{"id":3187,"date":"2024-09-09T18:08:00","date_gmt":"2024-09-09T16:08:00","guid":{"rendered":"https:\/\/beckerandconsulting.com\/?p=3187"},"modified":"2025-11-24T23:37:59","modified_gmt":"2025-11-24T22:37:59","slug":"google-ads-preparez-votre-rentree-2024","status":"publish","type":"post","link":"https:\/\/beckerandconsulting.com\/fr\/blog\/google-ads-preparez-votre-rentree-2024\/","title":{"rendered":"Google Ads : Pr\u00e9parez votre rentr\u00e9e 2024"},"content":{"rendered":"\n<p class=\"has-medium-font-size\">Les consommateurs cherchent activement les meilleures offres pour la rentr\u00e9e, avec 77% d&rsquo;entre eux privil\u00e9giant les prix les plus bas et 79% les promotions attractives*. Google, comme d&rsquo;autres r\u00e9gies, propose des outils pour aider \u00e0 trouver ces offres dans un contexte particuli\u00e8rement concurrentiel.<\/p>\n\n\n\n<h2 class=\"wp-block-heading h3\">Touchez les bons acheteurs tout au long du funnel<\/h2>\n\n\n\n<p>Bien que l\u2019achat en ligne soit en hausse, pr\u00e8s de 80 % des consommateurs pr\u00e9voient encore de faire leurs achats de rentr\u00e9e en magasin. Google permet de promouvoir les produits disponibles en magasin via la recherche Google et Maps, sans frais suppl\u00e9mentaires pour les marques.<\/p>\n\n\n\n<p>Les marques peuvent ainsi utiliser des campagnes <a class=\"underline-blog\" href=\"https:\/\/support.google.com\/google-ads\/answer\/10724817?hl=fr\">Performance Max<\/a> pour promouvoir des \u00e9tablissements sp\u00e9cifiques et leurs produits en magasin, tout en offrant des options comme la livraison le jour m\u00eame ou le retrait en magasin.<\/p>\n\n\n\n<h2 class=\"wp-block-heading h3\">Maximisez l&rsquo;attention dans une p\u00e9riode concurrentielle<\/h2>\n\n\n\n<p>Les spectateurs sont sensibles \u00e0 un trop grand nombre de pauses publicitaires. En effet, 80% d&rsquo;entre eux pr\u00e9f\u00e8rent que les publicit\u00e9s soient regroup\u00e9es plut\u00f4t que r\u00e9parties tout au long d&rsquo;une vid\u00e9o. Moins les spectateurs sont interrompus, plus ils sont susceptibles de continuer \u00e0 regarder leur contenu pr\u00e9f\u00e9r\u00e9. C&rsquo;est pourquoi YouTube a introduit des pauses publicitaires moins fr\u00e9quentes mais plus longues pour les vid\u00e9os longues sur les t\u00e9l\u00e9viseurs connect\u00e9s. Depuis le lancement, cette exp\u00e9rience a \u00e9t\u00e9 \u00e9tendue \u00e0 d&rsquo;autres types de contenus longs, permettant des sessions de visionnage 50 % plus longues avant la prochaine pause publicitaire.<\/p>\n\n\n<div class=\"wp-block-image w-100\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"720\" height=\"405\" src=\"https:\/\/beckerandconsulting.com\/wp-content\/uploads\/google-youtube-ads.gif\" alt=\"\" class=\"wp-image-3189\"\/><\/figure><\/div>\n\n\n<p>Les spectateurs peuvent toujours passer \u00e0 la prochaine publicit\u00e9 dans un groupe d&rsquo;annonces, ou sauter une publicit\u00e9 apr\u00e8s les cinq premi\u00e8res secondes si elle ne leur convient pas. Les annonceurs, quant \u00e0 eux, ont plus d&rsquo;opportunit\u00e9s de toucher leur audience tout en limitant les interruptions.<\/p>\n\n\n\n<p>Avec cette mise \u00e0 jour, YouTube continue de r\u00e9duire le nombre de pauses publicitaires pour les vid\u00e9os longues, sans n\u00e9cessiter d&rsquo;action particuli\u00e8re de la part des annonceurs. La plateforme teste constamment de nouvelles fa\u00e7ons d&rsquo;am\u00e9liorer l&rsquo;exp\u00e9rience publicitaire tout en aidant les annonceurs \u00e0 atteindre leurs objectifs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading h3\">Ne n\u00e9gligez pas le r\u00e9seau de recherche (qui reste puissant)<\/h2>\n\n\n\n<p>Afin de capter l&rsquo;attention sur des requ\u00eates pertinentes, tout en \u00e9vitant de toucher des personnes qui vous connaissent d\u00e9j\u00e0, Google a&nbsp;lanc\u00e9 mi-2023 des restrictions de marques dans la requ\u00eate large (d\u00e9sormais appel\u00e9es inclusions de marques) et les exclusions de marques dans Performance Max. <\/p>\n\n\n\n<p>En r\u00e9ponse, Google a lanc\u00e9 une nouvelle recommandation pour les inclusions de marques dans les requ\u00eates larges. Cela permet de b\u00e9n\u00e9ficier des avantages des requ\u00eates larges tout en limitant le trafic aux marques choisies. De plus, Google d\u00e9ploiera bient\u00f4t des exclusions de marques pour tous les types de correspondance et les annonces dynamiques du R\u00e9seau de Recherche, offrant ainsi un meilleur contr\u00f4le sur la diffusion des annonces en retention et en acquisition via les campagnes automatis\u00e9es.<\/p>\n\n\n\n<h2 class=\"wp-block-heading h3\">Une fois l&rsquo;attention sur votre marque, soyez attractif<\/h2>\n\n\n\n<p>Google propose d\u00e9sormais des <a class=\"underline-blog\" href=\"https:\/\/support.google.com\/merchants\/answer\/10295759\">remises automatiques (b\u00eata)<\/a> bas\u00e9es sur l\u2019IA pour optimiser les prix dans les annonces Shopping et sur les pages produits en ligne. Cette fonctionnalit\u00e9, bas\u00e9e sur l&rsquo;IA de Google permet d&rsquo;optimiser et d&rsquo;afficher les meilleurs prix remis\u00e9s pour vos produits dans vos annonces Shopping et sur la page de destination des produits de votre boutique en ligne. Elle s&rsquo;appuie sur les signaux du march\u00e9 tels que la comp\u00e9titivit\u00e9 tarifaire, les tendances saisonni\u00e8res et les frais de port.<\/p>\n\n\n\n<p>Les entreprises peuvent \u00e9galement ajouter des composants de code de promotion dans les campagnes (PMax) pour attirer les clients avec des bons de r\u00e9duction utilisables en magasin et en ligne.<\/p>\n\n\n\n<p>*<em>\u00c9tude consommateur Ipsos en continu command\u00e9e par Google, \u00c9tats-Unis, n=1&nbsp;000&nbsp;consommateurs en ligne de 18&nbsp;ans et plus par march\u00e9, 6&nbsp;\u2013 10&nbsp;f\u00e9vr.&nbsp;2023.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les consommateurs cherchent activement les meilleures offres pour la rentr\u00e9e. Dans un contexte concurrentiel, Google propose des outils pour aider \u00e0 trouver ces offres.<\/p>\n","protected":false},"author":1,"featured_media":3232,"comment_status":"open","ping_status":"closed","sticky":false,"template":"single-blog-post.php","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[6,91],"class_list":["post-3187","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-acquisition","tag-google-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google Ads : Pr\u00e9parez votre rentr\u00e9e 2024 | Becker &amp; Consulting<\/title>\n<meta name=\"description\" content=\"Les consommateurs cherchent activement les meilleures offres pour la rentr\u00e9e. 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