Google Adwords: 6 Strategic Uses of Campaign Cloning
Campaign "cloning" is a very useful optimization technique that aims to segment campaign statistics to better identify optimization opportunities.
For example, the same campaign can be duplicated and one of the versions only receives traffic from tablets and mobile devices.
The only requirement is to have a campaign that generates a considerable volume of traffic to justify the separation of the campaign in multiple campaigns, since each campaign generates its own metrics, so if your campaign receives little traffic it does not make any sense to divide the traffic to half.
The best way to clone a campaign is by using the "copy and paste" function of the Adwords Editor, in this way you can do in less than 60 seconds a job that would be tedious to do in the Adwords web interface.
Now what was promised in the title of the article, 6 strategic uses for cloning Campaigns in Google Adwords:
1. Separate traffic by network
Search traffic is like the yellow pages: people have a current need and are looking to fill it. Display traffic, on the other hand, is made up of people who were interrupted by the ad while doing something else. If you use the same ads and offers on both networks, at least one of them will not be optimized at all.
2. The separation of search traffic by match type
The "exact", "phrase" and "broad" match types usually perform differently with each other.
Exact match keywords generally achieve the best value per conversion, as you can specify exactly what you are looking for in your ads.
Broad match keywords are used to get a good amount of long-tail traffic, which well optimized can generate higher conversion volumes than if all the keywords were exact.
By creating campaigns of different match types, it is easy to spot trends and differences between each match type to make further decisions.
3. Separate Display Traffic By Ad Type
Text and image ads on the display network perform very differently from each other, so it is useful to see them in separate campaigns.
In this case, the campaign is simply copied and text ads are loaded in one and image ads in another.
4. Separate traffic by device type
In Adwords Editor, you can create campaigns for desktops, laptops, tablets and cell phones respectively.
5. Separation of traffic by country or region
Traffic from different countries often responds very differently to ad and offer text. The separation of this traffic (which can be done easily in the Editor) allows to optimize the message for each country.
In a single country, it is often useful to display different messages in different regions.
6. Geographical orientation
Each campaign can target a different geographic region or time zone. Use the Geo-targeting Editor and schedule your ads in the AdWords web interface.
These are just some optimization ideas that can be carried out by cloning Google Adwords campaigns, I am sure that you also have other optimization ideas to share using the campaign cloning technique 🙂
