Jika kita bandingkan dari sisi targeting antara Facebook dan Google, maka Google akan lebih unggul dari sisi "needs" (kebutuhan) karena orang mencari sesuatu di mesin pencari dengan kata kunci tertentu karena dia membutuhkan hal yang dicari itu, artinya jika jumlah audience (visitor website) dari Google dibandingkan dengan audience iklan facebook (penonton iklan), audience dari Google akan lebih sedikit namun tertarget. Nah, dalam hal ini dengan targeting iklan facebook yang masih "broad" maka perlu optimalisasi diluar targeting biasanya. Tips iklan facebook kali ini akan membahas pemanfaatan Graph Search , atau kita sebut mesin pencarinya facebook yang memungkinkan kita untuk menemukan orang-orang yang potensial untuk bisnis kita.
Sekilas ketika kita bandingkan audience Google dan Facebook:
Audience Google : Orang yang memiliki "Needs"
Audience Facebook: Membidik market dimana yang memiliki "Needs" di atas berkumpul dalam suatu spesifikasi/ciri-ciri.
Artinya apa? Ketika kita memanfaatkan facebook untuk bisnis, maka sebenarnya kita membutuhkan 2 langkah untuk menemukan orang yang memiliki daya beli (needs) di atas, yaitu 1) mengumpulkan market 2) melakukan penawaran kepada mereka dengan konten kita.
Contoh: Untuk produk pelangsing.
Audience Google langsung mengetik: Jual Obat Pelangsing
Audience Facebook: kita membidik market-market yang diidentifikasi banyak berkumpul peminat produk pelangsing, misal dengan target iklan dengan spesifikasi wanita, usia di atas 23th, menikah, suka program diet, hoby menurunkan berat badan, dll.
Banyak segmen market-market yang bisa kita temukan dengan tertarget dengan memanfaatkan Query-query di pencarian Graph Search. Graph Search memakai query (kata-kunci) yang fixed, artinya kita tidak bisa memasukan sembarang kata kunci pencarian untuk menganalisa audience iklan dengan memanfaatkan Graph Serach ini.
Kumpulan Query Graph Search
Beberapa kata untuk menyusun query adalah sebagai berikut, dan masih banyak lagi, jika Anda mengerti bahasa inggris, Anda dapat meng-explore lebih dalam query lain dengan syarat yang mana query tersebut aktivitas nya ada di facebook:
people
group
fans
events that are
place
work
go to
were born
are male
are female
visited
check-in
married
engaged
use
live
near
friend
follower
join
like
graduated in
study at
student
over x years old
belong to
video
photos
commented on photos
interacted with photos
music
movies
following
admins of
members of
location
hometown
current city
position
employers
school
degree
time period
class year
religious
languages
named
gender
apps x use
read
admire
watch
listen
drink
eat
Contoh penerapan query-query:
Anda dapat mengganti huruf-huruf x dibawah ini sesuai dengan kebutuhan Anda
-Membidik group yang mana kebanyakan orang suka/hoby dengan x:
Groups of people who like x and like x
-Membidik fanpage dimana kebanyakan orang yang ngelike adalah hoby/suka x:
Pages liked by people who like x and x
- Membidik fans yang like terhadap fanpage x dan y (Jika Anda biasanya menggunakan interest untuk menarget iklan, itu sebenarnya penghitungannya adalah memakai alogaritma "atau" bukan "dan", contoh jika menarget interest A, B, C , maka artinya Anda membidik orang-orang yang suka terhadap A atau B atau C. Nah jika menggunakan Graph Search ini Anda bisa makin yakin bahwa audience benar-benar tertarget karena Anda dapat menambahkan query "dan", misal:
Fans of x and x
- Membidik temannya si x (misal si X berprofesi sebagai artis, dokter, atau yang lainnya yang temannya sangat potensial untuk kita target sebagai audience iklan, atau juga follower nya jika dia memiliki follower:
People who are friends of x
People who are followers of x
- Membidik audience bisnis yang terkait lokasi:
People who like x and near x
Tambahan Lengkap dan Contoh:
- dentist offices in x-city/state
- dentist offices near x-city/state
- dentis offices near x-location
- doctors near x-city/state
- doctors near x-location
- dermatology clinics near x-city/state
- dermatology clinics in x-city/state
- dermatology clinics near x-location
- skin care places near x-city/state
- skin care places in x-city/state
- landscaping places near x-city/state
- landscaping places in x-city/state
- landscaping places near x-location
- home improvement places near x-city/state
- home improvement places in x-city/state
- home improvement places near x-location
- apartment & condo buildings near x-city/state
- apartment & condo buildings in x-city/state
- apartment & condo buildings near x-location
- art galleries near x-city/state
- art galleries in x-city/state
- art galleries near x-location
Find Businesses / Places:
- places in x-city
- places that x-friend visited
- places that people who work at x visited
- places that people who work at x and like x visited
- places that people who work at x and live in x visited
- movies liked by people who live in x-city/state
- movies liked by people who work at x
- movies liked by people who go to x-school
- movies liked by people who like x
- movies liked by people who visited x
- movies liked by people who visited x-city/state
- movies liked by people who live in x-city/state and like x
- movies liked by people who live in x-city/state and work at x
- movies liked by people who live in x-city/state and go to x-school
- movies liked by people who live in x-city/state and visited x
- movies liked by people who live in x-city/state and visited x-city/state
- movies liked by people who work at x and live in x-city/state
- movies liked by people who work at x and go to x-school
- movies liked by people who work at x and like x
- movies liked by people who work at x and visited x
- movies liked by people who work at x and visited x-city/state
- movies liked by people who like x and live in x-city/state
- movies liked by people who like x and work at x
- movies liked by people who like x and go to x-school
- movies liked by people who like x and visited x
- movies liked by people who like x and visited x-city/state
- movies liked by people who visited x and live in x-city/state
- movies liked by people who visited x and work at x
- movies liked by people who visited x and go to x-school
- movies liked by people who visited x and like x
- movies liked by people who visited x and visited x
- movies liked by people who visited x and visited x-city/state
- movies liked by people who visited x-city/state and live in x-city/state
- movies liked by people who visited x-city/state and work at x
- movies liked by people who visited x-city/state and go to x-school
- movies liked by people who visited x-city/state and like x
- movies liked by people who visited x-city/state and visited x
- movies liked by people who visited x-city/state and visited x-city/state
- music liked by people who live in x-city/state
- music liked by people who work at x
- music liked by people who go to x-school
- music liked by people who like x
- music liked by people who visited x
- music liked by people who visited x-city/state
- music liked by people who live in x-city/state and like x
- music liked by people who live in x-city/state and work at x
- music liked by people who live in x-city/state and go to x-school
- music liked by people who live in x-city/state and visited x
- music liked by people who live in x-city/state and visited x-city/state
- music liked by people who work at x and live in x-city/state
- music liked by people who work at x and go to x-school
- music liked by people who work at x and like x
- music liked by people who work at x and visited x
- music liked by people who work at x and visited x-city/state
- music liked by people who like x and live in x-city/state
- music liked by people who like x and work at x
- music liked by people who like x and go to x-school
- music liked by people who like x and visited x
- music liked by people who like x and visited x-city/state
- music liked by people who visited x and live in x-city/state
- music liked by people who visited x and work at x
- music liked by people who visited x and go to x-school
- music liked by people who visited x and like x
- music liked by people who visited x and visited x
- music liked by people who visited x and visited x-city/state
- music liked by people who visited x-city/state and live in x-city/state
- music liked by people who visited x-city/state and work at x
- music liked by people who visited x-city/state and go to x-school
- music liked by people who visited x-city/state and like x
- music liked by people who visited x-city/state and visited x
- music liked by people who visited x-city/state and visited x-city/state
- restaurants in x-city/state
- restaurants near x-city/state
- restaurants near x-location
Find American Restaurants / Burgers / Coffee / BBQ:
- american restaurants in x-city/state
- american restaurants near x-city/state
- american restaurants near x-location
- barbecue restaurants in x-city/state
- barbecue restaurants near x-city/state
- barbecue restaurants near x-location
- bars & grills in x-city/state
- bars & grills near x-city/state
- bars & grills near x-location
- bbq restuarants in x-city/state
- bbq restuarants near x-city/state
- bbq restuarants near x-location
- breakfast & brunch places in x-city/state
- breakfast & brunch places near x-city/state
- breakfast & brunch places near x-location
- burger restaurants in x-city/state
- burger restaurants near x-city/state
- burger restaurants near x-location
- cafes in x-city/state
- cafes near x-city/state
- cafes near x-location
Find Asian / Indian Food:
- asian restaurants in x-city/state
- asian restaurants near x-city/state
- asian restaurants near x-location
- chinese restaurants in x-city/state
- chinese restaurants near x-city/state
- chinese restaurants near x-location
- indian restaurants in x-city/state
- indian restaurants near x-city/state
- indian restaurants near x-location
- korean restaurants in x-city/state
- korean restaurants near x-city/state
- korean restaurants near x-location
- pho restaurants in x-city/state
- pho restaurants near x-city/state
- pho restaurants near x-location
- thai restuarants in x-city/state
- thai restuarants near x-city/state
- thai restuarants near x-location
- vietnamese restaurants in x-city/state
- vietnamese restaurants near x-city/state
- vietnamese restaurants near x-location
Find European / Mediterranen Cuisine:
- french restaurants in x-city/state
- french restaurants near x-city/state
- french restaurants near x-location
- italian restaurants in x-city/state
- italian restaurants near x-city/state
- italian restaurants near x-location
- mediterranen restaurants in x-city/state
- mediterranen restaurants near x-city/state
- mediterranen restaurants near x-location
- pizza places in x-city/state
- pizza places near x-city/state
- pizza places near x-location
- lebanese restaurants in x-city/state
- lebanese restaurants near x-city/state
- lebanese restaurants near x-location
Find Tacos and Mexican Food:
- mexican restaurants in x-city/state
- mexican restaurants near x-city/state
- mexican restaurants near x-location
Find Other Ethnic Restaurants:
- ethiopian restaurants in x-city/state
- ethiopian restaurants near x-city/state
- ethiopian restaurants near x-location
- pakistani restaurants in x-city/state
- pakistani restaurants near x-city/state
- pakistani restaurants near x-location
- persian restaurants in x-city/state
- persian restaurants near x-city/state
- persian restaurants near x-location
- russian restaurants in x-city/state
- russian restaurants near x-city/state
- russian restaurants near x-location
- seafood restaurants in x-city/state
- seafood restaurants near x-city/state
- seafood restaurants near x-location
STALK, I MEAN FIND, NEW PEOPLE
Find People by where they work:
- people who work at x
- friends of people who work at x
- people who work with me at x
Find People by Pages they like:
- people who like x and x
- people who like x and visited x
- people who like x and visited x-city/state
Find People You Don't Know but Might Want to Know:
- people who are not my friends that work at x
- people who are not my friends that like x
- people who are not my friends that live in x-city
- people who are not my friends that go to x-school
- people who are not my friends that work at x and live in x-city
- people who are not my friends that work at x and go to x-school
- people who are not my friends that work at x and like x
- people who are not my friends that work at x and visited x
- people who are not my friends that work at x and visited x-city/state
- my friends that work at x
- my friends that like x
- my friends that live in x-city
- my friends that go to x-school
- my friends that work at x and live in x-city
- my friends that work at x and go to x-school
- my friends that work at x and like x
- my friends that work at x and visited x
- my friends that work at x and visited x-city/state
- my friends who work at x
- my friends who like x
- my friends who live in x-city
- my friends who go to x-school
- my friends who work at x and live in x-city
- my friends who work at x and go to x-school
- my friends who work at x and like x
- my friends who work at x and visited x
- my friends who work at x and visited x-city/state
- groups of people who like x
- groups of people who like x and x
- groups of people who like x and go to x-school
- groups of people who like x and visited x
- groups of people who like x and visited x-city/state
Find People By Where they Work:
- people who work at x and like x
- people who work at x and live in x-city/state
- people who work at x and go to x-school
- people who work at x who visited x
- people who work at x who visited x-city/state
- people who work at x and like x and x
- people who work at x and live in x-city/state and visited x
- people who work at x and live in x-city/state and go to x-school
- people who work at x and go to x-school and visited x
- people who work at x and go to x-school and like x
- people who work at x who visited x and live in x-city/state
- people who work at x who visited x and go to x-school
- people who work at x who visited x and like x
- people who work at x who visited x-city/state
DISCOVER WHAT PEOPLE LIKE
Find Out What People Like:
- favorite interests of x-person
- favorite interests of people who like x
- favorite interests of people who live in x
- favorite interests of people who like x and live nearby
- favorite interests of people who like x and live in x-city/state
- favorite interests of people who like x and visited x
- favorite interests of people who like x and work at x
- pages liked by people who like x
- pages liked by people who live in x-city/state
- pages liked by people who like x and work at x
- pages liked by people who like x and live in x-city/state
- pages liked by people who like x and go to x-school
- pages liked by people who like x and visited x
- pages liked by people who like x and visited x-city/state
- pages liked by people who live in x-city/state and work at x
- pages liked by people who live in x-city/state and go to x-school
- pages liked by people who live in x-city/state and visited x
- pages liked by people who live in x-city/state and visited x-city/state
- pages liked by people who live in x-city/state and like x
- fans of x and x
- fans of x and x who live in x-city/state
- fans of x and x who go to x-school
- fans of x and x who visited x
- fans of x and x who visited x-city/state
- fans of x and x who work at x
- fans of x and x who like x
Hal-hal yang di atas adalah mengenai audienc-nya (calon penonton iklan), bayangkan, Anda bisa menarget dengan orang-orang yang sangat tertarget dengan berbagai macam varian spesifikasi di atas. Namun, kita tidak bisa menarget mereka melalui Ads manager, kita harus mengumpulkan data mereka terlebih dahulu menggunakan Tools yang sebelumnya saya pernah ulas.
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