{"id":4757,"date":"2020-08-12T10:51:37","date_gmt":"2020-08-12T13:51:37","guid":{"rendered":"https:\/\/guillermopareja.com\/?p=4757"},"modified":"2020-08-12T10:51:39","modified_gmt":"2020-08-12T13:51:39","slug":"segmentar-dispositivos-moviles-especificos-facebook-instagram","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/fr\/publicites-facebook\/appareils-mobiles-specifiques-au-segment-facebook-instagram\/","title":{"rendered":"Comment segmenter des appareils mobiles sp\u00e9cifiques sur Facebook et Instagram"},"content":{"rendered":"<p>L&#039;objectif de la segmentation du march\u00e9 est d&#039;identifier les utilisateurs susceptibles d&#039;\u00eatre int\u00e9ress\u00e9s par une offre. De cette mani\u00e8re, des produits tels que l&#039;\u00e9tui de protection d&#039;un certain appareil mobile ne seront pertinents que pour les utilisateurs qui poss\u00e8dent cet appareil.<\/p>\n\n\n\n<p>Pour cette raison, les publicit\u00e9s doivent identifier le mod\u00e8le de t\u00e9l\u00e9phone portable, de tablette ou d&#039;ordinateur que l&#039;utilisateur poss\u00e8de, afin de lui montrer les publicit\u00e9s pertinentes pour les produits dont il dispose.&nbsp; <\/p>\n\n\n\n<p>Pour faciliter la recherche de ces audiences, la plate-forme publicitaire Facebook dispose d&#039;une vari\u00e9t\u00e9 d&#039;options de ciblage bas\u00e9es sur les appareils des utilisateurs, bien qu&#039;il puisse parfois \u00eatre d\u00e9routant de savoir quelles variables choisir pour un sc\u00e9nario donn\u00e9. <\/p>\n\n\n\n<p>Pour cette raison, dans cet article, je couvrirai certaines tactiques de ciblage, en fonction du type d&#039;appareil, avec l&#039;outil Facebook Ads. <\/p>\n\n\n\n<p><strong>Tactique 1: ciblage de l&#039;utilisation des appareils via des emplacements<\/strong><\/p>\n\n\n\n<p>L&#039;option la plus explicite pour cibler des appareils sp\u00e9cifiques est disponible au niveau de l&#039;ensemble d&#039;annonces de l&#039;administrateur dans la section Emplacements:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"599\" height=\"272\" src=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/1-4.png\" alt=\"\" class=\"wp-image-4758\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/1-4.png 599w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/1-4-300x136.png 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/1-4-558x253.png 558w\" sizes=\"(max-width: 599px) 100vw, 599px\" \/><\/figure>\n\n\n\n<p>Une fois configur\u00e9 sur les plateformes sur lesquelles vous souhaitez que votre annonce apparaisse (Facebook, Messenger, Instagram et Audience Network), vous devez entrer l&#039;option &quot;Afficher plus d&#039;options&quot;.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"573\" height=\"372\" src=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/2-2.png\" alt=\"\" class=\"wp-image-4759\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/2-2.png 573w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/2-2-300x195.png 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/2-2-558x362.png 558w\" sizes=\"(max-width: 573px) 100vw, 573px\" \/><\/figure>\n\n\n\n<p>En survolant cette section, vous trouverez la possibilit\u00e9 de modifier les appareils sur lesquels vous souhaitez que votre annonce soit affich\u00e9e.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"560\" height=\"253\" src=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/3-1.png\" alt=\"\" class=\"wp-image-4760\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/3-1.png 560w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/3-1-300x136.png 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/3-1-558x252.png 558w\" sizes=\"(max-width: 560px) 100vw, 560px\" \/><\/figure>\n\n\n\n<p>En cliquant sur le bouton Modifier, une fen\u00eatre d\u00e9roulante s&#039;ouvre dans laquelle vous pouvez s\u00e9lectionner par groupes d&#039;appareils. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"577\" height=\"266\" src=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/4.png\" alt=\"\" class=\"wp-image-4761\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/4.png 577w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/4-300x138.png 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/4-558x257.png 558w\" sizes=\"(max-width: 577px) 100vw, 577px\" \/><\/figure>\n\n\n\n<p>Si vous s\u00e9lectionnez l&#039;une de ces options, par exemple &quot;Appareils Android uniquement&quot;, une zone appara\u00eetra dans laquelle vous pourrez choisir des appareils sp\u00e9cifiques. Dans l&#039;exemple ci-dessous, j&#039;ai commenc\u00e9 \u00e0 taper \u00abSamsung Galaxy s10\u00bb et les options pouvant \u00eatre s\u00e9lectionn\u00e9es sont apparues. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"569\" height=\"381\" src=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/5.png\" alt=\"\" class=\"wp-image-4762\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/5.png 569w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/5-300x201.png 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/5-558x374.png 558w\" sizes=\"(max-width: 569px) 100vw, 569px\" \/><\/figure>\n\n\n\n<p>Vous pouvez choisir plusieurs appareils pour que Facebook y affiche vos publicit\u00e9s, mais certains mod\u00e8les peuvent ne pas \u00eatre disponibles.&nbsp; <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"563\" height=\"176\" src=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/6.png\" alt=\"\" class=\"wp-image-4763\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/6.png 563w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/6-300x94.png 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/6-558x174.png 558w\" sizes=\"(max-width: 563px) 100vw, 563px\" \/><\/figure>\n\n\n\n<p><strong>Exclure les appareils<\/strong><\/p>\n\n\n\n<p>Tout comme vous pouvez choisir certains appareils, vous pouvez \u00e9galement les exclure. Poursuivant notre exemple, nous exclurons certains appareils, au sein du groupe des Smartphones Android. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"559\" height=\"369\" src=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/7.png\" alt=\"\" class=\"wp-image-4764\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/7.png 559w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/7-300x198.png 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/7-558x368.png 558w\" sizes=\"(max-width: 559px) 100vw, 559px\" \/><\/figure>\n\n\n\n<p><strong>Autres options de l&#039;appareil<\/strong><\/p>\n\n\n\n<p>Si vous choisissez d&#039;afficher une annonce dans une cat\u00e9gorie d&#039;appareil sp\u00e9cifique, telle que les smartphones Android, vous avez \u00e9galement la possibilit\u00e9 de d\u00e9finir la gamme de syst\u00e8mes d&#039;exploitation disponibles. Cette option peut \u00eatre importante si, par exemple, vous publiez un type de logiciel qui n&#039;est compatible qu&#039;avec une certaine version du syst\u00e8me d&#039;exploitation de l&#039;appareil.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"571\" height=\"141\" src=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/8.png\" alt=\"\" class=\"wp-image-4765\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/8.png 571w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/8-300x74.png 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/8-558x138.png 558w\" sizes=\"(max-width: 571px) 100vw, 571px\" \/><\/figure>\n\n\n\n<p>N&#039;oubliez pas que vous pouvez \u00e9galement choisir de ne voir votre annonce que par les utilisateurs connect\u00e9s au Wi-Fi. Cette option a plusieurs fonctions, mais l&#039;une d&#039;entre elles est de s&#039;assurer que les utilisateurs ont une meilleure exp\u00e9rience avec votre annonce, lorsque, par exemple, elle a un lien vers un site Web et a donc besoin d&#039;une vitesse de chargement plus \u00e9lev\u00e9e. <\/p>\n\n\n\n<p><strong>Consid\u00e9rations relatives \u00e0 l&#039;utilisation d&#039;emplacements g\u00e9n\u00e9raux<\/strong><\/p>\n\n\n\n<p>Deux choses \u00e0 garder \u00e0 l&#039;esprit lorsque vous utilisez cette option de placement d&#039;annonce:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>En choisissant l&#039;endroit o\u00f9 vos publicit\u00e9s sont affich\u00e9es, vous pouvez choisir qu&#039;elles apparaissent dans la section d&#039;actualit\u00e9s Facebook pour un appareil sp\u00e9cifique et dans la section d&#039;actualit\u00e9s Instagram pour le m\u00eame type d&#039;appareil.<\/li><li>Vous ne pouvez pas cibler des appareils Android sp\u00e9cifiques et des appareils iOS sp\u00e9cifiques dans le m\u00eame ensemble d&#039;annonces. Pour ce faire, vous devez cr\u00e9er des ensembles d&#039;annonces distincts et, dans chacun d&#039;entre eux, s\u00e9lectionner les appareils que vous souhaitez. <\/li><\/ul>\n\n\n\n<p><strong>Option 2: ciblage comportemental<\/strong><\/p>\n\n\n\n<p>Nous savons qu&#039;un utilisateur peut avoir plusieurs appareils. C&#039;est ainsi qu&#039;il est possible de segmenter les personnes qui poss\u00e8dent, par exemple, un certain mod\u00e8le de smartphone, qu&#039;elles l&#039;utilisent ou non lorsqu&#039;elles voient votre annonce. <\/p>\n\n\n\n<p>Facebook propose une cat\u00e9gorie de ciblage qui peut \u00eatre utilis\u00e9e de cette mani\u00e8re pour identifier les utilisateurs qui poss\u00e8dent certains appareils. <\/p>\n\n\n\n<p>Par exemple, si nous commen\u00e7ons \u00e0 taper \u00abSamsung\u00bb dans la zone Segmentation d\u00e9taill\u00e9e, nous pouvons voir comment le crit\u00e8re \u00abPropri\u00e9taires\u00bb appara\u00eet.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"577\" height=\"334\" src=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/9.png\" alt=\"\" class=\"wp-image-4766\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/9.png 577w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/9-300x174.png 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/9-558x323.png 558w\" sizes=\"(max-width: 577px) 100vw, 577px\" \/><\/figure>\n\n\n\n<p>Gardez \u00e0 l&#039;esprit que l&#039;option S10 que nous avons utilis\u00e9e dans l&#039;exemple pr\u00e9c\u00e9dent n&#039;est pas explicitement disponible dans l&#039;option &quot;Propri\u00e9taires&quot;. Au lieu de cela, il n&#039;y a que l&#039;option Galaxy S9 +. <\/p>\n\n\n\n<p>Cependant, Facebook effectue des mises \u00e0 jour occasionnelles pour offrir un meilleur ciblage, donc si vous utilisez cette fonctionnalit\u00e9 r\u00e9guli\u00e8rement, cela vaut la peine de v\u00e9rifier quelles mises \u00e0 jour sont disponibles.&nbsp; <\/p>\n\n\n\n<p>En plus de taper les mots avec lesquels vous souhaitez segmenter, vous pouvez \u00e9galement acc\u00e9der \u00e0 ces groupes via l&#039;option \u00abExplorer\u00bb, puis les crit\u00e8res \u00abComportements\u00bb et enfin en cliquant sur \u00abUtilisateur de l&#039;appareil mobile\u00bb.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"569\" height=\"185\" src=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/10.png\" alt=\"\" class=\"wp-image-4767\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/10.png 569w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/10-300x98.png 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/10-558x181.png 558w\" sizes=\"(max-width: 569px) 100vw, 569px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"550\" height=\"230\" src=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/11.png\" alt=\"\" class=\"wp-image-4768\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/11.png 550w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/11-300x125.png 300w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/><\/figure>\n\n\n\n<p><strong>Option 3: ciblage par centres d&#039;int\u00e9r\u00eat<\/strong> Lorsque vous entrez un mot-cl\u00e9 dans la section Segmentation d\u00e9taill\u00e9e, vous verrez la liste des options qui appara\u00eet dans le menu d\u00e9roulant, o\u00f9 vous pouvez trouver d&#039;autres options qui ne sont pas li\u00e9es \u00e0 la propri\u00e9t\u00e9 de l&#039;appareil.  <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"783\" height=\"323\" src=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/13.png\" alt=\"\" class=\"wp-image-4769\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/13.png 783w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/13-300x124.png 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/13-768x317.png 768w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/13-558x230.png 558w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/05\/13-655x270.png 655w\" sizes=\"(max-width: 783px) 100vw, 783px\" \/><\/figure>\n\n\n\n<p>Remarquez comment Facebook fait r\u00e9f\u00e9rence \u00e0 ces cat\u00e9gories en tant que \u00abcentres d&#039;int\u00e9r\u00eat\u00bb, mais pas en tant que \u00abcomportement\u00bb. D&#039;apr\u00e8s la description, nous pouvons voir que cette segmentation ne provient pas d&#039;utilisateurs qui poss\u00e8dent un Samsung Galaxy, mais au contraire, ils ont interagi avec des pages li\u00e9es \u00e0 ce sujet. <\/p>\n\n\n\n<p><strong>conclusion<\/strong><\/p>\n\n\n\n<p>Ces 3 fa\u00e7ons de segmenter les utilisateurs par type d&#039;appareil vous permettront de mieux d\u00e9finir votre audience en fonction du produit que vous souhaitez communiquer. Je vous recommande de d\u00e9finir l&#039;objectif de votre campagne et quel est le crit\u00e8re qui repr\u00e9sente le mieux votre audience. De la m\u00eame mani\u00e8re, je vous invite \u00e0 essayer diff\u00e9rentes combinaisons d&#039;inclusion et d&#039;exclusion de variables afin que vous ayez un public beaucoup plus sp\u00e9cifique et que vous puissiez ainsi optimiser votre budget. <\/p>","protected":false},"excerpt":{"rendered":"<p>El objetivo de hacer una segmentaci\u00f3n del mercado es identificar a aquellos usuarios que puedan estar interesados en una oferta. De esta forma, productos como la funda protectora de un determinado dispositivo m\u00f3vil, solo ser\u00e1 relevante para los usuarios que sean due\u00f1os de dicho dispositivo. Por esta raz\u00f3n, los anuncios necesitan identificar qu\u00e9 modelo de&hellip;<\/p>","protected":false},"author":1,"featured_media":4770,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[86],"tags":[],"class_list":["post-4757","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook-ads"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>C\u00f3mo segmentar dispositivos m\u00f3viles espec\u00edficos en Facebook e Instagram - 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\/publicites-facebook\/appareils-mobiles-specifiques-au-segment-facebook-instagram\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo segmentar dispositivos m\u00f3viles espec\u00edficos en Facebook e Instagram - Marketing y Anal\u00edtica Digital\" \/>\n<meta property=\"og:description\" content=\"El objetivo de hacer una segmentaci\u00f3n del mercado es identificar a aquellos usuarios que puedan estar interesados en una oferta. De esta forma, productos como la funda protectora de un determinado dispositivo m\u00f3vil, solo ser\u00e1 relevante para los usuarios que sean due\u00f1os de dicho dispositivo. 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