Automate Your Way To SEM Success

As it’s the time for New Year’s resolutions — high ideals for which we aim in order to improve our lives in any number of ways — my advice to you is to resolve to increase the amount of automation used within your SEM campaigns.
Why? Well, my philosophy has always been that an account manager’s strategy will be the making or breaking of a client campaign. Small changes here and there can nudge performance in the right direction, but an overall vision is what can lead to changes that help performance reach a global, rather than local, maxima.
So it would seem odd to be advocating as much automation as possible. However, it’s a long-held view of many experienced PPCers that getting rid of as much heavy lifting as possible — in this case, by handing it off to an automated process — will free up your time for the all-important strategizing that a machine can’t do.
To help make this point

Search Engine Land Source

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