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Mission Shopping - Comment booster vos ventes en ligne en fin d'année

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Découvrez quelques best practices et conseils pour affiner vos campagnes e-commerce spécial Noël. Ouvert la chasse aux "Supershopper" en fin d'année !

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Mission Shopping - Comment booster vos ventes en ligne en fin d'année

  1. 1. © Stefanie Keller, Directrice Conseil PPC MISSION SHOPPING Comment booster vos ventes en ligne en fin d’année
  2. 2. 61% des cadeaux les plus achetés en ligne sont des produits culturels, suivis des jeux et jouets (44%) et des vêtements et accessoires (36%). Source: Fevad, novembre 2014 © Stefanie Keller, Directrice Conseil PPC
  3. 3. …mais © Stefanie Keller, Directrice Conseil PPC
  4. 4. © Stefanie Keller, Directrice Conseil PPC 49% Des internautes visitent plus de 3 fois le site avant d’acheter Source : Google Partners, 2015
  5. 5. 70% Des internautes abandonnent leur panier avant l’achat Source : Google Partners, 2015 © Stefanie Keller, Directrice Conseil PPC
  6. 6. …pourquoi ? © Stefanie Keller, Directrice Conseil PPC
  7. 7. Les gens ne vont plus en ligne. Ils vivent en ligne ! 7 © Stefanie Keller, Directrice Conseil PPC © Stefanie Keller, Directrice Conseil PPC photo credit : pexels.com
  8. 8. [nf] : changement rapide des rapports de force grâce au numérique #Uberisation Les nouveaux consommateurs veulent économiser plus, gagner du temps, vivre des émotions positives. Source: www.uberisation.org © Stefanie Keller, Directrice Conseil PPC
  9. 9. #Achat facilité Pour être achetées, les marques doivent jouer sur l’immédiateté et l’agilité favorisées par les médias • Les call-to-action envahissent les réseaux sociaux : le social shopping • En 2015, 52% des personnes ont consulté des avis sur les réseaux sociaux avant d’acheter en ligne Source: viuz.com, Les 10 tendances qui impacteront les médias en 2016 selon Dentsu Aegis Network, 02.08.2016 © Stefanie Keller, Directrice Conseil PPC
  10. 10. 10 +85% de dépenses sur Shopping en Novembre comparé au début de l’année et 2 fois plus qu’en Décembre Source: Marin Software 2016, Baromètre Campagne Shopping 2016 Dépenses campagnes Shopping : le Pic du mois de Novembre © Stefanie Keller, Directrice Conseil PPC
  11. 11. 11 L’essor du mobile change profondément le domaine du Shopping. La distinction « en ligne » et « hors ligne » est plus floue que jamais. Les consommateurs utilisent les mobiles pour se renseigner sur les produits, demander des avis, comparer les prix et puis acheter. Source: Marin Software 2016, Baromètre Campagne Shopping 2016 © Stefanie Keller, Directrice Conseil PPC
  12. 12. 12 55% Des annonces shopping cliquées sont désormais effectuées sur un smartphone Source : Google Partners, 2015 © Stefanie Keller, Directrice Conseil PPC
  13. 13. 13 L’achat via mobile : une croissance exponentielle depuis 2015 +350% de croissance Source: Marin Software 2016, Baromètre Campagne Shopping 2016 © Stefanie Keller, Directrice Conseil PPC
  14. 14. Parcours Shopping de plus en plus complexe © Stefanie Keller, Directrice Conseil PPC
  15. 15. Aujourd’hui, la visibilité et la disponibilité des produits sont permanentes © Stefanie Keller, Directrice Conseil PPC
  16. 16. Les solutions Shopping des trois acteurs principaux. 16 #Comment ? © Stefanie Keller, Directrice Conseil PPC
  17. 17. © Stefanie Keller, Directrice Conseil PPC Les 8 étapes clés d’une campagne Shopping
  18. 18. Définir sa stratégie Shopping Structurer sa campagne Shopping 1 2 Diviser l’inventaire en plusieurs campagnes 3 Paramétrage de la campagne Shopping 4 Optimiser sa campagne Shopping 6 Mise en place du RLSA 5 Automatiser sa stratégie d’enchères 7 Maximiser son profit & adapter les campagne selon la saisonnalité 8 © Stefanie Keller, Directrice Conseil PPC
  19. 19. Répartition optimale du budget publicitaire Suivi des indicateurs clés Optimisation des campagnes 19 Que prendre en compte lors de la création ? © Stefanie Keller, Directrice Conseil PPC
  20. 20. 20 3 Approches Stratégiques pour des campagnes Shopping puissantes Produits 1 Ajustement des enchères par rapport aux marques et produits de votre catalogue Performance 2 Ajustement des enchères par rapport aux produits les plus et les moins performants. Hybride 3 Ajustement des enchères par rapport au catalogue produits et à la performance. © Stefanie Keller, Directrice Conseil PPC
  21. 21. 21 Une stratégie claire vous facilitera votre décision sur la manière de segmenter votre offre en campagnes, groupes d’annonces et labels. © Stefanie Keller, Directrice Conseil PPC
  22. 22. Produits 1 Ajustement des enchères par rapport aux marques et produits de votre catalogue Performance 2 Ajustement des enchères par rapport aux produits les plus et les moins performants. Hybride 3 Ajustement des enchères par rapport au catalogue produits et à la performance. Prêt-à-Porter Type de produit niveau 1 Femmes Type de produit niveau 2 Hommes Type de produit niveau 2 Autres ABC Marque - Brand Autres DEF Marque - Brand Autres GHI Marque - Brand Autres Meilleures Ventes Custom Label 0 High Margin Custom Label 1 Low Margin Custom Label 1 Autres ABC Marque Autres DEF Marque Autres GHI Marque Autres Prêt-à-Porter Type de produit niveau 1 Femmes Type de produit niveau 1 Hommes Type de produit niveau 1 Autres Meilleures Ventes Autres Item ID : 1111 Autres High Margin Autres Source : Google Partners, 2016 © Stefanie Keller, Directrice Conseil PPC
  23. 23. 23 3 Principes Plus votre inventaire est varié, plus il est nécessaire pour la granularité de différencier et segmenter vos campagnes La structure de la campagne vous permettra d’ajuster les enchères en fonction des valeurs des produits. La structure de campagne vous facilite la gestion. © Stefanie Keller, Directrice Conseil PPC
  24. 24. Allez plus loin grâce aux labels personnalisés Un moyen efficace pour structurer vos produits Un moyen rapide pour adapter vos stratégies d’enchères © Stefanie Keller, Directrice Conseil PPC
  25. 25. 25 #Comment? id title custom_label_0 custom_label_1 custom_label_2 custom_label_3 custom_label_4 101 Brand A Red Silk Santa Hat vente flash low margin noel 102 Brand B Women Long Rain Jacket printemps high margin saint valentin 103 Brand C Silk Grey Tie promo bestseller high margin 104 Brand B Men Blue Winter Coat automne 105 Brand B Men Blue Tee Shirt bestseller low margin Source : Google Partners, 2016 © Stefanie Keller, Directrice Conseil PPC
  26. 26. 1 3 2 Le mobile, on ne peut plus s’en passer. Intégrez-le naturellement dans votre stratégie Shopping. Évaluez les atouts et les défauts des différents formats d’annonces et multipliez les canaux Shopping. Soyez prêt pour le rush de fin d’année ! Prévoyez vos budgets et optimisez votre flux de produits le plutôt possible. © Stefanie Keller, Directrice Conseil PPC

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