How can I identify underperforming ads and keywords to improve visibility in Bing Ads?

Identifying underperforming ads and keywords in Bing Ads (Microsoft Advertising) is crucial for optimizing your campaigns and improving visibility. Here's a step-by-step approach to help you pinpoint and address underperforming elements:

### **1. Analyze Performance Metrics:**

**a. Review Campaign Performance Reports:**
   - **Log In to Bing Ads:** Go to your Bing Ads account and navigate to the "Campaigns" tab.
   - **Select Reports:** Use the "Reports" section to generate performance reports for your campaigns, ad groups, ads, and keywords.
   - **Key Metrics to Focus On:**
     - **CTR (Click-Through Rate):** Low CTR may indicate that your ad copy or keywords are not compelling or relevant enough.
     - **Conversion Rate:** Low conversion rates suggest that while users are clicking your ads, they are not completing desired actions on your landing page.
     - **Cost per Click (CPC):** High CPCs might indicate that your keywords are too competitive or that your quality score needs improvement.
     - **Quality Score:** A low quality score can impact ad visibility and CPC. It reflects the relevance of your keywords, ad copy, and landing page.

**b. Segment by Device, Location, and Time:**
   - **Device Performance:** Check if certain devices are underperforming. Adjust bids or optimize ads for specific devices if needed.
   - **Location Performance:** Identify geographic locations where your ads are underperforming and make adjustments based on regional performance.
   - **Time of Day/Day of Week:** Analyze performance by time and day to optimize ad scheduling and bid adjustments.

### **2. Identify Underperforming Keywords:**

**a. Review Keyword Performance:**
   - **Go to Keywords Tab:** Navigate to the "Keywords" tab within your campaign.
   - **Sort and Filter:** Sort by metrics such as CTR, conversion rate, and CPC. Look for keywords with low CTR or high CPC relative to their conversion performance.
   - **Analyze Search Terms:** Use the "Search Terms" report to see actual queries that triggered your ads. Identify irrelevant or low-performing terms that may need to be added as negative keywords.

**b. Evaluate Keyword Quality:**
   - **Low Quality Scores:** Keywords with low quality scores may need adjustments in ad copy, landing pages, or bid amounts.
   - **Relevance Issues:** Ensure that your keywords are closely aligned with your ad copy and landing page content.

### **3. Assess Ad Performance:**

**a. Review Ad Copy Effectiveness:**
   - **Ad Variations:** If you're running multiple ad variations, compare their performance to identify which ones are underperforming.
   - **CTR and Conversion Rates:** Low CTR and conversion rates may indicate that the ad copy is not engaging or relevant to users.

**b. Test Ad Copy and Formats:**
   - **A/B Testing:** Conduct A/B tests to compare different ad copies and formats. Use the results to optimize your ads for better performance.
   - **Ad Extensions:** Check if ad extensions (like site links, callouts, and structured snippets) are being used effectively and contributing to ad performance.

### **4. Optimize Landing Pages:**

**a. Analyze Landing Page Metrics:**
   - **Bounce Rate and Time on Site:** High bounce rates or low time on site can indicate issues with landing page relevance or user experience.
   - **Conversion Rate:** Ensure that your landing pages are optimized for conversions and provide a seamless user experience.

**b. Make Landing Page Improvements:**
   - **Relevance:** Ensure that the content on the landing page matches the ad copy and keyword intent.
   - **User Experience:** Optimize landing pages for speed, mobile-friendliness, and ease of navigation.

### **5. Adjust Bidding and Budget:**

**a. Modify Bids:**
   - **Lower Bids for Underperformers:** Reduce bids for keywords and ads that are underperforming to manage costs.
   - **Increase Bids for Top Performers:** Allocate more budget to high-performing keywords and ads to capitalize on their success.

**b. Adjust Budgets:**
   - **Reallocate Budget:** Shift budget from underperforming campaigns or keywords to those with better performance.

### **6. Use Automated Tools and Features:**

**a. Bing Ads Intelligence:**
   - **Leverage Tools:** Use Bing Ads' built-in tools and features like automated rules and bid strategies to optimize your campaigns based on performance data.

**b. Regular Monitoring:**
   - **Set Up Alerts:** Configure alerts to monitor significant changes in performance metrics, so you can address issues promptly.

By following these steps, you can effectively identify and address underperforming ads and keywords in Bing Ads. This approach will help improve ad visibility, enhance overall campaign performance, and drive better results.