{"id":15390,"date":"2025-10-08T10:18:56","date_gmt":"2025-10-08T08:18:56","guid":{"rendered":"https:\/\/savvyrevenue.com\/?p=15390"},"modified":"2025-10-08T10:29:14","modified_gmt":"2025-10-08T08:29:14","slug":"negative-soegeord-google-ads-2","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/negative-soegeord-google-ads-2\/","title":{"rendered":"Hvorfor negative s\u00f8geord kan skade din Google Ads performance"},"content":{"rendered":"<p>Jeg vil sige noget kontroversielt: Smart Bidding har gjort negative s\u00f8geord stort set irrelevante. I l\u00f8bet af de sidste par \u00e5r er nogle af vores st\u00f8rste performance-stigninger ikke kommet fra at tilf\u00f8je negative s\u00f8geord, men fra at fjerne dem. Ja, du l\u00e6ste rigtigt, fjerne dem.<\/p>\n<p>\u00c5rsagen er simpel. De fleste annonc\u00f8rer sidder fast i et 2018-mindset og overbruger et tool, der blev designet til en anden tid. De tilf\u00f8jer negative s\u00f8geord baseret p\u00e5 mavefornemmelser, en enkelt d\u00e5rlig uge eller en h\u00e5ndfuld klik og kv\u00e6ler deres kampagner i processen. Vi s\u00e5 for nylig en annonc\u00f8rs DSA-kampagne tredoble sine klik og n\u00e6sten tredoble sin oms\u00e6tning \u00e5r-over-\u00e5r. Den afg\u00f8rende \u00e6ndring? Vi stoppede med de to mest almindelige og destruktive vaner inden for negative s\u00f8geord: proaktiv blokering og forhastet ekskludering.<\/p>\n<p>Det er p\u00e5 tide at genoverveje hele tilgangen. Lad os bryde det ned.<\/p>\n<div class=\"video-callout\">\n<h2>G\u00e5 skridtet videre end artiklen<\/h2>\n<p><iframe title=\"YouTube video player\" data-category-consent=\"cookie_cat_marketing\" src=\"about:blank\" data-consent-src=\"https:\/\/www.youtube.com\/embed\/I6dHBkLo73E\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><strong>Hvorfor videoen er bedre:<\/strong><\/p>\n<ul>\n<li>Se konkrete eksempler fra rigtige konti<\/li>\n<li>F\u00e5 en dybere indsigt, som ikke kan formidles p\u00e5 skrift<\/li>\n<li>L\u00e6r avancerede strategier til komplekse situationer<\/li>\n<\/ul>\n<\/div>\n<h2>Den gamle manual virker ikke l\u00e6ngere: Hvorfor negative s\u00f8geord blev en h\u00e6msko<\/h2>\n<p>Den g\u00e6ngse opfattelse er, at negative s\u00f8geord hj\u00e6lper dig med at spare penge og forbedre ROAS ved at sk\u00e6re spild fra. For fem \u00e5r siden var det 100 % sandt. Dengang satte jeg bud manuelt for hvert enkelt s\u00f8geord. Det negative s\u00f8geord var mit eneste reelle forsvar mod irrelevant trafik.<\/p>\n<p>Men Smart Bidding vendte fuldst\u00e6ndig op og ned p\u00e5 det hele.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-15554\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-26.png\" alt=\"\" width=\"2048\" height=\"570\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-26.png 2048w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-26-300x83.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-26-1024x285.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-26-768x214.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-26-1536x428.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-26-100x28.png 100w\" sizes=\"(max-width: 2048px) 100vw, 2048px\" \/><\/p>\n<h3>Smart Bidding \u00e6ndrede spillereglerne<\/h3>\n<p>I mods\u00e6tning til det gamle system budgiver Smart Bidding ikke kun p\u00e5 s\u00f8geordsniveau; den budgiver p\u00e5 <strong>s\u00f8getermsniveau<\/strong>. Den analyserer dusinvis af signaler i real-time for hver eneste auktion. Hvis en specifik s\u00f8geterm ikke konverterer, s\u00e6nker Smart Bidding automatisk buddet for den term, ofte til f\u00e5 \u00f8re. Den g\u00f8r det, uden at du beh\u00f8ver at l\u00f8fte en finger.<\/p>\n<p>Med andre ord har algoritmen allerede et indbygget system til negative s\u00f8geord \u2013 et, der er hurtigere, har mere data og er langt mere nuanceret, end du nogensinde kan blive. Den bruger ikke en forhammer; den bruger en skalpel.<\/p>\n<h3>2018-mindsettet, der dr\u00e6ber din skalering<\/h3>\n<p>Problemet er, at de fleste stadig svinger forhammeren. Du ser ni klik og ingen konverteringer p\u00e5 en s\u00f8geterm, og din mavefornemmelse siger dig, at du skal ekskludere den. Resultatet? Du udelukker permanent s\u00f8getermer, der m\u00e5ske bare havde brug for et lavere bud, en anden s\u00e6son eller simpelthen mere tid til at bevise deres v\u00e6rd.<\/p>\n<p>Lad mig uddybe, hvordan Smart Bidding h\u00e5ndterer dette bedre, end du kan:<\/p>\n<ul>\n<li>En s\u00f8geterm kan v\u00e6re profitabel p\u00e5 desktop, men et pengeslug p\u00e5 mobil. <strong>Det justerer Smart Bidding for.<\/strong><\/li>\n<li>En s\u00f8geterm kan tabe penge med en klikpris p\u00e5 6,50 kr., men v\u00e6re yderst profitabel med en p\u00e5 1,63 kr. <strong>Den nuance h\u00e5ndterer Smart Bidding.<\/strong><\/li>\n<li>I Shopping-kampagner kan en s\u00f8geterm v\u00e6re ikke-profitabel for \u00e9n SKU, men en topscorer for en anden. <strong>Det kan du ikke segmentere efter, men det kan Smart Bidding.<\/strong><\/li>\n<\/ul>\n<p>I alle tre tilf\u00e6lde, n\u00e5r du manuelt g\u00e5r ind og ekskluderer s\u00f8getermen, mister du al den potentielle oms\u00e6tning. Du kan ikke skalere. Punktum.<\/p>\n<h2>De nye regler: Hvorn\u00e5r negative s\u00f8geord stadig giver mening<\/h2>\n<p>Betyder det, at vi skal droppe negative s\u00f8geord helt? Nej. Men vi skal v\u00e6re meget mere strategiske omkring dem.<\/p>\n<p>Her er, hvorn\u00e5r det stadig er det rigtige tr\u00e6k at tilf\u00f8je negative s\u00f8geord:<\/p>\n<ol>\n<li><strong>Langsigtet d\u00e5rlig performance:<\/strong> Hvis en s\u00f8geterm performer d\u00e5rligt over en lang periode (t\u00e6nk 6-12 m\u00e5neder) med statistisk signifikant data, er den en kandidat til ekskludering. Det g\u00e6lder is\u00e6r for lav-volumen termer, hvor Smart Bidding m\u00e5ske ikke har nok data til at reagere effektivt.<\/li>\n<li><strong>Nye kampagner eller konti:<\/strong> I de tidlige faser af en ny ops\u00e6tning er der ikke nok konverteringshistorik til, at Smart Bidding kan arbejde optimalt. Her er en grundl\u00e6ggende liste med negative s\u00f8geord et smart defensivt tr\u00e6k.<\/li>\n<li><strong>De helt \u00e5benlyse:<\/strong> Du beh\u00f8ver ikke statistisk signifikans for at vide, at du b\u00f8r ekskludere konkurrenters brandnavne (som regel), fuldst\u00e6ndig irrelevante produkter eller andre meningsl\u00f8se s\u00f8getermer. Smid det skrammel ud med det samme.<\/li>\n<\/ol>\n<h2>S\u00e5dan h\u00e5ndterer du negative s\u00f8geord med data, ikke g\u00e6tv\u00e6rk<\/h2>\n<p>At tilf\u00f8je negative s\u00f8geord b\u00f8r ikke v\u00e6re en tilf\u00e6ldig, enkeltst\u00e5ende opgave. Det kr\u00e6ver et system. Den nemmeste m\u00e5de er at bruge et simpelt Google Sheet til at analysere dine s\u00f8getermsdata med statistisk grundighed.<\/p>\n<h3>S\u00e6t analysen op<\/h3>\n<p>Jeg tr\u00e6kker alle s\u00f8getermsdata fra en konto ved hj\u00e6lp af et tool som Supermetrics (eller du kan eksportere direkte fra Google Ads). N\u00f8glen er at hente r\u00e5data ind: klik, spend og konverteringsv\u00e6rdi. Du skal ikke tr\u00e6kke ROAS-tallet ind fra platformen.<\/p>\n<p>Hvorfor? Fordi n\u00e5r du begynder at aggregere data, kan du ende med et &#8220;gennemsnit af et gennemsnit&#8221;, hvilket er fuldst\u00e6ndig misvisende. Jeg beregner altid ROAS manuelt i arket (`Konverteringsv\u00e6rdi \/ Spend`). Jeg opretter ogs\u00e5 &#8220;click buckets&#8221; (0-10 klik, 10-20, 20-30 osv.) for at gruppere s\u00f8getermer efter deres niveau af statistisk signifikans.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-15557\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-27.png\" alt=\"\" width=\"2048\" height=\"1072\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-27.png 2048w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-27-300x157.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-27-1024x536.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-27-768x402.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-27-1536x804.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-27-100x52.png 100w\" sizes=\"(max-width: 2048px) 100vw, 2048px\" \/><\/p>\n<h3>Problemet med data fra f\u00e5 klik<\/h3>\n<p>Ved hj\u00e6lp af pivottabeller kan jeg nu analysere performance. Lad os se p\u00e5 et eksempel p\u00e5 en pivottabel for s\u00f8getermer med en ROAS under 200 %.<\/p>\n<p>Du ser m\u00e5ske et enormt spend \u2013 lad os sige 884.000 kr. \u2013 som kun har genereret 227.500 kr. i oms\u00e6tning, hvilket giver en forf\u00e6rdelig ROAS p\u00e5 25 %. Fristelsen er at ekskludere alt. Problemet er dog, at langt st\u00f8rstedelen af det spend ligger i &#8220;0-10 klik&#8221;-bucket&#8217;en. Disse s\u00f8getermer har ikke nok data til, at man kan f\u00e6lde dom over dem.<\/p>\n<p>Hvis du ekskluderer dem alle, smider du ogs\u00e5 termer ud, der m\u00e5ske ville have konverteret p\u00e5 deres 11. klik og v\u00e6re blevet yderst profitable. Du kan ikke adskille de fremtidige vindere fra taberne p\u00e5 dette stadie, s\u00e5 du er n\u00f8dt til at lade dem k\u00f8re.<\/p>\n<h3>Find det *reelle* spild<\/h3>\n<p>Den reelle mulighed for at tilf\u00f8je negative s\u00f8geord ligger i de h\u00f8jere click buckets. I min analyse ser jeg p\u00e5 de buckets med 20+ klik. Det er termer, hvor vi har nok data til at tr\u00e6ffe en sikker beslutning.<\/p>\n<p>Ofte vil du opdage, at det &#8220;sande spild&#8221; er en lille br\u00f8kdel af dit samlede spend. P\u00e5 en typisk, velk\u00f8rende konto identificerer vi m\u00e5ske kun 4-8 % af det samlede spend, som sikkert kan sk\u00e6res fra ved at tilf\u00f8je negative s\u00f8geord. Jeg ville v\u00e6re meget forsigtig med at ekskludere termer i 10-20 klik-bucket&#8217;en, is\u00e6r hvis kontoen er i skalerings-mode. At fjerne dem kan give dig et lille l\u00f8ft i profitabilitet, men det vil n\u00e6sten med sikkerhed ske p\u00e5 bekostning af fremtidig v\u00e6kst.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-15559\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-28.png\" alt=\"\" width=\"2048\" height=\"1072\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-28.png 2048w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-28-300x157.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-28-1024x536.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-28-768x402.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-28-1536x804.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-28-100x52.png 100w\" sizes=\"(max-width: 2048px) 100vw, 2048px\" \/><\/p>\n<h2>Din handlingsplan for en moderne strategi for negative s\u00f8geord<\/h2>\n<p>For at opsummere, her er, hvordan du oms\u00e6tter dette til praksis.<\/p>\n<h3>Hold to lister: Evergreen vs. S\u00e6sonbestemt<\/h3>\n<p>Brug ikke kun \u00e9n masterliste. Opret to:<\/p>\n<ul>\n<li><strong>Evergreen:<\/strong> Denne er til de virkelig d\u00e5rlige performere. De s\u00f8getermer, du aldrig vil se igen, baseret p\u00e5 langsigtet data.<\/li>\n<li><strong>S\u00e6sonbestemt (eller &#8220;lavs\u00e6son&#8221;):<\/strong> Denne er til termer, der ikke virker lige nu, men som m\u00e5ske performer godt senere. For en badet\u00f8jsvirksomhed kan visse termer performe d\u00e5rligt i februar, men v\u00e6re rene pengemaskiner i juni. Tilf\u00f8j dem til denne liste, og \u2013 her kommer den vigtige del \u2013 <strong>fjern dem igen<\/strong>, n\u00e5r du g\u00e5r ind i h\u00f8js\u00e6sonen.<\/li>\n<\/ul>\n<h3>Den \u00e5rlige &#8220;udrensning af negative s\u00f8geord&#8221;<\/h3>\n<p>Din forretning \u00e6ndrer sig. Du tilf\u00f8jer nye produkter, dine priser skifter, og nye konkurrenter kommer til. Et negativt s\u00f8geord fra 2018 er baseret p\u00e5 for\u00e6ldede data.<\/p>\n<p>S\u00e5 her er min udfordring til dig:<\/p>\n<ol>\n<li><strong>K\u00f8r et eksperiment.<\/strong> Hvis du ikke har r\u00f8rt dine negative s\u00f8geord i \u00e5revis, s\u00e5 pr\u00f8v at fjerne dem alle. Helt seri\u00f8st. Lad Smart Bidding g\u00f8re sit arbejde i fire uger, og se, hvad der sker. Du vil blive overrasket.<\/li>\n<li><strong>G\u00f8r det til en del af din rutine.<\/strong> Mindst \u00e9n gang om \u00e5ret b\u00f8r du lave en fuld &#8220;udrensning&#8221;. Fjern dine gamle negative s\u00f8geord (is\u00e6r de s\u00e6sonbestemte) og lad algoritmen l\u00e6re p\u00e5 ny. K\u00f8r derefter den datadrevne analyse, jeg har beskrevet ovenfor, for at bygge en ny, smartere liste baseret p\u00e5 friske data.<\/li>\n<\/ol>\n<p>N\u00e5r f\u00f8rst du tr\u00e6der til side og lader maskinen arbejde, vil du opdage, at mange af dine &#8220;d\u00e5rlige&#8221; s\u00f8getermer bare ventede p\u00e5 de rette betingelser for at blive vindere.<\/p>\n<h2>[TL;DR]<\/h2>\n<ul>\n<li>Smart Bidding h\u00e5ndterer nu det meste af det arbejde, som negative s\u00f8geord plejede at udf\u00f8re, men p\u00e5 s\u00f8getermsniveau og med mere data.<\/li>\n<li>At tilf\u00f8je negative s\u00f8geord baseret p\u00e5 mavefornemmelser eller data fra f\u00e5 klik er en opskrift p\u00e5 at sk\u00e6re i potentiel oms\u00e6tning og begr\u00e6nse din evne til at skalere.<\/li>\n<li>Tilf\u00f8j kun negative s\u00f8geord, n\u00e5r du har langsigtet, statistisk signifikant data, der viser d\u00e5rlig performance, eller for \u00e5benlyst irrelevante s\u00f8gninger.<\/li>\n<li>Brug et datadrevet system med &#8220;click buckets&#8221; til at identificere reelt spild, som ofte kun udg\u00f8r 4-8 % af det samlede spend p\u00e5 en sund konto.<\/li>\n<li>Ryd j\u00e6vnligt op i dine lister med negative s\u00f8geord. Et negativt s\u00f8geord fra sidste \u00e5r kan v\u00e6re en profitabel term i dag p\u00e5 grund af \u00e6ndringer i din forretning eller markedet.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Jeg vil sige noget kontroversielt: Smart Bidding har gjort negative s\u00f8geord stort set irrelevante. I l\u00f8bet af de sidste par \u00e5r er nogle af vores st\u00f8rste performance-stigninger ikke kommet fra at tilf\u00f8je negative s\u00f8geord, men fra at fjerne dem. Ja, du l\u00e6ste rigtigt, fjerne dem. \u00c5rsagen er simpel. De fleste annonc\u00f8rer sidder fast i et [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":15561,"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":[59],"class_list":["post-15390","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-optimering","tag-bud-budget-haandtering"],"acf":{"posts_intro_text":"Stop med at tilf\u00f8je negative s\u00f8geord, som om vi var i 2018. I en tid med Smart Bidding er dine gamle vaner mere tilb\u00f8jelige til at skade din oms\u00e6tning end at spare dig penge. Jeg vil vise dig, hvorfor det at fjerne negative s\u00f8geord er vores nye hemmelige v\u00e5ben, og give dig et datadrevet system til at h\u00e5ndtere dem strategisk."},"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>Hvorfor negative s\u00f8geord kan skade din Google Ads performance<\/title>\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\/negative-soegeord-google-ads-2\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hvorfor negative s\u00f8geord kan skade din Google Ads performance\" \/>\n<meta property=\"og:description\" content=\"Jeg vil sige noget kontroversielt: Smart Bidding har gjort negative s\u00f8geord stort set irrelevante. I l\u00f8bet af de sidste par \u00e5r er nogle af vores st\u00f8rste performance-stigninger ikke kommet fra at tilf\u00f8je negative s\u00f8geord, men fra at fjerne dem. Ja, du l\u00e6ste rigtigt, fjerne dem. \u00c5rsagen er simpel. 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