Are Single Keyword Ad Groups Dead in 2024?

If you’re diving into the world of PPC and wondering about Single Keyword Ad Groups (SKAGs), you’re definitely not alone. 

SKAGs have been the go-to strategy for many advertisers looking to squeeze every bit of efficiency out of their campaigns. 

But with the digital marketing landscape evolving rapidly, you must be wondering: Are SKAGs still relevant in 2024, or have they become a relic of the past?

What Are Single Keyword Ad Groups?

Before we jump into the current state of SKAGs, let’s quickly recap what they are. Single Keyword Ad Groups are exactly what they sound like: ad groups that contain only one keyword. 

The idea is to ensure that the ads and landing pages are highly relevant to that keyword, improving ad performance. 

Here’s an example:

Let’s say you operate an online store specializing in home exercise equipment. If you group all related keywords into a single ad group, your ad might be shown for both “treadmills” and “yoga mats.”

When the ad is not specific to either type of equipment, it may fail to meet the expectations of searchers. A person looking for a treadmill isn’t necessarily interested in yoga mats, and vice versa. A mismatch like this often results in a low click-through rate (CTR) and poor conversion rates.

In contrast, using Single Keyword Ad Groups (SKAGs) involves creating separate ad groups for each keyword, such as one for “treadmills” and another for “yoga mats.” 

Also, by taking this step, you can work on creating ads that are relevant to each specific keyword, so your ad perfectly aligns with what users are searching for, ultimately leading to better conversion rates.

The Rise and Fall of SKAGs

SKAGs have been praised for their precision. Focusing on a single keyword meant that advertisers could create ads and landing pages that were spot-on for what people were searching for. This usually led to higher click-through rates (CTR) and better conversion rates.This was particularly useful when Google’s algorithm wasn’t as sophisticated in understanding context and user intent.

However, as Google and other search engines have become smarter, their algorithms can now understand broader context and user intent much better. This has led to some questions about whether SKAGs are still worth the effort.

Why SKAGs Might Be Losing Their Appeal

Algorithm Advances: Modern algorithms are pretty good at figuring out what users are looking for, even if their queries are a bit vague. Google’s machine learning capabilities mean that broad match keywords are often just as effective—if not more so—than SKAGs.

Increased Management Complexity: Managing hundreds or thousands of SKAGs can be a nightmare. It requires constant monitoring to ensure everything is running smoothly. Doing this can be very time consuming, especially if you’re managing multiple campaigns.

Broad Match and Smart Bidding: With the advent of broad match keywords and smart bidding strategies, it’s possible to achieve similar, if not better, results without the need for SKAGs. Broad-match keywords paired with smart bidding can help you capture a wider range of relevant search queries without the painstaking process of creating individual SKAGs.

When SKAGs Still Make Sense

That said, SKAGs aren’t completely obsolete. There are still scenarios where they can be beneficial:

Niche Markets: If you’re targeting a very niche market where precision is crucial, SKAGs might still offer some advantages. In these cases, the specificity of SKAGs can help you better control your ad’s relevance and performance.

Suppose you’re selling rare, vintage typewriters. For a niche market like this, where your customers have very specific interests, SKAGs can be quite useful. Try setting up separate ad groups for keywords like “1920s Remington typewriters” and “vintage Underwood typewriters”. Each ad directly reflects what typewriter collectors are looking for.

High Competition Keywords: For highly competitive keywords, SKAGs can help you maintain a strong position by ensuring that your ad is as relevant as possible.

If you’re bidding on a broad keyword like “best running shoes.”, this is a highly competitive keyword with lots of advertisers vying for top spots. Using SKAGs in these situations can give you an edge by creating separate ad groups for variations like “best running shoes for marathons” and “best running shoes for trail running.” 

Now, your ads are more focused and relevant to each specific search query. As a result, you’re more likely to stand out in the crowded space and capture the attention of potential customers who land on exactly what they searched for

Testing and Experimentation: If you’re experimenting with new strategies or testing ad copy, SKAGs can offer a controlled environment to gauge performance without the noise of broader match types.

Final Words

So, are SKAGs dead in 2024? Not quite. They’ve definitely evolved from their heyday, but they’re not completely out of the picture. As with many aspects of digital marketing, the key is to adapt and choose the strategy that works best for your specific goals and resources.

In the end, it’s all about balance. So, keep experimenting, stay up-to-date with the latest trends, and remember that the best strategy is always the one that aligns with your needs and objectives.

SO, WHERE DO YOU FIND THIS PARTNER?

Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.

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