The AdWords advertising system utilizes an auction-like process to decide which advertisers’ ads get to show and in which order. By bidding higher or lower, you can appear at higher or lower positions, depending on what your competitors are bidding
Bid optimization is one of the oldest features in the SEM software industry. Options for automated bidding are available but not all agencies and consultants have the budget or inclination to pay for the system to help them manage their AdWords account. So the option left to them is manually setting and tweaking bids over time.
