Google has expanded its Vehicle Listing Ads (VLA) to new markets, allowing businesses and marketers in the UK, Denmark, and France to reach high-value consumers actively looking for vehicles. Previously only available in the US, Canada, and Australia, VLA will also be rolled out to the Netherlands, Italy, and Spain by the end of the second quarter of the year.
VLA enable auto advertisers to display their full inventory directly to consumers searching for vehicles on Google. This format provides key information such as images, make, model, price, mileage, and advertiser details within search results, making it easier for interested buyers to connect with sellers and generate qualified leads.
When a user clicks on a VLA, they are directed to the vehicle description page on the seller’s website. Here, they can take further actions such as contacting the dealer or filling out a lead form before visiting the dealership.
To start using VLA, sellers need to upload their vehicle data feed to the Merchant Center, which includes key details about the vehicles. This information is then used by Google to match customer searches with the most relevant cars. Additionally, sellers must create Performance Max campaigns with vehicle feeds on Google Ads and link their Google Ads account to a Merchant Center account and a Google Business Profile.
The benefits of using VLA include reaching more qualified leads, achieving omnichannel goals, and benefiting from automated targeting. According to Google, VLA helps sellers reach “vehicle shoppers online at the right moment, with the right listings and information to move them closer to a purchase.”
It’s important to note that VLA are currently only accessible through the classic version of the Merchant Center and have not yet been integrated into the Merchant Center Next platform. VLA support both new and used vehicle inventory from dealers, retailers, aggregators, or original equipment manufacturers (OEMs). However, there are some exclusions such as private sellers, individuals, auto brokers, and certain vehicle types like recreational and commercial vehicles.
The introduction of VLA in new markets provides an exciting opportunity for businesses and marketers in the automotive industry to expand their reach and connect with potential buyers. By utilizing VLA, sellers can increase their chances of generating high-quality leads and ultimately increase sales. As VLA continues to roll out to additional markets, it will be interesting to see how it transforms the way vehicles are bought and sold online.
