No list separating people who already bought

What a new customer costs is the number that tells a shop whether it is growing or selling again and again to the same people. Google Ads can estimate new against returning customers from purchase history, but a buyer list makes the split far more accurate.

The same list lets you exclude buyers from prospecting campaigns, so the budget goes to people who have not bought yet.

The check reads the account's audience lists with their size on Display and Search.

Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.

When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.

1. In Google Ads, open Tools, then Shared library, then Audience manager.
2. Look for a list of purchasers or converters, and check its size for Search and Display.
3. If it has fewer than 100 active people, Google cannot serve to it yet.
4. If no such list exists, note your purchase conversion action: a list can be built from it.

Create a list of people who converted on your purchase action, with a membership period that fits how often customers buy again. Add a customer list from your shop if you can.

Then exclude it from prospecting campaigns and add it in observation to Search, to see what returning buyers cost.

• Customer acquisition goal
• Remarketing

The checks next to this one in Campaign structure, each with its own page.

• No audience list on any campaign
• Remarketing lists too small to serve
• Google widening the audience past the one you chose
• The same keyword bidding against itself in two campaigns
• Google is applying its own recommendations
• Who can change this account