• Pure Visibility, Thursday, June 18, 2009 5:45 PM

Automated tools to manage and generate paid search ads and keywords are helpful, but don't rely solely on machines to do all the work. Jessica Hullman explains there are pros and cons to both human and automated paid search methods.

Before you go "firing the humans and automating" big accounts, there are a few "constraints" SEO professionals should consider, Hullman writes. For instance, knowing enough about the tools can help you sidestep mishaps, such as advertising on the phrase "black leather belt" that the automated tool might recommend, when you actually sell "black belt six sigma." Of course, advertising on the wrong keywords is money flushed down the tubes.

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