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Automated Single Keyword Ad Groups (SKAGs) for Google Ads

Automated Single Keyword Ad Groups (SKAGs) for Google Ads

– Today, I’m gonna show you
a free automation script that takes your winning
queries out of your Search Query Report and
adverts and converts them into Single Keyword Ad
Groups automatically at the click of a button. (vintage techno music) Hi guys, I’m Ed Leake
from ADEVOLVER.com, and I’m just gonna run you through why we do Single Keyword Ad Groups, a SKAG. What’s the benefit of a SKAG
if you don’t already know, really quickly. So, let’s get my face off the
screen and talk about SKAG. So, why SKAG? Number one, Single
Keyword Ad Group controls your best performing keywords. Improves your message
match, so essentially, the search query to your advert
is as strong as it can be, because your keywords are
in Single Keyword Ad Groups with an advert or three to match. Uh, increases your
click-through rate as a result, because you get that message
match as strong as possible. You get a better Quality
Score, because Google loves click-through rate. Let’s be honest. It’s a major part of Quality
Score, and that in turn lifts your ad rank Quality Score,
with your bid, is your ad rank. And it should reduce your
cost per click over time compared to leaving
Exact Match Keywords in campaigns all mixed together
with other match types. It also allows you, and
this is really important, it allows you to control your budget. So you want your best performing
keywords in your SKAGS, and you want them spending
all the money they possibly can, if they’re converting. So, another thing we
should quickly cover is account structure to make this work. Now, this is just an example. You don’t have to use
this, but in order for your Single Keyword Ad Groups
to work, they literally need to be exact matches
in their own ad groups. So, no mixing and matching of match types. So, this is just a really quick example. Campaign name: UK, so
this is targeting the UK for desk lamps, and we’ve
got a campaign here, on the left you can see,
for Exact, Phrase, Broad, and DSA campaigns. So the example here is
that this script would take from the Phrase, Broad,
and DSA campaigns, all the best queries from
the Search Query Reports, and it would put them into
the Exact Match campaign. And within that Exact
Match campaign, you’d have Single Ad Groups with single queries, um, sorry, Single Keywords, and, of course, adverts to match. So, to control the delivery
even more, we then have a shared negative list,
so the, and the script does this for you, of course. All you’ve got to do is apply
the shared negative list. So, essentially, here,
desk lamps Exact would only trigger for the Exact Match query in the Exact Match SKAG campaign. The reason being, that
would be negatived against the Phrase, the Broad, and the DSA. So I hope that makes sense. The naming convention
here is just an example. You can do any which way
you like, but essentially, you’ve got to split out
your match types, which is good practise anyway,
’cause it helps you with… It’s easy for bid management
and budget control. Particularly important,
splitting out your match types. Okay, so let me show you the script. Now, if you haven’t used
a MCC level script or a AdWords script before,
I’ll put a link in here to the previous video, which
is an automated bidding script that we’ve released,
which shows you how to instal the script, pretty straightforward. So, this is the control
sheet, and I’ve put an example in here. So, what does this do? So, from left to right,
it’s really simple. You put the account ID
on the left and its name, and that’s for your benefit, the name. The manager email, you don’t- It’s optional, so you can
put your email address in there, so you get
these logs sent to you. However, I would recommend
that you run this manually once a month anyway, yourself,
and let it run through. I wouldn’t put it on autopilot. So, run script, yes, no. Then, date range, so you’re looking back. You know, if you run this
once a month, you might wanna look back 30 days. You might wanna look back 60 days or more if you have a conversion
volume that shifts up and down, because, ultimately, we
are targeting either- Here we got ROAS, but we
could have CPA, so you’ve got two strategies here. You either want a return on ad spend, or your cost per acquisition. So that is what the script’s looking for. It’s looking for keywords
that are in your source campaigns that are hitting your target and have a minimum number of impressions. So that’s what it’s doing. It’s looking for the search queries. So, as you can see here,
I’ve put the example in of 45 days, the Broad
campaign, and the DSA campaign. And their destination for the keywords is the Exact Match campaign. You could create a campaign
specifically for SKAGs if you so wish, but this
is, you know, for example purposes, relatively straightforward. So, I’m just gonna
change that back to ROAS for this example. So, min impressions is
important, not just for this script, but for any time
that you’re looking through Search Query Reports for Exact Match, and Phrase Match as well,
keywords tied to an account, because if you fall below
one impression a day, then, technically, that’s
a low volume search term. So, if you add the low
volume search term to your Exact Match, for example,
then it won’t trigger or it will very, very rarely trigger. However, conversely, if
you don’t add it, a Broad could trigger it, even though
it’s a low volume keyword. So, you’ve actually got
more chance of a Broad, sometimes Phrase, triggering
a low volume keyword, so don’t ever add Exact
Match low volume keywords. Very rare case that you would do that. So, yeah, min impressions,
so, whatever this is. So if you 30 days, then
I would always advise you stick 31, so you’ve just, one
over the minimum impression of one a day, or you could
play it safe and put 40. Whatever. But as long as it’s more impressions than the look back period. And you can change the
date range to All Time or Last Number of Months if you so wish. The only other two options
here, it’s really simple, is a label and keyword level URLs. Not a lot of people use
keyword level URLs, but obviously, if you do, it
can pull those in for you. Then label, so whatever you
want to label up the ad group. And this just makes reporting
easy, so you can search through an account really
quickly for the label to understand which ad
groups this script created. So, let’s say this is a
real account, a real name and you ran it. So, you ran it with these
settings, as I had at the start. What happens is when you
run the script, you get an output here. It gives you a last run
date, which is today’s date when I ran it, and then
you get this output. So, this one, it didn’t find any queries, but here, it has found
two queries for you. So, essentially, it’s found
two keywords that have triggered conversions
that have hit your target in the last 45 days with a
minimum of 46 impressions in this Broad campaign. It’s found two of them. So, it then outputs a sheet like this. So, it tells you the
date, the campaign name, the ad group name, and then
it shows you the query. And it shows you the raw data
for that query in this period. So, for example here, one
click, eight click, number of impressions, the cost,
total cost, all conversions, and then it does show
CPA and ROAS, but this account is targeting six,
this example, should I say, is targeting six ROAS and above. And it shows you that there. So, if we were to run
this, it would’ve actually taken these ad groups
and these keywords and created them in the
destination campaign here, at the click of a button. So that is the script,
and of course, you can add as many accounts and campaigns
in here as you so wish. So, just jumping back to
explain what’s going on here in more detail, now I’ve
shown you that sheet. So this is full-auto SKAG-er. So what it does, it finds
the winning keywords in your Search Query Report,
which can be relatively quick for you to do,
but it just automates it based on your targets. It then creates the ad group for you in the destination campaign,
so you have to have a campaign ready for it. It doesn’t create campaigns,
but it creates the ad group. Copies the keyword over,
and it creates the ads based on the ads that were
being used previously, so you have an opportunity to go one step further than the automation
afterwards and add some more specific and fresh
ad copy if you so wish. And I’d recommend that after
the SKAGS have had time to run. It also sets the max
CPC based on the average performance, so, essentially,
what was the average CPC to hit your target? It will set that for you, so,
again completely automated. It then adds the keyword
that it’s adding to the SKAG to that negative keyword
list, so you should take that negative
keyword list and apply it to all non-exact campaigns. So, it does the keyword
management for you, well, the cross-pollination
management for you, so it stops your SKAGs
triggering across your account, and you lose control. And, of course, it adds a
label for you to the ad group, so you can easily filter
and report on them. And then it logs to the sheet, of course, as I’ve just shown you,
and can send you an email if you so wish. And that’s it, so link for this script is in the description. If you’re watching this
video and you also are interested in automated bidding, we’ve got a free script for that,
if you haven’t seen it. So, I’ll put a link around here somewhere, depends what you’re watching this on. Yeah, any questions, do let me know. It’s pretty straightforwards,
easy enough to set up, but it saves you a load of time. It’s a great little script
for SKAG-ing an account really quickly and taking
those winning keywords. So, as I say, I’ve been Ed,
Ed Leake, from ADEVOLVER. Hope you enjoyed the video. Hope you find these free
scripts really useful. We’ve got more coming
in the next few weeks. I’ve been standing up,
’cause I’ve got a stand up, sit down desk now, and
it broke, and it’s in the upright position,
so tough shit for me. But until next time, thanks for watching. Hit the like button, ’cause
it really helps the videos. I’ve been Ed. I’ve said that already,
so good day to you, good night, good afternoon,
wherever you are. Cheers. (vintage techno music)

10 thoughts on “Automated Single Keyword Ad Groups (SKAGs) for Google Ads

  1. Unless you go in and change the ads so they are more targeted than the original ads the ctr and quality score wouldn't be any better would it? As it is the same keyword and ad as before.

  2. Trying to run this script, put in my word link and ran it (within adwords) but there are errors such as MccApp" is not defined. (file Code.gs, line 24)
    Any idea whats wrong?

  3. Fantastic work, thanks a lot Ed:) Would it be possible somehow to base script on number of conversions instead of CPA or ROAS?

  4. Do you have any detailed videos as to how to use scripts with AdWords. I don't have any experience or knowledge about this and I would love to know more and be more efficient with Google ads.

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