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 On
Onthis
thissheet:
sheet:
indicated and if invoicing is not incorporated into the user's AdWords account, the invoices can be included in the template in order to This
This sheet
sheet includes
includes detailed
detailed instructions
instructions
analyse the profitability of individual search terms. The template results can be used to measure the profitability of individual search terms or on
on setting
setting up
up and
and using
using this
this template.
template.
phrases and to then adjust keywords on AdWords.

The following sheets are included in the template:

Search - extract search term data from your Google AdWords account and paste onto this sheet. Keywords that have been 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 should be copied for all new rows.
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.
BUY
BUY FULL
FULL VERSION
VERSION TO
TO
Search Term Data UNLOCK!
UNLOCK!

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. These formulas should be copied for all the new search terms that are added to the sheet.

Note: All the data that is added to the Search sheet should be included in a continuous cell range otherwise all the rows may not be
included in the template calculations. Blank rows should therefore not be inserted between rows that contain data.

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 (N) 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 N) 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. Simply clear all the nil values in the Total Conversion Value
column and enter "=N5" as the formula in the first cell in the column to link the two columns. Then copy this formula into all the rows that
contain data.

The return on investment is calculated by dividing the Total Conversion Value (column I) 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.

Page 3 of 8
Excel Skills | Google Adwords - Search Terms Template
Instructions
www.excel-skills.com

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 On
Onthis
thissheet:
sheet:
therefore need to be included on the Keywords sheet. This
This sheet
sheet includes
includes detailed
detailed instructions
instructions
on
on setting
setting up
up and
and using
using this
this template.
template.
Note: All the data that is added to the Keywords sheet should be included in a continuous cell range otherwise all the rows may not be
included in the template calculations. Blank rows should therefore not be inserted between rows that contain data.

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 on the
Search sheet. We 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: All the data that is added to the Invoices sheet should be included in a continuous cell range otherwise all the rows may not be
included in the template calculations. Blank rows should therefore not be inserted between rows that contain data.

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:
■ 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.

Page 4 of 8
Excel Skills | Google Adwords - Search Terms Template
Instructions
www.excel-skills.com

■ 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 On
Onthis
thissheet:
sheet:
the Invoices sheet is not required. This
This sheet
sheet includes
includes detailed
detailed instructions
instructions
on
on setting
setting up
up and
and using
using this
this template.
template.
Template Settings

The functionality that has been included in this template uses named cell ranges in order to produce the reports that form part of this
template. Most of the formulas that are used in this template are based on named cell ranges that include the first 65,000 rows on the
appropriate sheet. When the number of entries that you've recorded on the sheet reaches this limit, you will therefore need to extend the
default number of rows in order to include all your entries in the template calculations.

The named cell ranges can be extended by accessing the main Insert menu, selecting Name, and selecting Define in order to open the
Define Name dialog box. The calculations that include the entries on the Data sheet are all based on the "Records" named range. This
named cell range includes a default value of 65,000 - you can therefore extend the number of entries that are included in the template
calculations by simply entering a new value for this named range and clicking the OK button.

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 support@excel-skills.com 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.

Page 5 of 8
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. Invoice
Search term Clicks Impressions CTR Cost Avg. CPC Avg. position Conversions value Cost / conv. Conv. rate ROI Keyword Status Value
statement of cash flow 365 4,670 8.0% 1,154 3.16 1.67 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 1.30 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 1.22 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 1.70 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 1.17 7 1,229 22.49 23.0% 7.81 no 1,229.00
valuation software 10 20 50.0% 9 0.90 1.17 6 1,053 1.50 60.0% 117.00 exact match 1,053.00
simple company valuation calculator 15 40 38.0% 229 15.28 3.80 4 2,280 57.30 27.0% 9.95 no 2,280.00
accounting software 10 20 50.0% On
On this
this sheet:
125
sheet: 12.54 2.34 4 1,404 31.35 40.0% 11.20 exact match 1,404.00
Extract
Extract search
search term
term data from youryour Google
Google AdWords account and
and paste
paste onto this sheet.
programs that compile financial accounts 5 10 data from50.0% AdWords
36 account 7.12 onto
2.34this sheet. 3 1,053 11.87 60.0% 29.58 no 1,053.00
Keywords
Keywords thatthat have
have been
been added
added as as exact
exact match
match keywords
keywords willwill automatically
automatically bebe indicated
indicated and
and ifif
cc financial accounts software your 5 10 50.0% 35 7.08 2.34 3 1,053 11.80 60.0% 29.75 no 1,053.00
your invoicing
invoicing isis separate
separate from
from AdWords,
AdWords, invoice
invoice values
values will
will also
also be
be displayed
displayed onon the
the sheet.
sheet. You
You
valuation calculation can also5use
can also use the 10 Filters
the Column
Column to50.0%
Filters to display statistics75
display statistics for
for phrase 15.08
phrase match
match search 1.17 The
search terms.
terms. The columns
columns 3 527 25.13 60.0% 6.99 exact match 527.00
bank approved financial accounts with
with light
5 blue
light blue column
column10headings
headings contain
50.0% formulas
contain formulas which
which should
24 be
should4.80be copied
copied for all
all new
for4.68 new rows
rows that
that2 1,404 12.00 40.0% 58.50 no 1,404.00
accounting worksheet 5 10 are
are added
50.0% added toto the
53 sheet.
the sheet. 10.60 1.17 2 351 26.50 40.0% 6.62 exact match 351.00
preparation of ifrs financial accounts 5 10 50.0% 47 9.44 1.17 2 351 23.60 40.0% 7.44 no 351.00
best company valuation software 5 20 25.0% 93 18.64 1.17 1 1,760 93.20 20.0% 18.88 no 1,760.00
compiling financial accounts 5 20 25.0% 25 5.00 2.34 1 351 25.00 20.0% 14.04 no 351.00
business plan projection software free 5 50 10.0% 12 2.36 1.87 1 281 11.80 20.0% 23.81 no 281.00
management accounts software 165 1,250 13.0% 1,933 11.72 1.32 - - - 0.0% - exact match -
financial accounting software 115 800 14.0% 1,254 10.91 1.43 - - - 0.0% - exact match -
financial accounts software 45 530 8.0% 1,173 26.06 1.22 - - - 0.0% - exact match -
cc valuation software 35 130 27.0% 875 24.99 1.80 - - - 0.0% - no -
business plan projection software 130 1,020 13.0% 699 5.38 1.70 - - - 0.0% - exact match -
annual financial accounts software 30 370 8.0% 677 22.58 1.17 - - - 0.0% - no -
company valuation calculator 35 230 15.0% 653 18.67 1.84 - - - 0.0% - exact match -
company valuation software 25 280 9.0% 648 25.91 1.46 - - - 0.0% - exact match -
business plan forecast software 160 1,480 11.0% 605 3.78 2.21 - - - 0.0% - exact match -
management account software 45 140 32.0% 476 10.57 1.17 - - - 0.0% - no -
cash flow software 85 910 9.0% 472 5.55 1.64 - - - 0.0% - no -
annual financial accounts software 50 590 8.0% 456 9.11 1.19 - - - 0.0% - exact match -
company valuation calculator 30 230 13.0% 450 14.99 1.73 - - - 0.0% - exact match -
sme financial accounts software 25 80 31.0% 419 16.75 2.05 - - - 0.0% - no -
discounted cash flow valuation 15 100 15.0% 404 26.93 1.17 - - - 0.0% - no -
software for financial accounts preparation 15 60 25.0% 399 26.59 1.37 - - - 0.0% - no -
financial accounts software 15 60 25.0% 389 25.95 1.76 - - - 0.0% - exact match -
accounting management software 10 20 50.0% 377 37.74 6.44 - - - 0.0% - no -
financial accounts software for accountants 10 10 100.0% 358 35.76 4.68 - - - 0.0% - no -
projected cash flow software 45 220 20.0% 334 7.43 1.70 - - - 0.0% - no -

Page 6 of 8
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 [business plan projection software] Campaign 2 Ad Group 2.1 Eligible Exact match
On
On this
this sheet:
sheet:
Enabled [business
Extract
Extract plan software]
keyword
keyword data
data from
from your
your Google
Google AdWords Campaign
AdWords account
account 2 paste
and
and paste Ad Group 2.1 Eligible Exact match
Enabled onto this
this sheet.
[statement
onto Only
of cash
sheet. flow the
Only the exact
exact match
software] match keywords
keywords need to
to be
be retained
Campaign
need 3
retained Ad Group 3.1 Eligible Exact match
Enabled on this sheet
on this sheet
[statement in
of cashin order for the keywords to be indicated
order for the keywords to be indicated
flow] Campaignon3 the
on the Ad Group 3.1 Eligible Exact match
"Search"
"Search" sheet.
sheet.
Enabled [annual financial accounts software] Campaign 4 Ad Group 4.1 Eligible Exact match
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

Page 7 of 8
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
best company valuation software 1,760 On
On this
this sheet:
sheet:
business plan projection software free 281 Copy
Copy your
your invoice
invoice data
data onto
onto this
this sheet.
sheet. Only
Only the
the search
search terms
terms and
and invoice
invoice
amounts
amounts are
are required
required but
but you
you can
can add
add additional
additional columns
columns between
between the
the two
two
business plan projections software 1,229
existing
existing columns
columns ifif necessary.
necessary. This
This sheet
sheet is
is only
only required
required ifif you
you do
do not
not measure
measure
cc financial accounts software 1,053 invoice
invoice values
values in
in Google
Google AdWords.
AdWords.
compiling financial accounts 351
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

Page 8 of 8