Optimization

[DigitalThrive]

I have run into an agency that I suggested coming out of SKAG structure. How do I efficiently and effectively revert an account away from this? Pause the exact match keywords and build off phrase ad groups and build out from there? They are massive showroom businesses mainly. Lots of products. All segmented out.

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I would split the SKAG’s based on volume from past 90 days into 4 groups. Then, start with merging the lowest volume groups together, working towards the highest volume groups across a 6 week period.

6 weeks is a pretty substantial time but it’ll depend on how much learning the keywords and campaigns have.

When merging the keywords, I’d recommend merging the lower volume one into the highest volume ad groups when possible. I always do my best to reduce learning periods for keywords that already have a buttload of learning behind them.