In today’s digital world, most journeys for buying a new car start online. Recent industry studies reveal that nearly 89% of consumers in the US begin their research for a new vehicle on the internet—with key urban markets approaching total penetration. Search engines remain the primary source, with 78% of potential car buyers starting their research there.
This digital-first mindset isn’t limited to research: in 2021, 16% of new car buyers purchased their vehicles online—a sharp rise from just 1% in 2018. Current trends indicate that almost 70% of automotive shoppers are considering an online purchase for their next vehicle.
Why Search Statistics Matter in Automotive Digital Marketing
Understanding these statistics is essential for crafting an effective automotive digital marketing strategy. As customers move almost entirely online, presenting your inventory and information in a compelling and accessible way is more important than ever. Vehicle Listing Ads (VLAs) are transforming automotive digital advertising, just as shopping ads revolutionized the broader ecommerce space. Now, automotive businesses can showcase vehicles with images, location, make/model, price, dealership details, and mileage—all before the user clicks, maximizing both visibility and relevance.
Our team at DIGITPRO helps you implement strategies like Vehicle Listing Ads, ensuring your offers stand out across search results and within online advertising campaigns. If you’d like your automotive business positioned at the cutting edge, learn more about our PPC advertising services and let’s discover the perfect approach for you.
Key Challenges When Using Vehicle Listing Ads (VLAs)
Setting up VLAs is still a nuanced process requiring attention to detail. Proper measurement and accurate tracking are especially important in the automotive sector. Here’s an outline of the general VLA setup process:
- Create a Merchant Center account (similar to ecommerce setups).
- Apply for access to VLAs to enable the feature with your account.
- Register for the Vehicles Ads Program and provide the required information, including phone number validation.
- Generate a feed of your inventory—usually the most technical and time-consuming step due to formatting and compliance.
- Submit your inventory feed for review and approval.
- Once approved, link it to your Google Ads campaigns.
- Launch your VLA campaign and start reaching online car shoppers.
If you need support automating your inventory or integrating feeds with your site, our website development experts can help streamline the process, ensuring your vehicles are visible and searchable at all times.
How to Optimize Conversions from Vehicle Listing Ads
Once your VLA campaign is launched, conversion tracking becomes vital. To maximize results, implement robust systems to capture all relevant actions—store visits, phone calls, form submissions, and inventory leads. Since VLA campaigns leverage machine learning and auction-time bidding, inaccurate tracking can impact campaign performance.
Remember that every click is tied to a Vehicle Detail Page (VDP) visit, but your primary conversion goals should extend beyond the VDP to actual engagement and sales actions. Consistently audit your feed for accuracy—remove vehicles that have been sold to prevent wasted clicks and budget.
To enhance your strategy, pair your VLAs with complementary search text ads. Industry insights show that this combination can lead to an average increase in conversions of up to 25%—without requiring additional spend. If you’d like to expand your campaigns and see measurable results, our SEO services and marketing research capabilities can further support your growth.
Advanced Strategies for Your Vehicle Listing Ads
Want to take your VLA campaigns even further? With advanced account structures, you can prioritize certain inventory, adjust budgets dynamically, and highlight specific vehicles that need quick turnover. Whether your goal is rapid lead generation or long-term brand awareness, a tailored approach will maximize your ROI.
Consider expanding your reach to other advertising platforms as well. Diversifying across multiple channels, including emerging ad options and broader online advertising campaigns, is a strategic way to capture high-intent buyers wherever they are searching for their next car.
At DIGITPRO, we offer a holistic digital marketing agency approach—including social media management, AI chatbot integration, and branding solutions—all designed to help your automotive business stand out and drive quantifiable performance marketing results.
If you’re ready to boost your online presence, increase brand awareness, and see tangible increases in website traffic, our team is here to help you achieve success with every aspect of your digital marketing strategy.
