{"id":7449,"date":"2019-07-29T10:01:00","date_gmt":"2019-07-29T09:01:00","guid":{"rendered":"https:\/\/www.keyade.com\/?p=7449"},"modified":"2020-04-02T14:44:56","modified_gmt":"2020-04-02T13:44:56","slug":"drive-to-store-selective-optimization-sea","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/drive-to-store-selective-optimization-sea\/","title":{"rendered":"Drive-to-store : une nouvelle fonctionnalit\u00e9 pour g\u00e9n\u00e9rer trafic et ventes en magasin"},"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\/07\/Drive-to-store-1024x348.jpg\" alt=\"\" class=\"wp-image-7451\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/07\/Drive-to-store-1024x348.jpg 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/07\/Drive-to-store-300x102.jpg 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/07\/Drive-to-store-768x261.jpg 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/07\/Drive-to-store-294x100.jpg 294w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><em>Aaaah le\nDrive-to-Store, graal des marketeurs et enfer technologique pour les\nplateformes&nbsp;!<\/em><\/p>\n\n\n\n<p>Le mois dernier, nous vous parlions du lancement des <a href=\"https:\/\/www.keyade.com\/google-local-campaigns\">Google Local Campaigns<\/a>, un format publicitaire enti\u00e8rement con\u00e7u pour g\u00e9n\u00e9rer du trafic en magasin (gr\u00e2ce \u00e0 l\u2019optimisation automatis\u00e9e des ench\u00e8res dans l\u2019objectif de maximiser l\u2019indicateur <a href=\"https:\/\/www.youtube.com\/watch?v=viUZJrYOaB8&amp;t=3s\">Store Visit<\/a>).<\/p>\n\n\n\n<p>Avantage&nbsp;: les Local Campaigns vous permettent de\ndiffuser des annonces sp\u00e9cifiques \u00e0 vos points de vente locaux sur tous les\nr\u00e9seaux Google confondus (R\u00e9seaux de Recherche et Display, Google Maps et\nYouTube). Inconv\u00e9nient&nbsp;: le format n\u2019est accessible qu\u2019aux commer\u00e7ants qui\nposs\u00e8dent au moins 10 points de vente et ceux-ci doivent \u00eatre pr\u00eats \u00e0 investir\nau moins le prix du ticket d\u2019entr\u00e9e, fix\u00e9 \u00e0 27&nbsp;000\u20ac sur une dur\u00e9e de 30\njours.<\/p>\n\n\n\n<p>M\u00eame si les <a href=\"https:\/\/www.keyade.com\/google-local-campaigns\">premiers r\u00e9sultats des Google Local Campaigns<\/a> semblent d\u00e9montrer leur efficacit\u00e9, comment les annonceurs peuvent-ils g\u00e9n\u00e9rer et optimiser le trafic et les ventes en magasin via le m\u00e9dia sans investir trop lourdement sur les Local Campaigns&nbsp;?<\/p>\n\n\n\n<p>La solution vient d\u2019une autre (nouvelle) fonctionnalit\u00e9 de\nGoogle&nbsp;: Selective Optimization. Lanc\u00e9e fin mai en France, cette\nfonctionnalit\u00e9 de Google Ads permet d\u2019\u00e9tendre vos strat\u00e9gies d\u2019ench\u00e8res\nautomatiques sur Google \u00e0 n\u2019importe quel indicateur dont vous disposez.\nConcr\u00e8tement, en activant la fonctionnalit\u00e9, vous pouvez cr\u00e9er une strat\u00e9gie\nd\u2019ench\u00e8res automatiques bas\u00e9es sur\u2026 le trafic ou la conversion en magasin (par\nexemple&nbsp;!).<\/p>\n\n\n\n<p>Autre avantage&nbsp;de l\u2019activation de Selective\nOptimization&nbsp;: c\u2019est un meilleur calcul pour votre strat\u00e9gie SEA \u00e0 long\nterme. Contrairement aux Local Campaigns, qui ne permettent pas de conna\u00eetre\nles performances par r\u00e9seau, les autres types de campagnes (Text Ads, Shopping,\nSmart Display, etc.) vous donnent cette visibilit\u00e9 pour des insights \u00e0 plus\nlong terme.<\/p>\n\n\n\n<p>Encore une fois, bien que cela ressemble \u00e0 LA grande astuce\nde l\u2019\u00e9t\u00e9, rien ne vaut le test &amp; learn pour v\u00e9rifier que cette option est\nbien utile \u00e0 votre marque et efficace pour g\u00e9n\u00e9rer des visites \/ ventes en\nmagasins.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Aaaah le Drive-to-Store, graal des marketeurs et enfer technologique pour les plateformes&nbsp;! Le mois dernier, nous vous parlions du lancement des Google Local Campaigns, un format publicitaire enti\u00e8rement con\u00e7u pour g\u00e9n\u00e9rer du trafic en magasin (gr\u00e2ce \u00e0 l\u2019optimisation automatis\u00e9e des ench\u00e8res dans l\u2019objectif de maximiser l\u2019indicateur Store Visit). Avantage&nbsp;: les Local Campaigns vous permettent de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7453,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81,133,295],"tags":[483,477,485],"class_list":["post-7449","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lactu-digitale","category-sea","category-fil-actualite","tag-drive-to-store","tag-local-campaigns","tag-selective-optimization"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Drive-to-store-Selective-Optimization-SEA | Keyade<\/title>\n<meta name=\"description\" content=\"Drive-to-Store : Selective Optimization\u00a0permet d\u2019\u00e9tendre vos strat\u00e9gies d\u2019ench\u00e8res automatiques \u00e0 n\u2019importe quel indicateur dont vous disposez.\" \/>\n<meta name=\"robots\" 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