14 Essential Data Studio Visualizations for Paid Search Marketers

If you’re having a look for virtual advertising and marketing reporting instrument that’s each tough and unfastened, glance no additional than Google’s Data Studio.

Google’s unfastened visualization and reporting instrument has been round since 2016, and has best gotten higher over the years, rolling out new feature updates and improvements each and every month.

While Data Studio makes it simple to connect with information resources and automate reporting, you continue to want to make a decision which visualizations and data shall be most precious for your target audience.

Use the examples on this article for chart inspiration and steering to overcome the “blank page syndrome” on an empty Data Studio canvas.

Create for Your Audience

Your purchasers and management groups more than likely aren’t as conversant in the nuances of paid advertising and marketing as you might be.

Insights that appear glaring to you’ll be utterly unclear to any individual 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 techniques to lend a hand your purchasers perceive the which means of the numbers they’re reviewing.


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Basic Google Ads Visualizations for Client Reports

Start with those visualizations to simply supply transparent, high-value information and insights.

If you’re emblem new to Data Studio, take a look at this beginner’s guide for methods to arrange your first record so you’ll simply practice those directions and proposals.

1. KPI Scorecards

Scorecards are a staple of maximum virtual advertising and marketing stories and dashboards – and for just right reason why.

They lend a hand your purchasers temporarily see the efficiency of key metrics and KPIs (key efficiency signs).

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


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

Add comparability metrics, and regulate the colour within the Style panel (proven under) so an build up 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 handy guide a rough review of the metrics and dimensions you want to place this visualization in combination:

How to Create Scorecards

  • Data Range Dimension: Month.
  • Metric: Use one key metric in keeping with scorecard.
  • Comparison Data Range: Choose earlier length, earlier yr, or customized.

2. Attention-Grabbing Tables

The tables you can build 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 the use of integrated options like colour, bar charts, heatmaps, time comparisons, and objectives, you’ll temporarily draw consideration to crucial parts of the desk.

You can regulate each and every metric’s formatting from the Style panel.

In this situation, Column #1 shows each bars and compact numbers, with a goal cost of fifty:

customize data studio table in style panel

How to Create Tables


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

3. Charts with Reference Lines

Regular line graphs and house charts are helpful on their very own, however reference lines move the additional step of revealing your target audience at a look whether or not efficiency is assembly the purpose.

These two charts comprise similar efficiency data, however the usage of a reference line is helping them inform other tales.

two area charts with different reference lines

Chart A is the use of a line in accordance with a mean income, serving to us temporarily establish that 3 of the final 4 months outperformed the common.


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Chart B is the use of a goal reference line with a purpose of $2 million.

We in an instant see that every one however the second one month hit the objective income.

Use reference traces sparingly and strategically to make sure to’re focusing consideration the place it belongs, fairly than distracting your reader with an arbitrarily decided on benchmark.

How to Add a Reference Line

  • Create chart.
  • Go to “Style” panel.
  • Choose reference line sort (consistent cost, metric, or parameter).
  • Select calculation or cost.

4. Conversion Type Breakout

Some metrics are like Lego blocks – obviously 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 unevenly outlined conversions skew your stories; obviously show which conversion varieties are contributing to the full.

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

stacked column chart of conversions by type

And right here’s the similar information in a stacked house chart for a special visualization:


How to Create Conversion Type Charts


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

5. Local Actions – Click Type Breakout

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

Google rolls metrics like web site visits and menu perspectives into All Conversions, which will create reporting complications for entrepreneurs.

Clicks on location extensions nonetheless accrue value even though they don’t give a contribution to plain conversion objectives.

How do you reveal the worth of local actions with out inflating your conversion numbers?

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

Clients can simply see that those non-converting clicks are using telephone calls, chats, and different interactions which are necessary for their industry:

data studio click types with icons

Adding icons is non-compulsory, however is helping to be in contact quite a lot of task in what are admittedly complicated names for click on varieties.


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How to Create Click Type Breakout Charts

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

6. Year Over Year Performance – Time Series

With a yr like this one, charts evaluating previous efficiency are a very powerful for giving purchasers and stakeholders the context in the back of the numbers.

You’ll need to benchmark no longer simply yr over yr income, however different metrics like spend, impact proportion, ROAS, and extra.

In this situation record web page, the principle YoY income chart is aided by together with time collection charts for spend and ROAS.

year over year time series charts for revenue, spend and roas

How to Create Year Over Year Performance Charts


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  • Date vary size: Date.
  • Dimension: Month.
  • Metric: Any metric you’d like to check.
  • Set default date vary to Advanced (Jan 1 – [today minus one month]).
  • Set “compare to” date vary to final yr (Jan 1 – Dec 31).

Intermediate Google Ads Visualizations for Client Reports

Now that you simply’ve were given the cling of methods to get ready those visualizations, let’s take a look at extra complicated examples.

These take slightly extra effort to arrange, however whenever you be told the talent you’ll be capable of use it on all of your charts and stories.

7. Top Ad Placements

This placement visualization is a shopper favourite.

Not best does it listing the identify of the website online or channel the place the advert gave the impression; it additionally permits your purchasers to click on the energetic URLs so they may be able to evaluation the internet sites which are serving their commercials.

table of placements with active URLs

What makes this desk difficult?


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Data Studio doesn’t have fields for placement information.

To create this chart, you’ll want to export your placement main points from Google Ads to Google Sheets, then attach Google Sheets as a brand new information supply for your record.

This educational walks you via all of the steps, together with methods to upload 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 neatly right here.
  • Sort: Conv. Value.

8. YouTube Ads Performance

Clients love to grasp and revel in how their commercials are acting, so this visualization is any other favourite.


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Rather than a desk checklist efficiency information of video titles or advert names, you’ll let folks watch the advert without delay from the record:

embedded video ads in data studio report

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

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

data studio video table filter

How to Create a YouTube Ads Performance Visualization

  • Embed YouTube video.
  • Dimension: (none carried out; video clear out used).
  • Metrics: Video perspectives, Video view price, YouTube earned perspectives, View-thru conversions (proven); Many different.
  • YouTube metrics are to be had, together with watch price.

9. Micro Comparison Bar Charts

Data Studio’s integrated date comparisons are useful, however restricted.


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You can evaluate two sessions (akin to month over month or yr over yr), however there’s no approach to evaluate all 3.

These micro bar charts resolve that downside, making it simple to look the 3 time sessions 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 explained here.

To create the microbar charts, you necessarily want to “stage” the scale to just pull choose months.


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This may also be performed the use of Google Sheets as a supply, or making a clear out in Data Studio to hard-code months which are displayed.

You can watch the YouTube educational 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 in keeping with chart.
  • Sort: Month.

Search Landscape Visualizations for Client Reports

To perceive the reasons and affect of paid seek efficiency, it is helping to inspect exterior components.

These visualizations supply deeper context by having a look at higher tendencies and task.

10. Google Trends Data

When this month’s efficiency is considerably other than final month’s, purchasers need to know why.

Did one thing trade within the account, or used to be there a bigger development at play?

Google Trends permit you to show the affect of seasonality, information cycles, and different occasions in your advert efficiency.

google trends data

Google Trends doesn’t have a right away connector, however you’ll obtain the knowledge to Google Sheets or use workarounds like strategiq.co’s gtrends.app.


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How to Create a Google Trends Chart

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

11. Google Analytics Channel Breakout

Even if paid seek is your whole center of attention, it more than likely isn’t all of your Jstomer is eager about.

Including Google Analytics data for reference may also be useful to show the connection between channels and former time sessions.

This chart presentations income, income in keeping with order, and reasonable order cost by channel.

It additionally shows a comparability to the former month, and makes it simple to look each and every channel’s contribution to general income as a proportion.

data studio table showing comparison metrics

Paid seek loved a 40% income build up month over month.


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But sooner than we congratulate ourselves an excessive amount of, we will see from this chart that almost all channels skilled a equivalent uptick.

A brand new addition for comparability visualizations is the treemap.

While it doesn’t (but) show metric values with out soaring, it does higher show the connection between higher and smaller members.

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 general, Revenue in keeping with order, Average Order Value.
  • Sort: Revenue.
  • Time Comparison (for desk): Previous length.

12. Auction Insights Scatter Plot

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


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

But if you’ll get it to work, it’s a pleasing visible spouse to a desk that communicates a number of key aggressive metrics at a look.

We’ve additionally been ready to get right of entry to detailed competitor information that isn’t to be had from the interface or downloads.

This chart presentations the connection between impact proportion, outranking proportion, and reasonable place of a couple of competition suddenly:

14 Essential Data Studio Visualizations for Paid Search MarketersThere are different (extra strong) techniques to create Auction Insights charts, however I to find this formatting makes it the perfect to interpret.

How to Create the Auction Insights Chart


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  • 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 cost set to one.

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

You want your individual tools for tracking and control each day. And while you’re your individual target audience, you don’t need to be as fussy concerning the presentation.

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

13. Pacing Bullet Charts

The Google Ads interface offers you a large number of helpful information, nevertheless it doesn’t let you see the way you’re pacing in opposition to explicit objectives.

A Data Studio dashboard can show you day-to-day averages, pacing to focus on, month to this point pacing, and extra:

bullet charts for account pacing

To construct this dashboard, you’ll want to create some calculated fields if you happen to’re pulling information without delay from Google Ads.


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If you’re the use of Google Sheets for your information supply, you’ll do the calculations there.

Because of present boundaries with date levels, those calculated fields may also be difficult.

How to Create This Pacing Dashboard

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

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

One of the demanding situations for paid seek entrepreneurs is wanting to be within the weeds with granular information, with out overlooking high-level tendencies.

If you want to look the large and the small on the identical time, you’ll upload a couple of snapshots of the similar metrics to a dashboard in Data Studio.

This staff of time collection charts presentations value and conversion cost for 30 days, 90 days, and one year. The most sensible clear out controls the advert staff being reviewed:

data studio - 3 time series charts with ad group filter

While quantity is lowering within the quick time period, it’s been incessantly expanding over the years.


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There’s not anything unsuitable with the use of a equivalent format in a shopper record, however I recommend providing a curated view to offer a selected resolution, fairly than together with a clear out regulate and striking the load in your Jstomer to dig into the knowledge and uncover solutions.

How to Create Time Series Ranges

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


Data visualizations let you inform a tale your purchasers can perceive and be told from; they aren’t simply for ornament or record filler.

The extra relaxed you develop into construction significant charts and graphs, the easier you’ll interpret information and lend a hand others do the similar.

More Resources:


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Image Credits

Featured Image: Created by creator, July 2019
All screenshots taken by creator, July 2019 and November 2020

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