1. DigDB, an Excel Tool for SEM
PANELIST:
Will Lin, Partner, PPCAssociates

2. Agenda
• What is DigDB?
• 3 Examples:
• Find Placements to bid up by multi-condition filtering
• Reconcile conversion data with LeadGen backend by “Join”
• Find Day-Parts to bid up by timestamp “Roll-up” & join.

3. Example#1: Multi-condition filtering
• Find me Placements having good CPA
consistently with room to bid up.
Avg. Pos > 1 (room to bid up)
Clicks> 100 (consistently)
Cost/Conv<$0.30 & Conv>0 (good CPA)

4. AdWords Editor Allow only 2 conditions!
Can’t “Sort” your way out of this!
Other Ad Networks are worse.

5. DigDB Multi-condition filter

6. DigDB Multi-condition Filter

7. DigDB Multi-condition Filter

8. Other frequently needed Filter features:
• Filter by wildcard, e.g. keyword like *contractor*
• Match keywords/placement in one AdGroup
against another AdGroup to remove duplicates
• Nested conditions, e.g. (a>0 AND b<100) OR
(c>10 AND d like *aaa*)

9. Example #2: “Join” feature for reconciling
data between different systems.
Task: rank landing page effectiveness by plugging
in real conversion data from LeadGen backend.
• Compile cost/click data for all URLs
• Retrieve conversions recorded in internal tracking by URLs
• “Join” 2 tables by matching URLs

10. Example #2: “Join” feature for reconciling
data between different systems.

11. Example #2: “Join” feature for reconciling
data between different systems.

12. Example #3: “Roll-up” feature for
aggregating date stamps
Task: find out what hours of a day are the best
conversion time. Bid up on those day parts!
Note: Google doesn’t give you this report.

13. Example #3: Aggregation
• Convert
TimeStamp to
“Hour”.
• Roll up by
“Hour” to get a
count of
conversions by
hour

14. Example #3: “Roll-up” feature for
aggregating time stamps
• Convert
TimeStamp to
“Hour”.
• Roll up by
“Hour” to get a
count of
conversions by
hour

15. Example #3: “Roll-up” feature for
aggregating date stamps

16. Example #3: “Roll-up” feature for
aggregating time stamps
• Final step, join
this table with
the table for
“cost by hour”,
then you get
“cost and
conversion by
hour” report.

17. Q&A
• Questions?
• Want a free license? Email will.lin@gmail.com
• More info at http://www.ppcAssociates.com/