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Looker studio dashboard explanation

Jonas Østergård Bæk avatar
Written by Jonas Østergård Bæk
Updated over a month ago

Analyzing the results

There exists 4 pages in the report. Let’s go through these step-by-step:

SEARCH TERMS

Purpose of report: Deep-dive into cross-channel metrics for individual search-terms.

The Search Term Opportunities report consists of 5 main blocks:

1. Quick View

Provides you with a very quick summarization between common paid and organic metrics.


2. Search Term Opportunities

Your playground to mine important data depending on what you’re looking for. Here important paid and organic metrics are placed side-by-side for an easy review of how we’re doing cross-channel.


3. Landing Pages

When clicking on a search-term, you will here be provided with the top performing paid and organic landing-pages for the search-term. You can here determine if there’s a more appropriate landing-page to target for either channel based on historical data.

4. Paid Opportunities

Search-terms provided here are search terms which exists in Search Console for the time-period but not in the ads-account. Review if there’s something interesting here to target in Google Ads.

5. Organic Opportunities

Search-terms provided here are search terms which exists in Google Ads for the time-period but not in the Search Console. Review if there’s something interesting here to target as part of SEO.

You can set up a control-checkbox to Include/Exclude your own brand from the opportunity outputs in the SEARCH TERMS page. This is how to do it:

  1. Add a new field in the opportunities datasource.

  2. Use a Case statement to give your own brand a false condition using regexp contains (see image below)

  3. Use that boolean field in a checkbox control that can be placed in the top menu (see images below)

TOTAL TRENDS

Purpose of report: Compare CTR and Click-share development between paid and organic.

The Total Trends report consists of 4 main blocks:

1. Quick View

Here you can get a quick sense of what the total click/search volume trend from both paid and organic looks like. With search volume, we mean the total amount of impressions from all cases.

You can also review CTRs and Clicks for different cases.

Ads & Organic combined CTR/Clicks = CTR/Clicks when both an ad and an organic result was shown for a search term.

Ads Only CTR/Clicks = CTR/Clicks when an ad was shown, but no organic result was shown.

Organic Only CTR/Clicks = CTR/Clicks when an organic result was show, but no ad was shown.

2. Total CTR-development

Here you can review the CTR-development for the different cases show together with search volume. Great for looking at what happens when we loose organic positions or shut off ads for specific search terms.

3. Total Click-development

Same as total CTR-development but instead of showcasing the CTR, you get the actual clicks here so that you can see how actual traffic flows between the different cases.

4. Search-development

Everything above but represented as a table instead.

ORGANIC CLICK VALUE

Purpose of report: Estimate the value of organic clicks as alternative cost.

The Organic Click Value report consists of 2 main blocks:

1. Estimated Click-value

What we mean with estimated click value is the alternative cost of organic traffic. Think of it as multiplying avg CPC with the amount of clicks for every search term on a daily level. The numbers are estimated since we of course don not register ads clicks for all organic search terms daily. We then estimate it by looking at dates around the specific day and avg the individual CPC's there.

Since the click-value is estimated, it’s important to not take the numbers as absolute truth. It’s more important to look at the movement over time. For example, if estimated click-value is going down, it could either be due to that CPC’s are going down or that we’re loosing organic clicks on valuable search terms.

What we want to see is growth over time in this graph since it means organic is pulling in more and more valuable traffic to the website.

2. Search Terms

A table where we can review what estimated CPC’s we’ve registered for the search terms. This means you can quality-assure our estimations and review which search terms are more important than others organically when looking at it from a monetary/cost-perspective.

LPE QS INSIGHTS

Purpose of report: Find search-terms and landing pages which can help reduce unnecessary spend due to non-optimal QS (LPE). Use organic data as a way to support prioritisation.

The LPE QS Insights report consists of 4 main blocks:

1. Cost Allocation

In regards to spend, how much of that is “unnecessary“ due to non-optimal landing-pages?

We want to see a great majority of spend going to Above Average LPE-pages.

2. Search Terms & Non-Optimal LPE

Your research-table for mining high-spend search terms with non-optimal LPE. You can here also review organic positioning.

As you see, LPE is here represented as a number. Below average are represented as 0, Average is represented as 5 and Above average is represented as 10. This way we can visualize the LPE-movements over time where multiple values and landing pages might be involved.

What this also means is that if you want to look at Below average to Average search terms, you should use the metric slider and set Avg. LPE QS to be between 0 and 5.

3. Landing Page Experience QS Trend

Since the number is an average over time, it could be the case that LPE looks great since a week ago = No action is needed. But if we include the last 3 months where LPE was bad, the one averaged number is going to look bad as well. This graph helps us understand how LPE has moved over time for individual search terms, making it easier for us to prioritize those that are stuck on a non-optimal level.

You also get organic position here to review if we might have a quality issue. If both organic position have decreased and LPE has gotten worse, the targeted page has probably gotten worse.

If LPE is bad but organic position is strong, it could be the case that we’re targeting the wrong page = Organic is ranking with another URL that performs better in search.

4. Landing Pages

Finally, in the bottom we have paid and organic landing pages so that we can review what’s working or not in each channel. LPE is included here for paid pages so that we can see if some pages are determined more appropriate to target by Google. You also get cost and conversion-related metrics here to determine this for yourself. A page might have lower LPE but it converts better. Then we might want to look into why that is the case.


Known limitations

Google Search Console and this report does not show the same numbers

The reason for this is that when we’re inside Google Search Console, the interface shows us aggregated data for all search-terms, including hidden or anonymized ones. When we export the data to BigQuery, we only get data for the search-terms which are not anonymized. Hence the aggregated data in our report will not be exactly the same. The deeper you look on search-term-level, the more the data should align between the report and the interface though.

Google Ads does not show me the same data in the search-term report.

The data we export from Google Ads does not include shopping, DSA or PMax. If you filter these out in the Google Ads interface, the data should match. The goal of this report is to in the future import data from all types of Ads, but for now we’re limited to search only.

In short, the data is the same as if you would head into the Search Terms Report in Google Ads and we only include Search and exclude "dynamic search ads ad groups.

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