A Match Made in Heaven: AdWords and Excel - Hero Conf 2014

transcript

A MATCH MADE IN HEAVEN:ADWORDS AND EXCEL

APRIL 28, 2014

April 28-30, 2014

WHO ARE YOU?

ERIC COUCHSENIOR PPC ACCOUNT MANAGER,HEAD OF TRAINING@HANAPIN MARKETINGWRITER @ PPC HEROwww.ppchero.com

@ecouch11

ME, MYSELF & EXCEL

(ACCOUNT WORK)

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OVERVIEW

CONDITIONAL FORMATTINGVLOOKUP (& CONCATENATE)EXCEL SOLVERPIVOT TABLES

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THE QUESTION

WHAT IS CONDITIONAL FORMATTING?

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THE ANSWER

AN EXCEL FUNCTION THAT LETS YOU FORMAT THINGS.

CONDITIONALLY.

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THE (REAL) ANSWER

CONDITIONAL FORMATTING IS A FUNCTION THAT ALLOWS YOU TO AUTOMATICALLY CHANGE THE FORMAT OF A CELL BASED ON THE VALUES AND PARAMETERS THAT YOU DICTATE.

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TEXT COLOR AND FORMAT.

CELL COLORS

BAR GRAPH OVERLAYS.

INSERTING GRAPHICS!

WHAT CAN IT CHANGE?

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WHERE DO I FIND IT?

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WHAT ARE OUR OPTIONS?

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HOW DOES IT WORK?

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HOW DOES IT WORK?

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HOW DOES IT WORK?

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HOW DOES IT WORK?

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HOW DOES IT WORK?

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WORKING SMARTER

YOU CAN DO THAT, BUT WHY WOULD YOU WANT TO?

THERE’S A BETTER WAY.

AND THAT WAY IS CONDITIONAL FORMATTING.

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A NEW PROBLEM

LET’S SAY YOU NEED TO GENERATE 349,372 UNIQUE KEYWORD-LEVEL DESTINATION URLs.

THEY HAVE UNIQUE LOCATION, AD GROUP, AND PRODUCT IDENTIFIERS.

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A NEW PROBLEM

WHERE DO YOU EVEN START WITH THAT?

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THE SOLUTION

TRY VLOOKUP.

(AND CONCATENATE.)

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WHAT’S THAT?

VLOOKUP = VERTICAL LOOKUP

BASICALLY, IF YOU NEED TO CROSS-REFERENCE A TON OF DATA…

THIS IS HOW YOU DO IT.

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WHAT’S THAT?

CONCATENATE = COMBINES CELLS

IF YOU NEED TO COMBINE MULTIPLE CELLS…

HINT: CELLS THAT YOU MIGHT HAVE POPULATED WITH VLOOKUP.

THIS IS HOW YOU DO IT.

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THE VLOOKUP FORMULA

VLOOKUP:=VLOOKUP(LOOKUP_VALUE,TABLE_ARRAY,COL_INDEX_NUM,[RANGE LOOKUP])

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THE VLOOKUP FORMULA

THE THING YOU’RE TRYING TO LOOK UP.

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THE VLOOKUP FORMULA

THE CELLS IN WHICH THE THING YOU’RE TRYING TO LOOK UP (AND IT’S CORRESPONDING VALUE) ARE LOCATED.

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THE VLOOKUP FORMULA

THE COLUMN YOU’RE CROSS-REFERENCING.

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CONCATENATE FORMULA

CONCATENATE:

=CONCATENATE(TEXT1,TEXT2…)

...THAT’S PRETTY MUCH IT.

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PUTTING IT IN PRACTICE

SIX KEYWORDS,SIX AD GROUPS,A NEED FOR SIX DEST. URLs.

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THIS IS A SAMPLE MASTER LIST OF ROOT URLS FOR OUR AD GROUPS.

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HERE, WE’VE SIMPLY CROSS-REFERENCED OUR AD GROUP TITLES VIA VLOOKUP TO FIND THE CORRESPONDING URL.

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NOTE: YOU CAN USE THE SUBSTITUTE FUNCTION TO PREPARE OTHER URL ELEMENTS.

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DO THE SAME THING FOR YOUR KEYWORDS…

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AND THEN CONCATENATE THESE ELEMENTS TOGETHER (IN ORDER) TO CREATE YOUR URL.

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WAIT A MINUTE…

THIS IS AWFULLY COMPLICATED.

HAVE I EVER ACTUALLY USED THIS?

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THAT SAYS 18,388 BY THE WAY.

DOING THE MATH

18,388 KEYWORD URLSX 8 PROVINCES

18,388 KEYWORD URLSX 11 CITIES

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DOING THE MATH

= 349,372 UNIQUE KEYWORD URLS GENERATED.

IN ABOUT A HALF HOUR.

MOST OF THAT WAS WAITING FOR THE FORMULA TO COMPUTE.

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DOING THE MATH

ALL DONE THROUGH VLOOKUP AND CONCATENATE.

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INTERMISSION

SO WE’VE TALKED ABOUT REPORTS.

WE’VE TALKED ABOUT URLS.

WHAT ABOUT BUDGETS?

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WHAT ABOUT THEM?

IS THERE A WAY TO INTELLIGENTLY DETERMINE HOW TO BEST SPEND OUR ADVERTSING BUDGET?

CAN WE DO THIS ACROSS MULTIPLE ACCOUNTS?

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IN A WORD…

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MY FAVORITE TRICK

DOWNLOAD AN IMPRESSION SHARE REPORT FROM ADWORDS, AND A SHARE OF VOICE REPORT FROM BING (IF APPLICABLE).

WHAT’S NEXT?

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MY FAVORITE TRICK

EXCEL SOLVER.

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WHAT’S THAT?

IT’S AN EXCEL PLUGIN.

IT SOLVES THINGS.

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WHAT’S THAT?

SPECIFICALLY, IT SOLVES EQUATIONS THAT YOU GIVE IT ACCORDING TO PARAMETERS THAT YOU SET.

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WHAT’S THAT?

EQUATIONS LIKE “WHAT’S MY MOST EFFICIENT BUDGET ALLOCATION TO MAXIMIZE CONVERSION VOLUME”.

IT’S NOT INCLUDED BY DEFAULT, BUT YOU CAN FIND IT BY GOING TO YOUR EXCEL ADD-ONS MENU.

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IT LOOKS LIKE THIS

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THIS THING.

EXCEL SOLVER

ONCE INSTALLED, YOU CAN DO COOL STUFF LIKE THIS:

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EXCEL SOLVED BUDGETS

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A MIX OF BING AND GOOGLE

CAMPAIGNS

AVERAGE DAILY SPEND ACROSS ALL

CAMPAIGNS

OPTIMAL BUDGET AS FOUND BY EXCEL SOLVER

SOURCE: SAM OWEN

PPC HERO – “HOW TO USE EXCEL SOLVER TO OPTIMIZE YOUR CAMPAIGN BUDGETS”http://www.ppchero.com/how-to-use-excel-solver-to-optimize-your-campaign-budgets/

TIME OUT!

HOW DID YOU GET TO THAT POINT?

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STEP BY STEP

GET A CAMPAIGN REPORT FOR THE LAST 30 DAYS.

MAKE SURE YOU INCLUDE AVG. CPC, COST, CONVERSIONS, AND CONVERSION RATE.

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STEP BY STEP

ALSO INCLUDE THE LOST IMPRESSION SHARE DUE TO BUDGET COLUMN.

FOR BOTH SEARCH AND DISPLAY.

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THE REAL DEAL

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STEP BY STEP

FIND YOUR AVERAGE DAILY SPEND FOR EACH CAMPAIGN.

“COST/30 DAYS” IN THIS CASE.

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STEP BY STEP

THEN, FIND YOUR MAXIMUM POSSIBLE DAILY SPEND FOR EACH CAMPAIGN.

= AVERAGE DAILY SPEND (1 – LOST IMP. SHARE)

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THE REAL-ER DEAL

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STEP BY STEP

UNSURPRISINGLY, OUR DISPLAY CAMPAIGNS HAVE A THEORETICAL SPEND CAP OF…

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$TEXAS

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FOR THE RECORD, THAT IS A SATURDAY NIGHT LIVE “CELEBRITY JEOPARDY” JOKE.

SAM OWEN DIDN’T GET IT.

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STEP BY STEP

NEXT, YOU ADD IN THREE SOLVER COLUMNS.

SOLVED BUDGETSOLVED CLICKSSOLVED CONVERSIONS

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HOW IT WORKS

SOLVED BUDGET IS LEFT TOTALLY TO EXCEL SOLVER.

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HOW IT WORKS

SOLVER WILL TAKE OUR BUDGETS, AND USING OUR AVERAGE CPC, WILL FIND THE NEW CLICK TOTAL FOR EACH CAMPAIGN.

THAT’S SOLVED CLICKS.(SOLVED BUDGET * AVERAGE CPC)

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HOW IT WORKS

USING SOLVED CLICKS, YOU THEN USE YOUR CONVERSION RATE TO FIND THE NEW CONVERSION TOTAL FOR EACH CAMPAIGN.

THAT’S SOLVED CONVERSIONS.(SOLVED CLICKS * CONV. RATE)

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THE REALEST OF DEALS

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BEHIND THE CURTAIN

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THE TAKEAWAY

JUST BY REALLOCATING OUR SPEND, WE CAN GAIN AN AVERAGE OF 1.2 CONVERSIONS PER DAY.

THAT PROJECTS TO 36 MORE CONVERSIONS A MONTH, A 17.6% INCREASE WITH NO OTHER CHANGE EXCEPT BUDGETS.

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THE TAKEAWAY

I’LL TAKE THAT ANY DAY.

WOULDN’T YOU?

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ONE MORE THING…

PIVOT TABLES.

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YOU THOUGHT I’D FORGOT

C’MON, THIS IS AN EXCEL PRESENTATION.

I HAD TO AT LEAST MENTION THEM.

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EVERY DAY WE’RE PIVOTING

THEY’RE THE MOST VERSATILE TOOL IN OUR TOOLBOX.

HOW SO, YOU ASK?

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REMEMBER THIS?

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PIVOT TABLE.

AND THIS?

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PIVOT TABLE.

AND THIS?

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PIVOT TABLE.

AND THIS?

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PIVOT TABLE.

THE TAKEAWAY

USE THEM.SERIOUSLY. THEY’RE EVEN GETTING ADDED NATIVELY TO ADWORDS.

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WRAP-UP

CONDITIONAL FORMATTINGVLOOKUP (& CONCATENATE)EXCEL SOLVERPIVOT TABLES

@ecouch11

WHO ARE YOU?

ERIC COUCHSENIOR PPC ACCOUNT MANAGER,HEAD OF TRAINING@HANAPIN MARKETINGWRITER @ PPC HEROwww.ppchero.com

@ecouch11

THANK YOU!

@ecouch11

A Match Made in Heaven: AdWords and Excel - Hero Conf 2014

Marketing