Google Tests New Car Leads Product

Financial services, hotels, flights, products… what’s next for Google’s paid inclusion vertical search engine plans? It appears to be new cars, if a Bay Area test is any indication. The test was first spotted by auto industry publication DealerELITE.

If a person has indicated he is in the San Francisco Bay Area, searching on specific automotive-related terms, such as “Palo Alto Toyota,” return results that include a box similar to other Google Advisor products. The box shows images of vehicles, prices and a link to the dedicated Auto Advisor site — http://www.google.com/advisor/usauto. (Which only works if the ZIP code entered is in the Bay Area.)

It also has a “Sponsored” icon, which lets users know that some of the auto dealers have paid Google for listings. It appears the automotive dealerships are providing a feed of their inventory that includes specific vehicles, including their vehicle identification numbers (VIN).

On the Auto Advisor site itself, users can search inventory at auto dealers surrounding their ZIP code, and can refine the results by trim, year, engine, transmission, body style and exterior color.

 

Clicking on text on the SERPs provides additional information. “Why these cars?” lets users know how the cars were chosen and discloses that some dealers pay for listings.

Clicking on “Incentives,” reveals information about incentives — if any — available on the particular vehicle. 

Clicking on the “Pricing” lets users see further information including the invoice price, MSRP and the typical prices actually being charged in their region.

Once users have narrowed things down, they can contact the dealer by either asking for a callback, calling the dealer, or emailing the dealer (or even multiple dealers at one time). It appears Google is provisioning the telephone numbers like with their other Advisor products, so leads can be tracked.

The car advisor product is similar to others Google has been rolling out lately. The company recently changed its model for shopping search, following efforts to consolidate its approach in the flights, hotels and financial services verticals. We’re making inquiries with Google about how advertisers are being charged for this product, but it seems like a cost-per-lead model would make sense.

Related Topics: Channel: SEM | Google: Advisor | Top News

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About The Author: is Executive Features Editor at Search Engine Land and Marketing Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998.

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  • johndxx

    Would be fair to say that SearchEngineLand is becoming less relevant and even less viable as Google strangles the organic listings and eliminates them to place their own services?

  • http://twitter.com/AndyLucas Andy Lucas

    Ugh. You still have to talk to the dealer? I’d rather go through CarsDirect. (Full disclosure: I work for them :-D ) But still – talking to a dealer fills me – and I bet a lot of other people – with dread.)

  • BBZZ812x

    It shows stock photos, not the actual car for sale… Cars are like houses and a very emotional decision for people– I’d think they want to see the exact car they’re interested in before getting in touch with any dealer.

    Plus Google and car listings doesn’t jive well (Google is not an authority on cars, not relevant), the same way Google and social doesn’t jive well (Google is not “cool” no matter how hard they try, and their their social service G+ offers nothing new and worthwhile).

  • MICHAEL CHAMPION

     I agree with your quote! http://www.15creditways.com I just finished my book! 15 Ways to boost your credit score in 30 Days!

  • http://twitter.com/ksmkannan K S MANIKANNAN

    The big G always tries to bring the search results very user friendly and provide information about the relevant queries in a single click itself…

    http://www.maventricks.com/

  • johndxx

    No. The big G is always trying to make more money. Caring for users is an occasional by product.

  • http://twitter.com/Neuromancer Maurice Walshe

    this is nothing new several years ago i went to chat to a PM in london about using froogal as it then was to input car deals – one of my cleinets at the time was a B2b and B2C Big Audi dealer in the SE of the Uk

  • http://profile.yahoo.com/7WPSTDSB6XEA4H6JWE2WJXMCGA Mara

    My ńeighboŕ’s mŏther-iń-ląw Maḱes $8O houŕly on the laptoṗ. She has bėėn out of w0rḱ for 7 Ṁonths but ląst Ṁonth her ińcome wąs $8734 just worḱińg on thė laṖt0Ṗ for a ƒew hours. Gŏ to this web siṫe and ŕead morė.. C&#97shLazy.com

  • kokopoko

    So how will this affect big car sites like cardirect.com?  What can they do?  You can’t outrank Google.

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