{"id":21020,"date":"2020-04-02T12:43:11","date_gmt":"2020-04-02T10:43:11","guid":{"rendered":"https:\/\/staging.phdmedia.com_\/denmark\/?p=21020"},"modified":"2020-04-02T14:13:25","modified_gmt":"2020-04-02T12:13:25","slug":"facebook-udelukker-ikke-at-blive-ramt-af-dalende-indtjening-som-konsekvens-af-covid-19","status":"publish","type":"post","link":"https:\/\/www.phdmedia.com\/denmark\/facebook-udelukker-ikke-at-blive-ramt-af-dalende-indtjening-som-konsekvens-af-covid-19\/","title":{"rendered":"Facebook p\u00e5virkes ogs\u00e5 af COVID-19"},"content":{"rendered":"

Facebook har\u00a0<\/span>indtil videre v\u00e6ret tilbageholdende med at fort\u00e6lle, hvordan COVID-19 har p\u00e5virket indtjeningen og budgetterne i annoncesystemet.\u00a0<\/span>Facebooks CEO, Mark\u00a0<\/span>Zuckerberg<\/span>,<\/span>\u00a0har dog meldt ud<\/a><\/span>, at selvom de<\/span>\u00a0oplever<\/span>\u00a0<\/span>en<\/span>\u00a0v\u00e6kst i trafikken p\u00e5 flere platforme, herunder specielt Messenger og WhatsApp, s\u00e5 har den \u00f8gede trafik ikke haft en umiddelbar effekt p\u00e5 indtjeningen, da Facebook tjener st\u00f8rstedelen af\u00a0<\/span>sine\u00a0<\/span>annonceindt\u00e6gter i andre platforme<\/span>,\u00a0<\/span>som<\/span>\u00a0Facebook og Instagram<\/span>. Derudover vil Zuckerberg heller ikke afvise, at\u00a0<\/span>corona<\/span>-krisen\u00a0<\/span>kommer<\/span><\/i>\u00a0til at p\u00e5virke Facebook, da\u00a0<\/span>han<\/span>\u00a0ikke vil udelukke, at mindre virksomheder\u00a0<\/span>f\u00f8r eller siden tr\u00e6kke<\/span>r<\/span>\u00a0<\/span>annoncebudgetter fra platformen.\u00a0<\/span>\u00a0<\/span><\/p>\n

Vi ser kraftigt faldende priser p\u00e5 tv\u00e6rs af alle Facebooks annoncer<\/span><\/b>
\n<\/span>Uanset hvad<\/span>\u00a0Facebook selv siger<\/span>, s\u00e5 ser det\u00a0<\/span>dog\u00a0<\/span>ud til, at udbruddet af COVID-19 har haft en<\/span>\u00a0markant indflydelse<\/span>\u00a0p\u00e5 CPM-priserne i annoncesystem<\/span>et<\/span> \u2013 i hvert fald p\u00e5 det danske marked, som tallene herunder er udtryk for (tallene er <\/em><\/span><\/span>trukket p\u00e5 tv\u00e6rs af OMG Danmarks annonc\u00f8rer for marts, 2020)<\/span><\/span><\/em><\/span>.\u00a0<\/span>Samlet set ligger CPM-priserne p\u00e5 tv\u00e6rs af<\/span>\u00a0kampagnetyper<\/span>\u00a0i Facebook i\u00a0<\/span>inde<\/span>ks<\/span>\u00a069, hvis vi sammenholder priserne fra 1-12. marts med 13-<\/span>29<\/span>. marts (Mette Frederiksen lukkede Danmark ned d. 12. marts). Figure<\/span>n\u00a0<\/span>herunder viser udviklingen i CPM-priser for tre<\/span>\u00a0<\/span>kampagnetyper<\/span>\u00a0i Facebooks<\/span>\u00a0<\/span>annoncesystem<\/span>;<\/span>\u00a0Reach, Traffic og Conversion<\/span>s<\/span>.\u00a0<\/span>\u00a0<\/span><\/p>\n

Til dem, der ikke er fortrolige med Facebook<\/span>s<\/span>\u00a0kampagnetyper, s\u00e5 er\u00a0<\/span>Reach<\/span>-kampagner<\/span>\u00a0prim\u00e6rt<\/span>\u00a0tilt\u00e6nkt upper\u00a0<\/span>funnel<\/span>-aktiviteter og har til form\u00e5l at skabe d\u00e6kning<\/span>, Traffic-kampagner\u00a0<\/span>kan\u00a0<\/span>b\u00e5de\u00a0<\/span>anvendes\u00a0<\/span>til\u00a0<\/span>mid<\/span>– og\u00a0<\/span>lower<\/span>\u00a0<\/span>funnel<\/span>-aktiviteter og\u00a0<\/span>optimerer\u00a0<\/span>efter at skabe trafik til site, mens Conversions-kampagner optimerer efter at skabe s\u00e5 mange online konverteringer som muligt (Salg, Downloads,\u00a0<\/span>Leads<\/span>, etc<\/span>.) og er alts\u00e5 en\u00a0<\/span>lower<\/span>\u00a0<\/span>funnel<\/span>-aktivitet.<\/span>\u00a0<\/span><\/p>\n

T<\/span>abellen\u00a0<\/span>viser den indekserede<\/span>\u00a0udvikling<\/span>\u00a0<\/span>i\u00a0<\/span>CPM\u2019er<\/span>\u00a0og\u00a0<\/span>CPC\u2019er<\/span>\u00a0for de tre optimeringer i perioden efter Danmark blev lukket ned.<\/span>\u00a0<\/span><\/p>\n

\"\"<\/a><\/p>\n

De<\/span>n\u00a0<\/span>12. marts skete et\u00a0<\/span>tydeligt\u00a0<\/span>skifte i CPM-priserne i Facebook. B\u00e5de Reach<\/span>–<\/span>, Traffic<\/span>–<\/span>\u00a0og Conversions<\/span>-kampagner<\/span>\u00a0tog en p\u00e6n\u00a0<\/span>tur ned<\/span>,\u00a0<\/span>hvor\u00a0<\/span>Conversions-optimerede kampagner\u00a0<\/span>dog oplevede det st\u00f8rste fald i<\/span>\u00a0<\/span>CPM-pris<\/span>erne<\/span>.\u00a0<\/span>Det der ogs\u00e5 fremg\u00e5r er, at selvom alle tre\u00a0<\/span>kampagnetyper<\/span>\u00a0faldt i dagene efter nedlukningen, s\u00e5 er det kun Conversions<\/span>–<\/span>\u00a0og Reach<\/span>-kampagner<\/span>, der er\u00a0<\/span>for<\/span>blevet\u00a0<\/span>i\u00a0<\/span>et<\/span>\u00a0<\/span>lavere niveau<\/span>. Traffic-kampagner er nu tilbage i et<\/span>\u00a0prisleje<\/span>, der<\/span>,\u00a0<\/span>m\u00e5lt p\u00e5 CPM<\/span>,<\/span>\u00a0er identisk med perioden f\u00f8r nedlukningen. Reach-kampagner har stabiliseret sig i et leje\u00a0<\/span>20-25%<\/span>\u00a0under niveauet f\u00f8r d. 12. marts, mens Conversions-kampagner er blevet markant billigere\u00a0<\/span>p\u00e5\u00a0<\/span>CPM<\/span>\u00a0siden 12. marts<\/span>.\u00a0<\/span>Og u<\/span>dviklingen\u00a0<\/span>s<\/span>er<\/span>\u00a0ud til<\/span>\u00a0<\/span>at forts\u00e6tte.<\/span>\u00a0<\/span><\/p>\n

Det er i \u00f8vrigt v\u00e6sentligt at pointere, at selvom der er mere trafik i platformen, s\u00e5 har det ikke umiddelbart\u00a0<\/span>haft\u00a0<\/span>negativ effekt p\u00e5\u00a0<\/span>klik<\/span>priserne, der falder over hele linjen<\/span>. Igen er de<\/span>t<\/span>\u00a0Conversions-kampagnerne, der er faldet mest<\/span>,<\/span>\u00a0og\u00a0<\/span>CPC\u2019en<\/span>\u00a0for denne kampagnetype ligger i\u00a0<\/span>index<\/span>\u00a070.<\/span>\u00a0Faldet i CPC indikere<\/span>r<\/span>, at den mindre konkurrence om bruger<\/span>ne<\/span>\u00a0i Facebooks platforme<\/span>\u00a0g\u00f8r det billigere for annonc\u00f8rer<\/span>ne<\/span>\u00a0at\u00a0<\/span>eksponere<\/span>\u00a0<\/span>de<\/span>res<\/span>\u00a0<\/span>kommunikation for de\u00a0<\/span>rette brugere,<\/span>\u00a0dette<\/span>\u00a0forst\u00e5et som de brugere<\/span>,<\/span>\u00a0der er mest tilb\u00f8jelig<\/span>e<\/span>\u00a0til at udf\u00f8re en handling<\/span>\u00a0\u2013 i dette tilf\u00e6lde i form a<\/span>f et<\/span>\u00a0klik.\u00a0<\/span>\u00a0<\/span><\/p>\n

Conversions- og Traffic-kampagne<\/span>r<\/span>\u00a0vil altid optimere efter handlinger i h\u00f8jere grad end Reach-kampagner, hvorfor det\u00a0<\/span>ogs\u00e5 giver mening, at netop disse kampagne-typer ligger i\u00a0<\/span>d<\/span>et lav<\/span>este\u00a0<\/span>CPC-<\/span>indeks<\/span>.<\/span>\u00a0<\/span>Den \u00f8gede aktivitet i Facebook har tilsyneladende ikke givet brugerne mindre lyst til at\u00a0<\/span>engagere sig med kommercielle budskaber<\/span>, og det kan du\u00a0<\/span>med fordel drage nytte af.<\/span>\u00a0<\/span><\/p>\n

Udnyt\u00a0<\/span><\/b>prisudviklingen i Facebook<\/span><\/b>
\n<\/span>De lavere priser p\u00e5 tv\u00e6rs af Facebooks platforme skyldes formentlig to ting, 1) mere\u00a0<\/span>inventory<\/span>\u00a0fordi flere brugere er mere aktive<\/span>,<\/span>\u00a0og 2) at annonc\u00f8rer tr\u00e6kker marketingsbudgetter fra eksisterende aktiviteter og afventer<\/span>\u00a0fremtidige kampagner<\/span>,<\/span>\u00a0indtil<\/span>\u00a0<\/span>Danmark er\u00a0<\/span>tilbage p\u00e5 fode\u00a0igen.<\/span>\u00a0<\/span><\/p>\n

Tager vi\u00a0<\/span>udviklingen i CPC in mente, s\u00e5 er der gunstige forhold\u00a0<\/span>for\u00a0<\/span>annonc\u00f8r<\/span>erne<\/span>\u00a0i disse tider<\/span>. Hvad enten dit<\/span>\u00a0marketing<\/span>–<\/span>KPI er at eksponere s\u00e5 mange unikke brugere som muligt, at drive trafik eller l\u00f8fte on-site konverteringer, s\u00e5 b\u00f8r du overveje at holde dine Facebook-aktiviteter k\u00f8rende<\/span>, da brugerne kan k\u00f8bes langt billigere end under normale omst\u00e6ndigheder.\u00a0<\/span>S\u00e6rligt<\/span>\u00a0hvis du afvikler Performance Marketing<\/span>. Hvis ikke du allerede\u00a0<\/span>annoncer<\/span>er p\u00e5 Facebook<\/span>,<\/span>\u00a0er\u00a0<\/span>corona<\/span>-krisen m\u00e5ske ligefrem en<\/span>\u00a0<\/span>\u201d<\/span>k\u00e6rkommen<\/span>\u201d<\/span>\u00a0mulighed for at teste platformen til en billigere pris end\u00a0<\/span>normalt<\/span>.\u00a0<\/span>Du b\u00f8r i hvert fald\u00a0<\/span>overveje<\/span>,<\/span>\u00a0om\u00a0<\/span>ikke\u00a0<\/span>tiden er den rette til<\/span>, at indsatsen p\u00e5 Facebook skal have et n\u00f8k op<\/span>, for priserne i Facebook skal nok finde tilbage til normalen igen, n\u00e5r vi er p\u00e5 den anden side af COVID-19.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Facebook har\u00a0indtil videre v\u00e6ret tilbageholdende med at fort\u00e6lle, hvordan COVID-19 har p\u00e5virket indtjeningen og budgetterne i annoncesystemet.\u00a0Facebooks CEO, Mark\u00a0Zuckerberg,\u00a0har dog meldt ud, at selvom de\u00a0oplever\u00a0en\u00a0v\u00e6kst i trafikken p\u00e5 flere platforme, herunder specielt Messenger og WhatsApp, s\u00e5 har den \u00f8gede trafik ikke haft en umiddelbar effekt p\u00e5 indtjeningen, da Facebook tjener st\u00f8rstedelen af\u00a0sine\u00a0annonceindt\u00e6gter i andre platforme,\u00a0som\u00a0Facebook […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[496,1],"tags":[],"class_list":["post-21020","post","type-post","status-publish","format-standard","hentry","category-news","category-uncategorized"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.phdmedia.com\/denmark\/wp-json\/wp\/v2\/posts\/21020","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.phdmedia.com\/denmark\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.phdmedia.com\/denmark\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.phdmedia.com\/denmark\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.phdmedia.com\/denmark\/wp-json\/wp\/v2\/comments?post=21020"}],"version-history":[{"count":0,"href":"https:\/\/www.phdmedia.com\/denmark\/wp-json\/wp\/v2\/posts\/21020\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.phdmedia.com\/denmark\/wp-json\/wp\/v2\/media?parent=21020"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.phdmedia.com\/denmark\/wp-json\/wp\/v2\/categories?post=21020"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.phdmedia.com\/denmark\/wp-json\/wp\/v2\/tags?post=21020"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}