This PPC bid management strategy is for less competitive keywords in search network. You start by bidding low because for less competitive keywords, your ad can easily position on the first page. However as times goes by, more competitors may come to compete for the same keyword. You’ll then slowly increase your bidding price to stay on the first page. By then you already has a good quality score, so you don’t have to bid as high as the new ads. All you have to do then is to maintain your ad on the first page.