{"id":106445,"date":"2024-01-16T13:30:00","date_gmt":"2024-01-16T18:30:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/faites-vous-entendre-comment-optimiser-les-campagnes-ppc-pour-la-recherche-vocale\/"},"modified":"2024-12-20T09:21:36","modified_gmt":"2024-12-20T14:21:36","slug":"faites-vous-entendre-comment-optimiser-les-campagnes-ppc-pour-la-recherche-vocale","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/faites-vous-entendre-comment-optimiser-les-campagnes-ppc-pour-la-recherche-vocale\/","title":{"rendered":"Faites-vous entendre : Comment optimiser les campagnes PPC pour la recherche vocale ?"},"content":{"rendered":"<p>La recherche vocale est rapidement entr\u00e9e dans nos habitudes quotidiennes \u00e0 la fin des ann\u00e9es 2010, et elle s&#8217;est av\u00e9r\u00e9e \u00eatre bien plus qu&#8217;une tendance passag\u00e8re. En fait, le monde effectue <a href=\"https:\/\/www.demandsage.com\/voice-search-statistics\/#:~:text=Voice%20Search%20Statistics%20(Top%20Picks)&amp;text=More%20than%201%20billion%20voice,are%20from%20the%20featured%20snippets.\">plus d&#8217;un milliard de recherches vocales<\/a> chaque mois, et les sp\u00e9cialistes du marketing des m\u00e9dias payants ne peuvent pas se permettre d&#8217;ignorer un canal aussi populaire et bien \u00e9tabli.<\/p>\n<p>Mais comment \u00eatre s\u00fbr que vos <a href=\"\/services\/local-presence-management\/voice-search-optimization\/\">campagnes PPC sont optimis\u00e9es<\/a> pour la recherche vocale ? Commencez par ces quatre \u00e9tapes pour concentrer votre attention sur les bons domaines et tirer le meilleur parti de vos campagnes payantes actuelles et futures.<\/p>\n<h3>1. Incorporer des mots-cl\u00e9s \u00e0 longue tra\u00eene et du langage naturel<\/h3>\n<p>L&#8217;une des principales diff\u00e9rences entre la recherche vocale et la recherche conventionnelle r\u00e9side dans le fait que les requ\u00eates vocales sont g\u00e9n\u00e9ralement plus proches d&#8217;un langage naturel et conversationnel que les requ\u00eates \u00e9crites. Par exemple, une recherche \u00e9crite typique peut \u00eatre formul\u00e9e comme &#8220;restaurant de sushis \u00e0 Orlando&#8221;, alors que l&#8217;\u00e9quivalent en recherche vocale sera probablement beaucoup plus naturel : &#8220;O\u00f9 puis-je trouver un bon restaurant de sushis \u00e0 Orlando ?&#8221; Il est donc important d&#8217;int\u00e9grer le type de mots-cl\u00e9s \u00e0 longue tra\u00eene que les gens sont plus susceptibles d&#8217;utiliser lorsqu&#8217;ils parlent.<\/p>\n<p>Les utilisateurs de la recherche vocale sont \u00e9galement plus susceptibles de commencer leurs requ\u00eates par &#8220;qui&#8221;, &#8220;quoi&#8221;, &#8220;quand&#8221;, &#8220;pourquoi&#8221; et &#8220;comment&#8221;. Une fois que vous aurez compris quelles sont les questions les plus susceptibles d&#8217;\u00eatre pos\u00e9es en rapport avec votre entreprise ou votre secteur d&#8217;activit\u00e9, vous pourrez commencer \u00e0 d\u00e9velopper vos strat\u00e9gies de mots cl\u00e9s pour tenir compte des recherches vocales.<\/p>\n<h3>2. Optimiser pour le local<\/h3>\n<p>Les gens utilisent souvent la recherche vocale pour effectuer des recherches locales. En fait, on estime que <a href=\"https:\/\/www.demandsage.com\/voice-search-statistics\/#:~:text=Voice%20Search%20Statistics%20(Top%20Picks)&amp;text=More%20than%201%20billion%20voice,are%20from%20the%20featured%20snippets.\">58 % de toutes les recherches vocales sont des requ\u00eates relatives \u00e0 des entreprises locales<\/a>. Si les mots-cl\u00e9s \u00e0 longue tra\u00eene ax\u00e9s sur la localit\u00e9, tels que &#8220;O\u00f9 puis-je trouver un bon restaurant de sushis \u00e0 Orlando ?&#8221;, constituent un bon d\u00e9but, vous pouvez passer \u00e0 l&#8217;\u00e9tape suivante en r\u00e9pondant \u00e0 des requ\u00eates encore plus sp\u00e9cifiques. Par exemple, une personne qui se prom\u00e8ne dans le parc du lac Eola \u00e0 Orlando pourrait vouloir savoir quels sont les restaurants accessibles \u00e0 pied. Dans ce cas, l&#8217;utilisateur sera plus enclin \u00e0 effectuer une recherche vocale du type &#8220;O\u00f9 puis-je trouver un bon restaurant de sushis pr\u00e8s du lac Eola ?&#8221;. Les recherches locales tr\u00e8s sp\u00e9cifiques sont souvent au premier plan pour les utilisateurs de la recherche vocale, elles devraient donc l&#8217;\u00eatre \u00e9galement pour les sp\u00e9cialistes du marketing des m\u00e9dias payants.<\/p>\n<h3>3. Priorit\u00e9 \u00e0 l&#8217;exp\u00e9rience de l&#8217;utilisateur mobile<\/h3>\n<p>Plus d&#8217;un quart de la population mondiale en ligne utilise <a href=\"https:\/\/www.thinkwithgoogle.com\/marketing-strategies\/search\/voice-search-mobile-use-statistics\/\">la recherche vocale sur mobile<\/a>. Par cons\u00e9quent, si vous souhaitez capter et convertir le trafic issu de la recherche vocale, il est essentiel d&#8217;offrir une exp\u00e9rience mobile transparente. Votre site web et toutes les pages de renvoi associ\u00e9es doivent \u00eatre optimis\u00e9s pour les mobiles afin de satisfaire aux facteurs de classement d\u00e9finis par Google, Bing et d&#8217;autres g\u00e9ants de la recherche.<\/p>\n<p>Vous pouvez \u00e9galement profiter de l&#8217;occasion pour ajouter des extensions d&#8217;appel \u00e0 vos annonces. Donner aux utilisateurs la possibilit\u00e9 de passer rapidement et facilement un appel est essentiel pour tous ceux qui utilisent la recherche vocale sur leur appareil mobile.<\/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<br class=\"d-none d-lg-block\"> les principales tendances du digital, directement dans votre bo\u00eete mail.            <\/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_69d00a4843f08'>\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_69d00a4843f08');\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 = '94901490-bbd4-411e-b605-43504b151185';\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\/94901490-bbd4-411e-b605-43504b151185', {\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 ? '94901490-bbd4-411e-b605-43504b151185'.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\/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<h3>4. Suivre les tendances et effectuer des tests approfondis<\/h3>\n<p>Le paysage de la recherche vocale est en constante \u00e9volution. Il est donc essentiel de rester au fait des derni\u00e8res tendances, des meilleures pratiques, des technologies et des assistants vocaux qui les alimentent. Comme toujours, la mesure est une condition pr\u00e9alable au succ\u00e8s. \u00c9tablissez des rep\u00e8res en analysant vos donn\u00e9es pour savoir qui utilise d\u00e9j\u00e0 la recherche vocale et quelles sont les caract\u00e9ristiques qui marquent leur comportement. Parmi les exemples, citons le type de mots-cl\u00e9s utilis\u00e9s, le(s) appareil(s) utilis\u00e9(s) et, enfin, la mani\u00e8re dont les utilisateurs interagissent avec les marques lorsqu&#8217;ils effectuent une recherche vocale. Il est essentiel de comprendre ces facteurs pour \u00e9laborer une strat\u00e9gie initiale. Une fois les campagnes lanc\u00e9es, vous devez adopter une approche de test et d&#8217;apprentissage. Utilisez vos outils analytiques pour analyser et optimiser vos donn\u00e9es et effectuez des tests A\/B pour comparer diff\u00e9rentes tactiques et strat\u00e9gies.<\/p>\n<h2>Contr\u00f4ler toutes les \u00e9tapes du processus d&#8217;achat<\/h2>\n<p>Il est important de comprendre l&#8217;impact de tout effort marketing sur les audiences tout au long du processus d&#8217;achat, de la notori\u00e9t\u00e9 de la marque \u00e0 la conversion et \u00e0 la fid\u00e9lisation. Malgr\u00e9 le volume \u00e9lev\u00e9 de requ\u00eates et de r\u00e9ponses, les utilisateurs de la recherche vocale continuent d&#8217;\u00eatre confront\u00e9s \u00e0 des options limit\u00e9es lorsqu&#8217;ils essaient de naviguer dans des exp\u00e9riences optimis\u00e9es pour la voix. Si vous parvenez \u00e0 satisfaire vos utilisateurs l\u00e0 o\u00f9 ils en sont dans leur processus de recherche avec une exp\u00e9rience optimis\u00e9e pour eux, vous pouvez faire un grand pas vers le d\u00e9veloppement d&#8217;une confiance significative envers la marque.<\/p>\n<p>Vous ne savez pas par o\u00f9 commencer pour mettre en \u0153uvre toutes ces mesures ? Il est peut-\u00eatre temps de prendre contact avec nos experts en m\u00e9dias payants. Tout commence par une discussion amicale. Parlons-en.<\/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: \"87cb869b-be2e-4735-8682-ad4991afa6a9\",\n\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1775241800000-2577858623\",\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-1775241800000-2577858623\"><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>La recherche vocale est rapidement entr\u00e9e dans nos habitudes quotidiennes \u00e0 la fin des ann\u00e9es 2010, et elle s&#8217;est av\u00e9r\u00e9e \u00eatre bien plus qu&#8217;une tendance passag\u00e8re. En fait, le monde effectue plus d&#8217;un milliard de recherches vocales chaque mois, et les sp\u00e9cialistes du marketing des m\u00e9dias payants ne peuvent pas se permettre d&#8217;ignorer un canal [&hellip;]<\/p>\n","protected":false},"author":428,"featured_media":106437,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.73,"reading_level_needs_review":"0","footnotes":""},"categories":[2891],"tags":[],"class_list":["post-106445","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Faites-vous entendre : Comment optimiser les campagnes PPC pour la recherche vocale ? | DAC<\/title>\n<meta name=\"description\" content=\"Boostez votre succ\u00e8s PPC avec la recherche vocale ! 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