Joe,
Normally, we agree most of the time. In truth, I worked for corporate stores and the PPC manager was not held accountable and was another profit center for the corporation. There was no option to DIY.
I believe that most consumers know about paid search and that is the reason why the top position captures only 6% of the clicks on the page. In organic, the first position gets 38%, 2nd gets 13%, 3rd gets 10%, forth gets 8% and the 5th position gets the same as the number one position in paid search.
A friend does the SEO for a Mazda in the Dallas area. This sits between Dallas and Ft. Worth in the Mid Cities. I don't know anything about Mazdas and have never worked for a Mazda dealership.
Concerning the being "boxed out" of organic, lets look a some common search phrases and positions in organic search:
Search phrase .........................Positions in organic search
New Mazda Fort Worth .............2nd, 5th, 6th and 8th
Mazda6 Fort Worth ..................2nd and 8th
New Mazda Arlington, TX ..........1st, 2nd, 4th, 7th and 8th
Mazda6 Arlington, TX ...............1st and 4th
New Mazda DFW .....................1st, 4th, 5th, 6th and 8th
I didn't pick and chose the search phrases. Those were the first few I though of, not knowing the product. He goes after 10 adjacent markets. I was told (actually copied on a email) sent from the E commerce Director that their phone calls and lead submissions increased 400% in 30 days. For the first time that store was the Mazda leader in the Metroplex. I met the Internet Director, at that store, and he is sharp, dedicated with good processes. I didn't see the bill but I understand this was accomplished for about what they spend on AutoTrader. She has 6 rooftops and understand that all will soon be on the program.
Just about nine months into retirement. Got to get cleaned up it is free pool and cheap beer at my favorite watering hole.
