10 Easy Steps to Follow to Make Your SKAG Ads Campaign a Success
The best way to manage an Ad Group holding hundreds of keywords is the SKAG approach: single keyword per ad group. This stands for a single keyword per ad group, and it helps you avoid overloading yourself with too many different match types, bidding strategies, and target audiences.
What is the main point of using this method?
It is simple: the keyword you’re bidding on is the same as the search term you are paying for.
SKAG allows you to have greater control over all PPC campaigns. Moreover, it helps you improve ad performance–CTR, Quality Scores, lower CPC and CPA, and increased conversion volume. And, of course, when you can see which keywords are driving your most important metrics, you’ll be able to add fewer negative keywords over time and manage your ad spend better.
And all in all, it is simple (but can seem time-consuming).
When you consider using the SKAG method, a question arises. There are two main ways to set up SKAG for a single theme: one keyword for each match type or one idea/theme with multiple keywords. Also, you can set up different ad groups leading to different landing pages (with various offers/for different target audience segments). There are so many options to choose from that it can take time to decide.
Of course, you've heard different advice, and most of your colleagues have tried it firsthand, but today I would like to share an easy strategy that has worked for me on the latest project and brought terrific results!
What is the main point of using this method?
It is simple: the keyword you’re bidding on is the same as the search term you are paying for.
SKAG allows you to have greater control over all PPC campaigns. Moreover, it helps you improve ad performance–CTR, Quality Scores, lower CPC and CPA, and increased conversion volume. And, of course, when you can see which keywords are driving your most important metrics, you’ll be able to add fewer negative keywords over time and manage your ad spend better.
And all in all, it is simple (but can seem time-consuming).
When you consider using the SKAG method, a question arises. There are two main ways to set up SKAG for a single theme: one keyword for each match type or one idea/theme with multiple keywords. Also, you can set up different ad groups leading to different landing pages (with various offers/for different target audience segments). There are so many options to choose from that it can take time to decide.
Of course, you've heard different advice, and most of your colleagues have tried it firsthand, but today I would like to share an easy strategy that has worked for me on the latest project and brought terrific results!
My strategy
There was already an advertising campaign that lasted for several weeks. So I pulled the key data out of it.
Progress of work:
1) First, I started by looking at the keywords that had received conversions during the campaign.
2) Pull out the keywords with CTR > 1.5 %.
3) After that, I collected the search keywords that led to conversions throughout the campaign.
4) Next, I collected the search keywords that have a high CTR.
5) Combine all the keywords into one list. They were sorted by type of service (3 categories). Copies and irrelevant keywords were deleted.
5) I wrote an ad for each keyword. I inserted words from the corresponding keywords into the title. Then, I added the details of each offer to the descriptions – in this case, it was removing the review in a particular service.
6) Created ads based on the principle of "1 ad group – 1 keyword". There were 65 of them in total.
7) The first ad was created in the Google ads interface. Then I continued to work in Google Ads Editor.
8) I downloaded a table template with data from the Google ads editor to create many ads. The template is based on data from the campaign I created in step 7.
This is how the template table is downloaded.
The template looks like this.
There was already an advertising campaign that lasted for several weeks. So I pulled the key data out of it.
Progress of work:
1) First, I started by looking at the keywords that had received conversions during the campaign.
2) Pull out the keywords with CTR > 1.5 %.
3) After that, I collected the search keywords that led to conversions throughout the campaign.
4) Next, I collected the search keywords that have a high CTR.
5) Combine all the keywords into one list. They were sorted by type of service (3 categories). Copies and irrelevant keywords were deleted.
5) I wrote an ad for each keyword. I inserted words from the corresponding keywords into the title. Then, I added the details of each offer to the descriptions – in this case, it was removing the review in a particular service.
6) Created ads based on the principle of "1 ad group – 1 keyword". There were 65 of them in total.
7) The first ad was created in the Google ads interface. Then I continued to work in Google Ads Editor.
8) I downloaded a table template with data from the Google ads editor to create many ads. The template is based on data from the campaign I created in step 7.
This is how the template table is downloaded.
The template looks like this.
9) I inserted my texts and keywords according to the template.
Here are the tables themselves:
10) I uploaded it with the table in the Google ads editor. I double-checked in the editor and corrected the phone number (the number format was not entirely correct in the table).
This is how a ready-made table with ads is imported. Everything turned out fine. I sent these ad groups for moderation.
Yes, the principle is simple. But there are times when simple can be best, and this is one of them. In this case, it can be considered one of the best options available. Still, should you use a single keyword ad group (SKAG) approach in your PPC efforts? The benefits can be excellent, but relying solely on this strategy is not wise. Having multiple keyword ad groups alongside SKAGs and other PPC strategies may make more sense.
I hope my step-by-step strategy was helpful to you. Good luck with launching the next ad campaigns!
I hope my step-by-step strategy was helpful to you. Good luck with launching the next ad campaigns!
