It depends on the type of campaign. With Google Ads, for example, we’re monitoring the search terms that people use that result in your ad coming up. We’ll monitor negative keywords that don’t match the intent we’re looking for and add those to your negative keyword list. We’ll also be monitoring the landing page conversion rate and optimizing the design and copy of it to help ensure higher conversion rates (among many other optimization tactics). With Facebook Ads, optimization is usually all about modifying the target audience, ad images, and ad copy depending on user behavior. That’s just the tip of the iceberg. However, we can’t give away all of our secrets!