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Single Keyword Ad Groups
If you could pinpoint the month/year when SKAG’s stopped working, when would that be? What was the exact Google change that lead to this?
I’m looking through our timeline the last 3 years to push the team towards MKAG. I already understand the benefit, but I’m trying to see if our decline correlates with changes to Google Ads.
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1 Reply
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You might start looking around the time that close match variance start being pushed. Just a hunch on this one but that feels like the rough timeline.
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I believe you’re referring to STAGS (single themed ad groups) as MKAG (I guess multi-keyword ad groups) isn’t a name we use in the industry.
To answer your original question there wasn’t a specific date in time where SKAGS stopped working. In fact, they still work to some degree, they are simply far less effective than they used to be.
Google has made a number of changes that have impacted the strategy, for example:
1. Several changes to keyword match types making them broader with each change
2. Replacing ETAs with RSAs, allowing the scope of keywords to expand in a single ad group
3. Improving automated bidding performance substantially, with much better support for broad match keywords
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