First of all, let’s understand what is Single Keyword Ad Group, as the name suggest its all about having only one Keyword in each ad group, but other than having just one keyword in whole ad group, it requires some additional measures to be taken, so that we can see full benefits of it. Here are some of its benefits along with important steps that shouldn’t be missed out:
Ad Copies – The most important benefit of using SKAG is that you can make the most relevant ad copies out of your single Keyword. Concentrate more on ad copies, though copy pasted in first step, but find replace the words in ad copies with the keywords of ad groups. First Headline, then Display URL and the Description, make your ad copy as close and relevant as to your keywords. More the CTR of an ad group, lower would be its CPC and hence lower CPA too. Using keywords as Text in ad copies is a major step towards reaping benefits of SKAG without which, it wouldn’t be of any use.
Match Types – Use all three match types, i.e. Broad modified, Exact and Phrase in a single ad group, rather than creating separate ad groups for each match type, club these three match types together in a single ad group. As it would help to keep and maintain account simple. Look for search terms and negatives in ad group/ campaign or account level as per requirement. Using all match types together in a single ad group too is another step that is necessary for keeping SKAG simple as without which it may further dilute your data collection and ad testing too will be difficult to do.
Increase in Performance – As said above more relevant ad copies will lead to increased CTR, improved Quality Scores, better Average Position, better impression share rate, low cost per click and finally low Cost per Acquisition.
Saves your Time – It saves your time you take to add theme keywords as per the ad group, next time when you require to add new keywords, you don’t have to look for ad group which would suit its theme but straightaway add this keyword into whole new Ad group.
Valuable and Costly Keywords – Further in case if your account is full of high cpc keywords, then this could become your life saver too, single keyword Ad groups offer more control over regular themed ad group which has multiple keywords.
This list doesn’t end here, there are other great benefits too, but here we have tried to list few major advantages of using Single Keyword Ad Groups.