{"id":21914,"date":"2020-03-27T17:54:17","date_gmt":"2020-03-27T17:54:17","guid":{"rendered":"https:\/\/360.agency\/blog\/vendredi-27-mars-trafic-et-investissements-publicitaires\/"},"modified":"2020-03-27T18:15:48","modified_gmt":"2020-03-27T18:15:48","slug":"friday-march-27-2020-traffic-and-advertising-investments","status":"publish","type":"post","link":"https:\/\/360.agency\/en\/blog\/friday-march-27-2020-traffic-and-advertising-investments\/","title":{"rendered":"Friday, March 27, 2020: traffic and Advertising Investments"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column offset=&#8221;vc_hidden-sm vc_hidden-xs&#8221;][vc_row_inner][vc_column_inner][vc_empty_space height=&#8221;30px&#8221;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner][vc_column_text]<span style=\"font-weight: 400; font-family: Roboto;\">Dear Client,<\/span><\/p>\n<p><span style=\"font-weight: 400; font-family: Roboto;\">We hope this message finds you in good health and morale. As you may be starting to get used to our updates, I would like to share information about dealership websites\u2019 performance across Canada as well as other relevant data.<\/span>[\/vc_column_text][vc_empty_space][vc_separator color=&#8221;custom&#8221; align=&#8221;align_left&#8221; border_width=&#8221;3&#8243; el_width=&#8221;10&#8243; accent_color=&#8221;#e14940&#8243; css=&#8221;.vc_custom_1584458467906{margin-top: 0px !important;margin-bottom: 15px !important;padding-top: 0px !important;padding-bottom: 0px !important;}&#8221;][vc_custom_heading text=&#8221;Decreased Traffic but Customers Are Still Online &#8221; font_container=&#8221;tag:h2|font_size:24px|text_align:left|line_height:28px&#8221; google_fonts=&#8221;font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal&#8221; el_class=&#8221;title_secondary&#8221; css=&#8221;.vc_custom_1585331862042{margin-top: 0px !important;padding-top: 0px !important;}&#8221;][vc_empty_space][\/vc_column_inner][\/vc_row_inner][vc_column_text]<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><span style=\"font-weight: 400; font-family: Roboto;\">Canada has seen a 32% drop in traffic in the past 3 days.<\/span><\/li>\n<li><span style=\"font-family: Roboto;\"><span style=\"font-weight: 400;\">Western Canada crossed the psychological barrier of 50% yesterday, Thursday, March 26, keeping a slightly higher conversion rate into opportunities than usual. It seems that consumers in this region continue to browse our dealer websites in active search mode. <\/span><b>It is therefore important to be on the lookout for every opportunity generated by your websites during this period of social distancing.<\/b><\/span><\/li>\n<li><span style=\"font-weight: 400; font-family: Roboto;\">While Quebec seems to be stabilizing at around 60% of the usual traffic on our dealership websites, Ontario remains strong with more than 80% of its traffic remaining active.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/vc_column_text][vc_empty_space][vc_separator color=&#8221;custom&#8221; align=&#8221;align_left&#8221; border_width=&#8221;3&#8243; el_width=&#8221;10&#8243; accent_color=&#8221;#e14940&#8243; css=&#8221;.vc_custom_1584458467906{margin-top: 0px !important;margin-bottom: 15px !important;padding-top: 0px !important;padding-bottom: 0px !important;}&#8221;][vc_custom_heading text=&#8221;Advertising Budgets and Investments&#8221; font_container=&#8221;tag:h2|font_size:24px|text_align:left|line_height:28px&#8221; google_fonts=&#8221;font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal&#8221; el_class=&#8221;title_secondary&#8221; css=&#8221;.vc_custom_1585331929313{margin-top: 0px !important;padding-top: 0px !important;}&#8221;][vc_empty_space][vc_column_text]<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><span style=\"font-family: Roboto;\">As expected, we are seeing a decline for several dealers in terms of their advertising investments. Our estimates show a decrease of about 50% in budgets for the month of April, ranging from a complete cancellation to a total maintenance of budgets. Each dealer reacts differently to this current situation. Some will opt to retreat or keep a minimal presence, while others will want to take advantage of this situation to increase their visibility and traffic.<\/span><\/li>\n<li><span style=\"font-family: Roboto;\">The cost per click (CPC) has continued to decrease, but appears to be stabilizing at slightly less than 70% of its usual cost. In some regions, it is consistently below $0.90, which is a bargain.<\/span><\/li>\n<li><span style=\"font-family: Roboto;\">The majority of dealers have kept medium and long term marketing initiatives in place, such as the creation of editorial and marketing content, in order to maintain a strong search engine presence. This is good news in itself, as dealers are confident that the crisis will end one day and want to make sure to capitalize on organic traffic (read SEO).<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/vc_column_text][vc_empty_space][vc_column_text]<span style=\"font-weight: 400; font-family: Roboto;\">It is up to each dealer to find the right strategy for the coming weeks. If you are able to continue engaging your consumers remotely, or through telework vendors, it may be worthwhile to continue to be active. On the other hand, if your position is to completely shut down operations for the moment, it is better to keep your budget to make a strong comeback after the crisis.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400; font-family: Roboto;\">In closing, I wish you all a good weekend. We will be back to work next week to keep you informed on the evolution of consumer behaviour in times of the COVID-19 crisis.<\/span>[\/vc_column_text][vc_empty_space][vc_column_text]<span style=\"font-family: Roboto;\">Sincerely,<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400; font-family: Roboto;\">Louis-Yves Cloutier<br \/>\n<\/span><span style=\"font-weight: 400;\"><span style=\"font-family: Roboto;\">CEO and President<\/span> <\/span>[\/vc_column_text][vc_empty_space][vc_column_text]<\/p>\n<p style=\"text-align: center;\"><span style=\"font-family: Roboto; color: #e14940;\"><a style=\"color: #e14940;\" href=\"https:\/\/360.agency\/en\/contactus\/\">Contact us for further information<\/a><\/span><\/p>\n<p>[\/vc_column_text][vc_empty_space][vc_empty_space][\/vc_column][\/vc_row]<\/p>\n<\/div><!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column offset=&#8221;vc_hidden-sm vc_hidden-xs&#8221;][vc_row_inner][vc_column_inner][vc_empty_space height=&#8221;30px&#8221;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner][vc_column_text]Dear Client, We hope this message finds you in good health and morale. As you may be starting to get used to our updates, I would like to share information about dealership websites\u2019 performance across Canada as well as other relevant data.[\/vc_column_text][vc_empty_space][vc_separator color=&#8221;custom&#8221; align=&#8221;align_left&#8221; border_width=&#8221;3&#8243; el_width=&#8221;10&#8243; accent_color=&#8221;#e14940&#8243; css=&#8221;.vc_custom_1584458467906{margin-top: 0px !important;margin-bottom: 15px !important;padding-top: &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/360.agency\/en\/blog\/friday-march-27-2020-traffic-and-advertising-investments\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Friday, March 27, 2020: traffic and Advertising Investments&#8221;<\/span><\/a><\/p>\n<p><!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":26,"featured_media":21929,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[238],"tags":[452],"class_list":["post-21914","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-360-experts","tag-covid-19-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>360.Agency &#8226; Friday, March 27, 2020: traffic and Advertising Investments<\/title>\n<meta name=\"description\" content=\"Our regular update about dealership websites\u2019 performance across Canada as well as other relevant data regarding the current the situation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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