{"id":4481,"date":"2023-12-08T10:16:52","date_gmt":"2023-12-08T09:16:52","guid":{"rendered":"https:\/\/savvyrevenue.com\/google-ads-vs-facebook-ads-vs-amazon-ads\/"},"modified":"2024-08-30T14:41:58","modified_gmt":"2024-08-30T12:41:58","slug":"google-ads-vs-facebook-ads-vs-amazon-ads","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/google-ads-vs-facebook-ads-vs-amazon-ads\/","title":{"rendered":"Google Ads vs. Facebook Ads vs. Amazon Ads &#8211; og hvorn\u00e5r du skal v\u00e6lge hvad"},"content":{"rendered":"<p>Jeg har l\u00e6nge villet skrive denne artikel.<\/p>\n<p>Men du t\u00e6nker sikkert:<\/p>\n<p>&#8220;Hvad er nu det? En Google marketer, der vil kloge sig p\u00e5 andet end Search marketing?&#8221;<\/p>\n<p>Ja, for sandheden er, at vi ikke kun laver Google Ads. Det er det, der giver os sm\u00f8r p\u00e5 br\u00f8det. Og det er det, der er vores kernekompetence i forhold til konkurrenter.<\/p>\n<p>Det er der ingen tvivl om.<\/p>\n<p>Men det, der ogs\u00e5 adskiller os fra vores konkurrenter, er vores store viden om e-handel. Vi bryder os ikke om udelukkende at blive anset som et Google Ads-bureau, for vi kan tale med annonc\u00f8rer om s\u00e5 meget mere end det.<\/p>\n<p>Hver dag arbejder vi med logistik, SEO-strategi, priss\u00e6ttelse, profitoptimering, leverand\u00f8ranmeldelser og meget andet. Vi er endda med p\u00e5 sidelinjen i en igangv\u00e6rende sag med en konkurrent, der sags\u00f8ger vores kunde.<\/p>\n<p>Vi kommer vidt omkring inden for e-handel, fordi vi har specialiseret os i e-handel og er nysgerrige p\u00e5 alle aspekter.<\/p>\n<p>Vi er godt klar over, at Google Ads ikke er den eneste og bedste annonceplatform for alle. Og selvom mange bureauer siger det samme, er det noget andet, n\u00e5r de udf\u00f8rer i praksis.<\/p>\n<p>Mange af vores kunder er fra Skandinavien. Og siden Amazon blev lanceret (velkommen til Sverige!) er der mange af dem, der er forvirrede. Nogle konsulenter pr\u00e6diker at alle b\u00f8r v\u00e6re p\u00e5 Amazon (men det er ikke tilf\u00e6ldet).<\/p>\n<p>Jeg oplever ofte, at annonc\u00f8rer ser forvirret til, mens Facebook-annoncer og Google Ads bliver udr\u00e5bt som den bedste opfindelse siden den dybe tallerken, n\u00e5r hverken det ene eller det andet fungerer i deres virksomheder.<\/p>\n<p>Hvad er Amazon-markedsf\u00f8ring? Det er der ikke rigtig nogen i Europa, der kan svare entydigt p\u00e5. Mange mener, at det bare er endnu en s\u00f8gemaskine, fordi de har h\u00f8rt, at <a href=\"https:\/\/www.emarketer.com\/content\/more-product-searches-start-on-amazon\">50 % af alle produkts\u00f8gninger i USA starter p\u00e5 Amazon<\/a>.<\/p>\n<p>G\u00f8r det Amazon til en s\u00f8gemaskine? Muligvis.<\/p>\n<p>Men det er ikke Search-annoncering (bedre kendt som SEM).<\/p>\n<p>Faktum er, at disse tre forskellige marketingkanaler taler til forskellige forretningsmodeller.<\/p>\n<p>Der er uden tvivl et overlap, men til at starte med er det ikke altid et s\u00e6rligt stort overlap.<\/p>\n<p>Derfor har jeg lavet en oversigt over, hvorn\u00e5r du skal fokusere p\u00e5 Facebook, Amazon og Google, og hvorn\u00e5r du skal overlappe.<\/p>\n<p>Men lad os f\u00f8rst se n\u00e6rmere p\u00e5 de tre forskellige typer e-handelsvirksomheder, som jeg ser dem.<\/p>\n<h2 id=\"h.gjdgxs\">De tre typer e-handelsvirksomheder<\/h2>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-2972\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Tre-typer-webshop.jpg\" alt=\"forskellige webshops med forskellige annonceringsbehov\" \/><\/p>\n<ol>\n<li>Direkte til forbruger (DTC)<\/li>\n<li>Producent<\/li>\n<li>Forhandler (rendyrket e-handel)<\/li>\n<\/ol>\n<p>Et par eksempler:<\/p>\n<ol>\n<li><strong>Direkte til forbruger (DTC)<\/strong><\/li>\n<\/ol>\n<ol>\n<li>Casper, Dollar Shave Club, Lakrids By B\u00fclow.<\/li>\n<li>90 % af deres salg kommer fra deres egne hjemmesider.<\/li>\n<\/ol>\n<ol>\n<li><strong>Producent<\/strong>\n<ol>\n<li>AUKEY<\/li>\n<li>De har kun deres egne brands.<\/li>\n<li>90 % af deres salg er hos detailhandlere eller som tredjepartsforhandlere p\u00e5 Amazon.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<ol>\n<li><strong>Forhandler (rendyrket e-handel)<\/strong>\n<ol>\n<li>BBQGUYS.com, Illums Bolighus, Trademax.se, Sinful.dk, Bodylab.dk.<\/li>\n<li>De har mange forskellige brands og kategorier.<\/li>\n<li>De kan have private label-m\u00e6rker.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p>N\u00e5r en webshop har eksisteret omkring tre til fem \u00e5r, er det ikke ualmindeligt, at den vokser ud af sin oprindelige kategori. Den bliver en slags e-handelshybrid.<\/p>\n<p>Nu kan du eksempelvis finde Casper-produkter p\u00e5 Target og p\u00e5 Amazon, men i mange \u00e5r blev de kun solgt fra Caspers hjemmeside.<\/p>\n<p><strong>Bodylab <\/strong>og<strong>\u00a0Lakrids by B\u00fclow startede som producenter i detailbutikker. <\/strong>Siden har de \u00e5bnet deres egne butikker og er nu aggressivt DTC.<\/p>\n<p>Sinful startede som en <strong>traditionel online forhandler<\/strong>, men har skabt en succesfuld serie af <strong>private label-produkter<\/strong>, som de s\u00e6lger online. Det har gjort dem til en producent.<\/p>\n<p>Hvis du starter \u00e9t sted, betyder det derfor ikke, at du skal forblive der.<\/p>\n<h3 id=\"h.30j0zll\">Tre typer spillere, tre forskellige marketingkanaler<\/h3>\n<p>Nu starter forvirringen for alvor, fordi alle e-handelsvirksomheder i mange \u00e5r er blevet samlet i \u00e9n kategori: e-handel.<\/p>\n<p>S\u00e5dan fungerer det bare ikke i det virkelige liv. E-handel er ikke kun e-handel. Som n\u00e6vnt findes der forskellige spillere, og det er individuelt, hvilken kanal der fungerer bedst for den enkelte spiller.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-2973\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/tre-typer-webshops-og-annonceringskanal.jpg\" alt=\"Webshops og deres annoncering\" \/><\/p>\n<ul>\n<li><strong>DTC-brands<\/strong>\u00a0har haft stor gavn af <strong>Facebook-annoncer<\/strong>.<\/li>\n<li><strong>Producenter <\/strong>har gennem<strong>\u00a0Amazon <\/strong>f\u00e5et en direkte vej til et af de st\u00f8rste forbrugermarkeder i den vestlige verden.<\/li>\n<li><strong>Forhandlere <\/strong>har siden internettets begyndelse brugt<strong>\u00a0Google Ads <\/strong>til at m\u00e5lrette forbrugere, der er interesserede i deres produkter.<\/li>\n<\/ul>\n<p>Naturligvis er der undtagelser. Nogle af vores st\u00f8rste DTC-kunder har vi f\u00e5et gennem Google Ads<strong>.<\/strong>\u00a0Men nogle af dem startede, f\u00f8r Facebook-annoncer blev effektive.<\/p>\n<p>Vi har tilsvarende set detailhandlere opn\u00e5 stor succes p\u00e5 Facebook, mens de har tjent ganske lidt igennem Google Ads.<\/p>\n<p>Det ene udelukker ikke det andet. Men det er godt at vide, hvilke kanaler der passer bedst til din situation, f\u00f8r du bander over, at Google Ads ikke fungerer for dig.<\/p>\n<h2 id=\"h.1fob9te\">S\u00e5dan passer hver kanal til hver spiller<\/h2>\n<h3 id=\"h.3znysh7\">Facebook-annoncer<\/h3>\n<p><strong>Algoritmen bag Facebook-annoncer<\/strong>\u00a0er ultraskarp, n\u00e5r det g\u00e6lder om at vise de rigtige annoncer til den rigtige m\u00e5lgruppe.<\/p>\n<p>Det g\u00f8r Facebook-annoncer ideelle til produktvirksomheder med et smalt sortiment.<\/p>\n<p>Det er lige f\u00f8r, at jo smallere din produktlinje er, jo bedre. Det betyder, at du kan v\u00e6re laserfokuseret p\u00e5 dit indhold og din m\u00e5lgruppe &#8211; to faktorer, der v\u00e6gtes h\u00f8jt i Facebook-annoncer.<\/p>\n<p>Den anden store fordel ved Facebook-annoncer er dine muligheder for kreativitet. Du f\u00e5r 15 sekunders videoer, farverige billeder, kommentarer, tekst og mere. Med andre ord kan du vise dit produkt bedre frem p\u00e5 Facebook, end du kan med Google Ads.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-2964\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/image1-5.png\" alt=\"eksempel p\u00e5 Google Ads annonce\" width=\"639\" height=\"412\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-2963\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/image2-5.jpg\" alt=\"eksempel p\u00e5 en facebook annonce\" width=\"499\" height=\"752\" \/><\/p>\n<h3 id=\"h.2et92p0\">Google Ads<\/h3>\n<p>Detailhandlere med mange forskellige produkter foretr\u00e6kker Google Ads. Jo flere produkter du har, desto bredere et net kan du kaste ud i Google-s\u00f8en.<\/p>\n<p>Det vil sige, at du kan byde lavt for mange forskellige s\u00f8geord &#8211; og stadig f\u00e5 meget trafik.<\/p>\n<p>Hvis du har 100 produkter i to til tre kategorier, skal du ligge nummer et, to eller tre, hver gang nogen s\u00f8ger efter din kategori. Det giver h\u00f8je CPC&#8217;er, som derefter kr\u00e6ver, at din konverteringsrate er h\u00f8j. En sv\u00e6r opgave for nystartede webshops.<\/p>\n<p>Er du ny i Google Ads verdenen og har en webshop, s\u00e5 vil jeg anbefale at du tager et kig p\u00e5 denne <a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/adwords-fra-bunden\/\">artikel<\/a>.<\/p>\n<h3 id=\"h.tyjcwt\">Amazon-annoncer<\/h3>\n<p>Jeg har h\u00f8rt producenter\/brands tale om Amazon, som var det den hellige gral. I bund og grund er Amazon bare en stor forhandler.<\/p>\n<p>Der er stor v\u00e6rdi i et produkt, som forhandles i eksempelvis Coop, Salling Group og Bestseller. Men Amazon er bare endnu en af disse. En <strong>rigtig<\/strong>\u00a0stor en vel at m\u00e6rke. Amazon st\u00e5r for ca. halvdelen af alle e-handelstransaktioner i USA.<\/p>\n<p>Amazon adskiller sig fra de andre detailhandlere ved at \u00e5bne sin platform for tredjepartsforhandlere.<\/p>\n<p>Det betyder, at du ikke beh\u00f8ver at vente p\u00e5, at en indk\u00f8ber hos Coop (eller Amazon) &#8220;opdager&#8221; dig. Du uploader ganske enkelt dine produkter til Amazon, og du er good to go (sk\u00e5ret helt ind til benet). Der er naturligvis flere processer undervejs i registreringen af dine produkter, men du kan selv styre dem.<\/p>\n<h2 id=\"h.3dy6vkm\">Voksende webshops begynder at overlappe<\/h2>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-2974\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Larger-eCommerce-stores-overlap-the-different-advertising-channels.jpg\" alt=\"\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>For at g\u00f8re det hele endnu mere forvirrende ser vi i h\u00f8j grad at webshops begynder at overlappe, n\u00e5r de bliver st\u00f8rre.<\/p>\n<p>Forhandleren, der til at begynde med ikke kunne f\u00e5 Facebook-annoncer til at fungere, vil &#8220;pludselig&#8221; k\u00f8re med h\u00f8jt performende performance\/branding-kampagner p\u00e5 Facebook.<\/p>\n<p>Et DTC-brand er pludselig blevet et velkendt m\u00e6rke i sin kategori, s\u00e5 det er afg\u00f8rende at eje det vigtigste n\u00f8gleord (dvs. proteinpulver og Bodylab) i Google Ads.<\/p>\n<p>En producent blev tr\u00e6t af at handle med detailhandlere, startede sin egen e-handelsbutik og begyndte at dominere sin kategori inden for search.<\/p>\n<p>Der er adskillige eksempler p\u00e5 webshops, der vokser og stempler ind p\u00e5 andre kanaler, hvor de ikke ville f\u00e5 succes i starten.<\/p>\n<h2 id=\"h.1t3h5sf\">S\u00e5 hvad har vi l\u00e6rt?<\/h2>\n<p>Jeg har valgt at skrive denne artikel, fordi jeg f\u00f8ler, at der er opst\u00e5et en misforst\u00e5else omkring, hvorfor nogle kanaler fungerer for nogle annonc\u00f8rer, men ikke for andre.<\/p>\n<p>Der er en tendens til, at annonc\u00f8rer v\u00e6lger deres markedsf\u00f8ringskanal ud fra, hvad andre virksomheder, de kender, benytter sig af.<\/p>\n<p>Hop ikke i den f\u00e6lde.<\/p>\n<p>Identificer i stedet dine styrker og svagheder.<\/p>\n<p>Start derefter med den kanal, der passer bedst til din virksomhed.<\/p>\n<p>Jeg har i dag fokuseret p\u00e5 tre kanaler:<\/p>\n<ul>\n<li>Facebook-annoncer<\/li>\n<li>Google-annoncer<\/li>\n<li>Amazon<\/li>\n<\/ul>\n<p>Men de repr\u00e6senterer kun en lille del af de forskellige markedskanaler.<\/p>\n<p>Hvis du f.eks. v\u00e6lger at fokusere p\u00e5 Google Ads, er SEO en kanal, du bestemt ogs\u00e5 b\u00f8r arbejde med.<\/p>\n<p>E-mail skal v\u00e6re hj\u00f8rnestenen hos alle webshops.<\/p>\n<p>Facebook-annoncer udg\u00f8r ikke alle sociale medier-annoncer. YouTube kan ogs\u00e5 v\u00e6re en underst\u00f8ttende kanal (selvom det ikke er s\u00e5 performance-drevet som Facebook-annoncer).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jeg har l\u00e6nge villet skrive denne artikel. Men du t\u00e6nker sikkert: &#8220;Hvad er nu det? En Google marketer, der vil kloge sig p\u00e5 andet end Search marketing?&#8221; Ja, for sandheden er, at vi ikke kun laver Google Ads. Det er det, der giver os sm\u00f8r p\u00e5 br\u00f8det. Og det er det, der er vores kernekompetence [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4489,"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 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