{"id":6202,"date":"2022-10-27T15:58:16","date_gmt":"2022-10-27T19:58:16","guid":{"rendered":"https:\/\/www.pertinencemedia.com\/?p=6202"},"modified":"2023-07-06T11:36:18","modified_gmt":"2023-07-06T15:36:18","slug":"introduction-a-amazon-ads-et-le-seller-central-demystifier-le-medium","status":"publish","type":"post","link":"https:\/\/www.pertinencemedia.com\/fr\/blog\/introduction-a-amazon-ads-et-le-seller-central-demystifier-le-medium\/","title":{"rendered":"Introduction \u00e0 Amazon Ads et le Seller Central : D\u00e9mystifier le m\u00e9dium"},"content":{"rendered":"\t\t
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Depuis le d\u00e9but de la pand\u00e9mie, la popularit\u00e9 et le besoin pour le num\u00e9rique ont pouss\u00e9 la plupart des entreprises \u00e0 revoir leurs priorit\u00e9s en mati\u00e8re de publicit\u00e9. La croissance du march\u00e9 du commerce en ligne \u00e0 rendu le m\u00e9dium indispensable pour assurer aux entreprises un plus grand niveau de succ\u00e8s. Dans le cas d\u2019Amazon, la hausse en popularit\u00e9 de la plateforme l\u2019a transform\u00e9 en un endroit o\u00f9 il est non seulement facile d\u2019y magasiner, mais d\u2019y promouvoir ses produits et de g\u00e9n\u00e9rer d\u2019impressionnants retours sur investissement comparables \u00e0 Google et M\u00e9ta Shopping. Nous passerons donc en revue les principaux crit\u00e8res pour avoir du succ\u00e8s sur Amazon Ads ainsi que les diff\u00e9rentes actions publicitaires qui sont possibles sur la plateforme.<\/p>

Amazon Seller Central<\/h2>

\u00catre un Amazon Seller est obligatoire pour assurer le contr\u00f4le de ses produits, son inventaire, et aux marketplaces. \u00c7a permet aussi d\u2019avoir acc\u00e8s au badge Prime<\/em>. Selon une statistique, les membres Amazon Prime d\u00e9pensent pr\u00e8s du double de ce que d\u00e9pensent les clients non-membres par ann\u00e9e (Arishekar, 2022). Avoir acc\u00e8s \u00e0 cette client\u00e8le \u00e0 travers le FBA avec le badge Prime peut \u00eatre extr\u00eamement b\u00e9n\u00e9fique. De l\u00e0, le Seller <\/em>peut vendre directement aux consommateurs sur Amazon, sans que la plateforme n\u2019ai \u00e0 acheter les produits pour les revendre elle-m\u00eame et peut aussi cr\u00e9er son propre r\u00e9f\u00e9rencement. De fa\u00e7on similaire \u00e0 Google, les produits doivent contenir un titre adapt\u00e9 d\u2019au plus 200 caract\u00e8res, 5 informations importantes sur le produit, des images, et plus. Donc, le Seller <\/em>est ma\u00eetre de ses produits, ses prix, son inventaire, et aussi des commentaires (notes).<\/p>

Une chose importante \u00e0 noter est le fait que la plateforme Amazon utilise du r\u00e9f\u00e9rencement organique de la m\u00eame mani\u00e8re que tout moteur de recherche (ex : Google, Bing\u2026). Plusieurs facteurs influencent les r\u00e9sultats de recherche et les performances de chaque produit. En voici quelques-uns :<\/p>

a. \u00a0 \u00a0 \u00a0 Les titres et descriptions doivent comporter des mots-cl\u00e9s propres \u00e0 chaque produit ;<\/p>

b.\u00a0 \u00a0 \u00a0 \u00a0 Les descriptions en bullet points <\/em>doivent \u00eatre compl\u00e8tes et riches en information ;<\/p>

c. \u00a0 \u00a0 \u00a0 Un minimum de 15 reviews<\/em> avec une moyenne de 3.5\/5 ;<\/p>

d. \u00a0 \u00a0 \u00a0 Des prix avantageux, mais r\u00e9alistes ;<\/p>

e. \u00a0 \u00a0 \u00a0 Avoir ses produits Fulfilled by Amazon <\/em>(i.e. qui sont distribu\u00e9s par Amazon)<\/p>

Brand Registry<\/h2>

Une fois le processus de Seller Central <\/em>compl\u00e9t\u00e9, le vendeur a acc\u00e8s au Brand Registry<\/em>. Le Brand Registry <\/em>permet de montrer que le vendeur est bel et bien propri\u00e9taire de ses produits et\/ou sa marque. Cette \u00e9tape est essentielle puisqu\u2019elle assure que le vendeur n\u2019est pas en r\u00e9alit\u00e9 un revendeur non-autoris\u00e9, assurant ainsi que les ventes et les profits vont au propri\u00e9taire de la marque. Pour s\u2019enregistrer, le vendeur doit fournir :<\/p>

a. \u00a0 \u00a0 \u00a0 Le nom de la marque avec son trademark <\/em>enregistr\u00e9 et actif ;<\/p>

b. \u00a0 \u00a0 \u00a0 Le num\u00e9ro de trademark <\/em>;<\/p>

c. \u00a0 \u00a0 \u00a0 Une liste de cat\u00e9gories o\u00f9 la marque sera list\u00e9e sur la plateforme.<\/p>

Une fois la marque enregistr\u00e9e, le vendeur aura acc\u00e8s \u00e0 plusieurs param\u00e8tres d\u2019optimisation sur la plateforme tels que la modification du contenu descriptif des produits (titres, descriptions\u2026), le listing<\/em> multi-language, du contenu A+, un Storefront<\/em>, et bien plus.<\/p>

Amazon Ads\/PPC<\/h2>

Apr\u00e8s avoir enregistr\u00e9 sa marque et configur\u00e9 son Amazon Seller<\/em>, il est temps de faire de la publicit\u00e9 ! Amazon Ads permet de pousser vos ventes \u00e0 l\u2019aide de campagnes publicitaires propres \u00e0 la plateforme sous trois branches : les Sponsored Products, Sponsored Brands, <\/em>et Sponsored Display.\u00a0<\/em>\u00a0<\/p>

Les 3 diff\u00e9rentes options publicitaires sur Amazon<\/strong><\/h2>

Sponsored Products<\/h2>

L’\u00e9quivalent Amazon des campagnes Search <\/em>sur Google. Le vendeur y b\u00e2tit une liste de mots-cl\u00e9s, choisit un mode de targeting <\/em>(soit manuel ou automatique), et une strat\u00e9gie d’ench\u00e8res (dynamique ou fixe). Pour le ciblage, le mode automatique permet \u00e0 Amazon de comprendre le produit et de g\u00e9n\u00e9rer une liste de mots-cl\u00e9s n\u00e9gatifs. Pour la strat\u00e9gie d\u2019ench\u00e8re, le mode dynamique laisse Amazon jouer avec le montant de l\u2019ench\u00e8re (bid) selon les annonces qui sont plus susceptibles de g\u00e9n\u00e9rer des conversions. Le mode fixe conserve l\u2019ench\u00e8re (bid) stable tout le long de la campagne.<\/p>

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Sponsored Display<\/h2>

L\u2019\u00e9quivalent Amazon des campagnes Display <\/em>sur Google. Elles peuvent \u00eatre affich\u00e9es en banni\u00e8re sur les pages de recherche ou d\u2019achat de produits, sur la page principale d\u2019Amazon, ainsi que sur certains sites partenaires (third-party). <\/em>La strat\u00e9gie d’ench\u00e8res est importante afin d\u2019assurer un roulement optimal de ses annonces. Sur Amazon, le vendeur doit choisir entre un CPC (co\u00fbt-par-clic), qui optimisera le nombre de clics g\u00e9n\u00e9r\u00e9s par l\u2019annonce, ou un vCPM (co\u00fbt-par-mille impressions), qui optimisera le nombre d\u2019impressions de l\u2019annonce. Pour un produit qui fait son entr\u00e9e sur le march\u00e9, une strat\u00e9gie de vCPM est souvent sugg\u00e9r\u00e9e puisqu\u2019elle engendrera plus de notori\u00e9t\u00e9 et de reconnaissance au produit. \u00c0 l\u2019inverse, un produit mature sera mieux servi avec une strat\u00e9gie de CPC, o\u00f9 l\u2019objectif est strictement de maximiser les ventes.<\/p>

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Sponsored Brands<\/h2>

Ce format agit comme interm\u00e9diaire entre le Sponsored Products <\/em>et le Sponsored Display. <\/em>La strat\u00e9gie d\u2019une telle campagne est de faire cro\u00eetre la notori\u00e9t\u00e9 d\u2019une marque en entier, non pas d\u2019un seul produit sp\u00e9cifique. C\u2019est donc la meilleure fa\u00e7on de promouvoir ses produits et sa marque en m\u00eame temps, mais \u00e0 un co\u00fbt plus \u00e9lev\u00e9 que les autres campagnes puisqu\u2019on peut y avoir \u00e0 la fois des annonces visuelles statiques, des vid\u00e9os, des collections de produits, et bien plus. Il est toutefois recommand\u00e9 d\u2019int\u00e9grer les campagnes Sponsored Brands <\/em>aux campagnes Sponsored Products <\/em>afin d\u2019utiliser les mots-cl\u00e9s de cette derni\u00e8re. Donc, une marque qui cherche non seulement \u00e0 augmenter sa notori\u00e9t\u00e9, mais \u00e0 propulser ses ventes en m\u00eame temps serait en mesure d\u2019atteindre de meilleurs r\u00e9sultats avec une campagne Sponsored Brand <\/em>en parall\u00e8le d\u2019une Sponsored Products.\u00a0<\/em><\/p>

<\/p>

Pour terminer,<\/h2>

Voil\u00e0 ! Cette courte introduction \u00e0 Amazon devrait vous avoir aid\u00e9 \u00e0 d\u00e9mystifier le m\u00e9dium et vous donner envie d\u2019y impl\u00e9menter votre propre strat\u00e9gie marketing.\u00a0<\/p>

L\u2019important pour toute entreprise d’e Commerce qui souhaite se lancer sur Amazon est d\u2019avoir une strat\u00e9gie marketing propre \u00e0 la plateforme.Si vous souhaitez d\u00e9velopper votre pr\u00e9sence sur Amazon ou simplement y introduire vos produits et votre marque, nos experts Amazon chez Pertinence Media sauront vous aider tout au long du processus. Que ce soit pour augmenter vos ventes, d\u00e9velopper votre marketing, ou lancer votre pr\u00e9sence sur la plateforme Amazon, consultez la page Amazon Ads sur notre site<\/a> et voyez comment notre expertise peut vous b\u00e9n\u00e9ficier.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Depuis le d\u00e9but de la pand\u00e9mie, la popularit\u00e9 et le besoin pour le num\u00e9rique ont pouss\u00e9 la plupart des entreprises \u00e0 revoir leurs priorit\u00e9s en mati\u00e8re de publicit\u00e9. La croissance du march\u00e9 du commerce en ligne \u00e0 rendu le m\u00e9dium indispensable pour assurer aux entreprises un plus grand niveau de succ\u00e8s. Dans le cas d\u2019Amazon, […]<\/p>\n","protected":false},"author":6,"featured_media":6211,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","osh_disable_topbar_sticky":"default","osh_disable_header_sticky":"default","osh_sticky_header_style":"default","osh_sticky_header_effect":"","osh_custom_sticky_logo":0,"osh_custom_retina_sticky_logo":0,"osh_custom_sticky_logo_height":0,"osh_background_color":"","osh_links_color":"","osh_links_hover_color":"","osh_links_active_color":"","osh_links_bg_color":"","osh_links_hover_bg_color":"","osh_links_active_bg_color":"","osh_menu_social_links_color":"","osh_menu_social_hover_links_color":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[423],"tags":[],"ppma_author":[534],"class_list":["post-6202","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-commerce-electronique","entry","has-media"],"yoast_head":"\nPertinence Media | Amazon Ads et le Seller Central<\/title>\n<meta name=\"description\" content=\"La plateforme Amazon Ads gagne en popularit\u00e9, autant pour les consommateurs que les vendeurs. 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