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Shortcuts & Winding
Paths: Using Excel to Save Time & Gain
InsightsCarrie Albright Sr. Account Manager, E-Commerce Hanapin Marketing @Albright_C
@Albright_C#StateofSearch @dfwsem
HanapinMarketing
Google, Bing, Moz, Wordstream, etc
SMX, Hero Conf, State of Search, etc
PPC Enthusiast
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Presenting in Excel
Must-haves for any True Excel Nerd
Tricks for the Serious Excel User
Excel Shortcuts for Everyday Use
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Excel Shortcuts
for everyday use
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The Quick ListViewing Your Data
Freeze PanesFilterRemove duplicates
Easy Adjustments
TrimLenProper/lower/upper
Create new content
AnchorsFind & ReplaceTransposeText to columnDisclaimer*
Mac.Excel 2011. Deal.
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The Quick ListViewing Your Data
Freeze PanesFilterRemove duplicates
Text Fix
TrimLenProper/lower/upper
Create new content
AnchorsFind & ReplaceTransposeText to column
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Freeze Panes“Freeze panes” allows you to see any row without losing your column titles.
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Remove Duplicates“Remove
duplicates” deletes
data when
selected columns
match.
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Filter“Filter” allows you to sort and segment data by column.
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The Quick ListViewing Your Data
FilterFreeze PanesRemove duplicates
Easy Adjustments
TrimLenProper/lower/upper
Create new content
AnchorsFind & ReplaceTransposeText to column
@Albright_C#StateofSearch @dfwsem
Trim =TRIM(cell)“Trim”
removes excess
spaces in a cell.
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Len =LEN(cell)“Len” counts the number of characters in the referring cell.
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Proper/Lower/Upper =PROPER(cell)
These formulas
adjust the capitalizatio
n of your cells’
content.
@Albright_C#StateofSearch @dfwsem
The Quick ListViewing Your Data
FilterFreeze PanesRemove duplicates
Text Fix
TrimLenProper/lower/upper
Create new content
AnchorsFind & ReplaceTransposeText to column
@Albright_C#StateofSearch @dfwsem
Anchors
$A12 Anchors corresponding columnA$12 Anchors corresponding row
$A$12 Anchors entire cell
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Find & Replace
Hot Tip: Use * to find variations of this:Bos* -> Replaces entire word containing “bos”*Bos Replaces entire cell containing “bos”
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Transpose
“Transpose” allows you to flip the axes of your data cells.
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Text to columnPro Tip: Once you’ve split your data, remove the delimited Text to Column rule
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@Albright_C#StateofSearch @dfwsem
Must-haves
for any true Excel Nerd
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IFConcatenat
e vs. &
Vlookupvs.
Index Match
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IFIF ERRORIF (and)IF (then)
SUMIFCOUNTIF
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Concatenate vs “&”
=Concatenate(cell1, cell2)=(cell1)&(cell2)
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Vlookup vs Index Match“Vlookup” generates a value based on a reference data set & requested field.
“Index Match” provides a piece of data that meets a request & ties it with corresponding data.
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Vlookup vs Index Match
“Vlookup” generates a value based on a reference data set & requested field.“Index Match” provides a piece of data that meets a request & ties it with corresponding data.
@Albright_C#StateofSearch @dfwsem
@Albright_C#StateofSearch @dfwsem
Tricks for the serious Excel User
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PIVOT TABLES
EXCEL SOLVER MACROS
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Pivot TablesPivot Tables are matrices
that aggregate
common data components.
i.e. Pivot tables are
your bread and butter.
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Pivots – The Next StepPivot Tales can be used to demonstrate performance trends and anomalies.
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Excel SolverSolver shortcuts the calculation process
when generating possibilities.
Often used to estimate new budget allocation.
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What we know1. We’re losing impressions due to constrained budget2. There’s budget to spend3. Cost, Avg CPC, and conversions are coming in --- but there are more sales out there!!
The Question Q: Where should we spend?
Excel Solver – Fast Track
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Excel Solver – Fast Track
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Template Macro
Scary
Multiple outputs
Large scale analysis
Application across varying accounts
Consistent application across accounts
Single output
Recurring tasks
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Template
Add a set of rules or functions from a templated spreadsheet to newly added data.
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Macro Building
Write Your Macro Record Your Macro
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Writing a MacroStep 1: Attend a session based 100% on macro writing.
Step 2: ?
Step 3: Profit
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Recording a MacroStep 1: Plan your macro What will be your final outcome? What story are you hoping the data will tell?Step 2: What data do you need? Create a set of data columns to reference each time this macro will run (or at least a cheat sheet)Step 3: Practice. Review. Practice. Review. Run Macro.
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What to do?Create dataset template.
Move through process steps concisely and accurately.
Tools Macros Record Macro Name Macro.
Save as Macro-Enabled Worksheet. Paste future datasets within this sheet and “Run Macro.”
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Choosing Your Macro
Account Snapshot
Multi-layered optimizations
Generate dataset
Create desired metric
Enact desired formula
Data outputSet time period
Performance by segmentImport into graph
template
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Hey Girl,
How about you keep building those macros while I braid your hair.
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Presenting
in Excel
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Formatting Don’tsDo not, for the love of your fellow
Excel enthusiasts
, leave Default
settings.
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Formatting Do’sAdd custom fonts & colors specific to your brand.
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Formatting Do’sTake advantage of whitespace to provide corresponding analysis.
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Name your Data.
What’s the point, again?
Provide what’s relevant.
Visualization
Give clear direction.
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VisualizationThe CTR
itself can be
further explaine
d by using a
trendline.
Each trendline offers a different view of performance. Most easily understoodare the linear and logarithmic.
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VisualizationUsing
conditional formatting to build a heat map reveals
where consistent
performance is present.
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Visualization
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What’s the point, again?
Visualization
@Albright_C#StateofSearch @dfwsem
Presenting in Excel
Must-haves for any True Excel Nerd
Tricks for the Serious Excel User
Excel Shortcuts for Everyday Use
@Albright_C#StateofSearch @dfwsem
Carrie Albright Sr. Account Manager, E-Commerce
Hanapin Marketing @Albright_C