{"id":10626,"date":"2019-08-27T23:11:00","date_gmt":"2019-08-27T23:11:00","guid":{"rendered":"http:\/\/www.criteo.com\/fr\/?p=10626"},"modified":"2024-01-08T16:27:42","modified_gmt":"2024-01-08T16:27:42","slug":"ciblage-101-search-retargeting-vs-retargeting-sur-site","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/fr\/blog\/ciblage-101-search-retargeting-vs-retargeting-sur-site\/","title":{"rendered":"Ciblage 101 : Search Retargeting vs. Retargeting sur site"},"content":{"rendered":"

 <\/p>\n

Comme leur nom ne l’indique pas, le Search retargeting et le Retargeting sur site sont deux concepts bien diff\u00e9rents.\u00a0 Mais \u00e0 quoi font-ils r\u00e9f\u00e9rence\u00a0? Comment fonctionnent-ils, et surtout quand les utiliser\u00a0? R\u00e9ponse dans ce r\u00e9cap’ du retargeting, pour les novices comme pour les pros du marketing.<\/p>\n

Search retargeting<\/strong><\/h3>\n

Le search retargeting diffuse des annonces display en fonction des termes recherch\u00e9s par un utilisateur sur les moteurs de recherche. Les campagnes sont bas\u00e9es sur une s\u00e9lection de mots cl\u00e9s refl\u00e9tant l’activit\u00e9 ou les produits de votre entreprise. Un vendeur de meubles choisira par exemple de proposer des annonces aux utilisateurs ayant recherch\u00e9 les termes \u00ab canap\u00e9 en cuir \u00bb ou \u00ab canap\u00e9 d’angle en cuir \u00bb.<\/p>\n

Centr\u00e9e sur les donn\u00e9es d’intention, cette strat\u00e9gie publicitaire est particuli\u00e8rement avantageuse\u00a0: les shoppers cibl\u00e9s sont d\u00e9j\u00e0 int\u00e9ress\u00e9s par le type de produit ou de solution que vous proposez, mais ne connaissent pas n\u00e9cessairement votre marque. Il s’agit l\u00e0 davantage d’une logique de prospection comme on pourrait en voir dans l’upper-funnel.<\/p>\n

Les annonces de search retargeting s\u2019appuient sur les inventaires display. Elles sont donc souvent plus \u00e9conomiques pour les mots cl\u00e9s les plus demand\u00e9s, cibles d’ench\u00e8res impitoyables faisant exploser le CPC des campagnes de Search.\u00a0 Contrairement aux campagnes PPC, le search retargeting vous permet aussi de cr\u00e9er des annonces visuellement exceptionnelles, aux couleurs de votre marque.<\/p>\n

\"\"Retargeting sur site<\/strong><\/h3>\n

Le retargeting sur site, ou tout simplement \u00ab retargeting \u00bb, propose des annonces display aux utilisateurs qui, une fois sur votre site, repartent sans acheter.\u00a0 Le retargeting se distingue du search retargeting de deux fa\u00e7ons : il n’est pas bas\u00e9 sur des mots cl\u00e9s, et cible des shoppers qui connaissent d\u00e9j\u00e0 votre marque \u00e0 travers votre site et\/ou vos produits.\u00a0 Cette sensibilisation \u00e0 la marque fait toute la diff\u00e9rence, y compris en termes de ROI.\u00a0 Centr\u00e9e sur la conversion, la logique est donc davantage de type \u00ab\u00a0lower-funnel\u00a0\u00bb.<\/p>\n

Le retargeting sur site permet d’analyser les donn\u00e9es d’intention collect\u00e9es durant la visite du shopper pour cr\u00e9er l’annonce la plus susceptible de le faire revenir\u00a0–\u00a0et d’acheter. Une campagne de retargeting type ciblera donc les shoppers avec les produits qu’ils ont consult\u00e9s ou laiss\u00e9 dans leur panier avant de quitter votre site. Les solutions de retargeting les plus sophistiqu\u00e9es proposent \u00e9galement des recommandations de produits et des fonctionnalit\u00e9s d’optimisation dynamique (DCO), pour des annonces ultra-personnalis\u00e9es en fonction des pr\u00e9f\u00e9rences de chaque utilisateur.<\/p>\n

\"\"(Plus d’infos dans notre guide complet\u00a0sur le retargeting<\/a>)<\/span><\/p>\n

Sont-ils compl\u00e9mentaires\u00a0?\u00a0<\/strong><\/h3>\n

Absolument\u00a0! Il ne s’agit pas l\u00e0 de choisir l’un plut\u00f4t que l’autre. Parce qu’ils agissent \u00e0 diff\u00e9rents niveaux du funnel, ces deux types de retargeting sont tout \u00e0 fait compatibles. Leur association permet d’attirer les shoppers sur votre site, qui passent ensuite du statut de simple visiteur \u00e0 celui d’acheteur. Toutes deux \u00e9conomiques, ces strat\u00e9gies g\u00e9n\u00e8rent aussi d’importants ROI\u00a0–\u00a0de quoi tirer le maximum de votre budget marketing.<\/p>\n

Envie d’en savoir plus sur le ciblage et le retargeting\u00a0? D\u00e9couvrez notre webinaire en partenariat avec Shopify Plus\u00a0: \u00ab\u00a0Ciblage et retargeting\u00a0:\u00ab Ciblage et retargeting : toutes les strat\u00e9gies publicitaires pour d\u00e9velopper votre activit\u00e9 d’e-commerce<\/a> \u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"

  Comme leur nom ne l’indique pas, le Search retargeting et le Retargeting sur site sont deux concepts bien diff\u00e9rents.\u00a0 Mais \u00e0 quoi font-ils r\u00e9f\u00e9rence\u00a0? Comment fonctionnent-ils, et surtout quand les utiliser\u00a0? R\u00e9ponse dans ce r\u00e9cap’ du retargeting, pour les novices comme pour les pros du marketing. Search retargeting Le search retargeting diffuse des annonces […]<\/p>\n","protected":false},"author":9,"featured_media":10631,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"coauthors":[556],"class_list":{"0":"post-10626","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ad-tech"},"acf":{"stae_popup_enable":false,"hide_featured_image":false,"has_download":false,"has_embed":false,"podcast_audio_length":"","use_custom_cta":false},"yoast_head":"\nCiblage 101 : Search Retargeting vs. Retargeting sur site | FR - Criteo.com<\/title>\n<meta name=\"description\" content=\"Comme leur nom ne l'indique pas, le search retargeting et le retargeting sur site sont deux concepts bien diff\u00e9rents. 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