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How to Pivot Paid Search Data in Excel



Learning how to use Pivot tables in your PPC reporting helps you find insights in a quick and easy manner. I create Pivot tables to look at how our campaigns are performing across different marketing platforms for brand, non-brand, and specific client goals. Let’s dive into how you can feel confident with your data and start pivoting your way into data analysis.

The Hurdle

The biggest hurdle in creating a pivot table and getting your data organized first so you can perform the magic that is the pivot table. By having a consistent naming convention across your campaigns in your accounts it helps you break down your data in a pinch. Brittany Sager has a great blog on “How To Create a Great PPC Campaign Structure” which stresses the importance of organizing your campaigns for performance but also for when someone is covering your account or to pull reports.

For this blog, my naming convention consists of Platform, Location, and Program. Example below:

Google_Nashville_Rad Tech

This campaign expresses what I need to know very quickly by showing me where the data came from, where my campaign physically targets, and what type of keywords are in the campaign. Now let’s jump to the fun stuff, playing around with the data and see what insights we can pull for this account.

The How-To

To begin, we are going to pull campaign level data in Google and in Bing and I only care about capturing these metrics at this time: Cost, Conversions, Impressions, and Clicks.


After I have pulled both reports for my preferred time frame, I combined my Google and Bing data making sure my columns for each platform match up.


Now I am going to insert a few columns after the campaign column because I want my data to be more granular. Because my naming convention uses brackets I can use the Text to Column in excel to break my campaign name into new segments of data.

Series of steps below:

Insert a few columns to allow the data a place to go. If you don’t the data could overlap your metrics.
Text-to-column-previewUse the preview in Text to Columns to make sure the data is breaking apart the way you need it to.
post-text-to-columnText to Column Completed

Make sure to add column headers for your new data segments so the Pivot Table will know what your data is and how to manipulate the information in your chart. In my data, I have used: Channel, Location, and Program.

Now we can get to do the actual pivot! You select all of the data you want to use and go to the Insert tab in Excel and select Pivot Table.  When you select this a window will pop up with your range and you select OK.


Once this happens a new worksheet will appear in Excel and the Pivot Table will be open with the Pivot Table Fields. It will be empty when you begin with, but once you select your fields, the data will pop up immediately.

empty-pivot-tableEmpty Pivot waiting for some values

We will start off easy and look at how the channel overall is performing for cost, clicks, impressions, and conversions.

You will select the Channel name and it will move underneath the Rows section.


Now select the metrics we want to see and those will go underneath the values section of the Pivot Table Field List.


If you want to see more granular information, we can select Program and drag this to the Rows section. Once we do that we can see how each program has been performing in each channel. If I don’t like this set up I can switch the options or “pivot” my data the other direction by dragging Program to appear before Channel in the Rows section of the PivotTable Fields


Here I can compare side by side how the programs are doing in one channel versus the other channel. I can also move Program once again to the Filters section so I can look at my data in a different way.

Using Programs as a Filter

For this example, the client was requesting information about our nursing programs and how they were performing in Google and Bing. With the filter I can select both General and AND Nursing and the numbers in the chart will be the sum total of both programs.

Filter-data-pivot-tableNursing Programs by Channel

Now you may have noticed that I didn’t download and rate type of metrics and that is because I wanted to show you have to create your own fields in the Pivot Table. We are going to add Click Thru Rate which is Clicks divided by Impressions. Go to the Field, Items, and Sets and hit Calculated Field.


Once you are in there you can rename Field1 as CTR and select Clicks and hit Insert Field. Do the same thing with Impressions but make sure to add the backslash for the division symbol and hit OK.


Now we can format the value as a percentage and the cost as a currency to make this table a bit prettier.


The Why

Ther are many ways to use pivot tables but today I covered how you can move the data around quickly bouncing between channels, locations, programs, and even campaign type if you want to compare Search and Display. I have used Pivot Tables to look at A/B tests for ad copy to see which Headline performs better on based on my client’s metrics. Once you are comfortable with playing around with Pivot tables you will find new ways to look at any report you pull from Google and Bing and show the information in a clear and simple format for your client. If you are interested in learning how else to use Excel in digital marketing here is our Complete Guide to Using Excel for PPC.


How to Manage Your Online Brand?



You might be asking yourself, “Why do I need to manage my online brand?” It’s a valid question, especially if you’re not sure what managing your online brand means precisely.

In short, managing your online brand is the process of taking control of how others see you and your business online. This can involve creating and maintaining a strong presence on social media, developing positive reviews and testimonials, and monitoring your web analytics to track progress.

By taking the time to manage your online brand, you can improve your chances of success in today’s digital age.

In this article, we’ll explore some key reasons why managing your online brand is essential.

What is an online brand, and why do you need one?

Your online brand is the way you are perceived by others online. This includes your website, social media profiles, online reviews, and all other digital real estate that represents you when someone searches for you or your business.

It’s important to have one because it helps your potential customers get to know, trust, and like you before they buy anything from you. A strong online brand can also help you attract new customers and grow your business.

It’s good to remember that your online brand is the first thing people will see when they search for you, so it’s important to make sure it represents you and your business well.

How to manage your online brand for success?

Your online brand is your reputation. It’s how people perceive you when they see your name, read your work, or interact with you online.


A strong online brand can help you attract new clients, collaborators, and opportunities. But how do you create and manage your brand for success?

1) Consider what you want your online brand to convey.

Are you an expert in a certain field? A thought leader? A creative visionary?

Once you know what you want your brand to communicate, be consistent in everything you do online.

Use the same name, photo, and bio across all of your social media platforms. Post regularly about topics related to your brand, and make sure the tone of your posts is consistent with the image you’re trying to convey.

2) Interact with other people online in a way that reinforces your brand.

When someone mentions you in a post, thank them publicly. If someone leaves a negative comment on one of your posts, don’t delete it – instead, respond politely and professionally.

By managing your online brand thoughtfully and proactively, you can set yourself up for success both online and offline.

3) Monitor your web analytics to track your progress.

Use Google Analytics or another web analytics tool to track how people are finding you online and what they’re doing on your website. This data can give you insights into what’s working well and what needs improvement.

For example, if you see that most of your website visitors are coming from Facebook, you might want to focus on creating more engaging content for that platform.


Or, if you notice that people are spending a lot of time on your blog but not your sales page, you might need to work on driving traffic to your products or services.

4) Make sure your website represents your brand well.

Your website is often the first thing people will see when they search for you online, so it’s important to make sure it’s up-to-date and represents your brand well.

Update your website regularly with new blog posts, photos, and products. Use attractive visuals, easy-to-navigate menus, and clear calls to action.

If you’re not sure how to create a website that represents your brand well, consider working with a web designer or developer.

5) Pay attention to your social media presence.

Social media is a powerful tool for managing your online brand. Use it to connect with your audience, share your work, and promote your products or services.

Be sure to post regularly, interact with others, and use hashtags and keywords that will help people find you. You can also use social media ads to reach a wider audience or promote specific products or services.

6) Monitor your online reputation.

Use Google Alerts or another tool to monitor your online reputation. This will help you stay on top of what people are saying about you online and take action if necessary.

For example, if you see a negative review of your business, you can reach out to the customer directly to try to resolve the issue. Or, if you see someone spreading misinformation about your work, you can correct it.


7) Manage your online brand proactively.

The best way to manage your online brand is to be proactive. Be thoughtful about everything you do online, from the content you post to the way you interact with others. By taking control of your online presence, you can set yourself up for success both professionally and personally.

By following these tips, you can create and manage an online brand that will help you achieve your goals.

The benefits of having a strong online brand

Let’s look at a few benefits of having a strong online brand:

1) Stand out from the competition.

With so much noise online, it can be difficult to stand out from the crowd. But if you create a well-defined brand, you’ll be better able to cut through the clutter and attract attention.

2) Build trust and credibility.

A strong online brand can help you build trust and credibility with your audience. If people know what to expect from you, they’re more likely to trust and respect you.

3) Connect with your audience.

By definition, a brand is a way of differentiating yourself from others. But it’s also a way of connecting with your audience on a deeper level. When done well, branding can create an emotional connection between you and your audience.

4) Drive traffic and sales.

A strong online brand can help you drive traffic and sales. If people are familiar with your brand, they’re more likely to buy from you. And if they trust and respect you, they’re more likely to tell others about you.

5) Increase your visibility.

A well-managed online brand will increase your visibility online. When people search for you or your business, you’ll be more likely to show up in the search results. And when people see you frequently in their feeds, you’ll be more likely to stay top of mind.


6) Attract media attention.

A strong online brand can help you attract media attention. If you’re known for something specific, journalists and bloggers will be more likely to write about you. This can help increase your visibility and reach even further.

7) Enhance your career prospects.

Your online brand can have a big impact on your career prospects. If you’re looking for a new job, employers will likely research you online. And if you’re an entrepreneur, investors will want to know more about your brand before they invest in your business.

8) Make a positive impact.

Finally, a strong online brand can help you make a positive impact in the world. If you’re passionate about something, you can use your platform to raise awareness and advocate for change.

The importance of staying consistent with your branding strategy

As you can see, there are many benefits to having a strong online brand. But it’s not enough to just create a brand—you also need to be consistent with your branding strategy.

When it comes to branding, consistency is essential. Your audience needs to know what to expect from you, and they need to see that you’re consistent in your messaging and your visuals.

Here are a few pointers if you’re not sure how to stay consistent with your branding:

1) Define your brand.

The first step to being consistent with your branding is to define your brand. What do you want people to think of when they see your name or your logo? What do you want your brand to represent?

2) Create guidelines.

Once you’ve defined your brand, it’s time to create guidelines. These guidelines should include everything from your mission statement to the colors and fonts you use in your branding. By having a set of guidelines, you’ll be able to ensure that all of your marketing materials are on-brand.


3) Train your team.

If you have a virtual assistant or team, it’s important to train them on your branding guidelines. Make sure everyone knows what your brand represents and how they can help you maintain a consistent brand identity.

4) Monitor your brand.

Once you’ve launched your brand, it’s important to monitor it. This means paying attention to how people are reacting to your brand and making sure that you’re still presenting yourself in the way you want to be seen.

5) Be prepared to adjust.

Finally, be prepared to adjust your branding strategy as needed. As your business grows and changes, your branding will need to change with it. By being flexible and willing to adjust, you’ll be able to ensure that your brand is always relevant.

Wrap Up

A strong online brand is essential for any business or individual. By definition, your online brand is the way you’re perceived by others online. And while that may seem like a superficial thing, the reality is that your online brand can have a big impact on your business or career.

If you’re not sure how to create a strong online brand, start by defining your brand and creating guidelines. Then, train your team on your branding strategy and monitor your brand over time. And finally, be prepared to adjust as needed.

Oscar is a passionate full-time blogger and a part-time author. In his personal blog, he writes about software, online influence, and different business models.

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