{"id":6244,"date":"2019-06-24T18:21:00","date_gmt":"2019-06-24T18:21:00","guid":{"rendered":"https:\/\/www.callrevu.com\/2019\/06\/24\/how-to-maximize-digital-ad-spend\/"},"modified":"2024-06-24T17:49:01","modified_gmt":"2024-06-24T21:49:01","slug":"how-to-maximize-digital-ad-spend","status":"publish","type":"post","link":"https:\/\/www.callrevu.com\/fr\/2019\/06\/24\/how-to-maximize-digital-ad-spend\/","title":{"rendered":"Comment maximiser votre budget publicitaire num\u00e9rique"},"content":{"rendered":"

Une analyse plus approfondie \u00e0 l'aide de DNI a r\u00e9v\u00e9l\u00e9 les m\u00e9triques qui comptent vraiment. Il s'est av\u00e9r\u00e9 que plus de 86 % de toutes les conversions ont eu lieu dans la campagne Google Ads, centr\u00e9e sur des termes g\u00e9n\u00e9raux concernant le concessionnaire, tels que son nom et sa localisation. Cela nous dit que les consommateurs pr\u00e9voyaient d\u00e9j\u00e0 de contacter le concessionnaire et utilisaient essentiellement Google comme un annuaire t\u00e9l\u00e9phonique.<\/span><\/h2>\n

<\/p>\n

par Steven Laureys <\/strong><\/div>\n

<\/span>Le passage de la publicit\u00e9 traditionnelle \u00e0 la publicit\u00e9 num\u00e9rique continue de cro\u00eetre. Aujourd'hui, il est courant que 90 % du budget d'un concessionnaire soit d\u00e9pens\u00e9 dans les canaux num\u00e9riques. Pourtant, il est tr\u00e8s difficile pour la plupart des concessionnaires d'attribuer directement les appels t\u00e9l\u00e9phoniques, les rendez-vous et les ventes \u00e0 ces d\u00e9penses publicitaires. Au lieu de cela, vous obtenez des m\u00e9triques qui ne sont pas directement li\u00e9es \u00e0 l'action du client, comme le co\u00fbt par clic, le taux de rebond et le nombre de pages par session. Par cons\u00e9quent, vous ne savez pas quelles campagnes et quels mots-cl\u00e9s fonctionnent r\u00e9ellement pour convertir les clients, et lesquels ne font que gaspiller de l'argent comme un trou noir.<\/p>\n

Il est temps de penser \u00e0 la mise en \u0153uvre de l'insertion dynamique de num\u00e9ros (DNI) afin d'attribuer chaque appel t\u00e9l\u00e9phonique, rendez-vous et vente \u00e0 sa source de prospects d'origine. Seul ce niveau de transparence permettra de distinguer les campagnes performantes des campagnes faibles, et vous assurera de maximiser vos d\u00e9penses publicitaires.<\/p>\n

Le DNI n'est pas une nouvelle solution. Il existe depuis un certain temps comme moyen de suivre les appels t\u00e9l\u00e9phoniques provenant de sources de r\u00e9f\u00e9rence en ligne et de mots-cl\u00e9s. Ce qui est nouveau, ce sont les capacit\u00e9s avanc\u00e9es qui rendent le DNI encore plus puissant. Les solutions d'aujourd'hui attribuent \u00e0 chaque consommateur individuel acc\u00e9dant \u00e0 votre page Web un num\u00e9ro unique, de sorte que vous savez exactement le parcours en ligne qu'il a emprunt\u00e9 pour vous trouver. Ces informations sont achemin\u00e9es via Google Analytics pour un examen et un suivi faciles. Les capacit\u00e9s de suivi des appels enregistrent m\u00eame les appels et capturent la mani\u00e8re dont un appel a \u00e9t\u00e9 trait\u00e9 \u00e0 des fins de formation.<\/p>\n

Cette visibilit\u00e9 compl\u00e8te sur la campagne permet de faire le tri parmi les indicateurs qui ne sont pas directement li\u00e9s \u00e0 l\u2019action des clients, afin que vous puissiez comprendre ce qui se passe r\u00e9ellement et investir votre budget l\u00e0 o\u00f9 cela compte le plus. Par exemple, je connais un concessionnaire qui d\u00e9pensait $10 000 par mois dans des campagnes Google. Sur l\u2019ensemble de ces d\u00e9penses publicitaires, Google Analytics indiquait que le concessionnaire avait enregistr\u00e9 plus de 5 000 clics, trois pages par session et un co\u00fbt par clic total inf\u00e9rieur \u00e0 $2. \u00c7a a l\u2019air plut\u00f4t bien, non ?<\/p>\n

Une analyse plus approfondie \u00e0 l\u2019aide de DNI a permis de mettre en \u00e9vidence les indicateurs qui comptent vraiment. Il s\u2019est av\u00e9r\u00e9 que plus de 86 % de toutes les conversions avaient eu lieu dans la campagne Google Ads, ax\u00e9e sur des termes g\u00e9n\u00e9raux relatifs au concessionnaire, tels que son nom et son emplacement. Cela nous indique que les consommateurs avaient d\u00e9j\u00e0 l\u2019intention de contacter le concessionnaire et utilisaient essentiellement Google comme un annuaire t\u00e9l\u00e9phonique. Les d\u00e9penses consacr\u00e9es \u00e0 cette campagne repr\u00e9sentaient moins de 14 % du budget publicitaire total de $10 000.<\/p>\n

Les $8 400 restants ont \u00e9t\u00e9 consacr\u00e9s \u00e0 des campagnes Google qui n\u2019ont g\u00e9n\u00e9r\u00e9 qu\u2019un seul appel t\u00e9l\u00e9phonique, 10 discussions en ligne et trois formulaires de prospect remplis. Cela repr\u00e9sente plus de $600 par conversion ! Et cela n'inclut m\u00eame pas les honoraires de l'agence. Fort de ce constat, le concessionnaire a r\u00e9orient\u00e9 ses d\u00e9penses publicitaires, en se d\u00e9tournant des campagnes qui engloutissaient de l'argent sans apporter grand-chose en retour, pour se concentrer sur celles qui fonctionnaient.<\/p>\n

Adopter de nouveaux processus publicitaires peut vous aider \u00e0 en faire autant. Premi\u00e8rement, d\u00e9finissez des objectifs pour toutes les diff\u00e9rentes mani\u00e8res dont les consommateurs peuvent se convertir sur votre site Web. Deuxi\u00e8mement, configurez des outils de suivi tels que le DNI via Google Analytics. Enfin, examinez et affinez r\u00e9guli\u00e8rement votre plan.<\/p>\n

Je recommande de passer en revue les campagnes au moins une fois par semaine. Avec le DNI int\u00e9gr\u00e9 \u00e0 votre Google Analytics, il est relativement simple d'attribuer les chiffres importants - appels t\u00e9l\u00e9phoniques, rendez-vous et ventes - \u00e0 des mots-cl\u00e9s et des campagnes sp\u00e9cifiques. Vous pouvez ensuite abandonner les campagnes et les mots-cl\u00e9s qui ne fonctionnent pas et r\u00e9affecter cet argent \u00e0 vos meilleurs performeurs. Un examen continu ouvre \u00e9galement des opportunit\u00e9s d'\u00e9largir votre port\u00e9e avec de nouveaux mots-cl\u00e9s qui peuvent placer votre concessionnaire devant un tout nouveau march\u00e9 cible.<\/p>\n

Dans notre monde num\u00e9rique, il est logique de consacrer la majorit\u00e9 des budgets publicitaires aux canaux num\u00e9riques. Mais ne vous laissez pas pi\u00e9ger par les m\u00e9triques de co\u00fbt par clic et de taux de rebond qui ne corr\u00e8lent pas directement avec l'action du client. Fixez-vous comme objectif d'attribuer chaque appel t\u00e9l\u00e9phonique, chaque rendez-vous et chaque vente \u00e0 sa source de lead d'origine, car si vous ne le faites pas, vous pourriez jeter de l'argent par les fen\u00eatres chaque jour.<\/p><\/p>","protected":false},"excerpt":{"rendered":"

A deeper analysis using DNI unveiled the metrics that really matter. It turned out that over 86 percent of all conversions happened in the Google Ads Campaign, centered around dealership general terms, like its name and location. This tells us that consumers were already planning to contact the dealership and essentially using Google as a phone book.<\/p>","protected":false},"author":9,"featured_media":3865,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[145,150],"tags":[],"class_list":["post-6244","post","type-post","status-publish","format-standard","has-post-thumbnail","category-reputation-management","category-revenue-growth"],"yoast_head":"\nHow to Maximize Your Digital Ad Spend<\/title>\n<meta name=\"description\" content=\"Implement Dynamic Number Insertion to start maximizing your digital ad spend in your dealership.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.callrevu.com\/fr\/2019\/06\/24\/how-to-maximize-digital-ad-spend\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" 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