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.