{"id":1437,"date":"2017-03-25T09:34:09","date_gmt":"2017-03-25T08:34:09","guid":{"rendered":"https:\/\/www.keyade.com\/agence\/?p=1437"},"modified":"2017-04-20T09:35:15","modified_gmt":"2017-04-20T08:35:15","slug":"google-des-variantes-proches-de-moins-en-moins-proches","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/google-des-variantes-proches-de-moins-en-moins-proches","title":{"rendered":"Google : des variantes proches de moins en moins proches"},"content":{"rendered":"<p style=\"text-align: justify;\">Fin mars 2017, Google a annonc\u00e9 un \u00e9largissement des \u2018variantes proches\u2019 sur l\u2019ensemble des <em>match types<\/em>\u2026<\/p>\n<p style=\"text-align: justify;\">Allez, on vous fournit les sous-titres\u00a0:<\/p>\n<p style=\"text-align: justify;\">Les mots-cl\u00e9s que nous achetons en SEA se d\u00e9clenchent selon 4 types de correspondance\u00a0avec les requ\u00eates des internautes (<em>match types<\/em>) :<\/p>\n<ul style=\"text-align: justify;\">\n<li>Large<\/li>\n<li>Large modifi\u00e9<\/li>\n<li>Expression exacte<\/li>\n<li>Exact<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">(<a href=\"https:\/\/support.google.com\/adwords\/answer\/2497836?hl=fr\" target=\"_blank\">plus de d\u00e9tails sur le fonctionnement des correspondances<\/a>)<\/p>\n<ul style=\"text-align: justify;\">\n<li>En 2012, Google introduit l\u2019option \u2018variantes proches\u2019 sur l\u2019ensemble des <em>match types<\/em>: l\u2019algorithme pouvait alors d\u00e9clencher les annonces sur des requ\u00eates contenant des variantes proches des mots-cl\u00e9s achet\u00e9s (pluriel\/singulier, fautes d\u2019orthographe, acronymes, abr\u00e9viations\u2026)<\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><em>Degr\u00e9 d\u2019exactitude des correspondances\u00a0: +++ \/ Avec l\u2019option variantes proches\u00a0: ++<\/em><\/p>\n<ul style=\"text-align: justify;\">\n<li>En 2014, les variantes proches ne sont plus propos\u00e9es en option mais automatiquement int\u00e9gr\u00e9es \u00e0 tous les types de correspondance.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><em>Degr\u00e9 d\u2019exactitude des correspondances\u00a0: ++<\/em><\/p>\n<ul style=\"text-align: justify;\">\n<li>En 2017, Google annonce un \u00e9largissement des variantes proches sur l\u2019ensemble des <em>match types (\u00e7<\/em>a y est, la premi\u00e8re phrase vous parait plus claire\u00a0?). Les variantes proches incluent d\u00e9sormais\u00a0:<\/li>\n<li>L\u2019absence ou pr\u00e9sence de (1) pr\u00e9positions (\u00e0, en, sur, par\u2026), (2) conjonctions (et, ou, ni, mais, or, car, donc), (3) articles (le, la, les, de, des, un, une, au, aux&#8230;)<\/li>\n<li>Les requ\u00eates contenant les mots dans un ordre diff\u00e9rent<\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><em>Degr\u00e9 d\u2019exactitude des correspondances\u00a0: +<\/em><\/p>\n<p style=\"text-align: justify;\">Google assure agir dans l\u2019int\u00e9r\u00eat des annonceurs pour leur \u00e9viter de manquer des opportunit\u00e9s, mais en tant qu\u2019agence et porte-parole desdits annonceurs, nous nous devons de vous informer et anticiper les impacts.<\/p>\n<p style=\"text-align: justify;\"><strong>A QUOI FAUT-IL S&#8217;ATTENDRE ?<\/strong><\/p>\n<p>&gt; Si les investissements ne sont pas plafonn\u00e9s : vous pouvez vous attendre \u00e0 une augmentation du trafic (estim\u00e9e \u00e0 3% donc faible) et par cons\u00e9quent des budgets.<\/p>\n<p>&gt; Si les investissements sont plafonn\u00e9s, vous pouvez vous attendre \u00e0 l\u2019inverse \u00e0 une baisse de la part de march\u00e9.<\/p>\n<p>&gt; M\u00eame si Google promet un trafic qualifi\u00e9 incr\u00e9mental aux performances \u00e9quivalentes, on peut tout de m\u00eame s\u2019attendre \u00e0 une \u2018l\u00e9g\u00e8re\u2019 baisse du taux de clic et du taux de conversion, et donc une \u2018l\u00e9g\u00e8re\u2019 baisse des performances.<\/p>\n<p>&gt; Ce changement pourrait apporter de nouvelles opportunit\u00e9s de mots-cl\u00e9s et de tendances de recherche.<\/p>\n<p><strong>QUELLES SONT LES RECOMMANDATIONS DE KEYADE ?<\/strong><\/p>\n<p>&gt; Suivre les indicateurs de trafic et de performance en identifiant des adgroups et mots-cl\u00e9s t\u00e9moins en Exact<\/p>\n<p>&gt; Suivre l&#8217;\u00e9volution\u00a0des investissements et des parts de voix<\/p>\n<p>&gt; Analyser les requ\u00eates pour quantifier l&#8217;impact du changement<\/p>\n<p>&gt; Utiliser les scripts pour continuer le travail de s\u00e9paration des match types<\/p>\n<p>&gt; Continuer de travailler la chaine de valeur SEA pour obtenir le meilleur Quality Score<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Fin mars 2017, Google a annonc\u00e9 un \u00e9largissement des \u2018variantes proches\u2019 sur l\u2019ensemble des match types\u2026 Allez, on vous fournit les sous-titres\u00a0: Les mots-cl\u00e9s que nous achetons en SEA se d\u00e9clenchent selon 4 types de correspondance\u00a0avec les requ\u00eates des internautes (match types) : Large Large modifi\u00e9 Expression exacte Exact (plus de d\u00e9tails sur le fonctionnement [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1443,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[133],"tags":[113,5],"class_list":["post-1437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sea","tag-google","tag-sea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google : des variantes proches de moins en moins proches | Keyade<\/title>\n<meta name=\"description\" content=\"Google annonce un \u00e9largissement des variantes proches sur l&#039;ensemble des match types AdWords, ayant pour cons\u00e9quence un \u00e9largissement du trafic\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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