{"id":4743,"date":"2023-03-13T19:34:58","date_gmt":"2023-03-13T18:34:58","guid":{"rendered":"https:\/\/savvyrevenue.com\/google-ads-mindset\/"},"modified":"2024-05-01T18:53:47","modified_gmt":"2024-05-01T16:53:47","slug":"google-ads-mindset","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/google-ads-mindset\/","title":{"rendered":"\u201cPerformance Max\u201d mindset vs. \u201cGrowth\u201d mindset i Google Ads"},"content":{"rendered":"<h3 id=\"h.30j0zll\">Opsummering<\/h3>\n<ul>\n<li id=\"h.1fob9te\">Set &amp; Forget-tilgangen kan fungere i visse scenarier, men kan skade din virksomhed, hvis du har en <strong>begr\u00e6nset eftersp\u00f8rgsel<\/strong><\/li>\n<li id=\"h.3znysh7\"><strong>Google Ads er enklere end Meta Ads<\/strong>, og den bedste m\u00e5de at finde ud af s\u00f8gehensigten p\u00e5 er at m\u00e5lrette s\u00f8getermer<\/li>\n<li id=\"h.2et92p0\"><strong>Set &amp; Forget-folkene <\/strong>lever ikke op til deres egne idealer, de bruger automatisering som en undskyldning for ikke at arbejde<\/li>\n<li id=\"h.tyjcwt\"><strong>Analys\u00e9r og V\u00e6kst<\/strong>-tilgang involverer gentagelse af 3 trin: identificer flaskehalse, prioriter l\u00f8sninger og implementer<\/li>\n<li id=\"h.3dy6vkm\">Potentielle l\u00f8sninger til at <strong>identificere flaskehalse og prioritere l\u00f8sninger<\/strong>\u00a0omfatter:<\/li>\n<li id=\"h.1t3h5sf\">Opdel kampagner, juster bud, brug annonceudvidelser, optimer annoncetekst, brug forskellige annonceformater, juster m\u00e5lretning og juster landingssider<\/li>\n<\/ul>\n<h2 id=\"h.4d34og8\">Intro<\/h2>\n<p>Der er noget, jeg ikke har kunnet udtrykke f\u00f8r nu. Det handler om en af mine k\u00e6pheste og som er den m\u00e5de, hvorp\u00e5 mange af de indg\u00e5ende konti jeg reviderer administreres, og samt m\u00e5den, folk taler om Google Ads-administration p\u00e5.<\/p>\n<p>Is\u00e6r graden af hands-off, som de fleste PPC folk har tendens til at v\u00e6re i disse dage, n\u00e5r det kommer til at administrere deres konti.<\/p>\n<p>Jeg har tidligere v\u00e6ret frustreret, fordi det, der er blevet misforst\u00e5et som et <strong>behov for kontrol og en afvisning af at acceptere automatisering,<\/strong>\u00a0faktisk handler mere om bare ikke at se mulighederne foran os.<\/p>\n<p>Det er ikke fordi jeg har brug for kontrol, men den m\u00e5de man opbygger Google Ads-konti p\u00e5, bestemmer, hvor meget indsigt man f\u00e5r, og hvordan man kan handle p\u00e5 den indsigt.<\/p>\n<p>Et simpelt eksempel er at k\u00f8re alle produkter i \u00e9n <a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/performance-max\/\">Performance Max-kampagne<\/a>\u00a0i stedet for at dele dem op. Du kan kun angive et ROAS-m\u00e5l p\u00e5 kampagneniveau, s\u00e5 hvis du har en enorm varebeholdning, skal du h\u00f8jst sandsynligt indstille forskellige ROAS-m\u00e5l fra tid til anden.<\/p>\n<p>Et andet aspekt er, at konti, der k\u00f8rer p\u00e5 et simpelt ROAS-m\u00e5l uden meget optimering, rammer en begr\u00e6nsning i performance. Nogle gange er det loft h\u00f8jt &#8211; som under Covid &#8211; mens det andre gange er lavt.<\/p>\n<p>Hvordan du arbejder med en konto, der har ramt sit loft, og <strong>hvordan du identificerer, om det er et glasloft<\/strong>\u00a0(som du kan bryde igennem, hvis du arbejder h\u00e5rdt nok) &#8211; eller om det er det faktiske maksimum for, hvad der er muligt, er det, jeg taler om i dag.<\/p>\n<p>I denne artikel vil vi gennemg\u00e5 to forskellige typer kontotyper, som jeg typisk ser:<\/p>\n<ol start=\"1\">\n<li><strong>Set &amp; Forget<\/strong>-tilgangen<\/li>\n<li><strong>Analys\u00e9r og V\u00e6kst<\/strong>-tilgangen<\/li>\n<\/ol>\n<figure style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Set-Forget-vs.-Analyze-Grow-Google-Ads-mindset-1.png\" alt=\"Set &amp; forget vs. analyze &amp; grow google ads mindset\" \/><\/figure>\n<p>Men lad os f\u00f8rst definere de to tilgange:<\/p>\n<h2 id=\"h.2s8eyo1\">Set &amp; Forget vs Analys\u00e9r &amp; V\u00e6kst<\/h2>\n<p>Definitioner:<\/p>\n<ul>\n<li><strong>Set &amp; Forget: <\/strong>Jeg sammenligner dette med at smide en masse pasta mod v\u00e6ggen og se, hvad der sidder fast. Annonc\u00f8rer uploader alle deres produkter, og de som rammer et godt ROAS, f\u00e5r lov til at forts\u00e6tte med at k\u00f8re. That\u2019s it.<\/li>\n<li><strong>Analys\u00e9r og V\u00e6kst:<\/strong>\u00a0Med denne tilgang tager du det, der ikke er rentabelt, og finder m\u00e5der at <strong>g\u00f8re det rentabelt.<\/strong><\/li>\n<\/ul>\n<p>Indr\u00f8mmet, det er ikke altid muligt at <strong>g\u00f8re<\/strong>\u00a0noget rentabelt. En af grundstenene i Savvy er, at vi kun p\u00e5tager os opgaver, vi tror p\u00e5.<\/p>\n<p>Vi tager selvf\u00f8lgelig fejl nogle gange, men n\u00e5r vi ved, at noget ikke vil fungere, s\u00e5 pr\u00f8ver vi ikke engang, fordi det vil bare f\u00f8re til spildte penge og kr\u00e6fter &#8211; og det er smitsomt.<\/p>\n<p>Men hvorfor er det et problem?<\/p>\n<h2 id=\"h.17dp8vu\">Google Ads har en begr\u00e6nset eftersp\u00f8rgsel<\/h2>\n<p>For bedst at forklare, hvorfor Set &amp; Forget-tilgangen kan skade din virksomhed, vil jeg forklare, hvordan marketingkanaler er forskellige.<\/p>\n<p>En af kampagnestrategierne i Meta Ads, der fungerer i \u00f8jeblikket, er at samle s\u00e5 mange data som muligt i en kampagne med bred m\u00e5lretning (jeg simplificerer her). Denne tilgang er i nogle kredse kr\u00f8bet ind i Google Ads, hvor Performance Max bliver udr\u00e5bt som \u00e6kvivalenten som du kun skal k\u00f8re en kampagne i.<\/p>\n<p>Jeg tror, at det er en fejl for <strong>virksomheder i v\u00e6kst.<\/strong><\/p>\n<p>Sammenlignet med Google Ads giver Meta Ads dig n\u00e6sten uendelige muligheder for at skalere dine kampagner. Der er altid flere mennesker at m\u00e5lrette mod. Algoritmen er fantastisk til at finde nye m\u00e5lgrupper, n\u00e5r du tilf\u00f8jer annonceindhold, der rammer et nyt publikum.<\/p>\n<p>Men med <strong>Google Ads er du altid begr\u00e6nset<\/strong>\u00a0af, hvor mange mennesker der rent faktisk <strong>s\u00f8ger<\/strong>\u00a0efter dit produkt.<\/p>\n<p>S\u00e5 hvis du har en tilgang i stil med, <em>skidt pyt, hvis et s\u00f8geord ikke konverterer, finder vi bare et andet,<\/em>\u00a0s\u00e5 rammer du hurtigt loftet.<\/p>\n<h3 id=\"h.3rdcrjn\">Google Ads-m\u00e5lretning er simpelt<\/h3>\n<p>Hvor Meta Ads m\u00e5lretter mod mennesker baseret p\u00e5 massevis af brugeradf\u00e6rd, m\u00e5lgruppe-datapunkter osv. s\u00e5 er \u00a0Google Ads <em>forholdsvist<\/em>\u00a0simpelt<em>. <\/em><\/p>\n<p>Meget af v\u00e6rdien fra Google kommer fra den s\u00f8gehensigt, hver bruger har. Selvom lagdeling i m\u00e5lgrupper er blevet mere og mere v\u00e6rdifuldt, er m\u00e5lgruppe-m\u00e5lretning ikke n\u00e6r s\u00e5 vigtigt for Google Ads som i Meta Ads (hvor det betyder alt).<\/p>\n<p>*De fleste e-handelsannonc\u00f8rer kan ikke k\u00f8re rentable kampagner i Google Ads ved at m\u00e5lrette mod irrelevante s\u00f8geord kombineret med en relevant m\u00e5lgruppe p\u00e5 markedet.<\/p>\n<p>Og det er problemets kerne i Google Ads. Det hele handler om s\u00f8geordet, og selvom folk elsker at proklamere at s\u00f8geord er d\u00f8de, vil<strong>\u00a0alt s\u00f8gemarkedsf\u00f8ring altid handle om s\u00f8gehensigten<\/strong>.<\/p>\n<p>For tiden er den bedste m\u00e5de at finde ud af s\u00f8gehensigten p\u00e5 at m\u00e5lrette s\u00f8getermer, der har til hensigt at lede efter de produkter, vi s\u00e6lger.<\/p>\n<p>Det er ikke m\u00e5lgruppebaseret. M\u00e5lretning mod en person i midten af 30&#8217;erne, der er teknologifan og kan lide tech-nyhedssider, vil aldrig v\u00e6re s\u00e5 god en m\u00e5lretningsprofil som en person, der s\u00f8ger direkte efter <strong>Bedste 50 tommers TV 2023<\/strong>.<\/p>\n<p>*Jeg har talt med flere, der har f\u00e5et det her til at fungere, og jeg har ogs\u00e5 haft held med det et par gange. Men i forhold til hvor ofte denne tilgang ikke virker for andre end de st\u00f8rste annonc\u00f8rer, vil jeg stadig sige, at det er en sj\u00e6lden taktik og ikke en almindelig praksis endnu.<\/p>\n<p>Den manglende evne til at f\u00e5 seri\u00f8s skalering p\u00e5 displaynetv\u00e6rket sammenlignet med betalt social annoncering er en anden indikation.<\/p>\n<figure style=\"text-align: right;\"><\/figure>\n<h2 id=\"h.26in1rg\">Set &amp; Forget-folk lever ikke op til egne idealer<\/h2>\n<p>Et af mine \u00e6ldste ordsprog i forhold til Google Ads er <strong>teorien om den <\/strong><em><strong>r\u00f8de tr\u00e5d<\/strong><\/em>. Dette er et dansk udtryk, der betyder, at n\u00e5r du siger A, m\u00e5 du ogs\u00e5 sige B og C osv. Du skal f\u00f8lge den <em>r\u00f8de tr\u00e5d<\/em>.<\/p>\n<p>N\u00e5r nogen pr\u00e6diker en 100 % automatiseret ops\u00e6tning i Google Ads, s\u00e5 de kan fokusere p\u00e5 andre faktorer, bifalder jeg deres valg.<\/p>\n<p>Jeg f\u00f8ler, at der er for lidt fokus p\u00e5 off-platform optimeringer, men n\u00e5r jeg s\u00e5 sp\u00f8rger, hvad de g\u00f8r for at optimere<em>\u00a0kreativer <\/em>eller <em>off-platform <\/em>faktorer f\u00e5r jeg svar som:<\/p>\n<ul>\n<li>Vi har uploadet bedre billeder<\/li>\n<li>Vi arbejder p\u00e5 en video for bedre at kunne m\u00e5lrette YouTube-annoncer<\/li>\n<li>Vi kan ikke lave landingssider, fordi det er Google Shopping<\/li>\n<li>Tilf\u00f8jelse af bedre m\u00e5lgruppesignaler<\/li>\n<li>Skrivning af bedre annonceaktiver<\/li>\n<\/ul>\n<p>Please. Stop&#8230;<\/p>\n<p><strong>Upload af billeder<\/strong>? Og hvad s\u00e5? Hvorn\u00e5r har du sidst haft betydelige oms\u00e6tning fra billedannoncer p\u00e5 Display-netv\u00e6rket? Kom nu&#8230;<\/p>\n<p><strong>Video<\/strong>? Hvor meget af dit forbrug g\u00e5r til video? Hvorfor tror du, at din Performance Max-kampagne pludselig vil begynde at ramme dine ROAS-m\u00e5l p\u00e5 YouTube-annoncer?<\/p>\n<p><strong>Ingen landingssider<\/strong>? Hvad laver du s\u00e5, <em>rent kreativt?<\/em><\/p>\n<p><strong>M\u00e5lgruppesignaler<\/strong>\u00a0har meget lille indflydelse, n\u00e5r en konto er oppe at k\u00f8re. M\u00e5lgruppesignaler har til form\u00e5l at hj\u00e6lpe algoritmen med at fokusere annonceforbruget <em>i starten,<\/em>\u00a0f\u00f8r der er nok data til, at det kan fungere af sig selv.<\/p>\n<p><strong>Bedre annonceaktiver<\/strong>. Fantastisk. Men du har fem grupper med aktiver i \u00e9n Performance Max-kampagne, der er m\u00e5lrettet mod vidt forskellige produktkategorier, s\u00e5 alle dine aktiver bliver n\u00f8dt til at v\u00e6re generiske budskaber.<\/p>\n<p>Ja, jeg er utroligt negativ nu, men det er den her slags, som driver mig til vanvid.<\/p>\n<p>Det er dovne marketingfolk, der l\u00e6ner sig op ad en tendens til, at automatisering er mere effektivt (hvilket det er), men de bruger det som en undskyldning for ikke at udf\u00f8re noget arbejde selv. Jeg ser hele tiden konti, der sj\u00e6ldent bliver r\u00f8rt, men pr\u00e6sterer godt nok til, at alle er glade.<\/p>\n<p>Det er godt, hvis du administrerer dem internt og du har ramt et pr\u00e6stationsloft, men det er ikke godt nok, hvis du fors\u00f8ger at v\u00e6kste din virksomhed.<\/p>\n<p>N\u00e5r det er sagt, vil jeg g\u00f8re klart, at jeg mener, at Set &amp; Forget-tilgangen kan fungere i flere scenarier.<\/p>\n<h2 id=\"h.lnxbz9\">Hvorn\u00e5r skal du bruge Set &amp; Forget?<\/h2>\n<p>Du l\u00e6ser m\u00e5ske alt det her og t\u00e6nker, \u201cjamen, Andrew, du pitcher jo mere eller mindre bare Savvy\u201d. Ja, vi bruger prim\u00e6rt <strong>Analys\u00e9r og V\u00e6kst<\/strong>-metoden, men det er, hvad vi bliver betalt for at g\u00f8re, og de kunder, vi p\u00e5tager os, passer til den metode.<\/p>\n<p>Der er masser af gode grunde til at bruge Set &amp; Forget-strategien:<\/p>\n<ul>\n<li>N\u00e5r du <strong>starter op<\/strong>, \u00f8nsker du, at dine annoncer skal v\u00e6re stabile og rentable<\/li>\n<li>N\u00e5r din virksomhed er i <strong>vedligeholdelsestilstand<\/strong><\/li>\n<li>N\u00e5r Google Ads ikke er <strong>en prioritet<\/strong>, og det ikke giver mening at fors\u00f8ge at presse hver en krone ud af det<\/li>\n<li>N\u00e5r du er <strong>skuffet over bureauer<\/strong>, der ikke leverer<\/li>\n<li>N\u00e5r du har <strong>n\u00e5et dit potentiale<\/strong>\u00a0(som ikke er s\u00e5 h\u00f8jt igen for nogle virksomheder)<\/li>\n<li>N\u00e5r test af flaskehalsl\u00f8sninger resulterer i <strong>tab af oms\u00e6tning<\/strong><\/li>\n<\/ul>\n<p>Alle er gyldige grunde til at holde fast i <strong>Set &amp; Forget<\/strong>-tilgangen, som har gjort det utroligt godt for mange virksomheder.<\/p>\n<p>Der hvor jeg bliver virkelig vred, er n\u00e5r <em>v\u00e6kstbureauer <\/em>pitcher Set &amp; Forget-modellen til e-handelsvirksomheder med h\u00f8j v\u00e6kst, som derefter tror, at de har n\u00e5et deres maksimale potentiale.<\/p>\n<h2 id=\"h.35nkun2\">Hvad betyder Analys\u00e9r og V\u00e6kst egentlig?<\/h2>\n<p>Jeg har mere eller mindre fundet p\u00e5 udtrykket selv, men ideen er, at du gentager f\u00f8lgende tre trin:<\/p>\n<figure style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/What-the-Analyze-and-Grow-Google-Ads-mindset-actually-Mean-1.png\" alt=\"What the analyze and grow google ads mindset actually mean\" \/><\/figure>\n<ol start=\"1\">\n<li>Identificer en <strong>flaskehals<\/strong><\/li>\n<li>Find <strong>l\u00f8sninger<\/strong>\u00a0til at omg\u00e5 flaskehalsen<\/li>\n<li>Test og <strong>implementer<\/strong>\u00a0l\u00f8sninger<\/li>\n<\/ol>\n<p>De flaskehalse og l\u00f8sninger du finder kan variere meget fra konto til konto, men for at give dig en id\u00e9 om, hvad jeg mener er her en liste til at begynde med:<\/p>\n<ul>\n<li>Identificer centrale s\u00f8geord med lav indtryksandel<\/li>\n<li>Implementer bedre dataindsamling for at g\u00f8re det muligt for <a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/smart-bidding\/\">Smart Bidding<\/a>\u00a0at udf\u00f8re bedre arbejde<\/li>\n<li>Identificer hele tiden <a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/responsive-sogeannoncer-optimering\/\">bedre aktiver til responsive s\u00f8geannoncer<\/a><\/li>\n<li>Omstrukturer kampagner, s\u00e5 de passer til kontostrategi og forretningsindsigter<\/li>\n<li>Prioriter Shopping-produkter for at hj\u00e6lpe Smart Bidding p\u00e5 proaktiv vis med hvilket produkt, der vil konvertere bedst.<\/li>\n<li>Tilsides\u00e6t Smart Bidding, n\u00e5r indsigter kr\u00e6ver det (dvs. stort salg osv.)<\/li>\n<li>Udf\u00f8r <a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/kalender-til-adwords-optimering\/\">rutinem\u00e6ssige optimeringer<\/a><\/li>\n<li>Implementer mikrokonverteringer for at levere flere data<\/li>\n<li>Juster ROAS-m\u00e5l<\/li>\n<li>Arbejd med forskellige ROAS-m\u00e5l<\/li>\n<li><a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/smart-bidding-optimering\/\">Skub forbruget proaktivt frem<\/a>\u00a0i h\u00f8js\u00e6sonen<\/li>\n<li>Boost stilleliggende produkter<\/li>\n<li>Opret onboarding-kampagner for produkter med separate budgivningsstrategier<\/li>\n<li>Tag dig af <a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/profitsporing\/\">egne produkter separat<\/a><\/li>\n<li>Implementer test af landingssider<\/li>\n<\/ul>\n<p>Og meget mere.<\/p>\n<h2 id=\"h.1ksv4uv\">Konklusion<\/h2>\n<p>Det fremg\u00e5r klart af denne artikel, at Set &amp; Forget-tilgangen til Google Ads-administration kan v\u00e6re gavnlig for nogle virksomheder, is\u00e6r dem med enklere og mere ligetil kampagner.<\/p>\n<p>For virksomheder med et h\u00f8jere v\u00e6kstpotentiale er Analys\u00e9r og V\u00e6kst-tilgangen imidlertid en mere passende tilgang.<\/p>\n<p>Analys\u00e9r og V\u00e6kst-tilgangen involverer l\u00f8bende analyse af kontoen, identificering af flaskehalse og at finde l\u00f8sninger til forbedring af kampagnens pr\u00e6station.<\/p>\n<p>Den kr\u00e6ver en mere hands-on tilgang, men det kan f\u00f8re til bedre pr\u00e6stationer og h\u00f8jere ROI.<\/p>\n<p>Virksomheder b\u00f8r v\u00e6lge den tilgang, der passer bedst til deres m\u00e5l og budget. Ved at forst\u00e5 forskellen mellem de to tilgange kan virksomheder tr\u00e6ffe velinformerede beslutninger, der hj\u00e6lper dem til at maksimere deres Google Ads-kampagner og n\u00e5 deres \u00f8nskede pr\u00e6stationsm\u00e5l.<\/p>\n<figure style=\"text-align: right;\"><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Opsummering Set &amp; Forget-tilgangen kan fungere i visse scenarier, men kan skade din virksomhed, hvis du har en begr\u00e6nset eftersp\u00f8rgsel Google Ads er enklere end Meta Ads, og den bedste m\u00e5de at finde ud af s\u00f8gehensigten p\u00e5 er at m\u00e5lrette s\u00f8getermer Set &amp; Forget-folkene lever ikke op til deres egne idealer, de bruger automatisering som [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4747,"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 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