{"id":21747,"date":"2021-10-07T10:43:21","date_gmt":"2021-10-07T10:43:21","guid":{"rendered":"https:\/\/websitedev.logrise.com\/comment-utiliser-les-mots-cles-negatifs-pour-ameliorer-les-campagnes\/"},"modified":"2021-12-10T12:23:08","modified_gmt":"2021-12-10T12:23:08","slug":"comment-utiliser-les-mots-cles-negatifs","status":"publish","type":"post","link":"https:\/\/websitedev.logrise.com\/fr\/comment-utiliser-les-mots-cles-negatifs\/","title":{"rendered":"Comment utiliser les mots-cl\u00e9s n\u00e9gatifs pour am\u00e9liorer les campagnes"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"21747\" class=\"elementor elementor-21747 elementor-21047\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e7ca3f3 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e7ca3f3\" data-element_type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;gradient&quot;,&quot;shape_divider_bottom&quot;:&quot;triangle-asymmetrical&quot;,&quot;shape_divider_bottom_negative&quot;:&quot;yes&quot;}\">\n\t\t\t\t\t<div class=\"elementor-shape elementor-shape-bottom\" data-negative=\"true\">\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 1000 100\" preserveAspectRatio=\"none\">\n\t<path class=\"elementor-shape-fill\" d=\"M737.9,94.7L0,0v100h1000V0L737.9,94.7z\"\/>\n<\/svg>\t\t<\/div>\n\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-89f2bdd\" data-id=\"89f2bdd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-408a941 elementor-align-center elementor-widget elementor-widget-breadcrumbs\" data-id=\"408a941\" data-element_type=\"widget\" data-widget_type=\"breadcrumbs.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<link rel=\"stylesheet\" href=\"https:\/\/websitedev.logrise.com\/wp-content\/plugins\/elementor-pro\/assets\/css\/widget-theme-elements.min.css\"><p id=\"breadcrumbs\"><span><span><a href=\"https:\/\/websitedev.logrise.com\/fr\/\">Home<\/a><\/span><\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-19d05ee elementor-widget elementor-widget-heading\" data-id=\"19d05ee\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.6.5 - 27-04-2022 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h1 class=\"elementor-heading-title elementor-size-default\">Am\u00e9liorer les campagnes Google Ads avec des mots-cl\u00e9s n\u00e9gatifs<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d42d5b3 elementor-align-center elementor-widget elementor-widget-post-info\" data-id=\"d42d5b3\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<link rel=\"stylesheet\" href=\"https:\/\/websitedev.logrise.com\/wp-content\/plugins\/elementor\/assets\/css\/widget-icon-list.min.css\">\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-741a507 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-calendar\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\toctobre 7, 2021\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-447fee9 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"447fee9\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5f7e014\" data-id=\"5f7e014\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8fbd3b2 elementor-widget elementor-widget-image\" data-id=\"8fbd3b2\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.6.5 - 27-04-2022 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img width=\"1200\" height=\"628\" src=\"https:\/\/websitedev.logrise.com\/wp-content\/uploads\/2021\/09\/AI_BLOG_IMG_BAD_KEYWORDS.jpg\" class=\"attachment-2048x2048 size-2048x2048\" alt=\"homme avec le logo de google ads\" loading=\"lazy\" srcset=\"https:\/\/websitedev.logrise.com\/wp-content\/uploads\/2021\/09\/AI_BLOG_IMG_BAD_KEYWORDS.jpg 1200w, https:\/\/websitedev.logrise.com\/wp-content\/uploads\/2021\/09\/AI_BLOG_IMG_BAD_KEYWORDS-300x157.jpg 300w, https:\/\/websitedev.logrise.com\/wp-content\/uploads\/2021\/09\/AI_BLOG_IMG_BAD_KEYWORDS-1024x536.jpg 1024w, https:\/\/websitedev.logrise.com\/wp-content\/uploads\/2021\/09\/AI_BLOG_IMG_BAD_KEYWORDS-768x402.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c96fb5e elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c96fb5e\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-93d3cae\" data-id=\"93d3cae\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-238b9b8 elementor-widget elementor-widget-text-editor\" data-id=\"238b9b8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.6.5 - 27-04-2022 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#818a91;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#818a91;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Nous vous pr\u00e9sentons les meilleures pratiques pour cr\u00e9er des listes de mots-cl\u00e9s n\u00e9gatifs dans Google Ads.<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-00e7586 elementor-widget elementor-widget-text-editor\" data-id=\"00e7586\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Dans cet article, vous lirez:<\/p><ol><li><a href=\"#mots-cles\">Que sont les mots-cl\u00e9s n\u00e9gatifs?<\/a><\/li><li><a href=\"#correspondance-negative-de-mots-cle\">Les types de correspondance n\u00e9gative de mots-cl\u00e9s<\/a><\/li><li><a href=\"#identifiez-les-mots-cles-negatifs\">Comment identifier les mots-cl\u00e9s n\u00e9gatifs<\/a><\/li><li><a href=\"#avantages-de-lajout-de-mots-cles-negatifs\">Avantages de l&rsquo;ajout de mots-cl\u00e9s n\u00e9gatifs<\/a><\/li><li><a href=\"#google-keyword-planner\">Planificateur de mots-cl\u00e9s Google<\/a><\/li><\/ol>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-dff72aa elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"dff72aa\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3313669\" data-id=\"3313669\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-661d062 elementor-widget elementor-widget-heading\" data-id=\"661d062\" data-element_type=\"widget\" id=\"mots-cles\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Que sont les mots-cl\u00e9s n\u00e9gatifs?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f41e1e3 elementor-widget elementor-widget-text-editor\" data-id=\"f41e1e3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Les mots-cl\u00e9s n\u00e9gatifs sont des mots ou des phrases sp\u00e9cifiques qui emp\u00eachent vos annonces d&rsquo;\u00eatre affich\u00e9es pour toute personne qui recherche ce mot-cl\u00e9 ou cette phrase.<\/p><p>Les <a href=\"\/fr\/marketing-digital\/\"><strong>sp\u00e9cialistes du marketing PPC<\/strong><\/a> identifient ces expressions apr\u00e8s une analyse minutieuse de la campagne, afin de d\u00e9terminer quels mots cl\u00e9s g\u00e9n\u00e8rent des clics et, en fin de compte, des leads ou des revenus. Ces mots-cl\u00e9s ou expressions peuvent \u00eatre ajout\u00e9s au niveau du groupe d&rsquo;annonces ou au niveau de la campagne.<\/p><p>Consid\u00e9rez la recherche suivante: \u00ab\u00a0service de mariage gratuit\u00a0\u00bb. Si vos services sont payants et que votre entreprise appara\u00eet sous la forme d&rsquo;une publicit\u00e9, cette expression devrait peut-\u00eatre \u00eatre incluse dans la liste des mots-cl\u00e9s n\u00e9gatifs. Vous n&rsquo;\u00eates probablement pas int\u00e9ress\u00e9 par des contacts qui veulent des services de mariage gratuits, n&rsquo;est-ce pas?<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-766afa2 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"766afa2\" data-element_type=\"section\" id=\"InstagramAds\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8a0a14e\" data-id=\"8a0a14e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2c348b1 elementor-widget elementor-widget-heading\" data-id=\"2c348b1\" data-element_type=\"widget\" id=\"correspondance-negative-de-mots-cle\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Les types de correspondance n\u00e9gative de mots-cl\u00e9s<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e74d3a0 elementor-widget elementor-widget-text-editor\" data-id=\"e74d3a0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Il existe trois options: <strong>correspondance large<\/strong> (BROAD MATCH), <strong>correspondance par phrase<\/strong>\u00a0(PHRASE MATCH) et <strong>correspondance exacte<\/strong> (EXACT MATCH).<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f7d84c1 elementor-widget elementor-widget-heading\" data-id=\"f7d84c1\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\"><b>BROAD MATCH<\/b><\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3b8e048 elementor-widget elementor-widget-text-editor\" data-id=\"3b8e048\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Une correspondance large n\u00e9gative vous permet d&rsquo;exclure votre annonce des recherches o\u00f9 chaque mot, dans n&rsquo;importe quel ordre, d&rsquo;une phrase de mots cl\u00e9s appara\u00eet dans la recherche. Cela signifie que <strong>votre annonce ne sera pas affich\u00e9e chaque fois que le terme entier est utilis\u00e9 dans une recherche,<\/strong> mais <strong>qu&rsquo;elle peut \u00eatre affich\u00e9e si la recherche ne comporte qu&rsquo;un ou quelques uns de vos mots cl\u00e9s.<\/strong> Ce type de correspondance est <strong>la valeur par d\u00e9faut de Google dans les campagnes de recherche PPC,<\/strong> sauf indication contraire.<\/p>\n<p>Exemple de recherche de \u00ab\u00a0yellow carpet\u00a0\u00bb (dans google tapis jaune) comme mot-cl\u00e9 n\u00e9gatif \u00e0 correspondance large:<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2b4d913 elementor-widget elementor-widget-text-editor\" data-id=\"2b4d913\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>&nbsp;<\/p>\n<table>\n<tbody>\n<tr>\n<td><b>Recherche<\/b><\/td>\n<td><b>L&rsquo;annonce appara\u00eetra-t-elle?<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">google yellow carpet<\/span><\/td>\n<td><b>\u2713<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">dark yellow carpet<\/span><\/td>\n<td><b>\u2713<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">yellow carpet<\/span><\/td>\n<td><b>X<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">carpet yellow<\/span><\/td>\n<td><b>X<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2c133fc elementor-widget elementor-widget-heading\" data-id=\"2c133fc\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\"><b>PHRASE MATCH<\/b><\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-743a06c elementor-widget elementor-widget-text-editor\" data-id=\"743a06c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Une correspondance n\u00e9gative de l&rsquo;expression d&rsquo;un mot cl\u00e9 vous permet d&rsquo;exclure votre annonce des recherches qui comprennent l&rsquo;expression exacte du mot cl\u00e9, avec les mots dans le m\u00eame ordre. <strong>La recherche peut inclure des mots suppl\u00e9mentaires et l&rsquo;annonce ne sera pas affich\u00e9e,<\/strong> pour autant que tous les mots cl\u00e9s soient inclus dans la recherche dans le m\u00eame ordre. Toutefois, si quelqu&rsquo;un ne recherche qu&rsquo;un ou plusieurs des termes de l&rsquo;expression n\u00e9gative, votre annonce peut quand m\u00eame \u00eatre affich\u00e9e.<\/p>\n<p>Exemple de recherche de \u00ab\u00a0yellow carpet\u00a0\u00bb (dans google \u00ab\u00a0yellow carpet\u00a0\u00bb) en tant que correspondance n\u00e9gative d&rsquo;une phrase de mots cl\u00e9s:<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-054e97d elementor-widget elementor-widget-text-editor\" data-id=\"054e97d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<table>\n<tbody>\n<tr>\n<td><strong>Recherche<\/strong><\/td>\n<td><strong>L&rsquo;annonce appara\u00eetra-t-elle?<\/strong><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">google yellow carpet<\/span><\/td>\n<td><b>\u2713<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">dark yellow carpet<\/span><\/td>\n<td><b>X<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">yellow carpet<\/span><\/td>\n<td><b>X<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">carpet yellow<\/span><\/td>\n<td><b>X<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-068919a elementor-widget elementor-widget-heading\" data-id=\"068919a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\"><b>EXACT MATCH<\/b><\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2061c6a elementor-widget elementor-widget-text-editor\" data-id=\"2061c6a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Un mot-cl\u00e9 n\u00e9gatif \u00e0 concordance exacte est presque explicite: il vous permet <strong>d&rsquo;exclure votre annonce des recherches portant sur l&rsquo;expression exacte du mot-cl\u00e9, dans le m\u00eame ordre, sans mots suppl\u00e9mentaires.<\/strong> Si la recherche comporte des mots suppl\u00e9mentaires ou si tous les mots cl\u00e9s sont dans un ordre diff\u00e9rent, votre annonce peut toujours \u00eatre affich\u00e9e. <strong>Ce type de correspondance \u00e9liminera un minimum de trafic car il est tr\u00e8s sp\u00e9cifique.<\/strong><\/p>\n<p>Exemple de recherche de \u00ab\u00a0yellow carpet\u00a0\u00bb (dans google [yellow carpet]) comme correspondance exacte n\u00e9gative:<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0d42626 elementor-widget elementor-widget-text-editor\" data-id=\"0d42626\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<table>\n<tbody>\n<tr>\n<td><strong>Recherche<\/strong><\/td>\n<td><strong>L&rsquo;annonce appara\u00eetra-t-elle?<\/strong><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">google yellow carpet<\/span><\/td>\n<td><b>\u2713<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">dark yellow carpet<\/span><\/td>\n<td><b>\u2713<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">yellow carpet<\/span><\/td>\n<td><b>X<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">carpet yellow<\/span><\/td>\n<td><b>\u2713<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e35f317 elementor-widget elementor-widget-heading\" data-id=\"e35f317\" data-element_type=\"widget\" id=\"identifiez-les-mots-cles-negatifs\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Identifiez les mots-cl\u00e9s n\u00e9gatifs!<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ffb6c6d elementor-widget elementor-widget-text-editor\" data-id=\"ffb6c6d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Facile! Regardez les indicateurs cl\u00e9s de performance comme les clics, les leads, ROI, etc. et tenez compte des points suivants:<\/p><p>Il y aura toujours des clics de mauvaise qualit\u00e9, moins de leads et de l&rsquo;argent gaspill\u00e9. L&rsquo;important est de rectifier tout au long de la vie de vos campagnes. Par cons\u00e9quent&#8230;<br \/>Vous devez r\u00e9duire les d\u00e9penses inutiles pour certains mots cl\u00e9s, \u00e9viter les correspondances de mots cl\u00e9s entre les campagnes et commencer \u00e0 utiliser des mots cl\u00e9s n\u00e9gatifs. Le processus est assez simple, il suffit d&rsquo;aller dans Mots cl\u00e9s &gt; Mots-cl\u00e9s n\u00e9gatifs et de cliquer sur le bouton bleu d&rsquo;ajout!<br \/>Tout ce qui n&rsquo;indique pas l&rsquo;int\u00e9r\u00eat de l&rsquo;utilisateur est sans int\u00e9r\u00eat et inutile.<br \/>Si les mots-cl\u00e9s ne sont pas pertinents et inutiles, ils doivent \u00eatre qualifi\u00e9s de mots-cl\u00e9s n\u00e9gatifs.<br \/>Mais si vous ne d\u00e9clarez pas les mots cl\u00e9s comme n\u00e9gatifs, Google affichera vos annonces pour ces recherches, et nous savons tous que Google aime d\u00e9penser votre argent.<\/p><p>Savez-vous quels sont les principaux param\u00e8tres que vous devez mesurer? Nous vous <b>recommandons de lire notre article <a href=\"\/fr\/rapports-de-marketing\/\">Rapports marketing<\/a>: ne pas savoir interpr\u00e9ter les r\u00e9sultats peut avoir un impact n\u00e9gatif.<\/b><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-da02db3 elementor-widget elementor-widget-heading\" data-id=\"da02db3\" data-element_type=\"widget\" id=\"avantages-de-lajout-de-mots-cles-negatifs\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Avantages de l'ajout de mots-cl\u00e9s n\u00e9gatifs<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7025a3a elementor-widget elementor-widget-heading\" data-id=\"7025a3a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\"><Am\u00e9liorer le taux de clics (CTR)<\/b>.<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eb6bff2 elementor-widget elementor-widget-text-editor\" data-id=\"eb6bff2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Veillez \u00e0 ce que vos annonces ne soient pas affich\u00e9es sur des requ\u00eates non pertinentes: vous exposez ainsi votre compte \u00e0 moins d&rsquo;impressions non int\u00e9ressantes, ce qui se traduit par un pourcentage plus \u00e9lev\u00e9 de personnes cliquant sur votre annonce.<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-009161a elementor-widget elementor-widget-heading\" data-id=\"009161a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\"><b>Cr\u00e9ez des groupes d'annonces plus pertinents.<\/b><\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3048de8 elementor-widget elementor-widget-text-editor\" data-id=\"3048de8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>En \u00e9liminant les mots-cl\u00e9s qui ne sont pas li\u00e9s \u00e0 votre activit\u00e9, vous <strong>augmentez la pertinence de vos groupes d&rsquo;annonces<\/strong>. Les petits groupes d&rsquo;annonces \u00e9troitement li\u00e9s vous permettent de cr\u00e9er un message unique qui s&rsquo;adresse \u00e0 l&rsquo;ensemble du groupe de mots cl\u00e9s.<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-99efb35 elementor-widget elementor-widget-heading\" data-id=\"99efb35\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\"><b>\u00c9conomiser de l'argent<\/b><\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-393263d elementor-widget elementor-widget-text-editor\" data-id=\"393263d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Lorsque vous \u00e9vitez de payer pour des clics inutiles, vous \u00e9conomisez de l&rsquo;argent! <strong>Vous \u00e9liminez les recherches qui ne correspondent pas \u00e0 votre activit\u00e9.<\/strong> Vous pouvez \u00e9galement \u00e9viter de faire des offres contre vous-m\u00eame en cannibalisant les impressions et en diluant les donn\u00e9es au niveau des mots-cl\u00e9s.<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8a6148e elementor-widget elementor-widget-heading\" data-id=\"8a6148e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\"><b>Augmentez votre taux de conversion<\/b>.<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-61e05d8 elementor-widget elementor-widget-text-editor\" data-id=\"61e05d8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Les mots-cl\u00e9s n\u00e9gatifs permettent de s&rsquo;assurer que <strong>vos annonces ne sont pas affich\u00e9es pour des termes sp\u00e9cifiques dont vous savez qu&rsquo;ils ne convertiront pas,<\/strong> tels que les noms de concurrents ou ceux qui v\u00e9hiculent une absence totale d&rsquo;intention commerciale.<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9b2d3b3 elementor-widget elementor-widget-heading\" data-id=\"9b2d3b3\" data-element_type=\"widget\" id=\"google-keyword-planner\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Google Keyword Planner<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c2e2e78 elementor-widget elementor-widget-text-editor\" data-id=\"c2e2e78\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Le Google Keyword Planner est 100% gratuit<\/strong>. Vous n&rsquo;avez pas besoin de d\u00e9penser de l&rsquo;argent en publicit\u00e9s AdWords pour y avoir acc\u00e8s. Tout ce dont vous avez besoin est un compte Google.<\/p>\n<p>Cet outil propose deux options pour vous aider \u00e0 d\u00e9marrer:<\/p>\n<ul>\n<li><strong>D\u00e9couvrez de nouveaux mots-cl\u00e9s:<\/strong> obtenez des id\u00e9es de mots-cl\u00e9s qui peuvent vous aider \u00e0 atteindre les personnes int\u00e9ress\u00e9es par votre produit ou service;<\/li>\n<li><strong>Obtenez le volume de recherche et les pr\u00e9dictions:<\/strong> v\u00e9rifiez le volume de recherche et d&rsquo;autres mesures historiques pour vos mots cl\u00e9s, ainsi que les pr\u00e9dictions sur leurs performances futures.<\/li>\n<\/ul>\n<p>Les deux options proviennent du <strong>plan de mots-cl\u00e9s<\/strong>, mais ce que vous voyez peut varier un peu en fonction de vos choix. Il ne s&rsquo;agit pas de deux outils distincts et autonomes.<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f69ceae elementor-widget elementor-widget-heading\" data-id=\"f69ceae\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Tirez le meilleur parti de vos d\u00e9penses publicitaires<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b4fb485 elementor-widget elementor-widget-text-editor\" data-id=\"b4fb485\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Avec les annonces PPC, les mots cl\u00e9s cibl\u00e9s ne sont qu&rsquo;une partie de l&rsquo;\u00e9quation &#8211; <strong>les mots cl\u00e9s n\u00e9gatifs ont \u00e9galement un impact significatif sur vos campagnes publicitaires.<\/strong> Si les plateformes publicitaires comme <strong>Google<\/strong> et <strong>Bing<\/strong> font un excellent travail de filtrage de votre public, l&rsquo;identification de recherches sp\u00e9cifiques peut vous aider encore plus.<\/p>\n<p>Cr\u00e9ez d\u00e8s aujourd&rsquo;hui une liste de mots-cl\u00e9s n\u00e9gatifs pour am\u00e9liorer la pertinence de vos annonces. Trop compliqu\u00e9? Vous pouvez toujours nous parler et nous ferons tout ce qui est en notre pouvoir pour vous aider \u00e0 vendre davantage!<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5a0a88a elementor-align-center elementor-widget elementor-widget-button\" data-id=\"5a0a88a\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a href=\"https:\/\/websitedev.logrise.com\/fr\/marketing-digital\/\" class=\"elementor-button-link elementor-button elementor-size-sm\" role=\"button\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Services de marketing digital<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ade90e4 elementor-widget elementor-widget-text-editor\" data-id=\"ade90e4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Investir dans le <b><a href=\"\/fr\/marketing-digital-ne-doit-pas-etre-gratuit\/\">marketing digital: pourquoi cela ne devrait-il pas \u00eatre gratuit?<\/a><\/b><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Les mots-cl\u00e9s n\u00e9gatifs ont \u00e9galement un impact important sur vos campagnes publicitaires. Nous vous pr\u00e9sentons les meilleures pratiques pour cr\u00e9er des listes de mots-cl\u00e9s n\u00e9gatifs dans Google Ads.<\/p>\n","protected":false},"author":13,"featured_media":21015,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-global-header-display":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":""},"categories":[586,588],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\r\n<title>Mots cl\u00e9s n\u00e9gatifs pour am\u00e9liorer les campagnes Google Ads<\/title>\r\n<meta name=\"description\" content=\"Les mots-cl\u00e9s n\u00e9gatifs ont \u00e9galement un impact sur les campagnes. 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