{"id":4734,"date":"2024-03-05T05:00:44","date_gmt":"2024-03-05T04:00:44","guid":{"rendered":"https:\/\/savvyrevenue.com\/shopping-ads-performance-max\/"},"modified":"2024-05-01T18:53:47","modified_gmt":"2024-05-01T16:53:47","slug":"shopping-ads-performance-max","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/shopping-ads-performance-max\/","title":{"rendered":"Feed-Only Performance Max, eller fuldt setup: Hvad virker bedst?"},"content":{"rendered":"<h3 id=\"h.yb8nczqicfep\">Opsummering<\/h3>\n<ul>\n<li>Performance Max er en helt anden kampagnetype end Smart Shopping:\n<ul>\n<li>Den kombinerer 7 forskellige kampagnetyper til \u00e9n kampagne, hvor Smart Shopping var prim\u00e6rt en Shopping kampagne<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li>Du kan styre Performance Max til at fokusere p\u00e5 Shopping Only hvis du gerne vil maksimere Shopping annoncer<\/li>\n<li>Ved at fjerne alle assets skal du selv lave de manglende kampagnetyper<\/li>\n<li>Performance skal styre din beslutning<\/li>\n<\/ul>\n<h3 id=\"h.30j0zll\">Introduktion<\/h3>\n<p><a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/performance-max\/\">Performance Max<\/a> er skabt til at g\u00f8re det mere simpelt at h\u00e5ndtere kampagner i Google Ads. Google har brugt denne anledningen til at g\u00e5 fra 5-7 forskellige kampagnetyper til \u00e9n enkelt type.<\/p>\n<figure style=\"text-align: center;\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-1-4.png\" alt=\"Google har samlet alle sine kampagnetyperne til en samlet kampagnetype.\" width=\"1024\" height=\"721\" \/><\/figure>\n<p>En fiks id\u00e9, men det er <strong>ikke altid hvad vi har brug for, <\/strong>eller hvad der er id\u00e9elt for annonc\u00f8rer.<\/p>\n<p>90% af de annonc\u00f8rer jeg har talt med har ikke haft andre valg end at g\u00e5 med Performance Max og bruge disse best practices:<\/p>\n<ul>\n<li>Oprette asset groups<\/li>\n<li>Tilf\u00f8je tekst-assets, billeder og videoer*.<\/li>\n<\/ul>\n<p>*De fleste gange p\u00e5 grund af frygten for, at <strong>Google automatisk skaber d\u00e5rlige assets <\/strong>(og nogle gange gode assets).<\/p>\n<p>I dag betyder det, at vi ser langt flere kampagner k\u00f8rer med low-value ad\u00a0inventory fra Google (hvilket ikke er godt), men ogs\u00e5 langt flere konti der k\u00f8rer dynamiske s\u00f8geannoncer, Discovery Ads og Gmail Product Ads (hvilket er godt).<\/p>\n<p>Sp\u00f8rgsm\u00e5let jeg har t\u00e6nkt over siden jeg begyndte at dykke ned i Performance Max i starten af 2022 er f\u00f8lgende:<\/p>\n<p>B\u00f8r man k\u00f8re Performance Max kampagner efter Googles best practices ved at tilf\u00f8je assets, eller skal man f\u00e5 den til udelukkende at fokusere p\u00e5 Shopping annoncer formatet?<\/p>\n<p>Det sp\u00f8rgsm\u00e5l svarer jeg p\u00e5 i denne artikel.<\/p>\n<p>F\u00f8r vi dykker ned i <em>hvordan, <\/em>s\u00e5 er vi n\u00f8dt til at diskutere <em>hvorfor <\/em>og <em>hvorn\u00e5r.<\/em><\/p>\n<h2 id=\"h.1fob9te\">Cases for Shopping Only Performance Max<\/h2>\n<p><strong>Shopping annoncer er kampagnetypen med den bedste performance.<\/strong><\/p>\n<p>N\u00e5r du \u00f8ger budgettet til en fuld Performance Max kampagne, \u00f8ger du ogs\u00e5 budgettet til yderligere test af Search, Display og Youtube.<\/p>\n<p>Hvis dit m\u00e5l er at maksimere din Shopping indsats, s\u00e5 ville det give rigtig god mening at fokusere udelukkende p\u00e5 Shopping annoncer.<\/p>\n<p><strong>Hvis du allerede k\u00f8rer Search og Display kampagner der performer, <\/strong>s\u00e5 ville det skabe et k\u00e6mpe rod, hvis du tilf\u00f8jer fuld Performance Max kampagner.<\/p>\n<p>I skrivende stund er der ingen tydelige fordele, ved at k\u00f8re alle kampagnetyper i en enkelt kampagne (det kan dog se anderledes ud i fremtiden).<\/p>\n<p><strong>At der ingen insights er <\/strong>i hvor mange penge der g\u00e5r til Shopping, Search og Display er et <strong>no-go <\/strong>for mig.<\/p>\n<p>Jeg kan tilg\u00e5 det samme ad inventory som Performance Max kan, s\u00e5 Performance Max giver mig ikke noget som jeg ikke selv kan tilg\u00e5 (som PPC Specialist) &#8211; igen, det kan dog n\u00e5 at \u00e6ndre sig i fremtiden.<\/p>\n<p>At jeg ikke ved hvor mange penge der g\u00e5r til video, hvilket er viden jeg kunne bruge til at vurdere, om der er brug for bedre creatives, er et k\u00e6mpe no-go for mig.<\/p>\n<h2 id=\"h.3znysh7\">Cases for at k\u00f8re fuld Performance Max kampagner<\/h2>\n<p>Hvis to eller flere af disse udsagn passer p\u00e5 dig, s\u00e5 kan det give mening at k\u00f8re Performance Max kampagner.<\/p>\n<ul>\n<li>Du k\u00f8rer ikke allerede dynamiske s\u00f8geannoncer.<\/li>\n<li>Du k\u00f8rer ikke Broad Match s\u00f8geord.<\/li>\n<li>Du k\u00f8rer ingen Display\/Retargeting kampagner.<\/li>\n<li>Du har intet \u00f8nske eller in-house kapacitet til at k\u00f8re mere optimerede setups.<\/li>\n<\/ul>\n<h2 id=\"h.2et92p0\">Shopping vs. Non-Shopping annoncer: Hvor meget g\u00e5r til hvad?<\/h2>\n<p>Den hurtigste m\u00e5de at finde ud af det p\u00e5, er ved at g\u00e5 til Listing Groups, sortere efter listing group og samle \u201cAll Products\u201d numrene for hver asset group.<\/p>\n<figure style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-2-3.png\" alt=\"Shopping vs. Non-Shopping annoncer: Hvor meget g\u00e5r til hvad?\" width=\"1600\" height=\"683\" \/><\/figure>\n<p>Herefter tager du det tal, udregner\u00a0det totale forbrug som er direkte relateret til et produkt, og sammenligner det med den totale omkostning\/oms\u00e6tning i din Performance Max konto.<\/p>\n<p>Et lettere alternativ, og <strong>min foretrukne metode<\/strong>, er at g\u00e5 til <strong>rapporter <\/strong>og lave en rapport baseret p\u00e5 Item ID. Download til et Excel dokument og s\u00e5 har du tallene &#8211; dejlig nemt.<\/p>\n<p>I ovenst\u00e5ende case har vi <strong>17.767 i omkostninger <\/strong>og <strong>71.144 i oms\u00e6tningsv\u00e6rdi fra Shopping annoncer.<\/strong><\/p>\n<p>De <strong>endelige resultater <\/strong>for Performance Max kampagnen er:<\/p>\n<figure style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-3-3.png\" alt=\"Eksempel: Det endelige resultat af en PMax kampagne\" width=\"1104\" height=\"232\" \/><\/figure>\n<p>For at finde ud af hvor meget af dette der kommer fra Shopping annoncer, og hvor meget der er for Non-Shopping annoncer, skal vi blot tr\u00e6kke tallene fra hinanden:<\/p>\n<ul>\n<li>20.700 &#8211; 17.267 = <strong>2.993 i Non-Shopping omkostninger<\/strong><\/li>\n<li>84.000 &#8211; 17.000 = <strong>13.000 i Non-Shopping oms\u00e6tning<\/strong><\/li>\n<li>Non-Shopping ROAS = <strong>434%<\/strong><\/li>\n<\/ul>\n<p>Hvilket i dette tilf\u00e6lde, er et ret fint resultat.<\/p>\n<p>Jeg tvivler p\u00e5 at det er p\u00e5 grund af, at Google har fundet en magisk kilde af ekstremt konverterende Display trafik. Min overbevisning er, at det har noget at g\u00f8re med manglende <a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/webshops-og-dynamiske-soegeannoncer\/\">dynamiske s\u00f8geannoncer<\/a>\u00a0og <a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/display-retargeting-webshops\/\">Discovery annoncer<\/a>.<\/p>\n<p>N\u00e5r du skal v\u00e6lge mellem et Performance Max setup eller at fokusere p\u00e5 Shopping annoncer, beh\u00f8ver det ikke at v\u00e6re alt eller intet,<\/p>\n<h2 id=\"h.tyjcwt\">Det er ikke alt eller intet<\/h2>\n<p>Du beh\u00f8ver ikke at v\u00e6lge mellem Shopping Only eller fuld Performance Max, som om det var et ja eller nej sp\u00f8rgsm\u00e5l. Du kan for eksempel v\u00e6lge et fuldt Performance Max setup til dine bestsellere og et Shopping Only setup til resten af dine produkter.<\/p>\n<p>Denne tilgang har <strong>tre fordele:<\/strong><\/p>\n<ol start=\"1\">\n<li>Display, Search osv. er <strong>fokuseret p\u00e5 bestsellere.<\/strong><\/li>\n<li>Du kan <strong>investere mere i billeder\/videoer\/tekster, <\/strong>da det ikke skal laves for alle dine produkter.<\/li>\n<li>At <strong>\u00f8ge budgettet <\/strong>betyder ikke n\u00f8dvendigvis, at du \u00f8ger spend p\u00e5 lavt performende produkter.<\/li>\n<\/ol>\n<p>Du b\u00f8r dog stadig lave dynamiske s\u00f8geannoncer, ligesom n\u00e5r du fjerner assets hvor du ikke f\u00e5r vist tekstannoncer. Det er helt ok, bare brug dynamiske s\u00f8geannoncer i stedet.<\/p>\n<h2 id=\"h.3dy6vkm\">Hvordan: Ingen Assets = Shopping Only<\/h2>\n<p>Nu har vi v\u00e6ret igennem hvorfor og hvorn\u00e5r, s\u00e5 lad os kigge p\u00e5 <em>hvordan.<\/em><\/p>\n<p>Det er v\u00e6rd at n\u00e6vne, at det her ikke betyder, at du ikke f\u00e5r nogle klik p\u00e5 Display, Youtube osv.<\/p>\n<p>Det betyder bare, at du fokuserer p\u00e5 Shopping annonceformater, som inkluderer Dynamic Retargeting, Youtube og (ikke bekr\u00e6ftet) Gmail annoncer.<\/p>\n<p>Det er ret simpelt. Du skal bare fjerne alle assets i din Performance Max kampagne.<\/p>\n<figure style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-4-2.png\" alt=\"Ingen asset i Perfromance Max er lige med Shopping only.\" width=\"812\" height=\"1188\" \/><\/figure>\n<p>P\u00e5 den m\u00e5de kan Performance Max ikke lave annoncer til Search eller andre annonceformater (s\u00e5som video, statiske billeder eller Responsive Display annoncer), og er derfor ude af stand til at levere disse annonceformater.<\/p>\n<p>Det sp\u00f8rgsm\u00e5l jeg f\u00e5r mest er:<\/p>\n<blockquote><p>Jeg er blevet fortalt at Performance Max automatisk laver assets for mig, er det sandt?<\/p><\/blockquote>\n<p>Det er sandt, men Performance Max laver ikke assets fra bunden. Performance Max laver videoer og Responsive Displayannoncer, hvis du allerede har tekst assets i din kampagne, men ikke hvis der ikke er nogle assets overhovedet.<\/p>\n<p>For at bekr\u00e6fte dette &#8211; et eksempel fra samme kampagne, uden assets, som der vises i ovenst\u00e5ende screenshot.<\/p>\n<figure style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-5-1.png\" alt=\"Eksempel p\u00e5 resultat af kampagne\" width=\"1600\" height=\"257\" \/><\/figure>\n<p>Til venstre ser du de totale omkostninger og til h\u00f8jre ser du omkostninger som er forbundet med produkter.<\/p>\n<p>Bem\u00e6rk hvordan de totale omkostninger l\u00e6gger sig perfekt op ad omkostninger forbundet til produkter. Det er ikke tilf\u00e6ldigt \ud83d\ude42<\/p>\n<p>OBS. Det virker kun p\u00e5 <em>Upgraded Smart Shopping<\/em>\u00a0kampagner, hvis du laver en ny asset group.<\/p>\n<h2 id=\"h.1t3h5sf\">Display, YouTube, &amp; Search annoncer forsvinder n\u00e5r du fjerner assets<\/h2>\n<p>Hvis du beslutter dig for at fjerne dine assets, s\u00e5 er det vigtigt at forst\u00e5 hvad du vinker farvel til, i forhold til ad inventory.<\/p>\n<p>Det er ikke klogt at ignorere dette.<\/p>\n<p>Bare fordi jeg ikke synes det er en god id\u00e9 at <strong>blande Search, Shopping og Display, <\/strong>s\u00e5 betyder det ikke, at jeg ikke synes det er en god id\u00e9 at k\u00f8re kampagner p\u00e5 alle formater som Google tilbyder.<\/p>\n<p>Jeg foresl\u00e5r alle der fjerner assets fra Performance Max, at tilf\u00f8je f\u00f8lgende kampagner:<\/p>\n<ul>\n<li>Dynamiske s\u00f8geannoncer<\/li>\n<li>Display Retargeting &amp; Discovery annoncer<\/li>\n<\/ul>\n<p>Du b\u00f8r ogs\u00e5 v\u00e6re opm\u00e6rksom p\u00e5, at det giver mening at k\u00f8re andre kampagnetyper, s\u00e5som Youtube eller almindelige Display annoncer.<\/p>\n<h2 id=\"h.4d34og8\">Performance styrer showet<\/h2>\n<p>I sidste ende er der kun to parametre der giver mening. Det er oms\u00e6tning og ROAS. Ja, der er selvf\u00f8lgelig nogle mere komplekse aspekter vedr\u00f8rende nye og eksisterende kunder, profit og andre parametre, men lad os holde det simpelt, s\u00e5 jeg ikke skriver endnu et par sider i den her konklusion.<\/p>\n<p>Vi kan have nok s\u00e5 mange teorier om, at vi er <strong>n\u00f8dt til <\/strong>at pushe Shopping annoncer, fordi de har performet godt tidligere. Men hvis Google virkelig har fundet en masse underudnyttet potentiale med Performance Max, og hvis den oms\u00e6tning\/ROAS du f\u00e5r er bedre end hvad du ellers vil kunne pr\u00e6stere, s\u00e5 er det s\u00e5dan det er. Og s\u00e5 vil Performance Max v\u00e6re bedre for dig.<\/p>\n<p>Det bedste eksempel til at belyse dette er, at S\u00c5 mange eCommerce virksomheder ikke bruger dynamiske s\u00f8geannoncer. Ved at g\u00f8re dynamiske s\u00f8geannoncer til en del af Performance Max har Google med det samme skabt et boost p\u00e5 10-20% i de fleste eCommerce konti.<\/p>\n<p>P\u00e5 den m\u00e5de g\u00f8r Performance Max pr\u00e6cis det den er lavet til: at finde underudnyttet potentiale, som kan generere oms\u00e6tning p\u00e5 dit \u00f8nskede ROAS niveau.<\/p>\n<p>Jeg har kun to <em>fundamentale<\/em>\u00a0problemer med dette:<\/p>\n<ol start=\"1\">\n<li>Alle eCommerce konti burde k\u00f8re dynamiske s\u00f8geannoncer i forvejen, s\u00e5 her har vi virkelig for\u00e6ret Google en lavth\u00e6ngende frugt.<\/li>\n<li>Ingen insights i hvordan de enkelte kampagnetyper performer, g\u00f8r det umuligt at vide hvordan man kan optimere Performance Max yderligere.<\/li>\n<\/ol>\n<p>Mit problem med ikke at have adgang til disse insights er, at vi er n\u00f8dt til at sammenligne \u00e6bler med \u00e6bler. Jeg har set en masse eCommerce konti der kun k\u00f8rte Smart Shopping, f\u00f8r de rykkede over til Performance Max. Performance Max begynder s\u00e5 med det samme, at bruge sin dynamiske s\u00f8geannoncer komponent til at byde p\u00e5 brandede s\u00f8geord.<\/p>\n<p>Det er ikke en fair sammenligning.<\/p>\n<p>Ja, jeg mener at du b\u00f8r <a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/brand-budgivning-i-google-ads\/\">byde p\u00e5 brandede s\u00f8geord<\/a>, men det b\u00f8r foreg\u00e5 i en separat og kontrolleret kampagne med manuel budgivning. Ikke som dynamiske s\u00f8geannoncer, ikke i Broad Match s\u00f8getermer og slet ikke i Performance Max kampagner.<\/p>\n<p>Men i sidste ende, medmindre du ved nok om PPC til at v\u00e6re en superbruger, s\u00e5 bekymrer du dig nok ikke lige s\u00e5 meget som jeg g\u00f8r om disse ting (og b\u00f8r nok heller ikke).<\/p>\n<p>Jeg ved hvad jeg kan f\u00e5 ud af Google Ads konti hvis de har dedikeret Search, Shopping og Display kampagner &#8211; men eftersom der er s\u00e5 mange eCommerce konti, som ikke g\u00f8r det absolut mindste (s\u00e5som at k\u00f8re dynamiske s\u00f8geannoncer), s\u00e5 kan en black box kampagnetype som Performance Max muligvis komme den g\u00e6ngse annonc\u00f8r til gode.<\/p>\n<h2 id=\"h.2s8eyo1\">Anbefaler jeg Shopping Only Performance Max?<\/h2>\n<p>Jeg g\u00e5r frem og tilbage p\u00e5 Performance Max.<\/p>\n<p>P\u00e5 den ene side er jeg dybt imod den sorte box, da jeg er professionel og ved hvad jeg laver. Jeg ved hvordan man kombinerer de forskellige kampagnetyper, og hv\u00f3rdan man budgetterer ud fra <a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/blended-roas\/\">Blended ROAS<\/a>\u00a0frameworks. Og jeg misser aldrig bare lige pludselig en kampagnetype.<\/p>\n<p>Men efter at have set hvor mange eCommerce-forretninger der ikke engang bruger dynamiske s\u00f8geannoncer, eller har ekstremt sparsomme Search setups k\u00f8rende, s\u00e5 kan jeg se fordelene ved Performance Max.<\/p>\n<p>Derfor er min endelige anbefalinger disse:<\/p>\n<ul>\n<li><strong>Hvis du ved hvad du laver og har tiden til at investere i det, <\/strong>s\u00e5 f\u00e5r du mere ud af ikke\u00a0at k\u00f8re Performance Max.<\/li>\n<li><strong>Hvis du ikke har tiden eller kompetencerne, <\/strong>s\u00e5 giver et Performance Max setup bedre mening for dig.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Opsummering Performance Max er en helt anden kampagnetype end Smart Shopping: Den kombinerer 7 forskellige kampagnetyper til \u00e9n kampagne, hvor Smart Shopping var prim\u00e6rt en Shopping kampagne Du kan styre Performance Max til at fokusere p\u00e5 Shopping Only hvis du gerne vil maksimere Shopping annoncer Ved at fjerne alle assets skal du selv lave de [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4741,"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":"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":[21,23],"tags":[55,48],"class_list":["post-4734","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-optimering","category-strategi","tag-google-ads","tag-shopping-ads-optimering"],"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>Feed-Only Performance Max, eller fuldt setup: Hvad virker bedst?<\/title>\n<meta name=\"description\" content=\"F\u00e5 Performance Max til at fokusere p\u00e5 Shopping Only med denne guide. 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