{"id":1808,"date":"2012-12-31T22:29:33","date_gmt":"2013-01-01T01:29:33","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=1808"},"modified":"2012-12-31T22:29:33","modified_gmt":"2013-01-01T01:29:33","slug":"las-4-novedades-mas-interesantes-de-google-adwords-en-el-2012","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/fr\/ppc-google-ads\/les-4-nouvelles-les-plus-interessantes-de-google-adwords-en-2012\/","title":{"rendered":"Les 4 actualit\u00e9s les plus int\u00e9ressantes de Google Adwords en 2012"},"content":{"rendered":"<p>Cette ann\u00e9e 2012 a \u00e9t\u00e9 marqu\u00e9e par de nombreuses surprises de toutes sortes, en ce qui concerne Adwords en particulier, nous avons vu de nombreuses nouvelles fonctionnalit\u00e9s et outils, ainsi qu&#039;une meilleure int\u00e9gration avec Google Analytics.<\/p>\n<p>Personnellement, je trouve que ce sont les 4 nouvelles les plus int\u00e9ressantes de Google Adwords en 2012.<\/p>\n<p><strong>1) Importez les donn\u00e9es Analytics dans Adwords<\/strong><\/p>\n<p>Selon le type d&#039;annonceur, dans de nombreux cas, les donn\u00e9es sur le comportement des utilisateurs dans Analytics peuvent \u00eatre tr\u00e8s utiles lors de l&#039;estimation des r\u00e9sultats des campagnes AdWords.<\/p>\n<p>Cela est particuli\u00e8rement vrai dans les cas o\u00f9 les annonceurs ne vendent pas leurs produits directement en ligne ou dans le cas des \u00e9diteurs qui commercialisent des espaces publicitaires sur leurs sites Web.<\/p>\n<p>L&#039;importation de donn\u00e9es Google Analytics permet de rationaliser le processus d&#039;analyse des performances des mots cl\u00e9s pour les principales mesures suivantes, telles que:<\/p>\n<p>- Taux de rebond<\/p>\n<p><strong><\/strong>- Pages par visite<\/p>\n<p><strong><\/strong>- Dur\u00e9e moyenne de la visite<\/p>\n<p>- Pourcentage de nouvelles visites<\/p>\n<p>Nous pouvons m\u00eame automatiser l&#039;optimisation des mots cl\u00e9s en cr\u00e9ant des r\u00e8gles automatis\u00e9es qui modifient les ench\u00e8res au CPC en fonction des performances comportementales des visites pour un mot cl\u00e9 donn\u00e9.<\/p>\n<p>Pour importer des donn\u00e9es Google Analytics, les deux comptes doivent d&#039;abord \u00eatre associ\u00e9s.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1810\" title=\"Google Analytics\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics.jpg\" alt=\"\" width=\"332\" height=\"154\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics.jpg 332w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-300x139.jpg 300w\" sizes=\"(max-width: 332px) 100vw, 332px\" \/><\/a><\/p>\n<p>Une fois les comptes li\u00e9s, nous devons ajouter les colonnes \u00e0 nos rapports pour afficher les donn\u00e9es import\u00e9es.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1811\" title=\"google analytics 2\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-2.jpg\" alt=\"\" width=\"1000\" height=\"195\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-2.jpg 1000w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-2-820x160.jpg 820w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-2-300x58.jpg 300w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><\/p>\n<p><strong>2) Signaler les requ\u00eates de recherche<\/strong><\/p>\n<p>Auparavant, lors de la cr\u00e9ation d&#039;un rapport sur les termes de recherche pour un groupe d&#039;annonces ou une campagne en particulier, la question se posait toujours de savoir quel mot cl\u00e9 \u00e9tait d\u00e9clench\u00e9 par ce terme de recherche.<\/p>\n<p>Ces donn\u00e9es sont tr\u00e8s utiles lors de l&#039;optimisation de nos mots cl\u00e9s.<\/p>\n<p>Pour ce faire, il suffit d&#039;aller dans le rapport sur les termes de recherche et d&#039;ajouter la colonne &quot;Mot cl\u00e9&quot;.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/atributo-palabras-clave.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1813\" title=\"attribut de mots-cl\u00e9s\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/atributo-palabras-clave.jpg\" alt=\"\" width=\"534\" height=\"251\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/atributo-palabras-clave.jpg 534w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/atributo-palabras-clave-300x141.jpg 300w\" sizes=\"(max-width: 534px) 100vw, 534px\" \/><\/a><\/p>\n<p>Une fois la nouvelle colonne ajout\u00e9e, nous devrions voir quels \u00e9taient les mots-cl\u00e9s qui ont \u00e9t\u00e9 activ\u00e9s par chaque terme de recherche en particulier.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/terminos-de-busqueda-palabras-clave.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-1815\" title=\"termes de recherche mots-cl\u00e9s\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/terminos-de-busqueda-palabras-clave-1024x169.jpg\" alt=\"\" width=\"620\" height=\"102\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/terminos-de-busqueda-palabras-clave-1024x169.jpg 1024w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/terminos-de-busqueda-palabras-clave-820x136.jpg 820w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/terminos-de-busqueda-palabras-clave-300x49.jpg 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/terminos-de-busqueda-palabras-clave.jpg 1074w\" sizes=\"(max-width: 620px) 100vw, 620px\" \/><\/a><\/p>\n<p><strong>3) Cr\u00e9ation de listes de remarketing \u00e0 partir d&#039;Analytics<\/strong><\/p>\n<p>Lors du lancement initial du remarketing pour Google Adwords, une t\u00e2che tr\u00e8s fastidieuse \u00e9tait la mise en \u0153uvre correcte de diff\u00e9rentes balises de code pour chaque liste que nous voulions cr\u00e9er.<\/p>\n<p>Cela est devenu plus facile lorsque la m\u00e9thodologie d&#039;utilisation d&#039;une seule balise de code a \u00e9t\u00e9 mise en \u0153uvre, cr\u00e9ant les diff\u00e9rentes listes simplement en entrant une URL.<\/p>\n<p>Le remarketing a ensuite fait un saut au \u00abniveau sup\u00e9rieur\u00bb en permettant la g\u00e9n\u00e9ration de listes \u00e0 partir de Google Analytics, ce qui permet actuellement de cr\u00e9er des listes non seulement bas\u00e9es sur les pages du site Web qui ont \u00e9t\u00e9 visit\u00e9es par un utilisateur mais aussi sur des m\u00e9triques comportementales, des objectifs Analytics et des filtres personnalis\u00e9s.<\/p>\n<p>Cela nous aide certainement encore plus \u00e0 transmettre le bon message au bon public.<\/p>\n<p>Pour cr\u00e9er les listes de remarketing, nous devons avoir un acc\u00e8s administrateur au compte et acc\u00e9der \u00e0 l&#039;onglet &quot;Administrateur&quot;, puis s\u00e9lectionner l&#039;option &quot;Listes de remarketing&quot;.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-1818\" title=\"remarketing google analytics\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-1024x244.jpg\" alt=\"\" width=\"620\" height=\"147\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-1024x244.jpg 1024w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-820x195.jpg 820w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-300x71.jpg 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing.jpg 1095w\" sizes=\"(max-width: 620px) 100vw, 620px\" \/><\/a><\/p>\n<p>Une fois sur place, nous pouvons cr\u00e9er des listes de remarketing selon nos sp\u00e9cifications, en utilisant uniquement le code Google Analytics que nous aurions d\u00e9j\u00e0 d\u00fb impl\u00e9menter sur notre site Web.<\/p>\n<p style=\"text-align: center;\"><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1819\" title=\"remarketing google analytics 2\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-2.jpg\" alt=\"\" width=\"422\" height=\"419\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-2.jpg 704w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-2-150x150.jpg 150w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-2-300x297.jpg 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-2-100x100.jpg 100w\" sizes=\"(max-width: 422px) 100vw, 422px\" \/><\/a><\/p>\n<p><strong>4) Extensions d&#039;annonces de communication<\/strong><\/p>\n<p>Les \u00abextensions de communication\u00bb ou \u00abextensions de communication\u00bb sont arriv\u00e9es en fin d&#039;ann\u00e9e et sont actuellement en version b\u00eata, ce qui limite actuellement leur utilisation \u00e0 un petit nombre d&#039;annonceurs.<\/p>\n<p>Ces extensions permettent d&#039;ajouter un champ o\u00f9 les utilisateurs peuvent renseigner une adresse e-mail pour recevoir plus d&#039;informations, d&#039;offres, etc.<\/p>\n<p>En gros, c&#039;est une machine pour g\u00e9n\u00e9rer des leads sans m\u00eame que les utilisateurs aient \u00e0 entrer sur la landing page!<\/p>\n<p>M\u00eame si l&#039;utilisateur est connect\u00e9 \u00e0 un compte Google, lors de l&#039;ex\u00e9cution de la recherche, le formulaire est rempli automatiquement, cela g\u00e9n\u00e8re des contacts de qualit\u00e9 \u00e0 un co\u00fbt tr\u00e8s faible.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-adwords-communication-ad-extensions.gif\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1821\" title=\"extensions d&#039;annonces de communication google-adwords\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-adwords-communication-ad-extensions.gif\" alt=\"\" width=\"564\" height=\"370\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-adwords-communication-ad-extensions.gif 564w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-adwords-communication-ad-extensions-300x196.gif 300w\" sizes=\"(max-width: 564px) 100vw, 564px\" \/><\/a><\/p>\n<p>J&#039;oublie peut-\u00eatre plusieurs d\u00e9tails importants, donc si vous pouvez penser \u00e0 des outils, des fonctions, des donn\u00e9es, etc. qui ont \u00e9t\u00e9 ajout\u00e9s \u00e0 Adwords en 2012 n&#039;h\u00e9sitez pas \u00e0 commenter!<\/p>\n<p>En revanche, esp\u00e9rons que 2013 nous r\u00e9serve autant de surprises que 2012, bonne ann\u00e9e!<\/p>","protected":false},"excerpt":{"rendered":"<p>Este a\u00f1o 2012 vino con muchas sorpresas de todo tipo, en lo que respecta a Adwords espec\u00edficamente vimos muchas nuevas funcionalidades y herramientas, as\u00ed tambi\u00e9n como una mayor integraci\u00f3n con Google Analytics. Personalmente encuentro que estas fueron las 4 novedades m\u00e1s interesantes de Google Adwords en el 2012. 1)\u00a0Importar datos de Analytics en Adwords Dependiendo&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],"class_list":["post-1808","post","type-post","status-publish","format-standard","hentry","category-ppc-google-ads","tag-google-adwords"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Las 4 novedades m\u00e1s interesantes de Google Adwords en el 2012 - Marketing y Anal\u00edtica Digital<\/title>\n<meta name=\"description\" content=\"Las 4 novedades m\u00e1s interesantes de Google Adwords en el 2012.\" \/>\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\/as-4-noticias-mais-interessantes-do-google-adwords-em-2012\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Las 4 novedades m\u00e1s interesantes de Google Adwords en el 2012 - 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