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@Bill The monthly budget is my one hang up as well. I'm not sure where the cap is going to be yet but I'm sure it will be on the very low end of these type of programs.

@Joe Great ideas. I wonder if I can implement any of that without spending extra $. The new car photos probably wouldn't be feasible without help. Is there any data showing the impact of new car photos? I'm not sure about video vs still pics. I was thinking about doing video walkarounds. Can't hurt. As for incentives, our OEM website, while generally pretty lousy, does include incentives on new vehicles. I'll have to find out if it's something our current website provider can implement.

@cmjerry I hear ya. My degree is actually in journalism and I worked as a sports writer for three years. I even did some ad sales. I know first hand that it's not the way to go. I haven't gotten an audit on our keywords. That could be a good place to start. No PPC at the moment. Thanks for the ideas. I think I'm on the right track.