Tricks for Creating Paid Ad Campaigns

To create a paid advert marketing campaign successfully, you want a stable approach for organizing your statistics and monitoring your advert performance. 

Excel spreadsheets can do simply that.

While a spreadsheet may not look like the maximum intuitive device for handling your advertising efforts, there are numerous Excel hints you may use to quick streamline your statistics, music metrics, and enhance conversions. 

There’s no want to be an Excel professional to grasp those hints. All you want is get admission to to a model of Excel and a choice to learn. 

Maybe you’re thinking in case you need to trouble gaining knowledge of Excel in case you already use different equipment like CRM software program or Google Analytics to manipulate your advertising campaigns. 

Honestly, you possibly need to. 

The humble Excel spreadsheet gives you a easy but tremendously powerful manner to arrange all of your statistics from numerous undertaking control equipment in one place. Whether you need to apply your spreadsheet for key-word studies or you’re turning statistics right into a bar chart, there’s an Excel trick to make your process easier.

Plus, you in no way understand: You should grow to be at a organization that also strictly makes use of Excel for those things!

With all this in mind, let’s study the use of Excel to enhance your paid advert or pay-in step with-click on (PPC) campaigns.

Should I Use Excel or Google Sheets? 

Excel and Google Sheets aren’t the identical thing. 

Google Sheets is a fantastic (and free) opportunity to Excel. It’s now no longer designed to deal with the sizable statistics units you would possibly need to keep in Excel, together with key-word studies, however it’s outstanding for handling deadlines, studying client courting statistics, and filtering data to benefit a few key insights into your advert performance.

I’ll be the use of Excel to paintings thru examples right here, however you may, of course, use Google Sheets for lots of those responsibilities if that’s what’s to be had to you. You also can test out Calc from OpenOffice because the capabilities on provide are very similar.  

Excel Tricks to Use in Paid Ad Campaigns

When growing paid advert campaigns, you want to consider which key phrases to apply and bid on, a way to increase your click on-thru rate, and a way to boom your conversions as soon as humans land to your page. What’s greater, you want the manner to evaluate unique advertisements inside the identical own circle of relatives to test for underperforming content material. 

Excel, thankfully, permit you to address all of those troubles and greater, so right here are my pinnacle 5 Excel hints you may use to layout, music, and examine your paid advert campaigns.    

1. Filter and Sort Key Data

As I’ve touched on, the purpose of making a PPC marketing campaign is to get as many clicks and conversions as possible. How do you maximize your probabilities of success? You first want to pick out the proper key phrases. 

If you operate key-word studies equipment like Ubersuggest, you possibly see hundreds, if now no longer thousands, of key-word tips. Excel permit you to type thru this statistics to become aware of the key phrases you need to be the use of. 

Depending to your marketing campaign goals, you may clear out out the statistics primarily based totally on elements including:

Say you’re growing a PPC marketing campaign around video advertising. You enter the key-word “video advertising” into Ubersuggest. When you click on “View all key-word ideas,” you’ll see 342 recommended key phrases and over 11,000 associated key phrases. 

How do you translate this into Excel? First, down load a copy of the key phrases via way of means of clicking the “Export to CSV” button:

Now, clear out out the effects to handiest see the key phrases maximum applicable to you and your marketing campaign. To do so, load up the spreadsheet, head to the “Data” tab, and click on the “Filter” option:

For our example, let’s clear out out the key phrases primarily based totally on search engine marketing difficulty. Go to the column header and click on the arrow. From the drop-down menu, uncheck the packing containers for the inappropriate key phrases. They’ll disappear from your seek effects so that you can consciousness at the crucial key phrases:

Once you’ve completed studying the statistics primarily based totally on one clear out out, you may quick transfer to any other the use of this Excel trick.  

You also can clear out out out “negative” key phrases out of your seek effects. Say you don’t need your PPC advert to seem in seek effects for “actual estate” due to the fact you’re now no longer concentrated on this target target market. Click on “Text filters” from the drop-down menu, then “Does now no longer contain.” Input the words “actual estate” into the box. 

2. Use a PivotTable to Track and Compare Audience Demographics

The subsequent Excel trick I’ll display you is a way to create a PivotTable. 

What is a PivotTable? Think of it as a type of interactive report. It permits you to research huge statistics units and extract crucial statistics to tell your decision-making process. Here’s what a PivotTable may look like:

From a advertising perspective, PivotTables are invaluable. They can display you, at a glance, who’s clicking to your advert and wherein they’re primarily based totally. What’s greater, in case you’re walking more than one advertisements, you may become aware of if sure demographics are clicking on one advert greater than the others, and so on. 

In different words, in case you’re a marketer seeking to music your marketing campaign’s success, a PivotTable may be your new exceptional friend.

To use a PivotTable successfully, first become aware of your statistics source. You may use statistics from Google Analytics or any other analytics device. 

Next, import this statistics into an Excel spreadsheet. The simplest manner to do that is via way of means of uploading a CSV into Excel. To import a CSV right into a new Excel workbook, clearly click on the “Data” tab, then click on “Get External Data” and pick out “Text” from the menu options:

Once you’ve checked the statistics moved over correctly, create your PivotTable. Include columns for demographic statistics together with location, age, and gender, and columns monitoring metrics together with conversions and impressions.

Highlight the cells containing the statistics you’re involved in, then go to the “Insert” tab and click on “PivotTable.” Confirm the fields you need to encompass to generate your table. 

Next, determine what statistics you need to encompass on your PivotTable. For instance, in case you’re monitoring target target market demographics, have columns for statistics together with location, age, and gender. 

You additionally want columns for metrics like clicks, impressions, and conversions due to the fact you’re seeking to music performance.

Finally, examine the effects and make anything modifications you want to boom your conversions and enhance your PPC marketing campaign success. 

3. Use VLOOKUP to Track Metrics

Do you need to mix units of statistics from unique spreadsheets or monitoring equipment right into a unmarried sheet? Then you want to test out the VLOOKUP function.  

Essentially, VLOOKUP permits you to quick integrate a vertical column of statistics from one spreadsheet into any other. Be aware: Both statistics sources need to have as a minimum one column in common, or this technique won’t paintings. 

Say you’re searching out new key phrases on your PPC marketing campaign. You don’t need to replicate key phrases, so that you’re trying to see if any of the brand new key phrases you determined are already to your current key-word spreadsheet or PivotTable. 

You can use the VLOOKUP Excel trick to become aware of any without a doubt new key phrases and import them into your spreadsheet.   

First, become aware of the brand new column on your current spreadsheet that you need to fill with clean key phrases. Then, pick out “VLOOKUP” from the “Formulas” tab.

Next, entire the VLOOKUP formula. You’ll want 4 things:

  • Lookup Value: This is the cost that each statistics units have in common, together with a key-word.
  • Table Array: Table array is the variety of columns you’re pulling from. 
  • Column Number: The column wide variety is what column wide variety you’re pulling statistics from. For example, in case you’re pulling statistics from the second one column on your table array, the column wide variety is “2.” 
  • Range: Finally, it’s exceptional in case you preserve the variety “FALSE” to handiest pull precise matches.

Once you entire the formula, the statistics units merge.  

VLOOKUP is quite technical, so test out the Office aid page for greater assist growing your formulas. 

4. Use Graphs to Add Visual Elements to Your Ads

Visual advertising works. Visuals can boom target target market engagement via way of means of up to 4zero percentage, and forty percentage of marketers agree with that infographics have been their maximum a success visible content material.

When you’re growing PPC advertisements, it’s really well worth including unique pix or statistics visualization equipment, like bar charts or graphs, to probably boom your click on-thru costs and conversions. Luckily, Excel permit you to do this.

If you’ve already were given a PivotTable, it handiest takes some clicks to flip it right into a chart. Simply click on the “Analyze” tab, pick out “PivotChart,” and determine which chart kind you need to apply. That’s it!

Don’t have a PivotTable? Fear now no longer. 

First, pick out the statistics you need to encompass on your chart, click on “Insert,” then hit the “Recommended Charts” button:

Pick the layout you want maximum and generate the chart:

The Microsoft aid page has greater pointers and hints for customizing your chart. 

5. Save Time With Excel Macros

When you create paid advertisements, you regularly carry out the identical steps every time. Excel shall we you automate repetitive responsibilities to prevent time.

How do you automate those responsibilities? Through this neat little Excel function referred to as a macro.

Macros are basically computerized or recorded sequences. You “record” a set of moves you need Excel to automate, like keystrokes. When you want this movement executed again, you clearly run the macro, and Excel handles the relaxation for you.  

Well, there’s no restrict to what you may use them for, however right here are a few tips for paid advert marketing campaign steps you would possibly automate.

  • finishing key-word studies  
  • producing new campaigns
  • changing statistics into PivotTables
  • constructing new templates

Setting up a macro need to be a brief process, aleven though you may usually test out the Microsoft assist page in case you want greater guidance.

First, make certain 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 instead: 

Choose a call on your macro after which begin recording. Once you click on “OK,” Excel facts each movement you’re taking at the spreadsheet till you hit “Stop Recording.” Now you’ve were given a macro installation to apply every time you want it. 

Before you run a actual and complex macro, strive putting in your personal easy check macro to get a experience for the way they paintings. 


If you’re a marketer, those Excel hints permit you to create, music, and manipulate your paid advert campaigns greater successfully than before. There’s no want to be an Excel professional, either. All you want to understand are some easy commands, and you may be up and walking quite quick. 

From key-word studies to client courting control, Excel may be the device you’re searching out. Once you’ve attempted those Excel hints some times, you’ll possibly surprise the way you controlled to run your PPC campaigns with out them! 

If you want any greater assist with Excel, make sure to test out Microsoft’s Excel Community aid page.

Have you used any of those Excel hints on your paid advert campaigns?

If you would like to speak to an expert on Ads don’t hesitate to get in touch with Mobloggy. Their friendly and professional team will be more than happy to help.

Rebecca Ruck founded Mobloggy® in 2009 to help small businesses get found online.
Mobloggy® offers a holistic approach to digital marketing and web design, utilizing industry tools and its many strategic layers.