What Are Single Keyword Ad Groups (SKAGs) in PPC Marketing?

Find out how Single Keyword Ad Groups (SKAGs) Can Transform Your PPC Campaigns.

What Are Single Keyword Ad Groups (SKAGs) in PPC Marketing

Single Keyword Ad Groups, otherwise known as SKAGs, is an approach to pay-per-click marketing that claims to make your ads more relevant to your target keywords, increase click-through-rates and bring down the average cost-per-click in your campaigns.

The Single Keyword Ad Group (SKAG) strategy aims to:

  • Increase click-through rates.
  • Lower average cost-per-clicks.
  • Reduce wasted ad spend.
  • Better focus and optimise search campaigns.

Some people swear they are the best thing to happen to their business and paid campaigns, others think they are better off left as a nice idea.

In any case you should at least test a SKAG campaign to find out if they can help you maximise your valuable ad budget. Testing new theories, strategies and ideas is a habit that will serve you well throughout your PPC career.

SKAG Pros & Cons


  • Better target keywords.
  • Customise ad copy to the keyword being targeted.
  • Higher ad scores.
  • Lower cost-per-clicks (due to higher ad scores and increased click-through-rate).
  • Minimise wasted ad spend.


  • The focus is on the target keywords rather than the intent behind that keyword (and similar ones).
  • Can result in too narrow targeting settings for your ads to be triggered.
  • “Exact match targeting” doesn’t actually always mean exact match – there is room for Google’s algorithm to gauge if searches outside your “exact” keyword should trigger your ads.
  • SKAG strategies will be more time intensive that standard ones, particularly for those with larger budgets and multiple campaigns.

Written by Kyle Garcia

Hi, I'm Kyle.

For the last 9 years I have been studying, researching and perfecting everything marketing related.

I specialise in SEO, and also have a lot of experience in PPC, digital PR and content marketing. At times I dabble in web development and design, but find it is usually best I leave this stuff to the real experts.

Over the years I have been fortunate enough to work closely with many household name brands, helping them see growth in the millions of $, and also managed to create and grow my own Amazon affiliate site before it was acquired in early 2022.

Now I'm sharing my learnings with the readers of this site.

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