{"id":9811,"date":"2017-04-18T06:43:00","date_gmt":"2017-04-18T05:43:00","guid":{"rendered":"http:\/\/www.yoannuzan.com\/?p=9811\/"},"modified":"2026-10-15T18:53:40","modified_gmt":"2026-10-15T18:53:40","slug":"retour-sur-investissement-campagnes-facebook","status":"publish","type":"post","link":"https:\/\/www.yoannuzan.com\/retour-sur-investissement-campagnes-facebook\/","title":{"rendered":"Le retour sur investissement des campagnes publicitaires sur Facebook"},"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;9811&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;2&quot;,&quot;legendonly&quot;:&quot;&quot;,&quot;readonly&quot;:&quot;&quot;,&quot;score&quot;:&quot;5&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;5\\\/5 - (2 votes)&quot;,&quot;size&quot;:&quot;24&quot;,&quot;title&quot;:&quot;Le retour sur investissement des campagnes publicitaires sur Facebook&quot;,&quot;width&quot;:&quot;142.5&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: 142.5px;\">\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            5\/5 - (2 votes)    <\/div>\n    <\/div>\n<h2>Seulement 23 % des marketers obtiennent un ROI positif sur Facebook<\/h2>\n<p>Nous sommes \u00e0 l&rsquo;\u00e8re des r\u00e9seaux sociaux et des blogs. De plus en plus, les r\u00e9seaux sociaux sont utilis\u00e9s par les entreprises et notamment des TPE et PME. Mais pourquoi ? Aujourd&rsquo;hui, un r\u00e9seau social n&rsquo;est pas juste une page o\u00f9 l&rsquo;on publie des photos, c&rsquo;est un v\u00e9ritable outil marketing. Visibilit\u00e9, nouveaux clients, communication, <strong>cr\u00e9ation de leads<\/strong>, etc., il existe diff\u00e9rentes raisons d&rsquo;utiliser les r\u00e9seaux sociaux et plus particuli\u00e8rement Facebook. Pourtant selon une \u00e9tude men\u00e9e par <strong><a href=\"http:\/\/www.manta.com\/resources\/small-business-research\/poll-business-owners-devote-little-time-facebook-april-2017\/\"><u>Manta<\/u><\/a><\/strong>, seulement 23 % des PME obtiennent un ROI positif.<\/p>\n<h2>L&rsquo;utilisation de Facebook comme outil de communication : une strat\u00e9gie digitale payante ?<\/h2>\n<p>Pour les entreprises et marketers, Facebook permet de r\u00e9pondre \u00e0 des objectifs de communication. Ce r\u00e9seau social, qui a fait son apparition depuis une d\u00e9cennie, leur donne la possibilit\u00e9 d&rsquo;accro\u00eetre leur notori\u00e9t\u00e9 tant au niveau national qu&rsquo;international. Il permet donc, aux entreprises, de d\u00e9velopper leur activit\u00e9 \u00e0 l&rsquo;\u00e9chelle international. Facebook est particuli\u00e8rement populaire, car une grande partie des outils propos\u00e9s sont gratuits. Il est \u00e9galement possible d&rsquo;utiliser des outils payants, il faudra alors faire bien attention \u00e0 son retour sur investissement facebook. Cependant, dans un cas comme dans l&rsquo;autre, si votre public cible principale n&rsquo;est pas touch\u00e9e par vos publications Facebook, votre investissement sera quasiment nul.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-9813 aligncenter\" src=\"\/file\/2017\/05\/retour-sur-investissement-facebook-ads.jpg\" alt=\"Retour sur investissement des campagnes Facebook Ads\" width=\"556\" height=\"614\" srcset=\"https:\/\/www.yoannuzan.com\/inc\/uploads\/2017\/05\/retour-sur-investissement-facebook-ads.jpg 556w, https:\/\/www.yoannuzan.com\/inc\/uploads\/2017\/05\/retour-sur-investissement-facebook-ads-272x300.jpg 272w\" sizes=\"auto, (max-width: 556px) 100vw, 556px\" \/><\/p>\n<h2>Retour sur investissement facebook : Facebook, un outil marketing sous-exploit\u00e9<\/h2>\n<p>Pour r\u00e9aliser son \u00e9tude, <u>Manta<\/u> a interrog\u00e9 4 700 petites entreprises de moins de 10 employ\u00e9s. Parmi elles, seuls 49 % affirment avoir une page Facebook, et parmi celles qui en poss\u00e9daient une, seule la moiti\u00e9 obtenait un retour sur investissement (ROI) positif. Ces m\u00eames entreprises, soit 75 % d&rsquo;entre elles, passent moins de 2 heures par semaine \u00e0 travailler leur marketing Facebook. Plus de la moiti\u00e9 (58 %) publie de fa\u00e7on al\u00e9atoire chaque mois, sur leur page Facebook. Pour ces entreprises Facebook n&rsquo;est pas efficace. Mais l&rsquo;utilise-t-elle dans son plein potentiel ? Une <strong><a href=\"\/strategie-digitale-seo\/\">strat\u00e9gie digitale<\/a><\/strong> se construit sur des bases solides. Des bases qu&rsquo;on l&rsquo;on obtient par la r\u00e9alisation d&rsquo;une \u00e9tude sur Facebook, par exemple. <strong>Ce n&rsquo;est qu&rsquo;en d\u00e9finissant ses objectifs que la publicit\u00e9 Facebook devient r\u00e9ellement rentable !\u00a0<\/strong><\/p>\n<p>Pour obtenir des r\u00e9sultats positifs, vous pouvez faire appel \u00e0 un <strong><a href=\"\/community-management\/freelance-community-manager\/\">expert SMO<\/a><\/strong> qui vous aidera \u00e0 r\u00e9aliser une <strong>\u00e9tude sur Facebook<\/strong> compl\u00e8te et vous accompagnera dans la <strong><a href=\"\/community-management\/freelance-campagnes-sponsorisees-reseaux-sociaux\/\">cr\u00e9ation et la diffusion de votre publicit\u00e9 Facebook<\/a>.<\/strong><\/p>\n<p>Mise \u00e0 jour 2026 : mesurer le retour sur investissement de Meta reste d\u00e9licat. J&rsquo;explique <a href=\"\/conversions-plateformes-publicitaires-ecarts\/\">pourquoi Google Ads, Meta et GA4 ne comptent jamais les m\u00eames conversions<\/a> et comment <a href=\"\/leads-qualifies-google-ads-optimisation\/\">optimiser vos campagnes sur la qualit\u00e9 des leads<\/a>. Je reviens aussi sur la fa\u00e7on dont un <a href=\"\/freelance-sma\/\">expert SMA<\/a> rapproche les ventes revendiqu\u00e9es par Meta de celles r\u00e9ellement encaiss\u00e9es.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il existe diff\u00e9rentes raisons d&rsquo;utiliser les r\u00e9seaux sociaux et plus particuli\u00e8rement Facebook. Pourtant selon une \u00e9tude men\u00e9e par Manta, seulement 23 % des PME obtiennent un ROI positif. D\u00e9couvrez la raison du pourquoi dans cet article ! <\/p>\n","protected":false},"author":1,"featured_media":9812,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,4,55],"tags":[18],"class_list":["post-9811","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-management","category-e-commerce","category-sma","tag-facebook"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u21d2 Le retour sur investissement des campagnes publicitaires sur Facebook<\/title>\n<meta name=\"description\" content=\"Seulement 23% des marketers obtiennent un retour sur investissement facebook positif. 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