Google has launched a new specialised ad format called Model Automotive ads, which brings swipeable large-format images, performance details and links for US-based automotive manufacturers and dealers.
Google’s latest innovative format is aimed at making the search engine more desirable for marketers in the auto industry. It allows them to showcase their cars and other vehicles in a more prominent manner so that users searching for specific information can quickly find images, details, local dealerships and other content.
For example, when a user searches for a 2016 Toyota Prius, Google shows a slideshow of relevant images with buttons located underneath. The user can then click through to an official site or engage with local dealers. Google has said the ad format is the first of its kind to feature dynamic, swipeable imagery.
“Shoppers can swipe through high-quality images of a car’s exterior and interior, view details about performance and features, find a local dealer, or navigate directly to your website to build the car of their dreams,” Google said in a blog post. “Brands are seeing more than a 30% average increase in engagement rate with Model Automotive ads compared to standard text ads.”
The arrival of the new ad format has again been prompted by the rise in mobile searching. Google has revealed that one out of every two searches for automotive makes and models are now made on smartphones, while “near me” searches for “pictures of [automotive brand]” have soared by 37% during the last 12 months. Around 80% of those searches also occurred on mobile. Automotive Ads aims to capture this growing potential by promoting a click-to-call button, location details and directions for dealerships at the top of SERPs.
Toyota and Ford have already started running their own Model Automotive ads for select models, which has resulted in a 45% increase in conversion events and a notable decrease in CPA, according to Toyota’s director of traditional and new media, Dionne Colvin-Lovely.
Google added: “To help you reach these auto shoppers with the most relevant and useful experience in those critical micro-moments, we’ve fully rolled out Model Automotive ads, a new mobile ad format now available to all OEM automotive advertisers in the US.”