Are you still using SKAGs in 2024? Here’s something you MUST know!

What are Single Keyword Ad Groups?

Digital Marketing services have been popular for over a decade now. Single Keyword Ad Groups (SKAGs) are a PPC approach in which each ad group in a Google Ads account is focused on a single term. This technique enables highly targeted ads and exact bid control, ensuring that search intent matches ad copy. The idea of SKAGs is to establish a one-to-one association between the search phrase and the ad, which increases relevancy and improves click-through rates.

In a typical SKAG configuration, marketers would build many ad groups, each with a single keyword and various match kinds (exact, phrase, and broad match). The idea is to closely monitor each keyword's performance and adjust bids and ad copy accordingly.

What are Multiple Keyword Ad Groups?

Pay Per Click (PPC) advertising makes use of a framework called Multiple Keyword Ad Groups (MKAGs), in which each ad group consists of multiple keywords. Multi-term keywords groups together under a single ad group (MKAGs) are related keywords as opposed to Single Keyword Ad Groups (SKAGs), which concentrate on a single term per ad group. Using this tactic, advertisers can target more search queries with a single batch of advertising. Because MKAGs provide a more expansive audience targeting technique, their use by big businesses has expanded. Manual techniques like SKAGs could not be as effective as automated alternatives given the growth of machine learning and automation in digital advertising.

Why are MKAGs so popular?

In PPC, the scope of error is diminished as it can be an expensive investment for many business owners. Multiple Keyword Ad Groups (MKAGs) are becoming increasingly popular for several reasons, primarily due to advancements in digital marketing tools, changing strategies, and the evolving needs of advertisers. Here are some key factors contributing to the rise in popularity of MKAGs:

1. Efficiency and Simplification:

• Streamlined Management: By lowering the quantity of ad groups in a campaign, MKAGs facilitate simpler ad optimization and management.
• Unified Strategy: Putting comparable keywords in one group makes it easier to manage several ad variations by enabling a unified strategy across linked search inquiries.

2. Progress in Automation:

• Automation and Machine Learning: The management of campaigns with several keywords has become simpler with the advent of machine learning and automated bidding techniques in platforms such as Google Ads. With the use of performance data, automated technologies can now improve adverts and modify bids, negating the need for human participation.
• Responsive Search Ads (RSAs): RSAs automatically combine different headlines and descriptions to show the most relevant ads to users. This capability works well with MKAGs, as it can dynamically match the best ad combinations to various keywords within the same ad group.

Are SKAGs Still Relevant in 2024?

Advertisers' tools and strategies are evolving alongside digital marketing. The relevance of SKAGs is a hotly debated question in 2024. While SKAGs were previously a popular technique among advertisers, the rise of automation and machine learning in platforms such as Google Ads has altered the game. Google Ads Manager now includes more advanced targeting options and automated bidding algorithms for large-scale campaign optimization.

One of the primary arguments against SKAGs in 2024 is the growing complexity and workload of administering many ad groups. As Google Ads' machine learning algorithms improve, automated tools like Smart Bidding and Responsive Search Ads provide more effective ways to manage and optimize campaigns.

However, SKAGs are still helpful in certain situations, particularly in highly competitive industries where precision and control are critical. Businesses with a tight focus or niche market may discover that SKAGs give the appropriate information to surpass the competition.

Advantages and Disadvantages of Using SKAGs:

Advantages:

1. Improved Relevance: SKAGs enable highly relevant advertising that aligns with users' search intent, improving CTRs and quality scores. This relevancy can lead to cheaper CPCs and better ad positioning.

2. Granular Control: SKAGs give marketers precise control over bids, ad wording, and targeting options. This precision can aid in fine-tuning campaigns and meeting particular marketing objectives.

3. Data-Driven Insights: SKAGs provide detailed data on individual keyword performance, allowing advertisers to make informed decisions based on metrics such as conversion rates and return on ad spend (ROAS).

Disadvantages:

1. Complexity: Managing many ad groups can be time-consuming and challenging for organizations with diverse product lines or services. SKAGs must be constantly monitored and adjusted due to their manual nature.

2. Limited Scalability: The SKAG technique may become difficult to scale as organizations extend their product offerings. Platforms like Google Ads Manager offer automated solutions that can be more scalable.

3. Outdated with Automation: With the rise of machine learning and automation in digital advertising, manual strategies like SKAGs may not be as efficient as automated solutions. Features like Smart Bidding and Dynamic Search Ads can optimize campaigns in real time, potentially outperforming SKAGs in many cases.