As part of their ongoing development of the new AdWords interface, Google has announced the roll-out of their 'Opportunities' function for advertisers. This is a new section in the AdWords account interface that is designed to give advertisers additional cost-effective traffic through search term suggestions based on the existing campaign structure.

The Opportunities tab can be used as a way to further optimise an AdWords account. It provides a quick overview of Google's customised keyword and budget suggestions for active campaigns and adgroups. Advertisers can also compare the potential impact of different ideas before they make any changes, so for example they can increase the keyword coverage for a specific product, or have adverts appear more often for existing keywords.

This is the type of strategy that professional AdWords advertisers should be using on a regular basis, but for others it brings to the fore some of Google's existing tools that can help a campaign, or if not used carefully, enhance Google's revenue!