Bid modifiers

  • 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 types of devices, but it does let you raise or lower your bids for mobile impressions.

For more information on how bidding works and how to set bid modifiers, see our Bidding guide.

Campaign bid modifiers

You can specify bid modifiers at the campaign level for the following criteria 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.

Ad group bid modifiers

You can specify bid modifiers at the ad group level for the following criteria types using the AdGroupBidModifierService.

DeviceInfo
Define the DeviceInfo criteria using one of the predefined Device enums.
Various Hotel Ads criteria
Check out the Hotel Ads bid modifier guide for more details.
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