mastering excel for ppc: an advanced series for better marketing results in 2017
Post on 16-Apr-2017
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Fix These 5 Common
Excel Issues to Achieve Pro Status
Rachael Law– Senior Account Analyst at Hanapin
Marketing
– PPC Hero Blogger– @Law_Rachael
#thinkppc
Join the conversation• Include the hashtag #thinkppc in
your Twitter tweets.
Or use the webinar question box to send us questions.
#thinkppc
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
Our Clients
#thinkppc
Live Poll Question #1How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
#thinkppc
Common Excel Errors
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 valueThis 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)
VLookup
Make sure you are selecting the entire table!
The column that contains the value that you want the formula to return.
VLookup
VLookup
VLookup
Columns E and F should be selected here!
Error Help
Click here for help with errors
Trace Error
Pivot Table Troubles
WINNER
Index Match MadnessThe INDEX Function
Index returns a value when you specify a row number and a column number
Array = the cells where Excel should lookRow number = the row number that contains the valueColumn number (optional) = which column we are concerned with
Index Match MadnessThe MATCH Function
Match returns a row number for the value you specify
Lookup_value = what Excel should search forLookup_array = where Excel should searchMatch_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 (>=)
Index Match MadnessThe MATCH Function
Match returns a row number for the value you specify
Lookup_value = what Excel should search forLookup_array = where Excel should searchMatch_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 (>=)
Index Match MadnessPutting it together…
Index Match MadnessPutting it together…
=INDEX(array,MATCH(lookup_value,lookup_array,[match type]))
Index Match MadnessPutting it together…
=INDEX(array,MATCH(lookup_value,lookup_array,[match type]))
The MATCH function takes the place of the row number argument in the INDEX function
Index Match MadnessFor more complicated Index Matches with more than 1 criteria
Index Match MadnessFor more complicated Index Matches with more than 1 criteria
When Excel finds a match for both of these criteria, it returns “1”
Cell References
Cell References
Cell References
Whoops, this data was filtered and the formula didn’t quite get the memo!
Cell References
Fix it: Use named ranges
Key Takeaways
1. Use named ranges when possible2. Double check the arguments and their order3. Use Excel help if you get any errors4. Use calculated fields in Pivot Tables
Would you like a whitepaper?A. Get a free copy of “26 Signs You Need
a New Agency”B. No Thanks!
Live Q&A Time!
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Excel Your Search Query
Reports With These
Must-Have Tips
Alaina Thompson– Account Manager at Hanapin
Marketing– PPC Hero Blogger– Hero Conf London Excel Workshop
Instructor– @AlainaPThompson #thinkpp
c
Join the conversation• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send us questions.
#thinkppc
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
Our Clients
#thinkppc
Live Poll Question #1Are you doing PPC analysis on a Mac or PC?#thinkppc
A. MacB. PC
#thinkppc
AGENDA1. The Agony of Search Query Reports2. The Solution: Excel Pivot Tables3. Step-By-Step: Creating An SQR Pivot Table4. Limited Spend Example
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THE AGONY OF SEARCH QUERY REPORTS
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Step-By-Step – Creating an SQR Pivot Table
Me After The First Few Search Query Reports I Ever Attempted
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Step-By-Step – Creating an SQR Pivot Table
That’s TOO MANY ROWS! Excel slows WAY down when filtering through thousands of rows.
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Step-By-Step – Creating an SQR Pivot Table
The Solution: Excel Pivot Tables
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
#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
Step-By-Step: Creating an SQR Pivot Table
#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)
#thinkppc
Step-By-Step – Creating an SQR Pivot TableKEYWORD EXPANSION
OR LIMITED SPEND?
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Do your campaign/ad group names include Brand specification?
Yes? Great!
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
No?No problem.1. Add another
column2. Sort for
branded campaigns/ad groups
3. Label them
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Step-By-Step – Creating an SQR Pivot Table
CTRL + A
Selects All Consecutive
Cells
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Step-By-Step – Creating an SQR Pivot Table
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Step-By-Step – Creating an SQR Pivot Table
Create a Calculated Field Based On Goals: ROAS or CPL
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Goal Metric
Formula for Metric
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Step-By-Step – Creating an SQR Pivot Table
#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
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Filter By Value Greater Than 30 (for a site with average traffic levels)
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Limited Spend Example
#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
Key Takeaways
#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
Would you like a whitepaper?A. Get a free copy of “26 Signs You Need
a New Agency”B. No Thanks!
Live Q&A Time!
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Same Search Query – Two Separate Rows!
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Discover More Accurate Projections
With Excel Data Tables
Jacob Fairclough– Senior Account Analyst
at Hanapin Marketing
– PPC Hero Blogger– @RealSecretJake
#thinkppc
Join the conversation• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send us questions.
#thinkppc
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
Our Clients
#thinkppc
Live Poll Question #1How often do you run projections?#thinkppc
A. DailyB. WeeklyC. MonthlyD. Quarterly or YearlyE. Never, I don’t care.
#thinkppc
Those Dreaded QuestionsWhat would Performance look like if,
– We tried to maximize impressions?
– CTRs changed next month?– Impression share was between
-15% and +15% during next quarter?
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
Getting Started
Simple, right?
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!
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.
Setting Up the Formula
Our top cell in the table is going to be our formula for the current data.
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.
OutputExcel will now calculate the same formula substituting our original input cell for the variables in row to the left.
What Happens?
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.
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?
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.
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.
Two Input Table Output
Revenue calculations for each range of CTR and CVR changes.
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.
Key Takeaways
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
Would you like an offer?A. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
B. No Thanks!
Live Q&A Time!
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
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