{"id":6415,"date":"2019-01-10T14:14:32","date_gmt":"2019-01-10T13:14:32","guid":{"rendered":"https:\/\/www.keyade.com\/?p=6415"},"modified":"2019-08-01T13:08:54","modified_gmt":"2019-08-01T12:08:54","slug":"synergie-sea-smo","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/synergie-sea-smo","title":{"rendered":"Synergie SEA SMO : booster la publicit\u00e9 sur Facebook gr\u00e2ce \u00e0 la data SEA"},"content":{"rendered":"\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"348\" src=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/01\/Bandeau-Etude-de-cas-synergie-SEA-Social-1024x348.jpg\" alt=\"Synergie-SEA-Social\" class=\"wp-image-6417\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/01\/Bandeau-Etude-de-cas-synergie-SEA-Social-1024x348.jpg 1024w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/01\/Bandeau-Etude-de-cas-synergie-SEA-Social-300x102.jpg 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/01\/Bandeau-Etude-de-cas-synergie-SEA-Social-768x261.jpg 768w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/01\/Bandeau-Etude-de-cas-synergie-SEA-Social-294x100.jpg 294w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">CONTEXTE<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Un parcours de\nconversion multi-touches entre les leviers d\u2019acquisition<\/strong><\/h2>\n\n\n\n<p>Le SEA est un levier \u2018pull\u2019, qui\nintervient dans un contexte o\u00f9 les internautes sont en demande d\u2019informations,\nautrement dit, ils expriment clairement un besoin. Au contraire, le Social\nMedia est un levier \u2018push\u2019, qui pousse proactivement la publicit\u00e9 aux\nutilisateurs, en dehors de tout besoin exprim\u00e9. C\u2019est pourquoi le Social Media\nintervient g\u00e9n\u00e9ralement au d\u00e9but du parcours de conversion, lors de la phase de\nconsid\u00e9ration&nbsp;; tandis que le SEA intervient plut\u00f4t en fin de parcours,\nlors des phases d\u2019intention et d\u2019achat.<\/p>\n\n\n\n<p>Dans un monde id\u00e9al, le parcours\nde conversion de l\u2019internaute est lin\u00e9aire et s\u2019encha\u00eene logiquement entre les\nleviers d\u2019acquisition. Mais dans les faits, ce parcours de conversion est multi-touches\nentre les leviers, et plus ou moins erratique.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"363\" src=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/01\/SEA-Facebook-Parcours-de-conversion-1024x363.png\" alt=\"synergie-SEA-Social-Parcours-de-conversion\" class=\"wp-image-6419\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/01\/SEA-Facebook-Parcours-de-conversion-1024x363.png 1024w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/01\/SEA-Facebook-Parcours-de-conversion-300x106.png 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/01\/SEA-Facebook-Parcours-de-conversion-768x272.png 768w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/01\/SEA-Facebook-Parcours-de-conversion-282x100.png 282w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/01\/SEA-Facebook-Parcours-de-conversion.png 1525w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Activation d\u2019un\ndispositif cross-canal du SEA vers le Social Media<\/strong><\/h2>\n\n\n\n<p>Keyade met en place pour l&#8217;un de ses clients un proc\u00e9d\u00e9 destin\u00e9 \u00e0 valoriser la publicit\u00e9 Social Media gr\u00e2ce aux donn\u00e9es du r\u00e9f\u00e9rencement payant. Concr\u00e8tement, il s\u2019agit d\u2019utiliser les donn\u00e9es des visiteurs du site du client obtenues en SEA pour cr\u00e9er des audiences de ciblage sur Facebook (<a href=\"https:\/\/www.keyade.com\/synergies-sea-facebook-ads\">voir Synergies SEA \/ Facebook Ads en vid\u00e9o<\/a>).<\/p>\n\n\n\n<p>Les internautes qui ont d\u00e9j\u00e0\nvisit\u00e9 le site de l\u2019annonceur en arrivant par le SEA (levier \u2018pull\u2019, d\u00e9notant\nde l\u2019int\u00e9r\u00eat de ces visiteurs pour la marque ou ses produits) sont donc\nsp\u00e9cifiquement recibl\u00e9s sur Facebook. Si les visiteurs SEA ont d\u00e9j\u00e0 converti\nsur le site, il est possible, \u00e0 l\u2019inverse de les exclure de ces audiences de\nciblage. Enfin, des audiences similaires sont cr\u00e9\u00e9es \u00e0 partir des profils des\nvisiteurs SEA (car Google Analytics fournit les donn\u00e9es socio-d\u00e9mographiques\ndes visiteurs).<strong><br>\n<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>RESULTATS<\/strong><\/h3>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Audiences plus qualitatives et\nbaisse du co\u00fbt d\u2019acquisition sur Facebook<\/strong><\/h2>\n\n\n\n<p>Apr\u00e8s quelques mois de mise en place, le dispositif\ncross-canal est tr\u00e8s efficace&nbsp;: les audiences Facebook bas\u00e9es sur les\ndonn\u00e9es de visiteurs SEA sont plus affin\u00e9es et qualitatives et pr\u00e9sentent donc\nun co\u00fbt d\u2019acquisition inf\u00e9rieur de 10% \u00e0 18% par rapport au co\u00fbt d\u2019acquisition\nmoyen des campagnes sur la plateforme.<\/p>\n\n\n\n<p>Par ailleurs, la possibilit\u00e9 de cr\u00e9er des profils similaires\na permis d\u2019\u00e9largir les bassins d\u2019audience et donc d\u2019\u00e9tendre le reach des\nFacebook ads. In fine, le co\u00fbt d\u2019acquisition d\u2019un nouveau client est en baisse.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>CONTEXTE Un parcours de conversion multi-touches entre les leviers d\u2019acquisition Le SEA est un levier \u2018pull\u2019, qui intervient dans un contexte o\u00f9 les internautes sont en demande d\u2019informations, autrement dit, ils expriment clairement un besoin. Au contraire, le Social Media est un levier \u2018push\u2019, qui pousse proactivement la publicit\u00e9 aux utilisateurs, en dehors de tout [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6421,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89,81,133,137,295],"tags":[429,435,437,185],"class_list":["post-6415","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","category-lactu-digitale","category-sea","category-social-media","category-fil-actualite","tag-facebook-ads","tag-synergie-sea","tag-synergie-sea-smo","tag-synergies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Synergie SEA SMO : booster la publicit\u00e9 Facebook avec le SEA | Keyade<\/title>\n<meta name=\"description\" content=\"Keyade met en place une synergie SEA SMO avec 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