Heavy Equipment Digital Marketing Performance Trends – May

The insights below were updated on 5/25/20. Please check back for weekly updates. For access to helpful resources during this time, please visit our resource hub or subscribe below.

Heavy Equipment Website Traffic Trends

May 25, 2020 Insights

• Overall website sessions are up (+39.7%) over the past 30 days and (+13.9%) over the past 2 weeks
• Paid search sessions are up (+51.3%) in the past 2 weeks and up (+5.3%) in the past 7 days
• Display sessions are up (+20.4%) in the past 2 weeks, but down (-7.8%) in the past 7 days
• Organic sessions are up (+42.3%) in the past 30 days, down (-3.8%) in the past 2 weeks and have remained stable over the past 7 days
• Email sessions are up (+24.7%) in the past 2 weeks and (+7.3%) in the past 7 days

May 17, 2020 Insights

• Overall website sessions are up (+5.5%) in the past 2 weeks and (+10.6%) in the past 7 days
• Average dealer paid search and display sessions are up over the past 2 weeks
  • Paid search sessions are up (+16.5%) in the past 2 weeks and up (+26%) in the past 7 days
  • Display sessions are up (+7.5%) in the past 2 weeks and up (+18.6%) in the past 7 days
• Average dealer social sessions are up (+13.7%) in the past 2 weeks and up (+39.4%) in the past 7 days
• Organic search has stabilized over the past two weeks, up(+2.0%) in the past two weeks, but down (-2.4%) in the past 7 days
  • Overall, average organic sessions are up (+74.6%) in the past month

May 11, 2020 Insights

• Over the past 30 days, display sessions per dealer are up (+179.4%), and up (+28.6%) over the past 7 days
• While paid search sessions were down (-23.1%) over the previous 14 days, they are up (+33.1%) over the past 7 days
• Organic traffic has stayed stable over the past 7 days, dropping only (-2.1%) compared to the previous 7 days
• Average email pageviews per dealer are up (+100%) over the past 7 days
• Overall sessions per dealer are up (+9.3%) over the past 7 days

May 4, 2020 Insights

• After the spike in website traffic across all platforms over the past 30 days, specifically focused in the second half of April, website traffic has decreased and begun to normalize.
• Display sessions were up (+126.4%) over the past 30 days, but are leveling out, with a (+47.6%) increase over the past 14 days but a (-41.2%) decrease over the past 7 days.
• Paid search sessions are up (+70.1%) over the past 30 days but down (-51.0%) over the past 7 days.
• Organic traffic continues to climb, with average dealer sessions up (+72.1%) over the past 30 days and up (+11.1%) over the past 7 days.
• Email sessions have declined over the past 2 weeks, down (-43.9%) over the past 14 days and down (-21.3%) over the past 7 days.

Heavy Equipment Digital Advertising Trends

May 25, 2020 Insights

• Possible dealer impressions are up (+28.8%) in the past 30 days and (+27.5%) in the past two weeks
• The number of actual impressions per dealer is up (+3.7%) over the past 30 days, (+13.0%) in the past two weeks and up (+4.1%) over the past 7 days
• Lead action rate is down (-11.1%) in the past 2 weeks, but up (+4.0%) in the past 7 days
• While lead action rate per dealer is down (-5.5%) over the past two weeks, it is up (+13.7%) over the past 7 days
• May 21 saw the highest average dealer lead action rate (12.26%) since March 26 (12.88%)
• Lead action cost per dealer is down (-4.8%) over the past 30 days and down (-7.3%) over the past 7 days, now sitting at $36.05
• CTR is up 1.0% over the past 7 days (5.78% vs. 5.73%)
• CPC is up 2.1% over the last 7 days ($3.85 vs. $3.77)

May 17, 2020 Insights

• May 14 saw the highest possible dealer impressions (4,988.11) so far in 2020
• Possible dealer impressions are up (+44.4%) in the past two weeks and (+26%) in the past 7 days
• The number of actual impressions per dealer is up (+5.5%) in the past two weeks and (+10.1%) in the past 7 days
• May 11 saw the highest number of average dealer impressions (1,081.13) since February 26 (1,191.56)
• Lead action rate is down (-11.1%) in the past 2 weeks, but up 4.0% in the past 7 days.
• Average dealer lead action cost is down (-0.5%) in the past month, but is up (+6.4%) in the past two weeks and (+2.7%) in the past 7 days
• CTR is down (-3.5%) over the past 7 days (5.73% vs. 5.94%)
• CPC is up (+2.0%) over the last 7 days ($3.77 vs. $3.70)

May 11, 2020 Insights

• May 7 saw the highest possible dealer impressions (4,336.86) since March 3rd (4,353.89), highlighting a significant expansion in market opportunity for heavy equipment dealers
• Possible dealer impressions are up (+36.7%) in the past 7 days and (+13.3%) in the past 14 days.
• The number of actual impressions per dealer is down (-6.1%) from the previous 14 days but up (+11.5%) over the past 7 days, showing a significant increase in average dealer sessions over the past week
• Lead action rate and cost per lead action have both seen positive trends compared to the previous two weeks, but progress has declined over the past 7 days.
  • Average dealer lead action rate is up (+17.7%) over the previous 14 days but down (-17.1%) over the previous 7 days
  • Average dealer lead action cost is down (-17.6%) over the past 2 weeks but up (+21.0%) over the previous 7 days.
  • May 2nd saw the lowest average dealer cost per lead ($29.27) since March 21 ($28.92)
• CTR is up (+3.3%) over the past 7 days (5.94% vs. 5.75%)
• CPC has remained relatively constant over the past 7 days ($3.70 vs. $3.71)

May 4, 2020 Insights

• Possible dealer impressions are up (+9.9%) from the previous 30 days and (+15.4%) from the previous 7 days, showing an expansion in market opportunity.
• April 29 saw the highest possible impressions per dealer (3,975.90) since March 5 (4,245.64)
• The number of actual impressions per dealer is up (+13.6%) compared to the previous 30 days, but down (-2.2%) compared to the previous 7 days.
• Lead action rate and cost per lead action have both taken a turn for the better in the past 2 weeks:
  • Average dealer lead action rate is up (+11.6%) over the past 2 weeks and (+12.4%) over the past 7 days.
  • On April 28, average dealer lead action rate (12.25%) was the highest it has been since March 26 (12.88%).
  • Average dealer lead action cost is down (-8.9%) over the past 14 days and down (-19.5%) over the past 7 days.
  • April 30 saw the lowest average dealer cost per lead ($32.15) since March 21 ($28.92).
• CTR is down (-4.8%) over the past 7 days.
• CPC is down (-4.6%) over the past 7 days.

Heavy Equipment Google Search Trends

To understand how search behavior is adjusting, use the following links to review common search terms in Google Trends:

• Tractors & UTVs
• Compact/Utility Tractors
• Forklifts/Lift Trucks
• Excavators/Loaders