{"id":12533,"date":"2024-10-30T06:10:37","date_gmt":"2024-10-30T05:10:37","guid":{"rendered":"https:\/\/savvyrevenue.com\/?p=12533"},"modified":"2024-10-30T11:05:12","modified_gmt":"2024-10-30T10:05:12","slug":"fallback-shopping-kampagner","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/fallback-shopping-kampagner\/","title":{"rendered":"Fallback Shopping kampagner: \u00d8g din oms\u00e6tning med 10%"},"content":{"rendered":"<p>Har du nogensinde undret dig over, hvorfor du kan s\u00e6nke dine ROAS-target og se oms\u00e6tningen stige, samtidig med at du opretholder ROAS i de f\u00f8rste par uger?<\/p>\n<p>Det vil jeg dykke ned i i dag.<\/p>\n<p>En fallback-kampagne er en standard Shopping-kampagne med en lav-prioritet indstilling.<\/p>\n<p>Den er beregnet som en opsamlingskampagne til dine andre Shopping (inkl. P-Max) kampagner, hvis de (af en eller anden grund) ikke er aktive i en auktion, men kunne v\u00e6re det.<\/p>\n<p>Form\u00e5let med denne artikel er, at den prim\u00e6re grund til at k\u00f8re fallback-kampagner er at d\u00e6kke s\u00f8gninger, hvor Smart Bidding ikke byder h\u00f8jt nok til, at dine annoncer vises.<\/p>\n<p>Dette har g\u00e5et rundt som en &#8220;sleeper-metode&#8221; eller en &#8220;catch-all&#8221; Shopping-strategi.<\/p>\n<h2><a id=\"post-12533-_4zh553iymke6\"><\/a>En fallback-kampagnes rolle er todelt<\/h2>\n<ul>\n<li>S\u00e6t et minimumsbud, der sikrer, at du altid er relevant i auktioner, n\u00e5r forbrugere s\u00f8ger efter produkter, du s\u00e6lger.<\/li>\n<li>Tilbyder en opsamlingskampagne, hvis noget g\u00e5r galt i din s\u00e6dvanlige kampagneops\u00e6tning (f.eks. hvis du ved en fejl har udelukket produkter).<\/li>\n<\/ul>\n<h2><a id=\"post-12533-_lp4tgd2pgja9\"><\/a>Den Smart Bidding &#8220;fejl&#8221;, der f\u00e5r fallback-kampagner til at virke<\/h2>\n<p>Bag kulisserne s\u00e6tter Smart Bidding h\u00f8je og lave bud for forskellige s\u00f8getermer, m\u00e5lgrupper og andre faktorer (<a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/smart-bidding\/\">l\u00e6s mere om dem her<\/a>).<br \/>\nJeg henviser til disse som Smart Bidding-segmenter i de fleste af mine artikler:<\/p>\n<p><em><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-12534\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-1.png\" alt=\"Eksempler p\u00e5 Smart Bidding-segmenter der f\u00e5r Fallback shopping kampagner til at fungere\" width=\"2048\" height=\"1256\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-1.png 2048w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-1-300x184.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-1-1024x628.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-1-768x471.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-1-1536x942.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-1-100x61.png 100w\" sizes=\"(max-width: 2048px) 100vw, 2048px\" \/><\/em><\/p>\n<p>Et segment er en gruppe af faktorer \u2014 for eksempel er s\u00f8geordet &#8220;<em>nike sko<\/em>&#8221; for <em>mobile enheder<\/em> et segment.<\/p>\n<p>N\u00e5r Smart Bidding genkender segmenter med historisk lav performance, vil den byde lavere og lavere. Dette ender med, at Smart bidding i sidste ende ikke byder p\u00e5 segmentet \u2014 hvilket betyder, at dine annoncer ikke bliver vist i den p\u00e5g\u00e6ldende auktion.<\/p>\n<p>Det er generelt, hvad du gerne vil have sker. Du vil have, at Smart Bidding s\u00e6nker dine bud, n\u00e5r det ikke kan n\u00e5 det ROAS-target, du har sat.<\/p>\n<p>Men det betyder ogs\u00e5, at der ikke er nogen m\u00e5de for Smart Bidding at vide, hvorn\u00e5r det er tid til at \u00f8ge budene igen. Hvis et segment begynder at konvertere godt (p\u00e5 grund af h\u00f8js\u00e6soner, bedre webshop-performance, forbedret lagerbeholdning osv.), fordi der ikke er data til at fort\u00e6lle det.<\/p>\n<p>Dette sker is\u00e6r, hvis du har begr\u00e6nset Smart Bidding ved at s\u00e6tte dine ROAS-targets h\u00f8jere, end din branche normalt accepterer. Ofte vil du ikke bem\u00e6rke tabet af oms\u00e6tning, is\u00e6r hvis du har h\u00e6vet dine ROAS-targets langsomt over lang tid.<\/p>\n<h2><a id=\"post-12533-_p55jpxoc96ue\"><\/a>S\u00e5dan konfigureres fallback Shopping-kampagner<\/h2>\n<ul>\n<li><strong>Budgivning<\/strong>: S\u00e6t manuelle bud til 25-50% af den gennemsnitlige CPC i dine almindelige kampagner. Start ved 25%.<\/li>\n<li><strong>Produkter<\/strong>: M\u00e5lret de samme produkter som i din prim\u00e6re Shopping\/P-Max ops\u00e6tning.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone wp-image-12536\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-2.png\" alt=\"S\u00e5dan konfigureres fallback Shopping-kampagner\" width=\"2048\" height=\"1040\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-2.png 2048w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-2-300x152.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-2-1024x520.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-2-768x390.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-2-1536x780.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-2-100x51.png 100w\" sizes=\"(max-width: 2048px) 100vw, 2048px\" \/><\/p>\n<p>P\u00e5 den ene side b\u00f8r du ikke byde p\u00e5 produkter, du har udelukket i din prim\u00e6re ops\u00e6tning. Hvis de var d\u00e5rlige performere, er det normalt ikke en god id\u00e9 at have dem i en fallback-kampagne.<\/p>\n<p>Men jeg opfordrer dig til at pr\u00f8ve dem alligevel. Du vil blive overrasket over, hvor h\u00f8j en ROAS du kan f\u00e5 p\u00e5 produkter, der har performet d\u00e5rligt med Smart Bidding.<\/p>\n<p>Grunden til dette er, at Smart Bidding ofte er et alt-eller-intet budformat. Is\u00e6r hvis der ikke er mange data, eller hvis din gennemsnitlige CPC i kontoen er h\u00f8j.<\/p>\n<p>Hvis det ikke kan f\u00e5 dit produkt til at ramme dit ROAS-target til $1, s\u00e5 kan det simpelthen falde ud af auktionen helt. Dette sker is\u00e6r, hvis det k\u00e6mper for at n\u00e5 dit ROAS-target i f\u00f8rste omgang (og det er derfor konti med h\u00f8je eller stigende ROAS-target vil f\u00e5 mest ud af fallback-kampagner).<\/p>\n<h2><a id=\"post-12533-_xqnby4y6o4fv\"><\/a>Fallback-kampagner er begr\u00e6nsede \u2014 og det er fint<\/h2>\n<p>Fallback-kampagner b\u00f8r ikke overstige 10-20% af dit forbrug p\u00e5 Google Shopping.<\/p>\n<p>Hvis de bruger for meget, indikerer det fejl i dine andre Shopping-kampagner.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-12538\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-3.png\" alt=\"Hvis dine fallback kampagner bruger for meget, indikerer det fejl i dine andre Shopping-kampagner.\" width=\"2048\" height=\"1420\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-3.png 2048w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-3-300x208.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-3-1024x710.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-3-768x533.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-3-1536x1065.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/word-image-12533-3-100x69.png 100w\" sizes=\"(max-width: 2048px) 100vw, 2048px\" \/><\/p>\n<h2><a id=\"post-12533-_9r8r5u14g886\"><\/a>B\u00f8r du &#8220;optimere&#8221; fallback-kampagner?<\/h2>\n<p>Fallback-kampagner er manuelle bud-kampagner, s\u00e5 der er tre hovedomr\u00e5der, du kan optimere:<\/p>\n<ol>\n<li>Negative s\u00f8geord<\/li>\n<li>Produktgruppers bud<\/li>\n<li>Bud p\u00e5 enheder<\/li>\n<\/ol>\n<p>Alle tre er gyldige og b\u00f8r g\u00f8res, <strong>hvis behovet opst\u00e5r<\/strong>.<\/p>\n<p>Men jeg opfordrer dig til at huske, at din fallback Shopping-kampagne ikke er beregnet til at levere fremragende ROAS hele tiden.<br \/>\nJo mere du optimerer, desto mere kan du f\u00e5 brug for en fallback til din fallback-kampagne.<\/p>\n<p>Men jeg ser ogs\u00e5, at det at s\u00e6tte forskellige bud for mobil\/desktop eller anvende negative s\u00f8geord vil hj\u00e6lpe med at producere en bedre ROAS, hvilket vil hj\u00e6lpe med at \u00f8ge oms\u00e6tningen.<\/p>\n<p>Bare s\u00f8rg for ikke at overoptimere, og husk, at n\u00e5r et segment viser en h\u00f8j ROAS, er det meningen, at din s\u00e6dvanlige kampagneops\u00e6tning (med Smart Bidding) skal tage over.<\/p>\n<h2><a id=\"post-12533-_89q9tbv9lvho\"><\/a>Alternative m\u00e5der at bek\u00e6mpe Smart Biddings fejl<\/h2>\n<p>Hvis du sidder fast med Performance Max (det g\u00f8r du ikke), eller ikke er komfortabel med en manuel budgivning i en Standard Shopping-kampagne (det b\u00f8r du v\u00e6re), s\u00e5 har du et par muligheder:<\/p>\n<ul>\n<li>S\u00e6nk dine ROAS-targets rutinem\u00e6ssigt, og h\u00e6v dem derefter igen. Dette b\u00f8r g\u00f8res under alle omst\u00e6ndigheder, men hvis du ikke har nogen fallback-kampagner k\u00f8rende, er det endnu vigtigere.<\/li>\n<li>Opret en maks. klik-budstrategi (jeg er personligt ikke fan) i en anden P-Max kampagne (men venligst, ingen assets, s\u00e5 den ikke drukner i Display\/Video).<\/li>\n<li>Brug budstrategier med et minimumsbud. Grunden til, at dette ikke er en prim\u00e6r metode for os, er, at vi ser, at det ikke fungerer lige s\u00e5 godt som manuel budgivning. Vi har set, at hvis Smart Bidding ikke kan n\u00e5 ROAS-target med de minimumsbud, vi s\u00e6tter, s\u00e5 vil den ikke vise vores annoncer i disse auktioner.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Har du nogensinde undret dig over, hvorfor du kan s\u00e6nke dine ROAS-target og se oms\u00e6tningen stige, samtidig med at du opretholder ROAS i de f\u00f8rste par uger? Det vil jeg dykke ned i i dag. En fallback-kampagne er en standard Shopping-kampagne med en lav-prioritet indstilling. Den er beregnet som en opsamlingskampagne til dine andre Shopping [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":12541,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[21],"tags":[48],"class_list":["post-12533","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-optimering","tag-shopping-ads-optimering"],"acf":{"posts_intro_text":"Har du nogensinde s\u00e6nket dine ROAS-m\u00e5l og bem\u00e6rket, at din oms\u00e6tning stiger? Det kan skyldes en mindre kendt strategi kaldet en fallback-kampagne. I denne artikel vil vi afd\u00e6kke, hvorfor det virker."},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Fallback Shopping kampagner: \u00d8g din oms\u00e6tning med 10%<\/title>\n<meta name=\"description\" content=\"F\u00e5 indsigt i, hvordan fallback-kampagner i Google Shopping kan forbedre din ROAS og \u00f8ge din webshops oms\u00e6tningen.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/savvyrevenue.com\/dk\/blog\/fallback-shopping-kampagner\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fallback Shopping kampagner: \u00d8g din oms\u00e6tning med 10%\" \/>\n<meta property=\"og:description\" content=\"F\u00e5 indsigt i, hvordan fallback-kampagner i Google Shopping kan forbedre din ROAS og \u00f8ge din webshops oms\u00e6tningen.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/savvyrevenue.com\/dk\/blog\/fallback-shopping-kampagner\/\" \/>\n<meta property=\"og:site_name\" content=\"savvyrevenue\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SavvyRevenue-294014737696105\" \/>\n<meta property=\"article:published_time\" content=\"2024-10-30T05:10:37+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-30T10:05:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/10\/DK-SoMe-Image-2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2400\" \/>\n\t<meta property=\"og:image:height\" content=\"1256\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Andrew Lolk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script 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