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Best strategy for switching SKAGs with EXACT match to STAGS with PHRASE?
15 campaigns running for past few years. Each campaign contains 150 single keyword ad groups (all exact match).
Clicks/conversions have topped out. So we want to move away from SKAGS/Exact and use STAGS/Phrase instead to ‘open up’ the campaigns and attract more search volume.
What would be the best approach for switching over without making a mess of existing performance?
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1 Reply
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Add Phrase in the same as groups, and leave both running. Don’t pause Exact. For consolidation, just move the keywords in the lowest performing ad groups to the best performing ones, and then pause the lowest performing ones.
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Restructure everything in the same campaigns. You can run exact and phrase in the same ad groups for STAG.
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Google claims the automation happens at query level so it doesn’t matter where your keyword lives or where you move it to, Google will retain the query level insights.
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