Automation vs. Human Touch - Who Wins In PPC?
October 19, 2015
The world of digital marketing is changing almost daily, which necessitates that digital marketers change with it and adapt. This can be difficult to do when so much is changing; sometimes all at once. Day-to-day tasks and account needs don’t cease for adjustment to marketplace changes. Engines are tightening up policies and advertiser requirements more frequently than ever, in turn they require a larger scope of engine coverage to maintain lead or revenue volume.
Over the next few weeks, we’ll be reviewing the pros and cons of automation vs. human touch. Today, we’ll be looking at the pros of automation.
Allows for 24/7 touch. One unfortunate truth of human nature is that we require sleep, which is a terrible trait for a digital marketing manager. I’m kidding, of course, but the fact of the matter here is accurate. Most accounts are active 24 hours a day, 7 days a week. That means there’s an opportunity for performance to shift or change in any of those hours and it could be during the time the account manager is away from the account (for reasons beyond actually sleeping, obviously). Automation allows rules and guidelines for performance to be put in place that will keep metrics in line throughout a given day, which is clearly really important to ROI.
Eases the pains of multiple accounts, rolling up reports, etc. Long gone are the days when the bulk of brand advertisers could rely on Google and Bing alone to hit their traffic, lead or sales goals from PPC. As mentioned before, many are running in a handful of engines – if not more. Certainly making sure each of those engines is optimally performing is hard enough, but even if they are, you still have to pull data from them individually to provide segmented weekly or monthly reports to clients or your in-house team. Implementing some automation in one form or another (be it rules in the interface or a full blown software dashboard) can shorten the time and brainpower necessary to keep things on the up and up.
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