{"id":15930,"date":"2025-12-02T11:26:39","date_gmt":"2025-12-02T10:26:39","guid":{"rendered":"https:\/\/savvyrevenue.com\/?p=15930"},"modified":"2025-12-02T11:26:39","modified_gmt":"2025-12-02T10:26:39","slug":"new-customer-acquisition-google-ads","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/new-customer-acquisition-google-ads\/","title":{"rendered":"New Customer Acquisition i Google Ads: Stop med at bruge funktionen forkert"},"content":{"rendered":"<p>Dette har l\u00e6nge v\u00e6ret en af de mest misforst\u00e5ede funktioner, Google nogensinde har lanceret. P\u00e5 overfladen lyder det jo fantastisk. Alle vil have flere nye kunder, ikke? Hele din forretnings v\u00e6kst afh\u00e6nger af det.<\/p>\n<p>Problemet er, at det bare ikke er s\u00e5 simpelt. Jeg har set nok konti til at vide, at de fleste annonc\u00f8rer bare sl\u00e5r New Customer Acquisition til, tilf\u00f8jer en vilk\u00e5rlig v\u00e6rdi og krydser fingre, helt uvidende om, hvad der sker under motorhjelmen. Det er p\u00e5 tide, at vi dykker ned i denne funktion, s\u00e5 du kan f\u00e5 mest muligt ud af den \u2013 og lige s\u00e5 vigtigt, vide, hvorn\u00e5r du skal holde dig fra den.<\/p>\n<p>For til sidst vil jeg dele en overraskende statistik om eksisterende kunder, der beviser, hvorfor et 100 % fokus p\u00e5 nye kunder kan v\u00e6re en katastrofe for din forretning.<\/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\/JBeQDU6WIPU\" 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>S\u00e5dan virker funktionen New Customer Acquisition i virkeligheden<\/h2>\n<p>Lad os starte med det tekniske. I teorien er processen ligetil. F\u00f8rst skal vi fort\u00e6lle Google, hvem vores eksisterende kunder er. Best practice er at bruge al din f\u00f8rstepartsdata: Customer Match-lister fra Klaviyo eller Shopify, konverteringsdata og is\u00e6r udvidet konverteringssporing (Enhanced Conversions).<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-16116 size-full\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/10\/Screen-Recording-2025-11-10-at-11.52.49.gif\" alt=\"\" width=\"800\" height=\"724\" \/><\/p>\n<p>Smart Bidding bruger s\u00e5 denne information til at skelne mellem en ny og en eksisterende kunde p\u00e5 konverteringstidspunktet. Derfra kan vi bede systemet om at tilf\u00f8je en ekstra v\u00e6rdi, n\u00e5r en konvertering kommer fra en ny kunde. For eksempel, hvis en ny kunde foretager et k\u00f8b p\u00e5 579 kr., og vi har sat en &#8220;ny kunde-v\u00e6rdi&#8221; p\u00e5 325 kr., ser Googles algoritme den konvertering som v\u00e6rende 904 kr. v\u00e6rd.<\/p>\n<p>Denne oppustede v\u00e6rdi forvr\u00e6nger budgivningsalgoritmen til at prioritere auktioner, s\u00f8geord, produkter og kanaler, som den mener, tiltr\u00e6kker flere nye kunder. Alt i alt er det en god funktion, der kan hj\u00e6lpe dig med at fokusere dit budget korrekt. Men f\u00f8r vi roser den, er der tre kritiske ting, du skal forst\u00e5.<\/p>\n<h2>De tre ting, Google ikke fort\u00e6ller dig<\/h2>\n<p>Jeg mener, at alle b\u00f8r kende disse tre pointer, f\u00f8r de overhovedet aktiverer denne funktion. Det er ved at ignorere dem, at de fleste fejl sker.<\/p>\n<h3>1. Den er kun s\u00e5 god som dine data<\/h3>\n<p>Hele funktionen afh\u00e6nger af Googles evne til at identificere dine eksisterende kunder. Jo mindre data du giver, jo mindre pr\u00e6cis vil den v\u00e6re. Hvis Google ikke med sikkerhed kan matche en bruger med din liste over eksisterende kunder, vil den som standard klassificere dem som en <strong>ny kunde<\/strong>. Det er ikke i sig selv godt eller d\u00e5rligt; det er bare s\u00e5dan, det virker. Men hvis dine data er svage, kommer du til at overvurdere v\u00e6rdien af konverteringer, der reelt set ikke er nye.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-16120\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Group-23464-1-300x193.png\" alt=\"\" width=\"800\" height=\"514\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Group-23464-1-300x193.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Group-23464-1-1024x658.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Group-23464-1-768x493.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Group-23464-1-100x64.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Group-23464-1.png 1090w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<h3>2. Den oppuster din rapporterede oms\u00e6tning og ROAS<\/h3>\n<p>Den her er vigtig. De ekstra 325 kr., du tilf\u00f8jer for en ny kunde? De bliver en fast del af din samlede konverteringsv\u00e6rdi overalt i Google Ads&#8217; brugerflade. Hvis du eksporterer dine data, f\u00f8lger den &#8220;falske&#8221; oms\u00e6tning med.<\/p>\n<p>Lad os lave lidt simpel matematik. Forestil dig, at du bruger 650.000 kr. og f\u00e5r 3.500 nye kunder og 1.500 eksisterende kunder.<\/p>\n<ul>\n<li><strong>Scenarie A (uden tilf\u00f8jet v\u00e6rdi):<\/strong> Din samlede rapporterede oms\u00e6tning er 2.567.500 kr. Din ROAS er 395 %.<\/li>\n<li><strong>Scenarie B (med 325 kr. tilf\u00f8jet v\u00e6rdi):<\/strong> Dine 3.500 nye kunder genererer 1.137.500 kr. ekstra i &#8220;v\u00e6rdi&#8221; (3.500 x 325 kr.). Din samlede rapporterede oms\u00e6tning er nu 3.705.000 kr. Din ROAS er 570 %.<\/li>\n<\/ul>\n<p>Du bruger stadig 650.000 kr., men systemet ser nu en ROAS p\u00e5 570 % og vil begynde at byde meget mere aggressivt. N\u00e5r vi sp\u00f8rger Googles product managers om dette, siger de, at det er fordi, det er den v\u00e6rdi, Smart Bidding bruger, og derfor skal den afspejles i rapporteringen. Jeg forst\u00e5r logikken, men personligt havde jeg foretrukket, at det her l\u00e5 i sin egen separate kolonne. Det \u00f8del\u00e6gger fuldst\u00e6ndig din mulighed for at analysere performance-tendenser \u00e5r for \u00e5r.<\/p>\n<h3>3. Den s\u00e6nker i al hemmelighed dit ROAS-m\u00e5l<\/h3>\n<p>Det her er den del, du absolut ikke har r\u00e5d til at misforst\u00e5. <strong>Ingen steder i brugerfladen forklarer Google, at tilf\u00f8jelsen af en ny kunde-v\u00e6rdi reelt set s\u00e6nker dit ROAS-m\u00e5l for de kunder.<\/strong><\/p>\n<p>Det er en skam, for Google har allerede dataene til at vise dig det. De kender dit forhold mellem nye og eksisterende kunder, s\u00e5 de kunne nemt vise en besked som: &#8220;Ved at tilf\u00f8je en v\u00e6rdi p\u00e5 325 kr. vil dit effektive ROAS-m\u00e5l for nye kunder blive reduceret fra 400 % til 300 %.&#8221;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-16125 size-full\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screen-Recording-2025-11-11-at-09.58.17.gif\" alt=\"\" width=\"800\" height=\"726\" \/><\/p>\n<p>I stedet f\u00e5r vi en lidt forvirrende prompt, der sp\u00f8rger, om vi vil &#8220;byde h\u00f8jere&#8221; for nye kunder. Selvf\u00f8lgelig vil vi det. Men vi er n\u00f8dt til at kende den direkte indflydelse, det har p\u00e5 vores profitabilitetsm\u00e5l. Det er en kritisk udeladelse.<\/p>\n<h2>Hvad denne funktion ikke g\u00f8r<\/h2>\n<p>Der er ogs\u00e5 et par almindelige misforst\u00e5elser om, hvad denne funktion er til for.<\/p>\n<ul>\n<li><strong>Den s\u00e6nker ikke din pris for brand s\u00f8geord.<\/strong> Det er en helt anden snak om budgivningsstrategi, ikke om indstillinger for New Customer Acquisition. At byde h\u00f8jere for nye kunder, der s\u00f8ger p\u00e5 dit brand, er bare en m\u00e5de at \u00f8ge dine omkostninger p\u00e5 uden reel gevinst.<\/li>\n<li><strong>Den s\u00e6nker ikke dit forbrug p\u00e5 retargeting-m\u00e5lgrupper.<\/strong> Mange antager, at retargeting kun er for eksisterende kunder. Det er det absolut ikke. Hvis en ny kunde er i en retargeting-m\u00e5lgruppe, vil systemet stadig g\u00e5 aggressivt efter dem med den tilf\u00f8jede v\u00e6rdi.<\/li>\n<\/ul>\n<h2>S\u00e5 hvem b\u00f8r egentlig bruge denne funktion?<\/h2>\n<p>P\u00e5 trods af faldgruberne er funktionen et st\u00e6rkt v\u00e6rkt\u00f8j for den rigtige type forretning. Det overordnede sp\u00f8rgsm\u00e5l er: har nye kunder en markant st\u00f8rre livstidsv\u00e6rdi end eksisterende?<\/p>\n<p>Her er et par eksempler, hvor svaret er et klart ja:<\/p>\n<ul>\n<li><strong>Abonnementsforretninger:<\/strong> Den her er oplagt. En ny abonnent, der betaler hver m\u00e5ned i 12 eller 18 m\u00e5neder, er langt mere v\u00e6rdifuld end et enkeltst\u00e5ende k\u00f8b.<\/li>\n<li><strong>E-handel med h\u00f8j genk\u00f8bsrate:<\/strong> T\u00e6nk p\u00e5 forbrugsvarer eller brands med h\u00f8j loyalitet. Jeg har set nogle af vores kunder hos Savvy ramme en genk\u00f8bsrate p\u00e5 40 %. I de tilf\u00e6lde er anskaffelsen af en ny kunde en investering, der betaler sig igen og igen.<\/li>\n<li><strong>DTC-brands med et stort forhandlernetv\u00e6rk:<\/strong> N\u00e5r du s\u00e6lger i mange fysiske butikker, ender du med at konkurrere med dine retail-partnere om dine egne brand s\u00f8geord. Det er ofte smartere at bruge dit marketingbudget p\u00e5 at finde helt nye mennesker, der ikke kender brandet endnu, i stedet for at k\u00e6mpe om den samme pulje af eksisterende kunder.<\/li>\n<li><strong>Konti, der rammer et v\u00e6kstloft:<\/strong> Det lyder m\u00e5ske sk\u00f8rt, men mange forretninger rammer en gr\u00e6nse for, hvor meget de kan skalere med Google Ads alene. P\u00e5 det tidspunkt kan det at skelne mellem, hvor meget du er villig til at betale for en ny kunde versus en eksisterende, v\u00e6re en m\u00e5de at vokse hurtigere end markedet.<\/li>\n<\/ul>\n<h2>Den rigtige m\u00e5de at implementere New Customer Acquisition p\u00e5 (en trin-for-trin guide)<\/h2>\n<p>Bare at anvende en v\u00e6rdi og h\u00e5be p\u00e5 det bedste er en opskrift p\u00e5 spildt annoncebudget. Her er en metodisk tilgang, der rent faktisk virker.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16128 size-full\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screen-Recording-2025-11-11-at-10.08.40.gif\" alt=\"\" width=\"800\" height=\"726\" \/><\/p>\n<h3>Fase 1: Ops\u00e6tning (Data er altafg\u00f8rende)<\/h3>\n<p>F\u00f8rst skal du oprette din m\u00e5lgruppe med eksisterende kunder. Fyld den med to ting: din Customer Match-liste (faktiske kunder, ikke bare e-mail-abonnenter) og dine konverteringsdata (med udvidet konverteringssporing aktiveret). Dette er dit fundament.<\/p>\n<h3>Fase 2: Fastl\u00e6g din baseline (Spring ikke dette over)<\/h3>\n<p>N\u00e5r du stoler p\u00e5 dine m\u00e5lgruppedata, skal du g\u00e5 ind i dine kampagneindstillinger og tilf\u00f8je en meget lille v\u00e6rdi for nye kunder \u2013 noget i stil med 0,01 kr. eller 1 kr. M\u00e5let her er ikke at \u00e6ndre budgivning, men at begynde at indsamle data. Lad det k\u00f8re i mindst 28 dage.<\/p>\n<p>Efter en m\u00e5ned skal du analysere dataene. Du vil gerne fastl\u00e6gge en baseline for et par ting:<\/p>\n<ul>\n<li>Er der meningsfulde forskelle mellem kampagner?<\/li>\n<li>Ser du flere eller f\u00e6rre nye kunder, end du forventede, baseret p\u00e5 din forretnings overordnede genk\u00f8bsrate?<\/li>\n<li>Hvordan er forholdet mellem nye og eksisterende kunder i Google Ads sammenlignet med dine tal i andre attribueringsv\u00e6rkt\u00f8jer?<\/li>\n<li>Til sidst, hvad er din baseline for andelen af nye kunder? Opret en brugerdefineret kolonne for at spore denne procentdel.<\/li>\n<\/ul>\n<h3>Fase 3: Eksperimentet (Beregn, lad v\u00e6re med at g\u00e6tte)<\/h3>\n<p>Nu kan du begynde at tilf\u00f8je en reel v\u00e6rdi. Det her skal ikke v\u00e6re et g\u00e6t. Det skal v\u00e6re en beregning baseret p\u00e5, hvor meget lavere du er villig til at lade din ROAS g\u00e5 for nye kunder. Hvis din gennemsnitlige ordrev\u00e6rdi er 520 kr. og dit ROAS-m\u00e5l er 400 %, er dit CPA-m\u00e5l 130 kr. At tilf\u00f8je en ny kunde-v\u00e6rdi p\u00e5 130 kr. s\u00e6nker reelt set dit ROAS-m\u00e5l for de konverteringer til 300 % (en CPA p\u00e5 173 kr.).<\/p>\n<p><strong>Det er afg\u00f8rende at huske, at du s\u00e6nker din samlede ROAS.<\/strong> Hvis du har et stramt blended ROAS-m\u00e5l (f.eks. m\u00e5 du kun bruge 20 % af den samlede oms\u00e6tning p\u00e5 marketing), kan du blive n\u00f8dt til samtidig at h\u00e6ve dit overordnede ROAS-m\u00e5l (f.eks. til 450 %) for at skabe balance. Dette fort\u00e6ller systemet, at det skal v\u00e6re strengere over for eksisterende kunder, mens det f\u00e5r mere plads til nye.<\/p>\n<h3>Fase 4: M\u00e5l og gentag (Den del, alle glemmer)<\/h3>\n<p>Vent yderligere 28 dage (eller l\u00e6ngere). Din baseline for andelen af nye kunder var 40 %. Er den nu 50 %? 60 %? Test en h\u00f8jere v\u00e6rdi. Test en lavere. Se, hvad der sker.<\/p>\n<p>Jeg har endnu til gode at \u00e5bne en konto, hvor v\u00e6rdien for nye kunder er blevet systematisk testet og justeret over tid. Alle indstiller den og glemmer den. Det er her, du kommer foran konkurrenterne. F\u00f8lg tallene, m\u00e5l effekten, og gentag.<\/p>\n<h2>V\u00e6r forsigtig: Faren ved at stable justeringer<\/h2>\n<p>En sidste ting, du skal v\u00e6re forsigtig med, er at stable flere budjusteringer oven p\u00e5 hinanden. Dette er et koncept fra de gamle dage med manuel budgivning. Hvis du bruger de nye Smart Bidding-udforskninger, s\u00e6sonbestemte budjusteringer og v\u00e6rdier for nye kunder, har du mange h\u00e5ndtag, der tr\u00e6kker i forskellige retninger p\u00e5 samme tid. Det kan blive rodet og sv\u00e6rt at diagnosticere performance. V\u00e6r blot opm\u00e6rksom p\u00e5, hvad du har k\u00f8rende.<\/p>\n<h2>Avancerede alternativer til standardops\u00e6tningen<\/h2>\n<p>For dem med nok data er der et par andre m\u00e5der at gribe dette an p\u00e5.<\/p>\n<h3>Mulighed 1: Byd kun p\u00e5 nye kunder<\/h3>\n<p>I stedet for at tilf\u00f8je v\u00e6rdi kan du bede en kampagne om kun at byde p\u00e5 nye kunder. Dette betyder reelt, at du deler dine kampagner op i to: \u00e9n for nyanskaffelse og \u00e9n for eksisterende kunder. Dette er en ideel l\u00f8sning for forretninger med et stort fokus p\u00e5 ny v\u00e6kst, men det kr\u00e6ver en stor m\u00e6ngde data. At opdele en kampagne med 1.000 konverteringer\/m\u00e5ned er normalt fint; at opdele en med 200 er ikke en god id\u00e9.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16131\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Youll-want-to-keep-splitting-your-Bestseller-and-your-Main-campaign-but-not-your-other-Saboteurs-so-it-looks-like-this_-1-300x184.png\" alt=\"\" width=\"500\" height=\"307\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Youll-want-to-keep-splitting-your-Bestseller-and-your-Main-campaign-but-not-your-other-Saboteurs-so-it-looks-like-this_-1-300x184.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Youll-want-to-keep-splitting-your-Bestseller-and-your-Main-campaign-but-not-your-other-Saboteurs-so-it-looks-like-this_-1-768x471.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Youll-want-to-keep-splitting-your-Bestseller-and-your-Main-campaign-but-not-your-other-Saboteurs-so-it-looks-like-this_-1-100x61.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Youll-want-to-keep-splitting-your-Bestseller-and-your-Main-campaign-but-not-your-other-Saboteurs-so-it-looks-like-this_-1.png 865w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<h3>Mulighed 2: Send Lifetime Value (LTV) i stedet for oms\u00e6tning<\/h3>\n<p>Dette er ret avanceret. I stedet for transaktionsoms\u00e6tning kan du sende en beregnet LTV som konverteringsv\u00e6rdi. For eksempel ved du m\u00e5ske, at kunder, der f\u00f8rst k\u00f8ber kaffeb\u00f8nner, har en h\u00f8jere LTV end dem, der k\u00f8ber en kaffekapsel. Ved at sende den beregnede LTV kan du styre Smart Bidding mod f\u00f8rstegangsk\u00f8b med h\u00f8jere v\u00e6rdi. Hvis det her lyder som noget for dig, ved du sandsynligvis allerede, hvad du skal g\u00f8re for at s\u00e6tte det op.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16134 size-large\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-11-at-10.13.37-1024x555.jpg\" alt=\"\" width=\"1024\" height=\"555\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-11-at-10.13.37-1024x555.jpg 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-11-at-10.13.37-300x162.jpg 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-11-at-10.13.37-768x416.jpg 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-11-at-10.13.37-1536x832.jpg 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-11-at-10.13.37-2048x1109.jpg 2048w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-11-at-10.13.37-100x54.jpg 100w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h3>Mulighed 3: Metoden med dobbelte konverteringshandlinger<\/h3>\n<p>Et par tools promoverer nu en metode, hvor du opretter to separate konverteringshandlinger: en for &#8220;K\u00f8b fra ny kunde&#8221; og en for &#8220;K\u00f8b fra tilbagevendende kunde&#8221;. Ved hj\u00e6lp af server-side sporing fyrer du det relevante tag afsted. Selvom dette giver dig helt rene data, er jeg endnu ikke overbevist om, at det er bedre end Googles indbyggede system. Det lader til at tvinge dig over i den kampagne-opdelte model fra Mulighed 1, og jeg har for nylig set Googles egen identificering v\u00e6re 98 % pr\u00e6cis, n\u00e5r den er sat korrekt op.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16136\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Group-23466-1-300x146.png\" alt=\"\" width=\"800\" height=\"390\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Group-23466-1-300x146.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Group-23466-1-1024x499.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Group-23466-1-768x374.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Group-23466-1-100x49.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Group-23466-1.png 1090w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<h2>En sidste, kritisk advarsel: Glem ikke dine eksisterende kunder<\/h2>\n<p>Jeg vil slutte med dette, fordi det er utroligt vigtigt. En af vores st\u00f8rre kunder fik lavet en unders\u00f8gelse, som viste, at <strong>70 % af deres eksisterende kunder havde brug for et betalt medie-touchpoint for at k\u00f8be igen.<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16139 size-large\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-11-at-10.18.13-1024x550.jpg\" alt=\"\" width=\"1024\" height=\"550\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-11-at-10.18.13-1024x550.jpg 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-11-at-10.18.13-300x161.jpg 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-11-at-10.18.13-768x413.jpg 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-11-at-10.18.13-1536x825.jpg 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-11-at-10.18.13-2048x1100.jpg 2048w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-11-at-10.18.13-100x54.jpg 100w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>F\u00f8r denne unders\u00f8gelse havde de ekskluderet alle eksisterende kunder fra deres Meta-annoncer i seks m\u00e5neder. De omgjorde hurtigt den beslutning, men skaden var sket, og det skadede forretningen i n\u00e6sten et \u00e5r. I den periode voksede deres Google Ads-konto (som vi administrerede) meget, fordi der dengang ikke var nogen m\u00e5de at ekskludere eksisterende kunder fra Standard Shopping p\u00e5. Vi fik dem igennem den periode, uden at de led yderligere skade.<\/p>\n<p>At jagte nye kunder er afg\u00f8rende for v\u00e6kst, men g\u00f8r det ikke p\u00e5 bekostning af de kunder, der allerede elsker dit brand.<\/p>\n<h2>[TL;DR]<\/h2>\n<ul>\n<li>Funktionen New Customer Acquisition er kun s\u00e5 god som den f\u00f8rstepartsdata, du fodrer den med. Uden pr\u00e6cise kundelister vil den fejlklassificere brugere.<\/li>\n<li>At tilf\u00f8je en &#8220;ny kunde-v\u00e6rdi&#8221; oppuster din rapporterede konverteringsv\u00e6rdi og ROAS i Google Ads, hvilket kan forvr\u00e6nge din performance-analyse.<\/li>\n<li>Funktionen s\u00e6nker reelt set dit ROAS-m\u00e5l for nye kunder. Det skal du tage h\u00f8jde for i dine overordnede profitabilitetsm\u00e5l.<\/li>\n<li>Den korrekte m\u00e5de at bruge den p\u00e5 er f\u00f8rst at fastl\u00e6gge en baseline, derefter metodisk teste forskellige v\u00e6rdier og m\u00e5le effekten p\u00e5 din reelle rate af nye kunder.<\/li>\n<li>Glem ikke dine eksisterende kunder fuldst\u00e6ndigt. Data viser, at en stor procentdel af dem stadig har brug for betalte medie-touchpoints for at foretage et genk\u00f8b.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Dette har l\u00e6nge v\u00e6ret en af de mest misforst\u00e5ede funktioner, Google nogensinde har lanceret. P\u00e5 overfladen lyder det jo fantastisk. Alle vil have flere nye kunder, ikke? Hele din forretnings v\u00e6kst afh\u00e6nger af det. Problemet er, at det bare ikke er s\u00e5 simpelt. Jeg har set nok konti til at vide, at de fleste annonc\u00f8rer [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":16144,"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-15930","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-optimering","tag-bud-budget-haandtering"],"acf":{"posts_intro_text":"Googles funktion til anskaffelse af nye kunder lyder som en gave fra himlen, men de fleste annonc\u00f8rer bruger den helt forkert. Det er ikke bare en knap, du t\u00e6nder for; det er et strategisk v\u00e6rkt\u00f8j, der i al hemmelighed s\u00e6nker dit ROAS-m\u00e5l og kan skabe totalt kaos i din rapportering, hvis du ikke passer p\u00e5. Her er opskriften p\u00e5, hvordan du stopper med at lave dyre fejl og begynder at bruge funktionen 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>New Customer Acquisition i Google Ads: Stop med at bruge funktionen forkert<\/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\/new-customer-acquisition-google-ads\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New Customer Acquisition i Google Ads: Stop med at bruge funktionen forkert\" \/>\n<meta property=\"og:description\" content=\"Dette har l\u00e6nge v\u00e6ret en af de mest misforst\u00e5ede funktioner, Google nogensinde har lanceret. P\u00e5 overfladen lyder det jo fantastisk. Alle vil have flere nye kunder, ikke? Hele din forretnings v\u00e6kst afh\u00e6nger af det. Problemet er, at det bare ikke er s\u00e5 simpelt. 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