Do you use SKAGs (Single Keyword Ad Groups)?

[gizmoblaster]

I'd be interested to hear from advertisers who use Single Keyword Ad Groups (SKAGs), so I'd like to start a conversation about them.

What's your experience? Are they really performing better than conventional ad groups (with multiple keywords) simply by better matching they ad to the keyword? Have you been able to measure any sizable performance increase? Impressed or not so much? For what application do they work best?

[RhinoFish]

Yes, but only for very high spending and high selling keywords.

If you SKAG everything, you'll have too many small, not-actionable data sets, and too much labor to attend to all the bids.
Usually, for me, this means it's an [Exact] match killer keyword, where breaking it out lets me give it the high degree of observation and adjustments that it deserves.

Once it's widely matching, the isolation game loses it's impact.

You don't get a free performance lift, Ad Groups are just as fungible as Keywords within an Ad Group (excepting steering Negs).
It's just isolated obviousness of performance data that you gain, and therefore seemingly more discrete control.