microsoft advertising insights autos parts & service ... · queries for gas, car washes, oil,...
TRANSCRIPT
Parts & Service supply analysisBrand, non-brand and make
As of March 20, 2020
Microsoft Advertising. Intelligent connections.
MICROSOFT ADVERTISING
Key takeaways Parts & Service supply trends
All-up Parts & Service search volume is down 10.4% on the year but modestly up 3.1% year to date (YTD)
Based on YTD growth, opportunity query categories are non-brand, Sedans, and Luxury Makes
Declining YTD categories include brand queries and SUVs, Trucks, and Economy Makes
March search results page view (SRPV) and click declines have occurred across brand/non-brand, vehicle segment and vehicle class, signaling prospective weakening as fewer vehicles are on the road
Source: Microsoft Internal Data Jan. 5, 2019 – Mar. 22, 2019 and Jan 4, 2020 – Mar 20, 2020
Parts & Service (P&S) SRPVs are down 10.4% year over year (YoY) but modestly up 3.1% YTD
Source: Microsoft Internal Data Jan. 5, 2019 – Mar. 22, 2019 and Jan 4, 2020 – Mar 20, 2020
3,000,000
3,200,000
3,400,000
3,600,000
3,800,000
4,000,000
4,200,000
4,400,000
4,600,000
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11
2019 2020
• YTD 2020: 3.1%• YTD YoY: -10.4%• This week YoY: -12.1%
Parts & Service clicks are down 14.3% YoY and 7.9% YTD
Source: Microsoft Internal Data Jan. 5, 2019 – Mar. 22, 2019 and Jan. 4, 2020 – Mar. 20, 2020
300,000
320,000
340,000
360,000
380,000
400,000
420,000
440,000
460,000
480,000
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11
2019 2020
• YTD 2020: 7.9%• YTD YoY: -14.3%• This week YoY: -20.0%
Queries for Gas, Car Washes, Oil, Interior Car Parts, Services and Cleaning are up YoY% YoY change in SRPVs for Weeks 9, 10 and 11
Source: Microsoft Internal Data Jan. 5, 2019 – Mar. 22, 2019 and Jan. 4, 2020 – Mar. 20, 2020
35.6%14.7%
12.4%8.8%
5.2%1.6%
0.0%-2.9%
-6.8%-8.0%
-11.4%-12.4%-12.5%
-14.2%-20.0%
-22.5%-28.1%
-29.4%-32.3%
-38.6%
gascar wash
oilinterior/seats
serviceair/clean
batteryengine
tireelectronicsaccessory
mechanicsgeneral parts
rims & wheelsexterior body
lightsaudio
car coversfloor mats
security/key
Clicks were down in March for all Parts & Services categories except Electronics and Gas% YoY Change in clicks for Weeks 9, 10 and 11
Source: Microsoft Internal Data Jan. 5, 2019 – Mar. 22, 2019 and Jan. 4, 2020 – Mar. 20, 2020
47.7%34.0%
-2.0%-4.6%
-5.1%-7.1%
-10.8%-11.6%
-15.4%-17.2%
-17.9%-18.6%
-24.7%-25.0%
-25.8%-27.0%
-27.7%-32.4%
-38.9%-41.2%
electronicsgas
servicecar wash
general partsair/clean
batteryoil
accessorytire
engineexterior
audiolights
rims & wheelsmechanicscar covers
security/keymats
interior/seats
Opportunities exist where SRPVs are up, but clicks are down. Consider tailoring ad copy.
89% of SRPVs and 64% of clicks for Parts & Service are non-brand/non-retailer relatedBrand and non-brand distribution by SRPVs and clicks for 2020 YTD
Source: Microsoft Internal Data Jan. 5, 2019 – Mar. 22, 2019 and Jan. 4, 2020 – Mar. 20, 2020
Sample non-brand queries
11.0%
89.0%
2020 YTD
SRPVs
Non-Brand
Brand
36.2%
63.8%
2020 YTD
Clicks
Non-Brand
Brand
Brand SRPVs and clicks are down YoY; moreover, the YTD click growth has materially fallen off in the past week
Source: Microsoft Internal Data Jan. 5, 2019 – Mar. 22, 2019 and Jan. 4, 2020 – Mar. 20, 2020
200,000
250,000
300,000
350,000
400,000
450,000
500,000
550,000
600,000
Week1
Week2
Week3
Week4
Week5
Week6
Week7
Week8
Week9
Week10
Week11
Brand P&S SRPVs
2019 2020
100,000
110,000
120,000
130,000
140,000
150,000
160,000
170,000
Week1
Week2
Week3
Week4
Week5
Week6
Week7
Week8
Week9
Week10
Week11
Brand P&S clicks
2019 2020
• YTD, 2020: 5.0%• YTD, YoY: -21.9%• This week, YoY: -22.8%
• YTD, 2020: 12.6%• YTD, YoY: -9.7%• This week, YoY: -20.6%
Non-brand SRPVs and clicks are down YoY but SRPVs are seeing modest 4.1% gains YTD
Source: Microsoft Internal Data Jan. 5, 2019 – Mar. 22, 2019 and Jan. 4, 2020 – Mar. 20, 2020
2,400,000
2,600,000
2,800,000
3,000,000
3,200,000
3,400,000
3,600,000
3,800,000
4,000,000
Week1
Week2
Week3
Week4
Week5
Week6
Week7
Week8
Week9
Week10
Week11
Non-brand P&S SRPVs
2019 2020
180,000
200,000
220,000
240,000
260,000
280,000
300,000
320,000
Week1
Week2
Week3
Week4
Week5
Week6
Week7
Week8
Week9
Week10
Week11
Non-brand P&S clicks
2019 2020
• YTD, 2020: 4.1%• YTD, YoY: -8.7%• This week, YoY: -10.6%
• YTD, 2020: 5.3%• YTD, YoY: -16.7%• This week, YoY: -19.6%
SUV SRPVs and clicks are trending down, both YoY and YTD
Source: Microsoft Internal Data Jan. 5, 2019 – Mar. 22, 2019 and Jan. 4, 2020 – Mar. 20, 2020SUV includes Brand and Non-Brand queries
100,000
120,000
140,000
160,000
180,000
200,000
220,000
240,000
260,000
280,000
Week1
Week2
Week3
Week4
Week5
Week6
Week7
Week8
Week9
Week10
Week11
SUV P&S SRPVs
2019 2020
6,000
7,000
8,000
9,000
10,000
11,000
12,000
13,000
14,000
15,000
16,000
Week1
Week2
Week3
Week4
Week5
Week6
Week7
Week8
Week9
Week10
Week11
SUV P&S clicks
2019 2020
• YTD, 2020: -12.1%• YTD, YoY: -9.8%• This week, YoY: -19.0%
• YTD, 2020: -15.2%• YTD, YoY: -7.6%• This week, YoY: -21.3%
Truck SRPVs and clicks are trending down both YoY and YTD
Source: Microsoft Internal Data Jan. 5, 2019 – Mar. 22, 2019 and Jan. 4, 2020 – Mar. 20, 2020Truck includes Brand and Non-Brand queries
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
Week1
Week2
Week3
Week4
Week5
Week6
Week7
Week8
Week9
Week10
Week11
Truck P&S SRPVs
2019 2020
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Week1
Week2
Week3
Week4
Week5
Week6
Week7
Week8
Week9
Week10
Week11
Truck P&S clicks
2019 2020
• YTD, 2020: -14.1%• YTD, YoY: -16.0%• This week, YoY: -13.4%
• YTD, 2020: -22.4%• YTD, YoY: -21.0%• This week, YoY: -17.6%
Car SRPVs are trending down YoY while clicks have closed in on a YoY gap, and both SRPVs and clicks are trending up YTD
Source: Microsoft Internal Data Jan. 5, 2019 – Mar. 22, 2019 and Jan. 4, 2020 – Mar. 20, 2020Car includes Brand and Non-Brand queries
600,000
700,000
800,000
900,000
1,000,000
1,100,000
1,200,000
Week1
Week2
Week3
Week4
Week5
Week6
Week7
Week8
Week9
Week10
Week11
Car P&S SRPVs
2019 2020
40,000
45,000
50,000
55,000
60,000
65,000
70,000
Week1
Week2
Week3
Week4
Week5
Week6
Week7
Week8
Week9
Week10
Week11
Car P&S clicks
2019 2020
• YTD, 2020: 15.8%• YTD, YoY: -10.0%• This week, YoY: -10.1%
• YTD, 2020: 18.6%• YTD, YoY: 3.2%• This week, YoY: -6.0%
Parts & Service searches and clicks for Economy Makes are trending down YoY and YTD
Source: Microsoft Internal Data Jan. 5, 2019 – Mar. 22, 2019 and Jan. 4, 2020 – Mar. 20, 2020
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
Week1
Week2
Week3
Week4
Week5
Week6
Week7
Week8
Week9
Week10
Week11
Economy P&S SRPVs
2019 2020
40,000
50,000
60,000
70,000
80,000
90,000
100,000
Week1
Week2
Week3
Week4
Week5
Week6
Week7
Week8
Week9
Week10
Week11
Economy P&S clicks
2019 2020
• YTD, 2020: -6.3%• YTD, YoY: -10.1%• This week, YoY: -11.6%
• YTD, 2020: -14.7%• YTD, YoY: -9.5%• This week, YoY: -14.9%
Parts & Service searches and clicks for Luxury Makes are down YoY, while SRPVs are modestly up, and clicks are flat, YTD
Source: Microsoft Internal Data Jan. 5, 2019 – Mar. 22, 2019 and Jan. 4, 2020 – Mar. 20, 2020
100,000
120,000
140,000
160,000
180,000
200,000
220,000
240,000
260,000
280,000
Week1
Week2
Week3
Week4
Week5
Week6
Week7
Week8
Week9
Week10
Week11
Luxury P&S SRPVs
2019 2020
6,000
7,000
8,000
9,000
10,000
11,000
12,000
13,000
Week1
Week2
Week3
Week4
Week5
Week6
Week7
Week8
Week9
Week10
Week11
Luxury P&S clicks
2019 2020
• YTD, 2020: 5.5%• YTD, YoY: -18.4%• This week, YoY: -17.4%
• YTD, 2020: 0.7%• YTD, YoY: -20.9%• This week, YoY: -20.5%
Closing thoughts for your consideration
Some Parts & Service retailers are offering assistance
programs during this unprecedented time. One advertiser,
for example, is offering remote pick-up and delivery for
vehicles that need to be serviced, ensuring those who need
to be mobile can remain so.
Consider tailored ad-copy to communicate similar
messages to shoppers efficiently
The current situation may result in disrupted supply chains
for auto parts, so help consumers understand their options,
and what’s available or back-ordered