Rï¿½gime sec sur Adwords ?

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Rï¿½gime sec sur Adwords ?

Les enchï¿½res sur les mots clï¿½s sont-elles accessibles ï¿½ tous les budgets ? Sont-elles efficaces pour tous les sites ? Dï¿½but de rï¿½ponse.

Il y a quelque chose de sï¿½duisant dans les offres dï¿½achats de mots clï¿½s aux enchï¿½res : le paiement au clic, la prï¿½sence sur les premiï¿½res pages, la mise en valeur de votre lien, la souplesse de communication, la notoriï¿½tï¿½ grimpante ... Vraiment allï¿½chante comme offre de rï¿½fï¿½rencement payant.

Dï¿½autant que ces campagnes prï¿½sentent quatre avantages importants :
- Budget maï¿½trisï¿½
- Contrï¿½le de la durï¿½e
- Large ï¿½ventail de mots clï¿½s
- Souplesse : modification de lï¿½annonce en cours de campagne

Faut-il cependant cï¿½der aux charmes des Adwords et des ContentMatch sans se poser de questions ? Evidemment non, surtout avec un budget limitï¿½.

Dans quels cas les professionnels du rï¿½fï¿½rencement prï¿½conisent-ils des achats de mots clï¿½s ?
- Pour les grands comptes et les gros budgets, puisque leur efficacitï¿½ est ï¿½tonnante. Surtout ne pas se priver si on en a les moyens.
- Pour les petits sites de vente ï¿½ forte valeur ajoutï¿½e. ï¿½ Un clic ï¿½ 25 centimes dï¿½euros qui permet la vente dï¿½une tractopelle ou dï¿½une piscine, ï¿½a vaut le coup ï¿½, explique un spï¿½cialiste.
- Pour les ï¿½ petits paniers ï¿½ le choix de mots clï¿½s fera la rï¿½ussite de lï¿½opï¿½ration de communication.
- Lï¿½ï¿½vï¿½nementiel : vous organisez un ï¿½vï¿½nement, vous lancez un site ou une version 2... Lï¿½achat de mots clï¿½s est sï¿½rement une des meilleures promotions. On peut se le permettre mï¿½me avec un petit budget.

On entre lï¿½ dans la stratï¿½gie pure de lï¿½achat de mots clï¿½s. Pour des petits budgets, on prï¿½conise des mots clï¿½s trï¿½s spï¿½cifiques : les enchï¿½res ne sont pas ï¿½levï¿½es. Les personnes qui les taperont seront forcï¿½ment intï¿½ressï¿½es par votre offre.
Un exemple :
Le mot clï¿½ ï¿½ hï¿½tel ï¿½ est trï¿½s prisï¿½, inaccessible aux petits budgets. Par contre ï¿½ hï¿½tel Aubagne ï¿½ coï¿½tera beaucoup moins cher car il est plus prï¿½cis.

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