intice® Search Best Practices: Capturing Local Searches

by Marissa Marazzi on February 24, 2016

Capture Local Searches Using AdWords Keywords in Two Steps (4)

In today’s connected age, potential customers are searching information about the dealership online before they even set foot into a showroom. This is why it is imperative to target online ads with the intent of driving the consumer’s interaction from online to in store. Our job is to assist this consumer interaction and we do this by ensuring ads are showing up for local searches that are happening around our clients’ dealership’s location.

This is done by capturing local searches using different keywords match types.

Picture 3Keyword match types help control which searches can trigger your ad.

Each match type will trigger your ad to show for a customer's search in different ways. To accomplish the best ROI results it is important to understand each match type and how they impact the level of reach and the level of control.

Here's the best way to capture local searches using these match type variations in two easy steps:

1. Use phrase and broad match to help capture local searches.

It is crucial when marketing a car dealership to capture all local queries relevant to the dealership. To do this we make sure to include phrase and broad match variations of keywords. By doing this we can trigger all random variations of the keyword and take advantage of different match types. This saves valuable time from having to add and manage all possible combinations of keywords and location descriptions.

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After, if you discover any high volume queries from your phrase and broad match keywords, you can convert those into exact match for better control.

2. Turn high volume queries into exact match for more control.

By using exact match we have better control of who sees the ad due to it being precisely targeted to customers who are searching the exact (or very close) keyword. The outcome results in a higher clickthrough rate (CTR) because the ad is appearing in front of the right audience who in return will be responsive.

What results can you expect from combining forces?

By using these two steps we are able to harness the power of Adwords by using a combination of two or more keyword match types to run an effective campaign. Using both broad and exact match, the results will be reaching a broader audience while also precisely targeting who can see the ad.


At intice we understand how important it is to capture local searches in Adwords, for the goal is to transform local online browsers to in-store customers. If you have any questions or want to share how your dealership's best practices on capturing local interest, please comment below!

Topics: AdWords, Best Practices, Digital Marketing Strategies