February Traffic & Paid Search Trends for Heavy Equipment Dealers

The insights below were updated on February 26, 2021. Please check back monthly for new data and insights. Previous months can be found here: November | December | January

Heavy Equipment Website Traffic Trends

February Insights

• Overall website traffic is up (+26.6%) vs previous 30 days. This increase was driven largely by increases in the two primary traffic drivers, organic (+21.5%) and paid (+27.9%).
• Display, although lower volume, also observed a significant increase over the previous period (+35.3%).
• Along with sessions, website engagement (pageviews/dealer) is up across all channels by (+22.0%) vs previous 30 days.

View the interactive website trends dashboard.

Heavy Equipment Digital Advertising Trends

February Insights

• Market opportunity for equipment dealers has decreased marginally (-0.2%) over the last 14 days and increased (+24.8%) over the last 30 days.
• Actual dealer impressions are down (-1.9%) in the past 14 days and up (+11.9%) in the past 30 days.
• Lead action rate per dealer is down (-6.3%) over the past 14 days, and still remains at near all-time highs across our client base.
• Lead action cost per dealer has observed increases, over the past 30 days (+6.3%), but still remains at near all-time lows.
• Note: Lead Action Rate and Lead Action Cost figures were re-calculated from 2020 in February 2021.

View the interactive digital advertising trends dashboard.