{"id":3379,"date":"2025-10-02T13:10:05","date_gmt":"2025-10-02T13:10:05","guid":{"rendered":"https:\/\/ursa.marketing\/?p=3379"},"modified":"2025-10-07T14:08:32","modified_gmt":"2025-10-07T14:08:32","slug":"suivi-de-conversion-bug-search-console-publicite-ai-overviews-3-bouleversements-google-qui-transforment-votre-strategie-marketing-cet-automne","status":"publish","type":"post","link":"https:\/\/ursa.marketing\/fr\/suivi-de-conversion-bug-search-console-publicite-ai-overviews-3-bouleversements-google-qui-transforment-votre-strategie-marketing-cet-automne\/","title":{"rendered":"Suivi de conversion, Bug Search Console, publicit\u00e9 AI Overviews : 3 bouleversements Google qui transforment votre strat\u00e9gie marketing cet automne"},"content":{"rendered":"<h2>Le pi\u00e8ge du ROAS : quand Google gonfle artificiellement vos r\u00e9sultats<\/h2>\n<p><span style=\"font-weight: 400;\">\u00c0 partir du 8 octobre, <\/span><a href=\"https:\/\/searchengineland.com\/google-ads-auto-enables-store-visits-conversions-461998\"><span style=\"font-weight: 400;\">Google Ads activera automatiquement les conversions \u00ab\u202f\u00a0visites en magasin\u00a0\u202f\u00bb<\/span><\/a><span style=\"font-weight: 400;\"> pour certains comptes, avec une valeur pr\u00e9d\u00e9finie attribu\u00e9e par Google. Cette mesure pourrait artificiellement augmenter votre ROAS sans pour autant refl\u00e9ter des ventes r\u00e9elles suppl\u00e9mentaires.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3388\" src=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/10\/Nouvelles-marketing-Infolettre-Ursa.jpg\" alt=\"google ads\" width=\"1294\" height=\"728\" srcset=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/10\/Nouvelles-marketing-Infolettre-Ursa.jpg 1294w, https:\/\/ursa.marketing\/app\/uploads\/2025\/10\/Nouvelles-marketing-Infolettre-Ursa-300x169.jpg 300w, https:\/\/ursa.marketing\/app\/uploads\/2025\/10\/Nouvelles-marketing-Infolettre-Ursa-1024x576.jpg 1024w, https:\/\/ursa.marketing\/app\/uploads\/2025\/10\/Nouvelles-marketing-Infolettre-Ursa-768x432.jpg 768w\" sizes=\"auto, (max-width: 1294px) 100vw, 1294px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">D\u00e8s le 1<\/span><span style=\"font-weight: 400;\">er<\/span><span style=\"font-weight: 400;\"> octobre, il sera possible de v\u00e9rifier dans vos param\u00e8tres Google Ads si les conversions \u00ab\u00a0\u202fvisites en magasin\u00a0\u00bb ont \u00e9t\u00e9 activ\u00e9es sans votre consentement. Vous pouvez d\u00e9sactiver cette option si elle ne correspond pas \u00e0 vos objectifs r\u00e9els de conversion, ou encore modifier la valeur attribu\u00e9e \u00e0 ces conversions.<\/span><\/p>\n<h2>Les annonces de recherche Google d\u00e9barquent dans AI Overviews<\/h2>\n<p><span style=\"font-weight: 400;\">Google teste actuellement des <\/span><a href=\"https:\/\/www.socialmediatoday.com\/news\/google-rolls-out-ad-options-retailers-ai-generated-assets\/759858\/\"><span style=\"font-weight: 400;\">placements publicitaires dans les AI Overviews<\/span><\/a><span style=\"font-weight: 400;\">. Concr\u00e8tement, lorsqu\u2019un utilisateur pose une question et obtient une r\u00e9ponse g\u00e9n\u00e9r\u00e9e par l\u2019IA de Google, des annonces pertinentes pourront d\u00e9sormais s\u2019afficher sous ces r\u00e9ponses enrichies. Depuis mai, Google teste d\u00e9j\u00e0 des placements publicitaires au format recherche et Shopping dans ces m\u00eames r\u00e9ponses d\u2019IA. La nouveaut\u00e9 ici : c\u2019est une section \u00e0 part enti\u00e8re, sponsoris\u00e9e, qui s\u2019affiche directement sous les r\u00e9sultats. L\u2019affichage sur ce placement se fera \u00e0 travers des <\/span><a href=\"https:\/\/blog.google\/products\/ads-commerce\/google-ai-max-expands-globally\/\"><span style=\"font-weight: 400;\">campagnes Search AI Max<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/imgproxy.divecdn.com\/_XKO1tf5B9Zsd8ssHdK-jpURZNVKNN7mykrUsZleMEs\/g:ce\/rs:fit:1600:0\/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9nb29nbGVfYWlfbW9kZV9hZHMucG5n.webp\" width=\"420\" height=\"437\" \/><\/p>\n<p><a href=\"https:\/\/www.socialmediatoday.com\/news\/google-rolls-out-ad-options-retailers-ai-generated-assets\/759858\/\"><span style=\"font-weight: 400;\">Source : Social Media Today<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Cette \u00e9volution signifie que vos campagnes Google Ads devront \u00eatre repens\u00e9es pour capturer cette nouvelle opportunit\u00e9. Les annonceurs qui sauront optimiser leur pr\u00e9sence dans ces espaces b\u00e9n\u00e9ficieront d\u2019une visibilit\u00e9 accrue aupr\u00e8s d\u2019utilisateurs hautement qualifi\u00e9s, puisque les AI Overviews r\u00e9pondent \u00e0 des requ\u00eates sp\u00e9cifiques et d\u00e9taill\u00e9es.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00c0 noter que ce nouveau placement n\u2019est pas encore public et est toujours en phase de test. Google n\u2019a pas r\u00e9v\u00e9l\u00e9 \u00e0 ce jour la date de lancement.<\/span><\/p>\n<h2>Attention : vos donn\u00e9es Search Console jouent au yoyo<\/h2>\n<p><span style=\"font-weight: 400;\">Google a r\u00e9cemment supprim\u00e9 la possibilit\u00e9 d\u2019afficher 100 r\u00e9sultats de recherche par page, ce qui <\/span><a href=\"https:\/\/searchengineland.com\/google-search-rank-and-position-tracking-is-a-mess-right-now-461984\"><span style=\"font-weight: 400;\">pourrait affecter vos donn\u00e9es de positionnement<\/span><\/a><span style=\"font-weight: 400;\"> dans Google Search Console. Certains professionnels constatent une forte baisse des impressions sur ordinateur, ce qui entra\u00eene une augmentation artificielle de la position moyenne.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/google-search-console-data-decoupling-reversal-1757929612-scaled.png\" width=\"583\" height=\"357\" \/><\/p>\n<p><a href=\"https:\/\/searchengineland.com\/google-search-rank-and-position-tracking-is-a-mess-right-now-461984\"><span style=\"font-weight: 400;\">Source : Search Engine Land<\/span><\/a><\/p>\n<p><b>Ce que vous devez surveiller :<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Des fluctuations anormales dans vos positions moyennes<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Des disparit\u00e9s entre vos outils de suivi (ex. : Semrush et Search Console)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Des variations importantes d\u2019un jour \u00e0 l\u2019autre sans action de votre part<\/span><\/li>\n<\/ul>\n<p><b>Notre recommandation :<\/b><span style=\"font-weight: 400;\"> Ne prenez pas de d\u00e9cisions SEO h\u00e2tives bas\u00e9es uniquement sur les donn\u00e9es Search Console actuelles. Croisez vos sources, utilisez plusieurs outils de <\/span><i><span style=\"font-weight: 400;\">monitoring<\/span><\/i><span style=\"font-weight: 400;\"> et attendez la stabilisation avant d\u2019ajuster votre strat\u00e9gie.<\/span><\/p>\n<h2>La question qui fait d\u00e9bat : le SEO influence-t-il vraiment le GEO?<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.chatoptic.com\/wp-content\/uploads\/2025\/09\/SEO-vs-GEO-Study-Image.png\" width=\"706\" height=\"441\" \/><\/p>\n<p><a href=\"https:\/\/www.chatoptic.com\/\"><span style=\"font-weight: 400;\">Source : ChatOptic<\/span><\/a><\/p>\n<p><a href=\"https:\/\/searchengineland.com\/seo-vs-geo-study-461891\"><span style=\"font-weight: 400;\">Une \u00e9tude r\u00e9cente<\/span><\/a><span style=\"font-weight: 400;\"> explore la corr\u00e9lation entre la visibilit\u00e9 SEO traditionnelle et le positionnement dans les outils d\u2019IA g\u00e9n\u00e9rative comme ChatGPT (ce qu\u2019on appelle le <a href=\"https:\/\/ursa.marketing\/fr\/quest-ce-que-le-geo-le-guide-complet\/\">GEO &#8211; Generative Engine Optimization)<\/a>. <\/span><a href=\"https:\/\/www.chatoptic.com\/blog\/google-chatgpt-visibility-study\"><span style=\"font-weight: 400;\">Elle r\u00e9v\u00e8le<\/span><\/a><span style=\"font-weight: 400;\"> que dominer la premi\u00e8re page de Google ne garantit pas une pr\u00e9sence \u00e9quivalente dans les r\u00e9ponses g\u00e9n\u00e9r\u00e9es par ChatGPT. En effet, seulement 62% des marques \u00e9tudi\u00e9es et class\u00e9es en premi\u00e8re position sur Google sont mentionn\u00e9es dans les r\u00e9ponses de ChatGPT. M\u00eame lorsqu\u2019une marque appara\u00eet sur les deux plateformes, il n\u2019y a aucune relation significative entre son classement sur Google et sa position dans les r\u00e9ponses de ChatGPT.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">L\u2019\u00e9tude porte cependant sur 15 marques seulement, elle est donc \u00e0 consid\u00e9rer avec prudence. Elle souligne n\u00e9anmoins que la visibilit\u00e9 dans les moteurs de recherche traditionnels ne se traduit pas automatiquement par une visibilit\u00e9 dans les r\u00e9ponses g\u00e9n\u00e9r\u00e9es par l\u2019IA. Cela indique la n\u00e9cessit\u00e9 d\u2019adopter des strat\u00e9gies GEO sp\u00e9cifiques pour optimiser la pr\u00e9sence dans les r\u00e9ponses g\u00e9n\u00e9r\u00e9es par les LLM. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pour plus de d\u00e9tails sur le GEO, nous vous invitons \u00e0 <a href=\"https:\/\/ursa.marketing\/fr\/quest-ce-que-le-geo-le-guide-complet\/\">consulter cet article<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Besoin d\u2019aide pour adapter votre strat\u00e9gie aux plus r\u00e9centes \u00e9volutions du marketing digital? Nous sommes l\u00e0 pour vous guider.<\/span><a href=\"https:\/\/ursa.marketing\/contact\"> <span style=\"font-weight: 400;\">Contactez-nous<\/span><\/a><span style=\"font-weight: 400;\"> pour nous faire part de votre projet.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le pi\u00e8ge du ROAS : quand Google gonfle artificiellement vos r\u00e9sultats \u00c0 partir du 8 octobre, Google Ads activera automatiquement &hellip;<\/p>\n","protected":false},"author":12,"featured_media":3384,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[26,10,25,16],"tags":[],"class_list":["post-3379","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce","category-google","category-marketing-numerique","category-seo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - 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