There is a reason why people need pay per click management. It is simply too easy to set up a Google Adwords (or other PPC) campaign incorrectly or inefficiently.
I recently took over a campaign for a client who had put around 200 keywords into two different ad groups with a total of two ads between them. It is a lot faster to set up a campaign by entering all of your keywords into one ad group like this, but it can really hurt your campaign.
I run into acronyms a lot in the tech industry. Everyone assumes that you must know what all of them stand for since you are also in the tech industry. Other industries sometimes make this mistake as well. This actually relates very well to keyword marketing research and search engine optimization.
I often find that search engine optimization is an educational experience for both parties - the client and the SEO company.