Search marketing clients use Skai’s Campaign Mirroring feature to save time and ensure campaign parity, making managing multiple publisher accounts easier.
If time were unlimited, your paid search campaigns would be perfectly detailed and tailored to each audience on each engine. But unfortunately, time is very much limited, and you have to put your resources towards the actions that will bring the greatest return. In doing so, you may miss out on incremental growth opportunities.
Because Google is the search engine with the most scale, AdWords is typically the most optimized channel in paid search. Wouldn’t it be great if you could just manage AdWords and let technology run the rest of your SEM accounts as clones?
Skai makes this possible with Campaign Mirroring.
What Does Skai Campaign Mirroring Do?
Campaign Mirroring gives our paid search clients the ability to quickly and easily copy or sync their existing Google campaigns to new Bing, Yahoo, or Pinterest campaigns, or existing Bing and Yahoo campaigns.
Advertisers can choose to either simply copy the campaign content over, or keep campaign elements in sync. When kept in sync, changes made to the parent campaign will automatically be reflected in the copied campaigns. Choose what you want to sync and what you don’t want to keep in sync such as keywords, negative keywords, ad copy, etc.
Recently, there was an upgrade release for Campaign Mirroring which is changing the game. Instead of having to build campaigns from the start to qualify for Campaign Mirroring, the feature now can be leveraged for existing campaigns. “What we’ve created has gone beyond what any other platform has done,” says Desirea Calvillo, Skai’s Sr. Product Marketing Manager, Search and former SEM practitioner. “Advertisers no longer have to choose between automation and keeping their hard earned quality score. With Skai, they can now have both by syncing to their existing campaigns.”
Campaign Mirroring benefits
- Efficiency – manage your campaigns in one place and let Skai make sure your changes and adjustments are applied to any other publishers you choose.
- Easy A/B channel testing – easily copy your activity to a different publisher and analyze results.
- Optimization – Skai handles the optimization across publishers – no need to decide how to start investing in a new publisher and how to optimize.
- Campaign Templates – Create campaign templates for commonly used base campaigns and use Campaign Mirroring to replicate campaigns for various geographies or across clients in the same industry.
“Campaign management enhancements are one of Skai’s priorities for 2019 and we are excited to offer campaign mirroring capabilities for existing campaigns,” says Kelly McGuigan, Skai’s Senior Product Marketing Manager. “Our clients should expect even more coming soon; from enhanced geographic management and analysis, including radius targeting, to bulksheet and budget manager enhancements.”
Campaign Mirroring has already moved the needle for Skai clients
Starcom, Lowe’s media buying agency, worked with the Skai team to create Shopping campaigns for hundreds of thousands of product groups on Pinterest. With the Campaign Mirroring functionality, they seamlessly copied successful product campaigns from other channels directly to Pinterest.
After the campaign finished, Lowe’s was thrilled to see their return on ad spend was 76% better than the campaign goal. Compared to averages from the same period in 2016, Shopping ads delivered a 20% higher click-through rate and cost per click was 43% lower.
Not only did Campaign Mirroring save the team valuable time and effort, but its sales also soared. Revenue was being generated from Bing the day after launching and in the first month, Return on Advertising Spend was 671%.
“In just one month, Campaign mirroring has not only paid for itself but generated a significant uplift in revenue. The time that would have been spent doing manual campaign replication was put to much better use. We are delighted with the results to date and look forward to seeing these only improve over time.”
– Antoine Coopoosamy, Head of Performance Marketing @ Pierce AB.