Bid Multipliers enables advertisers to bid differently for various audience segments within a single campaign or ad set, offering a strategic balance between automated efficiency and manual control.
For advertisers managing diverse target groups, Bid Multipliers streamline bidding strategies, ensuring you can fine-tune bids without over-segmenting your campaigns.
Why is it important?
With Bid Multipliers, you no longer need to choose between automation and control. This feature bridges the gap, enabling advertisers to express the unique value of their audience segments while benefiting from Meta’s advanced machine learning capabilities.
1. Tailor Bids to Audience Value
Bid Multipliers empower you to prioritize high-value audience segments by leveraging key data points such as demographics, devices, and even lifetime value (LTV). For example:
- Increase bids for customer segments that generate the highest LTV, such as Gen Z females in urban areas.
- Adjust bids based on platform performance, such as prioritizing Instagram over Facebook.
Previously, achieving such granular bidding control required creating multiple segmented ad sets. With Bid Multipliers, this process is simplified, allowing you to consolidate campaigns while maintaining nuanced bid strategies.
2. Boost Campaign Efficiency Without Over-Segmentation
In traditional campaign setups, segmenting audiences meant creating separate ad sets for each cohort, risking inefficiency and limited machine learning optimization. With Bid Multipliers, you can:
- Combine ad sets for broader targeting.
- Apply bid adjustments directly within a unified campaign structure.
For instance, instead of separate ad sets for iOS and Android, you can set a $15 bid for iOS and a $10 bid for Android within the same ad set using Bid Multipliers. This improves signal consolidation and overall campaign performance.
Best practices for best results
- Start conservatively: Use historical data to set base bids and adjust gradually.
- Avoid over-segmentation: Focus on meaningful cohorts that provide actionable insights.
- Optimize KPIs: Use Bid Multipliers to refine CPA, ROAS, or other key performance indicators.
