Creating an optimal account structure for your Google Ads campaigns can often feel like chasing a golden unicorn amidst the countless variables of industry, company size, locations, targeting options, and goals. However, with the help of proven methods like Single Keyword Ad Groups (SKAGs), you can achieve a well-organised and efficient campaign structure. In this blog post, we will explore the concept of SKAGs and introduce an alternative approach called Single Themed Ad Groups (STAGs). By understanding these strategies and their compatibility with the latest Google updates, such as keyword matching/intent and automatic bidding powered by machine learning, you can create a highly effective campaign and overall account structure for ongoing management and optimisation.
What is a SKAG (Single Keyword Ad Group)?
A Single Keyword Ad Group (SKAG) is a campaign structure technique used in Google Ads (formerly known as Google AdWords). In SKAGs, each individual keyword is placed in its own dedicated ad group, allowing for a highly targeted approach to advertising.
Typically, in Google Ads, multiple keywords are grouped together within a single ad group, and the same set of ads is shown for all those keywords. However, SKAGs take a different approach by creating separate ad groups for each specific keyword.
With SKAGs, advertisers can create ad copy and landing pages that closely align with the specific keyword, thereby increasing the relevance of the ad shown to the user’s search query. This increased relevance often leads to higher click-through rates (CTRs), improved Quality Scores, and better overall campaign performance.
By organising campaigns using SKAGs, advertisers gain more control and precision in their targeting efforts. They can track and analyse the performance of each keyword individually, allowing for better optimisation and decision-making based on specific keyword performance data.
In summary, a SKAG is a campaign structure technique where each keyword is placed in its own ad group, enabling advertisers to create highly targeted ads and optimise their campaigns based on individual keyword performance.
Why Set up SKAG (Single Keyword Ad Groups)
Setting up Single Keyword Ad Groups (SKAGs) in your Google Ads campaign offers several benefits that can enhance the performance and effectiveness of your advertising efforts. Here are some compelling reasons to consider implementing SKAGs:
Enhanced Relevance: SKAGs allow you to create highly relevant and targeted ads for each specific keyword. By grouping a single keyword with its dedicated ad group, you can tailor your ad copy to match the user’s search query more precisely. This increased relevance leads to higher click-through rates (CTRs) and better engagement with your ads.
Improved Quality Score: Quality Score is a crucial metric that influences your ad rank and cost-per-click (CPC) in Google Ads. SKAGs enable you to optimise your keywords, ads, and landing pages specifically for each keyword. By aligning these elements closely, you can improve your Quality Score, resulting in better ad positions and lower CPCs.
Granular Control and Optimisation: With SKAGs, you gain granular control over your campaign. By having individual ad groups for each keyword, you can monitor and analyse the performance of each keyword more effectively. This level of insight allows you to make data-driven decisions and optimise your campaign based on the performance of specific keywords.
Improved Click-Through Rates (CTRs): SKAGs help increase your CTRs by offering more relevant and targeted ads to users. When your ad closely matches the user’s search query, they are more likely to click on your ad, resulting in higher CTRs. Improved CTRs not only drive more traffic but also positively impact your ad rank and Quality Score.
Ad Copy Testing: With SKAGs, you can easily test different variations of ad copy for each keyword. By creating multiple ads within the same ad group, you can experiment with different messaging, offers, and calls to action to see which ad resonates best with your audience. This allows you to refine your ad copy and continually optimise your campaigns for better performance.
Budget Allocation: SKAGs provide better control over your budget allocation. You can allocate your budget more effectively by identifying high-performing keywords and allocating more budget towards them. Conversely, you can reduce or pause the budget for underperforming keywords, preventing unnecessary ad spend.
Easy Performance Monitoring: SKAGs make it easier to monitor and evaluate the performance of each keyword. You can track metrics such as impressions, clicks, CTRs, and conversions at the individual keyword level. This data helps you identify top-performing keywords and make informed decisions about bidding, budget allocation, and campaign optimisation.
In summary, setting up SKAGs in your Google Ads campaign offers enhanced relevance, improved Quality Scores, granular control, better CTRs, ad copy testing capabilities, efficient budget allocation, and easy performance monitoring. These benefits can ultimately lead to higher ROI and a more successful advertising campaign.
Tips for Using SKAG (Single Keyword Ad Groups)
Here’s a list of tips for using SKAGs (Single Keyword Ad Groups).
Thorough Keyword Research: Conduct comprehensive keyword research to identify relevant and high-performing keywords for your SKAGs.
Create Dedicated Ad Groups: Set up individual ad groups for each specific keyword, ensuring the ad group name reflects the targeted keyword accurately.
Craft Relevant Ad Copy: Write compelling and tailored ad copy that aligns with the search intent of each keyword. Incorporate the keyword naturally into the ad text to improve relevance.
Develop Custom Landing Pages: Create landing pages that correspond directly to the keyword and ad copy, providing a seamless and consistent user experience.
Utilise Ad Extensions: Take advantage of ad extensions, such as call extensions, site link extensions, or location extensions, to enhance the visibility and effectiveness of your ads.
Monitor and Refine Keyword Bids: Regularly monitor the performance of each keyword and adjust keyword bids accordingly to optimise your campaign’s cost-effectiveness.
Test Different Ad Variations: Experiment with different ad variations within each ad group to identify the most effective messaging and calls-to-action for each keyword.
Leverage Ad Scheduling: Analyse your campaign data to identify peak performance times for each keyword, and adjust ad scheduling to maximise visibility during those periods.
Continuously Monitor and Optimise: Keep a close eye on the performance of each keyword, ad, and landing page. Make data-driven decisions to refine and optimise your SKAGs for better results.
Regularly Review and Update: Stay proactive and review your SKAGs regularly to ensure they remain aligned with your campaign goals and reflect any changes in keyword performance or market trends.
By following these tips, you can make the most out of SKAGs and leverage their benefits to improve the performance and effectiveness of your Google Ads campaigns.
The Impact of Changing Match Types on SKAG
Keyword matching has undergone changes, and the traditional concept of exact match has evolved to incorporate user intent. Nowadays, keyword matching involves a blend of exactness and understanding the search intent behind the query. This shift has made grouping keywords solely based on match types less effective in optimising campaigns.
In the past, PPC managers would often use Single Keyword Ad Groups (SKAGs) not only to group keywords but also to group ad groups based on keyword match types. However, with match types no longer functioning as they did before, grouping keywords solely based on match types can create issues. The different ad groups may end up competing against each other, leading to inefficient ad serving. Alternatively, implementing an overly complex negative keyword setup might be necessary to prevent such conflicts.
As a result, relying solely on match type-based grouping is no longer a viable option for effective campaign optimisation. PPC managers need to adapt their strategies to the evolving dynamics of keyword matching and intent to ensure maximum success.
In the next sections, we’ll explore alternative approaches to structuring your Google Ads campaigns that can address the challenges posed by changes in keyword matching and maximise your advertising outcomes.
Automatic Bidding / Machine Learning
With Google’s automatic bidding strategies such as target CPA and target ROAS gaining popularity, there is another reason to avoid an excessive use of SKAGs and consider a STAG structure instead. Overdoing SKAGs can hinder the effectiveness of machine learning bidding because conversion data gets divided across multiple ad groups and campaigns. This leads to slower or less comprehensive learning by the machine.
To ensure optimal performance with machine learning bidding, it is advisable to adopt a Single Themed Ad Group (STAG) structure instead of an overly complex SKAG setup. With STAGs, you can still maintain a level of granularity and relevance while reducing the potential fragmentation of conversion data.
By implementing a STAG structure, you provide the machine learning algorithms with a more consolidated and focused set of data, allowing them to gain insights more efficiently and optimise bids based on a more comprehensive understanding of user behaviour.
Utilising a combination of SKAG and STAG structures, or even transitioning entirely to a STAG structure, can help strike a balance between relevance, control, and effective utilisation of machine learning-based bidding strategies. This approach ensures that your campaign structure aligns with the latest updates in Google Ads and optimises the learning capabilities of automated bidding, ultimately leading to improved campaign performance and better return on investment (ROI).
SKAG is 80/20 pareto. Do not over do it!!
SKAG follows the 80/20 principle—avoid overdoing it. Google calculates the quality score using an account-weighted average of impressions. Therefore, if keywords receive limited impressions and conversions, they will have little to no effect on the account’s average quality score.
Keywords that generate the most traffic have the most significant overall impact on the account’s average quality score, making them the best candidates for SKAG implementation. Achieving the right balance is crucial—scaling the account with more ad groups versus maintaining a smaller, more manageable account with only the main keywords set up as SKAGs. Overdoing SKAGs makes the account cumbersome and difficult to manage, resulting in diminishing returns on the benefits.
In the screenshot below, the long tail keywords have been split into too many SKAGs. This excessive use of SKAGs results in a cumbersome account that is difficult to manage and make future changes to.
It is important to find a balance—implement SKAGs for the most impactful keywords while maintaining a manageable and efficient account structure. Approaching SKAG implementation thoughtfully and strategically will help you maximise the benefits without creating unnecessary complexities in your account management.
Example of Overdone SKAG
How to setup and build a SKAG account structure
To set up and build an effective Single Keyword Ad Group (SKAG) account structure, follow these steps:
Conduct Keyword Research: Begin by conducting thorough keyword research to identify relevant keywords for your campaigns. Consider product names, service categories, or specific themes related to your business.
Create Campaigns: Create separate campaigns based on the identified product, service category, or theme. For example, you might have campaigns for Accountants, Book Keepers, and Tax Advisors.
Establish Ad Groups: Create individual ad groups for each main keyword. Use the keyword itself as the ad group name to maintain clarity and organisation.
Ad Group Naming: Name each ad group based on the respective keyword. This ensures easy identification and management of the ad groups within the campaign.
Incorporate Keywords in Ad Copy: Include the specific keyword within the ad copy of each respective ad group. This improves ad relevance and increases the likelihood of attracting clicks from users searching for that specific keyword.
Avoid Match Type Split: Do not split ad groups by match type, especially considering recent updates to keyword matching and machine learning bidding. Keeping all match types within the same ad group allows for a more holistic approach to campaign optimisation.
Identify Main Themes: Identify the main themes that emerge from the keywords within each campaign. These themes could be related to services, agencies, contractors, professionals, quotes, etc.
Group Keywords by Theme: Group keywords around the identified themes. This results in fewer ad groups compared to a traditional SKAG structure, providing a more streamlined and manageable account.
Theme-Based Ad Group Naming: Name the ad groups based on the identified themes rather than individual keywords. This reflects the overall theme of the grouped keywords within the ad group.
Expand Keyword Match Types: Use a variety of keyword match types (e.g., broad match, phrase match, exact match) within the same ad group to capture a wider range of search queries and ensure comprehensive coverage.
Include Keyword in Ad Copy: Incorporate the relevant keyword from each respective ad group theme within the ad copy. This further enhances ad relevance and increases the likelihood of attracting clicks from users searching for related terms.
Continuous Optimisation: Regularly monitor and optimise your campaigns. Analyse performance metrics such as impressions, clicks, CTRs, and conversions, and adjust your bidding and targeting strategies accordingly. Continuously refine your ad copy and landing pages for better results.
By following these steps and considering the additional points mentioned, you can build a highly targeted and efficient account structure that maximises relevance, click-through rates, and conversions. Adapt your approach as needed based on campaign size, goals, and available resources, and ensure ongoing maintenance and optimisation for continued success.
What is a 20KAG
A 20KAG (20 keyword ad group) refers to grouping keywords into closely matching themes, with the implied theme determined by the 20 keyword limit. Google often suggests 20 keyword ad groups as a general guideline and effective starting point for building new campaigns from keyword lists. This technique involves grouping keywords into granular themes using a numeric metric, which can be highly effective for building new accounts.
By limiting each ad group to around 20 keywords, advertisers can create more focused and tightly themed groups. This allows for better ad relevance, improved Quality Scores, and easier management of the campaign. It helps ensure that each ad group is targeted and aligned with specific themes, enhancing the overall performance and organisation of the account.
Using the 20KAG approach as a starting point for building new campaigns can streamline the process and provide a solid foundation for effective keyword management and campaign optimisation. However, it’s important to note that the specific number of keywords per ad group can vary depending on the complexity of the campaign, the industry, and the specific goals and objectives.
Overall, the 20KAG technique offers a practical and efficient way to structure ad groups and organise keywords, promoting better campaign performance and easier management of Google Ads accounts.
What is a STAG?
STAG is an explicit single themed ad group. There is no limit on the number of keywords- but they must all match one distinguished theme. (E.g. services, company, contractors, firms, agencies, practices etc). These themes are modifiers of the base keyword. The base word being the specific profession, product or theme. (E.g. Accounting services, builder services, cleaning services, locksmith services, car hire services, etc
The ad group is named by this single theme shared by all keywords within the ad group.
If an ad group is a STAG it’s a name that represents the idea better than a 20 keyword ad groups. Different match types should always placed in the same ad group.
Popular Themes for STAG's
If you are a services company, popular themes for organising ad groups include: Services, Company, Agency, Commercial, Bespoke, Contractors, Local, Near Me, Professional, Quality Recommended, Reliable, Reputable, Trusted, Firms, Experts, Certified, Specialists and more.
If you are an e-commerce company, you can use product categories for organising your ad groups. This helps streamline your campaigns and allows for better management and optimisation. Each ad group can be dedicated to a specific product category, such as electronics, clothing, home decor, or accessories. By grouping keywords and ads based on product categories, you can tailor your campaigns to specific customer interests and enhance the overall user experience.
Remember to conduct thorough keyword research to identify the most relevant and popular keywords within each theme or product category. This will help ensure that your ad groups are optimised for maximum effectiveness and targeted towards the right audience.
By organising your ad groups based on popular themes for services or product categories for e-commerce, you can create a well-structured and focused account that increases the chances of attracting relevant clicks and conversions. Continuously monitor and optimise your campaigns based on performance data to improve results over time.
Tools & Tips for skags/ stags ratios
Here are expanded tips to improve your SKAG setup using various tools:
Word Frequency Tools: Utilise word frequency tools to analyse the frequency of words within your keyword list. This can help you identify common themes or modifiers that can be used to group keywords into ad groups. By understanding the frequency of specific terms, you can create more focused and relevant ad groups.
Keyword Grouping Tool in Google Keyword Planner: Leverage the keyword grouping tool within Google Keyword Planner to streamline the process of organising your keywords into ad groups. This tool suggests relevant keyword groupings based on semantic similarities and can save you time and effort in manually grouping keywords.
Google Ads Editor Ad Group Builder: Take advantage of AdWords Editor, a free application by Google, which includes an Ad Group Builder feature. This tool allows you to create multiple ad groups quickly and efficiently. Simply input your keywords and their respective match types, and the Ad Group Builder will generate ad groups based on your preferences.
Excel for Ad Group Naming: Use Excel or any spreadsheet software to copy the keyword name into the ad group name automatically. By creating a formula or using data manipulation techniques, you can streamline the process of naming your ad groups based on the keywords they contain. This saves time and ensures consistency in your account structure.
By incorporating these tools into your SKAG setup process, you can enhance efficiency, improve organisation, and create more targeted ad groups. Remember to continuously monitor and optimise your SKAG account structure to ensure its effectiveness in driving relevant traffic, improving click-through rates (CTRs), and increasing conversions.
A SAAG (Single Audience Ad Group)
SAAG stands for Single Audience Ad Group, which is the equivalent of SKAG for audience targeting on platforms such as Google Display Network, Facebook Ads, and others. In a SAAG, you create one ad group dedicated to each specific audience segment you want to target.
For instance, you can have one ad group targeting a specific audience demographic, another ad group for retargeting website visitors, and a separate ad group for a custom audience created based on user interests. Each ad group is tailored to a specific audience segment, allowing you to deliver highly relevant ads to that particular audience.
Using SAAGs can provide several benefits. Firstly, it allows you to test ad variations specifically tailored to different audience segments. By having one managed placement per ad group, you can assess the performance of your ads across different websites or platforms and make data-driven decisions to optimise your campaigns.
Additionally, SAAGs enable you to allocate budget and bidding strategies more effectively based on the performance of each audience segment. This level of granularity ensures that your ads are reaching the right people with the right messaging, increasing the chances of engagement and conversions.
When setting up SAAGs, consider the specific targeting options available on each platform and create ad groups that align with your audience segmentation strategy. Monitor the performance of each SAAG and regularly optimise your ads, targeting options, and bidding to maximise results.
In summary, SAAGs are the equivalent of SKAGs for audience targeting. By creating dedicated ad groups for specific audience segments, you can optimise your campaigns, test ad variations, and deliver highly relevant ads to different audience groups. Incorporate SAAGs into your advertising strategy to enhance audience targeting and drive better results across various platforms.
Conclusion
In conclusion, implementing Single Keyword Ad Groups (SKAGs) in your Google Ads campaigns can greatly enhance ad performance and increase the likelihood of driving relevant traffic and conversions. By organising keywords into individual ad groups, you can improve ad relevance, Quality Scores, and ad rankings. SKAGs offer enhanced control and optimisation, allowing for precise keyword-level testing and streamlined negative keyword management.
While SKAGs have their benefits, it’s important to consider the size and complexity of your campaigns, industry-specific factors, and available resources. A balanced approach, incorporating both SKAGs and Single Themed Ad Groups (STAGs), can provide a more efficient and manageable account structure.
Continuous monitoring, testing, and adaptation are crucial in the ever-evolving landscape of digital advertising. Stay informed, leverage available tools and techniques, and seek specialist assistance when needed to ensure optimal results.
By implementing a strategic combination of SKAGs and STAGs, conducting thorough keyword research, and following best practices, you can create a targeted and efficient account structure that maximises ad performance, improves ROI, and helps you achieve your advertising goals.
Embrace the power of SKAGs, adapt to industry updates, and continuously optimise your campaigns to reach your target audience effectively and drive meaningful business outcomes.
2 thoughts on “SKAG or STAG? Tips for Single Keyword / Themed Ad Group Guide”
Thanks for shared stunning Article! where i got a lot of knowledge about ppc so hopefully i will use all tactics on my practice account where i always trying to use all tools of google ads account.
SKAGS used to be my go to Google ads method. I am trying to transition to STAGs at the moment. It is a huge task to convert all my ads from SKAGS to STAGS. However, I find that for some particular keywords SKAGS is still relevant. So what I ended up doing is using both in different adgroups.
Thank you for the article, it was quite extensive and covers all the question I had in my mind.