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There is an ongoing debate between single keyword ad groups (SKAGs) and modern ad group structures like themed ad groups (Hagakure) and single theme ad groups (STAGs) in Google Ads.
Despite advancements in AI-driven tools like responsive search ads and smart bidding, the SKAGs can be effective due to superior ad relevancy, resulting in a higher Quality Score and lower cost-per-click.
In Why single keyword ad groups still matter in 2024, Search Engine Land contributor Matt Bowen presents his case as to why this seemingly archaic means of account structure is still worth exploring, based on his experience.
Anu Adegbola,
Paid Media Editor
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