The best aspect to consider while dealing with PPC is to ensure that your client understands what you are doing. However, this might not be easy since you deal with different sets of data that incorporate in-depth information regarding your business operations.
Most customers and prospects cannot comprehend the data without a detailed explanation from the business operator. Note that once prospects understand what you are doing, you are likely to increase the number of conversions within the shortest time possible.
To make this happen, you need to develop simple methods that will help you interpret the data at hand to your customers. Besides, you need to make the data an enticing story that customers will like to hear from time to time.
Data storytelling involves the process of conveying detailed information regarding everything that happened behind all the numerical and non-numerical sets of data that you have in your hands. You need to display the findings of your analysis in a simple manner that everyone can understand.
The Importance of Data Storytelling
The presentation of data in a simple story format enables your target audience to understand the insights behind the business data and note the data values themselves. Alternatively, your customers do not care much about the number of clicks you have generated.
The business operators only care about how the data impacts the business’s success. Storytelling is the best way of presenting the insights, especially to the parties that are not well-versed with matters regarding PPC marketing.
Note that if you find it challenging to communicate the insights generated from your business data, the data is worthless. When presenting big data stories, you need to develop simple techniques that will communicate thousands of words within the shortest time possible.
The Main Stages of Turning Complex PPC Data into Simple Stories
Presenting data in the form of stories is not as simple as charting out the figures to generate reports of your business operations. An excellent data story visualizes the entire information so that any individual without basic knowledge about the topic can comprehend the information.
You need to present the story in a manner that the reader has to come up with the final conclusion just like you did. You deserve to acquire a detailed chart that will help you interpret the data and its general context.
The key stages to converting complex data into interesting stories include:
Data Science
Whenever you want to present your data story, you need to do a detailed analysis to ensure that all the information is accurate. Note that data science is a complex field requiring some advanced knowledge to extract insights and knowledge from raw data sets.
Data scientists play a major role in collecting data, analyzing, and cleaning to generate valuable insights regarding the business. Business professionals need to have basic knowledge of data science to analyze business data in the right way.
Any business professional who is also a data scientist enjoys a bunch of benefits since they know how to extract data and generate the desired insights. Once you are able to generate and comprehend the raw data sets, presenting the information is not a daunting task.
Visualization
After uncovering the opportunities and insights from raw data, you need to depict the final findings in a visual manner. The main problem comes in when presenting the data into tables and spreadsheets since many people cannot interpret them.
You have to evaluate the data line-be-line and compare the values in the data sets to get the exact point presented. However, this entails a hectic process that will likely reflect errors in the final findings generated from the data.
Visualization entails the process of transforming all the data sets into easy-to-read data charts such as line chart, comparison chart, cash flow chart and donut chart that can be read and understood by anyone. This gives the room to peruse the data and see how it unfolds from the beginning to the end of the process.
Note that there are different types of visualizations that you can choose from. Your choice depends on the kind of data you intend to present to your target audience.
Narrative
Most people do not understand that normal data visualizations have their limitations. They present a glance snapshot of the data but do not present the crucial context required for the audience to check.
You need to include the narrative part, which is essential for the data to be presented correctly. Besides, the narrative part mainly uses natural language and other contextual clues to present the necessary data background that viewers can easily understand.
To attain the narrative objective, you need to focus on the titles and subtitles when presenting the data stories. Also, the colors, labels, and formatting types that you choose have a significant impact on achieving the narrative objective.
Identifying Data Stories
All business operators need to be on the lookout to highlight anything unusual that is likely to happen on their campaigns. In addition, your business campaigns generate a constant stream of vital data necessary for business success.
Anytime prospects engage with your business ads, the respective system generates valuable data points that you can evaluate. Note you can’t be on the lookout for monitoring your campaigns throughout the day and night since you have other things that require your attention.
You need to ensure that the PPC signal is always on to help you identify essential data points that you missed while dealing with other things. The PPC signal can showcase very slight differences in terms of data, which is vital during data analysis.
Every time you open your performance dashboard, you will be able to identify the changes in your general performance and the kind of data you need to present to your business target audience. This is beneficial since you will never lack data stories to present to your customers.
Bottom Line
The data generated from PPC operations is not easy to interpret unless you have some fast-hand information in the space. Presenting PPC data to your target audience calls for conversion into simple interesting stories, as outlined in this article.
