{"id":4549,"date":"2023-04-21T01:56:18","date_gmt":"2023-04-20T23:56:18","guid":{"rendered":"https:\/\/savvyrevenue.com\/manuel-budgivning\/"},"modified":"2024-08-30T14:19:42","modified_gmt":"2024-08-30T12:19:42","slug":"manuel-budgivning","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/manuel-budgivning\/","title":{"rendered":"Manuel budgivning i Google Ads: En komplet guide"},"content":{"rendered":"<p>Der er blevet skrevet meget om automatiseret budgivning gennem de sidste \u00e5r, men det lader til, at der ikke er skrevet s\u00e5 meget om at styre ens bud manuelt.<\/p>\r\n<p><!-- \/wp:post-content --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>I hvert fald ikke meget, der indeholder ny information.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>S\u00e5 jeg vil i denne artikel g\u00e5 i dybden med, hvordan man manuelt styrer bud.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Det er en af de ting jeg finder utroligt tilfredsstillende ved at arbejde med PPC, men ogs\u00e5 besynderligt komplekst. I playbook-afsnittet vil du forst\u00e5, hvordan det kan v\u00e6re.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Denne artikel er beregnet til b\u00e5de Google-search og Shopping. Jeg vil til tider henvise til s\u00f8geord eller produkter, men du kan udskifte dem, som du \u00f8nsker. \u00a0<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>OBS: Hvis du vil vide, om <a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/automatisk-budgivning-google-ads\/\">automatisk budgivning er en bedre l\u00f8sning for jer<\/a>, har vi b\u00e5de skrevet en artikel om det, samt specifikt om <a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/smart-bidding\/\">Google&#8217;s Smart Bidding<\/a>.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:heading {\"level\":2} --><\/p>\r\n<h2>S\u00e5dan fungerer auktionen<\/h2>\r\n<p><!-- \/wp:heading --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>For at k\u00f8re manuel budgivning er du n\u00f8dt til at forst\u00e5, hvordan auktionen fungerer. Helt simpelt er din pris per klik det, annonc\u00f8ren under dig byder:<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:image --><\/p>\r\n<figure><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Google_Ads_auktion.png\" \/><\/figure>\r\n<p><!-- \/wp:image --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Annonc\u00f8r #1 byder $5<br \/><em>&#8211; Men betaler $3<\/em>.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Annonc\u00f8r #2 byder $3<br \/>&#8211;\u00a0<em style=\"font-size: 1.125em; font-family: sofia-pro, sans-serif;\">Men betaler $3<\/em>.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Annonc\u00f8r #3 byder $2<br \/>&#8211;\u00a0<em style=\"font-family: sofia-pro, sans-serif; font-size: 1.125em;\">Men betaler $0.4<\/em>.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Annonc\u00f8r #4 byder $0.4<br \/>&#8211;\u00a0<em style=\"font-family: sofia-pro, sans-serif; font-size: 1.125em;\">Men betaler $0.4<\/em>.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Annonc\u00f8r #5 byder $0.35.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Der er mange andre faktorer, der spiller ind, og begreberne Quality Score og Ad Rank er afg\u00f8rende for at forst\u00e5,\u00a0om du vil v\u00e6re god til manuel budgivning.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>For mere information om Quality Score og Ad Rank kan jeg varmt anbefale f\u00f8lgende video:<\/p>\r\n<p><iframe title=\"Pay Per Click Management - Insights on the Google AdWords Auction System\" width=\"500\" height=\"281\" data-category-consent=\"cookie_cat_marketing\" src=\"about:blank\" data-consent-src=\"https:\/\/www.youtube-nocookie.com\/embed\/tW3BRMld1c8?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><\/p>\r\n<h2>Hvilke metrics I skal gennemg\u00e5<\/h2>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>I bund og grund handler budstyring om at \u00f8ge dine bud, n\u00e5r din ROAS er h\u00f8jere end dit m\u00e5l og s\u00e6nke dine bud, n\u00e5r din ROAS ikke er h\u00f8j nok.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Men p\u00e5 samme tid er det meget mere kompliceret end det.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Det handler om at balancere mellem disse metrics:<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:list --><\/p>\r\n<ul>\r\n<li>ROAS<\/li>\r\n<li>Oms\u00e6tning<\/li>\r\n<li>Top Impression Share\r\n<ul>\r\n<li>* din % af visninger i de \u00f8verste 4 annoncepladser<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<p><!-- \/wp:list --><\/p>\r\n<p><!-- wp:list --><\/p>\r\n<ul>\r\n<li>Absolute Top Impression Share\r\n<ul>\r\n<li>* din % af visninger p\u00e5 annonceplads nr. 1<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<p><!-- \/wp:list --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Du \u00f8nsker at maksimere oms\u00e6tningen med den h\u00f8jest mulige ROAS:<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:image --><\/p>\r\n<figure><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Maksimer_oms_tning_med_h_jest_mulig_ROAS.png\" \/><\/figure>\r\n<p><!-- \/wp:image --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p><strong>Her er et par simple regler, du kan f\u00f8lge:<\/strong><\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:list --><\/p>\r\n<ul>\r\n<li>Hvis din ROAS er h\u00f8jere end dit m\u00e5l, <strong>s\u00e5 h\u00e6v dit bud.<\/strong><\/li>\r\n<li>Hvis din ROAS er h\u00f8jere end dit m\u00e5l, men din Top Impression Share er &gt;80 %, <strong>s\u00e5 lad v\u00e6re med at \u00f8ge dit bud.<\/strong><\/li>\r\n<\/ul>\r\n<p><!-- \/wp:list --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Grunden er, at hvis du allerede er i toppositionerne 80% af tiden, er der n\u00f8dvendigvis ikke mere at hente ved at \u00f8ge dine bud.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Du hopper m\u00e5ske fra nr. 2 til position nr. 1, hvilket i nogle scenarier kan v\u00e6re et stort spring CPC-wise.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:heading {\"level\":2} --><\/p>\r\n<h2>S\u00e5 ofte skal du opdatere\u00a0dine bud<\/h2>\r\n<p><!-- \/wp:heading --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Den st\u00f8rste ting for budopdateringer er en j\u00e6vn frekvens.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Ofte ser jeg PPC-ansvarlige opdatere bud lidt om mandagen, lidt om torsdagen og nogle gange igen fredag.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Det er meget ineffektivt og uproduktivt.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Her er tre regler for, hvordan du arbejder med opdateringsfrekvens:<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:list --><\/p>\r\n<ol>\r\n<li><strong>Opdater altid dine bud den samme ugedag.<\/strong><\/li>\r\n<\/ol>\r\n<p><!-- \/wp:list --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Dette g\u00f8r det lettere at korrelere\u00a0bud\u00e6ndringer med \u00e6ndringer i performance. Jeg kan simpelthen ikke understrege nok, hvor vigtigt dette er for din forst\u00e5else af PPC.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:list --><\/p>\r\n<ol>\r\n<li><strong>Gennemg\u00e5 altid en hel uges data.<\/strong><\/li>\r\n<\/ol>\r\n<p><!-- \/wp:list --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>En hel uge er fra mandag til s\u00f8ndag. Eller onsdag til tirsdag. Bare s\u00f8rg for at f\u00e5 data for en hel uge, n\u00e5r du gennemg\u00e5r jeres performance, da forskellige dage performer forskelligt.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:list --><\/p>\r\n<ol>\r\n<li><strong>Brug et datointerval, der afspejler produktets kunderejse.<\/strong><\/li>\r\n<\/ol>\r\n<p><!-- \/wp:list --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Lad v\u00e6re med at basere dine bud p\u00e5 en uges data, hvis produktet du s\u00e6lger typisk kr\u00e6ver mere end en uge, f\u00f8r kunden har besluttet sig. Nogle almindelige datointervaller er: syv dage, 14 dage, 28 dage eller 56 dage.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Men ryst posen engang imellem.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Gennemg\u00e5 for de seneste 90 dage. Seks m\u00e5neder tilbage. Du vil blive overrasket over, hvordan nogle s\u00f8geord \/ kampagner performer, n\u00e5r du ser tilbage (mere om det i afsnittet om lag-konverteringer).<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:heading {\"level\":3} --><\/p>\r\n<h3>Daglige \u00e6ndringer er \u201cthe devil&#8217;s work\u201d<\/h3>\r\n<p><!-- \/wp:heading --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Udf\u00f8r sj\u00e6ldent \u2013 for ikke at sige aldrig \u2013 daglige bud\u00e6ndringer. De har deres berettigelse nogle enkelte gange (som Black Friday, de sidste dage frem til jul, st\u00f8rre udsalg osv.).<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Men det skal ikke v\u00e6re en fast del af din v\u00e6rkt\u00f8jskasse.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Det h\u00e6nger sammen med attribuering og det faktum, at de fleste konverteringer ikke skyldes en enkelt dags markedsf\u00f8ring. S\u00e5 du burde ikke vurdere dit marketing-spend i henhold til en enkelt dags performance.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:heading {\"level\":2} --><\/p>\r\n<h2>Hvor meget skal du \u00e6ndre dine bud?<\/h2>\r\n<p><!-- \/wp:heading --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>It depends&#8230;<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>En tommelfingerregel er, at<strong>\u00a0bud\u00e6ndringer p\u00e5 10% til 30% fungere<\/strong>r ret godt.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>15% til 50% er en typisk ramme for de fleste konti, hvor sweetspottet typisk er 15% til 30%, men det afh\u00e6nger virkelig af det enkelte produkt\/s\u00f8geord og dine aktuelle bud.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>\u00c6ndrer du <strong>et bud p\u00e5 50 \u00f8re med 30% g\u00f8r ikke den store forskel<\/strong>, hvis ikke du f\u00e5r nogen klik.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Men at \u00e6ndre et bud p\u00e5 <strong>15 kroner med 30% kan virkelig rykke n\u00e5len,<\/strong>\u00a0hvis du er lige ved at v\u00e6re i top fire.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Og s\u00e5 alligevel. Hvis du byder 50 kroner, s\u00e5 kan en forh\u00f8jelse p\u00e5 30% muligvis ikke g\u00f8re nogen stor forskel.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>S\u00e5 det afh\u00e6nger af flere ting. Du skal vide, at hvis du har virkelig h\u00f8je eller lave bud, skal du muligvis v\u00e6re mere aggressiv for at se \u00e6ndringer.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:heading {\"level\":2} --><\/p>\r\n<h2>Brug Google Ads Editor til budgivning<\/h2>\r\n<p><!-- \/wp:heading --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Generelt foretr\u00e6kker jeg er optimere Google Ads i Google Ads-interfacet, men n\u00e5r det kommer til budgivning, er det meget hurtigere i Google Ads Editoren.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Download dataene for din tidsramme.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Derefter kan du oprette filtre p\u00e5 tv\u00e6rs af hele kontoen og hurtigt springe fra kampagne til kampagne.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Filtrene kan gemmes, s\u00e5 det er superhurtigt at gennemg\u00e5 hele konti.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Du kan ogs\u00e5 \u00e6ndre bud uden at &#8220;gemme&#8221; (uploade) dem. Dette kan v\u00e6re godt, n\u00e5r du arbejder med forskellige filtre. Lige pludselig opdager du, at dine s\u00f8geordsbud er blevet \u00e6ndret.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p><iframe title=\"Easy Way to Change Bids in Google Ads Editor | Manual Bid Management\" width=\"500\" height=\"281\" data-category-consent=\"cookie_cat_marketing\" src=\"about:blank\" data-consent-src=\"https:\/\/www.youtube-nocookie.com\/embed\/Nu05Ncualk4?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><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:heading {\"level\":2} --><\/p>\r\n<p><!-- \/wp:heading --><\/p>\r\n<p><!-- wp:heading {\"level\":2} --><\/p>\r\n<h2>S\u00f8geord eller annoncegruppe-bud<\/h2>\r\n<p><!-- \/wp:heading --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Jeg plejede at v\u00e6re en stor fortaler for annoncegruppe-bud. Ergo, at man s\u00e6tter et bud p\u00e5 annoncegruppeniveau i stedet for p\u00e5 s\u00f8geordsniveau.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Men jeg kan ikke huske, hvorn\u00e5r jeg sidst \u00e6ndrede et annoncegruppe-bud under en optimering.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>S\u00e5 jeg vil anbefale, at du s\u00e6tter bud p\u00e5 s\u00f8geordsniveau.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:heading {\"level\":2} --><\/p>\r\n<h2 style=\"visibility: hidden; font-size: 0;\">The Playbook<\/h2>\r\n<p><!-- \/wp:heading --><\/p>\r\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/721671_Illustration-as-a-separatorA_052020.png\" alt=\"\" \/><\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:heading {\"level\":2} --><\/p>\r\n<h2>Forsinkelsen i rapporteringen af konverteringer<\/h2>\r\n<p><!-- \/wp:heading --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p><em>Dette kaldes p\u00e5 engelsk \u201clag conversions\u201d<\/em>\u00a0eller \u201c<em>conversion lag\u201d<\/em>.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Det er noget, vi alle kender til p\u00e5 et eller andet niveau, men det ignoreres ofte i budh\u00e5ndtering.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Google Ads rapporterer en konvertering tilbage til den dag, forbrugeren klikkede p\u00e5 en annonce. Ikke d\u00e9n dag forbrugeren konverterede.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Her kommer et eksempel.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>En forbruger gennemg\u00e5r f\u00f8lgende rejse:<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:image --><\/p>\r\n<figure><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Forbrugerrejsen.png\" \/><\/figure>\r\n<p><!-- \/wp:image --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>I Google Ads rapporteres dette som f\u00f8lger (med last click-attribuering):<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:image --><\/p>\r\n<figure><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Google_Ads_rapportering_Last_Click.png\" \/><\/figure>\r\n<p><!-- \/wp:image --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Men du kan ikke se konverteringen, f\u00f8r den sker om s\u00f8ndagen.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>S\u00e5 hvis du lavede en budopdatering om fredagen:<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:image --><\/p>\r\n<figure><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Opdatering_af_Google_Ads_midt_i_kunderejsen.png\" \/><\/figure>\r\n<p><!-- \/wp:image --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Ville du ikke have set nogen konverteringer.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Det er i bund og grund konceptet for &#8220;lag-konverteringer&#8221;, som jeg kalder dem.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Forbrugere konverterer ikke automatisk f\u00f8rste gang, de klikker p\u00e5 din annonce.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Og n\u00e5r de konverterer, bliver det krediteret tilbage til de dage\/dagen, de klikkede p\u00e5 dine annoncer. Ikke dagen \/ dagene de konverterede.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:heading {\"level\":4} --><\/p>\r\n<h4>Hvordan lag p\u00e5virker budgivning<\/h4>\r\n<p><!-- \/wp:heading --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>F\u00f8rst skal du finde ud af, hvor mange konverteringer der foreg\u00e5r p\u00e5 ovenst\u00e5ende m\u00e5de.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:image --><\/p>\r\n<figure><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/image3-6.png\" \/><\/figure>\r\n<p><!-- \/wp:image --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Skift:<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:list --><\/p>\r\n<ul>\r\n<li>Datointerval til <strong>de sidste 90 dage<\/strong><\/li>\r\n<li>M\u00e5l fra <strong>f\u00f8rste interaktion<\/strong><\/li>\r\n<li>(Potentielt) \u00e6ndre <strong>lookback-vinduet<\/strong>\u00a0til 90 dage<\/li>\r\n<\/ul>\r\n<p><!-- \/wp:list --><\/p>\r\n<p><!-- wp:image --><\/p>\r\n<figure><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/image2-6.png\" \/><\/figure>\r\n<p><!-- \/wp:image --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>I dette tilf\u00e6lde er den gennemsnitlige \u201ctid til konvertering\u201d 5,2 dage.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Men mere interessant er det, at kun <strong>58% af oms\u00e6tningen registreres p\u00e5 dag \u00e9t efter et klik.<\/strong><\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Til ROAS-form\u00e5l er dette <strong>meget.<\/strong><\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Hvis du bruger 5000 kroner p\u00e5 en dag og f\u00e5r 29.000 kroner i oms\u00e6tning, er det en 580% ROAS.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Men n\u00e5r du venter &#8220;5.2 dage&#8221;, f\u00e5r du en ROAS p\u00e5 1,000%<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Dette har stor p\u00e5virkning, fordi enhver konvertering der tilf\u00f8jes, er &#8220;ren fortjeneste&#8221; set fra et ROAS-perspektiv.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>For n\u00e5r dagen f\u00f8rst er forbi, s\u00e5 bruger du ikke flere penge &#8211; men du kan sagtens akkreditere mere oms\u00e6tning tilbage til d\u00e9n dag. S\u00e5 enhver konverteringsv\u00e6rdi (aka oms\u00e6tning), der kommer ind efterf\u00f8lgende, kan \u00f8ge din ROAS markant.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:heading {\"level\":4} --><\/p>\r\n<h4>Hvad det betyder i praksis<\/h4>\r\n<p><!-- \/wp:heading --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>For ovenst\u00e5ende tilf\u00e6lde betyder det praktisk, at du er n\u00f8dt til at vente fem dage eller l\u00e6ngere, f\u00f8r du ordentligt kan vurdere, om dit ad spend har ramt dine ROAS-niveauer eller ej.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>For de fleste af vores konti <strong>ignorerer vi stort set performance fra de sidste syv dage. <\/strong><\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Hvis du ikke tager h\u00f8jde for lag-konverteringer, vil din faktiske ROAS altid v\u00e6re h\u00f8jere end den, som du baserer dine budopdateringer p\u00e5.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>En anden praktisk m\u00e5de at implementere lag-konverteringer til budopdateringer er at se p\u00e5 dit normale datointerval <strong>minus de sidste syv dage.<\/strong><\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p><em>Eksempel:<\/em><\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Du ser normalt p\u00e5 tre ugers data. En budopdatering den 28. februar vil derfor blive baseret p\u00e5 dataen for 1. februar frem til d. 21. februar. 1 through Feb. 21st.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Du ekskluderer simpelthen bare de sidste syv dages data, fordi du ved, at det vil tr\u00e6kke dit gennemsnit ned.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:heading {\"level\":4} --><\/p>\r\n<h4>Lad ikke dette blive en undskyldning<\/h4>\r\n<p><!-- \/wp:heading --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Nogle personer vil bruge det som en undskyldning og ikke l\u00e6gge m\u00e6rke til ting, der g\u00e5r galt i konti. Det er det, jeg vil kalde at svinge pendulet for meget i den anden retning.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Du vil undlade de sidste syv dages data i nogle konti, men du skal ikke komplet ignorere dem.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>N\u00e5r du har lave ROAS-dage, skal du v\u00e6re opm\u00e6rksom p\u00e5:<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:list --><\/p>\r\n<ul>\r\n<li>Dit spend er meget h\u00f8jere end dit normale spend<\/li>\r\n<li>En konkurrent, der k\u00f8rer et stort udsalg<\/li>\r\n<li>Nogle popul\u00e6re produkter er udsolgte<\/li>\r\n<\/ul>\r\n<p><!-- \/wp:list --><\/p>\r\n<p><!-- wp:heading {\"level\":2} --><\/p>\r\n<h2>Hvorfor du ikke rammer dine ROAS-m\u00e5l<\/h2>\r\n<p><!-- \/wp:heading --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Den nemmeste ting at g\u00f8re i ens PPC-arbejde er at opdatere sine bud.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Der er ikke noget magisk over det.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Men nogle gange skyldes din lave ROAS ikke, at dine bud er for h\u00f8je.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Nogle gange er det et resultat af:<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:list --><\/p>\r\n<ul>\r\n<li>Din annonce er ikke god nok<\/li>\r\n<li>De forkerte s\u00f8getermer trigges<\/li>\r\n<li>Mobil-performance er for lav<\/li>\r\n<li>En konkurrent, der k\u00f8rer et udsalg<\/li>\r\n<\/ul>\r\n<p><!-- \/wp:list --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>S\u00e5 f\u00f8r du bare udf\u00f8rer budopdateringer, vil jeg anbefale at g\u00e5 gennem nogle af disse aspekter.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p><strong>Hvis en af dine annoncer ikke konverterer<\/strong>\u00a0s\u00e5 godt som de andre, s\u00e5 s\u00e6t annoncen med d\u00e5rlig performance p\u00e5 pause.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p><strong>Er du blevet vist p\u00e5 nye s\u00f8getermer, s\u00e5 din ROAS er faldet?<\/strong>\u00a0Fjern dem med negative s\u00f8geord og lad dit bud forblive, hvor det er.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>I stedet for at \u00e6ndre buddet for et s\u00f8geord, s\u00e5 <strong>s\u00e6nk dine budjusteringer for mobil, <\/strong>hvis det er grunden til, at din ROAS er lav.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>S\u00e6nk dine bud, mens din konkurrent k\u00f8rer et udsalg, men <strong>h\u00e6v dem igen<\/strong>\u00a0s\u00e5 snart, at udsalget er ovre.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Men vigtigst af alt skal du<strong>\u00a0ikke lade denne viden lamme dig fuldst\u00e6ndig<\/strong>. N\u00e5r vi f\u00f8rst l\u00e6rer folk om dette koncept, ser vi PPC-specialister blive alt for fokuseret p\u00e5 det. At du aldrig kan \u00e6ndre dine bud, fordi der altid kan findes en eller anden grund, der kan p\u00e5virke, hvorfor ROAS er for lav.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Lad det ikke komme s\u00e5 vidt.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Nogle gange er du bare n\u00f8dt til at se realiteterne i \u00f8jnene og s\u00e6nke dine bud.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:heading {\"level\":2} --><\/p>\r\n<h2>Budjusteringer<\/h2>\r\n<p><!-- \/wp:heading --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Tilbage i 2018 talte jeg p\u00e5 en konference i Italien.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>P\u00e5 mit f\u00f8rste slide stod der:<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Du. Har. Ikke.<strong>\u00a0Et<\/strong>. Bud.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Og jeg bruger stadig det slide den dag i dag. Du b\u00f8r stort set aldrig s\u00e6tte et s\u00f8geord p\u00e5 pause eller reducere buddet s\u00e5 meget, at det er teknisk sat p\u00e5 pause.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Det handler om at finde det segment, hvor det performer.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Men inden jeg g\u00e5r for godt i gang med det, skal du vide, at n\u00e5r du gennemg\u00e5r et s\u00f8geords performance&#8230;<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:image --><\/p>\r\n<figure><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/image1-8.png\" \/><\/figure>\r\n<p><!-- \/wp:image --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>&#8230; er det ikke den endegyldige sandhed.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>De tal, du ser p\u00e5 sk\u00e6rmbilledet, er en blanding af f\u00f8lgende segmenter:<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:list --><\/p>\r\n<ul>\r\n<li>Enhed<\/li>\r\n<li>M\u00e5lgrupper<\/li>\r\n<li>Annonceplanl\u00e6gning<\/li>\r\n<li>K\u00f8n<\/li>\r\n<li>Alder<\/li>\r\n<li>Husstandsindkomst (virker ikke i DK)<\/li>\r\n<\/ul>\r\n<p><!-- \/wp:list --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Nu kan jeg simplificere det en smule for dig, eftersom at fire af disse pointer ikke betyder det store for 70% af alle PPC-konti<strong>\u00a0i e-commerce.<\/strong><\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:list --><\/p>\r\n<ul>\r\n<li>Enhed<\/li>\r\n<li>M\u00e5lgrupper<\/li>\r\n<li>Annonceplan<\/li>\r\n<li>K\u00f8n<\/li>\r\n<li>Alder<\/li>\r\n<li>Husstandsindkomst<\/li>\r\n<\/ul>\r\n<p><!-- \/wp:list --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>En anden grund til at du ikke skal pr\u00f8ve at gennemg\u00e5 alle de forskellige segmenter er, a<strong>t det simpelthen vil v\u00e6re umuligt for dig<\/strong>\u00a0at holde styr p\u00e5 dem.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>En stigning p\u00e5 10% for mobil, et fald p\u00e5 30% for en m\u00e5lgruppe, en stigning p\u00e5 10% for s\u00f8ndage og en stigning p\u00e5 25% for kvinder p\u00e5 25\u201334- \u00e5r.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Hvad er facit af det?<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Jeg vil ikke selv lave det regnestykke&#8230;<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Multiplicer det p\u00e5 tv\u00e6rs af en hel konto, og s\u00e5 vil det g\u00e5 op for dig, hvorfor det bliver et stort rod. Der er st\u00f8rre chance for, at du laver et st\u00f8rre rod end, at du g\u00f8r noget, der booster performance.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:heading {\"level\":3} --><\/p>\r\n<h3>Fokus p\u00e5 budjusteringer for enhed og m\u00e5lgruppe<\/h3>\r\n<p><!-- \/wp:heading --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Enheder (mobil, desktop, tablet) og m\u00e5lgrupper er dog enorme faktorer, der ikke b\u00f8r ignoreres.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Mobil f\u00e5r mellem 50\u201380% af klik i dag.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>M\u00e5lgrupper sp\u00e6nder fra remarketing til\u00a0in-market m\u00e5lgrupper til demografi.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Nogle gange betyder m\u00e5lgruppen meget for, hvordan et s\u00f8geord konverterer. Andre gange har de ingen indvirkning.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Jeg vil ikke g\u00e5 i dybden med, hvilke m\u00e5lgrupper du skal v\u00e6lge. Men de skal give mening. M\u00e5lgrupper, du f\u00f8jer til kampagner, skal performe bedre eller d\u00e5rligere end gennemsnittet.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Hvis et s\u00f8geord har en ROAS p\u00e5 800% og den m\u00e5lgruppe, du har tilf\u00f8jet, har en ROAS p\u00e5 800%, kan du ikke g\u00f8re noget.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>S\u00e5 tilf\u00f8j m\u00e5lgrupper, der performer bedre &#8211; eller d\u00e5rligere &#8211; end din gennemsnitlige ROAS.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Nu, hvor vi har indsn\u00e6vret, hvilke budjusteringer der skal fokuseres p\u00e5, s\u00e5 lad os se p\u00e5, hvordan vi foretager disse budjusteringer.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:heading {\"level\":3} --><\/p>\r\n<h3>Arbejd med budjusteringer p\u00e5 kampagneniveau<\/h3>\r\n<p><!-- \/wp:heading --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Denne anbefaling vil ikke blive taget godt imod hos alle, og jeg tror endda, at nogle af vores PPC&#8217;er p\u00e5 teamet foretr\u00e6kker at lave budjusteringer p\u00e5 et annoncegruppe-niveau.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Men jeg kan godt lide at forenkle tingene.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Og n\u00e5r jeg ser p\u00e5 en hel konto, har jeg sv\u00e6rt ved at forestille mig, at du vil finde nogen signifikant forskel p\u00e5 tv\u00e6rs af alle annoncegrupper, der vil tale for at implementere budjusteringer.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>S\u00e5 jeg foretr\u00e6kker bare at indstille budjusteringer p\u00e5 kampagneniveau.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Med det sagt kan du m\u00e5ske have individuelle annoncegrupper, der performer anderledes end resten af kampagnen. N\u00e5r det kommer til dem, giver det god mening at lave individuelle budjusteringer \u2013 <strong>s\u00e5 l\u00e6nge du kan holde styr p\u00e5 dem.<\/strong><\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:heading {\"level\":3} --><\/p>\r\n<h3>Den enkle m\u00e5de at indstille budjusteringer<\/h3>\r\n<p><!-- \/wp:heading --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Den nemmeste m\u00e5de at anskue budjusteringer p\u00e5 er at h\u00e6ve eller s\u00e6nke bud i forhold til den samlede performance for kampagnen (eller annoncegruppen).<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Den eneste undtagelse ved denne regel er, n\u00e5r et segment (f. eks. enhed eller m\u00e5lgruppe) udg\u00f8r +75 % af alle kliks. Hvis du har en kampagne, hvor du f\u00e5r 80% af konverteringerne\/kliksne\/pris fra mobil, beh\u00f8ver du ikke at lave en budjustering.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Dine budopdateringer p\u00e5 s\u00f8geordsniveauet vil v\u00e6re fine.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Det er en sv\u00e6r balancegang.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:heading {\"level\":3} --><\/p>\r\n<h3>V\u00e6r forsigtig med sammensatte budjusteringer<\/h3>\r\n<p><!-- \/wp:heading --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p><strong>Nogle gange er det nok at \u00e6ndre buddet p\u00e5 et s\u00f8geord. <\/strong><\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Det er derfor, du ser p\u00e5 et segments ROAS <strong>i forhold den samlede ROAS<\/strong>\u00a0i kampagnen eller annoncegruppen, f\u00f8r du s\u00e6nker dit bud.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Bare fordi et segments ROAS er lavere end dit m\u00e5l, betyder det ikke, at du skal lave en lavere budjustering.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Udfordringen er, at hvis du s\u00e6nker et s\u00f8geords bud med 20% og derefter laver en budjustering p\u00e5 -20% for mobil (som st\u00e5r for 80% af jeres trafik). S\u00e5 har du reelt s\u00e6nket buddet med 40% i alt.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Det er her, hvor de fleste PPC-managers kommer i problemer med budjusteringer.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:heading {\"level\":2} --><\/p>\r\n<h2>En hammer er til s\u00f8m, ikke skruer<\/h2>\r\n<p><!-- \/wp:heading --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Jeg deltog for nyligt i en paneldebat med Fred Vallaeys, hvor vi diskuterede <a href=\"https:\/\/www.youtube.com\/watch?v=hStcSDENe24\">budh\u00e5ndtering i 2021<\/a> og fokus var p\u00e5 Googles Smart Bidding.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Da jeg delte emnet p\u00e5 Twitter, var der et svar, der opsummerede hele problemet i PPC-branchen meget godt:<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<blockquote>\r\n<p>&#8220;In manual we trust.&#8221;<\/p>\r\n<\/blockquote>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Det er sn\u00e6versynet, men der er mange personer, der stadig enten er p\u00e5 100% smart budgivning eller 100% manuel budgivning.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Computere er bedre til matematik, end vi er. Det tror jeg, at de fleste af os kan blive enige om.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Udfordringen er, at vi nogle gange skal g\u00e5 tilbage til manuel budgivning, n\u00e5r vi har viden, som computeren ikke har.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:list --><\/p>\r\n<ul>\r\n<li>Vi er godt klar over, at et <strong>par dage med en d\u00e5rlig ROAS<\/strong>\u00a0ikke betyder noget<\/li>\r\n<li>Vi g\u00e5r ikke op i, at <strong>vi har en lav ROAS en l\u00f8rdag,<\/strong>\u00a0fordi vi \u00f8nsker ikke at lade vores konkurrent have hele markedet for sig selv<\/li>\r\n<li>Vi ved, at vi skal h\u00e6ve vores bud med 25%, n\u00e5r vi har et udsalg med 25% rabat p\u00e5 tv\u00e6rs af hele shoppen<\/li>\r\n<li>N\u00e5r d<strong>er ikke er data til at diktere<\/strong>, hvad det aktuelle bud skal v\u00e6re<\/li>\r\n<\/ul>\r\n<p><!-- \/wp:list --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Og jeg kunne forts\u00e6tte&#8230;<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Jeg er en k\u00e6mpe fortaler for automatiseret budgivning.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Men n\u00e5r jeg ser et s\u00f8m, s\u00e5 tager jeg min hammer.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Og n\u00e5r jeg ser en skrue, s\u00e5 tager jeg min skruemaskine.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>\r\n<p><!-- wp:paragraph --><\/p>\r\n<p>Det beh\u00f8ver ikke v\u00e6re sv\u00e6rere end det.<\/p>\r\n<p><!-- \/wp:paragraph --><\/p>","protected":false},"excerpt":{"rendered":"<p>Der er blevet skrevet meget om automatiseret budgivning gennem de sidste \u00e5r, men det lader til, at der ikke er skrevet s\u00e5 meget om at styre ens bud manuelt. I hvert fald ikke meget, der indeholder ny information. S\u00e5 jeg vil i denne artikel g\u00e5 i dybden med, hvordan man manuelt styrer bud. Det er [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4560,"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":[21],"tags":[59],"class_list":["post-4549","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-optimering","tag-bud-budget-haandtering"],"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>Manuel budgivning i Google Ads: En komplet guide<\/title>\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\/manuel-budgivning\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Manuel budgivning i Google Ads: En komplet guide\" \/>\n<meta property=\"og:description\" content=\"Der er blevet skrevet meget om automatiseret budgivning gennem de sidste \u00e5r, men det lader til, at der ikke er skrevet s\u00e5 meget om at styre ens bud manuelt. I hvert fald ikke meget, der indeholder ny information. S\u00e5 jeg vil i denne artikel g\u00e5 i dybden med, hvordan man manuelt styrer bud. 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