In the meantime, a new strategy has arisen, Single Theme Ad Groups (STAGs) which may be better suited to take advantage of close variants. Regardless of what side of the debate you fall on, one strategy that has been affected by Google's close variants changes has been Single Keyword Ad Groups (SKAGs). The fact that the click doesn't necessarily lead to a conversion for you, or is low-quality traffic, isn't what they have to deal with. Others argue that this is Google's way of wresting control from account managers and keeping things deliberately confusing and vague.Īfter all, it is in Google's interest to have your ad shown on as many search terms as possible, since they make their money when people click. They also say that marketers shouldn't need to manage huge lists of keywords that encompass every single syllable under the sun just to be able to run a campaign. Google says this change is necessary because the ways people search are constantly changing and marketers miss out on relevant traffic. This has made it much harder to know whether the keywords your bidding on will actually match with the search queries your ads are shown for. One particular change Google has implemented recently is extending 'close variants' to exact match, phrase match and broad match modifier keywords. Some strategies prove the test of time, others get phased out. Google Ads is constantly changing, and that means that the strategies PPC marketers use to organize their campaigns need to change as well. The What, Why and How of Single Theme Ad Groups (STAGs)
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