Before Enhanced Campaigns a.k.a. “the Stone Age,” advertisers had to create a new campaign every time for a specific targeted area. Do you remember the pain of having to select which device (desktop, tablet, or mobile) you were targeting? It was time-consuming, and we all know that time equals money. Enhanced Campaigns eases the pain with bid modifiers, allowing you to target all three devices in one campaign.

Bid modifiers enable better geographic-based targeting because you can set bid adjustments for specific locations within each campaign. And they’re used to effectively market to desktop and mobile device users (more on that in a sec). Here are five bid modifier best practices that will get you more bang for your buck.