Every digital marketer has wondered at some point: Should I let automation take the wheel, or is manual campaign management still worth the effort?
With platforms like Google Ads and Meta championing automation, it’s easy to feel like manual campaigns are heading for extinction. But are they really?
Let’s cut through the noise and get to what really matters—when automation makes sense, where manual campaigns still shine, and how you can balance the two to drive results you want.
Why Automation Sounds So Tempting
Automation tools can feel like a marketer’s best friend. Who doesn’t want to save time, let algorithms optimise bids, and have creative testing handled for you? And for good reason, automation really does provide some clear benefits:
Efficiency at Scale: Need to manage hundreds of ads across audiences? Automation thrives in high-volume scenarios.
Real-Time Optimisation: Algorithms adjust bids and targeting on the fly, adapting to performance data faster than you ever could.
Broad Reach with Less Work: Automating audience targeting can uncover segments you may not have thought to explore.
It’s hard to argue against features that streamline your workload and (sometimes) boost results. But is it always a home run?
Where Automation May Not Be The Best Option
Despite the bells and whistles, automation isn’t perfect. Here’s where it can stumble:
Blind to Nuance: Algorithms don’t understand cultural context, emerging trends, or your audience’s quirks. They only know what the data tells them.
Over-Optimising for the Wrong Goals: Ever had an automated campaign hit a great CPC but miss the mark on revenue? Automation often focuses on surface-level metrics rather than deeper objectives like customer lifetime value (CLV).
Limited Transparency: Have you ever looked at a campaign report and thought, Why did the algorithm do that? Automation often skips the “why,” leaving you scratching your head.
Manual Campaigns: Why They’re Still Relevant
Manual campaigns take more effort, but they can deliver in ways automation simply can’t. Here’s why they’re still valuable:
Granular Control: Want to target an ultra-specific audience with a message created specifically for them? Manual campaigns allow you that precision.
Flexibility for Testing: Trying a bold new strategy or entering a niche market? Manual campaigns let you experiment without an algorithm pushing back.
Better Insights: Analysing manual campaigns often gives you deeper understanding of why something works (or doesn’t), helping you make better data-driven decisions in the future.
For example, if you’re launching a new product or targeting a high-value segment, manual campaigns let you stay nimble and strategic.
Is It One or the Other?
The truth is, manual and automated campaigns both have their strengths. The secret lies in knowing when to use each one.
How to Strike the Right Balance
Let’s talk strategy. Here’s how you can get the best of both worlds:
Let Automation Handle the Mundane
For tasks like broad audience targeting, bid adjustments, and optimising for straightforward goals, automation is your ally. Free yourself up to focus on the bigger picture.
Use Manual Campaigns for Precision
When launching a new product, testing a specific audience, or running a highly tailored campaign, go manual. Here’s where human insight and creativity outshine algorithms.
Combine Both for the Best Results
Think of automation as your safety net and manual campaigns as your ace card. For instance:
Use automation to identify high-performing keywords or audiences.
Transition those insights into manual campaigns for deeper testing and refinement.
Let automation scale the strategies that work.
Don’t Set It and Forget It
Even if you lean heavily on automation, it’s not a "fire-and-forget" solution. Regularly review your campaigns to make sure the algorithms are aligned with your goals—not just the platform’s default settings.
What’s the Future of Campaign Management?
The truth is, automation will only grow more sophisticated, but the best campaigns will always involve a human touch. Algorithms are great at crunching numbers, but they lack the creativity and context to understand your brand and audience fully.
Manual campaigns aren’t dead, they’re evolving. And when paired strategically with automation, they’re more powerful than ever. The real winners in digital marketing are those who can master both.
Final Words
Automation is a tool, not a replacement. Use it to handle repetitive tasks and scale campaigns, but don’t shy away from manual control when precision and strategy are essential.
So, no, manual campaigns aren’t dead. But you shouldn’t ignore the benefits of automation either. The trick is knowing when to step in and when to let the machine do its thing.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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