Google My Business guide for car dealers

Engage with shoppers and build loyalty

 This is step 4 of Google My Business setup for car dealers.

Fresh content keeps your potential shoppers engaged and promotes loyalty within your dealership. In addition, engaging content gives your dealership positive brand recognition.

Highlight promotions and deals using posts

Inform your shoppers by publishing posts about your dealership's sales events, new or popular cars and services. By creating posts, you can place your text, video or photo content in front of shoppers when they view your dealership listing. 

Customer engagement and brand recognition

Positive customer engagement builds your current and future shopper’s trust in your dealership. This can lead to valuable feedback in customer reviews to steer foot traffic to you. When you reply to reviews, it allows you to build a public relationship with your shoppers. In doing so, we suggest keeping responses courteous, short and sweet. If you believe a review on your dealership violates posting guidelines, you can report the review to us.

To chat directly with shoppers from your listing, you can turn on direct messaging. Messaging uses text messages to give a responsive avenue for a shopper to contact your dealership. When responding, we suggest that your responses are timely during business hours and that you avoid sensitive content (e.g. credit card number, government identification number and account information).

To help in managing your day-to-day customer engagement, you can appoint a site manager for your listing. A site manager interacts with customers, publishes posts and photos and responds to reviews on behalf of your listing.

There are three types of users for listings: owners, managers and site managers. When owners add users, they share management of a listing with multiple people but don't have to share their password. (Google Groups can't be added as managers or owners of listings.)

Owners: Each listing can have multiple owners, but only one primary owner. Owners and primary owners have the same capabilities, but a primary owner can't remove themselves from a listing until they transfer their primary ownership to another user. However, all owners can add other users to share management of a listing without having to share their password.

Managers: Managers have most of the capabilities of an owner, but don’t have the more sensitive capabilities (e.g. power to remove the listing or managing users).

Site managers: Site managers have most of the capabilities of a manager, but don't have access to edit all business information. When signed in to Google My Business, a site manager can request to upgrade to listing manager or owner of a verified listing. The listing owner can approve or deny the request.

To see a summary of the different capabilities of each type of user, view the chart below:

Capability Owner Manager Site manager
Add and remove users tick    
Remove Business Profiles tick    
Edit all URLs tick tick  
Accept all Google updates tick tick  
Opt in or out of Bookings tick tick  
Update certain location settings
  • Edit the name, category or website on
    a location
  • Close a location
  • Create location groups
tick tick  
Manage Google Ads account links tick tick  
Use Messaging tick tick  
Add custom labels to make it easy to find
particular groups of locations
tick tick  
Edit attributes tick tick tick
Edit food delivery link tick tick tick

Edit some main business info (e.g. hours and

tick tick tick
Edit phone number tick tick  
Edit services tick tick  
Create, manage and publish posts tick tick tick
Add, delete and edit cover photos and additional photos tick tick tick
Add, delete and edit logos tick tick  
Respond to reviews tick tick tick
Download insights tick tick tick


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