Google is making improvements left and right on their Adsense and Adwords programs. By adding new features, the search giant is stepping up the competition on other PPC search engines like MSN and Overture. Some of the new features can have a prety big impact on sites with more click-throughs, but I haven’t tested them out yet. Here are the new additions to the Adsense and Adwords programs as seen on the Google website. Be sure to let me know what you guys think.

Improved channels functionality: better tools to help you optimize- By now, you’ve likely discovered the power of AdSense channels when it comes to tracking ad performance. Today, we’re introducing 3 updates to channel tracking, to make this feature even more useful:

Channel reports in real-time: Until now, channel data was delayed 2 days before appearing in your reports. We’ve upgraded our system to provide real-time reporting, allowing you to quickly react to changes in your ad performance on a page-by-page basis.
Remove channels: Your channels UI has been cleaned up, by introducing a ‘Remove Channel’ option that allows you to remove channels from your active and inactive lists.
“Shift-select” for channels: When selecting channels from the Reports page selection box, use SHIFT+click to select multiple channels at once.

Improved reporting: ad unit impressions vs. page impressions- We’ve added new options to your reporting page, allowing you to select from page impressions or ad unit impressions when generating your performance reports. Not sure what this means? Check out the AdSense Support center for an explanation of page impressions versus ad unit impressions.

In addition, your browser will now remember your prior report settings each time you select a report. If you have a favorite report that you run often, you’re going to love this feature!

AdSense for content in two new languages- We’re pleased to let you know that AdSense now supports pages with content in Russian and Hungarian, in addition to the 16 languages previously supported. Account pages and support articles are also available in all 18 languages.

The Google Budget Optimizer™- a campaign management tool automatically adjusts your keyword Max CPCs on your behalf. All you need to do is set a target budget, and the Budget Optimizer will actively seek out the most clicks possible within that budget.

The Budget Optimizer helps you reach your target spend every month without requiring a lot of work on your part. You can save time, eliminate the guesswork related to setting your CPCs, and enhance your return on investment.

Please note that the goal of the Budget Optimizer is simply to help you receive the highest number of clicks possible within your budget. The Budget Optimizer will not help you achieve a specific ad position. Also, the Budget Optimizer is only available for campaigns with fewer than 10,000 keywords.