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Single Keyword Ad Groups (SKAGs) and Thoughts on Smart Shopping Campaigns

David Szetela welcomes back Kirk Williams, the owner of ZATO, his Paid Search PPC micro-agency of experts.
Kirk shares his thoughts on Single Keyword Ad Groups (SKAGs), which is an ad group that targets variations of a single keyword rather than following the AdWords setup guide and having 20 keywords in your ad group.
They also talk about shopping campaigns and running Shopping Ads for clients and how Kirk has been wondering lately about whether you should use Smart Shopping campaigns.
Kirk wrote recently, “Does it always negatively impact positioning? Surely not, but it’s certainly a part of the conversation that needs to take place. Unfortunately, Google removed our ability to have that conversation when they removed our ability to make any adjustments around ad placements in Smart Shopping.
Just so I’m clear here, it’s not just that you can’t add negative keywords, or select/remove Channels right now in Smart Shopping (you can’t do either of those).

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