1. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. EXCEL SECRETS For Search Marketers

2. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 LEVELS OF MASTERY Formulas & Functions Keyboard Shortcuts Named Ranges Pivot Tables Macros & Automation 3. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. TOP 5 USE CASES (FROM SEARCH ENGINE JOURNAL) http://www.searchenginejournal.com/8-ways-excel-can-help-in-search-marketing-seo-ppc/23230/#ixzz1GmmjNFZA Keyword Research Keyword Mapping Text Ad Creation Bulk Management Performance Reports 3 4. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. GENERAL GOLDEN RULES Avoid Manual Calculation Raw Data Miexed with Final Results Blank Cells in a Table Merged Cells Empty Text instead of Zeros Nest 2 Lookups To Avoid #N/A! Formatting Cells or Numbers as Text Changing the Default Horizontal Alignment of Cells Volatile Formulae like =Today() Maintain 1 Worksheet For ALL Related RAW Data. Classic Table Format For Related Data PivotTables and/or Database Functions True Dates & Times 4 5. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. EXCEL VERSIONS 2003 64k Rows 2003 to 2007 does not convert named ranges with formulas (it does work going the other direction 2007 to 2003) 2007 1MM+ rows Ribbon Excel Client Publishing (does not work in 2003) 2010 Sparklines Pivot Slicer (see other benefits online) Paste Preview 2013 Power Map Power View Power Pivot 5 6. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. OPEN WITH EXCEL BY DEFAULT .tsv (bulk uploads) .tab (SAINT) .csv (data extracts) .fin (ftp confirmation) 6 7. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PLUG-INS & ADD-INS 7 8. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PLUG-INS Excel Client Pros Familiar (just like Data Extracts) Cheap Cons Less Flexible Fading Tech Support Report Builder Pros See benefits Report Builder training slides Cons Expensive Vague Invalid Criteria Error ASAP Utilities Free Powerful Conditional Select! (See others from old brownbag) 8 9. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. FORMULAS & FUNCTIONS 9 10. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. TOP 5 FUNCTIONS (FROM PPC HERO) 1) VLookUp 2) Find & Replace 3) Concatenate 4) Character Case 5) Conditional Formatting 10 =VLOOKUP(LookForThis,FindItHere,ThenMoveRight,WithExactMatc Compare Dates Connect Values Identify Duplicates True vs False =INDEX(ColumnToStartFrom,MATCH(LookingFor, FoundIn, 0)) Advanced Options Wildcards (*) Whole Cell Formulas vs. Values Sheet vs. Workbook =A2&B2 =CONCATENATE(A2,B2) Unique Keys =PROPER(A2) =UPPER(A2) =LOWER(A2) Databars Heat Maps Icons Highlights (Top, Bottom, Duplicates) 11. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SORT REPLACEMENT Count, CountIf, CountA The worst performing phrases of the top 100 traffic Use a CountA function to see how many rows you have then subtract 10 to see the bottom Large, Small, Rank (Combined with countif in case there are duplicate values) (also can multiply by a small fraction of the row number, but not preferred since it is harder to see what should be zero) 11 12. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PIVOT TABLE REPLACEMENT Pivot Table Replacement - SUMPRODUCT double negative If all these are true then return the matching value SumIf on steroids 12 13. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ARRAY FORMULAS Evaluate Individually Rather than as an Aggregate Control Shift Enter Curly Brackets 13 14. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PIVOT TABLES 14 15. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PIVOT TABLE ONLINE RESOURCES http://www.cpearson.com/excel/pivots.htm http://seo-kolkata.blogspot.com/2009/10/how-excel-pivot-tables-can-help-in-your.html http://www.seomoz.org/blog/how-to-make-awesome-ranking-charts http://www.searchmarketinggurus.com/search_marketing_gurus/2007/10/emetrics- beyond.html 15 16. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PIVOT TABLE USE CASE Traditional Excel workbooks have2 dimensions - rows and columns. Separate records by year (e.g. 2004data, 2003data, 2002data, etc.). Transfer the values into separate sheets to get a 3rd dimension Now make copies of the entire workbook and Separate by a Metric Now you now have a 4th dimension How can we tie data in one sheet or workbook to the rest of the data ? A PIVOT TABLE! Multi-dimensional database with any number of dimensions & queries 16 17. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PIVOT TABLE FEATURES Automatically sort, count, and total the data stored in one table or spreadsheet Create a second table displaying the summarized data Set up the summary's structure by dragging and dropping fields graphically This "rotation" or pivoting of the summary table gives the concept its name Data is usually flat (only columns and rows) A pivot table can help quickly summarize the flat data, giving it depth. First ask "What am I looking for?" For example "How many Units did we sell in each Region for every Ship Date?": A pivot table usually consists of fields for: Row (e.g. Ship Date) Column (e.g. Region) Data (e.g. Units) These fields were dragged onto the pivot table from a list of available fields. Pivot tables also allow several kinds of aggregations including: Sum (seen in example above) Average Standard Deviation Count The example above found all distinct records for Region. (North, South, East, West) It also found all distinct records for Ship Date. The first data point is 66 and is found by Finding all records where both Region was East and Ship Date was 1/31/2005 Adding the Units of that collection of records together to get a final result. 17 18. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PIVOT TABLES DEMO Drag the headers Who, Week and What into the ROW area Drag the Amount header into the Data area. (Leave the Column area blank for now.) If the Amount tag does not show "Sum of Amount" double-click it and choose the Sum option Finally Excel asks if the table should be placed in a new worksheet. Click OK. The new table looks very much like a sorted version of the original data list except from the automatic subtotals Now comes the cool stuff: Grab the What header in the table and drag it all the way to the left When you drop it here, the table re-sorts and re-sums you have a table of beer costs by person instead Now drag the Week header to the left and you have a weekly report. Double-clicking the headers gives options of showing/hiding specific data (like Empty and Beer, may come in handy) and removing subtotaling for this column Right-clicking gives other options, among them Hide and Show Detail for reading totals only. Another pivot from the same list: Select any item in the original data list Choose the Pivot Table wizard again Drag Who into the Row field, Drag What into the Column field Drag Amount into the Data field. This table is very useful for graphing. 18 19. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SHORTCUTS Keyboard vs. Mouse 19 20. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. BASIC SHORTCUTS Repetitive Actions Control + C Copy Control + V Paste Control + X Cut 20 Text Formatting Control + B Bold Control + I Italics Control + U Underline Error Correction Control + Z Undo Control + Y Redo File Management Control + F Find Control + P Print Control + F4 Close Control + S Save F12 Save As 21. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. DATA SHORTCUTS Alt + A + S = Sort T = filTer M = reMove duplicates E = tExt to columns Alt+E+A+A Clear everything (including formatting) instead of just deleting the value Alt+Enter Move text to the next line within the same cell F2 Edit the current formula (instead of overwriting the value) 21 22. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. NAVIGATION SHORTCUTS Control + A Select All Control + Arrow Jump to end Shift + Arrow Extend Selection Control + Click Select Multiple Shift + Click Select Range Control + PageUp/PageDown Change Sheets Control + Minus Completely remove instead of just delete 22 23. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. NAMED RANGES Dynamic Cell References 23 24. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. NAMED RANGES Named Range Manager Control + F3 Dynamic Charting Offset (move / shrink / stretch) Count (the amount of visible data) Simplified Formulas RevenueRange / Cost Range Instead of A32:A56432 / B32:B56432 24 25. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. AUTOMATION VBA Macros 25 26. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. MACROS / VBA Alt + F11 Record Cleanup Comment Code Help Online Add Images as Buttons 26 27. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. EXAMPLES Combining Mastery Principles in Real Life 27 28. 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. WHAT HAS CHANGED (CREATE A BUNCH OF OTHER SLIDES WITH SPECIFIC USE CASES LIKE THIS) Percentage Change (new / old) 1 Hide columns to avoid distraction Create dropdown For each metric Make tables dynamic Use direct formula Combined with lookup formula (based on drop down) Combined with large/small formulas 28