Use Google AdWords Opportunities to Enhance Your PPC Campaigns

Anne Garcia - March 15, 2012

The Google AdWords Opportunities is a lesser known tool to help you enhance your Pay-Per-Click (PPC) ad performance. Google analyzes your current budget, keywords and campaign performance to create a list of automated ideas that are customized to your AdWords account. These ideas when implemented, can potentially improve your campaign performance.

You can pick from three options in the Opportunities tab to see what suggestions Google has for your campaigns, depending on your goals. The three options are:

1. Increase traffic: Maximize clicks even if costs increase
2. Balance cost and traffic: Increase clicks with moderate cost changes
3. Maintain or decrease cost: Get the most out of your current budget

Within the Opportunities tab, Google will make suggestions on campaign budget, ad group bids, new keyword suggestions and ad sitelinks. In addition to these suggestions, Google will estimate the potential cost of implementing their suggestions as well as both the potential impressions and clicks associated with the changes.

What’s nice about Google AdWords Opportunities is that you can make direct changes to each aspect of your account. For example, when Google suggests keyword ideas, you can take them straight from the Opportunities tool and add them to the complimentary ad group.