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ADWORDS - SEARCH TERM ANALYSIS TEM

This template enables users to identify the search terms which are the most effective for convertin
or services on Google. The exact match keywords which have been added to the user's Google Ad
is not incorporated into the user's AdWords account, the invoices can be included in the template
search terms. The template results can be used to measure the profitability of individual search t
AdWords.

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M ANALYSIS TEMPLATE
h are the most effective for converting customers who are searching for their products
been added to the user's Google AdWords account are also indicated and if invoicing
ices can be included in the template in order to analyse the profitability of individual
he profitability of individual search terms or phrases and to then adjust keywords on

mplate to unlock all the formulas!

o show you the design of the template. Get the full version for a fully unprotected
ave full access to all areas of the template including all formulas. You will also be able
n just like any of your own Excel files.

ersion of this template!

diting to activate the link

Excel Skills | Google Adwords - Search Terms Template
Instructions
www.excel-skills.com

This template enables users to identify the search terms which are the most effective for converting customers who are searching for their products or
services on Google. The exact match keywords which have been added to the user's Google AdWords account are also indicated and if invoicing is not On this sheet:
incorporated into the user's AdWords account, the invoices can be included in the template in order to analyse the profitability of individual search terms.
This sheet includes detailed
The template results can be used to measure the profitability of individual search terms or phrases and to then adjust keywords on AdWords.
instructions on setting up and
The following sheets are included in the template: using this template.

Search - extract search term data from your Google AdWords account and paste onto this sheet. Keywords added as exact match keywords will
automatically be indicated and if your invoicing is separate from AdWords, invoice values will also be displayed on the sheet. You can also use the Column
Filters to display statistics for phrase match search terms. The columns with light blue column headings contain formulas which are calculated automatically.
Keywords - extract keyword data from your Google AdWords account and paste onto this sheet. Only the exact match keywords need to be retained on this
sheet in order for the keywords to be indicated on the Search sheet.

Invoices - Copy your invoice data onto this sheet. Only the search terms and invoice amounts are required but you can add additional columns between the
two existing columns if necessary. This sheet is only required if you do not measure invoice values in Google AdWords.

Search Term Data

All search term data needs to be included on this sheet. The easiest way of including your search term data is by creating the appropriate report through the
Google AdWords account interface and then exporting the data to Excel before copying the data from the Excel extract onto this sheet. The report needs to
be created so that the columns are included in exactly the same sequence as the columns on the Search sheet although you can add columns or move
columns so that the sequence between your extract file and the columns on the Search sheet are the same.

Note: The AdWords fields that you need to add to your report will have the exact same field names as the column headings that we have included on the
Search sheet in all the columns with yellow column headings. The Search Term column needs to be added to the Row section of the report and all the other
fields need to be added to the Columns section.

The AdWords report can be extracted as an Excel or CSV file and downloaded. When you then open the report, you will be able to copy the data onto the
Search sheet in this template. Note that some columns may contain a currency symbol which may result in the data in that column being interpreted as text
instead of values by Excel. We therefore recommend removing all currency symbols from your Google data (Control + H for Replace and then replace
currency text with nothing for the entire data selection).

Note: The ROI, Keyword Status and Invoice Value columns contain formulas which should not be edited, amended or overwritten otherwise the template
may not function as it should.

Note: All the columns on the Search sheet have been included in an Excel table. This feature is extremely useful when entering or copying data in a table
format because the formulas in the calculated columns (with light blue column headings) are automatically copied when you add data to the table.

If you already track your invoice amounts in Google Adwords and the invoice amounts are included in the Total Conversion Value report column, you do not
need to include invoice amounts in the template. The Invoice Value column (M) on the Search sheet can then be deleted and you can also delete the entire
Invoices sheet.

If your invoices are not included in AdWords, you need to include all the appropriate invoices for the same date range as the search term report by adding
the invoices to the Invoices sheet. The invoice values that are included on this sheet will then automatically be included in the Invoice Value column (column
M) on the Search sheet.

Note: We recommend still including the Total Conversion Value column in your AdWords report although the column will have nil values if you don't track
invoice values in AdWords. The nil values in this column can then be replaced by a formula which links to the Invoice Value column in order for the return on
investment (ROI) to be calculated correctly. Clear all the nil values in the Total Conversion Value column and enter "=M5" as the formula in the first cell in
the column to link the two columns.

The return on investment is calculated by dividing the Total Conversion Value (column H) by the total cost in column E. Any value above 1 means that the
search term is profitable and the higher the value, the more profitable. Values below 1 indicate that the cost exceeds the invoice value.

The Keyword Status column indicates whether a search term has been added as an exact match keyword in your AdWords account. The formula in this
column determines whether the search term has been included on the Keywords sheet and if included, displays a status of "exact match". If the search term
is not found, the status is reflected as "no".

Keywords

One of the core principles of a profitable Google AdWords marketing campaign is to display your ads on the most profitable keywords - or to be more
precise - the most profitable search terms. You also do not want to display your ads on search terms which are not profitable. In order to determine whether
a search term is profitable, you need to measure invoicing against cost. You also then need to analyse which search terms need to be targeted with exact
keyword matching.

The analysis of search term profitability for the purpose of this template is included on the Search sheet but in order to indicate which search terms have
been added as exact match keywords, you need to include all exact match keywords in the template. These keywords therefore need to be included on the
Keywords sheet.

Note: All the columns on the Keywords sheet have been included in an Excel table. This feature is extremely useful when entering or copying data in a table
format because the cell range which refers to the table is automatically extended when you add data to the table.

The easiest way of including your exact match keywords on the Keywords sheet is by exporting the data from Google Adwords to Excel. We recommend
exporting all your enabled keywords and then deleting all your phrase & broad matched keywords before copying the data onto the Keywords sheet. The
Match Type column indicates whether a keyword is an exact, phrase or broad match keyword.

Only the exact match keywords should be added to the Keywords sheet and it is only really the Keyword column which is used in the template. You can
therefore add or delete any other columns as long as you retain the Keyword column in its current position. We also recommend only retaining enabled
keywords on this sheet (Keyword Status of enabled) and therefore not including paused or deleted keywords.

Note: All the exact match keywords that are added to the Keywords sheet are indicated as "exact match" in the Keyword Status column on the Search sheet.

Invoices

As we've mentioned earlier on in these template instructions, the profitability of search terms can only be measured if invoice values are compared to
marketing costs. If you do not include invoice values in AdWords, we have provided the Invoice sheet which can be used to include your invoice values and
automatically populates the Invoice Values column on the Search sheet.

The invoice values that are included on the Invoices sheet should relate to the same date range as the search term data that is included on the Search
sheet. If you include search term data for 6 months, the invoice values should also relate to the same 6 month period otherwise the data will not be
comparable and may distort the measurement of profitability by individual search term.

Note: You need to be able to measure invoice values by search term in order to be able to include your invoice values in this template. We recommend
using Google Analytics to measure your invoice values by individual search term and exporting the invoice totals per search term for inclusion on the
Invoices sheet.

Note: If you already measure your invoice values in Google AdWords, the Invoices sheet is not required and can therefore safely be deleted. You also then
need to delete the Invoice Values column on the Search sheet.

Search Term Analysis

Different types of businesses may measure their search term data by using vastly different approaches but we recommend the following general approach
when reviewing the search term results that are included on the Search sheet:

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Excel Skills | Google Adwords - Search Terms Template
Instructions
www.excel-skills.com

■ Once you have added all your data to the template, we recommend sorting the Search sheet by conversion (descending), conversion value (descending),
cost (descending) and search term (ascending). All your search terms with the most conversions will then be included at the top of the sheet.
■ Review the Keyword Status and ROI for the search terms with the highest number of conversions. Consider adding search terms with a keyword status of
"no" as exact match keywords to your AdWords marketing campaign but also only if the ROI is higher than a minimum of 1 (or other profitability benchmark
which is suitable for your business).
■ Look for search terms with a ROI of less than 1 and where the keyword status is "exact match". Consider removing these keywords from your AdWords
marketing campaign.

■ Look for search terms with a zero ROI and where the Keyword Status is "exact match". These search terms basically resulted in no conversions and you
should seriously consider removing these exact match keywords from your marketing campaign especially where significant costs have been incurred.
■ Review your search term list for phrases (or even single words) that appear frequently and then use the Column Filter to search for these words or
phrases. The Column Filter feature can be selected by clicking the filter selection arrow next to the column heading and the Search feature can be found
above the individually listed search terms.
■ When you search a word or phrase, the totals above the column headings display results for only the visible cells - this therefore provides an accurate
indication of the profitability of targeting the searched word or phrase. Profitable searches can be added as phrase matched keywords and you can consider
adding searches that are not profitable as negative keywords.
■ Note: When performing filter searches, the sequence in which a phrase is entered is important. For example, if we search for "excel accounting", the
search results will only include instances where the two words are found in this order. We therefore may also need to search for "accounting excel" in order
to cover the search terms where the order of the words differs.
■ Note: After completing all your searches, remember to clear the filter from the Search Term column so that data is not inadvertently copied over a filtered
cell range.

■ When analysing search terms, we recommend compiling an analysis based on different date ranges. Some keywords may not have been profitable over
say a one month period but have been profitable over a three month period. It is therefore more prudent to consider search term statistics over different
periods and we therefore recommend completing the search term analysis over a 1 month, 3 month and 12 month period.
■ Note: Different versions of the file can be saved in order to compile a search term analysis over different periods. If your invoice values are included in
Google AdWords, you can also simply copy the Search sheet in order to compile an analysis for a different period because the Invoices sheet is not
required.

Help & Customization

If you experience any difficulty while using this template and you are not able to find the appropriate guidance in these instructions, please e-mail us at
[email protected] for assistance. This template has been designed with flexibility in mind to ensure that it can be used in most business
environments. If however you need an Excel based template that is customized specifically for your business requirements, please e-mail our Support
function and provide a brief explanation of your requirements.

© Copyright

This template remains the intellectual property of www.excel-skills.com and is protected by international copyright laws. Any publication or distribution of this
template outside the scope of the permitted use of the template is expressly prohibited. In terms of the permitted use of this template, only the distribution of
the template to persons within the same organisation as the registered user or persons outside the organisation who can reasonably be expected to require
access to the template as a direct result of the use of the template by the registered user is allowed. Subsequent distribution of the template by parties
outside of the organisation is however expressly prohibited and represents an infringement of international copyright laws.

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Google AdWords
Search Term Report
© www.excel-skills.com 2,455 23,890 10.3% 22,280 9.08 126 59,807 176.82 5.1% 2.68 59,807
Total conv. Keyword Invoice
Search term Clicks Impressions CTR Cost Avg. CPC Conversions value Cost / conv. Conv. rate ROI Status Value
statement of cash flow 365 4,670 8.0% 1,154 3.16 30 7,515 38.47 8.0% 6.51 exact match 7,515.00
management accounting 140 2,280 6.0% 1,611 11.50 25 4,875 64.42 18.0% 3.03 exact match 4,875.00
online financial accounts software 320 3,940 8.0% 3,125 9.77 20 30,660 156.25 6.0% 9.81 no 30,660.00
statement of cash flow software 435 4,110 11.0% 2,418 5.56 12 3,660 201.50 3.0% 1.51 exact match 3,660.00
business plan projections software 30 150 20.0% 157 5.25 7 1,229 22.49 23.0% 7.81 no 1,229.00
valuation software 10 20 On this sheet:
50.0% 9 0.90 6 1,053 1.50 60.0% 117.00 exact match 1,053.00
simple company valuation calculator
Extract15
search term 40
data from your
38.0%
Google AdWords
229
account
15.28
and paste 4 2,280 57.30 27.0% 9.95 no 2,280.00
onto this sheet. Keywords which have been added as exact match
accounting software 10 20 50.0% 125 12.54 4 1,404 31.35 40.0% 11.20 exact match 1,404.00
keywords will automatically be indicated and if your invoicing is separate
programs that compile financial accounts 5 10 50.0% 36 7.12 3 1,053 11.87 60.0% 29.58 no 1,053.00
from AdWords, invoice values will also be displayed on the sheet. You can
cc financial accounts software 5 10 50.0% 35 7.08 3 1,053 11.80 60.0% 29.75 no 1,053.00
also use the Column Filters to display statistics for phrase match search
valuation calculation 5 10 50.0% 75 15.08 3 527 25.13 60.0% 6.99 exact match 527.00
terms. The columns with light blue column headings contain formulas and
bank approved financial accounts 5 10 50.0% 24 4.80 2 1,404 12.00 40.0% 58.50 no 1,404.00
are populated automatically.
accounting worksheet 5 10 50.0% 53 10.60 2 351 26.50 40.0% 6.62 exact match 351.00
preparation of ifrs financial accounts 5 10 50.0% 47 9.44 2 351 23.60 40.0% 7.44 no 351.00
best company valuation software 5 20 25.0% 93 18.64 1 1,760 93.20 20.0% 18.88 no 1,760.00
compiling financial accounts 5 20 25.0% 25 5.00 1 351 25.00 20.0% 14.04 no 351.00
business plan projection software free 5 50 10.0% 12 2.36 1 281 11.80 20.0% 23.81 no 281.00
management accounts software 165 1,250 13.0% 1,933 11.72 - - - 0.0% - exact match -
financial accounting software 115 800 14.0% 1,254 10.91 - - - 0.0% - exact match -
financial accounts software 45 530 8.0% 1,173 26.06 - - - 0.0% - exact match -
cc valuation software 35 130 27.0% 875 24.99 - - - 0.0% - no -
business plan projection software 130 1,020 13.0% 699 5.38 - - - 0.0% - exact match -
annual financial accounts software 30 370 8.0% 677 22.58 - - - 0.0% - no -
company valuation calculator 35 230 15.0% 653 18.67 - - - 0.0% - exact match -
company valuation software 25 280 9.0% 648 25.91 - - - 0.0% - exact match -
business plan forecast software 160 1,480 11.0% 605 3.78 - - - 0.0% - exact match -
management account software 45 140 32.0% 476 10.57 - - - 0.0% - no -
cash flow software 85 910 9.0% 472 5.55 - - - 0.0% - no -
annual financial accounts software 50 590 8.0% 456 9.11 - - - 0.0% - exact match -
company valuation calculator 30 230 13.0% 450 14.99 - - - 0.0% - exact match -
sme financial accounts software 25 80 31.0% 419 16.75 - - - 0.0% - no -
discounted cash flow valuation 15 100 15.0% 404 26.93 - - - 0.0% - no -
software for financial accounts preparation 15 60 25.0% 399 26.59 - - - 0.0% - no -
financial accounts software 15 60 25.0% 389 25.95 - - - 0.0% - exact match -
accounting management software 10 20 50.0% 377 37.74 - - - 0.0% - no -
financial accounts software for accountants 10 10 100.0% 358 35.76 - - - 0.0% - no -
projected cash flow software 45 220 20.0% 334 7.43 - - - 0.0% - no -

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Google AdWords
Exact Match Keywords
© www.excel-skills.com
Keyword Status Keyword Campaign Ad group Status Match type
Enabled [accounting software] Campaign 1 Ad Group 1.1 Eligible Exact match
Enabled [accounting worksheet] Campaign 1 Ad Group 1.1 Eligible Exact match
Enabled [business plan calculation] Campaign 2 Ad Group 2.1 Eligible Exact match
Enabled [business plan forecast software] Campaign 2 Ad Group 2.1 Eligible Exact match
Enabled [business plan forecast] Campaign 2 Ad Group 2.1 Eligible Exact match
Enabled [business plan forecasting software] Campaign 2 Ad Group 2.1 Eligible Exact match
Enabled Onsoftware]
[business plan projection this sheet: Campaign 2 Ad Group 2.1 Eligible Exact match
Enabled Extract keyword
[business data from your Google AdWords
plan software] Campaign 2 Ad Group 2.1 Eligible Exact match
account and paste onto this sheet. Only the exact
Enabled [statement of cash flow software] Campaign 3 Ad Group 3.1 Eligible Exact match
match keywords need to be retained on this sheet in
Enabled [statement of cash flow] Campaign 3 Ad Group 3.1 Eligible Exact match
order for the keywords to be indicated on the Search
Enabled [annual financial accounts software] Campaign 4 Ad Group 4.1 Eligible Exact match
sheet.
Enabled [caseware financial accounts software] Campaign 4 Ad Group 4.1 Eligible Exact match
Enabled [financial accounting software] Campaign 4 Ad Group 4.1 Eligible Exact match
Enabled [financial accounts software] Campaign 4 Ad Group 4.1 Eligible Exact match
Enabled [financials software] Campaign 4 Ad Group 4.1 Eligible Exact match
Enabled [monthly financial summary software] Campaign 4 Ad Group 4.1 Eligible Exact match
Enabled [software for preparation of financial accounts] Campaign 4 Ad Group 4.1 Eligible Exact match
Enabled [management accounting software] Campaign 5 Ad Group 5.1 Eligible Exact match
Enabled [management accounting] Campaign 5 Ad Group 5.1 Eligible Exact match
Enabled [management accounts software] Campaign 5 Ad Group 5.1 Eligible Exact match
Enabled [company valuation calculator] Campaign 6 Ad Group 6.1 Eligible Exact match
Enabled [company valuation software] Campaign 6 Ad Group 6.1 Eligible Exact match
Enabled [valuation calculation] Campaign 6 Ad Group 6.1 Eligible Exact match
Enabled [valuation software] Campaign 6 Ad Group 6.1 Eligible Exact match

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Google AdWords
Invoice Values
© www.excel-skills.com 59,807
Search Term Invoice Amount
accounting software 1,404
accounting worksheet 351
bank approved financial accounts 1,404 On this sheet:
best company valuation software 1,760 Copy your invoice data onto this sheet. Only the search terms
business plan projection software free 281 and invoice amounts are required but you can add additional
business plan projections software 1,229 columns between the two existing columns if necessary. This
cc financial accounts software 1,053 sheet is only required if you do not measure invoice values in
compiling financial accounts 351 Google AdWords.
management accounting 4,875
online financial accounts software 30,660
preparation of ifrs financial accounts 351
programs that compile financial accounts 1,053
simple company valuation calculator 2,280
statement of cash flow 7,515
statement of cash flow software 3,660
valuation calculation 527
valuation software 1,053

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