mastering excel for ppc: an advanced series for better marketing results in 2017

Fix These 5 Common

Excel Issues to Achieve Pro Status

Rachael Law– Senior Account Analyst at Hanapin

Marketing

– PPC Hero Blogger– @Law_Rachael

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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.

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Our Clients

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Live Poll Question #1How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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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

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 MadnessPutting it together…


=INDEX(array,MATCH(lookup_value,lookup_array,[match type]))


=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

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

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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

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Live Poll Question #1Are you doing PPC analysis on a Mac or PC?#thinkppc

A. MacB. PC

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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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That’s TOO MANY ROWS! Excel slows WAY down when filtering through thousands of rows.

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The Solution: Excel Pivot Tables

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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

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Grab the necessary columns!• Search Term• Match Type• Added/Excluded• Campaign• Ad Group• Keyword• Clicks• Impressions• Conversions• Cost• Total conversion value (for Ecommerce accounts)

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Step-By-Step – Creating an SQR Pivot TableKEYWORD EXPANSION

OR LIMITED SPEND?

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Do your campaign/ad group names include Brand specification?

Yes? Great!

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No?No problem.1. Add another

column2. Sort for

branded campaigns/ad groups

3. Label them

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CTRL + A

Selects All Consecutive

Cells

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Create a Calculated Field Based On Goals: ROAS or CPL

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Goal Metric

Formula for Metric

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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

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Filter By Value Greater Than 30 (for a site with average traffic levels)

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Limited Spend Example

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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

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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

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Same Search Query – Two Separate Rows!

Discover More Accurate Projections

With Excel Data Tables

Jacob Fairclough– Senior Account Analyst

at Hanapin Marketing

– PPC Hero Blogger– @RealSecretJake

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Our Clients

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Live Poll Question #1How often do you run projections?#thinkppc

A. DailyB. WeeklyC. MonthlyD. Quarterly or YearlyE. Never, I don’t care.

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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

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