AdWords Managers are often referred to as Google Partners/Professionals. These professionals focus primarily on account management services as a specialty and usually spend every bit of their time improving their skills to help clients with the complexity of building and managing AdWords accounts.
Tools used within AdWords include: The Google Adwords Keyword Planner, an AdWords tool which gives estimated traffic-per-month for the mentioned keywords. It provides a list of related keywords expected to be equally successful for a specific website or keyword.
The Google Display Planner, an Adwords tool to identify display network keywords, placements, and topics. It helps in expanding the reach of display campaigns while targeting relevant users for a business.