Google expands Vehicle Listing Ads to new markets

Google's Vehicle Listing Ads (VLA) are a feature that enables auto advertisers to showcase their full vehicle inventory directly to consumers on Google. This ad format displays important information such as images, make, model, price, mileage, and advertiser details within search results, which helps in connecting with interested buyers and generating qualified leads. When a customer clicks on a VLA, they are directed to the vehicle description page on the advertiser's website, where they can take further actions like contacting the dealer or filling out a lead form.

To start using Vehicle Listing Ads (VLA) on Google, you need to:

1. Upload your vehicle data feed to the Merchant Center, including details such as make, model, price, mileage, color, and more.
2. Create Performance Max campaigns with vehicle feeds on Google Ads.
3. Link your Google Ads account to a Merchant Center account and a Google Business Profile. Alternatively, you can use a shop feed if you do not manage profiles for the dealer locations.

This process allows Google to match customer searches with the most relevant vehicles from your inventory.

Eligibility for Vehicle Listing Ads includes:

• Dealers, retailers, aggregators, or original equipment manufacturers (OEMs) with both new and used vehicle inventory.

However, there are exclusions such as:

• Private sellers.
• Individuals.
• Auto brokers.
• Certain vehicle types like recreational and commercial vehicles, farm vehicles, etc.

The benefits of using Vehicle Listing Ads (VLA) include:

• Generating more qualified leads by reaching high-value consumers actively looking for vehicles.
• Supporting omnichannel goals by providing a seamless shopping experience across different channels.
• Utilizing automated targeting to reach vehicle shoppers online at the right moment with the right listings and information to encourage them towards a purchase.

Vehicle Listing Ads (VLA) are set to be rolled out to the Netherlands, Italy, and Spain by the end of the second quarter of the year. They are currently live and open for Beta-listing in the UK, Denmark, and France, and were previously available in open beta in the U.S., Canada, and Australia.