How do you use bid modifiers in Google Ads?

Bid modifiers in Google Ads allow you to adjust your bids for specific ad auctions based on various factors, such as device, location, audience, and time of day. By using bid modifiers, you can fine-tune your bidding strategy to better align with your advertising goals and maximize your return on investment (ROI).

Here's how to use bid modifiers in Google Ads:

1. Sign in to your Google Ads account.
2. Click on the "Campaigns" tab in the left-hand menu.
3. Click on the name of the campaign you want to adjust.
4. Click on the "Settings" tab at the top of the page.
5. Scroll down to the "Additional settings" section and click on "Bid strategy".
6. Select the bid strategy you want to use. For example, if you're using manual bidding, you'll select "Manual CPC".
7. Scroll down to the "Device bid adjustments" section. Here, you can adjust your bids for desktop, tablet, and mobile devices. To adjust the bid, enter a percentage in the "Bid adj." column. A positive percentage will increase your bid, while a negative percentage will decrease your bid.
8. Scroll down to the "Location bid adjustments" section. Here, you can adjust your bids for specific locations or regions. To adjust the bid, enter a percentage in the "Bid adj." column.
9. Scroll down to the "Audience bid adjustments" section. Here, you can adjust your bids for specific audience segments, such as remarketing lists or in-market audiences. To adjust the bid, enter a percentage in the "Bid adj." column.
10. Scroll down to the "Ad schedule bid adjustments" section. Here, you can adjust your bids for specific days of the week or times of day. To adjust the bid, enter a percentage in the "Bid adj." column.
11. Click on the "Save" button to save your bid modifiers.

It's important to note that bid modifiers can have a significant impact on your ad performance and cost, so it's important to monitor your results closely and adjust your bid modifiers as needed. Additionally, keep in mind that there are minimum and maximum bid adjustments for each factor, so be sure to review these limits before making any changes.