PinPoint: Manual Approach to Bid Management Will Stick

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Ad agency PinPoint Interactive Media is reverting to a manual bid management system for search marketing on behalf of its clients.

The company is breaking away from the industry standard of automated keyword management. It claims its manual bidding process has better results than automated solutions, and advocates that strong return on investment is achieved with human oversight of search campaigns.

"The strategy is to re-inject human oversight into keyword campaign management rather than rely on plug-and-play solutions," said Adam Kaufman, president of PinPoint, Coral Springs, FL.

"With most automated bid management systems, even those that claim a mix of human oversight, about 90 percent is left up to the technology," he said. "It becomes a crutch."

PinPoint determined that manual systems for bid management are as scalable as automated as long as there is the right commitment by the interactive agency.

Among the services PinPoint provides are keyword recommendations, competitive keyword analysis, keyword copywriting, strategic bidding and monitoring and ROI conversion tracking.

" The challenges that all search marketers face is getting the best results from keyword advertising while keeping costs down and protecting their brands or trademarks," Mr. Kaufman said.

"We believe that only with human oversight will our customers' brand identities truly be represented and protected in the search marketing process," he said.

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