Changes to Google Automotive Ads require ‘sticky’ web pages

Car dealerships need to make changes to their websites so customers don’t hit the back button too quickly.

iVendi’s advice predates the arrival of Google Vehicle Ads (GVA).

Rob Severs, senior vice president of product and insights at the vehicle retail technology specialist, said the structure of new customer journeys involving AGVs meant it was easy to click directly from an engine search on a specific car or van page and then go straight back.

He explained: “We have seen data from the United States, where GVAs have been in effect for a few months, showing that each customer’s visit to the dealer’s website is only 1.2 to 1.4 pages long. . This indicates that many are looking at a vehicle and hitting the back button.

“The challenge for dealers is to find new ways to make these vehicle pages ‘sticky’ so that potential buyers stay on the website, look at other inventory and, most importantly, options like vehicle financing and value-added products.

“It could mean something like a revamp of the kind of standard vehicle pages we see most dealerships using today, evolving into approaches used in other areas of online retail.”

A likely solution would be to adopt a page design similar to that used by Amazon, where alternative product options linked to the initial search were displayed alongside accessories and other related purchases.

Severs added: “It’s about being a bit smarter by showing other vehicles in your stock alongside the initial vehicle that was shown by GVA search.

“It works especially well when you know you’re responding to a contextual search. If a customer has typed or spoken “seven-seat car” into Google, you can list other cars that fit that description.

“We also believe that displaying financing options will be important in creating more sticky pages. Promoting a vehicle’s affordability is crucial from the start, alongside not only a standard description, but also customer reviews. customers and candid information about known defects.

GVAs are charged by Google on a pay-per-click basis and warned that if you don’t engage the customer once they’re on your vehicle page, you risk paying for the same visitor again and again. Again.

They work by showing users a selection of local vehicles that meet their needs, allowing them to click directly to the dealership’s vehicle description page. To make this possible, resellers simply need to upload their stock listing to Google and are charged on a pay-per-click rate.

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