Optimizing your Adwords account will ensure that you're spending your dollars as effectively as possible. Google prizes 'relevance' of results above all else. As you make efforts to target your ads, you will see an increase in ad delivery and a subsequent increase in ad performance.
Optimizing your Adwords account will help you spend less money, convert more leads and be more successful with Adwords all together. Positive optimization will increase your Adwords Quality Score, resulting in lower CPC (cost per click) for a higher adwords position. Not only that, if you optimize your account and get 15 conversions in 30 days, you're eligible for CPA (cost per acquisition) bidding!
Originally published Aug 3, 2011 3:35:00 PM, updated December 16 2013