{"id":14289,"date":"2023-07-19T10:15:48","date_gmt":"2023-07-19T08:15:48","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=14289"},"modified":"2023-07-19T14:59:36","modified_gmt":"2023-07-19T12:59:36","slug":"google-demand-gen-nouveau-format-publicitaire","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/google-demand-gen-nouveau-format-publicitaire\/","title":{"rendered":"Demand Gen : du social dans Google Ads"},"content":{"rendered":"\n

Google a lanc\u00e9 en beta ferm\u00e9e cet \u00e9t\u00e9 un nouveau format publicitaire : Demand Gen. Il se positionne comme le<\/em> format social de Google. Et nos \u00e9quipes SEA et Social Media ont pu assister \u00e0 sa pr\u00e9sentation faite par deux sp\u00e9cialistes du produit Google.<\/strong><\/p>\n\n\n\n

<\/div>\n\n\n\n

Demand Gen est un format multi-inventaire diffus\u00e9 sur YouTube Shorts, In-stream et Feed, mais aussi sur Discover et Gmail.<\/p>\n\n\n\n

Il capitalise sur le succ\u00e8s des Shorts, qui comptabilisent d\u00e9j\u00e0 50 milliards de vues par jour et 1,5\u00a0milliard d\u2019utilisateurs mensuels. Et il int\u00e8gre les learnings des formats existants comme Discovery.<\/p>\n\n\n\n

\"Demand<\/figure>\n\n\n\n

Boost\u00e9 \u00e0 l\u2019IA, Demand Gen a pour objectif de toucher le haut\/milieu de funnel<\/strong> et de g\u00e9n\u00e9rer le maximum de demandes pour les annonceurs<\/strong>. Ces derniers pourront ensuite les capturer avec Performance Max, le format phare de Google pour maximiser les conversions et la valeur. Ces deux produits sont pens\u00e9s pour fonctionner ensemble.<\/p>\n\n\n\n

Les fonctionnalit\u00e9s cl\u00e9s de Demand Gen<\/h2>\n\n\n\n

Demand Gen propose des fonctionnalit\u00e9s sp\u00e9cifiques, qui s\u2019inspirent pour certaines des best-practices du social media. Parmi elles, on peut citer :<\/p>\n\n\n\n

    \n
  • l\u2019audience Lookalike<\/strong>, qui permet de cr\u00e9er des segments d\u2019audience similaires \u00e0 partir des audiences 1st party des annonceurs (les acheteurs par exemple), avec un niveau de similarit\u00e9 gradu\u00e9 plus ou moins \u00e9lev\u00e9. Rien de nouveau pour ceux qui diffusent d\u00e9j\u00e0 sur les plateformes social media\u00a0;<\/li>\n\n\n\n
  • le pilotage avec trois types de strat\u00e9gie d\u2019ench\u00e8res<\/strong> : maximiser le trafic, les conversions ou la valeur\u00a0;<\/li>\n\n\n\n
  • les mesures d\u2019efficacit\u00e9 du format<\/strong>, telles que le brand lift, le search lift et le conversion lift, avec des modalit\u00e9s de tests int\u00e9ressantes pour pouvoir mesurer l\u2019impact du format.<\/li>\n<\/ul>\n\n\n\n

    Demand Gen ne n\u00e9cessite pas obligatoirement de vid\u00e9o pour \u00eatre activ\u00e9, contrairement \u00e0 Performance Max, et n\u2019en cr\u00e9e pas automatiquement. Si l\u2019annonceur ne fournit pas de vid\u00e9o, il ne pourra pas diffuser sur YouTube. Logique.<\/p>\n\n\n\n

    Le caract\u00e8re facultatif des vid\u00e9os est \u00e9tonnant pour un format qui se positionne comme social. Cependant, cela peut arranger certains annonceurs qui ne disposent pas d\u2019assets vid\u00e9o ou souhaitent diffuser leurs annonces uniquement sur Discover ou Gmail.<\/p>\n\n\n\n

    Notre point de vue sur Demand Gen<\/h2>\n\n\n\n

    Ce format continue d\u2019enfoncer la porte de l\u2019\u00e8re des formats multi-inventaires et dop\u00e9s \u00e0 l\u2019IA d\u00e9j\u00e0 bien ouverte par Performance Max.<\/p>\n\n\n\n

    Le positionnement du produit est assez clair, pour une fois (le haut du funnel). Il est judicieux de la part de Google de surfer sur les tendances Shorts et de s\u2019inspirer des best-practices du social media. Les connaisseurs de Facebook Manager ne seront pas d\u00e9boussol\u00e9s. Ce format s\u2019adressera plut\u00f4t aux clients matures dans l\u2019adoption de YouTube ou qui font d\u00e9j\u00e0 de l\u2019activation display.<\/p>\n\n\n\n

    Toutefois, reste \u00e0 voir \u00e0 quoi seront compar\u00e9es les performances de Demand Gen. Mettre face \u00e0 face les r\u00e9sultats de campagnes Shopping et de Demand Gen ne fait pas sens. Le plus logique sera de les comparer avec les autres leviers d\u2019activation, comme le social (YouTube ou Meta).<\/p>\n\n\n\n

    L\u2019actualit\u00e9 de Demand Gen chez Keyade<\/h2>\n\n\n\n

    Les annonceurs sont assez s\u00e9duits par ce nouveau format. Nous avons d\u00e9j\u00e0 re\u00e7u beaucoup de demandes de clients pour le tester en avant-premi\u00e8re. Nous allons \u00e9tudier les premiers tests et, bien s\u00fbr, nous vous partagerons nos premiers r\u00e9sultats dans les prochains mois.<\/p>\n\n\n\n

    Pour sa part, Google pr\u00e9voit d\u2019ouvrir la b\u00eata \u00e0 tous les annonceurs pour les \u00e9v\u00e9nements de fin d\u2019ann\u00e9e (Black Friday, f\u00eates de fin d\u2019ann\u00e9e), ce qui repr\u00e9sente une opportunit\u00e9 int\u00e9ressante pour les marques qui souhaitent toucher une audience qualifi\u00e9e et g\u00e9n\u00e9rer de la demande.<\/p>\n\n\n\n

    Si vous souhaitez en savoir plus sur Demand Gen ou sur les autres formats publicitaires propos\u00e9s par Google, n\u2019h\u00e9sitez pas \u00e0 nous contacter !<\/p>\n","protected":false},"excerpt":{"rendered":"

    D\u00e9couvrez le nouveau format publicitaire de Google : Demand Gen. Ce format social multi-inventaire boost\u00e9 \u00e0 l’IA vise \u00e0 g\u00e9n\u00e9rer des demandes pour les annonceurs, en s’appuyant sur le succ\u00e8s de Shorts et les meilleures pratiques du social media. Lisez notre court article pour en savoir plus sur ses fonctionnalit\u00e9s cl\u00e9s et son impact sur le haut\/milieu de funnel.<\/p>\n","protected":false},"author":1,"featured_media":14295,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-14289","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"yoast_head":"\nDemand Gen : le format social incontournable de Google - Keyade<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez Demand Gen : le nouveau format publicitaire de Google qui r\u00e9volutionne le haut et milieu de funnel.\" \/>\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\/google-demand-gen-nouveau-format-publicitaire\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Demand Gen : le format social incontournable de Google - 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