Single keyword ad groups

In this Google Ads structure you have 2 campaigns with the same keywords but with different match types – usually exact match (EM) and broad match modified (BMM). 

The EM campaign is the core campaign and the BMM campaign is used to capture additional search terms that are then moved to the EM campaign as SKAG.

The combination of SKAGs and Alpha/Beta structure is the most common campaign structure.

PROs 

• Better CTR by tailoring ad copies to the keyword 
• Better Ad relevance by tailoring ad copies to the keyword 
• Tailoring landing pages to the keyword which improves conversion rates and quality score.
• Better quality score and the effects of it – lower cost per conversion and cost per click as well as better ad rank to name a few.
• Great control over the traffic that is bought in the Exact Match campaign
• Easy cross-campaign negative search term exclusions

CONs 

• Potential to overdo it and end up with thousands of SKAGs which are very hard to maintain.
• Data is too scattered which makes it hard to optimize each ad group
• Close match variants make it hard to control the traffic
• For best control, you might need to do cross-ad group negatives. This will make the campaign even more complex and harder to maintain 
• Very time consuming