{"id":13378,"date":"2025-03-17T14:12:39","date_gmt":"2025-03-17T14:12:39","guid":{"rendered":"https:\/\/donutzdigital.com\/?post_type=case_studies&#038;p=13378"},"modified":"2025-06-02T12:18:39","modified_gmt":"2025-06-02T12:18:39","slug":"cas-client-irish-homecare-baisse-du-cout-par-lead","status":"publish","type":"case_studies","link":"https:\/\/donutzdigital.com\/fr\/case_studies\/cas-client-irish-homecare-baisse-du-cout-par-lead\/","title":{"rendered":"Irish Homecare : baisse du co\u00fbt par lead en SMA"},"content":{"rendered":"\n<p> Nous accompagnons Irish HomeCare pour optimiser leurs campagnes publicitaires en\u00a0<a href=\"https:\/\/donutzdigital.com\/fr\/agence-social-ads\/\"><strong>SMA<\/strong><\/a>\u00a0et faire baisser le co\u00fbt par lead. <a href=\"https:\/\/irishhomecare.ie\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><strong>Irish Homecare<\/strong><\/a>\u00a0est l\u2019un des principaux fournisseurs de services de soins \u00e0 domicile en Irlande. L\u2019entreprise se sp\u00e9cialise dans l\u2019accompagnement des personnes \u00e2g\u00e9es et des personnes ayant des besoins \u00e0 domicile, en leur offrant des solutions personnalis\u00e9es pour am\u00e9liorer leur qualit\u00e9 de vie.  <\/p>\n\n\n\n<p>Voici les \u00e9l\u00e9ments les plus importants pour cette mission :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Leads<\/strong>\u00a0: Les campagnes doivent \u00eatre ax\u00e9es sur la g\u00e9n\u00e9ration de leads de qualit\u00e9.<\/li>\n\n\n\n<li><strong>R\u00e9sultats actuels<\/strong>\u00a0: Les performances \u00e9taient d\u00e9j\u00e0 stables, et le Co\u00fbt Par Lead (CPL) restait un enjeu majeur.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"749\" height=\"500\" src=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2025\/03\/Meme-cout-par-lead.jpeg\" alt=\"Meme co\u00fbt par lead\n\" class=\"wp-image-13380\" style=\"width:691px;height:auto\" srcset=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2025\/03\/Meme-cout-par-lead.jpeg 749w, https:\/\/donutzdigital.com\/wp-content\/uploads\/2025\/03\/Meme-cout-par-lead-300x200.jpeg 300w\" sizes=\"auto, (max-width: 749px) 100vw, 749px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les actions men\u00e9es pour faire baisser le co\u00fbt par lead<\/h2>\n\n\n\n<p>Apr\u00e8s avoir pris la pleine gestion du compte, deux changements majeurs ont \u00e9t\u00e9 apport\u00e9s, chacun jouant un r\u00f4le cl\u00e9 dans la r\u00e9duction du CPL :<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Regroupement des g\u00e9olocalisations dans les Adsets<\/h3>\n\n\n\n<p>Dans les campagnes existantes, les g\u00e9olocalisations \u00e9taient s\u00e9par\u00e9es en plusieurs Adsets. Cette segmentation est source de complexit\u00e9, limitant parfois la capacit\u00e9 de l\u2019algorithme \u00e0 optimiser les performances. Thibault a donc proc\u00e9d\u00e9 \u00e0 un regroupement strat\u00e9gique des g\u00e9olocalisations au sein d\u2019un m\u00eame Adset.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Pourquoi ce choix ?<\/strong>\u00a0\u00c7a permet d\u2019augmenter le volume de donn\u00e9es utilisables par l\u2019algorithme, favorisant une optimisation plus rapide et plus pr\u00e9cise.<\/li>\n\n\n\n<li><strong>R\u00e9sultats obtenus<\/strong>\u00a0: Le CPL a chut\u00e9 gr\u00e2ce \u00e0 une meilleure r\u00e9partition des budgets et une meilleure priorit\u00e9 donn\u00e9e aux segments performants.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">2. Int\u00e9gration de cr\u00e9as publicitaires adapt\u00e9es \u00e0 la saisonnalit\u00e9<\/h3>\n\n\n\n<p>Le second changement a \u00e9t\u00e9 l\u2019utilisation de visuels et de messages publicitaires sp\u00e9cialement con\u00e7us pour la p\u00e9riode de No\u00ebl. Irish Homecare a fourni des assets adapt\u00e9s \u00e0 la saison, avec des messages centr\u00e9s sur les besoins sp\u00e9cifiques des clients durant les f\u00eates de fin d\u2019ann\u00e9e.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Pourquoi ce choix ?<\/strong>\u00a0Les \u00e9v\u00e9nements saisonniers offrent l\u2019opportunit\u00e9 de capter l\u2019attention de mani\u00e8re plus efficace.<\/li>\n\n\n\n<li><strong>R\u00e9sultats obtenus<\/strong>\u00a0: Les annonces ont enregistr\u00e9 une baisse des CPL, alors qu\u2019il s\u2019agit d\u2019une p\u00e9riode creuse pour le secteur et le client.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">R\u00e9sultats obtenus<\/h2>\n\n\n\n<p>Ces ajustements ont permis de r\u00e9aliser des gains impressionnants en un temps record. Voici les principaux indicateurs de performance :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>CPL<\/strong>\u00a0: Une r\u00e9duction du co\u00fbt de 20% par lead au global du compte, soit une \u00e9conomie significative pour le client.<\/li>\n\n\n\n<li><strong>Engagement<\/strong>\u00a0: Les visuels publicitaires sp\u00e9cifiques \u00e0 No\u00ebl ont g\u00e9n\u00e9r\u00e9 plus d\u2019engagement, renfor\u00e7ant la notori\u00e9t\u00e9 de la marque.<\/li>\n<\/ul>\n\n\n\n<p>On a parl\u00e9 de l\u2019impact des visuels en SMA dans un \u00e9pisode de podcast avec Thibault, cliquez ici :<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/spotifycreators-web.app.link\/e\/ZpFiiRo6EQb\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><img decoding=\"async\" src=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2025\/02\/Image-News-Donutz-1024x577.png.webp\" alt=\"\" class=\"wp-image-13271\"\/><\/a><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le\u00e7ons apprises<\/h2>\n\n\n\n<p>Cette am\u00e9lioration de la performance publicitaire avec Irish Homecare permet de tirer plusieurs le\u00e7ons :<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>L\u2019importance de la simplification<\/strong>\u00a0: Regrouper les g\u00e9olocalisations a \u00e9t\u00e9 une d\u00e9cision simple mais \u00e0 fort impact, montrant que la simplification des structures peut favoriser les r\u00e9sultats.<\/li>\n\n\n\n<li><strong>La puissance des visuels adapt\u00e9s<\/strong>\u00a0: Investir dans des visuels et des messages sp\u00e9cifiques \u00e0 la saisonnalit\u00e9 ou \u00e0 l\u2019audience peut transformer les r\u00e9sultats.<\/li>\n<\/ol>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p>En g\u00e9rant le compte Irish Homecare, nous avons l\u2019opportunit\u00e9 de d\u00e9montrer comment une approche cibl\u00e9e et des ajustements strat\u00e9giques r\u00e9guliers en fonction des r\u00e9sultats peuvent transformer la performance publicitaire. Ce cas client illustre parfaitement l\u2019importance de combiner analyse, cr\u00e9ativit\u00e9 et prise d\u2019initiative pour atteindre de meilleurs r\u00e9sultats.<\/p>\n\n\n\n<p>Irish Homecare b\u00e9n\u00e9ficie aujourd\u2019hui d\u2019une structure de campagnes optimis\u00e9e, d\u2019un CPL r\u00e9duit et d\u2019une strat\u00e9gie adapt\u00e9e \u00e0 ses besoins. On continue d\u2019am\u00e9liorer tout \u00e7a !<\/p>\n\n\n\n<p>Vous souhaitez vous aussi nous confier l\u2019optimisation de vos campagnes publicitaires ?&nbsp;<a href=\"https:\/\/donutzdigital.com\/fr\/contact\/\"><strong>Discutons de vos besoins<\/strong><\/a>&nbsp;!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez comment Donutz Digital a optimis\u00e9 les campagnes SMA d\u2019Irish Homecare, l\u2019un des principaux fournisseurs de soins \u00e0 domicile en Irlande, en r\u00e9duisant significativement leur co\u00fbt par lead gr\u00e2ce \u00e0 une strat\u00e9gie de regroupement g\u00e9ographique et des assets adapt\u00e9s.<\/p>\n","protected":false},"featured_media":15494,"template":"","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}}},"categories":[115],"tags":[123],"white_paper_industries":[],"class_list":["post-13378","case_studies","type-case_studies","status-publish","has-post-thumbnail","hentry","category-meta-ads","tag-irish-homecare"],"acf":[],"_links":{"self":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/case_studies\/13378","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/case_studies"}],"about":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/types\/case_studies"}],"version-history":[{"count":5,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/case_studies\/13378\/revisions"}],"predecessor-version":[{"id":15570,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/case_studies\/13378\/revisions\/15570"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/media\/15494"}],"wp:attachment":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/media?parent=13378"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/categories?post=13378"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/tags?post=13378"},{"taxonomy":"white_paper_industries","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/white_paper_industries?post=13378"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}