{"id":16995,"date":"2026-02-06T11:21:21","date_gmt":"2026-02-06T10:21:21","guid":{"rendered":"https:\/\/savvyrevenue.com\/?p=16995"},"modified":"2026-02-06T11:21:21","modified_gmt":"2026-02-06T10:21:21","slug":"shopping-ads-kampagnestruktur","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/shopping-ads-kampagnestruktur\/","title":{"rendered":"Kampagnestruktur i Shopping Ads: 7 der virker &#038; 4 der ikke g\u00f8r"},"content":{"rendered":"<p>Mange kampagnestrukturer i Google Shopping eller Performance Max er un\u00f8dvendige eller skader direkte din performance. Jeg ser det hele tiden: En konto k\u00f8rer enten \u00e9n kampagne, hvor den burde have tre, eller den k\u00f8rer ti kampagner, hvor den kun har brug for to. Hele grunden til at segmentere Shopping-kampagner er simpel: at hj\u00e6lpe Smart bidding med at performe bedre.<\/p>\n<p>Smart bidding er et st\u00e6rkt v\u00e6rkt\u00f8j, men det kan ikke se frem i tiden. Det ved ikke, at et produkt kom p\u00e5 udsalg i g\u00e5r, hvilket \u00e6ndrer alt ved, hvordan produktet vil performe i dag. Det forst\u00e5r ikke den strategiske v\u00e6rdi af \u00e9n produktkategori frem for en anden. Det er her, en gennemt\u00e6nkt kampagnestruktur kommer ind i billedet. Det handler ikke om kompleksitet; det handler om kontrol og kontekst.<\/p>\n<p>Denne artikel vil gennemg\u00e5 syv kampagnestrukturer, der virker, fire, der ikke g\u00f8r, og et konkret eksempel p\u00e5, hvordan vi analyserer os frem til en ny struktur. P\u00e5 den m\u00e5de kan du bygge en struktur baseret p\u00e5 din egen data i stedet for bare at kopiere, hvad der lyder godt p\u00e5 LinkedIn.<\/p>\n<p><strong>En hurtig bem\u00e6rkning:<\/strong> Jeg taler om Shopping-kampagner her, men de samme principper g\u00e6lder direkte for Performance Max. Personligt er jeg st\u00f8rre fan af Standard Shopping, men det er en anden snak. Logikken er den samme.<\/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\/q_fZjwBuGsw\" 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>Hvorfor overhovedet bekymre sig om kampagnestruktur i en tid med Smart bidding?<\/h2>\n<p>Hovedform\u00e5let med at oprette mere end \u00e9n Shopping-kampagne er at give Smart bidding en hj\u00e6lpende h\u00e5nd. Som n\u00e6vnt er dens st\u00f8rste svaghed, at den er rent reaktiv. Hvis et produkt pludselig kommer p\u00e5 udsalg, vil det begynde at konvertere bedre. N\u00e5r udsalget slutter, vil det ikke l\u00e6ngere performe lige s\u00e5 godt. Ved at strukturere produkter i separate kampagner kan vi give Smart bidding afg\u00f8rende kontekst, som det ellers ikke ville have.<\/p>\n<p>Det sekund\u00e6re form\u00e5l er at muligg\u00f8re forskellige indstillinger p\u00e5 kampagneniveau. Ved at oprette forskellige kampagner for forskellige produktgrupper kan du \u00e6ndre indstillinger for at skubbe Smart bidding i den rigtige retning. Du kan justere:<\/p>\n<ul>\n<li>Kampagneprioriteter<\/li>\n<li>Negative s\u00f8geord<\/li>\n<li>Produktudvalg<\/li>\n<li>Budm\u00e5l (ROAS\/tCPA)<\/li>\n<li>Budgetter<\/li>\n<\/ul>\n<p>Hele id\u00e9en er, at segmentering, n\u00e5r det g\u00f8res korrekt, giver dig de h\u00e5ndtag, du skal bruge for at forbedre din performance. Problemet er, at vi ofte over-segmenterer, hvilket udvander data og g\u00f8r tingene v\u00e6rre.<\/p>\n<h2>Tjekliste f\u00f8r start: 2 regler, f\u00f8r du segmenterer noget som helst<\/h2>\n<p>F\u00f8r du overhovedet t\u00e6nker p\u00e5 at bygge en avanceret struktur, skal du have to ting p\u00e5 plads. Disse er ikke til forhandling.<\/p>\n<h3>Regel #1: Opdel altid Brand vs. non-Brand<\/h3>\n<p>Dette b\u00f8r v\u00e6re din f\u00f8rste og mest grundl\u00e6ggende opdeling. Den b\u00f8r fungere som den underliggende struktur for enhver anden segmentering, du tilf\u00f8jer senere. S\u00f8geintentionen og performance for Brand er s\u00e5 fundamentalt forskellige, at de skal isoleres. Efter min mening skal din Brand-trafik altid ligge i en separat kampagne.<\/p>\n<h3>Regel #2: Minimum 100 konverteringer pr. kampagne<\/h3>\n<p>Dette er min regel, ikke Googles. Google taler om 15 konverteringer p\u00e5 30 dage, men det er kun minimumskravet for at f\u00e5 adgang til Smart bidding. Det er absolut ikke det niveau, hvor det performer bedst. For at en kampagne skal have nok data til at kunne styres effektivt af Smart bidding, vil jeg se mindst 100 konverteringer om m\u00e5neden.<\/p>\n<p>Hvis du opdeler dine produkter, og en ny kampagne ikke n\u00e5r den t\u00e6rskel, risikerer du, at den performer d\u00e5rligere, simpelthen fordi der ikke er nok data. S\u00e5 er det bedre at lade alle dine produkter blive i \u00e9n kampagne. Du kan i nogen grad afb\u00f8de dette ved at bruge Portef\u00f8lje budstrategier til at samle konverteringsdata p\u00e5 tv\u00e6rs af flere kampagner, men hvis du ikke g\u00f8r det, skal du overholde denne regel.<\/p>\n<p>Der er et par undtagelser. Hvis du isolerer lavt performende produkter i en &#8220;sabot\u00f8r&#8221;-kampagne blot for at begr\u00e6nse forbruget, eller isolerer produkter tilknyttet h\u00f8js\u00e6soner f\u00f8r spidsbelastning for at \u00f8ge eksponeringen for dem med et lavere ROAS-m\u00e5l, s\u00e5 beh\u00f8ver de kampagner ikke at n\u00e5 100-konverteringsgr\u00e6nsen.<\/p>\n<h2>Analytikerens framework: S\u00e5dan retf\u00e6rdigg\u00f8r du en ny kampagnestruktur<\/h2>\n<p>F\u00f8r du begynder at skabe en kompleks kampagnestruktur, skal du stille dig selv \u00e9t sp\u00f8rgsm\u00e5l: <strong>hvad er det, du pr\u00f8ver at l\u00f8se?<\/strong> Jeg har set utallige annonc\u00f8rer fare vild i diskussioner om en kampagneopdeling uden nogensinde at sp\u00f8rge, om det rent faktisk giver mening for deres forretning. Du skal have en datadrevet grund til at handle.<\/p>\n<h3>Hvad er det, du pr\u00f8ver at l\u00f8se?<\/h3>\n<p>For at retf\u00e6rdigg\u00f8re en opdeling skal \u00e9n af to ting v\u00e6re sande:<\/p>\n<ol>\n<li>Der er en <strong>markant forskel i performance<\/strong> mellem de produktsegmenter, du overvejer.<\/li>\n<li>Du har brug for at s\u00e6tte et <strong>markant anderledes ROAS-m\u00e5l eller budget<\/strong> for det nye segment.<\/li>\n<\/ol>\n<p>Mit minimum for en &#8220;markant forskel&#8221; i m\u00e5ls\u00e6tninger er 20 %. At oprette \u00e9n kampagne med et 600 % ROAS-m\u00e5l og en anden med et 650 % m\u00e5l er meningsl\u00f8st. Det splitter bare data, udvander hvad Smart bidding kan l\u00e6re, og opn\u00e5r intet.<\/p>\n<h3>De data, du skal analysere (tip: det er konverteringsraten)<\/h3>\n<p>F\u00f8r du bygger noget, skal du skabe den segmentering, du overvejer, i dine data. Brug custom labels eller backend-data til at tr\u00e6kke en rapport og analysere de centrale metrics: konverteringsrate, ROAS og CPC. Hvis du vil opdele bukser og shorts, s\u00e5 se p\u00e5 den historiske performance for begge grupper.<\/p>\n<p>Selvom ROAS er vigtig, fokuserer jeg st\u00e6rkt p\u00e5 <strong>konverteringsraten<\/strong>. Hvorfor? Fordi ROAS naturligt vil svinge omkring dit m\u00e5l. Hvis du s\u00e6tter et 600 % ROAS-m\u00e5l, vil Google arbejde p\u00e5 at ramme det, hvilket sl\u00f8rer de underliggende forskelle i performance. Konverteringsraten fort\u00e6ller derimod en mere \u00e6rlig historie. Den viser dig den sande forskel i brugeradf\u00e6rd mellem to segmenter.<\/p>\n<p>Hvis du ikke har de historiske data (for eksempel for et &#8220;produkter p\u00e5 udsalg&#8221;-label, du lige har oprettet), s\u00e5 m\u00e5 du vente. Lad dit custom label indsamle data i 2 til 12 uger, og analyser derefter resultaterne. Opret ikke en opdeling baseret p\u00e5 et g\u00e6t.<\/p>\n<h3>Et eksempel fra den virkelige verden: Analyse af vejen til en ny AOV-opdeling<\/h3>\n<p>Her er en praktisk case fra en af vores konti. Vi havde k\u00e6mpet med stigende klikpriser i et \u00e5r. Vi implementerede en aggressiv maks. budgr\u00e6nse, som med succes stoppede faldet og fik profitten tilbage p\u00e5 sporet. Vi var dog i tvivl om, hvorvidt denne struktur var den rigtige fremadrettet.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-17030\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/01\/Screen-Recording-2026-02-03-at-11.49.00_1.gif\" alt=\"\" width=\"1024\" height=\"521\" \/><\/p>\n<p>Vores hypotese var, at den aggressive maks. budgr\u00e6nse kvalte eksponeringen af vores produkter med h\u00f8jere AOV, som naturligt har h\u00f8jere (og berettigede) klikpriser. S\u00e5 vi lavede en analyse. Vi segmenterede alle produkter i spande for h\u00f8j, medium, lav og meget lav AOV.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-17034\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/AOV-Level-1024x424.png\" alt=\"\" width=\"800\" height=\"331\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/AOV-Level-1024x424.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/AOV-Level-300x124.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/AOV-Level-768x318.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/AOV-Level-100x41.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/AOV-Level.png 1249w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>Data var klare: POAS (Profit on Ad Spend) for produkter med h\u00f8j og medium AOV var 135, mens POAS for produkter med lav og meget lav AOV var n\u00e6sten identisk. Dette antydede, at vi begr\u00e6nsede vores produkter med h\u00f8j AOV og potentielt overeksponerede vores produkter med lav AOV.<\/p>\n<p>Denne analyse gav os en klar tese for vores n\u00e6ste test: <strong>Vil en adskillelse af produkter med h\u00f8j AOV i deres egen kampagne med en h\u00f8jere maks. budgr\u00e6nse resultere i mere volumen og profit fra disse produkter, samtidig med at vi beskytter effektiviteten af vores produkter med lavere AOV?<\/strong><\/p>\n<p>Bag hver eneste kampagnesegmentering, du opretter, skal der v\u00e6re et sp\u00f8rgsm\u00e5l, du fors\u00f8ger at besvare.<\/p>\n<h2>7 velafpr\u00f8vede Shopping-kampagnestrukturer, der rent faktisk virker<\/h2>\n<p>Nu hvor du har dit framework, er her nogle praktiske segmenteringsid\u00e9er, der er baseret p\u00e5 reelle performance-drivere.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-17039 size-large\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/What-other-underlying-things-do-we-need-to-show_-Settings_-1024x890.png\" alt=\"\" width=\"1024\" height=\"890\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/What-other-underlying-things-do-we-need-to-show_-Settings_-1024x890.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/What-other-underlying-things-do-we-need-to-show_-Settings_-300x261.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/What-other-underlying-things-do-we-need-to-show_-Settings_-768x667.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/What-other-underlying-things-do-we-need-to-show_-Settings_-1536x1335.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/What-other-underlying-things-do-we-need-to-show_-Settings_-100x87.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/What-other-underlying-things-do-we-need-to-show_-Settings_.png 1915w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h3>1. Bestsellere vs. ikke profitable produkter<\/h3>\n<p>Dette er en klassiker. Den er ideel til store produktkataloger med klare performance-forskelle. M\u00e5let er at reducere spildt annonceforbrug ved at isolere produkter, som Smart bidding bruger lidt p\u00e5, men som aldrig konverterer. Ved at placere bestsellere i en kampagne med h\u00f8j prioritet fort\u00e6ller du Google, at de skal vises f\u00f8rst, hvis flere produkter matcher en s\u00f8geterm.<\/p>\n<h3>2. Helteprodukter vs. tilbeh\u00f8r<\/h3>\n<p>Forestil dig, at du s\u00e6lger madrasser (helteprodukter) og rullemadrasser (tilbeh\u00f8r). Madrassen er din prim\u00e6re indt\u00e6gtskilde og kr\u00e6ver aggressiv budgivning. Du \u00f8nsker ikke, at performance fra dit billige tilbeh\u00f8r skal forstyrre budgivningen p\u00e5 dine kerneprodukter.<\/p>\n<h3>3. Udsalg vs. normalpris<\/h3>\n<p>En simpel, men effektiv opdeling. Produkter p\u00e5 udsalg har en fundamentalt anderledes konverteringsrate og kr\u00e6ver et andet ROAS-m\u00e5l. At adskille dem giver dig mulighed for at styre dette dynamisk.<\/p>\n<h3>4. H\u00f8js\u00e6soner<\/h3>\n<p>En underudnyttet, men st\u00e6rk opdeling. T\u00e6nk p\u00e5 badet\u00f8j, vinterjakker eller sandaler vs. st\u00f8vler. Ved at opdele dem kan du opbygge opm\u00e6rksomhed tidligt i s\u00e6sonen med lavere ROAS-m\u00e5l og derefter \u00f8ge m\u00e5lene for at maksimere profitten i h\u00f8js\u00e6sonen. Hvis du udelukkende stoler p\u00e5 Smart bidding, misser du ofte starten af s\u00e6sonen og er ikke profitabel nok i slutningen.<\/p>\n<h3>5. Priskonkurrenceevne<\/h3>\n<p>Hvis du sporer konkurrenternes priser, kan du segmentere produkter baseret p\u00e5, om du er prissat h\u00f8jere, lavere eller p\u00e5 niveau med dem. Dette giver dig mulighed for at byde mere aggressivt, n\u00e5r du ved, at du har en prisfordel.<\/p>\n<h3>6. Pris\/AOV-opdeling<\/h3>\n<p>Som beskrevet i mit eksempel er dette til, n\u00e5r forskellige prisniveauer har markant forskellige performance-profiler og kr\u00e6ver forskellig budlogik for at maksimere den samlede profit.<\/p>\n<h3>7. Private label vs. eksterne brands<\/h3>\n<p>Hvis private label-produkter udg\u00f8r en meningsfuld del af dit katalog (jeg vil sige mindst 20 %), er denne opdeling et must. Private label-produkter b\u00f8r have en bedre margin, s\u00e5 du kan byde mere aggressivt p\u00e5 dem for at maksimere profitkroner og beskytte dit budget mod eksterne brands med lavere margin.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-17043\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Screen-Recording-2026-02-03-at-12.06.18.gif\" alt=\"\" width=\"1024\" height=\"521\" \/><\/p>\n<h2>4 almindelige kampagnestrukturer, der direkte skader din performance<\/h2>\n<p>Lige s\u00e5 vigtigt som at vide, hvad man skal g\u00f8re, er at vide, hvad man skal undg\u00e5. Jeg ser j\u00e6vnligt disse fire segmenteringstyper, og de er n\u00e6sten altid en fejl.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17036\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Bad-Campaign-Segmentation-Ideas-300x168.png\" alt=\"\" width=\"600\" height=\"337\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Bad-Campaign-Segmentation-Ideas-300x168.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Bad-Campaign-Segmentation-Ideas-1024x575.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Bad-Campaign-Segmentation-Ideas-768x431.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Bad-Campaign-Segmentation-Ideas-100x56.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Bad-Campaign-Segmentation-Ideas.png 1176w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<h3>1. Margin<\/h3>\n<p>Dette lyder logisk, men det fejler i praksis. Problemet er, at folk ikke altid k\u00f8ber det, de klikker p\u00e5. Du byder m\u00e5ske mere for et produkt med h\u00f8j margin, blot for at brugeren navigerer til din side og k\u00f8ber et produkt med lav margin i stedet. Attribueringen bliver rodet, og strategien falder fra hinanden.<\/p>\n<h3>2. Produktvarianter (pakker, farver, st\u00f8rrelser)<\/h3>\n<p>At opdele enkeltpakker vs. sampak eller forskellige farver af den samme T-shirt er en d\u00e5rlig id\u00e9. De udl\u00f8ser de samme s\u00f8geord og konkurrerer om den samme bruger. Dette komplicerer un\u00f8digt kontoen og giver ingen reel fordel for Smart bidding.<\/p>\n<h3>3. Kategorier &amp; brands<\/h3>\n<p>At placere &#8220;sko&#8221; i \u00e9n kampagne og &#8220;bukser&#8221; i en anden har ingen effekt, medmindre der er en dramatisk forskel i performance mellem de to, og du planl\u00e6gger at administrere dem forskelligt. At segmentere kun for organisationens skyld er kontraproduktivt.<\/p>\n<h3>4. Geografisk placering<\/h3>\n<p>Dette er en almindelig fejl for virksomheder, der ekspanderer til nye, store markeder (som europ\u00e6ere, der kommer til USA og opdeler efter stat). Det er ikke s\u00e5dan, Google Ads fungerer. Du kan bruge budjusteringer for lokation, hvis det er n\u00f8dvendigt, men en fuld kampagneopdeling efter geografi giver sj\u00e6ldent mening for e-commerce og har aldrig virket for nogen, jeg har set.<\/p>\n<h2>Faren ved over-segmentering: S\u00e5dan kombinerer du strukturer korrekt<\/h2>\n<p>For det meste b\u00f8r du ikke fuldt ud kombinere id\u00e9er til kampagnesegmentering. Hvis du k\u00f8rer en Bestseller-struktur (som m\u00e5ske har 3-5 kampagner) og derefter tilf\u00f8jer en Helteprodukter vs. tilbeh\u00f8r-opdeling ovenp\u00e5, fordobles antallet af kampagner fra 5 til 10. Kompleksiteten stiger eksponentielt, og du udvander din data s\u00e5 meget, at Smart biddings performance lider.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17045 size-large\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Group-1-1-1024x807.png\" alt=\"\" width=\"1024\" height=\"807\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Group-1-1-1024x807.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Group-1-1-300x237.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Group-1-1-768x605.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Group-1-1-100x79.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Group-1-1.png 1120w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>Selvom du m\u00e5ske tror, at dette giver dig mere kontrol, er det un\u00f8digt kompliceret. Du vil ikke lave v\u00e6sentlige \u00e6ndringer mellem mange af de granul\u00e6re kampagner.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17049\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Let-me-give-you-an-example-300x244.png\" alt=\"\" width=\"800\" height=\"650\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Let-me-give-you-an-example-300x244.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Let-me-give-you-an-example-1024x832.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Let-me-give-you-an-example-768x624.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Let-me-give-you-an-example-100x81.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Let-me-give-you-an-example.png 1210w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>Den rigtige m\u00e5de at kombinere strukturer p\u00e5 er at v\u00e6re strategisk. I stedet for at multiplicere alt, laver du en m\u00e5lrettet opdeling. For eksempel kan du tage din eksisterende Bestseller-kampagne og kun opdele den kampagne i Helteprodukter og Tilbeh\u00f8r. Eller du kan tr\u00e6kke alt tilbeh\u00f8r over i sin egen separate kampagne og lade resten af dine produkter forblive i en Bestseller\/prim\u00e6re\/ikke profitable-struktur. Dette holder strukturen h\u00e5ndterbar og sikrer, at hver kampagne stadig har nok data.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17047\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Then-just-do-the-most-important-campaigns-where-it-makes-a-difference_-1024x537.png\" alt=\"\" width=\"800\" height=\"419\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Then-just-do-the-most-important-campaigns-where-it-makes-a-difference_-1024x537.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Then-just-do-the-most-important-campaigns-where-it-makes-a-difference_-300x157.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Then-just-do-the-most-important-campaigns-where-it-makes-a-difference_-768x402.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Then-just-do-the-most-important-campaigns-where-it-makes-a-difference_-100x52.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/Then-just-do-the-most-important-campaigns-where-it-makes-a-difference_.png 1210w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<h2>S\u00e5dan validerer du din nye struktur (uden at lyve for dig selv)<\/h2>\n<p>N\u00e5r du har implementeret en ny struktur, skal du validere, at den virker. Og som jeg sagde f\u00f8r, er ROAS ikke den bedste metric til dette. Du skal se p\u00e5, om de forskelle i konverteringsrate, du forudsagde, rent faktisk materialiserer sig. Produkterne i din Bestseller-kampagne b\u00f8r have en meget h\u00f8jere konverteringsrate end produkterne i dine prim\u00e6re eller ikke profitable kampagner. Hvis de ikke har det, virker opdelingen ikke.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17051\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/INDEX-YOY-BY-MONTH-WITH-MID-APRIL-REFERENCE-LINE.png\" alt=\"\" width=\"800\" height=\"523\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/INDEX-YOY-BY-MONTH-WITH-MID-APRIL-REFERENCE-LINE.png 1245w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/INDEX-YOY-BY-MONTH-WITH-MID-APRIL-REFERENCE-LINE-300x196.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/INDEX-YOY-BY-MONTH-WITH-MID-APRIL-REFERENCE-LINE-1024x670.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/INDEX-YOY-BY-MONTH-WITH-MID-APRIL-REFERENCE-LINE-768x502.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/02\/INDEX-YOY-BY-MONTH-WITH-MID-APRIL-REFERENCE-LINE-100x65.png 100w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>Vigtigst af alt, giv det tid. En god Google Shopping-kampagnestruktur har brug for 3 til 12 m\u00e5neder for at vise sin fulde v\u00e6rdi. Smart bidding skal l\u00e6re, og du skal igennem forskellige forretningscyklusser. Hvis du s\u00e6lger badet\u00f8j, har du virkelig brug for et helt \u00e5r for at validere, om en s\u00e6sonbestemt opdeling virker.<\/p>\n<p>Hvis en kampagnestruktur ikke leverer den forventede fordel, skal du konsolidere tilbage til en enklere ops\u00e6tning. Dette er den vigtigste lektie. Bliv ikke h\u00e6ngende i en kompleks struktur, der ikke tilf\u00f8jer v\u00e6rdi. I det tilf\u00e6lde vil en enkelt kampagne performe bedre.<\/p>\n<h2>[TL;DR]<\/h2>\n<ul>\n<li><strong>Start med et udgangspunkt.<\/strong> Brug \u00e9n kampagne, m\u00e5ske med en Brand-opdeling, og udvid kun derfra.<\/li>\n<li><strong>Analyser, f\u00f8r du handler.<\/strong> Brug dine egne data til at finde meningsfulde forskelle i konverteringsrate eller andre centrale metrics, f\u00f8r du bygger en ny struktur.<\/li>\n<li><strong>Kr\u00e6v markante forskelle.<\/strong> Opdel kun, hvis der er store forskelle i performance, eller hvis du har brug for at s\u00e6tte ROAS-m\u00e5l, der afviger med mindst 20 %.<\/li>\n<li><strong>S\u00f8rg for at have nok data.<\/strong> Hver ny prim\u00e6r kampagne b\u00f8r kunne opn\u00e5 mindst 100 konverteringer om m\u00e5neden.<\/li>\n<li><strong>Hav en klar hypotese.<\/strong> Vid, hvilket sp\u00f8rgsm\u00e5l du fors\u00f8ger at besvare med din nye struktur.<\/li>\n<li><strong>Valider over tid.<\/strong> Giv en ny struktur 3-12 m\u00e5neder til at bevise sit v\u00e6rd. Hvis den ikke g\u00f8r det, skal du forenkle din konto igen.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Mange kampagnestrukturer i Google Shopping eller Performance Max er un\u00f8dvendige eller skader direkte din performance. Jeg ser det hele tiden: En konto k\u00f8rer enten \u00e9n kampagne, hvor den burde have tre, eller den k\u00f8rer ti kampagner, hvor den kun har brug for to. Hele grunden til at segmentere Shopping-kampagner er simpel: at hj\u00e6lpe Smart bidding [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":17056,"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":[20,21],"tags":[35],"class_list":["post-16995","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opbygning-af-konto","category-optimering","tag-shopping-ads"],"acf":{"posts_intro_text":"Mange kampagnestrukturer i Shopping Ads er un\u00f8dvendigt komplekse og skader din performance. M\u00e5let er ikke kompleksitet, men at give Smart bidding den n\u00f8dvendige kontekst for at performe bedre. Denne guide giver dig et framework til at analysere, opbygge og validere en struktur, der rent faktisk virker."},"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>Kampagnestruktur i Shopping Ads: 7 der virker &amp; 4 der ikke g\u00f8r<\/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\/shopping-ads-kampagnestruktur\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kampagnestruktur i Shopping Ads: 7 der virker &amp; 4 der ikke g\u00f8r\" \/>\n<meta property=\"og:description\" content=\"Mange kampagnestrukturer i Google Shopping eller Performance Max er un\u00f8dvendige eller skader direkte din performance. Jeg ser det hele tiden: En konto k\u00f8rer enten \u00e9n kampagne, hvor den burde have tre, eller den k\u00f8rer ti kampagner, hvor den kun har brug for to. 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