{"id":2793,"date":"2024-03-05T08:42:00","date_gmt":"2024-03-05T07:42:00","guid":{"rendered":"https:\/\/beckerandconsulting.com\/?p=2793"},"modified":"2024-05-11T15:33:23","modified_gmt":"2024-05-11T13:33:23","slug":"google-ads-nouvelles-versions-rsa","status":"publish","type":"post","link":"https:\/\/beckerandconsulting.com\/en\/blog\/google-ads-nouvelles-versions-rsa\/","title":{"rendered":"Google Ads : plus de dynamisme pour vos annonces RSA"},"content":{"rendered":"

Les annonces responsives sur le R\u00e9seau de Recherche<\/a> sont con\u00e7ues pour vous aider \u00e0 diffuser la meilleure annonce possible aupr\u00e8s de la bonne personne gr\u00e2ce \u00e0 de nombreux textes fournis. Les composants de ces RSA \u00e9voluent d\u00e8s 2024 pour devenir encore plus personnalis\u00e9s.<\/p>\n\n\n\n

Responsive Search Ads et son \u00e9volution<\/h2>\n\n\n\n

Cette typologie d’annonce permet \u00e0 Google d’assembler vos assets texte pour cr\u00e9er plusieurs combinaisons d’annonces, en \u00e9vitant que le contenu soit trop r\u00e9p\u00e9titif et permettant de trouver les meilleures combinaisons possible<\/strong>. Google Ads s\u00e9lectionnant au maximum trois titres et deux descriptions \u00e0 afficher dans diff\u00e9rentes combinaisons. Cela a \u00e9galement l’avantage de pouvoir adapter les textes entre le mobile et le desktop \u00e0 la longueur la plus pertinente. <\/p>\n\n\n\n

D\u00e9j\u00e0 pr\u00e9sent depuis plusieurs ann\u00e9es, elles ont totalement remplac\u00e9 les ETA \u00e0 la mi-2022. Le but \u00e9tant d’apporter de la flexibilit\u00e9, une meilleure user exp\u00e9rience pour les internautes et ainsi de meilleures performances pour les annonceurs.<\/p>\n\n\n\n

Accro\u00eetre la flexibilit\u00e9 pour de meilleures les performances<\/h2>\n\n\n\n

En ajoutant des composants (images et liens annexes par exemple), vous pouvez mieux informer les utilisateurs sur votre marque, vos promotions, vos USPs et faciliter l’interaction avec vos annonces. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Historiquement, ces annonces comprennent \u00e0 minima deux titres qui sont affich\u00e9s. N\u00e9anmoins, Google a r\u00e9alis\u00e9 que parfois les performances peuvent \u00eatre meilleures en n’affichant qu’un seul titre. Le g\u00e9ant de la tech indique ainsi permettre \u00ab\u00a0aux annonces responsives sur le R\u00e9seau de Recherche de n’afficher qu’un titre<\/strong> lorsque cela peut am\u00e9liorer les performances. Avec ce changement, un titre pourra d\u00e9sormais s’afficher au d\u00e9but de vos lignes de description.\u00a0\u00bb<\/p>\n\n\n\n

Vous aurez n\u00e9anmoins la possibilit\u00e9 de conna\u00eetre la fr\u00e9quence de diffusion de vos annonces avec un seul titre ou un titre au d\u00e9but de vos lignes de description<\/strong> en cliquant sur \u00ab\u00a0afficher les d\u00e9tails des \u00e9l\u00e9ments\u00a0\u00bb au niveau de l’ads. En revanche, vous ne pourrez pas contr\u00f4ler cette diffusion (\u00e0 date). Si vous cherchez de l’inspiration pour vos titres, Google est d’ailleurs en train d’int\u00e9grer son IA Gemini \u00e0 Google Ads pour proposer titres et descriptions personnalis\u00e9s<\/a>.<\/p>\n\n\n\n

Nous vous conseillons donc de commencer \u00e0 adapter vos annonces afin d’assurer que l’information la plus importante apparaisse id\u00e9alement dans le titre 1, l’exercice r\u00e9sidant dans le fait de trouver le bon \u00e9quilibre entre l’image de marque (via la visibilit\u00e9 de certains \u00e9l\u00e9ments), la strat\u00e9gie de votre campagne et l’\u00e9l\u00e9ment important \u00e0 mettre en avant sur votre annonce (quoi mettre en valeur).<\/p>","protected":false},"excerpt":{"rendered":"

Gr\u00e2ce \u00e0 l’IA de Google, les annonces RSA identifiant la meilleure gestion des titres s’adapteront \u00e0 l’\u00e9volution du comportement des consommateurs.<\/p>","protected":false},"author":1,"featured_media":2816,"comment_status":"open","ping_status":"closed","sticky":false,"template":"single-blog-post.php","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[103,91],"class_list":["post-2793","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-future-of-ads","tag-google-ads"],"yoast_head":"\nGoogle Ads : plus de dynamisme pour vos annonces RSA | Becker & Consulting<\/title>\n<meta name=\"description\" content=\"Gr\u00e2ce \u00e0 l'IA de Google, les annonces RSA identifiant la meilleure gestion des titres s'adapteront \u00e0 l'\u00e9volution du comportement des consommateurs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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