{"id":16641,"date":"2025-12-17T14:25:54","date_gmt":"2025-12-17T13:25:54","guid":{"rendered":"https:\/\/savvyrevenue.com\/?p=16641"},"modified":"2025-12-17T14:26:20","modified_gmt":"2025-12-17T13:26:20","slug":"fejl-ved-saesonbestemt-budjustering","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/fejl-ved-saesonbestemt-budjustering\/","title":{"rendered":"S\u00e6sonbestemt budjustering: Den st\u00f8rste fejl, du beg\u00e5r"},"content":{"rendered":"<p>Hvad nu hvis jeg fortalte dig, at du rent faktisk kunne tjene flere penge under et udsalg ved at s\u00e6nke dit Target ROAS? Det lyder kontraintuitivt, men det er sandt.<\/p>\n<p>At anvende en s\u00e6sonbestemt budjustering er en solid taktik, og det er noget, jeg selv g\u00f8r hele tiden. Men hvis det er det <strong>eneste<\/strong>, du g\u00f8r, risikerer du at g\u00e5 ind i dit udsalg med den ene h\u00e5nd bundet p\u00e5 ryggen. Du g\u00e5r glip af undertrykt volumen uden overhovedet at vide det.<\/p>\n<p>I dag vil jeg gennemg\u00e5, hvordan og hvorn\u00e5r du skal kombinere en s\u00e6sonbestemt budjustering med en \u00e6ndring i dit Target ROAS for at maksimere din oms\u00e6tning. Vi vil ogs\u00e5 d\u00e6kke de specifikke scenarier, hvor du kun b\u00f8r bruge den ene eller den anden.<\/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\/lHkG6hVVf1c\" 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>Problemet ved kun at bruge en s\u00e6sonbestemt budjustering<\/h2>\n<p>Den g\u00e6ngse best practice under et udsalg er at \u00f8ge dine bud i Google Ads. Den korrekte m\u00e5de at g\u00f8re dette med Smart bidding er ved at anvende en s\u00e6sonbestemt budjustering. Dette fort\u00e6ller Google, at systemet skal byde en bestemt procentdel h\u00f8jere i en kort periode, typisk fra et par dage og op til en uge.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-16645\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/What-People-Get-Wrong-300x216.png\" alt=\"\" width=\"600\" height=\"431\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/What-People-Get-Wrong-300x216.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/What-People-Get-Wrong-768x552.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/What-People-Get-Wrong-100x72.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/What-People-Get-Wrong.png 909w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>S\u00e5 hvad g\u00f8r den rent faktisk? Den h\u00e6ver buddet for <strong>hver eneste auktion<\/strong> med pr\u00e6cis den procentsats, du indstiller. Lad os tage et simpelt eksempel. Forestil dig, at du har tre grupper af auktioner (A, B og C), der klarer sig godt, og du byder i \u00f8jeblikket 19,50 kr. p\u00e5 dem. Hvis du anvender en s\u00e6sonbestemt budjustering p\u00e5 50 %, bliver dit bud nu 29,25 kr. Det er pr\u00e6cis, hvad vi \u00f8nsker for vores h\u00f8jt performende segmenter.<\/p>\n<p>Men her er problemet. Du har ogs\u00e5 et andet s\u00e6t auktioner (lad os kalde dem D, E og F), hvor du reelt ikke er med i kampen. Dit bud p\u00e5 disse er m\u00e5ske et meget lille bel\u00f8b, som f.eks. 1,30 kr. Grunden til, at buddet er s\u00e5 lavt, er, at disse auktioner historisk set har klaret sig d\u00e5rligt. Baseret p\u00e5 data fortjener de simpelthen ikke et h\u00f8jere bud.<\/p>\n<p>Problemet er, at en stigning p\u00e5 50 % p\u00e5 et bud p\u00e5 1,30 kr. kun giver et bud p\u00e5 1,95 kr. Det g\u00f8r ingen praktisk forskel. Du er stadig ikke konkurrencedygtig. Reelt set \u00f8ger du blot eksponeringen yderligere for de auktioner, der allerede virkede, mens du fuldst\u00e6ndig ignorerer en pulje af potentielle kunder.<\/p>\n<h2>Hvorfor en s\u00e6nkning af dit Target ROAS er l\u00f8sningen<\/h2>\n<p>Under et stort udsalg \u00e6ndrer forbrugernes adf\u00e6rd sig dramatisk. Et produkt, der havde en konverteringsrate p\u00e5 0,2 %, kan pludselig stige til 2 %, 3 % eller endda 10 %. M\u00e5ske har dine Nike-sko altid v\u00e6ret 20 % dyrere end en konkurrents, men under udsalget har I prismatch. Den tidligere &#8220;d\u00e5rlige&#8221; auktion kan pludselig blive en guldgrube. Smart bidding ved ikke, at dette er ved at ske, og det er netop derfor, vi i f\u00f8rste omgang bruger en s\u00e6sonbestemt budjustering.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-16649\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/Heres-what-happens-when-Smart-Bidding-cant-meet-your-ROAS-target_-300x214.png\" alt=\"\" width=\"500\" height=\"357\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/Heres-what-happens-when-Smart-Bidding-cant-meet-your-ROAS-target_-300x214.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/Heres-what-happens-when-Smart-Bidding-cant-meet-your-ROAS-target_-100x71.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/Heres-what-happens-when-Smart-Bidding-cant-meet-your-ROAS-target_.png 700w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p>Det er her, en s\u00e6nkning af dit Target ROAS kommer ind i billedet. Mens en s\u00e6sonbestemt justering kun \u00f8ger eksisterende bud, giver en s\u00e6nkning af dit tROAS Smart bidding <strong>lov til<\/strong> at g\u00e5 efter de undertrykte auktioner. Det fort\u00e6ller algoritmen: &#8220;Jeg er villig til at acceptere et lavere afkast for at fange mere volumen,&#8221; hvilket giver den mulighed for at afgive konkurrencedygtige bud p\u00e5 D-, E- og F-auktionerne.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-16651\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/Heres-what-happens-when-Smart-Bidding-cant-meet-your-ROAS-target_-1-1024x419.png\" alt=\"\" width=\"700\" height=\"287\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/Heres-what-happens-when-Smart-Bidding-cant-meet-your-ROAS-target_-1-1024x419.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/Heres-what-happens-when-Smart-Bidding-cant-meet-your-ROAS-target_-1-300x123.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/Heres-what-happens-when-Smart-Bidding-cant-meet-your-ROAS-target_-1-768x314.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/Heres-what-happens-when-Smart-Bidding-cant-meet-your-ROAS-target_-1-100x41.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/Heres-what-happens-when-Smart-Bidding-cant-meet-your-ROAS-target_-1.png 1160w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Der er en anden afg\u00f8rende grund til denne strategi: nedgangen op til udsalget. Ved store udsalgsevents (Black Friday er det klassiske eksempel) ved forbrugerne, at der kommer et godt tilbud. De holder p\u00e5 pengene i dagene og ugerne op til udsalget. Dit ROAS falder derfor helt naturligt.<\/p>\n<p>Hvad g\u00f8r Smart bidding, n\u00e5r den ser faldende performance? Den begr\u00e6nser dine bud for at beskytte dit m\u00e5l. Det er det absolut v\u00e6rste, der kan ske lige f\u00f8r en enorm stigning i salget. Ved proaktivt at s\u00e6nke dit tROAS modvirker du dette dyk og beder Google om at holde foden p\u00e5 speederen.<\/p>\n<h2>De 3 scenarier: Hvilken strategi skal du bruge?<\/h2>\n<p>Dette er ikke en &#8216;one-size-fits-all&#8217;-tilgang. Du skal v\u00e6lge din strategi baseret p\u00e5 din kontos performance op til udsalget. Der er tre prim\u00e6re scenarier.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16653\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/The-Right-Way-vs-The-Wrong-Way-300x145.png\" alt=\"\" width=\"600\" height=\"289\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/The-Right-Way-vs-The-Wrong-Way-300x145.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/The-Right-Way-vs-The-Wrong-Way-1024x494.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/The-Right-Way-vs-The-Wrong-Way-768x370.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/The-Right-Way-vs-The-Wrong-Way-100x48.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/The-Right-Way-vs-The-Wrong-Way.png 1099w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<h3>Scenarie 1: Brug kun en s\u00e6sonbestemt budjustering<\/h3>\n<p>Du b\u00f8r holde dig til kun at bruge en s\u00e6sonbestemt budjustering i to specifikke tilf\u00e6lde:<\/p>\n<ul>\n<li><strong>Du overg\u00e5r allerede dit Target ROAS.<\/strong> Hvis din performance er st\u00e6rk og din volumen er god i ugen op til udsalget, er Google ikke begyndt at holde igen. Du beh\u00f8ver ikke at frig\u00f8re ny volumen; du skal blot byde mere aggressivt p\u00e5 det, der allerede virker.<\/li>\n<li><strong>Dit udsalg er meget kort.<\/strong> Hvis din kampagne varer mindre end to hele dage, tilf\u00f8jer en \u00e6ndring af dit Target ROAS un\u00f8dvendig kompleksitet, og algoritmen vil sandsynligvis alligevel ikke n\u00e5 at reagere.<\/li>\n<\/ul>\n<h3>Scenarie 2: Brug kun en s\u00e6nkning af tROAS<\/h3>\n<p>Dette er den rigtige l\u00f8sning, n\u00e5r du knap nok rammer, eller slet ikke rammer, dit Target ROAS, f\u00f8r udsalget starter. Hvis dit m\u00e5l er 400 % og du kun rammer 300 % (selv efter at have taget h\u00f8jde for Conversion Lag), er du allerede presset i bund.<\/p>\n<p>I dette tilf\u00e6lde er dit prim\u00e6re m\u00e5l at frig\u00f8re ny volumen, ikke at \u00f8ge eksponeringen for eksisterende auktioner, der allerede underpr\u00e6sterer. En procentvis stigning p\u00e5 auktioner, du knap nok byder p\u00e5, vil ikke hj\u00e6lpe. Spring den s\u00e6sonbestemte budjustering over, og fokuser p\u00e5 at s\u00e6nke dit tROAS for at give Smart bidding plads til at finde nye muligheder.<\/p>\n<h3>Scenarie 3: Brug begge (det mest almindelige scenarie)<\/h3>\n<p>Dette er den strategi, jeg oftest anbefaler. Den er ideel, n\u00e5r du rammer dit Target ROAS op til et udsalg, men ikke overg\u00e5r det med en stor margen. Den fungerer bedst til udsalg, der varer mindst fem dage.<\/p>\n<p>Denne tilgang giver dig det bedste fra begge verdener. Du f\u00e5r frigjort de undertrykte auktioner, samtidig med at du \u00f8ger eksponeringen for de auktioner, der allerede performer godt. N\u00f8glen her er at v\u00e6re mere forsigtig med din s\u00e6sonbestemte budjustering for at kompensere for, at du allerede har s\u00e6nket dit Target ROAS.<\/p>\n<p>Ved at s\u00e6nke m\u00e5let \u00f8ger du dit baseline-budpotentiale over hele linjen. Derefter anvender du en konservativ s\u00e6sonbestemt justering oveni for at give dine dokumenterede vindere en ekstra fordel. Denne kombination vil \u00f8ge din samlede volumen markant sammenlignet med kun at bruge \u00e9n af taktikkerne.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16655\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/Quick-summary-of-when-to-use-each-strategy_-1-1024x952.png\" alt=\"\" width=\"800\" height=\"744\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/Quick-summary-of-when-to-use-each-strategy_-1-1024x952.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/Quick-summary-of-when-to-use-each-strategy_-1-300x279.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/Quick-summary-of-when-to-use-each-strategy_-1-768x714.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/Quick-summary-of-when-to-use-each-strategy_-1-100x93.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/Quick-summary-of-when-to-use-each-strategy_-1.png 1028w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<h2>Lad ikke pengene ligge p\u00e5 bordet<\/h2>\n<p>Husk, hvor vi startede. En s\u00e6sonbestemt budjustering \u00f8ger buddene med en fast procentsats, men den g\u00f8r intet for at hj\u00e6lpe dig med at frig\u00f8re auktioner, som Smart bidding allerede har besluttet ikke er v\u00e6rd at g\u00e5 efter. En s\u00e6nkning af dit Target ROAS giver algoritmen lov til at udforske og finde de skjulte profitmuligheder, der opst\u00e5r under et udsalg.<\/p>\n<p>Beg\u00e5 ikke den fejl kun at anvende en s\u00e6sonbestemt budjustering og efterlade den undertrykte volumen p\u00e5 bordet til dine konkurrenter.<\/p>\n<h2>[TL;DR]<\/h2>\n<ul>\n<li>En s\u00e6sonbestemt budjustering \u00f8ger kun bud p\u00e5 allerede aktive auktioner. Den g\u00f8r meget lidt for auktioner med meget lave bud, som Smart bidding har undertrykt.<\/li>\n<li>En s\u00e6nkning af dit tROAS giver Smart bidding lov til at &#8220;udforske&#8221; og byde p\u00e5 historisk underpr\u00e6sterende auktioner, som kan blive yderst profitable under et udsalg.<\/li>\n<li>Forbrugeradf\u00e6rd op til store udsalg (som Black Friday) for\u00e5rsager ofte et fald i ROAS, hvilket f\u00e5r Smart bidding til at holde igen, netop som den burde v\u00e6re aggressiv. En s\u00e6nkning af tROAS modvirker dette.<\/li>\n<li>Der er tre scenarier: Brug kun en s\u00e6sonbestemt justering, hvis du overperformer; brug kun en tROAS-s\u00e6nkning, hvis du underperformer; og brug en kombination af begge (det mest almindelige tilf\u00e6lde), hvis du rammer dine m\u00e5l.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Hvad nu hvis jeg fortalte dig, at du rent faktisk kunne tjene flere penge under et udsalg ved at s\u00e6nke dit Target ROAS? Det lyder kontraintuitivt, men det er sandt. At anvende en s\u00e6sonbestemt budjustering er en solid taktik, og det er noget, jeg selv g\u00f8r hele tiden. Men hvis det er det eneste, du [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":16941,"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":[62],"class_list":["post-16641","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-optimering","tag-saeson-udsalg"],"acf":{"posts_intro_text":"N\u00e5r du holder udsalg, er den g\u00e6ngse anbefaling at anvende en s\u00e6sonbestemt budjustering. Men hvis det er det eneste, du g\u00f8r, g\u00e5r du glip af en enorm m\u00e6ngde oms\u00e6tning. Her forklarer jeg, hvorfor du ofte er n\u00f8dt til at s\u00e6nke dit Target ROAS for rent faktisk at vinde."},"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>S\u00e6sonbestemt budjustering: Den st\u00f8rste fejl, du beg\u00e5r<\/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\/fejl-ved-saesonbestemt-budjustering\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"S\u00e6sonbestemt budjustering: Den st\u00f8rste fejl, du beg\u00e5r\" \/>\n<meta property=\"og:description\" content=\"Hvad nu hvis jeg fortalte dig, at du rent faktisk kunne tjene flere penge under et udsalg ved at s\u00e6nke dit Target ROAS? Det lyder kontraintuitivt, men det er sandt. At anvende en s\u00e6sonbestemt budjustering er en solid taktik, og det er noget, jeg selv g\u00f8r hele tiden. Men hvis det er det eneste, du [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/savvyrevenue.com\/dk\/blog\/fejl-ved-saesonbestemt-budjustering\/\" \/>\n<meta property=\"og:site_name\" content=\"savvyrevenue\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SavvyRevenue-294014737696105\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-17T13:25:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-17T13:26:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2025\/12\/Maximize-sales-revenue.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Andrew Lolk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" 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