Creating Mirrored Campaigns in AdWords in 5 Steps
Step 1: Copy the current campaign for which you want to create a mirrored campaign. Make sure that you copy each ad group, text ads, keywords and negative keywords. Correctly label both campaigns. For example, use the labels “Mirrored – Broad” and “Mirrored – Exact” in the campaign name.
Step 2: Change the keyword matching option in the original campaign to exact match and make sure that broad match is used for keywords in the new campaign (you might also add your keywords at phrase match in this campaign).
Step 3: To ensure that the exact keywords are only activated by the exact mirrored campaign, it is important to add the exact keywords as negative keywords in the mirrored broad campaign.
Step 4: Spread the initial daily budget between the two campaigns. It is advisable to increase the budget allocated to the exact mirror campaign. Furthermore, it is recommended to raise the CPC bid for keywords whereby the message “low search volume” appears to ensure ad impressions for that specific search query.
Step 5: Measure and optimize the campaigns. Check the actual search queries for the broad mirrored campaign to find out which keywords convert. Next, you can add the converting keywords as exact keywords in the exact mirrored campaign. Also, you should exclude underperforming keywords in the broad mirrored campaign. It is important to keep a close eye on the real search queries because long specific search queries that are triggered via the mirrored broad campaign can result in interesting leads. Finally, in order to calculate the returns of mirrored campaigns you should compare the AdWords cost and conversion data of the mirrored campaigns with the non-divided campaign in the preceding period.
Results of Mirrored Campaigns
Both campaigns have shown a substantial decrease in CPA during the period in which the mirrored campaigns have been created compared with the original non-divided campaign in the preceding period. To be specific: a decrease in CPA of 48.9% and 37.5% has been achieved. Despite the possible seasonal effects and the impact of other optimizations, the results are promising in such a way that we can assume that mirrored campaigns contribute to a lower CPA.
The table above also shows several interesting differences between the results of the broad and exact mirrored campaign. For instance, the conversion rate is higher for the exact campaigns and the average CPA for exact campaigns is considerably lower.