Building Excel Tools - Utah DMC 2018 - Amy Bishop

@hoffman8
DIY ExcelTools
Amy Bishop, Cultivative

@hoffman8
QuickAboutMe
• Owner, Cultivative
• 9Years in the Industry
• Love a good joke
• Tweet at me: @hoffman8

@hoffman8
AGENDA
Building Tools
Using Add-
Ins
Automating
With Macros
Ways to
SpendYour
SpareTime

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Knowing A Formula Building a Tool
ExcelToolsatYourFingerTips

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ExcelToolsatYourFingerTips
Keyword
Health
SQR
Analysis
Keyword
Expansion
Excel Plugins

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KeywordHealthAtaGlance

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KeywordHealthDashboard

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StartWithASimpleKeywordReport

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Simple CountIF formula
=COUNTIF('Keyword Report’!Q:Q,"<5")
Translation=CountIF(Column Containing QS, If Less than 5)

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Simple CountIF formula
=COUNTIF('Keyword Report’!L:L,">3")
Translation=CountIF(Column Containing Position, If Greater than 3)

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Simple Average Using the Sum of Clicks / Sum of Impressions

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Simple Average Using the Sum of Cost / Sum of Conversions

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Simple SUMIF Function
=SUMIF('Keyword Report'!N:N,0,'Keyword Report'!M:M)
Translation: SUMIF(Check Conversion Column, If Cell Contains 0, Sum Cost)

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COUNTIF Function
=COUNTIF('Keyword Report'!N:N,0)
Translation: COUNTIF(Conversion Column, If Cell Contains 0)

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COUNTIF Function
=COUNTIF('Keyword Report'!J:J,"<"&Sheet1!J5)
Translation: COUNTIF(CTR Column, If Cell Is Less Than The AVG CTR Cell)

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COUNTIF Function
=COUNTIF('Keyword Report'!P:P,”>"&N5)
Translation: COUNTIF(CTR Column, If Cell Is Greater Than The AVG CPA Cell)

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Rinse&Reuse
Simply drop new keyword
sheets into the data tab,
update your pivot tables and
the dashboard will update!

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There is a search term script!

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But it auto-adds keywords and negatives.

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Use conditional statements to dissect search
term reports.

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ConditionalStatementsForSearchTermReports

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The first conditional column contains an If/Or statement to check if either word is present

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The first conditional column contains an If/Or statement to check if either word is present
=IF(OR(ISNUMBER(SEARCH("southawk",$A2)),ISNUMBER(SEARCH(”karington",$A2))),"yes","no")

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The second conditional column contains an AND statement to check if both texts are present
=IF(AND(ISNUMBER(SEARCH("nurs",$A2)),ISNUMBER(SEARCH("school",$A2))),"yes","no")

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The fourth conditional column just looks for one term.
=IF(ISNUMBER(SEARCH("BSN",A2)),"yes","no")

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The fifth conditional column checks if the number of conversions is greater than 0.
=IF((B2>0),"yes","no")

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SortPotentialNegativesfromPotentialKeywords
The last column looks to see if any of the previous columns contain the word ‘yes’,
which would indicate relevance.
=IF((COUNTIF(C2:G2,"yes")>0),"potential keyword","possible negative")

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There’sNoReplacementFor
ManualReview

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P.S.Here’stheGoogleSheetWiththeFormulas
http://bit.ly/2M3Chzc
P.P.S. can also be used to help segment terms into silos.

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KeywordAmplifierTool

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KeywordExpansion
Input keywords and modifiers Simple series of concatenate formulas with one column per root keyword

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KeywordExpansion
Highlighted all keyword outputs
and added a name.

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KeywordExpansion
Use an index match formula to lookup
the range of cells we just named & to
pull them into a single column.

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KeywordExpansion
Use a simple concatenate function to create
Exact and Phrase match columns.
Tip: use Char(34)for concatenating quotation
marks.
Example:
=CONCATENATE(CHAR(34),TRIM(A2),CHAR(34))

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KeywordExpansion
For modified broad, use concatenate and the substitute function to place + signs.
.
=CONCATENATE("+",SUBSTITUTE(TRIM(A3)," "," +"))

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KeywordExpansion
Optional Next Steps:
1. Repeat the process of defining a name for the array & using an index formula to
pull all of the data into a single column.
2. Can use the tool we covered in the last section to group by themes for ad groups
and campaigns

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CreatingaURLBuilder
PopulateVariables ScrubTheVariables
Build Formula Finalize the URL
Create a Section to populate
variables:Campaign, ad group,
URL, Source, Medium
Use the substitute function to
remove spaces from variables.
Use concatenate to build the final
URL
Putting itTo Use!

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Haven’tTriedAdd-Ins?

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PeopleGraphsAdd-In
Infographic-like Chart
Visuals

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PeopleGraph:ProfessionalVisualizations
Con: very, very limited
Pro: very, very easy

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PowerMapsAdd-In
Visualize Geographic
Data

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PowerMaps
The result: a map of total value by geography.

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BingAdsIntelligence
SuperchargeYour Efforts with
Bing Ads’ Excel Add-In

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BingAdsIntelligence
So many options!

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WhyNotJustUseInterfaceTools?

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ExcelSolver
Solve for aValue in OrderTo
Maximize Another

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ExcelSolver:OptimalBudgets
You’re facing every marketer’s worst nightmare…. budget cuts.
You now have only $2,500,000 but you still need to get as close as you can to these
performance results.

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Go to Tools > add-ins, choose solver, then ‘OK’

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ExcelSolver:SetUpParameters
Cell to try to improve
Cell(s) to change in order to improve target cell
Constraints (rules that must be followed)
Goal

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ExcelSolver:SetUpParameters
Cell to try to improve (ROAS in this case)
Cell(s) to change in order to improve target cell
(monthly budgets)
Constraints (rules that must be followed)
• Each month must have at least $150k budget
• No month should have more than $225k budget
• Nov & Dec cannot have more than $190k
• Total budget must be less than $2.5mil
Goal (Max ROAS)

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We wind up with a much better ROAS but we are quite a bit under-budget and we lose
$2mil in profit.

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We wind up with a much better ROAS but we are quite a bit under-budget and we lose
$2mil in profit.
Let’s try again.

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This time maxing revenue instead of ROAS but with the same constraints.

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ExcelSolver:Learnings
1. Excel solver is great for complex decisions using logic.
2. Test a few different scenarios.
3. Start with some constraints, then test and add more
constraints as needed.

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ExcelSolver:OptimalCPA
At some point, capping CPA
also caps volume.
If CPA increases could also lead
to volume increases, use Excel
Solver to determine the CPA to
bring in max profit.
After:
Before:

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GoogleAnalytics
Google Analytics Reports for
Google Sheets

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GoogleAnalyticsAdd-On
Easily grab reports from Google Analytics.

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Automate RoutineTasks

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Quick Poll
How many people use
macros?

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Actual
footage
of me

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SetUpAMacro
Step 1: Begin Recording Macro
Step 2: Name the Macro

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SavingAMacro
To Save the Macro
in this File Only
Store the macro in this
workbook & Save the file as
.XLSM
To Save this Macro for
Use in Multiple Files
Store the MACRO in your
personal workbook

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SetUpAMacro
Step 3: Take Whatever Steps
You Normally Would To Set Up
Your Spreadsheet

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SetUpAMacro
Step 4: Stop Recording

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Use Subtotals To Find Query Mapping
Issues!
Search Engine Land: Why Query Mapping Matters

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SubtotalsforSearchQueries

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PA
GE
74
SubtotalsforSearchQueries

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SortByTheAdGroupSubtotal
Before After

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Clickthe3ToExpandYourData

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QuicklyIdentifyTroubleAreas

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6 Steps – But If You Create a Macro It Will Be Automated
For Future Use!

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Takeaway
If there’s a task you arerepeatedly executing, find a way to automate it:
• Build Tools from Formulas
• Use Add-Ins
• Build Tools with Macros

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Things to
Do inYour
Spare
Time
WhenILearnaNewExcelTrick

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SpendMoreTimeOnYouTube
(And tweet me the videos worth watching!)

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Go to More Conferences!

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Thank You!
Appendix Contains:
• Formula How-To’s
• 50+ Plug-ins to check out
• Power Maps Tutorial
• URL Builder Tutorial
• URL Builder Google Sheets Link

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CONTACT INFO
Tel: 765.404.1044
Web: www.cultivativemarketing.com
@hoffman8
amy@cultivativemarketing.com
Let’s Talk Shop!

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MyFavoriteExcelFeatures
Tweet me your faves @hoffman8!

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How-To’s
• Handy Excel Formulas & Features That You Should Know (shortcuts,
concatenate, vlookup, substitute, text-to-columns, character counts,
conditional formatting and character counts)
• Using IF Formulas
• CountIf Formula
• How to Run a Macro
• Pivot Tables!
• 5 Blog Posts to Expand Your Excel Expertise
• Analyze competitors with Excel

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Learning Resources
• Excel Blog
• YouTube: Excel is Fun
• YouTube: Excel TV
• AimClear: Deep in The Sheets
• 50 (mostly) Free Excel Add-Ins

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HowtoBuildaURLBuilders

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CreatingaURLBuilder
 Build custom URL parameters at the ad or keyword level
 Great for channels that don’t have a separate tracking
templates and/or auto-tagging
 Can also be used to build tracking templates

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CreatingaURLBuilder
PopulateVariables ScrubTheVariables
Build Formula Finalize the URL
Create a Section to populate
variables:Campaign, ad group,
URL, Source, Medium
Create fields to remove spaces
from variables.
Build a formula to combine variables
and parameters
Putting itTo Use!
PuttingTogether a URL Builder

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Populate theVariables
Create columns for your variables and fill in the columns accordingly.
CreatingaURLBuilder

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Scrub theVariables
Using a simple substitute function, we can tell excel to replace all spaces in the campaign &
ad group names with plus signs.
=Substitute(text, old text, new text)
Content to update Part to replace Replace with
CreatingaURLBuilder

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BuildThe Formula
It’s time to pull it all of our resources together.
CreatingaURLBuilder

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Build the Formula
So We’ll Use a Fairly Simple, Albeit a Little Long, Concatenate Formula to Pull it All
Together.
=SUBSTITUTE(CONCATENATE(F5,"&utm_source=",A5,"&utm_medium=",B5,
”&utm_campaign=",C5,"&utm_content=",D5,"&",E5)," ","+")
Replace
With +
Replace
spaces
Scrub &
Replace
spaces
Check within these parentheses for
spaces to replace
Concatenate URL parameters & the
contents of the variable cells
CreatingaURLBuilder

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PowerMapsAdd-In
How toVisualize
Geographic Data
Note: this tool is not available for Macs. (sigh.)

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PowerMaps
Step 1: Add Geographic Data & Format as an Excel table
Tip: I added a “value” column based upon the lead value and volume minus cost.

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PowerMaps
Step 2: Select The Data and Click “Map” > “Launch Power Map” > on the “Insert” tab.

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Power Maps
Step 3: Choose the
Metrics to Map along
with your chart type.
ChartTypes

Building Excel Tools - Utah DMC 2018 - Amy Bishop

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