We’re trying to keep our aftermarket clients and friends updated with what we see during the coronavirus and COVID-19 crisis. This is updated as of April 1, 2020.
Here’s a graphic of what we see for the week of March 22-28 vs. March 24-30, 2019 and vs. March 15-21, 2020. We looked at overall paid search impressions and clicks, and cost per click (CPC) as a “barometer” of consumer demand for automotive and powersports parts & accessories.
This is for seven days across all our paid search accounts (you can’t compare to the old graphic, posted below, that was for nine days). Then we compared these to the same days a year ago, in the same accounts. The numbers were very encouraging.
Paid search impressions are up significantly, with more than an 80% increase from a year ago. Impressions are up 14% from the previous week. Paid clicks are up 54% from a year ago, and up 8% from last week.
We found that CPC was down 24% from a year ago. CPC has been trending down for the past several months so we can’t link a lower CPC to a decrease in demand. We did see a drop from last week of 2%. We have noticed that Amazon has pulled back paid search ads for aftermarket parts & accessories
We look at CPC as a potential proxy for consumer demand…if cost per click is down, that might mean lower demand for search or fewer competitors.
Conclusion: A positive sign for the automotive aftermarket and eCommerce.
We also wanted to create a “barometer” of organic eCommerce trends, like we did with paid. This helps us look for any impact from COVID-19 and the coronavirus pandemic. This was a bit harder because you have to dig a little deeper into accounts to pull out organic data. It is also extremely labor-intensive for organic. It’s also difficult to have a direct comparison to paid clicks and CPC. (If you pull data from Google Ads, Google Analytics, Microsoft Ads and Google Serach Console you know exactly what we’re referring to.)
So, it was off to the drawing board again. We came up with organic conversion rate and organic revenue.
This graphic compares these organic metrics through March 23, 2020. Organic revenue is up 12.6% vs. one year ago. Organic conversion rate is up an amazing 62.7%.
We’re seeing eCommerce perform well during the coronavirus scare. Some experts are predicting a dramatic spike in eCommerce traffic pushing even more consumers into shopping online. In a very recent Yotpo survey about a third of consumers reporting spending more time online shopping as a result of the coronavirus shutdown. Only 38% reported no change in their shopping behavior.
We can’t predict the future but we can look at what’s happening today. Consumers are changing their shopping behavior from the coronavirus pandemic and shutdowns.
Check back for updated stats
We will update these stats periodically, so bookmark this page and check back.