With the increased prevalence of automation in campaign management platforms, advertisers must possess analytical skills that will allow them to comprehend changes in funnel performance, as well as detect optimization opportunities.
During my SMX Next presentation, I highlighted formulas and functions within Microsoft Excel that can help advertisers with data manipulation.
When it comes to creating impactful analysis, meaningful time needs to be invested in the creation of the dataset. Using these techniques, you will create data sets that can be aggregated at scale, while enabling you to dig into performance changes at the most granular levels.
CONCATENATE
=CONCATENATE(Cell1,Cell2,Cell3)
While this function won’t necessarily expedite the number crunching, CONCATENATE is an extremely efficient way to build bulk sheets and ensure consistency in the structure of your URLs and naming conventions.
CONCATENATE “glues together” specified cells or text strings to create a single text string in Excel. Its use cases can be far-reaching, including:
- Campaign/ad group naming conventions.
- Appending URLs to parameters.
- Building keyword lists.
A consistent taxonomy in naming convention enhances the granularity of analysis, as you can use Text to Columns to create filters within your data set.
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