What is the primary use case for bid multipliers?

The primary use case for bid multipliers is to adjust bids based on specific characteristics of a user's search, such as their device, location, or time of day, to optimize ad performance. Bid multipliers allow advertisers to increase or decrease their bids for certain segments of users who are more or less likely to convert. For example, if an advertiser finds that users on mobile devices are more likely to convert than users on desktop computers, they can use a bid multiplier to increase their bids for mobile users. This will increase the likelihood that their ads will be shown to mobile users and improve their overall conversion rate. Similarly, if an advertiser finds that users in a particular geographic location are less likely to convert, they can use a bid multiplier to decrease their bids for those users. This will reduce their advertising costs and improve their return on investment (ROI). Bid multipliers are also used to adjust bids based on the time of day. For instance, a restaurant might increase its bids during lunchtime and dinnertime to target users who are searching for places to eat. By using bid multipliers, advertisers can tailor their bids to the specific characteristics of each search and maximize the effectiveness of their advertising campaigns.