{"id":4384,"date":"2022-08-30T07:10:21","date_gmt":"2022-08-30T05:10:21","guid":{"rendered":"https:\/\/savvyrevenue.com\/profitsporing\/"},"modified":"2024-08-30T10:21:42","modified_gmt":"2024-08-30T08:21:42","slug":"profitsporing","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/profitsporing\/","title":{"rendered":"POAS vs. ROAS: Hvorn\u00e5r og hvordan du implementerer profitsporing i Google Ads"},"content":{"rendered":"<p><strong>Resume:<\/strong><\/p>\n<ul>\n<li>POAS (profitsporing) fra hver transaktion giver dig mulighed for at indstille mere n\u00f8jagtige bud<\/li>\n<li>Fasts\u00e6ttelse af ROAS-m\u00e5l baseret p\u00e5 et gennemsnit af din margin per produkt efterlader penge p\u00e5 bordet<\/li>\n<li>Profitsporing (POAS) er den naturlige progression af oms\u00e6tnings- og ROAS-tracking<\/li>\n<li>S\u00e5 meget som <strong>60% af de k\u00f8bte produkter er ikke lig med, hvad folk klikkede p\u00e5 i Google Shopping, hvilket g\u00f8r margin-labels ubrugelige<\/strong><\/li>\n<li>N\u00e5r du sporer profit fremfor oms\u00e6tning, slipper du for den evige g\u00e6tteleg om, hvorvidt X er en god ROAS, eller om du kan \u00f8ge indtjeningen ved at s\u00e6nke ROAS &#8211; eller om du kan \u00f8ge fortjenesten ved at s\u00e6nke oms\u00e6tningen og \u00f8ge ROAS<\/li>\n<\/ul>\n<h2 id=\"h.gjdgxs\">Intro<\/h2>\n<p>Tilbage i starten af 2020 skrev jeg f\u00f8rst denne artikel, og der forudsagde jeg, at tracking af oms\u00e6tning i stedet for profit ville blive anset for vildt utilstr\u00e6kkelig. Den forudsigelse holdt ikke helt stik, men den dag i dag er det ikke us\u00e6dvanligt at \u00e5bne Google Ads-konti med profitsporing (POAS).<\/p>\n<p>Jeg er stadig overbevist om, at der er cases, hvor <strong>profitsporing er n\u00f8dvendigt for at skalere ud over det umiddelbare plateau <\/strong>&#8211; men ikke fordi at det viser dig, hvorvidt du laver profit p\u00e5 din annoncering.\u00a0Hvis der er noget, der har \u00e6ndret sig mht. tracking siden 2020, er det, at langt de fleste er blevet bevidste om, hvor fejlagtigt det meste tracking er.<\/p>\n<p>En af disse fejl er misforst\u00e5elsen om, at brugerne k\u00f8ber de samme produkter, som de klikker p\u00e5 i Google Shopping. Op mod 60% af brugerne k\u00f8ber et andet produkt end det, de klikker p\u00e5. Og vores egne unders\u00f8gelser viser, at op mod 40% af brugerne k\u00f8ber fra en helt anden kategori.<\/p>\n<p>Det er ret vildt, hvis du sp\u00f8rger mig. Og det fjerner ogs\u00e5 enhver id\u00e9 om, at man kan bruge marginer eller gennemsnitlige ROAS-m\u00e5l til at k\u00f8re en konto.<\/p>\n<p>Dette og meget mere vil vi unders\u00f8ge i dagens artikel.<\/p>\n<h4 id=\"h.30j0zll\">V\u00e6rd at vide, hvis du er ny til profitsporing<\/h4>\n<p>N\u00e5r jeg refererer til profitsporing, foresl\u00e5r jeg ikke, at du f\u00e5r en rapport om, hvor meget hver kampagne eller markedsf\u00f8ringskanal har bidraget til bundlinjen.<\/p>\n<p>Hvad jeg mener er, at du sporer overskuddet fra hver transaktion, og det er den v\u00e6rdi, du sender til Google Ads, Facebook Ads, Google Analytics osv. Ikke oms\u00e6tningen.<\/p>\n<p>Sporing af din profit giver dig mulighed for at byde det n\u00f8jagtige bel\u00f8b, du har r\u00e5d til, s\u00e5 du kan maksimere fortjenesten i realtid i stedet for at k\u00f8re med en standard Return on Ad Spend (ROAS)-metric.<\/p>\n<h4 id=\"h.1fob9te\">Et par nye udtryk<\/h4>\n<p>Eftersom dette er et temmelig nyt felt for de fleste mennesker, vil jeg gerne forklare nogle af de begreber, vi vil bruge i dette indl\u00e6g:<\/p>\n<p><strong>Profit: <\/strong>Det er den profit, der er p\u00e5 hver enkelt transaktion. Den beregnes ved hj\u00e6lp af rabatter, omkostninger til solgte varer, forsendelse, skatter, transaktionsgebyrer osv., men omfatter ikke faste omkostninger, lageromkostninger eller omkostningerne ved annonceforbruget (selv om det kunne).<\/p>\n<p><strong>Profit On Ad Spend (POAS): <\/strong>Ligner ROAS, men i stedet for indt\u00e6gter, bruger vi profit.<\/p>\n<h2>Savvy tip<\/h2>\n<p>I videoen herunder giver jeg en hurtig forklaring p\u00e5 hvorfor jeg mener at profitsporing er den ultimative snydekode for webshops, plus et par tips<\/p>\n<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe title=\"PROFITSPORING VS. ROAS: Bed\u00f8m din Google Ads performance korrekt\" width=\"500\" height=\"281\" data-category-consent=\"cookie_cat_marketing\" src=\"about:blank\" data-consent-src=\"https:\/\/www.youtube-nocookie.com\/embed\/AiJhpjCSbxk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<h2 id=\"h.3znysh7\">Hvorfor POAS sl\u00e5r sporing af\u00a0 oms\u00e6tning<\/h2>\n<p>Den mest almindelige m\u00e5de at fasts\u00e6tte et ROAS-m\u00e5l p\u00e5 er ved hj\u00e6lp af f\u00f8lgende metode:<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Why-tracking-profit-is-better-than-tracking-revenue.jpg\" alt=\"Hvorfor det er bedre at spore POAS i stedet for ROAS.\" width=\"1024\" height=\"544\" \/><\/p>\n<ul>\n<li>H\u00e6ve\/s\u00e6nkeborde: <strong>Lav margin<\/strong>, s\u00e5 den optimale ROAS er <strong>500%<\/strong><\/li>\n<li>Kontorstole: <strong>H\u00f8j margin<\/strong>, s\u00e5 den optimale ROAS er <strong>250%<\/strong><\/li>\n<\/ul>\n<p>Lad os s\u00e6tte m\u00e5let til et gennemsnit p\u00e5 375% ROAS og se, hvordan det g\u00e5r.<\/p>\n<p>Ja,<strong>\u00a0jeg forenkler og overdriver nok en smule,<\/strong>\u00a0men b\u00e6r over med mig.<\/p>\n<p>I sidste ende betyder det at ved at k\u00f8re med en 375% ROAS, efterlader du potentielt penge p\u00e5 bordet, da du <strong>ikke markedsf\u00f8rer lige s\u00e5 h\u00e5rdt p\u00e5 kontorstole<\/strong>, som du kunne g\u00f8re.<\/p>\n<p>Og du risikerer at<strong>\u00a0tabe penge p\u00e5 at s\u00e6lge h\u00e6ve\/s\u00e6nkeborde.<\/strong><\/p>\n<p>Men det g\u00e5r op i sidste ende, right?<\/p>\n<p>Og det er netop problemet. Det g\u00e5r ikke altid lige op. Og det burde det heller ikke. Hvis du har mulighed for at g\u00f8re noget smartere. G\u00f8r det.<\/p>\n<h2 id=\"h.2et92p0\">Margin Custom labels fungerer ikke godt nok<\/h2>\n<p>En l\u00f8sning, der har f\u00e5et en masse medvind i Google Shopping de sidste par \u00e5r, er at <strong>bruge marginer i en custom-label.<\/strong>\u00a0Dette giver dig mulighed for at s\u00e6tte lavere ROAS-m\u00e5l for produkter med en h\u00f8j margin og omvendt.<\/p>\n<p>Udfordringen med marginer er, at de kun fort\u00e6ller dig margenen af det produkt, som brugerne klikker p\u00e5 i Google Shopping, <strong>ikke hvad de endte med at k\u00f8be.<\/strong><\/p>\n<blockquote><p>Bureauerne giver d\u00e5rlige r\u00e5d, og de fleste annonc\u00f8rer forst\u00e5r ikke denne dynamik godt nok til at sige fra.<\/p><\/blockquote>\n<p>Overraskende <strong>mange brugere ikke k\u00f8ber det produkt, de klikkede p\u00e5 i Google Shopping.<\/strong>\u00a0I vores unders\u00f8gelser er det helt op til 60%.<\/p>\n<p>Et andet scenarie er, n\u00e5r brugerne k\u00f8ber flere produkter med forskellige margener i en enkelt transaktion. Dine margin-data kan ikke spore dette, og dit bud er derfor ikke korrekt.<\/p>\n<p>Dette bliver et st\u00f8rre problem, jo flere produkter du har.<\/p>\n<p>Her er et eksempel:<\/p>\n<p>Det annoncerede produkt er et smartwatch til b\u00f8rn i bl\u00e5.<\/p>\n<p>Klik p\u00e5 produktet i Google Shopping har produceret 91 transaktioner med 101 produkter. Allerede der kan vi se, at 10% af transaktionerne omfatter mere end \u00e9t produkt.<\/p>\n<p>N\u00e5r vi ser p\u00e5 de solgte produkter, f\u00e5r vi:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Customers-dont-always-buy-the-product-they-click-on.jpg\" alt=\"Mange brugere k\u00f8ber ikke det samme produkt, de klikker p\u00e5 i Google Shopping og det kan skabe et misvisende billede ROAS.\" width=\"1024\" height=\"480\" \/><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Breakdown-of-which-products-people-buy.jpg\" alt=\"Hvorfor Margin Custom labels ikke fungerer godt nok til at spore profit.\" width=\"1024\" height=\"400\" \/><\/p>\n<p>Ud af 91 transaktioner, der kom efter at have klikket p\u00e5 bl\u00e5t smartwatch til b\u00f8rn, k\u00f8bte kun 45% det faktiske produkt:<\/p>\n<ul>\n<li>45% k\u00f8bte det faktiske produkt<\/li>\n<li>13% k\u00f8bte uret i en anden farve<\/li>\n<li>11% k\u00f8bte et lignende produkt<\/li>\n<li>30% k\u00f8bte fra en anden kategori<\/li>\n<\/ul>\n<p>Produkterne fra forskellige kategorier varierede meget:<\/p>\n<p>Alt lige fra <strong>wi-fi-kameraer<\/strong>\u00a0til <strong>USB-opladere<\/strong>\u00a0til en <strong>DAB+ boombox.<\/strong>\u00a0Yep. Der er nogen, der har ledt efter et smartwatch til b\u00f8rn og endt med at k\u00f8be en boombox.<\/p>\n<p>Det var blot \u00e9t eksempel fra<strong>\u00a0et SKU <\/strong>i en shop med<strong>\u00a0+20.000 SKU\u2019er <\/strong>over en 14 dages periode. Forestil dig det her over et \u00e5r for alle produkter?<\/p>\n<h3 id=\"h.tyjcwt\">Find dine egne data<\/h3>\n<p>Det kan du blive klogere p\u00e5 ved at tjekke Google Analytics&#8217; product performance-rapport vs. Google Ads-rapporten. Sammenlign SKU-nummeret med vare-id&#8217;et i Google Shopping, og du b\u00f8r f\u00e5 en id\u00e9 om, hvor mange salg der genereres direkte fra Google Shopping for et produkt, n\u00e5r det er klikket p\u00e5.<\/p>\n<p>Opret et segment, der kun viser klik fra et af dine top-10 produkter i Google Shopping:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/image2-3.png\" alt=\"Opret et segment til profitsporing\" width=\"874\" height=\"583\" \/><\/p>\n<p>I det andet trin i<strong>nds\u00e6tter du produkt-id&#8217;et fra Google Shopping.<\/strong>\u00a0Jeg ved, at der st\u00e5r s\u00f8geord, men det er s\u00e5dan, Google Analytics kategoriserer produktgrupper i Google Shopping.<\/p>\n<p>N\u00e5r alt kommer til alt, er det <strong>bedre at anvende dine margener i en custom_label end ikke at g\u00f8re noget<\/strong>. Men n\u00e5r du har mulighed for at spore profit direkte, s\u00e5 er det helt klart den foretrukne metode, som det er p\u00e5vist af den mangelfulde antagelse, at brugerne k\u00f8ber, hvad de klikker.<\/p>\n<h2 id=\"h.3dy6vkm\">S\u00e5dan fungerer POAS i praksis<\/h2>\n<p>Vores foretrukne partner er <a href=\"https:\/\/profitmetrics.io\/\">ProfitMetrics.io.<\/a><\/p>\n<p>Kort sagt fungerer det ved at lave en profitberegning for hver transaktion. I stedet for at sende den fulde konverteringsv\u00e6rdi (oms\u00e6tning) til Google Ads (eller Analytics eller Facebook Ads), tr\u00e6der ProfitMetrics ind som mellemmanden, der kun sender profitv\u00e6rdien til Google Ads.<\/p>\n<p>For at g\u00f8re dette skal du inkludere omkostningerne ved varer, der s\u00e6lges i dit feed, til ProfitMetrics. Bortset fra det er ops\u00e6tningen ret simpel, og ProfitMetrics vil g\u00f8re resten for dig, n\u00e5r du har omkostningen p\u00e5 de solgte varer.<\/p>\n<p>Med ProfitMetrics f\u00e5r du ogs\u00e5 fuld server-side tracking, forbedret konverterings-set up og import af offline-konvertering. \u00c6rligt, for nogle af vores annonc\u00f8rer, der ikke har en dedikeret tracking-team, anbefaler vi dem at f\u00e5 ProfitMetrics bare for at f\u00e5 bedre tracking i f\u00f8rste omgang.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/image8-1.png\" alt=\"S\u00e5dan fungerer profitsporing i praksis med Profitmetrics\" width=\"1600\" height=\"1036\" \/><\/p>\n<p>Kredit: <a href=\"https:\/\/profitmetrics.io\/\">ProfitMetrics.io<\/a><\/p>\n<p>Dette er ikke en mindre \u201cadd on\u201d, da det l\u00f8ser en masse af de tracking-problemer, de fleste annonc\u00f8rer oplever uden ekstra omkostninger.<\/p>\n<h2 id=\"h.1t3h5sf\">POAS case: 11% stigning i oms\u00e6tning, 84% stigning i overskud. What?!<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-3.jpg\" alt=\"Case: 11% stigning i oms\u00e6tning, 84% stigning i overskud efter implementering af POAS.\" width=\"1024\" height=\"301\" \/><\/p>\n<p>P\u00e5 en case, som vi har arbejdet med i lang tid, blev vi enige om at pr\u00f8ve at skubbe p\u00e5 for at f\u00e5 et h\u00f8jere profitniveau. Vi var allerede tilfredse med den forbedring, der er sket i l\u00f8bet af vores samarbejde, men sp\u00f8rgsm\u00e5let var stadig:<\/p>\n<blockquote><p>Hvis vi arbejdede p\u00e5 et <strong>2x POAS-m\u00e5<\/strong>l i stedet for en 1.5x POAS, hvor meget ville vores <strong>overskud<\/strong>\u00a0s\u00e5 vokse?<\/p><\/blockquote>\n<p>S\u00e5 vi begyndte at skubbe buddet mod en h\u00f8jere POAS vel vidende, at vores profit-volumen kunne falde i eksperimentet.<\/p>\n<p>Overskuddet steg. Big time. Vi \u00f8gede overskuddet med 84% i forhold til \u00e5ret f\u00f8r, men den store overraskelse kom, da vi s\u00e5, at der kun var oms\u00e6tningsstigning p\u00e5 11%.<\/p>\n<p>Sammenlignet med en profitstigning p\u00e5 84% var stigningen i oms\u00e6tningen p\u00e5 11% en k\u00e6mpe forskel.<\/p>\n<h2 id=\"h.4d34og8\">S\u00e5dan implementerer du POAS (profitsporing) i Google Ads<\/h2>\n<p>F\u00f8rst og fremmest skal du have profitten fra hver enkelt transaktion importeret til Google Ads ved hj\u00e6lp af en simpel software som ProfitMetrics.io har forklaret ovenfor. Denne del er simpel.<\/p>\n<p>Derefter skal du skifte fra oms\u00e6tning til profit som din prim\u00e6re \u201cconversion action\u201d i Google Ads. Den del er lidt mere vanskelig, men efter en del &#8216;trial and error&#8217; har vi fundet en simpel, men skudsikker, metode at g\u00f8re det p\u00e5.<\/p>\n<h3 id=\"h.2s8eyo1\">Import af profit til Google Ads<\/h3>\n<p>Du \u00e6ndrer hele dit datagrundlag. Det er en ret stor \u00e6ndring (men besv\u00e6ret v\u00e6rd). Enhver automatiseret budgivning, som du har k\u00f8rende, skal s\u00e6ttes p\u00e5 pause (jeg viser dig, hvordan du mindsker risikoen).<\/p>\n<p>S\u00e5 det er vigtigt, at du laver en langsom overgang og ikke chokerer systemet.<\/p>\n<p>M\u00e5den, man kan g\u00f8re det p\u00e5, er ved at:<\/p>\n<ol start=\"1\">\n<li>Oprette en ProfitMetrics-konto p\u00e5 ProfitMetrics.io<\/li>\n<li>Importere &#8220;profit conversion action&#8221; til Google Ads<\/li>\n<li>Ops\u00e6tte brugerdefinerede kolonner til at vise profit og POAS<\/li>\n<li>Ops\u00e6tte brugerdefinerede kolonner til at vise oms\u00e6tning og ROAS<\/li>\n<\/ol>\n<p>Lad os gennemg\u00e5 dem en efter en:<\/p>\n<ol start=\"1\">\n<li><strong>Opret en ProfitMetrics-konto p\u00e5 <\/strong><strong><a href=\"http:\/\/profitmetrics.io\">ProfitMetrics.io<\/a><\/strong><strong><br \/>\n<\/strong><\/li>\n<li><strong>Importer &#8220;profit conversion action<\/strong><strong>&#8220;<\/strong><strong>\u00a0til Google Ads<\/strong><\/li>\n<\/ol>\n<p>G\u00e5 til V\u00e6rkt\u00f8jer og indstillinger \u2192 M\u00e5ling \u2192 Konverteringer<\/p>\n<p>Indstil konverteringen til at v\u00e6re en sekund\u00e6r konverteringshandling:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/image5-4.png\" alt=\"S\u00e5dan ops\u00e6tter man sporing af POAS\" width=\"1066\" height=\"586\" \/><\/p>\n<ol start=\"3\">\n<li><strong>Opret en brugerdefineret kolonne for at vise din profit og POAS<\/strong><\/li>\n<\/ol>\n<p><em>Dette skal v\u00e6re <\/em>\u201c<em><strong>All<\/strong><\/em><em>\u00a0Conversion Value<\/em><em>\u201d<\/em><em>,<\/em>\u00a0ellers fungerer det ikke.\u00a0V\u00e6lg derefter den konverteringshandling, du har oprettet til formularen<em>.<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/image7-2.png\" alt=\"Opret brugerdefineret koloner til POAS\" width=\"1359\" height=\"793\" \/><\/p>\n<ol start=\"4\">\n<li><strong>Opret brugerdefinerede kolonner til at vise oms\u00e6tning og ROAS<\/strong><\/li>\n<\/ol>\n<p>Nu skal du g\u00f8re det samme med oms\u00e6tning og ROAS. \u00c5rsagen er, n\u00e5r du f\u00f8rst har \u00e6ndret din prim\u00e6re konverteringshandling p\u00e5 kontoen, kan du ikke rigtig bruge historiske data til at sammenligne \u00e5r-til-\u00e5r.<\/p>\n<p>Du vil stadig spore din oms\u00e6tning og ved at oprette brugerdefinerede kolonner for oms\u00e6tning og ROAS, kan du g\u00f8re n\u00f8jagtigt samme og sammenligne performance \u00e5r for \u00e5r.<\/p>\n<h3 id=\"h.17dp8vu\">Skift Smart Bidding til at byde baseret p\u00e5 profit<\/h3>\n<p>Du kan ikke bare skifte fra ROAS til POAS. Det ville \u00f8del\u00e6gge Smart Bidding-algoritmen og reducere dine bud betydeligt.<\/p>\n<p>Men vi har en skudsikker l\u00f8sning.<\/p>\n<p>Det f\u00f8rste, du skal g\u00f8re, efter ops\u00e6tningen af din \u201cprofit conversion action\u201d, er at lade den k\u00f8re i 30 dage som en sekund\u00e6r konverteringshandling.<\/p>\n<p>S\u00e5 er de n\u00e6ste trin:<\/p>\n<ol start=\"1\">\n<li>Forst\u00e5, hvad visse ROAS-niveauer betyder med hensyn til POAS.<\/li>\n<li>N\u00e5r du er klar, skal du erstatte din oms\u00e6tning med din profitkonvertering.<\/li>\n<\/ol>\n<p>Lad os igen gennemg\u00e5 hvert trin nedenfor:<\/p>\n<ol start=\"1\">\n<li><strong>Forst\u00e5, hvad din nuv\u00e6rende performance svarer til i POAS<\/strong><\/li>\n<\/ol>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/image1-3.png\" alt=\"Forst\u00e5, hvad din nuv\u00e6rende performance svarer til i POAS\" width=\"555\" height=\"237\" \/><\/p>\n<p>If\u00f8lge dette ser det ud til, at et POAS-m\u00e5l p\u00e5 170% vil v\u00e6re en god start til at ops\u00e6tte et ny Smart Bidding-portef\u00f8lje baseret p\u00e5 den aktuelle performance.<\/p>\n<p>NB: Ovenst\u00e5ende data er fra et par dage. Du skal bruge en fuld 28 dages periode plus enhver conversion lag for dit m\u00e5l.<\/p>\n<ol start=\"2\">\n<li><strong>N\u00e5r du er klar, skal du erstatte din oms\u00e6tning med din &#8220;profit conversion action&#8221;<\/strong><\/li>\n<\/ol>\n<p>For denne del skal du blot g\u00e5 tilbage i dine konverteringsindstillinger og indstille din \u201cprofit conversion action\u201d\u00a0til din prim\u00e6re handling:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/image4-4.png\" alt=\"N\u00e5r du er klar, skal du erstatte din oms\u00e6tning med din \" width=\"1042\" height=\"457\" \/><\/p>\n<p>Husk at \u00e6ndre din anden konverteringshandling (den for oms\u00e6tning) til sekund\u00e6r, og kontroller, at du har lavet de korrekte indstillinger i oversigten:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/image3-4.png\" alt=\"Husk at \u00e6ndre din anden konverteringshandling\" width=\"1201\" height=\"314\" \/><\/p>\n<p>N\u00e5r du har \u00e6ndret din konverteringshandling til profit, skal du <strong>straks<\/strong>\u00a0lave \u00e6ndringer i din Smart Bidding-ops\u00e6tning.<\/p>\n<p>Men det kr\u00e6ver lidt finesse, s\u00e5 lad os gennemg\u00e5 vores metode, som vi har finjusteret over mere end 30 implementeringer.<\/p>\n<h3 id=\"h.3rdcrjn\">Opret en ny portef\u00f8ljebudstrategi for Smart Bidding<\/h3>\n<p>N\u00e5r du ved, hvad du skal indstille dit POAS-m\u00e5l til, er det n\u00e6ste trin at oprette <strong>en ny portef\u00f8ljebudstrategi.<\/strong><\/p>\n<p>Det her er <u>afg\u00f8rende.<\/u><\/p>\n<p>Hvis du ikke opretter en ny portef\u00f8ljebudstrategi, bruger Smart Bidding de historiske data fra det tidspunkt, hvor du trackede oms\u00e6tningen:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/ROAS-VS.-POAS.jpg\" alt=\"Opret en ny portef\u00f8ljebudstrategi for Smart Bidding\" width=\"1024\" height=\"591\" \/><\/p>\n<p>Ved at oprette en <strong>ny<\/strong>\u00a0portef\u00f8ljebudstrategi vil Smart Bidding kun bruge <strong>de historiske data<\/strong>\u00a0fra den profitbaserede konverteringshandling &#8211; ikke oms\u00e6tningskonverteringen.<\/p>\n<p>Det her er afg\u00f8rende, og s\u00e5 kan Smart Bidding bruge de historiske data, n\u00e5r du begynder at bruge profit som din prim\u00e6re konverteringshandling. P\u00e5 den m\u00e5de beh\u00f8ver du ikke starte fra bunden, n\u00e5r du foretager skiftet &#8211; noget de fleste annonc\u00f8rer er bange for.<\/p>\n<h4 id=\"h.26in1rg\">Stor konto, og vil du gerne teste det?<\/h4>\n<p>Du kan g\u00f8re det samme med blot en enkelt kampagne ved at \u00e6ndre konverteringshandlingen p\u00e5 kampagneniveau og oprette en portef\u00f8ljebudstrategi<strong>\u00a0kun <\/strong>for den p\u00e5g\u00e6ldende kampagne.<\/p>\n<p>P\u00e5 denne m\u00e5de kan du f\u00e5 en fornemmelse af, hvad der sker, n\u00e5r du skifter konverteringshandling.<\/p>\n<h2 id=\"h.lnxbz9\">Alternativet: Suppler oms\u00e6tning med profit data<\/h2>\n<p>I l\u00f8bet af de sidste tre \u00e5r er vi g\u00e5et over til prim\u00e6rt at spore overskud p\u00e5 et stort antal konti.<\/p>\n<p>Men fra omkring 2021 begyndte vi at l\u00e6gge m\u00e6rke til et m\u00f8nster. Konti ville performe d\u00e5rligere efter skiftet til profitsporing.<\/p>\n<p>Det begyndte at udvikle sig en teori herinde p\u00e5 SavvyRevenue. Teorien gik p\u00e5, at Smart Bidding har sv\u00e6rere ved at arbejde med profit, fordi man f\u00e5r f\u00e6rre data med profitsporing. I stedet for 750 kroners oms\u00e6tning, fik du 75 kroners overskud. Og som n\u00e6vnt er POAS-niveauer meget lavere end ROAS-niveauer. M\u00e5ske fra 500% ROAS til 120% POAS.<\/p>\n<p>At skifte fra et 120% POAS-m\u00e5l til et 130% POAS-m\u00e5l i Smart Bidding er en meget lille \u00e6ndring, som nogle gange ikke giver de n\u00f8dvendige resultater.<\/p>\n<p>Dette er blot en observering vi har gjort os og Google holder h\u00e5rdnakket fast i at det ikke er et problem for Smart Bidding and arbejde med POAS niveauer.<\/p>\n<p>Men vi har fundet et par scenarier hvor du b\u00f8r overveje at vente med at udskifte konverteringer baseret p\u00e5 oms\u00e6tning med konverteringer baseret p\u00e5 profit. Dem vil jeg g\u00e5 igennem herunder.<\/p>\n<h4 id=\"h.35nkun2\">Kan Smart Bidding fungere med POAS Bidding?<\/h4>\n<p>Det korte svar er ja. Det fungerer helt fint p\u00e5 80% af de konti, vi k\u00f8rer med POAS. Vi har dog set nogle underlige sammenfald med v\u00e6ksten p\u00e5 en konto, der stagnerer eller direkte falder, n\u00e5r Smart Bidding-konti flyttes over til profitsporing.<\/p>\n<p>I n\u00e6sten alle tilf\u00e6lde s\u00e5 vi, at performance langsomt steg igen, efter at vi skiftede tilbage til oms\u00e6tning som vores prim\u00e6re konverteringsv\u00e6rdi.<\/p>\n<p>\u00c5rsagen til dette tror jeg ikke er universel, men p\u00e5 grund af et par sj\u00e6ldne tilf\u00e6lde:<\/p>\n<ul>\n<li>Annonc\u00f8rer begynder at agere anderledes, n\u00e5r der er dage med lav ROAS, da de nu kan se, at de taber penge. Derfor pr\u00f8ver de at micromange den daglige performance &#8211; hvilket ikke kan anbefales.<\/li>\n<li>Masser af <strong>tunge kampagner, <\/strong>der f\u00e5r dit overskud t\u00e6t p\u00e5 nul. Det betyder, at den v\u00e6rdi, Smart Bidding modtager, kan g\u00e5 fra en profit p\u00e5 750 kr. \/ transaktion til 30 kr. \/ transaktion\n<ul>\n<li>P\u00e5 markeder med store rabatter sker dette regelm\u00e6ssigt\u00a0og det resulterer i meget svingende data til Smart Bidding.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li>Der er ingen betydelig forskel i dine margener, s\u00e5 at skifte til profit-bidding giver ikke en betydelig \u00e6ndring.<\/li>\n<\/ul>\n<p>Vi er dog ikke sikre p\u00e5, at det kan v\u00e6re kunderne, der bliver mindre t\u00e5lmodige. En lav ROAS-dag er netop det. En lav ROAS-dag. N\u00e5r du sporer overskud, vises en &#8220;lav ROAS-dag&#8221; nogle gange som et tab p\u00e5 dagen &#8211; det kan nogle gange v\u00e6re en tung en at sluge.<\/p>\n<p>Googles Smart Bidding-team er overbeviste om, at Smart Bidding kan arbejde med profit som v\u00e6rdi, og at Smart Bidding kan skelne mellem et 120% vs. 140% ROAS-m\u00e5l lige s\u00e5 godt som mellem et 400% vs. 500% m\u00e5l.<\/p>\n<p>S\u00e5 for at besvare mit eget sp\u00f8rgsm\u00e5l: Ja, det kan helt sikkert fungere. Bare v\u00e6r opm\u00e6rksom p\u00e5, at hvis performance begynder at bev\u00e6ge sig i den forkerte retning, kan det v\u00e6re en id\u00e9 at skifte tilbage til oms\u00e6tning som din prim\u00e6re konverteringsv\u00e6rdi.<\/p>\n<h2 id=\"h.1ksv4uv\">Du skal ikke bekymre dig om implementering, bare kom i gang<\/h2>\n<p>Jeg anbefaler altid bare at komme i gang med nogle ting. Implementering af profitsporing er en stor ting, hvis du pr\u00f8ver at g\u00f8re alt p\u00e5 \u00e9n gang. Men det hele kan koges ned til et par vigtige trin:<\/p>\n<ol start=\"1\">\n<li>Konfigur\u00e9r ProfitMetrics: Dette giver dig mulighed for at forst\u00e5 dine profitniveauer, n\u00e5r du \u00f8ger eller reducerer dine ROAS-m\u00e5l. Bare dette burde v\u00e6re nok motivation.<\/li>\n<li>Import\u00e9r profit til Google Ads: Nu kan du se profittallene live p\u00e5 din konto.<\/li>\n<li>Sidste trin: Begynd at byde baseret p\u00e5 profit i stedet for oms\u00e6tning.<\/li>\n<\/ol>\n<p>Det hele starter ved trin et, hvilket er meget harml\u00f8st, og det kr\u00e6ver ikke, at du foretager nogen \u00e6ndringer i det, du g\u00f8r i dag.<\/p>\n<p>Det er heller ikke &#8220;endnu en metric&#8221; at spore. Det er METRIKKEN at spore for Google Ads, og at kombinere denne metric med en blended ROAS-tilgang (eller blended POAS) kan v\u00e6re effektivt for enhver ecommerce-forretning.<\/p>\n<p>S\u00e5 jeg udfordrer dig til at komme i gang.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Resume: POAS (profitsporing) fra hver transaktion giver dig mulighed for at indstille mere n\u00f8jagtige bud Fasts\u00e6ttelse af ROAS-m\u00e5l baseret p\u00e5 et gennemsnit af din margin per produkt efterlader penge p\u00e5 bordet Profitsporing (POAS) er den naturlige progression af oms\u00e6tnings- og ROAS-tracking S\u00e5 meget som 60% af de k\u00f8bte produkter er ikke lig med, hvad folk [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4398,"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":"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":[23,22],"tags":[58,61],"class_list":["post-4384","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategi","category-sporing","tag-marketing","tag-sporing"],"acf":{"posts_intro_text":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>POAS vs. ROAS: Implementering af profitsporing i Google Ads<\/title>\n<meta name=\"description\" content=\"POAS vs. ROAS: L\u00e6r at implementere profitsporing i din Google Ads konto. 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