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Paid Search Automation Vs. Human Innovation: Round Five

No less than three SEM automation tech firms launched this year, and we'll likely see more contenders emerge in 2008. And why not? The promise of effectively managing PPC campaigns, tweaking bids and maximizing the ROAS without having to do all of that granular analysis has appeal for both huge companies and mom-and-pop shops.

But OneUpWeb's Drew notes that while SEM automation packages offer less stress and low cost optimization, their lack of personalized, human management severely limits their value.

Some SEM tech firms give business owners a false sense of security, allowing them to think that the campaigns will completely run themselves on the software. And though there are automated keyword generation and ad copy creation tools, they cannot compete with human ingenuity and the knowledge of a company's overall marketing strategy.

So while these tools make it easier to manage PPC campaigns, Drew argues that marketers would be better served by combining that technology with a search pro's touch.

Read the whole story at StraightUpSearch »

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