Myth: duplicate winners over and over to scale

Myth: duplicate winners over and over to scale

It seems logical, copy the winner ten times for ten times the sales. Sadly, this often disappoints. Let's understand it.

All those duplicates target the same audience, so they compete against each other in the auction. That's called audience overlap, and it can raise your own costs while splitting your data into thin pieces.

Scaling is usually calmer than copying.

Steadier ways to grow:
— Raise the winning ad group's budget gradually (about 20 to 30 percent every couple of days)
— Or duplicate into a genuinely different audience

Try this: if you've got three clones in one campaign, keep the best and pause the rest for a week. Watch results. You're not shrinking, you're focusing.