On the surface, paid search management software has all the glitz and glam of a new-age technological marvel. It’s sleek, it’s chic, and it takes the guesswork out of your account management. After all, humans make mistakes — computers don’t. Right?
Well… maybe that’s giving them too much credit.
Automated account managers are often sold as more intelligent than they really are. Unfortunately, when you buy paid search management software you’re not getting Iron Man’s “Jarvis”…
… you’re getting a trained monkey.
Now, there are advantages to trained monkeys, don’t get me wrong. They’re great for predictable, menial tasks, and they’ll work for bananas. But you’ll want to think twice about how much of your business you hand over to them.
So, if you want to avoid monkey business in your paid search account, here are six questions you should consider before signing off on paid search management software:
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