1. A system for updating a bid for an advertisement of an advertiser, the system comprising: a query engine configured to receive a query from a user, the query engine being configured to request a text search based on the query; and an advertisement engine in communication with the query engine and configured to receive an advertisement query, the advertisement engine comprising a query processing module configured to select an advertisement position for the advertisement based on a bid stored in a bid database; a bid update module configured generate a suggested bid and automatically update a current bid in the bid database based on the suggested bid, wherein the bid update module is configured to determine a maximum profit position for the advertisement and generate the suggested bid based on an envy free point for the maximum profit position.