Google will present its vehicle advertising solution to U.K. car dealers at a trade event — Car Dealer Live at the British Motor Museum in Gaydon, Warwickshire — on March 7.
Google Vehicle Ads are postage-stamp-sized listings that appear at the top of Google search results when a consumer looks for a vehicle for sale using the Chrome browser for desktop or mobile. The ads are served to potential buyers on Google through a direct feed from the car dealer’s website, rather than from a marketplace like Auto Trader.
Google Vehicle Ads was launched in the U.S. in March 2022 and has since been made available in Australia and Canada.
Mohammad Lone, a multichannel strategist at Google, will explain how independent car dealers, dealership groups and OEMs in the U.K. have used the product in a pilot and how dealers can use it to improve their businesses. It remains to be seen if he will announce a date for a full U.K. rollout.
In an exclusive preview video on the Car Dealer Magazine website, Lone said Vehicle Ads had been a great success in markets where it had been launched.
“Essentially, Vehicle Ads provide people a new opportunity to find their next car. Now we think about using Google for example to buy our next trainers — we search for say Nike trainers, right? And we’ll see a list of trainers coming at the top of the page. What this offers is an opportunity there to do that for cars,” he said.
“So, we can search for a particular type of car — say a BMW 3 Series — and what the user will be offered is an inventory of local or national cars available, and they’ll be able to click and choose — just in the way that they might do the same with a pair of trainers.”
Google’s presentation will also cover best practice in search and how dealers can make themselves stand out on Google.