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In the Spring of 2021, Google and Bing announced a new ad format—Vehicle Listing Ads (VLAs). These feed-based product ads (similar to Product Listing Ads for retail) allow automotive dealerships to expand their reach and conversions. By simply uploading their inventory (make, model, year, etc.) their listings will be served up on Google and Bing search results and give the buyer a better search result and jumping off point.

They also give automotive marketers the ability to own more of the SERP—every advertiser’s dream come true. And, as we have learned with every industry, the more data available around competition and ad performance, the better decisions marketers are able to make, if they can access it.

COMPANY BACKGROUND

Europcar is a French car rental company operating in 140 countries throughout Europe, North America, Western Asia, and Africa.

CHALLENGE

Europcar competitors and partners were bidding on their trademark and branded keywords. Having campaigns in multiple countries and trying to monitor was an endless task that wasn’t producing the results they were looking for.

The Search Monitor announces support for Vehicle Listing Ads on Google and Bing

Orlando, FL – August 20, 2021 – The Search Monitor announced today that it has added support for Vehicle Listing Ads on Google and Bing. This exciting addition to The Search Monitor’s SEM and PLA Insights gives automotive advertisers unprecedented access to the data they need to compete effectively in the online marketplace.

Brand protection is essential for PPC success.

Do you have the right strategy for your branded campaigns?

Download this Guide To PPC Brand Protection to learn more and get step-by-step instructions on protecting PPC revenue.

Ad extension monitoring shows marketers exactly how their competitors, partners, and industry leaders use Google’s highly effective ad extensions.

ORLANDO, FL – The Search Monitor, the leader in precision ad intelligence for marketers and affiliate managers, today released ad extension monitoring for Google Adwords’ paid search ads.

The Search Monitor releases search marketing visibility scores for Automotive

Which automotive advertisers were the most visible to searchers during September?

We turned to our Search Marketing Visibility Score for the answer, and here’s what we found. We looked at these five high-spending sub-verticals in Automotive:

How does seasonality impact clickthrough rates (CTRs)?

The chart below shows CTR benchmarks for five key PPC verticals—Retail, Finance, Travel, Auto, and Telecom—during the past four quarters, and for two important benchmark groups:

• The Search Monitor’s top-tier advertisers (the group of 10 advertisers who received the most clicks during the quarter)
• The Search Monitor’s middle-tier advertisers (the group of 10 advertisers whose click volumes represented the middle of the click volume witnessed during the quarter)

How do these trends compare with your clickthrough rate data?

How does seasonality impact your cost per clicks (CPC)?  The chart below shows CPC trends for five key PPC verticals—Retail, Finance, Travel, Auto, and Telecom—over the past 4 quarters.

The Search Monitor platform allows search marketers to customize the most representative performance benchmark for their business. For these charts, however, we calculated two of the most helpful ones:

While you might think you’re generating the right amount of clicks from your paid ads, how can you be certain without comparing your CTR against industry benchmarks?

The chart below shows CTR benchmarks for five key PPC verticals: Retail, Finance, Travel, Auto, and Telecom. We also included benchmarks for both top-tier and middle-tier advertisers.

Cost Per Click is another key performance indicator that every search marketer should monitor on a regular basis.

The chart below shows CPC benchmarks for five key PPC verticals: Retail, Finance, Travel, Auto, and Telecom. Further, we included benchmarks for both top-tier and middle-tier advertisers.