Don’t worry – this isn’t going to be one of those “it’s either this or that” pieces of content about whether you should automate your PPC management or handle it all manually. I think it’s only fair to get that out of the way right out of the gates. Last week we looked at the pros of automation. Today, we’ll be touching on a couple of pros for manual touch.
Algorithms and automation don’t always see through the entire lead or sales funnel. This is perhaps what I see as the largest drawback to most automation software options. While a lot of optimization can occur based on interface-level data and metrics (CPL, CPC, CTR…) – more often than not the actual goal metric being measured includes cost per acquisition or lifetime revenue value of a sale, which are difficult for software to see since they tend to be calculated offline. If automation is something that’s required or necessary for your brand, make sure this step is evaluated manually and then the automation is adjusted based on the most top-line performance goals and not just those that are measurable online.
Even automated processes require manual tweaking or set up, so why not keep it all in your knowing hands? As briefly discussed above, most software algorithms require a few X’s and Y’s to be input to the dashboard before the automation can really begin. Beyond that, technology isn’t always trustworthy. Have you ever sent an email only to find out from a co-worker a few days later that they never received it? We’ve all been there. Things get jammed up in junk filters or whatever other scenario can arise, and it causes a negative reaction. If this happens in PPC, it can mean lost money for your brand or client, which doesn’t tend to be an easy conversation to have with those in charge. If you know you’re going to have to manually tweak or check on the automation no matter what, how much time are you truly saving with utilizing it in the first place? Something to consider!