Transcript – Why SKAGS are Awesome for PPC (Single Keyword Adgroups)
In this video, I’m going to go against all the advice I gave on my very last video and break down exactly why I think single keyword ad groups can be a great way to set up your Google Ads PPC campaigns for some great results. I’m going to explain all of that and more coming up. Hey guys, Darren Taylor of thebigmarketer.com and my job is to teach you all about digital marketing. Now, if that sounds up your street, you should consider subscribing to my channel and in this video, I’m going to break down why I think single keyword ad groups are the way to go when setting up a Google Ads campaign.
If you don’t know what a single keyword ad group is when it comes to PPC, then you should have watched my last video. If you go back and watch my last video, I explain exactly what it is, but in this video we’re going to go through and look at why single keyword ad group campaign setups are a very good thing for your PPC campaign. Let’s start off with the very first reason I think it’s a good thing, first of all, it allows for hyper relevancy.
Now, as everybody knows in Google Ads, Google loves relevancy, they love the relevancy of the users search term and the keywords to your ad, to your ad campaigns and to your website. Working all the way through the whole campaign, they love relevancy and they reward relevancy with a higher quality score which leads to lower click costs. Using single keyword ad groups as a setup is very effective at promoting that relevancy, it means your keywords in your ad groups and your ad content, are extremely relevant to the users search term and you can really niche down your ads in order to make sure your copy is hyper-relevant to the keywords you’re targeting. That alone is a great reason to use single keyword ad groups as it allows you to have that hyper relevancy in order to get that better relevancy with Google and get a better quality score.
It Can Add Relevancy
Another reason single keyword ad groups are a good thing for your campaigns is that it goes back to that relevancy for the user, not just necessarily for Google, but for the user themselves and that is a higher click-through rate because the more relevant your ad is to the users search term and because you’re really niching down your keywords to your ad and your ad copy, it increases your click-through rate as well.
The click-through rate also goes back to your quality score as well. Your click-through rate is one of the biggest determining factors in your quality score. That alone is another reason to continue using a single keyword ad group setup because it allows you to have that higher click-through rate, and the higher your click-through rate, the more traffic you get as a share on the search results page as well. When you’re looking at maximizing your campaigns and maximizing that volume, you get to a point in a campaign where you’ve done everything you can to maximize volume, the best thing you can do is improve your click-through rate in order to get a bigger share of the traffic already out there. Again, this strategy can allow you to have a bigger lion’s proportion of all the clicks that are going on in your niche in your campaign. It’s definitely a good thing to do for that reason as well.
High CTR = High Quality Score
Now, of course, with a higher click-through rate and a higher quality score, what it means for your campaigns usually is more conversions as well, and ultimately, that’s the reason you set PPC campaigns up anyway, and that’s to generate sales and conversions or leads, or whatever a conversion is within your business. Now, if you can create campaigns with a single keyword ad group setup, it’s going to lead to more conversion volume for a number of reasons. Going back to the click-through rate reason in terms of getting more volume of clicks from the search results page, that is going to help you get more conversions too, but in addition to that, that higher quality score and that lower cost per click you get as a benefit of that, means your budget goes a lot further as well, making your campaigns more efficient, therefore getting a higher yield of leads and conversions as well.
Those two reasons feed into each other, but ultimately they are the reason you should proceed with a single keyword ad group setup. Then finally, the last reason I’ll give for a single keyword ad group setup is that, ultimately, you’re going to get better data over time. Now, I mentioned in my previous video that if you have a single keyword ad group or SKAG setup, then that will be harder to get data that you can use to optimize your campaigns quickly and efficiently, and it’s harder to manage your campaigns.
Now, that part might be true but, ultimately, when you start running campaigns with this setup, your data is solid, it’s really good data, you can see specifically which keywords are working, which ad groups of the back of that are working really well, too. All of that can really help you manage your campaigns more effectively as well, even if it becomes a harder task to do as well. Again, you need to be good at using the Google Ads editor in order to set the campaigns up with a single keyword ad group setup in the first place, but then again if you’re good with Google Ads and you’re comfortable doing that, that shouldn’t be a problem at all. Ultimately, it leads to better optimizations and that’s only going to benefit your campaigns and benefit your business, too. There you have it.
So Are SKAGS a Good Thing?
There are the reasons I say that single keyword ad groups or SKAGs are a good thing to have for your PPC campaigns. Again, I said it on my last video, the two videos contradict each other, but it goes back to understanding where you are as an advertiser and your skill level of using the Google Ads editor, first is using the actual interface itself, and if you’re confident and comfortable with doing that, then single keyword ad groups are a good way to go. If your campaign warrants it, if it’s a complex campaign that would benefit from this because it’s a very competitive niche, then that’s the way to go as well, use a SKAG setup. If not, and it’s a small, very uncomplex campaign, or you’re a new advertiser, then it doesn’t make sense to use a single keyword ad group setup.
I hope I’ve clarified that between these two videos. Thank you, guys, for watching this video. I hope you found it useful. If you liked it, please leave a like below. Let me know in the comments whether you found SKAGs to be a good thing or a bad thing or maybe you’ve never even heard of them. I pretty much reply to every single comment I get, so I’ll be really interested to talk with you there. More important than that, don’t forget to subscribe. Check out the other content on my channel, and I’ll see you guys on my next video.