55. @BrettASnyder
THANK YOU!
TO LEARN MORE OR FOR ANY QUESTIONS:
Brett Snyder
Director, Search Engine Optimization
Nebo Agency
@BrettASnyder
Editor's Notes
We as marketers are constantly inundated w/ data and reports which can lead to more problems than solutions if you can’t draw any legitimate conclusions from it.
Excel = problem-solving tool. Our goal is going to be to teach you have to wield this tool
Simple to understand, valuable to your problem, actionable to your solution. Raw data rarely covers 1 of these, let alone all three. The right tools can let marketers concentrate on the “why” and the “what next” rather than the “what’s happened”
Nested Functions, simply put, allow you to execute multiple associated functions within the same cell. In other words, it allows you to execute a formula as part of the execution of another formula
The “key” is the element in your function that allows you to manipulate your criteria. In other words, the key takes that actual data and turns it into actionable data
Problem with this is it only lets you evaluate 1 criteria…what if we wanted to look at Clicks and Conversions?
Recap on our Order of Operations…make sure to remind people that this means “Please Excuse My Dear Aunt Sally”
Understanding your criteria is imperative, not just what they are but what thresholds are there (in terms of raw #s but also changes over time, percentage changes, etc.)
The “key” is the element in your function that allows you to manipulate your criteria. In other words, the key takes that actual data and turns it into actionable data
The “key” is the element in your function that allows you to manipulate your criteria. In other words, the key takes that actual data and turns it into actionable data
How many impressions did it get? IMPRESSIONS > XHow many conversions did it get? CONVERSIONS > Y
A lot of these get pretty complex so as Annie mentioned, I find it’s easier to set up tools/running list of nested functions that allow you to get the information you’re looking for. To demonstrate the power of nested functions, I’ve built a PPC Bid Management tool using the process outlined above that I’d like to share.
