A4. Bid Modifiers

Bid Modifiers are a Google Ads feature also known as bid adjustments or bid multipliers. ADARA uses our data as well as our AI to surface recommendations on bid modifications. Please note that bid modifiers do not change the bid itself; they recommend addition or subtraction of weighting to a specific target. Users/Bidders must implement these recommendations to the bids in Google Ads. This does effectively increase the possible maximum cost per click (CPC) for the target.

Bid Modifiers are a great alternative to the set-and-forget automated bidding strategy types and give back control based on your knowledge of your business. You can find out more about Bid Modifiers here - https://support.google.com/google-ads/answer/6262954?hl=en

Google Ads - example

ADARA’s AI model currently supports bid modifier recommendations for user lists (audiences) within campaigns with CPC and CPC enhanced bidding strategies. ADARA recommends:

• using our bid modifier recommendations no more frequently than weekly to allow the impacts to show
• when working with a new campaign, wait at least a week before using bid modifiers

Bid Modifiers are completely controlled by you and fully flexible to your needs. For more information, see the C4. Bid Modifiers View.