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A Match Made in Heaven: AdWords and Excel - Hero Conf 2014

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AdWords and Excel are an inseparable combination for any SEM professional. PPC Hero's Eric Couch dives in to advanced Excel tactics that can turbo-charge your account performance, including Conditional Formatting, VLOOKUP, and Excel Solver.

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A Match Made in Heaven: AdWords and Excel - Hero Conf 2014

  1. 1. A MATCH MADE IN HEAVEN: ADWORDS AND EXCEL APRIL 28, 2014 April 28-30, 2014
  2. 2. WHO ARE YOU? ERIC COUCH SENIOR PPC ACCOUNT MANAGER, HEAD OF TRAINING @HANAPIN MARKETING WRITER @ PPC HERO www.ppchero.com @ecouch11
  3. 3. ME, MYSELF & EXCEL ME EXCEL (ACCOUNT WORK) @ecouch11
  4. 4. OVERVIEW CONDITIONAL FORMATTING VLOOKUP (& CONCATENATE) EXCEL SOLVER PIVOT TABLES @ecouch11
  5. 5. THE QUESTION WHAT IS CONDITIONAL FORMATTING? @ecouch11
  6. 6. THE ANSWER AN EXCEL FUNCTION THAT LETS YOU FORMAT THINGS. CONDITIONALLY. @ecouch11
  7. 7. THE (REAL) ANSWER CONDITIONAL FORMATTING IS A FUNCTION THAT ALLOWS YOU TO AUTOMATICALLY CHANGE THE FORMAT OF A CELL BASED ON THE VALUES AND PARAMETERS THAT YOU DICTATE. @ecouch11
  8. 8. TEXT COLOR AND FORMAT. CELL COLORS BAR GRAPH OVERLAYS. INSERTING GRAPHICS! WHAT CAN IT CHANGE? @ecouch11
  9. 9. WHERE DO I FIND IT? @ecouch11 HERE.
  10. 10. WHAT ARE OUR OPTIONS? @ecouch11
  11. 11. WHAT ARE OUR OPTIONS? @ecouch11
  12. 12. WHAT ARE OUR OPTIONS? @ecouch11
  13. 13. WHAT ARE OUR OPTIONS? @ecouch11
  14. 14. WHAT ARE OUR OPTIONS? @ecouch11
  15. 15. HOW DOES IT WORK? @ecouch11
  16. 16. HOW DOES IT WORK? @ecouch11
  17. 17. HOW DOES IT WORK? @ecouch11
  18. 18. HOW DOES IT WORK? @ecouch11
  19. 19. HOW DOES IT WORK? @ecouch11
  20. 20. WORKING SMARTER YOU CAN DO THAT, BUT WHY WOULD YOU WANT TO? THERE’S A BETTER WAY. AND THAT WAY IS CONDITIONAL FORMATTING. @ecouch11
  21. 21. A NEW PROBLEM LET’S SAY YOU NEED TO GENERATE 349,372 UNIQUE KEYWORD-LEVEL DESTINATION URLs. THEY HAVE UNIQUE LOCATION, AD GROUP, AND PRODUCT IDENTIFIERS. @ecouch11
  22. 22. A NEW PROBLEM WHERE DO YOU EVEN START WITH THAT? @ecouch11
  23. 23. THE SOLUTION TRY VLOOKUP. (AND CONCATENATE.) @ecouch11
  24. 24. WHAT’S THAT? VLOOKUP = VERTICAL LOOKUP BASICALLY, IF YOU NEED TO CROSS-REFERENCE A TON OF DATA… THIS IS HOW YOU DO IT. @ecouch11
  25. 25. WHAT’S THAT? CONCATENATE = COMBINES CELLS IF YOU NEED TO COMBINE MULTIPLE CELLS… HINT: CELLS THAT YOU MIGHT HAVE POPULATED WITH VLOOKUP. THIS IS HOW YOU DO IT. @ecouch11
  26. 26. THE VLOOKUP FORMULA VLOOKUP: =VLOOKUP(LOOKUP_VALUE,TABLE_ARRAY,COL_INDEX_NUM,[RANGE LOOKUP]) @ecouch11
  27. 27. THE VLOOKUP FORMULA VLOOKUP: =VLOOKUP(LOOKUP_VALUE,TABLE_ARRAY,COL_INDEX_NUM,[RANGE LOOKUP]) THE THING YOU’RE TRYING TO LOOK UP. @ecouch11
  28. 28. THE VLOOKUP FORMULA VLOOKUP: =VLOOKUP(LOOKUP_VALUE,TABLE_ARRAY,COL_INDEX_NUM,[RANGE LOOKUP]) THE CELLS IN WHICH THE THING YOU’RE TRYING TO LOOK UP (AND IT’S CORRESPONDING VALUE) ARE LOCATED. @ecouch11
  29. 29. THE VLOOKUP FORMULA VLOOKUP: =VLOOKUP(LOOKUP_VALUE,TABLE_ARRAY,COL_INDEX_NUM,[RANGE LOOKUP]) THE COLUMN YOU’RE CROSS- REFERENCING. @ecouch11
  30. 30. CONCATENATE FORMULA CONCATENATE: =CONCATENATE(TEXT1,TEXT2…) ...THAT’S PRETTY MUCH IT. @ecouch11
  31. 31. PUTTING IT IN PRACTICE SIX KEYWORDS, SIX AD GROUPS, A NEED FOR SIX DEST. URLs. @ecouch11
  32. 32. PUTTING IT IN PRACTICE THIS IS A SAMPLE MASTER LIST OF ROOT URLS FOR OUR AD GROUPS. @ecouch11
  33. 33. PUTTING IT IN PRACTICE HERE, WE’VE SIMPLY CROSS- REFERENCED OUR AD GROUP TITLES VIA VLOOKUP TO FIND THE CORRESPONDING URL. @ecouch11
  34. 34. PUTTING IT IN PRACTICE NOTE: YOU CAN USE THE SUBSTITUTE FUNCTION TO PREPARE OTHER URL ELEMENTS. @ecouch11
  35. 35. PUTTING IT IN PRACTICE DO THE SAME THING FOR YOUR KEYWORDS… @ecouch11
  36. 36. PUTTING IT IN PRACTICE AND THEN CONCATENATE THESE ELEMENTS TOGETHER (IN ORDER) TO CREATE YOUR URL. @ecouch11
  37. 37. WAIT A MINUTE… THIS IS AWFULLY COMPLICATED. HAVE I EVER ACTUALLY USED THIS? @ecouch11
  38. 38. YES. @ecouch11 THAT SAYS 18,388 BY THE WAY.
  39. 39. DOING THE MATH 18,388 KEYWORD URLS X 8 PROVINCES + 18,388 KEYWORD URLS X 11 CITIES @ecouch11
  40. 40. DOING THE MATH = 349,372 UNIQUE KEYWORD URLS GENERATED. IN ABOUT A HALF HOUR. MOST OF THAT WAS WAITING FOR THE FORMULA TO COMPUTE. @ecouch11
  41. 41. DOING THE MATH ALL DONE THROUGH VLOOKUP AND CONCATENATE. @ecouch11
  42. 42. INTERMISSION SO WE’VE TALKED ABOUT REPORTS. WE’VE TALKED ABOUT URLS. WHAT ABOUT BUDGETS? @ecouch11
  43. 43. WHAT ABOUT THEM? IS THERE A WAY TO INTELLIGENTLY DETERMINE HOW TO BEST SPEND OUR ADVERTSING BUDGET? CAN WE DO THIS ACROSS MULTIPLE ACCOUNTS? @ecouch11
  44. 44. IN A WORD… YES. @ecouch11
  45. 45. MY FAVORITE TRICK DOWNLOAD AN IMPRESSION SHARE REPORT FROM ADWORDS, AND A SHARE OF VOICE REPORT FROM BING (IF APPLICABLE). WHAT’S NEXT? @ecouch11
  46. 46. MY FAVORITE TRICK EXCEL SOLVER. @ecouch11
  47. 47. WHAT’S THAT? IT’S AN EXCEL PLUGIN. IT SOLVES THINGS. @ecouch11
  48. 48. WHAT’S THAT? SPECIFICALLY, IT SOLVES EQUATIONS THAT YOU GIVE IT ACCORDING TO PARAMETERS THAT YOU SET. @ecouch11
  49. 49. WHAT’S THAT? EQUATIONS LIKE “WHAT’S MY MOST EFFICIENT BUDGET ALLOCATION TO MAXIMIZE CONVERSION VOLUME”. IT’S NOT INCLUDED BY DEFAULT, BUT YOU CAN FIND IT BY GOING TO YOUR EXCEL ADD-ONS MENU. @ecouch11
  50. 50. IT LOOKS LIKE THIS @ecouch11 THIS THING.
  51. 51. EXCEL SOLVER ONCE INSTALLED, YOU CAN DO COOL STUFF LIKE THIS: @ecouch11
  52. 52. EXCEL SOLVED BUDGETS @ecouch11 A MIX OF BING AND GOOGLE CAMPAIGNS AVERAGE DAILY SPEND ACROSS ALL CAMPAIGNS OPTIMAL BUDGET AS FOUND BY EXCEL SOLVER SOURCE: SAM OWEN PPC HERO – “HOW TO USE EXCEL SOLVER TO OPTIMIZE YOUR CAMPAIGN BUDGETS” http://www.ppchero.com/how-to-use-excel-solver-to-optimize-your-campaign-budgets/
  53. 53. TIME OUT! HOW DID YOU GET TO THAT POINT? @ecouch11
  54. 54. STEP BY STEP GET A CAMPAIGN REPORT FOR THE LAST 30 DAYS. MAKE SURE YOU INCLUDE AVG. CPC, COST, CONVERSIONS, AN D CONVERSION RATE. @ecouch11
  55. 55. STEP BY STEP ALSO INCLUDE THE LOST IMPRESSION SHARE DUE TO BUDGET COLUMN. FOR BOTH SEARCH AND DISPLAY. @ecouch11
  56. 56. THE REAL DEAL @ecouch11
  57. 57. STEP BY STEP FIND YOUR AVERAGE DAILY SPEND FOR EACH CAMPAIGN. “COST/30 DAYS” IN THIS CASE. @ecouch11
  58. 58. STEP BY STEP THEN, FIND YOUR MAXIMUM POSSIBLE DAILY SPEND FOR EACH CAMPAIGN. = AVERAGE DAILY SPEND (1 – LOST IMP. SHARE) @ecouch11
  59. 59. THE REAL-ER DEAL @ecouch11
  60. 60. STEP BY STEP UNSURPRISINGLY, OUR DISPLAY CAMPAIGNS HAVE A THEORETICAL SPEND CAP OF… @ecouch11
  61. 61. $TEXAS @ecouch11
  62. 62. FYI FOR THE RECORD, THAT IS A SATURDAY NIGHT LIVE “CELEBRITY JEOPARDY” JOKE. SAM OWEN DIDN’T GET IT. @ecouch11
  63. 63. STEP BY STEP NEXT, YOU ADD IN THREE SOLVER COLUMNS. SOLVED BUDGET SOLVED CLICKS SOLVED CONVERSIONS @ecouch11
  64. 64. HOW IT WORKS SOLVED BUDGET IS LEFT TOTALLY TO EXCEL SOLVER. @ecouch11
  65. 65. HOW IT WORKS SOLVER WILL TAKE OUR BUDGETS, AND USING OUR AVERAGE CPC, WILL FIND THE NEW CLICK TOTAL FOR EACH CAMPAIGN. THAT’S SOLVED CLICKS. (SOLVED BUDGET * AVERAGE CPC) @ecouch11
  66. 66. HOW IT WORKS USING SOLVED CLICKS, YOU THEN USE YOUR CONVERSION RATE TO FIND THE NEW CONVERSION TOTAL FOR EACH CAMPAIGN. THAT’S SOLVED CONVERSIONS. (SOLVED CLICKS * CONV. RATE) @ecouch11
  67. 67. THE REALEST OF DEALS @ecouch11
  68. 68. BEHIND THE CURTAIN @ecouch11
  69. 69. THE TAKEAWAY JUST BY REALLOCATING OUR SPEND, WE CAN GAIN AN AVERAGE OF 1.2 CONVERSIONS PER DAY. THAT PROJECTS TO 36 MORE CONVERSIONS A MONTH, A 17.6% INCREASE WITH NO OTHER CHANGE EXCEPT BUDGETS. @ecouch11
  70. 70. THE TAKEAWAY I’LL TAKE THAT ANY DAY. WOULDN’T YOU? @ecouch11
  71. 71. ONE MORE THING… PIVOT TABLES. @ecouch11
  72. 72. YOU THOUGHT I’D FORGOT C’MON, THIS IS AN EXCEL PRESENTATION. I HAD TO AT LEAST MENTION THEM. @ecouch11
  73. 73. EVERY DAY WE’RE PIVOTING THEY’RE THE MOST VERSATILE TOOL IN OUR TOOLBOX. HOW SO, YOU ASK? @ecouch11
  74. 74. REMEMBER THIS? @ecouch11 PIVOT TABLE.
  75. 75. AND THIS? @ecouch11 PIVOT TABLE.
  76. 76. AND THIS? @ecouch11 PIVOT TABLE.
  77. 77. AND THIS? @ecouch11 PIVOT TABLE.
  78. 78. THE TAKEAWAY USE THEM. SERIOUSLY. THEY’RE EVEN GETTING ADDED NATIVELY TO ADWORDS. @ecouch11
  79. 79. WRAP-UP CONDITIONAL FORMATTING VLOOKUP (& CONCATENATE) EXCEL SOLVER PIVOT TABLES @ecouch11
  80. 80. WHO ARE YOU? ERIC COUCH SENIOR PPC ACCOUNT MANAGER, HEAD OF TRAINING @HANAPIN MARKETING WRITER @ PPC HERO www.ppchero.com @ecouch11 @ecouch11
  81. 81. THANK YOU! @ecouch11

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