Advanced Excel - HeroConf Philadelphia

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Advanced Excel

Amy Bishop | @hoffman8Director | Clix Marketing

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Quick About Me

• Director at Clix Marketing• 7 Years in the Industry• Love cat memes. Okay, any memes.• Tweet at me: @hoffman8

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AGENDA

Building ToolsUsing

Add-InsAutomating With Macros

Ways to Spend Your Spare Time

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Formulas & Functions

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My Favorite Excel Features

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Additional Resources & Formula How-Tos Included in the Appendix for Future

Reference!

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Building Tools

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Knowing A Formula Building a Tool

Excel Tools at Your Finger Tips

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Excel Tools at Your Finger Tips

Keyword Health

SQR Analysis URL Builder Excel Plugins

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Keyword Health At a Glance

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Keyword Health Dashboard

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Start With A Simple Keyword Report

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Keyword Health DashboardSimple CountIF formula

=CountIF(Data!P2:P69,”<5”)Translation=CountIF(Column Containing QS, If Less than 5)

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Keyword Health DashboardSimple CountIF formula

=COUNTIF(Data!N2:N69,">4")Translation=CountIF(Column Containing Position, If Greater than 4)

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Simple Average Using the Sum of Clicks / Sum of Impressions

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Simple Average Using the Sum of Cost / Sum of Converted Clicks

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Keyword Health DashboardSimple SUMIF Function

=SUMIF(Data!L2:L69,0,Data!K2:K69) Translation: SUMIF(Check Conversion Column, If Cell Contains 0, Sum Cost)

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Keyword Health DashboardCOUNTIF Function

=COUNTIF(Data!L2:L69,0)Translation: COUNTIF(Conversion Column, If Cell Contains 0)

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=COUNTIF(Data!J2:J69,"<"&J3)Translation: COUNTIF(CTR Column, If Cell Is Less Than The AVG CTR Cell)

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=COUNTIF(Data!M2:M69,">"&N3)Translation: COUNTIF(CPA Column, If Cell Is Greater Than The AVG CPA Cell)

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Create Any Pivots You Might Want

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Create Any Pivots You Might Want

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Pull Pivot Tables Into The Dashboard

Note – I used a cell reference so that when the pivot tables update, the dashboard automatically updates.

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Rinse & Reuse

Simply drop new keyword sheets into the data tab and

refresh the pivots.

The dashboard will update!

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Search Query & Keyword Tool

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Use conditional statements to help dissect keyword research and search query reports.

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Example Scenario:Client = Southawk Nursing School

Target = Students With a Previous Degree Looking for an Accelerated BSN Program

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Conditional Statements For Search Term Reports

Imagine you have thousands of search queries to sort through.PRO: Lots of Data!Con: Can become really tedious and time consuming.

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We can use a simple if statement to see if a term is contained within column A. If so, it will return the word “yes”. If not, “no”.

=IF(ISNUMBER(SEARCH("BSN",A2)),"yes","no")

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=IF(ISNUMBER(SEARCH("BSN",A2)),"yes","no")

Term to look for

Where to Look

If found

If not found

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Conditional Statements For Search Term ReportsColumn F & G contain an And statement to check if both words

are present

=IF(AND(ISNUMBER(SEARCH("bsn",A2)),ISNUMBER(SEARCH("accelerated",A2))),"yes","no")

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Pull Out Negatives & Keywords

If the query doesn’t contain any of the qualifiers, add it to the potential negative list. If it matches a qualifier, do nothing.

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Quickly Sort Suggested Negatives vs. Keywords

Bonus: You Can Even Create a Second Tab To Group Suggested Keywords Into Ad Groups!

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There’s No Replacement For Manual Review

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URL Builders

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URL Builder Build custom URL parameters at the ad or keyword level Great for channels like Gemini that don’t have a separate

tracking template. Can also be used to build tracking templates

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Creating a URL Builder

Populate Variables Scrub The Variables

Build Formula Finalize the URL

Create a Section to populate variables: Campaign, ad group,

URL, Source, Medium

Create fields to remove spaces from variables.

Build a formula to combine variables and parameters

Putting it To Use!

Putting Together a URL Builder

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URL, Source, Medium

Create fields to remove spaces and hyphens from variables.


Create a field to attach the parameters to the URL


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Creating a URL BuilderPopulate the Variables

Copy and Paste Columns A, B, C from your ad upload sheet. Fill in Columns D&E accordingly.

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Creating a URL BuilderPopulate the Variables

Copy and Paste Columns A, B, C from your ad upload sheet. Fill in Columns D&E accordingly.

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URL, Source, Medium

Create fields to remove spaces from variables.


Putting it to use!


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Creating a URL BuilderScrub the Variables

Using a Simple Substitute Function, We Tell Excel To Replace All Spaces In the Campaign & Ad Group Names with Plus Signs.

=Substitute(A2,” “,”+”)=Substitute(Cell Reference, Old Value, New Value)

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Creating a URL BuilderScrub the Variables

Campaign and Ad Group Names Are Ready to Be Injected Into URLs.

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URL, Source, Medium



Putting it to use!


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Creating a URL BuilderBuild the Formula

Consider all of the parameters that need to be built. For the purposes of this example, we have these:

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So We’ll Use a Fairly Simple, Albeit a Little Long, Concatenate Formula to Pull it All Together.

=CONCATENATE(C2,"?utm_source=",D2,"&utm_medium=",E2,"&utm_campaign=",G2,"&v=",D2,"&cam=",G2,"&ag=",H2,"&st={keyword}&adposition=

{adposition}")

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So We’ll Use a Fairly Simple, Albeit a Little Long, Concatenate Formula to Pull it All Together.

=CONCATENATE(C2,"?utm_source=",D2,"&utm_medium=",E2,"&utm_campaign=",G2,"&v=",D2,"&cam=",G2,"&ag=",H2,"&st={keyword}&adposition=

{adposition}")

Final URL Source Medium

Scrubbed Campaign Scrubbed Ad Group

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URL, Source, Medium



Putting it To Use!


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Creating a URL BuilderPutting it to Use!

Simply Take Your Formula Column and Paste It Into Your Ad Upload Sheet!

Notes: 1.Make sure to never use the sort function in this spreadsheet, so that you don’t disrupt the order of the URLs.2.Make Sure To Paste Special, Values

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Excel Plugins

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Haven’t Tried Add-Ins?

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Excel Solver

Solve for One Value in Order To Maximize Another

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Excel Solver: Optimal Budgets

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We have a total budget of $1.6mil but need to figure out how allocate that to drive the most profit.

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Excel Solver: Optimal BudgetsGo to the File Tab,

click “Options” from the left-hand menu.

Click Add-Ins from the Pop-Up Window.

Select “Solver Add-In” and click “Go”

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Excel Solver: Optimal BudgetsIn Order For Solver to Work, We Need to Set Some Parameters

Our objective is to maximize total profit by changing the budget variables.

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The constraints are that the total budget must equal $1,600,000 and each quarter must bring in $150,000 in profit or more.

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BeforeAfter

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Before: $990,775 ProfitAfter: 1,037,884 Profit

_____________________Difference: +$47,109 Profit

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Excel Solver: Optimal CPA

At some point, capping CPA also caps volume.

If CPA increases could also lead to volume increases, use Excel Solver to determine the

CPA to bring in max profit.

After:

Before:

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Power Maps Add-In

Visualize Geographic Data

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Power Maps

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Power MapsStep 1: Add Geographic Data & Format as an Excel table

Tip: I added a “value” column based upon the lead value and volume minus cost.

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Power MapsStep 2: Select The Data and Click “Map” > “Launch Power Map” >

on the “Insert” tab.

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Power Maps

Step 3: Choose the Metrics to Map along with your chart type.

Chart Types

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Power MapsThe result: a map of total value by geography.

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Bing Ads Intelligence

Supercharge Your Efforts with Bing Ads’ Excel Add-In

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Bing Ads Intelligence

So many options!

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Why Not Just Use Interface Tools?

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Choose Campaigns and Download Stats Directly Into Excel

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Keyword Suggestions

• Max Number of Keywords• Exclude or Include Brand• Customize the Suggestions

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Keyword Research

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Automate Routine Tasks

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Quick Poll

How many people use macros?

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Set Up A MacroStep 1: Begin Recording

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Set Up A Macro

Step 2: Take Whatever Steps You Normally Would To Set Up Your Spreadsheet

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Set Up A MacroStep 3: Stop Recording

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Reuse The MacroNext time you need to perform that analysis …

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Use Subtotals To Find Query Mapping Issues!

Search Engine Land: Why Query Mapping Matters

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Subtotals for Search Queries

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Sort by Search Term

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PAGE 87

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Sort By The Ad Group Subtotal

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Click the 3 To Expand Your Data

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Quickly Identify Trouble Areas

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6 Steps – But If You Create a Macro It Will Be Automated For Future Use!

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Your Challenge:

Think of ways that you can build tools to streamline common analyses, reports and

tasks.

Think of common, recurring actions that you can automate.

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Things to Do With Your Spare Time

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When I Learn a New Excel Trick:

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Spend More Time On YouTube

(And tweet me the videos worth watching!)

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Go to More Conferences!

Meme Credit: Kirk Williams @ppckirk (Follow him. There are plenty more where this came from.)

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Do More Work!

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Thank You!

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CONTACT INFO

CLIX MARKETINGP.O. Box 4186Lousiville, KY, 40204

Tel: 502.442.2776Web: clixmarketing.com

@hoffman8

[email protected]

@ClixMarketing

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Appendix

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How-To’s & Resources• Handy Excel Formulas & Features That You Should

Know (shortcuts, concatenate, vlookup, substitute, text-to-columns, character counts, conditional formatting and character counts)

• Using IF Formulas• CountIf Formula• Creating Conditional Logic• How to Run a Macro• Pivot Tables!• The Subtotal Function

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Learning & Resources• Excel Blog• YouTube: Excel is Fun• YouTube: Excel TV• AimClear: Deep in The Sheets• 50 (mostly) Free Excel Add-Ins• More Excel Add-Ins• 5 Blog Posts to Expand Your Excel Expertise• Free Power BI Trial

• Tweet Frances @FrancesDR for access to the Power BI Bing Add-In in Pilot