{"id":1405,"date":"2017-02-14T18:55:42","date_gmt":"2017-02-14T17:55:42","guid":{"rendered":"https:\/\/www.keyade.com\/agence\/?p=1405"},"modified":"2017-02-14T18:58:37","modified_gmt":"2017-02-14T17:58:37","slug":"google-shopping-test-sur-les-titres","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/google-shopping-test-sur-les-titres","title":{"rendered":"Google Shopping : test sur les titres des annonces"},"content":{"rendered":"<p style=\"text-align: justify;\">Pour les e-commer\u00e7ants aux catalogues fournis, Google Shopping est souvent un levier d\u2019acquisition pl\u00e9biscit\u00e9 en SEA. Avec la fin des\u00a0soldes et donc des annonces Shopping \u00e0 gogo, notre \u00e9quipe de \u2018sp\u00e9cialistes flux\u2019 revient sur un <em>tip<\/em>\u00a0incontournable pour ces campagnes\u00a0: l\u2019optimisation des titres.<\/p>\n<p style=\"text-align: justify;\">Le titre des produits contenus dans le flux Google Shopping est un facteur d\u2019influence majeur dans l\u2019algorithme du moteur de recherche pour faire correspondre une annonce Shopping \u00e0 la requ\u00eate d\u2019un internaute. Dans le cadre de prestations sur les flux sp\u00e9cifiquement sollicit\u00e9es par deux annonceurs, les sp\u00e9cialistes flux de Keyade ont r\u00e9cemment r\u00e9alis\u00e9 deux types de tests sur les titres de produits.<\/p>\n<ul style=\"text-align: justify;\">\n<li>Le premier test concerne une marque b\u00e9n\u00e9ficiant d\u2019une forte notori\u00e9t\u00e9 mais dont les annonces Shopping n\u2019\u00e9taient pas syst\u00e9matiquement diffus\u00e9es sur les recherches concernant les produits de cette marque. En plus de quelques optimisations sur les libell\u00e9s de taille et de couleurs, les consultants Keyade ont ajout\u00e9 le nom de la marque au tout d\u00e9but des titres des produits, directement dans le flux des campagnes Google Shopping.<\/li>\n<li>Dans le second cas, le retailer vendait des produits particuli\u00e8rement recherch\u00e9s pendant la p\u00e9riode de No\u00ebl. A partir d\u2019un rapport de termes de recherche, des termes li\u00e9s \u00e0 la saisonnalit\u00e9 ont \u00e9t\u00e9 ajout\u00e9s au d\u00e9but des titres des produits.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">Dans les deux cas, ces interventions sur les flux ont permis d\u2019augmenter les impressions et le trafic, en s\u2019affichant sur de nouvelles requ\u00eates d\u2019une part et gr\u00e2ce \u00e0 des titres produits plus pertinents pour les internautes d\u2019autre part.<\/p>\n<p style=\"text-align: justify;\">Florent Pignard, consultant SEA et sp\u00e9cialiste flux chez Keyade r\u00e9sume ainsi\u00a0: \u00ab\u00a0un flux optimis\u00e9 est bien s\u00fbr une condition n\u00e9cessaire pour r\u00e9ussir des campagnes Google Shopping mais pas suffisante\u00a0: il faut aussi parler le langage des consommateurs directement dans ces flux.\u00a0\u00bb<\/p>\n<p style=\"text-align: justify;\">Aujourd\u2019hui, Google travaillerait sur un outil d\u2019A\/B testing des annonces Shopping. Affaire \u00e0 suivre\u2026<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pour les e-commer\u00e7ants aux catalogues fournis, Google Shopping est souvent un levier d\u2019acquisition pl\u00e9biscit\u00e9 en SEA. Avec la fin des\u00a0soldes et donc des annonces Shopping \u00e0 gogo, notre \u00e9quipe de \u2018sp\u00e9cialistes flux\u2019 revient sur un tip\u00a0incontournable pour ces campagnes\u00a0: l\u2019optimisation des titres. Le titre des produits contenus dans le flux Google Shopping est un facteur [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1411,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[133],"tags":[113,5,147,121],"class_list":["post-1405","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sea","tag-google","tag-sea","tag-shopping","tag-test"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Shopping : test sur les titres des annonces | Keyade<\/title>\n<meta name=\"description\" content=\"Les sp\u00e9cialistes &#039;flux&#039; de Keyade ont A\/B-test\u00e9 les titres des annonces Google Shopping pour \u00e9tudier leur impact sur les clics et les conversions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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