Google Ads / Keyword Tapering

What is Keyword Tapering?

Keyword tapering is an advanced Google Ads strategy that involves refining keyword targeting by splitting keywords into two separate campaigns: one for broad match keywords and the other for exact or phrase match keywords.

This approach reduces waste by focusing ad spend on high-converting keywords. According to Google Ads experts, advertisers using keyword tapering can achieve a 20% reduction in cost-per-click (CPC) while improving conversion rates by up to 15-20%.

By narrowing keyword targeting, campaigns become more efficient, and your budget stretches further, enabling a higher return on investment (ROI).

Why Keyword Tapering Works

Implementing keyword tapering offers several significant benefits:

Improved Ad Relevance: Ads appear only for highly specific searches, leading to more engagement and higher conversions.
Cost Savings: By filtering out irrelevant keywords, you can lower your CPC and make your ad budget more efficient.
Higher Conversion Rates: Targeting specific keywords that are more likely to convert leads to an increase in conversion rates.
Better Quality Scores: As ads become more relevant, your Google Ads Quality Score increases, resulting in better ad placements and lower costs.

Studies have shown that campaigns using the two-campaign approach see an average reduction of CPC by 20% and a conversion rate increase of 15-20%.

How Keyword Tapering Works in Google Ads

The keyword tapering strategy revolves around two distinct campaigns:

Broad Match Campaign: This campaign is designed to attract a larger audience by using broad match keywords. These can include synonyms, misspellings, and other variations of your main keywords. While this approach generates significant traffic, it may not always lead to high-quality clicks.
Exact Match Campaign: In this campaign, you target more specific searches using exact match or phrase match keywords. These searches generally have higher intent, meaning users are more likely to convert.

According to Google Ads performance data, advertisers who install a two-campaign approach experience better targeting accuracy, with an average increase in conversion rates of up to 25%.

This method helps you separate your broad traffic from your high-converting exact match traffic, improving efficiency and effectiveness.

The Tapering Process Step-by-Step

The keyword tapering process can be broken down into a few key steps:

Create Two Campaigns: Start by creating two separate campaigns – one for broad match keywords and another for exact match or phrase match keywords.
Segment Keywords: Use broad match for the first campaign and filter out low-converting or irrelevant keywords. In the second campaign, target more precise keywords that have shown higher conversion rates.
Adjust Bids: In the broad match campaign, use lower bids to attract more traffic but with lower conversion probability. In the exact match campaign, increase bids for keywords with higher intent and proven performance.
Monitor Performance: Regularly track both campaigns and adjust bids, keywords, and targeting based on performance. This helps to optimize spend and ensure that your campaigns are reaching the right audience.

By following this process, you can improve your campaign’s targeting, cut down on unnecessary ad spend, and boost ROI.

Best Practices for Keyword Tapering

To ensure the success of your keyword tapering strategy, consider these best practices:

Use Negative Keywords: Install negative keywords in both campaigns to prevent irrelevant clicks. For example, if you’re selling premium products, add terms like “cheap” or “discount” as negative keywords.
Monitor Your Metrics: Regularly track key metrics like CPC, CTR, and conversion rate to track performance. Adjust the keyword tapering based on data and ongoing trends.
Optimize Landing Pages: Make sure your landing pages align with the intent of the keywords you’re targeting. A relevant landing page can significantly increase conversion rates.
Test Ad Copy: Test different variations of ad copy in both campaigns to see what resonates best with your audience. Personalized ads based on keyword intent typically see higher engagement.
Segment by Device: Optimize your campaigns based on the device the user is on. For example, users on mobile might convert differently than those on desktops.

Studies state that 55% of advertisers who test ad copy regularly improve their CTR by at least 10-20%.

Common Pitfalls in Keyword Tapering

While keyword tapering can significantly improve Google Ads performance, it’s important to avoid some common pitfalls:

Overlapping Keywords: Avoid using the same keywords in both the broad and exact match campaigns. This can cause internal competition and result in wasted ad spend.
Neglecting Negative Keywords: Forgetting to add negative keywords can cause your ads to show up for irrelevant searches, wasting your budget.
Ignoring Data: Failing to watch and adjust your campaigns regularly can prevent you from fully optimizing your campaigns.

Unlock the Power of Keyword Tapering for Higher ROI!

Keyword tapering is an effective strategy that helps refine your Google Ads campaigns and optimize your ad spend. By using the two-campaign approach, you can improve targeting, lower your CPC, and boost your ROI.

With careful planning, ongoing monitoring, and strategic adjustments, you can take full advantage of keyword tapering to drive higher-quality traffic to your website and achieve better results.

The key to success lies in continuously analyzing performance data and making adjustments to your campaigns.

For businesses looking to improve their Google Ads Strategy with Keyword Tapering, partnering with a Professional Google Ads Agency can provide the expertise needed to fully optimize your campaigns and drive significant growth.