Google vehicle listing ads (VLAs) are a performance-focused, lower funnel ad format that lets auto advertisers promote their entire inventory of vehicles to car shoppers on search. This ad format helps to enrich the research stage of car shopping and provides auto advertisers with more qualified leads for their dealerships.
How VLAs Work
In the automotive world, every industry is trying to stay up to date with consumers’ rising expectations to shop for a new car online. This is a new opportunity for auto advertisers to connect with consumers at the right point in their research and purchase cycle, providing an easy way to surface your inventory to millions of potential customers on Google.
How to Get Started with Vehicle Listing Ads
To get started, you’ll need a verified dealer account in Merchant Center, a vehicle data feed, and a Google Partner Dash. If you aren’t sure how to do all of this, contact a team member at TMG who can help.
Optimize the feed – The feed must include as many attributes as possible. These can be used to target shoppers by location and interest.
Ensure the inventory is up-to-date – Keep your website updated with the latest models and trims, and upload only available cars to the inventory feed. Also, check to see if the feed has any disapproved statuses that may prevent vehicles from showing up in search.
This is a complex process, and it can take time to set up, submit, and optimize your vehicle feed to achieve best results. This is why it’s important to work with an experienced partner who has experience working with this ad type in the beta phase.