Google AdWords in "Opportunities Tab" currently shows "keyword, bid, and budget" to provide you with a balance between increasing traffic and managing costs. Now, Google is rolling out globally, an "ability to choose from three common advertiser goals to match your overall optimization objectives.
- Maintain or Decrease Cost - Identify ideas that might help you maintain or decrease your current spend.
- Increase Traffic - Identify ideas that can help you get more traffic at varying cost levels.
- Balance Cost and Traffic - Review a mix of ideas that are aimed at either increasing traffic or decreasing costs.
After you choose a goal, the ideas you see in Opportunities tab will be customized to match your selection, and OT remembers your choice of goal unless you change it, which you can do at any time," noted Google.
More Info: AdWords Help Center