Ah, a new year! What better way to celebrate the conclusion of a turbulent 2017 than with some nerdtastic digital marketing data? Some of these “significant stats” may excite. Some may surprise. Some may make you shrug a shoulder. But they’re all true, so there’s that.

Enjoy.

Automotive Page Speed

Photo: marketingcharts.com

22 Seconds

The average mobile website takes more than 22 seconds to load completely. The average user abandons an unloaded mobile site after just 3 seconds. Can you see the dilemma there?

Within our direct market (automotive), the average mobile site speed comes in at a blistering (/s) 9.5 seconds. If you’re seeing high bounce rates on your dealer site, start by inspecting your site structure and caching settings, including how you’re utilizing mobile ads, banner graphics, vehicle images, and add-ons that may not generate a lot of attention in your heat maps.

320 Characters

In early December, Danny Sullivan (hi, Other-Danny!) officially announced Google had increased the character limit for meta descriptions, expanding the snippet length from ~160 to 320 characters.

Although this increased length may pay click-through rate dividends in certain instances, Google is recommending that SEOs shouldn’t adjust their strategy altogether. Google’s snippets are “…dynamically generated. Sometimes, they use what’s in a meta description tag. More often, they are generated by showing content from the page itself….”

Basically, if you’re happy with how your meta descriptions are displayed to users, keep ‘em going. Assess when you see sliding metrics.

Organic CTR 2017

Organic CTR – Moz.com (c/o Wayfair.com)

25/55 Percent

According to the SEO squad at Wayfair, organic click-through rates have plummeted over the last two years, with overall e-commerce click share dropping 25% and 55% on desktops and mobile devices, respectively. The reasons?

  • Ads are much more “intrusive” on the SERP, taking up four positions on desktops and a few scrolls on mobile screens.
  • Paid ads are subtler than ever before. Considering about 50% of adults can’t recognize an ad, it’s no wonder that organic links are seeing fewer clicks.
  • The size of ads has drastically increased, with longer metadata snippets, ratings, and extensions pushing organic results further down the page.
  • Google Shopping carousels have commandeered a large portion of SERP Product Listing Ads (PLA) real estate.

Merkle reports a more generous 3% fall in organic clicks, which coincides with their reported 24% increase in Google ad spend.

Organic Merkle 2017

Photo: merkleinc.com

Either way, for 2018, you can expect organic SEM and SEO to be more and more co-dependent on a robust paid search campaign. The two should work together to ensure you’re reaching right-now buyers while also building domain rank.

10x

Though organic clicks have dropped about 3%, mobile non-brand clicks on “Get Location Details” in Google Maps has grown from ~0.3% in 2016 to just a tad over 3% at the end of Q3 2017—a tenfold increase. This is further evidence that a strong tandem of local search and paid search campaigns is essential.

Local Ad Spend

Photo: biakelsey.com

$32 Billion

This year saw location-targeted ad spend hit the $16bn mark—the highest yet, obviously—and reports by the advertising aficionados at BIA Kelsey see that figure doubling to over $32bn in just four years. And ad spend for automotive alone is set to break $14bn by 2020!

7 of 10 Facebook Users

As has been par for the course over the better part of a year, mobile Facebook users have accounted for the majority of Facebook ad spend (about 70%). Overall, paid social budgets increased by 29%, with about 84% of the overall budget going toward News Feed advertisements.

2 Years

For the first time since 2014-15, Bing Ads and Yahoo (Gemini) saw an uptick in ad spend. While it appears modest, this 6% increase is significant considering Google’s behemothian stature (they represent about 91% of all organic traffic in the US). Best yet, Bing Product Ads grew 27% year-over-year.

Are you a part of this trend of growth? We hope so.

Blog Reading Device

Blog Reading & Device – Photo: moz.com

75 Percent

Surprisingly, the vast, vast, vast majority of digital marketers would rather read Moz.com articles and blog posts on their PC—about 75% of readers, to be exact. This counters the belief that most of the population would rather spend blog-reading time on their smartphone or tablet.

Perhaps it’s just in our nature to analyze information on a large screen?

1100 Words

Up over 40% since 2014, blog posts in 2017 are now averaging about 1100 words. (This one will be close.)

1 in 2

Don’t you hate it when you’re left in the dark? Customers do, too, apparently.

Over half (52%) of people surveyed declared that speedy customer service was the most important factor when choosing a business, service, or product. Some expect automated options or online chat features, while just about everyone agrees that fast response times to issues, needs and complaints can make or break a company.

If you need to snuff out the issues with your process for handling leads or want to transform your customer service from “acceptable” to “exceptional,” look into our Customer Engagement Analysis tool. We’ll help identify the problems and work to correct them with CRM coaching and a better lead response system.

Adiós, 2017.

Ready for 2018? If you’re hoping for bigger, better, and brighter things in the new year, take a new stance on your company’s reputation. Allow us to show you the greener grass over here. Contact Opportunity Max to discuss our SEO, paid search, and other automotive digital marketing packages. Happy New Year!

 

 

Sources & Photos:

http://fivethirtyeight.com/

https://twitter.com/dannysullivan/status/936708405363843072?s=17

https://searchengineland.com/google-fundamentals-writing-meta-descriptions-not-change-longer-search-snippets-288414

https://moz.com/blog/2017-moz-blog-reader-survey-results

https://www.wayfair.com/

https://moz.com/blog/google-organic-clicks-shifting-to-paid

https://www.ofcom.org.uk/__data/assets/pdf_file/0026/80828/2016-adults-media-use-and-attitudes.pdf

https://www.merkleinc.com/thought-leadership/digital-marketing-report/digital-marketing-report-q3-2017

http://www.biakelsey.com/location-targeted-mobile-ad-spend-reach-32-billion-2021/

https://www.smartinsights.com/customer-relationship-management/customer-service-and-support/rapid-customer-service-important-content-social-communities/

https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-page-speed-new-industry-benchmarks/

https://www.marketingcharts.com/industries/automotive-industries-75377

https://fivethirtyeight.com/tag/significant-digits/