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How Keyword Suggestions Work in Google Search Playbooks

See where BuyerBridge's keyword suggestions come from, what each metric means, and how to pick the right ones for a client's Search campaigns.

When you build a Google Search campaign in BuyerBridge, you don't start from a blank keyword list. The keyword suggestions tool (also called the Keyword Macro Tool) proposes keywords for each ad group, specific to the dealer, and shows the data behind each one so you can choose with confidence. You'll use it in Step 7 of the Search campaign deploy flow. For the big picture on Google in BuyerBridge, start with the Google Tools 101 hub.

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Where App Suggestions Come From

BuyerBridge builds suggestions from two data sources, then filters them for automotive:

  • Ahrefs, for real-world search demand and competitiveness.
  • Google Keyword Planner, for Google's own volume and cost estimates.

It then adjusts the list for the specific dealer, swapping in the dealer name, city, and OEM, so you see finished keywords rather than generic templates.

How to Read a Suggestion

Each suggested keyword shows four things:

  • Search volume: how often people search the term, for example 11,000 searches for "used Bronco for sale."
  • Average cost: the typical cost per click.
  • Keyword difficulty: how competitive the term is to win.
  • Reason: a short note on why it's recommended, grouped by intent such as local buy ("Ford dealer near me") or defend your brand (the dealership's own name).

👀 Read them together. High volume with a reasonable cost and lower difficulty is usually the sweet spot.

How Inventory Shapes Suggestions

The tool factors in the dealer's live lot inventory, so it can prioritize models the dealer actually has.

If a store has 64 Broncos on the ground, Bronco terms matter more than models they rarely stock. This keeps spending pointed at vehicles the dealer can sell today.

Choosing Match Types

Each keyword uses a match type:

  • Exact: the search closely matches your keyword. Best for high-intent terms.
  • Phrase: the search contains your phrase. Good for mid-funnel discovery.
  • Broad: the widest reach, including related terms. Use it only with a strong negative list, since on its own it can pull in "recall," "parts," and "service" queries that do not sell cars.

Using all three works for accounts someone actively manages.

For hands-off setups, default to Phrase and Exact.

Keep Brand campaigns on Phrase and Exact.

How Many Keywords

Aim for 5 to 15 keywords per ad group, all on one theme (single-theme ad groups).

For example, keep "Ford F-150 lease" separate from "Ford F-150 used." If a campaign is struggling for impressions, up to about 20 is fine.

Negative Keywords

Negative keywords keep budget on the right searches. The dealer's own name is added as a negative automatically. Campaign-level negatives handle universal junk like "free," "jobs," "recall," and "salvage." Add brand and competitor terms as negatives where they do not belong.

Adding Keywords to Your Campaign

Review the suggestions for each ad group, then add the ones that fit the theme. They drop into that ad group's keyword list, where you can still edit or remove them before you deploy.

Tip: Pick a tight set that matches the ad group's single theme rather than adding everything. A focused list outperforms a broad one.

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