Benefits of Storytelling in PPC Marketing
Pay per click or PPC is a term which is used in advertising world related to search engines. The PPC helps
you advertise to promote your products or services over search engines by bidding on some specific
kinds of keywords or key phrases. In other words, it is an auction of couple of keywords related to your
As per the value of your bid and its relevance to your website, your ad would appear in the
sponsored links sections of the search engines. When you render PPC marketing services either to you
clients or in your company, it is always preferred to collect enough information and performance data
about the ‘before’ and ‘after click’ and present in a simple story telling pattern instead of throwing some
complex metrics and excel report. Story telling method often works for new clients or anyone who is not
interested in seeing some complicated reports or metrics. The article discusses a couple of benefits of
storytelling in PPC marketing.
Educating clients: While dealing with clients for your PPC project you need to know which metrics to
present before them. In a majority of cases while dealing with new or clients having bad experience
before (both with the agency or the search engine), you will see a false understanding of success
There are few people who find presenting the metrics or the CTR percentage things impressive or
a punch line for success, whereas few simply like to talk about the clicks. So it is up to you how you
present the information, but make sure to put straight with an eye opening strategy which has both the
before and after click performance goals. Also, it is important to put across realistic expectations to build
a right level of trust with the client.
Support your story with web analytics data: Merely talking about the PPC performance data is not
going to suffice for your story telling process. PPC marketing has a great impact over the organic search
pertaining to brand awareness and influencing. While discussing with clients about the direct traffic
performance with some non branded keywords you need to explain a couple of important things.
You must compulsorily tell the client how the traffic would drop the moment you pause the campaign.
Your story should explain this important point without fail.
Use Google Adwords Dimensions: There are a number of vital metrics found inside Google Adwords
Dimensions which helps a lot in your story telling. These data can include, hour of day along with day of
the week and GEO by city, state and some precise locations.
These metrics can help you in a great way in presenting a good story talking about an overall
performance before the clients. By this approach, you will be able to explain your clients effectively and
easily. Make sure you continue this approach in your next level of your optimization strategy.
Putting up the PPC performance story: You can find a couple of effective methods of storytelling at
Acquisio (The leading Performance Media Platform). Here they present data from the search engines
and put together in such a way that it can be used very easily from different set of people. Hence when
you present your PPC plan story before clients, it helps you put things in a proper way with customized
content and cool images. In this way, it helps you a lot in your storytelling process.
Going through any strategy about PPC with a presentation can be too boring thing for any client, hence
it is important to present them in an interesting fashion. The best method therefore is to adopt the idea
of storytelling. This will help your clients to understand the metrics and reports easily and you keep up
getting good number of PPC jobs.
About the author: Brianne is a blogger by profession. She loves writing on technology. Beside this she
is fond of gadgets. Recently an article on seabreacher attracted her attention. These days she is busy in
writing an article on acronym maker for her blog.