Google wants to play an active role in your next car purchase

All you have to do is search

If you had to guess, how many people would you say buy their car online – one percent? You would have been right if it was 2018. However, fast forward to 2021, and that number has increased significantly to 16%. Google has taken note of the trend and is introducing a new vehicle listing format for its search engine that shows cars available for purchase nearby.

Google recently announced the new ad format at the National Automobile Dealers Association (NADA) show. According to the company, the feature is already live in the US and will be coming to other countries in the near future.

Google Vehicle Ads

For shoppers, Google promises an easier retail experience. Say you are looking for a 2021 four-door sedan from any manufacturer. Just type in the keyword to view multiple vehicle options that you can buy nearby or have delivered. To enrich the process, you also get photos and inventory information such as make, model, mileage, location, and price. Selecting a car will then take you to the vehicle’s description page on the seller’s website, where you can fill out a form or find out how to contact the dealership.


For sellers, Google offers a platform to better see their products. To take advantage of this, you will need to create a vehicle inventory data feed with all the details mentioned above and connect it to Google Merchant Center. Google will automatically filter this data and extract the most relevant information to match user queries. Pair that with Google Ads and your chances of being seen improve. The company says that during the beta testing period, Asbury Automotive Group and CarMax used it with great success. That’s not all, though – the tech giant is giving vehicle sellers a way to keep up to date with their inventory and listing performance right from the Merchant Center. Simply select the metric you want to measure (leads, store visits, etc.) and assign values ​​to them.

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