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I'm sure your GM appreciates the fact that you are budget minded.  My budget decisions are ruled by the ROI report.  Because of Cars comparative low price, I assume that it will be a star on the ROI report.  Most of us believe that SEM is essential to our success but the effects won't show on the ROI report. 

We don't "have" to do anything but die and pay taxes.  A dealer once told me that "half of my ad budget is wasted but I don't know which half".  In my descriptions, I have a strong call to action.  I would much prefer a phone call than an email.  Phone calls, with my system, are often not sourced properly.  I have also found that many AutoTrader customers click through and their emails and phone calls are then sourced to the website.  I can justify the AutoTrader expense from my ROI report and I was both premium and Alpha.

Rob, don't take offense when people don't agree with you on DealerRefresh, it would be worthless if everyone had the same opinion and point of view.