Overview

What is on the Overview, top to bottom?

• Google's auto-apply, when it is on in the account.
• Google's hand in the account: Google's open recommendations, the assets it made, and the campaigns where its automation can make more (Recommendations).
• The daily trend chart, with the account's timeline marked on it.
• Did it work?: this month's changes by their verdict (did it work).
• Targets: each target against your goal and your break-even (targets and profit).
• What you can't see: where the spend went that no search term shows (what you can't see).
• The campaigns.

Each panel except Did it work? appears only when it has something to say. The chart, What you can't see and the campaigns follow the window at the top right. Did it work? always covers this month, and the auto-apply caution, Google's hand and Targets read the account as it is now.

What do the chart's dots mean?

Daily trend plots one figure at a time; switch between spend, clicks, conversions, value, cost per conversion and ROAS above it. A dot on the baseline marks a day with a change or a note: a filled dot for a note or a change that steers the account (a budget, target, bid strategy, status or switch, or a negative or keyword sent from Adintel), a ring where what is counted changed or the data was corrected, and a small dot for any other change. Anomalies and briefing items are not marked. Hover a day to read its lines; click a day, or Add a note, to write a note. On cost per conversion, a red triangle at the top marks a day with spend and no conversions.

What is the auto-apply caution?

When Google's auto-apply is on, Google's auto-apply is on lists each type it applies, riskiest first: adding keywords, broadening match types, raising budgets and loosening targets lead. With only medium or low risk types on, it is one line with Review. Pause stops a type, after you confirm it. Google does not tell outside tools, Adintel included, what some types are; they show together as one row marked Risk unknown, with Review in Google Ads. Only a type paused from Adintel can be turned back on from here; with nothing else on, the panel then reads Auto-apply paused from Adintel.

What do the campaign rows show?

Each campaign's figures for the window, with its budget and bid strategy under its name. Open a row for CTR, conversion rate, impression share and the share lost to budget. On a window of more than one day, both shares are worked out from the daily figures and marked ~approx, since impression share does not add up across days. Where Google's own figures were read for that exact window, such as the 14 days window a budget-limited briefing item opens on, they are shown instead, unmarked. Show removed adds removed campaigns.

How do I change a campaign from here?

An open row leads with Change in Google Ads: the campaign's status, its daily budget, its target and, on Search, the AI Max switches. Its ad groups, keywords and asset groups below can be paused, several at once, or enabled. Every change opens a confirm that reads Google first, and the latest change Adintel made shows under each control with Undo (changes you make from Adintel). Adintel changes Search, Shopping and Performance Max campaigns; other types, budgets that are not daily, and targets set on a shared bid strategy are changed in Google Ads. Google replaces a campaign's whole list of automation settings whenever a change sends it, so while Google holds one there that Adintel cannot read yet, a change that would send the list (final URL expansion or text customization switched, AI Max switched off while either is on, or the Undo of one) is refused, and the confirm says so; switch it in Google Ads.