Manual Bid Management and Bid Optimization are a very crucial part of Paid Search management and the growing ad auction market. With Bid Management we are concerned with individual keywords and lets say the goal is keeping the same position, bids are set on keywords and each keyword can strive to reach the goal, but it doesn’t care about the performance of other keywords. With Bid Optimization we are concerned with many other factors that indicate the value of a click such as user location, match quality, user query, content site. Bids are also set on keywords. but the goal is for the entire group and not individual keywords, they all work together.