How can you leverage audience-based bid modifiers with search campaigns?

• A. Use demographic targeting only
• B. Use in-market, affinity, custom intent audiences, and remarketing lists to adjust bids
• C. Apply bid modifiers only on weekends
• D. Turn off audience targeting

Answer: (B)

Audience signals in search campaigns let you tailor bids based on who you’re reaching. Using in-market, affinity, custom intent audiences, and remarketing lists to adjust bids lets you raise or lower bids for those specific groups, so you can spend more where conversion potential is higher and be more conservative where it’s lower.

In-market audiences indicate people actively considering a purchase, so increasing bids helps capture ready-to-buy traffic. Affinity audiences reflect broader interests over time; bid adjustments here help you align with users who are more likely to engage with your brand. Custom intent audiences allow you to define precise buying intent tied to searches and content you care about, making your bidding more targeted. Remarketing lists reach users who’ve already interacted with your site or app, letting you re-engage those visitors with higher bids when they’re closer to converting. Applying percentage bid modifiers to these audiences at the campaign or ad group level makes your bids dynamic and audience-specific, improving efficiency and outcomes.

Demographic targeting exists, but it’s not the mechanism for audience-based bid modifiers by itself; bid modifiers aren’t limited to weekends, and turning off audience targeting would negate the benefits of this strategy.