Google Ads: Single Keyword Ad Groups Explained
Using Google AdWords is an excellent ways to drive your sales of products or services quickly and effectively. However, there’s a way to increase your revenue by implementing one simple AdWords change: This is known as a SKAG.
A SKAG is a single keyword ad group, targeting single keyword variations as opposed to sticking to the AdWords setup guide and using multiple keywords in each ad group.
The SKAG method basically targets a single keyword in each individual ad group by using match types. Match types mean your ad will show up in searches in different ways.
There are different match types and these are:
– The modified broad match, allowing ads to show up when people search for the selected modified term. This can be in any order.
– The phrase match, allowing ads to show on searches that correspond to a certain phrase or to a near variation of this phrase. However, it’s important to note that ads won’t display if a word appears to the middle of the phrase or when words aren’t in the same sequence.
– The Exact Match, showing ads on searches that precisely match the term or are extremely close to it.
So, when it comes to the importance of using SKAGs, there are numerous benefits to cite. For example:
– Matching your message,
– Precise ad targeting,
– Ease of implementation
– Dedicated landing pages,
– Better conversions,
– Lower cost per clicks,
– Higher quality scores.
With reference to the last point, the higher your quality score, the lower the cost per conversion. Single keyword ad groups can drive better quality scores as they’re very specific to an individual keyword. Therefore, the relevance of the ad is 100%. Finally, bearing in mind these final two areas, your click through rate will increase.
In order to create SKAGs you need to identify the keywords that are driving your traffic. You can identify keywords in a “Search terms” report and sort your search terms according to your conversions. In the event that you don’t have any conversions, you can sort your search terms according to your impressions to reveal the keywords that are the most popular are work best for your niche
When you’ve found the relevant keywords, you then need to start looking for those with the highest success potential. To do this, look at their current click through rate, impressions and clicks and find out the nature of the traffic you might benefit from.
However, if you don’t yet have any search terms you can make use of a keyword planner to carry out some research.
Alternatively, when you already have ad groups but would like to restructure these, all you have to do is take keywords individually from the group to turn each into their own ad group.
Ideally, you can begin by choosing several of the keywords from your keyword planner, ad groups already in existence or your search terms report.
To start creating SKAGs, you need to take existing search terms and turn these into multiple keywords according to the previously-mentioned match types. So, go to your ad groups and click to add a new group.
Then choose a campaign where you can group your SKAGs or create a new one. Once your campaign is ready, you can start to build your single keyword ad groups according to individual keywords, search terms, or existing ad-group keywords that you wish to target.
Give the ad group a name. Then, enter you keywords. It’s important to use the three match types and list your keywords with each type.
Next, click on “Continue to ads” to create ads for the new group with the aim of creating multiple variants for every ad group. Each individual keyword ad group ideally needs two ad variants. You can keep track of the click through rate for each variant.
If some of the ads have a higher click-through rate than others, you can pause those that aren’t performing so well and create new ads to try these out. Don’t forget that each ad needs the specific keyword in the title and URL to make sure your message and relevance will be high. As previously mentioned, ad relevance means higher quality cores and lower costs!
When you’ve finished creating your ads for a particular SKAG, you simply need to repeat the process for the keywords you’ve listed. You can use keywords from existing ad groups that have 10+ keywords, make use of the keyword planning tool to find new ones, or just collect search terms.
All these keywords can be used in your SKAGs to optimise your AdWords performance.
In conclusion, by making a few easy changes and carrying out some monitoring and tweaking, you can begin to move your AdWords account forwards and see better results. The benefits of using SKAGs go beyond saving on costs and optimising performance as you’ll also save considerable time when managing your Adwords campaigns.
Each keyword can be optimally target through its own ad, ensuring your message is relevant and appealing in every case.
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