{"id":105165,"date":"2021-02-25T18:00:00","date_gmt":"2021-02-25T23:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/un-lancement-discret-google-fait-des-responsive-search-ads-le-format-par-defaut-des-annonces\/"},"modified":"2024-12-19T16:44:07","modified_gmt":"2024-12-19T21:44:07","slug":"un-lancement-discret-google-fait-des-responsive-search-ads-le-format-par-defaut-des-annonces","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/paid-media\/un-lancement-discret-google-fait-des-responsive-search-ads-le-format-par-defaut-des-annonces\/","title":{"rendered":"Un lancement discret: Google fait des Responsive Search Ads le format par d\u00e9faut des annonces"},"content":{"rendered":"<p>Si vous aussi, apr\u00e8s avoir regard\u00e9 Le Jeu de La Reine (The Queen\u2019s Gambit en anglais), vous pensez \u00eatre un professionnel en devenir des \u00e9checs, alors l\u2019annonce de Google que <a href=\"https:\/\/support.google.com\/google-ads\/answer\/10434300\" target=\"_blank\" rel=\"noopener\">les responsive search ads, ou RSA, sont maintenant le format par d\u00e9faut des annonces dans Google Ads<\/a> vous rappellera peut-\u00eatre une tactique particuli\u00e8re des \u00e9checs : la man\u0153uvre de louvoiement.<\/p>\n<p>Une man\u0153uvre de louvoiement est une <a href=\"https:\/\/chessimprover.com\/quiet-moves\/#:~:text=By%20definition%2C%20quiet%20moves%20are,on%20a%20more%20active%20square\" target=\"_blank\" rel=\"noopener\">man\u0153uvre positionnelle o\u00f9 on utilise successivement diff\u00e9rentes tactiques de mani\u00e8re d\u00e9tourn\u00e9e ou \u00e0 distance, \u00e0 l\u2019oppos\u00e9 du jeu d\u2019attaque direct<\/a>. \u00c0 l\u2019heure actuelle, la man\u0153uvre de Google faisant des RSA le nouveau format d\u2019annonces par d\u00e9faut n\u2019impacte que l\u2019IU, o\u00f9 Google offrira aux annonceurs de cr\u00e9er une RSA plut\u00f4t qu\u2019une ETA (Expanded Text Ad) lorsqu\u2019ils commencent \u00e0 b\u00e2tir un groupe d\u2019annonces. Les ETA peuvent toujours \u00eatre cr\u00e9\u00e9es et donc les RSA peuvent \u00eatre ignor\u00e9es.<\/p>\n<p>Si rien ne semble changer \u00e0 la surface, c\u2019est parce que les man\u0153uvre de louvoiement sont faites pour am\u00e9liorer la position d\u2019un joueur de mani\u00e8re progressive, pour faciliter la construction d\u2019une attaque et la rendre plus efficace. Si vous me le permettez, j\u2019aimerais continuer \u00e0 analyser les changements de Google en gardant un \u0153il sur ce qui pourrait \u00eatre son objectif final.<\/p>\n<ul>\n<li>\n<h2>L\u2019ouverture<\/h2>\n<p>L\u2019ouverture aux \u00e9checs comprend la phase de d\u00e9but du jeu, quand chaque joueur cherche \u00e0 avancer ses pi\u00e8ces de mani\u00e8re avantageuse pour la suite. Les annonceurs et Google bataillent depuis des ann\u00e9es pour obtenir l\u2019avantage.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"\/wpe-content\/uploads\/2021\/02\/google.jpg\" alt=\"Seattle, USA \u2013 4 f\u00e9vrier, 2020: Un panneau de rue \u00e0 sens unique pr\u00e8s des nouveaux bureaux de Google dans les environs de South Lake Union, en fin de journ\u00e9e.\" width=\"612\" height=\"306\" class=\"aligncenter size-full wp-image-55557\" \/><\/p>\n<p>Google a lanc\u00e9 les campagnes optimis\u00e9es en 2013, retirant les campagnes sp\u00e9cifiques par appareil mais en ajoutant la possibilit\u00e9 d\u2019ench\u00e9rir en se basant sur des signaux contextuels tels que l\u2019emplacement ou l\u2019appareil. Si on continue avec l\u2019analogie sur les \u00e9checs, c\u2019\u00e9tait un mouvement e2-e4, une ouverture classique et tr\u00e8s forte.<\/li>\n<li>\n<h2>Le milieu de partie<\/h2>\n<p>\u00c0 partir de l\u00e0, Google a ajout\u00e9 des strat\u00e9gies d\u2019ench\u00e8res \u00e0 sa plateforme, en ajoutant un emplacement suppl\u00e9mentaire pour les annonces au-dessus des r\u00e9ponses organiques, en cr\u00e9ant Dynamic Search Ads (les annonces de recherches dynamiques), en retirant les rapports et les ench\u00e8res sur la position moyenne, en ajoutant des fiches de magasinage bas\u00e9es sur le flux, en \u00e9largissant les annonces textes, en introduisant les scores d\u2019optimisation, en menant <a href=\"\/fr-ca\/blog\/google-devalorise-les-mots-cles-avec-modificateurs-de-requete-large-ce-que-vous-devez-savoir\/\">une mise \u00e0 jour r\u00e9cente des types de correspondances<\/a>, en retirant les requ\u00eates de longue tra\u00eene des SQR, en ajoutant des extensions pour les emplacements automatis\u00e9es et bien s\u00fbr, en d\u00e9voilant les Responsive Search Ads.<\/p>\n<p>Pour chaque automatisation qui leur faisait perdre un peu plus de contr\u00f4le, les annonceurs ont trouv\u00e9 des ripostes telles que <a href=\"https:\/\/www.linkedin.com\/pulse\/negative-pathing-how-use-keywords-improve-every-keyword-brian-coccaro\/?trackingId=MnyPDlt7R0mXqzIWa6%2F06Q%3D%3D\" target=\"_blank\" rel=\"noopener\">le cheminement n\u00e9gatif<\/a>, les campagnes sp\u00e9cifiques \u00e0 des emplacements et m\u00eame la fa\u00e7on dont ils utilisaient les mots cl\u00e9s avec modificateur de requ\u00eate large. Tout cela formait une s\u00e9rie de d\u00e9veloppements qui nous faisait penser que nous avions une chance de gagner, ou du moins tenir jusqu\u2019\u00e0 la fin du jeu.<\/li>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Plus de nouvelles            <\/h2>\n            <p class=\"subtitle\">\n                Recevez des analyses exclusives sur les tendances cl\u00e9s du num\u00e9rique, directement par courriel.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69e5605828611'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Courriel' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Soumettre<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69e5605828611');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'abac2954-39ca-4f0f-a2d7-0f175625a82e';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/abac2954-39ca-4f0f-a2d7-0f175625a82e', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Merci de vous \u00eatre abonn\u00e9(e) !');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"Une erreur s'est produite lors de la soumission du formulaire.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Google a jou\u00e9 un coup qui ne change rien \u00e0 la capacit\u00e9 des annonceurs \u00e0 g\u00e9rer leurs campagnes sur le r\u00e9seau de recherche. Les ench\u00e8res manuelles n\u2019ont pas \u00e9t\u00e9 retir\u00e9es, contrairement \u00e0 ce que Microsoft a annonc\u00e9 la semaine pass\u00e9e. Les mots cl\u00e9s n\u2019ont pas non plus \u00e9t\u00e9 remplac\u00e9s par des cat\u00e9gories ou des audiences. Alors qu\u2019est-ce que le g\u00e9ant de la recherche a fait, finalement? Il a rendu ses prochains coups plus faciles \u00e0 ex\u00e9cuter.<\/li>\n<li>\n<h2>La fin de partie<\/h2>\n<p>Les annonceurs num\u00e9riques font souvent face \u00e0 un paradoxe : l\u2019automatisation et l\u2019apprentissage machine sont les seuls moyens de survivre <a href=\"https:\/\/lumapartners.com\/content\/lumascapes\/display-ad-tech-lumascape\/\" target=\"_blank\" rel=\"noopener\">dans une industrie dont la complexit\u00e9 ne cesse de s\u2019accroitre<\/a>, et bien que les strat\u00e9gistes et les tacticiens encensent la technologie et les opportunit\u00e9s qu\u2019elle apporte, ils d\u00e9plorent aussi la perte d\u2019influence humaine. Les avanc\u00e9es de Google en mati\u00e8re d\u2019automatisation ont sans aucun doute rendu la gestion de campagnes de r\u00e9f\u00e9rencement payant plus facile \u00e0 ex\u00e9cuter de mani\u00e8re g\u00e9n\u00e9rale, mais aussi plus difficile \u00e0 bien ex\u00e9cuter \u00e0 cause de leur complexit\u00e9.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"\/wpe-content\/uploads\/2021\/02\/luma.jpg\" alt=\"Affichage LUMAscape\" width=\"612\" height=\"459\" class=\"aligncenter size-full wp-image-55550\" \/><\/p>\n<p><em>Cr\u00e9dit: LUMA<\/em><\/p>\n<p>Les intentions de Google se sont r\u00e9v\u00e9l\u00e9es au grand jour quand l\u2019entreprise a retir\u00e9 le mot \u2018\u2019word\u2019\u2019 de Google AdWords. Les campagnes de r\u00e9f\u00e9rencement payant seront \u00e9ventuellement enti\u00e8rement construites, achet\u00e9es et optimis\u00e9es en fonction des intentions de l\u2019utilisateur et les expressions cherch\u00e9es ne seront qu\u2019une entr\u00e9e plut\u00f4t qu\u2019une finalit\u00e9.<\/li>\n<\/ul>\n<h2>Quelle est la prochaine \u00e9tape?<\/h2>\n<p>Le fait de faire les RSA le nouveau type d\u2019annonce par d\u00e9faut va sans doute augmenter leur usage, surtout parmi les plus petits annonceurs. Ce changement va commencer \u00e0 \u00e9roder <a href=\"https:\/\/support.google.com\/google-ads\/answer\/10434300\" target=\"_blank\" rel=\"noopener\">l\u2019augmentation des clics et conversion de 5% \u00e0 15%<\/a> des RSA dont Google se flattait par rapport aux ETA \u00e0 mesure que davantage d\u2019annonceurs utilisent des textes d\u2019annonces qui s\u2019adaptent \u00e0 chaque ench\u00e8re.<\/p>\n<p>En guise de solution, Google va encourager l\u2019utilisation des mots cl\u00e9s \u00e0 correspondance vague avec une strat\u00e9gie d\u2019ench\u00e8re intelligente, ce qui est tout proche des ench\u00e8res sur les cat\u00e9gories et \u00e9ventuellement, sur les \u00e9tapes du parcours du consommateur. Voici la fin du jeu selon Google, quand chaque campagne de r\u00e9f\u00e9rencement payant sera toujours pr\u00e9sent\u00e9e aux clients potentiels, ce quel que soit leur utilisation actuelle du moteur de recherche.<\/p>\n<p>C\u2019est peut-\u00eatre une exag\u00e9ration que d\u2019envisager un SERP o\u00f9 les deux premi\u00e8res positions r\u00e9pondent \u00e0 la recherche actuelle alors que les positions trois et quatre servent \u00e0 diffuser des annonces dans la cat\u00e9gorie o\u00f9 l\u2019utilisateur est le plus proche d\u2019une conversion, mais cela ajoutera de la concurrence \u00e0 chaque position, ce qui va bien avec ce que Google a fait jusque-l\u00e0. Ce sentiment d\u2019apoplexie quand on analyse une partie d\u2019\u00e9checs termin\u00e9e et qu\u2019on se demande comment il est possible qu\u2019on ait pu ne pas voir venir ce coup est essentiel pour s\u2019am\u00e9liorer, m\u00eame s\u2019il n\u2019est pas des plus agr\u00e9ables sur le moment.<\/p>\n<p>Pour \u00eatre clair, changer le type d\u2019annonce par d\u00e9faut ne va pas nous projeter imm\u00e9diatement dans le futur pr\u00e9dit ci-dessus, mais c\u2019est l\u2019objectif d\u2019une man\u0153uvre de louvoiement. Bien que ce futur pourrait encore \u00eatre lointain (ou peut \u00eatre pas si lointain que \u00e7a\u2026), ce geste de Google nous montre que son objectif final prend forme. Les annonceurs feraient bien de commencer \u00e0 r\u00e9fl\u00e9chir \u00e0 leurs ripostes.<\/p>\n<p><a class=\"btn blog-contact-btn\">CONTACTEZ-NOUS<\/a><\/p>\n<div id=\"pdfDownload\">\n\t\t\t\t\t<script>\n\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\tportalId: 5408011,\n\t\t\t\t\t\t\t\tformId: \"64e2ab4c-3875-4e0c-9163-ad6fe2da7e6f\",\n\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1776640088000-9686251573\",\n\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t})});\n\t\t\t\t\t<\/script>\n\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1776640088000-9686251573\"><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Si vous aussi, apr\u00e8s avoir regard\u00e9 Le Jeu de La Reine (The Queen\u2019s Gambit en anglais), vous pensez \u00eatre un professionnel en devenir des \u00e9checs, alors l\u2019annonce de Google que les responsive search ads, ou RSA, sont maintenant le format par d\u00e9faut des annonces dans Google Ads vous rappellera peut-\u00eatre une tactique particuli\u00e8re des \u00e9checs [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":105122,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2892],"tags":[1072,1536,1085,1680],"class_list":["post-105165","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media","tag-digital-advertising-4","tag-eta-4","tag-google-5","tag-responsive-search-ads-5"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Un lancement discret: Google fait des Responsive Search Ads le format par d\u00e9faut des annonces | DAC<\/title>\n<meta name=\"description\" content=\"Google a tr\u00e8s discr\u00e8tement fait des Responsive Search Ads le nouveau format d\u2019annonce par d\u00e9faut. 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