{"id":16040,"date":"2025-12-02T11:29:53","date_gmt":"2025-12-02T10:29:53","guid":{"rendered":"https:\/\/savvyrevenue.com\/?p=16040"},"modified":"2025-12-02T11:29:53","modified_gmt":"2025-12-02T10:29:53","slug":"performance-max-analyse","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/performance-max-analyse\/","title":{"rendered":"Performance Max-analyse: De f\u00f8rste 3 ting, jeg rent faktisk tjekker"},"content":{"rendered":"<p>N\u00e5r jeg f\u00e5r adgang til en ny Google Ads-konto med Performance Max-kampagner, ignorerer jeg 99 % af indstillingerne. Det er for let at fare vild i detaljerne og justere ting, der har ringe eller ingen effekt. I stedet kigger jeg kun p\u00e5 tre ting, n\u00e5r jeg starter en analyse af en PMax-kampagne. Det er de afg\u00f8rende faktorer, der fort\u00e6ller mig n\u00e6sten alt, hvad jeg beh\u00f8ver at vide om performance.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-16055 size-large\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-06-at-11.10.50-1024x497.jpg\" alt=\"\" width=\"1024\" height=\"497\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-06-at-11.10.50-1024x497.jpg 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-06-at-11.10.50-300x146.jpg 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-06-at-11.10.50-768x373.jpg 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-06-at-11.10.50-1536x746.jpg 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-06-at-11.10.50-2048x995.jpg 2048w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-06-at-11.10.50-100x49.jpg 100w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>Den allerf\u00f8rste er rapporten om kanalperformance. G\u00e5 ind og kig p\u00e5 din lige nu. Hvis du ser, at mere end 10 % af dit spend g\u00e5r til Display eller Video, er det et advarselstegn. Det er let at f\u00e5 \u00f8je p\u00e5, men det er et stort problem. Resten af de ting, jeg kigger efter, er mere detaljerede, is\u00e6r omkring omr\u00e5der som New Customer Acquisition \u2013 en feature, som de fleste annonc\u00f8rer bruger forkert, fordi Google opfordrer til, at man misbruger den. S\u00e5 lad os komme i gang med, hvordan du kan analysere dine egne PMax-kampagner.<\/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\/xefSCiQfak0\" 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>Stop med at pille ved detaljerne: Den 3-punkts PMax-analyse, der g\u00f8r en forskel<\/h2>\n<p>Der er utallige omr\u00e5der at analysere, men lad os starte med de ting, der rent faktisk rykker ved noget. Det er de f\u00f8rste steder, jeg kigger, for at diagnosticere en kampagnes sundhedstilstand.<\/p>\n<h3>1. Rapporten &#8216;Kanalperformance&#8217;: Hvor bliver dine penge i virkeligheden brugt?<\/h3>\n<p>Du kan finde denne rapport under <strong>Indsigt og rapportering &gt; Kanalperformance<\/strong>. (Hvis den ikke er p\u00e5 din konto endnu, burde den v\u00e6re der meget, meget snart). Toppen af denne rapport er forvirrende og un\u00f8dvendig, s\u00e5 bare scroll ned til, hvor der st\u00e5r &#8220;Kanaldistribution&#8221;.<\/p>\n<p>F\u00f8rst skal du rydde op i visningen. Klik p\u00e5 &#8220;Kolonner&#8221; og fjern alt. Tilf\u00f8j derefter det, vi har brug for: Omkostninger, Konverteringer, Konverteringsv\u00e6rdi og Konv.v\u00e6rdi\/omk. (ROAS). Nu er den meget mere brugbar.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-16059 size-full\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screen-Recording-2025-11-06-at-11.13.57.gif\" alt=\"\" width=\"1024\" height=\"472\" \/><\/p>\n<p>Det f\u00f8rste, jeg tjekker, er den overordnede kanalsplit. Bruger du en stor del af budgettet p\u00e5 Discover, Display, Gmail eller YouTube? For de fleste webshops er et betydeligt spend her spild af penge.<\/p>\n<p>Dern\u00e6st, og det her er den vigtige del, skal du segmentere efter <strong>Annoncer, der bruger produktdata<\/strong>. Dette viser dig forskellen mellem dine Shopping-annoncer og dine tekstannoncer inden for hver kanal. For eksempel kan du se, hvor meget af dit &#8220;Search&#8221;-spend, der g\u00e5r til Shopping-annoncer versus tekstannoncer. Hvis 90 % af dit spend er i Shopping, og du vil k\u00f8re en &#8220;fuld&#8221; PMax-kampagne, b\u00f8r dit m\u00e5l v\u00e6re at skrive bedre overskrifter for at f\u00e5 mere spend og flere konverteringer fra dine tekstannoncer.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-16061 size-full\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screen-Recording-2025-11-06-at-11.13.57_1-1.gif\" alt=\"\" width=\"711\" height=\"427\" \/><\/p>\n<p>Denne segmentering afsl\u00f8rer ogs\u00e5 spild. Lad os sige, at du ser 5 % af dit spend g\u00e5 til Display, men det performer okay. Du t\u00e6nker m\u00e5ske, at dine billed-assets virker. Men ved at segmentere opdager du m\u00e5ske, at 90 % af det spend blot g\u00e5r til responsive displayannoncer, der automatisk henter dine produkter ind, og ikke de kreative materialer, du har brugt s\u00e5 meget tid p\u00e5. Efter min mening har du intet at g\u00f8re med at bruge penge p\u00e5 Display og Video i PMax, n\u00e5r det g\u00e6lder e-commerce. Det er en d\u00e5rlig id\u00e9. Hvis du ser spild, er din bedste l\u00f8sning simpelthen at fjerne dine billed- og video-assets.<\/p>\n<h3>2. S\u00f8getermer: Find brand-spend og spildte klik<\/h3>\n<p>S\u00f8getermsrapporten i PMax er endelig blevet brugbar. Det f\u00f8rste, jeg g\u00f8r her, er at g\u00e5 p\u00e5 jagt efter brand-spend. Du kan ofte spotte det med det samme i dataene uden overhovedet at l\u00e6se termerne \u2013 du vil se en s\u00f8geterm med en markant h\u00f8jere konverteringsrate eller ROAS end alt andet. Det er dit brand.<\/p>\n<p>I en nylig analyse filtrerede jeg efter annonc\u00f8rens brandnavn og s\u00e5, at det brugte et par tusinde euro med en ROAS p\u00e5 5,5x. Da jeg ekskluderede brand s\u00f8geordet, var non-brand performance p\u00e5 2,2x ROAS. Brand-spendet opbl\u00e6ste den samlede performance, og v\u00e6rre endnu, vi brugte for mange penge p\u00e5 det. Man kan altid f\u00e5 spend p\u00e5 brand s\u00f8geord ned.<\/p>\n<p>Disse data giver mig den validering, jeg skal bruge, for at tr\u00e6kke brand-s\u00f8gninger ud af PMax og flytte dem over i en Standard Shopping-kampagne, hvor jeg bevidst kan kontrollere spend. Brand-s\u00f8gninger h\u00f8rer slet ikke hjemme i PMax.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-16068\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screen-Recording-2025-11-06-at-11.36.40-1.gif\" alt=\"\" width=\"1024\" height=\"602\" \/><\/p>\n<p>Den anden opgave her er at lede efter spild, ligesom i en normal s\u00f8getermsrapport. Du kan filtrere efter termer med h\u00f8je omkostninger og nul konverteringer. Men v\u00e6r meget forsigtig med at udelukke for meget. Det kommer jeg mere ind p\u00e5 om lidt.<\/p>\n<h3>3. Asset-performance og -struktur: Den eneste del, der kr\u00e6ver din opm\u00e6rksomhed<\/h3>\n<p>N\u00e5r det kommer til assets, er <strong>overskrifter de vigtigste at gennemg\u00e5<\/strong>. Billeder og videoer? Helt \u00e6rligt er de sj\u00e6ldent vigtige for e-commerce PMax, fordi volumen der simpelthen ikke er der.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16072 size-full\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screen-Recording-2025-11-06-at-11.58.56.gif\" alt=\"\" width=\"1024\" height=\"563\" \/><\/p>\n<p>G\u00e5 til din asset group og filtrer efter asset-type for kun at se dine overskrifter. Tilf\u00f8j kolonner for CTR og konverteringsrate. Nu kan du g\u00e5 i gang:<\/p>\n<ul>\n<li>En overskrift med en CTR p\u00e5 0,4 %, der f\u00e5r mange eksponeringer? Den skal ud med det samme.<\/li>\n<li>En overskrift med en anst\u00e6ndig CTR, men en forf\u00e6rdelig konverteringsrate? Ud.<\/li>\n<\/ul>\n<p>Dit job er at fjerne de overskrifter, der ikke virker, og skrive flere variationer af dem, der g\u00f8r. Det er her, asset groups kommer ind i billedet. Hvis du k\u00f8rer en feed-only PMax-kampagne, g\u00f8r asset groups ingenting. Men hvis du k\u00f8rer en fuld PMax-kampagne, kan en korrekt strukturering af dine asset groups have en betydelig indflydelse.<\/p>\n<p>T\u00e6nk p\u00e5 det s\u00e5dan her: PMax f\u00e5r annoncetekst fra dine sidetitler (som Dynamic Search Ads) og de overskrifter, du selv leverer. For long-tail-s\u00f8gninger (f.eks. &#8220;bedste t\u00f8rshampoo og balsam til kr\u00f8llet h\u00e5r&#8221;) vil din produktsidetitel sandsynligvis v\u00e6re den bedste overskrift. Men for de store, vigtige s\u00f8geord (&#8220;shampoo til kr\u00f8llet h\u00e5r&#8221;) er dine egne overskrifter afg\u00f8rende. Din asset group b\u00f8r indeholde overskrifter, der er skrevet specifikt til disse termer og parret med de relevante produkter. Ja, det kan v\u00e6re en besv\u00e6rlig proces, hvilket er grunden til, at PMax ikke altid er det rigtige valg.<\/p>\n<h2>De to PMax-&#8220;features&#8221;, der i virkeligheden er rene landminer<\/h2>\n<p>Ud over den grundl\u00e6ggende analyse er der to specifikke features, der g\u00f8r mere skade end gavn, hvis du ikke er ekstremt forsigtig. Google presser dem h\u00e5rdt p\u00e5, men de kr\u00e6ver en forst\u00e5else, som brugerfladen fuldst\u00e6ndig skjuler.<\/p>\n<h3>NCA-featuren (New Customer Acquisition): En advarsel<\/h3>\n<p>Jeg laver snart en meget mere dybdeg\u00e5ende video om dette, men i forbindelse med en PMax-analyse skal du v\u00e6re forsigtig. Featuren lader dig tilf\u00f8je en kunstig v\u00e6rdi til konverteringer fra nye kunder (f.eks. tilf\u00f8je 30 \u20ac til hvert k\u00f8b fra en ny kunde) for at opmuntre Smart Bidding til at finde flere af dem. I teorien er det en god feature. I praksis er der tre ting, du skal vide.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-16086\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screen-Recording-2025-11-07-at-09.41.08.gif\" alt=\"\" width=\"800\" height=\"610\" \/><\/p>\n<ol>\n<li><strong>Den er kun s\u00e5 god som dine data.<\/strong> Featuren er afh\u00e6ngig af, at du giver Google komplette og n\u00f8jagtige lister over eksisterende kunder. Enhver eksisterende kunde, som Google ikke kan identificere, vil som standard blive betragtet som en &#8220;ny&#8221; kunde, f\u00e5 den ekstra v\u00e6rdi og dermed fordreje din budgivning.<\/li>\n<li><strong>Den opbl\u00e6ser din rapporterede konverteringsv\u00e6rdi.<\/strong> Dette er den helt store. De ekstra 30 \u20ac bliver tilf\u00f8jet direkte til den konverteringsv\u00e6rdi, du ser p\u00e5 din konto. Dette roder med din evne til at se tendenser, og hvis du nogensinde \u00e6ndrer v\u00e6rdien, kan du ikke sammenligne performance \u00e5r-over-\u00e5r. Jeg spurgte PMax&#8217; produktchefer, hvorfor de gjorde det, og deres forklaring var, at det viser den v\u00e6rdi, Smart Bidding rent faktisk bruger. Det giver en vis mening, men jeg ville have foretrukket, at det var en separat kolonne.<\/li>\n<li><strong>Det s\u00e6nker reelt set dit ROAS-m\u00e5l.<\/strong> Det er dette, Google ikke forklarer s\u00e6rlig godt. At tilf\u00f8je &#8220;falsk&#8221; v\u00e6rdi til nye kunder fort\u00e6ller simpelthen algoritmen, at det er okay at ramme en lavere reel ROAS for at f\u00e5 fat i dem. Det er en bagd\u00f8r til at reducere dit m\u00e5l, og det g\u00f8res p\u00e5 en lettere forvirrende og uigennemskuelig m\u00e5de.<\/li>\n<\/ol>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16088\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Group-23464-1024x658.png\" alt=\"\" width=\"800\" height=\"514\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Group-23464-1024x658.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Group-23464-300x193.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Group-23464-768x493.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Group-23464-100x64.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Group-23464.png 1090w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<h3>Negative s\u00f8geord: Hvorfor du sandsynligvis b\u00f8r fjerne de fleste af dem<\/h3>\n<p>Jeg har sagt det f\u00f8r, men det g\u00e6lder i endnu h\u00f8jere grad for PMax: de fleste annonc\u00f8rer b\u00f8r fjerne negative s\u00f8geord, ikke tilf\u00f8je flere. Problemet med PMax er, at du ikke kan se, om en s\u00f8geterm performer d\u00e5rligt p\u00e5 Search, Shopping eller begge dele. En s\u00f8geterm kan v\u00e6re en katastrofe p\u00e5 Search, men konvertere fantastisk p\u00e5 Shopping. Hvis du udelukker den p\u00e5 kampagneniveau, mister du de gode Shopping-konverteringer. Det er virkelig sv\u00e6rt at udelukke noget med sikkerhed.<\/p>\n<h2>Hvad med resten? De sm\u00e5ting, jeg normalt ignorerer<\/h2>\n<p>N\u00e5r de tre store omr\u00e5der er p\u00e5 plads, bruger jeg sj\u00e6ldent tid p\u00e5 de mindre indstillinger. Ting som <strong>Search Themes<\/strong> er for det meste overkill; i 95 % af tilf\u00e6ldene, hvis Google ikke m\u00e5lretter mod en s\u00f8geterm, er det, fordi performance ikke er der. At tilf\u00f8je det som et &#8216;theme&#8217; kommer ikke til at fikse det p\u00e5 magisk vis.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16090 size-full\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/11\/Screen-Recording-2025-11-07-at-09.57.gif\" alt=\"\" width=\"800\" height=\"610\" \/><\/p>\n<p>Kampagneindstillingerne er ogs\u00e5 ret simple. Din budgivning skal v\u00e6re sat, brand-udelukkelser skal v\u00e6re p\u00e5 plads (hvis du er i tvivl, b\u00f8r du sandsynligvis udelukke dit brand), og resten er standard. R\u00f8r ikke ved aldersudelukkelserne, og bekymr dig ikke om indstillinger som &#8220;genaktivering af tidligere kunder&#8221; \u2013 det er et s\u00e5 niche-tilf\u00e6lde, at det er irrelevant for de fleste e-commerce-virksomheder.<\/p>\n<h3>En bem\u00e6rkning om kampagnestruktur: Hold det simpelt<\/h3>\n<p>Mine regler for PMax-struktur er enkle:<\/p>\n<ol>\n<li>F\u00e6rre kampagner er bedre. Undg\u00e5 at splitte dine data for meget op.<\/li>\n<li>Opdel kun i flere kampagner, hvis du har brug for et andet budget eller et andet ROAS-m\u00e5l. Det er det.<\/li>\n<\/ol>\n<p>Jeg er overbevist om, at hvis du begynder at bev\u00e6ge dig ud i avancerede kampagnestrukturer (opdeling efter margin, pris, kategori osv.), s\u00e5 er PMax det forkerte v\u00e6rkt\u00f8j til opgaven. Fordelen ved PMax er enkelthed og dataaggregering. N\u00e5r du mister det, er du bedre stillet med Standard Shopping, hvor du rent faktisk har kontrol.<\/p>\n<h2>Kort fortalt<\/h2>\n<ul>\n<li><strong>Tjek rapporten &#8216;Kanalperformance&#8217; f\u00f8rst.<\/strong> Hvis mere end 10 % af dit budget g\u00e5r til Display eller Video, er det sandsynligvis spild. Segment\u00e9r efter &#8220;Annoncer, der bruger produktdata&#8221; for at se din reelle fordeling mellem Shopping og Search.<\/li>\n<li><strong>Gennemg\u00e5 dine s\u00f8getermer for brand-spend.<\/strong> PMax bruger ofte for mange penge p\u00e5 brand s\u00f8geord, hvilket opbl\u00e6ser din ROAS. Flyt dit brand over i en separat Standard Shopping-kampagne for bedre kontrol.<\/li>\n<li><strong>Fokuser p\u00e5 at optimere dine overskrifter.<\/strong> I PMax er overskrifter dit vigtigste kreative asset. Fjern l\u00f8bende dem, der klarer sig d\u00e5rligt, og tilf\u00f8j nye variationer baseret p\u00e5, hvad der virker.<\/li>\n<li><strong>V\u00e6r ekstremt forsigtig med NCA-featuren (New Customer Acquisition).<\/strong> Den opbl\u00e6ser din rapporterede konverteringsv\u00e6rdi og s\u00e6nker reelt set dit ROAS-m\u00e5l uden at v\u00e6re gennemsigtig omkring det.<\/li>\n<li><strong>Hold din kampagnestruktur simpel.<\/strong> V\u00e6rdien af PMax ligger i dataaggregering. Hvis du har brug for komplekse strukturer, er du bedre stillet med Standard Shopping.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>N\u00e5r jeg f\u00e5r adgang til en ny Google Ads-konto med Performance Max-kampagner, ignorerer jeg 99 % af indstillingerne. Det er for let at fare vild i detaljerne og justere ting, der har ringe eller ingen effekt. I stedet kigger jeg kun p\u00e5 tre ting, n\u00e5r jeg starter en analyse af en PMax-kampagne. Det er de [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":16094,"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":[51],"class_list":["post-16040","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-optimering","tag-generel-optimering"],"acf":{"posts_intro_text":"N\u00e5r jeg f\u00e5r adgang til en ny Google Ads-konto, ignorerer jeg 99 % af PMax-indstillingerne. Jeg fokuserer p\u00e5 tre omr\u00e5der, der rent faktisk g\u00f8r en forskel: performance p\u00e5 tv\u00e6rs af kanaler, s\u00f8getermer og asset groups. 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