a match made in heaven: adwords and excel - hero conf 2014
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A MATCH MADE IN HEAVEN:ADWORDS AND EXCEL
APRIL 28, 2014
April 28-30, 2014
WHO ARE YOU?
ERIC COUCHSENIOR PPC ACCOUNT MANAGER,HEAD OF TRAINING@HANAPIN MARKETINGWRITER @ PPC HEROwww.ppchero.com
@ecouch11
ME, MYSELF & EXCEL
ME
EXCEL
(ACCOUNT WORK)
@ecouch11
OVERVIEW
CONDITIONAL FORMATTINGVLOOKUP (& CONCATENATE)EXCEL SOLVERPIVOT TABLES
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THE QUESTION
WHAT IS CONDITIONAL FORMATTING?
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THE ANSWER
AN EXCEL FUNCTION THAT LETS YOU FORMAT THINGS.
CONDITIONALLY.
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THE (REAL) ANSWER
CONDITIONAL FORMATTING IS A FUNCTION THAT ALLOWS YOU TO AUTOMATICALLY CHANGE THE FORMAT OF A CELL BASED ON THE VALUES AND PARAMETERS THAT YOU DICTATE.
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TEXT COLOR AND FORMAT.
CELL COLORS
BAR GRAPH OVERLAYS.
INSERTING GRAPHICS!
WHAT CAN IT CHANGE?
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WHERE DO I FIND IT?
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HERE.
WHAT ARE OUR OPTIONS?
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WHAT ARE OUR OPTIONS?
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WHAT ARE OUR OPTIONS?
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WHAT ARE OUR OPTIONS?
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WHAT ARE OUR OPTIONS?
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HOW DOES IT WORK?
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HOW DOES IT WORK?
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HOW DOES IT WORK?
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HOW DOES IT WORK?
@ecouch11
HOW DOES IT WORK?
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WORKING SMARTER
YOU CAN DO THAT, BUT WHY WOULD YOU WANT TO?
THERE’S A BETTER WAY.
AND THAT WAY IS CONDITIONAL FORMATTING.
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A NEW PROBLEM
LET’S SAY YOU NEED TO GENERATE 349,372 UNIQUE KEYWORD-LEVEL DESTINATION URLs.
THEY HAVE UNIQUE LOCATION, AD GROUP, AND PRODUCT IDENTIFIERS.
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A NEW PROBLEM
WHERE DO YOU EVEN START WITH THAT?
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THE SOLUTION
TRY VLOOKUP.
(AND CONCATENATE.)
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WHAT’S THAT?
VLOOKUP = VERTICAL LOOKUP
BASICALLY, IF YOU NEED TO CROSS-REFERENCE A TON OF DATA…
THIS IS HOW YOU DO IT.
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WHAT’S THAT?
CONCATENATE = COMBINES CELLS
IF YOU NEED TO COMBINE MULTIPLE CELLS…
HINT: CELLS THAT YOU MIGHT HAVE POPULATED WITH VLOOKUP.
THIS IS HOW YOU DO IT.
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THE VLOOKUP FORMULA
VLOOKUP:=VLOOKUP(LOOKUP_VALUE,TABLE_ARRAY,COL_INDEX_NUM,[RANGE LOOKUP])
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THE VLOOKUP FORMULA
VLOOKUP:=VLOOKUP(LOOKUP_VALUE,TABLE_ARRAY,COL_INDEX_NUM,[RANGE LOOKUP])
THE THING YOU’RE TRYING TO LOOK UP.
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THE VLOOKUP FORMULA
VLOOKUP:=VLOOKUP(LOOKUP_VALUE,TABLE_ARRAY,COL_INDEX_NUM,[RANGE LOOKUP])
THE CELLS IN WHICH THE THING YOU’RE TRYING TO LOOK UP (AND IT’S CORRESPONDING VALUE) ARE LOCATED.
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THE VLOOKUP FORMULA
VLOOKUP:=VLOOKUP(LOOKUP_VALUE,TABLE_ARRAY,COL_INDEX_NUM,[RANGE LOOKUP])
THE COLUMN YOU’RE CROSS-REFERENCING.
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CONCATENATE FORMULA
CONCATENATE:
=CONCATENATE(TEXT1,TEXT2…)
...THAT’S PRETTY MUCH IT.
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PUTTING IT IN PRACTICE
SIX KEYWORDS,SIX AD GROUPS,A NEED FOR SIX DEST. URLs.
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PUTTING IT IN PRACTICE
THIS IS A SAMPLE MASTER LIST OF ROOT URLS FOR OUR AD GROUPS.
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PUTTING IT IN PRACTICE
HERE, WE’VE SIMPLY CROSS-REFERENCED OUR AD GROUP TITLES VIA VLOOKUP TO FIND THE CORRESPONDING URL.
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PUTTING IT IN PRACTICE
NOTE: YOU CAN USE THE SUBSTITUTE FUNCTION TO PREPARE OTHER URL ELEMENTS.
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PUTTING IT IN PRACTICE
DO THE SAME THING FOR YOUR KEYWORDS…
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PUTTING IT IN PRACTICE
AND THEN CONCATENATE THESE ELEMENTS TOGETHER (IN ORDER) TO CREATE YOUR URL.
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WAIT A MINUTE…
THIS IS AWFULLY COMPLICATED.
HAVE I EVER ACTUALLY USED THIS?
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YES.
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THAT SAYS 18,388 BY THE WAY.
DOING THE MATH
18,388 KEYWORD URLSX 8 PROVINCES
+
18,388 KEYWORD URLSX 11 CITIES
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DOING THE MATH
= 349,372 UNIQUE KEYWORD URLS GENERATED.
IN ABOUT A HALF HOUR.
MOST OF THAT WAS WAITING FOR THE FORMULA TO COMPUTE.
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DOING THE MATH
ALL DONE THROUGH VLOOKUP AND CONCATENATE.
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INTERMISSION
SO WE’VE TALKED ABOUT REPORTS.
WE’VE TALKED ABOUT URLS.
WHAT ABOUT BUDGETS?
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WHAT ABOUT THEM?
IS THERE A WAY TO INTELLIGENTLY DETERMINE HOW TO BEST SPEND OUR ADVERTSING BUDGET?
CAN WE DO THIS ACROSS MULTIPLE ACCOUNTS?
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IN A WORD…
YES.
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MY FAVORITE TRICK
DOWNLOAD AN IMPRESSION SHARE REPORT FROM ADWORDS, AND A SHARE OF VOICE REPORT FROM BING (IF APPLICABLE).
WHAT’S NEXT?
@ecouch11
MY FAVORITE TRICK
EXCEL SOLVER.
@ecouch11
WHAT’S THAT?
IT’S AN EXCEL PLUGIN.
IT SOLVES THINGS.
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WHAT’S THAT?
SPECIFICALLY, IT SOLVES EQUATIONS THAT YOU GIVE IT ACCORDING TO PARAMETERS THAT YOU SET.
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WHAT’S THAT?
EQUATIONS LIKE “WHAT’S MY MOST EFFICIENT BUDGET ALLOCATION TO MAXIMIZE CONVERSION VOLUME”.
IT’S NOT INCLUDED BY DEFAULT, BUT YOU CAN FIND IT BY GOING TO YOUR EXCEL ADD-ONS MENU.
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IT LOOKS LIKE THIS
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THIS THING.
EXCEL SOLVER
ONCE INSTALLED, YOU CAN DO COOL STUFF LIKE THIS:
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EXCEL SOLVED BUDGETS
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A MIX OF BING AND GOOGLE
CAMPAIGNS
AVERAGE DAILY SPEND ACROSS ALL
CAMPAIGNS
OPTIMAL BUDGET AS FOUND BY EXCEL SOLVER
SOURCE: SAM OWEN
PPC HERO – “HOW TO USE EXCEL SOLVER TO OPTIMIZE YOUR CAMPAIGN BUDGETS”http://www.ppchero.com/how-to-use-excel-solver-to-optimize-your-campaign-budgets/
TIME OUT!
HOW DID YOU GET TO THAT POINT?
@ecouch11
STEP BY STEP
GET A CAMPAIGN REPORT FOR THE LAST 30 DAYS.
MAKE SURE YOU INCLUDE AVG. CPC, COST, CONVERSIONS, AND CONVERSION RATE.
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STEP BY STEP
ALSO INCLUDE THE LOST IMPRESSION SHARE DUE TO BUDGET COLUMN.
FOR BOTH SEARCH AND DISPLAY.
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THE REAL DEAL
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STEP BY STEP
FIND YOUR AVERAGE DAILY SPEND FOR EACH CAMPAIGN.
“COST/30 DAYS” IN THIS CASE.
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STEP BY STEP
THEN, FIND YOUR MAXIMUM POSSIBLE DAILY SPEND FOR EACH CAMPAIGN.
= AVERAGE DAILY SPEND (1 – LOST IMP. SHARE)
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THE REAL-ER DEAL
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STEP BY STEP
UNSURPRISINGLY, OUR DISPLAY CAMPAIGNS HAVE A THEORETICAL SPEND CAP OF…
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$TEXAS
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FYI
FOR THE RECORD, THAT IS A SATURDAY NIGHT LIVE “CELEBRITY JEOPARDY” JOKE.
SAM OWEN DIDN’T GET IT.
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STEP BY STEP
NEXT, YOU ADD IN THREE SOLVER COLUMNS.
SOLVED BUDGETSOLVED CLICKSSOLVED CONVERSIONS
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HOW IT WORKS
SOLVED BUDGET IS LEFT TOTALLY TO EXCEL SOLVER.
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HOW IT WORKS
SOLVER WILL TAKE OUR BUDGETS, AND USING OUR AVERAGE CPC, WILL FIND THE NEW CLICK TOTAL FOR EACH CAMPAIGN.
THAT’S SOLVED CLICKS.(SOLVED BUDGET * AVERAGE CPC)
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HOW IT WORKS
USING SOLVED CLICKS, YOU THEN USE YOUR CONVERSION RATE TO FIND THE NEW CONVERSION TOTAL FOR EACH CAMPAIGN.
THAT’S SOLVED CONVERSIONS.(SOLVED CLICKS * CONV. RATE)
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THE REALEST OF DEALS
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BEHIND THE CURTAIN
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THE TAKEAWAY
JUST BY REALLOCATING OUR SPEND, WE CAN GAIN AN AVERAGE OF 1.2 CONVERSIONS PER DAY.
THAT PROJECTS TO 36 MORE CONVERSIONS A MONTH, A 17.6% INCREASE WITH NO OTHER CHANGE EXCEPT BUDGETS.
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THE TAKEAWAY
I’LL TAKE THAT ANY DAY.
WOULDN’T YOU?
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ONE MORE THING…
PIVOT TABLES.
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YOU THOUGHT I’D FORGOT
C’MON, THIS IS AN EXCEL PRESENTATION.
I HAD TO AT LEAST MENTION THEM.
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EVERY DAY WE’RE PIVOTING
THEY’RE THE MOST VERSATILE TOOL IN OUR TOOLBOX.
HOW SO, YOU ASK?
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REMEMBER THIS?
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PIVOT TABLE.
AND THIS?
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PIVOT TABLE.
AND THIS?
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PIVOT TABLE.
AND THIS?
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PIVOT TABLE.
THE TAKEAWAY
USE THEM.SERIOUSLY. THEY’RE EVEN GETTING ADDED NATIVELY TO ADWORDS.
@ecouch11
WRAP-UP
CONDITIONAL FORMATTINGVLOOKUP (& CONCATENATE)EXCEL SOLVERPIVOT TABLES
@ecouch11
WHO ARE YOU?
ERIC COUCHSENIOR PPC ACCOUNT MANAGER,HEAD OF TRAINING@HANAPIN MARKETINGWRITER @ PPC HEROwww.ppchero.com
@ecouch11
@ecouch11
THANK YOU!
@ecouch11
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