Question

What do you prefer?  SKAGs or STAGs?What do you prefer? SKAGs or STAGs?  

Answer 1

Skags is oudated because google exact match are no more exact anymore at 100%

Comments

@susannsusanna true. But I still get good results . But I use stags 80% of the times

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@rubel 100% agree with you

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What is STAG?  

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@susannsusanna false. Exact match with a single keyword ad group can achieve close to 98% of impressions for the exact keyword intended.  

Answer 2

Stag? Single term ad groups?  

Comments

I do cascading bidding style

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@disoperation Single Topic AGs

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@damning Thanks for clarifying!  

Answer 3

I'm a skagger that's finally trying STAGs after trying to resist so long. There's almost no difference in match types anymore. STAG appears to be the future.  

Comments

What are the results of you test? Impact on QS, Ad relevancy, Expected CTR?  

Answer 4

STAGS all the way for most of the account unless you have one very specific term that you have to break out. In which case, you'll need a lot of ad group sculpting.  

Answer 5

I'm using skags for window cleaning and it's working great. I never heard of stags. I don't see the difference.  

Answer 6

Goal of SKAGs is to have your headline 1 matching as close as possible the keyword for higher CTR, ad relevance, expected CTR, positive impact on QS, .  For those who tested STAGs against SKAGS, have you seen as good CTR, ad relevance, expected CTR, QS since your headline 1 won't match the keyword (Even if it's topic related)?  Exact Match are not exact anymore, fair enough. But the close variant are mostly misspellings/plurals.  

Comments

SKAG haters just don't know how to use them properly.  

Answer 7

One or the other is not correct really, it depends on the keyword and campaign in question.  

Answer 8

STAG = Single Theme Ad Group: Group the keywords with respect to theme/relevancy and ad in one group not more than 5-20 this is normal practice. SKAG = Single Keyword Ad Group: Normally move those keywords in SKAG model that shows have potential from leads to conversion

Answer 9

It's situation dependent. It some cases it may be beneficial to group a number of related lower volume terms together, to allow you to get a larger sample of performance data for the ads. In another situation you may have a high volume keyword that could benefit from adjustment to the ads and/or landing page to improve QS or conversion rates. SKAGs can also be quicker to set up for new campaigns. I've actually created a video showing a quick process for SKAGs that some people may find useful:  
https://youtu.be/BKVlNkMZmbc