Potensi Efektivitas Pemanfaatan Penargetan Lokasi Google Ads sebagai Strategi Promosi Digital untuk Startupreneur
DOI:
https://doi.org/10.32664/j-intech.v14i02.2305Kata Kunci:
Google Ads, Promosi digital, Startupreneur, CTR, SDG8Abstrak
Pertumbuhan ekonomi digital pasca-pandemi membuka peluang signifikan bagi pengusaha rintisan kuliner di Indonesia; namun, keterbatasan anggaran pemasaran digital seringkali menyebabkan pemborosan anggaran iklan. Studi ini bertujuan untuk menganalisis potensi pemanfaatan fitur Penargetan Lokasi Google Ads sebagai strategi promosi digital yang efisien bagi pengusaha rintisan kuliner donat di Karawaci, Kota Tangerang. Penelitian ini menggunakan metode kuantitatif deskriptif dengan pendekatan studi kasus melalui perbandingan metrik dasbor Google Ads sebelum dan setelah optimasi radius lokasi (A/B Testing). Hasil menunjukkan bahwa penerapan Penargetan Lokasi dalam radius 7 km dari lokasi toko secara signifikan mengurangi Biaya Per Akuisisi (CPA) dari Rp 37.500 menjadi Rp 8.050 per pesanan (penurunan 78,53%), sekaligus meningkatkan Rasio Klik-Tayang (CTR) dari 1,5% menjadi 6,8%. Peningkatan konversi penjualan dari 15 menjadi 61 pesanan menegaskan bahwa penargetan geografis yang tepat dalam radius yang relevan secara logistik secara efektif menghilangkan pemborosan anggaran iklan. Dapat disimpulkan bahwa Google Ads Location Targeting merupakan strategi penting untuk bertahan hidup dan meningkatkan bisnis bagi para pengusaha rintisan kuliner dengan anggaran terbatas, sejalan dengan prinsip-prinsip efisiensi bisnis dalam kerangka Tujuan Pembangunan Berkelanjutan (SDG) 8.
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