7 useful Excel formulas and functions for PPC
Anthony Tedesco outlines seven essential [[Excel]] formulas and functions to help PPC practitioners analyze performance and identify optimizations. He explains calculating deltas and incremental impact to quantify changes, using [[CONCATENATE]] to build bulk sheets and join segmentations, leveraging [[VLOOKUP]] to augment granular datasets and add filters, and transforming dates into weeks for consistent reporting. He highlights [[Pivot tables]] and nested IF categorization for scalable categorization and recommends concatenating segmentation columns to join complex datasets before using lookups. The piece emphasizes pulling data at the most granular level, validating joins, and using these techniques together to create reliable insights that drive CPC, CTR, and conversion improvements for paid-search campaigns, and encourages readers to practice with tutorials and live examples to build proficiency suitable for in-house teams and agencies focused on data-driven results.