{"id":206127,"date":"2023-07-27T07:30:00","date_gmt":"2023-07-27T07:30:00","guid":{"rendered":"https:\/\/datascientest.com\/?p=206127"},"modified":"2023-11-09T13:37:15","modified_gmt":"2023-11-09T13:37:15","slug":"paid-acquisition-tout-savoir","status":"publish","type":"post","link":"https:\/\/datascientest.com\/paid-acquisition-tout-savoir","title":{"rendered":"Paid acquisition : Qu&rsquo;est-ce que c&rsquo;est ? Quelle strat\u00e9gie adopter ?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"206127\" class=\"elementor elementor-206127\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-15b224f e-flex e-con-boxed e-con\" data-id=\"15b224f\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-228c236 elementor-widget elementor-widget-heading\" data-id=\"228c236\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 02-08-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Acqu\u00e9rir de nouveaux clients, tel est l\u2019enjeu principal de la majorit\u00e9 des entreprises. Mais avec la concurrence qui fait rage, il est parfois difficile de se faire une place sur le march\u00e9. Heureusement, il existe plusieurs techniques pour garantir sa croissance. Parmi lesquelles, la strat\u00e9gie de paid acquisition. Alors de quoi s\u2019agit-il ? Et surtout, comment la mettre en place ? D\u00e9couvrez toutes les r\u00e9ponses dans cet article.\u00a0<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-04eb8f5 e-flex e-con-boxed e-con\" data-id=\"04eb8f5\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e46ed97 elementor-widget elementor-widget-heading\" data-id=\"e46ed97\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Qu'est ce que l\u2019acquisition payante ?<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-95d5f2f elementor-widget elementor-widget-text-editor\" data-id=\"95d5f2f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 02-08-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">Si l\u2019on parle de paid acquisition, il ne s\u2019agit pas toujours d\u2019acqu\u00e9rir directement de nouveaux clients (m\u00eame si \u00e7a en fait aussi partie). Au-del\u00e0 de la conversion pure, il peut aussi s\u2019agir d\u2019acqu\u00e9rir du trafic sur un site web, des abonn\u00e9s sur un r\u00e9seau social, des inscrits \u00e0 une newsletter, etc.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">\u00c0 ce titre, les strat\u00e9gies d\u2019acquisition payante font r\u00e9f\u00e9rence aux <\/span><b>annonces publicitaires publi\u00e9es sur diff\u00e9rents supports.<\/b><span style=\"font-weight: 400;\"> Elle participe alors \u00e0 une <\/span><b>logique d\u2019entonnoir,<\/b><span style=\"font-weight: 400;\"> qui aboutit in fine, \u00e0 la conversion des prospects en clients. Et donc, qui permet \u00e0 l\u2019entreprise de se d\u00e9velopper. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e88bfaa elementor-widget elementor-widget-text-editor\" data-id=\"e88bfaa\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\"><strong>Bon \u00e0 savoir<\/strong><\/span> : la paid acquisition se distingue de l&rsquo;<a href=\"https:\/\/datascientest.com\/seo-tout-savoir\">acquisition organique<\/a>, comme la publication sur les r\u00e9seaux sociaux ou sur les sites internet. <\/span>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-92f83cc e-flex e-con-boxed e-con\" data-id=\"92f83cc\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0805bfe elementor-widget elementor-widget-heading\" data-id=\"0805bfe\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Quelles sont les diff\u00e9rentes formes de paid acquisition ?<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4417781 elementor-widget elementor-widget-text-editor\" data-id=\"4417781\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<span style=\"font-weight: 400;\">Les entreprises peuvent utiliser une grande vari\u00e9t\u00e9 de canaux de communication pour leur strat\u00e9gie de paid acquisition. Voici les principaux :\u00a0<\/span>\n<ul>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Les m\u00e9dias sociaux<\/b> : que ce soit sur Facebook, sur Instagram, sur LinkedIn ou sur TikTok, il est possible de diffuser des annonces publicitaires aupr\u00e8s de son audience pour augmenter sa visibilit\u00e9.\u00a0<\/span><\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Amazon<\/b> : cela concerne surtout les entreprises e-commerce. Ces derni\u00e8res peuvent mettre en avant leurs articles \u00e0 travers des liens sponsoris\u00e9s.<\/span><\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Google<\/b> : ici, les marques peuvent optimiser leur notori\u00e9t\u00e9 de diff\u00e9rentes mani\u00e8res. Par exemple, sur la SERP ou sur l\u2019espace Shopping afin d&rsquo;appara\u00eetre dans les premiers r\u00e9sultats de recherche d\u2019un internaute (lorsque c\u2019est pertinent). Mais aussi sur l\u2019espace Display. Ici, les annonces publicitaires apparaissent sur un site partenaire.<\/span><\/li>\n<\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a29066e elementor-widget elementor-widget-image\" data-id=\"a29066e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 02-08-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/datascientest.com\/wp-content\/uploads\/2023\/06\/paid-acquisition.png\" class=\"attachment-full size-full wp-image-206140\" alt=\"\" srcset=\"https:\/\/datascientest.com\/wp-content\/uploads\/2023\/06\/paid-acquisition.png 800w, https:\/\/datascientest.com\/wp-content\/uploads\/2023\/06\/paid-acquisition-300x169.png 300w, https:\/\/datascientest.com\/wp-content\/uploads\/2023\/06\/paid-acquisition-768x432.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6f82e23 elementor-align-center button-principale elementor-widget elementor-widget-button\" data-id=\"6f82e23\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-grow\" href=\"https:\/\/datascientest.com\/formation-data-markting\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Apprendre \u00e0 g\u00e9rer une strat\u00e9gie d'acquisition payante<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a8dcd31 e-flex e-con-boxed e-con\" data-id=\"a8dcd31\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b4a8580 elementor-widget elementor-widget-heading\" data-id=\"b4a8580\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Comment mettre en place une strat\u00e9gie de paid acquisition ?<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-763a71b elementor-widget elementor-widget-text-editor\" data-id=\"763a71b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Bien souvent, la paid acquisition fonctionne gr\u00e2ce <b>au principe du CPC <\/b>(<a href=\"https:\/\/datascientest.com\/cpc-cost-per-clic-tout-savoir\">Cost Per Click<\/a><\/span> ou co\u00fbt par clic). Autrement dit, l\u2019entreprise paie pour chaque clic que sa publicit\u00e9 re\u00e7oit. Si personne ne clique sur l\u2019annonce, rien n\u2019est d\u00fb. Et bien s\u00fbr, plus il y a de clics, plus la strat\u00e9gie d\u2019acquisition payante devient on\u00e9reuse. Afin qu\u2019elle soit rentable, il est conseill\u00e9 de maintenir un co\u00fbt d\u2019acquisition client inf\u00e9rieur \u00e0 30 % de la customer lifetime value (ou la valeur totale du client tout au long de son cycle de vie).<\/p><p><span style=\"font-weight: 400;\">Pour cela, il convient de <b>publier des annonces qui maximisent la conversion, tout en r\u00e9duisant les co\u00fbts<\/b>. <\/span><span style=\"font-weight: 400;\">Voici quelques astuces pour <a href=\"https:\/\/datascientest.com\/roas-return-on-ad-spend-tout-savoir\">optimiser l\u2019efficacit\u00e9 d\u2019une strat\u00e9gie paid acquisition<\/a>.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-478bfdb elementor-widget elementor-widget-heading\" data-id=\"478bfdb\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Le choix des mots cl\u00e9s<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-97ee60e elementor-widget elementor-widget-text-editor\" data-id=\"97ee60e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Afin de maximiser la visibilit\u00e9 d\u2019une annonce payante, il est primordial de s\u00e9lectionner avec attention les mots cl\u00e9s cibl\u00e9s. Ces derniers doivent \u00eatre <\/span><b>pertinents au regard de l\u2019intention de recherche, tout en favorisant la conversion.\u00a0<\/b><\/p><p><span style=\"font-weight: 400;\">Mais alors comment savoir quelles sont les requ\u00eates cl\u00e9s les plus pertinentes ? Gr\u00e2ce \u00e0 des outils d\u2019<\/span><b>analyse de mots cl\u00e9s <\/b><span style=\"font-weight: 400;\">(comme Google Ads, Ubersuggest&#8230;)\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Les mots cl\u00e9s doivent ensuite appara\u00eetre \u00e0 diff\u00e9rents endroits de l\u2019annonce, tels que la description, le titre et l\u2019URL (dans le cadre d\u2019une campagne sur Google).<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ad9d3f9 elementor-widget elementor-widget-heading\" data-id=\"ad9d3f9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Les annonces cibl\u00e9es<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1519e67 elementor-widget elementor-widget-text-editor\" data-id=\"1519e67\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Pour <a href=\"https:\/\/datascientest.com\/cro-conversion-rate-optimisation-tout-savoir\">optimiser les chances de conversion<\/a>, l\u2019entreprise doit <\/span><b>transmettre le bon message \u00e0 la bonne personne, au bon moment et\u00a0 au bon endroit.<\/b><span style=\"font-weight: 400;\"> Il convient donc de bien conna\u00eetre sa cible pour r\u00e9pondre sp\u00e9cifiquement \u00e0 ses attentes et lui proposer une annonce publicitaire qui r\u00e9ponde exactement \u00e0 ses probl\u00e9matiques.<\/span><\/p><p><span style=\"font-weight: 400;\">L\u00e0 encore, cette connaissance client implique une <a href=\"https:\/\/datascientest.com\/la-data-le-nouvel-or-du-21eme-siecle\">analyse de donn\u00e9es<\/a> approfondie en amont. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-006c049 elementor-widget elementor-widget-heading\" data-id=\"006c049\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Les A\/B Testing<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fc437a3 elementor-widget elementor-widget-text-editor\" data-id=\"fc437a3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Pour savoir si une strat\u00e9gie de paid acquisition est efficace, il est primordial de la <\/span><b>mesurer r\u00e9guli\u00e8rement<\/b><span style=\"font-weight: 400;\">. Mais surtout, d\u2019apporter des modifications d\u00e8s que n\u00e9cessaire ; que ce soit au niveau des mots cl\u00e9s, de l\u2019ench\u00e8re propos\u00e9e, de la r\u00e9daction de l\u2019annonce, de la landing page, \u2026.<\/span><\/p><p><span style=\"font-weight: 400;\">\u00c0 ce titre, l\u2019analyse de donn\u00e9es et l\u2019<a href=\"https:\/\/datascientest.com\/a-b-testing-tout-savoir\">A\/B testing<\/a> sont absolument indispensables. Il s\u2019agit alors de mesurer les performances d\u2019une annonce gr\u00e2ce aux diff\u00e9rentes donn\u00e9es disponibles, d\u2019apporter des ajustements, de mesurer \u00e0 nouveau, etc. Et ce, jusqu\u2019\u00e0 trouver la strat\u00e9gie d\u2019acquisition payante la plus efficace.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a48f0e1 elementor-widget elementor-widget-image\" data-id=\"a48f0e1\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"900\" height=\"500\" src=\"https:\/\/datascientest.com\/wp-content\/uploads\/2023\/06\/ab-testing.png\" class=\"attachment-full size-full wp-image-206136\" alt=\"\" srcset=\"https:\/\/datascientest.com\/wp-content\/uploads\/2023\/06\/ab-testing.png 900w, https:\/\/datascientest.com\/wp-content\/uploads\/2023\/06\/ab-testing-300x167.png 300w, https:\/\/datascientest.com\/wp-content\/uploads\/2023\/06\/ab-testing-768x427.png 768w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b9f0f67 elementor-align-center button-principale elementor-widget elementor-widget-button\" data-id=\"b9f0f67\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-grow\" href=\"https:\/\/datascientest.com\/formation-data-marketing\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">D\u00e9marrer une formation Data Marketing<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0e8b422 e-flex e-con-boxed e-con\" data-id=\"0e8b422\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-009e4ed elementor-widget elementor-widget-heading\" data-id=\"009e4ed\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Ce qu\u2019il faut retenir<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5a1866e elementor-widget elementor-widget-text-editor\" data-id=\"5a1866e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">La strat\u00e9gie de paid acquisition consiste \u00e0 publier des annonces publicitaires en ligne pour augmenter sa visibilit\u00e9 ou acqu\u00e9rir de nouveaux clients.\u00a0<\/span><\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Il est possible de publier ce type d\u2019annonces sur les moteurs de recherche, sur les r\u00e9seaux sociaux, ou sur des <a href=\"https:\/\/datascientest.com\/amazon-elimine-les-marchandises-abimees-grace-a-lintelligence-artificielle\">marketplaces, comme Amazon<\/a>.<\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Et pour garantir l\u2019efficacit\u00e9 des campagnes d\u2019acquisition payant, il est primordial d\u2019analyser attentivement l\u2019ensemble des donn\u00e9es \u00e0 disposition. <\/span><\/li>\n<\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-812f85a e-flex e-con-boxed e-con\" data-id=\"812f85a\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ca966d2 elementor-widget elementor-widget-html\" data-id=\"ca966d2\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<script type=\"application\/ld+json\">\r\n{\r\n  \"@context\": \"https:\/\/schema.org\",\r\n  \"@type\": \"FAQPage\",\r\n  \"mainEntity\": [{\r\n    \"@type\": \"Question\",\r\n    \"name\": \"Qu'est ce que l\u2019acquisition payante ?\",\r\n    \"acceptedAnswer\": {\r\n      \"@type\": \"Answer\",\r\n      \"text\": \"Si l\u2019on parle de paid acquisition, il ne s\u2019agit pas toujours d\u2019acqu\u00e9rir directement de nouveaux clients (m\u00eame si \u00e7a en fait aussi partie). Au-del\u00e0 de la conversion pure, il peut aussi s\u2019agir d\u2019acqu\u00e9rir du trafic sur un site web, des abonn\u00e9s sur un r\u00e9seau social, des inscrits \u00e0 une newsletter, etc.\"\r\n    }\r\n  },{\r\n    \"@type\": \"Question\",\r\n    \"name\": \"Quelles sont les diff\u00e9rentes formes de paid acquisition ?\",\r\n    \"acceptedAnswer\": {\r\n      \"@type\": \"Answer\",\r\n      \"text\": \"Les entreprises peuvent utiliser une grande vari\u00e9t\u00e9 de canaux de communication pour leur strat\u00e9gie de paid acquisition. Voici les principaux : Les m\u00e9dias sociaux : que ce soit sur Facebook, sur Instagram, sur LinkedIn ou sur TikTok, il est possible de diffuser des annonces publicitaires aupr\u00e8s de son audience pour augmenter sa visibilit\u00e9. Amazon : cela concerne surtout les entreprises e-commerce. Ces derni\u00e8res peuvent mettre en avant leurs articles \u00e0 travers des liens sponsoris\u00e9s. Google : ici, les marques peuvent optimiser leur notori\u00e9t\u00e9 de diff\u00e9rentes mani\u00e8res. Par exemple, sur la SERP ou sur l\u2019espace Shopping afin d'appara\u00eetre dans les premiers r\u00e9sultats de recherche d\u2019un internaute (lorsque c\u2019est pertinent). Mais aussi sur l\u2019espace Display. Ici, les annonces publicitaires apparaissent sur un site partenaire.\"\r\n    }\r\n  },{\r\n    \"@type\": \"Question\",\r\n    \"name\": \"Comment mettre en place une strat\u00e9gie de paid acquisition ?\",\r\n    \"acceptedAnswer\": {\r\n      \"@type\": \"Answer\",\r\n      \"text\": \"Bien souvent, la paid acquisition fonctionne gr\u00e2ce au principe du CPC (Cost Per Click ou co\u00fbt par clic). Autrement dit, l\u2019entreprise paie pour chaque clic que sa publicit\u00e9 re\u00e7oit. Si personne ne clique sur l\u2019annonce, rien n\u2019est d\u00fb. Et bien s\u00fbr, plus il y a de clics, plus la strat\u00e9gie d\u2019acquisition payante devient on\u00e9reuse. Afin qu\u2019elle soit rentable, il est conseill\u00e9 de maintenir un co\u00fbt d\u2019acquisition client inf\u00e9rieur \u00e0 30 % de la customer lifetime value (ou la valeur totale du client tout au long de son cycle de vie).\"\r\n    }\r\n  }]\r\n}\r\n<\/script>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Acqu\u00e9rir de nouveaux clients, tel est l\u2019enjeu principal de la majorit\u00e9 des entreprises. Mais avec la concurrence qui fait rage, il est parfois difficile de se faire une place sur le march\u00e9. Heureusement, il existe plusieurs techniques pour garantir sa croissance. Parmi lesquelles, la strat\u00e9gie de paid acquisition. Alors de quoi s\u2019agit-il ? Et surtout, [&hellip;]<\/p>\n","protected":false},"author":59,"featured_media":207562,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"content-type":"","inline_featured_image":false},"categories":[2496],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.7 (Yoast SEO v21.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Paid acquisition : Qu&#039;est-ce que c&#039;est ? Quelle strat\u00e9gie adopter ?<\/title>\n<meta name=\"description\" content=\"Pour faire face \u00e0 la concurrence sur le web et les r\u00e9seaux sociaux, les entreprises peuvent impl\u00e9menter une strat\u00e9gie de paid acquisition.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/datascientest.com\/paid-acquisition-tout-savoir\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Paid acquisition : Qu&#039;est-ce que c&#039;est ? 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