What Is A Bid Modifier?

It is possible to adjust the amount of money you're willing to pay for ad clicks. These “bid adjustments” can be based on location, device type and time of day and can be either positive or negative adjustments. So if think that mobile users are more valuable to you than desktop users, you can adjust your maximum cost-per-click to +20% for mobile devices, for example. This percentage is called the bid modifier.