With Bid Modifiers, you can adjust the bid on a particular dimension by bidding more or less depending on the performance of that specific dimension.

Changing the Bid Modifier on a particular dimension changes the price (CPC or CPM) and volume of inventory you’ll end up buying.

Bid Modifiers, therefore, give you a precision tool for fine adjustments and remove the need to create separate ad groups to handle price and targeting exceptions.

Bid Modifiers are now available on all supported dimensions:

To help you understand how dimension Bid Modifiers interact with and affect each other, we've recently introduced a price range calculator that shows the range of applied Bid Modifiers across all dimensions.

To learn all there is to know about working with Bid Modifiers, please refer to this article.