1. Stop being a LURKER - join our dealer community and get involved. Sign up and start a conversation.
    Dismiss Notice

CarGurus - significant drop in traffic?

Discussion in 'Websites, SEO, SEM, Display, Social, Marketing' started by kevinfrye, Apr 2, 2019.

This forum sponsored by...
  1. kevinfrye

    kevinfrye
    Expand Collapse
    Sr. Refresher

    First Name:
    Kevin
    Dealer or Company Name:
    Jeff Wyler Automotive Family
    Twitter Handle:
    kevinfrye1
    Joined:
    Apr 7, 2009
    Messages:
    250
    Likes Received:
    155
    Location:
    Ohio, Kentucky and Indiana
    Had a visit with CarFax and they shared this graphic below, which indicates that recent changes to the Google algorithm has created a huge drop in traffic with CarGurus (competitor A) down to the level of AutoTrader and Cars.com. Source is SEMrush. Not sure how accurate this is - curious as to everyone's thoughts - especially in light of the 30% rate hike that CarGurus has been hitting dealers with in the first quarter of this year.

    upload_2019-4-2_9-6-42.png
     
    Collapse Signature Expand Signature
    • Like Like x 1
  2. This forum sponsored by...
  3. Alexander Lau

    Alexander Lau
    Expand Collapse
    Sr. Refresher

    First Name:
    Alex
    Joined:
    Feb 11, 2015
    Messages:
    1,975
    Likes Received:
    383
    Location:
    Mars, PA
    Collapse Signature Expand Signature
  4. joe.pistell

    joe.pistell
    Expand Collapse
    Uncle Joe

    First Name:
    Joe
    Twitter Handle:
    JoePistell
    Joined:
    Apr 7, 2009
    Messages:
    3,953
    Likes Received:
    1,369
    Location:
    New York
    Using Driven Data Consulting's Third Party Classified report, the conversion rate and avg gross is very average. So, CG rate increases lives or dies on lead volume.

    upload_2019-4-2_9-19-37.png

    http://content.drivendataconsulting.com/3rd-party-classified

    It'll be interesting to see how CG counters a dip in organic. Look for higher spending in SEM.
     
    Collapse Signature Expand Signature
    • Useful Useful x 1
  5. Alexander Lau

    Alexander Lau
    Expand Collapse
    Sr. Refresher

    First Name:
    Alex
    Joined:
    Feb 11, 2015
    Messages:
    1,975
    Likes Received:
    383
    Location:
    Mars, PA
    Now that's very useful. I've been boasting about DD myself.
     
    Collapse Signature Expand Signature
  6. ChrisR

    ChrisR
    Expand Collapse
    Getting Refreshed

    First Name:
    Christian
    Dealer or Company Name:
    Findlay Auto Group
    Joined:
    Oct 12, 2015
    Messages:
    99
    Likes Received:
    47
    Location:
    Prescott, AZ
    I'm just jealous of *only* a 30% increase for Q1. They tried to hit me for 60%.
     
  7. Colin Rodger

    Colin Rodger
    Expand Collapse
    Noob

    First Name:
    Colin
    Dealer or Company Name:
    Dynamic Beacon
    Joined:
    Feb 5, 2019
    Messages:
    7
    Likes Received:
    5
    Location:
    Acton, MA
    I haven't been at CG for a while now, but I think the CarFax slide may be a little misleading, in that the chart only shows the traffic for the top 20,000 keywords, whereas CG, if I'm not mistaken, bids on millions and millions of keywords. The CarFax slide may be accurate for those top 20,000 keywords, but when looking at the whole picture (ie millions of keywords) the traffic hit may not be significant.
     
  8. ryan.leslie

    ryan.leslie
    Expand Collapse
    Sr. Refresher

    First Name:
    Ryan
    Dealer or Company Name:
    DealerRater
    Twitter Handle:
    jrleslie
    Joined:
    Apr 20, 2009
    Messages:
    555
    Likes Received:
    401
    Location:
    St. Louis, MO
    Collapse Signature Expand Signature
    • Like Like x 1
  9. ryan.leslie

    ryan.leslie
    Expand Collapse
    Sr. Refresher

    First Name:
    Ryan
    Dealer or Company Name:
    DealerRater
    Twitter Handle:
    jrleslie
    Joined:
    Apr 20, 2009
    Messages:
    555
    Likes Received:
    401
    Location:
    St. Louis, MO
    @Colin Rodger@Colin Rodger, Thank you. I think you may have partially answered the question I hadn't yet asked. I love DealerRefresh!

    Similar results on the graph despite a smaller subset of keywords doesn't feel misleading to me, so long as the smaller set is relevant. That appears to be the case since the dip for CG looks consistent in both.

    If I'm wrong someone please correct me. I'm here to learn.
     
    Collapse Signature Expand Signature
  10. jon.berna

    jon.berna
    Expand Collapse
    D.R. Truth

    First Name:
    Jon
    Dealer or Company Name:
    Driven Data
    Twitter Handle:
    Jon_Berna
    Joined:
    Nov 14, 2011
    Messages:
    126
    Likes Received:
    104
    Location:
    Indianapolis, IN
    It's important to establish a distinction in the reports between a percentage of change compared to a prior period versus the variable trended. Say for example you hear a city's murder rate is up 266% versus last year, at first glance it sounds like a war zone right?

    That could be 3 in 2017 and 11 in 2018, so in this case the percentage of 266% over-emphasizes the change versus the underlying values.

    This makes a provider starting from a lower prior period look better in YOY change when the totals are a different story. It it feels like data spin...
     
    Collapse Signature Expand Signature
    • Like Like x 1
    • Useful Useful x 1
  11. Alexander Lau

    Alexander Lau
    Expand Collapse
    Sr. Refresher

    First Name:
    Alex
    Joined:
    Feb 11, 2015
    Messages:
    1,975
    Likes Received:
    383
    Location:
    Mars, PA
    Absolutely, it can be spun to make themselves look fantastic.
     
    Collapse Signature Expand Signature

Share This Page

This forum sponsored by...