Reference / Glossary / Buying and pricing
Bid Cap
A hard maximum on the bid in any single auction. Bid caps give the most control and the least delivery, and are used by advertisers with a firm marginal value per result rather than a target average.
Related terms
Cite this entry:
Agency Echelon. "Bid Cap." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/bid-cap/