{"id":4741,"date":"2020-06-10T12:42:25","date_gmt":"2020-06-10T15:42:25","guid":{"rendered":"https:\/\/guillermopareja.com\/?p=4741"},"modified":"2020-06-17T01:08:26","modified_gmt":"2020-06-17T04:08:26","slug":"mejoras-medicion-conversiones-plataforma-anuncios-microsoft","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/ameliorations-mesure-conversions-plateforme-annonces-microsoft\/","title":{"rendered":"Am\u00e9liorations de la mesure des conversions dans Microsoft Ads"},"content":{"rendered":"<div class=\"wp-block-image\"><figure class=\"alignleft\"><img loading=\"lazy\" decoding=\"async\" width=\"225\" height=\"225\" src=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/06\/microsoft-advertising.png\" alt=\"Am\u00e9liorations de la mesure des conversions Microsoft Ads\" class=\"wp-image-4814\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/06\/microsoft-advertising.png 225w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/06\/microsoft-advertising-150x150.png 150w\" sizes=\"(max-width: 225px) 100vw, 225px\" \/><\/figure><\/div>\n\n\n\n<p style=\"text-align:left\">Microsoft a ajout\u00e9 2 nouvelles fonctionnalit\u00e9s li\u00e9es aux rapports de conversion pour sa plate-forme publicitaire: <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Inclusion des conversions<\/li><li>Conversions post-impression<\/li><\/ul>\n\n\n\n<p>Avec ces dimensions, la plate-forme publicitaire tente d&#039;aider ses annonceurs \u00e0 d\u00e9terminer quels canaux contribuent le mieux \u00e0 leurs efforts de marketing, \u00e0 l&#039;obtention de prospects et \u00e0 des ventes. De la m\u00eame mani\u00e8re, ces fonctions permettent de prendre en compte plusieurs types de conversions \u00e0 utiliser dans les strat\u00e9gies d&#039;ench\u00e8res. <\/p>\n\n\n\n<p><strong>Inclusion des conversions<\/strong><\/p>\n\n\n\n<p>De nombreuses entreprises ne se concentrent plus sur une seule m\u00e9trique, comme la qualit\u00e9 du trafic de leur site ou le ciblage de leur audience, pour d\u00e9terminer le succ\u00e8s d&#039;une conversion. Au contraire, ils configurent des petits \u00e9v\u00e9nements ou des micro conversions, ce qui leur permet de mieux comprendre le parcours consommateur au sein d&#039;un entonnoir de vente. <\/p>\n\n\n\n<p>Ces petits \u00e9v\u00e9nements dans un long cycle de vente peuvent signifier le t\u00e9l\u00e9chargement d&#039;un document ou la participation \u00e0 un webinaire, comme les processus de pr\u00e9vente. C&#039;est ainsi que ce type de conversions suppl\u00e9mentaires peut \u00eatre configur\u00e9 dans le syst\u00e8me automatis\u00e9 de la plateforme publicitaire Microsoft, pour les strat\u00e9gies d&#039;ench\u00e8res. <\/p>\n\n\n\n<p>Les abonnements \u00e0 un webinaire ou \u00e0 un t\u00e9l\u00e9chargement de PDF peuvent \u00eatre des \u00e9v\u00e9nements ou des conversions fr\u00e9quents au cours d&#039;un long cycle de vente. Pour cette raison, le syst\u00e8me Microsoft a ajout\u00e9 ces actions en tant que types de conversion suppl\u00e9mentaires, ce qui vous permet de mieux optimiser la plate-forme publicitaire.<\/p>\n\n\n\n<p>Les annonceurs peuvent \u00e9galement choisir d&#039;effectuer le suivi des conversions suppl\u00e9mentaires, sans les inclure dans les statistiques de conversion totale ou dans les ench\u00e8res automatiques. <\/p>\n\n\n\n<p>Ces statistiques peuvent \u00eatre affich\u00e9es par elles-m\u00eames, ou si l&#039;annonceur souhaite les inclure dans certains cas, il peut choisir des colonnes de statistiques qui sp\u00e9cifient &quot;Toutes les conversions&quot;.<\/p>\n\n\n\n<p><strong>Conversions post-impression<\/strong><\/p>\n\n\n\n<p>La plate-forme publicitaire vous permet de suivre les conversions post-impression des utilisateurs qui ont vu les publicit\u00e9s au sein du r\u00e9seau de sites Microsoft, mais n&#039;ont pas cliqu\u00e9. Cela permet aux annonceurs de mieux comprendre comment le r\u00e9seau de sites de Microsoft fournit des impressions pr\u00e9cieuses, qui contribuent \u00e0 d&#039;\u00e9ventuelles conversions. <\/p>\n\n\n\n<p>Pour ajouter cette fonction, il faudra l&#039;activer dans la nouvelle \u00abfen\u00eatre de conversion post-impression\u00bb, situ\u00e9e dans la zone \u00abobjectifs de conversion\u00bb, que vous trouverez en cliquant sur l&#039;objectif que vous souhaitez int\u00e9grer. <\/p>\n\n\n\n<p>La fen\u00eatre des conversions post-impression vous permet de d\u00e9finir la dur\u00e9e pendant laquelle vous souhaitez mesurer les conversions, car un utilisateur voit une annonce. Ce nombre peut varier en fonction du type de cycle de vente de votre entreprise et de vos marques personnelles, en ce qui concerne la rapidit\u00e9 avec laquelle vos annonces doivent g\u00e9n\u00e9rer une action sur l&#039;utilisateur. Cependant, la plateforme s&#039;appliquera un jour, comme la p\u00e9riode de temps \u00e0 appliquer par d\u00e9faut. <\/p>\n\n\n\n<p>De cette mani\u00e8re, si vous d\u00e9finissez une fen\u00eatre de 7 jours pour les utilisateurs qui voient une annonce mais ne cliquent pas, puis ach\u00e8tent sur votre site via un autre canal, la plate-forme la qualifiera de conversion post-impression. <\/p>\n\n\n\n<p>Les utilisateurs qui cliquent sur une annonce puis reviennent sur le site Web de l&#039;annonceur via le moteur de recherche de Microsoft pour effectuer un achat ne seront pas mesur\u00e9s en conversions post-impression. Cela emp\u00eache cette m\u00e9trique d&#039;\u00eatre compt\u00e9e deux fois. <\/p>\n\n\n\n<p>Vous devez garder \u00e0 l&#039;esprit que la plate-forme affichera uniquement les enregistrements historiques des conversions post-impression \u00e0 partir du moment o\u00f9 cette fonction est lanc\u00e9e. <\/p>\n\n\n\n<p>Ces fonctionnalit\u00e9s de la plate-forme publicitaire Microsoft sont tr\u00e8s importantes, que vous travailliez avec diff\u00e9rents annonceurs ou avec votre propre startup, car un \u00e9l\u00e9ment fondamental de la mesure de vos campagnes consiste \u00e0 savoir \u00e0 quelle action attribuer une conversion. C&#039;est pourquoi je vous recommande de profiter de ces nouvelles dimensions, afin que vous puissiez obtenir une meilleure information de vos campagnes. <\/p>","protected":false},"excerpt":{"rendered":"<p>Microsoft ha a\u00f1adido 2 nuevas funciones relacionadas con los informes de conversi\u00f3n de su plataforma de anuncios: Inclusi\u00f3n de conversiones Conversiones post impresi\u00f3n Con estas dimensiones, la plataforma de anuncios intenta ayudar a sus anunciantes a determinar qu\u00e9 canales contribuyen mejor con sus esfuerzos de marketing, a la hora de obtener prospectos y ventas. De&hellip;<\/p>","protected":false},"author":1,"featured_media":4743,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4741","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mejoras en la medici\u00f3n de conversiones dentro de Microsoft Ads - 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\/le-marketing-numerique\/ameliorations-mesure-conversions-plateforme-annonces-microsoft\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mejoras en la medici\u00f3n de conversiones dentro de Microsoft Ads - Marketing y Anal\u00edtica Digital\" \/>\n<meta property=\"og:description\" content=\"Microsoft ha a\u00f1adido 2 nuevas funciones relacionadas con los informes de conversi\u00f3n de su plataforma de anuncios: Inclusi\u00f3n de conversiones Conversiones post impresi\u00f3n Con estas dimensiones, la plataforma de anuncios intenta ayudar a sus anunciantes a determinar qu\u00e9 canales contribuyen mejor con sus esfuerzos de marketing, a la hora de obtener prospectos y ventas. 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