Google Ads Single Keyword Ad Groups SKAGs 2024 - Why SKAGs Are No Longer A Google Ads Best Practice?
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Are Single Keyword Ad Groups (SKAGs) worth it in an ad campaign? We don’t advise you to run SKAGs because it’s no longer a Google Ads best practice. Plus, an exact match isn’t an exact match anymore.
This is my question is in SKAGs, do I need to use all types of keyword matches for a single keyword? So SKAGs for those of you who are not aware of this It’s called single keyword ad groups. We used to run it a few years ago, but we don't run it anymore. And I won't recommend you do that as well because it's a lot of work. And secondly, an exact match is not an exact match anymore. Phrase match is not phrase match anymore either. Google is going to show your ads to close variants as well. So single keyword ad group was that we would put in an exact match keyword and only on that keyword the ad will trigger in that ad group.
But that is not the case anymore. So I would recommend that now with the advances in the algorithm and the AI, you can put the exact and the phrase and the broad if you want to go that deep all in the same ad group, run it and then see which one is performing best. Nowadays, broad match with smart bidding works really well because you first get the cheapest click and you get the broadest range of keywords. Because the algorithm knows a lot more than we do, and it knows where the intent is, even though that search term may not be directly related to our keyword, but the intent might be there. So this is how I would go about doing it.
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