This week on Best Search Strategies, we will cover the Big Five of Facebook advertising. Tune into Webmaster Radio this Wednesday at 2:00 PM (PST) to learn the latest tips.

Need to increase your online exposure?  Look no further than Facebook’s 500 Million users to gain connections, raise brand awareness, acquire leads, and increase sales.  We’ll discuss the important factors to running a successful Facebook campaign.

Listen in as you’ll learn how to:

1. Easily target your market with demographic targeting feature
2. Increase the popularity of your company page
3. Engage your audience with Facebook events
4. Measure the success of your social media campaigns
5. Optimize images and text to improve your conversion rate

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This week BSS tackles a new topic. The display network has become a great format that some PPC advertisers have yet to venture. Join us this Wednesday at WebmasterRadio.com as we cover the advantages of Google’s display network.

Even though Google has continued to add many rich features to the display network (previously known as the content network), most advertisers still treat the display network as the forgotten stepchild and miss out on attracting profitable sales.

Listen in as you’ll learn about:

• How to structure your display campaigns for success
• Which types of display ads tend to bring the most qualified visitors
• How the power of re-targeting will bounce previous visitors back to your site to buy
• How to use Google’s Ad Planner tool to find the best display sites for your ads

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This week Best Search Strategies will be airing LIVE from the SES Conference in San Francisco. Join us this Wednesday at 2:00pm(PST) as the session broadcasts from the WebMasterRadio.FM booth.

Topics will include:

• Hear cool ways companies are using Facebook to ramp up sales
• Get the latest industry updates from the show
• Best Search Strategies Big Announcement

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CSE Formulas are a lost science to the vast majority of Excel Users.  CSE stands for Control+Shift+Enter.  CSE formulas allow you to perform array calculations.  Let’s see how it works:

To calculate to total product sum of each row, you will need to write 4 short formulas (see image) or 1 long one = (A2*B2)+(A3*B3) )+(A4*B4) )+(A5*B5) )+(A6*B6)

To utilize the power of CSE formulas and simplify your calculations you would enter the following formula in Cell C4 and get the same result:  =sum(A2:B6*B2:B6).  Before you press enter, Remember, you must press (CSE) Control+Shit+Enter.  This is the only way to convert your formula to calculate Arrays.  You will notice that your formula converted from =sum(A2:A6*B2:B6) to ={sum(A2:A6*B2:B6)}. This may sound like its not worth the time, but consider more complex formulas over 1,000s of cells!

Now, like a child in school you are asking yourself: “How am I going to use this in the real (SEM) world?”  Lets take a look…

Say you have 2,300 new keywords in a massive list targeted to provide physical therapy to people with back issues, but it’s a dirty list and you want to exclude any keywords related to surgery.

• Column A should have your keywords
• Column B should have your negative keyword list
• Column D will be where your CSE formula goes

Use the following formula in Cell D2: =IF(SUM(NOT(ISERROR(FIND($B$2:$B$6,A2)))*1)>0,TRUE,FALSE) & CTRL+SHIFT+ENTER
The only variable you need to change in this formula is $B$6: The 6 represents the last row on which you negative keyword list ends.  In this example, it ends on Row 6.  If it ends on row 50, then the formula would change to $B$50 or ={IF(SUM(NOT(ISERROR(FIND($B$2:$B$50,A2)))*1)>0,TRUE,FALSE)}

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Copy the formula down to the last row in Column A.  Turn on Filter and select True from Column D or sort by Column D.  You can now delete those rows which you do not want and continue with your clean keyword list.

You can also use this formula to build an account structure. Instead of using negative keywords, add a list of like minded words to help you group into campaigns and adgroups.

Excel, Keywords, negative keywords, SEM