{"id":3080,"date":"2025-06-02T14:17:29","date_gmt":"2025-06-02T14:17:29","guid":{"rendered":"https:\/\/ursa.marketing\/?p=3080"},"modified":"2025-06-04T15:28:25","modified_gmt":"2025-06-04T15:28:25","slug":"google-ads-cookies-tiers-et-annonces-shopping-sur-pinterest-ce-que-les-marketers-doivent-savoir-en-juin-2025","status":"publish","type":"post","link":"https:\/\/ursa.marketing\/fr\/google-ads-cookies-tiers-et-annonces-shopping-sur-pinterest-ce-que-les-marketers-doivent-savoir-en-juin-2025\/","title":{"rendered":"Google Ads, cookies tiers et annonces Shopping sur Pinterest : ce que les marketers doivent savoir en juin 2025"},"content":{"rendered":"<h2>Google Ads d\u00e9voile une nouvelle \u00e8re de la publicit\u00e9 sur Search avec AI Max<\/h2>\n<p><span style=\"font-weight: 400;\">En mai 2025, Google a annonc\u00e9 <\/span><a href=\"https:\/\/blog.google\/products\/ads-commerce\/google-ai-max-for-search-campaigns\/#controls\"><span style=\"font-weight: 400;\">le lancement d\u2019AI Max<\/span><\/a><span style=\"font-weight: 400;\">, une nouvelle suite de fonctionnalit\u00e9s publicitaires int\u00e9gr\u00e9es aux campagnes Search. D\u00e9ploy\u00e9e en version b\u00eata \u00e0 l\u2019\u00e9chelle mondiale, cette nouveaut\u00e9 vise \u00e0 exploiter le potentiel de l\u2019intelligence artificielle pour am\u00e9liorer la performance, la port\u00e9e et la pertinence des annonces.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">AI Max met en valeur certaines fonctionnalit\u00e9s d\u00e9j\u00e0 disponibles en Search, notamment :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">L\u2019\u00e9largissement des requ\u00eates gr\u00e2ce \u00e0 une combinaison intelligente de mots-cl\u00e9s en requ\u00eate large et de correspondance sans mot-cl\u00e9;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">La personnalisation dynamique des annonces selon l\u2019intention de recherche, \u00e0 partir des pages de destination et des composantes publicitaires existantes;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">L\u2019ajustement automatique de la page de destination la plus pertinente selon la requ\u00eate.<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-3081 aligncenter\" src=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Nouvelles-marketing-Infolettre-Ursa.gif\" alt=\"ai max\" width=\"598\" height=\"336\" \/><\/p>\n<p><span style=\"font-weight: 400;\">De nouvelles fonctionnalit\u00e9s s\u2019y ajoutent \u00e9galement, telles que :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Le ciblage par zone g\u00e9ographique d\u2019int\u00e9r\u00eat au niveau du groupe d\u2019annonces;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">L\u2019am\u00e9lioration des rapports sur les termes de recherche et les composantes, avec de nouveaux indicateurs comme le co\u00fbt et le nombre de conversions par composante.<\/span><\/li>\n<\/ul>\n<h2>Google Ads d\u00e9ploie de nouveaux rapports d\u00e9taill\u00e9s pour mieux optimiser vos campagnes Performance Max<\/h2>\n<p><span style=\"font-weight: 400;\">Google <\/span><a href=\"https:\/\/blog.google\/products\/ads-commerce\/channel-performance-reporting-coming-to-performance-max\/\"><span style=\"font-weight: 400;\">continue de faire \u00e9voluer ses campagnes Performance Max<\/span><\/a><span style=\"font-weight: 400;\">, d\u00e9sormais utilis\u00e9es par plus d\u2019un million d\u2019annonceurs, avec l\u2019objectif d\u2019am\u00e9liorer la transparence et l\u2019optimisation. Parmi les nouveaut\u00e9s \u00e0 venir annonc\u00e9es :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Rapports par canal : Vous pourrez bient\u00f4t consulter la performance de vos campagnes sur chaque canal (YouTube, Search, Gmail, Maps, etc.), gr\u00e2ce \u00e0 une nouvelle page de visualisation des r\u00e9sultats et \u00e0 un tableau d\u00e9taill\u00e9 t\u00e9l\u00e9chargeable.<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3083 aligncenter\" src=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Nouvelles-marketing-Infolettre-Ursa-1.gif\" alt=\"rapport performance max\" width=\"596\" height=\"335\" \/><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Rapports sur les termes de recherche : Des donn\u00e9es aussi compl\u00e8tes que dans les campagnes Search traditionnelles, id\u00e9ales pour identifier les requ\u00eates les plus rentables ou exclure celles qui ne le sont pas.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Rapports enrichis sur les \u00e9l\u00e9ments cr\u00e9atifs (composantes) : Impressions, clics, co\u00fbts, valeur de conversion\u2026 Ces nouvelles donn\u00e9es vous aideront \u00e0 identifier les composantes les plus efficaces et \u00e0 maximiser la qualit\u00e9 de vos campagnes.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Recommandations par canal : D\u00e9tectez les freins potentiels sur certains canaux (ex. : absence de point de vente pour Maps, faible pertinence des pages de destination en Search).<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Google n\u2019a pas encore pr\u00e9cis\u00e9 la date de lancement en version b\u00eata de ces nouveaut\u00e9s. Restez donc \u00e0 l\u2019aff\u00fbt de leur mise en ligne, afin de profiter d\u2019outils offrant une vision compl\u00e8te et vous permettant d\u2019optimiser vos actions dans une approche omnicanale.<\/span><\/p>\n<h2>OpenAI ajoute le format Shopping \u00e0 ChatGPT<\/h2>\n<p><a href=\"https:\/\/www.wired.com\/story\/openai-adds-shopping-to-chatgpt\/\"><span style=\"font-weight: 400;\">OpenAI introduit une nouvelle fonctionnalit\u00e9 de Shopping<\/span><\/a><span style=\"font-weight: 400;\"> pour ChatGPT permettant de mettre en avant vos produits lorsqu\u2019un utilisateur lance une recherche sur la plateforme.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3085 aligncenter\" src=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Screen-Shot-2025-06-02-at-10.09.05-AM.png\" alt=\"ChatGPT Shopping\" width=\"663\" height=\"376\" srcset=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Screen-Shot-2025-06-02-at-10.09.05-AM.png 1258w, https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Screen-Shot-2025-06-02-at-10.09.05-AM-300x170.png 300w, https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Screen-Shot-2025-06-02-at-10.09.05-AM-1024x581.png 1024w, https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Screen-Shot-2025-06-02-at-10.09.05-AM-768x436.png 768w\" sizes=\"auto, (max-width: 663px) 100vw, 663px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Ce dispositif organique s\u2019appuie sur l\u2019historique de conversation et la connaissance d\u00e9velopp\u00e9e par l\u2019algorithme, garantissant ainsi des recommandations personnalis\u00e9es. Par exemple, si une conversation ant\u00e9rieure indique une pr\u00e9f\u00e9rence pour le noir, le syst\u00e8me privil\u00e9giera l\u2019affichage de v\u00eatements dans cette teinte. ChatGPT \u00e9value \u00e9galement les avantages et les inconv\u00e9nients de chaque produit ainsi que leur popularit\u00e9 aupr\u00e8s des utilisateurs, afin de maximiser la pertinence des suggestions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Restez \u00e0 l\u2019aff\u00fbt des prochaines annonces d\u2019OpenAI pour d\u00e9couvrir comment optimiser votre pr\u00e9sence sur la plateforme et tirer pleinement parti de cette nouvelle fonctionnalit\u00e9.<\/span><\/p>\n<h2>Chrome renonce \u00e0 la fin des <i>cookies<\/i> tiers<\/h2>\n<p><a href=\"https:\/\/privacysandbox.com\/news\/privacy-sandbox-next-steps\/\"><span style=\"font-weight: 400;\">Google a officiellement annonc\u00e9 l\u2019abandon de son projet<\/span><\/a><span style=\"font-weight: 400;\"> visant \u00e0 supprimer les cookies tiers dans le navigateur Chrome. Initialement pr\u00e9vue pour 2024, cette suppression avait d\u00e9j\u00e0 \u00e9t\u00e9 report\u00e9e \u00e0 plusieurs reprises. Aujourd\u2019hui, le g\u00e9ant de la tech fait marche arri\u00e8re, \u00e9voquant des d\u00e9saccords persistants avec les acteurs de l\u2019\u00e9cosyst\u00e8me publicitaire, des incertitudes r\u00e9glementaires et les limites des alternatives propos\u00e9es.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Chrome continuera donc \u00e0 offrir le choix aux utilisateurs de bloquer ou non les cookies tiers dans leurs param\u00e8tres de confidentialit\u00e9.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3087 aligncenter\" src=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Nouvelles-marketing-Infolettre-Ursa.jpg\" alt=\"cookies tiers chrome\" width=\"574\" height=\"323\" srcset=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Nouvelles-marketing-Infolettre-Ursa.jpg 1294w, https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Nouvelles-marketing-Infolettre-Ursa-300x169.jpg 300w, https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Nouvelles-marketing-Infolettre-Ursa-1024x576.jpg 1024w, https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Nouvelles-marketing-Infolettre-Ursa-768x432.jpg 768w\" sizes=\"auto, (max-width: 574px) 100vw, 574px\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">Quel est l\u2019impact pour les annonceurs?\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Cette annonce permet aux annonceurs de continuer \u00e0 s\u2019appuyer sur les cookies tiers pour le ciblage publicitaire, la mesure de performance et le <\/span><i><span style=\"font-weight: 400;\">retargeting<\/span><\/i><span style=\"font-weight: 400;\">. Mais ce sursis ne doit pas ralentir la transition vers des strat\u00e9gies plus durables. La protection de la vie priv\u00e9e reste une priorit\u00e9, et les pratiques fond\u00e9es sur des donn\u00e9es propri\u00e9taires restent incontournables.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De plus, il devient strat\u00e9gique de r\u00e9duire sa d\u00e9pendance aux g\u00e9ants du web, dont les r\u00e8gles et politiques changent fr\u00e9quemment, afin de b\u00e2tir des \u00e9cosyst\u00e8mes marketing plus r\u00e9silients. Explorer des solutions alternatives comme <\/span><a href=\"https:\/\/kuma.marketing\/fr\/\"><span style=\"font-weight: 400;\">Kuma<\/span><\/a><span style=\"font-weight: 400;\">, qui misent sur la donn\u00e9e primaire et une activation ma\u00eetris\u00e9e, peut vous aider \u00e0 reprendre le contr\u00f4le sur vos audiences et vos performances.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3089 aligncenter\" src=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Identify-your-best-customers-FR.jpg\" alt=\"kuma marketing\" width=\"687\" height=\"474\" srcset=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Identify-your-best-customers-FR.jpg 1560w, https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Identify-your-best-customers-FR-300x207.jpg 300w, https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Identify-your-best-customers-FR-1024x706.jpg 1024w, https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Identify-your-best-customers-FR-768x530.jpg 768w, https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Identify-your-best-customers-FR-1536x1059.jpg 1536w\" sizes=\"auto, (max-width: 687px) 100vw, 687px\" \/><\/p>\n<h2>Avez-vous d\u00e9j\u00e0 pens\u00e9 \u00e0 faire des annonces Shopping sur Pinterest?<\/h2>\n<p><span style=\"font-weight: 400;\">Souvent sous-estim\u00e9e dans les strat\u00e9gies publicitaires, Pinterest se distingue par la qualit\u00e9 de son audience : ses utilisateurs arrivent avec une intention claire d\u2019explorer, de s\u2019inspirer\u2026 et surtout d\u2019acheter.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Contrairement \u00e0 d\u2019autres plateformes o\u00f9 l\u2019attention peut \u00eatre volatile, Pinterest capte une attention plus engag\u00e9e et intentionnelle, ce qui en fait un levier particuli\u00e8rement puissant pour les campagnes Shopping.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3091 aligncenter\" src=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Screen-Shot-2025-06-02-at-10.12.55-AM.png\" alt=\"pinterest shopping ads\" width=\"534\" height=\"379\" srcset=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Screen-Shot-2025-06-02-at-10.12.55-AM.png 1208w, https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Screen-Shot-2025-06-02-at-10.12.55-AM-300x213.png 300w, https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Screen-Shot-2025-06-02-at-10.12.55-AM-1024x727.png 1024w, https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Screen-Shot-2025-06-02-at-10.12.55-AM-768x545.png 768w\" sizes=\"auto, (max-width: 534px) 100vw, 534px\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">Et c\u00f4t\u00e9 performance publicitaire?\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Les co\u00fbts publicitaires sur Pinterest <\/span><a href=\"https:\/\/blog.hootsuite.com\/pinterest-ads\/\"><span style=\"font-weight: 400;\">sont souvent plus comp\u00e9titifs<\/span><\/a><span style=\"font-weight: 400;\"> que sur Meta ou Google, notamment dans des secteurs comme la mode, la d\u00e9coration ou les produits pour la maison. Voici quelques chiffres indicatifs :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Environ 0,10$ par clic<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">En moyenne 2$ par conversion<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">CPM autour de 1,50$<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Ces m\u00e9triques sont issues d\u2019utilisateurs investissant en moyenne 500$ par mois sur la plateforme, ce qui montre qu\u2019il n\u2019est pas n\u00e9cessaire d\u2019avoir un budget \u00e9norme pour commencer \u00e0 exploiter Pinterest efficacement.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Comment d\u00e9marrer vos annonces Shopping sur Pinterest?\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Pour lancer vos campagnes, commencez par int\u00e9grer votre catalogue de produits \u00e0 Pinterest dans le gestionnaire de catalogues. Optimisez ensuite les titres, images et descriptions en suivant les bonnes pratiques <\/span><a href=\"https:\/\/business.pinterest.com\/en-au\/blog\/how-to-set-up-shopping-ads-on-pinterest\/\"><span style=\"font-weight: 400;\">recommand\u00e9es par la plateforme.<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pinterest propose une vari\u00e9t\u00e9 d\u2019options de ciblage pour toucher les bons utilisateurs :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Par centre d\u2019int\u00e9r\u00eat<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Par mot-cl\u00e9<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Par crit\u00e8re d\u00e9mographique<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Par audience personnalis\u00e9e (ex. : visiteurs du site, clients existants)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ou par le ciblage automatique assist\u00e9 par l\u2019algorithme<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Vous pouvez d\u00e9finir un budget quotidien ou global, puis choisir entre une ench\u00e8re automatique ou manuelle, selon vos objectifs (clics, conversions ou impressions). L\u2019interface est simple \u00e0 prendre en main, id\u00e9ale pour tester rapidement diff\u00e9rentes approches.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3093 aligncenter\" src=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Screen-Shot-2025-06-02-at-10.14.13-AM.png\" alt=\"pinterest shopping ads\" width=\"559\" height=\"368\" srcset=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Screen-Shot-2025-06-02-at-10.14.13-AM.png 1360w, https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Screen-Shot-2025-06-02-at-10.14.13-AM-300x198.png 300w, https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Screen-Shot-2025-06-02-at-10.14.13-AM-1024x675.png 1024w, https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Screen-Shot-2025-06-02-at-10.14.13-AM-768x506.png 768w\" sizes=\"auto, (max-width: 559px) 100vw, 559px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Avec une bonne configuration de votre catalogue, un ciblage pertinent et des visuels soign\u00e9s, Pinterest peut devenir un canal tr\u00e8s rentable pour vos ventes en ligne.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Besoin d\u2019aide pour activer ou optimiser votre strat\u00e9gie sur Pinterest? <\/span><a href=\"https:\/\/ursa.marketing\/fr\/contact\/\"><span style=\"font-weight: 400;\">Contactez notre \u00e9quipe d\u00e8s maintenant<\/span><\/a><span style=\"font-weight: 400;\">!<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google Ads d\u00e9voile une nouvelle \u00e8re de la publicit\u00e9 sur Search avec AI Max En mai 2025, Google a annonc\u00e9 &hellip;<\/p>\n","protected":false},"author":12,"featured_media":3096,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3080","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tout savoir sur les nouveaut\u00e9s Google Ads en Search et PMax<\/title>\n<meta name=\"description\" content=\"En mai 2025, Google Ads lance AI Max et am\u00e9liore les rapports Performance Max. D\u00e9couvrez comment en tirer parti!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ursa.marketing\/fr\/google-ads-cookies-tiers-et-annonces-shopping-sur-pinterest-ce-que-les-marketers-doivent-savoir-en-juin-2025\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tout savoir sur les nouveaut\u00e9s Google Ads en Search et PMax\" \/>\n<meta property=\"og:description\" content=\"En mai 2025, Google Ads lance AI Max et am\u00e9liore les rapports Performance Max. 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