{"id":6041,"date":"2016-04-22T13:33:31","date_gmt":"2016-04-22T12:33:31","guid":{"rendered":"https:\/\/academy.visiplus.com\/blog\/?p=6041"},"modified":"2016-08-23T16:50:08","modified_gmt":"2016-08-23T15:50:08","slug":"google-shopping-quelles-nouveautes-pour-les-local-inventory-ads-lia","status":"publish","type":"post","link":"https:\/\/academy.visiplus.com\/blog\/search-marketing\/google-shopping-quelles-nouveautes-pour-les-local-inventory-ads-lia-2016-04-22","title":{"rendered":"Google Shopping : Quelles nouveaut\u00e9s pour les \u2018Local Inventory Ads\u2019 (LIA)"},"content":{"rendered":"<p>Lanc\u00e9es en 2014, les Local Inventory Ads (LIA) ont pour but d\u2019aider les distributeurs \u00e0 g\u00e9n\u00e9rer d\u2019avantages de trafic dans leurs magasins physiques. Cette fonctionnalit\u00e9 a permis de cibler les annonces en fonction de l\u2019emplacement et de la disponibilit\u00e9 des produits.<\/p>\n<p>Par cons\u00e9quent, lorsqu\u2019un internaute recherche un produit en particulier, une fois sa requ\u00eate tap\u00e9e dans le moteur de recherche, l\u2019annonce du distributeur va appara\u00eetre avec diff\u00e9rentes informations li\u00e9es au produit en question\u00a0: informations sur les stocks disponibles et localisation du ou des magasins les plus proches pour se le procurer.<\/p>\n<p><a href=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/04\/11.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6042\" alt=\"1\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/04\/11.png\" width=\"1004\" height=\"685\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/04\/11.png 1004w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/04\/11-300x204.png 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/04\/11-610x416.png 610w\" sizes=\"auto, (max-width: 1004px) 100vw, 1004px\" \/><\/a>Les \u2018Local Inventory Ads\u2019 repr\u00e9sentent un moyen pour les distributeurs d\u2019attirer plus de trafic au sein de leurs boutiques physiques. En effet, d\u2019apr\u00e8s <a href=\"https:\/\/think.storage.googleapis.com\/docs\/sears-google-inventory-ads_case-studies.pdf\" target=\"_blank\">une \u00e9tude<\/a>\u00a0r\u00e9alis\u00e9e par Google au sujet de Sears Outlet, cette pratique a permis \u00e0 la compagnie de b\u00e9n\u00e9ficier d\u2019un meilleur retour sur leurs d\u00e9penses publicitaires (ROAS), de booster le taux de visite en boutique et d\u2019augmenter le CTR de plus de 16%.<\/p>\n<p><span style=\"text-decoration: underline;\">Mais quelles sont les nouveaut\u00e9s\u00a0?<\/span><\/p>\n<p>Ce trimestre, Google a lanc\u00e9 ses nouveaux formats d\u2019annonces LIA, actuellement disponible au Royaume-Uni<span style=\"text-decoration: line-through;\">s<\/span>, Allemagne, France, Etats-Unis, Australie et Japon. Les mises \u00e0 jour incluent les formats suivant\u00a0:<\/p>\n<p><a href=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/04\/2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6043\" alt=\"2\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/04\/2.png\" width=\"1022\" height=\"590\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/04\/2.png 1022w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/04\/2-300x173.png 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/04\/2-610x352.png 610w\" sizes=\"auto, (max-width: 1022px) 100vw, 1022px\" \/><\/a><\/p>\n<p>1)\u00a0\u00a0\u00a0\u00a0\u00a0 Les Banni\u00e8res en positions pr\u00e9mium sur Mobile<br \/>\n2)\u00a0\u00a0\u00a0\u00a0\u00a0 Une pastille, proposant de visualiser toutes les annonces produits li\u00e9es \u00e0 la requ\u00eate situ\u00e9e \u00e0 la fin du carrousel.<br \/>\n3)\u00a0\u00a0\u00a0\u00a0\u00a0 Les requ\u00eates localis\u00e9es <i>(Actuellement disponible qu\u2019en Anglais)<br \/>\n<\/i>4)\u00a0\u00a0\u00a0\u00a0\u00a0 Filtre g\u00e9ographique, indiquant le nombre de boutiques \u00e0 proximit\u00e9, qui ont en stock le produit recherch\u00e9.<\/p>\n<p>Google prend d\u00e9sormais en compte les tendances de requ\u00eates plus actuelles et annonce que les requ\u00eates li\u00e9es aux stocks locaux sont prioritaires sur les autres annonces en r\u00e8gle g\u00e9n\u00e9rale. Cela permet aux distributeurs de se d\u00e9marquer pour attirer les clients qui souhaiteraient acheter leurs produits en boutique physique.<\/p>\n<p>Bien que cela puisse para\u00eetre comme des \u2018petits\u2019 changements, l\u2019utilisation des \u2018Local Inventory Ads\u2019 reste un avantage certain pour les distributeurs qui souhaitent acqu\u00e9rir une exposition plus large et devenir plus concurrentiel.<\/p>\n<p>R\u00e9seau Display, remarketing, campagnes vid\u00e9o ou Google Shopping : vous \u00eates actif sur vos campagnes AdWords mais d\u00e9sirez approfondir encore vos connaissances ? La <a href=\"https:\/\/academy.visiplus.com\/formation-google-adwords.php\" target=\"_blank\">formation Google AdWords<\/a> vous est destin\u00e9e!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lanc\u00e9es en 2014, les Local Inventory Ads (LIA) ont pour but d\u2019aider les distributeurs \u00e0 g\u00e9n\u00e9rer d\u2019avantages de trafic dans leurs magasins physiques. Cette fonctionnalit\u00e9 a permis de cibler les annonces en fonction de l\u2019emplacement&#8230;<\/p>\n","protected":false},"author":2,"featured_media":6044,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[48,13],"tags":[286,465,464],"class_list":["post-6041","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-adwords-search-marketing","category-search-marketing","tag-google-shopping","tag-lia","tag-local-invetory-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.9-RC5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Shopping : Quelles nouveaut\u00e9s pour les \u2018Local Inventory Ads\u2019 (LIA) - VISIPLUS academy<\/title>\n<meta name=\"description\" content=\"Lanc\u00e9es en 2014, les Local Inventory Ads (LIA) ont pour but d\u2019aider les distributeurs \u00e0 g\u00e9n\u00e9rer d\u2019avantages de trafic dans leurs magasins physiques. 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