Meta Ads Marketing: Taktik Nge-ads

Produk yang Minim Boncos

Jenzo Andika
VP Digital Marketing Operation of
Boleh Dicoba Digital
01 Why Meta Ads is Important to Our Business

02
Introduce Meta Ads to Your Business: Tips & Trick
Ningkatin Penjualan via Meta

03 Meta Ads: Collaborative Ads Tips & Trick

Common Problem and Troubleshoot on

04
Meta Ads
05 Case Study

Copyright © 2022 BolehBelajar

 Jenzo Andika
VP Digital Marketing Operation
at Boleh Dicoba Digital

Experienced in managed SMB to Big

Corporation’s digital marketing strategy,
specialized in digital advertising.
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 Search Engine
Digital Advertising Creative Content
Optimization (SEO)

Website Digital Marketing Growth-Hack

Development Training Consultation
 Why Meta Ads is Important to
Our Business

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Copyright © 2022 BolehBelajar
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Copyright © 2022 BolehBelajar
An effective way to reach
valuable customers that help
grow your business.

Facebook as Social Media:

➔ Building Community
➔ Increasing conversion
➔ Most Affordable Ads For Small
Business

Copyright © 2022 BolehBelajar

Highly Visual Network. From
Static Image to Video Based
Platform
Instagram as Social Media:

➔ Build and engaged with valuable

audience
➔ Drive traffic to your website with shop
tag
➔ Treat Instagram as your other
customer service
Copyright © 2022 BolehBelajar
 Indones
India
India ia 180
175,3
Juta
Amerika Serikat
Indonesia 170

Brazil
Filipina 110

Indonesia
Vietnam 93

Rusia
Thailand 61

Turki
Jepang 50

Jepang
Pakistan 48

Meksiko
Bangladesh 37

Britania Raya
Malaysia 29

Jerman
Korea Selatan 27

Facebook Users on March 2021 Instagram Users on July 2021

Copyright © 2022 BolehBelajar

Sumber : Katadata.id
 Meta Ads Bikin
Boncos ?
In my experience

● A/B testing dengan biaya paling murah di Rp.

20.000
● Sangat baik dalam mendatangkan konversi
(terkhusus CPAS)
● Boncos dapat di hindari dengan melakukan testing
yang terukur
Copyright © 2022 BolehBelajar
Sumber : Katadata.id ● Mindset business yang belum matang
 Introduce Meta Ads to Your
Business

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 Page 28

Let’s start our journey with

The Type of Meta Advertising

#ProTips: Use different tools for different objectives

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 Page 28

BOOST ADS
POST VS MANAGER

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 1. Instagram or Facebook Boost Post

The simplest way to advertise

on Facebook or Instagram

✅ Easy to set up.

✅ Increasing engagement.
✅ Unique CTA: Visit Instagram Profile
✅ Limited Budget

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 #1 Boost Post Tips: Only boost your content that has a high
performing posts.

How to gather the data:

1. Go to Instagram Profile >

Insight > Post
2. See the best performance
based on:
a. Reach
b. Impression
c. Engagement

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 Page 32

#2 Boost Post Tips: Maximize your Instagram/Facebook Activation

(Give Away, Free Event, etc)

Result:

Already Boosted
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 2. Ads Manager

Get more options for Business

Objectives.

✅ Many options for creative ad display

✅ Many budgeting & scheduling options
✅ Optimizing data driven marketing
✅ Lot of metrics to consider

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 Type of Ads Manager

Regular Ads Collaborative Ads

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 Regular vs CPAS Account

Regular Account CPAS Account

+ Run all objectives + No need to set pixel

+ Flexibility usage + Tracking acquisition on
+ Control all tracking assets marketplace

- Need to arrange pixel ownself - Only has 4 objectives to run

- Can’t track acquisition on - Can’t control about tracking
marketplace asset

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 Meta Ads Campaign With ODAX

Business ● Generate interest, build awareness

Objective: ● Telling people what makes your business
valuable
Brand ● Best for : New business, big brands,
product that can easily found in offline

Awarenes store/minimarket, local targeting.

s
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 Meta Ads Campaign With ODAX

Business ● Generate interest, build awareness

Objective: ● Telling people what makes your business
valuable
Brand ● Best for : New business, big brands,
product that can easily found in offline

Awarenes store/minimarket, local targeting.

s
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 Business ● Generate interest, build awareness
With ODAX, you also
Objective:
get more
● Telling people what makes your business
valuable
Brand
optimization option ● Best for : New business, big brands,
product that can easily found in offline

Awarenes store/minimarket, local targeting.

s
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 Hal Yang Harus Kita Pahami Sebelum
Menjalankan Meta ads

1 2 3
Struktur Penentuan
Tracker / Pixel
Campaign Budget

4 5
Targeting Creative Asset

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 1) Struktur Campaign Campaign
● Objective
● Buying Type
Campaign ● Campaign Budget Optimization (CBO)

Adset
● Budget & Schedule
● Audience
● Placements
Ad set Ad set
● Bid Strategy
● Optimization & Delivery

Ads
● Identity (FB,IG)
Ad Ad Ad Ad
● Creative,Ad Copy, Headline
● URL, UTM & Tracking
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 Campaign Structure Best Practice

At
At least
least 13 Campaign
campaigns

At least 2 Adset / Campaign (5 Max)

At least 3 Active Ads / Adset (5 Max)

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 Page 05

Campaign Naming Best Practice

Campaign:

Objective_Optimization_CampaignName_Period

Ad Set:

AudInterest_Placement

Ad:

ContentName_Placement_Period

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 Don’t forget!
To set the UTM
Why?

● It will track the conversion

better with analytics/crm tools
(such as google
analytics/hubspot).

● It will help you to know what

channel/campaign/platform
https://www.websitename.id/?utm_source=facebook&utm_medium=pai
that bring you most value so dsocial&utm_campaign={{campaign.name}}&utm_content={{ad.name}}
you can scale it up.

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 Proper UTM will show in analytical tools source / medium
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 How was the Meta
campaign plan?

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 Budget Allocation

New 12-20%
Companies of Gross Revenue

Established 6-12%
Companies of Gross Revenue

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 Plan your Objectives Budget, Estimated KPI, Landing page

Funnel Objectives Est Results* Period Amount Spend Landing Page

Brand 20.000 Ad
Awareness Feb 1st - 28th 2021 IDR 1.000.000 Instagram
Awareness Recall

Website:
Landing Page
Traffic 2.000 LPV Feb 1st - 28th 2021 IDR 3.000.000 Product Detail
Views (LPV)
Collection Page

Website:
Feb 1st - 28th 2021
Purchases 60 Purchases IDR 2.500.000 Product Detail
(Regular)
Collection Page
Sales
Website:
Feb 1st - 7th 2021
Purchases 40 Purchases IDR 1.500.000 Product Detail
(Tactical)
Collection Page

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 Budgeting - New Business
Full Funnel Strategy

Objectives Phase 1 Phase 2 Phase 3 Phase 4

Awareness 40% 30% 20% 10%

Traffic 40% 30% 20% 20%

Leads / Sales 20% 40% 60% 70%

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 Campaign Optimization

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 How to optimize your campaign?
● Make sure you have clear goals (it will become your objective)
● Always A/B Test your ideas! Everything is a learning!
● Change the bid & budget.
● Start with small budget!
● Have testing phase, test multiple targeting, double down the budget for the best
performing adset/campaign.
● Use inspect tool to understand and optimize the performance of active ad sets

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 How to optimize your campaign?
● Target the right audience! Use funnel, segment & personalization. Try retargeting! (if
you have enough audience, min 1.000)
● Do not be afraid to use broad audience.
● Do not set audience too narrow.
● Set up LAL audience with best quality Custom Audience (Hot Audience), with min
1000 audiences.
● Do not forget to use exclusion in order to prevent audience overlap.

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 How to optimize your campaign?

● Choose right placement.

● Change details like headline, design, ad copy, CTA would help
● Fight the ad fatigue with ad rotation.
● Do not afraid to turn off (campaign/adset/ads) if they shown worst performance.
You can decide after minimum 2 days campaign run.
● Do not change anything that reset learning phase (too often!)

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 Naming is recommended, give
efficiency when you have a lot
of campaign

Make sure buying type and

objective are align with
campaign naming

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 Page 27

You can toggle

this “View
Setup” Button
an look into
Custom
Audience and
Location in
simple time

Don’t forget naming

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 Page 28

a. Make sure the optimization is correct,

a based from your goals
b. You can schedule to start or end your
a
campaign, and you can set ad set
spend limit while using CBO
c. In targeting, you can narrow your
audience to get specific persona of
c your audience
d. If you use manual placement, you can
choose mobile device and operating
system

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 a b c

a. You can customize your content for specific placement in one ads
b. Please insert headline, description to maximize your content
c. You can select languages if you targeting to another country, and don’t
forget insert UTM

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 Use rule to automatically increase
or decrease budget, turn off or turn
on campaign based from several
conditions

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 Meta Collaborative Ads (CPAS)

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 Facebook CPAS most famous on :

For more details :

https://business.facebook.com/collaborative_ads/retailer_directory

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 Remarketing with source Brand Traffic
What can
●
● API-based tracker
● Catalog by marketplace product SKU
CPAS do? ● Drive traffic and conversion campaign with
accountable data

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 Terms & Conditions to get CPAS access from Marketplace:

1. Shopee: No need achieve specific tier or seller level, just talk with customer
support
(https://help.shopee.co.id/portal/webform/888adc066bf3426a8c70227470281818
) and ask for access to CPAS. Or you can talk with your Shopee RM.
2. Tokopedia: Need to become Official Store or Power Pro Merchant, unlock the
feature via seller center. No need talk with your AM.
3. Lazada, Blibli, Bukalapak, Zalora, etc: Must talk with your AM
4. One CPAS, must connected to one dedicated ad account. Cannot combine with
other web account or cpas account

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 3 Campaign Objectives :

1. Awareness
2. Traffic
3. Sales

Sumber : Meta

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 Catalogue will Update
Automatically and
integrated with
Marketplace Product

Sumber : Meta

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 CPAS Metrics
Regular Ads CPAS Ads

● Content View ● Content View with shared items

● Cost per Content View ● Cost per Content View with shared
● Add to cart items
● Cost per Add to cart ● Add to cart with shared items
● Add to cart value ● Cost per Add to cart with shared items
● Purchase ● Add to cart value with shared items
● Cost per Purchase ● Purchase with shared items
● Purchase Value ● Cost per Purchase with shared items
● ROAS ● Purchase Value with shared items
● ROAS with shared items

Sumber : Meta
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 Main Metrics for Facebook
Collaborative
Sumber : Meta

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 1 Best Practice:
● Use Sales Objective upon
Best Practice:
sufficiency/efficiency of
CPAS Campaign Catalog Sales
Objectives ● Promote Catalogue Sales
for Retargeting or
● Use traffic or view content
optimization for mid funnel
objective

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 New visitor Vs Remarketing using Catalog Sales

Remarketing using Catalog

Sales

New visitors using Catalog Sales

Seller Condition:
1. Shopee Mall
2. Constant on the daily traffic.
3. Product market fit
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 Best Practice:
● Do not micro=segment
Best Practice: catalog (>100 SKUs in
Product product sets and >1000
SKUs in catalog)
Set ● Older product sets retain
learnings and are foung to
exit learning phase faster)

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 Product Set
2 Do not micro-segment catalog (>20 SKUs in product sets and >50 SKUs in catalog).
LATEST guidance: Older product sets retain learnings and are found to exit learning phase faster.

Large product sets and broad targeting result in more conversions, as there is flexibility to match the right product to the
right person.

When there are more people and product

options for matching there is a high correlation
with learning + conversions happening faster
and campaigns optimizing sooner.

Consolidate product sets as far as possible and

only split them consideration cycle or margins.

Source: Auction drivers research for collaboration ads

- Data Science analysis of all Collaborative Ads
campaigns running from Mar-May 2021

Source : Meta
 PRO TIP 1:
Product Set Leverage older product sets, especially
for shorter flash sales that are
2 Do not micro-segment catalog (>10 SKUs in product sets and >50 SKUs in catalog).
challenged to exit learning phase left.
LATEST guidance: Older product sets retain learnings and are found to exit learning
phase faster.
PRO TIP 2:
Campaigns using older products sets leave the learning phase Consider co-branding product sets with
sooner as they have retained more learnings due to increased interactions. brand of a similar target market (e.g
Beauty and Fashion) or related
categories for the same brand (e.g Hair,
Skin, Makeup)

50
%campaigns are likely to be
Of
in learning phase if product
set is under 200 days old.

Efficiency of campaigns ramp

up a faster rate one product
sets are 400 days old.

Source: Auction drivers research for collaborative ads - Data science analysis of all
Collaborative Ads campaigns running from Mar-May 2021

Source : Meta
 Best Practice:
● Split by prospecting &
Best Practice: retargeting
Campaign ● 50-70% prospecting spend
Structure during always-on and 70-
100% prospecting spend
during MSD drives best
result

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 Campaign Structure PRO TIP 1:
3 Split campaigns by prospecting & retargeting. LATEST guidance: 30-70% prospecting
spend during always-on and 70-100% prospecting spend during MSD drives best Do not mix Prospecting and Retargeting
results. in a campaign that has CBO turned on,
as Retargeting Ad Sets will get more
delivery over Prospecting Ad Sets.

Example of Budget allocation during mega sale week 40% of campaigns today are still
mixing of retargeting and prospecting
ad sets under one campaign!*
Teasing Period D-Day

PRO TIP 2:
Prospecting -
Prospecting - 80% 50% For Special Occasion Event, use a high
Prospecting ratio during teasing (e.g.
Retargeting - 80:20) to collect signals, then shift this to
50:50 on D-Day it self to convert via
Retargeting - 20% 50% retargeting.

60 - 75% budget 20 - 40%

budget

*Source: Auction drivers research for collaborative ads -

Data science analysis of all Collaborative Ads campaigns
running from Mar-May 2021
Source : Meta
Source : Meta
Source : Meta
 Case Study

Mega Sales Week (H-7) budget is

IDR 50.000.000

Teasing period will be H-6 D-Day

Budget 70% : IDR 35.000.000 Budget 30% : IDR 15.000.000

PROSPECTING :? PROSPECTING :?
RETARGETING :? RETARGETING :?

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 CASE STUDY
D-DAY
BEFORE D-DAY

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 Targeting
4 Use broad demographic audience for prospecting and viewed/added to cart but not purchased for retargeting.
LATEST guidance: Custom Audiences (Dynamic +Engagement) and their Lookalikes add different levels of value.

For retargeting, plan step-by-step

from highest value Dynamic Custom Lookalikes of Engagement
Audiences to Engagement Custom Custom Audiences If these are used, turn on
CBO so that budget can
Audiences - using Lookalikes at every be automatically
step to achieve scale Engagement Custom Audiences: allocated based on the
People engaged with ads, best performing
people connected to your page, audiences.
etc.

Lookalikes of Dynamic
Custom Audiences
PRO TIP: If budget is too low to
Exclusion audiences and Prospecting efficiently exit learning
Do not exclude purchase events from phase, prioritize these.
prospecting campaigns, because Broad
Ads can discover repeat purchasers and Dynamic Custom
excluding purchase events will shrink the Audiences;
View Content, Add to
potential buyer pool.
Cart, Past Purchasers
Dory over Prospecting Ad S

Source : Meta
 Optimization Event
5 Optimize for lower funnel events: View content, ATC, Purchase.
LATEST guidance: If Purchase is the objective (e.g. non-teasing), Purchase
outperforms all optimization events.
It is more strategic to plan backwards to get to
the optional budget $ amount rather than
1. Plan to optimize for Purchase events in trying to get out learning phase on a lean
Mega Sale for the best CPA. budget:

50 Purchases (Conversion) required to

Median Days to Exit Median CPA (Indexed exit learning phase
Learning Phase to Purchase Events)
Historical CPA: $2 $2 x 50 = $100

Content 1 246
View <20% of investment should be spent in
learning phase
Add to Cart 1 246
200% of investment = $100
4100 of investment = $500

Purchase 6 100
Minimum campaign budget = $500
Auction drivers research across all campaigns shows that although purchase
takes longer to exit learning, it will end up delivering the best sales outcomes.

*Source: Auction drivers research for collaborative ads - Data science analysis of all Collaborative Ads
campaigns running from Mar-May 2021
Source : Meta
 Creative
6 Combining Carousel and Collection will drive the best CPA/most
buyers than either format alone.

CREATIVE TIP

Follow proven Creative Principles

across What, Mobile Optimized Video,
CTA, When and Where

Mix the use of Carousel and Collection

for better creative performance.

Source : Meta
 NEW Collaborative Ads Best Practice Checklist

BEST PRACTICES QUESTION

1 Objective ● Use Catalog Sales as core strategy

● If able to achieve sufficient investment to effectively exit learning, supplement with Conversion or Traffic
Objective at 60:40 ratio which can drive more focused efforts

2 Product Set ● Aim for >20 SKUs per product set and >50 SKUs per catalog. Consolidate product sets and only split by
consideration cycle or margins
● Leverage older product sets to exit learning faster

3 Campaign Structure ● Use a 50:50 split between prospecting: retargeting during always-on
● Use an 80:20 split between prospecting: retargeting during Mega Sale week (except on D-Day, when split
should be 50:50)

4 Targeting ● Use broad demographic targeting for prospecting to get best sales outcomes
● Use a mix of Dynamic Audience (VC/ATC/Purchase), Engagement Based (People engaging with ads, people
connected to page) and LALs for retargeting - with CBO turned on

5 Optimization Event ● Optimize for purchase to achieve the best sales outcomes except during the teasing phase, when VC/ATC
should be used to collect signals for retargeting

6 Creative ● Combine Carousel and Collection

7 Conversion Window ● Default is 7 days click 1 day view but shorter windows can be used

Source : Meta
To ensure a campaign exits learning phase and ramps up quickly, it is
recommended to decrease number of ad sets or increase conversions

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 Minimize significant edits to the campaign in order to prevent learning phase
resets - when unavoidable, batch edits together
CAMPAIGN AD SET ADS
Top significant edits pushing
Budget Targeting Any change Collaborative Ads into LP:
(magnitude 1. Adgroup creation
dependent)
2. Targeting changes
Bid amount Optimization event 3. Bid strategy changes
(magnitude 4. Optimization event changes
dependent) 5. Bid type changes
Placement Adding new creative
PRO TIP:
Bid strategy Bid strategy When edits must be made, try to batch edits together and
make them at the same time so the learning phase is only
Bid amount reset once.

Budget

Source: Auction drivers research for collaborative ads - Data science

Pausing for over 7 days analysis of all Collaborative Ads campaigns running from Mar-May 2021

Source : Meta
 Case Study
Let’s start with the very beginning of your journey

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 Ads Mindset 101
Business Positioning

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 Ads Structure is simple

Campaign Ads mindset

1. Boost on remarketing ( ig, fb,
customer list, period
7,14,30,100,180)
2. Boost on LLA audience (all
Ad set Ad set adset using LLA audience)
3. Boost on broad audience
4. Boost on narrow audience
5. Boost on combination

Ad Ad Ad Ad

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 We analogize brand as a car:

- Small business, - Medium business, - Corporate business

- Newbie portfolio - Advanced portfolio - Advanced portfolio and
and appearance, and appearance, appearance
- Medium pace & - High pace & high - High pace & high sales
sales, sales - Advance team and
- Simple Team - Intermediate team mechanism
and mechanism and mechanism Ex: Erigo, Eiger
Ex: Bisnis fashion baru Ex: Nah Project
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 The role of ads as?
Nitrous
Boost your pace, must control to get optimum results, and the effect is temporary

Small business can have a higher sales using Ads, but

still youre appearance and mechanism capacity still
Avanza, not Fortuner or Lamborghini

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 When you should change your whole car?
When you meet certain conditions, especially KPI target

sometimes it works, sometimes it doesn't, we have to

0 be aware of whether we manage to control it or not
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 Study Case II
Secret Recipe

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 Spamming Campaign

● Advertiser set IDR 300.000/day on 1 campaign and got 2.95 ROAS, but after
seperated into 6 campaign and budget is diversity. ROAS become x7.97

ROAS
x7.97

ROAS
x2.95
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 Focus on Road to campaign

● Focus on Road to Double date campaign and don’t spend too much in a single day,
because your campaign still attributed and tracked as purchase even you run
campaign 7 days before double date campaign run.
Road to and Always On
Campaign
3.3 Campaign

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 Attribution Recommendation:
1. 7 days clicks or 1 day views as your attribution window
2. 7 days clicks as your attribution window

● We need to track and hook as much as possible audience that see or click our ads,
so that this attribution is fit to gain more acquisition.

7 Days clicks 7 Days clicks or 1 day views

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 Performance Marketing Specialist Bootcamp

Registrasi untuk
Intake Maret sudah dibuka!
Kelas dimulai 13 Maret 2023
Info Lengkap : https://bolehbelajar.com/performance-marketing-specialist-bootcamp/

Konsultasi Program: https://wa.me/6281912345786

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 Performance Marketing Specialist Bootcamp

Full Course
Full Course (3 bulan) + Career Preparation
Join intensive class,
(6 bulan)
workshop session, practical Take advantage of our
assignments, and group internship program to boost
project. your skill sets while receiving
career support
Rp 6.500.000
Rp 3.600.000 Rp 8.500.000
Rp 5.200.000

Dapatkan ekstra promo potongan hingga 3

Masukan kode promo:
juta rupiah khusus DNVB Squad *promo
berlaku untuk 10 pendaftar pertama
SEMUABOLEHBELAJAR

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7 *periode promo 15 - 17 Feb 2023
 Full Stack Digital Marketing Bootcamp

Registrasi untuk
Intake April sudah dibuka!
Kelas dimulai 3 April 2023
Info Lengkap : https://bolehbelajar.com/bootcamp

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 Full Stack Digital Marketing Bootcamp

Full Course
Full Course (3 bulan) + Career Preparation
Join intensive class,
(6 bulan)
workshop session, practical Take advantage of our
assignments, and group internship program to boost
project. your skill sets while receiving
career support
Rp 6.500.000
Rp 3.600.000 Rp 8.500.000
Rp 5.200.000

Dapatkan ekstra promo potongan hingga 3

Masukan kode promo:
juta rupiah khusus peserta DNVB Squad
*promo berlaku untuk 10 pendaftar pertama
SEMUABOLEHBELAJAR

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9 *periode promo 15 - 17 Feb 2023
 Thank You
QnA
Feel free to ask anything!

Jenzo Andika
[email protected]