{"id":4695,"date":"2022-05-17T13:56:18","date_gmt":"2022-05-17T11:56:18","guid":{"rendered":"https:\/\/savvyrevenue.com\/responsive-sogeannoncer-optimering\/"},"modified":"2024-05-01T18:53:48","modified_gmt":"2024-05-01T16:53:48","slug":"responsive-sogeannoncer-optimering","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/responsive-sogeannoncer-optimering\/","title":{"rendered":"Optimering af responsive s\u00f8geannoncer for webshops"},"content":{"rendered":"<h3 id=\"h.1fob9te\">Opsummering<\/h3>\n<ul>\n<li>Responsive s\u00f8geannoncer er overordnet en opgradering af gamle annonceformater<\/li>\n<li>Fordi man ikke kan s\u00e6tte et m\u00e5l, holder det annoncerne fra at v\u00e6re s\u00e5 effektive, som de kunne v\u00e6re<\/li>\n<li>Lad v\u00e6re med at teste for meget: 5 rigtig gode overskrifter er bedre end 3 gode, 3 nogenlund og 3 d\u00e5rlige<\/li>\n<li>Ad strength betyder noget<\/li>\n<li>Det er virkelig sv\u00e6rt at forst\u00e5, hvilke aktiver der konverterer bedst<\/li>\n<li>Annoncevarianter-funktionen\u00a0lader til at v\u00e6re den bedste m\u00e5de at A\/B-teste aktiver.<\/li>\n<\/ul>\n<h3 id=\"h.2et92p0\">Intro<\/h3>\n<p>Jeg tror p\u00e5, at responsive s\u00f8geannoncer har potentiale til at blive en af de bedste tiltag, Google har indf\u00f8rt siden Google Shopping.<\/p>\n<p>Med responsive s\u00f8geannoncer kan man effektivt teste annoncer uden at have st\u00e6rke tekniske f\u00e6rdigheder. Bare tilf\u00f8j nye aktiver og s\u00e5 tager Googles automatisering sig af resten. Meget lig den m\u00e5de Facebook har gjort det i lang tid.<\/p>\n<p>Men i skrivende stund er det ikke kun lutter lagkage.<\/p>\n<p>Efter min mening er farerne ved responsive s\u00f8geannoncer:<\/p>\n<ul>\n<li>Du kan ikke selv kontrollere, hvorvidt du helst vil have en h\u00f8j konverteringsrate vs click through rate<\/li>\n<li>Du kan ikke rigtigt optimere dem p\u00e5 tv\u00e6rs af kampagner. Du kan ikke akkumulere data for dine aktiver, og derfor bliver optimering meget kedeligt og\/eller g\u00e6tv\u00e6rk.<\/li>\n<li>Der er ingen gennemsigtighed i, hvad der kendetegner gode vs. d\u00e5rligt performende aktiver<\/li>\n<\/ul>\n<p>Jeg kan generelt godt lide tanken om responsive s\u00f8geannoncer. Tilf\u00f8j annonceaktiver og Google vil teste dem direkte? Oven i det vil Google s\u00e5 registrere og vise, hvis en annonce konverterer bedre med et bestemt s\u00f8geord eller m\u00e5lgruppe\u00a0frem for andet?<\/p>\n<p>Det lyder n\u00e6sten som en snydekode.<\/p>\n<p>Men ligesom med mange andre ting Google-tiltag er det ikke perfekt. Smart budgivning var forf\u00e6rdeligt, da det f\u00f8rst udkom. Nu er det ret godt.<\/p>\n<p>Jeg tror, at det samme g\u00e6lder responsive s\u00f8geannoncer. Jeg byder alt, der g\u00f8r det nemmere at teste annoncer velkomment med \u00e5bne arme. Jeg har l\u00e6nge ment, at det er en optimeringstaktik, der langt fra bliver udnyttet nok. Og jeg ved, at Google har dataen til at underst\u00f8tte det (f. eks. hvordan de forf\u00e6rdelige annonceforslag kan konvertere bedre p\u00e5 dovne annoncekonti, der aldrig bliver optimeret).<\/p>\n<p>Det, som responsive s\u00f8geannoncer mangler, er det samme, som mange andre af Googles annoncefunktioner:<\/p>\n<blockquote><p>Responsive s\u00f8geannoncer mangler det menneskelige overblik.<\/p><\/blockquote>\n<p>Jeg ville elske at v\u00e6re i stand til at:<\/p>\n<ol>\n<li>V\u00e6lge, om jeg foretr\u00e6kker click through rate, konverteringsrate, oms\u00e6tning eller ROAS<\/li>\n<li>Analysere data for annonceaktiver p\u00e5 tv\u00e6rs af annoncegrupper<\/li>\n<li>Analysere data for annonceaktiv-kombinationer p\u00e5 tv\u00e6rs af annoncegrupper<\/li>\n<\/ol>\n<p>Hvis dette skete, tror jeg p\u00e5, at responsive s\u00f8geannoncer ville v\u00e6re fantastisk.<\/p>\n<p>Jeg ved godt, hvorfor de ikke har det endnu. Nye funktioner, der er beregnet til masserne indeholder sj\u00e6ldent elementer til fagfolkene.<\/p>\n<p>S\u00e5 indtil vi f\u00e5r dette, vil vi hos SavvyRevenue arbejde med responsive s\u00f8geannoncer p\u00e5 m\u00e5den \u00a0der bliver forklaret under The Playbook afsnitet l\u00e6ngere nede.<\/p>\n<p><strong>En hurtig terminologiforklaring:<\/strong><\/p>\n<ul>\n<li>RSA&#8217;er: Responsive s\u00f8geannoncer<\/li>\n<li>Annonceaktiver: Overskrifter eller beskrivelser, du f\u00f8jer til responsive s\u00f8geannoncer<\/li>\n<\/ul>\n<h2 id=\"h.tyjcwt\">Myten: RSA&#8217;er vises mere<\/h2>\n<p>Det er noget, der ofte bliver sagt, men vi har altid rynket lidt p\u00e5 n\u00e6sen over det. Hvorfor skulle Google vise en responsiv s\u00f8geannonce fra konto A mere end en ETA fra konto B? Det ville s\u00e6nke konkurrenceniveauet p\u00e5 aktionen.<\/p>\n<p>Det samme g\u00e6lder, hvis Google giver ETA&#8217;er et lavere kvalitetsresultat, bare fordi det er en ETA. Det giver meget lidt mening.<\/p>\n<p>Vores g\u00e6t \u2014 om end et professionelt et\u2014 er, at dette er noget vr\u00f8vl.\u00a0Ja, du kan se en st\u00f8rre klikvolumen ved at skifte til RSA&#8217;er. Men det skyldes tre ting:<\/p>\n<ol>\n<li>Du er endelig ved at optimere dine annoncer<\/li>\n<li>At blande forskellige aktiver klarer sig bedre end din gamle statiske annonce<\/li>\n<li>Og s\u00e5 den helt store: RSA&#8217;er favoriserer annonceaktiver med h\u00f8j CTR<\/li>\n<\/ol>\n<p>S\u00e5 ja, til dels giver dine nye RSA&#8217;er dig en st\u00f8rre volumen. Men det er ikke, fordi det er en responsive s\u00f8geannonce. Hvis du tilf\u00f8jer n\u00f8jagtig de samme aktiver fra en udvidet tekstannonce til en responsiv s\u00f8geannonce, b\u00f8r det ikke give flere visninger af sig selv.<\/p>\n<h2 id=\"h.3dy6vkm\">Konverteringsrate vs click through rate?<\/h2>\n<p>Konverteringer vs. kliks?<\/p>\n<p>Oms\u00e6tning vs. kliks?<\/p>\n<p>Hvad er vigtigst?<\/p>\n<p>Det gamle sp\u00f8rgsm\u00e5l om, hvorvidt det er en annonces ansvar at f\u00e5 et klik eller at hj\u00e6lpe med en konvertering, er blevet meget relevant igen.<\/p>\n<p>Fremtr\u00e6dende personer, s\u00e5som Frederick Vallaeys, mener, at en annonces job er at f\u00e5 s\u00e5 mange mennesker til at klikke p\u00e5 annoncen som muligt.\u00a0F.eks. at f\u00e5 s\u00e5 h\u00f8j en click through rate som muligt. Hjemmesiden skal s\u00e5 st\u00e5 for at konvertere denne trafik.<\/p>\n<p>Jeg h\u00f8rer selv til den anden lejr (selvom det ikke er s\u00e5 sort og hvidt).<\/p>\n<p>Jeg tror p\u00e5, at annoncer er kernen i, hvorvidt en konvertering sker eller ej. Sker der en konvertering, hvis annoncen er fremragende, og hjemmesiden er d\u00e5rlig? Nej.<\/p>\n<p>Sker der en konvertering, hvis annoncen er d\u00e5rlig, og hjemmesiden er fantastisk? Ja.<\/p>\n<p>Vil du f\u00e5 flere konverteringer, hvis du pr\u00e6kvalificerede dine bes\u00f8g med en annonce, f\u00f8r de bes\u00f8ger hjemmesiden?\u00a0<strong>Helt sikkert. <\/strong><\/p>\n<p>Hvorfor overhovedet n\u00e6vne det?<\/p>\n<p>Ser du, RSA&#8217;er er <em>berygtede <\/em>for at fokusere p\u00e5 annonceaktiver med click through rater versus h\u00f8je konverteringsrater.<\/p>\n<p>Hvilket betyder, at dine nye responsive s\u00f8geannoncer kan tiltr\u00e6kke flere klik, men vil p\u00e5 samme tid konvertere f\u00e6rre bes\u00f8gende.<\/p>\n<p>H\u00f8jere omkostninger til lavere konverteringsrater resulterer i langt lavere ROAS. <strong>Ikke godt.<\/strong><\/p>\n<p>Det er derfor, at vi skal v\u00e6re forsigtige med blot at tilf\u00f8je et v\u00e6ld af tilf\u00e6ldige, ikke s\u00e5 gennemt\u00e6nkte annonceaktiver til vores annoncer.<\/p>\n<p>Best practice fra Google er:<\/p>\n<ul>\n<li>Tilf\u00f8j s\u00e5 mange som muligt, og vi vil finde dem, der performer bedst.<\/li>\n<li>Det g\u00f8r ikke noget, hvis nogle er d\u00e5rlige. Vi skal nok sortere dem fra.<\/li>\n<\/ul>\n<p>Og det er glimrende. Det kan jeg virkelig godt lide. Alt, der g\u00f8r annonce-testning lettere, er efter min mening en enorm gevinst.<\/p>\n<p>Men problemet opst\u00e5r, n\u00e5r vi ikke kan beslutte, hvad god performance rent faktisk betyder. Er det en h\u00f8j CTR eller h\u00f8je konverteringsrater (eller h\u00f8j AOV eller en h\u00f8j ROAS?).<\/p>\n<p>Ideelt set b\u00f8r det v\u00e6re et mix af alle metrics. Den perfekte balance, der giver dig mest bang for the buck.<\/p>\n<p>S\u00e5dan fungerer det ikke. Endnu. S\u00e5 s\u00e5dan her har vi arbejdet med RSA&#8217;er og undg\u00e5et at falde i f\u00e6lden med lav CTR.<\/p>\n<h2 id=\"h.1t3h5sf\">Vores framework til at f\u00e5 mest ud af RSA&#8217;er<\/h2>\n<p>Vi kan g\u00f8re det her forholdsvis enkelt, eftersom vi tidligere har skrevet meget grundigt om, hvordan man skriver effektive ecommerce-annoncetekster til Google Ads.<\/p>\n<p><strong>1) Tilf\u00f8j ikke for mange aktiver:<\/strong><\/p>\n<p>De fleste PPC\u2019ere er ikke tekstforfattere, s\u00e5 der er gode chancer for, at du vil begynde at tilf\u00f8je d\u00e5rlige annonceaktiver, der bringer meget lidt v\u00e6rdi, hvis du fors\u00f8ger at udfylde de 10-15 overskrifter RSA&#8217;er tillader.<\/p>\n<p>Fokuser p\u00e5 at skrive overskrifter<strong>\u00a0af h\u00f8j kvalitet med forskellige temaer i stedet for at skrive mange overskrifter.<\/strong><\/p>\n<p><strong>2) Overvej dine trafikniveauer:<\/strong><\/p>\n<p>Fire konverteringer de sidste 30 dage, men du har 10 overskrifter og 4 beskrivelser i en RSA? Det er 40 annoncekombinationer. S\u00e5 er det ikke m\u00e6rkeligt, at Google bruger CTR, da det er den eneste metric med nok volumen, Google faktisk kan stole p\u00e5.<\/p>\n<p><strong>3) At oprette 2-3 RSA&#8217;er med forskellige temaer og f\u00e5 aktiver er en god strategi:<\/strong><\/p>\n<p>En anden m\u00e5de at arbejde med RSA&#8217;er er at behandle dem, som du ville med normal ETA&#8217;er.<\/p>\n<p>Opret 2-3 annoncer, som I tester mod hinanden:<\/p>\n<p>RSA 1: Prisfokuseret<\/p>\n<p>RSA 2: Fokuseret p\u00e5 udvalget<\/p>\n<p>RSA 3: Fokuseret p\u00e5 udvalget &#8211; andet ordvalg<\/p>\n<p>Opret ikke for mange overskrifter og kun to beskrivelser.<\/p>\n<p>Fastg\u00f8r overskrift 1.<\/p>\n<p><strong>4) Hvis alt andet mislykkes: <\/strong><strong>Fastg\u00f8r, fastg\u00f8r, fastg\u00f8r<\/strong><\/p>\n<p>Der er ingen skam i at fastg\u00f8re overskrifter.<\/p>\n<p>Gutterne hos Hanapin Marketing har skrevet en god artikel, der indikerer, at Ad Strength ikke er lig med resultater med kvalitet eller direkte p\u00e5virker dine impressions.<\/p>\n<p>Derfor er det OK bare at fastg\u00f8re den overskrift, du vil have.<\/p>\n<p>Det vil f\u00f8les forkert. Som om du g\u00f8r noget, du ikke burde g\u00f8re. Men som jeg siger til vores nye folk:<\/p>\n<p>Til at starte med at du n\u00f8dt til at l\u00e6re best practice for at blive god. Men det er f\u00f8rst, n\u00e5r du l\u00e6rer, hvordan du bryder fri fra best practice, at du bliver <strong>rigtig god.<\/strong><\/p>\n<h3 id=\"h.4d34og8\">Responsiv s\u00f8geannoncer til ecommerce &#8211; eksempler<\/h3>\n<p>G\u00f8r s\u00e5dan her: <strong>Overskrifter<\/strong><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Gode-eksempler-pa_-titler-til-Responsive-S_geannoncer.gif\" alt=\"Gode eksempler pa titler til responsive s\u00f8geannoncer\" width=\"1024\" height=\"400\" \/><\/p>\n<ul>\n<li>De nyeste Nike-sko<\/li>\n<li>Spar op til 30% p\u00e5 Nike<\/li>\n<li>Alle st\u00f8rrelser: 38 &#8211; 47<\/li>\n<li>V\u00e6lg mellem +100 Nike-modeller<\/li>\n<li>Nike-sko til b\u00f8rn og voksne<\/li>\n<li>Prismatch &amp; gratis forsendelse<\/li>\n<\/ul>\n<p>Ikke s\u00e5dan her: <strong>Overskrifter<\/strong><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Da_rlige-eksempler-pa_-titler-til-Responsive-s_geannoncer.gif\" alt=\"Da rlige eksempler pa titler til responsive s\u00f8geannoncer\" width=\"1024\" height=\"400\" \/><\/p>\n<ul>\n<li>De nyeste Nike-sko<\/li>\n<li>Nye Nike sko<\/li>\n<li>F\u00e5 nye Nike-sko her<\/li>\n<li>Spar op til 30% p\u00e5 Nike<\/li>\n<li>Nike Sko &#8211; Spar 30%<\/li>\n<li>30% Sommerudsalg p\u00e5 Nike<\/li>\n<li>Alle st\u00f8rrelser: 38 &#8211; 47<\/li>\n<li>St\u00f8rrelser fra 38 til 47<\/li>\n<li>Hver st\u00f8rrelse: 38 til 47<\/li>\n<\/ul>\n<p>Kan du se, hvad jeg gjorde der?<\/p>\n<p>I det gode eksempel skrev jeg 6 forskellige overskrifter.<\/p>\n<p>I det d\u00e5rlige eksempel skrev jeg tre forskellige overskrifter med lidt forskellige formuleringer. De siger dybest set det samme. Medmindre du bogstaveligt talt er Nike, vil du ikke have nok trafik til at teste forskellen mellem at sige:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Eksempel-pa_-et-annoncebudskab-Spar-op-til-30-pa_-Nike.png\" alt=\"Eksempel pa et annoncebudskab spar op til 30% pa nike\" \/><\/p>\n<p>Eller<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Eksempel-pa_-et-annoncebudskab-Nike-sko-Spar-30.png\" alt=\"Eksempel pa et annoncebudskab nike-sko - spar 30%\" width=\"1024\" height=\"370\" \/><\/p>\n<p>Jeg siger ikke, at der ikke kan v\u00e6re en forskel. Jeg siger bare, at det ikke er det, du skal teste i f\u00f8rste omgang.<\/p>\n<p>I f\u00f8rste omgang skal du fokusere p\u00e5 at teste, om et udsalgsbudskab performer bedre end ikke at have et udsalgsbudskab.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Eksempel-pa_-et-annoncebudskab-Spar-op-til-30-pa_-Nike-1.png\" alt=\"Eksempel pa et annoncebudskab spar op til 30% pa nike for responsive s\u00f8geannoncer\" width=\"1024\" height=\"370\" \/><\/p>\n<p>Konverterer bedre end budskabet om st\u00f8rrelser:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Eksempel-pa_-et-annoncebudskab-Alle-st_rrelser-37-46.png\" alt=\"Eksempel pa et annoncebudskab alle st rrelser 37 - 46 for responsive s\u00f8geannoncer\" width=\"1024\" height=\"370\" \/><\/p>\n<p>N\u00e5r du ved det, kan du begynde at arbejde p\u00e5, hvordan budskabet skal formuleres.<\/p>\n<h2 id=\"h.2s8eyo1\" style=\"visibility: hidden; font-size: 0;\">The Playbook<\/h2>\n<h3 id=\"h.1fob9te\"><img loading=\"lazy\" decoding=\"async\" style=\"text-align: center; font-size: 1.125em; font-weight: 400;\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/721671_Illustration-as-a-separatorA_052020-1.png\" alt=\"guide til responsive s\u00f8geannoncer\" width=\"1024\" height=\"248\" \/><\/h3>\n<h2 id=\"h.17dp8vu\">RSA&#8217;er og kampagner: S\u00e5dan g\u00f8r du<\/h2>\n<h4 id=\"h.3rdcrjn\">Anbefalet: Fastg\u00f8relse overskrift 2 og beskrivelse 1<\/h4>\n<ul>\n<li>Hvis annoncebudskabet er virkelig vigtig<\/li>\n<li>V\u00e6r opm\u00e6rksom p\u00e5, at du kan miste visninger ved at fastg\u00f8re<\/li>\n<\/ul>\n<p>Hvis du ikke \u00f8nsker at fastg\u00f8re overskrifter, vil vi anbefale, at du sikrer dig, at aktiverne er s\u00e5 forskellige som muligt.<\/p>\n<p>Her er et <strong>godt eksempel<\/strong>\u00a0p\u00e5 at skrive forskellige overskrifter for aktiver til en kampagne:<\/p>\n<ul>\n<li>S\u00f8geord + adjektiver<\/li>\n<li>Spar 20% i dag<\/li>\n<li>Udsalget slutter [Countdown]<\/li>\n<li>Udsalg p\u00e5 alle vare<\/li>\n<li>G\u00e6lder s\u00e5 l\u00e6nge lager haves.<\/li>\n<\/ul>\n<p>Et lignende <strong>d\u00e5rligt eksempel<\/strong>\u00a0er f\u00f8lgende:<\/p>\n<ul>\n<li>H1: S\u00f8geord + adjektiver<\/li>\n<li>H2: Spar 20% i dag<\/li>\n<li>H3: Sommerudsalg: Spar 20%<\/li>\n<li>H4: Udsalg: Spar 20%<\/li>\n<\/ul>\n<p>Ikke nok med at det f\u00e5r annoncen til at se d\u00e5rlig ud ved at vise ens overskrifter, s\u00e5 du spilder ogs\u00e5 plads i din annoncetekst, som du kan bruge til at fokusere p\u00e5 andre fordele.<\/p>\n<h2 id=\"h.26in1rg\">Hvad med dine annoncetilpasninger?<\/h2>\n<p>Dette fungerer som normalt &#8211; s\u00e5 der er ingen grund til at skrive mere om det. <a>L\u00e6s mere om det i Googles help center her<\/a>.<\/p>\n<h2 id=\"h.lnxbz9\">Ad Strength er ikke lig med h\u00f8j performance<\/h2>\n<p>Google vil give alle RSA&#8217;er en af fire scorer:<\/p>\n<ul>\n<li>D\u00e5rlig<\/li>\n<li>Middel<\/li>\n<li>God<\/li>\n<li>Fremragende<\/li>\n<\/ul>\n<p>Scoren p\u00e5virkes mest af:<\/p>\n<ul>\n<li>Er dine aktiver unikke?<\/li>\n<li>Har du stillet nok aktiver til r\u00e5dighed?<\/li>\n<li>Er dine s\u00f8geord inkluderet i dine aktiver?<\/li>\n<li>Fastg\u00f8relse vil p\u00e5virke din score negativt<\/li>\n<\/ul>\n<p>Adalysis lavede en omfattende analyse af betydningen af Ad Strength og n\u00e5ede til den overordnede konklusion: at have en fremragende versus d\u00e5rlig Ad Strength lader ikke til at p\u00e5virke din konto p\u00e5 nogen v\u00e6sentlig m\u00e5de.<\/p>\n<p><strong><a href=\"https:\/\/adalysis.com\/\">Adalysis giver f\u00f8lgende konklusioner om Ad Strength:<\/a><\/strong><\/p>\n<ul>\n<li>Ad strength lader til prim\u00e6rt at afspejle Googles annoncer og diversiteten af disse overskrifter.<\/li>\n<li>Hvis du bruger mindst 8 overskrifter, er det muligt at f\u00e5 en <em>fremragende<\/em>\u00a0Ad Strength. Men det er meget lettere at g\u00f8re det med 13 eller flere overskrifter.<\/li>\n<li>Dine annoncer kan alle have en <em>d\u00e5rlig<\/em>\u00a0Ad Strength, men stadig have h\u00f8je konverteringsrater. Du kan forbedre din Ad Strength fra <em>d\u00e5rlig <\/em>til<em>\u00a0fremragende <\/em>og ikke se en betydelig forbedring i CTR eller konverteringsrater.<\/li>\n<li>Hvis du har mindst 2 RSA&#8217;er i en annoncegruppe, vil RSA&#8217;en med den h\u00f8jeste Ad Atrength generelt f\u00e5 flere visninger, men der er mange undtagelser til dette.<\/li>\n<li>Selvom det kan v\u00e6re muligt at f\u00e5 en <em>fremragende <\/em>Ad Strength, n\u00e5r du fastg\u00f8r dine overskrifter, er det sj\u00e6ldent. En <em>god<\/em>\u00a0ad strength er dog nem at f\u00e5, n\u00e5r du fastg\u00f8r.<\/li>\n<\/ul>\n<p>RSA&#8217;er er lavet til at optimere performance i forhold til CTR. Jo h\u00f8jere en CTR, jo mere oms\u00e6tning til Google, men ikke n\u00f8dvendigvis flere konverteringer.<\/p>\n<p>Efter vores mening <b>burde du ikke optimere<\/b> din RSA for at f\u00e5 en h\u00f8jere Ad Strength, ligesom du ikke b\u00f8r optimere din Google Ads konto for \u201cbare\u201d at f\u00e5 en h\u00f8jere Optimization Score.<\/p>\n<h2 id=\"h.35nkun2\">S\u00e5dan gennemg\u00e5r og optimerer du responsive s\u00f8geannoncer<\/h2>\n<p>Det er her, RSA&#8217;er begynder at blive virkelig begr\u00e6nset. I skrivende stund kan du ikke bare tage et annonceaktiv og se, hvad CTR&#8217;en, konverteringsraten, ROAS eller oms\u00e6tningen er for aktivet.<\/p>\n<p>Det bedste, du kan g\u00f8re, er at f\u00e5 dens performance rating via Assets Analysis-visningen:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/image1-2.jpg\" alt=\"Image1\" \/><\/p>\n<p>Men vi falder i f\u00e6lden med bare at bruge det Google burger til at udregne performance rating.<\/p>\n<p>Jeg har arbejdet med Google Ads siden 2010 og testet annoncer lige siden, at vi kun havde 2 x 25 tegn til overskrifter. Nogle annoncetekster genererer en h\u00f8j CTR, mens andre genererer en h\u00f8j konverteringsrate. Andre genererer begge dele..<\/p>\n<p>Hvis vi alle begynder at arbejde hen imod en h\u00f8jere CTR, vil vi m\u00e5ske opleve et fald i performance. Det er en &#8220;dommedags\u201d-mentalitet, men vi har set det i forskellige cases med en masse data.\u00a0Ikke nok til endeligt at konkludere at det altid er d\u00e5rligt at arbejde ud fra en performance rating-metric, men alligevel nok til at v\u00e6re bekymret.<\/p>\n<blockquote><p>Den bedste m\u00e5de at A\/B-teste responsiv s\u00f8geannonce-aktiver lader til at v\u00e6re annoncevarianter-funktionen.<\/p><\/blockquote>\n<p>Det er ikke lige s\u00e5 nemt som at oprette nye annoncer med <a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/multi-ad-group-ad-testing\/\">multi ad group ad-testing<\/a>, men det kan ende med at blive den bedste l\u00f8sning.<\/p>\n<p>Vi kommer til at lave tests, hvor vi fastg\u00f8r RSA&#8217;er vs at k\u00f8re annonce aktiv-tests ved hj\u00e6lp at performance rating. \u00a0Fordi hvis performanceratingen er lig med den faktiske performance (oms\u00e6tning\/ROAS), er det fantastisk.<\/p>\n<p>Jeg bryder mig bare ikke om ikke at vide, hvilke faktorer de har brugt til at beregne performanceratingen.<\/p>\n<h2 id=\"h.1ksv4uv\">Test, men v\u00e6r forsigtig<\/h2>\n<p>Responsive s\u00f8geannoncer giver mulighed for effektivt at teste annoncer uden at have st\u00e6rke tekniske f\u00e6rdigheder til, hvordan man g\u00f8r. Bare tilf\u00f8je nye aktiver og s\u00e5 tager Googles automatisering sig af resten. Meget lig den m\u00e5de, Facebook har gjort det i lang tid.<\/p>\n<p>Men hvor Facebook Ads har givet dig mulighed for at s\u00e6tte m\u00e5l (dvs. oms\u00e6tning), er Google stadig ikke i stand til at give annonc\u00f8rerne mulighed for at f\u00e5 input til, hvad m\u00e5let skal optimeres til.<\/p>\n<p>S\u00e5 selvom responsive s\u00f8geannoncer er en opgradering til de gamle annonceformater, s\u00e5 lad v\u00e6re med at antage, at de vil performe bedre. V\u00e6r forsigtig og husk kun at tilf\u00f8je gode annonceaktiver og f\u00f8lg op p\u00e5 dine resultater.<\/p>\n<p>Jeg kan ikke understrege dette nok &#8211; lad v\u00e6re med at tro at du beh\u00f8ver at tilf\u00f8je 10 aktiver. 5 rigtig gode aktiver vil til hver en tid overg\u00e5 10 d\u00e5rlige aktiver.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Opsummering Responsive s\u00f8geannoncer er overordnet en opgradering af gamle annonceformater Fordi man ikke kan s\u00e6tte et m\u00e5l, holder det annoncerne fra at v\u00e6re s\u00e5 effektive, som de kunne v\u00e6re Lad v\u00e6re med at teste for meget: 5 rigtig gode overskrifter er bedre end 3 gode, 3 nogenlund og 3 d\u00e5rlige Ad strength betyder noget Det [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4705,"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":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","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":[52],"class_list":["post-4695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-optimering","tag-text-ads-optimering"],"acf":{"posts_intro_text":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Optimering af responsive s\u00f8geannoncer for webshops<\/title>\n<meta name=\"description\" content=\"Responsive s\u00f8geannoncer har potentialet til at v\u00e6re et af de bedste tiltag siden Google Shopping. 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