{"id":4786,"date":"2020-09-18T12:27:16","date_gmt":"2020-09-18T15:27:16","guid":{"rendered":"https:\/\/guillermopareja.com\/?p=4786"},"modified":"2020-09-18T12:27:18","modified_gmt":"2020-09-18T15:27:18","slug":"facebook-optimizacion-presupuesto-campana","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/","title":{"rendered":"Facebook annonce que l&#039;utilisation de l&#039;optimisation du budget de campagne n&#039;est plus obligatoire"},"content":{"rendered":"<p>Historiquement, les budgets quotidiens \u00e9taient saisis au niveau de l&#039;ensemble d&#039;annonces Facebook Ads. Cependant, la cr\u00e9ation de cette optimisation du budget de campagne, ou CBO pour son acronyme en anglais (Campaign Budget Optimization), vise \u00e0 d\u00e9placer l&#039;allocation budg\u00e9taire au niveau principal de la campagne, ce qui permet \u00e0 la plateforme de r\u00e9partir l&#039;investissement entre les ensembles d&#039;annonces existants. . <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"553\" height=\"303\" src=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/06\/3.png\" alt=\"\" class=\"wp-image-4787\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/06\/3.png 553w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/06\/3-300x164.png 300w\" sizes=\"(max-width: 553px) 100vw, 553px\" \/><\/figure>\n\n\n\n<p>Les ensembles d&#039;annonces peuvent avoir un plafond de d\u00e9penses pour limiter le montant du budget qui vous est distribu\u00e9.<\/p>\n\n\n\n<figure class=\"wp-block-gallery columns-1 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"553\" height=\"303\" src=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/06\/4.png\" alt=\"\" data-id=\"4788\" data-link=\"https:\/\/guillermopareja.com\/?attachment_id=4788\" class=\"wp-image-4788\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/06\/4.png 553w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/06\/4-300x164.png 300w\" sizes=\"(max-width: 553px) 100vw, 553px\" \/><\/figure><\/li><\/ul><\/figure>\n\n\n\n<p> <\/p>\n\n\n\n<p><strong>Pourquoi la mise en \u0153uvre de CBO est-elle d\u00e9sormais facultative?<\/strong><\/p>\n\n\n\n<p>Comme cela se produit apr\u00e8s toute publicit\u00e9, les sentiments des annonceurs sont partag\u00e9s, certains ayant r\u00e9alis\u00e9 des b\u00e9n\u00e9fices et d&#039;autres non. Bien que les utilisateurs n&#039;aient pas exprim\u00e9 de r\u00e9pugnance \u00e0 l&#039;id\u00e9e d&#039;utiliser le CBO, le fait qu&#039;il soit obligatoire n&#039;\u00e9tait pas tout \u00e0 fait bien per\u00e7u par beaucoup. <\/p>\n\n\n\n<p>C&#039;est la raison pour laquelle la date limite obligatoire pour cette version a \u00e9t\u00e9 repouss\u00e9e \u00e0 plusieurs reprises, car ce changement posait un probl\u00e8me pour certains utilisateurs de la plate-forme publicitaire. <\/p>\n\n\n\n<p><strong>Quand \u00e7a marche et quand \u00e7a ne marche pas?<\/strong><\/p>\n\n\n\n<p>Avec le temps, nous avons vu que l&#039;optimisation ou CBO est devenue plus stable et a de meilleures performances dans la recherche de trafic. C&#039;est ainsi que cet outil est devenu une bonne option pour diversifier les sources d&#039;utilisateurs qui entrent dans l&#039;entonnoir de conversion. <\/p>\n\n\n\n<p>De m\u00eame, du point de vue des propri\u00e9taires de boutiques en ligne, le CBO a \u00e9t\u00e9 un bon outil pour budg\u00e9tiser sans avoir \u00e0 supposer ou \u00e0 deviner quels publics seront les plus performants. <\/p>\n\n\n\n<p>De m\u00eame, ce changement a son c\u00f4t\u00e9 n\u00e9gatif, car au cours des saisons d&#039;offres, les annonceurs appliquent des strat\u00e9gies d&#039;ench\u00e8res pour arriver l\u00e0 o\u00f9 vos concurrents ne le font pas. En fait, vous pouvez parfois obtenir de meilleurs r\u00e9sultats aupr\u00e8s d&#039;un public lorsque vous y travaillez individuellement. Pour cette raison, de nombreux sp\u00e9cialistes de la plate-forme ont constat\u00e9 que ce changement fonctionne bien pour les magasins en ligne, mais pas pour d&#039;autres types de sites. <\/p>\n\n\n\n<p>Le fait que Facebook ait pris du recul dans la mise en \u0153uvre obligatoire du CBO est un signe qu&#039;une telle optimisation budg\u00e9taire ne fonctionne pas dans tous les cas. Bien qu&#039;en th\u00e9orie ce changement ait beaucoup de sens, il semble que dans la pratique des acheteurs de m\u00e9dias, cela ne fonctionne pas du tout.<\/p>\n\n\n\n<p>Au moment de la r\u00e9daction de cet article, il n&#039;y avait pas de d\u00e9claration officielle de Facebook Ads concernant l&#039;utilisation du CBO, cependant si vous avez une question sp\u00e9cifique sur l&#039;un de vos comptes, les repr\u00e9sentants de la plateforme pourront vous informer sur la question.<\/p>","protected":false},"excerpt":{"rendered":"<p>Hist\u00f3ricamente los presupuestos diarios se ingresaban en el nivel del conjunto de anuncios de Facebook Ads. Sin embargo la creaci\u00f3n de esta Optimizaci\u00f3n del Presupuesto de Campa\u00f1a, o CBO por sus siglas en ingl\u00e9s (Campaign Budget Optimization), busca mover la asignaci\u00f3n del presupuesto al nivel principal de la campa\u00f1a, lo que le permite a la&hellip;<\/p>","protected":false},"author":1,"featured_media":4790,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[86,1],"tags":[],"class_list":["post-4786","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook-ads","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>Facebook anuncia que ya no es obligatorio el uso de la Optimizaci\u00f3n del Presupuesto de Campa\u00f1a - 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\/campagne-optimisation-budget-facebook\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Facebook anuncia que ya no es obligatorio el uso de la Optimizaci\u00f3n del Presupuesto de Campa\u00f1a - Marketing y Anal\u00edtica Digital\" \/>\n<meta property=\"og:description\" content=\"Hist\u00f3ricamente los presupuestos diarios se ingresaban en el nivel del conjunto de anuncios de Facebook Ads. Sin embargo la creaci\u00f3n de esta Optimizaci\u00f3n del Presupuesto de Campa\u00f1a, o CBO por sus siglas en ingl\u00e9s (Campaign Budget Optimization), busca mover la asignaci\u00f3n del presupuesto al nivel principal de la campa\u00f1a, lo que le permite a la&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing y Anal\u00edtica Digital\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/consultorgoogleadwords\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-09-18T15:27:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-09-18T15:27:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/06\/Optimizacion-e1568292345225.png\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"449\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Guillermo Pareja\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@guillepareja\" \/>\n<meta name=\"twitter:site\" content=\"@guillepareja\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Guillermo Pareja\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/\",\"url\":\"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/\",\"name\":\"Facebook anuncia que ya no es obligatorio el uso de la Optimizaci\u00f3n del Presupuesto de Campa\u00f1a - Marketing y Anal\u00edtica Digital\",\"isPartOf\":{\"@id\":\"https:\/\/guillermopareja.com\/de\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/06\/Optimizacion-e1568292345225.png\",\"datePublished\":\"2020-09-18T15:27:16+00:00\",\"dateModified\":\"2020-09-18T15:27:18+00:00\",\"author\":{\"@id\":\"https:\/\/guillermopareja.com\/de\/#\/schema\/person\/3a5d999cd86f355d4bc64ae36f295d88\"},\"breadcrumb\":{\"@id\":\"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/#primaryimage\",\"url\":\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/06\/Optimizacion-e1568292345225.png\",\"contentUrl\":\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/06\/Optimizacion-e1568292345225.png\",\"width\":800,\"height\":449},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/guillermopareja.com\/de\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Facebook anuncia que ya no es obligatorio el uso de la Optimizaci\u00f3n del Presupuesto de Campa\u00f1a\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/guillermopareja.com\/de\/#website\",\"url\":\"https:\/\/guillermopareja.com\/de\/\",\"name\":\"Marketing y Anal\u00edtica Digital\",\"description\":\"Blog de Guillermo Pareja\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/guillermopareja.com\/de\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/guillermopareja.com\/de\/#\/schema\/person\/3a5d999cd86f355d4bc64ae36f295d88\",\"name\":\"Guillermo Pareja\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/guillermopareja.com\/de\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/581ffbd20dfb508e0083e5e76c2d65ec?s=96&d=mm&r=x\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/581ffbd20dfb508e0083e5e76c2d65ec?s=96&d=mm&r=x\",\"caption\":\"Guillermo Pareja\"},\"description\":\"Soy Guillermo Pareja, consultor de Marketing en Motores de B\u00fasqueda. En este blog escribo sobre Google Adwords, Facebook Ads, Google Analytics y todo lo referente a publicitar en internet, ya sean tus propios proyectos, tus clientes o incluso a vos mismo como profesional.\",\"sameAs\":[\"http:\/\/guillermopareja.com\"],\"url\":\"https:\/\/guillermopareja.com\/fr\/author\/admin\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Facebook anuncia que ya no es obligatorio el uso de la Optimizaci\u00f3n del Presupuesto de Campa\u00f1a - Marketing y Anal\u00edtica Digital","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/","og_locale":"fr_FR","og_type":"article","og_title":"Facebook anuncia que ya no es obligatorio el uso de la Optimizaci\u00f3n del Presupuesto de Campa\u00f1a - Marketing y Anal\u00edtica Digital","og_description":"Hist\u00f3ricamente los presupuestos diarios se ingresaban en el nivel del conjunto de anuncios de Facebook Ads. Sin embargo la creaci\u00f3n de esta Optimizaci\u00f3n del Presupuesto de Campa\u00f1a, o CBO por sus siglas en ingl\u00e9s (Campaign Budget Optimization), busca mover la asignaci\u00f3n del presupuesto al nivel principal de la campa\u00f1a, lo que le permite a la&hellip;","og_url":"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/","og_site_name":"Marketing y Anal\u00edtica Digital","article_publisher":"https:\/\/www.facebook.com\/consultorgoogleadwords\/","article_published_time":"2020-09-18T15:27:16+00:00","article_modified_time":"2020-09-18T15:27:18+00:00","og_image":[{"width":800,"height":449,"url":"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/06\/Optimizacion-e1568292345225.png","type":"image\/png"}],"author":"Guillermo Pareja","twitter_card":"summary_large_image","twitter_creator":"@guillepareja","twitter_site":"@guillepareja","twitter_misc":{"\u00c9crit par":"Guillermo Pareja","Dur\u00e9e de lecture estim\u00e9e":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/","url":"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/","name":"Facebook anuncia que ya no es obligatorio el uso de la Optimizaci\u00f3n del Presupuesto de Campa\u00f1a - Marketing y Anal\u00edtica Digital","isPartOf":{"@id":"https:\/\/guillermopareja.com\/de\/#website"},"primaryImageOfPage":{"@id":"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/#primaryimage"},"image":{"@id":"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/#primaryimage"},"thumbnailUrl":"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/06\/Optimizacion-e1568292345225.png","datePublished":"2020-09-18T15:27:16+00:00","dateModified":"2020-09-18T15:27:18+00:00","author":{"@id":"https:\/\/guillermopareja.com\/de\/#\/schema\/person\/3a5d999cd86f355d4bc64ae36f295d88"},"breadcrumb":{"@id":"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/#primaryimage","url":"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/06\/Optimizacion-e1568292345225.png","contentUrl":"https:\/\/guillermopareja.com\/wp-content\/uploads\/2020\/06\/Optimizacion-e1568292345225.png","width":800,"height":449},{"@type":"BreadcrumbList","@id":"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/campagne-optimisation-budget-facebook\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/guillermopareja.com\/de\/"},{"@type":"ListItem","position":2,"name":"Facebook anuncia que ya no es obligatorio el uso de la Optimizaci\u00f3n del Presupuesto de Campa\u00f1a"}]},{"@type":"WebSite","@id":"https:\/\/guillermopareja.com\/de\/#website","url":"https:\/\/guillermopareja.com\/de\/","name":"Marketing y Anal\u00edtica Digital","description":"Blog de Guillermo Pareja","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/guillermopareja.com\/de\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"fr-FR"},{"@type":"Person","@id":"https:\/\/guillermopareja.com\/de\/#\/schema\/person\/3a5d999cd86f355d4bc64ae36f295d88","name":"Guillermo Pareja","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/guillermopareja.com\/de\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/581ffbd20dfb508e0083e5e76c2d65ec?s=96&d=mm&r=x","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/581ffbd20dfb508e0083e5e76c2d65ec?s=96&d=mm&r=x","caption":"Guillermo Pareja"},"description":"Soy Guillermo Pareja, consultor de Marketing en Motores de B\u00fasqueda. En este blog escribo sobre Google Adwords, Facebook Ads, Google Analytics y todo lo referente a publicitar en internet, ya sean tus propios proyectos, tus clientes o incluso a vos mismo como profesional.","sameAs":["http:\/\/guillermopareja.com"],"url":"https:\/\/guillermopareja.com\/fr\/author\/admin\/"}]}},"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/guillermopareja.com\/fr\/wp-json\/wp\/v2\/posts\/4786"}],"collection":[{"href":"https:\/\/guillermopareja.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/guillermopareja.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/guillermopareja.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/guillermopareja.com\/fr\/wp-json\/wp\/v2\/comments?post=4786"}],"version-history":[{"count":0,"href":"https:\/\/guillermopareja.com\/fr\/wp-json\/wp\/v2\/posts\/4786\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/guillermopareja.com\/fr\/wp-json\/wp\/v2\/media\/4790"}],"wp:attachment":[{"href":"https:\/\/guillermopareja.com\/fr\/wp-json\/wp\/v2\/media?parent=4786"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/guillermopareja.com\/fr\/wp-json\/wp\/v2\/categories?post=4786"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/guillermopareja.com\/fr\/wp-json\/wp\/v2\/tags?post=4786"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}