Agriculture Equipment Search Trends

This analysis is from July 1, 2024, to September 30, 2024.

From SI EQ: An Agriculture Marketing?Firm rooted in Ag: This report highlights significant trends in the search behavior of farmers looking for agricultural equipment from July 1, 2024, to September 30, 2024, based on Google's internal data for the U.S. Some key takeaways include:

Mobile Search Dominance:

• 77% of all search queries were made on mobile devices, indicating that farmers rely heavily on smartphones for researching agricultural equipment.
• 81% of all ad impressions were also served on mobile, reinforcing the importance of mobile-first strategies for marketing in this sector.
• 80% of all clicks on advertisements came from mobile devices, further underlining the mobile focus in this space.

1. Growth Trends:

• Search queries saw a 3% year-over-year (YoY) growth from the same period in 2023.
• Impressions also grew by 3% YoY, showing a steady increase in activity and interest in agricultural equipment.
• Clicks on ads remained steady without significant growth but maintained high mobile interaction.

Ad Depth:

The number of ads shown per search result referred to as Ad Depth, saw a slight decline of 1% YoY. However, the overall figure remained around 11.7 ads per search, suggesting a competitive ad landscape.

Seasonality Patterns:

• Historical trends show that search activity for agricultural equipment typically peaks in May each year.
• Cost per Click (CPC) tends to peak in May and September, with the last four years showing CPC increases during these times.

These insights emphasize the critical role of mobile devices in driving searches and ad interactions for agricultural equipment. Additionally, agriculture marketers should prepare for seasonal spikes, particularly in May, and be mindful of increased CPCs in May and September, indicating heightened competition during these periods.

For 15 years, Root+Beta has been a leader in performance marketing, specializing in the agriculture and industrial sectors. Our journey began with a commitment to using data-driven strategies to create meaningful, measurable growth for our clients. Through the years, we have expanded our capabilities through strategic partnerships and the development of proprietary tools like Doppio?, which allow us to provide unmatched insights into consumer behavior. This foundation has helped us build long-lasting relationships with mid-sized to large agricultural companies across the U.S. and beyond.

One of the first agencies in the nation to specialize in farm equipment advertising, we’ve consistently aimed to move the industry forward with fresh ideas and unique outside perspectives from the diverse backgrounds of our staff.

Our focus on data-driven strategies and close collaboration with our partners has led to incredible growth in the last three years, with a 70% increase in revenue and a 28% increase in our headcount—providing us with additional resources and bandwidth for our partners.

Today, we’re the largest independent agency in the farm equipment industry, working closely with some of the largest equipment dealers in North America and up-and-coming manufacturers from abroad. Our 35 team members are dedicated to the ag industry and have more than 200 years of combined experience.