For success in 2019 what’s most important for search strategists is to build an account structure that maximizes the performance available on ppc platforms.

Beyond Themed Ad Groups

Platforms recommend themed ad group structures for beginners to use and maximize the capabilities of the platforms. While themed ad groups can be a good starting point Climb does not recommend themed ad groups for clients wanting to achieve performance from their search campaigns.

To capitalize on performance Climb recommends moving beyond themed ad groups and into a blended account structure of single keyword ad groups and single search term ad groups.

Single Keyword Ad Groups

Single keyword ad groups, or SKAGs for short, are ad groups which contain on root keyword and typically has three match types and bid stacking. We here at Climb have a different take on single keyword ad groups. We believe that single keyword ad groups should contain only broad mod match type to reduce bid inflation.

Single Search Term Ad Groups

Single search term ad groups maximize the performance of the search terms that mean the most to your business by having one exact match keyword. The keyword should be from your campaigns top performing search terms which lends to the name of single search term ad group.

Blended Structure for Success

To maximize performance in accounts in 2019 will necessitate a blended model of both “climb-style” single keyword ad groups and single search term ad groups. This provides your campaigns with a focused-growth mindset which maximizes roi from top performing search terms while still generating data to continually optimize campaigns.