Customer acquisition goal

Without it, a campaign treats a sale to an existing customer the same as a sale to a new one. Many accounts end up spending heavily to reach people who would have bought again anyway.

With it, you can tell bidding that a new customer is worth more, so the budget leans toward growth rather than repeat orders.

1. Open a Performance Max, Search or Shopping campaign, then Settings, then Customer acquisition.
2. Choose to bid higher for new customers, or to bid only for new customers.
3. Set how much more a new customer is worth.
4. Make sure customer lists or conversion data can tell existing customers apart.

A subscription coffee shop adds €30 of value for each new customer. Performance Max starts favouring searches and audiences that bring first orders, and the share of new customers rises.

• Turning it on without an up to date customer list, so Google cannot tell who is new.
• Setting an extra value for new customers that has nothing to do with their real lifetime worth.
• Using new customers only on a business where repeat buyers are the core of the revenue.

The audit checks Oppy runs on this, each with its own page.

• New customers against returning ones
• No list separating people who already bought
• Still paying to advertise to people who already bought

• Performance Max: A campaign type that runs on Search, Shopping, YouTube, Display, Discover, Gmail and Maps from one budget, with Google deciding where each ad shows.
• Remarketing: Showing ads to people who visited your site or used your app before.
• Conversion value: What a conversion is worth, sent with it or set as a default.