What is Bid Multipliers?

One of the key challenges advertisers face is the insufficient delivery for their ads often caused by over-segmenting campaigns into a large number of ad sets to bid differently for different audiences. Bid Multipliers is a solution that allows you to bid differently against various attributes within a single ad set to consolidate ad sets and improve delivery.

Bid Multipliers is a number (between 0.01 and 1) that will be multiplied with ad set bid so that you can change your bid for the segment in your target audience. You can adjust your ad set level bid by Age, Gender, Device Type, Publisher, User OS, and User Device.

For example, from the insights of your past campaigns, smartphone users may perform better rather than desktop users, or an age group between 18-24 may convert better rather than 25-34. Bid Multipliers will help you to adjust your bids based on best-performing customer segments which will result in more direct bookings, lower cost per booking, and higher return on ad spend.

1- Manual Mode

You have two options to use Bid Multipliers; “Manual Mode” and “Marvin Mode”. Manual mode enables you to choose the available dimensions and set the multipliers manually. Youcan use manual mode if you have past insights from your campaigns, know which segments perform better or want to have full control over the multipliers you set.

Available Dimensions for Manual Mode
Age: Bid differently based on age range (ex: 18-24, 65+).
Device Type: Bid differently based on the device type (ex: mobile or desktop).
Gender: Bid differently based on gender (ex: female).
Publisher: Bid differently based on Publisher (ex: Facebook, Instagram, Audience Network, Messenger).
User Device: Bid differently based on User Device (ex: iPhone).
User OS: Bid differently based on User OS (ex: iOS, Android).

2- Marvin Mode

Marvin Mode is best for those who don’t have clear past insights and lack the sufficient data to target particular segments. Or perhaps, you just don’t have the luxury of spending time on this analysis. Relax and let Marvin do the work for you. Marvin optimizes your Bid Multipliers, instead of you having to do it manually. Marvin will gather the analysis and optimize them based on past segment performances every night while you get some much needed shuteye.

Available Dimensions for Marvin Mode
Age: Bid differently based on age range (ex: 18-24, 65+).
Device Type: Bid differently based on the device type (ex: mobile or desktop).
Gender: Bid differently based on gender (ex: female).
Publisher: Bid differently based on Publisher (ex: Facebook, Instagram, Audience Network, Messenger).

Keep in Mind

● You can only use Bid Multipliers on the campaigns that are managed manually.
● Bid Multipliers can't be enabled for the ad sets that use Facebook's auto-bidding feature
● Users can enable Marvin bidding & budget allocation with bid multipliers in both of the modes.
● Bid multipliers are not specific to an objective. (Ex: App Install, Traffic, Conversion etc.)
● Bid Multipliers are compatible with the following Facebook optimization goals:
○ App Installs
○ Clicks
○ Landing Page Views
○ Lead Generation
○ Offsite Clicks
○ Offsite Conversions

Information about how to enable and use Bid Multipliers in manual and Marvin modes can be reached through the Product Note below! 

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