{"id":2676,"date":"2014-02-03T05:00:39","date_gmt":"2014-02-03T08:00:39","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=2676"},"modified":"2014-02-03T03:22:38","modified_gmt":"2014-02-03T06:22:38","slug":"google-adwords-4-tips-para-campanas-moviles","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/fr\/ppc-google-ads\/google-adwords-4-astuces-pour-mobile-sonnettes\/","title":{"rendered":"Google Adwords: 4 conseils pour les campagnes mobiles"},"content":{"rendered":"

Aujourd'hui, il n'est plus n\u00e9cessaire de pr\u00e9ciser que le public cible de pratiquement toutes les entreprises utilise des appareils mobiles dans leur vie quotidienne, mais tirer parti des possibilit\u00e9s offertes par la publicit\u00e9 mobile peut \u00eatre un d\u00e9fi.<\/p>\n

Dans le cas d'Adwords, cela implique d'avoir une strat\u00e9gie tr\u00e8s bien pens\u00e9e qui remplit un objectif sp\u00e9cifique au sein de l'exp\u00e9rience utilisateur.<\/p>\n

1)\u00a0\u00a0 <\/b>Exp\u00e9rience mobile optimis\u00e9e<\/b><\/p>\n

Il est important d'avoir un site Web ou une page de destination qui puisse r\u00e9pondre aux besoins de l'utilisateur mobile.<\/p>\n

Il ne suffit pas que la page de destination soit simplement belle sur l'appareil que l'utilisateur utilise, mais doit prendre en compte son besoin et son objectif au moment o\u00f9 il utilise un appareil mobile.<\/p>\n

Un utilisateur qui navigue \u00e0 partir d'un appareil mobile est moins susceptible de faire un achat ou de remplir un formulaire de contact, normalement la visite \u00e0 partir d'un appareil mobile est une premi\u00e8re \u00e9tape pour obtenir des informations, puis terminer la recherche \u00e0 partir d'un PC.<\/p>\n

\"site<\/a><\/p>\n

 <\/p>\n

Recommandations pour cr\u00e9er une exp\u00e9rience adapt\u00e9e aux mobiles:<\/strong><\/p>\n

- Concentrez tout le contenu de la page de destination dans une seule colonne.<\/p>\n

- Utilisez moins de texte que dans la version pour les appareils de bureau.<\/p>\n

- Utilisez les fonctions Click-To-Call.<\/p>\n

- Utilisez des formulaires de contact plus courts que dans la version de bureau du site Web.<\/p>\n

 <\/p>\n

2)\u00a0\u00a0 <\/b>Pr\u00e9f\u00e9rence de l'appareil<\/b><\/p>\n

Les annonces AdWords disposent de l'option "Pr\u00e9f\u00e9rences relatives aux appareils", qui nous permet de sugg\u00e9rer au syst\u00e8me AdWords que nous pr\u00e9f\u00e9rons diffuser une annonce sp\u00e9cifique sur les appareils mobiles.<\/p>\n

\"Capture<\/a><\/a><\/p>\n

 <\/p>\n

\"Capture<\/a><\/p>\n

Avec l'aide de cette fonction, nous pouvons utiliser diff\u00e9rentes publicit\u00e9s pour nos campagnes mobiles<\/p>\n

Bien que ce ne soit pas la seule m\u00e9thode de contr\u00f4le de distribution qu'Adwords propose pour nos annonces, avec les options limit\u00e9es offertes par les "Campagnes avanc\u00e9es", nous devons utiliser tous les outils \u00e0 notre disposition.<\/p>\n

 <\/p>\n

3)\u00a0\u00a0 <\/b>Ajustement des ench\u00e8res par appareil<\/b><\/p>\n

Le param\u00e8tre Ench\u00e8re par appareil est une option tr\u00e8s utile qui nous permet d'augmenter ou de diminuer notre ench\u00e8re au CPC par d\u00e9faut en fonction de l'appareil \u00e0 partir duquel l'utilisateur nous visite.<\/p>\n

\"Capture<\/a><\/p>\n

Cette option vous permet de r\u00e9duire l'offre pour les appareils mobiles de 100% ou de l'augmenter \u00e0 300%, ce qui nous donne une grande flexibilit\u00e9 dans la gestion de nos offres CPC.<\/p>\n

Si vous ne disposez pas d'une page de destination adapt\u00e9e aux mobiles, la meilleure chose \u00e0 faire pour le moment est peut-\u00eatre d'utiliser un param\u00e8tre d'ench\u00e8res pour mobile de "-100%", c'est-\u00e0-dire de ne pas faire de publicit\u00e9 sur les appareils mobiles.<\/p>\n

Il est important de noter que si vous utilisez l'Optimiseur de conversion, vous ne pourrez pas utiliser les ajustements de l'offre par appareil.<\/p>\n

Si l'Optimiseur de conversion fait partie int\u00e9grante de votre strat\u00e9gie, la cr\u00e9ation d'une exp\u00e9rience mobile optimis\u00e9e est une tr\u00e8s haute priorit\u00e9, car vous ne pourrez pas \u00e9viter de g\u00e9n\u00e9rer du trafic \u00e0 partir de ces appareils.<\/p>\n

 <\/p>\n

4)\u00a0\u00a0 <\/b>Extensions d'appel<\/b><\/p>\n

Les extensions d'appel permettent aux utilisateurs d'appareils mobiles de contacter facilement l'annonceur d'un simple toucher et directement \u00e0 partir de la page de r\u00e9sultats de recherche.<\/p>\n


\n<\/a> \"extensions<\/a><\/p>\n

En r\u00e8gle g\u00e9n\u00e9rale, la plupart des annonceurs ayant des entreprises locales cherchent principalement \u00e0 g\u00e9n\u00e9rer des appels t\u00e9l\u00e9phoniques via leurs annonces sur le r\u00e9seau de recherche.<\/p>\n

Pour cette raison, il est important d'afficher le num\u00e9ro de t\u00e9l\u00e9phone de l'annonceur dans toutes les instances de navigation de l'utilisateur.<\/p>\n

Le co\u00fbt d'un clic sur une extension d'appel est \u00e9gal au co\u00fbt d'un clic sur l'annonce, il n'y a donc vraiment aucune raison de ne pas utiliser cet outil dans nos annonces si nous cherchons \u00e0 g\u00e9n\u00e9rer des contacts t\u00e9l\u00e9phoniques.<\/p>\n

Pour cr\u00e9er des extensions d'appel, nous devons aller dans "Extensions d'annonces", puis s\u00e9lectionner "Afficher: Extensions d'appel".<\/p>\n

\"Capture<\/a><\/p>\n

Tirer le meilleur parti de nos campagnes mobiles est sans aucun doute un d\u00e9fi tr\u00e8s int\u00e9ressant pour 2014. Comment abordez-vous votre strat\u00e9gie mobile?<\/p>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

Hoy en d\u00eda ya no es necesario aclarar que el p\u00fablico objetivo de pr\u00e1cticamente cualquier negocio utiliza dispositivos m\u00f3viles en su vida cotidiana, sin embargo aprovechar las posibilidades que ofrece la publicidad mo\u00f3vil puede resultar todo un desaf\u00edo. En el caso de Adwords, esto implica tener una estrategia muy bien pensada que cumpla un prop\u00f3sito…<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[14,114],"class_list":["post-2676","post","type-post","status-publish","format-standard","hentry","category-ppc-google-ads","tag-google-adwords","tag-mobile"],"aioseo_notices":[],"yoast_head":"\nGoogle Adwords: 4 Tips para Campa\u00f1as M\u00f3viles - Marketing y Anal\u00edtica Digital<\/title>\n<meta name=\"description\" content=\"4 tips para optimizar tus campa\u00f1as m\u00f3viles en 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\/ppc-google-ads\/google-adwords-4-astuces-pour-mobile-sonnettes\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Adwords: 4 Tips para Campa\u00f1as M\u00f3viles - 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