Anyone who has ever managed a PPC campaign of any size has had to manage huge data sets within Excel. VLookups has become a common method of manipulating and analyzing large data tables. But there are two other functions, Index and Match, that provide additional functionality which many help you better optimize your PPC campaigns. Let’s take a look at the benefits of these two functions, and explain how you can go about integrating them into your data management strategy. Why use it? Using INDEX with MATCH instead of VLOOKUP to look up values in a table is preferable for the following reasons:
- You can look up values in any column in the table (VLOOKUP limits you to the left-most column).
- You can return values from a column referenced by name, rather than by relative position (like “5”, as VLOOKUP requires). For example, you can return from the “Cost” column (by looking up the word “Cost” in the row of column headers), instead of having to count the number of columns from the left until you get to the “Cost” column, and then give that number to VLOOKUP.