Optimizing keywords was honestly something that I didn’t think was necessary. I originally thought that when you imported your list of keywords you were done changing them, or updating if they showed with your ad. Now that I know the benefits of optimizing your keywords, I understand the importance of continually changing your list.
If you never make any changes to your keyword list, then your chances of being successful in your ad words campaign will be very slim. Its like doing daily maintenance. If you aren’t regulating your keywords then you can easily waste a lot of money on accidental key words.
Here are some resources that I would like to reference in the future:
https://www.searchenginejournal.com/6-effective-adwords-optimization-techniques-beginners/112289/
Caitlyn Udy 