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Preference on number of ad groups?
Posted by on August 10, 2021 at 2:33 pmI’ve worked places where we’ve done adgroups for every single keyword to better manage the budget and create ads for each keyword. And I’ve worked places with just 3 adgroups with multiple keywords. Do you have a preference when building campaigns? Is one way best practice over another?
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2 Replies
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The SKAG approach (single keyword ad group) is pretty outdated, and to be honest it makes managing/optimizing a campaign almost impossible. We’ve looked at many campaigns which have hundreds of ad groups for only a few products or services…not a good approach.
It’s far better to use single-topic ad groups, split into topics where you can then include many related keywords.
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SKAG might work on a small ad account that is local to a city or small location targeting area. Otherwise, most people group keywords by theme and create ad group that matches it. Similar to Facebook, … Google wants people to go more broad with targeting and let smart bidding and automation take over when it makes sense and is performing well.
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