Are Single Keyword Ad Groups (SKAGs) Dead in 2026?
SKAGs (1 keyword per ad group) are largely dead for broad match strategies but remain 'God Mode' for exacting control over Brand and High-Intent terms.
Why This Matters
Google's 'Close Variant' matching has loosened significantly. A SKAG for [red shoes] might now trigger for 'buy crimson sneakers'. However, separating your absolute top-performing keywords into their own ad groups allows you to force specific ad copy that perfectly matches the user's search intent, boosting Quality Score.
How To Implement
1. Identify your 'Superstars': The top 5-10 keywords driving 80% of your revenue.
2. Isolate them: Create a new campaign dedicated to just these exact match terms.
3. Write 'Echo' Copy: Ensure the headline of your ad contains the keyword verbatim.
4. Negative Match: Add these keywords as negatives to your other campaigns so they don't compete.
Pro Tip
Don't build SKAGs for everything. It's a waste of time. Only do it for the top 1% of terms where a slightly higher Quality Score equals thousands in savings.
More Google Ads Management Tips
How to Use Auction Insights to Outsmart Competitors
Monitor Auction Insights weekly to understand competitive dynamics and identify opportunities to take market share.
Why You Should Always Run Brand Search Campaigns
Bid on your own brand terms to protect against competitors, control messaging, and capture high-intent traffic at minimal cost.
How to Allocate Budget Across Campaigns for Maximum ROI
Prioritize budget by campaign efficiency, not channel habit. Use incremental ROAS, not absolute ROAS, to find your best marginal spend.
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