Why single keyword ad groups still matter in 2024 – Search Engine Land
Interview 10 Google Ads experts and nine of them will tell you that themed ad groups (a.k.a. Hagakure) are the best way to build search campaigns.
I’m the 10th.
I’ve been publicly standing up for single keyword ad groups (SKAGs) for some time now – though I’ll admit it is a controversial take. Most recently, I posted this on LinkedIn:
I think the comment-to-like ratio tells the story of how well it was received.
Despite the controversy surrounding SKAGs, there’s a real opportunity for marketers to get more out of their Google Ads accounts with a SKAG approach.
A look at Google Ads account structures over time
From 2014 to 2018, most accounts we audited at my agency used ad group structures based on match type, device or SKAGs. By the latter half of this period and into 2019, SKAGs became the dominant structure.
A single keyword ad group is an ad group that contains only one keyword duplicated across multiple match types. Historically, this was exact, phrase and broad match modified….
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source: https://news.oneseocompany.com/2024/07/19/why-single-keyword-ad-groups-still-matter-in-2024-search-engine-land_2024071957393.html
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