...This will be replacing the Tools tab in your AdWords account, so lets take a look at how these changes might impact your campaigns.

What is the New Opportunities Tab?
This is Googles new hub for everything to do with campaign optimization. The overview page will focus on providing budget and keywords ideas for your campaigns based on your current campaign performance. For example, if Google determines there is an opportunity for you to get more clicks by increasing your budget, this could be one of the recommendations.

What Happened to Previous AdWords Tools?
These tools are still available and can be found under the opportunities tab in the left hand side navigation. Googles currently only listing the top 5 tools, so if you want to use others youll have to click on the more tools link.

Will this test be Expanded to All Advertisers?
Google are planning to expand the tab to all global advertisers over the next few weeks. Theyll also be improving the range of optimization suggestions and tools to help advertisers improve their campaign performance.

Its pretty clear that one of the obvious benefits from this release for Google is that advertisers will end up spending more money. By making suggestions for increased budgets, or additional keywords, Google are going to get customers spending more and also increase competition/ click prices across the board.

For current advertisers I would carefully consider any changes to conversion/sales before you start increasing budgets based on Googles recommendations. Youll still need to spend money wisely on the campaigns that are generating you the best ROI, even if Google thinks you may get more clicks elsewhere.

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