Build-to-order (BTO) vehicle ads allow Original Equipment Manufacturers (OEMs) to promote customizable vehicles that are built to a customer's specific needs rather than sold from existing physical inventory.
This format is currently available as a beta feature and requires the use of online fulfillment. Fill out this form to request participation in online fulfillment.
On this page
How it works
Build-to-order (BTO) ads bridge the gap between initial interest and your online configurator by landing users at the beginning of your online configurator tool. This format offers greater flexibility, as attributes like VIN, Color, and Trim become optional in your feed, making it the recommended choice for promoting customizable vehicles. To use this format, set the [availability] attribute to build_to_order and ensure you meet all other requirements.
Alternatively, you still have an option to promote customizable vehicles by leaving the availability [availability] attribute blank. Use this approach if your ad points to the final summary page of a configuration. In this case, the landing page must show a specific model with all options and a fixed price already pre-selected.
Request Participation
BTO ads are currently available as a beta feature and require the use of online fulfillment. Fill out this form to request participation in online fulfillment.
How it’s shown
The BTO format is visually distinct to inform users that the vehicle is customizable.
Ad format elements
- "Starting at" Pricing: The ad displays the base price or "Starting MSRP" to reflect the customizable nature of the vehicle.
- "Build to Order" CTA: Clicking this button takes the user directly to the start of the customization flow on the OEM website.
Minimum requirements
These are the requirements you'll need to meet to show your ads in the BTO format. If you don't follow these requirements, we'll disapprove your product and let you know in your Merchant Center account.
Feed requirements
Build-to-order (BTO) is a type of vehicle ad. While most of the vehicle ads data source specification applies, there are unique requirements listed below. For all other attributes, follow the country-specific guidelines in the main specification.
|
Attribute |
Description |
Supported values (if different from the main specification) |
|---|---|---|
|
Availability |
Required |
|
|
Vehicle fulfillment |
Required Group attribute. If you only provide online offers, use Learn more about Vehicle fulfillment [vehicle_fulfillment]. |
|
|
Mileage |
Required |
|
|
Trim |
Optional if the trim is selectable on the landing page. |
|
|
VIN |
Optional |
|
|
Color |
Optional |
|
|
Condition |
Required |
|
|
Vehicle MSRP |
Submit the starting baseline price |
|
|
Price |
Submit the starting baseline price |
|
|
Vehicle price type |
Required in Australia and Japan Leave it blank In other countries including Canada. |
Australia:
Japan:
|
|
Installment |
Not supported Even if installment data is submitted in your feed for a build-to-order offer, it won’t be displayed in the ad. Learn more about Vehicle ads installments [installment]. |
Landing page requirements
- Model specific: The landing page must represent a single, specific vehicle model.
- Configurator entry: For BTO, users must land on the first step of the configuration tool.
- Price consistency: The starting price prominently displayed on the landing page must match the price submitted in your feed.
- Dealer integration: For ads in the US, the configurator flow must ultimately connect the user with a franchised dealer to fulfill the final order.
- Call to action: The end of the customization journey must include a clear CTA, such as "Get a quote" or "Call to order."
Image requirements
- Base version image: The vehicle image in your ad must depict the base version of the model or trim that corresponds to the "starting at" price.
