{"id":8059,"date":"2025-06-02T16:39:27","date_gmt":"2025-06-02T20:39:27","guid":{"rendered":"https:\/\/whatsappbusiness.com\/resources\/resource-library\/optimiser-vos-publicites-pour-atteindre-vos-objectifs-commerciaux\/"},"modified":"2026-04-30T15:34:01","modified_gmt":"2026-04-30T19:34:01","slug":"down-funnel-optimizations-whatsapp","status":"publish","type":"resource","link":"https:\/\/whatsappbusiness.com\/fr\/resources\/resource-library\/down-funnel-optimizations-whatsapp\/","title":{"rendered":"Optimiser vos publicit\u00e9s pour atteindre vos objectifs commerciaux"},"content":{"rendered":"\n
\n

Que sont les optimisations du bas du funnel<\/mark>\u00a0?<\/h1>\n\n\n\n

Vous diffusez des publicit\u00e9s, mais les r\u00e9sultats ne sont pas au rendez-vous\u00a0? Optez pour l\u2019optimisation des publicit\u00e9s. Gr\u00e2ce \u00e0 cette fonctionnalit\u00e9, vos publicit\u00e9s sont diffus\u00e9es aupr\u00e8s des personnes les plus susceptibles d\u2019effectuer des actions qui vous aideront \u00e0 atteindre vos objectifs commerciaux. Les optimisations du bas du funnel permettent \u00e0 vos publicit\u00e9s de transformer les vues en client\u00e8le.<\/p>\n<\/div>\n\n

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Quelles optimisations du bas du funnel sont disponibles pour les publicit\u00e9s clic vers WhatsApp\u00a0?<\/h2>\n\n\n\n

Il existe actuellement deux optimisations disponibles pour les publicit\u00e9s clic vers WhatsApp. Selon votre objectif (g\u00e9n\u00e9ration de prospects ou g\u00e9n\u00e9ration directe de ventes), vous pouvez choisir entre l\u2019optimisation des publicit\u00e9s pour les prospects ou pour les achats.<\/p>\n<\/div>\n\n

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Optimisation pour les achats<\/h2>\n\n\n\n

Cette option vous permet de maximiser le nombre d\u2019achats effectu\u00e9s directement via WhatsApp en pr\u00e9sentant des publicit\u00e9s \u00e0 la client\u00e8le susceptible d\u2019effectuer directement un achat au cours de la conversation.<\/p>\n\n\n\n

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Am\u00e9lioration des performances des publicit\u00e9s<\/h3>\n\n\n\n

En moyenne, les campagnes de publicit\u00e9s clic vers WhatsApp optimis\u00e9es pour les achats par le biais de la messagerie affichent un co\u00fbt par achat inf\u00e9rieur de 10\u00a0% \u00e0 celui des campagnes optimis\u00e9es pour les conversations.<\/p>\n\n\n\n

(Source : r\u00e9sultats d\u2019une \u00e9tude mondiale d\u2019une semaine \u00e0 grande \u00e9chelle mesurant les effets incr\u00e9mentaux au deuxi\u00e8me semestre 2024.)<\/em><\/p>\n<\/div>\n\n\n\n

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\"Publicit\u00e9\u00a0Facebook<\/figure>\n\n\n\n

Exemple d\u2019optimisation de publicit\u00e9 pour les achats.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

Optimisation pour les prospects<\/h2>\n\n\n\n

L\u2019optimisation des publicit\u00e9s pour les prospects favorise la diffusion de publicit\u00e9s aupr\u00e8s des personnes les plus susceptibles d\u2019entrer en contact avec votre entreprise et de partager leurs coordonn\u00e9es. Cette option permet \u00e0 votre entreprise d\u2019\u00eatre en contact avec des prospects plus qualifi\u00e9s, et ce \u00e0 moindre co\u00fbt.<\/p>\n\n\n\n

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\"Publicit\u00e9\u00a0Facebook<\/figure>\n\n\n\n

Exemple d\u2019optimisation de publicit\u00e9 pour les prospects.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Am\u00e9lioration des performances des publicit\u00e9s<\/h3>\n\n\n\n

En moyenne, les campagnes de publicit\u00e9s clic vers WhatsApp optimis\u00e9es pour les prospects affichent un co\u00fbt par prospect inf\u00e9rieur de 24\u00a0% \u00e0 celui des campagnes optimis\u00e9es pour les conversations.<\/p>\n\n\n\n

(Source\u00a0: r\u00e9sultats d\u2019une exp\u00e9rience portant sur 116\u00a0000\u00a0campagnes de publicit\u00e9s clic vers WhatsApp men\u00e9es dans 43\u00a0000\u00a0entreprises pendant 7\u00a0jours entre le 4\u00a0novembre\u00a02024 et le 10\u00a0novembre\u00a02024 dans diff\u00e9rents secteurs et dans diff\u00e9rentes r\u00e9gions.)<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n\n

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Quelle est la diff\u00e9rence entre les publicit\u00e9s \u00e0 formulaire qui dirigent vers WhatsApp et les publicit\u00e9s clic vers WhatsApp optimis\u00e9es pour les prospects\u00a0?<\/h2>\n\n\n\n

Ces deux approches semblent similaires, mais permettent \u00e0 votre entreprise d\u2019atteindre des objectifs diff\u00e9rents\u00a0:<\/p>\n<\/div>\n\n\n\n

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\"Ic\u00f4ne<\/figure>\n\n\n\n

Publicit\u00e9s de g\u00e9n\u00e9ration de prospects qui dirigent vers WhatsApp<\/h4>\n\n\n\n

Les publicit\u00e9s \u00e0 formulaire qui dirigent vers WhatsApp sont con\u00e7ues pour attirer une nouvelle client\u00e8le et l\u2019encourager \u00e0 entamer une conversation avec votre entreprise sur WhatsApp. Ces publicit\u00e9s comportent g\u00e9n\u00e9ralement un appel \u00e0 l\u2019action\u00a0(CTA) clair qui invite les utilisateur\u00b7ices \u00e0 envoyer un message \u00e0 votre entreprise. Elles contribuent \u00e0 accro\u00eetre la notori\u00e9t\u00e9 de la marque et \u00e0 \u00e9toffer votre liste de prospects. Toutefois, les taux de conversion peuvent \u00eatre inf\u00e9rieurs \u00e0 ceux des publicit\u00e9s optimis\u00e9es pour les prospects.<\/p>\n<\/div>\n\n\n\n

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\"Ic\u00f4ne<\/figure>\n\n\n\n

Publicit\u00e9s clic vers WhatsApp optimis\u00e9es pour les prospects<\/h4>\n\n\n\n

Les publicit\u00e9s clic vers WhatsApp optimis\u00e9es pour les prospects sont con\u00e7ues pour maintenir l\u2019engagement des prospects existants et les encourager \u00e0 effectuer une action sp\u00e9cifique, comme faire un achat ou prendre un rendez-vous. L\u2019objectif est de toucher des prospects qualifi\u00e9s.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n

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Formation pour les annonceur\u00b7ses<\/h1>\n\n\n\n

Familiarisez-vous avec les rouages de l\u2019optimisation des prospects et de l\u2019optimisation des achats pour les publicit\u00e9s qui dirigent vers la messagerie. Cliquez pour acc\u00e9der aux cours de formation cr\u00e9\u00e9s pour les annonceurs.<\/p>\n\n\n\n

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En savoir plus sur l\u2019optimisation des achats<\/a><\/div>\n\n\n\n
En savoir plus sur l\u2019optimisation pour les prospects<\/a><\/div>\n<\/div>\n<\/div>\n\n
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Comment configurer l\u2019optimisation des publicit\u00e9s clic vers WhatsApp\u00a0:<\/h2>\n\n\n\n

Maintenant que vous en savez plus sur les diff\u00e9rentes approches d\u2019optimisation du bas de l\u2019entonnoir pour les publicit\u00e9s clic vers WhatsApp, il est temps de vous lancer\u00a0! Une fois que vous avez d\u00e9fini l\u2019approche la plus adapt\u00e9e \u00e0 vos objectifs commerciaux, vous pouvez suivre les \u00e9tapes suivantes pour configurer votre publicit\u00e9\u00a0:<\/p>\n<\/div>\n\n\n\n

    \n
  1. Cliquez sur le bouton Cr\u00e9er<\/b> pour commencer \u00e0 cr\u00e9er une campagne.<\/li>\n\n\n\n
  2. Select your campaign objective.\n
      \n
    1. Dans le cadre de l\u2019optimisation pour les achats<\/b>\u00a0: s\u00e9lectionnez Ventes ou Engagement<\/b> comme objectif de campagne. Veillez \u00e0 choisir une configuration manuelle pour votre campagne\u00a0!<\/li>\n\n\n\n
    2. Dans le cadre de l\u2019optimisation pour les prospects<\/b>\u00a0: s\u00e9lectionnez Prospects<\/b> comme objectif de campagne.<\/li>\n<\/ol>\n<\/li>\n\n\n\n
    3. Choisissez Destinations des messages<\/b> comme lieu de conversion et s\u00e9lectionnez WhatsApp<\/b> comme destination de messagerie pour la campagne.<\/li>\n\n\n\n
    4. Configurez vos publicit\u00e9s comme vous l\u2019entendez, puis cliquez sur Publier.<\/li>\n<\/ol>\n\n\n\n
      \n

      D\u00e8s lors que vous r\u00e9pondez aux crit\u00e8res d\u2019\u00e9ligibilit\u00e9, l\u2019option d\u2019optimisation pour votre objectif commercial s\u2019affiche dans le Gestionnaire de publicit\u00e9s. Acc\u00e9dez au Gestionnaire de publicit\u00e9s puis cliquez sur +\u00a0Cr\u00e9er.<\/h3>\n\n\n\n
      \"S\u00e9lectionnez<\/figure>\n<\/div>\n<\/div>\n\n
      \n
      \n
      \n

      Atteignez vos objectifs commerciaux gr\u00e2ce \u00e0 l\u2019optimisation du bas du funnel<\/h2>\n\n\n\n

      Que vous cherchiez \u00e0 atteindre des prospects r\u00e9ceptifs ou \u00e0 maximiser vos ventes, il existe une approche d\u2019optimisation adapt\u00e9e \u00e0 vos besoins. Lancez-vous d\u00e8s aujourd\u2019hui et d\u00e9couvrez-en plus sur l\u2019application WhatsApp\u00a0Business.<\/strong><\/p>\n<\/div>\n\n\n\n

      \n
      Voir les ressources<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

      D\u00e9couvrez les optimisations du bas du funnel pour les publicit\u00e9s clic vers WhatsApp\u00a0: leurs caract\u00e9ristiques, les conditions d\u2019\u00e9ligibilit\u00e9 et leur 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