{"id":4763,"date":"2024-02-13T05:00:10","date_gmt":"2024-02-13T04:00:10","guid":{"rendered":"https:\/\/savvyrevenue.com\/broad-match-sogeord\/"},"modified":"2024-05-01T18:53:47","modified_gmt":"2024-05-01T16:53:47","slug":"broad-match-sogeord","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/broad-match-sogeord\/","title":{"rendered":"Broad Match s\u00f8geord: S\u00e5dan bruger du dem til e-handel"},"content":{"rendered":"<h3 id=\"h.30j0zll\">Opsummering<\/h3>\n<ul>\n<li>Flytter du mere spend\u00a0over\u00a0p\u00e5 f\u00e6rre annoncegrupper, v\u00e6lger\u00a0responsive s\u00f8geannoncer bedre aktiver baseret p\u00e5 mere\u00a0data<\/li>\n<li>Broad Match giver dig mulighed for at flytte s\u00f8getermer fra dynamiske s\u00f8geannoncer over i dine almindelige s\u00f8gekampagner<\/li>\n<li>Broad Match skal <strong>altid<\/strong>\u00a0bruges med Smart Bidding<\/li>\n<li>Ideelt set b\u00f8r du ikke bruge for meget tid p\u00e5 negative s\u00f8geord, men i stedet lade algoritmen g\u00f8re sit job<\/li>\n<\/ul>\n<h3 id=\"h.1fob9te\">Intro<\/h3>\n<p>Indtil 2022 var jeg overbevist om, at Broad Match ikke havde mere at tilbyde sammenlignet med dynamiske s\u00f8geannoncer, <strong>n\u00e5r det kommer til detail-e-handel<\/strong>\u00a0(mange produkter) <strong>&#8211; <\/strong>DTC og lead-generering er noget andet.<\/p>\n<p>Jeg tror stadig, at dette er tilf\u00e6ldet, men p\u00e5 \u00e9t punkt har jeg \u00e6ndret mening: <strong>Responsive s\u00f8geannoncer. <\/strong><\/p>\n<p>Vi brugte en god m\u00e6ngde tid i 2022 p\u00e5 at finde ud af, hvordan vi f\u00e5r mest muligt ud af responsive s\u00f8geannoncer. L\u00f8sningen vi fandt var at samle flere data i f\u00e6rre annoncer.<\/p>\n<p>Vi fandt ud af, at jo flere aktiver du f\u00f8jer til en responsiv s\u00f8geannonce, jo mere vil Google bruge CTR til at definere de &#8220;bedste&#8221; aktiver.<\/p>\n<p>Dette gjorde det muligt for os at efterpr\u00f8ve en teori om, at responsive s\u00f8geannoncer klarer sig bedre, n\u00e5r de har <strong>flere data samlet i f\u00e6rre annonceaktiver<\/strong>.<\/p>\n<p>Lad mig give et eksempel:<\/p>\n<p>Googles anbefaling er at tilf\u00f8je s\u00e5 mange aktiver som muligt til responsive s\u00f8geannoncer.<\/p>\n<p>Hvis vi for eksempel tilf\u00f8jer 15 overskrifter:<\/p>\n<figure style=\"text-align: center;\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-21.png\" alt=\"jo flere aktiver du f\u00f8jer til en responsiv s\u00f8geannonce, jo mere vil Google bruge CTR til at definere de &quot;bedste&quot; aktiver.\" width=\"1024\" height=\"780\" \/><\/figure>\n<p>Der er nogle f\u00e5 konverteringer pr. overskrift, s\u00e5 det er mest naturligt for Google at bruge CTR til at definere de \u201cbedst pr\u00e6sterende\u201d overskrifter, der b\u00f8r foretr\u00e6kkes for at maksimere effektiviteten af en annonce.<\/p>\n<p>Lad os nu pr\u00f8ve at fjerne aktiver og akkumulere dataene p\u00e5 f\u00e6rre overskrifter:<\/p>\n<figure style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-22.png\" alt=\"L\u00f8sningen vi fandt var at samle flere data i f\u00e6rre annoncer.\" width=\"1024\" height=\"380\" \/><\/figure>\n<p>Pludselig snakker vi tocifrede tal i forhold til m\u00e6ngden af konverteringer, og Google er m\u00e5ske nu mere tilb\u00f8jelig til at bruge dette til at bestemme, hvilke overskrifter der skal defineres som &#8220;bedst performende&#8221;.<\/p>\n<p>Man kan bruge modargumenterne:<\/p>\n<ul>\n<li><strong>Bare giv det tid<\/strong>. I vores erfaring v\u00e6lger Google hurtigt 3-4 foretrukne overskrifter, som vises det meste af tiden, hvilket g\u00f8r det endnu sv\u00e6rere for konverteringsfrekvensen at v\u00e6re den afg\u00f8rende faktor.<\/li>\n<li><strong>&#8220;Google ved bedst<\/strong>, og vil matche et aktiv med den enkelte s\u00f8geterm&#8221;. Det kan jeg simpelthen ikke se ske p\u00e5 vores konti. Vi har eksperimenteret med at oprette et &#8220;promoveringsaktiv&#8221;, et funktionsaktiv og et fordelsaktiv. Det er altid promoveringsaktivet, der f\u00e5r 99 % af visningerne.<\/li>\n<\/ul>\n<h2 id=\"h.3znysh7\">Med et m\u00e5l om at bruge flere data p\u00e5 f\u00e6rre annoncer er Broad Match vejen frem<\/h2>\n<p>Mens vi ledte efter m\u00e5der at f\u00e5 flere data ind i annoncer p\u00e5, s\u00e5 vi p\u00e5 \u00e5rsagerne til, at dataene <strong>ikke <\/strong>var i en annoncegruppe til at starte med:<\/p>\n<ol start=\"1\">\n<li><strong>Performance Max<\/strong>\u00a0(hvis funktionen var aktiveret) havde DSA indbygget og gav prioritet til s\u00f8getermer, der endnu ikke var f\u00f8jet til kontoen<\/li>\n<li><strong>SKAG<\/strong>-ops\u00e6tninger opdelte dataene i flere annoncegrupper<\/li>\n<li><strong>En kampagne med dynamiske s\u00f8geannoncer<\/strong>\u00a0d\u00e6kkede s\u00f8getermer, vi ikke selv havde d\u00e6kket<\/li>\n<\/ol>\n<p>\u00c5rsag 1) og 2) var nemme at fikse:<\/p>\n<p>Stop Performance Max fra at blive vist med s\u00f8ge-\/tekstannoncer, og saml flere af vores ops\u00e6tninger af annoncegrupper med et enkelt s\u00f8geord.<\/p>\n<p>Men at fjerne <a href=\"https:\/\/savvyrevenue.com\/blog\/dynamic-search-ads-ecommerce\/\">dynamiske s\u00f8geannoncer<\/a>\u00a0var et no-go. Det er en s\u00e5 afg\u00f8rende kampagnetype, at vi ikke \u00f8nskede at fjerne den helt.<\/p>\n<p>Efter at have gennemg\u00e5et flere dynamiske s\u00f8geannoncekampagner, begyndte vi at bem\u00e6rke en ny tendens i 2022 (i det mindste for os):<\/p>\n<p>DSA begyndte at dukke mere og mere op for short tail-s\u00f8geord, hvilket det ikke er ideelt egnet til. Vi kan ikke kontrollere hverken landingssiden eller annoncerne.<\/p>\n<p>S\u00e5 hvad nu hvis vi kunne overf\u00f8re mere trafik fra dynamiske s\u00f8geannoncer til Broad Match s\u00f8geord? Det kiggede vi p\u00e5 efterf\u00f8lgende.<\/p>\n<h2 id=\"h.2et92p0\">Broad Match\u00a0vs dynamiske s\u00f8geannoncer<\/h2>\n<p>For long tail-s\u00f8geord er dynamiske s\u00f8geannoncer meget bedre, idet produktsiden og titlen (som annoncen best\u00e5r af) er et fantastisk match.<\/p>\n<p>For short tail-s\u00f8geord er Broad Match et bedre valg, da du kan tilpasse annoncerne bedre og linke til en bedre landingsside.<\/p>\n<p>Lad mig vise dig et par eksempler, der starter med long tail-s\u00f8gninger:<\/p>\n<figure style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-23.png\" alt=\"For long tail-s\u00f8geord er dynamiske s\u00f8geannoncer meget bedre, idet produktsiden og titlen (som annoncen best\u00e5r af) er et fantastisk match.\" width=\"1024\" height=\"430\" \/><\/figure>\n<figure style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-24.png\" alt=\"Untitled\" \/><\/figure>\n<p>Begge er spot-on i forhold til, hvad vi leder efter, n\u00e5r det kommer til dynamiske s\u00f8geannoncer:<\/p>\n<ul>\n<li>En long tail-s\u00f8gning<\/li>\n<li>Annonce, der viser pr\u00e6cis det, forbrugeren leder efter<\/li>\n<li>En landingsside med det n\u00f8jagtige produkt, der blev s\u00f8gt efter<\/li>\n<\/ul>\n<p>Det er et perfekt eksempel p\u00e5 styrkerne ved dynamiske s\u00f8geannoncer.<\/p>\n<p>Lad os nu se p\u00e5 et par mere generiske s\u00f8gninger:<\/p>\n<figure style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-19.png\" alt=\"Untitled\" \/><\/figure>\n<figure style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-20.png\" alt=\"Untitled\" \/><\/figure>\n<figure style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-25.png\" alt=\"Untitled\" \/><\/figure>\n<p>Ikke superd\u00e5rlige matches, men vi kan alle blive enige om, at annoncerne helt sikkert kunne v\u00e6re bedre. Landingssiderne er dog spot-on.<\/p>\n<p>Med Broad Match kunne vi sikre, at hver af disse s\u00f8gninger havde en annonce, der var mere specifik for det enkelte s\u00f8geudtryk:<\/p>\n<figure style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-26.png\" alt=\"For short tail-s\u00f8geord er Broad Match et bedre valg, da du kan tilpasse annoncerne bedre og linke til en bedre landingsside.\" width=\"1024\" height=\"430\" \/><\/figure>\n<figure style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-27.png\" alt=\"Untitled\" \/><\/figure>\n<figure style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-28.png\" alt=\"Untitled\" \/><\/figure>\n<p>Derudover kan annoncerne skr\u00e6ddersyes til at tage h\u00f8jde for \u00e5rstider og kampagner og generelt testes med forskellige budskaber. Noget, vi ikke kan g\u00f8re med dynamiske s\u00f8geannoncer.<\/p>\n<p>F\u00f8r vi begynder at snakke taktik, vil jeg opsummere fordelene ved Broad Match s\u00f8geord.<\/p>\n<h2 id=\"h.tyjcwt\">S\u00e5dan implementeres Broad Match<\/h2>\n<p><strong>Ulemper<\/strong><\/p>\n<ul>\n<li>Det kan forstyrre din kampagnestruktur<\/li>\n<li>Un\u00f8jagtige matches er (normalt) spild af tid<\/li>\n<\/ul>\n<p><strong>Fordele<\/strong><\/p>\n<ul>\n<li>F\u00e5 mere eksponering p\u00e5 s\u00f8geord, du ikke har tilf\u00f8jet<\/li>\n<li>Nyd godt af flere budgivningssignaler med Smart Bidding\/Broad Match-kombinationen<\/li>\n<\/ul>\n<p><strong>\u00c6ndring af mindset<\/strong><\/p>\n<ul>\n<li>Stol ikke l\u00e6ngere p\u00e5, at et s\u00f8geord er forkert, bare fordi det ser forkert ud (g\u00e6lder kun for B2C)<\/li>\n<\/ul>\n<h2 id=\"h.3dy6vkm\">Smart Bidding er et must<\/h2>\n<p>Hele grunden til, at Broad Match s\u00f8geord kom tilbage p\u00e5 listen over potentielle taktikker i 2022, var at Smart Bidding blev s\u00e5 effektiv.<\/p>\n<p>N\u00e5r Smart Bidding kombineres med Broad Match s\u00f8geord, bydes der p\u00e5 alle de niveauer, der plejede at g\u00f8re Broad Match s\u00f8geord ineffektive. N\u00f8glen her er, at Smart Bidding kan byde p\u00e5 s\u00f8geterm-niveau, hvilket er netop der, hvor Broad Match kan v\u00e6re virkelig farligt.<\/p>\n<p>I gamle dage ville Broad Match udl\u00f8se relevante og irrelevante s\u00f8gninger, der var helt forskellige fra det centrale s\u00f8geord.<\/p>\n<p>Uden muligheden for at byde p\u00e5 s\u00f8geterm-niveau, skulle du tilf\u00f8je hvert enkelt s\u00f8geord selv, f\u00f8r du kunne s\u00e6nke buddet for et irrelevant udtryk. Derfor blev s\u00e6tningss\u00f8geord og eksakt matchende s\u00f8geord meget mere rentable at k\u00f8re end Broad Match s\u00f8geord.<\/p>\n<p><strong>Smart Bidding springer dette behov over, fordi det byder p\u00e5 s\u00f8geterm-niveau<\/strong>. Hvis en s\u00f8geterm konverterer d\u00e5rligt, vil Smart Bidding s\u00e6nke buddet, indtil det enten rammer dit ROAS-m\u00e5l, eller buddet bliver s\u00e5 lavt, at det ikke l\u00e6ngere udl\u00f8ser den p\u00e5g\u00e6ldende s\u00f8geterm.<\/p>\n<p>S\u00e5 hvis du vil k\u00f8re med Broad Match s\u00f8geord, skal du k\u00f8re Smart Bidding. Ellers er det en forf\u00e6rdelig id\u00e9.<\/p>\n<h2 id=\"h.1t3h5sf\">F\u00f8j Broad Match s\u00f8geord til eksisterende kampagner<\/h2>\n<p>Et sp\u00f8rgsm\u00e5l, der altid dukker op, n\u00e5r du arbejder med Broad Match er, om du skal bruge det i de samme kampagner eller ej.<\/p>\n<p>Svaret burde v\u00e6re indlysende, da den vigtigste \u00e5rsag til brug af Broad Match s\u00f8geord er at samle flere data i f\u00e6rre annoncegrupper.<\/p>\n<p>Den eneste grund til, at du ikke ville \u00f8nske k\u00f8re Broad Match i dine eksisterende kampagner er, hvis du vil sikre dig, at du ikke bruger mere end X-bel\u00f8b af dit budget p\u00e5 Broad Match &#8211; eller, at du ikke vil tage budget v\u00e6k fra s\u00e6tningss\u00f8geord og eksakt match s\u00f8geord.<\/p>\n<p>Jeg vil dog stadig fremf\u00f8re den pointe, at hvis du er klar til at g\u00e5 ned ad Broad Match-vejen, s\u00e5 er det fordi du har et p\u00e6nt budget at bruge af. En anden grund til at bruge en specifik kampagne med <em>Broad Match s\u00f8geord, <\/em>er\u00a0at have bedre kontrol over, hvad der sker i starten, n\u00e5r du lancerer Broad Match .<\/p>\n<p>Mit modargument til det er, at du stadig kan se n\u00f8jagtigt, hvordan Broad Match s\u00f8geord klarer sig ved hj\u00e6lp af filtre. Der er <strong>ingen grund til at oprette hele kopikampagner<\/strong>\u00a0bare til dette form\u00e5l.<\/p>\n<p>At tage Broad Match s\u00f8geord og adskille dem med andre kampagner undergraver ogs\u00e5 pointen i at samle dataene og betyder faktisk, at du skal bruge mere tid p\u00e5 at administrere dine kampagner.<\/p>\n<p>Endeligt, er form\u00e5let, at Smart Bidding skal v\u00e6re den prim\u00e6re &#8220;vicev\u00e6rt&#8221; for dine Broad Match s\u00f8geord. N\u00e5r Smart Bidding afgiver bud p\u00e5 s\u00f8geterms-, placerings- og enhedsniveau mv., burde det diagnosticere, hvorn\u00e5r en s\u00f8geterm ikke er rentabel at k\u00f8re, uden at du beh\u00f8ver at administrere det p\u00e5 s\u00e5 omfattende vis som for mange \u00e5r siden.<\/p>\n<h2 id=\"h.4d34og8\">At bruge negative s\u00f8geord eller ej<\/h2>\n<p>Sp\u00f8rgsm\u00e5let om, hvorvidt vi skal bruge negative s\u00f8geord eller ej dukker ogs\u00e5 op. Det hurtige svar er, at jeg stadig vil bruge negative s\u00f8geord, hvis jeg f\u00f8ler, at matchet er helt forkert. Jeg vil basere dette p\u00e5 tre ting:<\/p>\n<ol start=\"1\">\n<li>D\u00e5rlig konverteringsfrekvens sammenlignet med andre annoncegrupper<\/li>\n<li>D\u00e5rligt relevans-match<\/li>\n<li>Mavefornemmelse<\/li>\n<\/ol>\n<p><a href=\"https:\/\/www.optmyzr.com\/?ref=andrewlolk\">Optmyzr<\/a>\u00a0g\u00f8r et godt stykke arbejde med at levere v\u00e6rkt\u00f8jer, der hj\u00e6lper med alle tre muligheder, men lad mig forklare de tre aspekter f\u00f8rst:<\/p>\n<ol start=\"1\">\n<li><strong>D\u00e5rlig konverteringsfrekvens sammenlignet med andre annoncegrupper:<\/strong>\u00a0Hvis du har valgt, at det samme s\u00f8geudtryk vises i flere annoncegrupper, kan du sammenligne konverteringsfrekvensen i hver annoncegruppe og finde ud af, hvor det fungerer bedst.Ideelt set b\u00f8r Smart Bidding selv tage sig af dette aspekt, men hvis det ikke retter det efter 30-45 dage (eller hurtigere, hvis det er et s\u00f8geord med h\u00f8j volumen), kan du skubbe processen p\u00e5 vej ved at udelukke s\u00f8geordet fra annoncegrupper, der klarer sig d\u00e5rligt.<\/li>\n<li><strong>D\u00e5rligt relevans-match:<\/strong>\u00a0Hvis s\u00f8getermen <strong>proteinpulver til m\u00e6nd<\/strong>\u00a0dukker op for en m\u00e6rkevare-annonce for <strong>Obvi Collagen Protein Powder<\/strong>\u00a0&#8211; som markedsf\u00f8res til kvinder &#8211;\u00a0s\u00e5 er det den rigtige beslutning at udelukke det. Der er ingen grund til at vente p\u00e5, at Smart Bidding finder ud af det selv.<\/li>\n<li><strong>Mavefornemmelse:<\/strong>\u00a0Det giver sig selv&#8230;<\/li>\n<\/ol>\n<p>Men overordnet set er ideen, at Smart Bidding skal byde h\u00f8jere\/lavere p\u00e5 de s\u00f8geord, som et Broad Match s\u00f8geord udl\u00f8ser, uden at vi beh\u00f8ver at bruge en masse tid p\u00e5 det.<\/p>\n<h2 id=\"h.2s8eyo1\">Hvorn\u00e5r skal s\u00f8getermer tilf\u00f8jes som s\u00f8geord?<\/h2>\n<p>Det n\u00e6ste sp\u00f8rgsm\u00e5l jeg f\u00e5r er: Hvorn\u00e5r skal du tilf\u00f8je en s\u00f8geterm som et s\u00f8geord?<\/p>\n<p>Jeg anbefaler at se p\u00e5 de tre f\u00f8lgende faktorer, f\u00f8r du tilf\u00f8jer et s\u00f8geord:<\/p>\n<ol start=\"1\">\n<li>Kan jeg oprette en ny annoncegruppe\/annonce\/landingsside for at f\u00e5 bedre konverteringsfrekvenser?<\/li>\n<li>\u00d8nsker jeg bedre indsigt i s\u00f8geordets ydeevne?<\/li>\n<li>Hvor mange klik har det f\u00e5et i de sidste 28 dage?<\/li>\n<\/ol>\n<p>Lad os gennemg\u00e5 hver faktor:<\/p>\n<ol start=\"1\">\n<li><strong>Kan jeg oprette en ny annoncegruppe\/annonce\/landingsside for at f\u00e5 bedre konverteringsfrekvenser?<\/strong><\/li>\n<\/ol>\n<p>Hvis den nuv\u00e6rende annoncegruppe handler om <em>l\u00f8besko, <\/em>og s\u00f8getermen er<em>\u00a0tr\u00e6ningssko<\/em>, s\u00e5 kan jeg helt sikkert f\u00e5 mere ud af s\u00f8geordet ved at give det sin egen annoncegruppe med bedre annoncetekst.<\/p>\n<p>Hvis s\u00f8geordet er <em>l\u00f8besko p\u00e5 udsalg<\/em>\u00a0s\u00e5 kan jeg h\u00f8jst sandsynligt ikke f\u00e5 mere ud af det, og det vil ikke v\u00e6re umagen v\u00e6rd.<\/p>\n<ol start=\"2\">\n<li><strong>\u00d8nsker jeg bedre indsigt i s\u00f8geordets ydeevne?<\/strong><\/li>\n<\/ol>\n<p>Hvis s\u00f8geordet er et vigtigt s\u00f8geord for mig, som jeg har brug for at maksimere, f\u00f8jer jeg det til den samme annoncegruppe. Lad os sige, at vi annoncerer for en blomsterleveringstjeneste, og s\u00f8getermen er <em>lokal buketlevering<\/em>. S\u00e5 tilf\u00f8jer jeg det (hvis der er nok klik).<\/p>\n<p>Det er et st\u00e6rkt konkurrencepr\u00e6get felt, og det er afg\u00f8rende at have styr p\u00e5 eksponeringsandele, n\u00e5r du arbejder med m\u00e5l for at maksimere skaleringen.<\/p>\n<ol start=\"3\">\n<li><strong>Hvor mange klik har det f\u00e5et i de sidste 28 dage?<\/strong><\/li>\n<\/ol>\n<p>At tilf\u00f8je <strong>alle<\/strong>\u00a0s\u00f8geord h\u00f8rer fortiden til. Det skaber bare rodede konti over tid, s\u00e5 det g\u00f8r vi ikke mere. Da Smart Bidding byder p\u00e5 s\u00f8geterm-niveau, er det ikke n\u00f8dvendigt at tilf\u00f8je s\u00f8geordet, bare s\u00e5 vi kan give et bedre bud p\u00e5 det.<\/p>\n<p>Min klikgr\u00e6nse afh\u00e6nger normalt af kontoen.<\/p>\n<p>Hvis vi bruger 300.000 $\/m\u00e5ned. S\u00e5 har jeg en gr\u00e6nse p\u00e5 100 klik.<\/p>\n<p>Hvis vi bruger 50.000 $\/m\u00e5ned. S\u00e5 har jeg en gr\u00e6nse p\u00e5 50 klik.<\/p>\n<p>Dette er kun estimater, da det virkelig afh\u00e6nger af kontoen. Jeg vil undg\u00e5 at skabe et rod som ingen kan hitte rede i, men stadig give mig selv muligheden for at have de bedst mulige s\u00f8geord- \u2192 annonce- \u2192 landingsside-relationer for at maksimere konverteringsfrekvensen.<\/p>\n<h2 id=\"h.17dp8vu\">Engelsk vs. alle andre sprog<\/h2>\n<p>En vigtig observation er, at forskellen mellem s\u00e6tningsmatch og Broad Match varierer fra sprog til sprog.<\/p>\n<p>P\u00e5 engelsk fungerer s\u00e6tningss\u00f8geord n\u00e6sten p\u00e5 samme m\u00e5de som du gerne vil have Broad Match s\u00f8geord til at fungere p\u00e5. Det t\u00e6tte variant-match g\u00f8r det n\u00e6sten umuligt at holde sig til kun et enkelt s\u00f8geord.<\/p>\n<p>Her er et eksempel, hvor vi specificerede s\u00f8geord omhandlende <em>madras-udsalg<\/em>, men som en r\u00e6kke s\u00f8geord<\/p>\n<figure style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-29.jpg\" alt=\"Engelsk vs. alle andre sprog ved Broad Match s\u00f8geord\" width=\"1326\" height=\"776\" \/><\/figure>\n<p>Denne effekt g\u00e6lder mindre for andre sprog.<\/p>\n<p>Spansk og tysk har en tendens til at tilbyde nogle af de samme t\u00e6tte variant-match som engelsk, mens dansk, svensk og andre sm\u00e5 sprog har p\u00e5 nuv\u00e6rende tidspunkt meget lidt t\u00e6t variant-match sammenlignet med engelsk.<\/p>\n<p>S\u00e5 n\u00e5r jeg anbefaler, at du skal g\u00e5 over til Broad Match, er der to ting, du skal overveje:<\/p>\n<ol start=\"1\">\n<li>Hvis dit tilt\u00e6nkte marked er engelsktalende, er du m\u00e5ske allerede halvvejs i m\u00e5l med s\u00e6tningss\u00f8geord<\/li>\n<li>Hvis dit tilt\u00e6nkte marked ikke er engelsktalende, vil effekten af at tilf\u00f8je Broad Match s\u00f8geord v\u00e6re mere virkningsfuld<\/li>\n<\/ol>\n<h2 id=\"h.3rdcrjn\">Broad Match er blot et middel til at n\u00e5 et m\u00e5l<\/h2>\n<p>Det skal siges, at jeg ikke tror, at Broad Match er super nyttigt for store e-handelsbutikker. Dynamiske s\u00f8geannoncer og s\u00e6tningss\u00f8geord (med t\u00e6tte variationer) d\u00e6kker de fleste af de s\u00f8getermer, der findes.<\/p>\n<p>Men med ideen om at skubbe flere data ind i responsive s\u00f8geannoncer bliver jeg pludselig varm p\u00e5 ideen om at k\u00f8re Broad Match s\u00f8geord, og det implementeres p\u00e5 flere af kontiene i Savvy.<\/p>\n<p>Desuden er Broad Match alt, hvad DSA ikke kan v\u00e6re for DTC e-handel (der normalt har f\u00e6rre sider p\u00e5 deres websted, hvilket g\u00f8r dynamiske s\u00f8geannoncer mindre effektive).<\/p>\n<p>N\u00e5r alt dette er sagt, er det stadig irriterende at se helt irrelevante s\u00f8geudtryk i vores s\u00f8geterm-rapporter, der bruger 1 $, 3 $, 5 $ eller mere pr. styk. Det er bare spild, men det er et spild, vi bliver n\u00f8dt til at afbalancere med den ekstra skalering + bedre konverterende annoncer.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Opsummering Flytter du mere spend\u00a0over\u00a0p\u00e5 f\u00e6rre annoncegrupper, v\u00e6lger\u00a0responsive s\u00f8geannoncer bedre aktiver baseret p\u00e5 mere\u00a0data Broad Match giver dig mulighed for at flytte s\u00f8getermer fra dynamiske s\u00f8geannoncer over i dine almindelige s\u00f8gekampagner Broad Match skal altid\u00a0bruges med Smart Bidding Ideelt set b\u00f8r du ikke bruge for meget tid p\u00e5 negative s\u00f8geord, men i stedet lade algoritmen [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4777,"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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