{"id":14273,"date":"2023-07-19T13:06:18","date_gmt":"2023-07-19T11:06:18","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=14273"},"modified":"2023-07-20T14:15:19","modified_gmt":"2023-07-20T12:15:19","slug":"new-customer-acquisition-google-ads","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/new-customer-acquisition-google-ads\/","title":{"rendered":"Google Ads\u00a0: comment acqu\u00e9rir facilement de nouveaux clients\u00a0?"},"content":{"rendered":"\n<p><strong>Pour de nombreux business, la gestion des nouveaux clients est essentielle. Afin d\u2019accompagner les marques sur cette probl\u00e9matique, Google a lanc\u00e9 la fonctionnalit\u00e9 New Customer Acquisition (NCA). Nous vous pr\u00e9sentons deux cas o\u00f9 celle-ci est essentielle pour l\u2019annonceur.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1034\" height=\"305\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/07\/nca.png\" alt=\"\" class=\"wp-image-14345\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/07\/nca.png 1034w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/07\/nca-900x265.png 900w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/07\/nca-768x227.png 768w\" sizes=\"auto, (max-width: 1034px) 100vw, 1034px\" \/><\/figure>\n\n\n\n<p>New Customer Acquisition est une fonctionnalit\u00e9 native de Google Ads lanc\u00e9e en mai 2020. Celle-ci permet&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>d\u2019attribuer une valeur plus importante aux nouveaux clients, pour les cibler davantage que ses clients connus&nbsp;;<\/li>\n\n\n\n<li>d\u2019exclure compl\u00e8tement ses clients de ses campagnes.<\/li>\n<\/ul>\n\n\n\n<p>Celle-ci s\u2019est pr\u00e9sent\u00e9e comme la solution id\u00e9ale pour deux de nos clients&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La Redoute Pays-Bas&nbsp;: marque assez jeune en Hollande, La Redoute <strong>manque de notori\u00e9t\u00e9 <\/strong>dans cette r\u00e9gion. Pour atteindre de nouveaux clients, il a paru essentiel de surpond\u00e9rer les nouveaux clients, tout en continuant de cibler les clients actuels&nbsp;;<\/li>\n\n\n\n<li>Allianz&nbsp;: une fois qu\u2019<strong>un prospect a sign\u00e9 un premier contrat, il est inutile de le recibler<\/strong>. En effet, les ventes additionnelles sont directement g\u00e9r\u00e9es par les conseillers. Il est donc apparu naturel d\u2019exclure les clients des campagnes.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Protocole de mise en place de NCA<\/h2>\n\n\n\n<p>La premi\u00e8re question pratique qu\u2019il faut se poser est la suivante&nbsp;: comment faire savoir \u00e0 Google Ads qu\u2019un utilisateur est un nouveau client&nbsp;? Il existe trois mani\u00e8res pour ce faire&nbsp;:<\/p>\n\n\n\n<ol class=\"wp-block-list\" type=\"1\" start=\"1\">\n<li>le <strong>tag de conversion<\/strong> : lorsqu\u2019un utilisateur convertit, Google Ads l\u2019int\u00e8gre gr\u00e2ce \u00e0 un tag de conversion dans une liste (sous r\u00e9serve de consentement de l\u2019utilisateur) ;<\/li>\n\n\n\n<li>les <strong>listes d&rsquo;audience<\/strong> : quand un utilisateur visite la page Espace clients du site, par exemple, il est int\u00e9gr\u00e9 \u00e0 une liste RLSA (Remarketing Lists for Search Ads) permettant soit de le cibler dans le cadre d\u2019une campagne de remarketing, soit de l\u2019exclure d\u2019une campagne&nbsp;;<\/li>\n\n\n\n<li><strong>Customer Match<\/strong> : la base de donn\u00e9es clients est inject\u00e9e dans Google Ads pour \u00e9tablir une liste de clients \u00e0 sous-pond\u00e9rer ou exclure. L\u2019avantage de cette m\u00e9thode est qu\u2019elle permet d\u2019identifier des utilisateurs qui ne sont pas pass\u00e9s par des annonces SEA. Les solutions First Party sont toujours plus qualitatives, mais il n\u2019est pas toujours possible de les d\u00e9ployer pour des contraintes l\u00e9gales propres \u00e0 chaque annonceur.<\/li>\n<\/ol>\n\n\n\n<p>Pour le cas d\u2019une survalorisation des nouveaux clients, Google Ads propose une valeur par d\u00e9faut \u00e0 appliquer \u00e0 ces derniers. Ainsi, si un client vaut 40 \u20ac, il peut sugg\u00e9rer d\u2019ajouter 20 \u20ac de valeur aux utilisateurs non d\u00e9finis en tant que clients. Les algorithmes poussent ainsi davantage les annonces aupr\u00e8s de personnes n\u2019ayant jamais consomm\u00e9 aupr\u00e8s de la marque.<\/p>\n\n\n\n<p>Comme chaque fois qu\u2019un nouveau dispositif doit \u00eatre lanc\u00e9, il convient d\u2019effectuer un A\/B test dans la mesure du possible pour s\u2019assurer que celui-ci ne d\u00e9grade pas les performances g\u00e9n\u00e9rales des campagnes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Objectifs atteints&nbsp;!<\/h2>\n\n\n\n<p>Gr\u00e2ce \u00e0 New Customer Acquisition, <strong>les clients d\u2019Allianz ne sont plus cibl\u00e9s<\/strong> lorsqu\u2019ils sont connus.<\/p>\n\n\n\n<p>Pour la Redoute, les tests ont port\u00e9 sur deux sous-univers cl\u00e9s de son activit\u00e9&nbsp;: mobilier et linge de maison. Les r\u00e9sultats ont \u00e9t\u00e9 visibles en moins de deux mois&nbsp;: <strong>la part de nouveaux clients sur son nouveau march\u00e9 augmente<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"605\" height=\"290\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/07\/activation-nca.png\" alt=\"\" class=\"wp-image-14277\"\/><\/figure>\n\n\n\n<p>Pour augmenter la part des nouveaux clients, les valeurs accord\u00e9es \u00e0 ces derniers sont mises \u00e0 jour pour correspondre \u00e0 la r\u00e9alit\u00e9 de leurs paniers moyens et am\u00e9liorer davantage la part des nouveaux clients.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-medium-font-size\">\u00ab Dans l\u2019optimisation de nos campagnes SEA, Allianz a test\u00e9 l\u2019option NCA pour nous permettre de r\u00e9pondre \u00e0 notre strat\u00e9gie d\u2019acquisition de nouveaux clients. Cette activation contribue \u00e0 baisser le nombre de leads r\u00e9alis\u00e9s sur nos clients. \u00bb<\/p>\n<cite>Sandrine Gaury, Responsable Marketing Acquisition, Allianz<\/cite><\/blockquote>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Pour beaucoup d\u2019entreprises, l\u2019acquisition de nouveaux clients est essentielle, pour renouveler sa client\u00e8le ou parce que des actions marketing efficaces sont appliqu\u00e9es par ailleurs (vente additionnelle directe, emailing direct, CRM, etc.). Dans ce cas, l\u2019optimisation du budget et des performances des campagnes SEA est essentielle. En l\u2019esp\u00e8ce, la fonctionnalit\u00e9 NCA se pr\u00e9sente comme efficace et montre des r\u00e9sultats visibles rapidement.<\/p>\n\n\n\n<p>Vous souhaitez savoir comment New Customer Acquisition peut accompagner votre strat\u00e9gie business&nbsp;? \u00c9crivez-nous. Nos sp\u00e9cialistes vous r\u00e9pondront.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Maximiser l&rsquo;acquisition de nouveaux clients avec la fonctionnalit\u00e9 New Customer Acquisition de Google Ads ? Nous savons le faire et nous vous le prouvons !<\/p>\n","protected":false},"author":1,"featured_media":14341,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-14273","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 v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Boostez votre strat\u00e9gie d&#039;acquisition de clients avec Google Ads - Keyade<\/title>\n<meta name=\"description\" content=\"Boostez votre croissance avec Google Ads : d\u00e9couvrez comment acqu\u00e9rir facilement de nouveaux clients gr\u00e2ce \u00e0 la fonctionnalit\u00e9 NCA !\" \/>\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\/fr\/blog\/new-customer-acquisition-google-ads\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Boostez votre strat\u00e9gie d&#039;acquisition de clients avec Google Ads - 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