Surabaya, 18 April 2017

Menangkap Peluang di Momen Utama Indonesia

Agenda

1 Menangkap peluang

2 Menangkap pageviews

3 Menangkap bidding advertiser

Data yang di presentasikan berikut merupakan
data historikal
Yang dapat digunakan sebagai referensi saja
Menangkap Peluang
Momen Utama Indonesia di 2017
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Tahun Baru
1 Januari

Valentine
14 Februari
Hari
Ramadan ini
26 Mei - 24 Juni
Idul Adha
1 September

Hari Ibu
22 Desember

Musim Liburan
25 Desember+
 Valentine
14 Februari
Waktu pencarian konten

Confidential and Proprietary

Source: Google internal tools and Google Trends, based on 2016 data in Indonesia
 Valentine
14 Februari
Tren kategori pencarian
Pencarian Untuk PERMEN & COKLAT

Lonjakan Pencarian:
17 Jan - 14 Feb

Sep Sep
‘15 ‘16

Pencarian Untuk HADIAH

Lonjakan Pencarian:
31 Jan - 7 Feb

Sep Sep
‘15 ‘16

Confidential and Proprietary

Source: Google internal tools, from Sep 2015 to Sep 2016 in Indonesia
 Valentine
14 Februari
User utama dalam momen ini

SPESIALIS GAYA PECINTA KEGIATAN

TRENDSETTERS
Orang Indonesia yang HIDUP EKSTRIM
tertarik dengan
Valentine’s Day Pakar Kecantikan 1.6x Shopaholics 1.5x Gamers 1.5x
kemungkinan adalah...
Ahli kesehatan & 1.4x Pecinta kegiatan 1.5x
Cara Membaca: kebugaran outdoor
Orang-orang yang tertarik dengan
Valentine’s Day 1.6x lebih mungkin
untuk menjadi pakar kecantikan
daripada rata-rata masyarakat
Indonesia.

Confidential and Proprietary

Source: Google internal tools comparing Indonesians who are interested in Valentine’s Day versus online population in Indonesia, as of Q4 2016
 Ramadan
26 Mei - 24 Juni
Waktu pencarian konten

Ramadan 2016
tanggal 6 Juni - 5 Juli

Confidential and Proprietary

Source: Google internal tools and Google Trends, based on 2016 data in Indonesia
 Ramadan
26 Mei - 24 Juni
Tren kategori pencarian
Pencarian Untuk RESTORAN

Lonjakan Pencarian:
5 Jun - 26 Jun

Sep Sep
‘15 ‘16

Pencarian Untuk PERAWATAN RAMBUT

Lonjakan Pencarian:
5 Jun - 26 Jun

Sep Sep
‘15 ‘16

Confidential and Proprietary

 Ramadan
26 Mei - 24 Juni
User utama dalam momen ini

PECINTA RUMAH SPESIALIS GAYA SAVVY

& MAKANAN HIDUP PROFESSIONALS
Orang Indonesia yang
tertarik dengan Ramadan Pecinta Kuliner 1.5x Ahli kesehatan & 1.5x Avid investors 1.4x
kemungkinan adalah... kebugaran
Penggemar dekor 1.4x Business 1.4x
rumah Shopaholics 1.3x Professionals

Cara Membaca:
Orang-orang yang tertarik dengan
Ramadhan 1.4x lebih mungkin
untuk menjadi penggemar dekor
rumah daripada rata-rata
masyarakat Indonesia.

Confidential and Proprietary

 Idul Adha
1 September
Waktu pencarian konten

Idul Adha 2016

tanggal 12-16 Sep

Confidential and Proprietary

Source: Google internal tools and Google Trends, based on 2016 data in Indonesia
 Idul Adha
1 September
Tren kategori pencarian
Pencarian Untuk DAGING

Lonjakan Pencarian:
11 Sept

Sep Sep
‘15 ‘16

Pencarian Untuk BAHAN PANGAN

Lonjakan Pencarian:
10 Jul - 24 Aug

Sep Sep
‘15 ‘16

Confidential and Proprietary

 Idul Adha
1 September
User utama dalam momen ini

PECINTA RUMAH PENGEMBANGAN

TRAVEL
& MAKANAN DIRI
Orang Indonesia yang
tertarik dengan Idul Adha Pecinta Kuliner 1.8x Transportasi 1.9x Lowongan 1.3x
kemungkinan adalah... Udara Pekerjaan
Bercita-cita 1.4x
menjadi koki Perjalanan di Asia 1.2x
Pasifik

Confidential and Proprietary

 Hari Ibu
22 Desember
Waktu pencarian konten

Confidential and Proprietary

Source: Google internal tools and Google Trends, based on 2016 data in Indonesia
 Hari Ibu
22 Desember
Tren kategori pencarian
Pencarian Untuk PERAWATAN RAMBUT

Lonjakan Pencarian:
6 Dec - 3 Jan

Sep Sep
‘15 ‘16

Pencarian Untuk HADIAH

Lonjakan Pencarian:
29 Nov - 20 Dec

Sep Sep
‘15 ‘16

Confidential and Proprietary

 Hari Ibu
22 Desember
User utama dalam momen ini

PECINTA RUMAH SPESIALIS GAYA

TRENDSETTERS
& MAKANAN HIDUP
Orang Indonesia yang
tertarik dengan Hari Ibu Pecinta Kuliner 1.9x Pakar Kecantikan 1.6x Turis untuk lokasi 1.9x
kemungkinan adalah... pantai
Home decor 1.7x Pengguna Media 1.4x
enthusiast Sosial Health & fitness 1.6x
buff

Confidential and Proprietary

 Libur
Natal-Tahun Waktu pencarian konten
Baru

Confidential and Proprietary

Source: Google internal tools and Google Trends, based on 2016 data in Indonesia
 Libur
Natal-Tahun Tren kategori pencarian
Baru
Pencarian Untuk BAHAN MEMBUAT KUE

Lonjakan Pencarian:
15 Nov -6 Dec

Sep Sep
‘15 ‘16

Pencarian Untuk HADIAH

Lonjakan Pencarian:
29 Nov -20 Dec

Sep Sep
‘15 ‘16

Confidential and Proprietary

 Libur
Natal-Tahun User utama dalam momen ini
Baru

PECINTA RUMAH PECINTA KEGIATAN SPESIALIS GAYA

& MAKANAN EKSTRIM HIDUP
Orang Indonesia yang
tertarik dengan Hari Ibu Fokus dengan 1.7x Pecinta kegiatan 1.7x Ahli kesehatan & 1.7x
kemungkinan adalah... keluarga outdoor kebugaran

Peminat hobi 1.4x Gamers 1.4x Penggemar 1.2x

masak fotografi
Sport fans 1.3x

Confidential and Proprietary

Apa momen yang relevan dengan situs saya?
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Tahun Baru
1 Januari

Valentine
14 Februari

Ramadan
26 Mei - 24 Juni
Idul Adha
1 September

Hari Ibu
22 Desember

Musim Liburan
25 Desember+
Menangkap
Pageviews
 Tren pencarian di search engine terus bertumbuh di masa
Ramadan
83%
searches are

28%
from mobile

YoY

menyambut ramadan

Google Search Volume on Ramadan-related terms

Ramadan related queries on Google Search and YouTube

Source: Google Internal Data, Indonesia 2014-2016

Confidential + Proprietary 25
 Search volume

2x
Lebih tinggi di bulan
Ramadan dibandingkan
bulan lainnya

Ramadan related queries comparison during Ramadan vs regular month

Source: Google Internal Data and Google Trends, based on 2016 data in Indonesia Confidential + Proprietary 26
Bulan Ramadan memberikan lebih banyak waktu
untuk pengguna di online
● Kegiatan selama Bulan Puasa berkurang dengan berkurangnya jam kerja dan jam sekolah.

● Dengan berkurangnya jam beraktivitas ( kerja dan sekolah), orang - orang mencari aktivitas
untuk mengisi waktu setelah Sahur dan ketika menunggu waktu Berbuka puasa, seperti
berjalan-jalan, berkumpul dengan teman, menonton video di TV ataupun YouTube dsb.

● Penggunaan internet meningkat selama bulan puasa.Pada saat Sahur, penelusuran untuk
e-commerce terjadi peningkatan sebanyak 152% kecuali fesyen.

● Pada siang hari, penelusuran meningkat sebanyak 12%. Peningkatan ini menandakan
ketika berpuasa, orang-orang berpaling ke kegiatan penelusuran online ataupun belanja
online untuk mengisi waktu senggang di jam makan siang.
Checklist: Apakah situs sudah
mobile optimized?
83%
1. Situs? searches are
from mobile
● Layout
● Page speed
● Check:
Testmysite.thinkwithgoogle.com

menyambut ramadan
Checklist: Apakah situs sudah
mobile optimized?
83%
2. Iklan? searches are
from mobile
● Above the fold (ATF)
● Responsif terkontrol
● Size (300x250/ 336x280/ 320x100)
● Page Level Ads
● Check: Active view viewable

menyambut ramadan
 Minat untuk Ramadan dimulai satu bulan lebih awal
INTEREST IN RAMADAN (INDEXED)

Ramadan 2016

Ramadan related queries on Google Search and YouTube

Source: Google Internal Data and Google Trends, based on 2016 data in Indonesia

Confidential + Proprietary 30
Checklist: Kapan saya harus siap?
Bulan Mei?

Hari 1
Ramadan
26 Mei
Checklist: Kapan saya harus siap?
Bulan April?

Hari ini
Hari -30
Ramadan
26 April
Strategi Konten:
Bagaimana perilaku
masyarakat Indonesia
dalam periode
Ramadan?

Confidential + Proprietary 33
 +63%
Saya ingin menjadi orang yang lebih baik YoY

Ramadan & Puasa Keagamaan & Doa Melakukan amal

3% YoY 75% YoY 13% YoY

10x 2.0x 5.0x

Jadwal puasa, Kultum, doa, Zakat, infaq &

larangan puasa cerita nabi shodaqoh
Source: Google Internal Data and Google Trends, Indonesia 2015-2016

Confidential + Proprietary 34
Masyarakat Indonesia bersungguh-sungguh mencari cara
untuk melakukan amal di bulan Ramadan

What Why How How much Where

pengertian zakat rahasia sedekah yang berhak menerima calculator zakat lembaga zakat
perbedaan zakat dan ayat tentang keajaiban sedekah infaq penghasilan badan zakat
sedekah sedekah sedekah yang benar sedekah penghasilan zakat online
perbedaan infaq dan hadits tentang sedekah kepada siapa kita harus berapa persen sedekah dari baznas
shodaqoh manfaat mukjizat bersedekah penghasilan infaq dakwah center
sedekah yang paling utama hikmah sedekah sedekah kepada orang tua sedekah 2 5 program sedekah online
macam macam sedekah keutamaan sedekah cara berdekah setiap hari
sedekah dalam islam

Source: Google Internal Data, Indonesia 2016

Confidential + Proprietary 35
I want to look good, +31% +21% stay fit & fresh..
YoY YoY
feel good

Makeup hijab 1.7x Puasa sehat 5.0x

Menghilangkan 1.2x Bau mulut 2.0x

jerawat

Gaya rambut 1.6x Olahraga saat puasa 1.4x

Menurunkan berat Puasa bagi Ibu hamil/

badan saat puasa 5.0x menyusui 8.0x

Search volumes surrounding Ramadan vs average monthly volumes in 2016

Source: Google Internal Data and Google Trends, Indonesia 2016
36
 Waktu makan menjadi momen spesial +23%
YoY
Ramandan untuk berbagi

16X 12X 1.4X 2.5X

Ramadan only moments Fasting menu Main dish recipes Cookies & cake
Sahur on the road Menu sahur Resep opor ayam Resep kue kering
Pasar Ramadan Menu buka puasa Nasi goreng Resep kue nastar
Ngabuburit Takjil buka puasa Cara bikin soto ayam Resep kastengel
Bukber bareng Minuman segar untuk Bahan bumbu rendang Red velvet
Source: Google Internal Data and Google Trends, Indonesia 2015-2016
buka puasa
Confidential + Proprietary 37
 Resep yang paling banyak dicari di bulan Ramadan
Top recipes consistently searched Top recipes searched by region
across regions:

soto ayam es buah

kue kering
opor ayam
Source: Google Internal data, Indonesia 2016

Confidential + Proprietary 38
 Proprietary + Confidential

Lebih banyak waktu luang digunakan untuk

mengkonsumsi entertainment
 Topik apa yang banyak ditelusuri?

Makanan Ritual Ibadah

Kecantikan & mode Kesehatan

Belanja Travel

Seluler & Elektronik Entertainmen

Topik apa yang banyak ditelusuri?
Wisata halal, penerbangan, kereta api, tiket mudik, liburan Wisata
Restoran, katering, jasa delivery makanan, buffet, hotel, toko kelontong, Makanan
tempat makan, kafe, makanan halal, minuman

Solusi penurunan berat badan, pelangsingan badan, kesehatan & Kecantikan &
kecantikan, salon, kosmetik, peralatan olahraga, baju olahraga Kesehatan

Fesyen, belanjan online, busana muslim, sepatu, aksesoris

Retail &
Ecommerce

Perabotan, lampu, alat elektronik, peralatan rumah tangga,

Perabotan &
alat-alat dapur Elektronik
Orang-orang mencari hiburan untuk mengisi waktu Ngabuburit

Penelusuran untuk ide Ngabuburit

PLAYLIST!

GAME!
Online prime time during Ramadan on Youtube
17
10-11
ngabuburit
19-20

aneka resep menu sahur 12-14

19-20
10-14
3

menu buka puasa

18-19 18-20
10-14
10-13
hijab
kue kering

17-20
11-14 18-20
aneka es
gaya rambut

Source: Google Internal Data (YouTube), Indonesia 2016 Confidential + Proprietary 43

Online prime time during Ramadan on Youtube
18-20
17-18

Quran ceramah
2-3

17-18 kultum
donation 18-19
doa harian
8-10 13

18-20

18-20

11-14
19-20
mencegah bau mulut
lagu religi

Source: Google Internal Data (YouTube), Indonesia 2016 Confidential + Proprietary 44

Masyarakat mencari data plan internet untuk menyokong kebutuhan Proprietary + Confidential

entertainment selama bulan Ramadan. Data Usage Phone & SMS Usage

Telkomsel

+25%

+15%

XL Axiata

+40%

+15%

Indosat Oordeoo

+80%

+12%

Source : Various Media News Coverage for Ramadhan 2016

Pencarian data internet bertumbuh sekitar 30% dan mulai naik sekitar 2
minggu sebelum Ramadan.
1 week
2 weeks before Eid al Fitr
before Ramadan

Generic Internet

1 week
after Eid al Fitr
Internet Deals

1 week
Internet Unlimited of Ramadan

May 16 Jun 16 Jul 16

Samples of Keyword related to Telco

Cara internetan gratis Paket simpati murah Daftar paket internet simpati XL unlimited Telkomsel siaga

Paket internet murah

Paket murah simpati loop Cara mengaktifkan paket flash Internet unlimited Freedom Combo
Telkomsel 46
Source : Google Internal Data, 2016
 Proprietary + Confidential

Pembelian sebagai bagian dari perayaan

 Proprietary + Confidential

THR, berita yang ‘paling’ diantisipasi di bulan Ramadan

THR Week 5 July, 2016

Samples of Keyword related to THR

THR 2016 PPH 21 THR Perhitungan THR Meme THR

THR PNS Gaji THR Peraturan THR Gambar Lucu THR

May 16 Jun 16 Jul 16

Membeli produk baru menjadi 1.8X Mobile phone
bagian dari perayaan promo

2.8X Baju baru

2X Peralatan
rumah
Confidential + Proprietary 49
 Pencarian diskon naik di periode
Ramadan

“Sale”

“Diskon”

Ramadan 2016

Source: Google Trends, 2016

Confidential + Proprietary 50
 4.3X 3.3X 2.8X 1.6X

Male muslim wear uplift Kids muslim wear uplift Baju baru uplift Female muslim wear
baju koko baju koko anak model baju terbaru uplift
baju koko modern baju muslim anak baju baru gamis terbaru 2016
baju koko 2016 baju muslim anak model baju lebaran 2016 model gamis terbaru
jubah terbaru perempuan baju gamis
trend baju lebaran 2016
gamis anak model kaftan modern

Source: Google Internal Data, based on 2016 data in Indonesia Confidential + Proprietary 51
 1.3X 1.7X 1.1X

Bags / luggage Religious accessories Hair accessories

Tas wanita fashion hijab baju koko anak
Model tas terbaru model hijab terbaru baju muslim anak
Harga koper hijab modern baju muslim anak
tasbih cantik perempuan
Backpack
harga tasbih digital gamis anak

Source: Google Internal Data, based on 2016 data in Indonesia Confidential + Proprietary 52
 1.6X 1.7X 1.25X 1.5X

Watches Rings General jewelry Jewelry store

jam tangan harga cincin frank & co kalung emas toko emas
jam tangan wanita cincin swarovski gelang emas toko emas online
jam tangan alexandre orori cincin gelang toko perhiasan
model cincin chanel kalung emas putih toko emas jakarta
christie
perhiasan emas toko perak
jam tangan pria
Source: Google Internal Data, based on 2016 data in Indonesia Confidential + Proprietary 53
New home appliance to prepare for welcoming guests
during the festivities

2X 1.6X 1.45X 1.4X

Branded home appliances Air cooler / conditioner Refrigerator Stove / cookers

kulkas sharp pendingin ruangan harga kulkas kompor listrik
mesin cuci samsung sederhana harga kulkas 2 pintu harga oven listrik
harga mesin cuci sharp ac hemat energi freezer kompor gas
mesin cuci sharp kulkas oven listrik
air cooler hemat listrik
harga blender philips refrigerator harga kompor gas
air cooler terbaik 2016
Source: Google Internal Data, based on 2016 data in Indonesia Confidential + Proprietary 54
Pencarian Smartphone bertumbuh tinggi di minggu THR,
dan keyword harga & promosi bertumbuh 40%.
THR Week
Ramadan Period
1 week
1.40X after Eid Al Fitr

1.27X
Generic Smartphone

1.00X

Smartphone Price 2 weeks

& Promotion before Ramadan

May 16 Jun 16 Jul 16

Source : Google Internal Data, 2016

Confidential + Proprietary 55
Smartphone Insight

1.3X 1.6X 1.8X 0.85

Overall Smartphone Is the highest uplift Uplift for Promo keyword Mobile Contribution
Samsung J5 seen in smartphone brand, Promo Samsung Galaxy vs. desktab searches
Harga Hp Samsung Xiaomi, during Ramadan Hp Murah during Ramadan period
Xiaomi Hp Samsung Murah (mobile gain 3% more contribution during
Oppo F1
2016 Android Murah Ramadan vs. non Ramadan month)
Harga Hp Oppo termurah

Source : Google Internal Data, 2016 Confidential + Proprietary 56

Distribusi pencarian smartphone bedasarkan tier

Low Tier Smartphone Mid Tier Smartphone High Tier Smartphone

1.4X Promo Samsung S7

searches grow by 1.7X
Promo Samsung Galaxy
Promo Samsung S7
Promo Samsung S7 Edge
1.35X

Samsung J5 Oppo F1 iPhone 6

Samsung J2 Harga Oppo F1 iPhone 7
Oppo Neo 7 Oppo F1 Plus Samsung S7
Samsung J7 Samsung A5 Harga iPhone 6 1.25X
Harga Samsung J5 Samsung A3 Harga Samsung S7
Samsung J1 Samsung A7 Samsung Galaxy S7
Samsung J3 Harga Samsung A5 Samsung S6
Oppo Neo 5 Samsung A3 2016 Samsung S7 Edge
Asus Zenfone 2 Lenovo A7000 Plus Harga iPhone 6S

< IDR 3.5 Mio IDR 3.5 Mio - 7 Mio > IDR 7 Mio

Source : Google Internal Data, 2016 Confidential + Proprietary 57

 Apply CC
Finance Insight for Ramadan 1.15X
Reach highest peak in April
& May 2016 and slowing

Masyarakat juga mencari deal credit card down during Ramadan

Cicilanmensupport kebutuhan Ramadan

yang
Ramadan Period

CC Deals
Credit card deals &
1.20X promotion are peaking in
3rd week of Ramadan (THR
month) by 20%

Apr 16 May 16 Jun 16 Jul 16

Peaking in June 2017 by
55%
Source : Google Internal Data, 2016
Apply Peaking in April Cicilan Keyword
Cicilan 0% keyword are
2017 by 15% 1.55X peaking up by 55% in the
3rd week of Ramadan

Confidential + Proprietary 58
Mudik/ jalan-jalan

Confidential + Proprietary 59
Masyarakat mudik untuk merayakan kemenangan dengan
keluarga besar...

3X 2X 2X

Bus & mudik terms Train - destination & brand Domestic flight
stasiun gambir
bus jakarta bandung tiket pesawat semarang jakarta
terminal bus surabaya jadwal kereta api medan tiket pesawat jogja jakarta
info mudik brebes jadwal kereta api bandung tiket pesawat jakarta jogja
bus jakarta jogja jadwal kereta solo jogja tiket pesawat padang jakarta
arus mudik brebes stasiun gubeng flights from jakarta to semarang
airport
Source: Google Internal Data, based on 2016 data in Indonesia Confidential + Proprietary 60
… ATAU mengundang keluarga besar untuk liburan yang
tidak terlupakan

2.3X 2.6X

Domestic accommodations International flight

hotel di bandung flights from jakarta to sydney
pesona alam resort flights from jakarta to singapore
padma hotel bandung flights from jakarta to tokyo
hotel di cirebon flights from jakarta to seoul
hotel di bali flights from jakarta to hong kong

Source: Google Internal Data, based on 2016 data in Indonesia Confidential + Proprietary 61
Masyarakat merencanakan tiket kereta 3 bulan sebelumnya.
Untuk bus dan penerbangan domestik, 2 bulan sebelumnya.

Train ticket surges when KAI announces Lebaran ticket sales

1st KAI ticket sales 2nd KAI ticket sales

announcement announcement
Lebaran Arus Balik
+2.3 x
+2.1 x
Train
Bus

Flight

Source: Google Internal Data, based on 2016 data in Indonesia Confidential + Proprietary
 Aug
Masyarakat planning pembelian mobil baru atau
servis mobil untuk mudik, jauh sebelum Idul Fitri Search interest
maintained high
due to GIIAS

July

June Search interest

highest peak for
Car Sale, and Car
Service related
Search for Car keyword
Ownership Credit
started to rise
May

Search interest
start to rise for Car
Sales and Car
Service related Source : Google Internal Data, 2016
keyword
Confidential + Proprietary 63
 1.25X 1.26X 1.45X 1.70X

Mobil Keywords Uplift Kredit Mobil Servis Mobil MPV Keyword Uplift
Keywords Uplift Keyword Uplift Mobil MPV
“Daihatsu has the highest uplift Kredit mobil bekas Bengkel Mobil Mobil MPV Terbaik
Simulasi Kredit Mobil Service Mobil Mobil MPV Murah
+50%, followed by Toyota with
Kredit Mobil MPV Terbaik di Indonesia
+35% uplift, during Ramadan Bengkel Mobil Honda
Mobil MPV Irit BBM
2016” Kredit Mobil Murah Service Radiator
Over kredit mobil Poles Body Mobil
Source : Google Internal Data, 2016 Confidential + Proprietary 64
 Minggu-minggu terpenting berdasarkan topik
Ramadan

-W4 -W3 -W2 -W1 W1 W2 W3 W4 W5 W6

Food & Beverages

About Ramadan, jadwal imsakiyah, prayer times

Bukber, ngabuburit, puasa sehat

Oral care

Beauty

Hijab

Fashion & Apparel

Donation

Eid Festive

Mudik

Music & Entertainment

Source: Google Internal Data (Search), Indonesia 2016

Confidential + Proprietary 65
Checklist: Matched Content?
Contoh: Oketekno.com

Confidential + Proprietary
Best Practice
IMPLEMENTATION BEST PLACEMENTS

● Gunakan ukuran responsive

● Letakkan di akhir artikel
● Check the Active View lalu
optimasi
Active view yang rendah bearti
majoritas pembaca tidak melihat
matched content anda.

Di akhir artikel

Confidential + Proprietary
Menangkap Bidding Advertiser
Strategi investasi media-buy di bulan Ramadan
Sebelum Ramadan Ramadan Setelah Ramadan

Remarketing Ads
Strategi Remarketing advertiser

Pengunjung Pengunjung Peninggal Peninggal Pernah

Homepage Kategori Cart Pembayaran Membeli
Checklist: Siapa audience konten kamu?
 Proprietary + Confidential

Bagaimana Advertiser membidik sebuah inventori?

Programmatic
Open Auction
Direct

● Pembeli secara aktif ● AdWords membeli

membidik iklan ATF/ berdasarkan vCPM &
inventori dengan viewability CPC.
maksimal
● Pembeli DBM buyers
● Dalam campaign menargetkan dan
programmatic berskala, mengoptimasikan
pembeli memilih impressi pembelian berdasarkan
iklan berdasarkan kriteria viewability
viewability
 Proprietary + Confidential

Targeting DBM - Active View

 Proprietary + Confidential

Optimasi DBM - Active View

 Proprietary + Confidential

Pembelian AdWords melalui vCPM bertumbuh cepat

Bidding vCPM berumbuh

+80% antara Jan-Jun2016

Revenue rata-rata dari

vCPM bidding naik 3x lipat
antara Jan dan Maret 2016
(demand naik, CPM naik).

Source: AdWords internal dash

 Proprietary + Confidential

Rata-rata viewability publisher dibawah 50%

IAB menyarankan publisher

untuk mencapai 70%
viewability

58%
Impresi iklan tidak terlihat

Viewability > 70% akan menciptakan keunggulan pasar

Source: AdWords internal dash

 Proprietary + Confidential

Dampak dalam performa CTR

High-end
Desktop
mobile devices

4x
16.7x

2.2x 2.2x
 Proprietary + Confidential

Relasi Viewability dengan eCPM

Viewability best practices

Confidential + Proprietary Confidential + Proprietary

Ads best practices

Confidential + Proprietary
1. Gunakan Ad unit unik untuk penempatan dan ukuran
yang berbeda

Confidential + Proprietary
2. Recommended: gunakan iklan dekat “The Fold”.
x

ad
320x100
ad Above the
---------------------
fold (ATF)
---------------------

The ad ---------------------
---------------------
fold ---------------------
---------------------
--------------------- ad Below the
ad
fold
300x250 (BTF)
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2. Recommended: gunakan iklan dekat “The Fold”.

… terutama untuk iklan

horizontal di desktop.

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Case Study - News site
RPM Index Viewable
CTR Rate

168 0.25% 49%

Top banner

153 0.37% 68%

1rec
---------------------
Premium ---------------------
267 0.79% 81%
rec ---------------------
The ---------------------
fold ---------------------
---------------------
---------------------
100 0.19% 28%
2rec

025 0.05% 3%
Bottom
-------------------footer-----------------------
※RPM is relative to the 2nd rectangle　

Data source: Google Internal data (Ad Exchange) Confidential + Proprietary

3. Recommended: Taruh iklan di daerah yang paling
menarik untuk user

Case Study - Video/Gaming/Quiz Best Practice

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4. Gunakan iklan responsif terkontrol
Use the best ad sizes for every screen
<style>
.example_responsive_1 { width: 320px; height: 100px; }
@media(min-width: 500px) { .example_responsive_1 { width: 468px; height: 60px; } }
@media(min-width: 800px) { .example_responsive_1 { width: 728px; height: 90px; } }
</style>
<script async
src="//pagead2.googlesyndication.com/pagead/js/adsbygoogle.js"></script>
<!-- example_responsive_1 -->
<ins class="adsbygoogle example_responsive_1"
style="display:inline-block"
data-ad-client="ca-pub-XXXXXXX11XXX9"
data-ad-slot="8XXXXX1"></ins>
<script>
(adsbygoogle = window.adsbygoogle || []).push({});
</script>

https://support.google.com/adsense/answer/6307124?hl=en

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5. Desktop: Konsider penggunaan iklan vertikal
Iklan vertikal biasanya memiliki
probabilitas viewability yang baik karena
mereka tinggal di layar user lebih lama.

Contoh: 300x600 & 160x600

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5. Desktop: Sticky Ads
Sticky Ads adalah iklan yang menempel secara vertikal ketika user melakukan scrolling konten di
desktop.

Ini adalah implementasi yang dilakukan oleh publisher, bukan produk Google (contoh: gunakan JS
untuk membuat posisi div yang fixed).

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 Ketentuan Sticky ads

● Format iklan yang diperbolehkan: format dengan lebar (width) 300px atau lebih kecil.

● Sticky ads tidak boleh overlap atau underlap dengan konten lainnya, dan tidak boleh terlalu
dekat dengan konten, navigasi situs (termaksud scrollbars) atau iklan lainnya. Hal ini berlaku
termaksud untuk design responsif. Ketentuan lain dan cara implementasinya saya attach di
email ini.

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5. Desktop: Sticky Ads

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 Untuk mendapatkan Sticky ads:

1. Get Whitelisted!
2. Login to your AdSense account
3. Visit the My ads tab
4. From the sidebar, choose Ad Units
5. Click "New ad unit"
6. Name the ad unit. E.g. sticky ad
7. Choose the Ad size
8. Click Save and get code
9. Click on My ads tab
10. You will see the Ad Unit ID in the Content > Ad Units page

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HTML:
<div id="stickyunit">
<script async
src="//pagead2.googlesyndication.com/pagead/js/adsbygoogle.js"></script>
<!-- example-ad-unit -->
<ins class="adsbygoogle"
style="display:inline-block;width:160px;height:600px"
data-ad-client="ca-pub-XXXXXXXXXXXXXXXXX"
data-ad-slot="sticky_ad_ad_unit_id_here"></ins>
<script>
(adsbygoogle = window.adsbygoogle || []).push({});
</script>
</div>

CSS:
#stickyunit {
position: fixed;
}

Note: ca-pub-XXXXXXXXXXXXXXXXX would be your AdSense publisher id.

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8. mWeb: Coba 300x250/ 336x280
Note:
AdX/AdSense policy does not
320x100 allow for a 300x250 or larger
320x100
unit to be visible above the fold.

Above the Tips:

fold (ATF) If you’re currently using 300x50
as a “leaderboard”, try 320x100.
Peak ATF
The
300x250/
fold
336x280

Below the
fold (BTF) 300x250/
336x280 300x250

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9. Always do an A/B Test

● Note: Sometimes, high viewability sizes

won’t have the highest CPM’s on
average. Demand and CPC play a large
factor.

● Should I prioritize my mobile vs.

desktop set ups?

● Would the recommendation fits my

market/ site vertical?

Always do an A/B Test!

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Speed best practices

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“Apa yang paling tidak disukai saat browsing
melalui smartphone?”
Encountering
unplayable videos 14%
Getting redirected to
the homepage 13%
Waiting for slow
pages to load 46%
Being shown
interstitials 16%
Other – Let us know in
the comments 11%
In this survey and others, speed is the #1 feature, not additional product enhancements

Source: Google Webmaster Central Blog: “#MobileMadness: a campaign to help you go mobile-friendly” (posted: Monday, April 27, 2015) Confidential + Proprietary
mWeb Viewability extremely responsive to page speed
● 1 second improvement in
page speed = ~1-2%
viewability increase

● Faster Pages Decrease User

Bounce Rate

● Faster Pages Increase User

Engagement
(Pageviews/Visit, Session
Length)

Improve page speed for better ad performance & better UX.

Source: Google DFP Active View data, webpastetest.org (global) Confidential + Proprietary
1. Measure & optimize page speed with PSI Tool
PageSpeed Insights:
https://developers.google.com/spe
ed/pagespeed/insights/

It can analyze the content of a web page, then

generate suggestions to reduce latency and
make the page load faster. When pages load
faster, ads load faster and viewability rates go
up.

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2. Consider lazy loading
This is a content retrieval method that only loads
content and ads that are in view, or that are about
to be viewed.

When correctly implemented, it increases

viewability rates by decreasing the impressions
that are served out of view.

Tips: Implementing infinite scroll with lazy

loading will allow you effectively to monetize long
pages and engage users with additional ads/
without slowing down initial page load.

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3. Consider asynchronous loading
...with the Google Publisher Tags
(GPT) API and Google AdSense
Tags.
They can be used to begin loading ads at the
same time as all other assets on the page.
This loads the ads faster and viewability rates
go up.

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4. Consider AMP

www.ampproject.org

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Qn: How to improve ad viewability in AMP?
Use Amp-ad loading strategies
:
11 <body>
12 <amp-ad
13 width="300"
14 height="250"
15 layout="fixed"
16 type="doubleclick"
17 data-slot="/35096353/amptesting/native"
18 data-loading-strategy="prefer-viewability-over-views">
19 </amp-ad>
20 </body>
:
:
:
:
Additional Resources on Viewability
● IAB Guidelines
● Comscore Viewability Resources
● AdSense Helpcenter
● Think With Google
● Viewability Demo

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Qn: How much ads can I have on my site?

https://support.google.com/adsense/answer/1346295?hl=en#Ad_limit_per_page

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Qn: What affects my revenue trend?

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Qn: How to get help?

AdSense Help Center: https://support.google.com/adsense/

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Qn: How to get help?

AdSense Support team:
https://support.google.com/adsense/contact/publisher_support