{"id":7389,"date":"2019-02-13T10:46:19","date_gmt":"2019-02-13T09:46:19","guid":{"rendered":"https:\/\/www.keyade.com\/?p=7389"},"modified":"2019-07-31T14:34:33","modified_gmt":"2019-07-31T13:34:33","slug":"acheter-marque-sea","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/acheter-marque-sea","title":{"rendered":"Faut-il acheter sa marque en SEA ?"},"content":{"rendered":"\n<p><strong>[VID\u00c9O]<\/strong> <strong>K-LEARNINGS #1<\/strong> | Que ce soit les annonceurs qui d\u00e9pensent des millions en SEA ou de nouvelles marques qui se lancent en <a href=\"https:\/\/www.keyade.com\/services-agence\/paid-search\">r\u00e9f\u00e9rencement payant<\/a>, il y a toujours un moment o\u00f9 se pose la question \u00ab est-ce que j\u2019ach\u00e8te ma marque sur les moteurs de recherche \u00bb ? Une question complexe qui am\u00e8ne bien s\u00fbr une r\u00e9ponse subjective : Charlotte Rozan-Pichet, sp\u00e9cialiste du digital m\u00e9dia, nous propose sa vision. <\/p>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"K-LEARNINGS #1 | Faut-il acheter sa marque en SEA ?\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/KktDLlGGDh4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link\" href=\"https:\/\/www.keyade.com\/k-learnings\">Retrouvez toutes nos vid\u00e9os !<\/a><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><em>La retranscription de la vid\u00e9o ci-dessous !<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Faut-il acheter sa marque en SEA&nbsp;?<\/strong><\/h2>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Les arguments en faveur du oui <\/strong><\/h4>\n\n\n\n<p><strong>#1 | D\u00e9fendre sa marque<\/strong><\/p>\n\n\n\n<p>Tout d\u2019abord \u00e7a permet de d\u00e9fendre votre marque contre la concurrence. Vous aurez beau \u00eatre extr\u00eamement bien r\u00e9f\u00e9renc\u00e9 en SEO, si un concurrent a d\u00e9cid\u00e9 d\u2019acheter votre marque\u2026<\/p>\n\n\n\n<p><strong>#2 | Rel\u00e9guer les concurrents <\/strong><\/p>\n\n\n\n<p>\u00c7a permet aussi de rel\u00e9guer les concurrents ou informations n\u00e9gatives aux rangs inf\u00e9rieurs.<\/p>\n\n\n\n<p><strong>#3 | Afficher des actualit\u00e9s<\/strong><\/p>\n\n\n\n<p>Acheter sa marque en SEA c\u2019est se donner la possibilit\u00e9 de s\u2019afficher sur un contenu chaud et ma\u00eetris\u00e9. C\u2019est particuli\u00e8rement int\u00e9ressant pour les annonceurs qui ont une forte actualit\u00e9 commerciale ou une forte saisonnalit\u00e9.<\/p>\n\n\n\n<p><strong>#4 | Le double affichage SEA \/ SEO<\/strong><\/p>\n\n\n\n<p>Selon plusieurs tests que nous avons men\u00e9s, le fait de s&#8217;afficher \u00e0 la fois en SEA et SEO permet une augmentation de 20% \u00e0 30% du taux de clic en moyenne.<\/p>\n\n\n\n<p>Bonus pour les annonceurs TV : on peut \u00e9galement parler de la synchronisation SEA avec les campagnes TV, qui permet de capter les recherches qui sont faites sur votre marque aux moments les plus pertinents.<\/p>\n\n\n\n<p><strong>#5 | L&#8217;affichage mobile <\/strong><\/p>\n\n\n\n<p> Le mobile&nbsp;!<\/p>\n\n\n\n<p>Sur mobile, seuls 4 liens (max!) apparaissent au-dessus de la ligne de flottaison. En achetant ma marque en SEA, j&#8217;augmente ma visibilit\u00e9 potentielle sur mobile.<\/p>\n\n\n\n<p><strong>#6 | Valoriser l&#8217;attribution<\/strong><\/p>\n\n\n\n<p>Acheter sa marque \u00e7a peut aussi constituer un avantage comp\u00e9titif dans l\u2019attribution. Parce qu\u2019en SEA, la marque peut s\u2019accaparer jusqu\u2019\u00e0 90% des ventes en dernier clic, avec un ROI souvent exceptionnel. Si votre marque b\u00e9n\u00e9ficie d\u2019un fort volume de trafic, \u00e7a peut \u00eatre int\u00e9ressant de d\u00e9grader votle ROI sur les mots-cl\u00e9s g\u00e9n\u00e9riques qui sont intervenus en amont, ce sont ces mots-cl\u00e9s qui sont efficaces pour l\u2019acquisition de nouveaux clients.<\/p>\n\n\n\n<p><strong>#7 | Inciter \u00e0 la conversion<\/strong><\/p>\n\n\n\n<p>RLSA est une fonctionnalit\u00e9  qui permet de recibler sur les moteurs de recherche les internautes qui ont d\u00e9j\u00e0 venus sur votre site. En achetant votre marque, vous pouvez adresser des messages personnalis\u00e9s \u00e0 ces internautes pour les encourager \u00e0 finaliser leurs achats, en communiquant sur des sujets qui les touchent au c\u0153ur comme une livraison offerte ou une  promotion de derni\u00e8re minute.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Les arguments en faveur du non<\/strong><\/h4>\n\n\n\n<p>Bien s\u00fbr \u00e7a reste du cas par cas, mais pour moi, lorsqu\u2019un annonceur est seul sur sa marque (c\u2019est-\u00e0-dire que ses concurrents ne l\u2019ach\u00e8te pas), qu\u2019il est tr\u00e8s bien r\u00e9f\u00e9renc\u00e9 en SEO et \u00e9galement qu&#8217;il n&#8217;a pas une actualit\u00e9 commerciale forte\u2026 et bien ce n\u2019est pas forc\u00e9ment pertinent d\u2019acheter sa marque.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[VID\u00c9O] K-LEARNINGS #1 | Que ce soit les annonceurs qui d\u00e9pensent des millions en SEA ou de nouvelles marques qui se lancent en r\u00e9f\u00e9rencement payant, il y a toujours un moment o\u00f9 se pose la question \u00ab est-ce que j\u2019ach\u00e8te ma marque sur les moteurs de recherche \u00bb ? Une question complexe qui am\u00e8ne bien [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7599,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[295,495],"tags":[5],"class_list":["post-7389","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fil-actualite","category-videos-k-learnings","tag-sea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Faut-il acheter sa marque en SEA ? - Keyade<\/title>\n<meta name=\"description\" content=\"Une question complexe qui am\u00e8ne bien s\u00fbr une r\u00e9ponse subjective : Charlotte Rozan-Pichet, sp\u00e9cialiste du digital m\u00e9dia, nous propose sa vision.\" \/>\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\/acheter-marque-sea\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Faut-il acheter sa marque en SEA ? 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