What is Storytelling in Marketing: 5-Money-Saving Facts Why Visual Storytelling Matters To PPC

Visualization seems to be the human brain’s favorite form of communication, according to multiple scientific researches.

When visual communication is combined with storytelling, it turns into a juggernaut on steroids.

Storytelling marketing is compelling in attracting and maintaining the attention of the target audience. Recent research discovered that 65% of professionals are more likely to remember stories.

Only 5% are likely to remember statistics and texts.

Visual storytelling is a compelling force, especially in today’s marketing. Paid search is one of the marketing branches that generate gigantic amounts of data because Google tracks everything.

Every time users visit one of your clients’ websites, all their activities, such as clicks and pages visited, are tracked and recorded using cookies.

You can imagine the amount of data generated by your clients’ ad campaigns.

Visual storytelling can turn large data sets into actionable insights.

Pay-per-click (PPC) managers can use the insights communicated by visual storytelling tools, such as charts, to achieve either of the following goals:

1. Data-driven decision-making
2. Personalize the ad content using user intent-driven keywords for maximum engagement and consequently conversions.

PPC managers should leverage visual storytelling maximally to transform their long-term plans into winning strategies.

This blog will walk you through the benefits of incorporating visual storytelling into your pay-per-click (PPC) management strategy and money-saving data visualization tools.

Storytelling Marketing

Storytelling marketing is the cohesive narrative that weaves together the facts and emotions that your PPC agency evokes.

To give your clients and their leads reasons to buy, you need to deploy a combo of visuals and storytelling for seamless communication on an emotional level.

Essentially, visualizing your clients’ ad campaigns using their target metrics enhances their ‘emotional understanding.’

Likewise, insights generated by visual charts can help you personalize your clients’ ad messages for more engagement, which usually results in conversion.

Let’s examine the top 5 Eye-Opening reasons you should use visual storytelling to manage your clients’ paid search ads for soaring ROIs.

Top 5 Golden Reasons why You Should Leverage Visual Storytelling in Your Clients’ PPC campaigns

Let’s go through the following:

  1. It Makes Easier to Process your Incredibly Massive PPC Data.

Search engine marketing (SEM) is the rocket science of marketing. Is this a bold claim?

Firstly, you cannot buy it at a discount like traditional media ads. Secondly, it’s marred with many unknowns, such as a sudden change in tastes and preferences.

Google tracks every search query that leads to clicks, leading to a particular intended action, such as sign-ups, downloads, and actual purchases.

The amount of data generated by each touchpoint of a funnel is incredibly immense.

What can you do with your data?

Yes, you guessed right. The opportunities are limitless. However, you need a strategy to convert your data into a visual storytelling companion. Remember, data on its own is worth twice as less as the insights it generates.

You need to visualize your data to get an in-depth understanding of various trends and correlations among your target metrics.

The key giveaway is; you need intuitive charts to visualize your clients’ campaign data to get the whole story.

  2. Ensures Your Message Resonates with Your Stakeholders (teams and PPC clients)

The single most important stakeholder in your PPC business is your client, followed by your team and others.

Sometimes when clients seek your services mostly, they have target metrics in mind for you to keep tabs on and improve. Your results are judged based on those particular metrics.

The metrics may be conversion, cost per action, revenue per click, or impression share, depending on the campaign goals.

How do you spice up your reporting in a way that your client understands easily?

You need to visualize your client’s campaign data using the target metrics. Your client will get instant insights into the general trends of their campaigns.

Remember, the human mind interprets visual communication 60,000 times faster than texts and numbers.

Besides, it sends a strong message that you’re data-driven, reliable, and professional. Most people understand two languages: profits and losses.

Imagine providing them with in-depth insights into the factors driving their losses and gains.

Would they be fully convinced?

Data has a way of convincing people irrespective of their educational background. It sounds authentic and reliable.

How about your Teams?

Data visualization transforms data into visual stories that attract and retain the attention of people. Trust me, visual storytelling is the missing sauce in your team communication.

Let me give a little demonstration to emphasize this key point.

Take a look at the data set below.

Let’s save time by seeking help from an intriguing data visualization assistant, as shown on the screenshot below (on the right).

Stick for seconds longer to learn more about the data visualization tool.

What can you deduce at a glance?

Of course, you’ll take a significant amount of time trying to get the story from the data set above manually.

Do you note any difference?

Of course, you can now understand the whole story regarding the relationship between impressions and time.

It’s clear that October-19 and April-20 are the best and worst-performing months, respectively, with regard to impressions.

This is one of the easiest and simplest ways to communicate with your team if you’re in pursuit of a common goal.

  3. Visual Storytelling Helps You Cut Costs Immensely

Some visual charts, such as a Pareto, are incredibly powerful in communicating stories about the few significant drivers of your success.

Furthermore, they’re also well-positioned to guide you to identify the 20% of the cost categories that contribute 80% of your total costs.

Armed with the aforementioned knowledge, you can improve the financial health of your pay-per-click (PPC) ad agency by focusing on the categories with the maximum impact.

Basically, you can reallocate resources (time, ad budget, and skills) to the areas where they’re needed the most.

One of the most-watched metrics by both PPC clients and agencies alike is the cost per click (CPC). It gets hearts roaring when it fluctuates up and down.

Essentially, its volatility can drive you nuts.

The good news is that data visualization helps you to distinguish an outlier from a trend for effective decision-making.

“You don’t want to make optimization decisions based on outliers”.

An uptrend in CPC signifies that your keywords are incredibly competitive. It also communicates the actions of your competitors subtly.

  4. Storytelling Marketing Boosts your Chances of Driving your Clients’ ROI Through-the-Roof

Visual storytelling is the bridge between your PPC agency and positive ROIs. Is this a bold claim?

Well, let’s find out.

The actionable insights communicated by visual charts, such as Sankey and Pareto charts, can help you predict the behavior of your clients’ leads.

Armed with insights, you can serve your leads with higher personalized offers for increased engagement, which leads systematically to the funnel endpoint – conversions.

Visualizing your keyword analysis can help you identify the keyword groups driving significant traffic due to alignment with user intent.

   5. Visual Storytelling Promotes Data-Driven Decision-Making

One of the powerful effects of data visualization is its ability to influence insight-driven decision-making. Visual charts communicate factual stories that are easily understandable at a glance.

Essentially, PPC managers are empowered by the charts to make critical decisions, such as doing away with non-performers to mitigate waste of ad budget.

Think of visual storytelling as a companion that helps conserve your scarce resources by redirecting you to movers and shakers of your clients’ ad campaigns.

Remember, the data generated by the campaign is huge and mostly noise. You need to visualize it to classify an occurrence as either an outlier or a trend.

Google Ads Accounts

Google is widely used as an advertising platform because of the massive number of users across the world.

Essentially, over 2 billion people use Google to serve their web needs. Remember, every activity on your clients’ websites and ads are tracked by the search engine brand.

The amount of data generated from each touchpoint along the funnel is gigantic and can easily overwhelm you.

Google Ads data is served to you in granular and tabulated form. It’s not easy to gain in-depth insights from tables, especially if they’re incredibly massive.

Essentially, Google Ads visualization is not ‘emotionally appealing’ due to a lack of intuitive reporting. You cannot identify trends and relationships at a glance.

What’s the Solution?

This is where your favorite spreadsheet apps (Google and Excel) come in. Excel and Google Sheets lead among the most commonly used analytics by PPC agencies.

Excel

Microsoft’s spreadsheet app comes packaged as Microsoft Office suite. It intuitively organizes data in columns and rows. Each cell can accommodate different forms of data, such as texts and numbers. Excel can analyze search engine marketing (SEM) data and generate basic visual insights using its inbuilt charts.

However, Excel sheet reporting is prone to human error, especially if vast amounts of data are involved.

Imagine the time you would lose trying to recover results in case of an app crash.

Excel is not agile, especially in handling two-dimension data sets, such as keyword analysis and corresponding Cost per click (CPC).

Creating custom PPC charts using Excel is tedious and strikingly time-consuming.  Some dimensions have to be crafted manually if you want to achieve your data visualization goals.

Google Sheets

Google Sheets is a cloud-hosted spreadsheet app similar to Excel in functions.

Essentially, Google Sheets allows users to edit, organize, and analyze different types of information. Most importantly, it allows collaboration.

Multiple users can edit and format files in real-time. Changes made on the Google sheet are tractable by a revision directory.

It shares multiple weaknesses with Excel. For instance, it’s also prone to human negligence and error. Secondly, Google Sheets are not agile in visual storytelling like other third-party tools.

Furthermore, it lacks custom PPC charts for quick and easy-to-understand reporting.

What’s the Solution?

You need an affordable and easy-to-use add-in for Google Sheets and Excel. ChartExpo comes packaged as an add-in for Excel and Google Sheets. Besides, it has an unrivaled massive library with custom charts for pay-per-click (PPC) management.

What is ChartExpo?

ChartExpo is an affordable and easy-to-use data visualization tool that comes in handy in visual storytelling. It comes jam-packed with over 50 charts categorized into 6 distinct groups.

The cloud-hosted data visualization application is very light and fast; hence, it cannot slow your Excel or Google Sheets.

ChartExpo generates custom visual charts with the PPC managers’ needs in mind, i.e. to bring actionable insights to the surface quickly and easily.

You can evaluate your clients’ accounts and campaigns’ overall health by using ChartExpo to visualize data to identify hidden, current, and emerging trends.

It comes with custom charts, such as Pareto templates that can help you identify misfiring and prospering metrics and dimensions in a campaign.

Why ChartExpo?

• At $10 a month, ChartExpo is the most affordable data visualization tool for PPC ad agencies.

Essentially, the cost of accessing the 50-PLUS custom PPC charts is 10 bucks.

You have nothing to lose and everything to gain when you try ChartExpo.

• ChartExpo is designed with an easy-to-use user interface (UI). You don’t need advanced analytics skills to get the most out of the cutting-edge app.

You only need to fill in your target metrics and dimensions, and your storytelling chart is out in seconds.

• It has an export option to facilitate the seamless transfer of your charts in PNG and JPEG format. The aforementioned formats are very shareable and crystal clear.
• ChartExpo requires no coding at all. A vast chunk of visualization tools in the market require some form of programming skills.

Busy PPC managers have no time to code and optimize their clients’ ad campaigns simultaneously.

Coding has to go.

Coding implies switching back-and-forth between a chart and a text editor interface.

How do you install ChartExpo on Excel?

To Get Started with ChartExpo for Excel Add-In, follow the Simple and Easy Steps Below.

• Open your Excel (2013 with sp1 or later) application.
• Open the worksheet and click on the ‘INSERT’
• You’ll see the ‘My Apps’
• Click on ‘My Apps’ and then click on ‘See All.’

• You will see the screen as shown in the screenshot below.
• You’ll see your add-in ‘ChartExpo for Excel.’
• If you don’t, please click on the ‘Refresh’ button.
• Select the ‘ChartExpo’ add-in and click on the ‘Insert’ button.

• The add-in will be added to the Excel application, as shown on the screenshot below.
• Login with your Microsoft account or create a new account by clicking the ‘Create New’ link button.
• Login with the newly created account and start using the add-in.
• Enter your newly created account and start using the ChartExpo add-in. You’re only required to login for the first time. Next time, ChartExpo won’t ask for your details again.
• Now you can start using ChartExpo for Excel to access incredible visualizations of your data.

• Now click on the Create Chart to get started.

• You’ll see an extensive library of visual charts categorized into six different groups.
• More so, you can expand any group by clicking on it to see a list of available visualizations.

The screenshot above shows the interface of ChartExpo with six distinct chart categories, namely:

1. Sankey charts
2. Sentiment analysis charts
3. Comparative analysis charts
4. Specialized survey charts
5. General analysis charts
6. PPC Charts

• In ChartExpo™, the process of creating your visual charts gets easier.
• You can find exact visualization options that tell your story flawlessly and give you the desired results.

If you want to create a chart that visualizes your data perfectly, you need to know what type of representation fits your unique needs.

There are 4-golden strategies to visualize your campaign data for in-depth insights, namely:

• Comparison
• Composition
• Distribution
• Relationship

Bar charts are suited for conducting comparisons between metrics and dimensions.

For instance, you can use Bar charts to visualize how impressions compare between different campaigns for insights.

1. Line charts depict trends and relationships of various metrics and dimensions of Google Ads campaigns.

For example, you can deploy a line chart to visualize the trend of various campaign metrics, such as cost per acquisition (CPA) and cost per click (CPC) over a specified period.

2. Maps and scatter plot charts are suited for uncovering distribution patterns among various campaign variables.

For instance, you use scatter plots to visualize how impressions are distributed against a metric, such as a cost per click (CPC).

3. You can use Pie charts to show compositions.

For instance, you can use a pie chart to visualize the composition of the total traffic from various sources, such as social media channels, pay-per-click (PPC) campaigns, and search engine optimization (SEO).

How do you install ChartExpo on Google Sheets?

To Get Started with ChartExpo for Google Sheets Add-on, follow the Simple and Easy Steps Below.

• Open the worksheet and click on the ‘Add-ons’ menu.

• You’ll see the ‘ChartExpo’ option in the dropdown menu.

• Click on ‘ChartExpo’ to install your Add-on.

• If you don’t, please click on the ‘Refresh’ button.
• Again select ChartExpo add-on and click on the ‘Insert’ button.

• The add-on will be added to the Google Sheets application, as shown on the screenshot below.

• Now you can start using ChartExpo™ for Google Sheets.

Storytelling marketing is very powerful in attracting and maintaining the attention of the target audience.

It’s needless to reinforce that the human mind interprets visual and storytelling communication easier than texts and statistics.

Data visualization is a form of visual storytelling that every PPC manager should embrace to access actionable insights to profitably optimize their clients’ campaigns.

As a PPC manager, you need to visualize your massive data to get the whole story.

Remember, a picture is worth a thousand words and a story a million more.

Leverage data visualization for effective communication and understanding among your stakeholders (teams and PPC clients).

Some of the money-saving benefits why PPC manager should embrace visual storytelling in their pay-per-click (PPC) management are highlighted below:

i. Visual storytelling makes it easier to process large PPC data sets.

ii. Data visualization ensures your message resonates well with your critical stakeholders (paid search clients and teams).

iii. Visual storytelling is a juggernaut in reducing your costs.

iv. Visualization increases your chances of driving your clients’ ROI through-the-roof.

v. Lastly, it promotes insight-driven decision-making.

Google Ads data is highly granulated and in tabular form.

It’s such a daunting task to gain insights from granulated or tabulated data, especially if it’s gigantic. You need a data visualization partner to get the whole story of your client’s ad campaigns.

A majority of PPC managers use Google Sheets and Excel to visualize their data for actionable insights. It’s understandable why these freemium tools are popular, especially among the small and medium-sized pay-per-click (PPC) agencies.

However, both Google Sheets and Excel are prone to human negligence and errors. Furthermore, they’re prone to slowdowns and crashes, especially when fed with large data sets.

Most importantly, they lack in-built custom charts for PPC management. Google Sheets and Excel visual charts are relatively basic and less intuitive in their reporting.

What’s the solution?

You need a highly affordable and easy-to-use add-in to turn your favorite spreadsheet apps (Excel and Google Sheets) into juggernaut visual storytellers.

This is where ChartExpo comes in. It’s a cloud-hosted data visualization tool that’s fast to deploy and easy to use due to its incredibly friendly user interface (UI).

Wrap Up

ChartExpo generates custom visual charts with the PPC managers’ needs in mind, i.e., to bring actionable insights to the surface quickly and easily.

You can evaluate your clients’ accounts and campaigns’ overall health by using ChartExpo, which visualizes PPC data to identify hidden, current, and emerging trends.

• At $10 a month, ChartExpo is the most affordable data visualization tool for small and medium-sized PPC ad agencies.

Essentially, the cost of accessing the 50-PLUS custom PPC charts is 10 bucks.

You have nothing to lose and everything to gain when you try ChartExpo.

• ChartExpo is designed with an easy-to-use user interface (UI). You don’t need advanced analytics skills to get the most out of your ChartExpo.

You only need to fill in your target metrics and dimensions, and your storytelling chart is out in seconds.

• It has an export option to facilitate the seamless transfer of your charts in PNG and JPEG format. The aforementioned formats are very shareable and crystal clear.
• ChartExpo requires No Coding at all. A huge chunk of visualization tools in the market require some form of programming skills.

Busy PPC managers have no time to code and optimize their clients’ ad campaigns simultaneously.

Turn your Clients’ PPC campaigns around for FREE for the next 7 days. Try ChartExpo today.