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How to Dramatically Boost Google AdWords Results | Single Keyword Ad Groups (SKAG)

How to Dramatically Boost Google AdWords Results | Single Keyword Ad Groups (SKAG)


– Stay tuned because I’m gonna show you the single best tactic to
dramatically increasing your AdWords performance. (electronic music) So what is this tactic? Well, it’s single keyword
ad groups but with a twist. They’ve been all the rage
for a few years now in the paperclip world but what are
single keyword ad groups? And what’s the point of them? Essentially, if you’re new
to single keyword ad groups, it’s a strategy to take
a single keyword and put it in its own ad group. So for example you might have red shoes or buy red shoes and
you’d have buy red shoes as a broad phrase and exact match keyword in a single ad group. And then you would control your bids by bidding the least on your broad, a little bit more, 10
to 15% on your phrase, and then another 10 to 15%
on your exact match keyword. And that stops the broad
competing with the phrase and the phrase competing with the exact. So what’s the point? Well SKAGs give you more
control over your account because granular which
helps with reporting and understanding quickly what’s
working and what isn’t. More importantly though it allows you to control your message
match so your continuity, to your search, to your ad
copy, to your landing page to make sure that they’re
all congruent and in line. Thirdly, it increases
your click through rate or at least is a tactic to increase your click through rate
against your competition. That in turn increases your quality score which reduces your cost per click against your relative competition
against these keywords. So its about increasing control, increasing click through,
and reducing cost per click. And also control and
delivery of your AdWords. So it all sounds good in principle but there’s a problem, the
way you’ve been told how to do single keyword ad groups is wrong. Everyone tells you to
add all the match types to a single keyword ad
group which ultimately makes it not a single keyword ad group. So here’s the problem, if you mix your match types you
can’t get more control. You can’t actually control your click through rate
and your message match. You can’t control all the search term to the ad as much as you could if you had a single keyword in the
single keyword ad group. So you can’t reliably hit all those positive points of doing
this in the first place. So the best way to do a
single keyword ad group is to take your exact match keyword, put it in the ad group, and match your ad copy
to that single keyword. Make sure your landing page
suits that single keyword and match your single keyword ad group. And then if you won’t target
a single keyword phrase or broad and you can’t put
those two in the same ad group make sure they’re in a different campaign so you can have all your exact matches in their own ad groups
in their own campaigns so you can control
budget delivery as well, which is really important because if you’ve got any
experience with our branch you probably know the phrases and particularly broads
can eat through budget pretty quickly when you
want that budget to go to your exact match keywords. And the beauty of this is you can take all your exact match, put them in a shared negative keyword list, And you can apply that to all your non-exact match campaigns. And so when you structure
an account like this you have such granular control. And by doing that it means that
your, leaving your negatives in place like that, it forces
your exact match keywords to be the ones that deliver the ad and you keep control over that situation. And you can’t do that if you mix your SKAGs with broads,
phrases and exact match. It also means you don’t
have to layer your bids which again is a compromise
because sometimes you don’t want to bid more on a phrase over a broad because a
broad might be working and sometimes you don’t want to bid more on an exact match and you don’t have to if you’ve got that granular control in your exact match is actually performing at a lower bid and it happens. But I hear you, you’re sort of thinking well I’ve got hundreds of keywords that means I have to create hundreds of ad groups and this is
gonna be a nightmare. Well, take it step by step so do 80 20. Take your top five, 10, 20% spending keywords and start there and create SKAGs out your top spending exacts and put this strategy to use and
make sure it works for you. It should do and when I say it should do, it’s also quite telling because if you’ve got exact keywords in there that you think might be
good or should be working. By putting in the single keyword ad groups it actually highlights your weaker exact match keywords as well. And that allows you to do two things; either pulls them off and save you money or really target those, because they’re in their own ad groups and campaigns, really specify the optimization as to demographic tweaks and bid adjustments, location device, so on and so forth. And if you mixed all your keywords in you’d have to apply all
those bid adjustments to all those keywords which don’t all preform the same time. Just because you’ve got buy red shoes as an exact and buy red shoes as a phrase doesn’t actually mean they’re going to preform the same
geographically on devices. So that’s how to dramatically increase the performance of your AdWords campaign using true single keyword ad groups. I hope you found that useful. If you don’t agree with me and you like to mix your match types up I’d love to hear why. Stick it in the comments below. If you like the video, give it a like. Make sure you do try out this strategy. Any questions, again comments below and if you enjoyed it maybe subscribe. Until next time, cheers! (electronic music)

8 thoughts on “How to Dramatically Boost Google AdWords Results | Single Keyword Ad Groups (SKAG)

  1. So to be clear, if you separate exact match keywords and put them into (true) SKAGs, then create a negative shared list of those exact match keywords and apply that shared negative keyword list to all non-SKAG campaigns/ad groups (even the broad and phrase match versions of the exact keywords), you'll control spend but also NOT prevent the broad and phrase match versions of those keywords from showing?

    Grateful for your comments as this has always foxed me a little 🙂

  2. great! this explains why I could figure out how to add my negatives!! I read about single keyword ad groups on a blog and then struggled to see how they actually helped me, your video makes so much more sense now … thank you!!

  3. very informative and helpful video thanks mate! I wonder if this will also be applicable to the upcoming new adwords platform on July 24, 2018 which is "Google Ads", Any thoughts about this? I will really appreciate it, thanks in advance cheers! 🙂

  4. All I can say he is best Guy for Adwords, I was watching your video on SKAG, Everyone mention must put all 3 match types, But based on your advice I am using Exact Match only and I can see results within hours. Thanks Allot

  5. I have a very difficult time with google choosing the right ads to show and by choosing the wrong ads to display for a keyword, it goes to the wrong landing page, which turns to decrease CTR, Reduce Quality score and increase bounce ratio.

    Typical Example:

    ADS keyword
    1. ADS12 ——————–[Buy shoes]

    2. ADS34——————–[Buy shoes in Poland]

    Noting that these are exact keywords match to particular ads

    When some one searches on google or using diagnostics in google.

    These are the results you get below:

    ADS keyword
    1.ADS34 ——————–[Buy shoes]

    2. ADS12——————–[Buy shoes in Poland]

    How can I fix this so i can get the right CRT, Increase quality score and reduce bounce ratio:

  6. Do you mean Exact match [1 campaign, 1 ads group, 1 exact match keyword], Phrase match [1 campaign, 1 ads group, 1 phrase match keyword], and Broad match modifier [1 campaign, 1 ads group, 1 broad match modified keyword] ? Am i understanding it right?

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