Google is testing a new form of large format mobile ads with the auto industry. The two programs available are known as Model Automotive Ads and Dealer Automotive Ads. Auto companies such as Ford and Toyota, among many others, can use the Model Automotive Ads to put up a special type of mobile ad when people search for a specific car make and model. The ads have large images, the ability to put 9 pictures in the ad via a slideshow and a bit of text. They are much better than regular ads because when people want to buy a car, or are considering cars, they want to see what it looks like, and see the different features. Google says that these new mobile ads have 30% higher engagement, 45% increase in conversions, and a 30% decrease in cost per acquisition, making car manufacturers really happy. These ads are only available to Original Equipment Manufacturers.
However, there is also another new type of ad called Dealer Automotive Ads. These are ads which show the name of the dealership, and have two buttons: a click to call button and a button to get directions. These dealer ads are only available to authorized US dealerships. While they are not quite as descriptive and comprehensive as the model ads, they can still put your dealership above others in search results.
The reason that Google decided to test and create these special ads is because the statistics show that more and more people use their mobile device when buying a car, to the point where half of car searches now occur on smartphones, a statistic that has risen more than 50% in just about a year. In addition 80% of searches for images of cars and “dealerships near me” now occur on mobile devices, making mobile search results very important! It will be exciting to see what types of specialized ads Google comes up with next.
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