Bid modifiers

Page Summary

Bid modifiers adjust bids for specific criteria without changing campaign or ad group targeting.
Bid modifiers can be applied at either the campaign or ad group level.
Campaign-level bid modifiers support InteractionTypeInfo with CALL as the only supported enum.
Ad group-level bid modifiers support DeviceInfo and various Hotel Ads criteria.

Bid modifiers let you adjust bids for a specific criterion without changing the targeting of your campaign or ad group. For example, an ad group bid modifier for mobile devices doesn't exclude impressions for other device types, but it lets you raise or lower your bids for mobile impressions.

Modifiers are set as floating-point multipliers on the bid_modifier field. For example, a value of 1.2 increases a bid by 20%, while 0.8 decreases it by 20%. For supported criteria (such as excluding a device type), a value of 0.0 (equivalent to a -100% bid adjustment in the Google Ads UI) opts out of the criterion. When multiple bid modifiers apply to an impression, they are multiplied together to compute the final bid adjustment. Refer to the CampaignBidModifier and AdGroupBidModifier reference documentation for valid value ranges.

For more information on how bidding works and how to set bid modifiers, see the Bidding overview and Manage bid modifiers guides.

Campaign bid modifiers

You can specify bid modifiers at the campaign level for the following criterion type using the CampaignBidModifierService:

InteractionTypeInfo: Define InteractionTypeInfo criteria using one of the predefined InteractionType enums. CALL is the only supported enum value for campaign bid modifiers; specifying any other value returns a CriterionError.

Ad group bid modifiers

You can specify bid modifiers at the ad group level for the following criterion types using the AdGroupBidModifierService:

DeviceInfo: Define the DeviceInfo criteria using one of the predefined Device enums.
Various Hotel Ads criteria: Set modifiers for HotelDateSelectionTypeInfo, HotelAdvanceBookingWindowInfo, HotelLengthOfStayInfo, HotelCheckInDayInfo, and HotelCheckInDateRangeInfo. See the Hotel Ads bid modifier guide for details.

Criteria-level bid modifiers

In addition to dedicated bid modifier services, certain criteria set on CampaignCriterion or AdGroupCriterion resources support setting a bid_modifier field directly (CampaignCriterion.bid_modifier or AdGroupCriterion.bid_modifier, such as for location, ad schedule, or demographic criteria).

Code example

The following code example demonstrates how to add an ad group-level mobile device bid modifier:

Java

private void runExample(
    GoogleAdsClient googleAdsClient, long customerId, long adGroupId, double bidModifier) {

  // Creates an ad group bid modifier for mobile devices with the specified ad group ID and
  // bid modifier value.
  AdGroupBidModifier adGroupBidModifier =
      AdGroupBidModifier.newBuilder()
          .setAdGroup(ResourceNames.adGroup(customerId, adGroupId))
          .setBidModifier(bidModifier)
          .setDevice(DeviceInfo.newBuilder().setType(Device.MOBILE))
          .build();

  // Creates an ad group bid modifier operation for creating an ad group bid modifier.
  AdGroupBidModifierOperation adGroupBidModifierOperation =
      AdGroupBidModifierOperation.newBuilder().setCreate(adGroupBidModifier).build();

  // Issues a mutate request to add the ad group bid modifier.
  try (AdGroupBidModifierServiceClient adGroupBidModifierServiceClient =
      googleAdsClient.getLatestVersion().createAdGroupBidModifierServiceClient()) {
    MutateAdGroupBidModifiersResponse response =
        adGroupBidModifierServiceClient.mutateAdGroupBidModifiers(
            Long.toString(customerId), ImmutableList.of(adGroupBidModifierOperation));

    System.out.printf("Added %d ad group bid modifiers:%n", response.getResultsCount());
    for (MutateAdGroupBidModifierResult mutateAdGroupBidModifierResult :
        response.getResultsList()) {
      System.out.printf("\t%s%n", mutateAdGroupBidModifierResult.getResourceName());
    }
  }
}AddAdGroupBidModifier.java

C#

public void Run(GoogleAdsClient client, long customerId, long adGroupId,
    double bidModifierValue)
{
    // Get the AdGroupBidModifierService.
    AdGroupBidModifierServiceClient adGroupBidModifierService =
        client.GetService(Services.V25.AdGroupBidModifierService);

    // Creates an ad group bid modifier for mobile devices with the specified ad group
    // ID and bid modifier value.
    AdGroupBidModifier adGroupBidModifier = new AdGroupBidModifier()
    {
        AdGroup = ResourceNames.AdGroup(customerId, adGroupId),
        BidModifier = bidModifierValue,
        Device = new DeviceInfo()
        {
            Type = Device.Mobile
        }
    };

    // Creates an ad group bid modifier operation for creating an ad group bid modifier.
    AdGroupBidModifierOperation adGroupBidModifierOperation =
        new AdGroupBidModifierOperation()
        {
            Create = adGroupBidModifier
        };

    // Send the operation in a mutate request.
    try
    {
        MutateAdGroupBidModifiersResponse response =
            adGroupBidModifierService.MutateAdGroupBidModifiers(customerId.ToString(),
                new AdGroupBidModifierOperation[] { adGroupBidModifierOperation });
        Console.WriteLine("Added {0} ad group bid modifiers:", response.Results.Count);
        foreach (MutateAdGroupBidModifierResult result in response.Results)
        {
            Console.WriteLine($"\t{result.ResourceName}");
        }
    }
    catch (GoogleAdsException e)
    {
        Console.WriteLine("Failure:");
        Console.WriteLine($"Message: {e.Message}");
        Console.WriteLine($"Failure: {e.Failure}");
        Console.WriteLine($"Request ID: {e.RequestId}");
        throw;
    }
}AddAdGroupBidModifier.cs

PHP

    public static function runExample(
        GoogleAdsClient $googleAdsClient,
        int $customerId,
        int $adGroupId,
        float $bidModifierValue
    ) {
        // Creates an ad group bid modifier for mobile devices with the specified ad group ID and
        // bid modifier value.
        $adGroupBidModifier = new AdGroupBidModifier(
            [
            'ad_group' => ResourceNames::forAdGroup($customerId, $adGroupId),
            'bid_modifier' => $bidModifierValue,
            'device' => new DeviceInfo(['type' => Device::MOBILE])
            ]
        );

        // Creates an ad group bid modifier operation for creating an ad group bid modifier.
        $adGroupBidModifierOperation = new AdGroupBidModifierOperation();
        $adGroupBidModifierOperation->setCreate($adGroupBidModifier);

        // Issues a mutate request to add the ad group bid modifier.
        $adGroupBidModifierServiceClient = $googleAdsClient->getAdGroupBidModifierServiceClient();
        $response = $adGroupBidModifierServiceClient->mutateAdGroupBidModifiers(
            MutateAdGroupBidModifiersRequest::build($customerId, [$adGroupBidModifierOperation])
        );

        printf("Added %d ad group bid modifier:%s", $response->getResults()->count(), PHP_EOL);

        foreach ($response->getResults() as $addedAdGroupBidModifier) {
            /**
 * @var AdGroupBidModifier $addedAdGroupBidModifier
*/
            print $addedAdGroupBidModifier->getResourceName() . PHP_EOL;
        }
    }AddAdGroupBidModifier.php

Python

def main(
    client: GoogleAdsClient,
    customer_id: str,
    ad_group_id: str,
    bid_modifier_value: float,
) -> None:
    ad_group_service: AdGroupServiceClient = client.get_service(
        "AdGroupService"
    )
    ad_group_bm_service: AdGroupBidModifierServiceClient = client.get_service(
        "AdGroupBidModifierService"
    )

    # Create ad group bid modifier for mobile devices with the specified ad
    # group ID and bid modifier value.
    ad_group_bid_modifier_operation: AdGroupBidModifierOperation = (
        client.get_type("AdGroupBidModifierOperation")
    )
    ad_group_bid_modifier: AdGroupBidModifier = (
        ad_group_bid_modifier_operation.create
    )

    # Set the ad group.
    ad_group_bid_modifier.ad_group = ad_group_service.ad_group_path(
        customer_id, ad_group_id
    )

    # Set the bid modifier.
    ad_group_bid_modifier.bid_modifier = bid_modifier_value

    # Sets the device.
    device_enum: DeviceEnum = client.enums.DeviceEnum
    ad_group_bid_modifier.device.type_ = device_enum.MOBILE

    # Add the ad group bid modifier.
    ad_group_bm_response: MutateAdGroupBidModifiersResponse = (
        ad_group_bm_service.mutate_ad_group_bid_modifiers(
            customer_id=customer_id,
            operations=[ad_group_bid_modifier_operation],
        )
    )add_ad_group_bid_modifier.py

Ruby

def add_ad_group_bid_modifier(customer_id, ad_group_id, bid_modifier_value)
  # GoogleAdsClient will read a config file from
  # ENV['HOME']/google_ads_config.rb when called without parameters
  client = Google::Ads::GoogleAds::GoogleAdsClient.new

  # Creates an ad group bid modifier for mobile devices with the specified
  # ad group ID and bid modifier value.
  ad_group_bid_modifier = client.resource.ad_group_bid_modifier do |mod|
    # Sets the ad group.
    mod.ad_group = client.path.ad_group(customer_id, ad_group_id)

    # Sets the Bid Modifier.
    mod.bid_modifier = bid_modifier_value

    # Sets the Device.
    mod.device = client.resource.device_info do |device|
      device.type = :MOBILE
    end
  end

  # Create the operation.
  operation = client.operation.create_resource.ad_group_bid_modifier(ad_group_bid_modifier)

  # Add the ad group ad.
  response = client.service.ad_group_bid_modifier.mutate_ad_group_bid_modifiers(
    customer_id: customer_id,
    operations: [operation]
  )

  puts "Added #{response.results.size} ad group bid modifiers:"
  response.results.each do |added_ad_group_bid_modifier|
    puts "\t#{added_ad_group_bid_modifier.resource_name}"
  end
endadd_ad_group_bid_modifier.rb

Perl

sub add_ad_group_bid_modifier {
  my ($api_client, $customer_id, $ad_group_id, $bid_modifier_value) = @_;

  # Create an ad group bid modifier for mobile devices with the specified ad group ID and
  # bid modifier value.
  my $ad_group_bid_modifier =
    Google::Ads::GoogleAds::V25::Resources::AdGroupBidModifier->new({
      adGroup => Google::Ads::GoogleAds::V25::Utils::ResourceNames::ad_group(
        $customer_id, $ad_group_id
      ),
      bidModifier => $bid_modifier_value,
      device      => Google::Ads::GoogleAds::V25::Common::DeviceInfo->new({
          type => MOBILE
        })});

  # Create an ad group bid modifier operation.
  my $ad_group_bid_modifier_operation =
    Google::Ads::GoogleAds::V25::Services::AdGroupBidModifierService::AdGroupBidModifierOperation
    ->new({
      create => $ad_group_bid_modifier
    });

  # Add the ad group bid modifier.
  my $ad_group_bid_modifiers_response =
    $api_client->AdGroupBidModifierService()->mutate({
      customerId => $customer_id,
      operations => [$ad_group_bid_modifier_operation]});

  printf "Created ad group bid modifier '%s'.\n",
    $ad_group_bid_modifiers_response->{results}[0]{resourceName};

  return 1;
}add_ad_group_bid_modifier.pl

curl

Shared sets

Location targeting