{"id":60623,"date":"2021-05-05T09:55:31","date_gmt":"2021-05-05T08:55:31","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=event_listing&#038;p=60623"},"modified":"2026-03-08T12:47:55","modified_gmt":"2026-03-08T12:47:55","slug":"paid-search-planning-for-an-automated-world","status":"publish","type":"event_listing","link":"https:\/\/www.artefact.com\/fr\/events\/paid-search-planning-for-an-automated-world\/","title":{"rendered":"Google x Artefact||Google x Artefact||Google 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>Le r\u00e9f\u00e9rencement payant est de plus en plus automatis\u00e9. Au cours des derniers mois, Google, en particulier, a investi massivement dans des fonctions destin\u00e9es aux praticiens de Google Ads pour \u2018all\u00e9ger le fardeau\u2019, en utilisant l'apprentissage automatique pour automatiser les ench\u00e8res et l'optimisation.<\/p>\n<p>Les mises \u00e0 jour ont notamment port\u00e9 sur les types de correspondances Phrase et Broad Match Modified (BMM), ainsi que sur le passage aux Responsive Search Ads (RSA) en tant qu'option de texte publicitaire par d\u00e9faut. Mais que signifient ces changements ? Et quel sera leur impact sur les performances des campagnes ?<\/p>\n<p>Dans cette session, Yiannis Pavlakis, responsable du d\u00e9veloppement des agences de Google au Royaume-Uni, Ajay Varadarajulu, strat\u00e8ge des comptes d'agence, et Tristan Sanders, responsable des performances de Artefact au Royaume-Uni, discutent de l'impact sur les marques (et les agences) de l'\u00e9volution vers des produits PPC plus automatis\u00e9s, et expliquent comment tirer parti de ce \u2018nouveau monde\u2019.<\/p>\n<\/div><\/div><\/div><\/div><\/div>","protected":false},"featured_media":60634,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"country":[],"event_listing_category":[858],"event_listing_type":[854],"class_list":["post-60623","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\/60623","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\/60634"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/media?parent=60623"}],"wp:term":[{"taxonomy":"country","embeddable":true,"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/country?post=60623"},{"taxonomy":"event_listing_category","embeddable":true,"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/event_listing_category?post=60623"},{"taxonomy":"event_listing_type","embeddable":true,"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/event_listing_type?post=60623"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}