Big changes have just arrived to the Google Ad Network, and if you don’t have the right PPC vendor, you will soon be unable to show up when someone searches for your dealership. Google has just announced the release of the new Dealer Listing Ad (DLA). DLA’s are special ad types that show only on mobile devices, and give customers direct links to either call the dealer or get directions to the store right from the ad. However, if your current PPC provider does not have a direct sync with Google’s software, you will not be able to get in front of mobile searchers looking for a nearby dealership.
What does this mean for you? Let’s run through a quick example. DLA’s are designed to show for searches like “Toyota dealer” or “nearest Toyota dealer”. So, if you ARE a Toyota dealer, and do NOT have a PPC vendor who can run DLA’s, then you can no longer show to people in your area who are looking for you! For any dealership, getting DLA’s set up now has to be priority #1!
Here are the main things to keep in mind when thinking about how new DLA’s will affect you as a dealer:
- Not every digital marketing vendor has the ability to run DLA’s.
- The introduction of DLA’s will make it more difficult for your current mobile ads to appear to shoppers looking for nearby dealers.
- DLA’s allow users to quickly call the dealership or get directions sent to their phone, without having to go to your website.
- With mobile search recently overtaking desktop search, it is more crucial than ever for a dealer to have as large a mobile presence as possible.
What’s really happening here is that Google is essentially saying that the mobile user cannot be treated the same as a desktop user. This all falls in line with Google’s upcoming algorithm change that states that as of April 21st, “[Google] will be expanding [their] use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”
This is the first release of this new ad format. As Google continues to evolve DLA’s, you can expect additional features to be added, making it likely that DLA’s will become the more dominant ad format on mobile. Getting set up with DLA’s today will allow you to stay ahead of your competition. So, if you don’t want to start disappearing when customers look for you, please give us a call at 877.551.2555 or fill out the contact form below!