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Google Launched it's Vehicle Ad's Back on March 11th to Everyone - but how has it Faired Since?
Using vehicle data feeds, Google Merchant Center is matching users with ads...But has it chalked up to what was touted?
Since Announcing the rollout of this service, we've heard from many of the agencies and dealers in our partner network, that there are still issues getting started, due to the lengthy and extensive approval process. We'd like to hear from you as well! Let us know how your experience has been, whether for the better or for worse. Now, lets dive in and cover the how and what of Google Vehicle Ads.
An example of Google Vehicle Ads
How it works.
Vehicle ads on Google are meant to help auto dealers promote their full vehicle inventory to potential buyers.
These ads include a picture of the vehicle, as well as information about the manufacturer, model, price, mileage, and the advertiser's name.
When a Potential buyer finds a vehicle they like via google search results, they can click the ad which will lead them to the advertiser’s VDP (vehicle description page) where they can find further information on the vehicle. Auto Advertisers can also choose which metrics to track, allowing a more efficient and cost effective solution, with a lower funnel ad format.
Google will also use data to target relevant vehicle ads and nearby cars to potential customers, allowing car buyers to fill out lead forms on the advertisers site.
Getting Started.
Auto Advertisers looking to use Google Vehicle Ads are required to set up their vehicle inventory data feed with the Google Merchant Center.
This will allow the necessary information to populate to create the google vehicle ads. Once created, it’s off to the races.
Why You Should.
In a world where it’s hard to stand out in advertising, Google Vehicle Ads will allow for more precise targeting.
The proof? Let's hear from Google themselves.
“Advertisers who complemented their existing Search campaigns with vehicle ads saw a +25% average increase in conversions during beta testing”
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“More qualified leads: Showing customers key information and visuals about the car before they click, helps provide more qualified leads”
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“Omnichannel goals: Optimize for both online conversions (leads) and offline conversions (store visits)”
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“Automated targeting: Vehicle ads automatically show your most relevant listings for a related user query”
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“Increased exposure: Serve alongside your text ads on Google”
Need testimonials from a company that’s used it? Look no further;
“Our main goal is to drive customers to view our inventory. Vehicle ads allow us to get our inventory in front of customers with better efficiency. They also drove more store visits than other campaign types.”
Nathan Sato, Director of Digital Marketing
Ken Garff
Ken Garff Automotive Group
Lets Hear From You!
As mentioned at the opening of this article, we know that the road to getting started with Google's Vehicle Ads has been off to a rocky start. How have you or a company you know been affected by this? Are you still waiting for approval, or dredging through the setup process? We wanna know!
Sources & Citations:
Nguyen, G. and Nguyen, G., 2022. Google launches automated vehicle ads. [online] Search Engine Land. Available at: <https://searchengineland.com/google-launches-automated-vehicle-ads-382425> [Accessed 3 May 2022].
Shum, S., 2022. Get into gear with vehicle ads on Google. [online] Google. Available at: <https://blog.google/products/ads-commerce/introducing-vehicle-ads/amp/> [Accessed 3 May 2022].