Question

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

Answer 1

IBAGs - intent based ad groups

Comments

@damning Can you elaborate on that? Also, what are STAGs? Most of my campaigns are loosely based on SKAGs with a few close variations to the base keyword added. I use BMM to harvest and see if I can isolate phrase or exact AGs.  

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@discontent iBAGs is just a funny term I've been throwing around recently. It stands for Intent Based Ad Groups The idea is like STAGs (single topic ad groups) but I reworded it to place an emphasis on search intent. You should not be grouping keywords in adgroups based on topics. This is missing the point. The point of an ad group is to create a specific ad for a specific search intent. Thus, I say "iBAGs" to remind myself and others that the purpose of separate ad groups is based on intent, not on topic. The difference between the two is nuanced, but I believe it is very important

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Basically just always ask "what are they looking for? " "what does this search term tell me about their desires? "

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"affordable plumber" is different than "certified plumber" they are both under the topic "plumber" but the intent is different. one person is more concerned with price one is more concerned with reliability/certification tell them what they want to hear and provide what they want

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@damning that's still a skag isnt it. And if you letting each skag take its own path with unique ad copy anyway, it would turn into a so called stag. @patrick bakker has right for me. Well to be honest, my data has it right for me.  

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Best answer to that question I've heard for years!  

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@damning I agree with you about the intent ad group. Best description I have ever heard  

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Yeah I'm still trying to figure it out. And you still have to use judgment and ask questions like "How different do these two intents have to be to create seperate ad groups? " Otherwise you can get really OCD/counterproductive really quickly I still don't really have a procedure. I just "eyeball" it. It's more intuitive. Like. "toilet repair" and "water heater repair" are different - that's obvious But what about "toilet service" or something? Do I put that with repair? So yeah, still figuring it all out.  

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IBAG is now my favorite day of the week

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Vincent  

Answer 2

I know SKAGs but what are STAGs ? Can someone enlighten me please  

Comments

@saideman Single Term Ad Groups

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@saideman single topic

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I see  but isnt that how ad groups normally should be ?  

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@latvian Single themed ad groups. One theme per ad group to improve quality score.  

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@saideman yes it is. Some people love to throw away fancy abbreviations that's all

Answer 3

Bloody abbreviations.