Par exemple, un utilisateur recherche sur Google \u00aboutil de r\u00e9f\u00e9rencement\u00bb, c'est-\u00e0-dire outils de r\u00e9f\u00e9rencement, en espagnol.\u00a0![\"\"](\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2018\/11\/image10-3.png\")
<\/p>\n
De cette fa\u00e7on, lorsque l'utilisateur re-cherche sur le sujet pour obtenir plus d'informations, nous pouvons lui montrer \u00e0 nouveau une annonce avec une ench\u00e8re int\u00e9ressante et une possibilit\u00e9 plus \u00e9lev\u00e9e de la rapporter pour moins d'argent que ce qui a \u00e9t\u00e9 pay\u00e9 pour s\u00e9curiser le premier clic.<\/p>\n
Il existe deux m\u00e9thodes courantes pour mettre en \u0153uvre des listes de remarketing dans une strat\u00e9gie d'annonces sur le R\u00e9seau de Recherche:<\/p>\n
- \n
- Optimiser et augmenter les ench\u00e8res pour le mot avec lequel l'utilisateur a \u00e9t\u00e9 attir\u00e9 lors de la premi\u00e8re visite. Par exemple: augmenter les ench\u00e8res de 50% pour "Outil SEO".<\/li>\n
- Ench\u00e9rissez sur des mots cl\u00e9s qui n'ont jamais \u00e9t\u00e9 cibl\u00e9s auparavant. Par exemple, des termes plus larges. Les annonces ne seront diffus\u00e9es qu'aux utilisateurs de votre liste de remarketing qui recherchent ces mots, et non \u00e0 tous les utilisateurs qui effectuent cette recherche.<\/li>\n<\/ol>\n
Pourquoi le remarketing sur le R\u00e9seau de Recherche est-il meilleur que le remarketing sur le R\u00e9seau Display?<\/p>\n
Le remarketing display est tr\u00e8s courant, c'est l'option de base \u00e0 mettre en \u0153uvre. Cependant, il comporte des lacunes qui peuvent affecter les avantages que nous pouvons tirer de notre budget.<\/p>\n
Tout d'abord, nous pourrions mentionner les bloqueurs de publicit\u00e9: Malheureusement, il s'agit d'une tendance \u00e0 la hausse, selon Statista, son utilisation correspond aujourd'hui \u00e0 30% d'internautes aux \u00c9tats-Unis. Sur les march\u00e9s d'Am\u00e9rique latine, son utilisation n'est peut-\u00eatre pas aussi r\u00e9pandue, mais elle ne l'est pas moins et il ne serait pas surprenant qu'elle augmente progressivement \u00e0 l'avenir.<\/p>\n
Deuxi\u00e8mement, il y a la soi-disant \u00abc\u00e9cit\u00e9 des banni\u00e8res\u00bb ou la c\u00e9cit\u00e9 des banni\u00e8res. Les publicit\u00e9s sont devenues si invasives que les utilisateurs les ignorent compl\u00e8tement. C'est l\u00e0 qu'entre en jeu le remarketing pour la recherche (RLSA). Avec cet outil, il n'y a pas de pop-ups intrusifs.<\/p>\n
Voici comment il est mis en \u0153uvre:<\/p>\n
Nous devons d'abord nous assurer que la balise de remarketing est install\u00e9e sur notre site Web. Cela peut \u00eatre v\u00e9rifi\u00e9 dans Google Tag Manager. Sinon, il peut \u00eatre rapidement install\u00e9 dans la section "Gestionnaire d'audience" situ\u00e9e dans le tableau de bord Google Ads.<\/p>\n
![\"\"](\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2018\/12\/Captura-de-pantalla-2018-12-20-a-las-14.40.16-1024x379.png\" "\\"remarketing")
<\/p>\nEnsuite, il faut s\u00e9lectionner l'onglet "Sources d'audience".<\/p>\n
![\"\"](\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2018\/12\/remarketing-en-busqueda-2-1024x397.png\")
<\/p>\nLa balise Google Ads peut \u00eatre facilement copi\u00e9e et coll\u00e9e, ou le code \u00e0 envoyer par e-mail pour \u00eatre install\u00e9 sur le site Web.<\/p>\n
Maintenant que la balise est install\u00e9e, les listes de remarketing peuvent \u00eatre install\u00e9es dans les r\u00e9sultats de recherche.<\/p>\n
Pour cela, nous pouvons configurer une nouvelle campagne ou utiliser une campagne existante.<\/p>\n
Une fois que nous avons cr\u00e9\u00e9 cette nouvelle campagne, nous devons aller dans la section "Audiences".<\/p>\n
![\"\"](\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2018\/12\/remarketing-en-busqueda-3-1024x587.png\")
<\/p>\nL\u00e0, nous avons deux options:<\/p>\n
- \n
- Ciblage: garantit que l'annonce ne sera diffus\u00e9e qu'aux utilisateurs de la liste de remarketing dans les r\u00e9sultats de recherche.<\/li>\n
- Observation: segmentez les membres de la liste ainsi que ceux qui n'ont pas encore visit\u00e9 le site. C'est une combinaison plus large qui vous permet de couvrir plus d'utilisateurs.<\/li>\n<\/ol>\n
Pour une campagne de reciblage sp\u00e9cifique, je sugg\u00e8re d'utiliser l'option 1, cela nous permet d'\u00eatre plus pr\u00e9cis avec le message \u00e0 communiquer.<\/p>\n
Dans la section "Audiences", nous devons s\u00e9lectionner "Comment ils ont interagi avec votre entreprise".<\/p>\n
![\"\"](\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2018\/12\/Remarketing-en-busqueda-4-1024x132.png\")
<\/p>\nIci, nous devons s\u00e9lectionner les options pour chaque liste de remarketing que nous voulons inclure dans l'audience.<\/p>\n
Apr\u00e8s cela, nous pouvons sauvegarder notre liste. Les avez-vous d\u00e9j\u00e0 utilis\u00e9s? Parlez nous de votre exp\u00e9rience.<\/p>","protected":false},"excerpt":{"rendered":"
La mayor\u00eda de los usuarios suele utilizar remarketing en la Red de Display para todos los usuarios que visitaron un sitio web, porque es f\u00e1cil de implementar y por lo general suele tener un rendimiento positivo. Sin embargo hoy quisiera hablar de las listas de remarketing para b\u00fasqueda de Google Ads. \u00bfC\u00f3mo funciona? Las listas…<\/p>","protected":false},"author":1,"featured_media":3910,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-3908","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc-google-ads"],"aioseo_notices":[],"yoast_head":"\n
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