{"id":5561,"date":"2018-10-02T10:12:38","date_gmt":"2018-10-02T09:12:38","guid":{"rendered":"https:\/\/www.keyade.com\/?p=5561"},"modified":"2021-02-24T10:41:07","modified_gmt":"2021-02-24T09:41:07","slug":"css-la-redoute","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/css-la-redoute\/","title":{"rendered":"Changement de CSS : un levier de croissance pour La Redoute"},"content":{"rendered":"\n\n\n<h2 class=\"wp-block-heading\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/09\/La-redoute-bandeau.jpg\" alt=\"CSS Google shopping Etude de cas Castorama\" width=\"2414\" height=\"820\"><\/h2>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Google ouvre la concurrence aux CSS tiers<\/strong><\/h2>\n\n\n\n<p>En juillet 2018, Google ouvre \u00e0 la concurrence son service de comparaison des prix en ligne. D\u00e8s lors, les e-commer\u00e7ants qui utilisaient Google Shopping, le service de comparaison des prix (comparaison shopping services &#8211; CSS) de Google peuvent choisir de r\u00e9f\u00e9rencer leurs produits sur Google en utilisant un CSS tiers.<\/p>\n\n\n\n<p>Sur le papier, l\u2019utilisation d\u2019un CSS tiers est avantageuse pour un annonceur. D\u2019une part parce que Google propose d\u2019importants programmes d\u2019<em>incentives<\/em> pour l\u2019utilisation d\u2019un CSS tiers, d\u2019autre part parce que ce nouveau CSS peut proposer un mod\u00e8le plus \u00e9conomique que Google Shopping, qui se r\u00e9mun\u00e8re&nbsp;\u00e0 hauteur de 20% du co\u00fbt par clic.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Aller chercher la croissance sur les campagnes Shopping<\/strong><\/h2>\n\n\n\n<p>Pour <a href=\"https:\/\/www.laredoute.fr\/\">La Redoute<\/a>, acteur majeur du e-commerce en France (9 millions de visiteurs uniques par mois sur le site et pr\u00e8s de 80% du chiffre d\u2019affaires r\u00e9alis\u00e9 sur Internet), les campagnes SEA Shopping tiennent une place essentielle dans la strat\u00e9gie web-marketing pour r\u00e9f\u00e9rencer les plus de 1 million de produits du catalogue de la marque.<\/p>\n\n\n\n<p>En outre, le secteur du retail a vu la concurrence se densifier depuis fin 2017 (stagnation du volume de requ\u00eates, acteurs toujours plus nombreux et actifs, grand retour d\u2019Amazon sur les campagnes Shopping au Q2 2017). Pour La Redoute, l\u2019utilisation d\u2019un CSS tiers est donc pleine de promesses puisqu\u2019une \u00e9conomie sur les co\u00fbts permettrait, \u00e0 investissements \u00e9quivalents, d\u2019augmenter sa visibilit\u00e9 sur les requ\u00eates concernant ses produits donc de g\u00e9n\u00e9rer plus de trafic (qualifi\u00e9&nbsp;!) sur son site et, in fine, d\u2019aller chercher de la croissance gr\u00e2ce aux campagnes Shopping.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Le CSS Keyade : plus loin que la technologie, la m\u00e9thodologie !<\/strong><\/h2>\n\n\n\n<p>S\u2019appuyant sur son \u00e9quipe R&amp;D, Keyade d\u00e9veloppe sa propre<a href=\"https:\/\/www.keyade.com\/css-keyade-deja-des-centaines-de-milliers-deuros-economises-pour-nos-clients\"> technologie de comparaison des prix<\/a> et, en trois semaines, met \u00e0 la disposition de La Redoute un CSS certifi\u00e9 Google Partners. Mais le travail ne s\u2019arr\u00eate pas \u00e0 d\u00e9brancher un \u00ab&nbsp;tuyau CSS&nbsp;\u00bb pour en rebrancher un autre. Pour migrer des campagnes aux param\u00e9trages aussi complexes, il est n\u00e9cessaire de prendre certaines pr\u00e9cautions pour pr\u00e9venir tout comportement inattendu et assurer le maintien de la performance.<\/p>\n\n\n\n<p>Keyade propose donc \u00e0 La Redoute de mettre en place un protocole de test destin\u00e9 \u00e0 garantir l\u2019atteinte de la promesse d\u2019\u00e9conomie. Keyade s\u2019assure notamment de la coh\u00e9rence de l\u2019environnement de test&nbsp;(uniformit\u00e9 du p\u00e9rim\u00e8tre des campagnes, stabilit\u00e9 du flux, crit\u00e8res de diffusion, ench\u00e8res, budget\u2026) et contr\u00f4le l\u2019impact de cette migration sur les campagnes automatis\u00e9es (car les gaps d\u2019ench\u00e8res ou d\u2019objectifs sont encore mal anticip\u00e9s par les outils d\u2019automatisation lors d\u2019un changement de strat\u00e9gie sur les campagnes automatis\u00e9es).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>+24% de rentabilit\u00e9 dans un univers extr\u00eamement<\/strong> <strong>concurrentiel<\/strong><\/h2>\n\n\n\n<p>Au bout d\u2019un mois de test, la promesse d\u2019\u00e9conomie sur les co\u00fbts est tenue, les CPC ont diminu\u00e9 de 20% tout en entra\u00eenant une diminution drastique de la part de voix perdue par le classement (lorsque l\u2019ench\u00e8re n\u2019est pas assez \u00e9lev\u00e9e pour d\u00e9clencher l\u2019affichage). Outre ce KPI cl\u00e9 pour La Redoute, la rentabilit\u00e9 est am\u00e9lior\u00e9e de 24%.<\/p>\n\n\n\n<p>Pour La Redoute, l\u2019utilisation du <a href=\"https:\/\/www.keyade.com\/css-keyade-deja-des-centaines-de-milliers-deuros-economises-pour-nos-clients\">CSS Shopping Keyade<\/a> et la solidit\u00e9 du protocole de test de l\u2019agence ont donc permis de r\u00e9ussir le pari d\u2019aller chercher de la croissance sur les campagnes Shopping dans un univers extr\u00eamement concurrentiel.<\/p>\n\n\n\n<p>Sarah Alves Jorge, Responsable Trafic chez La Redoute partage sa satisfaction&nbsp;: <em>\u00ab&nbsp;Le choix de basculer nos campagnes Google Shopping sur le CSS de Keyade a \u00e9t\u00e9 gagnant. Nous avons pu constater une am\u00e9lioration significative de la productivit\u00e9 de nos investissements gr\u00e2ce \u00e0 une baisse de notre co\u00fbt du trafic et un renforcement de notre positionnement. Nous sommes tr\u00e8s satisfaits de l\u2019agilit\u00e9 dont a fait preuve Keyade, qui a su r\u00e9agir rapidement face aux \u00e9volutions du march\u00e9 et en tirer profit dans l\u2019int\u00e9r\u00eat de ses clients. \u00bb<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google ouvre la concurrence aux CSS tiers En juillet 2018, Google ouvre \u00e0 la concurrence son service de comparaison des prix en ligne. D\u00e8s lors, les e-commer\u00e7ants qui utilisaient Google Shopping, le service de comparaison des prix (comparaison shopping services &#8211; CSS) de Google peuvent choisir de r\u00e9f\u00e9rencer leurs produits sur Google en utilisant un [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5563,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89,295],"tags":[401,113,413,5,147],"class_list":["post-5561","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","category-fil-actualite","tag-css","tag-google","tag-google-shopping","tag-sea","tag-shopping"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>CSS Keyade pour La Redoute : levier de croissance | Keyade<\/title>\n<meta name=\"description\" content=\"Les e-commer\u00e7ants qui utilisaient le 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