Single Keyword Ad Groups (SKAGS)
When setting up a Google Ads account most people will wonder what’s the best way to build the foundation. Most people will want to group together a batch of common-themed keywords into multiple ad groups.
Makes sense — why wouldn’t you keep all the similar keywords under the same umbrella?
However, what might seem like an initial good idea can actually be more detrimental to the performance of the overall account. This can cause what we call the Iceberg Effect. This refers to the discrepancy you see from the surface of your Google Ad’s account when compared to under the surface.
In simplest terms, the ratio of controlled keywords and uncontrolled search terms is too big.
Single Keyword Ad Groups (SKAGs) can help you gain more control of the very aspect that we can’t control...search terms.
If you're wondering how the CTR increased so dramatically with SKAGs, don't fret. We'll explain.
How it Works
SKAGs are setup exactly how they sound: one keyword per ad group. Designating one keyword for one ad group can help make sure that the keywords you’re paying for are only triggering for relevant search terms.
Grouping keywords under one large ad group umbrella will bring traffic in from so many various search terms that it will be very difficult to create relevant ads, let alone identify the converting search terms that are actually generating you revenue.
The aspect of message matching is compromised when you don’t have dedicated ads. The messaging of the ad can’t be directed at one specific search intent when you can’t figure out what search term brought the conversion.
With more control of keywords and search terms, you can tailor ad copy to have a more 1:1 ratio, also helping increase quality score.
With a more relevant ad, click through rates are likely to increase as a result of ad copy that matches visitor’s search terms.
Overall, SKAGs help you gain control while adding granularity to your campaign structure and hyper-relevance to your ads.
Google Seller Ratings
While we’re on the topic of ads, another tactic worth mentioning is the addition of Google Seller Rating extensions. These extensions showcase a business’s highest ratings in Google’s Search Network ads as well as Google Shopping ads.
You'll see the star rating under the URL of the ad.
Google gathers these ratings from reputable sources that bundle together business reviews and showcases them on an ad.
Keep in mind, however, that your business has to have at least 100 verified site reviews per country from the past year with a composite rating of at least a 3.5 in order to showcase this extension. So if you’re a mom-and-pop shop looking to boost online traffic with these reviews, you’ll have to wait.
Although CTR decreased 4.45%, what matters is the conversion rate and the CPA.
Don't worry, we'll explain how this contributes to an increase in revenue.
How it Works
These ratings offer social proof that, to visitors, help build trust, and show a higher level of expertise. Knowing that others are rating a reputable service or product highly can only bring about positive opinions; even before converting.
Making an impression on a viewers takes only a couple seconds, so gaining this trust immediately can be a make it or break it kind of moment.
What you’ll also find is that these converters are usually of a higher quality. Because they’ve been influenced by the ad’s seller extension, they’ve already been semi-convinced in following through to the wanted conversion action.
The Breadcrumb Technique
This CRO technique involves having multi-step form pages to obtain a conversion action on a landing page. There’s a common misconception that a one-step form is favorable amongst visitors because of the simple one-time form fill-out process.
In reality, it’s quite the opposite. One-step form pages tend to deter people away as they come off very upfront about wanting specific personal information.
Instead of taking the aggressive one-step approach, The Breadcrumb Technique allows for trust to be formed with less forward questions being asked first. These questions will nudge visitors down the decisions making process until the desired conversion is made.
Here are two separate examples of increased conversion rates as a result of the added CRO test.
ZipLending ran a test where they implemented The Breadcrumb Technique with a two-step form.
This obtained 35 more conversions in a three-month span than they obtained in the previous three months.
Here’s a second example.
Advanced Grassed also implemented The Breadcrumb Technique which contributed to a 214% increase in conversions.
How It Works
As mentioned before, the one-step page can be seen as pretty aggressive to a first time visitor. You can even say that it comes off as straight “salesy.”
Just imagine you’re shopping to purchase a brand new car and a car salesman opens up his greeting with, “So you ready to purchase?” You’d most likely pass up on making a purchase from a such a forward question. Trust hasn’t been established.
The same thing goes for the landing page conversion process.
In order to gain that trust, we refer to something called the yes ladder where small requests will increase your chances of getting a ‘yes’ to a bigger request later on. Qualifying questions help visitors feel as if they’re getting a customized solution to their needs. So the added questions help in obtaining that end conversion action.
User psychology also plays a role in The Breadcrumb Technique. Once someone makes a choice or decision to take an action, they ’ll continue down the path that validated their original choice. In other words. they’ll most likely follow through to the end.
As Johnathan Dane, founder and CEO of KlientBoost says:
“Once we’ve made a choice, we will encounter personal and interpersonal pressures to behave consistently with that commitment.”
The Goldpan Technique
When it comes to Google Shopping Ads the problem always lies in trying to funnel the most relevant search queries to match your e-Com products. Irrelevant search queries decrease the likelihood that you’ll get a sale. The Gold Pan Technique makes it easier for you to distinguish the best intent searches meant for your products thus increasing your ROAS.
A KlientBoost client was able to increase conversions 360%, obtaining an 80% higher ROAS.
How It Works
Because you’re segmenting traffic into three different categories: generic, branded, and product-specific searches. This adds the aspect of granularity and control for shopping campaigns just as SKAGs does for search network campaigns.
With ad groups that also match the campaign group structure, you should consistently see positive results.
This allows you to create sales funnel based around good quality high intent searches that are most likely to convert.
These four tactics can help boost your business’s revenue to new heights. You may want to keep in mind that each method holds up differently within each industry. Nothing a little testing can’t figure out.
What you can count on is the fact that these tactics can help build a steady foundation for you to be able to optimize on for the rest of your digital marketing efforts.
SKAGs and The Goldpan Technique help establish structure and relevance while The Breadcrumb Technique and Google seller ratings help institute trust with viewers and visitors. All of which can only benefit your overall Google Ads performance and ultimate profits.
Find out how Trustpilot could help you boost revenue too, download a free copy of our Complete Guide to Reviews below.
About the Author
Johnathan Dane is the Founder and CEO of KlientBoost, a PPC agency focusing on CRO and aggressive testing to boost ROI for its clients. If you liked what you read in this post feel free to get a proposal to learn more.