Pay per click or PPC bid management software can be purchased by an advertiser to manage pay per click bids for a particular website. These software programs are meant to manage the pay per click bids so that an advertiser does not end up paying too much for the keywords that the website being advertised targets. The PPC bid managements software uses rules-based software and intelligent software to manage the pay per click bids for the advertiser. Rules-based software works by triggering rules or conditions set by the advertiser to raise and lower bids when necessary or stop bidding all together. Intelligent software works when it enacts real-time adjustments to pay per click bids based on conversion and competitor actions which are tracked by the software.
Both types of the PPC bid management software perform multiple functions on their own without requiring an actual human being to run them. The functions performed by the pay per click bid management software make it possible for campaigns to be on-going, without the advertiser worrying about budget and keeping track of multiple variables. These functions include:
Monitoring bid prices
Changing bid prices
Managing budget maximums
Adjusting multiple keyword bids based on click through rates
Adjusting multiple keyword bids based on position ranking