SKAG is an acronym for Single Keyword Ad Group. This term is used by Google AdWord professional to reference a Google AdWords account structure strategy. This strategy entails using a single Keyword for each Ad Group and as a result elevates your click-through-rates, quality scores, and most importantly conversion.
Let’s take an example.
If you sell Plumbing Services in Toronto, here’s what the keywords inside one of your SKAGs should look like:
+plumbing +services +toronto
“plumbing services toronto”
[plumbing services toronto]
If you also provide "24 Hour Emergency Plumbing Services in Toronto," which is a longer tail keyword compare do your original SKAG, you would need to extract that search terms and create a new SKAG. This level of “keyword refinement” will help boost your Google AdWords performance.
The new SKAG can be called "24 Hour Emergency Plumbing Services Toronto." Often time you can discover longer tail keywords from your search term report.
No here's the important part!
You’ll want to ensure that the keyword "24 hour emergency" is an ad group level negative keyword to your original “Plumbing Services Toronto” SKAG.
Adding the ad group level negative will ensure that your shorter tail keywords don’t steal away impressions from your longer tail and more specific keywords.
SKAGs (Single Keyword Ad Groups) are actually included as one of the single most importing things to do on our Top 15 Secrets to Google Adwords success blog post.