Evaluate Search Ads 360 bid strategy performance

See a history of Search Ads 360 bid strategy changes

Next: Search Ads 360 bid strategy isn't changing bids

Search Ads 360 provides a couple of ways to view the history of changes made by a Search Ads 360 bid strategy:

If you want to see a history of bid strategy activity, including changes to bids and bid adjustments and whether the bid strategy is recommending bids, navigate to a bid strategy and view the change history report, or filter a change history report to only display changes made by the bid optimization system.
If you want to focus on just seeing the changes to bids, you can also filter the change history report to include only bid changes. The change history report 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 Search Ads 360 user.

You also have the option to download the change history reports that include the bidding history.

View a detailed change history

Navigate to a bid strategy or a label that you've applied to the biddable items in a bid strategy.
Select a time range for the report. Choose a start date on or after May 21, 2016.
If you don’t see a recent change, make sure that the time range includes today.
In the left navigation panel, click Change history.
The bid strategy ID is used to filter the change history report to include the history of changes made to and by the bid strategy. The bid strategy may have two IDs if the bid strategy was created before Search Ads 360 introduced advertiser-level bid strategies. In most cases, use the first bid strategy ID to display the most recent information.

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).
Optional. To download the detailed change history, click the download icon that appears above the reporting table.

The detailed change history shows:

Changes to bid strategy's target.
Adjustments to constraints. For example, min bid increased from .05 to .07.
Whether the bid strategy made the change or if a user made the change.
When items were added or removed from the bid strategy.
If the bid strategy is setting or recommending bid adjustments.
Changes to bid adjustments (shown as bid modifier in the Change type column)
Changes to the selected attribution model.
When a bid strategy was created or removed.
Whether cross-environment conversions are removed or included.
The conversion sources, for example, the names of the Floodlight tags, used in a bid strategy.

Learn more about change history columns.

Filter the change history report to display changes made by Search Ads 360 bid strategies

Navigate to an advertiser.
In the left navigation panel, click Change history.

The report lists every change that occurred at the advertiser scope and lower.
Select a time range on or after May 21, 2016 in the upper right corner.
Click Filter in the toolbar.
Click + Attribute ▼, and then click System.
The only available criteria is, is one of.
Next to number selected, click the down arrow ▼, and then click Clear to remove the check boxes next to the items in the list.
Select the Bid optimization check box, and then click OK.
Click Apply filters.

The change history report displays changes made by bid strategies.

View changes made by a specific Search Ads 360 bid strategy

Navigate to an advertiser, account, campaign, or ad group to scope the report.
In the left navigation panel, click Change history.

The report lists every change that occurred at the selected scope and lower.
Select a time range on or after May 21, 2016 in the upper right corner.
Click Filter in the toolbar.
Click + Attribute ▼, and then click Bid strategy.
In the next list, select a criteria such as Contains or Starts with
In the last list, enter all or part of the name of a bid strategy, according to the criteria specified.
Click Apply Filters.

Learn more about scoping and filtering change history reports.

View the bidding history of Search Ads 360 bid strategies

The option to Download bid history is no longer available. You can download a change history report that includes only bid strategy changes to keyword and product group bids.

Navigate to an advertiser.
In the left navigation panel, click Change history.

The report lists every change that occurred at the advertiser scope and lower.
Select a time range on or after May 21, 2016 in the upper right corner.
Click Filter in the toolbar.
Click + Attribute ▼, and then click System.
The only available criteria is, is one of.
Next to number selected, click the down arrow ▼, and then click Clear to remove the check boxes next to the items in the list.
Select the Bid optimization check box, and then click OK.
Click Click + Attribute ▼, and then click Change type.
The only available criteria is, is one of.
Next to number selected, click the down arrow ▼, and then click Clear to remove the check boxes next to the items in the list.
Select the Bid decreased and Bid increased check boxes.
Click Apply filters.

The change history report displays changes made by bid strategies.
Optional. Click the download icon in the toolbar above the reporting table.
Select the file format and click Download.

The report includes changes to bids and bid adjustments made by Search Ads 360 bid strategies.

View bid adjustment changes in bid strategies

Navigate to an advertiser.
In the left navigation panel, click Change history.

The report lists every change that occurred at the advertiser scope and lower.
Select a time range in the upper right corner.
Click Filter in the toolbar.
Click + Attribute ▼, and then click Change type.
The only available criteria is, is one of.
Next to number selected, click the down arrow ▼, and then click Clear to remove the check boxes next to the items in the list.
Select the Bid optimization check box, and then click OK.
Click Click + Attribute ▼, and then click Change type.
The only available criteria is, is one of.
Next to number selected, click the down arrow ▼, and then click Clear to remove the check boxes next to the items in the list.
Select any of the following check boxes:
- Bid modifier added
- Bid modifier decreased
- Bid modifier increased
- Bid modifier removed
Click Apply filters.

The change history report displays changes to bid adjustments.
Optional. Click the download icon in the toolbar above the reporting table.
Select the file format and click Download.

The report includes changes to bid adjustments made by Search Ads 360 bid strategies.

Was this helpful?

How can we improve it?