{"id":1259,"date":"2016-06-21T14:39:09","date_gmt":"2016-06-21T13:39:09","guid":{"rendered":"http:\/\/www.keyade.com\/agence\/?p=1259"},"modified":"2017-05-03T14:55:38","modified_gmt":"2017-05-03T13:55:38","slug":"etude-de-cas-yallashop-ad-customizers-de-google-meilleur-trafic-sea","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/etude-de-cas-yallashop-ad-customizers-de-google-meilleur-trafic-sea","title":{"rendered":"[ETUDE DE CAS] YALLASHOP : les ad customizers de Google pour un meilleur trafic SEA"},"content":{"rendered":"<h2><strong><span style=\"color: #00aae3;\">CONTEXTE<\/span><\/strong><\/h2>\n<h3><strong>L&#8217;importance du SEA dans le contexte concurrentiel<\/strong><\/h3>\n<p style=\"text-align: justify;\">Yallashop est un site e-commerce\u00a0proposant plus de 5000 produits (mobiles, tablettes, appareils photos, TV, ordinateurs, jeux vid\u00e9os&#8230;) parmi les meilleures marques\u00a0d&#8217;\u00e9lectronique.\u00a0La promesse de Yallashop repose sur des prix ultra-comp\u00e9titifs, tr\u00e8s souvent les meilleurs du march\u00e9. Comme pour tout e-commer\u00e7ant pure-player, le SEA repr\u00e9sente un important moyen de g\u00e9n\u00e9rer du trafic et donc des ventes sur Yallashop.com.<\/p>\n<h2><strong><span style=\"color: #00aae3;\">CHALLENGE<\/span><\/strong><\/h2>\n<h3><strong>Mettre \u00e0 jour les prix dans les annonces SEA en temps r\u00e9el<\/strong><\/h3>\n<p style=\"text-align: justify;\">Les prix constituent incontestablement l\u2019avantage comp\u00e9titif de Yallashop. Pour maximiser son efficacit\u00e9 en SEA, la marque a donc besoin de communiquer sur les prix dans les annonces produits. Cependant, ces derniers sont soumis \u00e0 la forte activit\u00e9 du march\u00e9 et varient au fil des semaines, voire des jours. Une question se pose alors\u00a0: comment r\u00e9percuter ces variations en quasi temps r\u00e9el dans les annonces SEA\u00a0?<\/p>\n<h2><strong><span style=\"color: #00aae3;\">SOLUTION<\/span><\/strong><\/h2>\n<h3><strong>Impl\u00e9mentation des ad customizers de Google<br \/>\n<\/strong><\/h3>\n<p style=\"text-align: justify;\">Keyade a donc mis en place les Ad Customizers de Google, une fonctionnalit\u00e9 qui permet de g\u00e9n\u00e9rer des annonces personnalis\u00e9es gr\u00e2ce \u00e0 des champs dynamiques aliment\u00e9s par le flux produits de l\u2019annonceur. Il est ainsi possible de cr\u00e9er des annonces en fonction d\u2019une localisation, un nom de produit, un stock, une dur\u00e9e de validit\u00e9 de l\u2019offre, un prix, etc. Pour se faire, les consultants Keyade accompagnent Yallashop dans la cr\u00e9ation d\u2019un flux produits adapt\u00e9 puis utilisent ce flux pour la cr\u00e9ation des annonces SEA. Une fois le dispositif mis en place, chaque nouvel upload du flux permet d\u2019actualiser automatiquement les prix dans les annonces Yallashop sur les pages de r\u00e9sultats de recherche.<\/p>\n<h2 style=\"text-align: justify;\"><strong><span style=\"color: #00aae3;\">R\u00c9SULTATS<\/span><\/strong><\/h2>\n<h3><strong>Meilleur taux de conversion et baisse du CPA<br \/>\n<\/strong><\/h3>\n<p style=\"text-align: justify;\">Globalement, les ad customizers se r\u00e9v\u00e8lent tr\u00e8s efficaces. Sur les quelques mois d\u2019utilisation de cette fonctionnalit\u00e9, les \u00e9quipes Keyade constatent une augmentation de 41% du taux de conversion associ\u00e9e \u00e0 une baisse de 27% du co\u00fbt par transaction, confirmant que la pr\u00e9sence d\u2019un \u00e9l\u00e9ment num\u00e9rique dynamique dans une annonce contribue \u00e0 une am\u00e9lioration quantitative et qualitative du trafic SEA.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>CONTEXTE L&#8217;importance du SEA dans le contexte concurrentiel Yallashop est un site e-commerce\u00a0proposant plus de 5000 produits (mobiles, tablettes, appareils photos, TV, ordinateurs, jeux vid\u00e9os&#8230;) parmi les meilleures marques\u00a0d&#8217;\u00e9lectronique.\u00a0La promesse de Yallashop repose sur des prix ultra-comp\u00e9titifs, tr\u00e8s souvent les meilleurs du march\u00e9. Comme pour tout e-commer\u00e7ant pure-player, le SEA repr\u00e9sente un important moyen de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1297,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89],"tags":[113,45,5],"class_list":["post-1259","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","tag-google","tag-keyademiddleeast","tag-sea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Yallashop : les ad customizers Google pour un meilleur trafic SEA | Keyade<\/title>\n<meta name=\"description\" content=\"Avec les ad customizers, Yallashop a pu augmenter de 41% son taux de conversion, avec une baisse de 27% du co\u00fbt par transaction sur ses campagnes SEA\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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