{"id":3032,"date":"2021-03-30T18:37:00","date_gmt":"2021-03-30T18:37:00","guid":{"rendered":"http:\/\/donutzdigital.com\/comment-optimiser-google-shopping-et-doubler-vos-roas\/"},"modified":"2025-03-14T12:32:18","modified_gmt":"2025-03-14T12:32:18","slug":"comment-optimiser-google-shopping-et-doubler-vos-roas","status":"publish","type":"post","link":"https:\/\/donutzdigital.com\/fr\/comment-optimiser-google-shopping-et-doubler-vos-roas\/","title":{"rendered":"Comment optimiser votre ROAS Google Shopping et booster vos ventes &#8211; Cas concret."},"content":{"rendered":"<figure class=\"w-richtext-figure-type- \" data-rt-type=\"\" data-rt-align=\"\"><\/figure>\n<figure class=\"w-richtext-figure-type- \" data-rt-type=\"\" data-rt-align=\"\"><\/figure>\n<h2 data-pm-slice=\"1 1 []\">Introduction<\/h2>\n<p>Au milieu du deuxi\u00e8me trimestre de 2020, nous avons lanc\u00e9 des campagnes <a href=\"https:\/\/donutzdigital.com\/fr\/qu-est-ce-que-google-ads-le-guide-complet\/\">Google Ads<\/a> pour notre client LinenShed avec un objectif clair : <strong>augmenter les ventes tout en maintenant un ROAS et un CPA performants<\/strong>. LinenShed, une marque \u00e9mergente de textile de maison, \u00e9tait encore peu connue sur le march\u00e9 fran\u00e7ais.<\/p>\n<p>Pour maximiser la rentabilit\u00e9, nous avons mis en place une strat\u00e9gie Google Shopping avanc\u00e9e. Voici comment nous avons relev\u00e9 le d\u00e9fi.<\/p>\n<div>\n<hr \/>\n<\/div>\n<h2><strong>Le Probl\u00e8me : Un ROAS en de\u00e7\u00e0 des attentes<\/strong><\/h2>\n<p>Malgr\u00e9 un lancement optimis\u00e9, le ROAS initial \u00e9tait inf\u00e9rieur \u00e0 l&#8217;objectif client de 3 pour 1 (<strong>3\u20ac de revenus pour 1\u20ac d&#8217;investissement publicitaire<\/strong>). Apr\u00e8s trois mois d&#8217;ajustements manuels, le ROAS restait insatisfaisant. Nous devions donc explorer d&#8217;autres solutions.<\/p>\n<div>\n<hr \/>\n<\/div>\n<h2><strong>Notre Solution : Passer \u00e0 Smart Shopping<\/strong><\/h2>\n<p>Nous avons d\u00e9cid\u00e9 de tester les ench\u00e8res intelligentes de Google, et en particulier <strong>les campagnes Smart Shopping<\/strong>. Cette innovation de 2018 exploite le machine learning pour optimiser les annonces Shopping tout en \u00e9tendant la diffusion aux r\u00e9seaux Display, YouTube et Gmail.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2022\/12\/611cf1ed2f626ffd0b6d9c91_604a48387b2fce8f0496831f_Smart2520shopping2520campagne.png\" alt=\"smart shopping campagne\" width=\"auto\" height=\"auto\" \/><\/p>\n<p>Avant de basculer, nous avons effectu\u00e9 une <strong>optimisation compl\u00e8te du flux produit<\/strong>, en nous assurant que :<\/p>\n<ul data-spread=\"false\">\n<li>Les <strong>titres des produits<\/strong> \u00e9taient pertinents et incluaient des mots-cl\u00e9s recherch\u00e9s.<\/li>\n<li>Les <strong>cat\u00e9gories et attributs<\/strong> \u00e9taient bien structur\u00e9s pour un meilleur classement.<\/li>\n<li>L&#8217;ensemble du flux \u00e9tait optimis\u00e9 via <strong>DataFeedWatch<\/strong>.<\/li>\n<\/ul>\n<p>Nous avons \u00e9galement mis en place un <strong>hack anti-Display<\/strong>, en limitant les annonces aux r\u00e9sultats Shopping pour maximiser la performance.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2022\/12\/611cf1ed890575bf71613124_604a48ec4690f61edb56b76e_le2520hack2520smart2520shopping.png\" alt=\"le hack smart shopping\" width=\"auto\" height=\"auto\" \/><\/p>\n<div>\n<hr \/>\n<\/div>\n<h2><strong>Les R\u00e9sultats : Un ROAS en forte progression<\/strong><\/h2>\n<p>Le passage \u00e0 Smart Shopping a eu un impact imm\u00e9diat :<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2022\/12\/611cf1edcecd69ad5122d378_5e7ce97e37e5ff4f0e7b66f7_Capture2520d25E225802599e25CC2581cran25202020-01-122520a25CC2580252013.08.20.png\" alt=\"MoM ROAS smart shopping\" width=\"auto\" height=\"auto\" \/><\/p>\n<ul data-spread=\"false\">\n<li><strong>Diminution du CPC<\/strong> : Notre co\u00fbt par clic a nettement baiss\u00e9, augmentant ainsi le volume de trafic.<\/li>\n<li><strong>Hausse du ROAS<\/strong> : Le rendement a d\u00e9coll\u00e9 \u00e0 partir du lancement en ao\u00fbt.<\/li>\n<li><strong>Baisse du CPA (-84%)<\/strong> : Smart Shopping a permis de r\u00e9duire le co\u00fbt d&#8217;acquisition de fa\u00e7on significative.<\/li>\n<li><strong>Augmentation du volume de ventes et de revenus<\/strong> : Septembre et octobre ont enregistr\u00e9 les meilleures performances depuis le lancement du compte.<\/li>\n<\/ul>\n<div>\n<hr \/>\n<\/div>\n<h2><strong>Conclusion : Pourquoi Smart Shopping peut booster votre ROAS<\/strong><\/h2>\n<p>Notre exp\u00e9rience avec LinenShed montre que <strong>l&#8217;automatisation des ench\u00e8res via Smart Shopping<\/strong>, coupl\u00e9e \u00e0 une <strong>optimisation rigoureuse du flux produit<\/strong>, peut am\u00e9liorer drastiquement le ROAS.<\/p>\n<p>Vous souhaitez maximiser la rentabilit\u00e9 de vos campagnes Google Ads ? <strong>Contactez Donutz Digital<\/strong>, experts en PPC, Google Ads, Social Ads et <a href=\"https:\/\/donutzdigital.com\/fr\/les-bases-du-seo-guide-complet-pour-debutants\/\">SEO<\/a>, pour une strat\u00e9gie sur mesure.<\/p>\n<div>\n<hr \/>\n<\/div>\n<h2><strong>FAQ : Google Shopping ROAS et Smart Shopping<\/strong><\/h2>\n<hr \/>\n<h3><strong>1. Qu&#8217;est-ce que le ROAS en Google Shopping ?<\/strong><\/h3>\n<p>Le ROAS (<em>Return on Ad Spend<\/em>) mesure la rentabilit\u00e9 d&#8217;une campagne publicitaire. Il se calcule en divisant les revenus g\u00e9n\u00e9r\u00e9s par les d\u00e9penses publicitaires.<\/p>\n<h3><strong>2. Comment optimiser son flux produit pour Smart Shopping ?<\/strong><\/h3>\n<ul data-spread=\"false\">\n<li>Am\u00e9liorer les titres avec des mots-cl\u00e9s pertinents.<\/li>\n<li>Structurer correctement les cat\u00e9gories et attributs.<\/li>\n<li>Utiliser une solution comme <strong>DataFeedWatch<\/strong> pour optimiser les flux.<\/li>\n<\/ul>\n<h3><strong>3. Smart Shopping est-il toujours la meilleure option ?<\/strong><\/h3>\n<p>Cela d\u00e9pend des objectifs. Smart Shopping est id\u00e9al pour une approche automatis\u00e9e, mais une campagne Shopping manuelle peut offrir plus de contr\u00f4le dans certains cas.<\/p>\n<p>\u200d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez comment nous avons aid\u00e9 un site e-commerce \u00e0 optimiser son flux Google Shopping et \u00e0 passer d&#8217;un ROAS de 3 \u00e0 7.<\/p>\n","protected":false},"author":3,"featured_media":2779,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","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":""}},"footnotes":""},"categories":[20,48],"tags":[],"post_folder":[],"class_list":["post-3032","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads","category-uncategorized-fr"],"acf":[],"_links":{"self":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/posts\/3032","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/comments?post=3032"}],"version-history":[{"count":5,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/posts\/3032\/revisions"}],"predecessor-version":[{"id":13357,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/posts\/3032\/revisions\/13357"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/media\/2779"}],"wp:attachment":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/media?parent=3032"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/categories?post=3032"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/tags?post=3032"},{"taxonomy":"post_folder","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/post_folder?post=3032"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}