Partner Academy

Digital Marketing

Localizing & Scalability

3th October 2019 |

Redefining Digital Marketing

• Digital Marketing 101
• Micro & Macro Objective

Why SEO is important

SEM what looks like
Display Ads
Facebook Marketing Solution
About Speakers
Heri Ardin, MM, Ssi, ICF
• Founder Socialselling.id
• Partner & Director ADVIKA.id
• Founder Indonesia Digital Marketing Club (IDMC.id)
Community
• Co-Founder & COO Vow2grow.com

• 20 tahun di Marketing [Research-ACNIELSEN,

Customized & Media, Channal Planning
Communication – DDB, Chief Operating Office
Dentsu Sparks (Dentsu Impact)

• Former Google Partner Academy & now as Facebook &

IG Affiliate Partner

• Culinary Business as Board of Investor Ayam Geprek

JUARA & Indomaret Minimarket

• International Coach Certification Program, Erickson

• Alumni IPMI General Management & Statistika IPB

Confidential and Proprietary

West à East
Big à Small
Volume à Propose
Positioning Differentiation + Branding

Experience
Coffee
Distinctive
Design
Positioning + Def + Branding

50 gram = 1000 ml
250 gram = 5000 ml
Roasted Bean

1 kg = 10.000 ml

10.000 ml ~ 50 gelas @200 ml ~ 50 X15.00

Rp. 15 K/ kg Rp. 25 K/ kg Rp. 100 K/ kg Rp. 100 K/ kg Rp. 750 K ~ 1 mio/ kg

Value
Internetlivestats.com

Confidential and Proprietary

What is digital marketing, Simply !

Confidential and Proprietary

 Local Campaign – Local Awareness
Reference
Insight local – Google My Business
Trend Update
Place Making
Hutan/Pohon/ Icon Artistic Mencari Teman Lama

Membuat Website Gratis Intepreting Bahasa Local

Confidential and Proprietary

Memulai dengan test sederhana

• Buka Browser Google.com

• Ketik “mobile friendly test”
• Silahkan ketik nama website perusahaan Anda atau nama site client ?
• Tunggu hasilnya ?

Confidential and Proprietary

Membangun Funnel

Brand Awareness Reach

Tell The Story

Consideration Resonance
Talk drive traffic to the
site/store
Conversion Reaction
Products/Solution
Loyalty
Purchase and Loyalty
Studi Kasus (Place Making)
Studi Kasus
Anda diminta untuk memperbaiki
digital marketing activities
Untuk tahun 3 tahun kedapan apa
yang akan kita lakukan ?
Rumah Atsiri (demo Role Play )
1. Mendengarkan, Mendengarkan, membaca dan memahami business modelnya
2. What should be our aspirations for 2020 (matrics, target) ?
3. What should be our strategic priority over the few years ? Priority segment ?
4. What are your perspective on the 3 focus area (wholesale transaction, retail and highest yield product / service )?
5. What are your expectation for this project ?

Audit website rumahatsiri.com

Confidential and Proprietary

Idea buat Minyak Atsiri

Website Kira Kira isi nya apa ? Inbound diluar (Social Media)? Outbound ?

Confidential and Proprietary

Idea buat Minyak Atsiri

Outbound
Website Kira Kira isi nya apa ? Inbound diluar (Social Media)
SEM (Keywords)
Key Visual SEO
Home Keyword ?
FB ads
Terus

Confidential and Proprietary

Hasilnya adalah :

• Demo Keyword Planner • Website akan dibuat 3 fungsi akusisi untuk Wholesaler (Agent)
• Webite untuk transaksi konsumen terutama minyak lavender,
essential oil
• Integrasi dengan email marketing program yang sifatnya Trigger base
dengan program CRM

• Membuat artikel yang SEO friendly focus ke :

• High traffic Keywords : Lavender, Essential Oil,
• Category Development Keyword : Pabrik Essential Oil ,(xyz)

Confidential and Proprietary

 Performance Metrics

WEBSITE FACEBOOK INSTAGRAM GOOGLE EMAIL LINK SHARE

Unique Reach Unique Reach SERP Open Rate Link Click

Sessions/ Unique Visit
Link Click Link Click Impressions Link Click
Avg. bounce rate %
Conversion Rate% Conversion Rate% CTR CTR
Avg. time spent
Clicks
Conversion
Conversion Rate %

PROPRIETARY & CONFIDENTIAL

 Measurement Tools
Supporting Tools
WEBSITE FACEBOOK INSTAGRAM GOOGLE EMAIL LINK

DURING PROJECTS

PROPRIETARY & CONFIDENTIAL

 Estimated Results

Medium
Metrics TOTAL
Organic Paid
Impressions 1,576,585 78,829,239 80,405,824
Reach 143,903 9,593,500 9,737,403
Clicks 11,047 736,490 747,537
Leads 458 4,581 5,039
Buyers 137 3,135 3,272

Objective: 250-300 Buyers. @buyers ~ Rp. 1.000.000

Est. buyers per month: 261 buyers
PROPRIETARY & CONFIDENTIAL
 Project Simulation (1 Year)

Month November December January February March April May June July August September October

Impressions 804,058 2,412,175 3,216,233 4,020,291 4,824,349 5,628,408 6,432,466 8,040,582 8,844,641 9,648,699 12,060,874 14,473,048

Clicks 7,475 22,426 29,901 37,377 44,852 52,328 59,803 74,754 82,229 89,704 112,131 134,557

Leads 50 151 202 252 302 353 403 504 554 605 756 907

Buyers 33 98 131 164 196 229 262 327 360 393 491 589

PROPRIETARY & CONFIDENTIAL

 Timeline (1 Year)

PROPRIETARY & CONFIDENTIAL

Campaign (?) .

• Browising ke Luar negeri

• Pakai Pinterest
• Lihat di facebook.com/iq
• Lihat di thinkwithgoogle.com

Ertos Case Study

Confidential and Proprietary

Introducing Micro & Macro

• Imagine!
• Your business has 2 door to door
salesman
• Macro & Micro
Introducing Micro & Macro

• MACRO!
• Is all about the immediate sale
• A moment shows up at a customer
door,
• He persuading that person to buy,
buy and buy
Introducing Micro & Macro
• MICRO!
• Visits potential customers often.
• Never being too pushy.
• He may not make a sales right away
but people are comfortable enough to
invite him in whenever he shows up.
• Then, they start buying product from
him
Lets Talk it out to Micro & Macro

MACRO & MICRO are valuable to your business, but you

decide to figure out which one well be more profitable for
you in short and long run.
Choose the salesman
Who will probably raise your profits more
right now! ?

Macro Micro
Choose the salesman
Who can get people to trust your company
in the long run ?

Macro Micro
Choose the salesman
Who will probably raise your profit more
consistently 3 to 9 months from now ?

Macro Micro
 Outcome
Macro Micro

Short term success & Longer-term business value (Like brand

reaching your main awareness & recall, consider).
business goal (more sales They contribute to your main business goal
more buyer) in the near future & engage people who
aren’t ready to buy right now, but are still
interested in your business
Goal ~ Advertising Goal

Advertising Goal
Goal ~ Advertising Goal

Manual Tracking:
• No Telp/Pin BB Khusus
•YM, Email Khusus
• Program Promosi Khusus Ads

Advertising Goal
SEO
 Search Engine Optimization

Proses yang dilakukan secara sistematis

yang bertujuan untuk meningkatkan
volume dan kualitas trafik kunjungan
melalui mesin pencari menuju situs web
tertentu dengan memanfaatkan
mekanisme kerja atau algoritma mesin
pencari tersebut.

Ranking 1?
Posisi 1?
Case Study ?
https://www.water-sport-bali.com/
Search Engine Optimization

Ukur performa SEO Anda dengan:

Google Analytics

Demo Case Study

SEKOLAH KARAKTER
CARANYA : GA
Pasang Tracking
CARANYA : GA
Pasang Tracking
CARANYA : GA

Tracking Code (Look like)

 Google Bisnisku

Profil Bisnis Anda ditampilkan saat orang menelusuri bisnis

Anda atau bisnis serupa di Google Penelusuran atau Maps.
Google Bisnisku mempermudah Anda membuat dan
memperbarui Profil Bisnis Anda—sehingga bisnis Anda tampil
menonjol dan menarik pelanggan.
SEM
https://skillshop.withgoogle.com/
 53% of the people leave a website if the page
takes >3 seconds to load.

It takes an average of 6 seconds to load a mobile

webpage in Indonesia
Memulai Google Ads

ads.google.com
Dimana Iklan Muncul
The Google Network

Search Network Display Network

Search Partner Network

Pengenalan Google Google Ads

Search Network

Absolute
Top

Top
Search Network

Pengenalan Google Google Ads

Search Partners Network

Pengenalan Google Google Ads

Google Display Network

Dan Ribuan Website Lainnya

Pengenalan Google Google Ads

Google Display Network

Pengenalan Google Google Ads

Google Display Network

Pengenalan Google Google Ads

Google Display Network

Pengenalan Google Google Ads

Mobile Search & Display

Pengenalan Google Google Ads

Gmail Sponsored Promotions

Pengenalan Google Google Ads

 Keunggulan Beriklan di Google Google Ads?

REACH BUDGET CONTROL INSTANT REPORT

§ Targeted People § CPC/CPM § Lihat report Konversi
§ Targeted Location § Anggaran Iklan sesuai § Analisa dan Ukur
§ Targeted Device kemauan kita § Tingkatkan Efektifitas
§ GDN Reach 80% § Tidak ada minimum Campaign
Pengguna Internet

Pengenalan Google Google Ads

 Istilah di Dunia Online Advertising

1 Search Term 3 . Organic Vs Ads 5. Click , Average

Position, Average CPC
2. Campaign 4. Impression
- Keywords 6. Landing Page
- Ads
- Targeting methods
Pengenalan Google Google Ads
Technicality on SEM

Confidential and Proprietary

Membuat Campaign Google Ads
(Basic Setting – Search Network)
Membuat Akun Google Ads, Campaign, AdGroups, Ads
 Membuat Campaign

Jangan target Search & Display bersamaan di satu

campaign

Membuat Campaign
Location

Membuat Campaign
Strategi Bidding
• Automated Bidding
1. Target search page location
2. Target CPA (cost per acqusition)
3. Target ROAS (return on ad spend)
4. Target Outranking Share
5. Maximize Clicks
• Manual Bidding
6. Manual CPC
• Semi-Autnomous Bidding Strategy
7. Manual CPC with Enhanced CPC
Enabled
Daily Budget

• Google Bisa Up Budget hingga 20%

• Tapi dalam satu bulan tidak akan lebih dari 30,4

Advance Campaign Setting

 Delivery Method

• Mengatur ketika Budget Limited

• Budget < Potensial Impression
• Budget Limited = Miss Potential Impression

Setting Up Your First Campaign Advance Campaign Setting

 Setting Ad

Abaikan dulu
Advanced
Setting

Setting Up Your First Campaign Membuat Campaign

Membuat Campaign
Membuat Ad Group

Membuat Campaign
Menambah Keywords

Membuat Campaign
Ad Group Bid

Membuat Campaign
What is digital marketing, Simply !

Confidential and Proprietary

Mobile phone is the first
Mobile phone ONLY
• Almost all connected users access the internet via a smartphone
•

53% 68%

pengguna akan meninggalkan konsumen mengandalkan

situs jika halaman website smartphone saat mencari
perlu waktu >3 detik untuk informasi untuk pembelian
dimuat. berikutnya
Non-Metropolitan Go Online
• Connection progress encourages internet usage outside of non-
metropolitan cities.
•

46% 1.5x

dari seluruh penelusuran kenaikan penelusuran untuk

untuk paket internet berasal kata kunci terkait wisata
dari kota-kota non-
metropolitan
In
The
mobile,
mobilepeople
mindset
expect
for
to
brands
discover
to tap
things
into is
DISCOVERY
just for them
0.25 second
Peluang buat kita adalah :
Mobile demands new ways of communication
• C • I • M
o t o
n d b
t o i
e e l
n s e
t n r
i ’ e
s t q
c t u
o
n
s
a
k
e
(BASED ON MILLWARD BROWN i
r
e

MOBILE
u
m
e MOBILE NEWS
l
o
n
RESEARCH) s
a
v
d g i
q
u
i
c FEED
t
o
r
e
MOBILE VIDEO s
u
a
l
k c l
l a a
y l n

1.7s 0.25s 78min

l g
c u
o a
n g
t e
e
n
t

• T • T • D
i i a
m m i
e e l
s n y
p e t
e e i
n d m
t e e
o d s
n t p
e o e
a r n
c e t
h c v
i a i
t
e
m
Sources: 1. Internal Facebook data, Q3 2015 l
l
c
e
w
i
o
f
c
2. Facebook and Twitter: Users Process Mobile Content
o
n
t
n
g
m
o
n Faster by AdvertisingAge, Feb 2016 e
n
o
t t2 78
b
i
e
n
t
3. AdReaction: Video creative in a digital world” conducted l
e
Original TVC

79
7.1 secs to deliver key message

80
2.5 secs to deliver key message
1.6 secs to deliver key message
Muaranya membangun “mas” Macro
Bringing branding and performance marketing together

2 More “performance
marketing” in branding

Brand

More “brand message”

1 in performance
marketing

Performance
JUMP START YOUR FACEBOOK MARKETING
https://www.facebook.com/business/learn
 What do ads on Facebook look like?
News Feed Desktop News Feed Mobile Right-Hand Column
SLIDESHOW
Carousel ads
Video ads
 LEAD GENERATION
FACEBOOK LOCAL AWARENESS
Storytelling comes to life

You can easily build your Canvas using a combination of videos, still images and
call-to-action buttons. In Canvas, people can swipe through a carousel of images,
tilt to view panoramic images and zoom in to view images in detail.

Canvas was built to bring your content to life in a fast-loading and seamless
experience on Android and iOS. Leveraging the same technology used to display
photos and videos quickly in the Facebook app, Canvas loads quickly, as much as
10 times faster than the standard mobile web.
LEAD GENERATION
Lead ads: Simplifying lead generation in a cross-device world

Facebook’s lead ads provide people with a quick and privacy-safe way to sign up to receive information from businesses, like newsletters, o ers and quotes.

With lead ads, you can direct people from ads to a native form experience that’s pre-populated with their contact information, like email addresses.