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

You can 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 0.09 to 1.0.

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

While bid multipliers are interesting, they are unlikely to make it into the main Ads Manager interface because micromanagement like this opposes the current trend towards automation and isn’t likely to help the average advertiser.

Bid multipliers could be interesting for an experienced advertiser with a high budget because they allow for more granular control over bidding for different audience segments. However, you’ll need to get approval for that first, which means you need a good rep.