{"id":2581,"date":"2022-04-18T17:17:13","date_gmt":"2022-04-18T15:17:13","guid":{"rendered":"https:\/\/getuplead.com\/etudes-de-cas\/reduction-du-cout-par-lead-de-57-pour-talentsoft\/"},"modified":"2024-06-19T19:22:55","modified_gmt":"2024-06-19T17:22:55","slug":"talentsoft","status":"publish","type":"page","link":"https:\/\/getuplead.com\/fr\/etudes-de-cas\/talentsoft\/","title":{"rendered":"R\u00e9duction du co\u00fbt par lead de 57 % pour Talentsoft"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Le client<\/h2>\n\n<p>Fond\u00e9 en 2007, Talentsoft est le leader europ\u00e9en des logiciels de gestion des talents et plateformes d&rsquo;apprentissage. Avec plus de 11 millions d&rsquo;utilisateurs dans 130 pays, Talentsoft est un acteur incontournable des solutions de gestion du capital humain. En 2021, Talentsoft a \u00e9t\u00e9 acquis par Cegid.  <\/p>\n\n<h2 class=\"wp-block-heading\">Le d\u00e9fi<\/h2>\n\n<p>Talentsoft nous a contact\u00e9s afin de g\u00e9rer leur compte Google Ads et augmenter le nombre de prospects qualifi\u00e9s g\u00e9n\u00e9r\u00e9s tout en r\u00e9duisant le cout d&rsquo;acquisition. Avant notre intervention, le co\u00fbt par lead \u00e9tait trop \u00e9lev\u00e9 pour \u00eatre rentable ainsi que le taux de conversion qui n&rsquo;\u00e9tait que de 0,96 %.   <\/p>\n\n<h2 class=\"wp-block-heading\">Services<\/h2>\n\n<ul class=\"wp-block-list\">\n<li>Objectifs de conversions et mise en place du suivi des conversions<\/li>\n\n\n\n<li>Recherche de mots cl\u00e9s et analyse de march\u00e9<\/li>\n\n\n\n<li>Recherche payante Google et remarketing display<\/li>\n\n\n\n<li>Optimisation des pages de destination et des conversions<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">La solution<\/h2>\n\n<h3 class=\"wp-block-heading\">\u00c9tape 1 &#8211; Impl\u00e9mentation du suivi de conversion des annonces Google ads avec Google Tag Manager<\/h3>\n\n<p>Avoir un suivi des conversions correcte est essentiel pour mesurer le succ\u00e8s d&rsquo;une campagne &#8211; Lorsque cela n&rsquo;est pas configur\u00e9 correctement, il est impossible d&rsquo;optimiser une campagne<\/p>\n\n<p>Lorsque nous avons analys\u00e9 le suivi des conversions de Talentsoft nous avons constat\u00e9 que lorsqu&rsquo;un internaute visitait une landing page cela \u00e9tait comptabilis\u00e9 comme une conversion. <\/p>\n\n<p>Notre <a href=\"https:\/\/getuplead.com\/saas-ppc-agency\/\" target=\"_blank\" rel=\"noreferrer noopener\">agence SEA pour entreprises SaaS<\/a> avons donc mis en place et v\u00e9rifi\u00e9 tous les points de conversion importants : inscription \u00e0 l&rsquo;essai gratuit, formulaire de d\u00e9mo et formulaire de contact. Lorsque nous configurons le suivi des conversions, nous ne suivons que les leads confirm\u00e9s afin de nous assurer que l&rsquo;action correcte a \u00e9t\u00e9 effectu\u00e9e et de pouvoir optimiser en cons\u00e9quence.<\/p>\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/getuplead.com\/wp-content\/uploads\/Screenshot-2022-04-18-at-14.20.35.png\" alt=\"\" class=\"wp-image-3202\"\/><\/figure>\n\n<p>Une fois le mapping des conversions r\u00e9alis\u00e9 avec un tableur Google nous les avons implement\u00e9 avec Google tag manager<\/p>\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/getuplead.com\/wp-content\/uploads\/Screenshot-2022-04-18-at-16.34.26.png\" alt=\"\" class=\"wp-image-3203\"\/><\/figure>\n\n<h3 class=\"wp-block-heading\">\u00c9tape 2 &#8211; Restructuration et ajout de nouvelles campagnes<\/h3>\n\n<p>Afin de g\u00e9rer plus efficacement les diff\u00e9rents groupes de mots-cl\u00e9s, nous avons cr\u00e9\u00e9 10 campagnes suppl\u00e9mentaires et plus de 30 nouveaux groupes d&rsquo;annonces pour chaque pays cibl\u00e9.  <\/p>\n\n<p>Nous avons aussi effectu\u00e9 une recherche de mots-cl\u00e9s n\u00e9gatifs avant de lancer les nouvelles campagnes. Cela permet d&rsquo;\u00e9viter des d\u00e9penses de clics non pertinents. <\/p>\n\n<p>D&rsquo;autant plus que l&rsquo;impl\u00e9mentation de mots clefs n\u00e9gatifs permet d&rsquo;\u00e9vietr une canibalisation des mots clefs redondants entre plusieurs campagnes <\/p>\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/getuplead.com\/wp-content\/uploads\/Screenshot-2022-04-18-at-16.39.51.png\" alt=\"\" class=\"wp-image-3204\"\/><\/figure>\n\n<h3 class=\"wp-block-heading\">\u00c9tape 3 &#8211; Restructuration des campagnes<\/h3>\n\n<p>nous avons cr\u00e9\u00e9 10 campagnes suppl\u00e9mentaires et plus de 30 nouveaux groupes d&rsquo;annonces pour chaque pays cibl\u00e9. <\/p>\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/getuplead.com\/wp-content\/uploads\/Screenshot-2022-04-18-at-16.45.48.png\" alt=\"\" class=\"wp-image-3206\"\/><\/figure>\n\n<p>\u00a0<\/p>\n\n<p>Ceci a permis d&rsquo;avoir une segmentation plus pr\u00e9cise des campagnes suivant les pays et groupes de mots-cl\u00e9s afin de facilit\u00e9r la gestion en interne de chaque pays.<\/p>\n\n<h3 class=\"wp-block-heading\">\u00c9tape 4 &#8211; Am\u00e9lioration du copywriting<\/h3>\n\n<p>Nous avons cr\u00e9es plusieurs nouvelles annonces en mettant en avant les b\u00e9n\u00e9fices et pain-points du buyer persona. Chaque groupe d&rsquo;annonces incluant 3 annonces diff\u00e9rentes en A\/B test.  <\/p>\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/getuplead.com\/wp-content\/uploads\/\/Disen&#x303;o-sin-ti&#x301;tulo-2-1024x576.png\" alt=\"\" class=\"wp-image-3212\"\/><\/figure>\n\n<h3 class=\"wp-block-heading\">\u00c9tape 5 &#8211; Am\u00e9lioration des pages de destination<\/h3>\n\n<p>Nous avons cr\u00e9\u00e9 une landing page sp\u00e9cifique pour chacune des campagnes. Une fois ces pages de destination implement\u00e9es nous avons test\u00e9 et optimis\u00e9 diff\u00e9rents design et messages afin d&rsquo;am\u00e9liorer le taux de conversion. <\/p>\n\n<p>Ceci \u00e0 permet d&rsquo;am\u00e9liorer significativement les performances des campagnes<\/p>\n\n<h2 class=\"wp-block-heading\">R\u00e9sultats<\/h2>\n\n<p>Gr\u00e2ce \u00e0 notre m\u00e9thodologie nous avons pu am\u00e9liorer de fa\u00e7on significative le nombre de leads qualifi\u00e9s pour ce compte en baissant de 57% le co\u00fbt pa lead.<\/p>\n\n<p>De l&rsquo;audit des r\u00e9sultats en passant par la recherche des mot-cl\u00e9s, le suivi des conversions et l&rsquo;optimisation des pages de destinations. Une approche globale des diff\u00e9rent leviers SEA est la clef du succ\u00e8s pour la refonte d&rsquo;un compte Google ads.<\/p>\n\n<ul class=\"wp-block-list\">\n<li> <strong>Co\u00fbt par acquisition r\u00e9duit de 57 % <\/strong><\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li><strong> Am\u00e9lioration du taux de conversion de 79 %<\/strong><\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li><strong> Am\u00e9lioration de 48 % du taux de clics sur les annonces de recherche.<\/strong><\/li>\n<\/ul>\n\n<p><em><strong>Si vous souhaitez en savoir plus sur la fa\u00e7on dont nous aidons les entreprises B2B SaaS et Tech \u00e0 augmenter leur MRR gr\u00e2ce \u00e0 la publicit\u00e9 en ligne, n\u2019h\u00e9sitez pas \u00e0 <a href=\"https:\/\/getuplead.com\/contact\/\">nous contacter<\/a> ou \u00e0 nous envoyer un e-mail d\u00e8s aujourd\u2019hui \u00e0 <a href=\"mailto:info@getuplead.com\" target=\"_blank\" rel=\"noreferrer noopener\">info@getuplead.com<\/a>, un membre de notre \u00e9quipe vous r\u00e9pondra.<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le client Fond\u00e9 en 2007, Talentsoft est le leader europ\u00e9en des logiciels de gestion des talents et plateformes d&rsquo;apprentissage. Avec plus de 11 millions d&rsquo;utilisateurs dans 130 pays, Talentsoft est un acteur incontournable des solutions de gestion du capital humain. En 2021, Talentsoft a \u00e9t\u00e9 acquis par Cegid. Le d\u00e9fi Talentsoft nous a contact\u00e9s afin [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":1609,"parent":2572,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-2581","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>R\u00e9duction du co\u00fbt par lead de 57 % pour Talentsoft - Getuplead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/getuplead.com\/fr\/etudes-de-cas\/talentsoft\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"R\u00e9duction du co\u00fbt par lead de 57 % pour Talentsoft - Getuplead\" \/>\n<meta property=\"og:description\" content=\"Le client Fond\u00e9 en 2007, Talentsoft est le leader europ\u00e9en des logiciels de gestion des talents et plateformes d&rsquo;apprentissage. Avec plus de 11 millions d&rsquo;utilisateurs dans 130 pays, Talentsoft est un acteur incontournable des solutions de gestion du capital humain. En 2021, Talentsoft a \u00e9t\u00e9 acquis par Cegid. 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