New strategy – The bid strategy was recently created or reactivated

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Let’s take the example of someone searching for a plumber; they may use keywords that indicate they are looking for someone local. Now, all the keywords related to this intent would be grouped together. You have someone else searching for a plumber who is affordable; the keywords related to affordability go into a different intent group. You may have another one for certification, etc. The ad that they see therefore depends on the search intent rather than the actual keywords they chinese overseas australia data are using.

For small to medium budgets, the best place to start is with SIAGs only, including one specifically for brand keywords. Over time, you can compliment these with SKAGs, but only when the criteria are met. Hagakure would be excluded from the mix as it requires such a high search volume which is probably not going to be met for small and medium ad budgets.

Here’s an example of a typical account for an accountant advertising for tax prep. You have one SIAG campaign for brand only, another SIAG for general tax prep and then a SKAG campaign for the high performers.


Once you have this set up, if you identify SIAGs with >3000 impressions a week you can add Hagakure. Keep the high volume ones as SIAGs and combine the remainder into DSAs. For example, you may find that the intent for ‘personal’ meets the criteria but ‘business’ doesn’t. You would keep ‘personal’ as its own ad group and put ‘business’ into a DSA. Make sure you test this before you shut down the SIAG though.

The kind of changes that might throw you into learning mode are as follows:

Settings change – A setting for the bid strategy was changed
Conversion action settings – You’ve added or removed a conversion action related to one of your bid strategies, changed the “Include in Conversions” setting, or changed your conversions “Count” setting