{"id":22352,"date":"2023-02-23T15:11:00","date_gmt":"2023-02-23T20:11:00","guid":{"rendered":"https:\/\/www.turko.ca\/casestudies\/comment-nous-avons-aide-love-a-obtenir-plus-de-250-000-usd-en-subventions-publicitaires"},"modified":"2024-06-28T00:50:24","modified_gmt":"2024-06-28T04:50:24","slug":"love","status":"publish","type":"casestudies","link":"https:\/\/www.turko.ca\/fr\/etudes-de-cas\/love","title":{"rendered":"Comment nous avons aid\u00e9 LOVE \u00e0 obtenir plus de 250 000 USD en subventions publicitaires"},"content":{"rendered":"\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe title=\"Turko helped LOVE get over $250,000 USD in advertising grants!\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/al2mEUnu-ec?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n<p>Fond\u00e9e en 1993, <a href=\"https:\/\/loveorganization.ca\/qc\/en\/\" target=\"_blank\" rel=\"noopener\">LOVE<\/a> est une organisation canadienne \u00e0 but non lucratif qui propose des programmes visant \u00e0 am\u00e9liorer la sant\u00e9 mentale, \u00e9motionnelle et sociale des jeunes. LOVE (Qu\u00e9bec) aide les jeunes de 12 \u00e0 21 ans \u00e0 d\u00e9velopper leur intelligence \u00e9motionnelle afin de mieux surmonter les d\u00e9fis du monde moderne. LOVE (Qu\u00e9bec), c&rsquo;est plus de 30 programmes offerts dans 25 \u00e9coles de la r\u00e9gion m\u00e9tropolitaine de Montr\u00e9al. Chaque ann\u00e9e, 800 jeunes entreprennent ce processus de transformation, qui fera d&rsquo;eux des leaders dans leur communaut\u00e9.<\/p>\n\n<h3 class=\"wp-block-heading\">R\u00e9sultats<\/h3>\n\n<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-950561c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"950561c\" data-element_type=\"section\" data-settings=\"{\" background_background=\"\">\n<div class=\"elementor-container elementor-column-gap-default\">\n<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-1072ec3\" data-id=\"1072ec3\" data-element_type=\"column\">\n<div class=\"elementor-widget-wrap elementor-element-populated\">\n<div class=\"elementor-element elementor-element-b9d25da elementor-view-default elementor-position-top elementor-mobile-position-top elementor-widget elementor-widget-icon-box\" data-id=\"b9d25da\" data-element_type=\"widget\" data-widget_type=\"icon-box.default\">\n<div class=\"elementor-widget-container\">\n<div class=\"elementor-icon-box-wrapper\">\n<div class=\"elementor-icon-box-icon\"><span class=\"elementor-icon elementor-animation-\"><br\/><i class=\"fab fa-google\" aria-hidden=\"true\"><\/i> <\/span><\/div>\n<div class=\"elementor-icon-box-content\">\n<h3 class=\"elementor-icon-box-title\">119 000 $ US<\/h3>\n<p class=\"elementor-icon-box-description\">D\u00e9penses publicitaires annuelles gratuites gr\u00e2ce aux subventions Google Ad Grants<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-d5fb1aa\" data-id=\"d5fb1aa\" data-element_type=\"column\">\n<div class=\"elementor-widget-wrap elementor-element-populated\">\n<div class=\"elementor-element elementor-element-5dec74a elementor-view-default elementor-position-top elementor-mobile-position-top elementor-widget elementor-widget-icon-box\" data-id=\"5dec74a\" data-element_type=\"widget\" data-widget_type=\"icon-box.default\">\n<div class=\"elementor-widget-container\">\n<div class=\"elementor-icon-box-wrapper\">\n<div class=\"elementor-icon-box-icon\"><span class=\"elementor-icon elementor-animation-\"><br\/><i class=\"far fa-comments\" aria-hidden=\"true\"><\/i> <\/span><\/div>\n<div class=\"elementor-icon-box-content\">\n<h3 class=\"elementor-icon-box-title\">100 000<\/h3>\n<p class=\"elementor-icon-box-description\">Sessions par an sur le site web de l&rsquo;organisation<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-dbc7477\" data-id=\"dbc7477\" data-element_type=\"column\">\n<div class=\"elementor-widget-wrap elementor-element-populated\">\n<div class=\"elementor-element elementor-element-34df09e elementor-view-default elementor-position-top elementor-mobile-position-top elementor-widget elementor-widget-icon-box\" data-id=\"34df09e\" data-element_type=\"widget\" data-widget_type=\"icon-box.default\">\n<div class=\"elementor-widget-container\">\n<div class=\"elementor-icon-box-wrapper\">\n<div class=\"elementor-icon-box-icon\"><span class=\"elementor-icon elementor-animation-\"><br\/><i class=\"fas fa-chart-line\" aria-hidden=\"true\"><\/i> <\/span><\/div>\n<div class=\"elementor-icon-box-content\">\n<h3 class=\"elementor-icon-box-title\">+35%<\/h3>\n<p class=\"elementor-icon-box-description\">Augmentation du trafic global (d&rsquo;une ann\u00e9e sur l&rsquo;autre)<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n\n<h3 class=\"wp-block-heading\">Contexte<\/h3>\n\n<p>Au printemps 2021, LOVE a constat\u00e9 la n\u00e9cessit\u00e9 de d\u00e9ployer des efforts de marketing pour accro\u00eetre sa visibilit\u00e9 et sa notori\u00e9t\u00e9. Sa mission devait \u00eatre mieux connue des jeunes en difficult\u00e9 et des donateurs potentiels ! Le site web de l&rsquo;organisation g\u00e9n\u00e9rait peu de trafic et LOVE cherchait une agence capable de mettre en \u0153uvre une strat\u00e9gie viable pour les OBNL.<\/p>\n\n<p>Nous leur avons sugg\u00e9r\u00e9 d&rsquo;utiliser tout le potentiel du programme <a href=\"https:\/\/www.google.com\/intl\/en_ca\/grants\/\" target=\"_blank\" rel=\"noopener\">Google Ad Grants<\/a>, qui vise \u00e0 promouvoir la mission d&rsquo;une OBNL par le biais d&rsquo;annonces affich\u00e9es sur la page de r\u00e9sultats des moteurs de recherche (SERP). L&rsquo;aide maximale accord\u00e9e \u00e0 une organisation disposant d&rsquo;un compte Google Ad Grants est de 10 000 USD par mois.<\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u00ab\u00a0Travailler avec Turko est une exp\u00e9rience tr\u00e8s agr\u00e9able : ils sont flexibles, dynamiques et d\u00e9finitivement centr\u00e9s sur le consommateur.\u00a0\u00bb<\/strong> &#8211; Robyn Dalton &#8211; Directrice ex\u00e9cutive, LOVE<\/p>\n<\/blockquote>\n\n<p>Incontournable pour toute organisation \u00e0 but non lucratif, ce programme g\u00e9n\u00e9reux comporte n\u00e9anmoins plusieurs restrictions qui rendent difficile l&rsquo;utilisation des subventions mensuelles (le message publicitaire ne peut pas \u00eatre de nature promotionnelle, le co\u00fbt par clic ne doit pas d\u00e9passer un certain seuil, etc.)<\/p>\n\n<p>Turko a donc propos\u00e9 de g\u00e9rer le compte Google Ad Grants de LOVE afin d&rsquo;en optimiser l&rsquo;utilisation et de concevoir une strat\u00e9gie de contenu permettant \u00e0 l&rsquo;organisation de b\u00e9n\u00e9ficier de l&rsquo;int\u00e9gralit\u00e9 du montant publicitaire disponible chaque mois.<\/p>\n\n<h3 class=\"wp-block-heading\">Objectifs<\/h3>\n\n<ul class=\"wp-block-list\">\n<li>Accro\u00eetre la notori\u00e9t\u00e9 et la visibilit\u00e9 de la marque de l&rsquo;organisation<\/li>\n\n\n\n<li>Augmenter le trafic sur le site web de l&rsquo;organisation<\/li>\n\n\n\n<li>Augmenter les dons<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\">Strat\u00e9gies<\/h3>\n\n<p>Nous avons \u00e9labor\u00e9 un plan d&rsquo;action \u00e0 deux volets pour concevoir un contenu de qualit\u00e9 qui touche directement les jeunes, tout en maximisant la gestion du compte Google Ad Grants. Cette strat\u00e9gie se traduira par une augmentation des demandes d&rsquo;information de la part des jeunes et des parents, ainsi que par une augmentation des dons.<\/p>\n\n<p><a>Strat\u00e9gie SEM<\/a><\/p>\n\n<p>Gestion compl\u00e8te du compte Google Ad Grants. Apr\u00e8s la recherche de mots-cl\u00e9s, nous cr\u00e9ons des audiences et structurons des campagnes. Afin d&rsquo;utiliser pleinement les 10 000 USD mensuels disponibles dans le cadre du programme Google Ad Grants, nous combinons l&rsquo;optimisation de notre compte avec notre strat\u00e9gie de contenu pour la section blog du site. Chaque article publi\u00e9 peut ensuite faire l&rsquo;objet d&rsquo;une campagne de promotion sp\u00e9cifique.<\/p>\n\n<p><a>Strat\u00e9gie de contenu SEO<\/a><\/p>\n\n<p>Nous avons con\u00e7u un calendrier de contenu autour des questions et des d\u00e9fis auxquels sont confront\u00e9s les jeunes. Nous avons divis\u00e9 le contenu en six domaines principaux : probl\u00e8mes scolaires, d\u00e9pendance, probl\u00e8mes familiaux, probl\u00e8mes \u00e9motionnels, probl\u00e8mes d&rsquo;estime de soi et probl\u00e8mes sexuels\/relationnels. Les articles publi\u00e9s sur la section blog du site sont promus par notre campagne de trafic payant offerte par Google Ad Grants, mais g\u00e9n\u00e8rent \u00e9galement un trafic organique au fil du temps.<\/p>\n\n<h3 class=\"wp-block-heading\">Services utilis\u00e9s<\/h3>\n\n<p>SEO<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Strat\u00e9gie de r\u00e9f\u00e9rencement<\/li>\n\n\n\n<li>Marketing de contenu<\/li>\n<\/ul>\n\n<p><a href=\"https:\/\/www.turko.ca\/fr\/agence-ppc\" data-wpil-monitor-id=\"6\">M\u00e9dias payants<\/a><\/p>\n\n<ul class=\"wp-block-list\">\n<li>Google Ads (Google Ad Grants)<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez comment Turko Marketing a aid\u00e9 LOVE, une organisation \u00e0 but non lucratif (OBNL), \u00e0 am\u00e9liorer sa visibilit\u00e9, \u00e0 augmenter le nombre de visites sur son site Web et \u00e0 accro\u00eetre les dons.<\/p>\n","protected":false},"featured_media":19855,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","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":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"yasr_overall_rating":0,"yasr_post_is_review":"","yasr_auto_insert_disabled":"","yasr_review_type":"","footnotes":""},"categories":[30],"tags":[],"class_list":["post-22352","casestudies","type-casestudies","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas"],"acf":[],"yasr_visitor_votes":{"stars_attributes":{"read_only":false,"span_bottom":false},"number_of_votes":0,"sum_votes":0},"_links":{"self":[{"href":"https:\/\/www.turko.ca\/fr\/wp-json\/wp\/v2\/casestudies\/22352","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.turko.ca\/fr\/wp-json\/wp\/v2\/casestudies"}],"about":[{"href":"https:\/\/www.turko.ca\/fr\/wp-json\/wp\/v2\/types\/casestudies"}],"version-history":[{"count":7,"href":"https:\/\/www.turko.ca\/fr\/wp-json\/wp\/v2\/casestudies\/22352\/revisions"}],"predecessor-version":[{"id":27300,"href":"https:\/\/www.turko.ca\/fr\/wp-json\/wp\/v2\/casestudies\/22352\/revisions\/27300"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.turko.ca\/fr\/wp-json\/wp\/v2\/media\/19855"}],"wp:attachment":[{"href":"https:\/\/www.turko.ca\/fr\/wp-json\/wp\/v2\/media?parent=22352"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.turko.ca\/fr\/wp-json\/wp\/v2\/categories?post=22352"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.turko.ca\/fr\/wp-json\/wp\/v2\/tags?post=22352"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}