You clone campaigns for three reasons:
- Account expansion: You've optimized your “sweet spot” traffic to comfortable profitability, and now you want to expand your reach to less-targeted, but still potentially profitable, traffic.
- More accurate bid management: You know or suspect that a campaign is targeting two or more subgroups whose cost per conversions are significantly different and you have enough traffic volume to support the split.
- More targeted messaging: You know or suspect that a campaign is targeting two or more subgroups whose mindsets and buying criteria are significantly different and you have enough traffic volume to support the split.
Cloning for account expansion
Unless you just opened this book for the first time and reached this page at random (or, if you're reading this on a Kindle, they've added an “I feel lucky” button), chances are you've already heard us give the fire and brimstone sermon about separating traffic into different campaigns rather than accept the Google default of “All Networks, All Devices, All Countries, All Demographics, All the Time.” And you've also been hit over the head, no doubt, on the importance of starting with your “sweet spot” traffic: the prospects most likely to resonate with your offer and thus convert into leads or sales at the lowest cost per conversion.
To illustrate graphically why this is so important, and why so many AdWords advertisers mistakenly think that AdWords traffic is too expensive and therefore give ...