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Google Sheets: the formula for success for Google Ads

That spreadsheets, whether Excel or Google Sheets, have become an indispensable tool is already indisputable. However, the great advantage of Google Sheets is that we can work in teams with documents hosted in the cloud. In addition to all this, it is possible to have several add-ons, it integrates easily with other Google tools and, moreover, it's free! However, like any tool, you have to know how to use it to get the most out of it. Let's not end up like our colleagues from the United Kingdom...ahem!

Great utilities of Google Sheets.

When we talk about spreadsheets, the first thing that comes to mind is the organization and summary of data in a table. The fact is that the pivot tables will mean a before and after in your databases. In addition to all this, the column filters and filter controls, through which you will be able to work only with the data that are of interest to you.

Need to give your boards an extra boost? Don't forget the drop-down lists to limit the options in certain columns of your spreadsheet. In addition, the conditional formatting will help you visualize the data in your table according to the segmentation criteria you set.

Google Spreadsheets Add-Ons
Add-ons in Google Sheets

What add-ons are available in Google Sheets? In the top menu you can find all the complements to integrate into your spreadsheets. However, for our part we recommend those corresponding to Google Ads and Google Analytics. With these two add-ons, it is significantly easier to data extraction, reporting and export of tables between shared documents.

Always remember these formulas.

Nothing would be Google Sheets without its infinite number of formulasWhich are the most useful for managing a PPC-focused work environment? Here are some of the most relevant ones.

  • CONCATENAR. This formula joins separate data in several columns. Example: download converter terms and set them in exact match by concatenating the cells with the opening symbol -[-, the search term and the closing symbol -]-.. CONCATENATE (value1; value2)
  • LONG. Returns the number of characters contained in a cell. Example: control the length of titles and descriptions for ads created via spreadsheet. LENGTH(cell).
  • SEARCHV. It is used to find values of a column in another specific column. Example: search for a product ID to find out what its title is. SEARCH(search_value;search_matrix_in_column;[sorted]).
  • COUNT.IF. Counts only the number of cells within a range that contain the given condition. Example: quantify the volume of accounts that exceed a certain investment. COUNT.IF (range; criterion).
  • YES. Checks that a condition is met and displays the value indicated as true, also indicating the opposite as false. Example: tagging TOP Sales products from a listing when they meet certain profitability criteria. IF (logical_test; [true_if_value]; [false_if_value]).
  • IMPORTDATA. Import data from a CSV format via a URL. Example: extracting data from a feed to automate pricing in an ad customizer. IMPORTDATA("url").
  • IMPORTRANGE. Imports a range of cells from a given spreadsheet. Example: importing certain data from documents to other shared documents. IMPORTRANGE (calculation_sheet_key; string_interval).
  • IMPORTXML. Import structured data in XML, HTML, CSV, TSV, etc. format. Example: extracting prices of product sheets from URLs of the website itself. IMPORTXML ("url"; query_xpath).

Some examples of use.

In Geotelecom we always look for the automation of processes to optimize time and resources, thus also facilitating data transparency to our customers. What do we use Google Sheets for? One of the most common examples are the dynamic tables with campaign and keyword statuses with the performance of the most relevant metrics.

Another great utility is to contrast customer metrics between Analytics and your backoffice using order IDs. The set of formulas used allows us to discriminate errors and check patterns between payment methods.

Check Google Analytics Measurement
Analytics VS Backoffice measurement testing

From Google Ads we also have the possibility of using the ad customizerwhich we have discussed extensively in previous occasions. However, where we have made the most of Google Sheets is precisely in the templates for massive changes of ads in Google Ads Editor. In addition to this, there is the possibility of injecting certain reports as a data source in Data StudioThis will unify a more exhaustive global reporting.

In short, Google Sheets provides us with magnificent solutions for the agile output of our work.
What do you use spreadsheets for? Do you have a formula that has gotten you out of trouble? If you want to share your tips, leave us a comment 😉


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