Bid Management Software


Bid management software manages PPC campaigns automatically, called either rules-based (with triggering rules or conditions set by the advertiser) or intelligent software (enacting real-time adjustments based on tracked conversions and competitor actions).

Both types of automatic bid management programs monitor and change bid prices, pause campaigns, manage budget maximums, adjust multiple keyword bids based on CTR, position ranking and more.[1]

Bid boosting is a form of automated bid management that allows you to increase your bids when ads are served to someone whose age or gender matches your target market.[1]  Microsoft adCenter (Bing) was the first search engine to offer this tool.[2]



  1. ^ American Marketing Association, AMA Dictionary.
  2. ^ Lee, K., and C. Seda. Search Engine Advertising. 2009.

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