Question

Sorry for newb question.  but if I am say targeting State of Florida and have 1, 000+ keywords such as "car dealership Tampa", buy car Tampa, car dealship Sarasota, buy car sarasota, etc.Sorry for newb question. but if I am say targeting State of Florida and have 1, 000+ keywords such as "car dealership Tampa", buy car Tampa, car dealship Sarasota, buy car sarasota, etc. what is best Keyword Match Thankspe for me to use ? broad, phrase or exact? Thanks for your help.  

Answer 1

Alex, I am the Marketing Director for a 7 rooftop Auto Group in Pittsburgh. Don’t buy any of the terms you just gave examples of. Instead. focus on two main Campaigns to start 1) Dealership and 2) Geotargets. Examples with photos below

Comments

Break your geotargets down by the pump in pump out reports dealers get from their OEM

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Micah German good to know this even though we don’t deal with car dealers rn!  

Answer 2

Phrase match type

Comments

Thanks is there any price different between phrase or broad? Google says they will provide 5, 000 leads if broad but only 500 leads if phrase, and 50 leads if exact.  

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Broad match type generate more irrelevant clicks. So phrase match type is best.  

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@roughrider37094 I wouldn’t call broad match clicks leads. You will pay for a bunch of clicks that won’t convert. Find some good niche terms or you are going to spend through their budget very quickly.  

Answer 3

BMM, phrase and exact are the best

Comments

Broad match modifier

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I can setup your campaigs Message me payme in your cheapest price

Answer 4

From my experience people dont search "car" with any real intent. Drill down to makes and models and type if you can, and send to that results page. Never use just broad. keep it toight

Comments

Thanks @sebi7919 - so either phrase or exact, right?  

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Enhanced broad as well +dealership +ford

Answer 5

Exact match your conversion keywords and mod broad for discovery

Answer 6

Use them all -> Gather data -> make decisions based off data

Answer 7

If anyone else has questions about Google Ads for Automotive then I’m your guy. We spend over $100, 000 a year on Google Ads

Comments

Do I see you bidding an enhanced max cpc of $5 on branded search terms? Please tell me I'm wrong.  

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@comanche I am. I know this sounds dumb but the reason I don’t use Max Conversions is because my Chevy GM is constantly looking us up in Google Searches. This is the best possible way for me to control our impression share and stop the constant back and forth of “I typed in Chevy Dealer in Irwin and we aren’t showing up”. We get enough conversions to do Maximize Conversions or target CPA but it leads to more conversations on why we aren’t showing up and more headaches. Like I said. it sounds dumb

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@comanche and technically. my branded terms have C Harper in them, not the manufacturer.  

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@boart I wouldn't recommend max conversions either. If your QS is 10. which it should be on branded terms, I'd go with max clicks and max cpc of 0. 60 cents. You'll still outbid all of your competition. I would guess you are around a $1 cpc right now? Give it a try. run an experiment for a month. But yes, I hear ya. Keeping the client happy is half the battle.  

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CPCs for my dealership campaigns are $2-$3 each and geos are similar

Answer 8

Use all match types except for full broad, those are extremely hard to control. Invest time into making good negative keywords lists that will put BMM under control. Gather data and then decide what you want to keep and what you want to pause. You will most certainly get irrelevant clicks on BMMs but they are good for the discovery phase.  

Answer 9

I used to manage over 200 dealerships' Google Ads in the USA. Millions of yearly budget. Shoot me questions if you have any. Whenever you set up a Google Ads campaigns for a dealership you need to go by Search Intent. The highest search intent keywords should be prioritized. Low Intent Keywords should be used only you have extra budget to spend, and I would honestly not even buy them without an audience applied (remarketing or in-market for vehicles). Example of a high intent keyword would be Honda Dealership Near Me. Example of a low intent keyword would be Best Suvs Then, there is all that is in between. Another thing. Don't try competing on keywords that are dominated by OEMs. Example: Honda CRV, Toyota RAV4, etc. If do, make sure you are taking every effort to show up below them in the SERP. If you don't, they will eat out your budgets without blinking an eye. (I know that because I manage one of the OEMs campaigns nationally now). Shoot me questions if you have any.  

Answer 10

Did a quick research. there are thousands of combinations. are you into used cars? rental cars? chevy, bmw, subaru, lexus? do you want orlando, miami, tampa, jacksonville?. you need to pick carefully. I would only use BMM and Exact

Answer 11

Bmm this make exact as you get data. If you make all match types then you will not get quality scores for most of them meaning you pay more