AdWords dan AdSense sebagai Teknologi Periklanan Digital

Paska Lia

Abstract


Pesatnya perkembangan teknologi membawa pergeseran pada berbagai bidang, termasuk periklanan. Google sebagai perusahaan dengan mesin pencari mengembangkan teknologi periklanan digital melalui AdWords dan AdSense. Penelitian ini berangkat dari minimnya studi yang membahas kajian tentang AdWords dan AdSense secara konseptual, khususnya dalam bidang komunikasi. Penelitian ini bertujuan untuk menemukan perspektif baru tentang teknologi periklanan digital berbasis Google. Peneliti menawarkan pemahaman para akademisi hingga praktisi periklanan di Indonesia dalam memahami teknologi periklanan digital Google (AdWords dan AdSense). Metode penelitian ini adalah semi systematic literature review dengan pendekatan kualitatif diterapkan guna mendukung dalam menganalisis teknologi periklanan Google yang lebih kontekstual. Hasil penelitian menunjukkan bahwa teknologi periklanan digital merupakan periklanan berbasis data digital yang memuat kata kunci tertentu. Pengiklan dapat memasang iklan dengan mudah dan praktis dengan cara bidding kata kunci tertentu. Semakin populer kata kunci, maka semakin tinggi harga yang harus dibayar. Hal ini merupakan salah satu bentuk kapitalisme data, dimana Google menjadi raksasa perusahaan berbasis data yang membangun komoditas melalui kata-kata, gambar, dan video. Penelitian ini berkontribusi memberikan perspektif baru mengenai teknologi periklanan digital secara detail melalui konsep sejarah, cara kerja, dan analisis kinerja Google Ads.

Keywords


AdSense; AdWords; Periklanan digital; Google

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References


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DOI: https://doi.org/10.31315/jik.v21i1.7025

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