How do I effectively lower bids on keywords using Bing ads ?

Hi,

Exactly, there are no reasons to be on top, if you can haul in more profit at lower positions.

Generally, I only take note of the ad position if...

You have a keyword with a great ROI, and it's ad position is a little low (3+) then I would increase the bid for this keyword, as it is generating me money, and I would like to spend more of my budget on this keyword in order to make it generate more profit.

If you have a keyword that is too expensive to have a positive ROI, I would definitely decrease the bid. By how much depends on a few things. Is it generating conversions/revenue, then I would start an a/b ad-test to try and increase CTR, as it often decreases CPC as well. I would go at it adding negative keywords, found in the keywords search terms. Here you can see exactly what search queries triggered which keywords - find the irrelevant ones and exclude it.
If the expensive keyword has an ad position greater then 2, you should be able to decrease the max bid by something like 20% depending on the competition and niche.

Dam Morten get writing a ppc WSO or something !!

Your pretty smart at this ! You really helped me out again especially with this `I would go at it adding negative keywords, found in the keywords search terms` I`ve never been into search terms before and I have just noticed a ton of search terms sapping my budget !!

Thanks so much again !

Hehe, you are most welcome :-)

Yea, you can reduce alot of cost, by working with the search terms! I love this feature. I also use it to identify new keywords/searches I might not have in my account already.