Optimization Tool Use Cases

Here are some key benefits and potential situations when you might want to use the following optimization tools:

Keyword Tool -- Use this tool to brainstorm keyword lists and find negative keywords. Use it while you're creating a campaign or any time you want to expand your keyword list.

Traffic Estimator -- Find keyword traffic and cost estimates to identify potential keywords to add or to optimize your keyword bids.

 By using this tool, you can better forecast your ad's performance based on your CPC bid, targeting options, and other criteria.

Placement Tool -- For most advertisers, a good keyword list will provide sufficient targeting. However, if you want more control over the specific sites where your ad appears, use this tool to find relevant websites and areas in the Display Network. For non-text ads like image and video ads, filter out placements that do not accept that ad type and format.

Opportunities -- Consider using the Opportunities tab when looking for a fast, efficient way to find new keyword ideas or recommended budgets. The changes proposed by the tool are automated and therefore best suit advertisers who do not have complex goals and can make optimization decisions without conversion data.

Conversion Optimizer -- Use this tool if your campaign focuses on conversions and you want to optimize your bids on a case by case basis. If you already have conversion tracking enabled, the tool can automatically adjust your bids to help you get you more conversions at a lower cost.

Website Optimizer -- Use this tool to test changes to your website's landing page to see which is most effective in improving your conversion results. If your primary goal is improving your return on investment (ROI) and profits, Website Optimizer can help you test which elements of your website produce higher conversion rates, which in turn will help you decide which layout produces the most conversions.