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Data visualization removes the necessity of understanding cause and effects (the “Why?”) and turns the problem into a game of correlations.
Bold claim? Accurate?
Let’s see
Data visualization is simply the representation of data or information in a graph, chart, or other visual formats. It communicates the relationships and associations in your data with images. This is important because it allows trends and patterns to be more easily seen.
With the rise of big data in today’s digital marketing, you really need to be able to interpret increasingly larger batches of data. Data visualization is not only crucial for data scientists and data analysts; it’s necessary to understand it in business & marketing too.
Excel and Google Sheets are among the most used tools for analysis and data visualization by small and medium-sized companies.
Google Sheets, a cloud-hosted spreadsheet app, is free and, most importantly, facilitates collaboration. The aforementioned reasons and many others cement that the spreadsheet app is popular among business professionals.
Visualizing large set of data on Google Sheets is complex and time-consuming. It doesn’t have to be like that, as you shall see later.
This blog post will walk you through the incredibly easy and time-saving steps of how to create/make a Pareto Chart in Google Sheets to empower your analysis skills.
Pareto or 80/20 chart is based on the axiom that 80% of the effects come from 20% of the causes.
Lets take the example of campaign data figure out which 20% of your campaigns produce 80% of your clients’ web traffic, you can spend more time on those campaigns and less time on others.
Let’s power up the amazing ChartExpo add-on and deploy it on the data set as shown below:
There are dozens of tools for data visualization that helps you to compare your data these range from simple to complex, from intuitive to obtuse. Creating Pareto chart in Google sheets can be a tough task. Rather than offering hundreds of connectors that pull limited datasets you can take the advantage of ChartExpo for Google Sheet add-in. Plotting a Pareto diagram in ChartExpo is easy because it has a built-in Pareto chart type and you can easily create Pareto chart with few clicks.
Knowing the performance of your campaigns is very important to get the desired results from your online operations. Now let’s suppose you are running multiple campaigns and you want to know which of your campaign is participating more to get your ROI. The right method to know this use of Pareto chart. From this chart you will easily understand which of your 80% campaigns are providing good results and which of them 20% are not performing well. After getting the conversions data of your campaigns put it into Google Sheets.
| Campaigns | Current Conversions | Previous Conversions |
| Campaign 1 | 540 | 510 |
| Campaign 2 | 550 | 545 |
| Campaign 3 | 115 | 99 |
| Campaign 4 | 572 | 533 |
| Campaign 5 | 93 | 85 |
| Campaign 6 | 88 | 63 |
| Campaign 7 | 497 | 485 |
| Campaign 8 | 115 | 80 |
| Campaign 9 | 489 | 470 |
| Campaign 10 | 87 | 67 |
| Campaign 11 | 107 | 115 |
| Campaign 12 | 570 | 580 |
| Campaign 13 | 97 | 90 |
Now to draw Pareto chart in Google Sheets simply from the add-ons select the ChartExpo.
When you click on the ChartExpo. An add-on will be loaded in the right corner of your screen and click on the create chart.
When you click on the create chart you will get the different type of chart available within the dashboard. Select the Pareto bar chart from the PPC charts.
Now after clicking on the Pareto bar chart, select your sheet, metrics and dimensions and then click on the create chart button.
After clicking on the create chart you will get your chart on your screen.
From this chart you will get the insights about your campaign performance and come to know which of your campaigns are giving you 80% of conversions. After reading this chart you will able to get the desired actions to optimize your campaign that are not performing well.
Data visualization is the act of taking information (data) and placing it into a visual context, such as a map chart.
Visualizing your data make big and small information sets easier for the human brain to understand. Besides, it also makes it easier to detect patterns, trends, anomalies, and outliers in data groups.
A well-executed data visualization places meanings into the massive and complicated paid search marketing campaign datasets.
You need data visualization because a visual summary of information makes it easier to identify patterns and trends than looking through thousands of rows on a spreadsheet.
It’s the way the human brain works.
It’s time-consuming and frantically complex to tell a story without the help of data visualization, even for a trained data scientist with years under the belt.
Charts and graphs make communicating data findings easier, even if you can identify the patterns without them.
The list of creative and intuitive charts used in PPC management is very long.
Below we have managed to squeeze each and every chart relevant to paid search marketing.
Note, all the charts have been categorized into six sub-groups to simplify your understanding.
Sankey is a sub-group on its own because it’s relatively new in the PPC industry and incredibly beneficial in troubleshooting your clients’ ad campaign for leakages and drop-offs, causing cost per click (CPC) to soar.
There’s an affordable and easy-to-use data visualization tool with all these custom PPC charts.
Read till the end to discover this hidden gem in PPC data visualization.
Following are must know money saving benefits of visualization with PPC campaigns’ data.
Pictures and visualizations of any kind have a more powerful impact on their audience than written words. This is because mentally, visuals are more strongly tied to memory.
Visuals also uniquely reiterate your message, strengthening their impact on your audience.
Data visualization empowers you to achieve your PPC ad agency’s goals more effectively by tapping into these pictorial strengths.
Visualizing your data allows you to amplify your messaging to internal (and external) stakeholders, more easily uniting everyone behind a common goal.
An example of a common objective could be helping your clients meet their desired results (conversions, clicks, traffic, impressions, and ROAS, among others) at the minimal costs possible.
Why is this Critical?
Amplifying your story isn’t accomplished with just any form of data visualization, though.
To be most effective, you need to utilize the correct chart or visualization diagram for the situation.
Choosing the wrong data visualization might overwhelm or confuse your audience – achieving the opposite of your intended goal.
Not only does data visualization help communicate your story to your stakeholders (PPC clients and teams), but it also helps you understand your own story better.
Better, in fact, than any other data analysis tool.
By allowing you to process a large amount of information at once, data visualization opens windows of understanding into the inner workings of your clients’ PPC ad campaigns either by measuring impact or providing actionable visual insight.
Why is this critical to search engine marketing (SEM) management?
As a key decision-maker in your PPC ad agency, you’re not an expert in every activity, but with the proper data visualization comparisons, you can make quicker, more informed decisions.
Just as before, beware of improper comparative visualizations.
If your PPC ad agency’s data analysis objective is unclear, confusing, or complicated, your visualizations might be doing more harm than good.
You don’t make decisions in a vacuum.
Your decision analysis in pay-per-click (PPC) management should be fueled by the data generated by your clients’ PPC ad campaigns.
When you feed accurate, unbiased data visualizations into your decision-making tools, you can make better decisions for your PPC business.
If you have a compelling, data-driven story, you’re better equipped to influence the decisions of among your stakeholders (PPC clients and teams)
Proper data visualization charts don’t distort the underlying data with deceptive displays.
PPC visualization charts should be dynamically and consistently updated with the latest information so that their decision-making utility is kept relevant. Why is this Critical?
Biased information in your data visualizations could be costing your PPC ad agency significantly.
Sometimes inexperienced PPC ad managers are afraid of delivering bad news to their clients and maybe their superiors for fearing that the report might unfairly suggest poor performance – or incur punishment.
As a result, they present deceptive or biased data visualizations that consistently show desirable results, even when the deep-down insights say otherwise.
Don’t be surprised.
It’s not surprising to see some PPC managers cherry-picking favorable data points or resorting to vague language when reporting bad news to their clients and maybe their superiors.
It’s no brainer that misreporting data or skewing data visualizations can easily result in a catastrophic and money-draining decision-making process.
Anyone who has managed PPC ad campaigns on behalf of other businesses/clients knows that it can be difficult to explain to those unfamiliar with the field.
It’s challenging even to seasoned experts to understand and explain the results from Google Analytics, Google Ads, Keyword Planner, and more.
This is where visualization comes into play.
Creating PPC ad campaign visualizations will not only make the data more accessible to you and your stakeholders (pay-per-click clients and colleagues), but it will also save you time and make it easier to identify trends in the optimization process.
A majority of PPC strategists manage Google Ads.
Why?
With over 3 billion users across the world, Google dwarfs other search engine brands. So, Google Ads accounts produce incredibly massive amounts of data because virtually all the users’ activities are tracked. The data produced is bundled and shipped to you in granular and tabular form for your analysis and reference.
Data visualization in spreadsheet in helping PPC managers make smarter, faster decisions. Google Ads data visualizations are tabular and granulated diagrams specifically designed to handle and analyze campaign metrics (bounce rate, clicks, CPC, wasted spend, etc.).
The problem that most PPC managers face with Google Ads charts is a lack of in-depth, intuitive reporting.
Like we said earlier, the data presented to you from Google Ads is in granular form.
This presents a nightmare to PPC managers trying to gain actionable insights into the massive tabular data.
Google Ads in-built visualization works great for simple data sets, but what happens when your data grows in complexity?
What happens if you decide to take in extra customers to manage their Google Ads?
Then, these charts no longer have the same powerful effect on visualizing the data.
Google Sheets is a free, web-based spreadsheet application and also available on different mobile platforms.
It’s understandable why Google Sheets is popular.
Essentially, it allows users to edit, organize, and analyze different types of information. Most importantly, Google Sheets allows collaboration.
Multiple users can edit and format files in real-time. Changes made on the Google sheet are trackable by a revision directory.
There’s no straightforward, time-saving, and easy strategy to visualize your PPC ad campaign in Google Sheets.
You need specialized steps to turn your Google Sheets into a useful data visualization tool for PPC ad management.
Essentially, you cannot visualize your data on Google Sheets effectively and in a time-saving fashion without third-party tools.
It’s understandable why the Google spreadsheet tool is one of the most popular among growing medium size companies.
It’s free, convenient to use, and comes with other basic visualization charts. Besides, you can integrate it with many other third-party tools to visualize your PPC data for in-depth, actionable insights.
In light of the money-saving benefits of visualization and weaknesses of Google Sheets, easy-to-use add-on having an in your Google Sheets is a necessity.
Like we said earlier, there’re intelligent and highly affordable data visualization tools that provide in-depth insights by diving deeper into more questions, such as what else, how much, and most importantly, why?
This Google Sheets add-on is called ChartExpo.
ChartExpo is a SaaS data visualization tool that comes as an add-on for Google Sheets.
Essentially, it turns your Google Sheets into a fantastic data visualization companion capable of simplifying communication and reporting with your stakeholders (clients and colleagues).
Remember, the human brain is engineered to interpret visual images 60,000 times faster than texts and numerical figures.
Earlier on, we highlighted all the visual charts that are highly relevant to paid search marketing management.
Guess what?
ChartExpo has all the custom, intuitive charts (highlighted earlier) to save you money, time and provide you with a 360-degree view of your clients’ ad campaign.
The number of paying users after the trial period is a staggering 95%.
This means that ChartExpo does not disappoint.
It’s cheaper than Starbucks.
At ten bucks a month, you get to access over 50 custom charts purposely built to ensure even small, and medium PPC ad agencies can afford revolutionary and enterprise-standard data visualization tools without struggle.
Why pay more when you’re struggling to stay afloat in the current recession, thanks to Coronavirus?
First to have ChartExpo for Google Sheets Add-On installed then follow the Simple and Easy Steps Below.
The objective of the analysis above is to uncover the 20% campaigns driving 80% of the conversion value and clicks.
The tabular PPC data above communicates a very scanty story about what’s going on.
Register for ChartExpo Trial NOW to enjoy a 7-days Free Trial
Let’s use Pareto Chart as shown in above example.
Effective data visualization is the crucial final step of PPC ad campaigns data analytics.
Without it, essential insights and messages will be lost.
With the rise of big data in today’s digital marketing, you really need to be able to interpret increasingly larger batches of data.
There’re multiple revolutionary and amazing custom PPC charts to choose from (as highlighted in the mid-section of the blog post). The main relevant charts that come highly recommended for the pay-per-click (PPC) management includes:
Sign-up for ChartExpo today to visualize your clients’ campaign data using over 50 custom, revolutionary, affordable, and easy-to-read charts for easy communication with your significant stakeholders-customers and teams.
You have everything to gain and nothing to lose by trying ChartExpo today
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