The Human Interaction of SearchPaid search marketing has become a game of technology one-upping. Reminiscent of schoolyard arguments, companies are reaching into their toolbox for what they think is going to be the biggest and best bid management solution.
These firms and many of their clients have saddled ever-increasing search marketing budget to the concept that the biggest impact on consumers engaged in search can be had through the management of positioning and bids by way of automated programs. All of this is done in opposition to the truth that when consumers engage in a search they experience many variables that will have a more lasting effect than where a listing is positioned.
Companies focused on improving overall search results are ensuring that what drives their programs are the elements that when manipulated don't just increase likelihood of exposure (as bid management does) but ensure a greater probability of a click and a subsequent conversion.
As MSN, Yahoo and Google explore the future of demographic targeting along with the expansion of contextual opportunities, marketers who remain tied solely to bid management tools will find their upside for better ROI capped.
Marketers who better understand the search engagement that occurs and can control the human interaction points best will be the conquering heroes. These smart marketers choose their technology for vigilance but recognize that it's the humans who provide the intelligence.