{"id":13781,"date":"2023-04-18T16:20:15","date_gmt":"2023-04-18T14:20:15","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=13781"},"modified":"2023-04-21T10:01:30","modified_gmt":"2023-04-21T08:01:30","slug":"sea-marge","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/sea-marge\/","title":{"rendered":"SEA\u00a0: au service de sa marge"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"690\" height=\"388\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/04\/marge-SEA-1.jpg\" alt=\"\" class=\"wp-image-13917\"\/><\/figure>\n<\/div>\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Dans un contexte inflationniste, pr\u00e8s de <a href=\"https:\/\/www.wavestone.com\/fr\/insight\/barometre-nouvelles-tendances-consommation-2023\/#methodologie-et-demarche\">4 Fran\u00e7ais sur 5 envisagent de baisser leur consommation<\/a>, tous secteurs confondus. Pour nombre d\u2019annonceurs, la maximisation de la marge est donc devenue un objectif majeur&nbsp;: chaque euro investi doit rapporter. Et dans cette strat\u00e9gie, le SEA peut \u00eatre un bon alli\u00e9. Au-del\u00e0 de la maximisation de l\u2019investissement m\u00e9dia, il est possible d\u2019int\u00e9grer la marge \u00e0 l\u2019objectif de diffusion de vos campagnes. Explications.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Plus de marge gr\u00e2ce au SEA<\/h2>\n\n\n\n<p>Au-del\u00e0 de la connaissance pr\u00e9cise de la rentabilit\u00e9 du levier, un pilotage des campagnes SEA \u00e0 la marge permet deux choses&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>faire en sorte que chaque euro investi g\u00e9n\u00e8re des b\u00e9n\u00e9fices&nbsp;;<\/strong><\/li>\n\n\n\n<li><strong>g\u00e9n\u00e9rer plus de b\u00e9n\u00e9fices \u00e0 iso-investissement.<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Pour ce faire, il convient d\u2019int\u00e9grer vos donn\u00e9es first party, souvent depuis votre CRM, \u00e0 votre plateforme publicitaire&nbsp;: Google Ads, Microsoft Ads ou via Search Ads 360.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Int\u00e9grer vos donn\u00e9es first party \u00e0 votre plateforme de bidding<\/h2>\n\n\n\n<p>Comme nous l\u2019avons vu dans un pr\u00e9c\u00e9dent article, la premi\u00e8re \u00e9tape avant de piloter vos campagnes \u00e0 la marge est d\u2019<a href=\"https:\/\/www.keyade.com\/fr\/blog\/sea-marge-reporting\/\">int\u00e9grer la marge \u00e0 vos reportings<\/a>. <strong>Un travail avec l\u2019annonceur doit \u00eatre r\u00e9alis\u00e9 pour faire remonter les donn\u00e9es depuis les outils m\u00e9tiers.<\/strong> L\u2019objectif&nbsp;: \u00e9valuer la performance effective de ses campagnes sur la donn\u00e9e de marge avant d\u2019\u00e9tablir une strat\u00e9gie de pilotage d\u00e9di\u00e9e \u00e0 la marge. En bref : sans avoir cherch\u00e9 \u00e0 maximiser ma marge, comment mes campagnes SEA se comportent-elles ? &nbsp;<\/p>\n\n\n\n<p>Une fois cette \u00e9tape r\u00e9alis\u00e9e, il faut connecter vos donn\u00e9es CRM \u00e0 votre r\u00e9gie (Google Ads, Bing Ads ou Search Ads 360). Nous vous remettons le graphique dont nous sommes fiers. \ud83d\udc47<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"465\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/03\/solution-privacy-measurement.png\" alt=\"\" class=\"wp-image-13719\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/03\/solution-privacy-measurement.png 960w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/03\/solution-privacy-measurement-900x436.png 900w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/03\/solution-privacy-measurement-768x372.png 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<p>Comme vous pouvez le voir, nous consolidons les donn\u00e9es first party avec l\u2019outil d\u2019Intelligence Search via notre solution Madmetrics, d\u00e9velopp\u00e9e en interne par nos \u00e9quipes R&amp;D.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Piloter \u00e0 la marge<\/h2>\n\n\n\n<p>La Redoute pilote ses campagnes exclusivement sur la donn\u00e9e de marge. L\u2019objectif pour l\u2019entreprise de e-commerce, est de g\u00e9n\u00e9rer un maximum de marge, sous couvert d\u2019un ROI plancher. Ce pilotage est disponible pour tous les formats de campagnes Google Ads et Microsoft Ads, y compris les automatiques comme Performance Max.<\/p>\n\n\n\n<p><strong>Bien que la rentabilit\u00e9 soit le ma\u00eetre-mot des campagnes, il faut veiller \u00e0 fixer un objectif de ROI marg\u00e9 coh\u00e9rent avec vos objectifs business. <\/strong>Aller chercher une rentabilit\u00e9 trop \u00e9lev\u00e9e pourrait finalement se traduire par&nbsp;des opportunit\u00e9s de vente manqu\u00e9es&nbsp;: volume ou trafic qualifi\u00e9 qui partirait \u00e0 la concurrence.<\/p>\n\n\n\n<p><strong>Attention, le SEA et un pilotage \u00e0 la marge ne sont pas une solution miracle et sa rentabilit\u00e9 d\u00e9pend de nombreux facteurs tels que le budget allou\u00e9, la concurrence dans le secteur d&rsquo;activit\u00e9, la qualit\u00e9 des annonces et la pertinence des mots-cl\u00e9s choisis. <\/strong>C\u2019est pourquoi une \u00e9valuation r\u00e9guli\u00e8re et un travail en commun des diff\u00e9rentes \u00e9quipes business sont indispensables \u00e0 la r\u00e9ussite d\u2019un tel pilotage.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A\/B tester<\/h2>\n\n\n\n<p>Comme pour tout, <strong>ne d\u00e9ployez rien sans avoir v\u00e9rifi\u00e9 auparavant la pertinence de votre strat\u00e9gie<\/strong>. Ainsi, par exemple, pour notre client Jacadi, nous avons d\u00e9cid\u00e9 de segmenter l\u2019ensemble de l\u2019inventaire shopping en deux campagnes \u00e0 la volum\u00e9trie de marge constante.&nbsp;Durant une phase de pr\u00e9test, ces derni\u00e8res restent pilot\u00e9es au CA, afin de confirmer la bonne r\u00e9partition des produits.<\/p>\n\n\n\n<p>Lorsque la bonne r\u00e9partition des volumes de marge sera confirm\u00e9e (et si ce n\u2019est pas le cas, des ajustements seront apport\u00e9s), une des deux campagnes passera en pilotage \u00e0 la marge. Objectif&nbsp;: comparer les deux campagnes pour voir si celle pilot\u00e9e \u00e0 la marge d\u00e9croche, v\u00e9rifier que les performances sont meilleures, en termes de marge, tout en maintenant un niveau de rentabilit\u00e9 satisfaisant pour Jacadi.<\/p>\n\n\n\n<p>Attention, <strong>veillez \u00e0 switcher au bon moment<\/strong>&nbsp;! \u00c9vitez les temps forts de votre activit\u00e9, comme les soldes, ventes priv\u00e9es, etc. Vous risqueriez non seulement de fausser les r\u00e9sultats en fonction des promotions, car les taux de marge peuvent varier, mais surtout de perdre du chiffre d\u2019affaires (et de la marge !), si le r\u00e9sultat n\u2019est pas fructueux.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Et s\u2019il n\u2019est pas possible de connecter CRM et plateforme publicitaire&nbsp;?<\/h2>\n\n\n\n<p>Si pour un annonceur l\u2019acc\u00e8s ou le partage des donn\u00e9es de marge n\u2019est pas possible, pour des raisons techniques ou de confidentialit\u00e9, <strong>les produits \u00e0 marge faible ou nulle peuvent \u00eatre exclus ou pilot\u00e9s diff\u00e9remment sur Shopping<\/strong> via un syst\u00e8me de taggage desdits produits, puis des label customs.<\/p>\n\n\n\n<p>Vous retrouverez toutes les explications dans notre article <a href=\"https:\/\/www.keyade.com\/fr\/blog\/google-shopping-segmentation\/\">Google Shopping : segmenter pour mieux r\u00e9gner<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pilotage \u00e0 la marge : un objectif, mais pas la panac\u00e9e<\/h2>\n\n\n\n<p>Ne pas inclure la marge dans votre pilotage et analyse marketing biaise la lecture des&nbsp;performances de vos actions. En effet, vous pouvez r\u00e9aliser des conversions, mais g\u00e9n\u00e9rer peu ou pas de marge. De m\u00eame, focaliser vos campagnes uniquement sur la marge peut biaiser la r\u00e9alit\u00e9 de vos performances si la marge est grev\u00e9e par des niveaux de retours trop \u00e9lev\u00e9s par exemple. Pensez donc ensuite \u00e0 mettre en place un syst\u00e8me de scoring fin de vos campagnes pour r\u00e9duire tous les biais qui pourraient appara\u00eetre dans votre analyse et votre pilotage.<\/p>\n\n\n\n<p><strong>Aller plus loin&nbsp;: <\/strong><a href=\"https:\/\/www.keyade.com\/fr\/blog\/google-shopping-segmentation\/\">Google Shopping : segmenter pour mieux r\u00e9gner<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Comment augmenter votre marge gr\u00e2ce au SEA ? Suivez notre guide complet pour int\u00e9grer vos donn\u00e9es first party \u00e0 votre plateforme publicitaire et piloter vos campagnes \u00e0 la marge.<\/p>\n","protected":false},"author":1,"featured_media":13925,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-13781","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment le SEA peut-il booster votre marge ? - Keyade<\/title>\n<meta name=\"description\" content=\"Le SEA peut maximiser la marge en int\u00e9grant la rentabilit\u00e9 aux campagnes. 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