27 April, 2022
Posted by: Jorge Platero
Category: Faconauto News
Currently, this ad system is available in the US Google has announced that it will reach more countries soon.
The rise of the digital channel and the constant technological innovations are pushing the dealership towards the online world. One of the most anticipated news in recent months is the arrival of Google Vehicle Ads (GVA), a new search engine ad format that shows users cars for sale near them. But how could this new functionality change dealers’ digital strategies?
James Tew, CEO of iVendi; digitization experts; explains that the development of Google Vehicle Ads could radically change the online journey that car buyers take. “This functionality has already launched in the US and it seems to be having a big effect on customer and dealer behavior. What they do is very simple: buyers who search for a vehicle on Google are shown a selection of local stock that meets their needs.”
From iVendi they point out that for this functionality to be possible, dealers simply need to upload their list of vehicles to Google. They will only be charged a pay-per-click (PPC) rate similar to what they pay on other platforms. “GVAs mean that online travel becomes more direct and streamlined. The customer goes directly from the search engine to the retailer’s website without any intermediary”.
The changes ahead
In this context, the most important change is that the dealer must ensure that the web page the customer lands on provides all the information they need about the vehicle. Therefore, there will be a transformation of the purchase route and of the information that is included in the current websites of the distributors.
“The new online experiences offered by the dealer must cover everything from reservations to financing to vehicle trade-ins. Most important of all, potential buyers can move between digital channels and the showroom at will.
More benefits of Vehicle Ads
These ads will make it easier for advertisers to drive vehicle sales by optimizing for their goals: macro conversions (lead forms or phone calls) and micro conversions (dealership visits).
They will also allow car advertisers to get in front of online car buyers, with the right inventory and information to help them in their buying process.
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