Optimization is the process of adjusting parts of your account -- like your keywords and ad text -- as well as your website to improve the quality and performance of your AdWords ads. Through optimization, you can help meet your advertising goals, be it to gain traffic, lower costs, or improve conversions.
Based on your advertising goals, optimization can involve ad text improvements, new keywords, changes to keyword settings, strategic changes to your bids, better organization within your campaign, and changes to ad targeting options.
Here are a few more examples:
Campaign improvements Ad group improvements Website improvements
•Organizing campaigns
•Changing language and location targeting
•Changing ad delivery times and position
•Editing keywords
•Editing ad text
•Organizing ad groups
•Changing bids
•Using keyword matching options
•Changing your website to improve flow and relevancy
•Choosing the right landing pages
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