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# Harnessing Nested Functions for Extreme Excel Excellence

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Harnessing Nested Functions for Extreme Excel Excellence - SMX Advanced, Seattle, June 2013

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• We as marketers are constantly inundated w/ data and reports which can lead to more problems than solutions if you can’t draw any legitimate conclusions from it.
• Excel = problem-solving tool. Our goal is going to be to teach you have to wield this tool
• Simple to understand, valuable to your problem, actionable to your solution. Raw data rarely covers 1 of these, let alone all three. The right tools can let marketers concentrate on the “why” and the “what next” rather than the “what’s happened”
• Nested Functions, simply put, allow you to execute multiple associated functions within the same cell. In other words, it allows you to execute a formula as part of the execution of another formula
• The “key” is the element in your function that allows you to manipulate your criteria. In other words, the key takes that actual data and turns it into actionable data
• Problem with this is it only lets you evaluate 1 criteria…what if we wanted to look at Clicks and Conversions?
• Recap on our Order of Operations…make sure to remind people that this means “Please Excuse My Dear Aunt Sally”
• Understanding your criteria is imperative, not just what they are but what thresholds are there (in terms of raw #s but also changes over time, percentage changes, etc.)
• The “key” is the element in your function that allows you to manipulate your criteria. In other words, the key takes that actual data and turns it into actionable data
• The “key” is the element in your function that allows you to manipulate your criteria. In other words, the key takes that actual data and turns it into actionable data
• How many impressions did it get? IMPRESSIONS &gt; XHow many conversions did it get? CONVERSIONS &gt; Y
• A lot of these get pretty complex so as Annie mentioned, I find it’s easier to set up tools/running list of nested functions that allow you to get the information you’re looking for. To demonstrate the power of nested functions, I’ve built a PPC Bid Management tool using the process outlined above that I’d like to share.
• ### Harnessing Nested Functions for Extreme Excel Excellence

1. 1. @BrettASnyderBrett SnyderDirector, Search Engine OptimizationNebo Agency
2. 2. @BrettASnyderGoal
3. 3. @BrettASnyderGoal
4. 4. @BrettASnyderGoalSimple DataValuable DataActionable Data
5. 5. @BrettASnyderActual Data vs. Actionable Data
6. 6. @BrettASnyderActual Data vs. Actionable Data
7. 7. Nested Functions
8. 8. @BrettASnyderIF Functions
9. 9. @BrettASnyderIF Functions
10. 10. @BrettASnyderIF Functions
11. 11. @BrettASnyderWhat are Nested Functions?
12. 12. @BrettASnyderWhat are Nested Functions?1
13. 13. @BrettASnyderWhat are Nested Functions?1 2
14. 14. @BrettASnyderWhoremembersPEMDAS??
15. 15. @BrettASnyderPEMDAS(a X b ÷ c + d - e)f1 62543
16. 16. @BrettASnyderWhat are Nested Functions?1
17. 17. @BrettASnyderWhat are Nested Functions?12
18. 18. Using Nested Functions
19. 19. @BrettASnyderIdentify the Problem
20. 20. @BrettASnyderDetermine the Criteria Clicks Impressions Clickthrough Rate Average Position Organic Ranking Organic Traffic Bounce Rate Conversions
21. 21. @BrettASnyderFind the Key
22. 22. @BrettASnyderFind the KeyThis is the key!
23. 23. @BrettASnyderFind the Key
24. 24. @BrettASnyderBuild the Formula
25. 25. @BrettASnyderBuild the Formula
26. 26. @BrettASnyderBuild the Formula1
27. 27. @BrettASnyderBuild the Formula1 2
28. 28. Striking Distance Keywords
29. 29. @BrettASnyderIdentify the Problem
30. 30. @BrettASnyderDetermine the Criteria Where are you currently ranking? How many impressions did it get? How many conversions did it get?
31. 31. @BrettASnyderFind the Key
32. 32. @BrettASnyderBuild the Solution
33. 33. @BrettASnyderBuild the Solution
34. 34. @BrettASnyderBuild the SolutionRanking <20; Ranking >5
35. 35. @BrettASnyderBuild the SolutionImpressions > 100
36. 36. @BrettASnyderBuild the SolutionConversions >= 1
37. 37. Nesting Multiple Functions
38. 38. @BrettASnyderNesting Multiple Functions
39. 39. @BrettASnyderNesting Multiple Functions
40. 40. @BrettASnyderNesting Multiple Functions
41. 41. @BrettASnyderNesting Multiple Functions
42. 42. @BrettASnyderNesting Multiple Functions
43. 43. @BrettASnyderNesting Multiple Functions
44. 44. @BrettASnyderNesting Multiple Functions
45. 45. @BrettASnyderNesting Multiple Functions
46. 46. @BrettASnyderNesting Multiple Functions
47. 47. Building Tools
48. 48. @BrettASnyderIdentify the Problem
49. 49. @BrettASnyderDetermine the CriteriaImpressionsConversionsCost/Conversion
50. 50. @BrettASnyderDetermine the Criteria
51. 51. @BrettASnyderDetermine the Criteria
52. 52. @BrettASnyderFind the Key
53. 53. @BrettASnyderBuild the Solution
54. 54. @BrettASnyderBid Management Templatehttp://www.bit.ly/bidmgmt
55. 55. @BrettASnyderTHANK YOU!TO LEARN MORE OR FOR ANY QUESTIONS:Brett SnyderDirector, Search Engine OptimizationNebo Agency@BrettASnyder