As the European automotive market continues to evolve, online sellers are seeking innovative ways to showcase their offerings and meet the changing needs of customers. In response, Google has introduced a groundbreaking update to the Google Merchant Center, specifically designed for vehicle sellers who don’t carry every model on their lot. This new attribute, “build to order,” empowers dealers to flag vehicles that can be customized and ordered by customers, revolutionizing the way they present their inventory online.
Understanding the Update: What You Need to Know
To take advantage of this update, sellers must update two critical areas: their structured data and Merchant Center feed. The structured data must be set to “BuildToOrder,” while the Merchant Center feed should be set to “build to order.” It’s essential to maintain consistency between these two areas to avoid disapprovals. This may require some technical adjustments, but the benefits far outweigh the effort.
Why This Update Matters for European Vehicle Sellers
In the past, sellers had limited options to signal that a vehicle wasn’t available for immediate pickup. This new value better reflects the reality of modern automakers, particularly direct-to-consumer brands like Tesla and Rivian, where buyers configure features before production. For dealers offering factory orders or custom builds, this update ensures clearer expectations for shoppers and cleaner data for Google.
Key Details and Considerations
Vehicles marked “build to order” must have the condition attribute set to “new.” If a listing is marked “used,” it will be disapproved, as Google considers build-to-order vehicles to be newly configured, not pre-owned.
This update is a game-changer for dealers who offer customizable or factory-order vehicles, providing a more accurate way to reflect availability.
Proper alignment of feed, structured data, and condition fields is crucial for successful implementation.
Implementing the Update: A Step-by-Step Guide
If you’re ready to unlock the full potential of this update, follow these steps:
1. Update your structured data to “BuildToOrder.”
2. Set your Merchant Center feed to “build to order.”
3. Ensure consistency between your structured data and feed submissions.
4. Verify that your listings meet the condition attribute requirements (new vehicles only).
Frequently Asked Questions
Q: What is the purpose of the “build to order” attribute?
A: This attribute allows dealers to signal that a vehicle can be customized and ordered by customers, providing a more accurate representation of their inventory.
Q: How do I update my structured data and Merchant Center feed?
A: Update your structured data to “BuildToOrder” and your Merchant Center feed to “build to order,” ensuring consistency between the two.
Q: What happens if I mark a used vehicle as “build to order”?
A: If a listing is marked “used,” it will be disapproved, as Google considers build-to-order vehicles to be newly configured, not pre-owned.
Conclusion
The introduction of the “build to order” attribute in Google Merchant Center is a significant development for European vehicle sellers. By embracing this update, dealers can provide a more accurate representation of their inventory, meet the evolving needs of customers, and stay ahead of the competition. Don’t miss out on this opportunity to revolutionize your online presence and drive sales.
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