{"id":5446,"date":"2016-03-02T09:18:08","date_gmt":"2016-03-02T08:18:08","guid":{"rendered":"https:\/\/academy.visiplus.com\/blog\/?p=5446"},"modified":"2016-08-18T14:41:12","modified_gmt":"2016-08-18T13:41:12","slug":"google-adwords-associez-des-donnees-demographiques-a-vos-requetes-de-recherche","status":"publish","type":"post","link":"https:\/\/academy.visiplus.com\/blog\/search-marketing\/google-adwords-associez-des-donnees-demographiques-a-vos-requetes-de-recherche-2016-03-02","title":{"rendered":"Google AdWords: Associez des donn\u00e9es d\u00e9mographiques \u00e0 vos requ\u00eates de recherche"},"content":{"rendered":"

Faire de la publicit\u00e9 sur le r\u00e9seau de recherche est souvent difficile \u00e0 conceptualiser pour de nombreuses marques. En effet, contrairement aux plans m\u00e9dias traditionnels construits \u00e0 partir d\u2019\u00e9tudes de march\u00e9 qui incluent donn\u00e9es d\u00e9mographiques ou personas, la publicit\u00e9 sur le r\u00e9seau de recherche a une strat\u00e9gie de ciblage bas\u00e9e essentiellement sur des mots-cl\u00e9s.<\/p>\n

Cependant, Google AdWords<\/a> a fait certains progr\u00e8s en fournissant davantage d\u2019informations d\u00e9mographiques permettant de mieux cibler vos annonces.<\/p>\n

Utiliser l\u2019outil Ad Planner pour obtenir des informations d\u00e9mographiques<\/span><\/p>\n

Bien que cet outil soit davantage utilis\u00e9 pour le r\u00e9seau Display, vous pouvez toujours obtenir des informations d\u00e9mographiques issues des mots-cl\u00e9s. Les donn\u00e9es proviennent du r\u00e9seau Google DoubleClick, et repr\u00e9sentent les cookies des utilisateurs qui recherchent du contenu li\u00e9 aux mots cl\u00e9s que vous entrez.<\/p>\n

\"Planner<\/p>\n

Vous pouvez le retrouver via ce lien\u00a0: https:\/\/adwords.google.com\/da\/DisplayPlanner\/Home<\/a><\/p>\n

Une fois sur l\u2019Ad Planner, cliquez sur la fl\u00e8che vers le bas \u00e0 l\u2019endroit o\u00f9 il y a \u00e9crit\u00a0 \u00ab\u00a0Rechercher de nouvelles id\u00e9es de ciblage \u00e0 l\u2019aide d\u2019une expression, d\u2019un site Web ou d\u2019une cat\u00e9gorie\u00a0\u00bb.<\/p>\n

\"Planner<\/p>\n

Entrez le mot-cl\u00e9 pour lequel vous souhaitez obtenir des informations d\u00e9mographiques, puis cliquez sur le bouton qui dit \u00ab\u00a0Obtenir des id\u00e9es de groupe d\u2019annonces\u00a0\u00bb.
\nCela fera appara\u00eetre \u00e0 l\u2019\u00e9cran, un panel d\u2019informations concernant le sexe, l\u2019\u00e2ge et l\u2019appareil utilis\u00e9 par les personnes qui effectuent cette requ\u00eate.<\/p>\n

\"Pannel<\/p>\n

L\u2019avantage de cet outil est qu\u2019il vous permet d\u2019\u00eatre plus proactif que r\u00e9actif.<\/p>\n

Vous avez \u00e9galement la possibilit\u00e9 de mieux cibler votre requ\u00eate gr\u00e2ce aux\u00a0 propositions de ciblage situ\u00e9es sur la gauche de votre \u00e9cran\u00a0:<\/p>\n

\"pannel<\/p>\n

Par exemple, si vous souhaitez effectuer certaines exclusions au niveau de la campagne, ou analyser seules les recherches sur appareils mobiles, il vous suffira juste de cliquer sur \u00ab\u00a0Examiner le plan\u00a0\u00bb afin de faire appara\u00eetre un r\u00e9capitulatif de votre plan.<\/p>\n

En cliquant sur la petite fl\u00e8che en bas \u00e0 droite des graphiques vous aurez la possibilit\u00e9 d\u2019exporter les donner et de les partager avec vos coll\u00e8gues ou vos clients.<\/p>\n

Vous pouvez \u00e9galement utiliser l\u2019outil Google Ad Planner<\/a> pour r\u00e9aliser des veilles concurrentielles, afin d\u2019analyser le trafic de vos concurrents et d\u2019identifier les sites sur lesquels vous pourriez faire de la publicit\u00e9 si vous souhaitez annoncer sur le r\u00e9seau Display<\/a>.<\/p>\n

En conclusion, Google Ad Planner, en plus de vous permettre de r\u00e9aliser des plans de communication, vous permet d\u2019obtenir des informations d\u00e9mographiques, d\u2019analyser votre march\u00e9 et d\u2019identifier vos principaux concurrents.<\/p>\n

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

Faire de la publicit\u00e9 sur le r\u00e9seau de recherche est souvent difficile \u00e0 conceptualiser pour de nombreuses marques. En effet, contrairement aux plans m\u00e9dias traditionnels construits \u00e0 partir d\u2019\u00e9tudes de march\u00e9 qui incluent donn\u00e9es d\u00e9mographiques…<\/p>\n","protected":false},"author":2,"featured_media":5478,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[48,318,317,13],"tags":[416,417,47,415],"class_list":["post-5446","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-adwords-search-marketing","category-google-adwords-certification","category-google-adwords-niveau-avance","category-search-marketing","tag-ad-planner","tag-ciblage","tag-google-adwords","tag-requetes"],"yoast_head":"\nGoogle AdWords: Associez des donn\u00e9es d\u00e9mographiques \u00e0 vos requ\u00eates de recherche - VISIPLUS academy<\/title>\n<meta name=\"description\" content=\"Faire de la publicit\u00e9 sur le r\u00e9seau de recherche est souvent difficile \u00e0 conceptualiser pour de nombreuses marques. 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