{"id":1265,"date":"2011-06-10T18:28:13","date_gmt":"2011-06-10T21:28:13","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=1265"},"modified":"2011-06-12T14:09:18","modified_gmt":"2011-06-12T17:09:18","slug":"como-estructurarias-esta-campana-de-adwords","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/comment-structurer-cette-campagne-adwords\/","title":{"rendered":"Comment structureriez-vous cette campagne AdWords?"},"content":{"rendered":"

C'est le premier article que j'ai publi\u00e9 en juin, je ne pouvais pas \u00e9crire avant car je me retrouve avec une tr\u00e8s bonne charge de travail, donc on pourrait dire que le blog fait son travail \ud83d\ude09<\/p>\n

Ces jours-ci, je participais \u00e0 un groupe LinkedIn appel\u00e9 Individus qualifi\u00e9s Google Adwords<\/a>Il s'agit essentiellement d'un groupe o\u00f9 les professionnels d'Adwords discutent de strat\u00e9gies, d'outils, etc.<\/p>\n

Une discussion tr\u00e8s int\u00e9ressante a commenc\u00e9 il y a quelques jours sur la meilleure fa\u00e7on \u00abhypoth\u00e9tique\u00bb de structurer un compte sur la base d'informations fournies par le cr\u00e9ateur de la discussion.<\/p>\n

La structure du compte Adwords est l'un des facteurs les plus importants du succ\u00e8s ou de l'\u00e9chec de l'action marketing en g\u00e9n\u00e9ral.<\/p>\n

D'apr\u00e8s mon exp\u00e9rience, une bonne structure de compte devrait:<\/strong><\/p>\n

- Faciliter l'analyse des performances au niveau de la campagne et du groupe d'annonces<\/strong><\/p>\n

<\/strong>Bien qu'une analyse approfondie n\u00e9cessite des rapports avanc\u00e9s, une bonne structure de compte vous permet de comprendre en un coup d'\u0153il les performances globales des diff\u00e9rentes campagnes et d'identifier les probl\u00e8mes potentiels ou les comportements inhabituels.<\/p>\n

- Offrez de la flexibilit\u00e9 dans la gestion du budget quotidien et des ench\u00e8res au CPC maximales<\/strong><\/p>\n

Une bonne structure nous permet de g\u00e9rer le budget dont nous disposons (mensuel, quotidien, etc.) et les offres de CPC maximum des diff\u00e9rents groupes d'annonces de mani\u00e8re flexible entre les diff\u00e9rents produits, cat\u00e9gories, zones g\u00e9ographiques, r\u00e9seaux, etc. pour offrir le meilleur retour sur investissement possible.<\/p>\n

- R\u00e9duisez le temps n\u00e9cessaire pour apporter des modifications<\/strong><\/p>\n

Ceci est particuli\u00e8rement important lors de la gestion de nombreux comptes pour diff\u00e9rents clients, r\u00e9duire le temps n\u00e9cessaire pour effectuer des modifications \u00e0 grande \u00e9chelle et pr\u00e9cises est un \u00e9l\u00e9ment essentiel de toute bonne structure de compte.<\/p>\n

Le combo "Good Structure + Adwords Editor" est imbattable pour nous faire gagner du temps \ud83d\ude09<\/p>\n

Maintenant, le cas hypoth\u00e9tique sugg\u00e9r\u00e9 dans le groupe LinkedIn est le suivant:<\/strong><\/p>\n

Le client est une franchise bien connue dans son pays qui se consacre \u00e0 la vente de g\u00e2teaux surgel\u00e9s pour toutes sortes d'occasions, cette franchise compte 500 magasins dans tout le pays.<\/p>\n

L'id\u00e9e est de promouvoir chacun de ces magasins en essayant de ne pas se concurrencer autant que possible, en plus de rendre le cas plus int\u00e9ressant, chacun des 500 magasins a des budgets mensuels diff\u00e9rents en fonction de la zone o\u00f9 ils se trouvent.<\/p>\n

Certaines donn\u00e9es sont:<\/strong><\/p>\n

- Type de site:<\/strong> eCommerce (vente directe en ligne).<\/p>\n

- Les pays:<\/strong> 1 (\u00e0 tout le pays)<\/p>\n

- \u00c9tats \/ provinces du pays:<\/strong> 8<\/p>\n

- Produit \u00e0 vendre: <\/strong>G\u00e2teaux surgel\u00e9s. (MIAM!)<\/p>\n

- Vari\u00e9t\u00e9 de produits \u00e0 vendre:<\/strong> 10.<\/p>\n

- Budget total:<\/strong> $50,000.<\/p>\n

Les informations ne sont pas compl\u00e8tes et sont en fait quelque peu al\u00e9atoires, le d\u00e9fi de l'exercice est d'essayer d'imaginer la structure la plus flexible possible avec une quantit\u00e9 limit\u00e9e de donn\u00e9es et d'essayer de trouver des utilisations des diff\u00e9rents outils \/ options Adwords qui pourraient \u00eatre utiles dans ce cas.<\/p>\n

Il n'y a pas de bonnes ou de mauvaises r\u00e9ponses, il s'agit simplement de faire un brainstorming et d'exercer les connaissances th\u00e9oriques de Google Adwords que vous avez \ud83d\ude09<\/p>\n

Comment structureriez-vous cette campagne Adwords si un client vous pr\u00e9sentait le cas?<\/strong><\/p>","protected":false},"excerpt":{"rendered":"

Este es el primer art\u00edculo que publico en Junio, no pude escribir antes porque me encuentro con una muy buena carga de trabajo, por lo que se podr\u00eda decir que el blog est\u00e1 cumpliendo su cometido \ud83d\ude09 En estos d\u00edas estuve participando en un grupo de LinkedIn llamado Google Adwords Qualified Individuals, b\u00e1sicamente es un…<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,4],"tags":[14,10],"class_list":["post-1265","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","category-ppc-google-ads","tag-google-adwords","tag-marketing-online"],"aioseo_notices":[],"yoast_head":"\n\u00bfC\u00f3mo estructurar\u00edas esta Campa\u00f1a de Adwords? - Marketing y Anal\u00edtica Digital<\/title>\n<meta name=\"description\" content=\"Estructuraci\u00f3n de cuentas y campa\u00f1as de Google Adwords.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/comment-structurer-cette-campagne-adwords\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfC\u00f3mo estructurar\u00edas esta Campa\u00f1a de Adwords? 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