{"id":4717,"date":"2015-02-17T13:19:04","date_gmt":"2015-02-17T12:19:04","guid":{"rendered":"http:\/\/www.keyade.com\/agence\/?p=1165"},"modified":"2015-02-17T13:19:04","modified_gmt":"2015-02-17T12:19:04","slug":"etude-de-cas-wonderbox-lefficacite-dun-trafic-incremental-qualifie-grace-a-combinaison-rlsadsa-de-google-2","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/etude-de-cas-wonderbox-lefficacite-dun-trafic-incremental-qualifie-grace-a-combinaison-rlsadsa-de-google-2","title":{"rendered":"[ETUDE DE CAS] WONDERBOX : l'efficacit\u00e9 d'un trafic incr\u00e9mental qualifi\u00e9 gr\u00e2ce \u00e0 la combinaison RLSA\/DSA de Google"},"content":{"rendered":"

CONTEXTE<\/span><\/strong><\/h2>\n

Maximiser le trafic et le revenu\u00a0sur la p\u00e9riode de No\u00ebl<\/strong><\/h3>\n

Wonderbox est une soci\u00e9t\u00e9 sp\u00e9cialis\u00e9e dans la vente de coffrets cadeaux, elle distribue ses produits en points de vente et en ligne. Comme pour tout acteur du secteur du divertissement, No\u00ebl est une p\u00e9riode cl\u00e9 pour Wonderbox. Dans ce contexte, l\u2019objectif de l\u2019annonceur \u00e9tait donc de maximiser le trafic sur son site et donc le chiffre d\u2019affaires sur cette p\u00e9riode.<\/p>\n

Keyade propose la mise en place d\u2019un dispositif m\u00ealant deux formats Google : Dynamic Search Ads (DSA) et Remarketing List for Search Ads (RLSA). Le premier, DSA, permet de g\u00e9n\u00e9rer des annonces dynamiquement en fonction de la correspondance entre le contenu du site de l\u2019annonceur et les mots-cl\u00e9s saisis par les internautes (et non en fonction des mots-cl\u00e9s achet\u00e9s dans Adwords). Quant au format RLSA, il permet de cr\u00e9er des listes de remarketing en fonction du comportement des internautes sur le site web de l\u2019annonceur. Ces listes sont ensuite utilis\u00e9es pour retoucher les internautes avec un message mieux adapt\u00e9 \u00e0 leur profil acheteur.<\/p>\n

Moyennant des CPC plus \u00e9lev\u00e9s qu\u2019une campagne DSA classique, il est possible de diffuser les annonces des campagnes RLSA\/DSA en position premium \u00e0 des prospects plus susceptibles de convertir.<\/p>\n

DISPOSITIF<\/span><\/strong><\/h2>\n

Capter un trafic incr\u00e9mental… et le qualifier !<\/strong><\/h3>\n

DSA est un format id\u00e9al pour maximiser le trafic puisqu\u2019il permet de capter des requ\u00eates qui n\u2019\u00e9taient pas achet\u00e9es au d\u00e9part. RLSA permet ensuite de qualifier ce trafic incr\u00e9mental pour en augmenter l\u2019efficacit\u00e9.
\nKeyade a donc dupliqu\u00e9 plusieurs fois la campagne DSA existante de Wonderbox pour y appliquer des listes RLSA. L\u2019agence a notamment utilis\u00e9 deux bassins d\u2019audience :<\/p>\n

    \n
  • Les \u00ab abandonistes \u00bb \u00e0 30 jours, c\u2019est-\u00e0-dire les internautes qui ont mis au moins un produit au panier au cours des 30 derniers jours mais qui n\u2019ont finalement jamais concr\u00e9tis\u00e9 leur achat.<\/li>\n
  • Les acheteurs \u00e0 60 jours, c\u2019est-\u00e0-dire tous les internautes qui ont r\u00e9alis\u00e9 un achat sur le site de Wonderbox au cours des 60 derniers jours.<\/li>\n<\/ul>\n

    Ces listes permettent de qualifier les visiteurs qui ont \u00e9t\u00e9 expos\u00e9s \u00e0 une annonce DSA. Par exemple, les visiteurs de la premi\u00e8re liste (qui ont d\u00e9j\u00e0 mis un article au panier) sont tr\u00e8s susceptibles de revenir finaliser leur achat, surtout pendant la p\u00e9riode de No\u00ebl. Les visiteurs de la deuxi\u00e8me liste (qui ont d\u00e9j\u00e0 achet\u00e9 un produit) connaissent d\u00e9j\u00e0 la marque et les produits Wonderbox et peuvent \u00eatre recibl\u00e9s sur leurs requ\u00eates pendant la p\u00e9riode de No\u00ebl. Keyade a donc diffus\u00e9 des messages adapt\u00e9s et mis en place une strat\u00e9gie d\u2019ench\u00e8res coh\u00e9rente avec le potentiel de conversion des visiteurs de chacun de ces bassins d\u2019audience.<\/p>\n

    R\u00c9SULTATS<\/b><\/span><\/h2>\n

    Un ROI jusqu’\u00e0 2 fois sup\u00e9rieur aux campagnes DSA classiques<\/strong><\/h3>\n

    L\u2019efficacit\u00e9 de la combinaison de ces deux formats est av\u00e9r\u00e9e.
    \nD\u2019abord en termes de trafic : la campagne DSA-RLSA des acheteurs \u00e0 60 jours enregistre un taux de clic sup\u00e9rieur de presque 100% par rapport \u00e0 la seule campagne DSA. A noter \u00e9galement que les campagnes DSA-RLSA repr\u00e9sentent environ 5% du trafic hors marque depuis leur lancement en octobre 2014. Un trafic incr\u00e9mental qualifi\u00e9 non n\u00e9gligeable !
    \nEn termes de rentabilit\u00e9 ensuite : la campagne DSA-RLSA des abandonistes \u00e0 30 jours pr\u00e9sente un chiffre d\u2019affaires 1,7 fois sup\u00e9rieur \u00e0 celui de la seule campagne DSA.<\/p>\n

    Maxime Clochard, Responsable Acquisition Online\u00a0chez Wonderbox\u00a0:<\/strong><\/span>
    \n\u00ab Via ce dispositif tr\u00e8s performant, les responsables de comptes Keyade ont parfaitement r\u00e9pondu \u00e0 nos attentes en combinant incr\u00e9mental et ROI. La mise en place de campagnes DSA-RLSA nous a ouvert la possibilit\u00e9 de toucher des prospects chauds sur de nouvelles requ\u00eates pertinentes, contribuant \u00e9galement aux bonnes performances du SEA hors marque sur nos p\u00e9riodes cl\u00e9s. \u00bb<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    CONTEXTE Maximiser le trafic et le revenu\u00a0sur la p\u00e9riode de No\u00ebl Wonderbox est une soci\u00e9t\u00e9 sp\u00e9cialis\u00e9e dans la vente de coffrets cadeaux, elle distribue ses produits en points de vente et en ligne. Comme pour tout acteur du secteur du divertissement, No\u00ebl est une p\u00e9riode cl\u00e9 pour Wonderbox. Dans ce contexte, l\u2019objectif de l\u2019annonceur \u00e9tait […]<\/p>\n","protected":false},"author":1,"featured_media":1279,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89],"tags":[113,159,5],"class_list":["post-4717","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","tag-google","tag-remarketing","tag-sea"],"yoast_head":"\n[ETUDE DE CAS] WONDERBOX : l'efficacit\u00e9 d'un trafic incr\u00e9mental qualifi\u00e9 gr\u00e2ce \u00e0 la combinaison RLSA\/DSA de 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-wonderbox-lefficacite-dun-trafic-incremental-qualifie-grace-a-combinaison-rlsadsa-de-google-2\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[ETUDE DE CAS] WONDERBOX : l'efficacit\u00e9 d'un trafic incr\u00e9mental qualifi\u00e9 gr\u00e2ce \u00e0 la combinaison RLSA\/DSA de Google - Keyade\" \/>\n<meta property=\"og:description\" content=\"CONTEXTE Maximiser le trafic et le revenu\u00a0sur la p\u00e9riode de No\u00ebl Wonderbox est une soci\u00e9t\u00e9 sp\u00e9cialis\u00e9e dans la vente de coffrets cadeaux, elle distribue ses produits en points de vente et en ligne. Comme pour tout acteur du secteur du divertissement, No\u00ebl est une p\u00e9riode cl\u00e9 pour Wonderbox. 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Comme pour tout acteur du secteur du divertissement, No\u00ebl est une p\u00e9riode cl\u00e9 pour Wonderbox. 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