{"id":10352,"date":"2021-07-22T17:30:43","date_gmt":"2021-07-22T15:30:43","guid":{"rendered":"https:\/\/done.lu\/?p=10352"},"modified":"2021-07-22T17:30:43","modified_gmt":"2021-07-22T15:30:43","slug":"google-ads-facebook-ads-lequel-choisir-pourquoi-choisir","status":"publish","type":"post","link":"https:\/\/done.lu\/fr\/google-ads-facebook-ads-lequel-choisir-pourquoi-choisir\/","title":{"rendered":"Google Ads \/ Facebook ads : lequel choisir ? pourquoi choisir ?"},"content":{"rendered":"<section class=\"wpb-content-wrapper\"><p>[vc_section full_width=\u00a0\u00bbstretch_row_content\u00a0\u00bb parallax=\u00a0\u00bbcontent-moving\u00a0\u00bb parallax_speed_bg=\u00a0\u00bb2.5&Prime; el_id=\u00a0\u00bbintro\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1596635908694{background-image: url(\/wp-content\/uploads\/2020\/08\/BG-STARS.jpg?id=109) !important;}\u00a0\u00bb][vc_row el_id=\u00a0\u00bbiss\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1596635068619{background-image: url(\/wp-content\/uploads\/2020\/08\/Moon.png?id=116) !important;}\u00a0\u00bb][vc_column][vc_single_image image=\u00a0\u00bb113&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb el_class=\u00a0\u00bbno-space-img\u00a0\u00bb][\/vc_column][\/vc_row][\/vc_section][vc_section el_id=\u00a0\u00bbblog-content\u00a0\u00bb][vc_row][vc_column][vc_column_text el_class=\u00a0\u00bbal-center\u00a0\u00bb]<\/p>\n<h1 style=\"text-align: left;\"><span style=\"color: #79cd30;\">Google ads \/ Facebook ads<\/span>\u00a0: lequel choisir ? pourquoi choisir ?<\/h1>\n<p>[\/vc_column_text][vc_column_text]<strong>La publicit\u00e9 digitale<\/strong> connait un d\u00e9veloppement qui tend \u00e0 \u00e9clipser peu \u00e0 peu les autres supports publicitaires classiques, elle poss\u00e8de en effet de nombreux avantages par rapport \u00e0 eux\u00a0: elle offre visibilit\u00e9 imm\u00e9diate tout en permettant de cibler pr\u00e9cis\u00e9ment la population qui sera mise au contact de l\u2019annonce.<\/p>\n<p>Dans le titre de cet article, \u00ab\u00a0Google ads\u00a0\u00bb et \u00ab\u00a0Facebook ads\u00a0\u00bb pourraient \u00eatre remplac\u00e9s respectivement par SEA (Search Engine Advertising) et SMA (Social Media Advertising) sans que cela n\u2019en modifie gu\u00e8re le sens. Les programmes de publicit\u00e9 en ligne des deux g\u00e9ants am\u00e9ricains sont en effet devenus <strong>totalement incontournables<\/strong>, voir monopolistiques, sur le secteur de la publicit\u00e9 en ligne et du marketing digital.<\/p>\n<ul>\n<li>Situation\u00a0;<\/li>\n<li>Quel est le poids du digital\u00a0?<\/li>\n<li>Google ads versus Facebook ads : quelles diff\u00e9rences ?<\/li>\n<li>Pour quoi choisir Facebook ads ?<\/li>\n<li>Pour quoi choisir Google ads ?<\/li>\n<li>Conclusion.<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 style=\"text-align: left;\"><span style=\"color: #79cd30;\">Situation\u00a0:<\/span><\/h2>\n<p><strong>Le marketing digital payant<\/strong> se compose essentiellement du SEA et du SMA, ils repr\u00e9sentent \u00e0 eux deux approximativement 2\/3 des d\u00e9penses mondiales de la publicit\u00e9 en ligne. <span style=\"color: #79cd30;\">Le display<\/span> (affichage de publicit\u00e9s sur les sites web), p\u00e8se lui 20% de ses d\u00e9penses, <span style=\"color: #79cd30;\">le solde restant<\/span> (- de 15 %), se ventile entre plusieurs canaux comme\u00a0: le e-retail media (achat d\u2019espace publicitaire sur des sites de e-commerce), l\u2019e-mailing, le content marketing, le SMS marketing et bien d\u2019autres.[\/vc_column_text][vc_column_text]<\/p>\n<h2 style=\"text-align: left;\"><span style=\"color: #79cd30;\">Quel est le poids du digital\u00a0?<\/span><\/h2>\n<p>Si la TV et la Presse repr\u00e9sentaient la majeure partie des investissements media dans le monde il y a encore 10 ans, la situation a depuis consid\u00e9rablement \u00e9volu\u00e9.<\/p>\n<p>&nbsp;<\/p>\n<h3>Au niveau mondial\u00a0:<\/h3>\n<p>D\u2019apr\u00e8s le cabinet am\u00e9ricain eMarketer, la part du num\u00e9rique dans les d\u00e9penses publicitaires mondiales dans les m\u00e9dias franchira le seuil de 60% cette ann\u00e9e (2021) pour la premi\u00e8re fois et est en bonne voie pour atteindre pr\u00e8s de 70% en 2025.<\/p>\n<p>&nbsp;<\/p>\n<h3 style=\"text-align: left;\">En Europe\u00a0:<\/h3>\n<p>En 2019, pour la premi\u00e8re fois le total des d\u00e9penses publicitaires consacr\u00e9es \u00e0 la publicit\u00e9 digitale en Europe a d\u00e9pass\u00e9 celui des m\u00e9dias traditionnels.<\/p>\n<p>Autre constat, les budgets de publicit\u00e9 digitale consacr\u00e9s au mobile sont d\u00e9sormais sup\u00e9rieurs \u00e0 ceux consacr\u00e9s aux ordinateurs.[\/vc_column_text][vc_single_image image=\u00a0\u00bb10369&Prime; img_size=\u00a0\u00bblarge\u00a0\u00bb][vc_row_inner][vc_column_inner][vc_column_text]<strong>Au Luxembourg\u00a0:<\/strong><\/p>\n<p>En 2020 le Luxembourg semble faire exception \u00e0 cette tendance. Nous avions d\u00e9j\u00e0 point\u00e9 le retard chronique que connait le pays en mati\u00e8re de marketing digital un <a href=\"\/fr\/le-marketing-digital-au-luxembourg-progresse-en-2018-mais-reste-anecdotique\/\">pr\u00e9c\u00e9dent article<\/a>.<\/p>\n<p>D\u2019apr\u00e8s l\u2019agence <a href=\"https:\/\/www.adada.lu\/2021\/02\/pige-publicitaire-luxembourg-2020-tout-le-monde-perdant-sauf-internet-lanalyse-de-bob-hochmuth\/\" target=\"_blank\" rel=\"noopener\">Nielsen MediaXim<\/a> avec 13,3% de parts de march\u00e9, le digital ne repr\u00e9sente que le 3<sup>\u00e8me<\/sup> poste derri\u00e8re la presse quotidienne et la radio.<\/p>\n<p>L\u2019\u00e9tude pr\u00e9cise toutefois que les budgets consacr\u00e9s par les entreprises luxembourgeoises sur les r\u00e9seaux sociaux, ainsi que pour le \u00ab\u00a0programmatique\u00a0\u00bb sur des sites internationaux n\u2019ont pas \u00e9t\u00e9 pris en compte dans son enqu\u00eate.<\/p>\n<p>En r\u00e9int\u00e9grant ces budgets dans le calcul, la part de march\u00e9 du digital dans le total des investissements serait de 23%. A titre de comparaison, le digital p\u00e8se 40% en France et 36% en Allemagne.[\/vc_column_text][vc_single_image image=\u00a0\u00bb10357&Prime; img_size=\u00a0\u00bblarge\u00a0\u00bb][vc_column_text]<\/p>\n<h2 style=\"text-align: left;\"><span style=\"color: #79cd30;\">Google ads versus Facebook ads : quelles diff\u00e9rences ?<\/span><\/h2>\n<p>Il faut tout d\u2019abord bien comprendre que Google Ads et Facebook Ads n\u2019atteignent pas les audiences de la m\u00eame fa\u00e7on.<\/p>\n<p><strong>Les Facebook ads<\/strong> <strong>ciblent des profils<\/strong> \u00e9tablis selon des centres d\u2019int\u00e9r\u00eats, une localisation et des donn\u00e9es d\u00e9mographiques. Concr\u00e8tement il sera par exemple possible de diffuser une publicit\u00e9 aupr\u00e8s des personnes \u00e2g\u00e9es de 25 \u00e0 35 ans, adeptes du snowboard et habitant dans un rayon de 15 km autour de Luxembourg ville, ou encore aupr\u00e8s de m\u00e8res de famille, avec un enfant de moins de 5 ans, travaillant dans le secteur de la finance, habitant \u00e0 Arlon. Le principe \u00e9tant, vous l\u2019aurez compris, de sculpter des profils autour de centres d\u2019int\u00e9r\u00eats ou de caract\u00e9ristiques \u00ab\u00a0sociales\u00a0\u00bb pour lesquels il sera possible de pr\u00e9dire leurs comportements.<\/p>\n<p><strong>Les Googles ads ciblent des intentions <\/strong>mat\u00e9rialis\u00e9es par les requ\u00eates (mots cl\u00e9s) envoy\u00e9es sur le moteur de recherche (Il est bien s\u00fbr l\u00e0 aussi possible d\u2019y ajouter des crit\u00e8res g\u00e9ographiques et d\u00e9mographiques)<strong>.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h2 style=\"text-align: left;\"><span style=\"color: #79cd30;\">Google ads et Facebook ads peuvent \u00eatre compl\u00e9mentaires<\/span><\/h2>\n<p>Mais il faudra alors composer deux annonces diff\u00e9rentes avec des objectifs distincts. Vous pourrez par exemple utiliser Google ads pour g\u00e9n\u00e9rer du trafic sur la page d\u2019un produit ou d\u2019un service, tandis-que les Facebook ads seront \u00e0 privil\u00e9gier pour augmenter votre notori\u00e9t\u00e9 et \u00e9largir votre fan base.<\/p>\n<p>Le gros avantage des plateformes de publicit\u00e9s de Google et de Facebook est d\u2019\u00eatre tr\u00e8s intuitives. Cependant, sans strat\u00e9gie r\u00e9elle, une campagne de publicit\u00e9 en ligne peut s\u2019av\u00e9rer totalement inutile. Il est donc important de se faire conseiller par une agence sp\u00e9cialit\u00e9 Google Ads ou Facebook ads comme la n\u00f4tre si les principes de ciblage, de mots-cl\u00e9s ou de CTR vous sont totalement \u00e9trangers.<\/p>\n<p>&nbsp;<\/p>\n<h2 style=\"text-align: left;\"><span style=\"color: #79cd30;\">Pour quoi choisir les Facebook ads ?\u00a0\u00a0\u00a0<\/span><\/h2>\n<p>Facebook est un formidable promoteur de notori\u00e9t\u00e9.\u00a0Les Facebook ads sont efficaces pour\u00a0:<\/p>\n<ul>\n<li>Lancer un nouveau produit\u00a0;<\/li>\n<li>Commercialiser des produits dans un secteur de niche\u00a0;<\/li>\n<li>Am\u00e9liorer la notori\u00e9t\u00e9 ou la connaissance d\u2019une marque\/enseigne\u00a0;<\/li>\n<li>Fid\u00e9liser la client\u00e8le\u00a0;<\/li>\n<li>Promouvoir un \u00e9v\u00e8nement.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2 style=\"text-align: left;\"><span style=\"color: #79cd30;\">Pour quoi choisir les Google ads ?<\/span><\/h2>\n<p>Google ads vous permet d\u2019appara\u00eetre en haut ou en bas premi\u00e8re page d\u2019une requ\u00eate si celle-ci est concurrentielle.\u00a0Google adword est efficace pour\u00a0:<\/p>\n<ul>\n<li>Promouvoir des produits matures<\/li>\n<li>Passer devant ses concurrents<\/li>\n<li>Promouvoir des services d\u2019une soci\u00e9t\u00e9 d\u00e9j\u00e0 connue<\/li>\n<li>Acc\u00e9l\u00e9rer les ventes<\/li>\n<li>Concurrencer une ou des entreprises bien r\u00e9f\u00e9renc\u00e9es sur internet pour un ou des mots-cl\u00e9s de votre domaine d\u2019activit\u00e9<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><span style=\"color: #79cd30;\">Conclusion.<\/span><\/h2>\n<p>En d\u00e9finitive, <strong>choisir entre Facebook ads ou Google ads<\/strong> ne revient pas \u00e0 d\u00e9terminer lequel est le meilleur. Les deux seront efficaces si vous les utilisez \u00e0 bon escient apr\u00e8s avoir correctement d\u00e9fini votre cible.\u00a0Mais il est primordial de bien maitriser ses 2 outils publicitaires pour en user efficacement. Un usage pertinent de Google ads et de Facebook ads permettront de piloter efficacement un budget marketing.<\/p>\n<p>Simple \u00e0 l\u2019usage, les portails Google ads et Facebook business n\u00e9cessitent toutefois de bien d\u00e9finir sa strat\u00e9gie marketing en amont. Ce travail sera d\u00e9terminant pour r\u00e9aliser une campagne correctement cibl\u00e9e. Une bonne gestion du budget publicitaire en d\u00e9pend \u00e9galement.\u00a0Nous reviendrons sur ce sujet en y apportant dans la mesure du possible un traitement accessible au plus grand nombre dans un prochain article.[\/vc_column_text][vc_column_text]<\/p>\n<h2 style=\"text-align: left;\"><span style=\"color: #79cd30;\">Google ads and Facebook ads can be complementary.<\/span><\/h2>\n<p>But you will have to compose two different ads with different objectives. For example, you can use Google ads to generate traffic on the page of a product or service, while Facebook ads should be used to increase your notoriety and enlarge your fan base.<\/p>\n<p><strong>The big advantage of Google and Facebook ad platforms<\/strong> is that they are very intuitive. However, without a real strategy, an online advertising campaign can be totally useless. It is therefore important to get advice from a Google Ads or Facebook ads agency like ours if the principles of targeting, keywords or CTR (click through rate) are totally foreign to you.[\/vc_column_text][vc_column_text]<\/p>\n<h2><span style=\"color: #79cd30;\">Why choose Facebook ads?\u00a0\u00a0 <\/span><\/h2>\n<p>Facebook is a formidable promoter of notoriety. Facebook ads are effective for:<\/p>\n<ul>\n<li>Launching a new product;<\/li>\n<li>Marketing products in a niche sector;<\/li>\n<li>Improving the notoriety or the knowledge of a brand;<\/li>\n<li>Building customer loyalty;<\/li>\n<li>Promote an event.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2 style=\"text-align: left;\"><span style=\"color: #79cd30;\">Why choose Google ads?<\/span><\/h2>\n<p>Google ads allows you to appear at the top or bottom of the first page of a query if it is competitive. Google ads is effective for :<\/p>\n<ul>\n<li>Promote mature products<\/li>\n<li>Get in front of your competitors<\/li>\n<li>Promote services of a company already known<\/li>\n<li>Accelerate sales<\/li>\n<li>Compete with one or more companies that are well referenced on the Internet for one or more keywords in your field of activity<\/li>\n<\/ul>\n<p>[\/vc_column_text][vc_column_text]<\/p>\n<h2><span style=\"color: #79cd30;\">Conclusion.<\/span><\/h2>\n<p>In the end, <strong>choosing between Facebook ads or Google ads<\/strong> is not the same as determining which one is better. Both will be effective if you use them wisely after having correctly defined your target. But it is essential to master these 2 advertising tools to use them efficiently. A relevant use of Google ads and Facebook ads will allow you to efficiently manage your marketing budget.<\/p>\n<p>Simple to use, the Google ads and Facebook business portals require however to define your marketing strategy beforehand. This work will be decisive to realize a correctly targeted campaign. A good management of the advertising budget also depends on it. We will come back to this subject in a future article, providing as much as possible a treatment accessible to most people.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_raw_html]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[\/vc_raw_html][\/vc_column][\/vc_row][\/vc_section]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"<p>[vc_section full_width=\u00a0\u00bbstretch_row_content\u00a0\u00bb parallax=\u00a0\u00bbcontent-moving\u00a0\u00bb parallax_speed_bg=\u00a0\u00bb2.5&Prime; el_id=\u00a0\u00bbintro\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1596635908694{background-image: url(\/wp-content\/uploads\/2020\/08\/BG-STARS.jpg?id=109) !important;}\u00a0\u00bb][vc_row el_id=\u00a0\u00bbiss\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1596635068619{background-image: url(\/wp-content\/uploads\/2020\/08\/Moon.png?id=116) !important;}\u00a0\u00bb][vc_column][vc_single_image image=\u00a0\u00bb113&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb el_class=\u00a0\u00bbno-space-img\u00a0\u00bb][\/vc_column][\/vc_row][\/vc_section][vc_section el_id=\u00a0\u00bbblog-content\u00a0\u00bb][vc_row][vc_column][vc_column_text el_class=\u00a0\u00bbal-center\u00a0\u00bb] Google ads \/ Facebook ads\u00a0: lequel choisir ?<span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":3,"featured_media":10366,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[18],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google ads \/ Facebook ads\u00a0: lequel choisir ? pourquoi choisir ? - Done<\/title>\n<meta name=\"description\" content=\"Deux canaux publicitaires sont aujourd\u2019hui incontournables : Google ads et Facebook ads. 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