Pause the old exact match keyword (if you had one)

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Set a budget rule. First you will need to find the highest expected daily spend of your campaign. You can do this by going to your search terms reports, putting in the time period and the search term and finding the peak. Do this for each of the key words then add them together and multiply by three. This gives you the budget you would set for your chinese overseas australia data campaign.

Bids are often manual (set very high to capture the number of impressions), depending on CPC vs performance. For each search term, find the maximum average CPC from the search terms reports and multiply each one by 3 to get to your bid.

You’ll need to stay on top of your CPC and increase bids to maximize impressions when needed and stay away from impression share bidding (even though this can give you a lot of impressions it comes at the cost of a very high CPC).

Once you have your keywords and bids set up and everything is live, check for Observation audiences and Ad Extensions. Google has around 700 audiences available but they are not added automatically so you’ll have to do that yourself (Google Ads Editor is the easiest way of doing it).
Lock down your search terms to be a true SKAG (more on this in part 2).
Now that you have true SKAGs set up for specific search terms, you have full control of bids and the performance of your search term.


With SIAGs, keywords are grouped by intent and so different keywords can be combined into the same ad groups. Essentially, Google is attempting to guess what the intent is behind the search terms being used. With SIAGs, it’s important that your ad copy speaks to the intent (this may not even include the keyword).