Go RVing has reported that in the first two months of 2021, its paid search function on its website generated more than 200,000 clicks, with nearly 30,000 – 15 percent – “Find a Dealer” searches. By comparison, January 2020 had 774 dealer searches and 6,100 rental searches.
Go RVing said that its Facebook and Instagram traffic campaign drove 29,653 clicks to the website. Brand awareness saw a bump of 8.3 percent in ad recall of those reached on Facebook and Instagram, more than 3 percent over current ad-recall benchmarks. The Pinterest campaign drove more than 1.2 million completed video views.
According to Go RVing’s analysis, both engagement and conversion metrics show that traffic arriving at the site appears to be more qualified: The average time on the site has increased by 56 percent and lead submissions to Go RVing increased nearly 30 percent in the first two months compared to the previous period.
Beyond dealer searches, Go RVing said “RV show”-related queries were a significant driver of traffic, increasing pageviews to the RV Shows and Events page by 210 percent. 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 and communications. “When we look at site traffic patterns from this time last year, we are up 200 percent in pageviews and unique users. We are very optimistic that we’ll continue to see strong interest in RVing in the spring and summer.”
Go RVing said it plans to launch its full media plan across multiple platforms in late spring.
