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Building Excel Tools - Utah DMC 2018 - Amy Bishop

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Learn how to build Excel tools to improve your paid search efficiency. Automate routine tasks through tools, macros and add-ins.

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Building Excel Tools - Utah DMC 2018 - Amy Bishop

  1. 1. @hoffman8 DIY ExcelTools Amy Bishop, Cultivative
  2. 2. @hoffman8 QuickAboutMe • Owner, Cultivative • 9Years in the Industry • Love a good joke • Tweet at me: @hoffman8
  3. 3. @hoffman8 AGENDA Building Tools Using Add- Ins Automating With Macros Ways to SpendYour SpareTime
  4. 4. @hoffman8 Knowing A Formula Building a Tool ExcelToolsatYourFingerTips
  5. 5. @hoffman8 ExcelToolsatYourFingerTips Keyword Health SQR Analysis Keyword Expansion Excel Plugins
  6. 6. @hoffman8 KeywordHealthAtaGlance
  7. 7. @hoffman8 KeywordHealthDashboard
  8. 8. @hoffman8 StartWithASimpleKeywordReport
  9. 9. @hoffman8 KeywordHealthDashboard Simple CountIF formula =COUNTIF('Keyword Report’!Q:Q,"<5") Translation=CountIF(Column Containing QS, If Less than 5)
  10. 10. @hoffman8 KeywordHealthDashboard Simple CountIF formula =COUNTIF('Keyword Report’!L:L,">3") Translation=CountIF(Column Containing Position, If Greater than 3)
  11. 11. @hoffman8 KeywordHealthDashboard Simple Average Using the Sum of Clicks / Sum of Impressions
  12. 12. @hoffman8 KeywordHealthDashboard Simple Average Using the Sum of Cost / Sum of Conversions
  13. 13. @hoffman8 KeywordHealthDashboard Simple SUMIF Function =SUMIF('Keyword Report'!N:N,0,'Keyword Report'!M:M) Translation: SUMIF(Check Conversion Column, If Cell Contains 0, Sum Cost)
  14. 14. @hoffman8 KeywordHealthDashboard COUNTIF Function =COUNTIF('Keyword Report'!N:N,0) Translation: COUNTIF(Conversion Column, If Cell Contains 0)
  15. 15. @hoffman8 KeywordHealthDashboard COUNTIF Function =COUNTIF('Keyword Report'!J:J,"<"&Sheet1!J5) Translation: COUNTIF(CTR Column, If Cell Is Less Than The AVG CTR Cell)
  16. 16. @hoffman8 KeywordHealthDashboard COUNTIF Function =COUNTIF('Keyword Report'!P:P,”>"&N5) Translation: COUNTIF(CTR Column, If Cell Is Greater Than The AVG CPA Cell)
  17. 17. @hoffman8 Rinse&Reuse Simply drop new keyword sheets into the data tab, update your pivot tables and the dashboard will update!
  18. 18. @hoffman8 SearchTermTool
  19. 19. @hoffman8
  20. 20. @hoffman8 There is a search term script!
  21. 21. @hoffman8 But it auto-adds keywords and negatives.
  22. 22. @hoffman8 Use conditional statements to dissect search term reports.
  23. 23. @hoffman8 ConditionalStatementsForSearchTermReports
  24. 24. @hoffman8 ConditionalStatementsForSearchTermReports The first conditional column contains an If/Or statement to check if either word is present
  25. 25. @hoffman8 ConditionalStatementsForSearchTermReports 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")
  26. 26. @hoffman8 ConditionalStatementsForSearchTermReports 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")
  27. 27. @hoffman8 ConditionalStatementsForSearchTermReports 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")
  28. 28. @hoffman8 ConditionalStatementsForSearchTermReports The fourth conditional column just looks for one term. =IF(ISNUMBER(SEARCH("BSN",A2)),"yes","no")
  29. 29. @hoffman8 ConditionalStatementsForSearchTermReports The fifth conditional column checks if the number of conversions is greater than 0. =IF((B2>0),"yes","no")
  30. 30. @hoffman8 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")
  31. 31. @hoffman8 There’sNoReplacementFor ManualReview
  32. 32. @hoffman8 P.S.Here’stheGoogleSheetWiththeFormulas http://bit.ly/2M3Chzc P.P.S. can also be used to help segment terms into silos.
  33. 33. @hoffman8 KeywordAmplifierTool
  34. 34. @hoffman8 KeywordExpansion Input keywords and modifiers Simple series of concatenate formulas with one column per root keyword
  35. 35. @hoffman8 KeywordExpansion Highlighted all keyword outputs and added a name.
  36. 36. @hoffman8 KeywordExpansion Use an index match formula to lookup the range of cells we just named & to pull them into a single column.
  37. 37. @hoffman8 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))
  38. 38. @hoffman8 KeywordExpansion For modified broad, use concatenate and the substitute function to place + signs. . =CONCATENATE("+",SUBSTITUTE(TRIM(A3)," "," +"))
  39. 39. @hoffman8 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
  40. 40. @hoffman8 URL Builder
  41. 41. @hoffman8 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!
  42. 42. @hoffman8 Excel Plugins
  43. 43. @hoffman8 Haven’tTriedAdd-Ins?
  44. 44. @hoffman8 PeopleGraphsAdd-In Infographic-like Chart Visuals
  45. 45. @hoffman8 PeopleGraph:ProfessionalVisualizations Con: very, very limited Pro: very, very easy
  46. 46. @hoffman8 PowerMapsAdd-In Visualize Geographic Data
  47. 47. @hoffman8 PowerMaps The result: a map of total value by geography.
  48. 48. @hoffman8 BingAdsIntelligence SuperchargeYour Efforts with Bing Ads’ Excel Add-In
  49. 49. @hoffman8 BingAdsIntelligence So many options!
  50. 50. @hoffman8 WhyNotJustUseInterfaceTools?
  51. 51. @hoffman8 ExcelSolver Solve for aValue in OrderTo Maximize Another
  52. 52. @hoffman8 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.
  53. 53. @hoffman8 ExcelSolver:OptimalBudgets Go to Tools > add-ins, choose solver, then ‘OK’
  54. 54. @hoffman8 ExcelSolver:SetUpParameters Cell to try to improve Cell(s) to change in order to improve target cell Constraints (rules that must be followed) Goal
  55. 55. @hoffman8 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)
  56. 56. @hoffman8 ExcelSolver:OptimalBudgets We wind up with a much better ROAS but we are quite a bit under-budget and we lose $2mil in profit.
  57. 57. @hoffman8 ExcelSolver:OptimalBudgets 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.
  58. 58. @hoffman8 ExcelSolver:OptimalBudgets This time maxing revenue instead of ROAS but with the same constraints.
  59. 59. @hoffman8 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.
  60. 60. @hoffman8 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:
  61. 61. @hoffman8 GoogleAnalytics Google Analytics Reports for Google Sheets
  62. 62. @hoffman8 GoogleAnalyticsAdd-On Easily grab reports from Google Analytics.
  63. 63. @hoffman8 Automate RoutineTasks
  64. 64. @hoffman8 Quick Poll How many people use macros?
  65. 65. @hoffman8 Actual footage of me
  66. 66. @hoffman8 SetUpAMacro Step 1: Begin Recording Macro Step 2: Name the Macro
  67. 67. @hoffman8 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
  68. 68. @hoffman8 SetUpAMacro Step 3: Take Whatever Steps You Normally Would To Set Up Your Spreadsheet
  69. 69. @hoffman8 SetUpAMacro Step 4: Stop Recording
  70. 70. @hoffman8
  71. 71. @hoffman8 Use Subtotals To Find Query Mapping Issues! Search Engine Land: Why Query Mapping Matters
  72. 72. @hoffman8 SubtotalsforSearchQueries
  73. 73. @hoffman8
  74. 74. @hoffman8 PA GE 74 SubtotalsforSearchQueries
  75. 75. @hoffman8 SortByTheAdGroupSubtotal Before After
  76. 76. @hoffman8 Clickthe3ToExpandYourData
  77. 77. @hoffman8 QuicklyIdentifyTroubleAreas
  78. 78. @hoffman8 6 Steps – But If You Create a Macro It Will Be Automated For Future Use!
  79. 79. @hoffman8 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
  80. 80. @hoffman8 Things to Do inYour Spare Time WhenILearnaNewExcelTrick
  81. 81. @hoffman8 SpendMoreTimeOnYouTube (And tweet me the videos worth watching!)
  82. 82. @hoffman8 Go to More Conferences!
  83. 83. @hoffman8 DoMoreWork!
  84. 84. @hoffman8 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
  85. 85. @hoffman8 CONTACT INFO Tel: 765.404.1044 Web: www.cultivativemarketing.com @hoffman8 amy@cultivativemarketing.com Let’s Talk Shop!
  86. 86. @hoffman8 Appendix
  87. 87. @hoffman8 Formulas&Functions
  88. 88. @hoffman8 MyFavoriteExcelFeatures Tweet me your faves @hoffman8!
  89. 89. @hoffman8 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
  90. 90. @hoffman8 Learning Resources • Excel Blog • YouTube: Excel is Fun • YouTube: Excel TV • AimClear: Deep in The Sheets • 50 (mostly) Free Excel Add-Ins
  91. 91. @hoffman8 MoreTutorials
  92. 92. @hoffman8 HowtoBuildaURLBuilders
  93. 93. @hoffman8 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
  94. 94. @hoffman8 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
  95. 95. @hoffman8 Populate theVariables Create columns for your variables and fill in the columns accordingly. CreatingaURLBuilder
  96. 96. @hoffman8 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
  97. 97. @hoffman8 BuildThe Formula It’s time to pull it all of our resources together. CreatingaURLBuilder
  98. 98. @hoffman8 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
  99. 99. @hoffman8 PowerMapsAdd-In How toVisualize Geographic Data Note: this tool is not available for Macs. (sigh.)
  100. 100. @hoffman8 PowerMaps
  101. 101. @hoffman8 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.
  102. 102. @hoffman8 PowerMaps Step 2: Select The Data and Click “Map” > “Launch Power Map” > on the “Insert” tab.
  103. 103. @hoffman8 Power Maps Step 3: Choose the Metrics to Map along with your chart type. ChartTypes
  104. 104. @hoffman8 PowerMaps The result: a map of total value by geography.

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