{"id":4132,"date":"2022-11-08T07:03:34","date_gmt":"2022-11-08T06:03:34","guid":{"rendered":"https:\/\/savvyrevenue.com\/display-retargeting-webshops\/"},"modified":"2024-05-01T18:53:47","modified_gmt":"2024-05-01T16:53:47","slug":"display-retargeting-webshops","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/display-retargeting-webshops\/","title":{"rendered":"Display Retargeting &#8211; Den effektive ops\u00e6tning til eCommerce"},"content":{"rendered":"<h3 id=\"h.30j0zll\">Opsummering<\/h3>\n<ul>\n<li><strong>M\u00e5lgrupper<\/strong>\u00a0kan v\u00e6re enklere i dag end de plejede at v\u00e6re grundet Smart Bidding.<\/li>\n<li><strong>Feed-baserede annoncer<\/strong>\u00a0er lettere at oprette i stor skala, men kan v\u00e6re mindre effektive for D2C eCommerce.<\/li>\n<li><strong>Discovery Ads med feeds<\/strong>\u00a0er et must for virksomheder inden for eCommerce.<\/li>\n<li>Brug af <strong>livsstilsbilleder<\/strong>\u00a0og korte titler med Discovery Ads er et must.<\/li>\n<li>Retargeting-kampagner <strong>giver stadig mening<\/strong>\u00a0i en virkelighed med Performance Max.<\/li>\n<\/ul>\n<h3 id=\"h.1fob9te\">Intro<\/h3>\n<p>Retargeting er ikke for alle eCommerce-virksomheder. Jeg mener, at det i det store hele er <strong>overvurderet for detailhandel<\/strong>\u00a0og <strong>undervurderet for direkte-til-forbruger-<\/strong>brands.<\/p>\n<p>Den st\u00f8rste fordel ved retargeting er, at du f\u00e5r vist dit brand og annoncebudskab frem til<strong>\u00a0st\u00e6rkt motiverede forbrugere<\/strong>, der allerede har v\u00e6ret p\u00e5 dit websted.<\/p>\n<p>Men der er mange m\u00e5der at g\u00f8re det p\u00e5, og bare fordi nogen har v\u00e6ret p\u00e5 dit websted en gang, betyder det ikke, at det er pengene v\u00e6rd at vise dem annoncer igen og igen.<\/p>\n<p>At nogen klikker p\u00e5 det forkerte link p\u00e5 Facebook er ikke lig med, at du f\u00e5r noget ud af den person. I dag vil vi diskutere dette og mange flere aspekter ved at k\u00f8re en <strong>vellykket retargeting-kampagne for eCommerce<\/strong>.<\/p>\n<p>Note: Performance Max ses allerede p\u00e5 denne opg\u00f8relse. Hvis du ikke k\u00f8rer Performance Max, eller du har frataget det dets aktiver, vises du ikke p\u00e5 <em>de fleste<\/em>\u00a0af de aktiver, der n\u00e6vnes i dag. For flere oplysninger om, hvorvidt enkeltst\u00e5ende remarketing-kampagner er pengene v\u00e6rd, hvis du k\u00f8rer Performance Max, kan du springe frem til slutningen.<\/p>\n<h2 id=\"h.3znysh7\">Discovery Ads og traditionelle Display Ads<\/h2>\n<p>Udover den traditionelle Display Ads-kampagne, som vi alle kender, er der ogs\u00e5 en kampagnetype kaldet Discovery Ads.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/fldq43PmpeudKvUDApk75uqXdvQJL0qsY04I.gif\" alt=\"An animated example of different placements for Discovery ads with product feeds.\" width=\"100%\" height=\"auto\" data-mime-type=\"image\/gif\" \/><\/p>\n<p><a href=\"https:\/\/support.google.com\/google-ads\/answer\/12561938?hl=en&amp;ref_topic=10307955\">Kilde<\/a><\/p>\n<p>Discovery Ads er det nye barn i klassen, n\u00e5r det kommer til display-annoncering til eCommerce, da det netop har erhvervet sig muligheden for at inkludere et Google Merchant Center-feed. Det har v\u00e6ret i beta i et stykke tid, men blev officielt udgivet i sommeren 2022.<\/p>\n<p>Det vises i \u00f8jeblikket under tre hoveddele af Google Ad Inventory:<\/p>\n<ol start=\"1\">\n<li><strong>Gmail<\/strong>\u00a0som &#8220;promotional&#8221; e-mails (computer og mobil)<\/li>\n<li><strong>YouTube<\/strong>\u00a0i Start- og &#8220;Se n\u00e6ste&#8221;-feeds (kun mobil)<\/li>\n<li><strong>Discover<\/strong>-afdelingen i Google (kun mobil)<\/li>\n<\/ol>\n<p>Discovery Ads er en <strong>fantastisk tilf\u00f8jelse<\/strong>\u00a0til almindelige Display Ads og giver dig adgang til en annoncebeholdning, som du ellers ikke ville have adgang til.<\/p>\n<p>I dag vil vi diskutere f\u00f8lgende:<\/p>\n<ul>\n<li>S\u00e5dan opretter du annoncer (feed-baserede eller Responsive Display Ads)<\/li>\n<li>S\u00e5dan strukturerer du dine kampagner<\/li>\n<li>M\u00e5lretning efter m\u00e5lgruppe<\/li>\n<li>Budgivning og performance management<\/li>\n<\/ul>\n<p>Men lad os f\u00f8rst diskutere, hvorfor det er godt at inkludere dit feed i din retargeting af din eCommerce.<\/p>\n<h2 id=\"h.2et92p0\">Inkluder dit feed for at f\u00e5 kraftfulde retargeting muligheder<\/h2>\n<p>Ved at tilf\u00f8je dit feed for at <strong>generere annoncer<\/strong>, g\u00f8r du to ting:<\/p>\n<ol start=\"1\">\n<li>Det vil vise annoncer for det produkt, en forbruger har set p\u00e5 dit websted.<\/li>\n<li>Det opretter dynamiske annonceaktiver baseret p\u00e5 disse produkter.<\/li>\n<\/ol>\n<p>Begge dele er virkelig nyttige, n\u00e5r du har brug for at <strong>opskalere din retargeting-kampagne.<\/strong>\u00a0Senere i denne artikel vil jeg g\u00e5 mere i detaljer om, hvorvidt dette er den bedste m\u00e5de at k\u00f8re retargeting-annoncer for alle annonc\u00f8rer (hint: det er det ikke).<\/p>\n<p>To ting, der langt fra er ideelle ved dit almindelige Google Shopping-feed, er titlen og billederne.<\/p>\n<p>Der er to ting, du kan g\u00f8re ved det:<\/p>\n<ol start=\"1\">\n<li>Brug et separat feed til dine Display Ads.<\/li>\n<li>Brug feed-funktionerne short_title og lifestyle_image_link (g\u00e6lder kun for Discovery Ads).<\/li>\n<\/ol>\n<h3 id=\"h.tyjcwt\">Differentier titler og billeder til Discovery Ads-annoncer<\/h3>\n<p>Jeg elsker virkelig det her fra Google. Jeg er generelt skeptisk over for nye ting fra Google, men denne her lille feature er <strong>en sand<\/strong>\u00a0<strong>perle<\/strong>.<\/p>\n<p>Normalt opretter vi produkttitler i vores feeds, der er <strong>st\u00e6rkt fokuserede p\u00e5 s\u00f8geintention.<\/strong>\u00a0Vi bruger m\u00e6rke, kategori, produktnavn, modelserie, st\u00f8rrelse, farve og materiale i titlen. Alts\u00e5, Google tager endda egenskaber og tilf\u00f8jer dem til titlen dynamisk nu.<\/p>\n<p>Men det er <strong>ikke<\/strong>\u00a0<strong>den bedste m\u00e5de at g\u00f8re det p\u00e5 med Display<\/strong>.<\/p>\n<p>S\u00e5 Google introducerede muligheden for at oprette kortere titler og indstille forskellige billeder til dine display-annoncer ved hj\u00e6lp af to funktioner:<\/p>\n<ul>\n<li><a href=\"https:\/\/support.google.com\/merchants\/answer\/11551083?hl=en#zippy=\">short_title<\/a><\/li>\n<li><a href=\"https:\/\/support.google.com\/merchants\/answer\/9103186\">lifestyle_image_link<\/a><\/li>\n<\/ul>\n<p>Dette giver dig muligheden for at tage de kedelige billeder, der bruges til Shopping og keyword-fyldte titler, og <strong>skabe noget mere stilfuldt til Display<\/strong>.<\/p>\n<p>Fjern dette:<\/p>\n<figure style=\"text-align: center;\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/SoMe_Feature-image-Display-Retargeting_V2_Article-illustrations-Display-retargeting-article-1_1_251022.jpg\" alt=\"Eksempel p\u00e5 en d\u00e5rlig display annonce\" width=\"1024\" height=\"600\" \/><\/figure>\n<p>Tekst: <strong>XPLORER Woody Paddle Board Package by Cruiser SUP<\/strong><strong>\u00ae<\/strong><\/p>\n<p>Billede-link: https:\/\/www.cruisersup.com\/products\/xplorer-stand-up-paddle-boards<\/p>\n<p>Og k\u00f8r i stedet dette:<\/p>\n<figure style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled.jpg\" alt=\"Eksempel p\u00e5 en d\u00e5rlig display annonce\" width=\"1024\" height=\"600\" \/><\/figure>\n<p>Tekst: <strong>Premium Non-inflatable Paddle Boards by Cruiser SUP<\/strong><strong>\u00ae<\/strong><\/p>\n<p>Billede-link: https:\/\/www.cruisersup.com\/pages\/stand_up_paddle_boards<\/p>\n<p>Hvilken billede tror du vil fungere bedst til display-annoncering?<\/p>\n<p>For mig udg\u00f8r dette en game-changer for feed-baseret display-annoncering og er et <strong>must<\/strong>\u00a0til Discovery-kampagner. Og n\u00e5r det s\u00e5 endeligt kommer i brug for alle Display-kampagner, tror jeg, det bliver fantastisk.<\/p>\n<p>Med det til en side, vil jeg nu komme ind p\u00e5, hvorn\u00e5r det er en god ide at k\u00f8re feed-baserede Display Ads, og hvorn\u00e5r du skal bruge Responsive Display Ads med tilpassede billeder.<\/p>\n<h2 id=\"h.3dy6vkm\">Annonceoprettelse: Feed-baseret vs. Brugerdefineret og kreativt<\/h2>\n<p>Feed-baseret er det nemme f\u00f8rste skridt, og det er ideelt til detailhandel i det lange l\u00f8b. Det positive ved dem er, at du kan begynde at k\u00f8re personlige annoncer uden at skulle g\u00f8re alt for meget.<\/p>\n<p>En bruger ser et produkt, og derefter viser du annoncer for det specifikke produkt rundt omkring p\u00e5 nettet.<\/p>\n<p>S\u00e5 langt, s\u00e5 godt.<\/p>\n<p>Men hvad nu hvis selve annoncen skal forbedres? Og hvis det skal ber\u00f8re nogle af de smerte-\/friktionspunkter, som potentielle kunder oplever, f\u00f8r de k\u00f8ber dit produkt?<\/p>\n<p>Det er her de <strong>Responsive Display Ads<\/strong>\u00a0kommer ind i billedet.<\/p>\n<p>Du kan tilf\u00f8je flere tilpassede annonceaktiver, f.eks.<\/p>\n<ul>\n<li>Tekst<\/li>\n<li>Billeder<\/li>\n<li>Videoer<\/li>\n<\/ul>\n<p>der ber\u00f8rer dine brugeres specifikke smertepunkter i stedet for blot at vise det samme produkt igen og igen.<\/p>\n<h3 id=\"h.1t3h5sf\">Hvad er den bedste destinationsside?<\/h3>\n<p>Et andet aspekt af, om du skal v\u00e6lge feed-baserede annoncer eller ej, er <strong>hvor du gerne vil linke brugerne hen til<\/strong>. N\u00e5r du k\u00f8rer feed-baseret, er det produktsiden &#8211; men igen, er det virkelig ideelt, at brugerne l\u00e6ser en produktside igen og igen, eller er det snarere bedre at opbygge en brugerdefineret destinationsside med specifikke smertepunkter?<\/p>\n<p>For detailhandel med tusindvis af produkter vil og b\u00f8r 90 % af retargeting-indsatsen v\u00e6re feed-baseret. Det er simpelthen umuligt at oprette m\u00e5lgrupper og Responsive Display Ads for alle produkter.<\/p>\n<p>Men for D2C eCommerce er svaret p\u00e5 dette sp\u00f8rgsm\u00e5l mere 50\/50.<\/p>\n<h2 id=\"h.4d34og8\">Segmentering af produkter\/kampagner<\/h2>\n<p>Nogle produkter er bedre egnet til retargeting end andre, og uanset hvor mange SKU&#8217;er du har, b\u00f8r du foretage en vis produktsegmentering og dermed kampagnesegmentering.<\/p>\n<p>Lad os tage et eksempel med et firma, der s\u00e6lger tr\u00e6ningssko, som <a href=\"https:\/\/www.nobullproject.com\/\">NoBull<\/a>:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-2.png\" alt=\"Untitled\" \/><\/p>\n<p>Deres vigtigste produkter er tr\u00e6nings- og l\u00f8besko, men de s\u00e6lger ogs\u00e5 tilbeh\u00f8r. Der kan v\u00e6re en enorm v\u00e6rdi i at promovere retargeting for deres <strong>kerneprodukter<\/strong>, men ikke for sokker, armb\u00e5nd, badeh\u00e6tter osv.<\/p>\n<p>S\u00e5 tag med to ting med i overvejelserne, n\u00e5r du opretter kampagnesegmenteringer:<\/p>\n<ol start=\"1\">\n<li>Vil du annoncere for alle dine produkter?<\/li>\n<li>Har du brug for at differentiere ROAS-m\u00e5lene?<\/li>\n<\/ol>\n<p>Eksempler p\u00e5 kampagnestruktur:<\/p>\n<ul>\n<li>D: Hovedprodukter | 7-90 dage | ROAS 500 %<\/li>\n<li>D: Hovedprodukter | 0-7 dage | ROAS 250 %<\/li>\n<li>D: Tilbeh\u00f8r | <em>Ikke inkluderet<\/em><\/li>\n<\/ul>\n<p>I eksemplet ovenfor har vi lavet en kampagnestruktur, der giver os mulighed for at:<\/p>\n<ul>\n<li>K\u00f8re mere aggressivt p\u00e5 forbrugere, der har bes\u00f8gt vores websted i de sidste 7 dage<\/li>\n<li>Stadig annoncere over 7-90-dages perioden, men vi skal have et h\u00f8jere ROAS og derp\u00e5 fort\u00e6lle Smart Bidding, at der ikke skal bydes s\u00e5 aggressivt her<\/li>\n<li>Ekskludere tilbeh\u00f8r fra enhver remarketing-annoncering<\/li>\n<\/ul>\n<p>Og nu handler det s\u00e5 om, hvordan du strukturerer din m\u00e5lgruppe, hvilket vi vil tale om i det f\u00f8lgende.<\/p>\n<h2 id=\"h.2s8eyo1\">M\u00e5lretning efter m\u00e5lgruppe<\/h2>\n<p>For det f\u00f8rste plejede jeg, som en af de garvede veteraner i branchen, at oprette m\u00e5lgrupper segmenteret p\u00e5 7, 14, 21, 28 dage osv. for at kunne byde i overensstemmelse hermed.<\/p>\n<p>Det er ikke l\u00e6ngere n\u00f8dvendigt (hvis du bruger Smart Bidding).<\/p>\n<p>Google kan nu <strong>l\u00e6se &#8220;indeni&#8221; dine m\u00e5lgruppelister<\/strong>. Hvis du opretter lister p\u00e5 540 dage, kan Smart Bidding byde i henhold til, hvor l\u00e6nge nogen har v\u00e6ret p\u00e5 din liste, og hvor godt disse cohorts normalt konverterer (<a href=\"https:\/\/support.google.com\/google-ads\/answer\/4782789?hl=en\">kilde<\/a>).<\/p>\n<p>Det handler om, hvordan Smart Bidding vil byde p\u00e5 det faktiske s\u00f8geord, og ikke keyword&#8217;et, i s\u00f8gekampagnerne.<\/p>\n<p>Derfor er der ikke behov for at oprette individuelle m\u00e5lgrupper baseret p\u00e5 varighed til<em>\u00a0pr\u00e6stationsform\u00e5l<\/em>.<\/p>\n<p>Men hvis du er ligesom mig, og du kan lide at have et indblik i, hvordan dine m\u00e5lgrupper k\u00f8rer, s\u00e5 anbefaler jeg stadig at lave en <em>nylig<\/em>\u00a0m\u00e5lgruppe og en <em>samlet <\/em>m\u00e5lgruppe.<\/p>\n<ul>\n<li>Den nylige m\u00e5lgruppe refererer til den typiske kunderejse \u2013 dvs. de sidste 7, 14 eller 28 dage.<\/li>\n<li>Den samlede m\u00e5lgruppe refererer til s\u00e5 meget data, som du har i alt \u2013 f.eks. 540 dage.<\/li>\n<\/ul>\n<p>Det er sv\u00e6rt at sige pr\u00e6cis, hvor mange mennesker der skal v\u00e6re i din m\u00e5lgruppe, f\u00f8r retargeting-kampagner er umagen v\u00e6rd. Da de er hurtige at oprette, har de en tendens til at v\u00e6re umagen v\u00e6rd for de fleste, uanset virksomhedens st\u00f8rrelse, men det er klart, at jo mere trafik du har p\u00e5 dit websted, jo mere effektive bliver dine retargeting-kampagner.<\/p>\n<h3 id=\"h.17dp8vu\">De m\u00e5lgrupper, du b\u00f8r skabe for retargeting<\/h3>\n<p>Endnu engang, s\u00e5 er min tilgang nu om dage at forenkle snarere end at skabe alt for detaljerede m\u00e5lretningsmuligheder, som vi alligevel ikke kommer til at bruge.<\/p>\n<p>N\u00e5r det g\u00e6lder eCommerce, er de typiske m\u00e5lgrupper, du skal oprette til retargeting:<\/p>\n<figure style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-1.jpg\" alt=\"M\u00e5lgrupper du b\u00f8r lave i display retargeting\" width=\"1024\" height=\"660\" \/><\/figure>\n<ul>\n<li>Alle bes\u00f8gende i de <em>sidste 60 dage<\/em>\n<ul>\n<li>Bes\u00f8g p\u00e5 hjemmesiden<\/li>\n<li>Bes\u00f8g af &lt;1 min varighed<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li>Kvalificerede bes\u00f8gende inden for de <em>sidste 60 dage<\/em>\n<ul>\n<li>Bes\u00f8g af &gt;1 min varighed<\/li>\n<li>Bes\u00f8g p\u00e5 produktsider<\/li>\n<li>L\u00e6g i vogn<\/li>\n<li><em>Enhver anden vigtig handling, der foretages p\u00e5 webstedet (grupperet som en begivenhed, hvis det er muligt)<\/em><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Et-minuts bes\u00f8get p\u00e5 webstedet og den varighed, der bestemmer, om brugerne skal v\u00e6re p\u00e5 dine m\u00e5lgruppelister\u00a0er begge relative. Ved hj\u00e6lp af dine egne data, skal du finde ud af, hvad den ideelle indstilling er for din retargeting-m\u00e5lgruppe. N\u00f8glen er ikke at v\u00e6re alt for restriktiv, men heller ikke at annoncere til hver enkelt person, der med sin lidt buttede finger klikkede p\u00e5 den forkerte annonce.<\/p>\n<p>Men, hvis du k\u00f8rer med manuel budgivning, s\u00e5 b\u00f8r du stadig opdele m\u00e5lgrupperne i forskellige varigheder for budgivningsform\u00e5l.<\/p>\n<h3 id=\"h.3rdcrjn\">Optimeret m\u00e5lretning: En fantastisk udvidelsesmulighed, eller?<\/h3>\n<p>Google anbefaler, at du har optimeret m\u00e5lretning aktiveret.<\/p>\n<p>Jeg er ikke uenig. Men jeg synes ikke, at du skal starte med det.<\/p>\n<p>Jeg kan godt lide at bruge f\u00f8lgende ramp-up periode:<\/p>\n<figure style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-2.jpg\" alt=\"Optimeret m\u00e5lretning inden for display annoncering\" width=\"1024\" height=\"541\" \/><\/figure>\n<ol start=\"1\">\n<li>Fokus p\u00e5 retargeting-m\u00e5lgrupper.<\/li>\n<li>Tilpas m\u00e5l\/bud og placeringer, og f\u00e5 det til at k\u00f8re stabilt.<\/li>\n<li>Udvid derefter med:\n<ol start=\"1\">\n<li>optimeret m\u00e5lretning eller<\/li>\n<li>in-market m\u00e5lgrupper.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p>Hvis du g\u00e5r direkte i gang med brugen af optimeret m\u00e5lretning, s\u00e5 tilsides\u00e6ttes det budget, der g\u00e5r til dine retargeting-m\u00e5lgrupper ofte, og disse kampagner vil i f\u00f8rste omgang ikke blive skudt i gang som almindelige display-kampagner. Du g\u00f8r det med retargeting som dit hovedform\u00e5l.<\/p>\n<p>Ved at aktivere optimeret m\u00e5lretning, g\u00e5r du fra en retargeting-kampagne til en mere generel display-kampagne. Det beh\u00f8ver ikke at v\u00e6re en d\u00e5rlig ting, men jeg anbefaler, at du i f\u00f8rste omgang holder fast i udelukkende retargeting.<\/p>\n<h2 id=\"h.26in1rg\">Budgivnings- og performance evaluering<\/h2>\n<p>Jeg finder det vanskeligt at evaluere ROAS fra en remarketing-kampagne. Jeg er enig i, at man altid skal have en eller anden form for pr\u00e6stationsm\u00e5l, men jeg kan ogs\u00e5 se v\u00e6rdien i at vise mine produkter regelm\u00e6ssigt til forbrugere, der har bes\u00f8gt min hjemmeside. Den gode gamle <a href=\"https:\/\/www.socialmediatoday.com\/content\/seven-touches-basic-marketing-principle-action\">seven touches<\/a>-teori om annoncering er endnu mere relevant i dag end nogensinde.<\/p>\n<p>Hvis du ikke er bekendt med konceptet, handler det om behovet for at vise dine annoncer\/budskab til en forbruger syv gange i gennemsnit, f\u00f8r de husker dig (eller foretager sig noget).<\/p>\n<p>I betragtning af dette, b\u00f8r du ikke forvente at generere et ROAS fra hvert retargeting-klik\/indtryk.<\/p>\n<p>Samtidig b\u00f8r du ikke ignorere det faktum, at du simpelthen f\u00e5r bedre performance ved at bruge Smart Bidding (ROAS eller CPA).<\/p>\n<p>Hvilket igen modsiger det faktum, at jeg grundl\u00e6ggende er imod at bruge enhver form for &#8220;maksimer klik&#8221;-budmetode, da det betyder, at du k\u00f8ber klik af laveste kvalitet. Bare fordi vi ikke \u00f8nsker at bruge ROAS som vores endelige m\u00e5ling af, om vores retargeting-kampagner er en god investering, betyder det ikke, at vi skal ignorere alle kvalitetsfaktorer overhovedet.<\/p>\n<p>S\u00e5 efter min mening, er Smart Bidding stadig vejen frem, n\u00e5r det kommer til budgivning og evaluering af resultater fra remarketing-kampagner.<\/p>\n<h3 id=\"h.lnxbz9\">Budgivning b\u00f8r v\u00e6re Smart Bidding<\/h3>\n<p>Men dit m\u00e5l beh\u00f8ver ikke at v\u00e6re et &#8220;breakeven&#8221; ROAS-m\u00e5l. Alt for mange annonc\u00f8rer fors\u00f8ger at beregne hver enkelt marketingkampagne ned til dens breakeven-punkt og lade det valgte ROAS-m\u00e5let blive bestemt af dette.<\/p>\n<p>Men det g\u00e5r imod selve pointen. Hvad hvis forbrugerne klikker p\u00e5 vores remarketing-annoncer, men ender med at konvertere efter at have klikket p\u00e5 en brand-annonce? S\u00e5 g\u00e5r meget mindre af v\u00e6rdien til vores retargeting-kampagner. Og det er ikke ligefrem fair.<\/p>\n<p>Jeg kan varmt anbefale <a href=\"https:\/\/savvyrevenue.com\/blog\/blended-roas\/\">vores artikel om blandet ROAS<\/a>\u00a0for en mere dybtg\u00e5ende diskussion af, hvordan du evaluerer effektiviteten af din marketingindsats &#8211; herunder retargeting.<\/p>\n<p>Kernen er, at du ikke b\u00f8r bruge dit breakeven-punkt til at bestemme dit ROAS-m\u00e5l.<\/p>\n<p>For retargeting kan det v\u00e6re et godt sted at starte, men hvis du har en lang forbrugerrejse, b\u00f8r du m\u00e5ske overveje reducere dit ROAS-m\u00e5l for retargeting for at maksimere din annonceeksponering for disse meget relevante forbrugere.<\/p>\n<p>Og omvendt, hvis du for eksempel er en stor elektronikforhandler, der s\u00e6lger ledninger, s\u00e5 er retargeting muligvis ikke noget, du v\u00e6rds\u00e6tter i mere end en dag eller deromkring. Men selv da b\u00f8r du s\u00f8rge for, at alting er pr\u00e6stationsdrevet.<\/p>\n<h3 id=\"h.35nkun2\">&#8220;Attribution-model&#8221;<\/h3>\n<p>Vi kan ikke diskutere performance uden at diskutere attribution-modeller. Bruger vi sidste klik? Datadrevet? Positionsbaseret?<\/p>\n<p>Uanset hvilken attribution-model du bruger, skal du indse, at den ikke viser tilskrivning n\u00f8jagtigt. Systemet viser kun, hvad det selv kan spore, og hvis du bruger en datadrevet model (som er standard i dag), ved du ikke, om det akkrediterer 90 % eller 10 % af v\u00e6rdien til en retargeting-kampagne.<\/p>\n<p>Det er et problem.<\/p>\n<p>Personligt kan jeg godt lide at oprette separate Google Ads-konti til brand-vilk\u00e5r og Display-retargeting.<\/p>\n<p>Indr\u00f8mmet, dette er mere tidskr\u00e6vende at s\u00e6tte op, og du kan ende med problemer med manglende data. Men efter min mening, s\u00e5 taber de fleste konti ikke det store ved i det mindste at flytte retargeting-kampagner til en separat konto.<\/p>\n<p>Ideen bag dette, er at maksimere dataene for enhver type ber\u00f8ringspunkt i forbrugerens rejse. Du tildeler derefter budgetter og ROAS-m\u00e5l baseret p\u00e5 disse data i stedet for at Google g\u00f8r det bag kulisserne.<\/p>\n<h2 id=\"h.1ksv4uv\">Performance Max vs. Enkeltst\u00e5ende retargeting kampagner<\/h2>\n<p>Mens <a href=\"https:\/\/savvyrevenue.com\/blog\/performance-max\/\">Performance Max<\/a>\u00a0marcherer frem mod alle eCommerce-konti, er det v\u00e6rd at diskutere, om du har brug for at k\u00f8re selvst\u00e6ndige retargeting-kampagner.<\/p>\n<p>Hele grunden til, at Performance Max blev oprettet var, at annonc\u00f8rer ikke skulle oprette individuelle kampagner for at ramme forskellige dele af Googles annoncebeholdning.<\/p>\n<p>Min overordnede opfattelse er, at hvis du k\u00f8rer Performance Max fuldt ud (med str\u00f8mlinede aktivgrupper, definerede aktiver, kontinuerlig optimering og m\u00e5lrettede m\u00e5lgrupper), burde der <strong>ikke<\/strong>\u00a0v\u00e6re meget behov for selvst\u00e6ndige display-kampagner.<\/p>\n<p>Hvis du ikke k\u00f8rer Performance Max, s\u00e5 b\u00f8r du absolut bruge kampagnestrukturen beskrevet i denne artikel.<\/p>\n<p>Argumentet for at k\u00f8re individuelle retargeting-kampagner i Display, mens du k\u00f8rer Performance Max, er det samme som altid: Du ved ikke, hvad der foreg\u00e5r i Performance Max.<\/p>\n<p>Er 2 % eller 20 % af dit forbrug retargeting-fokuseret?<\/p>\n<p>Vi taler ofte om dette som Performance Max <strong>over<\/strong>forbrug p\u00e5 retargeting-m\u00e5lgrupper, men det modsatte kan let v\u00e6re tilf\u00e6ldet. Hvis du ikke ved det, s\u00e5 ved du det ikke.<\/p>\n<p>At k\u00f8re selvst\u00e6ndige retargeting-kampagner i Display kan v\u00e6re en form for sikkerhedsnet for at sikre sig, at Performance Max ikke g\u00e5r glip af nogen muligheder.<\/p>\n<h2 id=\"h.44sinio\">Konklusion<\/h2>\n<p>For at opsummere, s\u00e5 mener jeg, at oprettelse af retargeting kampagner til Display er et must for de fleste eCommerce-virksomheder, men tag det med et gran salt, hvis du er en stor eCommerce-virksomhed inden for detail.<\/p>\n<p>Der er ingen grund til ikke i det mindste at oprette Discovery-annoncer til retargeting, ogs\u00e5 hvis det bare er for at f\u00e5 adgang til at annoncere i folks Gmail-indbakker.<\/p>\n<p>Ikke mange andre annoncer vises der, og ved at g\u00f8re det grundl\u00e6ggende rigtigt, kan du i h\u00f8j grad skille dig ud.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Opsummering M\u00e5lgrupper\u00a0kan v\u00e6re enklere i dag end de plejede at v\u00e6re grundet Smart Bidding. Feed-baserede annoncer\u00a0er lettere at oprette i stor skala, men kan v\u00e6re mindre effektive for D2C eCommerce. Discovery Ads med feeds\u00a0er et must for virksomheder inden for eCommerce. Brug af livsstilsbilleder\u00a0og korte titler med Discovery Ads er et must. Retargeting-kampagner giver stadig [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4141,"comment_status":"open","ping_status":"open","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":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","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],"tags":[54],"class_list":["post-4132","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opbygning-af-konto","tag-display-ads"],"acf":{"posts_intro_text":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - 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