Website Traffic & Digital Marketing Trends for Heavy Equipment – June

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

Heavy Equipment Website Traffic Trends

June 22, 2020 Insights

• Overall average website sessions are down (-13.6%) over the past 2 weeks
• Average organic sessions are down (-1.9%) over the past 2 weeks
• Average paid search sessions are down -(26.3%) over the past 2 weeks
• Average display sessions are down (-20.0%) over the past 2 weeks
• Average dealer email sessions are up (+38.0%) in the past 2 weeks

June 8, 2020 Insights

• Overall average dealer website sessions are up (+10.2%) over the past month but down (-7.7%) over the last 7 days.
• Organic search has steadied over the past 30 days. Organic sessions are up (+3.8%) over the past month, down (-2.2%) over the past 14 days, and up (+0.4%) over the last week.
• Paid search sessions are up (+35.0%) in the past 30 days but down (-12.4%) in the past 7 days.
• Direct sessions are up (+2.8%) in the past two weeks and (+13.8%) over the past 7 days.
• Social sessions are up (+64.3%) over the past week.

June 1, 2020 Insights

• Overall website sessions are up (+22.1%) over the past 30 days, but have steadied out over the past two weeks.
  • Overall sessions per dealer have dropped (-1.4%) in the past 2 weeks, but have increased (+0.6%) in the past 7 days.
• May 26 saw the highest number of dealer sessions this year, at an average of 939.86 sessions per dealer.
• Paid search sessions are up (+12.0%) in the past 2 weeks and up (+2.8%) in the past 7 days.
• Display sessions are up (+28.8%) over the past month, but down (-4.9%) in the past 7 days.
• Organic sessions are up (+19.6%) in the past month, but down (-3.4%) in the past 7 days.
• Direct sessions are up (+0.4%) in the past 7 days.

Heavy Equipment Digital Advertising Trends

June 22, 2020 Insights

• The heavy equipment market has expanded over the past month
  • Possible impressions per dealer are up (+36.3%) in the past 30 days and (+9.0%) in the past week
• Though possible dealer impressions have expanded over the past month, actual dealer impressions have decreased, suggesting average market capture could be slightly decreasing
  • Actual impressions per dealer are down (-9.1%) over the past 30 days and down (-7.1%) over the past week
• Lead action rate per dealer is up (+9.9%) over the past 2 weeks and up (+17.1%) over the past 7 days
  • June 17 saw the highest average dealer conversion rate (12.62%) since March 26 (12.88%)
• Lead action cost per dealer is down (-3.8%) over the past two weeks and down (-13.4%) over the past 7 days, sitting at $31.51
  • June 17 saw the lowest average dealer cost per lead ($30.24) since May 2 ($29.27)
• Avg. dealer CTR is up (+7.1%) over the past 7 days (6.17% vs. 5.76%)
• Avg. dealer CPC has increased by (+1.1%) over the last 7 days ($3.68 vs. $3.64)

June 8, 2020 Insights

• The market for equipment searches has expanded considerably in the past 30 days. Possible impressions per dealer are up (+43.2%) in the past 30 days, and (+16.4%) in the past two weeks.
• The number of actual impressions per dealer has stabilized over the past two weeks, up (+4.6%) over the past 14 days but down (-3.3%) over the past 7 days.
  • May 27 did see the highest actual impressions per dealer in 2020, at an average of 1,326.52 impressions per dealer.
• Lead action rate per dealer is up (+9.7%) over the past 7 days.
• Lead action cost per dealer is down (-4.0%) over the past month and down (-9.7%) over the past 7 days, sitting at $35.92.
• Avg. dealer CTR is up (+5.1%) over the past 7 days (5.56% vs. 5.29%).
• Avg. dealer CPC has remained constant over the last 7 days ($3.63 vs. $3.64).

June 1, 2020 Insights

• The market for equipment searches has expanded considerably in the past 30 days:
  • Possible impressions per dealer are up (+50.4%) in the past 30 days, (+11.6%) in the past two weeks, and (+24.8%) in the past two weeks.
  • The number of actual impressions per dealer is up (+6.4%) over the past 30 days, (+7.1%) in the past two weeks and up (+11.4%) over the past 7 days.
• Lead action rate is up (+9.4%) in the past 2 weeks, but down (-8.6%) in the past 7 days.
• Tuesday, May 26 saw the highest lead action rate of the past week, at 11.07%.
• Lead action cost per dealer is down (-4.0%) over the past 30 days and down (-5.5%) over the past 14 days, sitting at an average dealer cost per conversion at $37.09 over the past two weeks.
  • The spike in lead action rate cost on May 25th was due to the Memorial Day holiday –  lead action cost dropped back down to $35.89 by the 29th.
• CTR is down (-7.5%) over the past 7 days (5.29% vs. 5.73%).
• CPCis down (-3.4%) over the last 7 days ($3.64 vs. $3.77).

Heavy Equipment Google Search Trends

To understand how changes and trends in search behavior, use the following links to review common keywords in Google Trends:

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