Many AdWords users are unaware of the benefits the Opportunities tab provides, such as finding out how you compare to your competitors. One function it provides is suggesting keywords from Google for your site – an invaluable tool but tricky for those who haven’t used it before.
Goals
Keep different goals in mind when using keyword and bid alternation suggestions for your AdWords account. You can select different goal suggestions from a drop-down menu under more general goal tabs, such as Increase Traffic, which has the most specific suggestions. Naturally, this function isn’t completely altruistic – with more keywords in your account, you’ll receive more clicks and Google will make more revenue. It will also give you more quality clicks and therefore more sales, creating a win-win situation for all.
Beware of some of the other suggestions for account optimization, as these may be lacking in quality. To sum up the goals objective, you can use it to find new keywords but disregard ones that are not useful.
Keyword Suggestions
This part of the Opportunities tab is most useful when it comes to conducting keyword research. These suggestions are provided by Google’s automated search tools, which take search data and then compare it to themes in your keyword lists, creating lists of relevant keywords that you do not already have in your account.
Suggestions are provided by ad group level, so you will see a number next to each ad group that corresponds with the number of keyword ideas Google has been able to find. As with any other suggestions, go through the list to make sure they are all relevant by clicking on the ad group to see the keywords.
Analyzing Suggested Keywords
As you go through the suggestions list, you will have three ways of judging the suggestion.
- If the suggestion is fine, check the box next to the idea and hit Apply Now to add the keyword to the ad group.
- If the suggestion is irrelevant to the current ad group, but might fit another, select “Keyword is irrelevant to this ad group”.
- If the suggestion will not work with either the current ad group or any others, select “Keyword is irrelevant to my account” to stop that keyword from appearing again.
The Opportunities tab will also display the estimated search volume and amount of competition for each keyword, which will help you decide whether it is worth adding to your account.
If you’ve never used the Opportunities tab, check it out to help draw more quality traffic to your website. However, always remember to take all suggestions with a grain of salt to use the tool to its maximum potential.
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