In this presentation, Supermetrics’ Edward Ford and Hanapin’s Briana Ogle team up to present the best practices that have changed their Excel lives for the better…and the tools that helped make it so.

1. 1
www.dublindesign.com
Excel Tips for the Time-
Crunched Marketer
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2. Presenters
Edward Ford
– Marketing Director at Supermetrics
– @NordicEdward
Briana Ogle
– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @BrianaOgle2

3. Who is Hanapin?
The digital marketing experts
who create unique solutions to
empower you to be the hero
at your business.
Hanapin also produces PPC Hero and Hero Conf

4. Join the Conversation
Include the hashtag #thinkppc in
your Twitter tweets to send us
any questions.

5. Agenda
● Reporting
● Account Optimization Tools
● Data Analysis & Visualization
● Client Audits

6. Reporting

7. Routine reporting
• Why Excel
• Cross-channel reporting
• Conditional formatting
• Triggers & Auto-updates

8. Why Excel
• Analyze big data sets (17179869184 cells)
• Powerful features
• Online & Offline work
• Client reporting & PPT integration

9. Cross-channel reporting

10. Cross-channel reporting
NO MORE CSV!

11. Cross-channel reporting

12. Cross-channel reporting

13. Cross-channel reporting
● Compare channel performance
● Turn insights to action
● Comparable channels (GA v Bing, FB v Twitter)
● Automated daily refresh for morning reports

14. Cross-channel reporting

15. Conditional formatting

16. Conditional
formatting

17. Conditional formatting: time

18. Triggers & Auto-updates
• Schedule refreshes for reports and send emails
with Supermetrics for Excel
• Available for daily, weekly, and monthly cycles
• Refresh just reports
• Refresh reports and send emails

19. Account Optimization Tools

20. Optimization Tools: Manual Bids
Manual bid adjustments… but WHY?
Automated algorithms require of certain level of volume and data
before they can run optimally, based on clicks and conversions.
Cases for manual bid adjustments
● Newly launched campaigns
● Low volume campaigns
● Tested automated bids and it just didn’t work as well
● Need a higher-level of control

21. Optimization Tools: Manual Bids
How Hanapin takes the work out of manual bid adjustments:
ROAS/CPL + Position Share Index Match

22. Optimization Tools: Manual Bids
Position share = ((Avg pos*Impr)+(10*Impr lost due to rank))/(Impr lost due to rank +
Impr)

23. Optimization Tools: Manual Bids
Selecting the right amount of data
Pull in a custom timeframe based on the size of the account
(account spend) utilizing a vlookup for outlined criteria

24. Optimization Tools: Manual Bids
Accomodating a dynamic date range
Supermetrics can pull the data you need when the date range
changes by adding a formula into the date range field on the
queries tab

25. Optimization Tools: Quality Score
Reviewing quality score (QS) on multiple levels regularly is an
important part of understanding account health
Review QS at the keyword, ad group, and campaign levels
Evaluate
● Ad Relevance QS
● Landing Page Experience QS
● Expected CTR QS

26. Optimization Tools: Quality Score
A quick reference of QS by keyword count utilizing pie charts

27. Optimization Tools: Quality Score
QS over time (a client favorite)

28. Optimization Tools: Quality Score
QS Distribution: Cost

29. Optimization Tools: Quality Score
QS Distribution: Keyword count

30. Optimization Tools: Quality Score
Take the core areas and break them down to the campaign and ad
group level
● Overall QS by campaign/ad group
● Ad Relevance QS by campaign/ad group
● Landing Page QS by campaign/ad group
● Expected CTR by campaign/ad group

31. Optimization Tools: Quality Score
Updating the data
I don’t pull any reports when running our QS
dashboard, which is 8 tabs of information
Add ins → Supermetrics → Refresh all →
Tada!
The old data is replaced by new, up-to-date
data

32. Optimization Tools: Budgeting
Every account manager needs a budgeting tool that they
understand and can rely on
Ideally this is a template that can be used across all accounts in an
agency setting
This can be a little trickier than other tools due to the difference in
how individual clients set up their budgets

33. Optimization Tools: Budgeting
Sometimes budgets need to be separated by category or location
which requires pulling data at the campaign or ad group level

34. Setting up Supermetrics queries to “split
by” breaks out the data however you
need it
In the future, when the data is refreshed it
will keep the same segmented structure
Using this feature with sumifs functions
allows for splitting of the budgets
Optimization Tools: Budgeting

35. Optimization Tools: Budgeting
Data auto-refresh
Set a trigger to refresh daily, weekly, or
monthly
Emailing
Receive an email of the file when the
data is refreshed or send it to a client

36. Optimization Tools: Scrutineer
What is it?
The Scrutineer is a tool our analysts built to show why a particular
metric has changed over time by looking at causal factors
How is it used?
It’s used as a starting point of where to look when troubleshooting
account performance changes

37. Optimization Tools: Scrutineer
Example of some of the information the Scrutineer outlines:

38. Optimization Tools: Scrutineer
Custom date range field options are incorporated into the template
settings page
Custom dates are often necessary when looking into specific
performance changes

39. Optimization Tools: Scrutineer
Custom date ranges are pulled into the Supermetrics queries tab
by setting the date cells equal to the date fields on the settings
page

40. Optimization Tools: Templating
Tool templates that can apply to
any account ensures your team
will get value out of it
Hanapin uses data validation
drop downs coupled with
formulas in the Supermetrics
queries tab to easily switch
accounts

41. Data Analysis & Visualization

42. Data analysis and visualization
• Pivot tables
• Charts
• Auto-refreshed dashboards

43. Pivot tables

44. Pivot tables

45. Tables

46. Charts

47. Charts

48. Charts

49. Refresh dashboards
• Automate reporting
• Schedule refreshes for your charts
• Email to colleagues and clients

50. Client Audits

51. The typical audit client has complex accounts across multiple
brands which leads to a lot of data
Excel vs. Google Sheets Maximum Limits
● 1,048,576 vs. 40,000 rows
● 16,384 vs. 18,278 columns
Regardless of which tool you choose, the closer to the max you get
the slower your file will perform
Account Audits: Data, Data, Data

52. Account Audits: Dynamic Charts
Insert charts into Powerpoint from Excel
that update when changes are made in
the workbook
● Copy the chart in Excel
● Select the paste options in
Powerpoint
● Choose link data

53. Account Audits
Real life example
You put together a dashboard of varying information but then the
client asks, “what if…” and we need to make adjustments or toggle
certain data pieces, such as which goals are used in the analysis

54. Account Audits
Solution
You set your data up using Supermetrics so all you have to do is
update the filter for the new goals and refresh all data
The data and charts in Excel will automatically update AND your
charts in Powerpoint will update too
*If you want to use the new data as a comparison make a copy of
your Excel book or Powerpoint before refreshing

56. Offers!
A. I’d like 10% off Supermetrics for Excel annual
plan (available only until 3/15)
B. I’d like to receive emails keeping me updated on
Hero Conf.
C. I’d like both.
D. No, thanks.

57. Thank you for attending our webinar!
#thinkppc
Contact Hanapin directly: marketing@hanapinmarketing.com
Contact Supermetrics directly: edward.ford@supermetrics.com
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf