Work Smarter, Not Harder

Excel is an incredibly versatile tool, and almost every formula can have unique PPC applications.

Formulas like…

fx

For making conditional if/then statements, like:

“If my conversions are greater than 1, then increase my bid by 10%, otherwise make it 5%.”

=IF

You can also make use of nested if/then statements for more power, like:

“IF my conversions are greater than 1, AND it’s below position 3, AND it’s exact, THEN…”

=IF

The IF statement in action

IF(logical_test, [value_if_true], [value-if_false])

In the below example, the formula follows this logic:

IF ‘Cost/Conv’ > ‘CPA Goal’ THEN “FALSE” ELSE “TRUE”

AND(logical1, [logical2], …)

‘Cost/Conv’ > ‘CPA Goal’ AND ‘Avg. Pos.’ > 2.2

AND/OR makes this more interesting

The formula below is very similar to an IF statement, the only change is that we’ve nested the “AND” function inside of it.

COUNTIF

This function works similarly to the IF

statement, but applies a count of

cells in the ‘range’, that meet the

specified ‘criteria.’

SUMIF

This function works similarly to the IF

statement, but looks at a ‘range’ for

the specified ‘criteria’, and then

sums cells associated to the

‘sum_range’

Keyword Health Dashboard

Executive Dashboards FTW!

Get a quick snapshot of keyword health.

Replace keyword data to refresh. Easy!

Easily Refresh & Review…

Important KPI’s

Match type performance

Quality Score stats

Wasted spend

Basic Instructions

Create new Excel worksheet with 4 tabs

Tabs: Instructions, Dashboard, Pivot Table, Data

Run keyword report and paste into Data tab

Generate match type data with a Pivot Table

Insert formulas on Dashboard to calculate keyword health data

Save spreadsheet.

Create a Keyword Report

Create a Pivot Table for Match Types

CountIf – A PPC Manager’s Friend

Count the cell if it meets set criteria.

SumIf – Another Trusty Friend

Sum a group of cells that meet a set criteria.

Reference Your Pivot Table

Refresh Pivot Table = refresh Match Type dashboard.

Rinse & Repeat

Search Query Analysis

So Many Queries, So Little Time

Parse through search queries based on your needs & goals.

Conditional Statements FTW!

Basic Instructions

Run search query report and export to Excel

Determine your logic framework – good words, good phrases

Apply conditional logic formulas to parse through search queries

Walk away with list of potential negative keywords

Conditional Formatting = IFTTT

Search one cell’s contents to format another cell.

Conditional Formatting = IFTTT

Search for 2 words!

Logic – Your New Super (PPC) Weapon

Layering conditional logic = mining for negative keywords

Lesser Known Formulas

Logic Formulas

Use IFS if you’re not comfortable with multiple IF statements in a row.

Like IF you want to increase bids 10% for multiple conversions, but only 5% for poor average position.

=IFS

Nested IF statements can

become very complicated,

very quickly- it leaves little

room for you to make input

errors or mistakes.

The IFS function is an Excel

function that checks

whether one or more

conditions are met and

returns a value that

corresponds to the first

TRUE condition.

In Short… (Yes, That’s an Excel Pun!)

The IFS function turns a much longer formula like this:

Into a more manageable one here:

=IF(C17<50,"F",IF(C17<60,"D",IF(C17<70,"C",IF(C17<80,"B",IF(C17<90,"A",IF(C17<101,"A+","NULL"))))))

=IFS(C17<50,"F",C17<60,"D",C17<70,"C",C17<80,"B",C17<90,"A",C17<101,"A+")

A more powerful form of CONCATENATE.

Allows you to automatically add delimiters, ignore empty cells, and join arrays of cells together.

=TEXTJOIN

TEXTJOIN Applied

TEXTJOIN(delimiter, ignore_empty, text1, [text2], …)

Syntax

=TEXTJOIN(" ",TRUE, "The", "sun", "will", "come", "up", "tomorrow.")

For example,

This formula will return The sun will come up tomorrow.

Lesser Known Formulas

Logic Formulas

Analyzes the positive or negative correlation in a data set using a Pearson coefficient. Use CORREL to

determine how fluctuating campaign spend is impacting your overall business.

=CORREL

Provides the standard deviation (variance) in a data set. Useful in comparing your bids vs. the competition.

=STDEV

Calculates the statistics for a line by using the "least squares" method. You can use this to project future performance based on

past metrics.

=LINEST

More on CORREL, STDEV, LINEST

https://youtu.be/6wbcPbYbq6M?t=31

https://www.youtube.com/watch?v=x3oqx3v-2O8

https://youtu.be/s2TVkYmmCAs?t=54

=LINEST(known_y's,[known_x‘s], [const], [stats])

=STDEV(number1,[number2], …)

=CORREL(array1, array2)

Bing Ads Intelligence

What is it?

What does it do?

Use it for Quality Score analysis

Create

bulksheets

Easily build

lists

Get insights

on traffic

Get keyword

suggestions

Bing Ads Intelligence is a powerful

keyword research tool

Demographic

Location

Performance

Device

bingads.com/BAI

Download and install

What’s the cost to advertisers? $

Bing Ads Intelligence

What is it?

What does it do?

Use it for Quality Score analysis

Use Keyword Suggestions to find more keywords with the filtering/sorting power of Excel

Analyze bids by device and position with the Keyword Performancereport

Find demographic insights on key terms with the Age & Genderreport

Bing Ads Intelligence

What is it?

What does it do?

Use it for Quality Score analysis

Create a Data

Masterpiece

with Power BI

…but that is often where we get lost.

We need context

What is Power BI?

Power BI is a suite of interactive data visualization business intelligence tools.

Get answers quickly from your data with dynamic dashboardsthat are available on every device.

• Create data connections.

• Create reports.

• Publish reports to Power BI service (web).

• Create data connections.

• Create reports.

• Create dashboards for sharing.

• This is the workhorse of Power BI.

• Windows, Android & iOS

• For reviewing reports & dashboards on the go.

Get to know Power BI Desktop

Download Power BI Desktop

powerbi.microsoft.com/en-us/get-started/

Visualize your data

Visualize your data

All-up performance

Geography

Keywords

Age & gender

Visualize your data

All-up performance

Geography

Keywords

Age & gender

Visualize your data

All-up performance

Geography

Keywords

Age & gender

Visualize your data

All-up performance

Geography

Keywords

Age & gender

Get to know Power BI Service

Log into

Power BI Service

powerbi.microsoft.com/en-us/landing/signin/

Share your data

Publish your data to the cloud.

Create a dashboard to call out most

important data from your reports.

Share your dashboard with colleagues

or customers.

View your data across nearly any

device.

Share your data

Publish

Share

View

powerbi.microsoft.com/en-us/documentation/powerbi-refresh-data/

• For many data connections, manual refresh is required.

• If you refresh, you will need to re-publish to Power BI service.

• Read this article for details!!!

Share your data

Publish

Share

View

Share your data

Publish

Share

View

FAQ’s

Where can I

learn more

about Power BI?

YouTube. Seriously.

The Power BI team posts amazing (and helpful)

content regularly. Check it out:

www.youtube.com/user/mspowerbi

Free… Unless you want to share your

masterpiece reports with others.

powerbi.microsoft.com/en-us/pricing/

How much

does Power BI

cost?

Wait a sec. I

thought Power BI

was a free tool!

It still is. With limitations (no sharing).

Pricing changes were launched June 1, 2017.

If you used Power BI Pro in the past year, you

qualify for a 1-year free trial of Pro.

If a Pro or Premium user shares a dashboard

with a free user, that free user can view the

dashboard.

community.powerbi.com/t5/FAQ-Changes-to-

the-free-Power-BI/May-3-announcement-

FAQ/m-p/167399