{"id":2684,"date":"2023-01-19T15:21:47","date_gmt":"2023-01-19T15:21:47","guid":{"rendered":"http:\/\/content-performance-marketing.com\/?p=2684"},"modified":"2023-01-20T15:28:32","modified_gmt":"2023-01-20T15:28:32","slug":"paid-search-sea-adwords-guide-debutant","status":"publish","type":"post","link":"https:\/\/oonay.com\/fr\/paid-search-sea-adwords-guide-debutant","title":{"rendered":"Paid Search : petit guide pour d\u00e9butant"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2684\" class=\"elementor elementor-2684\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-656c24e9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"656c24e9\" data-element_type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1361fe0a\" data-id=\"1361fe0a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-55ed9e35 elementor-widget elementor-widget-text-editor\" data-id=\"55ed9e35\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Chassez le (r\u00e9f\u00e9rencement) naturel, il reviendra (presque) au galop<\/h3><p>Une strat\u00e9gie de r\u00e9f\u00e9rencement naturel prend du temps \u00e0 mettre en place et il faut compter au moins trois mois pour commencer \u00e0 observer les premiers r\u00e9sultats. Le Paid Search (encore appel\u00e9 SEA ou r\u00e9f\u00e9rencement payant) s&rsquo;av\u00e8re donc tr\u00e8s utile pour marier la visibilit\u00e9 et le trafic vers votre site internet.<\/p><p>En revanche, les nombreux acronymes peuvent en d\u00e9router plus d&rsquo;un. Dans cet article, zoom sur le CPC, CPM, SERP et autres termes de l&rsquo;univers du Paid Search. Mais avant cela&#8230;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-e8407ee e-flex e-con-boxed e-con e-parent\" data-id=\"e8407ee\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a6cc3c5 elementor-widget elementor-widget-text-editor\" data-id=\"a6cc3c5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3 style=\"font-family: Kanit, sans-serif; color: rgb(0, 0, 0);\">Pourquoi le r\u00e9f\u00e9rencement payant est-il si important ?<\/h3>\n<p>Google tire la majorit\u00e9 de ses revenus de la publicit\u00e9. Que ce soit par le biais des r\u00e9sultats d&rsquo;Ads sur les SERPs, via le r\u00e9seau AdSense ou encore gr\u00e2ce \u00e0 ses vid\u00e9os en pr\u00e9-roll sur YouTube, elle vous permet d&rsquo;obtenir des r\u00e9sultats rapides.&nbsp;<span style=\"font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-weight: var( --e-global-typography-text-font-weight ); background-color: rgba(255, 249, 225, 0); color: var( --e-global-color-173ec7a );\">Si vous venez de lancer votre site et n&rsquo;\u00eates pas encore r\u00e9f\u00e9renc\u00e9s dans les r\u00e9sultats organiques, il est int\u00e9ressant de se pencher sur le Paid Search pour acqu\u00e9rir de la notori\u00e9t\u00e9 et commencer \u00e0 g\u00e9n\u00e9rer des revenus. Pas besoin d&rsquo;engager des budgets astronomiques si vous couplez des<\/span><span style=\"font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-weight: var( --e-global-typography-text-font-weight ); background-color: rgba(255, 249, 225, 0); color: var( --e-global-color-173ec7a );\">&nbsp;<\/span><a href=\"https:\/\/oonay.com\/recherchez-vos-mots-cles\/\" style=\"font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-weight: var( --e-global-typography-text-font-weight ); background-color: rgba(255, 249, 225, 0);\">recherches de mots-cl\u00e9s<\/a><span style=\"font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-weight: var( --e-global-typography-text-font-weight ); background-color: rgba(255, 249, 225, 0); color: var( --e-global-color-173ec7a );\">&nbsp;<\/span><span style=\"font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-weight: var( --e-global-typography-text-font-weight ); background-color: rgba(255, 249, 225, 0); color: var( --e-global-color-173ec7a );\">\u00e0 une strat\u00e9gie judicieuse !<\/span><\/p><p><span style=\"background-color: var( --e-global-color-22fe86f ); color: var( --e-global-color-173ec7a ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-weight: var( --e-global-typography-text-font-weight ); text-align: var(--text-align);\">Votre site figure d&rsquo;une bonne autorit\u00e9 dans son domaine et d&rsquo;une bonne visibilit\u00e9 organique ? Attention, vous n&rsquo;avez pas la garantie de garder vos positions dans les SERPs, notamment si vous vous \u00eates positionn\u00e9s sur des mots-cl\u00e9s particuli\u00e8rement concurrentiels. Le Paid Search peut donc venir en compl\u00e9ment dans votre strat\u00e9gie sur vos mots-cl\u00e9s les plus strat\u00e9giques<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-440b38ff e-flex e-con-boxed e-con e-parent\" data-id=\"440b38ff\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-11520a64 elementor-widget elementor-widget-image\" data-id=\"11520a64\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"627\" src=\"https:\/\/oonay.com\/wp-content\/uploads\/2019\/08\/Frame-48.png\" class=\"attachment-full size-full wp-image-18849\" alt=\"\" srcset=\"https:\/\/oonay.com\/wp-content\/uploads\/2019\/08\/Frame-48.png 1200w, https:\/\/oonay.com\/wp-content\/uploads\/2019\/08\/Frame-48-300x157.png 300w, https:\/\/oonay.com\/wp-content\/uploads\/2019\/08\/Frame-48-1024x535.png 1024w, https:\/\/oonay.com\/wp-content\/uploads\/2019\/08\/Frame-48-768x401.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4c77522 e-flex e-con-boxed e-con e-parent\" data-id=\"4c77522\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d4c6509 elementor-widget elementor-widget-spacer\" data-id=\"d4c6509\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6fbdd41 elementor-widget elementor-widget-text-editor\" data-id=\"6fbdd41\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Qu&rsquo;est-ce que Google Ads (Adwords) ?<\/h3><p>Chaque moteur de recherche propose sa propre plateforme pour la diffusion de publicit\u00e9s. Chez Google, elle se nomme\u00a0<a href=\"https:\/\/ads.google.com\/intl\/fr_fr\/home\/\">Google Ads<\/a>\u00a0(anciennement appel\u00e9 Google Adwords). Pour Bing, dirigez-vous vers\u00a0<a href=\"http:\/\/ads.microsoft.com\/\">Microsoft Advertising<\/a>\u00a0(anciennement Bing Ads).<\/p><p>Avec ses 94% de parts de march\u00e9, Google est le moteur de recherche pr\u00e9f\u00e9r\u00e9 des Fran\u00e7ais. C&rsquo;est pourquoi la plupart de nos exemples s&rsquo;appuie sur la filiale d&rsquo;Alphabet.<\/p><p>\u00a0<\/p><h3>Comment fonctionne le Paid Search ?<\/h3><p>Compte tenu des avantages du r\u00e9f\u00e9rencement payant, vous n&rsquo;\u00eates certainement pas le seul de votre secteur \u00e0 vouloir diffuser des annonces sur les m\u00eames requ\u00eates. Pour d\u00e9partager les annonceurs qui souhaitent se positionner sur un m\u00eame SERP, Google s&rsquo;appuie sur un syst\u00e8me d&rsquo;ench\u00e8res. Il en existe 3 types :<\/p><ul><li>CPC (Co\u00fbt par Clic) : le montant que vous \u00eates pr\u00eat \u00e0 payer pour 1 clic sur votre annonce<\/li><li>CPM (Co\u00fbt pour Mille) : le montant que vous \u00eates pr\u00eat \u00e0 payer pour 1000 impressions de votre annonce<\/li><li>CPE (Co\u00fbt par Engagement) : le montant que vous \u00eates pr\u00eat \u00e0 payer pour 1 conversion ou 1 action que vous aurez d\u00e9fini, suite au clic sur votre annonce<\/li><\/ul><p>Cependant, une ench\u00e8re \u00e9lev\u00e9e ne suffira pas n\u00e9cessairement \u00e0 dominer le classement d&rsquo;une page.\u00a0<strong>Google prend \u00e9galement en compte un score de qualit\u00e9<\/strong>\u00a0pour g\u00e9n\u00e9rer les r\u00e9sultats de recherches.<\/p><p>Ce score s&rsquo;apparente \u00e0 une note de 1 \u00e0 10 et d\u00e9termine la pertinence entre les mots-cl\u00e9s choisis et la promesse votre annonce doit \u00eatre coh\u00e9rente avec votre page de destination. Choisissez donc une landing page sp\u00e9cifique faisant directement \u00e9cho \u00e0 votre publicit\u00e9.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f5d68e7 e-flex e-con-boxed e-con e-parent\" data-id=\"f5d68e7\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-89582a0 e-flex e-con-boxed e-con e-parent\" data-id=\"89582a0\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-77c4274 elementor-widget elementor-widget-image\" data-id=\"77c4274\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1200\" height=\"627\" src=\"https:\/\/oonay.com\/wp-content\/uploads\/2019\/08\/Frame-52.png\" class=\"attachment-full size-full wp-image-18851\" alt=\"\" srcset=\"https:\/\/oonay.com\/wp-content\/uploads\/2019\/08\/Frame-52.png 1200w, https:\/\/oonay.com\/wp-content\/uploads\/2019\/08\/Frame-52-300x157.png 300w, https:\/\/oonay.com\/wp-content\/uploads\/2019\/08\/Frame-52-1024x535.png 1024w, https:\/\/oonay.com\/wp-content\/uploads\/2019\/08\/Frame-52-768x401.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e30e8bc e-flex e-con-boxed e-con e-parent\" data-id=\"e30e8bc\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-250deb3 elementor-widget elementor-widget-spacer\" data-id=\"250deb3\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2011c5c elementor-widget elementor-widget-text-editor\" data-id=\"2011c5c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3><span style=\"font-size: 24px; text-align: var(--text-align); background-color: var( --e-global-color-22fe86f );\">Alors, faut-il se lancer dans le SEA ?<\/span><\/h3><p>Une strat\u00e9gie de r\u00e9f\u00e9rencement naturel rigoureuse, associ\u00e9e \u00e0 un contenu de qualit\u00e9 et \u00e0 une exp\u00e9rience utilisateur agr\u00e9able assurera un trafic r\u00e9gulier sur votre site, \u00e0 condition d&rsquo;y accorder le temps n\u00e9cessaire. Cependant, votre position dans les SERPs ne pourra jamais \u00eatre garantie. Aussi, il sera pertinent d&rsquo;utiliser le r\u00e9f\u00e9rencement payant de mani\u00e8re astucieuse lors d&rsquo;un \u00e9v\u00e9nement ponctuel, ou en fil rouge sur des termes strat\u00e9giques.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0b5b8bc e-flex e-con-boxed e-con e-parent\" data-id=\"0b5b8bc\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-31f2c4f elementor-widget elementor-widget-text-editor\" data-id=\"31f2c4f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4 style=\"font-family: Kanit, sans-serif; color: #000000;\">Vous souhaitez des conseils sur Google Ads ? <br>Vous avez besoin d&rsquo;un audit de vos campagnes Paid Search pour vous am\u00e9liorer ?&nbsp;<\/h4>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-258e69c8 e-flex e-con-boxed e-con e-parent\" data-id=\"258e69c8\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-209f5914 elementor-align-center elementor-button-info elementor-widget elementor-widget-global elementor-global-16925 elementor-widget-button\" data-id=\"209f5914\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-lg\" href=\"#contact\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">CONTACTEZ-NOUS<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>J\u2019esp\u00e8re que cela touchera tous les \u00e9l\u00e9ments que vous pourriez entendre dans le m\u00eame souffle que la recherche pay\u00e9e (paid search), prenant en compte des acronymes d\u00e9routants tels que PPC, CPM, CPC, SERP et quelques autres maquill\u00e9es que je lancerai juste pour amusement.<\/p>\n","protected":false},"author":1,"featured_media":18838,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-2684","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-acquisition"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Paid Search : petit guide pour d\u00e9butant - Oonay<\/title>\n<meta name=\"description\" content=\"SEA, SERP, CPM, CPC... Perdu avec ces acronymes ? Faite une remise \u00e0 niveau sur les notions fondamentales du Paid Search et lancez-vous.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/oonay.com\/fr\/paid-search-sea-adwords-guide-debutant\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Paid Search : petit guide pour d\u00e9butant - Oonay\" \/>\n<meta property=\"og:description\" content=\"SEA, SERP, CPM, CPC... Perdu avec ces acronymes ? 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