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Optimiser ses campagnes Google Ads avec DataStudio | SMX Paris 2019

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A l'occasion du SMX Paris 2019, nous étions aux côtés de notre client NG Travel pour vous livrer nos astuces DataStudio : mieux prendre en main l’outil et comment l’utiliser pour optimiser vos campagnes Ads.
Nous mettons à votre disposition ici le support de notre intervention.

Published in: Marketing
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Optimiser ses campagnes Google Ads avec DataStudio | SMX Paris 2019

  1. 1. présenté par : Alice Gerfault, RESONEO Alexis Kechichian, NG TRAVEL Optimiser ses campagnes Google Ads avec DataStudio
  2. 2. NG TRAVEL, 5ème TOUR OPÉRATEUR FRANÇAIS club / mass marketcomité d’entreprises luxe / sur mesure Spécialisé dans le secteur des packages
  3. 3. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA CRÉÉE EN 2004 80 CONSULTANTS UNE AGENCE DE SPÉCIALISTES ORGANISME DE FORMATION AGRÉÉ MEILLEURE CAMPAGNE SEA 2018 MEILLEURE CAMPAGNE SEO 2018 3
  4. 4. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 05 Les limites de DataStudio Case Study Directours 03 Piloter des campagnes Google Ads avec DataStudio 02 Fonctionnalités de base 01 DataStudio, c’est quoi ? 4 04
  5. 5. DATA STUDIO, C’EST QUOI ? 5 01
  6. 6. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 6 DATASTUDIO = UN OUTIL DE VISUALISATION DE DONNÉES
  7. 7. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 7 DATASTUDIO = OUTIL QUI SE CONNECTE À PLUSIEURS SOURCES Connecteurs natifs Connecteurs de bases de données Connecteurs créés par des tiers
  8. 8. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 8 AVANTAGE DE DATASTUDIO N°1 GRATUIT
  9. 9. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 9 AVANTAGE DE DATASTUDIO N°2 SIMPLE Accès aux données Google Ads sans aller dans la plateforme “drag and drop” pour créer tableaux et graphiques Design agréable
  10. 10. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 10 AVANTAGE DE DATASTUDIO N°3 INNOVANT
  11. 11. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 11 INCONVÉNIENT DE DATASTUDIO N°1 GRATUIT = SUPPORT
  12. 12. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 12 INCONVÉNIENT DE DATASTUDIO N°2 PAS SI SIMPLE...
  13. 13. FONCTIONNALITÉS DE BASE 13 02
  14. 14. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 14 ÉCRAN D’ACCUEIL
  15. 15. 1 2 3 SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 15 3 ÉTAPES CLÉS D’UN RAPPORT DATA STUDIO CRÉER UNE SOURCE DE DONNÉES Permet de lier des données au rapport Data Studio EDITER LE RAPPORT Permet de mettre en forme la donnée via l’ajout de graphiques, tableaux, textes… PARTAGER LE RAPPORT Permet de définir les personnes qui peuvent visualiser ou modifier le rapport
  16. 16. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA Dans le cas d’un rapport vierge : 16 CRÉER UNE SOURCE DE DONNÉES1
  17. 17. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA Si vous dupliquez un rapport ou si vous utilisez un modèle : 17 CRÉER UNE SOURCE DE DONNÉES1
  18. 18. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 18 CRÉER UNE SOURCE DE DONNÉES1
  19. 19. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 19 EDITER LE RAPPORT2 Rapport en mode vue Rapport en mode édition
  20. 20. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 20 EDITER LE RAPPORT2
  21. 21. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 21 EDITER LE RAPPORT : CRÉER DES CHAMPS CALCULÉS2
  22. 22. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 22 PARTAGER LE RAPPORT ET LES DONNÉES3 Partager le rapport avec 2 modes : - Droit de modification - Lecture seule Parametrer un envoi du rapport par mail Télécharger un rapport en version pdf
  23. 23. PILOTER LES CAMPAGNES GOOGLE ADS 23 03
  24. 24. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 24 VUE MACRO DES PERFORMANCES SEA
  25. 25. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 25 BILAN DE CAMPAGNES HEBDOMADAIRE
  26. 26. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 26 DÉTAIL PAR CAMPAGNES
  27. 27. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 27 PERFORMANCES PAR APPAREIL
  28. 28. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 28 PERFORMANCES EN TEMPS RÉEL
  29. 29. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 29 ANALYSE DE LA CONCURRENCE Part d’impression versus la concurrence Evolution des différents taux d’impressions versus volume d’impressions
  30. 30. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 30 PERFORMANCES PAR CIBLAGES
  31. 31. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 31 QUALITY SCORE
  32. 32. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 32 SUIVI DES AUDIENCES Global traffic
  33. 33. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 33 FLOP MOTS-CLÉS
  34. 34. CASE STUDY DIRECTOURS 34 04
  35. 35. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 35 PRÉSENTATION DE DIRECTOURS 7k€ panier moyenVoyage balnéaire de luxe Circuits sur mesure >45 ans CSP+++
  36. 36. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 36 CONTEXTE DE DIRECTOURS - GESTION DES FLUX site internet Leads : Appels Demandes de devis Réservations online
  37. 37. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 37 TYPES DE CONVERSIONS ET LEURS LIMITES Comment piloter les campagnes avec si peu de fiabilité ? Ventes OnlineDevis Appels mal trackésvolume important volume faible
  38. 38. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 38 COMMENT PILOTER LES CAMPAGNES ? 1/3 Recours à un proxi : TAUX DE DÉPENSES = dépenses / Chiffre d’Affaires sur chaque destination Campagnes structurées par destination … insuffisant ! Peu de campagnes génériques
  39. 39. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 39 COMMENT PILOTER LES CAMPAGNES ? 2/3 L’unité de temps est une difficulté supplémentaire ! La dynamique de réservation est importante
  40. 40. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA ● L’analyse des conversions est nécessaire mais insuffisante et biaisée ● Taux de dépenses par destination ● Evolution du Chiffre d’affaires sur 4 semaines ● Anticiper la saisonnalité 40 EN RÉSUMÉ : RAPPEL DES ÉLÉMENTS DE PILOTAGE : Comment croiser des données de coûts/trafic Google Ads avec des données de ventes/Chiffre d’affaires Directours ?
  41. 41. 1 2 3 SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 41 RESONEO Reporting Excel avec les datas Google / Bing Sous 1, 2 et 4 semaines Déclinaison par moteur, par campagne, par destination, etc… Un fichier lourd : 45Mo DIRECTOURS Compilation des volumes d’affaires par destination Retraitement des chiffres Constitution des taux de dépenses CONSOLIDATION Directours consolide les stats à la volée lors du point optimisation car trop lourd à croiser AVANT DATA STUDIO : UN RAPPORT LOURD, LENT ET INCOMPLET
  42. 42. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 42 LA SOLUTION :
  43. 43. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 43 TECHNIQUEMENT, COMMENT FAIT-ON ? Données Google Ads & Microsoft Ads Données internes Directours Combinaison de sources
  44. 44. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 44 DANS LA PLATEFORME : Un clé de jointure kpi de chaque source
  45. 45. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 45 LE RÉSULTAT Google Sheet Google Ads + Microsoft Ads Google Sheet Données Directours clé de jointure
  46. 46. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 46 VUE DÉTAILLÉE EVOLUTION 4 SEMAINES
  47. 47. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 47 POSSIBLE AUSSI DE FAIRE DU SUIVI BUDGÉTAIRE
  48. 48. LIMITES DE DATASTUDIO 48 05
  49. 49. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 49 LA COMBINAISON DE SOURCES A SES LIMITES Intersection des données des 2 sources lenteurs sur l’affichage des données récent fonctionnalité en cours d’amélioration
  50. 50. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 50 PAS DE CONNECTEURS POUR TOUT
  51. 51. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 51 PLUSIEURS ALTERNATIVES QUAND IL N’Y A PAS DE CONNECTEUR Poursuivre les reportings sans data studio 1 Copier-coller manuel des exports dans une Google Sheet 2 Récupération automatique via par e-mails planifiés des plateformes 3 ✗ chronophage ✗ données figées ✗ chronophage ✗ lenteur de datastudio ✗ besoin d’une base technique pour intégration dans Big Query ✓ gain de temps ✓ donnée mise à jour quotidiennement ✓ toutes les données régies et vues outils dans data studio ✓ facile de combiner les données de plusieurs régies via Excel par exemple
  52. 52. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 52 SUIVI DES TYPES DE CONVERSIONS
  53. 53. A RETENIR 53 06
  54. 54. SEO | SEARCH & SHOPPING | DISPLAY & SOCIAL ADS | ANALYTICS & DATA 54 A RETENIR 1. Comme tout outil, Data Studio n’est pas parfait 2. Data Studio permet de connecter de nombreuses sources 3. Data Studio permet de faire des tableaux de bords très personnalisés 4. Data Studio est également un outil collaboratif 5. On peut combiner les données Google Ads avec des données externes 6. Réfléchissez à l’usage et aux utilisateurs avant de créer votre rapport
  55. 55. REJOIGNEZ RESONEO NOUS RECRUTONS DES CONSULTANTS SPÉCIALISTES SEO | Search & Shopping | Display & Social Ads | Analytics & Data

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