How do you troubleshoot and fix common Bing SEM issues?

1 Check your site health

One of the first steps to troubleshoot and fix Bing SEM issues is to check your site health using Bing Webmaster Tools. This tool can help you identify and resolve any problems that might prevent Bing from crawling, indexing, and ranking your site, such as broken links, duplicate content, malware, crawl errors, and sitemap issues. To use Bing Webmaster Tools, you need to verify your site ownership and submit your sitemap. Then, you can access various reports and tools that can help you monitor and improve your site health.

2 Optimize your keywords and ads

Another important step to troubleshoot and fix Bing SEM issues is to optimize your keywords and ads using Bing Ads Editor. This tool can help you manage and edit your Bing Ads campaigns offline, and then sync them with your online account. You can use Bing Ads Editor to perform various tasks, such as adding, deleting, or modifying keywords, ads, ad groups, and campaigns, finding and replacing text, applying bulk changes, and importing or exporting data. To optimize your keywords and ads, you should follow some best practices, such as using relevant and specific keywords, matching your keywords to your ad copy and landing pages, using negative keywords to exclude irrelevant traffic, writing compelling and clear ad headlines and descriptions, and testing different variations of your ads.

3 Monitor your performance and quality score

A third step to troubleshoot and fix Bing SEM issues is to monitor your performance and quality score using Bing Ads reports and metrics. These can help you measure and evaluate how well your campaigns are meeting your goals, such as impressions, clicks, conversions, cost, revenue, and return on ad spend. You can also use Bing Ads reports and metrics to check your quality score, which is a measure of how relevant and useful your keywords, ads, and landing pages are to your target audience. A higher quality score can improve your ad rank and lower your cost per click. To improve your quality score, you should focus on improving your click-through rate, landing page experience, and keyword relevance.

4 Fix your landing page issues

A fourth step to troubleshoot and fix Bing SEM issues is to fix your landing page issues using Bing Webmaster Tools and other tools. Your landing page is the page that your visitors see after they click on your ad. It should be relevant, engaging, and user-friendly, and it should match your ad copy and keywords. If your landing page has issues, such as slow loading speed, poor design, unclear navigation, or lack of call to action, it can increase your bounce rate and decrease your conversion rate. To fix your landing page issues, you should use Bing Webmaster Tools to check your page speed, mobile-friendliness, and usability. You should also use other tools, such as Google Analytics, to track your landing page performance and behavior.

5 Adjust your bids and budgets

A fifth step to troubleshoot and fix Bing SEM issues is to adjust your bids and budgets using Bing Ads Editor or online interface. Your bids and budgets are the amounts that you are willing to pay for each click or for each day or month of your campaign. They can affect your ad rank, impressions, clicks, and conversions. To adjust your bids and budgets, you should consider various factors, such as your campaign goals, competition, seasonality, and performance history. You should also use different bid strategies, such as manual or automated, to optimize your bids according to your objectives.

6 Test and experiment

A sixth and final step to troubleshoot and fix Bing SEM issues is to test and experiment using Bing Ads experiments or other tools. Testing and experimenting can help you find out what works best for your Bing SEM campaigns, and what needs improvement. You can use Bing Ads experiments to create and run different versions of your campaigns, ad groups, keywords, or ads, and compare their performance. You can also use other tools, such as Google Optimize, to test and optimize your landing pages. You should test and experiment regularly, and make data-driven decisions based on your results.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?