Susan Wenograd
Twitter: @SusanEDub
@SusanEDub #HeroConf 1
About me
@SusanEDub #HeroConf 2
Heroic Act: Using Pivot Tables
@SusanEDub #HeroConf 3
Here’s where you find out
@SusanEDub #HeroConf 4
Search term and total spend
Search term and total spend
Search term and t...
Here’s how you get it
@SusanEDub #HeroConf 5
We’re on our way…
@SusanEDub #HeroConf 6
Whoa. Lots of stuff.
@SusanEDub #HeroConf 7
Look at you, all organized.
@SusanEDub #HeroConf 8
Heroic Act: Using “Count”
@SusanEDub #HeroConf 9
Ad quantity by Ad Group
@SusanEDub #HeroConf 10
Oops. Time to write some ads.
@SusanEDub #HeroConf 11
Keyword volume by Ad Group
@SusanEDub #HeroConf 12
(The agency was terminated.)
Heroic Act: Using “If”
@SusanEDub #HeroConf 13
Paid & Organic Report
@SusanEDub #HeroConf 14
What it looks like
@SusanEDub #HeroConf 15
Time to do some replacing
@SusanEDub #HeroConf 16
Delete “Ad Shown Only”
instances
Add a new column:
“Organic Stronger”
Using the “If” Function
Admission: Horrible memory for formatting formulas correctly
@SusanEDub #HeroConf 17
Now it looks like this
@SusanEDub #HeroConf 18
Insights: Cost Comfort
@SusanEDub #HeroConf 19
Insights: Effort Focus
@SusanEDub #HeroConf 20
You’re a hero to clients & SEOs alike
@SusanEDub #HeroConf 21
Heroic Act: Using Text to Columns
& Removing Duplicates
@SusanEDub #HeroConf 22
Sweep the leg(s), Johnny.
@SusanEDub #HeroConf 23
1. Negative keyword
patterns
1. Content cues
Text-to-wha?
Export search terms.
@SusanEDub #HeroConf 24
Go through the prompts
“Delimited”
@SusanEDub #HeroConf 25
“Space”
It looks worse before it looks
better…
@SusanEDub #HeroConf 26
Consolidate terms to one column
• “Remove Duplicates” on each column
• Copy keywords in each column to bottom
of Column A....
You’ll have one list of Keywords
now
@SusanEDub #HeroConf 28
One list, many insights
@SusanEDub #HeroConf 29
Negative keyword
Hmm. Consumers care about
the material…ad copy &
keyword ...
Closing Advice
@SusanEDub #HeroConf 30
Thank You!
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4 Ways to use Excel for AdWords Insights

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Four easy things you can do in Excel to give you clear insights into your AdWords accounts.

Published in: Marketing, Technology, Design
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4 Ways to use Excel for AdWords Insights

  1. 1. Susan Wenograd Twitter: @SusanEDub @SusanEDub #HeroConf 1
  2. 2. About me @SusanEDub #HeroConf 2
  3. 3. Heroic Act: Using Pivot Tables @SusanEDub #HeroConf 3
  4. 4. Here’s where you find out @SusanEDub #HeroConf 4 Search term and total spend Search term and total spend Search term and total spend Search term and total spend Ad Groups term appeared in + spend Ad Groups term appeared in + spend Ad Groups term appeared in + spend Ad Groups term appeared in + spend
  5. 5. Here’s how you get it @SusanEDub #HeroConf 5
  6. 6. We’re on our way… @SusanEDub #HeroConf 6
  7. 7. Whoa. Lots of stuff. @SusanEDub #HeroConf 7
  8. 8. Look at you, all organized. @SusanEDub #HeroConf 8
  9. 9. Heroic Act: Using “Count” @SusanEDub #HeroConf 9
  10. 10. Ad quantity by Ad Group @SusanEDub #HeroConf 10
  11. 11. Oops. Time to write some ads. @SusanEDub #HeroConf 11
  12. 12. Keyword volume by Ad Group @SusanEDub #HeroConf 12 (The agency was terminated.)
  13. 13. Heroic Act: Using “If” @SusanEDub #HeroConf 13
  14. 14. Paid & Organic Report @SusanEDub #HeroConf 14
  15. 15. What it looks like @SusanEDub #HeroConf 15
  16. 16. Time to do some replacing @SusanEDub #HeroConf 16 Delete “Ad Shown Only” instances Add a new column: “Organic Stronger”
  17. 17. Using the “If” Function Admission: Horrible memory for formatting formulas correctly @SusanEDub #HeroConf 17
  18. 18. Now it looks like this @SusanEDub #HeroConf 18
  19. 19. Insights: Cost Comfort @SusanEDub #HeroConf 19
  20. 20. Insights: Effort Focus @SusanEDub #HeroConf 20
  21. 21. You’re a hero to clients & SEOs alike @SusanEDub #HeroConf 21
  22. 22. Heroic Act: Using Text to Columns & Removing Duplicates @SusanEDub #HeroConf 22
  23. 23. Sweep the leg(s), Johnny. @SusanEDub #HeroConf 23 1. Negative keyword patterns 1. Content cues
  24. 24. Text-to-wha? Export search terms. @SusanEDub #HeroConf 24
  25. 25. Go through the prompts “Delimited” @SusanEDub #HeroConf 25 “Space”
  26. 26. It looks worse before it looks better… @SusanEDub #HeroConf 26
  27. 27. Consolidate terms to one column • “Remove Duplicates” on each column • Copy keywords in each column to bottom of Column A. @SusanEDub #HeroConf 27
  28. 28. You’ll have one list of Keywords now @SusanEDub #HeroConf 28
  29. 29. One list, many insights @SusanEDub #HeroConf 29 Negative keyword Hmm. Consumers care about the material…ad copy & keyword additions! Ad Group idea & on-site content idea win! Ad Group for B2C Campaign, negative keyword for this Ad Group
  30. 30. Closing Advice @SusanEDub #HeroConf 30 Thank You!
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