{"id":15586,"date":"2025-11-01T15:22:13","date_gmt":"2025-11-01T14:22:13","guid":{"rendered":"https:\/\/savvyrevenue.com\/?p=15586"},"modified":"2025-11-06T16:55:47","modified_gmt":"2025-11-06T15:55:47","slug":"smart-bidding-exploration-guide","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/smart-bidding-exploration-guide\/","title":{"rendered":"Smart Bidding Exploration vs. lavere ROAS-m\u00e5l: Her er den reelle forskel"},"content":{"rendered":"<p>Da en produktchef hos Google viste mig Smart Bidding Exploration i Mountain View, kaldte hun det den st\u00f8rste opdatering til smart bidding nogensinde. Og helt \u00e6rligt, s\u00e5 tror jeg, hun kan have ret. Jeg blev inviteret af Ginny Marvin som en del af en lille gruppe PPC-specialister for at m\u00f8des med produktchefer og diskutere nye features, og denne skilte sig virkelig ud.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-15588 size-large\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-29-1024x620.png\" alt=\"\" width=\"1024\" height=\"620\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-29-1024x620.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-29-300x182.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-29-768x465.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-29-1536x930.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-29-100x61.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-29.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>Efter at have arbejdet med Smart Bidding Exploration i flere m\u00e5neder, kan vi nu drage nogle meningsfulde konklusioner. I dag vil jeg gennemg\u00e5 de vigtigste forskelle mellem blot at s\u00e6nke dit ROAS-m\u00e5l og at aktivere denne funktion, hvordan du analyserer effekten, hvorn\u00e5r du b\u00f8r implementere den, og hvordan du bruger den mest effektivt.<\/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\/ZPrdl1bGkSc\" 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>Exploration vs. at s\u00e6nke ROAS: Det er ikke det samme<\/h2>\n<p>Lad os sl\u00e5 \u00e9n ting fast med det samme. N\u00e5r du s\u00e6nker dit ROAS-m\u00e5l, beder du i bund og grund Google om at h\u00e6ve alle dine bud for at f\u00e5 mere volumen. Det er et groft v\u00e6rkt\u00f8j. Smart bidding jagter bare et nyt, lavere effektivitetsm\u00e5l over hele linjen.<\/p>\n<p>Problemet er, at det ofte bare betyder, at du betaler mere for den trafik, du allerede f\u00e5r. F\u00f8rhen var vi n\u00f8dt til at g\u00f8re dette for at aktivere en slags &#8220;exploration mode&#8221;, men det var ineffektivt. Smart Bidding Exploration \u00e6ndrer spillereglerne.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-15592 size-large\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/3-1024x576.png\" alt=\"\" width=\"1024\" height=\"576\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/3-1024x576.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/3-300x169.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/3-768x432.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/3-1536x864.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/3-100x56.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/3.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>Med denne funktion kan vi sige til Google: &#8220;Lad v\u00e6re med at h\u00e6ve buddene for vores eksisterende auktioner. I stedet vil jeg have dig til at tage 10 % (eller 20 % eller 30 %) af mit r\u00e5derum i ROAS og finde helt <strong>nye s\u00f8gninger<\/strong>.&#8221; I stedet for blot at betale mere for de samme auktioner, allokerer du en specifik del af dit budget til reel opdagelse. Det er derfor, funktionen er s\u00e5 effektiv.<\/p>\n<p>V\u00e6r dog forberedt: At aktivere exploration <em>vil<\/em> s\u00e6nke den samlede ROAS for kampagnen eller budstrategien. Hvis du aktiverer 10 % exploration p\u00e5 en kampagne, der rammer 500 % ROAS, er dit nye effektive m\u00e5l 450 %. Det betyder ikke, at din performance falder med pr\u00e6cis 10 % \u2013 de nye s\u00f8gninger forventes at skabe en vis konverteringsv\u00e6rdi \u2013 men det er ikke gratis. Du skal v\u00e6lge en procentsats, du har r\u00e5d til at lade k\u00f8re i 2-3 uger uden at g\u00e5 i panik.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-15595 size-large\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-30-1024x420.png\" alt=\"\" width=\"1024\" height=\"420\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-30-1024x420.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-30-300x123.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-30-768x315.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-30-1536x630.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-30-100x41.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-30.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h2>S\u00e5dan analyserer du, om det rent faktisk virker<\/h2>\n<p>Hvordan ved du s\u00e5, om funktionen g\u00f8r andet end blot at s\u00e6nke din ROAS? Du skal se p\u00e5 diversiteten i din trafik. Den bedste m\u00e5de at g\u00f8re dette p\u00e5 er ved at analysere antallet af &#8220;Unikke s\u00f8gekategorier med klik&#8221;.<\/p>\n<p>(Jeg foretr\u00e6kker at se p\u00e5 klik frem for konverteringer i denne analyse, da datagrundlaget er st\u00e6rkere og giver et meget klarere signal om, hvorvidt exploration rent faktisk finder sted.)<\/p>\n<p>Her er et kig p\u00e5 en konto, hvor vi implementerede Smart Bidding Exploration hen over sommeren, lige f\u00f8r h\u00f8js\u00e6sonen. Den gr\u00f8nne del er, da funktionen var aktiv.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15597 size-large\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-31-1024x535.png\" alt=\"\" width=\"1024\" height=\"535\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-31-1024x535.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-31-300x157.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-31-768x401.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-31-1536x803.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-31-100x52.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-31.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>Som du kan se, da vi aktiverede exploration (og s\u00e6nkede ROAS-m\u00e5let en smule for at give den plads at arbejde p\u00e5), sprang antallet af unikke s\u00f8gekategorier med klik fra omkring 840 til over 1.400. Den gjorde pr\u00e6cis, hvad den skulle: Den gik ud og fandt nye lommer af trafik.<\/p>\n<p>Endnu mere sigende er, hvad der skete, da vi deaktiverede den efter h\u00f8js\u00e6sonen. Vi fjernede exploration-indstillingen, og antallet af unikke s\u00f8gekategorier faldt \u00f8jeblikkeligt tilbage til niveauet f\u00f8r. Det beviser i bund og grund, at det virker.<\/p>\n<p>Denne rapport er en fantastisk tilf\u00f8jelse til vores v\u00e6rkt\u00f8jskasse. Den forklarer s\u00e5 meget om, hvad Smart Bidding g\u00f8r under motorhjelmen, selv n\u00e5r du ikke bruger exploration-funktionen.<\/p>\n<h2>Hvorn\u00e5r du skal bruge Smart Bidding Exploration (og hvorn\u00e5r du skal undg\u00e5 det)<\/h2>\n<p>Dette er ikke en &#8216;set-it-and-forget-it&#8217; feature. Jeg mener, den b\u00f8r bruges strategisk p\u00e5 tre prim\u00e6re tidspunkter i l\u00f8bet af \u00e5ret.<\/p>\n<h3>De bedste tidspunkter at aktivere funktionen<\/h3>\n<ol>\n<li><strong>N\u00e5r h\u00f8js\u00e6sonen starter:<\/strong> Dette er det prim\u00e6re use case. Lige f\u00f8r eller i starten af din h\u00f8js\u00e6son, b\u00f8r du aktivere exploration med 10 % eller 20 %. Som du s\u00e5 i vores eksempel, kan selv 10 % have en stor effekt.<\/li>\n<li><strong>Under et stort udsalg:<\/strong> Dette er et andet perfekt tidspunkt at finde nye kunder, som m\u00e5ske s\u00f8ger anderledes p\u00e5 grund af kampagnen. Jeg har kun pr\u00f8vet det en h\u00e5ndfuld gange, men indtil videre har det v\u00e6ret en stor succes.<\/li>\n<li><strong>For at &#8220;genopdrage&#8221; algoritmen:<\/strong> Hvis du konstant tilf\u00f8jer nye produktkategorier eller har k\u00f8rt med et meget h\u00f8jt ROAS-m\u00e5l i lang tid, kan algoritmen k\u00f8re fast i en rille. At bruge exploration i et par uger kan l\u00e6re den, at der findes nye, profitable s\u00f8gninger derude.<\/li>\n<\/ol>\n<h3>Her er det en d\u00e5rlig id\u00e9<\/h3>\n<p>Der er ogs\u00e5 tidspunkter, hvor det er en rigtig d\u00e5rlig id\u00e9 at bruge denne funktion. Brug ikke Smart Bidding Exploration, hvis:<\/p>\n<ul>\n<li><strong>Du har 90 %+ Impression share:<\/strong> Der er sandsynligvis ikke mange flere s\u00f8gninger at finde. Du har allerede m\u00e6ttet dit potentielle marked.<\/li>\n<li><strong>Du har konsekvent lave ROAS-m\u00e5l:<\/strong> Hvis dine m\u00e5l allerede er lave, er Smart Bidding sandsynligvis i en konstant tilstand af exploration i forvejen. Denne funktion bliver overfl\u00f8dig.<\/li>\n<li><strong>Du har ikke mere budget at bruge:<\/strong> Dette er afg\u00f8rende. Hvis du er begr\u00e6nset af budgettet, vil exploration finde nye s\u00f8gninger, som du ikke har r\u00e5d til at udnytte. Det er fuldst\u00e6ndig spild af penge.<\/li>\n<li><strong>Eftersp\u00f8rgslen er s\u00e6sonm\u00e6ssigt lav:<\/strong> Dette tool l\u00f8ser ikke et problem med lav eftersp\u00f8rgsel. At fors\u00f8ge at finde nye kunder til badet\u00f8j i september eller slankeprodukter i december er at smide penge ud ad vinduet.<\/li>\n<\/ul>\n<h2>Mine strategiske best practices for implementering<\/h2>\n<p>Hvis du har besluttet dig for at give det et fors\u00f8g, er her vores tilgang for at opn\u00e5 de bedste resultater.<\/p>\n<ol>\n<li><strong>T\u00e6nk sprint, ikke maraton:<\/strong> Brug det i korte, fokuserede ryk. K\u00f8r det i minimum 2-3 uger for at give det tid til at virke, men lad det ikke v\u00e6re sl\u00e5et til i mere end 6 uger. Afstem disse perioder med en h\u00f8js\u00e6son, et udsalg eller en produktlancering.<\/li>\n<li><strong>S\u00f8rg for r\u00e5derum i budgettet:<\/strong> Jeg kan ikke understrege det nok. Hvis du ikke har plads i budgettet, vil du ikke kunne drage fordel af de nye s\u00f8gninger, den finder. S\u00e5 kunne du lige s\u00e5 godt bare h\u00e6ve dit budget.<\/li>\n<li><strong>Brug portef\u00f8ljer (som regel):<\/strong> Selvom du kan anvende dette p\u00e5 individuelle kampagner, anbefaler jeg typisk at g\u00f8re det p\u00e5 niveau med portef\u00f8lje budstrategier. Det samler det hele og giver algoritmen mere data og fleksibilitet at arbejde med.<\/li>\n<li><strong>V\u00e6r forsigtig med overlappende justeringer:<\/strong> Hvis du allerede k\u00f8rer med budgivning for New Customer Acquisition og har value rules p\u00e5 plads, kan tilf\u00f8jelsen af Smart Bidding Exploration g\u00f8re det umuligt at vide, hvad du reelt set m\u00e5lretter mod. Det bliver hurtigt forvirrende. Hold dit setup simpelt.<\/li>\n<li><strong>Hold fast i testen:<\/strong> D\u00f8m det ikke efter tre dage. Smart Bidding skal teste en masse nye s\u00f8gninger, og de fleste vil ikke give pote. Men dem, der konverterer, er det guld, du leder efter. N\u00e5r du sl\u00e5r exploration fra, vil algoritmen huske vinderne.<\/li>\n<\/ol>\n<h2>S\u00e5, havde produktchefen fra Google ret?<\/h2>\n<p>Efter flere m\u00e5neders test, m\u00e5 jeg nok sige ja. Smart Bidding Exploration er reelt set den st\u00f8rste og mest brugbare tilf\u00f8jelse, vi har set til Googles v\u00e6rkt\u00f8jskasse til budgivning i de sidste 10 \u00e5r.<\/p>\n<p>Brugt strategisk er det en utrolig effektiv m\u00e5de at bryde ud af performance-plateauer og finde nye v\u00e6kstmuligheder p\u00e5, uden blindt at sk\u00e6re i dine m\u00e5ls\u00e6tninger.<\/p>\n<p>Pr\u00f8v det. Du vil ikke fortryde det.<\/p>\n<h2>[TL;DR]<\/h2>\n<ul>\n<li><strong>Exploration er ikke bare et lavere ROAS-m\u00e5l:<\/strong> Det allokerer specifikt budget til at finde <strong>nye<\/strong> s\u00f8gninger i stedet for blot at h\u00e6ve bud p\u00e5 eksisterende.<\/li>\n<li><strong>Brug det i korte sprints:<\/strong> Implementer det i 2-6 uger i strategiske perioder som h\u00f8js\u00e6son, udsalg eller produktlanceringer \u2013 ikke som en &#8216;always-on&#8217; feature.<\/li>\n<li><strong>Analyser diversitet i trafikken:<\/strong> M\u00e5l succesen ved at se p\u00e5 stigningen i &#8220;Unikke s\u00f8gekategorier med klik&#8221;, ikke kun p\u00e5 overordnede performance-metrics.<\/li>\n<li><strong>Undg\u00e5 det, hvis du har ramt loftet:<\/strong> Det er en d\u00e5rlig id\u00e9, hvis du har en meget h\u00f8j impression share, allerede lave ROAS-m\u00e5l eller er begr\u00e6nset af dit budget.<\/li>\n<li><strong>Undg\u00e5 at kombinere for mange justeringer:<\/strong> V\u00e6r forsigtig med at kombinere det med andre budjusteringer som New Customer Acquisition eller value rules, da det kan g\u00f8re det uklart, hvad du reelt set m\u00e5lretter mod.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Da en produktchef hos Google viste mig Smart Bidding Exploration i Mountain View, kaldte hun det den st\u00f8rste opdatering til smart bidding nogensinde. Og helt \u00e6rligt, s\u00e5 tror jeg, hun kan have ret. Jeg blev inviteret af Ginny Marvin som en del af en lille gruppe PPC-specialister for at m\u00f8des med produktchefer og diskutere nye [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":15604,"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-15586","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-optimering","tag-bud-budget-haandtering"],"acf":{"posts_intro_text":"Da en produktchef hos Google kaldte Smart Bidding Exploration for den st\u00f8rste opdatering til smart bidding nogensinde, var jeg skeptisk, men ogs\u00e5 nysgerrig. Efter flere m\u00e5neders praktisk arbejde i maskinrummet, m\u00e5 vi konkludere, at hun nok havde ret. Her er vores guide til, hvordan du bruger det effektivt."},"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>Smart Bidding Exploration vs. lavere ROAS-m\u00e5l: Her er den reelle forskel<\/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\/smart-bidding-exploration-guide\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Smart Bidding Exploration vs. lavere ROAS-m\u00e5l: Her er den reelle forskel\" \/>\n<meta property=\"og:description\" content=\"Da en produktchef hos Google viste mig Smart Bidding Exploration i Mountain View, kaldte hun det den st\u00f8rste opdatering til smart bidding nogensinde. Og helt \u00e6rligt, s\u00e5 tror jeg, hun kan have ret. 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