12 Essential Data Studio Visualizations for Paid Search Marketers

12 Essential Data Studio Visualizations for Paid Search Marketers
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Ask any group of entrepreneurs what instruments it is best to use for reporting, and also you’re positive to listen to an emphatic “Data Studio!”

Google’s free visualization and reporting instrument has been round since 2016, and has solely gotten higher over time, with characteristic updates and enhancements rolled out each month.

While Data Studio makes it simple to connect with knowledge sources and automate reporting, you continue to have to resolve which visualizations and data shall be most helpful for your viewers.

If you’re scuffling with “blank page syndrome” on an empty Data Studio canvas, you need to use the examples on this article for chart inspiration and steering.

Design for Your Audience

Keep in thoughts that almost all purchasers and management groups usually are not as acquainted with the nuances of paid advertising and marketing because the specialists they make use of to handle it.

Insights that appear apparent to you could be utterly unclear to somebody much less skilled.

Take further steps to:

  • Spell out acronyms, use headings and microcopy.
  • Define technical phrases.
  • Enhance pre-attentive attributes like coloration and form.
  • Look for methods to assist your purchasers perceive the that means of the numbers they’re reviewing.

Basic Google Ads Visualizations for Client Reports

These visualizations are simple to create and supply clear, high-value knowledge and insights.

If you’re model new to Data Studio, try this Beginner’s Guide for arrange your first report so you may simply comply with these directions and proposals.

1. KPI Scorecards

Scorecards are a staple of most digital advertising and marketing stories and dashboards – and for good cause.

They assist your purchasers shortly see the efficiency of key metrics and KPIs (key efficiency indicators).

data studio scorecard visualization with microcopy

You can create scorecards for virtually any metric you wish to showcase.

I like to recommend arranging them so as of significance (KPIs like conversion knowledge in direction of the start, visitors knowledge towards the tip).

Add comparability metrics, and modify the colour within the Style panel (proven under) so a rise in a metric like CPC doesn’t have a inexperienced “up” arrow.

set color of comparison metrics in data studio style panel

Here’s a fast overview of the metrics and dimensions you want to put this visualization collectively:

How to Create Scorecards

  • Data Range Dimension: Month
  • Metric: Use one key metric per scorecard
  • Comparison Data Range: Choose earlier interval, earlier 12 months or customized

2. Attention-Grabbing Tables

You don’t want a Search Engine Journal article to inform you what a desk is. But the tables you may construct in Data Studio aren’t the bare-bones Excel charts you used to ship to purchasers.

data studio table with bar charts and heat maps

By utilizing built-in options like coloration, bar charts, heatmaps, time comparisons, and targets, you may shortly draw consideration to a very powerful parts of the desk.

You can management every metric’s formatting from the Style panel. In this instance, Column #1 shows each bars and compact numbers, with a goal worth of 50:

customize data studio table in style panel

How to Create Tables

  • Dimension: Campaigns (proven); Accounts, channels, advert teams or different segments will work
  • Metrics: Choose metrics that contribute to the story you’re telling; take away non-essential metrics

three. Conversion Type Breakout

Some metrics are like Lego blocks, clearly outlined and constant. A click on is a click on is a click on.

Some metrics are like Play-Doh, outlined by the creativeness of the consumer. A conversion is a sale – no wait! Now it’s additionally a web page view.

Don’t let inconsistently outlined conversions skew your stories; clearly present which conversion varieties are contributing to the whole.

Here’s a stacked column chart that illustrates the breakout of conversion varieties over time:

stacked column chart of conversions by type

And right here’s the identical knowledge in a stacked space chart for a special visualization:

area chart of conversions by type

How to Create Conversion Type Charts

  • Dimension: Month
  • Breakdown Dimension: Segment Conversion Type Name
  • Metric: Conversions
  • Sort: Month

four. Local Actions – Click Type Breakout

When you’re operating location extensions and native search adverts, conversions get much more difficult.

Google rolls metrics like web site visits and menu views into “All Conversions,” which may create reporting complications for entrepreneurs.

Clicks on location extensions nonetheless accrue value even when they don’t contribute to straightforward conversion targets.

How do you show the worth of native actions with out inflating your conversion numbers?

My favourite resolution is to create a “value add” visualization that reveals the breakout of click on varieties.

Clients can simply see that these non-converting clicks are driving telephone calls, chats, and different interactions which might be vital for their enterprise:

data studio click types with icons

Adding icons is non-compulsory, however helps to speak a wide range of exercise in what are admittedly complicated names for click on varieties.

How to Create Click Type Breakout Charts

  • Dimension: Click Type
  • Metric: Clicks (proven); You may use All Conv, CPC or Cost metrics
  • Sort: Clicks

Intermediate Google Ads Visualizations for Client Reports

Now that you simply’ve acquired the hold of put together these visualizations, let’s take a look at extra superior examples.

These take a bit extra effort to arrange, however when you be taught the ability you’ll have the ability to apply it to all of your charts and stories.

5. Top Ad Placements

This placement visualization is a consumer favourite.

Not solely does it record the identify of the location or channel the place the advert appeared; it additionally permits your purchasers to click on the lively URLs to allow them to evaluate the web sites which might be serving their adverts.

table of placements with active URLs

What makes this desk difficult? Data Studio doesn’t have fields for placement knowledge.

To create this chart, you’ll have to export your placement particulars from Google Ads to Google Sheets, then join Google Sheets as a brand new knowledge supply in your report.

This tutorial walks you thru all of the steps, together with add a knowledge supply.

gif showing steps to add placement urls to data studio

How to Create a Top Ad Placements Chart

  • Dimension: Placement
  • Dimension: Placement URL
  • Metrics: Conv. Value & Cost (proven); Just about any metrics can work effectively right here
  • Sort: Conv. Value

6. YouTube Ads Performance

Clients love to know and expertise how their adverts are performing, so this visualization is one other favourite.

Rather than a desk itemizing efficiency knowledge of video titles or advert names, you may let individuals watch the advert immediately from the report:

embedded video ads in data studio report

Adding the video is simple; merely embed the YouTube URL.

To recreate the tables so they’re every distinctive to the video, you’ll have to create a filter for every desk.

data studio video table filter

How to Create a YouTube Ads Performance Visualization

  • Embed YouTube video
  • Dimension: (none utilized; video filter used)
  • Metrics: Video views, Video view charge, YouTube earned views, View-thru conversions (proven); Many different
  • YouTube metrics can be found, together with watch charge

7. Micro Comparison Bar Charts

Data Studio’s built-in date comparisons are useful, however restricted.

You can examine two durations (corresponding to month over month or 12 months over 12 months), however there’s no approach to examine all three.

These micro bar charts resolve that drawback, making it simple to see the three time durations at a look:

report with YoY and MoM data

If you’re questioning in regards to the MoM and YoY scorecard comparisons, it’s a little bit formatting hack defined right here.

To create the microbar charts, you basically have to “stage” the scale to solely pull choose months. This could be achieved utilizing Google Sheets as a supply, or making a filter in Data Studio to hard-code months which might be displayed.

You can watch the YouTube tutorial on create micro bar charts with Google Sheets.

How to Create Micro Bar Charts

  • Dimension: Month or Year Month
  • Metrics: Your KPIs, one per chart
  • Sort: Month

Search Landscape Visualizations for Client Reports

To perceive the causes and influence of paid search efficiency, it helps to look at exterior elements. These visualizations present deeper context by taking a look at higher developments and exercise.

eight. Google Trends Data

When this month’s efficiency is considerably totally different than final month’s, purchasers wish to know why. Did one thing change within the account, or was there a bigger development at play?

Google Trends might help you present the influence of seasonality, information cycles, and different occasions in your advert efficiency.

google trends data

Google Trends doesn’t have a direct connector, however you may obtain the info to Google Sheets or use workarounds like strategiq.co’s gtrends.app.

How to Create a Google Trends Chart

  • Connect your knowledge supply
  • Dimension: Year Month
  • Metrics: Brand and Category search phrases (proven); Any metrics are high-quality

9. Google Analytics Channel Breakout

Even if paid search is your total focus, it in all probability isn’t all of your consumer is anxious about.

Including Google Analytics knowledge for reference could be useful to point out the connection between channels and former time durations.

This chart reveals income, income per order, and common order worth by channel.

It additionally shows comparability to the earlier month, and makes it simple to see every channel’s contribution to whole income as a share.

data studio table showing comparison metrics

Paid search loved a 40% income improve month over month. But earlier than we congratulate ourselves an excessive amount of, we are able to see from this chart that almost all channels skilled the same uptick.

A brand new addition for comparability visualizations is the treemap. While it doesn’t (but) show metric values with out hovering, it does higher present the connection between bigger and smaller contributors.

datastudio treemap

How to Create a Google Analytics Chart (Table or Treemap)

  • Use Google Analytics as a knowledge supply
  • Dimension: Default Channel Grouping
  • Metrics: Revenue, Revenue as % of whole, Revenue per order, Average Order Value
  • Sort: Revenue
  • Time Comparison (for desk): Previous interval

10. Auction Insights Scatter Plot

Of all of the visualizations shared on this article, this Auction Insights chart is probably the most temperamental.

For starters, your organization’s area is represented by a (null) worth, and it’s downhill from there.

But if you will get it to work, it’s a pleasant visible companion to a desk that communicates a number of key aggressive metrics at a look.

We’ve additionally been capable of entry detailed competitor knowledge that’s not obtainable from the interface or downloads.

This chart reveals the connection between impression share, outranking share, and common place of a number of opponents abruptly:

12 Essential Data Studio Visualizations for Paid Search MarketersThere are different (extra secure) methods to create Auction Insights charts, however I discover this formatting makes it the best to interpret.

How to Create the Auction Insights Chart

  • Dimension: Auction Insights Scatter Plot
  • Metric X: Avg. Position for Auction
  • Metric Y: Outranking Share
  • Bubble Size: Impression Share
  • Sort: Avg. Position for Auction (Ascending)
  • Note: Chart proven makes use of Reverse X and Reverse Y Axis, with a minimal X axis worth set to 1.

Google Ads Visualizations for Internal Reports

Not the entire Data Studio visualizations you construct ought to be client-facing.

You want your personal instruments for monitoring and administration every day. And while you’re your personal viewers, you don’t need to be as fussy in regards to the presentation.

These visualizations are nice for inner reporting that will help you establish and take motion on efficiency in real-time.

11. Pacing Bullet Charts

The Google Ads interface offers you numerous helpful knowledge, but it surely doesn’t enable you to see the way you’re pacing towards particular targets.

A Data Studio dashboard can present you day by day averages, pacing to focus on, month so far pacing and extra:

bullet charts for account pacing

To construct this dashboard, you’ll have to create some calculated fields if you happen to’re pulling knowledge immediately from Google Ads.

If you’re utilizing Google Sheets for your knowledge supply, you are able to do the calculations there. Because of present limitations with date ranges, these calculated fields could be difficult.

How to Create This Pacing Dashboard

  • Date: Table (Dimension: Day, Date Range: Today)
  • Month Completed: Scorecard (Calculated area or Google Sheets)
  • Bullet Charts: Based in your objectives and targets
  • Additional Scorecards: Calculated fields or Google Sheets

12. Zoom-In / Zoom-Out Time Series Charts

One of the challenges for paid search entrepreneurs is needing to be within the weeds with granular knowledge, with out overlooking high-level developments.

If you want to see the massive and the small on the similar time, you may add a number of snapshots of the identical metrics to a dashboard in Data Studio.

This group of time sequence charts reveals value and conversion worth for 30 days, 90 days, and 12 months. The prime filter controls the advert group being reviewed:

data studio - 3 time series charts with ad group filter

While quantity is lowering within the brief time period, it’s been steadily rising over time.

There’s nothing flawed with utilizing the same structure in a consumer report, however I counsel providing a curated view to supply a particular reply, somewhat than together with a filter management and placing the burden in your consumer to dig into the info and uncover solutions.

How to Create Time Series Ranges

  • Dimension: 1=Day, 2=Week, three=Month
  • Metrics: Cost, All conv worth (proven); Any metrics can be utilized


Data visualizations enable you to inform a narrative; they aren’t simply for ornament or report filler.

The extra snug you turn out to be constructing significant charts and graphs, the higher you may interpret knowledge and assist others do the identical.

More Resources:

Image Credits

Featured Image: Created by creator, July 2019
All screenshots taken by creator, July 2019

Source hyperlink search engine optimisation

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