Google just announced this week that they launched its specialized mobile search ads for automotive manufacturers and dealers. The beta was originally mentioned last May but now Model Automotive ads and Dealer Automotive ads are now accessible to eligible advertisers. Original Equipment Manufacturer, OEM, automotive advertisers can now run Model Automotive ads on Google searches for auto makes and models as well. The features for these ads are large-format images, performance details, and links to the automotive manufacturer’s website, nearby dealers and other information.
Currently, Toyota and Ford are both running the new ad formats for some of their models. The Model Automotive ads show to be 30% higher on average in user engagement compared to standard text ads. A representative from Toyota Motor Sales stated that they saw a 45% increase in conversion events and a 30% decrease in CPA after using these Automotive ads compared to the standard text ads.
In the US, the Dealer Automotive ads are available to franchise and authorized auto dealerships. The Dealer Automotive ads feature location, directions, and a click-to-call button for nearby dealerships and display at the top of mobile search results. The dealer ads integrate with the Model Automotive ads, which can be found from the “Dealers” tab in those ads. Google states that they launched this feature to their users because they noticed half of automotive searches on Google are done through mobile devices. Users searching for pictures of cars and truck brands and searches for “car dealerships near me” have each increased year over year by 80% on smartphones for both search topics.