{"id":188,"date":"2018-05-01T09:00:10","date_gmt":"2018-05-01T02:00:10","guid":{"rendered":"https:\/\/louisandreas.com\/?p=188"},"modified":"2018-07-24T00:04:11","modified_gmt":"2018-07-23T17:04:11","slug":"keunggulan-automatic-placement","status":"publish","type":"post","link":"https:\/\/louisandreas.com\/facebook\/keunggulan-automatic-placement\/","title":{"rendered":"Keunggulan Menggunakan Automatic Placement"},"content":{"rendered":"

Melanjutkan post sebelumnya mengenai placement di Facebook<\/a>, pada kesempatan ini kita akan membahas mengenai keunggulan menggunakan Automatic Placement. Saya sendiri merupakan penggemar Automatic Placement, dan saya hampir selalu menyarankan para advertiser di Facebook untuk menggunakannya selama memungkinkan. Kenapa?<\/em><\/p>\n

 <\/p>\n

Sekilas Mengenai Automatic Placement<\/h1>\n

Sedikit mengulang post sebelumnya, automatic placement artinya iklan kita dapat ditampilkan di semua platform Facebook (Facebook, Instagram, Audience Network, Messenger). Tentunya iklan kita tidak akan ditampilkan secara sama rata di semua platform tersebut. Facebook yang akan menganalisa, setelah iklan kita berjalan beberapa saat, platform mana yang memberikan hasil yang paling bagus, kemudian iklan kita kebanyakan akan ditampilkan di platform tersebut. Automatic Placement kadang disebut juga sebagai Placement Optimization<\/strong>.<\/p>\n

Keunggulan: <\/strong>kemungkinan besar mendapatkan hasil yang paling optimal, karena algoritma yang secara otomatis akan memilih placement yang optimal di Facebook, dengan menampilkan iklan anda di platform yang memberikan hasil paling bagus. Tidak perlu repot membuat beberapa Ad Set yang berbeda untuk placement setiap platform.<\/p>\n

Kelemahan: <\/strong>tidak bisa menentukan platform mana yang mau dipilih untuk lebih banyak menampilkan iklan anda.<\/p>\n

Kapan menggunakan tipe placement ini: <\/strong>jika anda menginginkan hasil yang paling optimal, tanpa memperdulikan di platform mana iklan anda akan ditampilkan.<\/p>\n

 <\/p>\n

Supaya ada gambaran lebih jelas, mari kita gunakan contoh.<\/p>\n

Iklan 1: Placement hanya Facebook saja<\/p>\n

Iklan 2: Automatic placement<\/p>\n

Selain placement, semua variabel lainnya seperti objective, target audience, bid, budget, dan materi iklan kita anggap sama, agar hasil yang didapat bisa dianggap valid.<\/p>\n

 <\/p>\n

Conversion dengan Placement Facebook Saja<\/h2>\n

Diagram ilustrasi di bawah menunjukkan conversion yang terjadi sepanjang waktu, dengan iklan yang hanya ditampilkan di Facebook saja. Karena tidak ada pilihan placement lainnya, algoritma Facebook mempunyai pilihan audience yang cukup terbatas dalam menampilkan iklan.<\/p>\n

\"placement<\/p>\n

 <\/p>\n

Conversion dengan Automatic Placement<\/h2>\n

Sekarang coba bandingkan dengan iklan yang menggunakan automatic placement. Bisa dilihat pada diagram ilustrasi di bawah ini, bahwa audience yang di Facebook tetap sama seperti diagram sebelumnya, namun kali ini algoritma Facebook memiliki pilihan audience di Instagram dan Audience Network.<\/p>\n

\"automatic<\/p>\n

 <\/p>\n

Yang terjadi adalah sebagai berikut. Pada saat yang bersamaan, ada lebih dari 1 kemungkinan terjadinya conversion, baik itu di Facebook, Instagram, maupun Audience Network. Jika kita menggunakan placement automatic, algoritma Facebook memiliki lebih banyak pilihan audience, sehingga apabila pada suatu waktu harga conversion di Facebook lebih mahal maka kemungkinan conversion akan terjadi di Instagram atau Audience Network yang lebih murah. Dengan demikian secara rata-rata biaya per conversion akan menjadi lebih kecil (lihat pada lingkaran hijau pada diagram ilustrasi di atas).<\/p>\n

 <\/p>\n

Kesalahan yang Sering Terjadi<\/h3>\n

Setelah campaign berjalan beberapa saat, biasanya advertiser akan melakukan analisa, salah satunya yaitu breakdown cost per result dari masing-masing placement. Masih menggunakan diagram ilustrasi yang sama sebagai contoh, dapat dilihat bahwa Instagram menghasilkan cost per result paling mahal dibanding Facebook atau Audience Network.<\/p>\n

\"rata-rata<\/p>\n

 <\/p>\n

Yang seringkali terjadi adalah, pada saat advertiser merasa bahwa salah satu placement (dalam contoh ini Instagram) menghasilkan cost per result yang lebih mahal dibanding yang lain, placement tersebut akan dimatikan. Advertiser berharap dengan mematikan salah satu placement yang mahal maka average cost per result akan lebih murah, namun yang akan terjadi justru sebaliknya.\u00a0Jika Instagram dimatikan, average cost per result nya jadi semakin mahal.<\/p>\n

\"rata-rata<\/p>\n

 <\/p>\n

Mengapa demikian?<\/em><\/strong><\/p>\n

Jawabannya karena automatic placement didesain bukan untuk mendapatkan cost per result paling optimal pada masing-masing placement<\/em>, namun untuk mendapatkan cost per result paling optimal secara keseluruhan<\/em>. Itulah mengapa sebaiknya kita perlu memaksimalkan penggunaan automatic placement ini.<\/p>\n

 <\/p>\n

What do you think?<\/em><\/h4>\n

Bagaimana pengalaman anda sendiri? Share pengalaman ataupun komentar anda di kolom komentar di bawah ini.<\/p>\n

Have a great week ahead!<\/em><\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Melanjutkan post sebelumnya mengenai placement di Facebook, pada kesempatan ini kita akan membahas mengenai keunggulan menggunakan Automatic Placement. Saya sendiri merupakan penggemar Automatic Placement, dan saya hampir selalu menyarankan para advertiser di Facebook untuk menggunakannya selama memungkinkan. Kenapa?   Sekilas Read more…<\/a><\/p>\n","protected":false},"author":1,"featured_media":195,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-188","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook"],"yoast_head":"\nKeunggulan Menggunakan Automatic Placement – louisandreas.com<\/title>\n<meta name=\"description\" content=\"Melanjutkan post sebelumnya mengenai placement di Facebook, pada kesempatan ini kita akan membahas mengenai keunggulan menggunakan Automatic Placement.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/louisandreas.com\/facebook\/keunggulan-automatic-placement\/\" \/>\n<meta property=\"og:locale\" content=\"id_ID\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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