{"id":4723,"date":"2016-03-07T12:38:41","date_gmt":"2016-03-07T11:38:41","guid":{"rendered":"http:\/\/www.keyade.com\/agence\/?p=449"},"modified":"2016-03-07T12:38:41","modified_gmt":"2016-03-07T11:38:41","slug":"impact-modification-affichage-google-2","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/impact-modification-affichage-google-2","title":{"rendered":"Modification de l&#039;affichage des annonces Google : quel impact ?"},"content":{"rendered":"<p style=\"text-align: justify;\">L\u2019annonce a (un peu) agit\u00e9 le monde du search marketing et sans doute l\u2019avez-vous d\u00e9j\u00e0 lue : Google a modifi\u00e9 l\u2019affichage des annonces textuelles dans ses r\u00e9sultats de recherche. Boum, 15 ans d\u2019habitudes Adwords \u00e0 revoir ! Visuellement, il n\u2019y a plus d\u2019annonces publicitaires sur les emplacements de droite (\u00e0 l\u2019exception des annonces Shopping et des encarts Google Knowledge) et les annonces sont concentr\u00e9es en haut et en bas de la page de recherche, avec jusqu\u2019\u00e0 quatre emplacements premium pour les requ\u00eates les plus concurrentielles.<\/p>\n<p style=\"text-align: justify;\">Et pour les annonceurs, qu\u2019est-ce que \u00e7a implique ? Notre analyste a r\u00e9alis\u00e9 une \u00e9tude aupr\u00e8s des annonceurs Keyade afin d\u2019\u00e9valuer l\u2019impact de cette modification sur le trafic, les clics et les co\u00fbts. L\u2019\u00e9tude a \u00e9t\u00e9 r\u00e9alis\u00e9e sur la p\u00e9riode du 1er f\u00e9vrier au 10 mars 2016, sur plus de 230 millions d\u2019impressions, en excluant les campagnes \u2018marque\u2019 et Shopping.<\/p>\n<p style=\"text-align: justify;\">Nous observons ainsi que la diminution des emplacements disponibles entra\u00eene une baisse globale des impressions de 40%, mais que les impressions premium sont en hausse gr\u00e2ce \u00e0 un affichage syst\u00e9matique des positions 3 et 4 en haut de la page. Les positions premium concentrent d\u00e9sormais 98% du trafic (contre 81% avant la modification), permettant de capter plus de clics (+45% sur le CTR global). Si les co\u00fbts au clic restent stables pour les positions premium (la position 2 enregistre m\u00eame une l\u00e9g\u00e8re baisse), nous constatons qu\u2019ils augmentent de pr\u00e8s de 30% sur les annonces de bas de page. A relativiser toutefois car ces derni\u00e8res ne repr\u00e9sentent que 2% du trafic total.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019annonce a (un peu) agit\u00e9 le monde du search marketing et sans doute l\u2019avez-vous d\u00e9j\u00e0 lue : Google a modifi\u00e9 l\u2019affichage des annonces textuelles dans ses r\u00e9sultats de recherche. Boum, 15 ans d\u2019habitudes Adwords \u00e0 revoir ! Visuellement, il n\u2019y a plus d\u2019annonces publicitaires sur les emplacements de droite (\u00e0 l\u2019exception des annonces Shopping et [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":659,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85],"tags":[113,5],"class_list":["post-4723","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-its-a-digital-world","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>Impact de la modification de l&#039;affichage des annonces Google | Keyade<\/title>\n<meta name=\"description\" content=\"L&#039;\u00e9tude Keyade montre une baisse globale de 40% des impressions SEA avec des positions premium qui captent d\u00e9sormais 98% du trafic\" \/>\n<meta name=\"robots\" content=\"index, follow, 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