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 which shows you the range of applied Bid Modifiers across all dimensions.

Before diving into details have a look at our webinar that covers breakdowns and Bid Modifier basics.

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