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Comment automatiser et améliorer vos campagnes #Adwords et #BingAds en 20 minutes @ ECP15

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Comment automatiser et améliorer vos campagnes #Adwords et #BingAds en 20 minutes ? et présentation de l'outil Dolead Campaign Manager V3.0

Présentation faite lors du salon E-commerce Paris #ECP15 par Guillaume Heintz et Arthur Saint-Père, co-fondateurs de Dolead

Published in: Marketing
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Comment automatiser et améliorer vos campagnes #Adwords et #BingAds en 20 minutes @ ECP15

  1. 1. Comment augmenter votre ROI sur vos campagnes ?
  2. 2. / 9 Summary 1 2 3 4 Analyse du Marché Nos quick wins Dolead Campaign Manager Démonstration
  3. 3. / 9 1. Notre analyse du marché « Search Engine Marketing » 3 Campaign Manager
  4. 4. / 9 Le marché du SEM #Adwords 40 Md$, la France représente 5% North America US : 92 % CA : 7 % MX : 1 % 25 Md$ South America BR : 92 % AR: 6 % 1 Md$ Europe UK : 41 % GE : 23 % FR : 17 %12 Md$
  5. 5. / 9 Avec une concurrence qui s’accroit en France 472 $ /mois 645 $ /mois 2013 2014 Adword s Bing ads 2014 2015 6,9 % % Market share France 9,6 % Dépense moyenne par mois en France
  6. 6. / 9 Et de nombreux nouveaux acteurs arrivent Févier17, 2015 Product Ads on Facebook Epingles e- commerce Juin 2, 2015 Twitter test buy button Septembre 8, 2014 Purchases On Google Juillet 15, 2015
  7. 7. / 9 Aujourd’hui en tant que e-commerçant 71%Des utilisateurs de smartphone l’ont utilisé pour obtenir une information avant d’acheter un produit ou un service
  8. 8. / 9 Exemple d’un de nos clients sur Google Shopping 2 K€ 18 K€ 20 K€ 2013 100 K€ 2014 CA Ad Spend Annonceur e-commerce Catégorie : électronique
  9. 9. / 9 2. Optimiser vos campagnes en 20 minutes 9 Campaign Manager
  10. 10. / 9 UNE APPROCHE SIMPLE DE L’OPTIMISATION SEA REDUIRE SES COUTS AUGMENTER SON VOLUME
  11. 11. / 9 Réduire ses coûts, 4 actions immédiates 11 MOTS-CLÉS • Ajout mots-clés négatifs • Mots-clés en pause ANNONCES • Désactiver les annonces • A/B Testing ENCHÈRES • Baisser les enchères AUDIENCE • Ajuster les enchères • Mobile/Geolocation REDUIRE SES COUTS
  12. 12. / 9 Deux exemples concrets 12 MOTS-CLÉS • Ajout mots-clés négatifs • Mots-clés en pause +Bracelet +jonc +argent 9€ CPA jamais convertis Réduire ses coûts
  13. 13. / 9 Deux exemples concrets 13 MOTS-CLÉS • Ajout mots-clés négatifs • Mots-clés en pause AUDIENCE • Ajuster les enchères • Mobile/Geolocation Réduire ses coûts
  14. 14. / 9 Augmenter son volume, 4 actions simples à mettre en œuvre MOTS-CLÉS • Ajouter des nouvelles intentions ANNONCES • Créer des annonces spécifiques • AB testing ENCHÈRES • Augmenter les enchères sur Les mots-clés qui convertissent AUDIENCE • Ajuster les enchères • List/retargeting Augmenter son volume
  15. 15. / 9 Le ciblage exact : un mythe 15 MOTS-CLÉS • Eviter le ciblage en exact 30%Des requêtes n’ont jamais été tapées Augmenter volume +Bague +Or Bague plaquée Or (Conversions) Nouvelle intention : Bijoux plaquées Or
  16. 16. / 9 3. Dolead Campaign Manager 16 Campaign Manager
  17. 17. / 9 DOLEAD : UNE APPROCHE 360° DE L’OPTIMISATION SEA MOTS-CLÉS Technologie Sémantique • Ajout nouveaux mots-clés • Exclusions automatiques • Optimisation de structure ANNONCES • Top annonces • Création d’annonces • A/B Testing ENCHÈRES Technologie Mathématique • Stratégie d’enchères globale • CPA / COS • Optimisations quotidiennes Campaign Manager AUDIENCE User Profiling • Saisonnalité / Météo • Géolocalisation • Devices
  18. 18. Campaign ManagerCampaign Manager Demander votre Audit
  19. 19. / 9 4. La démonstration Campaign Manager Dolead campaign Manager

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