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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

@SusanEDub #HeroConf

Got Zombie Matching?

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Here’s where you find out

@SusanEDub #HeroConf

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

@SusanEDub #HeroConf

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We’re on our way…

@SusanEDub #HeroConf

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Whoa. Lots of stuff.

@SusanEDub #HeroConf

#HeroConf 8

Look at you, all organized.

@SusanEDub

#HeroConf 9

Heroic Act: Using “Count”

@SusanEDub

As You Grow You Can’t Remember It All

#HeroConf 10

Ad quantity by Ad Group

@SusanEDub

#HeroConf 11

Oops. Time to write some ads.

@SusanEDub

#HeroConf 12

Keyword volume by Ad Group

@SusanEDub

(The agency was terminated.)

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Heroic Act: Using “If”

@SusanEDub #HeroConf

SEOs Still Miss Their Keywords

#HeroConf 14

Paid & Organic Report

@SusanEDub

#HeroConf 15

What it looks like

@SusanEDub

#HeroConf 16

Time to do some replacing

@SusanEDub

Delete “Ad Shown Only” instances

Add a new column: “Organic Stronger”

#HeroConf 17

Using the “If” Function

Admission: Horrible memory for formatting formulas correctly

@SusanEDub

#HeroConf 18

Now it looks like this

@SusanEDub

#HeroConf 19

Insights: Cost Comfort

@SusanEDub

#HeroConf 20

Insights: Effort Focus

@SusanEDub

#HeroConf 21

You’re a hero to clients & SEOs alike

Take that, Google.

@SusanEDub

#HeroConf 22

Heroic Act: Using Text to Columns & Removing Duplicates

Ever feel like this when you pull Search Term reports?

@SusanEDub

#HeroConf 23

Sweep the leg(s), Johnny.

@SusanEDub

1. Negative keyword patterns

2. Content cues

#HeroConf 24

Text-to-wha?

Export search terms.

@SusanEDub

#HeroConf 25

Go through the prompts

“Delimited”

@SusanEDub

“Space”

#HeroConf 26

It looks worse before it looks better…

@SusanEDub

#HeroConf 27

Consolidate terms to one column

• “Remove Duplicates” on each column

• Copy keywords in each column to bottom of Column A.

@SusanEDub

#HeroConf 28

You’ll have one list of Keywords now

• Final “remove duplicates” on Column A.• Arrange alphabetically.• Time to Miyagi-Chopstick some insights…

@SusanEDub

#HeroConf 29

One list, many insights

@SusanEDub

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

#HeroConf 30

Closing Advice

@SusanEDub

Thank You!