Which Strategy Fits Your Campaign?

One of the issues we see is that sometimes users don’t think about how Google uses the data that they put into it. There are two key reasons why you need to rethink your strategy:

• Smart bidding – This new feature of Google Ads really benefits from having better data to work with. This means moving away chinese thailand data from a siloed data approach into an aggregated data approach.
• Intent Matching – Since Google has introduced intent matching, it’s much harder to use keywords in a predictable way. This means introducing SIAGs to your bid strategy.

We are going to look at the three different types of search campaign structures and how they are used. Then we will look at how you can combine them for even better results.

SKAG (Single Keyword Ad Groups)

A Single Keyword Ad Group is one keyword per ad group, often with multiple match types. These are used to give you a lot of control to target Which Strategy Fits users who search for specific terms.

Here is an example of a SKAG-based campaign structure. You can see how the ad copy is tailored to a specific keyword group.

You might be wondering if, in a world of smart bidding and intent matching, SKAGs still have a role to play in your Google Ads strategy. If you are using Smart Bidding then the answer is no. Because intent matching uses loose matching and does not allow you to specify the keywords, the efficiency of your strategy is reduced and your CTR is eroded. However, there are other scenarios in which SKAGs are still useful.

When to use SKAGs

• High-volume search terms (high impressions and high conversions) – When there is enough volume, you are able to feed useful data into the machine to make this strategy effective.
• Exact match only – When you start using phrase match, you are getting closer to intent matching, and that is not what you are using this strategy for.
• Sculpt traffic – You must be able to sculpt traffic away from your keyword (pure SKAG) in order to get maximum effectiveness from this strategy.

How to build SKAGs

1. Create a separate campaign for your SKAGs so you can increase the budget for them. Follow these steps in Google Ads editor:
   1. Copy/paste the parent campaign
   2. Remove the ad groups
   3. Change the bid strategy to manual
   4. Upload back to Google
2. Look at your search terms report and sort by conversions (you might need a pivot table for this) to find the highest converting search terms with a lot of impressions.

3. Pick only the very best search terms (>=2% of total conversions and 500 impressions per week).
4. Create one ad group in your SKAG campaign for each of the search terms you want to target.

5. Add as EXACT match only and add two what are doogle ads campaigns and what are they used for in a company? RSAs (you can build ETAs but they are being removed soon so you should bear this in mind)

6. Add an exact match negative keyword to the old campaign where you originally pulled the keywords from. This makes sure they are pushed out of that campaign (traffic sculpting).

Pause the old exact match keyword (if you had one)

7. Set a budget rule. First you Which Strategy Fits will need to find the highest expected daily spend of your campaign. You can do this by going to your search terms reports, putting in the time period and the search term and finding the egypt data peak. Do this for each of the key words then add them together and multiply by three. This gives you the budget you would set for your campaign.

9. Bids are often manual (set very high to capture the number of impressions), depending on CPC vs performance. For each search term, find the maximum average CPC from the search terms reports and multiply each one by 3 to get to your bid.

Something else that can often be misunderstood is the difference between ‘selling’ and ‘sharing’ of data. According to CCPA, the selling of