Parabolica #14 - 99% of growth marketers never heard of Facebook's Bid Multipliers

Free: Sample Python script and Google Colab you can run now

How to focus on your target demographic without breaking them out in a new ad set and risk higher CPMs.

Straight practicality in this post.

Here is a Python script that updates Facebook’s Bid Multipliers through the Marketing API. How it works is you pick an ad set to apply bid multipliers for.

!pip install facebook_business

# Import the Facebook SDK
from facebook_business.api import FacebookAdsApi
from facebook_business.adobjects.adset import AdSet
import requests
import json

# Initialize the API with your access token
access_token = 'ACCESS TOKEN HERE'
FacebookAdsApi.init(access_token=access_token)
adset_id = 'AD SET ID HERE'


payload = {
    'access_token': access_token,
    'bid_adjustments': json.dumps({
      'user_groups':{
        'age': {
            '18-24': 0.82,
            '25-29': 0.86,
            '30-34': 0.90,
            '35-39': 0.94,
            '40-44': 0.97,
            '45-49': 0.97,
            '50-54': 0.99,
            '55-59': 0.99,
            '60-64': 1,
            'default': 1            
        }
      }
    }
     )
}



r = requests.post('https://graph.facebook.com/v5.0/' + adset_id, data=payload)
result = r.json()
print(result)

I put it in a Google Colab for you. Just create a copy for yourself and hit the ‘Play button’. Here’s how to get an access token. You also need to get your ad set ID to plug into the script.

If you haven’t tested Bid Multipliers before I highly recommend it. Our highest LTV demographic were women over 40, so why not bid more for them and less for males 18-24?

This also allows you to still target broad and consolidate ad sets, which Facebook’s algo likes, while honing in on your best demographic. We tested it at Calm and it worked so well at improving LTV/CAC on iOS and Android that we rolled it out to our entire ad account on Facebook.

We historically struggled with audience quality on Android but the bid multipliers increased our trial to subscribe rate on Android ~20-30%. This allowed us to spend more on Android.

Besides age, you can also set multipliers for:

• state

• country

• device platform (web vs. mobile)

• publisher platform (Facebook vs. Instagram)

• gender

• and more!

The one thing to keep in mind is that you need to be whitelisted for it, so reach out to your Facebook rep if you have one. Thank me later :)

It took me a few days to write the Python script that changed the multipliers for age (I’m not a software engineer and Facebook’s API documentation is notoriously bad).

Were you already using Bid Multipliers?