Search campaigns are essential for connecting dealerships with ready-to-buy customers. A key component of building an effective Paid Search strategy is choosing the right keyword match type: exact, phrase, or broad match. These match types determine how closely a shopper’s search needs to match your keywords for your ad to appear. Using a mix of all three helps strike the right balance between reach, relevance, and control, but some match types deliver stronger results for dealerships than others.
While phrase and exact match keywords help target specific queries, broad match opens the door to a wider pool of shoppers, people who may be using different words but have the same intent.
Here’s a quick breakdown of how keyword match types work using “Acura MDX” as an example:
| Match Type | What It Could Match To | Example Searches |
| Broad Match | Related searches, variations, synonyms | “Acura SUV for sale”, “buy 2024 MDX”, “luxury crossover” |
| Phrase Match | Searches with the exact phrase in any context | “best Acura MDX deals”, “Acura MDX near me” |
| Exact Match | Only searches for that exact keyword or close variants | “Acura MDX”, “MDX Acura” |
Dealers often lean toward phrase or exact match for control. But what we’re seeing now is that broad match, when used correctly, delivers more reach and stronger results.
Following Google’s updated guidance and with the support of AI-powered optimization tools, we applied broad match targeting to several dealers’ campaigns. The results were outstanding:
- 27% increase in TrueLeads
- 18% increase in Conversion Rate
- 21% decrease in Cost-Per-Lead
- 5% decrease in Cost-Per-Click
Thanks to our exclusive partnership with Google, we gain early access to their latest updates and insights, allowing us to fine-tune our strategies to stay ahead of industry trends and deliver top-tier performance.
Why Broad Match Keywords Work for Dealerships
- Greater Reach – Broad match shows your ads for more relevant searches, even if shoppers use different keywords. That means more exposure across the entire buying journey.
- Long-Tail Coverage – Shoppers often search in unexpected ways. Broad match captures those valuable long-tail queries you might not think to target.
- Higher Visibility– More triggered searches = more chances to get in front of serious buyers.
- Lower CPC – Broader targeting often means less competition and lower costs per click.
Advantages of Broad Match for Dealerships
- Adapts to Shopper Behavior – People don’t always search the same way. Broad match helps you meet them where they are.
- Flexible Strategy – No need to build massive keyword lists. Broad match simplifies targeting while keeping your reach strong.
How AutoQuityTM Uses AI to Supercharge Broad Match Campaigns
Today’s Paid Search landscape is too dynamic for manual keyword management alone. With AI-driven, conversions-based bidding powered by L2T’s AutoQuityTM technology, our broad match strategies make it possible to:
- Predict High-Intent Searches: Even when shopper queries are vague or unfamiliar, AutoQuityTM can detect patterns and surface your ads when buyer intent is strong.
- Auto-Optimize in Real Time: AutoQuityTM monitors campaign performance and adjusts bidding, targeting, and creative without any guesswork.
- Reduce Waste: By filtering out irrelevant traffic, AutoQuityTM helps stretch your ad spend further while keeping quality leads high.
Maximize Your Keyword Strategies with L2T
AutoQuityTM is built to take your Paid Search strategies even further. We align keyword targeting with your goals—pairing it with VIN-level ads, real-time offers, and smart bidding to connect your inventory with ready-to-buy shoppers.
Looking for a partner that stays ahead with the right tech and strategy? Contact L2T today.