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When it comes to analyzing and optimizing search advertising campaigns, Microsoft Excel is one of the most powerful tools available, and can be found pinned to just about every search marketer’s taskbar or even home screen. When it comes to visualizing certain complex datasets, however, traditional Excel displays such as graphs, conditional formatting tricks and even pivot tables can only go so far in describing the datasets they’re drawn from.
While these traditional methods are great for discovering trends in simpler dimensions like campaigns, device type or hour of day, they lack the dynamism to visualize trends in complex datasets. Geography, for example, can easily surpass hundreds of thousands of rows when broken out by time or city. Also, before geographies can be analyzed in a manner that makes sense, they must first be manually rather than alphabetically categorized. Here are some examples:
Fortunately for us search marketers, the Excel team has seen the demand for advanced data visualization and built a little gem called PowerMap. With this Excel plugin you can see your search data mapped to any of the geographic levels above, with data visualized in any of 4 different methods: bubbles, heat spots, shaded regions and columns. You can also customize the way these visuals appear; make columns appear wider and stretch higher or turn up the degree to which trends are made apparent in bubbles and heat spots. Additionally, PowerMap provides some unique perks:
Being able to see data arranged naturally in a map-format allows for true analysis of geographic dimensions. Now that we know what it’s capable of, let me show you some search marketing cases for PowerMap, all generated from data available in Bing ads reports:
Search Marketers: if you’ve been dreaming of a way to make quarterly business reviews more engaging, then look no further than PowerMap. This article only covers the basics, but combine PowerMap with an external data pull and dashboard setup, and you just may find yourself promoted to director of SEM before you can say PowerMove.
How can you get this incredible tool?
Here’s a quick video demonstration:
Check out these other articles on Excel PowerMap here and here, find more features from the PowerBI team that brought you PowerMap, and bookmark my previous article on optimizing Bing Ads dimensions (including geography) in Excel. Thanks for reading and happy analyzing! Stay tuned for my next article and in the meantime, I encourage you to connect with me on LinkedIn and reach out with questions and comments!
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