{"id":4413,"date":"2014-12-10T15:42:25","date_gmt":"2014-12-10T14:42:25","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=4413"},"modified":"2025-05-27T15:14:03","modified_gmt":"2025-05-27T13:14:03","slug":"choisir-le-format-de-publicite-facebook-la-plus-adapte-a-ses-objectifs","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/reseaux-sociaux\/choisir-le-format-de-publicite-facebook-la-plus-adapte-a-ses-objectifs\/","title":{"rendered":"Choisir le format de publicit\u00e9 Facebook le plus adapt\u00e9 \u00e0 ses objectifs"},"content":{"rendered":"<p>Avant de\u00a0cr\u00e9er une campagne Facebook Ads, il est n\u00e9cessaire d&rsquo;\u00e9tablir des objectifs et une strat\u00e9gie bien pr\u00e9cise pour cibler correctement et efficacement son public. Les objectifs d&rsquo;une campagne publicitaire sur Facebook peuvent \u00eatre multiples :<\/p>\n<ul>\n<li>am\u00e9liorer la <strong>notori\u00e9t\u00e9<\/strong> d&rsquo;une marque et <strong>gagner en visibilit\u00e9<\/strong> ;<\/li>\n<li>informer sur les <strong>sp\u00e9cificit\u00e9s techniques d&rsquo;un produit<\/strong> ou service ;<\/li>\n<li><strong>g\u00e9n\u00e9rer du trafic<\/strong> sur son site internet ;<\/li>\n<li><strong>g\u00e9n\u00e9rer des actions<\/strong> sur son site : ventes, inscription \u00e0 une newsletter,&#8230;<\/li>\n<\/ul>\n<p>Pour atteindre ces diff\u00e9rents objectifs, plusieurs formats publicitaires\u00a0sont disponibles sur Facebook.<\/p>\n<h2>La publicit\u00e9 \u00ab\u00a0J\u2019aime la page\u00a0\u00bb<\/h2>\n<p>La premi\u00e8re\u00a0action qui vient\u00a0la plupart du temps\u00a0\u00e0 l\u2019esprit des annonceurs est g\u00e9n\u00e9ralement d&rsquo;<strong>augmenter le nombre de likes sur la page Facebook<\/strong>. Ce type d&rsquo;action peut s&rsquo;av\u00e9rer utile lorsque l\u2019<strong>objectif<\/strong>\u00a0principal est de <strong>faire conna\u00eetre la page<\/strong> de son entreprise et d\u2019augmenter le nombre de ses fans. Attention, partir \u00e0 la p\u00eache aux fans est dangereux pour la cr\u00e9dibilit\u00e9 de la marque et sa visibilit\u00e9 car la qualit\u00e9 prime sur la quantit\u00e9. En effet, il est pr\u00e9f\u00e9rable d&rsquo;avoir des fans qui appr\u00e9cient r\u00e9ellement la page et qui interagissent avec, plut\u00f4t qu\u2019un grand nombre de fans n&rsquo;ayant aucun attachement \u00e0 la marque ce qui provoque ind\u00e9niablement une baisse de la <a href=\"https:\/\/www.odw.fr\/blog\/reseaux-sociaux\/comprendre-baisse-portee-organique-facebook\/\">port\u00e9e organique<\/a> des publications sur Facebook.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-4415\" src=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/12\/publicit\u00e9-sponsoris\u00e9e-facebook-jaime-la-page-300x281.png\" alt=\"visuel j'aime la page\" width=\"300\" height=\"281\" srcset=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/12\/publicit\u00e9-sponsoris\u00e9e-facebook-jaime-la-page-300x281.png 300w, https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/12\/publicit\u00e9-sponsoris\u00e9e-facebook-jaime-la-page.png 487w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<h2>La publicit\u00e9 \u00abEngagement\u00a0\u00bb<\/h2>\n<p>L\u2019objectif ici est de <strong>cr\u00e9er de l\u2019engagement<\/strong> en s\u00e9duisant la cible avec du <strong>contenu original<\/strong> mis en avant gr\u00e2ce \u00e0 des photos\u00a0ou vid\u00e9os. Le but de ces publicit\u00e9s\u00a0est de faire <strong>conna\u00eetre<\/strong> plus en d\u00e9tails<strong> les sp\u00e9cificit\u00e9s d&rsquo;un produit ou d&rsquo;un service<\/strong> propos\u00e9 par la marque. Ces publicit\u00e9s sponsoris\u00e9es peuvent toucher les fans de la page mais aussi le cercle d\u2019amis de ces derniers.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-4416\" src=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/12\/publicit\u00e9-engagement-facebook-300x276.png\" alt=\"visuel engagement\" width=\"300\" height=\"276\" srcset=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/12\/publicit\u00e9-engagement-facebook-300x276.png 300w, https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/12\/publicit\u00e9-engagement-facebook.png 489w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<h2>La publicit\u00e9 \u00abClics vers un site web\u00a0\u00bb<\/h2>\n<p>Elle permet d&rsquo;augmenter la fr\u00e9quentation d&rsquo;un site web. La publicit\u00e9 renvoie sur la <strong>page d\u00e9sir\u00e9e<\/strong>, le plus souvent une<strong> page de vente<\/strong>, d\u2019inscription au site, \u2026<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-4417\" src=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/12\/publicit\u00e9-clic-vers-un-site-web-300x300.png\" alt=\"visuel clic vers un site web\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/12\/publicit\u00e9-clic-vers-un-site-web-300x300.png 300w, https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/12\/publicit\u00e9-clic-vers-un-site-web-150x150.png 150w, https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/12\/publicit\u00e9-clic-vers-un-site-web.png 488w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<h2>Pour aller plus loin :\u00a0la publicit\u00e9 \u00ab\u00a0Conversion de site web\u00a0\u00bb<\/h2>\n<p>Il s&rsquo;agit\u00a0d\u2019ailleurs une <strong>option avanc\u00e9e<\/strong>\u00a0du format publicitaire pr\u00e9c\u00e9dent. Elle permet de savoir si lorsqu&rsquo;un internaute clique sur la publicit\u00e9 renvoyant \u00e0 un site internet, ce dernier a effectu\u00e9 l\u2019action voulue par la marque (un achat par exemple). Pour cela, il faut, avant de cr\u00e9er la publicit\u00e9,\u00a0ins\u00e9rer un <strong>pixel de conversion<\/strong> sur le site internet de destination.<\/p>\n<p>Qu\u2019est-ce qu\u2019un pixel de conversion\u00a0? C\u2019est une <strong>image<\/strong> (1 pixel par 1 pixel) qui permet de <strong>d\u00e9terminer le nombre de conversions g\u00e9n\u00e9r\u00e9es par les publicit\u00e9s<\/strong>. Ce pixel est \u00e0 ins\u00e9rer sur les pages strat\u00e9giques du site telles que la page \u00ab\u00a0Paiement\u00a0\u00bb et permet de tracker le comportement des utilisateurs ayant cliqu\u00e9 sur la publicit\u00e9.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-4419\" src=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/12\/publicit\u00e9-conversion-de-site-web-242x300.png\" alt=\"visuel conversion de site web\" width=\"242\" height=\"300\" srcset=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/12\/publicit\u00e9-conversion-de-site-web-242x300.png 242w, https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/12\/publicit\u00e9-conversion-de-site-web.png 485w\" sizes=\"auto, (max-width: 242px) 100vw, 242px\" \/><\/p>\n<p>Ci-dessous, cette infographie de\u00a0<span style=\"color: #ffcc00;\"><a href=\"http:\/\/socialmetric.com\/\" target=\"_blank\" rel=\"noopener\">SocialMetric<\/a><\/span>\u00a0r\u00e9capitule le type de publicit\u00e9\u00a0\u00e0 utiliser sur Facebook en fonction des objectifs vis\u00e9s. Petit b\u00e9mol \u00e0 cette infographie : selon nous, les publicit\u00e9s \u00ab\u00a0clics vers un site web\u00a0\u00bb et \u00ab\u00a0conversion de site web\u00a0\u00bb ne se limitent pas \u00e0 l&rsquo;audience existante mais \u00e0 l&rsquo;audience totale\u00a0(= la nouvelle + l&rsquo;existante).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4420 aligncenter\" src=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/12\/infographie.jpg\" alt=\"visuel infographie\" width=\"540\" height=\"898\" srcset=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/12\/infographie.jpg 580w, https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/12\/infographie-180x300.jpg 180w\" sizes=\"auto, (max-width: 540px) 100vw, 540px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Avant de cr\u00e9er une campagne Facebook Ads, il est n\u00e9cessaire d&rsquo;\u00e9tablir des objectifs et une strat\u00e9gie bien pr\u00e9cise pour cibler correctement et efficacement son public. [&#8230;]<\/p>\n","protected":false},"author":10,"featured_media":4423,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[897,163,157],"class_list":["post-4413","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-reseaux-sociaux","tag-facebook-ads","tag-taux-de-conversion","tag-visibilite"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Choisir un format de publicit\u00e9 Facebook adapt\u00e9 \u00e0 ses objectifs<\/title>\n<meta name=\"description\" content=\"Choisissez le bon format de publicit\u00e9 Facebook selon vos objectifs marketing et maximisez l\u2019impact de vos campagnes.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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