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

San Diego based SEO & PPC Management Agency will have two speakers at the SES San Jose conference.  Since 1999 Search Engine Strategies has been the premier speaking venue for search marketing experts.  These conventions originally came from a need for greater transparency into the inner workings of the search engines from e-retailers, early internet marketers and web designers.

The people creating and refining search were speakers but also attended to bounce ideas off of one other.  The original moderators included Google CEO Larry Page, who’s last name lives on in the “Page Rank” system, as well as Danny Sullivan, editor of search engine watch, a staple at every SES event over the past nine plus years.

There has been dynamic change to the culture of the event.  This is in part due to the level of expertise of the audience, the expansion of the marketing field and the increasing importance of having a complete and visible online presence.

Engine Ready CEO Jamie Smith and Vice President Brian Lewis were invited to speak at the event about Pay Per Click studies and marketing strategies.  In 2005 prior to the first SES speaking engagement Engine Ready was asked to present at the Irvine Chamber of Commerce.  Since then they have spoke at about 12 events a year and host a webmaster radio series which totals close to 20 speaking events each year.

SES is the largest event of its kind and one of the broadest fields of internet marketing intelligence.  Originally it was a great way to share knowledge and incubate ideas to continue innovating in the field of search marketing software and service.  It turned out to be a great cultivator of business as well.

This is especially true in the case of the 2007 PPC summit in Boston where Engine Ready presented a PPC tactic called Operation Camouflage. This was a competitive marketing strategy to keep your top competitors in the dark as to your PPC initiatives with geotargeting tools.  In competitive industries where timing and rollouts are a big factor this tactic allowed clients to extend the youth of their product. By placing client PPC ads in all areas outside of their competitors visibility it lengthened the amount of time that it took for them to react to an effective marketing campaign lengthening the amount of time that the campaign would remain optimally profitable.  This was immediately beneficial to users and easy to implement.

Other Engine Ready strategies are available in our SEM resources.

In the upcoming month Engine Ready will be represented at SES in San Jose.  Brian Lewis will be speaking on his experience using anecdotal experience to spark interest and create relationships to the value of a product or service.  Jamie Smith will be presenting on meaningful SEO metrics a method to get a pulse on the effect of your SEO efforts.

They hope that the audience takes away useable knowledge to immediately implement into their PPC management strategy through hands-on interaction as well as a new bag of tricks including emerging industry tools and tactics and product positioning strategies.

The trend has been that the audience is not there to gain general SEM information but is focused on finding a specific solution or better exploiting a niche of SEM.  This year will keep the trend in drawing an audience that has a laser focus on solving a specific search marketing issue. Engine Ready is glad to be a part of SES San Jose 2009 as a leading provider of search marketing solutions and proud member of the SES community.

SES San Jose 2009:
August 10-14: The Mcenery Convention Center
To attend this year’s event visit:
www.searchenginestrategies.com/sanjose
Stop by and see us at booth #521

Pay Per Click agency, San Diego Pay Per Click, SEM, SEO, SES 2009, SES San Jose