{"id":16019,"date":"2024-01-18T01:00:00","date_gmt":"2024-01-17T23:00:00","guid":{"rendered":"https:\/\/adfreak.se\/?p=16019"},"modified":"2024-01-22T10:29:02","modified_gmt":"2024-01-22T08:29:02","slug":"sa-paverkar-google-search-generator-ppc-marketing","status":"publish","type":"post","link":"https:\/\/adfreak.se\/en\/digitala-nyheter\/sa-paverkar-googles-sokgenerator-ppc-marknadsforing\/","title":{"rendered":"How Google&#039;s Search Engine Affects PPC Marketing"},"content":{"rendered":"\n<div>\n<div>\n<div>\n<div>\n<div>\n<p>Googles S\u00f6kgeneratorupplevelse kan komma att omvandla PPC-marknadsf\u00f6ring fr\u00e5n grunden, vilket skapar b\u00e5de otroliga m\u00f6jligheter och utmaningar f\u00f6r marknadsf\u00f6rare.<\/p>\n<p>Under SMX Next&#8217;s expertpanel diskuterades hur v\u00e5r bransch kan komma att f\u00f6r\u00e4ndras.<\/p>\n<p>H\u00e4r f\u00f6ljer en sammanfattning av deras tankar och insikter.<\/p>\n\n<h2 class=\"wp-block-heading\">Vad \u00e4r SGE?<\/h2>\n<p>SGE \u00e4r en stor f\u00f6r\u00e4ndring j\u00e4mf\u00f6rt med det traditionella s\u00e4ttet som s\u00f6kningar fungerar p\u00e5.<\/p>\n<p>I det f\u00f6rflutna, visade Google upp tio bl\u00e5 l\u00e4nkar f\u00f6r anv\u00e4ndarfr\u00e5gor, och n\u00e4r man klickade p\u00e5 dem ledde de anv\u00e4ndaren till webbplatserna, vilket genererade trafik.<\/p>\n<p>Med SGE \u00e4ndras processen \u2013 svaren p\u00e5 fr\u00e5gorna ges direkt i s\u00f6kresultaten, vilket eliminerar behovet av att klicka p\u00e5 l\u00e4nkar. Denna f\u00f6r\u00e4ndring kan ha <strong>stora konsekvenser f\u00f6r webbplatstrafik<\/strong>.\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Oavsett s\u00f6kfr\u00e5ga kommer du att f\u00e5 se svar och prop\u00e5er d\u00e4r du kan forts\u00e4tta klicka f\u00f6r att f\u00f6rfina din s\u00f6kning eller f\u00e5 mer information utan att n\u00e5gonsin l\u00e4mna s\u00f6kresultatet.<\/li>\n\n\n\n<li>Maskininl\u00e4rningen kan \u00e4ndra s\u00f6kfr\u00e5gan utan att anv\u00e4ndarna beh\u00f6ver g\u00f6ra n\u00e5got annorlunda.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-annonsering-inom-sge\">Annonsering inom SGE<\/h2>\n\n\n\n<p>Annonserna visas b\u00e5de ovanf\u00f6r SGE-resultatet och direkt under det. Dock kan annonsplaceringen komma att f\u00f6r\u00e4ndras n\u00e4r funktionen introduceras fullt ut.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Det ligger i Googles intresse att annonser genererar klick, s\u00e5 jag tror att vi kan f\u00f6rv\u00e4nta oss att annonser har ett h\u00f6gt fokus p\u00e5 hur de kommer att synas p\u00e5 allra b\u00e4sta s\u00e4tt. <\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-mottagandet-av-sge\">Mottagandet av SGE<\/h2>\n\n\n\n<p>F\u00f6rv\u00e4ntningarna \u00e4r att SGE kommer att p\u00e5verka s\u00f6k- och <a href=\"https:\/\/adfreak.se\/\">digital marknadsf\u00f6ring<\/a>, men gruppen tror inte p\u00e5 ett snabbt genomslag av tekniken. P\u00e5 grund av detta f\u00f6rv\u00e4ntar jag mig inte n\u00e5gra betydande f\u00f6r\u00e4ndringar i PPC-m\u00e4tv\u00e4rden inom en n\u00e4ra framtid. <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Jag tror inte att antagandet av SGE kommer att vara lika utbrett inom \u00f6versk\u00e5dlig framtid som man kan tro.<\/li>\n\n\n\n<li>Kom ih\u00e5g n\u00e4r r\u00f6ststyrda s\u00f6kningar skulle bli det stora nya? Sedan var det Google Assistant. Vi digitala marknadsf\u00f6rare, \u00e4r alla involverade i SGE eftersom vi \u00e4r marknadsf\u00f6rare, men jag ser inte att allm\u00e4nheten kommer att bli lika p\u00e5verkad som oss.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\"><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-paverkan-pa-klickfrekvensen-ctr\">P\u00e5verkan p\u00e5 klickfrekvensen (CTR)<\/h2>\n\n\n\n<p>N\u00e4r SGE \u00e4r fullt implementerat tror jag att annons\u00f6rer kommer att se en betydande p\u00e5verkan p\u00e5 klickfrekvensen (CTR). Som specialist p\u00e5 <a href=\"https:\/\/adfreak.se\/google-ads\/\">Google Ads<\/a> tror jag att vi kommer beh\u00f6va fokusera mindre p\u00e5 vissa m\u00e4tv\u00e4rden och mer p\u00e5 andra. <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Det k\u00e4nns som att de vill inte vill att vi ska titta p\u00e5 m\u00e4tv\u00e4rden som CTR, och ist\u00e4llet fokusera p\u00e5 s\u00e5dant som kostnad per handling (CPA) och avkastning p\u00e5 annonsinvestering (ROAS). Detsamma kan s\u00e4gas f\u00f6r kostnad per klick (CPC).<\/li>\n\n\n\n<li>Jag tror att vi alla h\u00e4r har \u00e5sikter om att CPC:er kan vara f\u00f6r h\u00f6ga. Men dialogen skiftas definitivt fr\u00e5n att titta p\u00e5 CPC:er till att ist\u00e4llet titta p\u00e5 ren avkastning.<\/li>\n\n\n\n<li>Med det sagt, f\u00f6rv\u00e4ntar jag mig inte en stor f\u00f6r\u00e4ndring i vad jag skulle anse vara verkliga resultatv\u00e4rden Jag ser inte att det f\u00f6r\u00e4ndras alltf\u00f6r mycket. Det skulle s\u00e4tta k\u00e4ppar i hjulet f\u00f6r allas annonsering \u2013 och troligen \u00e4ven f\u00f6r Googles int\u00e4kter.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ppc-och-seo-gar-ihop\">PPC och SEO g\u00e5r ihop?<\/h2>\n\n\n\n<p>\u00c4ven om jag inte tror att  stora f\u00f6r\u00e4ndringar i PPC inom en snar framtid, f\u00f6rest\u00e4ller hon sig att SGE kommer att \u00e4ndra hur SEO- och PPC-experter samarbetar. I takt med att s\u00f6kbeteenden och resultat utvecklas kommer PPC- och SEO-marknadsf\u00f6rare att arbeta n\u00e4rmare varandra.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Som marknadsf\u00f6rare har vi specialiserat, men dspecilalister beh\u00f6ver bli b\u00e4ttre p\u00e5 att kommunicera och samarbeta sinsemellan. <\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-paverkan-pa-sokordsanalys\">P\u00e5verkan p\u00e5 s\u00f6kordsanalys<\/h2>\n\n\n\n<p>Jag tror att s\u00f6ktermer kommer att se annorlunda ut i samband med att SGE lanseras och anv\u00e4ndare f\u00f6rst\u00e5r hur de kan anv\u00e4nda denna nya typ av AI-s\u00f6kmotor. Specifika s\u00f6kningar p\u00e5 tj\u00e4nster och produkter kommer f\u00f6rmodligen fortfarande att anv\u00e4ndas, men s\u00f6kningar kommer \u00e4ven bli mer utformade som fr\u00e5gor. Detta f\u00f6r att det AI-genererade s\u00f6kresultatet kommer vara mer p\u00e5litligt med tiden och anv\u00e4ndare kommer vilja ta reda p\u00e5 vilken tj\u00e4nst och produkt som rekommenderas utifr\u00e5n personens specifika behov. D\u00e4rf\u00f6r b\u00f6r f\u00f6retag ha en mer omfattande strategi f\u00f6r hur de t\u00e4cker grundl\u00e4ggande fr\u00e5gor som ber\u00f6r deras verksamhet.<\/p>\n\n\n\n<p>Ett exempel kan vara att en anv\u00e4ndare ist\u00e4llet s\u00f6ker s\u00e5h\u00e4r: <em>Jag har [dessa] behov och jag s\u00f6ker en tj\u00e4nst som t\u00e4cker samtliga av mina behov<\/em>. <br>F\u00f6rutom att f\u00e5 produkter och annonser presenterat p\u00e5 ett klassiskt vis kommer Google \u00e4ven kunna motivera varf\u00f6r vissa specifika f\u00f6retag, tj\u00e4nster och produkter rekommenderas. <\/p>\n\n\n\n<p>Se till att ha v\u00e4lformulerade sidor som t\u00e4cker alla m\u00f6jliga aspekter av anv\u00e4ndarnas fr\u00e5gor som kan uppst\u00e5 kring ert sortiment. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-en-ny-strategi\">En ny strategi<\/h2>\n\n\n\n<p>Det f\u00f6rv\u00e4ntas att den totala s\u00f6kvolymen kommer att f\u00f6rbli densamma efter att SGE har lanserats. D\u00e4remot kan s\u00f6kf\u00f6rslagen f\u00f6r\u00e4ndras baserat p\u00e5 trender och anv\u00e4ndarbeteenden. Han f\u00f6rutser att annons\u00f6rer kommer att visa st\u00f6rre intresse f\u00f6r inneh\u00e5ll som ber\u00f6r den \u00f6vre delen av f\u00f6rs\u00e4ljningstratten, s\u00e5som display- och videoannonsering, vilket kan p\u00e5verka den ekonomiska modellen och \u00f6ka antalet annonser inom dessa omr\u00e5den.<\/p>\n\n\n\n<p>Jag ser inte att Google tar kontroll \u00f6ver anv\u00e4ndars\u00f6kningar, men f\u00f6rv\u00e4ntar mig en f\u00f6r\u00e4ndring i hur anv\u00e4ndare styrs mot sina slutgiltiga fr\u00e5gor. Detta kommer sannolikt att p\u00e5verka resultaten men inte n\u00f6dv\u00e4ndigtvis sj\u00e4lva s\u00f6kvolymen.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-hur-paverkar-detta-sattet-du-skriver-annonser-pa\">Hur p\u00e5verkar detta s\u00e4ttet du skriver annonser p\u00e5?<\/h2>\n\n\n\n<p>Utmaningen f\u00f6r Google med SGE \u00e4r att p\u00e5 ett naturligt s\u00e4tt integrera annonser i s\u00f6kresultatet utan att f\u00e5 en alltf\u00f6r s\u00e4ljande ton. Den nuvarande metoden, d\u00e4r uppmaningar till handling (call-to-action) fraser komprimeras, kan se malplacerade ut bredvid en konversation.<\/p>\n\n\n\n<p>Till skillnad fr\u00e5n <a href=\"https:\/\/adfreak.se\/microsoft-ads\/\">Bings<\/a> popup-annonser kr\u00e4ver Googles strategi en f\u00f6r\u00e4ndring i hur vi formulerar v\u00e5ra annonser: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Vi beh\u00f6ver arbeta med varje tillg\u00e5ng i annonsen separat. Samtliga element kan synas enskilt och beh\u00f6ver s\u00e5ledes formuleras p\u00e5 ett s\u00e4tt s\u00e5 att anv\u00e4ndaren kan f\u00f6rst\u00e5 en bil, text, CTA osv om de skulle presenteras enskilt.<\/li>\n\n\n\n<li>Inom vissa branscher kommer Google att formulera om annonsernas inneh\u00e5ll. Det blir allts\u00e5 av stor vikt att man \u00e4r tydlig nog s\u00e5 att denna f\u00f6r\u00e4ndring inte blir allt f\u00f6r dynamisk.<\/li>\n\n\n\n<li><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-konkurrentanalys-och-sge\">Konkurrentanalys och SGE<\/h2>\n\n\n\n<p>Gruppen var \u00f6verens om att det \u00e4r v\u00e4rdefullt att k\u00e4nna till vad konkurrenterna s\u00e4ger, men det \u00e4r avg\u00f6rande att ta det med en nypa salt. Utmaningen ligger i att avg\u00f6ra om de \u00e4r unika eller bara f\u00f6ljer Googles RSA-f\u00f6rslag (<a href=\"https:\/\/support.google.com\/google-ads\/answer\/7684791?hl=sv\">Responsive Search Ads<\/a>). Gl\u00f6m inte att m\u00e5nga \u00e4r lika f\u00f6rvirrade som er och testar sitt inneh\u00e5ll. Jag har tidigare tagit \u00f6ver <a href=\"https:\/\/adfreak.se\/google-ads\/\">Google Ads<\/a> konton fr\u00e5n stora prisbel\u00f6nta byr\u00e5er som inte alls har haft kompetens nog att driva framg\u00e5ngsrika resultat p\u00e5 Google. <\/p>\n\n\n\n<p>I ett konkurrensutsatt digitalt landskap d\u00e4r m\u00e5nga anv\u00e4nder liknande fraser blir det mer viktigt \u00e4n n\u00e5gonsin att s\u00e4rskilja sig.<\/p>\n\n\n\n<div style=\"height:55px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Se video:<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Search | Google I\/O 2023\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/H0puaEKcxyE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:62px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-dags-att-utveckla-nya-fardigheter\">Dags att utveckla nya f\u00e4rdigheter<\/h2>\n\n\n\n<p>Jag r\u00e5der PPC-marknadsf\u00f6rare att bredda sina kompetenser inf\u00f6r lanseringen av SGE. Dagarna d\u00e5 man har fokuserat p\u00e5 s\u00f6kordsanalys och fin-inriktad marknadsf\u00f6ring kan snart vara \u00f6ver. Man beh\u00f6ver ist\u00e4llet se \u00f6ver helheten i kommunikationen och arbeta mer med trov\u00e4rdighet i branschen.<\/p>\n\n\n\n<p>Det \u00e4r r\u00e4tt \u00f6gonblick att se \u00f6ver sin copywriting och grafiska produktion. Det \u00e4r dags att ber\u00f6ra m\u00e4nniskor och skapa en k\u00e4nsla kring sitt varum\u00e4rke. <\/p>\n\n\n\n<p>Adfreak erbjuder professionell hj\u00e4lp med dessa bitar. F\u00f6rutom 12 \u00e5rs erfarenhet inom Google Ads och s\u00f6kmotoroptimering s\u00e5 kan vi \u00e4ven hj\u00e4lpa er med grafisk design av allra h\u00f6gsta kvalitet. Kom ih\u00e5g &#8211; kvalitet \u00e4r i regel billigare.<\/p>\n\n\n<div class=\"gb-container gb-container-bfd71745\">\n<div class=\"gb-container gb-container-18e89321\">\n\n<a class=\"gb-button gb-button-6ece0dbb gb-button-text gb-button-e727e4c2\" href=\"https:\/\/adfreak.se\/kontakt\/\">Kontakta oss<\/a>\n\n<\/div>\n<\/div>\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n","protected":false},"excerpt":{"rendered":"<p>SGE is changing the landscape of PPC marketing by shifting the focus from classic keyword research to the creation of ad copy and analysis of competitor activities. Prepare for a new era where versatility becomes the key to success.<\/p>","protected":false},"author":5,"featured_media":16649,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[50,37,44],"tags":[49],"class_list":["post-16019","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digitala-nyheter","category-google-ads","category-seo","tag-nyheter"],"acf":[],"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>Google SGE: S\u00f6kningar och resultat | Digitala nyheter | Adfreak - Digital annonsbyr\u00e5<\/title>\n<meta name=\"description\" content=\"I detta inl\u00e4gg pratar vi om S\u00e5 p\u00e5verkar Googles S\u00f6kgenerator PPC-marknadsf\u00f6ring. 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