Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017
-
Upload
hanapin-marketing -
Category
Marketing
-
view
561 -
download
2
Transcript of Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017
![Page 1: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/1.jpg)
Fix These 5 Common
Excel Issues to Achieve Pro Status
![Page 2: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/2.jpg)
Rachael Law– Senior Account Analyst at Hanapin
Marketing
– PPC Hero Blogger– @Law_Rachael
#thinkppc
![Page 3: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/3.jpg)
Join the conversation• Include the hashtag #thinkppc in
your Twitter tweets.
Or use the webinar question box to send us questions.
#thinkppc
![Page 4: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/4.jpg)
Who is Hanapin?– Run the world’s most popular PPC
blog and conference.– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a 250% increase in their growth trajectory.
#thinkppc
![Page 5: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/5.jpg)
Our Clients
#thinkppc
![Page 6: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/6.jpg)
Live Poll Question #1How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
#thinkppc
![Page 7: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/7.jpg)
Common Excel Errors
![Page 8: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/8.jpg)
The Error The Meaning The Fix
#NAME? Excel doesn’t recognize text in a formula Ensure your formulas are typed correctly, and that any text is enclosed in quotation marks
#VALUE! Your formula has the wrong type of argument (i.e., a mix of text and numeric fields)
Use functions instead of operators & check that you’re referencing the correct cells
#DIV/0! You tried to divide by zero, oops! This isn’t possible! Insert the IFError function before your formula
#REF! A cell that the formula is referring to is not valid Adjust the formula
#N/A The formula did not find a matching valueThis is common in VLOOKUP functions. Either there is no matching value, or something is up with your formula (likely if all VLOOKUPs
return #N/A)
![Page 9: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/9.jpg)
VLookup
Make sure you are selecting the entire table!
The column that contains the value that you want the formula to return.
![Page 10: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/10.jpg)
VLookup
![Page 11: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/11.jpg)
VLookup
![Page 12: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/12.jpg)
VLookup
Columns E and F should be selected here!
![Page 13: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/13.jpg)
Error Help
Click here for help with errors
![Page 14: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/14.jpg)
Trace Error
![Page 15: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/15.jpg)
Pivot Table Troubles
WINNER
![Page 16: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/16.jpg)
Index Match MadnessThe INDEX Function
Index returns a value when you specify a row number and a column number
Array = the cells where Excel should lookRow number = the row number that contains the valueColumn number (optional) = which column we are concerned with
![Page 17: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/17.jpg)
Index Match MadnessThe MATCH Function
Match returns a row number for the value you specify
Lookup_value = what Excel should search forLookup_array = where Excel should searchMatch_type (optional):• 1 or omitted: finds largest value that’s less than or equal (<=) to the lookup_value• 0: finds the value that is exactly equal (=) to lookup_value• -1: finds smallest value that’s greater than or equal to (>=)
![Page 18: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/18.jpg)
Index Match MadnessThe MATCH Function
Match returns a row number for the value you specify
Lookup_value = what Excel should search forLookup_array = where Excel should searchMatch_type (optional):• 1 or omitted: finds largest value that’s less than or equal (<=) to the lookup_value• 0: finds the value that is exactly equal (=) to lookup_value• -1: finds smallest value that’s greater than or equal to (>=)
![Page 19: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/19.jpg)
Index Match MadnessPutting it together…
![Page 20: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/20.jpg)
Index Match MadnessPutting it together…
=INDEX(array,MATCH(lookup_value,lookup_array,[match type]))
![Page 21: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/21.jpg)
Index Match MadnessPutting it together…
=INDEX(array,MATCH(lookup_value,lookup_array,[match type]))
The MATCH function takes the place of the row number argument in the INDEX function
![Page 22: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/22.jpg)
Index Match MadnessFor more complicated Index Matches with more than 1 criteria
![Page 23: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/23.jpg)
Index Match MadnessFor more complicated Index Matches with more than 1 criteria
When Excel finds a match for both of these criteria, it returns “1”
![Page 24: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/24.jpg)
Cell References
![Page 25: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/25.jpg)
Cell References
![Page 26: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/26.jpg)
Cell References
Whoops, this data was filtered and the formula didn’t quite get the memo!
![Page 27: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/27.jpg)
Cell References
Fix it: Use named ranges
![Page 28: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/28.jpg)
Key Takeaways
![Page 29: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/29.jpg)
1. Use named ranges when possible2. Double check the arguments and their order3. Use Excel help if you get any errors4. Use calculated fields in Pivot Tables
![Page 30: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/30.jpg)
![Page 31: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/31.jpg)
Would you like a whitepaper?A. Get a free copy of “26 Signs You Need
a New Agency”B. No Thanks!
![Page 32: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/32.jpg)
Live Q&A Time!
![Page 33: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/33.jpg)
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
![Page 34: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/34.jpg)
Excel Your Search Query
Reports With These
Must-Have Tips
![Page 35: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/35.jpg)
Alaina Thompson– Account Manager at Hanapin
Marketing– PPC Hero Blogger– Hero Conf London Excel Workshop
Instructor– @AlainaPThompson #thinkpp
c
![Page 36: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/36.jpg)
Join the conversation• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send us questions.
#thinkppc
![Page 37: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/37.jpg)
Who is Hanapin?– Run the world’s most popular PPC
blog and conference.– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a 250% increase in their growth trajectory.
#thinkppc
![Page 38: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/38.jpg)
Our Clients
#thinkppc
![Page 39: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/39.jpg)
Live Poll Question #1Are you doing PPC analysis on a Mac or PC?#thinkppc
A. MacB. PC
#thinkppc
![Page 40: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/40.jpg)
AGENDA1. The Agony of Search Query Reports2. The Solution: Excel Pivot Tables3. Step-By-Step: Creating An SQR Pivot Table4. Limited Spend Example
#thinkppc
![Page 41: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/41.jpg)
THE AGONY OF SEARCH QUERY REPORTS
![Page 42: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/42.jpg)
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Me After The First Few Search Query Reports I Ever Attempted
![Page 43: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/43.jpg)
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
That’s TOO MANY ROWS! Excel slows WAY down when filtering through thousands of rows.
![Page 44: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/44.jpg)
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
![Page 45: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/45.jpg)
The Solution: Excel Pivot Tables
![Page 46: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/46.jpg)
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
![Page 47: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/47.jpg)
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Benefits of SQRs w/Pivot Tables
The Key To Simplicity
• Aggregates search queries
• Clear and simple Sorting
• Eliminates thousands of rows of scrolling
• Find multiple takeaways from the same set of data
![Page 48: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/48.jpg)
Step-By-Step: Creating an SQR Pivot Table
![Page 49: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/49.jpg)
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Grab the necessary columns!• Search Term• Match Type• Added/Excluded• Campaign• Ad Group• Keyword• Clicks• Impressions• Conversions• Cost• Total conversion value (for Ecommerce accounts)
![Page 50: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/50.jpg)
#thinkppc
Step-By-Step – Creating an SQR Pivot TableKEYWORD EXPANSION
OR LIMITED SPEND?
![Page 51: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/51.jpg)
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Do your campaign/ad group names include Brand specification?
Yes? Great!
![Page 52: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/52.jpg)
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
No?No problem.1. Add another
column2. Sort for
branded campaigns/ad groups
3. Label them
![Page 53: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/53.jpg)
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
CTRL + A
Selects All Consecutive
Cells
![Page 54: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/54.jpg)
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
![Page 55: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/55.jpg)
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Create a Calculated Field Based On Goals: ROAS or CPL
![Page 56: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/56.jpg)
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Goal Metric
Formula for Metric
![Page 57: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/57.jpg)
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
![Page 58: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/58.jpg)
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Great ROAS, but it’s unlikely that these search terms will be searched again AND convert at a similar ROAS. Low
impressions = low statistical significance
![Page 59: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/59.jpg)
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Filter By Value Greater Than 30 (for a site with average traffic levels)
![Page 60: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/60.jpg)
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
![Page 61: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/61.jpg)
Limited Spend Example
![Page 62: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/62.jpg)
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Find Search Terms that broadly match to your keywords, but DO NOT meet goals
Ex: These search terms do not hit the 200% ROAS threshold
![Page 63: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/63.jpg)
Key Takeaways
![Page 64: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/64.jpg)
#thinkppc
1. Use pivot tables to aggregate search term statistics across an entire account or set of campaigns
2. Pivot tables eliminate the need to look at EVERY row of an AdWords search query download
3. Create custom columns and use filters to see which search terms truly meet account goals
Key Takeaways
![Page 65: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/65.jpg)
![Page 66: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/66.jpg)
Would you like a whitepaper?A. Get a free copy of “26 Signs You Need
a New Agency”B. No Thanks!
![Page 67: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/67.jpg)
Live Q&A Time!
![Page 68: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/68.jpg)
#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Same Search Query – Two Separate Rows!
![Page 69: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/69.jpg)
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
![Page 70: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/70.jpg)
Discover More Accurate Projections
With Excel Data Tables
![Page 71: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/71.jpg)
Jacob Fairclough– Senior Account Analyst
at Hanapin Marketing
– PPC Hero Blogger– @RealSecretJake
#thinkppc
![Page 72: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/72.jpg)
Join the conversation• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send us questions.
#thinkppc
![Page 73: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/73.jpg)
Who is Hanapin?– Run the world’s most popular PPC
blog and conference.– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a 250% increase in their growth trajectory.
#thinkppc
![Page 74: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/74.jpg)
Our Clients
#thinkppc
![Page 75: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/75.jpg)
Live Poll Question #1How often do you run projections?#thinkppc
A. DailyB. WeeklyC. MonthlyD. Quarterly or YearlyE. Never, I don’t care.
#thinkppc
![Page 76: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/76.jpg)
Those Dreaded QuestionsWhat would Performance look like if,
– We tried to maximize impressions?
– CTRs changed next month?– Impression share was between
-15% and +15% during next quarter?
![Page 77: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/77.jpg)
Why Use Data Tables?
• Data tables allow you to quickly calculate ranges of values.• This removes the need to calculate these values manually and helps you
better outline multiple scenarios.• Best of all, it’s all built in to Excel
![Page 78: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/78.jpg)
Getting Started
Simple, right?
![Page 79: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/79.jpg)
Single Input Table
We use these when we only need to change a single value.– Change in CTR– Change in Conversion Rate– And more!
But the output can be anything!
![Page 80: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/80.jpg)
Setting Up The Variables
Once we know the value we want to calculate, we’ll select the variable to change.
Place that variable in a single column with the desired values for that variable.
![Page 81: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/81.jpg)
Setting Up the Formula
Our top cell in the table is going to be our formula for the current data.
![Page 82: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/82.jpg)
Configuring the Settings
Now we select the data table option and set our column input to the value we want to change. We select column because the variables are in the column. If the table was transposed we’d select row.
![Page 83: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/83.jpg)
OutputExcel will now calculate the same formula substituting our original input cell for the variables in row to the left.
![Page 84: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/84.jpg)
What Happens?
![Page 85: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/85.jpg)
Adding More Outputs
You can set up multiple calculations! Simply insert the formula for each metric and select the entire table than a single column.
![Page 86: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/86.jpg)
Using Two Variables
• What if you want to change two variables?– How would ad testing and CRO
impact our revenue?– How would market changes
lead to different ROAS levels?
![Page 87: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/87.jpg)
Projecting Based on Two Variables
Build your table exactly the same but put a second variable along the top.Insert your formula in the top left corner, the intersection of the row and column.
![Page 88: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/88.jpg)
Calculating Total Revenue
Instead of choosing the column input, we’ll select a row as well. Based on our table. Based on the table we’ll choose CVR as our column and CTR as our row value.
![Page 89: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/89.jpg)
Two Input Table Output
Revenue calculations for each range of CTR and CVR changes.
![Page 90: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/90.jpg)
Tables for Sense Making
This table was used to show what ROAS would be with CVR and AOV improvements.
Based on these numbers, a 20x ROAS seems unrealistic but 6 or under would be possible with successful optimizations.
![Page 91: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/91.jpg)
Key Takeaways
![Page 92: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/92.jpg)
Making Better Projections• Always consider a range of outcomes and scenarios• Use data tables to concisely show multiple outcomes• Treat projections as a loose prediction. Projections may guide your
decisions but they can’t guarantee results
![Page 93: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/93.jpg)
![Page 94: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/94.jpg)
Would you like an offer?A. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
B. No Thanks!
![Page 95: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/95.jpg)
Live Q&A Time!
![Page 96: Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017](https://reader038.fdocuments.net/reader038/viewer/2022110109/5871b7871a28ab55058b4bd5/html5/thumbnails/96.jpg)
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]