{"id":6680,"date":"2025-03-25T15:29:11","date_gmt":"2025-03-25T19:29:11","guid":{"rendered":"https:\/\/www.pertinencemedia.com\/?p=6680"},"modified":"2025-03-26T10:33:29","modified_gmt":"2025-03-26T14:33:29","slug":"pinteretst-ads-outil-de-notoriete","status":"publish","type":"post","link":"https:\/\/www.pertinencemedia.com\/fr\/blog\/pinteretst-ads-outil-de-notoriete\/","title":{"rendered":"Pinterest Ads : un outil de notori\u00e9t\u00e9 souvent sous-estim\u00e9"},"content":{"rendered":"\n
Pinterest est souvent per\u00e7u comme un simple outil d\u2019inspiration, mais il s\u2019agit en r\u00e9alit\u00e9 d\u2019un levier puissant pour accro\u00eetre la notori\u00e9t\u00e9 d\u2019une marque. Contrairement aux plateformes ax\u00e9es sur la conversion imm\u00e9diate, elle permet de toucher un public en phase de d\u00e9couverte, \u00e9largissant ainsi l\u2019audience au-del\u00e0 de celle d\u00e9j\u00e0 pr\u00e9sente sur des canaux visuels comme Meta ou Performance Max. M\u00eame si certaines th\u00e9matiques dominent sur la plateforme \u2013 telles que la d\u00e9coration, le DIY, la cuisine ou la mode \u2013, les entreprises \u00e9voluant en dehors de ces cat\u00e9gories populaires ont tout int\u00e9r\u00eat \u00e0 consid\u00e9rer Pinterest dans leur strat\u00e9gie. Il est aussi important de savoir que son accessibilit\u00e9 budg\u00e9taire constitue un atout majeur : avec des co\u00fbts par clic (CPC) et par mille impressions (CPM) g\u00e9n\u00e9ralement plus bas que sur d\u2019autres plateformes, Pinterest Ads offre une opportunit\u00e9 int\u00e9ressante aux annonceurs souhaitant accro\u00eetre leur visibilit\u00e9 sans engager de d\u00e9penses \u00e9lev\u00e9es.<\/p>\n\n\n\n
<\/div>\n\n\n\n
Techniques pour b\u00e2tir des audiences engag\u00e9es<\/strong><\/h2>\n\n\n\n
Pour b\u00e2tir des audiences engag\u00e9es sur Pinterest, plusieurs techniques peuvent \u00eatre mises en place. Une premi\u00e8re approche consiste \u00e0 tester diff\u00e9rents types d’audiences afin de d\u00e9terminer celle qui g\u00e9n\u00e8re les meilleures performances.<\/p>\n\n\n\n
Pinterest propose une liste exhaustive d\u2019int\u00e9r\u00eats pr\u00e9-\u00e9tablis, allant des marathons aux articles pour oiseaux, ce qui permet de cibler pr\u00e9cis\u00e9ment les utilisateurs en fonction de leurs passions ou besoins. L\u2019objectif ici est de s\u00e9lectionner tous les int\u00e9r\u00eats qui correspondent aux produits ou services que vous souhaitez promouvoir, afin d\u2019atteindre un public qui partage des affinit\u00e9s avec votre offre.<\/p>\n\n\n\n<\/figure>\n\n\n\n
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Audience de mots-cl\u00e9s<\/strong><\/p>\n\n\n\n
Une autre technique pour cr\u00e9er des audiences engag\u00e9es est l\u2019utilisation des mots-cl\u00e9s. Vous pouvez ajouter des mots-cl\u00e9s que vous souhaitez associer \u00e0 vos annonces. Pinterest vous permet aussi de voir le nombre de recherches mensuelles estim\u00e9es pour chaque mot-cl\u00e9, ce qui aide \u00e0 choisir les plus pertinents pour toucher votre public cible.<\/p>\n\n\n\n<\/figure>\n\n\n\n
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Audience Actalike<\/strong><\/p>\n\n\n\n
Une audience Actalike sur Pinterest regroupe des utilisateurs ayant des comportements similaires \u00e0 ceux de votre audience actuelle. Pinterest utilise les donn\u00e9es de vos visiteurs, utilisateurs engag\u00e9s ou clients pour trouver de nouvelles personnes int\u00e9ress\u00e9es par votre marque. Pour cr\u00e9er une audience Actalike, commencez par d\u00e9finir une audience de remarketing, puis utilisez l’outil de Pinterest pour g\u00e9n\u00e9rer l’audience Actalike \u00e0 partir de celle-ci.<\/p>\n\n\n\n<\/figure>\n\n\n\n
<\/div>\n\n\n\n
Audience g\u00e9ographique<\/strong><\/p>\n\n\n\n
L\u2019audience g\u00e9ographique permet de cibler un territoire sp\u00e9cifique sans se concentrer sur des caract\u00e9ristiques d\u2019audience trop pr\u00e9cises. Vous pouvez simplement choisir une r\u00e9gion \u00e0 cibler. Il est conseill\u00e9 d’ajouter quelques crit\u00e8res d\u00e9mographiques, comme l’\u00e2ge ou le sexe, pour affiner votre ciblage et toucher un public plus pertinent.<\/p>\n\n\n\n<\/figure>\n\n\n\n
<\/div>\n\n\n\n
Si l\u2019objectif est de se concentrer sur la conversion en reciblant des audiences existantes, plusieurs options sont possibles :<\/p>\n\n\n\n
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Remarketing sur le site web<\/strong> : cibler les utilisateurs qui ont d\u00e9j\u00e0 visit\u00e9 votre site.<\/li>\n\n\n\n
Remarketing sur les interactions avec les Pins<\/strong> : cibler les personnes ayant interagi avec vos Pins (enregistr\u00e9s, cliqu\u00e9s, etc.).<\/li>\n\n\n\n
Listes de clients<\/strong> : importer une liste de clients existants pour les cibler avec des annonces personnalis\u00e9es.<\/li>\n<\/ol>\n\n\n\n
Ces options permettent de toucher des utilisateurs d\u00e9j\u00e0 engag\u00e9s et de les inciter \u00e0 passer \u00e0 l\u2019action.<\/p>\n\n\n\n<\/figure>\n\n\n\n
<\/div>\n\n\n\n
Ressources et outils pour optimiser vos campagnes Pinterest<\/strong><\/h2>\n\n\n\n
Ench\u00e8res automatiques<\/strong> : Ajustez automatiquement votre ench\u00e8re en temps r\u00e9el pour obtenir les meilleurs r\u00e9sultats au co\u00fbt le plus bas possible.<\/p>\n\n\n\n
Ciblage Performance+<\/strong> : Laissez Pinterest \u00e9largir automatiquement votre audience en fonction de signaux en temps r\u00e9el, afin d’afficher vos annonces aux personnes les plus susceptibles de convertir (achat, inscription, clics, etc.).<\/p>\n\n\n\n<\/figure>\n\n\n\n
Budget Performance+<\/strong> : Permettez \u00e0 Pinterest d’ajuster les d\u00e9penses certains jours et d\u2019\u00e9conomiser d\u2019autres jours, tout en maintenant un budget quotidien moyen pour maximiser les opportunit\u00e9s.<\/p>\n\n\n\n
Diff\u00e9rents formats<\/strong> : Pour mieux comprendre ce qui r\u00e9sonne avec votre audience, variez vos annonces. Pinterest propose divers formats, comme les annonces statiques, vid\u00e9o, collection, carrousel, shopping, et bien plus encore.<\/p>\n\n\n\n
Pinterest Trends<\/strong> : L\u2019outil Pinterest Trends aide les annonceurs \u00e0 rep\u00e9rer les tendances populaires et \u00e9mergentes sur la plateforme. Il fournit des insights sur les sujets en vogue, les int\u00e9r\u00eats saisonniers et les comportements des utilisateurs selon la r\u00e9gion, l\u2019\u00e2ge et le sexe. Cela permet de cr\u00e9er du contenu pertinent, d\u2019optimiser le ciblage des publicit\u00e9s et de rester en avance sur la concurrence, en am\u00e9liorant l’engagement et le retour sur investissement.<\/p>\n\n\n\n
<\/div>\n\n\n\n
En conclusion<\/strong><\/h2>\n\n\n\n
Pinterest est un levier puissant en pleine croissance pour accro\u00eetre la notori\u00e9t\u00e9 de votre marque et toucher de nouvelles audiences \u00e0 moindre co\u00fbt. Si vous souhaitez exploiter son potentiel, contactez-nous pour mettre en place une strat\u00e9gie sur mesure.<\/p>\n","protected":false},"excerpt":{"rendered":"
Pinterest est souvent per\u00e7u comme un simple outil d\u2019inspiration, mais il s\u2019agit en r\u00e9alit\u00e9 d\u2019un levier puissant pour accro\u00eetre la notori\u00e9t\u00e9 d\u2019une marque. Contrairement aux plateformes ax\u00e9es sur la conversion imm\u00e9diate, elle permet de toucher un public en phase de d\u00e9couverte, \u00e9largissant ainsi l\u2019audience au-del\u00e0 de celle d\u00e9j\u00e0 pr\u00e9sente sur des canaux visuels comme Meta […]<\/p>\n","protected":false},"author":1,"featured_media":6696,"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":[431],"tags":[],"ppma_author":[536],"class_list":["post-6680","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-numerique","entry","has-media"],"yoast_head":"\n
L\u2019importance des first-party data<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment collecter vos donn\u00e9es via vos propres sources peut \u00eatre un avantage concurrentiel.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pertinencemedia.com\/fr\/blog\/pinteretst-ads-outil-de-notoriete\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019importance des first-party data\" \/>\n<meta property=\"og:description\" content=\"D\u00e9couvrez comment collecter vos donn\u00e9es via vos propres sources peut \u00eatre un avantage concurrentiel.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.pertinencemedia.com\/fr\/blog\/pinteretst-ads-outil-de-notoriete\/\" \/>\n<meta property=\"og:site_name\" content=\"Pertinence Media\" \/>\n<meta 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