“Find a Dealer” Searches Surge On Go RVing Website

While Go RVing’s full media plan is not set to launch until late spring, Go RVing’s “always on” approach to paid search and social continues to keep RVing in front of consumers. The RV industry has shown no signs of slowing down in recent months and growing interest in RVing continue to drive traffic to GoRVing.com.

In the first two months of 2021, Go RVing’s paid search generated more than 200,000 clicks, with nearly 30,000 resulting in “Find a Dealer” searches. Mobile users accounting for the highest percentage of users searching for a dealer. By comparison, January 2020 had 774 dealer searches and 6,100 rental searches. January 2021 represents a 1000% increase in dealer searches and a 50% increase in rental searches.

The Facebook and Instagram Traffic campaign drove 29,653 clicks to the website. Brand awareness saw a bump of 8.3% in ad recall of those reached on Facebook and Instagram, more than 3 percent over current ad-recall benchmarks. The Pinterest campaign drove over 1.18 million completed video views.

Both engagement and conversion metrics show that traffic arriving at the site appears to be more qualified as the average time on the site has increased by 56% and lead submissions to Go RVing increased nearly 30% in the first two months compared to the previous period.

Beyond dealer searches, “RV show” related queries were a significant driver of traffic increasing pageviews to the RV Shows and Events page by a whopping 210%. The page ranked as the third most viewed page overall and the number two landing page for two consecutive months.

“Based on traffic patterns, we are encouraged by what this indicates for consumer sentiment and intent. Historically, there is always a peak in searches for RV shows and events in January and we are encouraged to see that trend continue following the obstacles the industry had to overcome in 2020,” said Courtney Bias, Go RVing Director of Strategic Marketing & Communications. “When we look at site traffic patterns from this time last year, we are up 200% in pageviews and unique users. We are very optimistic that we’ll continue to see strong interest in RVing in the spring and summer.”

The team is also using the data to drive content strategy for 2021 by expanding content in the first-timer’s tool kit, “how-to” resources, trip planning and activity stories and tips, and stories that feature the kinds of RV units consumers are showing interest in viewing. Location based queries for trip planning tips were popular in the first quarter such as “beach camping,” “oceanfront campgrounds,” and “best campgrounds east coast.” Teardrop trailers are appearing in the top 5 most viewed pages on the site and pop-ups and Class Bs are growing in pageviews as well.

As the traditional camping season approaches, media efforts will ramp up beyond paid search and social media, beginning in April.