{"id":4374,"date":"2024-05-08T09:53:16","date_gmt":"2024-05-08T09:53:16","guid":{"rendered":"http:\/\/34.142.96.144\/?p=4374"},"modified":"2024-05-08T09:53:16","modified_gmt":"2024-05-08T09:53:16","slug":"google-vehicle-ads-and-the-effect-on-the-us-market","status":"publish","type":"post","link":"https:\/\/blog.adfeeder.com\/?p=4374","title":{"rendered":"Google Vehicle Ads’ and the Effect on the US Market"},"content":{"rendered":"

What Are Google Vehicle Ads\u00a0<\/span><\/h1>\n

Google Vehicle Ads (<\/span>GVA<\/span><\/strong>) are a performance-based, lower-funnel (drives purchases among shoppers who show a potential to buy) ad format, which allows automotive advertisers to promote their entire stock to shoppers looking for vehicles on Google. The formatting for the advert is pictured below. Taking customers to the vehicle description page (<\/span>VPD<\/span><\/strong>), and from there, customers can contact the dealership before visiting onsite. Showing only available inventory will enrich the customers’ purchase experience and provide more qualified leads (<\/span>conversions<\/span><\/strong>).<\/span><\/p>\n

\"\"<\/h1>\n

The Effects on the US Market\u00a0<\/span><\/h1>\n

Case Studies Provided By Google<\/span><\/h2>\n

Hamel Honda, QC Canada\u00a0<\/span><\/u><\/p>\n

Hamel was looking for a way to automate how they reach\u00a0<\/span>customers,<\/span>\u00a0while also\u00a0<\/span>making sure<\/span>\u00a0they saw an accurate inventory. Hamel wanted to generate more qualified leads for their website, and<\/span>\u00a0<\/span>for that to\u00a0<\/span>work<\/span>\u00a0they partnered with a local agency (<\/span>360 Agency<\/span><\/strong>) to help them use Vehicle Ads. 360 Agency implemented GVA to push the dealerships’ used vehicle inventory in real time. To help the 360 Agency use a <\/span>maximise<\/span>\u00a0conversions value bid strategy to drive conversion actions aligning with their marketing objectives.<\/span><\/p>\n

These were the results:<\/span><\/p>\n

    \n
  • 27% increase in leads\u00a0<\/span><\/li>\n
  • -18% in cost per lead\u00a0<\/span><\/li>\n
  • 17% increase in conversion rates\u00a0<\/span><\/li>\n<\/ul>\n

    Asbury Automo\u2020ive Group, Atlanta\u00a0<\/span>GA<\/span>\u00a0USA<\/span><\/u>\u00a0<\/span><\/p>\n

    Asburys planned to get relevant and\u00a0<\/span>specific<\/span><\/strong>\u00a0inventory in front of customers online while maintaining their original marketing investments. They\u00a0<\/span>kicked this off<\/span>\u00a0by creating a\u00a0<\/span>detailed<\/span><\/strong>\u00a0automotive feed, mapping out each store with a custom vehicle inventory with specifications like make, model\u00a0<\/span>etc<\/span>. Asbury launched\u00a0<\/span>GVA<\/span><\/strong>\u00a0campaigns and surfaced their vehicles in their inventory on Google search to\u00a0<\/span>maximise<\/span>\u00a0conversions and drive relevant traffic to the vehicle description pages.\u00a0<\/span><\/p>\n

    These were the Results:<\/span><\/p>\n

      \n
    • Increased Used car clicks by 113% and doubled car VDP clicks with less inventory in stock.<\/span><\/li>\n
    • 35% increase in total account conversions<\/span><\/li>\n
    • 12% increase in conversions value<\/span><\/li>\n
    • 65% decrease in cost per conversion\u00a0<\/span><\/li>\n
    • Increased efficiency from GVA leads to being able to repurpose budgets from channels, lowering their advertising Pvr (Profit per Vehicle Retailed).<\/span><\/li>\n<\/ul>\n

      Ken Garff, USA<\/span><\/u><\/p>\n

      This dealership empire wanted\u00a0<\/span>to make potential customers<\/span>\u00a0see they had the car they were searching for and drive more people to visit their\u00a0<\/span>VDP<\/span><\/strong>. To start, Ken Garff created a Google\u00a0<\/span>Merchant Centre<\/span><\/strong>\u00a0vehicle inventory feed by collaborating with their inventory management to connect the correct inventory to the\u00a0<\/span>right<\/span>\u00a0<\/span>Merchant Centre<\/span><\/strong>\u00a0templates. After uploading the\u00a0<\/span>feed<\/span>\u00a0Ken Garff launched\u00a0<\/span>GVA<\/span><\/strong>\u00a0using\u00a0<\/span>smart<\/span>\u00a0shopping campaigns to\u00a0<\/span>maximise<\/span>\u00a0conversion values from digital retailing, site visits, phone calls and forms filled. Then\u00a0<\/span>they<\/span>\u00a0surfaced used car inventory directly to the Google search results page to reach the lower funnel automotive queries and ultimately drive customers directly to the\u00a0<\/span>VDP<\/span><\/strong>\u00a0on their respective websites.<\/span><\/p>\n

      The Results were:<\/span><\/p>\n

        \n
      • at nine\u00a0<\/span>dealerships<\/span> there was an 55% increase in conversions\u00a0<\/span><\/li>\n
      • lowered cost per conversion rate by 65%\u00a0<\/span>than<\/span>\u00a0the previous account’s average\u00a0<\/span><\/li>\n
      • they also got a 67% better conversion rate compared to overall accounts.\u00a0<\/span><\/li>\n<\/ul>\n

        Pacific Honda, AMER US<\/span><\/u><\/p>\n

        Pacific Honda wanted to get inventory in front of as many in-market shoppers as possible, particularly those using Google to research vehicles. They also wanted to display used vehicle inventory in their immediate geographical market.\u00a0<\/span>To accomplish\u00a0<\/span>this<\/span>\u00a0they launched performance-focused, Lower-funnel vehicle ads in October 2021 as an evergreen strategy.<\/span>\u00a0It used geotargeting to reach potential customers located in San Diego. They also partnered with L2Media, who suggested\u00a0<\/span>GVA,<\/span>\u00a0and pushed used vehicles, while new car inventory is\u00a0<\/span>low<\/span><\/p>\n

        The Results were:\u00a0<\/span><\/p>\n

          \n
        • this campaign generated 368 incremental leads\u00a0<\/span><\/li>\n
        • 105 assisted sales from vehicle ads\u00a0<\/span><\/li>\n
        • 41% decrease in cost per lead<\/span><\/li>\n
        • Planned to expand the use of GVA to other stores\u00a0<\/span><\/li>\n<\/ul>\n

          GVA has helped reach potential customers, improve inventory visibility, and drive traffic to vehicle description pages. Using digital advertising tools like GVA is\u00a0<\/span>important<\/span>\u00a0for enhancing online presence, engaging with in-market shoppers, and boosting dealership performance. As more dealerships\u00a0<\/span>recognize<\/span>\u00a0the benefits of GVA, its expansion into other stores and regions\u00a0<\/span>is expected<\/span>\u00a0to continue changing automotive marketing strategies and driving industry growth.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

          Using digital advertising tools like GVA is\u00a0important\u00a0for enhancing online presence, engaging with in-market shoppers, and boosting dealership performance<\/p>\n","protected":false},"author":1,"featured_media":4988,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,6,9],"tags":[],"class_list":["post-4374","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-news","category-google-vehicle-ad","category-news"],"_links":{"self":[{"href":"https:\/\/blog.adfeeder.com\/index.php?rest_route=\/wp\/v2\/posts\/4374","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.adfeeder.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.adfeeder.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.adfeeder.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.adfeeder.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4374"}],"version-history":[{"count":0,"href":"https:\/\/blog.adfeeder.com\/index.php?rest_route=\/wp\/v2\/posts\/4374\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.adfeeder.com\/index.php?rest_route=\/wp\/v2\/media\/4988"}],"wp:attachment":[{"href":"https:\/\/blog.adfeeder.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4374"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.adfeeder.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4374"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.adfeeder.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4374"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}