Google Adwords for UKM

Google AdWordsBest Practices for SME

Google AdWordsBest Practices for Corporate

Overview
Solusi segala masalah.
“Beli busana muslim buat lebaran dimana ya?”
Coba cari di .

Overview (Google dari kacamata advertiser)
Top 3 Global
Internet
Property
#1
Advertising
Network
Reach
Over 456MM
Unique
Visitors Per
Moth
Over 2.5
Billion Page
Views Per
Day
90% Reach

Overview (Video)

Google Adwords
Online Advertising Platform

Iklan Tampil Dimana?
Search Network & Display Network

Search Network
Busana Muslim

Search Network

Search Network
(Partners)

Display Network

Keunggulan Adwords
Reach
Budget Control
Instant Report

How It Works?

Glossary Terms
1. Search phrases
2. Campaigns
Keywords: Search phrases you think your customers may use when searching for something related to your offerings.
Ads: Your unique messages about your goods, products, or services. It can be text, image, or video so long as you describe your offering,
include the key selling points, and tell customers how to respond.
Targeting methods: Conditions for when to show your ads such as location, language, and so much more.
3. Organic vs ads
4. Impressions
5. Avg. CPC or average cost-per-click
[ Avg. CPC ] = [ Cost ] / [ Clicks ]
6. Landing pages

AdWords Auction
AdWords Auction, AdRank, Quality Score & Actual CPC.

Instant Auction!
……….

Internet Visitor Flow
Search Query
Busana Muslim
Tampilkan Ads
yang relevan.
Filter Ads yang
tidak relevan.
Urutkan Ads
Berdasarkan
Ranking.

Ad Position
Top Positions
1,2,3
Side Rail
4,5,6,7,8+

The Question Is…
Bagaimana Cara Berada di Top Position?

The Question Is…
“Bid saja paling tinggi agar ditempatkan di
posisi No. 1”
“SALAH!”

Ad Rank Formula
Ad Rank = Max CPC x Quality Score

Quality Score
CTR (Click-Through Rate)
Relevancy
Landing Page Quality
Others

Simulasi Ad Rank
Advertiser Max CPC Bid QS Ad Rank Posisi Iklan
Ameera $ 0,7 4 2,8 3
Angga $ 0,35 10 3,5 1
Aini $ 0,45 7 3,15 2

Goal pada Umumnya
Online sales: You sell products online and want to generate more orders on your
website. For example, you might be aiming to sell 100 pairs of rainboots in April
and 200 pairs of flip flops in July.
Phone calls: You want to generate more phone calls to your business. Perhaps
you're a hair stylist who wants to get 100 haircut appointments per month.
Website visits: You want to drive more traffic to your website. For example, a local
news website might want to attract 10,000 daily visitors to their sports page in
June.
In-store visits: You want to raise awareness of your physical store and get more
potential customers to visit. Perhaps you own a musical instrument store and want
to sell 40 acoustic guitars per month.
Online leads: You want potential customers to fill out a contact form, request
more information and become a lead. For example, an insurance agent might be
aiming to sell 20 new auto insurance policies per month.

Goal: Conversion

Measuring Conversion

Start Effectively
Struktur Akun AdWords yang Efektif
Akun AdWords, Campaign, Ad Group, Keyword & Ads

Tahapan Beriklan Efektif
Membuat Akun
Adwords
Membuat
Campaign
Membuat
Ad Group
Membuat
Ads
Evaluasi &
Optimasi

Struktur Akun Adwords
AdWords Account
Campaign
Ad Group
Keyword
Keyword
…
Ads
Campaign
Landing Page Landing Page
Ad Group
Keyword
Keyword
…
Ads
Ad Group
Keyword
Keyword
…
Ads
Landing Page Landing Page
Ad Group
Keyword
Keyword
…
Ads

Struktur Kacau
Akun AdWords
Sprei
Sprei
grosir sprei
sprei online
produsen sprei
…
Ad Copy
Landing Page: Home Page Utama Web

Struktur Efektif
Akun AdWords
Sprei – Indonesia – Desktop Search
Grosir Sprei
grosir sprei
jual sprei grosir
…
Ad Copy
Landing Page 1 Landing Page 2
Sprei Online
sprei online
beli sprei online
…
Ad Copy

Pengaturan Struktur
AdWords Account
Account Access – Notification Setting – Billing Information – Account Preference
Campaign
Campaign Type & Networks – Device Target – Location & Language Targets –
Bidding & Budget – Ad Rotation & Scheduling – Ad Extension – Bid Adjusment
Ad Group
Keywords/ Match Types – Ads – Contextual
Keywords – Placement Targets – Topic
Targets – Audience Targets
Landing Page 1

Menyiapkan Campaign
1. Profil Konsumen:
-Kata/frase kata yang diigunakan konsumen untuk mencari
- Tipe website yang dikunjungi
- Lokasi Geografis
- Cara konsumen kontak
2. Anggaran Iklan
3. Organisasi Campaign

Membuat Campaign
1. Buat Akun AdWords
2. Billing Setting:
- Automatic Payment
- Manual Payment
3. Buat Campaign
- Menamakan Campaign
- Type (Search Network Only – All Features)
- Location
- Languages
- Setting Bid & Budget
- Daily Budget
- Setting Ad (Later)

Membuat Ad Group
1. Menamakan Ad Group
2. Buat Ad Copy (Text Ad):
- Headline
- Description Line 1 & 2
- Display URL
- Destination URL
3. Menambah Keyword
- Riset Keyword Planner
- Riset Kompetitor
- Experience
4. Ad Group Bid

Menyusun Keyword
Menyusun Daftar Keyword
Riset Keyword dengan Keyword Planner

Menyusun Keyword
Keywords?

Membuat Keyword List
1. Identifikasi Awal
- Kata kunci yang pendek, populer dan berhubungan dengan target pasar
- Inspirasi dari diskusi, analisis situs anda, cek situs kompetitor, talk to user
2. Kembangkan Daftar Anda
- Mencari kata kunci yang sesuai menggunakan Keyword Planner
- Mencari kata kunci yang sedang tren melalui Google Trends

Keywords?
Batik Wanita Batik Kantor Batik Sarimbit Negatif
Baju batik
wanita
Baju kerja batik Sarimbit batik Kebaya
Batik wanita Kemeja batik
wanita
Batik sarimbit Gambar
Busana batik
wanita
Busana batik
kerja
Baju batik
sarimbit
Kain
Pakaian batik
wanita
Baju batik kerja Gamis batik
sarimbit
Konveksi
Baju batik
perempuan
Baju batik
kantor
Dress batik
sarimbit
Tanah Abang
Model Baju
batik wanita
Batik kerja
wanita
Batik sarimbit
muslim
Atasan baju
batik wanita
Baju batik
kantor terbaru

Tips Riset Keyword
1. Relevan
2. Frekuensi Pencarian
3. Kompetisi

Tips Mengolah Keyword
1. Download Keyword List dari Keyword Planner
2. Gabungkan dengan Keyword List Manual
3. Gunakan Excel untuk mengolah data
4. Jangan letakkan semua keyword dalam satu Ad Group
5. Bagi ke beberapa Ad Group berdasarkan keterkaitan
6. Manfaatkan tool Ad Group Idea

Keyword Match Type
Menggunakan Opsi Keyword Match
Keyword Match Type & Penggunaannya

Keyword Match Type
Match type
Special
symbol
Example
keyword
Ads may show on searches that
Example
searches
Broad match none women's hats include misspellings, synonyms, related searches, and
other relevant variations
buy ladies hats
Broad match
modifier
+keyword +women's +hats contain the modified term (or close variations, but not
synonyms), in any order
hats for women
Phrase match "keyword" "women's hats" are a phrase, and close variations of that phrase buy women's
hats
Exact match [keyword] [women's hats] are an exact term and close variations of that exact term women's hats
Negative
match
-keyword -women are searches without the term baseball hats

Keyword Match Type
(Broad Match)
Broad match keyword
Ads may show on searches
for
women's hats women's hats
buy ladies hats
womens caps
hats for girls
womans hats
Buy red hats for women

Keyword Match Type
(Broad Match Modifier)
Broad match
modifier
Ads may show on
searches for
Ads won't show on
searches for
+women's +hats women's hats
buy women's hats
Hats for women
helmets for
women
women's visors

Keyword Match Type
(Phrase Match)
Phrase match
keyword
Ads may show on
searches for
Ads won't show on
searches for
"women's hats" women's hats
buy women's hats
woman's hats
Women's hats
girls hats
womens baseball
hats

Keyword Match Type
(Exact Match)
Exact match
keyword
Ads may show on
searches for
Ads won't show on
searches for
[women's hats] women's hats
woman's hats
buy women's hats
women's hats on
sale

Best Practices
- Broad to Narrow Strategy Approach
- Semakin Narrow maka semakin tinggi QS
- Semakin Narrow maka semakin tinggi CTR
- Semakin Narrow semakin kecil impresi, semakin tertarget
- Bid lebih tinggi untuk keyword yg telah terbukti performanya
- Jangan pernah lupakan NEGATIP keyword

Great Ad Copy
1. Check Out Your Competitors
2. Include a Call To Action
3. Highlight How You Help Your Customers
4. Attract Your Ideal Customers With a Special Offer
5. Be Crystal Clear About the Price
6. Create a Sense of Urgency by Using the Most Powerful Motivator There Is
7. Reduce the Sense of Risk
8. Make the First Description Line a Full Sentence
9. Include the Keyword
10. Take Advantage of the Display URL
11. Try Some ?*!£*& Symbols
12. Use Ad Extensions
13. Capitalise Headlines
14. Test, Test and Test Again…

Great Ad Copy
1. Check Out Your Competitors

Great Ad Copy
2. Include a Call To Action

Great Ad Copy
3. Highlight How You Help Your Customers
Gunakan:
“Membantu anda mendapatkan tubuh yang berotot”
Jangan Gunakan:
“Kami adalah pelatih gym terbaik di kota”

Great Ad Copy
4. Attract Your Ideal Customers With a Special Offer

Great Ad Copy
5. Be Crystal Clear About the Price

Great Ad Copy
6. Create a Sense of Urgency by Using the Most Powerful Motivator There Is
“Promo berakhir 2 hari lagi!”
“Stok tinggal 5 pcs!”

Great Ad Copy
7. Reduce the Sense of Risk

Great Ad Copy
8. Make the First Description Line a Full Sentence

Great Ad Copy
9. Include the Keyword

Great Ad Copy
10. Take Advantage of the Display URL
For example,
www.example.com/FreeTrial
www.example.com/DiscountShoes
tell potential customers more, and encourage them to click more, than a URL like
www.example.com/about

Great Ad Copy
11. Try Some ?*!£*& Symbols

Great Ad Copy
12. Use Ad Extensions

Great Ad Copy
13. Capitalise Headlines

Great Ad Copy
14. Test, Test & Test…
Split Testing

Advanced Setting
Advanced Campaign Setting
Advanced Location Targeting, Ad Scheduling, Ad Delivery & Rotation

1. Campaign Type
2. Device
3. Location
4. Advanced Location
5. Language
6. Bid Strategy
7. Daily Budget
8. Delivery Method
9. Ad Scheduling
10. Ad Rotation
11. Frequency Capping
Advanced Setting

Contoh: Toko Kue Papapia
Advanced Setting
Jual brownies dan oleh-oleh bogor
Jl KH Sholeh Iskandar
Tujuan:
- Lebih banyak konsumen datang ke Toko
- Peningkatan Penjualan
Data Lain:
- Jam Buka Toko
- Senin – Jumat: 9 pagi – 9 malam
- Sabtu – Minggu: 8 Pagi – 12 Malam
- Layanan Pesan Antar dengan 2 Motor

Contoh: Toko Kue Papapia
Advanced Setting
Nama Campaign: Papapia – Search – Bogor
Type: Search – All Feature
Device Targeting: All (Desktop, tablet, mobile)
Language: Indonesia English
Daily Budget: RpXXX
Ad Scheduling:
Senin – Jumat: 9 pagi – 9 malam
Sabtu – Minggu: 8 pagi – 12 malam
Location:
- Kota Bogor
- 5 km radius Jl KH Sholeh Iskandar
- Location Extension (Google Place)
+ Bid Adjusment

1. Sitelinks Extensions
2. Location Extensions
3. Call Extensions
4. App Extensions
5. Review Extensions
6. Dynamic Search Ad Extensions
Ad Extension

1. Waktu
2. Lokasi
3. Device
Bid Adjusment

1. CPC (Cost Per Click)
2. CPM (Cost Per Thousand Impression)
3. CPA (Cost Per Acquisition)
Bid Strategy

1. Tracking Code
2. Manual Conversion
(No Telepon Khusus, Program Promo Khusus, Landing Page Khusus)
Conversion Tracking

Adwords Maturity Model
Optimasi Adwords
Fase 1 –
Impresi
Fase 2 –
CTR/QS
Fase 3 -
Conversion
Fase 4 –
Perluas
Impresi

Terima Kasih
Wahyu Putra
wahyu@startupdigital.co.id
082 123 840 840
fb.com/wahyu.putra

Google Adwords for UKM

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