DEAL ER DATAVI EW Digital Marketing Index October 2017
DATA DRIVES STRATEGY. Dealer DataView is a monthly automotive digital marketing index, based on Dealer.com s proprietary data, research and analytics. The purpose of this index is to deliver the most up-to-date data, relevant metrics and accurate insight, leading to more informed business decisions and effective marketing strategies. Dealer DataView: Digital Marketing Index 2
2017 convertible burlington vt MONTHLY SUMMARY WEBSITE VISITS VDP VIEWS COST PER CLICK ROI Motors Burlington, VT ROI Motors Burlington, VT The All New 2017 SUV Ad www.roimotors.com/2017suv (888) 555-1234 Visit ROIMotors Today! Call Now To Set Up A Test Drive. New Inventory - Used Specials - New Specials - 2017 SUV 6,475 5,491 $3.46 LAST SEPTEMBER PREVIOUS MONTH LAST SEPTEMBER PREVIOUS MONTH LAST SEPTEMBER PREVIOUS MONTH 6,463 6,878 5,335 5,913 $3.04 $3.34 0% YoY -6% MoM +3% YoY -7% MoM +14% YoY +3% MoM Dealer DataView: Digital Marketing Index 3
MONTHLY ANALYSIS The end of summer typically brings a decline in overall dealership website traffic. In 2016, Dealer.com saw a 9% drop in total traffic in September compared to August, and in 2015, the monthly difference was 10%. This year is no exception, although the change is less significant: Total website visits in September dropped 6% compared to August. Aside from the total traffic drop, engagement remained generally consistent with this year s overall trends of increased mobile traffic and SUV popularity. Mobile visits continue to climb and now accounts for 57% of total visits. New vehicle detail page (VDP) views account for 44% of total VDPs; used VDPs stand at 53%, and SUVs remained the most popular body style at 35% of all VDP views. Search advertising cost-per-click (CPC), another leading indicator of demand, climbed by 4% again last month, and is now averaging $3.47 nationally. As the fall season begins, advertising budgets may need to be adjusted to account for this trend. Dealer DataView: Digital Marketing Index 4
WEBSITE VISITS MOBILE 57% +1% MoM +4% YoY -1% 43% MoM -4% YoY SMARTPHONE TABLET ROIMOTORS Burlington, VT 87% 13% -1% MoM +5% YoY 0% MoM -1% YoY Visits per Dealership Visits per dealership decreased 6% month over month (from 6,878 to 6,475), but were slightly up 0.2% year over year (from 6,463 to 6,475). Visits by device Mobile remains the preferred device of consumers, grabbing 57% of total visits to dealer websites, up from 56% last month. Dealer DataView: Digital Marketing Index 5
VEHICLE DETAIL PAGE VIEWS NEW USED MOBILE 44% 53% 58% 42% 0% MoM 0% YoY 0% MoM -2% YoY +1% MoM +3% YoY -1% MoM -3% YoY TRUCK SUV SEDAN COUPE OTHER 20% 35% 23% 5% 16% +1% MoM +1% YoY 0% MoM 0% YoY -1% MoM -2% YoY 0% MoM -1% YoY 0% MoM +1% YoY VDP Views per dealership VDP views per dealership also decreased.7% month over month (from 5,913 to 5,481) and but were up 3% year over year (from 5,335 to 5,481). VDP Views per vehicle type New vehicle VDPs decreased to 44% of total, down from 45% last month. While Used vehicle VDPs dropped to 53% of total, down from 55% last month. VDP Views per body style SUV is still receiving the lion s share of VDP views at 35%, flat month over month. The Truck segment at 20% has increased 1% month over month, while Sedan has dropped 1% month over month to 23%. Coupe has remained flat month over month. Dealer DataView: Digital Marketing Index 6
COST PER CLICK 2017 truck burlington vt The All New 2017 SUV Ad www.roimotors.com/2017suv (888) 555-1234 Visit ROIMotors Today! Call Now To Set Up A Test Drive. New Inventory - Used Specials - New Specials - 2017 SUV $3.47 +4% MoM +14% YoY Search advertising CPC, at $3.47, up 4% month over month for the 2nd consecutive month, and up 14% year over year. Dealer DataView: Digital Marketing Index 7
REGIONAL TRAFFIC TRENDS Pacific West North Central East North Central South Atlantic New England Mountain West South Central East South Central Mid-Atlantic Dealer DataView: Digital Marketing Index 8
PACIFIC REGION Alaska, California, Hawaii, Oregon, Washington WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 57% 57% 43% $3.35 +1% MoM +6% YoY +1% MoM +3% YoY -1% MoM -3% YoY +2% MoM +15% YoY NEW USED 43% 52% 47% -1% MoM -6% YoY 0% MoM +1% YoY 0% MoM -1% YoY Dealer DataView: Digital Marketing Index 9
MOUNTAIN REGION Arizona, Colorado, Idaho, Montana, Nevada, New Mexico, Utah, Wyoming WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 60% 57% 43% $3.22 +1% MoM +6% YoY +1% MoM +4% YoY -1% MoM -4% YoY +2% MoM +5% YoY NEW USED 40% 49% 50% -1% MoM -6% YoY 0% MoM +1% YoY 0% MoM -2% YoY Dealer DataView: Digital Marketing Index 10
WEST NORTH CENTRAL REGION Iowa, Kansas, Minnesota, Missouri, Nebraska, North Dakota, South Dakota WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 55% 58% 42% $3.14 0% MoM +4% YoY +1% MoM +6% YoY -1% MoM -6% YoY +4% MoM +10% YoY NEW USED 45% 39% 59% 0% MoM -4% YoY 0% MoM 0% YoY -1% MoM -3% YoY Dealer DataView: Digital Marketing Index 11
WEST SOUTH CENTRAL REGION Arkansas, Louisiana, Oklahoma, Texas WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 61% 62% 38% $3.23 0% MoM +4% YoY +1% MoM +2% YoY -1% MoM -2% YoY +2% MoM +12% YoY NEW USED 39% 45% 50% 0% MoM -4% YoY +2% MoM -1% YoY -1% MoM -4% YoY Dealer DataView: Digital Marketing Index 12
EAST NORTH CENTRAL REGION Illinois, Indiana, Michigan, Ohio, Wisconsin WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 57% 59% 41% $3.72 +1% MoM +6% YoY +1% MoM +3% YoY -1% MoM -3% YoY +4% MoM +14% YoY NEW USED 43% 42% 54% -1% MoM -6% YoY 0% MoM 0% YoY 0% MoM -3% YoY Dealer DataView: Digital Marketing Index 13
EAST SOUTH CENTRAL REGION Alabama, Kentucky, Mississippi, Tennessee WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 60% 63% 37% $2.96 0% MoM +3% YoY 0% MoM +2% YoY 0% MoM -2% YoY +5% MoM +12% YoY NEW USED 40% 38% 58% 0% MoM -3% YoY 0% MoM -2% YoY 0% MoM -1% YoY Dealer DataView: Digital Marketing Index 14
SOUTH ATLANTIC REGION Delaware, D.C., Florida, Georgia, Maryland, North Carolina, South Carolina, Virginia, West Virginia WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 55% 54% 46% $3.53 +1% MoM +2% YoY +1% MoM 0% YoY -1% MoM 0% YoY +4% MoM +17% YoY NEW USED 45% 44% 53% -1% MoM -2% YoY 0% MoM -2% YoY 0% MoM -1% YoY Dealer DataView: Digital Marketing Index 15
MID-ATLANTIC REGION New Jersey, New York, Pennsylvania WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 58% 57% 43% $3.78 0% MoM +4% YoY 0% MoM +6% YoY 0% MoM -6% YoY +5% MoM +13% YoY NEW USED 42% 41% 58% 0% MoM -4% YoY 0% MoM +2% YoY 0% MoM -3% YoY Dealer DataView: Digital Marketing Index 16
NEW ENGLAND REGION Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, Vermont WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 54% 55% 45% $3.62 +1% MoM +4% YoY 0% MoM +3% YoY 0% MoM -3% YoY +5% MoM +17% YoY NEW USED 46% 40% 58% -1% MoM -4% YoY 0% MoM 0% YoY 0% MoM -2% YoY Dealer DataView: Digital Marketing Index 17
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