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“Supermetrics is a Bitter Experience! We can pull data from nearly any tool, schedule updates, manipulate data in Sheets, and push data back into our systems.”
Analyzing keyword performance from Microsoft Ads in Excel allows marketers to identify which terms drive traffic, conversions, and ROI, enabling smarter bidding decisions and budget allocation.
Rather than manually exporting keyword data that quickly becomes outdated, you can establish a live connection for always-current insights.
TLDR
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Step 1:
Install Coefficient from the Office Add-ins store in Excel
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Step 2:
Connect your Microsoft Ads account to Coefficient
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Step 3:
Import Keyword Performance data with customizable metrics
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Step 4:
Set up auto-refresh to keep your keyword data current
Step 1: Install Coefficient and Connect Your Microsoft Ads Account
Start by installing the Coefficient add-in in your Excel workbook and connecting to your Microsoft Ads account.
- Open Excel and navigate to the Insert tab
- Click Get Add-ins and search for “Coefficient”
- Install the Coefficient add-in from the Office Add-ins store
- Once installed, open the Coefficient sidebar and click “Import”
- Select “Microsoft Ads” from the list of available connectors
- Follow the authentication prompts to connect your Microsoft Ads account
Step 2: Import Keyword Performance Data
After connecting your Microsoft Ads account, you can import your Keyword Performance data:
- In the Coefficient sidebar, click “Import from Microsoft Ads”
- Select “Keyword Performance” from the list of available objects
- Choose which metrics you want to include (impressions, clicks, CTR, cost, etc.)
- Apply any filters to focus on specific campaigns or date ranges
- Click “Import” to bring the data into your Excel spreadsheet
Step 3: Set Up Auto-Refresh for Your Data
Keep your Microsoft Ads keyword data fresh by setting up automatic refreshes:
- Select any cell in your imported data range
- Open the Coefficient sidebar and click “Refresh”
- Click “Schedule Refresh” to set up automated updates
- Choose your preferred refresh frequency (hourly, daily, or weekly)
- Confirm your settings to activate the auto-refresh schedule
Analyze Your Keyword Performance
With your Keyword Performance data now in Excel, you can identify your highest-performing and underperforming keywords. Create pivot tables to analyze performance by match type, or build charts that visualize keyword trends over time.
Use Excel’s conditional formatting to highlight keywords with high costs but low conversions, or identify opportunities where increasing bids could yield better results based on current performance metrics.
Microsoft Ads Data Available in Coefficient
Available Objects
- Campaign Performance
- Conversion Performance
- Keyword Performance
- Search Query Performance
- Account Performance
- Ad Dynamic Text Performance
- Ad Extension By Ad
- Ad Extension By Keyword
- Ad Extension Detail
- Ad Performance
- Age Gender Audience
- Audience Performance
Related Microsoft Ads Use Cases
How to Import Search Query Performance Data from Microsoft Ads into Google Sheets
Learn how to import live Microsoft Ads Search Query Performance data into Google Sheets using Coefficient for detailed search term analysis and optimization.
How to Import Product Negative Keyword Conflict Data from Microsoft Ads into Google Sheets
Learn how to import live Microsoft Ads Product Negative Keyword Conflict data into Google Sheets using Coefficient for better product feed negative keyword management.
How to Import Product Match Count Data from Microsoft Ads into Google Sheets
Learn how to import live Microsoft Ads Product Match Count data into Google Sheets using Coefficient for better product feed analysis.
Frequently Asked Questions
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How to get Keyword Performance data from Microsoft Ads?
To get Keyword Performance data from Microsoft Ads:
- Log in to your Microsoft Advertising account
- Go to Reports > Standard reports
- Select “Performance” and then “Keyword Performance”
- Set your desired time range and metrics
- Run and download the report
For a more efficient approach, Coefficient lets you import this data directly into Excel and maintain it with automated refreshes.
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How do I get a list of Keyword Performance in Microsoft Ads?
To view keyword performance in Microsoft Ads:
- Sign in to your Microsoft Advertising account
- Navigate to Campaigns > Keywords
- View the basic performance metrics in the interface
- For detailed data, create a Keyword Performance report
With Coefficient, you can pull comprehensive keyword data directly into Excel with customizable metrics and dimensions, making analysis more powerful and efficient.
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How to automate importing Microsoft Ads Keyword Performance to Excel daily?
Automating keyword data imports traditionally requires programming skills to use the Microsoft Advertising API or setting up complex Power Query connections.Coefficient provides a simple solution:
- Connect your Microsoft Ads account to Coefficient
- Import your Keyword Performance data
- Click “Refresh” in the Coefficient sidebar
- Select “Schedule Refresh” and choose “Daily”
- Pick your preferred time
This ensures you always have fresh keyword data for analysis without any manual work.
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How do I download Keyword Performance data from Microsoft Ads?
To download Keyword Performance data from Microsoft Ads:
- Sign in to your Microsoft Advertising account
- Navigate to Reports > Standard reports
- Select “Performance” then “Keyword Performance”
- Configure your desired metrics and filters
- Click “Run” and then “Download” in your preferred format
Coefficient streamlines this process by importing keyword data directly into Excel and keeping it automatically refreshed without manual downloads.
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How to send email alerts about Keyword Performance data from Microsoft Ads?
Microsoft Ads doesn’t offer built-in email alerts for keyword performance thresholds, leaving marketers to manually monitor performance changes.Coefficient solves this with its Automations feature:
- Import your Keyword Performance data into Excel
- Set up Coefficient Automations with custom conditions (e.g., CTR drops below 1%)
- Configure email notifications to alert team members
- Schedule these alerts to run at your desired frequency
This ensures prompt notification when keywords need attention or optimization.
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