From Click Consult's Benchmark Search Conference 2017, The Bridgewater Hall, 21st September. Presented by Anu Adegbola, Paid Performance Manager, Zoopla.

1. Anu Adegbola
Paid Performance Manager
Excel Formulas a PPC Professional can’t
live without
@ansicles

2. @ansicles
About Me

3. This was me – the little
girl playing with Dad’s
laptop to create tables
& graphs
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4. What can a PPC
pro use Excel for?

5. Campaign
Creation
Budget
Modelling
Reporting
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Competitor
Tracking
Ad
Scheduling

6. Campaign
Creation
Reporting
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7. Campaign Creation
Questions to Ask?

8.  What are your high intent keywords? How
many are there?
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9.  How can you make ad copy as relevant as
possible?
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 What is the overall structure

11. Campaign Creation
Keywords

12.  =Concatenate(A1&A2&B2&C2&D2&A1) – for
keywords + match typing
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13.  =SUBSTITUTE – for BMM’s
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14. Campaign Creation
Ad Copy

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 =Proper – start every word with a capital

16.  =Concatenate()
 =TRIM() – cut out extra spaces
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 =LEN – make sure that you are working within
character limit

18. Reporting
Questions to ask

19.  Who is it for?
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 How often is it done?

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 How large is the account?

22. Reporting
Case Study

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24.  What is in this report? - everything!
 Putting something like this can be time consuming
– but once the template is set…you’re laughing
 Easter Egg 1 – SEOTools extension – gives you extra
formulas to use (http://seotoolsforexcel.com/)
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25. Formulas
 TEXT
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26. Formulas
 SUMIFS
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27. Formulas
 SEARCH
 ISNUMBER
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28. Formulas
 RegexpFind
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29. Formulas
 Index Match
 IFERROR
 Proper
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30. Extra Tips

31. 1. Lean up your file
 Save on file size – save all formulas used on a tab; call on it when needed, then copy 
paste + values
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32. 2. Easter Egg 2
 ASAP Utilities (http://www.asap-utilities.com/download-asap-utilities.php
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33.  Change text/date/numbers/any characters etc.
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2. ASAP Utilities

34. 2. ASAP Utilities
 Implement formulas (text, proper, remove
characters etc.)
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35. Formulas can be used for several
stages of PPC account
management
Don’t be afraid of nesting
Extensions can be your bff
Key
Takeaways
.
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36. Thanks
Thank You!
Questions?
https://www.linkedin.com/in/anuadeola