{"id":7423,"date":"2019-05-29T10:25:39","date_gmt":"2019-05-29T09:25:39","guid":{"rendered":"https:\/\/www.keyade.com\/?p=7423"},"modified":"2019-08-02T15:43:16","modified_gmt":"2019-08-02T14:43:16","slug":"dynamic-creative-optimization-facebook","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/dynamic-creative-optimization-facebook\/","title":{"rendered":"Dynamic Creative Optimization sur Facebook"},"content":{"rendered":"\n<p><strong>[VID\u00c9O]<\/strong> <strong>K-LEARNINGS #9<\/strong> | La DCO (Dynamic Creative Optimization) est un proc\u00e9d\u00e9 qui s\u2019appuie sur le machine-learning pour optimiser la performance des cr\u00e9ations publicitaires. Dans cette vid\u00e9o propos\u00e9e par <a href=\"https:\/\/www.keyade.com\/services-agence\/paid-social\/prestations-paid-social\">notre p\u00f4le social media<\/a>, retrouvez 3 cas d\u2019usage de la DCO sur Facebook. <\/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 #8 | Dynamic Creative Optimization sur Facebook\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/PgY1UCjpSQ4?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\">Dynamic Creative Optimization sur Facebook<\/h2>\n\n\n\n<p>Quand on parle d\u2019inscrire Facebook dans un plan m\u00e9dia \u00e0 la performance, on en vient vite \u00e0 parler de DCO (Dynamic Creative Optimization). C\u2019est un proc\u00e9d\u00e9 qui s\u2019appuie sur le machine-learning pour am\u00e9liorer dynamiquement les\nperformances des campagnes.<\/p>\n\n\n\n<p>Aujourd\u2019hui je propose de vous expliquer 3 cas d\u2019usage du DCO sur Facebook, du\nplus basique au plus avanc\u00e9.<\/p>\n\n\n\n<p><strong>#1 | DCO simple (Data Facebook)<\/strong><\/p>\n\n\n\n<p>A la\nbase, la\nfonction DCO de Facebook permet d\u2019identifier\nla meilleure combinaison possible entre ciblage,\nplacement et cr\u00e9ation publicitaire.<\/p>\n\n\n\n<p>Pour mettre en place la fonctionnalit\u00e9, il suffit d&rsquo;activer l&rsquo;option sur les campagnes concern\u00e9es puis de renseigner les \u00e9l\u00e9ments que vous souhaitez tester. Vous pouvez tester jusqu\u2019\u00e0 15 emplacements, 40 ciblages et 1250 cr\u00e9ations en m\u00eame temps soit pr\u00e8s de 2 millions de combinaisons.<\/p>\n\n\n\n<p><strong>#2 | DCO Retargeting (Data 1st-party annonceur)<\/strong><\/p>\n\n\n\n<p>La DCO de Facebook est surtout un atout pour faire du retargeting produit, mais pour cela il y a deux conditions \u00e0 r\u00e9aliser avant&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>C\u00f4t\u00e9 site&nbsp;: vous devez tout d\u2019abord installer un traceur Facebook sur votre site. C\u2019est gr\u00e2ce \u00e0 ce traceur que Facebook peut reconna\u00eetre les visiteurs de votre site et conna\u00eetre leur comportement de navigation. <\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>C\u00f4t\u00e9 Facebook&nbsp;: il vous faut t\u00e9l\u00e9charger votre catalogue produits sur la plateforme. Il est pr\u00e9f\u00e9rable de passer par une solution de gestion des flux, qui va vous permettre de mettre \u00e0 jour en temps r\u00e9el votre flux produits.<\/li><\/ul>\n\n\n\n<p>Ensuite,\ncomment \u00e7a marche&nbsp;? <\/p>\n\n\n\n<p>Si un internaute visite votre site et plus particuli\u00e8rement la page du produit A, quand cet internaute se connecte \u00e0 Facebook, Facebook le reconna\u00eet gr\u00e2ce au traceur pos\u00e9 sur votre site et a l\u2019information qu\u2019il s\u2019est int\u00e9ress\u00e9 au produit A. <\/p>\n\n\n\n<p>Facebook va ensuite rechercher les informations du produit A dans votre flux produits pour cr\u00e9er une publicit\u00e9 sur mesure pour l\u2019utilisateur.<\/p>\n\n\n\n<p><strong>#3 | DCO OPEN-SOURCE (Data 3rd-party)<\/strong><\/p>\n\n\n\n<p>Enfin, vous pouvez alimenter la DCO de Facebook avec de la data ext\u00e9rieure et donc personnaliser vos publicit\u00e9s selon l\u2019horaire, la m\u00e9t\u00e9o, les r\u00e9sultats sportifs ou encore la diffusion d\u2019\u00e9missions TV.<\/p>\n\n\n\n<p>Pour cela, vous devez connecter dans Facebook des solutions externes qui proposent ce service. Concr\u00e8tement, vous donnez les droits \u00e0 ces solutions pour activer et\/ou mettre en pause vos campagnes. <\/p>\n\n\n\n<p><strong>CONCLUSION<\/strong><\/p>\n\n\n\n<p>Pour moi, la fonction DCO sur Facebook est un vrai pilier pour r\u00e9pondre\n\u00e0 des objectifs de performance sur\nvos campagnes. <\/p>\n\n\n\n<p>Pour la DCO simple, c\u2019est une fonctionnalit\u00e9 facile \u00e0 mettre en place et qui \u00e0 court terme peut obtenir des r\u00e9sultats tr\u00e8s positifs. <\/p>\n\n\n\n<p>Et en tant que convaincu, je vous conseille vivement de tester les deux autres \u00e9tapes\u00a0: le retargeting dynamique et l\u2019impl\u00e9mentation de data tierces pour am\u00e9liorer les performances de vos campagnes.<\/p>\n\n\n\n<p>+ Retrouver un cas DCO avec Rexona <a href=\"https:\/\/www.keyade.com\/rexona-unilever-met-en-place-des-campagnes-dco-dynamic-creative-optimization-sur-facebook\">ici<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>[VID\u00c9O] K-LEARNINGS #9 | La DCO (Dynamic Creative Optimization) est un proc\u00e9d\u00e9 qui s\u2019appuie sur le machine-learning pour optimiser la performance des cr\u00e9ations publicitaires. Dans cette vid\u00e9o propos\u00e9e par notre p\u00f4le social media, retrouvez 3 cas d\u2019usage de la DCO sur Facebook. La retranscription de la vid\u00e9o ci-dessous ! Dynamic Creative Optimization sur Facebook Quand [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7605,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[295,495],"tags":[499,109,429],"class_list":["post-7423","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fil-actualite","category-videos-k-learnings","tag-dynamic-creative-optimization","tag-facebook","tag-facebook-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dynamic Creative Optimization sur Facebook - Keyade<\/title>\n<meta name=\"description\" content=\"La DCO (Dynamic Creative Optimization) est un proc\u00e9d\u00e9 qui s\u2019appuie sur le machine-learning pour optimiser la performance des cr\u00e9ations publicitaires.\" \/>\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\/dynamic-creative-optimization-facebook\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dynamic Creative Optimization sur Facebook - 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