To create a paid advert marketing campaign successfully, you want a strong technique for organizing your information and monitoring your advert efficiency.
Excel spreadsheets can just do that.
While a spreadsheet may not look like probably the most intuitive instrument for managing your advertising efforts, there are lots of Excel methods you should use to shortly streamline your information, monitor metrics, and enhance conversions.
There’s no have to be an Excel professional to grasp these methods. All you want is entry to a model of Excel and a want to be taught.
Maybe you’re questioning in the event you ought to trouble studying Excel in the event you 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 provides you a easy but extremely efficient strategy to manage all of your information from varied undertaking administration instruments in a single place. Whether you need 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 might find yourself at an organization that also strictly makes use of Excel for this stuff!
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 improbable (and free) various to Excel. It’s not designed to deal with the large information units you may need to maintain in Excel, akin to key phrase analysis, nevertheless it’s glorious 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 examples right here, however you possibly can, after all, use Google Sheets for many of those duties if that’s what’s accessible to you. You may also take a look at Calc from OpenOffice because the features on supply are very related.
5 Excel Tricks to Use in Paid Ad Campaigns
When creating paid advert campaigns, that you must take into consideration which key phrases to make use of and bid on, tips on how to enhance your click-through price, and tips on how to enhance your conversions as soon as folks land in your web page. What’s extra, you want the means to check totally different advertisements throughout the identical household to verify 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 objective of making a PPC marketing campaign is to get as many clicks and conversions as attainable. How do you maximize your probabilities of success? You first want to decide on the best key phrases.
If you employ key phrase analysis instruments like Ubersuggest, you most likely see a whole lot, if not hundreds, of key phrase solutions. Excel might help you type by this information to determine the key phrases you have to be utilizing.
Depending in your marketing campaign objectives, you possibly can filter the info primarily based on components together with:
- website positioning problem
- price per click on (CPC)
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 advised 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 achieve this, load up the spreadsheet, head to the “Data” tab, and click on the “Filter” choice:
For our instance, let’s filter the key phrases primarily based on website positioning problem. Go to the column header and click on the arrow. From the drop-down menu, uncheck the packing containers for the irrelevant key phrases. They’ll disappear out of your search outcomes so you possibly can concentrate on the essential key phrases:
Once you’ve completed analyzing the info primarily based on one filter, you possibly can shortly swap to a different utilizing this Excel trick.
You may also filter out “negative” key phrases out of your search outcomes. Say you don’t need your PPC advert to seem in search outcomes for “real estate” since you’re not focusing 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 tips on how to create a PivotTable.
What is a PivotTable? Think of it as a type of interactive report. It lets you analyze huge information units and extract vital information to tell your decision-making course of. Here’s what a PivotTable may 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 primarily based. What’s extra, in the event you’re operating a number of advertisements, you possibly can determine if sure demographics are clicking on one advert greater than the others, and so forth.
In different phrases, in the event you’re a marketer attempting to trace your marketing campaign’s success, a PivotTable could possibly be your new greatest pal.
To use a PivotTable successfully, first determine your information supply. You may 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 akin to location, age, and gender, and columns monitoring metrics akin to conversions and impressions.
Highlight the cells containing the info you’re eager about, then go to the “Insert” tab and click on “PivotTable.” Confirm the fields you need to embody to generate your desk.
Next, resolve what information you need to embody in your PivotTable. For occasion, in the event you’re monitoring viewers demographics, have columns for information akin to location, age, and gender.
You additionally want columns for metrics like clicks, impressions, and conversions since you’re attempting to trace efficiency.
Finally, analyze the outcomes and make no matter modifications that you must enhance your conversions and enhance your PPC marketing campaign success.
three. Use VLOOKUP to Track Metrics
Do you need to mix two units of information from totally different spreadsheets or monitoring instruments right into a single sheet? Then that you must take a look at the VLOOKUP operate.
Essentially, VLOOKUP lets you shortly mix a vertical column of information from one spreadsheet into one other. Be conscious: Both information sources should have at the least one column in frequent, or this technique received’t work.
Say you’re wanting for new key phrases for your PPC marketing campaign. You don’t need to duplicate key phrases, so that you’re trying 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 need to fill with contemporary key phrases. Then, choose “VLOOKUP” from the “Formulas” tab.
Next, full the VLOOKUP components. You’ll want 4 issues:
- Lookup Value: This is the worth that each information units have in frequent, akin 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, in the event you’re pulling information from the second column in your desk array, the column quantity is “2.”
- Range: Finally, it’s greatest in the event you preserve the vary “FALSE” to solely pull actual matches.
Once you full the components, the info units merge.
VLOOKUP is fairly technical, so take a look at the Office help web page for extra assist creating your formulation.
four. Use Graphs to Add Visual Elements to Your Ads
Visual advertising works. Visuals can enhance viewers engagement by as much as fourzero %, and 40 % of entrepreneurs imagine that infographics have been their most profitable visible content material.
When you’re creating PPC advertisements, it’s price including unique 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 acquired a PivotTable, it solely takes a couple of clicks to show it right into a chart. Simply click on the “Analyze” tab, choose “PivotChart,” and resolve which chart sort you need to use. That’s it!
Don’t have a PivotTable? Fear not.
First, choose the info you need to embody 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 ideas for customizing your chart.
5. Save Time With Excel Macros
When you create paid advertisements, you usually carry out the identical steps every time. Excel helps you to automate repetitive duties to avoid wasting you time.
How do you automate these duties? Through this neat little Excel characteristic referred to as a macro.
Macros are primarily 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 solutions for paid advert marketing campaign steps you may automate.
- finishing key phrase analysis
- producing new campaigns
- changing information into PivotTables
- constructing new templates
Setting up a macro must be a brief course of, although you possibly can all the time take a look at the Microsoft assist web page in the event you want extra steerage.
First, guarantee you possibly can see the “Developer” tab in Excel. From right here, hit “Visual Basic” after which click on the “Record” button. If you possibly can’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 acquired a macro arrange to make use of everytime you want it.
Before you run an actual and complex macro, strive 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 have to be an Excel professional, both. All that you must know are a couple of easy instructions, and you may be up and operating fairly shortly.
From key phrase analysis to buyer relationship administration, Excel could possibly be the instrument you’re wanting for. Once you’ve tried these Excel methods a couple of instances, 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?