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We have the manpower to do it manually, but would we benefit from freeing up bid management time to focus on other areas, or do these automated systems run the risk of sending us garbage traffic that will increase the amount of poor leads we get?
My apprehension stems from the horrific job that advanced broad match in Google does with matching you to only relevant searches. I don't want some automated system deciding that we could get a bunch of traffic from a popular term that some small nuance makes it irrelevant. Machines aren't good with the finer points of context in my experience.
I meant to counter PPC_Itiot's comment about humans being better than big management tools.
I think it is important to recognize that big management should always be automated to rules (like ROI or some sort of Avg.Pos/Earnings combo), but monitored by people who can manually alter decisioning.
Keyword selection however, should almost be almost entirely a human decision.
Sorry again for the typo.