{"id":53181,"date":"2024-08-22T08:43:19","date_gmt":"2024-08-22T06:43:19","guid":{"rendered":"https:\/\/handelsverband.swiss\/?p=53181"},"modified":"2024-08-22T09:44:51","modified_gmt":"2024-08-22T07:44:51","slug":"comment-ameliorer-performance-avec-display-channel","status":"publish","type":"post","link":"https:\/\/handelsverband.swiss\/fr\/comment-ameliorer-performance-avec-display-channel\/","title":{"rendered":"Comment am\u00e9liorer la performance avec Display Channel ?"},"content":{"rendered":"

Article de Nicolas Schenkel, ad agents<\/a><\/em><\/p>\n

 <\/p>\n

Branding et Awareness, c’est pour cela que Display Advertising est connue. Mais ce canal permet de r\u00e9aliser beaucoup plus. Nous te montrons comment atteindre des objectifs allant de Awareness \u00e0 Conversion gr\u00e2ce \u00e0 une strat\u00e9gie Full-Funnel en prenant l’exemple de DV360.<\/strong><\/p>\n

L’accent est mis sur le bon choix du groupe cible, l’inventaire appropri\u00e9 et les Creatives parfaites. Alors que l’int\u00e9r\u00eat des utilisateurs du Upper Funnel doit \u00eatre \u00e9veill\u00e9 par des \u00e9motions, les utilisateurs du Mid- et Lower Funnel ont besoin d’informations concr\u00e8tes. Ciblez vos campagnes individuellement pour chaque niveau de funnel afin de toucher au mieux tous les utilisateurs.<\/p>\n

 <\/p>\n

Comment r\u00e9ussir votre approche Full-Funnel :<\/h6>\n

1. Les types d’annonces correspondants
\n<\/strong>Les annonces dynamiques sont particuli\u00e8rement adapt\u00e9es aux annonces individuelles proches de la Conversion et peuvent \u00eatre parfaitement adapt\u00e9es \u00e0 l’utilisateur, \u00e0 ses int\u00e9r\u00eats et \u00e0 son historique de clics. Dans l’Upper Funnel, outre les annonces statiques grand format, vous devriez surtout miser sur des animations ou de courtes vid\u00e9os pour attirer l’attention de l’utilisateur et susciter en m\u00eame temps des \u00e9motions.<\/p>\n

2. Le bon groupe cible<\/strong>
\nUtilisez des outils innovants pour choisir parfaitement votre groupe cible, par exemple Optimized Targeting.
\nCette nouvelle technologie de Google a pour but de faciliter la recherche d’autres groupes cibles potentiels. En se basant sur les r\u00e9sultats obtenus dans un groupe cible s\u00e9lectionn\u00e9, l’algorithme recherche d’autres utilisateurs en dehors du ciblage s\u00e9lectionn\u00e9, pour lesquels il existe une forte probabilit\u00e9 d’achat.<\/p>\n

3. Une base de donn\u00e9es large et de qualit\u00e9<\/strong>
\nUne bonne base de donn\u00e9es est extr\u00eamement importante, ce qui pose souvent des probl\u00e8mes aux petits Advertiser ou \u00e0 ceux qui disposent de peu de donn\u00e9es propres. Avec l’Enhanced Automation Pool, les Advertiser peuvent alimenter les r\u00e9sultats de leurs propres campagnes de mani\u00e8re anonyme dans un grand pool de donn\u00e9es auquel ils peuvent acc\u00e9der en \u00e9change dans le cadre de leurs campagnes. De cette mani\u00e8re, le syst\u00e8me dispose d’une multitude de donn\u00e9es disponibles pour un Machine Learning optimal.<\/p>\n

4. Custom Bidding
\n<\/strong>Les strat\u00e9gies d’ench\u00e8res individuelles permettent de poursuivre des objectifs sp\u00e9cifiques de mani\u00e8re optimale. Par exemple, vous pouvez cibler les acheteurs de certaines marques ou les clients ayant un panier d’achat particuli\u00e8rement \u00e9lev\u00e9.<\/p>\n

 <\/p>\n

Votre Display est-il d\u00e9j\u00e0 configur\u00e9 pour la Performance ?<\/h6>\n

La publicit\u00e9 Display offre bien plus qu’un simple branding. C’est une forme de publicit\u00e9 pour toutes les \u00e9tapes du Sales-Funnel.<\/p>\n

Vous trouverez de plus amples informations dans l’article du magazine ad agents<\/a> (en allemand). Et nous sommes bien entendu \u00e0 votre disposition pour vous aider \u00e0 mettre en place une strat\u00e9gie d’affichage Full-Funnel parfaite.<\/p>\n

ad agents AG
\nT\u00e9l. : +41 44 214 69 80
\nEmail : kontakt@ad-agents.com<\/a><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Article de Nicolas Schenkel, ad<\/p>\n","protected":false},"author":4782,"featured_media":53173,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-53181","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nComment am\u00e9liorer la performance avec Display Channel ? - HANDELSVERBAND. swiss<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment am\u00e9liorer la performance avec Display Channel ? - HANDELSVERBAND. swiss\" \/>\n<meta property=\"og:description\" content=\"Article de Nicolas Schenkel, ad\" \/>\n<meta property=\"og:url\" content=\"https:\/\/handelsverband.swiss\/fr\/comment-ameliorer-performance-avec-display-channel\/\" \/>\n<meta property=\"og:site_name\" content=\"HANDELSVERBAND. swiss\" \/>\n<meta property=\"article:published_time\" content=\"2024-08-22T06:43:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-08-22T07:44:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/handelsverband.swiss\/wp-content\/uploads\/2024\/08\/Ad-Agend-Blog_400-2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"750\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"nb@handelsverband.swiss\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"nb@handelsverband.swiss\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/handelsverband.swiss\\\/fr\\\/comment-ameliorer-performance-avec-display-channel\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/handelsverband.swiss\\\/fr\\\/comment-ameliorer-performance-avec-display-channel\\\/\"},\"author\":{\"name\":\"nb@handelsverband.swiss\",\"@id\":\"https:\\\/\\\/handelsverband.swiss\\\/#\\\/schema\\\/person\\\/db97f786c0c1d9358e5dfb201f51e11a\"},\"headline\":\"Comment am\u00e9liorer la performance avec Display Channel ?\",\"datePublished\":\"2024-08-22T06:43:19+00:00\",\"dateModified\":\"2024-08-22T07:44:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/handelsverband.swiss\\\/fr\\\/comment-ameliorer-performance-avec-display-channel\\\/\"},\"wordCount\":492,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/handelsverband.swiss\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/handelsverband.swiss\\\/fr\\\/comment-ameliorer-performance-avec-display-channel\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/handelsverband.swiss\\\/wp-content\\\/uploads\\\/2024\\\/08\\\/Ad-Agend-Blog_400-2.png\",\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/handelsverband.swiss\\\/fr\\\/comment-ameliorer-performance-avec-display-channel\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/handelsverband.swiss\\\/fr\\\/comment-ameliorer-performance-avec-display-channel\\\/\",\"url\":\"https:\\\/\\\/handelsverband.swiss\\\/fr\\\/comment-ameliorer-performance-avec-display-channel\\\/\",\"name\":\"Comment am\u00e9liorer la performance avec Display Channel ? - HANDELSVERBAND. swiss\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/handelsverband.swiss\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/handelsverband.swiss\\\/fr\\\/comment-ameliorer-performance-avec-display-channel\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/handelsverband.swiss\\\/fr\\\/comment-ameliorer-performance-avec-display-channel\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/handelsverband.swiss\\\/wp-content\\\/uploads\\\/2024\\\/08\\\/Ad-Agend-Blog_400-2.png\",\"datePublished\":\"2024-08-22T06:43:19+00:00\",\"dateModified\":\"2024-08-22T07:44:51+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/handelsverband.swiss\\\/fr\\\/comment-ameliorer-performance-avec-display-channel\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/handelsverband.swiss\\\/fr\\\/comment-ameliorer-performance-avec-display-channel\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/handelsverband.swiss\\\/fr\\\/comment-ameliorer-performance-avec-display-channel\\\/#primaryimage\",\"url\":\"https:\\\/\\\/handelsverband.swiss\\\/wp-content\\\/uploads\\\/2024\\\/08\\\/Ad-Agend-Blog_400-2.png\",\"contentUrl\":\"https:\\\/\\\/handelsverband.swiss\\\/wp-content\\\/uploads\\\/2024\\\/08\\\/Ad-Agend-Blog_400-2.png\",\"width\":750,\"height\":400},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/handelsverband.swiss\\\/fr\\\/comment-ameliorer-performance-avec-display-channel\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Startseite\",\"item\":\"https:\\\/\\\/handelsverband.swiss\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Comment am\u00e9liorer la performance avec Display Channel ?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/handelsverband.swiss\\\/#website\",\"url\":\"https:\\\/\\\/handelsverband.swiss\\\/\",\"name\":\"HANDELSVERBAND.swiss\",\"description\":\"ASSOCIATION DE COMMERCE.swiss\",\"publisher\":{\"@id\":\"https:\\\/\\\/handelsverband.swiss\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/handelsverband.swiss\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/handelsverband.swiss\\\/#organization\",\"name\":\"HANDELSVERBAND.swiss\",\"url\":\"https:\\\/\\\/handelsverband.swiss\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/handelsverband.swiss\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/handelsverband.swiss\\\/wp-content\\\/uploads\\\/2020\\\/03\\\/hv_brand_rgb.png\",\"contentUrl\":\"https:\\\/\\\/handelsverband.swiss\\\/wp-content\\\/uploads\\\/2020\\\/03\\\/hv_brand_rgb.png\",\"width\":1714,\"height\":472,\"caption\":\"HANDELSVERBAND.swiss\"},\"image\":{\"@id\":\"https:\\\/\\\/handelsverband.swiss\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/handelsverband.swiss\\\/#\\\/schema\\\/person\\\/db97f786c0c1d9358e5dfb201f51e11a\",\"name\":\"nb@handelsverband.swiss\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b272316cddb63e32da2b49897fc8bd18aea84db0a72f7b54114d3856f628fe3f?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b272316cddb63e32da2b49897fc8bd18aea84db0a72f7b54114d3856f628fe3f?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b272316cddb63e32da2b49897fc8bd18aea84db0a72f7b54114d3856f628fe3f?s=96&d=mm&r=g\",\"caption\":\"nb@handelsverband.swiss\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Comment am\u00e9liorer la performance avec Display Channel ? - HANDELSVERBAND. swiss","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"og_locale":"fr_FR","og_type":"article","og_title":"Comment am\u00e9liorer la performance avec Display Channel ? - HANDELSVERBAND. swiss","og_description":"Article de Nicolas Schenkel, ad","og_url":"https:\/\/handelsverband.swiss\/fr\/comment-ameliorer-performance-avec-display-channel\/","og_site_name":"HANDELSVERBAND. swiss","article_published_time":"2024-08-22T06:43:19+00:00","article_modified_time":"2024-08-22T07:44:51+00:00","og_image":[{"width":750,"height":400,"url":"https:\/\/handelsverband.swiss\/wp-content\/uploads\/2024\/08\/Ad-Agend-Blog_400-2.png","type":"image\/png"}],"author":"nb@handelsverband.swiss","twitter_card":"summary_large_image","twitter_misc":{"Written by":"nb@handelsverband.swiss","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/handelsverband.swiss\/fr\/comment-ameliorer-performance-avec-display-channel\/#article","isPartOf":{"@id":"https:\/\/handelsverband.swiss\/fr\/comment-ameliorer-performance-avec-display-channel\/"},"author":{"name":"nb@handelsverband.swiss","@id":"https:\/\/handelsverband.swiss\/#\/schema\/person\/db97f786c0c1d9358e5dfb201f51e11a"},"headline":"Comment am\u00e9liorer la performance avec Display Channel ?","datePublished":"2024-08-22T06:43:19+00:00","dateModified":"2024-08-22T07:44:51+00:00","mainEntityOfPage":{"@id":"https:\/\/handelsverband.swiss\/fr\/comment-ameliorer-performance-avec-display-channel\/"},"wordCount":492,"commentCount":0,"publisher":{"@id":"https:\/\/handelsverband.swiss\/#organization"},"image":{"@id":"https:\/\/handelsverband.swiss\/fr\/comment-ameliorer-performance-avec-display-channel\/#primaryimage"},"thumbnailUrl":"https:\/\/handelsverband.swiss\/wp-content\/uploads\/2024\/08\/Ad-Agend-Blog_400-2.png","inLanguage":"fr-FR","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/handelsverband.swiss\/fr\/comment-ameliorer-performance-avec-display-channel\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/handelsverband.swiss\/fr\/comment-ameliorer-performance-avec-display-channel\/","url":"https:\/\/handelsverband.swiss\/fr\/comment-ameliorer-performance-avec-display-channel\/","name":"Comment am\u00e9liorer la performance avec Display Channel ? - HANDELSVERBAND. swiss","isPartOf":{"@id":"https:\/\/handelsverband.swiss\/#website"},"primaryImageOfPage":{"@id":"https:\/\/handelsverband.swiss\/fr\/comment-ameliorer-performance-avec-display-channel\/#primaryimage"},"image":{"@id":"https:\/\/handelsverband.swiss\/fr\/comment-ameliorer-performance-avec-display-channel\/#primaryimage"},"thumbnailUrl":"https:\/\/handelsverband.swiss\/wp-content\/uploads\/2024\/08\/Ad-Agend-Blog_400-2.png","datePublished":"2024-08-22T06:43:19+00:00","dateModified":"2024-08-22T07:44:51+00:00","breadcrumb":{"@id":"https:\/\/handelsverband.swiss\/fr\/comment-ameliorer-performance-avec-display-channel\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/handelsverband.swiss\/fr\/comment-ameliorer-performance-avec-display-channel\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/handelsverband.swiss\/fr\/comment-ameliorer-performance-avec-display-channel\/#primaryimage","url":"https:\/\/handelsverband.swiss\/wp-content\/uploads\/2024\/08\/Ad-Agend-Blog_400-2.png","contentUrl":"https:\/\/handelsverband.swiss\/wp-content\/uploads\/2024\/08\/Ad-Agend-Blog_400-2.png","width":750,"height":400},{"@type":"BreadcrumbList","@id":"https:\/\/handelsverband.swiss\/fr\/comment-ameliorer-performance-avec-display-channel\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Startseite","item":"https:\/\/handelsverband.swiss\/fr\/"},{"@type":"ListItem","position":2,"name":"Comment am\u00e9liorer la performance avec Display Channel ?"}]},{"@type":"WebSite","@id":"https:\/\/handelsverband.swiss\/#website","url":"https:\/\/handelsverband.swiss\/","name":"HANDELSVERBAND.swiss","description":"ASSOCIATION DE COMMERCE.swiss","publisher":{"@id":"https:\/\/handelsverband.swiss\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/handelsverband.swiss\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Organization","@id":"https:\/\/handelsverband.swiss\/#organization","name":"HANDELSVERBAND.swiss","url":"https:\/\/handelsverband.swiss\/","logo":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/handelsverband.swiss\/#\/schema\/logo\/image\/","url":"https:\/\/handelsverband.swiss\/wp-content\/uploads\/2020\/03\/hv_brand_rgb.png","contentUrl":"https:\/\/handelsverband.swiss\/wp-content\/uploads\/2020\/03\/hv_brand_rgb.png","width":1714,"height":472,"caption":"HANDELSVERBAND.swiss"},"image":{"@id":"https:\/\/handelsverband.swiss\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/handelsverband.swiss\/#\/schema\/person\/db97f786c0c1d9358e5dfb201f51e11a","name":"nb@handelsverband.swiss","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/secure.gravatar.com\/avatar\/b272316cddb63e32da2b49897fc8bd18aea84db0a72f7b54114d3856f628fe3f?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/b272316cddb63e32da2b49897fc8bd18aea84db0a72f7b54114d3856f628fe3f?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/b272316cddb63e32da2b49897fc8bd18aea84db0a72f7b54114d3856f628fe3f?s=96&d=mm&r=g","caption":"nb@handelsverband.swiss"}}]}},"_links":{"self":[{"href":"https:\/\/handelsverband.swiss\/fr\/wp-json\/wp\/v2\/posts\/53181","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/handelsverband.swiss\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/handelsverband.swiss\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/handelsverband.swiss\/fr\/wp-json\/wp\/v2\/users\/4782"}],"replies":[{"embeddable":true,"href":"https:\/\/handelsverband.swiss\/fr\/wp-json\/wp\/v2\/comments?post=53181"}],"version-history":[{"count":6,"href":"https:\/\/handelsverband.swiss\/fr\/wp-json\/wp\/v2\/posts\/53181\/revisions"}],"predecessor-version":[{"id":53471,"href":"https:\/\/handelsverband.swiss\/fr\/wp-json\/wp\/v2\/posts\/53181\/revisions\/53471"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/handelsverband.swiss\/fr\/wp-json\/wp\/v2\/media\/53173"}],"wp:attachment":[{"href":"https:\/\/handelsverband.swiss\/fr\/wp-json\/wp\/v2\/media?parent=53181"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/handelsverband.swiss\/fr\/wp-json\/wp\/v2\/categories?post=53181"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/handelsverband.swiss\/fr\/wp-json\/wp\/v2\/tags?post=53181"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}