{"id":4779,"date":"2018-02-13T10:56:58","date_gmt":"2018-02-13T09:56:58","guid":{"rendered":"https:\/\/www.keyade.com\/agence\/?p=2883"},"modified":"2018-06-19T14:39:43","modified_gmt":"2018-06-19T13:39:43","slug":"strategies-audiences-sea-etude-de-cas1","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/strategies-audiences-sea-etude-de-cas1","title":{"rendered":"[ETUDE DE CAS] Strat\u00e9gies d’audiences SEA (1\/2)"},"content":{"rendered":"

Comment un annonceur du secteur du voyage am\u00e9liore sa rentabilit\u00e9 globale gr\u00e2ce \u00e0 une strat\u00e9gie d\u2019audiences granulaires<\/span><\/h2>\n

AUDIENCES<\/strong><\/h3>\n

Les consultants Keyade r\u00e9pertorient les visiteurs du site en trois types d\u2019audiences\u00a0:<\/p>\n

    \n
  • Les visiteurs<\/strong>, qui ont effectu\u00e9 une simple visite sur le site<\/li>\n
  • Les acheteurs<\/strong>, qui ont r\u00e9alis\u00e9 une ou plusieurs r\u00e9servations<\/li>\n
  • Les abandonnistes<\/strong>, qui ont mis une r\u00e9servation au panier sans la finaliser<\/li>\n<\/ul>\n

    RECONNECTER LA MARQUE A L\u2019INTERNAUTE AU BON MOMENT<\/strong><\/h3>\n
      \n
    • Chacune des 3 audiences est associ\u00e9e \u00e0 2 d\u00e9lais de visite, choisis dans le but de reconnecter la marque \u00e0 l\u2019internaute au moment le plus appropri\u00e9.
      \nEx\u00a0: Visiteurs \u00e0 3 jours \/ 7 jours (d\u00e9lais courts pour se reconnecter rapidement \u00e0 un simple visiteur)\u00a0; Acheteurs \u00e0 7 jours \/ 30 jours (pour cibler des acheteurs r\u00e9currents).<\/em><\/li>\n
    • Sur les 6 bassins d\u2019audiences obtenus, activation des Similar Audiences de Google.<\/li>\n<\/ul>\n

      Au final, les consultants Keyade obtiennent 12 bassins d\u2019audiences<\/strong> sur lesquels ils vont adapter la strat\u00e9gie d\u2019ench\u00e8res afin de couvrir au mieux une audience qualifi\u00e9e et int\u00e9ress\u00e9e par les offres de la marque.<\/p>\n

      R\u00c9SULTATS<\/strong><\/h3>\n

      Six mois apr\u00e8s la mise en place du dispositif, le ROI est en augmentation de 40% sur les requ\u00eates marque (-2% sur les CPC), et de 49% sur les requ\u00eates hors marques (+9% sur les CPC).<\/p>\n

      Les r\u00e9sultats s\u2019appr\u00e9cient aussi audience par audience pour identifier les \u2018scenarios\u2019 les plus rentables\u00a0: sur les audiences Acheteurs, le ROI est multipli\u00e9 par plus de 6 sur les requ\u00eates marque (CPC iso) et par 10 sur les requ\u00eates hors marque (+70% sur le CPC).<\/p>\n

      Les Similar Audiences contribuent \u00e0 am\u00e9liorer la rentabilit\u00e9 des campagnes SEA. Sur ces campagnes, les ROI sont en hausse de 25% \u00e0 160% pour des CPC en baisse de 3% \u00e0 43%.<\/p>\n

      Jonathan Froidefond, Consultant SEA chez Keyade, ajoute : \u00ab\u00a0Le Travel est un secteur extr\u00eamement concurrentiel sur le SEA o\u00f9 de nombreux acteurs bataillent pour se retrouver dans les premi\u00e8res positions.\u00a0<\/em>Dans ce contexte, mettre en place une strat\u00e9gie d\u2019audiences granulaires permet de g\u00e9n\u00e9rer des bookings suppl\u00e9mentaires tout en am\u00e9liorant le ROI. Les bassins d\u2019audiences nous permettent de cibler des internautes d\u00e9j\u00e0 avanc\u00e9s dans le tunnel de conversion ainsi que des prospects ayant des comportements similaires \u00e0 nos clients (via les Similar Audiences de Google) et donc plus susceptibles de convertir.\u00a0\u00bb<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

      Comment un annonceur du secteur du voyage am\u00e9liore sa rentabilit\u00e9 globale gr\u00e2ce \u00e0 une strat\u00e9gie d\u2019audiences granulaires AUDIENCES Les consultants Keyade r\u00e9pertorient les visiteurs du site en trois types d\u2019audiences\u00a0: Les visiteurs, qui ont effectu\u00e9 une simple visite sur le site Les acheteurs, qui ont r\u00e9alis\u00e9 une ou plusieurs r\u00e9servations Les abandonnistes, qui ont mis […]<\/p>\n","protected":false},"author":1,"featured_media":2899,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89,295],"tags":[313,5],"class_list":["post-4779","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","category-fil-actualite","tag-audiences","tag-sea"],"yoast_head":"\nEtude de cas sur les strat\u00e9gies d'audiences SEA (1\/2)<\/title>\n<meta name=\"description\" content=\"Qui sont les visiteurs de votre site ? 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