Linking Up With LinkedIn: A Beginner's Guide
With 106 million monthly active users and just shy of 10% of Americans active during work hours, LinkedIn provides significant value for B2B marketing.
It comes as no surprise to most of you, but we get a lot of mileage out of Excel in PPC. Seeing as how the AdWords and Bing Editors are capable of accepting spreadsheet uploads, and how each interface can turn out roughly a billion Excel-based reports, it doesn’t hurt to brush up on your Excel skills from time to time. While every function listed here isn’t always useful 100% of the time, when you do need them, they’re incredibly handy.
Here are some of our latest tricks (along with some old favorites) that you can use to save yourself some time.
I’ve been getting a lot of use out of VLOOKUP lately. This powerful function can help you correlate large amounts of data from multiple spreadsheets, streamlining both your analytical and practical tasks. How, you ask?
This one has always been a favorite of mine – but here are a few real-life cases where Concatenate has saved my PPC life:
This is an old standby. We’ve discussed how Find and Replace can help you in the past, but I keep coming across instances where the judicious application of Find/Replace can save you a ton of time.
4. LEN & Word Count Formulas
LEN, Excel’s character-counting formula, is obviously pretty helpful when it comes to working with Ad Copy character limitations, but it can also assist you in analyzing the efficacy of long-tail keywords.
This Word Count formula can assist you in doing the same, as well as other functions. For instance: if you’re restructuring an account in such a way that any Exact keyword that is three words or less is also to be added in as a Modified Broad Keyword, the linked formula will identify which keywords meet that criteria. Once they’ve been identified, it’s a simple matter of Copy/Paste, Concatenate, and Find/Replace to finish that task.
5. Pivot Tables
Really? You thought I wouldn’t mention these? Pivot tables are an invaluable tool to any PPC professional – you can slice, dice, and analyze data in countless ways. You can look at Quality Score, Ad Copy Performance, Average Position, Locations, Devices – literally anything that comes in spreadsheet form, you can Pivot table it for valuable insights. Use them!
6. Text to Columns
This function has become infinitely useful as I’ve started to work with Product Listing Ads. Why? Because product targets don’t download from the AdWords interface in a way that will allow you to quickly re-upload them for bid changes.
For those unfamiliar with PLAs, you have to define certain variables on your products to target them – like “brand=Product Brand”. The interface downloads that product target in to one singular cell, but the Editor requires they be split out in to two – one that defines the product targeting conditions (“brand” in this case), and another that defines the product target value (“Product Brand”).
Text to columns will help you split that cell – you can either select a specific character that denotes where to split the cell (we would use the equal sign for that here), or a fixed width at which to split it. Once you’ve completed that step, you’re good to go!
It can also help with other tasks, like splitting out the UTM tags on a Destination URL for further editing, and more. Give it a try!
There are others that we’ve talked about before – I’m a big fan of IF and SUMIF, but I’ll let you folks discuss the benefits of that below. What about you, PPC Heroes and Heroines? Any tips and tricks close to your heart that you’d like to share? Let us know in the comments and, as always, thanks for reading!
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