{"id":3170,"date":"2014-09-22T04:51:53","date_gmt":"2014-09-22T07:51:53","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=3170"},"modified":"2014-09-22T10:59:55","modified_gmt":"2014-09-22T13:59:55","slug":"adwords-como-crear-una-estructura-de-cuenta-perfecta","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/fr\/ppc-google-ads\/adwords-comment-creer-une-structure-de-compte-parfaite\/","title":{"rendered":"AdWords: comment cr\u00e9er une structure de compte parfaite"},"content":{"rendered":"<p>D\u00e9sol\u00e9 de vous d\u00e9cevoir si vous esp\u00e9riez trouver une recette \u00abX \u00e9tapes faciles\u00bb pour cr\u00e9er une structure de compte id\u00e9ale, la r\u00e9alit\u00e9 est que <strong>N&#039;EXISTE PAS<\/strong> une seule fa\u00e7on de cr\u00e9er des campagnes AdWords efficaces, pas m\u00eame une mani\u00e8re \u00abparfaite\u00bb ou id\u00e9ale.<\/p>\n<p>Bien qu&#039;il y ait certains d\u00e9tails que nous devons toujours prendre en compte lors de la structuration d&#039;un compte:<\/p>\n<p><b>1)<\/b> Faciliter le contr\u00f4le et la r\u00e9partition du budget en fonction des performances.<\/p>\n<p><b>2) <\/b>Segmentez le mieux possible en fonction des besoins du compte.<\/p>\n<p><b>3) <\/b>Maintenez une relation \u00e9troite entre les mots cl\u00e9s et le contenu publicitaire.<\/p>\n<p>La r\u00e9alit\u00e9 est qu&#039;il existe mille et une fa\u00e7ons de structurer les campagnes que nous utiliserons dans le compte, celle qui nous convient le mieux d\u00e9pendra de nos objectifs commerciaux et de nos ressources.<\/p>\n<p>Pour d\u00e9terminer quelle serait la meilleure structure de compte pour notre entreprise lorsque vous d\u00e9marrez avec AdWords, nous devons nous poser les 3 questions suivantes:<\/p>\n<p><b>1) Quel budget vais-je utiliser?<\/b><\/p>\n<p>Dans le cas de petits budgets, avoir une tr\u00e8s grande structure de compte avec des dizaines de campagnes peut \u00eatre contre-productif lorsqu&#039;il s&#039;agit de distribuer les budgets quotidiens, donc avoir moins de campagnes peut nous aider \u00e0 travailler plus efficacement.<\/p>\n<p>Cependant, dans les campagnes \u00e0 gros budget, il est fou de ne pas segmenter au maximum la structure de campagne du compte, car cela nous permettra une plus grande flexibilit\u00e9 lors de la r\u00e9partition du budget quotidien total entre eux en fonction de leurs performances.<\/p>\n<p><b>2) Combien de temps puis-je consacrer \u00e0 l&#039;optimisation?<\/b><\/p>\n<p>Si pour diverses raisons nous n&#039;avons pas beaucoup de temps pour optimiser les campagnes, une structure simple nous aidera \u00e0 ne pas perdre de temps sur les petits d\u00e9tails et \u00e0 nous concentrer sur la vue d&#039;ensemble des performances de nos campagnes.<\/p>\n<p>Dans le cas o\u00f9 nous aurions beaucoup de temps \u00e0 consacrer \u00e0 un compte, l&#039;id\u00e9al est de cr\u00e9er une structure de campagne qui permette d&#039;optimiser m\u00eame les plus petites variables. De cette fa\u00e7on, nous pourrons optimiser les campagnes avec une pr\u00e9cision laser et presser le plus de jus possible.<\/p>\n<p><b>3) Selon quels crit\u00e8res vais-je segmenter les campagnes?<\/b><\/p>\n<p>La d\u00e9finition d&#039;un crit\u00e8re de segmentation de campagne est essentielle et d\u00e9pendra exclusivement du mod\u00e8le commercial de l&#039;annonceur, en voici quelques exemples:<\/p>\n<p>- Cat\u00e9gorie de produit \/ service<\/p>\n<p>- Intention de recherche<\/p>\n<p>- Zone g\u00e9ographique (pays, provinces, villes, etc.)<\/p>\n<p>- Type de match<\/p>\n<p>Une fois les crit\u00e8res de segmentation s\u00e9lectionn\u00e9s, il est tr\u00e8s important d&#039;utiliser une nomenclature unifi\u00e9e pour les noms de toutes nos campagnes afin de pouvoir analyser facilement les performances de notre compte.<\/p>\n<p>Nous pouvons conclure en disant que tous les chemins m\u00e8nent \u00e0 Rome et qu&#039;il n&#039;y a pas de moyen unique de cr\u00e9er nos campagnes, mais nous devons regarder les objectifs commerciaux de l&#039;annonceur et nous demander quelle serait la mani\u00e8re la plus pratique de les atteindre.<\/p>","protected":false},"excerpt":{"rendered":"<p>Lamento decepcionar si esperabas encontrar una receta de \u00abX sencillos pasos\u00bb para crear una estructura de cuenta ideal, la realidad es que NO EXISTE una sola forma de crear campa\u00f1as efectivas de AdWords ni mucho menos una forma \u00abperfecta\u00bb o ideal. Si bien hay algunos detalles que siempre debemos tener en cuenta al estructurar una&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":[121,14],"class_list":["post-3170","post","type-post","status-publish","format-standard","hentry","category-ppc-google-ads","tag-estructura-de-cuenta","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>AdWords: C\u00f3mo crear una Estructura de Cuenta Perfecta<\/title>\n<meta name=\"description\" content=\"Consejos para crear una cuenta de Google AdWords efectiva y de buen rendimiento.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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