Do you use SKAGs? Yes, SKAGs – That’s what the kids are calling single keyword ad groups these days. (Leave it to Millennials to come up with a trendy name for optimizing your ad groups!)
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As it turns out, I’m old school. I’ve been using SKAGs since before they had a name. So, I have a lot history with single keyword ad groups.
SKAGs are all the rage right now because the PPC community has figured out this is a consistently profitable strategy!
But like most things people get all worked up about – There’s a time and place for everything. So before you rush off to start breaking down your ad groups…
Let’s take a deeper look.
There’s a reason why this strategy works, and there are some shortcuts to implementing single keyword ad groups in your campaigns.
On the other hand, there are also some scenarios where this strategy can kill your AdWords account (or pronounce it DOA).
How to use single keyword ad groups (SKAGs)
To understand how single keyword ad groups work, we have to take a step back, and look at basic AdWords account structure.
An AdWords account houses all your information
In AdWords, your account identifies you with Google and controls your billing settings.
An account can have many campaigns
Within in an account, you have campaigns. The campaign level is where you control the main settings for your ads. You set things like daily budget, location targeting, language and network targeting at a campaign level.
When most people get started with AdWords, they only create one campaign for their ads. This is no bueno!
To become efficient with your ads, you want to create multiple campaigns. Running more than one campaign allows you to test your targeting settings.
A campaign should have many ad groups
Every campaign contains ad groups. And you can have multiple ad groups within a campaign. Ad groups contain your ads and your keywords.
An ad group can have many keywords
Every time someone does a google search they enter a search term, or keyword. Keywords are what trigger your ads. The closer your ads match the search, the more likely they are to display. Ads that match the search are also a better experience for the user.
The function of an ad group is to organize your keywords and ads in a tightly matched, almost one-to-one, relationship.
Healthy account structure
A tight relationship between keywords and ads is what I refer to as “healthy account structure.”
But most new advertisers don’t create this type of detailed account structure. Instead, they wind up trusting Google’s account setup process.
And, Google is more than happy to give you bad AdWords advice.
If you follow Google’s default process for setting up your account, you’ll have one campaign, one ad group, and one ad. And your single ad will be matched to about 100 generic and overpriced keywords.
Think about ads and keywords from a user perspective. Are you more likely to click on an ad that matches your Google search, or an ad that’s totally generic? I’d say that approximately 100% of the time, users prefer ads that match their search.
Google wants you to be inefficient
The AdWords set up process is dumbed down because Google wants you to get you started advertising quickly. And they benefit from you being inefficient. When you’re inefficient, you pay more for ad clicks, and Google makes more money!
Did you know that Google made $110 Billion dollars in 2017? I just looked it up today and my head exploded!
How many branches does your AdWords account have?
Think of your AdWords account like a family tree. You can have a healthy family tree that branches out wide and far.
Or, you can follow Google’s account setup process, and build a tree that only has one branch. We all know what happens to family trees with only one branch.
Tight ad groups
For years, I’ve advocated for something called “tight” ad groups. In a tight ad group, keywords and ads match closely to exactly. The tightest ad group is a one-to-one relationship between the keyword and the ad.
Single keyword ad groups
SKAGS are ad groups designed with a one-to-one relationship between the root keyword and the ad.
Let’s see what this looks like in practice. Below is brand new ad group from my Agency Course.
The root keyword for this ad is – agency course.
In my SKAG I have three variations of this keyword:
– Broad match modified
– Phrase match
– Exact match
Adding long tail keywords
To make my single keyword ad group more granular, I can build out long tail terms on my root keyword.
Adding the word online gives me another variation of my root keyword.
As you get more granular with your ad groups, you can have 50 to 100’s of variations of your root keyword in your skag.
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so how long before we can revert to SKAGs and what's the recommended approach prior to SKAGs?
Would you let us know more about (and if) one campaign may cannibalize another campaign if run at the same time? Thanks again for these videos.
THANK YOU Jeff. I have always been convinced that the best way to know the best keywords is "knowing your customers, how they request for service, the words they actually use, how they verbalize their business situations", there is NO WAY that google will know that. They may have yes, all the statistics, but having a 100,000 search for one word does not mean that this would fit into a particular service. But you call the google executives and it is all about the system's recommendations,. IT IS NOT. This comes from real understanding of customers and using their SAME language. I was really annoyed by the google executive attitude yesterday. Great Video !
Thanks Jeff. u said it might not work for new accounts and we have to build up our way, what do u mean? how should i do that? i have spent money in last 10 days through typical ads with tons of keywords and my ad brought me nothing. i mean i was literally buried. now i want to try SkAGs as u said. is it ok?
Amazing content my man Jeff, I've been studying E-Commerce for the past 4 years and have worked hands on with social media and running ads for (Facebook/Instagram) Would love to see you drop a video or maybe comment some feedback on how ads are targeted. Specifically today I was searching up superfoods via (Yahoo&Google) and speaking about it all morning. This is not the first time i've noticed Instagram listen to what I talk about or comment with friends and specifically run a targeted ad based on what I just talked about or looked up. What are the ways of approaching this style of Ad keywords with correlation inside google and to social media. Thanks again, I made sure to subscribe and will be attending the ADworld Experience this 2020, cheers!
Thank you for this great video!
I have a very difficult time with google choosing the right ads to show and by choosing the wrong ads to display for a keyword, it goes to the wrong landing page, which turns to decrease CTR, Reduce Quality score and increase bounce ratio.
Typical Example:
ADS keyword
1. ADS12 ——————–[Buy shoes]
2. ADS34——————–[Buy shoes in Poland]
Noting that these are exact keywords match to particular ads
When some one searches on google or using diagnostics in google.
These are the results you get below:
ADS keyword
1.ADS34 ——————–[Buy shoes]
2. ADS12——————–[Buy shoes in Poland]
How can I fix this so i can get the right CRT, Increase quality score and reduce bounce ratio:
Does SKAG only work for Search campaign types or can I use the same method for Display too?
Thank you for your video, Jeff. I just started SKAGs a few days ago, and Google has buried my ads account. I talked with a Google Ad representative and he told me I could not do this approach. That my keyword in the style of broad match modified, phrase match, and exact match in one ad group was not allowed and conflicted with each other. This was his reason my ads were not being showed. I tried to argue with the Google representative, but he tried to make feel like a dumb as you know what. LOL, yes it pissed me off. I know SKAGs work because this is not the only video that shows great results from the SKAG technique. It was crazy talking to the Google rep, when I tried to explain why SKAGs work, I used Google's own language. I told the rep the same things you said about getting granular helps the customer and ads connect, and you give the customer what they are looking for. Then the rep agreed with me for a moment, then I guess Google brainwashed the reps to teach us the in-efficient way of advertising, so the rep went back to chastising me again for using SKAGs. Anyways, keep up the great work. I look forward to your next video and will check out your PPC course.
Great content Jeff!
Thanks for sharing, Jeff. I'm 3 weeks into learning and implementing campaigns etc, myself. I've started going super granular before seeing your video however your comments re Google burying new accounts has me cautious now. My account is new in terms of me starting it up again and moving, changing and doing things, spending money, within Google ads however the account was started 6 yrs ago; where does this leave me in terms of your comments re Google not liking what I'm doing (being super efficient)? Much appreciated. Ryan.
Thanks for an awesome tute Jeff. I launched my first search and shopping campaign yesterday and for my search campaign I tested the SKAG approach. After watching this you have mentioned that Google will not like this considering I am a new user. Do you have a tutorial on the best structure for new users? Much appreciated!
Thanks for this video Jeff – can you give some info on bidding on the different match types? Do you bid more on exact, less for phrase and the least for broad modified? (so that the keywords are not competing with each other at auction?
Interesting.. i just found myself watching a PPC guru video! One question if you allow me..You said Google might bury you of having time of the day reports.Has this happened to you? Will i be barred from having some types of reports if i use SKAG?
thanks Jeff really helpful video! I just have one question that I'm curious about, why you (or should I say we cause I will definitely use this technique as well) need to create SKAGs with the same keywords in different match type? Can't we just use the one match type preferably exact match? And if I may also ask, is "Exact Match" more expensive than other match types? I will really appreciate your answer and thanks in advance cheers! 🙂
I now know what optimizing our accounts mean..Thanks Jeff
So Jeff, as I understand from your advice, one should first do the things "Google" suggested way with a pair of campaigns with a couple adwords. Then when ball is rolling just blow-up the campaings to SKAGs and then Google is happy too?