PPC marketing is a multistep process that starts with creating an account and publishing your campaigns. Any experienced PPC marketer will tell you that the majority of their time is spent managing campaigns, rather than developing new ad copy and creatives.
PPC management is an equally involved and multi-tiered process that includes analyzing the massive volumes of data that campaigns create with the hopes of identifying opportunities, mitigating risks and, ultimately, finding ways to positively impact the performance of your business and ads.
Unfortunately, the data created by PPC campaigns is complex, multidimensional and difficult to work with. In many cases, by the time you uncover an actionable insight hidden within your numbers, the opportunity has passed or the risk has already caused its damage to your campaigns.
In other words, you have lots of actionable data at your fingertips, but the inability to analyze it quickly enough to accommodate the dynamic nature of the market. What you need are the proper data visualization tools for processing and understanding that data; what you need are PPC charts to help you visualize your data and see the opportunities and risks occurring in your data.
Data visualization is an important step in the analysis and reporting of PPC data. Visually representing your metrics and performance will help you make better sense of key insights faster and more efficiently.
This discussion will look at 28 charting options taken from the ChartExpo library that PPC marketers have when visualizing their campaign data. This library does not include common charts like line, bar, and pie but few advanced charts with awesome visualizations.
Visualization is extremely powerful because of how your brain functions. From the moment that you first opened your eyes as a newborn, the visual processing supercomputer inside your brain powered on and began downloading visual data and using this information to make sense of the world around you
As humans, we live in a very visual world. Every moment that your eyes are open, your brain is processing millions of visual cues about your surroundings. It’s a wizard at handling his particular type of data.
In fact, your brain processes visual information 60,000 times quicker than text. So, that old saying that a picture is worth a thousand words should actually be that an image is worth 60,000 words. This means that your brain “reads” an image in a 13-millisecond flash. That’s fast.
This is at the heart of why visualization is important in PPC. It’s about translating the numbers and metrics of your PPC campaigns into a format that is easier for you and those around you to understand.
In this respect, visualization is not only beneficial for your own understanding but also for team members, stakeholders, clients, customers, etc. Whenever you are reporting data findings to yourself or others, visualizations convey the information in a way that the details are immediately absorbed and understood.
In short, you need to understand what your PPC data is telling you, but raw numbers obscure the meaning and insight. Visualizations offer a solution by injecting visual storytelling into the numbers.
When you load your Google Ads dashboard, you are immediately given some simple visualizations that measure your campaigns’ progress. You can also create pie, line, and other simple charts to help track your key metrics.
The problem that most marketers face is that these charts are basic in nature. They work great for simple data sets, but what happens when your data grows in complexity? Then, these charts no longer have the same powerful effect on visualizing the data.
There is a distinct deficiency of visualization options in Google Ads, as well as every other advertising platform. Your complex data requires sophisticated charting options that are built to handle the difficulties of managing and analyzing PPC data.
As a paid search professional, you want to make data-informed decisions about how best to improve your campaigns and achieve even greater results. To do this, you need visualization options to further your understanding of your PPC data.
With a library of dedicated PPC charts, ChartExpo is the perfect tool to solve the lack of visualization options. ChartExpo delivers powerful, interactive charts designed to express PPC data in a visual manner.
The visualizations provided by ChartExpo allow a marketer to:
ChartExpo helps you see the story that is hidden behind your numbers and uncover important insights along the way. You can respond quickly to emerging trends and make fast, but accurate, decisions that will help your accounts gain that crucial edge over the competition.
In the next sections, you’ll learn about 28 PPC charts for marketers that are included with the ChartExpo tool.
Vertical bar and tile charts are helpful when you want to compare one metric with one dimension.
By stacking multiple bars next to one another, you can compare data from previous periods. Has performance increased or decreased since your last analysis?
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In this sample chart, Avg CPC is broken down by 11 values of Quality Score The blue bars represent current CPC averages, while the gray bars are the previous period. This allows you to easily compare the values for each category against their historical performance.
The tiles at the top of the visualization showcase the overall averages for the current and past period.
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In a later section, you’ll learn more about tile charts and when to use them.
Single-Axis radar charts are used when you need to compare multiple items or variables to find interesting or useful differences between variations. There are three distinct cases where the single-axis radar chart is extremely useful.
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In this example, a campaign is being measured by days of the week. The gray shape reflects the historic performance, while the blue shape is the current period. Right away, you can see that performance has grown.
The spokes of the shape express spikes inactivity. In the sample, you can see that performance is steady from Thursday to Saturday night. The visualization also reflects that Wednesday is a weak day for a performance.
This visualization looks at how individual parts contribute to a collective whole, which is why the composite and detail chart is also known as a whole and parts chart. In PPC, there are a lot of these whole-part relationships —multiple metrics that influence a larger component.
Quality Score is one example of this type of whole-part relationship in PPC. Your Quality Score ratings are decided by a number of factors. Ad relevance, expected clickthrough rate, landing page experience, and account history are just some of the many components that contribute to your Quality Scores.
With the composite and detail chart, it’s easy to see how changes to small details affect the whole.
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Very quickly you can see that the overall Quality Score has increased from 5 to 9 in the past few weeks. Thanks to how the parts-whole visualization is designed, you can see that this shift is because of an increase to ad relevance in week 03, a bump to landing page experience in week 05, and then an improvement to expected CTR in week 07.
Targeting is an important part of successful PPC marketing. If you aren’t getting your ad in front of the right people, on the right device, and at the right time, then your campaigns will struggle.
The peak hour chart is designed to answer this question of timing. Specifically, it looks at which hours out of the day your campaign is getting the best results. You can use this data to determine your ad scheduling and ensure that your paid messages are displayed the most at the times when target customers are active and willing to engage with ad messages.
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Based on this visualization, you can see what times throughout the day promise the best ROI for your PPC campaigns.
Your PPC campaigns consist of a lot of moving parts. Metrics never stay at the level where they are for long. Tracking these changes is vital for making positive adjustments to your campaigns. The slope chart is designed to highlight changes in rank or metric across two time periods. It’s the perfect way to monitor movement in your campaigns.
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Looking at the chart, you can get a great “before and after” of each keyword’s rank. When the slope of a line is dramatically trending up or down, it is a sign of a major shift in keyword performance.
If the slope is positive, then it is a big potential opportunity for your team to capitalize on it. However, a dramatically negative slope, as is the case with keyword #7, could signal a potential risk. This keyword is losing performance and may no longer be relevant to your ads!
The close relationship that many metrics share with one another can also be visualized with a donut PPC chart. This is a good chart to use when you’re looking at closely related metrics, such as impression share, lost impression share budget, and lost impression share rank.
There are several cases where you want to use a donut chart:
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With this visualization, the dark blue area of the ring signifies the impression share of your ad, while orange reflects lost impressions by rank and the lighter blue shows lost impression share by budget.
What you can see from this chart is that even though you have a good amount of impressions, you’re also losing almost as many impressions because of poor ranking or too small a budget. This means that there is a substantial number of impression opportunities that your campaigns are missing out on!
The stacked grid chart is designed so that you can compare multiple totals that are contributing to an overall sum. This is another visualization that is commonly used when looking at Quality Score data.
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The data in each row adds to the overall totals in the first column. The overall column adds up to 100%. This allows you to see the strengths and weaknesses of your campaigns in relation to the components that make up Quality Scores.
Expected CTR and Landing Page Experience are producing the majority of the above-average scores, while Ad Relevance is creating the majority of the below-average scores. This is an immediate insight that showcases where you need to focus your efforts if you want to raise your Quality Score ratings.
This is another visualization to help you better understand the timing of your campaigns in order to achieve the maximum performance and ROI. The advantage of this chart is that it looks at both hours of the day and days of the week to find hotspots where performance or metric values surge.
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The horizontal dayparting chart can be used with many different metrics, like clicks, impressions, conversions and more. The darker the square, the more value that particular day/time slot received for the metric that you are measuring.
When you can find clusters of dark squares, it signals a certain stretch of time where performance is high. Clusters with low or no activity also are important to identify. These are areas that you can avoid when scheduling your ads because they don’t produce results.
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These are just some of the clusters that you can see. The large rectangle on the left side of the chart shows that performance is pretty good on almost all days between the hours of 00 and 02. Saturday is one of the best days for performance, with almost the whole day hitting dark-shaded boxes. There is also a hotbed of activity on Tuesdays between hours 04 and 11.
As its name suggests, the line and fill comparison chart is used to compare two sets of data. The comparison may be the same metric over two different time periods or comparing two or more metrics over the same time span.
Comparisons are very helpful for obtaining PPC insights. By comparing two metrics, you begin to understand how these two figures correlate to one another. The same can be said when you compare changes over short or long periods of time.
When you have a firm grasp of your historical data, it’s easier to understand how well your account is currently performing.
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In this line and fill comparison chart, weekly average CPC amounts are being compared between two stretches of time. The fill portion of the chart covers the past, while the line reflects the most current CPC trend.
If the fill and line are relatively similar, then performance has stayed the same. The disparity between these two data sets reflects a time when performance was above or below what history has shown. This could be a positive sign or a potential campaign misfire that needs to be investigated further.
Bidding is a significant part of PPC management that deals directly with your costs and ad spend. The bid chart is used to visualize your bidding data for different keywords. Essentially, this PPC chart shows costs related to different ad positions, like the first page, top of the page, and first position.
The bid chart can be used to not only help a marker decide how much to bid on each keyword but also how much budget is necessary to obtain the desired ad position for each term or an entire campaign.
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With this PPC chart, you can compare and contrast bid values for each position. This allows you to optimize your spending to achieve the maximum ROI. It’s also a helpful chart to detect how CPCs are scaling and whether or not you need to adjust your Max CPC value.
Change is a critical factor to measure in PPC marketing. Your campaigns, ad groups and keywords are constantly changing for a variety of reasons. Customers may change their search behaviors or your competitors switch their strategies. The market itself may also undergo a significant shift.
No matter the cause, these changes need to be identified, analyzed and understood. Then, campaigns need to be adjusted accordingly. The change chart is designed to help PPC marketers with the discovery and analysis of these shifts.
The change chart visualizes the current data against previous periods and highlights the difference between the two points, whether positive or negative. For instance, consider the following table looking at clickthrough rates for various keywords:
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When you visualize this table using the change chart, this is the result:
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By visualizing the change between the past and present, you can immediately see how your keywords are shifting for better or worse. In the example, there are several keywords that have changed positively. These keywords are potentially valuable opportunities in the PPC market.
There are also keywords that are losing performance and need to be watched closely. If performance continues in this downward trend, it may be necessary to pause spending on these terms.
Opportunities in PPC marketing are representative of areas of potential growth that are not yet being realized or seized. The opportunity chart is an effective way to display information about your current and past campaigns to see how many opportunities you are leaving on the table.
Another way to think about the opportunity in PPC is as a means for measuring how much potential growth there is in your campaigns, which means this visualization can also be used to measure how much work is left in your campaigns. How much more opportunity is there?
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This opportunity chart looks at your impression share versus the total eligible impression share and displays the difference as an opportunity percentage. When you know how much opportunity is available in your campaign, you can measure how much progress is left and how much potential value is still available.
A keyword analysis is an ongoing and important task related to PPC marketing and your digital marketing strategy in general. Almost any strategy you implement requires keyword research.
One of the difficulties associated with keyword research and planning is that interest in certain topics has a tendency to ebb and flow. What this means is that your best keywords this month may decrease in interest and performance in the future. Conversely, keywords that aren’t even on your radar right now may suddenly rocket up to the top of your list.
The search term chart is designed to visualize data regarding the popularity and media coverage of related topics and search terms. This makes it easier to discover new keyword opportunities, as well as track noteworthy changes in your existing keywords.
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This sample search-term chart is looking at click data by search terms and listing each keyword based on click volume.
A bar stacked comparison chart is not much different from a normal bar chart. The key difference is that the bars in this chart are stacked on top of one another to make comparison easier.
There are multiple ways to use this PPC chart:
One common way that PPC marketers take advantage of the bar stacked comparison chart is by showcasing increases or decreases in lost impression share budget versus lost impression share rank.
Let’s assume that this is your data table:
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At a quick glance, it’s impossible to really understand what the table is telling you and what is actually going on with your lost impression share metrics. Again, this is the power of visualization. Once the data is visually depicted, it all becomes clear.
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Now, you can easily compare the amount of impression share lost by budget versus impressions lost because of low ad rank. Plus, you can see the role that different match types play on these metrics.
This is another important benefit of data visualization; you can see your data from more angles. When you add data to a table, it muddles your understanding and makes it more complex. This is not the case with data visualizations!
In a typical line chart, you have an X and Y-axis. The dual axes line chart features one X axes and two Y axes. The dual axes allow you to illustrate the relationship between two variables and using two unique scales or magnitudes of measurement. Essentially, the dual axes line chart is used to combine data from two-line charts together. Again, this leads to simple and fast comparisons.
There are many different implementations for using this PPC chart. For instance, you could check the performance of your campaigns based on a desired or expected ROI. Alternatively, you could look at how two similar metrics correlate to one another.
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Here’s one example of a dual axes line chart that looks at conversion versus non-conversion spend. By placing these two lines alongside one another, the marketer can quickly see days where conversion spend was working in favor of the campaign and the times when the campaign was wasting budget with non-conversions.
When the non-conversion line spikes above the positive conversion line, it is time to act and get to the bottom of this misfire. This could be a landing page error or a problem with ad relevance, but it is an issue that needs to be investigated so you can resume positive conversion spending. For the best campaign performance, the non-conversion trend line needs to be on the lower end of the chart.
This PPC chart adds another element to the dual axes line chart. The added bars of this visualization mean you can look at even more data across different ranges and have all of the information included in the same chart.
There’s also a visual element of combining a trend line with bar chart data. It’s easier to separate the two and reach accurate conclusions quickly.
Here is an example:
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This is a valuable chart that is packed with insights and data. The purpose of this chart is to compare average CPC and CTR based on each hour of the day. Visualizing any two of these elements together is effective in its own right, but combining all three adds another layer of understanding.
For example, at hour 18, you can see that CTR is fairly low, especially compared to other hours like 6, 8, 14, and 15. That’s a valuable insight on its own. With the dual axes line and bar chart, however, you have the added CPC data. This further showcases that hour 18 is problematic because the average CPC at this time is also on the higher end.
Now, you have twice the evidence to back up any changes you make to your ad scheduling.
If you thought that dual axes line charts were powerful visualizations, get ready for multi axis line charts. With this interactive data visualization tool, you can configure your chart to include multiple axes.
Why is having multiple Y-axes useful? For one, it allows you to measure multiple metrics at the same time, even if those metrics have radically different scales. For instance, you may be tracking clicks, which can easily number in the thousands, alongside conversions, which may only need a scale of 1-50.
Without this multi-axes, interactive visualization, you would have to compare multiple different charts for each metric to have the same effect.
Here’s an example of a multi-axes line chart that is measuring average CPC, cost, and clicks by date.
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Cost is being indicated by the sky blue filled area, while clicks are designated by the orange line and the average CPC by the darker blue line. As you can see, when clicks are reduced, costs are also reduced. This is a common correlation in PPC marketing. The other interesting insight is that the average CPC line continues to increase throughout this period.
Again, the beauty of this visualization is simultaneously analyzing multiple metrics and trends with a single chart. There’s no flipping back and forth between charts and trying to draw conclusions. Everything you need is right in front of your eyes on a single screen.
A dual axes radar chart utilizes many of the benefits and advantages of the single-axis radar chart, with the obvious benefit that you have an extra axis. This means that you can compare two metrics across the same categories.
The dual axes feature also makes it easier to spot outliers, differences, and commonalities between the trends of these two metrics. When these data patterns are easy to spot, it means that you can more efficiently obtain valuable insights on how to improve PPC campaigns.
To demonstrate the effectiveness of the dual axes radar chart, here is a sample visualization. This PPC chart is looking at clicks and average CPC amounts across each day of the week.
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The blue covered area reflects the average CPC data and the orange area represents clicks. Each shape relies on its own axis scale, which allows these two data sets to display correctly in the same chart.
Based on this chart, there are days when clicks are high and average CPC and vice versa. Sunday and Friday, for instance, show a high number of clicks and fairly low CPCs. Meanwhile, a day like Monday shows very minimal clicks, but one of the higher average CPC values.
The radial bar chart uses circular shapes to compare metrics and categories. In terms of PPC marketing, it is best used when you want to look at how different metrics compare in your campaigns. This practice will not only help you better optimize your campaigns but also understand which metrics produce the best returns for your business and PPC account.
A radial bar chart can also be used to:
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This radial bar chart is comparing the current and previous percentage of impression share for a selection of keywords. The visualization makes it easy to see that the previous period had a higher impression share % then the current one. It’s time to change your current strategies to regain this lost impression share!
If you’re unfamiliar with the Pareto Principle, here is a quick summary. Pareto was an economist who discovered that 80% of land in Italy was owned by only the wealthiest, top 20% of Italians. Since its origins as a wealth distribution model, the Pareto Principle, and this 80-20 ratio has been applied to various types of marketing.
In terms of PPC marketing, the Pareto Principle’s 80-20 ratio is used to help you understand the performance of your keywords. The majority of your returns (around 80%) will typically be created through a small selection (roughly 20%) of your keywords. All keywords are useful, but these top performers are vital to the success of your campaigns.
Essentially, the Pareto Principle is used to distinguish significant from not-so-significant items. Here’s a look at a sample vertical Pareto chart.
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There is a lot to unpack with this visualization. The top, the horizontal axis is measuring impressions for each keyword. Keywords are listed in descending order down the vertical, y-axis, with the top-performing keywords at the top of the chart.
Each blue, horizontal bar represents the corresponding keyword’s contribution to the total impressions. The orange, cascading line running diagonally across the chart represents the cumulative value that each keyword adds to the total percentage of impressions. The bar at the bottom chart also reflects this same cumulative.
The other nice feature of the vertical Pareto is the square box that easily distinguishes the keywords producing 80% of your campaign results. Thus, it is effortless to identify your top, vital few keywords, versus the useful many.
There have been a number of PPC charts discussed so far that have been useful for visualizing Quality Score data and the factors that contribute to these ratings. The Quality Score Chart looks directly at visualizing the scores of your keywords, rather than these contributing factors.
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This is a great data visualization tool for identifying your problematic keywords, with regards to Quality-Scores. Any red scores are problematic areas that you absolutely need to investigate right away. Green scores — 7 or greater — are great keywords that are giving you positive Quality Score grades. Then, numbers in the middle are areas that you want to try and improve after you’ve resolved any red scores.
The colorful and simple nature of this visualization makes it great for reporting to stakeholders or clients that are not as familiar with PPC terminology. They may not fully understand what impact a Quality Score has, but the red-to-green scale is something that everyone recognizes. Red is negative; green is positive.
Tile charts are helpful, simple charts that are very versatile in the number of ways that they can be used. Here are a few of the ways that you can use a tile chart:
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Here’s another example where multiple tiles are placed next to one another. This visualization acts almost like a dashboard where you can see what’s going on across all of your most important PPC metrics.
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The hierarchical bar chart is used when working with hierarchical data. This means data that flows in a tree-like structure. Does that sound familiar? It should because that’s how your Google Ads account is structured!
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The concept behind the hierarchical bar chart is to allow the user to click on one bar, which then expands to show the rest of the corresponding data at the lower levels of the hierarchy. When it comes to PPC, this chart is best used to compare performance across different campaigns, especially when trying to highlight the best ad messages in your arsenal.
That said, the hierarchical bar chance can also be used to help you optimize different campaign metrics. For instance, you can look at keywords across all of your campaigns and ad groups to find the terms with the highest clicks or conversions. Then, you can optimize accordingly and unlock the best ROI.
Another use-case for the hierarchical bar chart is when you want to compare how the same keywords perform in different campaigns. No matter how you use this chart, there is a lot of value and insight to unpack!
Here’s an example of a hierarchical bar chart visualization:
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In this example, a hierarchical bar chart is being used to track keywords that fall under each Quality Score rating and the percentage of impressions gained by each. With this chart, it is easy to see how higher Quality Scores contribute to better performance and higher impressions. The keywords with low Q-Scores receive hardly any impressions!
If you paid enough attention to your high school math classes, you’re probably familiar with scatter plots. This type of chart uses dots to represent values for two different variables. The position of the dots along the X and Y axes let’s you know how high or low the values are behind each point.
Scatter plots are used when you want to better understand a correlation or relationship between two different values or metrics. You can also use scatter plots to discover patterns in your data. When your data produces interesting arrangements and patterns of dots, it is a clear sign of a growing trend that should be explored further.
Another strategy when working with a scatter plot chart is to divide data points into sections and then investigate each cluster more closely. You can also measure the distance between each cluster to identify gaps and outliers.
How does this apply to PPC data? Let’s take a look.
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This scatters plot chart is used to look at the impact of Quality Score and bid amount on whether or not an ad appears. Google likes to reward ads with high-Quality Scores by offering reduced CPC amounts. This chart is really effective at helping a PPC marketer understand how this correlation between higher Quality Scores and lower CPCs works.
Putting data alongside other data is a useful visual cue for the brain that these two items are related to one another. That’s the core principle behind the adjacent bar chart visualization.
By utilizing staked and adjacent bars, this PPC chart makes numerical comparisons across multiple categories. Mainly, it is used to identify trends and proportions that traditional, column-style bar charts miss.
Here’s an example:
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With this visualization, you can judge the performance of each keyword by comparing CTR and CPC data in a side-by-side view. This is really helpful and right away you can glean a number of insights.
For example, keyword 1 has a fairly low CTR at 5.3%, but it has the highest CPC amount at $4.91. Compare this to a keyword like #8, which has a much higher CTR (16%!) and only $3.01 per click.
There are a lot of these types of insights obtainable by analyzing this type of chart. The next step may be to also incorporate conversion data and see if those high-cost, low CTR keywords produce enough valuable conversions to be worth this tradeoff.
Instead of visualizing ad scheduling data horizontally, you can also display the data vertically. Keep in mind, your brain is used to processing information from left to right, just like reading words on a page.
With the horizontal dayparting chart, you read the data by each day. However, when you invert the dayparting chart, your brain processes the data by hour. This can lead to different insights that you wouldn’t see when oriented horizontally.
That said, the vertical dayparting chart has all of the same benefits as its horizontal counterpart. You can see interesting clusters or trends with regards to daily and hourly ad activities based on the metric being measured.
In the example chart, there is a lot of activity happening in the middle of the chart, between hours 09 and 16. Looking closer, Monday is a great day for the ads during this time frame; almost every square is that dense, dark blue that signals high values!
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With the Sankey chart, you can look at a relationship between two or more variables and how they relate to a specific metric. For instance, you could use the Sankey chart to see how keyword match types and device types play into impression share and opportunity.
The way that the Sankey chart illustrates the data is very useful and makes it easy to spot trends that may have otherwise gone undetected. The example chart depicts that the majority of your exact match keywords are coming from desktop searches.
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This may be intentional and how you’ve designed your campaigns and targeting. However, if it is not intentional, this chart is very telling and may suggest a significant issue within your campaign.
Keywords and search terms share a close relationship. Sometimes, the two are used interchangeably, but they are actually different. Keywords are the terms that you target, while search terms are the actual search queries where your ads appear based on your match types.
This visualization looks at how each keyword performs for a certain metric and then breaks down how each individual search term that was triggered by the keyword contributed. Take a look at this sample that is measuring clicks across 12 different keywords.
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Not only are the keywords listed in order of how many clicks they generated, but the data is further broken down by the exact search terms that triggered those clicks. This is a great way to get deeper into your keyword metrics and even discover some new keywords along the way!
As a PPC manager, one of your primary responsibilities is understanding how your campaigns are performing and exploring possible avenues to improve that performance and produce even stronger returns in the next month.
Achieving this goal requires an intimate relationship with your campaign data. Every second of the day, your PPC campaigns are producing mountains of data that have all of the clues you need to improve performance.
However, listening to that data and making sense of the jumbled mass information is incredibly difficult. For large PPC accounts, it is impossible to gain any insight without the right data visualization tools.
ChartExpo solves the lack of visualization options available to advertisers and offers 28 PPC charts. These visualizations are specifically designed to analyze and visually depict campaign metrics in innovative, new ways.
Seeing your data visually represented with these charts will give you a fresh perspective on your PPC campaigns and will lead you to find interesting, actionable insights on how to improve your advertising strategies.
Who knows what’s waiting to be discovered!
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