{"id":1087,"date":"2016-10-19T10:23:20","date_gmt":"2016-10-19T09:23:20","guid":{"rendered":"http:\/\/www.keyade.com\/agence\/?p=1087"},"modified":"2017-05-03T14:50:52","modified_gmt":"2017-05-03T13:50:52","slug":"etude-de-cas-comment-booster-vos-campagnes-google-shopping","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/etude-de-cas-comment-booster-vos-campagnes-google-shopping","title":{"rendered":"[ETUDE DE CAS] : Comment booster vos campagnes Google Shopping ?"},"content":{"rendered":"<h2><strong><span style=\"color: #00aae3;\">CONTEXTE<\/span><\/strong><\/h2>\n<h3><strong>Google Shopping : un syst\u00e8me d&#8217;ench\u00e8res diff\u00e9rent du SEA classique<\/strong><\/h3>\n<p style=\"text-align: justify;\">Google Shopping est un format qui permet aux annonceurs de r\u00e9f\u00e9rencer leur catalogue produits sur le moteur de recherche avec des annonces comportant un prix et un visuel.<\/p>\n<p style=\"text-align: justify;\">Contrairement au SEA classique, Google Shopping ne permet pas d\u2019ench\u00e9rir sur des mots-cl\u00e9s\u00a0: les annonces sont cr\u00e9\u00e9es automatiquement \u00e0 partir d\u2019un flux produit et s\u2019affichent sur les requ\u00eates jug\u00e9es pertinentes par Google. Ainsi, pour la m\u00eame ench\u00e8re, les annonces Shopping s\u2019affichent aussi bien sur une requ\u00eate tr\u00e8s g\u00e9n\u00e9rique (par exemple \u00ab\u00a0smartphone\u00a0\u00bb) que sur une requ\u00eate tr\u00e8s qualifi\u00e9e \u00ab\u00a0acheter iphone 7 apple\u00a0\u00bb. Cette \u00e9tude pr\u00e9sente la m\u00e9thodologie appliqu\u00e9e par Keyade pour l\u2019un de ses annonceurs e-commer\u00e7ant. La marque propose quatre gammes majeures de produits avec un catalogue d\u2019une centaine de r\u00e9f\u00e9rences.<\/p>\n<h2><strong><span style=\"color: #00aae3;\">CHALLENGE<\/span><\/strong><\/h2>\n<h3><strong>Adapter les ench\u00e8res au potentiel de conversion des requ\u00eates<\/strong><\/h3>\n<p style=\"text-align: justify;\">Toutes les requ\u00eates n\u2019ont pas le m\u00eame potentiel de conversion. On peut distinguer trois types de requ\u00eates,\u00a0 qui correspondent \u00e0 trois phases du parcours d\u2019achat\u00a0:<\/p>\n<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1091\" src=\"http:\/\/www.keyade.com\/agence\/wp-content\/uploads\/2016\/10\/sch\u00e9ma-google-shopping-1-keyade-300x66.png\" alt=\"schema-google-shopping-1-keyade\" width=\"555\" height=\"122\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/10\/sch\u00e9ma-google-shopping-1-keyade-300x66.png 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/10\/sch\u00e9ma-google-shopping-1-keyade-768x168.png 768w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/10\/sch\u00e9ma-google-shopping-1-keyade-1024x224.png 1024w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/10\/sch\u00e9ma-google-shopping-1-keyade-457x100.png 457w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/10\/sch\u00e9ma-google-shopping-1-keyade.png 1660w\" sizes=\"auto, (max-width: 555px) 100vw, 555px\" \/><\/p>\n<h2 style=\"text-align: justify;\"><strong><span style=\"color: #00aae3;\"><br \/>\nDISPOSITIF<\/span><\/strong><\/h2>\n<h3 style=\"text-align: justify;\"><strong>Une m\u00e9thodologie concise et sophistiqu\u00e9e<\/strong><\/h3>\n<h4 style=\"text-align: justify;\"><strong><span style=\"text-decoration: underline;\">ETAPE 1<\/span> : Restructurer les campagnes Shopping pour obtenir trois campagnes avec des ench\u00e8res distinctes<\/strong><\/h4>\n<p style=\"text-align: justify;\"><strong>Campagne 1<\/strong>\u00a0: destin\u00e9e \u00e0 s\u2019afficher sur les requ\u00eates sp\u00e9cifiques produits, avec une ench\u00e8re forte<br \/>\n<strong>Campagne 2<\/strong>\u00a0: destin\u00e9e \u00e0 s\u2019afficher sur les requ\u00eates contenant la marque, avec une ench\u00e8re interm\u00e9diaire<br \/>\n<strong>Campagne 3<\/strong>\u00a0: destin\u00e9e \u00e0 s\u2019afficher sur le reste des requ\u00eates soit les termes g\u00e9n\u00e9riques, avec une ench\u00e8re faible Keyade cr\u00e9e donc 3 campagnes de ce type pour chacun des quatre univers produits de la marque.<\/p>\n<h4 style=\"text-align: justify;\"><strong><span style=\"text-decoration: underline;\">ETAPE 2<\/span> : D\u00e9finir les priorit\u00e9s d\u2019affichage de chaque campagne pour capter l\u2019ensemble du trafic<\/strong><\/h4>\n<p style=\"text-align: justify;\">Sans priorit\u00e9 d\u2019affichage, la campagne pr\u00e9sentant l\u2019ench\u00e8re la plus haute (c\u2019est-\u00e0-dire la Campagne 1, destin\u00e9e \u00e0 s\u2019afficher sur les requ\u00eates sp\u00e9cifiques produits) serait diffus\u00e9e syst\u00e9matiquement. Or, la majeure partie du trafic est constitu\u00e9e de requ\u00eates g\u00e9n\u00e9riques qu\u2019il faut pouvoir capter. Keyade d\u00e9finit donc les priorit\u00e9s d\u2019affichage suivantes\u00a0: haute pour les produits (Campagne 1), interm\u00e9diaire pour la marque (Campagne 2) et forte pour toutes les requ\u00eates g\u00e9n\u00e9riques (Campagne 3).<\/p>\n<h4 style=\"text-align: justify;\"><strong><span style=\"text-decoration: underline;\">ETAPE 3<\/span> : D\u00e9finir les mots-cl\u00e9s n\u00e9gatifs pour ma\u00eetriser le d\u00e9clenchement des annonces en fonction de la nature du trafic<\/strong><\/h4>\n<p style=\"text-align: justify;\">La Campagne G\u00e9n\u00e9rique (3) est con\u00e7ue pour capter l\u2019ensemble du trafic \u00e0 l\u2019exception des requ\u00eates comprenant la marque et des requ\u00eates sp\u00e9cifiques produits. Keyade exclut donc de cette campagne le terme \u2018marque\u2019 ainsi que la liste des noms et r\u00e9f\u00e9rences produits. On poursuit cette logique avec la Campagne Marque (2), de laquelle Keyade exclut \u00e9galement la liste des noms et r\u00e9f\u00e9rences produits. Enfin, Keyade veille \u00e0 d\u00e9finir des budgets partag\u00e9s afin que la contrainte budg\u00e9taire ne rompe pas le syst\u00e8me \u00e9tabli pour l\u2019affichage des campagnes, En effet, si une campagne devait arriver \u00e0 court de budget, le trafic serait report\u00e9 sur les autres campagnes, ind\u00e9pendamment de la strat\u00e9gie d\u2019ench\u00e8res mise en place.<\/p>\n<h4 style=\"text-align: justify;\"><strong><span style=\"text-decoration: underline;\">ETAPE 4<\/span> : Partager le budget entre les campagnes<\/strong><\/h4>\n<p style=\"text-align: justify;\">Enfin, Keyade veille \u00e0 d\u00e9finir des budgets partag\u00e9s afin que la contrainte budg\u00e9taire ne rompe pas le syst\u00e8me \u00e9tabli pour l\u2019affichage des campagnes, En effet, si une campagne devait arriver \u00e0 court de budget, le trafic serait report\u00e9 sur les autres campagnes, ind\u00e9pendamment de la strat\u00e9gie d\u2019ench\u00e8res mise en place.<\/p>\n<h2 style=\"text-align: justify;\"><strong><span style=\"color: #00aae3;\">SCH<\/span><span style=\"color: #00aae3;\">\u00c9<\/span><span style=\"color: #00aae3;\">MA R<\/span><span style=\"color: #00aae3;\">\u00c9<\/span><span style=\"color: #00aae3;\">CAPITULATIF<\/span><span style=\"color: #00aae3;\"><br \/>\n<\/span><\/strong><strong><br \/>\n<\/strong><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1093\" src=\"http:\/\/www.keyade.com\/agence\/wp-content\/uploads\/2016\/10\/schema-google-shopping-2-keyade-300x132.png\" alt=\"schema-google-shopping-2-keyade\" width=\"543\" height=\"239\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/10\/schema-google-shopping-2-keyade-300x132.png 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/10\/schema-google-shopping-2-keyade-768x339.png 768w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/10\/schema-google-shopping-2-keyade-1024x452.png 1024w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/10\/schema-google-shopping-2-keyade-227x100.png 227w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/10\/schema-google-shopping-2-keyade.png 1858w\" sizes=\"auto, (max-width: 543px) 100vw, 543px\" \/><\/h2>\n<h2 style=\"text-align: justify;\"><strong><span style=\"color: #00aae3;\">\u00a0<\/span><\/strong><\/h2>\n<h2 style=\"text-align: justify;\"><strong><span style=\"color: #00aae3;\">R\u00c9SULTATS<\/span><\/strong><\/h2>\n<h3 style=\"text-align: justify;\"><strong>Une explosion de la rentabilit\u00e9 des indicateurs<\/strong><\/h3>\n<p style=\"text-align: justify;\">En quelques semaines (hors p\u00e9riodes de promotions), le-commer\u00e7ant sujet de cette \u00e9tude enregistre une augmentation de 226% de la rentabilit\u00e9 sur ses campagnes Shopping. La nouvelle structure mise en place par Keyade a permis d\u2019augmenter les volumes de trafic (+16%) tout en r\u00e9duisant l\u2019investissement global (-37%). En termes de ventes, la performance est \u00e9galement au rendez-vous avec un doublement du taux de conversion tout en divisant par 2 le CPC global.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>CONTEXTE Google Shopping : un syst\u00e8me d&#8217;ench\u00e8res diff\u00e9rent du SEA classique Google Shopping est un format qui permet aux annonceurs de r\u00e9f\u00e9rencer leur catalogue produits sur le moteur de recherche avec des annonces comportant un prix et un visuel. Contrairement au SEA classique, Google Shopping ne permet pas d\u2019ench\u00e9rir sur des mots-cl\u00e9s\u00a0: les annonces sont [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1079,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89],"tags":[113,5,147],"class_list":["post-1087","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","tag-google","tag-sea","tag-shopping"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[ETUDE DE CAS] : Comment booster vos campagnes Shopping | Keyade<\/title>\n<meta name=\"description\" content=\"Apr\u00e8s quelques semaines avec la nouvelle m\u00e9thodologie, l&#039;e-commer\u00e7ant enregistre une augmentation de 226% de la rentabilit\u00e9 sur ses campagnes Shopping\" \/>\n<meta name=\"robots\" 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