I Simply Excel

6m 6m 6m
@ecouch11
Eric Couch
Client Dev. & Training Manager
Bing Ads, Microsoft

I Excel, therefore I rock
Learn formatting tricks to make your data easy to read.
Meet your new best friend, the Pivot Table.
Turbocharge the Bing Ads Interface.

I Excel, therefore I rock
Use Power Map to discover the power of predictive marketing.
Combine your formulas to get things done.
Use plugins that go beyond basic Excel functions.

Want to follow along?
Go to this URL and download the file:
http://aka.ms/ISIMPLYEXCEL

Avoid spreadsheet
blindness with
conditional formatting.

The answer:
It’s an Excel function that allows you to format things.
Conditionally.
The question:
What is conditional formatting?

The real answer:
Conditional formatting is a function that
allows you to automatically change the
format of a cell based on values and
parameters that you dictate.

What can it change?
Text color and format.
Cell colors.
Bar graph overlays.
Inserting graphics.

What are our options?
Highlight cells according to values you set.

Highlight cells according to predefined rules.

Layer data bars over your spreadsheet.

Layer color gradients over your spreadsheet.

Insert icon sets in-line with your data.

Create a dayparting heat map
Create an account
report from the
Report Center,
making sure that
the unit of time is
Hour of Day.
Download the
report to Excel.
Make the unit of
time Hour of Day.

To use conditional
formatting
properly, you must
highlight each
column
individually-
otherwise the scale
is thrown off…

Like this.
Instead, if we
highlight each
column individually
and apply the
appropriate color
scale…

We see a more
accurate picture of
account
performance by
time of day,
visualized in heat
map form.

And adding
gradient bars to
your quantitative
metrics provides
even more insight.
So, what should
we do here?

Did you notice this?
Those last two heat maps had something
in common:

Did you notice this?
They both came from
Pivot Tables.

Meet your new
best friend, the
Pivot Table.

A hypothetical situation
Let’s say you need to pull the following report:
Reporting Needs
Keyword Performance Report
6-Month performance broken out by:
• Month
• Match type
• Devices
• Conversions

Typical interface reports
• Too much data
• Same metrics
repeated
• Hard to simplify
The takeaway: this report isn’t actionable.

Enter the Pivot Table
A pivot table is a program tool that allows
you to aggregate and compare data from
selected columns and rows.
You can manipulate to obtain a desired
report.

In English, please?
It’s a reporting tool you can do a bunch of
crazy stuff with.
It’s awesome.

How awesome, you ask?
• Raw output
• No actionable or obvious
insights
• Requires adjustments
and filters to use as a
report
• Summarizes data in easy-
to-digest formats
• Quickly compares subsets
of data
• Reveals patterns and
relations in the data
• Allows for fast analysis

Consider our problem
Rows Values Columns Filters
What am I
trying to
measure?
How am I
measuring it?
How is it
broken out?
Anything to
focus on
specifically?
Which keywords get the most clicks broken out by match type on computers?

In visual form, please?
These four elements…
Build and
define a
PivotTable

Steps to performing a perfect pivot:
1. Determine what the table should display.
2. Select all the data you want to pivot.
3. Navigate to ‘Insert’ > Pivot Table.
4. Choose the location for your table and create it.
5. Drag and drop Field List elements in to place.

1. Determine what the table displays
FILTER COLUMNS
(Empty) (Empty)
ROWS VALUES
Keyword Clicks
Which keywords get the most clicks?
ROWS VALUES

FILTER COLUMNS
(Empty) Match type
ROWS VALUES
Keyword Clicks
COLUMNS
ROWS VALUES
Which keywords get the most clicks broken out by match type?

FILTER COLUMNS
Device Match type
ROWS VALUES
Keyword Clicks
FILTER COLUMNS
ROWS VALUES

2. Select your data
Tip: Grab all the data.
You never know which
fields you might want to
incorporate.

3. Navigate to ‘Insert’>Pivot Table
This will prompt you to choose a location for the new table.

4. Choose table location and create
Typically it’s best to create a
new worksheet for this table.
Hint:

5. Drag & drop Field List elements
These fields are physically moved
into the proper quadrant.
FILTERS Device
COLUMNS Match type
ROWS Keyword
VALUES Clicks

Putting it into practice

Seems pretty basic, right?
Fine. Then I'll show you my very favorite
application for Pivot Tables.
Normalized Quality Score.

What’s the big deal about that?
The problem with a normal pivot table
looking at Quality Score is that it uses
averages.
Averages lie.

Not your average liar
We have five keywords in an Ad Group.
KEYWORD QUALITY SCORE
Keyword 1 10
Keyword 2 10
Keyword 3 3
Keyword 4 10
Keyword 5 10

Technically, this Ad Group has an average
Quality Score of 8.6…
Keyword 1 10
Keyword 2 10
Keyword 3 3
Keyword 4 10
Keyword 5 10

But clearly there’s a problem here, right?
Keyword 1 10
Keyword 2 10
Keyword 3 3
Keyword 4 10
Keyword 5 10

Especially if we have a situation like this.
KEYWORD QUALITY SCORE IMPRESSIONS
Keyword 1 10 100
Keyword 2 10 2,225
Keyword 3 3 10,432
Keyword 4 10 5
Keyword 5 10 62

Okay, we see your point
Luckily, we can tweak our Pivot Table to
identify this issue in our account.
We just need to add some columns to our
data sheet, use a calculated field, and
then sort/filter the result.

Normalized Quality Score
Download a
keyword report
from the Report
center.
Make sure it
includes Spend,
Impressions, and
Quality Score.
Make the
date range
Last 30
Days.

Pivot Table Protip #1
Your Excel spreadsheet was not carved in
stone.
You can change it, or add to it. It’s okay!

Add a column to
the end and title it
QS*Impressions.
For each keyword,
you’ll multiply your
Impressions by
your Quality Score.

Then Pivot Table it.
(Pivot Table Protip #2: CTRL + Shift + arrow keys make selecting Pivot Table data way easier.)

Put your Ad Groups
in the Row field.
Put Average of
Quality Score, Sum
of Impressions, and
Sum of Spend in
the Values field.

Use calculated fields when you’re working
with aggregate derived metrics in a Pivot
Table.
Or for when you want to calculate
something very interesting.

Insert a calculated
field in to your Pivot
Table. You can find
it under “Fields,
Items & Sets” in
the Pivot Table Tools
“Analyze” tab.

For your calculated
field, name it
Normalized
Quality Score. For
the formula, make it:
‘QS*Impressions’
Impressions

Why does this work?
Because we’re looking at this at the Ad Group
level, not just the keyword level.
By weighting for Impressions, we’re able to
quickly identify Ad Groups that have poor
Quality Score keywords driving all the traffic.

Remember this?
This ad group has an average QS of 8.6.
KEYWORD QUALITY SCORE IMPRESSIONS
Keyword 1 10 100
Keyword 2 10 2,225
Keyword 3 3 10,432
Keyword 4 10 5
Keyword 5 10 62

Remember this?
Weighted for Impressions, it’s at a 4.3.
KEYWORD QS IMPRESSIONS QS*Impr
Keyword 1 10 100 1,000
Keyword 2 10 2,225 22,250
Keyword 3 3 10,432 31,296
Keyword 4 10 5 50
Keyword 5 10 62 620

Now you can
analyze your ad
groups by their true
Quality Score, and
quickly determine
where you should
break out your
keywords.

You can actually sort and filter a Pivot
Table by more than just the Row values.
How? Use Sort & Filter on the cell right
next to the top row in your Pivot Table.

Look for the following
A Normalized Quality Score of 4 or below.
Sort descending by Spend.
A large difference between Average QS and
Normalized QS.

Satisfied?
I hope so.
Because otherwise I’ll come back and talk for
another hour about how to Pivot Table 100,000
lines of Salesforce lead data with monthly
campaign performance reports.

How to turbocharge
the Bing Ads Interface
with Excel.

Campaign planner
Check performance data
Identify search traffic trends
View insights by vertical,
product or keywords
Plan campaigns with
better insights.
Monitor marketplace
changes across your
industry.
Discover new
campaign, ad group,
and keyword ideas.

Campaign planner
View performance and
traffic data.
Get vertical and product
insights.
Gain competitive insights
by keyword & industry.
Pin and save favorite terms
and verticals for later use.

Trends by keyword and over time
View keyword/vertical trends and performance data over time by
looking at the Summary tab.

Competitive breakdown
Build a competitive view of the marketplace before you even start
advertising by using the Competition tab.

Bing Ads Auction Insights
Gain actionable insights about your competition
See how your ads compare
to other advertisers.
Monitor the competition
over time.
Discover opportunities by
using 5 key metrics.

5 key Auction Insights metrics
1. Impression share
• Of the available impressions out there, how many did you get?
2. Average position
• Where did your ad show up on the results page?
3. Overlap rate
• How often did you compete against other advertisers?

5 key Auction Insights metrics
4. Position above rate
• How often did other advertisers show up above you?
5. Top of page rate
• How often did either you or your competitors show up in
mainline positions?

Chart your competitive landscape
Troubleshoot and compare your account versus your competition.

Use the power of
predictive marketing
with Power Map.

$74.9B
Second highest spending
period, behind winter holidays.

September 4th, 2014
1,000,000
students

When does the
first day of school
really start?
July 29th, 2015
All 180,000 of Hawaii’s
K-12 Public School students
went back to school.

When does the
first day of school
really start?
August 24th, 2015
All 5,000,000 of Texas’s
K-12 Public School students
went back to school.

When does the
first day of school
really start?
September 8th, 2015
Chicago public schools had
400,000 students go back in
the classroom.

When does the
first day of school
really start?
September 9th, 2015
New York City, the largest
school district in the United
States, had 1,000,000
students back in school.

What does this look like in Excel?
California Wisconsin

What does this look like in Excel?
Number of students going back to school by 1st day
Wisconsin

Back-to-school visualization
Texas
Great
Lakes New
York
Arkansa
s

Example action plan
Tools Power Map, Power BI, Tableau
Ad Copy Back to School
Bids Incremental bids by geo during peaks
Structure Separate for major school districts: TX, NYC, LA

Combine Excel
formulas like a mad
scientist.

Using Excel PPC formulas
Excel is an incredibly versatile tool,
and almost every formula can have
unique PPC applications.
Formulas like…

=IF
For making conditional if/then statements, like:
“If my conversions are greater than 1, then
increase my bid by 10%, otherwise make it 5%.”

=IF
You can also make use of nested if/then
statements for more power, like:
“IF my conversions are greater than 1, AND it’s
below position 3, AND it’s exact, THEN…”

Using new Excel PPC formulas
=IFS
Use IFS if you’re not comfortable with multiple
IF statements in a row.
Like IF you want to increase bids 10% for
multiple conversions, but only 5% for poor
average position.

=LEN
For counting the number of
characters used in a cell…
Like for your ad copy, in this case.

=CORREL (or PEARSON)
Analyzes the positive or negative correlation
in a data set. Use CORREL to determine how
fluctuating campaign spend is impacting your
overall business.

=STDEV
Provides the standard deviation (variance) in a
data set. Useful in comparing your bids vs.
the competition.

=LINEST
Calculates the statistics for a line by using the
"least squares" method. You can use this to
project future performance based on past
metrics.

=CONCATENATE
For combining the contents of one cell with
another…

=CONCATENATE
For combining the contents of one cell with
another… or combining the contents of that
cell with any text string contained in
quotation marks.

=TEXTJOIN
A more powerful form of CONCATENATE.
Allows you to automatically add delimiters,
ignore empty cells, and join arrays of cells
together.
Using new Excel PPC formulas

=SUBSTITUTE
For substituting one character
for another - also useful for creating
modified broad match keywords.

While each individual formula is useful on its
own, by combining them in nested formulas
you can achieve more, faster.
For instance…
Combining Excel PPC formulas

You can combine CONCATENATE and SUBSTITUTE.

And you can also combine IF, CONCATENATE, and SUBSTITUTE.

The problem
Let’s say you need to generate 349,372
keyword-level destination URLs.
They have unique location, ad group, and
product Identifiers.
Do you think you could do that manually?

VLOOKUP = Vertical LOOKUP
If you need to cross-reference a lot of data, this is how you do it.
Note: Or, you know, use INDEX MATCH too.
What’s that?

VLOOKUP:
=VLOOKUP(LOOKUP_VALUE,TABLE_ARRAY,COL_INDEX_NUM,[RANGE LOOKUP])
It looks a little intimidating, so we’ll break it down.
The VLOOKUP formula

VLOOKUP:
What you’re trying to look up.
The VLOOKUP formula

VLOOKUP:
The array of cells you’re targeting for this search – it
contains what you’re trying to look up, as well as any
corresponding values.
The VLOOKUP formula

VLOOKUP:
The specific column you want to pull in on this search.
The VLOOKUP formula

CONCATENATE = Combines cells.
If you need to combine multiple cells…
(Hint: cells that you might have populated with VLOOKUP.)
This is how you do it.
A small reminder

CONCATENATE:
=CONCATENATE(TEXT1,TEXT2…)
It can refer to both cells or strings of text.
Easy enough, right?
The CONCATENATE formula

Combining Excel formulas
Here, we have six
ad groups with six
different keywords,
along with a need
for six different
destination URLs.

We’ve also
prepared a master
list of URLs to
cross-reference
with our ad groups.

We can cross-
reference our ad
groups with our
Master List using
VLOOKUP to get
our URLs in to the
new sheet…

Then use the SUBSTITUTE formula to prepare our campaign and
keyword columns for use with our tracking tags…

And then CONCATENATE these cells together (in order) to create six
unique destination URLs.

Wait, I thought you said combining
Don’t want to take five steps to accomplish one task?
Do it in one formula.

You can also just CONCATENATE these formulas together, doing this
entire process in one step rather than five.
=CONCATENATE(VLOOKUP,”TEXT”,SUBSTITUTE,”TEXT”,SUBSTITUTE)

Time out.
This sounds awfully
complicated. Have you
ever actually used this?

In a word…
That says 18,388 by the way.
YES

Doing the math
18,388
keyword URLs
8 provinces
18,388
keyword URLs
11 cities

Doing the math
349,372
unique keyword URLs generated.
In about a half hour.
(Most of that was spent waiting for the formula to compute.)

Doing the math
All done through
VLOOKUP, SUBSTITUTE, & CONCATENATE.

Use plugins to
go beyond
vanilla Excel.

Bing Ads Intelligence is a powerful
keyword research tool
Create
bulksheets
Easily build
lists
Get insights on
traffic
Get keyword
suggestions

Direct line to Bing Ads
performance data
1

2
Reduce needless overlap
from Google campaigns

3
Determine campaign
positional ‘sweet spot’

4
Refine your targeting scheme
specific to segments that work

5
Get insights you can’t get
from Google tools

Bing Ads Intelligence
makes keyword
research easier

Work with large
keyword lists of up to
200,000 words

Align with Bing Ads policies
by filtering out adult/brand
terms and duplicate
keywords from your results

Perform integrated
research on keyword
and bid estimates

What’s the cost to
advertisers?
$

Demographic
Location
Performance
Device

Downloading and installing
the tool
Log in and navigation
overview
Research options
BAI Output
Getting started with
Bing Ads Intelligence

bingads.com/BAI
Download and install

Specific keyword performance
numbers, demographic information,
positional analysis once keywords
have been chosen
Keyword research options and initial
keyword relationships created here
Bulksheet options for easy importing
Log-in and navigation
Sign-in details
Ability to select specific
accounts for further
research

Use your existing Bing Ads
username or Microsoft account
Sign in to your Bing Ads account.

Keyword Suggestions: Generate a list of suggested keywords based on a term you’ve selected
1. Choose starter term 2. Select ‘Keyword Suggestions’ 3. Review results

Demo
Use Keyword
Suggestions to find
more keywords with
the power of filtering
and sorting within Excel.

Traffic numbers are available for researched terms for a range of dates and device types
Keyword performance details offer insight into how particular terms ought to perform at different
positions, for particular match types, across certain devices.

Get relevant keywords based on a specific webpage
Create a list of additional keywords to expand your list
Generate a list of phrases containing your keyword
Make a list of keywords other advertisers are bidding on
Find search terms that are similar to your keywords

Generate a list of business categories that apply to each keyword
Find locations that had the most searches on specified keywords
Age and gender percentages for keywords over the last 30 days
Keyword bid estimates for mainline and sidebar positions

Keyword research templates: Download templates to
create charts and graphs of your research results

Create bulksheet: Creates a .CSV file
containing keywords suggested by
Bing Ads Intelligence which you
can then import into your Bing Ads
account.

Get keyword
suggestions
What keywords should
I choose?
How much should I bid? Who is searching for
my keywords?
Does search traffic vary
by location?

Keyword research tools
Keyword
suggestions
Traffic Keyword
performance

Cars
Clicks
CTR
Total cost
Impressions
CPC
Avg. Bid

Bid Estimation will tell you how much it costs to get into certain positions
Bid based on position analysis

Demo
Analyze bids by
device and position
with the Keyword
Performance
report.

KEYWORD BID
Target toward advantageous segments

18 - 24 25 - 34 35 – 49 50 - 64 65+
car dealerships

Layer in device data with demographics
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Age18_24 Age25_34 Age35_49 Age50_64 Age65Plus
Tablets
Smart phones
Desktops and laptops

Find demographic
insights on key terms
with the Age &
Gender report.
Demo

car dealerships
28.3%
12.7%
10.1%
5%
11.9%
7.3%
8.1%
5.2%
6%
5.4%

Utilize the Keyword
Categories and
Webpage Keywords
tools to troubleshoot
keywords with a low
Quality Score.
Demo

Is there a way to use Excel to
intelligently determine how to
best spend our advertising budgets?
Can we do this across multiple accounts?
Another question

Another answer
Yes.
(Just not with regular Excel.)

What’s that?
It’s another Excel plugin.
It solves things.

What does it solve?
Equations like “what is my most efficient budget
allocation to maximize conversion volume”.
Specifically, it solves equations that you give it
according to parameters that you set.

Where do you find it?
It’s not included by default, but you can find it
by going to your Excel Options menu, and
then going to Add-Ins.

It’s right here in
the Data tab.

Excel Solver
Once installed, you can do
cool stuff like this:

Excel solved budgets
A mix of Bing and
Google campaigns.
Average daily spend
across all campaigns.
Optimal budget as
found by Excel Solver.

Download a
campaign report
from the Report
center.
Make sure it
includes Avg. CPC,
Cost, Conversions,
and Conv. Rate.
Make the
date range
Last 30
Days.
Include Impression share
lost to budget (%).

You can also include the same
metrics from other accounts
for cross-account
optimization.
Just make sure your
Impression share lost to
budget metrics are all in the
same column.

Find your Average
Daily Spend for each
campaign.
The formula in this
case is:
“Cost/30 Days”

Then, find your Maximum
Possible Daily Spend for
each campaign.
That formula is:
= Average Daily Spend
(1 – Lost Imp. Share)

We’ve found several
campaigns that are
very limited by
budget.
We have an
opportunity to grow
here, but would it be
profitable to do so?

Enter Excel Solver.
Add in three Solver
columns:
• Solved Budget
• Solved Clicks
• Solved Conversions

How it works
Solved Budget is left
totally to Excel Solver, so
leave it blank.

How it works
Solver will take our budgets, and using
our campaign Average CPC, will find
the new click total for each campaign.
That will be your Solved Clicks column.
= (Solved Budget / Average CPC)

How it works
Once you have Solved Clicks, you then
use your Conversion Rate to find the
new Conversion total for each campaign.
That will be your Solved Conversions column.
= (Solved Clicks * Conversion Rate)

Where you say “give me as
many conversions as possible.”
Where you say “do this by
changing my budget.”
Where you say “but make sure
my campaign can actually
spend that.”

Basically, we’ve told
solver to give us as
many conversions as
possible.
Solver fills in the
budget field, which
then populates your
new click and
conversion totals.
The highlighted campaigns
are getting paused.

We can then use those
new budget totals to
effectively reallocate
our spend across all
our PPC campaigns
based on our
conversion metrics.
While others are getting a
budget boost.

Using both Solver and LINEST, you can chart out the potential
gains from increased spend, and even see the point of
diminishing returns.
Plus one more thing
You’re not limited to calculating your
existing budget, either.

That projects to 36 more conversions a month.
That’s a 17.6% increase with no change except budgets.
The takeaway
Just by reallocating our budget, we can gain
1.2 more conversions per day.

Wouldn’t you?
The takeaway
I’ll take that any day.

You Excel, therefore you rock
Conditional formatting makes your data easy to read.
Use Pivot Tables to get insights you can’t find any other way.
Make the most of features like the Campaign Planner and
Auction Insights with Excel.

You Excel, therefore you rock
Gain awesome insights with Power Map to predict your
marketing future.
Combine VLOOKUP with other formulas to get things done.
Use plug-ins like Bing Ads Intelligence and Solver to go
beyond basic Excel functions.

© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other
product names are or may be registered trademarks and/or trademarks in the U.S.
and/or other countries.
The information herein is for informational purposes only and represents the current
view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not
be interpreted as a commitment on the part of Microsoft, and Microsoft cannot
guarantee the accuracy of any information provided after the date
of this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–
REGARDING THEI NFORMATION IN THIS PRESENTATION.

I Simply Excel

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Semelhante a I Simply Excel

Semelhante a I Simply Excel (20)

Último

Último (20)

I Simply Excel