One of the major reasons cited by companies for not maximizing their PPC efforts is that they don't have time to keep watch of their bids on a constant basis. The administration of a PPC campaign (especially one that is spread over more than one PPC search engine) can be a very time-consuming project. If managing your campaign is keeping you from the daily tasks of running your business, you will want to look into acquiring a PPC management partner, or purchasing one or more of the software tools available that will automatically track your keyword bids and make adjustments without you having to monitor auctions manually. Beware however that left unchecked, some more basic versions of these tools can automatically bid a term into a "desired position" that might be heavily overpriced—remember your budget and ROI calculation model!