To make your campaigns better over time and enable you to build upon them, ongoing management and optimization are required. This entails making suggestions for new campaigns, checking to see if the budget is sufficient and suggesting where to increase it, creating new ad groups and keywords, pausing ineffective ads or keywords, making suggestions about where to increase the budget, making sure your ads aren’t being displayed for irrelevant keywords, and much more. The advertising environment is dynamic. Every time an ads is shown, millions of computations are made in a real-time auction. By optimising it, your campaigns will keep getting better and more successful.