How are Google Vehicle Listing Ads doing for you?

[Greg Spencer]

It's been more than a month since Google launched Vehicle Listings Ads (VLAs) for all U.S. dealers. Have you tried the new product? If so, how is it performing in terms of cost per click?

A dealer who took part in the beta test reported cost-per-click was 30% to 35% of his other paid search. However, since the product has gone nationwide, I've heard a different story: Cost-per-click varies greatly from $.45-$3, compared to Facebook Ads, which is generally $.40 or less.

Are you all seeing anything different? What about other performance metrics (e.g. chat sessions, website sessions, etc.) Or are you taking a wait-and-see approach on Google VLA?

 

[Jeff Kershner]

I'm not finding a lot of single point or smaller groups utilizing it, yet. How long will the savings last...

 

[craigh]

I'm not finding a lot of single point or smaller groups utilizing it, yet. How long will the savings last...

As soon as the savings are gone and the price is high, this feature will come to Canada.

 

[Adam Thrasher]

As soon as the savings are gone and the price is high, this feature will come to Canada.

It’s already in Canada

 

[craigh]

It’s already in Canada

Really? I haven't seen any of these listings, but I also don't use Google unless it's an accident.
I just searched "Ford Raptor Toronto" and got no listings.

 

[Adam Thrasher]

It's in Beta right now.

 

[joe.webb]

I'm not finding a lot of single point or smaller groups utilizing it, yet. How long will the savings last...

I think smart smaller groups are using them, because they're relatively cost-effective (for now). More has to do with what their digital marketing agency is handling it for them. If they just go with what the OEM is saying to do, or trust the most basic paid search strategies is enough for them, then they won't. But dealers should be investing a little in GVLA now, as the expense of this is going to be growing fast as more get involved.

 

[GerryFoster]

I think smart smaller groups are using them, because they're relatively cost-effective (for now). More has to do with what their digital marketing agency is handling it for them. If they just go with what the OEM is saying to do, or trust the most basic paid search strategies is enough for them, then they won't. But dealers should be investing a little in GVLA now, as the expense of this is going to be growing fast as more get involved.

Pains me to say this but, how can a smaller group get on board with this product?

 

[KodyVoyles]

I think smart smaller groups are using them, because they're relatively cost-effective (for now). More has to do with what their digital marketing agency is handling it for them. If they just go with what the OEM is saying to do, or trust the most basic paid search strategies is enough for them, then they won't. But dealers should be investing a little in GVLA now, as the expense of this is going to be growing fast as more get involved.

In my local area it seems only the big guys (Auto Trader, TrueCar, Carvana) are utilizing it. Does anyone have an average PPC rate that these go for?

Would be interested in implementing this.

Pains me to say this but, how can a smaller group get on board with this product?

I'd assume you would just go through via Google Ads and runs off of a inventory feed of some sort.

 

[NickA]

My Buick GMC store has been on for roughly 3 weeks. So too early to judge. Current cost per click is $1.78. I'd also like to hear what kind of budget dealers are putting towards this tool.