How can I identify underperforming keywords in Bing Ads?

Identifying underperforming keywords in Bing Ads is crucial for optimizing your campaigns and ensuring that your ad spend is efficiently utilized. Here's a step-by-step guide to help you identify and address underperforming keywords:

### **1. Review Key Performance Metrics**

**a. Click-Through Rate (CTR):**
- **Low CTR**: Keywords with a low CTR compared to the average can indicate that the ad copy or landing page is not compelling enough or that the keyword is not relevant to the target audience.
- **Action**: Consider revising the ad copy, adding more relevant ad extensions, or adjusting targeting.

**b. Cost Per Click (CPC):**
- **High CPC**: Keywords with high CPC but low performance in terms of conversions might be costing too much without delivering enough value.
- **Action**: Evaluate if the CPC is justifiable based on the keyword's performance and adjust bids if necessary.

**c. Conversion Rate:**
- **Low Conversion Rate**: Keywords with low conversion rates indicate that clicks are not converting into desired actions.
- **Action**: Assess the landing page experience for these keywords and ensure that it aligns with user intent and provides a smooth conversion path.

**d. Cost Per Acquisition (CPA):**
- **High CPA**: Keywords with high CPA are expensive to convert, which could mean they are not effective at driving profitable actions.
- **Action**: Reevaluate the keyword's relevance and bidding strategy. Consider pausing or lowering bids for these keywords.

**e. Return on Ad Spend (ROAS):**
- **Low ROAS**: Keywords with low ROAS are not generating enough revenue compared to their cost.
- **Action**: Assess the keyword's contribution to overall revenue and adjust your strategy accordingly.

### **2. Use Bing Ads Reporting Tools**

**a. Performance Reports:**
- **Create Custom Reports**: Generate custom performance reports that include key metrics such as CTR, CPC, conversion rate, CPA, and ROAS. Filter and sort these reports to identify underperforming keywords.
- **How to Create a Report**:
  1. Go to the "Reports" tab in Bing Ads.
  2. Click on "Create Report."
  3. Choose the report type (e.g., Keyword Performance).
  4. Select the metrics and date range.
  5. Analyze the report for keywords that are underperforming.

**b. Keyword Performance Overview:**
- **Performance Dashboard**: Use the performance dashboard to get a quick overview of keyword performance and identify those that are not meeting your goals.

### **3. Analyze Search Query Reports**

**a. Search Query Reports:**
- **Identify Irrelevant Searches**: Use search query reports to see which search queries are triggering your ads and compare them with your keyword list.
- **Action**: Identify and add irrelevant or poorly performing queries as negative keywords to avoid wasting ad spend.

### **4. Perform Competitive Analysis**

**a. Auction Insights:**
- **Compare with Competitors**: Use the Auction Insights tool to compare your keyword performance with that of your competitors. This can provide context for how your keywords are performing relative to the competition.
- **Action**: Adjust your bidding strategy or improve ad quality based on competitive performance.

### **5. Evaluate Ad Relevance and Landing Page Experience**

**a. Ad Relevance:**
- **Ensure Alignment**: Check if the ad copy and landing page are relevant to the keywords. Low relevance can contribute to poor performance.
- **Action**: Update ad copy and landing page to better match user intent and improve performance.

**b. Landing Page Experience:**
- **Optimize User Experience**: Ensure that the landing page is optimized for conversion and provides a seamless user experience.
- **Action**: Improve the design, load speed, and relevance of the landing page for underperforming keywords.

### **6. Conduct A/B Testing**

**a. Test Variations:**
- **Ad Copy and Landing Pages**: Run A/B tests with different ad copies and landing pages to determine if changes can improve keyword performance.
- **Action**: Implement the best-performing variations to enhance overall performance.

### **7. Adjust Keyword Strategy**

**a. Pause or Adjust Bids:**
- **Pause Underperforming Keywords**: If a keyword consistently underperforms, consider pausing it to allocate budget to more effective keywords.
- **Adjust Bids**: Lower bids for keywords with high CPC but poor performance to manage costs effectively.

**b. Expand or Refine Keyword List:**
- **Add New Keywords**: Use keyword research tools to find new keywords that might perform better.
- **Refine Existing Keywords**: Adjust match types, add more specific long-tail keywords, or refine existing keywords based on performance insights.

### **Summary**

Identifying underperforming keywords in Bing Ads involves analyzing key performance metrics, using reporting tools, and evaluating ad relevance and landing page experience. By regularly reviewing these aspects, you can make informed decisions to optimize your campaigns, improve performance, and ensure that your advertising budget is used effectively. Implement changes based on data-driven insights and continuously monitor results to achieve better outcomes.