Google Vehicle ads is a new, performance-focused ad format designed specifically for the automotive industry. These ads allow auto advertisers to promote their entire inventory of vehicles to interested customers shopping for cars across all Google platforms such as search, display and youtube.
Vehicle ads support both new and used vehicle inventory from dealers, retailer stock, aggregators, or original equipment manufacturers (OEMs). Vehicle ads from private sellers, individuals, or auto brokers aren’t permitted.
After a successful roll out in the US, Canada and Australia, Google Vehicle ads will become available to all advertisers in the UK starting October 2024 according to a recent announcement made by Google. Google is also rolling out this ad format in Denmark, France and Germany and soon expecting to launch in India. This marks a major development for the UK automotive industry as this new ad format offers new opportunities for car dealers to reach new customers.
For early adopters this promises to be an exciting new opportunity to win market share.
The vehicle ads include an image of the vehicle, key information like make, model, price, mileage and advertiser name, as well as a call to action. Clicking on a vehicle ad takes the customer to the Vehicle Description Page (VDP) on the advertiser’s website. The vehicle ads are designed to capture the attention of users actively searching for cars, making them a highly effective tool for generating leads and driving sales.
Note: Vehicle parts, accessories, tires, and services aren’t supported with vehicle ads.
How Google Vehicle Ads Work?
In order to run vehicle ads, you need to follow these steps.
- Prepare a vehicle data feed with detailed information about your inventory including make, model, price, mileage, colour etc. You will need to have a page on your website for each vehicle that you want to add into the feed as the feed requires a URL for each car.
- Upload the data feed to Google Merchant Center.
- Link your Google Ads account to Google Merchant Center and your Google Business Profile.
- Create Performance Max campaigns.
The Vehicle ads work in the same way as other Performance Max ads where you add relevant assets to the asset groups with targeting signals. Google uses this data to show your ads to targeted customers across various platforms.
Key Benefits of Google Vehicle Ads
Targeted Reach: Google’s advanced targeting options allow you to reach specific demographics, interests, and locations, ensuring your ads are shown to the most relevant audience.
Enhanced User Experience: Vehicle Ads provide a visually appealing and informative way for users to explore your inventory, making it easier for them to find the perfect vehicle.
Improved Performance: In the US, 79% of new car buyers used a search engine to inform and influence a recent vehicle purchase. So people are already using search engines when they are in the process of buying a car. Showcasing your vehicles with key information and visuals before they click help generate more qualified leads and increase conversions.
Impact on the UK Auto Market
Google Vehicle Ads is expected to have several implications for the UK auto industry.
- Targeted leads: By targeting specific demographics, interests, and locations, auto dealers can generate high-quality leads from potential customers who are genuinely interested in purchasing a car.
- Enhanced digital presence: Auto dealers can showcase their inventory more effectively online. The detailed information included in Vehicle Ads helps customers make informed decisions about their purchases.
- Competitive edge: Early adopters may gain a competitive advantage by incorporating this new ad format in their digital strategy.
- Shift in marketing strategies: If there are auto dealers who were ignoring or giving less importance to digital marketing then they may need to adjust their digital marketing approaches to incorporate this new format.
Important Requirements
- Google Vehicle Ads are only available for established auto dealers with dealership licence. This means auto brokers, private sellers and individuals can’t advertise vehicles through Google Vehicle Ads.
- Only non-commercial passenger vehicles, such as cars and pickup trucks, are eligible for this ad format. Examples of not-allowed vehicle types are recreational vehicles, commercial vehicles, farm vehicles, buses, 2-wheelers, trains, boats, airplanes, or outdoor utility vehicles.
- Vehicle ads support both new and used vehicle inventory from dealer, retailer stock, aggregators, or original equipment manufacturers (OEMs). Aggregators and OEMs may only upload vehicles from dealerships with valid licenses.
- Google Vehicle Ads cannot be used to promote vehicle parts, accessories, tires, or services.
- Only vehicles available for sale or lease are eligible. Vehicles available for subscription aren’t eligible.
By leveraging the power of Google Vehicle Ads, you can effectively reach your target audience and drive more sales for your dealership.
Get in touch with us if you want to be one of the first to take advantage of this new opportunity.
