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Google Trends Update: Latest Stats & Quick Tips for Search Marketing in COVID-19 Crisis

Posted in and and and

Consumer Search Mindset has Shifted to Focus on Necessities

The latest Google data shows a slight decline in searches for automotive brands. Luxury brand queries are down by 14%, while volume brands decreased 11.8%. Meanwhile, searches are spiking for necessities and at-home distractions.

Quick Tip: Strengthen relationships with your customers by offering tips and resources online to help them find what they need most right now.

Upper Funnel Car Searches Show Only Slight Decline

Google search data shows that upper funnel searches for cars are less impacted right now. People are still doing research online; over 80% of shoppers take 3 months to make a new car purchase, so there are still sales opportunities coming down the pipeline.

Quick Tip: Feature walk-around videos and virtual test drives for new and used vehicles. Also, promote any big reveals from OEMs on new models, as well as any special offers that customers can take advantage of right now.

Biggest Impact on Search is in the Most Affected Areas

The biggest shift in online search behavior is being seen in the areas most affected by Coronavirus in the United States. Places like New York, Washington, California, Chicago and Atlanta stand out with the biggest decrease in automotive search queries.

Quick Tip: Audit your digital campaigns, creative and messaging to make sure that everything you are promoting online is still accurate and relevant. Anything that you can do to tailor messaging and offers for local markets, based on COVID-19 factors, the more helpful you can be to customers.

Quick Tips for Effective Search Campaigns

  1. Keep your Google My Business Listing up-to-date on hours and services available to customers.
  2. Explore alternative service models to keep customers coming to your store.
  3. Evolve digital campaigns and messaging to match customer needs as COVID-19 situation changes.
  4. Use remarketing and look-a-like audiences to connect with existing customers and known shoppers.
  5. Modify metrics for online campaigns to include more web-based conversions, especially if you are focusing on in-store visits right now.

lizfarquhar

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Like you, the people of PureCars are watching this pandemic unfold in real time, but rest assured, we remain focused and dedicated to helping dealers across North America.
In these uncertain times, I am certain of one thing: we will get through this, together. Have a question? Call us. Need some advice for your business? Call us.

We will continue to provide updates on industry news and trends, as well as quick tips for your business during this global crisis. Be well.

Jeremy Anspach – Founder & CEO