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Top Secrets On Using Excel

To ChangeEnhanced
Your PPC Bids

Campaigns - 5 things
need to
Written by Jacob Brown
Account Manager

hanapinmarketing. Automated Bidding Marin and Acquisio are just a few systems with bid automation tools. manual bidding is better than automation. Bidding Strategy Utilizing Excel formulas for bidding strategies allows advertisers to utilize automation and manual bidding together. Manual Bidding Bidding manually can be time consuming. Some automation could change bids based off of one great week on keywords that historically performed poorly.Top Secrets On Using Excel To Change Your PPC Bids Bidding Is Important As a PPC Account Manager. but normally you can categorize your bidding strategies into two buckets: automated bids or manual bids. it is a large part of your position and you need to have a finite understanding of bidding processes and strategies. manual bidding might be the correct route to take. In some cases. absolutely necessary. They help simplify the process. Is paid search simply bidding on keywords and finding the best bid amount for you to reach your company goals? No. which is particularly helpful in large accounts. However. Automation vs Manual Different companies and advertisers utilize different bidding . Automation allows for bids to be done more often and streamlines the process. Automation can be extremely helpful and in some cases. but with inconsistent accounts or smaller accounts. we’ll go through the process of setting up an excel spreadsheet that will help you manage your bidding strategy and aid in making insightful predictions for your account. but also allow for manual checking of the bids before setting them. Bid is one of the first words you associate with your job and also one of the most important parts. In this whitepaper. Other Options Self-Automation (Utilizing Free Form functions). or Excel Formula Bidding.

we utilized the CTR for keywords with lack of performance. set up the formula used when changing bids. but spend is low. but it needs a bid bump in order to have a chance to perform. the keyword may be . Below are the bid changes we will utilize in this situation: hanapinmarketing. For this particular account. The thought process is that if CTR is high. Next.Top Secrets On Using Excel To Change Your PPC Bids The first things you should ask yourself is: • What is your goal? • How high would you want to raise bids at one time? Below is an example of how to set up an Excel Bidding sheet with projections on how the bid changes will impact performance. but in lower positions in order to give these keywords a chance.

as seen below: hanapinmarketing. In order to make this happen. then these columns will change . if conversions are greater than 0. we will raise the bid 20%. if you change your goal and max bid change %. The sheet above was created to work for multiple accounts with different goals. formulas utilizing the users CPL Goal and Max Bid Change % were put into place to come up with the numbers you see.Top Secrets On Using Excel To Change Your PPC Bids How this reads Starting from the top left corner. and CPL at $50 or lower. average position worse than 4. the first section on the left under the >0 conversions and >4 Average Position has a formula throughout the CPL column and Bid Modifier column as seen here without the equals signs: In this case. J3 = the CPL Goal you put into place. So. and J4 = the Max Bid Modifier you put into place. For example.

To start. and then all the way down to your last keyword. and paste the values. and the New Max CPC. You are copying the information from the CPL Goal & KW Info tab to the Bid Changes tab. Bid Modifier (1+Bid Change %). Lead Projection.” This information may be needed for formulas on the next tab: “Bid Changes” tab. and Avg Position will all be carried over from the previous tab. In Column K and Column L the CPL and CTR will be calculated. Match Type. Column M. Column P. First thing you should do is title each column in the 1st row. Max CPC.Top Secrets On Using Excel To Change Your PPC Bids Keywords On the first tab you then must put in your keyword information: The above image shows all of the columns you need to carry over onto this sheet.’CPL Goal & KW Info’!I8) Drag this formula across to J2.””. This first tab will be named “CPL Goal & KW Info. utilize the formula below in Cell A2: =IF(‘CPL Goal & KW Info’!I8=””. Cost. Keyword. N. as any keyword without a click will not have any automation in this particular formula) with the columns listed above is all you need. and CPL Projection columns. and O will be Bid Change %. A simple download of a keywords list (be sure to filter for keywords with at least one click. Ad Group. Q. Bid Changes Tab The “Bid Changes” tab is where the action takes place. Leads. copy the . hanapinmarketing. Campaign. Impressions. and R will be Cost Projection. so these will take up Columns A-J. Make sure the columns line up. Clicks.

H2/I2.IF(AND( I2>0.’CPL Goal & KW Info’!$C$18.J2>4.K2<‘CPL Goal & hanapinmarketing.J2> 4.K2<‘CPL Goal & KW Info’!$B$7). Drag this formula down to the last keyword.IF(AND(I2>0.IF(AND(I2>0.0)) Column I shows conversions.’CPL Goal & KW Info’! $C$20.J2>2.IF(I2>0.’CPL Goal & KW Info’!$C$8. Drag this formula down the entire row.IF(AND(I2>0.Top Secrets On Using Excel To Change Your PPC Bids Why not just put this information here at the beginning? We will get to that in a bit. Bid Change Column Next is the Bid Change column.F2/G2) Column G shows impressions.J2>4.’CPL Goal & KW Info’!$C$16.’CPL Goal & KW Info’!$C$6.IF(AND(I2>0. while column F shows clicks.J2>2.IF(AND( I2>0.IF(AND(I2>0.J2>2.J2>4.K2<‘CPL Goal & KW Info’!$B$10.’CPL Goal & KW Info’ !$C$9.K2<‘CPL Goal & KW Info’!$B$18).K2<‘CPL Goal & KW Info’!$B$5). In Cell L2 implement the simple CTR formula of: =IF(G2=””.’CPL Goal & KW Info’! $C$11.K2>’CPL Goal & KW Info’!$B$21).J2>4.””.J2>4.IF(AND(I2>0. the formula in Cell M2 would be as follows: =IF(AND(I2>0.J2>4.’CPL Goal & KW Info’!$C$5.K2<‘CPL Goal & KW Info’!$B$15).J2>2.K2>’CPL Goal & KW Info’!$B$8).IF(AND(I2>0.K2<‘ CPL Goal & KW Info’!$B$17).’CPL Goal & KW Info’!$C$17.’CPL Goal & KW Info’!$C$10.IF(AND(I2>0.IF(AND(I2> .J2>2.J2>2.K2<‘CPL Goal & KW Info’!$B$8).IF(AND(I2>0.K2>’CPL Goal & KW Info’!$B$20).’CPL Goal & KW Info’!$C$21.’CPL Goal & KW Info’!$C$7.””.IF(AND(I2>0.K2<‘CPL Goal & KW Info’!$B$6).K2<‘CPL Goal & KW Info’!$B$16).K2>’CPL Goal & KW Info’!$B$11). which consists of one of the longest “If Statements” you will ever see in your life. As long as your columns match up with everything that was shown thus far. Next in Cell K2 implement the simple CPL formula of: =IF(I2=””.K2>’CPL Goal & KW Info’!$B$10).J2>2.’CPL Goal & KW Info’!$C$15. while Column H shows spend.

IF(AND(I 2<1.”0%”)))))))))))))))))))))))))))))))))))) This formula can be dragged down the entire sheet ending in the last row of your last keyword.H2<‘CPL Goal & KW Info’!$E$6.’CPL Goal & KW Info’!$G$25.IF(AND(I2<1.H2<‘CPL Goal & KW Info’!$E$7.K2<‘CPL Goal & KW Info’!$B$26).’CPL Goal & KW Info’!$C$27.L2>3%).J2>4.’CPL Goal & KW Info’!$G$5.’CPL Goal & KW Info’!$G$27.IF(AND(I2<1.L2>5%).J2>4.’CPL Goal & KW Info’!$G $18.IF(AND(I2<1.’CPL Goal & KW Info’!$G$7.’CPL Goal & KW Info’!$G$10.IF(AND(I2<1.’CPL Goal & KW Info’!$C$25.H2> ’CPL Goal & KW Info’!$E$10).IF(AND(I2<1.IF(AND(I2<1.J2>2.’CPL Goal & KW Info’!$G$8. Column N2 will then be a simple formula of: =M2+1 And Column O2 will be the New Max CPC for the top keyword.H2>’CPL Goal & KW Info’!$E$18).IF(AND(I2<1.IF(AND(I2<1.H2>’CPL Goal & KW Info’!$E$25).J2<2.H2>’CPL Goal & KW Info’!$E$9).’CPL Goal & KW Info’!$C$28.’CPL Goal & KW Info’!$G$16.J2>2.J2>2.”0%”.H2>’CPL Goal & KW Info’!$E$24). J2<2.H2<‘CPL Goal & KW Info’!$E$17.”0%”.IF(AND(I2< 1.K2>’CPL Goal & KW Info’!$B$18).J2<2.J2<2.H2<‘CPL Goal & KW Info’!$E$16.L2>5%).’CPL Goal & KW In fo’!$G$17.IF(AND(I2>0.L2>5%).H2<‘CPL Goal & KW Info’!$E$18.J2<2.J2<2. IF(AND(I2<1.’CPL Goal & KW Info’!$G$9.IF(AND(I2>0.N2*D2) Both of these formulas will be dragged down the entire page.H2<‘CPL Goal & KW Info’!$E$9.L2>5%).Top Secrets On Using Excel To Change Your PPC Bids KW Info’!$B$20.IF(AND(I2<1.H2 <‘CPL Goal & KW Info’!$E$19.’CPL Goal & KW Info’!$G$6.IF(AND(I2< .J2>4.’CPL Goal & KW Info’! $G$24.L2>3%). hanapinmarketing.IF(AND(I2>0.IF(AND(I2<1.J2>2.’CPL Goal & KW Info’!$G$26.IF(AND(I2<1.J2>4.’CPL Goal & KW Info’!$G$20.L2>3%).J2>4.IF(AND(I2>0.’CPL Goal & KW Info’!$G$15.K2>’CPL Goal & KW Info’!$B$28).K2>’CPL Goal & KW Info’!$B$26).J2>2.H2>’CPL Goal & KW Info’!$E$20).J2<2.’CPL Goal & KW Info’!$C$26.K2>’C PL Goal & KW Info’!$B$27).””.’CPL Goal & KW Info’!$C$19.’CPL Goal & KW Info’!$G$19.L2>3%).H2>’CPL Goal & KW Info’!$E$8).H2>’C PL Goal & KW Info’!$E$27).H2<‘CPL Goal & KW Info’!$E$8.J2>4.J2>2.IF(AND(I2<1.J2>4.H2<‘CPL Goal & KW Info’!$E$15.IF(AND(I2<1.H2>’CPL Goal & KW Info’!$E$19).IF(AND(I2<1.J2<2.J2>2.H2<‘CPL Goal & KW Info’!$E$5. and the formula here will be: =IF(D2=””.H2>’CPL Goal & KW Info’!$E$26).

your bid changes tab should also have 2000 rows. Bid Changes Tab: Cost Projection Column Cell P2 will contain the formula: =((((H2/F2)*O2)/D2))*(F2*N2) Cell Q2 will contain the formula: =IF(R2>0.Top Secrets On Using Excel To Change Your PPC Bids You now have your automated bid changes.P2/R2. Projections Tab The final tab is a projections tab that should end up looking something like this image below: hanapinmarketing. Any empty cells will completely throw off calculations in your projections tab.0) Note! When setting up your spreadsheet. Cell R2 will contain the formula: =IF(I2>0. You can look through these automated changes and do a quick check on them manually before implementation. This makes projections based off the new projected cost per click and projected increase in clicks with conversion rates constant. Example – if you have 2000 .0) All three of these formulas will be dragged down to your last keyword.((((H2/F2)*O2)/D2)/(I2/F2)). make sure that your columns and rows include the formulas and are mapped correctly on both the first and second tabs.

and New Max CPC). and O (Keyword. Ad Group. Campaign. except for Columns A. as seen below: Time To DIY (Do It Yourself) Excel is a beautiful beast that can be used is so many different ways. but you still have the advantages of manual bid changes if needed. B. and that the New Max CPC column is labeled as Max CPC within the editor. Just be sure to go into the preview tool before hitting “process”. the excel spreadsheet you produce is well worth it! hanapinmarketing. try hiding all columns in the Bid Changes tab. You can then copy and paste these columns into the editor when selecting “make multiple changes” within the keyword tab. you’ll save a lot of precious time and energy in your job. Match Type.Top Secrets On Using Excel To Change Your PPC Bids As long as you named the second tab “Bid Changes” the formulas in these cells will be as follows: Implementing Through The Editor For easy implementation through the editor moving forward. you should be able to create a bidding strategy sheet within Excel. Now that you have a variety of formulas and the basic structure. Not only can you utilize automation. While the initial set-up is a bit . E. And once implemented. C.

Need Better PPc REsults? Get a Free Account Analysis From Hanapin Marketing. Hanapin’s core objective is to maximize our clients’ return on investment. From ad copy composition to keyword research to landing page manges & optimizes clients’ paid search programs—increasing sales while simultaneously decreasing budgets. the company hanapinmarketing.330. Founded in 2004.3134 Request an analysis » Hanapin Marketing is a paid search agency based in Bloomington. .com 812. Indiana.HanapinMarketing. www.