The document discusses various techniques for organizing and analyzing Google Ads data using pivot tables, counts, and the IF function. It provides step-by-step explanations for consolidating search term lists, identifying top performing keywords, and insights on costs and efforts. The techniques allow advertisers to better understand their account performance and make strategic optimizations.

1. Susan Wenograd
Twitter: @SusanEDub
@SusanEDub #HeroConf 1

2. About me
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3. Heroic Act: Using Pivot Tables
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4. Here’s where you find out
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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. Here’s how you get it
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6. We’re on our way…
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7. Whoa. Lots of stuff.
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8. Look at you, all organized.
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9. Heroic Act: Using “Count”
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10. Ad quantity by Ad Group
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11. Oops. Time to write some ads.
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12. Keyword volume by Ad Group
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(The agency was terminated.)

13. Heroic Act: Using “If”
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14. Paid & Organic Report
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15. What it looks like
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16. Time to do some replacing
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Delete “Ad Shown Only”
instances
Add a new column:
“Organic Stronger”

17. Using the “If” Function
Admission: Horrible memory for formatting formulas correctly
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18. Now it looks like this
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19. Insights: Cost Comfort
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20. Insights: Effort Focus
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21. You’re a hero to clients & SEOs alike
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22. Heroic Act: Using Text to Columns
& Removing Duplicates
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23. Sweep the leg(s), Johnny.
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1. Negative keyword
patterns
1. Content cues

24. Text-to-wha?
Export search terms.
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25. Go through the prompts
“Delimited”
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“Space”

26. It looks worse before it looks
better…
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27. Consolidate terms to one column
• “Remove Duplicates” on each column
• Copy keywords in each column to bottom
of Column A.
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28. You’ll have one list of Keywords
now
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29. One list, many insights
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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. Closing Advice
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Thank You!