Google is changing quickly. After some years of closed betas, Google's Vehicle Listings on Google Shopping are finally here for all advertisers. By leveraging Performance Max campaigns, businesses can now effectively manage and optimise their vehicle listings to maximise visibility (see below Google Shopping Listing example) and drive sales. We could not wait longer so here is how we got started and the results achieved so far.
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What are Vehicle Listings?
Vehicle Listings is a feature designed for car retailers to promote their inventory through Google's expansive shopping network. This allows potential buyers to see detailed information about vehicles, such as make, model, price, and even dealership information, all in one place. Just as product ads do! The convenience of having all this information accessible enhances the customer's ability to make informed decisions and compare prices in a glimpse, ultimately increasing the likelihood of a purchase.
The Benefits
- Increased Visibility
- Your vehicles can appear across various Google platforms, including Search, Maps, YouTube, and the Display Network, significantly broadening your reach.
- Targeted Audience
- With Performance Max, you can fine-tune your advertising efforts to target specific demographics, ensuring your ads reach the most relevant audiences.
- Enhanced Customer Experience
- Customers benefit from a unified shopping experience, with the ability to view a comprehensive selection of your stock and details, streamlining their decision-making process.
Setting Up Your Vehicle Listings
1. Create a Merchant Centre Account
If you haven't already, you'll need to create an account with Google Merchant Centre. This will be the hub where you manage your vehicle data feed. Through the Merchant Centre, you can upload your inventory and ensure all data is accurate and up-to-date.
2. Prepare Your Vehicle Data Feed
The next step involves creating a detailed data feed of your inventory. This includes essential information like vehicle IDs, titles, descriptions, prices, and availability.
Google's onboarding guide provides specific requirements and advice on how to format your feed correctly.
Here is a template feed which you can copy and use at your disposal. Ensure that this feed is automatically updated so that it reflects accurate stock availability.
3. Integrate with Performance Max
Google has made PMAX the only campaign type compatible with Vehicle ads. There is nothing to do as a workaround, so please be mindful of the potential and limitations that PMAX offers. Think about a good structure and creatives. Below are some steps you can follow:
4. Monitor and Optimise
Once your vehicle listings are live, it's crucial to monitor their performance regularly. Keep an eye on metrics such as clicks, impressions, and conversions. Use this data to make informed adjustments to your listings, such as altering descriptions for clarity or updating pricing to remain competitive. We have found out that a good conversion tracking framework is key for success since there are lots of valuable secondary conversions to consider when people are looking for cars.
Results
We have substantially increased exposure for users actively searching for new or used vehicles. The enhanced visibility this format offers, combined with users’ familiarity with Google, makes it an excellent medium for advertising. In our short journey into vehicle ads, we have achieved an 80% reduction in CPA and reached users we previously couldn't due to high competition on the SERP.
In Summary
Google's Vehicle Listings on Google Shopping are now available for all advertisers, enabling businesses to optimise vehicle ads and increase visibility using Performance Max campaigns. Early results show a significant 80% reduction in CPA and improved reach in competitive spaces. Overall, this offers an excellent opportunity for advertisers in the automotive sector.
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