What is the purpose of location bid modifiers?

• A. To adjust landing page per location
• B. To adjust ad copy by location
• C. To adjust bids by location to optimize spend and performance
• D. To adjust daily budget per location

Answer: (C)

Location bid modifiers let you adjust bids based on where the user is located. This lets you allocate more of your budget to places that perform well and reduce spend in locations that underperform, helping to optimize overall spend and performance. The modifiers are applied at the campaign or ad group level for searches, so when a user is in a targeted location, the bid is adjusted up or down accordingly. They don’t change the landing page or ad copy directly, and they don’t split the budget by location—the budget remains at the campaign level while bids vary by location. For example, if a city yields higher conversions, you can apply a positive modifier there to win more auctions, while using a negative modifier in weaker locations to curb spend.