I believe pitch friction applies to the whole field of play and relates to the velocity of the ball travel after it hits the ground. Higher pitch friction will, if memory serves, mean the ball slows down sooner and grips. Therefore if you hit the ball along the ground it won't travel as far. There could be some impact on seam and spin.
The modifiers I use are:
Min bowling speed 55 (maybe 60)
Swing 100
Currently trying Spin and Pace revolutions at 30