How should we structure our Bing Ads account to maximize keyword relevance and performance?

Structuring your Bing Ads account in a way that maximizes keyword relevance and performance is crucial for the success of your campaigns. Here are some best practices for structuring your Bing Ads account:

1. Use Campaigns to Organize Themes: Use campaigns to organize your ads by theme. For example, if you sell shoes, you might create a campaign for running shoes, another for dress shoes, and another for sandals. This will help you keep your ads and keywords organized and relevant.

2. Use Ad Groups to Organize Keywords: Use ad groups to organize your keywords by theme. For example, within your running shoes campaign, you might create an ad group for men's running shoes and another for women's running shoes. This will help you create highly targeted ads that are relevant to your keywords.

3. Use Tightly Themed Keywords: Use tightly themed keywords within each ad group. For example, within your men's running shoes ad group, you might use keywords like "men's running shoes," "men's running sneakers," and "men's running shoes for sale." This will help ensure that your ads are highly relevant to your keywords.

4. Use Negative Keywords: Use negative keywords to exclude irrelevant searches from your campaigns. For example, within your running shoes campaign, you might use negative keywords like "jogging strollers" or "running watches" to ensure your ads aren't shown to people searching for those terms.

5. Use Match Types: Use match types to control how closely your keywords match the search queries that trigger your ads. For example, using exact match keywords will ensure that your ads are only shown to people searching for that exact term, while broad match keywords will allow your ads to be shown to a wider range of searches.

6. Use Ad Copy That Reflects Your Keywords: Use ad copy that reflects your keywords and themes. For example, within your men's running shoes ad group, you might use ad copy that includes phrases like "men's running shoes" and "best prices on men's running shoes." This will help ensure that your ads are highly relevant to your keywords and search queries.

Remember, structuring your Bing Ads account in a way that maximizes keyword relevance and performance is an ongoing process that requires regular attention. By regularly reviewing your performance metrics and adjusting your account structure as needed, you can ensure that your campaigns are optimized for success.