you also don't need to automate a send if you don't want. just open up the FX GUI (that's in the bus) and click the R and W buttons to read/write. then move around your controls.
I use a send myself. but sometimes I don't want to have the whole FX, sometimes I just to adjust the feedback or level, amount of delay, exc.
then I use an automation lane to fine tune (get the node right down to the 1/16).