Precision is what makes or breaks a campaign in PPC advertising. If you have been using Google Ads for business growth, you would have encountered the terms: ad groups, broad match, and phrase match. However, have you heard of Single Keyword Ad Sets, also known as SKAGs? SKAGs have quickly become a go-to tactic for consultants and professionals, and it’s no wonder why; SKAGs work.
This post will delve into the definition of SKAGs, their difference with traditional ad group structures, and, most importantly, when to use them to optimize your campaigns’ return on investment (ROI).
What Is A Single Keyword Ad Set (SKAG)?
A Single Keyword Ad Set (SKAG) is just as its name suggests: an ad group in your Google Ads account that targets a single keyword. While SKAGs may be even more focused on a specific keyword alongside close variants, traditional ad groups often contain 10 or even 20 keywords with different intent and mix-and-match types.
Let’s explore a simple case:
Traditional Ad Group:
Keywords:
Purchase running shoes
Best purchase running shoes
Purchase running shoes in the USA
Ad Copy: Tailored for All.
Landing Page: Uniform for All Keywords.
SKAG Ad Group:
Keyword: [buying running shoes]
Ad Copy: Customized for” Buy Running Shoes”
Landing Page: Keyword Specifics.
SKAGs multiply the relevance and precision of targeting specific areas. Focus is narrowed down to one keyword per ad group which results in higher click-through rate and ultra-specific ad targeting. And higher CTRs generally improve cost-per-click and boost quality score; both fundamental elements to any Google Ads management strategy.
Why do Google Ads consultants love using SKAGs?
SKAGs are mostly used by experienced Google Ads consultants and professionals when there is a need to have full control over the performance of the keywords and relevance of the ads. Here’s why SKAGs tend to be more preferred:
Improved Quality Score
Google rewards relevancy. The alignment of the keyword, ad copy, and landing page increases your quality score, while paying less per click will enable the placement of ads more freely
Increased CTR and Ad Relevance
With SKAGs, your ad copy corresponds to one keyword. Therefore, prospective customers look at the headline and description of the ad, which matches the search they made, compelling them to click it.
Easy Performance Measurement
When every ad group is based on one keyword, tracking the KPIs associated with certain keywords becomes more streamlined. This simplicity aids in faster optimization actions.
Improved ROI
Because SKAGs largely eliminate irrelevant clicks, they increase relevance and return on investment, or ROI. It’s the main reason PPC advertising professionals use SKAGs for clients instead of traditional structures—SKAGs perform better.
When Should You Use SKAGs?
Despite their advantages, SKAGs are not the most suitable option for every campaign. Here’s who should consider them:
You Have Valuable or Highly Competitive Keywords
When setting high-value CPC keywords or highly competitive ones, precision is required, and SKAGs provide it. They also improve ROI by ensuring relevant ads are served, boosting the Quality Score.
You Need to Maximize ROI
If the primary goal of your campaign is to maximize ROI with a limited budget, SKAGs work best. They improve CTR and reduce CPCs, allowing your advertising dollars to stretch further.
You Manage E-Commerce Campaigns
With SKAGs, product-specific ads can be ultra-targeted because they allow hyper-specific ads to be made for each product. This improves the likelihood of garnering conversion while enhancing user experience.
You’re Running Lead Generation for High-Ticket Services
For businesses that provide legal advisory services, B2B software, or other medical interventions, SKAGs will make sure that every lead is maximized. SKAGs enable optimization of both the ad and the landing page so that they align closely with the intent of the search, making lead generation smoother.
You Have the Time or Resources to Manage SKAGs
If you or someone from your Google Ads management team has the time, SKAGs are a better option, but managing dozens of SKAGs manually can be quite catastrophic. If you or your Google Ads management team has the bandwidth or the right automation tools, SKAGs are a great investment.
When You Might Skip SKAGs
While SKAGs offer exceptional control, they simultaneously increase complexity. Here’s when you might want to avoid them:
Limited time or resources: SKAGs require attention on a daily basis. If you’re short on time or budget, working with a smaller team, a more consolidated structure might be a better fit for ease of management.
Low-volume campaigns: SKAGs may complicate processes more than they simplify them, especially for those with a small budget. For campaigns with limited keywords, budgets, and infrequent bidding, the absence of Keywords may not make a marked difference.
Brand new to Google Ads: Getting familiar with Google Ads can be easier for those who start with a few tightly themed ad groups as opposed to diving into SKAGs right away.
Steps to Create an Effective SKAG
If you’re eager to integrate SKAGs into your campaign, here’s a streamlined process:
- Decide on a keyword that is already performing well, or has the potential to do so.
- Create a new ad group specifically for that keyword.
- Add exact match, phrase match, and also modified broad match versions of the keyword if you like.
- Write an advertisement that mentions the keyword in the headline and description.
- Link to a landing page that is customized specifically for the intent of the keyword.
- Track impression KPIs and optimize regularly.
Though this process might require additional configuration steps, the benefits often pay off tremendously in the long run, especially if you’re collaborating with a Google Ads consultant who can optimally adjust the campaign.
Takeaways: Is SKAG Suitable for You?
As a single keyword ad set, SKAG can serve as a formidable weapon in your arsenal that is geared towards PPC advertising. Suppose you are an e-commerce business, a service provider, or a local business looking for better prospects. In that case, SKAGs allow you more control and deliver better results and a high ROI.
If you’re still contemplating how to get started, it’s best to consider engaging the services of a Google Ads professional or consultant. They can evaluate the structure of your existing campaign and analyze whether SKAGs could help improve your results.
In the modern world of competitive online advertising, focus and accuracy are everything. That’s where SKAGs come into play—providing relevance, making them a beneficial strategy for result-driven advertisers.
Need assistance with SKAGs or improving Google Ads performance overall?
Our Google Ads specialist will develop expertly crafted, high ROI campaigns for you. Reach out for your free consultation today and let us elevate your PPC advertising to greater heights.