The bids and budgets suggestions that AdWords offers in this tab can help you to get more traffic (ie, clicks and impressions), to improve the ranking of your ad and to achieve better performance. The opportunities tab can offer you the following suggestions:
Top of the page bids
AdWords may propose you to set a bid equivalent to the estimated top of page bid for the top keywords in your account. AdWords can also show you the number clicks or clickthrough rate (CTR) that you are more likely to have each week if you increase the bids for those keywords.
The top of page bid estimate is the approximate amount of CPC bid (cost per click) you must set for your ads to be shown regularly on the AdWords top positions. If you opt to go for this amount, your ads are eligible to appear on the top 3 positions, that is to say where your potential customers are more likely to click.
Use the first page bid estimates
AdWords may propose you to set a bid amount equivalent to the estimated first page bid for keywords in your account. AdWords can also show you the number of impressions your ads were missing out during a period of seven days, because the CPC bid was too low.
The estimated first page bid is the approximate amount of CPC (cost per click) you must define for your ad to reach the first page of Google search results when the search term exactly matches your keyword. If you opt for this amount, you ads are eligible to appear on the first page of search results, that is to say where your potential customers are more likely to click.
Reduce the amount of your bid in the case of your campaigns are limited by budget
AdWords may suggest you to reduce the CPC on your campaigns that are limited by budget. We can also show you the number of additional clicks you’re likely to save each week if you reduce this amount.
By reducing the amount of your bid, you reduce at the same time your average cost per click (average CPC) , which is the average amount you pay per click on your ads. In the case of campaigns that are not limited by budget, a lower CPC can help you get more clicks without changing your budget.
Bid adjustments by geographical areas
If you have configured conversion tracking, AdWords may provide you with ideas to make bid adjustments to your campaigns, depending on geographic areas. AdWords offer these opportunities if your conversion data indicate that clicks in these regions may or may not generate conversions. We can also indicate the additional number of conversions that you are likely to have if you are implementing the bid adjustments.
Thanks to bid adjustments based on geographic zones, you can set bid more or less competitive depending on the geographical origin of research. Use this feature to focus on geographic areas that get you the best ROI.
Increase your budget
AdWords can suggest you to increase the daily budget of your campaigns that are limited by budget. AdWords can also show you the number of clicks your ads have not accrued during a period of seven days, due to a limited budget.
If your campaigns are limited by budget, your ads may not be shown as often as possible. In addition, it means that your budget is lower than the recommended daily budget. In this case, the AdWords system determines that your budget can not handle all the traffic available for your keywords. By increasing the amount of your daily budget, you can avoid missing out on potential customers.