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Excel Secrets for Search Marketers

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This is just a teaser. I hope to share much more detail at a future search conference.

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Excel Secrets for Search Marketers

  1. 1. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. EXCEL SECRETS For Search Marketers
  2. 2. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 LEVELS OF MASTERY Formulas & Functions Keyboard Shortcuts Named Ranges Pivot Tables Macros & Automation
  3. 3. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. TOP 5 USE CASES (FROM SEARCH ENGINE JOURNAL) http://www.searchenginejournal.com/8-ways-excel-can-help-in-search-marketing-seo-ppc/23230/#ixzz1GmmjNFZA  Keyword Research  Keyword Mapping  Text Ad Creation  Bulk Management  Performance Reports 3
  4. 4. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. GENERAL GOLDEN RULES  Avoid  Manual Calculation  Raw Data Miexed with Final Results  Blank Cells in a Table  Merged Cells  Empty Text instead of Zeros  Nest 2 Lookups To Avoid #N/A!  Formatting Cells or Numbers as Text  Changing the Default Horizontal Alignment of Cells  Volatile Formulae like =Today()  Maintain  1 Worksheet For ALL Related RAW Data.  Classic Table Format For Related Data  PivotTables and/or Database Functions  True Dates & Times 4
  5. 5. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. EXCEL VERSIONS  2003  64k Rows  2003 to 2007 does not convert named ranges with formulas  (it does work going the other direction 2007 to 2003)  2007  1MM+ rows  Ribbon  Excel Client Publishing (does not work in 2003)  2010  Sparklines  Pivot Slicer (see other benefits online)  Paste Preview  2013  Power Map  Power View  Power Pivot 5
  6. 6. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. OPEN WITH EXCEL BY DEFAULT  .tsv (bulk uploads)  .tab (SAINT)  .csv (data extracts)  .fin (ftp confirmation) 6
  7. 7. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PLUG-INS & ADD-INS 7
  8. 8. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PLUG-INS  Excel Client  Pros  Familiar (just like Data Extracts)  Cheap  Cons  Less Flexible  Fading Tech Support  Report Builder  Pros  See benefits Report Builder training slides  Cons  Expensive  Vague “Invalid Criteria” Error  ASAP Utilities  Free  Powerful  Conditional Select!  (See others from old brownbag) 8
  9. 9. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. FORMULAS & FUNCTIONS 9
  10. 10. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. TOP 5 FUNCTIONS (FROM PPC HERO) 1) VLookUp 2) Find & Replace 3) Concatenate 4) Character Case 5) Conditional Formatting 10  =VLOOKUP(LookForThis,FindItHere,ThenMoveRight,WithExactMatc  Compare Dates  Connect Values  Identify Duplicates  True vs False  =INDEX(ColumnToStartFrom,MATCH(LookingFor, FoundIn, 0))  Advanced Options  Wildcards (*)  Whole Cell  Formulas vs. Values  Sheet vs. Workbook  =A2&B2  =CONCATENATE(A2,B2)  Unique Keys  =PROPER(A2)  =UPPER(A2)  =LOWER(A2)  Databars  Heat Maps  Icons  Highlights (Top, Bottom, Duplicates)
  11. 11. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SORT REPLACEMENT  Count, CountIf, CountA  The worst performing phrases of the top 100 traffic  Use a CountA function to see how many rows you have then subtract 10 to see the bottom  Large, Small, Rank  (Combined with countif in case there are duplicate values)  (also can multiply by a small fraction of the row number, but not preferred since it is harder to see what should be zero) 11
  12. 12. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PIVOT TABLE REPLACEMENT  Pivot Table Replacement - SUMPRODUCT double negative  If all these are true then return the matching value  SumIf on steroids 12
  13. 13. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ARRAY FORMULAS  Evaluate Individually Rather than as an Aggregate  Control Shift Enter  Curly Brackets 13
  14. 14. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PIVOT TABLES 14
  15. 15. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PIVOT TABLE ONLINE RESOURCES  http://www.cpearson.com/excel/pivots.htm  http://seo-kolkata.blogspot.com/2009/10/how-excel-pivot-tables-can-help-in-your.html  http://www.seomoz.org/blog/how-to-make-awesome-ranking-charts  http://www.searchmarketinggurus.com/search_marketing_gurus/2007/10/emetrics- beyond.html 15
  16. 16. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PIVOT TABLE USE CASE  Traditional Excel workbooks have2 dimensions - rows and columns.  Separate records by year (e.g. 2004data, 2003data, 2002data, etc.).  Transfer the values into separate sheets to get a 3rd dimension  Now make copies of the entire workbook and Separate by a Metric  Now you now have a 4th dimension  How can we tie data in one sheet or workbook to the rest of the data ?  A PIVOT TABLE!  Multi-dimensional database with any number of dimensions & queries 16
  17. 17. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PIVOT TABLE FEATURES  Automatically sort, count, and total the data stored in one table or spreadsheet  Create a second table displaying the summarized data  Set up the summary's structure by dragging and dropping fields graphically  This "rotation" or pivoting of the summary table gives the concept its name  Data is usually flat (only columns and rows)  A pivot table can help quickly summarize the flat data, giving it depth.  First ask "What am I looking for?"  For example "How many Units did we sell in each Region for every Ship Date?":  A pivot table usually consists of fields for:  Row (e.g. Ship Date)  Column (e.g. Region)  Data (e.g. Units)  These fields were dragged onto the pivot table from a list of available fields.  Pivot tables also allow several kinds of aggregations including:  Sum (seen in example above)  Average  Standard Deviation  Count  The example above found all distinct records for Region.  (North, South, East, West)  It also found all distinct records for Ship Date.  The first data point is 66 and is found by  Finding all records where both Region was East and Ship Date was 1/31/2005  Adding the Units of that collection of records together to get a final result. 17
  18. 18. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PIVOT TABLES DEMO  Drag the headers Who, Week and What into the ROW area  Drag the Amount header into the Data area.  (Leave the Column area blank for now.)  If the Amount tag does not show "Sum of Amount"  double-click it and choose the Sum option  Finally Excel asks if the table should be placed in a new worksheet. Click OK.  The new table looks very much like a sorted version of the original data list  except from the automatic subtotals  Now comes the cool stuff:  Grab the What header in the table and drag it all the way to the left  When you drop it here, the table re-sorts and re-sums  you have a table of beer costs by person instead  Now drag the Week header to the left and you have a weekly report.  Double-clicking the headers gives options of showing/hiding specific data  (like Empty and Beer, may come in handy)  and removing subtotaling for this column  Right-clicking gives other options, among them Hide and Show Detail for reading totals only.  Another pivot from the same list:  Select any item in the original data list  Choose the Pivot Table wizard again  Drag Who into the Row field,  Drag What into the Column field  Drag Amount into the Data field.  This table is very useful for graphing. 18
  19. 19. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SHORTCUTS Keyboard vs. Mouse 19
  20. 20. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. BASIC SHORTCUTS Repetitive Actions  Control + C  Copy  Control + V  Paste  Control + X  Cut 20 Text Formatting  Control + B  Bold  Control + I  Italics  Control + U  Underline Error Correction  Control + Z  Undo  Control + Y  Redo File Management  Control + F  Find  Control + P  Print  Control + F4  Close  Control + S  Save  F12  Save As
  21. 21. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. DATA SHORTCUTS  Alt + A + …  S = Sort  T = filTer  M = reMove duplicates  E = tExt to columns  Alt+E+A+A  Clear everything (including formatting) instead of just deleting the value  Alt+Enter  Move text to the next line within the same cell  F2  Edit the current formula (instead of overwriting the value) 21
  22. 22. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. NAVIGATION SHORTCUTS  Control + A  Select All  Control + Arrow  Jump to end  Shift + Arrow  Extend Selection  Control + Click  Select Multiple  Shift + Click  Select Range  Control + PageUp/PageDown  Change Sheets  Control + Minus  Completely remove instead of just delete 22
  23. 23. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. NAMED RANGES Dynamic Cell References 23
  24. 24. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. NAMED RANGES  Named Range Manager  Control + F3  Dynamic Charting  Offset (move / shrink / stretch)  Count (the amount of visible data)  Simplified Formulas  RevenueRange / Cost Range  Instead of A32:A56432 / B32:B56432 24
  25. 25. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. AUTOMATION VBA Macros 25
  26. 26. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. MACROS / VBA  Alt + F11  Record  Cleanup  Comment Code  Help Online  Add Images as Buttons 26
  27. 27. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. EXAMPLES Combining Mastery Principles in Real Life 27
  28. 28. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. WHAT HAS CHANGED (CREATE A BUNCH OF OTHER SLIDES WITH SPECIFIC USE CASES LIKE THIS)  Percentage Change  (new / old) – 1  Hide columns to avoid distraction  Create dropdown  For each metric  Make tables dynamic  Use direct formula  Combined with lookup formula (based on drop down)  Combined with large/small formulas 28

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