{"id":3049,"date":"2021-03-30T18:37:00","date_gmt":"2021-03-30T18:37:00","guid":{"rendered":"http:\/\/donutzdigital.com\/mesurer-la-performance-de-votre-sem-avec-des-metriques-pertinentes\/"},"modified":"2026-07-29T10:02:27","modified_gmt":"2026-07-29T10:02:27","slug":"mesurer-la-performance-de-votre-sem-avec-des-metriques-pertinentes","status":"publish","type":"post","link":"https:\/\/donutzdigital.com\/fr\/mesurer-la-performance-de-votre-sem-avec-des-metriques-pertinentes\/","title":{"rendered":"Mesurer la performance de vos campagnes SEM avec des m\u00e9triques pertinentes"},"content":{"rendered":"<style>.elementor-element-444be0d8,.elementor-element-6fc0d5b4,.elementor-element-44ad8506,.elementor-element-54c7acd{display:none!important}.elementor-element-119ea50{width:100%!important;max-width:100%!important;flex:0 0 100%!important}.elementor-element-119ea50 .elementor-column-wrap,.elementor-element-119ea50 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22px;border-radius:50px;font-weight:700;font-size:14px;text-decoration:none!important;white-space:nowrap;border:none!important;box-shadow:0 4px 18px rgba(255,46,149,.35)}.art-rel{max-width:1200px;margin:0 auto 80px;padding:0 32px}.art-rel-t{font-size:22px;font-weight:800;color:#1F1F35;margin-bottom:28px}.art-rel-g{display:grid;grid-template-columns:repeat(3,1fr);gap:20px}.art-rc{display:flex;gap:16px;align-items:flex-start;background:#fff;border:1px solid #eef0f6;border-radius:18px;padding:16px;text-decoration:none!important;transition:box-shadow .2s,transform .2s;color:inherit}.art-rc:hover{box-shadow:0 8px 28px rgba(31,31,53,.09);transform:translateY(-2px)}.art-rc img{width:72px;height:72px;min-width:72px;object-fit:cover;border-radius:12px!important;overflow:hidden!important;flex-shrink:0;display:block!important}.art-rct{font-size:10px;font-weight:700;letter-spacing:.08em;text-transform:uppercase;color:#FF2E95;margin-bottom:5px}.art-rc h4{font-size:14px;font-weight:700;color:#1F1F35;margin:0 0 6px;line-height:1.4}.art-rcr{font-size:12px;color:#aaa}@media(max-width:960px){.art-hero{grid-template-columns:1fr;gap:32px;padding:32px 24px 48px}.art-rel-g{grid-template-columns:1fr 1fr;gap:16px}.art-rel{padding:0 24px}.art-body{padding:0 24px 56px}.art-div{padding:0 24px}.art-cta-strip{padding:0 24px}}@media(max-width:600px){.art-rel-g{grid-template-columns:1fr}.art-cta-box{flex-direction:column;text-align:center;padding:28px 24px}}<\/style><div class=\"art\"><div class=\"art-hero\"><div><div class=\"art-tags\"><span class=\"art-tag\">ARTICLE<\/span><span class=\"art-sep\">\u25cf<\/span><span class=\"art-rt\">3 min read<\/span><\/div><h1 class=\"art-h1\">Mesurer la performance de vos campagnes SEM avec des m\u00e9triques pertinentes<\/h1><p class=\"art-ex\">Cet article vous aidera \u00e0 comprendre comment auditer vos campages marketing\u2026<\/p><div class=\"art-auth\"><img decoding=\"async\" class=\"art-av\" src=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2026\/01\/Design-sans-titre-150x150.png\" alt=\"MJ\"><div><div class=\"art-an\">MJ<\/div><div class=\"art-ad\">March 30, 2021<\/div><\/div><\/div><\/div><img decoding=\"async\" class=\"art-fi\" src=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2022\/12\/611cf20d219af72e19868cb4_5ecee8e3757717011d3f883e_giphy.gif\" alt=\"Mesurer la performance de vos campagnes SEM avec des m\u00e9triques pertinentes\"><\/div><div class=\"art-body\"><p><strong>Dans cet article nous r\u00e9pondrons aux questions suivantes :<\/strong><\/p>\n<ul>\n<li><strong>Comment puis-je savoir si mes campagnes fonctionnent ?<\/strong><\/li>\n<li><strong>Quels sont mes 3 principaux objectifs de campagne SEM ?<\/strong><\/li>\n<li><strong>Quels sont les KPI\u2019s (m\u00e9triques) \u00e0 utiliser pour tracker mes objectifs ?<\/strong><\/li>\n<\/ul>\n<p>Vous vous appr\u00eatez \u00e0 lancer vos campagnes sur Google Adwords, vous avez choisi vos mots-cl\u00e9s, \u00e9crit vos textes d\u2019annonces, et optimis\u00e9 vos landing-pages pour optimiser les performances de vos campagnes ? Maintenant il est temps de lancer ces campagnes et de mesurer leurs performances. Mmm\u2026 souvent plus facile \u00e0 dire qu\u2019\u00e0 faire.<\/p>\n<p>Pour mesurer la performance de vos campagnes SEM \u2013 Google Adwords \u2013 et savoir si elles vous apportent de nouveaux clients et vous font gagner plus d\u2019argent, vous devez avoir des objectifs claires et des KPI\u2019s claires pour suivre la r\u00e9alisation de vos objectifs.<\/p>\n<p>Vos objectifs d\u00e9pendent des besoins de votre business, mais dans la plupart des cas, on retrouve les objectifs suivants :<\/p>\n<ul>\n<li>g\u00e9n\u00e9rer des contacts (ou leads)<\/li>\n<li>g\u00e9n\u00e9rer des ventes<\/li>\n<li>d\u00e9velopper la marque (awarness)<\/li>\n<\/ul>\n<p>Ca vous dit quelque chose ? Probablement et c\u2019est un bon d\u00e9but. Mais faisons une petite cure de rappel.<\/p>\n<h2>Petit test<\/h2>\n<p>Cl\u00e9mence veut vendre plus de casquettes sur sa boutique en ligne.<\/p>\n<p>Son objectif est :<\/p>\n<ul>\n<li>A) G\u00e9n\u00e9rer des leads ?<\/li>\n<li>B) G\u00e9n\u00e9rer des ventes ?<\/li>\n<li>C) D\u00e9velopper la marque ?<\/li>\n<\/ul>\n<p>Beno\u00eet veut que plus de personnes s\u2019inscrivent sur son site pour avoir des nouvelles de son activit\u00e9s et ses nouveaux produits.<\/p>\n<p>Son objectif est :<\/p>\n<ul>\n<li>A) G\u00e9n\u00e9rer des leads ?<\/li>\n<li>B) G\u00e9n\u00e9rer des ventes ?<\/li>\n<li>C) D\u00e9velopper la marque ?<\/li>\n<\/ul>\n<p>Armen veut plus de visiteurs sur son site sp\u00e9cialis\u00e9 sur le basketball et qu\u2019ils d\u00e9couvrent ses produits et services.<\/p>\n<p>Son objectif est :<\/p>\n<ul>\n<li>A) G\u00e9n\u00e9rer des leads ?<\/li>\n<li>B) G\u00e9n\u00e9rer des ventes ?<\/li>\n<li>C) D\u00e9velopper la marque ?<\/li>\n<\/ul>\n<p><em>Les R\u00e9ponses : Respectivement, 1, 2 et 3.<\/em><\/p>\n<p><strong>Vous avez tout bon ?<\/strong>\u00a0Vous \u00eates un boss et nous d\u00e9j\u00e0 un peu plus pr\u00e8s du succ\u00e8s.<\/p>\n<h2>Quelques d\u00e9finitions<\/h2>\n<p><strong>G\u00e9n\u00e9rer des leads<\/strong>\u00a0: c\u2019est lorsque vous rentrez en contact avec votre cible et que vous ouvrez le contact en capturant une adresse email, ou un num\u00e9ro de t\u00e9l\u00e9phone.<\/p>\n<p><strong>G\u00e9n\u00e9rer des ventes\u00a0<\/strong>(assez simple), c\u2019est lorsque que des personnes ach\u00e8tent sur votre site et que vous g\u00e9n\u00e9rer plus de chiffre d\u2019affaires.<\/p>\n<p>Enfin,\u00a0<strong>d\u00e9velopper la marque<\/strong>\u00a0(awareness) c\u2019est lorsque que votre marque est connue, reconnue et qu\u2019elle g\u00e9n\u00e8re du trafic sur votre site internet.<\/p>\n<p>Vous voudrez probablement r\u00e9aliser ces 3 objectifs, mais\u00a0nous vous conseillons de vous concentrer sur un objectif \u00e0 la fois\u00a0et d\u2019utiliser des m\u00e9triques (KPI\u2019s) pertinentes pour \u00e9valuer vos performances et la r\u00e9alisation de ces objectifs.<\/p>\n<h2>KPI\u2019s et g\u00e9n\u00e9ration de leads (contacts)<\/h2>\n<p>Vous devriez suivre les m\u00e9triques suivantes :<\/p>\n<ul>\n<li>Co\u00fbt par lead (CPL)<\/li>\n<li>Les ventes \u00e9ventuellement<\/li>\n<li>ROAS (Return on Ad Spent, ou en fran\u00e7ais : retour sur investissement publicitaire)<\/li>\n<\/ul>\n<h2>KPI\u2019s et g\u00e9n\u00e9ration de ventes (contacts)<\/h2>\n<p>Vous devriez suivre les m\u00e9triques suivantes :<\/p>\n<ul>\n<li>Volume de transactions<\/li>\n<li>Valeur des transactions<\/li>\n<li>LTV ou le revenu moyen par client<\/li>\n<li>ROAS (Return on Ad Spent, ou en fran\u00e7ais : retour sur investissement publicitaire)<\/li>\n<li>Des micro-conversions qui mesurent l\u2019engagement de vos visiteurs.<\/li>\n<\/ul>\n<h2>KPI\u2019s et d\u00e9veloppement de la notori\u00e9t\u00e9 de la marque<\/h2>\n<p>Il n\u2019y a pas de m\u00e9triques parfaites pour mesurer la <a href=\"https:\/\/donutzdigital.com\/fr\/campagne-de-notoriete-sans-exploser-son-budget\/\">notori\u00e9t\u00e9<\/a> de notre marque, mais vous pouvez suivre les visites, la fr\u00e9quence des visites, votre \u201creferal\u201d (trafic en provenance d\u2019autres sites).<\/p>\n<p>Le plus simple est de mesurer votre trafic. Vous pouvez d\u00e9j\u00e0 mesurer le nombre de visiteurs uniques qui visitent votre site.<\/p>\n<p><strong>En conclusion, vous savez d\u00e9sormais comment mesurer la performance de vos campagnes SEM. Si vous vous appr\u00eatez \u00e0 lancer des campagnes digitales et que vous avez zapp\u00e9 cette \u00e9tape, nous vous conseillons de patientier un peu et de travailler vos objectifs, KPI\u2019s et de param\u00e9trer correctement vos tags et votre compte <a href=\"https:\/\/donutzdigital.com\/fr\/suivi-des-conversions-avec-google-tag-manager\/\">Google Analytics<\/a>.<\/strong><\/p>\n<p>Cheers !<\/p>\n<\/div><div class=\"art-div\"><hr><\/div><div class=\"art-cta-strip\"><div class=\"art-cta-box\"><div class=\"art-cta-box-txt\"><h3>Ready to grow your digital marketing?<\/h3><p>Get a free audit from our experts \u2014 no commitment.<\/p><\/div><a class=\"art-ctabtn\" href=\"\/contact\/\">Get your free plan \u2192<\/a><\/div><\/div><div class=\"art-rel\"><div class=\"art-rel-t\">More articles you&rsquo;ll love<\/div><div class=\"art-rel-g\"><a class=\"art-rc\" href=\"\/spotify-bat-youtube-cmos-vs-budgets-ia-le-nouveau-cerveau-shopping-damazon\/\"><img decoding=\"async\" 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