Heavy Equipment Website Traffic Trends

July Insights

Overall website sessions are down (-20.5%) over the past month, but up (+22.2%) in the past 7 days, showing an expansion in website traffic across the industry

In particular, paid search and display account for a large portion of the traffic increase over the past 7 days:

Paid search sessions are down (-38.2%) month-over-month, but have increased by (+28.8%) in the past 7 days

Organic traffic is down (-12.6%) over the last 30 days, but up (+3.5%) over the past week

Paid social sessions are down (-9.4%) month-over-month, but have increased (+61.9%) over the past 2 weeks

Heavy Equipment Digital Advertising Trends

July Insights

Possible dealer impressions for the heavy equipment space have decreased (-16.6%) over the past month, but remained steady over the past week

We saw the market expand in May and early June after the initial COVID outbreak, and we’ve seen a decline in possible impressions largely toward the end of June and into July

Actual impressions per dealer are down (-6.2%) over the past month, but have also steadied in the past 7 days

Lead action rate per dealer has made tremendous strides over the past 30 days