Adding Column values based on Column Heading

Hi all,

I would be grateful for help in developing a formula to add row values based on column heading name. The coulmn heading sometimes repeats so i need to match the heading name and then sum the values in a row that will have the same column heading several times. Any suggestions?


Ive attached an example. I would like to sum the values under the "Bid Column" across the whole row to make a total Bid for Demo.
Any help is appreciated.

Shaun