HeroConf2024 - Making Google Ads and Looker Studio Work for You - Joshua Slodki

Looker Studio is the best dashboarding platform that no money can buy. While it makes data visualization accessible, getting it to tell your story can be challenging.

In this session, Josh guides you through the process of developing your own Google Ads insights platform aligned with your business and campaign objectives.
• Getting started with Google Ads and Looker Studio
• Enhancing the data to tell your story
• Designing your dashboards to deliver actionable insights

Transcript

1. Making Google Ads and Looker Studio Work for You Joshua Slodki B U O Y D i g i t a l G r o u p https://speakerdeck.com/joshuaslodki @joshuaslodki @JoshuaSlodki
2. Why?
3. Looker Vs. Excel
4. Embrace the Nerd!
5. Looker vs. Google Ads
6. Know Your Audience
7. Everything Else
9. Let’s Get To It!
10. Step 1: Connect Step 2: Copy Step 3: Calculate Step 4: Design
11. Step 1: Connect
12. Step 1: Connect
13. Step 1: Connect
14. Ignore ‘Create Report’
15. Remember why the good Lord made your eyes… Plagiarize, plagiarize, plagiarize …Only be sure always to call it "Research“ ~ Tom Lehrer
16. Step 2: Copy
17. Step 2: Copy
18. Step 2: Copy
19. Make it Your Own
20. Step 3: Calculate
21. CPC (calc): Cost / Clicks CTR (calc): Click / Impressions Conversion Rate (calc): Conversions / Clicks CPA (calc): Cost / Conversions CPM (calc): Cost / (Impressions / 1000) Step 3: Re-Calculate Standard Metrics
22. Design for Story Telling
23. Top Line Performance
24. How to Layer Scorecards
25. Primary Mix Visuals
26. Primary Metric Table
27. Performance Trends
28. Save Time with Slide Layouts
29. Embrace the Nerd!
30. Data Management with Looker Studio
31. We Need to Get From...
32. https://www.buoy.digital/lp/matrix/?kw= f0llow_th3_w4!Te_r@88it&utm_source=tH0m @$_A_@Nd3r$0n&utm_medium=rEd9!lL2r@Bb!t HoLe&utm_campaign=coPP3rT0p_iKnowKuNgFu &utm_adgroup=fr33yourM!Nb&utm_term=th3r e_is_no_s9oon&cr=h3!stHe0n3&gclid=mYN@m ei$NEO This...
33. To This...
34. CLASSIFY & BLEND
35. Classify
36. Tactic Classification Campaign Classification Search Term Classification Google Ads Applications
37. Calculate More Fields
38. CASE WHEN this THEN that CASE WHEN Campaign = ‘Name 1’ THEN ‘Group 1’ ELSE ‘Catchall’ END The CASE for Classification
39. CASE WHEN Campaign = 'Brand Campaign' THEN 'Brand’ WHEN Campaign = ‘NonBrand Campaign' THEN ‘NonBrand’ ELSE ‘Other' END The Basics
40. CASE WHEN Campaign = 'Brand Campaign' THEN 'Brand’ WHEN Campaign = ‘NonBrand Campaign' THEN ‘NonBrand’ ELSE ‘Other' END The Basics
41. CASE WHEN REGEXP_MATCH (Search term, "((?i)bouy)") THEN 'Core Brand' WHEN REGEXP_MATCH (Search term, "((?i).*buoy).*") THEN 'Brand' ELSE 'OTHER' END Exact Match vs. Contains
42. Classify: Calculated Fields
43. CASE WHEN REGEXP_MATCH (Campaign, "((?i).*_brand_).*") THEN 'Brand' ELSE ‘NonBrand' END Campaign Classification
44. Classify: Calculated Fields
45. Agency Tip: Automate with Sheets
46. Blends
47. What’s a Blend? Month Month Campaign Cost Conversion Campaign Clicks
48. Google Ads Conversion Blend Handling Multiple Conversions
49. Why We Need to Blend Conversions
50. Before You Blend
53. Build Your Blend
54. Conversion Blend
55. Base Metrics
56. Blend Tables
57. Include Segment Conversion Type Name Equal to (=) Conversion 1 Conversions Filters
58. Full Outer Joins
59. Blend Table
60. Now What?
61. Calculated Metrics
62. Calculated Metrics
63. CPC: SUM (Cost) / SUM (Clicks) CTR: SUM (Clicks) / SUM (Impressions) Conv%: SUM (Conversion 1) / SUM (Clicks) ROAS: SUM (Conversion 1 Value) / SUM (Cost) Basic Table Calculations
64. CPC: SUM (Cost) / SUM (Clicks) CTR: SUM (Clicks) / SUM (Impressions) Conv%: SUM (Conversion 1) / SUM (Clicks) ROAS: SUM (Conversion 1 Value) / SUM (Cost) Basic Table Calculations
65. IFNULL(input_expression, null_result) Summary: Returns null_result value if input is null CPC: SUM(ifnull(Cost,0))/SUM(ifnull(Clicks,0)) The Ifnull Table Calculations
66. Design for Story Telling
67. THANK YOU!