Question for paid search experts who have big agency experienc (e.g. big 4, dentsu, etc.) - is it considered standard to use SKAG instead of STAG, and use alpha/beta structures?...even with the changes Google has made to phrase and exact match? The various agencies I've worked at (small agencies) never use that method.

If you were interviewing someone from a small agency and they said they didn't use those types of account structures, would you think they were inexperienced?

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Posting as :
works at
You are currently posting as works at

Ask how they structure their account and get to know their thinking process? It might be just the same but they never use the terms you use to describe a certain structure?

I feel like Skag is pretty old school, every place I go the supervisor always feels they know the super secret sauce structure that’s gonna make it work wonders. In the end, google is gonna force everyone into broad match on the back end search terms.

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Hi,
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