ChasNote

Ben Perry’s SearchInsider column yesterday ran under the headline, “Human Intervention Trumps Technology” (Mediapost). Coming from the paid search director at iProspect, that’s quite a statement!

“THIS MAY SOUND HERETICAL COMING from a guy in my line of work, but automated bidding tools are sometimes bad for your paid search campaign. Many folks at SEM firms–myself included–spend a great deal of time banging the drum about how much you can gain from using technology to bid, and how much efficiency can be gained from using a good bidding agent. However, experience has taught me that there are situations when a bidding agent simply isn’t the right tool for the job…. Because they use the past to predict the future, any unpredictable event may cause problems…. Sophisticated technology has its advantages, but having clever humans running it is what will allow you to make the most of your investment in paid search technology.”