{"id":27472,"date":"2022-04-01T01:00:00","date_gmt":"2022-03-31T23:00:00","guid":{"rendered":"https:\/\/graphiste.com\/blog\/?p=27472"},"modified":"2022-11-10T14:04:01","modified_gmt":"2022-11-10T13:04:01","slug":"google-ads-formats-annonces-display","status":"publish","type":"post","link":"https:\/\/graphiste.com\/blog\/google-ads-formats-annonces-display\/","title":{"rendered":"Google Ads\u00a0: le guide des formats d&#8217;annonces display responsives"},"content":{"rendered":"<p>Au cours de ces derni\u00e8res ann\u00e9es, les annonces textuelles de Google Ads ont laiss\u00e9 place aux annonces , puis aux annonces display responsives. Ces derni\u00e8res sont d\u00e9sormais le type d&#8217;annonce utilis\u00e9 par d\u00e9faut par le r\u00e9seau display. Ici, les \u00e9l\u00e9ments qui constituent vos annonces sont automatiquement optimis\u00e9s par Google Ads au moment de leur diffusion sur le r\u00e9seau display, afin de cr\u00e9er des annonces les plus performantes possibles au moment de l&#8217;impression. Voici un guide complet des formats d&#8217;annonces display <a href=\"https:\/\/graphiste.com\/blog\/10-conseils-responsive-design-efficace\">responsive.<\/a><\/p>\n<p>&nbsp;<\/p>\n<h2>Les annonces display responsives de Google Ads<\/h2>\n<p>Le r\u00e9seau display Google utilise par d\u00e9faut les annonces display responsives. Celles-ci sont automatiquement ajust\u00e9es par le syst\u00e8me, tant dans leur taille, leur apparence, et leur format, afin de s\u2019adapter \u00e0 l&#8217;espace publicitaire disponible. Par cons\u00e9quent, tous les \u00e9l\u00e9ments qui composent ce type d\u2019annonce peuvent \u00eatre amen\u00e9s \u00e0 \u00e9voluer afin de maximiser les performances de vos publicit\u00e9s.<\/p>\n<blockquote><p>Une m\u00eame annonce peut \u00eatre diffus\u00e9e sous la forme d&#8217;une banni\u00e8re native sur un site web donn\u00e9, puis sous la forme d\u2019une annonce textuelle dynamique sur un autre.<\/p><\/blockquote>\n<p>Les annonces display responsives sont ainsi pens\u00e9es pour vous aider \u00e0 gagner du temps, puisqu\u2019elles se d\u00e9clinent d\u2019elles-m\u00eames en diff\u00e9rentes versions ajust\u00e9es \u00e0 tous les types d&#8217;appareils. Afin de rester parfaitement lisibles, leur taille s\u2019adapte donc \u00e0 tous les supports utilis\u00e9s par les internautes, qu\u2019il s\u2019agisse d\u2019un smartphone, d\u2019une tablette ou encore d\u2019un ordinateur.<\/p>\n<figure id=\"attachment_27477\" aria-describedby=\"caption-attachment-27477\" style=\"width: 681px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-27477 size-full\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2021\/06\/Exemples-annonces-mobiles.JPG.jpg\" alt=\"Exemples-annonces-mobiles.JPG\" width=\"681\" height=\"169\" \/><figcaption id=\"caption-attachment-27477\" class=\"wp-caption-text\">Quelques exemples de dimensions d\u2019annonces visibles sur les supports mobiles (Smartphone et tablettes)<\/figcaption><\/figure>\n<figure id=\"attachment_27478\" aria-describedby=\"caption-attachment-27478\" style=\"width: 657px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-27478 size-full\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2021\/06\/Exemples-annonces-ordinateur.JPG.jpg\" alt=\"Exemples-annonces-ordinateur.JPG\" width=\"657\" height=\"197\" \/><figcaption id=\"caption-attachment-27478\" class=\"wp-caption-text\">Quelques exemples de dimensions d\u2019annonces visibles sur les ordinateurs<\/figcaption><\/figure>\n<p>L&#8217;utilisation de ce type d&#8217;annonce laisse donc tout le travail de test et d&#8217;optimisation aux bons soins de Google, ce qui vous permet de concentrer vos efforts sur les t\u00e2ches annexes d\u2019optimisation des performances de vos publicit\u00e9s.<\/p>\n<p>&nbsp;<\/p>\n<h2>Quels formats privil\u00e9gier pour mes annonces display responsives\u00a0?<\/h2>\n<p>Les annonces display <a href=\"https:\/\/graphiste.com\/blog\/age-responsive-design\">responsives<\/a> de Google Ads sont ainsi compos\u00e9es de plusieurs \u00e9l\u00e9ments import\u00e9s par vos soins. Il est d\u2019ailleurs possible d\u2019importer plusieurs \u00e9l\u00e9ments d&#8217;un m\u00eame type.<\/p>\n<p>En effet, vous pouvez indiff\u00e9remment fournir jusqu&#8217;\u00e0 cinq titres, descriptions et logos, et jusqu&#8217;\u00e0 15 images marketing.<\/p>\n<figure id=\"attachment_27488\" aria-describedby=\"caption-attachment-27488\" style=\"width: 640px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-27488\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2021\/06\/launchpresso-qqaFqXKBMig-unsplash-1.jpg\" alt=\"google adwords\" width=\"640\" height=\"360\" \/><figcaption id=\"caption-attachment-27488\" class=\"wp-caption-text\">Photo by <a href=\"https:\/\/unsplash.com\/@launchpresso?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Launchpresso<\/a> on Unsplash<\/figcaption><\/figure>\n<p>Pour composer votre annonce, importez\u00a0donc&nbsp;:<\/p>\n<div class=\"page\" title=\"Page 1\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<ul>\n<li>Votre <a href=\"https:\/\/graphiste.com\/blog\/creer-logo-ecommerce\">logo<\/a> au format 1:1 ou 4:1.<\/li>\n<li>Jusqu\u2019\u00e0 15 images en haute qualit\u00e9 qui ne doivent pas \u00eatre retouch\u00e9es (du moins dans l\u2019id\u00e9al)&nbsp;:\n<ul>\n<li>au format paysage, le ratio recommand\u00e9 est de 1.91:1, et les dimensions doivent \u00eatre de pr\u00e9f\u00e9rences sup\u00e9rieures \u00e0 600 x 314 pixels, avec une taille de fichier inf\u00e9rieure \u00e0 5 120 ko,<\/li>\n<li>au format carr\u00e9, le ratio recommand\u00e9 est de 1:1, avec des dimensions de pr\u00e9f\u00e9rences sup\u00e9rieures \u00e0 300 x 300 pixels, et toujours une taille de fichier inf\u00e9rieure \u00e0 5 120 Ko.<\/li>\n<\/ul>\n<\/li>\n<li>Une <a href=\"https:\/\/graphiste.com\/blog\/reussir-une-video-produit\">vid\u00e9o<\/a> (optionnelle), de moins de 30 secondes, avec un format en 16:9, 1:1, 4:3 ou 9:16.<\/li>\n<li>De 1 \u00e0 5 titres courts de 30 caract\u00e8res maximum chacun.<\/li>\n<li>Un titre long de 90 caract\u00e8res maximum.<\/li>\n<li>De 1 \u00e0 5 descriptions de 90 caract\u00e8res maximum chacune.<\/li>\n<li>Le nom de votre entreprise.<\/li>\n<li>Une URL finale.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"page\" title=\"Page 1\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<\/div>\n<\/div>\n<\/div>\n<blockquote><p>Vous pr\u00e9f\u00e9rez garder le contr\u00f4le sur les cr\u00e9ations de vos campagnes display&nbsp;? Google Ads vous permet aussi d\u2019importer vos propres annonces graphiques. Cr\u00e9ez-les en-dehors de l\u2019outil avant de les importer sous la forme d\u2019un fichier .zip. Vous pourrez ensuite les convertir en annonces responsives.<\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h2>Les options de format avanc\u00e9es des annonces display responsives<\/h2>\n<p>Vous l\u2019avez compris, vos annonces display responsives sont automatiquement g\u00e9n\u00e9r\u00e9es \u00e0 partir des titres, images et descriptions ajout\u00e9s par vos soins, et cela gr\u00e2ce \u00e0 l&#8217;aide d&#8217;algorithmes de machine learning.<\/p>\n<p>Ce que vous ne savez pas encore, en revanche, c\u2019est qu\u2019au moment de cr\u00e9er vos annonces, vous avez acc\u00e8s des options de format avanc\u00e9es.<\/p>\n<figure id=\"attachment_27479\" aria-describedby=\"caption-attachment-27479\" style=\"width: 640px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-27479\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2021\/06\/charles-deluvio-leqrylJNYUQ-unsplash.jpg\" alt=\"google ads\" width=\"640\" height=\"848\" \/><figcaption id=\"caption-attachment-27479\" class=\"wp-caption-text\">Photo by <a href=\"https:\/\/unsplash.com\/@charlesdeluvio?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Charles Deluvio<\/a> on Unsplash<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<h2>La fonctionnalit\u00e9 \u00ab\u00a0Am\u00e9lioration des \u00e9l\u00e9ments\u00a0\u00bb<\/h2>\n<p>Cette fonctionnalit\u00e9 permet \u00e0 Google de retoucher vos \u00e9l\u00e9ments pour des annonces toujours plus attrayantes, gr\u00e2ce\u00a0:<\/p>\n<div class=\"page\" title=\"Page 1\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<ul>\n<li>\u00e0 un recadrage intelligent de vos <a href=\"https:\/\/graphiste.com\/blog\/contenus-visuels-a-creer-marque\">visuels<\/a> afin de mettre en exergue les \u00e9l\u00e9ments les plus importants ;<\/li>\n<li>la superposition de vos textes et logos sur des zones pertinentes de votre image ;<\/li>\n<li>des descriptions non-syst\u00e9matiques (supprim\u00e9es en cas de besoin) ;<\/li>\n<li>un zoom sur votre logo.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"page\" title=\"Page 1\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<\/div>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<h2>L\u2019option \u00ab\u00a0Vid\u00e9os g\u00e9n\u00e9r\u00e9es automatiquement\u00a0\u00bb<\/h2>\n<p>Ici, <a href=\"https:\/\/graphiste.com\/blog\/success-story-histoire-logo-google\">Google<\/a> cr\u00e9e pour vous des annonces vid\u00e9o gr\u00e2ce \u00e0 la combinaison de vos titres, descriptions et images. Cette option n\u2019est \u00e9videmment accessible que si vous n\u2019avez pas vous-m\u00eame d\u00e9j\u00e0 import\u00e9 une vid\u00e9o dans votre annonce.<\/p>\n<p>&nbsp;<\/p>\n<h2>La fonctionnalit\u00e9 \u00ab\u00a0Formats natifs\u00a0\u00bb<\/h2>\n<p>Cette option permet \u00e0 Google de g\u00e9n\u00e9rer des annonces qui utilisent des formats natifs, ce qui permet d&#8217;\u00e9largir votre audience \u00e0 d&#8217;autres \u00e9diteurs comme YouTube et Gmail. Ce type de formats peut avoir une incidence positive sur vos annonces en am\u00e9liorant leurs performances.<\/p>\n<p>&nbsp;<\/p>\n<p>Vous avez besoin d&#8217;aide pour cr\u00e9er vos banni\u00e8res Google Ads d\u00e9clin\u00e9es dans les diff\u00e9rents formats demand\u00e9s&nbsp;? Confiez cette mission \u00e0 un<a href=\"https:\/\/graphiste.com\/#open-fast?source=blog-text\"> graphiste freelance<\/a>&nbsp;!<\/p>\n<p>Vous pr\u00e9f\u00e9rer externaliser compl\u00e8tement la gestion de vos campagnes Google Ads&nbsp;? Des <a href=\"https:\/\/www.codeur.com\/users\/c\/webmarketing\/sc\/adwords?utm_source=Graphiste&amp;utm_medium=blog&amp;utm_campaign=google-ads\" target=\"_blank\" rel=\"noopener noreferrer\">consultants SEA<\/a> sont disponibles sur <a href=\"https:\/\/www.codeur.com\/fonctionnement-codeur?utm_source=Graphiste&amp;utm_medium=blog&amp;utm_campaign=google-ads\" target=\"_blank\" rel=\"noopener noreferrer\">Codeur.com<\/a>. Postez votre projet gratuitement pour recevoir leurs devis et vous assurer du succ\u00e8s de vos campagnes display&nbsp;!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Au cours de ces derni\u00e8res ann\u00e9es, les annonces textuelles de Google Ads ont laiss\u00e9 place aux annonces , puis aux annonces display responsives. Ces derni\u00e8res sont d\u00e9sormais le type d&#8217;annonce utilis\u00e9 par d\u00e9faut par le r\u00e9seau display. Ici, les \u00e9l\u00e9ments qui constituent vos annonces sont automatiquement optimis\u00e9s par Google Ads au moment de leur diffusion [&hellip;]<\/p>\n","protected":false},"author":54,"featured_media":27502,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[27],"tags":[43],"class_list":["post-27472","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webdesign","tag-developper-entreprise"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google Ads\u00a0: le guide des formats d&#039;annonces display responsives - Graphiste Blog<\/title>\n<meta name=\"description\" content=\"Au cours de ces derni\u00e8res ann\u00e9es, les annonces textuelles de Google Ads ont laiss\u00e9 place aux annonces , puis aux annonces display responsives. Ces\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/graphiste.com\/blog\/google-ads-formats-annonces-display\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Ads\u00a0: le guide des formats d&#039;annonces display responsives - Graphiste Blog\" \/>\n<meta property=\"og:description\" content=\"Au cours de ces derni\u00e8res ann\u00e9es, les annonces textuelles de Google Ads ont laiss\u00e9 place aux annonces , puis aux annonces display responsives. Ces\" \/>\n<meta property=\"og:url\" content=\"https:\/\/graphiste.com\/blog\/google-ads-formats-annonces-display\/\" \/>\n<meta property=\"og:site_name\" content=\"Graphiste.com\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/graphistesfreelances\" \/>\n<meta property=\"article:published_time\" content=\"2022-03-31T23:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-11-10T13:04:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2021\/06\/guide_annonces_responsives-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"850\" \/>\n\t<meta property=\"og:image:height\" content=\"423\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Solenne Ricard\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Graphistecom\" \/>\n<meta name=\"twitter:site\" content=\"@Graphistecom\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Solenne Ricard\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/graphiste.com\/blog\/google-ads-formats-annonces-display\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/graphiste.com\/blog\/google-ads-formats-annonces-display\/\"},\"author\":{\"name\":\"Solenne Ricard\",\"@id\":\"https:\/\/graphiste.com\/blog\/#\/schema\/person\/d32851799b2f02a17a0e64f98fe5def4\"},\"headline\":\"Google Ads\u00a0: le guide des formats d&#8217;annonces display responsives\",\"datePublished\":\"2022-03-31T23:00:00+00:00\",\"dateModified\":\"2022-11-10T13:04:01+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/graphiste.com\/blog\/google-ads-formats-annonces-display\/\"},\"wordCount\":946,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/graphiste.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/graphiste.com\/blog\/google-ads-formats-annonces-display\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2021\/06\/guide_annonces_responsives-1.jpg\",\"keywords\":[\"D\u00e9velopper son entreprise\"],\"articleSection\":[\"Webdesign\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/graphiste.com\/blog\/google-ads-formats-annonces-display\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/graphiste.com\/blog\/google-ads-formats-annonces-display\/\",\"url\":\"https:\/\/graphiste.com\/blog\/google-ads-formats-annonces-display\/\",\"name\":\"Google Ads\u00a0: le guide des formats d'annonces display responsives - Graphiste Blog\",\"isPartOf\":{\"@id\":\"https:\/\/graphiste.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/graphiste.com\/blog\/google-ads-formats-annonces-display\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/graphiste.com\/blog\/google-ads-formats-annonces-display\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2021\/06\/guide_annonces_responsives-1.jpg\",\"datePublished\":\"2022-03-31T23:00:00+00:00\",\"dateModified\":\"2022-11-10T13:04:01+00:00\",\"description\":\"Au cours de ces derni\u00e8res ann\u00e9es, les annonces textuelles de Google Ads ont laiss\u00e9 place aux annonces , puis aux annonces display responsives. 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