Improvements are Opteo's optimisation recommendations.

Opteo scans your ad accounts every day, analysing campaign performance and looking for patterns that suggest wasted spend or missed opportunities.

When it finds something worth acting on, it surfaces an Improvement, paired with a recommended action — often something that can be applied directly from Opteo in one click.

Rather than manually digging through campaign data, Improvements highlight areas that may benefit from optimisation so you can focus your attention where it matters most.

Each Improvement follows the same pattern: Opteo identifies a problem in your account data (e.g. a search term with a high CPA, a keyword with no impressions), then pairs it with a suggested fix — often something you can apply in one click.

The suggested fix is a starting point, not a directive. It's based on the data Opteo can see, but you know your account context better than any algorithm. Before applying, it's worth a quick sense-check.

Not sure if an Improvement is right for your account?

In the Improvements section in the left-hand menu, you'll see three tabs: Active, Completed, and Dismissed.

Most of your day-to-day work will happen in the Active tab.

Click the drop down at the top to sort your Improvements by:

You can select multiple Improvements by clicking the tick box next to each one.

Once you've selected more than one Improvement, a set of bulk actions will appear at the bottom of the page.

Depending on the type of Improvements selected, you may be able to apply or dismiss them in bulk. This can be useful when reviewing several similar recommendations at once, helping you move through your optimisation workflow more quickly.

However, Improvements that require your input can't be applied in bulk.

For example, the "Classify Search Term" Improvement requires you to review if the search term should be a keyword or negative.

These types of Improvements need to be opened and applied individually. If you try to apply one of these through the queue, you'll see an "X Improvement Skipped" error message.

At the top of each group of Improvement category, you'll see a "Checks completed" indicator.

This shows how many checks Opteo has run while analysing your account, and when it was last checked. For example, it may display how many campaigns, ad groups, keywords, locations, or placements were evaluated when looking for optimisation opportunities.

This is mainly there for transparency. Even if no Improvements are surfaced, Opteo is still analysing large parts of your account behind the scenes.

You can click the Checks Completed label to see more detail about what was reviewed. If your Improvements page is empty, see Why aren't any Improvements showing?

Some Improvements include reallocation pills that estimate the potential impact of applying the recommendation.

These pills show the approximate cost savings or efficiency gains Opteo expects if the change is implemented. The estimate is based on recent performance data and highlights how much spend may be reduced or reallocated more efficiently.

For example, if an Improvement identifies placements or search terms that are spending budget without generating conversions, the reallocation pill may estimate the potential spend that could be saved by excluding them.

These estimates are intended to help you quickly gauge the scale of the opportunity and prioritise which Improvements may have the biggest impact.

If there's an improvement type you no longer want to see, you can mute it to prevent it from cluttering your improvement list.

To do this, click the (⚡️ 37 Types) dropdown in the top-right corner of the Improvements page. From here, you can disable any improvement types you don't want to see.

Disabled improvement types apply to your entire team for that specific ad account.