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)


https://www.youtube.com/watch?v=MTEO7CyHoQw

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 phrases2. CampaignsKeywords: 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 ads4. Impressions5. 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 QueryBusana Muslim

Tampilkan Ads yang relevan.Filter Ads yang tidak relevan.

Urutkan Ads Berdasarkan Ranking.

Ad Position


Top Positions1,2,3

Side Rail4,5,6,7,8+

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 EfektifAkun AdWords, Campaign, Ad Group, Keyword & Ads

Tahapan Beriklan Efektif


Membuat Akun

AdwordsMembuat Campaign

Membuat Ad Group

Membuat Ads

Evaluasi & Optimasi

Struktur Akun Adwords


AdWords Account

Campaign

Ad GroupKeywordKeyword

…Ads

Campaign

Landing Page Landing Page


…Ads


…Ads

Landing Page Landing Page


…Ads

Struktur Kacau


Akun AdWords

Sprei

Spreigrosir spreisprei online

produsen sprei…

Ad Copy

Landing Page: Home Page Utama Web

Struktur Efektif


Akun AdWords

Sprei – Indonesia – Desktop Search

Grosir Spreigrosir sprei

jual sprei grosir…

Ad Copy

Landing Page 1 Landing Page 2

Sprei Onlinesprei online

beli sprei online…

Ad Copy

Pengaturan Struktur


AdWords AccountAccount Access – Notification Setting – Billing Information – Account Preference

CampaignCampaign Type & Networks – Device Target – Location & Language Targets –

Bidding & Budget – Ad Rotation & Scheduling – Ad Extension – Bid Adjusment

Ad GroupKeywords/ 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 KeywordRiset 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 MatchKeyword 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 hatsbuy ladies hatswomens capshats for girlswomans hatsBuy 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 hatsbuy women's hatsHats for women

helmets for womenwomen's visors

Keyword Match Type


(Phrase Match)

Phrase match keyword



"women's hats" women's hatsbuy women's hatswoman's hatsWomen's hats

girls hatswomens baseball hats

Keyword Match Type


(Exact Match)

Exact match keyword



[women's hats] women's hatswoman's hats

buy women's hatswomen'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 SettingAdvanced 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 bogorJl 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 – BogorType: Search – All FeatureDevice Targeting: All (Desktop, tablet, mobile)

Language: Indonesia EnglishDaily Budget: RpXXX

Ad Scheduling:Senin – Jumat: 9 pagi – 9 malamSabtu – 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 KasihWahyu [email protected] 123 840 840fb.com/wahyu.putra

Google Adwords for UKM

Technology

Transcript of Google Adwords for UKM