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Google's New Layout

28/04/2016 Télécharger

Découvrez notre étude sur les changements et les impacts de la nouvelle mise en page des liens sponsorisés de Google.

A la fin du mois de février 2016, Google a dévoilé le nouveau layout de sa page de recherche pour les Desktops : la colonne de liens sponsorisés à droite a disparu au profit d’une 4ème annonce Adwords en position premium. L’objectif principal de cette manœuvre de Google est d’offrir une expérience utilisateur similaire sur tous les devices.

Chez iProspect Belgium, nous avons mené une analyse approfondie basée sur l’évolution des mots-clés génériques uniquement. L’objectif a été de mesurer l’impact de ce changement sur les performances Adwords. Grâce à un volume de plus de 17 millions d’impressions, nous avons pu réaliser un focus pour les secteurs du Travel et de la Finance.

Puisque chaque campagne a ses objectifs propres, il est important de surveiller et d’analyser les résultats obtenus en testant différentes positions. Les positions 3 & 4 ont obtenu des résultats positifs en termes de CTR et de CPC. Les positions 1 & 2 par contre apportent des résultats plus contrastés. Toutefois, Google accorde davantage de visibilité à vos annonces grâce à ce nouveau layout et il est important pour les annonceurs de continuer à travailler sur la qualité et la pertinence de leurs annonces, sans oublier les extensions d’annonces.

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Google's New Layout

Découvrez notre étude sur les changements et les impacts de la nouvelle mise en page des liens sponsorisés de Google.

Télécharger "Google's New Layout"

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