From the basics in Excel you need:
In addition, you always need to fix headers and set filters on them, have an index column (#) to return the original order in which case, and understand the purpose of wildcard symbols in Excel (~, * ,?). I also advise you to deeply explore the functions of search and replace (I’m serious) and copy and paste (yes).
Another thing from the basics is to learn how to write macros and execute them (it’s not difficult at all, you can figure it out in two minutes, just by googling). This is where automation begins in Excel, macros can save you a lot of time if you configure them for routine tasks. When you want to dig deeper, you can start looking at their code and learn VBA from them. In addition to macros, you can learn how to write UDFs – these are user-defined functions that are usually used to replace long combinations of functions, which also speeds up the work.
Now, regarding the use of Excel and in particular my add-in in the contextual advertising itself:
- First, you first need to deeply understand stop words and negative keywords and their specifics in Yandex.Direct and AdWords. The reach and effectiveness of advertising campaigns directly depend on their skillful use. When working with them on a large scale, it will immediately become necessary to automate the insertion and removal of modifiers in front of stop words, the conversion of negative keywords in the one-line Yandex format to the Google line-by-line format. This is where the SEMTools add-on is required.
- Further – the identification, extraction and removal of toponyms – operations that are usually done “pens”. Here, too, my superstructure will come to the rescue, it “knows” a lot of them. Most experienced professionals understand the importance of working with geomarkers. They can do both good and harm. The main problem is a huge number of them, and you cannot predict in advance which ones will occur in your semantics.
In things more complicated, my superstructure can be much more involved. It allows you to build frequency dictionaries, cluster, lemmatize, normalize, remove duplicates, search for preset word lists and your own, and much more. Read more in the description of the add-on or ask questions to me personally.