SKAGs is a structure technique applied to Google Ads, and it is the acronym of Single Keyword AdGroups. Yes, ad groups with just one keyword.

It’s sound awful for a big account, but lovely for a small one.
Of course, there’s who loves them and who doesn’t.

The theory of SKAGs requires that a keyword must be added in an ad group in its 3 different match types, in this way to assure the highest possible relevance of the ad and landing page with it.

What are SKAGS Pros?

• As mentioned SKAGS improve relevance, and consequently should have a higher quality score
• They can help easily to identify working keywords and not working keywords getting rid of these last ones
• They help to find the optimization focus

What are SKAGS Cons?

• As said an account structure with SKAGS could be pretty complicated to handle and time-consuming
• 95% of the traffic will come from just 5% of the ad groups
• When running a test, you’ll need more time to get enough volume before making a decision

Conclusions

I do believe SKAGs are crucial when the goal is to improve quality score, although will be working with very big accounts so we can’t apply them everywhere. Although I’d like to recommend to create SKAGs for those exact keywords with high conversions in order to increase ROI.