{"id":7419,"date":"2019-05-14T10:29:27","date_gmt":"2019-05-14T09:29:27","guid":{"rendered":"https:\/\/www.keyade.com\/?p=7419"},"modified":"2019-07-31T14:37:15","modified_gmt":"2019-07-31T13:37:15","slug":"modele-attribution-sea","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/modele-attribution-sea\/","title":{"rendered":"Choisir son mod\u00e8le d&rsquo;attribution SEA"},"content":{"rendered":"\n<p><strong>[VID\u00c9O]<\/strong> <strong>K-LEARNINGS #7<\/strong> | L&rsquo;attribution a toujours \u00e9t\u00e9 une pr\u00e9occupation centrale en SEA, m\u00eame si aujourd&rsquo;hui pr\u00e8s de 50% des annonceurs utilisent le mod\u00e8le last-click par d\u00e9faut. Pourtant, il n&rsquo;y a pas de &lsquo;bon&rsquo; ou de &lsquo;mauvais&rsquo; mod\u00e8le d&rsquo;attribution, seulement des approches m\u00e9dia diff\u00e9rentes. <\/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 #7 | Choisir son mod\u00e8le d&#039;attribution SEA\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/A_5G1APeFRg?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\">Choisir son mod\u00e8le d&rsquo;attribution SEA<\/h2>\n\n\n\n<p>En <a href=\"https:\/\/www.keyade.com\/services-agence\/paid-search\">SEA<\/a>, l\u2019attribution a toujours \u00e9t\u00e9 une question centrale pour mesurer mais aussi am\u00e9liorer les performances des campagnes. <\/p>\n\n\n\n<p>Sur\nles plateformes, c\u2019est\nle mod\u00e8le last-click qui\nest propos\u00e9 par d\u00e9faut. Dans mon agence, pr\u00e8s de la moiti\u00e9 de nos clients utilisent le mod\u00e8le last-click. <\/p>\n\n\n\n<p>C\u2019est un mod\u00e8le qui pr\u00e9sente bien s\u00fbr ses limites, mais il n\u2019y a pas de \u00ab&nbsp;bon&nbsp;\u00bb ou de \u00ab&nbsp;mauvais&nbsp;\u00bb mod\u00e8le d\u2019attribution, il y a seulement des approches diff\u00e9rentes. <\/p>\n\n\n\n<p>Voici deux\nquestions que je trouve essentielles pour essayer\nd\u2019y voir plus clair.<\/p>\n\n\n\n<p><strong>#1 | Conna\u00eetre votre parcours clients<\/strong><\/p>\n\n\n\n<p>Choisir un mod\u00e8le d\u2019attribution, c\u2019est choisir comment vous allez valoriser les contacts qui se font entre les internautes et votre marque. C\u2019est donc important de conna\u00eetre votre parcours clients.<\/p>\n\n\n\n<p>Vous pouvez regarder le nombre de contacts entre votre marque et les internautes jusqu\u2019\u00e0 l\u2019achat. <\/p>\n\n\n\n<p>Dans le secteur du voyage, le parcours de conversion peut aller jusqu\u2019\u00e0 250 points de contact diff\u00e9rents (selon Google), une\nconfiguration bien diff\u00e9rente d\u2019un\nparcours \u00e0 1 seul point de contact SEA, pour\nun achat impulsif par exemple.<\/p>\n\n\n\n<p>Le d\u00e9lai de conversion est aussi une donn\u00e9e int\u00e9ressante. Vous n\u2019aurez probablement pas la m\u00eame approche entre un cycle de conversion \u00e9tal\u00e9 sur les mois, et un cycle beaucoup plus court, \u00e9tal\u00e9 sur quelques heures ou quelques minutes.<\/p>\n\n\n\n<p><strong>#2 | Contextualiser avec vos objectifs marketing<\/strong><\/p>\n\n\n\n<p>Pour choisir un mod\u00e8le adapt\u00e9 \u00e0 votre activit\u00e9, il faut bien s\u00fbr consid\u00e9rer vos objectifs SEA mais vous pouvez aussi prendre compte de vos objectifs marketing plus globaux. Par exemple, si vous souhaitez travailler vos mots-cl\u00e9s g\u00e9n\u00e9riques, un mod\u00e8le lin\u00e9aire ou data-driven permettrait de valoriser ces contacts. Mais si vous avez une marque tr\u00e8s forte, vous pouvez vous dirigez par exemple vers un mod\u00e8le qui permet de d\u00e9prioriser la marque.<strong><br> <\/strong><\/p>\n\n\n\n<p>#<strong>3 | Choisir vos outils<\/strong><\/p>\n\n\n\n<p>Entre la suite Google et les technologies tierces, un annonceur a le choix entre plusieurs mod\u00e8les d\u2019attribution qui\nsont le reflet d\u2019approches m\u00e9dia bien diff\u00e9rentes.<\/p>\n\n\n\n<p>La suite Google propose diff\u00e9rents mod\u00e8les d\u2019attribution comme last-click, first-click, mod\u00e8le continu, d\u00e9pr\u00e9ciation lin\u00e9aire, custom model et depuis 2017, le mod\u00e8le data-driven, qui laisse au machine-learning le soin de valoriser chaque contact du parcours d\u2019achat en\nfonction de sa contribution \u00e0 la conversion finale.<\/p>\n\n\n\n<p>Vous\npouvez \u00e9galement utiliser des\ntechnologies tierces ou des mod\u00e8les custom, qui\nproposent souvent une meilleure granularit\u00e9 de la mesure et\nplus d\u2019amplitude dans\nla personnalisation de votre attribution.<\/p>\n\n\n\n<p><strong>CONCLUSION<\/strong><\/p>\n\n\n\n<p>Encore\nune fois, il n\u2019y a pas de mod\u00e8le d\u2019attribution parfait, juste\nune coh\u00e9rence \u00e0 trouver avec votre activit\u00e9.<\/p>\n\n\n\n<p>La plupart des outils vous laissent la possibilit\u00e9 de tester vos mod\u00e8les d\u2019attribution avant de les mettre d\u00e9finitivement en place. Je vous conseille donc d\u2019utiliser ces options pour observer&nbsp;; analyser et <em>in fine<\/em>, trouver le mod\u00e8le d\u2019attribution qui\npermettra de faire progresser vos performances.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[VID\u00c9O] K-LEARNINGS #7 | L&rsquo;attribution a toujours \u00e9t\u00e9 une pr\u00e9occupation centrale en SEA, m\u00eame si aujourd&rsquo;hui pr\u00e8s de 50% des annonceurs utilisent le mod\u00e8le last-click par d\u00e9faut. Pourtant, il n&rsquo;y a pas de &lsquo;bon&rsquo; ou de &lsquo;mauvais&rsquo; mod\u00e8le d&rsquo;attribution, seulement des approches m\u00e9dia diff\u00e9rentes. La retranscription de la vid\u00e9o ci-dessous ! Choisir son mod\u00e8le d&rsquo;attribution [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7615,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[295,495],"tags":[183,5],"class_list":["post-7419","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fil-actualite","category-videos-k-learnings","tag-attribution","tag-sea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Choisir son mod\u00e8le d&#039;attribution SEA - Keyade<\/title>\n<meta name=\"description\" content=\"L&#039;attribution a toujours \u00e9t\u00e9 une pr\u00e9occupation centrale en SEA, m\u00eame si aujourd&#039;hui pr\u00e8s de 50% des annonceurs utilisent le mod\u00e8le last-click par d\u00e9faut.\" \/>\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\/modele-attribution-sea\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Choisir son mod\u00e8le d&#039;attribution SEA - 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