Google Ads Change History
Published on: December 7 2022 by Paid Media Pros
Google Ads Change History
Table of Contents
Google Ads Change History
| startTime | durationTime | text |
| 00:00:00 | 00:00:04 | at some point in your career you're |
| 00:00:02 | 00:00:07 | probably going to see a big change in |
| 00:00:04 | 00:00:08 | one of your pbc campaigns in google ads |
| 00:00:07 | 00:00:11 | now whether that change was for the good |
| 00:00:08 | 00:00:13 | or for the bad it's always important to |
| 00:00:11 | 00:00:14 | understand why the change occurred and |
| 00:00:13 | 00:00:17 | that is where the change history tool |
| 00:00:14 | 00:00:19 | can be very helpful within google ads |
| 00:00:17 | 00:00:21 | you can look within a certain date range |
| 00:00:19 | 00:00:23 | to see what changes happen within your |
| 00:00:21 | 00:00:25 | account this can be either at the |
| 00:00:23 | 00:00:26 | account level the campaign level or the |
| 00:00:25 | 00:00:29 | ad group level |
| 00:00:26 | 00:00:31 | from there you can look a variety of |
| 00:00:29 | 00:00:33 | different types of changes to see what |
| 00:00:31 | 00:00:35 | actions actually occurred within that |
| 00:00:33 | 00:00:38 | time frame even better you can even see |
| 00:00:35 | 00:00:39 | who made those changes whether it was |
| 00:00:38 | 00:00:41 | yourself to get a better understanding |
| 00:00:39 | 00:00:43 | of why you made it or if it was one of |
| 00:00:41 | 00:00:44 | your teammates you can have that |
| 00:00:43 | 00:00:46 | discussion with them |
| 00:00:44 | 00:00:47 | so within this tool we're going to look |
| 00:00:46 | 00:00:50 | at where the change history report |
| 00:00:47 | 00:00:52 | exists we're going to see what types of |
| 00:00:50 | 00:00:54 | changes you can review and then we'll go |
| 00:00:52 | 00:00:56 | back into the google ads main interface |
| 00:00:54 | 00:00:58 | and see what type of change history |
| 00:00:56 | 00:01:00 | columns you can add to your reports |
| 00:00:58 | 00:01:02 | as you can see we are in the google ads |
| 00:01:00 | 00:01:04 | interface and to find the change history |
| 00:01:02 | 00:01:06 | it's actually pretty easy just look in |
| 00:01:04 | 00:01:08 | the left hand navigation menu and |
| 00:01:06 | 00:01:10 | towards the bottom we see change history |
| 00:01:08 | 00:01:12 | in this partikular view i have it blown |
| 00:01:10 | 00:01:13 | up a little bit so my font size and my |
| 00:01:12 | 00:01:15 | other screen dimensions is pushing it |
| 00:01:13 | 00:01:17 | down but either way it's typically right |
| 00:01:15 | 00:01:19 | under your settings i had to zoom out a |
| 00:01:17 | 00:01:20 | little bit just because i wanted to make |
| 00:01:19 | 00:01:22 | sure that we can get as much information |
| 00:01:20 | 00:01:24 | on the screen at the same time i will be |
| 00:01:22 | 00:01:26 | expanding some information just so we |
| 00:01:24 | 00:01:28 | can see what some of the columns can do |
| 00:01:26 | 00:01:30 | but let's go over what you can see in |
| 00:01:28 | 00:01:32 | the view of your change history now the |
| 00:01:30 | 00:01:34 | first thing that's important to note is |
| 00:01:32 | 00:01:36 | the date range while it says custom i |
| 00:01:34 | 00:01:38 | essentially have last month's date |
| 00:01:36 | 00:01:41 | selected so within the blue box we can |
| 00:01:38 | 00:01:43 | see that there were 1.79 k changes made |
| 00:01:41 | 00:01:46 | in this account and i am at the account |
| 00:01:43 | 00:01:47 | level i quickly go over the four columns |
| 00:01:46 | 00:01:49 | that we see even though most of the |
| 00:01:47 | 00:01:52 | information is blurred out so the first |
| 00:01:49 | 00:01:54 | column is the user and the date and time |
| 00:01:52 | 00:01:55 | so i'm blurring out the user that made |
| 00:01:54 | 00:01:57 | the change the date that they made the |
| 00:01:55 | 00:01:59 | change and the time that the change was |
| 00:01:57 | 00:02:01 | made and the time is going to be from |
| 00:01:59 | 00:02:03 | whatever time zone you have set up |
| 00:02:01 | 00:02:05 | within the account settings you did this |
| 00:02:03 | 00:02:07 | when you first set up your google ads |
| 00:02:05 | 00:02:09 | account the next column is the change |
| 00:02:07 | 00:02:11 | that was made looking at the first row |
| 00:02:09 | 00:02:13 | it says one ad group had their max cpc |
| 00:02:11 | 00:02:15 | decreased and then we get the campaign |
| 00:02:13 | 00:02:17 | where this change was made and the ad |
| 00:02:15 | 00:02:19 | group where this change was made if i |
| 00:02:17 | 00:02:22 | click on the change drop down |
| 00:02:19 | 00:02:25 | it's showing me specifically how the max |
| 00:02:22 | 00:02:27 | cpc decreased what were the two amounts |
| 00:02:25 | 00:02:30 | so those were all changes but we can go |
| 00:02:27 | 00:02:32 | over and select specific changes made so |
| 00:02:30 | 00:02:34 | the first one is account changes you can |
| 00:02:32 | 00:02:36 | see most of these changes are admin |
| 00:02:34 | 00:02:38 | related they don't affect a partikular |
| 00:02:36 | 00:02:41 | campaign or ad group so in the first row |
| 00:02:38 | 00:02:43 | a specific site link feed was added in |
| 00:02:41 | 00:02:45 | the second row the custom manager link |
| 00:02:43 | 00:02:47 | changed like i said admin changes that |
| 00:02:45 | 00:02:50 | really cannot be undone let's get into |
| 00:02:47 | 00:02:52 | some more specific examples ad changes |
| 00:02:50 | 00:02:54 | in this case there were some video ads |
| 00:02:52 | 00:02:56 | created you could click the drop down |
| 00:02:54 | 00:02:58 | it's going to give you all the |
| 00:02:56 | 00:02:59 | information the name of the ad the |
| 00:02:58 | 00:03:01 | headline that we've selected the video |
| 00:02:59 | 00:03:04 | that we're using for the ad since these |
| 00:03:01 | 00:03:06 | are responsive the newer ad format for |
| 00:03:04 | 00:03:08 | youtube it's going to give me the longer |
| 00:03:06 | 00:03:11 | headline the description the call to |
| 00:03:08 | 00:03:14 | action so i know specifically what was |
| 00:03:11 | 00:03:16 | created on what date next we can look at |
| 00:03:14 | 00:03:18 | bidding changes i know the examples that |
| 00:03:16 | 00:03:20 | we saw up top were the ones that we saw |
| 00:03:18 | 00:03:21 | last in the all changes section because |
| 00:03:20 | 00:03:23 | they were created on the last day of the |
| 00:03:21 | 00:03:25 | month and that's because we have it |
| 00:03:23 | 00:03:26 | sorted reverse chronologically if i |
| 00:03:25 | 00:03:28 | click on this just to see different |
| 00:03:26 | 00:03:31 | information we get another example of an |
| 00:03:28 | 00:03:33 | ad group max cpc decreased but we also |
| 00:03:31 | 00:03:35 | get information about cpcs changing for |
| 00:03:33 | 00:03:37 | dynamic ad targets and just overall bid |
| 00:03:35 | 00:03:39 | adjustments so as i clicked on some of |
| 00:03:37 | 00:03:41 | those bid changes we get to see in one |
| 00:03:39 | 00:03:43 | of these cases a bid adjustment was |
| 00:03:41 | 00:03:45 | completely removed and then the one |
| 00:03:43 | 00:03:47 | below it there was a percentage bid |
| 00:03:45 | 00:03:48 | adjustment for a mobile audience think |
| 00:03:47 | 00:03:50 | about all the ways you can adjust your |
| 00:03:48 | 00:03:53 | bidding whether it's manually adjusting |
| 00:03:50 | 00:03:55 | your cpcs increasing or decreasing the |
| 00:03:53 | 00:03:57 | percentages of your bids setting new |
| 00:03:55 | 00:03:59 | complete bids and all the different ways |
| 00:03:57 | 00:04:01 | and areas where you can make those bid |
| 00:03:59 | 00:04:03 | adjustments all of that information will |
| 00:04:01 | 00:04:05 | be recorded within this report next |
| 00:04:03 | 00:04:07 | one's pretty straightforward your budget |
| 00:04:05 | 00:04:08 | changes some of the examples up top are |
| 00:04:07 | 00:04:11 | pretty straightforward when a new |
| 00:04:08 | 00:04:12 | campaign is created so is a new budget |
| 00:04:11 | 00:04:15 | and it's giving us more information than |
| 00:04:12 | 00:04:17 | you think we see my delivery method for |
| 00:04:15 | 00:04:19 | my ads i decided to show them evenly |
| 00:04:17 | 00:04:21 | over time it's letting me know that i've |
| 00:04:19 | 00:04:23 | selected the daily budget option and |
| 00:04:21 | 00:04:25 | that the amount i want is twenty dollars |
| 00:04:23 | 00:04:26 | per day it's more than just a dollar |
| 00:04:25 | 00:04:28 | amount they toss there why it's |
| 00:04:26 | 00:04:30 | repeating that i don't know but in a |
| 00:04:28 | 00:04:33 | different example down below a little |
| 00:04:30 | 00:04:35 | bit this is just making simple change to |
| 00:04:33 | 00:04:37 | a budget increasing it from the original |
| 00:04:35 | 00:04:38 | twenty dollars i had to a hundred |
| 00:04:37 | 00:04:40 | dollars and we could see in the user |
| 00:04:38 | 00:04:42 | date and time column i just did that two |
| 00:04:40 | 00:04:44 | days later and of course the campaign is |
| 00:04:42 | 00:04:45 | going to show us which campaign saw |
| 00:04:44 | 00:04:47 | those changes but since your budget's |
| 00:04:45 | 00:04:48 | controlled at the campaign level there's |
| 00:04:47 | 00:04:51 | nothing to show us at the ad group |
| 00:04:48 | 00:04:53 | column next you'll see access changes |
| 00:04:51 | 00:04:56 | was anyone granted access to the account |
| 00:04:53 | 00:04:57 | to either view or manage the information |
| 00:04:56 | 00:04:59 | then any relationships or partnerships |
| 00:04:57 | 00:05:01 | end and people were removed from the |
| 00:04:59 | 00:05:04 | account you can see that information |
| 00:05:01 | 00:05:05 | there next is conversion changes this |
| 00:05:04 | 00:05:07 | partikular account doesn't have any |
| 00:05:05 | 00:05:08 | within this time range but you will get |
| 00:05:07 | 00:05:11 | information on if new conversions were |
| 00:05:08 | 00:05:13 | created or imported within the account |
| 00:05:11 | 00:05:15 | if you changed any of the settings for |
| 00:05:13 | 00:05:16 | those conversions and this could be very |
| 00:05:15 | 00:05:18 | important maybe you change the |
| 00:05:16 | 00:05:20 | attribution window for that conversion |
| 00:05:18 | 00:05:22 | action so instead of a 30-day click |
| 00:05:20 | 00:05:24 | window you changed it to 90. that will |
| 00:05:22 | 00:05:26 | be recorded if you change your |
| 00:05:24 | 00:05:28 | attribution model completely you went |
| 00:05:26 | 00:05:30 | from last click to data driven that will |
| 00:05:28 | 00:05:32 | be recorded it's good to note then from |
| 00:05:30 | 00:05:34 | the date of when those changes happen to |
| 00:05:32 | 00:05:35 | your conversions potentially maybe it |
| 00:05:34 | 00:05:37 | changed the way that conversions were |
| 00:05:35 | 00:05:39 | reported within the channel even simple |
| 00:05:37 | 00:05:41 | changes like the conversion category |
| 00:05:39 | 00:05:43 | will be recorded labeling your |
| 00:05:41 | 00:05:45 | conversion a purchase or a lead form |
| 00:05:43 | 00:05:46 | submission that type of information that |
| 00:05:45 | 00:05:48 | you set up within the conversion |
| 00:05:46 | 00:05:50 | settings any little tweak you make to |
| 00:05:48 | 00:05:52 | your conversions will be recorded here |
| 00:05:50 | 00:05:54 | i'm going to click over this right arrow |
| 00:05:52 | 00:05:56 | to see that we have more options keyword |
| 00:05:54 | 00:05:58 | changes on september 1st four negative |
| 00:05:56 | 00:06:00 | exact match keywords were added to this |
| 00:05:58 | 00:06:02 | specific campaign i know it's blurred |
| 00:06:00 | 00:06:04 | out and then you can click and see what |
| 00:06:02 | 00:06:05 | those negative keywords were great |
| 00:06:04 | 00:06:07 | example of this happening is all of a |
| 00:06:05 | 00:06:09 | sudden maybe some of those negative |
| 00:06:07 | 00:06:11 | keywords might be blocking out search |
| 00:06:09 | 00:06:12 | queries that were converting well in the |
| 00:06:11 | 00:06:14 | past it's good to go back in the history |
| 00:06:12 | 00:06:17 | in a certain date range when you saw |
| 00:06:14 | 00:06:19 | keyword performance change and say oh |
| 00:06:17 | 00:06:21 | we really saw performance chains once i |
| 00:06:19 | 00:06:22 | added these negative keywords you might |
| 00:06:21 | 00:06:24 | want to remove them from your negative |
| 00:06:22 | 00:06:26 | keyword list and see if performance goes |
| 00:06:24 | 00:06:28 | back to the way it was if i close this |
| 00:06:26 | 00:06:31 | out and drop down on the other one three |
| 00:06:28 | 00:06:32 | broad match keywords were added i'm not |
| 00:06:31 | 00:06:34 | here to rip on broad match i've seen it |
| 00:06:32 | 00:06:36 | work very well in certain accounts but |
| 00:06:34 | 00:06:38 | it doesn't work all the time so if you |
| 00:06:36 | 00:06:40 | test it out adding some broad match |
| 00:06:38 | 00:06:41 | keywords within the account and also |
| 00:06:40 | 00:06:43 | you're wondering why search query |
| 00:06:41 | 00:06:45 | relevance may not be as well as it used |
| 00:06:43 | 00:06:47 | to be where spend really went up and |
| 00:06:45 | 00:06:48 | your cost per conversions really went up |
| 00:06:47 | 00:06:50 | you can potentially go back find a date |
| 00:06:48 | 00:06:52 | when these broad keywords were added and |
| 00:06:50 | 00:06:54 | either pause or remove them from the |
| 00:06:52 | 00:06:56 | account but as you can see we get it |
| 00:06:54 | 00:06:57 | from the target keyword perspective as |
| 00:06:56 | 00:06:58 | well as the negative but then google is |
| 00:06:57 | 00:07:01 | going to tell you what the match type |
| 00:06:58 | 00:07:03 | was for both the target and the negative |
| 00:07:01 | 00:07:06 | keywords audience changes if you've |
| 00:07:03 | 00:07:08 | added or removed any audiences to your |
| 00:07:06 | 00:07:11 | campaigns that will be reported here if |
| 00:07:08 | 00:07:13 | you've added any negative audiences to |
| 00:07:11 | 00:07:15 | any of your campaigns or ad groups that |
| 00:07:13 | 00:07:17 | will also be reported here next you have |
| 00:07:15 | 00:07:18 | network changes in september we've only |
| 00:07:17 | 00:07:20 | created campaigns it's just going to |
| 00:07:18 | 00:07:22 | show me the networks i have selected |
| 00:07:20 | 00:07:24 | these campaigns are all video campaigns |
| 00:07:22 | 00:07:26 | so there's really not much to show |
| 00:07:24 | 00:07:28 | except youtube search network but think |
| 00:07:26 | 00:07:29 | about the other campaign types for |
| 00:07:28 | 00:07:31 | example let's think about the search |
| 00:07:29 | 00:07:33 | network maybe you turned off the display |
| 00:07:31 | 00:07:35 | network in your targeting you had one |
| 00:07:33 | 00:07:37 | campaign that was targeting both search |
| 00:07:35 | 00:07:38 | and display if you turned off display |
| 00:07:37 | 00:07:40 | from the campaign and leave it just a |
| 00:07:38 | 00:07:42 | search campaign we'll be able to see |
| 00:07:40 | 00:07:44 | that here maybe you wanted to expand |
| 00:07:42 | 00:07:46 | reach and add search partners back into |
| 00:07:44 | 00:07:47 | your campaign targeting if you change |
| 00:07:46 | 00:07:50 | that within your campaign settings that |
| 00:07:47 | 00:07:53 | will also be reported here status |
| 00:07:50 | 00:07:55 | changes these are changes like pausing a |
| 00:07:53 | 00:07:57 | component of the campaign enabling a |
| 00:07:55 | 00:07:59 | component of the campaign or removing or |
| 00:07:57 | 00:08:01 | deleting a component so this could be |
| 00:07:59 | 00:08:04 | anything from a campaign ad group |
| 00:08:01 | 00:08:06 | keyword or ad you pause a bunch of ads |
| 00:08:04 | 00:08:08 | we'll see it here you re-enable an ad |
| 00:08:06 | 00:08:10 | group we'll see that information here if |
| 00:08:08 | 00:08:12 | you remove a campaign that has had zero |
| 00:08:10 | 00:08:14 | impressions for the past year and it's |
| 00:08:12 | 00:08:16 | just filling up space we'll see that |
| 00:08:14 | 00:08:18 | information here so again that's pausing |
| 00:08:16 | 00:08:20 | enabling or removing one of those |
| 00:08:18 | 00:08:23 | components that pretty much make up your |
| 00:08:20 | 00:08:25 | campaign structure within google ads |
| 00:08:23 | 00:08:26 | next there's targeting changes i already |
| 00:08:25 | 00:08:29 | scroll down a bit so we can see some |
| 00:08:26 | 00:08:31 | different examples you can see examples |
| 00:08:29 | 00:08:34 | of here of specific data segments age |
| 00:08:31 | 00:08:36 | ranges genders language location |
| 00:08:34 | 00:08:38 | targeting as well as some bid |
| 00:08:36 | 00:08:39 | adjustments related to those so think |
| 00:08:38 | 00:08:41 | about when you're in google ads editor |
| 00:08:39 | 00:08:43 | and you click on the targeting section |
| 00:08:41 | 00:08:45 | pretty much anything that falls within |
| 00:08:43 | 00:08:47 | that category will be shown here we see |
| 00:08:45 | 00:08:48 | optimization goal changes and there's |
| 00:08:47 | 00:08:50 | none here |
| 00:08:48 | 00:08:52 | i'll be honest i've never used that one |
| 00:08:50 | 00:08:54 | it's really not important to me so i am |
| 00:08:52 | 00:08:56 | going to skip it the next thing i want |
| 00:08:54 | 00:08:58 | to tok about is potentially undoing |
| 00:08:56 | 00:09:00 | some of the changes and i know we saw |
| 00:08:58 | 00:09:02 | that when we looked at all changes you |
| 00:09:00 | 00:09:05 | may see under the user and the date and |
| 00:09:02 | 00:09:08 | time a change was made a blue undo link |
| 00:09:05 | 00:09:10 | you can undo a good amount of changes if |
| 00:09:08 | 00:09:13 | those changes occurred within the last |
| 00:09:10 | 00:09:15 | 30 days so let's open this row up again |
| 00:09:13 | 00:09:16 | the max cpc for this ad group decreased |
| 00:09:15 | 00:09:20 | from |
| 00:09:16 | 00:09:22 | 8.47 to 8 dollars if i click undo the |
| 00:09:20 | 00:09:24 | max cpc for the ad group will go back up |
| 00:09:22 | 00:09:26 | to 8.47 |
| 00:09:24 | 00:09:28 | if i actually do click on it it's gonna |
| 00:09:26 | 00:09:30 | give you a confirmation do you actually |
| 00:09:28 | 00:09:32 | want to undo the following changes so |
| 00:09:30 | 00:09:34 | we'll get the final confirmation if i do |
| 00:09:32 | 00:09:36 | click this undo the ad group max cpc |
| 00:09:34 | 00:09:38 | will go back to the original but i need |
| 00:09:36 | 00:09:39 | to cancel out of this now another cool |
| 00:09:38 | 00:09:41 | feature about the change history is |
| 00:09:39 | 00:09:43 | going to be the filters if you know |
| 00:09:41 | 00:09:46 | specifically which campaign is seeing |
| 00:09:43 | 00:09:48 | performance fluctuations or the ad group |
| 00:09:46 | 00:09:49 | you can click on one of those options |
| 00:09:48 | 00:09:52 | search for the partikular campaign or ad |
| 00:09:49 | 00:09:53 | group name and filter just by those |
| 00:09:52 | 00:09:55 | views it'll save you a lot of time |
| 00:09:53 | 00:09:57 | instead of sorting through everything |
| 00:09:55 | 00:09:58 | that is because i am looking at it from |
| 00:09:57 | 00:10:01 | the account level now i'm going to |
| 00:09:58 | 00:10:03 | select a specific campaign |
| 00:10:01 | 00:10:06 | i chose one specific campaign we see our |
| 00:10:03 | 00:10:08 | date ranges the same but all the changes |
| 00:10:06 | 00:10:10 | went down to 93 and i don't have an |
| 00:10:08 | 00:10:11 | arrow going over anymore because these |
| 00:10:10 | 00:10:13 | are the only options we get at the |
| 00:10:11 | 00:10:15 | campaign level so yes if you're at the |
| 00:10:13 | 00:10:17 | account level you could filter by |
| 00:10:15 | 00:10:19 | campaign or you can jump within that |
| 00:10:17 | 00:10:20 | partikular campaign itself same thing at |
| 00:10:19 | 00:10:22 | the ad group level either way let's |
| 00:10:20 | 00:10:24 | stik with filters if i want to i can |
| 00:10:22 | 00:10:26 | sort by change type this can be helpful |
| 00:10:24 | 00:10:28 | if you're making a ton of changes in |
| 00:10:26 | 00:10:30 | this partikular campaign or in this |
| 00:10:28 | 00:10:32 | partikular view but you only want to see |
| 00:10:30 | 00:10:33 | certain sections of a change type |
| 00:10:32 | 00:10:35 | because i don't really need to filter by |
| 00:10:33 | 00:10:36 | audience when i can just go over and |
| 00:10:35 | 00:10:39 | click this box i'm toking about more |
| 00:10:36 | 00:10:41 | about the deep ones like bidding changes |
| 00:10:39 | 00:10:43 | we have 82 bidding changes within this |
| 00:10:41 | 00:10:46 | partikular month but maybe i only want |
| 00:10:43 | 00:10:48 | to see when i increased bids click apply |
| 00:10:46 | 00:10:50 | and then it'll filter by just those |
| 00:10:48 | 00:10:52 | changes it went from i believe 82 was |
| 00:10:50 | 00:10:55 | the number down to 58. so again it'll |
| 00:10:52 | 00:10:56 | save me a little bit more time we see |
| 00:10:55 | 00:10:59 | other options here but i want to tok |
| 00:10:56 | 00:11:02 | about my favorite which is user there |
| 00:10:59 | 00:11:03 | are 49 users in this partikular account |
| 00:11:02 | 00:11:05 | so whether they're the account owner |
| 00:11:03 | 00:11:08 | who's maybe outsourced the work to an |
| 00:11:05 | 00:11:10 | agency or you're a manager at the agency |
| 00:11:08 | 00:11:13 | you want to keep track of your team you |
| 00:11:10 | 00:11:15 | can select a partikular user click apply |
| 00:11:13 | 00:11:17 | and then it'll show you just the changes |
| 00:11:15 | 00:11:20 | for that user i only selected one but |
| 00:11:17 | 00:11:22 | you can select a variety of users if you |
| 00:11:20 | 00:11:24 | want to see a partikular team i always |
| 00:11:22 | 00:11:26 | feel weird mentioning this i do not want |
| 00:11:24 | 00:11:28 | to encourage micromanaging or looking |
| 00:11:26 | 00:11:31 | over someone's shoulder and i also don't |
| 00:11:28 | 00:11:33 | want to encourage pointing fingers if |
| 00:11:31 | 00:11:35 | performance changes for the worse what i |
| 00:11:33 | 00:11:36 | do encourage is having that open |
| 00:11:35 | 00:11:39 | discussion with whoever made the change |
| 00:11:36 | 00:11:40 | of why it was made what was the thinking |
| 00:11:39 | 00:11:42 | of the hypothesis at the time of why |
| 00:11:40 | 00:11:44 | those changes were made if it is for the |
| 00:11:42 | 00:11:46 | worse but i know from pure agency |
| 00:11:44 | 00:11:48 | experience throughout my entire career |
| 00:11:46 | 00:11:50 | i've definitely had those experiences |
| 00:11:48 | 00:11:52 | where i'm wondering like why did |
| 00:11:50 | 00:11:54 | performance change and i'll go into the |
| 00:11:52 | 00:11:55 | account look at the change history and |
| 00:11:54 | 00:11:57 | find out that the client was going in |
| 00:11:55 | 00:11:59 | there and tweaking stuff without me even |
| 00:11:57 | 00:12:02 | knowing and it really messed things up |
| 00:11:59 | 00:12:03 | so sometimes yes it could be a good cya |
| 00:12:02 | 00:12:05 | and then the last thing i want to tok |
| 00:12:03 | 00:12:07 | about is going to be change history |
| 00:12:05 | 00:12:08 | columns and that we can jump back into |
| 00:12:07 | 00:12:10 | the main interface |
| 00:12:08 | 00:12:13 | right now i'm back to the main campaign |
| 00:12:10 | 00:12:14 | view and to customize your columns we |
| 00:12:13 | 00:12:17 | need to just head over to the columns |
| 00:12:14 | 00:12:19 | section here i'll modify and within this |
| 00:12:17 | 00:12:20 | view change history has their own |
| 00:12:19 | 00:12:22 | options i want to make sure they're |
| 00:12:20 | 00:12:24 | visible right away so i'm going to get |
| 00:12:22 | 00:12:26 | rid of a bunch of these and then add in |
| 00:12:24 | 00:12:28 | all of them if you want to save it go |
| 00:12:26 | 00:12:30 | for it but i'm only making this view for |
| 00:12:28 | 00:12:31 | a video |
| 00:12:30 | 00:12:34 | so why would you want to look at change |
| 00:12:31 | 00:12:36 | history columns with your other stats |
| 00:12:34 | 00:12:37 | one example would be a quick level of |
| 00:12:36 | 00:12:39 | attention maybe you don't need to get |
| 00:12:37 | 00:12:40 | this specific with all these other |
| 00:12:39 | 00:12:43 | changes maybe you just want to look at |
| 00:12:40 | 00:12:45 | all changes if i see certain campaigns |
| 00:12:43 | 00:12:47 | haven't had any changes within a month |
| 00:12:45 | 00:12:49 | maybe even longer but they're struggling |
| 00:12:47 | 00:12:51 | from the conversion standpoint and |
| 00:12:49 | 00:12:53 | they're spending a lot of money it's an |
| 00:12:51 | 00:12:55 | easy way to see this campaign needs |
| 00:12:53 | 00:12:56 | attention whether i need to try to |
| 00:12:55 | 00:12:58 | optimize it or just turn it off until i |
| 00:12:56 | 00:13:00 | have time to optimize it sometimes this |
| 00:12:58 | 00:13:02 | could be an easier view to look at the |
| 00:13:00 | 00:13:04 | column and what changes were made during |
| 00:13:02 | 00:13:06 | this date range instead of going into |
| 00:13:04 | 00:13:08 | the actual change history report if i |
| 00:13:06 | 00:13:10 | make a specific change history column |
| 00:13:08 | 00:13:12 | view and save that view i can look at |
| 00:13:10 | 00:13:14 | one partikular campaign if i know that's |
| 00:13:12 | 00:13:16 | the campaign where performance has |
| 00:13:14 | 00:13:17 | changed and then maybe see okay what |
| 00:13:16 | 00:13:19 | changes were made during this date range |
| 00:13:17 | 00:13:21 | that might have impacted that |
| 00:13:19 | 00:13:23 | performance change one thing i would say |
| 00:13:21 | 00:13:26 | is don't get too focused on the amount |
| 00:13:23 | 00:13:27 | of changes i'm totally on board with the |
| 00:13:26 | 00:13:29 | idea of we don't need to touch |
| 00:13:27 | 00:13:31 | everything all the time if you have a |
| 00:13:29 | 00:13:32 | campaign that's been running great let |
| 00:13:31 | 00:13:34 | it keep running unless you see some |
| 00:13:32 | 00:13:36 | clear wins where you can even make it |
| 00:13:34 | 00:13:38 | better i'm also saying this because |
| 00:13:36 | 00:13:41 | sometimes these stats can be duplicated |
| 00:13:38 | 00:13:43 | for example if i pause the keyword that |
| 00:13:41 | 00:13:45 | action of pausing the keyword would show |
| 00:13:43 | 00:13:48 | up in keyword changes as well as status |
| 00:13:45 | 00:13:50 | changes we did see earlier in this video |
| 00:13:48 | 00:13:52 | that bid changes were also showing up in |
| 00:13:50 | 00:13:54 | the targeting changes view so if you are |
| 00:13:52 | 00:13:56 | making frequent changes some of them are |
| 00:13:54 | 00:13:57 | going to be duplicated and that's going |
| 00:13:56 | 00:13:59 | to make your all changes number look a |
| 00:13:57 | 00:14:01 | lot bigger than what it actually is i |
| 00:13:59 | 00:14:02 | know i've said it already but i can't |
| 00:14:01 | 00:14:04 | stress it enough the point of this |
| 00:14:02 | 00:14:06 | report is not to give you an idea of |
| 00:14:04 | 00:14:08 | making changes for the sake of just |
| 00:14:06 | 00:14:10 | making changes to me the main benefit of |
| 00:14:08 | 00:14:12 | this report is to find out when there |
| 00:14:10 | 00:14:15 | are major performance changes within an |
| 00:14:12 | 00:14:17 | account to try to help dig what was done |
| 00:14:15 | 00:14:19 | to maybe have caused those changes if |
| 00:14:17 | 00:14:21 | it's recent enough like we said within |
| 00:14:19 | 00:14:23 | the past 30 days we can just undo most |
| 00:14:21 | 00:14:25 | of the changes not all of them most but |
| 00:14:23 | 00:14:28 | then even if we can't undo them we at |
| 00:14:25 | 00:14:29 | least potentially know what changed to |
| 00:14:28 | 00:14:31 | manually go back into your campaigns or |
| 00:14:29 | 00:14:33 | ad groups and make those changes and try |
| 00:14:31 | 00:14:36 | to revert it back to the way it used to |
| 00:14:33 | 00:14:37 | be not all ideas and tests that we have |
| 00:14:36 | 00:14:40 | are going to work but having more |
| 00:14:37 | 00:14:42 | information about why it did or did not |
| 00:14:40 | 00:14:44 | work is always going to be beneficial |
| 00:14:42 | 00:14:46 | change history is a pretty good valuable |
| 00:14:44 | 00:14:47 | free tool within google ads that'll |
| 00:14:46 | 00:14:49 | hopefully get you out of some |
| 00:14:47 | 00:14:51 | troubleshooting hotspots if you have any |
| 00:14:49 | 00:14:54 | questions on the tool or have unique |
| 00:14:51 | 00:14:55 | ways you have used it to optimize your |
| 00:14:54 | 00:14:57 | account please share with the community |
| 00:14:55 | 00:14:58 | in the comments below thanks for |
| 00:14:57 | 00:14:59 | watching our video if you found it |
| 00:14:58 | 00:15:01 | useful give us a thumbs up below we |
| 00:14:59 | 00:15:02 | release a new video at least once a week |
| 00:15:01 | 00:15:07 | so if you want to see more from the paid |
| 00:15:02 | 00:15:07 | media pros channel be sure to subscribe |
| 00:15:13 | 00:15:15 | you |
