See a history of bid strategy changes

DoubleClick Search (DS) provides a couple of ways to view the history of changes in a bid strategy:

  • If you want to focus on just seeing the changes to bids, you can download the bidding history for one or more biddable items. The bidding history shows each change made to a bid, when the change was made, and whether the bid was automatically changed by a bid strategy or manually changed by a DS user.
  • If you want to see a detailed history of bid strategy activity, including how often bids are evaluated, the target that the bid strategy is trying to achieve, and the rationale behind any changes that the bid strategy makes, view the full change history in the DS UI. The detailed history also includes changes to bids, along with much more information.

Download the bidding history

  1. Navigate to a bid strategy or a label that you've applied to the biddable items in a bid strategy. Then click the Keywords tab or Product groups tab.

  2. In the reporting table, select the check box next to the items whose bid history you want to see.
    You can select up to 30 items.

  3. Select a time range for the report that's 90 days or shorter.
    The bidding history will include changes during the specified range. If you select a range longer than 90 days, the downloaded file will only include the history for the last 90 days.

  4. Click Download in the toolbar above the reporting table.

  5. On the lefthand side of the download panel, click Bid history report.

  6. Select the file format and click Download.
    If no bid changes occurred to a biddable item during the reports time range, the downloaded file will contain one row the biddable item, with the name followed by (no changes).

The columns in the downloaded history file (click here for an example) provide a snapshot of each bid change. They include:

Bid history column

Description

Keyword max CPC

Product group max CPC

The new max CPC amount.

Min bid

Max bid

Only applies for bids set by the DS bid optimization system.

Bid status

Only applies for bids set by the DS bid optimization system.

  • Normal: DS was able to choose a bid without being constrained by the min strat bid or max strat bid.
  • Clamped by max bid: DS would have chosen a higher bid but was constrained by the max strat bid.
  • Clamped by min bid: DS would have chosen a lower bid but was constrained by the min strat bid.

Change source

Whether the bid change was a result of:

  • Optimization: A change from the bid strategy system.
  • Inbound sync: A sync that a DS user initiated.
  • Bulksheet upload: An upload from a DS user.
  • Web interface: A change that a DS user made directly in the DS UI.

User

Contains one of the following:

  • System change : indicates that a bid strategy made the change.
  • An email address: provides the email address of the DS user who made the change.

Trafficking time

When the bid change was sent to the engine.

Bid optimization time

When the DS bid optimization system evaluated the biddable item to determine if a bid change was necessary.

Manual override expiry time

If a DS user manually overrides a bid strategy's bid, this column indicates when the manual override will expire. After this time, the bid strategy will resume optimizing the bid.

Bid strategy

The biddable item's bid strategy.

View a detailed change history

  1. Navigate to a bid strategy or a label that you've applied to the biddable items in a bid strategy. Then click the Keywords tab or Product groups tab.

  2. In the reporting table, do one of the following:

    • Select the check box next to the items whose history you want to see.

    • Use a filter to display only the specific items whose history you want to see.

      Each biddable item can have several rows of changes, so take the time to limit the report to just those items whose history you want to see. Selecting fewer items will result in a more manageable report.

  3. Select a time range for the report.

    • DS can show your change history back to the time when you first onboarded to DS or your advertiser was upgraded to DoubleClick Search (V3).
    • If you don’t see a recent change, make sure that the time range includes today.
  4. On the righthand side of the toolbar above the performance summary graph, click Change history.
    A history of all changes made to the items appears in the table.

    You may see multiple changes in one row if they were made together (for example, if you uploaded a bulksheet with multiple changes to one keyword).

  5. To download the detailed change history, click the Download button that appears above the reporting table.

The detailed change history shows:

  • The bid strategy's target at the time of bidding:
    • If it's a CPA, ERS, or ROAS target, what's the targeted value at that point in time?
    • If it's a position goal, what's the targeted range at that point in time? Within that range, what exact average position value is the bid strategy targeting?
      Known issue: The change history doesn't indicate when bid changes were due to staying within a monthly spend target. In these cases, the summary field may be confusing.
  • How often and when the bids are evaluated.
  • How constraints impact bidding decisions.
    For example, the change history reports:
    • When DS can't update the bid due to min/max bid limits set for specific biddable items.
    • When the bid is edited by someone other than the bid strategy system, and therefore the bid strategies are placed in a 24-hour hold.
  • For position bid strategies, the observed average position or impressions at the time of bidding.
    For example:
    • Target pos: 1.5. Actual pos: 1.4
    • Actual pos is NA due to 0 impr
  • When events were added or removed from the bid strategy.

Learn more about the columns that appear in this report.

 

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