Single Keyword Ad Group: Advanced Guide For 2020

by Danya Ayaz | Mar. 25 2020Guest Writer

Advance guidance for Single Keyword Ad group usage and Advantages

Single Keyword Ad Group is an approach in which users use highly relevant keywords and ad groups to boost Ad quality scores, CTR (Click-through-rates), and earn money through Ads as well. This term also gives a huge advantage, as it works other on display networks (apps, and websites, etc.) and social sites like Twitter, and Facebook, etc. This campaign organizing way also protects the user from draining their time and investment. 

The ad only shows to the smaller audience, but most relevant and exact ones. It’s a little tricky, but if you apply perfect structure, it returns in the long run. This method needs some patience and consistency to make a strong position in the audience’s mind. 

In this article, we will explain to you, how you can use this approach or what you can get out of it in the long run. 

How does Single Keyword Ad Group (SKAGs) work?

It’s a smart way to get leads at less cost. The amazing thing about SKAG (Single keyword ad Group) is that it not only increases CTR but also is perfect for PPC (pay per click) marketers. Let’s look at the creation of a single keyword ad group.

  • Finding Relevant Keywords

Firstly, identify the most relevant keywords which cause the drive of traffic toward your company.

Open Google AdWords and click on keywords. Where you will see the Search Terms button. Click on it and enter your keyword. You will get the search queries which people used to reach the content like yours. In such a way, they lead to your ads and click on them.

  • Keyword Listing

But the question is how you will get to know which keywords are most worthy? Look at keyword impressions and popular keywords. List them out.

Now, look at your selected keywords CTR (cost-through-rates), the kind of traffic they get, and the number of clicks as well. After that, you will be able to filter out high potential keywords.

Whether to restructure previous ads groups or create a new ad group, take any single keyword from your filtered list or previous of any group.

Here, we will find multiple keywords based on this individual keyword. 

  • Creation of Ad Group

Go to “Ad groups” and click on “+Ad Group”. 

Select your campaign (SKAGs). Set your keyword as Ad Group name, so you could easily identify each group’s purpose.

Now, list your targeted keyword with three-match types which are Modified broad, exact, and phrase match. The way of matching is below:

  • Modified broad = +keyword
  • Exact match = [keyword]
  • Phrase match = “keyword”

After that, click on “Continue to ads” where your ad creation work will be started. 

Note: Make sure your ad heading and URL must contain your targeted keyword. Your message should also be relevant and strong.

  • Keyword Variants

Create at least 2 to 5 ad variants for each keyword. It helps when you continuously check your ad CTR (Click-through-rates), so you can stop the low performance showing ad.

Here, you have only created an ad against a single keyword. Similarly, you can create ads around other 10-20 keywords of your list. 

Now, your single keyword ad group will be created. Similarly, you can create more groups as well.

Once you save the changes, you can timely inspect your ad’s performance. It will help you to protect you from loss and enable you to take any action timely.

Advantages of Single Keyword Ad Group

Although, there are many ways to grab traffic with cost-effective strategies. But SKAG (single keyword Ad Group) is the most powerful one, which takes time but gives valuable results in the long term. In this competitive time, no successful business can deny its benefits.

Let’s look at the major advantages of SKAG.

The above equations will show how SKAGs are useful.

  • Increase in Ad relevance = Increase in CTR (click-through-rates)
  • Better the CTR (click-through-rates) = Improvement in QS (Quality Score) 
  • Higher Quality Score = Lower CPC (cost-per-click)
  • Lower the CPC (cost-per-click) = Decrease in CPA (cost-per-acquisition)
  • Lower the CPA (cost-per-acquisition) = More Leads and less money.

Now, we put a close look at this table.

  • CTR (Click-Through-Rates) 

When the user searches the relevant keywords and land to your ads, it increases CTR (click-through-rates). It directly improves your ad PPC (pay-per-click) performance. That’s why the most relevant keyword is most important in terms of getting high CTR.

  • Increased Quality Scores  

QS (Quality scores) is a Google Awards term that indicates how well your ad is performing. It directly depends on leads, keywords, and ad relevance. The high-quality score is most useful as it decreases your CPC (cost-per-click) by increasing your ad efficiency. 

  • Decreased CPA (Cost Per Acquisition) 

CPA (cost per acquisition) is a proper action taken by the customer which your ad required. Such as your ad required to fill the form or land on the page or purchase the product, if the visitor performs the full action, for this you will get charged. So, in the SKAG campaign, you get less and exactly charged as much as the CPC is low. 

  • More Leads and Less Money 

When you get the right and relevant audience, so you don’t charge extra and your money doesn’t get wasted. It’s the best advantage of SKAG. 


In this article, we tell you about SKAG (Single keyword ad Group) importance and usage. This technical and powerful way of advertising has been solving thousands of unsuccessful business issues. It’s a smart way of the advertising business and boosting sales by paying for the exact audience.

It’s the most recommended campaign, as it meets the business requirements

Authored by Danya Ayaz

Guest Writer

Danya Ayaz is a professional Digital Marketer & lead gen Specialist at Digital Gravity a web design agency Dubai. She is passionate about all the latest trends in digital media & marketing and loves to try out new things in life. Her creativity and unique approach reflect her ability to take digital marketing in an all-new direction.


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