{"id":2905,"date":"2025-03-25T18:00:44","date_gmt":"2025-03-25T17:00:44","guid":{"rendered":"https:\/\/big-view.fr\/?p=2905"},"modified":"2026-02-24T10:46:30","modified_gmt":"2026-02-24T09:46:30","slug":"pilotage-marge-google-ads","status":"publish","type":"post","link":"https:\/\/mv-studios.com\/big-view\/sea\/pilotage-marge-google-ads\/","title":{"rendered":"Pilotage \u00e0 la marge : la strat\u00e9gie SEA qui booste votre rentabilit\u00e9 Google Ads"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2905\" class=\"elementor elementor-2905\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5585a04c e-flex e-con-boxed e-con e-parent\" data-id=\"5585a04c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-61442567 elementor-widget elementor-widget-text-editor\" data-id=\"61442567\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h2 class=\"\" data-start=\"493\" data-end=\"566\">\ud83d\udcc9 Le chiffre d&rsquo;affaires ne suffit plus pour piloter vos campagnes SEA<\/h2><p class=\"\" data-start=\"568\" data-end=\"787\">Trop d&rsquo;annonceurs pilotent encore leurs campagnes Google Ads \u00e0 l&rsquo;aide d&rsquo;indicateurs incomplets : <strong data-start=\"665\" data-end=\"700\">ROAS, CPA, co\u00fbt par conversion\u2026<\/strong><br data-start=\"700\" data-end=\"703\" \/>Ces m\u00e9triques sont utiles, mais elles ne disent <strong data-start=\"751\" data-end=\"786\">rien de la marge r\u00e9elle g\u00e9n\u00e9r\u00e9e<\/strong> .<\/p><p class=\"\" data-start=\"789\" data-end=\"920\">\ud83d\udc49 Une campagne peut afficher un excellent ROAS, tout en vous faisant perdre de l&rsquo;argent si elle pousse des produits peu rentables.<\/p><p class=\"\" data-start=\"922\" data-end=\"1001\">Chez Big View, on vous propose une autre approche : <strong data-start=\"974\" data-end=\"1000\">le pilotage \u00e0 la marge<\/strong>.<\/p><h2 class=\"\" data-start=\"1008\" data-end=\"1049\">\ud83d\udca1 C&rsquo;est quoi le pilotage \u00e0 la marge ?<\/h2><p class=\"\" data-start=\"1051\" data-end=\"1229\">C&rsquo;est une m\u00e9thode d&rsquo;<a href=\"http:\/\/localhost\/big-view\/service\/agence-expert-sea\/\">optimisation des campagnes SEA<\/a> (Google Ads notamment), qui consiste \u00e0 <strong data-start=\"1141\" data-end=\"1191\">baser vos d\u00e9cisions sur la marge nette g\u00e9n\u00e9r\u00e9e<\/strong> plut\u00f4t que sur le chiffre d&rsquo;affaires.<\/p><p class=\"\" data-start=\"1231\" data-end=\"1356\">En clair : <br data-start=\"1241\" data-end=\"1244\" \/>\ud83d\udd0e On ne regarde plus seulement combien vous vendez, <br data-start=\"1296\" data-end=\"1299\" \/>\ud83c\udfaf On regarde surtout <strong data-start=\"1321\" data-end=\"1355\">combien vous gagnez r\u00e9ellement<\/strong>.<\/p><h2 class=\"\" data-start=\"1363\" data-end=\"1425\">\ud83d\udcca Exemple concret : un client e-commerce dans le bricolage<\/h2><p class=\"\" data-start=\"1427\" data-end=\"1576\">Nous avons r\u00e9cemment accompagn\u00e9 un acteur du e-commerce dans le secteur du bricolage. <br data-start=\"1512\" data-end=\"1515\" \/>Objectif : <strong data-start=\"1526\" data-end=\"1576\">stabiliser le CA tout en augmentant le profit.<\/strong><\/p><p class=\"\" data-start=\"1578\" data-end=\"1604\"><strong data-start=\"1578\" data-end=\"1604\">R\u00e9sultat en 90 jours :<\/strong><\/p><ul data-start=\"1605\" data-end=\"1764\"><li class=\"\" data-start=\"1605\" data-end=\"1621\"><p class=\"\" data-start=\"1607\" data-end=\"1621\">\ud83d\udcc9 CA : -5 %<\/p><\/li><li class=\"\" data-start=\"1622\" data-end=\"1644\"><p class=\"\" data-start=\"1624\" data-end=\"1644\">\ud83d\udcc8 B\u00e9n\u00e9fice : +6,9 %<\/p><\/li><li class=\"\" data-start=\"1645\" data-end=\"1692\"><p class=\"\" data-start=\"1647\" data-end=\"1692\">\ud83d\udcc8 Marge nette : +12,7 %, atteignant 9,06 %<\/p><\/li><li class=\"\" data-start=\"1693\" data-end=\"1728\"><p class=\"\" data-start=\"1695\" data-end=\"1728\">\ud83d\udcc8 Revenu net factur\u00e9 : +11,8 %<\/p><\/li><li class=\"\" data-start=\"1729\" data-end=\"1764\"><p class=\"\" data-start=\"1731\" data-end=\"1764\">\ud83d\udcc8 Revenu net livraison : +17,4 %<\/p><\/li><\/ul><p class=\"\" data-start=\"1766\" data-end=\"1831\">\ud83e\udde0 <strong data-start=\"1769\" data-end=\"1785\">Conclusion :<\/strong> moins de volume, mais bien plus de b\u00e9n\u00e9fices.<\/p><h2 class=\"\" data-start=\"1838\" data-end=\"1897\">\ud83d\ude80 Comment piloter vos campagnes Google Ads \u00e0 la marge ?<\/h2><p class=\"\" data-start=\"1899\" data-end=\"2000\">Voici les 4 leviers SEA que nous activons chez Big View, selon la maturit\u00e9 des donn\u00e9es de votre entreprise :<\/p><h3 class=\"\" data-start=\"2002\" data-end=\"2064\">1. Regrouper les produits selon la marge (manuel de pilotage)<\/h3><p class=\"\" data-start=\"2065\" data-end=\"2216\">\ud83d\udc49 On segmente les produits dans le flux Shopping (ou Pmax) en 3 cat\u00e9gories : marge haute, moyenne, faible. <br data-start=\"2172\" data-end=\"2175\" \/>\ud83d\udc49 On ajuste les ench\u00e8res en cons\u00e9quence.<\/p><h3 class=\"\" data-start=\"2218\" data-end=\"2262\">2. Int\u00e9grer la marge dans votre tracking<\/h3><p class=\"\" data-start=\"2263\" data-end=\"2421\">\ud83d\udc49 On enrichit le tag de conversion avec l&rsquo;ID produit et le co\u00fbt de revient. <br data-start=\"2339\" data-end=\"2342\" \/>\ud83d\udc49 Cela permet une <strong data-start=\"2361\" data-end=\"2389\">analyse manuelle pr\u00e9cise<\/strong> de la rentabilit\u00e9 par campagne.<\/p><h3 class=\"\" data-start=\"2423\" data-end=\"2489\">3. Cr\u00e9er un flux secondaire avec la marge dans une \u00e9tiquette personnalis\u00e9e<\/h3><p class=\"\" data-start=\"2490\" data-end=\"2633\">\ud83d\udc49 On int\u00e8gre la marge en valeur ou pourcentage dans une \u00e9tiquette personnalis\u00e9e. <br data-start=\"2571\" data-end=\"2574\" \/>\ud83d\udc49 Cela permet un <strong data-start=\"2592\" data-end=\"2611\">pilotage avanc\u00e9<\/strong> dans Google Shopping.<\/p><h3 class=\"\" data-start=\"2635\" data-end=\"2691\">4. Cr\u00e9er une action de conversion bas\u00e9e sur la marge<\/h3><p class=\"\" data-start=\"2692\" data-end=\"2831\">\ud83d\udc49 On remonte la <strong data-start=\"2709\" data-end=\"2751\">marge nette comme valeur de conversion<\/strong> . <br data-start=\"2752\" data-end=\"2755\" \/>\ud83d\udc49 L&rsquo;algorithme Google optimise alors pour g\u00e9n\u00e9rer <strong data-start=\"2806\" data-end=\"2830\">le maximum de profit<\/strong> .<\/p><p class=\"\" data-start=\"2887\" data-end=\"2913\">Ce sont les produits qui :<\/p><ul data-start=\"2914\" data-end=\"2996\"><li class=\"\" data-start=\"2914\" data-end=\"2935\"><p class=\"\" data-start=\"2916\" data-end=\"2935\">g\u00e9n\u00e8rent des clics,<\/p><\/li><li class=\"\" data-start=\"2936\" data-end=\"2959\"><p class=\"\" data-start=\"2938\" data-end=\"2959\">consommation du budget,<\/p><\/li><li class=\"\" data-start=\"2960\" data-end=\"2996\"><p class=\"\" data-start=\"2962\" data-end=\"2996\">mais ne d\u00e9gagent <strong data-start=\"2979\" data-end=\"2995\">aucune marge<\/strong> .<\/p><\/li><\/ul><p class=\"\" data-start=\"2998\" data-end=\"3131\">Gr\u00e2ce au pilotage \u00e0 la marge, vous identifiez ces produits fant\u00f4mes et redirigez vos investissements vers ceux qui comptent vraiment.<\/p><h2 class=\"\" data-start=\"3138\" data-end=\"3196\">\ud83d\udccc Pourquoi int\u00e9grer la data dans votre strat\u00e9gie SEA ?<\/h2><p class=\"\" data-start=\"3198\" data-end=\"3469\">\ud83d\udd27 Parce que Google Ads est devenu une <strong data-start=\"3237\" data-end=\"3272\">machine de guerre algorithmique<\/strong><span class=\"_fadeIn_4f9by_7\">\ud83d\udca1<\/span>, et que les campagnes ne sont plus pilotables \u00ab\u00a0\u00e0 l&rsquo;\u0153il\u00a0\u00bb. <br data-start=\"3329\" data-end=\"3332\" \/>\ud83d\udca1 Parce que votre marge se cache <a href=\"http:\/\/localhost\/big-view\/service\/agence-data-performante\/\"><strong data-start=\"3366\" data-end=\"3401\">dans les d\u00e9tails de vos donn\u00e9es<\/strong><\/a> (flux, tracking, LTV, taux de retour produit, frais de port, etc.).<\/p><h2 class=\"\" data-start=\"3476\" data-end=\"3520\">\u270b Besoin d&rsquo;aide pour piloter \u00e0 la marge ?<\/h2><p class=\"\" data-start=\"3522\" data-end=\"3786\">Chez Big View, on ne se contente pas d&rsquo;optimiser vos clics. <br data-start=\"3581\" data-end=\"3584\" \/>Connectez vos <strong data-start=\"3600\" data-end=\"3656\">donn\u00e9es de marge, de panier, de produit et de client<\/strong> pour piloter au plus juste. <br data-start=\"3684\" data-end=\"3687\" \/>Et on le fait avec <a href=\"http:\/\/localhost\/big-view\/service\/agence-expert-sea\/\">des experts seniors en SEA<\/a> <strong data-start=\"3733\" data-end=\"3739\">et<\/strong> en Data. Pas des stagiaires. Pas des chatbots.<\/p><p class=\"\" data-start=\"3788\" data-end=\"3864\">\ud83c\udfaf R\u00e9sultat : vos campagnes deviennent <strong data-start=\"3827\" data-end=\"3863\">rentables, \u00e9volutives et durables<\/strong> .<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>\ud83d\udcc9 Le chiffre d&rsquo;affaires ne suffit plus pour piloter vos campagnes SEA Trop d&rsquo;annonceurs pilotent encore leurs campagnes Google Ads \u00e0 l&rsquo;aide d&rsquo;indicateurs incomplets : ROAS, CPA, co\u00fbt par conversion\u2026Ces m\u00e9triques sont utiles, mais elles ne disent rien de la marge r\u00e9elle g\u00e9n\u00e9r\u00e9e . \ud83d\udc49 Une campagne peut afficher un excellent ROAS, tout en vous [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":2906,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20,23,17],"tags":[],"class_list":["post-2905","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data","category-mmm","category-sea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pilotage \u00e0 la marge : la strat\u00e9gie SEA qui booste votre rentabilit\u00e9 Google Ads - BIG VIEW<\/title>\n<meta name=\"description\" content=\"Pilotez vos campagnes SEA \u00e0 la marge et non au chiffre d&#039;affaires. 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