Top 10 reasons Single Keyword Ad Groups (SKAGs) Improve Campaign Performance in AdWords

William Schultz
Mar 20, 2018 · 4 min read
Image for post
Image for post

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.

But there are a few drawbacks when working with SKAGs:

  1. These campaigns take a long time to build: by putting a single keyword in each ad group instead of grouping keywords, it will take longer to build up campaigns with this method. This is a big hurdle holding marketers back from using SKAGs.

How to create your own SKAG campaigns

A quick rundown of how to build up SKAGs:

  1. Start with keyword research. There are a million tools to help, but ones that stand out are: Moz’s Keyword Explorer powered by Clickstream data (for keyword planning) Spyfu (for competitor research) and Spintax (to help find all the variations for long-tail keywords). As a note, Google’s own Keyword Planner is becoming increasingly unhelpful.

In the end, you just want to get a better ROAS for your client or brand. SKAGs will definitely help you achieve that and to keep your sanity when it comes to testing and organizing your campaigns.


A Single Keyword Ad Groups (SKAGs) Tool for Google Ads and…

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store