This article describes how you submit your vehicle information to Google through your Merchant Center account.
Step 1: Register your feed
You must register a feed the first time you submit it to Merchant Center. You only need to complete this registration process once per feed. Learn more about registering your feed
There are 2 types of vehicle feeds:
Feed | Type | Function |
Vehicle ads | Primary | Provides us a list of vehicles that you sell at your dealerships with attributes to describe them. |
Store feed | Other feed | Provides Google addresses of the dealership locations included in the primary feed.
Note: This feed is only required when a merchant can not (or does not) have Business Profiles for their dealership locations. |
Step 2: Upload your feed
After you’ve registered your feed, you can upload your data to Merchant Center. We recommend creating a schedule for your upload so your data is sent automatically. Learn more about available upload methods.
Submission frequency
Each of your data feeds for your vehicle ads should be uploaded as frequently as possible to ensure your information is fresh and accurate. We recommend the following minimum upload frequency for each feed:
Feed | Recommended minimum upload frequency |
Vehicle ads | At least once a day, but can be submitted multiple times per day to update segments of your inventory. To be able to submit your vehicle ads feed multiple times per day, contact our support team using this form. Note that this data will expire after 14 days. |
Store feed | At least once every 30 days |
Optional: Register vehicle ads feed using third-party solution
To simplify the feed creation and management experience, you can optionally work with a dedicated third-party provider such as Fullpath or Ansira. Vehicle feed providers can automate the creation and submission of vehicle feeds to Google on your behalf.
A third-party provider will crawl your existing inventory to create and automatically update a vehicle ads primary feed for you, to reflect your current vehicle inventory. You can then manage which vehicles you advertise by using Google Ads.
Process
- Set up your Business Profile and Merchant Center account (for more details, see steps 1-3 of the Vehicle ads onboarding guide).
- Sign up for the automated vehicle feed provider solution with Fullpath or Ansira.
- Third-party provider will begin creating your vehicle feed and host it for you at a URL.
- Create a scheduled fetch in Merchant Center using the URL emailed to you in Step 3.
- Complete the remaining onboarding steps by:
- Linking your Business Profile and selecting your store locations
- (Optional) If you don’t own or manage the Business Profile, submit a store feed
- Verifying the About page
- Reviewing website policy
- Setting up and enabling Google Ads for local inventory ads and vehicle ads
- Linking your Business Profile and selecting your store locations
For more in-depth details, see steps 5-7 of the Vehicle ads onboarding guide.
Implementation guide
- Set up your accounts
- Enable the vehicle ads program
- Add your business information
- Create a primary feed
- Register and submit your feed
- Link your Business Profile and select your location group
- Create, register, and submit your store feed (Optional)
- Complete website policy review
- Link your Merchant Center and Google Ads accounts
- Enable vehicle ads in your Performance Max campaigns