The document outlines key Excel tools for improving PPC account management, including quick keyword generation, calendar reporting for budget projections, and significance testing for ad copy. Each tool is designed to enhance efficiency and accuracy in PPC campaigns, with benefits such as easy setup and improved error reduction. The webinar encourages interaction through polls and Q&A, emphasizing the importance of leveraging Excel in digital marketing strategies.

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&HOSTED BY:
11
EXCEL TRICKS
TO IMPROVE
YOUR
PPC LIFE

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Presenters
• Oliver Eldredge
– Director of Internal Learning & Development
at 3Q Digital
– @3QDigital
• Jacob Brown
– Account Manager at Hanapin Marketing
– Blogger on PPC Hero
– @jakebrownppc

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Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.

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Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.

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#1: Quick Keyword Tool
Quick Keyword Tool in Excel
The Quick Keyword Tool is for after your keyword research is finished,
and you have a good idea as to what you want your keywords to contain,
but want an easier way to come up with a list.
Key Benefits:
o Quick setup in Excel (use one formula)
o Very easy to use (just type up your list of categories and modifiers)

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#1: Quick Keyword Tool
=IF(ROW(B1)>COUNTA(B:B)*COUNTA(D:D),"",LOWER(INDEX(B:B,IF(MOD(
ROW(B1),COUNTA(D:D))=0,ROW(B1)/COUNTA(D:D),INT(ROW(B1)/COUNT
A(D:D))+1)))&"
"&LOWER(INDEX(D:D,IF(MOD(ROW(B1),COUNTA(D:D))=0,COUNTA(D:D),
MOD(ROW(D1),COUNTA(D:D))))
Cell F1 Formula:
Drag formula down
entire F row and
continue adding
“Categories” and
“Modifiers”

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#2: Calendar Reporting
The Calendar Reporting tool is a very simple idea for people who see
completely different spend depending on day of week. Once the first
seven days of the month are through, the calendar tool allows you to
make budget projections based off of spend per DOW for the month.
Key Benefits:
o Easy setup in Excel
o Very easy-to-understand idea for budgeting
o Helps with budgeting as the month continues and takes into account what day of
the week the month ends with, etc.

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#2: Calendar Reporting
Setup:
Result:

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#3: Significance Ad Copy Testing
Finding Ad Copy Significance Levels Through Excel
The Significance Ad Copy Testing tool in Excel is a simple-to-use tool to
judge when one set of ad copy has significantly outperformed the other,
to know when you can move onto the next test.
Key Benefits:
o Free setup for ad copy testing!
o Can work for ad copy testing across multiple ad groups & campaigns w/ Labels and
Pivot Tables
o Can be used with any goal you have with your ad copy, from CTR to Revenue per
Impression

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#3: Significance Ad Copy Testing

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#4: Consecutive Vlookups
Key Benefits:
o Instructive examples of absolute references and nested formulas
o Increased accuracy and small time savings

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#4: Consecutive Vlookups

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#4: Consecutive Vlookups

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#5: Proofreading in Excel
Key Benefits:
o Accurate proofreading
o Reduction in errors and unwanted results when editing reports

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#5: Proofreading in Excel

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#6: Dynamic Ranges
Key Benefits:
o Enables automation of graphs
o Instructive example of using formulas within Excel functions (also possible with
conditional formatting)

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#6: Dynamic Ranges - Offset Formula

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#6: Dynamic Ranges - Count Formula

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Live Poll Question #3
How do you currently view Excel?
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a) It’s evil…but necessary
b) Full of potential I don’t yet know how to use
c) An awesomely powerful tool
d) Awesomely powerful, yet still very evil
e) I don’t use Excel at all

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#7: Account Build Outs
Account Structure and Reporting in Excel
PPC Account Structuring and Campaign Building in Excel
Account Build-Out Excel sheets are extremely helpful for ease of account
structuring, ease of adding keywords, and account organization.
Key Benefits:
o All campaigns come in with the same naming structure
o Ease of implementation.
o Account Structure and Reporting is very easy if you utilize one of these sheets for
all your build outs

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#7: Account Build Outs

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#7: Account Build Outs

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#8: Bid Change Sheet (CPL)
Automate and Manually Change Bids with Excel
This sheet is focused around CPL goals, and gives suggested bid changes
and projected results.
Key Benefits:
o Saves time each week by combining automation and manual bid changes
o Not completely automated, so you have more say in your bid changes
o Essentially becomes free automation that you can oversee; you just have to copy and
paste the results into the Editor and launch the changes

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#8: Bid Change Sheet (CPL)

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#8: Bid Change Sheet (CPL)

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#8: Bid Change Sheet (CPL)

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#9: Bid Change Sheet (ROAS)

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#10: Auto-Updating Graphs
Key Benefits:
o Significant time savings when used in recurring reports
o Automation with increased accuracy

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#10: Auto-Updating Graphs

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#10: Auto-Updating Graphs

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#11: Adding a Scrollbar to a Graph

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#11: Adding a Scrollbar to a Graph

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#11: Adding a Scrollbar to a Graph

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#11: Adding a Scrollbar to a Graph
Key Benefits:
o Cosmetic enhancement
o Works well with drop-downs to control the individual metrics

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Live Q&A Time!

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Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
3Q Digital Feedback: hillary@3qdigital.com