{"id":1606,"date":"2012-03-07T11:32:44","date_gmt":"2012-03-07T14:32:44","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=1606"},"modified":"2012-03-07T11:32:44","modified_gmt":"2012-03-07T14:32:44","slug":"quality-score-revisa-tus-campanas-de-adwords","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/fr\/ppc-google-ads\/controle-qualite-score-vos-cloches-adwords\/","title":{"rendered":"Niveau de qualit\u00e9: v\u00e9rifiez vos campagnes AdWords"},"content":{"rendered":"

L'auteur de cet article est Carlos Leon Trinidad<\/strong> (@Thatzad), directeur de Thatzad<\/a>, Conseil en marketing en ligne et publicit\u00e9 sur Internet. Il a \u00e9t\u00e9 Directeur de l'agence pendant 5 ans et plus de 10 dans le secteur, travaillant \u00e0 la fois avec les Grands Comptes et les Startups.<\/p><\/blockquote>\n

Adwords est un outil d'une simplicit\u00e9 d'utilisation trompeuse, les premi\u00e8res campagnes, au d\u00e9but de la d\u00e9cennie pr\u00e9c\u00e9dente, n'\u00e9taient pas tr\u00e8s complexes puisqu'il suffisait de mettre une annonce, quelques mots cl\u00e9s et le budget que vous vouliez d\u00e9penser, \u00e0 l'\u00e9poque quelques mots co\u00fbtent plus de 5 \u00e0 10 cents par clic.<\/p>\n

Bien que Google continue de le vendre aussi simple que cela, la mont\u00e9e de la concurrence et la lutte acharn\u00e9e pour quelques positions privil\u00e9gi\u00e9es ont conduit Google \u00e0 imposer de nouvelles r\u00e8gles du jeu.<\/p>\n

Le plus important \u00e9tait le\u00a0Facteur de qualit\u00e9<\/a> ou alors\u00a0Niveau de qualit\u00e9 (QS), un nombre multipli\u00e9 par l'ench\u00e8re au CPC maximale pour d\u00e9terminer votre position dans l'ench\u00e8re<\/strong>. Un QS \u00e9lev\u00e9 vous permet d'\u00eatre au top de tout en payant beaucoup moins par clic que d'autres concurrents avec un QS inf\u00e9rieur. En d'autres termes, c'est un facteur essentiel pour r\u00e9aliser des campagnes rentables dans des environnements tr\u00e8s comp\u00e9titifs.<\/p>\n

Un exemple de ce qu'il ne faut pas faire<\/strong><\/p>\n

Une r\u00e9percussion extr\u00eame des campagnes mal cibl\u00e9es est qu'un faible QS a emp\u00each\u00e9 la diffusion de votre annonce ou que pour qu'elle apparaisse, vous deviez payer des CPC tr\u00e8s \u00e9lev\u00e9s.<\/p>\n

Je me souviens d'une campagne faite par un client qui vendait des suppl\u00e9ments nutritionnels pour les sportifs et il pensait que son annonce serait diffus\u00e9e des milliers de fois s'il mettait comme mots-cl\u00e9s "Fernando Alonso", "Valentino Rosi" ou "Ronaldinho" (il y a quelques ann\u00e9es) .<\/p>\n

L'id\u00e9e de d\u00e9part n'\u00e9tait pas mauvaise, si je ne paie que par clic, je peux faire une campagne de branding forte \u00e0 un co\u00fbt tr\u00e8s bas. Google, quelques minutes apr\u00e8s avoir d\u00e9tect\u00e9 la campagne, a vu qu'il y avait peu de relation entre ce que l'annonceur proposait et les mots-cl\u00e9s et a demand\u00e9 un minimum de 4 \u20ac \/ clic et quand ils ont accept\u00e9 l'offre, peu de temps apr\u00e8s, il a \u00e9t\u00e9 port\u00e9 \u00e0 14 \u20ac \/Cliquez sur. Logiquement, cela a emp\u00each\u00e9 sa campagne d'\u00eatre rentable.<\/p>\n

Les choses ont chang\u00e9 et maintenant si vous n'avez pas un QS minimum de 3 Google vous informe que "Votre annonce ne sera pas diffus\u00e9e car son niveau de qualit\u00e9 est insuffisant".<\/p>\n

Comment le niveau de qualit\u00e9 est-il calcul\u00e9<\/strong><\/p>\n

L'algorithme n'a jamais \u00e9t\u00e9 rendu public par Google, mais il recommande de maximiser le CTR des mots cl\u00e9s les plus importants et d'arr\u00eater ceux qui, en raison de leur faible pertinence dans la campagne, ont un CTR inf\u00e9rieur.<\/p>\n

L'un des points les plus critiques est que le QS d\u00e9pend en grande partie de l'historique de la campagne et du compte, par cons\u00e9quent, les changements et les am\u00e9liorations n'ont pas d'effet imm\u00e9diat, ils n\u00e9cessitent du temps pour \u00eatre refl\u00e9t\u00e9s dans le QS (Google recommande un minimum de 2 semaines , nous un peu plus).<\/p>\n

Mais il y a des param\u00e8tres plus importants, comme la pertinence des mots-cl\u00e9s dans les annonces et sur la page de destination. Une page de qualit\u00e9 qui se charge rapidement et optimis\u00e9e pour les mots cl\u00e9s nous aide \u00e0 am\u00e9liorer le QS de la campagne (Google insiste encore une fois sur l'importance du r\u00e9f\u00e9rencement pour am\u00e9liorer les r\u00e9sultats des campagnes SEA).<\/p>\n

Dans l'infographie suivante que nous avons cr\u00e9\u00e9e \u00e0 partir de Thatzad, nous expliquons de mani\u00e8re tr\u00e8s visuelle de quoi d\u00e9pend le param\u00e8tre cl\u00e9 de Google Adwords et quels sont les leviers dont nous disposons pour l'am\u00e9liorer. Ce ne sont pas des donn\u00e9es officielles, ce sont des donn\u00e9es extraites de nombreuses conversations avec Google et de notre exp\u00e9rience de nombreuses campagnes au cours des 6 derni\u00e8res ann\u00e9es.<\/p>\n

\"\"<\/a>Si vous souhaitez publier un article sur guillermopareja.com, vous pouvez me contacter via Formulaire de contact<\/a> ou alors Twitter<\/a>, si votre article est accept\u00e9, il sera publi\u00e9 sur le blog gratuitement!<\/strong><\/em><\/p>","protected":false},"excerpt":{"rendered":"

El autor de este art\u00edculo es Carlos Le\u00f3n Trinidad (@Thatzad), director de Thatzad, consultor\u00eda de Marketing online y Publicidad en Internet. Lleva 5 a\u00f1os como Director de la agencia y m\u00e1s de 10 en el sector, trabajando tanto con Grandes Cuentas como con Startups. Adwords es una herramienta enga\u00f1osamente f\u00e1cil de usar, las primeras campa\u00f1as,…<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[14,102,81],"class_list":["post-1606","post","type-post","status-publish","format-standard","hentry","category-ppc-google-ads","tag-google-adwords","tag-infografia-google-adwords","tag-quality-score"],"aioseo_notices":[],"yoast_head":"\nQuality Score: Revisa tus Campa\u00f1as de Adwords - Marketing y Anal\u00edtica Digital<\/title>\n<meta name=\"description\" content=\"Quality Score: Consejos para mejorar el quality score en Adwords e infograf\u00eda sobre los elementos que componen al Quality Score.\" \/>\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\/ppc-google-ads\/controle-qualite-score-vos-cloches-adwords\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Quality Score: Revisa tus Campa\u00f1as de Adwords - 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