How Bid Multipliers Work – Jon Loomer Digital

How Bid Multipliers Work – Jon Loomer Digital

What are bid multipliers?

This feature is available on a limited basis, and you have to request special access. Bid multipliers let you bid differently for various audience segments within a single ad set.

An Example

For example, you could assign different bids based on age segments (18-24, 25-34, 35-44, 45-54, 55-64, 65+). Your bid is adjusted depending on which age group they fall into. Bid multipliers range from .09 to 1.0.

Here’s what that could look like in the form of an API feed back to Meta…

Bid Multipliers

Audience Categories

Bid multipliers rely on first defining an audience category that you can bid on.

Here are your options:

  • Age
  • Booking window
  • Custom audience
  • Device platform
  • Gender
  • Home location
  • Length of stay
  • Locale
  • Position type (placements)
  • Publisher platform
  • Travel start date
  • Travel start day of week
  • User bucket
  • User device
  • User OS
  • User recency

Will You See This?

While it’s interesting, I don’t expect bid multipliers to ever make it into the main Ads Manager interface. Micromanagement like this opposes the current trend towards automation, and it isn’t likely to help the average advertiser.

That said, bid multipliers could absolutely be interesting for an experienced advertiser with a high budget. But you’ll need to get approval for that first, which means you need a good rep.

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