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Le prochain défi du eCommerce, les liens sponsorisés en temps réel

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Gérer une campagne de liens sponsorisés sur un catalogue de produits très large, avec de fortes variations de prix et de stocks peut vite devenir un véritable casse-tête. La solution ? Utilisez l'intellignece des flux et s'inspirer des comparateurs de prix pour monter des campagnes SEA en temps réel !

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Le prochain défi du eCommerce, les liens sponsorisés en temps réel

  1. 1. Le prochain défi du eCommerce : les liens sponsorisés en temps réel| Paris (France) – San Francisco, San Diego, Chicago, Philadelphia (USA) 1
  2. 2. Liens sponsorisés, un canal de promotion indispensable…Les moteurs de recherche sont aujourd’hui l’une des clés du marketing en ligne :  91% des Français utilisent Google tous les mois  2,5 milliards de requêtes sont faites sur le moteur tous les jours | Paris (France) – San Francisco, San Diego, Chicago, Philadelphia (USA) 2
  3. 3. Partir au ski… | Paris (France) – San Francisco, San Diego, Chicago, Philadelphia (USA) 3
  4. 4. Le catalogue d’un spécialiste du sport d’hiver, c’est quoi ? Une gamme de produits à promouvoir très large !•Des destinations très variées (massifs, domaines, stations…)•Des types d’hébergements variés (chalets, hôtels, appartements…)•De nombreux « produits » (les résidences elles-mêmes) | Paris (France) – San Francisco, San Diego, Chicago, Philadelphia (USA) 4
  5. 5. Le catalogue d’un spécialiste du sport d’hiver, c’est quoi ? Une activité très forte du catalogue produit !!•Stocks modifiés tous les jours•Prix et promotions modifiés tous les jours | Paris (France) – San Francisco, San Diego, Chicago, Philadelphia (USA) 5
  6. 6. Ca donne également une exigence de performance des campagnes !L’exigence d’avoir des annonces extrêmement précises dans leur contenu, présentant au plus clair le produit et l’offre commerciale associée ! Page Page d’accueil Produit | Paris (France) – San Francisco, San Diego, Chicago, Philadelphia (USA) 6
  7. 7. Ca donne également une exigence de performance des campagnes ! L’exigence d’avoir une structure de compte très claire et granulaire, pour que chaque produit ou catégorie de produits soit le plus performant possible ! - CTR - TTRStructure non optimisée + + Page d’accueil - QS + CPC Objectifs: +/- CTR Trafic qualifié + TTRStructuregranulaire RTC + + Page dédiée +QS Conversions CPA - CPC ROI | Paris (France) – San Francisco, San Diego, Chicago, Philadelphia (USA) 7
  8. 8. Ca donne également une exigence de performance des campagnes !L’exigence d’être transparent sur le prix proposé pour ne pas décevoir les acheteurs ! Affichage du Prix Intéressé & Clique Non Intéressé & Ne Clique Pas +Conversions / +TTR Economie de clics ROI | Paris (France) – San Francisco, San Diego, Chicago, Philadelphia (USA) 8
  9. 9. Traduits en gestion de projet, ça donne…  La gestion de la campagne en cas de rupture de stock ou de nouveaux arrivages de produits demande du temps  La mise à jour des prix ou des niveaux de promotion sur les offres nécessite un travail de mise à jour de beaucoup d’annonces | Paris (France) – San Francisco, San Diego, Chicago, Philadelphia (USA) 9
  10. 10. L’idée géniale pour simplifier tout ça, c’est… Synchronisation d’un compte SEA à un flux Catégories de produit Architecture des campagnes Descriptifs des produits Structuration des adgroups Prix Définition des mots clés Promotion Texte dynamique des annonces Disponibilités Désactivation automatique … … | Paris (France) – San Francisco, San Diego, Chicago, Philadelphia (USA) 10
  11. 11. Structuration des campagnes et adgroups Règle de campagne : une campagne par <station> Régle d’adgroup : un adgroup par <nom> | Paris (France) – San Francisco, San Diego, Chicago, Philadelphia (USA) 11
  12. 12. Rédaction dynamique des textes d’annonces Règle d’annonce : | Paris (France) – San Francisco, San Diego, Chicago, Philadelphia (USA) 12
  13. 13. Définition automatique des mots-clés Règle de mot-clé : concatener <nom> avec une liste de mot définie (ex: prix, pas cher…) Mots clés Résidence les adrets Prix résidence les adrets Résidence les adrets prix Résidence les adrets pas cher … | Paris (France) – San Francisco, San Diego, Chicago, Philadelphia (USA) 13
  14. 14. Gestion des stocks Règle : Désactivation de l’adgroup si <active>0<active> | Paris (France) – San Francisco, San Diego, Chicago, Philadelphia (USA) 14
  15. 15. Résultats d’une campagne en temps réel Ski Les performances du compte RTC produit vs le compte générique CTR +50% TTR +44% ROI +24% | Paris (France) – San Francisco, San Diego, Chicago, Philadelphia (USA) 15
  16. 16. Les outils | Paris (France) – San Francisco, San Diego, Chicago, Philadelphia (USA) 16
  17. 17. Gardons le contact François Houste LSFinteractive directeur associé LSFe-tourisme LSFinteractive est une agence de marketing mail : fhouste@lsfinteractive.com et communication sur internet. twitter : @fhouste http://www.lsfinteractive.fr twitter : @lsfparis Stéphanie Dessailly Account Manager – Search & SMO mail : sdessailly@lsfinteractive.comMerci de votre attention. | Paris (France) – San Francisco, San Diego, Chicago, Philadelphia (USA) 17

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