Bid modifiers represent a certain percentage of the amount of the bid in terms of location, electronic device and scheduling. For example, you can set a maximum bid of £2 for a keyword, and ensure it only appears to users who are searching your keywords via a desktop computer. Geographic areas can also be specified, as well as certain times that your ads run. These are fantastic features that will ensure you are advertising in the most optimal way that fits with your target audience’s online behaviour. It’s a fantastic feature that ensures you’re making the most efficient use of your marketing budget.