With rapid development of search engine users, the auto bidding for search engine keywords is stealthily rising and such kind of service is now essentially being conducted on the majority of existing search engines. For merchants, users and even the search engine service suppliers, auto bidding is of many advantages, which is also thought it has brought forth serious phenomenon of bad faith in terms of such kind of similar search websites, leading to a crisis of confidence. This text is intended to give it a full analysis on the various problems of bad faith resulted from the auto bidding for search engine keywords. And it is in consideration of the huge controlling forcing and social influence of the search engines, there lies a great need in strengthening the closer government supervision. While guaranteeing a healthy and orderly development of search engine, our purpose is to render back an honest and clean searching environment of internet information to the public.