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Digital Marketing

Could SKAGS Revolutionise Your PPC Strategy

SKAGS – Your PPC Strategy

The concept of PPC will be familiar to many of you, but the specific SKAGS technique might be unheard of for some of you, and could be the way to revolutionise your PPC strategy. Here’s a breakdown of the SKAGS technique, how it works and what it could do for your business.

SKAGS stands for Single Keyword Ad Groups, meaning you break down your AdWords campaigns into individual ad groups, each dedicated specifically to its own keyword. The concept is simple; you give each keyword its own targeted advert in its own adgroup, allowing each of your keywords the same opportunity to perform.

First of all, we’d like to express that the SKAGS method of PPC strategy might not work for everyone. If you have limited time and want a campaign which is efficient and requires little monitoring, perhaps this style might not be to your taste. However, if you’re looking for the best way to identify which of your keywords perform effectively, to manage your budget to the most minute of details and to improve your quality scores and therefore reduce your Cost Per Click (CPC), then SKAGS might be the answer for you.

The first benefit of the SKAGS technique, is that it will allow you to seamlessly improve your quality score, and consequently reduce your CPC. You will have an individual advert targeted to one specific keyword which lies in its own dedicated advert. You will be able to tailor your landing page specifically to reflect your advert, and offer users a seamless customer journey from search query to the answer they were looking for.

Secondly, SKAGS places each of your keywords on a level playing field, allowing you to immediately identify those which perform better and similarly, those which aren’t performing as well as you’d like. With multiple keywords in the same AdGroup, your budget may not be distributed evenly as certain keywords might be a higher CPC and demanding more budget, yet these aren’t necessarily the keywords which will convert for you. After identifying your better performing keywords, you’ll be able to redistribute your budget to allow those better performing keywords to flourish and bring in more conversions.

If you want to be successful in the world of PPC, then you need to dedicate the time to monitoring your adverts, continuously testing them and adjusting your campaigns to consistently make the most out of your budget. Utilising the SKAGS method for PPC can allow you to monitor your campaigns at an incredibly granular level, focus your budget and identify your best performing keywords quickly, easily and efficiently. Though it may take some time to set up initially, it might just revolutionise your PPC strategy.

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.