{"id":7427,"date":"2019-06-12T10:13:06","date_gmt":"2019-06-12T09:13:06","guid":{"rendered":"https:\/\/www.keyade.com\/?p=7427"},"modified":"2019-08-01T16:34:42","modified_gmt":"2019-08-01T15:34:42","slug":"drive-to-store-google-store-visits","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/drive-to-store-google-store-visits\/","title":{"rendered":"Drive-to-store : comment utiliser Google Store Visits ?"},"content":{"rendered":"\n<p><strong>[VID\u00c9O]<\/strong> <strong>K-Learnings #9<\/strong> | En marketing, on parle beaucoup des strat\u00e9gies drive-to-store. Nous allons voir comment utiliser l\u2019indicateur Store Visits cr\u00e9\u00e9 par Google permettant aux annonceurs<a href=\"https:\/\/www.keyade.com\/services-agence\/paid-search\"> SEA <\/a>de mesurer l\u2019impact r\u00e9el de leurs publicit\u00e9s sur le parcours en magasin. <\/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 #9 | Drive-to-Store : comment utiliser Google Store Visits ?\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/viUZJrYOaB8?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\">Drive-to-store : comment utiliser Google Store Visits ?<\/h2>\n\n\n\n<p>Avec le mobile et l\u2019hyper-connexion Internet, la fronti\u00e8re entre les parcours de conversion change. En marketing, on parle beaucoup des strat\u00e9gies drive-to-store, c\u2019est-\u00e0-dire l\u2019ensemble de vos actions marketing en ligne pour inciter les internautes \u00e0 se rendre dans vos points de vente physiques.<\/p>\n\n\n\n<p>Ici, nous allons parler de Google Store Visits&nbsp;: un indicateur cr\u00e9\u00e9 par Google pour permettre aux annonceurs SEA de mesurer l\u2019impact r\u00e9el de leurs publicit\u00e9s sur le parcours en magasin.<\/p>\n\n\n\n<p><strong>Comment \u00e7a fonctionne ?<\/strong><\/p>\n\n\n\n<p>Google utilise les donn\u00e9es, agr\u00e9g\u00e9es et anonymes d\u2019utilisateurs, qui sont g\u00e9olocalis\u00e9s puis fait une correspondance avec les clics sur vos annonces SEA, qui contiennent notamment les extensions de lieu de vos magasins. Il s\u2019agit donc d\u2019une estimation du nombre de personnes qui se sont rendues en magasin apr\u00e8s avoir cliqu\u00e9 sur une publicit\u00e9 SEA.  Ces donn\u00e9es sont ensuite extrapol\u00e9es puis remont\u00e9es via l\u2019indicateur \u00ab&nbsp;Store Visits&nbsp;\u00bb.<\/p>\n\n\n\n<p>Maintenant, on va voir comment utiliser Google Store Visits en deux \u00e9tapes simples.<\/p>\n\n\n\n<p><strong>Etape 1 : activer l&rsquo;indicateur<\/strong><\/p>\n\n\n\n<p>Pour\nactiver l\u2019indicateur dans\nvotre tableau de bord Google Ads, il\nfaut remplir les conditions d\u2019\u00e9ligibilit\u00e9 de Google.<\/p>\n\n\n\n<p>Vous\ndevez donc&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Cr\u00e9er et remplir votre fiche Google My Business <\/li><li>Associer vos comptes Google My Business et Google Ads<\/li><li>Ajouter les extensions de lieux \u00e0 vos annonces <\/li><li>Diffuser les annonces pour g\u00e9n\u00e9rer des impressions et des clics<\/li><li>Lorsque vous avez des volumes suffisants, demandez \u00e0 Google d\u2019\u00eatre whitelist\u00e9 pour l\u2019indicateur Store Visits<\/li><li>Une fois whitelist\u00e9, il vous suffit d&rsquo;ajouter la colonne d\u2019indicateur \u00ab&nbsp;visite en magasin&nbsp;\u00bb \u00e0 votre tableau de bord Google Ads. <\/li><\/ul>\n\n\n\n<p>Cet indicateur vous permet donc d\u2019estimer le trafic en magasin g\u00e9n\u00e9r\u00e9 par vos annonces SEA, et si vous connaissez les paniers moyens r\u00e9alis\u00e9s en magasin, il est m\u00eame facile d\u2019estimer la valeur en euros g\u00e9n\u00e9r\u00e9e par vos annonces.<\/p>\n\n\n\n<p>Lors de vos reportings, si vous souhaitez une donn\u00e9e exacte, n&rsquo;oubliez pas d&rsquo;exclure les donn\u00e9es \u2018Store Visits\u2019 des 30 derniers jours ou moins selon la dur\u00e9e de vos cycles de consommation.<\/p>\n\n\n\n<p><strong>Etape 2 : activer des campagnes locales<\/strong><\/p>\n\n\n\n<p>Sur Google Ads, vous pouvez mettre en place des campagnes locales automatiques, les \u2018<a href=\"https:\/\/www.keyade.com\/google-local-campaigns\">Local Campaigns<\/a>\u2019, qui optimisent directement votre indicateur Store Visits. L\u2019algorithme de Google identifie les r\u00e9seaux et les appareils qui vont g\u00e9n\u00e9rer le plus de visites en magasin et optimise les ench\u00e8res en fonction. <\/p>\n\n\n\n<p>Ces annonces peuvent bien s\u00fbr \u00eatre diffus\u00e9es sur le r\u00e9seau de recherche Google mais aussi  sur Google Maps, sur YouTube et sur le r\u00e9seau Display.<\/p>\n\n\n\n<p><strong>LE R\u00c9CAP&rsquo; <\/strong><\/p>\n\n\n\n<p>Que vous vous serviez simplement de l\u2019indicateur &lsquo;Store Visits&rsquo; ou que vous mettiez en place des campagnes locales, l\u2019activation de &lsquo;Store Visits&rsquo; est un vrai plus pour g\u00e9rer et arbitrer vos budgets. C\u2019est le premier pas vers une strat\u00e9gie SEA online-offline bien int\u00e9gr\u00e9e. <\/p>\n\n\n\n<p>A savoir aussi que vous pouvez prolonger cette d\u00e9marche avec les plateformes Social Media, notamment Facebook qui propose \u00e9galement cette solution. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>[VID\u00c9O] K-Learnings #9 | En marketing, on parle beaucoup des strat\u00e9gies drive-to-store. Nous allons voir comment utiliser l\u2019indicateur Store Visits cr\u00e9\u00e9 par Google permettant aux annonceurs SEA de mesurer l\u2019impact r\u00e9el de leurs publicit\u00e9s sur le parcours en magasin. La retranscription de la vid\u00e9o ci-dessous ! Drive-to-store : comment utiliser Google Store Visits ? Avec [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7603,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[295,495],"tags":[483,501],"class_list":["post-7427","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fil-actualite","category-videos-k-learnings","tag-drive-to-store","tag-store-visits"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Drive-to-store : comment utiliser Google Store Visits ? - Keyade<\/title>\n<meta name=\"description\" content=\"En marketing, on parle beaucoup des strat\u00e9gies drive-to-store. 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