{"id":15625,"date":"2025-11-06T18:04:37","date_gmt":"2025-11-06T17:04:37","guid":{"rendered":"https:\/\/savvyrevenue.com\/?p=15625"},"modified":"2025-11-06T18:13:52","modified_gmt":"2025-11-06T17:13:52","slug":"fikse-smart-bidding","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/fikse-smart-bidding\/","title":{"rendered":"Fiks Smart Bidding: Er manuel budgivning p\u00e5 vej tilbage?"},"content":{"rendered":"<p>Jeg s\u00e5 et tweet for nylig, hvor der blev p\u00e5st\u00e5et, at manuel budgivning var p\u00e5 vej tilbage, og jeg elsker det emne. Det rammer lige ned i hjertet af den konstante sp\u00e6nding mellem automatisering og strategisk kontrol i Google Ads.<\/p>\n<p>Lad mig sl\u00e5 \u00e9n ting fast: Smart Bidding virker af en grund. Algoritmen byder ud fra et enormt antal faktorer, vi aldrig selv ville kunne h\u00e5ndtere manuelt \u2013 is\u00e6r for Shopping-annoncer, hvor vi ikke engang har adgang til det allervigtigste signal: s\u00f8gningen. Det er derfor, det var s\u00e5 effektivt, da det blev lanceret.<\/p>\n<p>Men der er en stor ulempe: Nogle klik har reel v\u00e6rdi, selvom de ikke kan spores, og Smart Bidding kan ikke byde p\u00e5 det, den ikke kan se. S\u00e5 b\u00f8r du skifte tilbage til manuel budgivning? Hvad er alternativerne for at f\u00e5 det bedste fra begge verdener? Det er det, vi skal se n\u00e6rmere p\u00e5 nu.<\/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\/yWi8K3rq7cc\" 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>Kerneudfordringen: Smart Biddings skyklapper<\/h2>\n<p>N\u00e5r det kommer til debatten om Smart Bidding vs. manuel budgivning, er der to komplekse omr\u00e5der, der for\u00e5rsager de fleste problemer.<\/p>\n<h3>1. Lange kunderejser bliver ignoreret<\/h3>\n<p>Top-funnel s\u00f8gninger bliver ofte underprioriteret, fordi konverteringer ikke kan tilskrives det oprindelige s\u00f8geord, en bruger indtastede. Disse top-funnel kontaktpunkter er kritiske. Hvis en bruger allerede kender dig, n\u00e5r de s\u00f8ger p\u00e5 et bottom-funnel s\u00f8geord, vil din klikrate v\u00e6re h\u00f8jere, hvilket f\u00f8rer til mere salg.<\/p>\n<p>Men nogle gange kommer den samme bruger slet ikke tilbage via en Google-s\u00f8gning. De kommer m\u00e5ske ind via Meta-annoncer, direkte trafik, e-mail eller SEO. N\u00e5r det sker, tildeler Smart Bidding nul v\u00e6rdi til det indledende top-funnel s\u00f8geord. Over tid holder algoritmen simpelthen op med at byde p\u00e5 dem, og du ender med en konto, der ikke kan skalere. Efter min mening er top-funnel s\u00f8geord afg\u00f8rende for at v\u00e6kste konti, is\u00e6r dem med en h\u00f8j AOV.<\/p>\n<h3>2. &#8220;V\u00e6rdil\u00f8se&#8221; klik er ikke rigtig v\u00e6rdil\u00f8se<\/h3>\n<p>Trafik har v\u00e6rdi, selvom vi ikke kan se en direkte konvertering. Hvis 100 klik f\u00f8rer til 5 konverteringer, er det let at se v\u00e6rdien af de 5 klik. Men betyder det, at de andre 95 klik, der ikke konverterede, havde nul v\u00e6rdi for din forretning? Selvf\u00f8lgelig ikke.<\/p>\n<p>Det egentlige sp\u00f8rgsm\u00e5l er: Hvorn\u00e5r vinder du mere ved at tage manuel kontrol frem for at forblive effektiv med Smart Bidding? Svaret er n\u00e6sten aldrig at &#8220;g\u00e5 100 % manuelt&#8221;.<\/p>\n<h2>Hvorfor et fuldt skift til manuel budgivning som regel fejler<\/h2>\n<p>I 90 % af de konti, hvor vi tester et skift til manuel budgivning \u2013 enten for hele kontoen eller for sm\u00e5 dele af den \u2013 performer Smart Bidding stadig bedre, n\u00e5r det m\u00e5les med Googles sporing. Og endnu vigtigere, tallene holder stik, n\u00e5r vi verificerer dem i vores backend-systemer.<\/p>\n<p>Her er et eksempel fra et af vores seneste eksperimenter. Vi tog en kampagne og skiftede den til manuel budgivning for at se, om vi kunne tvinge mere volumen igennem.<\/p>\n<p>Du kan se, hvor vi foretog \u00e6ndringen. Vi begyndte at f\u00e5 flere klik og lidt mere konverteringsv\u00e6rdi. Til sidst fik vi mange flere klik og omkring 50 % mere konverteringsv\u00e6rdi.<\/p>\n<p>Det ser jo godt ud p\u00e5 overfladen, ikke? Men n\u00e5r vi ser p\u00e5 effektiviteten, er historien en helt anden. Afkastet var der bare ikke. Det var simpelthen ikke effektivt at k\u00f8be s\u00e5 meget ekstra trafik.<\/p>\n<p>Kunne vi k\u00f8be mere oms\u00e6tning og flere kunder? Ja, helt sikkert. Var det profitabelt? Nej. Sandheden er, at med undtagelse af nogle meget nichepr\u00e6gede B2B- eller specialiserede konti, giver det n\u00e6sten aldrig mening at skifte fuldst\u00e6ndigt til manuel budgivning.<\/p>\n<p>Samtidig er klik, for konti i en v\u00e6kstfase, blevet en KPI, vi har taget til os igen. Det er tydeligt, at der er v\u00e6rdi i at f\u00e5 relevant trafik, selvom de direkte konverteringer udebliver. S\u00e5 hvordan kan vi implementere de gode dele af manuel budgivning for at f\u00e5 det bedste fra begge verdener?<\/p>\n<h2>Krigstid vs. fredstid: Kend din strategi<\/h2>\n<p>Jeg ser p\u00e5 konti fra to perspektiver, som jeg kalder &#8220;Krigstid&#8221; og &#8220;Fredstid&#8221;. (Jeg har stj\u00e5let udtrykket fra en erhvervsbog, og jeg elsker, hvordan det kan anvendes p\u00e5 Google Ads).<\/p>\n<ul>\n<li><strong>Krigstid:<\/strong> Profitabilitet er altafg\u00f8rende, og der er ingen plads til fejl. Du bruger kun dit budget, hvor det er tydeligt, at du f\u00e5r et afkast. Det er her, du lader Smart Bidding v\u00e6re s\u00e5 effektiv som muligt.<\/li>\n<li><strong>Fredstid:<\/strong> Du har luft i dine profitm\u00e5l. Du \u00f8nsker at vokse og kan h\u00e5ndtere et vist spild. Det er her, du skal ekspandere ud over det, der ser godt ud p\u00e5 papiret.<\/li>\n<\/ul>\n<p>N\u00e5r du er i Fredstid, kan du bruge specifikke taktikker til at booste trafikken, n\u00e5r Smart Bidding pr\u00f8ver at v\u00e6re lidt <em>for<\/em> effektiv.<\/p>\n<h2>4 taktikker til at fikse Smart Bidding (uden at g\u00e5 manuelt)<\/h2>\n<p>Her er de taktikker, vi bruger til at skubbe p\u00e5 for v\u00e6kst, rangeret fra mindst anvendelig til min absolutte favorit.<\/p>\n<h3>#1: Smart Bidding Exploration (min nye favorit)<\/h3>\n<p>Grunden til, at &#8220;s\u00e6nk dine ROAS-m\u00e5l&#8221; er faldet til nummer tre p\u00e5 min liste, er denne feature, som endelig er ude af beta. Den hedder Smart Bidding Exploration, og den giver Smart Bidding lov til at ramme en 10-30 % lavere ROAS, mens den udforsker nye s\u00f8getermer, du ikke byder p\u00e5 i \u00f8jeblikket.<\/p>\n<p>Selvom den ikke prim\u00e6rt er t\u00e6nkt som en mekanisme til at drive trafik, er det en rar sideeffekt. Den officielle forklaring er, at den vil \u00e5bne op for, at Smart Bidding kan byde p\u00e5 mindre oplagte s\u00f8gninger. Det klassiske eksempel, jeg bruger, er for l\u00f8besko. Systemet ved, at det skal byde p\u00e5 &#8220;l\u00f8besko&#8221;, men hvad med termer som &#8220;l\u00e6r at l\u00f8be&#8221;, &#8220;f\u00f8rste gang som l\u00f8ber&#8221; eller &#8220;l\u00f8besko for begyndere&#8221;? Dette er mindre oplagte termer, som kunne v\u00e6re fantastiske at f\u00e5 trafik fra.<\/p>\n<p>At kombinere Smart Bidding Exploration med minimumsbud kan v\u00e6re en effektiv et-to-kombination, der sikrer, at du ikke lader Smart Bidding blive for ensporet i sit fokus p\u00e5 effektivitet.<\/p>\n<h3>#2: Minimumsbud i portef\u00f8ljer<\/h3>\n<p>Jeg synes, det er kriminelt, at man skal bruge Portef\u00f8lje budstrategier for at f\u00e5 adgang til minimumsbud, men s\u00e5dan er det. Minimumsbud fort\u00e6ller Smart Bidding, at den <strong>altid skal byde mindst X bel\u00f8b<\/strong>, uanset hvad dine konverteringsdata siger. Dette er en fremragende m\u00e5de at sikre, at du altid byder et minimum for at f\u00e5 trafik.<\/p>\n<p>Vi k\u00f8rte for nylig en test, hvor vi fjernede gr\u00e6nsen for minimumsbud bare for at se, hvad der ville ske. Resultaterne var \u00f8jeblikkelige og dramatiske. Antallet af klik styrtdykkede fra omkring 3.000 om dagen til n\u00e6sten det halve, bogstaveligt talt fra den ene dag til den anden. Antallet af konverteringer \u00e6ndrede sig n\u00e6sten ikke, men vores trafik forsvandt.<\/p>\n<p>Dette er et perfekt eksempel p\u00e5, at Smart Bidding ikke ser den fulde v\u00e6rdi. Denne kampagne var for vores annonc\u00f8rs bestsellere; jeg garanterer, at der er v\u00e6rdi i at k\u00f8be de klik, men vi kan bare ikke spore den direkte. N\u00f8glen her er, at hvis du bruger minimumsbud, skal du v\u00e6re mere aggressiv med negative s\u00f8geord for at luge ud i irrelevante s\u00f8getermer.<\/p>\n<h3>#3: S\u00e6nk dine ROAS-m\u00e5l strategisk<\/h3>\n<p>N\u00e5r du s\u00e6nker dit ROAS-m\u00e5l, beder du Smart Bidding om at g\u00f8re en af to ting:<\/p>\n<ol>\n<li>\u00d8ge buddene for eksisterende, konverterende segmenter (s\u00f8gninger, m\u00e5lgrupper, enheder osv.).<\/li>\n<li>Finde nye segmenter at byde p\u00e5, fordi den nu har mere luft i m\u00e5ls\u00e6tningen.<\/li>\n<\/ol>\n<p>At s\u00e6nke dit ROAS-m\u00e5l f\u00f8r en h\u00f8js\u00e6son eller strategisk i l\u00f8bet af \u00e5ret er en fantastisk m\u00e5de at \u00f8ge trafikken og give Smart Bidding mulighed for at finde nye s\u00f8getermer. Som du kan se i dette eksempel, s\u00e6nkede vi m\u00e5lene og fik 20 % flere klik og 31 % flere konverteringer. Vores ROAS faldt med 13 %, men den byttehandel tager jeg til enhver tid for den v\u00e6kst, vi opn\u00e5ede lige f\u00f8r en travl periode.<\/p>\n<h3>#4: Fallback-kampagner med manuel CPC<\/h3>\n<p>Dette fungerer ved at oprette duplikerede kampagner (Search eller Shopping), der bruger manuelle bud. Teknisk set vil fallback-kampagnen blive vist, hvis buddet i den er h\u00f8jere end det, Smart Bidding er villig til at betale i den prim\u00e6re kampagne. Det betyder, at n\u00e5r Smart Bidding ikke byder h\u00f8jt nok, gennemtvinger vores fallback-kampagne et minimumsbud og sikrer, at vi f\u00e5r trafikken.<\/p>\n<p>Vi brugte dette meget f\u00f8r i tiden, men med flere muligheder fra Google bruger vi det sj\u00e6ldent l\u00e6ngere. Det er lidt klodset, men kan stadig v\u00e6re et brugbart v\u00e6rkt\u00f8j.<\/p>\n<h2>S\u00e5dan beviser du, at den &#8220;ekstra&#8221; trafik rent faktisk virker<\/h2>\n<p>Nu hvor du driver mere trafik, hvordan kan du s\u00e5 verificere, at det er en god id\u00e9? Den bedste m\u00e5de er med Googles indbyggede incremental-tests. Annonceringen fra Google Marketing Live 2024 har s\u00e6nket adgangskravet markant. F\u00f8rhen var det et minimumsforbrug p\u00e5 650.000 kr.\/m\u00e5ned; nu er det nede p\u00e5 32.500 kr.\/m\u00e5ned.<\/p>\n<p>Jeg er ikke 100 % overbevist om, at en test til 32.500 kr. er robust nok, men den tidligere gr\u00e6nse var uoverkommelig for de fleste. Nu kan vi k\u00f8re en reel test for at se, om vi samlet set f\u00e5r flere konverteringer ved at k\u00f8re med minimumsbud, s\u00e6nke ROAS-m\u00e5l eller bruge exploration.<\/p>\n<p>M\u00e5let er at besvare \u00e9t sp\u00f8rgsm\u00e5l: F\u00f8rer denne ekstra trafik til yderligere konverteringer, vi ellers ikke ville have f\u00e5et? P\u00e5 papiret vil kampagnen uden disse taktikker se mere effektiv ud. En incremental-test viser dig virkeligheden af, hvad der sker p\u00e5 tv\u00e6rs af hele din forretning.<\/p>\n<p>Hvis du ikke kan k\u00f8re en incremental-test, kan en blended ROAS-metrik v\u00e6re en god sikkerhedsventil for at bekr\u00e6fte, at du stadig er profitabel samlet set. Det er ikke lige s\u00e5 pr\u00e6cist, men det vil fort\u00e6lle dig, om du presser p\u00e5 for trafik p\u00e5 bekostning af din bundlinje.<\/p>\n<h2>[TL;DR]<\/h2>\n<ul>\n<li><strong>Smart Biddings store svaghed:<\/strong> Den er yderst effektiv, men undervurderer ikke-sporbare top-funnel klik og lange kunderejser, hvilket begr\u00e6nser en kontos evne til at skalere.<\/li>\n<li><strong>Skift ikke til manuel:<\/strong> Vores erfaring er, at et fuldt skift tilbage til manuel budgivning n\u00e6sten altid er mindre effektivt og mindre profitabelt, selvom det genererer mere oms\u00e6tning.<\/li>\n<li><strong>Brug en hybrid-tilgang:<\/strong> Den bedste l\u00f8sning er at supplere Smart Bidding med taktikker, der tvinger den til at v\u00e6rds\u00e6tte trafik. Dette virker bedst, n\u00e5r du er i en &#8220;Fredstids&#8221; v\u00e6kstfase.<\/li>\n<li><strong>Fire centrale taktikker:<\/strong> Dine bedste muligheder er at s\u00e6nke ROAS-m\u00e5l, bruge minimumsbud i portef\u00f8ljestrategier og aktivere den nye Smart Bidding Exploration-feature.<\/li>\n<li><strong>Verific\u00e9r alt:<\/strong> Brug Googles nye, mere tilg\u00e6ngelige incremental-tests eller blended ROAS til at bevise, at den ekstra trafik, du k\u00f8ber, rent faktisk skaber inkrementelle konverteringer for din forretning.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Jeg s\u00e5 et tweet for nylig, hvor der blev p\u00e5st\u00e5et, at manuel budgivning var p\u00e5 vej tilbage, og jeg elsker det emne. Det rammer lige ned i hjertet af den konstante sp\u00e6nding mellem automatisering og strategisk kontrol i Google Ads. Lad mig sl\u00e5 \u00e9n ting fast: Smart Bidding virker af en grund. Algoritmen byder ud [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":15815,"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-15625","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-optimering","tag-bud-budget-haandtering"],"acf":{"posts_intro_text":"Smart Bidding er fantastisk for effektiviteten, men kan v\u00e6re en bremseklods for v\u00e6kst, fordi det undervurderer v\u00e6rdien af klik, der ikke kan spores. F\u00f8r du skifter tilbage til manuel budgivning (lad venligst v\u00e6re), s\u00e5 pr\u00f8v disse fire effektive taktikker for at f\u00e5 det bedste fra begge verdener og fikse Smart Biddings st\u00f8rste svaghed."},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Fiks Smart Bidding: Er manuel budgivning p\u00e5 vej tilbage?<\/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\/fikse-smart-bidding\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fiks Smart Bidding: Er manuel budgivning p\u00e5 vej tilbage?\" \/>\n<meta property=\"og:description\" content=\"Jeg s\u00e5 et tweet for nylig, hvor der blev p\u00e5st\u00e5et, at manuel budgivning var p\u00e5 vej tilbage, og jeg elsker det emne. Det rammer lige ned i hjertet af den konstante sp\u00e6nding mellem automatisering og strategisk kontrol i Google Ads. Lad mig sl\u00e5 \u00e9n ting fast: Smart Bidding virker af en grund. 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