How do you maintain a culture of continuous testing and improvement in your Bing Ads strategy?

Maintaining a culture of continuous testing and improvement in a Bing Ads strategy is essential for long-term success and growth. It's all about staying agile, data-driven, and open to change. Here's how I typically approach it:

🔁 1. Adopt a "Test Everything" Mindset
Encourage a mindset where nothing is assumed to be perfect or permanent—every element of the campaign is a candidate for testing.

This includes:

Headlines and descriptions

Call-to-action (CTA) phrases

Landing pages

Bidding strategies

Keyword match types

Audience targeting

Device, time, and geo-modifiers

📌 Example: Instead of just picking one set of ad copy, I run multiple variants (A/B or A/B/C) and rotate them evenly to get performance insights.

🧪 2. Use Structured A/B Testing Frameworks
Run controlled A/B tests to evaluate performance of changes.

Test one variable at a time to isolate impact.

Use Microsoft Advertising Experiments to create true split tests without disrupting the original campaign.

📈 Example: Test two bidding strategies (e.g., Maximize Conversions vs. Target CPA) in separate experiments to see which delivers better ROI over 4-6 weeks.

🔍 3. Review Performance Data Regularly
Set up a schedule for weekly and monthly performance reviews.

Analyze KPIs like CTR, CPC, conversion rate, ROAS, and Quality Score.

Identify outliers, trends, and patterns to feed into new tests.

📊 Pro tip: Create custom dashboards or use tools like Google Data Studio or Microsoft Excel with automated reports to monitor performance and flag anomalies.

🧠 4. Document Learnings and Build a Testing Library
Maintain a testing log or playbook that records:

What you tested

Why you tested it

What the results were

What action you took as a result

This builds institutional knowledge and helps avoid repeating the same experiments.

📚 Bonus: Over time, this becomes your go-to for high-performing ad copy, keyword formats, and bidding tactics.

🚀 5. Leverage Automated Rules and Scripts
Use automated rules to pause underperforming ads or increase bids for high-converting keywords.

Bing Ads scripts can help automate repetitive optimization tasks and flag anomalies in real-time.

🔧 Example: Set up an automated rule to pause any ad group with a CPA over $100 and less than 2 conversions in the past 7 days.

👥 6. Encourage Team Collaboration and Feedback Loops
Hold regular brainstorming and post-mortem sessions with your marketing team to discuss test outcomes and new ideas.

Involve creative, content, and dev teams where relevant—especially when testing landing pages or new funnel stages.

💡 Example: Weekly "Test Tuesday" check-ins where the team shares insights or proposes new hypotheses to test.

🧬 7. Stay Updated with Industry Trends and Platform Changes
Bing Ads often updates its features and capabilities—stay informed to test new beta features or automation options.

Follow Microsoft Ads blog, attend webinars, and engage in PPC forums.

📌 Tip: New features (like dynamic search ads, responsive ads, audience targeting improvements) are always worth testing.

🔄 8. Rotate Strategies Based on Lifecycle Stage
Early-stage campaigns: Test broader targeting, ad copy, and match types.

Mid-stage: Refine bidding strategies, landing pages, and negative keywords.

Mature campaigns: Focus on automation, granular audience segmentation, and micro-optimizations.

🏆 Final Philosophy: "Always Be Testing (ABT)"
It's not about launching one perfect campaign—it's about iterating continuously and improving performance through data-backed experiments. Bing Ads campaigns don't grow on autopilot; they evolve through informed, strategic testing.