{"id":2259,"date":"2013-12-31T13:53:13","date_gmt":"2013-12-31T16:53:13","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=2259"},"modified":"2013-12-31T13:53:13","modified_gmt":"2013-12-31T16:53:13","slug":"google-adwords-2013","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/fr\/ppc-google-ads\/google-adwords-2013\/","title":{"rendered":"Google Adwords: les changements les plus importants de 2013"},"content":{"rendered":"<p>Cette ann\u00e9e a apport\u00e9 de nombreuses nouvelles dans le monde du PPC et la v\u00e9rit\u00e9 est que m\u00eame en travaillant \u00e0 plein temps avec des comptes AdWords, il est difficile de maintenir 100% \u00e0 jour.<\/p>\n<p>Voici donc un r\u00e9sum\u00e9 des changements que je consid\u00e8re comme les plus importants en 2013.<\/p>\n<p><b>1) Campagnes avanc\u00e9es<\/b><\/p>\n<p>Sans aucun doute, les campagnes avanc\u00e9es remportent le prix du changement le plus important de l&#039;ann\u00e9e, car elles ont litt\u00e9ralement affect\u00e9 tous les comptes.<\/p>\n<p>Ce changement a \u00e9t\u00e9 tr\u00e8s controvers\u00e9 \u00e0 l&#039;\u00e9poque pour \u00e9liminer plusieurs options de segmentation et parier sur une approche plus int\u00e9grative en termes d&#039;appareils. Par exemple, vous ne pouvez pas planifier ind\u00e9pendamment pour les tablettes et les appareils de bureau.<\/p>\n<p>Les opinions sur ce changement varient consid\u00e9rablement, de ceux qui l&#039;accueillent \u00e0 bras ouverts et voient de meilleurs r\u00e9sultats qu&#039;auparavant \u00e0 ceux qui pr\u00e9f\u00e8rent remonter le temps.<\/p>\n<p>Au-del\u00e0 de cela, les campagnes avanc\u00e9es sont l\u00e0 pour rester et nous devons tirer le meilleur parti des options utiles qu&#039;elles offrent.<\/p>\n<p>&nbsp;<\/p>\n<p><b>2) Nouvelle formule de classement des annonces<\/b><\/p>\n<p>Apr\u00e8s de nombreuses ann\u00e9es, Google d\u00e9cide d&#039;apporter une modification importante \u00e0 sa formule de classement des annonces, c&#039;est-\u00e0-dire la formule par laquelle la position des annonces pour une ench\u00e8re donn\u00e9e est d\u00e9cid\u00e9e.<\/p>\n<p>La nouvelle formule tient particuli\u00e8rement compte de l&#039;utilisation des extensions d&#039;annonces, car leur impact attendu contribue en points au classement de nos annonces.<\/p>\n<p>Aujourd&#039;hui, il est tr\u00e8s important de profiter de toutes les extensions d&#039;annonces pertinentes pour nos campagnes, afin d&#039;am\u00e9liorer notre position moyenne et de montrer aux utilisateurs des annonces plus compl\u00e8tes.<\/p>\n<p>&nbsp;<\/p>\n<p><b>3) Suivi des conversions hors ligne<\/b><\/p>\n<p>Un probl\u00e8me que les annonceurs qui cl\u00f4turent leurs ventes hors ligne et n&#039;utilisent qu&#039;Adwords pour g\u00e9n\u00e9rer les prospects correspondants ont toujours rencontr\u00e9 est de pouvoir attribuer les ventes r\u00e9alis\u00e9es \u00e0 des campagnes et des mots cl\u00e9s sp\u00e9cifiques.<\/p>\n<p>La qualit\u00e9 d&#039;un prospect peut varier consid\u00e9rablement en fonction du r\u00e9seau, de l&#039;appareil et du mot-cl\u00e9 dont il provient, il est donc important de mesurer non seulement le co\u00fbt par conversion, mais \u00e9galement le co\u00fbt par vente finale.<\/p>\n<p>Je recommande l&#039;article suivant pour plus d&#039;informations sur le fonctionnement du suivi des conversions hors ligne: <a href=\"https:\/\/guillermopareja.com\/fr\/ppc-google-ads\/importer-des-conversions-hors-connexion-dans-adwords\/\">Importer des conversions hors ligne dans AdWords<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><b>4) Liens du site avec description<\/b><\/p>\n<p>L&#039;un des changements les plus int\u00e9ressants effectu\u00e9s avec les extensions d&#039;annonces et qui va de pair avec les changements effectu\u00e9s dans la formule du classement des annonces, est la possibilit\u00e9 d&#039;inclure une description dans nos liens de site.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2260\" alt=\"extensions d&#039;annonces\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2013\/12\/extensiones-de-anuncios.png\" width=\"600\" height=\"360\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2013\/12\/extensiones-de-anuncios.png 600w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2013\/12\/extensiones-de-anuncios-300x180.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Il est int\u00e9ressant de r\u00e9fl\u00e9chir \u00e0 ce que 2014 nous apportera, quelles seront selon vous les surprises qui nous attendent en cette nouvelle ann\u00e9e?<\/p>","protected":false},"excerpt":{"rendered":"<p>Este a\u00f1o trajo muchas novedades en el mundo del PPC y la verdad es que inclusive trabajando a tiempo completo con cuentas de Adwords se hace dif\u00edcil mantenerse 100% al d\u00eda. As\u00ed que ac\u00e1 va un resumen de los cambios que considero m\u00e1s importantes en este 2013. 1) Campa\u00f1as Avanzadas Sin dudas las Campa\u00f1as Avanzadas&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":[],"class_list":["post-2259","post","type-post","status-publish","format-standard","hentry","category-ppc-google-ads"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google Adwords: Los cambios m\u00e1s importantes del 2013 - Marketing y Anal\u00edtica Digital<\/title>\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\/google-adwords-2013\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Adwords: Los cambios m\u00e1s importantes del 2013 - Marketing y Anal\u00edtica Digital\" \/>\n<meta property=\"og:description\" content=\"Este a\u00f1o trajo muchas novedades en el mundo del PPC y la verdad es que inclusive trabajando a tiempo completo con cuentas de Adwords se hace dif\u00edcil mantenerse 100% al d\u00eda. 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