"Opportunities" on your Optimization page is an entire section dedicated to helping you improve your account performance. You can think of the page as a personal assistant who customizes opportunities for your account. It can help you to maximize your revenue and performance.
We recommend that you check your "Opportunities" page regularly. Whether you optimize your account once a day or once a month, it's constantly working in the background to spot opportunities for you to improve. And we’ll keep adding more opportunities over time.
There are several different types of opportunity that you might see on your "Opportunities" page:
Verified by experiment
If you've switched on automatic experiments, you might see opportunities with the "Impact verified by experiment" label. These opportunities are backed up by the results of experiments run by Google on your behalf. You can apply their recommended changes with confidence.
Working with your opportunities
Here's a list of the various things that you can do with your opportunities:
If you have multiple opportunities of the same type, then they'll be combined together into one details page, making it easier for you to work on them at the same time.
Many opportunities can be implemented immediately. If you're ready to proceed with the recommended changes, click Apply now (or Apply all if you're applying multiple opportunities) and the changes will go into effect immediately.
Note that once you decide to apply the recommended changes, there's no way to automatically revert back to your previous ad settings. However, you can make changes manually to your ad settings at any time.
Why you might not see opportunities
We only show opportunities if we determine that they're applicable to your site and believe they'll have a positive revenue or traffic impact. Even though you might not see any opportunities right now, we recommend that check your "Opportunities" page regularly.