{"id":14182,"date":"2021-12-02T15:19:18","date_gmt":"2021-12-02T14:19:18","guid":{"rendered":"https:\/\/inboundcph.dk\/performance-max\/"},"modified":"2024-04-25T05:20:29","modified_gmt":"2024-04-25T04:20:29","slug":"maximal-prestanda","status":"publish","type":"post","link":"https:\/\/inboundcph.dk\/sv\/performance-max\/","title":{"rendered":"Performance Max - Google Ads nya svarta l\u00e5da"},"content":{"rendered":"

Vad \u00e4r den maximala prestandan?<\/strong><\/h2>\n

Performance max (PM) \u00e4r kulmen p\u00e5 de senaste \u00e5rens utveckling mot mer automatiserade Google Ads-l\u00f6sningar. Dessa inkluderar Universal App Campaigns och Smart Shopping, d\u00e4r anv\u00e4ndaren har mycket mindre inflytande \u00f6ver att st\u00e4lla in och anpassa kampanjer. PM \u00e4r det f\u00f6rsta steget mot att leverera en (n\u00e4stan) helt automatiserad l\u00f6sning som t\u00e4cker hela annonstratten - n\u00e5got som l\u00e4nge har varit en ambition f\u00f6r Google.<\/p>\n

Formatet fungerar s\u00e5 att vi ger Google allt kreativt material som vi har tillg\u00e4ngligt, dvs. annonstexter, s\u00e4ljargument, bilder och videomaterial. D\u00e4refter tar Google denna samling av kreativt material och skapar text-, bild- och videoannonser. Vi ber\u00e4ttar sedan f\u00f6r systemet vilken konverteringspunkt vi \u00e4r intresserade av att optimera f\u00f6r, och sedan sl\u00e4pper vi algoritmen l\u00f6s.<\/p>\n

Googles l\u00f6fte \u00e4r att de kan n\u00e5 k\u00f6pklara anv\u00e4ndare med r\u00e4tt budskap, i r\u00e4tt kanal, s\u00e5 l\u00e4nge vi ger dem fria tyglar.<\/p>\n

\n

F\u00f6r- och nackdelar\u00a0<\/strong><\/h2>\n

Upps\u00e4ttning<\/strong>
\nF\u00f6rdel:<\/em><\/strong> Enkelt. PM \u00e4r i allm\u00e4nhet l\u00e4tt att konfigurera eftersom vi l\u00e4mnar mycket \u00e5t algoritmen. Detta inneb\u00e4r att du i princip kan uppn\u00e5 en relativt omfattande installation utan att beh\u00f6va konfigurera en st\u00f6rre installation.
\nNackdel<\/em>:<\/strong> Allm\u00e4nt och brett. Om du \u00e4nd\u00e5 har det kreativa materialet p\u00e5 plats kan du konfigurera en mer anpassad inst\u00e4llning som garanterat kommer att vara l\u00e4ttare att f\u00e5 insikter fr\u00e5n.<\/p>\n

Signalering<\/strong>
\nF\u00f6rdel:<\/em><\/strong> Hemliga signaler. Google har tillg\u00e5ng till ett antal signaler som vi inte sj\u00e4lva aktivt kan rikta in oss p\u00e5. Till exempel anv\u00e4ndarnas tidigare surfbeteende. Dessa uppgifter har en enorm potential.
\nNackdel:<\/em><\/strong> Det \u00e4r inte unikt. Dessa signaler fungerar ocks\u00e5 som sekund\u00e4ra optimeringssignaler f\u00f6r v\u00e5ra aktiva produkter n\u00e4r vi har CPA- eller RoAS-m\u00e5l aktiverade. De \u00e4r allts\u00e5 inte unika f\u00f6r Performance Max.<\/p>\n

Mer kreativ\u00a0<\/strong>
\nF\u00f6rdel:<\/em><\/strong> Google komponerar sig sj\u00e4lv. Google har st\u00f6rre frihet n\u00e4r det g\u00e4ller kreativitet, eftersom det kan blanda och matcha text med banners. Det \u00e4r dock baserat p\u00e5 maskininl\u00e4rning, s\u00e5 anpassningen beror p\u00e5 data.
\nNackdel:<\/em><\/strong> D\u00e5lig meritlista. Vi har inte alltid goda erfarenheter av kvaliteten p\u00e5 Googles reklammaterial. Dynamiska banners har potential att se lite skrapiga ut och Google kan klippa i videomaterialet vi laddar upp.<\/p>\n

Uppgifter<\/strong>
\nF\u00f6rdel:<\/em><\/strong> Det du inte ser, tycker du inte synd om.
\nNackdel:<\/em><\/strong> Performance Max \u00e4r en svart l\u00e5da. Vi f\u00e5r inte veta vad som har fungerat. I grund och botten kan det rikta in sig p\u00e5 varum\u00e4rkess\u00f6kord p\u00e5 Google utan att vi vet om det. P\u00e5 samma s\u00e4tt kan vi inte heller optimera vad som fungerar\/inte fungerar eftersom vi inte har n\u00e5got s\u00e4tt att ta reda p\u00e5 det.<\/p>\n

Infrastruktur<\/strong>
\nF\u00f6rdel:<\/em><\/strong> Full disk. Google utnyttjar hela sitt n\u00e4tverk via PM - Search, Gmail, YouTube, Display och Discover. P\u00e5 s\u00e5 s\u00e4tt n\u00e5r du en bred publik.
\nNackdel:<\/em><\/strong> Ifr\u00e5gas\u00e4ttande sp\u00e5rning. Googles ekosystem pratar inte s\u00e4rskilt bra med varandra i allm\u00e4nhet. Till exempel \u00e4r analytisk sp\u00e5rning n\u00e4stan v\u00e4rdel\u00f6s n\u00e4r det g\u00e4ller visning. Det \u00e4r sv\u00e5rt att lita p\u00e5 p\u00e5verkan och attribution s\u00e5 l\u00e4nge det \u00e4r fallet.<\/p>\n

 <\/p>\n

\n

\u00c4r det v\u00e4rt att anv\u00e4nda Performance Max?<\/strong><\/h2>\n

Precis som med Googles andra automatiseringsl\u00f6sningar f\u00f6rlorar man \u00e5terigen kontrollen. Detta kan vara b\u00e5de bra och d\u00e5ligt. Om vi tittar p\u00e5 automatiserade budstrategier och dynamiska s\u00f6kannonser fungerade de d\u00e5ligt i b\u00f6rjan, men har f\u00f6rfinats med tiden och \u00e4r n\u00e4stan oumb\u00e4rliga. S\u00e5 vi kommer f\u00f6rmodligen ocks\u00e5 att se detta som en produkt som kommer att ha en l\u00e5ng uppstartsperiod f\u00f6r att vara allm\u00e4nt till\u00e4mplig.<\/p>\n

Google har dock sagt att detta inte \u00e4r en A-Z-l\u00f6sning som kommer att ers\u00e4tta alla dina aktiviteter, utan snarare en kompletterande aktivitet till dina andra aktiviteter.<\/p>\n

Min gissning \u00e4r att m\u00e5nga specialister (s\u00e4rskilt p\u00e5 byr\u00e5er) kommer att vara skeptiska till det nya formatet. De som \u00e4gnar all sin tid \u00e5t att kombinera m\u00e5lgruppsanpassning med r\u00e4tt budskap borde trots allt kunna f\u00e5 ihop n\u00e5got som en maskin \u00e4nnu inte kan. Men det kommer definitivt att finnas situationer d\u00e4r vi kommer att se att Performance Max kan g\u00f6ra riktigt bra ifr\u00e5n sig om man har tillr\u00e4ckligt med data och kreativitet.<\/p>","protected":false},"excerpt":{"rendered":"

Hvad er performance max? Performance max (PM) er kulminationen p\u00e5 de sidste \u00e5rs bev\u00e6gelse mod en r\u00e6kke mere automatiserede Google Ads l\u00f8sninger. Her kan n\u00e6vnes Universal App Campaigns og Smart Shopping, hvor brugeren har langt mindre indflydelse p\u00e5 ops\u00e6tning og tilpasning af kampagnerne. PM m\u00e5 siges at v\u00e6re det f\u00f8rste skud p\u00e5 stammen for at […]<\/p>\n","protected":false},"author":2,"featured_media":15704,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[64,90],"tags":[],"class_list":["post-14182","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-annoncering_cat","category-strategi_cat"],"acf":{"form":false,"post_short_description":"Den 2. november lancerede Google deres nye Performance Max format. Med et navn der mest af alt giver associationer til et kosttilskud der kan forbedre ens seksuelle form\u00e5en, s\u00e6tter de forventningerne h\u00f8jt til produktet.","post_authors":[13313],"post_contact_section":{"post_contact_section_employee":13364,"post_contact_section_title":"Vil du h\u00f8re mere?","post_contact_section_text":"Vi forst\u00e5r, at det kan v\u00e6re en stor beslutning at v\u00e6lge et bureau. Men h\u00e5nden p\u00e5 hjertet \u2013 var vi dig, s\u00e5 havde vi valgt os selv. Vores kunder kalder os Danmarks \u00e6rligste og mest n\u00e6rv\u00e6rende bureau \u2013 og hos os finder du specialister, der mestrer strategi og digital marketing. M\u00e5ske er vi ogs\u00e5 det helt rigtige bureau for dig? Kontakt os & find ud af det."}},"yoast_head":"\nPerformance Max - Google Ads' nye black box | InboundCPH<\/title>\n<meta name=\"description\" content=\"Performance Max er kulminationen p\u00e5 de sidste \u00e5rs bev\u00e6gelse mod en r\u00e6kke mere automatiserede Google Ads l\u00f8sninger.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/inboundcph.dk\/sv\/maximal-prestanda\/\" \/>\n<meta property=\"og:locale\" content=\"sv_SE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Performance Max - Google Ads nye black box\" \/>\n<meta property=\"og:description\" content=\"Performance Max er kulminationen p\u00e5 de sidste \u00e5rs bev\u00e6gelse mod en r\u00e6kke mere automatiserede Google Ads l\u00f8sninger.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/inboundcph.dk\/sv\/maximal-prestanda\/\" \/>\n<meta property=\"og:site_name\" content=\"InboundCPH\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/inboundcph\" \/>\n<meta property=\"article:published_time\" content=\"2021-12-02T14:19:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-25T04:20:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/inboundcph.dk\/wp-content\/uploads\/2024\/04\/Google-Ads-blogindlaeg-1-scaled-3.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2000\" \/>\n\t<meta property=\"og:image:height\" content=\"1047\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Vincere Digital\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Skriven av\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vincere Digital\" \/>\n\t<meta name=\"twitter:label2\" content=\"Ber\u00e4knad l\u00e4stid\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuter\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/\"},\"author\":{\"name\":\"Vincere Digital\",\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/#\\\/schema\\\/person\\\/f2b963382cc96ded994c3eab85cfdabf\"},\"headline\":\"Performance Max – Google Ads nye black box\",\"datePublished\":\"2021-12-02T14:19:18+00:00\",\"dateModified\":\"2024-04-25T04:20:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/\"},\"wordCount\":720,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/inboundcph.dk\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/Google-Ads-blogindlaeg-1-scaled-3.jpg\",\"articleSection\":[\"Annoncering\",\"Strategi\"],\"inLanguage\":\"sv-SE\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/\",\"url\":\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/\",\"name\":\"Performance Max - 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