{"id":5969,"date":"2018-11-15T10:49:50","date_gmt":"2018-11-15T09:49:50","guid":{"rendered":"https:\/\/www.keyade.com\/?p=5969"},"modified":"2019-08-01T12:48:23","modified_gmt":"2019-08-01T11:48:23","slug":"google-shopping-flux-produits","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/google-shopping-flux-produits\/","title":{"rendered":"Google Shopping &#038; flux produits : comment g\u00e9rer un catalogue de 3,5 millions de r\u00e9f\u00e9rences en SEA"},"content":{"rendered":"\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"227\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Grand_prix_du_search-1024x227.png\" alt=\"Shopping-Flux\" class=\"wp-image-6005\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Grand_prix_du_search-1024x227.png 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Grand_prix_du_search-300x66.png 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Grand_prix_du_search-768x170.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Grand_prix_du_search-452x100.png 452w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Grand_prix_du_search.png 1066w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"348\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/RDC_bandeau-1024x348.jpg\" alt=\"Shopping-Flux-2\" class=\"wp-image-5973\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/RDC_bandeau-1024x348.jpg 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/RDC_bandeau-300x102.jpg 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/RDC_bandeau-768x261.jpg 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/RDC_bandeau-294x100.jpg 294w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p style=\"color:#ffffff\" class=\"has-text-color\">SHOPPING FLUX<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"color: #808080;\"><strong>CONTEXTE<\/strong><\/span><\/h3>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"color: #42a8cc;\"><strong>Promouvoir efficacement un catalogue de 3,5 millions de produits<\/strong><\/span><\/h2>\n\n\n\n<p>Pure-player Internet fond\u00e9 en 1999, Rue du Commerce est l\u2019un des pionniers du e-commerce en France. Aujourd\u2019hui l\u2019une des premi\u00e8res marketplaces fran\u00e7aises (plus de 900 partenaires), le site <a href=\"https:\/\/www.rueducommerce.fr\/\">Rue du Commerce<\/a> est visit\u00e9 par 4 millions d\u2019internautes par mois et propose une offre multi-sp\u00e9cialiste avec plus de 3,5 millions de produits.<\/p>\n\n\n\n<p>Pour Rue du Commerce, l\u2019acquisition en ligne est donc primordiale, et particuli\u00e8rement le SEA, qui permet de r\u00e9f\u00e9rencer directement le catalogue produits sur les moteurs de recherche.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"color: #808080;\"><strong>DISPOSITIF<\/strong><\/span><\/h3>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"color: #42a8cc;\"><strong>Optimiser et exploiter le flux produits au maximum de son potentiel<\/strong><\/span><\/h2>\n\n\n\n<p>Keyade propose trois axes de d\u00e9veloppement pour exploiter efficacement le <a href=\"https:\/\/www.keyade.com\/techno-data\/flux\">flux <\/a>produits de Rue du Commerce\u00a0:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><h3 style=\"text-align: justify;\"><span style=\"color: #808080;\"><strong>Segmentation<\/strong><\/span><\/h3> Il s\u2019agit d\u2019identifier des \u2018clusters\u2019 de produits qui pr\u00e9sentent un comportement similaire. Keyade propose une segmentation selon deux crit\u00e8res&nbsp;: l\u2019<strong>univers produit<\/strong> (Rue du Commerce propose 20 \u00e0 25 univers produits) et le mode de distribution (les produits distribu\u00e9s en nom propre et par les partenaires pr\u00e9sentent des \u00e9carts de rentabilit\u00e9 significatifs).<\/li><\/ul>\n\n\n\n<p>A partir de cette segmentation, Keyade identifie 49 clusters de produits puis d\u00e9termine un objectif SEA pour chacun de ces clusters. Par la suite, 5 strat\u00e9gies d\u2019ench\u00e8res sont d\u00e9finies sur Google Shopping (correspondant \u00e0 5 objectifs de rentabilit\u00e9 diff\u00e9rents) puis chaque cluster de produits se voit attribuer l\u2019une de ces strat\u00e9gies d\u2019ench\u00e8res en fonction des objectifs d\u00e9finis pour celui-ci.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"208\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_1-1024x208.png\" alt=\"Shopping-flux-6\" class=\"wp-image-5993\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_1-1024x208.png 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_1-300x61.png 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_1-768x156.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_1-493x100.png 493w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_1.png 1247w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\"><li><h3 style=\"text-align: justify;\"><span style=\"color: #808080;\"><strong>Priorisation<\/strong><\/span><\/h3><\/li><\/ul>\n\n\n\n<p>Les outils d\u2019automatisation sont indispensables pour g\u00e9rer les campagnes Shopping d\u2019un catalogue de plus de 3,5 millions de produits. Toutefois, ces outils ne proposent qu\u2019une gestion bas\u00e9e sur les performances pass\u00e9es et n\u2019ont pas acc\u00e8s aux donn\u00e9es exog\u00e8nes qui impactent pourtant la demande (par exemple&nbsp;: l\u2019actualit\u00e9 produits, comme la sortie d\u2019un nouveau t\u00e9l\u00e9phone attendu sur le march\u00e9, ou des \u00e9v\u00e9nements promotionnels comme le Black Friday, les French Days, etc.) <span style=\"text-align: justify;\">Keyade utilise donc la labellisation pour attribuer des informations suppl\u00e9mentaires \u00e0 chaque \u00e9l\u00e9ment du catalogue produits. Particuli\u00e8rement, le label \u2018top-produits\u2019 permet de distinguer les produits les plus performants \u00e0 un moment donn\u00e9, et le label \u2018promotions\u2019 permet de distinguer les campagnes promotionnelles \u00e0 activer sur une p\u00e9riode donn\u00e9e uniquement.<\/span><br><span style=\"text-align: justify;\">Ces labels permettent non seulement de d\u00e9finir une \u2018priorit\u00e9 haute\u2019 d\u2019affichage sur les produits labellis\u00e9s, priorit\u00e9 associ\u00e9e \u00e0 des ench\u00e8res plus \u00e9lev\u00e9es qui \u00ab&nbsp;l\u2019emportent&nbsp;\u00bb par rapport \u00e0 la strat\u00e9gie de pilotage automatis\u00e9e standard.<\/span><br><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"731\" height=\"477\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_2.png\" alt=\"Shopping-Flux-5\" class=\"wp-image-5995\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_2.png 731w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_2-300x196.png 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_2-153x100.png 153w\" sizes=\"auto, (max-width: 731px) 100vw, 731px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\"><li><h3 style=\"text-align: justify;\"><span style=\"color: #808080;\"><strong>Innovation<\/strong><\/span><\/h3><\/li><\/ul>\n\n\n\n<p><span style=\"text-align: justify;\">Google propose une solution, DSA Page Feed, permettant aux annonceurs de faciliter la cr\u00e9ation de campagnes textuelles. Sur le principe, il s\u2019agit d\u2019uploader sur Google un fichier contenant toutes les URLs des pages produits \u00e0 r\u00e9f\u00e9rencer, et DSA Page Feed utilise les informations contenues dans ces URLs pour g\u00e9n\u00e9rer automatiquement des annonces textuelles SEA.<\/span><br><span style=\"text-align: justify;\">Keyade propose d\u2019aller plus loin. En effet, DSA Page Feed utilise en tant que flux produits un listing d\u2019URLs. Ce flux n\u2019est ni segment\u00e9, ni prioris\u00e9, et n&rsquo;est pas dynamique.<\/span><\/p>\n\n\n\n<p><span style=\"text-align: justify;\">L\u2019agence SEA propose donc d\u2019utiliser le flux produits de Rue du Commerce (\u00e9labor\u00e9 au cours des deux \u00e9tapes pr\u00e9c\u00e9dentes pour les campagnes sur Google Shopping) pour les campagnes SEA textuelles g\u00e9n\u00e9r\u00e9es par DSA Page Feed. Une id\u00e9e qui n\u00e9cessite un d\u00e9veloppement technique complexe, r\u00e9alis\u00e9 par l\u2019\u00e9quipe R&amp;D de Keyade.<\/span><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><span style=\"text-align: justify;\">DSA Page Feed uniquement&nbsp;:<\/span><br> <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"184\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_3-1-1024x184.png\" alt=\"Shopping-flux-3\" class=\"wp-image-6041\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_3-1-1024x184.png 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_3-1-300x54.png 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_3-1-768x138.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_3-1-558x100.png 558w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_3-1.png 1194w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><span style=\"text-align: justify;\">DSA Page Feed + Innovation Keyade&nbsp;:<\/span><br><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"183\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_4-1-1024x183.png\" alt=\"Shopping-Flux-4\" class=\"wp-image-6043\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_4-1-1024x183.png 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_4-1-300x54.png 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_4-1-768x137.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_4-1-561x100.png 561w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/11\/Rue_du_commerce_Google_Shopping_4-1.png 1194w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Ce dispositif permet d\u2019apporter aux campagnes SEA textuelles tous les avantages du flux produits cr\u00e9\u00e9s pour les campagnes Google Shopping. Rue du Commerce observe&nbsp;5% \u00e0 10% de trafic suppl\u00e9mentaire sur le SEA textuel avec une augmentation de 12% des conversions (par rapport aux campagnes Google Shopping). Enfin, le SEA textuel pr\u00e9sente d\u00e9sormais une rentabilit\u00e9 \u00e9quivalente aux campagnes Google Shopping.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>SHOPPING FLUX CONTEXTE Promouvoir efficacement un catalogue de 3,5 millions de produits Pure-player Internet fond\u00e9 en 1999, Rue du Commerce est l\u2019un des pionniers du e-commerce en France. Aujourd\u2019hui l\u2019une des premi\u00e8res marketplaces fran\u00e7aises (plus de 900 partenaires), le site Rue du Commerce est visit\u00e9 par 4 millions d\u2019internautes par mois et propose une offre [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5985,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89,133,295],"tags":[139,413,5,147],"class_list":["post-5969","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","category-sea","category-fil-actualite","tag-flux","tag-google-shopping","tag-sea","tag-shopping"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Shopping &amp; flux produits avec Rue du Commerce - Keyade<\/title>\n<meta name=\"description\" content=\"Google Shopping &amp; Flux produits : comment g\u00e9rer et promouvoir un catalogue de 3,5 millions de r\u00e9f\u00e9rences en SEA ? 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