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Is Pay Per Click Right For YOUR Dealership? SEO Expert Brian Carter Discusses When PPC Makes Sense

Brian Carter is a Search Marketing Expert known for his criticism of businesses spending money on Pay Per Click Search Engine Campaigns. In this clip he describes the types of business situations that would make PPC Search Advertising a viable means of generating marketing ROI for a business.

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Comment by Ben Shaw on February 28, 2009 at 9:00am
This is pretty helpful I'm trying to build and launch an online advertising campaign and didn't know a lot of this. Would it be a good idea to use PPC just in bursts for a big sale or something of that nature as a supplement to SEO? What is a realistic budget for a single brand dealership? Any advice on how to create a practical online advertising budget?

Comment by izmo cars-NOT on February 26, 2009 at 7:50am
A study released by Click Forensics the leading independent click fraud reporting service for the advertising industry reported last week:

"The average click fraud rate of PPC advertisements appearing on search engine content networks, including Google AdSense and the Yahoo Publisher Network, was 28.2%. That’s up from the 27.1% rate reported for Q3 2008 and down slightly from the 28.3% rate reported for Q4 2007.

The overall industry average click fraud rate grew to 17.1 percent for the fourth quarter of 2008. That's up from 16.0 percent in the third quarter of 2008 and from the 16.6 percent rate reported for the fourth quarter of 2007,"

The study reports that increase in click fraud can be directly attributed to more “botnets”. These are armies of little computer programs that click on Ads, resulting in advertisers paying more for clicks that do not convert. Today click fraud is the most prevalent form of cyber crime.

Traffic to websites from PPC Ads by the fraudsters increased by 31.4%, click fraud has been a known problem in our

industry for many years. Although Google and Yahoo as well as other Search Engines continue to monitor it, they have not come up with an answer.

How does it impact you?

Think of it this way, whatever you are spending on PPC a percentage is going to invalid clicks, whether it is fraud, cyber crime or even your competitor – people click on ads with the intention of depleting your PPC budget. Thereby, increasing the value of the keyword and lowering your conversion rate. These are clicks that are not interested in your product or service offering.

Many dealers are increasing PPC advertising budget thinking that it will result in a direct increase in leads. The fact is that clicks result in more traffic, but if your website is not designed to capture the attention of the user once they arrive on your landing page, the user will abandon the page without submitting a lead and – you just wasted the cost of that click.

With fraud at an all time high, and budgets at an all time low, consider revisiting your strategies and consider new ways to get higher ROI on your advertising budget. Izmo Rain Maker is an organic search solution to get you targeted traffic to convert to more leads. It is a total online marketing program: SEO, SEM & Social Media Marketing, Monthly Submissions to Directory Listings, Link Building, Navigation Optimization, Google Base for your Inventory, Blogs, Face Book, You Tube & More. Think of it as the Internet Helium for your Internet Balloons!
Comment by Andy Gross on February 25, 2009 at 10:55am
Very good video. Would like to learn more on PPC to drive service business.
Comment by Rob Fontano on February 25, 2009 at 10:43am
For the Car Dealer SEM is a great supliment to SEO. You will not survive on SEM alone.
Comment by Indie Results on February 25, 2009 at 10:22am

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