{"id":4771,"date":"2017-12-08T17:25:18","date_gmt":"2017-12-08T16:25:18","guid":{"rendered":"https:\/\/www.keyade.com\/agence\/?p=2759"},"modified":"2018-06-25T14:53:45","modified_gmt":"2018-06-25T13:53:45","slug":"etude-de-cas-campagnes-sea-pertinentes-marque-beneficie-dune-solide-presence-seo","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/etude-de-cas-campagnes-sea-pertinentes-marque-beneficie-dune-solide-presence-seo\/","title":{"rendered":"[ETUDE DE CAS] Pertinence du SEA quand la marque b\u00e9n\u00e9ficie d&rsquo;une solide pr\u00e9sence SEO"},"content":{"rendered":"<h2><span style=\"color: #00aae3;\">CONTEXTE<\/span><\/h2>\n<h3>Husqvarna, une marque reconnue sur son march\u00e9<\/h3>\n<p style=\"text-align: justify;\">Husqvarna offre aux professionnels des produits sp\u00e9cialis\u00e9s pour la for\u00eat, les parcs et les jardins\u00a0au travers d\u2019une large gamme de robots tondeuses, tron\u00e7onneuses, d\u00e9coupeuses et autres outils et accessoires.<\/p>\n<p style=\"text-align: justify;\">Le site internet de Husqvarna propose de l\u2019information sur les produits et permet de localiser le revendeur le plus proche. Les moteurs de recherche constituent ainsi un levier de visibilit\u00e9 en ligne important pour la marque, qui b\u00e9n\u00e9ficie d\u00e9j\u00e0 d\u2019une pr\u00e9sence en r\u00e9f\u00e9rencement naturel. Husqvarna active \u00e9galement des campagnes paid search en fil rouge mais les \u00e9quipes s\u2019interrogent\u00a0: <strong>est-il vraiment pertinent d\u2019investir en SEA quand les r\u00e9sultats du SEO pourraient a priori capter le trafic\u00a0?<\/strong><\/p>\n<h2><span style=\"color: #00aae3;\">ETUDE KEYADE<\/span><\/h2>\n<h3>Mesurer la r\u00e9elle valeur ajout\u00e9e du SEA par rapport au SEO<\/h3>\n<p style=\"text-align: justify;\">Dans Google AdWords, les performances du search sont indiqu\u00e9es en fonction de tous les r\u00e9sultats affich\u00e9s sur une requ\u00eate \u00e0 un instant donn\u00e9\u00a0: \u2018SEO+SEA\u2019 si les campagnes SEA sont activ\u00e9es, \u2018SEO\u2019 le reste du temps (le r\u00e9f\u00e9rencement naturel se d\u00e9clenchant en continu).<\/p>\n<p style=\"text-align: justify;\">Pour mesurer la valeur incr\u00e9mentale du paid search avec pr\u00e9cision, Keyade met en place un calendrier de diffusion des campagnes SEA dans lequel celles-ci sont alternativement activ\u00e9es puis d\u00e9sactiv\u00e9es sur des cr\u00e9neaux de 2h. Ce calendrier est mis en place sur 6 semaines, de fa\u00e7on \u00e0 pouvoir comparer les performances SEO et SEO+SEA sur chaque cr\u00e9neau de 2h de la semaine.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2761\" src=\"https:\/\/www.keyade.com\/agence\/wp-content\/uploads\/2017\/12\/2017-12-08_11h17_05.png\" alt=\"Etude-SEA-SEO-Keyade\" width=\"2123\" height=\"1069\" \/><\/p>\n<h2><span style=\"color: #00aae3;\">R\u00c9SULTATS<\/span><\/h2>\n<h3><strong>Forte augmentation du taux de clic SEO+SEA vs. taux de clic SEO<\/strong><\/h3>\n<p style=\"text-align: justify;\">A la fin des 6 semaines, les consultants Keyade proc\u00e8dent \u00e0 l\u2019analyse des r\u00e9sultats sur une dizaine de termes g\u00e9n\u00e9riques choisis parmi les top-requ\u00eates (les volumes de trafic et de conversion sont ainsi suffisamment significatifs pour que l\u2019\u00e9tude soit repr\u00e9sentative).<\/p>\n<p style=\"text-align: justify;\">Les r\u00e9sultats observ\u00e9s sont cumul\u00e9s pour les situations respectives \u2018SEO uniquement\u2019 et \u2018SEO avec activation SEA\u2019, puis le nombre de clics total de chaque situation est rapport\u00e9 au nombre de requ\u00eates d\u00e9clench\u00e9es sur les p\u00e9riodes correspondantes, pour obtenir le taux de clic. R\u00e9sultats\u00a0: le taux de clic pour le SEO+SEA est tr\u00e8s largement sup\u00e9rieur au taux de clic sur les annonces SEO uniquement (Husqvarna n\u2019a pas souhait\u00e9 communiquer sur les progressions).<\/p>\n<p style=\"text-align: justify;\">Khalid Tayouga, Consultant SEA chez Keyade\u00a0conclut\u00a0: \u00ab\u00a0Il est l\u00e9gitime pour une marque comme Husqvarna de s\u2019interroger sur la pertinence d\u2019activer le SEA alors que la marque est bien plac\u00e9e en SEO, mais le raisonnement peut souvent \u00eatre pris \u00e0 l\u2019envers. Les annonceurs imaginent souvent qu\u2019en d\u00e9sactivant les campagnes SEA, la majeure partie du trafic se reporte naturellement sur les r\u00e9sultats SEO alors qu\u2019en r\u00e9alit\u00e9 le SEA apporte un trafic incr\u00e9mental non n\u00e9gligeable, comme le montre bien cette \u00e9tude. \u00bb<\/p>\n<p style=\"text-align: justify;\"><em>Jean-R\u00e9mi Bonjour, Digital Marketing Manager Europe chez Husqvarna ajoute\u00a0: \u00ab\u00a0Nous avons appr\u00e9ci\u00e9 la disponibilit\u00e9 et la p\u00e9dagogie des consultants Keyade pour mettre en place une \u00e9tude pertinente et objective. Celle-ci nous a apport\u00e9 un grand enseignement pour \u00e9quilibrer notre mix investissement media et search marketing.\u00a0\u00bb<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>CONTEXTE Husqvarna, une marque reconnue sur son march\u00e9 Husqvarna offre aux professionnels des produits sp\u00e9cialis\u00e9s pour la for\u00eat, les parcs et les jardins\u00a0au travers d\u2019une large gamme de robots tondeuses, tron\u00e7onneuses, d\u00e9coupeuses et autres outils et accessoires. Le site internet de Husqvarna propose de l\u2019information sur les produits et permet de localiser le revendeur le [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4965,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89,295],"tags":[5,119,121],"class_list":["post-4771","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","category-fil-actualite","tag-sea","tag-seo","tag-test"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[ETUDE DE CAS] Pertinence du SEA quand la marque b\u00e9n\u00e9ficie d&#039;une solide pr\u00e9sence SEO - Keyade<\/title>\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\/etude-de-cas-campagnes-sea-pertinentes-marque-beneficie-dune-solide-presence-seo\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[ETUDE DE CAS] Pertinence du SEA quand la marque b\u00e9n\u00e9ficie d&#039;une solide pr\u00e9sence SEO - Keyade\" \/>\n<meta property=\"og:description\" content=\"CONTEXTE Husqvarna, une marque reconnue sur son march\u00e9 Husqvarna offre aux professionnels des produits sp\u00e9cialis\u00e9s pour la for\u00eat, les parcs et les jardins\u00a0au travers d\u2019une large gamme de robots tondeuses, tron\u00e7onneuses, d\u00e9coupeuses et autres outils et accessoires. 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