HeroConf 2015 Excel(lence) in PPC

Lauryan Feijen | @LauryanF

Online Advertising Strategist | iProspect

Excel(lent) in PPC

About me

DutchPPC since 2009Online Advertising StrategistExcel & PPC automation nerdMusic lover & musicianHusband & dad

Excel, a solution to many problems

Excel: a solution to many problems.. or is it the problem?

WIIFYwhat’s in it for

you

WIIFYwhat’s in it for

you

Formula’s

=LEN(A1)Returns amount of characters of A1

=TRIM(A1)Removes unnecessary spaces in A1

=LOWER(A1)Transforms text to lowercase

Formula’s

=SUBSTITUTE(A1;”old text”;”new text”)Replaces “old text” in A1 with “new text”

=LEFT(A1;# characters), RIGHT(A1;# characters)Returns # characters from LEFT or RIGHT in A1

=CONCATENATE(A1;B1)Puts contents of cell A1 and B1 after each otherBonus =A1&B1 leads to the same result

Formulas

=IF(this is true;then this;otherwise this)

=SUMIFS(what to sum;sum if this;contains this)

=VLOOKUP(look for this;in this table;get data from column #;broad match?)

=IFERROR(your formula here;show this if error)

Tools & Plugins

Some Shortcuts

Ctrl + arrow Move cursor to end of data

ShiftHighlights cell

Shift + Ctrl + arrow Highlights to end of data

Ctrl + AHighlights full section

F2 Edit current cell

Account creation

Account creation

Use filters to quickly categorize the keyword list

Create campaign & adgroup names based on categories using formulas.

(Ctrl + Shift + L)

Basic=F2&” – “&G2&” – “&H2&” – Exact”

Better looking=PROPER(F2&” – “&G2&” – “&H2&” – Exact”)

Advanced=PROPER(F2&IF(G2="";"";" - "&G2&IF(H2="";"";" - "&H2))&" - Exact")

Account creation

Use filters to quickly categorize the keyword list

Create campaign & adgroup names based on categories using formulas.

Keep volume data: create a pivot table to get an estimate of volume (or cost) per campaign or adgroup.

Search Volume

Accountant - Exact 1,180

Accountant - Exact 1,010

Accountant - Software - Exact 100

Accountant - Courses - Exact 70

Accounting - Exact 11,630

Accounting - Exact 6,710

Accounting - Software - Exact 3,520

Accounting - Program - Exact 570

Accounting - Courses - Exact 400

Accounting - System - Exact 340

Accounting - Classes - Exact 90

Bookkeeper - Exact 990

Bookkeeper - Exact 950

Bookkeeper - Software - Exact 20

Bookkeeper - Courses - Exact 20

Bookkeeping - Exact 5,630

Bookkeeping - Exact 4,490

Bookkeeping - Software - Exact 820

Bookkeeping - Classes - Exact 90

Bookkeeping - Courses - Exact 80

Bookkeeping - Program - Exact 80

Bookkeeping - System - Exact 70

(blank) 435,090

Working with dates

DateEvery day is a number in Excel1 = January 1st 19002 = January 2nd 1900And so on..

TimeEvery hour is 1/241,5 = January 1st 1900 12:00

Year, Month, WeekdayA1 = April 27, 2015=YEAR(A1)

=MONTH(A1)

=WEEKDAY(A1;2)Weeks start on Sunday in Excel. Use ;2 to start counting from Monday

=EOMONTH(A1;0)Will show last day in current month. Increase ;0 for future months

Year, Month, WeekdayA1 = April 27, 2015=TEXT(A1;”formatting goes here”)

“mm” two digit month04

“mmm” month abbreviationApr

“mmmm” month fully written out April“yy” two digit year

15“yyyy” four digit year

2015“ddd” weekday abbreviation

Mon“dddd” weekday written outMonday

Dashboards

Dashboards

Garbage in is garbage outClean up your data

Easy copy / paste of new data: First columns contain your data, Last columns contain report data

Dashboards

Campaign type segmentation in dataUse good naming convention and MID()

formula

Use VLOOKUP() in combination with Taxonomy sheet

Use IF(ISNUMBER(SEARCH(..))) to identify campaign types

Dashboards

Pivot tables are an easy way to quickly segment data

Use Pivot tables & Slicers to allow for dynamic reports

Dashboards

SUMIFS() can also be used to generate dashboards that will automatically

update

Slightly more time in setting up, but less work in maintaining & better looking

Forecasting

Monthly forecastResult MtD + (Last7Days / 7 x

DaysLeftInMonth)

Full year forecastResult YtD + (Last4Weeks / 4 x WeeksLeft)

Forecasting

Reality check(Target – RealisationToDate) / (52 –

CurrentWeek)=

What do we have to realize every week from now to perform on target.

Bonus: add conditional formatting

Display Network Google search Search partners Grand Total

January

Revenue 22,625.97$ 606,472.95$ 20,585.41$ 649,684.33$

Cost 3,739.52$ 57,570.31$ 2,212.06$ 63,521.89$

February

Revenue 22,321.40$ 339,132.34$ 9,026.59$ 370,480.33$

Cost 5,177.74$ 34,149.41$ 1,042.07$ 40,369.22$

March

Revenue 2,426.08$ 339,703.90$ 10,446.59$ 352,576.57$

Cost 1,735.73$ 36,996.23$ 1,217.99$ 39,949.95$

April

Revenue 1,732.27$ 122,752.62$ 3,877.96$ 128,362.85$

Cost 49.57$ 12,796.99$ 534.97$ 13,381.53$

Total Revenue 49,105.72$ 1,408,061.81$ 43,936.55$ 1,501,104.08$

Total Cost 10,702.56$ 141,512.94$ 5,007.09$ 157,222.59$

Revenue Cost

Display Network 49,105.72$ 10,702.56$

January 22,625.97$ 3,739.52$

February 22,321.40$ 5,177.74$

March 2,426.08$ 1,735.73$

April 1,732.27$ 49.57$

Google search 1,408,061.81$ 141,512.94$

January 606,472.95$ 57,570.31$

February 339,132.34$ 34,149.41$

March 339,703.90$ 36,996.23$

April 122,752.62$ 12,796.99$

Search partners 43,936.55$ 5,007.09$

January 20,585.41$ 2,212.06$

February 9,026.59$ 1,042.07$

March 10,446.59$ 1,217.99$

April 3,877.96$ 534.97$

Grand Total 1,501,104.08$ 157,222.59$

Revenue Cost

January 649,684.33$ 63,521.89$

Display Network 22,625.97$ 3,739.52$

Google search 606,472.95$ 57,570.31$

Search partners 20,585.41$ 2,212.06$

February 370,480.33$ 40,369.22$

Display Network 22,321.40$ 5,177.74$

Google search 339,132.34$ 34,149.41$

Search partners 9,026.59$ 1,042.07$

March 352,576.57$ 39,949.95$

Display Network 2,426.08$ 1,735.73$

Google search 339,703.90$ 36,996.23$

Search partners 10,446.59$ 1,217.99$

April 128,362.85$ 13,381.53$

Display Network 1,732.27$ 49.57$

Google search 122,752.62$ 12,796.99$

Search partners 3,877.96$ 534.97$

Grand Total 1,501,104.08$ 157,222.59$

Analysis

Display Network Google search Search partners Total Revenue Total Cost

Revenue Cost Revenue Cost Revenue Cost

January 22,625.97$ 3,739.52$ 606,472.95$ 57,570.31$ 20,585.41$ 2,212.06$ 649,684.33$ 63,521.89$

February 22,321.40$ 5,177.74$ 339,132.34$ 34,149.41$ 9,026.59$ 1,042.07$ 370,480.33$ 40,369.22$

March 2,426.08$ 1,735.73$ 339,703.90$ 36,996.23$ 10,446.59$ 1,217.99$ 352,576.57$ 39,949.95$

April 1,732.27$ 49.57$ 122,752.62$ 12,796.99$ 3,877.96$ 534.97$ 128,362.85$ 13,381.53$

Grand Total 49,105.72$ 10,702.56$ 1,408,061.81$ 141,512.94$ 43,936.55$ 5,007.09$ 1,501,104.08$ 157,222.59$

Pivot table madnessSame data, different presentation

Mix & match with Rows & Columns

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=PROPER(IFERROR(IF(NOW()>SessionEnd;”Thank you for your time”; ”Continue”); ”Pretend

nothing happened”))

Thank You For Your Time

Lauryan Feijen | @LauryanF

Online Advertising Strategist | iProspect