Increase the effectiveness of your Google Ads campaigns – bid modifiers and ad control

optimization

Dariusz Cichocki

January 23 2017 (updated November 13, 2025)

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Increase the effectiveness of your Google Ads campaigns – bid modifiers and ad control

Thanks to advanced bid modification features, we can target advertising more accurately, have more control over it and, as a result, better optimize campaigns. When advertising using Google AdWords, one of the most important factors influencing effectiveness is bid modification. This gives us a huge influence on how our ads are displayed.

Why is it worth modifying rates?

For example, if we run a restaurant in Warsaw, open from 12:00 PM to 22:00 PM, Monday through Saturday, we'd like to advertise food delivery. To increase interest in our offer, we could increase our rates in the afternoon on mobile phones for the Mokotów district.

What types of rate adjustments do we distinguish?

Let's take a look at them:

- Location – For the locations we select, we are able to increase or decrease rates in the area that is most important to us in terms of advertising.

- Devices – We have the ability to individually adjust rates for computers, mobile phones and tablets.

- Schedule – Scheduling refers to the display of ads on specific days of the week and/or hours. We can adjust bids for these parameters.

- Best content – The term "top content" applies to the Google Display Network and YouTube. This feature allows us to tailor our bids to the most popular ad placements, as determined by Google. This is determined by higher-than-usual interaction and traffic.

- Management methods – Ability to set bids based on placements, website topics, and other targeting methods that enable display on the Display Network. Below is an example of customization based on topics.
- Remarketing lists used in the search network – For selected remarketing lists at the campaign or ad group level, you can adjust bids for users who have visited your site in recent days.

Note: The bid modification range can be adjusted in all the mentioned options from -90% to +900%, except for the Top Content option, where the change range is from 0% to 500%.