Change Log
Every campaign change recorded — who, what, when, why · Monitor your external team's actions
Why track changes? Your external team is making changes to your account right now. Every bid adjustment, budget change, negative keyword and new campaign they add should be logged here so you can: (1) understand what they're doing and why, (2) track impact, (3) hold them accountable, (4) learn enough to manage independently.
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No Changes Logged Yet
Start logging every change your external team makes. This creates a full audit trail and helps you understand what's driving performance improvements or declines.
What to Ask Your External Team to Log
Bid Changes
Every time they raise or lower a keyword bid, ask them to note the before/after and why. Bid changes directly impact ACoS — too high = expensive, too low = no visibility.
Budget Changes
Any daily budget increase or decrease per campaign. Important for understanding pacing and whether campaigns are hitting limits before end of day.
Negative Keywords
When they add negative keywords to stop ads showing for irrelevant searches. This should happen weekly from search term report reviews.
New Keywords Added
Harvesting converting search terms from auto campaigns and adding as exact match. This is how you build a winning keyword portfolio over time.
Placement Modifiers
Adjusting the % bid increase/decrease for Top-of-Search vs Product Pages. TOS usually has better conversion but costs more per click.
Campaign Pauses/Activations
Any campaign that gets switched on or off. Always needs a reason — especially important for your underperforming campaign policy.