How should negative keyword data be analyzed to refine targeting on Bing Ads?

Negative keyword data is an important tool to refine targeting and improve the efficiency of your Bing Ads campaigns. Here's how you should analyze negative keyword data:

1. Identify irrelevant terms: Look for search terms that are not relevant to your business or the specific ad group. These terms should be added as negative keywords to prevent your ads from showing to users who are unlikely to convert.

2. Analyze click-through rate (CTR) and conversion rate: Look at the CTR and conversion rate of search terms that trigger your ads. If a search term has a low CTR and conversion rate, it may be a good candidate for a negative keyword.

3. Look for variations of existing negative keywords: Check if there are any variations of existing negative keywords that you may have missed. For example, if you have "free" as a negative keyword, you may also want to consider adding "gratis" or "for free" as negative keywords.

4. Analyze negative keywords across ad groups and campaigns: Look at the negative keywords across all of your ad groups and campaigns to ensure that they are consistent and not conflicting with each other.

5. Monitor negative keyword performance: Regularly monitor the performance of your negative keywords to ensure that they are still relevant and effective. Remove or modify negative keywords that are not performing as expected.

6. Use negative keyword lists: Consider using negative keyword lists to apply negative keywords to multiple campaigns or ad groups at once. This can help save time and ensure consistency across your account.

7. Utilize Bing Ads' negative keyword suggestions: Bing Ads provides negative keyword suggestions based on your search term report. Review these suggestions and add any relevant terms as negative keywords.

By regularly analyzing and refining your negative keyword data, you can improve the targeting of your Bing Ads campaigns, reduce wasted spend, and increase your return on investment.