Vehicle Listing Ads (VLAs) entered the digital marketing ecosystem at a time when platforms are creating siloed environments to capture as much data and user intent as possible. These customized ads leverage attributes you provide coupled with automation to streamline the process, ultimately yielding an improved return on ad spend (ROAS), volume, click-through rates, and cost-per-click rates.
Here’s what you need to deliver VLAs:
- Whitelist on the account
- Inventory feed imported into Google Ads via FTP/HTTPS
- Google Merchant Center
- Smart Shopping campaign
- Google Business Profile
What you get in return are ads showcasing your new and used vehicles to local shoppers who have entered the comparison and transaction stages, which are lower in the funnel, of the path to purchase. These ads are dynamically created and feature photos, specials, and other pertinent details — many derived from the inventory feed — that encourage shoppers to engage and interact.
These VLAs are optimized to drive online conversions — leads — and offline conversion, such as store visits. The former are acquired by driving customers to the VDP of the vehicle on your website, where they can perform any number of actions from your calls-to-action on the page itself.
Reunion Marketing Can Help Launch VLA Campaigns
While there is a great degree of variability, we have seen several metric averages that have been very encouraging on the efficacy and effectiveness of Vehicle Listing Ads, and we are here to help your dealership navigate this new product.
- As many as 20 store visits per month
- Average Impression Share: 70%
- Average Cost-per-VDP View: $6 ($10 industry average)
*Results will vary based on market conditions and budgeted investment.*
Reach out to our team to learn more about how we can help deliver metrics like these for your dealership via VLAs.