{"id":7409,"date":"2019-04-09T10:37:21","date_gmt":"2019-04-09T09:37:21","guid":{"rendered":"https:\/\/www.keyade.com\/?p=7409"},"modified":"2019-08-01T13:10:04","modified_gmt":"2019-08-01T12:10:04","slug":"synergies-sea-facebook-ads","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/synergies-sea-facebook-ads\/","title":{"rendered":"Les synergies SEA \/ Facebook Ads"},"content":{"rendered":"\n<p><strong>[VID\u00c9O]<\/strong> <strong>K-LEARNINGS #5<\/strong> | Dans un monde id\u00e9al, le parcours de conversion de l\u2019internaute s\u2019encha\u00eenerait logiquement entre les leviers SEA et Facebook. Mais dans les faits, ce parcours de conversion est multi-touches entre les leviers. Dans cette vid\u00e9o, nous vous pr\u00e9sentons les synergies SEA \/ Facebook Ads permettant de valoriser chaque touche du parcours utilisateur. <\/p>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"K-LEARNINGS #5 | Les synergies SEA \/ Facebook Ads\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/kUu8pZ-w9uI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link\" href=\"https:\/\/www.keyade.com\/k-learnings\">Retrouvez toutes nos vid\u00e9os !<\/a><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><em>La retranscription de la vid\u00e9o ci-dessous <\/em>!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les synergies SEA \/ Facebook Ads<\/h2>\n\n\n\n<p>On conna\u00eet tous la th\u00e9orie que les leviers \u2018push\u2019, comme Facebook Ads arrivent en amont du parcours de conversion, et que les leviers \u2018pull\u2019, comme le SEA arrivent ensuite. Mais dans la pratique, les internautes ont plut\u00f4t tendance \u00e0 multiplier les touches entre les leviers, de mani\u00e8re plus ou moins erratique d\u2019ailleurs.<\/p>\n\n\n\n<p>Travailler\nles synergies permet donc de\nmieux valoriser chacune\ndes touches du parcours de conversion. <\/p>\n\n\n\n<p>Concr\u00e8tement, il s\u2019agit d\u2019utiliser les donn\u00e9es des visiteurs de votre site obtenues depuis le SEA pour cr\u00e9er des audiences de ciblage sur Facebook, et inversement.<\/p>\n\n\n\n<p><strong>#1 | SEA vers Facebook Ads<\/strong><\/p>\n\n\n\n<p>Petit\npr\u00e9requis&nbsp;: il\nfaut que le pixel Facebook soit\nen place sur votre site. <\/p>\n\n\n\n<p>Gr\u00e2ce \u00e0 ce pixel, Facebook est capable de reconna\u00eetre les utilisateurs de son r\u00e9seau qui visitent votre site et gr\u00e2ce aux \u00e9l\u00e9ments contenus dans l\u2019URL d\u2019arriv\u00e9e, de savoir par quelle source ils sont arriv\u00e9s. <\/p>\n\n\n\n<p>Ensuite, dans Facebook Business Manager, la fonctionnalit\u00e9 \u2018URL contient\u2019 permet de recibler les utilisateurs qui ont d\u00e9j\u00e0 visit\u00e9 votre site en\ncliquant sur un lien SEA.<\/p>\n\n\n\n<p>Vous\npouvez donc construire des audiences pour&nbsp;plusieurs\nobjectifs&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Retargeter les utilisateurs et les inciter \u00e0 finaliser leur achat,<\/li><li>Exclure les utilisateurs qui ont d\u00e9j\u00e0 converti,<\/li><li>Elargir votre couverture en mettant en place des audiences similaires.<\/li><\/ul>\n\n\n\n<p><strong>#2 | Facebook Ads vers SEA<\/strong><\/p>\n\n\n\n<p>Cette fois, on part des internautes qui sont venus sur votre site via une publicit\u00e9 sur Facebook. <\/p>\n\n\n\n<p>La plateforme collecte diff\u00e9rentes donn\u00e9es sur les utilisateurs qui interagissent avec vos pubs&nbsp;: device, CSP, \u00e2ge, sexe, int\u00e9r\u00eats, etc. Avec ces donn\u00e9es, vous pouvez enrichir vos ciblages SEA au sein de vos campagnes Google Ads. Ici, la synergie n\u2019est donc pas directement li\u00e9e \u00e0 l\u2019utilisateur mais \u00e0 son profil.<strong> <\/strong><\/p>\n\n\n\n<p><strong>LE R\u00c9CAP&rsquo;<\/strong><\/p>\n\n\n\n<p>Au final, les synergies SEA \/ Facebook Ads permettent d\u2019obtenir des audiences plus qualifi\u00e9es et de faire baisser le co\u00fbt d\u2019acquisition d\u2019un nouveau client. La baisse du co\u00fbt d\u2019acquisition se constate surtout sur Facebook. Elle se combine g\u00e9n\u00e9ralement avec des volumes de trafic en forte augmentation.<\/p>\n\n\n\n<p>En SEA, on constate plus d\u2019effets lorsque l\u2019annonceur touche une large audience sur Facebook, parce que \u00e7a permet d\u2019avoir des analyses d\u2019audience plus repr\u00e9sentatives et qualifi\u00e9es. Vous pouvez donc mettre ces synergies en place dans un sens, dans l\u2019autre ou dans les deux. C\u2019est facile \u00e0 tester et vous pourrez observer l\u2019impact sur la performance de vos leviers en seulement quelques jours.<\/p>\n\n\n\n<p>+ voir l&rsquo;article &lsquo;<a href=\"https:\/\/www.keyade.com\/synergie-sea-smo\">Synergie SEA SMO : booster la publicit\u00e9 gr\u00e2ce \u00e0 la data SEA<\/a>&lsquo;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[VID\u00c9O] K-LEARNINGS #5 | Dans un monde id\u00e9al, le parcours de conversion de l\u2019internaute s\u2019encha\u00eenerait logiquement entre les leviers SEA et Facebook. Mais dans les faits, ce parcours de conversion est multi-touches entre les leviers. Dans cette vid\u00e9o, nous vous pr\u00e9sentons les synergies SEA \/ Facebook Ads permettant de valoriser chaque touche du parcours utilisateur. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7617,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[295,495],"tags":[429,5,185],"class_list":["post-7409","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fil-actualite","category-videos-k-learnings","tag-facebook-ads","tag-sea","tag-synergies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les synergies SEA \/ Facebook Ads - Keyade<\/title>\n<meta name=\"description\" content=\"Dans cette vid\u00e9o, nous vous pr\u00e9sentons les synergies SEA \/ Facebook Ads permettant de valoriser chaque touche du parcours utilisateur.\" \/>\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\/synergies-sea-facebook-ads\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les synergies SEA \/ Facebook Ads - 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