Bid Modifiers
Percentage adjustments to PPC bids based on specific conditions like device, location, time, or audience characteristics.
Definition
Bid modifiers allow advertisers to increase or decrease their base bids by a percentage when certain conditions are met, such as mobile devices, specific geographic locations, or particular times of day. These adjustments help optimize ad spend allocation.
The modifiers enable granular control over when and where ads appear most prominently, ensuring budget flows toward the highest-converting segments while reducing spend on underperforming conditions.
Why It Matters
Bid modifiers maximize advertising efficiency by automatically adjusting bids based on performance data, ensuring higher visibility during peak conversion periods while conserving budget during low-performing times.
This granular control significantly improves ROI by matching bid aggression to actual conversion potential, allowing advertisers to compete more effectively for their most valuable traffic segments.
Examples in Practice
Restaurant chain applies +40% mobile bid modifier during lunch hours when mobile searches for nearby dining options peak, driving foot traffic during crucial business periods.
B2B software company sets -50% weekend bid modifier since business decision-makers rarely convert outside weekdays, redirecting budget to high-value weekday traffic.
Retail brand increases location bid modifiers by +60% in high-income zip codes where average order values consistently exceed the company average.