A percentage increase or decrease applied to bids for a device, location, time, audience, or demographic. Bid adjustments were the main manual optimization lever in search; under Smart Bidding most are ignored or reduced to on-off controls.
Related terms
Cite this entry:
Agency Echelon. "Bid Adjustment." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/bid-adjustment/