• PPC

  Migrating from STAG to SIAG (Single Intent AG): Avoiding Internal Competition?

  Posted by seohelper on May 6, 2021 at 2:10 pm

  Hi all. Long-time lurker, first time poster. 😉

  My previous STAG campaigns relied heavily on BMM match types and frequent tapering, and were performing really well. But I always suspected that I wasn’t doing a great job at managing internal competition.

  With the recent/upcoming updates to the BMM match types, I figured this was a good time to look at overhauling my whole process: use all of the data that I gathered from my BMM campaigns and create new EM IBAG/SIAG (single/search intent ad groups). But I have a couple questions that I am hoping I can get some guidance on:

  First Question: Duplicate keywords within a single campaign. Specifically, do keywords that are of the same match type but in a different order actually compete with one another? For instance:

  EM keywords: floating kitchen shelves, floating shelves kitchen, kitchen floating shelves, kitchen shelves floating

  These are all keywords that triggered in my BMM campaigns and I added to my EM campaign. But are they competing with one another? What should I do about these kinds of keywords in my EM campaign?

  Second Question: now that BMM is going the way of the dodo… what are you doing with your bmm stag/skag campaigns?

  Thanks in advance! -TJ

  Bella_Skapa_Digital replied 2 years, 12 months ago 1 Member · 2 Replies
• 2 Replies

• 

  Bella_Skapa_Digital

  Guest

  May 6, 2021 at 2:42 pm

  Depending on how much volume I can get, I have maintained SKAGS with Phrase and exact. Some of my smaller budgets I do intent groups or SKAGS with pure broad (long-tail) and exact
• 

  Blanketsburg

  Guest

  May 6, 2021 at 6:36 pm

  I will preface by saying that I have always disliked SKAGs, and will be happy to see strategy die a fiery death. It’s inefficient to manage, with minimal performance benefits at best, compared to other strategies.

  To answer your questions:

  * Yes, multiple keywords of the same words but in a different order (especially on exact match) will match to the same search terms. When Google made updates to exact match back in 2018, the order of words only mattered in phrase match keywords. With Google’s recent sunset of mod broad keywords, phrase match has some ability to match to keywords in a different order, now, as well.
  * With mod broad going away, I rely heavily on phrase match with some exact match sprinkled in.

  For my clients, I run single theme ad groups. I guess you could say that they are also single intent ad groups. Let’s say for example my client offers a training platform for sales teams. I will have different campaigns for different solutions offered:

  * Sales Training
  * Sales Enablement
  * Sales Onboarding

  But within those campaigns, I will segment keywords into different ad groups by intent. One ad group would utilize multiple different keywords:

  * “sales training platforms”
  * “sales training solutions”
  * “sales training software”
  * “best sales training platforms”

  If I start to notice that any of the above phrase match keywords is performing well the search term matches via exact match, I would add in the exact match keyword to the same ad group, because it’s the same intent. I’d also stack my bid if using manual bidding or eCPC, such that longer-tail keywords and more-restrictive match types have higher bids.

Log In to Reply