What steps should a brand take to maintain keyword relevancy over time on Bing Ads?

Maintaining keyword relevancy over time on Bing Ads is crucial for maximizing ad performance and ensuring your ads reach the right audience. Here are steps that a brand should take to effectively maintain keyword relevancy:

### 1. **Regular Keyword Review and Update**
   - **Monitor search trends:** Stay updated with industry trends and changes in customer behavior that may affect keyword relevance.
   - **Review search query reports:** Regularly review search query reports in Bing Ads to identify new search terms and adjust your keyword strategy accordingly.
   - **Add new relevant keywords:** Continuously research and add new keywords that align with your products/services and target audience.

### 2. **Segment Keywords Effectively**
   - **Group keywords into relevant ad groups:** Ensure keywords within each ad group share a common theme or intent to improve ad relevance and Quality Score.
   - **Refine match types:** Use appropriate match types (broad match, phrase match, exact match) to control which searches trigger your ads and maintain relevancy.

### 3. **Optimize Ad Copy**
   - **Align ad copy with keywords:** Ensure your ad headlines, descriptions, and extensions are closely related to the keywords in each ad group.
   - **Highlight keyword variations:** Incorporate keyword variations and synonyms in ad copy to capture a broader audience without sacrificing relevancy.

### 4. **Utilize Negative Keywords**
   - **Exclude irrelevant searches:** Regularly update your negative keyword list to prevent your ads from showing for irrelevant queries.
   - **Improve targeting:** Negative keywords help refine targeting and improve ad relevancy by excluding searches that are unlikely to convert.

### 5. **Improve Landing Page Relevance**
   - **Match landing pages to ad groups:** Ensure that each ad group directs users to a landing page that aligns closely with the ad copy and keywords.
   - **Optimize landing page content:** Continuously optimize landing page content to reflect the keywords and messages used in your ads.

### 6. **Monitor Competitor Keywords**
   - **Competitor analysis:** Keep an eye on competitor keywords and adjust your keyword strategy accordingly to maintain competitiveness and relevance.

### 7. **Use Ad Extensions Wisely**
   - **Enhance ad visibility:** Utilize ad extensions (sitelink extensions, callout extensions, structured snippets) to provide additional relevant information and improve ad performance.

### 8. **Regular Performance Monitoring and Optimization**
   - **Review campaign performance:** Regularly analyze key performance metrics (CTR, conversion rate, Quality Score) to identify underperforming keywords or opportunities for improvement.
   - **Optimize bids and budgets:** Adjust keyword bids based on performance data to allocate budget effectively and maximize ROI.

### 9. **Stay Compliant with Bing Ads Policies**
   - **Adhere to policies:** Ensure that your keywords and ad content comply with Bing Ads policies to maintain ad approval and visibility.

### 10. **Test and Experiment**
   - **A/B testing:** Continuously test different ad copy variations, keywords, and bidding strategies to identify what resonates best with your audience and improves relevancy over time.

By implementing these steps consistently, a brand can maintain keyword relevancy on Bing Ads, enhance ad performance, and effectively reach and engage their target audience. Regular monitoring, analysis, and optimization are key to adapting to changing market dynamics and evolving customer preferences.