{"id":17396,"date":"2018-11-09T18:50:25","date_gmt":"2018-11-09T18:50:25","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/blog\/?p=17396"},"modified":"2024-01-03T14:19:37","modified_gmt":"2024-01-03T14:19:37","slug":"strategies-ppc-du-voyage","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/fr\/marketing\/sem-ppc\/strategies-ppc-du-voyage\/","title":{"rendered":"D\u00e9couvrir les strat\u00e9gies PPC de l\u2019industrie du voyage"},"content":{"rendered":"<ul>\n<li>La solution marketing de Similarweb fournit des insights exploitables \u00e0 partir d\u2019outils de benchmark pour la recherche payante.<\/li>\n<li>Les entreprises construisent diff\u00e9rentes strat\u00e9gies PPC autour de mots-cl\u00e9s r\u00e9f\u00e9rents \u00e0 la marque ou non afin d\u2019appuyer \u00e0 la fois leurs strat\u00e9gies de recherche organique et le trafic direct.<\/li>\n<li>Les strat\u00e9gies pour les mots-cl\u00e9s non r\u00e9f\u00e9rents \u00e0 la marque s\u2019articulent g\u00e9n\u00e9ralement autour de groupes de mots-cl\u00e9s sp\u00e9cifiques. La concurrence peut am\u00e9liorer sa strat\u00e9gie d\u2019acquisition d\u2019utilisateurs en d\u00e9couvrant ces groupes.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.similarweb.com\/corp\/fr\/marketing\/\">La solution marketing de Similarweb<\/a> vous offre des insights exploitables sur les strat\u00e9gies d\u2019acquisition d\u2019utilisateurs de vos concurrents. Cet article porte sur la recherche payante r\u00e9f\u00e9rente \u00e0 la marque ou non, et montre qu\u2019une analyse comparative des strat\u00e9gies PPC peut vous aider \u00e0 comprendre votre position relative sur le march\u00e9.<\/p>\n<p><iframe src=\"\/\/www.youtube.com\/embed\/5J0MWpDQKGQ\" width=\"100%\" height=\"400\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2>Le PPC dans la cat\u00e9gorie Voyage<\/h2>\n<p>Sur <a href=\"https:\/\/www.similarweb.com\/fr\/top-websites\/united-states\/travel-and-tourism\/\">les 100 principaux sites de voyages aux Etats-Unis<\/a>, la recherche payante repr\u00e9sente \u00e0 peine plus de 5% du trafic. En se concentrant sur les quatre sites OTA les plus populaires \u2013 <a href=\"https:\/\/www.similarweb.com\/fr\/website\/expedia.com\/\">expedia.com<\/a>, <a href=\"https:\/\/www.similarweb.com\/fr\/website\/airbnb.com\/\">airbnb.com<\/a>, booking.com et <a href=\"https:\/\/www.similarweb.com\/fr\/website\/hotels.com\/\">hotels.com<\/a>, nous constatons que chacun d\u2019entre eux surperforme la moyenne de la cat\u00e9gorie, avec 13,9% de trafic g\u00e9n\u00e9r\u00e9 par la recherche payante entre juin et aout 2018. Alors que la recherche payante des quatre sites au cours des trois derniers mois est \u00e9gale ou en hausse par rapport \u00e0 la m\u00eame p\u00e9riode en 2017, le trafic re\u00e7u de referrals est syst\u00e9matiquement en baisse pour les principales OTA et les 100 meilleurs sites de voyage.<br \/>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_14e606be-a85e-4214-bd9e-d11b795efeac\" data-title=\"blog_travelmarketing_marketingmix_0918\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?0zV\"><\/div>\n<\/p>\n<h2>Trafic payant \u2013 R\u00e9f\u00e9rent \u00e0 la marque vs. non r\u00e9f\u00e9rent \u00e0 la marque<\/h2>\n<p>Les strat\u00e9gies PPC des quatre OTA les plus importantes sont consid\u00e9rablement diff\u00e9rentes, en particulier la r\u00e9partition entre la recherche payante de marque ou non.\u00a0Ces diff\u00e9rences mettent en lumi\u00e8re les profils digitaux distincts de chaque soci\u00e9t\u00e9 en 2018. La strat\u00e9gie payante de Airbnb est presque enti\u00e8rement ax\u00e9e sur les mots-cl\u00e9s r\u00e9f\u00e9rents \u00e0 la marque, ce qui va de pair avec leur forte part de trafic direct et qui t\u00e9moigne d\u2019une marque et d\u2019une notori\u00e9t\u00e9 consid\u00e9rables. Pendant ce temps, la strat\u00e9gie PPC d\u2019Expedia est fortement motiv\u00e9e par des termes de recherche non r\u00e9f\u00e9rents \u00e0 la marque, qui montrent sa volont\u00e9 de payer pour acqu\u00e9rir des utilisateurs recherchant un large \u00e9ventail de termes relatifs au voyage.<br \/>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_aa6e5d68-184a-4146-939d-8d245e9ff338\" data-title=\"blog_travelmarketing_branded_0918\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?wSs\"><\/div>\n<\/p>\n<h2>Acheter du trafic en recherchant des marques concurrentes<\/h2>\n<p>Trois des quatre OTA mentionn\u00e9es d\u00e9dient une partie de leur budget PPC pour d\u00e9baucher le trafic d\u2019une marque concurrente. Si nous regardons les familles de mots-cl\u00e9s r\u00e9f\u00e9rents aux marques expedia, airbnb, booking.com et hotels.com, nous constatons que airbnb est le seul site qui ne re\u00e7oit pas de trafic payant des termes de recherche relatifs aux autres soci\u00e9t\u00e9s. C\u2019\u00e9tait vrai de juin \u00e0 aout 2017 et c\u2019est encore vrai cette ann\u00e9e.<br \/>\nParmi les autres sites, nous remarquons que Booking.com a commenc\u00e9 \u00e0 empi\u00e9ter sur le territoire d\u2019Expedia, augmentant ainsi sa part de trafic provenant des mots-cl\u00e9s li\u00e9s \u00e0 <em>expedia <\/em>au cours de l\u2019ann\u00e9e \u00e9coul\u00e9e. Bien qu\u2019il soit plus difficile d\u2019\u00e9valuer les mots-cl\u00e9s li\u00e9s \u00e0 <em>hotels<\/em> \u00e9tant donn\u00e9 la nature plus g\u00e9n\u00e9rique de la marque Hotels.com, nous pouvons constater que hotels.com et expedia.com ont augment\u00e9 leur part du trafic, r\u00e9duisant de ce fait le nombre de r\u00e9servations de booking.com.<br \/>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_6cf73c5f-3147-4e19-93cc-96e61479938e\" data-title=\"blog_travelmarketing_brandedkw_0918\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?rr9\"><\/div>\n<\/p>\n<h2>Strat\u00e9gies PPC non r\u00e9f\u00e9rentes \u00e0 une marque dans la cat\u00e9gorie Voyage<\/h2>\n<p>Ayant d\u00e9montr\u00e9 que 95,5% des recherches payantes sur airbnb sont r\u00e9f\u00e9rentes \u00e0 une marque, les trois autres OTA doivent rivaliser pour obtenir les principaux mots-cl\u00e9s non r\u00e9f\u00e9rents \u00e0 une marque dans le secteur des voyages. Chaque site optimise sa strat\u00e9gie de recherche payante pour diff\u00e9rents mots-cl\u00e9s et la fa\u00e7on dont ils peuvent \u00eatre regroup\u00e9s relaie une information suppl\u00e9mentaire sur <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/ppc-strategy\/\">les strat\u00e9gies PPC<\/a> dans cette cat\u00e9gorie.<br \/>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_43b54c4e-ad59-4927-8686-23ce7e157c55\" data-title=\"blog_travelmarketing_nonbrandedkw_0918\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?1kN\"><\/div>\n<\/p>\n<h2>Groupes de mots-cl\u00e9s pour les PPC chez Booking.com<\/h2>\n<p>L\u2019exemple de <a href=\"https:\/\/www.similarweb.com\/fr\/website\/booking.com\/\">booking.com<\/a> nous permet de regrouper les 100 principaux mots-cl\u00e9s payants en trois groupes distincts pour montrer l\u2019\u00e9volution de la strat\u00e9gie PPC du site au cours de la derni\u00e8re ann\u00e9e. Les mots-cl\u00e9s bas\u00e9s sur la localisation constituent toujours la part principale du profil PPC de booking.com, mais au cours de la derni\u00e8re ann\u00e9e, l\u2019accent a \u00e9t\u00e9 mis sur des mots-cl\u00e9s de la concurrence, en particulier pour les termes de recherche li\u00e9s \u00e0 expedia comme nous l\u2019avons vu pr\u00e9c\u00e9demment.<br \/>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_8af9f055-96c3-4d87-8f98-252ba4d66c42\" data-title=\"blog_travelmarketing_booking_0918\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?b9d\"><\/div>\n<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La solution marketing de Similarweb fournit des insights exploitables \u00e0 partir d\u2019outils de benchmark pour la recherche payante. Les entreprises construisent diff\u00e9rentes strat\u00e9gies PPC autour de mots-cl\u00e9s r\u00e9f\u00e9rents \u00e0 la marque ou non afin d\u2019appuyer \u00e0 la fois leurs strat\u00e9gies de recherche organique et le trafic direct. Les strat\u00e9gies pour les mots-cl\u00e9s non r\u00e9f\u00e9rents \u00e0 [&hellip;]<\/p>\n","protected":false},"author":78,"featured_media":29827,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6335,6363],"tags":[],"class_list":["post-17396","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-sem-ppc"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>D\u00e9couvrir les strat\u00e9gies PPC de l\u2019industrie du voyage | Similarweb<\/title>\n<meta name=\"description\" content=\"La solution marketing Smilarweb fournit outils et m\u00e9triques pour \u00e9valuer les strat\u00e9gies PPC afin de faire une analyse comparative du march\u00e9 et de vos concurrents.\" \/>\n<meta name=\"robots\" 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