{"id":6823,"date":"2019-03-18T09:48:52","date_gmt":"2019-03-18T08:48:52","guid":{"rendered":"https:\/\/www.keyade.com\/?p=6823"},"modified":"2019-03-20T13:50:26","modified_gmt":"2019-03-20T12:50:26","slug":"profiling-sea","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/profiling-sea\/","title":{"rendered":"Profiling SEA : le ciblage comportemental sur Search Ads 360"},"content":{"rendered":"\n
\"profiling<\/figure>\n\n\n\n

En\nmarketing digital, le \u2019profiling\u2019 consiste \u00e0 utiliser les donn\u00e9es\ncomportementales de clients pour identifier des profils de comportements d\u2019achat.<\/p>\n\n\n\n

En\nSEA, dans le cadre des strat\u00e9gies d\u2019audiences, le machine-learning de Google\npermet de d\u00e9duire les intentions des internautes \u00e0 partir de diff\u00e9rents signaux\ncomportementaux (recherches, navigation, r\u00e9action aux publicit\u00e9s, vid\u00e9os\nconsult\u00e9es). D\u00e8s lors, pourquoi ne pas appliquer ce machine-learning\ncomportemental directement sur les profils de vos clients ? Il serait\nainsi possible de cibler en SEA les internautes dont le comportement sur le web\nest semblable \u00e0 celui de vos top-acheteurs. <\/p>\n\n\n\n

La\nplateforme de gestion Search Ads 360 permet de d\u00e9ployer ce machine-learning\ncomportemental sur les visiteurs de votre site web.<\/p>\n\n\n\n

Comment faire ?<\/strong><\/h3>\n\n\n\n

Etape 1 : Classifier vos clients<\/strong><\/p>\n\n\n\n

D\u00e9finissez\ndes clusters de clients \u00e0 partir de l\u2019audience de votre site. Vous pouvez segmenter\nvos clients selon diff\u00e9rents objectifs marketing : clients les plus rentables,\nclients qui ont d\u00e9j\u00e0 un compte ou un contrat chez vous, clients qui pr\u00e9sentent\nun panier d\u2019achat sup\u00e9rieur \u00e0 un montant donn\u00e9, etc.<\/p>\n\n\n\n

A\nsavoir : cette segmentation par clusters n\u2019est possible qu\u2019\u00e0 partir des\ninformations collect\u00e9es sur vos visiteurs lorsqu\u2019ils effectuent une conversion\nsur votre site (page d\u2019achat, remplissage d\u2019un formulaire, etc.). Ces\ninformations sont collect\u00e9es via diff\u00e9rents tags (qui interviennent lors de la\nphase de ciblage sur SA 360), la mise en place d\u2019un trafficking complet et\nfiable est donc indispensable.<\/p>\n\n\n\n

Exemple\nde classification des clients en fonction du crit\u00e8re de rentabilit\u00e9 :<\/p>\n\n\n\n

  • Cluster\nTOP : clients tr\u00e8s rentables. (tags : 1er<\/sup> achat, CSP++, Paris)<\/li>
  • Cluster\nMIDDLE : clients rentables. (tags : CSP+, r\u00e9gion parisienne + r\u00e9gion\nlyonnaise)<\/li>
  • Cluster\nLOW : clients non rentables. (tags : d\u00e9j\u00e0 client, CSP-)<\/li><\/ul>\n\n\n\n

    Etape 2 : Nourrir le machine-learning SA 360<\/strong><\/p>\n\n\n\n

    Une fois vos clusters de profils d\u00e9finis, renseignez-les dans SA 360 puis laissez les algorithmes apprendre des comportements de vos cibles (1 mois environ).<\/p>\n\n\n\n

    Etape 3 : D\u00e9finir une strat\u00e9gie d\u2019ench\u00e8res pour chaque cluster<\/strong><\/p>\n\n\n\n

    D\u00e9sormais,\nSA 360 peut reconna\u00eetre par leur comportement de navigation, les internautes\nqui ressemblent aux diff\u00e9rents profils clients que vous avez d\u00e9finis.<\/p>\n\n\n\n

    Vous\npouvez ainsi appliquer diff\u00e9rentes strat\u00e9gies d\u2019ench\u00e8res \u00e0 ces clusters. <\/p>\n\n\n\n

    Par exemple : vous pouvez choisir de booster les ench\u00e8res de 20% sur les top-profils, ne pas agir sur le cluster \u2018middle\u2019, et baisser les ench\u00e8res de 20% sur le cluster \u2018low\u2019 :<\/p>\n\n\n\n

    \"Profiling-sea\"<\/figure>\n\n\n\n

    R\u00e9sultats et enseignements <\/strong><\/h3>\n\n\n\n

    Sarah\nCarpentier et Andr\u00e9 Wadleich sont consultants SEA chez Keyade et ont travaill\u00e9\nsur diff\u00e9rentes strat\u00e9gies de profiling SEA.<\/p>\n\n\n\n

    Sarah\nsouligne : \u00ab Le \u2018profiling\u2019 est une approche qui n\u00e9cessite de trouver\nun bon \u00e9quilibre entre les budgets SEA, le volume et la valeur des ventes. Je\nrecommande notamment de d\u00e9finir des clusters clients sensiblement \u00e9quivalents\nen termes de volumes afin de ne pas disproportionner les actions. Par exemple,\nsi vous diminuez les ench\u00e8res sur le cluster clients \u2018low\u2019 mais que celui-ci\nrepr\u00e9sente 60% de vos profils clients, vous pouvez vous attendre \u00e0 une baisse\nde trafic et du volume de ventes. \u00bb<\/p>\n\n\n\n

    Andr\u00e9\nrench\u00e9rit : \u00ab Une fois que vous avez trouv\u00e9 le mix id\u00e9al, il est\nn\u00e9cessaire de contr\u00f4ler et re-d\u00e9finir r\u00e9guli\u00e8rement vos clusters clients, afin\nque votre strat\u00e9gie de profiling reste corr\u00e9l\u00e9e \u00e0 la r\u00e9alit\u00e9 du business \u00bb.<\/p>\n","protected":false},"excerpt":{"rendered":"

    En marketing digital, le \u2019profiling\u2019 consiste \u00e0 utiliser les donn\u00e9es comportementales de clients pour identifier des profils de comportements d\u2019achat. En SEA, dans le cadre des strat\u00e9gies d\u2019audiences, le machine-learning de Google permet de d\u00e9duire les intentions des internautes \u00e0 partir de diff\u00e9rents signaux comportementaux (recherches, navigation, r\u00e9action aux publicit\u00e9s, vid\u00e9os consult\u00e9es). D\u00e8s lors, pourquoi […]<\/p>\n","protected":false},"author":1,"featured_media":6831,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81,133,295],"tags":[313,463,5],"class_list":["post-6823","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lactu-digitale","category-sea","category-fil-actualite","tag-audiences","tag-profiling","tag-sea"],"yoast_head":"\nProfiling SEA : le ciblage comportemental sur Search Ads 360 - Keyade<\/title>\n<meta name=\"description\" content=\"En marketing digital, le \u2019profiling\u2019 consiste \u00e0 utiliser les donn\u00e9es comportementales de clients pour identifier des profils de comportements d\u2019achat.\" \/>\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\/profiling-sea\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Profiling SEA : le ciblage comportemental sur Search Ads 360 - 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