In today’s digital era, the automotive industry is witnessing a profound shift in consumer behaviour, with a staggering 95% of car buying journeys commencing online. To thrive in this landscape, car dealerships must embrace innovative digital marketing strategies. Enter Google Vehicle Ads – a game-changer introduced at the National Automobile Dealers Association (NADA) Show in 2022. In this comprehensive guide, we delve into how car dealerships can leverage Google Vehicle Ads to skyrocket their sales and establish a dominant presence in the local market.

Unveiling Google Vehicle Ads

Google Vehicle Ads empower car dealerships to showcase their inventory prominently on Google’s Search Engine Results Page (SERP). These ads provide crucial details such as make, model, condition, mileage, price, and location, directing potential buyers to the dealership’s vehicle description page for seamless conversions. With Performance Max Campaigns, dealerships can extend their reach across various Google platforms, including Search, Display, YouTube, Gmail, and Discovery, ensuring maximum visibility and engagement.

Advantages of Google Vehicle Ads

Enhanced Lead Quality: By offering comprehensive vehicle information upfront, these ads attract highly qualified leads.
Omnichannel Marketing: Dealerships can seamlessly target online leads and drive in-store visits, fostering a cohesive customer experience.
Automated, Relevant Targeting: Google’s intelligent algorithms ensure that ads align with users’ specific search queries, enhancing relevance and engagement.
Increased Visibility: Vehicle Ads can appear alongside traditional paid search ads, doubling the dealership’s chances of capturing buyers’ attention.

Key Policies and Guidelines

Google has established strict rules to ensure the relevance and effectiveness of Vehicle Ads. From image specifications to eligible vehicles and purchase policies, adherence to these guidelines is crucial for success.

Getting Started with Google Vehicle Ads

Embarking on your journey with Google Vehicle Ads begins with setting up a Google Merchant Centre, Google Ads, and Google Business Profile for your dealership. Once the accounts are in place, express your interest in Vehicle Ads, submit your stock feeds, and link your accounts for seamless integration. With your accounts aligned and feeds approved, launch your first vehicle ad campaign and watch your inventory soar to prominence on Google.

The Importance of a Rich Stock Feed

A rich stock feed forms the backbone of successful Vehicle Ads. Providing detailed and accurate information is imperative for matching cars with relevant search queries. Mandatory attributes such as VIN, vehicle condition, brand, model, year, mileage, and price must be included, while additional details can further enhance ad effectiveness.

Maximising Outcomes with Google Vehicle Ads

To maximise the effectiveness of Vehicle Ads, focus on providing a rich stock feed, optimising your website for mobile and desktop, tracking high-value conversions, allocating an adequate budget, and continuously refining your feeds. By segmenting campaign structures and combining vehicle ads with traditional search ads, car dealerships can dominate the SERP and drive unparalleled sales growth.

Conclusion

In the digital age, the success of car dealerships hinges on their ability to adapt and innovate. Google Vehicle Ads offer a powerful platform for dealerships to elevate their online visibility, attract high-quality leads, and drive sales. By following the ultimate guide outlined above, car dealerships can position themselves at the forefront of the local market and pave the way for sustained growth and success.

It allows you to win more local visibility, both via earned and paid media exposure.

The Ultimate Guide to Google Vehicle Ads for Car Dealerships