What role do bid modifiers (e.g., device, location) play in your bidding strategy?

Bid modifiers are a powerful lever in Microsoft (Bing) Ads that allow you to fine-tune your bidding strategy without restructuring campaigns. They help you boost or reduce bids based on performance by device, location, time, demographics, and audience — so you can maximize ROI where it matters most.

Here's how they fit into a smart bidding strategy:

🎯 Why Use Bid Modifiers?
They let you:

Reach high-value segments more aggressively.

Reduce wasted spend on underperforming traffic.

Layer on performance-based controls without duplicating campaigns.

Think of them as precision tools for refining your existing bids based on actual behavior and results.

🔧 Types of Bid Modifiers & How to Use Them
📱 Device Bid Modifiers
Adjust bids for:

Mobile

Desktop

Tablet

✅ Use case:

If mobile has a lower CPA or higher CVR → set +20% modifier

If tablets don't perform well → set -50% modifier

📌 Range: -100% to +900%

📍 Location Bid Modifiers
Boost or reduce bids based on geographic performance (country, region, city, ZIP).

✅ Use case:

A specific city has double your average conversion rate → +50% bid modifier

A state consistently underperforms → -30% modifier

📌 Tip: Use location reports to compare CPA and ROAS before adjusting.

⏰ Ad Schedule Bid Modifiers
Control bids based on day of week or hour of day.

✅ Use case:

Higher conversions during lunch or evening hours → increase bids for those time blocks

Poor performance on weekends → decrease or pause bidding

📌 Tip: Combine this with device modifiers for precise control (e.g., mobile + evenings).

👥 Audience Bid Modifiers
Apply to:

Remarketing lists (RLSA)

In-market audiences

Custom audiences

Similar audiences

✅ Use case:

Remarketing visitors convert 3x better → +75% bid modifier

Add a mild boost to in-market audiences (e.g., +20%) while testing performance

🧑�🤝�🧑 Demographic Bid Modifiers
Adjust bids by:

Age

Gender

Household income (U.S. only)

✅ Use case:

25–34 age range has strongest engagement → +40% modifier

65+ age range has high CPC but low CVR → -50% modifier

📌 Note: You can also exclude certain demographics (e.g., age ranges).

🧠 Best Practices for Using Bid Modifiers
1. Start with Data
Run reports segmented by device, location, audience, time, etc.

Look for patterns in CVR, CPA, ROAS.

Don't guess — let the data lead your decisions.

2. Layer Modifiers for More Control
Modifiers are additive, not multiplicative.

Example:

Base bid = $1

Mobile = +30%

Location = +20%

Audience = +40%

👆 Final bid = $1.00 × (1 + 0.3 + 0.2 + 0.4) = $1.90

3. Test & Adjust Regularly
Start with conservative changes (±10–25%)

Monitor performance shifts before making larger moves

Schedule regular check-ins to refine based on evolving performance

4. Use Bid Modifiers to Support Smart Bidding
Even if you're using automated bidding (like Target CPA or Max Conversions), some modifiers still apply:

Device and location modifiers work with certain automated strategies.

Audience modifiers may be used for reporting and bid influence.

📌 Always double-check how modifiers interact with your bid strategy.

✅ Summary: When & How to Use Bid Modifiers

Modifier Type   When to Use   Example
Device   Mobile or desktop outperforms   +25% for mobile if it converts better
Location   Certain areas have better ROAS   -40% for low-converting ZIPs
Schedule   Conversion varies by time   +30% on weekdays 9am–5pm
Audience   RLSA or in-market outperform   +75% for cart abandoners
Demographic   Age/gender differences exist   -50% for 65+ if CPA is high