{"id":10177,"date":"2023-02-28T00:57:17","date_gmt":"2023-02-28T00:57:17","guid":{"rendered":"https:\/\/startup-agenda.com\/?p=10177"},"modified":"2023-02-28T00:57:22","modified_gmt":"2023-02-28T00:57:22","slug":"les-campagnes-performance-max-de-google-de-nouvelles-options-pour-maximiser-vos-conversions","status":"publish","type":"post","link":"https:\/\/startup-agenda.com\/annuaire\/2023\/02\/28\/les-campagnes-performance-max-de-google-de-nouvelles-options-pour-maximiser-vos-conversions\/","title":{"rendered":"Les campagnes Performance Max de Google : de nouvelles options pour maximiser vos conversions"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/support.google.com\/google-ads\/answer\/13311048\">Google annonce des nouveaut\u00e9s int\u00e9ressantes<\/a> pour les campagnes Performance Max qui sont de plus en plus utilis\u00e9es par les annonceurs depuis leur lancement en 2021. En effet, ces campagnes permettent d\u2019optimiser automatiquement les annonces diffus\u00e9es sur divers canaux tels que Search, Display, Discover, YouTube ou encore Maps, pour atteindre les objectifs commerciaux fix\u00e9s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La premi\u00e8re nouveaut\u00e9 annonc\u00e9e concerne la prise en charge des mots cl\u00e9s \u00e0 exclure au niveau du compte. Les annonceurs peuvent d\u00e9sormais exclure plusieurs requ\u00eates sp\u00e9cifiques de l\u2019inventaire de recherche et d\u2019achat, afin de ne pas afficher d\u2019annonces sur ces mots cl\u00e9s pr\u00e9cis. Cette fonctionnalit\u00e9 est prise en compte pour les campagnes Performance Max, mais \u00e9galement pour les autres types d\u2019annonces (Shopping, Smart, Local\u2026), ce qui facilite la gestion de l\u2019ensemble des campagnes publicitaires.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La deuxi\u00e8me nouveaut\u00e9 consiste en la possibilit\u00e9 de r\u00e9aliser des tests comparatifs de campagnes. Google offre d\u00e9sormais la possibilit\u00e9 aux annonceurs de comparer les campagnes Performance Max \u00e0 d\u2019autres types de campagnes. Les tests Performance Max upflit permettent de visualiser de quelle mani\u00e8re l\u2019ajout d\u2019une campagne Performance Max \u00e0 des annonces d\u00e9j\u00e0 \u00e9tablies peut augmenter le nombre de conversions et\/ou leur valeur. Quant aux tests Performance Max vs campagnes Shopping, ils offrent la possibilit\u00e9 de comparer une campagne Shopping \u00e0 une campagne Performance Max sur un m\u00eame produit pour mesurer les b\u00e9n\u00e9fices de chaque type de campagne. Ces tests permettent aux annonceurs de mieux comprendre l\u2019impact des campagnes Performance Max sur leur strat\u00e9gie publicitaire et d&rsquo;adapter leur budget publicitaire en cons\u00e9quence.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les derni\u00e8res am\u00e9liorations apport\u00e9es par Google aux campagnes Performance Max offrent aux annonceurs des options de gestion plus avanc\u00e9es pour leurs campagnes publicitaires. Avec ces am\u00e9liorations, les annonceurs peuvent mieux contr\u00f4ler leur investissement publicitaire et obtenir des r\u00e9sultats plus pr\u00e9cis en termes de conversions et de valeur. Cela permet aux entreprises de mieux atteindre leur objectif commercial et d&rsquo;optimiser leur budget publicitaire pour obtenir des r\u00e9sultats plus rentables.<\/p>\n\n\n\n<blockquote class=\"twitter-tweet\"><p lang=\"en\" dir=\"ltr\">Performance Max experiments are rolling out in Google Ads! The highly-anticipated Performance Max feature is now available in Google Ads accounts. <a href=\"https:\/\/twitter.com\/rustybrick?ref_src=twsrc%5Etfw\">@rustybrick<\/a> <a href=\"https:\/\/t.co\/qlJEqs5WGV\">pic.twitter.com\/qlJEqs5WGV<\/a><\/p>&mdash; Tauqeer Aziz (@tauqueeraziz) <a href=\"https:\/\/twitter.com\/tauqueeraziz\/status\/1616036698508623878?ref_src=twsrc%5Etfw\">January 19, 2023<\/a><\/blockquote> <script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\n\n\n<p class=\"wp-block-paragraph\">Google continue d&rsquo;enrichir ses campagnes Performance Max avec de nouvelles fonctionnalit\u00e9s \u00e0 venir dans les prochains mois.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1.Exclusion de marques au niveau de la campagne Il sera bient\u00f4t possible de cr\u00e9er une liste de requ\u00eates de marques pour les exclure du trafic de recherche et d\u2019achat lors d\u2019une campagne Performance Max. Cela permettra, par exemple, de corriger le trafic li\u00e9 aux fautes d\u2019orthographe et d&rsquo;am\u00e9liorer la pertinence des annonces diffus\u00e9es.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"768\" height=\"400\" src=\"http:\/\/startup-agenda.com\/wp-content\/uploads\/2023\/02\/google-performance-max-exclusion-marques-768x400-1.jpg\" alt=\"google-performance-max-exclusion-marques-768x400\" class=\"wp-image-10178\" srcset=\"https:\/\/startup-agenda.com\/annuaire\/wp-content\/uploads\/2023\/02\/google-performance-max-exclusion-marques-768x400-1.jpg 768w, https:\/\/startup-agenda.com\/annuaire\/wp-content\/uploads\/2023\/02\/google-performance-max-exclusion-marques-768x400-1-300x156.jpg 300w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">2.Flux de pages Cette option permettra d&rsquo;envoyer le trafic g\u00e9n\u00e9r\u00e9 par la campagne \u00e0 un ensemble d&rsquo;URL sp\u00e9cifique. Cela permettra \u00e9galement \u00e0 l&rsquo;IA de comprendre quelles sont les pages importantes de votre site et ainsi d&rsquo;optimiser les performances de la campagne.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"768\" height=\"400\" src=\"http:\/\/startup-agenda.com\/wp-content\/uploads\/2023\/02\/google-performance-max-flux-pages-768x400-1.jpg\" alt=\"google-performance-max-exclusion-marques-768x400\" class=\"wp-image-10179\" srcset=\"https:\/\/startup-agenda.com\/annuaire\/wp-content\/uploads\/2023\/02\/google-performance-max-flux-pages-768x400-1.jpg 768w, https:\/\/startup-agenda.com\/annuaire\/wp-content\/uploads\/2023\/02\/google-performance-max-flux-pages-768x400-1-300x156.jpg 300w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">3. Outils de cr\u00e9ation de vid\u00e9os Google propose d\u00e9sormais une fonctionnalit\u00e9 de cr\u00e9ation vid\u00e9o directement dans l&rsquo;outil de cr\u00e9ation de campagnes Performance Max. Les annonceurs pourront ainsi cr\u00e9er et pr\u00e9visualiser leur vid\u00e9o avant de la publier sur YouTube, et de l&rsquo;utiliser pour leur campagne.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"http:\/\/startup-agenda.com\/wp-content\/uploads\/2023\/02\/google-performance-max-editeur-video-1024x576.gif\" alt=\"google-performance-max-editeur-video\" class=\"wp-image-10180\" srcset=\"https:\/\/startup-agenda.com\/annuaire\/wp-content\/uploads\/2023\/02\/google-performance-max-editeur-video-1024x576.gif 1024w, https:\/\/startup-agenda.com\/annuaire\/wp-content\/uploads\/2023\/02\/google-performance-max-editeur-video-300x169.gif 300w, https:\/\/startup-agenda.com\/annuaire\/wp-content\/uploads\/2023\/02\/google-performance-max-editeur-video-768x432.gif 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">4. Rapports et insights d\u00e9taill\u00e9s Google proposera bient\u00f4t de nouveaux rapports sur les groupes d&rsquo;assets, qui permettront notamment d&rsquo;analyser les conversions, la valeur de conversion, et le co\u00fbt de conversion d&rsquo;un groupe d&rsquo;assets en particulier. Dans les prochaines semaines, les annonceurs pourront \u00e9galement acc\u00e9der \u00e0 des informations d\u00e9taill\u00e9es sur la r\u00e9partition et la r\u00e9gulation du budget, pour leur permettre d&rsquo;optimiser facilement leurs d\u00e9penses en fonction des performances et des recommandations personnalis\u00e9es de Google.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ces nouvelles fonctionnalit\u00e9s t\u00e9moignent de l&rsquo;engagement de Google \u00e0 am\u00e9liorer constamment ses outils publicitaires, en proposant des solutions toujours plus performantes et adapt\u00e9es aux besoins des annonceurs. Les campagnes Performance Max continuent ainsi d&rsquo;\u00e9voluer pour permettre aux annonceurs de maximiser leur ROI et leur impact publicitaire.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google annonce des nouveaut\u00e9s int\u00e9ressantes pour les campagnes Performance Max qui sont de plus en plus utilis\u00e9es par les annonceurs depuis leur lancement en 2021. En effet, ces campagnes permettent 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