{"id":236,"date":"2025-12-01T14:48:55","date_gmt":"2025-12-01T13:48:55","guid":{"rendered":"https:\/\/rouzade.com\/?p=236"},"modified":"2025-12-01T18:19:09","modified_gmt":"2025-12-01T17:19:09","slug":"reklamnaja-kampanija-internet-magazina-kosmetiki","status":"publish","type":"post","link":"https:\/\/rouzade.com\/fr\/reklamnaja-kampanija-internet-magazina-kosmetiki\/","title":{"rendered":"Campagne publicitaire pour une boutique de cosm\u00e9tiques en ligne"},"content":{"rendered":"<p>Je vais vous expliquer en d\u00e9tail comment atteindre une audience de 762\u00a0815 personnes et g\u00e9n\u00e9rer 3\u00a0060 visites sur un site web en 18 jours gr\u00e2ce aux r\u00e9seaux sociaux.<\/p>\n<p>Lorsque le client m&#039;a contact\u00e9, il avait mis en place une campagne publicitaire visant \u00e0 g\u00e9n\u00e9rer du trafic vers une page produit de la nouvelle collection, mais les ventes \u00e9taient tr\u00e8s faibles. Il devait \u00e9galement cr\u00e9er de nouvelles campagnes publicitaires pour la collection de No\u00ebl et le coffret cadeau.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contenu<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Basculer la table des mati\u00e8res\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Basculer<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/rouzade.com\/fr\/reklamnaja-kampanija-internet-magazina-kosmetiki\/#%d0%90%d1%83%d0%b4%d0%b8%d1%82\" >Audit<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/rouzade.com\/fr\/reklamnaja-kampanija-internet-magazina-kosmetiki\/#%d0%a0%d0%b5%d0%ba%d0%bb%d0%b0%d0%bc%d0%bd%d1%8b%d0%b5_%d0%ba%d0%b0%d0%bc%d0%bf%d0%b0%d0%bd%d0%b8%d0%b8\" >campagnes publicitaires<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/rouzade.com\/fr\/reklamnaja-kampanija-internet-magazina-kosmetiki\/#%d0%a6%d0%b5%d0%bb%d0%b8\" >Objectifs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/rouzade.com\/fr\/reklamnaja-kampanija-internet-magazina-kosmetiki\/#%d0%a6%d0%b5%d0%bb%d0%b5%d0%b2%d0%b0%d1%8f_%d0%b0%d1%83%d0%b4%d0%b8%d1%82%d0%be%d1%80%d0%b8%d1%8f\" >Public cible<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/rouzade.com\/fr\/reklamnaja-kampanija-internet-magazina-kosmetiki\/#%d0%9f%d1%80%d0%b8%d0%b7%d0%b5%d0%bc%d0%bb%d0%b5%d0%bd%d0%b8%d0%b5\" >Atterrissage<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/rouzade.com\/fr\/reklamnaja-kampanija-internet-magazina-kosmetiki\/#%d0%92%d0%be%d1%80%d0%be%d0%bd%d0%ba%d0%b8_%d0%bf%d1%80%d0%be%d0%b4%d0%b0%d0%b6\" >Entonnoirs de vente<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/rouzade.com\/fr\/reklamnaja-kampanija-internet-magazina-kosmetiki\/#%d0%a5%d0%be%d0%bb%d0%be%d0%b4%d0%bd%d0%b0%d1%8f_%d0%b0%d1%83%d0%b4%d0%b8%d1%82%d0%be%d1%80%d0%b8%d1%8f\" >Public froid<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/rouzade.com\/fr\/reklamnaja-kampanija-internet-magazina-kosmetiki\/#%d0%a2%d0%b5%d0%bf%d0%bb%d0%b0%d1%8f_%d0%b0%d1%83%d0%b4%d0%b8%d1%82%d0%be%d1%80%d0%b8%d1%8f\" >Public chaleureux<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/rouzade.com\/fr\/reklamnaja-kampanija-internet-magazina-kosmetiki\/#%d0%93%d0%be%d1%80%d1%8f%d1%87%d0%b0%d1%8f_%d0%b0%d1%83%d0%b4%d0%b8%d1%82%d0%be%d1%80%d0%b8%d1%8f\" >Public enthousiaste<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/rouzade.com\/fr\/reklamnaja-kampanija-internet-magazina-kosmetiki\/#%d0%a0%d0%b5%d0%ba%d0%bb%d0%b0%d0%bc%d0%bd%d0%b0%d1%8f_%d0%ba%d0%b0%d0%bc%d0%bf%d0%b0%d0%bd%d0%b8%d1%8f_%e2%80%94_%d1%82%d1%80%d0%b0%d1%84%d0%b8%d0%ba_%d0%bd%d0%b0_%d0%ba%d0%b0%d1%80%d1%82%d0%be%d1%87%d0%ba%d1%83_%d1%82%d0%be%d0%b2%d0%b0%d1%80%d0%b0\" >Campagne publicitaire - trafic vers la fiche produit<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/rouzade.com\/fr\/reklamnaja-kampanija-internet-magazina-kosmetiki\/#%d0%a7%d1%82%d0%be_%d1%81%d0%b4%d0%b5%d0%bb%d0%b0%d0%bd%d0%be\" >Ce qui a \u00e9t\u00e9 fait<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/rouzade.com\/fr\/reklamnaja-kampanija-internet-magazina-kosmetiki\/#%d0%9a%d1%80%d0%b5%d0%b0%d1%82%d0%b8%d0%b2%d1%8b\" >Cr\u00e9atifs<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/rouzade.com\/fr\/reklamnaja-kampanija-internet-magazina-kosmetiki\/#%d0%a0%d0%b5%d0%ba%d0%bb%d0%b0%d0%bc%d0%bd%d0%b0%d1%8f_%d0%ba%d0%b0%d0%bc%d0%bf%d0%b0%d0%bd%d0%b8%d1%8f_%e2%80%94_%d1%82%d1%80%d0%b0%d1%84%d0%b8%d0%ba_%d0%bd%d0%b0_%d0%bd%d0%be%d0%b2%d0%be%d0%b3%d0%be%d0%b4%d0%bd%d1%8e%d1%8e_%d0%ba%d0%be%d0%bb%d0%bb%d0%b5%d0%ba%d1%86%d0%b8%d1%8e\" >Campagne publicitaire - trafic vers la collection du Nouvel An<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/rouzade.com\/fr\/reklamnaja-kampanija-internet-magazina-kosmetiki\/#%d0%a7%d1%82%d0%be_%d1%81%d0%b4%d0%b5%d0%bb%d0%b0%d0%bd%d0%be-2\" >Ce qui a \u00e9t\u00e9 fait<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/rouzade.com\/fr\/reklamnaja-kampanija-internet-magazina-kosmetiki\/#%d0%9a%d1%80%d0%b5%d0%b0%d1%82%d0%b8%d0%b2%d1%8b-2\" >Cr\u00e9atifs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/rouzade.com\/fr\/reklamnaja-kampanija-internet-magazina-kosmetiki\/#%d0%92%d0%b8%d0%b4%d0%b5%d0%be\" >Vid\u00e9o<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/rouzade.com\/fr\/reklamnaja-kampanija-internet-magazina-kosmetiki\/#%d0%9e%d0%b3%d1%80%d0%b0%d0%bd%d0%b8%d1%87%d0%b5%d0%bd%d0%b8%d1%8f\" >Restrictions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/rouzade.com\/fr\/reklamnaja-kampanija-internet-magazina-kosmetiki\/#%d0%a0%d0%b5%d0%b7%d1%83%d0%bb%d1%8c%d1%82%d0%b0%d1%82%d1%8b\" >R\u00e9sultats<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"%d0%90%d1%83%d0%b4%d0%b8%d1%82\"><\/span>Audit<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>J&#039;ai r\u00e9alis\u00e9 un audit de la campagne publicitaire, au cours duquel les points suivants ont \u00e9t\u00e9 abord\u00e9s\u00a0:<\/p>\n<ol>\n<li>Les campagnes publicitaires et leurs objectifs.<\/li>\n<li>Public cible.<\/li>\n<li>Pages de destination.<\/li>\n<li>Messages publicitaires.<\/li>\n<\/ol>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-242\" src=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/2-nastroika-reklamy-v-fb-ig-3.jpg\" alt=\"\" width=\"745\" height=\"372\" srcset=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/2-nastroika-reklamy-v-fb-ig-3.jpg 745w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/2-nastroika-reklamy-v-fb-ig-3-300x150.jpg 300w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/2-nastroika-reklamy-v-fb-ig-3-696x348.jpg 696w\" sizes=\"auto, (max-width: 745px) 100vw, 745px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"%d0%a0%d0%b5%d0%ba%d0%bb%d0%b0%d0%bc%d0%bd%d1%8b%d0%b5_%d0%ba%d0%b0%d0%bc%d0%bf%d0%b0%d0%bd%d0%b8%d0%b8\"><\/span>campagnes publicitaires<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Dans notre cas, les campagnes publicitaires sont des produits pour lesquels la publicit\u00e9 devait \u00eatre cibl\u00e9e\u00a0:<\/p>\n<ul>\n<li>Produits de la nouvelle collection.<\/li>\n<li>Collection de No\u00ebl.<\/li>\n<li>Coffret cadeau pour No\u00ebl.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"%d0%a6%d0%b5%d0%bb%d0%b8\"><\/span>Objectifs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Les objectifs de nos campagnes publicitaires \u00e9taient diff\u00e9rents\u00a0:<\/p>\n<ul>\n<li>Notori\u00e9t\u00e9 de la marque.<\/li>\n<li>Couverture croissante.<\/li>\n<li>Regardez la vid\u00e9o.<\/li>\n<li>Transitions vers le site.<\/li>\n<li>Abonnement ouvert au public.<\/li>\n<li>Achat de marchandises.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"%d0%a6%d0%b5%d0%bb%d0%b5%d0%b2%d0%b0%d1%8f_%d0%b0%d1%83%d0%b4%d0%b8%d1%82%d0%be%d1%80%d0%b8%d1%8f\"><\/span>Public cible<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>La client\u00e8le de la boutique en ligne est principalement compos\u00e9e de femmes \u00e2g\u00e9es de 18 \u00e0 50 ans, r\u00e9sidant en France. Il s&#039;agit d&#039;une audience assez large, m\u00eame en ne consid\u00e9rant que les personnes int\u00e9ress\u00e9es par la beaut\u00e9 et les achats en ligne. Afin d&#039;adapter plus pr\u00e9cis\u00e9ment notre campagne publicitaire, nous avons d\u00e9cid\u00e9 de la segmenter en trois groupes\u00a0:<\/p>\n<ul>\n<li>Chaud.<\/li>\n<li>Chaud.<\/li>\n<li>Froid.<\/li>\n<\/ul>\n<p>La capture d&#039;\u00e9cran montre l&#039;audience correspondant \u00e0 chaque segment.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-243\" src=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/3-nastroika-reklamy-v-fb-ig-3.jpg\" alt=\"\" width=\"859\" height=\"363\" srcset=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/3-nastroika-reklamy-v-fb-ig-3.jpg 859w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/3-nastroika-reklamy-v-fb-ig-3-300x127.jpg 300w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/3-nastroika-reklamy-v-fb-ig-3-768x325.jpg 768w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/3-nastroika-reklamy-v-fb-ig-3-696x294.jpg 696w\" sizes=\"auto, (max-width: 859px) 100vw, 859px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"%d0%9f%d1%80%d0%b8%d0%b7%d0%b5%d0%bc%d0%bb%d0%b5%d0%bd%d0%b8%d0%b5\"><\/span>Atterrissage<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>En fonction du niveau de pr\u00e9paration et de l\u2019objectif de la campagne, notre public cible devait \u00eatre atteint aux endroits suivants\u00a0:<\/p>\n<ul>\n<li>fiche produit - pour effectuer un achat ;<\/li>\n<li>vers la page contenant la nouvelle collection\u00a0;<\/li>\n<li>vers la page du coupon\u00a0;<\/li>\n<li>au public - pour abonnement et pr\u00e9paration suppl\u00e9mentaire ;<\/li>\n<li>\u00e0 une publication contenant une vid\u00e9o virale.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"%d0%92%d0%be%d1%80%d0%be%d0%bd%d0%ba%d0%b8_%d0%bf%d1%80%d0%be%d0%b4%d0%b0%d0%b6\"><\/span>Entonnoirs de vente<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Ensuite, sur la base des segments et des objectifs identifi\u00e9s des campagnes publicitaires, nous avons formul\u00e9 des hypoth\u00e8ses pour la construction d&#039;entonnoirs de vente \u00e0 l&#039;aide du mod\u00e8le AIDA.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"%d0%a5%d0%be%d0%bb%d0%be%d0%b4%d0%bd%d0%b0%d1%8f_%d0%b0%d1%83%d0%b4%d0%b8%d1%82%d0%be%d1%80%d0%b8%d1%8f\"><\/span>Public froid<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>L&#039;objectif de cette campagne est de capter l&#039;attention d&#039;un large public gr\u00e2ce \u00e0 une vid\u00e9o virale, \u00e0 l&#039;instar des visiteurs d&#039;un site web et des abonn\u00e9s actifs. Elle vise \u00e0 accro\u00eetre la notori\u00e9t\u00e9 de la marque, \u00e0 maximiser sa port\u00e9e et \u00e0 g\u00e9n\u00e9rer des abonnements pour une promotion ult\u00e9rieure.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"%d0%a2%d0%b5%d0%bf%d0%bb%d0%b0%d1%8f_%d0%b0%d1%83%d0%b4%d0%b8%d1%82%d0%be%d1%80%d0%b8%d1%8f\"><\/span>Public chaleureux<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Pour un public r\u00e9ceptif, c&#039;est-\u00e0-dire ceux qui ont manifest\u00e9 un int\u00e9r\u00eat pour nos publicit\u00e9s et qui ont d\u00e9j\u00e0 interagi avec elles, \u00e0 savoir\u00a0:<\/p>\n<ul>\n<li>70% ont regard\u00e9 notre vid\u00e9o ;<\/li>\n<li>Abonn\u00e9s \u00e0 notre page publique, \u00e0 notre newsletter et \u00e0 notre cha\u00eene YouTube.<\/li>\n<li>ont visit\u00e9 notre site web ou nos \u00e9v\u00e9nements hors ligne (mais n&#039;ont pas atteint le panier).<\/li>\n<\/ul>\n<p>Nous mettons en place une campagne publicitaire qui redirige vers une fiche produit et une page pr\u00e9sentant une nouvelle collection. L&#039;objectif de cette campagne est de g\u00e9n\u00e9rer des conversions sur le site web.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"%d0%93%d0%be%d1%80%d1%8f%d1%87%d0%b0%d1%8f_%d0%b0%d1%83%d0%b4%d0%b8%d1%82%d0%be%d1%80%d0%b8%d1%8f\"><\/span>Public enthousiaste<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Il s&#039;agit d&#039;une audience qui souhaite d\u00e9j\u00e0 acheter nos produits ou qui les a d\u00e9j\u00e0 achet\u00e9s. Nous la dirigeons \u00e9galement vers la page produit ou la page du catalogue de la nouvelle collection en utilisant le m\u00eame principe que pour les audiences d\u00e9j\u00e0 int\u00e9ress\u00e9es. La diff\u00e9rence est la suivante\u00a0:<\/p>\n<ul>\n<li>Nous avons pr\u00e9sent\u00e9 aux clients du mois dernier une campagne publicitaire pour la nouvelle collection et le coffret cadeau ;<\/li>\n<li>Il est inutile de pr\u00e9senter la nouvelle collection aux clients qui ont effectu\u00e9 un achat au cours des 30 derniers jours ; ils en sont d\u00e9j\u00e0 inform\u00e9s, et nous leur proposons un coffret cadeau et des produits d\u00e9riv\u00e9s ;<\/li>\n<li>et il est judicieux de proposer un coupon de r\u00e9duction \u00e0 dur\u00e9e limit\u00e9e \u00e0 ceux qui ont abandonn\u00e9 leur panier.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"%d0%a0%d0%b5%d0%ba%d0%bb%d0%b0%d0%bc%d0%bd%d0%b0%d1%8f_%d0%ba%d0%b0%d0%bc%d0%bf%d0%b0%d0%bd%d0%b8%d1%8f_%e2%80%94_%d1%82%d1%80%d0%b0%d1%84%d0%b8%d0%ba_%d0%bd%d0%b0_%d0%ba%d0%b0%d1%80%d1%82%d0%be%d1%87%d0%ba%d1%83_%d1%82%d0%be%d0%b2%d0%b0%d1%80%d0%b0\"><\/span>Campagne publicitaire - trafic vers la fiche produit<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<table cellspacing=\"0\" cellpadding=\"0\">\n<tbody>\n<tr>\n<td valign=\"top\">Sujets d&#039;affaires<\/td>\n<td valign=\"top\">Boutique de cosm\u00e9tiques en ligne<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">Cible<\/td>\n<td valign=\"top\">Attirer du trafic vers les produits de la nouvelle collection.<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">P\u00e9riode<\/td>\n<td valign=\"top\">Du 05.12.18 au 23.12.18.<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">G\u00e9ographie<\/td>\n<td valign=\"top\">France.<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">Type de campagne<\/td>\n<td valign=\"top\">Reciblage.<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">Public cible<\/td>\n<td valign=\"top\">Visiteurs de votre site web, visiteurs engag\u00e9s sur vos pages Facebook et Instagram, et audiences similaires.<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">Atterrissage<\/td>\n<td valign=\"top\">Fiche produit.<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">Placement<\/td>\n<td valign=\"top\">Fil d&#039;actualit\u00e9 et stories Facebook et Instagram.<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">R\u00e9sultat<\/td>\n<td valign=\"top\"><\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">Budget<\/td>\n<td valign=\"top\">50 000 RUB \/ 649 EUR.<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">Couverture<\/td>\n<td valign=\"top\">59824.<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">Transitions<\/td>\n<td valign=\"top\">1973.<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">Co\u00fbt par clic<\/td>\n<td valign=\"top\">26,4 roubles \/ 0,33 euros<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-244\" src=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/4-nastroyka.png\" alt=\"\" width=\"820\" height=\"150\" srcset=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/4-nastroyka.png 820w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/4-nastroyka-300x55.png 300w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/4-nastroyka-768x140.png 768w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/4-nastroyka-696x127.png 696w\" sizes=\"auto, (max-width: 820px) 100vw, 820px\" \/><\/p>\n<h3><span class=\"ez-toc-section\" id=\"%d0%a7%d1%82%d0%be_%d1%81%d0%b4%d0%b5%d0%bb%d0%b0%d0%bd%d0%be\"><\/span>Ce qui a \u00e9t\u00e9 fait<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>La page d&#039;accueil \u00e9tant une fiche produit, il \u00e9tait n\u00e9cessaire de cibler une audience d\u00e9j\u00e0 r\u00e9ceptive au contenu. Le pixel Facebook a \u00e9t\u00e9 install\u00e9 sur le site web afin de collecter des donn\u00e9es d&#039;audience pour le reciblage.<\/p>\n<p>Lors du test, la campagne ciblait initialement les visiteurs du site web et les utilisateurs actifs de ses pages publiques. Les r\u00e9sultats \u00e9taient satisfaisants, mais la port\u00e9e \u00e9tait limit\u00e9e. Par la suite, une audience similaire, compos\u00e9e de visiteurs du site web et d&#039;utilisateurs actifs des pages publiques Facebook et Instagram, a \u00e9t\u00e9 ajout\u00e9e, ce qui a permis d&#039;accro\u00eetre consid\u00e9rablement la port\u00e9e sans augmenter le co\u00fbt par clic.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"%d0%9a%d1%80%d0%b5%d0%b0%d1%82%d0%b8%d0%b2%d1%8b\"><\/span>Cr\u00e9atifs<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-245 size-large\" src=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscus-stories-742x1024.jpg\" alt=\"\" width=\"696\" height=\"961\" srcset=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscus-stories-742x1024.jpg 742w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscus-stories-217x300.jpg 217w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscus-stories-768x1060.jpg 768w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscus-stories-696x960.jpg 696w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscus-stories-1068x1473.jpg 1068w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscus-stories-304x420.jpg 304w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscus-stories.jpg 725w\" sizes=\"auto, (max-width: 696px) 100vw, 696px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"%d0%a0%d0%b5%d0%ba%d0%bb%d0%b0%d0%bc%d0%bd%d0%b0%d1%8f_%d0%ba%d0%b0%d0%bc%d0%bf%d0%b0%d0%bd%d0%b8%d1%8f_%e2%80%94_%d1%82%d1%80%d0%b0%d1%84%d0%b8%d0%ba_%d0%bd%d0%b0_%d0%bd%d0%be%d0%b2%d0%be%d0%b3%d0%be%d0%b4%d0%bd%d1%8e%d1%8e_%d0%ba%d0%be%d0%bb%d0%bb%d0%b5%d0%ba%d1%86%d0%b8%d1%8e\"><\/span>Campagne publicitaire - trafic vers la collection du Nouvel An<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<table cellspacing=\"0\" cellpadding=\"0\">\n<tbody>\n<tr>\n<td valign=\"top\">Sujets d&#039;affaires<\/td>\n<td valign=\"top\">Boutique de cosm\u00e9tiques en ligne<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">Cible<\/td>\n<td valign=\"top\">G\u00e9n\u00e9rer du trafic vers les produits de la collection du Nouvel An.<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">P\u00e9riode<\/td>\n<td valign=\"top\">Du 05.12.18 au 23.12.18.<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">G\u00e9ographie<\/td>\n<td valign=\"top\">France.<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">Type de campagne<\/td>\n<td valign=\"top\">Pour un large public<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">Public cible<\/td>\n<td valign=\"top\">Visiteurs du site web, visiteurs engag\u00e9s sur leurs pages Facebook et Instagram, et audiences similaires. Audiences int\u00e9ress\u00e9es par les cosm\u00e9tiques, la manucure et les salons de beaut\u00e9.<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">Atterrissage<\/td>\n<td valign=\"top\">Page d&#039;accueil.<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">Placement<\/td>\n<td valign=\"top\">Fil d&#039;actualit\u00e9 et stories Facebook et Instagram.<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">R\u00e9sultat<\/td>\n<td valign=\"top\"><\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">Budget<\/td>\n<td valign=\"top\">25 000 RUB \/ 318 EUR<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">Couverture<\/td>\n<td valign=\"top\">388,5 K.<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">Transitions<\/td>\n<td valign=\"top\">437.<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">Co\u00fbt par clic<\/td>\n<td valign=\"top\">58,4 roubles \/ 0,73 euros<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3><span class=\"ez-toc-section\" id=\"%d0%a7%d1%82%d0%be_%d1%81%d0%b4%d0%b5%d0%bb%d0%b0%d0%bd%d0%be-2\"><\/span>Ce qui a \u00e9t\u00e9 fait<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u00c9tant donn\u00e9 que la page d&#039;accueil \u00e9tait la page principale du site web, qui comportait une banni\u00e8re publicitaire annon\u00e7ant la collection du Nouvel An, nous avons d\u00e9cid\u00e9 de mettre en place une campagne publicitaire bas\u00e9e sur la port\u00e9e afin de pr\u00e9senter notre publicit\u00e9 teaser au plus grand nombre possible de clients potentiels et d&#039;attirer des visiteurs sur le site web.<\/p>\n<p>Le co\u00fbt par clic s&#039;est av\u00e9r\u00e9 plus \u00e9lev\u00e9 que lors de la premi\u00e8re campagne, car elle ciblait un public d\u00e9j\u00e0 \u00ab chaud \u00bb.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"%d0%9a%d1%80%d0%b5%d0%b0%d1%82%d0%b8%d0%b2%d1%8b-2\"><\/span>Cr\u00e9atifs<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\r\n                <style type=\"text\/css\">\r\n                    \r\n                    #tdi_1  .td-doubleSlider-2 .td-item1 {\r\n                        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<div class=\"td-gallery-slide-count\"><span class=\"td-gallery-slide-item-focus\">1<\/span> de 3<\/div>\r\n                                <div class=\"td-gallery-slide-prev-next-but\">\r\n                                    <i class = \"td-icon-left doubleSliderPrevButton\"><\/i>\r\n                                    <i class = \"td-icon-right doubleSliderNextButton\"><\/i>\r\n                                <\/div>\r\n                            <\/div>\r\n                        <\/div>\r\n\r\n                        <div class = \"td-doubleSlider-1\">\r\n                            <div class = \"td-slider\">\r\n                                \r\n                    <div class = \"td-slide-item td-item1\">\r\n                        <figure class=\"td-slide-galery-figure td-slide-popup-gallery\">\r\n                            <a class=\"slide-gallery-image-link\" href=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscus-stories1.jpg\" title=\"histoires d&#039;hibiscus1\"  data-caption=\"\"  data-description=\"\">\r\n                                <img decoding=\"async\" src=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscus-stories1-280x420.jpg\" srcset=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscus-stories1-280x420.jpg 280w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscus-stories1-200x300.jpg 200w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscus-stories1-768x1152.jpg 768w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscus-stories1-683x1024.jpg 683w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscus-stories1-696x1044.jpg 696w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscus-stories1-1068x1602.jpg 1068w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscus-stories1.jpg 667w\" sizes=\"(max-width: 280px) 100vw, 280px\" alt=\"Cabinet Rouzade\">\r\n                            <\/a>\r\n                            \r\n                        <\/figure>\r\n                    <\/div>\r\n                    <div class = \"td-slide-item td-item2\">\r\n                        <figure class=\"td-slide-galery-figure td-slide-popup-gallery\">\r\n                            <a class=\"slide-gallery-image-link\" href=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscusstories2.jpg\" title=\"hibiscusstories2\"  data-caption=\"\"  data-description=\"\">\r\n                                <img decoding=\"async\" src=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscusstories2-280x420.jpg\" srcset=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscusstories2-280x420.jpg 280w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscusstories2-200x300.jpg 200w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscusstories2-768x1152.jpg 768w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscusstories2-683x1024.jpg 683w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscusstories2-696x1044.jpg 696w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/hibiscusstories2.jpg 667w\" sizes=\"(max-width: 280px) 100vw, 280px\" alt=\"Cabinet Rouzade\">\r\n                            <\/a>\r\n                            \r\n                        <\/figure>\r\n                    <\/div>\r\n                    <div class = \"td-slide-item td-item3\">\r\n                        <figure class=\"td-slide-galery-figure td-slide-popup-gallery\">\r\n                            <a class=\"slide-gallery-image-link\" href=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/stories.jpg\" title=\"histoires\"  data-caption=\"\"  data-description=\"\">\r\n                                <img decoding=\"async\" src=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/stories-280x420.jpg\" srcset=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/stories-280x420.jpg 280w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/stories-200x300.jpg 200w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/stories-768x1152.jpg 768w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/stories-683x1024.jpg 683w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/stories-696x1044.jpg 696w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/stories.jpg 667w\" sizes=\"(max-width: 280px) 100vw, 280px\" alt=\"Cabinet Rouzade\">\r\n                            <\/a>\r\n                            \r\n                        <\/figure>\r\n                    <\/div>\r\n                            <\/div>\r\n                        <\/div>\r\n\r\n                        <div class = \"td-doubleSlider-2\">\r\n                            <div class = \"td-slider\">\r\n                                \r\n                    <div class = \"td-button td-item1\">\r\n                        <div class = \"td-border\"><\/div>\r\n                    <\/div>\r\n                    <div class = \"td-button td-item2\">\r\n                        <div class = \"td-border\"><\/div>\r\n                    <\/div>\r\n                    <div class = \"td-button td-item3\">\r\n                        <div class = \"td-border\"><\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n                        <\/div>\r\n\r\n                    <\/div>\r\n\r\n                <\/div>\r\n                \n<h3><span class=\"ez-toc-section\" id=\"%d0%92%d0%b8%d0%b4%d0%b5%d0%be\"><\/span>Vid\u00e9o<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<div style=\"width: 498px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-236-1\" width=\"498\" height=\"498\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/storygreen-feed-inst.mp4?_=1\" \/><a href=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/storygreen-feed-inst.mp4\">https:\/\/rouzade.com\/wp-content\/uploads\/2019\/03\/storygreen-feed-inst.mp4<\/a><\/video><\/div>\n<h2><span class=\"ez-toc-section\" id=\"%d0%9e%d0%b3%d1%80%d0%b0%d0%bd%d0%b8%d1%87%d0%b5%d0%bd%d0%b8%d1%8f\"><\/span>Restrictions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Malheureusement, le client n&#039;a pas donn\u00e9 acc\u00e8s \u00e0 Analytics, ce qui rend difficile l&#039;estimation du prix d&#039;achat. De plus, il exigeait ses propres cr\u00e9ations publicitaires, emp\u00eachant ainsi de tester plusieurs options lors de la mise en place de la campagne.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%d0%a0%d0%b5%d0%b7%d1%83%d0%bb%d1%8c%d1%82%d0%b0%d1%82%d1%8b\"><\/span>R\u00e9sultats<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Le client \u00e9tait satisfait ; en d\u00e9cembre, il a r\u00e9alis\u00e9 ses meilleures ventes depuis la cr\u00e9ation de la boutique en ligne.<\/p>\n<p>Vous souhaitez que nous mettions en place des campagnes publicitaires rentables pour vous sur les r\u00e9seaux sociaux, les moteurs de recherche ou YouTube\u00a0? Soumettez votre demande et nous vous contacterons.<\/p>\n<p style=\"text-align: center;\"><a class=\"maxbutton-1 maxbutton maxbutton-zapisatsya-na-konsultaciyu\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/calendly.com\/olga-rouzade\/15-minut-k-business-mechte?utm_source=site&amp;utm_medium=MaxButtons&amp;utm_campaign=rdv-calendly\"><span class='mb-text'>Inscrivez-vous pour une consultation<\/span><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Je vais vous expliquer en d\u00e9tail comment atteindre une audience de 762\u00a0815 personnes et g\u00e9n\u00e9rer 3\u00a0060 visites sur un site web en 18 jours gr\u00e2ce aux r\u00e9seaux sociaux. Lorsque le client m&#039;a contact\u00e9, il avait d\u00e9j\u00e0 mis en place une campagne publicitaire (g\u00e9n\u00e9rant du trafic vers une page produit d&#039;une nouvelle collection), mais les ventes \u00e9taient tr\u00e8s faibles. Il devait \u00e9galement lancer de nouvelles campagnes publicitaires pour la collection de No\u00ebl [\u2026]<\/p>","protected":false},"author":1,"featured_media":359,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[6],"tags":[370,372],"class_list":{"0":"post-236","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-blog","9":"tag-growth-hacking"},"acf":[],"yoast_head":"<title>\u0420\u0435\u043a\u043b\u0430\u043c\u043d\u0430\u044f \u043a\u0430\u043c\u043f\u0430\u043d\u0438\u044f \u0438\u043d\u0442\u0435\u0440\u043d\u0435\u0442-\u043c\u0430\u0433\u0430\u0437\u0438\u043d\u0430 \u043a\u043e\u0441\u043c\u0435\u0442\u0438\u043a\u0438 -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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