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<\/div>\n![\"Sankey](\"https:\/\/ppcexpo.com\/blog\/wp-content\/uploads\/2021\/05\/how-to-make-a-bar-graph-comparing-two-sets-of-data-button-1.jpg\")
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<\/a><\/div>\nThere exists a need for detailed information to be presented and understood quickly whether in news media, on social or in daily business reports.<\/p>\n
As a pay-per-click (PPC) manager, you probably deal with mounds of ad data every week, but it\u2019s often hard to:<\/p>\n
- \n
- Sort through what really matters and when it does<\/em><\/li>\n
- How to communicate a persuasive story<\/em> using insights from numbers to stakeholders (PPC clients and teams). <\/em><\/li>\n<\/ul>\n
No doubt you\u2019ve come across charts before that either didn\u2019t make any sense or did little to present information in a way that illustrated a point.<\/p>\n
Pay-per-click (PPC) data visualization strategy paired with custom and relevant charts is very powerful.<\/p>\n
Excel spreadsheet is one of the popular data analysis and visualization tools used by small and medium-sized search engine marketing (SEM) ad agencies.<\/p>\n
It\u2019s easy to use, highly responsive, and most importantly, it comes pre-loaded with visualization charts.<\/p>\n
However, it lacks custom charts purposely built for pay-per-click (PPC). Ideally, to save time and make things a little bit simpler for you, you need charts calibrated with attributes relevant to PPC, such as metrics and dimensions.<\/em><\/p>\n
One area where Excel fails terribly is generating intuitive and custom charts for comparing two sets of PPC ad campaign data as you shall see later.<\/p>\n
Comparing performance across ad campaigns, metrics, dimensions, and ad groups is critical to the success of your paid search marketing ads clients.<\/p>\n
This blog will walk you through simple and easy-to-remember steps for creating an intuitive and customizable Excel chart<\/a> comparing two sets of data.<\/p>\n
Excel Data Visualization & PPC Management<\/h2>\n
What\u2019s Data Visualization?<\/p>\n
Data visualization is the act of taking data and placing it into a visual context, such as a chart.<\/p>\n
In the world of Big Data, data visualization tools and technologies are essential to analyze massive amounts of information and make data-driven decisions<\/a>.<\/p>\n
Human eyes are drawn to colors and patterns. You can quickly identify red from blue, and square from the circle.<\/p>\n
Human culture is visual, including everything from art and advertisements to TV and movies.<\/p>\n
Data visualization is another form of visual art that grabs your target audience\u2019s interest and keeps their eyes locked on your messages. When people see a chart, they quickly see trends and outliers. If they can see something, they comprehend it quickly.<\/p>\n
It\u2019s storytelling with a purpose.<\/p>\n
If you\u2019ve ever stared at a massive spreadsheet of data and couldn\u2019t see a trend, you know how much more effective a visualization can be.<\/p>\n
Visualizing your ads campaign data simplifies everything from insights to setting your story right for your stakeholders.<\/p>\n
Top 4 Golden Benefits of Visualizing Comparison of PPC Data Sets<\/h2>\n
Pay-per-click (PPC) management is part art and part science, but data always backs the most effective strategies. Data visualization tools provide an accessible way to see and understand trends, outliers, and patterns in data.<\/p>\n
Google Ads yields a wealth of data that can inform your strategy. That data can answer simple questions:<\/p>\n
What social channels do my clients\u2019 leads use most?<\/p>\n
And even more complex questions.<\/p>\n
Can I increase my clients\u2019 conversion value while reducing their ad budget?<\/p>\n
The answers depend on your clients\u2019 PPC ad campaign data.<\/p>\n
Let\u2019s dive into the money-saving benefits.<\/p>\n
Benefit # 1: See Patterns, Outliers, and Trends<\/h3>\n
Data visualization<\/a> helps in identifying patterns and trends of user interaction with your client\u2019s ad campaigns.<\/p>\n
Furthermore, it reveals how users consume your content on a large scale.<\/p>\n
Seasoned PPC managers base decisions on those use patterns and trends. Data visualization makes those patterns and trends clear and comprehensible.<\/p>\n
Consider, for example, PPC traffic and sales revenue. Say your clients\u2019 sales from paid search have decreased over the last three months, but traffic from paid search has increased.<\/p>\n
Naturally, you want to know why.<\/p>\n
A visualization of the trends for traffic and sales revenue can help you start to uncover why, so you can adjust your strategy and tactics based on data, not on a hunch.<\/p>\n
Benefit #2: Distill Your Data<\/h3>\n
Data sets in search engine marketing (SEM), such as those involving keywords, can reach a multitude of target audiences, depending on the number of campaigns running.<\/p>\n
Good visualization can distill your data into a chart you can grasp almost at a glance, as opposed to a massive spreadsheet you\u2019d take hours to get significant insights.<\/p>\n
Let\u2019s take keyword data as an example.<\/p>\n
Assume your goal is to decrease your PPC spending. You could begin by comparing PPC traffic from certain keywords to your organic search rankings for those keywords.<\/p>\n
Imagine looking on an Excel spreadsheet at all the keywords your clients rank organically vis-a-vis ad spend.<\/p>\n
You would find it hard to distill the data and discover opportunities to minimize ad budget wastage.<\/p>\n
Ideally, you don\u2019t want to spend on keywords attracting substantial organic traffic.<\/p>\n
A chart showing the same data helps you see the keywords that offer an opportunity for minimizing PPC spend and shifting focus for those keywords to organic search strategy.<\/p>\n
Benefit #3: Emphasize Points to Your Stakeholders<\/h3>\n
Remember, you need to justify your ad budgets, typically to non-PPC managers, i.e., your clients.<\/p>\n
Show your stakeholders the data to help them understand your work \u2013 and to show them your success.<\/p>\n
You probably lack the time and inclination to study a bunch of Excel spreadsheets and data points.<\/p>\n
Time is often a luxury to PPC strategists because there\u2019s always something to track in the highly unpredictable Google Ads platform.<\/p>\n
You need to show your clients visual charts to communicate meaningful and persuasive stories.<\/p>\n
Visual charts always impress more than numbers on an Excel spreadsheet.<\/p>\n
Benefit #4: Guide Your Strategy<\/h3>\n
Gut instinct should never guide a PPC strategy.<\/p>\n
When data guides your strategy<\/a>, you make the most out of your clients\u2019 ad budgets.<\/p>\n
Visualizing trends and distilling data into useful graphs, such as a Comparison Bar Chart<\/a>, leads to better-informed and more effective strategies in your search engine marketing (SEM) ad agency.<\/p>\n
This blog will provide you with time-saving and amazing steps that you can easily remember to visualize your PPC comparison data using Excel.<\/p>\n
How Can You Visualize Your Paid Search Marketing Ads Data?<\/h2>\n
As earlier said, Excel is one of the most accessible tools for PPC data analysis and visualization among growing paid search ad agencies.<\/p>\n
The spreadsheet organizes data in columns and rows. Each cell can accommodate different forms of data, such as texts and numbers.<\/p>\n
Excel can analyze marketing data<\/a> and generate basic visual insights using its built-in charts. Essentially, it\u2019s popular because of the following reasons:<\/p>\n
- \n
- It has an easy-to-use interface (UI) for everyone to use irrespective of their data analytics skill level.<\/em><\/li>\n
- Excel spreadsheet is fairly user-friendly and does not require intensive training to get the hang of. <\/em><\/li>\n<\/ul>\n
This makes spreadsheets an accessible option for PPC agencies scaling fast and don\u2019t have time to train new employees to use the app.<\/p>\n
While Excel may be sufficient for growing PPC ad agencies in the very early stages, these advantages are often short-lived. Over time, Excel can become more trouble than it\u2019s worth.<\/p>\n
Even for small and medium-sized paid search ad agencies, visualizing data through spreadsheets, such as Excel is at best unproductive and at worst downright dangerous for a variety of reasons.<\/p>\n
Now let\u2019s discuss some of the disadvantages of using Excel in visualizing your PPC ads campaign data.<\/p>\n
What are the Weaknesses of the Excel as a PPC Tool for Data Visualization?<\/h2>\n
Excel has potentially money-draining weaknesses that could consume your time unproductively and still produce undesirable results.<\/p>\n
- \n
- Creating specialized charts purposely for PPC management is nearly impossible because Excel lacks intuitive and custom chart templates.<\/li>\n
- Excel is not agile, especially in handling massive amounts of data. Besides, it\u2019s prone to crash, especially if it\u2019s loaded with tons of data.<\/li>\n<\/ol>\n
- \n
- Visualizing your data using Excel is synonymous with manual PPC management<\/em>.<\/li>\n<\/ol>\n
Essentially, it takes a considerable amount of time<\/em> to visualize your PPC data using Excel without the help of highly efficient and specialized third-party add-ins. <\/em><\/p>\n
The last thing you need, as a PPC manager, is a data visualization tool that limits your ability to make maximum use of your massive data.<\/p>\n
- \n
- Excel spreadsheet is not collaborative like other tools, such as Google Sheets and a third-party data visualization tool, which we will cover in detail below.<\/li>\n<\/ol>\n
You don\u2019t want to miss the climax.<\/p>\n
In light of the Excel revelations above, what\u2019s the solution?<\/p>\n
What\u2019s the Solution?<\/h3>\n
Well, there\u2019s an intelligent and highly affordable Excel add-in<\/a> that provides in-depth insights in a timely fashion.<\/p>\n
This sensational tool accomplishes the mission by diving deeper into your massive search engine marketing (SEM) campaign data to help you fill in the gaps in your story swiftly.<\/p>\n
This Excel add-in is called ChartExpo<\/strong>. <\/strong><\/p>\n
<\/a><\/a><\/div>\nWhat is ChartExpo?<\/h3>\n
ChartExpo is a fabulous data visualization tool that comes as an add-in for Excel<\/a>.<\/p>\n
Essentially, it turns your Excel into a fantastic data visualization companion capable of simplifying communication and reporting with your stakeholders (clients and colleagues).<\/p>\n
Money-Saving Benefits of Using ChartExpo<\/h3>\n
- \n
- ChartExpo has an in-built library with over 50 custom charts designed purposely to save money and time, and most importantly, provide a 360-degree view of ad campaigns<\/em> in pay-per-click (PPC) management.<\/li>\n
- ChartExpo add-in for Excel comes with a free 7-day trial. Essentially, if you\u2019re not satisfied with the tool within a week, you can opt-out as quickly as signing up for a trial.<\/li>\n
- ChartExpo add-in is ONLY $10 a month<\/a> after the end of the trial period.<\/li>\n<\/ul>\n
\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 It\u2019s cheaper than Starbucks.<\/em><\/p>\n
- \n
- ChartExpo is cloud-hosted, which makes it extremely light. You have a 100% guarantee that your computer or Excel won\u2019t be slowed down.<\/li>\n
- When you sign-up for a trial to use ChartExpo, you get a free audit on your clients\u2019 PPC ad campaigns.<\/li>\n
- You can export your beautiful, easy-to-read, and intuitive Excel charts in JPEG and PNG, the world\u2019s most-used formats for sharing images.<\/li>\n<\/ul>\n
How to Install ChartExpo Add-in on your Excel?<\/h2>\n
To Get Started with ChartExpo for Excel add-in<\/a>, follow the Simple<\/em> and Easy <\/em>Steps Below.<\/p>\n
- \n
- Open your Excel application (Excel 2013 with sp1) or later).<\/li>\n
- Open the worksheet and click on the INSERT menu<\/strong><\/li>\n
- You\u2019ll see the My Apps option.<\/strong><\/li>\n
- Click on My Apps <\/strong>and then click on See All<\/strong>.<\/li>\n<\/ul>\n
![\"how](\"https:\/\/ppcexpo.com\/blog\/wp-content\/uploads\/2022\/09\/how-to-make-a-bar-graph-comparing-two-sets-of-data-1.jpg\")
<\/div>\n- \n
- You will see the screen as shown in the screenshot below<\/strong>.<\/li>\n
- You\u2019ll see your add-in ChartExpo for Excel.<\/strong><\/li>\n
- If you don\u2019t, please click on the Refresh button<\/strong>.<\/li>\n
- Select this add-in and click on the Insert button.<\/strong><\/li>\n<\/ul>\n
![\"how](\"https:\/\/ppcexpo.com\/blog\/wp-content\/uploads\/2022\/09\/how-to-make-a-bar-graph-comparing-two-sets-of-data-2.jpg\")
<\/div>\n- \n
- The add-in will be added to the Excel application, as shown on the screenshot below.<\/strong><\/li>\n
- Log in with your Microsoft account or create a new account by clicking the Create New account link <\/strong><\/li>\n
- Login with the newly created account and start using the add-in.<\/li>\n
- Enter your newly created account and start using the ChartExpo add-in. You\u2019re only required to log in for the first time<\/em><\/strong>. Next time, ChartExpo won\u2019t ask for your details again.<\/li>\n
- Now you can start using ChartExpo\u2122 for Excel to access incredible Sankey visualization<\/a> of your data.<\/li>\n<\/ul>\n
![\"how](\"https:\/\/ppcexpo.com\/blog\/wp-content\/uploads\/2022\/09\/how-to-make-a-bar-graph-comparing-two-sets-of-data-3-.jpg\")
<\/div>\n- \n
- You\u2019ll see an extensive library of visual charts categorized into six different groups.<\/li>\n
- More so, you can expand any group by clicking on it to see a list of available visualizations.<\/li>\n<\/ul>\n
How to Use ChartExpo to Visualize Your PPC Comparison Data on Excel Spreadsheet?<\/h2>\n
Take a look at the sample PPC data for a Campaign<\/p>\n
![\"how](\"https:\/\/ppcexpo.com\/blog\/wp-content\/uploads\/2022\/09\/how-to-make-a-bar-graph-comparing-two-sets-of-data-4.jpg\")
<\/div>\nLet\u2019s compare the impression share<\/strong> across the 3 devices (Tablet, desktop, and tablet)<\/strong> in various ad groups<\/strong> a campaign to identify an opportunity.<\/p>\n
Visualizing this data can help when it comes to optimizing the bidding process and cost per click (CPC).<\/p>\n
Without visualizing your data, it\u2019s time-consuming <\/em>to uncover the best and worst-performing devices<\/em> for effective targeting and cutting cost per acquisition (CPA) in the long term.<\/p>\n
Let\u2019s power up our ChartExpo add-in for Excel for quick and easy<\/em> visualization.<\/p>\n
I\u2019ll use a Stacked Bar Chart to compare performance across the 3 devices and ad groups with regard to ad impression share.<\/em><\/p>\n
![\"how](\"https:\/\/ppcexpo.com\/blog\/wp-content\/uploads\/2022\/09\/how-to-make-a-bar-graph-comparing-two-sets-of-data-5.jpg\")
<\/div>\n<\/a><\/a><\/div>\nRemember to highlight the data on the Excel sheet you\u2019re using for visualization.<\/p>\n
Follow the instructions ChartExpo is giving.<\/em><\/p>\n
Each chart has a set of different requirements. Some charts, such as Stacked Bar Chart require one metric and two dimensions.<\/p>\n
You don\u2019t need to know the requirements of each of the 50-plus charts on ChartExpo.<\/p>\n
The highly intelligent and intuitive ChartExpo<\/em> will tell you the number of metrics and corresponding dimensions needed for a particular chart.<\/em><\/p>\n
What are the Insights?<\/h3>\n
The best-performing ad groups are 1.1 and 2.2,<\/strong> respectively, across the 3 devices (tablet, mobile, and desktop). The worst performing and money-draining ad groups are 5.1, 3.1,1.2, 2.1, 4.2, and 4.3.<\/em><\/strong><\/p>\n
Wrap Up:<\/h4>\n
Excel is one of the most popular data visualization tools among growing PPC ad agencies due to its responsiveness, and ease of use. <\/em><\/p>\n
However, it\u2019s time-consuming and mentally exhausting to visualize your campaign data on Excel. Besides, it lacks an in-depth visualization library tailor-made purposely for pay-per-click (PPC) management.<\/p>\n
You need a third-party add-in<\/em> to turn Excel into an intuitive data visualization tool.<\/em><\/p>\n
Based on the weaknesses of Excel and the vital importance of visualization, you need an affordable tool<\/em> to get hold of the insights to optimize your clients\u2019 ad campaigns for maximum desired goals at minimal costs.<\/p>\n
This is where the $10 a month ChartExpo with a free 7-day trial comes to your rescue.<\/p>\n
You are just a one step away,\u00a0 Sign-up for ChartExpo today to visualize your clients\u2019 campaign data using 50-plus custom, revolutionary, affordable, and easy-to-read<\/em> charts for easy communication with your significant stakeholders.<\/p>\n
You have everything to gain and nothing to lose <\/em>by trying ChartExpo today.<\/p>\n","protected":false},"excerpt":{"rendered":"
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- Log in with your Microsoft account or create a new account by clicking the Create New account link <\/strong><\/li>\n
- You\u2019ll see your add-in ChartExpo for Excel.<\/strong><\/li>\n
- You\u2019ll see the My Apps option.<\/strong><\/li>\n
- ChartExpo has an in-built library with over 50 custom charts designed purposely to save money and time, and most importantly, provide a 360-degree view of ad campaigns<\/em> in pay-per-click (PPC) management.<\/li>\n
- Excel spreadsheet is not collaborative like other tools, such as Google Sheets and a third-party data visualization tool, which we will cover in detail below.<\/li>\n<\/ol>\n
- Visualizing your data using Excel is synonymous with manual PPC management<\/em>.<\/li>\n<\/ol>\n
- Excel spreadsheet is fairly user-friendly and does not require intensive training to get the hang of. <\/em><\/li>\n<\/ul>\n
- How to communicate a persuasive story<\/em> using insights from numbers to stakeholders (PPC clients and teams). <\/em><\/li>\n<\/ul>\n