Should you duplicate a successful ad group to other cities?

Short Answer: You should only duplicate an ad group to other cities once you’ve maxed out the potential of the ad group in its current city.

Full Explanation

Duplicating a successful ad group to additional cities may seem like a smart way to expand your reach quickly. However, it’s important to ensure that you have fully optimized and extracted the maximum potential from the ad group in its original city before extending it to new locations. This means letting the ad group run its course, gathering sufficient data, and perfecting its performance metrics locally.

Once you reach this stage of maximization in one city, duplicating the ad group for similar cities makes strategic sense, as the established success can be leveraged effectively. Premature duplication risks spreading resources too thin and potentially overlooking key adjustments specific to each new market.

Step-by-Step Breakdown

Launch and optimize: Start with an ad group in a single city and focus on maximizing its effectiveness there.
Monitor performance: Track key indicators such as click-through rate, conversions, and return on investment until they plateau.
Refine and improve: Make necessary adjustments and improvements to squeeze out the best possible results.
Confirm maximization: Ensure that the ad group has delivered its full potential in the city, with little room for further growth.
Duplicate thoughtfully: Only after reaching this point should you consider copying the ad group to other cities, where you can then optimize for the local audience.

Real Examples

When an ad group performs exceptionally well in one city—showing strong engagement and conversion rates—this success indicates that the advertising strategy resonates with the target audience there. At that point, you can replicate the winning elements for campaigns in other cities. This approach helps avoid premature scaling and ensures resources are used efficiently.

Common Mistakes

Duplication too early: Copying an ad group to other cities before it has fully matured in the original location can lead to poor performance because the best setup hasn’t been achieved yet.
Ignoring local differences: While duplicating, failing to adapt the ad group to each city’s specific market nuances can diminish results.
Spreading budget thinly: Multiplying campaigns too soon may reduce focus and hinder data collection, resulting in suboptimal optimization.

FAQs

How do I know when an ad group is maxed out in one city?: Typically, you’ll notice key performance indicators stabilizing without significant improvement despite ongoing optimization efforts.
Should I adjust ad content when duplicating to a new city?: Yes, tailoring your ads to reflect local preferences can enhance performance even when duplicating a successful ad group.
Can I duplicate an ad group before full optimization if I’m in a hurry?: It’s generally discouraged because it risks inefficiency and may result in wasted budget on underperforming campaigns.

Key Takeaways

Maximize the original ad group’s potential in one city before considering duplication.
Strategic duplication after full optimization helps in leveraging proven success across new locations.
Avoid premature duplication to ensure budget efficiency and campaign effectiveness.
Continually monitor and adapt duplicate campaigns to local city markets for best results.