{"id":619,"date":"2019-04-02T00:45:32","date_gmt":"2019-04-01T17:45:32","guid":{"rendered":"https:\/\/louisandreas.com\/?p=619"},"modified":"2019-04-02T09:29:33","modified_gmt":"2019-04-02T02:29:33","slug":"maksimalkan-keuntungan-dengan-value-optimization","status":"publish","type":"post","link":"https:\/\/louisandreas.com\/facebook\/maksimalkan-keuntungan-dengan-value-optimization\/","title":{"rendered":"Maksimalkan Keuntungan dengan Value Optimization"},"content":{"rendered":"<p>Value Optimization merupakan salah satu fitur delivery optimizer yang cukup baru dan belum banyak digunakan dalam campaign objective Conversions. Padahal fitur ini sepertinya bisa memberikan cukup banyak manfaat bagi advertiser di Facebook dan Instagram, terutama pelaku industri e-commerce.<\/p>\n<p>&nbsp;<\/p>\n<h2>Apa itu Value Optimization?<\/h2>\n<p>Buat yang sering menggunakan campaign Conversions, tentunya cukup paham dengan penggunaan delivery optimizer. Saya sendiri pernah membahas juga mengenai <a href=\"\/facebook\/penggunaan-delivery-optimizer\/\">delivery optimizer ini pada artikel sebelumnya<\/a>.<\/p>\n<p>Biasanya, pada campaign Conversions, kita menggunakan pilihan Conversions juga sebagai delivery optimizer. Mengoptimalkan penayangan iklan ke Conversions memungkinkan kita untuk mendapatkan sebanyak mungkin konversi atau transaksi dengan biaya yang paling optimal.<\/p>\n<p>Namun, untuk pelaku industri jualan online atau e-commerce, kadangkala yang terpenting bukan hanya jumlah transaksi semata, melainkan juga\u00a0<em>Return on Ad Spend<\/em> (ROAS). Dari uang yang dikeluarkan untuk biaya iklan, apakah hasil yang didapatkan bisa cukup memuaskan?<\/p>\n<p>Value optimization memungkinkan pada advertiser di Facebook dan Instagram untuk membuat penayangan iklan difokuskan untuk mendapatkan imbal balik (<em>return<\/em>) paling maksimal.<\/p>\n<p>Supaya lebih jelas, mari kita gunakan suatu contoh studi kasus.<\/p>\n<ul>\n<li>Harga produk Rp 100.000, untuk mendapatkan transaksi di produk ini, harus mengeluarkan budget iklan Rp 50.000<\/li>\n<li>Harga produk Rp 500.000, untuk mendapatkan transaksi di produk ini, harus mengeluarkan budget iklan Rp 200.000<\/li>\n<\/ul>\n<p>Di kasus pertama,\u00a0<em>cost\/purchase\u00a0<\/em>sebesar Rp 50.000, dengan ROAS sebesar 2. Di kasus kedua,\u00a0<em>cost\/purchase\u00a0<\/em> sebesar Rp 200.000, dengan ROAS sebesar 2.5.<\/p>\n<p>Apabila kita menggunakan Conversion Optimization, kemungkinan besar kita akan mendapatkan transaksi dengan <em>cost\/purchase\u00a0<\/em>yang lebih rendah (kasus pertama). Sedangkan dengan Value Optimization, kita berpotensi mendapatkan ROAS yang lebih besar, walaupun dengan\u00a0<em>cost\/purchase\u00a0<\/em>yang lebih tinggi (kasus kedua).<\/p>\n<p>&nbsp;<\/p>\n<h3>Bagaimana Menggunakannya<\/h3>\n<p>Di bagian delivery optimizer di level Ad Set, pilih Value.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-621\" src=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2019\/04\/facebook-value-optimization.jpg\" alt=\"facebook value optimization\" width=\"498\" height=\"271\" srcset=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2019\/04\/facebook-value-optimization.jpg 498w, https:\/\/louisandreas.com\/wp-content\/uploads\/2019\/04\/facebook-value-optimization-300x163.jpg 300w\" sizes=\"auto, (max-width: 498px) 100vw, 498px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Di bagian ini juga seperti biasa kita bisa melakukan setting Bid Strategy. Agak berbeda dengan optimization Conversions, setup bid pada optimization Value diarahkan ke nilai ROAS minimum yang ingin dicapai.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-622\" src=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2019\/04\/set-roas-bid.jpg\" alt=\"set roas bid\" width=\"479\" height=\"331\" srcset=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2019\/04\/set-roas-bid.jpg 479w, https:\/\/louisandreas.com\/wp-content\/uploads\/2019\/04\/set-roas-bid-300x207.jpg 300w\" sizes=\"auto, (max-width: 479px) 100vw, 479px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Seperti biasa, nilai bid ini akan ikut mempengaruhi penayangan iklan. Pastikan anda tidak bid angka ROAS yang terlampau tinggi, karena hal ini akan menyebabkan delivery iklan menjadi terbatas. Efeknya kurang lebih mirip dengan ketika kita bid terlalu rendah untuk optimization di Conversions.<\/p>\n<p>Dan saran saya, hanya masukkan angka minimum ROAS tersebut apabila anda sudah benar-benar yakin dengan angka target ROAS anda. Kalau belum, sebaiknya kosongkan saja, dan biarkan algoritma Facebook belajar dan memberikan anda angka ROAS yang paling optimal dengan budget yang anda miliki.<\/p>\n<p>Sayangnya, walaupun sudah <a href=\"https:\/\/www.facebook.com\/business\/news\/new-tools-to-get-more-value-from-your-campaigns\"><em>roll-out<\/em> sejak tahun 2017<\/a>, tampaknya belum semua advertiser memiliki fitur Value Optimization ini. Dari informasi yang saya dapat, fitur ini baru tersedia untuk advertiser yang memenuhi persyaratan berikut ini:<\/p>\n<ul>\n<li>Pixel sudah aktif, dan terjadi lebih dari 100 kali attributed event Purchase di pixel tersebut dalam waktu 28 hari terakhir (konversi dari iklan)<\/li>\n<li>Pixel sudah mengirimkan parameter <em>value <\/em>pada event Purchase (selengkapnya mengenai <a href=\"\/facebook\/persiapan-membuat-dynamic-ads-part-1\/\">event parameter di pixel bisa baca di artikel sebelumnya<\/a>)<\/li>\n<li>Ad Set yang berjalan harus dioptimalkan ke event Purchase.<\/li>\n<\/ul>\n<p>Apakah anda sudah memenuhi persyaratan tersebut?<\/p>\n<p>&nbsp;<\/p>\n<h4><em>What do you think?<\/em><\/h4>\n<p>Apakah anda pernah menggunakan fitur Value Optimization ini? Bagikan pengalaman serta komentar anda pada kolom di bawah ini.<\/p>\n<p><em>Have a great week ahead!<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Value Optimization merupakan salah satu fitur delivery optimizer yang cukup baru dan belum banyak digunakan dalam campaign objective Conversions. Padahal fitur ini sepertinya bisa memberikan cukup banyak manfaat bagi advertiser di Facebook dan Instagram, terutama pelaku industri e-commerce. &nbsp; Apa <a href=\"https:\/\/louisandreas.com\/facebook\/maksimalkan-keuntungan-dengan-value-optimization\/\"> Read more&#8230;<\/a><\/p>\n","protected":false},"author":1,"featured_media":624,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-619","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>Maksimalkan Keuntungan dengan Value Optimization &#8211; louisandreas.com<\/title>\n<meta name=\"description\" content=\"Value optimization memungkinkan pada advertiser di Facebook dan Instagram untuk membuat penayangan iklan difokuskan untuk mendapatkan return maksimal.\" \/>\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\/maksimalkan-keuntungan-dengan-value-optimization\/\" \/>\n<meta property=\"og:locale\" content=\"id_ID\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Maksimalkan Keuntungan dengan Value Optimization &#8211; louisandreas.com\" \/>\n<meta property=\"og:description\" content=\"Value optimization memungkinkan pada advertiser di Facebook dan Instagram untuk membuat penayangan iklan difokuskan untuk mendapatkan return maksimal.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/louisandreas.com\/facebook\/maksimalkan-keuntungan-dengan-value-optimization\/\" \/>\n<meta property=\"og:site_name\" content=\"louisandreas.com\" \/>\n<meta property=\"article:published_time\" content=\"2019-04-01T17:45:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-04-02T02:29:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2019\/04\/maksimalkan-keuntungan-dengan-value-optimization.png\" \/>\n\t<meta property=\"og:image:width\" content=\"590\" \/>\n\t<meta property=\"og:image:height\" content=\"591\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"andreas\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Ditulis oleh\" \/>\n\t<meta name=\"twitter:data1\" content=\"andreas\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimasi waktu membaca\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 menit\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/louisandreas.com\\\/facebook\\\/maksimalkan-keuntungan-dengan-value-optimization\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/louisandreas.com\\\/facebook\\\/maksimalkan-keuntungan-dengan-value-optimization\\\/\"},\"author\":{\"name\":\"andreas\",\"@id\":\"https:\\\/\\\/louisandreas.com\\\/#\\\/schema\\\/person\\\/d94c006108bd97aeb6fb74ff5f104690\"},\"headline\":\"Maksimalkan Keuntungan dengan Value Optimization\",\"datePublished\":\"2019-04-01T17:45:32+00:00\",\"dateModified\":\"2019-04-02T02:29:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/louisandreas.com\\\/facebook\\\/maksimalkan-keuntungan-dengan-value-optimization\\\/\"},\"wordCount\":502,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/louisandreas.com\\\/#\\\/schema\\\/person\\\/d94c006108bd97aeb6fb74ff5f104690\"},\"image\":{\"@id\":\"https:\\\/\\\/louisandreas.com\\\/facebook\\\/maksimalkan-keuntungan-dengan-value-optimization\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/louisandreas.com\\\/wp-content\\\/uploads\\\/2019\\\/04\\\/maksimalkan-keuntungan-dengan-value-optimization.png\",\"articleSection\":[\"Facebook\"],\"inLanguage\":\"id\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/louisandreas.com\\\/facebook\\\/maksimalkan-keuntungan-dengan-value-optimization\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/louisandreas.com\\\/facebook\\\/maksimalkan-keuntungan-dengan-value-optimization\\\/\",\"url\":\"https:\\\/\\\/louisandreas.com\\\/facebook\\\/maksimalkan-keuntungan-dengan-value-optimization\\\/\",\"name\":\"Maksimalkan Keuntungan dengan Value Optimization &#8211; 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