Categories
Do you ever find yourself looking at your data or spreadsheets and feeling like it is in a foreign language? Well, to your brain it kind of is!
While you can eventually make sense of all the numbers, it’s not the preferred delivery system for your brain. Your brain prefers visuals. In fact, it processes visual signals 60,000 times faster than text or number data.
This is why marketers need data visualization. Otherwise, making sense of the thousands of rows of numbers in your spreadsheets will create a crippling paralysis in your head. This impedes your analysis projects and makes it almost impossible to uncover the ultra-valuable insights that lead to improvement.
Charts, graphs and other visualizations make communicating and understanding data findings much easier. You’ll identify the patterns, trends and other insights that your business and advertising campaigns need in order to thrive.
In this how-to guide, we’ll look at 10 of the best visualizations and charts when it comes to helping you make smarter and faster marketing decisions.
The majority of people don’t find data interesting. They find the insights that the data leads to interesting. The numbers themselves are boring, flat and unengaging. When your data sets grow to include enormous of columns and huge number of rows and do you know the columns creates much complexity than rows, this type complexity makes the information even more off-putting. The sheer size of the data makes it overwhelming.
Data visualizations become visual summaries of the information and make it far easier to work with and understand. You can literally see patterns and trends emerging from all that complexity. It’s simple: your data is more valuable when it is visualized.
This section will look at some of the ways that visualizations empower your data sets.
Spreadsheets are great tools when it comes to collecting and organizing raw data. Visualizations are not a replacement for spreadsheets. Instead, they are a tool that compliment and embellish the data that allows you to draw conclusions and analyze data at just a glance.
To demonstrate this point, here is an example of a data table.
It takes a few moments before you understand what this spreadsheet is displaying. It’s showing how different device types perform at different times between two periods. What’s lost in the clutter of this table are the important details. You get a general sense of what the data is about, but not what it is really saying. That takes much longer.
Now, let’s visualize the data.
This allows for easier comprehension of the numbers. Every component is represented and organized in a far better manner. Your brain puts the pieces together much faster, thereby giving you more time to put the insights into action!
Data storytelling is an artform that is often misunderstood. It’s not just about creating eye-catching visualizations. It’s about displaying the information in such a way that you convey the insights effectively. Your data has a narrative that you need the visualization to tell.
When you pair the right data with the right chart, data storytelling happens and makes sense of even your most jumbled data. You’ll be able to convey all of the important details and underlying trends that would otherwise be lost in the numbers. It’s these patterns, outliers and other details that are essential to getting the insights across to audiences.
Essentially, storytelling is about providing context to your analysis and visualizations. Context is all of the stuff that surrounds the data and is necessary for audiences to properly comprehend the insights being delivered.
As an analyst, it’s easy to forget about this context because you work with the data often. Stakeholders, clients and others, however, do not. With the right visualization, audiences receive all of the information they need to see the whole picture.
Imagine if you have the following chart.
You can see that the data is trending up, but you have no context as to what is going on. Charts include labels, scales, colors, line depth and other components to offer context and tell the story.
Often, there is more than one way to look at the same set of data. A single data table may have 10 visualization options available. Each one offers a unique view into the insights hidden within the data.
Consider the following charts:
All of these visualizations are depicting the same metric: wasted spend. However, every chart approaches it from different angles i.e. dimensions, such as by match type, device type, keyword, etc. By compiling all of these charts in one place, you can get a complete view of this metric all at once.
Your Google Ads account produces a lot of data and that stream of data is always changing. Thus, Google Ads is a perfect case of a scenario where data visualization excels in helping marketers make smarter, faster decisions.
Google Ads data visualizations are charts that are specifically designed to handle and analyze campaign metrics (bounce rate, clicks, CPC, wasted spend, etc.). From these PPC charts, you can draw more accurate conclusions about how well your strategies are working and how their performance can be increased.
Google Ads charts also allow you to compare and contrast multiple metrics at the same time. By combining these different aspects of your data into one chart, you can discover interesting relationships and the relative importance of each metric.
Google Ads visualizations are what you need to master your campaign data and use it to make key decisions that lead to better performance but there are other visualization tools e.g. ChartExpo PPC Charts as well which can help to explore your Google Ads data but also other business’ data analysis as well.
ChartExpo is a visualization tool that includes a library of charting options, many of which fall under this category of Google Ads visualizations. These visualizations allow you to cut through the noise and get right to the story hidden in the numbers.
When you can see what’s going on across all of your campaigns, it’s much easier to identify and avoid potential risks, while also capturing key opportunities that allow your account to prosper. The efficiency of these visualizations allows you to make faster decisions than the competition and see the valuable wins that these competitors miss.
Why is ChartExpo the best option when it comes to visualizing your PPC data? It comes down to options. One of the challenges in the visualization process is choosing the right way to display data. ChartExpo has over 50 visualization options that can be completely customized to fit your needs.
With the ChartExpo Google Sheets add-on, you can effortlessly transform your raw spreadsheets into awesome visualizations that are easy to digest and produce compelling, engaging reports for your team.
Not convinced that ChartExpo is the best solution for visualizing your campaign data? In the next section, we’ll look at the top 10 most useful PPC visualizations in ChartExpo’s library. Through these charting options, you’ll zero in on the critical optimization actions that grow your account and your business.
This section assumes that you have already installed ChartExpo add-ons to your Google Sheet. If you don’t already have the tool, you can find the ChartExpo for Google Sheets add-on here. This is a free trial that does not cost anything.
What Is It?: Heatmap is about looking at your campaigns by time of day and day of week. The goal of the Heatmap is to better understand the times throughout the day/week where audiences are active and your ads experience peak performance either good or bad.
Why Is It Useful: Dayparting is great from a budgeting and performance perspective. If you know when your audiences and campaigns are most active, then you can allocate your spending towards these times out of the day and week. It’s also important for local stores that only want to advertise to nearby audiences during active business hours. You don’t want to spend money advertising at times when people can’t visit your business.
How To Find Dayparting Data: In your Google Ads Account, select the Google Ads campaign you’re working on and navigate to the Dimensions tab. Within the Dimensions tab, select the drop-down menu titled View and scroll down to Time. From here, you can select your focus likely Day and Time of Day. Collect this data and then use it in ChartExpo for visualization.
Formatting Data In Google Sheets: To get your dayparting data ready, name the first column “Day of Week.” You can enter multiple entries for each day to represent different hours of the day. The second column is where you’ll enter the data from whichever metric you’re hoping to analyze. The below sample table is looking at impressions by days of the week.
Drawing The Chart: Now ChartExpo enters the equation. Start by opening the ChartExpo add-on library. Select the “Heatmap.” Your “Day of Week” column will be entered as the Dimensions. Meanwhile, the impressions (or whichever metric you’ve chosen) column will be entered into the Metrics box.
This produces the following chart:
How To Format The Chart: At the top of your screen, you can make certain adjustments to the chart in the ChartExpo dashboard. For example, you can change the height and width of the chart, edit the data and more.
What Insights Does The Dayparting Chart Provide?: As mentioned, your ads have peak times and days when performance is highest or the performance is poor. The squares of the chart reflect degrees of activity. The darker the square, the greater the number of impressions — or the metric you’ve elected to measure. Lighter squares represent low activity.
If your goal is to maximize the number of impressions, then understanding when this metric is at its highest throughout the week is extremely helpful. You can structure your ad scheduling to serve these particular times and attempt to make the most out of the peak moments.
What Is It?: The dual axis radar chart allows you to plot data, typically two metrics at once, across a very defined and limited range, such as days of week, hours of day or months of the year. Whereas dayparting breaks everything down linearly by hour and day, dual axis radar chart plots data along a radial shape.
Why Is It Useful?: When you want to compare two metrics across the same, defined limits, the dual axis radar chart is a great choice. The two metrics appear as blob-like shapes in the middle of the radar. Their shape reflects the performance across the limits. You can also use this Google Ads visualization when comparing past and present performance of the same metric.
How To Find Dual Axis Radar Chart Data: Similar to the dayparting chart, you can find the time-related data under the “Dimensions” tab. Then, import your metric figures from your Google Ads dashboard. Once you’ve got the data exported to Google Sheet, you’re good to move on to formatting.
Formatting Data In Google Sheets: You’ll want to name your first column by whatever range or limits you’re using. Again, it may be days of week, hours of day, etc. You’ll want to repeat each time input by the number of metrics you’re measuring. For example, if you’re comparing two metrics for each day of the week, you’ll want to list every day twice (see example below).
Column B will be your metric titles. If you’re comparing Average CPC and clicks, for example, alternate entering each one so that each day of the week has an average CPC row and a clicks row. Finally, your third column will be your actual data. You can call this the “count” column.
Drawing The Chart: The ChartExpo dual radar axis chart is easy to find in the add-on’s library. Once you select it, enter your first and second columns as Dimensions. Then, put your “count” data into the Metrics box.
When you press the Create Chart button, the resulting visualization will look something as follows:
How To Format The Chart: Moving the width and height sliders will increase or decrease the size of the chart. If you click “Chart Properties” you can find options to adjust the margins, add backgrounds, borders, and more. Remember, adding these details (and others) can help create that all-important context that is crucial for storytelling.
What Insights Does The Dual Axis Radar Chart Provide?: You can quickly compare how clicks (the orange shape) and average CPC (blue) amounts are performing for each day of the week. In the example visualization, you see that Wednesday, Thursday and into Friday are your best days. CPC amounts are fairly low, and clicks are high. Tuesday is a danger-zone where average CPC is extremely high.
By using these insights, you can better optimize how (and when) you’re spending your budget by investing more in the times throughout the week when value is highest (low CPC, but audiences are actively clicking ad messages).
What Is It?: A simple visualization that is best used in PPC marketing when comparing two parts that share a relationship. You can think of the single row stacked chart as a progress bar between what’s been earned and what still remains. For instance, you can compare impressions gained versus impression opportunities.
Why Is It Useful?: Opportunity is an important measure in PPC that reflects how much room for improvement there is in your campaigns. The single row stacked chart is useful for identifying the largest margins of opportunity across your account. Not only can you look at impressions, but also positive versus wasted spend and more.
How To Find Single Row Stacked Chart Data: To gather your impression share data from Google Ads, just enter any campaign, ad group, product group (if you’re using shopping campaigns) or keyword from the “Page” menu. Then, look for your “Competitive” metrics. Check the boxes next to your impression share data to begin collecting this data from Google Ads. Finally, move it into your Google Sheets.
Formatting Data In Google Sheets: After you import the data into your Google Sheets, add a new row to the top to label each column. We’ll name the first column “Topic,” which will include impressions received, impressions opportunity. For column B, the title will be “count” because this is the numerical data for each category.
Drawing The Chart: Click on the ChartExpo add-on icon at the top of the screen to open the tool. Navigate to the visualizations library and select the single row stacked chart. In this scenario, column A will be entered as dimensions. The “Count” column (column B) will be entered as metrics.
The resulting chart looks something as follows:
How To Format The Chart: You have multiple options for formatting with this visualization. For instance, you can change the background color of either part of the chart. Simply click on “Chart Properties,” followed by “Bar Color Properties.”
Here is the sample chart with the color changed:
What Insights Does The Single Row Stacked Chart Provide?: Optimization in PPC is a rigorous and ongoing challenge. Marketers need to be strategic in how they spend their time on this task. With the single row stacked chart, you can find the campaigns, ad groups and even individual keywords that have the most amount of opportunity to gain.
In other words, you can use this chart to find your lowest performers. Then, you can better plan how to increase performance in these areas. The single row stacked chart can also be used to see how your latest changes have helped you capitalize on more opportunities in your campaigns
What Is It?: As the name suggests, the multi axis line chart is capable of measuring multiple items at the same time. For example, you may want to compare impressions, clicks and conversions in the same chart to see how your ad is performing at each stage. This can help you identify hiccups in your ad experience. Adding more elements into one PPC chart is incredibly efficient and allows you to do and understand more with a single visualization.
Why Is It Useful?: There are a lot of cases in PPC campaign management where viewing multiple metrics at once is really helpful. Not only does it save time, but it also offers a more complete view of what’s happening between these different metrics. The fill area of the chart can reflect the most prominent piece of the analysis.
How To Find Multi Axis Line Chart Data: Gather conversions, clicks, impression and/or any other metric-based data that’s important to your analysis right from your Google Ads account. Then, bring that data into Google Sheets to be used with the ChartExpo add-on.
Formatting Data In Google Sheets: Before your data is ready to visualize, you need to format it to display correctly. You will need three columns.
Drawing The Chart: The ChartExpo Multi Axis Line Chart option in the library will ask that you enter the relevant data into the right sections to create the visualization. For this chart, your date and metrics data will be entered into the Dimensions category, while your “value” data in column C will be your Metrics.
Once you’ve entered the data, click to create the chart. It should look something as follows:
How To Format The Chart: As always with ChartExpo, you have a number of ways that you can edit and adjust the chart to your liking. Click on “Chart Properties” and then “Legend Properties.” From here, you can change the text, rotate it, resize it and more. In the below example, the bottom axis text is being changed and rotated.
Here are the results:
What Insights Does The Multi Axis Line Chart Provide?: By measuring three different metrics across the same range of dates, there are a lot of insights that you can unpack from this one chart. In the example, you see that in the beginning of the measured period, clicks and impressions were highest, but conversions — the most important metric — were low.
However, something happened and conversions really took off. This is a clear indicator that a campaign change around that time caused a very big and very positive shift in performance. If you dig deeper and discover what that change was, it may be able to help the other areas of your Google Ads account!
What Is It?: Originally, the Pareto Principle was a means to explain the unbalanced distribution of wealth and property in Italy. Now, the Pareto Principle, or 80-20 rule, serves a more general purpose by suggesting that, in most circumstances, 80% of your results are achieved by only 20% of your efforts.
The 80-20 rule sheds light on the vital few inputs versus the useful many. In PPC, this means finding the keywords, ad groups, audience targets, device types and other components that lead to the majority of results, versus all of the other dimensions and opportunities that only yield a small amount of value.
Why Is It Useful?: The Pareto Chart works by identifying vital and useful opportunities and actions in your campaigns. This allows you to strategize your efforts and budget to optimize for those 20% vital few tasks that yield 80% of your returns. When you can allocate your spending to the areas that produce the most results, your ROI, business and Google Ads account will grow.
How To Find Pareto Chart Data: Let’s use the Pareto Chart to compare budget planned versus budget spent by each keyword. To start, the budget data needs to be collected. From the Google Ads main page, click “Campaigns” and select the one you’d like to investigate. Next, locate your “Budget” menu and then view your budget report. You can export this budget data to your Google Sheets.
Formatting Data In Google Sheets: Here’s how your data should look in your Google Sheets:
To summarize, you want to have your selection of keywords in the first column. You’ll want to repeat each keyword twice to compare budget planned versus budget actually spent, or consumed. Column B will be the labels for these two budget categories. Finally, column C is your actual budget figures.
Drawing The Chart: Open the ChartExpo add-on and find the Pareto Chart in the library. Then, enter your first two columns (Keywords and Budget Status) as Dimensions and your numerical budget data as Metrics.
When you tap to create the chart, this is what your visualization will look like:
How To Format The Chart: For this chart, let’s change the color of the bottom header text that reads “% Budget Consumed out of Planned.” Under “Chart Properties” you’ll find chart header options. From this menu, you can alter the text, style and color of the text.
Here are the results of the change.
What Insights Does The Pareto Chart Provide?: The Pareto Chart is not as easy to read as some of the other visualizations. Yet, it is packed with great insights. Remember, the Pareto rule is great for measuring results and optimizing accordingly.
In any PPC campaign, you’ll have a lot of competing keywords. It is very difficult to gauge performance of multiple keywords at the same time. With the Pareto Chart, you get an ordered sense of how every keyword stacks up and contributes to this 80-20 divide. With this breakdown, you can discover your most and least valuable keywords and then optimize bids and costs to capitalize on your wins and mitigate your losses.
What Is It?: The tag cloud is a text-based visualization that is great for looking at keywords or search terms. Whenever you want to look at a lot of items by a single metric, the tag cloud chart is the answer. It is really an alternative way to view the data than in the traditional list format of the spreadsheet.
Why Is It Useful?: Let’s say you are an ecommerce store that is selling a lot of different products. The tag cloud chart could be used for a variety of purposes. You could look at product keywords by clicks, search terms by impressions, etc.
How To Find Tag Cloud Chart Data: When using the tag cloud chart, the data from your search term report is great. You can copy this right into your Google Sheets.
Formatting Data In Google Sheets: To make sure your data is ready to depict visually, here is a breakdown of how to structure your spreadsheet.
Drawing The Chart: The Tag Cloud Chart is easily found in the ChartExpo add-on library. Then, all you need to do is enter your first two columns that list your search terms as Dimensions and your impressions count data as Metrics.
Click to create the chart and voila. Your visualization should look something like this:
How To Format The Chart: The title for this chart is a little misleading because you’re actually looking at search terms by impressions, not the other way around. With the formatting options, changing this header title text is easy. Enter the Chart Properties menu and select Chart Header Top Properties. From there, you can easily enter a new title.
Making this change will cause the following edited visualization to appear:
What Insights Does The Tag Cloud Chart Provide?: This is an alternative way to view your search terms report data. It is a very simple chart that displays each search term with how many impressions. You’re simultaneously discovering new potential keywords and measuring their potential value via impressions. Then, you can add those high-potential search terms to your keyword targeting.
What Is It?: This is another text-based chart like the tag cloud chart. Whereas the tag cloud chart is commonly used to measure metric performance of search terms or keywords, the text relationship chart looks at the relationships between text data.
Why Is It Useful?: There are a number of applications for the text relationship chart in PPC marketing. First, it can be used to compare search terms to keywords to understand the relationship between the two. Alternatively, you can use the text relationship chart to develop tighter and more relevant ad groups.
How To Find Text Relationship Chart Data: For this chart, you’ll need to get PPC keywords and metrics data from your Google Ads account. You will also have to visit your Google Analytics account to get search term data. Copy the desired sets of data into Google Sheets and then you can begin formatting.
Formatting Data In Google Sheets: For this sample, the first column will be keywords, the second column will be the list of resulting search terms and the final column will be the impressions data.
Drawing The Chart: For the text relationship chart, which is found in the ChartExpo add-on library, enter your search terms and keywords (columns A and B) as Dimensions. The third column representing your impressions values will be the Metrics.
Here is the visualization that this data creates. Remember, yours will look a little bit different because you’re using your own data.
How To Format The Chart: The way the visualization is depicted now, it is difficult to distinguish each grouping. The border lines are too faint! You can fix this by accessing “Chart Properties” and changing the border color. A nice red will make the lines much more defined and visually separate the clusters for easier analysis.
Here’s the new chart that is much easier to analyze:
What Insights Does The Text Relationship Chart Provide?: What this chart shows is how different search terms trigger your keywords. Each keyword cluster has a number of search terms. For instance, the “cell phone cases” keyword is hitting on 7 different searches.
Understanding how keywords and search terms relate to one another is useful in its own right. That said, adding impressions data into the equation allows you to also see how often each search term or keyword is triggering.
These insights can help you better plan your keyword targeting. For instance, there may be a particular brand or product/model that is more searched than others. You may also find search terms in this analysis that are not relevant to your business and need to be excluded from your targeting.
What Is It?: Impression Share Sankey Chart is used specifically to analyze this metric. Impression share is often overlooked, yet it is crucial when you have certain keywords that have been proven effective for your campaigns. You want to maximize your impression share for these terms!
Why Is It Useful?: Are you losing impressions because of bad targeting? Is it a budget problem? Device type? Bad match types? The Impression Share Sankey Chart is designed to look deeper into impression share data to determine how impressions are being lost or gained.
How To Find IS Graph Data: You’ll find impression share data under the “Competitive” metrics option. This can be found in any campaign, ad group, product group (if you’re working with shopping campaigns) or keyword page menu. You need to add impression share data by checking the boxes next to the column name. Once you apply the change, your impression share data will appear in your table. Then, you can export or copy the data into your Google Sheets screen.
Formatting Data In Google Sheets: Here’s how to get your data ready for the IS graph. Your first column will include your “Topics.” This means you need a row for every match type (broad, exact, modified, phrase, etc.), as well as device types (mobile, desktop and tablet). You also need to include rows for “IS” and “Opportunity.”
Essentially, the first column is dedicated to all of the parts of the chart. In the second column, you need to tell the chart where to place these topics. This is known as your SubTopic column. Each match type will receive a number 1, for the first position. Opportunity and IS receive a 2. And, device types get a 3.
In the third and fourth columns, you’ll enter your count and count1 values just as column names. Here’s an example to follow along.
Drawing The Chart: By now, you should be getting familiar with the ChartExpo add-on. Your “Topic” and “SubTopic” columns will become your Dimensions, while the count and count1 data are your Metrics.
By pressing the button to create the chart, you should find a visualization that looks something as follows:
How To Format The Chart: So far, you’ve learned how to make formatting changes through the Chart Properties menu. An alternative method is to click the pencil icon next to any chart element that you’d like to change. In the example below, the IS bar is being changed to red to distinguish it from the opportunity one.
Here’s what the chart looks like after the edit:
What Insights Does The IS Graph Provide?: You have spent a lot of time and money selecting the right keywords but its match type selection is also important that are valuable and, most importantly, profitable for your business. If you aren’t getting high enough impression share for these keywords which are triggered by under specific match type, then you are losing valuable opportunities to convert customers. The IS graph is rich with insights that help you understand why you are missing certain impressions, whether it is a budgeting problem, poor match types or something else.
What Is It?: There are a few cases in PPC data where there are multiple components contributing to a single metric. This parts-and-whole relationship is what the components trend chart is designed for. You can look at how different factors contribute to the whole and how improvements to these components affect the overall.
Why Is It Useful?: The best use for the components trend chart is analyzing quality scores. Quality scores are incredibly vital to the success and performance of your campaigns. High quality scores can improve your ad ranks, lower costs, improve clickthrough rates and create an overall healthier Google Ads account.
Google uses multiple factors to determine quality scores, including landing page experience, ad relevance, expected CTR and more. The components trend chart is useful in seeing how changes in these areas positively or negatively affect your overall quality score.
How To Find Components Trend Chart Data: Get landing page experience, ad relevance and expected CTR from Google Ads. Copy-paste or export this data into Google Sheets to begin formatting and drawing the components trend chart.
Formatting Data In Google Sheets: The components trend chart looks at data from a specified period. So, column A will be your “Date” information. Enter the dates from which the rest of the data is being pulled from. You are going to repeat the dates multiple times for each metric and grade (see below).
Columns B and C will be named “SubTopics1” and “SubTopics 2.” The first topics column will be where you enter Ad Relevance, Expected CTR and Landing Page Experience titles —again, repeating each for the various grades. The second topics column will be these grade levels, “Below Average,” “Average” and “Above Average.”
Finally, column D will be the count data. Here you will enter the quality score rating for each corresponding row, taking into account the date, factor and grade.
Drawing The Chart: When your sheet is prepared, click the ChartExpo add-on and select Component Trend Chart from the library. Columns A, B and C will be your dimensions; that’s your “Date,” “SubTopic1” and “SubTopic2” data. Your count data (column D) will be entered as the Metrics.
Your visualization will look like this:
How To Format The Chart: If you want to change the height and width of the entire chart, you can easily move the “Window Size” sliders until you reach the desired dimensions.
What Insights Does The Components Trend Chart Provide?: This visualization is depicting how changes to the three major factors have shifted quality scores. At the start of the chart, in Week 05/01, you can see that Landing Page Experience was improved from 3 to 5, moving from Below Average to Average. In turn, quality scores also increase.
When you are making several changes to your campaigns in order to increase these three, key factors, the components trend chart can show you how each adjustment adds or subtracts from the overall quality score.
In this respect, the components trend chart acts like a roadmap for how you can achieve better quality scores. Given the above visualization, you know that all three of these factors are performing average. If you want to raise quality scores further, you need to improve across the board and try and push above average ratings.
What Is It?: At first glance, a Scatter Plot chart may just look like a series of dots. The location of each dot, however, corresponds to data on the x and y axes. How each data point is distributed along these axes can help you identify trends, patterns, outliers and more. This is a helpful chart when you have relatively simple data that can be plotted on x-y axes.
Why Is It Useful?: Your spreadsheets are useful for keeping data organized and structured. However, when you have a lot of different data points in the sheet, even simple x-y data, it’s hard to analyze efficiently. The scatter plot chart maps out each point so you can see where each one is in relation to the others. Again, this makes it incredibly easy to spot noteworthy patterns and relationships.
How To Find Scatter Plot Chart Data: There are many applications and uses for a scatter plot chart. For this reason, there are many different sets of data that you can gather and use with this visualization option. For the purpose of this how-to guide, start by grabbing search terms or keywords and their monthly search volume and Avg. CPC. You can get this data if you have PPCexpo Keyword Planner chrome extension installed.
Formatting Data In Google Sheets: To get started creating your scatter plot chart, you’ll need four columns of data. Columns A and B will be your “Keyword” and “Keyword1” data. For this chart, you’ll put same values in both columns.
Next, columns C and D will be labeled “Search Volume” and “Avg CPC.” In these columns, you’ll enter the value of term impressions and the impression value on previous status.
Drawing The Chart: Columns A and B will become your Dimensions in the ChartExpo Scatter Plot Chart menu. The Metrics option will be filled by your data in columns C and D. Once you’ve applied your dimensions and metrics accordingly, you can click to create your scatter plot chart.
Once the chart will be created it will look like this
How To Format The Chart: Want to change the background color of your scatter plot chart? It’s easily done right from the “Chart Properties” menu.
What Insights Does The Scatter Plot Chart Provide?: Your Google Ads search campaign’s ROAS highly depends on the keyword opportunities you find. Right keyword research with high search volume and lowest Avg. CPC is best for success. The keywords that appear on the cross section of low CPC and high volume are the one you should focus on. With this visualization you can find such keyword on the left top corner.
Without visualizing your data, comprehension and understanding are limited. ChartExpo’s library of PPC charts allows you to efficiently dig into your data and extract the valuable insights that marketing thrives on.
Improving quality scores, understanding impression share, discovering valuable opportunities, optimizing ad spend, increasing conversions —it can all be achieved with the right visualizations for Google Ads.
How much did you enjoy this article?
We will help your ad reach the right person, at the right time
Actionable insights discovered for you. Now you can do more in less time.
PPCexpo Keyword Planner will help you align your keywords with the customers’ intent.
Frequent audits will help you optimize your PPC campaign for success.
Visualizations give you the ability to instantly grasp the insights hidden in your numbers.
Experience the new revolution in reporting … click your way to insights, don’t scroll.
Calculate the number of combinations in your PPC campaign. It may surprise you.
Related articles
Learn why asset allocation by age is crucial for financial success. We’ll explore portfolio models and practical tips to optimize your investment strategy for your age.
Learn the essentials of internal and external strategic analysis. This guide shows you how to leverage insights for better decision-making and strategy alignment.
What is customer retention, how does it impact your business growth? Learn how keeping customers loyal can increase revenue and reduce acquisition costs.
