How does conversion tracking data influence keyword expansion strategies in Bing Ads?

Conversion tracking data plays a crucial role in shaping keyword expansion strategies in Bing Ads by providing actionable insights that help advertisers identify which keywords are driving valuable conversions and which ones may need to be adjusted. By analyzing conversion data, advertisers can make informed decisions about which keywords to add, pause, or refine to improve overall campaign performance. Here's how conversion tracking data influences keyword expansion strategies:

1. Identifying High-Performing Keywords
Conversion tracking helps you pinpoint which specific keywords are driving conversions. This allows you to focus on those high-converting keywords that yield the best return on investment (ROI) and expand your keyword strategy to include variations or similar keywords.

How it influences keyword expansion:
Keyword Refinement: You can optimize for high-converting keywords by expanding on related terms, long-tail variations, or broader match types that align with your successful search queries.

Look for Related Keywords: After identifying top-performing keywords, you can use keyword tools like Bing's Keyword Planner to find similar, relevant keywords to expand your targeting, increasing your reach to more users who might convert.

2. Using Conversion Rate Data for Keyword Evaluation
Conversion rate (CVR) is a valuable metric derived from conversion tracking, showing the percentage of clicks that result in a conversion. If certain keywords have high conversion rates, you can confidently expand on them by adding synonyms, misspellings, or geographically targeted keywords.

How it influences keyword expansion:
Performance-Based Expansion: Keywords with high conversion rates suggest that the audience responding to these terms is highly engaged, so expanding on these terms can yield more conversions.

Negative Keyword Identification: Conversely, keywords with low conversion rates may indicate irrelevance or poor performance. You can expand by excluding these keywords from your campaigns via negative keywords to avoid wasteful spend.

3. Leveraging Search Query Reports for Keyword Insights
Bing Ads provides Search Query Reports (SQR) that show the actual search queries triggering your ads. By analyzing these reports alongside conversion data, you can discover new, high-converting keywords that you might not have considered in your original keyword list.

How it influences keyword expansion:
Discover New Opportunities: By examining queries that have resulted in conversions, you can identify specific long-tail or niche keywords that you can add to your list, targeting even more granular searches.

Expanding Reach with Variants: If certain queries are driving conversions, you may find opportunities to target them with additional keyword variants, ensuring you're covering the broad spectrum of related search terms.

4. Optimizing for Local or Geographical Targeting
Conversion tracking can also reveal trends based on geographic performance. Some regions or locations may have higher conversion rates than others, which can help expand your keyword strategy to target specific geographic areas more effectively.

How it influences keyword expansion:
Geographic Keyword Expansion: If certain locations show better conversion rates, you can expand your keyword strategy by adding geo-targeted keywords like city names, regional terms, or localized variations to cater to these audiences.

Regional Customization: Use location-based performance data to expand your keyword list with localized phrases or culturally specific keywords that resonate with users in specific areas.

5. Refining Bidding Strategies with Conversion Data
Conversion tracking also provides data that helps you refine bidding strategies for specific keywords. You may want to bid more aggressively on keywords that are driving conversions and less on those that aren't. This optimization encourages you to invest more in keywords with the best conversion potential.

How it influences keyword expansion:
Bid Adjustments by Keyword: If specific keywords show high conversion potential, you can raise bids for those keywords and expand to related terms with similar patterns.

Broadening Keywords: By tracking conversions from specific keywords, you can identify broader terms that are related to your core offering, helping you expand into new areas with a higher likelihood of conversion.

6. Testing New Keyword Variations
Conversion tracking data helps you test the effectiveness of new keyword variations within your campaigns. By testing keywords with different match types (broad match, phrase match, exact match), you can see which variations drive conversions and which ones do not.

How it influences keyword expansion:
Testing Variations: You can experiment with more general keywords (broad match) or more specific long-tail keywords to discover additional high-converting keywords to add to your campaign.

Dynamic Keyword Insertion (DKI): This tool allows you to automatically insert the search query into your ad copy, and conversion data helps assess the performance of those variations. If certain DKI terms drive conversions, they can be added to your keyword list.

7. Refining Audience Segmentation and Keyword Targeting
By analyzing audience data in conjunction with conversion tracking, advertisers can identify which audiences (e.g., demographics, interests, or behaviors) are more likely to convert. You can then expand your keyword strategy to align with these audience segments.

How it influences keyword expansion:
Audience-Specific Keywords: If certain groups convert more often, you may want to focus on specific keyword phrases relevant to that demographic or persona.

Custom Audiences: Use insights from audience targeting combined with conversion data to identify niche keywords that might appeal to specific segments of your audience.

8. Identifying Seasonality Trends
Conversion tracking data also reveals seasonal trends and periods of increased demand. Keywords that perform well in peak seasons can be expanded with seasonal variations or trending search terms.

How it influences keyword expansion:
Seasonal Keywords: During specific seasons, certain keywords become more relevant. For example, adding "Christmas sale" or "summer discount" to your list can help capture seasonal demand, as identified through conversion tracking data.

Long-Term Expansion: By analyzing seasonal performance, you can start expanding your keyword list year-round in anticipation of seasonal peaks.

Key Takeaways:
Refining and Expanding Keywords: Conversion data helps identify high-performing keywords, enabling you to expand with related terms, synonyms, and longer-tail keywords that are likely to perform well.

Geographic and Demographic Insights: Conversion tracking can uncover geographic and demographic segments that convert well, leading to more targeted keyword expansion.

Testing and Experimentation: Conversion data helps you test keyword variations and identify the most effective keywords, giving you the insights to further expand and optimize your keyword strategy.

By using conversion tracking data strategically, you can ensure that your keyword expansion is data-driven, focused on high-converting opportunities, and aligned with the preferences of your target audience.