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August 1, 2006

Search Campaigns Forego Automation

Full service interactive ad agency PinPoint Interactive Media thinks marketers want to get back to the basics of manual bid management. The theory is "human analysis yields a more nuanced understanding of factors impacting campaign performance," said a company release. Instead of building out expansive automated programs, the firm is handing control back to the account manager and client to run campaigns. Though the practice was officially announced today, it's already had success with client Carlson Hotels. "We've experienced a tenfold increase in ROI using PinPoint's manual optimization approach over various automated bid management options," said Caroline Larson of Carlson Hotels.

Is it time to stop letting your campaign run itself and provide a little more administration? It could mean the added accountability that's missing in the industry.

Posted by Enid Burns at August 1, 2006 12:02 PM

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