Excel Tips for the Time-Crunched Marketer
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This document outlines a webinar on advanced Excel techniques for marketers presented by experts from Supermetrics and Hanapin Marketing. Key topics include reporting tools, account optimization, data analysis, and client audits, emphasizing the effectiveness of automated features and manual adjustments in managing digital marketing campaigns. The presentation also highlights the importance of using tools like Supermetrics for enhanced data visualization and reporting efficiency.
Excel Tips for the Time-Crunched Marketer
- 1. 1 www.dublindesign.com Excel Tips for the Time- Crunched Marketer HOSTED BY:
- 2. Presenters Edward Ford – Marketing Director at Supermetrics – @NordicEdward Briana Ogle – Account Manager at Hanapin Marketing – PPC Hero Blogger – @BrianaOgle2
- 3. Who is Hanapin? The digital marketing experts who create unique solutions to empower you to be the hero at your business. Hanapin also produces PPC Hero and Hero Conf
- 4. Join the Conversation Include the hashtag #thinkppc in your Twitter tweets to send us any questions.
- 5. Agenda ● Reporting ● Account Optimization Tools ● Data Analysis & Visualization ● Client Audits
- 6. Reporting
- 7. Routine reporting • Why Excel • Cross-channel reporting • Conditional formatting • Triggers & Auto-updates
- 8. Why Excel • Analyze big data sets (17179869184 cells) • Powerful features • Online & Offline work • Client reporting & PPT integration
- 10. Cross-channel reporting NO MORE CSV!
- 13. Cross-channel reporting ● Compare channel performance ● Turn insights to action ● Comparable channels (GA v Bing, FB v Twitter) ● Automated daily refresh for morning reports
- 18. Triggers & Auto-updates • Schedule refreshes for reports and send emails with Supermetrics for Excel • Available for daily, weekly, and monthly cycles • Refresh just reports • Refresh reports and send emails
- 20. Optimization Tools: Manual Bids Manual bid adjustments… but WHY? Automated algorithms require of certain level of volume and data before they can run optimally, based on clicks and conversions. Cases for manual bid adjustments ● Newly launched campaigns ● Low volume campaigns ● Tested automated bids and it just didn’t work as well ● Need a higher-level of control
- 21. Optimization Tools: Manual Bids How Hanapin takes the work out of manual bid adjustments: ROAS/CPL + Position Share Index Match
- 22. Optimization Tools: Manual Bids Position share = ((Avg pos*Impr)+(10*Impr lost due to rank))/(Impr lost due to rank + Impr)
- 23. Optimization Tools: Manual Bids Selecting the right amount of data Pull in a custom timeframe based on the size of the account (account spend) utilizing a vlookup for outlined criteria
- 24. Optimization Tools: Manual Bids Accomodating a dynamic date range Supermetrics can pull the data you need when the date range changes by adding a formula into the date range field on the queries tab
- 25. Optimization Tools: Quality Score Reviewing quality score (QS) on multiple levels regularly is an important part of understanding account health Review QS at the keyword, ad group, and campaign levels Evaluate ● Ad Relevance QS ● Landing Page Experience QS ● Expected CTR QS
- 26. Optimization Tools: Quality Score A quick reference of QS by keyword count utilizing pie charts
- 27. Optimization Tools: Quality Score QS over time (a client favorite)
- 28. Optimization Tools: Quality Score QS Distribution: Cost
- 29. Optimization Tools: Quality Score QS Distribution: Keyword count
- 30. Optimization Tools: Quality Score Take the core areas and break them down to the campaign and ad group level ● Overall QS by campaign/ad group ● Ad Relevance QS by campaign/ad group ● Landing Page QS by campaign/ad group ● Expected CTR by campaign/ad group
- 31. Optimization Tools: Quality Score Updating the data I don’t pull any reports when running our QS dashboard, which is 8 tabs of information Add ins → Supermetrics → Refresh all → Tada! The old data is replaced by new, up-to-date data
- 32. Optimization Tools: Budgeting Every account manager needs a budgeting tool that they understand and can rely on Ideally this is a template that can be used across all accounts in an agency setting This can be a little trickier than other tools due to the difference in how individual clients set up their budgets
- 33. Optimization Tools: Budgeting Sometimes budgets need to be separated by category or location which requires pulling data at the campaign or ad group level
- 34. Setting up Supermetrics queries to “split by” breaks out the data however you need it In the future, when the data is refreshed it will keep the same segmented structure Using this feature with sumifs functions allows for splitting of the budgets Optimization Tools: Budgeting
- 35. Optimization Tools: Budgeting Data auto-refresh Set a trigger to refresh daily, weekly, or monthly Emailing Receive an email of the file when the data is refreshed or send it to a client
- 36. Optimization Tools: Scrutineer What is it? The Scrutineer is a tool our analysts built to show why a particular metric has changed over time by looking at causal factors How is it used? It’s used as a starting point of where to look when troubleshooting account performance changes
- 37. Optimization Tools: Scrutineer Example of some of the information the Scrutineer outlines:
- 38. Optimization Tools: Scrutineer Custom date range field options are incorporated into the template settings page Custom dates are often necessary when looking into specific performance changes
- 39. Optimization Tools: Scrutineer Custom date ranges are pulled into the Supermetrics queries tab by setting the date cells equal to the date fields on the settings page
- 40. Optimization Tools: Templating Tool templates that can apply to any account ensures your team will get value out of it Hanapin uses data validation drop downs coupled with formulas in the Supermetrics queries tab to easily switch accounts
- 41. Data Analysis & Visualization
- 42. Data analysis and visualization • Pivot tables • Charts • Auto-refreshed dashboards
- 43. Pivot tables
- 44. Pivot tables
- 45. Tables
- 46. Charts
- 47. Charts
- 48. Charts
- 49. Refresh dashboards • Automate reporting • Schedule refreshes for your charts • Email to colleagues and clients
- 50. Client Audits
- 51. The typical audit client has complex accounts across multiple brands which leads to a lot of data Excel vs. Google Sheets Maximum Limits ● 1,048,576 vs. 40,000 rows ● 16,384 vs. 18,278 columns Regardless of which tool you choose, the closer to the max you get the slower your file will perform Account Audits: Data, Data, Data
- 52. Account Audits: Dynamic Charts Insert charts into Powerpoint from Excel that update when changes are made in the workbook ● Copy the chart in Excel ● Select the paste options in Powerpoint ● Choose link data
- 53. Account Audits Real life example You put together a dashboard of varying information but then the client asks, “what if…” and we need to make adjustments or toggle certain data pieces, such as which goals are used in the analysis
- 54. Account Audits Solution You set your data up using Supermetrics so all you have to do is update the filter for the new goals and refresh all data The data and charts in Excel will automatically update AND your charts in Powerpoint will update too *If you want to use the new data as a comparison make a copy of your Excel book or Powerpoint before refreshing
- 56. Offers! A. I’d like 10% off Supermetrics for Excel annual plan (available only until 3/15) B. I’d like to receive emails keeping me updated on Hero Conf. C. I’d like both. D. No, thanks.
- 57. Thank you for attending our webinar! #thinkppc Contact Hanapin directly: marketing@hanapinmarketing.com Contact Supermetrics directly: edward.ford@supermetrics.com Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf