{"id":10756,"date":"2017-11-03T11:43:36","date_gmt":"2017-11-03T08:43:36","guid":{"rendered":"https:\/\/www.yoannuzan.com\/?p=10756"},"modified":"2026-10-15T16:14:33","modified_gmt":"2026-10-15T16:14:33","slug":"budgets-adwords-doubles-automatiquement","status":"publish","type":"post","link":"https:\/\/www.yoannuzan.com\/budgets-adwords-doubles-automatiquement\/","title":{"rendered":"Les budgets AdWords quotidiens peuvent \u00eatre doubl\u00e9s automatiquement"},"content":{"rendered":"\n\n
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\n 5\/5 - (2 votes) <\/div>\n <\/div>\n

Budget AdWords : Google annonce qu’ils peuvent \u00eatre x2 automatiquement<\/h2>\n

Depuis le 4 octobre,\u00a0Google AdWords<\/a><\/strong> a modifi\u00e9 certains param\u00e8tres de sa r\u00e9gie publicitaire de mani\u00e8re \u00e0 ce que les budgets AdWords journaliers des annonceurs puissent \u00eatre automatiquement doubl\u00e9s<\/strong>. Cette mesure est particuli\u00e8rement importante pour tout\u00a0Consultant AdWords<\/a><\/strong>\u00a0ou une\u00a0Agence en Liens Sponsoris\u00e9s<\/a><\/strong>. Cette mesure vise \u00e0 aider les clients de la plateforme publicitaire \u00e0 am\u00e9liorer leurs r\u00e9sultats. N\u00e9anmoins, elle m\u00e9rite d’\u00eatre explicit\u00e9e pour \u00e9viter tout quiproquo. En effet, cette mesure ne d\u00e9douane pas les annonceurs de suivre et optimiser leur compte ou de d\u00e9l\u00e9guer la gestion de leurs campagnes \u00e0 un expert Adwords<\/strong><\/a>.<\/p>\n

Budgets Adwords doubl\u00e9s : quel est l’int\u00e9r\u00eat de cette mesure ?<\/h2>\n

Le fonctionnement de cette nouvelle mesure appliqu\u00e9e \u00e0 l’ensemble des comptes Adwords est simple. Au cours d’une campagne, les r\u00e9sultats enregistr\u00e9s peuvent nettement varier d’un jour \u00e0 l’autre. La nouvelle fonctionnalit\u00e9 de Google permet de doubler automatiquement, sans aucune action de la part de l’annonceur, le budget journalier, ce uniquement les jours o\u00f9 l’annonceur obtient un trafic \u00e9lev\u00e9<\/strong> et qualifi\u00e9<\/strong>. Cette mesure a bien s\u00fbr un impact sur la dur\u00e9e de la campagne. En effet, le budget Google Adwords<\/a><\/strong> maximal d\u00e9fini par l’annonceur en d\u00e9but de campagne restant identique, il sera, par cons\u00e9quent, atteint plus rapidement. Et en cas de d\u00e9passement, les annonceurs recevront un remboursement sous la forme d\u2019un avoir correspondant au montant sur-factur\u00e9. Il faut savoir que cette fonctionnalit\u00e9 directement int\u00e9gr\u00e9e \u00e0 Adwords n’est pas param\u00e9trable et ne peut donc ni \u00eatre ajust\u00e9e, ni supprim\u00e9e. Google a d\u00e9cid\u00e9 de changer cette limite pour am\u00e9liorer le ROI global des annonceurs<\/strong> et rendre son produit publicitaire plus attractif. En effet, la limite budg\u00e9taire quotidienne peut \u00eatre un frein \u00e0 la g\u00e9n\u00e9ration de chiffre d’affaires<\/strong> lorsqu’il existe des pics d’activit\u00e9<\/strong> importants.<\/p>\n

\"Google<\/p>\n

La modification de limite budg\u00e9taire est-elle toujours \u00e0 l’avantage de l’annonceur ?<\/h2>\n

Certains annonceurs tireront sans doute avantage de cette mesure. En r\u00e9alit\u00e9, ce sont surtout ceux qui n’ont pas l’habitude de g\u00e9rer leurs campagnes Adwords qui pourront constater une meilleure rentabilit\u00e9<\/strong>. En revanche, les annonceurs qui g\u00e8rent eux-m\u00eames leurs comptes ou font appel \u00e0 un expert Adwords pour optimiser leur compte seront peut-\u00eatre p\u00e9nalis\u00e9s. Des budgets Adwords doubl\u00e9s de mani\u00e8re arbitraire, selon un processus automatique, n’apportera sans doute pas les m\u00eames r\u00e9sultats qu’un compte suivi par un humain, capable de prendre les bonnes d\u00e9cisions au bon moment. Car tout d\u00e9pend du sc\u00e9nario propre \u00e0 chaque campagne. En effet, que faire en cas de pic de trafic \u00e9lev\u00e9<\/strong> survenant \u00e0 un moment pr\u00e9cis ? Le doublement du budget sera peut-\u00eatre insuffisant\u2026 L’action humaine apporte beaucoup plus de flexibilit\u00e9, permettant d’abaisser \u00e0 loisir le budget les journ\u00e9es peu fructueuses pour r\u00e9investir celui-ci \u00e0 d’autres moments.<\/p>\n

Les campagnes de visibilit\u00e9<\/strong>, o\u00f9 l’annonceur souhaite \u00eatre vu pendant un temps donn\u00e9, seront \u00e9galement impact\u00e9es puisque la dur\u00e9e totale de campagne sera automatiquement r\u00e9duite. Si le budget est atteint avant la fin du mois, les annonceurs seront contraints de payer davantage pour afficher plus longtemps leurs annonces. Ils auront, certes, atteint leur objectif mais ne seront plus du tout visibles \u00e0 moins de renflouer leur budget.<\/p>\n

Faut-il continuer \u00e0 g\u00e9rer ses comptes Adwords ?<\/h2>\n

Cette augmentation du budget journalier<\/strong> n’entra\u00eene pas de changement sur les modalit\u00e9s de gestion de votre compte. Il est toujours indispensable de surveiller et ajuster ses campagnes au jour le jour. D’autre part, il faut souligner que la limite budg\u00e9taire mensuelle<\/strong> pourra \u00eatre r\u00e9initialis\u00e9e si l’annonceur ou le responsable de campagne modifie manuellement ce dernier. Il est donc toujours possible de r\u00e9aliser des ajustements par ce biais, si l’on d\u00e9sire prolonger la dur\u00e9e de vie de ses annonces, par exemple. Vous n’avez pas le temps ou ne disposez pas de ressources en interne pour g\u00e9rer votre\/vos comptes Adwords ? Confiez cette t\u00e2che \u00e0 un expert SEA qui adaptera les nouvelles contraintes de Google \u00e0 vos objectifs et \u00e0 vos budgets Adwords !<\/p>\n

Mise \u00e0 jour 2026 : Google a chang\u00e9 le comportement des ench\u00e8res des campagnes limit\u00e9es par le budget<\/a> et propose une exp\u00e9rience pour tester budget, CPA cible et ROAS cible<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Depuis le 4 octobre,\u00a0Google AdWords a modifi\u00e9 certains param\u00e8tres de sa r\u00e9gie publicitaire de mani\u00e8re \u00e0 ce que les budgets AdWords journaliers des annonceurs puissent \u00eatre automatiquement doubl\u00e9s. D\u00e9couvrez l’int\u00e9r\u00eat et les risques de cette modification. <\/p>\n","protected":false},"author":1,"featured_media":10758,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[20],"class_list":["post-10756","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-adwords","tag-nouveautes-adwords"],"yoast_head":"\n\u21d2 Budgets AdWords doubl\u00e9s quotidiennement |\u00a0Budget Google AdWords<\/title>\n<meta name=\"description\" content=\"Depuis le 4 octobre 2017,\u00a0Google a modifi\u00e9 les budgets AdWords journaliers des annonceurs qui peuvent \u00eatre automatiquement doubl\u00e9s. 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