{"id":4840,"date":"2024-03-12T11:46:15","date_gmt":"2024-03-12T10:46:15","guid":{"rendered":"https:\/\/savvyrevenue.com\/performance-max-loegne\/"},"modified":"2024-05-01T18:53:47","modified_gmt":"2024-05-01T16:53:47","slug":"performance-max-loegne","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/performance-max-loegne\/","title":{"rendered":"6 l\u00f8gne eksperter fort\u00e6ller dig om Performance Max"},"content":{"rendered":"<h3 id=\"h.z9bk21ps9te5\">Opsumering<\/h3>\n<ul>\n<li>Performance Max er en misforst\u00e5et kampagnetype<\/li>\n<li>De fleste taktikker, folk f\u00e5r fortalt som kan forbedre performance, har en ubetydelig effekt<\/li>\n<li>At l\u00e6re at skelne en god taktik fra en d\u00e5rlig taktik er vigtigere end nogensinde<\/li>\n<li>Du kan og b\u00f8r optimere Performance Max-kampagner for at f\u00e5 mere ud af Google Ads<\/li>\n<\/ul>\n<h3 id=\"h.7sepch7ceizc\">Intro<\/h3>\n<p>Content\u00a0om Performance Max er eksploderet siden dets begyndelse. Det er som om folk ikke kan f\u00e5 nok info om kampagnetypen. Et af mine bedste stykker content fra 2023 var et post om, hvor meget folk \u00f8nskede content om Performance Max.<\/p>\n<p>Af den grund ser jeg ofte p\u00e5stande om Performance Max, hvor folk i bedste fald g\u00e6tter og ikke tester, om det virker. I v\u00e6rste fald ved de ikke, hvad de taler om, eller antyder ting, de har h\u00f8rt andre sige uden kontekst.<\/p>\n<p>Som med de fleste l\u00f8gne er der et gran af sandhed i dem, og de seks Performance Max l\u00f8gne i denne artikel kommer fra et eller andet sted. Jeg har derfor fremh\u00e6vet under hvilke omst\u00e6ndigheder hver l\u00f8gn har et gran af sandhed i sig.<\/p>\n<p>Det handler alt sammen om nuancer. Google Ads er ikke en liste over best practices, der virker for hver eneste virksomhed. Selv inden for ehandel er der flere individuelle strategier, der passer til forskellige virksomheder.<\/p>\n<p>Lad os dykke ned i de 6 l\u00f8gne. Vi begynder med en Performance Max l\u00f8gn, der har v\u00e6ret der siden starten, og p\u00e5 grund af den l\u00f8gn mistede vi faktisk en kunde inden for en m\u00e5ned efter Performance Max kom ud.<\/p>\n<h2 id=\"h.z1wc6fidqqt4\">L\u00f8gn 1) Performance Max er en Full-Funnel kampagne<\/h2>\n<p><strong>Bevis:<\/strong><\/p>\n<ul>\n<li>Mindst 90% af trafikken er Google Shopping, hvilket ikke er en \u00f8vre tragt-kampagnetype<\/li>\n<li>At s\u00e6tte det samme ROAS-m\u00e5l for Shopping-annoncer og \u201cupper funnel\u201d YouTube-annoncer er ikke profitabelt<\/li>\n<\/ul>\n<p>Denne l\u00f8gn startede 100% fra Google, og jeg er overbevist om, at det ikke var ment som en l\u00f8gn. Jeg husker, at jeg delte scenen med dem i 2022, hvor de proklamerede, at dette var kampagnetypen, der skulle erstatte alle kampagnetyper.<\/p>\n<p>Som vi nu ved, skete dette ikke. Jeg kender ingen seri\u00f8se Display eller YouTube annonc\u00f8rer indenfor ehandel, der har erstattet deres kampagner med Performance Max.<\/p>\n<p><strong>Hvad det betyder for dig:<\/strong><\/p>\n<p>Du m\u00e5 ikke tro, at Performance Max fylder din virksomheds upper funnel op.<\/p>\n<p><strong>Et gran af sandhed i l\u00f8gnen:<\/strong><\/p>\n<p>Performance Max kan blive en full funnel en dag. Jeg tror stadig, der er et k\u00e6mpe potentiale for Google til virkelig at bruge m\u00e5lgruppedata til deres annonceringskanaler.<\/p>\n<p>Vi kender alle den traditionelle funnel med nogen, der klikker p\u00e5 en annonce p\u00e5 Google, og s\u00e5 skal vi retarget dem, ikke?<\/p>\n<p>Og enten bombarderer vi dem med retargeting, indtil de k\u00f8ber via Performance Max, eller de slet ikke k\u00f8ber noget.<\/p>\n<p>Jeg f\u00f8ler, der er en massiv mulighed for at v\u00e6re klogere omkring retargeting, og jeg troede virkelig, at Performance Max kunne v\u00e6re svaret. I stedet har vi en sort boks med endnu mindre info end f\u00f8r.<\/p>\n<p>Hvad hvis Performance Max kunne tage et kapitel ud af Metas playbook og bruge lignende m\u00e5lgrupper meget mere. Forestil dig en person, der s\u00f8ger efter en ny naturlig deodorant, der hj\u00e6lper med at kontrollere lugt, men som ogs\u00e5 ser Crossfit-videoer og bor i et varmt klima.<\/p>\n<p>Hvorfor kan vi ikke m\u00e5lrette denne type person effektivt p\u00e5 YouTube?<\/p>\n<p>Jeg forst\u00e5r ikke, hvorfor Google ikke kan udnytte al deres data. Meta har v\u00e6ret i stand til at bygge en reklamegigant to gange (husker du iOS14?) p\u00e5 netop dette fundament.<\/p>\n<p>Jeg h\u00e5ber stadig, at Google vil finde en m\u00e5de at bryde igennem til denne slags annoncering i fremtiden, men for nu lad os ikke narre os selv til at tro, at Performance Max er full funnel marketing.<\/p>\n<h2 id=\"h.omv8c587gyvv\">L\u00f8gn 2) Optimering af m\u00e5lgrupper er n\u00f8glen til succes med Performance Max<\/h2>\n<p><strong>Bevis:<\/strong><\/p>\n<ul>\n<li>At \u00e6ndre dine m\u00e5lgrupper for en eksisterende, velfungerende Performance Max-kampagne har ingen indvirkning p\u00e5 performance.<\/li>\n<li>At fjerne m\u00e5lgrupper fra eksisterende kampagner har ingen negativ indvirkning<\/li>\n<li>N\u00e5r du opretter en P-Max kampagne, vil den aktivt fort\u00e6lle dig, at den starter med de m\u00e5lgrupper, du har tilf\u00f8jet, og derefter udvider til andre m\u00e5lgrupper.<\/li>\n<\/ul>\n<p><strong>Hvad det betyder for dig:<\/strong><\/p>\n<p>Stop med at &#8220;optimere&#8221; dine kampagner ved at \u00e6ndre m\u00e5lgrupper (eller s\u00f8getemaer).<\/p>\n<p>Stop med at oprette grupper af aktiver til specifikke m\u00e5lgrupper. Som bevist ved l\u00f8gn 1) beh\u00f8ver du sj\u00e6ldent at bruge meget tid p\u00e5 at optimere, hvor &#8220;upper funnel&#8221; kreativer ender.<\/p>\n<p>Begge er ikke n\u00f8dvendige og er hovedsageligt spild af tid.<\/p>\n<p><strong>Et gran af sandhed i l\u00f8gnen:<\/strong><\/p>\n<p>N\u00e5r du f\u00f8rst t\u00e6nder for en Performance Max-kampagne, vil den kun vise annoncer til de m\u00e5lgrupper, du tilf\u00f8jer til den. Men kun i begyndelsen.<\/p>\n<p>Den vil hurtigt g\u00e5 videre ud over de m\u00e5lgrupper, du har tilf\u00f8jet.<\/p>\n<p>Lad mig opsummere vores synspunkt:<\/p>\n<ul>\n<li>Er m\u00e5lgrupper vigtige i dagens verden? <strong>Ja, 100%.<\/strong><\/li>\n<li>Kan du g\u00f8re seje ting med m\u00e5lgrupper, n\u00e5r du har meget store budgetter i mainstream-nicher? <strong>Absolut.<\/strong><\/li>\n<li>Byder Smart Bidding allerede for hver eneste m\u00e5lgruppe, den har adgang til, uden at du tilf\u00f8jer dem til Performance Max? <strong>Ja.<\/strong><\/li>\n<li>Er det vigtigt for 98% af jer, der l\u00e6ser denne artikel? <strong>Nej.<\/strong><\/li>\n<\/ul>\n<p>Jeg har f\u00e5et en masse kritik for disse udsagn. De siger: &#8220;men Andrew, det kan ikke skade, vel?&#8221;. Nej, det kan det ikke, men samtidig hj\u00e6lper det heller ikke, s\u00e5 det er <strong>spild af din tid<\/strong>.<\/p>\n<p>Hvis dit bureau sender dig en rapport med deres optimeringer sidste m\u00e5ned, og noget af tiden gik med at kigge ud ad vinduet, s\u00e5 ville du heller ikke v\u00e6re glad. Det er det samme med m\u00e5lgrupper.<\/p>\n<p>Nej, det skader ikke, men det gavner bestemt heller ikke.<\/p>\n<p>Fakta er, at vi k\u00f8rer multi-million dollar kampagner p\u00e5 tv\u00e6rs af de fleste lande i Europa og USA. Og <strong>vi bruger ikke aktivt m\u00e5lgrupper<\/strong>, fordi n\u00e5r vi tester dem, ser vi ingen effekt.<\/p>\n<p>Grunden til det er at s\u00f8geintention er en s\u00e5 vigtig faktorer i konverteringsraterne.<\/p>\n<p>Du k\u00f8rer ikke forskellige kampagner for s\u00f8geordet iPhone-oplader baseret p\u00e5, om de gik p\u00e5 college eller ej, vel? Nej, fordi forskellen i performance ikke er der. Nogen s\u00f8gte efter en iPhone-oplader, fordi de har brug for en iPhone-oplader.<\/p>\n<p>Om den person bor i Arizona, eller New York, eller gik p\u00e5 college har ingen som helst indvirkning.<\/p>\n<p>S\u00f8geintention trumfer m\u00e5lgruppedata for de fleste ehandelsvirksomheder, og hvor m\u00e5lgruppedata kan bruges, bruger Smart Bidding det allerede bag kulisserne.<\/p>\n<h2 id=\"h.a9n0jcp2o5bo\">L\u00f8gn 3) Saml alt i \u00e9n kampagne for at maksimere data for at hj\u00e6lpe algoritmen<\/h2>\n<p><strong>Bevis:<\/strong><\/p>\n<ul>\n<li>Tests af kampagnestruktur lavet i SavvyRevenue<\/li>\n<li>Forskellige produkter har forskellige behov, salgscyklusser, kampagner osv., s\u00e5 at stole p\u00e5 en enkelt kampagne f\u00f8rer ofte til semi-optimale resultater.<\/li>\n<\/ul>\n<p><strong>Hvad det betyder for dig:<\/strong><\/p>\n<p>At oprette 2-5 Performance Max-kampagner er ofte et sweet-spot for kampagnestrukturen.<\/p>\n<p><strong>Et gran af sandhed i l\u00f8gnen:<\/strong><\/p>\n<p>Du kan bestemt have <strong>for mange<\/strong>\u00a0Performance Max-kampagner (t\u00e6nk en pr. kategori). Det g\u00f8r det for sv\u00e6rt for algoritmen at f\u00e5 momentum (eller bruge m\u00e5lgruppedata) og \u00e5bner op for menneskelige fejl (produkter udelukket p\u00e5 tv\u00e6rs af alle kampagner osv.).<\/p>\n<p>At sprede budgettet p\u00e5 tv\u00e6rs af for mange kampagner vil resultere i, at kampagner er begr\u00e6nset af budget, mens andre bruger for meget p\u00e5 Display, fordi den ser, der er budget tilbage.<\/p>\n<p>L\u00f8sningen er ikke at oprette \u00e9n kampagne, men at t\u00e6nke over, hvilke greb du vil tr\u00e6kke i.<\/p>\n<p>Her er tre eksempler:<\/p>\n<ul>\n<li><strong>Hero vs Tilbeh\u00f8r:<\/strong>\n<ul>\n<li>Kampagne 1: Kun Hero-produkter (Casper madrasser)<\/li>\n<li>Kampagne 2: Kun tilbeh\u00f8r (Casper puder og senget\u00f8j)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li><strong>P\u00e5 tilbud vs Ikke p\u00e5 tilbud<\/strong>\n<ul>\n<li>Kampagne 1: Produkter til salg = Boost med s\u00e6sonm\u00e6ssig budjustering<\/li>\n<li>Kampagne 2: Produkter ikke til salg = Ingen s\u00e6sonm\u00e6ssig budjustering<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li><strong>Bestsellere vs Ikke-bestsellere<\/strong>\n<ul>\n<li>Kampagne 1: ROAS-m\u00e5l p\u00e5 500%<\/li>\n<li>Kampagne 2: ROAS p\u00e5 600% (eller endnu bedre: Standard Shopping)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2 id=\"h.9551d9ld0hfa\">L\u00f8gn 4) Performance Max erstatter Shopping, S\u00f8gning, Display &amp; Video<\/h2>\n<p><strong>Bevis:<\/strong><\/p>\n<ul>\n<li>Forskellige kampagnetyper kr\u00e6ver forskellige ROAS-m\u00e5l<\/li>\n<li>Display &amp; Video har ikke sl\u00e5et igennem i Performance Max<\/li>\n<\/ul>\n<p><strong>Hvad det betyder for dig:<\/strong><\/p>\n<p>De fleste annonc\u00f8rer b\u00f8r bruge Performance Max til at bevise, at Google Ads er en levedygtig kanal for dem.<\/p>\n<p>Hvis du ikke kan ops\u00e6tte en P-max-kampagne med korrekte indstillinger (budget: $300 pr. dag), og den rammer dit m\u00e5l, s\u00e5 er der sandsynligvis intet et bureau kan g\u00f8re for at hj\u00e6lpe dig.<\/p>\n<p><strong>Et gran af sandhed i l\u00f8gnen:<\/strong><\/p>\n<p>Ja, du kan vise s\u00f8ge-, shopping-, video- og displayannoncer med Performance Max, men det betyder ikke, at en P-Max-only-struktur er den optimale m\u00e5de for dig at k\u00f8re Google Ads p\u00e5.<\/p>\n<p>Google anbefaler folk at skifte Google Shopping til P-Max, men har du nogensinde h\u00f8rt dem fort\u00e6lle dig at slukke for alle dine s\u00f8ge-, display- eller YouTube-annoncekampagner?<\/p>\n<p>Du vil aldrig h\u00f8re den anbefaling, og grunden er, at P-Max ikke erstatter s\u00f8gning, video eller display.<\/p>\n<h2 id=\"h.9nh2ln4ni3rg\">L\u00f8gn 5) St\u00e6rke video- og billedaktiver er n\u00f8glen til succes i Performance Max<\/h2>\n<p><strong>Bevis:<\/strong><\/p>\n<ul>\n<li>Du f\u00e5r sj\u00e6ldent nogen meningsfuld trafik fra Display eller YouTube.<\/li>\n<\/ul>\n<p><strong>Hvad det betyder for dig:<\/strong><\/p>\n<p>At bruge betydelige ressourcer p\u00e5 kreativer til Performance Max har i bedste fald en mindre indvirkning, og i v\u00e6rste fald (det som oftes sker) g\u00f8r det ingen forskel overhovedet.<\/p>\n<p>N\u00e5r du tester video- eller displaykreativer via Performance Max, b\u00f8r du holde et skarpt \u00f8je med, hvordan disse netv\u00e6rk performer i forhold til spend og oms\u00e6tning. Kun p\u00e5 den m\u00e5de kan du forst\u00e5, om det er v\u00e6rd at investere i bedre Display &amp; Video-kreativer.<\/p>\n<p><strong>Et gran af sandhed i l\u00f8gnen:<\/strong><\/p>\n<p>Jo bedre dine kreative er, jo bedre performance vil dine kampagner, der viser disse kreativer, have. Det har v\u00e6ret en kendsgerning, s\u00e5 l\u00e6nge reklamer har eksisteret.<\/p>\n<p>Problemet er, at vi ikke kan kontrollere disse ting i P-Max:<\/p>\n<ul>\n<li>Tvinge spend over p\u00e5 nye kreativer for at teste dem<\/li>\n<li>S\u00e6t forskellige m\u00e5l for video- eller displayannoncer<\/li>\n<\/ul>\n<p>Vi kan ikke s\u00e6tte et 200% ROAS-target for YouTube-annoncer og et target p\u00e5 500% for Shopping-annoncer og et 1000% target for brands\u00f8geord inde i den samme Performance Max-kampagne.<\/p>\n<p>P\u00e5 nuv\u00e6rende tidspunktet, er der ikke engang en god rapport for, hvor meget et kreativ har brugt, og hvilke m\u00e5lgrupper det blev vist til.<\/p>\n<p>S\u00e5 vi kan ikke vide med sikkerhed, at ved at investere $1,000 (og tid) i en ny video til YouTube vil resultere i, at P-Max bruger nogen penge p\u00e5 den.<\/p>\n<p>Jeg h\u00e5ber, vi vil v\u00e6re i stand til at g\u00f8re det en dag, men indtil da, s\u00e5 er det at fodre P-Max med bedre kreativer den bedste l\u00f8sning.<\/p>\n<h2 id=\"h.y7tx5pt8fpnz\">L\u00f8gn 6) Uden brands\u00f8geord i P-Max lider non-brand performance<\/h2>\n<p><strong>Bevis:<\/strong><\/p>\n<ul>\n<li>Vi k\u00f8rer alle vores Performance Max-kampagner med brandudelukkelse og burde v\u00e6re g\u00e5et konkurs, hvis det skadede performance.<\/li>\n<li>Vi fjerner rutinem\u00e6ssigt brand fra Performance Max-kampagner, n\u00e5r vi tager nye kunder ombord. Igen, vi burde se et m\u00e6rkbart fald i performance, hvis det bet\u00f8d noget (og miste miste kunder hurtigt).<\/li>\n<li>En eksisterende P-Max-kampagne med h\u00f8j performance f\u00e5r s\u00e5 meget data andre steder, at dine brands\u00f8geord er en dr\u00e5be i havet<\/li>\n<\/ul>\n<p><strong>Hvad det betyder for dig:<\/strong><\/p>\n<p>Du kan og b\u00f8r udelukke alle brands\u00f8geord fra dine Performance Max-kampagner.<\/p>\n<p>Hvis ikke du g\u00f8r det, vil brands\u00f8geord sk\u00e6vvrider dine ROAS-tal, og Performance Max vil ikke tappe tilstr\u00e6kkeligt ind i non-brand Search inventar, n\u00e5r den bare kan spise af dine brands\u00f8geord.<\/p>\n<p><strong>Et gran af sandhed i l\u00f8gnen:<\/strong><\/p>\n<p>Vi k\u00f8rer meget f\u00e5 kampagner for opstartsbrands indenfor ehandel i Savvy. Vi er typisk ikke bureauet, du g\u00e5r til, n\u00e5r du g\u00e5r fra nul til et, men fra et til en million. Derfor er et af vores kriterier for valg af kunder; Proof of Concept.<\/p>\n<p>Men min gode ven <a href=\"https:\/\/www.linkedin.com\/in\/menachemani\/\">Menachem Ani<\/a>\u00a0har fortalt og vist mig flere gange, at det hj\u00e6lper dem med at skalere helt nye Performance Max-kampagner for nye annonc\u00f8rer.<\/p>\n<p>Jeg kan ikke mods\u00e6tte mig de beviser, han kommer med, s\u00e5 jeg vil g\u00e5 s\u00e5 langt og sige, at der er noget om, hvordan brands\u00f8geord kan hj\u00e6lpe P-Max i gang. Men n\u00e5r du f\u00f8rst har skaleret, s\u00e5 er det afg\u00f8rende, at du f\u00e5r dine brands\u00f8geord ud af P-Max.<\/p>\n<h2 id=\"h.j9cz6hw8lrzn\">Konklusion: Stol ikke p\u00e5 alt, hvad du l\u00e6ser<\/h2>\n<p>Som en, der har v\u00e6ret i Google Ads-verdenen i mange \u00e5r og kender stort set alle, kan jeg fort\u00e6lle dig dette: Det meste af det, du l\u00e6ser, kommer fra et enkelt case-studie.<\/p>\n<p>Kun f\u00e5 betroede personer, jeg kender, skriver l\u00e6ring baseret p\u00e5 et bredt udvalg af cases.<\/p>\n<p>De fleste r\u00e5d, du l\u00e6ser, er \u201chot takes\u201d baseret p\u00e5, hvad nogen har set virke en eller to gange. Det betyder ikke, at det virker det meste af tiden, men bare, at det har virket et par gange for denne ene person under specifikke omst\u00e6ndigheder.<\/p>\n<p>Det er som Google, der konstant pr\u00f8ver at pushe Performance Max p\u00e5 vores apotekskunde. Der er bare s\u00e5 mange grunde til at det ikke er en smart id\u00e9. En af dem er manglen p\u00e5 kontrol over, hvilket budskab der g\u00e5r med hvilket produkt.<\/p>\n<p>Bare fordi noget har virket en eller to gange, betyder det ikke, at det er det rigtige at g\u00f8re for dig.<\/p>\n<p>Vores job i online marketing er g\u00e5et fra at v\u00e6re meget teknisk (husker du mobil- og desktopenhedsjusteringer?) til at v\u00e6re mere strategisk.<\/p>\n<p>For at du kan forts\u00e6tte med at vokse i denne branche, skal du l\u00e6re at skelne gode r\u00e5d, der passer til din marketingstrategi, og hot takes, der bare lyder godt.<\/p>\n<p>Hvis du gerne vil have <a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/performance-max-optimering\/\">optimeringer der ikke kun er baseret p\u00e5 enkeltst\u00e5ende case<\/a> er dette artiklen for dig.<\/p>\n<figure style=\"text-align: right;\"><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Opsumering Performance Max er en misforst\u00e5et kampagnetype De fleste taktikker, folk f\u00e5r fortalt som kan forbedre performance, har en ubetydelig effekt At l\u00e6re at skelne en god taktik fra en d\u00e5rlig taktik er vigtigere end nogensinde Du kan og b\u00f8r optimere Performance Max-kampagner for at f\u00e5 mere ud af Google Ads Intro Content\u00a0om Performance Max [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4841,"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 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