Dealerships know they have to be first page ranked in the search engines, but many don't know how to get this accomplished. With the mindset of "I'll pay someone who knows and they can do it for me," they turn to search engine marketing companies. These companies are quick to set them up with pay-per-click and sponsored ad placement, landing pages and so-forth… they are also quick to send the dealership a hefty bill with the reminder, “you want to be first page ranked on Google, don’t you?!”
At the end of every month the dealership is delivered pretty reports that, in black and white, quantify their ROI for search engine marketing. They pay the marketing company for their well earned advertising. Everyone is happy.
Or are they?
Are marketing companies taking advantage of dealership's lack of knowledge on this subject? Can dealerships eliminate search engine marketing from their budget by being better informed? Are website companies doing their job with search engine optimization to increase a dealership’s organic search engine ranking?!?!
I came across a dealership recently that was paying $thousands on SEM. When I checked out their website, I saw that the dealership’s name wasn’t in the title bar (or in the source code!) And guess who the dealership was paying for their SEM?! The same company that built their website!
To be fair, some search engine marketing is necessary and there are companies doing a great job on SEM with the dealership’s best interests (and budget!) at heart.
Is anyone else out there upset that dealerships are getting taken advantage of with search engine marketing?