{"id":4665,"date":"2024-03-07T17:43:30","date_gmt":"2024-03-07T16:43:30","guid":{"rendered":"https:\/\/savvyrevenue.com\/dataekskludering-og-saesonbestemte-budjusteringer\/"},"modified":"2024-08-30T14:22:50","modified_gmt":"2024-08-30T12:22:50","slug":"dataekskludering-og-saesonbestemte-budjusteringer","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/dataekskludering-og-saesonbestemte-budjusteringer\/","title":{"rendered":"Tweak Smart Bidding med dataekskludering og s\u00e6sonbestemte budjusteringer"},"content":{"rendered":"<h3 id=\"h.1fob9te\">Resum\u00e9<\/h3>\n<ul>\n<li>Smart Bidding er genialt til matematiske beregninger baseret p\u00e5 historiske data<\/li>\n<li>Du kan bruge s\u00e6sonbestemte budjusteringer til at hj\u00e6lpe Smart Bidding med at forudse performance\n<ul>\n<li>Indstil justeringer baseret p\u00e5 dine \u00f8nskede CPC-stigninger, ikke CVR-stigninger<\/li>\n<li>Brug det aldrig i mere end syv dage<\/li>\n<\/ul>\n<\/li>\n<li>For at slette d\u00e5rlig data eller specifikke tidsperioder kan du bruge dataekskludering\n<ul>\n<li>Brug det sj\u00e6ldent, men altid efter et stort udsalg<\/li>\n<\/ul>\n<\/li>\n<li>Begge er essentielle features til at hj\u00e6lpe Smart Budgivning med at performe bedre<\/li>\n<\/ul>\n<h3 id=\"h.3znysh7\">Intro<\/h3>\n<p><strong><a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/smart-bidding\/\">Smart Bidding<\/a><\/strong>\u00a0er et fantastisk v\u00e6rkt\u00f8j i en r\u00e6kke eCommerce-scenarier. Men for at f\u00e5 det maksimale ud af Smart Bidding, er du n\u00f8dt til at <strong>hj\u00e6lpe det p\u00e5 vej<\/strong>.\u00a0Is\u00e6r n\u00e5r det kommer til at forudsige, hvad der vil ske i den n\u00e6rmeste fremtid.<\/p>\n<p>Google har lavet to features til netop at hj\u00e6lpe med det. Dataeksludering og s\u00e6sonbestemte budjusteringer.<\/p>\n<p>S\u00e6sonbestemte budjusteringer er en m\u00e5de, hvor du midlertidigt kan fort\u00e6lle Smart Bidding, at det skal s\u00e6nke eller \u00f8ge dine bud.<\/p>\n<p>Dataekskludering fungerer ved, at du fort\u00e6ller Smart Bidding, at dataen fra en vis periode b\u00f8r ignoreres, n\u00e5r den udregner bud.<\/p>\n<p>Selvom b\u00e5de s\u00e6sonbestemte budjusteringer og dataekskludering er ret enkle features, har vi gjort os erfaringer med, hvad ulemperne er for hver, i hvilke scenarier de er bedst, og pr\u00e6cis hvordan man bruger dem bedst. Det er ikke s\u00e5 simpelt, som det ser ud.<\/p>\n<p>L\u00e6r af vores erfaringer i denne <strong>super<\/strong>\u00a0hands-on artikel.<\/p>\n<p>Det var en forn\u00f8jelse at skrive denne artikel efter at have skrevet en r\u00e6kke long reads de seneste par m\u00e5neder.<\/p>\n<p><strong>Note<\/strong>: Hvis du vil have et mere dybdeg\u00e5ende kig p\u00e5 Smart Bidding-optimering, s\u00e5 dyk ned i vores <a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/smart-bidding-optimering\/\">artikel om det her<\/a>.<\/p>\n<h2 id=\"h.2et92p0\">S\u00e6sonbestemte budjusteringer<\/h2>\n<h3 id=\"h.tyjcwt\">S\u00e5dan fungerer de<\/h3>\n<p>S\u00e6sonbestemte budjusteringer er en m\u00e5de, hvor du midlertidigt kan fort\u00e6lle Smart Bidding, at det skal s\u00e6nke eller \u00f8ge dine bud.<\/p>\n<p>Den typiske grund til at bruge s\u00e6sonbestemte budjusteringer er lige f\u00f8r et stort udsalg, hvor du vil v\u00e6re proaktiv med at byde h\u00f8jere i stedet for at vente p\u00e5, at Smart Bidding selv finder ud af, at du k\u00f8rer et udsalg.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Konverteringsraten-i-loebet-af-et-udsalg.jpg\" alt=\"Konverteringsraten i l\u00f8bet af et udsalg\" width=\"1024\" height=\"500\" \/><\/p>\n<p>En af de tidlige erfaringer vi gjorde os var, at s\u00e6sonbestemte budjusteringer virker meget &#8220;direkte&#8221;. Google fort\u00e6ller, at du skal indstille justeringen til, <strong>hvad du forventer, at konverteringsraten stiger med,<\/strong>\u00a0men:<\/p>\n<blockquote><p>En s\u00e6sonbestemt budjustering p\u00e5 100% vil typisk resultere i en stigning af dine bud p\u00e5 100%, hvilket ikke n\u00f8dvendigvis er det, du \u00f8nsker.<\/p><\/blockquote>\n<p>Jeg kan huske Black Friday tilbage i 2019. Der ringede en af vores annonc\u00f8rer til mig, som vi havde <a href=\"https:\/\/savvyrevenue.com\/dk\/ydelser\/sparring\/\">sparring<\/a>\u00a0med hver m\u00e5ned. De havde indstillet deres s\u00e6sonbestemte budjustering til det samme som sidste \u00e5rs konverteringsrate steg med. Resultatet var, at hele deres budget var skudt af, inden at klokken slog 11:00.<\/p>\n<p>Da vi s\u00e5 n\u00e6rmere p\u00e5 justeringen, stod det klart, at buddene var alt for h\u00f8je. Selvom Black Friday typisk var lig med en 100% stigning i konverteringsraten, steg CPC&#8217;en kun med 25% hos annonc\u00f8ren.<\/p>\n<p><strong>En mere pr\u00e6cis justering ville derfor v\u00e6re 25%<\/strong>\u00a0&#8211; og ikke 100%.<\/p>\n<p>Det var en af vores f\u00f8rste \u00f8jen\u00e5bnere for, hvordan s\u00e6sonbestemte budjusteringer fungerer for eCommerce og siden da har vi l\u00e6rt meget mere.<\/p>\n<p>Da s\u00e6sonbestemte budjusteringer f\u00f8rst blev lanceret, blev der sagt, at dataene i perioden, hvor s\u00e6sonbetonet budjustering blev anvendt, ville ignoreres af Smart Bidding. Lidt ligesom dataekskludering fungerer.<\/p>\n<p><strong>Men det er blevet pr\u00e6ciseret nu: <\/strong>Data i en periode, hvor en s\u00e6sonbestemt budjustering anvendes bliver ikke fuldst\u00e6ndig ignoreret. Smart Bidding vil fange signalet om, at stigningen i konverteringsraten, som den s\u00e5 i perioden, kun er midlertidig.<\/p>\n<p>For at l\u00e6re mere om ramp-down-perioden efter et udsalg kan du l\u00e6se afsnittet om dataekskludering lidt l\u00e6ngere nede.<\/p>\n<h3 id=\"h.3dy6vkm\">Hvorn\u00e5r skal du lave justeringer?<\/h3>\n<p>S\u00e6sonbestemte budjusteringer skal bruges, n\u00e5r du forventer, at konverteringsrate vil v\u00e6re uforudsigeligt h\u00f8jere eller lavere end i den foreg\u00e5ende periode. Men kun, hvis det er en midlertidig periode p\u00e5 cirka 1-7 dage.<\/p>\n<p>Et par eksempler kunne v\u00e6re:<\/p>\n<ul>\n<li>F\u00f8r eller efter et stort udsalg.<\/li>\n<li>I en periode (f.eks. ferier), hvor du forventer at konverteringsraten falder.<\/li>\n<li>Mens I skifter ud i jeres lagerbeholdninger p\u00e5 hjemmesiden (f.eks,- hvis I flytter lager).<\/li>\n<\/ul>\n<h3 id=\"h.1t3h5sf\">Hvorn\u00e5r skal du IKKE lave justeringer?<\/h3>\n<p>Vi troede i starten, at det ville v\u00e6re naturligt at bruge s\u00e6sonbestemt budjusteringer for at booste Smart Bidding og f\u00e5 mere data i en midlertidig periode.<\/p>\n<p><strong>Lad v\u00e6re med at g\u00f8re det.<\/strong>\u00a0Eftersom systemet delvist ignorerer den \u00f8gede konverteringsrate i perioden, hvor dine justeringer anvendes, fungerer taktikken ikke efter hensigten.<\/p>\n<h3 id=\"h.4d34og8\">S\u00e5dan anvender du justeringer<\/h3>\n<p>Den bedste approach til at bruge s\u00e6sonbestemte budjusteringer er som f\u00f8lger:<\/p>\n<ol>\n<li>Analyser, hvor meget du forventer, at konverteringsraten stiger<\/li>\n<li>Analyser, hvor meget du \u00f8nsker, at din CPC skal stige<\/li>\n<li>Lav en justering baseret p\u00e5 den \u00f8nskede CPC-stigning<\/li>\n<\/ol>\n<p>Jeg s\u00e6tter lidt ord p\u00e5 hvert punkt herunder:<\/p>\n<p><strong>Analyser, hvor meget du forventer, at konverteringsraten stiger: <\/strong>Vi vil typisk kigge p\u00e5 et tilsvarende udsalg, vi har haft inden for de seneste 12 m\u00e5neder (eller pr\u00e6cis det samme udsalg, som vi havde sidste \u00e5r &#8211; f.eks. Black Friday). Brug det, n\u00e5r du skal udregne din \u00f8nskede CPC-stigning.<\/p>\n<p><strong>Analyser, hvor meget du \u00f8nsker, at din CPC skal stige:<\/strong>\u00a0Det samme som ovenfor. Kig p\u00e5, hvor meget CPC&#8217;en steg under det sidste lignende udsalg og se, om det gav en profitabel ROAS. Det er det, der skal danne grundlag for, hvad du indstiller din justering til.<\/p>\n<p>Bare husk p\u00e5, at du b\u00f8r se p\u00e5 din ROAS for sidste udsalg. Hvis din CPC steg 25%, men din ROAS steg 50% (uden at tage h\u00f8jde for lavere marginer under et udsalg), s\u00e5 kunne du potentielt have r\u00e5d til at s\u00e6tte en endnu h\u00f8jere CPC.<\/p>\n<p>Til sidst skal du tage et kig p\u00e5 din<strong>\u00a0Absolute Top Impression Share<\/strong>\u00a0for at se, hvorvidt du maksimerede din eksponering eller ej.<\/p>\n<p>Hvis din <em>absolutte top impression share<\/em>\u00a0var lavere end 50%, og din ROAS var profitabel, har du med stor sandsynlighed r\u00e5d til at byde endnu h\u00f8jere.<\/p>\n<p>TIP: Det er de samme ting, du skal tjekke under dit udsalg for at se, om du f\u00e5r det fulde ud af det. Du kan ikke se p\u00e5 din impression share, men du kan hurtigt se din ROAS i din backend.<\/p>\n<p><strong>Lav passende s\u00e6sonbestemte justeringer <\/strong>efter, hvor meget du vil have din CPC til at stige &#8211; ikke hvor meget du regner med, at konverteringsraten stiger.<\/p>\n<h3 id=\"h.2s8eyo1\">Tips til, n\u00e5r du bruger s\u00e6sonbestemte budjusteringer<\/h3>\n<p><strong>Lad dem ikke k\u00f8re i mere end 4-7 dage:<\/strong>\u00a0Google fort\u00e6ller, at du kan bruge dem i op til 14 dage, men vores erfaringer siger, at det er n\u00e6rmere 4 dage, f\u00f8r de begynder at miste deres effekt.<\/p>\n<p><strong>Lad v\u00e6re med at opdatere datoerne <\/strong>mere end \u00e9n gang. Det fungerer ikke, og budjusteringen vil miste sin effekt.<\/p>\n<p><strong>Lav nye budjusteringer efter 4 dage.<\/strong>\u00a0Hvis du har brug for at forl\u00e6nge din budjustering l\u00e6ngere end 4 dage er det ofte bedst at oprette nye i stedet for at forl\u00e6nge de eksisterende.<\/p>\n<p><strong>Stigning i konverteringsraten<\/strong>\u00a0burde ikke v\u00e6re lig med en stigning i dine bud: Jeg har sagt det f\u00f8r, men det er vigtigt at understrege igen, fordi det g\u00e5r mod, hvad Google anbefaler i interfacet. S\u00e6t ikke dine s\u00e6sonbestemte budjusteringer til det, du forventer, at konverteringsraten stiger med. S\u00e6t den til det, du vil have din CPC til at stige med.<\/p>\n<p><strong>Du kan se effekten med det samme<\/strong>\u00a0i dine annoncepositioner i SERP: Ofte inden for 5 minutter. S\u00e5 igen &#8211; hvis det ikke virker, er det fordi, justeringen ikke er stor nok, eller fordi den er &#8220;slidt op&#8221;.<\/p>\n<h3 id=\"h.17dp8vu\">Hvad s\u00e5, hvis det ikke bare er i et par dage?<\/h3>\n<p>Du burde ikke bruge s\u00e6sonbestemte budjusteringer i en &#8220;ramp-up&#8221; periode. Det skal du ikke, fordi dataen du f\u00e5r i den periode vil blive delvist ignoreret af Smart Bidding.<\/p>\n<p>Hvis du for eksempel g\u00e5r ind i h\u00f8js\u00e6son (f. eks. november for vinterjakker),\u00a0b\u00f8r du ikke bruge s\u00e6sonbestemte budjusteringer til at \u00f8ge buddene i den indledende periode. Det er nemlig ikke en midlertidig performance \u00e6ndring i et par dage, og s\u00e5 duer s\u00e6sonbestemte budjusteringer ikke.<\/p>\n<p>Hvis ikke det er en midlertidig \u00e6ndring i performance, som 1-7 dage, s\u00e5 overvej bare at s\u00e6nke dit ROAS-m\u00e5l i den periode. Tag det ikke bogstaveligt. N\u00e5r du s\u00e6nker dit ROAS-m\u00e5l, fort\u00e6ller det Google, at der samlet set skal bydes h\u00f8jere for ikke blindt at ramme den ROAS, du beder om.<\/p>\n<h2 id=\"h.3rdcrjn\">Dataekskludering<\/h2>\n<h3 id=\"h.26in1rg\">S\u00e5dan fungerer det<\/h3>\n<p>Dataekskludering er ret simpelt. Det fungerer ved, at du fort\u00e6ller Smart Bidding, at dataen fra en vis periode b\u00f8r ignoreres, n\u00e5r den udregner bud.<\/p>\n<p>Ofte vil du kun g\u00f8re det, n\u00e5r din tracking ved en fejl er blevet fjernet eller er defekt i en periode. Eller hvis du lige har afsluttet en k\u00e6mpe kampagne eller udsalg p\u00e5 din shop.<\/p>\n<p><strong>Det vil ikke have en effekt p\u00e5 den data, du ser i interfacet<\/strong>. Kun, hvad Smart Bidding tager med i sine udregninger.<\/p>\n<h3 id=\"h.lnxbz9\">Hvorn\u00e5r du skal bruge det<\/h3>\n<p>Det kan koges ned til f\u00f8lgende scenarier:<\/p>\n<ul>\n<li>Trackingen forsvinder<\/li>\n<li>Trackingen har tracket for meget<\/li>\n<li>Efter et stort udsalg eller kampagne<\/li>\n<li>P\u00e5 us\u00e6dvanligt d\u00e5rlige dage (h\u00f8jst (1-3 dage)<\/li>\n<li>P\u00e5 us\u00e6dvanligt gode dage (h\u00f8jst (1-3 dage) &#8211; Det g\u00f8r vi sj\u00e6ldent, hvis jeg skal v\u00e6re \u00e6rlig.<\/li>\n<\/ul>\n<h3 id=\"h.35nkun2\">Tips til, n\u00e5r du bruger det<\/h3>\n<p><strong>Lad v\u00e6re med at bruge det <\/strong><em>for rundh\u00e5ndet<\/em><strong>: <\/strong>Det er et seri\u00f8st v\u00e6rkt\u00f8j, der fuldst\u00e6ndig fjerner data i tidsperioden.\u00a0I takt med at Smart Bidding f\u00e5r f\u00e6rre data at arbejde med, bliver det mindre effektivt. S\u00e5 brug kun dataekskludering i n\u00f8dstilf\u00e6lde.<\/p>\n<p><strong>Efter store udsalgskampagner: <\/strong>Den her er kontroversiel, eftersom at Smart Bidding officielt burde v\u00e6re i stand til at vide, hvorn\u00e5r et udsalg slutter ved at se, at konverteringsraten er faldet med det samme.<\/p>\n<p>Oven i det har du m\u00e5ske tilf\u00f8jet en s\u00e6sonbestemt budjustering, s\u00e5 hvorfor skal du lave en dataekskludering?<\/p>\n<p>Selvom Smart Bidding har vist, at det <em>overordnet <\/em>er godt til at tilpasse sig efter et stort udsalg, vil det ikke tage hensyn til produkter, der fuldst\u00e6ndig stopper med at s\u00e6lge. Det vil bare t\u00e6nke, at konverteringsraten overordnet falder. Det kan ikke forudse, hvilke produkter der helt stopper med at s\u00e6lge, n\u00e5r de ikke l\u00e6ngere er p\u00e5 udsalg.<\/p>\n<p>Det er grunden til, at vi altid bruger dataekskludering efter et stort (men kort) udsalg. Hvis nogle produkter begyndte at konvertere netop den weekend, vil Smart Bidding heller ikke forts\u00e6tte med at byde p\u00e5 disse produkter efter udsalget.<\/p>\n<p>Dette kan ikke anvendes i samme grad til D2C eCommerce-forretninger, men nogle gange kan det.<\/p>\n<h2 id=\"h.1ksv4uv\">Konklusion<\/h2>\n<p>Smart Bidding fungerer rigtig godt i mange scenarier, og jeg elsker, at jeg kan give Smart Bidding et skub p\u00e5 baggrund af min egen menneskelig indsigt.<\/p>\n<p>Jeg vil til enhver en tid tabe en matematikkonkurrence til Smart Bidding, men jeg kan sl\u00e5 den med bravour i en konkurrence, der handler om at forudsige, hvad der kommer til at ske, som ikke er baseret p\u00e5 historiske data.<\/p>\n<p>Jeg h\u00e5ber, at Google vil forts\u00e6tte med at bygge v\u00e6rkt\u00f8jer, der giver annonc\u00f8rer mulighed for at hj\u00e6lpe Smart Bidding. N\u00e5r vi ser konti, der ikke bruger s\u00e6sonbestemt budjusteringer eller dataekskludering, er der altid mulighed for at forbedre performance.<\/p>\n<p>Hvis du har siddet og t\u00e6nkt: &#8220;Hvad skal jeg g\u00f8re for at forbedre performance?&#8221;, n\u00e5r din konto k\u00f8rer med Smart Bidding, er disse to features essentielle at arbejde med.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Resum\u00e9 Smart Bidding er genialt til matematiske beregninger baseret p\u00e5 historiske data Du kan bruge s\u00e6sonbestemte budjusteringer til at hj\u00e6lpe Smart Bidding med at forudse performance Indstil justeringer baseret p\u00e5 dine \u00f8nskede CPC-stigninger, ikke CVR-stigninger Brug det aldrig i mere end syv dage For at slette d\u00e5rlig data eller specifikke tidsperioder kan du bruge dataekskludering [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4668,"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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