Search marketing has been around for a long time and is often considered a bit of a numbers game; today, the digital world has expanded. The way we visualise and interpret data has become super-important to marketers, especially with the rise of tools such as storytelling. The basic line graphs or spreadsheets of the past are now giving way to different methods, so let’s look at how you can improve your search marketing data.
Start storytelling
Graphs, spreadsheets, and tables, which are old-school PPC and SEO reporting methods, are declining in value. They might tell us what has happened with our audience or campaign; however, without the ‘why’, we can’t correct or improve upon the figures. Reporting is moving on, with visual reporting being a particularly important part of search marketing this year, helping you to get more clarity on how to move forward. A data analysis company can help you with this.
Visuals
Smart marketers are moving towards a visual way of changing the search marketing game, relying on visuals to boost campaign clarity and drive strategy. Here are some of the methods:
- Heatmaps can help with spotting trends over time or comparing creatives based on CTR and position.
- Word clouds help you identify keyword themes, gaps, and risks at a glance.
- Time decay waterfalls show how content or campaign performance might be dropping off, helping you make decisions about what you should update or retire.
- Funnel charts are perfect for visualising drop-offs across a user journey funnel.
Three questions to ask
When building dashboards or reports, ask what question the visual is answering. Use your data to solve the problem.
Next, ask what story it tells. Your data should follow a structure of set-up, conflict, and resolution.
Finally, what decision does it lead to? Your data’s purpose is to guide your next steps.
Again, a data analysis company can help you with this.
Getting started with creating visualisations gives you clarity and a competitive edge. Use your visuals to help you refine your search marketing data and become smarter with your insights.
