Management Software to PPC Bid

Pay-Per-Click (PPC) is a fast growing trend in the search engine industry. Nearly all of the major search engines and directories have now integrated one type of PPC or another into their search results. At the moment Overture.com (formerly GoTo) is the clear leader in the PPC field, with an estimated 90% of the total PPC search market. But others such as FindWhat, Kanoodle and eSpotting are slowly catching on.

Overture currently has partnerships in place with Yahoo, AOL, AV, Lycos, Netscape, InfoSpace, MSN and Excite. People bid to purchase keywords from Overture and the top 2 or 3 bids (called Premium Listings) appear on their partner sites when searches are conducted for those keywords. Most of the time, Overture results appear above regular search results as "sponsored matches", so you can see how effective this type of campaign can be when used to draw targeted traffic to a web site.
Whenever a viewer clicks on a sponsored listing, they are taken to the advertiser�s site and the advertiser is charged for the click at the rate determined by their bid on Overture.

The main drawbacks to advertising on PPC engines to date have been :
1) The quick exhaustion of funds due to large traffic volume
2) The time consuming nature of bid rank analysis for multiple keywords
3) The impact of bid gaps on cost-effectiveness (when your bid is more than it needs to be to maintain your target rank).

When you are managing PPC campaigns for hundreds of keyword sets for multiple client sites, these problems are compounded.
Fortunately, software has sprung up to help people manage their PPC campaigns and automate the bidding process.