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Joe, I have spent a great deal of time at auctions.  The winner is the guy that had his hand up when all the others said, that's too much.

My biggest issue with paid search, is that people are far less likely to click on those because they know it is an ad.  Any one of the top 4 organic placements will get more clicks than the number one in paid search.

Manny Luna is on this thread.  I have seen how he uses SEO and video to dominate organic search for his dealers.  He has a dealer in Corpus Christi (small market) that saw an increase in traffic from 4000 unique visitors to 14,000 in 90 days.  That is more traffic than the same group is getting in Ft. Worth (Major Market).   I spent four or five hours with the director at the Ft. Worth store.  He filled up two pages of recommendations on how to improve the content of his website.  How many of these changes got implemented? ....none!   His grand idea is to change websites.  I'm sorry but money only comes before work in the dictionary. 

SEM or SEO, can drive traffic to a website.  If the website (any website) isn't marketed properly, it's a waste of money.