As pay-per-click campaigns on platforms like Google AdWords and Bing AdCenter continue to report success stories to CMOs it’s no wonder why enterprise level ppc budgets continue to grow. But as the budgets grow so should the management team and that’s where many ppc automation software developers are seeing dollar signs.
The pitch goes something like this… “with our proprietary automation software you’ll never have to log into your AdWords account ever again!”
I object! I guarantee you that a “set it and forget it” attitude towards your ppc campaigns will not result in better results than manual management by a well qualified ppc manager. Yes you may spend more time manually managing your campaigns, but the end result will be an overall more efficient allocation of your budget.
Granted there are efficiencies in using software, but full-automation is not something that I’ll be a fan of until computers truly learn logic. Human logic has not yet been replaced and logic will save your budget from being misallocated time-and-time again. Currently the most effective ppc managers that I’ve come across utilize a combination of software and some human touch points to review the software’s direction before it’s automatically implemented.
Just remember how close you keep your foot to the break pedal when your car is on cruise control.