{"id":60179,"date":"2021-04-16T00:44:48","date_gmt":"2021-04-15T23:44:48","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=event_listing&#038;p=60179"},"modified":"2026-03-08T12:47:56","modified_gmt":"2026-03-08T12:47:56","slug":"how-melia-hotels-international-transformed-its-ppc-strategy-with-ai-google-ml","status":"publish","type":"event_listing","link":"https:\/\/www.artefact.com\/fr\/events\/how-melia-hotels-international-transformed-its-ppc-strategy-with-ai-google-ml\/","title":{"rendered":"Meli\u00e1 Hotels International x Artefact||Meli\u00e1 Hotels International x Artefact||Meli\u00e1 Hotels International x Artefact"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-bottom-small:8px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:50;line-height:1.2;\">Description<\/h2><\/div><div class=\"fusion-text fusion-text-1\"><p>La recherche payante a chang\u00e9. L'\u00e9poque o\u00f9 l'on utilisait des SKAG (single keyword ad groups) granulaires pour contr\u00f4ler et mesurer les combinaisons de textes publicitaires est r\u00e9volue. D\u00e9sormais, les sp\u00e9cialistes du marketing de recherche peuvent automatiser les strat\u00e9gies d'ench\u00e8res par mot-cl\u00e9 et utiliser l'apprentissage automatique pour affiner et optimiser.<\/p>\n<p>Mais comment les marques ont-elles r\u00e9agi \u00e0 ces changements ? Qu'est-ce qui a fonctionn\u00e9 ? Qu'est-ce qui n'a pas fonctionn\u00e9 ? Et \u00e0 quoi ressemblent aujourd'hui les meilleures pratiques ?<\/p>\n<p>Dans cette session, Artefact discute avec l'\u00e9quipe PPC de Meli\u00e1 Hotels International de la mani\u00e8re dont la marque a r\u00e9ussi \u00e0 faire \u00e9voluer ses strat\u00e9gies PPC, \u00e0 automatiser les ench\u00e8res et \u00e0 simplifier la structure de son compte afin de trouver le bon \u00e9quilibre entre contr\u00f4le et performance.<\/p>\n<p>C'est ce que couvre cette session :<\/p>\n<p>- Comment les tactiques PPC de Meli\u00e1 ont \u00e9volu\u00e9 au cours des 5 derni\u00e8res ann\u00e9es.<br \/>\n- Conseils pour passer \u00e0 une structure de compte simplifi\u00e9e.<br \/>\n- L'appel d'offres sur la performance des marques : comment trouver le bon \u00e9quilibre entre contr\u00f4le et performance.<\/p>\n<\/div><\/div><\/div><\/div><\/div>","protected":false},"featured_media":60180,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"country":[],"event_listing_category":[858],"event_listing_type":[854],"class_list":["post-60179","event_listing","type-event_listing","status-publish","has-post-thumbnail","hentry","event_listing_category-digital-marketing","event_listing_type-webinars"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/event_listing\/60179","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/event_listing"}],"about":[{"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/types\/event_listing"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/media\/60180"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/media?parent=60179"}],"wp:term":[{"taxonomy":"country","embeddable":true,"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/country?post=60179"},{"taxonomy":"event_listing_category","embeddable":true,"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/event_listing_category?post=60179"},{"taxonomy":"event_listing_type","embeddable":true,"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/event_listing_type?post=60179"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}