How to create a PPC dashboard in Google Data Studio

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How to create a PPC dashboard in Google Data Studio

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Creating a PPC (Pay-Per-Click) dashboard in Google Data Studio (now called Looker Studio) can help you visualize and analyze key metrics from your advertising campaigns across multiple platforms, such as Google Ads, Facebook Ads, and more. A well-structured dashboard provides a centralized view of campaign performance, making it easier to monitor KPIs (Key Performance Indicators), optimize ad spend, and make data-driven decisions.

Here’s a step-by-step guide to creating a PPC dashboard in Google Data Studio:

1. Set Up Your Data Sources

The first step is to connect the data you want to visualize in your PPC dashboard. Data Studio integrates with a wide range of platforms, including Google Ads, Google Analytics, Facebook Ads (via third-party connectors), and more.

  • Google Ads: To pull in data directly from Google Ads, follow these steps:
    1. Open Google Data Studio.
    2. Click on “Create” → “Data Source.”
    3. Select “Google Ads” as the data source and log in with the Google Ads account you want to pull data from.
    4. Choose the Google Ads account, campaigns, and time range you want to analyze.
  • Google Analytics: You can also connect your Google Analytics data to track conversions, user behavior, and other metrics.
    1. Follow similar steps: “Create” → “Data Source.”
    2. Select “Google Analytics” and log in with your credentials.
    3. Choose the specific property and view you want to analyze.
  • Facebook Ads and Other Platforms: For platforms like Facebook Ads, LinkedIn Ads, or Bing Ads, you may need to use third-party connectors such as Supermetrics or Adverity to import data into Google Data Studio.
    • These connectors allow you to integrate non-Google ad data, often requiring subscription fees, but they can streamline your reporting across multiple platforms.

2. Define Key Metrics for Your PPC Dashboard

Before you start building your dashboard, decide which metrics and KPIs you want to track. Here are common PPC metrics you should consider:

  1. Impressions: The number of times your ad was shown.
  2. Clicks: The number of times users clicked on your ad.
  3. Click-Through Rate (CTR): The percentage of impressions that resulted in a click.
  4. Cost per Click (CPC): The average amount you paid for each click.
  5. Conversions: The number of desired actions (purchases, sign-ups, etc.) completed after users clicked your ad.
  6. Conversion Rate: The percentage of clicks that resulted in conversions.
  7. Cost per Conversion (CPA): The amount you paid for each conversion.
  8. Return on Ad Spend (ROAS): The revenue generated from your ad campaign relative to the cost of the ads.

Depending on your business goals, you can add other metrics like ad position, bounce rate, average session duration, or revenue.

3. Create a New Report in Google Data Studio

Once your data sources are connected, it’s time to create a report:

  1. Create a New Report: On your Google Data Studio homepage, click “Create” → “Report.” This will open a blank canvas where you can start adding charts and visualizations.
  2. Add Data Sources: To begin building, you’ll need to add data sources to your report.
    • Click on “Add Data” in the toolbar at the top.
    • Choose the appropriate data source (e.g., Google Ads or Analytics) from the list of connected sources.
    • Repeat this process to add data sources from other platforms like Facebook Ads or Google Analytics.

4. Add Key PPC Metrics to Your Dashboard

Now that your data sources are connected, start visualizing the metrics you defined earlier. Google Data Studio offers various charts and visualizations, including tables, scorecards, bar graphs, pie charts, and time series.

  1. Add Scorecards for High-Level KPIs: Scorecards are ideal for displaying key PPC metrics like clicks, CTR, CPC, and conversions.
    • Click on the “Add a Chart” button in the toolbar.
    • Select “Scorecard.”
    • From the right-hand panel, select the metric (e.g., clicks, impressions, CTR) that you want to display.
    • Repeat this process to add more scorecards to display key metrics like cost per conversion, total spend, and ROAS.
  2. Visualize Trends with Time Series: Time series charts help visualize how metrics change over time, such as daily or weekly trends in clicks, impressions, or conversions.
    • Click on “Add a Chart” → “Time Series.”
    • In the data panel on the right, select the appropriate date range and metric (e.g., clicks, impressions).
    • Add additional time series charts to compare trends across platforms or campaigns.
  3. Compare Performance Across Campaigns with Bar Charts: Bar charts are useful for comparing performance across different campaigns, ad groups, or keywords.
    • Select “Add a Chart” → “Bar Chart.”
    • Configure the chart to display campaign names on the x-axis and metrics like clicks, conversions, or cost on the y-axis.
  4. Use Tables to Show Detailed Data: Tables are great for showing granular data, such as performance across different keywords, devices, or locations.
    • Click on “Add a Chart” → “Table.”
    • Customize your table by selecting dimensions like campaign name or keyword and adding metrics like clicks, CPC, and conversions.

5. Apply Filters for Granular Analysis

Filters allow you to segment your data for deeper analysis. For example, you can filter data by device type, geography, or specific campaigns.

  1. Create a Filter for Campaigns or Ad Groups:
    • Click on a chart, then click the “Add a Filter” option in the right-hand panel.
    • Choose the dimension you want to filter by (e.g., campaign, ad group, or device).
    • Define the filter criteria, such as showing only data for specific campaigns.
  2. Add Interactive Controls (Optional): Interactive filters, such as date range selectors or campaign dropdowns, allow users to filter the entire dashboard dynamically.
    • Select “Add a Control” → “Date Range Control” to allow users to adjust the date range.
    • You can also add a dropdown list control for campaigns or ad groups, enabling users to filter data by these dimensions.

6. Customize the Look and Feel of Your PPC Dashboard

Google Data Studio provides flexibility in terms of styling and customization, allowing you to create a visually appealing and user-friendly dashboard.

  1. Themes and Colors: Customize your dashboard’s color scheme by selecting “Theme and Layout” in the right-hand panel. Choose colors that align with your brand or make data easily distinguishable.
  2. Text and Titles: Add text boxes to give context to your charts. For example, add titles to explain each section, such as “Monthly Campaign Performance” or “Device Breakdown.”
  3. Data Labels: Turn on data labels for charts and tables to show exact numbers, making it easier for users to interpret the data at a glance.

7. Set Up Data Blending (Optional)

If you’re pulling data from multiple sources (e.g., Google Ads and Facebook Ads), you can blend data to create a unified view. Data blending allows you to combine metrics from different platforms into a single chart or table.

  1. Blending Data from Different Platforms: To blend data, click on a chart, then go to “Resource” → “Manage Blended Data.” Choose the data sources you want to blend and select common dimensions (such as date or campaign name) to match the data sets.
  2. Unified PPC Performance Table: You can create a table that blends data from Google Ads, Facebook Ads, and other sources to show a unified view of performance metrics like impressions, clicks, and conversions across platforms.

8. Share and Automate Your PPC Dashboard

Once your PPC dashboard is complete, you can share it with your team or clients and set up automated reporting:

  1. Sharing: Click on the “Share” button at the top-right corner of the dashboard to invite users via email. You can set permissions to control whether users can view, comment, or edit the dashboard.
  2. Scheduled Reports: Set up scheduled email reports by clicking the “Share” button and selecting “Schedule email delivery.” This allows you to send the dashboard to stakeholders on a regular basis (e.g., daily, weekly, or monthly).

9. Continuously Optimize and Update Your Dashboard

As your PPC campaigns evolve, you may need to add new data sources, adjust KPIs, or create additional visualizations. Continuously review your dashboard to ensure it remains relevant and useful for analyzing your PPC performance. You can:

  1. Add new filters or interactive controls based on feedback from users.
  2. Update your metrics and data sources as you launch new ad campaigns.
  3. Incorporate new insights by adding more advanced visualizations or metrics.

Conclusion

A well-designed PPC dashboard in Google Data Studio helps you keep track of critical advertising metrics, optimize your campaigns, and make data-driven decisions. By connecting relevant data sources, defining key metrics, and using interactive visualizations, you can create a comprehensive PPC dashboard that simplifies performance tracking and reporting across all your ad platforms.

With Google Data Studio’s flexibility, you can continuously customize and scale your dashboard as your PPC strategy grows, providing your team or clients with valuable insights to drive successful ad campaigns.