GOOGLE ADS &
YOUTUBE ADS
MARKETEAM 2022
CLASS RULES
1. Please be active in class (you can ask or answer questions).
2. Please turn your camera on during class.
3. Don’t forget to submit your assignment on time (if there are any). Late
submission equals reduced points.
4. Please ask for permission if you are unable to attend the class (and
make sure to provide appropriate reasons).
5. If you are late to class, you don’t get to join the Pre-Test or Post-Test
6. You are free to discuss anything about Digital Marketing.
7. Follow our Instagram, Line, and Tiktok accounts for further information.
GOOGLE ADS
MARKETEAM 2022
What is Google Ads?
Google Ads is a paid advertising platform that
falls under a marketing channel known as payper-click (PPC), where the advertiser pays per
click or per impression (CPM) on an ad
Benefits
1
Google Masters Search Engine Market Share
2
Remarketing
3
More Specific Target Audience
4
Low Cost
GOOGLE ADS TERMS TO KNOW!
AdRank
Click-Through Rate (CTR)
determines your ad placement
the number of clicks you get on your ad
as a proportion of the number of viewers
Bidding
Conversion Rate (CVR)
Google ads system, the higher your bid,
the better your placement
a measure of form submissions as a
proportion of total visits to your landing page
Cost per Click (CPC)
Display Network
the amount you pay for each click on your
ad
a network of websites that allow space on
their webpages for Google Ads
Cost per Mille (CPM)
Extensions
the amount you pay for one thousand ad
impressions
to supplement your ad with additional
information at no additional cost
Cost per engagement (CPE)
Keywords
the amount you pay when someone takes a
predetermined action with your ad
are words or phrases that align with what a
searcher wants and will satisfy their query
Campaign Type
Pay-per-click (PPC)
a. Search Ads
b. Display Ads
type of advertising where the advertiser pays
per click on an ad
How Does Google Ads Work?
Many factors impact your ability to create effective and high-performing Google Ads :
1
AdRank & Quality Score
Quality Score is based on the quality and
relevance of your ad, and Google measures
that by how many people click on your ad
when it’s displayed (CTR). CTR depends on
the how well your ad matches searcher
intent, which you can have from three areas:
The relevance of your keywords
If your ad copy and CTA deliver what the
searcher expects based on their search
The user experience of your landing page
The Highest QS score is 10, The higher your
QS, the lower your acquisition costs will be
and the better placement you’ll get.
2
Location
When you first set up your Google Ad, you’ll
select a geographical area where your ad
will be shown. Because Google’s main
objective is to display the most relevant
results to searchers, even when you’re
paying.
3
Keywords
Each ad group that you create within your
campaign will target a small set of
keywords and Google will display your ad
based on those selections and matches
your ad with search queries
How Does Google Ads Work?
Many factors impact your ability to create effective and high-performing Google Ads :
4
Match Types
Match Types tell Google whether you want to match a
search query exactly or if your ad should be shown to
anyone with a search query that’s semi-related.
Phrase match : will match with queries that include
your keyword phrase in the exact order but may
include additional words before or after it
Ex : “Cafe Rooftop” can yield “Cafe Rooftop Jaksel” or
“Cafe Rooftop viral”
Broad match : the default setting that uses any word
within your keyword phrase in any order
Ex : “Cafe Rooftop in Jakarta” will match “Cafe
Rooftop” or “Rooftop Jakarta”
Exact match : maintains your keyword phrase as it is
written in the exact order
Ex : “Cafe Rooftop” will not show up if someone types
“Cafe nugas” or “Cafe Rooftop viral”
Modified broad match : allows you to lock in certain
words within a keyword phrase by denoting them
with a “+” sign
Ex : “+Cafe Rooftop in Jakarta” could yield “Cafe,” or
“Cafe nugas,”
5
Headline & Description
How Does Google Ads Work?
6
Ad Extensions
It will give users additional information about the
brand and to interact with your ad
Offer extensions
Sitelink extensions
App extensions
Call extensions
Location extensions
7
Google Ads Retargeting (Remarketing)
is a way to advertise to users who have
previously interacted with you online but have
not yet converted.
Types of Google Ads Campaign
Search Ad
Format: Text
Objective: Traffic to Website / Conversion
Pembayaran: CPC (Cost per Click)
Lokasi: Google Search
Display Ad
Format: Banner Visual, Ukuran bervariasi.
Objective: Brand Awareness
Pembayaran: CPM (Cost per Mille)
Lokasi: Berbagai website yang bekerjasama
termasuk Youtube.
Types of Google Ads Campaign
Video Ad
Format: Video, Durasi bervariasi
Objective: Brand Awareness
Pembayaran: CPM atau CPV
Lokasi: Youtube dan website yang bekerjasama
App Ad
Format: Visual banner aplikasi
Objective: Increase app downloads
Pembayaran: Lokasi: Google Search Network, YouTube, Google
Play, Google Display Network
Types of Google Ads Campaign
Shopping Ad
Format: Gambar dan harga
Objective: Traffic to Website / Conversion
Pembayaran: CPC (Cost per Click)
Lokasi: Google Search
Untuk membuat Shopping Ads memerlukan
settingan khusus, yaitu kita perlu memiliki
akun Google Merchant Center, kemudian
sambungkan dengan halaman e-commerce
yang dimiliki.
TUTORIAL GOOGLE ADS
Buka laman GoogleAds (https://ads.google.com/)
Login ke akun Gmail
Klik Get Started
Pilih tujuan iklan yang ingin kalian lakukan
Masukkan nama bisnis yang dimiliki
Masukkan website bisnis yang dimiliki
Kemudian akan muncul laman yang akan
ditampilkan saat target konsumen “klik” iklan
Isi Iklan yang akan ditampilka
Masukkan keyword yang berhubungan dengan
pencarian iklan
Sesuaikan lokasi iklan dengan lokasi Anda. Dapat
disesuaikan dengan jarak ataupun wilayah
tertentu
Tentukan budget yang sesuai, dapat memilih
bugdet option ataupun memasukan budget
sendiri
Sebelum masuk kedalam tahap pembayaran, iklan
akan direview terlebih dahulu. Jika sudah sesuai,
maka campaign dapat langsung di "submit"
Confirm payment info
Tahap
terakhir
adalah
bukti
penyelesaian
pembuatan campaign. Setelah ini kita dapat
melihat seberapa iklan kita berhasil
YOUTUBE ADS
MARKETEAM 2022
What is Youtube Ads?
YouTube Ads is a service used to promote
your business products or services through
YouTube. Ad developments can be monitored
via Google Analytics so that the marketing
strategy made remains on the right target.
Types of Youtube Advertising
1
Skippable In-stream Ads
Generally videos have a minimum duration of 12
seconds and a maximum of 3 minutes. We only pay
when the ad video is watched for more than 30
seconds or until it's finished. So we don't have to pay
PPC (Pay Per Click).
2
Non Skippable Ads
There are 3 types of non-skippable ads:
Pre-roll Ads appear before the video starts with a
duration of 15-20 seconds.
Mid-roll Ads appear in the middle of the video or after
10 minutes of the video lasting 15-20 seconds.
Bumper Ads appear at the beginning, middle, or end
of a video with a maximum duration of 6 seconds.
Types of Youtube Advertising
3
Discovery Ads
This ad video will be displayed on the search results
page, Youtube homepage, and on pages related to
the video being watched.
4
Non Video Ads
There are three types of Non-video Ads on Youtube:
Sponsored Card Ads are advertisements in the form of
images (cards) that appear when viewers click the “i”
icon in the right corner of the video screen.
Types of Youtube Advertising
4
Non Video Ads
Overlay Ads are text ads in a semi-transparent box
measuring 480×70 pixels
Display Ads are image ads that will appear in YouTube
search results. Display Ads are also effective for
directing viewers to the landing page that you specify.
Tips for Optimizing Youtube Video Ads
1.Define your metrics & goals : When analyzing the results, there are
four main categories of metrics you can track for each video.
Views & Impressions
View Rate
Conversions
Audience
2.Track Low Performing Placements
You can review where the ad has appeared in by navigating to Video
Targeting > Placements > Where ads were shown > Display network
from your Google Ads Campaigns dashboard
3.Use a custom thumbnail image to entice a viewer to click on your
video
4.Drive people to buy with cards
A Youtube card is teased with a small "i" symbol, which the viewer can
click to expand.
Tips for Optimizing Youtube Video Ads
5.Create CTA (Call to Action)
When promoting a video on YouTube, you can
include call-to-action overlays that link to a URL.
7.Use negative Remarketing
Target only unique users by excluding those who have
previously viewed the specific video, who have visited
your YouTube channel, or who have shared, liked, or
commented on any of your videos.
8. Use close captioning to cater to viewers needs &
wants
9.Qualify Viewers
6. Create a Youtube end slate
10.Consider making your ad longer
Upload Video di Channel Youtube
TUTORIAL
YOUTUBE ADS
Upload video Anda yang telah sesuai dengan
ketentuan tipe iklan Youtube yang dipilih. Upload
video iklan seperti mengupload video Youtube
biasanya. Tambahkan judul, deskripsi, dan beberapa
tag untuk iklan.
TUTORIAL YOUTUBE ADS
Buat Iklan Melalui Akun Google Ads
Dengan akun Google Ads, kemudian klik menu campaign dan
klik ikon “+” untuk membuat iklan baru. Setelah itu Anda akan
memilih tujuan dari iklan yang dibuat.
Selanjutnya, pilih opsi video dan tentukan tipe iklan
Youtube yang dibutuhkan. Setelah itu, klik continue
untuk menuju step berikutnya.
TUTORIAL YOUTUBE ADS
Tentukan Parameter Iklan
Campaign Name: tulis nama iklan Anda sesuai strategi pemasaran
yang dijalankan. Misalnya, “Skippable Product Agustus 2020”. Hal
ini akan memudahkan Anda jika mengelola banyak iklan
Bid Strategi: strategi bidding iklan YouTube ads. Misalnya, target
CPM. Pilih strategi bidding sesuai kebutuhan:
1. Maximum CPV (cost per view). Anda hanya membayar sesuai
dengan jumlah view.
2. Target CPM (cost per mile). Harga yang Anda bayarkan adalah per
1000 tayangan.
3. Target CPA (cost per acquisition). Biaya yang Anda bayarkan sesuai
dengan penonton yang klik iklan Anda.
Budget: masukkan jumlah budget yang Anda miliki untuk iklan
YouTube.
Networks: Lokasi iklan Anda akan ditampilkan. Pilihlah dari tiga
pilihan, yaitu:
1. Discovery only (hanya muncul di halaman hasil pencari YouTube)
2. All of YouTube (muncul di hasil pencarian, halaman channel, di
video, dan homepage YouTube)
3. YouTube Display Network ( muncul di YouTube affiliate website
dan Display Network)
Location: Lokasi target audience Anda. Pilih lokasi
penonton iklan Anda: All countries, Indonesia, atau
lokasi spesifik
Language: Bahasa iklan yang digunakan. Pilih
Indonesia untuk target penonton Indonesia.
Inventory Type: Tipe konten pengecualian. Pilih
standard jika tidak membutuhkan pengaturan
khusus seperti video mengandung kekerasan dan
bahasa tabu. Inventory khusus memiliki harga lebih
mahal.
TUTORIAL YOUTUBE ADS
Pilih Target Audiens
Memilih target audiens dapat ditentukan melalui demografi ataupun minat audiens. Demografi dapat berdasarkan gender, usia,
pendapatan, dan lainnya. Minat audiens dapat berdasarkan kata kunci iklan sesuai topik yang relevan dengan target audiens.
Selain kata kunci, dapat digunakan pula pemilihan beberapa topik dari target audiens.
Demografi
Minat Audience
TUTORIAL YOUTUBE ADS
Hubungkan Google Ads dengan Channel Youtube
Masukkan link video iklan yang sudah di upload di Youtube ke Google Ads. Kemudian akan terdapat rangkuman pengaturan
yang telah dibuat sebelumnya, sertakan URL untuk tampilan display, Call to Action, dan headline. Kemudian klik tombol create
campaign pada iklan Youtube Ads yang akan dirilis.
TUGAS
Analisis Google Ads / Youtube Ads yang digunakan kompetitor (analisis mencakup tipe
ads, keyword, dan konten yang digunakan dalam mencapai target audiensnya)
Buatlah perencanaan Google Ads/ Youtube Ads dari bisnis yang dimiliki per kelompok,
kemudian analisis nama campaign, tipe ads, tujuan yang ingin dicapai, target
audience, budget, jadwal (jangka waktu dan momen), keyword, dan visualisasi konten
yang akan digunakan. Analisis dikerjakan dalam bentuk deskriptif dan dapat dilengkapi
dengan screenshot step google/ youtube ads
Tugas dikumpulkan pada hari Minggu, 8 Mei 2022 pukul 23.59 WIB dalam google docs
yang telah digunakan pada tugas sebelumnya
THANKYOU!
MARKETEAM 2022