{"id":2491,"date":"2017-09-12T10:43:47","date_gmt":"2017-09-12T09:43:47","guid":{"rendered":"https:\/\/www.keyade.com\/agence\/?p=2491"},"modified":"2017-10-20T11:58:56","modified_gmt":"2017-10-20T10:58:56","slug":"etude-de-cas-la-redoute-promotion-de-lapplication-mobile-avec-les-universal-app-campaigns-de-google","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/etude-de-cas-la-redoute-promotion-de-lapplication-mobile-avec-les-universal-app-campaigns-de-google","title":{"rendered":"[ETUDE DE CAS] LA REDOUTE : promotion de l&#8217;appli mobile avec les Universal App Campaigns"},"content":{"rendered":"<h2 style=\"text-align: justify;\"><span style=\"color: #00aae3;\"><strong>CONTEXTE<\/strong><\/span><\/h2>\n<h3 style=\"text-align: justify;\"><strong>Promouvoir l\u2019application mobile<\/strong><\/h3>\n<p style=\"text-align: justify;\">La Redoute est l\u2019un des acteurs majeurs du e-commerce en France avec plus de 7 millions de visiteurs uniques par mois sur son site et pr\u00e8s de 91% du chiffre d\u2019affaires r\u00e9alis\u00e9 sur le web. Le mobile tient une place essentielle dans la strat\u00e9gie marketing de la marque\u00a0: en 2017, le mobile repr\u00e9sente plus de 50% du trafic et 35% des ventes. La Redoute a ainsi d\u00e9velopp\u00e9 une application mobile, disponible sur Apple Store et Google Play, destin\u00e9e \u00e0 fid\u00e9liser et d\u00e9velopper sa base clients.<\/p>\n<h2 style=\"text-align: justify;\"><span style=\"color: #00aae3;\"><strong>DISPOSITIF<\/strong><\/span><\/h2>\n<h3 style=\"text-align: left;\"><strong>Les Universal App Campaigns pour booster les t\u00e9l\u00e9chargements et l\u2019engagement in-app<\/strong><\/h3>\n<p style=\"text-align: justify;\">Pour promouvoir l\u2019application mobile de La Redoute, Keyade passe rapidement des campagnes classiques de t\u00e9l\u00e9chargement d\u2019application aux Universal App Campaigns de Google. Celles-ci pr\u00e9sentent de nombreux avantages<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong>Simplicit\u00e9 de gestion<\/strong>\u2013 Les campagnes UAC sont diffus\u00e9es sur tous les r\u00e9seaux Google (search, display, YouTube, Admob). Il n\u2019est ainsi plus n\u00e9cessaire de cr\u00e9er une campagne pour chaque r\u00e9seau et de g\u00e9rer des annonces individuelles.<\/li>\n<li><strong>Meilleures performances<\/strong> \u2013 A partir des quelques \u00e9l\u00e9ments fournis (textes d\u2019annonce, visuels, vid\u00e9os, caract\u00e9ristiques produits, prix\u2026), Google adapte dynamiquement les annonces et formats \u00e0 chaque r\u00e9seau. L\u2019outil teste les diff\u00e9rentes combinaisons et diffuse les annonces qui obtiennent les meilleures performances gr\u00e2ce au machine-learning.<\/li>\n<li><strong>Valeur client<\/strong> \u2013 Les algorithmes Google des campagnes UAC optimisent non seulement le t\u00e9l\u00e9chargement de l\u2019application mais \u00e9galement la conversion in-app en fonction d\u2019objectifs d\u00e9finis.<\/li>\n<\/ul>\n<h2 style=\"text-align: justify;\"><span style=\"color: #00aae3;\"><strong>R<\/strong><strong>\u00c9<\/strong><strong><span style=\"color: #00aae3;\">S<\/span>ULTATS<\/strong><\/span><\/h2>\n<h3 style=\"text-align: justify;\"><strong>Baisse du co\u00fbt d\u2019installation de plus de 60%<\/strong><\/h3>\n<p style=\"text-align: justify;\">En comparant les trois premiers trimestres de 2016 (campagnes classiques de t\u00e9l\u00e9chargement d\u2019application) et les trois premiers trimestres de 2017 (campagnes UAC), on observe une baisse drastique du co\u00fbt par installation avec les campagnes UAC\u00a0: -60% sur Android et -76% sur iOS.<\/p>\n<p style=\"text-align: justify;\">Les campagnes UAC permettent \u00e9galement d\u2019optimiser deux types de conversions in-app qui int\u00e9ressent La Redoute\u00a0: les mises au panier et les achats <u>pour les nouveaux clients<\/u>. Au final, il s\u2019av\u00e8re que les CPA de ces deux conversions in-app pour de nouveaux clients sont comparables aux CPA obtenus sur le site, tous clients confondus.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>CONTEXTE Promouvoir l\u2019application mobile La Redoute est l\u2019un des acteurs majeurs du e-commerce en France avec plus de 7 millions de visiteurs uniques par mois sur son site et pr\u00e8s de 91% du chiffre d\u2019affaires r\u00e9alis\u00e9 sur le web. Le mobile tient une place essentielle dans la strat\u00e9gie marketing de la marque\u00a0: en 2017, le [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2503,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89,295],"tags":[113,105,5],"class_list":["post-2491","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","category-fil-actualite","tag-google","tag-mobile","tag-sea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La Redoute : promotion de l&#039;appli mobile avec les UAC Google | Keyade<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.keyade.com\/en\/etude-de-cas-la-redoute-promotion-de-lapplication-mobile-avec-les-universal-app-campaigns-de-google\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La Redoute : promotion de l&#039;appli mobile avec les UAC Google | Keyade\" \/>\n<meta property=\"og:description\" content=\"CONTEXTE Promouvoir l\u2019application mobile La Redoute est l\u2019un des acteurs majeurs du e-commerce en France avec plus de 7 millions de visiteurs uniques par mois sur son site et pr\u00e8s de 91% du chiffre d\u2019affaires r\u00e9alis\u00e9 sur le web. 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