{"id":196,"date":"2018-05-07T09:00:12","date_gmt":"2018-05-07T02:00:12","guid":{"rendered":"https:\/\/louisandreas.com\/?p=196"},"modified":"2018-07-24T00:09:35","modified_gmt":"2018-07-23T17:09:35","slug":"mendapatkan-hasil-yang-optimal-dengan-split-test","status":"publish","type":"post","link":"https:\/\/louisandreas.com\/facebook\/mendapatkan-hasil-yang-optimal-dengan-split-test\/","title":{"rendered":"Mendapatkan Hasil yang Optimal dengan Split Test"},"content":{"rendered":"<p>Dalam berbagai kesempatan, seringkali kita bertanya-tanya, &#8220;lebih bagus pakai custom audience atau interest targeting ya?&#8221; atau &#8220;lebih baik pakai banner A atau B ya?&#8221; atau mungkin juga &#8220;lebih oke pakai placement yang mana ya?&#8221;<\/p>\n<p>Saya juga sering mendapat pertanyaan tersebut, dan pada banyak kesempatan seringkali saya menjawab, &#8220;dites <em>aja<\/em>.&#8221; Alasannya bukan karena saya malas menjelaskan, melainkan karena solusi untuk setiap bisnis tentunya tidak sama. Misalnya, pemilihan target audience untuk bisnis fashion mungkin berbeda dengan bisnis makanan, atau pemilihan banner\/creative untuk bisnis di industri keuangan mungkin berbeda dengan bisnis di industri travel. Bahkan mungkin bisnis di industri yang sama bisa mendapatkan hasil yang berbeda walaupun menggunakan cara-cara yang sama.<\/p>\n<p>Untungnya, Facebook memiliki fitur Split Test yang memungkinkan kita untuk melakukan tes dengan valid.<\/p>\n<p>&nbsp;<\/p>\n<h1>Memulai Split Test<\/h1>\n<p>Fitur Split Test akan muncul saat kita membuat Campaign baru. Dan sebaiknya kita memang membuat campaign baru jika ingin melakukan tes, supaya hasilnya tidak dipengaruhi oleh hasil belajar machine learning Facebook dari campaign yang sudah berjalan sebelumnya.<\/p>\n<p>Setelah <a href=\"https:\/\/louisandreas.com\/facebook\/perbedaan-facebook-campaign-objective\/\">memilih Campaign objective<\/a>, akan muncul checkbox bertuliskan &#8220;Create Split Test&#8221; di atas kolom Campaign Name yang harus kita isi. Centang checkbox tersebut.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-199\" src=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/05\/split-test-1024x578.jpg\" alt=\"split test di facebook\" width=\"730\" height=\"412\" srcset=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/05\/split-test-1024x578.jpg 1024w, https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/05\/split-test-300x169.jpg 300w, https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/05\/split-test-768x433.jpg 768w, https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/05\/split-test.jpg 1113w\" sizes=\"auto, (max-width: 730px) 100vw, 730px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Berikutnya, seperti membuat campaign biasa, kita harus setup Ad Set. Bedanya, kali ini kita akan ditanya, &#8220;What do you want to test?&#8221; di awal setup Ad Set. Ada 4 variabel yang bisa kita test melalui fitur ini.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-200\" src=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/05\/test-variables-1024x576.jpg\" alt=\"setup variabel tes\" width=\"730\" height=\"411\" srcset=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/05\/test-variables-1024x576.jpg 1024w, https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/05\/test-variables-300x169.jpg 300w, https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/05\/test-variables-768x432.jpg 768w, https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/05\/test-variables.jpg 1112w\" sizes=\"auto, (max-width: 730px) 100vw, 730px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2>1. Creative<\/h2>\n<p>Pilihan Creative sebaiknya dipilih jika anda ingin menentukan creative mana yang tepat untuk iklan anda. Misalnya single image vs carousel, atau image vs video, atau mungkin sekadar image A vs image B. Biasanya tes ini dilakukan apabila anda punya 2 konsep yang bertolak belakang, namun dengan format yang sama, Misalnya format video, dengan pilihan video hasil shooting langsung atau video menggunakan animasi vektor.<\/p>\n<p>&nbsp;<\/p>\n<h2>2. Delivery Optimization<\/h2>\n<p>Delivery optimization adalah setup di bagian bawah level Ad Set yang memungkinkan kita untuk memilih optimisasi machine learning, strategi bid, conversion window (pada campaign Conversion atau App Install), metode charge iklan, dan juga tipe penayangan iklan. Detailnya bisa dilihat di bawah ini.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-201\" src=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/05\/delivery-optimization.jpg\" alt=\"delivery optimization facebook ads\" width=\"524\" height=\"431\" srcset=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/05\/delivery-optimization.jpg 524w, https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/05\/delivery-optimization-300x247.jpg 300w\" sizes=\"auto, (max-width: 524px) 100vw, 524px\" \/><\/p>\n<p>Namun untuk fitur Split Test, hanya optimisasi, bid, conversion window (pada campaign Conversion atau App Install), dan metode charge yang bisa dites. Umumnya tes yang dilakukan misalnya optimisasi Conversion vs Link Click, Lowest Cost tanpa bid cap vs Lowest Cost dengan bid cap, dan metode charge per impression vs per klik.<\/p>\n<p>Penjelasan lebih detail mengenai fungsi masing-masing setup pada Delivery Optimization akan kita bahas di post selanjutnya.<\/p>\n<p>&nbsp;<\/p>\n<h2>3. Audience<\/h2>\n<p>Dari pengalaman saya, Audience merupakan variabel yang paling sering dilakukan tes. Bukan hanya untuk advertiser baru yang masih ragu dengan target audience nya, melainkan juga untuk advertiser yang sudah lama menggunakan Facebook.<\/p>\n<p>Penyebabnya karena untuk tes di level audience peluangnya sangat banyak, misalnya interest targeting vs lookalike audience, custom audience dari website vs file upload, lokasi spesifik vs general, umur, gender, dan masih banyak lainnya. Dengan adanya tes di level audience ini sangat membantu para advertiser untuk terus menerus memperbaiki targeting untuk mendapatkan hasil yang lebih optimal.<\/p>\n<p>&nbsp;<\/p>\n<h2>4. Placement<\/h2>\n<p>Walaupun <a href=\"https:\/\/louisandreas.com\/facebook\/keunggulan-automatic-placement\/\">di post sebelumnya saya membahas mengenai keunggulan automatic placement<\/a>, kadangkala tetap perlu dilakukan tes untuk placement. Tetap ada kemungkinan untuk bisnis tertentu bisa lebih optimal tanpa automatic placement. Biasanya yang sering dites untuk varialbel placement misalnya Automatic Placement vs placement tanpa salah satu platform, atau Automatic Placement vs salah satu platform saja.<\/p>\n<p>&nbsp;<\/p>\n<h3>Keuntungan Menggunakan Split Test<\/h3>\n<p>Tanpa fitur Split Test, sebenarnya kita bisa saja membuat 2 atau lebih ad set terpisah untuk melakukan tes. Namun fitur ini memastikan hasil tes kita valid, karena:<\/p>\n<p><strong>Tidak akan ada audience overlap:\u00a0<\/strong>user yang melihat iklan dari Ad Set A tidak akan melihat iklan dari Ad Set B, dan sebaliknya. Tanpa fitur Split Test, ada kemungkinan 1 user melihat iklan dari kedua Ad Set (jika ia berada di dalam target audience keduanya) sehingga hasilnya bisa jadi bias.<\/p>\n<p><strong>Tes hanya 1 variabel pada saat yang bersamaan:<\/strong> fitur ini memastikan kita hanya melakukan tes pada 1 variabel saja, sehingga perbedaan yang muncul pada hasil tes dapat dikatakan berasal dari variabel yang kita uji.<\/p>\n<p>Selain itu, kita juga bisa mengatur apakah Ad Set yang dites akan mendapatkan budget yang sama, atau salah satunya mendapat budget lebih banyak. Kecuali anda punya alasan tertentu, biasanya budget akan dibuat sama (even split).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-205\" src=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/05\/even-split.jpg\" alt=\"even split\" width=\"239\" height=\"68\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-206 size-full\" src=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/05\/weighted-split.jpg\" alt=\"weighted split\" width=\"301\" height=\"82\" srcset=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/05\/weighted-split.jpg 301w, https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/05\/weighted-split-300x82.jpg 300w\" sizes=\"auto, (max-width: 301px) 100vw, 301px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h4><em>What do you think?<\/em><\/h4>\n<p>Apakah anda punya pengalaman menggunakan fitur split test? Share pengalaman atau komentar anda di kolom di bawah ini.<\/p>\n<p><em>Have a great week ahead!<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dalam berbagai kesempatan, seringkali kita bertanya-tanya, &#8220;lebih bagus pakai custom audience atau interest targeting ya?&#8221; atau &#8220;lebih baik pakai banner A atau B ya?&#8221; atau mungkin juga &#8220;lebih oke pakai placement yang mana ya?&#8221; Saya juga sering mendapat pertanyaan tersebut, <a href=\"https:\/\/louisandreas.com\/facebook\/mendapatkan-hasil-yang-optimal-dengan-split-test\/\"> Read more&#8230;<\/a><\/p>\n","protected":false},"author":1,"featured_media":211,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-196","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mendapatkan Hasil yang Optimal dengan Split Test &#8211; louisandreas.com<\/title>\n<meta name=\"description\" content=\"Solusi untuk setiap industri tentunya tidak sama. 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