Let’s talk about Google Ads and the often-misunderstood “Change History.” It’s a feature designed to provide transparency, but it can sometimes lead to confusion and even counterproductive actions. Understanding how to interpret and utilize this feature is crucial for both business owners and Google Ads managers.
What is “Change History” in Google Ads
You may know about Change History. If you do not – it is a section in Google Ads where you can see what changes have been made to the account. It is a useful tool as it allows you to monitor and analyze what has been done and what was the effect.
Unfortunately “Change History” can be a curse too. When business owners check it and do not see a lot of changes, they often feel like the Google Ads manager is slacking. Then they tell him to do more changes or they try to fire and replace him. There is an emotional aspect to this – business owners are passionate about their business and want to see you care for it too. This means to see you always trying, tweaking and testing. I completely understand that, but it is not the best for performance.
The Misconception of Constant Activity
Seeing a lot of changes does not mean the account is managed well. I will venture to write that it is often harmful because Google’s algorithms need to adjust to them. When making a change you also need to allow enough time to pass and to gather enough data so you can actually have reliable information to understand how the performance was affected.
From the point of view of the business owner this may sound like an excuse, but it is the truth.
Let me give you an analogy – Do you rate your taxi driver by the number of times he took a turn and shifted gears or by how safe and quickly he drove you to your destination? I think the answer is obvious.
And now a real life example
A client had switched account managers because he felt like they were making very few changes. My guess is that he mentioned his reason during the calls with other agencies and they used his concerns as selling points and told him they would be on top of the account and make a lot of changes.
And so they did – the new agency started working and made a lot of changes every day. The revenue from the ads went down 50% from the average for the account, so the client searched for yet another agency.
This is where I took over and checked the Change History. Most of the changes made sense, but were done far too frequently. I explained to the client my thesis and asked him to be patient. After a few changes and several weeks of DOING NOTHING, the account was back to normal and achieving 1300% ROAS. It does not feel good to brag about DOING NOTHING, but the result was that the client was making tens of thousands of dollars more per month thanks to this “laziness”.
Factors Leading to Excessive Changes
I think there are a few scenarios where bad communication can cause excessive changes. Some of those changes can be harmless while others can hurt the performance by disturbing the algorithms.
- Inexperience: Newer PPC managers may believe that immediate results require constant tweaking.
- Pressure for Quick Results: Experienced managers may feel pressured to deliver rapid results, leading to hasty adjustments.
- Time-Based Billing: Managers paid by the hour may feel compelled to demonstrate activity.
- Client Perception: Managers may make unnecessary changes to appease clients who frequently check the Change History.
- Manual Bidding: Manual bidding strategies often require more frequent adjustments.
Key Takeaways:
Effective Google Ads management is about strategic optimization, not constant change. Focus on:
- Data-Driven Decisions: Allow sufficient time for data to accumulate before making significant changes.
- Algorithm Stability: Understand that Google’s algorithms need time to learn and optimize.
- Clear Communication: Maintain open and honest communication between business owners and managers.
- Aligned Incentives: Ensure that incentives are aligned with long-term performance, not just short-term activity.
Ultimately, success in Google Ads comes from a combination of strategic planning, data analysis, and patient implementation. Prioritize results over sheer activity, and you’ll be well on your way to achieving your advertising goals.