---
title: Apple Ads single keyword ad groups (SKAG)
slug: apple-ads-single-keyword-ad-groups
summary: Why and how to run Apple Ads SKAG campaigns — one exact-match keyword per ad group, search match off, bid near target CPA, 5–10 keywords.
domain: mobile-apps
tags: [user-acquisition, apple-ads, skag, keywords, campaign-setup]
related: [apple-ads-campaign-structure, apple-ads-max-conversion-campaign, app-break-even-cpi-and-revenue-per-install, apple-ads-attribution-without-mmp, aso-competitor-keyword-mining]
sources: [yt:q3JuNLUKL1U]
updated: 2026-10-23
---

# Apple Ads single keyword ad groups (SKAG)

## TL;DR
- One ad group = **one exact-match keyword**, **search match off**, manual bids.[^1][^2]
- Start the **max bid close to your target CPA** (Steve: $3.50) to buy data fast, then lower it.[^3]
- Find variants by typing the keyword into the App Store and taking its **autocomplete suggestions** ("green noise" → "green noise app").[^4]
- Keep it to **~5–10 keywords**; beyond that it's hard to manage.[^5]
- Run it in parallel with Max Conversion — see [[apple-ads-campaign-structure]].

## Details
**Why SKAG exists.** Some attribution tools (Steve mentions RevenueCat and certain MMPs) attribute only at ad-group level, not keyword level. Putting one keyword per ad group turns ad-group data into keyword data.[^1]

**Real example.** One app Steve bought (~$40K MRR) was run purely on SKAG by its sellers; he kept the structure. In May 2026 it spent ~$6K at ~$6 revenue per install, ROAS positive; he is lowering bids to push CPI toward ~$4.[^1]

**Setup (June 2026 demo):**[^6]
1. Create campaign → app → **Search results** → **United States** → choose **manage bids** (manual).
2. Name `SCAG_US_2026-06`; daily budget = whatever you can afford.
3. Ad group named after the keyword (e.g. "green noise").
4. **Max CPT bid** near your ideal CPA (he ignored Apple's suggested bid and used $3.50).[^3]
5. **Search match off.** Add the single keyword with **Exact** match.[^2]
6. Audience: **new users only**; optionally attach a CPP to the ad group.[^7]
7. Repeat for each variant — new ad group, same bid range, search match off, exact, new users.[^4]

MaxCon is broad/search-match "discovery"; SKAG goes straight after known terms.[^2]

## Disagreements / caveats
- Steve says he'll "adjust down" bids with a simple formula but doesn't give it in this video — gap.[^3]
- If your attribution already reports keyword-level revenue, SKAG's main advantage is control, not data.

## See also
- [[apple-ads-max-conversion-campaign]]
- [[app-break-even-cpi-and-revenue-per-install]]
- [[apple-ads-attribution-without-mmp]]

[^1]: yt:q3JuNLUKL1U @ 13:25 — Steve P. Young
[^2]: yt:q3JuNLUKL1U @ 15:42 — Steve P. Young
[^3]: yt:q3JuNLUKL1U @ 15:42 — Steve P. Young
[^4]: yt:q3JuNLUKL1U @ 17:10 — Steve P. Young
[^5]: yt:q3JuNLUKL1U @ 18:04 — Steve P. Young
[^6]: yt:q3JuNLUKL1U @ 14:54 — Steve P. Young
[^7]: yt:q3JuNLUKL1U @ 17:10 — Steve P. Young