{"id":13448,"date":"2022-05-26T14:28:45","date_gmt":"2022-05-26T18:28:45","guid":{"rendered":"https:\/\/www.makeitbloom.com\/?p=13448"},"modified":"2022-05-30T09:50:54","modified_gmt":"2022-05-30T13:50:54","slug":"ce-quon-retient-de-la-conference-google-marketing-live-2022","status":"publish","type":"post","link":"https:\/\/www.makeitbloom.com\/fr\/blog\/ce-quon-retient-de-la-conference-google-marketing-live-2022\/","title":{"rendered":"Ce qu’on retient de la conf\u00e9rence Google Marketing Live 2022"},"content":{"rendered":"\n

Le 24 mai 2022, Google a organis\u00e9 l’\u00e9v\u00e9nement Marketing Live pour partager ses derni\u00e8res innovations en mati\u00e8re de publicit\u00e9 Web. Voici un r\u00e9capitulatif de tout ce qui a \u00e9t\u00e9 annonc\u00e9 par Google lors de l’\u00e9v\u00e9nement.<\/p>\n\n\n\n

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Publicit\u00e9 sur les moteurs de recherche<\/h2>\n\n\n\n

Google a \u00e9t\u00e9 clair : les annonceurs doivent tirer parti de l’automatisation dans toutes les sph\u00e8res des Google Search Ads, notamment en combinant le \u00ab broad match \u00bb, le \u00ab Smart Bidding \u00bb et les \u00ab Responsive Search Ads \u00bb.<\/p>\n\n\n\n

C’est ce que Google appelle \u00ab le trio gagnant de l’automatisation \u00bb :<\/p>\n\n\n\n

\"\"<\/figure>\n<\/div><\/section>\n\n\n\n
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Formats et visuels<\/h2>\n\n\n\n

Les annonces visuelles sont tr\u00e8s efficaces pour partager une histoire ou d\u00e9montrer les diff\u00e9rentiateurs d’une marque. Dans cette optique, Google a annonc\u00e9 de nouvelles options pour les annonceurs :<\/p>\n\n\n\n

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Des \u00ab Responsive Search Ads \u00bb cr\u00e9\u00e9es automatiquement<\/p>\n<\/div><\/div>\n\n\n\n

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Des publicit\u00e9s sur YouTube Shorts incluant des campagnes \u00ab Video Action \u00bb et \u00ab App \u00bb <\/p>\n<\/div><\/div>\n\n\n\n

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Des banni\u00e8res Web plein \u00e9cran sur mobile<\/p>\n<\/div><\/div>\n<\/div><\/section>\n\n\n\n

<\/div>
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Des annonces vid\u00e9os g\u00e9n\u00e9r\u00e9es automatiquement <\/p>\n<\/div><\/div>\n\n\n\n

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Des vid\u00e9os dans le \u00ab Discover Feed \u00bb<\/p>\n<\/div><\/div>\n\n\n\n

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Une nouvelle biblioth\u00e8que de contenu pour regrouper les logos et les visuels<\/p>\n<\/div><\/div>\n<\/div><\/section>\n\n\n\n

\"\"<\/figure>\n<\/div><\/section>\n\n\n\n
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Shopping<\/h2>\n\n\n\n
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Google cherche \u00e0 offrir une exp\u00e9rience d’achat plus immersive et visuelle sur son moteur de recherche. L’entreprise a introduit des nouvelles mises \u00e0 jour en lien avec le commerce \u00e9lectronique, telles que :<\/p>\n\n\n\n

1. Ajouter un produit directement dans un panier d’achats directement \u00e0 partir de Google Shopping<\/p>\n\n\n\n

2. Naviguer plus facilement gr\u00e2ce \u00e0 une nouvelle interface comprenant des images et des descriptions d\u00e9taill\u00e9es.<\/p>\n\n\n\n

3. Visualiser les mod\u00e8les 3D d’un produit<\/p>\n\n\n\n

4. Magasiner \u00e0 partir d’un flux de produits sur YouTube Shorts et YouTube Search <\/p>\n\n\n\n

5. Voir les avantages d’un programme de fid\u00e9lit\u00e9 directement sur une fiche produit dans Google Shopping<\/p>\n<\/div><\/div>\n\n\n\n

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\"\"<\/figure>\n<\/div><\/div>\n<\/div><\/section>\n\n\n\n

<\/p>\n<\/div><\/section>\n\n\n\n

Performance Max<\/h2>\n\n\n\n

Performance Max<\/a> est un nouveau type de campagne r\u00e9cemment lanc\u00e9 par Google. Il permet aux annonceurs de diffuser des annonces sur toutes les propri\u00e9t\u00e9s de Google (YouTube, Gmail, Display, Discover, Search, Maps) avec une seule campagne. Au cours de l’\u00e9v\u00e9nement, Google a mentionn\u00e9 des nouveaut\u00e9s pour les campagnes Performance Max :<\/p>\n\n\n\n

Objectifs en magasin : <\/strong>Nous pourrons optimiser les campagnes Performance Max pour le trafic en magasin et les ventes en magasin.<\/p>\n\n\n\n

Outils d’exp\u00e9rimentation : <\/strong>Nous pourrons mieux mesurer l’impact sur la performance lorsque nous ajouterons une campagne Performance Max \u00e0 un compte.<\/p>\n\n\n\n

Recommandations : <\/strong>Google sugg\u00e9rera bient\u00f4t des optimisations au budget, au ciblage et aux cr\u00e9atifs pour les campagnes Performance Max.<\/p>\n\n\n\n

Des informations suppl\u00e9mentaires : <\/strong>Pour plus de transparence sur le fonctionnement de l’automatisation, les annonceurs auront <\/strong>acc\u00e8s \u00e0 des informations plus d\u00e9taill\u00e9es sur leurs campagnes Performance Max.<\/p>\n\n\n\n

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Protection de la vie priv\u00e9e<\/h2>\n\n\n\n

C’\u00e9tait \u00e9vident que Google allait aborder le sujet de la protection des donn\u00e9es et de la vie priv\u00e9e lors de cet \u00e9v\u00e9nement. Ils ont effectivement \u00e9voqu\u00e9 quelques points, notamment :<\/p>\n\n\n\n

Le \u00ab Ad Center \u00bb<\/strong> : Cette nouveaut\u00e9 permet aux utilisateurs de mieux contr\u00f4ler leur exp\u00e9rience de publicit\u00e9 en ligne. Ils pourront facilement s\u00e9lectionner le contenu publicitaire qu’ils souhaitent (ou ne souhaitent pas) voir. Google esp\u00e8re que le Ad Center augmentera la confiance des utilisateurs envers la publicit\u00e9 et permettra aux annonceurs de s’adresser \u00e0 un public plus engag\u00e9 et int\u00e9ress\u00e9.<\/p>\n\n\n\n

Options de ciblage ax\u00e9es sur la protection de la vie priv\u00e9e : <\/strong>Au courant de l’ann\u00e9e, Google testera le ciblage bas\u00e9 sur les int\u00e9r\u00eats et fera des mises \u00e0 jour quant aux options de remarketing afin de r\u00e9duire sa d\u00e9pendance aux cookies tiers.<\/p>\n<\/div><\/section>\n\n\n\n

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Apprenez-en plus sur la gestion de campagnes Google Ads<\/span><\/h2>\n\n\n\n

Pour en savoir plus sur les meilleures pratiques actuelles en lien avec Google Ads, consultez notre dernier article de blogue \u00ab 7 meilleures pratiques \u00e0 suivre sur Google Ads en 2022 \u00bb ici<\/span><\/a>.<\/p>\n\n\n\n

Pour regarder le Google Marketing Live, cliquez ici<\/span><\/a>.<\/p>\n<\/div><\/section>\n","protected":false},"excerpt":{"rendered":"Le 24 mai 2022, Google a organis\u00e9 l’\u00e9v\u00e9nement Marketing Live pour partager ses derni\u00e8res innovations en mati\u00e8re de publicit\u00e9 Web. Voici un r\u00e9capitulatif de tout ce qui a \u00e9t\u00e9 annonc\u00e9 par Google lors de l’\u00e9v\u00e9nement. Performance Max Performance Max est un nouveau type de campagne r\u00e9cemment lanc\u00e9 par Google. Il permet aux annonceurs de diffuser…","protected":false},"author":35,"featured_media":13451,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[418],"tags":[],"coauthors":[],"class_list":["post-13448","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-web"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\n","aioseo_head_json":{"title":"Ce qu'on retient du Google Marketing Live 2022 | Bloom","description":"Voici un r\u00e9capitulatif de certains \u00e9l\u00e9ments annonc\u00e9s par Google lors de l'\u00e9v\u00e9nement Google Marketing Live 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