Do you mean optimize with the GeForce Experience? This option looks at your hardware and then adjusts settings for the best performance. It's an easy way to have your settings changed if you're not sure what's best. If you find optimizing the game with the tool isn't very helpful, you can always turn it off and change settings in-game yourself.
I don't personally use GeForce Experience or need it (sometimes I turn on DSR). I know enough about my own computer to change game settings. Currently, my hardware is just fine for any PC game I wish to play so I max all settings but if you are not sure about what your computer can handle... GeForce Experience is an easy tool and can update drivers for you as well.