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I'm really interested in Joe's answer, but here is my opinion...Unfortunately I don't think there is a hard and fast rule. If you are spending on AT, but not maximizing the benefits, then you probably need to put dollars else where. Services like AT can be very profitable for some dealers. If you are going to move the dollars, PPC is good choice. It can be an inexpensive way to add quality traffic to your website. But just being there isn't going to make all the difference in the world. You still have to maximize the benefits of PPC to get the best result. I would also suggest that if you are deciding between Text ads and Display that you should start with Text. You will typically get much higher click-thru-rates and more traffic.