Bid-management software - Software, normally run by third parties, that manages an advertiser's ad listings on PPC search engines

Software, normally run by third parties, that manages an advertiser's ad listings on PPC search engines. When looking to win the auction for popular keywords in competitive markets, simply making a single bid and sitting back is no longer an option. As the name suggests, bid-management software allows users to manage bidding by systematically updating bids to maintain specific bid positions, move bid positions up and down to achieve specified objectives and enable advertisers to compete in bid wars. Such software can provide competitive advantage in strongly contested markets. See also bid jamming, bid surfing, time-based bidding, return bidding and bid shadowing Note also that the major search engines are introducing new features to their ad programmes on a regular basis, making bid management an even more specialized occupation. Google has recognized this and in April 2006 introduced its AdWords Editor, a free downloadable account management tool, with other players in the industry expected to follow suit.