Why SKAGs Are Out and Broad Match Is In

Ah, SKAGs—the darling of Google Ads strategists back in the day.

For those who may be wondering, “SKAG” stands for Single Keyword Ad Group, an approach that was once the gold standard in PPC for creating ultra-focused ad groups to match specific keywords precisely. And yes, in 2015, that was a total vibe.

Here's why SKAGs are no longer relevant and why broad match is, quite frankly, your new best friend:

Google’s Algorithms Have Evolved

When SKAGs were in their prime, Google's algorithm wasn’t exactly known for its nuance. SKAGs worked because they helped control Google’s less-than-stellar ability to match ads accurately. Today, Google’s AI has become incredibly sophisticated, and broad match leverages that intelligence. With broad match, Google can now predict user intent better than we could even dream of back in the day.

Example: With broad match, if someone searches for "best dog trainers near me" Google will serve up ads that align with that query, even if your keyword is “dog training.” SKAGs would have required multiple ad groups, each with tightly controlled keywords, and countless hours of maintenance to get similar results.

Broad Match Drives Better Reach

SKAGs were great for control freaks—and hey, I get it—I still manage Google accounts. But managing SKAGs is time-consuming and exhausting. Broad match lets us take a step back and let Google do some of the heavy lifting.

With broad match, you can cast a wider net and reach audiences you’d likely miss in a SKAG structure. Plus, broad match gets smarter over time, learning which search terms convert for your business.

And did I mention the time you save? Imagine all the reporting and account tweaks you could be doing instead of manually adding 50 variations of “best makeup brushes” to your campaign.

It’s All About Efficiency

Let’s get real, SKAGs aren’t just labor-intensive—they’re also expensive. With all the hours spent organizing, maintaining, and refining thousands of single-keyword ad groups, the ROI is questionable at best in 2024.

Broad match campaigns with the right Smart Bidding strategy save time and allow us to reallocate energy to where it actually makes a difference, like ad creative, landing page optimization, and scaling.

RIP SKAGs—It’s Time to Let Go

Look, I loved SKAGs. They had their moment in the sun. But at this point, it’s just not the move. Broad match isn’t just here to stay; it’s paving the way for smarter, more efficient, and more revenue-generating campaigns.

So, to all my fellow paid search managers: embrace broad match, lean on Smart Bidding, and enjoy the extra time it brings back to your life.

If there’s one thing we know about PPC in 2024, it’s to work smarter and be as sophisticated in our approach as possible.

Holiday Ad Creative Picks -

Angellyne says, “Use creative to target your customer.”

These ads have two wildly different styles but are both very effective at one thing—targeting their ideal customer.

The Woobles ad follows best practices for a holiday static: seasonal elements, a holiday-themed product, bold and bright colors, and, most importantly, a clear message on WHO this ad is for.

During the holiday season, customers’ shopping behavior changes: instead of shopping just for themselves, they’re also looking for gifts for friends and loved ones.

Ads that make it clear who to buy this for will win. This ad also uses a feature-pointer format to highlight social proof (500,000+ taught and 8,000 5-star reviews) and a top selling point: Woobles crochet kits require zero experience.

On the other hand, we’ve got the HexClad ad—a little less graphically pleasing. It’s louder in its messaging, but I think it still does a good job of honing in on who they want to target with this ad: not the home chef, but the home chef’s partner, loved one, or friend.

The ad hook is a one-two punch of the best hooks around:

• A bold, declarative “THIS” statement (Bonus: it’s by celebrity chef Gordon Ramsay. Bonus, bonus: there’s censored profanity).

• A video reaction of a skeptic ready to test it.

People love a negative hook—I’m not sure what that says about society, but it’s true. Even though we all know the end result usually proves the statement, the skeptical reaction and the messaging around gifting make this ad perfect for someone shopping for their favorite home chef. I also enjoy how the ad plays up HexClad/Ramsay’s feature claims and follows up with an IRL demo.

We know product video demos in a UGC-style ad are excellent for reaching cold audiences, and this is a strong example with holiday gifting targeting at the top.

Holiday Ad Creative Picks -

Loren says, “Be super clear and direct”:

I love this Gymshark ad because it’s refreshingly direct. The bold “UP TO 70% OFF EVERYTHING” grabs your attention immediately—no fluff, just the facts.

During the holiday season, consumers are bombarded with ads, so it’s important not only to promote a sale but to showcase your products effectively. Gymshark does this by featuring models in their gymwear, bringing the products to life.

Strong holiday ads emphasize both discounts and product features. By putting the products front and center, you draw in potential customers and make your offerings irresistible!

Holiday Ad Creative Picks -

Marie says, “Connect creative to your brand values”:

When it comes to holiday sales advertisements, simplicity paired with creativity often delivers the most impact.

IKEA’s clever “Lack Friday” campaign is a great example. By dropping the “B” from “Black Friday,” IKEA gives a witty nod to their popular “Lack” side table, which has been a mainstay in their product lineup due to its affordability and minimalist design.

This approach not only highlights their products but subtly reinforces IKEA’s ethos of low prices every day, not just on Black Friday.

In another playful twist, IKEA ran a “Bag Friday” ad, using their iconic blue “Frakta” bag as the star. This pun emphasizes the bag’s versatility and affordability, which has become symbolic of the IKEA shopping experience.

By weaving in well-known products like the “Lack” table and “Frakta” bag, IKEA engages its audience with humor and reinforces its brand identity through simple yet effective messaging.

Joke of the Week:

What’s a ghost’s favorite dessert?

I scream.