Hey man, it sucks that you are not getting any engagement on this because this is exactly what I needed and I’m sure plenty of other people need this to but don’t want to put in the time to actually read it and comment. I’m about to start my journey in PPC ads in two weeks after I get back from a trip. I’d love to chat sometime. DM me if you’re down. I know I would definitely find it valuable.

STAGs: Single Theme Ad Group

SKAGs are dead, Google has made too many changes to keyword match types that it's no longer practical for SKAGs to be used account-wide (they should be used only in rare examples where a single search term is doing significantly well in both volume and CPA). This is copied from another post of mine:

Let's say for example my client offers a training platform for sales teams to use. I will have different campaigns for different solutions offered:

• Sales Training

• Sales Enablement

• Sales Onboarding

But within those campaigns, I will segment keywords into different ad groups by intent. One ad group would utilize multiple different keywords:

• "sales training platforms"

• "sales training solutions"

• "sales training software"

• "best sales training platforms"

If I start to notice that any of the above phrase match keywords is performing well the search term matches via exact match, I would add in the exact match keyword to the same ad group, because it's the same intent. I'd also stack my bid if using manual bidding or eCPC, such that longer-tail keywords and more-restrictive match types have higher bids.