{"id":4685,"date":"2024-04-25T13:44:52","date_gmt":"2024-04-25T11:44:52","guid":{"rendered":"https:\/\/savvyrevenue.com\/performance-max\/"},"modified":"2024-09-09T14:22:16","modified_gmt":"2024-09-09T12:22:16","slug":"performance-max","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/performance-max\/","title":{"rendered":"Performance Max: Et dybdeg\u00e5ende kig p\u00e5 fordele og ulemper"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"4685\" class=\"elementor elementor-4685 elementor-7346\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-fd937e4 e-flex e-con-boxed e-con e-parent\" data-id=\"fd937e4\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-698d1385 elementor-widget elementor-widget-text-editor\" data-id=\"698d1385\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2 id=\"h.1fob9te\">Opsummering<\/h2><ul><li id=\"h.3znysh7\">Min holdning: Performance Max er et paradoks. De annonc\u00f8rer, der f\u00e5r mest muligt ud af det, er mindre tilb\u00f8jelige til at bruge Performance Max &#8211; og omvendt.<\/li><li id=\"h.2et92p0\">Performance Max erstatter Smart Shopping, men det er meget mere end endnu en Shopping-kampagnetype.\u00a0Det er ikke en direkte erstatning, men snarere en helt ny version 2.0.<\/li><li>Performance Max vises p\u00e5 tv\u00e6rs af tekst-, display- og videoannoncer.<\/li><li>Performance Max vil overtage for dynamisk remarketing, dynamiske s\u00f8geannoncer, Shopping-kampagner og potentielt tekstannoncekampagner, der bruger &#8220;phrase\/broad match&#8221;.<\/li><li>Man skal v\u00e6re endnu mere p\u00e5passelig, n\u00e5r man \u00f8ger budgetter til Performance Max, end med Smart Shopping, for at undg\u00e5, at man spilder sit budget p\u00e5 Display.<\/li><li>Performance Max kan og vil sandsynligvis overtage tronen for 70% af de interne annonc\u00f8rer, der bruger Smart Shopping i dag.<\/li><li>Performance Max vil sj\u00e6ldent blive brugt i SavvyRevenue.<\/li><\/ul><h2 id=\"h.tyjcwt\">Introduktion<\/h2><p>Det her er vores meget omhyggeligt indsamlede noter fra b\u00e5de interne eksperimenter og samtaler med folk i branchen. Vi fik f\u00f8rst for alvor testet Performance Max i februar i \u00e5r (2022), da det ikke var hensigtsm\u00e6ssigt at teste i et meget travlt Q4 sidste \u00e5r. S\u00e5 meget i denne artikel er kun baseret p\u00e5 et par m\u00e5neders test.<\/p><p>Der er allerede skrevet mange artikler om det grundl\u00e6ggende i Performance Max, s\u00e5 jeg t\u00e6nkte, at jeg ville l\u00e6gge ud med min personlige holdning.<\/p><h3 id=\"h.3dy6vkm\">Min mening om Performance Max<\/h3><p>Helt generelt tror jeg, at Performance Max har f\u00e5et et forkert label af mange (inkl. Google), fordi det erstatter Smart Shopping.<\/p><p>Men det er ikke en direkte erstatning for Smart Shopping. Det er en udvidelse af Smart Shopping-konceptet.<\/p><p>F\u00f8r jeg dykker ned i min mening om Performance Max, vil jeg gerne fort\u00e6lle en kort historie om, hvordan vi kom til, hvor vi er i dag.<\/p><p>Da Smart Shopping blev introduceret, hadede konsulenter (mig selv inklusiv) den sorte boks. Og jeg tror stadig ikke, at det er den rette vej at g\u00e5 at skjule data for annonc\u00f8rer. Der er mange scenarier, hvor proaktive input fra annonc\u00f8rer selv kan forbedre performance dramatisk.<\/p><p>Du kan dog ikke argumentere mod den performance, som de fleste annonc\u00f8rer oplevede, da de gik fra en Standard Shopping-ops\u00e6tning (med manuel budgivning) til en Smart Shopping-ops\u00e6tning.<\/p><p>Smart Shopping var en bedre m\u00e5de at k\u00f8re Google Shopping-kampagner p\u00e5, ford<strong>i det tvang annonc\u00f8rer til at bruge Smart Bidding.<\/strong>\u00a0Kort sagt, de fleste annonc\u00f8rer (og bureauer) k\u00f8rte en alt for simpel Google Shopping-ops\u00e6tning, der underperformede.<\/p><p>Derfor var mere komplekse taktikker som <a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/soegeord-google-shopping\/\">opdeling af s\u00f8getermer<\/a>\u00a0(hvor du fik noget af kontrollen tilbage p\u00e5 s\u00f8geordsbudgivning til Shopping) s\u00e5 effektive i starten.\u00a0Vi kunne fordoble eller endda tredoble oms\u00e6tningen \/ROAS tilbage i 2017-2019 bare ved hj\u00e6lp af en kampagnestruktur der opdelte s\u00f8getermer.<\/p><p>Siden da er Smart Bidding blevet meget mere effektivt. Det kan byde p\u00e5 s\u00f8getermsniveau, hvilket betyder, at det har en fordel i forhold til manuel budgivning for Google Shopping.<\/p><p>Dette tager os tilbage til l<strong>anceringen af Performance Max &#8211; <\/strong>&#8220;erstatningen&#8221; for Smart Shopping.<\/p><p>Performance Max er mere end bare Google Shopping, og det er problemet.<\/p><p>N\u00e5r du som annonc\u00f8r skifter fra Smart Shopping til Performance Max, bruger du ikke kun penge p\u00e5 Shopping-annoncer, men ogs\u00e5 p\u00e5\u00a0<strong>tekstannoncer, displayannoncer<\/strong><strong>, Gmail-annoncer og videoannoncer<\/strong>, hvis du f\u00f8lger best practice fra Google.<\/p><p>Hvad hvis jeg ikke vil bruge penge p\u00e5 displayannoncer? Eller YouTube-annoncer?<\/p><p>Enhver, der har lavet bare en smule display- eller YouTube-annoncer, ved, at det at bruge &#8220;en lille smule&#8221; p\u00e5 generisk Display \/ YouTube-annoncer er som at smide penge ud af vinduet.<\/p><p>Og det er, hvad Performance Max er. Det lover at bruge en lille smule eller en masse penge p\u00e5 alle annonceformaterne\u00a0fra Google.\u00a0Men er det virkelig det, man \u00f8nsker?<\/p><p>Annonc\u00f8rer i Savvy med <strong>velfungerende Display- eller YouTube-programmer vil aldrig <\/strong>tage deres ops\u00e6tning og smide den ind i Performance Max. De har brugt ressourcer p\u00e5 at udvikle kreative aktiver, der passer til det rette publikum p\u00e5 det helt rigtige tidspunkt.<\/p><p>Og <strong>annonc\u00f8rer, der ikke har ressourcerne <\/strong>til at arbejde effektivt med deres Display\/Youtube, <strong>b\u00f8r<\/strong>\u00a0ikke bruge deres budget p\u00e5 Display\/YouTube ved brug af d\u00e5rligt annonce-materiale.<\/p><p>S\u00e5 for mig er det et paradoks at udnytte Performance Max til fulde. Det lover at vise dine annoncer bedre p\u00e5 tv\u00e6rs af alle Googles Annonceformater. Hvilket lyder fantastisk. Lige indtil du indser, at du stadig er begr\u00e6nset af det annonce-materiale, du opretter.<\/p><p>Og hvis du bruger tid \/ penge \/ ressourcer p\u00e5 at skabe fantastiske aktiver, hvorfor s\u00e5 bare smide dem ind i en Performance Max-kampagne? Hvorfor ikke k\u00f8re dem selv? Med en strategi? Med den viden du har.<\/p><p>Det var min holdning om Performance Max for SavvyRevenue.<\/p><p>Men for interne teams og andre ikke-specialiserede bureauer er verden m\u00e5ske ikke s\u00e5 sort og hvid.<\/p><p>S\u00e5 lad os dykke ned i Performance Max-kampagner.<\/p><h2 id=\"h.1t3h5sf\">Hvad er nyt med Performance Max?<\/h2><p>Hvis du er helt ny til Performance Max-kampagner, vil jeg anbefale, at du ser denne video fra Google:<\/p><p><div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe title=\"Performance Max campaigns: General concepts video | Google Ads\" width=\"500\" height=\"281\" data-category-consent=\"cookie_cat_marketing\" src=\"about:blank\" data-consent-src=\"https:\/\/www.youtube-nocookie.com\/embed\/ghM5eKVVdOo?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><\/p><p>Hovedomr\u00e5derne er:<\/p><p><strong>Udvidelse af <\/strong><strong>Ad Inventory<\/strong><strong>: <\/strong>Google viser Shopping-annoncer, tekstannoncer, videoannoncer og displayannoncer p\u00e5 tv\u00e6rs af hele deres beholdning.\u00a0Dette svarer til, hvad Smart Shopping <strong>blev lovet til \/ skulle<\/strong>\u00a0g\u00f8re oprindeligt.<\/p><p>Indf\u00f8relsen af <strong>aktivgrupper<\/strong>\u00a0best\u00e5ende af:<\/p><ul><li>Aktiver: Annoncetekst, billeder\/bannere og videoer<\/li><li>Opslagsgruppe: Produkter, der skal m\u00e5lrettes mod (ogs\u00e5 kaldet produktgrupper)<\/li><li>M\u00e5lgruppesignaler: En blanding af m\u00e5lgrupper, du tilf\u00f8jer<\/li><\/ul><p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/image6-2.jpg\" alt=\"eksempel p\u00e5 performance max r\u00e6kkevidde\" width=\"1600\" height=\"1346\" \/><\/p><p><strong>Integrerede dynamiske s\u00f8geannoncer: <\/strong>Performance Max-kampagner har mulighed for at fungere som din Dynamic Search Ads-kampagne.<\/p><p>Introducerede et nyt koncept kaldet <strong>Audience Signals<\/strong>: Du tilf\u00f8jer m\u00e5lgrupper, der hj\u00e6lper med at styre Performance Max til at skabe forbindelse\u00a0til dit publikum.\u00a0Dybest set er det bare en ny m\u00e5lgruppefane.<\/p><p><strong>Adgang til &#8220;S\u00f8getermer&#8221;: <\/strong>Der er overblik over din performance, hvor du kan se den samlede performance p\u00e5 tv\u00e6rs af de vigtigste s\u00f8geordstemaer.<\/p><h3 id=\"h.4d34og8\">Fordele ved Performance Max<\/h3><ul><li>Performance er bedre right-out-the-box sammenlignet med Standard Shopping<\/li><li>Vises p\u00e5 anden Ad Inventory (tekstannoncer, display, YouTube) end blot Shopping<\/li><li>Sparer tid og ressourcer<\/li><\/ul><h3 id=\"h.2s8eyo1\">Ulemper ved Performance Max<\/h3><ul><li>Vises p\u00e5 anden Ad Inventory (tekstannoncer, display, YouTube) end blot Shopping<\/li><li>Ingen indsigt i, hvor meget der g\u00e5r til forskellige m\u00e5lgrupper (dvs. remarketing, eksisterende kunder) &#8211; en ret stor deal for store brands (IMO)<\/li><li>Meget lidt indsigt i opdeling mellem brand vs ikke-brand s\u00f8gninger (igen, et stort problem for store brands)<\/li><li>Du kan ikke skelne mellem mobil vs. desktop ROAS-m\u00e5l (bortset fra v\u00e6rdiregler)<\/li><li>Ingen &#8220;nudging&#8221; baseret p\u00e5 dine indsigter &#8211; du skal vente p\u00e5, at maskinen l\u00e6rer<\/li><li>Det vil pr\u00f8ve produkter \/ annoncer, det ikke burde<\/li><li>Stigende budgetter kan fokusere p\u00e5 urentabel annoncebeholdning for dig<\/li><li>Tilsides\u00e6tter alle andre Shopping-indsatser (p\u00e5 tidspunktet for denne offentligg\u00f8relse)<\/li><\/ul><p>Det var mange ulemper. Men de tre fordele er vigtige nok til at tilsides\u00e6tte mange af ulemperne, <strong>hvis du er ligeglad med dem.<\/strong><\/p><p>Selv med disse ulemper er der stadig tre n\u00f8glescenarier, hvor Performance Max kan v\u00e6re den rette kampagnetype for dig. S\u00e5 lad os springe ud i det!<\/p><h3 id=\"h.17dp8vu\">Hvorn\u00e5r skal du bruge Performance Max?<\/h3><p><strong>1) Hvis du mangler ressourcer\/kompetencer:<\/strong><\/p><ul><li>Ikke nok tid til at udf\u00f8re en granul\u00e6r ops\u00e6tning<\/li><li>Manglende n\u00f8dvendig knowhow internt<\/li><li>Bureauet bliver ved med at love jer hele verden<\/li><\/ul><p><strong>2) Etablerede webshops<\/strong><\/p><ul><li>Du er fokuserer ikke p\u00e5 hyperoptimering<\/li><li>Google Shopping er ikke en\u00a0hovedkanal<\/li><li>Flere data = bedre performance fra algoritmer<\/li><\/ul><p><strong>3) Ingen &#8220;plan&#8221;<\/strong><\/p><ul><li>Ingen aktiviteter p\u00e5 YouTube eller Display<\/li><li>Search er ikke udbygget<\/li><li>Det k\u00f8rer alligevel p\u00e5 fuld automatisering<\/li><\/ul><p>Er det modsatte tilf\u00e6ldet, er det omvendt det, der taler for <strong>ikke<\/strong>\u00a0at bruge Performance Max.<\/p><h3 id=\"h.3rdcrjn\">Hvordan adskiller Performance Max sig fra Standard Shopping?<\/h3><p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/In-Article-Illustrations-Performance-Max-Walkthrough_V1_110422_In-Article-Illustrations-Performance-Max-Walkthrough_V1-1.png\" alt=\"Tabel over forskelle mellem Performance Max og Standard Shopping kampagner\" width=\"1024\" height=\"370\" \/><\/p><h3 id=\"h.26in1rg\">Hvilken p\u00e5virkning vil Performance Max have p\u00e5 andre kampagner?<\/h3><p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/In-Article-Illustrations-Performance-Max-Walkthrough_V1_110422_In-Article-Illustrations-Performance-Max-Walkthrough_V1-2.png\" alt=\"Tabel over p\u00e5virkninger Performance Max har p\u00e5 andre kampagner\" width=\"1024\" height=\"600\" \/><\/p><p>Dette diagram er fra min ven Dennis, der driver<a href=\"https:\/\/www.storegrowers.com\/\">\u00a0Store-Growers.com<\/a>, der fik det fra <a href=\"https:\/\/www.linkedin.com\/pulse\/my-two-cents-performance-max-campaigns-alex-van-de-pol\/\">Alex Van de Pol<\/a>.<\/p><h2 id=\"h.lnxbz9\">Udfordringerne ved annoncebeholdning<\/h2><p>Min st\u00f8rste udfordring med Performance Max er, at du ikke har fuld kontrol over, hvad dit budget bliver brugt p\u00e5.<\/p><p>Som jeg n\u00e6vnte tidligere er Performance Max<strong>\u00a0ikke en Google Shopping-kampagnetype<\/strong>. Det er noget helt nyt. Men fordi det erstatter Smart Shopping, s\u00e5 forventer alle, at det er det samme.<\/p><p>Vi har allerede set, at en <em>for stor<\/em>\u00a0\u00f8gning af budgettet i Smart Shopping resulterer i, at kampagnen udvides til Display-netv\u00e6rket:<\/p><p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/image4-3.jpg\" alt=\"Hvordan du mister kontrol med Performance max\" width=\"1600\" height=\"576\" \/><\/p><p>Det samme vil ske for Performance Max &#8211; bare endnu mere end du oplever med Smart Shopping.<\/p><p><strong>At \u00f8ge dit budget er noget, <\/strong>du skal v\u00e6re mere forsigtig med, n\u00e5r du bruger Performance Max, da det \u00e5bner d\u00f8ren til andre annoncebeholdninger.<\/p><p>Lad os l\u00f8be gennem et eksempel:<\/p><p>Du kan se en 500% ROAS for din Performance Max kampagne ved et dagligt ad spend p\u00e5 $1.000.<\/p><p>For at f\u00e5 al mulig trafik fra Shopping Ads, mens du opretholder en 500% ROAS, s\u00e6tter du et ROAS-m\u00e5l p\u00e5 500% og \u00f8ger dit daglige budget til $3.000.<\/p><p>ROAS-m\u00e5let p\u00e5 500% &#8220;sikrer&#8221;, at du rammer de 500% ROAS, men budgetstigningen fort\u00e6ller Performance Max, at du har et ubegr\u00e6nset budget.<\/p><p>Du \u00f8nsker nemlig at bruge s\u00e5 meget som muligt p\u00e5 Shopping Ads.<\/p><p>Men &#8211; da Performance Max kan se at dette budget stiger, beslutter det sig for f\u00f8lgende opdeling:<\/p><ul><li>$800 til Shopping-annoncer<\/li><li>$200 til tekstannaoncer<\/li><li>$100 til displayannoncer<\/li><\/ul><p>For at kompensere for den lavere ROAS p\u00e5 tekst og Display Ads, har Performance Max brug for en h\u00f8jere ROAS fra Shopping-annoncerne.<\/p><p>Dette er et teoretisk eksempel, men intet vi ikke har set ske i Smart Shopping allerede. S\u00e5 det er ikke nogen helt s\u00f8gt tanke, at det samme vil ske i Performance Max ogs\u00e5.<\/p><h2 id=\"h.35nkun2\">Dynamiske s\u00f8geannoncer uden indsigt i s\u00f8getermer?<\/h2><p>Ja, det er en forf\u00e6rdelig id\u00e9. Men det er, hvad du f\u00e5r med Performance Max.<\/p><p>Har du set en kampagne for dynamiske s\u00f8geannoncer, der ikke kr\u00e6vede nogen finjustering? Der ikke kannibaliserede brands\u00f8gninger? Der ikke k\u00f8rte annoncer for jeres blog?<\/p><p>Jeg har ikke. Og det er grunden til, at jeg ikke kan lide, at dynamiske s\u00f8geannoncer bliver indlejret i Performance Max.<\/p><p>Igen vil jeg gerne gentage, at jeg &#8211; <strong>Andrew af SavvyRevenue <\/strong>&#8211; ikke kan lide det til generelle form\u00e5l. Men som jeg n\u00e6vnte ovenfor: Hvis du aldrig gennemg\u00e5r dine dynamiske s\u00f8geannoncer eller k\u00f8rer en \u201chyper-optimeret\u201d Google Ads-konto, s\u00e5 er det virkelig ligegyldigt.<\/p><h2 id=\"h.1ksv4uv\">Kan Performance Max fungere &#8220;som Smart Shopping&#8221;?<\/h2><p>Teknisk set, hvis du opretter en Performance Max kampagne uden at tilf\u00f8je nogle aktiver til det (ingen URL&#8217;er, ingen overskrifter, ingen billeder, ingen videoer), s\u00e5 b\u00f8r det fokusere p\u00e5 Shopping Ads formatet p\u00e5 tv\u00e6rs af hele lagerbeholdningen:<\/p><ul><li>Shoppingannoncer<\/li><li>Dynamisk display<\/li><li>YouTube-annoncer<\/li><li>Gmail-annoncer<\/li><\/ul><p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/image2-9.png\" alt=\"Image2\" \/><\/p><p>Men du vil ikke aktivt blive vist p\u00e5 almindelige YouTube annoncer eller tekstannoncer.<\/p><p>Jeg har det ambivalent med det.<\/p><p>P\u00e5 den ene side tror jeg, det vil v\u00e6re et smart sted at starte din overgang fra Smart Shopping. Det er den bedste m\u00e5de at sikre, at du ikke spilder dit budget umiddelbart efter overgangen til Performance Max.<\/p><p>P\u00e5 den anden side f\u00f8ler jeg, at det g\u00e5r mod form\u00e5let. Et smuthul kan til enhver tid lukkes eller ikke fungere efter hensigten.<\/p><p>Hvis du kun vil k\u00f8re med Shopping-annoncer, skal du bare bruge tiden p\u00e5 at l\u00e6re at ops\u00e6tte Standard Shopping-kampagner med Smart Budgivning.<\/p><p>Smart budgivning er blevet effektiv, og listen over budsignaler, der er specifikke for Google Shopping, er ret imponerende:<\/p><p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/image3-8.png\" alt=\"Smart Bidding er blevet effektiv med alle de signaler den har adgang til.\" width=\"1133\" height=\"634\" \/><\/p><h3 id=\"h.44sinio\">Min s\u00f8lvpapirshats-teori<\/h3><p>Ligesom mange andre i PPC-spacet, tror jeg, at annonc\u00f8reres skifte til den sorte boks, vi kalder Smart Shopping, var katalysatoren for, at Google hoppede ud i at lave en kampagnetype som Performance Max.<\/p><p>Jeg drev et stort bureau med 150 medarbejdere og 1-2000 kunder. Hvad nu, hvis hver eneste kunde betalte os 49 dollars om m\u00e5neden for en Remarketing Display-kampagne?<\/p><p>Regnestykket var ret godt:<\/p><p>1500 kunde til 250 kr.\/m\u00e5ned. ville resultere i 375.000 kroner i ekstra oms\u00e6tning hver m\u00e5ned &#8211; <strong>4.500.000 kroner i ren fortjeneste hvert \u00e5r<\/strong>.Vi gjorde aldrig noget ved det, men forslaget var oppe at vende&#8230;<\/p><p>Nu er jeg ikke et af de mennesker, der tror, at Google g\u00f8r alt i ond tro.<\/p><p>Men jeg ville blive overrasket, hvis ikke der var en id\u00e9 som ovenst\u00e5ende oppe at vende, om Performance Max-kampagner. Med millioner af annonc\u00f8rer og 500-5.000 kroner\/m\u00e5ned ekstra ville det stadig v\u00e6re betydeligt for Googles oms\u00e6tning.<\/p><h2 id=\"h.2jxsxqh\">Skal du skifte fra Smart Shopping til Performance Max?<\/h2><p>Som bureau hopper vi ikke med p\u00e5 vognen. Grunden er ret simpel. Vi kan ikke forsvare overfor vores kunder, at vi ikke ved, hvor deres budget bliver brugt.<\/p><p>Det er dealbreakeren for os.<\/p><p>Men burde <strong>du?<\/strong><\/p><p>Mit svar vil sandsynligvis v\u00e6re det, du regnede med:<\/p><p>Ja.<\/p><p>Mange in-house teams, og s\u00e5gar bureauer, jeg har talt med gennem \u00e5rene, er blevet super afh\u00e6ngige af Smart Shopping. Det st\u00e5r ofte for 50-80% af deres oms\u00e6tning fra Google Ads.<\/p><p>At skifte tilbage til Standard Shopping (dog med Smart Budgivning) vil for de fleste kr\u00e6ve, at de bruger mere tid p\u00e5 at arbejde med Shopping, end de har gjort tidligere.\u00a0Der er flere elementer, der kan g\u00e5 galt. Det er ikke s\u00e5 selvoptimerende som Smart Shopping var. Der er flere knapper, du kan trykke p\u00e5, der vil \u00f8del\u00e6gge performance, hvis du ikke ved, hvad du g\u00f8r.<\/p><p>Selv om jeg ikke er vild med &#8220;Ad Inventory-problemerne&#8221; med Performance Max, eller overlappet med andre eksisterende kampagner, s\u00e5 er der, n\u00e5r dagen er omme, en ting, der adskiller det at k\u00f8re Shopping in-house og at hyre et bureau til det.<\/p><p>Et bureau f\u00e5r penge for at v\u00e6re eksperterne. Det g\u00f8r in-house teamet ikke.<\/p><p>Det er ok ikke at have alle svarene som in-house team. Og at Performance Max bruger lidt af budgettet p\u00e5 Display eller Youtube er ok. \u00a0Det er en del af gamet.<\/p><p>Men som et bureau specialiseret i PPC for eCommerce-virksomheder, kan vi ikke forsvare det.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Opsummering Min holdning: Performance Max er et paradoks. De annonc\u00f8rer, der f\u00e5r mest muligt ud af det, er mindre tilb\u00f8jelige til at bruge Performance Max &#8211; og omvendt. Performance Max erstatter Smart Shopping, men det er meget mere end endnu en Shopping-kampagnetype.\u00a0Det er ikke en direkte erstatning, men snarere en helt ny version 2.0. Performance [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4693,"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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