanpaɲiw dɔrɔn ye minnu kɔnɔ i ka brand sariyaw bɛ sɔrɔ. Kɔlɔsili Musaka bɛɛ lajɛlen: Musaka hakɛ bɛɛ sɛbɛn o kanpaɲiw na waati kɛrɛnkɛrɛnnen dɔ kɔnɔ (misali la, kalo tɛmɛnen). Analyse Organic Brand Traffic: Baara kɛ ni Google Analytics ye walasa ka organique traffic hakɛ ye ka bɔ o branded daɲɛ kelenw na. Estimate the Overlap: I ka saralen marka klikiw yɔrɔ dɔ tun bɛna minɛ cogo la min bɛ kɛ ni fɛnɲɛnamaw ye. I ka musaka min bɛ kɛ o yɔrɔ la, o ye i ka marka taji ye.
O nimɔrɔ in ka teli ka kɛ wulikan ye min bɛ mɔgɔ kabakoya jago ɲɛmɔgɔw bolo.
Fɛɛrɛ minnu bɛ se ka kɛ walasa ka i ka baarakɛnafolo sɔrɔ kokura ani ka dɔ bɔ i jigi da la I man kan ka sɔn marka taji ma i n’a fɔ jago musaka banbali. Fɛɛrɛ caman bɛ se k’aw dɛmɛ k’a nɔ dɔgɔya ani ka baarakɛcogo bɛɛ lajɛlen ɲɛ. Fɛɛrɛ min bɛ kɛ ni ɲɛmajɔ ye, o ye fɛnba ye min bɛ se ka kɛ sababu ye ka i yɛrɛ minɛ kokura. Ni ɲinini kɛcogo bɛ ka yiriwa ni AI ɲinini kura caman yeli ye, fɛɛrɛ min bɛ se ka wuli ka bɔ a nɔ na ani min bɛ kunnafoni di, o nafa ka bon ka tɛmɛn fɔlɔ kan.
Defensive Bidding: Tuma min na i ka kan ka Licitasi kɛ i ka Marka kan Kuma bɛnnenw bɛ yen minnu b’a to i ka se ka lici kɛ i ka fɛn dilannen tɔgɔ la. Tuma caman na, fɛɛrɛ min bɛ mɔgɔ yɛrɛ tanga, o de ka kan. Ni ɲɔgɔndankɛlaw bɛ ka lici kɛ i ka taamasiyɛnw kan, i ka kan ka i yɛrɛ jira sanfɛ piblisite yɔrɔ la walasa k’i ka taamasiyɛnw lakana. Ni i ka piblisite tɛ, ɲɔgɔndankɛla dɔ bɛ se ka baarakɛla dɔ minɛ min bɛ i ɲini, k’u bila sira wɛrɛ kan ka taa u yɛrɛ ka yɔrɔ la. O cogo la, marka taji ye lafasali musaka wajibiyalen ye.
Ka ɲɛɲini kɛ ka ɲɛsin Top-of-Funnel yiriwali lakika ma Laɲini laban ye ka warimaralenw tila-tila kokura ka bɔ fɛnw tɔgɔla impositi dɔgɔyali la ka kɛ baara lakikaw ye minnu bɛ kɛ sanfɛ. I ka wari bila daɲɛ kolomaw la minnu tɛ taamasiyɛn ye, minnu ŋaniya ka bon, minnu bɛ kiliyanw sama minnu t’i tɔgɔ dɔn fɔlɔ. Aw ye sira wɛrɛw sɛgɛsɛgɛ i n’a fɔ kɔnɔkow feereli, sosiyete ka kunnafonidilanw, ani PR. O cɛsiriw bɛ fɛntigiya tilennenya sabati min bɛ fɛnɲɛnɛma ɲinini nataw bila senkan, ka sɛrɛkili ɲuman dɔ da min bɛ dɔ bɔ i ka jigiya kuntaalajan na fɛntigiya piblisite saralenw kan. Baara kɛli ni baarakɛminɛnw ye minnu bɛ baara kɛ ni AI ye, o bɛ se ka kɛ nafaba ye yan ekipuw bolo minnu b’a fɛ ka baara caman kɛ waati dɔɔnin kɔnɔ.
Kuncɛli: I ka jatebɔsɛbɛn lajɛ ani ka fɛɛrɛ tigɛ Takisi min bɛ kɛ ka fɛnw mara, o ye jago nafolo tiɲɛni ye tiɲɛ na, izini caman bolo. Ni i ye i ka ɲinini kɛcogo saralen jateminɛ ani ka danfara don marka ni...baarakɛcogo ɲuman min tɛ taamasiyɛn ye, i bɛ se ka sababu nafamaw bɔ kɛnɛ kan walasa ka ɲɛtaa kɛ. Ni i ye i ka baarakɛnafolo tila kokura ka ɲɛsin yiriwali baara lakikaw ma, o bɛna i ka jago ROI bɛɛ lajɛlen ɲɛ. Yala i labɛnnen don ka wari sarali kojugu dabila wa? Aw ye aw ka ɲinini kɛcogo ɲɛ ani ka aw ka baarakɛnafolo sɔrɔ kokura ni hakilina barikamaw ye ka bɔ Seemless fɛ.
