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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Quick About Me
• Director at Clix Marketing
• 7 Years in the Industry
• Love cat memes. Okay, any
memes.
• Tweet at me: @hoffman8
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Keyword Health Dashboard
Simple CountIF formula
=CountIF(Data!P2:P69,”<5”)
Translation=CountIF(Column Containing QS, If Less than 5)
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Keyword Health Dashboard
Simple CountIF formula
=COUNTIF(Data!N2:N69,">4")
Translation=CountIF(Column Containing Position, If Greater than 4)
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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)
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Keyword Health Dashboard
COUNTIF Function
=COUNTIF(Data!L2:L69,0)
Translation: COUNTIF(Conversion Column, If Cell Contains 0)
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Keyword Health Dashboard
COUNTIF Function
=COUNTIF(Data!J2:J69,"<"&J3)
Translation: COUNTIF(CTR Column, If Cell Is Less Than The AVG CTR Cell)
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Keyword Health Dashboard
COUNTIF Function
=COUNTIF(Data!M2:M69,">"&N3)
Translation: COUNTIF(CPA Column, If Cell Is Greater Than The AVG CPA Cell)
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Pull Pivot Tables Into The
Dashboard
Note – I used a cell reference so that when the pivot tables
update, the dashboard automatically updates.
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Rinse & Reuse
Simply drop new keyword
sheets into the data tab and
refresh the pivots.
The dashboard will update!
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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.
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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")
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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")
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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.
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Quickly Sort Suggested
Negatives vs. Keywords
Bonus: You Can Even Create a Second Tab To Group Suggested
Keywords Into Ad Groups!
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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
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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
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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
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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.
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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.
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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
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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)
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Creating a URL Builder
Scrub the Variables
Campaign and Ad Group Names Are Ready to Be Injected
Into URLs.
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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
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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:
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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}")
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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
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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
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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
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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.
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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”
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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.
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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.
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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:
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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.
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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.
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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
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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