{"id":12059,"date":"2025-09-30T18:44:33","date_gmt":"2025-09-30T16:44:33","guid":{"rendered":"https:\/\/www.graaaf.com\/blog\/google-the-frenemy\/"},"modified":"2025-09-30T18:44:33","modified_gmt":"2025-09-30T16:44:33","slug":"google-the-frenemy","status":"publish","type":"post","link":"https:\/\/www.graaaf.com\/fr\/blog\/google-the-frenemy\/","title":{"rendered":"Google, l&#8217;ennemi ?"},"content":{"rendered":"<p>Aujourd&#8217;hui, j&#8217;ai souvent l&#8217;impression qu&#8217;une grande partie de mon travail consiste \u00e0 prot\u00e9ger mes clients contre Google. C&#8217;est particuli\u00e8rement vrai pour les annonces Google. <\/p>\n<p>Au fil des ans, les annonces Google sont devenues<\/p>\n<ul>\n<li>de plus en plus cher<\/li>\n<li>moins transparent<\/li>\n<li>plus pouss\u00e9es dans leurs recommandations de vente<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2>Les annonces Google sont devenues plus ch\u00e8res<\/h2>\n<p>Une entreprise en situation de monopole peut cr\u00e9er sa propre structure de prix. Google a adopt\u00e9 cette position \u00e0 maintes reprises. <\/p>\n<p><strong>Pourquoi les co\u00fbts augmentent-ils ?<\/strong><br \/>\nLe co\u00fbt par clic (CPC) des annonces Google a augment\u00e9 en raison de plusieurs facteurs :<\/p>\n<ul>\n<li><span style=\"text-decoration: underline;\">Une concurrence accrue :<\/span> De plus en plus d&#8217;entreprises investissent dans la publicit\u00e9 en ligne, ce qui fait grimper les prix. C&#8217;est assez juste. <\/li>\n<li>&#8220;<span style=\"text-decoration: underline;\">L&#8217;inflation forc\u00e9e&#8221; :<\/span> C&#8217;est la partie la plus louche. Google augmente le &#8220;prix de base&#8221; de chaque clic au fil du temps. Il s&#8217;agit d&#8217;une sorte d&#8217;inflation forc\u00e9e qui joue en leur faveur.  <\/li>\n<\/ul>\n<p>Le marketing en ligne \u00e9tait autrefois consid\u00e9r\u00e9 comme moins cher que la publicit\u00e9 imprim\u00e9e. Ce n&#8217;est plus le cas aujourd&#8217;hui. <\/p>\n<p>&nbsp;<\/p>\n<h2>Moins de transparence<\/h2>\n<p>Avec Google Ads, Google avait l&#8217;habitude de vous montrer les mots-cl\u00e9s exacts utilis\u00e9s dans les recherches qui faisaient appara\u00eetre vos annonces. Mais au fil des ans, Google a consid\u00e9rablement r\u00e9duit cette visibilit\u00e9. Aujourd&#8217;hui, il se peut que vous ne sachiez pas quels mots-cl\u00e9s\/termes de recherche d\u00e9clenchent votre annonce (bonjour les campagnes Performance Max).  <\/p>\n<p>Google avait de bonnes raisons de le faire. L&#8217;apprentissage automatique rend le concept de &#8220;terme de recherche&#8221; moins important. Le contexte complet de l&#8217;utilisateur sp\u00e9cifique qui effectue la recherche a d\u00e9sormais plus de poids.  <\/p>\n<p>Mais c&#8217;est tout de m\u00eame moins transparent.<\/p>\n<p>&nbsp;<\/p>\n<h2>Un repr\u00e9sentant commercial insistant<\/h2>\n<p>Si vous vous \u00eates r\u00e9cemment connect\u00e9 \u00e0 un compte Google Ads, vous avez probablement vu des messages de Google dans l&#8217;onglet &#8220;Recommandations&#8221;. Il s&#8217;agit de suggestions de Google visant \u00e0 am\u00e9liorer la qualit\u00e9 de vos annonces et de votre compte. <\/p>\n<p>Cependant, ces recommandations n&#8217;am\u00e9liorent souvent pas beaucoup le retour sur investissement publicitaire (ROAS) de votre compte. Google vous incite \u00e0 d\u00e9penser plus et \u00e0 afficher des publicit\u00e9s sur davantage de plateformes, souvent sans se soucier de savoir si cela vous est b\u00e9n\u00e9fique. <\/p>\n<p>&nbsp;<\/p>\n<h2>Dans ce cas, pourquoi continuer \u00e0 diffuser des annonces Google ?<\/h2>\n<p>Parce qu&#8217;elles sont encore rentables, m\u00eame si ce n&#8217;est pas toujours le cas. Les organisations peuvent atteindre leur public de diff\u00e9rentes mani\u00e8res. Le marketing payant n&#8217;est que l&#8217;un d&#8217;entre eux.  <\/p>\n<p><strong>La valeur des annonces Google<\/strong><\/p>\n<p>Malgr\u00e9 ces difficult\u00e9s, les annonces Google restent un outil puissant pour atteindre des clients potentiels. Voici pourquoi : <\/p>\n<ul>\n<li><span style=\"text-decoration: underline;\">Port\u00e9e :<\/span> Le vaste r\u00e9seau de Google permet \u00e0 vos annonces de toucher un large public, c&#8217;est-\u00e0-dire presque tous les habitants de la plan\u00e8te. Pratiquement aucun autre canal ne vous permet d&#8217;atteindre une telle audience. <\/li>\n<li><span style=\"text-decoration: underline;\">Ciblage :<\/span> Les options de ciblage avanc\u00e9es vous permettent de cibler des donn\u00e9es d\u00e9mographiques et des centres d&#8217;int\u00e9r\u00eat sp\u00e9cifiques.<\/li>\n<li><span style=\"text-decoration: underline;\">Suivi des performances :<\/span> Google Ads fournit des indicateurs de performance d\u00e9taill\u00e9s qui vous permettent d&#8217;affiner vos campagnes.<\/li>\n<\/ul>\n<h2><\/h2>\n<h2>Comment naviguer avec succ\u00e8s dans Google Ads ?<\/h2>\n<p>En tant que sp\u00e9cialiste du marketing en ligne, ma mission consiste \u00e0 attirer l&#8217;attention des entreprises avec lesquelles je travaille sur des publics pertinents. En d&#8217;autres termes, j&#8217;aide les entreprises pour lesquelles je travaille \u00e0 prosp\u00e9rer en trouvant leurs clients. <\/p>\n<p>Au cours du processus, je m&#8217;efforce de faire en sorte que ce soit un b\u00e9n\u00e9fice net pour mon client. Parfois, c&#8217;est le cas, parfois non. Parfois, c&#8217;est compliqu\u00e9.  <\/p>\n<p><strong>Meilleures pratiques<\/strong><\/p>\n<p>Pour maximiser l&#8217;efficacit\u00e9 de votre campagne Google Ads, tenez compte de ces bonnes pratiques :<\/p>\n<ul>\n<li><span style=\"text-decoration: underline;\">Fixez des objectifs clairs :<\/span> D\u00e9finissez les objectifs que vous souhaitez atteindre avec vos campagnes (par exemple, la notori\u00e9t\u00e9 de la marque, la g\u00e9n\u00e9ration de leads ou les ventes).<\/li>\n<li><span style=\"text-decoration: underline;\">Un suivi r\u00e9gulier :<\/span> Surveillez et adaptez en permanence vos campagnes en fonction des donn\u00e9es de performance.<\/li>\n<li>Testez <span style=\"text-decoration: underline;\">et optimisez :<\/span> exp\u00e9rimentez diff\u00e9rents textes publicitaires, mots-cl\u00e9s et options de ciblage pour trouver ce qui fonctionne le mieux.<\/li>\n<li><span style=\"text-decoration: underline;\">Remettez en question les recommandations de Google :<\/span> Demandez-vous pourquoi Google propose cette &#8220;am\u00e9lioration&#8221;. Est-ce \u00e0 votre avantage ou au sien ? <\/li>\n<\/ul>\n<p>Les agences de marketing num\u00e9rique doivent prot\u00e9ger leurs clients contre Google.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Aujourd&#8217;hui, j&#8217;ai souvent l&#8217;impression qu&#8217;une grande partie de mon travail consiste \u00e0 prot\u00e9ger mes clients contre Google. C&#8217;est particuli\u00e8rement vrai pour les annonces Google. Au fil des ans, les annonces Google sont devenues de plus en plus cher moins transparent plus pouss\u00e9es dans leurs recommandations de vente &nbsp; Les annonces Google sont devenues plus ch\u00e8res&hellip;<\/p>\n","protected":false},"author":1,"featured_media":11837,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[140],"tags":[192,161],"class_list":["post-12059","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-et-communication","tag-google-fr","tag-sem-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google, l&#039;ennemi ? - Graaaf<\/title>\n<meta name=\"description\" content=\"Aujourd&#039;hui, j&#039;ai souvent l&#039;impression qu&#039;une grande partie de mon travail consiste \u00e0 prot\u00e9ger mes clients contre Google. 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