Professional Documents
Culture Documents
Googles Enhanced
Your PPC Life
Written by Rachael Law
Cam-
Account Analyst
paigns -
5 things
you need to know hanapinmarketing.com
34 Excel Tricks To Save Your PPC Life
Use It For:
Dayparting
Visualizing data
TRICK #3 VLOOKUP
I use VLOOKUP very frequently to (you guessed it) look up a value on a separate sheet in my
workbook. This is great for compiling data from two different reports.
hanapinmarketing.com
34 Excel Tricks To Save Your PPC Life
Use It For:
Making keywords BMM (Find and Replace with +)
Keyword buildouts
Changing URLs
hanapinmarketing.com
34 Excel Tricks To Save Your PPC Life
Use It For:
Ad writing
TRICK #7 TEXT-TO-COLUMN
Text-to-column is a neat little tool to help you separate data thats contained in one column. Two of
the most practical uses I have found for this function are manipulating destination URLs and splitting
campaign names.
For example, if I structure my account like this: State Theme Match Type, then I can use Text-to-
column to easily pivot my data by one of the three categories.
Youve probably wondered what that little paintbrush icon is up in your toolbar in Excel. This tool
allows you to copy the formatting from one (or many) cells and copy it to another.
Helpful hint! Double-click the icon and you can paste the hanapinmarketing.com
Use It For:
Viewing large amounts of data
Making reports more client friendly
Navigate to: Tools > Customize Keyboard, then scroll through the various categories of available
shortcuts.
Use it for:
Freeze panes, format painter
Charts and Graphs are great to show to clients, and can be very helpful in recognizing trends to
figure out whats happening in your account. Select the data you want to represent in a graph or
chart, and select the chart layout you want.
Use it for:
Visualizing data
Creating client-facing reports
Analyzing your account and uncovering trends
hanapinmarketing.com
34 Excel Tricks To Save Your PPC Life
hanapinmarketing.com
34 Excel Tricks To Save Your PPC Life
Use it for:
Analyzing your whole account!
hanapinmarketing.com
34 Excel Tricks To Save Your PPC Life
Use this for sifting through keyword reports, campaign reports, or any other report you might export
from AdWords and/or Bing.
Use it for:
Ad writing
Double checking client-facing reports
Use it For:
Ad writing
Use It For:
Ad Writing
hanapinmarketing.com
34 Excel Tricks To Save Your PPC Life
hanapinmarketing.com
34 Excel Tricks To Save Your PPC Life
The most frequent use of grouping that Ive seen is calculating your optimal average position. To do
this, download a campaign or keyword report segmented by week (or day). Then, create a pivot table
with Average Position as your Row Label. Then select the rows, right click, and click group.
hanapinmarketing.com
34 Excel Tricks To Save Your PPC Life
Heres an example of an ad writing template that automatically has length counters that are
conditionally formatted to turn red if your line is over the character limit.
hanapinmarketing.com
34 Excel Tricks To Save Your PPC Life
Use it for:
Calculating campaign budgets
In this example, Ive nested an AND function inside of the IF function. We want both the number
of conversions to be greater than 1, and CPL to be below $40 for the keyword to get a 10% bid
adjustment. Keywords that either have a CPL over $40 or have spent over $99 without
converting get a -10% adjustment.
hanapinmarketing.com
34 Excel Tricks To Save Your PPC Life
Luckily, Excel makes it very simple to name ranges. Simply select your data, navigate to the Formulas
tab, and select the Create from Selection button.
From here, check the Top row box to indicate where your desired names are located.
Now you can easily write formulas using the column names, rather than cell references (think clicks
vs. B3).
hanapinmarketing.com
34 Excel Tricks To Save Your PPC Life
If youd like to edit your named ranges at any point, navigate to the Formulas tab again and click the
Define Name button. This will prompt a pop up menu that shows each name and the associated
range of cells.
This definitely comes in handy when you start building complicated formulas, such as advanced bid-
ding worksheets.
hanapinmarketing.com
34 Excel Tricks To Save Your PPC Life
This opens up a menu, where you can select which dimension youd like to filter by. Now youve got a
simple way to filter your pivot table with a click of a button.
The slicer (shown here on the right of the pivot table) allows you to select a campaign to view (or
multiple campaigns!) by date.
hanapinmarketing.com
34 Excel Tricks To Save Your PPC Life
Example:
You can just type them in your formula using quotation marks:
Alternatively, you can reference a cell, just be sure to use & to attach the wildcard to the text youre
referencing in another cell.
hanapinmarketing.com
34 Excel Tricks To Save Your PPC Life
Without the space in *CAN *, the campaign: US Cantines Search would also have been
vincluded in this filter, which is incorrect, because what were really filtering for is Canada campaigns.
hanapinmarketing.com
34 Excel Tricks To Save Your PPC Life
In this example, we want to create a list of the top spending keywords with zero conversions, and sort
them largest to smallest with the Large function. By using an array, Excel treats the columns from our
original keyword data sheet as arrays, and does all the calculations behind the scenes to properly
rank them.
hanapinmarketing.com
NEED BETTER PPC RESULTS?
Get a Free Account Analysis From Hanapin Marketing.
www.HanapinMarketing.com
812.330.3134
REQUEST AN ANALYSIS
Hanapin Marketing is a paid search agency based in Bloomington, Indiana. Founded in 2004, the company
hanapinmarketing.com
manges & optimizes clients paid search programsincreasing sales while simultaneously decreasing budgets.
From ad copy composition to keyword research to landing page optimization, Hanapins core objective is to
maximize our clients return on investment.