{"id":1760,"date":"2012-09-12T13:18:37","date_gmt":"2012-09-12T16:18:37","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=1760"},"modified":"2012-09-12T13:18:37","modified_gmt":"2012-09-12T16:18:37","slug":"optimiza-tus-campanas-en-la-red-de-display-exclusion-de-categorias","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/fr\/ppc-google-ads\/optimisez-vos-hottes-sur-le-reseau-daffichage-exclusion-de-categories\/","title":{"rendered":"Optimisez vos campagnes sur le R\u00e9seau Display: exclusion de cat\u00e9gorie"},"content":{"rendered":"<p>Le R\u00e9seau Display est aim\u00e9 par certains et d\u00e9test\u00e9 par d&#039;autres, principalement parce que, pour l&#039;optimiser efficacement, nous devons changer la mentalit\u00e9 que nous utilisons pour optimiser les campagnes sur le R\u00e9seau de Recherche.<\/p>\n<p>Personnellement, je consid\u00e8re le R\u00e9seau de Recherche et le R\u00e9seau Display comme deux r\u00e9seaux totalement ind\u00e9pendants et avec leurs propres techniques d&#039;optimisation, qui ne doivent pas \u00eatre mesur\u00e9es avec la m\u00eame r\u00e8gle et doivent \u00eatre travaill\u00e9es individuellement.<\/p>\n<p>L&#039;exclusion de cat\u00e9gorie est une technique d&#039;optimisation qui fonctionne TR\u00c8S bien sur le R\u00e9seau Display et qui est g\u00e9n\u00e9ralement sous-utilis\u00e9e.<\/p>\n<p>Cette technique consiste \u00e0 exclure les cat\u00e9gories de sites Web sur lesquelles nos campagnes sur le R\u00e9seau Display sont diffus\u00e9es, qu&#039;il s&#039;agisse de campagnes contextuelles ou de campagnes par emplacements g\u00e9r\u00e9es, les moins performantes en fonction de nos objectifs.<\/p>\n<p>L&#039;exclusion de cat\u00e9gories est assez simple \u00e0 r\u00e9aliser et la valeur d&#039;optimisation qu&#039;elle peut apporter \u00e0 nos campagnes sur le R\u00e9seau Display est tr\u00e8s \u00e9lev\u00e9e. Il n&#039;y a donc aucune raison de ne pas exclure des cat\u00e9gories si nous diffusons des campagnes sur le R\u00e9seau Display.<\/p>\n<p><strong>D&#039;ACCORD! Mais comment voir quelles cat\u00e9gories dois-je exclure?<\/strong><\/p>\n<p>Les cat\u00e9gories les moins performantes peuvent \u00eatre exclues en suivant les 4 \u00e9tapes suivantes:<\/p>\n<p><strong>1) <\/strong>Acc\u00e9dez \u00e0 l&#039;onglet &quot;R\u00e9seau Display&quot; de la campagne qui nous int\u00e9resse.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1761\" title=\"r\u00e9seau d&#039;affichage 1\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-1.jpg\" alt=\"exclusion de cat\u00e9gorie\" width=\"973\" height=\"266\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-1.jpg 973w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-1-820x224.jpg 820w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-1-300x82.jpg 300w\" sizes=\"(max-width: 973px) 100vw, 973px\" \/><\/a><\/p>\n<p><strong>2)<\/strong> Cliquez sur l&#039;option &quot;Exclusions&quot; et s\u00e9lectionnez &quot;Cat\u00e9gories&quot; dans le menu.<\/p>\n<p><strong><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-21.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1765\" title=\"r\u00e9seau d&#039;affichage 2\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-21.jpg\" alt=\"\" width=\"799\" height=\"175\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-21.jpg 799w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-21-300x65.jpg 300w\" sizes=\"(max-width: 799px) 100vw, 799px\" \/><\/a>3)<\/strong> Ensuite, \u00e0 droite, nous verrons une option pour exclure des cat\u00e9gories au niveau de la campagne, nous devons s\u00e9lectionner l&#039;option \u00abAjouter des exclusions\u00bb.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-31.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1768\" title=\"r\u00e9seau d&#039;affichage 3\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-31.jpg\" alt=\"\" width=\"814\" height=\"198\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-31.jpg 814w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-31-300x72.jpg 300w\" sizes=\"(max-width: 814px) 100vw, 814px\" \/><\/a><strong>4) <\/strong>Une fois l&#039;\u00e9tape pr\u00e9c\u00e9dente pr\u00eate, une fen\u00eatre s&#039;ouvrira avec les donn\u00e9es de toutes les cat\u00e9gories de sites Web o\u00f9 nos annonces ont \u00e9t\u00e9 vues et nous pourrons s\u00e9lectionner celles que nous souhaitons exclure.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-41.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1770\" title=\"r\u00e9seau d&#039;affichage 4\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-41.jpg\" alt=\"\" width=\"722\" height=\"415\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-41.jpg 722w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-41-300x172.jpg 300w\" sizes=\"(max-width: 722px) 100vw, 722px\" \/><\/a><\/p>\n<p>Une fois que nous avons s\u00e9lectionn\u00e9 toutes les cat\u00e9gories pr\u00e9sentant de faibles performances pour la campagne, nous cliquons sur \u00abEnregistrer\u00bb et <strong>voila! <\/strong>Nous arr\u00eaterons de diffuser nos annonces sur le R\u00e9seau Display dans ces cat\u00e9gories.<\/p>\n<p>En suivant ces \u00e9tapes simples, nous pouvons en quelques minutes am\u00e9liorer consid\u00e9rablement les performances de nos campagnes sur le R\u00e9seau Display.<\/p>","protected":false},"excerpt":{"rendered":"<p>La Red de Display es amada por unos y odiada por otros, m\u00e1s que nada debido a que para poder optimizarla efectivamente debemos cambiar la mentalidad que utilizamos para optimizar las campa\u00f1as en la Red de B\u00fasqueda. Personalmente pienso en la Red de B\u00fasqueda y en la Red de Display como dos redes totalmente independientes&hellip;<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[14,91],"class_list":["post-1760","post","type-post","status-publish","format-standard","hentry","category-ppc-google-ads","tag-google-adwords","tag-red-de-display"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Optimiza tus campa\u00f1as en la Red de Display: Exclusi\u00f3n de Categor\u00edas - Marketing y Anal\u00edtica Digital<\/title>\n<meta name=\"description\" content=\"Optimiza tus campa\u00f1as en la Red de Display: Exclusi\u00f3n de Categor\u00edas.\" \/>\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\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Optimiza tus campa\u00f1as en la Red de Display: Exclusi\u00f3n de Categor\u00edas - 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