Google Ads has rolled out a new feature in Performance Max (PMax) campaigns – the acquisition goal of New Customers (High Value). This update allows advertisers to prioritise and bid more effectively for high-value new customers, improving overall campaign efficiency.
How to Set Up the ‘New Customers (High Value)’ Goal
- You can enable this feature via campaign settings or during campaign setup by following these steps:
- Select “Bid higher for new customers goal” → Choose New Customers (High Value).
- Assign an incremental conversion value for high-value new customers to differentiate them from standard new customers.
#How to Set Up the ‘New Customers (High Value)’ Goal
Add audience segments for high-value customers. Ensure these segments have at least 1,000 active users on YouTube and the Search Network. You can add up to 100 audience lists.
Why Use This Feature?
This update enables advertisers to refine their customer acquisition strategy in Performance Max campaigns by:
More Precise Bidding – Focus on customers with a higher lifetime value, ensuring ad spend is directed towards those most likely to generate long-term revenue.
Better Budget Allocation – Assign incremental conversion values, allowing Google Ads to optimise bidding for high-value customers.
Improved Customer Acquisition Strategy – Differentiate between new and high-value new customers, refining how campaigns target and convert users.
With this feature, advertisers can set different conversion values for standard new customers versus high-value new customers, allowing for a more strategic and revenue-driven approach to customer acquisition.
