An optimization is the process of creating/editing keywords and ad text (or adjusting other parts of the account) to improve the performance of AdWords ads
Based on your advertising goals, optimizations may consist of simply adding a few new keywords, while other optimizations may involve adjusting maximum cost-per-clicks (CPCs), reorganizing ad groups, rewriting ads, changing targeting options, adjusting keyword matching types, and changing destination URLs.
Generally, optimization involves techniques for improving the quality (also called Quality Score) of your keywords, ads, and campaigns. Through optimization, you can help lower your ad's cost-per-click (CPC) without losing your position on a search results page. Remember: The higher the Quality Score, the lower the price you'll pay when someone clicks on your ad.
For tips on optimizing your account, visit our Optimization Tips.
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