Google’s Vehicle Listing Ads (VLAs) are a new advertising feature that allows car dealerships to showcase their inventory directly within Google search results. When someone searches for a specific make and model of car or even just a general term like “used cars for sale,” they will see a carousel of ads at the top of the search results page featuring cars available at nearby dealerships.
Benefits of Using Vehicle Listing Ads
One of the key benefits of using Vehicle Listing Ads is allowing car dealerships to showcase multiple cars in a single ad rather than just one car at a time. Potential buyers can quickly and easily browse through a variety of vehicles, increasing the chances of making a sale. Additionally, these ads include essential information about each car, such as its make, model, year, and price. These details help make the decision-making process easier for potential buyers.
Another advantage of Vehicle Listing Ads is they help to drive qualified traffic to a dealership’s website. These ads are shown exclusively to people actively searching for cars and can help increase the chances of making a sale and improve the overall conversion rate of a dealership’s website.
How to Create a Vehicle Listing Ad
Car dealerships must have their inventory listed on Google’s platform to create a Vehicle Listing Ad.
By uploading a feed of inventory data or using Google’s APIs, automatically sync inventory data with Google’s platform. Once the inventory is listed, dealerships can create and manage their ads through Google Ads, the company’s advertising platform.
What to Consider When Creating a Vehicle Listing Ad
Design
One of the key things to consider when creating a Vehicle Listing Ad is the design of the ad itself. The ad should:
- Be visually appealing
- Include high-quality images of the featured cars
- Have all relevant information available about the cars, including make, model, year, and price, clearly and concisely.
Target Market
It’s also necessary to consider the targeting of the ad. Using Google’s extensive data on its users, car dealerships can target their ads to people most likely interested in their cars.
For example, if a dealership specializes in luxury cars, VLAs can target ads to people who have previously searched for luxury cars or display an interest in high-end brands. This ensures ads are being shown to the right people and can help to increase the chances of making a sale.
Ad Copy & Messaging
The ad copy is the strategically and creatively crafted text that appears in the ad to grab the attention of potential buyers and convince them to click on the ad.
VLA ad copy should have the following qualities:
- Clear and concise
- Highlight the key features and benefits of the featured cars in the ad
- Incorporate a call to action, such as “click here to learn more” or “visit our website to see more cars,” to encourage people to take the next step and visit the dealership’s website
Tracking Performance
It is important to track Vehicle Listing Ads performance and make adjustments as needed. Google Ads includes a range of tools and metrics that can help follow the performance of an ad: such as the number of impressions, clicks, and conversions it receives.
By analyzing this data, car dealerships can identify which ads are performing well and which ads need adjustments to improve their performance.
Learn More About Vehicle Listing Ads with PCG Digital
Google’s Vehicle Listing Ads offer a valuable new advertising opportunity for car dealerships. By allowing dealerships to showcase their inventory directly within search results, these ads can help to drive qualified traffic to a dealership’s website and also help to increase the chances of making a sale.
By carefully designing and targeting their ads and using the tools and metrics provided by Google Ads, car dealerships can maximize the effectiveness of their Vehicle Listing Ads and increase their chances of success. To learn more about Google’s Vehicle Listing Ads or to get started with them today, please contact our Paid Search experts at PCG Digital!
