{"id":7099,"date":"2019-06-19T13:01:13","date_gmt":"2019-06-19T12:01:13","guid":{"rendered":"https:\/\/www.keyade.com\/?p=7099"},"modified":"2019-08-01T16:35:53","modified_gmt":"2019-08-01T15:35:53","slug":"google-local-campaigns","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/google-local-campaigns\/","title":{"rendered":"Google Local Campaigns : nos premiers retours !"},"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\/06\/campagnes_locales-1024x348.jpg\" alt=\"Local campaigns\" class=\"wp-image-7101\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/06\/campagnes_locales-1024x348.jpg 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/06\/campagnes_locales-300x102.jpg 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/06\/campagnes_locales-768x261.jpg 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/06\/campagnes_locales-294x100.jpg 294w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>En\n2019, on parle plus que jamais du Drive-to-Store. R\u00e9cemment, Google Ads a\nacc\u00e9l\u00e9r\u00e9 sur le volet \u2018local\u2019 de la publicit\u00e9 et a lanc\u00e9 les Local Campaigns,\nle premier format publicitaire enti\u00e8rement con\u00e7u pour g\u00e9n\u00e9rer du trafic en\nmagasin. Ces campagnes automatis\u00e9es permettent d\u2019ajuster vos ench\u00e8res afin de\nmaximiser les visites en magasin. <\/p>\n\n\n\n<p>Concr\u00e8tement, les Local Campaigns permettent d\u2019optimiser l\u2019indicateur <a href=\"https:\/\/www.keyade.com\/drive-to-store-google-store-visits\">Store Visits<\/a>, un indicateur qui mesure le nombre de visites en magasin g\u00e9n\u00e9r\u00e9es par les campagnes SEA et qui permet donc d\u2019estimer l\u2019impact du SEA sur le parcours d\u2019achat global de vos consommateurs. <\/p>\n\n\n\n<p>Comment\n\u00e7a marche&nbsp;? Les Local Ads sont diffus\u00e9es automatiquement sur l\u2019ensemble\ndes r\u00e9seaux Google confondus (R\u00e9seaux de Recherche et Display, Google Maps et YouTube).\nLes annonces incluent plusieurs images et vid\u00e9os mettant en avant les magasins\net une URL. Vos campagnes \u00e9tant \u00e9galement diffus\u00e9es sur YouTube, Google conseille\nde cr\u00e9er une vid\u00e9o pour chaque magasin.<\/p>\n\n\n\n<p>Chez Keyade,\nnous avons test\u00e9 les premi\u00e8res Local Ads avec deux de nos annonceurs&nbsp;du\nsecteur retail en priorisant les nouveaux visiteurs.<\/p>\n\n\n\n<p>Dans le premier\ncas, le nombre de \u2018Store Visits\u2019 a \u00e9t\u00e9 multipli\u00e9 par 2,2 en moyenne depuis le\nlancement des campagnes. Pour le second annonceur, la mise en place des Google Local\nCampaigns a permis de multiplier par 6 les visites en magasin&nbsp;! Par\nrapport aux campagnes drive-to-store dites classiques (c\u2019est-\u00e0-dire comprenant\ndes extensions de lieu), certaines campagnes locales pr\u00e9sentent un co\u00fbt par\nvisite en magasin divis\u00e9 par pr\u00e8s de 8.<\/p>\n\n\n\n<p>Julie Labre, Consultante SEA chez Keyade commente&nbsp;: \u00ab&nbsp;<em>Les Local Campaigns permettent d\u2019obtenir des r\u00e9sultats tr\u00e8s int\u00e9ressants en termes de \u2018Store Visits\u2019. Pour moi la seule limite est op\u00e9rationnelle car les rapports de Google ne permettent pas de conna\u00eetre les termes de recherche utilis\u00e9s, ni d\u2019isoler les performances par r\u00e9seau, freinant ainsi l\u2019analyse des performances et les ajustements qui en d\u00e9coulent.<\/em>&nbsp;\u00bb<\/p>\n\n\n\n<p>Google Local Campaigns est accessible aux annonceurs poss\u00e9dant au minimum 10 magasins et la mise en place de ce nouveau format est soumise \u00e0 un ticket d\u2019entr\u00e9e de 900\u20ac par jour sur une dur\u00e9e de 30 jours, soit 27&nbsp;000\u20ac. Julie pr\u00e9cise&nbsp;:&nbsp;\u00ab&nbsp;<em>Etant donn\u00e9 que vous configurez le ciblage g\u00e9ographique au niveau campagne, je pr\u00e9conise de cr\u00e9er une campagne locale par magasin afin de personnaliser l\u2019URL. Si vous n\u2019avez pas de pages magasin, vous pouvez utiliser une URL Store Locator qui r\u00e9pertorie l\u2019ensemble de vos magasins sur la m\u00eame page<\/em>. \u00bb<\/p>\n\n\n\n<p>Les Local Campaigns sont \u00e9galement adapt\u00e9es pour r\u00e9pondre aux probl\u00e9matiques drive-to-store des marques pendant des temps forts tels que&nbsp;les ventes priv\u00e9es, le lancement d\u2019une nouvelle collection, etc. \u00c7a tombe bien, c\u2019est bient\u00f4t le d\u00e9but des soldes\u2026<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En 2019, on parle plus que jamais du Drive-to-Store. R\u00e9cemment, Google Ads a acc\u00e9l\u00e9r\u00e9 sur le volet \u2018local\u2019 de la publicit\u00e9 et a lanc\u00e9 les Local Campaigns, le premier format publicitaire enti\u00e8rement con\u00e7u pour g\u00e9n\u00e9rer du trafic en magasin. Ces campagnes automatis\u00e9es permettent d\u2019ajuster vos ench\u00e8res afin de maximiser les visites en magasin. Concr\u00e8tement, les [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7103,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81,133,295],"tags":[423,477],"class_list":["post-7099","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lactu-digitale","category-sea","category-fil-actualite","tag-google-ads","tag-local-campaigns"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Local Campaigns : nos premiers retours | Keyade<\/title>\n<meta name=\"description\" content=\"R\u00e9cemment, Google Ads a lanc\u00e9 les Local Campaigns,le premier format publicitaire enti\u00e8rement con\u00e7u pour g\u00e9n\u00e9rer du trafic en magasin.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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