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Because shadow campaigns have no standardised naming convention, we identify them by scanning campaign names for known identifying keywords.
A campaign is classified as a shadow campaign if its name contains any of the following:
shadow
sc
duplicate
dublicate (common misspelling, included intentionally)
retention
Finding the Matching Brand Campaign
Once a shadow campaign is identified, we attempt to locate its corresponding brand campaign by removing the last word from the shadow campaign's name and searching for an exact match. For example, if a shadow campaign is named Brand_Campaign_UK_Sales_Shadow, we search for a brand campaign called Brand_Campaign_UK_Sales.
Once matched, we use the difference in CPC between the two campaigns to calculate your shadow campaign savings, specifically, the total number of clicks on the shadow campaign multiplied by the CPC difference between the brand campaign and the shadow campaign.