SKAGs AdGroups with all Matchtypes?

Question

Hi Community, Google as so many others recommend to have Keywords with all three Matchtypes in one SKAG. Which then is not a SKAG anymore because it attracts so many broad searches. 
AdGroup Example:
[hotel discount]
"hotel discount"
+hotel +discount
What would the the advantage of this? 
I could see a way of structurig campaigns like this, but only if I create real SKAG´s (only Exact Match for Keyword) on the same campaign for my top 20% Terms, excluding them from the "three matchtypes" SKAG´s where they originally first landed. 
Any thoughts on this? Thanks in advance!

Maczkó István · Accepted Answer

Hi Max Marutzko
 
SKAG is not recommended practice esp. if you are using smart bidding and/or responsive search ads, as they limit Google Ads Machine Learning possibilities.
 
The only case SKAG could work if you are using shopping ads or dynamic ads, and SKAG is for categories (where keywrids are categoroy names) and you are using exact match keywords.
 
Regards,
Istv&aacute;n

Shanee Kirk · Accepted Answer

Watch your search term reports and add negative keywords.  It should not be a problem if you are in the account managing it on a daily basis.

Celebird · Accepted Answer

the answer mainly depends on the business-goals and marketing-objectives.
 
for example, if the marketing-objective is to attract broad, raw, traffic --
such as with a new brand-awareness strategy -- with possibly little chance
of conversions, then using fewer exact-match-words, or mixing match-types,
are tactics that may work to achieve those goals.
 
otherwise, use a group of about 10 or so exact-match-keyword phrases, that
together, form a single theme and clearly conveys one, single, message, with
two or so ads, with the same similar meaning and intent, so that the machine
may begin to understand the exact intent of the campaign.
e.g.
[hotel discount for last minute hotel deals]
[hotel discount on everyday room rates]
[hotel near me with cheap weekly rates]
[hotel discount on weekend room rates]
[hotel discount on weekend stays]
[hotels that offer aaa discounts]
 
there should be a single, clear, unbroken chain, of relevance and intent,
from the set of keywords, to the ad-text, to the ad-specific landing-page.
 
generally, using a single-keyword-ad-group is no longer recommended.

Maczkó István · Accepted Answer

Hi Max Marutzko
Even at Broad Match, Phrase keywords try to be as specific as you can.
Try to use some of the most important features (material, color, size etc.) or any other ting that differentiate your service/product from others. (like wooden kitchen tables)
For broader meaning keywords, phrases use remarketing list for search ads (like kitchen tables, using the prev. example)
Group the related keywords into one group.
Pay attention to the "Recommendation" part of your account. Consider those recommendations, dismiss what you do not need, and apply others (like you do not need to use both singular and plural words, enough to use only one version)
As Moshe wrote, if BMM brings not so valuable traffix, then do no use BMM
Regards,
István

MosheTLV · Accepted Answer

As mentioned  SKAG is not a recommended practice. The common theme created by the keywords plays a role in calculating the ad quality (the real-time QS, calculated during the auction time) .
If this was not the case Google would let you create an endless list of keywords...There is a reason to structure keywords in ad-groups each with a coherent common theme.
Have 10-30keywords in an ad group with a minimum of 3 ads;
If BMM brings  residual traffic and budget is limited - don't use BMM