As Adwords managers we like to detail our value to clients as we tinker around in their accounts.  Often, we throw out the term “optimization” as a catch all to describe our at-the-moment efforts.  That’s probably the most honest description of what we are trying to do, but it is also very broad.  One of the more recent efforts that I have been undertaking that I describe as “optimization” to clients really just re-enforces best practices:

Adgroup “Silo-ing”:  Adwords Optimization By Way of Organization Read more »