{"id":505,"date":"2016-01-05T15:55:02","date_gmt":"2016-01-05T14:55:02","guid":{"rendered":"http:\/\/www.keyade.com\/agence\/?p=505"},"modified":"2017-05-03T15:00:04","modified_gmt":"2017-05-03T14:00:04","slug":"etude-de-cas-cadeaux-com-ad-customizers","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/etude-de-cas-cadeaux-com-ad-customizers","title":{"rendered":"[ETUDE DE CAS] CADEAUX.COM booste trafic et conversions gr\u00e2ce aux Ad Customizers"},"content":{"rendered":"<h2 style=\"text-align: justify;\"><strong><span style=\"color: #00aad7;\">CONTEXTE<\/span><\/strong><\/h2>\n<h3 style=\"text-align: justify;\"><strong>No\u00ebl et la Saint Valentin : 2 p\u00e9riodes commerciales fortes<\/strong><\/h3>\n<p style=\"text-align: justify;\">cadeaux.com est un acteur de r\u00e9f\u00e9rence sur le march\u00e9 des cadeaux personnalis\u00e9s et distribue ses produits uniquement en ligne. Comme de nombreux acteurs du secteur, No\u00ebl puis la Saint Valentin constituent deux temps forts commerciaux pour cadeaux.com. Keyade, qui g\u00e8re le SEA de la marque depuis 2009 propose r\u00e9guli\u00e8rement de nouveaux tests pour dynamiser les ventes en ligne. A l\u2019approche de ces deux p\u00e9riodes, l\u2019agence a mis en place les Ad Customizers de Google.<\/p>\n<h2 style=\"text-align: justify;\"><strong><span style=\"color: #00aad7;\">FORMAT ET DISPOSITIF<\/span><\/strong><\/h2>\n<h3 style=\"text-align: justify;\"><strong>Ad Customizers pour d\u00e9compter les jours dans l&#8217;annonce<\/strong><\/h3>\n<p style=\"text-align: justify;\">Les Ad Customizers permettent de g\u00e9n\u00e9rer des annonces personnalis\u00e9es gr\u00e2ce \u00e0 des champs dynamiques. Il est ainsi possible de cr\u00e9er des annonces en fonction d\u2019une localisation, un nom de produit, un stock, une dur\u00e9e de validit\u00e9 de l\u2019offre, ou encore de faire la promotion d\u2019\u00e9v\u00e8nements r\u00e9currents ou d\u2019organiser un compte \u00e0 rebours.<\/p>\n<p style=\"text-align: justify;\">Sur le compte cadeaux.com, les Ad Customizers ont \u00e9t\u00e9 activ\u00e9s pour d\u00e9compter les jours restants avant No\u00ebl et avant la Saint Valentin.<\/p>\n<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-507 alignnone\" src=\"http:\/\/www.keyade.com\/agence\/wp-content\/uploads\/2016\/06\/cadeaux.com_-300x85.png\" alt=\"cadeaux.com\" width=\"459\" height=\"130\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/06\/cadeaux.com_-300x85.png 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/06\/cadeaux.com_-352x100.png 352w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/06\/cadeaux.com_.png 384w\" sizes=\"auto, (max-width: 459px) 100vw, 459px\" \/><\/p>\n<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-511\" src=\"http:\/\/www.keyade.com\/agence\/wp-content\/uploads\/2016\/06\/2016-06-17_16h56_12-300x84.png\" alt=\"2016-06-17_16h56_12\" width=\"471\" height=\"132\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/06\/2016-06-17_16h56_12-300x84.png 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/06\/2016-06-17_16h56_12-768x215.png 768w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/06\/2016-06-17_16h56_12-356x100.png 356w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/06\/2016-06-17_16h56_12.png 991w\" sizes=\"auto, (max-width: 471px) 100vw, 471px\" \/><\/p>\n<p style=\"text-align: justify;\">\u00ab\u00a0<em>La pr\u00e9sence d\u2019un \u00e9l\u00e9ment num\u00e9rique dans les annonces est facteur de clics\u00a0<\/em>\u00bb, explique Cyrille Douin, consultant SEA impliqu\u00e9 sur le compte cadeaux.com, \u00ab\u00a0<em>le d\u00e9compte des jours produit un sentiment d\u2019urgence qui est b\u00e9n\u00e9fique \u00e0 la conversion\u00a0<\/em>\u00bb.<\/p>\n<h2><strong><span style=\"color: #00aae3;\">R<\/span><span style=\"color: #00aae3;\">\u00c9<\/span><span style=\"color: #00aae3;\">SULTATS<\/span><\/strong><\/h2>\n<h3 style=\"text-align: justify;\"><strong>Un impact significatif sur les campagnes g\u00e9n\u00e9riques<\/strong><\/h3>\n<p style=\"text-align: justify;\">Globalement, les Ad Customizers se r\u00e9v\u00e8lent tr\u00e8s efficaces\u00a0sur les mots-cl\u00e9s g\u00e9n\u00e9riques g\u00e9n\u00e9rateurs de trafic pour la marque (\u2018cadeaux\u2019, \u2018noel\u2019, \u2018saint valentin\u2019).<br \/>\nVoici par exemple les r\u00e9sultats obtenus sur les 3 semaines pr\u00e9c\u00e9dant No\u00ebl, sur la campagne g\u00e9n\u00e9rique \u2018cadeau\u2019\u00a0:<\/p>\n<ul style=\"text-align: justify;\">\n<li>+23% de clics sur les Ad Customizers par rapport aux annonces classiques<\/li>\n<li>Un CPC inf\u00e9rieur de 15% sur les Ad Customizers pour une position \u00e9quivalente<\/li>\n<li>+43% de conversion sur les Ad Customizers par rapport aux annonces classiques<\/li>\n<li>Une rentabilit\u00e9 naturellement sup\u00e9rieure sur les Ad Customizers\u00a0: +62% par rapport aux annonces classiques<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">Concernant la Saint Valentin, les r\u00e9sultats pourraient para\u00eetre plus mitig\u00e9s mais il est important de garder une d\u00e9marche de performance dans l\u2019analyse des r\u00e9sultats. En effet, sur certains adgroups, les annonces classiques enregistraient un meilleur taux de clic mais les Ad Customizers pr\u00e9sentaient de meilleurs taux de conversion. Alors comment trancher\u00a0? \u00ab\u00a0<em>Une m\u00e9thode consiste \u00e0 faire directement le rapport entre les conversions et les impressions pour juger de la performance des annonces\u00a0<\/em>\u00bb, explique Cyrille. D\u00e8s lors, c\u2019est un nouvel indicateur de performance \u00e0 prendre en compte dans l\u2019optimisation des campagnes. \u00ab\u00a0<em>Gr\u00e2ce \u00e0 la flexibilit\u00e9 de notre technologie Madmetrics, nous avons pu int\u00e9grer ce nouvel indicateur dans les rapports de cadeaux.com et ainsi continuer de prendre les meilleures d\u00e9cisions pour la performance globale du compte.<\/em>\u00a0\u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"<p>CONTEXTE No\u00ebl et la Saint Valentin : 2 p\u00e9riodes commerciales fortes cadeaux.com est un acteur de r\u00e9f\u00e9rence sur le march\u00e9 des cadeaux personnalis\u00e9s et distribue ses produits uniquement en ligne. Comme de nombreux acteurs du secteur, No\u00ebl puis la Saint Valentin constituent deux temps forts commerciaux pour cadeaux.com. Keyade, qui g\u00e8re le SEA de la [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":775,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89],"tags":[113,5],"class_list":["post-505","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 v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Etude de cas - Ad customizers pour booster les annonces SEA | Keyade<\/title>\n<meta name=\"description\" content=\"Pour cadeaux.com, l&#039;utilisation des ad customizers de Google permet d&#039;augmenter de 23% les clics sur les annonces avec +43% de conversions\" \/>\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-cadeaux-com-ad-customizers\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Etude de cas - 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