Skags vs stags

Hi guys,

I'm currently running a PPC campaign for two taxis companies.
One I've just added broad keywords (company A) and the other I have tried to implement skag (company B)

Company A is performing much better in terms of conversion, clicks and CPC than company B although company B's CPC has decreased a little since implementation of skags (did have the same style as company A).

Company A has half the budget. I feel like it's due to the target location of company A's ads and also the search keyword (many search terms have been for the company name itself which is low CPC).

I am creating a new campaign for company B for airport taxis. What method would be the best to implement? Is there anyone who can help me optimise the campaign of company B to help it perform better?

I am using call ads only for both companies.

SKAGs are pointless these days. Check the search term report and you will see that your ads are showing for tons of different keywords. Sometimes it barely replated even if you use exact match.

Try BBM instead of SKAG and compare with your broad match then.

_Gray said:

SKAGs are pointless these days. Check the search term report and you will see that your ads are showing for tons of different keywords. Sometimes it barely replated even if you use exact match.

Try BBM instead of SKAG and compare with your broad match then.

Click to expand...

Not heard of bbm before, could you elaborate a little? Thanks!

Broad Match Modified. You create it by adding a plus (+) before each keyword. It's more focused than broad, but less than exact.

Example:
+buy +apply +pie

This keyword will let your ads appear on any search term that has the combination of all three words (or synonyms). The words can appear in any order and with other words before/after/in the middle of your keyword.

_Gray said:

Broad Match Modified. You create it by adding a plus (+) before each keyword. It's more focused than broad, but less than exact.

Example:
+buy +apply +pie

This keyword will let your ads appear on any search term that has the combination of all three words (or synonyms). The words can appear in any order and with other words before/after/in the middle of your keyword.

Click to expand...

How about structures such as STAGS or Intent based? Have you tried any of them?

Shabzy said:

How about structures such as STAGS or Intent based? Have you tried any of them?

Click to expand...

STAG works great with BMM. Just add a bunch of related keywords to one ad group and you're done.

Not sure what you mean by intent based. Are you talking about identifying user intent through the keyword they use?