10 Time Tested Beneftits of SKAGs
Single Keyword Ad Groups(SKAGs) are a time tested method of setting up your Google Ads account structure. Here we outline why they continue to be one of the most popular ways to setup your account.
1. Easy to Grasp and Replicate
As PPC strategies go, SKAGs are simple enough to grasp and implement which makes them particularly approachable for digital marketers of any skill level. Once you create your first single keyword ad group - you can add as many ad groups as you like, all following the same underlying ad group structure.
The search terms report from your existing SKAGs is a great source of relevant keywords for building new ad groups that follow the same template, aside from using negative keywords to make sure your ads aren't competing for the same search terms.
2. More Control Over Ad Targetting
As much effort as you can put into optimizing your landing page and refining your ad copy - the cornerstone of any succesful paid strategy is being able to reach a specific taget audience with relevant intent.
SKAGs are designed to offer a more granular approach to ad targeting within Google Ads giving you more control over your reach and ad relevance.
3. Improved Ad Relevance
The performance of your Google Ads campaign largely depends on how well your ads match the search term that triggered them. Better ad relevance is often rewarded with higher Quality Score and Ad Rank.
Having only one keyword per ad group is a great way to make sure your ads are tailored to better answer the search queries they're shown for.
Being able to fine-tune your reach for specific search terms makes it considerably easier to narrow the gap between users' search intent and your ad text.
4. Higher Click Through Rate
It should come as no surprise that higher ad relevance goes hand in hand with higher Click-Through-Rate. The better your ad matches the search intent of your target audience - the higher your chances of enticing them to click on it.
Aside from the obvious benefit of getting more traffic from your PPC campaign, higher expected CTR is also a contributing factor to your Quality Score at auction time which affects your Ad Rank and CPC.
5. More Tailored Landing Page Experience
Using SKAGs offers a better insight into the search intent of your target audience making it easier to ensure a better message match between the search term, the ad they click on and the landing page they end up on.
Optimizing your landing page for a better user experience doesn't go unnoticed by Google and often contributes to a higher Quality Score as well.
6. Better Quality Scores
Google's assessment of how much effort you're putting into optimizing your keywords and ads plays an integral role in maximizing the ROI potential of your paid search marketing efforts.
Introducing SKAGs into your Google Ads campaign should have a positive impact on your Quality Score and make it easier to maintain a good Quality Score once you obtain it.
Aside from bragging rights, getting a consistently high Quality Score comes with a number of perks, such as higher ad positions, lower Cost-Per-Click, and a better insight into what it takes to create quality ads.
7. Improved Ad Rank
Better quality ads have a way of finding their way to higher ad positions. Being further in line for users' consideration often means the difference between getting a new lead or losing it to a competitor who had higher Ad Rank. The real challenge, however, is to climb the SERP ladder without increasing your bids.
Investing a bit of time in maintaining a higher Quality Score goes a long way towards lowering your CPC and getting better ad positions. Pair that with improved ad relevance and custom tailored copy designed to resonate with your target audience and you have the makings of a very promising Google Ads campaign.
Since you're focusing on a single keyword per ad group - higher Ad Rank is essential in getting your fair share of impressions and making the most of every keyword you're going for.
8. Lower Cost-Per-Click and Cost-Per-Conversion
Another noteworthy benefit of the Quality Score increase you get from using SKAGs is lower Cost-Per-Click. Consider this Google's incentive program to reward quality ads with higher ad positions at lower costs.
Cheaper clicks often lead to lower Cost-Per-Conversion as well, meaning that a SKAG campaign might yield more conversions given the same budget as a more conventional Google Ads campaign.
Not only do you get a chance to attract more traffic for less money, but the traffic you get from a SKAG campaign is by design more relevant and therefore more inclined to convert.
9. More Transparent & Optimized Ad Spend
Wasted ad spend can have a considerable impact on your ROI. The granularity of a SKAG campaign gives you a chance to prioritize high-performing keywords and ad groups, making sure you're getting the most out of your paid search marketing budget and avoid wasting resources on less relevant keywords/traffic.
10. Higher Return on Investment.
Getting more bang for your PPC bucks is the ultimate goal for any paid search strategy and SKAGs are designed to do just that. If done right, a SKAG campaign can organically boost your CTR and lower your CPC without relying on your undivided attention to maintain it.
All these benefits wouldn't be worth much if you couldn't easily scale your campaign as your business starts to grow and expand. Given how easy it is to tweak and optimize SKAG campaigns you should have no issue identifying more opportunities to improve your ROI even further.
Start increasing your ROI today by using our SKAG generator tool.