{"id":4203,"date":"2018-08-16T10:52:41","date_gmt":"2018-08-16T08:52:41","guid":{"rendered":"https:\/\/savvyrevenue.com\/succes-med-dit-adwords-bureau\/"},"modified":"2024-05-29T13:11:53","modified_gmt":"2024-05-29T11:11:53","slug":"succes-med-dit-adwords-bureau","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/succes-med-dit-adwords-bureau\/","title":{"rendered":"7 kendetegn fra succesfulde webshops, der skaber Google Ads succes"},"content":{"rendered":"<p>Siden jeg startede SavvyRevenue, har vi arbejdet sammen med 19 forskellige annonc\u00f8rer fast og r\u00e5dgivet endnu flere. De er alle webshops, og de har alle succesfulde forretninger den dag i dag. P\u00e5 papiret virker de meget ens, specielt hvis du ville se p\u00e5 dem i ethvert andet bureau.<\/p>\n<p>Men fordi at <strong>dette er den <\/strong><strong>eneste<\/strong><strong>\u00a0type kunder, <\/strong>vi arbejder med, s\u00e5 har vi fundet de f\u00e6llestr\u00e6k, der g\u00f8r nogle af vores kunder mere succesfulde end andre, n\u00e5r det kommer til deres Google Ads-annoncering.<\/p>\n<p>St\u00e6rkt inspireret af et <u><a href=\"https:\/\/2bobs.com\/podcast\/reviewing-the-surveillance-footage\" target=\"_blank\" rel=\"noopener noreferrer\">nyligt podcast af 2Bobs.com<\/a><\/u>\u00a0har jeg samlet de m\u00f8nstre, som vi ser igen og igen ved vores mest succesfulde klienter. Mit h\u00e5b er, at de kendetegn, vi ser, vil give dig en smule indsigt i, hvordan du selv kan blive mere succesfuld inden for Google Ads.<\/p>\n<h2>De har konkurrencedygtige priser<\/h2>\n<p>Det at v\u00e6re konkurrencedygtig p\u00e5 priserne har v\u00e6ret p\u00e5 vores interne liste over ting, der skal arbejdes med dette \u00e5r. Vi har k\u00f8rt nogle tests med et par annonc\u00f8rer, og fordelene ved at v\u00e6re bevidst\u00a0om, hvordan dine n\u00f8gleprodukter er prissat sammenlignet med resten af markedet har resulteret i markante for\u00f8gelser i performance.<\/p>\n<p>Vi har identificeret de tre stadier af\u00a0prisoverv\u00e5gning\u00a0med vores kunder:<\/p>\n<ol>\n<li>Awareness<\/li>\n<li>Action p\u00e5 awareness<\/li>\n<li>Pris\u00e6ndringer<\/li>\n<\/ol>\n<p><strong>Det f\u00f8rste stadie er simpelthen at v\u00e6re klar over<\/strong>, hvordan dine produkter er prissat i markedet. Dette kan ofte generere nogle indsigter, der g\u00f8r dig i stand til at spotte, n\u00e5r dine priser for et specifikt brand er signifikant h\u00f8jere end dine konkurrenters.<\/p>\n<p>P\u00e5 dette stadie er alle \u00e6ndringer manuelle.<\/p>\n<p><strong>Det andet stadie er, n\u00e5r du tager action. <\/strong>Du har endnu ikke udarbejdet en prispolitik\u00a0for,\u00a0hvorn\u00e5r og hvordan du \u00e6ndrer priserne baseret p\u00e5 markedspriserne. Men du samler al informationen til dit\u00a0PPC-team, s\u00e5 de kan tage action p\u00e5 det.<\/p>\n<p>Et par basale ting, dit PPC-team kan g\u00f8re med denne info, er:<\/p>\n<ul>\n<li>\u00d8g impression share (exposure) ved kategorier, hvor du har de bedste priser<\/li>\n<li>S\u00e6nk impression share, n\u00e5r du har de d\u00e5rligste priser<\/li>\n<li>Strukturer dine Google Shopping kampagner baseret p\u00e5 priser.<\/li>\n<\/ul>\n<p>Sammen vil disse strategier hj\u00e6lpe dig med at maksimere dit potentiale. Et godt eksempel p\u00e5 dette er f\u00f8lgende:<\/p>\n<p><img decoding=\"async\" class=\"wp-image-1470\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/pasted-image-0-9.png\" alt=\"pasted image 0\" \/><\/p>\n<p>Jeg har fulgt priserne p\u00e5 Dell XPS 15 de sidste par uger, fordi vi i skrivende stund er ved at ans\u00e6tte vores n\u00e6ste Senior PPC Manager.<\/p>\n<p>F\u00f8niks Computer havde k\u00f8rt en 10 % rabat p\u00e5 computeren, s\u00e5 deres pris var den laveste i de sidste par uger.<\/p>\n<p>Dette har h\u00f8jest sandsynligt drevet en h\u00f8jere performance, hvilket har gjort deres PPC-team i stand til at \u00f8ge deres bud.<\/p>\n<p>Dog, da deres tilbud sluttede og bilka.dk s\u00e6nkede deres pris p\u00e5 den samme model, s\u00e5 var F\u00f8niks Computer faktisk dyrere, <strong>men grundet deres historiske data <\/strong>s\u00e5 byder de stadig, som havde de det bedste tilbud.<\/p>\n<p>Jeg vil v\u00e6dde med, at inden for 7-10 dage vil F\u00f8niks Computer spotte den d\u00e5rligere performance, som kommer fra at have en h\u00f8jere pris, og s\u00e6nke deres bud p\u00e5 Dell XPS 15. Hvor mange penge tror du, at de har spildt i denne periode?<\/p>\n<p>Dette scenarie er et glimrende eksempel p\u00e5, hvor afg\u00f8rende det er at vide, hvor konkurrencedygtige ens priser er. Havde F\u00f8niks Computer haft denne information, kunne de nu have s\u00e6nket deres bud for dette produkt tidligere og sparet dem selv for at vente p\u00e5, at tallene kom ind.<\/p>\n<p>Egenskaben til at g\u00e5 hele vejen forbi dine konkurrenter er i det <strong>tredje stadie, hvor du <\/strong><strong>indarbejder<\/strong><strong>\u00a0pris\u00e6ndringer og handlinger<\/strong>. Ikke alene vil du v\u00e6re i stand til p\u00e5 forh\u00e5nd at s\u00e6tte dine bud baseret p\u00e5 konkurrencen p\u00e5 markedet, men du vil ogs\u00e5 v\u00e6re i stand til at skabe egne scenarier, hvor du har bedre priser og <strong>kan for\u00f8ge din <\/strong><strong>impression share<\/strong><strong>.<\/strong><\/p>\n<p>Dette kan v\u00e6re ekstremt effektivt, og vi arbejder p\u00e5 at g\u00f8re det til en hj\u00f8rnesten\u00a0i alle vores PPC-aftaler.<\/p>\n<h2>Konstant forbedring af produktkatalog<\/h2>\n<p>En stor del af at forbedre sine Google Ad-kampagner (dette er forresten f\u00f8rste gang, jeg bruger det\u00a0nye term) kommer fra konstant at forbedre sit\u00a0produktkatalog.<\/p>\n<p>Det sikrer ikke bare, at du holder dig foran dine konkurrenter, men det giver ogs\u00e5 dit PPC-team mere \u201cjuice\u201d at arbejde med.<\/p>\n<p>Lad os se p\u00e5 eksemplet med s\u00f8geordet <em>Nike Running Shoes<\/em><\/p>\n<p>Folk, der s\u00f8ger p\u00e5 <em>Nike Running Shoes<\/em>, og som rent faktisk klikker p\u00e5 dine annoncer, forventer at du har de nyeste modeller fra Nike. Hvis du kun har \u00e6ldre modeller, er du n\u00f8dt til at opgive annoncering p\u00e5 de generiske termer og <strong>holde dig til de specifikke termer<\/strong>, som d\u00e6kker det produkt, du har p\u00e5 lager.<\/p>\n<p>Det vil desv\u00e6rre\u00a0<strong>kraftigt h\u00e6mme dine v\u00e6kstmuligheder<\/strong>.<\/p>\n<p>PPC, og al annoncering generelt, er afh\u00e6ngigt af at have de rette produkter at g\u00f8re reklame for. De annonc\u00f8rer, som v\u00e6kster allermest, er alle annonc\u00f8rer, der har v\u00e6ret p\u00e5 forkant med de nyeste produkter, brands og kategorier i deres shop. I hvert fald af dem vi har set.<\/p>\n<h2>De t\u00e6nker usability\u00a0frem for alt<\/h2>\n<p>De absolut bedste annonc\u00f8rer anerkender, at al deres marketing\u00a0performance\u00a0er overskygget af \u00e9n ting: Deres konverteringsrater og livstidv\u00e6rdi.<\/p>\n<p>Derfor er de mest succesfulde\u00a0annonc\u00f8rer\u00a0ogs\u00e5\u00a0proaktive ved at investere en del af deres marketing budget i at forbedre hjemmesiden, s\u00e5 den bliver mere brugervenlig.<\/p>\n<p>Det giver en r\u00e6kke fordele til os som deres Google Ads-bureau. Deres titler bliver bedre, deres beskrivelser bliver bedre, og deres indhold p\u00e5 siden bliver helt generelt bare bedre.<\/p>\n<p>De integrerer kundeanmeldelser, som udover at blive brugt som ratings for kunderne ogs\u00e5 fort\u00e6ller om, hvilke produkter der er vigtige at have fokus p\u00e5 i Google Shopping Ads:<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-1469\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Screen-Shot-2018-07-24-at-12.11.54-PM.png\" alt=\"succes med Google ads succesfulde webshops brugervenlighed\" width=\"686\" height=\"304\" \/><\/p>\n<p>Alt i alt bliver deres indhold\u00a0meget\u00a0bedre, og det betyder\u00a0ogs\u00e5, at det er nemmere for os at k\u00f8re DSA-kampagner, hvilket g\u00f8r os i stand til at udvide vores eksisterende kampagner med nye s\u00f8geord.<\/p>\n<h2>De arbejder sammen med deres bureau<\/h2>\n<p>Et andet vigtigt tr\u00e6k er, at alle vores kunder\u00a0har <strong>dybdeg\u00e5ende m\u00f8der med os hvert kvartal<\/strong>. Vi snakker om deres performance og vores planer for det n\u00e6ste kvartal, men vi s\u00e6tter ogs\u00e5 tid til side til at snakke om alt det nye, der sker i deres forretning.<\/p>\n<p>N\u00f8glen her er at <strong>f\u00e5<\/strong>\u00a0<strong>annonc\u00f8ren til at tale om alt, de g\u00e5r og t\u00e6nker p\u00e5 i forhold til forretningen<\/strong>. F\u00e5 dem til at spille med \u00e5bne kort. Jo mere information vi har om\u00a0vores kunder, jo mere effektive kan vi v\u00e6re. Det er derfor, at kommunikation er s\u00e5 afg\u00f8rende for succes.<\/p>\n<p>Under et m\u00f8de, som vi har haft med en kunde, snakkede vi meget om netop disse ting, og efter lidt samtale frem og tilbage kom vi frem til, at der var et behov for at splitte deres konto op i to niveauer:<\/p>\n<p>\u00c9n konto til normalt prissatte enheder og en anden konto til deres lidt dyrere produkter. K\u00f8bsrejsen til de dyrere produkter\u00a0var l\u00e6ngere for slutforbrugeren, hvilket bet\u00f8d, at vores algoritme til budh\u00e5ndtering ikke var s\u00e5 effektiv, som den kunne v\u00e6re.<\/p>\n<p>Det er bare et lille eksempel p\u00e5, hvordan itales\u00e6ttelse af nye emner\u00a0og udfordringer\u00a0med ens PPC-bureau kan <strong>hj\u00e6lpe dem med at f\u00e5 en bedre forst\u00e5else af alt<\/strong>, hvad der foreg\u00e5r i forretningen og derved blive mere effektive.<\/p>\n<h2>De lader deres bureau g\u00f8re, hvad de g\u00f8r bedst<\/h2>\n<p>De bedste kundeforhold for os er dem, hvor kunderne ikke \u00f8nsker at v\u00e6re involveret i vores arbejde <strong>hver dag<\/strong>.<\/p>\n<p>Vores aftaler med vores kunder\u00a0har et naturligt flow:<\/p>\n<p>N\u00e5r vi starter, baserer vi vores v\u00e6rdi p\u00e5 det, som vi giver til kampagnen, vi laver til dem. Her g\u00f8r vi meget for at kommunikere tydeligt og dybdeg\u00e5ende. Det skaber et st\u00e6rkt forhold med kunden, og vi f\u00e5r den n\u00f8dvendige information, som vi skal bruge for at bygge en succesfuld annoncering.<\/p>\n<p>Hvis, mod forventning, at performancen dropper ned under, hvad der er acceptabelt, <strong>\u00f8ger vi kommunikationsniveauet<\/strong>\u00a0igen for at sikre, at alle er med de p\u00e5 tiltag, som vi vil g\u00f8re brug af for at forbedre performance igen.<\/p>\n<p>Dette flow g\u00f8r, at b\u00e5de os og vores kunde\u00a0f\u00e5r det, vi har brug for, for at forbedre p\u00e5 hver sin front. Vi f\u00e5r rum til at arbejde, n\u00e5r vi har brug for det, og vi g\u00e5r i dybden med vores kunder, n\u00e5r der er brug for det &#8211; alt sammen baseret p\u00e5, hvordan der performes.<\/p>\n<p>Det betyder naturligvis ikke, at vi ikke kommunikerer, n\u00e5r performancen er god. Det betyder bare, at vi <strong>kommunikerer mindre end i begyndelsen af forholdet<\/strong>. N\u00e5r vi l\u00e6rer hinanden at kende og forst\u00e5r, hvordan hinandens forretninger virker, er der ikke samme behov for kommunikation, og vi kan fokusere mere p\u00e5 detaljerne p\u00e5 kontoen.<\/p>\n<h2>De er tekniske anlagte og kan fikse ting hurtigt<\/h2>\n<p>Nogle af vores absolut bedste kunder\u00a0har tekniske afdelinger eller programm\u00f8rer in-house, som kan skabe l\u00f8sninger, der hj\u00e6lper os til at arbejde hurtigere.<\/p>\n<p>Uanset om det er recurring\u00a0eksport\u00a0af nye brands\/kategorier, prisdata eller custom\u00a0data feeds, er det en stor fordel at v\u00e6re i stand til rent faktisk at f\u00e5 dataene.<\/p>\n<p>S\u00e6rligt n\u00e5r vi arbejder med st\u00f8rre og st\u00f8rre annonc\u00f8rer, bliver det mere n\u00f8dvendigt med automatiske l\u00f8sninger, der ikke er afh\u00e6ngige af manuelt arbejde. Det handler ikke om, hvad der er nemmest for os, men simpelthen om, hvad der er mest effektivt for alle parter.<\/p>\n<p>Udfordringen med automatiske setups er, at kvaliteten af dataen, som vi arbejder med, <strong>varierer meget fra gang til gang<\/strong>. Det er sv\u00e6rt at finde en l\u00f8sning, som vi ikke skal bygge fra bunden af, hver gang vi f\u00e5r en ny kunde.<\/p>\n<p>N\u00e5r vores kunde har et teknisk team in-house, kan vi lave dataeksporter, som g\u00e5r 100 % i sp\u00e6nd med vores automatiske setups, s\u00e5 vi kan fokusere p\u00e5 markedsf\u00f8ring i stedet for teknikaliteter.<\/p>\n<h2>De er \u00e5bne og \u00e6rlige<\/h2>\n<p>Dette er afg\u00f8rende for forretninger og for ethvert godt samarbejde. Hvis noget ikke virker, forventer vi, at vores klienter er \u00e5bne omkring, hvad de mener kan forbedres og giver os en mulighed for at forbedre det.<\/p>\n<p>Vi tror p\u00e5, at de fleste problemer kan fikses, hvis kortene l\u00e6gges p\u00e5 bordet. Nogle gange kan de ikke fikses &#8211; og det er ogs\u00e5 okay. Det er meget bedre at indse, at noget ikke kan forbedres end at vente passivt p\u00e5, at noget, der ikke kan fikses, bliver fikset.<\/p>\n<p>Et eksempel kan v\u00e6re performance m\u00e5let. Hvis du har et tal i hovedet, som du h\u00e5ber, bureauet kan opn\u00e5, kan vi v\u00e6re n\u00f8dsaget til at fort\u00e6lle dig, at det ikke er muligt baseret p\u00e5 din forretning, markedet, priser eller noget fjerde. Det er bedst at v\u00e6re \u00e5ben og \u00e6rlig fra starten i stedet for at spilde alles tid.<\/p>\n<p>Som min CFO hos White Shark Media, der er en stor gut fra Texas, engang sagde til mig ved et af vores f\u00f8rste m\u00f8der: When you assume things, then you make an <strong>ass<\/strong>\u00a0out of <strong>u<\/strong>\u00a0and <strong>me<\/strong>.<\/p>\n<p>I stedet for at antage foretr\u00e6kker vi at kommunikere \u00e5bent og fasts\u00e6tte forventninger ud fra det. Vi kan v\u00e6re mere effektive, og vi spilder ingens tid.<\/p>\n<h2>Konklusion<\/h2>\n<p>St\u00f8rstedelen af annonc\u00f8rer, som vi arbejder med, befinder sig i en afgr\u00e6nset niche. Det er der en grund til. Vi har taget beslutningen ikke at arbejde med bestemte <u><a href=\"https:\/\/savvyrevenue.com\/about\/ideal-fit\/\" target=\"_blank\" rel=\"noopener noreferrer\">typer af <\/a><\/u><u><a href=\"https:\/\/savvyrevenue.com\/about\/ideal-fit\/\" target=\"_blank\" rel=\"noopener noreferrer\">kunder<\/a><\/u>. Hvorfor?<\/p>\n<p>Fordi vi gerne vil give v\u00e6rdi ud fra, hvad vi er gode til. Vi arbejder kun med dem, hvor vi 100 % kan bruge vores kompetencer i stedet for kun 75 &#8211; 80 %.<\/p>\n<p>M\u00f8nstrene, jeg har fremlagt ovenover, har en tendens til at have en sammenh\u00e6ng med succes i ecommerce rum. Hvis du vil h\u00f8re n\u00e6rmere om, hvordan (og om) vi kan hj\u00e6lpe dig med din ecommerce m\u00e5ls\u00e6tning,\u00a0s\u00e5\u00a0<u><a href=\"https:\/\/savvyrevenue.com\/dk\/ydelser\/adwords-optimering\/\" target=\"_blank\" rel=\"noopener noreferrer\">kontakt os <\/a><\/u><u><a href=\"https:\/\/savvyrevenue.com\/dk\/ydelser\/adwords-optimering\/\" target=\"_blank\" rel=\"noopener noreferrer\">for en indledende dialog.<\/a><\/u><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Siden jeg startede SavvyRevenue, har vi arbejdet sammen med 19 forskellige annonc\u00f8rer fast og r\u00e5dgivet endnu flere. De er alle webshops, og de har alle succesfulde forretninger den dag i dag. P\u00e5 papiret virker de meget ens, specielt hvis du ville se p\u00e5 dem i ethvert andet bureau. Men fordi at dette er den eneste\u00a0type [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4207,"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":[23],"tags":[55],"class_list":["post-4203","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategi","tag-google-ads"],"acf":{"posts_intro_text":""},"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>7 kendetegn fra succesfulde webshops, der skaber Google Ads succes<\/title>\n<meta name=\"description\" content=\"Vil du gerne opn\u00e5 succes med Google Ads? Her er 7 kendetegn p\u00e5 en succesfuld webshop, som kan hj\u00e6lpe dig med at performe bedre i Google Ads.\" \/>\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\/succes-med-dit-adwords-bureau\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 kendetegn fra succesfulde webshops, der skaber Google Ads succes\" \/>\n<meta property=\"og:description\" content=\"Vil du gerne opn\u00e5 succes med Google Ads? 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