The document provides data and insights about key moments in Indonesia that present opportunities to capture views, clicks, and advertisers. It analyzes search trends during religious and cultural events like Ramadan, Idul Adha, Mother's Day, Christmas/New Year. During Ramadan, searches increase for recipes, beauty/health, entertainment and donations. People seek ways to spend time after sahur and before breaking fast. Common searches include recipes for dishes like opor ayam and kue kering. Entertainment searches spike from 10-11pm and 7-8pm. The document advises optimizing websites for mobile, as 83% of searches are from mobile. Marketers should prepare content one month in advance and optimize
7. Momen Utama Indonesia di 2017
Tahun Baru
1 Januari
Valentine
14 Februari
Ramadan
26 Mei - 24 Juni
Idul Adha
1 September
Hari Ibu
22 Desember
Musim Liburan
25 Desember+
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Hari
ini
8. Confidential and Proprietary
Waktu pencarian kontenValentine
14 Februari
Source: Google internal tools and Google Trends, based on 2016 data in Indonesia
9. Confidential and Proprietary
Tren kategori pencarian
Pencarian Untuk PERMEN & COKLAT
Lonjakan Pencarian:
17 Jan - 14 Feb
Sep
‘15
Sep
‘16
Pencarian Untuk HADIAH
Sep
‘15
Sep
‘16
Lonjakan Pencarian:
31 Jan - 7 Feb
Valentine
14 Februari
Source: Google internal tools, from Sep 2015 to Sep 2016 in Indonesia
10. Confidential and Proprietary
User utama dalam momen iniValentine
14 Februari
Orang Indonesia yang
tertarik dengan
Valentine’s Day
kemungkinan adalah...
TRENDSETTERS
SPESIALIS GAYA
HIDUP
PECINTA KEGIATAN
EKSTRIM
Pakar Kecantikan 1.6x Shopaholics 1.5x
Ahli kesehatan &
kebugaran
1.4x
Gamers 1.5x
Pecinta kegiatan
outdoor
1.5x
Source: Google internal tools comparing Indonesians who are interested in Valentine’s Day versus online population in Indonesia, as of Q4 2016
Cara Membaca:
Orang-orang yang tertarik dengan
Valentine’s Day 1.6x lebih mungkin
untuk menjadi pakar kecantikan
daripada rata-rata masyarakat
Indonesia.
11. Confidential and Proprietary
Waktu pencarian kontenRamadan
26 Mei - 24 Juni
Source: Google internal tools and Google Trends, based on 2016 data in Indonesia
Ramadan 2016
tanggal 6 Juni - 5 Juli
12. Confidential and Proprietary
Tren kategori pencarian
Pencarian Untuk RESTORAN
Sep
‘15
Sep
‘16
Lonjakan Pencarian:
5 Jun - 26 Jun
Ramadan
26 Mei - 24 Juni
Pencarian Untuk PERAWATAN RAMBUT
Sep
‘15
Sep
‘16
Lonjakan Pencarian:
5 Jun - 26 Jun
13. Confidential and Proprietary
User utama dalam momen ini
Orang Indonesia yang
tertarik dengan Ramadan
kemungkinan adalah...
PECINTA RUMAH
& MAKANAN
SPESIALIS GAYA
HIDUP
SAVVY
PROFESSIONALS
Pecinta Kuliner 1.5x
Penggemar dekor
rumah
1.4x
Ahli kesehatan &
kebugaran
1.5x
Shopaholics 1.3x
Avid investors 1.4x
Business
Professionals
1.4x
Ramadan
26 Mei - 24 Juni
Cara Membaca:
Orang-orang yang tertarik dengan
Ramadhan 1.4x lebih mungkin
untuk menjadi penggemar dekor
rumah daripada rata-rata
masyarakat Indonesia.
14. Confidential and Proprietary
Waktu pencarian konten
Source: Google internal tools and Google Trends, based on 2016 data in Indonesia
Idul Adha
1 September
Idul Adha 2016
tanggal 12-16 Sep
15. Confidential and Proprietary
Pencarian Untuk DAGING
Sep
‘15
Sep
‘16
Lonjakan Pencarian:
11 Sept
Pencarian Untuk BAHAN PANGAN
Sep
‘15
Sep
‘16
Lonjakan Pencarian:
10 Jul - 24 Aug
Tren kategori pencarianIdul Adha
1 September
16. Confidential and Proprietary
User utama dalam momen ini
Orang Indonesia yang
tertarik dengan Idul Adha
kemungkinan adalah...
PECINTA RUMAH
& MAKANAN
TRAVEL
PENGEMBANGAN
DIRI
Pecinta Kuliner 1.8x
Bercita-cita
menjadi koki
1.4x
Transportasi
Udara
1.9x
Perjalanan di Asia
Pasifik
1.2x
Lowongan
Pekerjaan
1.3x
Idul Adha
1 September
17. Confidential and Proprietary
Waktu pencarian konten
Source: Google internal tools and Google Trends, based on 2016 data in Indonesia
Hari Ibu
22 Desember
18. Confidential and Proprietary
Tren kategori pencarian
Pencarian Untuk PERAWATAN RAMBUT
Sep
‘15
Sep
‘16
Pencarian Untuk HADIAH
Sep
‘15
Sep
‘16
Lonjakan Pencarian:
6 Dec - 3 Jan
Lonjakan Pencarian:
29 Nov - 20 Dec
Hari Ibu
22 Desember
19. Confidential and Proprietary
User utama dalam momen ini
Orang Indonesia yang
tertarik dengan Hari Ibu
kemungkinan adalah...
PECINTA RUMAH
& MAKANAN
Pecinta Kuliner 1.9x
Home decor
enthusiast
1.7x
Hari Ibu
22 Desember
TRENDSETTERS
Pakar Kecantikan 1.6x
Pengguna Media
Sosial
1.4x
SPESIALIS GAYA
HIDUP
Turis untuk lokasi
pantai
1.9x
Health & fitness
buff
1.6x
20. Confidential and Proprietary
Waktu pencarian konten
Source: Google internal tools and Google Trends, based on 2016 data in Indonesia
Libur
Natal-Tahun
Baru
21. Confidential and Proprietary
Tren kategori pencarian
Pencarian Untuk HADIAH
Sep
‘15
Sep
‘16
Pencarian Untuk BAHAN MEMBUAT KUE
Sep
‘15
Sep
‘16
Lonjakan Pencarian:
15 Nov -6 Dec
Lonjakan Pencarian:
29 Nov -20 Dec
Libur
Natal-Tahun
Baru
22. Confidential and Proprietary
User utama dalam momen ini
Orang Indonesia yang
tertarik dengan Hari Ibu
kemungkinan adalah...
PECINTA RUMAH
& MAKANAN
Fokus dengan
keluarga
1.7x
Peminat hobi
masak
1.4x
SPESIALIS GAYA
HIDUP
Ahli kesehatan &
kebugaran
1.7x
Penggemar
fotografi
1.2x
Libur
Natal-Tahun
Baru
PECINTA KEGIATAN
EKSTRIM
Pecinta kegiatan
outdoor
1.7x
Gamers 1.4x
Sport fans 1.3x
23. Apa momen yang relevan dengan situs saya?
Tahun Baru
1 Januari
Valentine
14 Februari
Ramadan
26 Mei - 24 Juni
Idul Adha
1 September
Hari Ibu
22 Desember
Musim Liburan
25 Desember+
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
25. Confidential + Proprietary
menyambut ramadan
83%searches are
from mobile
Tren pencarian di search engine terus bertumbuh di masa
Ramadan
Google Search Volume on Ramadan-related terms
Ramadan related queries on Google Search and YouTube
Source: Google Internal Data, Indonesia 2014-2016
28%
YoY
25
26. Confidential + Proprietary 26
2x
Lebih tinggi di bulan
Ramadan dibandingkan
bulan lainnya
Ramadan related queries comparison during Ramadan vs regular month
Source: Google Internal Data and Google Trends, based on 2016 data in Indonesia
Search volume
27. Bulan Ramadan memberikan lebih banyak waktu
untuk pengguna di online
● Kegiatan selama Bulan Puasa berkurang dengan berkurangnya jam kerja dan jam sekolah.
● Dengan berkurangnya jam beraktivitas ( kerja dan sekolah), orang - orang mencari aktivitas
untuk mengisi waktu setelah Sahur dan ketika menunggu waktu Berbuka puasa, seperti
berjalan-jalan, berkumpul dengan teman, menonton video di TV ataupun YouTube dsb.
● Penggunaan internet meningkat selama bulan puasa.Pada saat Sahur, penelusuran untuk
e-commerce terjadi peningkatan sebanyak 152% kecuali fesyen.
● Pada siang hari, penelusuran meningkat sebanyak 12%. Peningkatan ini menandakan
ketika berpuasa, orang-orang berpaling ke kegiatan penelusuran online ataupun belanja
online untuk mengisi waktu senggang di jam makan siang.
28. Checklist: Apakah situs sudah
mobile optimized?
menyambut ramadan
83%
searches are
from mobile
1. Situs?
● Layout
● Page speed
● Check:
Testmysite.thinkwithgoogle.com
29. Checklist: Apakah situs sudah
mobile optimized?
menyambut ramadan
83%
searches are
from mobile
2. Iklan?
● Above the fold (ATF)
● Responsif terkontrol
● Size (300x250/ 336x280/ 320x100)
● Page Level Ads
● Check: Active view viewable
30. Confidential + Proprietary
Minat untuk Ramadan dimulai satu bulan lebih awal
INTEREST IN RAMADAN (INDEXED)
Ramadan related queries on Google Search and YouTube
Source: Google Internal Data and Google Trends, based on 2016 data in Indonesia
Ramadan 2016
30
33. Confidential + Proprietary 33
Strategi Konten:
Bagaimana perilaku
masyarakat Indonesia
dalam periode
Ramadan?
34. Confidential + Proprietary
Ramadan & Puasa
Saya ingin menjadi orang yang lebih baik
Keagamaan & Doa Melakukan amal
75% YoY3% YoY 13% YoY
Zakat, infaq &
shodaqoh
5.0x
Source: Google Internal Data and Google Trends, Indonesia 2015-2016
34
2.0x10x
Kultum, doa,
cerita nabi
Jadwal puasa,
larangan puasa
+63%
YoY
35. Confidential + Proprietary
Masyarakat Indonesia bersungguh-sungguh mencari cara
untuk melakukan amal di bulan Ramadan
What Why How much WhereHow
pengertian zakat
perbedaan zakat dan
sedekah
perbedaan infaq dan
shodaqoh
sedekah yang paling utama
macam macam sedekah
sedekah dalam islam
rahasia sedekah
ayat tentang keajaiban
sedekah
hadits tentang sedekah
manfaat mukjizat
hikmah sedekah
keutamaan sedekah
yang berhak menerima
sedekah
sedekah yang benar
kepada siapa kita harus
bersedekah
sedekah kepada orang tua
cara berdekah setiap hari
lembaga zakat
badan zakat
zakat online
baznas
infaq dakwah center
program sedekah online
calculator zakat
infaq penghasilan
sedekah penghasilan
berapa persen sedekah dari
penghasilan
sedekah 2 5
Source: Google Internal Data, Indonesia 2016
35
36. I want to look good,
feel good
stay fit & fresh..
Search volumes surrounding Ramadan vs average monthly volumes in 2016
Source: Google Internal Data and Google Trends, Indonesia 2016
36
Makeup hijab
Menghilangkan
jerawat
Gaya rambut
Menurunkan berat
badan saat puasa
1.7x
1.2x
1.6x
5.0x
Puasa sehat
Bau mulut
Olahraga saat puasa
Puasa bagi Ibu hamil/
menyusui
5.0x
2.0x
1.4x
8.0x
+31%
YoY
+21%
YoY
37. Confidential + Proprietary
Waktu makan menjadi momen spesial
Ramandan untuk berbagi
16X 12X 1.4X 2.5X
Ramadan only moments
Sahur on the road
Pasar Ramadan
Ngabuburit
Bukber bareng
Fasting menu
Menu sahur
Menu buka puasa
Takjil buka puasa
Minuman segar untuk
buka puasa
Main dish recipes
Resep opor ayam
Nasi goreng
Cara bikin soto ayam
Bahan bumbu rendang
Cookies & cake
Resep kue kering
Resep kue nastar
Resep kastengel
Red velvet
Source: Google Internal Data and Google Trends, Indonesia 2015-2016
37
+23%
YoY
38. Confidential + Proprietary
Resep yang paling banyak dicari di bulan Ramadan
Source: Google Internal data, Indonesia 2016
38
opor ayam
kue kering
soto ayam es buah
Top recipes consistently searched
across regions:
Top recipes searched by region
43. Confidential + Proprietary
Online prime time during Ramadan on Youtube
aneka resep
10-11
19-20
ngabuburit
17
menu sahur
3
19-20
10-14
menu buka puasa
12-14
kue kering
aneka es
10-14
18-19
11-14
17-20
10-13
18-20
hijab
gaya rambut
18-20
Source: Google Internal Data (YouTube), Indonesia 2016 43
44. Confidential + Proprietary
Online prime time during Ramadan on Youtube
Quran
17-18
lagu religi
doa harian
2-3
17-18
11-14
19-20
donation
ceramah
kultum
mencegah bau mulut
18-20
18-20
18-19
8-10 13
18-20
44Source: Google Internal Data (YouTube), Indonesia 2016
45. Proprietary + Confidential
+25%
+15%
+40%
+15%
+80%
+12%
Telkomsel
XL Axiata
Indosat Oordeoo
Masyarakat mencari data plan internet untuk menyokong kebutuhan
entertainment selama bulan Ramadan.
Source : Various Media News Coverage for Ramadhan 2016
Data Usage Phone & SMS Usage
46. 46
Pencarian data internet bertumbuh sekitar 30% dan mulai naik sekitar 2
minggu sebelum Ramadan.
Cara internetan gratis Paket simpati murah Daftar paket internet simpati XL unlimited Telkomsel siaga
Paket internet murah
Telkomsel
Paket murah simpati loop Cara mengaktifkan paket flash Internet unlimited Freedom Combo
May 16 Jun 16 Jul 16
Samples of Keyword related to Telco
Generic Internet
Internet Deals
Internet Unlimited
2 weeks
before Ramadan
1 week
of Ramadan
1 week
before Eid al Fitr
1 week
after Eid al Fitr
Source : Google Internal Data, 2016
48. Proprietary + Confidential
THR, berita yang ‘paling’ diantisipasi di bulan Ramadan
May 16 Jun 16 Jul 16
Week 5 July, 2016
THR 2016 PPH 21 THR Perhitungan THR Meme THR
THR PNS Gaji THR Peraturan THR Gambar Lucu THR
Samples of Keyword related to THR
THR
49. Confidential + Proprietary
Membeli produk baru menjadi
bagian dari perayaan
49
1.8X Mobile phone
promo
2.8X Baju baru
2X Peralatan
rumah
51. Confidential + Proprietary 51
4.3X 2.8X
Baju baru uplift
model baju terbaru
baju baru
model baju lebaran 2016
trend baju lebaran 2016
Male muslim wear uplift
baju koko
baju koko modern
baju koko 2016
jubah terbaru
3.3X 1.6X
Kids muslim wear uplift
baju koko anak
baju muslim anak
baju muslim anak
perempuan
gamis anak
Female muslim wear
uplift
gamis terbaru 2016
model gamis terbaru
baju gamis
model kaftan modern
Source: Google Internal Data, based on 2016 data in Indonesia
52. Confidential + Proprietary
1.7X
Religious accessories
fashion hijab
model hijab terbaru
hijab modern
tasbih cantik
harga tasbih digital
52
1.3X 1.1X
Bags / luggage
Tas wanita
Model tas terbaru
Harga koper
Backpack
Hair accessories
baju koko anak
baju muslim anak
baju muslim anak
perempuan
gamis anak
Source: Google Internal Data, based on 2016 data in Indonesia
53. Confidential + Proprietary 53
1.6X 1.7X
Watches
jam tangan
jam tangan wanita
jam tangan alexandre
christie
jam tangan pria
1.25X 1.5X
Rings
harga cincin frank & co
cincin swarovski
orori cincin
model cincin chanel
General jewelry
kalung emas
gelang emas
gelang
kalung emas putih
perhiasan emas
Jewelry store
toko emas
toko emas online
toko perhiasan
toko emas jakarta
toko perak
Source: Google Internal Data, based on 2016 data in Indonesia
54. Confidential + Proprietary 54
1.6X
Air cooler / conditioner
pendingin ruangan
sederhana
ac hemat energi
air cooler hemat listrik
air cooler terbaik 2016
1.45X 1.4X
Refrigerator
harga kulkas
harga kulkas 2 pintu
freezer
kulkas
refrigerator
Stove / cookers
kompor listrik
harga oven listrik
kompor gas
oven listrik
harga kompor gas
New home appliance to prepare for welcoming guests
during the festivities
2X
Branded home appliances
kulkas sharp
mesin cuci samsung
harga mesin cuci sharp
mesin cuci sharp
harga blender philips
Source: Google Internal Data, based on 2016 data in Indonesia
55. Confidential + Proprietary
Pencarian Smartphone bertumbuh tinggi di minggu THR,
dan keyword harga & promosi bertumbuh 40%.
55
May 16 Jun 16 Jul 16
1.40X
Smartphone Price
& Promotion
1.00X
Ramadan Period
Generic Smartphone
1.27X
Source : Google Internal Data, 2016
THR Week
2 weeks
before Ramadan
1 week
after Eid Al Fitr
56. Confidential + Proprietary
Smartphone Insight
56
1.3X 1.6X
Overall Smartphone
Samsung J5
Harga Hp Samsung
Xiaomi
Oppo F1
Is the highest uplift
seen in smartphone brand,
Xiaomi, during Ramadan
2016
Uplift for Promo keyword
Promo Samsung Galaxy
Hp Murah
Hp Samsung Murah
Android Murah
Harga Hp Oppo termurah
Mobile Contribution
vs. desktab searches
during Ramadan period
(mobile gain 3% more contribution during
Ramadan vs. non Ramadan month)
0.851.8X
Source : Google Internal Data, 2016
57. Confidential + Proprietary 57
Distribusi pencarian smartphone bedasarkan tier
Low Tier Smartphone Mid Tier Smartphone High Tier Smartphone
1.4X
1.35X
1.25X
Samsung J5
Samsung J2
Oppo Neo 7
Samsung J7
Harga Samsung J5
Samsung J1
Samsung J3
Oppo Neo 5
Asus Zenfone 2
Source : Google Internal Data, 2016
IDR 3.5 Mio - 7 Mio< IDR 3.5 Mio > IDR 7 Mio
Oppo F1
Harga Oppo F1
Oppo F1 Plus
Samsung A5
Samsung A3
Samsung A7
Harga Samsung A5
Samsung A3 2016
Lenovo A7000 Plus
iPhone 6
iPhone 7
Samsung S7
Harga iPhone 6
Harga Samsung S7
Samsung Galaxy S7
Samsung S6
Samsung S7 Edge
Harga iPhone 6S
Promo Samsung S7
searches grow by 1.7X
Promo Samsung Galaxy
Promo Samsung S7
Promo Samsung S7 Edge
58. Confidential + Proprietary
Finance Insight for Ramadan
Cicilan
58
Apply Peaking in April
2017 by 15%
Peaking in June 2017 by
55%
Apr 16 May 16 Jun 16 Jul 16
1.55X
1.20X
1.15X
Apply CC
Reach highest peak in April
& May 2016 and slowing
down during Ramadan
CC Deals
Credit card deals &
promotion are peaking in
3rd week of Ramadan (THR
month) by 20%
Cicilan Keyword
Cicilan 0% keyword are
peaking up by 55% in the
3rd week of Ramadan
Masyarakat juga mencari deal credit card
yang mensupport kebutuhan Ramadan
Ramadan Period
Source : Google Internal Data, 2016
60. Confidential + Proprietary
Bus & mudik terms
bus jakarta bandung
terminal bus surabaya
info mudik brebes
bus jakarta jogja
arus mudik brebes
Masyarakat mudik untuk merayakan kemenangan dengan
keluarga besar...
60
3X 2X
Train - destination & brand
stasiun gambir
jadwal kereta api medan
jadwal kereta api bandung
jadwal kereta solo jogja
stasiun gubeng
Domestic flight
tiket pesawat semarang jakarta
tiket pesawat jogja jakarta
tiket pesawat jakarta jogja
tiket pesawat padang jakarta
flights from jakarta to semarang
airport
2X
Source: Google Internal Data, based on 2016 data in Indonesia
61. Confidential + Proprietary
… ATAU mengundang keluarga besar untuk liburan yang
tidak terlupakan
6161
2.3X
Domestic accommodations
hotel di bandung
pesona alam resort
padma hotel bandung
hotel di cirebon
hotel di bali
2.6X
International flight
flights from jakarta to sydney
flights from jakarta to singapore
flights from jakarta to tokyo
flights from jakarta to seoul
flights from jakarta to hong kong
Source: Google Internal Data, based on 2016 data in Indonesia
62. Confidential + Proprietary
Masyarakat merencanakan tiket kereta 3 bulan sebelumnya.
Untuk bus dan penerbangan domestik, 2 bulan sebelumnya.
Source: Google Internal Data, based on 2016 data in Indonesia
Train ticket surges when KAI announces Lebaran ticket sales
1st KAI ticket sales
announcement
2nd KAI ticket sales
announcement
Lebaran Arus Balik
Train
Bus
Flight
+2.1 x
+2.3 x
63. Confidential + Proprietary
Masyarakat planning pembelian mobil baru atau
servis mobil untuk mudik, jauh sebelum Idul Fitri
63
May
July
June
Search for Car
Ownership Credit
started to rise
Search interest
start to rise for Car
Sales and Car
Service related
keyword
Search interest
highest peak for
Car Sale, and Car
Service related
keyword
Aug
Search interest
maintained high
due to GIIAS
Source : Google Internal Data, 2016
64. Confidential + Proprietary 64
1.25X 1.26X
Mobil Keywords Uplift
“Daihatsu has the highest uplift
+50%, followed by Toyota with
+35% uplift, during Ramadan
2016”
Source : Google Internal Data, 2016
1.45X 1.70X
Kredit Mobil
Keywords Uplift
Kredit mobil bekas
Simulasi Kredit Mobil
Kredit Mobil
Kredit Mobil Murah
Over kredit mobil
Servis Mobil
Keyword Uplift
Bengkel Mobil
Service Mobil
Bengkel Mobil Honda
Service Radiator
Poles Body Mobil
MPV Keyword Uplift
Mobil MPV
Mobil MPV Terbaik
Mobil MPV Murah
MPV Terbaik di Indonesia
Mobil MPV Irit BBM
65. Confidential + Proprietary
Minggu-minggu terpenting berdasarkan topik
-W4 -W3 -W2 -W1 W1 W2 W3 W4 W5 W6
Ramadan
Food & Beverages
About Ramadan, jadwal imsakiyah, prayer times
Bukber, ngabuburit, puasa sehat
Oral care
Beauty
Hijab
Fashion & Apparel
Donation
Mudik
Eid Festive
Music & Entertainment
Source: Google Internal Data (Search), Indonesia 2016
65
68. Confidential + Proprietary
Best Practice
● Gunakan ukuran responsive
● Letakkan di akhir artikel
● Check the Active View lalu
optimasi
Active view yang rendah bearti
majoritas pembaca tidak melihat
matched content anda.
IMPLEMENTATION BEST PLACEMENTS
Di akhir artikel
73. Proprietary + Confidential
Bagaimana Advertiser membidik sebuah inventori?
Open Auction
Programmatic
Direct
● AdWords membeli
berdasarkan vCPM &
CPC.
● Pembeli DBM buyers
menargetkan dan
mengoptimasikan
pembelian berdasarkan
viewability
● Pembeli secara aktif
membidik iklan ATF/
inventori dengan viewability
maksimal
● Dalam campaign
programmatic berskala,
pembeli memilih impressi
iklan berdasarkan kriteria
viewability
76. Proprietary + Confidential
Pembelian AdWords melalui vCPM bertumbuh cepat
Bidding vCPM berumbuh
+80% antara Jan-Jun2016
Revenue rata-rata dari
vCPM bidding naik 3x lipat
antara Jan dan Maret 2016
(demand naik, CPM naik).
Source: AdWords internal dash
77. Proprietary + Confidential
Source: AdWords internal dash
Rata-rata viewability publisher dibawah 50%
58%
Impresi iklan tidak terlihat
IAB menyarankan publisher
untuk mencapai 70%
viewability
Viewability > 70% akan menciptakan keunggulan pasar
84. Confidential + Proprietary
… terutama untuk iklan
horizontal di desktop.
2. Recommended: gunakan iklan dekat “The Fold”.
85. Confidential + Proprietary
Case Study - News site
※RPM is relative to the 2nd rectangle
168 0.25% 49%
Top banner
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153 0.37% 68%
267 0.79% 81%
100 0.19% 28%
025 0.05% 3%
RPM Index
CTR
Viewable
Rate
1rec
2rec
Premium
rec
Bottom
Data source: Google Internal data (Ad Exchange)
The
fold
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3. Recommended: Taruh iklan di daerah yang paling
menarik untuk user
Case Study - Video/Gaming/Quiz Best Practice
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Iklan vertikal biasanya memiliki
probabilitas viewability yang baik karena
mereka tinggal di layar user lebih lama.
Contoh: 300x600 & 160x600
5. Desktop: Konsider penggunaan iklan vertikal
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Sticky Ads adalah iklan yang menempel secara vertikal ketika user melakukan scrolling konten di
desktop.
Ini adalah implementasi yang dilakukan oleh publisher, bukan produk Google (contoh: gunakan JS
untuk membuat posisi div yang fixed).
5. Desktop: Sticky Ads
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Ketentuan Sticky ads
● Format iklan yang diperbolehkan: format dengan lebar (width) 300px atau lebih kecil.
● Sticky ads tidak boleh overlap atau underlap dengan konten lainnya, dan tidak boleh terlalu
dekat dengan konten, navigasi situs (termaksud scrollbars) atau iklan lainnya. Hal ini berlaku
termaksud untuk design responsif. Ketentuan lain dan cara implementasinya saya attach di
email ini.
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Untuk mendapatkan Sticky ads:
1. Get Whitelisted!
2. Login to your AdSense account
3. Visit the My ads tab
4. From the sidebar, choose Ad Units
5. Click "New ad unit"
6. Name the ad unit. E.g. sticky ad
7. Choose the Ad size
8. Click Save and get code
9. Click on My ads tab
10. You will see the Ad Unit ID in the Content > Ad Units page
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Note:
AdX/AdSense policy does not
allow for a 300x250 or larger
unit to be visible above the fold.
Tips:
If you’re currently using 300x50
as a “leaderboard”, try 320x100.
8. mWeb: Coba 300x250/ 336x280
300x250/
336x280
320x100
300x250
320x100
Above the
fold (ATF)
Below the
fold (BTF)
Peak ATF
300x250/
336x280
The
fold
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9. Always do an A/B Test
● Note: Sometimes, high viewability sizes
won’t have the highest CPM’s on
average. Demand and CPC play a large
factor.
● Should I prioritize my mobile vs.
desktop set ups?
● Would the recommendation fits my
market/ site vertical?
Always do an A/B Test!
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“Apa yang paling tidak disukai saat browsing
melalui smartphone?”
Encountering
unplayable videos
Getting redirected to
the homepage
Waiting for slow
pages to load
Being shown
interstitials
Other – Let us know in
the comments
14%
13%
46%
16%
11%
In this survey and others, speed is the #1 feature, not additional product enhancements
Source: Google Webmaster Central Blog: “#MobileMadness: a campaign to help you go mobile-friendly” (posted: Monday, April 27, 2015)
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mWeb Viewability extremely responsive to page speed
● 1 second improvement in
page speed = ~1-2%
viewability increase
● Faster Pages Decrease User
Bounce Rate
● Faster Pages Increase User
Engagement
(Pageviews/Visit, Session
Length)
Source: Google DFP Active View data, webpastetest.org (global)
Improve page speed for better ad performance & better UX.
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PageSpeed Insights:
https://developers.google.com/spe
ed/pagespeed/insights/
It can analyze the content of a web page, then
generate suggestions to reduce latency and
make the page load faster. When pages load
faster, ads load faster and viewability rates go
up.
1. Measure & optimize page speed with PSI Tool
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This is a content retrieval method that only loads
content and ads that are in view, or that are about
to be viewed.
When correctly implemented, it increases
viewability rates by decreasing the impressions
that are served out of view.
Tips: Implementing infinite scroll with lazy
loading will allow you effectively to monetize long
pages and engage users with additional ads/
without slowing down initial page load.
2. Consider lazy loading
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...with the Google Publisher Tags
(GPT) API and Google AdSense
Tags.
They can be used to begin loading ads at the
same time as all other assets on the page.
This loads the ads faster and viewability rates
go up.
3. Consider asynchronous loading