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Google Data Studio: Creating Your First PPC Report

Published on: December 7 2022 by Paid Media Pros

Google Data Studio: Creating Your First PPC Report

Google Data Studio: Creating Your First PPC Report

google data studio can be a great tool
to get the performance of your marketing
campaigns out of the platforms
themselves and into a more customizable
report builder sometimes you just need a
view of the performance data that isn't
available in the platforms and you can
customize that in data studio
other times you need to share the
performance data with somebody who's not
quite savvy enough to get it out of the
platforms themselves data studio can
help with that too
while there are far too many
customizations for us to go through all
of the available tools in google data
studio we do think it's important to at
least give you a high level overview of
some of the things that you can do so in
this video we're going to create a first
dashboard for google ads performance and
show you some of the customizations you
can make in data studio to get the data
to show you exactly what you need
to build our first data studio dashboard
i'm in google data studio which if you
type in
datastudio.google.com will take you to a
page that looks like this this is
effectively the same as navigating to a
google drive account where you can see
all the different files that you have
available down here at the bottom you'll
see all of the different reports that we
have in the account which i'm sorry the
names are blurred out but you don't need
to see what those are and then off to
the left there's a bit of navigation
where you can see that we are selected
for the recent reports that we've used
but then there are also options for the
reports that are shared with me as well
as owned by me so you can navigate to
those pretty easily and then in the
middle here is where we can start to
create reports if you are a whiz with
google data studio you could start off
by using a blank report but my guess is
that if you're watching this video
you're probably not a whiz and you can't
build something from scratch just yet in
google data studio so instead we're
gonna start with a template if i come
over here we can find the template
gallery and open this up and here you
can start to see the different templates
that google has provided for data studio
reports they've got them broken down by
sections whether it's google analytiks
bigquery google sheets you can also
filter by different categories and
they're going to be pretty similar to
what i just alluded to so for now i'm
just going to click on google ads
because that's what we want to start
with and now we have just this one line
item available and we can choose this
drop down here to where we can expand it
and see all of the different templates
available for google ads there's a ton
whether it's for geographic performance
account health local campaigns display
campaigns shopping lots of different
types of reports that you can use but
for today just to get started off with a
basic report we're going to use this
google ads overview template so if i
click on this it'll then open up a
preview of what it would look like if
you chose this report none of this data
is real you can see down here that there
are different campaign names for google
analytiks demo account all sorts of
different things here this is not an
actual account that we run but google is
trying to show you what types of
information are going to be in this
report so here we have click-through
rate and impressions conversion rate and
cost cost per click and then we have a
number of different line charts for
clicks and ctr conversions and
conversion rate cost average cpc and
then down here we've also got a
breakdown of different campaigns and
some metrics as well as device breakdown
so i already knew i was going to use
this report for this video but if you
didn't like any portion of this you
could either go back to the template
gallery and start to find a new one or
maybe if you like the visuals of it we
can look to tweak the different
performance metrics in here to make the
report just a little bit more useful for
you i'll show you how to do that in just
a minute but since i know we're going to
start with this one i'm going to come up
here and click use template now we need
to tell google which ads account we want
to use the data from if you come down
here you'll see that it's going to be
copy this report meaning that it's going
to create this report in your account so
that it would show up on that home page
that we started on right now the
original source is the sample google ads
information from google so to choose the
account that you want to use you one
need to be logged into it and then two
need to come over here click this drop
choose the type of account you want to
use so i'm going to click google ads and
then you need to click copy report now
we effectively have a blank version of
the report that we saw earlier and if
you're familiar with how any of the
other file types on google drive work
you'll notike that a lot of things are
relatively similar the first thing we
can do is give this report a name just
by hovering over here you can see that
i'm now in the text field and i can
change the name to whatever i want for
right now i'm not going to do that but
then there are lots of other pieces down
here for you to customize the report
itself whether you want to add a page
add data add a chart lots of different
pieces but again for simplicity within
this video i'm just going to go over the
pieces that are already in the account
so to do that the first thing i need to
do is choose the account that this
report is going to pull data from as i
mentioned earlier when we created a copy
of the report you need to be logged into
the account that you want to use and
then in this section right here it's a
little bit difficult to see you can
click on this drop down to choose the ad
account that you want information from
i'm sorry all this is blurred out but
you don't need to see any of the names
here and unlike most of our videos i'm
actually going to use a live account for
this report that way there's actual data
in here to look at
so now you can see there's actual
performance information in here which is
going to make it a lot easier for us to
know whether or not we have finalized
the view that we would like to see part
of the reason that i chose this report
for this video is that there are a few
different types of components within
this report that i want to show you how
they work how you can customize them
slightly that will then unlock a lot of
other reports for you to be able to use
within google data studio the first
thing that i love about this report is
that it allows you to choose whatever
custom date range you want so we don't
have to do anything different here but
you can see that when you choose this
you can then adjust whatever date range
you want to look at which means that at
any point you can look at different data
for this account to see what the
performance trends are but you can also
customize the default date range so
anytime you open up this report and it
shows you a default set of data it's
always going to default to the date
range that you've chosen right now over
in the right you can see that that is
going to be the last 28 days excluding
today but if you click this drop down it
moves the calendar over here so you can
start to choose what you want the
default date range to be there's a new
drop down down here to where you can
choose different ranges so last 28 days
last seven days last 30 days you can
also do a fixed range if for some reason
you always wanted to show you january
from 2022 you could do that for right
now i'm going to shift it back to last
30 days because that feels a little bit
more common and then click apply now
anytime i come into this report it's
always going to show me the last 30 days
worth of performance which is
effectively a month so you can see the
different trends within the account so
that's the first piece that you can
customize for this report the next is
going to be these different text fields
so if i hover over this and i click on
it you can see that this is basically
just a text field that is telling the
user this section is going to be about
cost per click by cost cpc and cpm since
it's just a text field there's nothing
dynamic you get this entire text
properties section over here that you
can start to customize you can choose
whether you want it to be bold
italicized underlined which alignment
you want if you want there to be a link
included as well as some of the
different formatting and the different
spacing and whatnot that's in here if
you wanted to change what the text said
you could easily just double click
highlight what you want to change and
then just type it in and you're done
it's a very simple text field
the next type of component is going to
be one of these little boxes down here
and they show you individual metrics
that you can utilize to have just one
individual stat within a box it'll also
show you the trending stats that are in
here one thing you'll notike off to the
right is that one of these metrics
average cpm also says that it is
deprecated this is not a stat that
google really wants to use that much
anymore so i'm going to customize this
one just to have something more useful
in here so if i click on this field
you'll now show that there are a few
changes off to the right first is that
the chart type is a score card so if
this is a type of metric that you want
to see or a type of visual that you want
to add to a report all you need to do is
come over here to add a chart and then
you'll come down here to scorecard and
these are the two types of scorecards
that are available so if you're ever
curious what type of report or what type
of metric or chart something is all you
need to do is click on the component
itself and then google will tell you up
here what type it is so you can go
create a new one next is going to be the
data source which for this report is
only going to be google ads if at any
point you want to add multiple different
channels to the same report you'll do
that in here but i'm keeping this simple
so we're going to move on to metric and
you'll see here that this metric is the
one that has chosen average cpm because
that's the actual metric that is in that
field so to change that you just need to
click on this and now you'll notike that
there is an entire section of metrics or
components that we can add in here to
customize the report however we want so
let's just say that i want to skip past
most of those there's obviously average
cpm that is deprecated but there is an
updated average cpm in here as well so
rather than using the deprecated version
if i wanted to customize it use the new
one all i have to do is click on that
and now it updates if you wanted me to
tell you what the difference between
those two were i couldn't do it the
number is the same everything looks the
same this one just doesn't say
deprecated next to it but if you wanted
the metric to be something different
let's say impression share i could click
on this and type in impression share
i'll come down here to just impression
share instead of display impression
share there's no display campaigns
running in this account once i clicked
on that option it now shows that i have
10 percent impression share effectively
but here you can see that that number
isn't really the best way to look at it
so now we're going to customize the
formatting of this metric to do that you
can come in here and click this aut
which stands for auto but there's going
to be a pencil when you hover over it so
i'll click on that and now we have a few
different options first you can give it
a different name so right now it just
says impr dot share so for whatever
reason i wanted to change that i could
just type in a new name all i did was
change the formatting but you'll see
that it does show you the original
source field down below the aggregation
is auto meaning that it is going to just
pull in all of the aggregated impression
share metrics from all the campaigns but
then down here i can customize what the
number looks like because right now it
is just a number which is why it is 0.1
for 10 percent but if i click on this i
can now decide between a number or
currency if i wanted to have a different
dollar amount in there but for the
number one right now i'm chosen on
number but i want to change it to
percent so now that i've done that i'll
just click out and now you can see that
my impression share is now 9.99
instead of 0.1 overall these metrics are
very easy to customize in these little
scorecards you just need to choose what
metric you want and then you can
customize it to your heart's content by
changing the name the formatting
whatever you want in there the last
thing i'm going to do now that you'll
see here is that the average impression
share has gone down by 32 percent almost
33 but the formatting of that is still
selected for cpm which when it goes down
is a good thing because things have
gotten less expensive but for impression
share that just means that you've lost
impression shares that's actually a bad
thing and i would rather have it be read
like this one is for cost so if i click
on this metric again to change those
numbers i actually need to go into style
here i can decide if i want the decimal
point to have either two points zero
points one point i'll just switch it to
zero that way just shows ten percent but
now you can see the comparison metric
and you'll see here that if something
goes up it's red if it goes down it's
green so all i need to do is change that
to have this one be green and then
reverse the down arrow to be red and now
it'll show the different colors that i
want or if something goes up it's green
down it's bad if for whatever reason you
decided that you wanted to show the
absolute number of percentage points
things went up and down as opposed to
the percentage in change you can check
this box here which changes it to 4.85
percent what that means is that over the
last 30 days our impression share was at
it used to be
14.85 percent but it is dropped by 4.85
absolute change means the amount that it
did change whereas if you uncheck this
box that's going to mean the percentage
that you lost on your performance
overall again these scorecards are
pretty simple but it is a very easy way
to see the numbers at a high level very
quickly within the report the next piece
i want to adjust are going to be around
these line charts and i'm going to
change the one right here in the middle
so again i just click on it you can see
by the naming convention up here that
this is a chart and it's a time series
and right now i'm selected on the style
of the report so again i could change
the line color if i wanted to or i can
do any other metric but for right now i
just want to focus on the data itself
for this piece you can change the
dimension so right now this is
performance by day but if you have maybe
your default date range being to the
last 365 days that might not be the most
useful so your dimension you might want
to click on this and choose maybe you
want it to be by a month or a quarter or
a week if i choose week you can now see
that there are only four or five points
on that line chart because there's only
four or five weeks within a given date
range that is 30 days for right now my
switch is back today but you can adjust
the x-axis by choosing the dimension
that you want to have within your report
similar to how we adjusted the metrics
for the scorecards up top i can change
the metrics that i have down here below
and right now i don't really want this
to have conversion rate in it i would
rather it have cost per conversion
trending instead of conversion rate so
all i need to do is come over here click
this metric search for cost per
conversion choose the metric that i want
and now the report has updated to show
the cost per conversion compared to
conversions rather than the conversion
rate if for whatever reason i wanted to
add a metric maybe i say i want to bring
conversion rate back in i can just come
down here and click this section type in
conversion rate
add it back to the table and now i can
have three lines but now because i have
a third line and one of them is
percentage and the other one is in the
hundreds of dollars these don't really
blend well on the same chart
there are some customizations you could
try and make one of the most common
attempts i have is to switch which axis
each metric is on so to do that we still
need to be selected on the chart that we
have which we are instead of doing
anything on the data tab we need to
shift over to the style tab here you can
see the series one it then asks if you
want to be lines or bars you get to
choose the color but then the last piece
is that it chooses the axis for you
whether you want it to be the left one
or the right one so right now series 1
is going to be conversions series 2 is
cost per conversion and series 3 is
conversion rate so let's say i really
want to try and get all of these three
metrics in the same chart i could align
the metrics that are going to make the
most sense together which is going to be
conversion and cost per conversion on
the left axis and then try and shift
series 3 to the right axis and that
gives us a table that looks like this it
still doesn't make any sense you still
can't really see all the metrics
together so my result here is that it
doesn't make sense for all of these
metrics to be in the same line chart so
instead i'm going to shift back over to
data table and i'm just going to x out
of conversion rate since i changed the
axis that those metrics are going to be
on i need to then reverse it back to
where it was and put the cost per
conversion back on the right axis and
now everything's back to where it was so
although i didn't really change much
other than the metric itself now you
know how to decide which lines are which
color which ones go on which axis and
how you can add and remove metrics to
your heart's content now let's come down
here to these bottom two charts the
first thing you'll notike over here on
the left is that we have a top campaign
section and it's got metrics like ctr
average cpc and cost per conversion all
of those are useful but the thing that
you'll probably notike is that this
table really isn't out of the eight
campaigns that are here only one of them
has any sort of information associated
with it and it's not really much you can
see down here at the bottom that there
are 92 campaigns in this account and a
lot of them quite frankly have zero
stats in it so there are a few
customizations i want to do here first
i'm going to choose a couple different
metrics to add to the campaign then i'm
going to sort which campaigns are shown
based on those metrics and then i'm
going to filter anything out that
doesn't have any performance stats so
let's go ahead and get started by just
clicking on the table itself and now
that opens up our handy data section
over here to the right so you can see
this is a chart that has a table style
format to it the first thing i get to do
is choose my dimension which is campaign
i'm going to keep this for the sake of
this report but if you wanted to have
something that was broken down by ad
group or by keyword or ad type there's
lots of different types of dimensions
that you can use all you need to do is
click on this start scrolling through
the different dimensions that are
available and you can find all of the
different types of reports that you
could make with this different table so
again i'm just going to keep it as it is
and now i'm going to customize my
metrics this works just the same way as
it does for the other ones rather than
walking you through each of this i'm
just going to choose the handful of
metrics that i want this report to have
so now i've added in my five metrics
cost per conversion clicks impressions
cost and conversions the first
customization that i want to make is i
don't want cost per conversion to be the
metric furthest to the left i want it to
be the one furthest to the right so all
i need to do is come here click and hold
on the metric and then drag it all the
way down to the bottom below the other
metrics easy next i'm going to change
the formatting of this table just a
little bit because most of these names
don't really fit here so the first thing
i'm going to do is change the name of
cost per conversion by clicking this
pencil here just changing it to cpa i'm
going to do the same thing with
conversions and impressions
now most of my metrics fit and the
naming convention fits pretty well the
only one that doesn't is clicks i don't
really have a better name for clicks so
instead of changing the name i'm
actually just going to change the format
of the table by coming over here
hovering over the column and you can see
that these double arrows pointing each
way popped up then i'm just going to
drag it over and resize the columns to
make it so everything fits and is a
little bit more even so that we'll
actually have enough space for the full
name of clicks and the impressions to
pop up next i want to narrow down to
only the campaigns that have any sort of
performance within the time frame that
i'm looking at because all of these zero
impression counts really aren't helping
anything so to do that i need to come
over into the data section off to the
right i need to scroll down until i get
to the filter down here at the bottom
you can see there's a table filter i'm
just going to click add filter and now i
can create a filter that can be applied
to any of the different types of reports
within google data studio but right now
i'm only applying it to the one campaign
table i'm looking at first thing i get
to do is add a name to it which is going
to be very helpful since i want this to
be something that has more than one
impression i'm just going to say one
plus impression now i need to set up my
filter to include only areas that have
one impression the first thing i need to
do is select the field since i'm trying
to filter for impressions i'm just going
to type in impression select from the
drop down down here now i need to select
the condition
and since i want to have everything that
only has one or more impression i need
to say anything greater than zero easy
enough you can create or
or and statements from this as well but
this is a very simple filter so that's
all i'm going to do then i'm going to
click save
now you'll notike that that top
campaigns table is a lot more useful
there are only 30 items listed in it and
the ones that are showing up at the top
actually have performance data available
unfortunately though it filtered so that
the first few campaigns don't have any
conversions so instead i really do want
to do a descending view of the
conversion volume in this table so to do
that i'll stay over here and to the
right and just scroll up a little bit
now you can see that the sort is in here
and right now it is starting off by
campaign it's doing descending which
means that it's going in reverse
alphabetikal order which is why it's
showing up the way that it is but i want
this report to be sorted by conversions
so i'm going to click where it says
campaign i'm going to choose the field
conversion down here and it's already on
descending so i don't need to change it
but now you can see that it is going
from the campaign with the highest
number of conversions down to the
campaign with the lowest number of
conversions that fits within this eight
line table overall a pretty easy section
to filter customize and get exactly the
data that you want prioritized at the
top of the table now the last section i
want to focus on is this device
breakdown group over here off to the
right and for this account specifically
the device breakdown isn't actually very
useful instead one of the main areas
we've been focusing on is trying to add
in two new countries to target australia
and new zealand and i want this to be
kind of a section where we can have a
really quick high-level view of what the
volume is between those two new
countries and united states which is the
country that we've had running in the
campaigns for the most amount of time so
the first thing i'm going to do is i'm
going to change the naming convention
here to say country breakdown and then
i'll leave it as clicks cost and
conversions i won't change those metrics
but then i'm going to come over here and
click on this clicks pie chart which you
can see up here is a pie chart style and
then by dimension i'm going to change
this to country and now you can see that
the pie chart has changed a bit and now
there is a big section over here that's
yellow if i hover over it it shows that
it is united states with 85 percent of
the clicks and then we've got new
zealand down here with three percent and
australia with 11.3 percent so to do the
same thing for all these other pieces
all i need to do is come in here and
choose the country as the main dimension
and now each of these different charts
shows the clicks cost and conversions
broken down by country level instead of
by the device level that was already a
part of this so now you know how to
adjust multiple different types of
reports within google data studio the
last thing i want to show you is how you
can delete a table move it around change
the formatting or add a different chart
overall this is going to be very quick
very easy for whatever reason you wanted
to get rid of the conversion chart down
here all you have to do is click on it
and hit delete and it's gone same thing
with the text field down here for
conversions just click on it click
delete and now it's out of there you can
then realign how these two charts down
here below are in place by just clicking
on this you'll notike that when you're
hovering over the pie chart when you
have it selected you have those four
arrows which means you can move it so if
you just click you can drag it move it
over make sure that your alignment is
right you can do the same thing with the
text field just by click drag it move it
over make sure that it's centered and
let it go you can also highlight two
things at once by clicking kind of out
of the way highlighting over them and
then you'll see that both pieces are
selected so then if i just hit the arrow
on my keyboard i can move both pieces
over at once pretty easy to customize
and if at any point you want to add any
type of chart you can come up here to
this add chart section and now as i
showed earlier as we were going through
each of the different types you can see
that there's a table which is the type
that the top campaigns report was the
score card which are going to be these
main metrics up at the top time series
are going to be the line charts in the
middle but there are also bar charts the
pie charts whether it's in the type of
donut format that we have down there for
the country breakdown or just a full pie
chart like this regular format you can
also then add in maps or geographic
charts as well as line charts area chart
scatter plot pivot table tree map all
sorts of different things are available
in here and all you have to do to add
one of them is simply click the box over
it it'll then show up in the middle of
the report so then you can drag it click
to drop this is terrible formatting by
the way i'm just trying to show you how
it works and then as you have it still
selected which is kind of tough to see
but it is still selected you have all
the same customization pieces you have
off to the right whether it's dimension
the different breakdowns you can adjust
the metrics you can sort different
things either by a primary or secondary
source then you have the entire style
chart available to you so that you can
customize the table to look however you
want it to for now i'm going to click
over and get rid of this because that
makes it look a little bit uglier a
little hard to read so now if we have
the report finished and we have it
exactly how we want to share it with the
client all we need to do is come up and
treat it just like a normal google
document on google drive and come up to
the share section click the plus button
and now you can either add individual
people to the report itself by adding
their names here or you can click manage
access and you can change the link
sharing so that if you have it on here
anyone with the link can view it which
means that basically all you have to do
is share this link with people and then
they will be able to see the
public-facing version of this google
data studio report but they won't
actually be able to edit it which is
probably exactly what you want to have
it shared with a client you don't want
them changing the report changing the
formatting all that sort of thing so i'm
going to close out of this as you can
see there are tons of different types of
custom reports and tables and charts
that you can make in google data studio
to have all the different metrics the
way that you or your clients need to see
them at a moment's notike as i mentioned
at the very beginning
i just used a template that was already
created and customized a few different
areas for my needs and there are tons of
different templates to choose from but
if you decide over time that you just
want to create your own and you know
exactly what you want in there you can
start with a blank template and just add
the charts and tables exactly how you
need them for your own views hopefully
now you feel like you can go set up your
first data studio report and know
exactly how to get what you need out of
it but if you've got any questions or
would like to share any sort of template
that you've used and seen success with
in the past we would love to hear about
it in the comments thanks for watching
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