Month: July 2024

Tractor & Machinery Association Sales Summary | Q2 2024

Post author By adamnutter
Post date July 25, 2024

We continue to track the evolving landscape of the agricultural sector with our latest sales summary for the Tractor and Machinery Association of Australia (TMA) for Q2 2024. This quarter’s analysis provides insights into the trends and shifts in market dynamics by comparing the sales from April to June 2024 with the same period in 2023.

Overview of Tractor Sales

The tractor sales data across different horsepower categories reflects varied market responses:

0-40 Hp Tractors

Sales decreased from 1,665 units in Q2 2023 to 1,221 units in Q2 2024, a reduction of 26.7%. This decline suggests a significant drop in demand for lower horsepower tractors.

40-100 Hp Tractors

This segment saw a more pronounced decline, with sales dropping from 2,560 units in Q2 2023 to 1,520 units in Q2 2024, reflecting a 40.6% decrease.

100-200 Hp Tractors

Sales decreased by 30.8%, from 2,289 units in Q2 2023 to 1,585 units in Q2 2024, indicating a shift away from mid-range horsepower tractors.

200+ Hp Tractors

Despite overall market downturns, the highest horsepower segment saw a slight decline of 10.2%, from 1,192 units in Q2 2023 to 1,071 units in Q2 2024, showcasing some level of resilience in demand for high-capacity machinery.

Other Agricultural Equipment Performance

Combine Harvesters

These machines faced a sharp decline, with sales decreasing by 50.2% from 325 units in Q2 2023 to 162 units in Q2 2024, highlighting significant market volatility.

Balers

Balers also experienced a downturn, with sales reducing by 20.0% from 225 units in Q2 2023 to 180 units in Q2 2024.

Out Front Mowers

Contrasting with other categories, this segment saw an increase of 33.8% in sales, from 3,381 units in Q2 2023 to 4,524 units in Q2 2024, indicating growing demand for this type of machinery.

Seasonal and Market Considerations

The TMA emphasises that the agricultural industry’s sales data should be interpreted with consideration for seasonal impacts, which can significantly influence purchasing decisions. This seasonality is evident in the sales performance of various machinery types, particularly in the robust growth of out front mowers, and can be seen in the clear peaks and valleys of the graph above.

However, while the industry’s sales performance over the past 12 months has followed the same patterns as previous years, total sales volume is noticeably below the 5-year average. As with much of the Australian automotive industry, this decline in sales is almost certainly due to the increased financial pressures consumers are facing, causing potential buyers to hold onto old stock for longer rather than upgrading.

That the largest decrease in sales was seen in the 40-100Hp segment makes it clear that these pressures are disproportionately affecting the ‘squeezed middle’: smaller businesses and producers with smaller budgets using smaller machines.

However, the fact that second largest sales decline was seen in the 100-200Hp segment, and that sales in the 200+Hp segment are down 10% on last year, indicates that larger businesses are not immune to these pressures, especially as Australia continues to struggle with inflation and a cost of living crisis.

Data Scope and Limitations

The sales figures reported by the TMA include contributions from most, but not all, machinery manufacturers and distributors in Australia. This comprehensive, yet not exhaustive, dataset provides a robust overview of the market trends but may not capture every aspect of the industry’s dynamics.

Trust Retain Media for Industry-Leading Insights

Q2 2024 presents a mixed landscape for the agricultural machinery market, with notable declines in tractor sales across most horsepower categories but increased demand in specific equipment types like out front mowers. These trends highlight the sector’s ongoing adjustments to economic pressures and operational needs.

We will continue to provide detailed reports and analyses to help stakeholders navigate the complexities of the agricultural machinery market.

Retain Media provides this data “as is” for informational purposes only and accepts no liability for decisions made based on this reporting. Users are encouraged to use this data as one of multiple data points in their market analysis.

Best practice

How to Maintain Your Facebook Business Assets

Post author By adamnutter
Post date July 25, 2024

Change happens. It’s a fact of life. One change that happens regularly is that people change jobs. Whether it’s a career change, retirement or just a new opportunity, people enter or leave businesses daily. One facet that often gets overlooked is the admin of adding or removing permissions from business assets, Facebook or otherwise.

But it’s not just people. Technology changes, too. Facebook regularly updates its requirements and best practices for page owners and business managers. These changes are two-fold: the changes are needed due to those advances in technology, and they are needed to maintain the integrity of the security of the Facebook page or business account.

Below are some best practices we recommend to all the businesses we work with to ensure they aren’t left in the lurch when staff enter and leave the business, and what you can do if this does happen to you.

Facebook page

One of the biggest issues we have come across in our experience in working with advertisers is that businesses don’t maintain the admin of their page. Sure, content is still being published, and your audience is still engaging, but taking the scenario from earlier, your page admin has left the business. What happens when someone new joins the business? Who is adding them to the page to take over? If you have limited people assigned to roles on your page, it is a real possibility that access to the page could be limited.

We recommend following Facebook’s best practice here in having at least two profiles assigned with admin permissions to any business page you may own. This way, if someone leaves the business, the other one can remove the former from the page, as well as continue to add and manage new team members as they join the business.

We also recommend you review access for all page roles every 3-6 months, as there may be people who no longer need access, and others who may need their access changed. Good page management will save you headaches in the future.

Business Manager

There are two elements of the business manager that we wanted to draw attention to and ensure your account set up suits the needs of your business.

Page Permissions

Page permissions are particularly important if you are working with an agency such as us at Retain Media. Whenever we begin to work with a new client, we will need to request access to your Facebook page to run ads on your behalf. Like page roles, there are different levels of permissions you can set for your partner agency. Our recommendation is to give the business manager the appropriate level of permissions. There are some nuances here, for example, the permissions needed to post organically are different to the permissions needed to post ads.

Account Security

The second is account security. Many common issues associated with Business Manager are a result of poor account security and practices. At a minimum, if you own and manage your own business manager (i.e. don’t use an agency), you should have two-factor authentication enabled. This reduces the risk to your business account in the event of your personal profile being compromised. Another tool to enable is trusted email settings. This feature allows business manager accounts to add trusted email domains, so only those with the same email domain (e.g. @retainmedia.com.au) can be added to the account.

Had this functionality existed 12 – 18 months ago, it may have prevented our own hacking (you can read more about that here). You can find both of these tools in your business manager settings under ‘Security Centre’

Like Facebook pages, we also recommend having at least two admins within the business manager. This way, if the worst happens and your profile is compromised or hacked, your business will still have access to its Facebook assets.

What to do if you get stuck?

Even if the worst hasn’t happened, here are some resources to help you should any of the aforementioned befall your business.

If you find that someone unwanted is controlling your Facebook page, you can contact Facebook here. This will open an investigation to determine who is the rightful page owner, with the goal of regaining access to the rightful page owner. It’s important to note that this process can take several weeks, depending on the complexity of the hack.

If your profile is compromised, Facebook will usually put a lock on your profile which restricts your ability to manage a page or business manager. You will still be able to log in to your profile, but steps will be required to verify who you are before you can manage your assets again. In this instance, usual forms of verification include providing personal identification (such as drivers license or passport), or filming a short video of yourself completing some tasks to prove you are human.

From personal experience, our paid social lead, Bec had to do this recently after her account was compromised. She tried both methods, and found she got her account back quicker through the video verification process.

Trust Retain Media for Digital Marketing Best Practices

The digital world is ever-evolving, and it can be hard as a business owner to keep up with the latest developments. At Retain Media, we keep our finger on the pulse of the latest shifts on Facebook, Google and more, so you can focus on growing your business.

Check out our Insights for more digital marketing tips and tricks, and be sure to read our Best Practices to stay abreast of the best way to keep your business protected online. If you’re interested in learning more about what we do, contact us today to arrange a free, no-obligation consultation and start standing out online with Retain Media.

Best practice

SEO Content Writing: The Ingredients for Success

Post author By adamnutter
Post date July 18, 2024

SEO content writing is a crucial aspect of digital marketing that can significantly impact your website’s visibility and reach. Writing for SEO involves crafting content that not only appeals to readers but also satisfies search engine algorithms. This ensures that your content ranks higher in search engine results pages (SERPs) for relevant keywords. In this article, we’ll explore the essential ingredients for successful SEO content writing, so you can help your website stand out and connect with more customers.

Why Is SEO Content Writing Important?

SEO content writing is essential because it bridges the gap between your valuable content and your target audience. When your content is optimised for search engines, it has a higher chance of being discovered by users searching for related topics. This increased visibility can drive more organic traffic to your site, ultimately leading to higher engagement and conversions.

12 Tips for Creating SEO-Optimised Content

Find Your Primary Keyword

Before you start writing, identify your primary keyword. This is the main term or phrase you want to optimise your content around. Choosing the right primary keyword is crucial because it directly influences your content’s visibility in search results.

To find an effective primary keyword, you need to consider three aspects:

Relevance: Ensure the keyword accurately reflects the main topic of your content. It should be closely related to what your audience is searching for. For this article, the keyword we selected is ‘seo content writing’.
Search Volume: Look for keywords with a decent search volume. This indicates that a sufficient number of people are searching for this term, making it worthwhile to target. As a general rule, higher volume keywords will draw more eyes to your content, but will also be more competitive.
Ranking Difficulty: Consider the competition for the keyword. Aim for terms that aren’t overly competitive, so you have a realistic chance of ranking well. Use keyword research tools to check the keyword difficulty (KD%) and select those with a moderate difficulty level.

For example, if you’re writing about vegan diets, a good primary keyword might be “vegan diet plan.” This term is relevant, has a decent search volume, and isn’t too difficult to rank for.

The best way to find keywords and assess these factors is through the use of tools such as Keywords Everywhere, Semrush’s Keyword Magic Tool, or Ahrefs. Here at Retain Media, we primarily use Keywords Everywhere, as it provides a quick and detailed snapshot of the three aspects that guide our keyword selection, as well as related keywords and trend data.

Choose Your Secondary Keywords

Secondary keywords are related terms that support your primary keyword. These can include synonyms, related subtopics, or long-tail variations. Using secondary keywords helps you rank for multiple terms, increasing your content’s visibility.

To identify secondary keywords:

Related Terms: Look for keywords closely related to your primary keyword. These can be found using keyword research tools or by examining the “People also ask” section in Google search results.
Long-Tail Keywords: These are more specific phrases that often have lower competition. They can help you attract a more targeted audience. For instance, if your primary keyword is “vegan diet plan,” secondary keywords might include “vegan meal plan for beginners” or “benefits of a vegan diet.”
Questions: Consider incorporating questions people frequently ask about your topic. This can enhance your content’s relevance and provide valuable information to your readers.

Using a mix of primary and secondary keywords throughout your content can improve your chances of ranking for a broader range of search queries.

Satisfy Search Intent

Understanding and satisfying search intent is crucial for SEO success. Search intent refers to the reason behind a user’s search query. Common intents include informational, navigational, transactional, and commercial investigation.

To effectively satisfy search intent:

Identify Intent: Determine what users are looking for when they search for your primary keyword. Are they seeking information, looking to make a purchase, or trying to navigate to a specific page?
Content Format: Choose the right format for your content based on the identified intent. For informational queries, consider creating how-to guides, list posts, or comprehensive tutorials. For transactional queries, product reviews or comparison posts might be more suitable.
Analyse Top Results: Examine the top-ranking pages for your primary keyword to understand what type of content is currently performing well. This can give you insights into the format, length, and style that resonate with users.

By aligning your content with the user’s intent, you can improve its relevance and increase its chances of ranking higher in search results.

Create Quality Content

Quality content is at the heart of effective SEO writing. It should be accurate, valuable, original, and engaging. High-quality content builds trust with your audience and establishes your authority in your niche.

To create quality content:

Accuracy: Ensure that the information you provide is correct and up-to-date. Use credible sources and fact-check your content.
Value: Address the needs and interests of your audience. Think about what a potential reader is looking to gain from your content and provide in-depth information, practical tips, and actionable insights that help your readers.
Originality: Avoid duplicating content from other sources. Offer a unique perspective or fresh take on the topic to make your content stand out both to readers and search engines.
Engagement: Use a conversational tone, ask questions, and encourage interaction. Incorporate multimedia elements like images, videos, and infographics to make your content more engaging.

For topics that require specialised knowledge, such as health or finance, consider collaborating with subject matter experts to ensure the content is both accurate and trustworthy.

Leverage Keywords in Your Content

Incorporate your primary and secondary keywords naturally throughout your content. Avoid keyword stuffing, which can make your content look spammy and reduce its readability. Use keywords in titles, subheadings, and within the body of your content in a way that flows naturally.

To effectively leverage keywords:

Title and Headings: Include your primary keyword in the title (H1) and relevant subheadings (H2, H3). This helps search engines understand the main topics covered in your content and its relevance to searchers, ultimately improving its ranking.
Introduction: Use your primary keyword in the first paragraph to signal to search engines what your content is about.
Body Content: Distribute your primary and secondary keywords evenly throughout the text. Aim for a natural inclusion that doesn’t disrupt the flow of your writing, rather than trying to jam in as many mentions of the keywords as possible.
Anchor Text: When adding internal or external links, use relevant keywords as anchor text to improve the SEO value of your links.

By strategically placing keywords in your content, you can enhance its relevance and improve its chances of ranking well in search results.

Structure Content with Subheadings

Subheadings (H2-H6) help organise your content and make it easier to read. They allow readers to quickly scan for the information they need and help search engines understand the structure of your content. Subheadings follow a hierarchical structure, with H3 headings (like the one above) nested underneath H2 headings, and so on down to H6. Use relevant keywords in your subheadings to enhance your SEO.

To structure your content effectively:

Hierarchy: Use a clear hierarchical structure with H2 for main sections, H3 for subsections, and so on. This creates a logical flow that is easy to follow.
Descriptive Subheadings: Write subheadings that accurately describe the content of each section. This helps readers and search engines understand the key points of your content.
Keyword Inclusion: Incorporate relevant keywords in your subheadings without forcing them. This can improve the SEO value of your headings.

A well-structured article not only enhances readability but also makes it easier for search engines to crawl and index your content, improving the chances of it ranking higher on SERPs.

Make Your Content Easy to Read

Readability is a key aspect of good SEO writing. Use short sentences and paragraphs, simple language, and visual elements like images and infographics to break up the text and make your content more engaging. Bullet points and numbered lists can also improve readability by breaking down complex information into manageable chunks.

To improve readability:

Sentence and Paragraph Length: Keep sentences and paragraphs short. Aim for no more than 20 words per sentence and 3-4 sentences per paragraph. More than anything, avoid large walls of text – they are hard on readers’ eyes and are looked at unfavourably by search engines.
Simple Language: Use clear and concise language that is easy for your audience to understand. Avoid jargon and complex vocabulary unless necessary.
Visuals: Incorporate images, infographics, and videos to break up the text and provide visual interest. Visuals can also help explain complex concepts more effectively.
Formatting: Use bullet points, numbered lists, and bold or italic text to highlight important information and make it easier to scan.

Improving readability enhances the user experience, which can lead to longer page visits and lower bounce rates.

Add Internal Links

Internal links connect different pages on your website, helping readers discover more content and distributing ranking power across your site. Use relevant anchor text for your internal links and ensure they add value to your content.

To effectively use internal links:

Relevance: Link to related content that provides additional value to the reader. Ensure the linked content is relevant to the topic at hand.
Anchor Text: Use descriptive and keyword-rich anchor text that accurately describes the linked content. This helps search engines understand the context of the link.
Natural Placement: Integrate internal links naturally within your content. Avoid forcing links where they don’t fit organically.

Internal linking not only improves navigation for users but also helps search engines crawl and index your site more effectively.

Optimise Your Content for Featured Snippets

Featured snippets are direct answers that appear at the top of Google search results. To optimise for featured snippets, provide clear and concise answers to common questions related to your primary keyword. Use lists, tables, or paragraphs, depending on the snippet format currently ranking for your keyword.

To optimise for featured snippets:

Identify Opportunities: Search for your primary and secondary keywords to see if featured snippets appear in the results. Note the format (paragraph, list, table) and the content they display.
Answer Questions: Provide direct and concise answers to common questions related to your keywords. Use simple language and ensure your content is easy to understand.
Format Appropriately: Align your content with the format of existing featured snippets. For example, if the snippet is a list, use a similar list format in your content.

By optimising for featured snippets, you can increase your chances of appearing at the top of search results and attracting more organic traffic.

Create an Optimised Title Tag

Your title tag is the first thing users see in search results. Make it compelling by including your primary keyword, using power words, and keeping it under 55 characters to avoid truncation. A well-crafted title tag can significantly increase your click-through rate (CTR).

To create an effective title tag:

Keyword Placement: Include your primary keyword at the beginning of the title tag to signal its importance to both search engines and users.
Engaging Language: Use power words and numbers to make your title more enticing. For example, “10 Proven Tips for a Successful Vegan Diet Plan.”
Length: Keep your title tag around 55 characters to ensure it displays fully in search results.

An optimised title tag can help attract more clicks and improve your content’s performance in search results.

Write a Compelling Meta Description

A meta description is a brief summary of your content that appears below the title tag in search results. Use active voice, action verbs, and include your target keyword. Keep it under 105 characters to ensure it displays correctly on mobile devices.

To write an effective meta description:

Active Voice: Use active voice to make your description more engaging and direct. For example, “Discover the best vegan diet plans and tips for a healthier lifestyle.”
Action Verbs: Encourage users to take action by using verbs like “learn,” “discover,” “find out,” and “explore.”
Keyword Inclusion: Include your primary keyword to indicate relevance to the user’s query.
Length: Keep your meta description concise, ideally between 50-160 characters, to ensure it displays properly in search results.

A well-written meta description can improve your CTR and drive more traffic to your site.

Optimise Your URL Slug

A URL slug is the part of the URL that identifies a specific page on your website. For example, in the URL for this article (https://retainmedia.com.au/best-practice/seo-content-writing) the slug is everything after ‘.com.au’. Make it concise, descriptive, and include your primary keyword. Use hyphens to separate words and avoid using dates to keep your content evergreen.

To create an optimised URL slug:

Keyword Inclusion: Include your primary keyword in the slug to help search engines understand the content of your page. For example, “seo-content-writing” tells Google that this article is relevant to that keyword.
Hyphens: Use hyphens to separate words in the slug, making it easier to read and understand.
Avoid Dates: Avoid using dates in your URL slug to keep your content relevant over time.
Conciseness: Keep the slug short and descriptive, avoiding unnecessary words. This is why we chose ‘seo-content-writing’ for our URL slug, rather than the full title of the article.

By optimising your URL slug, you can improve your content’s visibility and make it easier for users to understand what your page is about.

Struggling with SEO? We Can Help

SEO content writing is a powerful tool to enhance your online presence and reach a broader audience. By following these tips, you can create content that not only ranks well in search engines but also provides real value to your readers. Remember, the key to successful SEO content writing lies in balancing optimisation with quality and readability.

But if your content is struggling to stand out, it might be time for a change. At Retain Media, our team of SEO experts and writers have helped dozens of clients boost their rankings and reach more customers with strategy and content that connects.

Contact us today to arrange a free, no-obligation consultation and find out how we can make your content stand out from the crowd.

Market reports Caravan Market

Australia’s RV Landscape: Discover the Most-Searched Brands of Q2 2024

Post author By adamnutter
Post date July 16, 2024

The end of another quarter means it is time for another RV Market Brand Consideration Report, and we’re back with our roundup of Australia’s most-searched brands for Q2 2024. As with our other market reports, the RV Market Brand Consideration Report is intended to provide insight into the competitive landscape of the Australian caravan market and consumer preferences as measured by search activity.

Read on for our findings, and don’t forget to download the report to see where your brand ranks among Australian searches!

A Note on Methodology

This report leveraged a number of keyword research tools to assess search volume across Australia. Our research comprised 108 brands across the motorhome, camper and caravan categories, along with more than 10,000 search terms, and 3.2m searches across the quarter. This data was broken into four key categories: all brands, Australian-made, imported, and discontinued.

We have also included, for the first time, 12-month search volume trends for the keyword ‘caravan for sale’ and eight caravan and RV categories: off-road caravans, small caravans, pop-top caravans, hybrid caravans, family caravans, motorhomes and camper trailers.

12-Month Search Volume Trend

Caravan For Sale

In the 12 months to May 2024, search volume for the term ‘caravan for sale’ is down 31% from May/June 2023, declining from an average of 9,650 searches a week to an average of 6,650 searches a week.

Off-Road Caravans

Searches for off-road caravans revealed a similar story, with a 25% decrease year-on-year, albeit with a greater number of spikes over that period, as the graph above shows.

Small Caravans

Searches for small caravans remain relatively steady however, indicating that the category remains fairly resilient to the economic pressures of the past year, likely due to the more affordable nature of small caravans.

Pop-Top Caravans

The pop-top category has experienced a slight 10% decline over the past year, its search volume displaying a similar degree of ‘bumpiness’ to that of the small caravan category.

Hybrid Caravans

Hybrid caravans have seen some of the sharpest decreases over the past year, declining roughly 20%. Interestingly, search volume for hybrid campers remains fairly steady over the same period. It could be that the more affordable nature of campers makes the category more resilient in the same fashion as small caravans, or it could be that hybrid camper buyers are committed to the category and lifestyle despite increased pressure on budgets.

Family Caravans

The bigger they are, the greater the decline, with searches for family caravans also slipping approximately 20% this past year. It is worth noting that all the categories we have looked at so far saw their greatest spikes in search volume over the December to January period – a possible case of summer envy perhaps?

Motorhomes

Similarly, motorhomes experienced a 20% decline in search volume over the past year, with noticeably fewer spikes over that period than were seen in other categories.

Camper Trailers

In contrast to the relatively minor decreases in searches for small caravans and hybrid campers, camper trailers experienced a 17% decrease in search volume over the past 12 months. It could be that this discrepancy is due to consumers perceiving a separation between camper trailers and hybrid campers, with the former encompassing more expensive, specialist off-road models, while the latter comprises simple, lightweight, and versatile caravans.

Australia's Most-Searched Caravan Brands

In a development (or lack thereof) that should surprise nobody, Jayco remains supreme amongst all brands, holding a 27.5% share of the Australian search market. However, while Jayco’s position remained unchanged, its overall search share decreased 1.1% from the previous quarter (28.6%), a 3.9% relative slump.

Second-place MDC saw its share hold steady at 4% from quarter-to-quarter, though it has seen an 8% relative increase year-on-year. Avan also held steady at 3.2% over the past two quarters, though that number is down from 3.4% a year ago. Rounding out the top 5, Ezytrail and Austrack both increased their search share on a quarter-to-quarter and year-on-year basis, experiencing a 7% and 16% bump respectively over the past 12 months.

The remainder of the top 10 largely held steady on a quarter-to-quarter to basis, with minor fluctuations up and down. The greatest decline in the top 10 was seen by New Age Caravans, whose search share slumped 15% on a year-on-year basis, despite staying steady over the past two quarters. Outside of the top spots, the story for many brands was one of declining search share, reinforcing the shift we saw last quarter towards larger brands.

But the real story of the quarter was Highline Caravans, whose search share soared from 0.2% to 1.8%, following news in May of their collapse into liquidation. This surge, along with the cumulative gains made by small brands towards the bottom of the list, explains why the big players at the top all saw a decrease in their market share, despite increases across the board in their total search volume.

Top-20 Most-Searched: Australian-Made

Jayco’s position is even stronger in the Australian-made category, where it holds a 36.9% market share, an astronomical lead over its next closest competitor, Avan, at 4.2%.

Several brands in the top-10 of the Australian-made category saw year-on-year declines in their search share that ranged in severity, from a 4.5% relative decline in the case of Avan, to a 16% relative slide for New Age. Meanwhile, brands in positions 11-20 were a mixed bag, their search shares fluctuating up or down by 0.1%. The exceptions to this were Patriot Campers and Track Trailer, who both experienced a 0.2% decrease in search share from quarter-to-quarter, an 11.1% and 10.5% relative loss, respectively.

All of these losses were mostly to the benefit of brands outside the top 20, with several small brands seeing minor increases in their search share quarter-to-quarter and year-on-year. On a 12-month time scale, the back half of the Australian-made category was also something of a mixed bag, with brands throughout positions 40-69 gaining, losing, or maintaining their search share.

In fact, the most consistent segment in the category was positions 70-77, with every brand listed there maintaining its search share between Q3 2023 and Q2 2024. What this indicates is a small but committed customer-base who are drawn to these small brands for a specific reason, and unlikely to shift their allegiances in the short term.

Top 20 Most-Searched: Imported

The imported category, meanwhile, offers some more revealing insights into consumer preferences in Australia. In the top 5, every brand except Opus Campers increased their search share quarter-to-quarter, with Austrack making an impressive 9% relative gain, putting it hot on the heels of Ezytrail in second place.

However, beyond the top 5, results were a little less consistent. Snowy River, Mars, Stoney Creek Campers and Black Series all registered quarter-to-quarter decreases in their search share, although Mars remains up on a year-to-year basis.

Brands in positions 11-25 seemed to alternate in terms of wins and losses: 11th-ranked Adria is up 21% year-on-year, while the 12th and 13th ranked Kedron Campers and Lumberjack Campers are down 20% and 28% respectively over the same period. Right behind them in 14th and 15th, Starvision and Fantasy Caravans both recorded quarter-to-quarter and year-on-year gains, only to be followed by Conqueror Campers, who registered a slight loss on both a 3-month and 12-month basis.

What this tells us is that although some smaller players are making headway, consumers are by and large shifting their focus towards larger and more trustworthy brands during times of economic uncertainty. The full extent of this shift remains to be seen, but for now it seems safe to say that we can expect it to continue at least through to the end of the year.

Top 20 Most-Searched: Discontinued

The discontinued category is comprised of brands that are no longer in business, and is intended to offer insight into the ongoing consumer interest in these brands.

As can be expected, Highline Caravans sit well clear of the pack with 72.1% search share, up from 19.9% in Q1 2024. As we have already discussed, this balloon in search share is due to the recent news of Highline entering liquidation. Given that this news only broke in May, the majority of this surge is due to people looking for more information about the company, rather than prospective buyers looking to snap up models.

Naturally, Highline’s gain came to the detriment of other brands in the category, with every brand witnessing precipitous drop-offs in their search share this past quarter. In position two and three sit Billabong Caravans and Elite Caravans, with 8% and 7.3% respectively. That these two brands are still sitting right at the top of the list is surprising considering that, unlike Highline, neither are recent closures.

Looking back at Q1, Billabong sat well clear of all other brands with 25.7% search share, a slight increase from the 24.8% share it held in Q3 2023. This boost is most likely due to Billabong’s liquidator, Barry Wight of Cor Cordis, releasing a final dividend announcement in December last year, causing a rise in searches for the brand.

With that said, both Elite Caravans and Opal Caravans grew their search share between Q3 2023 and Q1 2024, indicating that, along with Billabong, consumer interest in their caravans remains high – no doubt a reflection of the reputation each brand built prior to going under.

Outside of the top four though, the remainder of the category displays a predictable trend: declining search share (and by extension, search volume) over the past 12 months. With the exception of Riptide Campers and Vanguard Camper Trailer – who both increased their search share between Q3 2023 and Q1 2024 – all other brands experienced a consistently declining search share over the past year, even when Highline’s recent surge is taken out of the picture.

We shall see next quarter whether interest in Highline persists beyond the news of their downfall. For now though, the ongoing interest in Billabong, Elite Caravans and Opal Caravans represents good value and a safe investment to dealers looking to make the most of their trade-in strategy – something that, sadly, can’t be said for much of the category.

Trust Retain Media for Industry-Leading Insights

As we have seen, the Australian caravan market is in constant flux, with established brands like Jayco maintaining their stronghold, while others like Highline Caravans experience dramatic shifts due to recent events.

The notable declines in search volumes for various RV categories over the past year reflect broader economic pressures, yet the resilience of certain segments, such as small caravans and hybrid campers, underscores the nuanced nature of consumer preferences. The fluctuations in search share among imported and Australian-made brands further illustrate the complexities of consumer behaviour during times of economic uncertainty.

As we continue to monitor these trends, our goal remains to provide you with the most relevant and actionable insights. Understanding these patterns is crucial for stakeholders in the RV market to navigate the challenges and opportunities ahead.

For more in-depth analysis of the Australian automotive industry, including our latest Motorcycle Market Brand Consideration Report, be sure to explore our other market reports. Download the full Q2 2024 Caravan Market Brand Consideration Report below to delve deeper into the data and gain a clearer picture of where your brand stands among Australian searches.

Motorbike Market Market reports

FCAI 2024 Mid-Year Sales Summary

Post author By adamnutter
Post date July 11, 2024

The Federal Chamber of Automotive Industries (FCAI) has released its mid-year sales data for the motorcycle sector, covering January to June 2024. The report indicates a downturn in the market, with overall sales of motorcycles and Off Highway Vehicles (OHV) reaching 42,541 units, a 5.6 percent decline compared to the same period last year.

Segment-Wise Sales Analysis

The sales distribution across different motorcycle segments highlights varying levels of market contraction:

Road Motorcycles: These comprised 39.0 percent of total sales, with 16,568 units sold. This segment saw a 5.0 percent decrease from the previous year, reflecting the broader market trend.
Off Highway Vehicles (OHV): Making up 16.8 percent of total sales, OHVs sold 7,155 units, marking a significant 12.2 percent decrease, the largest drop among all segments.
Off Road Bikes (ORB): ORBs accounted for 38.2 percent of total sales, with 16,248 units. The decrease here was relatively modest at 3.8 percent.
Scooters: Although they only represented 6.0 percent of the market with 2,570 units sold, scooters showed the smallest decline at 1.8 percent. This suggests a degree of resilience in this segment, possibly due to their affordability and utility in urban settings.

Industry Leaders and Market Trends

Yamaha continues to lead the market as the top-selling brand, followed by competitors such as Honda, Kawasaki, and KTM. The positioning of these major brands underscores their continued influence in a contracting market.

Economic Factors at Play

Tony Weber, Chief Executive of the FCAI, commented on the challenges facing the motorcycle industry. “The results highlight the economic pressures impacting Australian households, including cost of living increases and interest rate rises,” said Mr. Weber. He noted that the economic conditions are closely monitored due to their potential impact on sales across all market segments.

Weber further elaborated on the consumer behaviour observed, particularly pointing out the decline in scooter sales, which had previously shown steady performance. “The slight decline in scooter sales, despite their typically steady performance in recent months, suggests that consumers are feeling the pinch more acutely this year,” he explained.

Looking Ahead

The motorcycle industry is navigating through a challenging economic landscape marked by decreased consumer spending power and increased financial pressures. As the year progresses, the FCAI will continue to analyze market trends and anticipate potential shifts that could affect the various segments differently.

This mid-year report sets a cautious tone for the remainder of 2024, as stakeholders across the industry brace for potential further disruptions while hoping for stabilisation in economic conditions that could revive consumer interest and spending in the motorcycle sector.

Trust Retain Media for Industry-Leading Insights

We will see whether the industry’s fortunes have changed when we return next quarter with the FCAI’s latest update. In the meantime, be sure to read our other market reports, including our latest Motorcycle Market Brand Consideration Report, to learn more about the state of the Australian automotive industry at the mid-year mark.

Best practice

How to Spot and Protect Your Business from Digital Ad Fraud

Post author By adamnutter
Post date July 10, 2024

Digital fraud is a growing problem throughout Australia and across the world, and the caravan industry is not immune. Back in May, we presented at the Caravan Industry Association of Australia’s National Conference on digital fraud and how businesses in the industry can protect themselves.

From fake dealer sites to fraud in the Google display network, brand impersonation, and Facebook account hacks, in this article, we’ll guide you through the many approaches scammers are using to get away with fraud, and offer some advice to help prevent you and your business from falling victim.

Spotting Fraud Dealers

Over the last decade, fraud dealers have developed into a major problem in the industry. These dealerships pop up online with a fake website and fake listings to swindle a few deposits, before shutting up shop, only to repeat the process a few months later. Below are just a few of the fake dealer sites we have found in the last two years.

Common Traits of Fraud Dealers

Although their websites may appear legitimate, there are a few common tactics that fraudulent dealers employ that you can keep an eye out for.

Targeting Prestige Brands

Fraud dealers will almost always target prestige brands and big names like Jayco, as these are the brands that get the most searches online, and which potential buyers are always looking to make a deal on. In the photo above, the Jayco brand name is called out several times on the home page of the website, with all of the featured models also being Jaycos.

Same Content, Different Name

Fraud dealers look for the path of least resistance, and reused content is one of the dead giveaways that you’re dealing with a fraud site. The photo above looks identical to the first one we showed, with the exception of the business name (Cracking Campers instead of AR Campers and Caravans) and a few featured models. These sites were likely run by the same scammer at different points in time, although occasionally fraud sites will overlap – so if you ever see the same design or content used across two sites, steer well clear of them both.

Stolen Photos

Another favourite trick of fraud dealers is to steal photos from legitimate dealers, private listings, or photos that owners have shared online. Sometimes it is obvious, such as in the example above, where two of the listings clearly show Jayco dealership signage in the background, despite the site purporting to be its own dealership.

Even when the fraudsters have taken care not to include any such dead giveaways, it is clear when you’re looking at stock on a fraud site that all the photos have been taken in different locations, and usually with no consistency of presentation. Compare this to a legitimate dealership, which will usually have one spot on the yard that they use to photograph all their stock, as well as a consistent style and number of photos presented with each listing.

Contact Details in Multiple States

Something we have noticed while keeping tabs on fraud dealers over the years is that they will often have multiple addresses listed on their contact page, and usually in different states. This is done to aid in another aspect of the scam, whereby the fraudulent dealer will take an enquiry and then claim that the caravan in question is in another state – but don’t worry, they can arrange delivery!

Luckily, it only takes about five seconds to verify a false address on Google Maps, which is why we can say with confidence that Cracking Campers probably isn’t based in Derby, given that one of its listed addresses is currently home to an air conditioning business.

The Impact of Fraud Dealers on the Caravan Industry

As the caravan industry continues to grow, so does the number of fraud dealers, and their impact on the industry is multi-faceted. Firstly, every deposit stolen by a fraud dealer is also a sale that is stolen from a real dealer, and potentially a customer lost to the industry as a whole.

Additionally, because fraud dealers tend to advertise heavily on Google, their competition drives up the cost of advertising for real businesses, making it more difficult and more expensive for them to find customers.

How to Find Fraud Dealers

It’s better to be proactive than reactive, and now that you know what to look for, we’re going to show you how to go out there and find fraud dealers instead of waiting for them to find you.

Search for Popular Sales Terms

Fraud dealers tend to target broad, high-volume search terms in order to cast the widest net for their scam. These terms include things like:

Caravan for sale
Cheap caravan for sale
Caravan for sale NSW
Caravans near me
Motorhomes for sale

We always start our search with terms like this and then work our way down the results, taking a closer look at any new names we aren’t familiar with. Although this is a good place to start, it does take time to go through the results, as the first few pages will largely be dominated by legitimate companies targeting these search terms.

But if you’re looking for another way..

Use Google's Auction Insights

Auction insights reports let you see which other businesses you are competing with in Google Ads. The purpose of auction insights is to identify which ad groups, keywords and campaigns are working for you, and where you might be able to improve, allowing you to act more strategically when it comes to your ads.

However, auction insights are also incredibly useful for finding fraud sites, as these businesses tend to advertise heavily on Google and target broad keywords, as we have already mentioned. In the image above, this client’s auction insights show significant advertising competition from legitimate, well-known businesses, as we might expect. Yet there is also significant competition and advertising overlap from a number of fraud sites, which you can see highlighted in yellow.

If your business is running Google Ads, you can access auction insights in your report by clicking through the highlighted sections in the picture below.

You can then turn this into an automated report in Google’s Looker Studio, which will give you a regular update and visualisation of your competitor activity, both fraudulent and legitimate alike.

What is Being Done About Fraud Dealers?

As we’ve seen, fraudulent dealers are a disaster for customers and businesses alike, which is why it’s so important that we all remain vigilant in order to stamp them out as quickly as possible. With that said, steps are being taken to try and minimise their impact.

Perhaps the most important of these is that Google has started rolling out advertiser verification, which requires all advertisers to undergo a verification process in order to continue using the platform. Although this process is ongoing and likely to be slow, at the very least it will help lower the cost of advertising for genuine businesses, as they will no longer be competing with fraudulent advertisers.

What Can You Do in the Meantime?

While fraud will remain an issue wherever there is money to be made, we can all do our part to disrupt fraudsters by learning the telltale signs of a fraud dealer and reporting them as soon as they emerge. The ACCC is currently keeping a close eye on fraud in the caravan industry, and any suspected fraudulent sites should be reported through Scamwatch, and also reported to the CIAA.

Fraud in the Google Display Network

So far, we’ve talked about how fraudulent dealers drive up the cost of advertising on Google by competing with legitimate businesses, but there is a whole other kind of fraud that takes place in the world of Google Ads.

Made for advertising (MFA) sites are one of the banes of the Google Display Network, and while they aren’t stealing deposits and souring buyers on the industry like fraud dealers are, they are responsible for billions of dollars of wasted ad spend every year. We have written a full guide on the impact of MFA sites, how to spot them, and how to avoid them, which we recommend reading, but for now, we’ll give you a quick overview of they work.

What is an MFA Site?

Google’s Display Network is one of its primary ad networks (along with Search, Video, and Shopping) and is made up of approximately 35 million websites, reaching over 90% of internet users worldwide. The image above shows a display ad on the CNN website.

As the name suggests, an MFA site is one that is set up for the sole purpose of running ads. These sites are often low-quality, use recycled or stolen content, and spam high numbers of ads or use clickbait tactics to drive engagement. The result is that you end up paying for ads that have little chance of converting, and end up languishing on sites that will never deliver an ROI – we’ve even seen cases where up to 70% of a client’s ads were running on MFA sites.

How to Find MFA Sites

Luckily, identifying MFA sites is fairly straightforward. Here’s how you do it.

Go into your Google Ads dashboard, and scroll down to the Content section, highlighted in the image above.
Click the section titled Where ads showed and filter for a click-through rate (CTR) of less than 1%.
Search through the list of websites and apps for any that look low-quality, or have tell-tale signs of being an MFA site. Common names and domains that frequently appear on MFA sites include words such as: games, toy, play, meditation, baby, child, children etc.

Masking and Apps

Many MFA sites will attempt to hide in plain sight through what we call masking – in other words, trying to appear as legitimate. The second site in the list below appears to be Buzz Feed at first glance, when in fact it is an MFA site.

With that said, it is important not to become overly focused on looking for sites, as a significant portion of ad fraud occurs on apps. Take the example below: 60% of this client’s budget was in app advertising, with decent sums going to MFA apps with abysmal click-through rates.

How to Protect Yourself Against MFA Sites

There are a number of ways to protect yourself and your ad budget against MFA sites. Here are some of our favourites.

Whitelisting

A whitelist is a list of approved sites that gives you more control over where your ads appear. By curating a list of reputable, high-quality sites, you can avoid pouring your ad budget down the drain that is MFA sites. Here’s how you develop a whitelist.

Research and Identify: Compile a list of sites that align with your brand’s values and have a track record of delivering quality content and engagement.
Use Google Ads Tools: Utilise the targeting options in Google Ads to specify where your ads should be displayed.
Regular Review and Update: The digital landscape is ever-changing. Regularly review and update your whitelists to include new reputable sites and remove those that no longer meet your standards.

Exclusions

Just as you can whitelist reputable sites, you can also exclude those sites and apps that you don’t want your ads to appear on. The photo above shows you how to access exclusions in the Google Ads dashboard.

Facebook Ad Fraud

Facebook isn’t immune from fraud either unfortunately, and it is estimated that $81 billion was lost to social media ad fraud worldwide in 2022, with that number expected to exceed $100 billion in 2024. Facebook ad fraud is a serious and expensive business – we know that better than anyone, because it happened to us.

The photo above is a notification we received last year of a suspicious login on our account. Within minutes, the hackers had removed our login credentials from the account, and proceeded to set up ad campaigns with budgets of $50,000 a day.

Luckily, one of our ads managers spotted the fraudulent campaigns shortly after they were created and with some quick action, we were able to get the campaigns disabled within just 59 minutes of the ads going live. All up, those 59 minutes cost us $1500.

But that’s just one example, and we were one of the lucky ones. Throughout Australia and across the world, social media ad fraud is on the rise, with small businesses overwhelmingly becoming the targets. In Australia, there has been a 120% increase in ad fraud targeting small businesses since July 2022, while some states in the US have experienced an 700% increase in social media fraud in recent years.

For most of those businesses, resolution doesn’t come as swiftly as it did for us. Back in April, the ABC reported a story about a gym owner in Melbourne who had been locked out of her Facebook account for 9 months following a hack much like the one we experienced. While she was able to recover the lost ad spend with help from the bank, the owner estimated that the drawn out account recovery and loss of access to her main advertising platform had cost her business tens of thousands of dollars.

What to Watch Out for on Facebook

Not every scam will involve a hacker trying to gain access to your account however. Facebook fraud can come in many different forms, but all share one aim: to seperate you from your money.

Brand Impersonation

Brand impersonation is when a scammer creates a fake page of a well-known brand in an attempt to fool consumers. These pages will create posts or run ads with the aim of luring users off-platform with enticing offers, and can be identified by having one or more of the following.

Page is a variation of the brand name, e.g. ‘Woolworths Store’
Poor or inconsistent spelling and grammar
Page is normally new and has little posting history.
Unrealistic hooks i.e. free products, 99% off.
Poorly photoshopped photos.

Counterfeit Products

Counterfeit products are one of the oldest scams in the business, and one that scammers tend to put low effort into. Although it can sometimes be hard to tell the difference between an ad for a counterfeit product and poor quality creative from a genuine brand, there are a few giveaways:

The page is promoting premium or well-known products
Page name doesn’t match the product advertised
Page name is a basic variation of a brand name e.g. ‘Gucci for less’
Page may be new or has no organic history
Unrealistic hook or offer e.g. 90% off, lowest prices seen etc.

Phishing Scams

Phishing scams are employed by scammers to obtain money or personal information that can be used to compromise your bank account. Everyone knows the classic Nigerian Prince Scam, but phishing attacks now are increasingly sophisticated, with scammers appearing under the guise of a real company or service, such as the example above, where the scammers are posing as Meta Business Support.

One constant of all phishing attacks is that the scammer will try and send you off-platform with an external link. In order to do so, they will usually create a sense of urgency by threatening things like account deactivation or fines to get victims to click the links. Below are some of the key signs of a phishing attack, and steps you can take if you are suspicious about a request you have received.

Incorrect profile name and image
Check if the profile exists i.e. not a deleted user
Poor/inconsistent spelling and grammar
Asking for an urgent action to be taken via an external link
A request for payment

How You Can Protect Yourself Against Facebook Fraud

Although Facebook hacks and ad fraud may be increasing, there are several proven steps you can take to protect yourself and your business.

Enable Security Features

Most platforms have two-factor authentication. If this isn’t already enabled, do so. Facebook also has additional features in the security centre, including ‘trusted domain emails’.

Listen to Social Chatter

Invest time into social listening. Is there an unexpected spike in brand mentions? It might be nothing, but it’s better to be safe than to find out you have been a victim of ad fraud.

Be Proactive

Don’t bury your head in the sand. If you do become a victim of ad fraud, address it and be transparent. Your customers are more understanding than you think.

Trust Retain Media for the Latest Digital Insights

Fraud is a growing issue for consumers and businesses of all shapes and sizes, but you don’t need to let the threat of it derail your chances of finding success online. At Retain Media, we are ever alert to the dangers of fraud, and have helped dozens of customers safeguard against fraud and get more out of their ad campaigns.

If you’re struggling to make an impact with your ads, it might be time to talk. Contact us today to arrange a free, no-obligation consultation, and start making the most of your ad budget.

Market reports Truck Market

TIC T-Mark Q2 2024: Adjusting to Market Realities Amid Economic Challenges

Post author By adamnutter
Post date July 4, 2024

The Truck Industry Council’s (TIC) T-Mark report for the second quarter of 2024 provides an in-depth analysis of the Australian heavy vehicle market’s current state, showcasing the industry’s ability to adapt amidst economic headwinds. As we explore the details of the Q2 2024 results, the unfolding story is one of resilience and sector-specific adjustments, marking a period of recalibration rather than record-breaking growth.

Navigating Through Economic Fluctuations

The second quarter of 2024 saw the Australian truck and heavy van market facing new challenges. While total sales in June reached 5,160 units, marking a 14.8% decline from the previous year, these numbers still represent the second-best June on record. This blend of decline and historical strength highlights an industry grappling with inflationary pressures yet managing to hold onto significant gains.

Segment Analysis: Diverse Fortunes Amidst Market Dynamics

Heavy Duty Persistence

Heavy Duty trucks, while experiencing a 20.8% decrease in June, maintained a strong quarter overall with 4,981 sales, only slightly trailing the record Q2 2023 by 136 units. Even so, the segment registered minor growth through the first half of 2024 when compared to the same period last year, recording 8,769 sales against 8,723 to the end of June 2023. This performance underscores the Heavy Duty segment’s crucial role in sustaining the market’s backbone during turbulent times.

Medium Duty Steadiness

The Medium Duty segment echoed this resilience with 2,296 units sold in Q2, though down 3.2% from the previous year. Despite a decrease in June, year-to-date figures reveal a 1.7% sales increase, showcasing an enduring demand for versatile vehicles capable of meeting various industry needs.

Light Duty Concerns

Contrastingly, the Light Duty segment witnessed the most substantial dip, with a 25.8% decline in June and a significant 19.2% drop year-to-date. This stark downturn signals a shift in market dynamics or consumer preferences that could reshape future strategies within this category.

Van Segment’s Remarkable Rise

Defying broader market trends, the Light Duty Van segment surged, setting a new Q2 record with a 36.1% increase over the same period in 2023, and a staggering 46.1% rise in June year-to-year. This performance not only highlights the segment’s robust demand but also its growing importance as a versatile solution for urban and regional deliveries.

Insights and Industry Reflections

Reflecting on the first half of 2024, TIC CEO Tony McMullan acknowledges the mixed results, highlighting the economic slowdown’s impact while noting the potential for these figures to represent either a temporary dip or the beginning of a broader trend. His cautious yet hopeful outlook underlines the sector’s readiness to adapt and possibly rebound in the coming months.

Looking Forward: Anticipating Market Recovery

While Q2 2024 presented a series of challenges, the nuanced performances across different segments illustrate the complexities of the heavy vehicle market. The Light Duty segment, in particular, requires strategic focus to overcome its current hurdles, which appear to be more than temporary. Additionally, the ongoing need for modernising Australia’s ageing truck fleet remains a pivotal industry goal, demanding continued collaboration among manufacturers, government, and stakeholders.

Trust Retain Media for Industry-Leading Insights

The TIC T-Mark report for Q2 2024 paints a realistic picture of the heavy vehicle market in Australia, balancing between historical successes and present-day challenges. With the industry at a potential turning point, the remainder of the year will be critical in determining how well the market can leverage its inherent strengths to overcome current economic pressures and recalibrate for future growth.

We will continue to monitor the developments in the trucking industry and will report back with next quarter’s results. Until then, explore our other market reports for detailed insights into Australia’s automotive industry.