37. @hoffman8
KeywordExpansion
Use a simple concatenate function to create
Exact and Phrase match columns.
Tip: use Char(34)for concatenating quotation
marks.
Example:
=CONCATENATE(CHAR(34),TRIM(A2),CHAR(34))
39. @hoffman8
KeywordExpansion
Optional Next Steps:
1. Repeat the process of defining a name for the array & using an index formula to
pull all of the data into a single column.
2. Can use the tool we covered in the last section to group by themes for ad groups
and campaigns
55. @hoffman8
ExcelSolver:SetUpParameters
Cell to try to improve (ROAS in this case)
Cell(s) to change in order to improve target cell
(monthly budgets)
Constraints (rules that must be followed)
• Each month must have at least $150k budget
• No month should have more than $225k budget
• Nov & Dec cannot have more than $190k
• Total budget must be less than $2.5mil
Goal (Max ROAS)
59. @hoffman8
ExcelSolver:Learnings
1. Excel solver is great for complex decisions using logic.
2. Test a few different scenarios.
3. Start with some constraints, then test and add more
constraints as needed.
60. @hoffman8
ExcelSolver:OptimalCPA
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:
67. @hoffman8
SavingAMacro
To Save the Macro
in this File Only
Store the macro in this
workbook & Save the file as
.XLSM
To Save this Macro for
Use in Multiple Files
Store the MACRO in your
personal workbook
78. @hoffman8
6 Steps – But If You Create a Macro It Will Be Automated
For Future Use!
79. @hoffman8
Takeaway
If there’s a task you arerepeatedly executing, find a way to automate it:
• Build Tools from Formulas
• Use Add-Ins
• Build Tools with Macros
84. @hoffman8
Thank You!
Appendix Contains:
• Formula How-To’s
• 50+ Plug-ins to check out
• Power Maps Tutorial
• URL Builder Tutorial
• URL Builder Google Sheets Link
89. @hoffman8
How-To’s
• 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
• How to Run a Macro
• Pivot Tables!
• 5 Blog Posts to Expand Your Excel Expertise
• Analyze competitors with Excel
90. @hoffman8
Learning Resources
• Excel Blog
• YouTube: Excel is Fun
• YouTube: Excel TV
• AimClear: Deep in The Sheets
• 50 (mostly) Free Excel Add-Ins
93. @hoffman8
CreatingaURLBuilder
Build custom URL parameters at the ad or keyword level
Great for channels that don’t have a separate tracking
templates and/or auto-tagging
Can also be used to build tracking templates
94. @hoffman8
CreatingaURLBuilder
PopulateVariables ScrubTheVariables
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 itTo Use!
PuttingTogether a URL Builder
96. @hoffman8
Scrub theVariables
Using a simple substitute function, we can tell excel to replace all spaces in the campaign &
ad group names with plus signs.
=Substitute(text, old text, new text)
Content to update Part to replace Replace with
CreatingaURLBuilder
98. @hoffman8
Build the Formula
So We’ll Use a Fairly Simple, Albeit a Little Long, Concatenate Formula to Pull it All
Together.
=SUBSTITUTE(CONCATENATE(F5,"&utm_source=",A5,"&utm_medium=",B5,
”&utm_campaign=",C5,"&utm_content=",D5,"&",E5)," ","+")
Replace
With +
Replace
spaces
Scrub &
Replace
spaces
Check within these parentheses for
spaces to replace
Concatenate URL parameters & the
contents of the variable cells
CreatingaURLBuilder
101. @hoffman8
PowerMaps
Step 1: Add Geographic Data & Format as an Excel table
Tip: I added a “value” column based upon the lead value and volume minus cost.