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Synodiance > Réussir sa stratégie SEA E-commerce - Table Ronde EBG - 03/04/2014

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Table Ronde EBG "Optimiser sa stratégie SEA dans une logique de vente" animée le 02 Avril 2014.

Participants :
- Christelle JOLIVET > ‎Traffic Manager – celio*
- Nathalie FEYTE > Head of Search - AIR France
- Yann SAUVAGEON > Directeur de l'Expertise - Synodiance

Au programme :
- Rappel des principes de base en SEA : Structure, Annonces, Tunnel
- Point sur les fonctions orientées Vente : PLA, DSA, RLSA, Reviews, GG Shopping Local ...
- Revue des principaux outils SEA

Vidéo EBG : http://www.ebg.net/sessions/video-fr-Optimiser_votre_strategie_SEA_dans_une_logique_de_vente-0.htm

Yann SAUVAGEON
Directeur de l'Expertise, Associé Synodiance
Twitter : https://twitter.com/yahn

Publié dans : Technologie
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Synodiance > Réussir sa stratégie SEA E-commerce - Table Ronde EBG - 03/04/2014

  1. 1. Optimiser une stratégie SEA axée ventes Table Ronde EBG - 02/04/2014
  2. 2. Intervenants Nathalie FEYTE > AIR France Christelle JOLIVET > celio Yann SAUVAGEON > SYNODIANCE
  3. 3. Nathalie FEYTE > Head of Search AIR France › 7 ans et demi chez AIR France › 1 ans sur le digital > Pôle méta/search affi › Depuis Mai 2014 > Head of Search Equipe Search Equipe de 4 personnes (1 SEO & 3 SEA) Agence dédiée SEA Délégations internationales
  4. 4. Nathalie FEYTE > Périmètre « Search » d’AIR France › 75 pays dans le monde › Principaux marchés : FR / US / IT / UK / BRAZIL / JP › Tous les moteurs (Yandex, Naver, Seznam, Baïdu) › Search = TOP Levier / Budget en croissance › Montants investis importants › Recettes : > 2 milliards d'euros (croissance objectif de 15% / an) › Basculement de la vente sur le web (seul canal en croissance)
  5. 5. Christelle JOLIVET > Traffic Manager – eMarketing / celio * › celio › Depuis septembre 2013 › Leviers gérés: SEO, SEA, Affiliation, Display, RTB, Retargeting bannière, Retargeting email, Native Advertising › Armand Thiery – Traffic Manager › 2 ans (2011 à 2013) › En charge de tous les leviers d’acquisition de trafic › Quiksilver - Chargée de trafic e-commerce › 2 ans (2099 à 2011) › Mise en place des différents leviers d’acquisition de trafic web
  6. 6. Christelle JOLIVET > Fondée en 1985 par Marc et Laurent Grosman, celio* est devenue en 25 ans la marque internationale incontournable du prêt-à-porter masculin. Quelques chiffres… celio* aujourd'hui c'est : 1100 magasins (dont la moitié à l’international) répartis dans plus de 60 pays 2 enseignes celio* et celio*CLUB 35 millions de pièces vendues chaque année. Une enseigne puissante, une marque internationale fondée sur des valeurs fortes liées à l'accessibilité et la générosité pour une mode consacrée exclusivement aux hommes.
  7. 7. Table Ronde EBG Structure / Annonces / Tunnel « Fonctions » orientées Ventes Outils
  8. 8. Modèle SAT
  9. 9. Modèle SAT Structure Annonces Tunnel
  10. 10. Modèle SAT > Structure • Segmentation / Granularité • Comptes / Campagnes / GA • Marque / Hors Marque • Zones Géographiques • Types de saisies / Ciblage des Mots clés Structure
  11. 11. Modèle SAT > Structure Google (75 pays) = Campagnes universelles Yahoo - BING 45 pays YH.JP / Naver / Yandex / Baïdu / Seznam = Relai avec des locaux (aucune protection de marque)
  12. 12. Modèle SAT > Structure Comptes « Standard » Comptes « Longue Traine »
  13. 13. Modèle SAT > Structure Comptes « Standard » Campagnes Marques Campagnes manuelles TOP Pays & Desti. Campagnes Content
  14. 14. Modèle SAT > Structure Comptes « Longue Traine » Campagnes destinations (vol new york) Campagnes origines destinations (vol paris ny) Campagnes destinations en géotargetés (lyon vers amérique du nord) + DE 750 origines > destinations (prix en dynamique sur la destination)
  15. 15. Campagnes géotargétées > Exemple France → “vol Paris” Modèle SAT > Structure → “vol Pointe à Pitre” MarseilleToulouse
  16. 16. Modèle SAT Structure Annonces Tunnel
  17. 17. Modèle SAT > Annonces • Nombre d’annonces • Formulations • Accroches • Push des avantages compétitifs • Sitelinks Annonces
  18. 18. Modèle SAT > Annonces Avantages concurrentiels (nbre de vols directs) Remontée du prix A/B Testing Call-to-action (notion d'urgence)
  19. 19. Modèle SAT > Annonces Nbre de Vols + Remontée du prix en dynamique Prix le moins cher dans les 4 prochains moins . Outil interne développé par KLM.
  20. 20. Modèle SAT > Annonces A/B Testing des annonces (ici l’URL visible) mexico.airfrance.com.mx/ VS www.airfrance.com.mx/
  21. 21. Modèle SAT > Annonces Call-to-Action Notion d'urgence Plus que X jours Compte à rebours …
  22. 22. Modèle SAT > Annonces Yahoo > Annonces RAIS RAIS = Rich Ads in Search Bing & Yahoo! Campagnes “Marque”
  23. 23. Modèle SAT Structure Annonces Tunnel
  24. 24. Modèle SAT > Tunnel • Landing Page • Cohérence MC > Annonce > LP • Critères SEO (title / texte) • Temps de chargement • … Tunnel
  25. 25. Modèle SAT > Tunnel 50% of the time: pre-filled booking engine50% of the time: Landing page SEO
  26. 26. Fonctions orientées « Ventes »
  27. 27. Fonctions Ventes Push Produits PLAs / Product Listing Ads DSA Dynamic Search Ads Réassurance Extensions d'avis de consommateurs Bêta Review Extension Bêta Image Extensions Remarketing Remarketing Adwords RLSA : Remarketing List for Search Ads In-Market Buyers Display / GDN Google Display Network Gmail sponsored promotions Mobile / Local Mobile - Click to Call Google Shopping Local Extensions de lieux
  28. 28. Fonctions Ventes > PLAs
  29. 29. DSA / Dynamic Search Ads Fonctions Ventes > DSAs Dynamic Search Ads = Une campagne SEA dynamiquement générée par l’algorithme de Google
  30. 30. DSA / Dynamic Search Ads Fonctions Ventes > DSAs DSA permet de trouver des opportunités de mots clés inexploitées. Requêtes Volumederecherche TOP Requêtes Longue Traine
  31. 31. Fonctions Ventes > DSAs DSA > Dynamic Search Ads Réelle opportunité ou boîte noire incontrôlable ?
  32. 32. Fonctions Ventes > DSAs DSA > Dynamic Search Ads • Actif sur la France. • Activé sur certains « segments »
  33. 33. Fonctions Ventes Push Produits PLAs / Product Listing Ads DSA Dynamic Search Ads Réassurance Extensions d'avis de consommateurs Bêta Review Extension Bêta Image Extensions Remarketing Remarketing Adwords RLSA : Remarketing List for Search Ads In-Market Buyers Display / GDN Google Display Network Gmail sponsored promotions Mobile / Local Mobile - Click to Call Google Shopping Local Extensions de lieux
  34. 34. Ventes > Reviews extensions Air France > Business Travel Awards http://www.businesstravelawards.com/winners2013.asp
  35. 35. Ventes > Image Extensions US UK
  36. 36. Fonctions Ventes Push Produits PLAs / Product Listing Ads DSA Dynamic Search Ads Réassurance Extensions d'avis de consommateurs Bêta Review Extension Bêta Image Extensions Remarketing Remarketing Adwords RLSA : Remarketing List for Search Ads In-Market Buyers Display / GDN Google Display Network Gmail sponsored promotions Mobile / Local Mobile - Click to Call Google Shopping Local Extensions de lieux
  37. 37. Fonctions Ventes > Remarketing
  38. 38. Fonctions Ventes > Remarketing Remarketing « search » Aka RLSA Remarketing « classique »
  39. 39. Fonctions Ventes > Remarketing Marque • Cœur de la stratégie de Remarketing Hors Marque • TOP 15/30 Pays • Pas de conversion • Push d'adtexts sur le GDN liés à la destination vue sur le site Audiences similaires • « Lookalikes »
  40. 40. Fonctions Ventes > RLSA RLSA > Retargeting de personnes vous ayant déjà cherché « Ratissez » Ciblage sur des expressions génériques Incentivez Annonces spéciales pour les abandonnistes Fidélisez Enchères + élevées pour les clients Retargeting négatif Exclure de vos campagnes marque les clients
  41. 41. Fonctions Ventes > RLSA RLSA > Remarketing List for Search Ads • Duplication des campagnes destinations • ↑ enchères pour apparaitre en TOP Positions
  42. 42. Ventes > In-Market Buyers
  43. 43. Fonctions Ventes Push Produits PLAs / Product Listing Ads DSA Dynamic Search Ads Réassurance Extensions d'avis de consommateurs Bêta Review Extension Bêta Image Extensions Remarketing Remarketing Adwords RLSA : Remarketing List for Search Ads In-Market Buyers Display / GDN Google Display Network Gmail sponsored promotions Mobile / Local Mobile - Click to Call Google Shopping Local Extensions de lieux
  44. 44. Fonctions Ventes > GDN
  45. 45. Fonctions Ventes > GSPs
  46. 46. Fonctions Ventes > GSPs
  47. 47. Fonctions Ventes Push Produits PLAs / Product Listing Ads DSA Dynamic Search Ads Réassurance Extensions d'avis de consommateurs Bêta Review Extension Bêta Image Extensions Remarketing Remarketing Adwords RLSA : Remarketing List for Search Ads In-Market Buyers Display / GDN Google Display Network Gmail sponsored promotions Mobile / Local Mobile - Click to Call Google Shopping Local Extensions de lieux
  48. 48. Ventes > Click To Call Click To Call Test en cours Billets d'avion long courrier + de 1000 €
  49. 49. Ventes > PLAs + Mobile Google shopping local Disponibilité en local Indication de la disponibilité du produit dans un point de vente à proximité de votre emplacement
  50. 50. Ventes > PLAs + Mobile Disponibilité du produit en magasin Vitrine locale (sur Google) Produits associés
  51. 51. Outils
  52. 52. Outils Benchmarking Bid Management Reporting
  53. 53. Outils « Outils » AIR France • Partenariat avec Google • L’agence : Suivi ROI + Optis « manuelles » • Brand Monitoring (Brand Monitor)
  54. 54. Autres Outils + Adwords Scripts
  55. 55. Conclusion
  56. 56. Vos 3 points clés ?
  57. 57. MERCI ! Questions / Réponses

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