simplify your ppc routine with two google tools by kiko correa

#SMX #13B @obiwankikobi

Kiko Correa

Simplify Your PPC Routine With Two Google Tools


Kiko Correa

Hello!


Online Marketing Manager

Hello!


Fancy Pants

What I Do


B2B PPC

What I Do


I do a lot of reporting.

What I Do


…among other things

What I Do


AdWords Report Editor Google Analytics Spreadsheet Add-On


AdWords Report Editor


You Find It Under The Reports Tab


If You Don’t See That, Try This


So What Does It Do?


What Does It Do


Pivot Tables


Pie Chart


Line Chart


Bar Chart


Formatting From Time To Time


The Claim

“…the Report Editor eliminates the need to download your data in order to thoroughly

explore it”


So Does It Actually Do That?


Pivot Tables Are The Focus


Check Out Reports By Click Type


Pivot Tables Lack Features


And Get Overwhelming Easily


AVOID DATA OVERLOAD


You’ll Still Use Excel


But Reports Editor Is Still Useful


Bar Chart

Bar Charts As Visual Cues


Choose Settings Linked To Bid Modifiers


Day Parting – By Day Of Week

Day Parting Day of Week


Day Parting - By Hour Of Day

Hour Of Day


Match Type

Match Type


Device Targeting

Match Type


Network Targeting

Network


Choose Useful Metrics

Conversions Vs. Cost

Conversions Cost


High Cost Low Conversions

Spend High

Conversions Cost


High Conversions Lower Cost

Conversions High Spend Low

Conversions Cost


Choose Metrics That Fit Your Business


What Metrics Matter Most To You For Keywords?

CPA Impression Share

Conversions Cost


Updating Is Simple – Drag & Drop

Different Metric, Drag and Drop


Add Line Charts To The Mix

Line Chart

Conversions Cost


Keep Them Simple

Line Chart


If You Go Granular Create Separate Charts

Line Chart

Conversions Cost


A Match Made In Data Heaven

Line Chart


Track It Back To Change History

Change History


Automate It


Set Your Date Range

Date Range


Set Your Delivery Schedule


Analysis Formula

Time To Analyze


…in Excel

Excel


Dig Deep

Pointed in the right direction

Look In The Right Place


Dig Deep

Time

Then Dig Deep


Google Analytics Spreadsheet Add-On


So What Does It Do?



Picture of the download screen


API Access For Anyone


I Know That Feel


This is a lot of work


Like, A Lot


It Can Be Intimidating

Intimidating API names and SQL screenshot


At First It May Seem Like A Mess

Hot mess



makeover



makeover

Direct From GA Automated

Embeddable Customizable Transferrable

Awesome


Create Your Initial Report


Configuration Options Tab

Configuration Sheet


Cells Act Like Mini SQL Queries


Query Explorer

Query Explorer


Query Explorer


The Fields Match Up


Values From Analytics Auto Populate

Feed Auto Complete


The Naming Formats Match Up

Finished Value


Test Your Query Before Transferring

Query Test


Custom Segments Auto Populate Too!

Segments Drop Down


This Is A Life Saver

Custom segment name


Formatting Cells With Multiple Values


Formatting Filters


Filter Syntax Guide

Filter Syntax Table


Filter Syntax Guide – Operators Metrics Dimensions


Filter Syntax Guide – And & Or

And

Or


Data Formatting

Raw Data Table


Don’t Forget To Test That Query

Query Explorer Preview


Consider Multiple Reports

Source medium in one table screenshot


Separate Search Engines

Source medium in one table screenshot


Creating Multiple Reports Is Simple


Copy, Paste & Edit Appropriate Cells

Editing the query


Run Your New Report

Editing the query


Report Presentation


Reference Original Cells


Date Formats


Date Formatting

=DATE(LEFT('AdWords Signups'!A16,4),MID('AdWords Signups'!A16,5,2),1)


Charts Are Embeddable


Embedding Lets You Create Dashboards

Custom Dashboard


Reports Can Update Automatically

Scheduling


Updating Replaces, Doesn’t Add Rows

Updating Overwriting


Date Range Formulas

Date Range Formulas

“Building a dashboard with the Google Analytics Spreadsheet Add-on”


Update PPC Info For Non AdWords Search

Cost Click Impression


You Did It!

Deep Breath

Take A Deep Breath


You’ve Gone From This


To This


You Did It!

Feels Good


And You Can Do It Again So Easily!

Feel Good


THANK YOU!

SEE YOU @SMX WEST SAN JOSE, CA

MARCH 1-3, 2016