{"id":62854,"date":"2026-09-21T09:50:01","date_gmt":"2026-09-21T07:50:01","guid":{"rendered":"https:\/\/handelsverband.swiss\/?p=62854"},"modified":"2026-09-21T11:46:49","modified_gmt":"2026-09-21T09:46:49","slug":"quelle-strategie-meta-pour-une-croissance-durable-des-performances","status":"publish","type":"post","link":"https:\/\/handelsverband.swiss\/fr\/quelle-strategie-meta-pour-une-croissance-durable-des-performances\/","title":{"rendered":"Quelle strat\u00e9gie Meta pour une croissance durable des performances ?"},"content":{"rendered":"<p><em>Article de <a href=\"https:\/\/www.ad-agents.com\/\" target=\"_blank\" rel=\"noopener\">ad agents GmbH<\/a>, que nous publions avec l\u2019aimable autorisation de son auteure. Traduit par l\u2019ASSOCIATION DE COMMERCE.swiss<\/em><\/p>\n<p>&nbsp;<\/p>\n<p class=\"isSelectedEnd\"><strong>De nombreuses entreprises sont confront\u00e9es \u00e0 un d\u00e9fi similaire en mati\u00e8re de Paid Social : elles souhaitent augmenter leur chiffre d\u2019affaires et faire \u00e9voluer efficacement leurs budgets, sans perdre de vue la rentabilit\u00e9 ni l\u2019impact mesurable sur leur activit\u00e9. Avec des assortiments \u00e9tendus, de multiples groupes cibles et des structures de campagnes toujours plus complexes, une strat\u00e9gie globale devient d\u00e9terminante.<\/strong><\/p>\n<p class=\"isSelectedEnd\">L\u2019exemple de <a href=\"https:\/\/www.jumbo.ch\">JUMBO<\/a> illustre concr\u00e8tement \u00e0 quoi peut ressembler une telle r\u00e9orientation. En 2024, le leader suisse de son secteur devait atteindre des objectifs ambitieux en mati\u00e8re de chiffre d\u2019affaires et de croissance sur un march\u00e9 toujours plus concurrentiel. Le d\u00e9fi : piloter efficacement, via Meta Ads, une immense diversit\u00e9 de produits \u2013 de la simple vis au kit complet de piscine hors sol \u2013 tout en garantissant une croissance rentable.<\/p>\n<p>Afin d\u2019atteindre ces objectifs, une refonte compl\u00e8te de la strat\u00e9gie Meta de JUMBO a \u00e9t\u00e9 lanc\u00e9e en janvier 2025.<\/p>\n<p class=\"isSelectedEnd\"><strong>Strat\u00e9gie<br \/>\n<\/strong><span style=\"font-size: 1rem;\">La feuille de route reposait sur trois piliers cl\u00e9s \u00e9troitement li\u00e9s, visant \u00e0 faire passer le m\u00e9ta-canal au niveau sup\u00e9rieur, tant sur le plan technologique que conceptuel :<\/span><\/p>\n<ul data-spread=\"false\">\n<li><strong>Modernisation de la structure du compte :<\/strong> une configuration fortement consolid\u00e9e a remplac\u00e9 la multitude de campagnes individuelles. La segmentation intelligente des groupes de produits permet parall\u00e8lement d\u2019optimiser le pilotage des campagnes et de soutenir de mani\u00e8re cibl\u00e9e les assortiments prioritaires.<\/li>\n<li><strong>Diversification de la strat\u00e9gie cr\u00e9ative :<\/strong> une nouvelle approche de production des contenus cr\u00e9atifs a \u00e9t\u00e9 mise en place conjointement. Elle permet de cibler les utilisateurs de mani\u00e8re extr\u00eamement pr\u00e9cise et efficace, avec des contenus adapt\u00e9s de mani\u00e8re individuelle et dynamique aux diff\u00e9rentes cat\u00e9gories de produits.<\/li>\n<li><strong>Mod\u00e8le d\u2019attribution fiable :<\/strong> le pilotage des campagnes et le reporting ont \u00e9t\u00e9 adapt\u00e9s \u00e0 un mod\u00e8le d\u2019attribution plus restrictif, afin de mettre syst\u00e9matiquement l\u2019accent sur les r\u00e9sultats r\u00e9ellement mesurables et la croissance incr\u00e9mentale.<\/li>\n<\/ul>\n<p class=\"isSelectedEnd\"><strong>R\u00e9sultats<br \/>\n<\/strong>La combinaison des mesures strat\u00e9giques et structurelles a permis d\u2019am\u00e9liorer consid\u00e9rablement la rentabilit\u00e9 de l\u2019ensemble du canal Meta.<\/p>\n<p class=\"isSelectedEnd\">Le succ\u00e8s est\u00a0particuli\u00e8rement visibles au niveau du taux de clics (CTR), qui a enregistr\u00e9 une hausse remarquable de <strong>+134 %<\/strong>, ce qui a permis d&#8217;obtenir de meilleurs prix d&#8217;achat pour les utilisateurs qualifi\u00e9s. L\u2019impact sur l\u2019efficacit\u00e9 a \u00e9t\u00e9 imm\u00e9diat : <strong>le co\u00fbt par vente a \u00e9t\u00e9 r\u00e9duit de moiti\u00e9.<\/strong><\/p>\n<p>Parall\u00e8lement, la nouvelle structure du compte a eu un effet direct sur le chiffre d\u2019affaires et a permis d\u2019augmenter sensiblement la valeur moyenne du panier. Gr\u00e2ce \u00e0 un mod\u00e8le d\u2019attribution ajust\u00e9 avec pr\u00e9cision, le canal fournit d\u00e9sormais des r\u00e9sultats fiables et transparents, dont l\u2019impact peut \u00eatre mesur\u00e9 \u00e0 l\u2019\u00e9chelle de l\u2019ensemble de l\u2019activit\u00e9, au-del\u00e0 de l\u2019\u00e9cosyst\u00e8me Meta. Les objectifs ambitieux fix\u00e9s en janvier 2025 ont ainsi \u00e9t\u00e9 largement d\u00e9pass\u00e9s, et cette progression des performances se poursuit sans interruption en 2026.<\/p>\n<p><strong>Performance Uplift 2025 vs. 2024 :<\/strong><\/p>\n<ul>\n<li>+134 % d\u2019augmentation du CTR<\/li>\n<li>-48 % de r\u00e9duction du CPC<\/li>\n<li>+55 % d\u2019am\u00e9lioration du ROAS<\/li>\n<\/ul>\n<p>Le projet a \u00e9t\u00e9 con\u00e7u et mis en \u0153uvre, tant sur le plan strat\u00e9gique qu\u2019op\u00e9rationnel, par l\u2019agence de performance marketing ad agents, en \u00e9troite collaboration avec JUMBO.<\/p>\n<p>\u00ab Gr\u00e2ce \u00e0 cette r\u00e9orientation, nous avons pu faire franchir un nouveau cap au canal Meta de JUMBO. La r\u00e9duction de moiti\u00e9 du co\u00fbt par vente, associ\u00e9e \u00e0 une augmentation de la valeur moyenne du panier, t\u00e9moigne clairement du succ\u00e8s de notre partenariat. \u00bb<br \/>\n<em>Fabienne Breu, Digital Marketing Managerin JUMBO<\/em><\/p>\n<p>Si vous souhaitez en savoir plus sur la Case Study ou sur les opportunit\u00e9s de croissance offertes par la publicit\u00e9 sur les r\u00e9seaux sociaux, n\u2019h\u00e9sitez pas \u00e0 <a href=\"https:\/\/www.ad-agents.ch\/kontakt\/\">contacter<\/a> ad agents.<\/p>\n<p>&nbsp;<\/p>\n<p class=\"isSelectedEnd\"><strong><em>\u00c0 propos de JUMBO<\/em><\/strong><br \/>\n<em><a href=\"https:\/\/www.jumbo.ch\">JUMBO<\/a> est l\u2019adresse de r\u00e9f\u00e9rence en Suisse pour tous les projets de bricolage, du jardin et des loisirs. Pionnier des magasins de bricolage, l\u2019entreprise a ouvert son premier point de vente en Suisse d\u00e8s 1982. Aujourd\u2019hui, JUMBO compte plus de 120 magasins dans toutes les r\u00e9gions du pays.<\/em><\/p>\n<p><em>Son vaste assortiment comprend quelque 75 000 articles et r\u00e9pond \u00e0 tous les besoins, des travaux professionnels aux projets cr\u00e9atifs de loisirs. Depuis 2021, JUMBO fait partie du groupe Coop, organis\u00e9 sous forme de coop\u00e9rative, et associe ainsi une longue expertise dans le domaine du bricolage \u00e0 la force de l\u2019un des principaux groupes suisses du commerce de d\u00e9tail.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p class=\"isSelectedEnd\"><strong><em>\u00c0 propos d\u2019ad agents<br \/>\n<\/em><\/strong><em>Depuis 2006, <\/em><em><a href=\"https:\/\/www.ad-agents.ch\/\" target=\"_blank\" rel=\"noopener\">ad agents<\/a><\/em><em> est une r\u00e9f\u00e9rence en mati\u00e8re de marketing \u00e0 la performance et g\u00e9n\u00e8re des r\u00e9sultats mesurables. En combinant de nombreuses ann\u00e9es d\u2019expertise avec l\u2019utilisation intelligente de l\u2019intelligence artificielle, l\u2019agence aide ses clients \u00e0 soutenir durablement leur croissance.\u00a0<\/em><strong><em><br \/>\n<\/em><\/strong><em style=\"font-size: 1rem;\">Notre approche ? Une vision globale de l\u2019ensemble du funnel. Du SEA et du SEO aux r\u00e9seaux sociaux, en passant par le display, le marketing d\u2019affiliation, le web analytics et les grandes places de march\u00e9 : nous ma\u00eetrisons tous les leviers du marketing digital ainsi que les bases technologiques n\u00e9cessaires.<\/em><\/p>\n<p><em>Ce qui nous distingue ? La qualit\u00e9, une transparence totale et des partenariats d\u2019\u00e9gal \u00e0 \u00e9gal. Nos clientes et clients appr\u00e9cient le contact direct et la proximit\u00e9 avec le march\u00e9 que nous leur offrons gr\u00e2ce \u00e0 nos implantations dans le sud de l\u2019Allemagne et \u00e0 Zurich.<\/em><\/p>\n<p>&nbsp;<\/p>\n<div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Article de ad agents GmbH,<\/p>\n","protected":false},"author":4782,"featured_media":62859,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-62854","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Quelle strat\u00e9gie Meta pour une croissance durable des performances ? - 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=\"Quelle strat\u00e9gie Meta pour une croissance durable des performances ? 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