Pre-Campaign Planning

Among the most ubiquitous street food in Malaysia are your humble Ramli burger stalls. Sloppy, juicy hamburgers made-asian with plenty of sauces. Each stall are assigned with a geographical domain by a central distributor. The stall owner has complete autonomy on his/her recipe, pricing and promotion. They bear all inventory risk.

Image result for ramly burger stalls

(photo credit: www.hungrygowhere.com)

Suppose you’re a stall owner – wouldn’t you before you start operation, it will be wise to conduct some form of market research? What if someone tells you that 47% of the resident in the area consumes only fish, and the remaining 53% are beef-lover. Won’t you adjust your inventory and menu accordingly – to minimize risk and maximize sales offload?

The same principle applies, if you are going to start an online store – there’s a weath of data pertaining to your customer’s preference, buying behaviour and population size to ascertain and predict sales trajectory, there’s plenty of information on your competition and pricing to adjust your pricing and promotion plan – why not start collecting and use it?

In this video, I will describe why it is important to collect these data and how these data are used.

If you want to directly learn how to setup Google Tag Manager, please click here

If you want to directly know how to setup Facebook pixel and configure events for optimization goals, please click here

If you want to directly know how to setup Google Ad accounts for goals and optimization, please click here.

Dapatkan Hati Konsumenmu Dengan Content Marketing

Pernah mendengar istilah konten adalah raja? Bila belum dan mengapa sebuah konten bisa diangkat statusnya seperti itu, karena pada saat ini praktek marketing dengan cara direct sales sudah tidak lagi mempan dan kehilangan pasarnya. Berbasis informasi yang mudah didapat dari berbagai sumber, seorang konsumen pasti melakukan riset terlebih dahulu sebelum akhirnya memutuskan membeli. Nah, pada tahap tersebutlah konten sangat memegang pengaruh besar.

Konten dapat berupa apa saja, seperti video, foto, artikel, meme dan apappun itu yang memiliki sebuah storytelling di dalamnya. Mengutip dari Content Marketing Institute, Content Marketing adalah sebuah strategi pendekatan marketing yang berfokus pada membuat dan menyalurkan sebuah nilai, relevan, dan konten yang konsisten untuk menarik dan menjaga sebuah target audience — dan, pada akhirnya untuk mendorong tindakan dari konsumen yang dapat memberikan keuntungan.

Jadi, bisa disimpulkan bahwa Content Marketing adalah sebuah pendekatan persuasif yang secara perlahan membuat konsumen merasa brand atau produk itu adalah mereka. Caranya? Ada banyak cara dan bentuk, tapi yang paling penting adalah konten tersebut harus bisa mewakilkan suara & perasaan dari para audience mu. Lalu, bagaimana caranya untuk bisa mengetahui media apa dan jenis konten apa yang tepat untuk menarik minat para target audience ini?

Mau tidak mau, kamu harus melakukan sebuah riset dan mencari tahu apa saja masalah dari mereka, dan kendala dalam sehari-hari yang dapat diselesaikan oleh brand atau produkmu. Bila sudah mendapatkan informasi tersebut, kamu dapat mulai untuk membuat sebuah voice & tone yang akan kamu gunakan sebagai sarana penyampai pesan melalui semua konten yang kamu miliki. Semakin konsumen merasa dekat dan memberikan feedback positif dapat diartikan bahwa kamu sudah melakukannya dengan benar. Dan bila belum, mungkin kamu harus mengapa kamu mendapatkan respon negatif dengan bertanya langsung dengan audiencemu atau bisa jadi kamu salah memilih target audience sejak awal.

Mengenal Apa itu Display Ads & Kegunaannya

Selain dari search ads, Google dan media lain menawarkan satu jasa iklan bernama display ads atau yang disebut sebagai display advertising. Untuk mempersingkat, mari kita sebut sebagai display ads saja. Display ads dapat diartikan dengan sebuah gambar (full grafis dan campuran dengan teks) yang muncul secara spesifik pada media-media yang dituju (website atau media sosial platform seperti Facebook, Instagram, Twitter dan lainnya).

Pada umumnya, display ads gunakan untuk menaikan brand awareness dan sangat tidak dianjurkan untuk dijadikan cara untuk meningkatkan penjualan, karena sangat tidak efektif. Kamu dapat menggunakan beragam visual untuk menjalankan display ads ini, seperti menggunakan full text hingga rich media untuk dapat menarik perhatian dari audience yang kamu tuju.

Ukuran-ukuran banner untuk menjalankan display ads sangat beragam dan hal tersebut diperlukan untuk dapat ditampilkan pada jenis dimensi apa saja baik untuk desktop hingga smartphone. Batasan yang akan kamu hadapi adalah jumlah network ads yang akan menampilkan banner digital adsmu.

Ini adalah ukuran yang biasa digunakan untuk Google Display Network atau GDN

“Square and rectangle         

200 × 200        Small square

240×400        Vertical rectangle

250 × 250        Square

250 × 360        Triple widescreen

300 × 250        Inline rectangle

336×280        Large rectangle

580 × 400        Netboard

Skyscraper         

120 × 600        Skyscraper

160 × 600        Wide skyscraper

300 × 600        Half-page ad

300 × 1050        Portrait

Leaderboard         

468 × 60        Banner

728 × 90        Leaderboard

930 × 180        Top banner

970 × 90        Large leaderboard

970 × 250        Billboard

980 × 120        Panorama


Mobile         

300 × 50        Mobile banner

320 × 50        Mobile banner

320 × 100        Large mobile banner”

 

Untuk Instagram:

Image

Square

Minimum Resolution (600 x 600 pixels)

Maximum Resolution (1936 x 1936 pixels)

Landscape

Minimum Resolution (600 x 315 pixels)

Maximum Resolution (1936 x 1936 pixels)

Vertical

Minimum Resolution (600 x 750 pixels)

Maximum Resolution (1936 x 1936 pixels)

Supported file tyle: .jpg or .png

Image

Recommended Image Size 1,080 x 1,920 pixels

Recommended image ratio: 9:16

 

Untuk Facebook:

 

Recommended Image Size 1,200 x 628 pixels

Recommended Image Size 1,080 x 1,080 pixels

“Recommended Image Size

1,080 x 1,080 pixels

1,200 x 628 pixels”

“Recommended length: Up to 15 seconds

Recommended aspect ratio: Vertical (4:5)

File size: Up to 4 GB max.”

“Recommended length: Up to 15 seconds

Recommended aspect ratio: Vertical (4:5)

File size: Up to 4 GB max.”

“Recommended Image Size 1,200 x 628 pixels

Recommended image ratio: 1.91″

“Recommended Image Size 1,200 x 628 pixels

Recommended image ratio: 1.91″

Hedging against situation with online sales

As a business owner, it is pretty much easy for you to feel like you don’t know what drives your industry. You lack the connections to those who make decisions, and you are at the mercy of what life pretty much throws at you.

Macro factors can change, and this is the element of uncertainty. As a small business owner, you can’t but feel helpless. From your area not having sufficient foot traffic to landlords raising prices due to macro-economic changes, thus affecting your sales and profit margins.

We understand the pain.

However, there are proven ways that you can help to make things much better for yourself, and one of them is through diversifying your business channels to widen your customer base.

How it this possible? Take a look.

Every business has a uniqueness, and often times not many knows of that uniqueness. This results in your sales reach being only where you are and those you’re familiar and comfortable with reaching. Say you’re a physical store in Kepong – doesn’t mean you have to depend solely on your neighbourhood sale.

What if you could leverage on innovation and technology to widen your user base? Thanks to the advent of the Internet and e commerce, we can see that retailers and manufacturers don’t necessarily need to be confined to one space when it comes to making sales. So, you could be based in a city and actually see to the needs of people outside your country or state. You may be based in Kepong, but you can easily expand your distribution to Kedah or even America, by shipping your product by way of lead generation and sales conversion through digital channels.

Your locale may tell you that your product is only appealing to those aged 45-50, but expanding your distribution may yield you different results. Your products may be appealing to those aged 20-30, ultimately, what you’ve just done is that you have widened your customer pool by opening your distribution channel. The benefit of doing so is that, the wider your customer pool, the more stable you are income wise. Believe it or not, it’s only common sense of course that more customers = more income. But what if just like investment portfolios, you achieve stability by having diverse market foothold. This is what is known as hedging, when you secure yourself market shares in various locality, you now have something to fall back to if there were to be disruptions in one market segment you hold. For example, this can be seasonal changes, suddenly sales in Kepong has dropped, but sales in Kedah has increased or is stable, you can easily shift your budget over to the Kedah segment and secure more sales in order to equalise on the drop of sales in Kepong.

Expanding into new markets can be scary, rightfully so as this incurs a lot of cost just to market test and market validations. You open your store in new areas, and unfortunately it doesn’t work out. Scary right? This is where the beauty of digital comes into play, you can easily scope out market demands for your product or services before hand and then diversify your sales channels. How to do so? Easy, here’s how;

Read More

How to Achieve Predictable Income In Uncertain Times

We live in a business climate where markets have proven to be incredibly finicky. Human behavior can never be successfully predicted, and this means that while you might be able to develop a product which you believe will be strong and have a huge market, you might not end up making sales if you are deliberate about certain things.

 

So, here’s the main point; developing a product and believing that customers will just come and you’ll make money is a myth that should be done away with immediately. If you want to see increasing sales, it is important to be proactive and deliberate.

In this piece, we’ll be looking at two important business concepts which need to be covered if you are ever to break the cycle of unpredictable income:

Read More

8 Hal Yang Perlu Kamu Lakukan di Akun Google Ads Kamu

Sangat mudah untuk membuat dan menjalankan iklan kampanye pay per click (PPC) di Google Ads, tapi beberapa advertiser berasumsi bahwa setelah mereka membuat iklan, mengetikkan beberapa keyword, memasukkan budget, dan menjalankan campaign, tidak ada yang perlu dilakukan kecuali duduk dan melihat jumlah klik dan konversi yang muncul.

Faktanya, di setiap akun – besar ataupun kecil – bisa lebih baik dengan beberapa tweak cepat dan mudah yang didesain untuk optimasi impression, click through rate (ctr), dan return on investment (ROI). Tweak yang dilakukan ini tidak memerlukan biaya tambahan, dan cukup mudah hingga seseorang dengan pengalaman terbatas bisa mengatur akun dan dengan keterbatasan waktu bisa melakukan set up dengan mudah. Read More

Apakah Google Ads Berguna ?

Apakah Google Ads benar-benar berguna? Tentu Saja!

Mungkin kita agak sedikit bias, tetapi kami benar-benar percaya bahwa Google Ads sangat berguna untuk hampir semua jenis bisnis: kecil, menengah, atau besar.

Kami sering mendengar alasan di buku mengenai mengapa Google Ads tidak berguna, termasuk ‘Calon customer kami tidak mengetahui cara menggunakan internet’ (Oh Ya?!)

Di panduan ini, kita akan menganalisa alasan umum yang kita dengar mengenai mengapa Google Ads tidak berguna, dan memberikan balasan atas alasan tersebut untuk menunjukkan mengapa google Ads berguna. Read More

Setting Up Facebook Pixel Using Google Tag Manager

What is Facebook Pixel?

Simply put, Facebook Pixel is a tool that enables you to measure the effectiveness of your advertising by understanding the actions people take on your website. For each Facebook ad account, you can easily set up and create a Facebook Pixel using the Google Tag Manager.

It brings the following benefits:

  • Capturing site visitor data
  • Build retargeting lists
  • Track standard & custom events & conversions
  • Build lookalike audiences (audience expansions)
  • Provide people-based reporting through Facebook Analytics

 

Why should you use the Facebook Pixel?

  • Qualified Audience Expansion – It allows you to expand your reach outside of your particular audience targets by building lookalike audiences off specific site visitors or visitors that converted in the past.
  • Custom conversion tracking – Enables you to create predefined standard conversions, i.e., leads or purchases or generate any custom conversion that is a crucial action to track.
  • Retargeting – Retargeting when executed correctly can be a powerful tactic to close sales, drive leads or have a user complete a specific action.
  • Facebook Pixel Analytics – The Facebook pixel gives you people-based attribution insights based on users that visited your site.

 

How To Install The Facebook Pixel via Google Tag Manager: Step by Step

 

To successfully install the Facebook Pixel you will need to take the following steps:

  • Create the Facebook Pixel
  • Create a custom HTML Tag in the Google Tag Manager
  • Deploy the Facebook Pixel via GTM
  • Send test traffic to for validation
  • Create Standard events
  • Create Custom events
  • Ok, so let’s get started.

 

To set up the Facebook pixel expand the top left menu in the Ads Manager and click Pixels.

facebook pixel menu

Facebook Ads Manager

Click set up a new pixel and select “Manually Install the Code Yourself”.

Facebook Pixel Set Up

Note: In case you are collecting site visitor email, zip or phone number you can use Advanced Matching.

 

Advanced Matching passes these fields as hashed values to the Facebook pixel for improved people matching.

facebook pixel setup

Facebook Advanced Matching

Move right to the second step and copy the Facebook pixel.

facebook pixel advanced matching

Facebook Pixel Set Up

Google Tag Manager Set Up

In the Tag Manager under Tags click New

google tag manager new tag

Google Tag Manager

Under Tag Configuration select Custom HTML

choose html tag

Custom HTML Tag

Paste the pixel you copied earlier into the HTML tag. You can remove the static pixel since no script tags will not fire within an HTML tag.

copy facebook base code

Facebook Static Pixel

Note: If you want to install the static pixel for Javascript disabled browsers you can create a custom image tag that has a trigger set to only fire on javascript disabled browsers.

Set the Pixel to fire on all pages give it a descriptive name and click save

gtm add a trigger

Facebook Custom HTML Tag

Now that the pixel is set up go back to Facebook Ads Manager and paste in your website URL to send test traffic to your pixel.

send text pixel

Facebook Pixel Test Traffic

If everything looks good click continue.

Setting up the Facebook Pixel Event Via Google Tag Manager

Facebook provides nine standard events with predefined parameters associated with each one.

In this case, I am going to cover setting up a Facebook Standard Event (Purchase) and a Custom Event using the Google Tag Manager.

create a purchase event

Facebook Standard Events

After having verified the pixel installation, you should see the next step with an option to select an event you would like to track.

choose standard event

Facebook Purchase Event

Once you have selected the Purchase Event, we need to pass information to at least three variables dynamically.

Conversion Value – Total transaction value

Currency – Transaction currency

Content ID – You can pass transaction ID or product IDs. For dynamic product ads, the product IDs would have to match your catalog feed IDs.

send event parameters

Facebook Event Dynamic Values

Now that the dynamic variables are defined, the code for the purchase event can be added to the confirmation or thank you page.

The easiest way to do this is by creating a custom HTML tag in the GTM. (The same way we set up the Facebook Pixel using Google Tag Manager).

Creating a Custom Event

To create a custom event, copy the code that was used to generate the product event.

Give your conversion a name that clearly defines it.

 

<script>// Custom Conversion

// You can call the custom conversion anything you want

fbq(‘track’, ‘Trial_Signup’);</script>

 

Now that the conversion has been defined you can add the code for the purchase event by creating a custom HTML tag that fires when the key action has been taken, i.e., submission using GTM.

 

Note: Since you will be just starting data collection there won’t be any substantial conversion volume that Facebook can reference to optimize conversion objective campaigns.

 

To avoid getting stuck in ‘learning’ create a ‘soft conversion’ such as a PageView event.

Then you can temporarily set this as the focus conversion until you have collected enough data.

Creating a Custom Conversions (From Your Custom Event)

By default, Facebook does not make a custom event outside of the nine standard events available to leverage as the primary conversion objective.

In order or you to optimize against a custom event, you will need to first create a custom conversion off of a custom event.

Go to Custom Conversions

mega menu custom conversion

Facebook Custom Conversions

Click create custom conversions and then select the desired custom event.

pick event

Facebook Create Custom Conversion

Conclusion

Now that the set up of the Facebook pixel using Google Tag Manager is complete, your value extends much further than merely retargeting.

This allows you to maximize conversion objectives, expand your audience reach and gain attribution insights directly inside of Facebook.