Google’s reach in revolutionizing digital advertising extends further as it expands its Vehicle Listing Ads (VLA) to new markets across Europe. With the recent launch of VLA in the UK, Germany, and France, and plans for further expansion to Canada, automotive businesses now have access to a powerful tool to enhance lead generation. Initially introduced in beta in the U.S., Canada, and Australia, VLA’s expansion signifies Google’s commitment to catering to global markets’ diverse advertising needs. Moreover, Google plans to extend VLA to the Netherlands, Italy, and Spain by the end of the second quarter.
What Are Vehicle Listing Ads (VLA)?
Google’s Vehicle Listing Ads (VLA) offers a direct channel for auto advertisers to showcase their complete inventory to potential buyers that are actively searching on Google. This dynamic format not only presents essential details like images, make, model, price, mileage, and advertiser information but also integrates within search results.
How Can VLA Help the Auto Businesses
VLA serve as a powerful tool for auto businesses, facilitating direct connections with potential customers and streamlining the path to purchase. By providing necessary information upfront, VLA help businesses to connect with interested buyers to make higher-quality leads and to drive business growth for automotive advertisers. With this platform, audience can engage with the auto businesses prior to visiting the dealership which empowers auto businesses to capture leads effectively and nurture customer relationships from the initial point of interest, ultimately driving higher conversion rates and business growth.
How VLA Drive Customer Interaction
When a customer clicks on a VLA, they are directed to the detailed vehicle description page on the advertiser’s website. Here, prospective buyers have the opportunity to take various actions, such as contacting the dealer for inquiries, filling out lead forms for more information, scheduling test drives, or even initiating the purchase process online.
VLA’s Accessibility and Eligibility
Currently, VLA are exclusively available through the classic version of the Merchant Center. Although Google continues to innovate with platforms like Merchant Center Next, VLA have not yet been integrated into this newer platform. This means that auto advertisers seeking to leverage the benefits of VLA must utilize the classic version of the Merchant Center to create and manage their vehicle listings.
Eligibility for VLA cover both new and used vehicle inventory from dealers, retailers, aggregators, and original equipment manufacturers (OEMs). However, certain exclusions exist, such as private sellers, individuals, and auto brokers. Additionally, specific vehicle types, such as recreational and commercial vehicles, as well as farm vehicles, are not eligible for VLA support.
Getting Started With VLA
To begin utilizing VLA, you will need to upload your vehicle data feed to Merchant Center, which should include crucial details like make, model, price, mileage, color, and more. Google uses this information to match customer searches with the most relevant cars.
However, before diving into VLA, it is necessary to create Performance Max campaigns integrated with vehicle feeds on Google Ads. Moreover, you will need to link your Google Ads account to both a Merchant Center account and a Google Business Profile. Alternatively, if you don’t oversee the profiles for dealer locations, a shop feed can also be utilized.
Benefits of VLA
One significant advantage of VLA is the generation of more qualified leads. VLA enable advertisers to target individuals actively searching for vehicles online. Another advantage of VLA is that they support omnichannel goals by integrating with various touchpoints in the customer journey, from initial research online to eventual dealership visits. Furthermore, it also does automated targeting, where Google’s algorithms optimize ad placements to maximize reach and effectiveness, ultimately enhancing the overall performance of VLA campaigns.
Why We Care
If you are a business or marketer trying to sell vehicles in the UK, Germany or Frances, VLA present a valuable opportunity to connect with high-value consumers who are actively seeking vehicles. This targeted approach increases the likelihood of engaging with interested buyers and ultimately driving sales for your automotive business.
