The slidedeck for my presentation at HeroConf 2015 in Portland. In this presentation I go over the various formulas in Excel that I use in managing PPC accounts and making things as efficient as possible. As one of the slides state: 'One does not simply study Excel', this presentation serves the purpose of inspiring people by showing the possiblities and options Excel has to offer (in general and to those in PPC). Ultimate goal would be to have everyone who looked at Excel as 'a problem' to see it as 'the solution to some problems'.

1. Lauryan Feijen | @LauryanF
Online Advertising Strategist | iProspect
Excel(lent) in PPC

2. • Dutch
• PPC since 2009
• Online Advertising Strategist
• Excel & PPC automation nerd
• Music lover & musician
• Husband & dad

3. Excel, a solution to many
problems

6. =LEN(A1)
Returns amount of characters of A1
=TRIM(A1)
Removes unnecessary spaces in A1
=LOWER(A1)
Transforms text to lowercase

7. =SUBSTITUTE(A1;”old text”;”new text”)
Replaces “old text” in A1 with “new text”
=LEFT(A1;# characters), RIGHT(A1;# characters)
Returns # characters from LEFT or RIGHT in A1
=CONCATENATE(A1;B1)
Puts contents of cell A1 and B1 after each other
Bonus =A1&B1 leads to the same result

8. =IF(this is true;then this;otherwise this)
=SUMIFS(what to sum;sum if this;contains this)
=VLOOKUP(look for this;in this table;get data from
column #;broad match?)
=IFERROR(your formula here;show this if error)

10. Ctrl + arrow Move cursor to end of data
Shift Highlights cell
Shift + Ctrl + arrowHighlights to end of data
Ctrl + A Highlights full section
F2 Edit current cell

12. Use filters to quickly categorize the keyword list
Create campaign & adgroup names based on
categories using formulas.
(Ctrl + Shift + L)
Basic
=F2&” – “&G2&” – “&H2&” – Exact”
Better looking
=PROPER(F2&” – “&G2&” – “&H2&” – Exact”)
Advanced
=PROPER(F2&IF(G2="";"";" - "&G2&IF(H2="";"";" -
"&H2))&" - Exact")

13. Use filters to quickly categorize the keyword list
Create campaign & adgroup names based on
categories using formulas.
Keep volume data: create a pivot table to get an
estimate of volume (or cost) per campaign or
adgroup.
Search Volume
Accountant - Exact 1,180
Accountant - Exact 1,010
Accountant - Software - Exact 100
Accountant - Courses - Exact 70
Accounting - Exact 11,630
Accounting - Exact 6,710
Accounting - Software - Exact 3,520
Accounting - Program - Exact 570
Accounting - Courses - Exact 400
Accounting - System - Exact 340
Accounting - Classes - Exact 90
Bookkeeper - Exact 990
Bookkeeper - Exact 950
Bookkeeper - Software - Exact 20
Bookkeeper - Courses - Exact 20
Bookkeeping - Exact 5,630
Bookkeeping - Exact 4,490
Bookkeeping - Software - Exact 820
Bookkeeping - Classes - Exact 90
Bookkeeping - Courses - Exact 80
Bookkeeping - Program - Exact 80
Bookkeeping - System - Exact 70
(blank) 435,090

14. Date
Every day is a number in Excel
1 = January 1st 1900
2 = January 2nd 1900
And so on..
Time
Every hour is 1/24
1,5 = January 1st 1900 12:00

15. A1 = April 27, 2015
=YEAR(A1)
=MONTH(A1)
=WEEKDAY(A1;2)
Weeks start on Sunday in Excel. Use ;2 to start counting from Monday
=EOMONTH(A1;0)
Will show last day in current month. Increase ;0 for future months

16. A1 = April 27, 2015
=TEXT(A1;”formatting goes here”)
“mm” two digit month 04
“mmm” month abbreviation Apr
“mmmm” month fully written out April
“yy” two digit year 15
“yyyy” four digit year 2015
“ddd” weekday abbreviation Mon
“dddd” weekday written out Monday

18. Garbage in is garbage out
Clean up your data
Easy copy / paste of new data:
First columns contain your data,
Last columns contain report data

19. Campaign type segmentation in data
Use good naming convention and MID() formula
Use VLOOKUP() in combination with Taxonomy
sheet
Use IF(ISNUMBER(SEARCH(..))) to identify
campaign types

20. Pivot tables are an easy way to quickly
segment data
Use Pivot tables & Slicers to allow for dynamic
reports

21. SUMIFS() can also be used to generate
dashboards that will automatically update
Slightly more time in setting up, but less work in
maintaining & better looking

22. Monthly forecast
Result MtD + (Last7Days / 7 x DaysLeftInMonth)
Full year forecast
Result YtD + (Last4Weeks / 4 x WeeksLeft)

23. Reality check
(Target – RealisationToDate) / (52 – CurrentWeek)
=
What do we have to realize every week from
now to perform on target.
Bonus: add conditional formatting

24. Display Network Google search Search partners Grand Total
January
Revenue 22,625.97$ 606,472.95$ 20,585.41$ 649,684.33$
Cost 3,739.52$ 57,570.31$ 2,212.06$ 63,521.89$
February
Revenue 22,321.40$ 339,132.34$ 9,026.59$ 370,480.33$
Cost 5,177.74$ 34,149.41$ 1,042.07$ 40,369.22$
March
Revenue 2,426.08$ 339,703.90$ 10,446.59$ 352,576.57$
Cost 1,735.73$ 36,996.23$ 1,217.99$ 39,949.95$
April
Revenue 1,732.27$ 122,752.62$ 3,877.96$ 128,362.85$
Cost 49.57$ 12,796.99$ 534.97$ 13,381.53$
Total Revenue 49,105.72$ 1,408,061.81$ 43,936.55$ 1,501,104.08$
Total Cost 10,702.56$ 141,512.94$ 5,007.09$ 157,222.59$
Revenue Cost
Display Network 49,105.72$ 10,702.56$
January 22,625.97$ 3,739.52$
February 22,321.40$ 5,177.74$
March 2,426.08$ 1,735.73$
April 1,732.27$ 49.57$
Google search 1,408,061.81$ 141,512.94$
January 606,472.95$ 57,570.31$
February 339,132.34$ 34,149.41$
March 339,703.90$ 36,996.23$
April 122,752.62$ 12,796.99$
Search partners 43,936.55$ 5,007.09$
January 20,585.41$ 2,212.06$
February 9,026.59$ 1,042.07$
March 10,446.59$ 1,217.99$
April 3,877.96$ 534.97$
Grand Total 1,501,104.08$ 157,222.59$
Revenue Cost
January 649,684.33$ 63,521.89$
Display Network 22,625.97$ 3,739.52$
Google search 606,472.95$ 57,570.31$
Search partners 20,585.41$ 2,212.06$
February 370,480.33$ 40,369.22$
Display Network 22,321.40$ 5,177.74$
Google search 339,132.34$ 34,149.41$
Search partners 9,026.59$ 1,042.07$
March 352,576.57$ 39,949.95$
Display Network 2,426.08$ 1,735.73$
Google search 339,703.90$ 36,996.23$
Search partners 10,446.59$ 1,217.99$
April 128,362.85$ 13,381.53$
Display Network 1,732.27$ 49.57$
Google search 122,752.62$ 12,796.99$
Search partners 3,877.96$ 534.97$
Grand Total 1,501,104.08$ 157,222.59$
Display Network Google search Search partners Total Revenue Total Cost
Revenue Cost Revenue Cost Revenue Cost
January 22,625.97$ 3,739.52$ 606,472.95$ 57,570.31$ 20,585.41$ 2,212.06$ 649,684.33$ 63,521.89$
February 22,321.40$ 5,177.74$ 339,132.34$ 34,149.41$ 9,026.59$ 1,042.07$ 370,480.33$ 40,369.22$
March 2,426.08$ 1,735.73$ 339,703.90$ 36,996.23$ 10,446.59$ 1,217.99$ 352,576.57$ 39,949.95$
April 1,732.27$ 49.57$ 122,752.62$ 12,796.99$ 3,877.96$ 534.97$ 128,362.85$ 13,381.53$
Grand Total 49,105.72$ 10,702.56$ 1,408,061.81$ 141,512.94$ 43,936.55$ 5,007.09$ 1,501,104.08$ 157,222.59$
Pivot table madness
Same data, different presentation
Mix & match with Rows & Columns
1
2
3
4

26. =PROPER(IFERROR(IF(NOW()>Session
End;”Thank you for your time”;
”Continue”); ”Pretend nothing
happened”))

27. Lauryan Feijen | @LauryanF
Online Advertising Strategist | iProspect