[Fix These 5 Common Excel Issues To Achieve Pro Status] Excel, while a fabulous tool for PPC, is not without its occasional hang-ups – as PPC thought-leaders, who would we be if we didn’t address them? In this live webinar, Account Analyst Rachael Law will ease your mind with solutions to all the common Excel issues, so that you too can be a pro. [Excel Your Search Query Reports With These Must-Have Tips] Search query reports are a fact of life in paid search. No matter how great your keywords are, there will always be queries that, for better or worse, don’t quite match your target. Although it’s a crucial part of account success, the web interfaces leave much to be desired. Choosing queries one by one and setting them as negative or adding them as keywords is inefficient and leaves you with a poor view of the situation. Join Hanapin’s Account Manager Alaina Thompson as she teaches you techniques to not only save time, but get more out of your SQRs in the process. [Discover More Accurate Projections With Excel Data Tables] We’ve all been in a situation where we needed to see the results of an equation based on a range of values. Maybe it was “what if we spent X amount or Y amount” or “what are the potential impacts of another ad test?” However, calculating by hand is slow and cumbersome. Thankfully, data tables allow you to quickly compare values and run calculations multiple times. In this live webinar, Senior Account Analyst Jacob Fairclough will teach you how data tables can save you time and sanity when making projections.

1. Fix These 5 Common
Excel Issues to
Achieve Pro Status

2. Rachael Law
– Senior Account Analyst at Hanapin
Marketing
– PPC Hero Blogger
– @Law_Rachael
#thinkppc

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

4. Who is Hanapin?
– 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.
#thinkppc

5. Our Clients
#thinkppc

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
#thinkppc

7. Common Excel Errors

8. The Error The Meaning The Fix
#NAME? Excel doesn’t recognize text in a formula
Ensure your formulas are typed correctly, and that
any text is enclosed in quotation marks
#VALUE!
Your formula has the wrong type of argument (i.e., a mix of
text and numeric fields)
Use functions instead of operators & check that
you’re referencing the correct cells
#DIV/0! You tried to divide by zero, oops! This isn’t possible! Insert the IFError function before your formula
#REF! A cell that the formula is referring to is not valid Adjust the formula
#N/A The formula did not find a matching value
This is common in VLOOKUP functions. Either there
is no matching value, or something is up with your
formula (likely if all VLOOKUPs return #N/A)

9. VLookup
Make sure you are
selecting the entire table! The column that contains
the value that you want
the formula to return.

10. VLookup

11. VLookup

12. VLookup
Columns E and F should
be selected here!

13. Error Help
Click here
for help
with errors

14. Trace Error

15. Pivot Table Troubles
WINNER

16. Index Match Madness
The INDEX Function
Index returns a value when
you specify a row number
and a column number
Array = the cells where Excel should look
Row number = the row number that contains the value
Column number (optional) = which column we are concerned
with

17. Index Match Madness
The MATCH Function
Match returns a row
number for the value you
specify
Lookup_value = what Excel should search for
Lookup_array = where Excel should search
Match_type (optional):
• 1 or omitted: finds largest value that’s less than or equal (<=) to the lookup_value
• 0: finds the value that is exactly equal (=) to lookup_value
• -1: finds smallest value that’s greater than or equal to (>=)

18. Index Match Madness
The MATCH Function
Match returns a row
number for the value you
specify
Lookup_value = what Excel should search for
Lookup_array = where Excel should search
Match_type (optional):
• 1 or omitted: finds largest value that’s less than or equal (<=) to the lookup_value
• 0: finds the value that is exactly equal (=) to lookup_value
• -1: finds smallest value that’s greater than or equal to (>=)

19. Index Match Madness
Putting it together…

20. Index Match Madness
Putting it together…
=INDEX(array,MATCH(lookup_value,lookup_array,[match
type]))

21. Index Match Madness
Putting it together…
=INDEX(array,MATCH(lookup_value,lookup_array,[match
type]))

22. Index Match Madness
For more complicated Index Matches with more than 1 criteria

23. Index Match Madness
For more complicated Index Matches with more than 1 criteria
When Excel finds a match for both of
these criteria, it returns “1”

24. Cell References

25. Cell References

26. Cell References
Whoops, this data was
filtered and the formula
didn’t quite get the memo!

27. Cell References
Fix it:
Use named ranges

28. Key Takeaways

29. 1. Use named ranges when possible
2. Double check the arguments and their order
3. Use Excel help if you get any errors
4. Use calculated fields in Pivot Tables

31. Would you like a whitepaper?
A. Get a free copy of “26 Signs You Need
a New Agency”
B. No Thanks!

32. Live Q&A Time!

33. Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com

34. Excel Your
Search Query Reports
With These
Must-Have Tips

35. Alaina Thompson
– Account Manager at Hanapin
Marketing
– PPC Hero Blogger
– Hero Conf London Excel Workshop
Instructor
– @AlainaPThompson
#thinkppc

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

37. Who is Hanapin?
– 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.
#thinkppc

38. Our Clients
#thinkppc

39. Live Poll Question #1
Are you doing PPC analysis on a Mac or PC?
#thinkppc
A. Mac
B. PC
#thinkppc

40. AGENDA
1. The Agony of Search Query Reports
2. The Solution: Excel Pivot Tables
3. Step-By-Step: Creating An SQR Pivot Table
4. Limited Spend Example
#thinkppc

41. THE AGONY OF
SEARCH QUERY
REPORTS

42. #thinkppc
Step-By-Step – Creating an SQR Pivot Table
Me After The First Few Search Query Reports I Ever Attempted

43. #thinkppc
Step-By-Step – Creating an SQR Pivot Table
That’s TOO MANY ROWS! Excel slows WAY down
when filtering through thousands of rows.

44. #thinkppc
Step-By-Step – Creating an SQR Pivot Table

45. The Solution: Excel
Pivot Tables

46. #thinkppc
Step-By-Step – Creating an SQR Pivot Table

47. #thinkppc
Step-By-Step – Creating an SQR Pivot Table
Benefits of SQRs
w/Pivot Tables
The Key To Simplicity
• Aggregates search
queries
• Clear and simple
Sorting
• Eliminates thousands
of rows of scrolling
• Find multiple
takeaways from the
same set of data

48. Step-By-Step: Creating
an SQR Pivot Table

49. #thinkppc
Step-By-Step – Creating an SQR Pivot Table
Grab the necessary columns!
• Search Term
• Match Type
• Added/Excluded
• Campaign
• Ad Group
• Keyword
• Clicks
• Impressions
• Conversions
• Cost
• Total conversion value (for Ecommerce accounts)

50. #thinkppc
Step-By-Step – Creating an SQR Pivot Table
KEYWORD
EXPANSION
OR
LIMITED SPEND?

51. #thinkppc
Step-By-Step – Creating an SQR Pivot Table
Do your campaign/ad group names include
Brand specification?
Yes? Great!

52. #thinkppc
Step-By-Step – Creating an SQR Pivot Table
No?
No problem.
1.Add another
column
2.Sort for
branded
campaigns/ad
groups
3.Label them

53. #thinkppc
Step-By-Step – Creating an SQR Pivot Table
CTRL + A
Selects All
Consecutive
Cells

54. #thinkppc
Step-By-Step – Creating an SQR Pivot Table

55. #thinkppc
Step-By-Step – Creating an SQR Pivot Table
Create a Calculated Field Based On Goals: ROAS or CPL

56. #thinkppc
Step-By-Step – Creating an SQR Pivot Table
Goal Metric
Formula for Metric

57. #thinkppc
Step-By-Step – Creating an SQR Pivot Table

58. #thinkppc
Step-By-Step – Creating an SQR Pivot Table
Great ROAS, but it’s unlikely that these search terms will
be searched again AND convert at a similar ROAS. Low
impressions = low statistical significance

59. #thinkppc
Step-By-Step – Creating an SQR Pivot Table
Filter By Value Greater Than 30 (for a site with
average traffic levels)

60. #thinkppc
Step-By-Step – Creating an SQR Pivot Table

61. Limited Spend
Example

62. #thinkppc
Step-By-Step – Creating an SQR Pivot Table
Find Search Terms that broadly match to your
keywords, but DO NOT meet goals
Ex: These search terms do not hit the 200% ROAS
threshold

63. Key Takeaways

64. #thinkppc
1. Use pivot tables to aggregate search term
statistics across an entire account or set of
campaigns
2. Pivot tables eliminate the need to look at EVERY
row of an AdWords search query download
3. Create custom columns and use filters to see
which search terms truly meet account goals
Key Takeaways

66. Would you like a whitepaper?
A. Get a free copy of “26 Signs You Need
a New Agency”
B. No Thanks!

67. Live Q&A Time!

68. #thinkppc
Step-By-Step – Creating an SQR Pivot Table
Same Search Query – Two
Separate Rows!

69. Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com

70. Discover More Accurate
Projections
With Excel Data Tables

71. Jacob Fairclough
– Senior Account Analyst
at Hanapin Marketing
– PPC Hero Blogger
– @RealSecretJake
#thinkppc

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

73. Who is Hanapin?
– 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.
#thinkppc

74. Our Clients
#thinkppc

75. Live Poll Question #1
How often do you run projections?
#thinkppc
A. Daily
B. Weekly
C. Monthly
D. Quarterly or Yearly
E. Never, I don’t care.
#thinkppc

76. Those Dreaded Questions
What would Performance look like if,
– We tried to maximize
impressions?
– CTRs changed next month?
– Impression share was between
-15% and +15% during next
quarter?

77. Why Use Data Tables?
• Data tables allow you to quickly calculate ranges of values.
• This removes the need to calculate these values manually and helps you
better outline multiple scenarios.
• Best of all, it’s all built in to Excel

78. Getting Started
Simple, right?

79. Single Input Table
We use these when we only need to change a single value.
– Change in CTR
– Change in Conversion Rate
– And more!
But the output can be anything!

80. Setting Up The Variables
Once we know the value we
want to calculate, we’ll select the
variable to change.
Place that variable in a single
column with the desired values
for that variable.

81. Setting Up the Formula
Our top cell in the table is going to be our formula for the current
data.

82. Configuring the Settings
Now we select the data table option and set our column input to the value we want to
change.
We select column because the variables are in the column. If the table was transposed
we’d select row.

83. Output
Excel will now calculate the
same formula substituting
our original input cell for
the variables in row to the
left.

84. What Happens?

85. Adding More Outputs
You can set up multiple calculations!
Simply insert the formula for each metric and select the entire table than a
single column.

86. Using Two Variables
• What if you want to change two
variables?
– How would ad testing and CRO
impact our revenue?
– How would market changes
lead to different ROAS levels?

87. Projecting Based on Two Variables
Build your table exactly the same but put a second variable along the top.
Insert your formula in the top left corner, the intersection of the row and
column.

88. Calculating Total Revenue
Instead of choosing the column input, we’ll select a row as well.
Based on our table. Based on the table we’ll choose CVR as our
column and CTR as our row value.

89. Two Input Table Output
Revenue calculations for each range of CTR and CVR changes.

90. Tables for Sense Making
This table was used to show what ROAS would be with CVR and AOV improvements.
Based on these numbers, a 20x ROAS seems unrealistic but 6 or under would be possible
with successful optimizations.

91. Key Takeaways

92. Making Better Projections
• Always consider a range of outcomes and scenarios
• Use data tables to concisely show multiple outcomes
• Treat projections as a loose prediction. Projections may guide your
decisions but they can’t guarantee results

94. Would you like an offer?
A. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
B. No Thanks!

95. Live Q&A Time!

96. Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com