Website Traffic & Digital Marketing Trends for Automotive - June - Adpearance

Website Traffic & Digital Marketing Trends for Automotive – June

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

The insights below were last updated on June 22, 2020. Please check back bi-weekly for updates. Data and insights from previous months can be found here: April | May

Automotive Website Traffic Trends

June 22, 2020 Insights

  • Overall website sessions have increased over the last 14 days (+3.6% vs previous period), and are still up (+5.3%) in the last 30 days vs previous period.
  • Natural website sessions have increased over the last 14 days (+3.9% vs previous period), and are still up (+5.3%) in the last 30 days vs previous period.
  • Paid search traffic is up over the last 14 days (+3.5% over the previous period). Over the last 30 days, paid sessions are up by (+6.9%) vs previous period.

June 9, 2020 Insights

  • Overall website sessions have declined over the last 7 and 14 days (-1.3% and -3.0% respectively) vs previous period, but are still up (+13.2%) over the last 30 days vs previous period.
  • Natural traffic sources (Direct, Organic, Referral) are down over the last 7 and 14 days (-2.4% and -1.4% respectively) vs previous period, but continue to see double digit gains over the last 30 days (+13.2%).
  • Paid search traffic is up (+7.9%) over the last 7 days vs the previous period. Over the last 30 days, paid sessions are up by (+9.5%) vs previous period.

June 1, 2020 Insights

  • Overall website sessions have declined over the last 7 days (-9.5% vs previous period), and are up (+0.5%) in the last 14 days and (+12.7%) in the last 30 days vs previous period.
  • Natural traffic sources (Direct, Organic, Referral) are down over the last 7 days (-6.1%) and 14 days (-0.1%) vs previous period, but continue to see double digit gains over the last 30 days (+16.9% vs previous period).
  • Paid search traffic has observed a decline over the last  7 days (-10.5%) and 14 days (-0.8%) vs previous period. Over the last 30 days, paid sessions are up by (+1.0%) vs previous period.

Automotive Digital Advertising Trends

June 22, 2020 Insights

  • Market presence has seen positive changes over the last 14 days (spend is up +2.8% vs. previous period and impressions are up +5.0% vs. previous period).
  • Cost-per-click metrics remain low, but have increased (+5.2%) over the last 14 days vs previous period. They are now flat over the last 30 days vs previous period.
  • As expected, click-through-rates have started to decline over the last 14 days (-5.7% vs previous period), but still remain near all-time highs.
  • Unique lead action rate has decreased over the last 14 days vs. previous period by (-11.1%), but still remains above historical averages.
  • Cost/unique lead action has increased over the last 14 days vs. previous period by (+36.9%) and is up by (+7.3%) over the last 30 days vs previous period. Conversion data is still populating; in reality, this number will be a much smaller increase by this time next week.

June 9, 2020 Insights

  • Market presence has seen marginal changes over the last 7 days (spend is down -1.3% vs previous period), and continues to be up (+8.0%) over the last 30 days vs previous period.
  • Cost-per-click metrics remain low, but have increased (+4.5%) over the last 7 days vs previous period. They are still down (-3.1%) over the last 30 days vs previous period.
  • As expected, click-through-rates have started to decline over the last 7 days (-4.3% vs previous period), but still remain near all-time highs.
  • Unique lead action rate has decreased over the last 7 days (-12.1%) and remains up (+1.5%) in the last 30 days vs previous period.
  • Cost/unique lead action has increased over the last 7 days by (+31.8%) vs previous period (conversion data is still populating; in reality, this number will be a much smaller increase by this time next week), and is up marginally by (+2.1%) over the last 30 days vs previous period.

June 1, 2020 Insights

  • Market presence has seen marginal changes over the last 7 days (spend is down -2.2% vs previous period), and continues to be up (+7.1%) over the last 30 days vs previous period.
  • Cost-per-click metrics remain low and are down (-4.3%) over the last 30 days vs previous period. They have remained about the same since April 21st.
  • Click-through-rates continue to rise and are currently at 20.32% (up +7.6% 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 has increased over the last 7 days vs previous period by (-7.4%), and remains up (+6.2%) in the last 30 days vs previous period.
  • Cost/unique lead action has decreased over the last 7 days (-7.4%) vs previous period, and is still down (-3.2%) over the last 30 days vs previous period.

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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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