When you optimize your AdWords account, you probably start with a primary goal in mind. Some advertisers focus on increasing traffic, while others care more about keeping costs down or monitoring return on investment.

The keyword, bid, and budget ideas you currently see in the Opportunities tab aim to provide you with a balance between increasing traffic and managing costs. Starting today, however, and rolling out globally over the next few weeks, you’ll be able to choose from three common advertiser goals to match your overall optimization objectives. The three new options are as follows:
  • Maintain or Decrease Cost - Identify ideas that might help you maintain or decrease your current spend.
  • Increase Traffic - Identify ideas that can help you get more traffic at varying cost levels.
  • Balance Cost and Traffic - Review a mix of ideas that are aimed at either increasing traffic or decreasing costs.

After you choose a goal for your account, the ideas you see in the Opportunities tab will be customized to match your selection. The Opportunities tab remembers your choice of goal unless you change it, which you can do at any time.

We hope this will help provide you with even better ideas to optimize your account and we look forward to offering even more advertising goals in the future.

To learn more about the Opportunities tab, visit the AdWords Help Center or view our video playlist on YouTube.

Posted by Dan Friedman, Inside AdWords crew