{"id":18899,"date":"2026-06-23T09:26:19","date_gmt":"2026-06-23T07:26:19","guid":{"rendered":"https:\/\/savvyrevenue.com\/?p=18899"},"modified":"2026-06-26T12:40:03","modified_gmt":"2026-06-26T10:40:03","slug":"performance-max-test-med-google","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/performance-max-test-med-google\/","title":{"rendered":"PMax vs. Standard Shopping: Vi k\u00f8rte en test sammen med Google"},"content":{"rendered":"<p>Vi havde for nylig en samtale med Googles team for store annonc\u00f8rer om en af vores bedst performende konti. Deres r\u00e5d var direkte: Den taktik, der ville have st\u00f8rst effekt for annonc\u00f8ren, var at skifte fra Standard Shopping til Performance Max.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-18901\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Group-23560.png\" alt=\"\" width=\"500\" height=\"550\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Group-23560.png 700w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Group-23560-273x300.png 273w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Group-23560-100x110.png 100w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p>De var s\u00e5 selvsikre, at de hjalp med at designe et fuldt A\/B-eksperiment for at bevise, at PMax var den overlegne kampagnetype. S\u00e5 det k\u00f8rte vi. Vi fulgte deres setup, sporede data omhyggeligt, og efter flere uger fik vi et resultat, der selv overraskede mig. PMax tabte.<\/p>\n<p>I denne artikel gennemg\u00e5r jeg eksperimentets setup, hvad dataene rent faktisk viste, og de vigtigste takeaways, jeg har fra at se PMax fejle i at sl\u00e5 en forenklet version af vores Shopping-strategi.<\/p>\n<div style=\"background-color: #f9f9f9; border-radius: 12px; padding: 2em; margin: 2em 0;\">\n<h3 style=\"margin-top: 0;\">G\u00e5 ud over artiklen<\/h3>\n<div class=\"video-embed\" style=\"margin: 1em 0; border-radius: 12px; overflow: hidden;\"><iframe style=\"display: block;\" data-category-consent=\"cookie_cat_marketing\" src=\"about:blank\" data-consent-src=\"https:\/\/www.youtube.com\/embed\/Y5G6k9jzVtI\" width=\"100%\" height=\"415\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p><strong>Derfor er videoen bedre:<\/strong><\/p>\n<ul>\n<li>Se rigtige eksempler fra faktiske konti<\/li>\n<li>F\u00e5 dybere indsigt, der ikke kan formidles p\u00e5 skrift<\/li>\n<li>L\u00e6r avancerede strategier til komplekse situationer<\/li>\n<\/ul>\n<\/div>\n<h2>Eksperimentets setup: designet til PMax\u2019 fordel<\/h2>\n<p>For at sl\u00e5 det helt fast: Dette var et reelt eksperiment. Ops\u00e6tningen blev verificeret af Googles team for store annonc\u00f8rer. Vi k\u00f8rte det p\u00e5 en top-performende konto og havde dedikerede Search-kampagner k\u00f8rende sidel\u00f8bende for at isolere variablerne. Vi s\u00e5 ogs\u00e5 bort fra den f\u00f8rste uges data for at lade begge kampagner afslutte deres l\u00e6ringsfaser.<\/p>\n<p>Men der er en afg\u00f8rende detalje her. For at kunne k\u00f8re et \u00e9n-til-\u00e9n-eksperiment var vi n\u00f8dt til at sv\u00e6kke vores Standard Shopping-setup markant.<\/p>\n<p>Konkret kunne vi ikke bruge:<\/p>\n<ul>\n<li>En kompleks Shopping-struktur med kampagneprioriteter.<\/li>\n<li>Delte budgetter p\u00e5 tv\u00e6rs af kampagner.<\/li>\n<li>Portef\u00f8lje budstrategier.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-18903\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/We-couldnt-run_-1024x394.png\" alt=\"\" width=\"600\" height=\"231\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/We-couldnt-run_-1024x394.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/We-couldnt-run_-300x115.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/We-couldnt-run_-768x295.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/We-couldnt-run_-1536x590.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/We-couldnt-run_-2048x787.png 2048w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/We-couldnt-run_-100x38.png 100w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>Disse tre elementer er <strong>kerne<\/strong> i, hvordan vi tr\u00e6kker maksimal performance ud af Standard Shopping hos Savvy. Ved at fjerne dem k\u00e6mpede vi reelt set med den ene h\u00e5nd bundet p\u00e5 ryggen. S\u00e5 testen var ikke PMax vs. vores bedste Standard Shopping-setup. Det var PMax vs. en skrabet basisversion. Det er en vigtig pointe at huske.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-18918\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Group-23561-1024x719.png\" alt=\"\" width=\"700\" height=\"491\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Group-23561-1024x719.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Group-23561-300x211.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Group-23561-768x539.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Group-23561-100x70.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Group-23561.png 1120w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h2>Dataene: hvad frav\u00e6ret af en klar vinder reelt betyder<\/h2>\n<p>I l\u00f8bet af de otte uger, vi k\u00f8rte testen, skiftede vinderen frem og tilbage. Det endelige resultat var ikke statistisk signifikant i henhold til det 95 % konfidensinterval, jeg \u00f8nskede. Men frav\u00e6ret af en klar vinder er en konklusion i sig selv.<\/p>\n<p>Hele pr\u00e6missen fra Google var, at PMax ville overg\u00e5 Standard Shopping med &#8220;en klar margin&#8221;. Da den ikke form\u00e5ede at g\u00f8re det, selv mod et sv\u00e6kket setup, var pointen klar. Vi kunne have k\u00f8rt testen l\u00e6ngere, men med en performance s\u00e5 t\u00e6t p\u00e5 hinanden, s\u00e5 hverken annonc\u00f8ren, Google eller jeg nogen grund til at forts\u00e6tte.<\/p>\n<p>Det bedste datapunkt er den kumulative profit fra hver kampagne. Standard Shopping er den gr\u00f8nne linje.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18913\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/However-we-ran-PMax-in-two-other-accounts-for-9-months-and-the-performance-never-picked-up-beyond-the-initial-6-weeks_-1-1024x664.png\" alt=\"\" width=\"700\" height=\"454\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/However-we-ran-PMax-in-two-other-accounts-for-9-months-and-the-performance-never-picked-up-beyond-the-initial-6-weeks_-1-1024x664.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/However-we-ran-PMax-in-two-other-accounts-for-9-months-and-the-performance-never-picked-up-beyond-the-initial-6-weeks_-1-300x194.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/However-we-ran-PMax-in-two-other-accounts-for-9-months-and-the-performance-never-picked-up-beyond-the-initial-6-weeks_-1-768x498.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/However-we-ran-PMax-in-two-other-accounts-for-9-months-and-the-performance-never-picked-up-beyond-the-initial-6-weeks_-1-100x65.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/However-we-ran-PMax-in-two-other-accounts-for-9-months-and-the-performance-never-picked-up-beyond-the-initial-6-weeks_-1.png 1358w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Fra dag \u00e9t genererede vores forenklede Standard Shopping-kampagne mere profit. Med undtagelse af kun seks dage i l\u00f8bet af det 42 dage lange eksperiment forblev den foran, og profitforskellen voksede, som tiden gik.<\/p>\n<h3>Problemet med volatilitet<\/h3>\n<p>En af grundene til, at PMax genererede mindre profit, var dens volatilitet. Den havde flere dage med negativ profit. Vores Standard Shopping-kampagne havde ikke en eneste. Selvom PMax ogs\u00e5 havde dage med h\u00f8jere profit, resulterede dens ustabilitet i sidste ende i en lavere samlet profit sammenlignet med den stabile performance fra Standard Shopping.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18923\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Since-day-1-it-generated-more-profit-with-the-exception-of-6-days-during-the-42-day-experiment-1024x720.png\" alt=\"\" width=\"700\" height=\"492\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Since-day-1-it-generated-more-profit-with-the-exception-of-6-days-during-the-42-day-experiment-1024x720.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Since-day-1-it-generated-more-profit-with-the-exception-of-6-days-during-the-42-day-experiment-300x211.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Since-day-1-it-generated-more-profit-with-the-exception-of-6-days-during-the-42-day-experiment-768x540.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Since-day-1-it-generated-more-profit-with-the-exception-of-6-days-during-the-42-day-experiment-1536x1080.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Since-day-1-it-generated-more-profit-with-the-exception-of-6-days-during-the-42-day-experiment-2048x1440.png 2048w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Since-day-1-it-generated-more-profit-with-the-exception-of-6-days-during-the-42-day-experiment-100x70.png 100w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Det g\u00e6ngse modargument er, at seks uger ikke er nok tid for PMax til at stabilisere sig. Men dette var ikke et enkeltst\u00e5ende tilf\u00e6lde. Vi k\u00f8rte PMax p\u00e5 to andre konti i n\u00e6sten ni m\u00e5neder (38 uger), og dens performance blev aldrig bedre efter den indledende l\u00e6ringsfase. De konti viste en lignende volatilitet over en meget l\u00e6ngere tidsramme.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18928\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/One-of-the-reasons-why-PMax-derived-less-profit-was-that-it-was-more-volatile_-1024x487.png\" alt=\"\" width=\"700\" height=\"333\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/One-of-the-reasons-why-PMax-derived-less-profit-was-that-it-was-more-volatile_-1024x487.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/One-of-the-reasons-why-PMax-derived-less-profit-was-that-it-was-more-volatile_-300x143.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/One-of-the-reasons-why-PMax-derived-less-profit-was-that-it-was-more-volatile_-768x365.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/One-of-the-reasons-why-PMax-derived-less-profit-was-that-it-was-more-volatile_-100x48.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/One-of-the-reasons-why-PMax-derived-less-profit-was-that-it-was-more-volatile_.png 1358w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18926\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Again-lets-pull-the-other-two-accounts-in-1024x437.png\" alt=\"\" width=\"700\" height=\"299\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Again-lets-pull-the-other-two-accounts-in-1024x437.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Again-lets-pull-the-other-two-accounts-in-300x128.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Again-lets-pull-the-other-two-accounts-in-768x328.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Again-lets-pull-the-other-two-accounts-in-100x43.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/Again-lets-pull-the-other-two-accounts-in.png 1358w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Konklusionen var den samme p\u00e5 tv\u00e6rs af alle tre konti: PMax var ikke en automatisk opgradering i forhold til en velstyret Standard Shopping-struktur.<\/p>\n<h2>Kanaltildeling: hvor gik pengene egentlig hen?<\/h2>\n<p>Jeg blev oprigtigt overrasket over dataene for kanaltildeling. Vi gav PMax fuldt optimerede kreativer til Display og YouTube i h\u00e5b om at se den ekspandere til nye kanaler. Det skete ikke.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18932\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/If-we-look-at-the-Channel-Allocation-then-I-was-actually-surprised-at-the-results_-1-1024x929.png\" alt=\"\" width=\"700\" height=\"635\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/If-we-look-at-the-Channel-Allocation-then-I-was-actually-surprised-at-the-results_-1-1024x929.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/If-we-look-at-the-Channel-Allocation-then-I-was-actually-surprised-at-the-results_-1-300x272.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/If-we-look-at-the-Channel-Allocation-then-I-was-actually-surprised-at-the-results_-1-768x697.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/If-we-look-at-the-Channel-Allocation-then-I-was-actually-surprised-at-the-results_-1-1536x1394.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/If-we-look-at-the-Channel-Allocation-then-I-was-actually-surprised-at-the-results_-1-100x91.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/If-we-look-at-the-Channel-Allocation-then-I-was-actually-surprised-at-the-results_-1.png 1618w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Kampagnen var n\u00e6sten udelukkende Shopping. Den minimale m\u00e6ngde spend, vi s\u00e5 p\u00e5 Display og YouTube, var ikke succesfuld efter nogen som helst m\u00e5lestok (og Display-spend var sandsynligvis bare retargeting). Dette var s\u00e6rligt m\u00e6rkeligt, fordi POAS-m\u00e5let var sat et godt stykke under vores kontogennemsnit, s\u00e5 der burde have v\u00e6ret rigeligt med rum for PMax til at eksperimentere.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18935\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/If-we-compare-this-to-the-other-two-accounts-613x1024.png\" alt=\"\" width=\"700\" height=\"1170\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/If-we-compare-this-to-the-other-two-accounts-613x1024.png 613w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/If-we-compare-this-to-the-other-two-accounts-180x300.png 180w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/If-we-compare-this-to-the-other-two-accounts-768x1283.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/If-we-compare-this-to-the-other-two-accounts-919x1536.png 919w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/If-we-compare-this-to-the-other-two-accounts-1226x2048.png 1226w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/If-we-compare-this-to-the-other-two-accounts-100x167.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/If-we-compare-this-to-the-other-two-accounts-scaled.png 1532w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Hvis kampagnen stadig er 95 %+ Shopping, hvorfor skulle jeg s\u00e5 opgive kontrollen over negative s\u00f8geord, struktur og budgetter, hvis ikke jeg f\u00e5r en klar performance-gevinst? I dette tilf\u00e6lde gjorde vi ikke.<\/p>\n<p>Dette var endnu mere tydeligt p\u00e5 de to andre konti, der k\u00f8rte i meget l\u00e6ngere tid. P\u00e5 de konti k\u00f8rte vi ingen dedikerede Search-kampagner, hvilket gav PMax en klar mulighed for at udfylde tomrummet. Den form\u00e5ede stadig kun at allokere beskedne 4-13 % af sit budget til Search. Vores gamle DSA-kampagner performerede bedre end det.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18938\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/However-we-ran-PMax-in-two-other-accounts-for-9-months-and-the-performance-never-picked-up-beyond-the-initial-6-weeks_-1-1-1024x254.png\" alt=\"\" width=\"1000\" height=\"248\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/However-we-ran-PMax-in-two-other-accounts-for-9-months-and-the-performance-never-picked-up-beyond-the-initial-6-weeks_-1-1-1024x254.png 1024w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/However-we-ran-PMax-in-two-other-accounts-for-9-months-and-the-performance-never-picked-up-beyond-the-initial-6-weeks_-1-1-300x74.png 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/However-we-ran-PMax-in-two-other-accounts-for-9-months-and-the-performance-never-picked-up-beyond-the-initial-6-weeks_-1-1-768x191.png 768w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/However-we-ran-PMax-in-two-other-accounts-for-9-months-and-the-performance-never-picked-up-beyond-the-initial-6-weeks_-1-1-1536x381.png 1536w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/However-we-ran-PMax-in-two-other-accounts-for-9-months-and-the-performance-never-picked-up-beyond-the-initial-6-weeks_-1-1-100x25.png 100w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2026\/06\/However-we-ran-PMax-in-two-other-accounts-for-9-months-and-the-performance-never-picked-up-beyond-the-initial-6-weeks_-1-1.png 1846w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<h2>Mine 5 vigtigste takeaways fra PMax-eksperimentet<\/h2>\n<p>Hvis jeg skulle opsummere hele eksperimentet, kan det koges ned til fem centrale takeaways, der g\u00e6lder for de fleste webshops.<\/p>\n<h3>1. Testen var designet til, at PMax skulle vinde<\/h3>\n<p>Jeg kan ikke understrege det nok. PMax fejlede ikke i at sl\u00e5 vores bedste, mest sofistikerede Standard Shopping-setup. Den fejlede i klart at sl\u00e5 en forenklet version, som vi aldrig ville k\u00f8re for en annonc\u00f8r i et virkeligt scenarie.<\/p>\n<h3>2. PMax var alligevel mest en Shopping-kampagne<\/h3>\n<p>Selv med optimerede kreativer og fleksibel budgivning l\u00e5ste PMax ikke op for ny v\u00e6kst p\u00e5 YouTube eller Display. Det var bare en &#8216;black box&#8217;-version af en Shopping-kampagne. Det rejser sp\u00f8rgsm\u00e5let: Hvad er den reelle fordel, hvis den ikke effektivt udvider din r\u00e6kkevidde til nye kanaler?<\/p>\n<h3>3. St\u00e6rke Search-kampagner begr\u00e6nser PMax\u2019 potentiale<\/h3>\n<p>PMax er ikke magi. Den skal finde inkremental v\u00e6rdi et sted. P\u00e5 denne konto havde vi allerede st\u00e6rke, dedikerede Search-kampagner, der d\u00e6kkede vores kerne-s\u00f8geord. Med Shopping allerede optimeret og Search allerede d\u00e6kket, hvor skulle PMax s\u00e5 skabe et markant l\u00f8ft?<\/p>\n<h3>4. Stabilitet har en v\u00e6rdi<\/h3>\n<p>Gennemsnittet l\u00e5 t\u00e6t, men den daglige virkelighed var en anden. Standard Shopping var stabil og forudsigelig. PMax var volatil, med h\u00f8je toppe og dybe dale (inklusive dage med negativ profit). N\u00e5r du aktivt styrer og skalerer en konto, er stabilitet et v\u00e6rdifuldt aktiv. Det g\u00f8r beslutningstagning meget lettere.<\/p>\n<h3>5. &#8220;Pr\u00f8v PMax&#8221; er ikke en strategi<\/h3>\n<p>Dette er min st\u00f8rste takeaway. &#8220;N\u00e5, du k\u00f8rer Standard Shopping? Du burde pr\u00f8ve PMax&#8221; er blevet den dovneste anbefaling inden for digital marketing. En kampagnetype er ikke en strategi. Du er n\u00f8dt til at se p\u00e5 den underliggende motor, de kanaler den betjener, og de h\u00e5ndtag, du mister adgang til. Hvis det ikke matcher dine forretningsm\u00e5l, skyder du bare med spredehagl og h\u00e5ber, at noget rammer plet.<\/p>\n<p>&nbsp;<\/p>\n<h2>Konklusion: PMax er et tool, ikke en mirakelkur<\/h2>\n<p>Min konklusion fra dette eksperiment er ikke, at PMax er d\u00e5rligt. Det er et st\u00e6rkt tool i den rigtige situation.<\/p>\n<p>Min konklusion er, at PMax ikke skal behandles som en automatisk, universel opgradering fra Standard Shopping. Det er en afvejning. Du bytter kontrol for automatisering. Og som denne test viste, resulterer den afvejning ikke altid i bedre performance. Nogle gange er et velbygget, strategisk styret Standard Shopping-setup stadig det bedste valg.<\/p>\n<p>Som med ethvert tool virker det kun, n\u00e5r opgaven er den rette.<\/p>\n<h2>[TL;DR]<\/h2>\n<ul>\n<li>Eksperimentet var designet til PMax&#8217; fordel, da den konkurrerede mod et sv\u00e6kket Standard Shopping-setup uden vores vigtigste strategiske h\u00e5ndtag.<\/li>\n<li>PMax form\u00e5ede ikke at generere meningsfuldt spend eller performance p\u00e5 YouTube og Display, og fungerede mest som en mindre transparent Shopping-kampagne.<\/li>\n<li>Tilstedev\u00e6relsen af st\u00e6rke, eksisterende Search-kampagner reducerer potentialet for PMax til at tilf\u00f8je inkremental v\u00e6rdi markant.<\/li>\n<li>PMax var mere volatil end Standard Shopping, hvilket f\u00f8rte til flere dage med negativ profit og en mindre stabil samlet performance.<\/li>\n<li>Valg af kampagnetype er en strategisk beslutning, ikke en standardhandling. &#8220;Bare pr\u00f8v PMax&#8221; er et dovent r\u00e5d, der ignorerer en kontos specifikke behov og styrker.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Vi havde for nylig en samtale med Googles team for store annonc\u00f8rer om en af vores bedst performende konti. Deres r\u00e5d var direkte: Den taktik, der ville have st\u00f8rst effekt for annonc\u00f8ren, var at skifte fra Standard Shopping til Performance Max. De var s\u00e5 selvsikre, at de hjalp med at designe et fuldt A\/B-eksperiment for [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":18945,"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":[48],"class_list":["post-18899","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-optimering","tag-shopping-ads-optimering"],"acf":{"posts_intro_text":"Googles team for store annonc\u00f8rer fortalte vores annonc\u00f8r, at PMax ville performe markant bedre end deres Standard Shopping-setup. De designede eksperimentet, vi udf\u00f8rte det, og resultaterne overraskede os: PMax form\u00e5ede ikke engang at sl\u00e5 en sv\u00e6kket version af vores Standard Shopping-kampagner."},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.1 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>PMax vs. Standard Shopping: Vi k\u00f8rte en test sammen med Google<\/title>\n<meta name=\"description\" content=\"Overvejer du PMax vs. Standard Shopping? Vi k\u00f8rte et Google-verificeret eksperiment, og resultaterne var klare. 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