With the new Keyword Bid History feature released to DoubleClick Search V3 (DS3), you can view historical bid decisions made by DS3 or the user for a keyword. "In DS3, the bid optimization system calculates bids for keywords in bid strategies based on user settings (e.g., position, min/max bid limits), the current bids, and real-time data (e.g., average position, average CPA)," informs Google.
In order to download a keyword's bid history follow the steps below:
- "In the DS3 UI, navigate to a keyword list page. For example, you could select a campaign in the left nav and then click the Keywords sub-tab. To select from the keywords in a bid strategy, you could click Bid Strategies in the left nav and then click the name of a bid strategy.
- In the keywords table that appears, select the check box next to the keywords whose bid history you want to see. You can select up to 30 keywords.
- The bid history file will include changes during the date range specified near the top right of the page. Click the date range to change it. You can even create a custom time frame. If you select a date range greater than 90 days, the file will only include the history for the last 90 days.
- Click Download in the toolbar above the table of keywords.
- On the lefthand side of the download panel, click Bid history report.
- Select the file format and click Download. If no bid changes occurred to a keyword during the time span, the file will contain one row for the keyword, with the keyword name followed by (no changes)," the DoubleClick Search team explained.
This bid history feature allows you to see when bids were changed along with additional data to help:
- Investigate the cause of performance changes
- Understand who made the bid change, when, and by how much. The keyword bid history will tell you whether the bid optimization system, an inbound sync, or a user (via an upload or UI update) caused the change
- Give you the power to improve keyword performance. For example, if the Bid History file shows that bid changes were constrained by the max strat bid, you may want to increase the max strat bid so the bid optimization system can more freely optimize bids.