{"id":7873,"date":"2019-08-29T08:57:45","date_gmt":"2019-08-29T07:57:45","guid":{"rendered":"https:\/\/www.keyade.com\/?p=7873"},"modified":"2019-09-12T15:47:21","modified_gmt":"2019-09-12T14:47:21","slug":"microsoft-advertising-sea","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/microsoft-advertising-sea\/","title":{"rendered":"5 raisons d&rsquo;int\u00e9grer Microsoft Advertising au sein de votre strat\u00e9gie SEA"},"content":{"rendered":"\n<p><strong>[VID\u00c9O] K-LEARNINGS #11<\/strong> | Le moteur de recherche Bing r\u00e9unit plus d\u2019un demi-milliard d\u2019internautes mais les annonceurs se questionnent parfois longuement avant d\u2019int\u00e9grer Microsoft Advertising dans leur strat\u00e9gie SEA. Pour Khalid Tayouga, la question est vite tranch\u00e9e. Dans cette vid\u00e9o, il partage 5 raisons de se lancer sur Bing en SEA. <\/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 #11 | 5 raisons d\u2019int\u00e9grer Microsoft Advertising au sein de votre strat\u00e9gie SEA\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/joKakFBC8Eg?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\">5 raisons d&rsquo;int\u00e9grer Microsoft Advertising au sein de votre strat\u00e9gie SEA<\/h2>\n\n\n\n<p>En Search, on ne se pose jamais la question de savoir s\u2019il faut \u00eatre pr\u00e9sent sur Google, mais les annonceurs se questionnent souvent pour Bing, alors que \u00e7a repr\u00e9sente un demi-milliard d\u2019internautes.<\/p>\n\n\n\n<p>Voici 5\nraisons d\u2019activer des campagnes publicitaires avec Microsoft Advertising dans une\nstrat\u00e9gie SEA.<\/p>\n\n\n\n<p><strong>#1 | Cible qualifi\u00e9e exclusive<\/strong><\/p>\n\n\n\n<p>En activant\ndes campagnes sur Bing vous touchez une audience qualifi\u00e9e exclusive. <\/p>\n\n\n\n<p>D\u2019ailleurs,\nMicrosoft Advertising communique sur quelques chiffres&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>61%\ndes utilisateurs Bing ont moins de 45 ans<\/li><li>44%\nde l\u2019audience dispose d\u2019un dipl\u00f4me<\/li><li>11%\ndes internautes sont des CSP+<\/li><\/ul>\n\n\n\n<p><strong>#2 |Les utilisateurs LinkedIn <\/strong><\/p>\n\n\n\n<p>3 ans apr\u00e8s le\nrachat de LinkedIn, Microsoft est maintenant en mesure d\u2019associer les donn\u00e9es des\nutilisateurs LinkedIn \u00e0 vos campagnes sur Bing pour les ajustements d\u2019ench\u00e8res.<\/p>\n\n\n\n<p>Vous pouvez d\u00e9finir les\nench\u00e8res selon 3 crit\u00e8res&nbsp;: la fonction, le secteur et la soci\u00e9t\u00e9.<\/p>\n\n\n\n<p>Concr\u00e8tement, sur la recherche\n\u2018logiciel de comptabilit\u00e9\u2019, vous pouvez doubler vos ench\u00e8res si l\u2019utilisateur\nest un comptable. Aujourd\u2019hui, ce type de ciblage n\u2019est pas propos\u00e9 par Google.\n<\/p>\n\n\n\n<p><strong>#3 | Un r\u00e9seau de partenaires\ndiversifi\u00e9<\/strong><\/p>\n\n\n\n<p>Parmi\nle r\u00e9seau de partenaires de Microsoft, on retrouve plusieurs moteurs de\nrecherche dont quelques-uns d\u00e9fendent des enjeux soci\u00e9taux&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>l\u2019environnement et l\u2019\u00e9cologie avec <a href=\"https:\/\/www.ecosia.org\/\">Ecosia<\/a><\/li><li>la protection des donn\u00e9es avec <a href=\"https:\/\/www.qwant.com\/?l=fr\">Qwant<\/a><\/li><li>l\u2019\u00e9conomie solidaire avec <a href=\"https:\/\/www.lilo.org\/fr\/\">Lilo<\/a><\/li><\/ul>\n\n\n\n<p><strong>#4 | Des co\u00fbts avantageux<\/strong><\/p>\n\n\n\n<p>Microsoft\nAdvertising communique sur le fait que ses co\u00fbts, notamment les CPC, sont g\u00e9n\u00e9ralement\nplus faibles que sur Google Ads.<\/p>\n\n\n\n<p>En\nagence, on observe g\u00e9n\u00e9ralement que c\u2019est vrai. Par exemple, dans le cadre de\ncampagnes avec un annonceur du secteur automobile,&nbsp;on a un co\u00fbt par clic inf\u00e9rieur\nde 20% par rapport \u00e0 Google Ads. Et dans le retail, qui est un secteur super\nconcurrentiel, les co\u00fbts ne sont pas plus bas mais le taux de clic sont sup\u00e9rieur\nparfois de 20%.<\/p>\n\n\n\n<p><strong>#5 | Facilit\u00e9 de cr\u00e9ation des\ncampagnes<\/strong><\/p>\n\n\n\n<p>Microsoft Advertising assume compl\u00e9tement sa position de challenger et propose une solution passerelle avec Google Ads. Concr\u00e8tement, vous pouvez directement importer vos campagnes Google Ads dans Microsoft Advertising. Cela permet de garder la nomenclature du compte et de gagner du temps.<\/p>\n\n\n\n<p><strong>Conclusion<\/strong><\/p>\n\n\n\n<p>Microsoft\nAdvertising permet de diversifier vos solutions publicitaires et de faire de\nvotre strat\u00e9gie SEA une strat\u00e9gie multi-plateformes.<\/p>\n\n\n\n<p>Outre\ncette \u00e9vidence, c\u2019est aussi une question \u00e0 vous poser vous&nbsp;: \u00eates-vous \u00e0\nl\u2019aise avec l\u2019id\u00e9e de mettre tous vous \u0153ufs dans le m\u00eame panier avec Google ou\nnon&nbsp;?<\/p>\n\n\n\n<p>En\nagence, on constate qu\u2019environ 60% des annonceurs ont tranch\u00e9 cette question et\nse sont d\u00e9j\u00e0 lanc\u00e9s sur Bing. Vous l\u2019aurez compris, moi je pr\u00e9conise le test,\n\u00e9videmment&nbsp;!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[VID\u00c9O] K-LEARNINGS #11 | Le moteur de recherche Bing r\u00e9unit plus d\u2019un demi-milliard d\u2019internautes mais les annonceurs se questionnent parfois longuement avant d\u2019int\u00e9grer Microsoft Advertising dans leur strat\u00e9gie SEA. Pour Khalid Tayouga, la question est vite tranch\u00e9e. Dans cette vid\u00e9o, il partage 5 raisons de se lancer sur Bing en SEA. La retranscription de la [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7875,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81,133,295,495],"tags":[67,509,5],"class_list":["post-7873","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lactu-digitale","category-sea","category-fil-actualite","category-videos-k-learnings","tag-bing","tag-microsoft-advertising","tag-sea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Int\u00e9grer Microsoft Advertising au sein de votre strat\u00e9gie SEA | Keyade<\/title>\n<meta name=\"description\" content=\"Notre consultant partage 5 raisons de se lancer sur Microsoft Advertising et ainsi diversifier vos solutions publicitaires.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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