TradeTracker BE a r\u00e9cemment particip\u00e9 au Shopping Partner Event organis\u00e9 par nos coll\u00e8gues n\u00e9erlandais. La journ\u00e9e \u00e9tait enti\u00e8rement consacr\u00e9e \u00e0 Google Shopping, aux partenariats CSS (Comparison Shopping Services) et au r\u00f4le croissant de l\u2019intelligence artificielle dans le marketing \u00e0 la performance. Voici les principaux enseignements \u00e0 retenir pour les annonceurs et \u00e9diteurs souhaitant continuer \u00e0 se d\u00e9velopper dans un paysage num\u00e9rique de plus en plus concurrentiel.<\/strong><\/p>\nCSS et IA, un compl\u00e9ment strat\u00e9gique, pas une menace<\/h4>\n
Un message central s\u2019est d\u00e9gag\u00e9 de l\u2019\u00e9v\u00e9nement, le CSS et l\u2019IA ne repr\u00e9sentent pas une menace pour vos campagnes existantes, au contraire, ils les compl\u00e8tent efficacement. Les efforts CSS via le canal d\u2019affiliation entra\u00eenent souvent une meilleure visibilit\u00e9, une croissance plus rapide et un ROAS (retour sur les d\u00e9penses publicitaires) plus \u00e9lev\u00e9.<\/p>\n
L\u2019agence iO, en collaboration avec Shopforward, a ainsi pr\u00e9sent\u00e9 une \u00e9tude de cas montrant comment un annonceur a g\u00e9n\u00e9r\u00e9 15 % de chiffre d\u2019affaires suppl\u00e9mentaire gr\u00e2ce au CSS, avec un ROAS atteignant 1100 %. En multipliant les points d\u2019entr\u00e9e vers Google Shopping, sans cannibalisation interne (puisque Google ne montre jamais deux fois exactement la m\u00eame variante produit), le CSS ouvre la porte \u00e0 un trafic incr\u00e9mental.<\/p>\n
L\u2019IA comble les lacunes et optimise intelligemment<\/h4>\n
Les intervenants de Shopforward et iO ont d\u00e9montr\u00e9 comment les algorithmes d\u2019IA vont aujourd\u2019hui bien au-del\u00e0 de l\u2019automatisation standard. En analysant les performances historiques, les prix, la concurrence ou encore les stocks, l\u2019IA est capable d\u2019identifier des opportunit\u00e9s et de proposer des ajustements impossibles \u00e0 d\u00e9tecter manuellement.<\/p>\n
Ces syst\u00e8mes recherchent aussi activement les produits \u201coubli\u00e9s\u201d ou sous-exploit\u00e9s, pour les promouvoir via une strat\u00e9gie de performance enrichment. Le trafic est ainsi dirig\u00e9 de mani\u00e8re intelligente vers les produits au meilleur potentiel, ce qui permet une allocation plus efficace du budget m\u00e9dia et un meilleur retour sur l\u2019ensemble du catalogue.<\/p>\n
Un mod\u00e8le accessible et transparent<\/h4>\n
Le mod\u00e8le CSS s\u2019est \u00e9galement r\u00e9v\u00e9l\u00e9 particuli\u00e8rement flexible et accessible. Il n\u2019y a pas de commission minimale \u00e0 respecter, ce qui permet aux annonceurs de tester facilement l\u2019approche.<\/p>\n
Gr\u00e2ce \u00e0 des investissements directs, comme un forfait fixe, il est aussi possible de booster rapidement la visibilit\u00e9, id\u00e9al lors de campagnes saisonni\u00e8res ou de promotions. Le syst\u00e8me d\u2019ench\u00e8res reste transparent et \u00e9quitable, l\u2019ench\u00e9risseur le plus \u00e9lev\u00e9 ne paie que l\u2019ench\u00e8re du deuxi\u00e8me. De quoi garder la ma\u00eetrise de votre budget tout en restant comp\u00e9titif.<\/p>\n
Panel, tester, valider et optimiser en continu<\/h4>\n
Lors du panel d\u00e9di\u00e9 \u00e0 l\u2019IA et au CSS, un point a \u00e9t\u00e9 clairement soulign\u00e9, le succ\u00e8s passe par l\u2019exp\u00e9rimentation, l\u2019analyse et l\u2019optimisation continue. Certains annonceurs choisissent d\u2019envoyer uniquement une partie de leur catalogue via CSS pour \u00e9viter les doublons, tandis que d\u2019autres optent pour une strat\u00e9gie plus large.<\/p>\n
Le consensus, tant que vous restez coh\u00e9rent dans la qualit\u00e9 de vos donn\u00e9es, la structure de vos campagnes et votre strat\u00e9gie globale, le CSS et l\u2019IA ne sont pas un risque, mais bien un levier puissant pour g\u00e9n\u00e9rer plus de trafic, de ventes et de valeur \u00e0 long terme. La coh\u00e9rence est cl\u00e9, tant dans vos flux produits que dans la mani\u00e8re dont vous positionnez votre marque.<\/p>\n
De la recherche au raisonnement, GEO et comportement sans clic<\/h4>\n
Autre \u00e9volution majeure \u00e0 int\u00e9grer, la mani\u00e8re dont les consommateurs recherchent des produits change. Des outils comme ChatGPT, Perplexity ou Google Search Generative Experience (SGE) deviennent des points de d\u00e9part de plus en plus fr\u00e9quents. Au lieu de cliquer sur des liens, les utilisateurs re\u00e7oivent directement des r\u00e9ponses, des suggestions ou des recommandations. C\u2019est ce qu\u2019on appelle le zero-click behavior.<\/p>\n
Pour les marques, cela signifie une chose, il faut \u00eatre visible avant m\u00eame le clic. C\u2019est l\u00e0 qu\u2019intervient la Generative Engine Optimization (GEO). L\u2019objectif, adapter vos contenus pour qu\u2019ils soient capt\u00e9s, cit\u00e9s et recommand\u00e9s par les syst\u00e8mes d\u2019IA. Cela passe par la cr\u00e9ation de contenus clairs, structur\u00e9s et utiles, comme des FAQ, des guides, des r\u00e9ponses aux recherches associ\u00e9es dans Google, et bien s\u00fbr des donn\u00e9es produit pr\u00e9cises.<\/p>\n
Le contenu ne sert donc plus uniquement \u00e0 am\u00e9liorer le SEO classique, mais devient essentiel pour capter l\u2019attention dans la phase de consid\u00e9ration g\u00e9n\u00e9r\u00e9e par l\u2019IA. M\u00eame si la conversion n\u2019a pas lieu imm\u00e9diatement, cette visibilit\u00e9 alimente la m\u00e9morisation de marque, et influence le comportement d\u2019achat futur, souvent via Google Shopping. Le CSS retrouve alors toute sa pertinence dans ce contexte.<\/p>\n
En conclusion<\/h4>\n
L\u2019IA et le CSS sont aujourd\u2019hui des leviers incontournables dans toute strat\u00e9gie Google Shopping tourn\u00e9e vers l\u2019avenir. Gr\u00e2ce \u00e0 leur faible seuil d\u2019entr\u00e9e, \u00e0 l\u2019automatisation intelligente et \u00e0 l\u2019importance croissante de contenus pertinents et visuellement attractifs, ils ouvrent des opportunit\u00e9s pour les annonceurs de toute taille, en particulier via l\u2019affiliation.<\/p>\n
Mais la customer journey \u00e9volue. Miser sur la transparence, la technologie et la d\u00e9couvrabilit\u00e9 dans les environnements pilot\u00e9s par l\u2019IA, c\u2019est d\u00e9j\u00e0 construire la visibilit\u00e9, et la performance, de demain.<\/p>\n
Vous souhaitez collaborer avec ce partenaire en tant qu\u2019annonceur ? Envoyez alors un e-mail \u00e0 votre Account Manager !<\/p>\n
Vous souhaitez en savoir plus sur ce \u00e0 quoi ressemble un bon flux produit ? Consultez donc sans faute cet article de blog<\/a> !<\/p>\n","protected":false},"excerpt":{"rendered":"TradeTracker BE a r\u00e9cemment particip\u00e9 au Shopping Partner Event organis\u00e9 par nos coll\u00e8gues n\u00e9erlandais. La journ\u00e9e \u00e9tait enti\u00e8rement consacr\u00e9e \u00e0 Google Shopping, aux partenariats CSS (Comparison Shopping Services) et au r\u00f4le croissant de l\u2019intelligence artificielle dans le marketing \u00e0 la performance. Voici les principaux enseignements \u00e0 retenir pour les annonceurs et \u00e9diteurs souhaitant continuer \u00e0 […]<\/p>\n","protected":false},"author":92,"featured_media":1241617,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[18654,2245],"class_list":["post-1241616","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-affiliate-marketing-3","category-events-befr"],"yoast_head":"\n
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