Anyone who is serious about PPC is always looking for improvement, and the longer one has been at this practice the harder it may become to do so.  A well optimized account is after all, well -  ...optimized.  Over the life of a campaign as growth begins to taper the most important thing to do is seek out those hidden gems, the unrealized opportunity that all the scripts, SKAGS, and scouring just couldn’t seem to tease out.  At CYS we have realized these nuggets across many large accounts by opening up to the untapped potential of the bilingual and Spanish-speaking communities of the United States.