STAGs (Structure Tags) and SKAGs (Super Keyword Account Group) are elements in Digital Marketing that are used to sort and organize ad accounts. STAG makes it easier to breakdown complex Google Ads accounts by categorizing them in the hierarchy. Keywords are grouped within STAGs and ad groups are created from those. SKAGs, on the other hand, are combinations of keywords into smaller groups to target specific audience segments or achieve more specific goals. By using these structures you can efficiently manage your campaigns and optimize performance.
To ensure optimal performance with machine learning bidding, it is advisable to adopt a Single Themed Ad Group (STAG) structure instead of an overly complex SKAG setup. With STAGs, you can still maintain a level of granularity and relevance while reducing the potential fragmentation of conversion data.24-Mar-2018