{"id":14897,"date":"2023-11-22T16:31:24","date_gmt":"2023-11-22T14:31:24","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=14897"},"modified":"2023-11-27T12:50:37","modified_gmt":"2023-11-27T10:50:37","slug":"test-demand-gen","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/test-demand-gen\/","title":{"rendered":"Demand Gen\u00a0: test\u00e9 et approuv\u00e9"},"content":{"rendered":"\n<p><strong>En octobre, Google Ads a officiellement lanc\u00e9 son nouveau format publicitaire boost\u00e9 \u00e0 l\u2019IA&nbsp;: Demand Gen. Certifi\u00e9s Google Test &amp; Experiment, nous avons pu le tester en primeur d\u00e8s cet \u00e9t\u00e9. Voici nos premi\u00e8res conclusions apr\u00e8s quelques mois d\u2019activation chez nos clients.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"690\" height=\"388\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/11\/test-demand-gen.png\" alt=\"Test demand gen\" class=\"wp-image-14901\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Demand Gen&nbsp;: du Social dans votre Search<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.keyade.com\/fr\/blog\/google-demand-gen-nouveau-format-publicitaire\/\">Comme nous vous le pr\u00e9sentions cet \u00e9t\u00e9<\/a>, Demand Gen est un format multi-inventaire qui diffuse vos annonces sur YouTube, Discover et Gmail. Boost\u00e9 \u00e0 l\u2019IA, il a pour but de toucher le haut et le milieu de funnel, ainsi que de g\u00e9n\u00e9rer le maximum de demandes pour les annonceurs via un nouveau dispositif. Celles-ci pourront ensuite \u00eatre captur\u00e9es par vos autres campagnes, du type Texte, Performance Max&#8230;.<\/p>\n\n\n\n<p>Pens\u00e9 comme un format publicitaire qui se rapproche du social (\u00e0 destination premi\u00e8re de YouTube, mais pas exclusivement), il propose des fonctionnalit\u00e9s sp\u00e9cifiques \u00e0 Demand Gen, bien que d\u00e9j\u00e0 connues du Social Media pour certaines&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>audience Lookalike<\/strong> qui permet de cibler des segments d\u2019audience similaires aux siennes, \u00e0 partir de donn\u00e9es first party, en d\u00e9finissant un niveau de similarit\u00e9 gradu\u00e9e (2,5 %, 5 % ou 10&nbsp;%)&nbsp;;<\/li>\n\n\n\n<li><strong>trois strat\u00e9gies d\u2019ench\u00e8res<\/strong>&nbsp;: maximiser le trafic, les conversions ou la valeur de conversion&nbsp;;<\/li>\n\n\n\n<li><strong>mesures d\u2019efficacit\u00e9 du format<\/strong>, telles que le brand lift, le search lift et le conversion lift&nbsp;;<\/li>\n\n\n\n<li><strong>format en carrousel<\/strong> qui reprend les codes des annonces qu\u2019on peut voir sur le Social Media.<\/li>\n<\/ul>\n\n\n\n<p>Bon \u00e0 savoir, \u00e0 l\u2019instar de Performance Max, Demand Gen ne cr\u00e9e pas de vid\u00e9os automatiquement \u00e0 partir d\u2019assets statiques. En cas d\u2019absence de vid\u00e9o, aucune annonce ne sera diffus\u00e9e sur YouTube, contrairement \u00e0 Performance Max. Cela vous assure un contr\u00f4le sur votre image de marque et permet de ne diffuser que sur Discover et Gmail, comme le ferait un Discovery \u2013 format qui dispara\u00eet en janvier 2024.<\/p>\n\n\n\n<p>En outre, Demand Gen permet de cibler et d\u2019exclure des audiences pr\u00e9cises, ce que ne permet pas un Performance Max.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Demand Gen&nbsp;: g\u00e9nial ou pas&nbsp;?<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"290\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/11\/demand-gen-resultats-1200x290.png\" alt=\"R\u00e9sultats Demand Gen\" class=\"wp-image-14905\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/11\/demand-gen-resultats-1200x290.png 1200w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/11\/demand-gen-resultats-900x217.png 900w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/11\/demand-gen-resultats-768x185.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/11\/demand-gen-resultats-1536x371.png 1536w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/11\/demand-gen-resultats-2048x495.png 2048w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Nous avons test\u00e9 le format et les trois types de pilotages sur une quinzaine d\u2019annonceurs, dans le secteur du pr\u00eat-\u00e0-porter, de la beaut\u00e9, de l\u2019alimentaire et de l\u2019assurance, sur des marques plut\u00f4t pionni\u00e8res en termes d\u2019innovation. Demand Gen s\u2019est pr\u00e9sent\u00e9 comme un format id\u00e9al pour pr\u00e9empter de nouvelles audiences et accro\u00eetre la visibilit\u00e9 des produits et des annonceurs aupr\u00e8s d\u2019une audience qualitative.<\/p>\n\n\n\n<p>Nous en sommes encore \u00e0 tirer les premiers enseignements de ce format novateur, mais nous pouvons d\u00e9j\u00e0 vous partager nos premiers retours d\u2019exp\u00e9rience.<\/p>\n\n\n\n<p>La premi\u00e8re chose \u00e0 noter est que, dans la majorit\u00e9 des cas, <strong>il est impossible, voire contre-productif, de comparer Demand Gen et Discovery<\/strong>. En effet, <strong>sur ce format plut\u00f4t social et haut de funnel, il ne faut pas raisonner en CPC ou conversions, mais en engagement (compl\u00e9tion de vid\u00e9o, action, etc.)<\/strong>. Cela explique qu\u2019un CPC de Demand Gen 3,5 fois plus \u00e9lev\u00e9 que l\u2019inventaire Discovery n\u2019est pas une mauvaise nouvelle. Cela signifie que Demand Gen a \u00e9t\u00e9 chercher de l\u2019engagement que l\u2019on ne comptabilise pas en clics mais en it\u00e9rations, qui permet ainsi d\u2019inclure les interactions avec les vid\u00e9os. Cela \u00e9tant dit, <strong>si l\u2019on n\u2019active pas la vid\u00e9o, Demand Gen fonctionne exactement comme le format Discovery, mais avec les fonctionnalit\u00e9s sp\u00e9cifiques de Demand Gen<\/strong>. Et dans ce cas, nos premiers tests d\u00e9montrent des taux de conversion en post-view \u00e0 12 % sur Demand Gen, contre 10 % en inventaire Discovery.<\/p>\n\n\n\n<p>La seconde chose \u00e0 noter est que <strong>ce format fait sauter les silos<\/strong>. En interne \u00e0 l\u2019agence, bien s\u00fbr, o\u00f9 les \u00e9quipes Search doivent apprendre \u00e0 raisonner en \u00ab\u00a0Social\u00a0\u00bb, mais aussi chez les annonceurs. Les \u00e9quipes Brand et Performance, bien souvent s\u00e9par\u00e9es, doivent apprendre \u00e0 travailler ensemble. Chez un de nos annonceurs, la synergie entre le brand et la performance s\u2019est bien pass\u00e9e, permettant \u00e0 chaque \u00e9quipe de d\u00e9couvrir la brandformance, la possibilit\u00e9 de piloter le branding \u00e0 la performance. En outre, les r\u00e9sultats \u00e9taient pr\u00e9sents, puisque cette campagne a permis de g\u00e9n\u00e9rer de la performance : +100 % de store visit, ce qui est tr\u00e8s positif pour la marque et son image, et +8% d&rsquo;incr\u00e9ment par rapport aux utilisateurs n&rsquo;ayant pas vu les annonces. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"973\" height=\"1093\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/11\/demand-gen-flux.png\" alt=\"Demand Gen Flux\" class=\"wp-image-14907\" style=\"width:300px\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/11\/demand-gen-flux.png 973w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/11\/demand-gen-flux-801x900.png 801w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/11\/demand-gen-flux-768x863.png 768w\" sizes=\"auto, (max-width: 973px) 100vw, 973px\" \/><\/figure>\n<\/div>\n\n\n<p><strong>Demand Gen peut s\u2019activer de deux mani\u00e8res diff\u00e9rentes<\/strong> :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Demand Gen \u00ab classique \u00bb sans flux<\/strong>, qui pousse des annonces en vid\u00e9o, illustr\u00e9es et carrousel&nbsp;et qui peut se piloter en maximiser les clics, les conversions ou la valeur de conversion&nbsp;;<\/li>\n\n\n\n<li><strong>Demand Gen avec Flux<\/strong>, qui alimente les annonces directement via le flux. Vous avez le choix de rajouter ou non des illustrations statiques ou vid\u00e9o. En revanche, vous ne pourrez pas la piloter avec la strat\u00e9gie maximiser les clics.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Demand Gen&nbsp;: attendre ou adopter&nbsp;?&nbsp;<\/h2>\n\n\n\n<p>\u00c0 quelques jours des f\u00eates de fin d\u2019ann\u00e9e, puis des soldes, p\u00e9riodes strat\u00e9giques pour la majorit\u00e9 des annonceurs, faut-il attendre avant d\u2019adopter Demand Gen&nbsp;? <strong>Non, bien au contraire.<\/strong> Tout d\u2019abord, fin 2023, <strong>le format Discovery s\u2019arr\u00eate<\/strong>&nbsp;: il n\u2019y a donc pas de temps \u00e0 perdre pour appr\u00e9hender ce nouveau format et en tester les sp\u00e9cificit\u00e9s propres. Ensuite, <strong>Demand Gen permet de mettre en place des campagnes de prospection, retargeting, avec une bonne ma\u00eetrise des audiences<\/strong> sans prendre de risque. En ce sens, Demand Gen permet de mettre en valeur toutes les offres promotionnelles.<\/p>\n\n\n\n<p>Alors, n&rsquo;h\u00e9sitez pas \u00e0 solliciter l&rsquo;aide de nos sp\u00e9cialistes pour en savoir plus sur Demand Gen et b\u00e9n\u00e9ficier de conseils avis\u00e9s pour optimiser vos campagnes publicitaires. Ils sont l\u00e0 pour vous accompagner dans cette nouvelle aventure.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez les premi\u00e8res conclusions sur le nouveau format publicitaire Demand Gen de Google Ads et son impact sur les annonceurs.<\/p>\n","protected":false},"author":1,"featured_media":14903,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-14897","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>Demand Gen\u00a0: test\u00e9 et approuv\u00e9 - Keyade<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez les premi\u00e8res conclusions sur le nouveau format publicitaire Demand Gen de Google Ads et son impact sur les annonceurs.\" \/>\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\/test-demand-gen\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Demand Gen\u00a0: test\u00e9 et approuv\u00e9 - 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