{"id":6407,"date":"2019-01-22T16:57:53","date_gmt":"2019-01-22T15:57:53","guid":{"rendered":"https:\/\/www.keyade.com\/?p=6407"},"modified":"2019-08-01T12:36:03","modified_gmt":"2019-08-01T11:36:03","slug":"campagnes-shopping","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/campagnes-shopping\/","title":{"rendered":"CSS Google Partners by Keyade : quid de la promesse \u00e9conomique 3 mois apr\u00e8s ?"},"content":{"rendered":"\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"348\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/01\/Bandeau-ArticleCSS-3-1024x348.jpg\" alt=\"\" class=\"wp-image-6515\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/01\/Bandeau-ArticleCSS-3-1024x348.jpg 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/01\/Bandeau-ArticleCSS-3-300x102.jpg 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/01\/Bandeau-ArticleCSS-3-768x261.jpg 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/01\/Bandeau-ArticleCSS-3-294x100.jpg 294w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Et\u00e9 2018&nbsp;:\n\u00e9mergence de nouveaux CSS (comparison shopping services)<\/strong><\/h2>\n\n\n\n<p>Juillet 2018&nbsp;: Google ouvre \u00e0 la concurrence son\nservice de comparaison des prix en ligne. Pour r\u00e9f\u00e9rencer leur catalogue-produits\nsur Google, les e-commer\u00e7ants peuvent donc choisir d\u2019utiliser Google Shopping\nou une solution CSS tierce, la seconde \u00e9tant en principe plus \u00e9conomique (puisque\nvia Google Shopping, Google se r\u00e9mun\u00e8re \u00e0 hauteur de 20% du co\u00fbt par clic).<\/p>\n\n\n\n<p>Ao\u00fbt 2018\u00a0: Keyade lance sa propre <a href=\"https:\/\/www.keyade.com\/css-keyade-deja-des-centaines-de-milliers-deuros-economises-pour-nos-clients\">solution CSS<\/a>, ouverte \u00e0 tous les annonceurs, avec une promesse\u00a0: d\u00e9ployer une m\u00e9thodologie de migration, de tests et de gestion des comptes qui permette <em>effectivement<\/em> aux annonceurs de b\u00e9n\u00e9ficier de l\u2019avantage \u00e9conomique promis par la th\u00e9orie.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Les campagnes\nShopping, primordiales pour les e-commer\u00e7ants<\/strong><\/h2>\n\n\n\n<p>Pour un annonceur acteur majeur de l\u2019am\u00e9lioration de la maison en France (52 millions de clients par an) les campagnes Shopping sont essentielles pour r\u00e9f\u00e9rencer le catalogue-produits de pr\u00e8s de 20&nbsp;000 r\u00e9f\u00e9rences. Mi-septembre 2018, l&rsquo;enseigne teste la migration de plusieurs de ses campagnes Shopping sur le CSS Keyade, avec d\u2019\u00e9minents r\u00e9sultats. Cons\u00e9quemment, l&rsquo;ensemble des campagnes Shopping sont migr\u00e9es sur le CSS Keyade avant la fin du mois d\u2019octobre 2018.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>CSS Keyade&nbsp;: les\npromesses sont-elles tenues dans le temps&nbsp;?<\/strong><\/h2>\n\n\n\n<p>William Martret, Consultant SEA et Flux chez Keyade&nbsp;rappelle le r\u00e9sultat des premiers tests <em>: \u00ab&nbsp;Une semaine apr\u00e8s la migration des campagnes Shopping test sur le CSS Keyade (et gr\u00e2ce au rigoureux protocole de test que nous avons suivi&nbsp;!), nous observions une baisse du co\u00fbt par clic moyen de 23% associ\u00e9e \u00e0 une augmentation des impressions de 17% et une hausse du trafic de 24%. Le tout pour un investissement en l\u00e9g\u00e8re baisse (-5%). Le CSS Keyade tenait donc ses promesses initiales.&nbsp;\u00bb<\/em><\/p>\n\n\n\n<p>Toutefois, en octobre 2018 (date de la migration compl\u00e8te des campagnes Shopping de la marque), de nombreux e-commer\u00e7ants n\u2019avaient pas encore pris le \u2018virage CSS\u2019, conf\u00e9rant de fait un avantage comp\u00e9titif aux concurrents qui eux, b\u00e9n\u00e9ficiaient d\u2019une r\u00e9duction de co\u00fbts li\u00e9e \u00e0 l\u2019utilisation d\u2019un CSS tiers, et qui pouvaient donc \u2018allonger\u2019 le budget pour g\u00e9n\u00e9rer de la visibilit\u00e9 et du trafic suppl\u00e9mentaires.&nbsp;<\/p>\n\n\n\n<p>Trois mois apr\u00e8s, o\u00f9 en est-on des b\u00e9n\u00e9fices promis par\nl\u2019utilisation d\u2019un CSS tiers&nbsp;?<\/p>\n\n\n\n<p>William poursuit l\u2019analyse&nbsp;: <em>\u00ab&nbsp;Nous avons compar\u00e9 ces trois derniers mois \u00e0 une p\u00e9riode \u2018pr\u00e9-CSS\u2019 qui pr\u00e9sentait un volume d\u2019investissement \u00e9quivalent (variation de 0,5%) et avons observ\u00e9, sur la p\u00e9riode d\u2019utilisation du CSS Keyade,<strong> une augmentation de 31% du trafic pour une r\u00e9duction du co\u00fbt par clic moyen de 24%. Gr\u00e2ce \u00e0 l\u2019activation du CSS et la mise en place de diff\u00e9rentes strat\u00e9gies d\u2019optimisation (changement d\u2019objectifs et de mode de pilotage) nous avons r\u00e9ussi \u00e0 faire diminuer le co\u00fbt par clic moyen tout en gardant un trafic \u00e9quivalent voir sup\u00e9rieur et qualifi\u00e9.&nbsp;\u00bb<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Et\u00e9 2018&nbsp;: \u00e9mergence de nouveaux CSS (comparison shopping services) Juillet 2018&nbsp;: Google ouvre \u00e0 la concurrence son service de comparaison des prix en ligne. Pour r\u00e9f\u00e9rencer leur catalogue-produits sur Google, les e-commer\u00e7ants peuvent donc choisir d\u2019utiliser Google Shopping ou une solution CSS tierce, la seconde \u00e9tant en principe plus \u00e9conomique (puisque via Google Shopping, Google [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6513,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81,133,295],"tags":[431,401,433,413,5],"class_list":["post-6407","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lactu-digitale","category-sea","category-fil-actualite","tag-campagnes-shopping","tag-css","tag-css-google-partners","tag-google-shopping","tag-sea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La migration des campagnes Shopping sur le CSS Keyade | Keyade<\/title>\n<meta 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