Bid shadowing - A tactic used in competitive bidding for keywords for paid placement on search engines

A tactic used in competitive bidding for keywords for paid placement on search engines, bid shadowing involves maintaining a bid position slightly above a specified competitor's bid. By shadowing bids in this way, bidding profiles can be matched (competitor moves up, you move up, competitor moves down, you move down), therefore ensuring that bids are always winning, but never significantly higher than they need to be. Manual practice of such a tactic is virtually impossible, utilization of bid-management software being the norm.