{"id":7087,"date":"2019-05-20T15:34:28","date_gmt":"2019-05-20T14:34:28","guid":{"rendered":"https:\/\/www.keyade.com\/?p=7087"},"modified":"2019-05-20T15:34:30","modified_gmt":"2019-05-20T14:34:30","slug":"google-marketing-live-2019","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/google-marketing-live-2019","title":{"rendered":"Google Marketing Live 2019 : les annonces !"},"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\/05\/Google-Marketing-Live-1024x348.jpg\" alt=\"\" class=\"wp-image-7091\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/05\/Google-Marketing-Live-1024x348.jpg 1024w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/05\/Google-Marketing-Live-300x102.jpg 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/05\/Google-Marketing-Live-768x261.jpg 768w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/05\/Google-Marketing-Live-294x100.jpg 294w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Mardi 14 mai dernier d\u00e9butait le Google Marketing Live 2019,\nl\u2019\u00e9v\u00e8nement annuel au cours duquel Google a pr\u00e9sent\u00e9 ses derni\u00e8res nouveaut\u00e9s\nproduits, les nouveaux enjeux, et ses perspectives futures \u00e0 plus de 5000\nprofessionnels du marketing. Cette ann\u00e9e, Google a concentr\u00e9 ses annonces\nautour de trois grands th\u00e8mes&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>BE THERE <\/strong>\u2013\nNouveaux formats ou updates de betas.<\/li><\/ul>\n\n\n\n<p><strong>Gallery Ads<\/strong><\/p>\n\n\n\n<p>75% des utilisateurs de smartphones attendent des\ninformations imm\u00e9diates lorsqu\u2019ils font une recherche sur leur t\u00e9l\u00e9phone. Les\nGallery Ads sont un nouveau format \u00ab&nbsp;swipeable&nbsp;\u00bb (4 \u00e0 8 images, 1 \u00e0 3\ntitres et 70 caract\u00e8res de description), disponibles sur mobile au sein de\nDiscover, sur le fil d\u2019actualit\u00e9 YouTube et dans l\u2019onglet \u2018Promotions\u2019 de la\nmessagerie Gmail. Actuellement en beta, ce format a d\u00e9montr\u00e9 son efficacit\u00e9 en\ng\u00e9n\u00e9rant +25% d\u2019interactions que les annonces classiques contenant uniquement\ndu texte. Son d\u00e9ploiement devrait \u00eatre effectif sur les march\u00e9s courant 2019.<\/p>\n\n\n\n<p><strong>Bumper Machine<\/strong><\/p>\n\n\n\n<p>Cette fonctionnalit\u00e9 bas\u00e9e sur le machine-learning permet de\ncr\u00e9er 3 \u00e0 4 versions d\u2019un format Bumper Ads de 6 secondes \u00e0 partir de vid\u00e9os\nYouTube de 90 secondes (maximum). <\/p>\n\n\n\n<p><strong>App Deep Linking<\/strong><\/p>\n\n\n\n<p>App Deep Linking permet aux utilisateurs mobile qui ont\ninstall\u00e9 l\u2019app de la marque d\u2019\u00eatre redirig\u00e9s sur une section sp\u00e9cifique de\ncette app lorsqu\u2019ils cliquent sur une publicit\u00e9. Disponible en beta, ce format\nam\u00e9liore l\u2019exp\u00e9rience client et, selon les premiers r\u00e9sultats, double le taux\nde conversion des annonceurs.<\/p>\n\n\n\n<p><strong>Discovery Campaigns<\/strong><\/p>\n\n\n\n<p>Discovery Campaign est un nouveau type de campagne qui\npermet \u00e0 Google de se positionner face \u00e0 ses concurrents social media (Facebook,\nTwitter, LinkedIn\u2026) en attirant l\u2019attention des internautes au moment o\u00f9\nceux-ci parcourent les fils d\u2019actualit\u00e9. Les Discovery Ads sont affich\u00e9es au\nsein des \u2018flux Google\u2019&nbsp;: Discover, le fil d\u2019actualit\u00e9 YouTube et l\u2019onglet\n\u2018Promotions\u2019 de la messagerie Gmail. Elles peuvent \u00eatre g\u00e9r\u00e9es automatiquement\nau target CPA ou target ROAS.<\/p>\n\n\n\n<p><strong>Fusion des audiences\n\u2018Custom Intent\u2019 et \u2018Custom Affinity\u2019<\/strong><\/p>\n\n\n\n<p>Dans une d\u00e9marche de simplification, Google a annonc\u00e9 la\nfusion des audiences \u2018Custom Intent\u2019 (audiences construites selon les\nrecherches des utilisateurs sur les diff\u00e9rents r\u00e9seaux Google) et \u2018Custom\nAffinity\u2019 (audiences construites selon les centres d\u2019int\u00e9r\u00eats et habitudes des\nutilisateurs) au sein des \u2018Custom Audiences\u2019. L\u2019outil d\u2019extension d\u2019audience a\n\u00e9galement \u00e9t\u00e9 ajust\u00e9 pour simplifier la configuration et la gestion.<\/p>\n\n\n\n<p><strong>Nouvel indicateur :\n\u2018Max Conversion Value\u2019<\/strong><\/p>\n\n\n\n<p>Google lance l\u2019indicateur \u2018Max Conversion Value\u2019 qui permet\naux annonceurs qui la gestion automatique d\u2019optimiser leurs campagnes en\nfonction de la <em>valeur<\/em> de leurs\nconversions (\u00e0 la diff\u00e9rence de l\u2019indicateur actuel, bas\u00e9 sur le <em>nombre<\/em> de conversions).<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>BE USEFUL <\/strong>\u2013\nAm\u00e9liorations des interfaces utilisateurs et de l\u2019exp\u00e9rience client<\/li><\/ul>\n\n\n\n<p><strong>L\u2019exp\u00e9rience Google\nShopping repens\u00e9e<\/strong><\/p>\n\n\n\n<p>Les r\u00e9centes mises \u00e0 jour des pages produits de Google\nShopping incluent d\u00e9sormais l\u2019ajout d\u2019avis, de vid\u00e9os, et d\u2019images. Google\nShopping int\u00e8grera \u00e9galement diff\u00e9rentes options d\u2019achats, notamment Google\nExpress (aux US) et Google\nShopping Assistant\n(d\u00e9ploy\u00e9 seulement en France pour le moment).<\/p>\n\n\n\n<p><strong>Local Campaigns\nInventory<\/strong><\/p>\n\n\n\n<p>Les campagnes locales, destin\u00e9es \u00e0 g\u00e9n\u00e9rer du trafic en\nmagasin, sont renforc\u00e9e avec de nouveaux inventaires disponibles&nbsp;sur le\nr\u00e9seau de recherche et sur Google Maps.<\/p>\n\n\n\n<p><strong>Shopping Ads Updates<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>L\u2019inventaire\ndes annonces Showcase Shopping Ads est \u00e9tendu \u00e0 Google Images, Discover et\nYoutube.<\/li><li>Les\nShopping Ads sont d\u00e9sormais accessibles aux annonceurs qui vendent leurs\nproduits via des partenaires. Il suffit d\u2019activer une option au sein de Google\nAds. <strong>&nbsp;<\/strong><\/li><\/ul>\n\n\n\n<p><strong>Refonte Google Travel<\/strong><\/p>\n\n\n\n<p>La r\u00e9cente refonte de Google Travel sur mobile va bient\u00f4t\n\u00eatre d\u00e9ploy\u00e9e sur ordinateur. Google Travel rassemble toutes les informations\nde voyage (h\u00f4tel, vol\u2026) et permet ainsi \u00e0 l\u2019utilisateur de sauvegarder la\nprogression de ses recherches et de ses r\u00e9servations au fur et \u00e0 mesure de son avancement\ndans le parcours d\u2019achat.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>BE\nRESPONSIBLE <\/strong>\u2013 Retour sur les annonces-cl\u00e9s de Google I\/O concernant les\nmodifications sur le navigateur Chrome<\/li><\/ul>\n\n\n\n<p>&#8211; Les outils introduits sur Chrome permettent aux\nutilisateurs de contr\u00f4ler leurs param\u00e8tres de confidentialit\u00e9 avec plus de\nclart\u00e9 et de transparence (distinction des cookies 1st\/3rd-party, d\u00e9finition de\nd\u00e9lais de suppression automatique\u2026)<\/p>\n\n\n\n<p><strong>&#8211; <\/strong>Google\napportera \u00e9galement des modifications afin de mieux communiquer aupr\u00e8s des\ninternautes sur les informations utilis\u00e9es pour la personnalisation des\nannonces qui leurs sont diffus\u00e9es.<\/p>\n\n\n\n<p>&#8211; Google limitera \u00e9galement l\u2019utilisation des empreintes\ndigitales, s\u2019engage \u00e0 ne pas utiliser cette technologie et \u00e0 ne pas autoriser\ndes tiers \u00e0 importer de telles donn\u00e9es.<\/p>\n\n\n\n<p><strong>Recommandations aux\nsp\u00e9cialistes du Marketing<\/strong><\/p>\n\n\n\n<p>&#8211; Assurez-vous que vos politiques de confidentialit\u00e9 sont \u00e0\njour, claires et partag\u00e9es avec les utilisateurs.<\/p>\n\n\n\n<p>&#8211; Construisez des relations plus directes avec les\nutilisateurs qui n\u2019autorisent que les solutions de mesure 1st-party.<\/p>\n\n\n\n<p>&#8211; Concernant la personnalisation publicitaire, prenez acte\ndu non consentement fourni par les utilisateurs via les cookies d\u2019opt-out,\ninscriptions, d\u00e9sinscriptions, etc.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mardi 14 mai dernier d\u00e9butait le Google Marketing Live 2019, l\u2019\u00e9v\u00e8nement annuel au cours duquel Google a pr\u00e9sent\u00e9 ses derni\u00e8res nouveaut\u00e9s produits, les nouveaux enjeux, et ses perspectives futures \u00e0 plus de 5000 professionnels du marketing. Cette ann\u00e9e, Google a concentr\u00e9 ses annonces autour de trois grands th\u00e8mes&nbsp;: BE THERE \u2013 Nouveaux formats ou updates [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7089,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85,81,133,295],"tags":[475,5],"class_list":["post-7087","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-its-a-digital-world","category-lactu-digitale","category-sea","category-fil-actualite","tag-google-marketing-live","tag-sea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Marketing Live 2019 : les annonces ! - Keyade<\/title>\n<meta name=\"description\" content=\"Mardi 14 mai dernier d\u00e9butait le Google Marketing Live, Google a concentr\u00e9 ses annonces autour de trois grands th\u00e8mes : be there, be useful, be responsible\" \/>\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\/google-marketing-live-2019\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Marketing Live 2019 : les annonces ! 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