{"id":3099,"date":"2025-06-11T19:09:01","date_gmt":"2025-06-11T19:09:01","guid":{"rendered":"https:\/\/ursa.marketing\/?p=3099"},"modified":"2025-06-11T19:15:23","modified_gmt":"2025-06-11T19:15:23","slug":"comment-reussir-vos-campagnes-amazon-ads","status":"publish","type":"post","link":"https:\/\/ursa.marketing\/fr\/comment-reussir-vos-campagnes-amazon-ads\/","title":{"rendered":"Comment r\u00e9ussir vos campagnes Amazon Ads?"},"content":{"rendered":"<p><head><\/p>\n<style>\n  \/* Styles sp\u00e9cifiques au tableau \u2014 plac\u00e9s ici pour un collage facile *\/\n  .amazon-ads-table {\n    border-collapse: collapse;\n    width: 100%;\n    font-family: Arial, sans-serif;\n  }\n  .amazon-ads-table th,\n  .amazon-ads-table td {\n    border: 1px solid #2D1A34;\n    padding: 8px 12px;\n    text-align: left;\n  }\n  .amazon-ads-table thead th {\n    background-color: rgba(45, 26, 52, 0.8); \/* #2D1A34 \u00e0 80 % d\u2019opacit\u00e9 *\/\n    color: #FFFFFF;\n    font-weight: bold;\n  }\n<\/style>\n<p><\/head><\/p>\n<p><span style=\"font-weight: 400;\">Vous \u00eates une marque qu\u00e9b\u00e9coise qui vend sur Amazon.ca? En 2025, c\u2019est un bon d\u00e9but \u2013 mais ce n\u2019est clairement plus suffisant. Avec la saturation de la plateforme et la mont\u00e9e de la concurrence (locale et internationale), <\/span><b>vos produits risquent de rester invisibles sans une strat\u00e9gie publicitaire solide<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dans cet article, on vous explique comment cr\u00e9er une <\/span><b>campagne Amazon Ads performante<\/b><span style=\"font-weight: 400;\">, adapt\u00e9e \u00e0 votre budget, \u00e0 vos produits et \u00e0 votre r\u00e9alit\u00e9 de PME qu\u00e9b\u00e9coise.<\/span><\/p>\n<table class=\"amazon-ads-table\">\n<thead>\n<tr>\n<th>Ce qu\u2019il faut retenir en 30 secondes<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Avec 47% du e-commerce canadien en 2023 (<a href=\"https:\/\/www.emarketer.com\/content\/amazon-canada-2023\" target=\"_blank\" rel=\"noopener\">source<\/a>), Amazon est LA vitrine \u00e0 ne pas n\u00e9gliger.<\/p>\n<p>Sans pub, vos produits n\u2019apparaissent presque jamais en haut des r\u00e9sultats.<\/p>\n<p>Il existe 3 formats : Sponsored Products, Sponsored Brands et Sponsored Display.<\/p>\n<p>Amazon Ads fonctionne au CPC, mais avec des ench\u00e8res dynamiques et un algorithme exigeant.<\/p>\n<p>Misez sur des groupes de produits coh\u00e9rents, pas sur des campagnes produit par produit.<\/p>\n<p>Cr\u00e9ez une fiche produit irr\u00e9prochable : c\u2019est le nerf de la rentabilit\u00e9!<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h2><b>Pourquoi Amazon Ads est indispensable en 2025?<\/b><\/h2>\n<h3><span class=\"h5\"><b>Amazon.ca : un march\u00e9 hyper comp\u00e9titif<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Amazon.ca attire plus de <\/span><b>200 millions de visites par mois<\/b><span style=\"font-weight: 400;\">. Des milliers de vendeurs \u2013 souvent internationaux \u2013 y comp\u00e9titionnent sans rel\u00e2che. R\u00e9sultat : si vous n\u2019\u00eates pas sponsoris\u00e9, vous \u00eates tout simplement <\/span><b>invisible<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span class=\"h4 h5\"><b>Amazon Ads : une question de survie<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Les <\/span><b>premiers r\u00e9sultats sont quasiment tous sponsoris\u00e9s<\/b><span style=\"font-weight: 400;\">. Amazon privil\u00e9gie les produits qui vendent. Et pour vendre, il faut d\u2019abord \u00eatre vu.<\/span><\/p>\n<h2><b>Comprendre le fonctionnement d\u2019Amazon Ads<\/b><\/h2>\n<h3><span class=\"h4 h5\"><b>Les formats publicitaires disponibles<\/b><\/span><\/h3>\n<table class=\"amazon-ads-table\">\n<thead>\n<tr>\n<th>Type de campagne<\/th>\n<th>Objectif<\/th>\n<th>Budget conseill\u00e9<\/th>\n<th>ACOS moyen<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Sponsored Products<\/td>\n<td>Mettre en avant un produit<\/td>\n<td>Moyen<\/td>\n<td>15\u201330%<\/td>\n<\/tr>\n<tr>\n<td>Sponsored Brands<\/td>\n<td>Booster une marque ou une gamme<\/td>\n<td>Moyen \u00e0 \u00e9lev\u00e9<\/td>\n<td>20\u201335%<\/td>\n<\/tr>\n<tr>\n<td>Sponsored Display<\/td>\n<td>Recibler\/audiences similaires<\/td>\n<td>Variable<\/td>\n<td>25\u201340%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\"><br \/>\n\u26a0\ufe0f <\/span><b>Amazon DSP<\/b><span style=\"font-weight: 400;\"> (vid\u00e9o + Display hors Amazon) : r\u00e9serv\u00e9 aux gros budgets (5 000$+).<\/span><\/p>\n<h3><span class=\"h5\"><b>Ench\u00e8res, positions et algorithme : comment \u00e7a fonctionne?<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Amazon Ads fonctionne <\/span><b>au co\u00fbt par clic (CPC)<\/b><span style=\"font-weight: 400;\">. Vous ench\u00e9rissez pour \u00eatre visible.<\/span><\/p>\n<h4><span class=\"h5\"><b>3 positions possibles (Sponsored Products)<\/b><\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Top of Search<\/b><span style=\"font-weight: 400;\"> (1<\/span><span style=\"font-weight: 400;\">re<\/span><span style=\"font-weight: 400;\"> ligne des r\u00e9sultats) : la plus performante, mais aussi la plus ch\u00e8re.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Rest of Search<\/b><span style=\"font-weight: 400;\"> : le reste des pages de r\u00e9sultats.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Product Pages<\/b><span style=\"font-weight: 400;\"> : votre pub appara\u00eet sur la fiche produit d\u2019un concurrent.<\/span><\/li>\n<\/ul>\n<h4><span class=\"h5\"><b>Strat\u00e9gies d\u2019ench\u00e8res disponibles<\/b><\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Dynamic up &amp; down<\/b><span style=\"font-weight: 400;\"> : Amazon augmente ou baisse votre ench\u00e8re selon les chances de conversion.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Down only<\/b><span style=\"font-weight: 400;\"> : baisse uniquement si la probabilit\u00e9 de vente est faible.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Fixed bids<\/b><span style=\"font-weight: 400;\"> : votre ench\u00e8re ne bouge pas.<\/span><\/li>\n<\/ul>\n<h4><span class=\"h5\"><b>Correspondances de mots-cl\u00e9s (match types)<\/b><\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Broad<\/b><span style=\"font-weight: 400;\"> : mot-cl\u00e9 large + variantes.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Phrase match<\/b><span style=\"font-weight: 400;\"> : correspond \u00e0 une expression exacte.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Exact match<\/b> : doit \u00eatre tap\u00e9 tel quel.<\/li>\n<\/ul>\n<h2><b>Les pi\u00e8ges \u00e0 \u00e9viter \u2013 et ils sont nombreux!<\/b><\/h2>\n<h3><span class=\"h5\"><b>Compter uniquement sur la longue tra\u00eene<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Contrairement au SEO, les mots-cl\u00e9s tr\u00e8s sp\u00e9cifiques comme \u00ab cr\u00e8me anti-\u00e2ge bio 50 ml \u00bb sont peu recherch\u00e9s sur Amazon Ads. <\/span><b>Amazon ne les prend pas en compte dans ses suggestions et dans son ciblage publicitaire<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fiez-vous plut\u00f4t aux <\/span><b>mots-cl\u00e9s sugg\u00e9r\u00e9s par Amazon<\/b><span style=\"font-weight: 400;\">, accompagn\u00e9s de leur <\/span><b>CPC estim\u00e9<\/b><span style=\"font-weight: 400;\">. Cela refl\u00e8te les intentions de recherche des utilisateurs.<\/span><\/p>\n<h3><span class=\"h5\"><b>Segmenter par produit d\u00e8s le d\u00e9but<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Cr\u00e9er une campagne par produit est inefficace, surtout sans historique. Il vaut mieux commencer par des groupes de produits connexes, puis affiner avec le temps.<\/span><\/p>\n<h3><span class=\"h5\"><b>M\u00e9langer les objectifs publicitaires<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Une campagne de notori\u00e9t\u00e9 et une campagne de conversion n\u2019ont pas les m\u00eames m\u00e9triques. Il faut les s\u00e9parer.<\/span><\/p>\n<h3><span class=\"h5\"><b>Sous-estimer l\u2019importance de la fiche produit<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Peu importe la qualit\u00e9 de votre publicit\u00e9 : si votre fiche est m\u00e9diocre, vous ne convertirez pas.<\/span><\/p>\n<h2><b>Les meilleures pratiques pour une campagne Amazon Ads rentable<\/b><\/h2>\n<h3><span class=\"h5\"><b>Structurer vos campagnes intelligemment<\/b><\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Une campagne = un objectif (conversion, visibilit\u00e9, reciblage).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Un groupe d\u2019annonces = une gamme ou une intention.<\/span><\/li>\n<\/ul>\n<h3><span class=\"h5\"><b>Choisir les bons mots-cl\u00e9s<\/b><\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ne vous fiez pas \u00e0 votre intuition. Utilisez <\/span><b>les suggestions d\u2019Amazon + Helium10 ou SellerApp<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Combinez les 3 types de correspondance (broad, phrase, exact).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Testez, \u00e9valuez, it\u00e9rez.<\/span><\/li>\n<\/ul>\n<h3><span class=\"h5\"><b>Soigner chaque \u00e9l\u00e9ment de votre fiche produit<\/b><\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u2705 Titre de max. 200 caract\u00e8res avec des mots-cl\u00e9s devant<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u2705 7 \u00e0 9 photos HD, fond blanc, <\/span><i><span style=\"font-weight: 400;\">lifestyle<\/span><\/i><span style=\"font-weight: 400;\">, si possible<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u2705 <\/span><i><span style=\"font-weight: 400;\">Bullet points <\/span><\/i><span style=\"font-weight: 400;\">ax\u00e9s b\u00e9n\u00e9fices (pas seulement caract\u00e9ristiques)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u2705 Contenu A+ pour les marques enregistr\u00e9es (conversion +3 \u00e0 10%)<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/06\/Capture-decran-le-2025-06-11-a-15.06.26.png\" alt=\"Fiches Amazon\" style=\"max-width:100%;height:auto;margin:24px 0;\"><\/p>\n<h3><span class=\"h5\"><b>Mesurer et ajuster chaque semaine<\/b><\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Un seul changement \u00e0 la fois<\/b><span style=\"font-weight: 400;\"> pour savoir ce qui fonctionne.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Suivez : ACOS, ROAS, taux de clic, taux de conversion, ventes par mot-cl\u00e9.<\/span><\/li>\n<\/ul>\n<p><b>Quel budget pr\u00e9voir pour se lancer sur Amazon Ads?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Lancer un produit sur Amazon (avec publicit\u00e9) demande un investissement initial bien planifi\u00e9. Voici un aper\u00e7u des <\/span><b>co\u00fbts \u00e0 consid\u00e9rer<\/b><span style=\"font-weight: 400;\"> pour un produit dont le co\u00fbt de fabrication est de 12$:<\/span><\/p>\n<table class=\"amazon-ads-table\">\n<thead>\n<tr>\n<th>Poste de d\u00e9pense<\/th>\n<th>Estimation (CAD)<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Abonnement Amazon (compte pro)<\/td>\n<td>29,99 $\/mois<\/td>\n<\/tr>\n<tr>\n<td>Cr\u00e9ation du visuel (photos \/ vid\u00e9os)<\/td>\n<td>500 $ \u2013 1 500 $<\/td>\n<\/tr>\n<tr>\n<td>Stock initial (200 unit\u00e9s \u00e0 12 $)<\/td>\n<td>2 400 $<\/td>\n<\/tr>\n<tr>\n<td>Emballage personnalis\u00e9<\/td>\n<td>500 $ \u2013 1 000 $<\/td>\n<\/tr>\n<tr>\n<td>Frais d\u2019exp\u00e9dition vers Amazon (FBA)<\/td>\n<td>100 $ \u2013 300 $<\/td>\n<\/tr>\n<tr>\n<td>Enregistrement de marque (si applicable)<\/td>\n<td>300 $ \u2013 500 $<\/td>\n<\/tr>\n<tr>\n<td>Amazon Ads (lancement : 30 $\/jour \u00d7 30 j)<\/td>\n<td>900 $<\/td>\n<\/tr>\n<tr>\n<td>Divers \/ marge de s\u00e9curit\u00e9<\/td>\n<td>300 $<\/td>\n<\/tr>\n<tr>\n<th>Total estim\u00e9 de lancement<\/th>\n<th>\u2248 5 000 $ \u2013 7 000 $<\/th>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">Cela inclut une base r\u00e9aliste pour d\u00e9marrer avec des campagnes efficaces et \u00e9viter les mauvaises surprises. Il est possible de r\u00e9duire certains co\u00fbts, mais sous-investir en pub ou en qualit\u00e9 visuelle peut s\u00e9rieusement nuire \u00e0 vos performances.<\/span><\/p>\n<h2><b>Pourquoi travailler avec une agence Amazon Ads?<\/b><\/h2>\n<h3><span class=\"h5\"><b>Gagner du temps et \u00e9viter les erreurs co\u00fbteuses<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">On structure vos campagnes correctement d\u00e8s le d\u00e9part.<\/span><\/p>\n<h3><span class=\"h5\"><b>Avoir une strat\u00e9gie personnalis\u00e9e selon vos produits et vos marges<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Vous vendez un produit l\u00e9ger? On mise sur la rotation rapide. Un produit haut de gamme? On adapte l\u2019approche au cycle d\u2019achat plus long.<\/span><\/p>\n<h3><span class=\"h5\"><b>D\u00e9velopper une vision multicanale<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Amazon Ads s\u2019int\u00e8gre \u00e0 vos Google Ads, vos campagnes Meta ou m\u00eame vos infolettres. On aligne tout.<\/span><\/p>\n<h2><b>Envie de faire d\u00e9coller vos ventes Amazon?<\/b><\/h2>\n<p><b>Nous pouvons vous aider \u00e0 structurer votre compte et vos publicit\u00e9s pour tirer vos performances vers le haut.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\ud83d\udc49 Prenez rendez-vous avec notre \u00e9quipe pour propulser vos ventes. <\/span><b><a href=\"https:\/\/ursa.marketing\/fr\/contact\/\">Contactez-nous et discutons de votre projet ensemble !<\/a><\/b><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"h4\"><b>FAQ \u2013 Amazon Ads pour les marques qu\u00e9b\u00e9coises<\/b><\/span><\/h2>\n<h3><span class=\"h5\"><b>Qu\u2019est-ce qu\u2019une campagne Sponsored Products?<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Une publicit\u00e9 qui met un produit pr\u00e9cis en avant, directement dans les r\u00e9sultats de recherche ou sur les fiches de vos concurrents.<\/span><\/p>\n<h3><span class=\"h5\"><b>Quel budget pr\u00e9voir pour Amazon Ads?<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Comptez <\/span><b>au moins 30$\/jour\/campagne<\/b><span style=\"font-weight: 400;\"> pour obtenir des r\u00e9sultats exploitables.<\/span><\/p>\n<h3><span class=\"h5\"><b>Comment choisir les bons mots-cl\u00e9s?<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Amazon vous propose ses mots-cl\u00e9s pertinents avec CPC estim\u00e9. Utilisez-les, croisez-les avec vos donn\u00e9es Helium10 et testez.<\/span><\/p>\n<h3><span class=\"h5\"><b>Les campagnes Amazon Ads sont-elles efficaces pour les PME?<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Oui, \u00e0 condition d\u2019avoir une fiche produit optimis\u00e9e, un ciblage r\u00e9fl\u00e9chi et une campagne bien structur\u00e9e.<\/span><\/p>\n<h3><span class=\"h5\"><b>Quelle est la diff\u00e9rence entre Amazon Ads et Google Ads?<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Amazon Ads cible des acheteurs en phase finale de d\u00e9cision. Google touche plut\u00f4t des gens souvent plus haut dans le tunnel d\u2019achat.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vous \u00eates une marque qu\u00e9b\u00e9coise qui vend sur Amazon.ca? En 2025, c\u2019est un bon d\u00e9but \u2013 mais ce n\u2019est clairement &hellip;<\/p>\n","protected":false},"author":12,"featured_media":3151,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[26,25],"tags":[],"class_list":["post-3099","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce","category-marketing-numerique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>7 cl\u00e9s pour comprendre les campagnes Amazon Ads en 2025<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment r\u00e9ussir vos campagnes Amazon Ads au Qu\u00e9bec : structure, ench\u00e8res, mots-cl\u00e9s, budget et erreurs \u00e0 \u00e9viter pour booster vos ventes en 2025.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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