{"id":4765,"date":"2017-10-16T14:41:31","date_gmt":"2017-10-16T13:41:31","guid":{"rendered":"https:\/\/www.keyade.com\/agence\/?p=2681"},"modified":"2018-06-25T14:56:50","modified_gmt":"2018-06-25T13:56:50","slug":"etude-de-cas-envie-de-fraise-annonces-sea-plus-pertinentes-google-ad-customizer","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/etude-de-cas-envie-de-fraise-annonces-sea-plus-pertinentes-google-ad-customizer","title":{"rendered":"[ETUDE DE CAS] Envie de Fraise : des annonces SEA plus pertinentes avec Google Ad Customizer"},"content":{"rendered":"<h2 style=\"text-align: justify;\"><span style=\"color: #00aae3;\">CONTEXTE<\/span><\/h2>\n<h3 style=\"text-align: justify;\">Am\u00e9liorer le Quality Score<\/h3>\n<p style=\"text-align: justify;\">Depuis 2006, Envie de Fraise r\u00e9volutionne la mode maternit\u00e9 gr\u00e2ce \u00e0 ses collections tendances et abordables. Premi\u00e8re marque de mode en France \u00e0 s\u2019\u00eatre d\u00e9velopp\u00e9e exclusivement sur Internet, les canaux d\u2019acquisition en ligne sont primordiaux. Partenaire SEA de la marque depuis 2009, Keyade accompagne Envie de Fraise sur une nouvelle probl\u00e9matique : celle de l\u2019ultra-pertinence des annonces en vue d\u2019am\u00e9liorer le Quality Score.<\/p>\n<h2 style=\"text-align: justify;\"><span style=\"color: #00aae3;\">DISPOSITIF<\/span><\/h2>\n<h3 style=\"text-align: justify;\">Ad Customizer de Google pour une meilleure pertinence des annonces<\/h3>\n<p style=\"text-align: justify;\">Keyade propose l\u2019utilisation d\u2019Ad Customizer, le personnalisateur d\u2019annonces de Google. Gr\u00e2ce \u00e0 des champs dynamiques, cette fonctionnalit\u00e9 permet de g\u00e9n\u00e9rer des annonces textuelles personnalis\u00e9es en fonction de la recherche de l\u2019internaute, de l\u2019appareil utilis\u00e9, de la date, l\u2019heure, l\u2019endroit, etc. Il est aussi possible de cr\u00e9er des annonces contenant un prix, le nom du produit, un stock, une dur\u00e9e de validit\u00e9 de l\u2019offre, un compte \u00e0 rebours ou tout autre \u00e9l\u00e9ment pertinent pour capter le trafic.<\/p>\n<p style=\"text-align: justify;\">Gr\u00e2ce aux champs dynamiques, les Custom Ads sont \u00e9volutives et des centaines d\u2019annonces peuvent exister \u00e0 partir d\u2019un mod\u00e8le. Chaque annonce est ainsi tr\u00e8s qualitative et pertinente, maximisant les chances de clics. En outre, l\u2019historique de l\u2019annonce est conserv\u00e9, permettant de capitaliser sur la pertinence pour am\u00e9liorer le Quality Score.<\/p>\n<p style=\"text-align: justify;\">Keyade met en place les Custom Ads sur l\u2019ensemble des campagnes g\u00e9n\u00e9riques, tout en continuant \u00e0 diffuser les annonces classiques.<\/p>\n<h2><span style=\"color: #00aae3;\">R\u00c9SULTATS<\/span><\/h2>\n<h3 style=\"text-align: justify;\">Nette am\u00e9lioration du Quality Score et de la transformation<\/h3>\n<p style=\"text-align: justify;\">Un mois apr\u00e8s la mise en place, les Custom Ads enregistrent d\u00e9j\u00e0 un taux de clic sup\u00e9rieur aux annonces classiques sur tous les appareils, am\u00e9liorant par cons\u00e9quent le Quality Score : +11% sur ordinateur, +25% sur tablette et jusqu\u2019\u00e0 +40% sur le mobile ! Cette meilleure pertinence des annonces s\u2019observe \u00e9galement au niveau du taux de transformation qui augmente de 50% sur mobile, est quasiment doubl\u00e9 sur ordinateur et plus que tripl\u00e9 sur tablette !<\/p>\n<p style=\"text-align: justify;\">En un mois, les Custom Ads g\u00e9n\u00e9riques repr\u00e9sentent pr\u00e8s de 77% du trafic sur les annonces textuelles d\u2019Envie de Fraise, et pr\u00e8s de 85% des ventes. Avec l\u2019am\u00e9lioration du Quality Score, Google tend \u00e0 favoriser l\u2019affichage de ces annonces dont les messages sont plus cibl\u00e9s et plus pertinents.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>CONTEXTE Am\u00e9liorer le Quality Score Depuis 2006, Envie de Fraise r\u00e9volutionne la mode maternit\u00e9 gr\u00e2ce \u00e0 ses collections tendances et abordables. Premi\u00e8re marque de mode en France \u00e0 s\u2019\u00eatre d\u00e9velopp\u00e9e exclusivement sur Internet, les canaux d\u2019acquisition en ligne sont primordiaux. Partenaire SEA de la marque depuis 2009, Keyade accompagne Envie de Fraise sur une nouvelle [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4971,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89],"tags":[113,5],"class_list":["post-4765","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","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>Envie de Fraise : des annonces paid search plus efficaces | 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-envie-de-fraise-annonces-sea-plus-pertinentes-google-ad-customizer\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Envie de Fraise : des annonces paid search plus efficaces | Keyade\" \/>\n<meta property=\"og:description\" content=\"CONTEXTE Am\u00e9liorer le Quality Score Depuis 2006, Envie de Fraise r\u00e9volutionne la mode maternit\u00e9 gr\u00e2ce \u00e0 ses collections tendances et abordables. Premi\u00e8re marque de mode en France \u00e0 s\u2019\u00eatre d\u00e9velopp\u00e9e exclusivement sur Internet, les canaux d\u2019acquisition en ligne sont primordiaux. 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