A.

CC CI T C BN:

I. CI THIN IM CHT LNG:

1. im cht lng: im cht lng 1-10 c bo co cho mi t kha trong ti khon l c tnh
v cht lng ca qung co v trang ch c t kha kch hot. C im cht lng cao c
ngha l h thng ca Google cho rng qung co v trang ch c lin quan v hu ch i vi
ngi xem qung co ca mnh.
Link:
https://support.google.com/adwords/answer/2454010?hl=vi&vid=1-635798727366859709-330495420
3

1.1. Mc lin quan ca qung co: L trng thi t kha o mc lin quan cht ch ca t
kha vi qung co. Trng thi ny m t t kha ca mnh ph hp vi thng bo trong qung co
nh th no. V d: nu c ai tm kim t kha v qung co ca mnh xut hin, qung co ca
mnh c v c lin quan trc tip vi tm kim ca h khng?
m bo qung co ca bn c lin quan:
https://support.google.com/adwords/answer/1722089?hl=vi

1.2. Tri nghim trang ch: L suy ngh ca Google v tri nghim ca ai s tt nh th no khi
h truy cp vo trang ch ca mnh (trang web m h n sau khi nhp vo qung co ca mnh).
- Link:
https://support.google.com/adwords/answer/2404197?hl=vi&vid=1-635798727366859709-330495420
3
- Link xem nh gi v hng dn ti u tc truy cp trang web:
https://developers.google.com/speed/pagespeed/insights/

1.3. T l nhp d kin: L trng thi t kha o lng kh nng qung co s c nhp vo khi
c hin th cho t kha , bt k v tr ca qung co, tin ch m rng v cc nh dng qung
co khc c th nh hng n kh nng hin th ca qung co.
Link:
https://support.google.com/adwords/answer/1659696?hl=vi&vid=1-635798727366859709-330495420
3

2. Chin dch: Mnh nn to 1 chin dch ring cho mi loi sn phm hoc mi v tr/ a im nhm
mc tiu. Mnh khng nn kt hp nhiu loi dch v hoc v tr/ a im nhm mc tiu khc nhau
trong 1 chin dch v iu s lm: 1) gim im cht lng ca qung co, 2) qung co xut hin
khng ng vi ngi tm kim.

2.1. Chuyn sang giao din nng cao: Chnh sang ch nng cao bng cch vo Chin dch> Ci
t> Chn Mng tm kim Chun > nhp Chnh sa v chuyn t Chun thnh Tt c tnh nng.

2.2. To li nhng chin dch khng hiu qu: V lch s chy qung co ca bt c chin dch no
cng nh hng ti im cht lng ca t kho trong chin dch , nu gp chin dch khng hiu
qu hoc c im cht lng thp, mnh nn lm li chin dch mi v ti u ho li t u. Cch
nhanh nht l s dng phng thc Sao Chp/Dn chin dch.
3. Qung co: Vi mi chin dch, mnh nn vit thm mu qung co bo m t l nhp chut v
mc lin quan ca t kho c ti u. y, li khuyn ca Google l i vi mi nhm qung
co, mnh nn to t 2-3 mu qung co khc nhau. Lu l t hiu qu cao nht, mnh phi
bo m tt c cc t kho trong mt nhm qung co phi c mt trong t nht mt mu qung co
ca nhm . Mnh cng c th xem xt s dng cc li qung co vn bn khc nhau, nh qung
co u tin di ng (nh du vo u tin cho di dng trong hp thoi to qung co mi), hoc
qung co Chn t kho (xem tnh nng v cch thc hin ti
y:https://support.google.com/adwords/answer/2454041?hl=vi). Qung co vn bn m rn g:
https://support.google.com/adwords/answer/7056544?hl=vi

4. Thm ngn ng Ting Anh: L do l v cch Google xc nh ngn ng ngi dng l da trn
ngn ng mc nh ca trnh duyt web, v tn min Google m ngi s dng. Vit Nam, rt
nhiu ngi khng chnh li ngn ng trnh duyt (vn l ting Anh), hoc vo trang google.com
(Google M) nn h thng ca Google nhn nh nhng ngi s dng ting Anh. Trong trng
hp ny, qung co ca mnh s khng c hin th nu ch chn ting Vit.
Cch sa: vo tab Ci t Ngn ng, sau n vo nt Chnh sa v chn thm Ting Anh.

5. T kha: Loi i snh t kha gip kim sot nhng tm kim no c th kch hot qung co ca
mnh. V d: mnh c th s dng i snh rng hin th qung co cho i tng rng hoc 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 t kha 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 no . Vic
hiu nhng khc bit ny c th gip mnh trong vic chn ty chn ph hp v c th ci thin li
tc u t.

5.1. Gii thiu v ty chn i snh t kha:

https://support.google.com/adwords/answer/2497836?vid=1-635798727366859709-3304954203&hl=
vi
- S dng cng c sa i i snh rn g:
https://support.google.com/adwords/answer/2497702?hl=vi&ref_topic=3122868
- S dng so khp cm t:
https://support.google.com/adwords/answer/2497584?hl=vi&ref_topic=3122868
- S dng so khp chnh xc:
https://support.google.com/adwords/answer/2497825?hl=vi&ref_topic=3122868

5.2. S dng bo co Cm t tm kim ti u ho danh sch t kho: Vo tab T kho, chn

thi gian 30 ngy
qua, sau nhp vo Chi tit v chn Tt c Cm t tm kim. Bng bo co cm t tm
kim ny rt quan
trng, n cho bit ngi dng g nhng t tm kim no n vi qung co ca mnh. Mnh
nn theo di thng
xuyn chn nhng t kho c s hin th ln m mnh cha thm vo Thm di dng t
kho, cng nh chn
nhng t kho khng ph hp Thm di dng T kho ph nh.
Hiu bo co Cm t tm kim: https://support.google.com/adwords/answer/2472708?hl=vi

5.3. Mo c bn xy dng danh sch t kha:

https://support.google.com/adwords/answer/2453981?hl=vivideo
5.4. T kha ph nh: https://support.google.com/adwords/answer/2453972

6. Dng loi chin dch Mng tm kim vi la chn hin th: y l loi nh dng chin dch ti u
nht ca Google v c p dng thnh cng rt nhiu doanh nghip v th trng trn th
gii. Trong tnh trng mng tm kim b y gi ln rt cao nh hin nay, mt hng i khc cho mnh
l dng thm mng hin th tng tn sut hin th cng nh truy cp cho trang web. Mng tm kim
vi la chn hin th gip qung co vn bn ca mnh c a ln cc trang i tc ca Google,
ng thi nhm mc tiu ng i tng khch hng. Trn mng hin th ny, mnh cng ch mt chi
ph khi ngi dng nhp chut vo qung co, v mng ny cng c nhiu ci tin rt hay tng
hiu qu qung co.
Cch sa: vo tab Ci t - Tt c ci t", nhp Chnh sa phn Loi, v i t Ch mng tm
kim sang Mng tm kim vi la chn hin th.

II. TIN CH M RNG QUNG CO: l cc ni dung b tr m nh qung co c th thm vo

tng hp dn ca qung co, nhm tng t l nhp chut v im cht lng. Cc tin ch ny u
rt c li, v li min ph, v vy mnh nn tin hnh ci t ngay nh! Mnh c th ci cc tin ch sau
:

1. (Kh dng cho c chin dch trn Mng hin th) Tin
ch m rn
g v tr:
Hin th thng tin doanh nghip a phng vi tin ch v tr:
https://support.google.com/adwords/answer/2404182?hl=vi&ref_topic=3119124
Xem video gii thiu v hng dn y:
https://www.youtube.com/watch?v=AXmpVW8IArs&list=PLgH6uiP6MuLrC3v6rkQYMCuknY4GRdug
W&index=4

2. (Kh dng cho c chin dch trn Mng hin th) Tin ch m rng Cuc gi: Tin ch ny gip mnh
c th a s in thoi ln trn mu qung co m khng cn tn k t trong vn bn qung co,
qua vit thm cc thng tin qung co khc vo vn bn. c bit tnh nng Nhp gi trn di
ng ca Tin ch ny cng gip tng s lng cuc gi t khch hng tim nng.
Link: https://support.google.com/adwords/answer/2453991?hl=vi
Ci t: vo Tin ch m rng qung co, chn Xem: Tin ch m rng cuc gi, nhp vo +Tin
ch m rng v nhp cc thng tin theo hng dn.
Xem video gii thiu v hng dn y:
https://www.youtube.com/watch?v=Xod8tClLieA&list=PLgH6uiP6MuLrC3v6rkQYMCuknY4GRdugW

3. Thm tin ch m rng Lin kt trang web: Nu qung co ca mnh thng c ng v tr

u trang web (Th hng trung bnh nh hn 2), mnh c th dng lin kt trang web gip khch
hng nhanh chng xem v nhp vo cc phn ph bin trn trang web ca mnh.
Link: https://support.google.com/adwords/answer/2375416?hl=vi
Ci t: vo Tin ch m rng qung co, chn Xem: Tin ch m rng Lin kt trang web, Nhp vo
nt +Lin kt trang web mi, sau in vo vn bn lin kt v URL ch.
Xem video gii thiu v hng dn y:
https://www.youtube.com/watch?v=546kDJd2e18&list=PLgH6uiP6MuLrC3v6rkQYMCuknY4GRdugW

4. Tin ch m rng ch thch: mnh c th thm li ku gi hnh ng hoc gii thch

Link: https://support.google.com/adwords/answer/6079510?hl=vi
Ci t: vo Tin ch m rng qung co, chn Xem: Tin ch m rng Ch thch, sau +Tin ch
m rng v nhp cc thng tin theo hng dn nh.
Xem video gii thiu v hng dn y:
https://www.youtube.com/watch?v=9lbHBz4wv5E&index=3&list=PLgH6uiP6MuLrC3v6rkQYMCuknY4
GRdugW

III. CHIN LC GI THU NN DNG: qung co hiu qu, mnh khng nn s dng mt loi
gi thu chung cho tt c chin dch, tt c i tng khch hng m nn p dng linh hot cc cch
iu chnh gi thu Adwords cho php

1. Tng ngn sch: mnh c th kim tra t l hin th qung co b mt do ngn sch khng , bng
cch n vo Tt c cc chin dch trc tuyn trong khung bn tri, v n vo tab Chin dch trong
khung bn phi. Sau vo Ct Ty chnh cc ct S liu cnh tranh Tm kim t l hin
th b mt (ngn sch) v n vo nt Thm, sau n p dng. Nu nhn thy rng t l xut hin
qung co ca mnh b hn ch nhiu do ngn sch, hoc h thng bo Gii hn do ngn sch, th
l lc mnh nn cn nhc tng ngn sch ln qung co hin th tt hn.

2. Dng u thu t ng gim chi ph nhp chut trung bnh: mnh nn dng u thu t ng
cho phn ln cc chin dch ca mnh tit kim gi thu cho mi nhp chut (c bit l nhng
chin dch mnh khng c thi gian theo di thng xuyn), v h thng s t ng kho st mc
cnh tranh ca t kho v a ra mt gi thu ph hp c nhiu nhp chut nht (ng ngha
vi gi thu ti u nht). ng thi bng cch ny, mnh cng mt thi gian theo di ti khon
hn, v h thng s t theo di cc bin ng ca th trng (khi i th cnh tranh tng hoc gim
gi thu/ khi c nhiu ngi tm kim) a ra cc thay i ph hp
Cch sa: vo Ci t > Chin lc gi thu, nhp Chnh sa v chn AdWords s t gi thu

3. u thu top 3: Vi nhng t kho tht s quan trng, mnh c th s dng chin lc gi thu
linh hot u thu ln top 3. Vi chin lc ny, h thng s theo di cnh tranh trn th
trng, v u gi va c gng a qung co ca mnh lt vo top 3, m khng vt qu
mt mc gi thu m mnh quy nh trc. Nh vy, vi nhng phin cnh tranh thp, mnh c c
hi lt vo top 3 vi mc gi thp hn. iu ny linh hot v c li hn l khi mnh ch t gi thu
mt cch c nh.
Cch sa:
+ Bc 1: Bn khung tay tri chn Th vin chia s, Chin lc gi thu, n vo nt +Chin
lc gi thu, chn Nhm mc tiu v tr trong trang tm kim. Sau , t tn cho chin lc gi
thu, v d u gi ln top 3, cc phn iu chnh nh mc nh, trong phn Gii hn gi thu
CPC t.a, in vo gi CPC ti a m mnh mun, sau n Lu.
+ Bc 2: Vo li phn Tt c cc chin dch trc tuyn, trong khung bn phi nhp chn vo hnh
vung bn tri Nhm qung co hoc chin dch m mnh chn, sau n vo nt Chin lc gi
thu, S dng chin lc gi thu linh hot, chn chin lc gi thu m mnh va to ra bc
1, ri n Thc hin cc thay i.

4. Thit lp mc gi thu u tin cho cc th trng trng tm: Vit Nam, cnh tranh ca cc
thnh ph ln (H Ni, thnh ph HCM) lun cao hn cc thnh ph khc. Nu mnh t chung gi
thu cho c nc s dn n tnh trng l v tr qung co ca mnh ti cc thnh ph ln s khng
cao bng ti cc khu vc khc. y khng phi l mt hnh thc u thu ti u, v vy mnh nn t
mt gi thu u tin cho cc thnh ph trng tm ca mnh.
Ci t: vo tab Ci t - a im, thm cc thnh ph trng tm (H Ni v/hoc TPHCM). Sau
, nhp vo Xem thng tin v tr v chnh li mc iu chnh gi thu cho cc thnh ph ny (Tng
ln 10% hoc ty vo mc tiu ca mnh).

5. Nng mc thu iu chnh gi thu di ng: thi im m ngy cng c nhiu ngi dng c
iu kin kinh t chn in thoi di ng lt web, doanh nghip ca mnh cng nn hng mnh
hn n i tng ny ly c ngun khch hng tim nng nht. Do mn hnh in thoi di
ng kh nh nn cnh tranh ca qung co trn in thoi di ng lun cao hn my tnh, nn
nu mnh vn mc iu chnh gi thu cho di ng l 0%, th hot ng qung co trn h ny s
kh yu, mnh nn chnh tng ln t nht l 10% nh.
Ci t: vo tab Ci t - Cc thit b v tng iu chnh gi thu di ng ln (t nht l) +10%.

6. t lch qung co v chn thi im u tin cho qung co: Thay v cho qung co hin th c
ngy vi cng 1 mc gi thu nh hin nay, mnh c th tp trung vo cc khung gi mang li hiu
qu. Chng hn, nu mc ch qung co l thu ht cuc gi, mnh nn tp trung vo cc thi im
ngoi gi lm vic (ngi dng ln mng c kh nng gi li cao), nh t 12h - 14h. lm iu
ny, trc ht l vo Ci t > Lch qung co, nhp +Lch qung co, +To lch ty chnh, chia thi
gian trong ngy thnh cc khung gi (chng hn 8h - 12h, 12h - 14h, 14h - 18h). Sau khi Lu, ch cn
tng iu chnh gi thu ln +10% (hoc ty vo mc tiu ca mnh) cho khung gi u tin, hoc
ngy u tin .

IV. MNG HIN TH:

Ti u chin dch trn Mng hin th: mnh c th th s dng mt chin dch ch mng hin th
a qung co ca mnh ln trn nhiu website ln Vit Nam nh: dantri, lamchame, baomoi,
tinhte, qua tng mc quan tm ca th trng i vi sn phm cng ty mnh. chy hiu
qu, mnh nn to ring mi mt chin dch Ch mng hin th. Sau , vo tab Mng hin th
ci t hng i tng m mnh mun nhm n; mnh c th dng cc hnh thc nhm mc tiu
khc nhau nh v tr t, ch , s thch ngi dng chn ng i tng hin th qung co.
Mnh cng c th tham kho cc video sau v Mng hin th :
- Ci t qung co trn Mng hin th: h ttp://youtu.be/4OuaZlFY4Tg
- To qung co trn Mng hin th: h ttp://youtu.be/0Ui3FMSO-P4
- Nhm qung co theo t kho: h ttp://youtu.be/TIKzQ3braoU
- Nhm qung co theo ch : http://youtu.be/trc4HHngFAU
- Nhm qung co theo v tr t: h ttp://youtu.be/yDgz9iihwKA
- Nhm qung co theo s thch: http://youtu.be/0jdSwfSYF80
- So snh nhm theo ch vs s thch: http://youtu.be/_s75mScsnQE

B. CC CI T NNG CAO:

I. TIP TH LI:

Tnh nng tip th li gip lu li danh sch nhng khch hng tng vo website ca mnh (y l
nhng khch hng tim nng nht), tm hiu s thch ca h, sau to qung co bm ui theo
h, hng n ng i tng khch hng v s thch, t tng cao hiu qu qung co. ci
t, hy vo phn Th vin chia s i tng Thit lp tip th li, g vo a ch email ca
mnh, n vo Gi v tip tc Tip tc Tr v i tng. Sau , refresh li trnh duyt, trong
khung Th tip th li n vo Xem chi tit th, Thit lp Xem th tip th li v hng dn. H
thng s x ra cho mnh mt on code, hy em on code ny gn vo trang ch v tt c cc
trang con trn website ca mnh, trc th </body>. Sau khi gn code xong, on code ny s bt
u theo di ngi dng v a vo danh sch Tip th li. Mnh cng c th xem file nh km v
link sau bit thm chi tit cch ci t .
1. S dng tip th li: https://support.google.com/adwords/answer/2453998?hl=vi&ref_topic=3122875
2. Cch tip th li hot ng:
https://support.google.com/adwords/answer/2454000?hl=vi&vid=1-635763271976079522-474233855
3. Video hng dn: https://www.youtube.com/watch?v=DHbOxWM1gkI

II. GOOGLE ANALYTICS:

1. Ci t Google Analytics: Mnh c th ng k ti khon Google Analytics min ph ti link ny:

http://www.google.com/analytics/. Analytics l mt cng c v cng tt m li min ph, gip kim tra
c lng ngi truy cp hng ngy vo trang web ca mnh, trang web lm vic tt hay khng, c
vn g khng, thng tin v nhng ngi truy cp v.v.
- Bt u vi Analytics:
https://support.google.com/analytics/answer/1008015?hl=vi&ref_topic=3544906
- Lm quen vi Analytics:
https://support.google.com/analytics/answer/2604608?hl=vi&ref_topic=3544906

2. Lin kt Analytics vi AdWords: Sau khi c ti khon Analytics ri, c thm thng tin nhm ti
u ho ti khon, nn lin kt Analytics vi ti khon AdWords ny. Bng cch ny, mnh c th theo
di hot ng trn trang web ca ngi tm kim n t mi t kho khc nhau, chng hn nh thi
gian ngi li trang web, s trang ph ngi xem, vv... Qua , c th tm ra t kho no
hiu qu tp trung vo, hoc trang web c b load lu hay khng (cng d nh hng n im
cht lng). Hng dn lin kt Google Adwords vi Analytics ng link sau:
https://support.google.com/adwords/answer/1704341?hl=vi

III. THEO DI CHUYN I:

Theo di chuyn i l mt tnh nng hay v cn thit khi s dng Google Adwords. Theo di chuyn
i gip ta theo di c khi no khch hng thc hin thao tc trn website (mua hng, in vo
form thng tin,), v chuyn i n t chin dch, hay t kha no. T vic theo di chuyn i,
ta bit c hiu qu ca tng chin dch, tng t kha, t c th u t ng hng thu
c nhiu khch hng, nhiu doanh thu hn.
- Gii thiu v tnh nng theo di trong AdWords:
https://support.google.com/adwords/answer/6076199?ctx=tltp
- Thit lp theo di chuyn i: https://support.google.com/adwords/answer/1722054?hl=vi v xem
phn Theo di chuyn i trn trang web.
- Video Hng dn ci t: h ttps://www.youtube.com/watch?v=aZffIol8wcQ

Nhng cu hi ca anh rt quan trng i vi Google AdWords. Vy nn trong tng lai, nu anh c
thm bt k cu hi no, vui lng lin h qua trung tm h tr
(https://support.google.com/adwords/contact/?hl=vi) hoc s Hotline 1800 - 9294. y s l mt nim
vinh hnh c h tr anh ln na! Google AdWords rt mong c tip tc mang n cho anh
nhng gii php qung co hiu qu nht.