LesFurets.com<\/a>, num\u00e9ro 1 des comparateurs d\u2019assurance ind\u00e9pendants, et ses agences partenaires MEC et Keyade. Fortes \u00e0 elles deux d\u2019un large champ de comp\u00e9tences media, celles-ci proposent \u00e0 l\u2019annonceur de tester un dispositif de synchronisation SEA\/TV avec la plateforme TVTY, sp\u00e9cialiste du \u2018moment marketing\u2019. Concr\u00e8tement, TVTY permet d\u2019activer ou de booster les ench\u00e8res sur des campagnes paid search au moment pr\u00e9cis o\u00f9 un spot publicitaire identifi\u00e9 est diffus\u00e9 en TV. Ce dispositif a donc pour objectif d\u2019utiliser la forte notori\u00e9t\u00e9 de la marque et sa pr\u00e9sence en TV pour optimiser sa pr\u00e9sence digitale et g\u00e9n\u00e9rer du trafic qualifi\u00e9 sur le site.
\nPour ce test, LesFurets.com, Keyade et MEC identifient alors deux scenarios d\u2019augmentation des ench\u00e8res sur les spots TV. Dans les deux cas, la surench\u00e8re s\u2019effectue sur des mots-cl\u00e9s g\u00e9n\u00e9riques donn\u00e9s. De plus, pour faciliter la lecture des r\u00e9sultats, Keyade isole dans AdWords les campagnes soumises au test, gr\u00e2ce \u00e0 la fonction \u2018Draft & Experiment\u2019 qui permet de dupliquer des campagnes sans perte de l\u2019historique.
\nApr\u00e8s trois semaines de test, les r\u00e9sultats sont probants. Pour les deux sc\u00e9narios, les surench\u00e8res cibl\u00e9es permettent d\u2019am\u00e9liorer nettement la position de la marque sur Google (remont\u00e9e\u00a0respectivement de +25% et +48%) et les CTR explosent (+39% et +58%). Quant aux taux de conversion, ils restent stables ou sont tr\u00e8s l\u00e9g\u00e8rement d\u00e9grad\u00e9s, t\u00e9moignant de la qualit\u00e9 du trafic incr\u00e9mental g\u00e9n\u00e9r\u00e9. Chez LesFurets.com, l\u2019\u00e9quipe s\u2019est montr\u00e9e satisfaite de ces r\u00e9sultats et souhaite investiguer plus les opportunit\u00e9s que ce dispositif pourrait apporter.<\/p>\n","protected":false},"excerpt":{"rendered":"Imaginez que votre marque appartienne \u00e0 un secteur d\u2019activit\u00e9 tr\u00e8s-tr\u00e8s concurrentiel (au hasard, l\u2019Assurance). Imaginez \u00e9galement que votre marque soit d\u00e9j\u00e0 tr\u00e8s mature sur ses leviers digitaux, notamment en paid search. Maintenant, imaginez un moyen d\u2019augmenter (encore\u00a0!) le volume de trafic sur votre site pour continuer de gagner des parts de march\u00e9. C\u2019est plus ou […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[133,295],"tags":[5,239],"class_list":["post-4769","post","type-post","status-publish","format-standard","hentry","category-sea","category-fil-actualite","tag-sea","tag-tv"],"yoast_head":"\n
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