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Advanced Excel - HeroConf Philadelphia

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Learn how to put your favorite Excel formulas to work for you. Build tools, automate routine tasks, and leverage add-ins to supercharge your work in Excel.

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Advanced Excel - HeroConf Philadelphia

  1. 1. @hoffman8 #HeroConf Advanced Excel Amy Bishop | @hoffman8 Director | Clix Marketing
  2. 2. @hoffman8 #HeroConf Quick About Me • Director at Clix Marketing • 7 Years in the Industry • Love cat memes. Okay, any memes. • Tweet at me: @hoffman8
  3. 3. @hoffman8 #HeroConf AGENDA Building Tools Using Add-Ins Automating With Macros Ways to Spend Your Spare Time
  4. 4. @hoffman8 #HeroConf Formulas & Functions
  5. 5. @hoffman8 #HeroConf My Favorite Excel Features
  6. 6. @hoffman8 #HeroConf Additional Resources & Formula How- Tos Included in the Appendix for Future Reference!
  7. 7. @hoffman8 #HeroConf Building Tools
  8. 8. @hoffman8 #HeroConf Knowing A Formula Building a Tool Excel Tools at Your Finger Tips
  9. 9. @hoffman8 #HeroConf Excel Tools at Your Finger Tip Keyword Health SQR Analysis URL Builder Excel Plugins
  10. 10. @hoffman8 #HeroConf Keyword Health At a Glance
  11. 11. @hoffman8 #HeroConf Keyword Health Dashboard
  12. 12. @hoffman8 #HeroConf Start With A Simple Keyword Report
  13. 13. @hoffman8 #HeroConf Keyword Health Dashboard Simple CountIF formula =CountIF(Data!P2:P69,”<5”) Translation=CountIF(Column Containing QS, If Less than 5)
  14. 14. @hoffman8 #HeroConf Keyword Health Dashboard Simple CountIF formula =COUNTIF(Data!N2:N69,">4") Translation=CountIF(Column Containing Position, If Greater than 4)
  15. 15. @hoffman8 #HeroConf Keyword Health Dashboard Simple Average Using the Sum of Clicks / Sum of Impressions
  16. 16. @hoffman8 #HeroConf Keyword Health Dashboard Simple Average Using the Sum of Cost / Sum of Converted Clicks
  17. 17. @hoffman8 #HeroConf Keyword Health Dashboard Simple SUMIF Function =SUMIF(Data!L2:L69,0,Data!K2:K69) Translation: SUMIF(Check Conversion Column, If Cell Contains 0, Sum Cost)
  18. 18. @hoffman8 #HeroConf Keyword Health Dashboard COUNTIF Function =COUNTIF(Data!L2:L69,0) Translation: COUNTIF(Conversion Column, If Cell Contains 0)
  19. 19. @hoffman8 #HeroConf Keyword Health Dashboard COUNTIF Function =COUNTIF(Data!J2:J69,"<"&J3) Translation: COUNTIF(CTR Column, If Cell Is Less Than The AVG CTR Cell)
  20. 20. @hoffman8 #HeroConf Keyword Health Dashboard COUNTIF Function =COUNTIF(Data!M2:M69,">"&N3) Translation: COUNTIF(CPA Column, If Cell Is Greater Than The AVG CPA Cell)
  21. 21. @hoffman8 #HeroConf Create Any Pivots You Might Want
  22. 22. @hoffman8 #HeroConf Create Any Pivots You Might Want
  23. 23. @hoffman8 #HeroConf Pull Pivot Tables Into The Dashboard Note – I used a cell reference so that when the pivot tables update, the dashboard automatically updates.
  24. 24. @hoffman8 #HeroConf Rinse & Reuse Simply drop new keyword sheets into the data tab and refresh the pivots. The dashboard will update!
  25. 25. @hoffman8 #HeroConf Search Query & Keyword Tool
  26. 26. @hoffman8 #HeroConf
  27. 27. @hoffman8 #HeroConf Use conditional statements to help dissect keyword research and search query reports.
  28. 28. @hoffman8 #HeroConf Example Scenario: Client = Southawk Nursing School Target = Students With a Previous Degree Looking for an Accelerated BSN Program
  29. 29. @hoffman8 #HeroConf Conditional Statements For Search Term Reports Imagine you have thousands of search queries to sort through. PRO: Lots of Data! Con: Can become really tedious and time consuming.
  30. 30. @hoffman8 #HeroConf Conditional Statements For Search Term Reports We can use a simple if statement to see if a term is contained within column A. If so, it will return the word “yes”. If not, “no”. =IF(ISNUMBER(SEARCH("BSN",A2)),"yes","no")
  31. 31. @hoffman8 #HeroConf Conditional Statements For Search Term Reports =IF(ISNUMBER(SEARCH("BSN",A2)),"yes","no") Term to look for Where to Look If found If not found
  32. 32. @hoffman8 #HeroConf Conditional Statements For Search Term Reports Column F & G contain an And statement to check if both words are present =IF(AND(ISNUMBER(SEARCH("bsn",A2)),ISNUM BER(SEARCH("accelerated",A2))),"yes","no")
  33. 33. @hoffman8 #HeroConf Pull Out Negatives & Keywords If the query doesn’t contain any of the qualifiers, add it to the potential negative list. If it matches a qualifier, do nothing.
  34. 34. @hoffman8 #HeroConf Quickly Sort Suggested Negatives vs. Keywords Bonus: You Can Even Create a Second Tab To Group Suggested Keywords Into Ad Groups!
  35. 35. @hoffman8 #HeroConf There’s No Replacement For Manual Review
  36. 36. @hoffman8 #HeroConf URL Builders
  37. 37. @hoffman8 #HeroConf URL Builder  Build custom URL parameters at the ad or keyword level  Great for channels like Gemini that don’t have a separate tracking template.  Can also be used to build tracking templates
  38. 38. @hoffman8 #HeroConf Creating a URL Builder Populate Variables Scrub The Variables Build Formula Finalize the URL Create a Section to populate variables: Campaign, ad group, URL, Source, Medium Create fields to remove spaces from variables. Build a formula to combine variables and parameters Putting it To Use! Putting Together a URL Builder
  39. 39. @hoffman8 #HeroConf Creating a URL Builder Populate Variables Scrub The Variables Build Formula Finalize the URL Create a Section to populate variables: Campaign, ad group, URL, Source, Medium Create fields to remove spaces and hyphens from variables. Build a formula to combine variables and parameters Create a field to attach the parameters to the URL Putting Together a URL Builder
  40. 40. @hoffman8 #HeroConf Creating a URL Builder Populate the Variables Copy and Paste Columns A, B, C from your ad upload sheet. Fill in Columns D&E accordingly.
  41. 41. @hoffman8 #HeroConf Creating a URL Builder Populate the Variables Copy and Paste Columns A, B, C from your ad upload sheet. Fill in Columns D&E accordingly.
  42. 42. @hoffman8 #HeroConf Creating a URL Builder Populate Variables Scrub The Variables Build Formula Finalize the URL Create a Section to populate variables: Campaign, ad group, URL, Source, Medium Create fields to remove spaces from variables. Build a formula to combine variables and parameters Putting it to use! Putting Together a URL Builder
  43. 43. @hoffman8 #HeroConf Creating a URL Builder Scrub the Variables Using a Simple Substitute Function, We Tell Excel To Replace All Spaces In the Campaign & Ad Group Names with Plus Signs. =Substitute(A2,” “,”+”) =Substitute(Cell Reference, Old Value, New Value)
  44. 44. @hoffman8 #HeroConf Creating a URL Builder Scrub the Variables Campaign and Ad Group Names Are Ready to Be Injected Into URLs.
  45. 45. @hoffman8 #HeroConf Creating a URL Builder Populate Variables Scrub The Variables Build Formula Finalize the URL Create a Section to populate variables: Campaign, ad group, URL, Source, Medium Create fields to remove spaces and hyphens from variables. Build a formula to combine variables and parameters Putting it to use! Putting Together a URL Builder
  46. 46. @hoffman8 #HeroConf Creating a URL Builder Build the Formula Consider all of the parameters that need to be built. For the purposes of this example, we have these:
  47. 47. @hoffman8 #HeroConf Creating a URL Builder Build the Formula So We’ll Use a Fairly Simple, Albeit a Little Long, Concatenate Formula to Pull it All Together. =CONCATENATE(C2,"? utm_source=",D2,"&utm_medium=",E2,"&utm_campaign=",G2, "&v=",D2,"&cam=",G2,"&ag=",H2,"&st={keyword}&adposition= {adposition}")
  48. 48. @hoffman8 #HeroConf Creating a URL Builder Build the Formula So We’ll Use a Fairly Simple, Albeit a Little Long, Concatenate Formula to Pull it All Together. =CONCATENATE(C2,"? utm_source=",D2,"&utm_medium=",E2,"&utm_campaign=",G2, "&v=",D2,"&cam=",G2,"&ag=",H2,"&st={keyword}&adposition= {adposition}") Final URL Source Medium Scrubbed Campaign Scrubbed Ad Group
  49. 49. @hoffman8 #HeroConf Creating a URL Builder Populate Variables Scrub The Variables Build Formula Finalize the URL Create a Section to populate variables: Campaign, ad group, URL, Source, Medium Create fields to remove spaces and hyphens from variables. Build a formula to combine variables and parameters Putting it To Use! Putting Together a URL Builder
  50. 50. @hoffman8 #HeroConf Creating a URL Builder Putting it to Use! Simply Take Your Formula Column and Paste It Into Your Ad Upload Sheet! Notes: 1.Make sure to never use the sort function in this spreadsheet, so that you don’t disrupt the order of the URLs. 2.Make Sure To Paste Special, Values
  51. 51. @hoffman8 #HeroConf Excel Plugins
  52. 52. @hoffman8 #HeroConf Haven’t Tried Add-Ins?
  53. 53. @hoffman8 #HeroConf Excel Solver Solve for One Value in Order To Maximize Another
  54. 54. @hoffman8 #HeroConf Excel Solver: Optimal Budgets
  55. 55. @hoffman8 #HeroConf Excel Solver: Optimal Budgets We have a total budget of $1.6mil but need to figure out how allocate that to drive the most profit.
  56. 56. @hoffman8 #HeroConf Excel Solver: Optimal Budgets Go to the File Tab, click “Options” from the left-hand menu. Click Add-Ins from the Pop-Up Window. Select “Solver Add- In” and click “Go”
  57. 57. @hoffman8 #HeroConf
  58. 58. @hoffman8 #HeroConf Excel Solver: Optimal Budgets In Order For Solver to Work, We Need to Set Some Parameters Our objective is to maximize total profit by changing the budget variables.
  59. 59. @hoffman8 #HeroConf Excel Solver: Optimal Budgets In Order For Solver to Work, We Need to Set Some Parameters The constraints are that the total budget must equal $1,600,000 and each quarter must bring in $150,000 in profit or more.
  60. 60. @hoffman8 #HeroConf Excel Solver: Optimal Budgets In Order For Solver to Work, We Need to Set Some Parameters Before After
  61. 61. @hoffman8 #HeroConf Excel Solver: Optimal Budgets Before: $990,775 Profit After: 1,037,884 Profit _____________________ Difference: +$47,109 Profit
  62. 62. @hoffman8 #HeroConf Excel Solver: Optimal CPA At some point, capping CPA also caps volume. If CPA increases could also lead to volume increases, use Excel Solver to determine the CPA to bring in max profit. After: Before:
  63. 63. @hoffman8 #HeroConf Power Maps Add-In Visualize Geographic Data
  64. 64. @hoffman8 #HeroConf Power Maps
  65. 65. @hoffman8 #HeroConf Power Maps Step 1: Add Geographic Data & Format as an Excel table Tip: I added a “value” column based upon the lead value and volume minus cost.
  66. 66. @hoffman8 #HeroConf Power Maps Step 2: Select The Data and Click “Map” > “Launch Power Map” > on the “Insert” tab.
  67. 67. @hoffman8 #HeroConf Power Maps Step 3: Choose the Metrics to Map along with your chart type. Chart Types
  68. 68. @hoffman8 #HeroConf Power Maps The result: a map of total value by geography.
  69. 69. @hoffman8 #HeroConf Bing Ads Intelligence Supercharge Your Efforts with Bing Ads’ Excel Add-In
  70. 70. @hoffman8 #HeroConf Bing Ads Intelligence So many options!
  71. 71. @hoffman8 #HeroConf Why Not Just Use Interface Tools?
  72. 72. @hoffman8 #HeroConf Choose Campaigns and Download Stats Directly Into Excel
  73. 73. @hoffman8 #HeroConf Keyword Suggestions • Max Number of Keywords • Exclude or Include Brand • Customize the Suggestions
  74. 74. @hoffman8 #HeroConf Keyword Research
  75. 75. @hoffman8 #HeroConf Automate Routine Tasks
  76. 76. @hoffman8 #HeroConf Quick Poll How many people use macros?
  77. 77. @hoffman8 #HeroConf
  78. 78. @hoffman8 #HeroConf Set Up A Macro Step 1: Begin Recording
  79. 79. @hoffman8 #HeroConf Set Up A Macro Step 2: Take Whatever Steps You Normally Would To Set Up Your Spreadsheet
  80. 80. @hoffman8 #HeroConf Set Up A Macro Step 3: Stop Recording
  81. 81. @hoffman8 #HeroConf Reuse The Macro Next time you need to perform that analysis …
  82. 82. @hoffman8 #HeroConf
  83. 83. @hoffman8 #HeroConf Use Subtotals To Find Query Mapping Issues! Search Engine Land: Why Query Mapping Matters
  84. 84. @hoffman8 #HeroConf Subtotals for Search Queries
  85. 85. @hoffman8 #HeroConf Subtotals for Search QueriesSort by Search Term
  86. 86. @hoffman8 #HeroConf
  87. 87. @hoffman8 #HeroConf PA GE 87
  88. 88. @hoffman8 #HeroConf Subtotals for Search Queries
  89. 89. @hoffman8 #HeroConf Sort By The Ad Group Subtotal
  90. 90. @hoffman8 #HeroConf Click the 3 To Expand Your Data
  91. 91. @hoffman8 #HeroConf Quickly Identify Trouble Areas
  92. 92. @hoffman8 #HeroConf 6 Steps – But If You Create a Macro It Will Be Automated For Future Use!
  93. 93. @hoffman8 #HeroConf Your Challenge: Think of ways that you can build tools to streamline common analyses, reports and tasks. Think of common, recurring actions that you can automate.
  94. 94. @hoffman8 #HeroConf Things to Do With Your Spare Time
  95. 95. @hoffman8 #HeroConf When I Learn a New Excel Trick:
  96. 96. @hoffman8 #HeroConf Spend More Time On YouTube (And tweet me the videos worth watching!)
  97. 97. @hoffman8 #HeroConf Go to More Conferences! Meme Credit: Kirk Williams @ppckirk (Follow him. There are plenty more where this came from.)
  98. 98. @hoffman8 #HeroConf Do More Work!
  99. 99. @hoffman8 #HeroConf Thank You!
  100. 100. @hoffman8 #HeroConf CONTACT INFO CLIX MARKETING P.O. Box 4186 Lousiville, KY, 40204 Tel: 502.442.2776 Web: clixmarketing.com @hoffman8 amy@clixmarketing.com @ClixMarketing
  101. 101. @hoffman8 #HeroConf Appendix
  102. 102. @hoffman8 #HeroConf How-To’s & Resources • Handy Excel Formulas & Features That You Should Know (shortcuts, concatenate, vlookup, substitute, text-to- columns, character counts, conditional formatting and character counts) • Using IF Formulas • CountIf Formula • Creating Conditional Logic • How to Run a Macro • Pivot Tables! • The Subtotal Function
  103. 103. @hoffman8 #HeroConf Learning & Resources • Excel Blog • YouTube: Excel is Fun • YouTube: Excel TV • AimClear: Deep in The Sheets • 50 (mostly) Free Excel Add-Ins • More Excel Add-Ins • 5 Blog Posts to Expand Your Excel Expertise • Free Power BI Trial • Tweet Frances @FrancesDR for access to the Power BI Bing Add-In in Pilot

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