SEMs are undoubtedly an integral part of paid search advertising, and the role of the SEM is not endangered by technology. At the same time, by relying too heavily on people, advertisers may unknowingly be introducing a high degree of inconsistency in their campaigns, which can lead to longer-term manageability issues and mediocre performance. Deploying technology as much as possible helps advertisers (and agencies) to better leverage their SEMs knowledge and reduce SEM burn-out. Continue reading →