PPC campaigns need to be managed and optimised over time to allow your account to be continually improving and expanding. Ongoing optimisation techniques look at what is working versus what's not, making changes accordingly to campaigns, ads, keywords, product feeds and more. This ensures your available ad spend is used to maximum effect. Google Ads and Microsoft Ads are always changing with new policies and revised best practices emerging all the time - it's my job as a PPC manager to stay on top of all of these changes for the businesses I work with.