{"id":110791,"date":"2019-03-05T20:00:00","date_gmt":"2019-03-06T01:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/comment-faire-croitre-votre-marque-sur-mobile-avec-les-annonces-showcase-shopping\/"},"modified":"2024-12-21T05:51:12","modified_gmt":"2024-12-21T10:51:12","slug":"comment-faire-croitre-votre-marque-sur-mobile-avec-les-annonces-showcase-shopping","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/paid-media\/comment-faire-croitre-votre-marque-sur-mobile-avec-les-annonces-showcase-shopping\/","title":{"rendered":"Comment faire cro\u00eetre votre marque sur mobile avec les annonces Showcase Shopping"},"content":{"rendered":"<p>Au cours des neuf derni\u00e8res ann\u00e9es, l\u2019achalandage mobile est pass\u00e9 de 0,7 % \u00e0 <a href=\"https:\/\/www.statista.com\/statistics\/241462\/global-mobile-phone-website-traffic-share\/\" target=\" _ blank \" rel=\"noopener\">52 % du trafic total des sites<\/a>. Cependant, le visiteur mobile est notoirement plus difficile \u00e0 convertir que le visiteur d\u2019ordinateur de bureau : il existe des difficult\u00e9s relatives aux clics accidentels et \u00e0 la r\u00e9ticence des gens \u00e0 acheter sur des appareils mobiles, pour ne citer que quelques d\u00e9fis. N\u00e9anmoins, les t\u00e9l\u00e9phones font d\u00e9sormais partie int\u00e9grante de la vie des gens et ont grandement influenc\u00e9 le <a href=\"\/discover\/white-papers\/customer-first-retail\/\"> comportement d\u2019achat du consommateur<\/a>.<\/p>\n<p>R\u00e9cemment, Google a mis davantage l\u2019accent sur les achats sur mobile afin de garantir aux utilisateurs une exp\u00e9rience optimale. Et voil\u00e0 qu\u2019arrive l\u2019annonce Showcase Shopping : un format d\u2019annonce cr\u00e9\u00e9 pour le chercheur sur mobile. Ces publicit\u00e9s sont un excellent moyen d\u2019attirer de nouveaux clients vers votre marque, de les informer sur ce que vous avez \u00e0 offrir et de les orienter vers votre site. De plus, les annonceurs ne sont pas factur\u00e9s pour le clic initial d\u2019ouverture de l\u2019annonce permettant de voir l\u2019offre.<\/p>\n<h2>Mise \u00e0 l\u2019\u00e9preuve des annonces Showcase Shopping<\/h2>\n<p>L\u2019an dernier, DAC a utilis\u00e9 ce format d\u2019annonce pour un client de vente au d\u00e9tail ayant un volume de trafic mobile \u00e9lev\u00e9. Nous avons constat\u00e9 que 63 % des nouveaux utilisateurs arrivaient via des appareils mobiles, dont 11 % \u00e0 partir de <a href=\"\/fr-ca\/services\/referencement-payant\/\"> r\u00e9f\u00e9rencement payant<\/a>. Le taux de conversion dans ce canal \u00e9tait sup\u00e9rieur \u00e0 1 %, selon Google Analytics. Cela repr\u00e9sentait une \u00e9norme opportunit\u00e9 tant pour la croissance de la marque que des revenus.<\/p>\n<p>DAC a mis en place des publicit\u00e9s Showcase Shopping pour un petit \u00e9chantillon de produits en p\u00e9riode de trafic intense, lorsque le trafic mobile \u00e9tait encore plus \u00e9lev\u00e9. Nous avons constat\u00e9 une augmentation imm\u00e9diate du CTR dans la cat\u00e9gorie \u00e9chantillonn\u00e9e. Apr\u00e8s la mont\u00e9e en puissance, nous avons constat\u00e9 un CPC inf\u00e9rieur de 20 % et un CTR sup\u00e9rieur de 115 % que pour le format de publicit\u00e9 d\u2019achat traditionnel. Consid\u00e9rant qu\u2019il s\u2019agissait d\u2019une p\u00e9riode de concurrence \u00e9lev\u00e9e, ces r\u00e9sultats \u00e9taient plut\u00f4t fantastiques\u2009!<\/p>\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_69f2df291e75e'>\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_69f2df291e75e');\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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DAC a constat\u00e9 une augmentation d\u2019ensemble du nombre d\u2019utilisateurs mobiles au cours de cette p\u00e9riode et a tir\u00e9 parti de ce changement. Lors du Cyber Weekend, nous avons constat\u00e9 une augmentation du ROAS g\u00e9n\u00e9r\u00e9 par les publicit\u00e9s Showcase Shopping par rapport aux formats d\u2019annonces d\u2019achat traditionnels. Cette augmentation des revenus s\u2019est poursuivie tout au long de la p\u00e9riode des F\u00eates. \u00c0 l\u2019avenir, nous entendons nous orienter de plus en plus vers ce format d\u2019annonce et vers une strat\u00e9gie d\u2019achat davantage ax\u00e9e sur le mobile.<\/p>\n<p>Alors, comment tirer parti des annonces Showcase Shopping et g\u00e9n\u00e9rer des RSI impressionnants\u2009?<\/p>\n<ol>\n<li>D\u00e9terminez si le volume est suffisant pour justifier une strat\u00e9gie mobile distincte.<\/li>\n<li>Identifiez une cat\u00e9gorie tr\u00e8s performante pour tester l\u2019efficacit\u00e9 de l\u2019approche.<\/li>\n<li>Utilisez du mat\u00e9riel cr\u00e9atif et des textes \u00ab\u2009de marque\u2009\u00bb pour familiariser les utilisateurs avec les offres de votre marque.<\/li>\n<li>Mettez en \u0153uvre le test et surveillez les performances.<\/li>\n<li>Optimisez en fonction des performances.<\/li>\n<\/ol>\n<p>Vous souhaitez en savoir plus sur l\u2019am\u00e9lioration des performances dans les achats sur mobile\u2009? <a href=\"\/fr-ca\/entrez-en-contact\/\">Communiquez avec les experts du num\u00e9rique de DAC d\u00e8s aujourd\u2019hui<\/a>\u2009!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Au cours des neuf derni\u00e8res ann\u00e9es, l\u2019achalandage mobile est pass\u00e9 de 0,7 % \u00e0 52 % du trafic total des sites. Cependant, le visiteur mobile est notoirement plus difficile \u00e0 convertir que le visiteur d\u2019ordinateur de bureau : il existe des difficult\u00e9s relatives aux clics accidentels et \u00e0 la r\u00e9ticence des gens \u00e0 acheter sur [&hellip;]<\/p>\n","protected":false},"author":169,"featured_media":110781,"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":[1072,2468,1085,1646,2501,2189,1082],"class_list":["post-110791","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media","tag-digital-advertising-4","tag-display-ads-2","tag-google-5","tag-mobile-3","tag-online-shopping-2-2","tag-retail-4","tag-sem-4"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - 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