Making account structure tradeoffs

Should you use Single Keyword Ad Groups

or Single Theme Ad Groups?
Keyword Stuffing
Too many dissimilar keywords all in the same ad group.
When this happens you lose control over reporting, what ad is
showing, and how much you’re paying for search terms.
Keyword Stuffing Structure

Campaign

Ad Group

Keyword Keyword Keyword Keyword

Keyword Keyword Keyword Keyword

 Keyword Stuffing Example
Keyword Ad Group Searches Clicks Conversions

a hotels in ventura hotels 300 10 2

ventura beach
b hotels
hotels 50 5 0

c hotels hotels 5000 100 10

d la hotels hotels 1000 50 8

cheap hotels
e hotels 200 30 0
near me
Single Keyword Ad Groups (SKAGs)
Each keyword in your account has its own unique ad group. This
ensures the keyword you’re bidding on, and the ad you’ve chosen,
matches the search terms you’re paying for.
SKAGs Structure

Campaign

Ad Group Ad Group Ad Group Ad Group

Keyword Keyword Keyword Keyword

 SKAGs Example
Keyword Ad Group Searches Clicks Conversions

a hotels in ventura hotels in ventura 300 10 2

ventura beach ventura beach

b hotels hotels
50 5 0

c hotels hotels 5000 100 10

d la hotels la hotels 1000 50 8

cheap hotels cheap hotels

e 200 30 0
near me near me
Benefits of SKAGs
• Show a unique ad for every single keyword

• Show the right landing page for every search

• More control over negative keyword matching

• Less cross-matching of search terms

Issues with SKAGs
• More difficult to build and maintain campaigns

• Sparse data for each individual ad group

• Increased account complexity requiring bulk changes

• Too many low volume keywords

Single Theme Ad Groups (STAGs)
Similar themed keyword are joined in the same ad group.
This allows you to avoid issues with sparse data and saves time in
building, reporting on and maintaining campaigns.
STAGs Structure

Campaign

Ad Group Ad Group

Keyword Keyword Keyword Keyword

 STAGs Example
Keyword Ad Group Searches Clicks Conversions

a hotels in ventura ventura 300 10 2

ventura beach
b hotels
ventura 50 5 0

c hotels hotels 5000 100 10

d la hotels la hotels 1000 50 8

cheap hotels
e hotels near me 200 30 0
near me
When to use SKAGs or STAGs

Low Spend (<$100/m) High Spend (>$1k/m)

Low Conversion (1-2/m) Keyword Stuffing Use STAGs

High Conversion
Use STAGs Try SKAGs
(>30/m)