If you use Chromium, the open source project behind Google Chrome, you probably noticed that the browser doesn't include an auto-update feature. For those who don't want to manually install the latest Chromium snapshot, there's Chromium Updater, an unofficial application that downloads and installs the latest Chromium version. Chromium Updater doesn't run automatically, so you still need to launch the software periodically.
Installing Chromium brings you the latest features and fixes, but the builds are usually less stable than Google Chrome's releases. A safer option is to install the early access release channels for Google Chrome, which include support for auto-update. "Subscribing to the Beta or Dev channel means you'll get more frequent (but less stable) updates and you'll get to try new features first."