SKAGs

So Long, SKAGs; Hello, Single Theme Ad Groups

When Google makes a change, there tends to be a period of panic and anger—and the recent changes to match types were no exception. The internet threw up its arms in justified frustration—account structures and workflows honed over the years just got hosed down by “close variants.” In my view, single keyword ad groups, or …

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Are SKAGs dead after Google’s latest match type changes?

Google recently announced that same-meaning close variants will soon apply to phrase match and modified broad match keywords. These match types join exact match, which was the first to start showing ads for close variants with the same meaning in September 2018. I’ve shared what I believe are the three most important things to do …

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The middle ground for single keyword ad groups (SKAGs)

Aside from perhaps the most unfortunate acronym in the industry, do single keyword ad groups (SKAGs) have a role in modern paid search? For many years, single keyword ad groups were the hallmark of good PPC strategy. And aside from a slight feeling of unease when saying the word, SKAGs appeared to offer much. In …

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Why SKAGs Are No Longer a PPC Best Practice (and How to Respond)

The worst-kept secret, once upon a time Step into my time machine, and let us take a journey. It’s 2015. You’re studying PPC best practices, looking for ways to level up your SEM campaigns and boost ROI from Search. You stumble upon a “hack” for optimal keyword performance, your elusive unicorn: the SKAG (Single Keyword …

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The Case Against SKAGs

As summer is heating up, let’s talk about another HOT and controversial paid search strategy: SKAGs! SKAGs have been a hot topic among the PPC community for some time now. Some would argue that this form of account organization allows you to get extremely targeted with your AdWords campaigns. Who wouldn’t want to keep everything …

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