{"id":4935,"date":"2015-02-26T10:37:51","date_gmt":"2015-02-26T09:37:51","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=4935"},"modified":"2025-08-07T11:01:20","modified_gmt":"2025-08-07T09:01:20","slug":"store-visits-google-suit-internaute-magasins","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/campagnes-publicitaires-2\/store-visits-google-suit-internaute-magasins\/","title":{"rendered":"Store visits : Google suit d\u00e9sormais les internautes jusqu&rsquo;aux magasins"},"content":{"rendered":"<p>Annonceurs et agences s&rsquo;interrogent depuis plusieurs ann\u00e9es sur la meilleure fa\u00e7on de\u00a0lier digital et points de vente physique. Une des approches\u00a0les plus souvent mises en avant est la logique\u00a0drive to store qui\u00a0englobe notamment le <strong>web to store<\/strong>\u00a0et\u00a0le <strong>mobile to store.\u00a0<\/strong>L&rsquo;objectif du drive to store est\u00a0d\u2019<strong>accompagner\u00a0sa cible<\/strong>\u00a0tout au long de\u00a0son parcours d\u2019achat afin d\u2019attirer le consommateur en point de vente physique .<\/p>\n<p>Cependant, la difficult\u00e9 pour les annonceurs est qu&rsquo;il est tr\u00e8s difficile de conna\u00eetre le nombre de clients s&rsquo;\u00e9tant rendu en boutique suite \u00e0 une annonce vue sur internet. Google semble avoir partiellement r\u00e9ussi \u00e0 r\u00e9soudre ce probl\u00e8me en lan\u00e7ant la fonctionnalit\u00e9 \u00ab\u00a0Store Visits\u00a0\u00bb sur Adwords.<\/p>\n<p><!--more--><\/p>\n<h2>Store Visits, une fonctionnalit\u00e9 Google au service du Drive to store<\/h2>\n<p>La <strong>fonctionnalit\u00e9 Store visits<\/strong>\u00a0n\u2019est actuellement disponible qu\u2019aux USA mais fait beaucoup parler d\u2019elle. Cet outil permet de faire le<strong> lien entre les taux de clics<\/strong> des liens sponsoris\u00e9s Adwords et <strong>les visites en magasin<\/strong> qui en d\u00e9coulent. Une <strong>r\u00e9volution pour les annonceurs<\/strong> qui leur donne l\u2019opportunit\u00e9 de conna\u00eetre leur <strong>retour sur investissement<\/strong>.<\/p>\n<p>Cet outil se base sur deux fonctionnalit\u00e9s d\u00e9j\u00e0 bien connues de Google\u00a0: <span style=\"color: #ff9900\"><a style=\"color: #ff9900\" title=\"Campagne Google Adwords - Blog ODW\" href=\"https:\/\/www.odw.fr\/blog\/referencement\/le-suivi-des-conversions-lors-dune-campagne-google-adwords\/\">Adwords<\/a><\/span> et Google Maps.<\/p>\n<p>La m\u00e9canique est assez simple. Google se base sur la <strong>position g\u00e9ographique de l\u2019internaute<\/strong> (ou du mobinaute) par rapport \u00e0 <strong>l\u2019adresse de la boutique<\/strong> indiqu\u00e9e sur Google Maps. Sont ensuite associ\u00e9s les clics venant des liens sponsoris\u00e9s.<\/p>\n<p><strong>Store visits<\/strong> est une v\u00e9ritable \u00e9volution\u00a0dans le secteur car il \u00e9tait, jusqu&rsquo;\u00e0 pr\u00e9sent, assez laborieux de mesurer son retour sur investissement. Le <strong>calcul du ROI<\/strong> s\u2019arr\u00eatait \u00e0 l\u2019acte d\u2019achat d\u2019un internaute sur un site internet ou demandait de mettre en place des solutions de tracking sp\u00e9cifiques comme un bon de r\u00e9duction sp\u00e9cifique.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4944\" src=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2015\/02\/StoreVisits.png\" alt=\"Visuel Google Store Visits \" width=\"570\" height=\"142\" srcset=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2015\/02\/StoreVisits.png 1706w, https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2015\/02\/StoreVisits-300x75.png 300w, https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2015\/02\/StoreVisits-1024x256.png 1024w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/p>\n<p style=\"text-align: center\"><em>Source :\u00a0<span style=\"color: #ff9900\"><a style=\"color: #ff9900\" title=\"Ppchero \" href=\"https:\/\/www.ppchero.com\/category\/Search\/\" target=\"_blank\" rel=\"noopener\">ppchero<\/a><\/span><\/em><\/p>\n<h2>Des conditions pour utiliser Store Visits<\/h2>\n<p>Pour utiliser Store visits, il est n\u00e9cessaire de\u00a0remplir certaines\u00a0conditions :<\/p>\n<ul>\n<li>Avoir un<strong> compte Adwords<\/strong>\u00a0<strong>coupl\u00e9 \u00e0 Google My Business<\/strong>, l\u2019outil de r\u00e9f\u00e9rencement local pour les commerces lanc\u00e9 en 2014.<\/li>\n<\/ul>\n<ul>\n<li><strong>Activer l\u2019option \u00ab\u00a0Extension de lieu\u00a0\u00bb<\/strong>. Une <span style=\"color: #ff9900\"><a style=\"color: #ff9900\" title=\"Extension de lieu - Google \" href=\"https:\/\/support.google.com\/google-ads\/answer\/7331111?hl=fr&amp;visit_id=638333914933145010-2204205403&amp;rd=1\" target=\"_blank\" rel=\"noopener\">extension de lieu<\/a><\/span> est un format d\u2019annonce Adwords qui donne des informations suppl\u00e9mentaires. L\u2019int\u00e9r\u00eat de cette derni\u00e8re est de permettre \u00e0 l\u2019internaute ou plus sp\u00e9cifiquement ici au mobinaute de trouver rapidement et sans effort les coordonn\u00e9es de la boutique recherch\u00e9e. De plus, elles am\u00e9liorent la visibilit\u00e9 des annonces.<\/li>\n<\/ul>\n<p>A noter cependant que ces extensions de lieu n\u2019apparaissent pas syst\u00e9matiquement sur les annonces. Cela d\u00e9pend de plusieurs param\u00e8tres dont la note qu\u2019attribut Google \u00e0 vos annonces Adwords.<\/p>\n<p>Si vous remplissez tous les crit\u00e8res, une nouvelle \u00ab\u00a0case\u00a0\u00bb appara\u00eet alors dans l\u2019<strong>onglet conversion<\/strong>\u00a0du compte <strong>Google Adwords<\/strong>.<\/p>\n<h2>Puis-je cibler tout le monde\u00a0?<\/h2>\n<p>L\u2019utilisateur doit lui aussi r\u00e9pondre \u00e0 certains crit\u00e8res pour que vous puissiez l&rsquo;atteindre. En effet, de son c\u00f4t\u00e9 il doit\u00a0:<\/p>\n<ul>\n<li><strong>Etre utilisateur d\u2019IOS ou Android<\/strong><\/li>\n<li><strong>Avoir l\u2019option \u00ab\u00a0Location history\u00a0\u00bb<\/strong> activ\u00e9e sur son smartphone sous Android afin que Google Now puisse avoir acc\u00e8s \u00e0 ses donn\u00e9es g\u00e9ographiques. Bas\u00e9e sur la g\u00e9olocalisation, <strong>Google Now<\/strong> est une fonctionnalit\u00e9 int\u00e9gr\u00e9e\u00a0par d\u00e9faut\u00a0\u00e0 l&rsquo;application Google Search\u00a0qui prend en compte l\u2019heure et la localisation des individus et qui sauvegarde les historiques. Elle permet par exemple d\u2019<strong>alerter les mobinautes<\/strong> lorsque ces derniers se trouvent <strong>\u00e0 proximit\u00e9 d\u2019une boutique<\/strong>\u00a0poss\u00e9dant un site web sur lequel ils se sont d\u00e9j\u00e0 rendus. Seuls ceux\u00a0ayant activ\u00e9 \u00ab\u00a0Location history\u00a0\u00bb\u00a0sont \u00ab\u00a0traqu\u00e9s\u00a0\u00bb. Cette option peut \u00eatre d&rsquo;ailleurs d\u00e9sactiv\u00e9e sur une p\u00e9riode donn\u00e9e ou bien dans son int\u00e9gralit\u00e9.<\/li>\n<\/ul>\n<p>Google Store Visits appara\u00eet comme une nouvelle <strong>fonctionnalit\u00e9 tr\u00e8s prometteuse<\/strong> qui n&rsquo;en est qu\u2019\u00e0 ses d\u00e9buts. Pour ceux qui s&rsquo;inqui\u00e9teraient de la s\u00e9curit\u00e9 des donn\u00e9es r\u00e9colt\u00e9es, Google assure ne jamais les fournir aux annonceurs utilisant ce service.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Annonceurs et agences s&rsquo;interrogent depuis plusieurs ann\u00e9es sur la meilleure fa\u00e7on de lier digital et points de vente physique. Une des approches les plus souvent [&#8230;]<\/p>\n","protected":false},"author":10,"featured_media":4939,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[53],"tags":[969,970,971],"class_list":["post-4935","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-campagnes-publicitaires-2","tag-drive-to-store","tag-google-store-visits","tag-mobile-to-store"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Store Visits : Google mesure les visites en magasin depuis AdWords<\/title>\n<meta name=\"description\" content=\"Google lance Store\u202fVisits en USA : gr\u00e2ce \u00e0 AdWords et Maps, les annonceurs mesurent d\u00e9sormais les visites en magasin g\u00e9n\u00e9r\u00e9es par leurs clics.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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