How do I identify high-performing keywords in Bing Ads?

Identifying high-performing keywords in Bing Ads (now known as Microsoft Advertising) involves a systematic approach to analyzing data and metrics within your campaigns. Here are steps to effectively identify and optimize high-performing keywords:

1. **Review Campaign Performance Metrics**:
   - Start by accessing your campaign dashboard in Microsoft Advertising. Look at key performance metrics such as Click-Through Rate (CTR), Conversion Rate, Cost-Per-Click (CPC), and Return on Ad Spend (ROAS).

2. **Sort Keywords by Performance**:
   - Use the reporting tools within Microsoft Advertising to sort your keywords by performance metrics. You can filter keywords based on metrics like clicks, conversions, CTR, and spend to identify those that are performing well.

3. **Focus on Conversion Metrics**:
   - Identify keywords that are driving conversions or achieving your desired actions (such as purchases or sign-ups). Keywords with a higher conversion rate or better ROAS are typically considered high-performing.

4. **Check Quality Score**:
   - Quality Score in Microsoft Advertising indicates the relevance and quality of your keywords, ad copy, and landing pages. Higher Quality Scores generally correlate with better ad positions and lower CPCs. Identify keywords with high Quality Scores as they are likely performing well.

5. **Analyze Search Query Reports**:
   - Use the search query reports to identify actual search queries that triggered your ads. Look for queries that led to high CTR, conversions, or other positive outcomes. Consider adding these successful queries as keywords or modifying your existing keyword strategy based on these insights.

6. **Compare Performance Over Time**:
   - Evaluate how keywords have performed over different time periods (e.g., week-over-week, month-over-month). Identify trends in performance and adjust bids or optimize targeting based on seasonal variations or changes in market demand.

7. **Utilize Bid Adjustments**:
   - Implement bid adjustments for keywords that are performing exceptionally well. Increase bids to maintain or improve ad position and visibility for high-performing keywords, especially during peak conversion times or for valuable audience segments.

8. **Optimize Ad Copy and Landing Pages**:
   - Ensure that your ad copy and landing pages align closely with high-performing keywords. Improve relevance and user experience to maximize the effectiveness of these keywords in driving conversions.

9. **Consider Broad Match Modifier Keywords**:
   - Broad Match Modifier (BMM) keywords can help capture variations and relevant searches without being too broad. Monitor the performance of BMM keywords and adjust based on search query reports and performance metrics.

10. **Test and Iterate**:
    - Continuously test new keywords and variations to expand your reach and identify additional high-performing keywords. Regularly review and optimize your keyword strategy based on performance data and insights gained from testing.

By following these steps and leveraging the tools available in Microsoft Advertising, you can effectively identify and capitalize on high-performing keywords to optimize your campaigns and drive better results.