{"id":1773,"date":"2022-05-18T15:18:45","date_gmt":"2022-05-18T20:18:45","guid":{"rendered":"https:\/\/www.trffk.ca\/?p=1773"},"modified":"2022-06-09T14:12:58","modified_gmt":"2022-06-09T19:12:58","slug":"google-vehicle-ads-by-trffk-automotive-digital-marketing","status":"publish","type":"post","link":"https:\/\/www.trffk.ca\/fr\/google-vehicle-ads-by-trffk-automotive-digital-marketing\/","title":{"rendered":"<p>Aper\u00e7u des annonces Google pour les v\u00e9hicules par TRFFK<\/p>"},"content":{"rendered":"<p>Lors du salon NADA 2022 \u00e0 Las Vegas, Nevada, \u00c9tats-Unis, Google a annonc\u00e9 l'introduction de Vehicle Ads (VA), un nouveau format d'annonce sur sa plateforme de recherche qui affiche les voitures \u00e0 vendre \u00e0 proximit\u00e9 en haut de la page de r\u00e9sultats du moteur de recherche (SERP). <p>TRFFK a pilot\u00e9 Vehicle Ads depuis 2021 dans le cadre de la b\u00eata et, en mai 2022, a ouvert l'offre Vehicle Ads aux concessionnaires automobiles d'Am\u00e9rique du Nord et sert actuellement Google Vehicle Ads dans les petits et grands march\u00e9s du Canada et des \u00c9tats-Unis. <\/p><h2 class=\"wp-block-heading\"><strong>\u00c0 quoi ressemblent les annonces Google pour v\u00e9hicules ?<\/strong><\/h2><p>Vous avez peut-\u00eatre d\u00e9j\u00e0 vu le type d'annonce ci-dessous sur Google sous d'autres recherches de produits telles que les v\u00eatements, les petits appareils de cuisine, les ordinateurs portables, etc. Ces types d'annonces sont connus sous le nom de \"Google Shopping Ads\" et sont diffus\u00e9es \u00e0 partir du Google Merchant Center dans Google Ads. &nbsp;<\/p><div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/What-do-Google-Vehicle-Ads-Look-Like.jpg\" alt=\"\" class=\"wp-image-1776\" width=\"315\" height=\"419\" 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16:39:20\",\"processing_label\":\"Processing\",\"container_class\":\"\",\"element_class\":\"\",\"wrap_styles_background-color\":\"\",\"wrap_styles_border\":\"\",\"wrap_styles_border-style\":\"\",\"wrap_styles_border-color\":\"\",\"wrap_styles_color\":\"\",\"wrap_styles_height\":\"\",\"wrap_styles_width\":\"\",\"wrap_styles_font-size\":\"\",\"wrap_styles_margin\":\"\",\"wrap_styles_padding\":\"\",\"wrap_styles_display\":\"\",\"wrap_styles_float\":\"\",\"wrap_styles_show_advanced_css\":0,\"wrap_styles_advanced\":\"\",\"label_styles_background-color\":\"\",\"label_styles_border\":\"\",\"label_styles_border-style\":\"\",\"label_styles_border-color\":\"\",\"label_styles_color\":\"\",\"label_styles_height\":\"\",\"label_styles_width\":\"\",\"label_styles_font-size\":\"\",\"label_styles_margin\":\"\",\"label_styles_padding\":\"\",\"label_styles_display\":\"\",\"label_styles_float\":\"\",\"label_styles_show_advanced_css\":0,\"label_styles_advanced\":\"\",\"element_styles_background-color\":\"\",\"element_styles_border\":\"\",\"element_styles_border-style\":\"\",\"element_styles_border-color\":\"\",\"element_styles_color\":\"\",\"element_styles_height\":\"\",\"element_styles_width\":\"\",\"element_styles_font-size\":\"\",\"element_styles_margin\":\"\",\"element_styles_padding\":\"\",\"element_styles_display\":\"\",\"element_styles_float\":\"\",\"element_styles_show_advanced_css\":0,\"element_styles_advanced\":\"\",\"submit_element_hover_styles_background-color\":\"\",\"submit_element_hover_styles_border\":\"\",\"submit_element_hover_styles_border-style\":\"\",\"submit_element_hover_styles_border-color\":\"\",\"submit_element_hover_styles_color\":\"\",\"submit_element_hover_styles_height\":\"\",\"submit_element_hover_styles_width\":\"\",\"submit_element_hover_styles_font-size\":\"\",\"submit_element_hover_styles_margin\":\"\",\"submit_element_hover_styles_padding\":\"\",\"submit_element_hover_styles_display\":\"\",\"submit_element_hover_styles_float\":\"\",\"submit_element_hover_styles_show_advanced_css\":0,\"submit_element_hover_styles_advanced\":\"\",\"cellcid\":\"c3287\",\"field_label\":\"Submit\",\"field_key\":\"submit\",\"id\":52,\"beforeField\":\"\",\"afterField\":\"\",\"value\":\"\",\"label_pos\":\"above\",\"parentType\":\"textbox\",\"element_templates\":[\"submit\",\"button\",\"input\"],\"old_classname\":\"\",\"wrap_template\":\"wrap-no-label\"}];nfForms.push(form);<\/script><p>Populaire parmi les d\u00e9taillants de commerce \u00e9lectronique depuis 2012 (lorsque Google a chang\u00e9 le nom de Google Product Search en Google Shopping), le support Google Shopping n'a jamais inclus les automobiles, qui ont traditionnellement un objectif de g\u00e9n\u00e9ration de leads plus important que le commerce \u00e9lectronique.<\/p><p>Apr\u00e8s avoir attendu si longtemps, les concessionnaires d'Am\u00e9rique du Nord sont ravis de pouvoir utiliser les outils de marketing de type Google Shopping, connus officiellement sous le nom de <em>Annonces de v\u00e9hicules<\/em> aux acheteurs motiv\u00e9s qui pourront d\u00e9sormais se voir proposer des annonces informatives plus d\u00e9taill\u00e9es et plus visuelles, en plus de l'annonce de recherche traditionnelle bas\u00e9e sur l'ench\u00e8re par mot-cl\u00e9. <\/p><div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/New-Car-Buyers-order-or-purchase-online-2-1024x348.png\" alt=\"\" class=\"wp-image-1791\" width=\"663\" height=\"225\" srcset=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/New-Car-Buyers-order-or-purchase-online-2-1024x348.png 1024w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/New-Car-Buyers-order-or-purchase-online-2-300x102.png 300w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/New-Car-Buyers-order-or-purchase-online-2-768x261.png 768w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/New-Car-Buyers-order-or-purchase-online-2-1536x522.png 1536w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/New-Car-Buyers-order-or-purchase-online-2-700x238.png 700w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/New-Car-Buyers-order-or-purchase-online-2.png 1670w\" sizes=\"auto, (max-width: 663px) 100vw, 663px\"><\/figure><\/div><h2 class=\"wp-block-heading\"><strong>Le parcours de l'acheteur automobile a \u00e9volu\u00e9<\/strong><\/h2><p>Les acheteurs d'automobiles ont parcouru un long chemin, puisque 90% des acheteurs potentiels commencent d\u00e9sormais leurs recherches en ligne[i]. Selon une \u00e9tude Google\/Kantar GearShift, 6% des acheteurs de voitures neuves ont command\u00e9 ou achet\u00e9 leur v\u00e9hicule en ligne en 2021, soit une hausse de 1% par rapport \u00e0 deux ans plus t\u00f4t. En fait, plus de 50% des acheteurs de voitures envisagent un achat en ligne pour leur prochaine voiture. <\/p><p>Il n'est donc pas surprenant que Google ait ajout\u00e9 les annonces de v\u00e9hicules \u00e0 son Merchant Center. Les annonces de v\u00e9hicules sont actuellement diffus\u00e9es dans toute l'Am\u00e9rique du Nord, et de nombreux concessionnaires TRFFK voient leurs annonces en direct, comme le montre l'exemple ci-dessous, provenant de Montr\u00e9al, au Canada : <\/p><div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"401\" height=\"275\" src=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Ads-Now-Live.png\" alt=\"\" class=\"wp-image-1778\" srcset=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Ads-Now-Live.png 401w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Ads-Now-Live-300x206.png 300w\" sizes=\"auto, (max-width: 401px) 100vw, 401px\"><\/figure><\/div><h2 class=\"wp-block-heading\"><strong>Qu'est-ce que les annonces Google pour les v\u00e9hicules ?<\/strong><\/h2><p>Les annonces de v\u00e9hicules sont un format publicitaire ax\u00e9 sur les performances et situ\u00e9 en milieu de tunnel, qui permet aux concessionnaires de promouvoir l'ensemble de leur stock. Google VA, qui a \u00e9t\u00e9 appel\u00e9 dans le pass\u00e9<em> Annonces Google pour les v\u00e9hicules<\/em> ou <em>VLA<\/em>sont compl\u00e9mentaires \u00e0 l'ensemble de la page de r\u00e9sultats de votre moteur de recherche<strong> <\/strong>(SERP), y compris de nombreux autres produits de Google.<\/p><div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Listing-Ads-Page-1-Domination-of-Google-Example.png\" alt=\"\" class=\"wp-image-1779\" width=\"422\" height=\"362\" srcset=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Listing-Ads-Page-1-Domination-of-Google-Example.png 1019w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Listing-Ads-Page-1-Domination-of-Google-Example-300x258.png 300w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Listing-Ads-Page-1-Domination-of-Google-Example-768x659.png 768w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Listing-Ads-Page-1-Domination-of-Google-Example-700x601.png 700w\" sizes=\"auto, (max-width: 422px) 100vw, 422px\"><\/figure><\/div><p>Jamais auparavant les concessionnaires n'avaient \u00e9t\u00e9 arm\u00e9s pour dominer les SERPs sur les v\u00e9hicules qu'ils ont en stock, car ils peuvent d\u00e9sormais combiner les strat\u00e9gies Google VA, Search et Organic pour dominer la page 1 d'un internaute motiv\u00e9, en milieu de tunnel de recherche automobile sur Google.<\/p><p>Il y a cependant une diff\u00e9rence importante. <\/p><p>Alors que les strat\u00e9gies de recherche payante et de recherche organique sont d\u00e9clench\u00e9es par des mots-cl\u00e9s exacts ou g\u00e9n\u00e9raux, les annonces de v\u00e9hicules sont d\u00e9clench\u00e9es lorsqu'un acheteur potentiel utilise des termes de recherche qui indiquent qu'il est <em>faire du shopping<\/em> pour un v\u00e9hicule sp\u00e9cifique. Cela signifie qu'une plus grande attention est accord\u00e9e aux param\u00e8tres de recherche du bas de l'entonnoir, tels que \"\u00e0 vendre\" &amp;#157 ;, \"pr\u00e8s de chez moi\" &amp;#157 ;, les requ\u00eates portant sur le mod\u00e8le exact, etc.<\/p><p>Lorsque les annonces de v\u00e9hicules se d\u00e9clenchent, elles s'affichent en haut de la page SERP, au-dessus de tous les autres r\u00e9sultats, et comprennent une photo, l'ann\u00e9e, la marque et le mod\u00e8le, le prix, l'\u00e9tat (neuf ou d'occasion), le nom du concessionnaire, l'emplacement (sur la base du lien avec le profil professionnel Google) et la distance par rapport \u00e0 votre position actuelle.&nbsp;<\/p><p>Le plus int\u00e9ressant avec ces annonces, c'est que lorsqu'un utilisateur clique sur l'annonce, il acc\u00e8de directement \u00e0 la page de description du v\u00e9hicule (VDP) !<\/p><div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Ads-link-direct-to-the-Vehicle-Detail-Page-1-1024x766.png\" alt=\"\" class=\"wp-image-1781\" width=\"494\" height=\"369\" srcset=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Ads-link-direct-to-the-Vehicle-Detail-Page-1-1024x766.png 1024w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Ads-link-direct-to-the-Vehicle-Detail-Page-1-300x224.png 300w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Ads-link-direct-to-the-Vehicle-Detail-Page-1-768x574.png 768w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Ads-link-direct-to-the-Vehicle-Detail-Page-1-700x524.png 700w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Ads-link-direct-to-the-Vehicle-Detail-Page-1.png 1135w\" sizes=\"auto, (max-width: 494px) 100vw, 494px\"><\/figure><\/div><h2 class=\"wp-block-heading\"><strong>Quels sont les avantages des annonces Google pour les v\u00e9hicules pour les concessionnaires ?<\/strong><\/h2><p><strong>Les annonces Google pour les v\u00e9hicules sont simples et efficaces :<\/strong> Les annonces Google pour les v\u00e9hicules sont une campagne sans mots-cl\u00e9s qui se concentre sur vos objectifs et s'adresse \u00e0 l'utilisateur le plus pertinent. Ces utilisateurs recevront les v\u00e9hicules les plus appropri\u00e9s de votre inventaire sur la base de requ\u00eates de recherche qui ont une intention claire d'achat de v\u00e9hicule avec le mod\u00e8le, la marque ou d'autres qualificatifs pertinents.<\/p><p><strong>Les annonces Google pour les v\u00e9hicules sont une <\/strong><strong>Campagne de performance bas\u00e9e sur les stocks :<\/strong> Google Vehicle Ads, ainsi qu'un fournisseur d'IA comme TRFFK, combinent le meilleur de l'apprentissage automatique et de l'automatisation pour proposer le bon ensemble de v\u00e9hicules au bon utilisateur au bon moment de l'entonnoir d'achat.<\/p><p><strong>Les annonces Google pour les v\u00e9hicules sont bas\u00e9es sur le num\u00e9ro d'identification du v\u00e9hicule (VIN) (lien direct avec le PDV).<\/strong> Les revendeurs peuvent ainsi connecter leur flux directement \u00e0 partir de leur DMS et annoncer tous leurs stocks actuels sur Google, y compris les photos des produits et les prix de vente actualis\u00e9s. <\/p><div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Search-and-Google-Vehicle-Ads-Worh-Together-for-More-Conversions-2.png\" alt=\"\" class=\"wp-image-1792\" width=\"613\" height=\"323\" srcset=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Search-and-Google-Vehicle-Ads-Worh-Together-for-More-Conversions-2.png 1009w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Search-and-Google-Vehicle-Ads-Worh-Together-for-More-Conversions-2-300x158.png 300w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Search-and-Google-Vehicle-Ads-Worh-Together-for-More-Conversions-2-768x406.png 768w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Search-and-Google-Vehicle-Ads-Worh-Together-for-More-Conversions-2-700x370.png 700w\" sizes=\"auto, (max-width: 613px) 100vw, 613px\"><\/figure><\/div><p><br><strong>Les annonces Google pour les v\u00e9hicules offrent une visibilit\u00e9 accrue :<\/strong> Cette strat\u00e9gie est compl\u00e9mentaire de l'ensemble de votre strat\u00e9gie de recherche et des autres produits Google. En fait, lors du r\u00e9cent projet pilote Google Beta sur les annonces de v\u00e9hicules, les annonceurs qui ont compl\u00e9t\u00e9 leurs campagnes de recherche existantes avec les annonces de v\u00e9hicules de Google ont constat\u00e9 une augmentation moyenne de 25% des conversions[ii]. [ii]<\/p><h2 class=\"wp-block-heading\"><strong>Quelle est la diff\u00e9rence entre les annonces de recherche et les annonces de v\u00e9hicules ?<\/strong><\/h2><p>Comme vous pouvez le voir dans l'exemple ci-dessus, les annonces de v\u00e9hicules et les annonces de recherche peuvent s'afficher sur la m\u00eame recherche. Mais alors que les annonces de recherche utilisent des ench\u00e8res par mot-cl\u00e9 et affichent des annonces textuelles, les annonces de v\u00e9hicules utilisent l'intention d'achat de l'utilisateur et affichent des images avec l'ann\u00e9e\/la marque\/le mod\u00e8le, les prix et l'emplacement. Les annonces de v\u00e9hicules Google constituent \u00e9galement une bonne strat\u00e9gie pour compl\u00e9ter une campagne publicitaire de recherche d'inventaire dynamique.<\/p><p><strong>Les annonces Google V\u00e9hicules sont-elles r\u00e9serv\u00e9es aux v\u00e9hicules d'occasion ?<\/strong><\/p><p>Les annonces Google V\u00e9hicules sont disponibles pour les voitures neuves [iii] et les voitures d'occasion par l'interm\u00e9diaire d'un flux via Merchant Center. La diff\u00e9rence entre les annonces est que les annonces pour les voitures d'occasion incluent le KM et l'identification de l'\u00e9tat de la voiture d'occasion, alors que les annonces pour les voitures neuves n'incluent que l'image, l'ann\u00e9e\/la marque\/le mod\u00e8le, le prix (y compris le pays de la devise) et l'emplacement. <\/p><div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"285\" height=\"346\" src=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/New-Car-Google-Vehicle-Listing-Ad.jpg\" alt=\"\" class=\"wp-image-1783\" srcset=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/New-Car-Google-Vehicle-Listing-Ad.jpg 285w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/New-Car-Google-Vehicle-Listing-Ad-247x300.jpg 247w\" sizes=\"auto, (max-width: 285px) 100vw, 285px\"><\/figure><\/div><h2 class=\"wp-block-heading\"><strong>Comment les <\/strong><strong>TRFFK optimise les annonces Google pour les v\u00e9hicules ?<\/strong><\/h2><p>TRFFK utilise un logiciel d'automatisation et d'apprentissage automatique (connu sous le nom de DealerBreacher) avant de publier des annonces sur les r\u00e9seaux publicitaires. Cela garantit que les annonces qui sont publi\u00e9es sont \u00e0 jour et qu'elles sont ax\u00e9es sur la commercialisation de vos pi\u00e8ces d'inventaire les plus importantes. Plus important encore, l'IA de TRFFK recherche sans rel\u00e2che les meilleures performances pour les param\u00e8tres suivants <em>Co\u00fbt par PDV<\/em> et <em>Co\u00fbt par piste<\/em> ce qui se traduit par la plus grande pertinence pour l'utilisateur final - et qui se traduit par le plus grand nombre de PDV et de leads, optimisant ainsi votre exposition publicitaire pour le m\u00eame dollar d\u00e9pens\u00e9. <\/p><div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Ads-works-through-TRFFK-and-Merchant-Center-1024x431.png\" alt=\"\" class=\"wp-image-1784\" width=\"639\" height=\"269\" srcset=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Ads-works-through-TRFFK-and-Merchant-Center-1024x431.png 1024w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Ads-works-through-TRFFK-and-Merchant-Center-300x126.png 300w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Ads-works-through-TRFFK-and-Merchant-Center-768x323.png 768w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Ads-works-through-TRFFK-and-Merchant-Center-1536x646.png 1536w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Ads-works-through-TRFFK-and-Merchant-Center-700x294.png 700w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Google-Vehicle-Ads-works-through-TRFFK-and-Merchant-Center.png 1876w\" sizes=\"auto, (max-width: 639px) 100vw, 639px\"><\/figure><\/div><p><a id=\"_msocom_1\"><\/a>Les strat\u00e8ges de TRFFK travaillent \u00e9galement avec les concessionnaires pour assurer l'alignement sur l'inventaire appropri\u00e9 et la publication des annonces.<\/p><p>Pour ce faire, ils mettent en \u0153uvre des r\u00e8gles d'engagement dans l'IA TRFFK, notamment :<\/p><p>\u00e2?\u00a2<strong>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Limiter l'exposition<\/strong> sur les mod\u00e8les de stocks r\u00e9duits<\/p><p>\u00e2?\u00a2&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <strong>Augmentation de l'exposition des stocks anciens<\/strong> le cas \u00e9ch\u00e9ant<\/p><p>\u00e2?\u00a2&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <strong>N\u00e9gation de l'exposition<\/strong> sur les unit\u00e9s non commercialis\u00e9es<\/p><p>\u00e2?\u00a2&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <strong>Cibler la bonne combinaison de signaux d'audience <\/strong>\u00e0 partir de votre site web et du reciblage Auto Trader, ainsi que des audiences de march\u00e9 et d'affinit\u00e9.<\/p><p>\u00e2?\u00a2&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <strong>Ciblage g\u00e9ographique<\/strong> pour l'optimisation de la localisation<\/p><p><\/p><p><strong>\u00c0 quel type de performance dois-je m'attendre avec VA ?<\/strong><\/p><p>L'un des principaux indicateurs cl\u00e9s de performance (KPI) que vous remarquerez (et que vous devriez suivre) est l'augmentation cons\u00e9quente de vos pages de d\u00e9tails sur les v\u00e9hicules. Augmenter le nombre de visiteurs de vos PDV, c'est comme augmenter le nombre de visiteurs de vos v\u00e9hicules sur le terrain : il y a plus de chances qu'ils soient enthousiastes \u00e0 l'id\u00e9e de passer \u00e0 l'\u00e9tape suivante de l'entonnoir de vente.<\/p><p>Il convient toutefois de noter le risque d'augmentation du taux de rebond, car les utilisateurs se concentrent sur des v\u00e9hicules sp\u00e9cifiques. Ils voient le v\u00e9hicule qui leur pla\u00eet sur Google, cliquent sur votre PDV, parcourent les informations, puis s'en vont. Il ne s'agit pas n\u00e9cessairement d'une mauvaise mesure, mais gardez un \u0153il sur le temps pass\u00e9 sur la page pour vous assurer de l'engagement d\u00e8s le clic.&nbsp;<\/p><p>Voici un aper\u00e7u des r\u00e9sultats de l'essai de Vehicle Ads avec l'un de nos revendeurs, et les performances semblent exceptionnelles !<\/p><div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/TRFFK-Performance-on-Beta-Google-Vehicle-Ads-2.png\" alt=\"\" class=\"wp-image-1793\" width=\"406\" height=\"263\" srcset=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/TRFFK-Performance-on-Beta-Google-Vehicle-Ads-2.png 529w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/TRFFK-Performance-on-Beta-Google-Vehicle-Ads-2-300x195.png 300w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/TRFFK-Performance-on-Beta-Google-Vehicle-Ads-2-400x260.png 400w\" sizes=\"auto, (max-width: 406px) 100vw, 406px\"><\/figure><\/div><p><a id=\"_msocom_2\"><\/a>Vous pouvez \u00e9galement vous attendre \u00e0 recevoir<\/p><p><strong>Des prospects plus qualifi\u00e9s :<\/strong> Le fait de montrer aux clients des informations cl\u00e9s et des visuels sur la voiture avant qu'ils ne cliquent permet d'obtenir des prospects plus qualifi\u00e9s[iv].<\/p><p><strong>Objectifs omnicanaux :<\/strong> Optimiser les conversions en ligne (prospects) et les conversions hors ligne (visites en magasin)<\/p><p><strong>Ciblage automatis\u00e9 :<\/strong> Les annonces de v\u00e9hicules affichent automatiquement vos listes les plus pertinentes pour une requ\u00eate de l'utilisateur.<\/p><p><strong>Exposition accrue<\/strong>: Sert de compl\u00e9ment \u00e0 vos annonces textuelles sur Google.<\/p><p><strong>Quels types d'audiences peuvent \u00eatre utilis\u00e9s avec les annonces Google pour les v\u00e9hicules ?<\/strong><\/p><p>Les audiences sont un \u00e9l\u00e9ment essentiel de toute campagne de marketing num\u00e9rique, et il en va de m\u00eame pour les annonces Google pour les v\u00e9hicules. Un ciblage appropri\u00e9 permet \u00e0 votre argent d'aller plus loin puisque vous ne diffusez des annonces qu'aux acheteurs les plus pertinents, les plus familiers avec votre concession et les plus enclins \u00e0 se convertir.<\/p><p>En plus des audiences de prospection, vous pouvez utiliser les audiences First-party de votre site web et\/ou les audiences Third-party de Google qui convertissent moins.<\/p><p>En outre (et exclusivement) avec TRFFK, vous pouvez \u00e9galement utiliser vos signaux d'audience secondaires que nous importons \u00e0 partir de vos annonces sur Auto Trader Marketplace. Ces audiences \u00e0 fort taux de conversion et \u00e0 entonnoir r\u00e9duit augmentent votre fr\u00e9quence, votre visibilit\u00e9 et vos chances de conversion. Ceci est d'autant plus vrai que les utilisateurs sont habitu\u00e9s \u00e0 la photo, au nom du concessionnaire et au prix qu'ils ont vus sur Auto Trader, et qu'ils commencent ensuite \u00e0 voir sur Google.<\/p><div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Auto-Trader-Audience-with-TRFFK-on-Google-Vehicle-Ads-1024x723.png\" alt=\"\" class=\"wp-image-1786\" width=\"551\" height=\"389\" srcset=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Auto-Trader-Audience-with-TRFFK-on-Google-Vehicle-Ads-1024x723.png 1024w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Auto-Trader-Audience-with-TRFFK-on-Google-Vehicle-Ads-300x212.png 300w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Auto-Trader-Audience-with-TRFFK-on-Google-Vehicle-Ads-768x542.png 768w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Auto-Trader-Audience-with-TRFFK-on-Google-Vehicle-Ads-700x494.png 700w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Auto-Trader-Audience-with-TRFFK-on-Google-Vehicle-Ads.png 1241w\" sizes=\"auto, (max-width: 551px) 100vw, 551px\"><\/figure><\/div><h2 class=\"wp-block-heading\"><strong>Quelles sont les conditions requises pour les annonces Google pour v\u00e9hicules ?<\/strong><\/h2><p>Voici les exigences obligatoires de Google annonces pour v\u00e9hicules pour une configuration, un d\u00e9ploiement et des performances de campagne r\u00e9ussis :<\/p><ul class=\"wp-block-list\"><li>Image du v\u00e9hicule<\/li><li>Emplacement du v\u00e9hicule<\/li><li>Marque et mod\u00e8le<\/li><li>VIN<\/li><li>PDSF (pour le neuf uniquement)<\/li><li>Prix<\/li><li>Nom du concessionnaire<\/li><li>Kilom\u00e9trage<\/li><li>Balise m\u00e9ta sur le site web du concessionnaire<\/li><li>Acc\u00e8s au profil Google Business<\/li><\/ul><p>Voici ce qui n'est pas acceptable dans le cadre d'une campagne d'annonces Google pour les v\u00e9hicules :<\/p><ul class=\"wp-block-list\"><li>Incrustations sur les images&nbsp;<\/li><li>Images manquantes<\/li><\/ul><p><strong>Comment puis-je participer au programme d'annonces Google pour les v\u00e9hicules ?<\/strong><\/p><p>L'acc\u00e8s \u00e0 Google Vehicle Ads est simple : contactez votre directeur de compte TRFFK et\/ou votre consultant en strat\u00e9gie en ligne et nous configurerons le flux, marquerons votre site web et importerons les audiences pour une performance optimale. En ce moment m\u00eame, nos concessionnaires utilisent Google Vehicle Ads sur leur march\u00e9.<\/p><p>\u00c0 la date de publication de cet article de blog, toutes les agences et\/ou tous les services internes de marketing num\u00e9rique n'ont pas la possibilit\u00e9 de diffuser des annonces de v\u00e9hicules. De m\u00eame, les agences tierces qui ont des programmes de Merchant Center non li\u00e9s \u00e0 l'automobile ne sont pas en mesure d'activer le programme d'annonces de v\u00e9hicules.<\/p><p>Si vous ne faites pas partie de TRFFK et que vous rencontrez des probl\u00e8mes avec votre fournisseur actuel, contactez-nous ci-dessous et nous serons en mesure de vous remettre sur pied le plus rapidement possible !<\/p><hr class=\"wp-block-separator\"><hr class=\"wp-block-separator\"><p><\/p><p><\/p><figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Ivan-Sandoval-Profile-Pic.jpg\" alt=\"\" class=\"wp-image-1787\" width=\"171\" height=\"171\" srcset=\"https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Ivan-Sandoval-Profile-Pic.jpg 384w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Ivan-Sandoval-Profile-Pic-300x300.jpg 300w, https:\/\/www.trffk.ca\/wp-content\/uploads\/2022\/05\/Ivan-Sandoval-Profile-Pic-150x150.jpg 150w\" sizes=\"auto, (max-width: 171px) 100vw, 171px\"><\/figure><p><strong>Ivan Sandoval, BA (Hons)<\/strong><\/p><p><strong>Responsable marketing, TRFFK by AutoTrader<\/strong><\/p><p><strong><a href=\"mailto:ivan.sandoval@trffk.ca\">ivan.sandoval@trffk.ca<\/a> <\/strong><\/p><p><\/p><p><\/p><hr class=\"wp-block-separator\"><p><strong>[i]<\/strong> Source : Google Gearshift 2021 \/\/ Base : Tous les acheteurs de voitures neuves n = 2400 \/\/ KPIs : Aper\u00e7u des param\u00e8tres et combinaisons P2P<\/p><p><strong>[ii]<\/strong> *Donn\u00e9es Google, \u00c9tats-Unis, Automobile, ao\u00fbt 2021 vs. janvier 2022. Les r\u00e9sultats sont bas\u00e9s sur les conversions de formulaires de demande d'information, estim\u00e9s \u00e0 partir des adopteurs d'ao\u00fbt, septembre et octobre 2021 sur les annonces de v\u00e9hicules.\"<\/p><p><strong>[iii]<\/strong> En mai 2022, les annonces de v\u00e9hicules neufs n'\u00e9taient pas encore disponibles au Canada.<a id=\"_msocom_1\"><\/a><\/p><p><strong>[iv]<\/strong> Source : Google Support Merchant Center Annonces de v\u00e9hicules R\u00e9ponses <a href=\"https:\/\/support.google.com\/merchants\/answer\/11189169\">https:\/\/support.google.com\/merchants\/answer\/11189169<\/a><\/p><noscript class=\"ninja-forms-noscript-message\">\n\tNotice: JavaScript is required for this content.<\/noscript><div id=\"nf-form-8_1-cont\" class=\"nf-form-cont\" aria-live=\"polite\" aria-labelledby=\"nf-form-title-8_1\" aria-describedby=\"nf-form-errors-8_1\" role=\"form\">\n\n    <div class=\"nf-loading-spinner\"><\/div>\n\n<\/div><script>var formDisplay=1;var 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