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Google’s new mobile PPC ad type – and what it means for you


In this week’s Wednesday Workshop video, we’re talking about Google’s new (kinda) mobile model ads. While they were “released” a little over a year ago, they weren’t really showing up for quite a while, but now they’ve been re-introduced and they’re out in full force.

The ads feature a swipeable image carousel with captions, as well as several call-to-action buttons. This week’s video points out the important way that dealerships should be updating their PPC strategies to work well with these ad types.


What’s up internet? Welcome back to another Wednesday workshop from DealerOn.
Once again, we’ve got our minds on mobile and mobile on our minds, so grab your phone and get ready to play along…

Google is constantly running tests on their results pages, and you may remember almost a year and a half ago, they rolled out Model specific ads and Dealership ads. Dealership ads were pretty much the relaunch of what was previously known as dealership listing ads.
If you need a refresher, you can watch our previous video at this link:

Today, we’re talking about those Model ads – and no, we’re not talking about all of the model contracts that get thrown in the direction of the Beard and the Hair, we’re talking about your new vehicle models.
These model ads are pretty cool, but they absolutely demand your attention relative to staying sharp with your PPC game.

Model ads are now running in most large markets across the country, so let’s look at a live example. Got your phone ready??? Go to Google and search Ford Mustang or Toyota Camry or your brand and most popular vehicle. You’ll probably see this:

Previously on a make model search, you’d usually see up to four ads from nearby dealers.
Now, if the OEM is running a model ad, almost everything else is pushed down below your view.

So, what should everyone be aware of with these ads?

I’m glad you asked. These model specific ads include a carousel of swipeable images with clear calls to action below the pictures – one of which is Find Dealers.
It’s right here:

When the mobile searcher clicks Find Dealers you’ll see something like this:

As you can see, it redirects to a Google search for “brand dealers” – and at the top of that search… dealership listing ads. it’s absolutely important to make sure you’re running these mobile preferred dealership listing ads so you can show up when searchers click “find dealers” on these Model Ads.

Remember that only your OEM can run these model ad types – you don’t have access at the dealership level. We’ve also heard that conquesting other brands is now allowed – check this one out.

These highly visual ad types will provide searchers with better information faster than ever before and they will provide dealers executing a comprehensive mobile PPC strategy with more sales opportunities. Giddy up!

Well that’s all the time this week, but as always, if you’ve got questions or comments, leave ‘em down below and we’ll get back to you. And, don’t forget to come back next week for another Wednesday Workshop from DealerOn.

Author Greg Gifford

Greg Gifford is the Vice President of Search at DealerOn. He has over 16 years of online marketing and web design experience, and has specialized in automotive SEO for the last 8 years, helping hundreds of auto dealers thrive while the industry has struggled during the recession. Greg speaks internationally at both automotive and SEO conferences, teaching thousands of small business owners and marketers how to get their sites to show up higher in local search rankings. Greg also spends his spare time doing freelance website design and SEO for local businesses. He graduated from Southern Methodist University with a BA in Cinema and Communications, and has an obscure movie quote for just about any situation.

More posts by Greg Gifford

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