Automotive Digital Marketing Performance Trends - May - Adpearance

Automotive Digital Marketing Performance Trends – May

We’re closely monitoring website traffic and paid search trends for auto dealerships. Check back weekly for updated data and insights.

The insights below were updated on 5/26/20. Please check back for weekly updates. For access to helpful resources during this time, please visit our resource hub or subscribe below.

Automotive Website Traffic Trends

May 26, 2020 Insights

  • Overall website sessions have continued their increase over the last 7 days (+4.0% vs previous period), and are now up (+15.0%) in the last 14 days and (+19.7%) in the last 30 days vs previous period.
  • Natural traffic sources (Direct, Organic, Referral) are up over the last 7 days (+2.2% vs previous period), and continue to see double digit gains over the last 30 days (+23.5% vs previous period).
  • Paid search traffic continues to rebound over the last 7 days (+2.1%) and 14 days (+18.6%) over the previous period. Over the last 30 days, paid sessions are now up by (+6.1%) vs previous period.

May 18, 2020 Insights

  • Overall website sessions have continued their increase over the last 7 days (+9.4% vs previous period), and are now up (+12.3%) in the last 14 days and (+23.4%) in the last 30 days vs. previous period.
  • Natural traffic sources (Direct, Organic, Referral) are up over the last 7 days (+8.4% vs previous period), and continue to see double digit gains over the last 30 days (+32.2% vs. previous period).
  • Paid search traffic continues to rebound over and is up (+8.1%) the last 7 days and (+13.1%) over the last 14 days vs. previous period. Over the last 30 days, paid sessions are down only (-0.8%) vs. previous period.

May 11, 2020 Insights

  • Overall website sessions have started a steady increase again in the last 7 days (+7.7% vs. previous period), and are still up over the last 14 days (+1.0%) and 30 days (+18.3%).
  • Natural traffic sources (Direct, Organic, Referral) are up over the last 7 days (+8.7% vs. previous period), and continue to see double digit gains over the last 30 days (+30.7%).
  • Paid search traffic has begun to rebound over the last 7 days and is up (+10.5%) over the previous period, but still down (-7.4%)  over the last 14 days and (-8.6%) over the last 30 days vs. previous period.

May 4, 2020 Insights

  • Overall website sessions have slowed over the last 7 days (-2.7% vs previous period), but are still up over the last 14 (+10.4%) and 30 days (+4.6%) vs. previous period.
  • Natural traffic sources (Direct, Organic, Referral) are flat over the last 7 days (-0.3% vs previous period), but continue to see double digit gains over the last 14 (+13.8%) and 30 days (+14.2%) vs. previous period.
  • Paid search traffic continues to be down over the last 7 (-8.8%), 14 (-93.4%), and 30 days (-16.8%) vs. previous period.

Automotive Digital Advertising Trends

May 26, 2020 Insights

  • Market presence has seen marginal changes over the last 7 days (spend is down -1.6% vs. previous period), and continues to be up (+14.8%) over the last 14 days vs previous period.
  • Cost-per-click metrics remain low and are down (-7.7%) over the last 30 days vs previous period and have remained about the same since April 21st.
  • Click-through-rates continue to rise and are currently at 20.19% (up +9.6% over the last 30 days vs previous period). We expect CTR to begin leveling out as other dealers are coming back into the market.
  • Unique lead action rate continued to decline over the last 7 days vs. previous period by (-1.8%), but remains up (+6.8%) in the last 30 days vs previous period.
  • Cost/unique lead action increased over the last 7 days vs previous period by (+19.3%), but is still down (-5.4%) over the last 30 days vs previous period.

May 18, 2020 Insights

  • Market presence has started to rebound and dealer spend and impressions are up (+13.8%) and (+10.2%) respectively over the last 7 days.
  • Cost-per-click metrics remain low and are down (-9.3%) over the last 30 days vs. previous period and have remained about the same since April 21st.
  • Click-through-rates continue to rise and are currently at 19.00% (up +15.5% over the last 30 days vs. previous period). We expect the CTR to begin leveling out as other dealers are coming back into the market.
  • Unique lead action rate continued to decline over the last 7 days (-11.4% vs. previous period), but remains up (+5.8%) in the last 30 days vs. previous period.
  • Cost/unique lead action increased over the last 7 days vs. previous period by (+24.6%), but is still down (-9.8%) over the last 30 days vs. previous period.

May 11, 2020 Insights

  • Cost-per-click metrics remain low and are down (-15.7%) over the last 30 days vs. previous period.
  • Click-through-rates continue to rise and are currently at 18.47% (up +26.3% over the last 30 days vs. previous period).
  • Unique lead action rate continues to increase and is now up to 10.88%, up (+4.8%) over the last 7 days and (+7.2%) over the 30 days vs. previous period.
  • Cost/unique lead action continues to decrease (great news!) and is down (-9.6%) in the last 30 days vs. previous period.

May 4, 2020 Insights

  • Digital Advertising market share has remained relatively constant over the last 30 days vs previous period, only deviating by 5.5% maximum and is currently observed at 64.88% across our dealer body.
  • Cost-per-click metrics remain low and are down (-16.2%) over the last 30 days vs previous period.
  • Ad position overall continues to increase and we have observed an absolute top (position 1) position increase of (+31.5%) over the last 30 days vs previous period.
  • Click-through-rates continue to rise are are currently at 18.22% (up +23.4% over the last 30 days vs previous period)
  • Cost/unique lead action has remained relatively constant over the last 30 days vs. previous period (-6.4%).

Automotive Google Search Trends

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About the Author

Calvin Mesman

With a data-driven mind and passion for doing things the right way, Calvin is the architect of the Adpearance service offering. He oversees both the technical and client-facing teams responsible for delivering seamless digital advertising, SEO, and social media efforts.

Adpearance is the digital marketing company obsessed with generating quality leads. Our solutions combine cutting-edge technology, premium tracking, and an expert team to transform business results.

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