How do I identify and remove low CTR keywords in Bing Ads?

Identifying and removing low CTR (Click-Through Rate) keywords in Bing Ads involves a systematic approach to evaluate their performance and make informed decisions. Here's a step-by-step guide on how to do it:

### Step 1: Access Your Bing Ads Account
Log in to your Bing Ads account and navigate to the campaign or ad group where you want to work on improving keyword performance.

### Step 2: Review Keyword Performance Metrics
1. **Navigate to Keywords**: Go to the campaign or ad group level and click on "Keywords" to see a list of all the keywords you are bidding on.
   
2. **Sort by CTR**: Click on the CTR column to sort the keywords by their Click-Through Rate. This allows you to identify keywords with low CTRs quickly.

### Step 3: Determine What Constitutes a Low CTR
Decide on a threshold for what you consider a low CTR. Generally, keywords with CTRs significantly below your average or industry benchmarks are candidates for review. A typical threshold might be a CTR below 1% or 2%.

### Step 4: Evaluate Low CTR Keywords
For each keyword identified with a low CTR:
   
1. **Assess Relevance**: Evaluate whether the keyword is relevant to your ad and landing page. Low relevance can contribute to low CTR.
   
2. **Check Ad Position**: Keywords with lower ad positions tend to have lower CTRs. Consider increasing bids or improving Quality Score to potentially boost ad position.
   
3. **Analyze Search Terms**: Review the search terms triggering your ads for these keywords. If irrelevant or low-intent terms are triggering your ads, it can lead to low CTR. Add negative keywords to filter out irrelevant traffic.

### Step 5: Optimize or Remove Low CTR Keywords
1. **Improve Ad Copy**: Tailor your ad copy to better match the low CTR keyword. Highlight the keyword in your ad text and ensure the ad is compelling.
   
2. **Consider Pausing or Removing**: If a keyword consistently underperforms despite optimizations, consider pausing it temporarily or removing it altogether from your campaign or ad group.

### Step 6: Monitor and Adjust
Regularly monitor your Bing Ads performance metrics to see the impact of changes made to low CTR keywords. Adjust bids, ad copy, and negative keyword lists as needed to continually optimize your campaigns.

### Additional Tips:
- **Split Test Ads**: Sometimes, low CTRs can be due to ineffective ad copy. Test different ad variations to see which ones perform better.
 
- **Use Bing Ads Recommendations**: Bing Ads often provides recommendations on improving keywords and ads. Consider these suggestions in your optimization efforts.

By following these steps, you can effectively identify and manage low CTR keywords in Bing Ads to improve overall campaign performance and ROI.