{"id":608,"date":"2019-03-20T02:39:13","date_gmt":"2019-03-19T19:39:13","guid":{"rendered":"https:\/\/louisandreas.com\/?p=608"},"modified":"2019-03-20T10:55:48","modified_gmt":"2019-03-20T03:55:48","slug":"minimal-audience-overlap","status":"publish","type":"post","link":"https:\/\/louisandreas.com\/facebook\/minimal-audience-overlap\/","title":{"rendered":"Meminimalisasi Audience Overlap"},"content":{"rendered":"<p>Buat para advertiser Facebook mungkin pernah dengar yang namanya audience overlap. Namun sebetulnya apa itu audience overlap dan apa pengaruhnya terhadap campaign yang kita jalankan? Baca selengkapnya di artikel ini.<\/p>\n<p>&nbsp;<\/p>\n<h2>Mengenal Audience Overlap<\/h2>\n<p>Audience overlap merupakan keadaan di mana kita menggunakan target audience yang serupa pada beberapa Ad Set yang berbeda. Beberapa Ad Set tersebut bisa saja menggunakan audience yang berbeda, misalnya 1 ad set menggunakan targeting berdasarkan interest, dan ad set lain menggunakan custom audience. Namun bisa saja terjadi irisan dalam kedua audience tersebut. Misalnya, audience yang berada di dalam custom audience bisa saja termasuk juga ke dalam audience yang ditarget berdasarkan interest.<\/p>\n<p>&nbsp;<\/p>\n<p><em><strong>Apa pengaruhnya terhadap campaign yang kita jalankan?<\/strong><\/em><\/p>\n<p>Setidaknya ada 2 hal yang cukup berpengaruh terhadap jalannya campaign:<\/p>\n<ul>\n<li>Orang yang masuk ke dalam target audience di beberapa ad set yang berbeda bisa saja melihat iklan dari beberapa ad set tersebut, namun hanya melakukan interaksi\/klik\/konversi pada salah satu iklan saja. Hal ini bisa menyebabkan sedikit kerancuan saat kita menganalisa hasil iklan untuk mengambil keputusan iklan mana yang memberikan hasil yang bagus dengan yang tidak.<\/li>\n<li>Apabila audience overlap nya cukup besar, ada kemungkinan salah satu atau kedua ad set tidak menyerap seluruh budget yang dipasang. Hal ini bisa terjadi karena Facebook <a href=\"https:\/\/www.facebook.com\/business\/help\/1679591828938781\">memprioritaskan iklan dengan performance historis yang lebih bagus<\/a> untuk ditampilkan, sementara iklan yang satunya lagi tidak ditampilkan. Facebook mencegah kedua iklan kita masuk ke dalam <a href=\"https:\/\/louisandreas.com\/facebook\/memilih-tipe-bid-untuk-campaign-anda\/\">sistem auction<\/a> yang sama untuk mencegah pemborosan biaya yang kita keluarkan.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Cara Mengecek Overlap pada Audience<\/h3>\n<p>Pada halaman\u00a0<em>Audience<\/em>, centang pada audience yang anda ingin cek overlapnya. Kemudian klik tombol <em>Action<\/em>. Pilih\u00a0<em>Show Audience Overlap<\/em>. Proses ini bisa dilakukan dengan memilih 2 atau lebih audience.<\/p>\n<h4><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-610\" src=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2019\/03\/mengecek-audience-overlap.jpg\" alt=\"mengecek audience overlap\" width=\"542\" height=\"231\" srcset=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2019\/03\/mengecek-audience-overlap.jpg 542w, https:\/\/louisandreas.com\/wp-content\/uploads\/2019\/03\/mengecek-audience-overlap-300x128.jpg 300w\" sizes=\"auto, (max-width: 542px) 100vw, 542px\" \/><\/h4>\n<p>&nbsp;<\/p>\n<p>Akan terlihat seberapa besar overlap antar kedua audience yang kita pilih. Pada contoh di bawah ini overlap antar kedua audience yaitu sebesar 19%.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-611\" src=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2019\/03\/hasil-cek-audience-overlap.jpg\" alt=\"hasil cek audience overlap\" width=\"545\" height=\"270\" srcset=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2019\/03\/hasil-cek-audience-overlap.jpg 748w, https:\/\/louisandreas.com\/wp-content\/uploads\/2019\/03\/hasil-cek-audience-overlap-300x149.jpg 300w\" sizes=\"auto, (max-width: 545px) 100vw, 545px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Namun untuk bisa mendapatkan angka overlap tersebut, jumlah audiencenya harus cukup besar. Apabila audience nya kecil, biasanya angka overlapnya tidak ditampilkan, dengan tujuan menjaga keamanan dan privasi user Facebook.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-613\" src=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2019\/03\/angka-overlap-dari-audience-yang-kecil.jpg\" alt=\"angka overlap dari audience yang kecil\" width=\"540\" height=\"267\" srcset=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2019\/03\/angka-overlap-dari-audience-yang-kecil.jpg 748w, https:\/\/louisandreas.com\/wp-content\/uploads\/2019\/03\/angka-overlap-dari-audience-yang-kecil-300x148.jpg 300w\" sizes=\"auto, (max-width: 540px) 100vw, 540px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>Setup Targeting untuk Meminimalisasi Overlap<\/h3>\n<p>Menurut pengalaman saya, angka overlap di bawah 30% masih cukup oke untuk digunakan di ad set yang berbeda. Namun apabila angka overlap nya di atas 30%, kita harus mencari cara untuk meminimalisasi overlap antar ad set tersebut.<\/p>\n<p>Ada 2 cara untuk meminimalisasi overlap:<\/p>\n<ul>\n<li><strong>Menggabungkan kedua audience di dalam ad set yang sama:<\/strong> coba analisa apakah kedua audience yang kita gunakan memiliki kemiripan? dan apakah kita bisa menampilkan iklan dengan pesan yang sama kepada kedua audience tersebut? Apabila jawabannya\u00a0<em>ya<\/em>, maka akan lebih baik apabila kedua audience digabung ke dalam 1 ad set.<\/li>\n<li><strong>Menggunakan fitur exclude audience:<\/strong> apabila harus membuat kedua audience dalam ad set terpisah, pastikan salah satu ad set mengecualikan (<em>exclude<\/em>) audience dari ad set yang lain. Lebih lengkapnya mengenai fitur exclude audience bisa baca di <a href=\"https:\/\/louisandreas.com\/facebook\/menggunakan-fitur-exclude-audience\/\">artikel ini.<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h4><em>What do you think?<\/em><\/h4>\n<p>Apakah anda pernah mengalami penurunan performance iklan akibat overlap pada target audience? Bagikan pengalaman dan komentar anda pada kolom di bawah ini.<\/p>\n<p><em>Have a great week ahead!<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Buat para advertiser Facebook mungkin pernah dengar yang namanya audience overlap. Namun sebetulnya apa itu audience overlap dan apa pengaruhnya terhadap campaign yang kita jalankan? Baca selengkapnya di artikel ini. &nbsp; Mengenal Audience Overlap Audience overlap merupakan keadaan di mana <a href=\"https:\/\/louisandreas.com\/facebook\/minimal-audience-overlap\/\"> Read more&#8230;<\/a><\/p>\n","protected":false},"author":1,"featured_media":617,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-608","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>Meminimalisasi Audience Overlap &#8211; louisandreas.com<\/title>\n<meta name=\"description\" content=\"Buat para advertiser Facebook mungkin pernah dengar yang namanya audience overlap. 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