Learning

Progress
Review
Key Opinion Leaders (KOL),
Design Thinking, Google Ads

W6 - PRODIGI
KEY OPINION LEADER (KOL),
DESIGN THINKING
&
GOOGLE ADS
By PRODIGI (Tania, Jilie, Kharissa)

2
1.
Key Opinion Leader
(KOL)
Let’s start with the first set of slides

3
Mengenal Online Influencer dan
Influencer Marketing

Online Influencer adalah seseorang yang memberikan pengaruh

dan dampak yang besar kepada audience di digital media dalam
pengambilan keputusan.

Influencer Marketing adalah pemasaran suatu produk atau

jasa melalui ulasan yang diberikan oleh online influencer.

4
Pentingnya Melakukan Kolaborasi
dengan Online Influencer
1. Online influencer adalah orang-orang yang
dapat memberikan pengaruh dan
menumbuhkan rasa penasaran

2. Online influencer adalah orang yang memiliki

hubungan yang kuat dan dapat dipercaya
Build product
awareness
oleh audience

Attracting Build brand

new awareness
market

5
Klasifikasi Online Influencer
By Followers Numbers

6
Klasifikasi Online Influencer
By Type of Contents

Bloggers Youtuber Podcaster Social Post

By Level of Influence

Celebrities
Social Media
Funny Trendy Stylish Good looks
Savvy

Key Opinion Leader

Thought Social Media
Likeable Successful Funny
Leaders Savvy

7
Memulai Influencer Marketing

Identify objective and

1 5 Influencer selection
TG

2 Competitor analysis 6 Format selection

Brief template & key

3 7 Creative execution
requirements

Influencer mix based Reporting

4 8
on objective

8
Awareness and Sales are the Main
Objectives for Running an Influencer
Campaign

The State of Influencer Marketing 2021: Benchmark Report (influencermarketinghub.com)

9
9 Hal yang perlu dipertimbangkan dalam
melakukan kolaborasi dengan Influencer

Relevant
audience for Authenticity Frequency
brand

Average ER Value Reliability

Content Audience
Relevance
Quality quantity

10
Checking relevancy to the brand and
campaign

Are they relateable with type products you you want to puss?

Are they working with other Brand on the similar products?

Do they have a good deliverable and taste that same as our

brand?

Are they going to genuinely love your products?

Do they have a relationship with us or other brand before?

11
Tools untuk ER Influencer

Engagement Calculator Manager | Phlanx

Tools untuk cek

followers dari Influencer

Check an influencer before paying them

12
Pemilihan Format Content

The State of Influencer Marketing 2021: Benchmark Report (influencermarketinghub.com)

13
Common ways in collaborating with
Influencers

Product
Product Review Promotion Code
Collaboration

Unboxing Giveaway Guest in events

How to video
Challenge Built-in program
(tutorial video)

14
Evaluating Influencer Marketing

The State of Influencer Marketing 2021: Benchmark Report (influencermarketinghub.com)

15
Tantangan dalam melakukan influencer
marketing

The State of Influencer Marketing 2021: Benchmark Report (influencermarketinghub.com)

16
2.

Design Thinking
Let’s start with the first set of slides

17
Design Thinking

Hard skill Soft skill

(Technical) (Self-development)

18
WHAT is Design Thinking

“a philosophy and a set of tools to help

you solved problem creatively.”

19
Design Thinking Journey

Collect Collect Collect Collect

EMPATHIZE Feedback DEFINE Feedback IDEATE Feedback PROTOTYPE Feedback TEST

20
Design Thinking Journey

EMPATHIZE DEFINE IDEATE PROTOTYPE TEST

Research Your Users’ State Your Users’ Challenge Assumption Start To Create Try Your Solutions Out:
Needs: Needs & Problems: and Create Ideas: Solutions: ● Test to the
● Who am I ● What are the ● Solutions ● Create end-user.
making this for? users needs? ● Ideas Minimum Viable ● Expect
● What is their ● What are their ● Potential Product (MVP) feedback.
problem? problems? matches ● Inexpensive ● Iterative.
● What do these ● What are their ● Scaled-down
people do? challenges?
● What are the
insights I can
use?

21
Empathize Tools
Assume A Beginner Mindset
● Forget your assumptions and
personal belief.
● Misconceptions or stereotypes
limit the amount of real
empathy you can build.
● A beginner’s mindset allows you
to put aside biases and
approach, and design with
“fresh eyes”.
Ask the 5 Whys Empathy Map
Repeating the Why question 5 times to ● Say: quotes from what users say
identify the root cause of a during interview.
problem. ● Think: what users seems to think.
● Do: actions that the user takes
Some useful rules: during the experiment.
● Write down the problem and make ● Feel: the user’s emotional state.
sure that all people understand it.
● Distinguish causes from symptoms.
● Pay attention to the logic of
cause-and-effect relationship.
● Assess the process, not people.
● Never leave “human error”, “worker’s
inattention”, “blame Adit” etc, as the
root cause.
● When you form the answer for
question “Why” – it should happen
from the user’s point of view.
Ideate Tools

Mindmapping:

Begin with the main Add branches to the main

concept concept

Explore topics by adding Add images and colors

more branches (optional)

23
3.

Google Ads
Let’s start with the first set of slides

24
GOOGLE ADS ECOSYSTEM

VIDEO DISPLAY
★ YouTube ★ Google Display Network
★ DV360 (Programmatic) (GDN)
★ DV360 (Programmatic)

SEARCH
★ Search Ads
★ SA360 (Programmatic)
★ Shopping
★ App Campaign

25
SEARCH SEARCH ENGINE RESULT
ADS PAGE ANATOMY
Search query

Paid Search Result

(SEM)

Organic Search Result

(SEO)

26
SEARCH SEARCH ENGINE RESULT
ADS PAGE (AD ANATOMY)
Display URL

Description

Headline

Extensions

27
SEARCH
ADS

28
SEARCH UNIVERSAL APP
ADS CAMPAIGN (UAC)

Universal App Campaigns (UAC) are an automated ad type in Google

Ads that help advertisers generate more app installs and/or drive
in-app conversions. They do this by using machine learning to identify
your best performing ads and show them to the most relevant users.

29
SEARCH METRICS
Cost per Click (CPC)
Impressions Search Ads are sold in Click Through Rate (CTR)
The number of times an ad auctions where the Clicks/Impressions Higher the
has appeared. advertisers is charged a better.
certain price per click.

Bids & Budget

Quality Score Ad Position
Bids - the max CPC you are
Between 1 - 10 The position in which your ad
willing to pay
Higher the score lower your shows on a Google Result
Budgets - daily campaign
CPC. Page
caps on spend

Campaign Adgroup Keywords

Ads structure to categorize Ads structure to regroup Type of words that being
your ads based on client’s similar keywords under one searched by Google user
website. campaign when they are searching.

30
DISPLAY GOOGLE DISPLAY
ADS NETWORK

Google Display Network

(GDN) is a group of more
than 2 million websites,
videos, and apps where
your Google Ads can
appear.

31
DISPLAY RESPONSIVE DISPLAY
ADS ADS

Responsive display ads are replacing responsive ads

as the default ad type for the Display Network. They
can be used in standard Display campaigns as well
as Smart Display campaigns. To create a responsive
display ad, upload your assets (images, headlines,
logos, videos, and descriptions), and Google will
automatically generate ads to be shown on the
Google Display Network.

32
DISPLAY DV360
ADS

Display & Video 360 is a single,

integrated tool that helps creative,
data, and media teams work
together to execute end-to-end
campaigns DV360 helps you
when you want to reach
publishers outside of Google
Partner (e.g : AdColony, Inmobi,
etc).

33
DISPLAY METRICS
Cost Per Mille (CPM)
Price to get 1000 impressions for your
ad.
Primarily use for branding campaigns.
Ad Space
Any space within a web page or
application that has been reserved for
display targeting.
Frequency Capping
Describes the number of times the
same ad is shown to the same visitor
during a particular sessions or time
frame.
Cost per Click (CPC)
Publisher gets paid if user clicks on a
ad no matter how many impressions
they serve trying to get the click.
Ad Unit
Any defined advertising vehicle that
can appear in ad space inside a
webpage or application.
Publishers
Company that provides sites and/or
facilitates the delivery of advertising
via one or more sites.
Cost per Action (CPA)
Only pay for media when it results in a
sales or conversions.
Ad Network
Think of it as a middleman that
connects advertisers with publishers.
These often use a proprietary tech to
place display ads across various
sources of publishers inventory.
Cookie
Information placed on a visitors
computer or mobile device by a web
server that can be stored or retrieved
when the site is accessed.
Cookie are generally used as unique
identifiers to record user behaviours.
34
VIDEO YouTube Advertising
ADS Formats

35
VIDEO YouTube
ADS

36
VIDEO DV360
ADS

When you want to reach

outside YouTube.

37
DISPLAY AND VIDEO
SIGNAL TARGETING

CONTEXTUAL
(KEYWORDS) DEMOGRAPHIC

BEHAVIORAL
RETARGETING TARGETING (AFFINITY)

PLACEMENT AUDIENCE
(WEBSITE) (CRM)

38
VIDEO METRICS
Viewability User Generated Content
Pre/During/Post-Roll
A viewable impressions which (UGC)
A linear video ad spot that
has been verified as being Media content submitted by
appears before, during, or after
seen by an actual person users that may be publicly
the video content the user is
based on conditional available to the consumer
going to view.
parameters. audience.

View Through Rate (VTR)

Cost Per View Completion Rate
% of a view viewed by a user.
View/Cost Metrics to show how many
View/Impressions.
Metrics for advertiser to pay users watched the video ads
It is a metric that shows where
based on certain conditions 100% compare the impressions
consumers are dropping off
when user view the ad. being served.
from a video advertising.

Cost per Completion Rate

Completion rate absolute
number of users divided by ad
spend.

39
GOOGLE ADS DASHBOARD
HIERARCHY
MCC
(MY CLIENT CENTER)

ACCOUNT A ACCOUNT B

CAMPAIGN A CAMPAIGN A CAMPAIGN B CAMPAIGN B

ADGROUP ADGROUP ADGROUP ADGROUP

40
KNOWING WHEN TO
USE WHAT

ONLINE VIDEO, YOUTUBE

AWARENESS
ONLINE VIDEO, YOUTUBE,
DISPLAY
INTEREST

DISPLAY, SEARCH
DESIRE

SEARCH
ACTION

41
Thanks!
Prodigi Team

42