@BrettASnyderBrett SnyderDirector, Search Engine OptimizationNebo Agency
@BrettASnyderGoal
@BrettASnyderGoal
@BrettASnyderGoalSimple DataValuable DataActionable Data
@BrettASnyderActual Data vs. Actionable Data
@BrettASnyderActual Data vs. Actionable Data
Nested Functions
@BrettASnyderIF Functions
@BrettASnyderIF Functions
@BrettASnyderIF Functions
@BrettASnyderWhat are Nested Functions?
@BrettASnyderWhat are Nested Functions?1
@BrettASnyderWhat are Nested Functions?1 2
@BrettASnyderWhoremembersPEMDAS??
@BrettASnyderPEMDAS(a X b ÷ c + d - e)f1 62543
@BrettASnyderWhat are Nested Functions?1
@BrettASnyderWhat are Nested Functions?12
Using Nested Functions
@BrettASnyderIdentify the Problem
@BrettASnyderDetermine the Criteria Clicks Impressions Clickthrough Rate Average Position Organic Ranking Organic Tr...
@BrettASnyderFind the Key
@BrettASnyderFind the KeyThis is the key!
@BrettASnyderFind the Key
@BrettASnyderBuild the Formula
@BrettASnyderBuild the Formula
@BrettASnyderBuild the Formula1
@BrettASnyderBuild the Formula1 2
Striking Distance Keywords
@BrettASnyderIdentify the Problem
@BrettASnyderDetermine the Criteria Where are you currently ranking? How many impressions did it get? How many conversi...
@BrettASnyderFind the Key
@BrettASnyderBuild the Solution
@BrettASnyderBuild the Solution
@BrettASnyderBuild the SolutionRanking <20; Ranking >5
@BrettASnyderBuild the SolutionImpressions > 100
@BrettASnyderBuild the SolutionConversions >= 1
Nesting Multiple Functions
@BrettASnyderNesting Multiple Functions
@BrettASnyderNesting Multiple Functions
@BrettASnyderNesting Multiple Functions
@BrettASnyderNesting Multiple Functions
@BrettASnyderNesting Multiple Functions
@BrettASnyderNesting Multiple Functions
@BrettASnyderNesting Multiple Functions
@BrettASnyderNesting Multiple Functions
@BrettASnyderNesting Multiple Functions
Building Tools
@BrettASnyderIdentify the Problem
@BrettASnyderDetermine the CriteriaImpressionsConversionsCost/Conversion
@BrettASnyderDetermine the Criteria
@BrettASnyderDetermine the Criteria
@BrettASnyderFind the Key
@BrettASnyderBuild the Solution
@BrettASnyderBid Management Templatehttp://www.bit.ly/bidmgmt
@BrettASnyderTHANK YOU!TO LEARN MORE OR FOR ANY QUESTIONS:Brett SnyderDirector, Search Engine OptimizationNebo Agency@Bret...
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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

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