Exploring my Google Adwords Opportunities Tab, I discovered a feature I hadn’t yet seen before within the Keyword Bid Ideas field the -“Show bid ideas that: Increase traffic | Decrease cost” links.
Adwords Opportunities Decrease Cost
I had used the increase traffic suggestions in several accounts yet hadn’t ever noticed the decrease cost option.
More about the “Increase Traffic” or “Decrease Cost” Keyword Bid Ideas:
Increase Traffic Decrease Cost
These two options appear when the Opportunities Tab is set to show ideas to meet the Adwords account goal of Balancing Cost and Traffic.
Balance cost and traffic
Of course decreasing advertising costs will also likely lower the number of ad impressions delivered and clicks generated.
Consider decreasing advertising cost an option only if and when all other Adwords account optimization tactics have been exhausted.
Search Marketing Communications 
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