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Liens sponsorisés- Quality Score Adwords : Un nouveau facteur d'optimisation

Par Estelle Schomann :: 06/03/2008 à 9:33 :: Annonceurs : Conseils E-Pub et Liens Sponsorises

Aurélien Bardon, d'outil référencement, nous fait part d'un nouveau facteur d'optimisation des adwords.

"J'avais abordé en long et en large l'algorithme du Quality Score calculé par Google dans le cadre de son service Adwords sur cet article : Google Quality Score ou comment diminuer son budget Adwords. Dans celui-ci, vous trouverez une liste de critères utilisés par Google afin de déterminer la qualité de vos publicités et d'adapter ainsi le CPC.

Depuis le mois de février, très récemment donc, Google utilise un nouveau critère pour calculer le Quality Score, le temps de chargement des landing pages. (Vous trouverez d'ailleurs un excellent article sur les landing pages ici).

La qualité des pages de destination est l'un des facteurs permettant de déterminer le niveau de qualité des mots clés. La qualité d'une page de destination se mesure à l'aide des facteurs suivants : utilité et pertinence des informations fournies sur la page, facilité de navigation pour l'internaute, temps de chargement de la page, nombre de liens sur la page, fonctionnalité de ces liens, etc.

En anglais il y a plus d'éléments (ou alors j'ai mal cherché...), voici une rapide traduction (Je vous recommande de consulter plutôt la page officielle de Google). Personnellement, je ne vois pas dans mon interface Adwords, le champ temps de chargement. Cela serait-il réservé au US ? Si un expert passe par ici...

I. Pourquoi le temps de chargement est-il un facteur ?

Une landing page d'excellente qualité doit se charger vite au même titre qu'elle doit proposer un contenu unique et pertinent. Un temps de chargement rapide profite à l'annonceur car cela permet de réduire les nombres d'utilisateurs qui quittent la page durant son chargement

II. Comment mon temps de chargement est-il évalué ?

Chacun de vos mots clés se verra attribuer un niveau de temps de chargement en fonction de l'URL de destination associée à ce mot-clé.

Si vous avez assigné à un mot clé, une URL de destination particulière, se sera cette url qui sera prise en compte dans notre calcul.
Si vous n'avez pas attribué une url précise à un mot clé alors nous utiliserons le temps de chargement le plus lent parmi les annonces composant le groupe d'annonces.

Notez bien que nous évaluons votre temps de chargement en fonction de la moyenne du temps de chargement à partir de la région géographique que votre groupe d'annonces cible.

III. Comment puis-je savoir si mon temps de chargement est bon ou mauvais ?

Vous pouvez voir les temps de chargement de vos annonces sur la page d'analyse de la qualité de vos mots-clés. Les informations suivantes seront disponibles :

Il y a deux niveaux de temps de chargement qui peuvent être attribués : Lent ou Normal. S'il votre page se charge lentement, son niveau de qualité sera alors affecté négativement. Si aucun problème n'est constaté alors le niveau de qualité ne sera pas affecté .
Vous verrez le nombre de redirections utilisées. Généralement, plus il y a des redirections, plus le temps de chargement sera long.
Vous verrez le temps de chargement moyen de votre site
Nous vous fournirons une comparaison des temps de chargement de votre site par rapport aux autres sites ciblant la même zone géographique. Notez que nos niveaux "Lent" ou "Normal" sont déterminés par rapport à la moyenne des sites ciblant la même zone géographique.

IV. Comment puis-je améliorer mon temps de chargement ?

Le système AdWords réévalue les pages régulièrement (une fois par mois environ). Si vous améliorez significativement vos temps de chargement, vous devriez constater une augmentation de votre Quality Score et voir votre CPC minimum baisser. Notez que la mise à jour de votre Quality Score suite à l'amélioration de vos temps de chargement peut très bien prendre deux à trois mois.

Voici maintenant quelques astuces pour améliorer vos temps de chargement

Utilisez moins de redirections
Réduisez le poids de vos page en utilisant des images plus petites ou d'une qualité moindre. Vous pouvez aussi utiliser moins d'images.
N'utilisez pas de pages interstitielles
Réduisez l'utilisation d'iframe
Contactez votre webmaster ou votre hébergeur afin de discuter des possibilité d'amélioration des temps de chargement "

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Le 09/03/2008 à 13:20, par Camille Jourdain

Même si le temp de chargement est un facteur à prendre en compte, je ne savais pas que c'était aussi important pour les liens sponsorisés...

Merci pour les astuces d'optimisation des temps de chargement ! Je m'en souviendrais

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