To create a paid advert marketing campaign successfully, you want a stable technique for organizing your information and monitoring your advert efficiency.
Excel spreadsheets can just do that.
While a spreadsheet may not seem to be essentially the most intuitive instrument for managing your advertising efforts, there are various Excel methods you should use to rapidly streamline your information, monitor metrics, and enhance conversions.
There’s no should be an Excel knowledgeable to grasp these methods. All you want is entry to a model of Excel and a need to be taught.
Maybe you’re questioning for those who ought to hassle studying Excel for those who already use different instruments like CRM software program or Google Analytics to handle your advertising campaigns.
Honestly, you most likely ought to.
The humble Excel spreadsheet presents you a easy but extremely efficient approach to set up all of your information from numerous mission administration instruments in a single place. Whether you wish to use your spreadsheet for key phrase analysis otherwise you’re turning information right into a bar chart, there’s an Excel trick to make your job simpler.
Plus, you by no means know: You may find yourself at an organization that also strictly makes use of Excel for these items!
With all this in thoughts, let’s have a look at utilizing Excel to spice up your paid advert or pay-per-click (PPC) campaigns.
Should I Use Excel or Google Sheets?
Excel and Google Sheets aren’t the identical factor.
Google Sheets is a implausible (and free) various to Excel. It’s not designed to deal with the big information units you would possibly wish to maintain in Excel, equivalent to key phrase analysis, but it surely’s wonderful for managing deadlines, analyzing buyer relationship information, and filtering statistics to realize some key insights into your advert efficiency.
I’ll be utilizing Excel to work by means of examples right here, however you may, after all, use Google Sheets for many of those duties if that’s what’s obtainable to you. You may take a look at Calc from OpenOffice for the reason that features on provide are very comparable.
5 Excel Tricks to Use in Paid Ad Campaigns
When creating paid advert campaigns, you want to take into consideration which key phrases to make use of and bid on, how one can increase your click-through fee, and how one can enhance your conversions as soon as individuals land in your web page. What’s extra, you want the means to check totally different advertisements inside the similar household to test for underperforming content material.
Excel, fortunately, might help you deal with all of those points and extra, so listed below are my prime 5 Excel methods you should use to design, monitor, and analyze your paid advert campaigns.
1. Filter and Sort Key Data
As I’ve touched on, the aim of making a PPC marketing campaign is to get as many clicks and conversions as potential. How do you maximize your possibilities of success? You first want to decide on the appropriate key phrases.
If you employ key phrase analysis instruments like Ubersuggest, you most likely see tons of, if not 1000’s, of key phrase options. Excel might help you type by means of this information to determine the key phrases you have to be utilizing.
Depending in your marketing campaign objectives, you may filter the info based mostly on elements together with:
Say you’re making a PPC marketing campaign round video advertising. You enter the key phrase “video marketing” into Ubersuggest. When you click on “View all keyword ideas,” you’ll see 342 prompt key phrases and over 11,000 associated key phrases.
How do you translate this into Excel? First, obtain a duplicate of the key phrases by clicking the “Export to CSV” button:
Now, filter the outcomes to solely see the key phrases most related to you and your marketing campaign. To accomplish that, load up the spreadsheet, head to the “Data” tab, and click on the “Filter” possibility:
For our instance, let’s filter the key phrases based mostly on search engine marketing problem. Go to the column header and click on the arrow. From the drop-down menu, uncheck the containers for the irrelevant key phrases. They’ll disappear out of your search outcomes so you may deal with the vital key phrases:
Once you’ve completed analyzing the info based mostly on one filter, you may rapidly change to a different utilizing this Excel trick.
You may filter out “negative” key phrases out of your search outcomes. Say you don’t need your PPC advert to look in search outcomes for “real estate” since you’re not concentrating on this viewers. Click on “Text filters” from the drop-down menu, then “Does not contain.” Input the phrases “real estate” into the field.
2. Use a PivotTable to Track and Compare Audience Demographics
The subsequent Excel trick I’ll present you is how one can create a PivotTable.
What is a PivotTable? Think of it as a sort of interactive report. It lets you analyze large information units and extract crucial information to tell your decision-making course of. Here’s what a PivotTable would possibly appear to be:
From a advertising perspective, PivotTables are invaluable. They can present you, at a look, who’s clicking in your advert and the place they’re based mostly. What’s extra, for those who’re operating a number of advertisements, you may determine if sure demographics are clicking on one advert greater than the others, and so forth.
In different phrases, for those who’re a marketer making an attempt to trace your marketing campaign’s success, a PivotTable might be your new greatest pal.
To use a PivotTable successfully, first determine your information supply. You would possibly use information from Google Analytics or one other analytics instrument.
Next, import this information into an Excel spreadsheet. The easiest method to do that is by importing a CSV into Excel. To import a CSV into a brand new Excel workbook, merely click on the “Data” tab, then click on “Get External Data” and choose “Text” from the menu choices:
Once you’ve checked the info moved over accurately, create your PivotTable. Include columns for demographic information equivalent to location, age, and gender, and columns monitoring metrics equivalent to conversions and impressions.
Highlight the cells containing the info you’re fascinated about, then go to the “Insert” tab and click on “PivotTable.” Confirm the fields you wish to embrace to generate your desk.
Next, determine what information you wish to embrace in your PivotTable. For occasion, for those who’re monitoring viewers demographics, have columns for information equivalent to location, age, and gender.
You additionally want columns for metrics like clicks, impressions, and conversions since you’re making an attempt to trace efficiency.
Finally, analyze the outcomes and make no matter modifications you want to enhance your conversions and enhance your PPC marketing campaign success.
3. Use VLOOKUP to Track Metrics
Do you wish to mix two units of information from totally different spreadsheets or monitoring instruments right into a single sheet? Then you want to take a look at the VLOOKUP operate.
Essentially, VLOOKUP lets you rapidly mix a vertical column of information from one spreadsheet into one other. Be conscious: Both information sources should have a minimum of one column in frequent, or this methodology gained’t work.
Say you’re trying for new key phrases for your PPC marketing campaign. You don’t wish to duplicate key phrases, so that you’re seeking to see if any of the brand new key phrases you discovered are already in your current key phrase spreadsheet or PivotTable.
You can use the VLOOKUP Excel trick to determine any genuinely new key phrases and import them into your spreadsheet.
First, determine the brand new column in your current spreadsheet that you simply wish to fill with recent key phrases. Then, choose “VLOOKUP” from the “Formulas” tab.
Next, full the VLOOKUP formulation. You’ll want 4 issues:
- Lookup Value: This is the worth that each information units have in frequent, equivalent to a key phrase.
- Table Array: Table array is the vary of columns you’re pulling from.
- Column Number: The column quantity is what column quantity you’re pulling information from. For instance, for those who’re pulling information from the second column in your desk array, the column quantity is “2.”
- Range: Finally, it’s greatest for those who hold the vary “FALSE” to solely pull precise matches.
Once you full the formulation, the info units merge.
VLOOKUP is fairly technical, so take a look at the Office help web page for extra assist creating your formulation.
4. Use Graphs to Add Visual Elements to Your Ads
Visual advertising works. Visuals can enhance viewers engagement by as much as 40 %, and 40 % of entrepreneurs imagine that infographics have been their most profitable visible content material.
When you’re creating PPC advertisements, it’s value including authentic graphics or information visualization instruments, like bar charts or graphs, to doubtlessly enhance your click-through charges and conversions. Luckily, Excel might help you do that.
If you’ve already bought a PivotTable, it solely takes just a few clicks to show it right into a chart. Simply click on the “Analyze” tab, choose “PivotChart,” and determine which chart sort you wish to use. That’s it!
Don’t have a PivotTable? Fear not.
First, choose the info you wish to embrace in your chart, click on “Insert,” then hit the “Recommended Charts” button:
Pick the design you want most and generate the chart:
The Microsoft help web page has extra hints and suggestions for customizing your chart.
5. Save Time With Excel Macros
When you create paid advertisements, you typically carry out the identical steps every time. Excel enables you to automate repetitive duties to save lots of you time.
How do you automate these duties? Through this neat little Excel characteristic referred to as a macro.
Macros are basically automated or recorded sequences. You “record” a set of actions you need Excel to automate, like keystrokes. When you want this motion carried out once more, you merely run the macro, and Excel handles the remainder for you.
Well, there’s no restrict to what you should use them for, however listed below are some options for paid advert marketing campaign steps you would possibly automate.
- finishing key phrase analysis
- producing new campaigns
- changing information into PivotTables
- constructing new templates
Setting up a macro ought to be a brief course of, although you may all the time take a look at the Microsoft assist web page for those who want extra steering.
First, guarantee you may see the “Developer” tab in Excel. From right here, hit “Visual Basic” after which click on the “Record” button. If you may’t see the Developer tab, simply click on the “View” tab and hit “Record Macro” there as an alternative:
Choose a reputation for your macro after which begin recording. Once you click on “OK,” Excel information each motion you tackle the spreadsheet till you hit “Stop Recording.” Now you’ve bought a macro arrange to make use of everytime you want it.
Before you run an actual and complex macro, attempt establishing your personal easy check macro to get a really feel for how they work.
If you’re a marketer, these Excel methods might help you create, monitor, and handle your paid advert campaigns extra successfully than earlier than. There’s no should be an Excel knowledgeable, both. All you want to know are just a few easy instructions, and you might be up and operating fairly rapidly.
From key phrase analysis to buyer relationship administration, Excel might be the instrument you’re trying for. Once you’ve tried these Excel methods just a few occasions, you’ll most likely marvel the way you managed to run your PPC campaigns with out them!
If you want any extra assist with Excel, remember to take a look at Microsoft’s Excel Community help web page.
Have you used any of those Excel methods for your paid advert campaigns?
See How My Agency Can Drive Massive Amounts of Traffic to Your Website
- search engine marketing – unlock large quantities of search engine marketing site visitors. See actual outcomes.
- Content Marketing – our crew creates epic content material that can get shared, get hyperlinks, and appeal to site visitors.
- Paid Media – efficient paid methods with clear ROI.
Book a Call