November 19, 2013
Google AdWords doesn’t make changes quite as often as other organic factors and initiatives, but it’s still up there in terms of importance. Understanding how AdWords works and how to make the most of your AdWords plans can help save you money, stay organized, and even see greater success. The latest Google AdWords change comes from the Opportunities Tab, and fortunately for users, this change is easy to understand and will be a huge help whether you’re new to AdWords or getting to a more advanced level.
The Opportunities Tab found in an AdWords account was designed to help give suggestions and advice to users about how to improve their performance. As Google described it back in 2009, it was your “personal AdWords assistant.” It is an entire section that is dedicated to improving your campaigns—help you discover new keywords, improve bids and budgets, etc.
You typically need to have an account history to really get the most out of this little feature because it looks at your history, campaign settings, and search volume to help figure out what opportunities you have to improve. Below explains a few of the benefits of the tool:
So what type of advice will you get? Through the Opportunities tab, you will get suggestions on how to improve your keywords, bids and budgets, ad extensions, account structure, and tips for evaluating, sorting, and filtering your opportunities.
Even after the changes (discussed below) were made, the features discussed above can still be used. In other words, the changes are simply adding to the old version of the tool that is described above—not overtaking it.
Below is a screenshot from the Google announcement that shows how the new opportunities tab will work:
A few of the most recent changes include:
Google refers to these changes as “new opportunity types” that have been added to the tool, and they can be used immediately. They also stated that there will be more opportunity types coming soon, so continually check back (not to mention the fact that the opportunities for you specifically are changing each week).
It’s also worth mentioning that the Opportunities Tab is not always completely correct. In other words, it’s important to do your own analysis and make decisions based on other factors aside from just whatever this tool says. Keep these suggestions in mind, but don’t always assume everything it suggests is going to be your best move.
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