4 Ways to use Excel for AdWords Insights
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Transcript of 4 Ways to use Excel for AdWords Insights
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Be a Hero By Nerding Out in Excel
Susan WenogradTwitter: @SusanEDub
@SusanEDub #HeroConf
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About me
@SusanEDub #HeroConf
10 years in digital marketing, specializing in paid media and email marketingExperience as both client and agency (and agency to agencies)
Brands: CircuitCity.com (R.I.P.), General Motors, and many others
Regular blogger for Raven Tools and Isoosi.com
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Heroic Act: Using Pivot Tables
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Got Zombie Matching?
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Here’s where you find out
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Search term and total spend
Search term and total spend
Search term and total spend
Search term and total spend
Ad Groups term appeared in + spend
Ad Groups term appeared in + spend
Ad Groups term appeared in + spend
Ad Groups term appeared in + spend
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Here’s how you get it
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We’re on our way…
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Whoa. Lots of stuff.
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Look at you, all organized.
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Heroic Act: Using “Count”
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As You Grow You Can’t Remember It All
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Ad quantity by Ad Group
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Oops. Time to write some ads.
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Keyword volume by Ad Group
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(The agency was terminated.)
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Heroic Act: Using “If”
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SEOs Still Miss Their Keywords
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Paid & Organic Report
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What it looks like
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Time to do some replacing
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Delete “Ad Shown Only” instances
Add a new column: “Organic Stronger”
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Using the “If” Function
Admission: Horrible memory for formatting formulas correctly
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Now it looks like this
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Insights: Cost Comfort
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Insights: Effort Focus
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You’re a hero to clients & SEOs alike
Take that, Google.
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Heroic Act: Using Text to Columns & Removing Duplicates
Ever feel like this when you pull Search Term reports?
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Sweep the leg(s), Johnny.
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1. Negative keyword patterns
2. Content cues
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Text-to-wha?
Export search terms.
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Go through the prompts
“Delimited”
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“Space”
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It looks worse before it looks better…
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Consolidate terms to one column
• “Remove Duplicates” on each column
• Copy keywords in each column to bottom of Column A.
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You’ll have one list of Keywords now
• Final “remove duplicates” on Column A.• Arrange alphabetically.• Time to Miyagi-Chopstick some insights…
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One list, many insights
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Negative keyword
Hmm. Consumers care about the material…ad copy & keyword additions!
Ad Group idea & on-site content idea win!
Ad Group for B2C Campaign, negative keyword for this Ad Group
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Closing Advice
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Thank You!