{"id":110967,"date":"2020-11-11T21:00:00","date_gmt":"2020-11-12T02:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/quel-est-le-rendement-des-publicites-a-affichage-reactif\/"},"modified":"2024-12-30T07:12:38","modified_gmt":"2024-12-30T12:12:38","slug":"quel-est-le-rendement-des-publicites-a-affichage-reactif","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/paid-media\/quel-est-le-rendement-des-publicites-a-affichage-reactif\/","title":{"rendered":"Quel est le rendement des publicit\u00e9s \u00e0 affichage r\u00e9actif ?"},"content":{"rendered":"<p>Il va presque sans dire que le type d&#8217;annonces que vous choisissez de diffuser sur plus de trois millions de sites web \u00e0 travers les propri\u00e9t\u00e9s de Google aura un impact sur les performances de votre campagne. Mais cela ne signifie pas que le choix du format doit \u00eatre un processus extr\u00eamement complexe.<\/p>\n<p>En fait, il semblerait que le format par d\u00e9faut de Google soit en fait la meilleure option pour le R\u00e9seau Display de Google : <a href=\"https:\/\/support.google.com\/google-ads\/answer\/6363750?hl=en&amp;ref_topic=3121943\" target=\"_blank\" rel=\"noopener\">les annonces d&#8217;affichage r\u00e9actives (RDA)<\/a> se sont av\u00e9r\u00e9es les plus performantes en termes de port\u00e9e et d&#8217;\u00e9chelle.<\/p>\n<p>Mais comment, exactement, les RDA fonctionnent-elles ? Mais surtout, comment les d\u00e9ployer efficacement ? Examinons les choses de plus pr\u00e8s.<\/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_69f0fbbae4614'>\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_69f0fbbae4614');\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 ? 'abac2954-39ca-4f0f-a2d7-0f175625a82e'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/fr-ca\/merci\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SOUMETTRE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<h2>Qu&#8217;est-ce qu&#8217;un RDA ?<\/h2>\n<p>Gr\u00e2ce \u00e0 l&#8217;apprentissage machine, les RDA permettent aux annonceurs de t\u00e9l\u00e9charger jusqu&#8217;\u00e0 15 images, cinq titres, cinq descriptions et cinq logos qui sont automatiquement ajust\u00e9s (taille, apparence, combinaison, format) pour s&#8217;adapter \u00e0 tout espace publicitaire disponible qui fonctionne le mieux en fonction de l&#8217;historique des performances publicitaires.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-53956\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/rda-format-1.jpg\" alt=\"Les quatre \u00e9l\u00e9ments qui vont dans les RDA : logos, images, descriptions et titres\"\" width=\"652\" height=\"300\" \/><\/p>\n<p>Actuellement, Google va \u00e9galement diviser les copies d&#8217;annonces de test et les variations d&#8217;images pour trouver les meilleures combinaisons afin d&#8217;augmenter les performances. Mais l&#8217;efficacit\u00e9 des actifs finaux ne d\u00e9pend pas \u00e0 100 % de l&#8217;algorithme. Si vous voulez obtenir des annonces de qualit\u00e9 et performantes, chaque \u00e9l\u00e9ment doit \u00eatre \u00e0 la hauteur de la t\u00e2che.<\/p>\n<h2>Pratiques cr\u00e9atives optimales pour les RDAs<\/h2>\n<p>Disons simplement que l&#8217;image est l&#8217;\u00e9l\u00e9ment le plus important d&#8217;un affichage publicitaire adapt\u00e9. Les annonceurs doivent d\u00e9ployer des <a href=\"\/fr-ca\/services\/design\/\">actifs cr\u00e9atifs qui non seulement attirent l&#8217;attention<\/a>, mais aussi aident efficacement leur public \u00e0 comprendre le produit\/service, la marque et la proposition de valeur. C&#8217;est pourquoi l&#8217;\u00e9quipe m\u00e9dias de DAC travaille en \u00e9troite collaboration avec les concepteurs internes afin de g\u00e9n\u00e9rer des images de marque de haute qualit\u00e9 pour chacune de nos campagnes.<\/p>\n<p>Les images destin\u00e9es \u00e0 \u00eatre utilis\u00e9es dans les RDA ne peuvent pas \u00eatre visuellement d\u00e9form\u00e9es, floues ou avoir un effet stroboscopique. Elles ne doivent pas non plus comporter de logos, de textes ou de boutons superpos\u00e9s, c&#8217;est le travail de Google. Nous utilisons des images statiques dans nos RDA, mais il est important de noter que les ressources vid\u00e9o sont \u00e9galement attrayantes pour les utilisateurs.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-53964\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/RDA-gif.gif\" alt=\"RDA gif\" width=\"640\" height=\"360\" \/><\/p>\n<p>En termes de texte, les RDA permettent aux annonceurs de fournir jusqu&#8217;\u00e0 cinq titres courts de 30 caract\u00e8res, un titre long de 90 caract\u00e8res et jusqu&#8217;\u00e0 cinq descriptions pour d\u00e9velopper les titres et articuler clairement la proposition de valeur. Nous veillons toujours \u00e0 ce que tous les textes RDA soient uniques pour une performance maximale et nous fournissons tous les textes possibles pour r\u00e9duire les co\u00fbts au fur et \u00e0 mesure que la campagne se d\u00e9roule.<\/p>\n<p>Pour d\u00e9cider du ton le plus appropri\u00e9 et le plus efficace, reportez-vous \u00e0 vos meilleurs r\u00e9sultats dans <a href=\"\/fr-ca\/services\/referencement-payant\/\">SEM<\/a>. Nous nous inspirons r\u00e9guli\u00e8rement de nos annonces les plus performantes dans les campagnes de recherche conventionnelles pour cr\u00e9er des titres et des descriptions qui trouvent un r\u00e9el \u00e9cho aupr\u00e8s de nos publics cibles.<\/p>\n<h2>RDAs en action<\/h2>\n<p>Lors de notre derni\u00e8re campagne aupr\u00e8s de nos clients, les RDA ont surpass\u00e9 les publicit\u00e9s classiques dans de nombreux indicateurs cl\u00e9s, notamment le trafic sur le site, le CTR, le CPC et les visites en magasin. Plus pr\u00e9cis\u00e9ment, les RDA ont g\u00e9n\u00e9r\u00e9 +314 % de CTR et -73 % de CPC par rapport aux publicit\u00e9s traditionnelles. Avec des d\u00e9penses inf\u00e9rieures de 3 %, nous avons pu atteindre +264 % de trafic sur le site et +209 % de visites en magasin (conversions) en utilisant les RDA au lieu des formats publicitaires traditionnels.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-53948\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/rda-graph-1.jpg\" alt=\"Comment les RDA se comparent aux publicit\u00e9s traditionnelles en termes de CTR\" width=\"652\" height=\"346\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-53942\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/rda-graph-2.jpg\" alt=\"Comment les RDA se comparent aux annonces traditionnelles en termes de CPC\" width=\"652\" height=\"346\" \/><\/p>\n<h2>Am\u00e9liorations et perspectives d&#8217;avenir<\/h2>\n<p>L&#8217;am\u00e9lioration it\u00e9rative est le nom du jeu dans les m\u00e9dias num\u00e9riques, donc bien que ces r\u00e9sultats scandaleux repr\u00e9sentent un excellent d\u00e9but, ils ne sont en aucun cas la fin de l&#8217;histoire. Pour ce compte particulier, nous n&#8217;avions auparavant utilis\u00e9 que des publicit\u00e9s traditionnelles. Apr\u00e8s avoir observ\u00e9 l&#8217;impact des RDA, avec des am\u00e9liorations significatives \u00e0 la fois du CTR et du CPC, il est devenu \u00e9vident qu&#8217;elles devaient \u00eatre soigneusement mises en \u0153uvre dans tous les secteurs d&#8217;activit\u00e9 de notre client.<\/p>\n<p>Bien s\u00fbr, l&#8217;un des principaux atouts du format RDA est qu&#8217;il se pr\u00eate parfaitement aux tests A\/B. Dans cette campagne, nous d\u00e9terminons quel appel \u00e0 l&#8217;action entra\u00eene de meilleures performances &#8211; &#8220;En savoir plus&#8221; ou &#8220;Visiter le site&#8221; &#8211; comme premier test dans un programme d&#8217;optimisation continu qui impliquera \u00e9galement des images et des textes publicitaires.<\/p>\n<h2>Notre liste de contr\u00f4le RDA<\/h2>\n<ul>\n<li>Toutes les images doivent r\u00e9pondre \u00e0 des normes de qualit\u00e9 de base<\/li>\n<li>inclure le nombre d&#8217;actifs recommand\u00e9 et copier<\/li>\n<li>Toute copie doit \u00eatre unique<\/li>\n<li>Echange de nouveaux actifs cr\u00e9atifs en fonction des promotions<\/li>\n<li> S&#8217;engager \u00e0 tester et \u00e0 optimiser le syst\u00e8me A\/B en continu<\/li>\n<\/ul>\n<p>Une campagne de RDA pourrait-elle entra\u00eener une croissance transformatrice pour les efforts m\u00e9diatiques r\u00e9mun\u00e9r\u00e9s de votre marque ? Il n&#8217;y a vraiment qu&#8217;une seule fa\u00e7on de le savoir&#8230; Parlons !<\/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-1777400762000-4839699146\",\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-1777400762000-4839699146\"><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Il va presque sans dire que le type d&#8217;annonces que vous choisissez de diffuser sur plus de trois millions de sites web \u00e0 travers les propri\u00e9t\u00e9s de Google aura un impact sur les performances de votre campagne. Mais cela ne signifie pas que le choix du format doit \u00eatre un processus extr\u00eamement complexe. En fait, [&hellip;]<\/p>\n","protected":false},"author":210,"featured_media":110942,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Technical","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2892],"tags":[1632,2494,2467],"class_list":["post-110967","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media","tag-marketing-trends-2","tag-rda-2","tag-responsive-display-ads-3"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Quel est le rendement des publicit\u00e9s \u00e0 affichage r\u00e9actif ? | DAC<\/title>\n<meta name=\"description\" content=\"Le format par d\u00e9faut de Google est-il la meilleure option pour le r\u00e9seau Google d&#039;affichage? 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