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HeroConf 2015 Excel(lence) in PPC

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The slidedeck for my presentation at HeroConf 2015 in Portland. In this presentation I go over the various formulas in Excel that I use in managing PPC accounts and making things as efficient as possible.

As one of the slides state: 'One does not simply study Excel', this presentation serves the purpose of inspiring people by showing the possiblities and options Excel has to offer (in general and to those in PPC).

Ultimate goal would be to have everyone who looked at Excel as 'a problem' to see it as 'the solution to some problems'.

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HeroConf 2015 Excel(lence) in PPC

  1. 1. Lauryan Feijen | @LauryanF Online Advertising Strategist | iProspect Excel(lent) in PPC
  2. 2. • Dutch • PPC since 2009 • Online Advertising Strategist • Excel & PPC automation nerd • Music lover & musician • Husband & dad
  3. 3. Excel, a solution to many problems
  4. 4. =LEN(A1) Returns amount of characters of A1 =TRIM(A1) Removes unnecessary spaces in A1 =LOWER(A1) Transforms text to lowercase
  5. 5. =SUBSTITUTE(A1;”old text”;”new text”) Replaces “old text” in A1 with “new text” =LEFT(A1;# characters), RIGHT(A1;# characters) Returns # characters from LEFT or RIGHT in A1 =CONCATENATE(A1;B1) Puts contents of cell A1 and B1 after each other Bonus =A1&B1 leads to the same result
  6. 6. =IF(this is true;then this;otherwise this) =SUMIFS(what to sum;sum if this;contains this) =VLOOKUP(look for this;in this table;get data from column #;broad match?) =IFERROR(your formula here;show this if error)
  7. 7. Ctrl + arrow Move cursor to end of data Shift Highlights cell Shift + Ctrl + arrowHighlights to end of data Ctrl + A Highlights full section F2 Edit current cell
  8. 8. Use filters to quickly categorize the keyword list Create campaign & adgroup names based on categories using formulas. (Ctrl + Shift + L) Basic =F2&” – “&G2&” – “&H2&” – Exact” Better looking =PROPER(F2&” – “&G2&” – “&H2&” – Exact”) Advanced =PROPER(F2&IF(G2="";"";" - "&G2&IF(H2="";"";" - "&H2))&" - Exact")
  9. 9. Use filters to quickly categorize the keyword list Create campaign & adgroup names based on categories using formulas. Keep volume data: create a pivot table to get an estimate of volume (or cost) per campaign or adgroup. Search Volume Accountant - Exact 1,180 Accountant - Exact 1,010 Accountant - Software - Exact 100 Accountant - Courses - Exact 70 Accounting - Exact 11,630 Accounting - Exact 6,710 Accounting - Software - Exact 3,520 Accounting - Program - Exact 570 Accounting - Courses - Exact 400 Accounting - System - Exact 340 Accounting - Classes - Exact 90 Bookkeeper - Exact 990 Bookkeeper - Exact 950 Bookkeeper - Software - Exact 20 Bookkeeper - Courses - Exact 20 Bookkeeping - Exact 5,630 Bookkeeping - Exact 4,490 Bookkeeping - Software - Exact 820 Bookkeeping - Classes - Exact 90 Bookkeeping - Courses - Exact 80 Bookkeeping - Program - Exact 80 Bookkeeping - System - Exact 70 (blank) 435,090
  10. 10. Date Every day is a number in Excel 1 = January 1st 1900 2 = January 2nd 1900 And so on.. Time Every hour is 1/24 1,5 = January 1st 1900 12:00
  11. 11. A1 = April 27, 2015 =YEAR(A1) =MONTH(A1) =WEEKDAY(A1;2) Weeks start on Sunday in Excel. Use ;2 to start counting from Monday =EOMONTH(A1;0) Will show last day in current month. Increase ;0 for future months
  12. 12. A1 = April 27, 2015 =TEXT(A1;”formatting goes here”) “mm” two digit month 04 “mmm” month abbreviation Apr “mmmm” month fully written out April “yy” two digit year 15 “yyyy” four digit year 2015 “ddd” weekday abbreviation Mon “dddd” weekday written out Monday
  13. 13. Garbage in is garbage out Clean up your data Easy copy / paste of new data: First columns contain your data, Last columns contain report data
  14. 14. Campaign type segmentation in data Use good naming convention and MID() formula Use VLOOKUP() in combination with Taxonomy sheet Use IF(ISNUMBER(SEARCH(..))) to identify campaign types
  15. 15. Pivot tables are an easy way to quickly segment data Use Pivot tables & Slicers to allow for dynamic reports
  16. 16. SUMIFS() can also be used to generate dashboards that will automatically update Slightly more time in setting up, but less work in maintaining & better looking
  17. 17. Monthly forecast Result MtD + (Last7Days / 7 x DaysLeftInMonth) Full year forecast Result YtD + (Last4Weeks / 4 x WeeksLeft)
  18. 18. Reality check (Target – RealisationToDate) / (52 – CurrentWeek) = What do we have to realize every week from now to perform on target. Bonus: add conditional formatting
  19. 19. Display Network Google search Search partners Grand Total January Revenue 22,625.97$ 606,472.95$ 20,585.41$ 649,684.33$ Cost 3,739.52$ 57,570.31$ 2,212.06$ 63,521.89$ February Revenue 22,321.40$ 339,132.34$ 9,026.59$ 370,480.33$ Cost 5,177.74$ 34,149.41$ 1,042.07$ 40,369.22$ March Revenue 2,426.08$ 339,703.90$ 10,446.59$ 352,576.57$ Cost 1,735.73$ 36,996.23$ 1,217.99$ 39,949.95$ April Revenue 1,732.27$ 122,752.62$ 3,877.96$ 128,362.85$ Cost 49.57$ 12,796.99$ 534.97$ 13,381.53$ Total Revenue 49,105.72$ 1,408,061.81$ 43,936.55$ 1,501,104.08$ Total Cost 10,702.56$ 141,512.94$ 5,007.09$ 157,222.59$ Revenue Cost Display Network 49,105.72$ 10,702.56$ January 22,625.97$ 3,739.52$ February 22,321.40$ 5,177.74$ March 2,426.08$ 1,735.73$ April 1,732.27$ 49.57$ Google search 1,408,061.81$ 141,512.94$ January 606,472.95$ 57,570.31$ February 339,132.34$ 34,149.41$ March 339,703.90$ 36,996.23$ April 122,752.62$ 12,796.99$ Search partners 43,936.55$ 5,007.09$ January 20,585.41$ 2,212.06$ February 9,026.59$ 1,042.07$ March 10,446.59$ 1,217.99$ April 3,877.96$ 534.97$ Grand Total 1,501,104.08$ 157,222.59$ Revenue Cost January 649,684.33$ 63,521.89$ Display Network 22,625.97$ 3,739.52$ Google search 606,472.95$ 57,570.31$ Search partners 20,585.41$ 2,212.06$ February 370,480.33$ 40,369.22$ Display Network 22,321.40$ 5,177.74$ Google search 339,132.34$ 34,149.41$ Search partners 9,026.59$ 1,042.07$ March 352,576.57$ 39,949.95$ Display Network 2,426.08$ 1,735.73$ Google search 339,703.90$ 36,996.23$ Search partners 10,446.59$ 1,217.99$ April 128,362.85$ 13,381.53$ Display Network 1,732.27$ 49.57$ Google search 122,752.62$ 12,796.99$ Search partners 3,877.96$ 534.97$ Grand Total 1,501,104.08$ 157,222.59$ Display Network Google search Search partners Total Revenue Total Cost Revenue Cost Revenue Cost Revenue Cost January 22,625.97$ 3,739.52$ 606,472.95$ 57,570.31$ 20,585.41$ 2,212.06$ 649,684.33$ 63,521.89$ February 22,321.40$ 5,177.74$ 339,132.34$ 34,149.41$ 9,026.59$ 1,042.07$ 370,480.33$ 40,369.22$ March 2,426.08$ 1,735.73$ 339,703.90$ 36,996.23$ 10,446.59$ 1,217.99$ 352,576.57$ 39,949.95$ April 1,732.27$ 49.57$ 122,752.62$ 12,796.99$ 3,877.96$ 534.97$ 128,362.85$ 13,381.53$ Grand Total 49,105.72$ 10,702.56$ 1,408,061.81$ 141,512.94$ 43,936.55$ 5,007.09$ 1,501,104.08$ 157,222.59$ Pivot table madness Same data, different presentation Mix & match with Rows & Columns 1 2 3 4
  20. 20. =PROPER(IFERROR(IF(NOW()>Session End;”Thank you for your time”; ”Continue”); ”Pretend nothing happened”))
  21. 21. Lauryan Feijen | @LauryanF Online Advertising Strategist | iProspect

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