The document is a summary of a webinar hosted by Alaina Thompson and Lara Lowery discussing strategies for optimizing automated bidding using Excel. Key topics include using nested IF functions and lookup functions to prioritize brands and automate bidding based on performance metrics like CPA and impression share. Participants were encouraged to engage through social media and a Q&A session.

1. 1
www.dublindesign.com
How to Beat Automated
Bidding with Excel
HOSTED BY:

2. Presenters
• Alaina Thompson
– Account Manager
– PPC Hero Blogger
– @AlainaPThompson
• Lara Lowery
– Account Manager
– PPC Hero Blogger

3. – Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
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4. Our Clients

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

6. 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

7. #thinkppc
How To Use Nested If
Functions To Manage Brand
Priorities

8. Prioritize
● So many brands, so little space - which will win?

9. Prioritize
● Give each brand a priority in each geo

10. Prioritize
● Count each brand in each geo

11. Prioritize
● Use priority and count to figure out bid increases

12. Prioritize
If Functions:
=IF(logical_test,[value if true],[value if false])
Logical_test = a logical expression that can be evaluated as TRUE or
FALSE
Value_if_true = value to return when logical_test evaluates to TRUE
Value_if_false = value to return when logical_test evaluates to FALSE

13. Prioritize
● Focus on the first IF statement
=IF(BRAND CELL=””,”NA”,

14. Prioritize
● Second IF statement
=IF(BRANDCELL=””,”NA”,IF(COUNTCELL=BRANDCELL,0

15. Prioritize
● Third IF statement
=IF(BRANDCELL=””,”NA”,IF(COUNTCELL=BRANDCELL,0,IF(COUNTCELL-BRANDCELL=1,.01
2-1

16. Prioritize
● By using the count, write nested ‘if’ functions to calculate bids
=IF(brand=””,”NA”,if(count=brand,0,if(count-brand=1,0.1,if(count-brand=2,0.2,if(count-brand=3,.03)))))

17. Prioritize
● Bids for all markets that allow for more control within the auction

18. Prioritize
● Click into a brand’s campaign to go to settings and locations
BRAND 1

19. Prioritize
● Set bid adjustments per brand per location

20. #thinkppc
How To Use LookUp
Functions to Automate
Bidding

21. Create A Bid Table
EXAMPLE:
Client is in Law - High cpcs, Limited audience
PPC Goals: Profitable Leads + Visibility to a Limited Audience
● Determine Your Account Goals

22. Create A Bid Table
● Determine TWO keyword-level metrics that drive
the account towards the goals
EXAMPLE:
Client is in Law - High cpcs, Limited audience
PPC Goals: Profitable Leads + Visibility to a Limited Audience
Keyword-Level Metrics - CPA (profitable leads) and
Impression Share (visibility to a limited audience)

23. Create A Bid Table
● Create a bid table based on the metrics

24. Create A Bid Table
● Determine keyword-level bid changes that are
needed for each intersection of the metrics

25. Use an Index Function w/ the
Table
● The Index function uses two coordinates to return the
cell value at the intersection of those coordinates

26. The Index Function:
=INDEX(Array, Row Number, Column Number)
Array = Table of Data
Row Number = Coordinate #1
Column Number = Coordinate #2
Use an Index Function w/ the
Table

27. Column # 4 of Bid Table
Row # 7 of
Bid Table
Use an Index Function w/ the
Table

28. Use an Index Function w/ the
Table

29. Use MATCH Function to Make INDEX dynamic

30. Use MATCH Function to Make INDEX
dynamic
The Match Function: Finds the position of a value
within ONE row or column
=MATCH(LookUp_Value, LookUp_Array, [Match_Type])
LookUp_Value = Value You’re Looking For
LookUp_Array = The single Row OR Column where you’re
looking for that LookUp_Value

31. Use MATCH Function to Make INDEX
dynamic
The Match Function:
=MATCH(LookUp_Value, LookUp_Array,
[Match_Type])

32. Use MATCH Function to Make INDEX
dynamic

33. Use MATCH Function to Make INDEX
dynamic

34. 100
26%

35. Offers!
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B. No, thanks.

36. Live Q&A Time!

37. #thinkppc
Thank you for attending our webinar!
#thinkppc
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