By Abigail Shapland

For those unfamiliar with the feature already existent in Search, this handy feature allows us on the DoubleClick Display side to automatically increase or decrease a line item’s fixed CPM bid based on any of the following criteria: device, audience demographics (i.e. age and gender), location, date and time of day.

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Show Me An Example!

Let's say I know that my client’s bookings increase by 50% on Mondays and Tuesdays every week.

Now I can set a bid modifier to increase our bids on Mondays and Tuesdays as I know these two days are the most valuable within my campaign.

Doing some additional analysis, I have also found that bookings are mostly driven through smart phones. Therefore, I can apply a second bid modifier within the existing line item to increase bids on users when they are using a smart phone, rather than desktop.

Previously, without the use of bid multipliers, I would have needed two separate line items to apply these different bid strategies for smart phone and day of the week targeting.

However, thanks to bid modifiers, I am now able to have one single line item that incorporates all my targeting criteria with a single bid strategy.

Fig 1. Process of Applying Bid Modifiers

What’s The Catch?

There is no catch at all!

There are only a couple of considerations you should take into account before launching Bid Modifiers within your campaign... 

  1. Bid Modifiers can only be used on fixed CPM bidding. This means that you are unable to use Bid Modifiers when you have automated bidding strategies in place.
  2. Individual Line Items can be multiplied by more than one strategy at a time, as outlined above, however it will be capped at 10.0

E.g if you have three different bid strategies, all bidding 3.0 times the fixed CPM… the line items’ bid would be multiplied by 10.0 (not the combined product of 3.0 x 3.0 x 3.0, which is 27.0). 

Should You Use Bid Modifiers?

Yes!

Bid modifiers are a fantastic way to supercharge programmatic performance. 
By allocating more budget to higher performing criteria, you are getting much more from your budget and ensuring that spend is as efficient as possible. 

All in all, this new feature ensures campaign optimisation is much more efficient, streamlined and helps you pay a fairer price per impression.

If you would like any advice on how to use bid modifiers, please get in touch! 

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