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Single Keyword Ad Groups are an ideal way to organize your AdWords campaigns. But how do they work and what are the benefits?

There are a lot of articles talking about why SKAGS are amazing, but here is a condensed overview covering the advantages of SKAGs and how you can build some of your own.

The idea is simple: SKAGs are an AdWords campaign structure where there is only one keyword in each ad group. The reason so many PPC marketers get excited about this structure is because of the results:

  1. Scientifically a better way to test: by isolating variables (keywords and ads) you get a more accurate understanding of what works and what doesn’t compared to traditional keyword grouping methods.
  2. Improved CTR: putting more than one keyword in each ad group means the keywords are all competing to be relevant for one ad. With one keyword per ad group, your CTR takes off because your keywords are so tightly connected to the search term. …

William Schultz

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