.svg)
.svg)
As auto buyers continue adopting an online-first approach to researching and comparing vehicles, they're also opening up to online purchases.
87% des acheteurs potentiels de véhicules utilisent des outils en ligne pour leurs recherches - Indice EY des consommateurs de mobilité
Google recognises these upcoming changes and facilitates online auto purchases with Vehicle ads, one of the most recent additions to its campaign types.
What are Google Vehicle ads?
Vehicle ads let you promote your online and local inventory to in-market buyers on Google.
The ads show key information such as the vehicle image, make, model, price, business name, offers and more. You can use them for both new and used cars.
Dealerships of Ford, Dodge, Mercedes-Benz
Vehicle ads appear in a carousel format, making it easier for users to see multiple listings relevant to their search.
Typically, they're focused on reaching leads at the consideration and decision stages of their buyer journey. Google uses AI to reach the right audience at the right time and capture high-intent leads looking to make a purchase soon.
Why use Google Vehicle ads
Vehicle ads complement Google's other campaigns like Search ads. Advertisers who used Vehicle ads in conjunction with Search campaigns saw a 25% average increase in conversions (during beta testing).
Since you can create Vehicle ads using Performance Max, you will also see positive implications there.
You get greater visibility across Google's network–including YouTube, Gmail, Display, Discover feed and more. With better reach, you also have access to more placements and higher chances of conversion.
Automated targeting lets you show the most relevant vehicle listings for each search query.
It also makes Vehicle ads efficient.
Plus, you get access to insights on audience signals, product listing groups, new customer acquisition and product diagnosis through Vehicle ads.
How do Google Vehicle ads work
Here's a quick rundown of how Vehicle ads work on Google:
- To run Vehicle ads, you need to use the Performance Max campaign.
- Upload your vehicle or inventory data to Google's Merchant Center with relevant information on the make, model, price, manufacturing year, mileage (if a used vehicle), colour and other details.
- Based on your data, Google tests different variations and combinations for each Vehicle ad to create and run high-performing ads across its formats and network.
- Google uses the information you provide to match in-market buyers with the vehicles most relevant to their search.
- Once the user clicks on your ad, you can direct them to the specific vehicle page on your website or landing page.
- Your landing page shows the vehicle's details for the location nearest to the user. Google uses the store code from your data feed to identify the most relevant location.
- To move forward with the purchase, buyers can take actions on your landing page–contact a dealer, book a test drive, share contact details, get a callback and more.
How to create Vehicle ads on Google
To run Vehicle ads, you must meet the platform's requirements and have the right data.
Here's a step-by-step guide to help you understand better:
- Exigences
Start by verifying and claiming your business or dealership's website online.
Next, set up a Google Merchant Center (if you don't have one yet).
Link your Google Ads account and Business profile to the Merchant Center.
Send a request to Google to enable the Vehicle ads program. Once your request is approved, go to the Google Merchant Center dashboard and click Growth → Manage Programs → Get started.
Add your business details and finish the setup.
- Implementation setup
Add your stores with physical addresses and store codes for each.
Once this is done, upload your vehicle data to Google Merchant Center.
Do note that you can run vehicle ads on Google only for the following:
- Non-commercial/passenger vehicles (like cars and pickup trucks).
- Vehicle offers. Ads for spare parts, accessories or similar aren't allowed.
Ensure your website meets Google's requirements before moving to the next step. For the implementation setup, refer to more information here.
- Créer une campagne
On your Google Ads dashboard, click on
Campaigns and +New Campaign.
Set the campaign objective. You can choose from Performance Max objectives of Sales, Leads, Website traffic or Create a campaign without a goal's guidance.
Next, choose the conversion goal. It could be Purchases, Contacts, Qualified leads, Shop visits, and Submit lead forms. You can remove a goal that's not relevant to your campaign.
Under Campaign type, select Performance Max.
- Choose vehicle feed
In the Use a feed section, you can select the most relevant vehicle feed for your campaign.
- Set bid and budget
Under Bidding, select Maximise conversions value or Maximise conversions based on your campaign objective.
Google recommends using Omnichannel bidding, wherein you can include shop conversions to optimise online and offline actions.
In the Budget section, enter your daily or custom budget.
- Build the campaign
Enter the Locations you want to target. Vehicle ads can automatically target locations around your specified store code(s).
You can also refine location targeting by adding a location and choosing to Target or Exclude it.
Set the Languages based on your campaign audience and region.
Click on Final URL expansion. Google uses AI to select the best landing page to drive the best ad performance. You can also exclude specific URLs from here.
- Create asset group
Assets in a group share a common theme or target audience. You could create multiple asset groups for each Vehicle ad campaign.
Add the image assets. You can scan your website, upload your files or choose from the library.
Enter your headlines and descriptions.
Hot tip: Add as many image assets and sizes, headlines and descriptions as possible until the ad strength rating is 'Excellent'.
Replace the assets highlighted as 'Low'.
After you've uploaded the assets, Google automatically arranges them into relevant ad formats and suitable creatives for each user.
Learn more about building an asset group here.
Add Audience signals to help Google optimise your Vehicle ads.
Under Listing groups, choose the vehicle(s) you want to target in the Vehicle ads campaign. Review and, if you're satisfied with the ad, hit Publish.
