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Ask The Experts: How Are Keywords and Ad Text Selected?

on November 7, 2016

Our team of digital marketing experts has implemented a weekly series, Ask the Experts, dedicated to answering dealers’ questions regarding L2TMedia’s solutions and best practices. The success of our dealerships is our number one priority and we know that many of our clients have questions when it comes to what we do. So ask away!

How Are Keywords and Ad Text Selected?


The automotive industry is not only very competitive, but it is unique in that customers can be at different stages of the car buying cycle at different times. It is for this reason that selecting the right keywords is integral to capturing customers that are closest to purchase. Our paid search specialists at L2TMedia will not only select the keywords that will help to get your ad in front of the customer, but they also tailor the ad copy to your dealership’s needs and stay consistent with your traditional media messages as needed.


buyer cycle graphic

Art courtesy of forentrepreneurs.com


While Google is trying to move toward content focus, keywords are still the grease that oils the machine. At L2TMedia, we have a variety of tools that we use to help with our keyword selection. Some of the main sources we use are industry standards like Google’s Keyword Planner, Search Console, and Google Analytics.

How are keywords selected from these sources? There are several ways we select our keywords and ad text to help increase the click-through rate (CTR) of our AdWords ads:

  • Keywords are chosen based on Google’s tools in addition to keyword templates of successful keywords that we have seen and used.
  • Ad text is chosen by following Google’s best practices, which include:
    • Strong call to action
    • Pricing and promotions
    • Keyword insertion testing


We use the keywords with proven success and use ad text that entices a user to click based on incentives listed and calls to action. The key to a great campaign, however, is constantly optimizing based on results, staying on top of industry trends and revamping the keywords as needed to ensure higher CTR and lower cost per lead (CPL).


Do you have questions for our experts? Ask here!

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Ask The Experts: How Are Keywords and Ad Text Selected?