Work Smarter, Not Harder - Using Google Sheets for PPC
January 10, 2017
Between reporting, analysis, dashboards, and action item lists, we use Excel a lot for PPC. Recently, our team has begun to rely on Google Sheets for items like reporting, dashboards, and even to-do lists and status docs. We’ll go through how to get your data into Google Sheets and how to manipulate it once it’s there.
Want an easy way to get all your PPC data into a Google Sheet? Supermetrics may be your answer!
After installing the Supermetrics add-on, simply click to open the side bar. Then select which platform, account, and metrics you’d like to pull in. Once you create your query, you’ll see an overview that looks like this:
You also have the ability to schedule automatic refresh and emailing so you don’t have to worry about going in and manually telling it to refresh. Also note that you can select multiple accounts, ideal for running reports for clients who have many accounts.
Now you’re probably wondering “cool so I have all the data in Google Sheets….now what?”
Once your data is where it needs to be, building nice dashboards requires some simple IF formulas.
Helpful tip: use the below formula to automatically change the month start and end dates
For some clients, weekly reporting is a grueling and time-consuming task. Especially for reports that are manual in nature, and automated platforms such as Acquisio or Ninjacat cannot be used.
In this instance, the client has over 20 brands, each with their own accounts on four platforms. They need their reporting in a very specific format, one that requires a lot of manual number-pulling. Enter Google Sheets.
With the data sheets automatically updating daily with weekly and month-to-date numbers, we set up the “Weekly Report” sheet to automatically calculate metrics like spend, conversions, CPA, and projected spend. We use a SUMIF formula to sum up metrics based on the campaign name (note: in this case, it’s important to have a consistent naming convention across all campaigns and platforms!).
On another sheet, we want to be able to quickly see the weekly performance by brand. To accomplish this, we create a dropdown menu using Data Validation:
The formulas in this sheet reference the drop-down cell to automatically generate the data, using SUMIFS to match with the campaign name, and the week number.
Integration With Google Data Studio & Other Reporting Platforms
While Google Data Studio might be a great reporting option for some accounts, it doesn’t connect to Bing, Facebook, etc. However, there is a pretty simple workaround using Google Sheets.
Simply select which type of item you’d like to add to your report (table, scorecard, graph, etc.) then click “create new data source”
After you select Google Sheets you’ll be prompted to select which sheet you’d like to use. Data Studio will then automatically import the dimensions and metrics. Easy!
Note: if you’re using date selectors in your Data Studio reports, you won’t be able to use these on data pulled from Google sheets. Label your charts appropriately.
Link Two Sheets Together
Say you’ve got some complicated reporting for a big client. You’ve got part of the report all set up in one Sheet, but need it to be easily accessible in another. This is where =IMPORTRANGE() comes in handy.
The first component of the Import Range formula is the spreadsheet key. Find this value in the URL of the Sheet between /d/ and /edit#. Make sure you put quotes around this, or else you’ll end up with a nice error.
The second component is the range you’d like to import. Format it like this: “Sheet Name!A1:B26”
The data will refresh in the new sheet automatically when the original updates. Pair this with scheduled Supermetrics reports, and you’ve got yourself a nifty automated report.
Using Query Functions
Query functions are massively versatile and can take the place of several other formulas. Say you want an automatically generated list of all the converting keywords in your report.
By writing a simple query function, we’re telling Google Sheets to return everything where column J (total conversion value) is not equal to 0. We also only want to return the top 8 keywords. Instead of writing a formula for every column we want to include, we just write one. Magic!
The one thing to note is that query functions are not compatible with Excel. Bummer, I know. When you export this file into Excel you’ll get something like this:
Status docs are a great way to organize to-do list and notes. Whether you’re using it just for yourself, to share with colleagues, or to share with a client, it’s important to stay organized.
A shared document on the Google Drive is a great way to keep things up to date. Check off action items as you’re doing them so your client doesn’t have to fill your inbox asking for status updates.
For clients that require special reporting, Google Sheets paired up with Supermetrics might be a great choice. While we all love the automated reporting that some platforms provide, sometimes they can be limiting in their abilities.
Google Sheets has some great functionality with query functions and the ease of sharing that make it a great productivity tool. What do you use Google Sheets for?
Browse By Category
Why You Should Test Target ROAS Bidding for Shopping Campaigns
The case for testing Target ROAS bidding for AdWords shopping campaigns, plus tips on how to successfully set up such a test.
10 New Ways to Optimize Paid Search with Call Intelligence
Mobile search drives billions of calls to business each year, and calls convert at a higher rate than digital leads. When properly optimized, calls can have a transformational impact on your bottom line. Join this webinar to learn tactical tips and smart strategies to boost...
Google Adds New Tools to Highlight Physical Store Locations
Buying in-store is still a big deal for shoppers, and Google has announced a few new tools to let physical retailers target those shoppers heading in stores.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Spend Smarter: Identifying Account Opportunities
Explore a method for projecting performance that makes it easier to provide solid budget increase recommendations and also alleviates some stress.
Up and Running with AdWords Add-on for Google Sheets
In this article we will set up for the AdWords add-on for Google Sheets. By the end you'll set up your own reports and automate the data gathering portion of your workflow.
Tackling Facebook Ad Disapprovals
Why your Facebook ad is disapproved and what you can do to fix it and avoid future problems.
Load More »