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Google Vehicle Search: Coming to the UK in 2024
Ben Gault, Google’s automotive industry manager, has revealed that the search giant could be launching its Vehicle Ads format in 2024. Countries such as the US, Australia and Canada are already benefiting from this new advertising channel, but we’re sure this change will definitely shake up the automotive advertising industry in the UK
Staying ahead of the competition is vital for car dealerships’ success. As technology continues to evolve, dealerships need to adapt and embrace new tools that can help them reach more customers and increase sales. One such tool is Google Ads, which can benefit car dealerships in various ways. And with the upcoming launch of the Google vehicle advert search platform, dealerships have even more to look forward to.
What are Google Ads?
Google Ads is an online advertising channel that enables businesses to create adverts at the top of Google’s search engine results page and other websites that are part of the Google Display Network. Google adverts work on an auction basis, where organisations can create text, image or video adverts targeted to specific audiences. Car Dealerships can target these audiences based on specific factors such as location, interests and search queries (Keywords).
The great thing about Google ads is that companies only pay when someone clicks on their advert, making it a cost-effective way to reach prospective customers.
How can Google Ads benefit a car dealership?
Google Ads can benefit car dealerships in many ways.
They can help to increase website traffic and visibility to drive traffic to their website. They do this by using keyword and audience targeting, which ensures that dealerships reach people interested in buying a car.
Google ads can help car dealerships build brand awareness. By creating advertisements highlighting the dealership’s unique selling points and competitive advantage, they can attract the attention of potential customers who have been out of reach previously. This may help to build a positive brand reputation for car dealerships and increase customer loyalty.
These types of adverts enable car dealerships to stay competitive. The automotive market is incredibly tough; with many dealerships trying to capture customers’ attention, it can be challenging to stand out. However, by using Google Ads, dealerships can create targeted campaigns designed to reach specific audiences and help drive sales.
How will the implementation of the Google vehicle search platform shake up the market?
We expect the upcoming Google vehicle search platform launch will shake up the UK automotive industry. This platform will enable dealerships to upload their inventory directly to Google or use aggregator APIs to pull vehicle streams from their website. Potential customers can then flick through available cars upon making any car purchasing-related search term.
Whilst this is great for the consumer, it does mean that prospective customers will be able to see inventory from multiple dealerships all in one place. This change may force dealerships to become more competitive, as prospective customers can easily compare prices across varying dealerships.
For dealerships, this presents both an opportunity and a challenge. On the one hand, the platform provides a new way to reach potential customers and increase sales. On the other hand, it also means that dealerships will be competing more directly, with customers able to compare prices and offerings from multiple dealerships simultaneously. To stay ahead of the competition, dealerships must ensure they offer competitive prices, high-quality inventory, and exceptional customer service.
How will the vehicle search platform work?
The format is similar to how shopping channels and job searches currently work on the platform. Google vehicle search will display details and adverts about the cars at the top of the search results.
This change will dramatically improve the customer experience for car buyers across the UK.
How can car dealerships get the most out of Google vehicle search?
To get the most out of the new platform, car dealerships must be strategic and proactive in their approach. Here are a few tips to help dealerships get the most out of this system:
- Optimise their stock feeds: car dealerships must ensure their stock feeds are accurate, kept up-to-date and optimised for search engines. Google’s algorithm ranks websites using an authority score, and the higher the dealerships’ authority score, the more likely their cars will appear in the relevant search results.
- Keep track of competition: the automotive advertising space is incredibly competitive. Dealerships should monitor what pricing and inventory their competitors are advertising. This will help them stay competitive and ensure they’re aware of any adjustments they need to make to their own stock.
- Create exciting adverts: car dealerships will need to create adverts that stand out and capture potential customers’ attention. Using eye-catching visuals, compelling copywriting and highlighting their inventory’s unique features or selling points will help them stand out in the crowd.
- Take advantage of audience targeting: Google ads enable car dealerships to use audience targeting to ensure their adverts reach the right people. Dealerships should review who their customers are and use this information to create targeted campaigns.
- Keep on top of optimisation: Google Ads should be monitored and optimised regularly to ensure the best results. By tracking metrics such as click-through rates, conversion rates and cost-per-click, dealerships can identify areas of improvement and enable them to get better results.
The launch of Google vehicle search presents a significant opportunity for car dealerships to reach more customers and increase sales. Using the advice outlined above, car dealerships can ensure they stay ahead of the competition. Car dealerships can continue to thrive in an ever-evolving industry by embracing new technologies and tools.
If you’re a car dealership owner or manager looking to understand upcoming industry insights, it’s time to partner with a leading car finance lender like Marsh Finance.
As a trusted partner to dealerships across the UK, Marsh Finance provides competitive rates and expert advice on car finance, sales efficiencies, industry updates and regulatory changes. Don’t miss out on this chance to stay ahead of the competition and drive more sales.