Simply because advertisers do not have the time to keep tabs on all of their bids. To receive the best value for your dollar, pay for traffic systems must receive at minimum, daily to weekly bid management depending on the number of keywords requiring attention. Some companies make bids on keywords and just log on to bring their bid up again when notified that someone has outbid them. However, it also works the other way. Keywords are dropped by some companies while others go on to other ways to market.
Some clients just let their account run out and their keywords are taken off line.
Why should you keep paying 95 cents a click for a keyword that you could now get for 5 cents. As soon as someone adjusts a bid 24 hours a day on a keyword you're using as well, you'll be notified immediately whether it goes up OR down. You no longer have to pay high prices for keywords if you can get them at a lower price. You just log on when you get a chance and make adjustments. Now we can offer a way to automate your entire procedure or leave it entirely up to us and have no worries at all.