Question

Hey everyone, I'm studying Google Ads and starting out with a B2B client. What ad structure would you recommend for leads? The industry is printing services and it's focused on local customers. This is what I did: 2 ad groups: One Exact match, 16 keywords 3 expanded text, 1 responsive One Phrase match, 16 keywords 3 expanded text, 1 responsive The thing is, I'm seeing debates whether to use SKAGs or not. Any suggestions for a good structure and keyword usage? Also, I would like to find a mentor/tutor or someone who can guide me if I have doubts. Willing to pay :)

Answer 1

Both are working fine. It also depends on your budget and how big is your audience. If you have a good budget and big audience then I believe you should go with multiple keywords per adgroup. If not then I recommend to go with SKAGs. I also available for some guidance if you need free of charge

Comments

Ok sounds like a plan  

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It’s all about testing so you need to play around

Answer 2

Stop thinking in terms of things like SKAGs, think in terms of TOPICS instead. You need as many ad groups as you have topics that would benefit from different ad copy. Don't be too strict with a new campaign - expand it out into more specific topical ad groups as you go based on the converting data and your search terms (eventually you will have more specific ad groups more tailored ad copy, increasing your CTR and allowing you to increase your conversion rates by creating tailored landing pages also). Don't overthink it and don't be too strict with your grouping initially, just plan it logically. Plan your topics (often your product/service categories), decide what keywords belong to each topic, and write ad copy that matches the topic in each group.  

Comments

There are a lot of factors involved that determine that. If I thought there was enough search volume in each category I probably would separate them (or at least separate the most popular topics), otherwise I would start carefully with modified broad match for the more broad terms and watch the search term report very closely keeping on top of negatives. You are probably going to find some of the longtail searches have very low volume. If there is high volume however then you may even need to break the topics in to separate campaigns down the track to give you budget control.  

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Yes. STAG (singe topic ad groups) ar the new SKAG - in leadgen I go even further and use STC = Single topic campaigns.