Adwords : Comment se détermine le CPC réellement payé

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Comment l'algorithme de Google Adwords détermine-t-il le CPC réellement payé par l'annonceur ? Quels sont les facteurs qui entrent en ligne de compte et comment arriver à optimiser sa stratégie en fonction ? Est-il possible qu'un annonceur paye moins cher un clic alors qu'il est mieux classé ?

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Adwords : Comment se détermine le CPC réellement payé

1. ADWORDS COMPRENDRE LE SYSTÈME DE CPC www.webmarketing-ecommerce.fr

2. UN SYSTÈME D’ENCHÈRES

3.  On ne paye que le minimum nécessaire pour battre le suivant : FONCTIONNEMENT D’ADWORDS Annonceur Enchère Max CPC payé A 4 € 3 € B 3 € 2 € C 2 € 1 € D 1 € pas affiché

4. LE QUALITY SCORE Quality Score CTR Pertinence de l’annonce Qualité de la page

5. ADRANKING Adranking = Enchère Max x Quality Score détermine la position de l’annonce dans la liste Annonceur Enchère Max QS Adranking Position A 4 € 1 4 Pas affiché B 3 € 3 9 2 C 2 € 6 12 1 D 1 € 8 8 3

6. ADRANKING CPC Réel(rang n) = Adranking(n+1)/QS(n) Annonceur Enchère Max QS Adranking Position A 4 € 8 32 (24/8) = 3 € B 4 € 6 24 (12/6) = 2 € C 4 € 3 12 Prix Minimum

7. ADRANKING CPC Réel(rang n) = Adranking(n+1)/QS(n) Annonceur Enchère Max QS Adranking Position A 4 € 8 32 (24/8) = 3 B 3 € 8 24 (12/8) = 1,5 € C 2 € 8 16 Prix Minimum

8. Cliquez ici ADRANKING CPC Réel(rang n) = Adranking(n+1)/QS(n) Annonceur Enchère Max QS Adranking CPC réel A 4 € 8 32 18/8 = 2,25 € B 3 € 6 18 15/6 = 2,50 € C 3 € 5 15 10/5 = 2,00 € Retrouvez la présentation vidéo sur Webmarketing-eCommerce.fr

Adwords : Comment se détermine le CPC réellement payé

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