AdWords is a thing a lot of us can’t get their hands around. Data, competition and other influences complicate the subject as well. There have been some changes in the past on how to best deal with these tools and this infographic gives an oversight on how it can look like today.
There is no one solution that fits all and AdWords optimization begins with structuring the data in a way that enables performance. Have a look to see how the new way of doing things makes optimization possible.