📊 METRIC #1: ROAS (Return on Ad Spend)

LEVEL 1 — BEGINNER: ANALOGI SEDERHANA

🎯 Bayangan Sederhananya:

Kamu punya toko kopi.

• Kamu invest $100 untuk beli biji kopi
• Kamu jual kopi dan hasilkan $300 revenue
• Berarti dari $100, kamu dapat $300 → ROAS = 3:1 (atau 300%)

Sekarang untuk Google Ads:

• Kamu invest $1,000 untuk iklan
• Kamu dapat leads yang convert jadi $4,000 revenue
• Berarti ROAS = 4:1 (atau 400%)

Interpretation:

• ✅ ROAS 4:1 = Bagus! Untuk setiap $1 yang dihabiskan, dapat $4 revenue
• ⚠️ ROAS 1:1 = Break even. Input sama dengan output
• ❌ ROAS 0.5:1 = Rugi! Habis $1, dapat revenue $0.50 saja

LEVEL 2 — INTERMEDIATE: FORMULA & CALCULATION

📐 Formula ROAS:

ROAS = Total Revenue / Total Ad Spend

Contoh:
  Total Ad Spend  = $1,000
  Total Revenue   = $4,000
  ROAS = $4,000 / $1,000 = 4.0

🔍 Breakdown lebih detail:

Dari $1,000 spend, kamu dapat: 50 leads (conversions) → 10 menjadi paying customer → 10 × $400 = $4,000 revenue

Ad Spend: $1,000
       ↓
50 Leads (Conversions)
       ↓
10 Customers (20% dari leads)
       ↓
$4,000 Revenue
       ↓
ROAS = $4,000 / $1,000 = 4.0

📊 Data Points yang Bergabung:

LEVEL 3 — ADVANCED: STRATEGY & DECISION MAKING

🎯 ROAS untuk Strategic Decisions:

Scenario 1: ROAS = 2.0

Spend: $1,000 → Revenue: $2,000 | Profit: $1,000
Decision: Profitable tapi ada inefficiency
Action: Optimize untuk naik ke ROAS 3.0+

Scenario 2: ROAS = 4.0

Spend: $1,000 → Revenue: $4,000 | Profit: $3,000
Decision: Very profitable, dapat di-scale
Action: Naikan budget → scale revenue

Scenario 3: ROAS = 0.8

Spend: $1,000 → Revenue: $800 | Loss: -$200
Decision: Unprofitable
Action: Pause atau significant optimization

🔄 Multi-Source ROAS:

Campaign A (Tax): Spend $600, Revenue $2,400, ROAS 4.0
Campaign B (Genset): Spend $400, Revenue $1,200, ROAS 3.0
Overall: Total Spend $1,000, Revenue $3,600, Blended ROAS 3.6

💡 Time Factor:

Week 1: ROAS = 5.0  (Learning phase, best audience)
Week 2: ROAS = 4.0  (Audience saturation mulai)
Week 3: ROAS = 3.5  (Diminishing returns)
Week 4: ROAS = 3.0  (Plateau — butuh fresh creative)

🎓 Expert: Net ROAS vs Gross ROAS

Revenue: $4,000 | COGS: $2,000 | Ad Spend: $1,000

Gross ROAS = $4,000 / $1,000 = 4.0
Net ROAS   = ($4,000 - $2,000) / $1,000 = 2.0

Insight: Gross 4.0 terlihat bagus, tapi Net 2.0 adalah realita!

Customer Lifetime Value (CLV):

Customer A: Consultation $400 (day 1)
  Month 2: Repeat → $200
  Month 3: Refer 2 friends → $800
  Total CLV: $1,400 (3.5× dari initial!)

ROAS sebenarnya jauh lebih tinggi dari yang terlihat!

🎯 SUMMARY: ROAS Mastery

Level 1: ROAS = Revenue/Spend. Target minimal 2:1. Higher = more profitable.

Level 2: Understand data sources. Multi-campaign analysis. Trend over time.

Level 3: Net vs Gross ROAS. Attribution models. CLV thinking. Budget decisions.

❓ Practice Questions

Q1: Kalau ROAS 2.5:1, artinya apa?

Untuk setiap $1 spend, dapat $2.50 revenue.

Q2: COGS 50% dari revenue, spend $1,000, revenue $2,500. Berapa net profit?

COGS = $1,250 | Net Profit = $2,500 − $1,250 − $1,000 = $250

📊 METRIC #2: CPA (Cost Per Acquisition)

LEVEL 1 — BEGINNER

Kamu buat leaflet, bagikan ke 1,000 rumah, biaya total $200. 20 orang datang ke toko.

CPA = $200 / 20 = $10 per pelanggan

LEVEL 2 — INTERMEDIATE

CPA = Total Ad Spend / Total Conversions

Tax Consultant: $600 / 30 leads = $20/lead
Genset:         $400 / 10 leads = $40/lead
Blended:        $1,000 / 40    = $25/lead

ROAS 4.0 breakdown:
  Revenue/conversion: $100
  CPA:                $25
  Profit/conversion:  $75 (75% margin)

LEVEL 3 — ADVANCED

Acceptable CPA = Revenue/Lead − Operational Cost
Tax example: $100 avg − $20 ops = max CPA $80

Target CPA bidding: volume-focused
Target ROAS bidding: profitability-focused

Blended CPA Trap:
  A: CPA $15 ✅ | B: CPA $45 ❌
  Blended: $20.40 ← Terlihat okay, tapi B struggling!

Seasonal CPA Variation:

Jan (Tax season): CPA $35–40 (high competition)
Apr–Aug:          CPA $15–20 (low competition, cheap CPC!)
Sep–Dec:          CPA $25–30 (normal)

Strategy: Spend lebih agresif di bulan CPA rendah!

CPA vs Customer Quality:

Campaign A: CPA $15, 50% qualified, 10% close → $150 per customer  ❌
Campaign B: CPA $30, 90% qualified, 40% close → $83 per customer   ✅

Low CPA ≠ Good CPA. Track downstream quality!

📊 METRIC #3: Conversion Rate

LEVEL 1 — BEGINNER

100 pengunjung toko kue, 30 beli. Conv Rate = 30%.

Conv Rate (%) = (Conversions / Clicks) × 100%
200 clicks, 20 conversions → (20/200)×100% = 10%

LEVEL 2 — INTERMEDIATE

CPA = CPC / Conversion Rate
$4 CPC / 0.16 (16% conv) = $25 CPA

Untuk turunkan CPA:
  1. Turunkan CPC (improve Quality Score)
  2. Naikkan Conv Rate (optimize landing page)
  3. Keduanya = maximum impact!

Funnel Stage Analysis:

Visitors: 1,000 → Scroll headline: 800 (80%)
Start form: 400 (50% of 800)   ← Bottleneck!
Submit form: 100 (25% of 400)  ← Bigger bottleneck!

Fix form submission: 25%→35% = +40% overall conversions
Fix headline: 80%→85% = only +6% conversions
PRIORITY: Fix the BIGGEST bottleneck first!

LEVEL 3 — ADVANCED: CRO Framework

• Identify bottlenecks (stage mana drop-off terbesar?)
• Prioritize fixes (mana yang impact terbesar per effort?)
• A/B test variants (test 1 variable at a time)
• Scale winner, iterate

Device-based Variation:

Landing Page Optimization Checklist:

• Headline mengandung benefit jelas, match keyword intent
• Mobile responsive, load <2s
• CTA visible above fold, warna kontras
• Form: max 3–5 fields, logical order
• Trust signals: testimonial, certifications, client logos

📊 METRIC #4: CTR (Click-Through Rate)

LEVEL 1 — BEGINNER

Poster di mall dilihat 1,000 orang, 50 menghampiri. CTR = 5%.

CTR (%) = (Clicks / Impressions) × 100%
10,000 impressions, 500 clicks → 5% CTR

LEVEL 2 — INTERMEDIATE

Marketing Funnel:
  8,000 impressions → [CTR 4.4%] → 350 clicks → [Conv 10%] → 35 leads

Combined rate: 4.4% × 10% = 0.44% dari impressions → leads

Quality Score & CTR:

High CTR → "Above Average" Expected CTR → QS naik
QS naik → CPC turun → CPA turun → ROAS naik

CTR tinggi = cascade effect yang positif!

LEVEL 3 — ADVANCED

Faktor yang meningkatkan CTR:

1. Ad copy kuat — benefit-driven headline, specific value prop
2. Ad extensions — phone, location, callout → CTR naik 70–130%!
3. Keyword match type — Exact: 7%+, Phrase: 4%, Broad: 2%
4. Ad position — Pos 1: 5–8%, Pos 4+: hanya 1–2%

⚠️ High CTR ≠ Good CTR:

Ad A (agresif): CTR 8%, Conv Rate 5%  → 0.4% dari impr jadi conv
Ad B (relevan): CTR 3%, Conv Rate 20% → 0.6% dari impr jadi conv

Ad B lebih profitable meski CTR lebih rendah!
Optimize untuk QUALIFIED clicks, bukan sekadar clicks.

CTR Improvement Priority:

📊 METRIC #5: Device & Geographic Breakdown

INTRO

Overall metric: CPA $25 ← terlihat ok
Breakdown:
  Mobile: CPA $45, Conv Rate 4%   ← TERRIBLE!
  Desktop: CPA $15, Conv Rate 16% ← EXCELLENT!

Average metric hides the problem!

PART 1: DEVICE

Device Bid Adjustment Strategy:

Base bid: $5 (desktop)
Mobile (-40%):  $5 × 0.60 = $3.00
Desktop (+20%): $5 × 1.20 = $6.00

ATAU: Optimize mobile UX dulu sebelum cut bids!
  Form: 10 fields → 3 fields
  Speed: 4s → 1.5s
  CTA: bigger, above fold
  Expected: Conv Rate 4% → 8–10%!

PART 2: GEOGRAPHIC

Tax Consultant:
  Jakarta: CTR 8%, CPA $19, Conv 15.6%  ← Best!
  Bandung: CTR 4%, CPA $50, Conv 10%
  Surabaya: CTR 2%, CPA $100, Conv 10%  ← Poor

Budget allocation:
  Jakarta: 60% → best ROI
  Bandung: 30% → growth market
  Surabaya: 10% → test or exclude

Geographic Expansion Tiers:

Profitability Matrix: Device × Location

📊 METRIC #6: Cost Metrics

PART 1: CPC

CPC = Total Cost / Total Clicks
$1,000 / 250 = $4 per click

How Google determines CPC:
  You bid $5 → Quality Score applied → Compete vs others
  → You pay just enough to beat #2 position (not max bid!)

QS impact on CPC:
  QS 9 → CPC ~$3.00 (30% discount!)
  QS 7 → CPC ~$5.00 (baseline)
  QS 4 → CPC ~$8.00 (60% penalty!)

Levers to reduce CPC:

1. Improve Quality Score (most impactful, no extra cost)
2. Refine keywords (specific > broad)
3. Time-based bid adjustments
4. Device-based bid adjustments
5. Add negative keywords

PART 2: BUDGET MANAGEMENT

Budget Pacing Formula:
  Spent so far: $700 | Days elapsed: 20 | Budget: $1,000
  Daily avg: $700/20 = $35/day
  Projected: $700 + ($35 × 10) = $1,050 ← OVER!
  Action: Reduce spend atau pause some keywords

ROAS-Based Budget Allocation:

❌ WRONG (Equal Split):
  Tax: $500 × ROAS 4.0 = $2,000 revenue
  Genset: $500 × ROAS 2.0 = $1,000 revenue
  Total: $3,000

✅ CORRECT (ROAS-Weighted):
  Tax: $700 × ROAS 4.0 = $2,800
  Genset: $300 × ROAS 2.0 = $600
  Total: $3,400  (+$400 = +13% from same budget!)

Scaling Strategy:

Increase budget incrementally (+10–20%/week):
  Week 1: $1,000, ROAS 3.5 → Profit $2,500
  Week 2: $1,100, ROAS 3.4 → Profit $2,640 (+5.6%)
  Week 3: $1,210, ROAS 3.3 → Profit $2,793

Stop when ROAS hits minimum threshold (e.g. 2.5)
That's your sweet spot!

📊 METRIC #7: Quality Score

INTRO

Quality Score (1–10) = Google's trust rating untuk iklanmu
Makin tinggi → CPC lebih murah + posisi lebih baik

QS 9–10: Excellent → CPC discount 30–50%!
QS 6–8:  Good → CPC normal
QS 4–5:  Poor → CPC premium 50–100%!
QS 1–3:  Very Poor → DELETE segera

3 KOMPONEN

QS TIER MANAGEMENT

ROI dari QS Improvement:

QS 5.5 → QS 7.0 (1 month effort):
  CPC drops 25%: $5 → $3.75
  Same $2,000 budget → 533 clicks (was 400)
  Additional leads: +13/month
  Additional revenue: +$5,200/month
  Annual gain: +$62,400 from SAME budget!

How to improve each component:

Ad Relevance: Include keyword in headline, match ad copy to search intent, geographic specificity.

Expected CTR: Better headline (benefit-driven), ad extensions (phone, location, callout), test 5+ variants.

Landing Page Experience: Speed <1s, mobile-friendly, CTA above fold, trust signals, relevant content.

📊 METRIC #8: Search Term Analysis

INTRO

Keyword bid: "tax consultant"

Actual searches yang trigger iklanmu:
  ✅ "tax consultant jakarta"  → Relevant
  ✅ "free tax consultation"   → Relevant
  ⚠️ "accounting services"    → Semi-relevant
  ❌ "how to avoid taxes"      → Not relevant
  ❌ "tax evasion reddit"      → Bahaya!
  ❌ "pizza jakarta"           → WTF?!

KATEGORISASI

NEGATIVE KEYWORD STRATEGY

Match types:
  Broad: -free    → blocks all with "free"
  Phrase: -"free tax" → blocks this phrase
  Exact: -[free tax advice] → blocks only exact

Recommended untuk tax consultant:
  -free    → saves ~$200/month
  -tips    → saves ~$150/month
  -reddit  → saves ~$80/month
  -jobs    → saves ~$100/month
  -salary  → saves ~$75/month
  Total: ~$605/month = $7,260/year savings!

Search Term Quality Scoring (1–25):

Score 5 factors (1–5 each): Relevance, Intent, Conversion, Volume, CPA

20–25: Definitely add as positive keyword
15–19: Probably add, monitor
10–14: Need more data
<10:   Add as NEGATIVE keyword

Weekly Workflow (30 min/week):

1. Export search terms last 7 days (5 min)
2. Kategorisasi new searches (15 min)
3. Add negatives (5 min)
4. Add positives jika ditemukan (5 min)

📊 METRIC #9: Impression Share

INTRO

Total searches "tax consultant jakarta" = 1,000/month
Your ad appeared = 600 times
Impression Share = 60%

Artinya: 40% potential customers TIDAK melihat iklanmu!
Mereka pergi ke kompetitor.

FORMULA & BREAKDOWN

IS = (Your Impressions / Total Possible) × 100%

Your IS loss breakdown:
  Lost IS (Rank):   20% ← Low bid or low QS
  Lost IS (Budget): 15% ← Budget habis sebelum hari selesai
  Lost IS (Other):   5% ← Ad disapproval, settings

Total lost: 40% → IS hanya 60%

IS BENCHMARK

IMPROVEMENT STRATEGY

Priority 1: Fix Lost IS (Rank) via QS improvement
  → No additional cost, also reduces CPC!
  → Expected: IS +10–15%

Priority 2: Fix Lost IS (Budget) via budget increase
  → Direct fix, costs money
  → Expected: IS +10–15%

Priority 3: Fix Other (disapprovals, settings)
  → Small impact, easy fix
  → Expected: IS +3–5%

Result: IS 60% → 85% (41% improvement!)

IS vs Budget ROI:

Current: IS 60%, $50/day budget, 50 clicks, 5 conv/day, $2,000 rev/day

Plan: Increase to $75/day (+$25) → IS 80%
  New clicks: 67/day (+34%)
  New conv: 6.7/day (+1.7)
  Extra revenue: 1.7 × $400 = $680/day

Monthly extra revenue: $680 × 30 = $20,400
Monthly extra cost: $25 × 30 = $750
ROI = $20,400/$750 = 27× return!

📚 STRATEGIC FRAMEWORKS

1️⃣ ROAS Strategic Decision Framework

Scenario A: ROAS 3.0, Low volume
  → SCALE FIRST. High ROAS = profitable, can spend more.

Scenario B: ROAS 1.5, High volume
  → OPTIMIZE FIRST. Thin margins, scaling = bigger losses.

Scenario C: ROAS 2.0, Medium volume
  → BALANCE: optimize 50% budget, scale 50%.

Net ROAS vs Gross ROAS:
  Gross: Revenue / Spend = 4.0
  Net: (Revenue - COGS) / Spend = 1.6  ← Real profitability!
  Always calculate Net ROAS for true picture.

Diminishing Returns:
  $1K → ROAS 5.0 → Profit $4,000
  $2K → ROAS 4.0 → Profit $6,000 ← OPTIMAL!
  $3K → ROAS 3.0 → Profit $6,000 (same, more risk)
  $4K → ROAS 2.0 → Profit $4,000 (declining!)
  Cap at $2K for max profit in this example.

2️⃣ CPA Budget Allocation

Profitability-Based (NOT equal split):
  A: CPA $20, Rev/conv $500 → Profit/$ = $48
  B: CPA $50, Rev/conv $200 → Profit/$ = $6

  Optimal: A gets $889, B gets $111 (from $1,000)
  vs Equal: A gets $500, B gets $500

  Revenue gain from proper allocation: +63%!

3️⃣ CRO Framework

Funnel priority:
  Fixing form completion (25%→35%) = +40% conversions
  Fixing headline (80%→85%) = +6% conversions
  Fix the BOTTLENECK, not the easy part!

4️⃣ CTR & QS Relationship

Your: QS 7, Bid $5, CPC $4.50
Competitor: QS 9, Bid $4, CPC $3.00 ← Better pos, lower cost!

Don't get into bid wars.
Improve QS first → same position at lower CPC.
Then increase bids if needed.

5️⃣ Device Bidding Matrix

6️⃣ Geographic Expansion

Tier 1 (Jakarta): Awareness 100%, CPA $20 → 60% budget, +30–50% bids
Tier 2 (Bandung): Awareness 30%, CPA $40 → 30% budget, base bids
Tier 3 (Surabaya): Awareness 5%, CPA $70+ → 10% test budget
Tier 4 (Far): No awareness → Exclude entirely

7️⃣ QS Tier System

Tier 1 (QS 8–10): SCALE — 50% budget, increase bids
Tier 2 (QS 6–7):  MAINTAIN — 35%, test improvements
Tier 3 (QS 4–5):  FIX/PAUSE — 15%, optimize or pause
Tier 4 (QS 1–3):  DELETE — 0%, don't waste money

Monthly: Delete Tier 4 week 1, optimize Tier 3 weeks 2–3,
         scale Tier 1 week 4.

8️⃣ Search Term Scoring

Score 1–5 each: Relevance, Intent, Conversion, Volume, CPA
Total out of 25:
  20–25: Add as positive keyword
  15–19: Probably add, test
  10–14: Monitor
  <10:   Add as NEGATIVE keyword

9️⃣ IS Priority Matrix

Priority 1: QS improvement → fixes Rank for free + lowers CPC
Priority 2: Budget increase → fixes Budget directly
Priority 3: Fix settings → small impact, easy

Timeline:
  Week 1: Fix QS → IS +10%
  Week 2–3: Monitor + adjust budget → IS +10%
  Week 4: Review → target IS 75–85%+

🔟 Cross-Metric Integration

CORRECT ORDER:
  Phase 1: Quality Score (2 weeks)
    → Fixes CTR, CPC, Position, IS all at once!
  Phase 2: CTR (if not fixed by QS)
    → Extensions, better copy
  Phase 3: Landing Page Conv Rate (2 weeks)
    → Form, speed, trust signals
  Phase 4: Budget/Scale (ongoing)
    → Only scale AFTER fundamentals solid!

Example result after sequential 1-month optimization:
  QS: 5→7 (+40%) | CTR: 2%→4% (+100%)
  CPA: $50→$32 (-36%) | IS: 50%→75% (+50%)
  ROAS: 2.0→3.2 (+60%) | Profit: +75%!

📚 QUICK REFERENCE & DECISION TOOLS

DECISION TREE 1: Metric Rendah — Apa Dilakukan?

IF ROAS < 2.0:

→ Check QS: <6? Fix QS first (upstream problem)
→ Check CPA: too high? → Fix cost efficiency (QS, keywords)
→ Check Conv Rate: low? → Fix landing page

IF CPA too high:

→ QS <6? Fix QS → reduces CPC
→ CTR low? Fix ad copy, add extensions
→ Conv Rate <5%? Fix landing page
→ Bad traffic? Search term analysis + negative KW

IF IS < 60%:

→ Lost IS (Rank) dominant? Improve QS atau naikan bid
→ Lost IS (Budget) dominant? Naikan daily budget
→ Other? Fix disapprovals/settings

DECISION TREE 2: Budget Allocation

Multiple campaigns:
  Rank by ROAS → Top: 50%, 2nd: 30%, 3rd: 20%
  Review every 2 weeks, shift 5–10% to winner

New market:
  IS 80%+? Saturated → expand
  IS 60–80%? Room to grow → capture current first
  IS <60%? Not captured → maximize current first

Scaling vs Optimizing:
  ROAS >3.0? SCALE (increase budget)
  ROAS 2–3? BALANCE (do both)
  ROAS <2? OPTIMIZE (fix first)

WHEN TO STOP OPTIMIZING

DELETE keyword IF:

• QS 1–3 AND no improvement in 2 weeks AND CPA >2× threshold

PAUSE campaign IF:

• ROAS <1.0 AND no improvement after 2 weeks AND better alternatives exist

The Sunk Cost Warning:

Jangan: "Sudah spend $5,000, tidak bisa menyerah!" — Lakukan: "Keyword ini cost $500/month, apakah menghasilkan lebih? Jika tidak, stop."

MONTHLY CHECKLIST

Week 1: Analysis (1–2 jam)

• Export semua reports (campaign, keyword, device, geo, search terms)
• QS distribution analysis (tier 1/2/3/4?)
• Search term waste identification
• IS breakdown check
• Top 3 problems + top 3 opportunities

Week 2: Optimization (1–2 jam)

• Delete Tier 4 keywords (immediate savings)
• Add negative keywords (top waste)
• Pick ONE landing page fix

Week 3: Monitoring (1 jam)

• Is primary metric improving?
• Side effects? A/B test results?

Week 4: Decision (1 jam)

• Results assessment, budget reallocation, Month 2 planning

QUICK ACTIONS BY TIME AVAILABLE

30 menit? → Delete waste (negative KW) OR add winners (positive KW)
1 jam?    → Weekly trend analysis + identify top issue
2 jam?    → Full Week 1 analysis + diagnosis
5 jam?    → Full Week 2 optimization execution

EMERGENCY GUIDE (ROAS < 1.0)

IMMEDIATE (30 min):
  1. Verify problem is real
  2. Campaign <2 weeks? → Wait (learning phase)
  3. Pause QS 1–3 keywords
  4. Reduce daily budget −50%

24 HOURS: Root cause analysis
  High CPC? → Fix QS
  Low conv? → Fix landing page
  Wrong traffic? → Add negatives
  All? → Comprehensive overhaul needed

📚 IMPLEMENTATION CHECKLISTS

DAILY CHECKLIST (5–15 menit)

• Check campaign status — spend today, conversions, ada yang paused/disapproved?
• Monitor QS alerts — ada keyword yang QS turun signifikan?
• Check budget pacing — on track atau over/under?
• Note learnings — worked? didn't work? perlu investigasi?

WEEKLY CHECKLIST (1–2 jam, setiap Selasa)

• Export weekly reports (campaign, keyword, device, geo, search terms)
• Compare to previous week (trend improving/declining?)
• Search terms: add negatives/positives
• QS review (tier distribution, improvements?)
• Device performance (bid adjustments needed?)
• Geographic performance (reallocation needed?)
• Top 3 issues + top 3 opportunities

MONTHLY CYCLE (4–6 jam, spread 4 minggu)

Week 1: Analysis

Export complete monthly data
Calculate: Spend, Clicks, Conv, CPC, Conv Rate, CPA, ROAS
Compare to previous month
QS tier analysis (count keywords per tier)
Identify top 5 problems + estimated monthly loss
Identify top 5 opportunities + potential gain
Deliverable: 1-page summary

Week 2: Optimization

Priority 1: QS
  - Delete Tier 4 keywords (saves $200–300/month!)
  - Pick 5 Tier 3 keywords to fix (weak factor?)
Priority 2: Search Terms
  - Add high-waste searches as negatives
  - Add high-conv searches as positives
Priority 3: Landing Page (pick ONE fix only)
  - Form reduction, mobile optimization, or speed

Week 3: Monitoring

Primary metric improving? By how much?
Side effects? (impressions drop? conv decrease?)
A/B test results (winner determined?)
Decision: Continue / Pause / Adjust

Week 4: Decision

Month results vs baseline
Profitability assessment (optimization worth it?)
Budget reallocation (ROAS-based)
Next month priorities

CAMPAIGN LAUNCH CHECKLIST

Pre-Launch (1 minggu sebelum):

• Campaign structure: name, budget, bidding strategy, location, language, device
• Keyword research: high/medium intent, correct match types
• Ad copy: minimum 3–5 variants
• Landing page: speed <2s, mobile OK, form working, CTA visible, conversion tracking

Post-Launch Week 1:

• Day 1–3: Monitor spend, clicks, conversions daily
• Day 3–4: Check Quality Score distribution
• Day 5–7: Conversion tracking verification, optimization decision

CRISIS RESPONSE (ROAS < 1.0)

Immediate (30 menit):

1. Verify problem (bukan reporting error?)
2. Campaign age? <2 weeks → wait (learning phase)
3. Pause QS 1–3 keywords dan 0-conversion campaigns
4. Reduce daily budget −50%
5. Notify stakeholders

Next 24 hours:

1. Root cause: High CPC? Low conv? Wrong traffic? All?
2. Quick fixes: negatives, match types, headline

3–7 days:

1. Full diagnosis di keyword/traffic/LP/QS level
2. Targeted fixes
3. Relaunch at 25% previous budget, scale gradually

📚 PRACTICE QUESTIONS & ANSWERS

METRIC 1: ROAS

Q1

Spent $1,000, generated $3,500 revenue. Berapa ROAS?

Jawaban: $3,500 / $1,000 = ROAS 3.5

Q2

Gross ROAS 4.0. Revenue $4,000, COGS 60%. Berapa Net ROAS?

COGS = $2,400. Net ROAS = ($4,000−$2,400)/$1,000 = 1.6

Q3

$1K→ROAS 6, $2K→4.5, $3K→3, $4K→2. Budget optimal?

Profit: $5K, $7K, $6K, $4K → Optimal di $2,000 (profit tertinggi)

METRIC 2: CPA

Q4

Spent $1,200, 30 conversions. CPA?

$1,200/30 = $40 per conversion

Q5

Customer value $500, lead→client rate 25%, ops cost $75. Acceptable CPA?

Lead value = $500×25% = $125. Acceptable CPA = $125−$75 = $50

METRIC 3: CONVERSION RATE

Q6

500 clicks, 50 conversions. Conv Rate?

(50/500)×100% = 10%

Q7

1,000 visitors, 400 start form, 100 submit. Bottleneck dimana?

Stage 1: 40% (OK). Stage 2: 25% ← BOTTLENECK. Fix form completion first!

METRIC 4: CTR

Q8

5,000 impressions, 150 clicks. CTR?

(150/5,000)×100% = 3%

Q9

Ad A: CTR 8%, Conv 5%. Ad B: CTR 3%, Conv 20%. Mana lebih profitable?

A: 0.4% dari impr jadi conv. B: 0.6% dari impr jadi conv. Ad B lebih profitable!

METRIC 5: DEVICE & GEO

Q10

Mobile: 200 clicks, 10 conv, $400 cost. Desktop: 300 clicks, 60 conv, $900. Bid adjustment?

Mobile CPA $40, Desktop CPA $15. Desktop 2.67× lebih efisien. Desktop +40%, Mobile −40%.

METRIC 6: COST METRICS

Q11

Spend $800, 200 clicks. CPC?

$800/200 = $4 per click

Q12

Day 20, spent $700, budget $1,000. Akan over?

Daily avg $35. Projected $700+$350 = $1,050. Yes, over $50! Perlu reduce spend.

METRIC 7: QUALITY SCORE

Q13

Ad Rel: Above, Exp CTR: Above, LP: Below Avg. QS 5. Prioritas?

Fix Landing Page Experience — satu-satunya "Below Average" yang menarik QS turun.

METRIC 8: SEARCH TERM

Q14

Kategorikan: "tax consultant jakarta", "free tax tips", "tax evasion reddit".

✅ Relevant: "tax consultant jakarta". ❌ Add as negative: "free tax tips" (−free/−tips), "tax evasion reddit" (−evasion/−reddit).

METRIC 9: IMPRESSION SHARE

Q15

Your impressions 400, total possible 1,000. IS?

(400/1,000)×100% = 40%. Kamu kehilangan 60% dari pasar!

Q16

Lost IS: Rank 35%, Budget 20%, Other 5%. Prioritas?

Priority 1: Fix Rank (35%) via QS improvement — free + lowers CPC! Then fix Budget (20%).

File ini berisi 45 pertanyaan lengkap. Di atas adalah sample 16 pertanyaan untuk semua 9 metrik. Tambahan pertanyaan tersedia di Quiz Master interaktif.