{"id":6567,"date":"2019-02-14T15:42:52","date_gmt":"2019-02-14T14:42:52","guid":{"rendered":"https:\/\/www.keyade.com\/?p=6567"},"modified":"2019-02-14T15:42:53","modified_gmt":"2019-02-14T14:42:53","slug":"target-impression-share","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/target-impression-share","title":{"rendered":"Maximiser la part de voix sur Google avec Target Impression Share"},"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\/02\/Target_Impression_Share_1-1024x348.jpg\" alt=\"Target Impression Share\" class=\"wp-image-6569\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/02\/Target_Impression_Share_1-1024x348.jpg 1024w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/02\/Target_Impression_Share_1-300x102.jpg 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/02\/Target_Impression_Share_1-768x261.jpg 768w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/02\/Target_Impression_Share_1-294x100.jpg 294w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Fin 2018, Google lance la strat\u00e9gie d\u2019ench\u00e8res <em>Target Impression Share<\/em>, adapt\u00e9e aux\nobjectifs de visibilit\u00e9, qui permet de maximiser le taux d\u2019impression de vos\nannonces SEA dans les r\u00e9sultats de recherche Google. <\/p>\n\n\n\n<p>Au sein de Target Impression Share, trois objectifs\nd\u2019emplacement&nbsp;sont propos\u00e9s :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Diffusion en premi\u00e8re position absolue<\/li><li>Diffusion en haut de page (positions 1 \u00e0 4)<\/li><li>Diffusion ailleurs sur la page de r\u00e9sultats de\nrecherche Google<\/li><\/ul>\n\n\n\n<p>Target Impression Share peut se d\u00e9finir au niveau d\u2019une\ncampagne ou sur un portefeuille de campagnes. <\/p>\n\n\n\n<p><strong>Premiers tests et\nretours by Keyade<\/strong><\/p>\n\n\n\n<p>Diff\u00e9rents tests ont \u00e9t\u00e9 r\u00e9alis\u00e9s par les consultants Keyade\naupr\u00e8s d\u2019annonceurs ayant des objectifs ou probl\u00e9matiques de visibilit\u00e9, avec\ndes r\u00e9sultats variables&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Un premier retailer souhaitait atteindre une\npart de voix maximale sur une cat\u00e9gorie de produits donn\u00e9e. Target Impression\nShare a permis d\u2019augmenter la part de voix sur cette cat\u00e9gorie de 35% en 48h en\npassant de 70% \u00e0 95%. La cons\u00e9quence est une hausse du co\u00fbt-par-clic\nparticuli\u00e8rement \u00e9lev\u00e9e sur ce test (+68%, inf\u00e9rieur \u00e0 1\u20ac).<\/li><li>Un second annonceur souhaitait atteindre une\npart de voix de 85% sur une cat\u00e9gorie de produits. L\u2019objectif a \u00e9t\u00e9 atteint (et\nm\u00eame un peu d\u00e9pass\u00e9) en l\u2019espace de deux semaines (repr\u00e9sentant une hausse de\n44% de la part de voix sur cette cat\u00e9gorie), avec une hausse du co\u00fbt-par-clic de\n26%, moindre par rapport au premier test.<\/li><li>Un dernier annonceur souhaitait augmenter sa\npart de voix (d\u00e9j\u00e0 \u00e9lev\u00e9e) sur ses mots-cl\u00e9s marque, sur deux march\u00e9s\ndiff\u00e9rents. En un mois, la part de voix a augment\u00e9 de 5% sur les deux march\u00e9s,\npour des variations du co\u00fbt-par-clic de 21% \u00e0 31%.<\/li><\/ul>\n\n\n\n<p>Khalid Tayouga et Alexis Antoine, consultants SEA chez\nKeyade, font partie de l\u2019\u00e9quipe qui a men\u00e9 les premiers tests. <br>\nKhalid commente : \u00ab Globalement, Target Impression Share permet d\u2019atteindre les\nobjectifs de part d\u2019impression fix\u00e9s. Les co\u00fbts-par-clic sont en hausse,\npermettant bien entendu de r\u00e9duire la part des impressions perdues en raison du\nclassement. Il est important de ne pas (trop) capper la (les) campagne(s), afin\nque la strat\u00e9gie d\u2019automatisation puisse se mettre en place\ncorrectement&nbsp;\u00bb.<br>\nAlexis rench\u00e9rit&nbsp;: \u00ab&nbsp;L\u2019utilisation de Target Impression Share est\nparticuli\u00e8rement adapt\u00e9e pour se positionner sur les mots-cl\u00e9s g\u00e9n\u00e9riques d\u2019une\nth\u00e9matique sp\u00e9cifique mais cela peut aussi servir \u00e0 renforcer la pr\u00e9sence de la\nmarque. L\u2019important est de bien d\u00e9terminer la th\u00e9matique prioritaire, et de lui\naccorder un budget suffisant pour atteindre son objectif.&nbsp;\u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Fin 2018, Google lance la strat\u00e9gie d\u2019ench\u00e8res Target Impression Share, adapt\u00e9e aux objectifs de visibilit\u00e9, qui permet de maximiser le taux d\u2019impression de vos annonces SEA dans les r\u00e9sultats de recherche Google. Au sein de Target Impression Share, trois objectifs d\u2019emplacement&nbsp;sont propos\u00e9s : Diffusion en premi\u00e8re position absolue Diffusion en haut de page (positions 1 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6573,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81,133,295],"tags":[445,5,443],"class_list":["post-6567","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lactu-digitale","category-sea","category-fil-actualite","tag-part-de-voix","tag-sea","tag-visibilite"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Maximiser la part de voix avec Target Impression Share | Keyade<\/title>\n<meta name=\"description\" content=\"Google lance la strat\u00e9gie d\u2019ench\u00e8res Target Impression Share. 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