Affiliate Marketing

7 PPC Excel Formulas Used in the Advertising Industry


Every minute of your life is gold. If you came across with this blog post means you are a PPC Specialist or a Growth Marketer looking for daily productivity tips to make your account management more efficient. Furthemore, in case you are interviewing for a PPC position, you will be asked to perform pay-per-click worksamples and Excel exercises to assess your skills.

While there are multiple tools to create automated campaigns and reports making use of API solutions, I would highly recommend becoming very savvy with Excel to get the most from your performance in the online marketing.

Are you ready? Below you find a list of 7 PPC Excel formulas you can use to speed up your campaigns daily management.


1. =TRIM

This function trims the extra spaces in a cell. This is useful when you’re editing in bulk multiple campaigns and some extra space might spring accidentally. Don’t forget that the string will become your next ad copy therefore make sure to remove extra spaces before counting the length.


2. =LEN

One of the most important activity on PPC is checking the text length before uploading the ads. The LEN function is pretty straightforward and it gets the length of a cell; it is useful when you want to count if you need have exceed the characters limit numbers of Google, Bing or Amazon Ads. You can combine this function highlighting the cell on green or red based on the result available.

Below you can find the length limits for Google Responsive Search Ads or Expanded Ads.



The SUMIF function is one of the most useful functions when it comes to manage complex PPC accounts. Let’s say the client requires detailed reports by city or days: the SUMIF function may be a great solution to sum up only specific campaigns filtering performance by branded keywords, Impressions of specific locations only.

To set up the =SUMIF formula, first choose the sum range, including:

=SumIF(Range, Critiera, [Sum Range])

  • sum_range: range to be summed.
  • range: the range of cells that you want to apply the criteria against.
  • criteria: the criteria used to determine which cells to add.

The SUMIFS function makes a step forward including more criterias than the basic SUMIF. To set it up add the following string:

=SUMIFS (sum_range, range1, criteria1, [range2], [criteria2], …)

You can create custom Peforformance Dashboard based on multiple sets of criteria. This is very helpful with weekly reporting combining it with the COUNTIF formula with a Daily Health Check Dashboard.



Use this when you need to replace text in multiple cells in the spreadsheet. For example you noticed a mistake or you need to update ad copies in bulk. You can quickly combine this function with the =CONCATENATE one, showed in the next paragraph.



The CONCATENATE function is often used to update in bulk the keyword match types.  Although this solution is offered from Google Editor as a native feature, you will want to add broad match modifier keywords by appending the + the keywords. By combining these 2 functions you can append the + to the beginning of the each word and replace the space by ” +”.



How do you perform PPC A/B test? One of my favourite A/B testing strategy is testing how CTR reacts based on Capitalization. You can quickly capitalise the first character of each word in bulk in Excel with this function:




I use VLOOKUP on daily base on my PPC management. As the name says this function looks up a value on a separate sheets. The VLOOKUP function performs a vertical lookup by searching for a value in the first column of a table and returning the value in the same row in the index_number position. This is helpful to create reports making use of more than one data base. To learn how to use the VLOOKUP I would recommend watching this Youtube tutorial.



I belive this is the most useful useful Excel function in Online Marketing. With a few clicks you can easily develop and elaborate charts that will show performance of your campaigns. To learn how to create and manage Pivot tables I would suggest watching this 6 mins Youtube tutorial!



Although in the PPC industry there is a wide use of automation tools including Google Editor and APIs, Office Excel or Google Spreadsheet is still employed a lot among professionals. Indeed, it represents a great tool to help optmising the productivity on PPC uploading, editing campaigns in bulk or providing reports in no time.

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