DEAL ER DATAVI EW Digital Marketing Index August 2018
DATA DRIVES STRATEGY. The DataView is a monthly automotive digital marketing index, based on Dealer.com s proprietary data, research and analytics. Derived from the last full month of available key metrics and performance indicators, the purpose of this report is to deliver overall trends and insights to help inform effective digital marketing strategies. Dealer DataView: Digital Marketing Index 2
2018 suv burlington vt MONTHLY SUMMARY WEBSITE VISITS VDP VIEWS COST PER CLICK ROIMOTORS Burlington, VT ROIMOTORS Burlington, VT The All New 2018 SUV Ad www.roimotors.com/2018suv (888) 555-1234 Visit ROIMOTORS Today! Call Now To Set Up A Test Drive. New Inventory - Used Specials - New Specials - 2018 SUV 8,309 6,629 $3.61 LAST AUGUST PREVIOUS MONTH LAST AUGUST PREVIOUS MONTH LAST AUGUST PREVIOUS MONTH 6,859 7,456 5,893 6,036 $3.33 $3.53 +21% YoY +11% MoM +12% YoY +10% MoM +8% YoY +8% MoM Dealer DataView: Digital Marketing Index 3
MONTHLY HIGHLIGHTS Strong summer selling momentum continued in July, with a 11% jump in average traffic per dealer compared to June. Traffic was also up 21% year-over-year. Nationwide search advertising cost-per-click (CPC) continued its steady rise, increasing by 2%, and now averaging $3.61. Lifts in both overall traffic and advertising CPC suggest strong marketing opportunities for dealers to reach and engage in-market consumers as the summer winds down. Dealer DataView: Digital Marketing Index 4
WEBSITE VISITS MOBILE 56% -1% MoM -1% YoY +1% 44% MoM +1% YoY SMARTPHONE TABLET ROIMOTORS Burlington, VT 89% 11% -1% MoM 0% YoY 0% MoM -1% YoY Visits per dealership Visits per dealership increased 11% month over month (from 7,456 to 8,309), and were also up 21% year over year (from 6,859 to 8,309). Visits by device Mobile remains the preferred device of consumers, grabbing 60% of total visits to dealer websites, while desktop had the remaining 40%, mobile stayed flat month over month. Dealer DataView: Digital Marketing Index 5
VEHICLE DETAIL PAGE VIEWS NEW USED MOBILE 42% 55% 60% 40% 0% MoM -2% YoY -1% MoM +1% YoY 0% MoM +2% YoY 0% MoM -2% YoY TRUCK SUV SEDAN COUPE OTHER 19% 37% 22% 5% 18% 0% MoM 0% YoY 0% MoM +2% YoY -1% MoM -2% YoY 0% MoM 0% YoY 0% MoM +2% YoY VDP Views per dealership VDP views per dealership increased 10% month over month (from 6,306 to 6,629), and were also up 12% year over year (from 5,893 to 6,629). VDP Views per vehicle type Used Vehicle VDPs continue to remain higher than New at 55% of total, down 1% month over month. While New vehicle VDPs at 42% was stayed flat month over month. VDP Views per style SUV is still receiving the lion s share of VDP views at 37%, flat month over month. All other vehicle segments were flat month over month. Dealer DataView: Digital Marketing Index 6
COST PER CLICK 2017 suv burlington vt The All New 2018 SUV Ad www.roimotors.com/2018suv (888) 555-1234 Visit ROIMOTORS Today! Call Now To Set Up A Test Drive. New Inventory - Used Specials - New Specials - 2018 SUV $3.61 +2% MoM +8% YoY Search advertising CPC, at $3.61 was up 2% month over month, and up 8% year over year from $3.33. Source: Data Index Dashboard 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 46% 57% 43% $3.68-5% MoM -11% YoY +1% MoM -1% YoY -1% MoM +1% YoY +4% MoM +13% YoY NEW USED 54% 53% 45% +5% MoM +11% YoY 0% MoM +1% YoY 0% MoM -2% 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 58% 59% 41% $3.60-1% MoM -1% YoY +1% MoM +2% YoY -1% MoM -2% YoY +4% MoM +14% YoY NEW USED 42% 46% 50% +1% MoM +1% YoY +1% MoM -3% YoY -1% MoM -1% 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 56% 60% 40% $3.32-1% MoM 0% YoY 0% MoM +2% YoY 0% MoM -2% YoY +4% MoM +10% YoY NEW USED 44% 39% 58% +1% MoM 0% YoY +1% MoM 0% YoY -1% MoM -2% 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% 64% 36% $3.42-1% MoM -1% YoY -1% MoM +1% YoY +1% MoM -1% YoY +2% MoM +8% YoY NEW USED 39% 42% 55% +1% MoM +1% YoY 0% MoM -2% YoY 0% 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 58% 61% 39% $3.77 0% MoM 0% YoY 0% MoM +2% YoY 0% MoM -2% YoY +3% MoM +5% YoY NEW USED 42% 41% 54% 0% MoM 0% YoY +2% MoM 0% YoY -2% MoM -2% YoY Dealer DataView: Digital Marketing Index 13
EAST SOUTH CENTRAL REGION Alabama, Kentucky, Mississippi, Tennessee WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 61% 66% 34% $3.12-1% MoM 0% YoY 0% MoM +2% YoY 0% MoM -2% YoY +2% MoM +9% YoY NEW USED 39% 36% 58% +1% MoM 0% YoY +1% MoM -2% YoY -3% 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 54% 55% 45% $3.65-1% MoM 0% YoY 0% MoM +1% YoY 0% MoM -1% YoY 0% MoM +10% YoY NEW USED 46% 41% 55% +1% MoM 0% YoY 0% MoM -3% YoY -1% MoM +2% YoY Dealer DataView: Digital Marketing Index 15
MID-ATLANTIC REGION New Jersey, New York, Pennsylvania WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 60% 62% 38% $3.70 0% MoM +2% YoY +1% MoM +5% YoY -1% MoM -5% YoY +2% MoM +2% YoY NEW USED 40% 35% 63% 0% MoM -2% YoY -1% MoM -5% YoY +1% MoM +4% 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 56% 58% 42% $3.63 0% MoM +2% YoY +1% MoM +4% YoY -1% MoM -4% YoY +2% MoM +5% YoY NEW USED 44% 41% 57% 0% MoM -2% YoY +2% MoM +1% YoY -2% MoM -2% YoY Dealer DataView: Digital Marketing Index 17
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