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It’s no secret among experts in the digital marketing field that the same term listed organically will outperform a PPC Listing by about 70%. So why are so many dealers spending the majority of their digital marketing budgets on PPC vs SEO?
1. Most digital marketing companies are pushing PPC over SEO.
Why is the focus on PPC rather than SEO?
First - PPC is easy to maintain and takes little to no work once it is setup. Digital Marketing companies make between 10% and 30% commission for managing these accounts with little effort. This means BIG PROFIT MARGINS in comparison to SEO, which is labor intensive if done correctly resulting in low profit margins.
Second – and more important, is that with a PPC campaign the dealer becomes locked into spending that money every month. If they stop, their leads stop. Unlike organic listing that will stay listed until someone else out optimizes the listing. This can take months if not years depending on competition.
2. When spending money on organic SEO dealers haven’t seen results.
If Organic SEO is so great why didn’t dealers see the results?
There are a number of reasons for this; I will cover the most common.
First - There are thousands of different processes that are referred to as SEO. Unfortunately as with anything worthwhile it is the harder processes that make the difference. All too often the company selling the SEO is looking for the quick buck and is performing processes that will yield little or no results. Dealers become frustrated with the lack of results and fall back to PPC.
Second - organic listings are not gained or lost overnight; you need to be patient. Don’t confuse patient with flying blind. A good SEO company will be able to provide you with a plan and a way to measure their results. If they don’t, then save your money and look for someone else. If they don’t have enough confidence to measure themselves, then you shouldn't have enough confidence in them to spend your money with them.
We have tested and studied thousands of dealers SEO from across the country, both domestic and imports, and one consistency we have seen is that the dealers with the best organic SEO are the leaders in sales in their market place.
We’re not telling anyone to stop their PPC campaigns and turn all their focus to SEO - The best practice is a balance between the two processes. Target your SEO towards your long term goals and your PPC on immediate needs.
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