Opportunities Guide

1. What Are Opportunities?

Opportunities are personalised recommendations that help you improve the performance of your Google, Microsoft, and Facebook Ads campaigns.

They’re powered by 50+ advertising metrics unique to your data, customers, business, and industry. Each Opportunity highlights a specific way to:

Increase performance
Cut wasted spend
Follow best practices
Strengthen account structure

👉 Depending on your subscription, Opportunities refresh monthly, weekly, or daily. (For more frequent updates, explore our upgrade packages here.)

2. How the Opportunity Engine Works

Adzooma combines expert-built technology with millions of data points to analyse your accounts against proven industry best practices.

Algorithms are constantly updated with new data.
Only genuinely useful recommendations are shown.
Refresh cycles depend on your subscription (monthly, weekly, or daily).

The result: actionable suggestions, not generic tips.

3. Types of Opportunities

Adzooma provides Opportunities across four key categories. Each one targets a different area of improvement:

Improve Performance – Fix underperforming elements to boost impressions and clicks. For example, adding high-performing keywords, replacing weak ads, or correcting spelling errors.
Reduce Wasted Spend – Spot areas that drain budget and act to protect ROI. Common fixes include pausing non-converting keywords, fixing broken links, or adjusting bids by device, location, or audience.
Best Practice – Ensure your campaigns align with proven advertising standards. This might mean adding call extensions, trying new ad headlines, or using stronger keywords to raise relevance.
Account Structure – Keep your accounts organised and efficient. Examples include resolving keyword conflicts, reactivating paused campaigns, or addressing overlooked setup issues.

Together, these categories ensure your accounts are not only optimised but also sustainable for long-term growth.

4. Tracking Progress

At the top of the Opportunities dashboard, you’ll see a performance summary showing:

Total actions taken – The number of Opportunities you’ve applied or acknowledged.
Budget saved – The estimated amount of wasted spend prevented by your changes.
Time saved – How much manual work has been avoided by using one-click applications.
Extra clicks and impressions generated – The uplift in potential reach and engagement from the improvements you’ve made.

This summary gives you a clear ROI snapshot of your optimisation activity. It doesn’t just show what you’ve fixed - it shows the tangible business value of taking action.

👉 Use this dashboard to track progress over time, prove the impact of your optimisations, and demonstrate results to stakeholders or clients.

5. Applying an Opportunity

Each Opportunity includes a Details button showing why it matters, what it will do, and how to apply it.

When reviewing, you have three choices:

Ignore – Skip if not relevant. Ignored items won’t reappear for 30 days for that campaign or ad group.
Acknowledge – Mark as complete after following the step-by-step guide in the native platform. If not acted on, it may reappear in the next refresh.
Apply – Push the change directly to your connected ad account in real time.

📌 History Tab – Keeps a record of all previous Opportunities and their status: Applied, Ignored, Invalid, or Expired.

6. Getting Opportunities (Connecting Accounts)

Before Adzooma can generate Opportunities, you’ll need to connect your ad accounts using Profiles and Projects.

What is a Profile?

A Profile is one ad account you connect to Adzooma (Google Ads, Microsoft Ads, or Facebook Ads).
Think of a Profile like a contact card in your phone - each card is one person, and here, each Profile is one ad account.

Your main Google Ads account = 1 Profile
Your Microsoft Ads account = 1 Profile
Your Facebook Ads account = 1 Profile

👉 You can connect unlimited Profiles, making it easy to manage multiple accounts for your business or across clients.

What is a Project?

A Project is like a folder that groups multiple Profiles together, making it easier to manage campaigns as one.

Example: “Client A” Project → Google Ads + Facebook Ads Profiles
Example: “My eCommerce Store” Project → Google, Microsoft, and Facebook Profiles

Projects let you see all Opportunities, budget, and performance across multiple accounts in one view.

Steps to Connect a Profile

From Home, Projects, or Profiles, click Add New > Add a Paid Profile.
Choose the platform (Google, Microsoft, or Facebook).
Select Connect Existing and log in with your credentials.
Tick the ad accounts you want to import > click Add Selected Accounts.
Assign the Profile to a new or existing Project.

📌 Notes:

Profiles grouped in a Project must share the same currency and time zone.
You can have unlimited Profiles and Projects.
There are three Profile types: Paid Ads, SEO, and Web Metrics.

7. Project-Level Opportunities

Opportunities aren’t just for individual accounts - they also work across Projects. At this level, Adzooma analyses all your connected Profiles together to:

Suggest shifting budget between platforms
Highlight cross-platform performance insights
Recommend linking missing accounts
Ensure accounts are structured efficiently

When reviewing Project Opportunities, you can:

Ignore – Skip for now (will reappear in 30 days)
Mark as Complete – Confirm you’ve followed the recommendation
Add to Project – Link an existing Profile
Link Existing – Connect a new advertising account

📌 History Tab – Works the same as account-level, logging all past Project Opportunities and their status.

Key Takeaway

Adzooma’s Opportunities engine is like having a PPC consultant on call 24/7. It constantly reviews your accounts, identifies problems, and suggests improvements so you can:

✅ Boost performance
✅ Save budget
✅ Follow best practices
✅ Keep your accounts running smoothly