In the world of SEM Excel is King. There are many functions and short cuts to analyse bulk data, make adjustments to campaigns and save time with uploads to both Adwords editor and Bing editor. While our SEM team use a number of spreadsheets to optimise our accounts, we have picked out 4 SEM Excel tools that we find valuable in driving the best results for our clients.
Day Parting Analysis
Most businesses have specific time periods when they are likely to achieve higher profit than others throughout the day. If your ads are set to show all hours, then you are likely wasting a large portion of spend and driving up your account CPA and lowering ROI.
Purpose: Our Day Parting analysis not only identifies what day of the week and what time of day your accounts peak traffic periods are, but also what bidding adjustments are required to achieve your ideal CPA or ROI during these times.
Outcome: The general result we see from this analysis is a sharp drop in overall account CPA and an increase in overall conversion rate.
Google trends data comes in handy to identify when online demand for your products or services is likely to spike, allowing you to plan your SEM budget and keyword focus for the coming months.
Purpose: Our Search Trends spreadsheet allows us to compile a number of product or service categories from www.google.com/trends and identify the average search demand (i.e. hot spots) for said categories. Using this data, we work with our clients to clearly set out when additional spend may be needed to facilitate increases in search demand and ensure visibility across the Search Engine Results Page (SERP).
Outcome: The result is simple –Preemptive budget and bidding actions to reduce wasted ad spend and increase exposure across key terms that are more likely to generate profit at the right times for your brand.
Keyword ROI & CPA Calculator
No keyword should run with a set bid for its lifetime in your account, unless you are looking to drive up your CPA and reduce profitability.
Purpose: Our Keyword CPA calculator looks at current conversion rate and average CPC of each individual keyword across your account over a selected time period (30 days is generally enough for average values). Using this data, we are able to calculate the max CPC bid required to align with your CPA goal.
In addition, our spreadsheet analyses how each of your keywords is assisting in the conversion process. While a singular term may not be generating a high number of direct conversions for your brand, it may be a key term in the research phase that eventually leads to a sale. If you decrease your bids by too much across these terms, you are likely removing an important step in the conversion process and may potentially harm your long term profit.
For ROI based accounts, we look at each keywords average transaction value and conversion rate, rather than a CPA figure. While a keyword may be costing you quite a bit per conversion, its average transaction value may be significantly higher. If this is the case, then there is a key opportunity to increase your bids across this term to improve overall account profit.
Outcome: The outcome of this analysis is continuous pacing towards your monthly account CPA and ROI goals, ensuring that your campaigns remain profitable for your business.
The way consumers interact with brands has changed significantly over the last decade. Gone are the days of a simple desktop search. Customers are using a combination of mobile, desktop and tablet devices to find information and purchase products online. It is important that your SEM strategy reflects this behaviour so that you are able to capture users at different stages of the conversion cycle.
Purpose: Our Device Performance spreadsheet allows us to identify when search demand is highest for your product or service across mobile, desktop and tablet devices and what time of day this demand spikes.
Outcome: The end result is the ability to schedule bids increases and decrease for each individual device (using a few nifty AdWords scripts we have developed in house of course!) to ensure your brand ranks at the best ad position to capture traffic. This helps direct an effective cross device strategy for your brand, facilitating cross device remarketing campaigns and assisting in cross device assisted conversions.
So there you have it folks – Some of Search Factory’s favourite SEM Excel Tools to boost our client results. Feel free to let us know about your favourite SEM tools that you use to get the most out of your account.