12 Essential Data Studio Visualizations for Paid Search Marketers

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 software has been round since 2016, and has solely gotten higher over time, with function updates and enhancements rolled out each month.

While Data Studio makes it simple to connect with information sources and automate reporting, you continue to must determine which visualizations and data will likely be most helpful for your viewers.

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

Design for Your Audience

Keep in thoughts that the majority shoppers and management groups will not be 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 might 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 colour and form.
  • Look for methods to assist your shoppers perceive the which 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 information and insights.

If you’re model new to Data Studio, take a look at this Beginner’s Guide for methods to arrange your first report so you’ll be able to simply observe these directions and suggestions.

1. KPI Scorecards

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

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

data studio scorecard visualization with microcopy

You can create scorecards for nearly any metric you need to showcase.

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

Add comparability metrics, and alter the colour within the Style panel (proven beneath) 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 have 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’ll be able to construct in Data Studio aren’t the bare-bones Excel charts you used to ship to shoppers.

data studio table with bar charts and heat maps

By utilizing built-in options like colour, bar charts, heatmaps, time comparisons, and targets, you’ll be able to shortly draw consideration to an important 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

3. 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 reviews; clearly present which conversion varieties are contributing to the full.

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 information in a stacked space chart for a distinct 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

4. Local Actions – Click Type Breakout

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

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

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

How do you reveal 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 are vital for their enterprise:

data studio click types with icons

Adding icons is non-obligatory, however helps to speak quite a lot 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 just’ve received the cling of methods to 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 reviews.

5. Top Ad Placements

This placement visualization is a shopper favourite.

Not solely does it record the title of the positioning or channel the place the advert appeared; it additionally permits your shoppers to click on the lively URLs to allow them to assessment the web sites which are serving their adverts.

table of placements with active URLs

What makes this desk sophisticated? Data Studio doesn’t have fields for placement information.

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

This tutorial walks you thru all of the steps, together with methods to add an information 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 grasp and expertise how their adverts are performing, so this visualization is one other favourite.

Rather than a desk itemizing efficiency information of video titles or advert names, you’ll be able to let individuals watch the advert instantly from the report:

embedded video ads in data studio report

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

To recreate the tables so they’re every distinctive to the video, you’ll must 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 fee, YouTube earned views, View-thru conversions (proven); Many different
  • YouTube metrics can be found, together with watch fee

7. Micro Comparison Bar Charts

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

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

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

report with YoY and MoM data

If you’re questioning concerning the MoM and YoY scorecard comparisons, it’s slightly formatting hack defined right here.

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

You can watch the YouTube tutorial on methods to 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 affect of paid search efficiency, it helps to look at exterior components. These visualizations present deeper context by taking a look at better traits and exercise.

8. Google Trends Data

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

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

google trends data

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

How to Create a Google Trends Chart

  • Connect your information 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 whole focus, it most likely isn’t all of your shopper is anxious about.

Including Google Analytics information for reference might be useful to indicate 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 complete income as a share.

data studio table showing comparison metrics

Paid search loved a 40% income enhance month over month. But earlier than we congratulate ourselves an excessive amount of, we will see from this chart that the majority channels skilled an analogous 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 an information supply
  • Dimension: Default Channel Grouping
  • Metrics: Revenue, Revenue as % of complete, 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 essentially 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 information 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 rivals 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 simplest 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 all the Data Studio visualizations you construct ought to be client-facing.

You want your personal instruments for monitoring and administration each day. And while you’re your personal viewers, you don’t should be as fussy concerning 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 lots of helpful information, nevertheless it doesn’t provide help to see the way you’re pacing in opposition to particular targets.

A Data Studio dashboard can present you every day averages, pacing to focus on, month up to now pacing and extra:

bullet charts for account pacing

To construct this dashboard, you’ll must create some calculated fields when you’re pulling information instantly from Google Ads.

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

How to Create This Pacing Dashboard

  • Date: Table (Dimension: Day, Date Range: Today)
  • Month Completed: Scorecard (Calculated subject or Google Sheets)
  • Bullet Charts: Based in your targets 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 information, with out overlooking high-level traits.

If you have to see the large and the small on the identical time, you’ll be able to add a number of snapshots of the identical metrics to a dashboard in Data Studio.

This group of time collection charts reveals price 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 growing over time.

There’s nothing improper with utilizing an analogous structure in a shopper report, however I counsel providing a curated view to offer a selected reply, fairly than together with a filter management and placing the burden in your shopper to dig into the information and uncover solutions.

How to Create Time Series Ranges

  • Dimension: 1=Day, 2=Week, 3=Month
  • Metrics: Cost, All conv worth (proven); Any metrics can be utilized


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

The extra comfy you change into constructing significant charts and graphs, the higher you’ll be able to interpret information and assist others do the identical.

More Resources:

Image Credits

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

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