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ET12 - EX4 - Google adwords

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Intervention lors des #ET12, 12èmes Rencontres Nationales du etourisme institutionnel à Pau, les 19 et 20 octobre 2016.

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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ET12 - EX4 - Google adwords

  1. 1. @ThinkMyWeb EX4 : Google Adwords #ET12EX4
  2. 2. Cédric Chabry Fondateur et Directeur Conseil cedric@thinkmyweb.fr www.thinkmyweb.fr @ThinkMyWeb fb.com/ThinkMyWeb Précédemment Directeur Conseil Associé @ Agence Interactive
  3. 3. Qu’est-ce que cela implique pour les DMO ? Ah bon ? Google et ses adWords ont évolué ??? adWords, mais pas que... OK, et donc... on fait quoi, nous ? Évolutions de Google adWords
  4. 4. Qu’est-ce que cela implique pour les DMO ? Ah bon ? Google et ses adWords ont évolué ??? adWords, mais pas que... OK, et donc... on fait quoi, nous ? Évolutions de Google adWords
  5. 5. « Don’t be evil » 6.You can make money without doing evil Google is a business.The revenue we generate is derived from offering search technology to companies and from the sale of advertising displayed on our site and on other sites across the web. (...) « We don’t allow ads to be displayed on our results pages unless they are relevant where they are shown » « We believe that advertising can be effective without being flashy.We don’t accept pop–up advertising, which interferes with your ability to see the content you’ve requested » « Advertising on Google is always clearly identified as a “Sponsored Link,” so it does not compromise the integrity of our search results »
  6. 6. (But, please... give me money !) $
  7. 7. 10 ans d’évolutions permanenteshumm... a little bit more money, please !
  8. 8. En 2013, Google, c’était encore ça :
  9. 9. En 2016, Google, c’est ça !
  10. 10. Une nette accélération en moins d’1 an ! Oct. 2016Mars. 2016Oct. 2015 Janv. 2016
  11. 11. Passage de 3 à 4 adWords premium & suppression de la sidebar Focus sur les 3 dernières évolutions
  12. 12. Passage de l’étiquette ‘annonce’ en vert Focus sur les 3 dernières évolutions « Advertising on Google is always clearly identified as a “Sponsored Link,” so it does not compromise the integrity of our search results »...
  13. 13. Modification de la structure des annonces Focus sur les 3 dernières évolutions AVANT (retirées 01/2017) : Titre de l’annonce : 25 caractères max Description 1 : 35 caractères max Description 2 : 35 caractères max URL à afficher : 35 caractères max APRES (expanded text ads) : Titre 1 : 30 caractères max Titre 2 : 30 caractères max Description : 80 caractères max URL à afficher : 2x15 caractères max +140% ! +14% ! Potentiel de +20% sur le taux de clics d’après Google...
  14. 14. Résultat ? 2013 2016
  15. 15. Avec des impacts confirmés... ne font pas la différence entre publicités et résultats naturels 50% 55% Oct. 2016Janv. 2016 ne font pas la différence entre publicités et résultats naturels
  16. 16. Une méconnaissance coissante avec l’âge 51% 49% 52% 59% 64% 70% 18-24 25-34 35-44 45-54 55-64 65+
  17. 17. Qu’est-ce que cela implique pour les DMO ? Ah bon ? Google et ses adWords ont évolué ??? adWords, mais pas que... OK, et donc... on fait quoi, nous ? Évolutions de Google adWords
  18. 18. visiter paris hotel parc beaumont pau voyage corse hotels pau lyon toulouse Quelques widgets Google...
  19. 19. visiter paris hotel parc beaumont pau voyage corse hotels pau lyon toulouse «  We believe that advertising can be effective without being flashy. We don’t accept pop–up advertising, which interferes with your ability to see the content you’ve requested  » Quelques widgets Google...
  20. 20. Une tendance similaire sur mobile...
  21. 21. Google Destinations, Hôtels,Vols...
  22. 22. Qu’est-ce que cela implique pour les DMO ? Ah bon ? Google et ses adWords ont évolué ??? adWords, mais pas que... OK, et donc... on fait quoi, nous ? Évolutions de Google adWords
  23. 23. #  Baisse constante de visibilité naturelle #  Baisse modérée des clics sur les résultats SEO #  ‘Détournement’ de trafic ▶  Missions DMO / Incontournables > Destination et Lieux d’intérêt ▶  Longue traine SIT > Google My Business / Maps / Knowledge Graph ▶  ... #  Hausse relative des CPC Principaux impacts pour les DMOs
  24. 24. 1. Poursuivre les efforts SEO ! #  Le SEO n’est pas mort et reste le principal levier d’acquisition #  ‘Le contenu est ROI’ reste d’actualité #  Ne pas hésiter à se positionner en ‘early adopter’ sur les nouveaux formats Google Comment réagir ?
  25. 25. 2. Observer spécifiquement les résultats des carrousels : #  Prioriser les optimisations SEO (créer du contenu si nécessaire) sur les expressions exactes pour viser la 1ère place SEO sur les redirections de recherche #  Tenter d’exploiter le KnowledgeGraph Comment réagir ?
  26. 26. Comment réagir ?
  27. 27. Comment réagir ? 14ème position
  28. 28. 2. Observer spécifiquement les résultats des carrousels : #  Prioriser les optimisations SEO (créer du contenu si nécessaire) sur les expressions exactes pour viser la 1ère place SEO sur les redirections de recherche #  Tenter d’exploiter le KnowledgeGraph Comment réagir ?
  29. 29. Comment réagir ?
  30. 30. 3. Diversifier son audience et réduire sa ‘Google Dépendance’ : #  Le SEO a encore de beaux jours devant lui, mais la tendance baissière ne fait que se confirmer #  Travailler les réseaux sociaux permet de créer l’envie de votre destination très en amont #  Diffuser largement son contenu là où se trouve l’audience, sans courir après les visiteurs web Comment réagir ?
  31. 31. 4. Si vous faites de l’adWords : #  Plus que jamais, piloter globalement le ‘‘search’’ Comment réagir ?
  32. 32. 4. Si vous faites de l’adWords : #  Plus que jamais, piloter globalement le ‘‘search’’ #  Si ce n’est pas déjà le cas, piloter la performance réelle de vos campagnes ▶  Taux de rebond et indicateurs qualitatif pour les annonces « éditoriales » ▶  Taux de conversion pour les annonces « marchandes » Comment réagir ?

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