{"id":10586,"date":"2017-09-01T10:23:30","date_gmt":"2017-09-01T07:23:30","guid":{"rendered":"https:\/\/www.yoannuzan.com\/?p=10586"},"modified":"2026-10-15T18:53:38","modified_gmt":"2026-10-15T18:53:38","slug":"linkedin-ads-expert","status":"publish","type":"post","link":"https:\/\/www.yoannuzan.com\/linkedin-ads-expert\/","title":{"rendered":"Linkedin Ads : La publicit\u00e9 en ligne orient\u00e9e B2B"},"content":{"rendered":"\n\n<div class=\"kk-star-ratings kksr-auto kksr-align-left kksr-valign-top\"\n    data-payload='{&quot;align&quot;:&quot;left&quot;,&quot;id&quot;:&quot;10586&quot;,&quot;slug&quot;:&quot;default&quot;,&quot;valign&quot;:&quot;top&quot;,&quot;ignore&quot;:&quot;&quot;,&quot;reference&quot;:&quot;auto&quot;,&quot;class&quot;:&quot;&quot;,&quot;count&quot;:&quot;6&quot;,&quot;legendonly&quot;:&quot;&quot;,&quot;readonly&quot;:&quot;&quot;,&quot;score&quot;:&quot;4.3&quot;,&quot;starsonly&quot;:&quot;&quot;,&quot;best&quot;:&quot;5&quot;,&quot;gap&quot;:&quot;5&quot;,&quot;greet&quot;:&quot;Notez cet article&quot;,&quot;legend&quot;:&quot;4.3\\\/5 - (6 votes)&quot;,&quot;size&quot;:&quot;24&quot;,&quot;title&quot;:&quot;Linkedin Ads : La publicit\u00e9 en ligne orient\u00e9e B2B&quot;,&quot;width&quot;:&quot;122.2&quot;,&quot;_legend&quot;:&quot;{score}\\\/{best} - ({count} {votes})&quot;,&quot;font_factor&quot;:&quot;1.25&quot;}'>\n            \n<div class=\"kksr-stars\">\n    \n<div class=\"kksr-stars-inactive\">\n            <div class=\"kksr-star\" data-star=\"1\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"2\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"3\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"4\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"5\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n    \n<div class=\"kksr-stars-active\" style=\"width: 122.2px;\">\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n                \n\n<div class=\"kksr-legend\" style=\"font-size: 19.2px;\">\n            4.3\/5 - (6 votes)    <\/div>\n    <\/div>\n<h2>Linkedin Ads, une alternative aux supports classiques en B2B<\/h2>\n<p>Face au d\u00e9clin de Twitter qui peine \u00e0 convaincre les annonceurs et des campagnes Adwords dont le co\u00fbt par lead (CPL) et le taux de conversion peuvent para\u00eetre trop dissuasifs, le r\u00e9seau social professionnel <strong><a href=\"https:\/\/business.linkedin.com\/fr-fr\/marketing-solutions\/ads\">Linkedin qui propose d\u00e9sormais sa propre r\u00e9gie publicitaire<\/a><\/strong> et ses 500 million d&rsquo;inscrits pr\u00e9sentent une vraie alternative pour vos <strong>campagnes marketing B2B<\/strong>.<\/p>\n<h2>Pr\u00e9sentation de la publicit\u00e9 Linkedin Ads<\/h2>\n<p>Il existe 5 types de publicit\u00e9 B2B sur LinkedIn :<\/p>\n<ul>\n<li><strong>Text Ads<\/strong> : petit visuel et message court (100 caract\u00e8res) apparaissant dans la colonne de droite sur la version bureau du site,<\/li>\n<li><strong>Display Ads<\/strong> : plus grandes, elles sont plac\u00e9es sur les pages \u00e0 fort trafic,<\/li>\n<li><strong>Dynamic Ads<\/strong> : personnalis\u00e9es, elles s&rsquo;appuient sur les informations du profil LinkedIn cibl\u00e9 (son activit\u00e9 notamment),<\/li>\n<li><strong>Sponsored InMails<\/strong> : messages priv\u00e9s personnalis\u00e9s arrivant dans la bo\u00eete de r\u00e9ception LinkedIn du membre,<\/li>\n<li><strong>Sponsored Content<\/strong> publicit\u00e9s s&rsquo;affichent de fa\u00e7on native dans les flux LinkedIn de vos audiences.<\/li>\n<\/ul>\n<p>Il n&rsquo;y a pas d&rsquo;engagement sur le long terme. C&rsquo;est donc \u00e0 vous de d\u00e9finir la p\u00e9riode et la dur\u00e9e de publication de votre publicit\u00e9. De plus, le site propose des outils de suivi des conversion et d&rsquo;optimisation. Un<strong> <a href=\"\/category\/sea\/\">expert LinkedIn Ads<\/a> <\/strong>peut vous aider \u00e0 choisir les publicit\u00e9s les mieux adapt\u00e9es \u00e0 votre message et en ma\u00eetrisant votre budget en choisissant le co\u00fbt par clic (CPC) et le co\u00fbt pour mille impressions (CPM). Il pourra \u00e9galement vous accompagner dans la mise en place d&rsquo;indicateurs pour mesurer \u00e0 et am\u00e9liorer en fonction de vos objectifs ou encore \u00e0 <strong><a href=\"\/freelance-google-optimize-a-b-testing\/\">optimiser vos publicit\u00e9s en effectuant des tests A\/B<\/a><\/strong> ou en concentrant vos efforts sur les publicit\u00e9s qui les plus efficaces.<\/p>\n<h2>Int\u00e9r\u00eat de la publicit\u00e9 Linkedin Ads<\/h2>\n<p>\u00c0 premi\u00e8re vue, de nombreux annonceurs peuvent \u00eatre effray\u00e9s par le <strong>CPC<\/strong> (co\u00fbt par clic) moyen relativement \u00e9lev\u00e9 (2 \u20ac pour un budget minimum proche de 10 \u20ac par jour) qui rentre difficilement dans un budget marketing, mais le fait que LinkedIn soit bien moins utilis\u00e9 que d&rsquo;autres r\u00e9gies publicitaires au CPC permet d&rsquo;obtenir facilement plus de visibilit\u00e9.<br \/>\nLe point fort de la publicit\u00e9 sur le site, c&rsquo;est que les publicit\u00e9s s&rsquo;affichent de fa\u00e7on <strong>native<\/strong>, ce qui donne l&rsquo;impression \u00e0 votre audience que les annonces sont pr\u00e9sentes naturellement car il est rare de se souvenir des entreprises que l&rsquo;on suit sur Linkedin ou des relations. Peu d&rsquo;indications permettent de savoir qu&rsquo;un post est sponsoris\u00e9.<br \/>\nLe r\u00e9sultat, c&rsquo;est un <strong>CTR<\/strong> (Click Through Rate, ou taux de clics en fran\u00e7ais) tr\u00e8s \u00e9lev\u00e9, entre 2 % et 4 % lorsqu&rsquo;elles sont bien cibl\u00e9es et visuelles. L&rsquo;aide de votre Consultant Linkedin Ads est pr\u00e9cieuse : il pourra vous aider \u00e0 bien cibler vos annonces et tester rapidement le taux de conversion et la qualit\u00e9 des prospects, pour d\u00e9cider de poursuivre ou non la campagne.<br \/>\nLa possibilit\u00e9 de cibler pr\u00e9cis\u00e9ment votre audience B2B selon l&rsquo;activit\u00e9 des utilisateurs est \u00e9galement une grande force du site, avec <strong>Dynamic Ads<\/strong> par exemple. Cette fonctionnalit\u00e9 est d\u00e9j\u00e0 propos\u00e9e par Facebook, mais les informations sur l&rsquo;activit\u00e9 y sont moins \u00e9vasives. Le ciblage peut se faire selon plusieurs crit\u00e8res :<\/p>\n<ul>\n<li>L&rsquo;appartenance \u00e0 un groupe,<\/li>\n<li>La s\u00e9niorit\u00e9,<\/li>\n<li>La taille des entreprises,<\/li>\n<li>Le secteur d&rsquo;activit\u00e9,<\/li>\n<li>L&rsquo;entreprise,<\/li>\n<li>et enfin le multicrit\u00e8re.<\/li>\n<\/ul>\n<p>Malgr\u00e9 le bon ciblage et la performance des annonces, la particularit\u00e9 d&rsquo;un r\u00e9seau social professionnel impose d&#8217;embl\u00e9e certaines <strong>limites<\/strong> : les visiteurs du site ne s&rsquo;y rendent pas pour acheter, l&rsquo;objectif \u00e9tant plut\u00f4t de g\u00e9n\u00e9rer des contacts et ils ne s&rsquo;y rendent pas forc\u00e9ment tous les jours. D&rsquo;autre part, il manque encore au site certaines <strong>fonctionnalit\u00e9s<\/strong> pr\u00e9sentes sur d&rsquo;autres r\u00e9gies publicitaires (<strong><a href=\"\/category\/sea\/adwords\/\">AdWords<\/a><\/strong> ou <strong><a href=\"\/freelance-facebook-ads\/\">Facebook Ads<\/a><\/strong> notamment) tels que des \u00e9diteurs de campagnes hors-ligne pour \u00e9viter de perdre du temps \u00e0 faire des copier-coller. Pour ne pas \u00eatre perdus, vous pouvez faire appel \u00e0 un <strong>Freelance LinkedIn Ads.<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-10590\" src=\"\/file\/2017\/09\/consultant-linkedin-ads.jpg\" alt=\"Consultant LinkedIn Ads pour la publicit\u00e9 B2B\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.yoannuzan.com\/inc\/uploads\/2017\/09\/consultant-linkedin-ads.jpg 1920w, https:\/\/www.yoannuzan.com\/inc\/uploads\/2017\/09\/consultant-linkedin-ads-300x169.jpg 300w, https:\/\/www.yoannuzan.com\/inc\/uploads\/2017\/09\/consultant-linkedin-ads-1024x576.jpg 1024w, https:\/\/www.yoannuzan.com\/inc\/uploads\/2017\/09\/consultant-linkedin-ads-768x432.jpg 768w, https:\/\/www.yoannuzan.com\/inc\/uploads\/2017\/09\/consultant-linkedin-ads-1536x864.jpg 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<h2>Remarketing B2B avec Linkedin Ads<\/h2>\n<p>Le <strong>remarketing<\/strong> permet de diffuser des annonces pertinentes aupr\u00e8s d&rsquo;internautes ayant d\u00e9j\u00e0 visit\u00e9 votre site et l&rsquo;ayant quitt\u00e9 sans effectuer d&rsquo;achat par exemple. R\u00e9cemment, LinkedIn a \u00e9toff\u00e9 son offre publicitaire en d\u00e9veloppant une nouvelle solution, <strong>LinkedIn Audience Network<\/strong> (r\u00e9seau d&rsquo;audience) permettant ainsi d&rsquo;\u00e9largir la port\u00e9e des publications en ciblant les utilisateurs sur d&rsquo;autres sites web et applications, sans pr\u00e9ciser toutefois les m\u00e9dias partenaires. Comme sur Facebook ou Adwords, vous pourrez ainsi \u00e9largir votre audience, <strong>am\u00e9liorer votre ROI<\/strong> (retour sur investissement) et publier du contenu aupr\u00e8s d&rsquo;une audience ultra cibl\u00e9e gr\u00e2ce \u00e0 l&rsquo;outil Match Audiences qui permettrait d&rsquo;augmenter l&rsquo;audience de 3 \u00e0 13%, et de 80% pour les clics uniques. Gr\u00e2ce \u00e0 cet outil, vous pourrez atteindre les visiteurs non-convertis de votre site !<\/p>\n<p>Mise \u00e0 jour 2026 : LinkedIn Ads reste le r\u00e9seau de r\u00e9f\u00e9rence en B2B, mais rarement le seul. Je d\u00e9cris ce qu&rsquo;un <a href=\"\/freelance-sma\/\">professionnel SMA<\/a> regarde avant de choisir entre LinkedIn, Meta et les autres plateformes.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Linkedin qui propose d\u00e9sormais sa propre r\u00e9gie publicitaire et ses 500 million d&rsquo;inscrits pr\u00e9sentent une vraie alternative pour vos campagnes marketing B2B. D\u00e9couvrez tout l&rsquo;int\u00e9r\u00eat de Linkedin Ads ! <\/p>\n","protected":false},"author":1,"featured_media":10595,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,55],"tags":[],"class_list":["post-10586","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sea","category-sma"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u21d2 Linkedin Ads Consultant |\u00a0Expert en Linkedin Ads Freelance<\/title>\n<meta name=\"description\" content=\"Linkedin Ads propose une vraie alternative pour vos campagnes marketing B2B. 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