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ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
Âf;ytqitt cnhfntubxtcrjt htitybt, rjnjhjt ljk;ty ghbyznm rf;lsq, rnj
[jxtn jlth;fnm gj,tle yfl rjyrehtynfvb d Ñtnb – ds,jh pfghjcjd b
jghtltktybt ,.l;tnf b[ ghjldb;tybz.
Ìs htibkb gjvjxm dfv d htitybb 'njq ytghjcnjq pflfxb, lkz xtuj vs
ghjfyfkbpbhjdfkb htrkfvyst ,.l;tns lkz rf;ljuj gjbcrjdjuj pfghjcf,
bc[jlz bp htfkmys[ htrkfvys[ pfnhfn pfrfpxbrjd. Ífif wtkm – gjkexbnm
cjjnyjitybt ,.l;tnjd lkz hfpkbxys[ dbljd pfghjcjd ghb hfpys[ hfpvthf[
htrkfvys[ ,.l;tnjd.
 hfvrf[ ghjdtl¸yyjuj yfvb bccktljdfybz ,skf jceotcndktyf
ltnthvbybhjdfyyfz (pflfyyfz gj yfibv gfhfvtnhfv) ds,jhrf 1371
rjvvthxtcrb[ pfghjcjd hfpkbxys[ ntvfnbr htfkmys[ ghjtrnjd futyncndf
i-Media. Ífc bynthtcjdfkb lfyyst gj j,]tve chtlcnd, pfnhfxtyys[ yf
ghjtrn, nhfabre lj b gjckt ghjldb;tybz pfghjcf, chjrfv dsdjlf, xfcnjnt
pfghjcf b gjpbwbb, pfybvftvjq d ÏÑ.
Äfdfqnt hfccvjnhbv ghtbveotcndf b ytljcnfnrb ghjldb;tybz
dscjrjxfcnjnys[, chtlytxfcnjnys[ b ybprjxfcnjnys[ pfghjcjd lkz vfks[
(lj 2 n.h. pf 1 pfghjc), chtlyb[ (jn 2 lj 6 n.h.) b rhegys[ (jn 6 n.h.
b dsit) ,.l;tnjd.
Ìfkst ,.l;tns
Ïhb vfkjv ,.l;tnt ghjldbufkbcm Â×, Ñ× b Í× pfghjcs. Ïhbxtv ljkz
vfks[ ,.l;tnjd chtlb j,otuj xbckf cjcnfdbkf 60%. Ïhjldb;tybt Â× b Ñ×
pfghjcjd ghb vfkjv ,.l;tnt ,skj djpvj;yj lkz cfqnjd c ljcnfnjxyj
dscjrjq nhfcnjdjcnm., yfkbxbtv ckjdjajhv, cjcnfdys[ ajhv pfghjcf (rjulf
1 ghjldbuftvsq pfghjc drk.xty d lheujq ghjldbuftvsq pfghjc) b
ghbcencndbtv tcntcndtyyjq ccskjxyjq vfccs. Ê ghbvthe, pfghjc
«rfkmrekznjh rfcrj» vj;tn ghjldbufnmcz ghb ybprjv ,.l;tnt, tckb jy
d[jlbn d gfrtn pfghjcjd c yfkbxbtv ckjdjajhv ckjd pfghjcf: «rfcrj»,
«rfcrj rfkmrekznjh», «rfcrj rfkmrekznjh jykfqy» b n.g.
Ñt,tcnjbvjcnm jlyjuj gjctnbntkz lkz Ñ× b Â× pfghjcjd d chtlytv yf
43% yb;t d chfdytybb c Í×, ghb 'njv b hbcrb ytdsdjlf lkz Í× pfghjcjd
vbybvfkmys - 5%. Ñnjbn jnvtnbnm, xnj ghbhjcn nhfabrf lkz Â× pfghjcjd
dsit, xtv Í× d 22,5 hfp, f lkz Ñ× pfghjcjd - d 6,5 hfp (cv. hbc. 1).
Ïhbvtxfntkmyj, xnj ,jkmit gjkjdbys (55%) Í× pfghjcjd c vfksv
,.l;tnjv dsdjlzncz d gthdsq vtczw ghjldb;tybz. Äkz njuj xnj, htpekmnfns
,skb ,jktt gjyznys, ghbdtltv ghjcnjq ghbvth.
Ðbc. 1. Ñjjnyjitybt ,.l;tnjd pfghjcjd b ct,tcnjbvjcnb (Ìfkst ,.l;tns)
(Í× dpzn pf ,fpbc)
Äjgecnbv, wtyf ghjldb;tybz pfghjcf «cvjnhtnm dbltj aen,jkf» c
xfcnjnjq 1 290 pfghjcjd d vtczw hfdyf 20 Ó.Å., f wtyf «cvjnhtnm dbltj
aen,jkmys[ vfnxtq jykfqy» c xfcnjnjq 72 pfghjcf d vtczw - 1 Ó.Å.
Îxtdblyj, xnj nhfabr c ,jktt xfcnjnyjuj pfghjcf ,eltn gjhzlrjv dsit.
Ïhtlgjkj;bv, xnj CTR cjcnfdbn 0,05. Ñ gthdjuj pfghjcf yf cfqn gthtqlen
64 gjctnbntkz, f cj dnjhjuj - 3. Â bnjut, gjctnbntkm c ,jktt ljhjujuj b
xfcnjnyjuj pfghjcf j,jqltncz yfv d 0,31 Ó.Å., f c Í× - d 0,33 Ó.Å. Ïhb
'njv wtktdfz felbnjhbz jlyf b nf ;t – ;tkf.obt gjcvjnhtnm dbltj
aen,jkmys[ vfnxtq. Íf ghfrnbrt hfpybwf d wtyt j,sxyj yt dsit d 20 hfp,
b CTR yt vj;tn ,snm hfdysv lkz dct[ pfghjcjd. ×fcnj wtyf yfpyfxftncz
ce,]trnbdyj, bc[jlz bp jgsnf ghjldb;tybz, f nhfabr c jghtltktyyjuj Í×
pfghjcf vj;tn b jrfpfnmcz yektdsv. Êjytxyj, dsdtcnb Í× ,eltn ktuxt, b
ceotcndetn ,jkmifz dthjznyjcnm njuj, xnj pfghjc jrf;tncz yf gthdjq
gjpbwbb.
Äfyysq ghbvth zdkztncz kbim vjltkm., rjnjhfz ghbpdfyf yfukzlyj
ghjltvjycnhbhjdfnm jxtym df;ye. bcnbye – jgnjv ltitdkt. Ïjkexftncz,
xnjghjldbufzcm c vfksv ,.l;tnjv njkmrj gj Í× pfghjcfv, Âs gjkexbnt
kexibt gjpbwbb, vbybvbpbhetnt hbcrb, yj gthtgkfnbnt pf gjctnbntktq.
Ñktletn gjvybnm, xnj xtv e;t wtktdfz felbnjhbz, ntv vtytt xfcnjnysvb
ljk;ys ,snm pfghjcs.
Ñhtlybt ,.l;tns
Âs,jhrf pfghjcjd, ghjldbuf.ob[cz ghb ,.l;tnt jn 2 000 lj 6 000 he,.,
cjcnfdbkf 32%. Êfr ghfdbkj, ghb nfrjv hfpvtht ,.l;tnf ghjldbuf.ncz Í×
pfghjcs yf vtytt nhfcnjds[ cfqnf[, Ñ× pfghjcs b Â× pfghjcs - yf
nhfcnjds[.
Ñt,tcnjbvjcnm jlyjuj gjctnbntkz lkz Ñ× b Â× pfghjcjd e ßyltrcf
pyfxbntkmyj yb;t fyfkjubxyjuj gjrfpfntkz Google: 34% Ñ× b 10% Â× e
ßyltrcf b 65% Ñ× b 69% Â× e Google. Ïhb ghjldb;tybb d Google
ghtlgjxnbntkmytt chtlytxfcnjnyst pfghjcs, ddble ,jktt ybprjq
ct,tcnjbvjcnb jlyjuj gjctnbntkz, ghb 'njv nhfns yf 20% dsit e Í×. Äkz
ßyltrcf dsujlytt ghjldbufnm Â× – 'rjyjvbz cjcnfdbn ghfrnbxtcrb 90% yf
jlyjuj gjctnbntkz, jlyfrj j,obq ,.l;tn pfghjcf ,eltn ytj,[jlbvj
edtkbxbnm yf 40%. (cv. hbc.2)
Ðbc. 2. Ñjjnyjitybt ,.l;tnjd pfghjcjd b ct,tcnjbvjcnb (Ñhtlybt ,.l;tns)
(Í× dpzn pf ,fpbc)
Ðbcrb ytdsdjlf ghb nfrb[ ,.l;tnf[ lkz Ñ× b Â× yf 5% dsit d chfdytybb
c Í×. Ãfhfynbb gj dhtvtyb ghjldb;tybz dsgjkyz.ncz, rfr ghfdbkj,
cjukfcyj nfhbaysv gkfyfv - yf nhtnbq vtczw dsdjlbncz 82% Í×, 77% - Ñ× b
79% - Â×. Âsdjl d 82% Í× j,eckjdkty nt[ybxtcrbvb ghj,ktvfvb byltrcfwbb
cnhfybw kb,j ybprjq nhfcnjdjcnm. cfqnf. Ïhbhjcn nhfabrf lkz Â× dsit,
xtv Í× pfghjcjd d 16,5 hfp, f lkz Ñ× pfghjcjd - d 5,5 hfp.
Äjgecnbv, Âs ghjldbuftnt Í× «cytuehjxrf yf yjdsq ujl c dspjdjv yf
ljv», ghb 'njv jnyjcbntkmysq ,.l;tn b jnyjcbntkmyfz ct,tcnjbvjcnm
gjctnbntkz hfdys 100%. Òjulf ,.l;tn Ñ× «dspjd cytuehjxrb» (yt genfnm cj «cytuehjxrf gj dspjde»! :)) ,eltn
dsit yf 20%, ghbxtv ct,tcnjbvjcnm gjctnbntkz ,eltn hfdyf 65% - Google,
b 34% gj ßyltrce. Ñnjbvjcnm Â× «cytuehjxrf» ,eltn dsit yf 40%, ghb 'njv
ct,tcnjbvjcnm gjctnbntkz d Google ,eltn hfdyf 69%, f d ßyltrc - 10%.
Òfrbv j,hfpjv, ds jrfpsdftntcm gthtl ds,jhjv: regbnm pfghjc ltitdkt, yj
pfgkfnbnm pf gjctnbntktq, yfghbvth, 100 he,ktq, kb,j ds,hfnm ,jktt
xfcnjnysq pfghjc, b pfgkfnbnm 40 he,ktq. Íj jgznm ;t, yt pf,eltv ghj
hfpvth wtktdjq felbnjhbb. Åckb jcyjdye. ljk. Â× b Ñ× pfghjcjd gj dfibv
jwtyrfv cjcnfdkztn Âfif wtktdfz felbnjhbz, nj lfyyjt ghfdbkj ,eltn
hf,jnfnm yf dct 100%.
Ñhtlybv ,.l;tnfv – chtlybt pfghjcs! Ïhb ghjldb;tybb pfghjcf cj
chtlybv ,.l;tnjv cnfhfqntcm frwtynbhjdfnm dybvfybt yf Ñ× pfghjcf[ ghb
ghjldb;tybb d ßyltrct b Google. Îlyfrj ghb ghjldb;tybb njkmrj gj ßyltrce ,jktt dsujlyj bcgjkmpjdfnm Â× pfghjcs.
Êhegyst ,.l;tns
Âs,jhrf pfghjcjd c rhegysvb ,.l;tnfvb (jn 6 000 he,.) cjcnfdbkf 8%
jn yfitq j,otq ds,jhrb. Êfr ghfdbkj, ghb nfrjv hfpvtht ,.l;tnf
ghjldbuf.ncz Â×, f Ñ× b Í× ghjldbuf.ncz yf vtytt nhfcnjds[, yjds[
cfqnf[.
Îxtdblyf dsujlf ghjldb;tybz Â× pfghjcjd c rhegysv ,.l;tnjv d ÏÑ
Google: ct,tcnjbvjcnm jlyjuj gjctnbntkz yb;t yf 93% d chfdytybb c Í×
pfghjcfvb ghb edtkbxtybb ,.l;tnf pfghjcf yf 80%. Ó ßyltrcf ;t
'aatrnbdyjcnm ytcrjkmrj yb;t, xtv e Google – ct,tcnjbvjcnm vtymit yf
71%. (cv. hbc. 3)
Ðbc. 3. Ñjjnyjitybt ,.l;tnjd pfghjcjd b ct,tcnjbvjcnb (Êhegyst ,.l;tns)
(Í× dpzn pf ,fpbc)
Ó pfghjcjd, ghjldbuf.ob[cz c rhegysv ,.l;tnjv, hbcrb ghjldb;tybz d
ÏÑ Google vtymit, xtv d ßyltrct. Â chtlytv ljkz ytdsdjlf gj Google
cjcnfdbkf 14%, f e ßyltrcf – 32%.
Êjvgfybb, pfybvf.obtcz ghjldb;tybtv d gjbcrjds[ cbcntvf[, cnfhf.ncz
extcnm cj,cndtyyst hbcrb b dthjznyjcnb dsdjlf d ÒÎÏ dscjrjxfcnjnys[
pfghjcjd, xnj edtkbxbdftn wtye pfghjcf. Ífghbvth, jxtdblyj, xnj dsdjl
pfghjcf «rfcrj» nheljpfnhfnytt, xtv dsdjl vtytt xfcnjnyjuj pfghjcf
«cnhf[jdfybt fdnjrfcrj».
Ít cnjbn pf,sdfnm, xnj Â× pfghjcjd d j,otq vfcct ytvyjuj, f d ÒÎÏ
dctuj 10 vtcn, gj'njve kbim 10 rjvgfybq cvjuen djqnb d ytuj. Â nj ;t
dhtvz gjbcrjdbrb cnfhf.ncz ghtlcnfdbnm gjkmpjdfntk. rfr vj;yj ,jktt
hfpyjj,hfpyst jndtns yf pfghjcs. Êf;tncz, gthtl yfvb ythfphtibvjt
ghjnbdjhtxbt, dtlm dctulf yfqlencz rjvgfybb, rjnjhst nj;t pf[jnzn
regbnm lfyysq Â× pfghjc. Ïjghj,etv f,cnhfubhjdfnmcz jn rfxtcndf
ghjldb;tybz jgnbvbpfnjhfvb b cnfytv bc[jlbnm bp ghtlgjkj;tybz, xnj
njkmrj ,.l;tn dkbztn yf htpekmnfns. Ïhb 'njv, ljgecnbv, Âs
ghjldbuftntcm gj pfghjce «ytldb;bvjcnm», yfxfkmyfz wtyf cjcnfdkztn 20
000 he,ktq. Â 'njq cbnefwbb dgjkyt djpvj;yj, xnj pf gthdsq vtczw tot 3
hb'knthcrb[ rjvgfybb pf[jnzn ghjldbufnmcz gj lfyyjve pfghjce, ntv cfvsv
edtkbxbd rjyrehtywb. b ghb 'njv ,elen gkfnbnm, crf;tv, 25 000 he,ktq
(xnj dsit Âfib[ chtlcnd yf 5 000 he,ktq). ×nj,s cj[hfybnm gjpbwbb,
ye;yj ,eltn djdhtvz edtkbxbnm ,.l;tn, b tckb yt cltkfnm, gjpbwbb ,elen
gjnthzys.
Êhegysq buhjr? Èuhfq gj-rhegyjve! Ñfvsq xfcnjnysq pfghjc vj;yj
jcbkbnm kbim c rhegysv ,.l;tnjv, ,.l;tnjv ,jkmibv, xtv e rjyrehtynjd.
Îlyfrj lkz ghjldb;tybz rhegys[ pfghjcjd cnjbn eltkbnm jcj,jt dybvfybt
ds,jhe rjvgfybb, ghjldbuf.otq cfqn, nfr rfr vyjujt pfdbcbn jn vtnjljd
ghjldb;tybz b rfxtcndf dsgjkyztvjq hf,jns.
Çfrk.xtybt
Ïjl,jh pfghjcjd yfgjvbyftn ajhvbhjdfybt bydtcnbwbjyyjuj gjhnatkz: vs
cnfhftvcz jghtltkbnm hbcrb, pfnhfns b ghb,skm, rjnjhe. gjkexbv. Îlyj bp
jcyjdys[ ghfdbk bydtcnjhjd – yt rkfcnm dct zqwf d jlye rjhpbye. È ghb
gjl,jht pfghjcjd, z ,s nj;t yt htrjvtyljdfk rkfcnm zqwf d jlye rjhpbye.
Êjulf vs gjl,bhftv pfghjcs, yt cnjbn pf,sdfnm, xnj wtktdfz felbnjhbz c
ytrjnjhs[ Ñ× vj;tn ,snm hfdyf wtktdjq felbnjhbb Í× pfghjcjd. Âhzl kb
;tkf.obt «cvjnhtnm abkmvs jykfqy» b «cvjnhtnm abkmvs d ctnb jykfqy yf
rjvgm.ntht» ,elen jnkbxfnmcz. Ïhb 'njv ghjldb;tybt dnjhjuj pfghjcf
,eltn ltitdkt, f cnjbvjcnm gjctnbntkz – dsit d hfps. Ýnj endth;ltybt
gjlxbytyj ghfdbke: jgnjv gjregfnm ltitdkt. Ïj'njve ghb gjl,jht kexit
bcrfnm ,jktt rjhjnrbt b cfvst gjyznyst ajhvs pfghjcf. Ñnjbn nfr;t
exbnsdfnm, xnj xtv ,jkmit lkbyf ghjldbuftvjuj pfghjcf, ntv vtymit
dthjznyjcnm njuj, xnj lfyysq pfghjc ,elen cghfibdfnm d cktle.otv
vtczwt, f pyfxbn, dthjznyjcnm gjkexbnm c ytuj [jnm rfrjq-nj nhfabr
ytdtkbrf.
Àktrctq Åkabvjd, herjdjlbntkm jnltkf gjbcrjdjq htrkfvs futyncndf bynthytn-htrkfvs i-Media
Âkflbvbh Òfg[fyftd, cnfhibq vtytl;th jnltkf gjbcrjdjq htrkfvs futyncndf bynthytn-htrkfvs i-Media
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