The Benefits Of Using SKAGs In Your Google Ads

How To Get the Most Out of Google SKAG Campaigns

Google is one of the most powerful advertising platforms to ever exist. With over a billion monthly active users, Google has no meaningful competitors and looks set to pull in a staggering amount of traffic for the foreseeable future. This makes Google an excellent channel for marketers to focus on. In addition to the enormous amount of potential reach, Google also offers a suite of useful and accessible advertising features, making it easier for businesses to connect with potential customers and grow their presence online.

One of Google’s advertising features — which is what we’ll focus on in this article — is called SKAGs. Let’s dive into what SKAG campaigns are, why they’re so useful, and how you can start using them in your marketing campaigns.

What are Google SKAGs?

What is the definition of SKAG? SKAG stands for Single Keyword Ad Group. It refers to groups of ads that all center around the same single keyword, allowing marketers to build highly focused and specific ad campaigns based on one topic.

SKAG campaigns differ from typical ad groups which tend to feature a range of different keywords, even though the general theme might be the same. As a result, SKAGs have a number of unique benefits over other types of Google ads.

What makes SKAGs so special?

There are several reasons why SKAGs stand out from other advertising methods. Here are some of the key benefits:

Easier to manage

Simple doesn’t always mean easy, but it often means less complicated. In the case of SKAGs, focusing each ad group around one single keyword makes things significantly simpler, and this makes many aspects of managing the ads much easier.

One example is research. With SKAG campaigns, you know from the beginning which keyword to target, and it’s typically a high-volume, short-tail keyword. This saves you the time and effort of researching multiple keyword variations and long-tail keywords for the same ad group.

Google’s editor also makes it easy to clone SKAGs so you don’t have to manually copy each ad multiple times.

Easier to tweak and optimize

Traditional ad groups contain multiple different keywords, which makes it tough to pinpoint the exact reason why a group is succeeding or failing. With SKAGs you don’t have this problem — it’s immediately clear which keyword is responsible for the group’s performance.

This makes it much easier to tweak and optimize your campaigns — leaning into SKAGs and keywords that perform well while ditching those that don’t work out — so you can improve metrics like click-through rates and conversion rates across your campaigns.

Ads can be more specific and relevant

With SKAGs, your ads all revolve around the same keyword which makes it extremely easy to keep the subject of each ad tightly aligned. There’s no confusion or dissonance between ads within the same group, and you can be sure that all your ads are reaching the intended audience.

Are You Ready To Set Up SKAGs For Your Campaigns?

How to set up SKAGs

Setting up SKAGs is fairly straightforward within Google. We recommend you take the following steps to make sure your SKAGs stand the best chance of success and are easy to track, tweak, and optimize.

Step 1: Decide on the right keywords

Since each SKAG will revolve around just one keyword, it’s important to choose the right ones. That said, you don’t need to worry about your keywords being perfect from the start — the performance of your ad groups will quickly indicate which keywords are solid and which ones should be left behind.

It’s best to choose your keywords by looking at the core topics or ideas your ads will feature, and then making lists of keywords based on that. Keyword generator tools like the one by Ahrefs can help you here.

Step 2: Build your SKAG campaigns in Google Ads Editor

Setting up your SKAG campaigns is pretty simply — just install Google Ads Editor, link up your Google Ads account, and follow the instructions within the tool.

At this stage, you should also add multiple keyword match types. This means that for each keyword you’ll include an exact match, a phrase match, and a broad match modifier. For the keyword “digital marketing”, this would look like so:

digital marketing

[digital marketing]

“digital marketing”

Why should you do this? Essentially, splitting your ad into match types makes it more likely to reach the intended audience. For example, if someone searches for a long-tail keyword that contains your phrase match keyword, your ad will remain relevant.

Finally, you’ll need to set bids for your SKAGs and then create them within Google’s editor. Remember to always include your keywords in the ad headline and URL.

Once your SKAGs are ready, use the cloning feature to avoid having to copy them many times over manually.

Step 3: Track and optimize your SKAG campaigns

Within Google Ads Editor you can easily track the performance of your SKAGs via the conversion tracking feature. Here you simply choose a conversion action that you want to track (like clicking through to a landing page, making a purchase, or booking a call) and Google will track performance in your search terms report.

Make sure to pay close attention to your search terms report so you can follow the progress of your ads, identify any problem areas, and optimize all your SKAGs on an ongoing basis.

Get the most out of Google SKAG Campaigns

Like many things in the world of digital marketing, SKAGs can be challenging if you go it alone. At Profitable Media, we help businesses of all kinds harness the power of SKAGs — along with many other elements of online advertising — so they can grow and thrive in the ever-changing digital world.

Get in touch to find out how we could help you.

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Vlad Popirda

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With a Bachelor’s in Marketing and a Master’s in Advertising, his life’s work is to leave this world better than he found it, and he aims to achieve that by putting his talents in the service of the right people and helping businesses make a difference in the world.

Outside of working hours, you may find him singing Britney Spears songs at karaoke nights, or exercising his creativity in varied ways, such as playing chess, designing board games, playing guitar, or playing Dungeons & Dragons with his mates.

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With her background in sales, customer service and art, it’s no wonder her strength is in communicating with people, be they our customers or us, her team.

While juggling her different tasks (Project Management, Web Design, Quality Control, Customer Service), one thing never changes: she will use her artistic sense to make a project unique and she will hear out the person she is working with, understanding their needs and wishes while integrating and tying them all together to create an outstanding final product.

When she’s not tuned in to her work, you’ll find Alisa taking ordinary things and making them beautiful. In her artistic endeavors she explores many different mediums of expression, like painting, ceramics, dance, and cooking. Among these, her dancing stands out, as she is part of a salsa dance performance team, doing gigs both locally and nationally.

Her dream is to travel and explore different cultures, which she is always doing from home by cooking and trying out various cuisines from around the world.
Short Excerpt:
Alisa is the one that makes things work smoothly and on schedule, giving everything she does an artistic spin and flourish with her keen eye for design.

With her background in sales, customer service and art, it’s no wonder her strength is in communicating with people, be they our customers or us, her team.

Zach Warshawsky

CHIEF OPERATING OFFICER

Zach manages the operational side of our business and coordinates all the work done by our team. He designs technical architecture and always keeps an eye towards the future, making sure his solutions are scalable. He applies his skills in all sorts of fields, such as Project and Team Management, Sales Funnels, Web Technology, Split Testing, Automation and CRM.

If there’s one trait he shares with Henry, it’s passionate problem-solving. Although he has been working for over 25 years in Sales, Marketing, Management, Team Building and Customer Service, perhaps his relevant business credentials start even earlier. At 15, he started a business selling and installing car stereo systems before he even had a driver’s license. Armed with a reseller’s permit and a passion for business, he started down the path of entrepreneurship and hasn’t looked back since.

With four amazing children and a wonderful wife in his life, his goal is set: provide the best possible life for them that he can. To that end, he works hard on helping clients scale their businesses through the use of cutting edge digital marketing tools.

His weapon of choice on this quest is not a coincidence, for his knowledge of technology is certainly top-notch. This can sometimes be a blessing and a curse however, when the Apple Genius Bar can’t solve a friend’s problem, it’s Zach’s phone that gets lit up.

To unwind, he spends time with his children, goes on weekly dates with his wife and is passionate about crafting culinary art… he unwinds and loves creating amazing home-cooked meals for his friends and family!

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CHIEF EXECUTIVE OFFICER

One of the two men that started it all, Henry has a knack for judging character and managing the internal structure of our team. The go-to guy for when business owners hit a roadblock, he is well known for offering unique, scalable solutions to any issue that presents itself. 

With a background in Sales, Marketing, Management, People Development and Leadership, he puts it all to good use in the service of his clients and fellow team members, helping them better themselves. 

He’s a born problem-solver, breaking any seemingly impossible task into achievable actionable items.  He has successfully helped dozens of businesses expand to the 7-8 figure level, by designing and implementing extensible, supportive and responsive infrastructure that his clients could then leverage to their fullest advantage. 

At work, he loves helping our customers make their dreams a reality, taking businesses to the next step of success, guiding them all the while. Outside of work, he enjoys a good meal with friends and a nice Napa Valley Cabernet Sauvignon. He also likes travelling with his family and exploring different cultures and finding out more about our world. Having dreamt of becoming a soccer player when he grew up, he has since traded that sport for another, namely golf, which he partakes in whenever he gets the chance.

Little known fact, he won the Atomic Spicy Food Competition when most of the people quit after just a couple of bites. Scientists have yet to come up with an explanation.