I like that it is easy to use, has many features for keyword research as well ad campaigns management with great reporting options available in real time or at any given point of your campaign life cycle! The interface could be more user friendly but other than this everything seems ok so far!! We have been using bidmax since we started our agency business about 4 years ago now (it was free back then) - no complaints here yet :) Great tool if you are looking into paid search advertising/marketing from an SEO perspective- not just bidding strategy etc.- its all there together which makes managing very simple especially when working within teams / agencies where everyone can see what's going up next without having too much overhead work involved!