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The PPC cost for Jeep/Chrysler dealerships can indeed be outrageous, especially in competitive markets. For example, in the highly competitive Boston area, dealerships have faced CPCs as high as $30. However, by optimizing campaigns, some have managed to reduce these costs to around $10 per click. This involves focusing on high-quality keywords, improving Quality Scores, and leveraging exact match keywords to avoid overbidding. Smaller dealerships need to adopt a precision approach, carefully targeting their ads and optimizing their spend to compete effectively against larger, well-funded competitors.