How do businesses typically lower their cost-per-click (CPC) with Bing Ads?

Businesses can lower their cost-per-click (CPC) with Bing Ads through several strategic approaches aimed at optimizing campaign performance and efficiency. Here are effective methods to reduce CPC:

### 1. **Improve Quality Score**
- **Relevance**: Ensure keywords, ad copy, and landing pages are highly relevant to each other and to user search queries.
- **CTR (Click-Through Rate)**: Higher CTR indicates ads are relevant and engaging to users. Improve ad relevance and attractiveness to increase CTR.
- **Landing Page Experience**: Ensure landing pages provide relevant and valuable content, load quickly, and are mobile-friendly.

### 2. **Keyword Optimization**
- **Keyword Relevance**: Use highly relevant keywords that closely match user search intent.
- **Negative Keywords**: Regularly review and add negative keywords to exclude irrelevant searches and reduce wasted spend.
- **Match Types**: Use a combination of match types (broad, phrase, exact) to refine targeting and control which searches trigger your ads.

### 3. **Ad Copy Optimization**
- **Compelling Ads**: Write clear, persuasive ad copy with a strong call-to-action (CTA).
- **Testing**: A/B test different ad variations to identify which ones perform best and improve CTR.

### 4. **Bid Management**
- **Manual Bidding**: Consider manually adjusting bids based on keyword performance and campaign goals.
- **Automated Bidding**: Use Bing Ads' automated bidding strategies (e.g., Enhanced CPC, Target CPA) to optimize bids for conversions.

### 5. **Ad Extensions**
- **Sitelink Extensions**: Direct users to specific pages on your site, potentially increasing CTR and reducing CPC.
- **Callout Extensions**: Highlight unique selling points or offers to attract clicks and improve ad relevance.

### 6. **Improve Landing Page Experience**
- **Relevance**: Ensure landing pages match user expectations and deliver on the promises made in your ads.
- **Load Speed**: Optimize landing page load times to reduce bounce rates and improve user experience.

### 7. **Quality Over Quantity**
- **Focus on High-Quality Clicks**: Target keywords and audiences that are more likely to convert rather than focusing solely on increasing traffic volume.
- **Refine Targeting**: Use demographic targeting and audience segmentation to reach more qualified users.

### 8. **Monitor and Adjust Regularly**
- **Performance Review**: Regularly monitor campaign performance metrics such as CPC, CTR, conversion rates, and ROI.
- **Optimization**: Make data-driven adjustments based on performance trends and insights gained from analytics.

### 9. **Utilize Ad Scheduling**
- **Bid Adjustments**: Adjust bids based on performance during specific times of day or days of the week to capitalize on peak conversion times.

### 10. **Explore Competitive Insights**
- **Competitor Analysis**: Monitor competitor activities and adjust bidding and targeting strategies accordingly to maintain competitiveness and efficiency.

By implementing these strategies consistently and monitoring performance metrics closely, businesses can effectively lower their cost-per-click (CPC) on Bing Ads while improving overall campaign performance and ROI.