The new format utilizes the data feeds from vehicles in Google Merchant Center to match users’ search queries to advertisements.
Google will start rolling out ads for vehicles across the majority of U.S. advertisers beginning this month, Google announced on Friday.
An example of vehicle advertisements appearing in the Google search results.
An example of advertising for vehicles can be seen in Google result pages. Image: Google.
The ads for vehicles will be made available to advertisers across additional countries at an undetermined “later date,” Google stated in its announcement.
What are the functions of vehicle ads? The purpose of vehicle ads is for auto owners to showcase their entire fleet of vehicles to prospective customers through Google.com. The format comprises the image of the vehicle made, model cost miles, as well as the name of the advertiser (shown in the image above).
Google matches users to advertisements for vehicles using the information in the inventory of vehicles owned by the advertiser’s data feed (more on this below).
When a person clicks an advertisement for a vehicle and is taken to the description of the vehicle on the site of the advertiser. They can find out more about the vehicle and complete the lead form. Advertisers can choose which actions to be measured, for example, visits to stores or leads as well as assigning them a price.
Advertisers should not use advertisements on vehicles to advertise vehicle parts or accessories, tires, or other products.
How to start. To be able to use ads on vehicles advertisers need to set up an inventory data feed for vehicles and then connect it to Google Merchant Center. The feed provides information about models, brands prices, mileage, and condition.
Because this process is handled by Google Merchant Center, advertisers can monitor metrics such as clicks in a certain time frame.
Prices for cars have been rising because of shortages of supplies resulting from the pandemic and the increase in demand from consumers. In the last year, 16% of the new car buyers bought their vehicle online, which is up from 1% just three years earlier as per Google.
The use of vehicle ads could allow advertisers to gain exposure to highly-intentional viewers. “Advertisers who complimented their existing Search campaigns with the vehicle ads beta saw a +25% average increase in conversions,” Google announced in its announcement.
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Google’s not the only site that has ads for vehicles. Advertisers in this space might also take a look at Microsoft’s Automotive Ads, which also make use of databases to connect ads with the users’ search queries and display similar data.
