{"id":17742,"date":"2025-06-23T14:55:49","date_gmt":"2025-06-23T18:55:49","guid":{"rendered":"https:\/\/www.makeitbloom.com\/?p=17742"},"modified":"2025-06-23T14:55:52","modified_gmt":"2025-06-23T18:55:52","slug":"dv360-vs-google-ads-quelle-plateforme-convient-le-mieux-a-votre-strategie-marketing","status":"publish","type":"post","link":"https:\/\/www.makeitbloom.com\/fr\/blog\/dv360-vs-google-ads-quelle-plateforme-convient-le-mieux-a-votre-strategie-marketing\/","title":{"rendered":"DV360 vs Google Ads : Quelle plateforme convient le mieux \u00e0 votre strat\u00e9gie marketing?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Lorsqu\u2019on pense \u00e0 lancer des campagnes publicitaires num\u00e9riques, <a href=\"https:\/\/business.google.com\/ca-en\/google-ads\/\">Google Ads<\/a> est souvent la premi\u00e8re plateforme qui nous vient en t\u00eate. Mais pour les sp\u00e9cialistes du marketing qui souhaitent faire \u00e9voluer leurs achats m\u00e9dias ou diversifier leurs canaux, <a href=\"https:\/\/marketingplatform.google.com\/about\/display-video-360\/\">DV360<\/a> (Display &amp; Video 360)\u2014la plateforme DSP (Demand Side Platform) de niveau entreprise de Google\u2014repr\u00e9sente une option tout aussi puissante.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans cet article, nous expliquerons les principales diff\u00e9rences entre DV360 et Google Ads, pour vous aider \u00e0 choisir la plateforme la mieux adapt\u00e9e \u00e0 vos besoins et \u00e0 planifier vos m\u00e9dias de mani\u00e8re plus strat\u00e9gique.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Qu\u2019est-ce que Google Ads?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Google Ads est la plateforme publicitaire en libre-service de Google, permettant aux entreprises de diffuser des annonces sur :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Le moteur de recherche Google<br><\/li>\n\n\n\n<li>YouTube<br><\/li>\n\n\n\n<li>Le R\u00e9seau Display<br><\/li>\n\n\n\n<li>Google Shopping<br><\/li>\n\n\n\n<li>Les campagnes d\u2019applications mobiles<br><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est une solution id\u00e9ale pour les entreprises de toutes tailles. Gr\u00e2ce \u00e0 son interface conviviale et \u00e0 sa facilit\u00e9 de mise en route, elle est souvent le point de d\u00e9part d\u2019une strat\u00e9gie de marketing de performance.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Qu\u2019est-ce que DV360?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Display &amp; Video 360 (DV360) fait partie de la Google Marketing Platform. Elle est con\u00e7ue pour les acheteurs m\u00e9dias avanc\u00e9s et les agences. Elle donne acc\u00e8s \u00e0 :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>De l\u2019inventaire publicitaire programmatique sur plusieurs \u00e9changes publicitaires<br><\/li>\n\n\n\n<li>Des emplacements premium et des ententes de march\u00e9 priv\u00e9 (PMP)<br><\/li>\n\n\n\n<li>Des options avanc\u00e9es de ciblage et de s\u00e9curit\u00e9 de marque<br><\/li>\n\n\n\n<li>Une gestion centralis\u00e9e de campagnes multicanaux<br><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">DV360 s\u2019adresse aux annonceurs qui veulent g\u00e9rer des campagnes omnicanal \u00e0 grande \u00e9chelle sur une seule plateforme.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Diff\u00e9rences cl\u00e9s entre DV360 et Google Ads<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Fonctionnalit\u00e9<\/strong><\/td><td><strong>Google Ads<\/strong><\/td><td><strong>DV360<\/strong><\/td><\/tr><tr><td>Facilit\u00e9 d\u2019utilisation<\/td><td>Id\u00e9al pour d\u00e9butants<\/td><td>N\u00e9cessite formation et expertise<\/td><\/tr><tr><td>Inventaire publicitaire<\/td><td>Propri\u00e9t\u00e9s Google (Recherche, YouTube\u2026)<\/td><td>Google + autres \u00e9changes (OpenX, Magnite, Xandr\u2026)<\/td><\/tr><tr><td>Types de campagnes<\/td><td>Recherche, Display, Vid\u00e9o, Shopping, App<\/td><td>Display, Vid\u00e9o, Native, CTV, Audio, DOOH<\/td><\/tr><tr><td>Ciblage d\u2019audience<\/td><td>Audiences Google + 1re partie<\/td><td>Audiences Google + 1re + 3e parties + segments sur mesure<\/td><\/tr><tr><td>Mod\u00e8le d\u2019achat<\/td><td>Principalement en ench\u00e8res<\/td><td>Ench\u00e8res + PMP + Programmatique garanti<\/td><\/tr><tr><td>Cr\u00e9ation publicitaire<\/td><td>Outils de base<\/td><td>Studio cr\u00e9atif avanc\u00e9 + cr\u00e9ations dynamiques<\/td><\/tr><tr><td>Contr\u00f4les de s\u00e9curit\u00e9 de marque<\/td><td>Standard<\/td><td>Avanc\u00e9s (int\u00e9gration IAS, DoubleVerify)<\/td><\/tr><tr><td>Rapports et attribution<\/td><td>Suite de rapports Google Ads<\/td><td>Analytique multicanal via Google Marketing Platform<\/td><\/tr><tr><td>D\u00e9pense minimale<\/td><td>Aucune<\/td><td>Aucune, mais budgets plus \u00e9lev\u00e9s souvent recommand\u00e9s<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Quand utiliser Google Ads<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Optez pour Google Ads si vous :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>D\u00e9butez en publicit\u00e9 num\u00e9rique<br><\/li>\n\n\n\n<li>Souhaitez concentrer vos efforts sur la recherche ou YouTube<br><\/li>\n\n\n\n<li>Avez un budget petit ou moyen<br><\/li>\n\n\n\n<li>Avez besoin d\u2019un lancement rapide et d\u2019une gestion autonome des campagnes<br><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Quand utiliser DV360<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Choisissez DV360 si vous :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>G\u00e9rez des campagnes de grande envergure sur plusieurs canaux<br><\/li>\n\n\n\n<li>D\u00e9sirez acc\u00e9der \u00e0 des inventaires premium et des ententes priv\u00e9es<br><\/li>\n\n\n\n<li>Souhaitez exploiter des donn\u00e9es tierces et des segments personnalis\u00e9s<br><\/li>\n\n\n\n<li>Avez besoin de contr\u00f4ler plus finement la fr\u00e9quence, la s\u00e9curit\u00e9 de marque et les strat\u00e9gies d\u2019ench\u00e8res<br><\/li>\n\n\n\n<li>Travaillez avec une agence m\u00e9dia (comme Bloom!) qui peut g\u00e9rer des achats programmatiques complexes<br><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Peut-on utiliser les deux plateformes ensemble?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Oui! De nombreux annonceurs avanc\u00e9s utilisent Google Ads et DV360 de mani\u00e8re compl\u00e9mentaire pour couvrir l\u2019ensemble du parcours client :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Google Ads<\/strong> pour g\u00e9n\u00e9rer des conversions \u00e0 forte intention (via la Recherche ou Shopping)<br><\/li>\n\n\n\n<li><strong>DV360<\/strong> pour d\u00e9velopper la notori\u00e9t\u00e9 en haut de l\u2019entonnoir (Display premium, CTV, Audio ou Vid\u00e9o)<br><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Avec un bon d\u00e9coupage des audiences et une orchestration des canaux, ces deux plateformes peuvent se compl\u00e9ter \u00e0 merveille.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>En r\u00e9sum\u00e9<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le choix entre DV360 et Google Ads d\u00e9pend de vos objectifs d\u2019affaires, de votre budget et de votre niveau de maturit\u00e9 m\u00e9dia. Si vous cherchez une port\u00e9e cibl\u00e9e, un contr\u00f4le avanc\u00e9 et une efficacit\u00e9 multicanal, DV360 est un outil puissant. Si vous misez sur le marketing de recherche ou des campagnes simples en display ou vid\u00e9o, Google Ads peut suffire.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chez Bloom, nous accompagnons les marques \u00e0 travers ces deux \u00e9cosyst\u00e8mes \u2014 que vous passiez de Google Ads \u00e0 DV360 ou que vous mettiez en place une strat\u00e9gie hybride combinant performance et programmatique.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Pr\u00eat\u00b7e \u00e0 explorer DV360 ou \u00e0 optimiser vos campagnes Google Ads?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.makeitbloom.com\/fr\/contact\/\">Discutons-en.<\/a> Notre \u00e9quipe d\u2019expert\u00b7e\u00b7s en m\u00e9dias payants vous aidera \u00e0 choisir la bonne plateforme et \u00e0 b\u00e2tir une strat\u00e9gie adapt\u00e9e \u00e0 vos objectifs.<\/p>\n","protected":false},"excerpt":{"rendered":"Lorsqu\u2019on pense \u00e0 lancer des campagnes publicitaires num\u00e9riques, Google Ads est souvent la premi\u00e8re plateforme qui nous vient en t\u00eate. Mais pour les sp\u00e9cialistes du marketing qui souhaitent faire \u00e9voluer leurs achats m\u00e9dias ou diversifier leurs canaux, DV360 (Display &amp; Video 360)\u2014la plateforme DSP (Demand Side Platform) de niveau entreprise de Google\u2014repr\u00e9sente une option tout&hellip;","protected":false},"author":72,"featured_media":17741,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[418,537],"tags":[],"coauthors":[],"class_list":["post-17742","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-web","category-medias-payants"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.8 - aioseo.com -->\n\t<meta name=\"description\" content=\"Comparez DV360 et Google Ads pour d\u00e9terminer laquelle convient le mieux \u00e0 votre strat\u00e9gie marketing. 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