AdWords Continuous ImprovementSite Admin
Once you start getting into PPC and learning the terminology, like many digital marketeers, you soon discover how amazing it is as a marketing/advertising tool. I studied marketing and psychology at university and many of the principles are extremely effective when approaching AdWords management.
A philosophy that has really stuck with me is Kaizen. This is a practice that focuses upon continuous improvement. This can be very successfully applied to PPC accounts.
There is a great video that highlights how small changes can make a massive difference. The video is more of a motivational speech, yes it is a little bit cheesy, but it makes sense. The 1mm shift concept is fantastic when managing PPC accounts. Changing key metrics can make significant differences to your ROI. For instance making small adjustments to the cost per click by a couple of pence.