Google Ads Pmax Update: New Customer (High Value)

Pmax News! 𝐍𝐞𝐰 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬 (𝐡𝐢𝐠𝐡 𝐯𝐚𝐥𝐮𝐞) Acquisition Goal is now showing in accounts 𝐰𝐢𝐭𝐡𝐨𝐮𝐭 𝐰𝐡𝐢𝐭𝐞𝐥𝐢𝐬𝐭𝐢𝐧𝐠 𝐭𝐡𝐢𝐬 𝐁𝐞𝐭𝐚! Meaning its rolled out. Do you need this setting?

Google Ads has introduced a new option in Performance Max campaigns: New Customers (High Value).

𝐇𝐨𝐰 𝐭𝐨 𝐬𝐞𝐭 𝐢𝐭 𝐮𝐩?
1️⃣ Via campaign settings or campaign setup you will see "Bid higher for new customers goal" -> New customers (high value)

2️⃣ Add a incremental conversion value for those new high value customers

3️⃣ Add audience segments for high value customers (at least 1000 active users in YouTube and Search network). A maximum of 100 lists.

This feature allows advertisers to differentiate between new customers and high-value new customers. By assigning a higher conversion value to high-value customers, Google Ads can optimize bids more effectively toward those with the most revenue potential.

𝐖𝐡𝐲 𝐢𝐬 𝐭𝐡𝐢𝐬 𝐮𝐬𝐞𝐝?
↳ More precise bidding towards customers with a higher lifetime value
↳ Better budget allocation based on incremental conversion value
↳ Improved customer acquisition strategy in PMax campaigns
↳ You can now set different conversion values for new customers vs. high-value new customers, refining the approach to customer acquisition.

𝐍𝐨𝐭𝐞: The new customer acquisition goal won’t optimize for sensitive content such as alcohol or medical products. Conversions for this content will be set as “unknown” instead of “new” or “returning” in your report.