{"id":15686,"date":"2025-10-23T10:48:11","date_gmt":"2025-10-23T08:48:11","guid":{"rendered":"https:\/\/savvyrevenue.com\/?p=15686"},"modified":"2025-10-23T10:51:35","modified_gmt":"2025-10-23T08:51:35","slug":"struktur-search-kampagne","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/struktur-search-kampagne\/","title":{"rendered":"Struktur i Search-kampagner: Hold op med at over-segmentere din konto"},"content":{"rendered":"<p>Jeg \u00e5bner konstant Google Ads-konti, der ligner noget fra 2020. Mens vi har taget kvantespring med Performance Max og Demand Gen, lader Search til at sidde fast i fortiden. Den st\u00f8rste synder er over-segmentering, og det lammer performance for de fleste konti, fordi det modarbejder Smart Bidding og den m\u00e5de, Google rent faktisk fungerer p\u00e5 i dag.<\/p>\n<p>S\u00e5 lad os tale om den moderne struktur for Search-kampagner, der virker for e-handel. Men f\u00f8rst, en af mine kerneoverbevisninger: ingen kampagnestruktur er perfekt i alle tilf\u00e6lde. De principper, jeg vil dele, er dog baseret p\u00e5, hvordan Googles algoritmer fungerer, hvilket g\u00f8r dem bredt anvendelige.<\/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\/alzmjSBcuB4\" 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>Derfor er din search-struktur for\u00e6ldet<\/h2>\n<p>Lad os hurtigt gennemg\u00e5 fortidens kampagnestrukturer for at forst\u00e5, hvorfor de fejler i dag.<\/p>\n<ul>\n<li><strong>SKAGs (Single Keyword Ad Groups):<\/strong> Det bliver alt for rodet. I gamle dage brugte vi SKAGs, fordi vi kunne s\u00e6tte en mobil budjustering pr. s\u00f8geord. Det var grunden. I dag er de et mareridt for annoncetest, og hele kampagneorganiseringen sporer fuldst\u00e6ndig af.<\/li>\n<li><strong>STAGs (Single Theme Ad Groups):<\/strong> Et forf\u00e6rdeligt navn, og i de fleste tilf\u00e6lde resulterer det bare i en irrelevant sammenh\u00e6ng mellem s\u00f8geord og annonce. M\u00e5ske det har sin plads inden for lead gen, men for e-handel er det noget rod.<\/li>\n<li><strong>SLAGs (Single Landing Page Ad Groups):<\/strong> Ligner STAGs, men er efter min mening fuldst\u00e6ndig ubrugelig set fra et e-handelsperspektiv. Et framework, hvor \u00e9t enkelt s\u00f8geord logisk set kan passe ind tre forskellige steder, er slet ikke et framework; det er en opskrift p\u00e5 forvirring.<\/li>\n<li><strong>Hagakure:<\/strong> Det er et t\u00e5beligt navn, som ingen forst\u00e5r, men det underliggende koncept om konsolidering er grundl\u00e6ggende der, hvor vi er endt. Jeg synes bare, at det at kalde det &#8220;Hagakure&#8221; er et marketingstunt.<\/li>\n<\/ul>\n<p>Pointen er, at SKAGs, STAGs og SLAGs ikke l\u00e6ngere virker. Her er et perfekt eksempel p\u00e5 en SKAG-struktur, jeg st\u00f8dte p\u00e5 for nylig.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-15703 size-large\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-32-1024x647.png\" alt=\"Screenshot af en for\u00e6ldet SCAG-struktur med dusinvis af annoncegrupper for sm\u00e5 s\u00f8geordsvariationer som 'julefrokost menu' og 'bestil julefrokost'.\" width=\"1024\" height=\"647\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-32-1024x647.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-32-300x190.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-32-768x485.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-32-1536x971.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-32-100x63.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Illustration-32.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>Vi har annoncegrupper for:<\/p>\n<ul>\n<li>&#8220;julefrokost ud af huset&#8221;<\/li>\n<li>&#8220;mad til julefrokost&#8221;<\/li>\n<li>&#8220;julefrokost menu&#8221;<\/li>\n<li>&#8220;bestil julefrokost&#8221;<\/li>\n<\/ul>\n<p>&#8230; det er alt sammen det samme. Annoncerne for disse annoncegrupper vil ikke v\u00e6re meningsfuldt forskellige. Resultatet er 150 forskellige annoncegrupper at administrere. P\u00e5 grund af den m\u00e5de, Googles &#8216;variant matching&#8217; af s\u00f8geord fungerer p\u00e5 i dag, kan den samme s\u00f8geterm udl\u00f8se en annonce fra hvilken som helst af disse annoncegrupper. Vi har reelt ingen kontrol.<\/p>\n<p>Det er derfor, SKAGs er en for\u00e6ldet model.<\/p>\n<h2>Kerne-problemet: for mange d\u00f8re til den samme auktion<\/h2>\n<p>N\u00e5r jeg \u00e5bner en konto, der er struktureret som den ovenfor, er det grundl\u00e6ggende problem altid det samme: <strong>Smart Bidding kan tilg\u00e5 den samme auktion fra flere steder.<\/strong> Det forvirrer systemet.<\/p>\n<p>T\u00e6nk tilbage p\u00e5 dengang, vi styrede bud manuelt. Hvis du h\u00e6vede et bud \u00e9t sted, s\u00e6nkede det et andet og justerede et tredje, alt sammen for den samme potentielle s\u00f8geterm, ville din strategi v\u00e6re et kaotisk rod. Det er stadig forvirrende for Smart Bidding. Algoritmen k\u00e6mper med at l\u00e6re, n\u00e5r den har for mange indgange til den pr\u00e6cis samme auktion.<\/p>\n<p>Vores prim\u00e6re m\u00e5l i dag er at begr\u00e6nse antallet af steder, hvorfra Smart Bidding kan g\u00e5 ind i en auktion p\u00e5 vores konto. Vi skal holde det stramt.<\/p>\n<h2>De 5 nye regler for en h\u00f8jt performende search-struktur<\/h2>\n<p>Dette er det framework, vi implementerer hos SavvyRevenue. Det er derfor, vi rutinem\u00e6ssigt opn\u00e5r bedre resultater med Search end med Shopping \u2013 de fleste bureauer ved simpelthen ikke l\u00e6ngere, hvordan man strukturerer Search-kampagner. Reglerne er simple.<\/p>\n<h3>Regel 1: Hold det stramt<\/h3>\n<p>Det styrende princip er dette: <strong>brug s\u00e5 f\u00e5 s\u00f8geord, s\u00e5 f\u00e5 annoncer og s\u00e5 f\u00e5 annoncegrupper, som du kan slippe afsted med.<\/strong><\/p>\n<p>Alt bunder i \u00e9n simpel sammenh\u00e6ng:<\/p>\n<p><strong>S\u00f8geterm \u2192 matcher S\u00f8geord \u2192 matcher Annonce \u2192 matcher Landingsside<\/strong><\/p>\n<p>S\u00e5 l\u00e6nge de fire dele h\u00e6nger sammen, er din struktur solid. Dit sekund\u00e6re m\u00e5l er at koncentrere trafikken i s\u00e5 f\u00e5 Responsive Search Ads (RSAs) som muligt. Jo f\u00e6rre RSA&#8217;er du har, desto mere data bliver koncentreret p\u00e5 hver enkelt, hvilket lader Googles algoritme finde de bedste kombinationer af overskrifter meget hurtigere.<\/p>\n<p>N\u00e5r du skal beslutte, om du vil oprette en ny annoncegruppe, s\u00e5 stil dig selv \u00e9t sp\u00f8rgsm\u00e5l:<\/p>\n<p><em>&#8220;Vil jeg skrive en meningsfuldt anderledes annonce til dette s\u00f8geord?&#8221;<\/em><\/p>\n<p>Hvis svaret er ja, skal du oprette en ny annoncegruppe. Hvis det er nej, skal du tilf\u00f8je s\u00f8geordet til en eksisterende annoncegruppe. S\u00e5 simpelt er det.<\/p>\n<p>Her er et par eksempler for l\u00f8besko:<\/p>\n<ul>\n<li><strong>Annoncegruppe 1: Nike L\u00f8besko<\/strong>\n<ul>\n<li>S\u00f8geord: &#8220;l\u00f8besko fra nike&#8221;, &#8220;nike l\u00f8besko herre&#8221;, &#8220;nike l\u00f8besko dame&#8221;, &#8220;nike air zoom l\u00f8besko&#8221;<\/li>\n<li>Alle disse s\u00f8geord kan serviceres af den samme annonce og g\u00e5 til den samme Nike-kategoriside. De h\u00f8rer sammen.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-15710\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Nike-Running-Shoes-1-217x300.png\" alt=\"\" width=\"289\" height=\"400\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Nike-Running-Shoes-1-217x300.png 217w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Nike-Running-Shoes-1-100x138.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Nike-Running-Shoes-1.png 560w\" sizes=\"(max-width: 289px) 100vw, 289px\" \/><\/p>\n<ul>\n<li><strong>Annoncegruppe 2: Maratonl\u00f8besko<\/strong>\n<ul>\n<li>S\u00f8geord: &#8220;l\u00f8besko til lange distancer&#8221;, &#8220;udholdenhedsl\u00f8besko&#8221;, &#8220;race day l\u00f8besko&#8221;, &#8220;maraton tr\u00e6ningssko&#8221;<\/li>\n<li>Alle s\u00f8geord peger p\u00e5 den samme brugerintention og kan g\u00e5 til den samme landingsside for maratonl\u00f8besko. De h\u00f8rer sammen.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-15728\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Marathon-Running-Shoes-1-169x300.png\" alt=\"\" width=\"225\" height=\"400\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Marathon-Running-Shoes-1-169x300.png 169w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Marathon-Running-Shoes-1-100x178.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Marathon-Running-Shoes-1.png 436w\" sizes=\"(max-width: 225px) 100vw, 225px\" \/><\/p>\n<ul>\n<li><strong>Annoncegruppe 3: Letv\u00e6gtsl\u00f8besko<\/strong>\n<ul>\n<li>S\u00f8geord: &#8220;ultra lette l\u00f8besko&#8221;, &#8220;fjerlette l\u00f8besko&#8221;, &#8220;lette l\u00f8besko&#8221;<\/li>\n<li>Men hvad med &#8220;minimalistiske l\u00f8besko&#8221;? Teknisk set er de letv\u00e6gts. Men som en, der ved noget om l\u00f8besko, er &#8220;minimalist&#8221; en helt anden underkategori. En bruger, der s\u00f8ger p\u00e5 den term, leder efter noget specifikt, s\u00e5 den b\u00f8r f\u00e5 sin egen annoncegruppe med en dedikeret annonce. Det er d\u00e9t, &#8220;meningsfuldt anderledes&#8221; betyder.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15716\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Marathon-Running-Shoes-176x300.png\" alt=\"\" width=\"235\" height=\"400\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Marathon-Running-Shoes-176x300.png 176w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Marathon-Running-Shoes-100x170.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Marathon-Running-Shoes.png 454w\" sizes=\"(max-width: 235px) 100vw, 235px\" \/><\/p>\n<h3>Regel 2: Drop de endel\u00f8se s\u00f8geordsvariationer<\/h3>\n<p>Du skal l\u00e6ne dig op ad Googles s\u00f8geordsmatchning, ikke bek\u00e6mpe den. Vi elsker alle at brokke os, n\u00e5r Google matcher en underlig s\u00f8geterm, men i stedet for at brokke os, lad os udnytte det til at simplificere vores konti.<\/p>\n<p>Det er det, jeg mener, n\u00e5r jeg siger, at de fleste konti sidder fast i 2020. Man ser typisk dette:<\/p>\n<ul>\n<li>begynder basundervisning<\/li>\n<li>basundervisning for begyndere<\/li>\n<li>basundervisning begynder<\/li>\n<li>begyndende basundervisning<\/li>\n<li>bas for begyndere<\/li>\n<\/ul>\n<p>Og s\u00e5 ser man dem alle igen i Exact Match. Og hvis nogen er blevet rigtig begejstret efter at have l\u00e6st et LinkedIn-opslag, ligger de der ogs\u00e5 i Broad Match. Og s\u00e5 undrer man sig over, hvorfor Smart Bidding ikke kan finde ud af, hvad den skal g\u00f8re. For en kunde erstattede vi en k\u00e6mpe liste som den med blot to s\u00f8geord: &#8220;bas for begyndere&#8221; og &#8220;basguitar for begyndere&#8221;. Resultatet? 3x bedre volumen og en 3x lavere pris pr. konvertering.<\/p>\n<h3>Regel 3: Phrase &amp; Exact Match er alt, du beh\u00f8ver (som regel)<\/h3>\n<p>Alt for mange tror, at man enten skal g\u00e5 all-in p\u00e5 Broad Match eller udelukkende holde sig til Exact Match. S\u00e5dan ser jeg det bare ikke for e-handel.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15723\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Exact-works-just-fine.png\" alt=\"\" width=\"420\" height=\"241\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Exact-works-just-fine.png 620w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Exact-works-just-fine-300x172.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Exact-works-just-fine-100x57.png 100w\" sizes=\"(max-width: 420px) 100vw, 420px\" \/><\/p>\n<ul>\n<li><strong>Exact Match:<\/strong> Dette er din base. Hvad du ser, er hvad du f\u00e5r.<\/li>\n<li><strong>Phrase Match:<\/strong> Dette er din d\u00e6kning. Det fanger de relevante variationer uden at spore helt af.<\/li>\n<li><strong>Broad Match:<\/strong> Dette er et ekspansionsv\u00e6rkt\u00f8j. Vi tilf\u00f8jer det kun, hvis vi har brug for mere skala og har profitten til at underst\u00f8tte &#8216;udforskningen&#8217;.<\/li>\n<\/ul>\n<p>Teknisk set kunne du sikkert n\u00f8jes med kun at bruge Phrase Match. Men jeg kan godt lide at bruge b\u00e5de Phrase og Exact Match, fordi det lader mig hurtigt se, om st\u00f8rstedelen af min konverterende trafik kommer fra den pr\u00e6cise kerneterm (Exact Match) eller fra l\u00f8sere variationer (Phrase Match). Det er et simpelt og effektivt analysev\u00e6rkt\u00f8j.<\/p>\n<h3>Regel 4: Skriv meningsfulde overskrifter (eller lad helt v\u00e6re)<\/h3>\n<p>N\u00e5r du har valgt dine s\u00f8geord, har du kun to h\u00e5ndtag tilbage: dit bud og din annonce. Du er n\u00f8dt til at blive god til at skrive annoncer.<\/p>\n<p>Vi bruger en struktureret tilgang til vores RSA-overskrifter for at sikre, at vi giver algoritmen forskellige aktiver af h\u00f8j kvalitet. Vi bruger ikke altid alle 15, men vi starter med et framework:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15732\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Preferably-using-a-structure-like-this_-991x1024.png\" alt=\"\" width=\"700\" height=\"723\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Preferably-using-a-structure-like-this_-991x1024.png 991w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Preferably-using-a-structure-like-this_-290x300.png 290w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Preferably-using-a-structure-like-this_-768x794.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Preferably-using-a-structure-like-this_-100x103.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Preferably-using-a-structure-like-this_.png 1284w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<ul>\n<li><strong>Overskrift 1-2 (S\u00f8geordsfokus):<\/strong> Inkluder s\u00f8geordet direkte, m\u00e5ske med en modifikator som &#8220;Officiel&#8221; eller &#8220;2024 Kollektion&#8221;.<\/li>\n<li><strong>Overskrift 3-4 (Tilbudsfokus):<\/strong> Tal om prisen, udsalg eller et aktuelt tilbud. Skab urgency.<\/li>\n<li><strong>Overskrift 5-6 (Trust-faktorer):<\/strong> Hurtig levering, gratis retur, lagerstatus, garantier.<\/li>\n<li><strong>Overskrift 7-8 (Social proof):<\/strong> Antal anmeldelser, stjerne-ratings, priser, popularitet (&#8220;Bestseller&#8221;).<\/li>\n<li><strong>Overskrift 9-10 (S\u00e6son\/Aktuelt):<\/strong> Dette er en k\u00e6mpe mulighed. &#8220;Efter\u00e5rets styles er her&#8221;, &#8220;Bliv klar til sommer&#8221;. Hav altid noget nyt at sige.<\/li>\n<li><strong>Overskrift 11-12 (Fordelsfokus):<\/strong> Hvad er den praktiske eller f\u00f8lelsesm\u00e6ssige tilfredsstillelse, brugeren f\u00e5r?<\/li>\n<li><strong>Overskrift 13-15 (Kategori\/Specifikationer):<\/strong> For kategorier med mange SKU&#8217;er, fremh\u00e6v noget specifikt. For en flad pung kunne det v\u00e6re &#8220;Passer i din forlomme&#8221;. Undg\u00e5 fluffy marketing-lingo.<\/li>\n<\/ul>\n<p>At skrive bedre annoncer er en af de mest direkte m\u00e5der at forbedre performance p\u00e5 Search.<\/p>\n<h3>Regel 5: Fodr maskinen med f\u00f8rstepartsdata<\/h3>\n<p>Hold det simpelt. Opret og tilf\u00f8j disse fire m\u00e5lgrupper til dine kampagner (i &#8216;Observation&#8217;-tilstand):<\/p>\n<ol>\n<li>Bes\u00f8gende p\u00e5 websitet<\/li>\n<li>Alle, der har konverteret<\/li>\n<li>E-mail-abonnenter (fra dit CRM)<\/li>\n<li>E-mail-kunder (fra dit CRM)<\/li>\n<\/ol>\n<p>Med meget f\u00e5 undtagelser er alle andre m\u00e5lgrupper irrelevante for Search-kampagner inden for e-handel. Medmindre du har nok datavolumen til at skrive en helt anden annonce til en anden m\u00e5lgruppe (hvilket de f\u00e6rreste virksomheder har), er det nok bare at give Google disse signaler. Systemet skal nok finde ud af, hvad det skal bruges til.<\/p>\n<h2>S\u00e5dan ser det ud p\u00e5 en rigtig konto<\/h2>\n<p>S\u00e5 hvordan h\u00e6nger alt dette sammen? Vores standardops\u00e6tning for Search p\u00e5 en ny e-handelskonto indeholder typisk kun tre kampagnetyper til at starte med:<\/p>\n<ol>\n<li><strong>Kategori-s\u00f8geord<\/strong> (f.eks. &#8220;l\u00f8besko&#8221;)<\/li>\n<li><strong>Kategori + Brand-s\u00f8geord<\/strong> (f.eks. &#8220;nike l\u00f8besko&#8221;)<\/li>\n<li><strong>Dynamic Search Ads (DSA)<\/strong><\/li>\n<\/ol>\n<p>Disse tre kampagnetyper vil fange 80-90% af den indledende volumen. Derfra kan vi tilf\u00f8je kampagner for generiske termer, produkter eller specifikke &#8220;niche-filtre&#8221; (som &#8220;d\u00e6kst\u00f8rrelse&#8221; for en cykelbutik), men kernen er simpel.<\/p>\n<p>Her er en konto, hvor vi har kampagner opdelt efter de prim\u00e6re produktkategorier: T\u00f8j, Tasker, Briller og Smykker. Smykker st\u00e5r for 50% af oms\u00e6tningen, s\u00e5 den kategori har vi opdelt for at have mere budgetkontrol. Det er rent og simpelt.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15736\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Preferably-using-a-structure-like-this-2-968x1024.png\" alt=\"\" width=\"500\" height=\"529\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Preferably-using-a-structure-like-this-2-968x1024.png 968w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Preferably-using-a-structure-like-this-2-284x300.png 284w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Preferably-using-a-structure-like-this-2-768x812.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Preferably-using-a-structure-like-this-2-100x106.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Preferably-using-a-structure-like-this-2.png 1094w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p>Hvis vi kigger ind i &#8220;Armb\u00e5nd&#8221;-kampagnen, ser vi annoncegrupper for kerne-s\u00f8geordet (&#8220;armb\u00e5nd&#8221;) og for s\u00f8geordet plus et filter (&#8220;armb\u00e5nd&#8221; + farve\/materiale). Vi bruger dynamisk s\u00f8geordsinds\u00e6ttelse i annoncerne, s\u00e5 vi ikke beh\u00f8ver en separat annoncegruppe for hver lille variation. S\u00f8geordet kommer ind i overskriften, data bliver konsolideret, og systemet virker.<\/p>\n<p>Hele strukturen er bygget op om det ene sp\u00f8rgsm\u00e5l: Matcher s\u00f8getermen s\u00f8geordet, som matcher annoncen, som matcher landingssiden? Hvis ja, kan det grupperes. Hvis nej, skal det have en ny annoncegruppe.<\/p>\n<p>Det er en simpel, skalerbar og effektiv m\u00e5de at k\u00f8re Search p\u00e5 i dag.<\/p>\n<h2>[TL;DR]<\/h2>\n<ul>\n<li><strong>Stop med at over-segmentere:<\/strong> Gamle strukturer som SKAGs skaber for mange indgange til auktionen og forvirrer Smart Bidding. Konsolidering er n\u00f8glen.<\/li>\n<li><strong>Regel 1: Hold det stramt:<\/strong> Brug s\u00e5 f\u00e5 s\u00f8geord, annoncer og annoncegrupper som muligt. Opret kun en ny annoncegruppe, hvis du har brug for at skrive en meningsfuldt anderledes annonce.<\/li>\n<li><strong>Regel 2: Drop s\u00f8geordsvariationer:<\/strong> L\u00e6n dig op ad Googles s\u00f8geordsmatchning. Et par kerne-s\u00f8geord i Phrase\/Exact Match vil d\u00e6kke hundredvis af sm\u00e5 variationer.<\/li>\n<li><strong>Regel 3: Hold dig til Phrase &amp; Exact Match:<\/strong> For de fleste e-handelskonti giver denne kombination den ideelle balance mellem pr\u00e6cision og d\u00e6kning. Brug kun Broad Match, n\u00e5r du skal skalere og har marginen til det.<\/li>\n<li><strong>Regel 4: Fokuser p\u00e5 annoncekvalitet:<\/strong> Dine eneste h\u00e5ndtag er dit bud og din annonce. Brug en struktureret tilgang til at skrive RSA-overskrifter, der giver algoritmen aktiver af h\u00f8j kvalitet at teste.<\/li>\n<li><strong>Regel 5: Brug f\u00f8rstepartsdata:<\/strong> Fodr Google med dine kunde- og bes\u00f8gslister som m\u00e5lgruppesignaler. Det hj\u00e6lper algoritmen med at tr\u00e6ffe klogere beslutninger.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Jeg \u00e5bner konstant Google Ads-konti, der ligner noget fra 2020. Mens vi har taget kvantespring med Performance Max og Demand Gen, lader Search til at sidde fast i fortiden. Den st\u00f8rste synder er over-segmentering, og det lammer performance for de fleste konti, fordi det modarbejder Smart Bidding og den m\u00e5de, Google rent faktisk fungerer p\u00e5 [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":15698,"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":[20],"tags":[32],"class_list":["post-15686","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opbygning-af-konto","tag-text-ads"],"acf":{"posts_intro_text":"De fleste Google Ads-konti lammes af en for\u00e6ldet struktur for Search-kampagner, der h\u00f8rer til i 2020. Denne bes\u00e6ttelse af over-segmentering forvirrer Smart Bidding og g\u00e5r direkte ud over performance. Her er de nye, simple regler for at bygge Search-kampagner, der rent faktisk virker i dag."},"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>Struktur i Search-kampagner: Hold op med at over-segmentere din konto<\/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\/struktur-search-kampagne\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Struktur i Search-kampagner: Hold op med at over-segmentere din konto\" \/>\n<meta property=\"og:description\" content=\"Jeg \u00e5bner konstant Google Ads-konti, der ligner noget fra 2020. 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