It can be pretty easy to assume that Google and Bing are automating PPC pros right out of relevance.  With basic PPC tasks, they can now happen with very little human intervention through the Google and Bing interfaces to the point where even a novice PPC manager can create and launch pretty good campaigns.

That’s a great thing because these engines have brought viable PPC to the masses.  Even the most basic shop can drive business effectively and inexpensively by tapping into the billions of searches happening daily.

But there is still a challenge – Great PPC is actually becoming more challenging than because of, ironically, automation.  Even though it’s a lot easier to operate solely  within the Google and Bing platforms, there is still a very important need for powerful third-party tools.

Let’s address the obvious head-on: Optmyzr is one of those third-party tools, so, of course, we’ll say their service is needed. It’s important, though, to have an informed discussion about the true role of automation — where, how, and when to apply machines to take PPC programs from good to great.

[Read the full post here on Search Engine Land]

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