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How to Use Data Visualization in Your Content to Increase Readers and Leads

Have you heard of data visualization? Even if you don’t know the term, you’ve probably seen some examples.

Data visualization refers to graphical images that represent and explain data trends or other numerical information, such as charts, maps, scatter plots, or graphs.

You can use data visualization in articles or on web pages to make numbers and data easily digestible to the reader. Especially when you are trying to distill down complex topics to convert more readers, data can add value and help you make your case.

The Benefits of Data Visualization

Visuals are a powerful addition to your articles and presentations.

Our brains process images at a rapid pace, according to an MIT study. Including visuals in your article not only breaks up the text and gives your reader something else to look at, but also may help them process the information more quickly.

Think about it: we’ve been communicating visually from the cave painting days. Data visualization just takes image communication to the next level, integrating stats and data into compelling visuals that your brain can absorb faster than just scanning numbers.

Plus, it’s more than just laying out the numbers. Data visualization is about presenting data in a very specific way to back up your claims or illustrate your point. It’s more than just a table of statistics the reader has to work through to figure out for themselves.

Numbers can often be the “proof” you need to convince your reader to take the next step or to make a purchase, but many people don’t want to take the time to read through all the data.

According to the Nielsen Norman Group, people don’t read word-for-word online, going back to the internet’s earliest days. Instead, they scan, looking for stand-out headlines and images that grab them. Data visualization gives you that opportunity to capture their interest and get important stats in front of their eyes.

Examples of Data Visualization

Are you inspired to start creating data visualization images for your content, or are you still needing some examples? Here are a few ideas to get you thinking.

1. USA Today Housing Bubble Graphic

Using an interactive map, USA Today created this graphic to help readers understand the data behind current housing sales trends. The simple color palette makes it visually appealing, and the ability to scroll over each state to learn more means readers may spend more time on the page, interacting with the data.

USA Today example of data visualization

2. CNBC Job Change Graph

This visual from CNBC is an example of using a bar graph in a visually compelling way. At a quick glance, you can see what’s growing and decreasing. As you look closer, you can check out more detail about the numbers and specifics.

CNBC example of data visualization

3. NY Times Nutrition Scatter Plot

Scatter plots can get complex, which is why this graphic from the NY Times uses images to help make the point. It also explains the XY axes, so readers understand what they’re looking at.

Data Visualization - NY Times nutrition scatter plot

Types of Data Visualization

When it comes to creating unique images, the only limit is your imagination, but here are a few common types to get you started.

Bar Graphs

Bar graphs are a simple option. Think back to your school days and science projects. Bar graphs can be vertical or horizontal, with each bar representing the values of each category.

Bar graphs can represent any set of numbers you need to compare side-by-side, and you can use colors to reflect different categories. For example, you could compare salaries for different jobs, prices for different products, or populations of different groups.

example bar graph for data visualization

Pie Charts

Pie charts consist of circles representing 100% of something, broken into “slices” of ratios or percentages.

They are a great way to illustrate how various categories compare to their larger context. For instance, you can show how many people of a certain group have different behaviors, habits, or preferences.

Data visualization pie chart


While not always the most visually compelling, tables can allow you to provide multiple data points or categories to help people understand the relationships among items.

On a table, you can lay out in rows the main categories you’re comparing. Along each column, you can include as many different topics as you need to.

Tables are simple and useful but can easily get cluttered. Make sure to highlight the sections that need your attention and use colors to make things stand out. Keep everything lined up and clear to make it easily scannable for your readers.

Data visualization using a table


A power horse of online images, infographics can mean almost anything. However, an infographic typically acts as a curated collection of charts, graphs, icons, and short text to share high-level information about a topic or tell a narrative.

They are usually vertically designed, with strong headlines and numbers. Its power comes in combining various elements to tell a story. Infographics are great for an overview, such as a brief history behind a topic or a quick lesson.

Infograph example of data visualization


What’s more visual than a GIF? Functioning as a quick video, a GIF can allow you to show growth, movement, regression, or progress. GIFs often involve an animated graph or chart that shows demographics or change over time.

Gif example of data visualization


When the information you present is demographically or locally focused, maps can help tell that story visually. You can connect readers with information relating to specific areas or groups of people in those locations.

Color-coding different areas of your maps can give your readers a quick visual of exactly which areas relate to which topics in your content. For instance, you can shade areas red or blue depending on how that region voted on a particular topic or election.

map example of data visualization

Heat Maps

A heat map can show areas of concentration or intensity. You can use this for actual temperatures, such as climate or record temperatures in certain areas, or you could use it for proverbial heat, showing intensity or even popularity.

Sometimes heat maps illustrate population density, for instance, or the behavior of users on a website, such as how often they interact with a certain area.

example heat map for data visualization

Scatter Plots

A scatter plot is a type of graph that shows the correlation or relationship between two topics on a horizontal and vertical axis, with dots scattered throughout to represent examples of that relationship.

You can draw a line through the area where the dots are concentrated to see trends. Your reader can see that as one factor changes, such as increases or heats up, the other factor tends to respond in some way.

scatter plot example of data visualization

Pair Up Simple Data Visualization Types

The above are just a few of the simple elements you can use to illustrate your data. The options are almost innumerable. Just about any kind of chart, graph, or map can be employed.

However, some of the best data visualizations integrate multiple types or pair up more than one element. For instance, you can use a series of pie charts to show how trends have changed over time.

Sometimes, matching up multiple elements can illustrate your point more fully or allow you to describe various points of your narrative better. You could even use a chart within a chart or lay them out in an infographic style to tell a story.

Make Data Visualizations Interactive

To make your data visualization work hard for you, you may want to consider interactive options.

Interactivity allows readers to scroll over or click on various parts of your charts or graphics to learn more about each section. Maybe each bar on your graph or each area on your map has more specific information that your viewers can read.

This not only provides more powerful data points to your image, but it also allows it to be a more relevant and customizable experience for more users.

Data Visualization Tools

You can create data visualization images for your content from scratch using design software or an online option like Canva. However, data visualization tools can give you a leg up by allowing you to create truly stand-out projects.

These tools can take the guesswork out of the process and let you focus on plugging in the data and cranking out designs that reflect your brand and convey your message.

The great thing about these tools is that they are made for the casual creator. You don’t need to be a developer or coder to get into making great charts or graphs. Here are a few of the plug-and-play options that can get your idea off the ground.


Flourish advertises an easy option for creating and sharing data visualization. You can upload spreadsheets directly to the platform or create your images from scratch. It has a number of animated or interactive templates, which you can update with your brand graphics and elements.

Flourish has a free option that allows you to explore and create public data visualization. If you want to interact with your team or create private projects, it offers a few levels of paid options.


Datawrapper promises to be easy to use, with no coding experience required. It provides several intuitive options, with tools such as a color-blind check that remind you of colors that are color-blind friendly.

With a variety of defaults in its templates, Datawrapper brings the details of each data visualization that newbies may not have thought through.


This tool allows you to create charts and graphs that have the animation and customization you need to wow your audience. You can also use Infogram’s drag-and-drop feature to drag the images around and combine elements into a single, highly-effective visual.

Tracking the Success of Your Data Visualization Elements

The time and effort it takes to create data visualization and work it into your content can pay off if it helps drive people to your goals, like increasing readerships or leads. However, you’ll only know if they’re successful if you track the metrics.

Consider the Big Picture

As you start incorporating data visualization into your content, one of the easiest ways to track their success is to see how well your content is doing. The most basic questions to ask are: is the content with data visualization more popular? Do those pieces get more readers and more shares?

Dive Into the Data

One way to get a little geeky with your data is to set up a heat map tool, such as Hotjar. This can give you more data about how people behave on your page, such as how and where they scroll or click. This is especially useful for a landing page where you’re trying to convert people to sales.

Help Them Act

The only way to know if your data visualization is actually converting is to give readers a way to be converted. Once they have been convinced by the data you are sharing, what do you want them to do next? Make sure you keep clear CTAs near the data visualization. Clicks or email sign-ups can help you track the effectiveness of that image.


Data visualization can help you drive readership and more leads by engaging with them from the start. People come back to your online hub when they find quality content there. They’re also more likely to share your content with others when they find it interesting and engaging.

Data visualization can help you take complex or dry concepts and make them more compelling, helping drive home your point and increase sales along the way.

If it feels daunting to create and manage your data visualization elements, we are here to help out. We also offer services like SEO, content marketing, and paid media.

What kind of data visualization are you going to use in your content?

The post How to Use Data Visualization in Your Content to Increase Readers and Leads appeared first on Neil Patel.

PPC Consulting

You have developed a killer website and drafted an effective marketing strategy to generate leads and drive sales.

So what next?

Considering paid advertising offers a 200% ROI, it’s a no-brainer that your marketing strategy should incorporate the same.

“But I have no idea where to start with Google ads – in fact, I don’t know where to begin at all!”

Well, even if that’s the case, you still have nothing to worry about.

You can hire a PPC consultant who can enhance your paid advertising campaigns by offering a unique set of skills coupled with experience and expertise.

Choosing the right consultant, however, can be challenging if you don’t know what to look for in a PPC expert, which is where we come in.

Our team at Neil Patel Digital has created this handy guide to help you find the best PPC consultant for your business – one that can manage your campaigns, keep up with continuous algorithm updates, and deliver results.

Let’s start with how a PPC consultant can help you grow your business.

5 Ways a PPC Consultant Can Help Grow Your Business

What is the primary reason that people hire PPC consultants? Maximizing business performance.

People who run an online business question the need for launching pay-per-click campaigns, and whether it’s the right thing to do.

We have to clear one thing out before we talk about the benefits of hiring expert help – it IS worth it!

That said, let’s take a look at what a good PPC consultant can do to help you grow your business. 

Thorough Market Research and Plan of Action

A PPC consultant can be your go-to when you‘re unable to do market research, execute the right type of strategies, or launch successful marketing campaigns that help you achieve your business objectives. 

Additionally, you can also make critical mistakes when you work without experience – something that can cost you significant money or achieve zero results.

On the other hand, there are other solid reasons why you should hire a professional. 

A PPC consultant will prioritize your marketing campaigns and think of the intelligent implementation of paid marketing tactics that can enhance campaigns. You’ll also get better and more relevant marketing strategies to drive your online sales.

In the end, you‘ll have better pay-per-click management that will give you more exposure in search engines.

Precise Targeting for Higher Conversion Rates

A savvy PPC manager can be doubly beneficial for your business.

With their help, you‘re assured of wiser PPC decision-making that can cause a decrease in expenses and increase conversion rates. 

Plus, PPC experts can analyze your data and make required adjustments that can lower your cost per lead for a higher ROI.

As for conversion rates, they can use their experience and expertise to implement tactics, such as using precise keywords and put your sales team in contact with quality leads. All the efforts are targeted towards a specific audience in your niche that can be niched down according to location, gender, age, interests, and of course, keywords.

Audience targeting should always be strategic and carefully executed. It’s the only way to avoid wasting your money on paid campaigns – something that a PPC expert can help you with.

The best part is all this requires minimal effort on your part, and even the PPC consultant’s due to their specialized knowledge.

Compelling Ads That Actually Convert

Make no mistake, writing an attention-grabbing ad copy is an easy task – but only at the surface. In fact, knowing how to create a PPC ad can have a massive impact on the ads click-through rate.

You need expert help to create a truly artistic strategy to attain ad campaign success. A PPC consultant is well versed in the know-how to create an effective ad copy that appeals to your target customer and can relate to their interests. They can also use the necessary keywords for optimization to rank higher in search engines.

So with the help of a professional, not only will your ad get more exposure, but you’ll also experience an increase in your conversions.

Years of Experience

You may already be aware of how experience often translates to expertise.

Reputable PPC professionals have years of experience working with a diverse clientele, which helps them contribute to their profit-making campaigns. 

These experts have the backing of innovative skills and knowledge to keep your ads updated and in sync with the latest web trends that can be the driving factor of your paid campaigns.

You shouldn’t worry about the money you might pay for a consultant. Instead, it’s the time wasted when trying to learn Google or Amazon that should be a worrying factor. Unsatisfactory results are another disadvantage when you take on PPC without prior knowledge.

Moreover, a professional will dedicate their whole time to your projects and make sure you set the right bid amount according to the order value, ACoS goals, and conversion thanks to their greater understanding of bid management.


Pay-per-click marketing can be equal parts challenging and time-consuming, especially for those who aren’t experts.

A PPC professional can help you launch and monitor all your ad campaigns, along with making minor adjustments that could potentially boost your sales. Also, when you turn the work over to these consultants, you’ll be able to focus on other aspects of your online business.

How to Get Started With a PPC Consultant

If you haven’t worked with a PPC company before, it’s hard to know what to expect.

Right from hiring the right PPC consultant to holding meetings right till the final launch – you need to draft a roadmap that explicitly illustrates your end goal as well as milestones to stay on the right track.

Below, we have streamlined the details of every phase to help you understand what to expect when working with a PPC consultant.

Hiring the best PPC consultant for your business

The first step here is to find the right PPC consultant to get started in your paid marketing journey. And the best way to go about this? Research and look at the credentials of respective candidates.

There are two ways to go about this. You can use online hiring platforms like Freelancer, Upwork, and Reddit, where you’ll post a detailed project description, along with the requirements. You can then choose a freelancer profile from the applied candidates.

If you plan on recruiting seasoned consultants – something which we highly recommend – you’ll have to fill up an inquiry form and then schedule a discovery call.

Whatever be your marketplace of choice, determining the abilities of the prospective candidate remains the same. Ask the prospect the following questions to understand whether they are the right fit or not:

  • Are you Google-certified?
  • Do you offer a free assessment?
  • Who will own the account?
  • Will you provide ongoing management of the account or solely look after the setup?
  • How do you measure success, and what are the deliverables?
  • Are you familiar with Google Analytics?

It’s best to look for consultants who possess the Google AdWords Certified Partner designation since they are likely to understand the latest trends, techniques, and technology relevant in the world of PPC advertising. 

A thorough understanding of account setup and management, analytics and reporting, and optimization in areas such as video, search, and mobile advertising, are also crucial.

Remember, it’s your money, and the prospective PPC consultant should respect that and be willing to clear any doubts.

Have a Discovery Session

It’s the job of the PPC consultant to do everything they can to learn more about your business objectives and what you’re looking for, which is precisely why discovery and onboarding are a crucial part of any new PPC project.

Here are a few key points that your meeting should cover:

  • Your budget, which includes monthly ad spent
  • Goals you wish to achieve through your PPC campaign
  • What are the USPs of your business when compared to your competitors
  • Landing page optimization tactics to increase conversions
  • Detailed observation of your target audience that includes platforms to use, shopping trends, and location

Take this chance to share everything you have with your PPC consultant – even if it doesn’t feel relevant. The consultant must be aware of your expectations and budget.

Planning and Testing

After understanding your business, target audience, and marketing goals, the next step is to plan the upcoming campaign. In addition to this, defining critical metrics and KPIs are essential as well.

The consultant may run a small, inexpensive pilot campaign to test different aspects, such as audience segments, copy, and execution. This can give you key insights about the preferences of your target audience and a deeper understanding in general of how to proceed forward.

The Final Execution 

Finally, at this stage, you launch the full campaign.

The full-scale execution of the campaign can be short-term, long-term, or ongoing, depending on your needs. You can expect consistent feedback and thorough reporting from the consultant that outlines everything about the campaign, and the final results once it’s over.

Remember, monitoring results and adjusting the budget are all a part of the campaign. The consultant should use the insights collected, along with your feedback, to improve the ad strategy for better results.

In case the consultant doesn’t offer management services, they will only set up the account.

Measuring the ROI of PPC Consulting Services

What’s the point of launching a PPC campaign if you cannot measure the return on your investment?

Is your campaign strategy correct? Are the ads effective in generating leads and sales for your business? Is it profitable? – these are important questions that you need answers to.

The only way to determine the success of a campaign is to measure the ROI.

That said, there are various KPIs, which is why you need to have an efficient tactic in place to choose the relevant ones. For this purpose, you need to figure out the following:

  • Understand the goals of your campaign – whether you want more click-throughs, more leads, or higher sales. The ultimate goal, of course, is to increase conversions and reduce CPA. But there are other things you should consider as well, such as monitoring impression share and the effectiveness of your ads in generating clicks (CPR).
  • You can even consider setting SMART goals to measure the overall progress and success of your goal.
  • Figure out about what success means to you and then define it to your consultant.
  • Monitor the KPIs closely and then reevaluate if there is still any discrepancy.

The following are the most crucial PPC KPIs that you should consider:

  • The average click-through rate
  • The quality score of your ad content
  • The impression share that tells you how many people has have seen your ad
  • The average cost-per-click (CPC)
  • The conversion rate
  • The cost for action/cost per conversion
  • The average position of your ad

Tracking ROI is a dynamic process with no uniform rules to follow. Make sure you choose your KPIs after setting realistic goals for your business, which, in turn, can help you achieve your goals.

4 Point Checklist For Finding the Right PPC Consultant

If you’re still wondering how you can hire the best PPC consultant for your company who has the necessary understanding and expertise to deliver results, here’s a quick checklist to make things easier for you.

Experience in Driving Results

You’ll find several PPC consultants claiming to be the best and how they can help you achieve your goals.

But do they really have the expertise and experience to back their claims?

Figure out whether the consultant has previously worked with clients in your niche and is aware of how your business ecosystem, your competition, and your audience work. The idea here is to fast-track your campaign strategy, creation, and management processes.

Knowledge About PPC Best Practises and Tools

PPC can be a very complicated process, which is why you need a consultant that has the knowledge to keep up with the latest practices.

Having access to the right PPC tools is also important. Essential aspects like analytics and reporting and intent-driven keyword selection, along with first-party data sources and strategic partnerships, work together to enhance the efficiency of campaigns.

Find out the tools that the consultant uses, whether it’s Google Analytics, Certified Knowledge, Excel, and Adalysis.

Diverse Client Portfolio

Examine the companies on the prospective consultant’s portfolio. You‘ll be surprised at how useful this can be to detect whether they are the right fit for your business or not.

You see, a good PPC consultant should always demonstrate hands-on experience and have a diverse clientele. This equips them with a better understanding to create effective paid campaigns that appeal to your target audience, irrespective of their thought process and ideologies.

Testimonials From Past Clients

Testimonials help gain a sense of the caliber of the businesses that have trusted them in the past.

By going through what past customers have said about their services will give you an idea about their professionalism and whether they are capable of providing a comfortable and satisfactory working experience.

Wrapping Up

The world of PPC marketing isn’t simple.

You need experienced consultants to create and execute well-thought-out campaigns that can help you achieve your business objectives and keep any losses at the minimum.

Hiring a consultant can be your first step to ensure positive returns on your investment and establish a loyal customer base.

Want somebody seasoned and enjoys a stellar reputation when it comes to delivering results? Get in touch with experts from Neil Patel Digital here.

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Lazy Lantern (YC S19) Is Hiring a Senior Data Scientist

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