Panduan strategi paid advertising Divistant — Google Ads, LinkedIn Ads, retargeting, budget allocation, dan performance optimization. Paid media adalah accelerator yang melengkapi organic efforts untuk mendapatkan reach dan leads lebih cepat. Diselaraskan dengan nilai Impact (setiap rupiah harus terukur hasilnya) dan Courage (berani invest di channel yang terbukti) dari CIRCCA.
Kapan & Untuk Siapa
Tujuan & Outcome
| Tujuan |
Outcome |
| Accelerate lead generation beyond organic |
Paid contributes ≥20-30% of total MQLs |
| Targeted reach ke ICP accounts |
≥80% ad impressions ke ICP-fit audience |
| Maintain efficient cost per lead |
Cost per MQL within budget target |
| Support content distribution dan events |
≥2x organic reach untuk promoted content |
Definisi Istilah
| Istilah |
Definisi |
| CPC |
Cost Per Click — biaya per klik pada iklan |
| CPM |
Cost Per Mille — biaya per 1000 impressions |
| CPL |
Cost Per Lead — biaya per lead yang dihasilkan |
| ROAS |
Return On Ad Spend — revenue dibagi ad spend |
| Retargeting |
Menampilkan ads ke orang yang sudah visit website/engage sebelumnya |
| Lookalike Audience |
Audience yang mirip dengan existing customers/leads |
| Quality Score |
Skor Google Ads yang mempengaruhi ad rank dan CPC |
| Conversion Rate |
Persentase clickers yang melakukan desired action |
Channel Strategy
Paid Channel Matrix
| Channel |
Tujuan |
Audience |
Budget Share |
Best For |
| Google Search Ads |
Capture intent |
People searching for solutions |
35-40% |
High-intent keywords, competitor terms |
| LinkedIn Ads |
Targeted B2B reach |
Decision makers by title/company |
35-40% |
Brand awareness, content promotion, ABM |
| Google Display/Retargeting |
Stay top-of-mind |
Website visitors, similar audiences |
15-20% |
Retargeting, awareness |
| YouTube Ads |
Video engagement |
Researching audience |
5-10% |
Webinar promotion, thought leadership |
Google Search Ads Strategy
| Campaign Type |
Keywords |
Landing Page |
Bid Strategy |
Goal |
| Brand |
"Divistant", "BizOps Divistant" |
Homepage |
Maximize clicks |
Brand protection |
| Service |
"jasa konsultan IT", "implementasi ERP" |
Service pages |
Target CPA |
Lead generation |
| Problem |
"cara modernisasi legacy system" |
Blog/Pillar pages |
Maximize conversions |
TOFU awareness |
| Competitor |
Competitor brand names |
Comparison page |
Manual CPC |
Conquest |
LinkedIn Ads Strategy
| Campaign Type |
Format |
Targeting |
Goal |
| Content promotion |
Sponsored Content |
Job title + industry + company size |
Engagement, traffic |
| Lead gen |
Lead Gen Forms |
Job title + industry + seniority |
Direct lead capture |
| ABM |
Sponsored Content / InMail |
Target account list |
Account engagement |
| Retargeting |
Sponsored Content |
Website visitors, video viewers |
Conversion |
| Brand |
Sponsored Content / Video |
Broad professional targeting |
Awareness |
LinkedIn Targeting Best Practices
| Dimension |
Recommendation |
| Job Title |
CTO, CDO, CEO, VP IT, IT Director (match ICP) |
| Company Size |
50-5000 employees |
| Industry |
Financial, Manufacturing, Retail, Healthcare |
| Seniority |
VP+, Director, Manager |
| Geography |
Indonesia (primary), SEA (secondary) |
| Audience size |
20,000-100,000 per campaign |
Budget Framework
Budget Allocation Model
| Category |
% of Total Paid Budget |
Tujuan |
| Lead generation (Search + LinkedIn Lead Gen) |
50% |
Direct MQL generation |
| Content promotion (LinkedIn + Display) |
25% |
Amplify high-value content |
| Brand awareness (Display + Video) |
15% |
Build top-of-mind awareness |
| Testing/Experimentation |
10% |
Try new channels, audiences, formats |
Budget Scaling Rules
| Condition |
Action |
| CPL below target AND volume available |
Increase budget 20% |
| CPL above target |
Optimize targeting, pause underperformers, reallocate |
| ROAS positive (pipeline generated > 5x spend) |
Consider scaling significantly |
| Campaign consistently underperforming (30 days) |
Pause, analyze, rebuild |
Retargeting Strategy
Retargeting Audiences
| Audience |
Window |
Ad Message |
Priority |
| Website visitors (all) |
90 days |
Brand awareness, content offer |
Medium |
| Blog readers |
60 days |
Related content, lead magnet |
Medium |
| Service page visitors |
30 days |
Case study, consultation CTA |
High |
| Contact page visitors (no convert) |
14 days |
Urgency/incentive to complete |
Very High |
| Content downloaders |
60 days |
Next-step content, demo offer |
High |
| Webinar attendees |
30 days |
Follow-up content, consultation |
High |
KPI per Channel
| Channel |
Primary KPI |
Secondary KPI |
Target |
| Google Search |
Cost per MQL |
Conversion rate, Quality Score |
CPL < Rp [target] |
| LinkedIn |
Cost per lead, engagement rate |
CTR, frequency |
CPL < Rp [target] |
| Display/Retargeting |
CTR, conversions |
View-through conversions, frequency |
CTR > 0.1% |
| YouTube |
View rate, watch time |
Conversions from video |
View rate > 15% |
Optimization Cadence
| Timeframe |
Action |
| Daily |
Check spend pacing, pause obvious underperformers |
| Weekly |
Review campaign metrics, adjust bids, add negative keywords |
| Bi-weekly |
A/B test review (ads, landing pages), audience refinement |
| Monthly |
Full performance report, budget reallocation, strategy review |
| Quarterly |
Channel mix review, major strategy pivots, budget planning |
Ad Creative Guidelines
Ad Copy Best Practices
| Element |
Guideline |
| Headline |
Benefit-focused, specific, include keyword (Google) |
| Description |
Expand on benefit, include CTA, differentiator |
| CTA |
Clear action: "Download", "Daftar Sekarang", "Hubungi Kami" |
| Tone |
Professional, confident, value-first (not pushy) |
| Language |
Match audience — Bahasa Indonesia for local, English for regional |
| Format |
When to Use |
Specs |
| Single Image |
Content promotion, general awareness |
1200x627px, <150 chars intro |
| Carousel |
Multiple benefits/features, storytelling |
2-10 cards, 1080x1080px each |
| Video |
Thought leadership, demos, testimonials |
<30 sec for awareness, <3 min for consideration |
| Lead Gen Form |
Direct lead capture |
Pre-filled fields, <5 questions |
| Message Ad (InMail) |
ABM, personal outreach |
Personalized, <500 words |
Flow di BizOps
| Kebutuhan |
Module |
Detail |
| Lead tracking |
CRM |
Track leads from paid sources (UTM tagging) |
| Campaign budget tracking |
Notes/Custom |
Track spend vs budget per channel |
| Landing page creation |
Website Builder |
Campaign-specific landing pages |
| Form capture |
Web Form |
Lead gen forms → CRM |
| ROI calculation |
Custom Report |
Compare ad spend vs pipeline generated |
Skenario Umum
Skenario 1: High CPL di LinkedIn
Situasi: LinkedIn CPL 3x lebih tinggi dari target.
Tindakan: (1) Review targeting — terlalu niche? Expand audience size. (2) Test different ad formats — Lead Gen Form vs Traffic. (3) Improve ad creative — stronger hook, clearer value prop. (4) Review landing page — apakah conversion-optimized? (5) Consider content offer — gated content vs direct demo CTA.
Skenario 2: Google Ads traffic tidak convert
Situasi: CTR bagus (3%+) tapi landing page conversion <1%.
Tindakan: (1) Message match — apakah ad copy sesuai dengan landing page headline? (2) Page speed — slow page kills conversion. (3) Form audit — terlalu banyak fields? (4) Social proof — ada testimonial/trust signals? (5) Mobile experience — apakah form easy di mobile?
Checklist
Campaign Launch Checklist
Tanggung Jawab
| Aktivitas |
Marketing Lead |
Digital Mkt |
Content Mkt |
Design |
| Paid media strategy |
R/A |
R |
C |
I |
| Campaign setup & management |
A |
R |
I |
I |
| Ad creative (copy) |
A |
R |
R |
I |
| Ad creative (visual) |
A |
C |
I |
R |
| Landing page creation |
A |
R |
C |
R |
| Budget management |
R/A |
R |
I |
I |
| Performance reporting |
R |
R |
I |
I |
| Optimization |
A |
R |
I |
I |
R = Responsible, A = Accountable, C = Consulted, I = Informed
Referensi
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