I’m guilty for launching adwords campaigns and then just leaving them to tick over (as long as they are not losing money) and often ignoring the free information and advice that you can get from Adwords to help improve your campaigns.
The ‘Opportunities’ campaign is ideal for people experimenting with adwords. After setting up and launching a campaign, the ‘Opportunities’ tab provides you with a dashboard that give you useful stats (once your camapign has been running for a little while) on how you can increase exposure by adding suggested keywords, as well as giving you an approximation on how many extra searches your ad could potentially appear in. Adding the suggested keywords is as easy as checking the boxes of the ones you want to include and then hitting submit.
It also provides bidding advice on how to increase the performance of your ads. You don’t have to take the advice featured in the ‘Opportunities’ tab (it produces automated responses that may not always suit your site or your goals), but you should always dip in to in on a regular basis to improve your adwords education and understanding.
The video below was produced by Google to give you an overview of the ‘Opportunities’ tab in adwords as is well worth a watch.