{"id":18325,"date":"2026-05-05T12:46:20","date_gmt":"2026-05-05T10:46:20","guid":{"rendered":"https:\/\/savvyrevenue.com\/?p=18325"},"modified":"2026-06-26T12:47:04","modified_gmt":"2026-06-26T10:47:04","slug":"performance-max-mod-standard-shopping","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/performance-max-mod-standard-shopping\/","title":{"rendered":"Performance Max vs. Standard Shopping: Hvilken skal du bruge (og hvorn\u00e5r)"},"content":{"rendered":"<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignright wp-image-18334\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-10.27.32.png\" alt=\"\" width=\"254\" height=\"200\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-10.27.32.png 888w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-10.27.32-300x236.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-10.27.32-768x604.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-10.27.32-100x79.png 100w\" sizes=\"(max-width: 254px) 100vw, 254px\" \/>Som bureau har vi administreret b\u00e5de Performance Max- og Standard Shopping-kampagner i hele Europa og h\u00e5ndteret annonceudgifter for over 474,5 mio. kr. alene det seneste \u00e5r. Jeg har en klar holdning til, hvilken jeg foretr\u00e6kker, men denne artikel handler ikke om mine pr\u00e6ferencer. Den handler om at give dig en \u00e6rlig sammenligning direkte fra maskinrummet, s\u00e5 du kan tr\u00e6ffe den rigtige beslutning for din forretning.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-18338\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-10.29.49-1024x575.png\" alt=\"\" width=\"1024\" height=\"575\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-10.29.49-1024x575.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-10.29.49-300x169.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-10.29.49-768x432.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-10.29.49-1536x863.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-10.29.49-2048x1151.png 2048w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-10.29.49-100x56.png 100w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>Vi kommer til at sammenligne PMax og Standard Shopping p\u00e5 alle vigtige omr\u00e5der: kanaler, algoritmer, indsigter, kontrolmuligheder, struktur og features. Jeg vil vise dig reel data fra reelle konti og forklare min tankegang. N\u00e5r du er f\u00e6rdig, vil du forst\u00e5, hvorfor jeg v\u00e6lger den ene frem for den anden i specifikke situationer, og endnu vigtigere, hvordan du kan g\u00f8re det samme.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-18342\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Pmax-vs-Std.-Shopping-1024x236.png\" alt=\"\" width=\"700\" height=\"161\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Pmax-vs-Std.-Shopping-1024x236.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Pmax-vs-Std.-Shopping-300x69.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Pmax-vs-Std.-Shopping-768x177.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Pmax-vs-Std.-Shopping-1536x354.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Pmax-vs-Std.-Shopping-100x23.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Pmax-vs-Std.-Shopping.png 1696w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/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\/MVQYICbeFvg\" 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>L\u00f8ftet om multikanal vs. virkeligheden<\/h2>\n<p>Et af de st\u00f8rste salgsargumenter for PMax er, at kombinationen af data p\u00e5 tv\u00e6rs af flere kanaler (Shopping, Search, YouTube, Display, Discover) giver kampagnetypen en fordel. I teorien er jeg enig. Problemet er, at teorien sj\u00e6ldent stemmer overens med virkeligheden.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18345\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Pmax-vs-Std.-Shopping-2-1024x356.png\" alt=\"\" width=\"463\" height=\"161\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Pmax-vs-Std.-Shopping-2-1024x356.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Pmax-vs-Std.-Shopping-2-300x104.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Pmax-vs-Std.-Shopping-2-768x267.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Pmax-vs-Std.-Shopping-2-100x35.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Pmax-vs-Std.-Shopping-2.png 1124w\" sizes=\"(max-width: 463px) 100vw, 463px\" \/><\/p>\n<p>Jeg har endnu til gode at se en Performance Max-kampagne, der for alvor tager over p\u00e5 en konto og bruger en betydelig del af budgettet p\u00e5 tv\u00e6rs af alle kanaler. Vi ser konsekvent, at dynamiske Search-annoncer bruger masser af penge, s\u00e5 jeg bliver altid overrasket over, hvor lidt PMax form\u00e5r at bruge uden for Shopping. Her er fire eksempler fra forskellige konti. To blev k\u00f8rt internt af annonc\u00f8ren (efter alle best practice-anbefalinger), og to var vores egne eksperimenter, omhyggeligt sat op med optimerede assets, der blev opdateret m\u00e5nedligt.<\/p>\n<ul>\n<li><strong>Eksempel 1:<\/strong> 99 % af budgettet gik til Search og Shopping.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18347\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-2.png\" alt=\"\" width=\"1014\" height=\"661\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-2.png 1014w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-2-300x196.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-2-768x501.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-2-100x65.png 100w\" sizes=\"(max-width: 1014px) 100vw, 1014px\" \/><\/p>\n<ul>\n<li><strong>Eksempel 2:<\/strong> 98 % af budgettet gik til Search og Shopping.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18349\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-3.png\" alt=\"\" width=\"1014\" height=\"799\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-3.png 1014w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-3-300x236.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-3-768x605.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-3-100x79.png 100w\" sizes=\"(max-width: 1014px) 100vw, 1014px\" \/><\/p>\n<ul>\n<li><strong>Eksempel 3 (Vores ideelle PMax-setup):<\/strong> Efter 6 ugers k\u00f8rsel med en &#8216;perfekt&#8217; kampagne baseret p\u00e5 Googles feedback, gik 93 % af budgettet stadig til Shopping-annoncer. ROAS fra YouTube og Display var n\u00e6sten ikke-eksisterende.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18351\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-4.png\" alt=\"\" width=\"1014\" height=\"856\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-4.png 1014w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-4-300x253.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-4-768x648.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-4-100x84.png 100w\" sizes=\"(max-width: 1014px) 100vw, 1014px\" \/><\/p>\n<ul>\n<li><strong>Eksempel 4 (Et andet land):<\/strong> Lignende resultater. YouTube n\u00e5ede 7,5 % af budgettet, men n\u00e5r jeg ser en YouTube-ROAS, der matcher Search, er min f\u00f8rste tanke simpel: Det er bare retargeting.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18353\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-5.png\" alt=\"\" width=\"1014\" height=\"856\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-5.png 1014w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-5-300x253.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-5-768x648.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Frame-5-100x84.png 100w\" sizes=\"(max-width: 1014px) 100vw, 1014px\" \/><\/p>\n<p>Problemet er, at du ikke har nogen indsigt i, om den YouTube-oms\u00e6tning kommer fra retargeting eller kold trafik. Du er ogs\u00e5 st\u00e6rkt begr\u00e6nset i din kreative testning; PMax tillader kun 15 videoer pr. asset group, hvilket reelt set kun er fem videoer, n\u00e5r man tager h\u00f8jde for de tre p\u00e5kr\u00e6vede formater. Det g\u00f8r hurtig testning umulig.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-18358\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-10.46.39-1-1024x590.jpg\" alt=\"\" width=\"1024\" height=\"590\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-10.46.39-1-1024x590.jpg 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-10.46.39-1-300x173.jpg 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-10.46.39-1-768x442.jpg 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-10.46.39-1-1536x885.jpg 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-10.46.39-1-2048x1179.jpg 2048w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-10.46.39-1-100x58.jpg 100w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>Mit prim\u00e6re problem er dette: Teorien bag PMax er fantastisk. <strong>Den g\u00f8r bare ikke det, de fleste tror, den vil g\u00f8re.<\/strong> Som Google selv vil fort\u00e6lle dig, er PMax ikke t\u00e6nkt som den eneste kampagne p\u00e5 din konto. Forbruget uden for Shopping er t\u00e6nkt som et supplement, ikke en erstatning for dedikerede Search-, YouTube- eller Display-kampagner. Og data underst\u00f8tter dette. I 95 % af tilf\u00e6ldene vil dit budget alligevel g\u00e5 til Shopping.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18360\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/The-non-Shopping-spend-is-supplementary-1024x182.png\" alt=\"\" width=\"700\" height=\"125\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/The-non-Shopping-spend-is-supplementary-1024x182.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/The-non-Shopping-spend-is-supplementary-300x53.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/The-non-Shopping-spend-is-supplementary-768x137.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/The-non-Shopping-spend-is-supplementary-100x18.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/The-non-Shopping-spend-is-supplementary.png 1477w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h2>Algoritmen: er den virkelig &#8216;bedre&#8217;?<\/h2>\n<p>Et tidligt argument for at skifte til PMax var, at dens algoritme var nyere og st\u00e6rkere end den i Standard Shopping. Og det er sandt. Men det er som at sige, at en pizza har mere smag end et stykke surdejsbr\u00f8d. Udsagnet er sandt, men det er den forkerte sammenligning og f\u00f8rer til den forkerte konklusion.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-18363\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Algorithm-Deep-Dive-1024x576.png\" alt=\"\" width=\"1024\" height=\"576\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Algorithm-Deep-Dive-1024x576.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Algorithm-Deep-Dive-300x169.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Algorithm-Deep-Dive-768x432.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Algorithm-Deep-Dive-1536x864.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Algorithm-Deep-Dive-2048x1152.png 2048w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Algorithm-Deep-Dive-100x56.png 100w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>Ja, PMax-algoritmen er nyere, fordi den skal h\u00e5ndtere flere kanaler p\u00e5 \u00e9n gang. Men <strong>den centrale shopping-algoritme<\/strong> er den samme (eller meget, meget lig) den i Standard Shopping. Som en product manager hos Google engang fortalte mig til et event, er id\u00e9en om en &#8216;feed-only&#8217; PMax-kampagne fejlagtig, fordi den modarbejder selve form\u00e5let med PMax. Der er ingen direkte v\u00e6rdi i at k\u00f8re en PMax feed-only kampagne frem for en Standard Shopping-kampagne. Det er den samme shopping-algoritme, der driver begge.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18365\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/As-a-product-manager-at-Google-told-me-at-an-event_-1024x671.png\" alt=\"\" width=\"700\" height=\"459\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/As-a-product-manager-at-Google-told-me-at-an-event_-1024x671.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/As-a-product-manager-at-Google-told-me-at-an-event_-300x197.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/As-a-product-manager-at-Google-told-me-at-an-event_-768x503.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/As-a-product-manager-at-Google-told-me-at-an-event_-100x66.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/As-a-product-manager-at-Google-told-me-at-an-event_.png 1285w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>At sige, at PMax har en fordel p\u00e5 grund af sin &#8216;nyere&#8217; algoritme, er at misforst\u00e5 pointen. For Shopping-delen er der ingen reel fordel.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18367\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Group-50-1024x739.png\" alt=\"\" width=\"700\" height=\"505\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Group-50-1024x739.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Group-50-300x216.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Group-50-768x554.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Group-50-100x72.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Group-50.png 1120w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h2>Her mister du kontrol: indsigter og styring<\/h2>\n<p>Det er her, forskellene bliver kritiske for enhver hands-on annonc\u00f8r. P\u00e5 papiret ser indsigterne ens ud, men n\u00e5r man graver ned i detaljerne, mangler PMax nogle afg\u00f8rende datapunkter.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18369\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Group-51-1024x740.png\" alt=\"\" width=\"700\" height=\"506\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Group-51-1024x740.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Group-51-300x217.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Group-51-768x555.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Group-51-100x72.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Group-51.png 1120w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h3>Vigtige indsigter du mister med PMax<\/h3>\n<p>Auktionsindsigter og produktindsigter er identiske. S\u00f8getermer er teknisk set de samme. Men her er, hvad du mister:<\/p>\n<ul>\n<li><strong>Impression share:<\/strong> Dette er den helt store. Fordi PMax er en kampagne p\u00e5 tv\u00e6rs af netv\u00e6rk, mister du adgang til data for impression share, top impression share og absolute top impression share for Shopping. Det er en af de vigtigste metrics, vi bruger til at vurdere, om vi efterlader penge p\u00e5 bordet.<\/li>\n<li><strong>Fordeling af forbrug p\u00e5 m\u00e5lgrupper:<\/strong> I PMax kan du ikke se, hvordan dit budget bliver fordelt p\u00e5 tv\u00e6rs af forskellige m\u00e5lgrupper. Du aner ikke, hvor meget der g\u00e5r til dine m\u00e5lrettede m\u00e5lgrupper i forhold til andre.<\/li>\n<li><strong>Rapporter for budstrategi:<\/strong> Den nye rapport for unikke s\u00f8gekategorier, som er et af de bedste nye tools til at forst\u00e5, hvad Smart Bidding g\u00f8r, er endnu ikke tilg\u00e6ngelig i PMax.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-18371\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.02.49-1024x503.png\" alt=\"\" width=\"1024\" height=\"503\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.02.49-1024x503.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.02.49-300x147.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.02.49-768x377.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.02.49-1536x755.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.02.49-2048x1006.png 2048w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.02.49-100x49.png 100w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18373\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.03.22-1024x488.png\" alt=\"\" width=\"700\" height=\"334\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.03.22-1024x488.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.03.22-300x143.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.03.22-768x366.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.03.22-1536x733.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.03.22-2048x977.png 2048w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.03.22-100x48.png 100w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h3>Problemet med uforudsigelige kontrolmuligheder<\/h3>\n<p>I begge kampagnetyper er en central kontrolmulighed at justere dit ROAS-m\u00e5l. Men resultatet er vidt forskelligt.<\/p>\n<p>Hvis du s\u00e6nker dit ROAS-m\u00e5l i Standard Shopping, bruger kampagnen flere penge p\u00e5 Shopping. Simpelt, forudsigeligt og pr\u00e6cist.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18375\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Lever-Deep-Dive-1024x835.png\" alt=\"\" width=\"700\" height=\"570\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Lever-Deep-Dive-1024x835.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Lever-Deep-Dive-300x244.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Lever-Deep-Dive-768x626.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Lever-Deep-Dive-100x81.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Lever-Deep-Dive.png 1124w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Hvis du s\u00e6nker dit ROAS-m\u00e5l i PMax, kan en af fire ting ske: Den kan bruge flere penge p\u00e5 Shopping, Search, Display eller Video. Du har nul kontrol over dette. Algoritmen kan beslutte sig for at &#8216;teste&#8217; at bruge mere p\u00e5 Display eller Discover i et par uger uden ROAS. Selvom det teknisk set er s\u00e5dan, den er designet til at fungere, s\u00e5 forestil dig, at det sker i din h\u00f8js\u00e6son. Du \u00f8ger dine budgetter i h\u00e5b om mere salg fra Shopping, og PMax beslutter, at det er et glimrende tidspunkt at eksperimentere med Discover. Det er mange spildte penge p\u00e5 det v\u00e6rst t\u00e6nkelige tidspunkt.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18378\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Same-thing-applies-to-spend-allocation-1024x470.png\" alt=\"\" width=\"700\" height=\"321\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Same-thing-applies-to-spend-allocation-1024x470.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Same-thing-applies-to-spend-allocation-300x138.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Same-thing-applies-to-spend-allocation-768x353.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Same-thing-applies-to-spend-allocation-1536x705.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Same-thing-applies-to-spend-allocation-100x46.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Same-thing-applies-to-spend-allocation.png 1575w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h2>Myten om, at &#8216;PMax er simplere&#8217;<\/h2>\n<p>I lang tid blev PMax markedsf\u00f8rt som den simplere kampagnetype. Dengang den erstattede Smart Shopping, var det muligvis sandt. Men i dag mener jeg, at en korrekt administreret PMax-kampagne faktisk er <strong>mere tidskr\u00e6vende<\/strong> end Standard Shopping.<\/p>\n<p>Hvorfor? Fordi en god PMax-kampagne kr\u00e6ver en konstant str\u00f8m af opdaterede kvalitets-assets p\u00e5 tv\u00e6rs af tekst, billeder og video. Standard Shopping kr\u00e6ver kun et optimeret feed. Id\u00e9en om, at du kan k\u00f8re PMax efter &#8216;s\u00e6t og glem&#8217;-princippet, er en opskrift p\u00e5 middelm\u00e5dige resultater.<\/p>\n<p>Selvom Google tydeligvis fokuserer mere udvikling p\u00e5 PMax, begynder vi at se mere feature-paritet. Lige nu er der meget f\u00e5, hvis nogen, features, der giver PMax en markant fordel i forhold til et veldrevet Standard Shopping-setup.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-18380\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Group-56-1024x856.png\" alt=\"\" width=\"1024\" height=\"856\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Group-56-1024x856.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Group-56-300x251.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Group-56-768x642.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Group-56-100x84.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Group-56.png 1124w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h2>S\u00e5dan v\u00e6lger du: det rette tool til opgaven<\/h2>\n<p>Diskussionen b\u00f8r ikke v\u00e6re &#8216;Performance Max versus Standard Shopping&#8217;. Den b\u00f8r handle om at v\u00e6lge det rette tool til den konkrete opgave.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18382\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Same-thing-applies-to-spend-allocation-2-1024x527.png\" alt=\"\" width=\"700\" height=\"360\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Same-thing-applies-to-spend-allocation-2-1024x527.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Same-thing-applies-to-spend-allocation-2-300x154.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Same-thing-applies-to-spend-allocation-2-768x395.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Same-thing-applies-to-spend-allocation-2-100x51.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Same-thing-applies-to-spend-allocation-2.png 1283w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h3>V\u00e6lg Standard Shopping hvis&#8230;<\/h3>\n<ul>\n<li>Du vil bygge en kompleks kampagnestruktur (f.eks. ved hj\u00e6lp af prioritetsindstillinger).<\/li>\n<li>Du er afh\u00e6ngig af data for impression share til at tr\u00e6ffe beslutninger om budgivning og budget.<\/li>\n<li>Du vil bruge mere avancerede kontrolmuligheder som portef\u00f8lje budstrategier eller budgr\u00e6nser.<\/li>\n<li>Dit prim\u00e6re m\u00e5l er specifikt at maksimere performance fra Shopping-kanalen.<\/li>\n<\/ul>\n<h3>V\u00e6lg Performance Max hvis&#8230;<\/h3>\n<ul>\n<li>Du foretr\u00e6kker et simplere, mere konsolideret kampagne-setup.<\/li>\n<li>Du prim\u00e6rt styrer performance ved at justere budgetter og ROAS-m\u00e5l.<\/li>\n<li>Du allerede har kreative kvalitets-assets til Display og Video klar.<\/li>\n<li>Du er okay med at have mindre kontrol over, hvor dit budget bliver allokeret.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18384\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.10.46-1024x769.png\" alt=\"\" width=\"700\" height=\"525\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.10.46-1024x769.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.10.46-300x225.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.10.46-768x576.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.10.46-1536x1153.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.10.46-2048x1537.png 2048w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-11-at-11.10.46-100x75.png 100w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h2>Konklusion: PMax er ikke en erstatning<\/h2>\n<p>Lad mig v\u00e6re helt tydelig p\u00e5 dette punkt: <strong>Performance Max erstatter ikke dedikerede Search-kampagner eller dedikerede YouTube-kampagner, hvis du vil have reelle resultater.<\/strong><\/p>\n<p>Det eneste, PMax erstatter, er en separat Standard Shopping-kampagne. Hvis du k\u00f8rer PMax med et produktfeed, skal du ikke oprette en separat Standard Shopping-kampagne. Det er spild af ressourcer og vil kun opdele dine data og dit budget.<\/p>\n<p>I sidste ende er begge dele effektive tools. Men den ene giver dig pr\u00e6cision og kontrol, mens den anden tilbyder bred (omend uforudsigelig) r\u00e6kkevidde. V\u00e6lg med omhu.<\/p>\n<h2>Kort fortalt<\/h2>\n<ul>\n<li><strong>PMax er ikke reelt multikanal:<\/strong> P\u00e5 trods af l\u00f8ftet g\u00e5r mere end 95 % af PMax-budgettet n\u00e6sten altid til Shopping og Search. Andre kanaler viser ofte d\u00e5rlig ROAS eller er begr\u00e6nset til retargeting.<\/li>\n<li><strong>Myten om den &#8216;bedre algoritme&#8217;:<\/strong> Den centrale shopping-algoritme i PMax er den samme som i Standard Shopping. Der er ingen reel algoritmisk fordel for dine produktannoncer.<\/li>\n<li><strong>Du ofrer kritisk indsigt og kontrol:<\/strong> PMax skjuler vigtige data som impression share og giver dig ingen kontrol over, hvordan budgettet fordeles p\u00e5 tv\u00e6rs af kanaler, n\u00e5r du justerer dine m\u00e5l.<\/li>\n<li><strong>Standard Shopping giver mere pr\u00e6cision:<\/strong> Her kan du lave \u00e6ndringer, der udelukkende p\u00e5virker din Shopping-performance, hvilket giver mere forudsigelige resultater.<\/li>\n<li><strong>V\u00e6lg det rette tool:<\/strong> Brug Standard Shopping til kontrol, komplekse strukturer og datadrevne beslutninger. Brug PMax til simplere setups, hvor du er komfortabel med mindre kontrol over budgetallokering.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Som bureau har vi administreret b\u00e5de Performance Max- og Standard Shopping-kampagner i hele Europa og h\u00e5ndteret annonceudgifter for over 474,5 mio. kr. alene det seneste \u00e5r. Jeg har en klar holdning til, hvilken jeg foretr\u00e6kker, men denne artikel handler ikke om mine pr\u00e6ferencer. Den handler om at give dig en \u00e6rlig sammenligning direkte fra maskinrummet, [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":18390,"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-18325","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opbygning-af-konto","category-optimering","tag-shopping-ads"],"acf":{"posts_intro_text":"En direkte sammenligning af Performance Max og Standard Shopping. Vi gennemg\u00e5r de reelle forskelle p\u00e5 tv\u00e6rs af kanaler, algoritmer og kontrol, s\u00e5 du kan beslutte, hvilket tool der er det rigtige til din konto."},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.9 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Performance Max vs. Standard Shopping: Hvilken skal du bruge (og hvorn\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\/performance-max-mod-standard-shopping\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Performance Max vs. Standard Shopping: Hvilken skal du bruge (og hvorn\u00e5r)\" \/>\n<meta property=\"og:description\" content=\"Som bureau har vi administreret b\u00e5de Performance Max- og Standard Shopping-kampagner i hele Europa og h\u00e5ndteret annonceudgifter for over 474,5 mio. kr. alene det seneste \u00e5r. Jeg har en klar holdning til, hvilken jeg foretr\u00e6kker, men denne artikel handler ikke om mine pr\u00e6ferencer. 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