{"id":5636,"date":"2011-07-07T14:53:46","date_gmt":"2011-07-07T12:53:46","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=5636"},"modified":"2011-07-07T14:53:46","modified_gmt":"2011-07-07T12:53:46","slug":"referencement-payant-ca-devient-hors-de-prix","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2011\/07\/07\/referencement-payant-ca-devient-hors-de-prix\/","title":{"rendered":"R\u00e9f\u00e9rencement payant : \u00e7a devient hors de prix !"},"content":{"rendered":"<blockquote><p><em>Cet article est \u00e9crit par <a href=\"http:\/\/fr.linkedin.com\/in\/christophedavy\" target=\"_blank\">Christophe Davy<\/a>, dirigeant de <a href=\"http:\/\/www.brandonlinecommerce.com\/\" target=\"_blank\">Brand Online Commerce<\/a>, qui est \u00ab\u00a0l&rsquo;invit\u00e9 permanent\u00a0\u00bb de Fran\u00e7ois sur ce blog.<\/em><\/p><\/blockquote>\n<p><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/07\/Google-requ%C3%AAte-Mutuelle-Sant%C3%A9.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-5643 aligncenter\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/07\/Google-requ%C3%AAte-Mutuelle-Sant%C3%A91.jpg\" alt=\"Google requ\u00eate Mutuelle Sant\u00e9\" width=\"629\" height=\"310\" \/><\/a><\/p>\n<p>Cela n&rsquo;a \u00e9chapp\u00e9 \u00e0 personne dans le milieu du r\u00e9f\u00e9rencement payant : l&rsquo;afflux r\u00e9gulier de nouveaux acteurs dans le e-commerce donne lieu \u00e0<strong> une surench\u00e8re permanente pour l&rsquo;achat des mots-cl\u00e9s sur Google<\/strong>.<\/p>\n<p>A tel point, que la notion m\u00eame de <strong>ROI (retour sur investissement) positif<\/strong> est en danger, et que certains grands comptes finiraient par all\u00e9ger leurs budgets d&rsquo;achats de mots-cl\u00e9s, faute de tenir leur niveau de ROI \u00e0 p\u00e9rim\u00e8tre constant&#8230;<\/p>\n<p>Dernier exemple en date que je viens de gl\u00e2ner \u00e0 l&rsquo;occasion d&rsquo;un d\u00e9jeuner : la requ\u00eate \u00ab\u00a0mutuelle sant\u00e9\u00a0\u00bb, <strong>qui co\u00fbtait entre 4 et 5 euros le clic en septembre 2009, co\u00fbte aujourd&rsquo;hui 11 euros !<\/strong> Et encore, sans garantie d&rsquo;\u00eatre en premi\u00e8re position sur certains horaires cl\u00e9s !<\/p>\n<p>Du coup, il est de plus en plus difficile aujourd&rsquo;hui pour un nouveau e-commer\u00e7ant d&rsquo;aller chercher des clients par le biais du r\u00e9f\u00e9rencement payant, et surtout de mani\u00e8re rentable.<\/p>\n<p>D&rsquo;ailleurs, <strong>reste-t-il des mots-cl\u00e9s g\u00e9n\u00e9riques rentables, en dehors de super niches ?<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cet article est \u00e9crit par Christophe Davy, dirigeant de Brand Online Commerce, qui est \u00ab\u00a0l&rsquo;invit\u00e9 permanent\u00a0\u00bb de Fran\u00e7ois sur ce blog. Cela n&rsquo;a \u00e9chapp\u00e9 \u00e0 personne dans le milieu du r\u00e9f\u00e9rencement payant : l&rsquo;afflux r\u00e9gulier de nouveaux acteurs dans le e-commerce donne lieu \u00e0 une surench\u00e8re permanente pour l&rsquo;achat des mots-cl\u00e9s sur Google. A tel [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[42,209,204],"class_list":["post-5636","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-google","tag-referencement","tag-sem"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>R\u00e9f\u00e9rencement payant : \u00e7a devient hors de prix ! - Ziserman.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ziserman.com\/blog\/2011\/07\/07\/referencement-payant-ca-devient-hors-de-prix\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"R\u00e9f\u00e9rencement payant : \u00e7a devient hors de prix ! - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Cet article est \u00e9crit par Christophe Davy, dirigeant de Brand Online Commerce, qui est \u00ab\u00a0l&rsquo;invit\u00e9 permanent\u00a0\u00bb de Fran\u00e7ois sur ce blog. 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